Jagged with Jasravee : Cutting-Edge Marketing Conversations with Thought Leaders

"You can't fire an LLM." Santosh Desai's blunt line sums up his entire argument: accountability, judgement and subjective experience are the three things AI will never replace. From brand naming to youth protest to raising Gen Alpha on algorithms, this conversation is a masterclass in thinking clearly about technology without falling for the hype or the panic. 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. Jagged with Jasravee is facilitated by Jasravee Kaur Chandra. Jasravee has over 25 years experience as a Strategic Brand Builder, Communications Leader and Entrepreneur.

How did four Indian men in a 1942 garage defeat British monopolies? Discover the hidden strategy behind India's biggest paint empire.In 1942, India's paint market was a colonial franchise. Asian Paints bypassed rich distributors to empower rural dealers directly. They integrated mainframes a decade before ISRO and built an untouchable supply chain. Today, new competitors like Birla Opus are testing this 82-year-old moat. Understanding this journey reveals how true business ecosystems are built. 

Harish Vasudevan deconstructs the complexity of digital marketing, arguing that it is simply "direct marketing on steroids". By focusing on the "Holy Grail" of one-on-one communication and simplifying the customer journey to its basic essence, businesses can stop wasting money on flashy tools.The key is to balance data with human instinct, avoiding the "last-click" trap that ignores the long road a consumer travels before buying.Many marketers are "driving into lakes" by following data blindly. Harish Vasudevan provides a refreshing perspective on metrics, urging non-marketers to start with questions rather than spreadsheets. From the enduring power of email (the "roach" of marketing) to the new "black boxes" of AI search, this conversation is a guide to navigating the digital arc without losing your business intuition.Jagged with Jasravee is facilitated by Jasravee Kaur Chandra. Jasravee has over 25 years experience as a Strategic Brand Builder, Communications Leader and Entrepreneur.

Indian brands are spending more and standing out less. Here's why and what the 2.5X Thriver brands are doing differently.What the flywheel economy, GEO, and upstream brand building mean for every CMO in India right now.In this episode, we go deep on Kantar's latest intelligence on brand meaningful difference and why India's marketing budgets are growing while brand distinctiveness erodes. We unpack the always-on flywheel of retail, social, search, and LLMs that now shapes consumer decisions before they even know they're deciding. We examine how rural India's digital behaviour has outpaced brand strategy by years — and what an original rural-first strategy actually looks like beyond the affordability lens.0:00 Why brands spend more and get remembered less1:09 Brand building playbook for 2026 introduced2:06 Funnel to flywheel: how media fragmentation changed marketing3:32 Meaningful difference: thrivers vs survivors5:16 Tanishq case study: emotional brand building6:24 Why 85% of brands fail at emotional relevance7:50 Royal Enfield brand comeback: emotional consistency11:25 Platform creativity vs consistent brand proposition13:50 Why repurposing TV ads for digital fails15:08 Brand health metrics: what to track instead of VTR16:52 LLM brand visibility and share of model explained17:22 Why PR matters more in the AI era20:14 GEO optimisation: appearing in AI recommendations25:02 Winning upstream: priming consumers before purchase30:27 Retail media and quick commerce strategy34:40 Rural India: the most underserved brand opportunity38:18 Trends vs fads: how to tell the difference39:00 2026 brand correction: what survives39:35 Brand building playbook summary for 202642:09 Rapid Fire - Getting Personal with Soumya

Is your marketing data actually lying to you? In this episode, attribution expert Jeff Greenfield, founder of Provalytics and former CEO of C3 Metrics, breaks down why last-click attribution is costing brands millions, what really changed when cookies disappeared, and how to measure channels like CTV and podcasts where nobody clicks.We cover GA4's biggest blind spots, the truth behind Facebook and Google's walled garden data, and why pharma marketers face the hardest measurement challenges in the industry. Whether you're a CMO, performance marketer, or analytics lead , this is the conversation that will change how you think about measurement.Jeff is an entrepreneur, advisor, and disrupter with three decades of strategy, growth and marketing leadership. Jeff is currently building the next generation of AI-Driven Attribution as the co-founder and CEO of Provalytics which is a 'cookie-less' attribution & measurement solution which enables marketers to prove the impact from upper funnel channels like CTV and grow their budgets.