Jagged with Jasravee - Marketing Show

11/04/2025

When did masculinity become a bad word? A look at how empathy and beards are reshaping the modern man.

Being a man today means riding the line between strength and softness. Can we get the balance right?

10/04/2025

Gen Z is redefining the landscape of romantic relationships, blending traditional values with modern dynamics to create a unique approach to dating. While they are digital natives, a significant portion of Gen Z prefers in-person connections over virtual ones. A recent study revealed that 77% of Gen Z adults met their partners through face-to-face interactions, underscoring their desire for authentic connections beyond the digital realm. ​

Despite their comfort with technology, many in this generation are moving away from dating apps, seeking more organic and meaningful relationships. This trend is influenced by a desire for authenticity and a reaction against the perceived superficiality of online interactions. ​

Interestingly, Gen Z also exhibits a renewed interest in traditional relationship structures. Contrary to their reputation for embracing polyamory, studies show that Gen Z individuals are nearly twice as likely to fantasize about monogamy compared to older generations. ​

However, navigating modern dating isn’t without challenges. The prevalence of “situationships” and ambiguous relationship statuses reflects a broader hesitation to commit, influenced by factors such as fear of rejection and the transient nature of digital communication. This has led to a “relationship recession,” with many choosing to remain single, prioritizing personal growth and independence. ​

In essence, Gen Z’s approach to relationships is a complex interplay of valuing genuine, in-person connections, a cautious use of technology in dating, and a nuanced blend of traditional and contemporary values. This multifaceted perspective not only challenges existing dating norms but also invites a broader conversation about the evolving nature of love and commitment in the digital age.

09/04/2025

Gen Z is transforming the workplace by prioritising flexibility and work-life balance over traditional job structures. A LinkedIn survey indicates that 72% of Gen Z workers have left or considered leaving a job due to inflexible work policies. This generation values adaptable schedules and remote work options, viewing them as essential rather than perks.​

This shift is not merely a preference but a strategic approach to career fulfilment. Research from the World Economic Forum reveals that 73% of Gen Z employees desire permanent flexible work alternatives. They seek environments that accommodate their individual needs and promote productivity, challenging employers to rethink traditional workplace norms.​

Moreover, Gen Z’s emphasis on flexibility extends beyond scheduling. They are drawn to roles that offer autonomy, opportunities for growth, and alignment with personal values. Employers who recogniSe and adapt to these priorities are more likely to attract and retain this emerging talent pool.​

In essence, Gen Z is not just seeking jobs but advocating for a redefinition of work itself—one that harmoniSes professional responsibilities with personal well-being.

08/04/2025

Redefining Identity: Gen Z and the Age of Fluidity

For Gen Z, identity isn’t a checkbox—it’s a canvas. According to dscout.com, 50% of Gen Z believe gender is non-binary, and 64% see sexuality as fluid. This isn’t about rebellion—it’s about recognition. Recognition that identity is deeply personal, evolving, and often beyond the binary.

Unlike previous generations, Gen Z has grown up in an interconnected, hyper-visual world—one that celebrates diversity, questions authority, and decentralises traditional power structures. With influencers who defy gender norms, storylines that centre q***r narratives, and platforms that amplify every shade of self-expression, this generation is more fluent in complexity. Fluidity isn’t just accepted—it’s expected.
But there’s something deeper at play: Gen Z’s redefinition of identity is also a redefinition of freedom. The freedom to be many things. The freedom to explore. The freedom to evolve. This isn’t just about inclusion—it’s about creating space for authentic multiplicity.

The impact of Gen Z’s inclusive mindset extends beyond personal identity, influencing fashion, media representation, and societal structures.

For brands, educators, employers—and anyone hoping to stay relevant—this means listening without filters and designing for nuance. Because the Gen Z consumer isn’t just a “target audience.” They’re a cultural force, challenging us to keep up, show up, and reimagine what identity can truly mean in a jagged, beautifully plural world.

01/04/2025

April Fools' was more than jokes! Brands used it to boost awareness, enhance image, and create memorable connections.

01/04/2025

April Fools’ Marketing: Genius or Gimmick?

April Fools’ Day has become a strategic playground for brands, transforming a day of pranks into a powerful marketing tool. Brands have utilised humour and relatability to connect with audiences, crafting pranks that resonated with shared experiences.

Social media platforms have played a pivotal role, with brands teasing their pranks to build anticipation and encourage engagement, often through viral memes.

Companies have humanised their image, showcasing a lighter side and fostering a sense of relatability.

Successful campaigns have maintained brand alignment, ensuring the humour felt authentic and consistent with their established personality.

The impact was significant: increased brand awareness through media attention and social media buzz, an enhanced brand image making them appear approachable and fun, improved customer engagement, and lasting memorability.

Brands that executed campaigns well were remembered for a long time. In essence, April Fools’ Day offered a unique chance to break away from traditional marketing, creating playful and memorable interactions.

01/04/2025

Cohorts vs. Segmentation: Which should you analyze first?

Professor Pete Fader advised that you start with cohorts to track customer value over time, then refine your strategy with segmentation.

30/03/2025

Why Brands Fail: The Hidden Cost of Misplaced Priorities

Brands destroy value by optimizing the wrong things

Many brands mistakenly prioritize loyalty over acquisition, efficiency over effectiveness, and short-term performance metrics over sustainable growth.

Sharp’s work argues that brands should invest in increasing their mental and physical availability—ensuring their brand is easy to buy and easy to recall—rather than obsessing over retention strategies that have limited impact.

“The biggest search engine in the world is between your ears.” Quoting Jenni Romaniuk, a co-author in Sharp’s research group, this statement reinforces the idea that buying decisions are primarily driven by memory structures. The stronger a brand’s presence in a consumer’s mind (mental availability), the more likely it is to be chosen when a purchase decision arises.

Effective marketing is not about persuading at the moment of sale but about embedding the brand into consumer memory long before the buying occasion.

Even growing brands lose customers

Customer churn is inevitable, even for the strongest brands.

Byron Sharp’s research in How Brands Grow emphasizes that brands don’t grow by increasing loyalty but by continuously attracting new buyers.

Growth comes from reaching and acquiring more light and occasional buyers rather than focusing too much on deepening engagement with existing customers.

Light buyers will matter enormously to revenue and growth

A small percentage of heavy buyers don’t drive the majority of revenue.

Sharp’s research finds that most brand sales come from light or infrequent buyers.

The challenge is not to maximize loyalty but to ensure that even casual customers remember and recognize your brand when making a purchase.

Without consistently expanding reach, brands risk stagnation and decline.

26/03/2025

22/03/2025

Gen Z and Money: Cautious, Digital, and Hustle-Driven
Financial Security Over Traditional Career Paths
Gen Z takes a pragmatic approach to money, shaped by economic uncertainty. Unlike previous generations, they prioritize financial security, multiple income streams, and debt avoidance. Many embrace side hustles, freelancing, and investing to maintain financial independence.

Cautious Spending with a Digital Edge
Despite being digital natives, 61% of Gen Z prefer using cash, reflecting a cautious spending mindset. They actively use fintech tools like budgeting apps, digital wallets, and investment platforms to manage finances efficiently. However, long-term financial planning remains a challenge—40% feel behind on retirement savings, and nearly half report financial stress impacting their mental health.

Frugality in an Uncertain Economy
Economic pressures have influenced their lifestyle choices. Over 70% have cut back on discretionary spending, focusing on essentials. Yet, their financial future looks promising—by 2035, Gen Z is expected to accumulate $36 trillion in income, making them a dominant economic force.

The Future: Independence Over Wealth
Gen Z values financial freedom over traditional career paths and leverages technology to stay ahead. As they enter their peak earning years, equipping them with financial education and resources will be key to shaping a financially secure future.

For Gen Z, wealth isn’t just about accumulation—it’s about independence.

18/03/2025

Entertainment Is The New Persuasion

Gen Z doesn’t just shop—they experience. With 79% using social media as their primary shopping inspiration, brands must shift from selling to vibing, co-creating, and trending with their audience.

Social Media: The New Shopping Mall
Gen Z shops through content, not catalogs. Platforms like TikTok, Instagram, and YouTube drive discovery, with 58% purchasing products found on social media. The brands that win aren’t just advertisers—they’re entertainers.

Co-Creation & Community
Gen Z craves authentic engagement, not traditional ads. They co-create with brands through user-generated content, influencer collaborations, and participatory marketing. Glossier and Nike thrive by making consumers part of the brand story.

Trending & Staying Relevant
Agility is key. Gen Z values social responsibility, diversity, and sustainability. Brands like Patagonia and Nike stay ahead by aligning with cultural shifts, making them more than products—they’re movements.

The Takeaway
To persuade Gen Z, entertain, engage, and evolve. Don’t just sell—create experiences. That’s the future.

15/03/2025

How Did the Amul Girl Get Away with Mocking Everyone, Even Indira Gandhi?

In a country where people file lawsuits over the smallest provocations, how did the Amul Girl escape unscathed while mocking everyone from godmen to Prime Ministers?

Even during Indira Gandhi’s Emergency—a time when political satire was dangerous—she made fun of the regime without consequence.

Her secret? She wasn’t just a character. She was a symbol.

The Naughty Child Who Became a Cultural Code

The Amul Girl isn’t just a witty mascot. She is Bal Krishna—the mischievous butter thief of Indian mythology.

India’s cultural subconscious already reveres Krishna as a lovable trickster who steals butter and bends rules. The Amul Girl taps into this deeply ingrained cultural imagery without stating it outright.

This is why she remains untouchable. She’s not attacking authority—she’s playing like Krishna would.

And that’s why her satire feels fun, not threatening.

Semiotics: The Invisible Language of Branding

What makes the Amul Girl’s power possible? Semiotics—the art of creating meaning through cultural symbols.

1. Semiotics doesn’t speak to logic, it speaks to the subconscious
2. It connects products to deeply rooted cultural ideas without saying it directly.
3. This is why symbols can be more powerful than words.

Why Every Brand Should Master Semiotics

Semiotics isn’t just about characters—it’s about colours, symbols, and patterns.

In Western culture, a woman in red is dangerous, seductive, the ‘other woman’. In India, she is auspicious, the Gauri Lakshmi, a bride, a symbol of prosperity.

A brand that understands these nuances can shape perception without ever needing to explain itself. The power of semiotics is in its ability to bypass rational thought and speak directly to the emotional and cultural core of consumers.

r

14/03/2025

Rewriting Identity: Masculinity, Branding, and Cultural Shifts.

In this conversation Alpana Parida discusses the evolution of beauty, biking, and jewellery brands in India, focusing on Nykaa, Tanishq, and her own brand, Tiivra.

She highlights how these brands are adapting to changing consumer preferences and cultural shifts, particularly concerning evolving masculinity and female empowerment.

The discussion delves into the strategic use of branding, content creation, and design to resonate with specific target audiences, showcasing successful examples and lessons learned.

Highlights
✨ Nykaa’s Success: Alpana, involved since Nykaa’s inception, credits its success to content-first strategy, community building, and data-driven decisions, emphasizing its accessibility and progressive brand image.

🏍️ Tiivra’s Unique Positioning: Tiivra targets a new generation of bikers, moving beyond traditional masculine tropes and focusing on individuality, passion, and diverse riding styles.

💎 Tanishq’s Transformation: Alpana details Tanishq’s evolution, highlighting its shift from traditional jewellery as a symbol of wealth to modern adornment reflecting the empowered Indian woman.

💡 Strategic Design Thinking: Alpana emphasizes the power of design as a strategic business tool, using examples like Amul’s enduring appeal and Bar One’s packaging revamp to illustrate how design can impact market share and brand perception.

👩‍💼 Women’s Empowerment in Business: Alpana discusses the challenges women face in the professional world, advocating for their greater participation and highlighting the unique contributions they bring.

13/03/2025

In an era where artificial intelligence (AI) is rapidly advancing, the essence of human creativity remains irreplaceable. While AI can analyze data and generate content, it lacks the intrinsic human qualities of emotion and imagination that drive authentic creativity. Recent developments, such as OpenAI’s new model, Gen AI, proficient in creative writing, have sparked debates about AI’s role in the creative process. Critics argue that AI-generated art and literature, often trained on existing human works, may lack the depth and originality born from human experience.

Moreover, artists like Jimmy Page express concerns that AI’s replication of artistic creativity undermines the human struggle inherent in songwriting, emphasising that true artistry is deeply rooted in human emotion and personal experience.

As AI continues to evolve, it serves as a tool to augment human creativity but cannot replicate the profound emotional connections and imaginative leaps that define human artistry.

07/03/2025

04/03/2025

Think you’re a rational decision-maker? Think again. Stories hijack your brain, steer your attention, and shape your choices. The secret is in cortisol, oxytocin, and emotional engagement.

28/02/2025

A business intelligence firm ditched dull, data-driven ads for emotional storytelling. Result? 11% more brand favorability & 133% lift in purchase intent. Emotions sell—are you using them?