Shreshtha Verma
Trainee Reporter
shreshtha.verma@exchange4media.com
Authors
A post-graduate from Indian Institute Of Mass Communication, Shreshtha reports on advertising, digital and marketing domain. She is a young and passionate writer high on her dreams
Our relationship with customers goes beyond coffee: Deepa Krishnan, Tata Starbucks
The CMO of Tata Starbucks, Krishnan discusses the beverage brand’s recently launched delivery service, safety measures, campaigns & post-lockdown plans
Fitness brands switch to ‘Workout-from-Home’ mode amid lockdown
Leading fitness brands discuss their foray into the digital domain, as they keep their businesses afloat and customers engaged during times of social distancing
Brands whip up Dalgona coffee-inspired creatives
From SAB TV to Swiggy, brands across category have been tapping into the latest coffee craze online
COVID-19 to alter consumer behaviour & marketing response permanently: WPP report
The report predicts profound changes in consumer behaviour in a post-pandemic world as there will be an increased sensitivity towards health and hygiene.
Brands amp up social distancing messaging to spread COVID-19 awareness
From changing logos to offering home-delivery services, brands have scored long-term brownie points with short-term risky counterintuitive messaging, say experts
‘Fantasy sports platforms a great marketing tool among brands’
According to Indian Federation of Sports Gaming, the number of users have grown from 2 million in 2016 to almost 90 million in 2019
Social media steps up against COVID-19 misinformation
From YouTube changing its guidelines to Twitter adjusting its search prompt, social media platforms are taking concrete steps to stem the rot of misleading information
How brands are weaving conversations around Coronavirus
While a deluge of brands have come up with various marketing campaigns, we asked experts how brands could embrace the COVID-19 narrative without latching on to it merely for the moment
Coronavirus bears down on Bollywood with no ticket sales & hiked marketing budgets
Bleak times lie ahead for the Hindi film industry in this quarter as Covid-19 outbreak decimates footfalls to the theatres
A look at birthday girl Shraddha Kapoor’s brand endorsements
From Flipkart to Hershey's, the Baagi 3 actress, who turns 32 today, has a motley mix of endorsement deals
How Coronavirus has impacted Indo-China bilateral trade
In the first quarter of 2020, China’s economic growth is expected to slow down to 4.5%, which is the slowest since the financial crisis, reports
We spend Rs 100 crore on advertising annually: Prakash Sangam, redBus
Sangam, the CEO of the online ticketing platform redBus, opens up about going global, ad spends and their latest carpooling service rPool
How are fairness cream brands repositioning their idea of beauty?
In the light of the Ministry of Health and Family Welfare’s stance against fairness cream ads, brands and advertisers are reworking their brand messaging
A look at how netizens responded to US President Donald Trump's first India visit
While brands welcomed Donald Trump with creative moment marketing ideas, netizens took to social media memes to summarise the US President's 36-hours in India
How Way2News transformed the hyper-local news ecosystem in India
Founder & CEO of Way2online Raju Vanapala shares how Way2News became India’s number 1 hyper-local news app
With robust marketing, Kerala hopes to witness heavy tourist footfall this year
The state tourism recorded 16% growth in 2019, thanks to a 360-degree campaign aimed at promoting Kerala post the 2018 floods
Brands betting big on ICC Women’s T20 World Cup
Experts believe that due to its growing popularity, women's cricket today has a lot to offer in terms of brand association
Helo embraces diversity and allows creative expression in mother tongue: Chhandita Nambiar
Nambiar, Head of Entertainment at the Bytedance-owned app, explains how Helo opened up a regional space for brands to connect with users
Why it’s showtime for digital movie marketing
With the changing dynamics of movie marketing and rise in digital spends, agencies are working closely with platforms and booking sites to efficiently use data to target cohorts
The meteoric rise of Brand Kejriwal
Experts weigh in on the factors that made Brand Arvind Kejriwal a force to be reckoned with in Indian politics
What the rapidly growing online gaming industry in India has to offer brands
As online gaming in India continues to grow, experts tell us how it helps build consumer engagement with brands
Delhi Election Results: Exit polls trigger social media battle between political parties
Ahead of the results, political parties have taken their fight to social media, sparring over who will rule Delhi for the next term
Will the ban on political ads in Delhi Metro impact parties negatively?
While the Delhi High Court laud EC’s move, industry experts decry its decision to single out the DMRC while allowing other public properties like buses and autos to carry political ads
Budget 2020: Start-ups & MSMEs hail Sitharaman
We spoke to industry players on some of the key announcements made in the Union Budget with respect to promoting start-ups
Matrimony.com became a credible brand because of TV: Murugavel Janakiraman
Murugavel Janakiraman, Founder & MD of Matrimony.com, shares insights on how to build a brand through TV advertising
‘Live Sports allows brands to have meaningful impact’
A panel discussion by Atit Mehta of BYJU’S and Sai Narayan of PolicyBazaar Group spoke about how live sports was allowing marketers to increase brand awareness
How social media revolutionised marketing in less than a decade
With Snapchat creating brand filters and Instagram introducing in-app purchases, marketing has undergone a sea change thanks to social media. However, experts say we have only scratched the surface
Kamra-Goswami incident takes social media by storm
The video of stand up comedian Kunal Kamra's encounter with noted Indian journalist Arnab Goswami on an IndiGo flight went viral on social media
How brands took up the Dolly Parton Challenge
Marketers are cashing in on the viral challenge with their own creative spin, showing how brands would portray themselves on LinkedIn, Facebook, Instagram and Tinder
What data-led video ads mean for the savvy Indian consumer
In the era of informed purchases, video is the king and data is its crown, say experts
Women cricketers score big on brand associations
Ahead of ICC Women's T20 World Cup, brand expert discuss why the tides are turning in the favour of female players
Political parties woo millennial voters with TikTok, ShareChat and the like
Ahead of Delhi Assembly Elections, parties are moving beyond traditional social media platforms like Facebook and Twitter to tap into the viewership of peripheral apps
War of memes: Political parties spar on social media ahead of Delhi Assembly Elections
As poll dates close in, BJP, INC and the incumbent AAP turn social media into a battleground with memes, parodies and jibes
The true future of brand placement lies beyond the film: Harikrishnan Pillai
Harikrishnan Pillai, CEO & Co-founder, TheSmallBigIdea, shares his top learnings from 2019 and his movie marketing predictions for 2020
Chhapaak vs Tanhaji vs Darbar: Brands leverage the big box office clash
The three movies, all giants in their own rights, have locked horns for a big brand war even as they battle it out at the box office
How birthday boy Hrithik has been working his magic on brands
On the actor’s 46th birthday, we take a look at his brand associations and the journey of his own brand HRX
#DecadeChallenge becomes the first social media trend of the new year
From McDonald's India to ICICI Bank, brands took up the #DecadeChallenge highlighting how they have evolved over the decade
From smart mirrors to one-day delivery, top retail trends that will rule in 2020
Experts share their predictions for the year and why change is the only constant in the retail industry
The YouTube story: A decade in revolutionising marketing & advertising
In 5 years YouTube has gone from 15 million to 265 million daily active users in India, figuring prominently in the marketing strategies of several brands
From Priyanka Chopra to Bhuvam Bam, influencers who transformed digital marketing in 2019
With the monumental increase in internet consumption, 2019 has been a revolutionary year for influencer marketing and social media influencers
Will 2020 be the year of Influencer Marketing?
Influencer marketing flourished in 2019, with brands making a beeline for popular-yet-relatable faces on social media
Dabangg 3: A tale of many brands
From Pepsi to Likee, the third installment of Salman Khan’s Dabangg franchise sees brands queuing up to be a part of the Chulbul Pandey story
How moment marketing is fast becoming a cost-effective tool for marketers
Industry experts weigh in on the growing trend of moment marketing and how it has been benefiting brands
Zee Studios' campaign for 'Hotel Mumbai' records reach of over 50 million
Neeraj Joshi, Marketing Head, Zee Studios, talks to us about the reach and execution of the campaign 'Bharat Salam' for the movie Hotel Mumbai
How brands are observing World Energy Conservation Day
We take a look at what Indian brands are doing to support the government's sustainability initiatives to promote energy conservation
Tier II towns contributing to nearly a seventh of UrbanClap’s total business: Rahul Deorah
A major portion of the budget is invested in digital mediums for Tier II towns, says Rahul Deorah, VP, Marketing, UrbanClap, in a conversation with exchange4media
Why low-cost smartphone brands are eyeing smaller cities
Industry players say increasing data penetration and enhanced reach of e-commerce have increased smartphone consumers in Tier II and III cities
Swachh Bharat campaign propels growth of sanitaryware business in India
The current market size of the Indian sanitaryware industry is estimated at Rs 4,800 crore and growing at a steady pace, CAGR 8-10% over FY 2018-21. Brands are investing in advertising to bounce back
IndiaMART is growing at 30% over the last 5 years: Sumit Bedi
IndiaMART has 93-mn buyers registered at the moment. 64% of their overall traffic comes from tier II or below markets, reveals Sumit Bedi, Vice President - Marketing & CX, IndiaMART InterMESH Ltd.
How brands are leveraging YouTube's shoppable ads feature to extend reach
As the trend of shoppable ads grows, brands are leveraging social media by running ads on platforms such as Instagram, Facebook, and now YouTube
Newspaper reading on the decline in most markets, except India: Andy Brown, Kantar Media
Industry experts at the South Asia Media Festival 2019 organised by International News Media Association share insights on the Print industry
Syska records 125% growth in festive sales on e-commerce platforms: Rajesh Uttamchandani
Rajesh Uttamchandani, Director, Syska Group, talks about the company's e-commerce sales record this festive season, marketing spends, target audience, and rapidly growing FMEG industry
Men's grooming market to grow 2.5 times by 2022, say experts
On the occasion of International Men’s Day, exchange4media weighs in on the growth parameters and opportunities in the male grooming industry
Brands get creative on social media for International Men's Day 2019
We take a look at how brands have connected with their online audience on International Men’s Day
Why new BCCI chief Sourav Ganguly is set to play a long innings in the endorsement game
Experts believe Ganguly is a man of masses and now after being appointed as the BCCI president, his brand value is only going to increase both in the national and regional markets
How team Bala got social media users to let their hair down
From a bald filter on TikTok, to dialogue cards on Instagram, to content collaboration with Filter Copy, TheSmallBigIdea went all out for marketing Ayushman Khurrana-starrer Bala
Veet debuts in male grooming segment with Kartik Aaryan as brand ambassador
Pankaj Duhan, Chief Marketing Officer, Reckitt Benckiser Health South Asia, talks about the growth of the men's grooming segment, the brand's marketing strategy, target audience and more
Brands tap on Delhi pollution with social media creatives
Brands throng social media to spread awareness about the pollution situation in the capital, promote products and boost sales volumes. Air purifier sales spiked up by 25-30%, post-Diwali
Birthday boy Shah Rukh Khan is the Badshah of endorsements too
Over the years, Khan has worked with many iconic brands including Pepsi, Frooti, BYJU'S, Big Basket and Hyundai
Our marketing budget hiked by almost 100% in 5 years: Suvankar Sen, Senco Gold & Diamonds
Suvankar Sen, Executive Director, Senco Gold & Diamonds talks to exchange4media about the Kolkata-based jewellery brand’s journey from being a regional player to becoming nationally visible
Online vs offline: E-commerce discounts hit traditional retailers hard this festive season
Online players have captured the market through deep discounting and deeper penetration, feel offline retailers
Akshay Kumar starrer Housefull 4 opts for train wrapping strategy to woo audiences
Akshay Kumar starrer Housefull 4 team is going all out, painting coaches of trains in and around Mumbai to promote the film, grab maximum eyeballs, and clock in huge revenues at the box office
How do boycott trends on social media impact brands?
With Dream11 being the latest brand to have faced the boycott trend on social media, experts believe a brand's comeback from negative publicity would depend on its credibility
How AI is evolving as a communication tool for brands
Artificial Intelligence is changing the customer servicing scene and helping brands to establish better communication through cost-effective technology, say experts
Online content marketing: Future trends & risks
Experts believe that with the growing trend of online content marketing, there is an increasing need to drive awareness around safe user behaviour
First wave of Great Indian Festival was biggest celebration ever: Manish Tiwary, Amazon
Manish Tiwary, VP - Category Management, Amazon India, talks about new growth parameters the Great Indian Festive Sale 2019 has recorded, marketing strategies and more
Greta Thunberg: The new social media sensation
From her powerful thoughts to the memes around her ‘death stare’ towards US President Donald Trump, the 16-yr-old Swedish climate activist is quite a popular face on the internet
We believe in customer-driven marketing: Paritosh Kataria, Religare Health Insurance
The Marketing Head talks about their recent campaigns, marketing strategy and growth of the health insurance sector
India is a very important market for us: Michael Knapp, Lufthansa
Michael Knapp, Director B2C Marketing Asia Pacific, Lufthansa, talks about why the brand has not picked a celebrity face and how it has established itself with marketing by telling real stories
How brands boost business with festive sales
Industry experts explain how they are strengthening their businesses during the economic slump with the help of festive sales
Birthday boy Ranbir Kapoor is a favourite among brands
As the 'Sanju' star celebrates his birthday on September 28th, we take a look at some of his most memorable ads
Constant innovation is the key: Nipun Marya, vivo India
Nipun Marya, Head, Marketing Strategy, vivo India, talks to exchange4media about their latest product, and how the brand is upping its marketing game to woo customers this festive season
How Instagram has become the new marketplace for start-ups
From toys to plants, start-ups and medium-sized brands are selling everything on Instagram to cash in on the growing user base of the medium
Ayushmann Khurrana's 'Dream Girl' sets social media abuzz with quirky film promotions
From an ingenious push notification strategy to funky merchandising and humorous videos, team 'Dream Girl' employed interesting ways of marketing the film
Brands leveraging licensing to appeal to target audiences: Jiggy George, Dream Theatre
George, Founder and CEO, Dream Theatre, speaks to exchange4media about the growth in the licensing and merchandising industry, the company’s association with Liverpool FC and more
How tourism boards of foreign countries are spending big on advertising in India
The tourism boards of Taiwan, Azerbaijan and Singapore are trying to attract Indians by promoting their countries through OOH advertising, roadshows and more
Brands leverage news-based marketing as Twitterati lauds Chandrayaan 2 mission
3.5 million tweets were recorded over the weekend, as users and brands cheered the historical moment
Despite economic slowdown, smartphone industry upbeat about festive season
Smartphone manufacturers are gearing up for the festive season with about 75 new models to be launched
Birthday boy Akshay Kumar is far ahead in the brand endorsement game
As the Rowdy Rathore star turns 52 today, industry experts decode why Kumar is one of the most sought-after faces for brands among his contemporaries
Is co-branding the magic word in times of slump?
Industry experts say co-branding can be a strategic marketing tool and the success of one brand can bring success to its partner too
We wish to increase engagement through digital channels: Suvodeep Das, Sodexo
Suvodeep Das, Vice-President, Marketing & Sales, Sodexo BRS India, shares insights on the company’s advance into tier markets, its marketing strategy and more
Everything I do is marketing myself: Sunny Leone
The actress-cum-businesswoman tells us about her business ventures and how she keeps her brand afloat in today’s highly competitive market
Why brands prefer social media influencers over celebrities?
Experts believe that unlike celebrities, these influencers are giving brands a greater reach at affordable rates
Do actresses really make more money from endorsements than films?
Parineeti Chopra’s recent statement about actresses endorsing brands to bridge the pay gap with male stars has sparked a debate. We speak to experts to know more
'Birthday girl Kajol's motherly image nourishes her brand value'
As the DDLJ actress turns 45 today, we take a look at her brand journey, and how her social media activity & loyal fan base have kept her endorsement value alive
Brands ride on the spirit of Friendship Day
From digital & social media campaigns to innovative products, brands have gone all the way to celebrate Friendship Day
How has Deepika weaved her magic on brands
Industry experts say Deepika Padukone’s high brand value is all thanks to her personal and professional choices
How brands are making the most of Rahul Bose's banana moment
We spoke to experts about moment marketing and how brands are leveraging Bose’s tweet
Happy birthday Sanjay Dutt: A look at his brand journey
With a long innings in Bollywood, Dutt has been a much loved face both for filmmakers as well as brands
Does religion have a place in marketing?
Brands that highlight religions in ads claim that the purpose is to get rid of prejudices and expand their market by connecting with diverse audiences
Xiaomi debuts in premium range: How will market see the movement?
Re-energizing the brand with a shift in product line, Xiaomi is targeting a new strata of customers with Redmi K20 and K20 Pro
Katrina Kaif is a name every brand wants on board
Katrina Kaif celebrates her birthday today and when it comes to style, grace and performance, she is a brand in herself
Amazon & Google’s renewed friendship: A big opportunity for brands
The renewed collaboration between Amazon and Google will prove to be greatly beneficial to brands
Is 30k followers all you need to be a social media influencer?
UK’s independent industry self-regulation group Advertising Standards Authority recently said anyone with 30,000 followers should be considered a celebrity on social media
SRK, Virat & Dhoni steal the show in this World Cup’s brand game
Brand experts say Bollywood stars and the Men In Blue both enhance a brand’s recall value and endorsements during the World Cup only make it better
Will Bumrah be brands’ new blue-eyed boy?
Brands are always on the lookout for bankable talent and with his super spells in the World Cup Jasprit Bumrah ticks all the boxes, say industry experts