The CRED ad with Dravid has brought celebrity endorsement to be limelight once again. Like it or hate it, you could not ignore it. But are celebrity endorsements used only for making ads noticeable and memorable? (more…)

The COVID-19 crisis has changed the course of the world, it does not matter which corner of the world you are in or the industry you work for, it has impacted all. The beauty and cosmetics industry is not alien to it either. Beauty and cosmetic brands are using this opportunity to innovate the way they engage with their consumers. (more…)

In the last few weeks, we have seen social media response to online criticism by two popular companies – Titan and Byju’s. While the response of one company helped strengthen the brand, the response of the other may have led to erosion of brand equity.

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Industry pundits and analysts may have been declaring the age of on-demand video streaming for a while now. But it took a pandemic for the age to truly arrive.

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In this article, the Author offers a framework for firms to prioritize areas for hiring Consultants

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Companies Start to Think Remote Work Isn’t So Great After All” reports the Wall Street Journal. What should companies do to make it work?

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In this article, the author highlights the importance of, and potential for “place of origin” branding in agricultural and food products, and argues that a focused Government initiative is required for India to tap its potential. (more…)

We eat for nutrition, but we also eat for taste. Since we eat so often, our taste buds tire of the same stimuli quickly - they crave variety and we don’t mind paying a premium for a great gastronomic experience.

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