Brand Wagon

How well does riding on popular culture work for brands?

Over the past decade, brands have begun embracing cultural fads en masse on their social media channels to stay relevant.

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Cinema is still the cheapest form of paid entertainment: Javier Sotomayor, MD, Cinepolis Asia and Middle East

Javier Sotomayor talks to Sonam Saini about entering the hinterlands, rising ticket prices, and the threat from OTT players.

Love the dynamic of smartphone industry: Prashanth Mani, country head, Lenovo’s mobile business group and MD, Motorola Mobility

The Job I love how dynamic the smartphone industry is and that there’s something new to learn every single day — be it with respect to business or product innovation or the waves of changes in ret

Are advertisement agencies inept at attracting good copywriters

It’s not that the world is suddenly and cruelly bereft of writers, but let’s be honest: there aren’t too many of them coming to advertising.

In The News

Viacom18 Digital Ventures, Viacom18 Media’s digital arm, has launched Voot Kids, a kids’ entertainment and learning OTT application.

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How brands are tapping regional celebrities to go hyperlocal

Brands tap regional celebrities to go hyperlocal. Does it translate into higher ROI?

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Will Sony SAB’s rebranding efforts pay off?

Originally a comedy channel, launched by the Sri Adhikari Brothers Group in 1999, SAB has undergone several makeovers post its acquisition by Sony Pictures Networks India in 2005

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We have entered India at the right time: Amarjit Batra, MD India, Spotify

The first one was a launch campaign for the Indian market, which is the 79th for Spotify.

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Here’s how digital emergence affects advertisers

On the supply side, digital has democratised the power to create and share content.

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My role gives me endless opportunities to create wonderful fashion: Tanvi Malik, Co-founder, Faballey &Indya

The life of an entrepreneur has actually a lot to do with physical and mental energy, since you can never really switch off.

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Novel tea: Beyond the humble chai

Therefore, creating touchpoints where consumers can taste the teas before making a purchase is high on their agenda.

From books to movies, MIRUM India co-founder Mihir Karkare reveals his favourites

"Azim Premji, is a hugely inspirational figure in so many ways — from a business standpoint, obviously, but also philanthropy and other aspects," says Mihir Karkare

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The medium and message are no longer different: MA Parthasarathy, CEO, Mindshare, South Asia

The challenge in leading this agency is in maintaining the momentum. Since we have clients in every conceivable category, there are some clients we cannot pitch to, because of our existing relationshi

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Reading customers’ minds: Immense opportunity in predictive analytics for marketers

As more customers shop from their phones, mobile predictive analytics will become increasingly important. Yes, mobile-focussed companies can use predictive analytics in ways similar to Netflix and Ama

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Vegan foods finding their way onto retail shelves despite infrastructural challenges

Most of these vegan brands are present mainly in the metro cities. For instance, vegan cheese brand Cowvathi is available only in Mumbai, and Goodmylk, the vegan milk brand, in Bengaluru. Only a few b

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Traditional ayurvedic neem soap brands turn over new leaf to enhance appeal

Hindustan Unilever’s Hamam, Jyothi Labs’ Margo, Wipro’s Chandrika soaps and Cholayil’s Medimix have been trying to up their game by adopting brand purpose, brand ambassadors and, in some case

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Future of music television: Where does TV feature among music apps?

Facebook and Instagram, too, have become popular hangouts amongst youth for sharing their music and playlists, and engage with their favourite artistes.

Listening to the latest Bollywood songs ranks as the first preference amongst music listeners.

Discovery aims to launch its D2C platform in India next year

Investing in content is the key priority for us, and regionalisation will happen through our language initiatives

Megha Tata, MD, South Asia, Discovery Communications India (Image: Pradip Das)

After Hours: Gurmeet Singh, CMD, Johnson Controls-Hitachi Air Conditioning India

I see a lot of my team members putting in long work hours, especially the sales and service, field accounts and logistics teams, said Singh.

Gurmeet Singh, CMD, Johnson Controls-Hitachi Air Conditioning India

Maruti Suzuki India’s sales of automatics grew at 58% CAGR since 2014: Shashank Srivastava | Interview

Simply put, affordability and awareness are key factors to increase the penetration of automatic gearbox cars, says Shashank Srivastava, executive director, Marketing & Sales, Maruti Suzuki India.

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New Ford Figo car review: The one to pick if you enjoy driving

The Ford Figo offers agile and responsive steering, and stable and predictable handling. The diesel is a rocket on four wheels

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From Swiggy to Coca-Cola — these ads are creating a buzz this World Cup season

From Swiggy ‘uncle’ to Uber driver Virat Kohli to Coca Cola's 12th Man, these ads have found a way to create a buzz this World Cup season

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Sports nutrition gathering steam in wake of fitness apps and bands

Mintel Global data suggests a 65% growth in sports nutrition product launches in India in 2018, compared to the 2015-2017 period

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Washing machines is our fastest growing segment: Vijay Mansukhani, MD, Mirc Electronics

The market is gradually shifting to the bottom of the pyramid. Economies of scale will come from this segment. But we will enter the smaller markets only after establishing a strong after-sales ser

Rampant behavioural data collection by corporations puts consumers in peril

The rampant behavioural data collection by corporations puts consumers in peril

An interaction with Priyanka Gill, founder and CEO, Luxeva

Priyanka Gill, founder and CEO, Luxeva, says that she is a huge fan of The West Wing and watches it pretty much every year.

Budget 2019: Will government reduce your tax burden?

Union Budget 2019 India: While the tax rate for lower income bracket has been reduced, the top tax rate of 30% kicks in too early

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