Page 2 - Ambi Parameswaran

Better nutrition labelling on packaged foods: Are large fonts enough?

Changing consumer behaviour takes a lot more than that

Book Review: Some lessons in fighting brand crises from the marketplace

In their book 'Managing Brand Transgressions: 8 Principles to Transform Your Brand', S P Jain and S S Jain attempt to draw the right lessons that are to be learnt from brand challenges

Content marketing before its time

The customer's decision journey is becoming more complex, requiring brands to create a constant stream of content to engage with their audience

Will rural consumers roar?

There are many changes happening that should help big FMCG brands reach rural consumers

Small (car) is beautiful

If you look at the sales numbers of various models, they tell an interesting story

Embedding AI in strategy

Gathering data, analysing it, using it to sell products or getting more attention is something that made digital native companies successful

Back to office, everyone

It seemed like yesterday when all IT majors were singing the praises of the #WorkFromHome practice. There were even reports that said many companies were planning on moving to #WFH permanently

Neuromarketing may pivot again

Marketers found the EEG technology useful to map the brain activity of a consumer when they are in the process of receiving marketing messages, pack designs, advertising etc

Growing better crops

The adoption of hybrid seeds by Indian farmers was not an accident, but it was through the application of a well-designed consumer strategy

India's ad to GDP: Stuck at 0.4%

Why is the ratio low? What could be the underlying causes?

Changing saving habits

Those were the days of the Harshad Mehta scam. IPOs were oversubscribed by a large margin and getting allotment was like winning a lottery

Cashing in on a new addiction: mobile games

Creating an engaging game is difficult. But more difficult is to get consumer to download the app & engage with it. In this re­gard, the gaming firms in India have done the impossible in short period

Big brand theories from India

Booming Brands is one of those rare books that leave you inspired to start your own journey, or apply some of the lessons to your business

Moviegoers are back

Filmmakers will have to invest in understanding the changing tastes of moviegoers, in multiplexes and single screens, in order to improve their chances of success

The role of sugar substitutes

The brand that managed to crack the sugar substitute market in India is Sugar Free from Zydus Wellness

Using symbols to build brands

Sengol became one of the most recognised Tamil words in India last month. Marketers can still only dream of such ubiquity for the symbols they lovingly create

Nutritional labelling: Don't scare, but sensitise

How do you then bring about better nutrition consciousness in a society that is quite apathetic to excess consumption of salt, sugar and fats?

Pricing weapon in FMCG marketing

Consumers know that they can trade down to a lower priced product, and they do that when in a pinch

The webrooming phenomenon: Research online, purchase offline

Webrooming theory states that some consumers do their research online but then end up purchasing the product offline, in a physical retail store

Influencer marketing gets a new leash

What we are seeing work best are messages woven into the influencer's discourse. But that is also the problem regulators are trying to fix