Brand Wagon

‘I hate politics at work’

The fashion business is characterised by high variability. Successful fashion brands impart a unique and distinctive viewpoint which is rooted in a strong belief, culture or a key insight.

Can you spot the truth?

As the number of social media platforms sees an upsurge, the incidents of fake news are also growing

LG: still playing the emotional card

LG is focussed on innovative offerings across categories as it completes 21 years in India

Yet another white revolution

The Indian dairy industry is at the tip of another major transformation. In its pursuit to become a developed dairy industry, India is marching towards a value-added dairy products market

The e-grocery boom

As the battle intensifies in the e-grocery space, the Flipkart-Walmart deal could be a new force for the likes of Amazon, Future Group and Bigbasket to reckon with.

Act as a local kirana store

Most customers in India prefer to buy groceries, fruits and vegetables personally from the local market in order to get fresh items at a reasonable price.

Now streaming: the subscription video gamble

With the launch of international OTT players in India, the country has warmed up to the concept of paying for content. But what will it take to sustain the growth?

The rise of content co-creators

Brands that are no longer competing on functional benefits, can look at co-creating their content with millennials and Gen Z.

‘The rate of change needs to pick up’: Tim Castree, Global CEO, Wavemaker

Wavemaker is barely six months-old, the newest company within WPP to grow in what can be described as the post-Sorrell days at the network. Tim Castree of Wavemaker, in his maiden visit to India, talk

‘Indulgence for me is a great Thai meal’: Sukesh Nayak, CCO, Ogilvy India (West)

Ogilvy India (West) CCO Sukesh Nayak in conversation with Shinmin Bali.

An ode to simpler times

Banking on nostalgia in today’s fast paced life, Saregama’s ad for Carvaan is spot on.

Around the world

Omnicom Media Group’s Manning Gottlieb OMD has successfully bagged the media account worth £140 million of the UK govt, post a multi-agency pitch.

‘I need my seven hours of sleep’: Sudip Ghose, CEO, VIP Industries

VIP Industries CEO Sudip Ghose in conversation with Ananya Saha.

‘We want to create endless aisles for shoppers’: Amit Sinha, COO, Paytm Mall

Softbank-backed Paytm Mall is focussing on further strengthening its offline to online (O2O) model to position itself as an omnichannel player in the Indian e-commerce space.

The ‘desi jodi’ for the fashion conscious

V Mart’s new ad featuring actors Bhumi Pednekar and Ayushmann Khurrana succeeds in highlighting its vast fashion collection.

Traditional methods versus technology

The overall size of the taxi market in India is approximately $10 billion and is expected to reach $40 billion by 2030.

‘I hate the word ‘hate’’: Mia Lundström, Creative Director — Life at Home, IKEA

Weekends are made up of long breakfast or brunch sessions, followed by some exercise and swimming.

Riding the corporate route

To counter pop culture aggregators like Ola and Uber, local cab rental companies are going beyond great price deals to keep customers, particularly corporate, from straying.

The action-packed hinterland

With rising competition in the regional GEC space, investment across local content has gone up significantly. How are broadcasters upping their game and how is the programming shaping up?

Roti, Kapda, Makaan…What’s next?

Marketers need to become enablers for new-age consumers who design their lives based on what they love.

Sweet nothings

An improved distribution network and the increasing penetration of domestic and international players are expected to drive the candy market in India further.

Asian children as spenders

Children might not have a lot or any money to spend but that does not prevent them from being consumers.

Poha in China with TATA AIG

TATA AIG opts for the simple treatment of preemptive measures before travelling internationally to call attention to its travel insurance offering.

Creating impact through content

Social media marketing has always been about embracing the future and serving internet users with what serves them the best.

‘The Happiness Hypothesis had a great impact on me’: Ahmed Aftab Naqvi, CEO & Co-founder, Gozoop

It would be unfair if I did not mention The Happiness Hypothesis by Jonathan Haidt, he says.

‘Branded content, the term, is getting a bad reputation’: Hosi Simon, CEO, Vice Asia Pacific

Hosi Simon speaks with BrandWagon’s Shinmin Bali about content creation for the youth, the company’s growth ambition and looking beyond metros.

Brands and endorsers: When the going gets tough

BrandWagon gets two experts to share their thoughts on what happens when endorsers express their views about social issues and the brand suffers a rub-off effect despite not partaking in it.

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