Author name: Shubranshu Singh

Pravasi Bharatiya: How Bharatiya culture has helped NRIs to achieve remarkable feat on global stage

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People of Bharatiya Origin are now leading the world’s biggest multinational companies and are also playing important roles in local governance. One of the crucial facts which have helped them achieve this remarkable feat is Bharatiya Culture, which promotes harmony, adaptability and sensitivity [siteorigin_widget class=”SiteOrigin_Widget_Image_Widget”][/siteorigin_widget] Ajay Banga, Indira Nooyi, Gita Gopinath, Rishi Sunak – any …

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Tata Motors’ Shubhranshu Singh on the rise of influencers in marketing strategies

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The Vice President, Marketing, Commercial Vehicle business, Tata Motors, talks about how the landscape of influencers is impacting marketing campaigns. [siteorigin_widget class=”SiteOrigin_Widget_Image_Widget”][/siteorigin_widget] It may seem as a tool for commercialism, but the growth of the “influencer-content creator” is a revolution. What began as blogging, advisory and “aficionado commentary” is now a global, multibillion-dollar industry touching …

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Make In India: Time to promote our cultural and civilisational heritage

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[siteorigin_widget class=”SiteOrigin_Widget_Image_Widget”][/siteorigin_widget] Bharat is on the road to being a great economic, geopolitical and cultural power in the world. This has become possible through a virtuous combination of political will, economic momentum and favourable social factors. While today is better than yesterday, our tomorrow will be better still. But though there are several global Indian …

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The AI Alchemy

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AI is helping marketers anticipate consumer needs, preferences, and behaviour, reflecting its continuous evolution from theoretical concepts to tangible, transformative applications in our daily lives [siteorigin_widget class=”SiteOrigin_Widget_Image_Widget”][/siteorigin_widget] AI is not a recent phenomenon; its roots trace back to 1950, when Alan Turing introduced the Turing Test, a ground-breaking concept that challenged machines to exhibit human-like …

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How Al Ries and positioning changed marketing forever

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Brands succeed mainly by inspiring loyalty, but consumers aren’t out there thinking about brands. When they do think about it, how a brand is positioned matters in it being recognised, retrieved. Al Ries and Jack Trout immortalised the word ‘positioning’ for generations of marketers. This week’s column of Brand Matters pays tribute to the marketing …

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What business is your brand in?

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The author explains his perspective on ‘business’ as an ecosystem and ‘brand’ as a platform. In 1960, an article titled ‘Marketing Myopia’ argued that companies and entire industries often misunderstand the business they are in. With a narrow-gauge definition, ideas, innovations and ways of working, all suffer from self-imposed constraints. [siteorigin_widget class=”SiteOrigin_Widget_Image_Widget”][/siteorigin_widget] Markets, brands, business …

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Make In India: Time to promote our cultural and civilisational heritage

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[siteorigin_widget class=”SiteOrigin_Widget_Image_Widget”][/siteorigin_widget] Bharat is on the road to being a great economic, geopolitical and cultural power in the world. This has become possible through a virtuous combination of political will, economic momentum and favourable social factors. While today is better than yesterday, our tomorrow will be better still. But though there are several global Indian …

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Simply Speaking: The Algorithmic Accord – AI, youth, and the new global paradigm

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With its tech-savvy population and robust digital infrastructure, India stands at an intriguing crossroads. The nation’s commitment to digital growth, exemplified by initiatives like ‘Digital India’, has catalysed its emergence as a crucible for AI development and application. [siteorigin_widget class=”SiteOrigin_Widget_Image_Widget”][/siteorigin_widget] Generative AI, once the domain of science fiction, now sits at the fulcrum of a …

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Artificial Intelligence: Race for AI Supremacy

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[siteorigin_widget class=”SiteOrigin_Widget_Image_Widget”][/siteorigin_widget] The world has never seen a technological disruption of the scale and pervasiveness of Artificial Intelligence. Who will emerge victorious in this race for AI supremacy? The commercial prize will go to that efficient model-builder which has a core capability to produce and weld together data and takes an early lead in branding. …

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Brands are sustaining globalisation and preventing slowbalisation

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The recent age of globalisation created huge benefits but was accompanied by social costs and a widespread political backlash. The new pattern of commerce that replaces it will be no less fraught with opportunity and danger. Global power brands have played a role in being global catalysts. They strengthen world commerce and are, in turn, …

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