August 2022 – Page 6 – storyboard18

Coca-Cola’s Arnab Roy on Thums Up’s new ad campaign #HarHaathToofan

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

#HarHaathToofan is an ode to inspirational people whose hands have built India over the years.

GE’s Linda Boff on what it takes to reinvent a 130-yr old brand

Storyboard18’s Shibani Gharat in conversation with Linda Boff, CMO, GE

GE recently unveiled new brand names for three planned future public companies – GE HealthCare, GE Vernova and GE Aerospace. Shibani Gharat spoke to the company’s CMO to know more about the refreshed identity.

Embedding your brand in the consumer’s memory

Unit case volume grew 2 percent for the quarter, primarily driven by growth in juice, value-added dairy and plantbased beverages and sparkling flavors. The growth was led by India and China.(Representational image: Monica Silva via Unsplash)

What marketing actions can enhance the probability of getting into the unconscious memory of consumers.

Dentsu Creative appoints Sumeer Mathur as chief strategy officer

Sameer Mathur, Chief Strategy Officer, Dentsu Creative

Prior to this, he was the national strategy head at Havas Creative.

From coffee to masala chai: Decoding the Indianisation of Starbucks

Sushant Dash, CEO, Tata Starbucks, says, "You need to remain true to what the brand stands for at the core. We will always be about coffee and food that goes as a supplement with coffee... You can’t compromise on that."

Sushant Dash, CEO of Tata Starbucks, shares the company’s plans on the Indianisation of offerings and expansion.

Why are next-gen ad executives not a part of Indian advertising clubs?

(Representational image via Unsplash)

Younger leaders say ad clubs in the country are not inclusive. But veterans running these organizations say the doors are always open and it’s real commitment to the cause that they seek in the next-gen.

EVolve 2022: Decoding the Indian EV consumer

India might have some catching-up to do with the rest of the world when it comes to EV adoption. But for reasons ranging from emotional to purely financial ones, the country is witnessing rapid adoption of what’s still a new technology with several impediments on the road to electrification. (Representational image via Unsplash)

When it comes to Indian consumers, utility trumps novelty. However, it’s not all number crunching and utilitarian logic, as far as the Indian EV buyer is concerned.

Mast & Meh: Kotak Mahindra, Spotify, ITC, Britannia, Maruti, Porter, Hero and more

Porter has managed to knock it out of the park with its first ad campaign.

Find out who made the cut and who got cut in this week’s Mast & Meh, Storyboard18’s weekly picks of the best and boring ads. Read on.

CWG 2022: Brands must look beyond colour and number of medals

The question we should be asking is what do the medals mean for our athletes beyond just a great sense of achievement and national pride? It means many things. But very importantly, it triggers a potential acceleration in their financial earnings which they truly deserve. (Representational image: Steven Lelham via Unsplash)

All our medal winners must find similar opportunities with brands once they come back home. The younger brands are far more open for such engagements today.

India At 75: Community brands in India and how they were built

Some brands born at the dawn of a free India grew slowly over the decades, serving specific communities in India and across the world. (Representational image: Sikandar Ali via Unsplash)

A selection of distinctly Indian brands from across the nation which have endured through the ages, fuelled by the patronage, love and loyalty of communities.