Ramanujam Sridhar

Founder CEO of brand and PR consultancy, brand-comm. An alumnus of IIM-B, he runs an online brand management programme for business schools.

Dream11 did celebrity-led ads differently this IPL

The commercials are endearing because of how thematically relateable they are

Is it back to the Future for Biyani?

Kishore Biyani built a unique retail empire, but the group spread itself too thin with a multitude of formats

What does the new ‘Vi’ mean for ‘you’ and ‘me’

Instead of heavy advertising, the merger must focus on consumer experience, and fixing patchy network

The impatient mind of a start-up

The ‘upstarts’ are passionate, bursting with ideas, and always seeking mentorship

Brands must hang in there and ride out the pandemic

And they must hang on to their customers, continue to engage with them and delight them

Do you have a treasure in your archives?

Every agency has a winning ad from the not-too-distant past, and now may be the time to revive it

Truly successful brands think long-term

Consistent in their messaging, they stay relevant by steadily, unobtrusively doing things right

Communication in the time of coronavirus

Now, perhaps more than ever, a sharper definition of your target audience is needed

Companies, this is how you can deal with economic slowdown

Anyone can succeed in good times but one needs grit and determination to forge ahead in bad times

Using a celebrity to sell your product? You must be kidding!

Rushing into a celebrity endorsement without doing proper homework smacks of a lazy strategy
A screenshot from the Hindi film Jo Jeeta Wohi Sikander

Product placement, a subtle marketing strategy

A brand can ride on a film’s popularity without paying the costs such endorsement would entail
Many of us are apathetic to social issues. Communication, however, can play a big role in making us aware. But it has to be interesting and grab our attention | iStock/pixelfusion3d BL on Campus

Make it interesting!

If you want viewers to snap out of their apathy and care, make the communication different