Aashrey Baliga – Page 9 – storyboard18

Bookstrapping: The Man Who Bent Light by Narinder Singh Kapany

Narinder Singh Kapany (1927-2020) wrote about successfully transmitting high-quality images through a bundle of optical fibres in a 1960 edition of 'Scientific American'. (Representational image: Compare Fibre via Unsplash)

The fusion of ‘science as a universal need’ and ‘religion as a universal truth but private practice’ emerges beautifully from this book. Bookstrapping Rating: 3.5 stars

Shashank Mehta on why The Whole Truth is on an Instagram break

Shashank Mehta, founder, The Whole Truth Foods

At a time when every brand wants to be on the top of their Instagram game, The Whole Truth decided to log off and take a break. What led to this decision? Mehta and his team weren’t thrilled with the content they were putting out. “Dancing to trending music and pointing to corners of the screen with cluttered text boxes didn’t seem right,” he says. In a freewheeling chat with Storyboard18, Mehta opens about why his brand decided to go on an Instagram break; the risks involved with this, lessons from Unilever; featuring in his own brand’s commercials and more.

Why some sporting bodies need to look beyond tactical brand partnerships

Arnab Roy, vice-president and head-marketing, Coca-Cola India and Southwest Asia.

“Many sporting bodies (not all) still see brands and companies as cash sources, and thus most of the partnerships are short-term tactical ones.” – Arnab Roy, vice president and head-marketing, Coca-Cola India and Southwest Asia.

Simply Speaking: Wisdom of crowds leading to a ‘reputation’ for a brand, institution or individual

Rational man is guided not by 'information ', but by 'reputation’ which is pre-filtered, pre-evaluated and already commented upon by others. (Representational image: Susan Q Yin via Unsplash)

Reputation is the main output of collective intelligence. But who builds the reputation of the reputation builders? Learn how brands gain a reputation and how that is more important than ever before in today’s information dense world.

Airtel Payments Bank ropes in Shilpi Kapoor as chief marketing officer

Airtel Payments Bank CMO Shilpi Kapoor.

Shilpi Kapoor will lead all marketing and corporate communications.

Malvika Mehra joins The Good Glamm Group as chief creative officer

Dharma might be the first of many such tie-ups for the nine-year-old Good Glamm. (Image source :Moneycontrol)

Malvika Mehra is the latest in a long list of ad executive to switch over to the client side in recent years.

The Great Skills Reset: Are you a ‘da Vinci marketer’?

The Leonardo da Vinci kind of people are those who can use their analytical left brain and creative right brain equally well. (representational image: Mika Baumeister via Unsplash)

“When you find those rare Leonardo da Vinci marketers, over-promote them, over-reward them, keep them in the company at whatever cost,” says Mastercard’s global CMO Raja Rajamannar

Personalisation – Myths And Facts

A still from the panel discussion

Experts talk about personalisation of advertising and how effective it is in today’s day and time.

CXO Moves: Moving in, up and out to the client’s side

(Representational image: Michele Bitetto via Unsplash)

Keep up with all the key people movements in the marketing world in Storyboard18’s CXO Moves. Here’s a round-up of the executives who are in, out and in-between in the past week.

Unfiltered credit where credit is due

As an industry, we can do better to celebrate creators more. (Representational image: Vlad Hilitanu via Unsplash)

Hear from one of the makers of India’s most-awarded campaign ever – The Unfiltered History Tour, at the Cannes Lions about the culture of credit sharing in the new generation of Indian advertising.