Page 3 - Sandeep Goyal

Why India's Olympic stars fail to dazzle on brand endorsement pitch

Recognition and recall are the essential qualifications of fame, hence the basics for any celebrity endorsement. Most Olympic medallists actually fail that basic but essential test itself

Must-watch Olympic movies

The picks are more recent, not the usual age-old favourites that get counted every time the theme is the Olympics

Congratulations! Twitter just turned 18

While much has changed at Twitter over the years, including its name, and it has lost advertisers under Mr Musk, the big cake at its 18th birthday celebrations is well-deserved

Does sadfishing really work?

Negativity, tension, and conflict are becoming popular strategies for boosting a brand's value, despite the emotional manipulation involved

It can happen in Japan only

In a world where urban development often trumps aesthetics, the voluntary demolition of a building in Tokyo to preserve a cherished view sets a rare precedent

10 past 10, 8:20 or 9:41?

The 10:10 configuration adopted by the watch industry seems to have learnt its biggest lesson on consumer delight from the FFA

Diljit Dosanjh: India's Taylor Swift?

Data on India's celebrity private jet emissions is sparse, yet the nation is beginning to climb the carbon nasties list

Soon, a Japanese Empress?

Amid shirking male heirs, Japanese are opening up to the idea of a reigning Empress. Yet change may be decades away

D&I in Indian advertising

Does your brand communication reflect the diversity of the people in your markets?

Patanjali, misleading ads, and art of puffery: When brands take it too far

The Supreme Court has come down heavily on Patanjali Ayurved. Advertising, however, is full of examples where brands have taken it too far

Cheering Mandanna & Mandhana

Authentic people are those who stay true to themselves, their values, and their beliefs

A Barbie for Queen Camilla

The mini-me was a tribute to Queen Camilla's role as president of the WOW festival, an initiative that champions girls' education and future opportunities

Do celebrities make good politicians?

The trend of celebrities joining politics in India first began in the 1960s, when thespian Prithviraj Kapoor was nominated to the Rajya Sabha

Turning marketing upside down

From immersive Netflix experience to innovative paint jobs, advertising is changing fast in the digital age

Are virtual influencers impactful?

Meticulously crafted computer-generated characters, with personalities and backstories are amassing millions of followers, becoming brand ambassadors for MNCs like KFC, Puma, and more

Butter chicken or bitter chicken?

Neither the Gujrals nor the Jaggis can claim the invention of India's most-loved dish. The genesis may go to canny cooks in the Mughal era

Typography: Graphic, Gothic or glam?

In 2024, lettering is set to take a bold leap, blending tradition with innovation and creative freedom

Live the moment, maximise it

For a mindful approach to 2024, the Japanese concept of ichi-go ichi-e offers enlightening insights

Are regulators finally waking up to surrogates?

After a prolonged wait, ASCI has taken action to regulate surrogate ads, but it may be insufficient to rein in a complex advertising ecosystem

The two incredible comebacks of 2023

Shah Rukh Khan redefined action while Virat Kohli showcased unmatched cricket prowess