Brand Wagon

Avoid me-too strategies to succeed

The thought that social media will allow a brand to directly build a relationship with customers made many marketers queue up for ‘branded content’. The investments in the space grew and with that

The ‘fashionable’ rise of private labels

Within six months of shutting down its fashion portal Abof, Aditya Birla Fashion announced plans to relaunch Abof as a private label, which market experts state is a way to have better control over ma

Media’s newfound identity crisis

‘Media frenzy’ has taken on a new meaning these days, with the frenzy not only being about what is hot in the news but also about how the industry courts its flame — the audience.

‘CMOs have a tough job today’

I would say that digital is changing the pathway to the customer and it is reducing the friction for the customer. And in certain cases, it is even creating new business models.

Take 5 with Mahuya Chaturvedi

Anything that I eat at home after returning from work at 11pm while watching Netflix or Amazon Prime Video, tastes wonderful!

Review corner: Wedding jitters?

In the absence of a storyline, Big Bazaar’s new TVC looks more of a colourful montage of wedding festivities.

When the arches point to McDonald’s

The iconic McDonald’s arches are finally making a different impact. Follow the Arches sees the curves of the ‘M’ being deconstructed and becoming directional billboards, thus driving traffic to

Amazon gets bullish on France, offers 2k jobs

After settling a long-running tax dispute (running into 200 million euros) with French tax authorities in February this year, the online retail giant is keen to offer 2,000 jobs in the country.

Twitter says #HereWeAre

Twitter kicked off the celebrations for International Women’s Day with its first-ever TV spot titled #HereWeAre during the Oscars this year with the intention to highlight the voices of women.

Reaching new customers remains marketers’ top challenge

The 2018 Salmat Marketing Report suggests that for most Australian marketers, reaching new customers remains the top challenge (40%) just like last year, followed by lack of budget (38%) and creating

Drone is the star in Kohl’s’ commercial

It is not easy for a department store to stand out from the clutter and still advertise its wares without being boring. But Kohl’s’ new ad is not only innovative, it also turns the 30-second comme

‘I love to spend time looking at the competition’

Being in the airline business, it is important that I like to travel and I genuinely do! One of the reasons I enjoy it so much is that I invariably have a great team of people that I work with.

Leaving on a jet plane

Consumers today use a mix of online and offline research while booking their sojourns, thereby forcing travel companies to innovate if they are to stay ahead of the curve.

Evolution of the Indian traveller

Until about two decades ago, a typical Indian traveller would primarily visit pilgrimage destinations, and the only sources for travel planning were references from friends and family, travel magazine

Doordarshan: A struggle for relevance

Once the sole television channel, Doordarshan (DD) has lost its charm. Industry believes good quality content and effective marketing could be the growth drivers.

DOOH-ing it right

As the usage of everything digital sees an upsurge, why should the out-of-home medium stay behind? A take on how digital OOH will replace static billboards.

‘We lost a lot of time & opportunities’: Manish Sharma, President & CEO, Panasonic India

Panasonic, a household name in India long ago, had been noticeably missing in action for a good portion of time.

‘Goa is my favourite hangout place’: Uday Sodhi, EVP and Head — Digital Business, Sony Pictures Networks India

I walk in and out of lots of self-help and motivational reading — anything I can lay my hand on, he says

Overdosing on the ‘Alia’ factor

Standard Electricals’ new ad tries too hard to cash in on actor Alia Bhatt’s quirkiness. And well, her name, too. Does it work?

Airbnb goes hotel-hunting

With an aim to overhaul its business and become a full-service travel-booking company, Airbnb has added new housing categories. The start-up is expanding the number of hotels on its platform in a bid

Facebook blocks crypto-related advertisements

The rising popularity of alternate currency has made much news recently.

IPG and Nielsen join hands

Interpublic Group’s media management and data firm, IPG Mediabrands, has entered into a data and technology agreement with Nielsen.

P&G to continue trimming marketing spends, globally

Over the past three fiscal years, P&G has made over $750 million savings in agency spends and has already slashed the number of agencies it worked with globally from around 6,000 to 2,500. But the

When KFC gave a cheeky FCK

KFC running out of its fried chicken is a serious issue but trust ad agency Mother London to give it a different spin.

‘I drive a Volvo V40’, Upasana Taku, co-founder, MobiKwik

Indian consumers are rapidly adopting digital payments across the country, she says.

Around the World

Roger Federer, who first partnered with Mercedes-Benz in 2008, has signed a multi-year extension of his deal with the German car giant worth an annual $5 million.

‘I hate constant context switching’: Ashish Goel, CEO & Co-Founder, Urban Ladder

Over the weekends, I prefer taking longer runs in Cubbon park and enjoying a leisurely breakfast at Taaza Thindi, Jayanagar. I also like going for a long drive (outside Bengaluru).

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