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Latest Articles in magazine 20 April 2021

Take A Position

DLF was faced with challenges of its own in the crisis-led economic downturn of 2020. In this time, the brand sought to be specific in the audience it reached out to, and the message it took forward.

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New Beginnings

This new creative platform cuts across cultures and is a simple articulation of living boldly and making the most of every moment. We wanted to fuel our iconic status even further.

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A Heady Cocktail Of Success

Growth numbers in India were a challenge for most alcohol companies in 2020 but India continues to be an important market for Diageo. C

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The Long Game

The evolving attitude towards alcohol consumption, particularly amongst youth, working women and other urban population, is an area that keeps it bullish.

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“Marketer Cannot Be Lazy”

Marketing automation will stay in focus, but its coverage and definition are set to evolve from inducing to transforming the customer journey.

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The Divergent

As creativity in India raises debates on the right approach, Marshan reminds that a marketer shoulders responsibility both to his brand and to society, which remain essential, irrespective the changing dynamics.

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“Build For Volatility”

The role of marketing has grown beyond its conventional definition. It has evolved and widened to offer continuous and ongoing sup- port through- out the customer lifecycle, rather than just sporadic interventions at key lifecycle stages.

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“Meet New People Often”

The ecosystem evolution, that now includes agencies, content creators, influencers, plat- forms and more, along with the advent of digital, has made it an imperative for a marketer to understand, adopt and partner with varied partners, tech tools and processes.

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“Be A Customer Champion”

The person is empowered to ensure that the company rallies around all relevant stakeholders, internal and external, as one, to convert insights to experiences that deliver and delight, across all touchpoints.

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A Record Growth

Tata Motors continued its association for the fourth consecutive year with the IPL, giving the brand another big push, and in all, placing it firmly among BW Top 50 Marketers 2021.

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The Flat India

Citing the Royal Enfield example here, he notes, “Our brand purpose is to encourage, enable and kickstart the active and lifelong pursuit of exploration. We promote riding at every level. We call it ride, ride more and ride pure.”

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Cautious Optimism

Data and analytics were put to work not only for marketing metrics, brand salience and consideration but also for predictive modelling and to bring a single view of the consumer.

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“Little Bit Marketing In Everything”

Consistent feedback from the consumers and analysis of the behaviour has become crucial, and with digital channels, marketers have the liberty to fine-tune marketing messages based on observed behaviour.

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Resilience Of The Community

This online interface was supported by backend operations that included preparation of cars to the documentation process, done in a “transparent manner”.

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The High Roller

The auto industry saw a massive change last year, when the zero-sales April month was followed by massive growth numbers in October, November and December quarter, personal mobility being a substantial contributor in this shift.

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