Crafting stories, building brands

Stories are the earliest form of communication known to man. We connect through stories, sharing lessons, morals, beliefs and emotions as we tell them in our own unique ways. Advert-isers are our modern-day story tellers. Today as we adopt the digital space, we are experiencing the next level of storytelling, which industry calls long format advertising, usually 1-5 minutes duration. ... Read More »

St. Regis marches into Mumbai

Starwood Hotels & Resorts Worldwide officially threw open the doors to its luxury brand St. Regis, Mumbai, its first hotel in India on Thursday. The 395-room St. Regis is located in the central business district (Lower Parel) in Mumbai and replaces the Palladium brand that was operating out of the same space for the past two years. The property is ... Read More »

The power of the jingle

As an increasing number of companies look to get the word across to consumers in small towns and to non-English speaking audiences, radio is emerging as the new advertising star. A recent report by research firm Crisil shows that with the latest round of auctions, which brings 294 cities across the country under the FM bandwidth, the medium will see ... Read More »

Naturals gets its show on the road

From being a regional brand in the highly unorganised beauty and hair care business, Naturals, the Chennai based chain of parlours is widening its arena. The Rs 350-crore-group, having set up 510 salons across the country, stepped into Dubai last month and plans to go to America next year. The brand is also extending itself, from the salon business it ... Read More »

From penny stock to investors’ delight: Symphony’s turnaround story

In little over a decade, the 55-year old founder and chairman and managing director of Symphony, Achal Bakeri, has managed to spin a dream turnaround story. From a loss making company in 2002, named after the brand of coolers it sells, Symphony clocked an operating profit of Rs 164 crore in 2014-15. Also the company claims that more than 80 ... Read More »

Gujarat govt lifts ban on sale of Maggi

Twenty years ago, Coca-Cola, the world’s largest beverage maker, redefined how in-film placements happened in India, a key market for the company and one where movies are akin to religion in their appeal. A successful Bollywood foray led it into more experimental forms of storytelling; Coke Studio in 2011 and more recently a ‘happiness campaign’ for schools. And with this ... Read More »

Data Tracker: Amazon tops the advertising charts

Amazon, Flipkart, Snapdeal, Naaptol and a clutch of other e-commerce companies have been heavy advertisers across media, in regional as well as English language media, in the first nine months of 2015. A recent report by S-Group, TAM Media Research shows that IS-B2C (Internet Services and business to consumer) category has increased its ad spends by over 50 per cent ... Read More »

In the name of the brand

In August this year Interglobe Aviation, the parent company of airline brand IndiGo, mentioned in its draft red herring prospectus that it faced ownership title risk. Tata Motors claimed that use of the Indigo trade name infringed the trademark for its sedan brand, badged Indigo that was launched in 2002. (The two names are written differently and while one flies ... Read More »