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Article

The pandemic-fuelled growth of e-commerce has also propelled Retail Media into the spotlight.

Opinion

In this edition of Spotlight India, WARC India Editor Biprorshee Das looks at the evolution of influencer marketing in India and, given its tremendous potential, how marketers can get it right by addressing the concerns about it.

Article

Today's saturated and fragmented influencer landscape is starting to have adverse effects.

Opinion

This isn’t the first time Spotlight is focusing on rural India – the last time was in 2019, before anyone had an inkling that things were going to drastically change in just a matter of months. Almost two years later and a pandemic wiser, WARC India Editor Biprorshee Das revisits rural marketing in this India Spotlight series and asks how strategies are changing, and what the new opportunities and challenges are post-COVID.

Opinion

Consumers everywhere are becoming increasingly sensitive towards issues around them and are urging brands to be woke too. Are brands listening though? In 2021’s final edition of Spotlight India, WARC India Editor Biprorshee Das asks how Indian brands can be more inclusive in their communication and truly celebrate the diversity this country is known for.

Opinion

A brand championing a cause is not a novel phenomenon. But as consumers become more vocal about environmental, political and social causes, there is pressure on brands to speak up too. While many worldwide are answering that call, most Indian brands have stayed silent. In this India Spotlight series, WARC India Editor Biprorshee Das asks if it is time for Indian marketers to be bolder.

Article

With COVID-19 placing constraints on physical operations, consumer-facing companies have become more reliant on the digital channel to drive all forms of engagement with their customer base.

Case Study

Jake's House, an autism charity, addressed the issue of loneliness within the autism community in Canada by using the power of music to dispel the misperception that those on the autistic spectrum prefer to keep to themselves and shun the spotlight.

Article

Bang in the Middle’s Naresh Gupta explains the rise of participative culture and the influencer movement, before outlining responsible and sound practices that are required of both marketers and influencers.

Opinion

Harish Narayanan, Chief Marketing Officer of Myntra, speaks to WARC about how the Indian fashion e-commerce company has been rated one of the best workplaces for women, among other laudable diversity and inclusivity efforts.

Article

Provides marketers with information and guidance on harnessing grassroots activism and provoking people into taking action for change.

Opinion

The May issue of Admap puts the spotlight on data ethics.

Article

Inspires and shows different ways of getting inclusive portrayal right - a marketing imperative.

Opinion

Over the years, The Times of India – the country’s leading newspaper – has been at the forefront of brand activism with its popular campaigns raising pertinent issues. Malcolm Raphael, senior vice-president and head – trade marketing, innovations, creative strategy – tells WARC more about this and initiatives like Teach India and Aman Ki Asha

Opinion

The trend has been accelerated by COVID-19, with more Indian consumers expecting brands to communicate with them and to help them during this pandemic. Brand purpose can also be a competitive differentiator amid the spike in online shopping

Article

As consumer awareness of social and environmental issues increases, steps to improve the beauty industry’s environmental footprint are progressing at a faster pace.

Article

The COVID-19 pandemic accelerated the adoption of e-commerce, with many consumers experimenting and even becoming reliant on the digital channel while in isolation.

Article

Global strategies, campaign updates and trends in search.

Opinion

The pandemic and the resultant lockdowns have impacted every aspect of our lives and behaviours. Digital was embraced in its fullest and e-commerce came into its own with the work-from-home economy. The story in India, one of the worst affected by COVID-19, is no different. With digital shopping becoming a way of life, what is the road ahead for e-commerce brands in the country? In this India Spotlight series, WARC India Editor Biprorshee Das asks if the time is right for e-commerce brands in India to capitalise on a crisis and leapfrog to the next level.

Article

A global outlook on health and wellness packaged food, including leading companies and brands and the top five trends shaping the industry.

Article

Looks at how influencer opinions and recommendations via word-of-mouth or through social networks play a significant role in spreading ideas and delivering marketing messages to consumers.

Research Paper

Explores the topic of sustainable tourism and promotes it as the next big opportunity for Latin America.

Article

Analyses data from ongoing surveys of Indian consumers, provided by GWI.

Article

Analyses data from ongoing surveys of Indian consumers, provided by GWI.

Opinion

Fashion accessory brand Fastrack is known for its cheeky communication in India. Over the years, the brand has made sure its conversations with its audience have been relevant, relatable and contemporary. With the launch of its latest brand campaign focusing on celebrating the aptly titled “You Do You”, Fastrack’s Head of Marketing, Ajay Maurya, tells WARC how it has consistently been able to deliver the right message to youth and understand them better while being inclusive and woke.