Marketers need to appreciate the potential of brand-driven event properties

Riding the event bike

Business Standard

MG Parameswaran

As the New Year approaches and clients and their agencies gear up to assess their creative output in the year that was and plan for future, let me ask a simple question. Has the joy gone out of advertising? Has the spontaneity all but disappeared? When was the last time an agency went into a client meeting, presented a script and walked out to meet with potential directors? Well, it still happens, but chances are that more often than not, several additional stages intervene. No, I am not talking about the client's super boss or his global boss or his ultimate boss, his wife.With the growth of marketing research culture, clients across industries are sacrificing their own gut instinct at the altar of pre-test research. The research culture is also encouraged by CEOs who ask their CMOs, "Did you research the campaign?" The film script that is loved by all in the room is often put through the wringer called pre-test. It sometimes comes out unscathed, but very often it comes out badly brui

Do not let research take out the joy of great advertising: MG Parameswaran

The influx of high quality MBAs brought about a seismic change in the advertising agency business in India in 1970s

40 years ago... And now: Shifting sands of time

I joined advertising in 1979 and my first exposure to the legend called Bal Mundkur was a quick visit to his wonderful home, a recce for the famous Bombay Dyeing film (I had been seconded by my first employer Rediffusion to work for a week with film maker Prahlad Kakar who was making the film for Ulka). I met Bal the man for the first time at his office in 1989. I was to be interviewed by him for a position to head Ulka South.

Bal Mundkur: The legend

New Delhi [India], December 14: In a world where innovation and ambition drive progress, startups have become the epicenter of transformative ideas and groundbreaking solutions. These ventures are more than just businesses--they are catalysts of change, redefining industries and challenging the status quo. At the heart of this revolution lies real talent: visionary entrepreneurs, skilled professionals, and daring disruptors who dare to dream big and execute even bigger. In 2025, a new generation of rising stars in the startup world is making waves, harnessing creativity and resilience to build ventures that are not only thriving but also reshaping the global landscape. Join us as we uncover their inspiring journeys and explore what sets them apart as the frontrunners poised to shine in the year ahead!

Meet The Rising Stars in The Startup World Making Waves in 2025

New Delhi [India], December 14: MaitriBodh Parivaar, a socio-spiritual organization devoted to uplifting human consciousness and fostering unity, announces "Ek Bharat, Hum Bharat Padyatra". This monumental event will take place across three cities, Delhi, Mumbai, and Amritsar, on 15 December 2024. The padyatras will bring together over 1500 attendees in each city, symbolizing a unified effort to revive India's spirit of love, harmony, and togetherness.

MaitriBodh Parivaar to Host \"Ek Bharat, Hum Bharat Padyatra\", Seeks to Revive India\'s Spirit of Unity and Togetherness

New Delhi [India], December 14: Supported by the Ministry of Tourism, Government of India, BOTT is delighted to announce the BOTT Knowledge Conclave: Tourism@2025, a premier thought-leadership event, scheduled on December 18, 2024 at Bharat Mandapam, New Delhi. The conclave is aimed at unlocking the immense potential of the global travel industry with a focus on India Tourism. It will bring together leading voices in tourism to discuss opportunities, challenges, and innovations shaping the future of both inbound and outbound travel.

BOTT Knowledge Conclave: Tourism@2025 - Charting the Future of Tourism

Mumbai (Maharashtra) [India], December 14: Bisleri International, India's leading packaged drinking water player today unveiled its latest Bisleri #DRINKITUP sports campaign featuring Bollywood star Shahid Kapoor alongside prominent football franchises. The campaign emphasizes the importance of hydration in sports while encouraging audience to embrace the excitement of football.

Bisleri Unviels New #DRINKITUP Sports Campaign Featuring Shahid Kapoor and Football Stars

Mumbai (Maharashtra) [India], December 14: Nureca Limited, a leading innovator in home healthcare and wellness products, proudly announces its certification as a Great Place to Work. This globally recognized honour reflects Nureca's dedication to fostering an empowering, inclusive, and collaborative work environment.

Nureca Limited Certified as a Great Place to Work

Constitution debate 2024 LIVE updates: Stay with us for all the news updates from the ongoing Lok Sabha session

Modi, Narendra Modi

The Reserve Bank of India (RBI) has enhanced the collateral-free loan limit for farmers from Rs 1.6 lakh to Rs 2 lakh, effective January 1, 2025, a move aimed at supporting small and marginal farmers amid rising input costs.
The new directive instructs banks nationwide to waive collateral and margin requirements for agricultural and allied activity loans up to Rs 2 lakh per borrower.
According to the agriculture ministry, the decision comes in response to the rising input costs and the need to improve credit accessibility for farmers. "This measure will significantly benefit over 86 per cent of farmers who are small and marginal landholders," the statement said.
Banks have been instructed to implement the guidelines swiftly and ensure widespread awareness about the new loan provisions.
The move is expected to facilitate easier access to Kisan Credit Card (KCC) loans and complement the government's Modified Interest Subvention Scheme, which offers loans up to Rs 3 lakh at a 4 per ce

RBI, Reserve Bank of India

The 26-year-old Indian American had accused OpenAI of using copyrighted content to train its AI models. Details

Suchir Balaji

Paracetamol, a common over-the-counter medication, may increase the risk of gastrointestinal, heart- and kidney-related complications among adults aged 65 and above, a new study has found.
Taken commonly for treating mild-to-moderate fever, paracetamol is also the first drug recommended for treating osteoarthritis -- a chronic condition causing pain, stiffness and swelling in the joints due to wear-and-tear -- as it is considered effective, relatively safe and accessible.
However, some studies have provided evidence to contest the effectiveness of paracetamol in relieving pain while others have shown increased risks of gastrointestinal side effects, such as ulcers and bleeding, from prolonged use.
The latest study, conducted by researchers from the University of Nottingham, UK, found that paracetamol use was linked to a 24 per cent and 36 per cent increase in risk of peptic ulcer bleeding (bleeding due to ulcer in the digestive tract) and lower gastrointestinal bleeding, ...

paracetamol, pharma, drugs, medicine, health

After spending the night in a local prison after being arrested in connection with the death of a woman in a stampede during the
premiere of his latest film, , actor Allu Arjun walked out of jail on Saturday following an interim bail granted by the Telangana High Court.
Arjun had to spend Friday night in prison despite the HC relief, as the authorities had not received a copy of the bail order until late last night.
"He has been released," Ashok Reddy, his counsel, told reporters at the Chanchalguda prison.
Reddy claimed the prison authorities did not release the actor despite having got the High Court order copy.
"You should question the government and the department why they have not released the accused. The High Court order is very specific. Forthwith, the moment you (prison authorities) receive the order, ( they should) release him. Despite the clear order, they have not released, they have to answer. This is an illegal detention. We will take legal steps, Reddy said.
Accord

Allu Arjun

FBI Director Christopher Wray said Wednesday he plans to resign at the end of President Joe Biden's term in January, an announcement that came a week and a half after President-elect Donald Trump announced his intention to nominate loyalist Kash Patel for the job.
At a town hall meeting with the bureau workforce, Wray said he would be stepping down after weeks of careful thought.
Wray's intended resignation is not unexpected considering that Trump had picked Patel for the role in his new administration.
Wray had previously been named by Trump and began the 10-year term  a length meant to insulate the agency from the political influence of changing administrations  in 2017, after Trump fired then-FBI Director James Comey.
Trump had telegraphed his anger with Wray on multiple occasions, including after Wray's congressional testimony in September. But the soft-spoken director rarely seemed to go out of his way to publicly confront the White House.

Christopher Wray, FBI director, US

Company plans to use the funding to expand its operations, hire talent, and for brand building

Startup funding

Here is the best of Business Standard's opinion pieces for today

Policy

Goa Chief Minister Pramod Sawant on Wednesday said he has started the process of filing a defamation case against AAP leaders in Delhi and Goa for naming him and his wife in the alleged cash-for-jobs scam.
Sawant said Opposition parties, especially the Aam Aadmi Party, are naming him and his wife in the scam without any reason and proof while the state police are conducting a transparent investigation.
"I have started the process of filing a defamation case against AAP leaders in Delhi and Goa. My wife will file another defamation case against them," Sawant told reporters at Goa Airport.
Many aspirants had lodged complaints across Goa alleging they were forced to pay lakhs to some persons who promised to facilitate jobs in the state government.
"I initiated action against the accused involved in the cash-for-jobs scam. The government has given a free hand to police for free-and-fair investigation in the matter," Sawant said.
He accused the Opposition of dragging him and his family

Pramod Sawant, Pramod, Sawant, Goa CM

Stock Market Today: The best trading strategy at this juncture is to book profits on the rise in Nifty IT index and wait for the index to retrace towards its support levels

The average daily trading volume (ADTV) for the futures and options segment climbed to a new record high of Rs 537 trillion in September, rising 7.2 per cent on a month-on-month basis. The ADTV for the cash segment, however, fell nearly 4 per cent to

The new system will introduce dedicated PF withdrawal cards, functioning like regular bank ATM cards

ATM, Money, Transaction

Commerce and Industry Minister Piyush Goyal on Thursday expressed confidence that India's economic growth by end of this fiscal will be back on track despite global uncertainties.
He said that this year also India will be the world's fastest growing economy.
"We had an election in the first quarter and during the election, obviously policy making and decisions on next steps of growth or infrastructure spending does slow down and there is a lag effect.
"But from what the initial numbers for this quarter, the third quarter show, the festive spending, the rebound in rural growth, the way banks are now seeing traction back again, the way infrastructure spending has come back on track, I think by the time we close the year in March, we will be back on track," Goyal said at Times Network's India Economic Conclave here.
The minister was replying to a question whether the 5.4 per cent GDP growth in the July-September quarter of this fiscal worries him.
The latest government data showed ..

Piyush Goyal

Places of Worship Act case: Supreme Court has given the central government four weeks to file its reply to the various pleas

Supreme Court, SC

A Bangladesh delegation is likely to attend the Vijay Diwas celebrations in Kolkata on December 16, which marks the Indian Armed Forces' historic victory over Pakistan in the 1971 war, Defence sources said on Thursday.
'Mukti Jodhas' may also take part in the celebrations, they said.
A Bangladesh delegation, comprising 'Mukti Jodhas', who were part of the guerrilla resistance force in East Pakistan opposing the Pakistan rule there, and serving officers of the Bangladesh Armed Forces, attend the Vijay Diwas celebrations held by the Indian Army's Eastern Command every year in Kolkata.
The Defence sources, while saying that a Bangladesh delegation is likely to attend the celebrations on December 16, however, did not give details of the size of the delegation.
The Army's eastern Command, which is headquartered at Fort William here, will hold a series of programmes on Vijay Diwas to mark the historic victory of the Indian Armed Forces in the 1971 war against Pakistan, a senior ...

Prime Minister Narendra Modi in Drass to take part in an event on the 25th anniversary of  Kargil Vijay Diwas	Photo: PTI

In the past two occasions, Britannia share price more-than-doubled after the stock tested its super trend line support on the monthly scale. Will history repeat itself? Chart check here

MG Parameswaran

MG Parameswaran

Mg Parameswaran

Riding the event bike

Do not let research take out the joy of great advertising: MG Parameswaran

40 years ago... And now: Shifting sands of time

Bal Mundkur: The legend

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Meet The Rising Stars in The Startup World Making Waves in 2025

MaitriBodh Parivaar to Host "Ek Bharat, Hum Bharat Padyatra", Seeks to Revive India's Spirit of Unity and Togetherness

BOTT Knowledge Conclave: Tourism@2025 - Charting the Future of Tourism

Bisleri Unviels New #DRINKITUP Sports Campaign Featuring Shahid Kapoor and Football Stars

Nureca Limited Certified as a Great Place to Work

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RBI raises collateral-free agricultural loan limit to Rs 2L to aid farmers

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New study links paracetamol to several side effects among senior citizens

'Am a law-abiding citizen, will cooperate': Allu Arjun walks out from jail