Page 31 - News
It's a Privilege: Jet's frequent flyer programme carries on as spinoff
As JetPrivilege outlives Jet, it challenges prevalent notions about brand loyalty while opening the door to a new engagement with old customers
 "It's a Privilege: Jet's frequent flyer programme carries on as spinoff")
Data enables relevance and context, says Mindshare's MA Parthasarathy
A wonderful piece of content may draw attention. But without the right backing of data, it may not result in actually moving the needle on brand equity or business results
 "Data enables relevance and context, says Mindshare's MA Parthasarathy")
On McDonald India's menu: Winning back customers' trust after shutdown
After a short hiatus, the fast food chain is opening its stores in a phased manner. Here are a few things it should keep in mind
 "On McDonald India's menu: Winning back customers' trust after shutdown")
Can Yuvraj Singh remain relevant for brand endorsements post-retirement?
As Yuvraj retires from the game and brands swoop in around the fading aura of the superstar, is there a chance to reclaim his influence off the pitch?
 "Can Yuvraj Singh remain relevant for brand endorsements post-retirement?")
From disruptor to defender, Zomato looks to redefine the brand narrative
Zomato is in the news, not for the efficiency of its delivery platform or discovery features that its rivals are being judged on, but as an ideal employer
 "From disruptor to defender, Zomato looks to redefine the brand narrative")
Parle, Amul most frequently bought labels across India in 2018: Report
Home-grown labels in biscuits and dairy top the charts, but global giants find their way into more categories and regions: Kantar
 "Parle, Amul most frequently bought labels across India in 2018: Report")
How a clutch of firms is changing the way employee performance is assessed
Infosys, Tech Mahindra and Accenture India are at a different stage of the transition but all agree that quarterly or short-term feedbacks help carve out a path for their long-term goals
 "How a clutch of firms is changing the way employee performance is assessed")
My favourite campaign is 'Made the Johnsonville Way': Snehasis Bose
The magic lies in the combination of the in-retrospect-obvious idea + the never-done-before execution
 "My favourite campaign is 'Made the Johnsonville Way': Snehasis Bose")
Hotstar extends the superhero narrative to the ICC World Cup
A band of local superheroes, humour and a facility for social viewing make up the OTT player's pitch for the digital viewer
 "Hotstar extends the superhero narrative to the ICC World Cup")
Castrol bets on purpose-led advertising and cricket to engage with users
The brand bets on purpose-led advertising and cricket to engage with its user community, bats for longevity
 "Castrol bets on purpose-led advertising and cricket to engage with users")
Leading edge, engaging, trustworthy: What makes brands influential in India
Some attributes that helped brands earn the most influential tag in a recent survey
 "Leading edge, engaging, trustworthy: What makes brands influential in India")
Go Sport buckles up to give Decathlon a run for its money in India
French major Decathlon's rival Go Sport has launched in India, taking on one of its key competitors in a growing market
 "Go Sport buckles up to give Decathlon a run for its money in India")
Brand Trust Report 2019: Dell, Jeep, LIC top the charts; SBI debuts at 10
The Tata group drops off the list of top 20 most trusted brands, while group-owned Tanishq makes the cut at 14; SBI debuts at 10: Brand Trust Report 2019
 "Brand Trust Report 2019: Dell, Jeep, LIC top the charts; SBI debuts at 10")
How Hyundai, Morris are reframing the advertising pitch for auto brands
Technology powers the advertising narrative for auto brands looking to separate their models from the pack
 "How Hyundai, Morris are reframing the advertising pitch for auto brands")
Dogged ambition: What makes Pedigree's ad campaign one the best
Pedigree is a powerful reminder about the original duty and power of advertising - to sell, and to beautifully and persuasively sell, says Narayan Devanathanm, Group Executive Officer, Dentsu Branded
 "Dogged ambition: What makes Pedigree's ad campaign one the best")
Brand KPMG looks to craft inspirational tale with employees as ambassadors
Experts say the brand misses an opportunity to spin a memorable campaign
 "Brand KPMG looks to craft inspirational tale with employees as ambassadors")
Aditya Birla Health Insurance aims to cash in on late mover advantage
Recent entrant Aditya Birla Health Insurance aims to beat competition by incentivising healthy lifestyle, expanding the domain beyond hospitalisation costs and leveraging the power of digital
 "Aditya Birla Health Insurance aims to cash in on late mover advantage")
Experience vs Qualifications
In this month's strategy debate, industry leaders discuss which is more important
Munch on this: Kurkure changes its brand strategy to perk up image
The mascot helps drive home the brand's positioning, Khayaal toh chatpata hai, which translates into challenging established norms around family roles, in conversations laced with humour
 "Munch on this: Kurkure changes its brand strategy to perk up image")
From Reliance Trends to Tjori, ethnic fashion brands trip over GI
As a small community from TN battles Reliance Trends, Tjori over GI violations, it signals trouble for many more
 "From Reliance Trends to Tjori, ethnic fashion brands trip over GI")