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What drives B2B brands to spend extravagantly on celeb endorsements?

Ranbir Kapoor and Alia Bhatt appeared in a recent steel TMT bar ad. A look at the role of celebrities in construction materials ads.

McDonald's India returns to core 'family' positioning with new ads

The three new ads by DDB Mudra will be promoted equally on TV as well as digital.

Blink or miss? Analysing the 10 minute food delivery promise

Ola Foods follows Zomato with the 10-minute delivery promise. Here’s a deep dive into the feasibility and potential of the move.

Kuch kuch hota hai, after seeing this ad

The celebrity mismatch for match making. Karan Johar promoting inter-alumni marriages? Seriously?

Divyapratap Mehta

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How much equity does the newly launched Google Pixel 6 hold in smartphone space?

Google’s market share in the smartphone and laptop space is miniscule compared to Xiaomi, Samsung, Apple. So why does it still try?

Why is Domino's 'free pizza for life' promise to Olympian Mirabai Chanu getting polarised reactions?

Why is Domino’s ‘free pizza for life’ promise to Olympian Mirabai Chanu getting polarised reactions? Share Via: Domino’s used a moment creatively, acted fast, and got noticed. Now, is it important for the brand to deliver on this promise? Who’s keeping score? On winning a silver medal in the weightlifting category at the ongoing Tokyo Olympics, Domino’s Pizza was the first brand to congratulate Mirabai Chanu on her success. The QSR giant also tweeted that she was eligible for ‘free pizza for life’. @Mirabai_chanu Congratulations on bringing the medal home! 🙌🏽🥈You brought the dreams of a billion+ Indians to life and we couldn’t be happier to treat you to FREE Domino’s pizza for life 🍕😊

Could OnePlus' integration with Oppo erode its brand value?

Could OnePlus' integration with Oppo erode its brand value?

Could OnePlus' integration with Oppo erode its brand value? Share Via: OnePlus founder Pete Lau announced the brand's partial integration with Oppo earlier this month. A look at the impact on its brand value. Earlier this month, OnePlus founder Pete Lau announced that the brand would be integrating some aspects of its business with bigger BBK Electronics sibling OPPO. Lau mentioned that the move would help OnePlus streamline its operations while taking advantage of OPPO’s resources. Now, unlike OPPO, OnePlus was positioned as a premium offering, an android equivalent of Apple’s iPhone. Like iPhone, OnePlus also offered a distinct product and brand experience, but at an accessible price point. This was being driven and supported by a strong global community of fans.

Has Fortune cooking oil set a new precedent in the brand versus troll tussle?

Share Via: The Valentine’ s Day ad by Fortune with Sourav Ganguly talking about heart health flipped the narrative in favour of the brand. Despite the precautionary layers of checks and approvals, a brand can land itself in a (troll)soup on social media for literally no fault of its own. But what really matters is how it emerges from the muck, unscathed or with as little damage as possible. Even better, if the brand manages to turn the tables to its own advantage. A recent (but rare) example is that of Fortune, the cooking oil brand from Adani Wilmar.