Devina joshi

Articles By Devina joshi

22 Articles

Interview: Tom Goodwin, co-founder, All We Have Is Now

‘The problem with a metric is when it becomes the target’

In a world where people are incentivised with likes, views, retweets or shares, then every brand becomes a publisher of cute kids or cat videos

RBI takes the quirky route to appeal to netizens

The campaign encourages its target audience, the tech-savvy netizen who tends to transact online, on staying ‘satark’ or alert against some common fraudsters or cyber security threats.

This is not RBI’s first attempt.

Ayushmann Khurrana: The pandemic-proof brand endorser?

With these new endorsement contracts, he now has a total of 17 brands in his kitty, in addition to some old ones in the process of renewal.

Who dares wins?

Brands have unshackled their creativity with product launches to fight the pandemic

While some brands have launched sensible product extensions, the frenzied need to ‘protect’ consumers and, importantly, dredge up sales, has led to some corporates coming across as unhinged.

After an exciting 2019, it may be a happy 2020 for Netflix, Hotstar and Amazon Prime

The beginning of the year witnessed the usual telecom-OTT tie-ups, followed by even travel companies tapping OTT partnerships.

Netflix, Hotstar, Amazon Prime, OTT players, ALTBalaji, Zee5, Flipkart Video, video streaming industry, ShemarooMe, Tata Sky

With HBO Max, Apple TV+ and Disney+, will the OTT landscape really change much?

In India, however, this is not likely to be a separate offering — Disney titles are being made available on the homegrown Hotstar, with no change in subscription plans, as of now.

HBO, HBO Max, Apple TV, Disney, OTT, Jennifer Aniston, Reese Witherspoon, Oprah Winfrey, Steven Spielberg, Marvel, Pixar, Star Wars, National Geographic, Walt Disney Company

Amul Girl 2.0: Keeping up with the changing times

The duo, comprising daCunha Communications’ director Rahul daCunha and writer Manish Jhaveri, then march in with their one-liners to cartoonist Jayant Rane who brings the Amul Girl to life, with her trademark blue hair and

Amul Girl, Amul Girl 2.0, daCunha Communications, Rahul daCunha, Manish Jhaveri, Utterly, Butterly Deliciousadvertising tool , amul advertisment

Brand Virat Kohli: Indian captain’s brand avatar as classy as his cover drive

Most notable for endorsing fashion, lifestyle and sports brands, Kohli has also been structuring endorsement deals with an equity element, with an aim to maintain long-term relevance and share the upside from the company’s

Benetton’s election ad targets political parties over false promises

While centered on the general elections, the ad depicts a rural woman with her voter ID in hand, while the body copy alongside exposes the typical false promises made by politicians during elections.

Akshay Kumar’s journey from action hero to a responsible brand and reliable endorser

The 51-year-old actor started his career as an action figure in the early 1990s, with movies like ‘Mohra’ and the ‘Khiladi’ franchise.

Akshay Kumar, Akshay Kumar brand value, Akshay Kumar interview with narendra modi, akshay kumar bollywood actor, Thums Up, akshya responsible brand

Tata Starbucks CEO Interview: We will be thoughtfully aggressive in India

The places we are thinking about launching in are quite widely dispersed. It’s not like we are focussing on areas just outside Mumbai or Kolkata; we are going to parts of the country that are definitely considered tier II,

Tata Starbucks CEO, Tata Starbucks CEO Interview, Navin Gurnaney, Starbucks, Swiggy, Zomato

Book review; Sponge: Leadership Lessons I learnt from My clients by Ambi Parameswaran

Ambi Parameswaran’s book is a practical demonstration of leadership qualities in the advertising and marketing world.

Why Apple, Amazon need to reinvent

Often referred to as the ‘Father of Modern Strategy’ Michael Porter, Bishop William Lawrence University Professor at Harvard Business School,was in India recently and spoke to BrandWagon on myriad topics.

amazon, apple

Raymond advertisement: The Complete Ad

Raymond showcases the ideal man with a social message. The danger is it may start getting preachy

Raymond advertisement: The Complete Ad

FACE OFF: Coalition loyalty can be a game changer for retail, says Rahul Rana

While a sophisticated tool internationally, loyalty marketing is still considered a tiny part of the Customer Relationship Management...

FACE OFF: Coalition loyalty can be a game changer for retail, says Rahul Rana

Festive season advertisements: Hit or Miss?

Team BrandWagon reviews some outstanding and some ordinary ads released this festive season:

Festive season advertisements: Hit or Miss?

When opportunity knocks

Eight represents ‘infinity’ in numerology. In universal terms, this can mean both good and bad—endless strength, power, success, achievement and abundance on the one hand, and the possibility of anarchy...

When opportunity knocks

Record caFe: ‘We can make the current digital scenario work for us’

In India, people are used to getting very low-cost or no-cost content, so it is harder to see pay-for-content model succeeding here in the near future … Subscription works best when there is a specific customer base

Fiat Chrysler Automobiles: All scrambled up

Fiat is out with a new corporate commercial, stitching together its product portfolio for the car lover in you. Does it work?

How far is hyperlocal business model sustainable?

On-demand services based hyperlocals are in vogue, with investors and consumers both sitting up and taking note. But how far is the business model sustainable?

hyperlocal startups

Hyperlocals may not have it so easy, after all

Recently, there was news of restaurant reservation site EazyDiner expanding operations to Mumbai from the National Capital Region, having secured Series A funding worth $3 million led by existing investor DSG Consumer Partner

Is forcing telcos to disclose network capacity a good idea?

The DoT proposal is aimed at reducing call drops. But there is also a need for more spectrum and towers to tackle the problem

Is forcing telcos to disclose network capacity a good idea?
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