Writer’s Alley

Tanishq ad: How did the brand’s latest controversy work in its favour

As per Google Trends, post withdrawal of the ad, Tanishq’s search volume was almost twice as high in the pre-withdrawal period
Even without Tanishq having to justify its choice, it had many fighting for it.

How big data and IoT connection has transformed the automotive industry

Big data analytics has transformed driver experiences by capturing real-time data to improve driver safety, vehicle services and the driving experience as a whole

Left to right: Alex M and Ramesh Ayyakut.

TRP Scam: Why the latest controversy involving certain news channels does not hold merit

Apart from several other actual inaccuracies the premise on which this case has been built is designed more to titillate than inform

If rigging metred homes were as common, it is unlikely that only one channel is indulging in it.

Naresh Gupta on how brands must come together to fight the pandemic

Today, brands have not been able to stand out, largely because their offerings aren’t optimum enough to help them fight the virus

Consumers are uniting; media choices are helping them transition from singularity to collectivism

How AI is transforming the world of digital marketing

With the inclusion of AI in digital marketing arsenal, one can enjoy higher marketing agility, improved cost efficiencies and gain better consumer insights

Creating a customized user experience is at the core of a successful AI implementation

How the pandemic has shaped the future of e-gaming in India

In India, e-gaming is witnessing a surge in domestic and foreign direct investments, attracting more than $450 million from 2014−20 and over 400 active start-ups

E-gaming, Online gaming

Work That Speaks | Top 10 Ads Video Countdown September 2020

View the best Indian brand work from the month featuring: Lux, DailyHunt, Asian Paints, Haldirams, CRED, A23, Rio Pads, Kwality Walls, Dream11, Horlicks

Ad Review, Gokul Krishnamoorthy

How kirana stores can embrace digital to their advantage

E-commerce retailers are essentially reliant on the local kirana shops for clearing the lockdown induced last-mile hurdles

Various companies are extending utility solutions to millions of small shopkeepers and kirana stores by offering them ways to simplify and digitise their daily work

Work That Speaks | Ad Reviews | 28 September to 4 October 2020

Brands that cut through: CEAT, ICICI Lombard, GoDaddy, Vedantu, PharmEasy, Saffolalife , CRED, OYO, Saregama, Lenskart.

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

Why brands seeking relevance must become an integral part of peoples’ lives

Continuous innovation is key to maintaining relevance in a world where consumer expectations continually evolve

Successful businesses have found ways to integrate themselves into daily lives while maintaining relevance and trust

Why Edtech platforms might see a rise in legal responsibilities in the future

Edtech sector may be booming post-COVID but that brings its own set of legal duties for Ed-Tech players.

Education sector in India is highly regulated. Most of these regulations apply to traditional educational institutions providing K-12 or higher education.

Why micro-influencers are emerging as an important marketing strategy for marketers

Micro-influencer led marketing has high potential and has gained prominence in India with the popularity of the new content-sharing digital platforms

The prolific rise of the social media platforms brought along this ability for many content creators or influencers to connect with friends, family, colleagues, and well-wishers.

How regulations can help build a safer ecosystem for influencer marketing

It has been observed that various international influencers have less than 1% audience engagement, although they have a huge fan following

Globally, the influencer marketing industry is expected to reach $10 billion by the end of 2020

How retail is fast tracking to phygital shopping experiences amidst Covid-19

The organized retail sector, which constitutes nearly 15% of the retail sector, incurred losses of about Rs 90,000 crore by May 2020 end

Retailers are facing temporary store closures, furlough of store associates, shift in consumer behaviour and disrupted supply chains

How communication strategies for real estate industry have evolved in the Covid era

The post-pandemic era will be witnessing a shift in the expenditure pattern, consumption, and consumer behavior, especially in the property purchase

The Indian real estate sector has been one of the strongest sectors and has fueled the growth of India’s economy over several years.

What does it take for an Indian company to succeed in the global market

Building quality into products and services to the standard that is required to win in global markets, cannot be achieved with transactional management of quality using proven quality tools

The starting gate for most Indian companies is a price play based on the labor cost advantage in India.

The rise of the direct-to-consumer model

With the prospect of going out now fraught with danger, consumers have switched to online retail platforms like never before

According to data compiled in the first quarter of 2020, e-commerce majors reported a record 230% increase in return-to-origin (RTO) orders

Work That Speaks – Ad Reviews 14 to 20 September 2020

Brands that cut through: Horlicks, Cadbury, A23, Milk Bikis, Dream11, Tata Tiscon, DailyHunt, PhonePe, Wipro, Femina, Sunfeast.

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

How social media marketing and influencer marketing are slowly taking over the marketing space

According to a survey by Mediakix, 17% of companies are to spend over half of their total marketing budget on influencer marketing

According to a research done by Statista, almost half of the world’s population is on social media, with 3.6 billion social media users, and the figures are only rising.

How marketing in real estate has transformed during Covid-19

Digital media has now become the mainstay of real estate marketers

Developers today announce project launches through the company’s Facebook page and hold channel partner meets over video conferencing facilities

How fake followers are fast becoming a social media menace

According to Mumbai Police investigation, there are around 54 companies in India providing approximately 5 lakh fake profiles for at least 176 accounts.

Most social media platforms have protections against impersonation and fake profiles under their Terms of Use and may take action if a profile is not run by an individual itself.

How marketers can forge strong consumer connections during and after Covid

Effective communication with consumers plays a key role in providing a holistic positive experience

During any crisis, dependability and trust are key attributes that should exude from any brand

Work That Speaks – Ad Reviews 7 to 13 September 2020

Brands that cut through: Lux, Netflix, Wakefit, OnePlus, Hamdard Safi, Kia Sonet, Cricket.com, IPL, Star Sports, PepsiCo, Maruti, Spotify.

There are 12 brand campaigns that deserve to be in the spotlight this week.

How to create a powerful brand

A category is the most important aspect of building a powerful brand

The brand that enters into the consumer mind first is considered pioneer


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