CoBB | Conversations on the Business of Brands

In this insight-packed episode of CoBB, Sharavana Raghavan interviews Sudeep Chawla on a word that marketers love to throw around—but rarely stop to define: meaning . What does it truly mean to do meaningful work as a marketer? Does every brand need to become an emotional powerhouse to matter? How do you figure out where your brand sits in the consumer’s mind—and where it should? Through practical...

In this episode, Sudeep flips the script and interviews Sharavana on a bold but necessary premise: Indian businesses can no longer afford to copy Western playbooks. The Indian consumer, economy, and cultural landscape demand original thinking. Sharavana draws from real-world brand examples, market dynamics, and consumer behaviour to argue that it is time for founders and marketers to stop imitatin...

In this heartfelt episode of CoBB, hosts Sharavana Raghavan and Sudeep Chawla pay tribute to a man who didn’t just shape Indian advertising. He shaped how Indians saw themselves. Mr. Piyush Pandey, the legendary creative mind behind some of India’s most iconic campaigns, passed away recently, leaving behind more than a legacy. He left behind a way of life. Drawing from personal memories, industry...

In this eye-opening sequel to the previous episode, Sudeep Chawla interviews Sharavana Raghavan to shine a light on the lesser-known side of influencer marketing - the risks, the realities, and how brands can stay grounded in the middle of all the noise. Packed with case studies like Dream11 and Mamaearth, this episode uncovers the laddered strategy behind some of India’s most successful influence...

In this sharp and revealing episode of CoBB, Sharavana Raghavan demystifies the world of influencer marketing in a conversation with Sudeep Chawla. From Queen’s-endorsed crockery to nano-influencers on Instagram, the duo traces how influencer marketing evolved and how today’s marketers can make sense of what often feels like a circus. Through analogies, examples, and a practical playbook for budge...

In this thought-provoking episode of CoBB, hosts Sudeep Chawla and Sharavana Raghavan explore the crucial distinction between designation and role — and why understanding what you actually do is far more important than the title on your business card. Inspired by a powerful anecdote shared by Rajiv Bajaj, Managing Director of Bajaj Auto, this conversation unpacks how leaders and marketers alike ca...

In this truth-bomb-laden episode of CoBB, Sudeep Chawla interviews Sharavana Raghavan to unravel the paradox of marketing research, if everyone is doing it, why do most innovations still fail? Using examples from Dettol, Farmley, and their own deep-dive into snacking behaviour, the duo expose how research often confirms pre-existing biases instead of uncovering real insights. Sharavana makes a com...

In this episode of CoBB, hosts Sharavana Raghavan and Sudeep Chawla break down the often-misunderstood world of brand architecture — offering a practical framework to help brand builders avoid chaos while scaling their portfolios. Using relatable examples from everyday brands like Cadbury, Colgate, and Tata, the duo explores how marketers can structure brands for clarity, consistency, and long-ter...

In this provocative episode of CoBB, Sudeep Chawla interviews Sharavana Raghavan on a bold new qualitative report, "Beyond Healthy: What Really Drives Snack Acceptance in Indian Homes." Drawing insights from conversations with over 250 consumers across Hindi-speaking markets, the report challenges the dominant narrative around “healthy snacking” that fills startup decks, LinkedIn posts,...

In this episode of CoBB, hosts Sharavana Raghavan and Sudeep Chawla strip away the glossy veneer of marketing to reveal the gritty, unstructured reality that marketers live every day. Sudeep, drawing from his extensive experience, offers a candid, behind-the-scenes look at the mental and strategic rigour involved in solving business problems through marketing. Contrary to the popular perception th...

In this episode, Sudeep grills Sharan on a brutally honest question - why are so many emerging consumer brands getting steamrolled by Quick Commerce platforms? Sharan shares firsthand founder conversations and hard-earned insights to make a bold claim: Q-Com isn’t the problem. You are, if you’re treating it like a business model instead of a channel. What follows is a fiery, insight-packed breakdo...

In this quirky yet insightful episode, Sudeep and Sharan explore an unusual analogy - how marketers are similar to ducks. Sudeep breaks down five distinct ways a marketer’s job mirrors the life of a duck: calm on the surface but furiously paddling underneath, staying unaffected by their environment, taking short strategic flights, diving in when needed, and balancing short-term and long-term focus...

In this follow-up to Episode 135, Sudeep Chawla continues his conversation with Sharavana Raghavan, diving deeper into how brands—both global giants and local heroes—have cracked the code to rural distribution in India. From HUL’s legendary Project Shakti to Parle-G’s drought-time dominance and Ghadi’s two-rupee trust model, this episode moves from principles to powerful playbooks. It’s a mastercl...

In this episode, hosts Sharavana Raghavan and Sudeep Chawla explore a question many young marketers are asking today. How can you learn, grow, and make an impact when your organisation limits experimentation and the economy feels slow? Sudeep offers an unexpected answer: B2B2C categories. Often seen as unglamorous and rigid, industries like paints, adhesives, waterproofing, and pipes actually offe...

In this episode, Sudeep Chawla interviews Sharan on one of the most under-discussed but critical topics in Indian marketing—how brands can build effective rural distribution. Sharan draws from years of consulting experience and insights from Rama Bijapurkar’s Lilliput Land to reframe rural distribution as a strategic design challenge rather than a logistical nightmare. This episode sets the founda...

In this episode, hosts Sharavana Raghavan and Sudeep Chawla dive deep into a timely challenge for brand builders — how can advertising truly make an impact in the age of reels, shorts, and endless scroll? Sudeep unpacks the evolving media landscape where attention is fragmented, competition is infinite, and algorithms feed our every instinct. As digital platforms shift the power entirely to the co...

In this episode, Sudeep Chawla flips the mic to interview Sharavana Raghavan on a deceptively simple but highly debated topic—how should one judge brand communication? Sharan lays down a compelling case for why most marketers get it wrong. He argues that judging an ad based on how it “feels” or how “beautiful” it looks is a flawed approach. Instead, he introduces a practical 5-point framework to h...

In this episode, hosts Sharavana Raghavan and Sudeep Chawla discuss an unconventional yet powerful principle for brand builders — the importance of diving deep into sales to become a better marketer. Sudeep shares how his own journey from sales to marketing taught him that true marketing mastery is incomplete without understanding the sales ecosystem. Together, they explore why young brand manager...

In this episode, hosts Sharavana Raghavan and Sudeep Chawla explore a growing trend—influencers launching their own brands—and why most of them fail. Sharan takes a firm stance, arguing that while influencers excel at creating engagement, most of them struggle to build sustainable businesses. He and Sudeep break down the key reasons why influencer-led brands either thrive or crash and burn, and wh...

In this episode of CoBB, hosts Sharavana Raghavan and Sudeep Chawla dissect how marketers often "put the cart before the horse" by prioritizing trends and occasions over a strong brand proposition. Sudeep shares insights on how brands sometimes become slaves to topicality—whether it’s through festivals, tentpole events like IPL, or moment marketing—without ensuring a strategic alignment with their...

In this episode, hosts Sudeep Chawla and Sharavana Raghavan dissect the challenges facing regional FMCG brands in India. With recent reports highlighting their slowing growth, Sharan connects the dots between market dynamics, the Long Chew phenomenon, and why many of these brands are struggling to sustain momentum. The discussion covers: Why Regional FMCG Brands Are Slowing Down The Growth Illusio...

In this episode, co-hosts Sudeep Chawla and Sharan Raghavan explore a critical challenge for emerging brands: the temptation to copy trends, competitors, and viral campaigns. This conversation dissects why mimicking others often backfires and how brands can focus on authenticity and long-term value instead. KEY TAKEAWAYS: The Illusion of Virality as a Strategy: Many brands mistakenly believe they...

In this episode, co-hosts Sudeep Chawla and Sharan Raghavan challenge a widespread belief in the marketing world: Can marketers outside of FMCG develop world-class marketing skills? Or is FMCG truly the only space where marketing talent can be honed? With insights from Sudeep’s experience across FMCG, B2B, and B2C industries, this conversation breaks down the essential skills every marketer should...

In this episode, co-hosts Sudeep Chawla and Sharan Raghavan tackle a common entrepreneurial misconception: that a great product is all it takes to succeed. This conversation highlights how storytelling, branding, and experience delivery are essential for creating lasting impact in a commoditized world. KEY TAKEAWAYS: 1) The Myth of ‘Build It and They Will Come’: Entrepreneurs often focus solely on...

In this episode of CoBB, hosts Sudeep Chawla and Sharavana Raghavan delve into the transformative role of AI in marketing personalization. Sudeep shares insights on how AI enables both hyper-personalization and mass personalization, exploring how marketers can use these tools to connect with their audience effectively. The discussion highlights: Hyper-Personalization: Real-life examples like Cadbu...