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Shikha Abrol

The author is Correspondent with BW Businessworld

Latest Articles By Shikha Abrol

Brand Management: Art, science and a whole lot of strategy

Creating love for a brand is a mix of art, science and strategy and it can happen only after understanding what is unique about the brand and then constantly observing how consumers think and feel about it. Consistently delivering the brand promise and experience is key to staying in the race, because to win the race you have to be part of it, you can never get exhausted and stop for a breather.

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Arun Malhotra, MD, Nissan: We have innovation at the heart of our experiential strategy

The automotive sector is moving away from the traditional channels and is using experiential marketing to create the ultimate customer experience. In fact, the creativity of some brands is significantly impressive. Nissan has been once such brand which has re-defined their consumer engagement with innovative experiential marketing campaigns. In an exclusive conversation with BW Applause, Arun Malhotra, Managing Director, Nissan Motor India shares more about their experiential marketing strategies and initiatives:

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IDBI Federal Life Insurance Mumbai Half Marathon 2016 flagged off by Sachin Tendulkar

Over 15,000 passionate participants took to the streets of Mumbai today, participating in the inaugural edition of the IDBI Federal Life Insurance Mumbai Half Marathon 2016, on 21st August. Taking to the starting line at 5:45am, Half Marathoners (21k) set off along the historic route, soaking in the delightful old world colonial charm of SoBo. The 10k run flagged off at 6:30 am, followed by the crowd favorite, the 5k Heritage Run at 8:45 am.

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Igniting customer connections – Return on Engagement

A knowledge on how the customers engage and interact with your brand across all channels gives the brands a clearer picture of evolving behavioral pathways that your consumer is creating. It is very important to measure these pathways as it helps the brand to improve the quality of the interactions with the customers. Marketers used to only look for quantitative measures for determining the success rate of marketing initiative.

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Vibgyor Manages Ricoh Exhibition @ Print Expo 2016

Ricoh India Ltd, a market leader in Printing & Document solutions and IT services showcased its premium range of production printers at the recently concluded Print Expo 2016 at the Chennai Trade Centre from 12th – 14th August 2016. Print Expo is the regions’ largest and most successful exhibition on pre-press, printing, print finishing, converting and signage.

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HT City Connaught Place Restaurant Festival 2016 - From 9th September till 30th September, 2016.

Benefic Media & Entertainment Pvt. Ltd is a marketing solutions company and is working at various levels for the betterment of Connaught Place as a Shopping District. Benefic Media worked closely with NDTA & NDMC to re-launch Connaught Place after it was refurbished and renovated, and handed over to the traders in October 2013. Benefic media helped create lots of buzz, for the Connaught Place re- launch, through 360 degree media amplification in December 2013, during which, it also organised the Hindustan Times CP Shopping Festival 2013 for the New Delhi Traders Association (NDTA).

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Expert tips from Filmmaster Events for planning a hitch-free event

Unconventional thinking always sets an event apart. The top agencies of the world always try to do better from their last event. They have an urge of doing more all the time. ICWF 2016 had a representation of Filmmaster Events which has a 40 year old legacy in the industry. Mr. Abbas Roshan, Managing Director, Geometry Global Encompass Network in conversation with Carla Marques, Director of Marketing and Development at Filmmaster Events and Anna Montorsi, Senior Project Leader at Filmmaster Events in the session, ‘The Big Bang Events’ discuss on planning of events and what factors can set you apart:

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Jewels of SBI Life’s honoured with befitting ceremony organised by engage4more

engage4more organised a unique extravaganza in Thailand– Jewels Of The Crown, for the 850 top-performing certified insurance agents of SBI Life Insurance. This is the first time that these high performers from all 14 sales circle regions of SBI Life Insurance’s operations were honoured together in a single ceremony especially at an off shore location, making it quite an esteemed one for SBI Life and all involved.

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“Every day we make it, we’ll make it the best we can” - Vineet Agrawal, Head of Marketing, Indian Subcontinent and Maldives, Brown-Forman Worldwide

In 1866, exactly 150 years ago, Jasper “Jack” Daniel had the foresight to place his distillery at a source of iron-free water flowing from a cave spring in Lynchburg, Tennessee. Today, the quiet town in Tennessee still produces every single drop of the world’s Jack Daniel’s, proof that mastering a craft with a focus on quality can propel a brand beyond borders and cultures. The year 2016 truly marks a landmark year for Jack Daniel’s as the distillery celebrates its 150th anniversary and as part of the celebrations, Jack Daniel’s is looking forward to delighting its fans all over the world in some very special ways.

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“Each wedding tells a unique story and we are here to help you tell yours” - Ankita Chugh, Director, Ankita Chugh Weddings

Being in the business of transforming fantasy and dreams into beautiful experiences, Ankita Chugh Weddings are known as a dream team that knits magic into events, making them an unforgettable affair. With a strong belief in an amalgamation of contemporary & traditional stories woven together in the most memorable formats, ACW has an expertise ranging from Royal weddings at exclusive destinations to trend setting themed weddings. In an exclusive conversation with BW Applause, Ms. Ankita Chugh, Director, Ankita Chugh Weddings shares her experiences as a wedding planner:

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