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Brand Makers

Marathon Musings Of A Marketer

Chandramohan Mehra, chief marketing officer, Bajaj Allianz Life Insurance, writes about the work and life lessons he gathered as a marathon runner.

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Why are brands including e-sports in their sports marketing itinerary?

Rajan Navani, VC and MD of be JetSynthesys and Skandaram Vasudevan, Partner – Strategy at Mudramax talk about opportunities for brands in e-sports and how it can be an effective tool to reach out to the millennial consumer

Brand Makers

Playing fantasy or rummy or even Candy Crush is not esports: Lokesh Suji

Lokesh Suji, director, Esports Federation of India, and vice-president, Asian Esports Federation, on esports opportunities for modern marketers, esports influencers and creators, and how 2022 will see growth from the grassroots.

Quantum Brief

Why content around the sport has to be king

Sporting bodies need to start understanding the importance of content. They can start by going easy on YouTubers and content creators who use their footage in their content.

Quantum Brief

Deepening the sports-brands-fans connection

With the convergence of physical and digital in the world of sports and the growing popularity of hyper-reality experiences, it’s even more of a blast to be a sports fan, and, of course, a sports sponsor.

How it Works

Why India needs an Indian Idol-esque platform to hunt for talented runners

Till we put a stop to considering “running” as a fitness entertainment and start seeing it as a professional sport, nothing will change.

How it Works

Why are startups betting big on sports marketing?

Current sporting events in India are more than mere competitive events; they are more carnivalesque extravaganzas with viewers celebrating a common cause - entertainment.

How it Works

How Usha International is nurturing sports culture in India

Komal Mehra, head, sports initiatives and associations, Usha International, on how the brand is encouraging indigenous sports in the deepest pockets of India, breaking gender barriers through sports, and more.

Quantum Brief

Is badminton still a hard sell in India?

Indian shuttlers are smashing it on international courts and building the sport’s value like never before. But most brands want to invest in events and short-term partnerships.

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