Jagged with Jasravee - Marketing Show

29/08/2025

Tanishq's Return to Roots - From Tiffany’s Shine to India’s Soul

In a conversation with Jasravee Kaur Chandra, C K Venkataraman, MD of Titan Company Limited talks about the strategy to shift Tanishq’s focus from mimicking Western brands like Tiffany & Co. to embracing its Indian heritage and cultural identity.

Some Key Points

When Films Became Jewellery Ads
Bollywood blockbusters like Jodhaa Akbar and Padmaavat embedded Tanishq into India’s cultural fabric.

The Power of Language
Campaigns in Hindi, Tamil, Telugu turned an outsider into an insider brand.

Culture Inside Stores
“The craft store reflects the culture of that particular city inside the store.” From Bengali murals to regional festivals, stores became cultural spaces.

The Human Connection
Delivering payasam during Onam made Malayali customers cry with joy. “My god, this is my brand.”

Premium with a Heart
Tiffany inspired the polish, but India gave the soul. Mr Venkataraman points out, “There’s a sophistication and class in Tanishq that is very unique.”

25/08/2025

Is Gen Z Inventing Identity Before Living It? Asks Santosh Desai in a conversation with our host Jasravee Kaur Chandra on our podcast.

Gen Z: Living in a Liquid World
“Gen Z comes into a world where there are no rules, all rules have changed.” Work, money, age, relationships, even truth itself — everything is fluid. At 19, you can be a billionaire or still searching for who you are.

Identity Before Life
This is a generation forced to invent identity before living it. As Santosh puts it: “You are not just receiving the world. You have to broadcast yourself.” On social media, the self is daily content, judged by peers every hour.

Relationships as Therapy
Love today often sounds like counselling. “Young people in relationships are co-therapists more than they are partners.” The language of red flags and toxicity defines intimacy itself.

Workplace Hypocrisy
Gen Z also sees through corporate lies. “Just because we have an office and a laptop does not make us anything more than labour.” They question why longer hours don’t mean more pay. They ask bluntly: if companies can fire at will, why expect loyalty?

Learning, Not Judging
Instead of mocking Gen Z as flighty, maybe we should listen. Santosh concludes by saying: “Other generations should learn from what Gen Z is going through rather than pass judgment.”

Santosh Desai is one of India’s most insightful cultural commentators and branding minds, known for his ability to decode the everyday with rare clarity and wit. A columnist, author, and thought leader, he currently serves as the Managing Director and CEO of Futurebrands Consulting India.

23/08/2025

Sam Tatam was an incredibly insightful guest at our podcast.

His book and his ideas helped expand our thinking.

Including snippets from our podcast which gives a peek into his thinking and also his personality.

RIP Sam. Stay Jagged wherever you are.

13/08/2025

In B2B marketing, Ambi Parameswaran points out, branding is a growth driver if you bother to ask customers what they really think.

Thermax Limited feared rebranding. Market research proved they were nearly as respected as L&T. The rest is history.

05/08/2025

We live through our fingertips. But to ride is to feel again.

Santosh Desai points out that reconnects us to our bodies, to sensation, to life.

Royal Enfield is a reminder to live fully, physically.

28/07/2025

Has Nykaa Made Beauty Truly Democratic in India?

According to Alpana Parida, Nykaa didn’t just sell beauty. It cut the distance between models and women. While others sold airbrushed dreams, Nykaa gave real women makeup guides and community. It didn’t preach. It coached. And it changed everything.

From Distant Glamour to Daily Confidence

For years, beauty in India was aspirational and distant, the domain of airbrushed celebrities. “There was a distance between the gaze of the person and this girl who was posing in this very beautiful fashion.” Nykaa cut that distance. It showed everyday women how they could look stunning themselves.

The Rise of the “How-To” Culture

Instead of selling dreams, Nykaa offered tools. “Nykaa showed how to apply it and therefore how to use it.” It wasn’t just about selling a mascara, it was about explaining how and when to use it, and what look it could create. Tutorials replaced ads. Guidance replaced gloss.

Content + Community = Revolution

Nykaa’s strength wasn’t just product range. It was its community-first approach. “Content and community, these were the two major pillars.” Through relatable, local content, Nykaa created not just customers but fans. Its Zoom makeup tips during lockdown were legendary.

Coaching, Not Preaching

In a world where beauty often intimidates, Nykaa became a friend. “They actually talk to the Indian consumer as their friend and as their coach.” It wasn’t about perfect skin, it was about helping people feel seen and confident.

The Result? A New Kind of Star

“They could become stars of their own life.” That’s Nykaa’s legacy: not just democratizing beauty, but making self-expression accessible to millions.

19/07/2025

Michael Sheldrick is Jagged With Jasravee

In this conversation with Michael, Michael believes that advocacy isn’t about slogans. It’s about convincing others to act through meaningful, authentic stories. “A good advocate is a good storyteller.”

When Coldplay said they wouldn’t tour unless they halved emissions, they meant it. From kinetic dance floors to solar roofs, they showed their how, not just their why.
• DHL backed them with real support.
• Fans saw change in action, not just a marketing gimmick.

Michael believes that in our society today, “People want agency but they don’t know how.” Brands that show HOW they drive change, not just say WHY, win trust, build community, and create real impact.

Brands need to create spaces for participation:
• Let customers co-create, not just consume.
• Be transparent about the struggle, not just the success.

And consumer segments like the Gen Z respects authenticity. They demand more than hashtags:
• Real impact
• Clear purpose
• Inclusive narratives

The most powerful brands today don’t sell products. They build communities around purpose, hope, and action. That’s the future.

Michael is Co-Founder of Global Citizen, one of the world's largest movements turning advocacy into real action, mobilizing billions for poverty eradication, climate solutions, and systemic change.

hashtag hashtag hashtag hashtag hashtag

11/07/2025

Welcome back to our Mom 3.0 series, where we’ve explored her demographic might, self-focus pivot, co-creation power, humor as connection.

This post honors the “good enough outcomes” mom. Inspired by Susie O’Brien’s Half-Arsed Parenting and Twinkle Khanna’s candid take, we celebrate the raw honesty of burnt cupcakes, crooked crafts, and unmade beds. When brands spotlight these beautifully flawed moments, they tap into deeper trust and loyalty.

Authenticity isn’t a trend; it’s a strategic imperative. Position your product alongside her genuine hustle and everyday triumphs, and you become a true partner in her parenting journey.

Ready to move beyond staged perfection and resonate with the perfectly imperfect Mom 3.0?

07/07/2025

02/07/2025

Is AI Honasa’s Secret Weapon in Beauty?

Honasa is using AI to turn Instagram comments into product launches.

What if your next sunscreen exists because 1,000 people tweeted about it?

From trend to shelf in record time. Honasa’s AI turns scrolls into sales.

01/07/2025

Tanishq’s Customer Best Practice - “Emotional Intelligence at Scale”

Tanishq fuses data with emotion. Tanishq combines cutting‑edge technology with a human touch to elevate customer relationships.

In a conversation with Jasravee Kaur Chandra, C K Venkataraman, MD, Titan Company Limited, says, “Today, when you walk in, our system knows your birthday. We cut a cake before you leave.”

At the heart of this is Digital Emotional Intelligence, enabling brands to respond like close friends: anticipating needs, acknowledging emotions, and delivering contextually relevant experiences .

Tanishq achieves this by:

Integrating data streams: Loyalty info, transactional history, real-time digital engagement, and in-store behavioral cues are unified for a cohesive view of each customer .

Next‑Best‑Action (NBA): A real-time recommendation engine guides sales staff. They can suggest the perfect piece or celebrate a key moment: like offering cake for a birthday the next day.

Personal milestone activation: When the system recognizes an upcoming birthday, the store staff prepare a celebration, complete with cake, before the customer leaves, blending automated foresight with personal warmth.

This Tech + Touch blend positions Tanishq as a trusted advisor, not just a jeweller.

The system is not only responsive but emotionally intelligent, forging long-term bonds and driving real “brand love”





.

30/06/2025

In our Mom 3.0 series, we’ve mapped her financial clout and the pivot to self-fulfillment.

Now, we spotlight how she’s rewriting the parenting playbook through Conscious Parenting.
Clinical psychologist Dr. Shefali champions a philosophy where mothers don’t just guide—they learn from their children. In a world where kids are digital natives fluent in technology, diversity, and inclusivity, they become unexpected mentors.

Mom 3.0 doesn’t fear role reversal; she embraces it as a pathway to growth for both child and parent.

For brands, this opens fresh creative terrain: co-create campaigns that show real mother-child conversations, celebrate mutual discovery, and tap into kids’ authentic voices.

Stay tuned as we reveal how this dynamic reshapes messaging, engagement, and brand loyalty in the age of Mom 3.0.