Page 5 - Sandeep Goyal

'Moment marketing' with meaning

Social media posts loaded with cheeky messages and clever hashtags achieve really nothing

The growing malaise of juniorisation

If young people are hired to do the job of experienced people, there will be fewer experienced, dependable, talented and resilient teams

Needed: A shoulder to cry on

An ad agency-client relationship is increasingly no longer about client service, but about client servility

Why Gen Z considers the full stop rude

Correctly punctuated messages are being interpreted by younger generations quite differently. The message is all that is relevant to them. Anything additional can change its interpretation

Cancerians lead Indian rich list parade

For the second year running, Cancerians are most successful amongst the Hurun list. Sagittarians are among lukewarm contributors and absence of notable Bollywood and cricket personalities is puzzling

The global brand Bose that isn't Indian

The world's best known "Indian" brand is Bose. But nothing except its Bengali name is really Indian

Plummeting Bollywood, sinking endorsements?

Brand owners are starting to get jittery after a series of flops by Bollywood heavyweights

Designer who survived the atomic bomb

In recent years I was most intrigued and impressed by Homme Plisse Issey Miyake, the lifestyle line for modern men with the intent to liberate the way they dressed

Remembering Hiroshima's floating lanterns

As a self-anointed Nipponophile, I have always admired the Japanese sense of tradition

Why doesn't India have a women's IPL?

The pandemic can only be partly blamed because male cricketers played innumerable matches throughout the year, including the IPL

When is it time to change your celebrity?

When is it time to change your celebrity? When the incumbent is visibly starting to show a downward spiral? Well, that's too simplistic. And obvious

Of surrogates & brand extensions

Can ITC theoretically still sponsor a Wills World Cup today? Not as an extension of the cigarette brand, but ITC could still do it. How?

The Queen: The world's most valuable celebrity brand

The Royal Family as a universal brand is estimated to be worth around £71 billion

London thumakda with desi Michelins

Experimentation and innovation have driven the rise and rise of Indian cuisine

Why no one talks of co-opetition in advertising

Coopetition or co-opetition (sometimes spelled co-opertition) is a neologism coined to describe cooperative competition

An uncertainty tolerance test for brands?

Many brands today are still guessing if the worst is behind us

Cherry blossoms in aamchi Mumbai?

Not many of us would know that Shillong in Meghalaya, every November, hosts the India International Cherry Blossom Festival

Same language subtitling as a driver of literacy

The BIRD initiative aims to ensure daily and lifelong reading practice for a billion people in India, with a strong focus on reaching girls and women

How Airbnb & Etsy became crucibles of humanity

For Airbnb and Etsy.com, the Ukraine conflict has come as completely unexpected brand boosters

Know-it-Allers versus Learn-it-Allers

'Since I am back to running an ad agency full-time after many years, I have witnessed a new breed of clients', says the author