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  • 01-Sep-2014 | Masoom Gupte

    When the medium is the message

    What Kan Khajura Tesan can teach you about content marketing

  • 27-Aug-2014 | Masoom Gupte

    40 Years Ago...and now: Unsmiling Lalita ji to celebrating stains

    Surf started its journey of becoming an iconic brand in the 1970s with a gentle nudge from competition

  • 07-Jul-2014 | Masoom Gupte

    Making downtime count

    During a slowdown, limiting idle time could be a sure-fire way to cut costs. Here's how some smart companies are playing the game

  • 30-Jun-2014 | Masoom Gupte

    Pay and productivity

    At the Goafest 2014, when corporate clients took stage to voice their unfulfilled expectations from their agencies, little did they expect to be at the receiving end with creatives voicing their conce

  • 23-Jun-2014 | Masoom Gupte

    Method in the madness

    Kishore Biyani has been aggressively restructuring Future Group's retail operations over the last year or so, at times giving out mixed signals. Here is the big plan

  • 31-May-2014 | Masoom Gupte & Viveat Susan Pinto

    Creative call to India's past at Goafest

    Speakers at the final day of the annual Goafest advertising festival here urged professionals to turn towards India's spiritual past for creative inspiration

  • 31-May-2014 | Viveat Susan Pinto & Masoom Gupte

    AIR news bulletins on FM soon: Javadekar

    The statement is significant as the auction of 839 FM radio channels in the third phase has been overdue

  • 31-May-2014 | Masoom Gupte & Viveat Susan Pinto

    We are focused on attracting local business: Melanie Varley

    Interview with Chief Strategy Officer, MEC

  • 31-May-2014 | Viveat Susan Pinto & Masoom Gupte

    No yes men please: Advertisers to ad agencies

    What began as an experiment last year is now becoming de rigueur at India's answer to the Cannes festival of creativity, Goafest. Advertisers, for whom ad and media agencies toil day in and day out, are increasingly becoming an important part of the ...

  • 29-May-2014 | Viveat Susan Pinto & Masoom Gupte

    Publishers, brass band find a spot at Goafest

    Fifty-eight winners walked away with trophies on day one of Goafest 2014

  • 28-May-2014 | Masoom Gupte & Viveat Susan Pinto

    Goafest to keep the party alive

    The ninth edition has more awards and seminars to compensate for some big names missing from its roster

  • 19-May-2014 | Masoom Gupte

    Playing CIO to millennials

    Millennials are bringing a new set of expectations into the work place, challenging traditional IT support systems

  • 12-May-2014 | Devina Joshi & Masoom Gupte

    The making of Brand Modi

    Narendra Modi isn't just a political party's prime ministerial candidate. NaMo is a brand that has been carefully built and painstakingly marketed. Here's how

  • 28-Apr-2014 | Ankita Rai & Masoom Gupte

    Fight or play in private label?

    From Flipkart to FabFurnish, most e-commerce companies are nurturing private labels with great gusto. Already, in-house brands account for close to 25 per cent of sales for some top e-tailers. There is mounting evidence that the growth of these ...

  • 21-Apr-2014 | Masoom Gupte

    Fence-sitters to rescue IPL broadcaster

    Brands waiting for tournament's home-leg could improve revenue flow

  • 21-Apr-2014 | Masoom Gupte

    Why packaging is important

    Packaging is possibly the most visible marketing tool. Ironically, only a handful of Indian companies give it due credit

  • 07-Apr-2014 | Masoom Gupte

    Customer-funded, not crowd-funded, is the way to go: John Mullins

    Interview with professor, London Business School

  • 24-Mar-2014 | Masoom Gupte

    When the machines start talking

    Currently, the focus of M2M communication revolves around connectivity, but the next and the more profitable wave will be around applications

  • 17-Mar-2014 | Masoom Gupte

    Fragmented but focused

    The audience consuming television on the mobile may soon be the cream of the pack, the envy of your competition

  • 10-Mar-2014 | Masoom Gupte

    Tea battle turns green

    Tetley and Lipton are making the under-penetrated brew their cuppa tea as they compete neck and neck