Month: January 2023

Work Culture: How Kochi-based indie agency Maitri takes care of employees

Francis Thomas, who is the group creative head at Maitri, took to social media to talk about what it is like to live and work in a city like Kochi. Thomas also talks about how Maitri as an agency goes out of its way to take care of employees and keep them together like a family. (Representative Image: Clay Banks via Unsplash)

The Internet is loving Kochi-based Maitri’s approach to work culture, work-life balance and more after its group creative head Francis Thomas spotlighted it on social media.

Media Mavens: GroupM’s Priti Murthy says boardrooms are no longer about men vs women, it is about diversity and inclusivity

"The best way to pave the way for future leaders is by allowing them to grow and not stall them at any point," says Priti Murthy

Priti Murthy, President, GroupM Nexus talks about the importance of addressing the gender gap in the workplace, upgrading skills and the evolving role of agencies.

Cleartrip CMO Kunal Dubey: Metaverse can inspire travel but cannot replace it

The campaign targets individuals with a strong intent to travel. In recent months, the number of people searching for flights and hotels on Google has seen a significant increase for both domestic and international travel. The campaign offers customers discounts on flights and hotels, as well as products such as no-cost EMI and free refunds on medical grounds to make travel more stress-free.

Cleartrip’s CMO Kunal Dubey shares the genesis of the ‘Invest in travel’ campaign, key travel trends and thoughts on Metaverse travel.

Maruti’s Shashank Srivastava on why Indians no longer need to kick tyres or smell leather to buy cars

Shashank Srivastava, the marketing maven who is an avid reader of books on science and especially quantum physics, has been a strong proponent for constant learning and adapting with the times.

Shashank Srivastava of Maruti Suzuki sheds light on the brand’s marketing playbook and upgrading its legacy brand positioning.

BCCI – Women’s IPL: Viacom18 grabbed media rights of Women’s IPL, deal valued at Rs 951cr for 5 years

Viacom18's media rights include three categories - linear (TV), digital and combined (TV and digital) - and were sold globally, including India. (Representative Image: Ash Seddon via Unsplash)

Jay Shah, the Secretary of BCCI, announced Viacom18’s winning bid with each match valued at Rs 7.09 crore for the 2023-27 period.

Simply Speaking: Make the new familiar and the familiar new

Marketers must ‘make the new familiar and the familiar new’ But, how to do this in a deep, impactful and self-sustaining manner ? Use of a Metaphorical sensibility is one proven way. The use of Metaphor aids relatability and mental placement. The automobile, for instance, was initially described as "a horseless carriage”, the motorcycle as a “bicycle with a motor." The snowboard was simply "a skateboard for the snow." (Representational image: jianxiang via Unsplash)

It takes a brave company to take the long view, as few radically new products are an instant success. People appreciate innovations in hindsight.

Why do brands like CRED and Zomato not have a CMO?

The future-ready marketers are the ones who understand the importance of collaboration and identifying the right skills that they need to master and reset themselves time and again, based on a solid foundation of marketing fundamentals. (Representational Image: Amirhossein Hasani via Unsplash)

Startups have created decentralised systems to build brands and run marketing. The first casualty of the new system is the CMO role.