News Archive

Stories by : Shweta Mulki

"Digital or TVC, a set's raw material costs are the same": Gajraj Rao on ad film-making


Shweta Mulki Thu, 22 Nov 2018

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'


Shweta Mulki Fri, 16 Nov 2018

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


Shweta Mulki Tue, 23 Oct 2018

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


Shweta Mulki Mon, 22 Oct 2018

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


Shweta Mulki Wed, 26 Sep 2018

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


Shweta Mulki Thu, 20 Sep 2018

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


Shweta Mulki Fri, 07 Sep 2018

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


Shweta Mulki Mon, 03 Sep 2018

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.

Ogilvy India and Google in a global-first 'Creative Intelligence Partnership'


Shweta Mulki Thu, 16 Aug 2018

An 'immersive partnership' between the two, 'CiP' is a first of its kind between a creative agency and Google - anywhere in the world.

IKEA says 'Hej India!' as it opens doors to its first store in India


Shweta Mulki Fri, 10 Aug 2018

With plans to invest $1.5 bn in the country, the home-goods giant will ride big on its'value with quality' promise to consumers.

"Clients are sometimes disappointed if I don't suggest changes to the storyboard" Vinil Mathew, ad filmmaker


Shweta Mulki Tue, 31 Jul 2018

A chat with one of adland's most prolific directors - (most recent work: Mondelez's latest change-in-positioning film) - about his craft.

Does IKEA's first ad for India meet expectations?


Shweta Mulki Mon, 16 Jul 2018

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?


Shweta Mulki Fri, 06 Jul 2018

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.