CATEGORIES

‘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 mins read
IMPACT
December 23, 2019

The Fault In Their Stars

Some celebrities endorse as many as 25 different brands – do they manage to make every product stand out as brand ambassador, or is there a sense of celebrity fatigue?

10+ mins read
IMPACT
December 23, 2019

How My Dog Taught Me To Run A Successful Business

I’ve learnt from Logan, that it’s not about the amount of time I’m spending with my team or clients - it’s about the quality of attention that I am giving them when I’m with them.

1 min read
IMPACT
December 23, 2019

Television - Ruled By Polls, Cricket And New Tariff Regime

The year 2019 promises to be an action-packed year for the Indian broadcast industry, not just because of the impending General Elections but also because of big-ticket sporting events like IPL which will be followed by the Cricket World Cup. While being bullish about the year ahead, industry leaders are also waiting and watching, as the new Telecom Regulatory Authority of India (TRAI) tariff regime gets implemented on February 1. A lot of how the industry performs will depend on the consumer’s uptake and reaction to the new regime.

2 mins read
IMPACT
January 20, 2019

Sweetening The Consumer Connect

Providing the right foundation to the brands Snickers, Doublemint and M&M, Yogesh Tewari, Director Marketing and Customer Marketing, Mars Wrigley Confectionery India talks about how he is steering these brands in the Indian confectionery market.

5 mins read
IMPACT
January 13, 2019

TRAI Regime: Trail By Fire?

As broadcasters come out with individual value packs to woo consumers before the TRAI tariff regime comes into effect from Feb 1, we analyse the scenario for all stakeholders and find that consumer behaviour will finally determine how the order is implemented in the months ahead

10 mins read
IMPACT
January 13, 2019

The Impact Trends Report 2019

The year 2018 turned out to be quite an eventful year for the Indian Media, Marketing and Advertising industry. Across domains, the upcoming General Elections as well as top cricketing properties during the year are expected to fuel a surge of advertising.

3 mins read
IMPACT
January 20, 2019

Print - Renovate, Recalibrate, Sustain!

With better operational profitability and focus on digital content, the year 2019 promises to be an innovative year where the industry will recalibrate itself to create a sustainable path for the future

2 mins read
IMPACT
January 20, 2019

PR - Driving Real Business Impact In 2019

The Public Relations (PR) industry is all set for an interesting year in India, with the General Elections coming up along with the cricket World Cup. Factors such as increased investment across public and private sectors and increased consumer buying power have played a role in driving double-digit growth in the PR industry over the past few years. In 2019, PR is expected to maintain a consistent, double-digit growth rate as it works to drive real business impact

3 mins read
IMPACT
January 20, 2019

Media Agencies - Data, Content And OTT Will Be Key In 2019

With the ICC World Cup, Indian Premier League (IPL) and the General Elections lined up, media agency leaders believe 2019 looks very promising. It could be a landmark year for the industry, which will see the rise of personalized advertising, greater mobile ad spends, video and other content in regional languages and proliferation of all OTT platforms. Measurement will also be key, as marketers and agencies will constantly be challenged with fluidity in measurement and distribution. Therefore, managing unpredictability and change will be key to surviving 2019.

2 mins read
IMPACT
January 20, 2019

Digital Of Voice, Video And Vernacular

With India expected to have over 620 million Internet users by 2019, Digital advertising is expected to witness record growth across sectors. Some of the key trends driving Digital this year will be regional content marketing, the rise of OTT and video, increased usage of AI and machine learning, voice search, increased usage of programmatic and the birth of new social media influencers

3 mins read
IMPACT
January 20, 2019

Connecting The Dots Of Destined Paths

The word ‘uncertainty’ is probably the best way to define my journey of starting my venture.

2 mins read
IMPACT
January 13, 2019

Fashioning Choices For The Young At Heart

Ten-year-old brand fbb has been delighting audiences – both with its wide range of fashion offerings, as well as its vibrant and bold advertising. Prachi Mohapatra, Chief Marketing Officer, fbb tells us about what the brand is doing to stay relevant to consumers of all ages.

4 mins read
IMPACT
January 06, 2019

The Age Of Hunkvertising

In all honesty, can men really be the subject of objectification? The general public views men as ‘handsome’ or ‘smart’, but let’s look deeper.

2 mins read
IMPACT
January 06, 2019

Ads That Made It Big In 2018

As the year draws to an end, we pick up some of the biggest trends in the advertising industry in 2018 and also bring you a list of the ads that made an impact with their powerful, sensitive, impactful or humorous story-telling.

6 mins read
IMPACT
January 06, 2019

‘We Are Not In The Business Of Launching Me-Too Products'

From the ‘I Love You Rasna’ advertising campaigns to the all-natural Native Haat product line, the much-loved brand Rasna has had quite a journey.Piruz Khambatta, Chairman and Managing Director, Rasna, tells us about how the brand has stayed strong in a competitive category by offering a diverse product line that has something for every consumer

5 mins read
IMPACT
December 15, 2018

The Internet Evangelist

Rajan Anandan, VP, South East Asia & India, Google is IMPACT Person of the Year 2018 for being a dynamic leader in India’s digital ecosystem, accelerating innovation, growing Internet adoption, enabling vernacular language access of the Internet and making ‘Internet for every Indian’ his mission

10+ mins read
IMPACT
December 15, 2018

Piyush Pandey Hits The Ball Out Of The Park!

As the legendary adman gets set to take on his role as Global Chief Creative Officer, Ogilvy in January, 2019 – the first such role for an Indian - industry leaders, colleagues and competitors have nothing but words of high praise and pride

2 mins read
IMPACT
December 15, 2018

Lessons In Leadership

A perfect leader is someone who leads others in a progressive direction.

2 mins read
IMPACT
December 15, 2018

Driving Differentiation Through Familiarity

Philips has been present in India for over 80 years now and it’s the brand’s continuous efforts at understanding the consumer’s needs and innovating that has helped it stay relevant over the years, statesGulbahar Taurani, Marketing Director, Philips Personal Health, Indian Subcontinent

5 mins read
IMPACT
December 15, 2018

To Get The Next Billion Users Online, You Have To Culturally Understand Them

Virendra Gupta, Founder & CEO of Dailyhunt, who was awarded the exchange4mediaInfluencer of the Year award for his pioneering efforts to build a local language content platform on mobile, talks about the company’s aim to grow its user base to 250 million by June 2019, giving the tech giants Facebook and Google a “run for their money”, as well as investing in adtech to build a platform that benefits advertisers.

6 mins read
IMPACT
December 2, 2018

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 mins read
IMPACT
December 2, 2018

The Chatbot Conundrum

Marketers must answer fundamental questions related to effective usage of chatbots, even as they emerge as keyplatforms for customer communication.

3 mins read
IMPACT
December 2, 2018

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 mins read
IMPACT
November 11, 2018

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 mins read
IMPACT
November 11, 2018

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 mins read
IMPACT
November 11, 2018

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 mins read
IMPACT
November 11, 2018

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 mins read
IMPACT
November 11, 2018

Mondelez Hits A Sweet Spot With New R&d Hub @Thane

Set up with an investment of $15 million, the global Research, Development and Quality Technical centre is the 10th such facility across the world for the company, and the first in India.

2 mins read
IMPACT
November 11, 2018

How Companies Are Making Safer Workplace For Women?

As the entire country reels under the second wave of the #MeToo revelations, and many high-profile men in the media and advertising industry face allegations of gross sexual misconduct, we seek to find out what companies are doing to address the issue and make women feel safer.

9 mins read
IMPACT
October 21, 2018

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