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Articles by Manisha Sain
Purpose Behind Brand Purpose: An FIY Guide - ET BrandEquity
Purpose Behind Brand Purpose: An FIY Guide. By Kawal Shoor and Manisha Sain In the monotonous echo chamber of agencies, led by a few clients and a few misgivings, a higher (brand) purpose has become the new cool. Brands now want to be seen as seers, guardian angels and agony aunts. Discrimination, injustice, plastic pollution, global warming and everything in between is fair game.
Whisper: Touch the pickle
The case study looks at how Whisper, one of India's leading brands of sanitary pads, created 'Touch The Pickle', a social movement that took on the culture of shame propagated through archaic attitudes towards menstruation that made it a taboo subject. Strategy Rajat Mendhi and Manisha Sain Brand owner: WhisperLeading agency: BBDO India Contributing agency: Madison PR, Quasar Media, MediaCom and EncompassCountry: IndiaIndustry: Toiletries and cosmeticsMedia channels: Content...
How Indian Gen Z's self-reliance and confidence help marketers
This article is part of a Spotlight series on India's Gen Z. Read more George Orwell once said, “Each generation imagines itself to be more intelligent than the one that went before it, and wiser than the one that comes after it.” While this may be the most natural human tendency, it often becomes the enemy of us truly understanding the other, holding us back from getting to a point of coaching ourselves in the inner worlds of the other.
Know thyself to know Gen Z
This article is part of a Spotlight series on India's Gen Z. Read more George Orwell once said, “Each generation imagines itself to be more intelligent than the one that went before it, and wiser than the one that comes after it.” While this may be the most natural human tendency, it often becomes the enemy of us truly understanding the other, holding us back from getting to a point of coaching ourselves in the inner worlds of the other.
The Inglorious B****rds of the boardroom
This session reveals the secret alchemy of successful C-suite relationships and equally, the causes of failings in others. Creativity & effectiveness Accountability, C-Suite relations Managing the marketing function India Strategy Discover more sessions from WARC at the Cannes Lions Festival 2024 here.... WARC subscribers can sign in to keep reading Not a subscriber?
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