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Meraj Hasan, Chief Marketing Officer, Welspun Global Brands Limited talks about some of his key brand launch and positioning experiences on Reliance Jio launch in India, Tata Sky launch in India, Airtel launch in Sri Lanka and the genesis of the Pampers 'It takes Two' campaign.

Meraj Hasan is a Marketing & Communications professional with 20 years of rich and expansive experience traversing Corporate Houses, Creative Agencies, Categories, Brands & Nations. 

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. Jasravee is all about the authentic insight, a deeper cultural lens and the creative idea, for building meaningful brands that drive business growth. 

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Meraj goes back in time to discuss the launch of DTH with Tata Sky in India. Tata Sky was positioned as a never before viewing experience, a 10 X entertainment. The teaser showed everything that one has been using for entertainment being thrown out of the houses. Since they will not need it. So that\u2019s what Tata Sky was meant to do for your life, something mysterious and something which is 10 X entertainment..\u2026and of course can only be understood after an experience of it.This was expressed creatively through the line 'Isko laga dala to life jinga lala' 

He also discusses the launch of Reliance Jio and how Jio came into the picture with a huge vision. Mukesh Bhai (Mukesh Ambani). always believes that what is good for India is good for our business too. So when the logo was asked to include \u2018digital life\u2019 it completed the thought. \u2018jio\u2019 being \u2018growth\u2019. This is how Reliance group\u2019s commitment to growth gets played out. We know how data is the oil lubricating the wheels of the new economy. Internet is like fire. When fire was discovered and how it drove progress; the same way data is feeling our progress today. 

He also talks about launching Airtel in Sri Lanka. He talks about his month long immersion in Sri Lanka market to prepare for the launch. Sri Lanka is a very polite country and quite talkative as well. But when it came to using mobiles they used it like perfume and sprays. Sri Lankans are very proud of their heritage, their nature. They are awed by Bollywood. So the launch ad combined all these aspects- what they are proud of and what they aspire for. Shahrukh\u2019s coming in and saying Hello Sri Lanka was a way to ride on Lankan fascination for Bollywood. Further the Airtel Indian tune (which is A.R. Rahman composition) was re-recorded through Sri Lankan folk instrument and the effect was mesmerising.  

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