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22 May, 2019 From Locales to Locals: How Tourism Marketing Must Shift Focus to the People Behind the Destination

If you’re a communications professional in India, chances are you know what a typical Kerala Tourism ad campaign looks like. Supremely crafted, with raw natural beauty captured in breathtaking panoramas or striking close-ups. Usually celebrated for their sheer artistry and sometimes mocked for completely overlooking the authentic flavour of Kerala. But when #HumanbyNature, Kerala Tourism’s first global ad film in 9 years, was released barely a year after the floods that brought the state to its knees and its people standing shoulder to shoulder with each other, something was different.
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27 Mar, 2019 The Best A Brand Can Be – Gillette’s Close Shave With Cause Marketing & Brand Purpose

imageGone are the days when marketing communication was about pitching strategically thought out product benefits in witty consumer-speak and well-crafted visuals. I can hear marketers breathe a collective sigh of relief at its demise. Because, clearly, its replacement, the cause marketing campaign is an easier beast to tame, right?
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