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THE SIGN OF THINGS Soap wars: New narrative

Soap wars: New narrative

Sebamed could catalyse the growth of a new ‘no harm’ segment

Trendspotting Who moved my cottage cheese?

Who moved my cottage cheese?

Paneer, once alien to the South, has found a lucrative market in Chennai

DIGITAL INFLUENCE Content creators mean business

Content creators mean business

Social media influencers are flipping the rules by first getting followers and then launching products and services

On the Campaign Trail The heart of the matter

The heart of the matter

For Fortune, a brand celebrating its 20th anniversary, it was a rude shock to become the butt of social media ridicule last week.Cricketer Sourav ...

Detecting ad fraud

Com Olho, a cloud-based machine learning platform, has become the country’s first company to receive a patent for advertising fraud detection.Industry ...

Nuggets A better normal

A better normal

The annual Consumer Electronics Show, better known as CES, which flags off on January 11, is a place to catch not just new technology but also new ...

The Curious Marketer Greetings season

Greetings season

How marketers can use the traditional exchange of festive wishes meaningfully

Young Brands A business that stops to smell the roses

A business that stops to smell the roses

Slow Network, promoted by journalist-lyricist Neelesh Misra, pushes rural products and experiences

Digital Marketing Ad spends migrate online, but are brands digital-ready?

Ad spends migrate online, but are brands digital-ready?

Digital is becoming dominant media, but are companies and their ad agencies transforming fast enough to make a splash

Ad Outlook: It’s a digital show in 2021, too

Agencies are optimistic that ad volumes and spend will rebound

Nuggets 2021’s colour code

In 2020, the Pantone Color Institute chose Classic Blue as the hue of the year. “Classic blue is a reassuring presence, instilling calm confidence and ...

NUGGETS Facebook’s picks

A growing interest in gardening, the creeping in of a casual culture and a rise in home renovations — these are three consumer shifts that catch the ...

On the campaign trail Adieu 2020, Hello 2021

The turn of the year is a great opportunity for brands to put their best feet forward and showcase achievements and resolutions. Two end-of-the-year ...

Creative Corner The art of being brilliant within parameters

2020 ambushed and battered agencies — but advertising kept audiences engaged

Young Brands Men’s socks step out in quirky colours

When tech meets fashion, it can knock your socks off

The Curious Marketer A year of anxiety, lined with hope

Defined by worry, 2020 also threw up newer consumer needs and, in turn, marketing opportunities

trend spotting The big surge by small brands

How young businesses grabbed shelf and mind space during the pandemic

On the Campaign Trail

Burger loveA year after withdrawing it, McDonald’s India re-introduced the Chicken McGrill last month after a social media petition triggered a ...

Agency Watch Magic happens when digital biz meets advertising

Wondrlab founder Saurabh Varma explains why and how his business will be driven by tech platforms

Nuggets: Come Again?

Earlier this month, with much excitement Mondelez announced an evolution of its global marketing strategy with a concept called “humaning”. “We are no ...

Creative Corner Piyush’s new book in Pandeymic times

Advertising veteran Piyush Pandey, whose clever lines have won him awards galore, especially for his work for Fevikwik, is writing a book again, six ...

Digital Trends Digital trends: Meme marketing for more shares and likes

Brands, especially the young digital ones, are taking this route but not all can make it work

IPL Viewership Game: Did Bihar polls stump the finals?

Even as broadcasters and webcasters were tom-tomming the unprecedented viewership of Indian Premier League 2020, early estimates suggest that ...

Campaign Trail IPL advertising: The good, the bad and the strange

Mumbai Indians hit it out of the park in IPL 2020, CSK disappointed while Delhi Capitals showed great promise but did not live up to ...

The Curious Marketer Scaling new peaks of consumer delight

In the new normal, brands will need to re-create ‘peak moments’ that enhance shoppers’ affection

Nuggets | Diwali sparklers

What’s trendingA quick scan of social media hashtags indicates what’s on the mind of Diwali shoppers. On Facebook, more than four million people have ...

retail report The E versus F battle — that’s the new selling game

‘Federated-commerce’ will grow faster than e-commerce post Covid, feels ShopX’s Amit Sharma

Apparel marketing Indian Terrain gets the Seal of Sustainability

The Fairtrade stamp on its clothing range will appeal to consumers who shop their values

Say it in Tamil, on Amazon site or app

In a bid to break the language barrier for micro small and medium enterprises (MSMEs) as well as shops and retailers in Tamil Nadu, Amazon has ...

Brand Analysis Looking at the Congress through a brand lens

Assessing the party on differentiation, relevance, esteem and knowledge reveals useful insights

Nugget On the campaign trail

A quick scan of new ad campaigns released recently seems to show a preponderance of cricket — either starring cricketers or using vocabulary from the ...