Platforms are great for start-ups that are trying to break into the public consciousness. But the very tactics that work for growth-hacking, are going to inhibit transition to a more sustainable and profitable growth model. Continue reading Brands and Platforms: an uneasy marriage
Bluestone’s signature collection goes in for a makeover. Time to stop looking slouchy at work. Campaign by WhyAxis, Niranjan and Maac Continue reading Boardroom Glam
Getting some brand work done in the last 2 years just seemed like a lot more effort than normal. Everything was a lot slower. The overall gloomy environment meant that brand owners needed that much more conviction to take a stand and stick to it. Which is what I increasingly see as my role – helping brand owners form a point of view on their … Continue reading Brands I’ve been with 2019-2020
When we planned this campaign for HNI, we could never imagine that the world of work would change in such a fundamental way. This campaign brings back the magic of a world that already looks like a distant memory. Would the world remain cooped up in homes out of fear of the virus? Would companies look at this as a way to cut costs? OR … Continue reading A campaign that’s a throwback to happier times
Smartron’s t.band is out this week and keeping track of fitness has never been so much fun! Smartron’s EVOLVE campaign keeps pace with the frenetic pace of innovation driven by the IOT and devices startup. There is a lot more action coming up from Smartron and the team from McCann Mumbai here. Continue reading Fitness bands EVOLVE with Smartron’s t.band
Looking back on the work done this year. Bluestone Trying on jewellery can be a very indulgent pleasure. And when jewellery comes home with Bluestone, it’s going to be one long wait till the woman makes up her mind. Â Bluestone is a contemporary, cosmopolitan jewellery brand that infuses fashion and indulgence in a fairly traditional category. The team from Contract wrote the film that made … Continue reading Brands I’ve been with: 2017
There is a crisis in advertising. And it’s not about the rise of new media and all that nonsense. The crisis in advertising is a creative crisis. And the crisis is not about what agencies need to do or not do. It is about how brands and organisations understand people and how they choose to address and engage with them. Advertising as we know it … Continue reading Is advertising ready for the coming age?
Here’s a listing of some of the work done on brands I have been with in 2016. BBH continued to make some really cool ads on Coverfox – insurance that’s faster than disaster. A brand that’s changed forever the way the category communicates. Maiyas is a food company led by a pioneering spirit that marries the latest in food technology with the wisdom of … Continue reading Brands I’ve been with: 2016
Oh! The sheer joy and freedom of quitting a global brand! And working for an empowered local brand. No more matrix structures! No more global brand dictators! No more lofty sounding brand manuals – that restrict local creativity No more need to write, and present creative briefs to anyone other than the boss you can share a drink with! No more boringly tight creative guidelines that never … Continue reading Hallelujah! Exult the day you quit a global brand!
OK, this obituary is a long time coming There are signs everywhere that everything we learnt and knew about brand building and all its allied disciplines of advertising, market research, promotions, media, sponsorships are past the sell by date. And neither are the digital era tools like branded content and social campaigns a panacea. It probably began when the consumer had an option to skip … Continue reading The old dog has run out of new tricks: The end of brand building as we knew it
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