Ep 32 : Journey of Global Superbrands in India - Lifebuoy 'Helps a Child Reach 5' Campaign, Surf Excel 'Dirt is Good' .Nostalgia Marketing & Re-launching Jawa Bike in India by Saji Abraham

How to build brands full of purpose? Case Study of Lifebuoy in India  How to re-interpret a global positioning for a brand and make it relevant in local market ? Case Study of Surf Excel  How to revive a brand after a long slumber, and give it a new life with  nostalgia marketing ? Case Study of Jawa Bike   Saji Abraham, Founder Fighting Fit Brands, answers the above questions as he takes us on a fascinating journey of  Lifebuoy and Surf Excel's evolution as a brand in India.    Saji has 25+ years of experience in advertising and marketing across Lintas, where he was an Executive Director and Classic Legends (the resurrectors of iconic motorcycle brands Jawa, Yezdi and BSA) where he was the Chief Marketing Officer. Saji Abraham has helped launch brands, resuscitate flagging ones and propel both challengers and leader brands onto a growth trajectory.    Saji has now founded Fighting Fit brands with an ambition of helping brands realise their true potential.    Please visit  Saji's new company at https://fightingfitbrands.com/ Connect with Saji on Linkedin https://www.linkedin.com/in/saji-abraham/  00:00  Introduction  01:53 Lifebuoy Caselet - Help a Child Reach 5 Campaign  07:00 Surf Excel Caselet - Dirt is Good Reinterpreted as Daag Acche Hain   15:50  Nostalgia Marketing - Jawa Bikes  Experience  19:30  Role of Ad Agency from CMO Perspective  23:26  Saji's New Venture - Fighting Fit Brands  24:50  Rapid Fire : Personally Speaking with Saji 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.    Please connect with Jasravee on Linkedin https://www.linkedin.com/in/jasravee/  Follow Jagged with Jasravee on Social Media   Facebook Page : https://www.facebook.com/jaggedwithjasravee Instagram : https://www.instagram.com/jagggedwithjasravee/ Podcast Page : https://anchor.fm/jagged-with-jasravee Youtube Page : https://www.youtube.com/c/jaggedwithjasravee Linktree : https://linktr.ee/jaggedwithjasravee  Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle  Pvt Ltd. Please visit our blog at http://www.mastersun.in/