June 8, 2021
What is brand positioning and why is it important?
Brand positioning is defined as the act of designing the company’s offering and image to occupy a distinctive place in the minds of the target market. This means that the way you position a brand s...Read More
February 3, 2021
Don't let off-targeting beat you in your own game
It has become a normal phenomenon that audiences are bombarded with ads which have ‘little to no’ significance in them. Recently a LinkedIn user uploaded a status which clearly identified this prob...Read More
December 3, 2020
Caution in response or precaution in approach?
It has been barely a month since Tanishq’s ad around a baby shower ceremony of a Hindu bride in a Muslim family was taken down by the brand, that Tanishq has rammed into yet another roadblock. As s...Read More
November 13, 2020
The new abnormal
There is a dark question that sums up the current situation of the world, ‘if the world is going to hell in a bus then who would be the one driving it?’. And in this situation, considering ‘going t...Read More
October 27, 2020
Celeb brand value in the age of public media trial - undiminished or fragile?
In the fifth edition of Duff and Phelps’ prestigious Celebrity Brand Valuation Report on February 5 2020, Alia Bhatt ranked 7th most valuable on the list with her current brand value at $45.8 milli...Read More
September 28, 2020
Brands & IPL swipe right on each other!
Since its inception in 2008, IPL as a brand, has only climbed up the ladder of equity by combining the love of cricket with excitement of entertainment. And who can forget the role of HotStar which...Read More
September 25, 2020
How COVID-19 has affected the Indian festive shopper
2020 has given us very few reasons to smile. This last quarter is definitely going to be one of the most compelling of those reasons. Packed with Navratri, Dushhehra, Diwali and ChristmasRead More
August 21, 2020
Divided by Corona, united by digital
Alright, let us begin by accepting the fact that till a vaccine for the Coronavirus is available, digital platforms will be the primary means of communication for any occasion.Read More
August 8, 2020
The uncomfortable truth of content - aftermath of TikTok
If TikTok were a person, its story would make for a great biography on the celluloid. Its product life cycle has had more twists and turns than the life of protagonist bahu on any K-serial.Read More