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GUEST COLUMN: Brand Positioning in FMCG sector is more than just good packaging, logos

Mumbai: The FMCG sector happens to be one of the toughest and volatile categories to succeed, often regarded as modern branding’s birthplace. The FMCG market in India was valued at $110 billion in 2020. The overall market size of FMCG had nearly tripled as compared to 2012. Furthermore, by 2025,...

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GUEST COLUMN: How D2C brands can level up their digital marketing game in 2022

Mumbai: In today’s times, Direct-to-consumer is an extremely exciting space, primarily because there are so many interesting brands coming up in multiple industry verticals. Right from food to technology to health and many others, there are home-grown D2C brands making it big while raising...

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GUEST COLUMN: Paradox of Choice - How to influence consumers to pay attention to your brand

Mumbai: Twenty-four hours in a day and a zillion media choices to be made! This is the new regular day in the life of a consumer. From numerous apps to dime a dozen platforms along the consumer journey, audiences and advertisers are facing a present-day that is rife with limitless choices. Why? But...

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GUEST COLUMN: One accurate measurement is worth a thousand expert opinions

MUMBAI: Management guru Peter Drucker once said, “Because its purpose is to create a customer, the business enterprise has two -- and only these two - basic functions: marketing and innovation.”

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GUEST COLUMN: Five game-changing Indian ad trends to watch out for in 2022

Mumbai: The pandemic came as a sudden blow to every industry, with the Indian advertising industry being no exception. But this industry turned a challenge into an opportunity and is now on its path to recovery with a 12.4 per cent growth rate predicted by 2022. Advertising spends on digital media...

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