Over 150 years of its existence, Tata has been able to position itself as a brand with the community at the centre stage of the brand’s value proposition, and trust being the undercurrent of its businesses. It has successfully set a narrative that its products and services stand for performance and trust. It has been...

The ‘marketing mix’ of a CMO (chief marketing officer) is soon going to be in a flux. In all likelihood, a marketer has been asked whether his/her brand has a plan for Metaverse, along with Web3, NFTs, blockchain, crypto etc with little coherent logic. It’s normal not to be ready with a concrete plan yet....

The Indian advertising market is forecast to grow by 16 per cent and hit USD 11.2 billion (Rs 89,324 crore) in 2022 with digital ad space growing twice as fast as ad spending through television. While America will be the top ad spend region at USD 329.6 billion and the most dynamic with the spending...