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Stories by 'Vikas Mehta'
Honey, I shrunk your market share
The CSE report has set the cat amongst the pigeons, once again. A sort of honey war has started amongst the brands falling on the good and the bad side of the report.
Why has Amul launched Panchamrit now?
Janmashtami is a month away and temples are not allowed to distribute prasad as a precaution for Covid-19. But Panchamrit is a must.
"Privilege of being fair created fairness cream market, not the cream"
An analysis of HUL's move to drop 'Fair' from Fair & Lovely - this time, from the lens of society and culture.
What classified ads tell us about change in small-town India
The author analyses the changing pattern of ads in Dehradun post-pandemic and what that says about new consumer needs - and the decline of old ones.
Insights from an emerging India
Vikas Mehta coins a new word for small cities - 'Urban Bharat'.
Unlearning - The 'Mainline' Agency
Does this term put a psychological limit on the responsibility of creative agencies?