Brand Engineer Dr Ashish Kaul on reimagining business through Indian stories with Folklore India

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This episode of  the MEDIACAST Podcast from Mediabrief.com features Dr Ashish Kaul, Co-Founder and Chief Business Officer of Folklore Entertainment India. Ashish is a strategic thinker, brand engineer and a respected author and communications professional, and is in conversation with Pavan R Chawla, Founder-Editor of Mediabrief.com.

Ashish explores the urgent need for brands to rise above the sameness in the marketplace. He argues that brands cannot be treated like instant noodles and warns that in today’s hyper-competitive environment, mediocrity is being normalized. Too many companies are rushing to market, hoping to get lucky instead of investing the time and imagination needed to create originality.

He discusses the use of tools like Canva and AI generators, which were meant to democratize creativity but are often used as shortcuts. This, he warns, accelerates monotony and strips brands of originality unless leaders bring real thought and intent. 

Ashish also examines mimicry in branding. From fintech apps that look alike to quick-service restaurants using near-identical colors, he explains why imitation may help brands gain quick recognition but can hollow out credibility. He asks whether mimicry in fast food chains, such as copying the look of global chicken QSR giants, reflects smart positioning or lazy branding.

On Performance marketing, Ashish reflects on CEOs who lean heavily on it and questions whether some are mistaking tactical wins for the deeper outcomes that strategic brand leadership delivers. He urges companies to see performance marketing not as a replacement but part of a broader vision.

Most importantly, Ashish highlights the originality available to Indian businesses if they embrace cultural strengths. He notes that many brands shy away from Indian design traditions and typography due to an inferiority complex, choosing instead to imitate global palettes. By rediscovering Indianness and anchoring identities in storytelling traditions, he believes brands can achieve authenticity and differentiation.

This MEDIACAST episode offers insights for business leaders, marketers, and brand custodians who want to empower their companies in today’s crowded market. Ashish challenges shortcuts and quick fixes, urging a return to originality, cultural authenticity, and patience in buildi

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