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Latest Articles in marketing and advertising

Brand Ignition: Interruptive Communication

It’s time for advertisers, the media and consumers to feel “Sorry for the Interruption”!!

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Putting Health Before Money

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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The War For Content Is Set To Grow Fiercer

If there is anything that IPL or global leaders teach us, it is that technology companies have no choice but to compete in the content space to grow

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India Is A Dynamic Smartphone Market

In an exclusive interview, Vivo India chief marketing officer Vivek Zhang tells Ruhail Amin about the Chinese handset maker’s India tryst, local rivals and Vivo’s gameplan for the coming years

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First Look At Star Wars-themed Park, Avengers And More At D23

The model of the Star Wars theme park, which is being developed in Disneyland Park in Anaheim, California and Disney's Hollywood Studios in Orlando, Florida, was revealed at D23 Expo, the ongoing fan event in Anaheim

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Mobile Ad Spend To Cross $100-Bn Mark Globally In 2017

Advertising revenue is expected to grow 3.7 per cent globally in 2017 to $504 billion, according to the latest MAGNA forecast on global advertising. Indian media owners’ advertising sales will grow 11.5 per cent, a little below the earlier forecast by MAGNA (13.5 per cent) but in line with last year’s growth (11.8 per cent)

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Ad Blockers & Whitelists: A Paradox World

In a world fraught with excessive advertising, ad-blockers allow users a faster, uncluttered experience, while making publishers lose valuable ad money. But a feature within the same software called whitelisting, can prevent blocking of ads if publishers demand. So its important for the industry to move towards more relevant, content-supplementing advertising that users will love

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A Teacup And A Storm

Tata Tea has tied up with social activist Ranjana Kumari and Olympic medallist Dipa Karmakar as the brand ambassadors of the campaign for the issues of women safety and sports encouragement, respectively

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Cannes Lions Metal Tally: 13 Lions & A Grand Prix On Day 1

This year is going strong in achieving or even surpassing this record. India already has 13 Lions, and a Grand Prix, which essentially means the 2015 record is already broken

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The Kind Of Labels That Create Confusion

Content marketing has been ‘the’ buzzword for the last five years in a market like India. It started off as clever content pieces utilising the vast online space to create interest and engagement around brands.

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Social VR: The Next Gamechanger?

With VR becoming mainstream, it may be time for marketers to leverage Spaces and social VR as a platform to connect with consumers

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The Essence Of Strategy Is Making Choices: Michael E Porter

Strategy cannot be a popularity contest where everyone gets a vote because the essence of strategy is about choices, says Michael E Porter

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