Opinion

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Opinion: The missing piece in content marketing
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3 days ago

Opinion: The missing piece in content marketing

In an era of transient digital memories, how do storytellers create content that endures?

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Blog: What’s your ‘story’?
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Sep 12, 2019

Blog: What’s your ‘story’?

You don’t always need the elusive big-budget TVC to narrate such stories. Why not a five-minute radio spot at the same budget of front page ads to tell a story of a guy whose life changed with a new hearing aid?

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Opinion: Don't be a bling brand
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Sep 11, 2019

Opinion: Don't be a bling brand

The author talks about what differentiates a great brand from a bling brand.

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Blog: The secret sauce to a successful meeting
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Sep 09, 2019

Blog: The secret sauce to a successful meeting

The author explains how a 'self-fuelling jargon epidemic' has spread widely in the advertising industry

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Blog: Gajraj Rao, Sobhita Dhulipala, Jim Sarbh and Bhumi Pednekar: Are celebrity endorsements getting more democratic?
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Sep 05, 2019

Blog: Gajraj Rao, Sobhita Dhulipala, Jim Sarbh and Bhumi Pednekar: Are celebrity endorsements getting more democratic?

The author believes that as more brands succeed with off-beat choices, brands too to will hopefully look to experiment beyond the biggies.

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Opinion: Getting under the pitch surface - Part two
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Sep 04, 2019

Opinion: Getting under the pitch surface - Part two

This two-part series, highlights the crucial elements that a client and an agency should keep in mind. The second part of the series is dedicated to agencies

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Opinion: Deepfakes are getting too powerful for marketers to ignore
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Sep 03, 2019

Opinion: Deepfakes are getting too powerful for marketers to ignore

Now we have the ability to put ourselves in our favourite films by uploading a single selfie. Deepfakes are getting too powerful for marketers to ignore. The future of advertising could be staring you in the face

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Opinion: The biggest threat to Google and Facebook - the human psychology
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Aug 28, 2019

Opinion: The biggest threat to Google and Facebook - the human psychology

The author explains how humans have different behaviour patterns in the offline and online world

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The nonexpert's guide to corporate responsibility jargon
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Aug 26, 2019

The nonexpert's guide to corporate responsibility jargon

AHA's Brent Wilson explains three ways to avoid CR nonsense traps.

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Opinion: Getting under the pitch surface - Part one
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Aug 23, 2019

Opinion: Getting under the pitch surface - Part one

This two-part series, highlights the crucial elements that a client and an agency should keep in mind. This first part of this is dedicated to the client:

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Believe it or not: 42% Indians don’t recognise P V Sindhu!
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Aug 21, 2019

Believe it or not: 42% Indians don’t recognise P V Sindhu!

Sindhu was not the only one with poor scores on recognition. Other famous faces amongst women endorsees did pretty badly too.

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Blog: Confessions of a ‘small city’ copywriter
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Aug 09, 2019

Blog: Confessions of a ‘small city’ copywriter

If you thought that agency life was difficult in the big cities, listen to what a copywriter in Gujarat has to say.

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Blog: Fantasy leagues are proliferating. But, profitable?
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Aug 06, 2019

Blog: Fantasy leagues are proliferating. But, profitable?

The author pioneered fantasy gaming in India and looks back with great regret on how he perhaps gave up too early, too easy.

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Opinion: The sad age of marketing
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Aug 05, 2019

Opinion: The sad age of marketing

The author explains how offline and online channels should point to each other

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Brands mostly silent as Hong Kong raises its voice
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Aug 05, 2019

Brands mostly silent as Hong Kong raises its voice

It doesn't matter much, really, but this observer finds it disappointing that virtually no brands have found a way to at least show a bit of empathy with the protest-preoccupied population.

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Opinion: Making employer branding a daily focus
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Aug 05, 2019

Opinion: Making employer branding a daily focus

Why PR should own the employer branding opportunity

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Blog: Shawking! Prithvi Shaw damaged or destroyed?
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Aug 01, 2019

Blog: Shawking! Prithvi Shaw damaged or destroyed?

The doping ban will slow down brand endorsements for the cricketer, writes the author

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Opinion: The partial rebound
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Jul 29, 2019

Opinion: The partial rebound

An iterative approach to research is essential to facilitate speed, collaboration, and continuous learning

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Weekend Laugh: Producer's Diary by Dalbir Singh
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Jul 26, 2019

Weekend Laugh: Producer's Diary by Dalbir Singh

The co-founder of Kiss Films presents his weekly sketches for Campaign India

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'We are now getting to see an unapologetic form of creativity'
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Jul 25, 2019

'We are now getting to see an unapologetic form of creativity'

Santosh Desai, MD and CEO, Future Brands, explains how India's being culturally influenced by apps such as TikTok