Page 10 - News

Amul to Dettol: Brands go viral with safety messages about coronavirus

From advisories and warnings to smart witticisms, brands across categories are reaching out to consumers over the shadow of Covid-19

Brands break gender stereotype as PepsiCo, Hero bring in women cricketers

Brands are turning to women cricketers also as part of a larger shift in the advertising narrative.

Finding the light: Schneider Electric reimagining the brand with a purpose

The 184-year-old global electrical energy company rewires the brand around environmental concerns, looks for a direct connection with consumers

As work from home takes precedence, shared workspaces get in battle mode

What do you do when your business model is based on professionals sharing workspaces at a time when coronavirus crisis is snowballing?

Mergers take time to evolve, says Wunderman Thompson's Tarun Rai

Merger of Wunderman and J Walter Thompson has allowed us to step into areas we weren't exploring much earlier Rai tells Viveat Susan Pinto

Kohli leads endorsement pack, while cricket dominates sponsorship track

The big thrust for the sport in 2019 came from franchise cricket, specifically the IPL that saw a 15 per cent increase in its valuation

Rewriting the script: Tech, wider footprint boost multiplexes' growth story

The box office collections in financial year 2018-19 grew by 14.7 per cent to stand at Rs 12,940 crore domestically, while the collections from the overseas markets rose by 16.1 per cent

Zydus Wellness gets a Complan boost, Sourav Ganguly's star power for brands

Over a year since the company acquired Complan, Glucon-D and Nycil, it is redrawing the marketing formula around its newly acquired brands

With another extension, is Saregama stretching its Carvaan brand too thin?

In 2017 Saregama launched Carvaan, a device with 5,000 old songs loaded in. It became a huge hit selling over two million units so far and rejuvenating India's oldest music company

How Indian Hotels is unlocking the potential of its non-hotel brands

To lend a sharper focus to the non-hotel brands, two years ago, the hospitality arm of the Tata group, regrouped them under an umbrella brand called Expressions

From Fanta to Surf Excel, brands walk the emotional plank on Holi

Facebook looks at the power of social media in amplifying celebratory messages, Fanta (Coca-Cola India) invokes the joyous spirit, Fbb asks women to protest against harassment in the name of Holi

Machine age: Does your company have a digital manufacturing strategy?

In industrial practices, Internet of Things (IoT), big data and predictive analytics continue to capture the attention of companies

Women still don't have level-playing field at work, says pan-IIM survey

A staggering 49 per cent of the respondents said they did not have equal opportunities for career growth as the men in their organisations.

My favourite campaign is 'Mile sur mera tumhara': ABND founder Kunal Vora

"…..the campaign is timeless, it was relevant then and it can be relevant now, maybe now more than ever", Vora said about his favourite campaign

Advertisers push inclusion cart on Women's Day but is it just tokenism?

Women's Day (March 8) saw brands across categories put their best gender-aware or 'woke' message forward. But in the clutter, the message is getting diluted.

Brands must do more than posturing, says Bluemarlin CEO Andrew Eyles

That applies a more positive spin on cost reduction, repositioning the initiative as a more responsible ethical story, Eyles tells Shubhomoy Sikdar

Creative problem

The wait-and-watch tenterhooks of the art world is sending shivers down its collective spine

Battling gender bias: Diageo, MG Motor rework ad norms to break stereotypes

At MG Motor, the company is working with select panchayat committees to encourage more women graduates to join the auto industry and to ensure a better diversity mix at its showrooms

As consumption soars, brands scour the sound cloud for a premium pitch

As consumption of wearables soars in the country, brands look at ways to build premium niches in the growing mass market for audio devices

The age of integrated planning is upon us, says Essence India MD

'Ad frauds are becoming more and more sophisticated, so are detection tools', says Anand Chakravarthy