It’s getting harder for Indian brands to separate their values from their business

Pitchfork Partners’ Ashraf Engineer says marketers taking a stand on issues in their communication must be sensitive to consumers and society at large; they also have to avoid being gimmicky.

This article is part of a Spotlight series on how brands in India can take a stand and communicate effectively. Read more

Across the world, a growing number of brands are transforming from observers into activists. The Black Lives Matter movement – following the killing of George Floyd, a black man, by a policeman – seems to have been the inflection point. Brands are ge

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