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Shubhi Tandon

The author is special correspondent at Digital Market Asia, is fascinated by the evolving digital media industry, and has focussed on tracking developments in the field in Asia Pacific.

Latest Articles By Shubhi Tandon

Brands Need A TV + Mobile Video Strategy

Shubhi Tandon

With TV viewing habits of consumers having evolved, mobile provides stiff competition to television as a medium for reaching out to consumers. According to an emarketer study from 2016, young adults in India spend 2.21 hours per day on the mobile — time that comes off the traditional media pie. May Seow, Global Story Director at Facebook Creative Shop, chats with Shubhi Tandon about why brands should look at mobile as a standalone medium

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Putting Health Before Money

Shubhi Tandon

ICICI’s Prudential Life’s latest TV commercial hopes to touch the sentimental side of its viewers through a beautiful woven story on winning over a life-threatening disease by being prepared

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Riding The Women’s Freedom Wave

Shubhi Tandon

While the advertising industry is making strides in showing the evolving role of women with the likes of the ‘Share The Load’ campaign, India still has a long way to go, as the new Bajaj Avenger campaign shows

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M&A: MP Just Got More Interesting

Shubhi Tandon

The ad film — conceptualised by MP Tourism’s agency, Ogilvy & Mather, and produced by Ransom Films — features a series of watercolour paintings that showcase the activities held at the festival with a playback song sung by kids

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Mission: Clean Air For All

Shubhi Tandon

The campaign titled ‘Hawa Badlo’ — conceptualised by GAIL’s creative agency Handyyman — is in line with the brand’s commitment to improve air quality with collective societal effort under its Swachh Air Mission initiative

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Demystifying ‘ADC’ Of Marketing

Shubhi Tandon

As brands play catch up with consumers, the need of the hour is to engage in a two-way conversation with them using the three weapons in a marketer’s arsenal — Artificial Intelligence, Data and Content

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We Need To Shift Focus To Business Driven Security: Rohit Ghai, President, RSA Security

Shubhi Tandon

RSA Security’s President Rohit Ghai emphasized in his keynote session at the company’s conference in Singapore that the need of the hour for cyber security is to look at business driven strategies

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M&A Analysis: Waging A War Against Bad Advertisements

Shubhi Tandon

Digital’s dawn is finally here as, according to various industry forecasts, it is all set to overtake television in global share of ad spend in 2018. However, while digital has been growing, this year has also seen the conversation for digital move towards demands for more accountability and transparency in the medium from brand owners

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Mobile Ad Spend To Cross $100-Bn Mark Globally In 2017

Shubhi Tandon

Advertising revenue is expected to grow 3.7 per cent globally in 2017 to $504 billion, according to the latest MAGNA forecast on global advertising. Indian media owners’ advertising sales will grow 11.5 per cent, a little below the earlier forecast by MAGNA (13.5 per cent) but in line with last year’s growth (11.8 per cent)

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A Teacup And A Storm

Shubhi Tandon

Tata Tea has tied up with social activist Ranjana Kumari and Olympic medallist Dipa Karmakar as the brand ambassadors of the campaign for the issues of women safety and sports encouragement, respectively

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