Sarmistha Neogy
sarmistha.neogy@exchange4media.com
@Sarmistha Neogy
Authors
Uber India, Radio One, Hike, Benetton, Reliance Jio board the Bieber brand wagon
A look at how brands are engaging online with their audiences as they try to leverage Justin Bieber’s maiden India concert
Vodafone's elderly couple Vs Airtel's kids: Telecom operators put the cute appeal to test
The two telecom giants return to the combat zone with their new 360-degree campaigns as they compete for brand recall, consumers
Prega News' Mother's Day campaign urges corporates to pause and think
The campaign ‘Your Second Home’ has been conceptualized and executed by ADK Fortune
Pulse candy's maiden TVC gets 18.5 million views across social media platforms
The campaign conceptualized by J.Walter Thompson talks about the extent to which people can go to lay their hands on their favourite Pulse candy
Sumit Singhal, VP, Planning & Strategy at NDTV quits after 8 years
Before joining NDTV, he was the Dean and Head of Training at International school of Media Studies
Ralson India scouts for a creative agency
Presently the account is being handled by Triton Communication
Asian Paints Ultima Protek’s humorous ad with Ranbir Kapoor gets 1 million views on YouTube
O&M took a refreshing stance to highlight the qualities of the paint, through a romantic musical drama where Kapoor is seen as a classical singer
From advertising to entrepreneurship, a sneak-peek at upcoming agencies launched by ad veterans
The biggest news of 2016 in the advertising domain was when R. Balki stepped down from his position of Group Chairman of Mullen Lowe Lintas
As traffic & sales pick up, Snapdeal, Amazon, Flipkart and others ramp up ad spends
According to RedSeer Consulting, the sales by players in this category were higher in December versus November by nearly 20 per cent
8 brand endorsers who made news in 2016
Pierce Brosnan, MS Dhoni, Ranveer Singh, Aamir Khan, PM Modi, Salman Khan made news last year for their endorsements
Subhadeep Dawn joins Contract Bangalore as Creative Group Head
Earlier to this, he was working as the Creative Supervisor at DDB Mudra, Kolkata
How should e-commerce players tweak their communication strategy in 2017?
We spoke to advertising & branding experts to understand, if communication in the e-commerce space in 2016, helped to build brands or was it only discount led...
Rewind 2016: The year of controversies around celebrities endorsing pan masala brands
From Pierce Brosnan appearing in a Pan Bahar ad, ASCI forming guidelines on pan masala ads to Bollywood stars being served notices for endorsing products belonging to these categories, 2016 was nothing short of controversial for pan masala brands
Rewind 2016: Increased ad spends & bang-on marketing strategies help Chinese handset makers gain market share
From getting celebrities as their brand ambassadors, associating with big ticket events & allocating huge marketing spends, Chinese handset manufacturers ruled the roost this year
Rewind 2016:Ad campaigns that courted social media backlash this year
Brands like Ola, Havells, Jack & Jones and Paytm came under social media scanner because of their controversial or ‘sexist’ creatives
Had demonetisation not happened, we would have grown triple digits: Manish Porwal, Alchemist
Porwal on how the year was for Alchemist, challenges faced because of demonetisation, clients acquired, leadership change and celebrity endorsers
Nirma Advance's latest ad featuring Hrithik Roshan gets 1.3 mn views on YouTube in 2 days
The ad conceptualised by Purnima Advertising was trending on Twitter on Wednesday
We have been growing triple-digit while landscape has been mostly flat or negative: Amit Agarwal, Amazon India
Post demonetisation, Amazon India had stopped their COD service for 48 hrs to allow the logistics team to stabilise their operation and adjust dealing with new notes
Paytm, FreeCharge & MobiKwik get aggressive on market share post demonetisation
So while Paytm has been the most aggressive of the lot, the others like FreeCharge & MobiKwik are also trying their best to milk the most in this situation
Ongoing wedding season has evened out the impact of demonetisation on sales: Suparna Mitra, Titan
Sonata watches has recently unveiled their latest safety watch called ACT- specially designed for women
Single-screen biz down by 20-25% post demonetisation, Befikre goes for only-multiplex release
On the other hand, multiplexes witness growth, as more and more customers opt for online booking mediums
Airtel brings back 'Har Ek Friend Zaroori Hota Hain' campaign to promote
The ‘Har Ek Friend Zaroori Hota Hain’ campaign was first released in 2011 and it was the agency’s first piece of communication made for Airtel
From luring customers via discounts, reintroducing COD, restocking, hiring manpower, e-comm players are back in action!
E-commerce companies have devised fresh strategies to bounce back after a dip of almost 30 per cent in the online sales, post demonetisation. From increasing discounts and running exclusive cashless sale offers
Post demonetisation, e-wallet cos go on hiring spree to meet surge in demand & competition
MobiKwik, Paytm, FreeCharge to hire fresh talent from India’s best colleges in the coming placement season
GECs incorporate demonetisation track to stay topical, educate consumers & grab eyeballs
&TV’s ‘Bhabiji Ghar Par Hain’, ‘Taarak Mehta Ka Ooltah Chashmah’ and ‘Chidiya Ghar’ on Sab TV have integrated demonetisation in their tracks
Single-screen theatres face the brunt of demonetisation while online players woo multiplex customers
Will Shah Rukh Khan’s ‘Dear Zindagi’, which releases today, also face the heat of demonetisation?
Demonetisation Blues for the Retail sector,brands offer incentives to fight drop in sales
Inspite of brands adding extra incentives for people to use more of cards and e-wallets, there is currently a cash crunch situation in the market
Mannequin fever grabs international ad agencies; India still to latch on to the craze
The new craze is yet to pick up in India, with only the lifestyle and hospitality brands going for it till now. Brands like Pantaloons, Vogue, Red FM, Radio One, Yes Bank, JW Marriott Juhu and Sahar have picked up the challenge
Rs 350 crore plus spent on marketing this year; spends will be higher next year: Vivek Zhang, Vivo India
The brand has planned an aggressive marketing strategy to promote their newly launched V5 selfie-focussed smartphone in India
Mobile-wallet companies encash on cash crunch situation through aggressive marketing
Paytm, FreeCharge, MobiKwik, Ola Money see spurt in user base, traffic and merchant enquiries
Paytm, MobiKwik, Bluestone, Big Bazaar and Zomato encash on PM Modi’s surgical strike on black money
Modi yesterday announced demonetisation of Rs 1000 and Rs 500 notes, making these notes invalid
Brands take a different route to cut through clutter by getting unusual brand ambassadors
We spoke to digital and branding experts to understand the pros and cons of using these unconventional faces to endorse brands
Amazon India's new ad with Konkona Sen Sharma takes forward 'AdjustNoMore' proposition
The current spot is expected to run for another month which will then get followed with another relationship story
The entry of IKEA will be good for the category, whether it will be good for us, we don’t know: Sanjay Gupta, Urban Ladder
Urban Ladder has announced plans to open offline stores and also list on e-commerce portals such as Flipkart and Amazon
Flipkart, Amazon, Snapdeal kick-start Round 3 of Diwali sales with aggressive marketing
Though the festive marketing spends are lesser in proportion to the previous year, but media planners expect that the momentum will continue till Christmas
Reliance Fresh Diwali campaign goes viral, crosses 3 million views in 48 hours
Campaign, conceptualised by Utopeia, is based on the theme of doing something good for others and bringing a smile to their face
Wrigley India takes a crack at Rs 250 crore mint market
Wrigley has launched a 360 degree campaign to mark the entry of their brand into the mints space in India with Doublemint
OnePlus campaign lights up social media this Diwali; Surf Excel, Tanishq, Big Bazaar also in race
Maintaining the emotional tonality, the video has seamlessly integrated the feature of the phone in the four-minute long video
The genius that is KV Sridhar: 10 things you would want to know about Pops
Pops recently stepped down as the Chief Creative Officer from SapientNitro after two years
Pan Bahar kicks up a storm on surrogate advertising
A week ago, both the actor as well as the creative got trolled heavily on social media with people pointing out the health risk concerns involved with the product
Max Fashion allocates Rs 10 crore for five-week long campaign, releases first
Jiten Mahendra of Max Fashion spoke about the campaign conceptualised by JWT, marketing mediums, target audience, reach of the brand, competition scenario and key challenges in this category
Festive discount war gets Snapdeal, Amazon & Flipkart on top spenders list on TV: BARC
Snapdeal which had entered the BARC top advertisers list last week, slipped from the third spot to the sixth place for week 40 with 19,143 insertions
TV is the lead medium for us as print is frightfully expensive on CPT: Jitin Paul, Bharti AXA Life Insurance
The two videos under the campaign ‘DaroNahiKaro’ revolves around relationships and aims at motivating people to live a stress-free life
Bond of Pan Masalas falls flat with Pierce Brosnan creative
Following a furore on social media, the brand came out with a statement saying that there is lack of awareness about the product Pan Bahar which has no nicotine or tobacco
We've changed the way people move around in cities. Ashwin Dias, GM, Uber India
Cab service provider Uber finally launches India brand campaign that shows daily life of its drivers and passengers
How a logo change can impact a brand's identity and fortunes?
Logo change might involve heavy budgets but it’s what brand owners want if it will guarantee customer loyalty
Asian Paints, Nerolac & Dulux Weathershield get aggressive this festive season
Popular strategies vary from using celebrities as brand ambassadors, relying on humour, educating consumers on paint as a category and others
Snapdeal, Flipkart, Amazon kickstart high-intensity advertising ahead of festive discount war
The fact that these three players will have their respective sale offers running during the same time, it is expected that we will witness more media blitzkrieg, including front page jacket wars and taking potshots at each other’s creative while the sale is on
Tata Sky earmarks Rs 40 crore for big-scale festive campaign featuring Amitabh Bachchan
According to reports, the estimated spends to promote the campaign conceptualised by Ogilvy & Mather is around Rs 40 crore in the next 5-6 weeks
GO Cheese to spend Rs 2 Crore for new campaign in October
The objective of the campaign conceptualised by J. Walter Thompson is to target the secondary audience- Kids
Will Channel V's latest repositioning guarantee more viewership and better connect with the youth?
The channel has recently changed their strategy to become a 24-hour music channel, from a youth general entertainment channel
Tanishq's Mia raises a toast to women fighting prejudices inherent in workplaces
The campaign has garnered more than 2 lakh views on YouTube and shared more than 3,000 times on Facebook in the last three days
ASCI Board has very little role in determining whether an ad is offending or not: Srinivasan K Swamy
In a quick chat, Srinivasan K Swamy, Chairman & Managing Director, RK Swamy spoke of his plan of action as Chairman of the Board of The Advertising Standards Council of India, the current challenges in his new role and more...
Apple iPhone 7 brand film goes viral; clocks 3.5 million views in a single day
Both iPhone 7 and iPhone 7 Plus will go on sale in India on October 7 this year
E-commerce looks for an exciting H2’16 as festive season kicks in
Snapdeal has allocated more than Rs 200 crore on a 360 degree marketing campaign over the next 60-days
We aim to increase our market share from 10% to 15% over next three years:
In order to promote the latest range, an Indian version of the ‘Champion song’ and TVCs will be launched
Airtel, Vodafone or Idea: Who wins the 4G communication battle?
While Airtel launched their 4G campaign with Sasha Chhetri, Vodafone got back their pug after four years and Idea Cellular highlighted how 4G can change a life for the better
Will Virat Kohli play a larger role in PepsiCo's endorsement pie after Dhoni's exit?
Virat Kohli is at the helm of his career and is surely enjoying a lot of attention from brands for endorsements
#Boycott Myntra trends on Twitter for hurting Hindu sentiments
Popular e-commerce portal Myntra started trending on Friday morning for a creative that might have hurt the Hindu sentiments
Flipkart takes on Amazon Prime with 'Flipkart Assured'
Extensive marketing is being done, which includes full-page advertisements of the programme and two TVCs conceptualised by Lowe Lintas
We are looking to own this space called 'desi Chinese': Ajay Gupta: MD, Capital Foods
Ajay Gupta, Managing Director, Capital Foods speaks about the latest brand film, means of promotion, company plans, markets that work well for Ching’s and current challenges in the FMCG category
CenturyPly's latest ad uses humour to educate consumers on the need to invest in good quality plywood
The campaign comprises of three films conceptualised by DDB Mudra and the first film is out till now
Our vision is to reach 20 million consumers by 2020: Mihir Kulkarni, Pepperfry
Mihir Kulkarni Head, Brand & Retention, Marketing, Pepperfry gets talking on the brand’s latest campaign, their festive plans, budget allocation, size of the furniture market, challenges, competition from IKEA and others...
Amazon India, Exide Life, Ferrero Rocher, Ultra Tech ring in Raksha Bandhan celebrations
While Ferro Rocher &PaperBoat have innovated on their packaging, Amazon India, Exide Life have used a quirky tone to highlight the importance of this special bond
No big marketing blitz for e-commerce players this Independence Day
Even though the players had their individual discount war raging on the site, there was no big marketing blitzkrieg seen either on TV, print or on the outdoor medium
Colors' Kavach fails to impress; ratings continue to dip
Media reports suggest Colors will pull Kavach off air before its scheduled date, to be replaced with Naagin 2 in September
We are not going anywhere, Parle G slams shutdown rumours
The brand has used more than 8 to 10 newspapers for publishing the ads, there will be around 2-3 insertions per publications
IKEA's new commercial takes a dig at Instagram, crosses 5 million views on You Tube
The video has already garnered 5.1 million views on YouTube. The ad is being talked about across social media channels and people have been largely receptive to its strong message
Tata Salt, Coca Cola, P&G, Samsung, Amul, Airbnb celebrate Olympic fever
Inspite of being mired with numerous controversies, interest from the brands all around the world continues to remain high
Change is good; it's because of change that youngsters want to join advertising today: Srinivasan K Swamy
Srinivasan K Swamy was recently awarded AAAI’s Lifetime Achievement Award-2016. Swamy spoke about the changes in the advertising landscape, the challenges in this domain, his advice for youngsters joining the industry and the overwhelming role of digital in today’s life
Realistic mashup to Nike’s original 'Da Da Ding' video goes viral
Epic Spiritual’s video 'Nike Da Da Ding: Other Women'shows the other side by featuring everyday women and their struggles
Making sense of Myntra's acquisition of Jabong
We spoke to brand consultants and digital experts in order to understand what this deal means for the consumers and whether Flipkart took the right decision by acquiring a 'loss making company' like Jabong
Salman Khan's court verdict becomes top Twitter trend; star power rules again
After the verdict of Salman was announced, Twitteratis were having their share of fun with hilarious posts and memes on social media. As a result of this, #SalmanKhan was trending all throughout the day
Amazon, Flipkart,Snapdeal Grofers, Amul, Cadbury cash on Rajni-starrer Kabali's social media craze
Amazon, Flipkart, HomeShop18, Grofers and Nearbuy were quite active on social media by offering consumers various deals and discounts to cash on the Kabali fever.
BBDO's 'Ariel Dads #Share the Load' ad drives premium segment of brand sales by 76%
Other than winning the Glass Lion (Gold), the campaign also bagged a metal each in Cyber, Creative Effectiveness, Film and the inaugural Entertainment categories at Cannes
Our challenge is to establish Michelin as a solid brand in India: Pradeep G Thampy, Michelin Tyres
Michelin unveils its maiden TVC for the two-wheel tyre category in India with an aim to target non metro cities and to establish a strong brand connect
Innovation drives low-involvement category brands for greater connect
Recently, Varuna Pumps, Finolex Fans, Cello Butterflow, Coverfox and HDFC Ergo have used interesting and engaging narratives to communicate with their audience on both television and the digital mediums to create a strong brand recall
Deepika Padukone's Nike film cheers the sportsman spirit of female athletes
This is Wieden+Kennedy’s first-ever campaign for Nike in India, since winning the business in 2015 after a competitive pitch
Handset manufacturers get aggressive with marketing strategies, made-in-China rules
It is estimated that the ad spends from the Chinese players, including Vivo, Oppo, LeEco, Gionee and others have almost doubled in 2016. According to media reports, these players accounted for more than 55% of the total Rs 1,200 crore Smartphone advertising market in India
UrbanClap, Jabong & TataCLiQ take a different communication tonality
While Urban Clap champions the cause of ‘same sex relationship’, Jabong takes a bold stand by breaking usual fashion clichés & TataCLiQ gets an unlikely protagonist in the form of a camel in their maiden ad
Varuna Pumps banks on Salman;releases ads across 1,800 Sultan screens
Scarecrow Communications has tried to revive the artistic short film format, which is getting lost these days through these films
Why controversy’s favourite child Salman Khan is still a magnet for brand association?
Khan's biggest release this year for Eid - Sultan has garnered attention from brands like Timex, Relispray, Force, Videocon, Astral Pipes, Micromax, Escort Tractors, CP Plus &Paras Ghee
Micromax, Videocon, Force, Timex, Relispray, Astral Pipes make a beeline to associate with Sultan
Most of these brands have been leveraging their association with Sultan through separate advertising campaigns and contests which are running on TV
How can India improve its performance at Cannes?
We spoke to advertising and media experts to understand, the challenges and the areas where India needs to work hard to move up the chart
Cannes' Big Winners: Campaigns that scooped Grand Prix this year
A whopping 26 Grand Prix awards were handed out over the past one week. A number of integrated campaigns, making clever use of digital display, social media and print in engaging ways, took home a slew of awards across categories.
Dream come true for us; owed it to ourselves to work towards becoming the No1 Healthcare agency: Praful Akali, Medulla
Medulla Communications won the coveted Healthcare Agency of the Year title- a first for the country and also 7 metals in the Cannes Lions Pharma category
Star Sports, Hotstar up the ante on Rio 2016 Olympics coverage; dedicate 8 channels on 24*7 basis
Nitin Kukreja, CEO, Star Sports and Ajit Mohan, CEO, Hotstar reveal how the respective platforms will be promoting 2016 Olympics, the advertisers on board and their marketing strategies for the event
Amazon most preferred platform with highest brand recall: Nielsen report
Among the few findings of the report, Amazon has the highest top of the mind recall (25%) followed by Flipkart (21%) and Snapdeal (20%)
Pro Kabaddi League Season 4 targets viewers with 'Don't Watch Fake, #AsliPanga Dekh' campaign
The channel has released their new campaign titled ‘Don’t Watch Fake, #AsliPanga Dekh’ for the tournament which will start on June 25. With a dash of melodrama and humourous twist, the campaign is already getting noticed for its innovative approach
Idea Cellular gives 4G push with 'BiggestSmallChange' campaign
The ad conceptualised by Lowe Lintas highlights the benefits of their 4G service in the commercial, like high-speed, great quality, video calling & live-streaming
Tanmay Bhatt controversy a boon for Snapchat in India?
While political groups filed FIRs against him, the video was a hot topic of discussion across news channels and also grabbed prime time space on Times Now's The Newshour. Not only did
Brands get trendy being on social; use online influencers to grab eyeballs
The role of social media influencers is on the rise these days as brands increasingly count on them to generate conversation and grab eyeballs
Ice cream brands beat the heat with high decibel campaigns
While Vadilal, Havmor have launched high-decibel campaigns, London Dairy is focusing on upgrading consumers to their products, Magnum has slashed their pricing and others have introduced new flavours
Banjara's campaign takes a strong stand against fairness products; breaks category clichés
Banjara’s, a herbal product brand based in South India, has recently launched a campaign titled ‘Be Fair to your loved ones, stop asking them to be FAIR’. With the help of the hashtag #proudofmycolour the brand is promoting their movement against colour biasness in India
Delayed joining offers to IIM grads, high profile exits & devaluation add to Flipkart's woes
After witnessing high profile exits and devaluation, now the ecommerce giant is in the midst of another crisis after it deferred the joining of campus recruits from top notch B-schools
Pepperfry sets aside 10crore for new campaign highlighting ease of buying furniture online
The ad conceptualised by L &K Saatchi & Saatchi highlights the physical inconvenience, time escalations, budget overruns and lack of design options when it comes to making furniture at home
Myntra's new campaign allays fears of shopping online
This campaign aims to influence India’s offline shoppers by addressing their inhibitions towards online fashion and show them, in a light hearted way, how easy and fun shopping on Myntra is
Great work in toughest categories, with toughest clients makes me happy: Bobby Pawar, Publicis
In an interview with exchange4media, Bobby Pawar, Managing Director & Chief Creative Officer, Publicis Worldwide speaks about his journey at Publicis, about Partha Sinha’s exit, his expectation at Cannes, how social media is over taking creative freedom and more...
Intel's new campaign 'Ek Kadam Unnati Ki Aur' aims to reach 50 million people
Telangana, Haryana, Uttar Pradesh, Tamil Nadu, Maharashtra, Gujarat, Karnataka, Chhattisgarh, Andhra Pradesh, Assam and Kerala are the states being targeted in this campaign
Frooti, Tropicana, Maaza and Paper Boat who wins the Mango wars
Like every year, the tussle between prominent mango drink brands is visible across marketing mediums with players launching new campaigns to target customers
Assembly Elections 2016: Govt. & private companies use social media to lure voters
Social media was used effectively by the government as well as the brands to motivate citizens to vote, in spite of the heavy rainfall in Tamil Nadu
HE Deodorants new campaign featuring Vir Das takes a dig at sexist ads
The video conceptualised by Orchard Advertising highlights the point that brands don’t require sexist commercials to sell their product
Agencies go social to tap fresh talent
From using Snapchat, WhatsApp, YouTube and Twitter, organisations are using social media platforms to find new talent and the reason is simple – that is where the youth today resides
Maggi Hot & Sweet creates a quirky spot for their latest TVC
The campaign conceptualised by Publicis is the story of a couple with different characteristics and how they engage in fun banter while relishing the Maggi Hot and Sweet sauce
Tinder goes the 'Sanskari' way to connect with Indian audience
Dating app Tinder, which recently released their new communication for the Indian audiences on Facebook has caused a stir across social media channels. The brand has invited a lot of flak for its new campaign, which is specifically targeted at the Indian youth
Colors extends ratings earner Naagin by a month
The one hour fiction-finite show, which was launched in November last year, was supposed to go off air this month. However, owing to the high TRPs it has been garnering, the channel has decided to extend the show by a month
Zomato's Deepinder Goyal refutes HSBC's valuation markdown; trends on Twitter
According to the HSBC report, Zomato’s valuation has been halved and now stands at $500 million. A claim which has been strongly contested by the company
Brands play the emotional card to celebrate Mother's Day
Brands across categories leveraged their association with Mother's Day. By taking the emotional route to find a deep connect with the audience, some brands concentrated only on delivering the message, while others seamlessly integrated the product in the communication
Goibibo changes slogan after backlash for copying MakeMyTrip’s #BefikarBookKar campaign
Tweeps accused Goibibo of blatantly copying MakeMyTrip’s #BefikarBookKar slogan, which was launched with Alia Bhatt and Ranveer Singh in March
Surf Excel's #ReadyForLife campaign extends its ‘Daag Ache Hain’ philosophy to digital
The campaign conceptualised by Lowe Lintas takes the ‘Daag Ache Hain’ proposition of the brand forward
We are exploring spaces and niches very closely: Vivek Srivastava, Times Network
The Network’s English Cluster, comprising of Movies Now HD, Romedy Now HD and MN+ have launched a new campaign to urge viewers to shift to HD viewing
GEC's redefine weekend programming with Comedy shows, Soap extensions & Film premieres
The weekend programming across Hindi GEC’s is a far cry from what it used to be few years back. The transformation is unmissible and more targeted and innovative than ever before to garner maximum viewership
DS Group's Pulse candy crosses Rs 100 crore in sales in 8 months,to launch TVC next quarter
The popular candy ‘Pulse’ from the house of DS Group recently crossed Rs 100 crore in sales in a span of just 8 months
Brands flock to leverage Ujjain Kumbh Mela; FMCG & BFSI take the lead
Brands are trying various innovative marketing approaches to reach out to their customers, with up to 50-60 million footfalls expected at Ujjain Kumbh over a period of one month
We were niche in India, but with Digibank our aim is to become a mass
The brand has also roped in Sachin Tendulkar as the face of the campaign and he will be promoting ‘DBS Digibank’ across platforms
Advertisers use IPL's festive appeal to rebrand and launch new campaigns
IPL is playing a vital role today. Advertisers have been using IPL to launch any brand or start a new campaign. Its been a great help in triggering sales. Read more.
Advertisers use IPL's festive appeal to rebrand and launch new campaigns
IPL is turning out to be a feast for brands that want to launch anything new, be it a new product, a rebrand or simply a new campaign that triggers sales
Bigg Boss 10 gets Appy Fizz on board; bets big on new format
The format for this year’s Bigg Boss has few new additions. For the first time the show has been thrown open to public participation
We are not in a T20 match; we are playing a test match: Rajesh Iyer, &TV
&TV has seen a 54% growth in viewership since its launch and 70% increase in weekday Prime Time and has managed 100+ GRPs in HSM Metros
MS Dhoni,Havells, Kalyan Jewellers, lessons from social media crisis
With the rise of the social media platforms, brands across categories are realising the importance of having a crisis management strategy in place, especially when consumers take to the social media to dent a brands image
The biggest differentiator would be our product: B. Krishna Rao, Parle
Parle Group has recently released their maiden communication for the product Mexitos which was launched in the market in August 2015. B. Krishna Rao, Deputy Marketing Manager, Parle Products spoke to exchange4media about the marketing plans of Mexitos, the target segment, the size and the challenges in this category and more
Lingerie brands choose bold vs subtle campaigns to target consumers
Brands in the lingerie space are gradually moving from objectifying women or attracting men's attention to spreading awareness among women about the need to choose the right lingerie
How brands need to go beyond posts; get witty, emotional, interact with consumers @ the right time
The popularity of social media has forced brands; both established and newly launched, to adopt new communication strategies to lure the digital-friendly consumers who will only pay attention if the brand communication stands out from the clutter
Powerful brand is all about a powerful human purpose: Carol Foley, Leo Burnett
Carol Foley, Executive Vice-President, Director of the Human Lab, Leo Burnett Worldwide visited Mumbai recently to participate in a two day workshop to discuss the prospects of its measurement tool--HumanKind Quotient
Housing.com looks at marketing spends of USD 5-7 million in 2016-17
The campaign titled ‘Yeh ghar sirf ghar nahi, Yeh ghar meri jaan hai’ highlights that home buying is an emotional journey, and Housing.com is a trusted partner in this journey
Different doesn’t always have value, better does: Carter Murray
On the final day of Goafest 2016, Carter Murray, Worldwide CEO, FCB spoke on the topic ‘Surviving and thriving in a time of intense change’ and how digital consumption is redefining the marketing game
Smartphones have redefined the role for RedBus: Prakash Sangam @Goafest2016
He also spoke about how RedBus has grown in the last ten years, the kind of challenges they faced and how it has innovated to keep itself ahead of everyone
It is a mistaken notion that process is a barrier to creative: Chandramouli Venkatesan Mondelez @Goafest 2016
Chandramouli Venkatesan, Managing Director, Mondelez India spoke about ‘Three things which agencies need to do to make themselves better’ during a discussion that focused on the client-agency equation
Vivo India allocates Rs 200 crore for brand promotion during IPL 2016
Chinese smart phone brand Vivo, which has replaced PepsiCo as the title sponsor for the Indian Premier League (IPL) Season 9, has allocated a budget of Rs 200 crore to leverage its association with the event
Vivo India allocates Rs 200 crore for brand promotion during IPL 2016
Chinese smart phone brand Vivo, which has replaced PepsiCo as the title sponsor for the Indian Premier League (IPL) Season 9, has allocated a budget of Rs 200 crore to leverage its association with the event
Vivo India allocates Rs 200 crore for brand promotion during IPL 2016
Chinese smart phone brand Vivo, which has replaced PepsiCo as the title sponsor for the Indian Premier League (IPL) Season 9, has allocated a budget of Rs 200 crore to leverage its association with the event
Yatra.com pits Kanhaiya Kumar against MakemyTrip’s Ranveer Singh & Alia Bhatt
While MakemyTrip has roped in popular faces like Ranveer Singh and Alia Bhatt, Yatra.com has released a new digital video which takes a dig at Kanhaiya Kumar
India is one of the most fantastic economies in the world:Rana Kapoor, MD & CEO, YES Bank
exchange4media in association with BBC World News held the second edition of the ‘One on One series’. The guest of honour on the occasion was Rana Kapoor, MD & CEO, YES Bank, who spoke to BBC’s Ros Atkins and shared his insights on the subject
Ola plays prank again on April Fool’s Day, Oyo Rooms tags along
Ola introduced the concept of #OlaRooms, inviting people to spend the night in cabs
Vodafone Vs Airtel, the 4G war heats up
While Vodafone has got its iconic pug back to announce their 4G network, Airtel has added a humorous twist to its campaign storyline for better connect with the audiences
IPL Season 9 uses kids as protagonists for 'Ek India Happywala'
To promote the sporting event and create hype around it, Sony Pictures Network (SPN) has launched a creative campaign ‘Ek India Happywala’ in order to deliver the message of happiness across the nation
IPL Season 9 uses kids as protagonists for 'Ek India Happywala'
To promote the sporting event and create hype around it, Sony Pictures Network (SPN) has launched a creative campaign ‘Ek India Happywala’ in order to deliver the message of happiness across the nation
Trendspotting: Gaana.com, Biba, Lays & Tata Coffee leverage 'granny charm' to connect with consumers
Brands across categories are using the loving old character of a granny in their communication to break the clutter and standout
Is Sonam Kapoor the right fit for Kalyan Jewellers after Aishwarya's exit?
Sonam Kapoor has replaced actress Aishwarya Rai Bachchan, who was the ambassador of Kalyan Jewellers for more than three years
Latest 'Mauka Mauka' campaign takes the India-Pak cricket rivalry to a new high
Given its tremendous popularity on social media, this year too Star Sports is back with their new ‘Mauka Mauka’ campaign, just ahead of the India-Pakistan clash on 19th March, 2016
Brands need to be more consumer centric than market focussed: Prof PK Sinha
In this interview with exchange4media PK Sinha, Professor, Marketing IIM-Ahmedabad, shares his views about challenges of rural marketing, reasons why brands have not been able to crack the market, importance of pricing and more
Parachute Advansed touches hearts with its new Holi campaign
The ad conceptualised by McCann World group highlights that Holi as a festival is meant to spread happiness and age is not a barrier to enjoy life and have fun
Imitations of unbranded products are the biggest obstacles in this category: Sudip Ghose
In an interview with exchange4media.com, Sudip Ghose, Vice President – Marketing, VIP Industries speaks about the latest Skybags campaign, its target audience, the tonality of its communication and the challenges in the market
Flipkart joins Amazon in allaying consumer concerns about shopping online
Despite the digital boom and new online players coming into the market, there is still hesitation among majority of the consumers about shopping online. Now, Flipkart and Amazon have come forward with new initiatives to address such concerns
OLX's 'No More Dekhte Hain, OLX Pe Behchte Hain' strikes chord crosses over 2 million views
The new campaign, ‘No More Dekhte Hain, OLX Pe Behchte Hain’, highlights the prevalent attitude in our society and captures our obsession for old things and the inertia to change them owing to procrastination
Back to school: HP, Canon, Epson shift their communication strategy from B2B to students
Printing technology has undergone a major shift, especially in the way printers are being positioned and marketed. Prominent brands in this space comprising of Epson, Canon and HP are no
Will Sony be able to climb the ratings chart with ‘The Kapil Sharma Show’?
Sony TV has announced the launch of a new weekend show with Kapil Sharma which will go on air from April 23, every Saturday and Sunday at 9PM.
Union Budget 2016: Advertising Experts express mixed reactions
The Union Budget 2016 is aimed at boosting growth while ensuring fiscal prudence with a strong focus on the rural sector. We spoke to leading advertising leaders about their views on the latest Union Budget.
Ariel's ‘Share the Load’ campaign is about equal ownership of chores
The new campaign conceptualised by BBDO India questions the stereotype of household chores being a feminine responsibility alone and urges men to participate equally.
Union Budget 2016: Advertising Honchos share their expectations
The media and advertising industry is looking forward to some key announcements, especially about the rollout of GST, as part of the tax reforms from the Union Budget 2016.We spoke to some advertising and media agency leaders to understand their expectations from the Union Budget 2016 and here is what they had to say: