Page 24 - News

Flipkart ad campaign is my favourite, says TRA Research's N Chandramouli

The sheer variety of Flipkart ads shows how well the creators understand that the customer won't engage with the same ad, says Chandramouli

Social media takes a toll on brand trust in Indian market, finds IPG study

Consumers are pushing brands to reinvent themselves, seeking more information and access as trust takes a hit, finds an IPG study

What corporate leaders can learn from the Swachh Bharat Mission

The sheer scale of accomplishment under the scheme has key lessons in leadership, project management and planning that can be taken straight to India Inc's boardrooms

Multiple formats pave the pitch for Dabur's 30-year-old product Odomos

Dabur experiments with the packaging and the brand narrative of its Odomos; but can it do so without diluting the promise?

HDFC Bank is the most valued brand in India, LIC takes second spot: Survey

The top rung is unchanged but overall brand value growth slows to 6% in 2019 from 34% in the previous year: BrandZ

More registrations from women for CAT 2016

Almost half of the additional applications came from women candidates

CAT 2017: Aspirants find logical reasoning, data interpretation tough again

Overall feedback from takers of CAT 2017, convened by IIM Lucknow, was that the test was 'challenging', requiring best of their efforts

Beauty brands drop the language barrier to attract new internet users

Lakme, Biotique and online retailers Nykaa, Flipkart learn to speak in many tongues, hope to appeal to first-time users on digital media

From soap to cure for skin infections, Medimix scripts a new brand story

The 50-year-old soap is repackaging the brand promise, using its medicinal tag to ride the growing demand for herbal and natural products

My favourite ad campaign is Diesel's 'Human After All': Sameer Makani

Any campaign that brings alive the brand ethos is an honest, winning communication, says Makani

Insurance firms' advertisements fail to set out a clear choice for consumer

Across the ads, the narrative follows a familiar pattern and the actors wear similar expressions

What Indian firms can learn from global plastic waste management

Stakeholders in the value chain across the world are trying out innovative solutions to manage plastic waste

Shifting generational gears: Swift targets younger car buyers in new ad

Maruti Suzuki drives a purpose-led campaign for its 15-year-old hatchback, hopes to keep its premium positioning with a younger set of car buyers

'Recorded music market in India should be based on free market practices'

'As time goes by, we will see more investments happening', said Fernandes

Beyond click of a button: Flipkart, Amazon teach customers how to shop

Keen to convert first-time users into avid online shoppers, e-commerce platforms rethink the digital experience

Corporates find ways to break layoff news without breaking employee morale

There might be many humane examples of companies parting ways with their talent

My favourite ad is Hutch network campaign, says Mindshare's Ajay Mehta

The one idea was the network superiority of Hutch (now Vodafone) at that time

States rebrand offbeat destinations to fit a contemporary travel wish list

Even as the political drumbeat on domestic tourism gets louder, state tourism departments go offbeat and experiential with the pitch

From Spotify to YouTube Music, audio OTT brands look to perfect the pitch

Small sachets, daily subscriptions and bundled offers, Spotify, Amazon Prime, YouTube, Gaana are going all out to woo mass audiences

The invisible endorser: Why brands have steered clear of Rohit Sharma

Sharma has only 5-6 active endorsement deals-Adidas, Hublot, CEAT, among the major brands. In contrast, Captain Virat Kohli has 24