Opinion
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The power of DOOH: Making 'the goldfish' remember your brand
As digital OOH evolves, Indian brands will need to embrace AI and programmatic to unlock its full potential, says Radiowalla Network Limited’s chief operating officer.
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From labels to loyalty: Trust takes centre stage in India’s wellness market
As the wellness market evolves, so does the need for accountability. Brands that embrace this trend will earn long-term consumer loyalty, says You Care Lifestyle CEO.
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Beyond the box: Why FMCG brands must rethink packaging
Sustainability is no longer a slogan—it’s a survival strategy. FMCG players must align packaging innovation with consumer realities or risk losing relevance, say Ipsos India experts.
Old souls, smart tech—the consumer paradox brands can no longer ignore
As technology races ahead, a new kind of consumer is emerging—one who wants smart solutions powered by AI, but also the grounding comfort of rituals, nostalgia and analogue charm, observes FCB Interface's Noor Samra.
Why reframing the ad agency-client relationship can help creativity
The evolution of ‘the client’ from a straightforward descriptor — someone receiving services — to a phrase laced with frustration or negativity is easy to understand.
Here’s a thought: The ad industry still needs big personalities
While personality cults around agency founders seem a relic of a less enlightened past, three experts argue that to break the rules and take back control, advertising needs at least a few larger-than-life figures.
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Beyond the follower count: When influence meets due diligence
The influencer economy is growing up—fast. For brand marketers, it's no longer about viral reach but strategic fit, risk control, and real consumer resonance, says C Com Digital founder.
Are Gen Zers just boomers in disguise? What marketers must be mindful of as kids become adults
Marketers have long attempted to distill generational behaviors into easy stereotypes, but Gen Z resists these tidy boxes.
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Is your brand ready to ride the social search wave?
With over-dependence on search engines becoming passé, brands that embrace social discovery will reap future rewards, says GALE India president.
Reputation management lessons from Gensol–BluSmart crisis
In the age of real-time scrutiny, trust is not built by clever marketing. It is earned through transparency, accountability and speed, says Bloomingdale PR CEO.
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Smart bots, smarter brands: How AI is redefining customer service
Brands that get the human-AI bot balance right will are better poised to address consumer issues faster and earn lasting trust, says HAWK Gozoop Group's COO.
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The art of dealing with the new trade order
Donald Trump's tariff tornado will have wide-reaching implications, potentially placing advertisers and agencies at a fundamental pivot point says New Commercial Arts’ David Golding
Truth or tact? Brands walk the trust tightrope
Radical transparency and strategic silence may sound like strange bedfellows, but striking the right balance between the two is key to earning consumer trust, says Column Inches founder.
Is corporate silence on Trump tariffs really golden?
Despite a chaotic week for PR figures handling the fallout from US President Trump’s tariff changes, the corporate world has remained relatively silent—but is this the right comms move?
Are you over-invested in performance marketing? Think again
Depending solely on performance marketing to tap 5% of potential clients excludes 95% unaddressed, states NP Digital India's CEO and co-founder.
How real is the threat of AI-driven job cuts within PR?
Is the PR industry on the cusp of widespread redundancies or is the truth a little more nuanced and complicated?
Why brands must rethink the marketing funnel
As the marketing funnel continues to evolve, the brands that adapt, integrate, and invest smartly will come out as winners, says The Trade Desk managing director.
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The brands that educate, dominate
Does your brand focus on consumer education? The brands that teach today will be the ones that lead tomorrow, says Stratedgy's co-founder.
The psychology behind negative reviews
While negative reviews are inevitable in business, they offer insights into what improvements are needed, notes HAWK Gozoop Group's associate director for online reputation management.
Is it possible to say nothing?
The Marcom Avenue's assistant vice president for marketing reflects on the connection between art and commentary, and how creative expression is subtly tethered to the human condition.
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