Author: Indrani Bose

Inside Banter: Let go of the cookie-cutter approach to stand out in IPL

Vodafone broke the IPL clutter with the loveable ZooZoos (left) and the Starbucks campaign (right) narrated a tale with a twist in the end and immediately garnered attention. (Representative image: left image by @transitbrand via Twitter and right image by @bilericoproject via Twitter)

IPL poses some unique challenges for marketers who have to ensure that their brands consistently stand out in this hyper-competitive space.

Brands in the news for their trade secrets

Whenever a big company’s trade secret is exposed, the company’s brand image is on the line. So are the profits. Conspiracy theorists claim that it could be a profit-making marketing scheme for the companies as well. (Left image by @TrungTPhan via Twitter, right image by Abenteuer Albanien via Unsplash)

Whenever a big company’s trade secret is exposed, the company’s brand image is on the line. Critics feel trade secrets and conspiracies are nothing but marketing schemes by brands.

#ShareTheSpotlight: When women support women, incredible things happen, Dipali Goenka, Welspun

As a woman in the industry, Dipali Goenka faced her fair share of challenges; one of her achievements is that she has been able to make the journey a little easier for other women - not just in the textile industry, but also in other spaces.

Dipali Goenka, CEO & MD, Welspun India talks about equal opportunities for women and shares the spotlight with a bunch of incredibly driven women who are helping Welspun reach greater heights.

Cancel ‘Cancel Culture’: Tata-Starbucks faces boycott calls from netizens over trans-inclusive ad

Through the trans inclusive ad, Starbucks seems to have taken a stand for the LGBTQIA community, even though in the past, brands have been accused of using the Pride Month for rainbow washing and clout chasing.(Stills from the ad)

A few days before Pride month, Starbucks came out with a trans inclusive campaign #ItStartsWithYourName but faced backlash from netizens for supporting the transgender community. But why?

#ShareTheSpotlight: Indian female sports persons are hugely under-represented: Megha Desai, ENGN

Megha Desai feels that when one is leading a new business, attracting the right talent and then nurturing the same passion and enthusiasm in them is not only imperative but also extremely challenging.

Megha Desai, co-founder and CMO of ENGN talks about how athletes’ stories of triumph inspire her every single day and how her goal is to constantly put the spotlight on these hardworking, talented girls.

Crayons Advertising aims for strategic global expansion after recent IPO filing

Crayons Advertising, which has recently filed its Draft Red Herring Prospectus (DRHP) with NSE Emerge for its initial public offering (IPO), is also in talks with a few mid-sized agencies in the UK and Middle East markets. (Image via http://thecrayonsnetwork.com)

Crayons is also focusing on getting overseas talent to be a part of its Indian operations, by engaging with multiple recruitment firms in European markets.