From Brand Building to Demand Harvesting: Media Strategy in Retail and Omnichannel Commerce

In this episode, Chiradeep Gupta (ex-Unilever, media ecosystem leader) joins Saurabh to unpack how retail media is reshaping marketing fundamentals.  

From the convergence of commerce and media to the shift toward lower-funnel “demand harvesting,” they explore what’s really driving change. Chiradeep shares how macro pressures, data, and evolving consumer journeys are forcing brands to rethink the balance between brand building and performance.  

The conversation also dives into retail media’s biggest advantage—its proximity to purchase—and how “one nudge away” moments are redefining influence, measurement, and full-funnel strategy.