Rising Star Awards 2022– Winners

CONTENT & CULTURE

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Hamsini Shivakumar, Founder of Leapfrog Strategy Consulting, writes that big-budget brands like Tinder and Bumble have made branded content their format of choice. They are focused on normalising dating, removing the negative stigmas of ‘hook-up' culture and laying the grounds for the longer-term development of dating practices in India

By Hamsini Shivakumar
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Hamsini Shivakumar, Founder, Leapfrog Strategy Consulting, writes about how male-centric brands can navigate the complicated terrain of gender identity and gender discourse, and why they need to define their position

By Hamsini Shivakumar
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Hamsini Shivakumar, Founder, Leapfrog Strategy Consulting, writes that the way in which women's innerwear category brands have been able to bring about a cultural change can be an inspiration to other categories and brands that aim to address the goal of behavioural and cultural change

By Hamsini Shivakumar
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Hamsini Shivakumar of Leapfrog Strategy Consulting writes about how K-Beauty has changed the rules of the beauty care game in metro India

By Hamsini Shivakumar
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Hamsini Shivakumar and Kanika Yadav of Leapfrog Strategy Consulting write about food brands that target youth, it is worth keeping in mind that ‘order-in-food' is a metonym for youth culture. Positioning the brand as ‘out-of-home' eating or ‘in-home' eating will place them outside of youth culture as it is and the relevant symbolic space

By Hamsini Shivakumar
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Hamsini Shivakumar and Kanika Yadav of Leapfrog Strategy Consulting, write while TVF provides some invaluable lessons in content creation vis-a-vis context setting, narratives, characterisation, plot devices, and overall execution, it also presents an example of how to survive on the new, democratised internet

By BuzzInContent Bureau
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Hamsini Shivakumar and Kanika Yadav of Leapfrog Strategy Consulting write about how brands should experiment some more with the rains and the Monsoon in a refreshing manner

By Hamsini Shivakumar
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Hamsini Shivakumar and Kanika Yadav of Leapfrog Strategy Consulting write about how brands should not stray too far from the template or communication code built by the anthems, latest among which is ‘Har Ghar Tiranga'

By Hamsini Shivakumar
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Hamsini Shivakumar of Leapfrog Strategy Consulting writes about how most content marketers or even influencers rarely think of themselves as shaping culture when they get down to do their everyday job, and why they should

By Hamsini Shivakumar
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Hamsini Shivakumar and Kanika Yadav of Leapfrog Strategy Consulting write about how to look for embedded meaning within a particular show or series with the intention of associating with it via sponsorship

By Hamsini Shivakumar
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Hamsini Shivakumar and Kanika Yadav of Leapfrog Strategy Consulting write that nostalgia used as a marketing currency is much closer to reality. It is never built solely on pleasure but is a mix of both pain and pleasure. That closeness to reality over a utopia built on the pleasure of instant gratification well explains how nostalgia can be an effective marketing currency

By Hamsini Shivakumar
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Hamsini Shivakumar and Kanika Yadav of Leapfrog Strategy Consulting, write about a number of Indian campaigns being rewarded at the International Festival of Creativity for their advocacy of cultural and behavioural change

By Hamsini Shivakumar
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Hamsini Shivakumar and Kanika Yadav of Leapfrog Strategy Consulting, write how brands and publishers are painting the image of the ‘new Bharat' in content

By Hamsini Shivakumar
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Hamsini Shivakumar and Kanika Yadav of Leapfrog Strategy Consulting write that brands now need to find softer ways to make inroads into culture and construct stories that provide inspiration and practical ways to bring about behaviour change in the citizenry when it comes to sustainability

By Hamsini Shivakumar
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Hamsini Shivakumar and Kanika Yadav of Leapfrog Strategy Consulting write that to specifically use music as a strategy toward brand affinity, brands need to create content that is anchored more in culture and less in the category

By Hamsini Shivakumar
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Hamsini Shivakumar and Kanika Yadav of Leapfrog Strategy Consulting talk about how branded content should be actively placed at the forefront of the cheese marketing effort

By Hamsini Shivakumar
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Hamsini Shivakumar and Kanika Yadav of Leapfrog Strategy Consulting talk about the brands that this year on Mother's Day took a welcome and much-needed de-tour from their usual storytelling practises reserved for the occasion

By Hamsini Shivakumar
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Hamsini Shivakumar and Kanika Yadav of Leapfrog Strategy Consulting write about why content marketers should more deeply consider the re-semioticisation (altering of the meaning) of the rap genre that they are engaged in

By Hamsini Shivakumar
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