Opinion: Metrics that matter and the ‘Real’ ROI

Plenty gets tossed about on the topic of various performance indicators and ROI. The digitisation of the world has given marketers so many new acronyms to choose from that it’s become harder to keep track of them all. ER, CPC, CPL, CTR, CTOR, time spent, stickiness, page depth, CPM, COCA or whatever else that catches […]

Grey area: Sudhir Nair, founder and CEO, 21N78E Creative Labs

Ex-Grey ad folk reminisce about their time at the agency with Grey Group set to fold into AKQA Campaign India is running a multi-piece series featuring ex-Grey ad folk. Here, they reminisce about their time at Grey Group, their fondest memories and learnings, and share their thoughts on brand Grey ceasing to exist in a few […]

Marketing automation, interconnected devices, pervasive tech - Sudhir Nair, our CEO & Co-Founder elaborates on how tech will impact organisational functions for The Economic Times.

Sudhir Nair, our CEO, gives his take on the ramifications that the new Govt guidelines have on surrogate advertising for alcohol and tobacco in exchange4media.

Almost each one of us has chuckled every time Imperial Blue’s ‘Men will be Men Music CDs’ ad has played on the screens, or hummed along with the ‘Ooolala la’ jingle of Kingfisher ‘calendars’. We may clearly not remember the music CDs or the calendars they seem to be advertising through these ads on mass […]

Festive quarter will see most categories back in the advertising game, says industry

Sharing perspectives on Pitch Madison Advertising Mid-Year Report, experts said while Digital & TV are leading in the recovery path, IPL and festive season will mark beginning of normalcy for AdEx The global pandemic of COVID-19 has left most markets with a dent. But with the nation gradually ‘unlocking’ itself and big ticket events like […]

Sudhir Nair of 21N78E tells us about the impact of the pandemic on the advertising business.

Sudhir Nair of 21N78E tells us about the impact of the pandemic on the advertising business.  https://bit.ly/3dey05w

Creative Block; not just for Creatives

You’re on a strict deadline. The clock is ticking. The document is open. You know what the right thing to do is but you don’t know how to go about it. So, you just sit there staring at the blinking cursor on the screen because you have hit a wall. All my friends call it […]

WhatsApp, boon or bane?

WhatsApp has been one of the most transformative technological boons to have ever graced the Indian sub-continent. Right after Jio, that is. It has helped strengthen connections, increase the spread of (mis) information, and has become an invaluable tool not just for people in their personal capacity, but also facilitated commerce. I hate it! For the […]

The New Normal ?

Ever since COVID-19 broke out, we have witnessed a massive change in our lifestyle, work included. From helping with household chores, to knowing where the groceries are kept and becoming the MasterChef that one can be. Not to mention the fact that an otherwise ignored Roti-Daal finds its way to Instagram/Facebook/WhatsApp loaded with anecdotes. And […]

Reliance Digital urges people to make an 'Asli Connection' in latest festive campaign

The campaign, conceptualised by 21N78E Creative Labs, is being rolled out across all digital platforms With Diwali just around the corner, Reliance Digital has unveiled a bold new campaign “My Asli Connection”. The campaign, conceptualised by 21N78E Creative Labs, nudges people to spend quality time with their loved ones during Diwali rather than spending endless […]