UNIQLO arrived in India without fanfare. No celebrity-fronted campaigns, no splashy launches. What it brought instead was a philosophy: LifeWear,...

Ask ten people what marketing means and you will get ten different answers. Textbooks offer frameworks. Social media offers opinions....

Media planning and brand building are undergoing a fundamental shift as companies move beyond traditional metrics such as reach and...

For years, the internet rewarded scale. But as feeds grow denser and attention spans fragment further, digital platforms are being...

For years, the average internet user operated on a simple assumption: someone, somewhere, was accountable for what they were reading....

For decades, the Chief Marketing Officer (CMO) was viewed as the custodian of advertising, brand campaigns and consumer communication. But...

Sunscreen may still see its biggest sales spike in summer, but India’s skincare brands are increasingly trying to ensure the...

For a platform that has scaled into one of India’s most recognisable hyperlocal commerce players, magicpin has taken a deliberately...

In 2014, selling insurance online wasn’t just difficult, it was counterintuitive. Consumers didn’t search for it, didn’t compare it, and...

Kinder Joy has spent years building one of confectionery's most recognisable names. Super Mario has spent decades building one of...