Episode 723

Loyalty Innovation in Global FMCG and Telecommunication Brands with MSET (#723)

Published on: 18th November, 2025

This episode is available in audio format on our Let's Talk Loyalty podcast and in video format on www.Loyalty.TV.

Today's interview features insights from MSET, a UAE based digital solution company that is helping brands build smarter and more meaningful loyalty experiences, with an amazing client list in FMCG (fast-moving consumer goods) and telecommunications. 

We're joined by Co-Founder Suky Bal, and Lead Campaign Manager Rajesh Srimalani, who enjoyed a great conversation in person in our studio with host Lisa Brightwell.

With SO much opportunity for innovation in the fast-moving consumer goods sector in particular, MSET shares some incredible insights from their global clients.

Together, they share the story behind MSET as an ambitious loyalty marketing platform, and explore how they've developed innovative concepts in partnership with their clients that are driving growth and success worldwide.

They also explored the challenges of managing loyalty in the telecommunications sector, and how applying psychological drivers helps deepen engagement and strengthen loyalty at every step of the journey - no matter what industry you're in.

Enjoy!

Hosted by Lisa Brightwell.

Show notes:

1) Suky Bal

2) Rajesh Srimalani

3) MSET

4) Book Recommendation: Predictably Irrational

5) Book Recommendation: Outliers

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About the Podcast

Let's Talk Loyalty
“Let’s Talk Loyalty” is an industry podcast for loyalty marketing professionals.

If you work in loyalty marketing, join us every week to learn the latest ideas and marketing insights from loyalty specialists around the world.

Check out our website on: http://www.letstalkloyalty.com/

About your host

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Paula Thomas

Paula Thomas is the Founder and CEO of Let’s Talk Loyalty and Loyalty TV.

Paula Thomas is an award-winning podcaster who founded the “Let’s Talk Loyalty” podcast and business in 2019, and Loyalty TV in 2023.

She has over twenty-five years blue-chip marketing experience, including almost a decade leading consumer loyalty programmes in multiple sectors including telecommunications, the energy sector, banking and airline loyalty programmes.

She is from Ireland and lives in Dubai.

Paula is a former judge for the “International Loyalty Awards”, and the author of the book “Driving Loyalty in Convenience Retail”.

She holds an Executive MBA from Smurfit Business College, one of Ireland’s top universities, and is a “Certified Loyalty Marketing Professional”.

In 2025, she was chosen as the International Loyalty Industry Personality of the Year.