When the digital wave started, it created a luxury of time for audio-visual brand expressions. In the 6-minute digital film format, the creative teams and brand custodians were no longer constrained by the 30 – 45 second capping. A result of high cost of advertising exposure on television. It gave birth to short digital films,… Read More »
I am not sure. What should be the reaction? Should one be happy, seeing 10-plus pages of more than 12,000 words in repetitive boring style listing details of the upheld complaints, keeping it transparent and open? Should one be sad, that after so many initiative, tie-ups, education, there are repeat offender category, brands and companies… Read More »
Nothing has changed. Women empowerment and all. The situation is much different than what the advertising fraternity will want us to believe. In some Hindi film, there was a dialogue, ‘Yeh saala itna kameena hai ki apni maa ko baych kayega’. No, we are not that bad, but we still overtly trigger desired sentiments and… Read More »
This week I am taking a detour to share some of the work, which I believe must be appreciated. Story-telling is a key pivot for the communication business. And if one can make the static medium like Print come alive with a story that involves and engages the reader, the job is done. Unfortunately, such examples… Read More »
Take a piece of paper and keep your pen ready. When I ask you, just go ahead with the first few thoughts that hit you. Do not think, compare and evaluate. The sheet of paper is your confidential note. No one is going to read it, unless you share. So, it is possible for you… Read More »
The past is just a story. You can do nothing else but learn from it. And future is vague, undefined but intended. So today is when you are nearest to the reality, ready to write the next chapter. Today or for that every moment of your life has been the opportunity to write the chapter… Read More »
Last time round, I discussed the need for you to write a new chapter for the brand. I shared how it is important to keep the brand-consumer romance alive. Hopefully you have taken that seriously and you are brimming with few ideas that you would want to execute. If you were part of a different story and… Read More »
Brands work with familiarity and consistency, with benefits and relevance and with emotional connect. They are just like human being. A set pattern of behavior and an accepted level of unchanged unmagnified performance bring stagnancy into relationship. It is like marriage. A brand just like in a successful loyal marriage must strive to enhance the… Read More »
I must first share three things with you. One, I have taken a long time to read ‘STORM THE NORM; by Anisha Motwani. Two, Anisha Motwani is a friend and a fellow Marketing Buzzer, a thriving community of people with ideas and opinions. Three, I have earlier recommended the book on social media based on… Read More »
April 7 to 9, 2016 will see the 11th edition of Goafest. The event has survived a controversies and absenteeism. The team at the helm must be appreciated for doing such a fabulous job. This year afresh the Goafest team meeting important stakeholders – the advertisers, agencies, journalists and past jury members. That is a… Read More »
