Category: Brand Makers

From coffee to masala chai: Decoding the Indianisation of Starbucks

Sushant Dash, CEO, Tata Starbucks, says, "You need to remain true to what the brand stands for at the core. We will always be about coffee and food that goes as a supplement with coffee... You can’t compromise on that."

Sushant Dash, CEO of Tata Starbucks, shares the company’s plans on the Indianisation of offerings and expansion.

CWG 2022: Brands must look beyond colour and number of medals

The question we should be asking is what do the medals mean for our athletes beyond just a great sense of achievement and national pride? It means many things. But very importantly, it triggers a potential acceleration in their financial earnings which they truly deserve. (Representational image: Steven Lelham via Unsplash)

All our medal winners must find similar opportunities with brands once they come back home. The younger brands are far more open for such engagements today.

India At 75: BYJU’s Divya Gokulnath on building a new India

Globally, more than 72 million children are not able to gain access to an adequate education. In India, only about 43 percent of the roughly 255 million youth in the 15–25 age group are enrolled in educational institutions, writes Divya Gokulnath. (Representational image via Unsplash)

Divya Gokulnath, co-founder of BYJU’S, writes about building a new India on pillars of technology, education and entrepreneurship

We will have coders sitting alongside copywriters: Sandeep Goyal on NEXT

Rediffusion's Goyal tells Storyboard18 that they believe a lot of the new-age companies are very tech-driven as most have engineers at the controls. NEXT will target these companies. (Representational image via Unsplash)

In an exclusive interview with Storyboard18, Dr. Sandeep Goyal, managing director of Rediffusion talks about what makes the new agency NEXT different, building the team and why Rediffusion is not in the network play.

CXO Moves: Nykaa ropes in Unilever exec as its private label CEO quits

Keep up with all the key people movements in the brand marketing ecosystem. (Representational image: Thomas Le via Unsplash)

Home Credit, Amazon, Wondrlab, FCB, Ogilvy, Honasa, Wunderman Thompson and more, beef up their executive cadres. Here’s a round-up of the people who are in, out and in-between in the past two weeks.

Bookstrapping: Hul Hul – The suppression of the Santal Rebellion in Bengal, 1855.

What’s absolutely astonishing about the rebellion of 1855, is that the Santals fought for a region that they were passing through. (Image: Cover of Peter Stanley's book. Amazon India)

The plot, stratagems and alliances of the rebellion itself, form the bulk of the book by Peter Stanley. Meet new heroes you probably haven’t heard of. Bookstrapping Rating: 3.5 stars

Frenemies turned partners: How CMO-CFO union is helping firms achieve growth

Interactive Avenues is tasked with expanding the brand’s consumer reach and engagement in digital medium and ultimately strengthening Dawaat in the consumer packaged food segment. (Representational image: Claudio Schwarz via Unsplash)

The relationship between finance and marketing is evolving into a symbiotic one, giving rise to a new jodi No.1 in the brand marketing ecosystem – the CMO-CFO partnership.

Simply Speaking: Brands Need Editors. Here’s Why.

Stories serve as fundamental ingredients in allowing people to create a shared sense of being. Shared stories lead to shared values which in turn leads to a shared world view. This calls for attention to the goings on in the world as an Editor would give it. (Representational image Mayur Deshpande via Unsplash) 

The rise of brand journalism signals an exciting time in media, and it shows no signs of slowing down.

There will be a complete change in how people perceive real money gaming: Deepak Gullapalli

Deepak Gullapalli, Founder & CEO, Head Digital Works

In an exclusive chat with Storyboard 18, Deepak Gullapalli, Founder and CEO, Head Digital Works talks about change in messaging, growing marketing spends, getting Shah Rukh Khan as brand ambassador and perception change around real money games