Ep 101 : Aditya Kanthy on Marketing Campaign Success Stories for Stayfree, McDonald's & Meesho

Jagged with Jasravee : Cutting-Edge Marketing Conversations with Thought Leaders

What is Unexpected Works, and how does it fuel the creative process at DDB Mudra?

Could you share with our audience the challenge Stayfree faces and the insights uncovered that led to the "It's Just a Period" and "Project Free Period" campaigns?

How did the idea of creating unique packaging for McDonald's to promote the cause of inclusion come about?

With Amazon and Flipkart also approaching small sellers, how has Meesho created a distinct identity and addressed key barriers as well as key opportunities?

Aditya answers the above questions and more as he shares case studies where creativity marries with effectiveness to create award winning campaigns that delivers business results for the brand. Aditya Kanthy, is the CEO & Managing Director of DDB Mudra Group. Under his leadership, the Group has been recognized as one of the Top 20 creative agencies globally, winning at Cannes Lions 3 years in a row & Grand Prix at Spikes 2021 & 19 etc.

Please connect with him on Linkedin https://www.linkedin.com/in/aditya-r-kanthy-17528679/

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 visit Jasravee at https://jasravee.com/

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

Email Jasravee at [e-mail]

Index

00:00 Preview & Introduction to Aditya Kanthy

02:54 Thinking behind Unexpected Works - Marrying Creativity & Effectiveness

07:54 Stayfree Case Study, Project Free Period , DDB For Good

19:27 Stayfree Social Experiment - It's Just a Period

29:08 Macdonald's Case Study

33:33 McDonald's Eatqual Campaign

42:51 Meesho Case Study - Serving Small Sellers & Small Town India

51:52 Rapid Fire - Personally Speaking with Aditya Kanthy

Aditya Kanthy talks about unexpected works philosophy of DDB, which is about the connection between creativity and its impact on business.Aditya Kanthy explains how creativity has the power to energize a brand and its impact on society and culture.

Aditya Kanthy talks about Project Free Period , which was based on the insight that sex workers actually look forward to their period because it provides them with a break from work, and used that to give them an opportunity to reskill and improve their lives and the lives of their children. Aditya Kanthy also talks about the "It's Just a Period" campaign, which aims to break the taboo surrounding menstruation in India. Aditya discusses how the campaign aimed to promote open conversations around menstruation by using a social experiment involving fathers and daughters, where the fathers explain the concept of period to their daughters and encourage them to view periods as a natural and normal bodily function.

Aditya Kanthy talks about how McDonald's launched a new packaging called EatQual on the International Day of Person with Disabilities to make their burgers more accessible for their specially-abled customers. The innovative packaging was designed to help those with upper-limb disabilities enjoy the burgers using one hand. Developed in collaboration with an NGO, EatQual is one of many initiatives by McDonald's to make their experience more satisfying for all customers.

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