Before I was writing research reports about the future of beauty marketing, I spent several years writing about advertising, brands, media and business in what feels like an exciting past life!
I first joined Financial Express as a trainee reporter and later returned to the paper, working with its BrandWagon team. Looking back, there’s a surprisingly substantial body of work in the archives: reporting extensively on one of the biggest campaigns in India, Vodafone Zoozoos; the changing Indian luxury market (clearly, the proof is in the pudding now); and many, many conversations with some of the biggest names in advertising, PR and media at the time.
A few pieces:
In 2011, I wrote a deep-dive on Vodafone’s now-iconic Zoozoos, looking at how the campaign came about, how the characters were created, the production behind the films and the campaign’s impact on Vodafone’s brand: A New Odyssey — Financial Express
I also followed the story for The Indian Express as the Zoozoos went global: Zoozoos Go Global — The Indian Express (behind a paywall)
A glimpse of a fun feature I did on adlander’s second professions.
I reported on the rapidly evolving luxury market in India at a time when international brands were still figuring out how Indian consumers differed from their counterparts elsewhere: A Luxe Life — Financial Express
A substantial part of my work involved interviewing senior figures from advertising, marketing and PR — often about where the industry was headed.
Ad agencies are not doing better PR work — Glenn Osaki, president of MSL Group Asia, MSL Group Asia (2012)
We need to move beyond traditional marketing vehicles — Howard Draft, executive chairman, Draftfcb (2012)
The lifeblood of brands is the next big idea
I also reported on subjects including lobbying, television, news media, and the changing business landscape.
Business of Lobbying — The Indian Express (This report was also quoted in The Frontline) (2019)
The Breaking News Conundrum (on English news channels) — Financial Express (2015)
Just a peep into an extensive feature on the presence of fake brands in rural India:
People now recognise Star Plus as a brand – An interview with Sanjay Gupta, chief operating officer, Star India (2011)
A feature on Uday Shankar (then CEO of Star network) in Indian Express’ weekend Eye Magazine below:
And a few other things
The Point of Sale (on retail marketing) — Financial Express (2012)
I’ve also had a long-running interest in documenting emerging creative talent, something that has resurfaced much more recently through projects like Young & Restless for Campaign India. Here’s one of the early ones: Four Young Creatives — Financial Express (2011)
Most of my work in FE is here.
Work Portfolio 