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Smriti Mishra

Articles By Smriti Mishra

64 Articles

How the advertising pitch process has evolved during Covid-19

According to industry estimates, if earlier agencies charged a fixed commission of three to five percent, that has gone down to one-two percent

Campaigns today are aimed at driving immediate purchase as companies look to leverage the best out of the ongoing IPL and festive season

Automakers make a comeback to advertising; bets big on digital

Festive season contributes roughly to 25-30% of the annual sales for auto companies

Industry estimates suggest that automakers are among one of the largest advertisers in India, accounting for a tenth of overall spending

Policybazaar’s Sarbvir Singh on the marketing strategy which brands need to follow in the time of Covid-19

The dos and don’ts for brands to follow when communicating during challenging times, highlights Singh

Sarbvir Singh, CEO, Policybazaar.com

How Tanishq has found its share of supporters for Ekatvam ad amidst calls for boycott

There is an increased need for a dialogue between brands and their customers

How brands have taken to Instagram to cash in on the rising user base

Instagram has nearly 117.1 million monthly active users in India and the average time spent per user is 45 minutes

With the onset of the festive quarter, brands are further looking at bolstering presence on social media platforms to drive engagement

OYO’s Mayur Hola on the marketing strategy which brands need to follow in the time of Covid-19

The dos and don’ts to be followed by brands, highlights Hola

Mayur Hola - head of global brand, OYO Hotels & Homes

Ashish Bhasin on why the advertising industry needs Government’s aid

The advertising industry is likely to post a negative growth of 15% to Rs. 22,000 crore at the end of the year

According to Bhasin, there will not be a V-shaped recovery and the industry will see a slow movement until Diwali, when things may normalise

DDB Mudra Group’s Aditya Kanthy on the relationship between brands and agencies during Covid-19

The role agencies play in the life of brands and advertisers, highlights Kanthy

Aditya Kanthy, CEO and MD, DDB Mudra Group.

How #wfh has benefitted offline and online furniture firms

80% of customers are now buying office essentials and furnitures online

The new culture of #wfh (work-from-home) has led to an increase in demand for office and study essentials, among other furnitures and home decor items

Panasonic India’s Shirish Aggarwal on the marketing strategy which brands need to follow in the time of Covid-19

The marketing strategy to be followed by brands during a crisis, reveals Aggarwal

Shirish Aggarwal, head of brand and marketing communications, Panasonic India.

Why KFC’s decision to drop Finger Lickin’ Good from its messaging is ‘apt’

The Yum Brands Inc owned chain, which has been using the slogan for almost 64 years now said that the messaging will return “when the time is right”

The brand released a global campaign showcasing KFC posters and packaging with the slogan blurred and pixelated

Embassy Group’s Vineet Singh on the marketing strategy which brands need to follow in the time of Covid-19

How brands can maintain trust among consumers during a pandemic, highlights Singh

Vineet Singh, group CMO, Embassy Group and country head, Brand and Marketing, WeWork India

Titan Company to up digital marketing spends by 50% for its watches division

The company claimed to have spent about Rs 100 crore on advertising in FY 20

So far, the company has been able to recover little less than 10% of its sales, compared to pre-Covid times

Insurance players up ad spends on digital platforms on the back of rise in sale

Insights from google analytics show an 89% growth in search related to insurance and related products

Insurance companies are exploring several new formats of communications such as influencer marketing besides collaborating with OTT and content players

Acer’s Sooraj Balakrishnan on the marketing strategy which brands need to follow in the time of Covid-19

The marketing strategy for brands to remain relevant, reveals Balakrishnan

Sooraj Balakrishnan, head-marketing, Acer India.

Maruti Suzuki dails big on digital; online accounts for roughly 35% of queries and bookings

The company claims to have spent around Rs 630 crore on marketing in FY20

The Nexa segment contributes roughly about 20%-22% of Maruti Suzuki’s total sales

Bacardi India’s Anmol Gill on the marketing strategy which brands need to follow in the time of Covid-19

The dos and don’ts brands need to follow when communicating with consumers, reveals Gill

Anmol Gill, head of customer marketing, Bacardi India.

Why brands need to adopt #genderequality in marketing and communication

With rising consumer expectations, it is important for brands to reflect the right social values and norms

With the feedback process being quick, brands need to be wise in what they are choosing to put out there

GSK Consumer Healthcare’s Anurita Chopra on the marketing strategy which brands need to follow in the time of Covid-19

How brands can maintain trust among consumers during the pandemic, reveals Chopra

Anurita Chopra, area marketing lead- oral health, GSK Consumer Healthcare

Thomson TV to up marketing spends by 150% in the next 12-18 months; to focus more on digital

The company claims to have spent about Rs 12 crore in FY20 and aims to increase it to Rs 30 crore

The company claims to have posted a 4x-5x increase in demand for its smart televisions post lockdown

Chinese Brands: How the advertising industry may lose Rs 2,500-3,000 crore amidst ban on Chinese products

Chinese smartphone makers such as Oppo, Vivo, Xiaomi and OnePlus spent a total of around Rs 2,700 crore on advertising in FY19

Vivo alone contributes Rs 440 crore annually to BCCI for a five-year deal for IPL title sponsorship that ends in 2022

Parle Agro’s Nadia Chauhan on the marketing strategy which brands need to follow in the time of Covid-19

The dos and don’ts for brands during the pandemic, reveals Chauhan

Nadia Chauhan, joint managing director and CMO, Parle Agro Pvt. Ltd.
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