cultural relevance
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Pepsi moments don’t wait—and neither do we: Cathy Graham Kidd
With ‘Anytime is Pepsi Time,’ Pepsi’s senior brand director unpacks the brand’s global playbook, cultural agility, and the art of real-time marketing.
Valentine's Day campaigns bring love, laughter, and the unexpected
From quirky disruptions to nostalgic mixtapes, brands in India celebrate Valentine’s Day 2025 with playful, daring, and endearing campaigns.
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Building brands: Bold, thoughtful, and unapologetically authentic
Stratedgy's co-founder takes an overview of how various top brands in India went beyond the ordinary this year, combining elements of culture, innovation, and customer connections.
Virtual influencers: The future of brand storytelling in India?
SOUNDING BOARD: As virtual influencers made their presence felt throughout 2024, Campaign probes how their use in brand campaigns is sparking a debate on authenticity and trustworthiness.
Five insider tips to make your festive campaigns shine
Creating memorable festive season campaigns is all about innovatively weaving the values of authenticity and empathy into the narrative, says the business head for north and east at Brand Street Integrated.
Meme mechanics for marketing mastery
As a modern social media tool, memes offer brands a perfect opportunity to connect with consumers and create lasting impressions online, says the assistant professor for marketing at New Delhi's International Management Institute.
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