🎧 📺 Brandwidth With Manu Prasad, presented by Spooler
Brandwidth is a full-stack marketing podcast where Manu Prasad speaks to people from across the brand and marketing ecosystem - from VCs and founders to CMOs and heads of brand/marketing to agency folks and specialists in different marketing domains. Through their stories, campaigns, experiences, and perspectives, we gain insights into the nuts and bolts of marketing.
Manu is a full-stack marketing leader with 21+ years of experience, now working as a Fractional CMO for startups on brand, digital, and growth initiatives. He was previously the CMO at Scripbox, and has also worked in leadership roles in Myntra and Urban Ladder prior to this.
In the third episode of Brandwidth, Manu Prasad speaks to Rishabha Nayyar, planner and co-founder of Fatmen, the world’s smallest ad agency. Rishabha has over 22 years of corporate and entrepreneurial experience during which he was a part of the brand-building and communication story of more than a 100 brands (MNC, Indian, Leaders, Disruptors, Start-ups), He is also a visiting Faculty at some of the country's leading business schools.
Manu and Rishabha start with some fun banter around the name of his agency, and how it has become a conversation starter in many meetings. They then draw upon Rishabha’s two decades of brand planning experience to discuss its role and whether it is relevant in today’s fast-paced and rapidly changing marketing and consumer landscape. They then delve into how the dominant media has changed from offline to online, and how that has had an impact on the ideation process as well as messaging. A key topic here is also whether long-term brand-building is still useful in a moment-marketing, shockvertising world.
With these changes happening in the domain, how has the agency-client relationship been evolving, that is the next subject they get into. Rishabha speaks about how scale has affected the large agencies and has provided room for smaller and more nimble agencies to emerge. They also discuss how the rise of GenAI has helped democratise creative production, but not so much concepts and fresh ideation.
Rishabha and Manu then talk about some of the recent campaigns that Fatmen have done, and the insights that were used to create them. This includes First Cry and a unique perspective on mothers, Slurrp Farm and how they changed the narrative on child nutrition, the complete narrative flip on Axe, a humorous campaign with Chaayos that pushed the envelope, and most recently, a contra narrative with Sharekhan.
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Follow Rishabha Nayyar
LinkedIn: https://www.linkedin.com/in/rishabha-nayyar-274aa12/
Website: https://fatmen.in/
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