VIKAS MEHTA

Are you barking up the right tree? Posted on 23 Jan,2023 | under COLUMNS The Indian consumer is not just price conscious but value conscious too, writes Vikas Mehta

Pandemic: Not the driver of change but the change accelerator Posted on 09 Jan,2023 | under COLUMNS When many of the wants became needs, writes Vikas Mehta

The Rise & Rise of Tier 2-3 Youngsters Posted on 26 Dec,2022 | under COLUMNS They are neither urban or rural and have carved out their own niche. Companies and brands need to understand them better, writes Vikas Mehta

Agony & Ecstasy… Posted on 12 Dec,2022 | under ADVERTISING …of Fifa World Cup-related communication for Indian consumers. A review by Vikas Mehta

Bisleri and the Chimera of the Tata Group Posted on 28 Nov,2022 | under COLUMNS In my opinion, Tatas being a good fit for Bisleri is a very tenuous link, writes Vikas Mehta, in his fortnightly column

Ayush needs a cure push and not the prevention perception Posted on 14 Nov,2022 | under COLUMNS Vikas Mehta writes on how research rigour can help ayurveda get its due

Emotion & Technology can go hand in hand Posted on 31 Oct,2022 | under COLUMNS The more brands use technology to bring alive its promise, the stronger will the emotional connect of the brand be, writes Vikas Mehta

When the festival videos go marching in…. Posted on 18 Oct,2022 | under ADVERTISING it’s not necessary to do a feel-good Diwali ad as a force fit, writes Vikas Mehta in his fortnightly ‘With apologies to none at al’ column

Do not berate brand purpose purposelessly Posted on 03 Oct,2022 | under COLUMNS A myopic metro-centric view is more detrimental than even the societal woes, writes Vikas Mehta in his fortnightly column, With apologies to none at all

Feedback: the new WOM tool in town Posted on 20 Sep,2022 | under COLUMNS It can be a strong and powerful tool and is waiting to be exploited, writes Vikas Mehta

Can the tragic death of Cyrus Mistry be a gamechanger in the way we look at driving and safety rules? Posted on 06 Sep,2022 | under COLUMNS Introducing ‘With Apologies to None at All’, a new fortnightly column by Vikas Mehta