Every argument clarity score on this site is built from rows on this page. Each
question and answer was assessed with names hidden, the host's own answers included, on
four things from 1 to 5:
directness (does it answer the question asked), coherence (do the ideas follow),
precision (concrete details and clear references), compression (says a lot per word). The weighted
mix (30/30/25/15) is the exchange score. A person's published score averages their exchange
scores on raw tape only, at least 8 of them, shrunk toward the cohort mean.
Full method →
Answered raw tape
D 5 · C 5 · P 5 · Cm 3 4.70
Q So Vidit's wife is, uh, again, a very successful entrepreneur. She has this brand of clothing called, uh, My Bliss Club. You want to say something?
A Yeah. So, so basically she started this business about two and a half, three years ago. And like, it's a very mission driven business. What she's trying to solve is she's fundamentally building the first women focused fitness brand, right? Because in India, most fitness brands have always been associated with men. Like no one saw women focus problems. So she started this two and a half, three years ago, and she wants to kind of build a culture of movement in her own words, right? So she wants people to move a lot more. Fitness is not just about having like some crazy sick pack abs, but like everyone, whatever you do, every single day, even if you walk a hundred meters, you're moving and how can you make that journey more fulfilling? So she started this two and a half, three years ago, and it's been doing pretty well.
AI assessment note: “What she's trying to solve is she's fundamentally building the first women focused fitness brand”
Answered raw tape
D 5 · C 5 · P 4 · Cm 4 4.60
Q school celebrities, Bollywood, cricketers, do you think that connection has somewhere gotten lost because people have assumed In their minds that they are for sale in a way, and rarely ever do they believe in the product they're selling. And will the trend in the future be that brands do not go to Bollywood or cricket, but they go to more micro influencers in a way who are more authentic?
A I think It is happening slightly, but I think that's still not the prominent reason. Like the reason people go to influencers, because earlier, by the way, it was binary. Either you have a big celebrity or you don't. Right. And until you become large enough to afford a celebrity, you can't do it. Now people can start on day one. You could be a very small one. You find a small influencer who connects with your philosophy. And people keep graduating. There's still very few influencers who have the same following as celebrities. So what you're saying still hasn't happened. But I believe, by the way, it will happen soon. In the next few years, some large celebrities will have the same following as, ah, some large influencers will have the same following as celebrities.
AI assessment note: “So what you're saying still hasn't happened. But I believe, by the way, it will happen soon.”
Answered raw tape
D 5 · C 5 · P 4 · Cm 4 4.60
Q Which was the biggest hit of marketing last year? What worked best?
A So, Diwali campaign did very well, which is where we did localization. So, we kind of, we had different celebrities for different parts of the country. Like, we had Swaro Ganguly for West Bengal, we had Ram Charan for a certain state in South India. So, I'm saying it's a, it's basically we went very local and we saw that to be much more effective than have one person who appeals to all the country because we realized it's close to impossible to find one person who appeals to everyone. You can find cricketers, but they still appeal to males and not to females. So it's, it's very, very hard. So I'm saying we have, we found localization to be very effective.
AI assessment note: “Diwali campaign did very well, which is where we did localization.”
Answered raw tape
D 4 · C 4 · P 4 · Cm 4 4.00
Q But let's say, Amisho spends something like 2000 crores a year to market. What I'm wondering is, How do you decide the allocation of that money? What have you learned? Say for example, last year you sponsored IPL and this and that and stuff like that and actors and stuff. What have you learned from that experience and what will you change going forward?
A So the one thing which we have always been very effective is we are very local. We go as local as possible because our audience space is very heterogeneous. Unlike tier one, which is also like very, if you look at Instagram, it looks very homogenous, right? Like tier one tends to behave very similarly. As soon as you go beyond, it does not. We've always been very local. So we go to Nandhra Pradesh in Telangana and pick an actor or pick an actress or a celebrity that connects with that person. Something we have always been very local, we have seen that to be very effective. Um, but I mean, at the end of the day, it's capital allocation, right? You spend X amount or you spend Y amount, you see where the ROI happens. We've seen over time, like, it's not that you need to have a celebrity all the time, right? Like, so we keep changing celebrities so that, like, the company's image is not attached to one person, right? Like, that, that is also a risk at the end of the day.
AI assessment note: “we keep changing celebrities so that, like, the company's image is not attached”
Answered raw tape
D 4 · C 4 · P 4 · Cm 3 3.85
Q And how, how high does that chain go? Let's say we look at the influencer. Who does the influencer look at? Who in turn does that person look at? Is it a corporation which is setting trends that are cool or is it organically evolving from people?
A So at least from what we see now, it's, it may have started with being very concentrated, but now even like I see like Bliss Club starting, right? Like they leverage influences quite a lot. That entire brand was by the way built on Instagram. Like everything was built on Instagram and they found people. So now they're influencers that people can relate with. Hey, this influencer looks like me. We're the kind of things I like. And I follow that person. And some of the influence are very original kind of products they choose and they recommend and so on. So it's not like very concentrated that, hey, this person looks at this, and that person looks at this. I feel now it's very decentralized to some extent, and everyone knows what kind of person feels like a body double to me, right? Like, hey, this person has the same beliefs, same liking, same kind of body, and I like this person, I want to buy what they would look in. So I feel that's happening.
AI assessment note: “I feel now it's very decentralized to some extent”
Answered raw tape
D 4 · C 4 · P 3 · Cm 4 3.75
Q So you're saying it makes sense to build products which appear to be aspirational today. And what do you think will be tomorrow?
A It's very hard. I just feel like a lot of this as per capita goes up. This 2000 goes to 4000. Most of the increase is happening in discretionary, not like people fulfill their non-discretionary needs anyways, right? So it's going to come here. So I feel that this aspiration thing is going to compound and grow non-linearly going forward. Like everyone is doing it and everyone's doing individually now. So earlier it used to be a family affair. Now everyone's fulfilling their own aspirations separately. Everyone follows someone else on Instagram. Everyone else has different things that they aspire for and they're fulfilling it again and again. And our job is to basically make it affordable, right? Like how do we make them achieve their aspirations affordably is what we focus on as a company.
AI assessment note: “I feel that this aspiration thing is going to compound and grow non-linearly”
