National Planning Director
After nearly two decades in brand planning and strategy, Ajeeta still believes that the best insights come when you’re wearing your consumer hat rather than your planner hat.
It’s a belief she has carried into her work with businesses like Abbott, P&G, HDFC Life, McDonald’s, Jeep, Tata Sampann, Reliance Fresh, Emami, Raymond, Welspun, CavinKare, Cholayil, Birla Estates, Star Plus and Sony Hindi, and English entertainment and infotainment channels.
Apart from brand strategy, Ajeeta likes to take up consumer deep dives and culture studies – the most recent being for a study called The Science of Imperfect, which explored how brands can leverage imperfections to become memorable. These initiatives have helped Ajeeta receive 14 global agency thought leadership awards.
Other studies she has undertaken include a social experiment called the Mobile Phone Deprivation Study; the Motorcycle Diaries study on the white-collar migrants of urban India; the purely Facebook-based Life-o-holics study; and Project Indus, which identified seven strong women imprints from ancient Indian mythology that can be reinvented to add woman power to Indian advertising.
Outside of work, Ajeeta likes traveling, cooking, reading, teaching, watching Bollywood movies, and is a self-avowed foodie!