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MUMBAI: As millions of rural Indians connect for the first time with feature phones, marketers in the country remain wary of what the actual opportunities for brands will be.

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KOLKATA: Experiential activity will play an important role in Tata Motors’ marketing of its Nexon compact SUV which launches this week, building on the success the manufacturer has had over the past year with models in other auto categories.

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MUMBAI: Patanjali Ayurved, the Indian FMCG firm that takes pride in its willingness to take on global brands, now plans to enter India’s huge dairy market as well as expand into apparel, as it aims to capitalise on its reputation for ...

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MUMBAI: Rural India is a huge market that is changing fast, and marketers need to understand how they can best reach consumers outside the urban areas that have largely fuelled brand growth.

Article

This article explains key steps marketers need to take to market effectively to rural consumers in India – a population of 840 million that is expected to grow.

Case Study

This case study looks at how Ariel, a laundry detergent brand, created the 'Dads #ShareTheLoad' campaign in India to bring the issue of gender inequality into public consciousness, generating immense positive attention.

Case Study

This case study describes how Premier Futsal, a new football league, was launched in India with an integrated media campaign featuring celebrities.

Case Study

This case study explains how Saffolalife, the not-for-profit arm of an edible oil brand, used disruptive media and hints to help people in India make choices that were healthier for their hearts.

Case Study

This case study explains how Surf Excel, a premium laundry detergent, increased brand equity among Muslim consumers in India and Pakistan.

Case Study

This case study explains how The Akanksha Foundation, an education NGO in India, recruited more teachers with an eye-catching social media campaign.

Case Study

This case study describes how Indian truck-maker Tata Motors used trucks as an advertising medium to launch a brand of condoms aimed at truckers.

Case Study

This case study describes how paint brand Asian Paints used a multichannel approach to drive admissions to its Colour Academy and make painting a desirable and respectable profession in India.

Case Study

In this case study, Vodafone Business Services (VBS), the division providing telecommunication services to enterprise in India, built a connection with SMEs and increased leads by showing it understood the needs of SME owners in a series of videos.

Case Study

This case study explains how Zivame, a lingerie brand, increased sales among Indian women by developing a discreet online sales platform.

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This case study explains how The Akanksha Foundation, an educational charity for under-privileged children in India, recruited teachers with zero media budget over successive years.

Case Study

This case study describes how ITC's Savlon used TV to reposition itself from underdog to serious title contender in the race to become India's leading health and hygiene player.

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This case study describes tea brand Brooke Bond Red Label's three-year, multi-channelled social experiment to get customers to reappraise the brand and to regain its market-leadership position in India.

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This case study describes how online brand Amazon used a multichannel campaign based around the sibling festival of Rakshabandhan to grow its customer base in North India.

Case Study

This case study explains how Durex, the condom brand, increased usage among young people in India by launching a more discreet product.

Case Study

This case study describes how condom brand Skore used TV, digital and events to redefine the category narrative and boost sales in India.

Case Study

This case study explains how HP Lubricants, an Indian motor lubricants brand, built its brand reputation by improving road safety with innovative road technology.

Case Study

This case study explains how Levi Strauss jeans relaunched an old jeans series in India with zero paid media through a social media campaign featuring inspirational women.

Case Study

This case study describes how mobile brand Vodafone used a multichannel campaign to relaunch its network in India and highlight its superiority over 4G.

Case Study

This case study describes how Amazon, the online retailer, increased its user base in India by connecting with mothers through an emotional video.

Case Study

This case study explains how Ariel Matic, the premium laundry detergent brand owned by P&G, built on its previous 'Share the Load' campaign by persuading dads to do more laundry and promote gender equality.