Page 26 - News

An agency's history can be a powerful differentiator: DDB Worldwide CEO

Advertising is seeing disruption from new-age tech companies and consultancies and it is increasingly getting harder to achieve growth, but I still remain excited about the business, says Wendy Clark

Zomato, Swiggy face the ire of partners. Time to rethink value proposition?

Is it time for the aggregator brands to rethink their promise to their partners-be it restaurants, airlines and hotels and drivers?

KBC looks to spice up the script at 11, but can it keep up the game?

One of the longest running non-fiction formats on TV turns to tech and breathless storytelling to stay relevant, but can it keep up the game?

PepsiCo places its chips in southern markets with local tastes, food habits

The company finesses the regional game for Lay's and Kurkure, acquires local tastes and habits to beat back competition from home grown snack makers

Digital transformation is not just another project for us: Oracle's Gaonkar

Technology decisions are no longer an exclusive domain for the IT function and the whole C-suite is deeply involved, says Guruprasad Gaonkar

A mascot and comic strips: Western Railway packs a new witty look

A mascot, comic strips and social media handles mark the image overhaul of Western Railway, one of the country's busiest public transport systems

Electric mobility start-ups promise cheaper rides, but can they scale up?

Evolution of successful business models in electric mobility, as electric vehicles gain ground and BS VI norms for internal combustion vehicles come into place, will separate men from boys in sector

My favourite campaign is Dove's ad for real beauty: Soumitra Karnik

Dove aimed to reach a younger demographic without alienating their current consumers

As WhatsApp launches payments service, Paytm and Phone Pe get ready for war

For most of the payments apps, it is time for pay back, given the investments incurred in on-boarding customers and building their networks

My favourite ad campaign is 'Seatbelt Crew': V Spark's Atul Pratap Singh

It's no secret that a successful ad campaign plays with people's emotions and that's key in making them successful, he says

Statspeak: What are your core objectives of investment in HR technology?

HR Technology in the year 2019-20 which is a 35 per cent increase from FY 2016-17

Coming out of the dark

Third-party governance is not about eliminating risks but managing it appropriately

AI to trigger global business value of $2.9 trillion in 2021: Gartner

Gartner defines augmented intelligence as a human-centred partnership model of people and AI working together to enhance cognitive performance

Does Flipkart's fashion gambit run the risk of falling between two stools?

The online retailer wants to straddle the top end of the market with fast fashion and the mass end with products for the value conscious

Ads with a cause: Brands work their way on Independence Day, Raksha Bandhan

From consumer goods to fashion and lifestyle as well as aircraft manufacturers, cause-led advertising rules the day

Make them laugh, make them stick: Ads keep Fevicol glued to modern times

For sixty years, Fevicol has played with its advertising to convert an adhesive, a product that bore none of the glamour and glitz of consumer goods, into a loved and recalled brand

How food brand Gits is finding its way in rapidly changing marketplace

A ready-to-cook food brand looks to stay relevant, even as its core promise of convenience is knocked over by a host of new players

Our next big focus area is Li-Fi, says Signify's Maria Letizia Mariani

There is a huge step to take to make people aware of what light can do for them, explain it to them in a better manner, says Mariani

Product, not brand, is the cornerstone of Snapdeal's comeback strategy

What Snapdeal has done in the past two years, says a company spokesperson, is focus on the 'next 400 million online buyers'

Ramdev's Patanjali takes an ad break, slides down the brand ladder

The brand's incessant and belligerent advertising seems to have hit the pause button; once a permanent fixture on TV, it has slipped off the list of its top 10 advertisers