As multiple categories add germ-kill to their selling propositions… product promises, advertising codes, and usage rituals get complicated.

Does the good ol’ television commercial have a ‘larger’ role to play today? Can it stimulate consumer demand in a precariously placed economy?

As the hygiene category steals the limelight, a quick ode to its eponymous owner, a Greek Goddess the world is worshipping.

Marico, ITC, and CavinKare have launched specialised cleansing products for fruits and veggies. People may sample these products, but will the segment thrive?

Why did a paints company enter the sanitiser segment and invest in new manufacturing and distribution lines? Because the government asked it to.

Edited snippets of Ritesh Agarwal’s conversation with NDTV, during which he spoke about the future of the hospitality segment and his company.

Specifically, the brand team is on the prowl for boutique-like creative shops with a strong design aesthetic.

How’s Amazon’s Paatal Lok different from Disney+ Hotstar’s Special Ops? Shailesh Kapoor on genre diversity and nuances in the thriller zone.

Of late, advertising and media agencies have turned into mini research firms. Why the sudden frenzy? And do clients see value in their efforts?

We spoke to strategic planners at advertising agencies and heads of brands across product groups to gauge the impact of the crisis on the discipline of brand marketing