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Latest Articles in magazine 20 April 2021

Democratising Education

Observing that people wanted to learn online but did not necessarily have the infrastructure to do so, it opened its platform to educational institutions free of cost.

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The Real Modern Marketer

People were spending time on social media, flocking online for entertainment, shopping utilities, gaming and much more.

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“Connected Consumer Experience”

To create meaningful, personalised encounters and experiences, we will have to understand and trigger the right action, at right point, to a right user and this is where standard algorithms will be challenged, giving rise to the need for ma- chine learning and contextual artificial intelligence.

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A Seat On The Leader’s Table

Naair is a firm believer in the vision of the future where marketers and businesses will align from a data perspective.

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Learning In A Well Rounded Way

Byju’s has always roped in celebrities ranging from Shah Rukh Khan and Mahesh Babu, as was seen in 2019 to signing on Kannada Superstar Sudeep Sanjeev to launch its first television ad- campaign in Kannada.

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“Always-On Learning Mindset”

In this interview with BW Businessworld, Mathur asserts that truly leveraging the power of digital, requires looking beyond the fads and focusing on the outcome.

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Keeping The Community Engaged

Britannia NutriChoice put forth its philosophy ‘Power of a Good Choice’ with the campaign ‘Good Choices can happen at home too’, which sourced real feedback from its consumers on the choices they were making to stay fit at home.

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“All C-Suite Executives Need To Be Marketing”

MTR Foods’ Sunay Bhasin is a firm believer that the current times call for “collaborating and driving a company’s growth agenda together”. In this chat with BW Businessworld, he states that not only the CEO and the CMO must partner to co-own the growth agenda, but that all C-suite executives need to be marketing officers, focusing on customer centricity. Excerpts:

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Time Precious Nutrition Seekers

Kellogg’s launched an all-digital user-generated content campaign ‘#PassTheBowl’ to exhort consumers to start their day with a bowl of breakfast even.

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“Think Win- Win, At Home And At Work”

As India became more hygiene conscious in 2020, RB Hygiene had one of its busiest years ever. This made the brand to think the big picture, becoming more relevant to consumers, and staying true to its purpose, explains the CMO & Marketing Director of RB Hygiene South Asia, Sukhleen Aneja, in this confab with BW Businessworld. Excerpts:

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“Foster Creative Excellence”

Sudhanshu Nagpal, the Associate Director (Biscuits) at Mondelez India, comes from the school of thought that irrespective the unprecedented speed of changes, the basic tenets of marketing and brand building have remained constant.

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“As Marketers, We Are In A Golden Era”

The year gone by for ITC, across its several product categories, has been about continually gauging new consumer opportunities and innovating to bridge market gaps. In this reality, the role of marketing that leverages the new, while still strengthening the fundamentals, makes it more critical than ever for businesses, argues Shuvadip Banerjee, Vice President, Marketing Services, ITC.

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“The Inclusivity Agenda”

The Covid-19 crisis saw Brooke Bond Red Label emphasising on the impor tance of compassion during difficult times. Extending the brand’s on-going campaign ‘Taste of Togetherness’, the ad talked about the passive hostility that had become prevalent during the pandemic.

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The Smile Spreading Business

Perfetti’s careful approach allowed it to resume marketing activities mid- year, and be on television for its product launches.

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“Creating Consumer Experiences”

The marketing function has been disrupted by the consumer adopting a digital life faster than marketers have learned digital marketing.

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