Brand Wagon

Ad-dendum by Mukul Shrivastava: Is your brand out-of-home?

Incorrect and unethical practices in the M&E industry have resulted in inflated costs and caused significant loss of profits as well

Ad-dendum by Mukul Shrivastava: Is your brand out-of-home?

Face Off: ‘On digital, count on younger demographic’

Our primary goal is to entertain and put content that equally attracts the head and the heart. we want to do stuff which is very real and contextual. This could be fiction or reality, says B Saikumar,

Industry News

After Hours: I track nearly 1,400 metrics a day, says Sandeep Aggarwal, Droom

I enjoy thinking about how we can innovate in our business to make the buyer’s or seller’s experience even better. Coming up with challenging goals is a part...

Industry News

Generating conversations

While the digital campaign may have got over 14 million hits, it fails to answer basic questions

Generating conversations

No more kidding around

Kids programming on TV has witnessed an increase in viewership, entry of new players, growth in local content and improved ad sentiment. But how profitable is the genre?

No more kidding around

In perspective: No child’s play

MOST advertisements on kids’ channels comprise traditional kid’s brands. But there are changes happening in this landscape with non-traditional brands approaching them to tap the potential that ki

In perspective: No child’s play

Ad-dendum by Milind Pathak: Mobiles are now a useful business tool for brands

The mobile can combine the old nuts-and-bolts business sensibilities along with the interactivity and connectivity of today. This is what makes it a useful business tool

Ad-dendum by Milind Pathak: Mobiles are now a useful business tool for brands

Face off: Lines between content and ads are blurring, says Anuj Khanna Sohum

The nature of the content within the ad is changing — VALUE ADDED CONTENT AND STORYTELLING FORMATS are now popular. also, the placement of an ad within content in the mobile space is now gaining mo

Face off: Lines between content and ads are blurring, says Anuj Khanna Sohum

Thums Up ad: Old wine, old bottle?

Thums Up’s latest ad has three main elements: Salman Khan, toofani stunts and a big dollop of familiarity

Thums Up ad: Old wine, old bottle?

What extent can marketing help online real estate players

Online real estate players may have mushroomed in India, but to what extent can communication and marketing help the high ticket category?

What extent can marketing help online real estate players

Ad-dendum by Raghuram Devarakonda & Vikram Rao: Reality of dealing with today’s rural consumer

With greater disposable incomes and better net connectivity, today’s rural consumer will no longer settle for sub-standard offerings. Brands must hone their strategies to target this segment

Ad-dendum by Raghuram Devarakonda & Vikram Rao: Reality of dealing with today’s rural consumer

In Perspective: Dwelling on the threshold

At its most fundamental, there are two business models in the online space, or possibly a third — if we consider it as a combination of both of them.

In Perspective: Dwelling on the threshold

Face off: Our focus is now on entry level consumers, says Bhaskar Choudhuri

Global PC giant and smartphone company Lenovo is at the cusp of transformation and the focus now is to translate its brand equity from a product centric to a consumer centric brand.

Face off: Our focus is now on entry level consumers, says Bhaskar Choudhuri

FreeCharge ad: Not enough charge

FreeCharge’s latest ad with its focus on role reversal is not unique and has the potential of being outdone by other players in this segment

FreeCharge ad: Not enough charge

‘I don’t believe in micromanagement’

We have achieved unbelievable things with this brand and this year is going to be even better for us, said Manav Sethi, Group CMO & Head, Digital Strategy, Askme.com

‘I don’t believe in micromanagement’

An open letter to GenNext wanting to enter the Advertising business in 2016

If you are joining or even considering a career in advertising, you are in a much better place than I was when I entered the field. Forget about my parents; even I didn’t have a clue that advertisin

Industry News

Newsmaker 2015: From BARC to Rahul Yadav’s Housing.com

2015 has been a remarkable year for a whole host of reasons. As a flashback exercise, we take a look at some of the top developments that made for eye-catching headlines this year:

rahul yadav News

Digital marketing will reward the adventurous

There is understandable interest and activity in digital marketing and the attention is on the mobile. Marketing conferences are almost exclusively focussed around this medium.

Digital marketing will reward the adventurous

Programmatic space will define 2016

2015 has been eventful for the advertising industry in India on many counts. Keeping this in perspective I would like to call 2015 the year of MCP...

Programmatic space will define 2016

Face off with Michael J Silverstein: Let’s be glad that buyers have short memories

In a chat with BrandWagon’s Meghna Sharma, Silverstein shares his insights on what brands must do to forge an emotional connection with consumers.

Face off with Michael J Silverstein: Let’s be glad that buyers have short memories

Blink and you miss it

KOOVS’ debut TVC takes viewers on a fashion journey across the world, but fails to create an impact

Koovs Ad News

A brand new avatar

How India’s top telecom players are expanding their branded stores’ footprint to create customer stickiness and brand loyalty

Idea airtel News

After hours with OYO Rooms’ CEO Ritesh Agarwal: We strategise at breakfast

After hours with Ritesh Agarwal CEO & founder, OYO Rooms

Oyo rooms, Ritesh Agarwal News

Ad-dendum by Durjoy Patranabish: Analytics can revolutionise the grocery business

Advanced analytics techniques are now a must for all players in the grocery business. They help make shelf/inventory efficient and provide more effective consumer targeted offerings, which lead to bet

Ad-dendum by Durjoy Patranabish: Analytics can revolutionise the grocery business

Are brands’ efforts to refocus on digital advertising paying off?

Brands today are revisiting social media, using newer platforms beyond Twitter and Facebook to tell their story. But are their efforts paying off?

Industry News

In Perspective: Social Media – Dos and Don’ts

For brands which are looking to get onto social channels beyond Twitter and Facebook, a good starting point is to first define their digital role and then look at the specific channels where they woul

In Perspective: Social Media – Dos and Don’ts

Ad-dendum by Sheldon Monteiro: Bridging the marketing and technology gap

With digital mediums becoming more and more intrinsic to marketing, brands today are relying on CMTOs to enhance the consumer experience

Ad-dendum by Sheldon Monteiro: Bridging the marketing and technology gap
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