Guest Column: Shantomoy Ray, Founder and Director of K Factor Communications, explores how genuine relationships are creating lasting customer loyalty beyond traditional advertising

Shantomoy Ray 1 day ago

Ganapathy Viswanathan, Communication Consultant & Author, writes on how India’s brand endorsements are shifting from star power to strategic fit, credibility and relevance

Ganapathy Viswanathan Jul 2, 2026 9:41 AM

Guest Column: Shantomoy Ray, Founder & Director of K Factor Communications, explores whether AI content is fueling creativity or overcrowding the digital landscape

Shantomoy Ray Jul 1, 2026 8:17 AM

Guest Column: Shantomoy Ray, Founder & Director of K Factor Communications, explores how Gen Z is reshaping luxury and why experiences and authenticity have become the new symbols of prestige

Shantomoy Ray Jun 22, 2026 10:32 AM

Guest Column: Shantomoy Ray, Founder and Director of K Factor Communications, explores why high brand awareness does not always translate into sales and what it takes to turn recognition into revenue

Shantomoy Ray Jun 17, 2026 8:10 AM

Guest Column: Shantomoy Ray, Founder and Director of K Factor Communications, explores how manipulative algorithms are reshaping marketing ethics by influencing consumer attention and decision making

Shantomoy Ray Jun 9, 2026 12:52 PM

Guest Column: Shantomoy Ray, Founder and Director of K Factor Communications, explores why trust is becoming the most powerful currency in modern advertising as AI reshapes consumer behaviour

Shantomoy Ray May 27, 2026 2:22 PM

Guest Column: Shantomoy Ray, Founder and Director of K Factor Communications, explores how fear-driven marketing and risk-averse ads are creating forgettable brands in an era craving authenticity

Shantomoy Ray May 25, 2026 8:03 AM

Guest Column: Shantomoy Ray, Founder and Director of K Factor Communications, on why in the age of AI driven advertising the brands that retain human emotion will be the ones consumers truly remember

Shantomoy Ray May 19, 2026 7:56 AM

Guest Column: Shantomoy Ray, Founder and Director of K Factor Communications, explores why staying culturally relevant matters more than simply positioning a brand in today’s fast-changing market

Shantomoy Ray May 12, 2026 8:01 AM

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

Guest Column: Shantomoy Ray, Founder & Director of K Factor Communications explores the paradox of being data-rich but insight-poor, where more data often leads to less clarity in decision-making

Shantomoy Ray May 4, 2026 7:41 AM

Guest Column: Shantomoy Ray, Founder and Director of K Factor Communications, reveals why adaptability is becoming the real cornerstone of brand building in a constantly shifting marketplace

Shantomoy Ray Apr 9, 2026 8:05 AM

Guest Column: Shantomoy Ray, Founder and Director of K Factor Communications, examines why differentiation is losing its meaning in a marketplace where every brand claims to be unique

Shantomoy Ray Mar 31, 2026 10:21 AM

Guest Column: Shantomoy Ray, Founder & Director of K Factor Communications, explores how brands are using emotional AI and biofeedback to shape-shift in real time and match the mood of modern consumer

Shantomoy Ray Mar 19, 2026 8:24 AM

Directed by Badal Ray & Shoma Mukherji and produced by Shantomoy Ray, ‘Bitongsho’ features a spirited ensemble cast bringing eccentric characters and surprising twists to life.

e4m Staff Mar 9, 2026 10:09 AM

Guest Column: Shantomoy Ray, Founder and Director of K Factor Communications, explores the psychology behind dupes culture and what it reveals about changing brand loyalty

Shantomoy Ray Feb 28, 2026 8:15 AM

Guest Column: Shantomoy Ray, Founder & Director of K-Factor Communications, explores why consumers say they care about sustainability but don't buy sustainable products

Shantomoy Ray Feb 19, 2026 11:03 AM

Guest Column: Shantomoy Ray, Founder & Director of K-Factor Communications, explores whether marketers create demand or uncover desires already waiting to be expressed

Shantomoy Ray Feb 4, 2026 7:48 AM

Guest Column: Shantomoy Ray, Founder & Director of K-Factor Communications, explores how rising incomes, digital penetration and fluid loyalty turn small towns into the contested growth markets

Shantomoy Ray Jan 23, 2026 1:59 PM

Guest Column: Shantomoy Ray, Founder & Director of K-Factor Communications, examines why direct to consumer brands struggle to scale profitably, as brutal unit economics expose the myth of easy growth

Shantomoy Ray Jan 16, 2026 8:21 AM

Guest Column: Shantomoy Ray, Founder & Director of K-Factor Communications, on how regional language marketing has become India’s most powerful growth lever, unlocking billion-dollar markets

Shantomoy Ray Jan 13, 2026 8:11 AM

Guest Column: Shantomoy Ray, Founder & Director of K-Factor Communications, examines how Indian buyers are rejecting logo worship for value intelligence, prioritising innovation and authenticity

Shantomoy Ray Dec 29, 2025 9:33 AM

Guest Column: Shantomoy Ray, Founder & Director of K-Factor Communications, examines how dupe culture is dismantling traditional brand loyalty by empowering consumers with information and choice

Shantomoy Ray Dec 22, 2025 9:38 AM

Guest Column: Shantomoy Ray, Founder & Director of K-Factor Communications, explores how invisible branding is redefining consumer loyalty, and offering brands a quieter path to cultural relevance

Shantomoy Ray Nov 27, 2025 10:15 AM

Guest Column: Shantomoy Ray of K-Factor Communications explains how meditative branding uses stillness and silence to forge deeper brand connections

Shantomoy Ray Nov 17, 2025 9:16 AM

Guest Column: Shantomoy Ray, Founder & Director of K-Factor Communications, writes about transforming digital engagement into lasting brand loyalty beyond temporary clicks and viral moments

Shantomoy Ray Oct 6, 2025 7:50 AM

Guest Column: Shantomoy Ray, Founder & Director of K-Factor Communications, writes on how brand consistency across touchpoints transforms ordinary businesses into unforgettable brands

Shantomoy Ray Sep 24, 2025 9:29 AM

Guest Column: Shantomoy Ray, Founder & Director of K-Factor Communications, writes about how modern brands must embrace authentic purpose beyond profit to connect with values-driven consumers

Shantomoy Ray Sep 9, 2025 7:57 AM

Guest Column: Shantomoy Ray, Founder & Director of K-Factor Communications, writes about how to build a brand that lives in people's minds

Shantomoy Ray Sep 1, 2025 8:26 AM

Guest Column: Shantomoy Ray, Founder & Director of K-Factor Communications, writes about the evolving advertising landscape and how young professionals can build rewarding careers

Shantomoy Ray Aug 21, 2025 9:36 AM

Guest Column: Shantomoy Ray, Founder & Director of K-Factor Communications, writes about how market research has transformed from guesswork into strategic science

Shantomoy Ray Aug 11, 2025 8:29 AM

Guest Column: Shantomoy Ray, Founder & Director of K-Factor Communications, writes about how brand awareness has evolved from traditional billboards to algorithmic precision

Shantomoy Ray Aug 4, 2025 12:27 PM

Guest Column: Shantomoy Ray, Founder & Director of K-Factor Communications, writes about how micro-influencers are revolutionising brand marketing by prioritising authentic engagement

Shantomoy Ray Jul 28, 2025 9:16 AM

Guest Column: Shantomoy Ray, Founder & Director of K-Factor Communications, writes about how brands must abandon safe, traditional marketing for bold disruptive tactics 

Shantomoy Ray Jul 17, 2025 9:46 AM

Guest Column: Shantomoy Ray, Founder & Director of K-Factor Communications, writes on how augmented experiences are redefining consumer engagement

Shantomoy Ray Jul 10, 2025 9:14 AM

Guest Column: Shantomoy Ray, Founder & Director of K-Factor Communications, writes about building a brand community

Shantomoy Ray Jul 8, 2025 12:51 PM

Guest Column: Shantomoy Ray, Founder & Director of K-Factor Communications, writes how brands must evolve strategically or risk becoming irrelevant to customers

Shantomoy Ray Jun 30, 2025 12:11 PM

Guest Column: Shantomoy Ray, Founder & Director of K-Factor Communications, writes on how podcasting has emerged as perhaps the most accessible & powerful medium for building thought leadership

Shantomoy Ray Jun 9, 2025 9:46 AM

Guest Column: Shantomoy Ray, Founder & Director of K-Factor Communications, writes on how experiential marketing drives deeper brand connections

Shantomoy Ray Jun 3, 2025 9:19 AM

Guest Column: Shantomoy Ray, Founder & Director of K-Factor Communications, writes on how to leverage behavioural economics in marketing for better brand recall 

Shantomoy Ray May 19, 2025 8:54 AM

Guest Column: Shantomoy Ray, Founder & Director of K-Factor Communications, writes about going beyond the numbers - why marketing metrics like likes and impressions aren't enough

Shantomoy Ray May 12, 2025 8:59 AM

Guest Column: Shantomoy Ray, Founder & Director of K-Factor Communications, writes how AI it lacks the emotional depth that drives real advertising innovation

Shantomoy Ray Apr 29, 2025 9:07 AM

Guest Column: Shantomoy Ray, Founder & Director of K-Factor Communications, writes about the power of user-generated content in enhancing brand trust

Shantomoy Ray Apr 22, 2025 9:10 AM

Guest Column: Shantomoy Ray, Founder & Director of K-Factor Communications, writes on how integrated marketing strategies create unified voice that resonates with audiences and earns their trust

Shantomoy Ray Apr 14, 2025 9:12 AM

Guest Column: Shantomoy Ray, Founder & Director of K-Factor Communications, writes on the science of story telling to build strong brands

Shantomoy Ray Apr 1, 2025 9:26 AM

Guest Column: Shantomoy Ray, Founder & Director of K-Factor Communications, writes on how the power of Emotional Branding lies in its ability to make consumers feel rather than just think

Shantomoy Ray Mar 26, 2025 9:33 AM

Guest Column: Shantomoy Ray, Founder & Director of K-Factor Communications, writes on with why understanding the psychological mechanisms behind brand loyalty is imperative

Shantomoy Ray Mar 10, 2025 9:13 AM

Guest Column: Shantomoy Ray, Founder & Director of K-Factor Communications, writes on why personalisation is the future of brand awareness campaigns

Shantomoy Ray Feb 24, 2025 9:41 AM

Guest Column: Shantomoy Ray, Founder & Director of K-Factor Communications, writes on why brands must navigate diverse cultural landscapes to achieve global recognition

Shantomoy Ray Feb 10, 2025 9:12 AM