The pitfalls of buying influence in social media

Much has been discussed about in Indian social media after a recent blogger’s meet sponsored by a car brand. The attempt here is to share my thoughts on the larger issue of buying influence in social media and not about that specific event. Hence, I am not going to take any names – be it …

Continue reading

Airtel: the reason-why is missing boss

India is poised to become the smartphone hotspot with truck loads of players entering the fray. According to IDC, India witnessed the highest rate of growth – over 18% – in smartphone sales in Asia Pacific region during January-March 2014, outshining countries like China. And the CAGR is expected to be in the region of …

Continue reading

New advertising: @GSP creates clothing line to train baby brains

The best instances of great client-agency partnership is when the ad agency goes beyond the role of a creative services provider and becomes a true business solution provider. In 1907, the California Fruit Growers Exchange was looking for ways to increase the consumption of oranges. The legendary Albert Lasker of Lord & Thomas ad agency …

Continue reading

Brand sponsorship of global events: new challenges for brands

An interesting discussion with Lakshmanan Narayan, CEO and co-founder of Unmetric in this week’s Storybard, touched upon the topic of brands sponsoring global events. Specifically, the issue was about how with global events like FIFA World Cup, brands not associated with the event in an official capacity as sponsors are gaining mileage through through brand …

Continue reading

Death by iteration: no end in sight for ad agencies

A recent blog post by the immensely talented and insightful Tom Fishburne on the process of creative reviews touched a chord. The article went on to say: most talented designers in the world will create mediocre work if the creative review process is managed in a mediocre way; breakthrough creative only starts when we treat …

Continue reading

LYNX Australia: from chick magnet to ‘seize the work day’

Loved the new positioning and execution for LYNX in Australia. For years now, Lynx (called Axe in many markets) has hammered home the ‘chick magnet’ idea. The creative executions have been had some common underlying theme – winning over the girl, seduction, humour and lots of sensuality. My favourite executions: short duration films like ‘masseur’ …

Continue reading

KBC: time to go beyond the great leveller theme

One of the comments regarding the new ads for KBC is that while the earlier ad themes of the show being a great leveller were relevant, winning hearts is not. Agency: Leo Burnett In my view, the show has long gone past the need to convey the thought that it is a great leveller…that anybody …

Continue reading