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Why India’s smartest marketers are blurring category lines
In digital India, cultural storytelling trumps category boundaries. C Com Digital’s founder and director finds how marketers tap lifestyle-led convergence to drive relevance, recall, and revenue.
Zomato’s ‘Fuel your hustle’ runs on empty
The food delivery platform trades its signature wit for a tired hero montage, borrowing from Nike and Apple with little freshness.
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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.
Transparency: A critical ingredient for brands to ride the wellness boom
As consumers expect greater transparency from wellness brands, they must embrace it in their messaging to succeed, says Design Bridge and Partners' senior brand strategist.
MTR serves up a steaming bowl of culture and comfort
By fusing motherly love with Karnataka’s Yakshagana folklore, MTR’s latest campaign stirs up nostalgia and regional pride to drive brand love.
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From doorbells to stock bells: Swiggy’s decade rings on
Its in-house ad film celebrates its stock debut, cleverly linking delivery doorbells to the NSE bell and honouring its delivery partners.
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