Page 3 - Ambi Parameswaran

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

Content marketing post-ChatGPT

Creation of tools like ChatGPT that are powered by AI systems, is set to create new playing field for copywriters. Will we see more brands resorting to ChatGPT and eliminate need for human writers?

Buy a brand or build a brand?

One simple reason why companies acquire brands (and businesses) is because that is an easy way to show growth. But the cost can be huge

Growing importance of employer brands

If you are a company, big or small, you have customers to appeal to. So you build your customer-facing brand

Not-so-hidden persuaders

The whole field of cookie-based marketing and "retargeting" is aimed at persuading you, wherever you may be

Do you know your customer's decision journey?

Often, just a few key activities are all that you need to ensure that your brand does not become a leaky bucket that keeps losing customers at the last stage

Changing how consumers view cooking

During the pandemic, with kids locked up, moms and dads learnt how to cook up new dishes watching shows like the Amul Live Recipe

Branding lessons from IPL teams

If you disregard all the defunct teams, we are left with 10 IPL teams now

Do we know our customers?

What is true for a luxury brand may also be true in a jewellery showroom or a durables showroom

Lifestage marketing & New Year resolutions

It was the banking industry that pioneered the concept of lifestage marketing

How many words can you pack in an ad?

It is said that Japanese television ads pack a lot of words, of­ten in just 15 seconds

Bollywood's reflection of tastes

Have Bollywood movies, in terms of genres, been changing as well? Or is Bollywood still churning out a standardised masala mix product

Rural consumers' brand adoption

The question remains whether rural households that experimented with a packaged branded atta or packaged branded detergent will continue to use the same

Message in a bottle

When Cristiano Ronaldo moved the Coke bottles from the media table, he was changing the nature of the Coke-FIFA Euro 2020 sponsorship contract