Author
Shubhranshu Singh is a stalwart marketer and business leader presently serving as CMO at Tata Motors. He is a published author and columnist writing extensively on brand building, consumer lives, economy, politics and technology. He is a speaker and jury member on the global apex marketing circuit.
Attention is thought to be the most precious commodity in advertising. Hundreds of billions of dollars are spent to buy advertising time in the midst of compelling programming on TV. Advertising, advertorial and commercial featured content is bought in print simply to position brands in the minds of their consumers.
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Projects such as Maker and Basis are attempts to achieve precisely this - creating crypto-currencies that can be accepted as if they were "real dollars” and are exchangeable for Fed-dollars on a one-to-one basis.
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No one needs luxury. Yet everyone wants it. It represents the most valued of mankind’s possessions. Luxury takes wallets to dreams.
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India must embrace the American agenda and seek its interest through active, forward leaning collaboration.
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