Category: Quantum Brief

How WPP’s Landor, Wunderman Thompson transformed Monster to foundit

In the earlier avatar, Monster has been a job platform for over two decades. A lot has changed since then. With the rapid digitisation and influx of platforms such as LinkedIn, job boards and listing platforms have to be redefined especially for younger workforce.

A behind-the-scenes view of Monster’s rebranding that signals a new meaning and direction for the brand.

Biz Moves: Big Trunk Communications, Storyboats, Social Beat

Digital integrated marketing firm Big Trunk Communications has won the digital mandate for Yovan Longevity & Health Resorts New York where the agency will manage social media, search engine optimisation (SEO) and media campaigns for the brand.(Representational Image: History Of Soccer via Unsplash)

Keep up with all the key business wins and account movements.

How meat unicorn Licious is going regional and cracking Southern markets

Plant based meat is an interesting launch and obviously has taken a lot of people by surprise. The way Licious have positioned themselves on “Crave”, which is a plant based meat offering, is that there are days in a week when a lot of meat eaters refrain from consuming meat and Crave is meant to cater to that particular consumer segment so that anyone who has a craving for something like meat should not miss out for whatever reason.

Santosh Hegde, VP Marketing, Licious, talks about its evolving target consumer base, more women buying meat online and why customers in South India can be unforgiving when it comes to recreation of local delicacies.

Throwback: The Spice route to MDH’s Rise

Dharampalji’s entry into the advertising of his own brand gave it a fillip. It all started when an actor portraying the father of the bride in a MDH TV commercial didn’t show up for work. Dharampalji took up the role. Since then, he was a constant fixture in all MDH advertisements, becoming the face of the brand he had created. This was an unconventional approach to creating brand awareness. (Stills from ads)

Apart from the memorable jingle, the presence of Mahashay Dharampalji Gulati, founder of MDH in the ads became notable too. He became the “Dadaji” figure in the commercials, dressed in traditional wear and adorned with a string of pearls.

Why D2C companies need new brand building lessons

The toolkit of a marketer and the canvas of the designer has no shortage of emotions to play on. Why not use humour, surprise, sassiness, idealism, and other attributes to create a brand that is distinct? Why not take a mindful risk, an intentional departure, a true innovation in brand instead of simply toeing the line? (Representational image via Unsplash) of emotions to play on. Why not use humour, surprise, sassiness, idealism, and other attributes to create a brand that is distinct? Why not take a mindful risk, an intentional departure, a true innovation in brand instead of simply toeing the line?

With a wave of new Gen Z and Gen Alpha consumers entering the market, D2C brands need to understand that aesthetics like products, need to evolve too in order to stay relevant.

Sadoun-Sorrell Row: Publicis CEO Arthur Sadoun retaliates over Martin Sorrell’s comment on employee bonus

Sorrell is known for not pulling punches and has routinely and publicly criticised rivals, particularly his previous company, WPP that is the world's largest ad holding company. His unceremonious ouster from WPP in 2018 was one of the most controversial and talked-about happenings in advertising history.

Publicis had announced it was giving nearly $50 million as an ‘exceptional bonus’ to 45,000 staff to cope with rising inflation and cost of living expenses.

Bacardi India’s Zeenah Vilcassim on NH7 Weekender and consumer trends in the alco-bev category

While the demographic data may have evolved over the years, the preferences of audiences attending NH7 Weekender continue to remain the same. They care about listening to good music, celebrating indie talent, building connections and meeting new people. That profile of the audiences hasn’t changed much for the last 12 years—these are inherent human needs, trends and truths that will probably be the same, says Zeenah Vilcassim. 

Zeenah Vilcassim, marketing director, Bacardi India, shares the company’s secret sauce behind creating branded content and bets on experiential marketing.

Digital Marketing Mavericks: Why Schbang wants to stay independent and be a truly Indian agency brand

In September 2022, Schbang expanded to the UK with an office in London. A team of 20 members in India have been designated to work for clients in the UK. Schbang is looking at India as a big delivery centre as it expands globally. The agency has identified its next EU destination and is planning to collaborate with a boutique agency to make their entry. Pictured (L to R): Sohil Karia, Harshil Karia, and Akshay Gurnani.

Harshil Karia, Akshay Gurnani, and Sohil Karia discuss their roadmap to take their “India to the world” proposition.

‘Bisleri is veri veri extraordinari’: Evolution of Brand Bisleri’s advertising

Bisleri is a brand on everyone’s lips—not just the water in the bottle, but the name on its label. So just as people say Cadbury when they mean chocolate, Dalda when they mean ‘vegetable ghee’ and Pampers when they want diapers, they asked for Bisleri when they wanted packaged water, writes Sumanto Chattopadhyay

News of Ramesh Chauhan selling Bisleri to the Tatas got everyone talking about the ubiquitous drinking water brand. But it’s also a brand that’s had iconic and creatively effective advertising.