What if your next best-selling product wasn’t created in a boardroom—but in your comments section? In this episode of SMARTIES Studio, Rohit Dadwal sits down with Helin Tural to unpack one of the most fascinating examples of consumer-led innovation in recent marketing history. What started as thousands of TikTok comments asking for an all-caramel version […]
SMARTIES Studio | Best Product Ideas Come From Consumers Read More »
Most awareness campaigns succeed in informing people but fail to change what they do. So how do you design marketing that actually changes behaviour? In this episode of SMARTIES Studio, Rohit Dadwal is joined by Saby and Chau Phan to unpack the award-winning “Thank You From Your Future Self” campaign for MSD Vietnam. Instead of
SMARTIES Studio | Turning Awareness Into Action: The Future Self Strategy Read More »
A shopper asks an AI assistant to find a portable speaker under $150 that can arrive before the weekend. Product quality matters. Reviews matter. Price matters. But so does something marketers have traditionally considered further down the purchase journey: whether the product is actually available when the consumer wants it. That distinction is becoming more
What Happens When Availability Becomes a Brand-Discovery Signal? Read More »
Almost every marketer I meet wants to tell me about their content team. How much faster it is moving. How many variations they can test in a day. How work that used to take a week now takes an afternoon. I nod along, because all of it is true and most of it was hard
AI’s Biggest Impact Won’t Be Better Campaigns. It Will Be Better Decisions. Read More »
What if your next Pizza Hut meal could be paid for with creativity instead of cash? In this episode of SMARTIES Studio, Rohit Dadwal is joined by Augusto Correia and Ahmad Hasan to unpack the award-winning Pizza Hut campaign, “Pay With Your Trend.” The conversation goes beyond the case study to reveal how the team
SMARTIES Studio | How Pizza Hut Turned Content Into Currency Read More »
A retail media campaign concludes with a strong incrementality result. The retailer’s study shows additional sales attributable to the investment. The brand’s analytics team evaluates the impact through a different methodology, while finance looks at revenue, margin and the return required to justify the next investment. None of these perspectives is inherently wrong, but which
Who Owns the Incrementality Number in Retail Media? Read More »
New benchmark from Marketing + Media Alliance (MMA) and Decision Lab maps how deeply marketing teams across the region have integrated AI, and where the real gaps remain. For years, the question in Southeast Asian marketing was whether to adopt AI, and that question is now settled. The Marketing + Media Alliance (MMA) and Decision Lab have released The State of
Everyone in Southeast Asia Has Adopted AI But Almost No One Is Ready to Scale It Read More »
What happens when artificial intelligence meets human creativity, brand legacy and responsible storytelling? In the first episode of SMARTIES Studio, Rohit Dadwal sits down with Kayhan Dural and Mutlu Bozkurt Besimzade to unpack the thinking behind an extraordinary AI-powered campaign that won SMARTIES X 2025 Best in Show Award and brought the ideas and legacy
SMARTIES Studio | Evolution of Marketing in AI Era Read More »
The traditional scaffolding for growth involved building a great product, securing distribution, buying media, and scaling demand. The model was simple because distribution itself was scarce. Shelf space was limited. Retail reach was difficult to build. Media channels were concentrated. The companies that controlled distribution often controlled growth. That equation is changing rapidly. One of
The New Growth Playbook : Community Is the New Distribution Read More »
For decades, executing marketing plans around funnels has been one of the most enduring frameworks in business. Consumers moved from awareness to consideration, from consideration to purchase, and from purchase to loyalty. It is also becoming one of the least representative of how growth actually happens now and modern growth is increasingly ecosystem-driven. Consumers no
