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RAISING THE BAR
Megha Beriwala, Vice President, Marketing, Shyam Steel, shares insights into the brand’s celebrity collaborations, and also talks about
24th January 2023BY Anupama Sajeet
‘COST IS NOT A PRIMARY FACTOR IN BUYING VEHICLES’
Rajan Amba, Vice President, Sales, Marketing, and Customer Care, Tata Motors Passenger Vehicles Ltd., shares insights about the brand’s latest campaign, #DriveTheGoodInYou
22nd November 2022BY PRANAB JYOTI BHUYAN
Cooking Made Easy
Sumeet Bhojani, Head of Integrated Marketing and Brand Communications at Godrej Interio, shares insights on the latest campaign, and also talks about the brand’s technology-driven products
04th October 2022BY PRANAB JYOTI BHUYAN
HOW CASTROL IS GEARING UP FOR THE NEW AGE CONSUMER
Jaya Jamrani, VP – Marketing, Castrol India shares insights about the brand’s association with actor Tiger Shroff and its efforts in harnessing technology to cater to customers
15th November 2021BY Anjana Naskar
UDEMY: LEADING THE ONLINE LEARNING MISSION
Siddharth Bakshi, Head of Marketing, Udemy India talks about the brand’s first campaign in India and how it is reshaping education in rural areas
05th August 2020BY Anjana Naskar
WHY PUMA IS ALL ABOUT WOMAN POWER
Debosmita Mazumder, Head of Marketing, Puma tells us the insight behind the ‘Propah Lady’ campaign, and explains why women will continue to be an important consumer segment for the brand
09th December 2019BY CHRISTINA MONIZ
MAX LIFE: FOCUS ON REAL VALUE
With the campaign ‘You are the Difference’, Max Life Insurance focuses on knowing one’s real value, moves ahead of its earlier tactical campaigns on ‘protection’,
30th September 2019BY DIPALI BANKA
AMAZON HOSTS A FESTIVE MELA
Ravi Desai, Director, Mass and Brand Marketing at Amazon India talks about the insight behind #AmazonFestiveYatra, the campaign around its upcoming Amazon Great Indian Festival sale where 200 million products will be on offer, compared to 170 million last year, and more…
23rd September 2019BY NEETA NAIR
HOW MAGICBRICKS USES ‘HEARTBEAT MARKETING’
Prasun Kumar, CMO, Magicbricks talks about the insight behind the brand’s new campaign, marketing challenges and more
16th September 2019BY Eularie Saldanha
BANK OF BARODA: MERGING WITH TRUST
Two major state-run banks -- Dena Bank and Vijaya Bank were recently merged with Bank of Baroda, making it the country’s third largest public sector bank. OK Kaul, General Manager - Marketing, Corporate Communications & WMS, Bank of Baroda, talks about the transition process of the merged entity and the overall marketing function going forward.
09th September 2019BY DIPALI BANKA
MANIPALCIGNA: A HEALTHY TIE-UP
Sapna Desai, CMO, ManipalCigna Health Insurance talks about the brand’s marketing initiatives, trends in the health insurance category, things to keep in mind during mergers and acquisitions, and more…
03rd September 2019BY Eularie Saldanha
THE INDIAN SIDE TO MCDONALD’S
Arvind R P, Director – Marketing and Communications, McDonald’s India tells us why the latest campaign #TrulyIndianBurger was a story waiting to be told and why localisation will continue to be a big part of the brand’s strategy in the country
26th August 2019BY NEETA NAIR
HOW TATA MOTORS ‘KEEPS LOADING’
UT Ramprasad, Head, Marketing and Brand Communications, Commercial Vehicle Business Unit (CVBU), Tata Motors talks about the brand’s digital campaigns, challenges for the commercial vehicle segment, and more…
19th August 2019BY Eularie Saldanha
RIDING HIGH, THE JEEP WAY
Rahul Pansare, Head Marketing Communications & PR, FCA India Automobiles Pvt. Ltd talks about the challenges of bringing the Jeep brand to India and of the marketing initiatives that have cemented its position within the Indian SUV segment
12th August 2019BY DIPALI BANKA
VIVO: RIDING ON CUSTOMER-CENTRIC INNOVATION
Nipun Marya, Director, Brand Strategy, Vivo India tells us about how the brand hopes to warm up to Indian customers with the launch of its latest S Series
05th August 2019BY NEETA NAIR
BAJAJ ALLIANZ LIFE INSURANCE: AN UNMISSABLE OFFERING
Chandramohan Mehra, Chief Marketing Officer, Bajaj Allianz Life talks about why the brand's latest campaign was able to strike a chord with ‘life maximisers’
29th July 2019BY NEETA NAIR
EYEING A LARGER SLICE OF THE CHEESE PIE
Akshali Shah, Senior VP, Strategy (Sales & Marketing), Parag Milk Foods tells us that the company’s growth in the future will largely be driven by the health and nutrition category
22nd July 2019BY CHRISTINA MONIZ
TIMEX: CHANGING PERCEPTION WITH TIME
Ajay Dhyani, Head Marketing, Timex Group talks about the company’s newly launched sub-brand called TMX and explains why it will strike a chord with the consumers in Tier II towns
15th July 2019BY NEETA NAIR
INSIDE MARICO’S WELL-OILED LEADERSHIP STRATEGY
Koshy George, CMO, Marico Limited walks us through the company’s diverse portfolio and tells us why localisation will remain key to the company’s continued growth
08th July 2019BY CHRISTINA MONIZ
UNDER ARMOUR’S FOCUSED APPROACH TO FITNESS
Siddharth Pal, Brand Marketing Head, Under Armour India, tells us that the brand is establishing itself as a ‘focused performer’ primarily through activations and digital media
01st July 2019BY DIPALI BANKA
PANTALOONS: GIVING FASHION A TAILOR-MADE TOUCH
Ryan Fernandes, Head of Marketing & E-Commerce, Pantaloons talks about the brand’s latest campaigns and its commitment to fresh, affordable fashion
24th June 2019BY Eularie Saldanha
OPPO: MOVING OVER AWARENESS TO BRAND LOVE
With a new brand identity, Oppo’s new approach will focus more on technology, customer experience and product quality than marketing, says Will Yang, CMO, OPPO South Asia
17th June 2019BY NEETA NAIR
BISLERI: USING BOTTLES TO DRIVE POSITIVE CHANGE
Anjana Ghosh, Director, Marketing and Business Development, Bisleri sheds light on the brand’s ‘Bottle for Change’ initiative and tells us how its current campaign has yielded a 25% jump in sales
11th June 2019BY CHRISTINA MONIZ
REDMI NOTE 7 PRO IS ONE OF OUR KEY PRODUCTS
With the ‘Note kiya jaye’ campaign for the newly launched Redmi Note 7 Pro, Anuj Sharma, CMO, Xiaomi is trying to differentiate the brand by highlighting the benefit of a great camera
03rd June 2019BY DIPALI BANKA
60% OF OUR CUSTOMERS ARE MILLENNIALS: AALOK BHAN
In a cluttered category, Max Life Insurance has a simple approach – i.e., – staying customer obsessed - that has helped it reach the No. 4 position, says Aalok Bhan, Director and Chief Marketing Officer, Max Life Insurance
27th May 2019BY CHRISTINA MONIZ
THE MILLENNIAL IS A PREMIER THEME FOR SAMSUNG INDIA
Samsung is an 81-year-old brand adept at catching the pulse of millennials. Ranjivjit Singh, Senior Vice President and Chief Marketing Officer, Samsung India tells us why the latest brand campaign is expected to strike a chord with youngsters in the country
20th May 2019BY NEETA NAIR
FABINDIA PLAYS IT THROUGH CRICKET
Fabindia, a big player in the ethnic wear segment, recently launched its everyday casuals with a very unique association. Karan Kumar, Chief Brand and Marketing Officer, Fabindia explains why the brand chose cricket commentators to promote the brand’s new collection
13th May 2019BY NEETA NAIR
PARLE AGRO: FOCUS ON HYPER-LOCALISATION
This summer, Parle Agro’s campaigns for Frooti and Appy Fizz are backed by a diverse celebrity lineup. Nadia Chauhan, JMD & Chief Marketing Officer, Parle Agro tells us that she is looking at hyperlocalisation through marketing initiatives for the two brands, focusing on regional associations with local celebrities and festivals
06th May 2019BY CHRISTINA MONIZ
‘OUR AIM'S TO PROTECT OUR CONSUMERS' ASPIRATIONS’
The latest campaign from Edelweiss Tokio Life Insurance for its term product ‘Zindagi Plus’ is an effort to encourage more women to buy insurance. Abhishek Gupta, Chief Marketing Officer, Edelweiss Tokio Life Insurance tells us about the brand’s initiatives, both at a consumer and employee level, that focus on women
29th April 2019BY SAMARPITA BANERJEE
PUTTING A CREATIVE SPIN ON STREET STYLE
At a time when companies are investing heavily in Digital, Adidas is leveraging the power of offline concepts to generate a powerful consumer connect. Sharad Singla, Director – Brand Marketing, Adidas India, explains the brand’s recent collaboration with actor Ranveer Singh, pointing out that his experimental sense of fashion makes him a perfect fit for Adidas Originals
22nd April 2019BY CHRISTINA MONIZ
DRIVING HEALTH WITH #DESHKANAMAK
Sagar Boke, Head-Marketing, Tata Chemicals Ltd (Consumer Products Business) is focusing on converting consumers of regular salt to Tata Salt in semi-urban and other markets. Also, with a universal health benefit philosophy, he is driving the Tata Sampann brand in branded pulses, spices and instant mix category
16th April 2019BY DIPALI BANKA
DRIVING A CASHLESS AGENDA
Digital payments platform PhonePe is pursuing an aggressive marketing agenda, with a whopping Rs 500 crore budget for brand building this year. Sameer Nigam, CEO & Founder, PhonePe tells us about the brand’s association with the IPL TV broadcast
08th April 2019BY CHRISTINA MONIZ
WHY PARLE IS BRINGING BACK ROLA COLA
If you have been craving the iconic Rola Cola candy from your childhood, all you have to do is wait for 130 days now. Krishna Rao, Senior Category Head - Marketing, Parle Products Private Limited, tells us why, for the first time in history, Parle Products has decided to bring back a product on popular demand
01st April 2019BY NEETA NAIR
FILA FORGES A FASHION-FORWARD GROWTH STRATEGY
As part of the plan to widen its retail footprint in India, FILA recently announced that it will open 100 exclusive stores across the country over the next five years. Anupam Sehgal, Head Marketing, FILA India tells us about the brand’s expansion strategy for the India market, one that will focus more on FILA’s fashion-forward sportswear imagery
25th March 2019BY CHRISTINA MONIZ
NOSTALGIA: THE SECRET TO CARVAAN’S SUCCESS
Kumar Ajit, Vice-President – Sales & Marketing, Saregama India talks about the brand’s journey and the continued focus on the older generation as primary target audience
18th March 2019BY SAMARPITA BANERJEE
HOW V-GUARD SHED THE REGIONAL IMAGE
V-Guard Industries, a company from Kerala, has succeeded in shedding the image of a regional brand. Nandagopal Nair, Vice-President & Head - Brand & Communications, V-Guard Industries Limited, tells us how the brand transformation exercise last year was another successful step towards becoming a pan-India brand
11th March 2019BY NEETA NAIR
FOR KELLOGG’S, INDIA IS TOP PRIORITY
Kellogg’s recently added three new, intrinsically local, Indian flavours to its cornflakes portfolio. Sumit Mathur, Director – Marketing, Kellogg South Asia, tells us the insight behind the new offerings and Kellogg’s focus on more localized products
04th March 2019BY SAMARPITA BANERJEE
STEREOTYPES, NO MORE
The makers of Wild Stone, Secret Temptation; decided to consciously move away from stereotypes of objectifying women in their ads, Sanjay Srivastava, Chief Business Officer, McNROE Consumer Products tells us why it was important for them
25th February 2019BY NEETA NAIR
MATTEL: REINVENTING THE PLAYING FIELD
Lokesh Kataria, Marketing Head, Mattel India talks about how the brand has reinvented the iconic Barbie doll, the insight behind its You Can Be Anything Campaign and explains why Digital will continue to remain the key medium for all brand campaigns
18th February 2019BY CHRISTINA MONIZ
HOW PIDILITE MAKES UNBREAKABLE BONDS
Pidilite has won national and international acclaim for its brilliant campaigns over the years. Vivek Sharma, Chief Marketing Officer, Pidilite Industries, talks about the brand strategy that helped it form an unbreakable bond with all stakeholders
11th February 2019BY SAMARPITA BANERJEE
RAISING A TOAST TO INDIA’S TEA DRINKING TRADITION: SHAH
Karan Shah, the fourth generation Director of Society Tea, tells us about new product launches in the pipeline, and explains why the brand’s Digital spends are more than 25% of his advertising budget today
04th February 2019BY CHRISTINA MONIZ
TAKING HAMARA BAJAJ TO THE WORLD: SUMEET NARANG
Bajaj Auto has recently announced its new brand proposition, calling itself ‘The World’s Favourite Indian’, as part of its effort to transition the brand from a domestic scooter-maker to a global motorcycle-maker. Sumeet Narang, Vice President Urbanite Business, Bajaj Auto talks about the new campaign and the way forward for the brand
28th January 2019BY SAMARPITA BANERJEE
WHEN QUALITY BECOMES PRIORITY
Rachna Lather, Head of Marketing Motorola Mobility, India tells us why its recent #TimeForJoy campaign fetched it great engagement with customers
21st January 2019BY NEETA NAIR
‘OUR ROI FROM PROGRAMMATIC IS HIGHER THAN SEARCH ADVERTISING’
Juzer Tambawalla, Director & Head, Marketing, Franklin Templeton Investments talks about Franklin Templeton’s recent ‘Reach for Better’ campaign and the brand’s marketing strategy going forward
14th January 2019BY SAMARPITA BANERJEE
SWEETENING THE CONSUMER CONNECT
Providing the right foundation to the brands Snickers, Doublemint and M&M, Yogesh Tewari, Director Marketing and Customer Marketing, Mars Wrigley Confectionery India talks about how he is steering these brands in the Indian confectionery market
07th January 2019BY DIPALI BANKA
FASHIONING CHOICES FOR THE YOUNG AT HEART
Ten-year old brand fbb has been delighting audiences – both with its wide range of fashion offerings, as well as its vibrant and bold advertising. Prachi Mohapatra, Chief Marketing Officer, fbb tells us how the brand stays relevant to consumers of all ages
31st December 2018BY Beryl Menezes
STOP PROCRASTINATING, SAYS AEGON LIFE
Aegon Life took the bold step of going Digital and direct-to-customer about two years back. Since then, the insurance company has been putting in efforts to make the entire process of buying insurance simpler for its consumers, says Vineet Arora, Managing Director and CEO, Aegon Life
24th December 2018BY SAMARPITA BANERJEE
TOO YUMM!'S STRATEGY TO REACH RS 500 CRORE
Too Yumm!’s strategy of roping in Virat Kohli has helped it establish itself as a credible brand, says Anupam Bokey, CMO (FMCG), RP-Sanjiv Goenka Group.
16th December 2018BY SAMARPITA BANERJEE
PHILIPS: DRIVING DIFFERENTIATION THROUGH FAMILIARITY
Philips has been present in India for over 80 years now and it’s the brand’s continuous efforts at understanding the consumer’s needs and innovating that has helped it stay relevant over the years, states Gulbahar Taurani, Marketing Director, Philips Personal Health, Indian Subcontinent
10th December 2018BY SAMARPITA BANERJEE
LIFESTYLE: CURATING SUCCESS WITH STYLE
Srinivas Rao, Senior Vice President, Marketing, Lifestyle International, talks about how the brand’s latest campaign is all about curating the best look for its customers, while maintaining that Lifestyle holds an advantage by offering an experience unmatched by any other e-commerce brand
03rd December 2018BY CHRISTINA MONIZ
MTR: TARGETING CONVENIENCE
With the idea of providing convenience during rushed breakfast hours, MTR launched it’s 3 Minute Breakfast products last year targeting young millennials. A year down the line, Sunay Bhasin, Chief Marketing Officer, MTR Foods tells us his learnings so far and the way forward for the brand
26th November 2018BY DIPALI BANKA
NIVEA’S FOOLPROOF GROWTH STRATEGY
Sachin Killawala, Marketing Director, Nivea India claims that they are the slowest go-to-market company in India, which is probably what has led them to spend a lot of time on studying consumer problems, and introducing products that address them, helping them grow steadily
19th November 2018BY SAMARPITA BANERJEE
FORGING MITASHI’S GROWTH MOMENTUM
Home-grown consumer electronics brand Mitashi has been silently carving a niche for itself in the premium value segment. Pankit Chheda, Executive Vice President, Marketing, Mitashi tells us how the company has been able to grow successfully despite stiff competition
12th November 2018BY Beryl Menezes
SELLING INSTANT HAPPINESS
Sahil Gilani, Director, Sales and Marketing, Gits Food Products tells us how the instant food and ready meals category has grown since the brand's inception and how the legacy brand is consistently upping its game, to stay relevant
05th November 2018BY SAMARPITA BANERJEE
MAKING A STYLISH TRAVEL STATEMENT
Anushree Tainwala, Executive Director, Marketing for Samsonite South Asia Pvt. Ltd talks about Samsonite’s latest campaign #KeralaIsOpen that went viral and tells us why the brand is betting big on content marketing for its diverse portfolio
29th October 2018BY CHRISTINA MONIZ
AXIS MUTUAL FUND TAKES A ‘RESPONSIBLE’ APPROACH
Rohan Padhye, Vice President, Marketing – Axis Mutual Fund tells us how the brand is trying to minimize the misgivings in people’s minds associated with investing their hard earned money through its latest campaign.
22nd October 2018BY NEETA NAIR
SENNHEISER DARES CONSUMERS TO DISCONNECT
Saahil Kumar, Head- Marketing, Sennheiser India talks to us about the brand’s recent campaign and why this was a good time for the brand to launch the campaign, its first TVC in 10 years
15th October 2018BY SAMARPITA BANERJEE
AMAZON’S BIG FIGHT AGAINST ‘BUDGET’
Ravi Desai, Director, Mass and Brand Marketing, Amazon India talks about Amazon’s Great Indian festival that starts this week, where the e-commerce brand showcased a unique ‘Amazon Festive Home’ in Delhi, where every single item placed in the three storey apartment was shopped on Amazon
08th October 2018BY NEETA NAIR
REFRESHING THE SHOPPER EXPERIENCE
Uma Talreja, Chief of Marketing & Customer Officer, Shoppers Stop tells us about the brand’s latest campaign, and adds that the company will continue to play to its strengths when it comes to handling competition from e-commerce players
01st October 2018BY CHRISTINA MONIZ
BETTING BIG ON VOLTAS BEKO
Pradeep Bakshi, MD & CEO of Voltas India tells us why he thinks Voltas Beko will be amongst the top three players in the category by 2025
24th September 2018BY NEETA NAIR
INDIA IS AMONG FOUR FOCUS MARKETS FOR HERSHEY OUTSIDE NORTH AMERICA
Having introduced three new categories in the last 24 months, Herjit Bhalla, Managing Director, Hershey India tells us how the brand plans to expand its presence in the Indian market with differentiated products
17th September 2018BY SAMARPITA BANERJEE
‘WE HAVE MOVED TO A 100% DIGITAL APPROACH THIS YEAR’
Sundip Shah, Chief Marketing Officer, Amway India about the brand’s marketing focus, growth drivers and explains why Digital continues to play a big role in all its campaigns
10th September 2018BY MISBAAH MANSURI
CROMA MAKES IT ALL ABOUT CONSUMER EXPERIENCE
Ritesh Ghosal, Chief Marketing Officer, Croma - Infiniti Retail Ltd believes that magic happens when consumers visit retail outlets. He tells us how the brand has been succeeding to stay relevant in today’s competitive environment
04th September 2018BY SAMARPITA BANERJEE
BANKING ON ZER0FAT TO FOCUS ON FITNESS
Oliver Mirza, MD & CEO, Dr. Oetker India, tells us how launch of ‘Zer0Fat Dressings’ will help the company get closer to its dream of achieving a Rs 500 crore turnover by 2020
27th August 2018BY NEETA NAIR
‘PAYPAL BANKS ON SELLER AND BUYER PROTECTION’
Jayant Desai, Head of Marketing, PayPal India talks about the brand’s first high decibel campaign, and why India is one of the most promising markets for the global digital payments platform
20th August 2018BY SAMARPITA BANERJEE
CHARTING THE KIA STRATEGY
Manohar Bhat, Head- Sales & Marketing, Kia Motors India, talks about the company’s plans to enter India in 2019, and how the ad campaign has helped the brand
13th August 2018BY NEETA NAIR
SYSKA ADDS TO ITS POWER
Rajesh Uttamchandani, Director of the SSK Group (Skyska) talks about its foray into the Wires and Cables segment with Amitabh Bachchan as its brand ambassador, as well as the brand’s aggressive 360-degree marketing strategy
06th August 2018BY DIPALI BANKA
‘WE WANT TO HELP PEOPLE ACHIEVE THEIR LIFE GOALS’
Chandramohan Mehra, CMO, Bajaj Allianz Life Insurance talks to us about the new brand proposition and tells us about all that the brand is doing to reach out to its new TG, the youth.
30th July 2018BY SAMARPITA BANERJEE
TVS MOTOR COMPANY RIDES FOR THE REAL STARS
Kendraj Joshi of TVS Motor Company champions the cause of saluting our defence forces with the brand’s latest campaign
23rd July 2018BY DIPALI BANKA
STARBUCKS BANKS ON COFFEE+PARTNERS+STORES
Marketing for Starbucks is built on three pillars – coffee, partners (employees) and stores, says Veetika Deoras of Tata Starbucks
16th July 2018BY CHRISTINA MONIZ
TAKING ON MANSPLAINING, MAKING A STATEMENT
Atul Garg, Head, Marketing, E-commerce and Visual Merchandising, Baggit India explains why the brand’s biggest advantage in a cluttered market lies in its products
09th July 2018BY CHRISTINA MONIZ
HOW SKECHERS IS PICKING UP PACE IN INDIA
Soumen Das of Skechers India talks about how the brand is strategically communicating through product-based campaigns to build awareness and create engagement
02nd July 2018BY DIPALI BANKA
SHELL LUBRICANTS EYEING A 15-20% MARKET SHARE IN INDIA
Gareth Flood, Chief Marketing Officer, Shell Lubricants India tells us about the brand’s ambition to capture a 15-20% market-share within the next two years
25th June 2018BY SAMARPITA BANERJEE
ANHEUSER-BUSCH INBEV CELEBRATES THE SPIRIT OF FIFA WITH NEW CAMPAIGN
Kartikeya Sharma, Marketing Director - Anheuser-Busch InBev India & South East Asia tells us about Budweiser’s biggest-ever global campaign for FIFA
18th June 2018BY Beryl Menezes
HP INDIA MOVES TOWARDS PERSONALIZATION
Neelima Burra of HP India talks of an emotional connect with the brand philosophy to relate to audiences
11th June 2018BY DIPALI BANKA
‘BISLERI CREATED A NEW CATEGORY WITH FONZO’
Anjana Ghosh, Director - Marketing, Bisleri International says the challenge is to increase the brand's reach by entering new markets and finding the right talent
04th June 2018BY SAMARPITA BANERJEE
MONDELEZ’S BIG BET IN THE BISCUIT CATEGORY
Sudhanshu Nagpal, Head, Biscuits Category, Mondelez India talks of the strategy to capture a bigger market-share
28th May 2018BY SAMARPITA BANERJEE
RESURRECTING THE DEVIL
Vijay Mansukhani, MD, Mirc Electronics Ltd tells us how Onida will be investing Rs 50 crore on advertising this year, with plans to give Digital a big push to ensure brand recall
21st May 2018BY IMPACT Staff
TARGETING A WHOPPER WIN FOR BURGER KING
Kapil Grover, CMO, Burger King India talks about the brand philosophy and how he has been keeping it relevant for Indian consumers
14th May 2018BY IMPACT Staff
TOP STORY
Design agency Elephant trumpets in APAC, expands to Singapore
Elephant’s APAC expansion: Ashwini Deshpande, Co-founder & Director, tells IMPACT Singapore is the region’s steering head
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