The concept and understanding of consumer engagement is no longer what it used to be. In fact, the traditional form of engagement, that decades ago turned digital, is now obsolete. With over five billion people active on social media, and the average Indian user spending nearly 190 minutes per day online, 96% of global businesses…
The virtue economy has completely burst [in the US]. Many companies are cutting their diversity, equity and inclusion (DEI) programmes, environmental, social and government (ESG) funding in the US has fallen, and companies are being quieter about politics. The disappearance of the virtue-industrial complex comes with a human and financial cost. At the same time,…
In my career, one of the most successful advertising campaigns I was part of was the âdishum dishumâ campaign for Pepsodent toothpaste. I remember the various stages of developing that campaign. For several years, the key thought that drove Pepsodentâs advertising campaigns was that they should always have some new news about the brand. So,…
In India, colour is more than design. Itâs emotion, tradition and meaning. While the perfect shade can elevate a brand, the wrong choice can alienate customers or tarnish trust. I saw first-hand how a misplaced colour decision could risk a brandâs reputation and sales. Branding isnât just about aesthetics; itâs about understanding and respecting the…
From Mumbai to Milan to Milwaukee, if I were to pick one term that has generated most interest in business meetings and boardrooms over the last couple of years, then it undoubtedly has to be artificial intelligence (AI)âand for good reason. Across all sectorsâfrom healthcare and education to commerce and manufacturingâAI and Generative AI are…
What had started as a marketing tactic to lure more audiences to cinemas is now turning into a nightmare for several film producers, studios and actors. Many members of the entertainment industry are calling out the trend of having to pay trade analysts, influencers and even members belonging to specific news outlets for favourable reviews…
New Delhi: Just like movie theatres where big star films with aggressive marketing are complemented by a bunch of small and mid-budget movies that break out thanks to word-of-mouth and targeted promotions, streaming platforms are also seeing non-star titles and low-budget shows that arenât really marketed with too much fanfare, find their own audience. The…
