Advertising Costs

After retail media grew at a scorching pace in India and worldwide, adtech firm The Trade Desk is pursuing a new frontier in this business—retail data. Can this unlock more value for advertisers and retailers alike?

The GST Council's tax revisions have sparked enthusiasm in advertising, leading brands to enhance festive marketing efforts. While sectors like television may benefit, ongoing challenges like high service GST and compliance issues could hinder growth in traditional media.

CMO Puneeth Bekal explains how HDFC Securities is leveraging research, snackable content, and social media to build trust and authenticity.

Crafting a social media campaign that goes viral on its own is every marketer's Holy Grail. But at what cost?

Fifty years on, Sholay remains a marketer’s goldmine. From cement and telecom to Gen Z memes, its characters sell, its catch phrases convert, and its cultural cachet refuses to die.

There are multiple Indias. The top 10%—about 150 million people—exhibit repertoire behaviour in chocolate. They'll buy for themselves, kids, gifting, and hunger. Mars plays well there with premium formats like Galaxy Fusions, Bounty and Twix, the confectionery company's India head Nikhil Rao said.

AI won’t replace PR, but will expose which organisations never took it seriously. If PR once seemed downstream of performance, today it’s upstream. The future of PR isn’t about faster press releases or clever headlines. It’s about creating a brand story that humans believe in and machines amplify.

A police-station comedy about women ordering makeup in custody might grab attention, but it risks reinforcing outdated stereotypes instead of empowering today’s consumer.

What happens when the spotlight shifts from creativity to credibility? When the very sanctity of the awards is questioned—not by cynics, but by the system itself?

Ad agencies in India are racing to become one-stop shops for creative, media, data, and commerce. But in the chase for performance, platforms, and quarterly KPIs, is the core craft of brand building being quietly sidelined.