On 22nd August 2025, St. Joseph’s Institute of Management (SJIM) had the privilege of hosting Ms. Sahana Y, Account Supervisor at Ogilvy, for an engaging guest lecture at the Loyola Auditorium.
The session gave students practical insights into how consumer behaviour influences brand storytelling and advertising strategies. Ms. Sahana explained the role of quantitative and qualitative research in understanding consumer needs, and how neuromarketing helps brands connect with subconscious emotions.
She also introduced Ogilvy’s approach of using one-liner briefs to simplify complex objectives, showcasing successful campaigns, including the Cannes award-winning Titan Eye+ campaign.
A central takeaway was her reminder that “Consumers don’t buy products; they buy meanings, feelings, and solutions.” The session concluded with an interactive Q&A, where students explored how theories of consumer behaviour can be applied in real-world advertising.
This insightful lecture helped the PGDM cohort see how consumer insights can be transformed into creative campaigns that deliver both emotional and business impact. The Event was organised by Dr Jessy Nair.

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