Author: Indrani Bose

Beyond the jingle: How sound is shaping the future of brands

Whatever positions the two sides take, the one startling finding for me was that a marketing priority is getting into the memory structure of consumers rather than spending hard to persuade consumers, writes Kiran Khalap – Co-founder & MD , chlorophyll.

Tik Tok, Spotify, online concerts, anthems on digital media…’sonic branding’ need not be restricted to a signature sound: any expression that can beguile the ear and is linked to the core of the brand will achieve the objectives, writes Kiran Khalap – Co-founder & MD , chlorophyll.

Fabindia partners with Unicommerce to manage its business operations across online and offline channels

Established in 2019 by IITians Anurag Kedia and Gagandeep Makker, Pilgrim is one of the fastest-growing Beauty and Personal Care brands that offers 100+ SKUs across facecare, haircare & skincare products, makeup, and fragrances. The brand’s diverse selection of beauty products is made with ingredients sourced from various parts of the world, all of which are approved by PETA and the FDA, highlighted the company. (Image source: Claudio Schwarz via Unsplash)

Fabindia will use Unicommerce’s technology to seamlessly process orders from across online channels and physical stores.

Zupee unveils ‘Sadiyon Se India Ka Apna Game’ campaign with Saif Ali Khan

The ‘Sadiyon Se India Ka Apna Game’ campaign is conceptualized and produced by Leo Burnett India and will span across TV, digital, print, radio, and outdoor platforms, complemented by a series of short films.

The campaign features Saif Ali Khan, Sunil Grover, Mouni Roy, Vijay Raaz, and Abhay Deol, with each celebrity embodying a different era, bringing alive the idea that Ludo is truly ‘Sadiyon Se India Ka Apna Game’.

Adobe announces growth in number of K-12 and higher education students and teachers worldwide

Together with IBM, HCLTech aims to train 10,000 of its engineers and architects in IBM's innovative AI technologies, specifically watsonx. (Representative image by Possessed Photography via Unsplash)

Adobe is empowering student expression and critical thinking skills with responsible generative AI designed to be safe for the classroom.

The science of connection: How emotional intelligence boosts brand performance

Most enterprises retain focus on the price, features and other transactional aspects of products, overlooking the fact that 95% of consumers base buying decisions on emotions, not logic, writes Anirban Banerjee, Senior Vice President & SBU Head (batteries and flashlights), Eveready Industries India Ltd.

EQ is not merely about striking an emotional chord with customers or resolving pain points. Rather, it entails going much deeper to earn the trust and confidence of users at a subliminal level, writes Anirban Banerjee, Senior Vice President & SBU Head (batteries and flashlights), Eveready Industries India Ltd.

LinkedIn’s Top Voice – Badge of honour or mere hook?

Not all voices on the professional networking platform hold equal weight – some offer valuable industry insights, while others may use the platform to promote personal beliefs disguised as professional pronouncements. (Representative image via Unsplash)

Beyond the meticulously crafted profiles that populate LinkedIn feeds lies a simmering debate. The question at the heart of it all: is the Top Voice badge a true mark of distinction or simply a consolation prize in the ever-growing game of online influence?

Game over for profits? Industry unplugs concerns over GST

In addition to the basic rate of 30 percent, a health and education cess at the rate of 4 percent of the amount of tax is levied. Thus the effective tax rate on lottery winnings comes up to 31.2 percent. (Image sourced via Unsplash)

With the GST casting a shadow, the online gaming industry faces a tough choice: adapt and evolve their business models, or face a potential game over.

Justdial reveals 50 percent surge in fitness service providers listed on its platform post-pandemic

The data reveals a clear shift in gym offerings, with a move away from generic memberships and towards specialised fitness centres. (Image source: Moneycontrol)

Non-metro cities, including Jaipur, Lucknow, Howrah, and Hooghly, witnessed an average growth of 78%, signifying a growing focus on fitness options in these previously underserved markets.