Brand Wagon

Telecom and OTT: streaming together

Gone are the days when telecom service providers used to sell themselves on the premise of providing lifetime validity. Now, Vodafone and Airtel ads talk about free Amazon Prime memberships while Jio

Retail: The ‘organic’ gold rush

In the absence of labelling laws, it is difficult to ascertain if products are purely organic. It then becomes more of a positioning platform to market natural skincare products.

How HP’s Print Befikar, SugarFree’s latest TVC and Parle 20-20’s latest ads fare

HP Inc India’s Print Befikar ad for the Ink Tank printer conceptualised by BBDO presents a situation most working parents will relate to.

Viral content doesn’t mean scandalous content, says president of Dailyhunt

As news aggregator Dailyhunt looks towards its big shift to video, the company wishes to be a one-stop shop for regional content needs.

The rural India scope – Evolving consumption patterns will result in new age channels

Scanning through the performance of successful mass marketers in India, the common trait is that they have capitalised on the rural opportunity exceedingly well. As per market research reports, rural

Coming soon: Reliance Jio’s broadband onslaught

After storming through the airwaves with its 4G and other cellular services, Reliance Jio has its sights set on the fixed-line broadband, cable and satellite (C&S) ecosystem, with JioGigaFiber.

Health versus taste: What’s ‘baking’?

Fitness freak Virat Kohli’s recent gorging on a pack on chips for a TV ad drew everyone’s attention. It was an interesting pitch by Too Yumm! — the latest entrant in the baked savoury category f

Hyundai: In revamp mode – Plans to launch 8 new products

The four-month-long campaign focusses on connecting emotionally with consumers as it culminates with the launch of a new family car scheduled to launch in October.

Discovery happens through content, not marketing: CEO of Applause Entertainment

Aditya Birla Group chairman Kumar Mangalam Birla’s content studio Applause Entertainment roped in Sameer Nair as CEO last August to create content for digital platforms like Netflix and Amazon.

E-Commerce: Online shopping’s ‘package’ deal

A higher reach and fast delivery have emerged as sweet spots for 3PLs. But with e-tail players strengthening their own delivery capabilities, how will the market play out?

Blogger’s Park; Animatedly speaking, we are growing

The Indian animation industry is finally coming of age but there is still a long way to go.

Review Corner

The first-ever communication piece by the Swedish furniture brand in India, conceptualised by Dentsu Impact, showcases its catalogue rather well.

Traditional broadcasters are best placed on OTT, says CEO of ZEE5 – India

Zee Entertainment Enterprises (ZEEL) recently rolled out its freemium over-the-top (OTT) platform ZEE5 and appointed Tarun Katial as its India CEO. He talks to Anirban Roy Choudhury about the OTT spac

A bowlful of health

Urban India is getting more health conscious by the day. To cater to this lot, consider how both Nestlé and HUL have, in the recent past, made their intentions clear on serving up healthier breakfast

How Mondelez is crafting its story in India, 70 years after

The multinational confectionery, food and beverage company, which has recently completed 70 years of existence in India, believes that the brand has grown with the country’s economy.

Interview: There is a lot of confidence in digital, says MD of Essence India

Global data and measurement-driven digital agency Essence has expanded into a full-service integrated agency.

After Hours: Roland Folger, CEO, Mercedes-Benz

I was born and brought up in Stuttgart so the love and passion for cars comes naturally to me, he said.

Social commerce: The next revolution in retail

Social commerce is helping small businesses to grow as they capture online shoppers.

Mobile Gaming: Playing on the go

The rise of smartphones and affordable mobile data plans have come in as boosters for the mobile gaming industry. But monetisation is still a challenge

Fashion Retail Baggit: Retelling the story

The homegrown bags and accessories brand has unleashed a two-year marketing plan in order to revamp and be more relevant

The duopoly of digital giants: CEO of Vice India

With more audiences now online, brands as well as media and publishing houses need to think about audience-first content strategies created by their audience

Facebook Creative Shop isn’t here to replace agencies, says Rafael Guida of the social media giant

Creative Shop is not a revenue generator; it actually costs Facebook money to run that department. Facebook’s revenues happen by selling media.

Reaching India’s digital heartland

Indian language internet users are expected to reach 536 mn in 2021 and regional content creators are taking note.

Bata: Spring in its step

Will the shoemaker’s recent revamp in India succeed in hitting the right notes?

India’s truck drivers are burning out

A month-long research, covering over 1,000 truckers, was done by Kantar IMRB and Castrol India.

Indulgence is Bengali food

If not in this profession, I would have been...Working in Sotheby’s or Christie's as head of Indian art and antiquities.

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