#SamosaTalks: Consumers can see through mismatch, says Shamsuddin Jasani, Isobar

Celebrating 11 years of Isobar, Group MD South Asia, Shamsuddin Jasani gets candid about the firm's progress, concepts such as causvertising, and the way ahead for digital.

Isobar is a global digital agency under the Dentsu Aegis Network. This August, it has completed 11 years of existence. Shamsuddin Jasani, Group MD, Isobar lists out three of the most memorable campaigns they have ever worked on. "The first one would be Reebok that helped us set benchmarks at par with international standards," he tells us.

The other two in his list includes Maruti's digital transformation process and #PlanetOrPlastic for National Geographic. Taking the conversation further with the help of these examples, he tells us how consumers can see through the mismatch in the brand's philosophy and PR efforts. He explains, "It can work only when you marry it with what you truly believe in. You need to be genuine and true to be good at it."

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Is there a way out though, we ask. He says that the biggest issue is that the best minds are not working for actual causes as non-profit areas are not appearing to be feasible venues. Another issue is that though everyone wants to do good, there are several factors that become roadblocks on the way. He tells us how he sees hope in the younger hires that seem driven to the hilt, significantly more than their older counterparts.

Another important aspect, with respect to smaller brands out there, is that they need to look at digital as an investment that can help them with eventual financial gains. Talking about the future of Isobar and the industry as a whole, he says that Voice will be big going forward. There are major investments being made in the sector, along with efforts in the digital transformation of brands.

See the full interview here: