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Articles by Kunal Jeswani
'The challenge of marketing to the anxious consumer' - blogs by Kunal Jeswani | ET BrandEquity
The author writes the 5 dominant human responses to uncertainty, the data uncovers, are (1) Trying to regain control; (2) Seeking comfort in the familiar; (3) Going back to basics (okay, perhaps a little more than just basics); (4) Turning to self-sufficiency; (5) Using technology as a lifeline (not a distraction)...
'The challenge of marketing to the anxious consumer': Kunal Jeswani - ET BrandEquity
In times of uncertainty, consumers instinctively pull back on indulgent purchases and gravitate towards value purchases. In times of uncertainty, consumers instinctively pull back on indulgent purchases and gravitate towards value purchases. By Kunal Jeswani Most marketers, media networks and agencies struggling through the COVID-19 induced slump in consumer demand have their sights fixed on the coming festive season.
Every campaign by Benetton India is followed by a sentiment analysis: Sundeep Chugh
In August 2018, chlorophyll entered its 20th year, having created and redefined over 200 brands over the 19 years of its existence.
Stand out in those crowded inboxes this Diwali: Nikhil Arora, GoDaddy India
I was among the audience last week at the exchange4media Media Ace awards where industry stalwarts discussed the above topic, 'Strategy versus pricing: What is the future of the media pitches?' The conversations moved from creating rules of engagement to self-regulations to mocking the procurement teams at the clients’ end to even calling out names of clients on the basis of disagreements in the quantum of discounts being demanded versus offered.
Content viewership becoming individual-centric: Divya Radhakrishnan, Helios Media
Being raised in a traditional Tam-Brahm family, it would have been predictable for me to grab the opportunity of a coveted bank job close to home, But I chose to change two trains followed by a bus journey all the way to Colaba for my baby steps into the world of advertising. Add to that not getting into usual client-servicing but media in an era where media department meant sending release orders.
The Adventures of an Unsuspecting Entrepreneur: Kiran Khalap, chlorophyll
I was among the audience last week at the exchange4media Media Ace awards where industry stalwarts discussed the above topic, 'Strategy versus pricing: What is the future of the media pitches?' The conversations moved from creating rules of engagement to self-regulations to mocking the procurement teams at the clients’ end to even calling out names of clients on the basis of disagreements in the quantum of discounts being demanded versus offered.
Anger is always a choice: Kunal Jeswani, Ogilvy
Guest Column: You cannot achieve anything on your own, you are dependent on many other people being fantastic at their jobs, says Chief Executive of Ogilvy India No matter how old you are, no matter what organisation you work for, no matter how sh** or how fantastic your colleagues, bosses, clients or partners are; in the course of your working days you find yourself feeling, thinking and emotionally responding to this defining idea: I am better than everyone around me.
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