Advertising Marketing
Raahil Chopra
Apr 01, 2022

Brands could become purposeless if they try too hard to find a purpose: R Balki

At the launch of ‘Brands to Stands’, authored by MullenLowe Group’s S Subramanyeswar, R. Balki and Harish Bhat discussed how ‘brand purpose’ came into existence

From left: Amer Jaleel, R Balki, S Subramanyeswar, Alex Leikikh, Harish Bhat and Virat Tandon at the book launch

Please sign in or register

Access limited free articles a month after free, fast registration.

Existing users sign in here

Or
Register Now
Forgotten Password?

Having trouble signing in?

Contact Customer Support at
[email protected]
or call+91 022 69047500

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Most Read

Samsung’s ‘Hi-FAI’ tune hits Gen Z, skips others

1 Samsung’s ‘Hi-FAI’ tune hits Gen Z, skips others

Nike flips the script: From action to intention

2 Nike flips the script: From action to intention

Jonty Rhodes dives into cashback chase

3 Jonty Rhodes dives into cashback chase

AI’s double-click: More speed, less soul?

4 AI’s double-click: More speed, less soul?

Akasa Air puts ground crew in the spotlight

5 Akasa Air puts ground crew in the spotlight

Kia's Sonet embarks on a journey of uncharted thrill

6 Kia's Sonet embarks on a journey of uncharted thrill

Microdramas test India’s appetite for stories in 120 seconds

7 Microdramas test India’s appetite for stories in 120 seconds

Retail One kiosks put Nestlé’ Professional’s growth recipe to test

8 Retail One kiosks put Nestlé’ Professional’s growth recipe to test

GST simplification raises stakes for festive marketers

9 GST simplification raises stakes for festive marketers

Criteo charts new course with AI, retail media and CTV

10 Criteo charts new course with AI, retail media and CTV

Related Articles

The current wave of consumers subscribe to brands for their mission statements: S Subramanyeswar
Advertising
Nov 09, 2023
Noel D'souza

The current wave of consumers subscribe to brands ...

Cannes Contenders 2023: MullenLowe Lintas Group
Awards
May 10, 2023
Campaign India Team

Cannes Contenders 2023: MullenLowe Lintas Group

Cannes Contenders 2022: MullenLowe Lintas Group
Advertising
Jun 02, 2022
Campaign India Team

Cannes Contenders 2022: MullenLowe Lintas Group

Create, cultivate, concatenate ‘idea ecosystems’: S Subramanyeswar
Advertising
Sep 06, 2023
S Subramanyeswar

Create, cultivate, concatenate ‘idea ecosystems’: S ...

Just Published

GEO ‘converts like crazy’ and is already rivalling SEO for revenue, says Neil Patel
Marketing
21 hours ago
Robert Jeffery

GEO ‘converts like crazy’ and is already rivalling ...

EXCLUSIVE: NP Digital's founder, Neil Patel, says Generative Engine Optimisation is already outperforming paid search, email and SMS. He speaks to Campaign Asia ahead of his Singapore trip.

YouTube doubles down on AI, brand deals and creator tools
Marketing
23 hours ago
Vinita Bhatia

YouTube doubles down on AI, brand deals and creator ...

As it layers AI across nearly every product surface, the platform is betting that automation and insight will deepen its hold over creators and advertisers alike.

Jerry Greenfield’s last scoop: Ben & Jerry’s co-founder quits
Marketing
23 hours ago
Kyle O’Brien

Jerry Greenfield’s last scoop: Ben & Jerry’s ...

Greenfield accuses Unilever of silencing the company’s activism.

The real risk in playing it safe
Opinion
1 day ago
Sameer Sankhe

The real risk in playing it safe

Breakthroughs rarely emerge from cautious committees. For agencies testing AI, alignment, autonomy and acceptance of failure outweigh top-down declarations.