In this week's MAD//Moments discover how Heineken’s Head of Marketing, Rajiv Sathyesh, uses real consumer insights and bold creativity to cut through the noise + why a simple phone case could change the way we socialise.

Rajiv Sathyesh, CMO for Heineken UK, shared fresh insights at MAD//Fest about using creativity to break through today’s crowded market. “Creativity isn’t just for show, it must be rooted in strong consumer truths,” he explained. This approach helps Heineken build deeper brand love by tapping into what truly matters to people.

Rajiv takes an old-school approach to understanding consumers, saying, “Data tells you what’s happening, but the why comes from meeting people, in pubs, on the streets, wherever they gather.” These real conversations reveal insights that guide authentic marketing.

He sees Heineken as a way to connect people, especially in divided times. “A Heineken in hand sparks conversations and breaks down stereotypes,” Rajiv noted. One example is the innovative “flipper” phone case, designed to flip over as a signal to put distractions aside and socialise, a fun way to remind people to enjoy life’s moments.

Watch the full interview here