Page 4 - Abhilasha Ojha

A nose for marketing

Research has established that with a suitably chosen fragrance marketers can actually improve the possibility of making a sale. Though late, Indian marketers have woken up to its potential

Licence to grow

Brand licensing in India takes off as marketers begin to invest in developing indigenous properties

Pioneers are heroes with arrows in the back: Vijay K Thadani

Interview with chief executive officer, NIIT

Back in the race

Renault, Panasonic and Haier have managed to bounce back after a series of crucial mistakes. Here's what they learnt from their early set-backs

Leaders have to make way for other leaders: Vineet Nayar

Interview with vice-chairman & managing director, HCL Technologies

Big ideas, low cost

Clever improvisation has helped GE and Philips keep the prices of some their most innovative offerings in recent years lower than you would have imagined

The mobile phone will soon emerge as a key advertising tool: Srikant Sastri

Interview with, Country Chair, VivaKi

The campaign was a tribute to people whose sacrifices often go unnoticed

Union Bank of India's previous brand campaign had launched the idea, Your dreams are not yours alone

Back to the streets

Digitally restored 25 years after it was made, Salaam Bombay! is a poignant reminder of the time gone by

A new engagement tool

Prasoon on song

The adman and popular poet-lyricist takes you inside the creative process of some of his greatest songs

There is a revolution happening in marketing now: Patrice Bula

Interview with, Executive vice-president, Nestlé SA

"We made people laugh at the time of recession"

Like that only!

Things that make marketing in India different

Leveraging China

Micromax build a successful brand by harnessing the advantages China offered. Now it is time to change the script

Service, selection and price are the three pillars: Sachin Bansal

Interview with CEO, Flipkart

The campaign shows hard work always pays off

My best campaign: Shriram Transport Finance Corporation

To be a leader, you have to be ready to support failure: K. Ramakrishnan

Interview with President-marketing, Cafe Coffee Day

Measuring training effectiveness

To make training successful, the objectives must be clearly understood at the outset and regularly matched with the larger organisational goals

Brands like Samsung and Apple inspire me: Ajay Bijli

Q&A with CMD, PVR Limited