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Latest Articles in marketing and advertising

Why The Need To Pivot To Data For Publishers

For any digital publisher, keeping your audience and growing revenue is the Holy Grail. Google, YouTube, Facebook and Instagram contributed to 67 per cent of digital ad spend in Asia-Pacific in 2018, and 66 per cent worldwide. As Per reports, APAC will continue to lead global ad spend growth in 2019, contributing 42 per cent of the global increase and the dominance of Facebook and Google isn’t changing. Moreover, new threats seem to emerge daily, whether from Amazon or buzzy mobile-first players like ByteDance.

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Here's A Pro-Tip To Marketers: Be Sens(e)ible

The fascinating field of sensory marketing has much to contribute to businesses as well as consumers.

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Cannes Lions: The Problem Of Purpose

The marketing world is asking itself what its role is in people’s lives, and those failing to answer the poser aptly − and back it with the right action − stand to fade out of the big picture, writes BW Businessworld’s Noor Fathima Warsia

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Show The Real India To The World

Samsung’s #Indi-aReadyAction cam-paign seeks to break the stereotypes as-sociated with India by encouraging millen-nials to showcase their idea of India through unique videos

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Ad Infinitum: Running After A Dream

Sportswear brand Adidas India’s campaign ‘Always Running’ seeks to inspire people by bringing to life real stories of runners and running communities in Mumbai

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Indian Agencies Wins 6 Pencils At The One Show 2019

The One Show Green Pencil, recognizing the single most environmentally conscious creative work for the year, was awarded to BETC Paris for “Save Our Species” on behalf of Lacoste.

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Riding The Kumbh Fervour

Bajaj sought to make a connect with Kumbh pilgrims by introducing a service to ferry the elderly pilgrims called Platina Aaram Rath — these were Platina Comfortec 110 two-wheelers with especially fitted backrest

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Passion, Purpose, Play: Building A Successful Social Brand In 2019

It’s probably the hardest time for marketers to make an impact, ever. Torn between competing channels and buzzwords, fickle consumers, and contradictory marketing science, we have to navigate a world that challenges us to be faster, smarter, harder working and ultimately sell more. Nowhere is this harder than on social media. The average non-marketer has a similar experience.

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Making Tax Saving Fun

DSP Mutual Fund’s ad campaign Dramayana seeks to showcase its tax-saving product through a video series that features a quirky father-son duo who can show people how to make their lives better

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Out With The Old, In With The New

This year, I am determined to be part of the rarified 20 per cent who make good on their resolutions, writes Simon Kahn, CMO, Google APAC

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Social Forces Shaping Business In 2019

The start of a new year can be both an exciting and anxious time for business leaders. Understanding trends, anticipating shifts in consumer behaviour and responding appropriately poses a different level of challenge when you are based in a diverse region

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Getting Rid Of The E-waste

The E-waste Hum Le Jayenge campaign using the digital, social media and radio seeks to engage with people on how to dispose e-waste responsibly

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Celebrating Love That Is Rare

Platinum Days of Love’s campaign #LoveSoRare for its new season’s collection celebrates rare love with 30 digital films inspired by 30 designs

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Give Life To Others

Fortis’s latest ‘More to Give’ campaign seeks to communicate the emotional payoff for the donor by showing how he can live on in others

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Ad Infinitum: Cashless Joys

The TVCs featuring Dhoni and Pankaj Kapur seek to promote the everyday use of Mastercard by busting myths around digital payments

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