In this episode of Workwise with Naukri, host Sana Grover sits down with Karthik Srinivasan, Independent Communications Consultant, ex-Ogilvy, ex-Flipkart, and one of India's most respected voices on personal branding, marketing, and communications strategy. Karthik unpacks his three biggest career leaps, why agency life beats client side, and how he ran a B2B campaign for IBM using cricket. He breaks down what actually makes a brand iconic (with a sharp take on Piyush Pandey), why "authenticity" on social media is mostly performance, and his 100-window house theory of personal branding. He also gets brutally honest about AI - what it can never replace, why copywriters should be worried, and the one skill that will separate marketers who survive from those who don't. Plus: a rapid-fire round on Zomato, Amul, Boat, Maggi, Zepto, and Naukri (underrated or overrated?), and his unfiltered career advice for 25-year-olds, job seekers, and marketers planning their next five years.