Category Archives: Story


Personalisation in user experience has become a strategic imperative today.

Since the advent of social media and the digital world in the early 2000s, online personalisation of content or search has been a competitive advantage. However, as the industry has progressed and matured, personalisation in user experience has become a strategic imperative today. According to a Gartner report, organisations that invest in their personalisation tools to provide an individualised […]

Software companies have been questioned by the tax department.

The indirect tax department wants the software companies to value the global brand names and logos used in India, charge a fee on that and pay 18% goods and services tax (GST) on top of it, according to people with direct knowledge of the matter. Industry trackers said currently there is no valuation mechanism for global technology companies […]

Ways that can bring your brand on the right side.

“The branding exercise earlier was to find relevant differentiation between two or three competitors. We don’t live in that world anymore. We live in the world I call the world of webs, the world of networks, the world of connectivity. It’s changing the way you think about brand,” says Erich Joachimsthaler, consultant, entrepreneur, academic, researcher, author […]

Declining household saving is forcing shoppers to buy smaller packs, and cheaper variants of household consumables.

Declining household saving is forcing shoppers to buy smaller packs, and cheaper variants of household consumables. Apart from millennials reluctant to own homes, tighter budgets and job uncertainty mean that families will put off purchasing homes. And yet the affordability and accessibility of credit, particularly with the entry of digital lending players that offer instant loans, will […]

Brands have begun to leverage audio technology to reach out to their audience.

By next year, 75% of internet users in India would be a vernacular content user base, says the recently released Mobile Marketing Ecosystem Report 2020 by the Mobile Marketing Association and GroupM. The study notes recent developments like the late-2019 launch of Amazon’s multilingual mode in Alexa for users to access the voice assistant in Hindi, as one case in […]

It’s a good time to be in the technology space in 2020.

It’s a good time to be in the technology space going into 2020, with many of the fastest-growing careers expected to emerge from the field. According to The LinkedIn Emerging Jobs 2020 Report for India, which compounds its findings based on all LinkedIn members with public profiles that have held full-time positions in India for […]

Unilever will not advertise in or sponsor films where the intended audience is primarily children.

Leading consumer goods giant Unilever, has come up with new principles on marketing and advertising its foods and beverages to children. The company will not direct any marketing communications to children aged under 12 not direct any marketing or point of sale communications to children under 6 years of age. The multinational company will stop marketing, advertising its foods and beverages and the […]

Renaming a brand can change the game.

What do Google, Best Buy, Nike, Netflix, Accenture, and Apple Inc. have in common? The answer: All these companies had a different name when they were founded. Google’s earliest name was BackRub. Sound of Music became Best Buy. Blue Ribbon Sports was rechristened as Nike. Accenture was called Arthur Andersen. Apple Inc. was Apple Computers. It is, in […]

Consumers are expected to prioritise spending on experience in 2020.

Research firm Kantar recently released the top 10 key trends that will impact the consumer behavior in India in 2020. The trends cover a range of categories including fast moving consumer goods (FMCG), durables, home buying, transportation, loans, infrastructure, online engagements, entertainment, and imported goods among others. While the trends differ across different categories, the over-riding sentiment […]