M.A.D: Marketing & Advertising, Decoded
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A pinch of salt, for everybody
India's biggest salt maker Tata Salt has sprinkled close to a dozen brands to cater to a wide set of consumers and their needs. Is the strategy worth its salt?
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Winkin' and Laughing: A tale of two cows
Britannia's Winkin' Cow and Bel's The Laughing Cow started grazing at the same time in October 2018. Four years later, they are walking in sync and the dairy rivals are mooing 'holy cow'
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Meesho: Arrey Waah! I'm lovin it!
By the looks of things, Meesho's new look appears deceptively close to that of McDonald's. For a brand which made a mark with its quirky advertising, the reaction to its new look(alike) is definitely not something Meesho was looking for!
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Hic! Pernod wants you to drink more (water)
While the global liquor major's cheeky campaign intends to create awareness around drinking more water while consuming alcohol, the commercial does what every surrogate advertisement does: Reinforce the original brand and messaging
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Blow-by-blow account: Kotak counts, HSBC talks account
While Kotak Mahindra Bank sticks to traditional advertising language, HSBC is trying to change the grammar of bank advertising. Which format will click?
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Nuisance to new sense: Can edtech advertising kill FOMO?
ASCI has released a long list of advertising guidelines for educational institutions and edtech players. But can they curb the menace of misleading and objectionable advertising? Well, looks like 'past record is no guarantee of future prospects'
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A pinch of salt: Can Tata Salt be a Horlicks, Complan or Bournvita?
Marketing and branding experts reckon the latest campaign tagline of Tata Salt—tez baccho se hi toh tez desh banta hain—is adding salt to the wounds. Find out why
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Green vs Blu: An electrifying cab war in the offing
Uber's 'Green' EV fleet is pitted directly against the biggest homegrown EV cab player BluSmart in India. Can the desi warrior keep the global David at bay?
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Dhoni, Kohli, celebs and the menace of misleading ads
There has been a staggering 803 percent jump in complaints against brand advertisements featuring celebs. Yet, nobody—neither brands nor celebs—is playing responsibly. Why?
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Can KamaSutra pole vault to the top?
With a new owner, can the brand finally get a much-needed marketing push, enough advertising thrust, a wider reach and a premium positioning to topple condom leader Manforce?
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The whole picture: Apart from content, what can attract more eyeballs on TV?
The three Rs—reach, ranking and ratings—are what advertisers and media buyers tune into to fix their television planning