BUSINESS
Hindenburg’s desperate attempts to target India’s economic and political ecosystem
The responsibility lies squarely on the government to protect the interests of its citizens and institutions. It cannot take a passive role leaving the defence to individuals
BUSINESS
Marketing Musings: How to harness tourism’s potential — lessons from Japan
Japan’s pivot to tourism post-pandemic can be instructive for other countries seeking a share of this pie
BUSINESS
Why virtual influencers are a hot property among brands
Cost is not the only reason why a growing tribe of fictitious influencers is in demand with brands. The risk-return ratio is in their favour too
LOK-SABHA-ELECTION
Marketing Musings | The corporatisation of election manifestos is complete
Their launch activity rivals that of a consumer product with feature leaks, press conferences, slick presentations and positioning
BUSINESS
Marketing Musings: How should marketers distribute their advertising rupees between sports and politics?
The great Indian sport of cricket and elections are playing side by side in the next few months, competing for the advertising rupee
BUSINESS
Marketing Musings | Catching eyeballs: From television to digital
Digital is vital for creating awareness but for long term sustainable branding, television is still the primary medium to choose for companies
INDIA
Marketing Musings: Differences between Gens X, Millennial and Z mean a unidimensional marketing strategy won’t work
Digital may have bridged some inter-generational differences and AI can make it easier to do so, but technology alone is not the solution
INDIA
Marketing Musings: What is the secret sauce of international brands in F&B and hospitality businesses?
Every consumer touch point is thought through from the point of view of experience. All this is reduced to standard operating processes - with almost military precision. All this is executed through rigorous training that ensures consistent delivery time after time
TRENDS
Marketing Musings: A tale of two fests
While book fairs such as the Kolkata Book Fair are a marketplace, modern Litfests, like the Jaipur Literary Festival, provide a marketing platform for authors and publishers
INDIA
What makes the Ram Temple project a marketing masterclass?
The speed of scaling up, front-loaded investments in infrastructure and Lord Ram’s universal appeal have contributed to the creation of an economic force
BUSINESS
Marketing Musings: Lakshadweep’s natural beauty needs to be marketed well to become an alternative to Maldives
For Lakshadweep controversy to become a successful holiday destination, it needs a core positioning to attract the right kind of tourist, for which much work needs to be done
TRENDS
Marketing Musings | Christmas cakes from Kerala, Haleem from Hyderabad, what’s driving a booming craze for ‘nostalgia’ food
A combination of factors have ignited demand for food being flown in from distant places to consumers willing to pay for it, and businesses are lapping up the opportunity
BUSINESS
Marketing Musings: The creator economy
Goldman Sachs Research expects the 50 million global creators to grow at a 10-20 percent compound annual growth rate during the next five years to grow to a $480 billion economy by 2027 from $250 billion today
BUSINESS
Gujarat’s marketing acumen can be a template for other states
The state’s story is one of grand visions and a master plan with a long runway, with many blocks coming together over a thirty-year horizon
BUSINESS
Marketing Musings: Small is beautiful in FMCG land, but for how long?
Smaller and niche brands are stealing a march over the market leaders but in the battle between value and valuation, which one will succeed?
BUSINESS
Marketing Musings: Hermit consumers may be proliferating in the West, but not in India
Consumer behaviour in India post Covid is different in India from the West. Do not take Western formulations as gospel truth be it for vaccines or marketing
TRENDS
Marketing Musings: Where festivals go, commerce follows
Amid the religious fervour and pandal-hopping that is seen during Durga Puja, marketers aim to make merry while consumers spend
BUSINESS
Marketing Musings | Balancing expectations and delivery: Air India vs Vande Bharat
While Air India has over-promised and under-delivered, Vande Bharat has done the opposite
BUSINESS
Market Musings: Why do some iconic brands thrive and yet some fall by the wayside?
They carry forward the heritage that made them famous but also keep up with the times so that the brand stays relevant for contemporary generations
BUSINESS
Marketing Musings: Diamonds may not be forever
Marketers believe the challenge to De Beers is not limited to lab grown diamonds alone. It comes from the explosion of the entire luxury goods market where many products are competing for the wallet of the younger generation
TRENDS
Marketing Musings: There’s a market for indulging your inner child
“Dopamine Zones” are being created for adults in the West, the idea being to provide “safe spaces” for grown-ups to bring out their “inner child”. So, brands like Dopamine Land, Bubble Planet, Museum of Ice-creams are rapidly expanding their footprint in the US, Canada, Europe and in Singapore
BUSINESS
Bullish on India: Youth will take charge of their future
The infectious enthusiasm that is all pervasive makes even a congenital cynic like me a convert about the prospects of 'Amrit Kaal' as we turn a year older as a democracy
BUSINESS
Marketing Musings: The tragic tale of the un-evolved tomato
Going by the uproar over the skyrocketing price of tomatoes, it would appear that Indians have not taken to the idea of using puree out of tetra-packs in a big way
BUSINESS
Marketing Musings: Why Twitter became X
Betting big, Elon Musk has changed the tried-and-tested Twitter to ‘X’. Will his audacious attempt to change a well-established brand pay off? Read on
