afaqs!

'Kangana is disruptive and had to fight challenges, just like us' says Reebok's Silvia Tallon

Tallon, who is in charge of the brand in India, talks about its fight to reclaim its past glory....Read more

Kanagana is disruptive and had to fight challenges just like us says Reeboks Silvia Tallon
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How brands are taking back control of media

How brands are taking back control of media

Rahul Sengupta joins Dentsu India as Chief Creative Officer

Rahul Sengupta joins Dentsu India as Chief Creative Officer

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Gixxer SF breaks the monotony in sports-bikes!

Gixxer SF breaks the monotony in sports-bikes!

With its blend of head turner looks and functional excellence, the motorcycle brings in freshness to the sports-bike segment...

100 Words

A look at what's keeping ad/media/marketing folks excited these days - in 100 words.

Tarun Arora

COO, Zydus Wellness

The FMCG space is being re-imagined with brands turning themselves into publishers and telling stories to consumers in newer ways. The confluence of technology, e-commerce and expanding consumer avenues are catalyst to these events. This makes the task of marketing very interesting and it needs to move beyond the 30s spot. At Zydus Wellness, we are taking this forward by using Branded Content in an experiential manner - it entertains, showcases and imagines consumers' challenges and helps them optimise the product and its benefits in their lives. For example - in the web-series 'Sweet Break Up', we have busted myths and demonstrated that Indian sweets can be made healthier with no extra calories, using Sugar Free.

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