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Let me state at the outset that I don’t drink coffee. But the likes of me fall in a very miniscule minority. And while I don’t have the exact numbers, the growing demand for caffeine is amply evidenced by the sudden spurt in premium segment coffee chains. So we have Barista, Cafe Coffee Day, Costa …

One of the most vivid memories I have from childhood is that of marveling at a set of books bound in rich leather staring back at me austerely through a wooden cabinet. Yes, I’m talking about the Encyclopedia Britannica. I didn’t get to touch one then. But a couple of years later, I did get …

‘The Artist’, the much acclaimed and award winning film, traces the falling star of a popular actor as silent cinema gives way to the talkies. The actor refuses to see the future under the glare of his own success. While the movie has a happy ending, the same cannot be said about Eastman Kodak Co, …

It is but human nature to crave for gossip. And just as everywhere the world over, our celebrities in India provide us with enough fodder. It doesn’t get any bigger than Bollywood when it comes to gossip in India. A very key part of this world of Bollywood gossip is linkups, real or imagined. But …

The human psyche is all about acceptance. Within each one of us is the need to feel accepted. For the most part, the parameters for being accepted are based on edicts declared by society or segments of it. And that’s where we all choose to flock. There are very few amongst us who do not …

Advertising is all about persuasion. But the catch is that the subject has to be willing to be persuaded. It is said that an average person is exposed to over 5000 advertisements on a daily basis. It is impossible for anyone to notice let alone process and act upon so many advertisements. The few ads …

Emami, one of India’s top FMCG companies, has recently launched Vasocare, its latest range of chap sticks. And they have roped in Bipasha Basu to endorse this product. According to Priti Sureka, Director, Emami Ltd., “When it came to selecting the right brand ambassador for Vasocare, the choice was unanimous. It had to be Bipasha …

It’s quite clear that tablet computers are here to stay since the launch of the iPad. But the market has been dominated by a few players (aka Apple, Samsung) and it has been tough for other players and new entrants to make a dent. But Amazon is coming out with a new ‘Kindle Fire’ which …

Marketing is a game of emotions. Yes, the customer does have needs which have to be fulfilled. But in a world where competition reigns supreme, convincing customers needs a little bit more than the usual. What I’m trying to say is that this is the point where logical arguments fail many a time. Customers simply …

The very essence of branding is the notion of longevity. If it was an end game, why even bother? I mean, just make the sale, milk your idea and move on. The idea behind a brand is to provide differentiation, recognition and a long future. Besides, brand-building is never a one-time activity. One needs to …