Brand Wagon

Online’s offline overture

E-commerce companies take omni channel route to boost sales; open brick-and-mortar stores to engage directly with customers

Online’s offline overture

India market is good at balancing rigour and magic: Lindsay Pattison, Global CEO, Maxus

It was around mid-October when Dominic Proctor, the global president of GroupM, the holding company for all the media agencies of marketing communications conglomerate WPP, announced that Lindsay Patt

India market is good at balancing rigour and magic: Lindsay Pattison, Global CEO, Maxus

Bits by Bits

Hero MotoCorp ropes in Tiger Woods as global brand ambassador

Bits by Bits

Old stories, new lessons

With new films unable to hold viewers’ interest movie channels are falling back upon old flicks. Regional cinema could hold the key to bringing back the audiences

Old stories, new lessons

Creating new value for clients is my high: V Balakrishnan

V Balakrishnan EGM  Marketing,  Konica Minolta Business Solutions India 1. The job: Twenty days on the road, a new city every day, new customers, new challenges, new exhibitions and events. An exhil

Creating new value for clients is my high: V Balakrishnan

Home Truths

Rusks are at the bottom of the biscuits category but with this campaign, Britannia has brought them into a new trajectory

Home Truths

The clothes line

Higher margins and the ability to build a loyal customer base has seen online apparel emerge as one of the most important segments in the e-commerce sector. Even as they continue to sell branded appar

The clothes line

Vanity fair

BrandWagon checks out some of the big online fashion stores that are getting the eyeballs and the moolah

Vanity fair

Treading with Caution

A private label placed along with the established brands in the same marketplace enables the e-tailer to leverage the adjacent brand for value with discerning buyers who are seeking products at a re

Treading with Caution

Mind Games

Nielsen flags off neuroscience lab in India; plans to measure brainwaves to guage consumer response

Mind Games

“My best friend is an organiser”

It is cliched but it’s true—when you truly love your job you don’t have to work a single day of your life!

“My best friend is an organiser”

Kids’ stuff

With the target customer anyone who feels young , the Paper Boat film tugs at everyone’s heartstrings, taking them back to childhood

Kids’ stuff

“Social media is an animal you cannot control”

Dentsu Aegis Network (DAN), is striving to become one of the top three agencies in India in the next three years

“Social media is an animal you cannot control”

Future of mobile marketing is augmented reality

There are tons of apps featuring augmented reality, available for everything from gaming to driving to furniture arrangement

Future of mobile marketing is augmented reality

The number game

Brands are listening in to consumer coversations on social media to get crucial insights on what they want and are tweaking their marketing strategies accordingly. And it is yielding results

The number game

The default man: Abhijit Avasthi, Ogilvy & Mather

Avasthi last month resigned as the national creative director at O& M, and is now planning to launch his own venture.

The default man: Abhijit Avasthi, Ogilvy & Mather

Fight for eyeballs

With the young urban Indian hooked onto online videos, television is scrambling to keep its flock together. From catch-up programmes for loyal viewers to add-on digital videos to channel apps and crea

Fight for eyeballs

I expect to see more acquisitions in the next 2-3 years: Saurabh Bhatia, Vdopia

The rumour mills have been abuzz with reports of Yahoo! Inc acquiring BrightRoll, a programmatic buying and selling platform for mobile video advertising, for $700 million.

I expect to see more acquisitions in the next 2-3 years: Saurabh Bhatia, Vdopia

Trash it!

Fastrack takes a cue from Modi’s Swachh Bharat Abhiyaan to connect with the youth in its latest ad...

Trash it!

Over a time the brand tends to grow on you: Shashank Surana, DS Group

After hours with Shashank Surana, Sr GM- New Product Development, DS Group.

Over a time the brand tends to grow on you: Shashank Surana, DS Group

Beacon of Hope

Beacons micro-location technology can identify a person’s presence using low powered Bluetooth emitters. Already brands such as Apple, Starbucks and Macys are using it to revolutionise in-store expe

Beacon of Hope

Online sales: Bouquets …

78% consumers checked reviews of e-commerce websites before shopping online this festive season 39% consumers preferred Flipkart for shopping this Diwali Flipkart & Snapdeal controlled major mar

Online sales: Bouquets …

Home and away

Yatra nudges all those unwilling to burn a hole in their pocket to check out the discounts at its website with its new tongue-in-cheek campaign

Home and away

“Building a company is all about the collective”

1The job: “Do what you love” they say. And that is what has happened with me. I don’t feel like I am doing a job per se—I enjoy running a successful internet company and the constant i

“Building a company is all about the collective”

“We can serve ads on the mobile in real time that corresponds to the TV commercial”

All advertising in the future will go digital, and all digital buying will be programmatic, saysXaxis global...

“We can serve ads on the mobile in real time that corresponds to the TV commercial”

The Digital Content Conundrum

The ability to create new video content is singularly dependent on the ability to inexpensively distribute it and effectively monetize it

The Digital Content Conundrum

Big play in online video space

It’s not just content owners and creators who are walking the digital path. Brands too are finding the online video space convincing enough for a big play

Big play in online video space
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