Blog
The Museum: Emerging narratives in contemporary India

In the 20 years after liberalization, we are noticing an emerging trend in the establishment of history museums throughout India. Here, we will discuss our observations, explorations, and understanding of both, the contemporary context of India and our specific negotiation of this context in the making of history museums. Postcolonial India, as with every other colony in the 40s and 50s, embarked on a journey of self-discovery. New identities were forged, […]

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What Role Can Brands Play In The Lives of their Consumers?

We, marketers, are consumers too. So, we can appreciate just how much consumers are bombarded with brands, every minute of every day. It seems that everything around them was created by a brand. All of the products and services that they avail were made possible by brands. Even the device that you’re reading this article on is branded! But there are always some brands that we hold dearer than others. […]

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The Copy-Cat Chronicles – 5 Brands That Chose to Follow and Fail

“It is better to fail in originality than to succeed in imitation.” Herman Melville Commercial businesses implement competitive benchmarking exercises in a bid to measure business performance vis-à-vis market competitors. This practice usually defines a set of metrics as the evaluation criterion and seeks to make comparisons. Brands are also sometimes fond of referring to competitive strategy that has proven successful. The danger is when this goes beyond benchmarking and […]

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The business of Entropy

Are you angry? In fact, do you remember when you were last, not angry? Doesn’t it seem like everywhere you look there is evidence of the very things that outrage you? The news is full of shouting heads and social media has so many people sharing so many articles that confirm all your worst suspicions –whatever those suspicions may be. It only serves to add to the Entropy- the chaos […]

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Hello 2018!

Where do we report a missing month or two? 2017 seems to have been shorter than one would expect, right? Did it feel like the year just whizzed past? Did you get a chance to execute all that you had planned for your brand when the year started? Or did you get sidetracked? If you’re like most brands (and brand managers) then it’s likely you’re nodding along. But is it […]

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‘Tis The Season To Be Marketing

Take a look at your social media feeds. Did you notice that Christmas Trees are in full bloom, albeit made of steel and synthetic ferns? This is the time of the year when that full-bearded guy, dressed in red and sporting a gigantic smile is not Baba Ramdev but Santa Claus. But is the Christmas cheer real? Or is it as fake as the stockings lined with cotton wool bought from […]

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Seasonal Tastes – It’s Winter But Not As We Know It!

Have you seen the latest Fall ‘17 Collection from that international fashion brand? What about that new Winter-special selection? When you think of winter in India do you think of snowmen and sled runs or mustard oil to apply and Saag and Roti to eat? Winter in the USA is a very different feel from winter in UP. In most places in India, Fall is an accident that happens not […]

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Attn: Marketers & Brand Custodians

You’ve only got finite energy. And what you accomplish with it depends on where you channelize it. Spend it only on battling Entropy- the ever-increasing chaos, disturbance, and uncertainty in life, and it only saps you of time, money, and resources. Use it to create experiences of enduring value, and you flourish. The same is true of Brands as well. Just like people, Brands are engulfed by tremendous Entropy, which according to […]

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We’re On the Run – And We Love It!

Pune is on the move, literally as well as figuratively. Early morning, late evening, and for the more battle-hardened Punekar, even afternoons are all great times to hit the streets. Pune has voted with its feet and the winner of the fitness race is- drumroll please- Running! Punekars are more conscious of their fitness than ever before. Across all ages, genders, demographics, and economic persuasions, running is their chosen way […]

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