"Brand purpose is all about commitment; people can see through bullshit": Saad Khan, FCB Ulka

In a new series 'Planner's Journal', we explore what the world looks like from the perspective of those in charge of mining consumer insights every day.

Here's what Saad Khan, national planning director, FCB Ulka, has to say:

"But this is also the time to re-cast product categories. Categories which can re-frame their role in the lives of people, will bounce back faster than categories which don’t. For example, two-wheelers can re-frame themselves from performance and style to safety because of fear around public transport."