Branding

Enhance brand engagement through experiential marketing

In this session,Prateek N. Kumar, Founder & CEO, NeoNiche Integrated Solutions, shares his insights and provides career guidance to the B-Schoolers.

India's best D2C brand has a beard

Forget Mamaearth and Boat, the most loyal and repeat customers in India belong to a man who tells you to close your eyes and breathe

From renting attention to nailing intention

Brands that win, going forward, will not be the loudest. They will be the ones most helpful in the moment of need

Best of BS Opinion: Asim Munir, power, and paranoia

Today's opinions examine the Saudi-Turkiye-Pakistan defence pact, leadership challenges at the Tata group, Asim Munir's growing powers and the political potency of negative branding

Brand Canvas: The ad guru's masterclass on making brands live on for life

Prahlad Kakkar's masterclass opened Brand Canvas 2026 with lessons on trust, emotion and storytelling, followed by workshops and four national qualifiers

Brand Canvas 2026: Four briefs, 78 teams, 10 finalists, one winning story

The first national advertisement film contest organised by Business Standard's edtech arm brought together B-school students to create commercials based on real brand briefs

Microstimuli: How tiny cues can reshape decisions and public behaviour

How micro stimuli, not 30-second commercials, can change human behaviour

25 years of A R Rahman's Airtel jingle: A timeless lesson in branding

You don't need lyrics to know it. You don't need a screen to see it

When bots buy and humans consume: The future of brands in an AI age

In the age of AI decision-makers, brands that will thrive are those that double down on the one thing machines cannot manufacture - meaning

NPCI signals identity reboot: Looks to build brand recall beyond platforms

NPCI plans a major branding revamp to strengthen its identity as a technology-led digital payments infrastructure provider and boost visibility at home and abroad

Learn brand building from ASUS India’s tech and marketing stalwart

In this interaction Arnold Su, Vice President – Consumer & Gaming PC, System Business Group, ASUS India shares his insights on India’s PC market and provides tips to excel

From delivery to discovery: How quick commerce is becoming a branding tool

For the startup behind the product, that single impulse-led trial captured what quick commerce platforms are increasingly enabling: compressing the distance between discovery and repeat purchase

Brand Shubman: Why Gill's form slump has not shaken advertiser confidence

A superstar cricketer getting dropped from the India team has been pretty rare -almost a Black Swan event

Branding, strategy, leadership lessons from Leo's marketing stalwart

In this session, Amitesh Rao, CEO, South Asia - Leo, Publicis Health and Publicis Business, talks about branding, advertising, strategy and leadership styles and provides valuable career tips

Delhi HC rejects plea against FSSAI order banning ORS labels on drinks

The Delhi High Court has dismissed a plea challenging the decision of the Foods Safety and Standards Authority of India (FSSAI) to ban Oral Rehydration Salts (ORS) labelling on any fruit-based, non-carbonated or ready-to-drink beverages. The high court said the measures taken by the FSSAI are impelled by "serious public health considerations" and are regulatory measures applicable across the food industry. Justice Sachin Datta, in an order passed on October 31, refused to interfere with the FSSAI's October 14 and 15 orders by which it has withdrawn permissions for food-and-beverage companies to use the word "ORS" in their labelling unless they met the standard medical formulation. "In the circumstances, this court is not inclined to interdict with the impugned orders, in light of the aforesaid order dated October 30, 2025 passed by the FSSAI. This is particularly in light of the deleterious effect and adverse health outcomes in the event of consumption of the offending products by .

Brand value flickers for mid-tier celebs as influencers steal stage

A-list celebrities have not yet succumbed to the rise of influencers, as they continue to hold their own sway over audiences

Industry to follow ethical practices in advertising food products: Govt

The Centre on Wednesday asked industries to follow ethical practices in labelling and advertisements of food products to ensure public health and protect consumer interest. The concern was raised at a National Stakeholder Consultation on the subject, 'Comprehensive Analysis of Regulatory Framework on Food Labelling, Advertisement and Claims,' the Health Ministry said in a statement. The consultation was organised by the Food Safety and Standards Authority of India (FSSAI), under the Ministry of Health and Family Welfare. At the event, MHFW Secretary Punya Salila Srivastava stressed the importance of ethical and truthful practices in labelling and advertising in the food sector. According to the statement, she said, "Things are changing rapidly today. We are now exposed to the entire world, which means we must adopt many positive changes and best practices, while also scrutinizing food products more closely." Nidhi Khare, Secretary, Department of Consumer Affairs, asked the industr

Gensol-Blusmart crisis: Founders kill the biz; long live the brand

The BluSmart story is not a one-off. India has witnessed several such instances in the past-brilliant brands or products built from scratch, only to be undone by mismanagement or greed

When corporate rebranding backfires: Lessons from past successes and flops

The 200-year-old company is now called aberdeen group, effectively reversing a decision to rebrand as abrdn in 2021 in a bid to pitch itself as a modern, agile, digitally-enabled brand

The influencer economy: Macro, micro, and nano world of influencers

The concluding part of the two-part influencer economy series delves into How marketers can use influencers for a brand and what the challenges are