customers

When global ideas meet local truths

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Guest Column: Shantomoy Ray, Founder and Director of K Factor Communications, explores the tension between global marketing frameworks and local realities

Shantomoy Ray May 8, 2026 8:09 AM

The psychology of trust in branding

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Guest Column: Gargi Sarkar, Founder & MD of RA Brand Consultant, on how trust is built through consistent customer experiences, while repeated unpredictability leads to doubt over time

Gargi Sarkar Apr 23, 2026 4:12 PM

Rethinking the Renewal: How marketing can turn transactions into relationships

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Guest Column: Vinit Kapahi, Chief Marketing Officer at Aviva India, explains how policy renewal is one of the few moments when a brand naturally reconnects with the customer

Vinit Kapahi Mar 11, 2026 8:26 AM

What I talk about when I talk advocacy: Marketing funnel in beauty & advocacy rewrought

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Guest Column: Taniya Pandey, Chief Marketing Officer of VLCC, emphasises that genuine advocacy goes beyond simply rewarding customers for positive feedback

Taniya Pandey Sep 15, 2025 8:43 AM

‘The future of agencies lies in blending art with science’

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At the e4m iDAC 2024 panel, industry leaders highlighted the need for traditional agencies to adapt in a digital-first world by merging data, technology, and creativity

e4m Staff Sep 30, 2024 11:50 AM

Myntra launches new fashion portal for Gen-Z customers FWD

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The platform will also introduce the Myntra FWD Fam, comprising 500+ creators

exchange4media Staff May 2, 2023 4:56 PM

Mercedes-Benz's new campaign targets social media-savvy AMG customers on Instagram

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The ‘Are you AMG-ready’ campaign has been conceptualized by Rankin Agency, London

exchange4media Staff Feb 21, 2022 12:36 PM

Tata Sky's new campaign highlights elevated entertainment for Tamil Nadu customers

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Rooted in the local insights, the campaign has been conceptualized by Ogilvy India

exchange4media Staff Sep 7, 2021 12:49 PM

PepsiCo India, Bharti Airtel to unlock world-class digital experience for customers

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The special initiative provides customers with complimentary 2GB data with select packs of Lay’s, Kurkure, Uncle Chipps and Doritos

exchange4media Staff Sep 6, 2021 3:36 PM

Lakmé Salon launches 'Good Hair Day 2021' campaign

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This annual campaign aims to offer a wide range of trendsetting, innovative and result-oriented style to customers, offering them show-stopping magic moments

exchange4media Staff Sep 6, 2021 12:45 PM

Myntra enables customers to use ‘Insider’ points for Covid relief

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Over 33,000 Myntra customers from various cities have contributed more than 26 million insider points to the cause

exchange4media Staff May 26, 2021 3:18 PM

'Marketing is about communicating the right product messaging'

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Manish Aggarwal, Director, Bikano, Bikanervala Foods Pvt. Ltd., elaborates more on the impact of Covid on the business and its recovery strategies

exchange4media Staff Jan 7, 2021 8:36 AM

72% Customers want brands to be inspirational: global study by Wunderman Thompson

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The study notes that while customers want brands to be inspirational only 53% experience brand inspiration, leaving a significant ‘gap’ that offers major growth opportunities for brands

exchange4media Staff Dec 10, 2020 9:34 AM