Finding the right business model to execute on is the first step on a long road for startups. What seems to be the perfect opportunity may just be a mirage. And the real opportunity will only appear after trial and errorRead more
India reinvents the digital newspaper
Newspapers haven’t really adapted as much as they have been forced into the digital era. Their existing models have been upended and they have had their brand identities dissolve into social media streams. But one newspaper is bucking the trendRead more
India’s No. 1 deodorant brand doesn’t have a website
It looks like successful brands in 2019 can still be built like they were in the 1980s when the internet and social media did not exist and the only options were press, TV, radio and outdoor advertisingRead more
How Swiggy cuts through the clutter
Food delivery in India has many players but one of them has taken a big lead, both in terms of mindshare and market share. Swiggy also crested the wave in India just as the market was hotting upRead more
Why Marketers should not be thinking like Accountants
The obsession with market share over growing the market can be detrimental to the future of the company. Any product is only a part of the overall ecosystem and changes in that system need to be understoodRead more
The Evolution of Brand Ayushmann
Movie actors are brands. That’s why their image becomes a stereotype. It’s their packaging and what audiences love to consume. So, how does an actor cope?Read more
The Industrialization of Advertising
A lot has changed in a couple of decades. The old media commission model still exists but digital spends are changing the landscape of advertising altogether. This is what advertising with a formula looks likeRead more
The ‘Good Old Days’ of Advertising
As compared to a few decades ago, the number of ads people see everyday is in the thousands. How do you make contact and an impression is what brands wrestle with every dayRead more
Ferrari’s Instagram clash
It seemed like another image on an Instagram feed. But it had been carefully cropped for a brand aspiring to reach another level in the marketing journey. Charges and counter charges flewRead more
Brands are your hanger-on friends
Brand relationships aren’t complicated like the ones between humans. Except for luxury products, they are low maintenance and you can slip in and out of them with ease. Read more