“Humour in advertising is like a gun in the hands of a child. You have to know how to use it. Otherwise, it can blow up on you.” (Miller, 1992) As the new era of digitalization continues to evolve and grow, modern…

Gone are the days when people used to actually get out there for Shopping. A new era of online shopping has pounced on the traditional markets and traditional ways of shopping. Earlier days there was a fear of buying without feeling and…

Every generation of workers has developed a distinct culture in the workplace, from baby boomers to millennials. The population is increasingly changing into a more youthful cohort, amid the sustained growth of Gen Z workers (or post-millennials). When these individuals start working…

HISTORY has witnessed, moments of crisis and uncertainty that have invigorated new innovations. It has created a shift in the views on what matters most to people. The 1918 influenza pandemic led to the popularization of the usage of the telephone. And…

Yashna Bhagchandani Ethics is basically the morals, values or principles that govern our behaviour and have a conscious about it towards our society. Ethics are the religious beliefs and what the law needs to do. It comprises of standard of behaviour our…

As marketers, the first instinct is to create a campaign that mitigates the risk in planning and executing the campaign idea. But, sometimes, taking the plunge is all it takes to land in the right place and capture everyone's attention. They may…

It is not a lesser-known fact that every and any agency associated with an institution, be it employees, consumers or investors, look for something which has a deeper significance than just quality products, returns and payslips. With every spin of the Earth…

Traveling remains an integral part of every individual’s life offering rejuvenation and bliss. With growing environmental concerns and to make Mother Earth a greener planet, sustainability is a vital component of the tourism and hospitality business. Novel ideas are emerging and are…

“All experience is an arch wherethro’ gleams that untraveled world whose margins fade forever and forever as we move”, an excerpt from Alfred Lord Tennyson’s poem ‘Ulysses’, perfectly encapsulates why experiences matter, and stands true for brand experiences too. It captures how…

The Mighty Covid-19 has disrupted & transposed the entire business and marketing. The impact it has created is not going anywhere soon. Rewind a year from now, who would have thought that the great human race would have on a house arrest…