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Anant Rangaswami

Anant Rangaswami

Anant Rangaswami was, until recently, the editor of Campaign India magazine, of which Anant was also the founding editor. Campaign India is now arguably India's most respected publication in the advertising and media space. Anant has over 20 years experience in media and advertising. He began in Madras, for STAR TV, moving on as Regional Manager, South for Sony’s SET and finally as Chief Manager at BCCL’s Times Television and Times FM. He then moved to advertising, rising to the post of Associate Vice President at TBWA India. Anant then made the leap into journalism, taking over as editor of what is now Campaign India's competitive publication, Impact. Anant teaches regularly and is a prolific blogger and author of Watching from the sidelines.

Feb 18, 2015

Why are Pepsi and Coca-Cola staying away from ICC World Cup cricket?

The reason for both the cola majors might be much simpler than one imagines: the timing is wrong. For the colas, the biggest sales season is the three-month April-June period, which historically account for 40 percent of the annual sales. If the summer is hotter than normal, the three months could stretch to five, spilling over to July and August. #Cola #Cricekt World Cup 2015 #Cricket #IPL #Pepsi #World Cup 2015

Feb 16, 2015

Not just the cricket: India vs Pakistan match also saw audiences judge the TV ads

As Indian and Pakistani teams were fighting for a win and for bragging rights, TV audiences dissected each and every TV ads that was broadcast. #2015 ICC World Cup #Cricket World Cup 2015 #CWC 2015 #Dettol #Lays #TweetFeed #World Cup 2015

Jan 28, 2015

The extinction of the unicorn explained by TV ad

Have you ever wondered what happened to unicorns? Did they ever exist? If they did, when did they cease to exist? #advert #Canal Plus #Film #NewsTracker #Storyteller #TV #Unicorns

Dec 7, 2014

Delhi rape: Uber effectively proves its branding is a lie

The Delhi incident will do considerable damage to brand Uber with all their women consumers, and unless the brand immediately demonstrates action. #Brand #Delhi #driver #India #Rape #Uber

Dec 3, 2014

Betting on Tiger Woods: Hero Moto’s pick of new brand amabassador makes no sense

Why would Hero MotoCorp, the world's largest manufacturer of two-wheelers invest Rs 250 crore to sign on Tiger Woods as a brand ambassador? #Africa #America #brand endorsement #Europe #Golf #golfing #Hero Group #Motorcycles #Pawan Munjal #Tiger Woods

Nov 26, 2014

Why BCCI, ICC and Pepsi need to learn from FIFA-Coke developments

Pepsi and Coke have seen numerous eyeball to eyeball confrontations. This time, Pepsi needs to stare at BCCI – and BCCI will have to blink. #Coca-Cola #Corruption #Cricket #FIFA #football #India #InMyOpinion #IPL #N Srinivasan #Pepsi #Sepp Blatter #Sports

Nov 12, 2014

Provoking the Parsi to procreate: Why I am rooting for Sam Balsara’s ad campaign

I do hope the campaign works. Like many Indians who count Parsis amongst their friends, I enjoy the sweetness that they added to the Indian milk. #Jiyo Parsi #Parsi #Ratan Tata #Sam Balsara

Nov 10, 2014

I’m boycotting e-commerce businesses and home deliveries. Here’s why

But this is not about Amazon but about any of the e-commerce companies. It’s also about any of the home-delivery focused quick service restaurants. #Amazon #E-Commerce #Employees #home delivery #Quick Service Restaurants

Nov 4, 2014

Free phone to aggrieved Snapdeal customer: Unilever proves it can dance

After HUL sent the free phone, thousands of consumers across the country think better of HUL and HUL products; Vim gets a fillip; HUL gets immeasurable returns in earned media (including this piece). All because someone at HUL forgot that elephants could not dance. #HUL #Smartphone #Snapdeal #Unilever #Vim