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Stories by 'Shweta Mulki'
Does IKEA's first ad for India meet expectations?
After three years of 'understanding the Indian consumer' the furniture giant has rolled out its ad campaign here, weeks before the grand opening of its first store...
Are Kareena and Saif the right fit for Airbnb?
As Airbnb hires the star couple to woo travellers with an appetite to try new ways of doing old things, we speak to Varun Raina on its first wide-reach India campaign.
"Digital or TVC, a set's raw material costs are the same": Gajraj Rao on ad film-making
The ad filmmaker and actor who features in current Bollywood blockbuster - Badhaai Ho, recounts his journey...
"Marketers' 'ownership' of ad films is higher today": Amit Sharma, director, 'Badhaai Ho'
Meet the adman who directed Badhaai Ho - the first feature film from an ad-focused production house to breach the Rs.100 crore mark.
"We went from concept to execution and launch in just 6 months" - Suparna Singh on NDTV Hop
Singh says the idea behind the 'world's first made-for-mobile live channel' was to create a part of NDTV that Gen Z has a direct connect to, instead of a surround connect.
Pocket Aces: Winning big from outside the system
We speak to the trio behind FilterCopy and Dice Media, as they bask in the afterglow of their deal with Netflix - a first among Indian digital content producers.
“Digital shouldn’t be treated as a shiny new object that’s just about participation,” Anand Chakravarthy
The India MD at Essence – GroupM’s fourth-largest agency, adds that in digital, if you don’t invest to threshold level, you can’t see the impact...
"When new generations enter the brand, how will nostalgia create trusteeship?": asks Uma Talreja, CMO, Shoppers Stop
An interview with the woman in charge of a nostalgia-heavy retail brand in the age of online shopping.
YouTube Originals launching soon; "...we are nowhere near content fatigue," says Satya Raghavan
The platform has teamed up with music maestro AR Rahman for its first 'Originals' offering from India.
"We want more people to aspire to brand Volkswagen" - Bishwajeet Samal
After a stint in Germany as regional marketing manager, Europe, for the global brand, Samal recently returned to India as marketing head for Volkswagen here. A quick chat.