In a thought-provoking conversation with Indian Startup Times, Manasi Jagdish, Head of Brand, Content & PR at OneCard, shared invaluable insights on the evolving landscape of brand communication in India’s fast-paced startup ecosystem. Moderated by Sandhya Bharti (Deputy Editor), the discussion explored the intersections of creativity, consistency, data, and technology through the lens of Manasi’s dynamic career.

From Corporate Corridors to Startup Streets

Manasi’s journey into the world of branding wasn’t a straight line. Initially inclined toward market research, her time at the MICA Mudra Institute pivoted her path toward brand communication. Early stints at I-Bank and The Times of India honed her skills within structured, process-heavy environments. Yet, it was the startup ecosystem that truly unlocked her creative potential.

“Startups allowed me to break away from rigid systems and truly explore storytelling that connects,” Manasi reflected. Her current role at OneCard exemplifies this freedom, blending creativity with strategy in an agile, high-impact setting.

The Pillars of Consistent Brand Messaging

At the heart of impactful brand communication lies consistency—a theme Manasi returns to often. She emphasized the need for a robust messaging architecture that includes brand tonality, personality, values, and vision. This framework must be reflected consistently across every touchpoint, from marketing to customer service.

Her guiding principle?
“Data informs, creativity transforms.”

Understanding your audience through data is step one, but crafting memorable, emotionally resonant stories is what truly elevates a brand. She also underscored the importance of cross-functional alignment. “Consistency can’t be siloed,” she noted. “It needs periodic audits and transparency across teams.”

Storytelling: The Emotional Engine of a Brand

In a crowded market, storytelling is what makes a brand unforgettable. Manasi called it the “secret sauce” of brand differentiation. She pointed to successful Indian brands like Paperboat (which leans into nostalgia) and The Whole Truth (rooted in honesty) as prime examples of emotionally driven storytelling.

“Start with why you exist, not just what you sell,” she advised, urging brands to root narratives in deeper purpose. According to her, featuring real, relatable people and maintaining visual consistency—through tone, color, and style—are equally important. They take on even more relevance during crisis communications when trust is on the line.

Measuring What Matters: Beyond Vanity Metrics

So how does one measure the success of brand communication? Manasi offered a clear set of KPIs she actively tracks:

• Brand salience (awareness and recall)

• Search volume trends

• Conversion rates

• Customer Acquisition Cost (CAC) reduction

“When your conversation rate improves consistently, your CAC reduces and that’s the first key indicator of brand efforts being successful,” she explained. For her, brand-building is not just an external function—it’s an internal mission that requires breaking silos and fostering collaboration across departments.

The Road Ahead: Authenticity, Hyperlocal Narratives, and AI

Looking to the future, Manasi is especially excited about hyperlocal storytelling, which offers a pathway to authentically connect with India’s diverse regional audiences. “Short-form video content is evolving fast. When done right, it can have an enormous impact.”

She is also optimistic about the role of AI-powered tools in content creation and PR. However, she cautions against depending on them entirely. “AI is a great ally—but emotional intelligence and human insight will always matter.”

Advice for Aspiring Brand Professionals

Before signing off, Manasi shared powerful advice for those entering the field of brand communication:

• Cultivate lateral thinking and originality

• Embrace AI and learn to work with it, not fear it or depend on it

• Lead with curiosity, never fear to question things and communicate with empathy

Conclusion

Manasi Jagdish’s journey—from the corridors of corporate media to the cutting-edge world of startup branding—offers a compelling blueprint for the next generation of brand leaders. In a time where storytelling is central to connection, and data is key to decision-making, her approach combines strategic precision with creative freedom.

As the branding ecosystem continues to evolve with the rise of AI, short-form content, and regional storytelling, Manasi’s insights remind us that authenticity, consistency, and internal collaboration remain the cornerstones of successful brand communication.

-Interview conducted by Sandhya Bharti, Deputy Editor, Indian Startup Times