D2C brands can drive trials of their products in the form of Rs 200-500 worth trial packs, subscription boxes, and purchase freebies.

With easy access to information, there’s some blurring of lines that placed corporate brands in the hands of stakeholders and consumer brands in the hands of consumers.

The Savlon surface cleaner cum disinfectant is named ‘Spray & Wipe’ which is pretty much how every product in the ‘squeeze spray cleaner’ segment is used.

Microbrands have been steadily rising with the rise of e-commerce. They are essentially direct-to-consumer and digital native brands.

From buying local brands to change of loyalty and the need for trust, we deep dive to see how migrant labour movement has changed retail FMCG consumption.

How can brands build relational communication that is relevant to the current situation, while being differentiated and authentic?

Will this initiative live up to the mark?