Tag: <span>Brand Building</span>
Christmas Ads Still Bet on Celebrities Over Creators
Creators dominated marketing budgets all year, but the first Christmas campaigns still put celebrities front and centre. Here is the psychology behind…
Marketing’s dopamine hit is crowding out real brand building
Joseph George argues marketing's fast rewards are outpacing the slow work of making. Here's how brand leaders can rebalance the loop.
70% of Marketing Leaders Are Stuck on Channels, Not Business
The India CMO Index 2026 finds 70% of marketing leaders cite short-termism and ROI pressure. Here's how to shift reviews from channel…
Tata Consumer’s new growth bets surge 47% beyond tea and salt
Tata Consumer's diversification is now visible in the numbers: growth businesses hit 38% of India revenue, up from 32%, and the growth…
Jio Story: When My First Video Call Became Ours
Why the Jio data moment and 'my first video call home' became collective nostalgia—and what shared memories teach brands.
Godrej Tests Microdramas as 1 in 2 Watch Daily
Godrej Enterprises Group is running an eight-episode Instagram microdrama to see if serialised stories can lift brand consideration, not just views.
Why Blinkit won’t chase private-label margins
Blinkit CEO Albinder Dhindsa argues private labels are not a quick fix for margins—and explains where own brands still make sense.
79% Can’t Prove Influencer ROI, So Brands Are Going Always-On
Marketers say influencer ROI is hard to measure. A new playbook swaps one-off creator bursts for owned, habit-forming social series.
What 80% family CTV viewing means for brand-building
Pidilite's Sudhanshu Vats and Samsung Ads argue that consistency, creativity and the shared TV screen still beat AI shortcuts in brand-building.
New Brand-Building Rules for a Changing India
Virality can buy awareness, but trust buys repeat purchase. New brand rules in India reward frictionless convenience, measurable proof and capability over…
Kotak’s 50,000 Crore Consumer-First Banking Bet
Rohit Bhasin's FMCG playbook at Kotak turned a liquidity product into a 50,000 crore book by understanding Indians' emergency money mindset.
How Washington Mutual’s Brochures Beat Its Ads
A Washington Mutual story from the early 2000s shows why unglamorous collateral, not award-winning campaigns, moved customer deposits and built the brand.