Marketing

Teeth for tat

Teeth for tat

The Suarez saga, yet again, reveals that celebrity endorsements are fraught with uncertainty. While brands instantly dump a controversial celebrity, a

Caught in a loop

Caught in a loop

How do you protect your customer base, when the business is up for sale?

At Amul, it’s time for a churn

At Amul, it’s time for a churn

Some reviewing, some innovation – the dairy brand has to do this to stay ahead of the competition.

KS Chakravarthy’s Creative Showcase

THE BEST PICKED BY ONE OF THE BEST

The digital takeover

Zen and the art of community marketing

It’s a no-brainer that brands target consumers during festivals when they are more likely to spend. But do customers who come in during celebrations

A detox for India

The Clean India Mission can be for your body, mind and soul too

Consumer to conned-sumer

Compliance, even if it does not make the cut globally, seems to be a cheaper substitute for concern. Does India Inc take customers for granted?

Porsche Spice

There are 911 reasons to love a Porsche. For the speed enthusiast, it’s a fast friend. For the stakeholder, it’s one profitable machine

‘Content needs to be compelling’

Be it long duration or super-short ads, small shop or big brand, convey the message well, says Simon Kahn, CMO of Google Asia-Pacific

Driven by design

Indians used to be happy with a car that gave good mileage even if it looked like a tiffin box. But not any longer. They want good design as well.

Dentsu Aegis Network

Incurably optimistic

Ad agencies must not cut the branch on which they sit, says Ramesh Narayan

In the game of brick and mouse …

How is traditional retail coping with the onslaught of e-commerce?

Who’s nervous?

Brands revisit their online-offline distribution strategy

The Amma of all brands

Tamil Nadu CM Jayalalithaa is rolling out a slew of products and services under her name

Love's holiday

Where couples are going to get away from it all

Love me do, with a brand or two

Dear Marketer, shed those under-30 male blinkers and you will find romantics of all ages and kinds

Return of the Pocket Monsters

Pokemon, the once popular kids’ franchise, is back with a bang. And raring to take on rivals

Stop selling yourself short

The future is in safe hands, but advertising agencies should be assertive, says Piyush Pandey

THE CURIOUS MARKETER Sometimes, smaller is better

When consumers desire less, marketers can make small a virtue

Shop when they drop

With organised retail, the bargain-hunting customer came to the fore. Soon, online retailers had this segment eating out of their hands. Together, the

The case for a Chief Marketing Technologist

Technology is now all-pervasive and marketers should exploit it to target and engage consumers and execute strategy

Lessons from London

The future of marketing

In the Age of Digital, how have the rules and mantras of the old marketing masters changed - are Kotler's 4 Ps passé now?

Beating the slowdown

Marketers across a swathe of industries use different tactics to beat the slowdown blues.

What your fridge says about you

If you have too many magnets, you might be a show-off!

Still negotiating the Indian Terrain

The Chennai-based fashion brand is looking for clarity on what it wants to be.

Indian airlines, ground realities

Bus travel should be as easy as booking a cab

Tech tools will enable travel operators to make their services passenger-driven

Now get rid of that attitude!

Most Indian marketers have a callous approach to customer service

“We've created a little bit of a mother brand”

An upbeat Venky Mysore, CEO, Kolkata Knight Riders, says Shah Rukh Khan is the icing on the cake.

The social universe

In conversation with the convergence guru Dr Henry Jenkins, we trace the evolution of social media

Playing in the big leagues

Are you donning the right colours?

Market regulator SEBI’s colour code might be only for mutual fund schemes. But do these colours have larger implications for financial service brand

Take time to smell the flowers

This May Day you could give your electronic devices a day off. Some ad campaigns are exhorting us to do exactly that

Why the TV ad is an endangered species

Television advertising has many enemies beginning with the cap on airtime and eyes riveted on other digital screens. Will it survive?

Bank for the buck

If one thought crowdsourcing ideas endanger the advertising business, the Jan-Dhan Yojana ad campaign shows there is still hope for advertising

Seeking to ‘sensitise’ customers

Sensodyne raised awareness about tooth sensitivity and its treatment, creating a breakthrough brand in the process, says Charubala Seshadri of GSK Con