Last week I was at an event organised by Ahmedabad-based Zero Gravity Communications discussing various aspects of advertising & marketing pertaining to regional brands and content. The day had some interesting conversations pertaining to the rise of regional content, OTT and influencer marketing. Here are some thoughts gleaned during the day. Regional brand – no barrier for scale or ambition: just as there is no real case for adding the prefix ‘digital’ to marketing (as…
In my advertising career, I have not launched or grown an ad agency brand from scratch. So I am no expert in the domain of building an agency brand. But then, such details never stopped us observers (okay, armchair critics!) about commenting on any trend. In India, there have been ad agency brands which have positioned themselves as delivering growth for ‘home grown’ or Indian brands. The questions in my mind: are the needs of…
If you worked in an ad agency in the early 90s, like I did, you are sure to have come across the pigeon holes allotted to language translators. The way it worked was the text of a print ad, radio or TV script will be first conceived by an English copywriter. Based on the media plan, the print out of the text will then be placed in each pigeon hole allotted to various languages: Hindi,…