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CATALYST
INSIGHT
Predicting demand in an uncertain world
THANKS to global competition, demand situation in the economy is no longer certain. Gone are the days of certainty, longer product life cycles and the low competitive intensity. The overall environment has become dynamic. Demand has become ...
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INTERVIEW
On the road to total branding
Mudra is celebrating its silver jubilee this year and Madhukar Kamath, Managing Director & CEO, Mudra Communications, is proud of heading the largest Indian-owned and managed agency. Joint venture partner DDB has also been increasing its ...
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ADVERTISING
Channelling synergies
In an effort to beat clutter, advertisers try product placement in different ways on television.
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`Powerful' communication
THE last week saw me noticing good intentions and a good cause and got me thinking about them. There was a print campaign from Tata Power, issued in public interest in partnership with the Confederation of Indian Industry (CII), dealing ...
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Zoom anniversary
A little bird gave us her eye view on the first anniversary party of Zoom, the niche TV channel. The Hilton Hotel's three halls were chock-a-block with the small-screen glitterati and the hot air chatterati. Yes, specifically small screen, ...
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BRANDS
Creative repositioning
Need to inject some life into your brand? Reverse, break away or use stealth?
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BOOKS
Four waves of consumer activism
RELAX! This book isn't about the oft-discussed business ethics, but about people like you and me who shop. Only, they shop differently. Traditional purchasing behaviour, which most of us follow, goes by the economics rulebook, looking for the ...
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CARTOON
Hardsell
"So, that's what you look like! I always wondered what kind of people this product was targeted at."
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