Newsmakers 2017
BrandWagon handpicks some of the big-bang developments that made headlines this year
How demonetisation and GST impacted Indian media and entertainment industry
Industry watchers have a general consensus that the industry grew only at 10-11% on the back of big-ticket events like IPL 10, with Sony Pictures Networks (the official broadcast partner earlier in the year), raking in Rs 1,3
The ‘delicious’ secret plan
Not having a preachy mother or neighbour instructing others on how to make home food ‘tastier’ is what makes Suhana Masala’s ad film stand out.
In movie-mad India, output rising 10 pct annually, says report
The fact that the Indian film entertainment industry is growing at 10% year-on-year in terms of the number of films released is testimony to how important entertainment is in Indian lives.
Tinkle, Tinkle little star
In the hope of reviving the 37 year-old brand, ACK Media has launched a special line of Tinkle merchandise in association with Planet Superheroes and Eco Corner. TV programming is also on the anvil
‘Consumers don’t want to pay extra for packaging’: Ali Harris Shere, VP — Marketing, Britannia Industries
With innovation at its core, Britannia has launched several products (Wonderfulls, Oats NutriChoice, etc) over the last six-eight months.
The return of Ambush Marketing
Brands that opt for ambush marketing are usually challenger brands, which compete directly against the reigning brand. With the recent IndiGo and Samsung instances, ambushing is back.
Ambushing rivals is new ad mantra
In October this year, retailing brands Big Bazaar, Hyper-City, Star Bazaar, D-Mart, Walmart owned Best Price Modern Wholesale and Big-Basket accused Amazon of‘ ambush marketing’.
The answer to gifting woes?
Amazon’s new ad film targets companies instead of directly addressing consumers, in order to lure corporations to opt for its gift card.
A ‘job’ well done?
With increasing access to internet and growing aspirations of the young working population, used goods marketplaces are now also bridging the gap between job seekers and employers
Starved for ideas
Snickers’ latest campaign adds no new flavour, when compared to its previous avatars
Hollywood homecoming
Indian audiences have become increasingly accepting of Hollywood movies, overlooking the cultural and language differences, due to the variety of content on offer. What will it take to grow the market here?
Our TG varies from the youth to a homemaker, says MTR Foods CMO Sunay Bhasin
With innovation at its core, MTR Foods has come a long way from the packaged Rava Idli Mix to investing Rs 40 crore in a new manufacturing plant for its confectionery category, Laban.
Review corner: Two sides of the same coin
Skoda’s new ad highlights the fact that power can turn a situation into something either beautiful or ugly; it really is just a matter of perspective.
Growing use of smartphones and cheap data plans boosting music streaming apps
Luis Fonsi and Daddy Yankee’s Spanglish summer single Despacito featuring Justin Bieber has broken all streaming records on Wynk Music.
We have built Brand Factory purely on trust: Roch Dsouza, CMO, Brand Factory
Opened with an endeavour to raise the bar of experiences when it comes to ‘brand + bargain shopping’, Future Group’s chain of retail stores Brand Factory is eyeing long-term growth by playing on the Indian need for aspi
Taking on the instant taste battle
Not deviating from the oft-repeated ‘healthier’ snacking idea for the category, Saffola Masala Oats fails to add a new flavour to its latest communication
Animatedly speaking
Today, animation isn’t just about cartoons. India witnessed its first-ever animation movie in colour, The Banyan Deer, in 1957, and the rest as they say, is history.
Cookie monster: Premium category gets crunchier
As consumers look for more variants and quality products, premium biscuits have seen an overhaul over the years to be one’s first choice.
A breath of fresh paint
sian Paints' new TVC #MaskedLife for Royale Atmos effectively drives the message home
The art element
Art trumps the message, said no one. But message does make more impact when crafted well. If an idea is the soul of a communication, then design is the body that one interacts with.
‘We have taken an educational stance in our marketing strategy’: Amarjit Singh Batra, CEO, OLX India
Earlier, around 70-80% of the traffic came from desktop while the remaining came from mobile. Within the last three-four years, it changed to 75%, and today, we are at about 90-95% from mobile
Coca-Cola’s digital journey
The cola giant sees digital as one of the most powerful mediums to deliver stories about its brands, and has launched a digital magazine as a window into the company’s world.
After-sales experience is a priority for us, says Tata Motors’ Vivek Srivatsa
Following the rollout of GST, one of India’s oldest home-grown companies, Tata Motors claims to have passed on all the resultant benefits to customers.
Onida is back with renewed passion; Can it reclaim its glory? Find out
Onida is back with a renewed passion and has its eyes set on Indian homes with its consumer-centric products.
Mobile handset penetration: Why rural consumer is not rural anymore
In rural India, mobile handset penetration is much higher than TV. This leaves brands with no option but to use the mobile medium creatively to reach this rather large segment of consumers on a ‘one to one’ basis
Mother’s Recipe expands product portfolio with new range of chutneys
To keep up with consumers, Mother’s Recipe has expanded its product portfolio time and again to increase its share within the branded food accompaniments segment. This time, it’s with chutneys
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