Brand Wagon

Resetting the stage

In this new normal, a hybrid model holds significant promise for the events and experiential industry

There is something to learn from the K-Pop industry.

How sustainable design leads to a sustainable brand

Being a sustainable brand often involves a fundamental rethink about some or all the ways of doing a business

While brands must do more to make sustainability a core business value, customers must also take onus for taking care of the environment by insisting on sustainable solutions

How organisations can create an attractive employer brand

When employers empathize with employees and recognise them for their achievements, employees feel good and consider themselves as valuable members of the company

Employees who feel respected and work in an environment that reflects positivity are more grateful to their employers

Music industry can be the next spot for content creators to explore in 2021

With the evolving consumer behaviour and fundamental shift in the way music is consumed, a significant change is happening in the way music is promoted

Any new music creation needs visibility to work and today, the most effective way to gain visibility for a product or service is through content creators on different platforms.

IPL 2021: The surest bet for marketers in an unpredictable scenario

For marketers seeking to run effective IPL digital campaigns, having an hourly and resource-level granularity insights of the game days can prove to be an ideal marketing hack.

Categories that do well in the morning are education and gaming as they start to see increased activity at 9am.

Interview: Abhijit Avasthi, co-founder, Sideways Consulting

‘It will get tough for big agencies to handle start-ups’

Brands are increasingly realising that solutions could lie in a different business model or a tech platform that achieves the same objectives differently

Blogger’s Park: Damage control

How can brands win back consumers’ trust?

Trust gets built over time with repetition of ‘expected outcomes’, accruing confidence in the relationship

After Hours: Deepak Salvi, COO and co-founder, Chingari

From Range Rover to United Colors of Benetton are some of his favourite brands

Short video content is the latest stir in the entertainment industry, and it is here to impress and stay for a long time, says Salvi

Havas Media Group India appoints Sanchita Roy as head of strategy

In her new role, she will be responsible for driving the growth strategy for Havas Media Group India and leading strategic investments for its clients

Roy will continue to report to Mohit Joshi, CEO, Havas Media Group, India

Ad volumes on TV rose 30% in January-March 2021: TAM AdEx

HUL emerged as the biggest spender while RB's Lizol was the most advertised brand

Top 10 advertisers accounted for 41% share of ad volumes during 2020.

Focused on content fit and getting broader content in India: Netflix

Netflix that competes with global players Amazon Prime Video, Disney+Hotstar and a clutch of home-grown services like Zee5 and AltBalaji in the country has been devising ways to get more subscribers o

Earlier this year, the company unveiled a slate of over 40 India originals that will premiere on the service this year.

BookMyShow bolsters leadership across businesses

As per the company, the restructuring will help drive the next phase of growth and expansion while further streamlining the core areas of the business

As a digital first company, nimble technology and dexterous product adaptability have, undoubtedly, been BookMyShow’s pillars through the company’s two decade long journey.

TBWA\India appoints Satish Krishnamurthy as chief strategy officer

Krishnamurthy steps into the role previously held by Subramanian Krishnan who is taking on a part time consulting role with the agency

Before joining TBWA\India, Krishnamurthy was head of strategy at Sideways Consulting

Dipika Bhasin joins Carat India as executive vice president

Bhasin will lead the agency’s North and East offices

She will report into Anita Kotwani, CEO, Carat India

Work That Speaks | Ad Reviews | 12 to 20 April 2021

Brands that cut through: Livspace, Bhima Jewellery, Kalyan Jewellers, Tanishq Rivaah, CRED, magicpin, PhonePe, ABP Nadu. McDonald’s, Unacademy.

Brand campaigns that deserve to be in the spotlight this week.

IPL influences consumer actions in a big way: HI CRICKET Study

The study highlighted that viewers are multi-tasking while watching the game – from ordering food online, to playing their own fantasy leagues and engaging with match experts

The study says that there is a deeper involvement with the game that is beyond pure ratings/viewership

Amit Jain named as chairperson of MMA India board of directors

Jain will champion innovation for modern marketing in the industry

Jain succeeds Priya Nair, executive director, beauty and personal care, Hindustan Unilever Ltd.

dentsu X India wins global media mandate for Galderma

The agency will oversee the media, strategy, planning, and buying for the total portfolio of Galderma products

Galderma started its India operations in 1999 and has its head office based in Mumbai

Puma India signs Washington Sundar and Devdutt Padikkal

The brand recently announced its partnership with RCB

The duo joins Puma’s roaster of cricketers that include Virat Kohli, KL Rahul, Sushma Verma and Yuvraj Singh

How brands can stay on top of their omnichannel strategy game

Adopting an omnichannel strategy and engaging with customers across various channels will not only increase brand visibility but also improve customer retention and loyalty

While omnichannel strategies undoubtedly pay off in the long run, it is important to devise one that suits your business model the best

Bacardi India ropes in Zeenah Vilcassim as marketing director

She will lead consumer and customer marketing across the Bacardi portfolio

She will be based out of the company’s Gurugram head office and report to Sanjit Randhawa, managing director, Bacardi India

Mullen Lintas bags MFine’s creative duties

The agency's mandate will be predominantly to strengthen the brand's position in the market

Mullen Lintas will be tasked to grow loyalty for the brand and build a personal connection with consumers rather than a transactional relationship

Deepika Bhan joins Tata Consumer Products as president, packaged foods

Bhan joins the company from Hindustan Unilever where she was global brand director, haircare for South Asia

She has also worked with PepsiCo and Tata Motors in the past

L&K Saatchi & Saatchi names Namit Prasad as senior vice president, planning

Prasad will report to Snehasis Bose, chief strategy officer, L&K Saatchi & Saatchi

He has had stints in planning across Publicis, Lowe Lintas and Mudra over the past 14 years

Dentsu Webchutney bags digital mandate for Tanishq

The agency aims to chart an aggressive creative growth strategy

The account was won following a multi-agency pitch

#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

Work That Speaks | Top 10 Ads Video Countdown March 2021

View the best Indian brand work from the month. Featuring: Unacademy, Tanishq, Clinic Plus, TrueCaller, Axis Bank, Paytm, Facebook, Dhara, Lays Maxx, OPPO, Vi.

Brand campaigns that deserve to be in the spotlight.


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