Bisleri’s push for plastic recycling
Plastic waste is a severe crisis and it needs to be addressed. A plastic bag takes 10 to 20 years to degrade, while a plastic bottle takes almost 500 years….
Shoes on Loose is trying to find brand purpose with Save Ladakh initiative
“Three Idiots movie did more bad than good to Ladakhi people,” said a local from Leh while sipping a hot cup of tea with me. I always assumed that the…
The ideal Indian man according to brands
Do you recall the scene from Gangs of Wasseypur when Ramadhir tells why he refrains from watching Bollywood movies? Watch the clip 🙂 Bollywood – the answer to all…
Indian women, the growing bait for sports brands
“The last 100m has always been my strength,” said Hima Das in an interview with LiveMint. “I am a little slow off the blocks. So the 400m suits me better as…
Four brands that make a point on Children’s Day
“Only the curious have something to find.” – Anonymous I grasped the quote pretty late. As a kid, I was frightened to ask questions and even answer them. What if…
TikTok integration with Bala movie deserves attention
Bollywood hero can’t be bald. He has to be good looking with six-packs and savior of the society. With every movie, Ayushmann Khurrana is breaking one myth at a time….
Can Under Armour be a loud brand and quiet company in India
If you can’t stop thinking about it, don’t stop working for it. “Women can’t play hockey—this hockey is only for the men,” Stanzin Dolker, is one of the revolters challenging…
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How Pantene India is transforming into a doer with #FreedomHair
I grew up in a male-dominated family. I was immune to the problems faced by girls. Why did my sister (cousin) make faces while walking into her school with a…
How these four brands are thinking different this Diwali
A few more hours and the festival weekend is on. It is Diwali time. Time for fun, celebrations, gifts, and shopping. This also means the wallet will see a nice…
Is belief enough for smokers to quit and buy Nicotex
Charles Duhigg in his fascinating book The Power of Habit talks about the habit loop. “We know that habit cannot be eradicated – it must, instead, be replaced. And we know…
CenturyPly Heroes campaign could have been an effective brand property
Durga Puja is special. Growing up in Haldia, I would be as excited as the bongs. The festival, approximately for five days is all about community bonding over food, music,…
Can brands do marketing without advertising [part one]
A marketing manager recently asked – Can we do marketing without advertising in the coming years? For a moment I was bit surprised. Before telling him a yes, I wondered…
Why brands need to think like publishers
A popular Indian fashion e-commerce brand shared a neat brief – “We want to transform our brand’s perception from a transactional mindset to owning the online fashion category.” The brand…
Freedom of expression vs brand/agency sensibility – where do we draw the line
Where do we draw the line? A Twitter update, a Whatsapp forward or a Tiktok video can create tensions among communities. India has witnessed it, Singapore is facing the heat…
#PowerlessQueen: Nanhi Kali & WATConsult design a special game of Chess to illustrate the importance of girl child education
Chess, the ancient game of strategy, decides the fate of the king. The two-player strategy game played on a checkered gameboard has 16 pieces each: a king, a queen, two…
Britannia Good Day celebrates the ‘Smile Makers of India’
India is home to one of the largest rail transport networks in the world carrying millions of passengers throughout the length and breadth of the country. Looking out from the…
#ShutTheFakeUp – Fastrack cheerleads a get real revolution with Gen Z
“If you can fake it, you can make it,” is no longer a truism on social media. Youngsters are too eager to call out on the fakery. Still, an ignorant…