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Shubhi Tandon

The author is special correspondent at Digital Market Asia, is fascinated by the evolving digital media industry, and has focussed on tracking developments in the field in Asia Pacific.

Latest Articles By Shubhi Tandon

Ushering In A Smoke-free Diwali

Shubhi Tandon

Radio City’s latest initiative urges people to not burst firecrackers this Diwali but give reasons to the underprivileged to burst with happiness

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India’s Top Brands Grow 21% In Value In One Year

Shubhi Tandon

As customer affluence grows, India’s top brands increase in brand value. According to the latest BrandZ rankings, the financial sector is leading with 26 per cent, followed by the automobile sector’s growth of 23 per cent. The growth, as the report suggests, is driven by brands’ rapid response to rising consumer optimism, by constantly evolving to meet people’s needs as their financial circumstances, preferences and expectations change. HDFC Bank retains its top position, while Jio enters the ranking at 11th position

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Brands Need A TV + Mobile Video Strategy

Shubhi Tandon

With TV viewing habits of consumers having evolved, mobile provides stiff competition to television as a medium for reaching out to consumers. According to an emarketer study from 2016, young adults in India spend 2.21 hours per day on the mobile — time that comes off the traditional media pie. May Seow, Global Story Director at Facebook Creative Shop, chats with Shubhi Tandon about why brands should look at mobile as a standalone medium

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Putting Health Before Money

Shubhi Tandon

ICICI’s Prudential Life’s latest TV commercial hopes to touch the sentimental side of its viewers through a beautiful woven story on winning over a life-threatening disease by being prepared

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Riding The Women’s Freedom Wave

Shubhi Tandon

While the advertising industry is making strides in showing the evolving role of women with the likes of the ‘Share The Load’ campaign, India still has a long way to go, as the new Bajaj Avenger campaign shows

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M&A: MP Just Got More Interesting

Shubhi Tandon

The ad film — conceptualised by MP Tourism’s agency, Ogilvy & Mather, and produced by Ransom Films — features a series of watercolour paintings that showcase the activities held at the festival with a playback song sung by kids

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Mission: Clean Air For All

Shubhi Tandon

The campaign titled ‘Hawa Badlo’ — conceptualised by GAIL’s creative agency Handyyman — is in line with the brand’s commitment to improve air quality with collective societal effort under its Swachh Air Mission initiative

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Demystifying ‘ADC’ Of Marketing

Shubhi Tandon

As brands play catch up with consumers, the need of the hour is to engage in a two-way conversation with them using the three weapons in a marketer’s arsenal — Artificial Intelligence, Data and Content

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We Need To Shift Focus To Business Driven Security: Rohit Ghai, President, RSA Security

Shubhi Tandon

RSA Security’s President Rohit Ghai emphasized in his keynote session at the company’s conference in Singapore that the need of the hour for cyber security is to look at business driven strategies

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M&A Analysis: Waging A War Against Bad Advertisements

Shubhi Tandon

Digital’s dawn is finally here as, according to various industry forecasts, it is all set to overtake television in global share of ad spend in 2018. However, while digital has been growing, this year has also seen the conversation for digital move towards demands for more accountability and transparency in the medium from brand owners

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