Decentralising Influence
Today, brands need to engage with their audiences across platforms while staying true to their messages
Dheeraj Sinha - September 28, 2022
Can Old-School Carvaan Play By The Ear?
The future of Saregama India’s hit portable offline digital music player with preloaded songs looks a bit sketchy as its audience turns digitally savvy
Pallavi Chakravorty - September 28, 2022
Entertainer, Not Influencer
Bhuvan Bam is one of India’s most popular content creators on social media. But it’s his ‘regular boy from Delhi’ image that makes audiences and brands swoon over him
Shruti Sonal - October 30, 2021
“Root your brand in a set of values that resonate with your audience”
Kartikeya Sharma, President - South Asia, AB InBev on five ways to sustain premium brand positioning
April 27, 2020
Cheers
Liquor brands have a clever new way of selling to younger audiences, through well-crafted web series and digitally-supported pop events
Himanshu Kakkar - June 10, 2019
Power Dynamics
Henry Timms and Jeremy Heimans write how 'new power' is essential for brand building and engaging audiences
September 28, 2018
The science of influence
NYT bestselling author Robert Cialdini on how to make your audience receptive to your pitch
March 25, 2017
The great TAMasha
The drama’s all off-screen as advertisers and broadcasters face off over a new monthly ratings system
Krishna Gopalan - July 27, 2015
"Brands must make profits, not only noise"
Jagdeep Kapoor of Samsika Marketing Consultants points out five branding mistakes to avoid
February 19, 2016
Marketing to the likes
Start up businesses are exploiting the power of Facebook’s reach in order to target their audience with zero marketing spend
Veena Venugopal - December 21, 2015