It’s IPL season: Kolkata Knight Riders’owners Shah Rukh Khan and Juhi Chawla unveil the new logo. - SHASHI ASHIWAL
IPL pads up for fifth innings
Can IPL-5 put its best foot forward and become a cracker of a contest, on and off the field? »
“We've created a little bit of a mother brand”
You want to buy a caaar?
Often, an ad that seems less imaginative but more direct has a better chance of making an impact than more sophisticated ones. »
Sexy, yes. Smart?
Addendum is a fortnightly column that takes a sometimes hard, sometimes casual, sometimes irreverent, yet never malicious look at some of the new or recent advertisements and comments on them. »
The upgrading consumer
Consumers make the jump to premium products in durables. »
BrandLine
Zen and the art of selling big bikes
For the Harley-Davidson executive, ideas are like the spark plugs of an engine. »
BrandLine
Leveraging the analytics advantage
Resistance to using analytics in marketing is decreasing, says Michael Wolfe. »
BrandLine
The quest for cool summer strategies
Air-conditioner makers who were scorched by last summer's fiercely fought battle for consumer share are preparing to face the heat again. »
Zen and the art of selling big bikes
Sanjay Tripathi is one of those fortunate souls who has managed to marry all his passions with his job. An eager motorcyclist and a rock music buff, he gets to experience both as the Director o... »
Leveraging the analytics advantage
Social media is ‘word of mouth on steroids' but cannot replace mass media, notes analytics veteran Dr Michael WolfeBetween 2007 and 2009, Starbucks fell upon hard times. The economic rec... »
The quest for cool summer strategies
It promises to be yet another scorching summer battle this year in the air-conditioning segment.On the one hand, Korean majors LG and Samsung which were forced to be on the defensive las... »
Twist in time
Timex has launched Twisted in the Helix collection. The long watch strap can be wrapped around the wrist with a ‘twist'. Prices range from Rs 1,895 to Rs 1,995. It is available in Timex Ti... »
The window is still open
Will the market for window ACs die down soon? It's a split verdict. Some players say it may happen over five years, some say it will take much longer. And there are some who believe the windo... »
Facebook and the economics of a public good
In the 18th century, when the South Sea bubble was inflating, one company raised money through a prospectus that said “the purpose of which investment, me hearties, will be reveal'd in the... »
Selling India to Indians
It's that time of the year. The smell of anxiety over exams hangs in the air and the prospect of a great holiday after them dances like a shimmering mirage in every advertisement that tour... »
Waiting to strike gold
One piece of jewellery is sold every three minutes online on eBay India. Just three months ago, it was one every four minutes.This rising velocity of transaction, as Deepa Thomas, Head... »
Inspiring a rebirth
Addendum is a fortnightly column that takes a sometimes hard, sometimes casual, sometimes irreverent, yet never malicious look at some of the new or recent advertisements and comments on them. »
A brand called Narendra Modi
I am normally not a diffident writer, it is only my readers who tend to be cautious lest they get mired in my confusion, but when I do write or attempt to write about political leaders, I... »
Reliance's retail researches
The Swiss confection
Out in the air
A play of contrasts
Kochi's big date with art
Driven by design
When brands change colours
Leading by segmentation
Mask it out
Mary Kay has launched TimeWise Moisture Renewing Gel Mask to nourish skin whose moisture has been depleted during the day. It is meant to work overnight to plump skin from within. It also... »
Moving up the value chain
It's not just the consumer durables category. Marketers across various categories – from auto to fast-moving consumer goods to mobile phones are reporting the same trend – the growing preferenc... »
Wanted: sensitivity, privacy
With Yuvraj Singh ill, do you believe the entire to-do in terms of the public discussion, dissemination and debate on his health condition is justifiable? Also, Birla Sun Life Insurance is usin... »
Singing different tunes
Every time we step out to cool hunt, we discover myth-breaking stuff. As we set out to map the aspirations, dispositions and attitude of the ‘cool folks' (people in the age-bracket of 14-3... »
Bengal dribbles, hopes to net big bucks
It just might be Indian football's Kerry Packer moment. Just like the Australian media moghul added colour and drama to cricket, revolutionising its format, will West Bengal's Premier League Socce... »
The psychology of brand colours
In a previous column, I had briefly discussed what happens when brands change their colours. Case studies of specific colour transformations implemented by reputed brands such as McDonald'... »
Pepsi looks to change the game
The Bay of Bengal, undulating and shimmering in the mid-morning sun, is a greenish-grey. In the cool breeze, amidst the swaying palm fronds, resort buggies are chugging awa... »
‘Loyalty marketers failed to innovate fast enough'
Since the launch of a Canadian Air Miles coalition loyalty programme in 1992, LoyaltyOne Rewards has come a long way. And since 1990, Colloquy (now a LoyaltyOne company), has be... »
Education all the way
From generating pull and trade push for diamonds to getting the Indian homemaker to adopt plasticware, Anshu Bagai has had a pretty versatile career. The 44-year-old Marketing Director of Tuppe... »
Cereal enterprise
Unibic has launched multigrain cookies combining wheat, oats, ragi, rice, corn, fruits, honey, dates and 10 other essential nutrients. They come in tastes of cranberry and black currant topped wit... »
Playing on another field
Three-in-one
Double-edged social
‘India is under-indexed in the food segment'
When Dublin met Bollywood
Fog-friendly
The power of insights
Cash does not add to investor appeal
Analysis shows that no matter how adventurous investors may be, they seem to assign more weight to a company's growth prospects determined by the business and sector it operates in, than to its idle cash coffers. »
Pepsi looks to change the game
Sexy, yes. Smart?
“We've created a little bit of a mother brand”
Selling India to Indians
Zen and the art of selling big bikes
The psychology of brand colours
The quest for cool summer strategies
You want to buy a caaar?
Leveraging the analytics advantage
Facebook and the economics of a public good
Hospitals hire from hotels - for better service
Sony goes with Hakuhodo Percept's pitch
Pierre Cardin premium pens fail to ink in sales