In this thought-provoking episode of Conversations on the Business of Brands (CoBB), Sharan and Sudeep dive into the often overlooked balance between logic and intuition in media planning. Using real-life case studies of brands like Atomberg Fans and Govardhan Ghee, they explore how unconventional media strategies can achieve remarkable results when guided by clarity, empathy, and conviction. KEY TAKEAWAYS: The Art and Science of Media Planning: Sudeep emphasizes the importance of...

In this episode, Sharan and Sudeep tackle a pressing question in today’s content-heavy marketing landscape: *Is traffic really a sign of success?* Diving into the often misunderstood world of content marketing, Sharan explores why chasing views and clicks might actually derail brand goals rather than support them. Together, they discuss the pitfalls of focusing on vanity metrics and the difference between brands acting as “content creators” versus “media houses.” Throughout this lively...

In this episode, Sharan interviews Sudeep in a deep dive into how traditional and digital marketing approaches are evolving. They revisit the past reliance on TV as the cornerstone of Integrated Marketing Campaigns (IMCs) and contrast it with today’s multifaceted strategies tailored for a cluttered media environment. KEY TAKEAWAYS: The Shift from TV-Centric Campaigns to Multi-Channel Approaches: Sudeep elaborates on how marketers once centered brand messaging around TV campaigns, which...

In this episode, Sharan and Sudeep dive deep into the strategic decisions brands face when determining whether to "fight" and persevere or "flight" and pivot in declining markets. Drawing on practical examples and case studies, they discuss the critical signals that help marketers differentiate between a temporary market slump and a terminal decline. KEY TAKEAWAYS: 1. Recognizing Market Declines: Slump vs. Terminal Decline Sharan discusses the key indicators that reveal whether a...

In this episode, Sharan and Sudeep dive deep into a critical topic for emerging businesses—how to leapfrog the "long chew" phase of the brand lifecycle and accelerate growth once product-market fit (PMF) has been achieved. Sudeep unpacks the idea of "gaming the marketing stage," explaining how brands can effectively transition from proving their PMF to scaling up without getting stuck in the long chew—a period where many businesses struggle to convert early success into sustained growth....

In this episode of, Sudeep and Sharan tackle the often misunderstood concept of Product-Market Fit (PMF). Drawing from their extensive experience in B2C and B2B sectors, they break down what PMF really means and why it’s essential for businesses of all kinds. This is a must-listen for any entrepreneur, marketer, or business leader aiming to scale a brand successfully. EPISODE HIGHLIGHTS: What is PMF? Sharan defines PMF as the point where your product satisfies a market need...

In this episode of Conversations on the Business of Brands, Sudeep and Sharan sit down with Sneh Jain, co-founder of The Baker’s Dozen, to discuss his journey of building one of India’s largest artisanal bakery brands. The conversation spans from personal stories of grit and determination to the strategic pivots that shaped The Baker’s Dozen’s growth. EPISODE HIGHLIGHTS: Founding Story & Vision: Sneh shares how he and his wife Aditi started The Baker’s Dozen in 2013 with the vision...

In Part 2 of our conversation with Sneh Jain, co-founder of The Baker’s Dozen, we dive into the operational challenges and strategic pivots that shaped the growth of one of India’s leading artisanal bakery brands. EPISODE HIGHLIGHTS: People Over Process: Sneh shares the inspiring story of Bharat, who began as a cleaner and rose through the ranks to become a consultant chef. His journey underscores *The Baker’s Dozen’s* commitment to building internal talent and empowering local...

In this episode of *Conversations on the Business of Brands*, Sudeep and Sharan sit down with Sneh Jain, co-founder of *The Baker’s Dozen*, to discuss his journey of building one of India’s largest artisanal bakery brands. EPISODE HIGHLIGHTS Founding Story & Vision: Sneh shares how he and his wife Aditi co-founded *The Baker’s Dozen* in 2013 with a mission to deliver high-quality, authentic bakery products across India. He talks about their decision to focus on product quality as...

In this episode, hosts Sudeep Chawla and Sharavana Raghavan delve into the psychology of marketing by discussing the power of emotions in brand communication. The episode focuses on how brands tap into the two core emotions—Want and Fear—to create effective marketing strategies. Sudeep argues that marketing communication often boils down to creating either a desire (want) or addressing insecurities (fear) in the consumer's mind. The conversation expands with real-world examples from both...

In this episode of CoBB, hosts Sharan and Sudeep revisit the ever-relevant debate between performance and brand marketing, analyzing the strategic shifts made by two iconic brands: Nike and Airbnb. They explore the risks, rewards, and consequences of favouring one approach over the other and highlight the importance of striking the right balance. KEY TAKEAWAYS: 1. Nike's D2C Journey and Challenges: Nike shifted towards a Direct-to-Consumer (D2C) model, significantly reducing its reliance...

In this episode, Sharan and Sudeep dissect the critical “GAMeS” Direct-to-Consumer (D2C) brands must play to succeed. With a sharp focus on building sustainable growth, Sharan breaks down the essential elements that help brands scale beyond their initial online successes. These include go-to-market (GTM) strategies, assortment planning, and leveraging existing online learnings for offline distribution. Throughout the episode, Sharan and Sudeep emphasize that D2C is not just a strategy...

In the final part of our conversation with Saurabh Bajaj, EVP of Prepaid Marketing at Vodafone Idea and author of "The Practical Marketer," we explore his journey through the evolving landscape of marketing. Saurabh delves into the challenges of moving from a focus on achievement to contribution, the impact of data overload on decision-making, and his experience in brand building at Cadbury. The discussion also covers his advice for marketers in performance-driven roles and how to balance...

In this episode of CoBB, Sharan and Sudeep engage in a lively discussion with their friend and ex-colleague Saurabh Bajaj, currently EVP of Prepaid Marketing at Vodafone Idea and author of the newly released book, "The Practical Marketer." Saurabh shares his journey from being a marketing professional at Cadbury/Mondelez India to becoming a first-time author. The conversation covers his prolific LinkedIn activity, his passion for teaching, and his process for writing and publishing the...

In the final installment of our special 100th episode, we focus on the human side of brand building—scaling teams, fostering culture, and the leadership strategies that drive long-term success. Our guests, Puru, Manas, and Sapna, dive deep into their experiences of building and managing teams, navigating the challenges of leadership, and ensuring their organizations stay aligned with their core values as they grow. This episode offers valuable insights into the people dynamics that underpin...

In the third segment of our special 100th episode, we shift focus to the critical challenges of scaling and distribution. Our expert panel, including Puru Gupta, Manas Madhu, and SapnaDesai, discuss the intricacies of taking their brands to the next level, with a deep dive into the real-world struggles of distribution, market dynamics, and the hard choices that define success. This conversation pulls back the curtain on the less glamorous but essential aspects of brand...

In this continuation of CoBB's milestone 100th episode, we dive deeper into the world of brand building with our expert panel of guests. Hosts Sharavana Raghavan and Sudeep Chawla are joined by Puru, Manas, and Sapna to share their experiences and strategies in creating successful brands. This episode covers the challenges of distribution, the impact of COVID-19, and the importance of customer feedback and market fit. PANELISTS: Puru Gupta - CoFounder of True Elements, a brand dedicated...

In this landmark 100th episode, we bring together a dynamic panel of guests to explore diverse perspectives on brand building. Joining hosts Sharavana Raghavan and Sudeep Chawla are two successful startup entrepreneurs and a seasoned CMO. Together, they dive into the intricacies of creating and scaling remarkable brands in today’s competitive market. PANELISTS: Puru Gupta - CoFounder of True Elements, a brand dedicated to healthy breakfast and snacks, with a strong presence both online...

Sharan and Sudeep delve into the concept of T-shaped expertise and its significance in various fields such as marketing, business, and even yoga. They discuss the importance of developing deep expertise in one area and then applying that knowledge broadly across different contexts. This episode provides valuable insights for marketers and professionals looking to enhance their careers by becoming T-shaped individuals. Key Topics Discussed: Introduction to T-shaped Expertise: Sudeep...

Metrics & Measurements: Making Sense of the Numbers In this episode, Sharan and Sudeep delve into the crucial topic of metrics and measurements in business. They challenge the conventional wisdom of "measure everything" and offer practical guidance for entrepreneurs and marketers. Our hosts kick off the discussion by reflecting on an earlier episode, "Measure What You Treasure," emphasizing the importance of measuring critical business factors. However, Sharan argues that many...

In this episode, Sharan and Sudeep delve into the complexities of misleading advertising within the realm of ethical marketing. They challenge the traditional understanding of what constitutes misleading ads and offer practical guidance for marketers. Our hosts kick off the discussion by defining misleading advertising, differentiating between exaggerated claims and visual representations. They illustrate their points with examples such as Cadbury's ChocoBomb, Mentos' "Zindagi," and the...

In this episode, Sharan and Sudeep dive into the intricate realities of brand loyalty. Is it truly an emotional bond or merely a matter of convenience and habit? This episode challenges the conventional wisdom around brand loyalty and offers a practical guide for marketers. Our hosts start by discussing why recent studies question the traditional concepts of brand loyalty. With only 13% of consumers feeling a deep attachment to brands, Sharan explains why speed, ease, and habit are the...

In this episode of CoBB | Conversations on the Business of Brands, Sharan and Sudeep dive into the core attributes that make a marketer effective daily. This is not about the broad strokes of marketing strategies but the daily grind that defines success. Our hosts start by discussing why these three attributes—Freshness, Finishiative, and Fitness—are critical for marketers aiming for excellence. Think it’s just about the big ideas? Think again. They reveal why day-to-day habits and...

In this episode, Sharan and Sudeep tackle the critical topic of Unit P&L, breaking down its importance, common pitfalls, and practical applications for startups. Whether you're a seasoned entrepreneur or just starting, this episode provides essential insights into understanding and managing your business's financial health. Our hosts kick off by highlighting why every business owner, regardless of their background, needs to be on top of their numbers. They delve into why many startups...