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Latest Articles in marketing and advertising

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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India Is Very Important For Red Hat: Tim Yeaton, Global EVP & CMO

Red Hat’s Tim Yeaton, Global EVP and CMO shares with BW Businessworld’s Shubhi Tandon on how they market themselves and their India plans

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Connecting The Dots, Connecting The Data

Through cloud, businesses can tear down silos so that more customer data is collected and sharedage

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Ikea Enters The Playing Field

The campaign is a series of short films in which some iconic Ikea products speak and express their personality

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AD Infinitum: Add Thrill To Life

Apollo Tyres’ TVC for its two-wheeler radial tyres Apollo Alpha is tar­geted at biking enthusi­asts who love the thrill of riding care-free in their high-performance bikes

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Analysis: The Growing Trust Deficit

Advertisers and agencies have a complicated relationship, and trust makes a key part of it. However, in recent years, there has been a decline in the trust that an advertiser has in its agency partners. Only 10 per cent of advertisers globally trust their agency partners, according to a recent survey by ID Comms

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Niine Sanitary Napkins Says #LetsTalkPeriods In New Spot

Niine Sanitary Napkins is on a mission to change the mind set of the people and strongly believes that it is important for a family to embrace and accept it as a normal occurrence for a girl or a woman in their family

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