Issue 01

Articles in Issue 01


Point Of View: Women In Leadership Roles In The Industry. If Not Now, When?

Talking about women and leadership today, we see how women have overcome the shackles of the world and how they've now been receiving support. But what happens when they get past that interview and what does it take to make that change?


Creative Picks: Burger King, Havaianas & More!

Every day we are exposed to truck loads of commercial messages. A majority of them are simply ignored. Only a handful get noticed and stick in our minds. Here are a few which I noticed and liked this past week: Burger King’s ‘OK, Google’ stunt, Havaianas print ads and more.


QSR Chains And The Social Media Landscape

Social media is a great place to be in for brands in 2017. With more people logging in multiple times a day, there’s no better medium to reach the wi-fi enabled. And that’s exactly what brands from the QSR industry in India did. In this report by Unmetric, we take a look at the social media landscape of quick service restaurants and take a deep dive into the performance of 15 brands.


Point Of View: The Challenges Of Being A CMO Today

We are seeing a new sort of consumer emerging of late. They are more ‘me centric’, and follow their passion into non-traditional jobs; ownership of assets is unimportant. They are active participants in the sharing economy. Loyalty is not a highly valued virtue. It is, in fact, a different value system altogether. Clearly, this means the traditional ways of looking at brands and brand positioning need to be revisited.


Dave Trott, “Advertising Isn’t Marketing Comms.”

One of the main problems with our business is language.People like to use long complicated words to describe simple things. This makes their job sound more impressive. Consequently, advertising isn’t called advertising anymore. Now it’s called ‘marketing comms’. Comms is short for communications.


Toilet Rolls – How Do We Impress Our Audience?

Toilet paper brands, which essentially have very few marketable qualities, are nailing their social media strategies. This just goes to show that no matter how mundane the product is, with the right strategy and content, any brand can find and impress an audience on social media.


Cinema Advertising In The Age of Multiplexes

While Indian brands still majorly relies on print and television advertising, some brands are heavily leaning towards cinema advertising. Cinema advertising has seen a considerable growth in recent years. One wonders what is driving the marketers to invest there.


Consumers Do Not See Themselves In Demographics

The moment we use the word ‘target’ we have already conditioned our system to think that there is someone outside an environment – the viewer looking at it – the object and trying to aim at it and doing something with it.


Digital Tricks & Tactics – Understanding Ad Fraud Detection

Digital media didn’t come with rules or traditions, making it less transparent. The article explains why advertisers should understand strategies and tactics laid out by agencies as well as prioritize the analysis of results received.


Burning Issues: The News Broadcasters Association (NBA) vs Republic TV. Pot calling the kettle…?

It was inevitable. It was only a question of who would be first to pull the trigger, and when.