Marketing The Rainbow
The increasing power of the pink economy, or rainbow capitalism, is driving even the most conservative of brands to showcase their support for the LGBTQ community either through campaigns or products. But, is it enough?
Vinita Bhatia - June 29, 2022
The Power Of Influence
A new crop of relatable, quirky and creative content creators or 'influencers', as they are called, have become the faces of multiple brand campaigns today. Armed with smartphones, social media apps and an online community, these new ‘accessible’ stars are redefining the game of marketing
Shruti Sonal - October 30, 2021
Quality first
With a witty campaign, MOFS establishes the importance of sticking to quality when investing in the markets
Shruti Venkatesh - October 09, 2019
Money Matters
With real and reel life stories, Google Pay’s campaign showcases how one simple payment can create a huge impact
Shruti Venkatesh - August 20, 2019
Express paint to profit
If you are in a highly competitive industry with an unbeatable leader, you can find growth in clever innovations and smart marketing, like Berger Paints did
Krishna Gopalan - August 05, 2019
New growth model
Indian pharma majors are facing their toughest year yet in the US, with regulatory clampdown, hostile political environment and falling prices. Is reinvention the answer to their woes?
Kripa Mahalingam - July 26, 2019
Tricky Transition
Generic Indian pharma players are changing their formula to focus on high-margin complex generics and specialty drugs
N Mahalakshmi - July 16, 2019
One for all
Tanishq showcases its customer-centricity and customisation through its new campaign
Shruti Venkatesh - May 07, 2019
Power play
With ‘What a Delivery’, Swiggy has dovetailed its strong point with a cricketing high point
Shruti Venkatesh - April 16, 2019
Building Trust
Liberty General Insurance’s maiden campaign assures speedy claim settlement
Manita Nath - December 24, 2018