Sales & Marketing

When Entertainment Overtakes Product - Views From Prabhakar

When we grew up in advertising we were told that you needed to sprinkle a little bit of entertainment into a commercial for it to be likeable and effective. Now turn that axiom on its head. Take a piece of pure entertainment and sprinkle it with a little bit of information on a product. #RanveerChingReturns, the video for their brand Ching's Secret from Capital Foods has done just that. But there is no doubt that it is a spectacular piece of entertainment. So here goes another piece of communication that is a 5 minute video where a lot of creative people had fun, and now they are all going to call it 'digital' like every other 5 minute video. Which digital marketing guru might have predicted that the 5 minute video would be dubbed 'digital' just because it runs on youtube and only because television is prohibitively expensive. So youtube now has become a surrogate for very cheap TV, although I can't ever remember clients to have had enough money to run 5 minute videos either in cinema or TV even 20 years ago. And besides putting films on youtube helps you to call yourself a digital expert. (sic!)

A Marketing Guide To The Term 'Urban Poor' - Niteen, IIM Calcutta

“Poor can fake it. Rich can cheat. Middle class is the ultimate casualty”.

Is The Sun Setting On Central Bankers - Views From Prabhakar

For once the choice of the intelligentsia might have been closely mirrored by the government's decision to appoint Urjit Patel as successor to Raghuram Rajan as the 24th Governor of the Reserve Bank of India.  With a M Phil from Oxford  and a PhD in Economics from Yale he seemed to be best suited to take over the Governor's post along with Subir Gokarn amongst the many speculations for the position, in the last few months, after Rajan announced his return to academia.

What Is Dynamic Creative Optimization And How It Works - Rinku From IIM Bangalore

Marico's Next Gen - From IIM Bangalore To Dubai To PPO 

Marico in association with InsideIIM.com present to you a new series called 'Marico's Next Gen' wherein we showcase the journeys of the new recruits at Marico who successfully converted their internships to a PPO. This will include their challenges, preparation and  experiences for an internship and job at Marico. Marico is one of the fastest moving FMCG companies of the country and these fresh recruits called the Next Gen together will lead Marico to grow beyond boundaries.

Was Ola Boats A Rescue Operation, For Humanity Or A Marketing Gimmick

Chennai was reeling in flood, facing one of its toughest times. Remorseless and intolerant, it was taking a toll on the spirit of Chennai. Life had come to a standstill and it was becoming difficult for people to move on. Roads drowned, water at eight feet and hopes were pinned on boats. A certain Venkatesh Krishna chuckled in a humor. Little did he know that OLA would turn it around?

The Art Of Cause Marketing - Priyanka From IIM Lucknow

Cause-related marketing is when for-profit and not-for-profit organisations take up an initiative for mutual benefit. Social responsibility is the new norm. It sells like hot cakes among today’s aware consumers and is much sought after by most of the organisations to market themselves. The percentage of consumers who shift brands just because of their association with a social cause is as high as 87% and this preference is increasing at an alarming rate.

Evolving Consumer Trends That Could Change India In 2016

Marketing being an inaccurate and instinctive science, needs to always show signs of change and conform to new shoppers, their mentalities and conduct and different changes in the commercial center and economy. While digital marketing has made extraordinary steps in the most recent couple of years, innovation as a rule is moving too quick to market to stay aware of. Here are a few patterns that marketers may need in 2016.