Month: August 2024

We know how to make this a profitable business: Tata Starbucks CEO

“The last two and half to three years have been all about expansion. We now know, in some ways, what the Indian consumer wants, we know how to make this a profitable business, so it was then about taking it forward and expanding,” Sushant Dash, CEO, Tata Starbucks said. (Image source: Tata Group)

Storyboard18 caught up with Tata Starbucks CEO Dash over a cup of coffee to talk about the growth of the brand, how is India drinking coffee today and more.

Volkswagen defined by 3 words — responsible, valuable, innovative: Rahul Mathew, DDB Mudra Group

Rahul Mathew, chief creative officer, DDB Mudra Group, stated, "In the decade after the launch, we used the momentum to continue building the brand in India. ‘Innovation’ and ‘German engineering’ remained our key pillars, but we also narrowed down on the human lens of innovation and engineering focussed on the human aspect. Unlike the market, which was stuck on bells and whistles, we focussed on what made a car truly great. What made a car a Volkswagen. Our campaigns spoke about what makes Volkswagen safer, more solid, and more enjoyable for the people driving them." (Image source: VW - Unsplash)

Rahul Mathew, CCO, DDB Mudra Group, in a conversation with Storyboard18, touched upon the advertising journey of Volkswagen since its arrival on Indian shores.

Fish & Fevikwik: Why this iconic ad is still stuck in our heads

Actor Rajesh Khera revealed a fun fact. Once a fish is removed from the water, it would thrash about and attaching it to the stick would be impossible. Hence, dead fish were attached to the stick. Khera was told that they would be animated during post-production. But he was also instructed to move his hand in such a way to make it look as if the fish are thrashing about. The shot went well and there was no need to work on the movement of the fish during post-production. (Stills from the ad)

In a conversation with Storyboard18, Piyush and Prasoon Pandey, the veteran ad men, and actor Rajesh Khera, touch upon the genesis of the ad, and the aftermath post its release.

InspiRAYtion Five: The Tinder-isation Of Pitching

It took a lot for clients to lose agencies in the past, it would have to be for something so cosmic that it could not be imagined, writes Patell. (Representational image: Unsplash)

Contemporary dating behaviour seems to have entered the pitch process. With all the attendant dopamine rushes, writes adman Rayomand J Patell in this week’s column.

Indian broadcasters’ Himalayan challenge in Nepal

Experts urge Nepal to take decisive steps to curb malpractices and ensure the fair payment of subscription fees to foreign broadcasters. (Image: pritush-munankarmi via Unsplash)

Indian broadcasters discontinued their feed as they were not being paid for their services by the channel distributors in Nepal for almost two years.

Iconic global leader Kiran Mazumdar-Shaw to ‘Share The Spotlight’

Kiran Mazumdar Shaw, the esteemed Chairperson and Founder of Biocon Limited, will share her spotlight with women at the Bengaluru chapter.

Witness the impact of empowering leaders, who are sparking a chain of generosity. Kiran Mazumdar-Shaw, Biocon’s trailblazing founder, to Share The Spotlight at the Bengaluru chapter of this one-of-a-kind initiative.