They all have a purpose clearly articulated by the founders that drives the brands, its employees and which impacts the consumers too as they continue to remain loyal to the brand

Ramanujam Sridhar Nov 27, 2017 8:46 AM

Patanjali must mean quality. If there is a problem, the brand needs to own up and fix it: Experts?blur=25

In the context of armed forces’ canteen stores suspending Patanjali Ayurved’s amla juice, experts advise the homegrown FMCG major to be accountable and address the issue

Madhuwanti Saha Apr 25, 2017 7:30 AM

Airtel, Vodafone or Idea: Who wins the 4G communication battle??blur=25

While Airtel launched their 4G campaign with Sasha Chhetri, Vodafone got back their pug after four years and Idea Cellular highlighted how 4G can change a life for the better

Sarmistha Neogy Aug 31, 2016 8:09 AM

brand-comm launches Brand Academy, an e-learning platform for holistic brand management?blur=25

The academy will offer courses in Brand Management, Advertising Management and Market Research

exchange4media Staff Aug 13, 2016 7:57 AM

Trendspotting: Gaana.com, Biba, Lays & Tata Coffee leverage 'granny charm' to connect with consumers?blur=25

Brands across categories are using the loving old character of a granny in their communication to break the clutter and standout

Sarmistha Neogy Mar 21, 2016 8:53 AM

Tribute: Ramanujam Sridhar Only AGK!?blur=25

While AGK had many wonderful qualities, the one I admired most and tried to internalise, was his ability to delegate and simultaneously motivate his team writes Ramanujam Sridhar.

Ramanujam Sridhar Feb 8, 2016 8:11 AM

Long-format story telling will continue to rule in 2016:  Experts?blur=25

2015 witnessed a surge in the number of brands that adopted the long-format narration. From brands across categories, this was one of the most prominent trends which is here to stay

Sarmistha Neogy Jan 13, 2016 8:51 AM

Low-involvement category brands redefine ad narratives in 2015?blur=25

Ambuja Cement, Scotch Brite, insurance (HDFC Life, Tata AIA Life & Birla Sun Life) and plywood (CenturyPly & Greenply) brands weave interesting stories to get consumers involved with the brands

Sarmistha Neogy Dec 11, 2015 8:28 AM

Flipkart’s ‘Big Billion Days Thank You’ is an attempt to build equity with consumers, say experts?blur=25

Flipkart came out with a front page full ad on Times of India, along with a video to thank consumers for supporting them during the recent Big Billion Days Sale. exchange4media spoke to social media experts and brand heads to understand the strategy behind Flipkart’s move

Sarmistha Neogy Oct 27, 2015 8:15 AM

Why e-commerce ad spends will be runaway success this festive season?blur=25

E-commerce space took off spectacularly well last Diwali with small as well big e-commerce players in a no holds barred ad spend spree. Industry experts believe this festive season will be even better for the flourishing sector

Sarmistha Neogy Jul 27, 2015 10:10 AM

Why e-commerce ad spends will be runaway success this festive season?blur=25

The small as well as the big e commerce players bare no holds in spending on ads. With more money coming into market, it feuls more ads during festive season. Read more.

Sarmistha Neogy Jul 27, 2015 8:21 AM

Flipkart’s new employee-friendly policies a step in the right direction, say industry experts?blur=25

The e-commerce giant has recently announced new Maternity Leave, Paternity Leave and Adoption Policies for its employees

Sarmistha Neogy Jul 15, 2015 8:34 AM

Maggi controversy brings other noodle brands under FSSAI scanner?blur=25

Things turned worse for Maggi, as the government dragged Nestle to the National Consumer Disputes Redressal Commission (NCDRC) for "unfair trade practices and misleading advertisements" and may seek financial penalties among other actions

Sarmistha Neogy Jun 9, 2015 8:08 AM

Flashback 2014: How many billions do you have??blur=25

The most significant happening in 2014 has been the emergence of the billionaire entrepreneur with VCs beating a path to his front doors, says Ramanujam Sridhar, Founder and CEO, brand-comm

Ramanujam Sridhar Dec 29, 2014 9:00 AM

Ranbir Kapoor dunks into the Oreo family?blur=25

This is the first time that two adults have been shown in the ad in order to avoid being seen as a kids' brand

Twishy Dec 9, 2013 8:17 AM

What makes Idea ring??blur=25

When all the telecom brands were milking on friendship & youth, it was important for Idea to connect with the youth & create buzz around the brand

Twishy Apr 18, 2013 8:13 PM

Is the beverage category over-dependent on use of celebrities??blur=25

Using popular stars is considered to be the safest formula to sell a product to the mass market. However, it is important to leverage the equity of the celebrity

Twishy Mar 19, 2013 7:03 PM

Ad Club Madras to host Maddy Awards on March 30?blur=25

Integrated Brand-Comm’s R Sridhar, Cartwheel’s R Desiraju, Draftfcb Ulka’s KS Chax, and Leo Burnett’s KV Sridhar will judge the entries this year

Deepa Balasubramanian Feb 27, 2013 6:48 PM

“Advtg generates 13% of the overall revenue of PVR”?blur=25

When a person comes to watch a movie, he/she is in the best mood possible to imbibe any advertising, says Gautam Dutta, COO, PVR

Twishy Dec 12, 2012 7:40 PM

Footwear options: Liberty or Versace for Hrithik Roshan??blur=25

Are celebrities that are spotted only with the likes of Ferragamo, Jimmy Choo & Versace good ambassadors for Liberty, Relaxo & Metro?

Twishy Nov 8, 2012 3:41 AM