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    Rockasap ‘mall on mobile’ to invest USD 20 million in brand building

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    With mobiles becoming the next big wave in the digital marketing domain, Handygo, the mobile VAS provider, is all set to tap into the potential of m-commerce. The company has invested USD 10 million in developing Rockasap, a mobile retail platform to target consumption on the go. It is planning to invest another USD 20…

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    In the Digital world, product is more important than the marketer

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    In an atmosphere where collisions between business and technology are increasing and digital is being consciously rated above the core mediums of marketing, it is impossible to become complacent with the medium. In fact, marketers need to accommodate to this medium more than the medium seeks to be accommodated. Needless to say, its inevitable incorporation…

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    Dhara spices up health route with new marketing campaign

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    Running into its twenty-fifth year, Dhara, the edible oil brand, has renewed its positioning for the health conscious consumer who has become increasingly demanding as far as food categories are concerned. The brand, which for long, harped on the ‘purity’ plank has moved to offering guilt-free healthy options in terms of the different variants of…


    The kidult generation

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    Who are kids? Nobody who is 8-12 years old considers himself/herself a kid. Kids to them are less than five years old who have not yet started going to a proper school. Kids are those who watch Doraemon, Barbie and Chhota Bheem. Kids are those whose mothers help in homework. Kids are those who are…

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    Kids these days don’t want to be kids: Nikhil Sharma

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    From a wide array of kid-centric goodies to clutter-breaking creatives, Perfetti Van Melle has managed to maintain brand recall among a highly fickle minded kids’ segment.  Pitch speaks with Nikhil Sharma, Marketing Director, PVMI, to know his views on marketing to kids. Excerpts: Can we have one strategy for kids in the age of 4-14,…

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    Affle creates Ripple; claims it’s a smart
    ad network

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    Mobile media company, Affle, has launched a new ad technology network, Ripple, its rich media and video advertising network. In line with the growing convergence of smart devices, Ripple will offer advertising solutions across all smart screens including PC, mobile, tablet, smart TVs, consoles and so on. Supported by HTML 5 and Flash, Ripple claims…

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    Brands without brand ambassadors

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    “Tamil actor Vikram is now the brand Ambassador for Parle-G.” “Asin the new brand ambassador of Lux.” “Ranbir Kapoor is Nokia’s brand ambassador.” “Shah Rukh Khan, new brand ambassador for Pepsodent.” What role does a brand ambassador play in branding of a product? Brand ambassadors are like celebrities from the outside world to laymen urging…

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    Future of advertising is in managing experiences

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    ‘Consumer is the king’ is an old paradigm, and so is the thought ‘Brands manage customers’, said Prakash Nedungadi, Group Head-Consumer Insights and Brand Development, Aditya Birla Group, at the panel discussion ‘Future of advertising – Managing Customer Experiences’ at the Twelfth CII Marketing Summit 2012 in Mumbai. Nendungadi said that that traditional model of…


    Is neuro marketing a new tool for marketers?

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    Neuroscience can be defined as “the study of the human nervous system, the brain and the biological basis of consciousness, perception, memory and learning.” Marketing guru, Philip Kotler defines marketing as “the set of human activities directed at facilitating and consummating exchanges.” At first glance, there seems to be no co-relation between these two streams.That…