Tag: Kashmeera Sambamurthy

Home Credit India’s Ashish Tiwari: As a marketer, you need to be able to celebrate consumers’ lives and achievements

Ashish Tiwari says, "The entire category of finance is based on trust. Trust and transparency is the code of the category. What is necessary is how a brand communicates the right message to the consumers at the right time which is easier to comprehend." (Image source: LinkedIn)

Ashish Tiwari, chief marketing officer of Home Credit India on the supremacy of trust in building BFSI brands, marketing trends, Web3, finfluencers and more.

The rise of South Indian Cinema: How Southern movies are going national

An important factor contributing to the rise in its viewership is the way films are being marketed. For instance, KGF’s lead actor Yash travelled to different parts of India to promote the film. To further build the hype, he also engaged with bloggers and YouTubers. This was something the northern belt saw only happening for Bollywood films. Similarly, item numbers from these films also reached out to a much wider audience than ever before. Oo Antava Mawa from Pushpa, for instance enjoyed equal popularity among fans who loved and praised Arijit Singh’s Kesariya number from Brahmastra.

South Indian films now contribute more to overall box office collections than Bollywood offerings.

Throwback: The making of Campa-Cola’s maiden television ad

Kailash Surendranath recalls that in those days, models were seen as stars and advertising was considered as an aspirational profession. After much research and auditioning, Aarti Gupta and Ayesha Durt, Vanessa Vaz, Shiraz Merchant, Sunil Nischol and Salman Khan came on board. (Stills from the ad)

Storyboard18 explains how Salman Khan got his first ad break, why Kailash Surendranath had to dive in the Andamans to shoot the commercial and more. Read on for all the details.

Brand mascots and ambassadors in the digital age

In digital as well as offline media, there is a huge amount of clutter due to the presence of numerous brands. A mascot helps differentiate. It may represent a group, a thought, or a product. It infuses life into a brand.

While both can bring value to a brand, having them together in the same creative may confuse the audience, say experts.