Articles in Marketing


The World of Entertainment Rides the Digital Wave

The journey begins with a tweet from an A-list talent about the “first look” and ends with a film premiere (after it’s done a box-office run) on a streaming platform. Here’s how digital media is changing the way films are marketed in India.


One Step At A Time

Where do you see yourself 5 years from now?


Piyush Pandey: “Lack Of Patience Is Detrimental To Good Business”

"If every interaction is transnational, then it's not a relationship. Then it's 'dhandha'."


The Power Of Celebrity Endorsements In The Digital Era

Ritwika Gupta reviews GroupM’s showbiz marketing report 2017 which covers the many aspects of celebrity brand endorsements and talks about how social media is redefining these partnerships.


Why Every Marketer Should Master Blockchain

R Gowthaman opines that Blockchain technology helps build trust between two stakeholders without compromising either position.


Ready To Melt with Anant Rangaswami: Podcast Episode 10

Do "raindrops keep falling on your head"? Or, have you "been down so long?"


I’m 56, And Age Is On My Side

What does age give to you that youth cannot? All this knowledge can be turned into a sustainable advantage in the market you operate in.


KFC’s Big Secret Revealed on Twitter

Here is why the brand only follows 11 people in this mastermind Twitter marketing stunt.


Munaf Kapadia on “The Anti-Product” at #ZeeMelt 2017

Munaf Kapadia quit his well-paying job at the multinational giant Google, and is now the proud owner of The Bohri Kitchen (TBK) in Mumbai.


Darren Burns on How China Is Transforming Global Communications at #ZeeMelt 2017

Darren Burns has been in China for more than two decades, and vouches for the increasing quality of Chinese marketing communications and practices.