Harsani Silva Interview(s)
Viewpoints about Strategy/Planning
In a few words, can you tell us who you are what your job title is?
A media strategist & creative problem-solver, I navigate the intersection of advertising, data, and consumer psychology to craft impactful brand narratives. Passionate about decoding buying behaviors and shaping marketing strategies
Which aspect of your job do you enjoy the most?
I love the strategic storytelling aspect—taking data, consumer insights, and brand objectives, then weaving them into a compelling narrative that not only resonates but also drives action. There's something exciting about deciphering human behavior and using creativity to solve marketing challenges in a way that feels authentic and impactful. Also, the dynamic nature of media keeps things fresh—every campaign is a new puzzle to crack and it's super challenging.
What do you think will be the biggest challenge for brands in reaching consumers in the next five years?
Consumers are drowning in content—scrolling past ads faster than brands can say “Wait! We’re different!” The next five years will be about earning attention, not demanding it. Authenticity will win, if it feels forced, it flops. Gen Z and beyond have built-in BS detectors and crave real, unpolished connections.
What project that you worked on are you most proud of, and why?
One of the projects I’m most proud of is the launch of Toyota’s “Move Your World” campaign. This initiative wasn’t just about unveiling a new slogan—it was about making employees the stars and going beyond the norm.
Before taking the message external, we focused on ensuring our internal stakeholders truly embodied the values behind Move Your World. Through a two-pronged approach, we empowered employees to connect with the philosophy on a personal level, fostering genuine advocacy before the campaign reached the wider audience. This approach not only strengthened brand alignment but also created a deeper, more authentic impact.
Before taking the message external, we focused on ensuring our internal stakeholders truly embodied the values behind Move Your World. Through a two-pronged approach, we empowered employees to connect with the philosophy on a personal level, fostering genuine advocacy before the campaign reached the wider audience. This approach not only strengthened brand alignment but also created a deeper, more authentic impact.
How can data make us more creative? Can you give a recent example?
Data and creativity are the opposites but when synergized, they fuel innovation, personalization, and storytelling in ways we never imagined. Data gives us insights into behaviors, trends, and emotions.
We see in the Malaysian market, podcast as a media channel is rising. Due to on-demand, and On-the-Go Culture. With increasingly busy lifestyles, Malaysians are embracing audio content that fits into their daily routines—whether it's commuting, working out, or winding down. Unlike video or text-based media, podcasts offer a hands-free, screen-free experience, making them a preferred choice for multitaskers.
We see in the Malaysian market, podcast as a media channel is rising. Due to on-demand, and On-the-Go Culture. With increasingly busy lifestyles, Malaysians are embracing audio content that fits into their daily routines—whether it's commuting, working out, or winding down. Unlike video or text-based media, podcasts offer a hands-free, screen-free experience, making them a preferred choice for multitaskers.
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