Moment Marketing – Does it help brands?

The other day I came across this news article that stated that Maurizio Cattelan’s much talked-about Banana artwork is now in the Guggenheim museum in New York, courtesy an anonymous donor. The piece of art which went viral, Maurizio Cattelan’s Comedian – a simple banana, duct-taped to a wall and priced at $ 120,000 wasContinue reading “Moment Marketing – Does it help brands?”

Cocktails made famous by Stars- The Power of Influence

Would you like to sip with the stars? If the martini was made famous by the Bond movies, the old fashioned made a comeback with Don Draper from the Mad Men, while the cosmopolitan acquired cult status after Sex and The City. There’s something to be said about the power of influence that these moviesContinue reading “Cocktails made famous by Stars- The Power of Influence”

Jack Daniel’s : How the Brand progressed without changing

It takes space in bars, both, top-of-the-line and rudimentary. It’s a favourite among civilians and celebrities alike. You can toss it on-the-rocks or in a cocktail. Jack Daniel’s is now a household name, but this hasn’t always been the case. How well do you really know Jack? And, how has a brand that has remainedContinue reading “Jack Daniel’s : How the Brand progressed without changing”

Say it with Words: Why the Right words count in Advertising

Nobody reads words anymore. How many times have you heard that? From clients to art directors who look at text like the wicked witch from the West. But, you need to factor in three basic truths. We somehow have a lot less time these days. Our attention span is even shorter. And copywriters sometimes simplyContinue reading “Say it with Words: Why the Right words count in Advertising”

Why everyone is obsessed with Music in Advertising

One thing is certain. One component that’s worth its weight in gold when it comes to advertising is the music. Music is emotion in the form of sound. The right piece of music can carry the ad or magnify its impact. So, just how important is it? Brands are created out of stories. Brands commenceContinue reading “Why everyone is obsessed with Music in Advertising”

3 Must-Watch Movies about Advertising and Marketing

Usually when you begin working in a particular industry, you want to know everything about it. Therefore, watching movies about it is certainly relatable. In my case, it was just the reverse. Ever since I began working in advertising, I wanted to dissociate from anything related to it in my off-hours; most especially watching moviesContinue reading “3 Must-Watch Movies about Advertising and Marketing”

Reading between the Advertising Brief

In advertising, most briefs serve one purpose only : saving skin when you-know-what hits the ceiling. Most creatives will not begin work without access to a brief. And most account managers will create briefs with ambiguous words that cover everything, yet could mean anything. God forbid, if the campaign fails, nobody can lay blame onContinue reading “Reading between the Advertising Brief”

3 best Advertising Books to read in 2020

When you’re part of the advertising fraternity, inevitably you’ll want to either enhance your knowledge or expand your perspective. Fortunately, there are some outstanding books written by phenomenal advertising veterans that you can get your hands on. Whether you need to hone your skills or start from scratch, here are some books that will helpContinue reading “3 best Advertising Books to read in 2020”

Why Advertising is not only about Advertising

Though I’ve found it hard to put into practice myself, I’ve always believed that a life of transformation is better than a life of comfort and constancy. For the same reason, I admire those who can multi-task, those who have led a life of variety, as opposed to those who have remained single-minded and focussedContinue reading “Why Advertising is not only about Advertising”

The Long and Short of Copy

How often have we heard that when it comes to copy in advertising , LESS is MORE? Well, more or less. Don’t you hear it all the time? There is a copywriting anthem, “The more you tell, the more you sell.” Does anyone read those long ads that seem to go on for days? BobContinue reading “The Long and Short of Copy”