Residual imageries are powerful. Deep down in our minds there are visual and word associations towards events, festivals, countries, celebrities and brands. Even to a non-Bengali the mere mention of ‘Pujo’ is likely to evoke an imagery uniquely associated with the festival with no ambiguity. Similarly, select countries, monuments and strong brands evoke visual cues. Diwali (or Deepavali as it is called in the South) has such cues too. In the South it is associated…
Titan Industries, known for its watch and jewellery brands, released an ad which evoked a polarised reaction on social media.…
Advertising has changed over the years. Or shall we say it has evolved and adapted as it always does, to…
Do brands and enterprises need tag lines? As with most questions pertaining to marketing & advertising, the precise answer would be ‘it depends’. The death of the tag line has been written about in trade portals for years now. The thinking behind this approach could be the need for ‘flexible branding’ – in which they present different identities to express their range or a targeted brand strategy, in which they target specific brand messages to…
The concept of Super Apps and the success stories in China (WeChat, Alipay) and South East Asia (GoJek primarily) have…
The ad industry trade portals were abuzz recently on the topic of ageism in advertising following the comments made by…
Of late, there’s been a discussion in Indian media on the importance of a brand’s country-of-origin in purchase decisions. It has been triggered by the decision by the Indian government to ban a bunch of apps of Chinese origin – TikTok being the most popular of them. Also recent geopolitical developments, tensions between the governments and the media visibility have created a mood of resentment among a lot of Indians about China and as an…
A majority of ads go un-noticed. That’s a worse state to be in than being noticed and disliked. An ad…
A brand’s unique property may include its logo, a jingle or sound mnemonic (called sonic branding) a font, colour, tag…
Recently, on the back of the Black Lives Matter campaign, Unilever India came under the microscope regarding its skin lightening cream Fair & Lovely. Online petitions urged the company to take corrective action to stop promoting fairness as an ideal state of beauty. The company decided to drop the word ‘Fair’ in the brand to change it to ‘Glow & Lovely’. They have also said they will stop using words like ‘fair, fairness’, ‘white, whitening’…