Why Not

Why Not

By Lights Out StudioBusinessManagement
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Why Not episodes

  • The Science of Advertising with Vibha Gupta
    Advertising is a Science. Would you agree? Maybe this episode helps you dig into the nuances of ‘why’ it’s a science and not an art. Vibha Gupta is a renowned behavioural psychologist who has worked with brands like Nestle, Dettol, Nescafe Volks Wagon, ITC, to name a few. Her work across campaigns and social impact have won several awards like :
    WARC Prize for Innovation: Bronze for Ask Nestle
    APAC Effie: Nescafe and Ask Nestle finalists
    India Effie: Silver for Nescafe, Bronze for Ask Nestle, Part of the team that led to McCann to Agency of the Year glory
    WARC Awards: Brand Purpose - Silver for Harpic, Bronze for Dettol
    4A’s Jay Chiat 2018 Gold for Immunity Charm; Part of the team that led McCann to Agency of the Year
    Adfest 2018: Innova Lotus for Immunity Charm
    Effie India 2018: Silver for Dettol; Part of the team that led McCann to Agency of the Year glory
    FLAME Awards Asia 2017: Gold for Dettol Banega Swachh India
    APAC Effie: Bronze for Dettol
    WARC prize for Asian Strategy: Bronze for Dettol
    She gives her two cents on what communication needs to encompass and how it would evolve in the coming months.
    Vibha Gupta, Opinion leader in the Advertising Industry, on Why Not.
    27 min
  • OTT and Consumers with Krunal Desai, Zee5
    OTT has been an interesting sector in the past few years. It’s long-standing media houses like Zee which have actually been able to penetrate into the mass market - their Tier 2’s & 3’s. Not just that, Indian content plays a strong role with its overseas audience in Bangladesh, Sri-Lanka or even the western countries like London & Canada.
    This episode dives into:
    Content creation in today’s times
    The future of OTT
    Technology innovation in the OTT sector
    Consumption patterns of Indian audience, globally
    Rivalry between players
    There’s a lot on what OTT’s content consumption could look like in the coming months, with Krunal Desai of Zee5, on Why Not.
    33 min
  • Healthy Snacks Venture with Puru Gupta, True Elements
    Healthy Snacks is a rising category and has massive competition. Hw do you stay ahead of the curve on marketing, operations or even the vision? True Elements might be an answer to some of these questions.
    With a robust history of newer products, innovative packaging and crisp communication, they’ve nailed the ingredients required to build a solid DTC brand. In this episode, Puru lets in on what helped him stay ahead of the curve, amidst a global crisis like in 2020.
    Puru Gupta, Co-Founder of True Elements on Why Not
    24 min
  • Deconstructing The Souled Store with Rohin Samtaney
    What’s the secret to The Souled Store’s success? What really sets them apart? If it their thinking? Or is it their execution? I think it’s a lot more than just that.
    Marketing to a modern millennial for a DTC brand needs multiple channels.The Souled Store aces that. This is a peek into the minds of one of their founder: Rohin Samtaney
    The strategy on marketing, connect with their customers, big ideas on collaboration and their response to the pandemic, it’s all in here, packed into a crisp episode for you.
    30 min
  • Inside The Man Company with Rumi Ambastha
    Looking for an insight into The Man Company’s success in marketing?
    There’s one word: Rumi Ambastha. She’s led their marketing efforts across all spheres and in this episode, she reveals so much to building a brand around ‘the vulnerable man’. With day to day challenges with customers to great ideas that see light of the day, it’s all in here in one episode.
    Rumi Ambastha, Chief Marketing Officer of The Man Company, on Why Not
    30 min
  • Creating Content That Sells, Rohit Tugnait, VICE Media
    Did you ever want a hack to content that sells?
    Content has evolved with every major world happening. Nd the pandemic certainly had a large impact on how content consumption has changed over time. This episode gives you a peek into what a great copy in today’s time could look like. It deconstructs trends, interests and preferences in India. Filled with a whole lot of examples from the market and personal experiences from Rohit, you’ll be sure to make notes in this one.
    Rohit Tugnait, Commercial Director at VICE India on ‘Creating Content That Sells’ on What Not. This and more in today’s episode.
    31 min
  • Tea Leaves in Business with TGL
    Can you really sell a story around tea, in a predominantly tea consuming nation? Zooming past the notion of cutting chai in India, TGL has been able to build a solid brand around it’s premium range of teas. Bhuman Dani & Jeel Nayak break down what it means to sell this premium range of teas, to an affluent India, what goes behind the operations and marketing strategies and what’s the secret to their research.
    This and more in today’s episode.
    23 min
  • Building a Coffee Brand in India with Bharat Sethi, Rage Coffee
    How do you build a bootstrapped business in the Direct To Consumer Space? Rage is definitely an answer. Not just that, this one reveals secrets into the ebbs & flows of the business world, through a serial entrepreneur’s lens.
    Bharat Sethi now Founder & CEO of Rage Coffee has been instrumental in building several successful businesses in the past, like Postergully & iDecorama. Rage is his third venture and has a massive following on the internet.
    This and more in today’s episode.
    27 min
  • Secrets from The House of Nicobar with Raul Rai
    Did you ever want to dive into the world of building an affable & loved brand like Nicobar? Well, this one’s surely got the recepie you might be looking for. If you’ve been associated with Nicobar in any way, either as a customer or just as a window shopper, the brand is due to have some impact on your thinking.
    Raul Rai, who’s the co-founder of Nicobar gives us what it takes to build a business that’s constantly growing on revenue & customers. He also gives a peek into his personal life, his ambitions for the business and how he keeps his cam during troubled times.
    This and more in today’s episode.
    20 min
  • Coffee Skincare Empire with mCaffeine
    DTC is a competitive space. How do you create a differentiator with your product? Or marketing? Or both?
    mCaffeine has soared through consumer love over the past few years to become a leader in coffee skincare in India. What is the secret behind it’s consistent growth, both on revenue & customers?
    Vaishali Gupta, Chief Marketing Officer at mCaffeine has been instrumental in shaping every aspect of the brand’s presence online & offline, since it’s inception. She gives us insights into what a data driven approach looks like, for a DTC brand in India. Also on how to battle competition and stay relevant in the customer’s mind amidst the chaos of a global pandemic.
    This and more on today’s episode.
    23 min

About Why Not

From the publisher's feed

If you are looking to unlock hidden insights from the brightest minds in India’s D2C Industry, you’ve landed on a goldmine. Back in 2020, when the world was under a lock-down, there’s one clan that shined through the roof - the marketers. They tried every trick in their hat, to keep their customers amused. But it was a daunting task. Selling to the new age post-COVID customer wasn’t the same as before. And that’s what we thought would be worth digging deeper into.