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Smriti Mishra

Articles By Smriti Mishra

114 Articles

As brands make a beeline for K-Pop, India too soon to become its playground

K-Pop band BTS currently endorses a clutch of brands such as Samsung, Adidas, Coca-Cola, Hyundai, Louis Vuitton, McDonald’s

K-Pop BTS Boy Band, BTS McDonald's Meal

From Food Darzee to EatFit, its raining healthy food brands this season

The demand for healthy food options have led to the mushrooming of a clutch of food-tech companies

Food Tech Startups, Healthy Food Brands

With #DettolSalutes campaign, Reckitt replaces logo with Covid-19 stories

It has also launched a platform for people from across India to share stories and acknowledge Covid protectors in their midst by creating customised virtual packs

As a part of the campaign, the brand launched an anthem last week to spread the message of hope and resolve during these tough times

D2C brand SkinKraft to spend 80-90% of advertising dollar on digital

IncNut Digital Private Limited, the listed parent company of SkinKraft, posted net revenue of Rs 47.3 crore while net profit stood at Rs 1.7 crore in FY20

SkinKraft

ASCI guidelines on influencer marketing to have a positive impact

The new guidelines will be applicable to commercial messages or advertisements published on or after June 14, 2021

According to the guidelines, all advertisements published by social media influencers or their representatives, on such influencers’ accounts must carry a disclosure label that clearly identifies it as an advertisement

How brands are investing in mental health and why is it important

From engaging with health counsellors to rolling out mental health breaks are some of the ways organisations are supporting employees

mental health, mental health initiatives

#BackToBusiness: Grapes Digital’s Himanshu Arya on the strategy that needs to be followed to bounce back

In today’s time, when there’s so much data available, marketers can leverage this to interact with their audience to give it a more personalised appeal, says Arya

Himanshu Arya, founder and CEO, Grapes Digital

#KanganavsTwitter; how will it impact brand Kangana

Fashion designers such as Anand Bushan and Rimzim Dadu have issued statements to distance themselves and their brands from the actress

Kangana Ranaut

High street fashion brands eye online platforms; look to drive sales by launching #WFH range

From introduction of casual wears to shop from home, brands have tailored their approach to suit the requirements of the new customer

Fashion Retail, High Street Fashion, Fashion Brands

#BackToBusiness: Zivame’s Khatija Lokhandwala on the strategy that needs to be followed to bounce back

Communication needs to clearly highlight the value that the brand adds to the consumer’s lives both on a functional as well as an emotional level, says Lokhandwala

Khatija Lokhandwala, head of marketing, Zivame

Times Internet backed edtech firm Gradeup increases its marketing spends by threefold to Rs 80 crore in FY22, 60-70% will be spent on digital

The company expects that by the end of FY22, close to one million students would be subscribers of the platform

GradeUp

#BackToBusiness: Sirona Hygiene’s Deep Bajaj on the strategy that needs to be followed to bounce back

Customers earned at this time will always be your customer if you can serve them well, says Bajaj

Deep Bajaj, CEO and co-founder, Sirona Hygiene

#BackToBusiness: Eatfit’s Ankit Nagori on the strategy that needs to be followed to bounce back

Social media content plays a big role in driving digital adoption and storytelling, says Nagori

Ankit Nagori, co-founder, Eatfit

#BackToBusiness: ABND’s Maulik Chandarana on the strategy that needs to be followed to bounce back

Not all businesses will have it easy and behavioural shifts will dictate category growth, says Chandarana

Maulik Chandarana, head of business and strategy, ABND Branding Practice

#BackToBusiness: Radico Khaitan’s Amar Sinha on the strategy that needs to be followed to bounce back

What will change now is the process and manner of storytelling and engaging with the consumers through meaningful and out-of-the-box campaigns, says Sinha

Amar Sinha, chief operating officer, Radico Khaitan Ltd

Cosmetic firms rediscover magic behind the veil; cashes in on the pandemic with product launches

Today’s beauty consumers are looking online for advice, ideas and inspiration, with nine out of 10 beauty consumers influenced by digital

Consumers are on the lookout for meaningful connections -- what does a brand stands for and is doing to make lives better

#BackToBusiness: Madame’s Akhil Jain on the strategy that needs to be followed to bounce back

From wardrobe changes, handling their inventory to online fashion shows, things have changed the way the fashion industry is looked at now, says Jain

Akhil Jain, executive director, Madame

Eicher Motors owned Royal Enfield to ride the digital wave to drive sales this year

Eicher Motors Limited, the listed parent company of Royal Enfield, spent around Rs 22 crore on marketing and advertising in FY20

Royal Enfield, Eicher Motors Ltd, Royal Enfield Make It Yours, Royal Enfield Online

From Paytm Ads to Airtel Ads – how consumer tech companies are cashing in from ad revenue

Digital advertising spends are expected to register a growth of 28% in 2021 to be at Rs 27,700 crore

Greater internet penetration has allowed even those in smaller towns to try their luck. Indeed, technology plays such a big role today that it’s the new-age discount brokerages that seem to be walking away with larger market shares.

#BackToBusiness: Rapido’s Aravind Sanka on the strategy that needs to be followed to bounce back

Brands should look at localisation and customisation to cater to the needs of the audience in Tier 2, 3 and beyond markets, says Sanka

Aravind Sanka, co-founder, Rapido

The Moms Co. aims to close FY21 with Rs 80 crore revenue; plans to breakeven in FY22

It posted a net revenue of Rs 22.3 crore in FY20, while net loss stood at Rs 7.8 crore

The Moms Co. FY21 revenue

Will ASCI’s draft guidelines adversely impact the influence of an influencer

The guideline requires a disclosure label to be added to highlight advertising content

Industry experts believe that these guidelines will aid in promoting transparency in the long run

Jewellery brands follow the mantra of ‘Visual Delight’ to rake in online sales

From virtual try-ons to video calling are some of the ways jewellery brands have been selling goods online

Industry estimates suggest that bulk of the jewellery purchase online is restricted to low ticket purchases upto Rs 30,000

#BackToBusiness: Impresario Handmade Restaurants’ Divya Aggarwal on the strategy that needs to be followed to bounce back

How brands can make the most of the shift towards digital, highlights Aggarwal

Divya Aggarwal, head - marketing, Impresario Handmade Restaurants

#BackToBusiness: Mirum India’s Naila Patel on the strategy that needs to be followed to bounce back

How brands can make the most of the shift towards digital, highlights Patel

Naila Patel, executive creative director, Mirum India
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