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…
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…
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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…
Chocorobbers – How Kellogg’s Chocos Fills stole hearts this Valentine’s week
Cereal makers have turned serial robbers. Anything with chocolate inside is being robbed, depriving the world of chocolate. In case you are the chocolaty type, you’re most likely a target…
Naya Sport Naye Superstars: #Ucypher leverages content to elevate gaming to a competitive sport
Globally, the e-sports gaming market is estimated to be over USD 500-600 million with over 2000 teams consistently participating in tournaments. Gaming in India is a different story, however. The…
#DilSeDesiRouter – How Digisol created content crafted for millennials to make routers cool
A router has the most insignificant existence in our networked world. The only entities that matter to us on the information superhighway are our end consumption devices, data providers and…
#7HourMarathon vs #MySoniKudi.com – how an influential celebrity solely drove a digital campaign
Milind Soman and Gul Panag are radical achievers in their own right, both have the power to influence young minds but put to the ultimate test of a curiosity-led buzz…
Flipkart Fashion takes the video route to show the best way to look your best
One just can’t have enough of the Flipkart kids. Once sparking a wave across the media shoreline back in 2011, they are now a much-awaited brand voice to reckon with….