Renaming of a country is a costly exercise. For instance, the estimated cost of renaming Swaziland to Eswatini was $60 million
In our newest Weekender column, we spoke to Heads Up for Tails' CMO who said that with non-toxicity, only a personal commitment (from management) can translate into a corporate commitment
Impact of responsible use of consumer data and consent management is resetting the balance that runs the Internet
Existing digital ad and marketing systems cannot afford to find money to rewire themselves. It will be an outside job. But whose job?
Rohit Kumar Singh, secretary, Department of Consumer Affairs (DoCA), said increasing instances of misleading statements about products' eco-friendliness are a matter of concern
In its initial phase, the partnership has seen the launch of Network18's key channels such as CNN-News18, News18 India, CNBC TV18 and CNBC Awaaz on the platform
McCann Worldgroup's Prasoon Joshi discusses behind-the-scenes nuggets and narratives that are shaping brand Air India's transformation
'Bullish on India' campaign highlights that the nation's economy has not just endured challenges but has also thrived, ushering in a promising future. Through a collection of impactful industry stories, the campaign underscores India's capability to sustain economic growth across diverse sectors
'Bullish On India' will put a spotlight on India's vast economic landscape to provide investors, businesses, and readers with comprehensive insights into the factors propelling India's growth trajectory
Purposeful leadership nurtures a culture of authenticity and openness. Alignment of actions with goals nurtures trust among stakeholders—be it customers, staff, or investors, writes Devendra Chawla
The head of foods business at Nestlé Maggi talks about maintaining relevance with Gen Z, content creators calling out big companies and transparency being a critical point for the company
Nykaa's public market debut is only the beginning of the beauty and skincare sector boom in India. With a focus on clean beauty, personalisation, and robust expansion plans, homegrown brands have big plans
KFC India's recent campaign features 'Queen of Speed' PT Usha. Earlier this year, we saw Cred ads featuring Rahul Dravid, Venkatesh Prasad, Javagal Srinath, and Kapil Dev. Edtech platform Whitehat Jr also roped in Dev. What’s with marketers hitching their brandwagons to veterans?
Titan Company's Vandana Bhalla reflects on how The Great Resignation has affected her as a manager and shares tips on how to get through it
There is Abhi-Ash, there is Saifeena and even Amitabh-Jaya. But, for marketers, these power couples still haven't rub off on brands as much. After the initial hype, VicKat may see the same fate, unless they flip the script
Think of Apple—the boss of tactile branding. Netflix’s 'Tudum'. Mastercard’s ‘priceless’ experiences, macarons, and scents. Multisensory branding is an arsenal that can serve marketers well in today’s diverse, multichannel environment, writes Sumit Virmani, CMO, Infosys
EV charging stations can potentially be an impactful outdoor advertising platform, giving brands access to an upwardly mobile, tech savvy and affluent urban consumer base
Brands across sectors like auto, FMCG, and gaming are tying up with music labels, making music an integral part of their marketing playbooks
The pandemic accelerated ad-land's talent drain as employees sought better pay packages, work-life balance, and growth opportunities
Brands targeting millennials and Gen Z users have added online gaming and esports to their advertising gameplans in 2021. Here’s how the year fared for platforms, players and brands
Decoding modern-day advertising briefs–what works and what doesn't
Renewed focus on digital messaging and video-assisted sales kept the luxe market in India buoyant through 2020 and pushed sales numbers to a record high in 2021
The cult of Indian executives running global companies grows, and not just linearly. Here's an attempt to analyse the larger implications of the growing phenomenon of the Made-In-India CEO
In an exclusive chat with Storyboard18, Bengaluru-based creator and internet sensation Shraddha Jain (aiyyoshraddha) talks about influencer marketing, what brands want, storytelling, trending videos that travel from Pune to Paris, and more
Edtech, fintech and foodtech, especially, brands are increasingly facing backlash that can erode brand value and adversely affect consumer perception. So what’s the crisis plan?
They aren't exactly the bloody Cola Wars of yore. But brands are getting cheekier in commercials, spoofing ads of other brands. The question is: Who is laughing?
Marketing is a dynamic field and the pandemic has just highlighted how much it changes, evolves and adapts, says Gaurav Sinha, head of marketing, Audi India