Author

Masaba Naqvi

Articles

2x To 3x Q-Comm Spikes Are Changing What Brands Think Festive Gifting Means

You know that one person who says they have “already sorted the gifts” two weeks before Diwali? There is another, much larger group that remembers the gift while getting ready to leave for the family dinner. That last-minute panic is no longer necessarily a problem. A personalised hamper can arrive in minutes. A cake can […] The post 2x To 3x Q-Comm Spikes Are Changing What Brands Think Festive Gifting Means appeared first on Marketing Mind.

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‘Brandformance’ Is Changing The Marketing Funnel: Criteo’s Medhavi Singh On Where Brands Are Investing Now

There was a time when a consumer journey could be drawn almost neatly on a whiteboard: awareness, consideration, purchase. Today, that journey looks less like a funnel and more like someone with 12 apps open, an OTT show playing in the background, a quick-commerce order on the way and an AI assistant answering a shopping […] The post ‘Brandformance’ Is Changing The Marketing Funnel: Criteo’s Medhavi Singh On Where Brands Are Investing Now appeared first on Marketing Mind.

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The More Hooks You Have, the More Retentive Memory Will Be: Shubhranshu Singh On Building Brands That Stick

Ask someone what they had for breakfast yesterday and they’ll probably draw a blank. Ask them to hum an old Amul jingle or repeat a line from an ad they saw years ago, and they might do it instantly. Memory has a funny way of forgetting the ordinary and holding on to whatever makes us […] The post The More Hooks You Have, the More Retentive Memory Will Be: Shubhranshu Singh On Building Brands That Stick appeared first on Marketing Mind.

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Our Marketing Is Like A Thali: Sandeep Shukla Explains Why Jaquar Invests 55% In ATL & 10% In Experience

There was a time when marketers obsessed over the perfect TV commercial. Today, they have found themselves obsessing over whether the same consumer has watched an Instagram Reel, searched on Google, walked into a showroom, watched a product demo and finally experienced the product before making a purchase. The media landscape has fragmented beyond recognition, […] The post Our Marketing Is Like A Thali: Sandeep Shukla Explains Why Jaquar Invests 55% In ATL & 10% In Experience appeared first on Marketing Mind.

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Consumers Are Our Biggest Advertisers: Pernod Ricard India’s Debasree Dasgupta On Surrogate Advertising

Every marketer talks about building awareness, few have to build it without talking about the product. India’s alcobev industry has spent decades navigating that paradox. Direct product advertising isn’t permitted, making surrogate advertising only one part of the marketing equation. The bigger challenge has always been earning something no media budget can buy: consumers who […] The post Consumers Are Our Biggest Advertisers: Pernod Ricard India’s Debasree Dasgupta On Surrogate Advertising appeared first on Marketing Mind.

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What’s Driving Brands To India’s Got Latent: Reach, Relevance Or Something Else?

Let’s settle one thing first. Nobody clicked on India’s Got Latent to watch advertisements. Yet somehow, an hour later, viewers remembered Avvatar, AI+ Nova Smartphones, SNITCH and Flipkart Minutes almost as much as they remembered the jokes That’s not luck. That’s marketing that has stopped behaving like marketing. For years, brand integrations have followed the […] The post What’s Driving Brands To India’s Got Latent: Reach, Relevance Or Something Else? appeared first on Marketing Mind.

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A Brand Is Built By Product & Experience: Info Edge’s Sumeet Singh On Why Advertising Alone Has Never Been Enough

The marketing industry has never suffered from a shortage of trends. Every few years, a new platform, technology or buzzword has promised to rewrite the rules of brand building. Yet the brands that have consistently stayed relevant have rarely been the ones chasing every new wave. They have been the ones asking a far simpler […] The post A Brand Is Built By Product & Experience: Info Edge’s Sumeet Singh On Why Advertising Alone Has Never Been Enough appeared first on Marketing Mind.

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The Biggest Problem In Marketing Is Fragmentation, Not Creativity : NYX’s Amit Verma

There are days when marketing feels less like a discipline and more like a group project nobody fully volunteered for, tabs open, dashboards blinking, creatives stuck in review loops, and someone somewhere asking for “just one more performance report” at 11:47 pm. And then there are conversations like this one, where that chaos is not […] The post The Biggest Problem In Marketing Is Fragmentation, Not Creativity : NYX’s Amit Verma appeared first on Marketing Mind.

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What Did Parle’s Mayank Shah Say About The Viral ‘Melodi Meets Melody’ Moment?

Sometime ago, when all of us thought only our feeds were flooded with “Melodi”, the internet’s favourite mashup of Meloni plus PM Modi memes, turns out we were definitely not alone. Because somewhere along the way, even our Prime Minister Narendra Modi seems to have fully acknowledged the assignment. And honestly, nothing proves that more […] The post What Did Parle’s Mayank Shah Say About The Viral ‘Melodi Meets Melody’ Moment? appeared first on Marketing Mind.

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Darshana Shah Exits Aditya Birla Capital As CMO

Darshana Shah has moved on from Aditya Birla Capital, where she had been serving as Group Chief Marketing Officer. In her role, she had been leading marketing, digital transformation and customer experience initiatives for the company. Shah has exclusively confirmed the development to Marketing Mind. Before taking up the Group CMO role, she had worked […] The post Darshana Shah Exits Aditya Birla Capital As CMO appeared first on Marketing Mind.

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