Interview: Tom Goodwin, co-founder, All We Have Is Now
‘The problem with a metric is when it becomes the target’
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.
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
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.
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.
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
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.
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,
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.
Raymond advertisement: The Complete Ad
Raymond showcases the ideal man with a social message. The danger is it may start getting preachy
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...
Festive season advertisements: Hit or Miss?
Team BrandWagon reviews some outstanding and some ordinary ads released this festive season:
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...
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?
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
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