The boom has come and gone. And it’s not that the demand has trickled down. Still, developers are grappling with a large unsold inventory. Many theories blame the surge in costs, taking most projects out-of-bounds for the average buyer. Yet, a look at the unsold inventory shows almost an equal amount of low-range, mid-range and […]
Continue reading →What happens when a customer types “your brand” followed by “review” on Google? Unfortunately for a lot of brands, the negative reviews show up first. This can be extremely costly. You might try reaching out to the bad reviewers, will little to no effect, considering a lot of these are bogus reviews by competitors. Or you […]
Continue reading →Insight, Insight, Insight. What? Are we still talking about advertisements? Yes, we are. The word might be a misnomer, considering the field, for the philosophers around the world, but it is this. Insight. The long and short of it. You can compare it with that miniscule flash of revelation that you grapple with while trying […]
Continue reading →How Writers Work So I read somewhere, Creative without strategy is art. Creative with strategy is advertisement. Can it be more apt? Not. I was (am) a writer who chose to be a copywriter. Now, how does that work? An artist usually does not have a process. Or you can say that the process is […]
Continue reading →First things first. Theres no denying the reach power of a publication behemoth such as the TOI. It’s still one of the best go-to sources for a consumer. The same way a realty exhibition is also a good source. The same way a billboard campaign makes sense sometimes. The same way 20-second spots on the radio […]
Continue reading →Nobody needs advertising. Woe betides the brands whose managers place sole responsibility on advertising agencies to build sales. Pick up a newspaper. Retail and real-estate brands clamour for attention with full-page spreads cluttered with discounts and offers. Why is advertising today aimed at short-term profits? It never builds a brand, and never brings in long-term, […]
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