Feb 23, 2021

Storytelling at scale

SPIKES ASIA X CAMPAIGN: Building a brand at scale while retaining its depth is often a challenge. This session looks at how to achieve that goal using effective storytelling.

This session was broadcast during Spikes Asia X Campaign at 3:05 pm on February 23, 2021.

How do you make deep connections at scale? How do you broad-base a brand while keeping its desirability intact? How does a premium brand build a category through education? The truth is that people relate to simple, authentic ideas and stories. Storytelling is a powerful way to attract new audiences and form deeper connections with existing audiences. But typically building a brand at scale while retaining its depth and is often a challenge. This session looks at how we can build a brand at scale by using effective storytelling

It covers:

  • How a brand such as Spotify builds an audience in India by educating people on streaming
  • How Whisper empowers women by championing the cause of girl child education
  • How a bank brand such as HDFC puts people’s safety ahead of itself
  • How engaging brand narratives can mobilise millions of people into action by optimally using creativity, data, experience and technology


  • Dheeraj Sinha, CEO & Chief strategy officer South Asia, Leo Burnett
  • Chetna Soni, Senior Director & Category Head Feminine Care, P&G
  • Ravi Santhanam, Chief Marketing Officer, HDFC Bank
  • Neha Ahuja, Head of Marketing India, Spotify

See all our Spikes Asia X Campaign coverage:

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