Page 4 - Ambi Parameswaran

Appointment viewing will live on

Human beings are creatures of habit and appointment (viewing) is a habit that they have perfected over the many millennia they have inhabited this blue dot we call Planet Earth

Markets crowded, but malls empty

From Ranganathan Street in T Nagar, Chennai, to Dadar market in Mumbai, there was frenzied shopping during Diwali. But malls have not had such luck

Rejection? Face, process, learn, reboot

If applied well, this simple four-step formula can help you revive the falling fortunes of any brand

Companionship that comes on four legs

One of the reasons touted for the rise of dog ownership in the US has been the rise of single-person households and aged living as empty nesters. This could also be happening in India

Innovations that create markets

India leapfrogged from manual typewriters to PCs. Are we going to see rural India moving from cycle rickshaws to e-rickshaws?

The theory of the 'timepass' nation

There is such demand for content, even old movies and television shows are being repurposed for the smart phone

The science of ambient marketing

We are seeing the introduction of curated products labelled "home fragrances"

Optimise your LUP strategy

Don't let multi-layer laminate packaging choke up our drainage systems

The rise of the silver generation

Senior citizens are now referred as silver generation in the new marketing lexicon

Influencing the influencer

The game is played better in the developed countries

'Sur-real' estate buyer behaviour

Real estate websites might have decimated the classified ads of newspapers, but they are yet to fully capitalise on the capabilities of data analytics

How podcasts are making smartphones 'smart'

Podcasts are no longer a quaint US phenomenon designed for a nation that spends a lot of time driving around and waiting for traffic signals to change

The digital measurement genie

There is little clarity on the metrics used by digital-first brands

Selling medicines carefully

While DTC advertising is big business in the US, it is yet to gain favour in most parts of world

The disruptive forces of 2016

The year has forced an overhaul within the advertising, marketing and branding community

Book Extract: Mix and match

From pristine pure English to Hindi to Hinglish, the language of Indian advertising is now a mishmash of many languages

Give us this day our daily bread

As controversy plagues foods again, brandification will bridge the trust deficit, critical for stakeholders

Start-ups set to bloom in advertising industry

The ad industry was waiting for the big deluge of new companies, new brands and new campaigns

Two suspensions & sleight of hand

The recent judgement on the IPL has sent two teams packing and set tongues wagging about the future of some of its players and, of course, the game in this format. But it all seems like a storm in a t