First, a new version of two Indias will emerge. If the past two decades saw the...
The Social Network questions are getting raised over and over again in recent times....
There exists an opportunity for brands to leverage the new mindset.
A brand can move from creating affinity to inspiring awe and respect
Customer centricity is about understanding the ecosystem in which a product is...
For many big brands, investment in advertising is as big as the amounts spent in...
Stories that are able to multiply effect through word of mouth have a better chance to...
Consistency in spirit is more important than consistency in symbols.
Madhukar Sabnavis discusses the making of iconic advertising that gets talked about.
Marketers need to recognise that while Indians as consumers are value-conscious, as...
So talking to the heart makes as much, or more, sense as trying to attack the mind....
Marketing gurus from the west have built their theories based on the belief that...
Celebrity craze has been a part of advertising-dom for years, but 2008 saw brands...
Be first in the category, own an attribute or the category, leverage heritage or how...
The test is round the corner.
Will India find the taste acceptable?
Indian ad world is reworking its sensibilities. From depicting mere black & white...
There is something to learn from the 'non-product' brands around us.
The future will be driven by companies with most ideas.