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  • Srikant interviews for a job, ahead of the launch of 'The Family Man 2' Jun 02, 2021 05:04 PM IST

    Srikant interviews for a job, ahead of the launch of 'The Family Man 2'

    Watch Family Man Srikant Tiwari ace four interviews and turn down every job he's offered.

  • Why are Nike Volts neon green, and what makes Pele's black-and-yellow Pumas memorable? May 27, 2021 12:25 PM IST

    Why are Nike Volts neon green, and what makes Pele's black-and-yellow Pumas memorable?

    Sneaker companies suffer red eyes, and more, just so that they find the right shade of pink, yellow or blue for their hot new collection.

  • Neglect of creativity is the data-driven marketer's biggest mistake May 25, 2021 12:29 PM IST

    Neglect of creativity is the data-driven marketer's biggest mistake

    Put ideas at the heart of the marketing profession or a robot will generate your ‘acceptably creative’ obituary

  • Paul Romer: Once tech’s favorite economist, now a thorn in its side May 22, 2021 08:58 AM IST

    Paul Romer: Once tech’s favorite economist, now a thorn in its side

    The Nobel Laureate has become a fierce critic of the tech industry’s largest companies, saying that they stifle the flow of new ideas. He has also championed new US state taxes on the digital ads sold by companies like Facebook and Google.

  • The OG tales: The true story of 'Hamara Bajaj', the heartbeat of India May 08, 2021 10:17 AM IST

    The OG tales: The true story of 'Hamara Bajaj', the heartbeat of India

    Only one man had the power to approve this breakaway campaign, and that man was Rahul Bajaj. And one young man was chosen to present this campaign to him.

  • Liril, Lux and all that lather May 08, 2021 09:44 AM IST

    Liril, Lux and all that lather

    As the summer scorches India, remembering the family soap bar in the era of multiple shampoos and shower gels.

  • Marketing in the time of Covid May 05, 2021 01:22 PM IST

    Marketing in the time of Covid

    Tone deaf advertising follows us even as we go through a pandemic.

  • Brand Insight 2021: Leading strategists share how branding matters to scale up business Apr 17, 2021 12:58 PM IST

    Brand Insight 2021: Leading strategists share how branding matters to scale up business

    Sharing the marketing strategies of fashion brands, Achint Setia, Vice President and Head of Marketing at Myntra highlighted role of emotion in building a brand.

  • Why don't cars in India come with Indian names? Apr 03, 2021 01:18 PM IST

    Why don't cars in India come with Indian names?

    The short answer: most car makers believe that the aspirational values that come with buying an automobile in India are best addressed by foreign-sounding names.

  • Become smarter at marketing for driving growth Feb 24, 2021 05:57 PM IST

    Become smarter at marketing for driving growth

    As some tech folks promote, marketing automation is not what makes you a smarter marketer. Those programmes and wares are necessary to bring in more accountability and return on investment. But what is critical is how well one can make selections and when to make those choices.

  • The Boss for Super Bowl, how a marketing hotshot roped in stars Feb 08, 2021 01:25 PM IST

    The Boss for Super Bowl, how a marketing hotshot roped in stars

    Olivier Francois of Jeep got Bruce Springsteen to feature in his first-ever commercial on Super Bowl night. Earlier, he also secured rights to use Carl Sagan’s famous ‘pale blue dot’ passage. How did he do it?

  • Can machines connect with ‘the human’? Dec 04, 2020 10:51 AM IST

    Can machines connect with ‘the human’?

    Do you think the machine has smartly tracked the emotion and subtly touched the customer in a way that leaves him or her feeling great about the organization and with good memories to share with family and friends?

  • In these hard times, drive growth with RoI-driven marketing Nov 12, 2020 11:56 AM IST

    In these hard times, drive growth with RoI-driven marketing

    Even though we term this sector as SME, there are some big differences as to how marketing executives should look at a 300-people company from a 10-employee firm.

  • Here's why influencers have become darling of brands this festive season Nov 02, 2020 03:29 PM IST

    Here's why influencers have become darling of brands this festive season

    Influencer marketing category is seeing an increase of 30-40% in ad spends. In fact, non-celebrity influencers, who are subject experts, are charging 10-15 percent more, and some celebrity influencers are charging less this year.

  • What kind of customers do you want—satisfied or loyal? Oct 28, 2020 01:43 PM IST

    What kind of customers do you want—satisfied or loyal?

    Since loyalty drives bottom-line, companies should invest a bit on measurement to drive that value.

  • Market research must be more practical and roughly right than precise and slow Oct 15, 2020 09:39 AM IST

    Market research must be more practical and roughly right than precise and slow

    With all these going around, the idea of unbiased sample is getting a beating. What does it really mean?

  • How B2B marketers can innovate and lead Oct 07, 2020 11:47 AM IST

    How B2B marketers can innovate and lead

    The best way will be to reuse and reposition the existing content in meaningful ways to different customer segments.

  • 5 steps to start measuring marketing ROI Sep 30, 2020 11:20 AM IST

    5 steps to start measuring marketing ROI

    Unless you have the combined ROI results you will never be able to take the right marketing-mix decision.

  • Rebranding of fairness creams is a tiny step against colourism Jun 29, 2020 11:35 AM IST

    Rebranding of fairness creams is a tiny step against colourism

    More than renaming or withdrawing fairness products, what is urgently needed is a people’s movement against racism and colourism in India, which would necessarily be against casteism as well

  • Rama Bijapurkar: Fair & Lovely’s rebranding brings new opportunities for HUL and competitors Jun 29, 2020 08:31 AM IST

    Rama Bijapurkar: Fair & Lovely’s rebranding brings new opportunities for HUL and competitors

    This forced churning, like all forced churning, might even do the brand franchise good, and enable it to compete in a more mainstream manner and appeal to a wider audience. The loser in this is a whole lot of consumers who really wanted fairness

  • Wanted – A marketing revolution by real estate developers Mar 13, 2020 02:45 PM IST

    Wanted – A marketing revolution by real estate developers

    Admittedly the external environment is not easy but there has been little or no introspection or adaptability by the builders themselves.

  • Govt working on ways to promote sale, marketing of products made by tribals Jan 22, 2020 01:58 PM IST

    Govt working on ways to promote sale, marketing of products made by tribals

    The commerce and industry ministry has held detailed discussions on the matter with ministries of tribal affairs, minority affairs, Tribal Cooperative Marketing Development Federation of India (TRIFED) and industry chambers like CII, the official said.

  • Influencers grabbing digital marketing share as 72% of brands to increase budget by 2020, says report Oct 03, 2019 08:55 PM IST

    Influencers grabbing digital marketing share as 72% of brands to increase budget by 2020, says report

    The report also revealed that 32 percent of respondents spend between Rs 1,00,000 and Rs 10,00,000 on influencer marketing every year.

  • Myntra's reality show Fashion Superstar will broaden the influencer market Sep 18, 2019 05:46 PM IST

    Myntra's reality show Fashion Superstar will broaden the influencer market

    If digital is growing at a 30 percent CAGR (compound annual growth rate) a year, influencers within digital is probably the fastest growing channel with approximately 60 percent CAGR.

  • Here's how brands from the BFSI sector are raising the stakes of their marketing game Aug 16, 2019 09:25 PM IST

    Here's how brands from the BFSI sector are raising the stakes of their marketing game

    Since last few years, the sector has seen a prominent shift in the marketing strategy and evolved with their audience bringing them closer to the brand.

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