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Latest Articles in marketing and advertising

How Nestlé Is Participating In The Startup Ecosystem

In a bid to bring disruptive tech and innovation in house, Nestlé India has opened up its channels to collaborate and work with startups to solve business and brand problems

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Re-inventing Brand Nat Geo For 21st Century

Declan Moore, CEO of National Geographic Partners, an expanded joint venture between 21st Century Fox and the National Geographic Society, speaks about the brand’s latest rebranding exercise across its global media platforms and its plans for the India market

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Time For Greater Collaboration

In an exclusive interview with BW Businesssworld’s Ruhail Amin, Oracle Marketing Cloud’s marketing transformation & strategy director Wendy Hogan spoke about the need to build complementary relationships between customer data and the potential challenges facing future marketers and more

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The Right To Last Rites

In the last few years, advertising has taken the lead in promoting the evolving role of women in the society. From showcasing a homemaker mother in distress over cleaning clothes; to insisting on husbands sharing the load, to showing a professional woman as the husband’s boss at work; we have come a long way

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We Sell A Better Place and Life In Our Ads

Chairman & chief creative officer of BBDO India, Josy Paul, talks about his idea of advertising, and why he hates the word 'creativity'

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Top Tech Trends That Can Work Here Too

The tech on offer at the Consumer Electronics Show 2017, which took place in Las Vegas in January ’17, was severely criticised for being very West-centric. But Steve Blakeman does not agree. He believes all of the key trends witnessed in Las Vegas can work just as well in markets

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Leveraging Brand Licensing To Enter New Market Segments

Building new brands requires a significant amount of time and investment and the efforts may not always be successful

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Marketing And Advertising: Trim Away The Unwanted

Brands in India — both domestic and international — are constantly trying new ways to capture the attention of the large youth population in the country

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A Guide To Marketing To Millennials In India

One group that is now extremely important to brands are millennials, those born between the early 1980s and the turn of the century

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10 Consumer Trends For 2017

With digital adoption rising across the country, awareness among consumers is also on the rise. After the Maggi ban in 2015, consumers are now more cautious about the food they eat and the products they use — looking for more natural and healthy options. Market research firm Kantar IMRB’s consumer predictions for 2017 highlights the need for marketers to reinvent their strategies to reach out to new-age consumers

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They Say ‘Data Is The New Oil’

As cliché as this statement is about to become, it is imperative to understand where marketing and branding stand in a data-driven world…

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'We Are Living The Future Of Yesterday, Right Now'

Relevance of brand is very important when content marketing is talked about, says Tripti Lochan, CEO, VML (India & SE Asia)

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The Hole Truth Of Marketing

Does a person buy a Rolex to know the time? An upwardly mobile millennial buys a BMW to get from point A to point B? An industrialist buys a Mont Blanc pen to write? The answers are obvious: all these objects are clearly 'drills'

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Turning AR-VR Mainstream

2016 was the year when people globally went searching for Pokemon Go. The game brought augmented reality to the forefront and with it, hosts of opportunities for brands and marketers. Virtual reality, too, got immense traction with the launch of 360 degree videos. In the coming years, developments in AR and VR will offer viable means to brands to engage with their consumers in an even more interactive and immersive way

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AD Infinitum: Keep Your Head Load Free

In Bajaj Almond Drops Hair Oil’s latest television commercial from the ‘Load Mat Lo’ campaign, actress Parineeti Chopra urges audience to take ‘no load’, literally. The ad highlights the weightlessness of Bajaj’s Almond Hair Oil, compared to other sticky coconut hair oils in the market that feel ‘like a big load’ on the head

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