Ep 32 : Journey of Global Superbrands in India - Lifebuoy 'Helps a Child Reach 5' Campaign, Surf Excel 'Dirt is Good' .Nostalgia Marketing & Re-launching Jawa Bike in India by Saji Abraham
How to build brands full of purpose? Case Study of Lifebuoy in India
\nHow to re-interpret a global positioning for a brand and make it relevant in local market ? Case Study of Surf Excel
\nHow to revive a brand after a long slumber, and give it a new life with nostalgia marketing ? Case Study of Jawa Bike
\nSaji Abraham, Founder Fighting Fit Brands, answers the above questions as he takes us on a fascinating journey of Lifebuoy and Surf Excel's evolution as a brand in India.
\nSaji has 25+ years of experience in advertising and marketing across Lintas, where he was an Executive Director and Classic Legends (the resurrectors of iconic motorcycle brands Jawa, Yezdi and BSA) where he was the Chief Marketing Officer. Saji Abraham has helped launch brands, resuscitate flagging ones and propel both challengers and leader brands onto a growth trajectory.
\nSaji has now founded Fighting Fit brands with an ambition of helping brands realise their true potential.
\nPlease visit Saji's new company at https://fightingfitbrands.com/
\nConnect with Saji on Linkedin https://www.linkedin.com/in/saji-abraham/
\n00:00 Introduction
\n01:53 Lifebuoy Caselet - Help a Child Reach 5 Campaign
\n07:00 Surf Excel Caselet - Dirt is Good Reinterpreted as Daag Acche Hain
\n15:50 Nostalgia Marketing - Jawa Bikes Experience
\n19:30 Role of Ad Agency from CMO Perspective
\n23:26 Saji's New Venture - Fighting Fit Brands
\n24:50 Rapid Fire : Personally Speaking with Saji
\nJagged 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.
\nPlease connect with Jasravee on Linkedin https://www.linkedin.com/in/jasravee/
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\nJagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at http://www.mastersun.in/