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  • TRP Scam: Why the latest controversy involving certain news channels does not hold merit
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  • September 22, 2020
‘Be Indian, Buy Indian’ (BIBI) is the branding mantra for ‘Vocal for Local’ (VfL) among a large swathe of Indian business and talking-heads. That not only misses the point of value addition that branding adds to a product but also trivialises the potential brands have for establishing India as a global powerhouse.
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  • August 7, 2020
Globally, the response to the Covid-19 pandemic has, in most countries, been a lockdown of nearly all economic activity and shelter-in-place rules. In this environment, the hunker-down, increase share-of-voice strategy of previous recessions is unlikely to work, for the following reasons:
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  • December 10, 2018
Imagine a situation in the real world. One has researched extensively for a product one needs, compared notes with friends, searched high and low for the best price and finally has decided to buy the product. The person goes to the shop to get the product only to have a sign staring at their face that says the shop has relocated to a new place with no new address provided.
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  • December 10, 2018
The first challenge facing marketers is reaching their potential customers to be able to sell to them. In the analog world marketers achieved this through advertising – on mass media, on retail shelves, on the road, pretty much everywhere consumers congregated.
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  • December 7, 2018
Search Engine Optimisation (SEO) is a powerful digital marketing tool. Most practitioners of SEO focus on the arcana of the practice – keyword density, tagging, recursive urls, etc. These are important. However, often SEO is implemented after a web site has been created, missing out on strategizing the search plan, which should be the basis of the implementation.
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  • December 7, 2018
Statista, a leading provider of market and consumer data, estimated that digital advertising spends in 2017 were USD 266.24 billion. This was nearly 50% of advertising across all media. In itself, this is a spectacular achievement considering that the Internet itself came into existence a mere 23 years ago.
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  • December 7, 2018
The first challenge facing marketers is reaching their potential customers to be able to sell to them. In the analog world marketers achieved this through advertising – on mass media, on retail shelves, on the road, pretty much everywhere consumers congregated.