Chandni Mathur

Articles By Chandni Mathur

153 Articles

How ‘branded’ is your ‘content’?

With the average digital consumer spending over two hours per day on social networking, brands have more than a fair shot of getting attention on digital.

branded content, digital consumer, social networking, brands

The ‘fashionable’ rise of private labels

Within six months of shutting down its fashion portal Abof, Aditya Birla Fashion announced plans to relaunch Abof as a private label, which market experts state is a way to have better control over margins.

private labels, fashion, brand wagon, celebrity brands

Branded content: Are marketers doing it right?

It’s no surprise that digital media is what marketers are currently focusing on, considering its proliferation and the captive audience that is present across devices.

branded content, marketers, digital media, digital consumer, video marketing

‘Goa is my favourite hangout place’: Uday Sodhi, EVP and Head — Digital Business, Sony Pictures Networks India

I walk in and out of lots of self-help and motivational reading — anything I can lay my hand on, he says

Uday Sodhi, Sony Pictures Networks India

‘The level of discounting has to come down’: Ananth Narayanan, CEO, Myntra & Jabong

Both the End of Reason Sale (EORS) and the Big Brand Sale (BBS) did well. Roughly, we have been seeing a 50% growth; in EORS we saw around 20 million users actually come to the platform.

myntra, Ananth Narayanan, Jabong

Artificial, yet Intelligent!

In the US, Amazon recently took artificial intelligence (AI) to a new level with the official unveiling of its offline store Amazon Go in Seattle, wherein AI algorithms can watch the various video feeds and identify who is pi

artificial intelligence, Amazon Go, Amazon Go app, AI platform, Union Budget 2018, Internet of Things, Kabir Kochhar, TARA, AI service, Myntra

How AI can help brands improve engagement

Although not as developed, in India, too, several brands are waking up to the immense potential of AI and its effectiveness in reaching out to consumers.

aritificial intelligence, amazon go, rapid, myntra, brands use AI

Dialling up the Deepika factor

Goibibo’s latest ad goes a bit overboard on the dramatisation, losing its signature charm of subtle humour from previous campaigns.

deepika padukone, goibibo, commercial ad, ad campaign

Nykaa’s new campaign has way too many shades of beauty!

In its first TVC, Nykaa takes the route of celebrating women from all walks of life. Sounds eerily familiar to a zillion other brands out there, doesn’t it?

Nykaa, Nykaa TVC, Nykaa’s maiden TVC, Nykaa’s campaigns, Nykaa ad campaign

My wanderlust is London: Apurva Purohit, President, Jagran Prakashan

My two favourite books include The Conquest of Happiness by Bertrand Russell and Sapiens by Yuval Noah Harari for the most concise yet comprehensive take on the history of mankind.

 screenwriting, books, The Conquest of Happiness, Bertrand Russell, Sapiens, Yuval Noah Harari

Salman Khan: Hinterland’s Robin Hood

From a ‘bad boy’ to being more ‘humanised’, Bollywood star Salman Khan’s image has seen several ups and downs over the years. Has ‘bhai’ managed to sustain his brand value and convert it into quality endorsement

salman khan career evalutation, salman khan transformation, salman khan robin hood

Salman Khan’s brand value dips as he loses relevance with millenials

The 52-year old actor’s earnings have dipped from a high of Rs 270.33 crore in 2016 and constituted 8.67% of the total earnings — Rs 2,683 crore — of the top 100 celebrities for the year.

salman khan, brand value, youth, salman khan earnings, salman khan ads

‘Discovering’ the mass-premium play

Discovery is entering a very competitive genre. The genre is extremely dependent on numbers; while advertisers will sample, premium rates only come in if it is a big reality show

Discovery Communications India, Hindi GEC, Discovery Jeet, Karan Bajaj, South Asia, Discovery Communications India, Karan Bajaj, Sameer Rao, Mahindra & Mahindra, DSport

‘PC penetration in India is still very low’: Bhaskar Choudhuri, Director — Marketing, Lenovo India

The PC market overall, even at a global level, is seeing a marginal decline. In India, it is stagnating because there is no growth but there are two-three trends emerging.

PC market, Indian PC market, Lenovo India, Lenovo, AR VR technology, GST, PC category, Lenovo India, smart devices

The reel and ‘real’ formula

As most big ticket non-fiction shows complete over 8-10 years of airing with some going even up to 15, is there enough steam left or do we see the fatigue factor seeping in?

reality shows, impact of reality shows on the industry, reality shows and entertainment sector

Reality shows: Broadcasters, producers feel a need for this!

In 2000, Amitabh Bachchan and Star India heralded a new wave in non-fiction content with the launch of the quiz show Kaun Banega Crorepati (KBC).

reality shows in india, reality shows situation in india, what is needed for reality show now an era

Take 5 with Karan Bajaj, SVP & GM, South Asia, Discovery Networks Asia Pacific

Johnny Gone Down. It is my second novel to motivate myself to start writing with discipline again. The alternative would be Bel Canto.

johny gone down, take 5, take 5 with karan bajaj, karan bajaj, discovery networks, bel canto

‘Programmatic TV is a distinct possibility’: Matt Brocklehurst, Platforms Marketing Lead, APAC, Google

In India, the speed at which you can get a campaign processed and live, is 30-40% quicker using Programmatic Guaranteed. So that is a massive saving in terms of man-hours.

matt brocklehurst, apac, google, programmatic marketing, programmatic tv, face off, face off with matt brocklehurst, brandwagon

Newsmakers 2017

BrandWagon handpicks some of the big-bang developments that made headlines this year

Cricket star Virat Kohli has pipped Bollywood king Shah Rukh Khan in this race – Find out details

Kohli is followed by Shah Rukh Khan with a brand value of $106 million, down by 20% as compared to 2016, Deepika Padukone with $93 million, Akshay Kumar with $47 million (a 97% increase on adding seven new brands to his portf

Virat Kohli, Shah Rukh Khan, Indian cricket team, Valuable Celebrity Brands, IPL IPL 11, Cricket, Bollywood

‘Fastrack is our fastest growing brand’: S Ravi Kant, CEO, Watches & Accessories, Titan Company

Titan has always been a consumer driven company; there have been times when we have brought in a new trend. We won’t call Titan a traditional brand as such because we have always invested a lot in consumer research and spen

Titan, World of Titan, Fastrack and Raga, Fastrack, S Ravi Kant, Ravi Kant, Watches & Accessories, Titan Company, smartwatch, smartwatch segment, Indian smartwatch market

Wear the Game

With audiences going gaga over various sports and leagues, is the popularity translating into merchandise sales as well?

merchandise sales, Licensing Industry Merchandisers Association

Now a days, sports is a lucrative business in India; here’s why

Going by the number of sporting leagues in the country today and their popularity, especially the IPL and ISL, it is no wonder that sports is a lucrative business to be in.

sports in india, ipl in india, total business of ipl, ipl business

Sports brands sprint ahead

Aiming to give back to the community, sports brands are working actively to promote various niche sports and capitalise on these initiatives.

Sports brand, puma india, nike, brandwagon, brandwagon stories, industry stories

Take 5

Zafar Rais, CEO, Mindshift Interactive

zafar rais, mindshift, brandwagon, brandwagon stories, industry stories

Next gen ‘complete man’: Raymond plans to strengthen its FMCG business, consolidate Park Avenue brand

As it looks to strengthen its FMCG business in India and global markets, Raymond is consolidating its Park Avenue business under one identity with ‘Gen 2’ grooming solutions.

raymond, the complete man, FMCG business, Park Avenue, Premium, Kamasutra, True Tone, Park Avenue business, industries, industries stories, brandwagon, brandwagon stories
Income Tax Calculator, Budget 2019, How to Calculate Income Tax


Stock Market