Melt Magazine

Articles in Melt Magazine


Creative Picks: Motorola, Fanta, The Immunity Charm & More!

There are hundreds of commercial messages vying for our attention everyday across traditional and new media. Only a handful are noticed. Here are a few creative ideas which caught my eye, the week ending 16th June, 2017: Moto Z’s branded content initiative in Brazil, immunisation charm and more.


Point Of View: Is Your Brand Doing Justice To Its Sermon?

What the world once trusted, it now doubts. The mainstream media has lost its monopoly on authority. Societal and economic fears are dominating the conversation, especially concerns about job loss, immigration restrictions, and the rapid pace of innovation. The chasm between views held by the elites and the mass population continues to widen.


Point Of View: The Other Sides Of The Marketer

Question: Name five books that you recommend to marketers and CEOs. Answer: CEOs and CMOs come with rich experiences, which not only set them a class apart, but also hold them and their brands in good stead. However, in today’s world, unlearning is as important as learning. And therefore, it is key for them to be refreshed with the new realities and opportunities. I would, therefore, recommend these 5 books with each bringing a unique but key learning.


Point Of View: ‘Born On The Web’ Brands Understand Customer Service

When everything is going well, no one notices. It is when things go wrong that reputations get built. One of my bosses, the founder of Direct Marketing, R Sridhar, published a booklet titled, ‘Life begins after the coupons come in.’ I think we can safely update it to ‘Brands get built when customer service kicks in.’


Dave Trott: “Reinterpret The Brief”

Reading through an inspiring story written by Arthur Scargill, I've come to understand the power of interpretation. Like the author says, we could either choose to interpret a situation or brief in a disempowering way or interpret it in an empowering way.


Book Review: Patanjalize Your Brand

Marketer and author Paritosh Sharma’s new book Patanjalize Your Brand gives a solid insight into the rise and rise of this swadesi brand, notes Ushnota Paul.


Celebrity Brand Ambassadors And Brand Fidelity

A celebrity, signed for a fee and for a period of time to endorse a brand, has the responsibility to do what is right for that brand.


The Social Media Habits Of Top Aviation Brands

Airlines are very heavy users of social media. They vie with competitors to reply to their customers online in the most efficient manner possible, offer the best possible rates and the greatest experience.In addition to redressing consumer concerns, airline brands use social networks to engage their audience with relevant content and pass along information about flight schedules, new routes, discounts etc. This way, social media plays a key role in constructing a brand’s personality online. In order to understand how effectively airline brands used social media, Unmetric took a look at the top 15 brands across Facebook, Twitter, and Instagram during Q1 2017. These include: Aeromexico, Air Canada, Alaska Airlines, Allegiant, American Airlines, Delta, Frontier Airlines, Hawaiian Airlines, JetBlue, Southwest Airlines, Spirit Airlines, United Airlines, Virgin Airlines, Volaris and WestJet. Here’s what we found:


Mobile Video Market To Reach Rs 1200cr By 2021

Mobile is emerging to be the biggest platform for online video consumption. By 2021, the average mobile data consumption per smartphone in India is expected to increase by at least five times. Here’s why the mighty small screen is overtaking Television.


Impact Of GST On Advertising Budgets

The levy of GST will have diverse impacts across sectors, and this could impact their ability to spend on advertising. We have attempted to list down, in this article, the impact of GST on the advertising budgets on some trades and subsequently a broad impact on the key economic sectors.