Tag Archives: BRAND

Is 6-minute digital film risking brand association?

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 »

SMALL OR BIG – REPEAT OFFENDERS- NOT AFRAID OF ASCI

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 »

Return of the STEREOTYPED MOM!

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 »

7 Brand Creative you can’t ignore

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 »

Have you written a new chapter for the brand?

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 »

‘STORM THE NORM’ too simplified

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 »

What I want at GOAFEST 2016.

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 »