It’s been over a year of immense uncertainty due to the pandemic, leading to political unrest, social discord and severe climate events. These uncertain times and the pandemic have made brands think beyond their selling proposition, adding cause to their campaigns. Supporting a cause has not only become a strategy to optimise brand image, but […]
The theory of evolution applies as much to marketing as any other industry. The rules and tools of marketing have been evolving with new technologies and trends. Since the advent of the digital age, traditional marketing has branched out into specialised subsets such as integrated, content, digital, video and many more. Among these, influencer marketing […]
If you have driven from Delhi to Meerut you cannot miss the Jain Shikanji stalls that line the streets as you cross Modinagar. What makes me chuckle every time is that some of them claim to be the ‘original’ Jain Shikanji waala that Meerut is famous for, an attempt to beat the competition with reinforced […]
In a world with increasing choice and supply, where must a marketer focus time and resources to engage audience and grow the brand most effectively? Given the modern marketing repertoire, the marketer has more options to reach the consumer than ever before. And yet, it has never been more difficult to get the attention of […]
Social media has evolved over the years from direct electronic information exchange to virtual gathering spaace, from a retail platform to a vital 21st-century marketing tool and it continues to mature. Today, it has become an integral part of our lives as it allows us to interact in ways we could never imagine. For brands […]
The journey of each decade begins in its past, so let us dial back a little. The 1980’s was the decade of print, OOH media and TV, of Humara Bajaj, Mile Sur Mera Tumhara, and Onida’s green horned devil. Come 1990’s and the story changed – Internet floodgates were opened and email marketing saw light of the […]
When MTV went live in 1981, the first music video to be played at 12.01 am was ‘Video killed the radio star’. The song has been an emblem of sorts since then, reflecting how one technological change renders the preceding one irrelevant. But come 2020 and it seems the tech story may not be that […]
What happens if you ill-time an ad? What happens if you create an ad with a social message but can’t stand by it? What happens if you do this once, and then do it all over again within the month? On the other hand, what happens when your brand is on a downslide but you […]
