According to Varun Duggirala, co-founder and content chief, The Glitch, Brand India needs a singular narrative that focuses on three important pillars – diversity, openness and opportunity. “These three pillars need to spread across all sectors, so while each individual industry/focal area have their own narratives that are all built from a central set of values that […]
Tag Archives: BRATS
17
Aug
Aug
Eid al-Adha was celebrated in the Kashmir Valley as thousands offered prayers at local mosques amid curfew-like restrictions. Bigger mosques like Jama Masjid and Hazratbal were not open for prayers as concerns over fake news and rumour mongering on social mediahad officials on the edge. Further, the Centre on Monday wrote to Twitter asking it to take down as many as eight […]
02
Aug
Aug
The Indian laundry market, big in size but low on excitement, is all set to put on a new robe with two fresh branded entrants targeted at fashion-conscious millennial consumers. Recently, Kishore Biyani-led Future Consumerlaunched a detergent liquid brand called Voom that’s pegged at understanding and filling the need-gaps beyond offerings around ‘doodh si safedi’ and ‘stain […]
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Understanding the purchase journey and triggers of shoppers is key to winning over the new Indian shopper
31
Jul
Jul
The consumer decision journey has evolved from the early days of brand building. Today, most purchase journeys in consumer durable and computing devices category begin when customers want to upgrade their existing product or buy an additional unit, not as a replacement. The purchase journey is becoming more complex with multiple action points under four […]
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Policymakers around the world as well as in India are looking into making fairer rules for online advertisement.
30
Jul
Jul
Last month, a study by Virginia-headquartered industry association for newspapers, the News Media Alliance, estimated that Google may have earned approximately $4.7 billion in 2018 in search advertising revenue through links to news content. That number was significant. It brought into sharper focus questions on internet giants’ business practices, not just in the US and Europe, but […]
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key takeaways from India’s first online to offline attribution playbook developed together with analytics specialist lifesight
30
Jul
Jul
Understanding touchpoints that can influence a purchase is a necessary but challenging exercise. The complexity arises due to multiple factors, but largely due to the fact that consumers keep switching between touchpoints that are online and offline. For a marketer, it is critical to identify factors that influence brand and business outcomes across marketing touchpoints and prioritize advertising spends […]
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YouTube is bringing a new education feature with dedicated landing pages for educational videos.
17
Jul
Jul
Targeting teenagers, Google-owned content sharing app YouTube is bringing a new education feature called Learning Playlists with dedicated landing pages for educational videos on topics like math, science, music and language, free from algorithmic recommendations. The free-from-recommendations Playlists would have organisational features like chapters around key concepts, ordered from beginner to advanced lessons to help viewers’ focus on their lessons […]
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Indian Govt. targeting students by connecting them through social media platforms to HRD Ministry.
13
Jul
Jul
In an alarming move, the Indian government has taken a first step towards getting extremely close to the over three crore students across colleges and universities in India. Under the pretext of creating ‘social media champions’ across every educational institute associated with HRD Ministry, the government has proposed connecting students, colleges and the ministry to […]
Story
Mandate zero charges on digital transactions for merchants: A disappointment among the digital payments companies.
10
Jul
Jul
The government’s move to mandate zero charges on digital transactions for merchants has caused disappointment among the digital payments companies and could also affect onboarding of new merchants, said a note shared with the press by the Payments Council of India, the industry body for such companies. The council has also recommended that if the government […]
29
Jun
Jun
Raja Rajamannar, chief marketing and communications officer and president, healthcare business forMastercard, in an exclusively chat with Brand Equity’s Amit Bapna said “purpose is not just about going green or giving to charity” “The way in which consumers perceive and interact with brands has greatly changed in the last few years. We are in the […]