The new age marketing tool
Social media marketing (SMM) is the buzzword today. There has been a sea change in how companies look at SMM and the role it plays in the overall marketing strategy. In fact, many are saying that the social media revolution is the largest shift since the Industrial revolution. But companies need to know how to use this tool effectively
Next big AD thing
As emerging stars from sports like boxing and badminton gear up to endorse brands, branding experts and talent management professionals analyse their marketability vis-à-vis existing sporting icons in India.
‘Differentiation and being relevant to the consumer is critical to build a successful brand’
In conversation with Ramanujam Sridhar, founder and CEO, brand-comm, a Bangalore-based brand communication consulting firm.
Of Dynasties, Shah Rukh Khan, Marriage and Metaphors
The apt word to describe Santosh Desai’s Mother Pious Lady would be insightful. But, is that good enough reason to pick it up?
In a crowded market, it is important to stand apart. The branding exercise has become critical for every organisation today, and multiple means of branding are required to ensure top of the mind recall. As the Internet achieves higher rates of penetration, taking a brand online has become the norm
Marketing the right image
Canon India plans on investing Rs. 1,000 crore on improving marketing infrastructure to achieve its aim of becoming a billion dollar enterprise by 2015
Touch the right chord
Over time, the life of an Indian woman has evolved – she now presents a confident picture of being a caregiver while being a career seeker. Communication that targets the new age woman encompasses this change and more
When you’re Happy and you know it
Bengaluru-based Happy Creative Services is redefining advertising with their vision to do special things and one day be a global force
The Snapdeal Pivot
In January 2013, Snapdeal had a mere US $100,000 in the bank, a small chunk left after it had burned through almost all of the US $57 million it had raised since September 2009. Th...
Transformation by design
Polaris’ Arun Jain has engineered a unique strategy at the mid-sized financial technology company, incubating a robust products company from within a running services entity. He ...
In coffee, we trust
Tata Starbucks is the coming together of two iconic brands. 34-year-old Avani Saglani Davda, the company’s CEO, explains to us why her game plan for Starbucks in India is to “g...
Where there’s traction, Money will follow
Deepinder Goyal, founder and CEO, Zomato, shares a great working relationship with investor Sanjeev Bikhchandani of Info Edge for one simple reason: Bikhchandani is more entreprene...
Playing 20 Questions with Mittu Chandilya
The AirAsia India boss discusses his interview experience with Tony Fernandes, his firm-and-fair management style and why it is crucial to be a serial innovator to win in the aviat...
Where ownership and management are different
Dr. Ranjan Pai, Managing Director, Manipal Education and Medical Group, has led the professionalisation of the Group by consciously empowering his senior managers, seeding several ...
Building a Happy Company
Ashok Soota-led Happiest Minds Technologies has woven happiness into its business process. Find out how you can do it too....
Narayana Health’s ten-year plan
Narayana Health’s Dr. Devi Prasad Shetty wants to rewrite India’s healthcare story. His personal mantra: it is pointless talking about all the advancements in healthcare if peo...
Creative Dialogue on Scaling Up
Cognizant’s Lakshmi Narayanan indulges in a creative, freewheeling chat with L. Kannan and Vijay Babu of Vortex Engineering, a solar-ATM manufacturer....
"Businesses don’t go anywhere, people do"
Mindtree’s Subroto Bagchi urges entrepreneurs to think of their journey as a process of continuously creating infrastructure – physical, intellectual and emotional. He specific...