How challenger brands are built in India

This article discusses how Patanjali, an FMCG challenger brand, built success in India through social media and the fame of its founder, spiritual yoga guru Baba Ramdev.

How should TV and social media be used to maximum effect?

This essay was commended by the judges in the Admap Prize 2017.

For more information visit the Prize page.

Any discussion about the new media landscape is going to be purely academic if it is not built upon mid- to long-term success stories. Thus, the best way to look at promoting brands in the current landscape is to examine several success stories to as

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