Marketing Navigated

  What if innovation isn’t about finding the next shiny technology—but using something you already have in a completely new way? In this episode of SMARTIES Studio, Rohit Dadwal speaks with Mukundi Munzhelele and Galaletsang Kgoathe about KFC’s Block Booked campaign, which turned a simple email and calendar booking tool into an innovative solution to […]

In this episode of SMARTIES Studio, Rohit Dadwal goes behind the scenes of Colgate’s Oral Health Movement with Gunjit Jain and Shekhar Banerjee, unpacking how a real consumer problem, technology, organisational commitment and radical collaboration came together to create impact at scale. The starting point was a striking gap: while 9 in 10 Indians have

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

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

  In an increasingly digital-first business environment, the divide between customer experience and employee experience is no longer sustainable. Every customer interaction is shaped by the systems, workflows, data, and support available to employees, making CX and EX two sides of the same experience equation. This report – researched and published by Omdia and sponsored

Connected TV is changing how Indians watch, connect, and engage with content, turning the living room into a premium, high-attention space for brands. As OTT consumption moves decisively to the big screen, JioHotstar’s Connected TV Playbook explores how marketers can unlock the power of premium reach, shared viewing, immersive attention, innovative ad formats, and measurable

Walled gardens offer scale and rich engagement, but for marketers, they also create a constant give-and-take between performance, protection and efficiency. Any missteps in these environments can result in missed audiences, wasted spend and potential risks to the brand.   Vietnam Insights  Social media plays an essential role in product discovery: Nearly half of consumers (48%) rely on online reviews