Preeti Chaturvedi's Blog

Preeti: Why did you choose such a difficult subject for your comeback venture? Shonali: I don’t shy away from subjects just because they are difficult or challenging. In fact, I find it challenging to find a way to tell a story that no one else is likely to tell and needs to be told. It […]

Toilet signage is such a deeply embedded part of contemporary life, writes Lynne Ciochetto, that most people are oblivious to the layers of meaning embedded in the signs themselves. As Ellen Lupton and J. Abbott Miller once pointed out, people never read the signs as saying ‘man or woman for sale’. The specific meanings ascribed […]

Justin Rabindra talks about the role of visual memory in brand building; the noise on social media and how adversiting still pays or pays off.. Do you see any synergies between your years in advertising and your current passion/profession? Yes, advertising is a very visual business and my early influence has been from the business as […]

 One campaign that has truly wedded an innovative business model with an equally impressive marketing campaign- is Tupperware’s She Can You Can. The campaign leveraged Print, PR, Social Media and Microsites to position the new powerful She Can woman- the essence of the brand. The marketing team had a very well defined idea of this […]

At a conference earlier this year, Rajdeep Endow, Managing Director of Sapient India, opined that consistently reinforcing the “story” of a brand is vital to its longevity. “The values of a brand and its image depend on the story of the brand itself. If that story remains intact, the brand can sustain itself,” he suggests. “A […]

It started with Sakina’s comment on my blog. She was working with Four Fountains Spa as a Digital Marketing Manager and wanted to offer me a complementary therapy at their spa chain….The spa freak that I am, I jumped at the offer.Later that day, after a de stress therapy which lasted for almost a couple […]

As digital marketing becomes the leading differentiation strategy for creating exceptional online experiences and enhancing those offline, the gap between the physical and virtual worlds is shrinking at full pelt! Seen from the prism of brands, the future holds promise as well as premonitions. This is the brave new world in which there can be […]

According to a McKinsey & Company report titled ‘The Great Indian Bazaar: Organized Retail Comes of Age in India’, organized retail in India is expected to increase from 5 per cent of the total market in 2008 to 14 – 18 per cent of the total retail market and reach US$ 450 billion by 2015. […]

Remember the good old days when insurance meant LIC and inevitably one of the uncles/cousins happened to be a “beema karamchari”? Even as LIC held its ground, a plethora of insurance companies swept us off our feet with their sleek advertising and customer orientation. What the heck? Even Sachin [read Tendulkar] was buying insurance. The […]

A recent article published by the Times of India on the digitization of Indian police opened up a very interesting area of analysis. The article says that “The digitization of FIRs and all complaints is just the more public face of the Crime and Criminal Tracking Network System (CCTNS), a massive modernization drive meant to […]