Raga was a small brand in Titan’s portfolio and they wanted it to be the jewel in Titan’s crown. They wanted the brand to dominate the women’s watch market which was miniscule in 2004-2005.

Raga itself was a 20 crore brand. They did an Archetype study and found that Raga was the Lover archetype and at the deepest level- it made the woman more of who she is. Raga redesigned their entire marketing mix basis the insight and the brand grew 10 fold in a year.

Anju Joseph - Managing Partner at Quantum Consumer Solutions: Insight & Design Strategy describes her firm as one of India’s best kept secrets.

As an Insights and Design Strategy firm, Quantum works with marquee companies and brands like Unilever, Titan, Airtel, ITC, ABG, Swiggy, the TATA Group etc

If you are curious about the magic and madness of the human mind, then tune in. For the rest, the “Breviloquent” (yes, I learnt this word when I was speaking with her) Anju takes us on a journey that straddles Human Behaviour, Empathy for the Consumer, the art of storytelling, Customer centricity and her own journey.

Hope you enjoy watching this episode as much as we enjoyed filming it. :)

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