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Jagged with Jasravee - Marketing Show Free-flowing, long-form conversations about marketing, branding, neuromarketing, consumer behaviour

19/10/2025

Future of Market Research in AI Driven World?

19/10/2025

Is AI a Genie or a Nemesis?

Preview of Conversation with Shobha Prasad on Future of Market Research & Consumer Insight in an AI Driven World.

Full Conversation Link on YouTube https://youtu.be/o2l35fyOUUw

12/10/2025

The Canine Masterclass: How Thinkbox’s “Dog’s Home” Ad Proved the Undeniable Power of TV

The year was 2010, and Thinkbox, the UK’s marketing body for commercial TV, achieved a true marketing masterclass with its iconic “Dog’s Home” advertisement. The campaign brilliantly featured a scruffy, yet resourceful canine star named Harvey.

This wasn’t just a cute animal ad; it was a potent, metatextual demonstration of television’s unique power. The ad’s core narrative delivered a deep-seated message about storytelling and influencing emotions.

The concept was simple but powerful: a couple visited a dog’s home, where Harvey—a less conventional choice than his competitors—turned on a TV screen behind him. He played his own sixty-second commercial, an emotionally charged narrative showcasing his amazing, almost human abilities.

Thinkbox leveraged deep-seated storytelling to influence decisions and drive results. The ad proved that creative, emotional narratives on TV build trust, connection, and lasting impact. The results were measurable and immediate. Traffic on Thinkbox.tv surged by over 400%, and Harvey became an instant social media sensation, quickly amassing dedicated fans.

The public loved the campaign so much they voted it ITV1’s ‘Ad of the Year.’ This enduring appeal cemented television as the ultimate medium for successful marketing.

08/10/2025

3 Iconic Brands That Were Dying, Until Great Diagnosis Brought Them Back!

1. The Diagnosis Before the Cure

Every struggling brand hides a deeper illness — perception. As Jasravee Kaur Chandra said, “Nycil had 100% awareness, yet sales weren’t growing.” The issue wasn’t product performance, but how people felt about it.

2. The Nycil Turnaround

Consumers saw Nycil as a “purely medicinal, seasonal fix.” By shifting its story to daily summer comfort and launching Nycil Gulab Cool, the brand rediscovered cultural relevance.

3. Making Classmate Distinct Again

ITC Classmate faced cluttered competition. “Diagnosis revealed that its emotional territory was under-owned.” Reframing its brand architecture made it distinctive again. Enough to earn a spot among the Top 100 campaigns of the year.

4. Sugar Free’s Leap from Medical to Mainstream

“Healthy consumers didn’t want to be seen using a ‘medical’ product.” Rebranding Sugar Free Natura as a wellness choice for the calorie-conscious took it from pharmacy shelves to gym bags and cafés.

5. The Takeaway

Great marketing isn’t about louder messaging; it’s about sharper diagnosis. When perception shifts, growth follows.

06/10/2025

The Ultimate Flip: How the World’s Biggest Jerk Became an Advertising Hero

In an age when advertising often feels like a series of forgettable, happy-clappy pharmaceutical spots, a few campaigns proved that great Public Service Advertising (PSA) was not dead.

The challenge was organ donation, a topic few people wanted to discuss. Instead of the typical, saintly organ donor, The Martin Agency created Coleman Sweeney, “The World’s Biggest Asshole.” They dared to make the audience laugh at his thoroughly repugnant life.

We watched Sweeney’s streak of jerkiness—from paintballing a neighbour’s dog to arguing over a diner bill—expertly communicated in a tight time space.

But then, the story dramatically pivoted. After Sweeney’s sudden death, a nurse discovered he was a registered organ donor. In an instant, the tone shifted. The audience’s initial humour was abruptly confronted by the reality of his selfless act. The authoritative, Rod Serling-esque narrator detailed how Sweeney’s organs changed the lives of several recipients. Coleman the Jerk became Coleman the Hero.

This abrupt change of story direction completely threw off standard expectations, creating a deeply effective and memorable piece of marketing. The confrontation between the two Colesmans—the jerk in life and the hero in death—was a psychological masterstroke. The campaign’s effectiveness was undeniable; it generated millions of views and spurred a massive increase in organ donor registrations, especially among the critical demographic of young men. It was a brilliant lesson in using unexpected narrative to drive profound behavioural change.

’sBiggestAsshole

06/10/2025

Brand Strategy Isn’t Dead. It’s Just Evolving With AI.

In this video Jasravee Kaur Chandra talks about the hidden power of brand diagnosis.

When Nycil had 100% awareness in 2012 but sales weren't growing, most would have blamed the product. But diagnosis revealed the truth: "The real barrier wasn't efficacy, it was perception."

Consumers saw it as purely medicinal. By repositioning it as a daily summer comfort product, Nycil regained cultural relevance and grew beyond its narrow category.

That's the power of diagnosing first.

AI Won't Replace Your Thinking

Here's what most people miss: "Most people use AI like a vending machine. Quick ideas, quick drafts." But the real leverage is clarity.

"AI can detect patterns. It can inform hypotheses. But human judgment makes the choices."

How to Run a Strategic Brand Audit

The CLEAR framework gives you five diagnostic lenses:

Category Scan: What's shifting in your market?
Landscape: Where are competitors over-owning or under-delivering?
Emotional Territory: What frustrations are you ignoring?
Ancestry: Which heritage cues are missing from your communication?
Relevance: What cultural tensions will shape the next 2 to 3 years?

Three Real Cases, One Principle

Tang doubled sales by fixing measurement friction, not launching flavors. Sugar Free moved from pharmacy shelves to kitchens by reframing from medical to wellness. ITC Classmate reclaimed its emotional territory in a crowded market.

The pattern? "Do the diagnosis first. Use AI for clarity, not just speed."

Your Next Move

Start with facts: product details, audience metrics, customer quotes, sales trends. Run the meta prompt. Let AI ask five clarifying questions. Pick your biggest unknown. Run two to three CLEAR prompts in that direction. Then do human synthesis.

"Use AI to surface blind spots, to sharpen questions, to prioritize. Then let human judgment choose."

Download file in comments "CLEAR Brand Audit: Five Strategic Prompts for Brand Diagnosis" Tell us whether you found it useful.

https://drive.google.com/file/d/1NVaL-9DYCu4YRSWDGx4zPt-knX8LC_GZ/view

03/10/2025

Do you want to make this Ad?

01/10/2025

Did Cream Silk Just Comb the Metro Wires? The Truth Behind the Viral Stunt That Broke the Internet

The campaign utilized cutting-edge FOOH (Fake Out-Of-Home) technology, blending the digital and physical worlds in ways that stopped traffic—literally.

We captivated audiences with stunning CGI, creating digital billboards and displays that interacted seamlessly with their real-world surroundings. Imagine waiting for your train when, in a moment of pure magic, a giant comb seemingly materialized to run its teeth through the metro wires. This dazzling, impossible sight served as a powerful metaphor for the dramatic smoothing and transformation our product offered.

Cream Silk Standout Straight was engineered as the customized solution for anyone desiring sleek, manageable hair. Consumers discovered that with every wash, the conditioner delivered on its promise, providing up to four times straighter hair. We showed the world that straight hair didn’t have to be a dream—it was an attainable reality, powerfully demonstrated by a campaign that was as transformative as the product itself. The buzz we created wasn’t just about hair; it was about the awe-inspiring experience we brought to the streets. The transformation had begun.

29/09/2025

The Trillion-Dollar Force Marketers Overlook

In this conversation with Jasravee Kaur Chandra, Maria Bailey argues that Moms are the invisible force shaping industries.

When she worked with The Coca-Cola Company, someone once said, “Moms don’t buy our products.” Her response was simple: “How do you think the Gatorade got into the refrigerator?” That young man didn’t last long. The truth is moms buy everything.

From Soccer Fields to the White House

It was the rise of the “soccer mom” that made America notice the mom power. As one leader said, “The soccer mom became s*xy and politically powerful.” At that moment, marketers woke up to the $3.1 trillion economy of mothers in the US. Today that figure has soared to $4.3 trillion in annual spending.

The CFO of Every Household

Moms control 85% of purchase decisions. Consider these numbers:

60% of tech purchases influenced by women
70% of vehicle purchases guided by moms
80% of travel purchases directed by women

As one boardroom moment revealed, not a single man had bought his own deodorant—his wife did.

The Most Undervalued Market Segment

Moms are not just caregivers. They are household CFOs and gatekeepers of consumer power. Ignore them, and brands risk irrelevance.

To listen to full conversation with Maria, please click on Youtube video in the comments.

29/09/2025

Moms buy everything. 85% of household purchases. $4.3T annually in the US. Ignore the CFO of the home, and your brand loses.

Maria Bailey points out that moms influence 60% of tech, 70% of cars, 80% of travel. Yet brands still underestimate them.

19/09/2025

The Campaign That Knew Men Better Than They Knew Themselves

When Seagram’s Imperial Blue launched its ‘Men will be men’ campaign, it was a masterclass in surrogate advertising. Crafted by the advertising giants at Ogilvy & Mather, the campaign cleverly sidestepped restrictions on alcohol advertising by promoting “Imperial Blue Superhit Music CDs.” This approach allowed the brand to connect with its target audience of men aged 25 to 40 through a relatable and humorous lens.

The advertisements, a series of slice-of-life vignettes, depicted the modern Indian man in his perpetual—and often futile—quest to impress women. Laced with irony and a subtle, self-deprecating humour, the campaign showed men’s hilarious foibles and their almost incorrigible weakness for the opposite s*x.

One particularly iconic element was the soulful ghazal “Pyaar ki raah mein chalna seekh…,” composed by the legendary Jagjit Singh and penned by Ajay Gahlaut. This musical signature became synonymous with the brand, making the commercials instantly recognizable and memorable.

The campaign’s enduring appeal came from its ability to capture those authentic, unspoken “menisms” that audiences, both male and female, could smile at knowingly. It was a campaign that didn’t just sell a product; it celebrated the lighter side of masculinity.

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