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Rajnigandha Rajdhani anyone?
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Artist Atul Dodiya recently remarked -- quite tongue in cheek -- that what is kitsch in Mumbai is culture in Banaras. After all, rani pink is curious and splashy at a luncheon party overlooking the Back Bay at a sea-view pad in Malabar Hill, and an everyday colour while setting sail a leaf bowl filled with flowers and candles from the steps of Assi Ghat. What a revelatory comment!
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As Kangana Ranaut receives yet another National Award, for yet another superlative performance, we took a look at her brand monitor and that of her alleged former lover and current bête noire Hrithik Roshan. Luckily, opinions are passé. There's data to evaluate everything. First, a little bit of old world wisdom. When two people fight, the winner is always someone else.
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Consumers today don't just receive the story being written and disseminated by the custodians of a brand. Despite the clutter of established and emerging brands in every sub-segment, consumers are able to identify what a brand stands for. Not what a marketer communicates, but the sum total of what the consumers understand and experience, how they endorse or communicate about a brand. Consequently, consumers are happy to script their own stories of what a brand means...
There are thousands of brands in Asia, with more cropping up each day. How do you ensure your brand grabs the attention of consumers for the longest time? Each country in Asia is as heterogeneous as all of Europe. Many are yet to consume brands that the West takes for granted. More importantly, many are yet to realize why they should consume them in the first place.
Aamir Khan has no brand endorsements left in his kitty. Ostensibly because of his recent statement on 'intolerance'. Do you think an intelligent, successful man like Aamir 'forgot' to consider the consequences of his statement? Highly unlikely.
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General entertainment shows could reflect the messages of social impact missions like Make in India, Digital India and Swachh Bharat through very subtle in-programming. What if Taarak Mehta and his family were shown picking up rubbish in a scene? What if a Bigg Boss contestant got nominated for eviction for lack of hygiene? Such messaging could seep in slowly and unconsciously highlight positive behaviours and discredit negative behaviours. Over time, new beliefs could shape new societal habits.
The online advertising industry has for several years been faced with the challenge of how to distinguish between user intent and actual conversion. Until recently, the model has stayed the same: impression, intent, click, landing page, and purchase. The issue has always been in the steps impeding a consumer from getting to the point of conversion. However, this challenge is today being addressed with the integration of smart data and the provision of secure Buy Now buttons on display ads that eliminate several steps between impressions and purchase.
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Social media has become an inseparable part of the modern individual's life. It not only is the prime source of entertainment these days, but also provides information and awareness. Brands use it as...
We inhabit a world of hyper consumerism and hyper marketing, where it's easy to be lured by the power of gloss, the promise of words, and the premise of the implied. But really, truly, deeply that varnish will not hold the stead of time if the inside is shaky.
We all know the value of brand equity and the significant role it plays in the marketing strategy of every business. Increasing market share and customer acquisition (as well as retention) through the use of celebrities like Amitabh Bachchan or Priyanka Chopra and so on has been a consistent practice of brands for years now. And why not? These celebrities are strong brands in themselves and attract instant attention with their presence both on and off the screen.
The outpouring of nostalgia on social media following the controversy surrounding excessive lead in Maggi Noodles pointed to one amazing fact--the absolute invasion of Indian hearts by a Swiss brand....