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More people in the picture The digital infrastructure has altered the value chain. ANFISA FOCUSOVA/SHUTTERSTOCK.COM
More people in the picture The digital infrastructure has altered the value chain. ANFISA FOCUSOVA/SHUTTERSTOCK.COM

Ready for a new relationship?

Prasad Sangameshwaran

Today’s consumer plays a big role in shaping advertising. Is adland ready for the disruption? Leading marketers spoke their minds at Goafest 2015 »

The days of the campaign are over

Guy Abraham of Zenith Optimedia Worldwide

Prasad Sangameshwaran

Creative agencies are not as well-placed as media agencies when taking charge of an ever-changing mediascape, Guy Abraham of Zenith Optimedia Worldwide tells Prasad Sangameshwaran »
brandstand

Marriages that went sour

What lies in store?

In the last year or so, quite a few big mergers have been announced – Comcast and Time Warner Cab... »
question hour

Insight, the biggest element

Seqoya/shutterstock.com

HARISH BIJOOR



What are the ingredients of a successful marketing campaign?... »
club catalyst

Getting many to think for one

VIPUL PRAKASH

Crowdsourcing, coupled with social media, is just the right platform for brands to be seen and heard »

Catalyst

addendum

Of speed, kids and video on the move

RAMESH NARAYAN

I have been one of those who has cribbed about the slow 3G speeds we have. So I watched the “Spe... »

Catalyst

Torsha Banerjee Thakur, Senior Manager Marketing – ESPNcricinfo
CMO Corner

Competing in unfamiliar media territory, a challenge

Torsha Banerjee Thakur, Senior Manager Marketing – ESPNcricinfo »

Catalyst

When half a croissant solved the problem

Prasad Sangameshwaran

Ad agencies can borrow a lesson or two from Alan Moseley’s experience with serving croissants »

Catalyst

Whose turf is it anyway?

Prasad Sangameshwaran

As you decode the results of this year’s Goafest, the agency business is getting truly democratised »

Catalyst

Stay connected: Collect and process feedback and action taken

Ways to deliver good customer service

Raja Amarjeet Bunet

Putting a well-oiled machinery in place will go a long way »

Catalyst

How brands can exploit Twitter

Pankaj Korwar

In an era where traditional media competes with social media, there are new ways for a brand to become the centre of attention »
datamine

Tots and their apps

It’s no surprise that your child can teach you a few things about your mobile phone. If she’s not preoccupied with her own device, that is. Pulp Strategy Communications finds in a study of children... »
addendum

Of speed, kids and video on the move

RAMESH NARAYAN

I have been one of those who has cribbed about the slow 3G speeds we have. So I watched the “Speed is good” campaign from Vodafone with great interest. First, I loved the ‘Haircut’ film created by... »

When half a croissant solved the problem

Prasad Sangameshwaran

Ad agencies can borrow a lesson or two from Alan Moseley’s experience with serving croissants »

Nuggets

goafest

Our Bureau

Share of media glory The IPG group’s Lodestar UM and Group M’s Mindshare topped the charts at the Media Abby Awards of Goafest 2015. Lodestar bagged the maximum golds for... »

How brands can exploit Twitter

Pankaj Korwar

In an era where traditional media competes with social media, there are new ways for a brand to become the centre of attention »
brandstand

Compelling name changes

Last week, we asked you to name companies that were forced to change their names for various reasons. Many companies named Isis had to rebrand themselves after the rise of the Islamic State of Iraq... »

The epic journey of online-only mobile brands

Suresh Sharma

A revolutionary new sales channel is changing the game! »
Vitamin C

When hope triumphs over experience …

Old habits die hard Being used to the brand could be a reason Artisticco/shutterstock.com

Sravanthi Challapalli

I am not sure the content of this week’s column empowers customers, as we like to say each week at the bottom of the piece. But it’s certainly an exploration into why we might be making the sam... »

scanner

Sweet treat

Ferrero India has launched Kinder Schoko-Bons Crispy. It combines a delicate milky and cocoa filling covered by a crispy wafer and crunchy cocoa sprinkles. It costs ₹35 for... »
brandstand

Innovation, need of the hour

Rahul Gagerna, President, Sales & Marketing, Radico Khaitan

Rahul Gagerna

The world today is moving towards premiumisation and the consumer is seeking more value for the money spent. Internet exposure has widened consumers’ reach to global brands, followed by evolving d... »

A dOt with a mission

adverb

City city brand brand

Indian exotica in foreign lands

Bring the woods home

Capture word of mouth to make brands relevant

Cannes event for marketing start-ups

Will brand India roar?

scanner

Not a hair out of place?

Oriflame, the direct-selling brand, has come up with the HairX Styling range. It is claimed to be enriched with keratin and offer 24-hour control and anti-frizz benefits. Hair cream: ₹399; Styling... »
CMO Corner

Competing in unfamiliar media territory, a challenge

Torsha Banerjee Thakur, Senior Manager Marketing – ESPNcricinfo

Torsha Banerjee Thakur, Senior Manager Marketing – ESPNcricinfo »

Whose turf is it anyway?

Prasad Sangameshwaran

As you decode the results of this year’s Goafest, the agency business is getting truly democratised »

Ways to deliver good customer service

Stay connected: Collect and process feedback and action taken

Raja Amarjeet Bunet

Putting a well-oiled machinery in place will go a long way »

Adverb

Learning from a carnival

Not all cricket: Actor Shahid Kapoor and others perform at the opening ceremony of Pepsi IPL 2015 in Kolkata.

Vinay Kanchan

The IPL has many lessons to teach brands »
question hour

Evolving advertising

In the driver's seat: Women no longer have to be beauty aids or sorrowful widows in vehicle and insurance advertisements

Harish Bijoor

Evolving advertising

A professor of mine told us that advertising themes and executions change year on year. He did give us a few examples, but all were within the... »
club catalyst

Honey, I need you

Super food Marketers are slow to exploit the potential of honey - ISTETIANA/SHUTTERSTOCK.COM

Harish Bhat

The world’s oldest sweetener is a vast beehive of possibilities for marketers »
addendum

A taste of nostalgia

Ramesh Narayan

Addendum is a weekly 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. »

Keep the car running

Prasad Sangameshwaran

Lonely Planet has interesting plans for crowded India »

Not a Bird or a Plane

A crown of olives

When a name strikes terror

The power of cultural context

Putting fun into learning

When there’s a surfeit of SKUs

Square peg, round hole

Catalyst

datamine

Tots and their apps

It’s no surprise that your child can teach you a few things about your mobile phone. If she’s not... »

Catalyst

scanner

Not a hair out of place?

Oriflame, the direct-selling brand, has come up with the HairX Styling range. It is claimed to b... »

Catalyst

goafest

Nuggets

Our Bureau

Share of media glory The IPG group’s Lodestar UM and Group M’s Mindshar... »

BL Ink

Miles to go: Thirty crore people — nearly a quarter of India's population — live without access to electricity in India. Photo: G Karthikeyan

Powerless in UP

priyanka kotamraju

The lives of those in ‘dark villages’— which have never seen electricity — tell of hardship, improvisation, family squabbles and grooms who can’t find wives »

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