Page 121 - News
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
 "Book Extract: Mix and match")
Prising open a new market
With a new campaign, chip maker Intel focuses on creating awareness about the benefits of computer usage to open up a new market among first-time buyers
 "Prising open a new market")
The media planner is more powerful and influential than ever before: Prasanth Kumar
Interview with CEO, Mindshare South Asia
 "The media planner is more powerful and influential than ever before: Prasanth Kumar")
 "Learning platform")
 "Productivity can be raised by improving thermal comfort")
 "Better disclosures with better understanding")
Matching virtual with real inventory
The pressure on the bottom line is compelling e-commerce companies to revisit procurement to make it easier, faster and more efficient
 "Matching virtual with real inventory")
Power of Teflon brands
Salman Khan manages to stay above all controversies even as his peers and strong consumer brands crumble under pressure
 "Power of Teflon brands")
Brands in the gig economy
A new economy gives rise to a new breed of brands
Indian advertising turns to causes
Besides going multi-platform, longer ads that are high on emotion and empathy and often speak through an issue or cause are making a mark
 "Indian advertising turns to causes")
Messi mess: Will Tata Motors play ball or bail out?
The auto major has seen a series of unfortunate incidents with Tiago. Now, can it weather the storm over its global ambassador's fall from grace?
 "Messi mess: Will Tata Motors play ball or bail out?")
In the fight against AIDS, Tata Motors asks truck drivers to use 'Dipper' at night
Getting the community of truck drivers to change its behaviour was the campaign's biggest challenge
 "In the fight against AIDS, Tata Motors asks truck drivers to use 'Dipper' at night")
Digital advertising to grow 35% by Dec
That is a 35% increase over Rs 5,200 crore achieved in the same month last year
 "Digital advertising to grow 35% by Dec")
Zeta reinvents employee tax benefits and rewards solutions
Provides corporates a single digital interface for paperless reimbursements
HRD Ministry may tweak IIM bill, water down Centre's powers
A meeting with the heads of IIMs could also be called for consultations, sources said
 "HRD Ministry may tweak IIM bill, water down Centre's powers")
The acid truth about beauty
The campaign has helped set up a rehabilitation centre in New Delhi for acid attack survivors
 "The acid truth about beauty")
Learning is the name of the game
Gamification is helping companies transform and enrich the learning experience of employees
 "Learning is the name of the game")
Gender equality at home
The campaign launched in 2016 brings in the perspective of an empathetic male on removing gender biases at home
 "Gender equality at home")
 "Data Tracker: Top 10 consumer trends for 2016")
Last words stir the heart
The 'Last Words' campaign won two golds and one silver at the just concluded Cannes Ad Fest
 "Last words stir the heart")