Interviews & Insights
Hilary Rhoda’s Vatsal Agrawal On How Relatability Is The New Brief For Festive Beauty Marketing
Festive season is one of the biggest moments on the beauty calendar. But with brands flooding social feeds with Diwali...
Going Viral Isn’t A Brand Strategy: SNITCH’s Chetan Siyal On Why Distinctiveness Matters More
Fashion has become a race where being fast is no longer enough. Trends move quickly, products can reach consumers across...
Summercool’s Sanjeev Kumar Gupta On How A Campaign’s Job Doesn’t End With Reach; It Has To Stay With The Consumer
For a brand that started out making air coolers, Summercool’s growth story is increasingly about what happens beyond the cooler....
NEWME’s Sumit Jasoria On Why Fashion Brands Need To Follow Gen Z Beyond The Feed
Fashion for Gen Z is no longer simply about keeping up with seasonal trends. A look can emerge from a...
Creators & Short-Form Content Are Changing How Dabur’s Legacy Brands Communicate, Not What They Stand For: Rajiv Dubey
India’s media landscape is becoming more fragmented, giving marketers more channels, more metrics and more ways to measure performance. For...
IGP’s Tarun Joshi On What’s Shaping Festive Gifting In India
India’s festive shopping landscape is becoming harder to define by the old binaries of planned versus impulsive, online versus offline,...
As Convenience Reshapes Gifting, Archies Bets On Emotion Over Discounts & Trends: Hanisha Kapoor
For generations of Indians, Archies meant greeting cards, handwritten messages, and the occasional last-minute dash to find the right gift....
The Future Of Nutrition Marketing Must Make Healthy Choices Feel Achievable, Not Fearful: Priyanka Verma
India’s nutrition conversation is changing shape. What was once a category driven by specific health needs is increasingly becoming part...
Akanksha Baliga On Why Beauty Brands Need Better Stories, Not Bigger Claims
For years, beauty brands have competed on formulations. First it was clean beauty, then came the race for actives, percentages...
Emotional Equity Matters As Much As Product Equity: Anmol Sahai Mathuur On Building MARS Cosmetics
The Indian beauty industry has evolved far beyond offering affordable products and attractive packaging. Today's consumers are more informed, more...