Articles in Opinion


Blockchain in A&M: An Early Solution Looking For A Problem To Solve?

If there is a new game in town, fraud will always come along with new tricks.


Marketing And The Tyranny Of The Tangible

Content marketing is storytelling to tell the audience what we are about. One minute, isn’t that what brand advertising did?


You Can’t Not Vote

In life we can’t avoid the consequences of our actions, or inactions. It’s an illusion that by avoiding choosing we can opt out.


Ready To Melt with Anant Rangaswami: Podcast Episode 04

Anant Rangaswami weighs in on the Indigo Airlines PR disaster and dissects the damage it could have to the brand's value.


Has Anyone Called You ‘Tubelight’ When You’re Hungry?

Snickers India now gives you company approved packaging to do just that through its latest iteration of the "You're Not You When You're Hungry" campaign.


I’m Woke Now, But It’s Complicated

Woke (adj): "Aware of and actively attentive to important facts and issues (especially issues of racial and social justice)"


Learning From The Negatives

"Negative spaces tell great stories, like the arrow hidden in the negative space of the FedEx logo"


Zee Celebrates With The Competition

Zee brings in its 25th anniversary with a print ad that thanks its competitors for their contribution in "releasing the extraordinary".


When Will India Create A John Lewis?

What will it take for an Indian brand, communicating to Indian audiences, to be written about months before the communication breaks?


Dave Trott says “Simple Is Smart” at #ZeeMelt 2017

Nearly 90% of all advertising isn't noticed by the consumer. Dave Trott explains what's going wrong at Zee Melt 2017.