Dr. Zak shares his findings on how immersion can be used to create better ads, improve training and education, and even enhance personal well-being. Dr. Paul J. Zak is a Professor of economics, psychology and management at Claremont Graduate University. His newest book is Immersion: The Science of the Extraordinary and Source of Happiness.

Highlights of Conversation

Immersion, not “liking,” is the key to effective communication: Dr. Zak explains that people may consciously claim to like something, but their brain’s unconscious response reveals a different story.

Immersive Experiences are Social : Dr Zak explains that extraordinary experiences arise from understanding social value. Positive social interactions create loyalty and enhance overall experience.

Immersive ads lead to sales bumps: Dr. Zak shares examples of ads that were initially disliked but ultimately drove sales due to their high immersion levels. He says ""High immersion ads that are not very likable can still be compelling to your brain." Immersive 'Flavoured Diet Coke' ads in 2018 , were not well liked but led to a significant sales bump.

Place ads during Peak Immersion Moments: Successful advertising should place branding and calls to action during peak emotional moments within the narrative, rather than at the end when immersion is typically lower.

The future of advertising is immersive: Dr. Zak suggests that advertisers should focus on creating shorter, impactful ads that evoke strong emotions and leave a lasting impression on viewers. He says "Immersive ads create memorable experiences that drive behaviour." He advises advertisers to learn from movie trailers which often tell half a story, leaving the resolution to drive ticket sales.

The Tuesday app promotes emotional fitness: Dr. Zak’s team has developed an app that provides daily goals for social interaction and tracks emotional well-being.

Connect/Follow Paul on Linkedin https://www.linkedin.com/in/paul-zak-91123510/

Paul's website https://www.getimmersion.com

Paul's Book on Amazon https://www.amazon.in/Immersion-Science-Extraordinary-Source-Happiness/dp/1544531958

Jagged with Jasravee is facilitated by Jasravee Kaur Chandra. Jasravee has over 20 years experience as a Strategic Brand Builder, Communications Leader and Entrepreneur.

Please visit Jasravee at https://jasravee.com/

Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/

Email Jasravee at jasravee@gmail.com

00:00 Preview & Introduction to Dr. Paul Zak

02:41 Neurological Immersion: What Does It Really Mean?

05:05 How Do We Measure Immersion?

06:11 The Moral Molecule: Why Oxytocin is the Key to Social Behaviour

09:30 Creating Peak Immersion Experiences

12:30 80-20 Rule, Why Being Empathic Makes Good Business Sense

19:35 Neurological Immersion in Ads: The Game-Changer for Marketing

22:34 Why Do We Love the Weirdest Ads? Liking Is Not Enough

25:13 Attention is Dead, Immersive Ads Sell: The Diet Coke Case Study

28:57 Why Do Most Ads Fail to Impact Sales? The Importance of Attention and Narrative

32:43 Six-Word Stories: Can Bumper Ads Be Truly Immersive?

35:38 What Advertising Can Learn from Movie Trailers, Thrillers

39:22 Repeat Viewing of Guinness' Empty Chair: The Perfect Example of an Immersive Ad

42:48 Tuesday's Not Just for Tacos: Introducing the Emotional Fitness App

47:11 Rapid Fire with Paul Zak

49:06 Connect to Dr. Paul Zak

Facebook Page : https://www.facebook.com/jaggedwithjasravee

Instagram : https://www.instagram.com/jagggedwith

Youtube Page : https://www.youtube.com/c/jaggedwithjasravee

Website : https://jasravee.com/

#Immersion #Neuromarketing #CustomerExperience #BrandTrust #Immersionresearch #ImmersionMarketing #CustomerTransformation #ConsumerPsychology #neuroscienceinsights #Neuroeconomics #DigitalHealth #Neuropsychology #Neuromarketing #BrainScience #neuroscience

The conversation delves into Proshanjit Dey's (PD) experiences with marketing of nutrition at Dr Reddy's, Kellogg's & Nestle.

PD emphasises the importance of understanding the consumer’s cultural context and needs, especially when marketing nutritional products. He shares insights from his experience with Dr. Reddy’s, Kellogg’s, and Nestle, showcasing how a deep understanding of the consumer can lead to successful product launches and brand positioning.

PD highlights the importance of science and evidence-based marketing, particularly when dealing with condition-specific nutritional products. He emphasises how crucial it is to work with doctors and healthcare professionals to ensure the credibility and efficacy of nutritional products for target audiences.

PD believes that mothers are the key drivers in shaping the nutritional choices of children. He underlines the importance of a mother’s role in introducing diverse food flavours early, promoting healthy habits, and combatting the challenges of picky eating.

Finally PD shares his passion for mindfulness and mindful communication. He believes that mindful living can create a more harmonious and authentic existence, highlighting the importance of aligning our words with our actions.

Proshanjit Dey or PD is the Vice President of Marketing (Strategy & Innovation) at Aditya Birla Group, leading corporate strategy and innovation for home segment brands like Ultratech Cement and Hindalco. With over two decades of experience, he has expertise in marketing, sales, branding, digital transformation, and business development.

Proshanjit has successfully launched several products in the nutrition and nutraceuticals space, for companies like Dr Reddy's, Nestle & Kellogg driving growth in India and emerging markets. He co-founded the Global Society for Digital Transformation and is a Lean Six Sigma Black Belt, TEDx speaker, and a lifelong learner with multiple postgraduate diplomas in innovation and digital business.

Connect with him on Linkedin https://www.linkedin.com/in/proshanjit-dey-ab524926/

Jagged with Jasravee is facilitated by Jasravee Kaur Chandra. Jasravee has over 20 years experience as a Strategic Brand Builder, Communications Leader and Entrepreneur.

Please visit Jasravee at https://jasravee.com/

Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/

Email Jasravee at jasravee@gmail.com

Index

00:00 Preview & Introduction to Proshanjit Dey

03:39 Marketing 4.0 - From Mass Media to Micro-Moment Marketing

09:17 Dr Reddy's Celevida Caselet -Marketing Diabetes Supplements

23:20 Kid's Nutrition - Dr Reddy's Launch of Celehealth & Gummys

33:35 Kellogg's Masterbrand & Breakfast Cereals Launch in Asia

40:42 Mother's Struggle with Child's Nutrition - How Can Flavoured Bridging Solve the Struggles of Child Nutrition?

43:48 Nestle's Baby Food Cerelac - Making the Category Relevant Again

51:01 Indian Food Plate -The Science Behind Indian Nutrition

52:49 What Does it Mean to Live Mindfully?

58:06 Rapid Fire - Personally Speaking with Proshanjit Dey

01:01:29 Connect with Proshanjit Dey

Follow Jagged with Jasravee on Social Media

Campsite One Link : https://campsite.bio/jaggedwithjasravee

Facebook Page : https://www.facebook.com/jaggedwithjasravee

Instagram : https://www.instagram.com/jagggedwith

Podcast Page : https://anchor.fm/jagged-with-jasravee

Youtube Page : https://www.youtube.com/c/jaggedwithjasravee

Website : https://jasravee.com/

#MarketingNutrition #NutritionMarketing #NutritionalSupplements #KelloggsCereals

#KelloggsBrand #DrReddysProducts #KelloggsMarketing #DrReddysMarketing #NestleMarketing #FoodMarketing #HealthFoodMarketing #FunctionalFoods #CelevidaMarketing #NutritionInnovation #HealthTrends

In a world overflowing with notifications and updates, how do you cut through the noise? Ben Guttmann emphasises on clear messaging as a way to get attention, salience and salience. Clarity or simplicity emerges as the beacon guiding us toward effective communication. Ben also gives his insights on how to design simple & clear messages. He answers questions like What defines a simple message? Why is clear messaging essential in various contexts? What are the five dimensions of clear messaging? How does design play a role in crafting clear messages? What strategies can minimize friction in communication? How does empathy contribute to effective communication? Ben Guttmann is an entrepreneur, educator, and advisor who has been trusted to help tell the story of global brands including the NFL, I Love NY, and Comcast NBCUniversal. For ten years before its acquisition, he ran Digital Natives Group, an award-winning marketing agency that partnered with brands including The Nature Conservancy, Grand Central Terminal, and SwissRe, as well as luminaries including Nobel laureates, Fortune 500 CEOs, and #1 best-selling authors. He is the author of the book - "Simply Put: Why Clear Messages Win―and How to Design Them." Connect with Ben Guttmann on Linkedin https://www.linkedin.com/in/benguttmann/ Visit Ben's Website. https://www.benguttmann.com/ Ben's Book on Amazon https://www.amazon.com/Simply-Put-Messages-Win_and-Design/dp/1523004681 Jagged with Jasravee is facilitated by Jasravee Kaur Chandra. Jasravee has over 20 years experience as a Strategic Brand Builder, Communications Leader and Entrepreneur. Please visit Jasravee at https://jasravee.com/ Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/ Email Jasravee at jasravee@gmail.com Index 00:00 Preview & Introduction to Ben Guttmann 03:03 What is a Simple Message 05:18 When Messages Click - Are Perceived & Understood 06:49 Perception vs. Salience: Crafting Messages That Resonate 07:30 Why Brains Prefer Simple - Fluency 11:04 Why Complicated Fails -The Art of Ruining Organizations 15:23 Unveiling Design Principles: Benefits vs. Features 18:35 Keeping it Complicated is Dangerous, Selfish & Cowardly 24:51How to Design a Simple Message - 5 Design Principles 27:24 Focus: The Walmart Example of Design Principle 30:31 Salience: Harnessing the Power of Contrast 33:33 Empathy in Design: Connecting with Your Audience 35:31 Minimalism: Reducing Friction for Maximum Impact 37:51 Simple is Not Easy 39:06 Future of Communication: The Rise of Simplicity 43:18 Rapid Fire - Personally Speaking with Ben 47:25 Connecting with Ben Guttmann Follow Jagged with Jasravee on Social Media Campsite One Link : https://campsite.bio/jaggedwithjasravee Facebook Page : https://www.facebook.com/jaggedwithjasravee Instagram : https://www.instagram.com/jagggedwith #SimpleIdeas #SimpleCommunication #BoldMessaging #CompellingMessages #ClearMessaging #EffectiveCommunication #Marketing101 #ContentMarketing #BrandStorytelling #storytelling #marketingcommunications #ContentMarketingTips #StrategicCommunication#AudienceEngagement #branding101

Explore the challenges, strategies, and learnings behind the two iconic campaigns that you worked on Ariel's 'Share The Load' &  Idea's 'What and Idea Sirji' ?

How has the meaning of leadership evolved in this dynamic advertising and marketing landscape?

What defines a positive agency culture for you ? How can we cultivate future-ready talent within agencies?

Suraja Kishore answers the above questions and many more as he takes a masterclass on developing iconic campaign & thriving agency culture. Suraja Kishore is the CEO- BBDO & teamX India (Omnicom x Mercedes-Benz). 

He has worked as a senior leader at McCann, Publicis Group, Lowe Lintas & Mudra. He is good with managing P&L, driving growth agenda, nurturing client relationships, encouraging inclusion & diversity at workplace and building long term brands and profitable business. 

Connect with Suraja on Linkedin https://www.linkedin.com/in/skshapingfuturethinking

Jagged with Jasravee is facilitated by Jasravee Kaur Chandra.  Jasravee has over 20 years experience as a Strategic Brand Builder, Communications Leader and Entrepreneur. 

Please visit Jasravee at https://jasravee.com/

Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/  

Email Jasravee at jasravee@gmail.com

Index

00:00 Preview & Introduction to Suraja

03:32 What an Idea Sirji ! Revisited: The Iconic Idea Campaign

12:22 Carrying the Idea Campaign Forward

19:09 Share the Load: Ariel's Empowering Campaign

31:08 Beyond Laundry : The Purpose & Social Impact of  #sharetheload 

37:04 Share the Load - For the Youth &  Social Media

44:19 Culture: Shaping and Navigating

49:40 Leading in the Age of Disruption

58:19 Rapid Fire: Getting Personal with Suraja Kishore

01:01:25 Connecting with Suraja Kishore

Through his insights and experiences,  Suraja Kishore provides a glimpse into the thinking behind iconic campaigns for Ariel's 'Share the Load'  and Idea's 'What an Idea Sirji'. He discusses his view on leadership and the importance of nurturing a culture that inspires change. 

Confessions Over Insights

Ariel's 'Share the Load' campaign's foundation lies in the raw confessions of individuals, not just insights. This approach strips away societal facades, revealing the true hypocrisies that exist. The campaign challenges societal norms and aims to ignite cultural change, addressing issues like patriarchy through everyday decisions.

Creating Value Beyond Campaigns

Kishore emphasizes the need for agencies to focus on creating value rather than just campaigns. Clients who trust in this philosophy reap the rewards of authentic engagement. Brands, according to Kishore, act as magnets, attracting individuals who resonate with their beliefs. This attraction forms the basis of brand loyalty and advocacy.

Cultural Strategy Over Brand Purpose

Kishore advocates for a shift towards cultural strategy over brand purpose alone. In a rapidly evolving landscape, brands must align with broader cultural shifts to remain relevant.

He underscores the significance of cultural resonance, highlighting 'What an Idea Sirji' campaign of Idea which looked at the transformational societal impact of a mobile. 

Leadership & Culture

Leadership, to Kishore, transcends titles and designations. It's about actions, contributions, and fostering a culture of listening and mentorship. He emphasizes the value of collective wisdom within organizations, acknowledging the wealth of insights and experiences each team member brings to the table.

Kishore underscores the importance of nurturing a culture of openness, authenticity, and accountability within organizations to drive meaningful change.

Campsite One Link : https://campsite.bio/jaggedwithjasravee

Content  is like apparel. In context of this analogy, why do you say content should be treated like Chanel, as an enduring asset? 

Please explain for my audience how high impact comes from identifying big ideas? What are the common misconceptions here? 

Same concept, different angles. Could you share some examples to explain this ? 

How should one identify big ideas? 

What are the 4 objections? How can content overcome these proactively? 

Purna answers the above questions and more as she takes a masterclass in content marketing. Purna Virji is the author of High-Impact Content Marketing and Principal Consultant, Content Solutions at LinkedIn. She previously led global learning and thought leadership programs for Microsoft.

She has also been recognized as an Adweek Young Influential, was crowned the Search Personality of the Year by the US Search Awards and was named the most influential PPC Expert in the world by PPC Hero.

Please connect on Linkedin - https://www.linkedin.com/in/purnavirji/

Her Book on Amazon - https://www.amazon.in/High-Impact-Content-Marketing-Strategies-Intentional/dp/1398608432

Jagged with Jasravee is facilitated by Jasravee Kaur Chandra. She is Senior Vice President of Strategic Planning at Havas Creative. Jasravee has over 20 years experience as a Strategic Brand Builder, Communications Leader and Entrepreneur. 

Please visit Jasravee at https://jasravee.com/

Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/  

Email Jasravee at jasravee@gmail.com

The discussion covers the Purna  focuses on the importance of repurposing content, understanding the audience, and aligning marketing and sales efforts to achieve business goals.

The Key Highlights

📝 Repurposing top-performing content instead of creating new content from scratch can be a strategic approach.

💡 Understanding audience behaviour and preferences is crucial for creating impactful content and campaigns.

📊 Analytics can provide valuable insights into audience behaviour, helping to optimize content and posting strategies.

🛠️ Talking to existing customers and understanding their motivations can inform marketing strategies and messaging.

🌍 Advocacy and community building can be key in engaging the audience and driving meaningful interactions with the brand

Index

00:00 Preview & Introduction to Purna Virji

02:21 Repurposing Content - Needs to Be Enduring Like Chanel

06:25 Content Assets are like a Capsule Wardrobe

07:04 Big Idea  & Content Marketing

10:11 One Big Idea & Its Many Uses - Spotify Unwrapped, Apple etc

17:45 Where Do You Start with Repurposing Content

22:05 Understanding Your Audience for Content Marketing

29:55 Tools for Understanding Audience - Primary Research vs Analytics

33:53 Four Type of Objections by Customers that Content Needs to Address

38:48 Rapid Fire - Personally Speaking with Purna Virji

40:56 Getting in Touch with Purna Virji

Follow Jagged with Jasravee on Social Media

Campsite One Link : https://campsite.bio/jaggedwithjasravee

Facebook Page : https://www.facebook.com/jaggedwithjasravee

Instagram : https://www.instagram.com/jagggedwith

Podcast Page : https://anchor.fm/jagged-with-jasravee

Youtube Page : https://www.youtube.com/c/jaggedwithjasravee

Website : https://jasravee.com/

#RepurposeYourContent  #ContentMarketingMasterclass #ContentMarketingTips #MarketingHacks #ContentMarketingStrategy #ContentMarketingExpert‍  #SpotifyUnwrapped #BrandCampaignGoals #ContentStrategy #CreateKillerContent #AudienceResearch #ContentChannels #ContentAsset #SalesAlignment

In a sea of brands, the Meaningful Brands Study dives deep to find those with true substance. What's the core compass guiding this research, and how vast is its impact? What does it mean to be a meaningful brand in the current times? 222% market outperformance is mind-blowing. How do meaningful brands weave purpose into profits, and can this be replicated? Gen Z holds the key to tomorrow's economy. What makes brands truly meaningful in their eyes ? What is the Me-conomy? Does it change how we approach strategizing for brands? Please elaborate with examples What are the key ‘me’ benefits/ principles that top Meaningful Brands deliver on (ref 2023 report)? The Meaningful Brands Study is powerful, but how does Havas leverage it to guide clients beyond insights? Sanchita answers the above questions and many more as she takes us on a journey of how cultural and societal forces are changing what it means to be meaningful for brands.Sanchita Roy is the Chief Strategy Officer at Havas Media Group, India. Sanchita is a consumer behavior specialist with over 21+ years of experience in research & insights, communication planning, Data science & brand strategy, having diverse category experience from FMCG to Telecom to Automobiles to Tourism. Please connect with her on Linkedin https://www.linkedin.com/in/sanchita-roy-2b5aabb/ Email her at sanchita.roy@havasmedia.com Jagged with Jasravee is facilitated by Jasravee Kaur Chandra. She is Senior Vice President of Strategic Planning at Havas Creative, India. Jasravee has over 20 years experience as a Strategic Brand Builder, Communications Leader and Entrepreneur. Please visit Jasravee at https://jasravee.com/ Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/ Email Jasravee at jasravee@gmail.com Follow Jagged with Jasravee on Social Media Campsite One Link : https://campsite.bio/jaggedwithjasravee Index 00:00 Preview & Introduction to Sanchita 02:18 Purpose and Premise of the Meaningful Brand Study 08:15 Why Meaningful Brands Outperform the Market 12:21 Consumer’s Search for Meaning and Expectations from Brands 14:29 Purpose vs. Meaning, Covid Rebooted: How Our Values Shifted 15:23 Rise of Me-conomy - Purpose Becomes Personal 20:47 Gen Z - Search for Meaning Amongst the Youth 24:11 Meaningful Today is Being Personal- Examples of Mattress & Auto 32:02 From Age of Cynicism to Me-conomy - How Covid Changed Us 36:38 Brand Meaning Makeover: How to Use Meaningful Brand Study 39:52 Applying the Study to a Global Fast Food Brand 43:07 Rapid Fire - Personally Speaking with Sanchita Roy 44:44 Connecting with Sanchita Roy
Facebook Page : https://www.facebook.com/jaggedwithjasravee Instagram : https://www.instagram.com/jagggedwith Podcast Page : https://anchor.fm/jagged-with-jasravee Youtube Page : https://www.youtube.com/c/jaggedwithjasravee Website : https://jasravee.com/ #meaningfulbrands