Controversial as it may sound, the straight and simple answer is ‘no.’ Except that it is in an ideal, utopian world. In an ideal world, everyone—individuals, businesses, government, and other institutions—is socially conscious and behaves responsibly, making a separate development sector redundant. But we are far from it. Much has been said and written about…
In 2017, do not invest in digital marketing
(Originally published in Impact magazine issue dated 04th February 2017) In early 2000, a bunch of marketing, media, and technology folks kicked the grave of John Wanamaker and woke him up from his long sleep. John Wanamaker, who had died 78 years earlier, suddenly became the brand ambassador for digital advertising. For it was he…
What Inspires You
(Originally published in the IMPACT 12th Anniversary Issue on Inspirations (2016), a collection of notes from over 200 people in the Indian Marketing, Media & Advertisement industry on what inspires them) When you are struggling to write 250 words on ‘what inspires you,’ it can perhaps mean only two things. Either nothing or everything inspires you. Since I…
A nation gets the media it deserves
(First published in October 2016) Times Internet has been on a spree of signing up partnerships to bring in international digital media titles to India. One would assume that we now get these sites with content relevant to India with their international production standards and design sensibilities. But unfortunately no. Let’s for a moment keep…
Digital and the age of eternal tension
(First published in September 2016, in Maxus/WPP internal publications) The dynamic tension between two conflicting states and the need for an ideal balance is often considered a requirement for a system to move forward. For instance, the tension between change and stability; freedom and order; and innovation and efficiency and so on. So what do…
So, Does Your Brand Have a ‘Snapchat’ Strategy?
(First published in 2016) Since the advent of steam engine in 1781, every year, the futurists have tried predicting the Digital Trends for the next year. Though, it was later, in the year 2000, when VC funds started funding agencies and digital companies that are named after founder’s cats and dogs, this trend of predicting…
The Beginner’s Mind
(First published in 2016) In the 1500s, the Spanish explorer Hernan Cortes landed at Aztec empire in Mexico with a team of just 550 people. In just 4 years, the Aztec empire was ravaged. A mere 550 people subjugated an empire of millions, making Mexico a Spanish colony. Within the next 10 years, another Spaniard,…
Please hold the line, sir, Hum Hai Na?
This was first written and published in April 2007 in the The Brand Reporter and agencyfaqs!. Mein hoo na, Dil Se …Thank you for holding the line…. You are a valuable customer…. Please hold the line while we transfer you to a customer care executive…. You are a valuable customer……. It was the 8th time this cycle was repeating….
Company Loyalty Vs. Customer Loyalty
‘Company loyalty’ is a new term I heard recently from Sriram, co-founder of Crossword book stores and now an independent marketing and retail consultant. Should consumers be loyal to their brand OR companies be loyal to their consumers? The tables are perhaps turning. With innumerable choices, commoditization of many services and products, consumers have no reason…
“Every brand is a discovery of a consumer need”
Attending a recent session on Market research methodologies was a revelation of sorts, given that my understanding of market and consumer research is anything worth mentioning. The hightlight of the session was listening to the case studies of Paras Pharma, and some of the stories directly from Darshan Patel (Darshan bhai as he is known)…