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Rishabha Nayyar is currently National Head of Strategy at 82.5 Communications, a WPP Ogilvy company. In this conversation at the jagged edges, Rishabha passionately expresses his views on some of the key concerns of the advertising and marketing Industry.

 He clarifies how Brand Purpose should not just used be a marketing gimmick but as an instrument of real change. He emphasises how brands will have bigger ideas if they accessed more of \u2018dil se\u2019 insights that is thick data rather than excessively on the logical big data. He wondered why a progressive narrative on men is completely absent in advertising and media; and brands continue to portray men through outdated stereotypes. 

Rishabha has over 17 years of corporate and entrepreneurial experience in which he has been a part of the brand building and communication story of more than 50 different brands (MNC, Indian, Leaders, Disruptors, Start-ups) 

Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur. 

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The conversation sought to answer a few questions like 

1. What does brand having a purpose mean? Why it has become mandatory to have a Brand Purpose? 

2. When do brands gets the purpose right . What are the factors that lead to a brand getting this right ? How does that brand benefit? How do people/ consumers benefit ? 

3. When and how is it that having a brand purpose gets abused ? Discussions on brand purpose included discussing examples of Apple, Surf (Daag Achche Hai Campaign ), Dove - Real Beauty Campaign , Fair & Lovely, Ariel - Share the Load Campaign, Whisper - Touch the Pickle Campaign 

Conversation on Big Data, Thick Data & Consumer Insight The conversation explores the reasons for over reliance on Big Data? It deals with the question of complexity of human beings and thus how can \u2018thick data\u2019 be excluded? 

The conversation delves on how were the Dil Se Insights (Thick data) available earlier, what changed and why?Is thick data losing out on credibility? Or just considered non-essential by the clients? But then isn't it critical for developing innovation? Thick data provides the context, emotion, a narrative in form of a story which is needed for the creative briefing process for the creative to take an imaginative leap from the thought. 

And is critical to understanding the real picture. Rishabha discussed how can agencies take up this work to enrich the briefing and creative process and his preferred methodologies for thick data. Rishabha outlines five things he would mandate in an agency for ensuring communication process is equipped with \u2018dil se\u2019 insights Conversation about Un-stereotyping Men in Media & Mass Communication The conversations veers around questions like \u201cAre all men the same? Are all men supposed to be complete men?

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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at www.mastersun.in