Marketing with Vani

Everyone has heard about the new normal, but for people in marketing, what does the new normal look like? What are the ways in which customer behavior has changed? How does buying happen post-pandemic?  Vani Gupta talks to Bhaskar Ramesh to decode trends that every marketeer and D2C founder must know. Bhaskar is the director of Google’s omnichannel business in India and has spent more than a decad...

Go digital, get growth- the pandemic has changed rules for the B2B segment. How to better address pain points? Will branding become indispensable? In this episode, industry expert Shiv Shivakumar speaks about what it would take for B2Bs to make the cut! 📄 Click here to read the transcript Enjoyed the episode? Please consider listening to the other episodes and subscribe to “Marketing with Vani” o...

Out with the old, in with the new- companies must pull their socks up if they want to succeed in a digitized world! In this episode, Vani speaks with Shiv Shivakumar who lays out his new theory on digital and shares golden insights on how companies can pivot to thrive. 📄 Click here to read the transcript Enjoyed the episode? Please consider listening to the other episodes and subscribe to “Market...

What’s this buzz about Purpose Marketing?! Is it really necessary for brands to stand for a good cause for society? Listen on to understand why it is important for brands to sync purpose with the product offering rather than advocate something that merely sounds good to society.

In today's ultra-cluttered mind, media and madness how does one make a brand stick in the consumer's mind? By creating distinctive brand assets. A strong sonic identity is one such. Listen on!

In this mobile-first world, one must include YouTube in the marketing plan. But is it wise to blindly copy-paste TV ads on YouTube and make them un-skippable? In this episode, Vani speaks with Karan Amin , who explains the difference between TV and digital and what brands must do to win at digital.

If we were to put it in numbers, 10% of the internet users in the country are ‘India’. The rest is Bharat!  Yet most of us marketers fail to understand the real Bharat and fail to deliver authenticity in our content. In this episode, Vani speaks with Vinay Singhal , the flag-bearer of Bharat. He is a two-time entrepreneur who previously headed Wittyfeed which was India's largest viral content comp...

In India, 80% of celebrity usage in the advertising industry is not thought through! In this episode, Vani speaks with Bobby Pawar and Subhash Kamath – the who’s who of the Indian advertising industry, where they debunk the myths surrounding celebrity endorsement and explain why it is not always a good idea to incorporate it into your brand strategy.

Of course, a celebrity brings stature and immediate awareness - but how does one make sure one picks the right one, and what all goes into making for a great celeb endorsement?  In this episode, Vani speaks with Dhruv Chitgopekar, Co-founder, Collective Artists Network, who takes us through the world of celebrity endorsement and explains why it is always a good idea!

Everyone knows of the legendary war between Coke and Pepsi in the 90s. In spite of Coke winning the title sponsorship for the 1996 World Cup, it was eventually Pepsi that garnered all the eyeballs with its campaign ‘Nothing official about it’. That was challenger marketing at its best! This episode is a deep dive into the concept of challenger marketing where the industry stalwarts explain how bra...

This episode is truly a special one! The one where you’ll deep dive into the brain of a man with the Midas touch, founder of one of India’s oldest internet companies, Info Edge, that has produced numerous unicorns. In this episode, Vani speaks with Sanjeev Bikhchandani , the original giant of the Indian internet start-up ecosystem, where he shares golden insights on what it takes to build and scal...

Today every brand willy nilly has performance marketing as part of its promotion mix. But can it alone bring value in the long term? In this episode, Vani speaks with Pawan Sarda and Lloyd Mathias , who have explained in detail the pitfalls of using performance marketing in isolation and why it is necessary to marry it with conventional marketing principles.

What is performance marketing? How can one get the best deal? Why does it come cheaper at times and not so cheap at other times? In this episode, Vani speaks with Shankar Prasad, Shashank Mehta and Shubho Sengupta , on the science behind Performance Marketing.

Are you clear about the problem you are solving for? Seems simple yet it's the one thing start-ups struggle with most.  Rohit Bhayana, Co-founder and Managing Partner, Lumis Partners , has invested in numerous ventures. In this episode, he has shared insightful pointers on how early-stage start-ups must think of innovation and give it scale and form.

Influencer marketing has become an essential part of the digital marketing mix! In this episode, Vani speaks with Subhash Kamath, Chairman and Manisha Kapoor, Secretary-General of The Advertising Standards Council of India , who explains the ASCI guidelines for Influencer Marketing and why it is required.

Have you ever wondered why a brand like Coke or Pepsi is iconic and why some brands fail to create any impact? Well, the secret lies in something known as ‘The Brand Book’. In this episode, Vani speaks with Bobby Pawar, Kaushik Prasad and Subhash Kamath – the stalwarts of the advertising world, to decode the whats, whys and hows of a brand book and how to get it right!

Are you someone who checks out the Instagram page of a brand first rather than stopping by at their website?   In this episode, Vani speaks with Pawan Sarda , who shares insights on why Instagram has become the most-trusted vehicle for brands to increase their reach.

Building a brand is just like a jigsaw. And a clearly defined brand philosophy is one such crucial piece! In this episode, Vani speaks with Bobby Pawar , who decodes Nike’s brand philosophy and explains the reason why ‘Nike Doesn’t Do Funny Shit’.

I don’t think consumers differentiate between 85 and 90, people only differentiate between 0 and 100. In this episode, Vani speaks with Shashank Mehta of The Whole Truth Foods , where he explains the philosophy of Challenger Thinking and why challenger brands are able to make the difference and rise above the din.

Creating is easy, what to create is a million-dollar question! In the first episode of Marketing with Vani, we have Aashish Chopra, Vice President (Content Marketing), ixigo.com , who talks about what it takes to make a content piece viral.