Brands

Branded filmmaking gets new lease of life on streaming services, thanks to crunch of advertising on OTT platforms

With more people glued to streaming services, many of which do not allow advertising, companies are finding that they need to be creative about the ways they get in front of audiences no longer seeing 30-second commercials.

Beyond Unilever's cosmetic renaming of Fair & Lovely, brand must redress years of profiting off India's dark skin stigma

Let’s seize the opportunity to get Fair & Lovely to repair the damage it has caused, writes Anuradha SenGupta

Godrej Consumer Products Q4 net profit slips 75% to Rs 230 cr on COVID impact; sales down over 12% to Rs 2,132 cr

Shares of Godrej Consumer Products Ltd on Wednesday settled at Rs 534.55 apiece on the BSE, up 3.24 percent from their previous close.

Pepper raises Rs 2 cr from Snapdeal Founders’ Titan Capital, other investors; startup plans to expand team in Mumbai

Pepper is looking to expand its team in Mumbai and focus on product and its technology platform that will enable content creation ‘on-demand’.

Surf Excel ad: Mileage may vary, but brands will measure social engagement not tut-tutting of trolls

It doesn’t matter what we 'think' about the Surf Excel ad, what matters immensely to the brand is how much we’re obsessing over it and for how long. The fundamental disconnect between garden variety opinion and how brands measure earned media is playing out in real time, like it has in so many other moments. In recent months, the Nike ad featuring Colin Kaepernick, the Gillette ad riffing on the #MeToo movement have all applied the same tactic (or you could call it strategy, if you prefer) of inserting themselves into a cultural moment and then measuring the social touchpoints while earned media exploded around the bonfire they started.

5 Women who won against themselves, the system and at the Oscars

Will the planned consumer protection law run amok with businesses and spoil the free-market spirit?

One hopes the overzealous Central Consumer Protection Authority does not constantly snipe at the marketing people and become a kill-joy commissar

How Nature Basket Scripted A 180° Turnaround

Kidambi Srikanth's case shows why even good performances aren't enough to attract endorsements

Post the Australia Open title, every corporate in town wants to be part of the Kidambi Srikanth photo frame, at least to explore the possibility of a marriage of brand with personality.

Uber crisis shows that even the best PR practices have their limitations

Uber’s case is not an ordinary PR disaster