Business
IMPACT
THE ‘SWEDESHI' SPIN
Swedish furniture giant IKEA is all set to make its grand entry in India with its first store in Hyderabad this month and a store in Mumbai six months later. Ulf Smedberg, Country Marketing Manager, IKEA India talks to us about the brand’s marketing strategy for the country, and how it is embracing Indian culture in an attempt to connect with the often difficult-to-please Indian consumer
4 min |
July 8, 2018
IMPACT
'Why Did Mr Premji Ask Santosh About His Return Trip?'
In his latest book ‘SPONGE - Leadership Lessons I Learnt From My Clients’, brand strategist and ad veteran Ambi Parameswaran presents lessons learnt from his conversations with top rung advertisers, who are doyens of the corporate world. In this excerpt from the chapter ‘Value Quality Over Cost’, he tells us how Azim Premji of Wipro had a strong focus on cost control, what lessons one can learn from it, but also wonders whether extreme cost-control could run counter-productive to organisational culture
9 min |
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IMPACT
Times Internet's Second OTT Outing, With MX player - Here's What To Expect
It is a booming OTT market in India, and Times Internet which had exited the space in 2016 is planning a grand comeback, this time by acquiring a video playing app – MX player and launching it as an OTT platform in August. Karan Bedi, CEO, MX Player talks about that one big asset which MX player has that no other competitor in India be it Hotstar, Amazon Prime or Netflix possesses
3 min |
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IMPACT
#Putitonthetable, Baggit Style
Fashion accessory brand Baggit has chosen to tackle the subject of ‘mansplaining’ in its new TV commercial. Atul Garg, Head, Marketing, E-commerce and Visual Merchandising, Baggit India talks to us about the context of the campaign, and explains why the brand’s biggest advantage in a cluttered market lies in its products
5 min |
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IMPACT
The New CEOs
With new leaders at the helm of several Indian media and creative agencies, the spotlight is on improving the client-agency partnership, strategic thinking, planning and on scaling up to become future-ready
10+ min |
September 9, 2018
IMPACT
Big Ideas Matter
How shallow and short term commerciality is killing big ideas in Marketing
3 min |
September 9, 2018
IMPACT
Who Are PR Firms Racing With?
Taking on video, content marketing, social media management, creative work et al - once the exclusive domain of creative and digital agencies - PR agencies today compete not just with one another but creative and digital specialists too
10+ min |
September 16, 2018
IMPACT
TRAVELXP: Betting Big On 4KHD Technology
Travelxp, a travel channel from India, created with the vision of putting India on the global map, has now grown to reach 90 million homes worldwide. Prashant Chothani, Founder, CMD & CEO of Travelxp, talks to us about his vision for the channel, its international success and plans to expand its presence to 200 million homes globally by 2021
2 min |
September 16, 2018
IMPACT
‘Vichitra Jodis' Set To Add A New Dimension To Bigg Boss 12
New season of reality show Bigg Boss all set to premiere on Colors on September 16 at 9 pm, with Appy Fizz and Oppo as main sponsors
2 min |
September 16, 2018
IMPACT
Reimagining Corporate Communications
Ruhail Amin outlines how the sector has undergone a cultural and contextual shift to be more involved in brand-building and strategic communication over the years
4 min |
September 16, 2018
IMPACT
How To Build Global Brands From India
In this feature in our ongoing series on How to Build Global Brands from India, Neeraj Kanwar, Vice Chairman & MD, Apollo Tyres tells us how its superior quality products - tailor-made for each market- along with its various OEM, football and CSR associations make it an aspirational global brand
3 min |
September 23, 2018
IMPACT
‘Differentiated Content, Digital Prowess Key To BTVI'S Success'
Business Television India (BTVI) recently completed two years of operations. Megha Tata, Chief Operating Officer, BTVI, Siddharth Zarabi, Executive Editor, BTVI and Anuj Katiyar, Head of Marketing, Research and Branded Content tell us how the channel has grown to become one of the leaders in the English business news space
2 min |
September 23, 2018
IMPACT
‘India Is One Of The Only Four Focus Markets For Hershey Outside North America'
Global snacking giant Hershey is here for the long haul. Having expanded into three new categories in the last 24 months, Herjit Bhalla, Managing Director, Hershey India tells us how they plan to further increase their presence in the Indian market by focusing on launching differentiated products
5 min |
September 23, 2018
IMPACT
Making the Most of Summer Vacations
Summer has really changed a lot since you and I were kids.
3 min |
August 19, 2018
IMPACT
Blockchain: A Double Dose Of Trust For Brands
A lot is being researched and tooled to make Blockchain the boon of transparency in marketing and bring in higher verification for marketing dollars as well as increase much-needed justification for marketing spends.
3 min |
August 19, 2018
IMPACT
Blurring The Lines Between The CMO and CTO
With technology becoming an intrinsic part of marketing, AND CTO we explore how the relationship between marketing and technology teams have evolved, and how their synergy is increasing in media organizations.
6 min |
August 19, 2018
IMPACT
My Rediffusion Days…
Ambi Parameswaran harks back to the time in the late 1970s when he interned at Rediffusion and then joined the agency as a management trainee, in possibly the first ever management training programme in the Indian ad world
5 min |
August 19, 2018
IMPACT
Hyundai Is Just Another Competitor For Us
Kia Motors is one of those rare brands which released an advertising campaign a year before the launch of its first product in the Indian market. Manohar Bhat, Head- Sales & Marketing, Kia Motors India, tells about the company’s plans to enter India with a bang in 2019, and how the ad campaign has helped the brand.
4 min |
August 19, 2018
IMPACT
Looking At An Evolution Roadmap For The Next Decade…
The first years of Isobar were about being a digital marketing agency, and the future is about Isobar being an agency for the digital age, Shamsuddin Jasani, Group MD, Isobar-South Asia tells Venkata Susmita Biswas
6 min |
August 26, 2018
IMPACT
‘See the ROI from the media cost; also see the value coming from the agency'
‘See the ROI from the media cost; also see the value coming from the agency’
2 min |
August 26, 2018
IMPACT
How Travel Shaped My UX Design Career
We travel not to escape life, but to meet life in a different colour.
3 min |
August 5, 2018
IMPACT
More Power To You, Ram Sehgal!
When the Advertising Agencies Association of India awarded this year’s AAAI Lifetime Achievement Award to legendary adman Ram Sehgal last week, there was an outpouring of nostalgia and gratitude from many of his former colleagues whom he had mentored at Contract Advertising.
7 min |
August 5, 2018
IMPACT
We Want To Help People Achieve Their Life Goals
In its attempt at connecting with the younger audience, Bajaj Allianz Life Insurance has come up with a new brand proposition, calling itself the ‘enabler of life goals’. Chandramohan Mehra, CMO, Bajaj Allianz Life Insurance tells us about all that the brand is doing to reach out to this new TG and how Digital will be at the core of what it does.
5 min |
August 5, 2018
IMPACT
Twinning The Tv Plus Digital Way
PLUS DIGITAL WAY ‘Twinning’, the second AXN original themed around relatable fashion which was launched recently, has been showing strong traction in terms of early viewership numbers. Tushar Shah, Business Head, English Cluster, Sony BBC Earth and Sony AATH and Uday Sodhi, Business Head, Digital - Sony Pictures Networks India (SPN) tell us about the conceptualization of the show, as well as the convergence between Sony’s TV plus Digital platforms.
3 min |
November 11, 2018
IMPACT
Selling Instant Happiness
When Gits Food launched in 1963 with soups, people were alien to the concept of instant mixes and the brand had to launch a complete new range of products, to win over consumers. Sahil Gilani, Director, Sales and Marketing, Gits Food Products tells us how the category has grown since then and how the legacy brand is consistently upping its game, to stay relevant.
5 min |
November 11, 2018
IMPACT
The TRAI Effect
Long legal battle ends with Supreme Court upholding the Telecom Regulatory Authority of India (TRAI)’s new tariff order; but will it actually impact bottomlines in the broadcast sector?
5 min |
November 11, 2018
IMPACT
One More For The Dpos
Why did broadcasters choose to challenge the copyright implication rather than addressing basic issues thrown up by the TRAI tariff order?
3 min |
November 11, 2018
IMPACT
Why Athletes Make Good Brand Ambassadors
The stage is set for the women’s 400 meter event at the IAAF World U20 Championships. An 18-year-old sprinter dressed in blue walks up to the starting line. She takes her stance, and with nerves of steel strengthens her resolve. The starter pistol sounds and she goes flying into the wind. Precisely 51.46 seconds later, Hima Das has clinched a historic Gold win, becoming the first Indian track athlete to be a world champion.
2 min |
November 11, 2018
IMPACT
The ₹5000cr Mobile Marketing Opportunity
As smartphone ownership and mobile data usage grow in India, mobile ad spends are projected to grow by 63% in 2018 to reach Rs 3,635 crore. In this scenario, can marketers build brands solely on the mobile platform?
10 min |
December 2, 2018
IMPACT
‘We Want To Be The Fastest FMCG Brand To Reach Rs 500 Crore
Too Yumm!’s strategy of roping in Virat Kohli has helped it establish itself as a credible brand, says Anupam Bokey, CMO (FMCG), RP-Sanjiv Goenka Group. He tells us about the brand’s ambition of touching the magic figure of Rs 500 crore, and the strategy it’s employing to get there
6 min |