Meghna Sharma

Articles By Meghna Sharma

231 Articles

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

demonetisation, GST, Indian media, entertainment industry, Indian AdEx

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.

delicious, kitchen, ad campaign, Suhana Masala

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.

movie output in india, entertainment industry output in india, india entertainment industry annual output

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

special line of tinkle merchandise, tinkle magazine TV program

‘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.

consumers do not want pay extra for packaging, britannia launch several products

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.

Ambush Marketing, indigo, air india, samsung, brandwagon, brandwagon stories, industry stories

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’.

Ambushing , ambush marketing, Big Bazaar, Hyper-City, Star Bazaar, D-Mart, Walmart 

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.

gifting woes, gifts, Amazon Gift Card, gift box, commercials of gifts, commercial for Amazon Gift Card, industries, The answer to gifting woes, industry stories, amazon, online shopping, brandwagon

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

job, QuikrJobs, Quikr, BPO employees, QuikrPro, OLX India

Starved for ideas

Snickers’ latest campaign adds no new flavour, when compared to its previous avatars

advertisements, ads, snickers' ad

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?

hollywood homecoming, hollywood, jurassic park, titanic, the matrix, entertainment, Media and Entertainment Industry, Media and Entertainment Industry report

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.

meghna sharma, sunay bhasin, sunay bhasin interview, interview of sunay bhasin

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.

power of authority, Review corner, two sides of coin, Jallianwala Bagh, Jallianwala Bagh massacre, Britishers

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.

music apps, smartphones impact, data plans promoting apps

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

Roch Dsouza, Brand Factory, Future Group, retail stores chain, retail stores, future group retail stores, discounts, discounts in retail industry, Ed Hardy and Charles & Keith, retail business in festive season, retail industry in festive season, festive season offers in retail stores, content marketing in retail, ecommerce war, online shopping, online retailing, retail consumer behaviour, loyalty programmes, loyalty programmes in retail

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

saffola masala oats, urban markets, Marico, TV commercial of saffola, The Tasty Way to Stay Fit, review of saffola advertisments

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.

Animation, animation in india

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

fresh paint, Target Audience, business objective

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.

The art element

‘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

Amarjit Singh Batra, OLX India , Womaniya campaign, OLX India, Six Months Break-Up Challenge, Bech de,marketing strategy

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.

Brandwagon, Coca-Cola, Coca-Cola India, digital journey, digital journey of coca cola, retail outlets, digital magazine, Journey

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.

Tata Motors, Vivek Srivatsa, GST impact on Tata Motors, GST on automobile industry, Tata motors growth plans, growth plans of tata motors, Tiago, Hexa, Tigor, customer care satisfaction index, Tata Motors investment, Tata motors TG, Zica crisis, digital strategy, car buying

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

Mobile handset penetration: Why rural consumer is not rural anymore

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

Mother Recipe, chutneys
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