The Founder of Leapfrog Strategy Consulting writes that given the times we are living in, if brands start relevant and wide-reaching conversations to grow awareness around mental well-being, they could make a dent in the social handling of the issue and, of course, be remembered fondly as changemakers by consumers

The Founder, Leapfrog Strategy Consulting, says there is almost a white space when it comes to branded content which furthers the cause of eco-friendly, cruelty-free, sustainable and zero waste consumption in India. Unilever's entry into this space – even if at a global level – is a sign of a growing clientele for such products

The Founder of Leapfrog Strategy Consulting writes that CarDekho's example is a lesson in how brands can bring synergy between branded content and ads. Just because the two formats serve different requirements and may be used to address different segments, it doesn't mean they need to differ in how they build the brand

The founder of Leapfrog Strategy Consulting writes about the similarities and differences between the purpose-driven branded content created by non-profit organisations and commercial brands

This week, the Founder of Leapfrog Strategy Consulting analyses branded content created by Wakefit, Philips, Duroflex, Centuary Mattresses, Peps Industries and how it is helping them to create a habit of good sleep and set them up as shapers of culture and culture change

The Founder of Leapfrog Strategy Consulting writes how the agency breaks the boundaries between marketing and HR by introducing branded content to the latter through 14 short minisodes, showcasing the work atmosphere at the company

Hamsini Shivakumar, the Founder of Leapfrog Strategy Consulting, writes that by turning into a publisher instead of seeking sponsorship for visibility, Asian Paints shows how brands can reclaim importance by retraining the focus on their audience instead of themselves, unlike in the past where visibility came at the cost of interruptions in the consumption experience

The founder of Leapfrog Strategy Consulting writes that Cookbook is a reminder for those who see branded content as equal to online content – that while brands must talk to consumers in the virtual space since that is where they spend a large part of their day, brands must also communicate with them in a world that is more real and tangible to them

This week, the founder of Leapfrog Strategy Consulting deciphers how Women's Day as an occasion resonates with Indian women and why do brands go gaga over it. She writes it is unclear what gap Women's Day is filling. Often, its messaging overlaps with the kind created for Mother's Day and Rakshabandhan

Hamsini Shivakumar, Founder, Leapfrog Strategy Consulting, writes that the brand's attempt at visibility has turned into sponsorship, what should have painted a brand persona has become a confused mix, and going for distinctiveness has landed it with an unsteady approach to comedy

Hamsini Shivakumar, Founder, Leapfrog Strategy Consulting, writes how performance poetry is the new kid on the block, a new approach to build and sustain an emotional connection. Its strengths are the very opposite of human-interest story videos — the videos are indirect, polished and slick; and deal in fictional emotions

Hamsini Shivakumar, Founder, Leapfrog Strategy Consulting, writes that stand-up comedy as branded content can only succeed when it is based on the fundamentals of what branded content is supposed to be — a way for brands to participate in culture

Hamsini Shivakumar, Founder, Leapfrog Strategy Consulting, picks 10 examples of branded video content released between 2017 and 2020 to gauge the latest trends that will hover over 2021's Valentine's Day celebration by brands

In this week's in-depth analysis of an editorial site of Natural Diamond Council, Hamsini Shivakumar, Founder, Leapfrog Strategy Consulting, writes how their website, as branded content, has been able to do what a marketing campaign, a series of advertisements or a promotional exercise couldn't have achieved — the ability to direct and shape the diamond semiosphere

In this week's Content & Culture article, Hamsini Shivakumar, Founder, Leapfrog Strategy Consultancy, reinstates the importance of cultural relevance to make any branded content piece successful, by analysing the beer brand's music video ‘Always Summer' featuring the popular musician Prateek Kuhad

A leader in using content to build brand image and brand connect recently caught our attention with its innovative approach to branded content. Hamsini Shivakumar, Founder, Leapfrog Strategy Consulting, analyses the brand's content initiatives from the semiotic lens

In her first weekly article this year, Hamsini Shivakumar, Founder, Leapfrog Strategy Consulting, points out learnings that brands can get from the D2C home and sleep solutions brand when they jump on to the branded content bandwagon without getting swept away in the plethora of content being created to woo the audience

For the last week of December 2020, Hamsini Shivakumar, Founder, Leapfrog Strategy Consulting, writes that relying on branded content to promote something as capital-intensive as a film is not risky. In fact, it may pay off better in the long run