Celebrity endorsement deals will be under more scrutiny

Apart from celebrities embracing and discarding brands frequently, you might also see them becoming more responsive to consumer concerns about the brands they endorse, notes Alokananda Chakraborty.......

The mistakes that proved costly for Nokia, Infosys

Both Nokia and Infosys are making eager attempts to tackle several issues head on; their experiences have serious lessons for decision makers in many other industries, says Devina Joshi. Author and......

Brands outsource ideation to India for their global campaigns

For the last few years, Italian confectionery major Perfetti van Melle has been adapting its Indian campaigns for brands like Alpenliebe and Big Babol for the European market. Pond’s and......