Arundhuti Dasgupta
 "Arundhuti Dasgupta")
Arundhuti Dasgupta
Arundhuti Dasgupta is a journalist and author who writes on a wide range of topics. She has worked with leading financial dailies; her longest tenure was with Business Standard where she wrote a column on business, myth and culture, and led a publishing programme for Business Standard Books. She is currently freelancing as a writer, teaches comparative mythology and is building an online archive of myths, folklore and legends. She is also co-founder of The Mythology Project, a centre for the study of mythology, legends and folklore. She has a Master’s degree in Economics from Delhi School of Economics.
Arundhuti Dasgupta is a journalist and author who writes on a wide range of topics. She has worked with leading financial dailies; her longest tenure was with Business Standard where she wrote a column on business, myth and culture, and led a publishing programme for Business Standard Books. She is currently freelancing as a writer, teaches comparative mythology and is building an online archive of myths, folklore and legends. She is also co-founder of The Mythology Project, a centre for the study of mythology, legends and folklore. She has a Master’s degree in Economics from Delhi School of Economics.
Page 3 - Arundhuti Dasgupta
The avatar benders
Avatar's malleability of spirit and usage is quite remarkable, given its divine connections and usage within the Indian religious and mythological framework
RWAs: The powerful new link in the supply chain during the pandemic
The pandemic has changed the way we shop and consume, resulting in new power centres
 "RWAs: The powerful new link in the supply chain during the pandemic")
Brands try to understand cost-conscious consumer, evaluate purchase pattern
Value packs, local roots, budget labels mark the new shopping trail as consumers emerge from a series of lockdowns
 "Brands try to understand cost-conscious consumer, evaluate purchase pattern")
Accelerating digital engagement, brands practice the art of being social
With brand-customer engagements restricted to an online-only universe, advertisers look at ways to wield the double-edged digital sword
 "Accelerating digital engagement, brands practice the art of being social")
Plagues, disasters and heroes
Why turn to a hero, not a god? Joseph Campbell has said a hero scores over a god when it comes to resolving the problems of the here and now because "a hero's sphere of action is not the transcendent"
 "Plagues, disasters and heroes")
How lockdown in pushing brands to redraw the customer engagement maps
On-demand consumption of online videos with increased watch-time is changing the way brands interact with customers, but do they really know their audience?
 "How lockdown in pushing brands to redraw the customer engagement maps")
Covid-19: Quirky campaigns to bring lasting change in people's behaviour
How can governments and health agencies drive lasting lifestyle changes to combat Covid-19?
 "Covid-19: Quirky campaigns to bring lasting change in people's behaviour")
Recovery for brands look difficult as anxious consumers maintain distance
India among the top 3 nervous nations in the world; consumers expect long-term spending to be hit, want brands to spread optimism and cheer: Kantar
 "Recovery for brands look difficult as anxious consumers maintain distance")
How Mumbai, the city that never sleeps, has been rendered somnolent
Neither rain nor riot, not even a terror attack such as the one on 26/11 or the 12 bomb blasts that ripped through it in 1993, have managed to clamp the city down. But this time the city has curled up
 "How Mumbai, the city that never sleeps, has been rendered somnolent")
Kohli leads endorsement pack, while cricket dominates sponsorship track
The big thrust for the sport in 2019 came from franchise cricket, specifically the IPL that saw a 15 per cent increase in its valuation
 "Kohli leads endorsement pack, while cricket dominates sponsorship track")
Trailing an epidemic
In the Indonesian island of Sulawesi (Celebes), the outbreak of misfortune or an epidemic was blamed on unseen devils
Battling gender bias: Diageo, MG Motor rework ad norms to break stereotypes
At MG Motor, the company is working with select panchayat committees to encourage more women graduates to join the auto industry and to ensure a better diversity mix at its showrooms
 "Battling gender bias: Diageo, MG Motor rework ad norms to break stereotypes")
Young and angry
The most tyrannical among rulers is considered to be Roman emperor Caligula. A historical figure, he fits the mythical archetype of arrogant and cruel rulers whose end is foretold by their actions
 "Young and angry")
Bringing power to heel
Pride and arrogance are the fatal fault lines that destroy power, flaws that mortals must watch out for
Tied to a nation state
To believe that one language unifies all would mean that many languages divide the people. However, to cast language in this role seems antithetical to its original intent
Book review: Facets of religious tolerance ignored by identity-led discord
Arvind Sharma peels off the complex nature of religious tolerance and burrows into areas that often get overlooked when examined through a political or identity-led discourse, says Arundhuti Dasgupta
 "Book review: Facets of religious tolerance ignored by identity-led discord")
The art of the con
The road to survival in the ancient world was often paved with bluff and deceit. The cons pulled were largely harmless and the subtext was: to survive, man had to trick the gods
 "The art of the con")
Priyanka Chopra-Jonas on business, Bumble and not caring for online trolls
How did a girl from the East find her groove in the West, or perhaps more appropriately, manage to keep her feet in both?
 "Priyanka Chopra-Jonas on business, Bumble and not caring for online trolls")
It's been 40 years of Motley, a group that shaped theatre in the country
Motley has been a considerable influence on contemporary Indian theatre over the years
 "It's been 40 years of Motley, a group that shaped theatre in the country")
HSBC, Stanchart, Citi top charts in customer experience: Kantar report
Kantar today throws up interesting insights and also reflects the huge gap between reality and perception that exists in the sector
 "HSBC, Stanchart, Citi top charts in customer experience: Kantar report")
