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Known-sense by Amit Desai
Santosh Zokarkar
Oct 28, 20203 min read
Creative Brief - it starts and ends with it!
The Brief should be so complete that if one were to hand it over to the Creative department and disappear, the end result should be...
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Nihit Arora
Oct 28, 20205 min read
Avoiding Brand Stagnation – Creating a Revitalization Strategy
Introduction Picture this – you have spent ages creating your brand and refining it. You have been successful in launching it and in its...
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Tasneem Jariwala
Oct 28, 20203 min read
To dear advertisements, with love
Dear ads, Please be all ears because here I am going to praise you (at least a few of you), rave about how good a teacher you are and...
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Nihit Arora
Oct 28, 20203 min read
Enriching Brands through Delivering Better Emotional Experience
Introduction Branding professionals have always believed that connecting brands to the individual at the subconscious level results in...
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Mansi Sharma
Oct 28, 20203 min read
That Magic Ingredient!
Introduction Ever wondered, why do we pay more for a cooking pan with a Teflon sticker? Or why has McFlurry become so popular? In...
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Nihit Arora
Oct 28, 20204 min read
Branding Your Start-Up: Are You On The Right Track?
Introduction If you are not familiar with branding but want to go ahead with establishing your start-up business, it is imperative that...
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Santosh Zokarkar
Oct 28, 20202 min read
Pretty24 – A Changed Tone!
I saw a new commercial for Pretty24 hitting the not-so-prime time slots on some GECs. The narrative is subdued (typical beauty products...
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Madhavi Shah
Oct 28, 20203 min read
What’s in a name?
A recent advertisement on the television grabbed my attention. It was the handsome Virat Kohli munching on some ‘healthy’ snacks. The...
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Nihit Arora
Oct 28, 20202 min read
Jaane Kahaan Gaye Woh Din
There was a time when Bollywood ruled the hearts of audiences worldwide with its phenomenal A-class movies. Action, fights, dialogues,...
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Kamal Vithlani
Oct 28, 20203 min read
The Art of Storytelling in Advertising
In an age where advertising has become an integral part of every aspect of our lives, what does it take for an advertisement to create an...
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Tushar Patel
Oct 28, 20204 min read
Design and its Social Impact
City crossroads are very important junctions; places where all the drama takes place. The humble traffic signal witnesses it all. If you...
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Madhavi Shah
Oct 28, 20202 min read
Don’t overuse these overused words!
There are words, phrases and clichés that we as writers are guilty of using far too often. Pick up any advertisement, a marketing...
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Santosh Zokarkar
Oct 28, 20202 min read
Jack of all trades is a master of advertising
So, you want to make a career in advertising! Someone once asked me rather seriously; is there hope for back-benchers, day-dreamers, and...
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Nihit Arora
Oct 28, 20203 min read
Humour In Branding – Why Does It Sometimes Fail
Strange indeed is the case of humour in branding. If rightly used, it can deliver astounding results but if wrongly used, it can cause a...
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Heli Bhagat
Oct 28, 20202 min read
No Exaggerating, please!
I love advertising. Hence I am here. And I love watching ads – be it the hilarious Vodafone commercial or the message-oriented Ariel’s...
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Ketan Vaidya
Oct 28, 20202 min read
Understanding the difference: Sales Manager V/S Marketing Manager
I recently got a call from an HR consultancy that informed me that they had a lucrative job offer of a Marketing Manager at a well-known...
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Madhvi Shah
Oct 28, 20202 min read
Festive Ads: The more the merrier
Come festivals and celebrations marketers hijack print, television and digital media with all that they have got. Be it major Indian...
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Guru Tantry
Oct 28, 20204 min read
The Matinee Show, Housefull!
No, I am not referring to that stupid Sajid Khan’s mindless caper. The word Housefull had a different meaning in the golden days of...
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Santosh Zokrakar
Oct 28, 20203 min read
Face to face in a fair game!
Ahmedabad based Vini has acquired a `Paras Paththar’ of sorts, with a string of successful launches viz. Fogg, Whitetone, etc. The...
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Tushar Patel
Oct 28, 20202 min read
Are Brand Guidelines necessary! evil?
Why are Brand Guidelines necessary? Brand Guidelines have always been perceived as textbooks, which are more often than not considered...
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