CATEGORIES

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

The Chatbot Conundrum

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

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.

Possibility Of An Indian Broadway…

Broadway in New York, and by extension, the West End in London, are the pinnacle of Western civilization’s cultural erudition. They represent decades of evolution in the disciplines of acting, music, dance, lighting, scripting and showmanship.

‘The Freedom I Found At Rishikesh Is Something I've Never Experienced Before'

For Nina Lekhi, the best travel experiences have been in places surrounded by mountains or water. No wonder then that her most recent trip to Rishikesh, along with 30 children from a school run by her, occupies a special place in her heart

Syska Adds To Its Power

Rajesh Uttamchandani, Director of the SSK Group (Syska), talks about expanding brand Syska into Wires & Cables as a logical product extension, roping in Amitabh Bachchan as brand ambassador and a 360-degree launch campaign breaking on August 10

Why The OOH Industry Is Bullish On

Brands are gung-ho about Digital OOH or DOOH, which is set to grow at a CAGR of 20-25% on the back of creative use of technology and innovation. While DOOH now accounts for just 3-5% of the overall Rs 3000+ crore OOH advertising pie, it is making rapid strides and is set to be a key growth driver for the medium.

‘We Are Here To Build A Long-Term Emotional Connect'

In an effort to build brand awareness and create a long-term impact on the minds of young consumers, Legrand India, along with digital agency Liqvd Asia, is launching a webseries, The Good Vibes. Sameer Saxena, Director-Marketing, Legrand India, Arnab Mitra, Managing Director, Liqvd Asia and Rashmi Putcha, Co-founder and Director, Liqvd Asia tell us about it

When Team Ogilvy Took 10,000 Pictures For A 1.5 Minute Mp Tourism Film…

It has been a good year for Madhya Pradesh Tourism Board as two of their ads made by Ogilvy got the attention of international juries at two prestigious festivals, winning a Silver and Bronze Lion at Cannes for ‘Memories of Destination’, aka the ‘world’s most honest tourism film’ and another one, ‘MP main dil hua bache sa’, bagging a Graphite Pencil at D&AD Awards 2018.

Driving The Global Agenta

‘GLOBALISATION, DIGITAL AND SOCIAL MEDIA ARE DRIVING SUCCESS FOR INDIAN BRANDS INTERNATIONALLY’ 

We Will Expand Our Tv Offerings, But Won't Enter The Gec Space

In a candid chat with IMPACT, DD Purkayastha, Managing Director & CEO, ABP Group, talks about the group’s performance and key focus areas to ring in the next phase of growth.

Facebook Bats For Hindi Movie Marketing

An Ormax Media study has found that Facebook is one of the top three mediums driving buzz and appeal for a film campaign, with Facebook and Instagram together accounting for nearly 40% contribution to a Hindi film’s first day box office collections.

Smells Like Team Spirit...

Rahul Jauhari, Joint President & Chief Creative Officer and Navonil Chatterjee, Joint President & Chief Strategy Officer of the newly independent Rediffusion Group talk to Srabana Lahiri about redefining aggression at work, their intense creative process and the challenge of offering integrated solutions to clients.

How Arun Nanda Plans To Reinvent Rediffusion

Post buying back Y&R & Dentsu’s 40% share in Rediffusion, the veteran adman says he will expand digital prowess, focus on business growth and take the Group ‘fearlessly’ forward.

The Road Less Travelled

Trekking as a journey started for me in my quest to spend more time with nature and explore the road less travelled.

‘Rich Assortment, Localization And Prime Location Make Peter England An Aspirational Global Brand'

In this feature in our ongoing series on ‘How to Build Global Brands from India’, we talk to Manish Singhai, COO, Peter England about the brand replicating its India success in global markets and what it takes for an Indian brand to acquire global appeal

‘Big Fm Is Looking At Double Digit Growth @20-22% This Year'

ASHEESH CHATTERJEE, CFO OF BIG FM, TALKS TO IMPACT ABOUT THE COMPANY’S PLANS TO IMPROVE ITS GROWTH RATE POST THE DEMONETIZATION PHASE

AD Discounts: Decoding The Real Problem

The biggest sufferers are the middle and bottom rung of broadcasters, while advertisers are having a joyous time, making their agencies fight to get the best rates

Pitch Against Discounts Will It Work?

A deep dive into the scenario of IBF, INS objecting to media agencies giving advertisers discounts on behalf of publishers and broadcasters

‘Paypal Banks On Seller And Buyer Protection'

Jayant Desai, Head of Marketing, PayPal India talks to us about the brand’s first high decibel campaign, and why India is one of the most promising markets for the global digital payments platform

Resurrecting The Devil

After giving advertising a rest for a long time, India’s homegrown consumer electronics brand, Onida, is back with its famous mascot, the Onida Devil. Vijay Mansukhani, MD, Mirc Electronics Ltd tells us how the brand will be investing Rs 50 crore on advertising this year, with plans to give Digital a big push to ensure brand recall

The Start-Up Specialists

Value360 Communications has grown with the start-up boom. Kunal Kishore, Founder-Director, Value360 Communications, tells us how it became the go-to PR agency for start-ups.

Indian Marketers Have Failed India

Across the leading economies of the world, economic nationalism is being resurrected and globalization is being looked at askance. The sovereign right of a nation state to act and its conflict with the obligations of various multilateral agreements is at the top of the agenda for political action. From Brexit to ‘Trump Tariffs’, the world is in ferment.

Amazon Now Today Is What We Were In 2015: Grofers CEO

Their delivery boys are their brand ambassadors with bright orange t-shirts which are hard to miss in a crowd. Now Grofers is going a step further by introducing orange e-autorickshaws to aid their supply business. Albinder Dhindsa, Co-founder & CEO of Grofers and Prashant Verma, Vice President-Marketing, Grofers tell us more

Fearless Nadia

Nadia Chauhan, Joint Managing Director & Chief Marketing Officer, Parle Agro Pvt. Ltd, is topper of IMPACT’s 50 Most Influential Women in Media, Marketing & Advertising List, 2018 for steering a legacy business towards modern cutting-edge practices and market leadership.

How Travel Shaped My UX Design Career

We travel not to escape life, but to meet life in a different colour.

More Power To You, Ram Sehgal!

When the Advertising Agencies Association of India awarded this year’s AAAI Lifetime Achievement Award to legendary adman Ram Sehgal last week, there was an outpouring of nostalgia and gratitude from many of his former colleagues whom he had mentored at Contract Advertising.

We Want To Help People Achieve Their Life Goals

In its attempt at connecting with the younger audience, Bajaj Allianz Life Insurance has come up with a new brand proposition, calling itself the ‘enabler of life goals’. Chandramohan Mehra, CMO, Bajaj Allianz Life Insurance tells us about all that the brand is doing to reach out to this new TG and how Digital will be at the core of what it does.

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.

Lessons From The Most Unexpected Place!

As corporate professionals, or even as professionals working in the advertising industry, we are always on the lookout for learnings.