Ruchika Kumar

"Brands are expected to play a social role"

Today, the focus has shifted from achieving consistency across all touch points to being useful to the consumer, notes Charles Wright, MD, Wolff Olins

Innovation can’t cost reader experience: T Gangadhar

Innovations are not the prerogative of media agencies & media owners only, but also of advertisers & creative agencies, says MEC's MD

Gauge cost of incremental attention: Satyajit Sen

The current spurt of innovations is another tool to grab attention that somewhere dilutes brand integrity, feels the CEO of ZenithOptimedia

Integrate digital with print: Sudeep Narayan to advertisers

Both time & capturing the relevant space in the newspaper are important aspects for brand building, says Volvo India's Mktg & PR Director

Newspaper innovations shape experience: Sandeep Sharma

Conceptual messages create brand connect but tactical ones overshadow brand importance, cautions the Prez of RK Swamy Media Group

Emerging Bihar: The ‘road’ to success

MART’s Pradeep Kashyap stresses on the importance of good roadways and increasing employability to get rid of much of small town India’s p...

Pitch Exclusive: Ford India - Grit in Wheels

Ford India boldly challenges competition and names rivals in its campaign. The ‘Swap Your Drive’ campaign started with the company engagin...

Pitch Exclusive: Why brands move up to emotional connect

How and when do brands move from offering functional benefits to building emotional connect? And how do they do it?

Media owners should be accountable to advertisers: Mohit Beotra

Marketers and media owners should build a better eco-system and the latter should be accountable to the former, says Mohit Beotra, Head, Brand & M...