Rajiv is based out of Delhi-NCR and writes stories on startups, corporates, entrepreneurs of all kinds, and yes, marketing and advertising world. His ‘historic feats’ include graduation in history from Hansraj College, master's in medieval Indian history from Delhi University, and PG diploma in journalism from Bharatiya Vidya Bhavan. Another forgettable achievement was spending over a decade at The Economic Times as his maiden job. For the first seven years, he learnt the craft on the desk, and the remaining years were spent unlearning and writing for Brand Equity and ET Magazine. What keeps him going, and alive, apart from stories is the heavenly music of immortal legend RD Burman.
In 2019, with the cricket World Cup being hosted in England again, two Indian startups—Bira and Ola—are now trying to do something similar. Bira, makers of craft beer, has become an official part of the World Cup after it signed a five-year global deal with the International Cricket Council last November. Its ads are now splashed across London.
Ola is also making news despite its services not being present in the UK. A report by Morgan Stanley says that the Indian cab-sharing startup will be the main threat to Uber when it debuts in the country by year-end. “We believe Ola is arguably a greater threat if media reports of Ola’s entry into London prove accurate,” say analysts.
Marketing experts are not surprised. Indian startups have become bold, confident and are flush with funds. “Their aspirations are not confined to the country,” says Ashita Aggarwal, marketing professor at SP Jain Institute of Management and Research.