Hamsini Shivakumar and Kanika Yadav of Leapfrog Strategy Consulting, give out pointers for a new and more creative ways of storytelling nature

Hamsini Shivakumar and Kanika Yadav of Leapfrog Strategy Consulting, write about how how are brands treading the road to the Hindi heartland which has been paved very well until now by cinema

Hamsini Shivakumar and Kanika Yadav of Leapfrog Strategy Consulting, write about brand communications which aim to frame brands as a force for good in multiple ways and the things to avoid while framing them

Hamsini Shivakumar and Kanika Yadav of Leapfrog Strategy Consulting, write that by taking to formats such as rap songs or stand up comedy, pharmaceutical brands are perhaps attempting to channelise positivity back into suffering

Hamsini Shivakumar and Kanika Yadav of Leapfrog Strategy Consulting, write about the new trend in branded content where brands represent themselves as champions of craftspeople and not as adversaries

Hamsini Shivakumar and Kanika Yadav of Leapfrog Strategy Consulting, write that still in the early stages of definition and conceptualisation, brands' new efforts are towards changing the meaning of fitness from referring to a particular body shape or ratio. It is a more spiritual and holistic well being of an individual

Hamsini Shivakumar and Kanika Yadav of Leapfrog Strategy Consulting, write that the space of “equal partner families” is ripe for more and more interesting narratives on ‘new-age dads' and ‘equal partner parenting'. The brands that still feature ‘hands-off' dads in their ads could soon begin to look ‘outdated' or ‘too traditional'/‘orthodox' in their manifest values

Last week, Hamsini Shivakumar and Kanika Yadav of Leapfrog Strategy Consulting, wrote how most female characters in Indian brand communication remain a manifestation of societal stereotypes. In this article, they delve deeper into factors that help us in moving beyond the stereotypes

Hamsini Shivakumar and Kanika Yadav of Leapfrog Strategy Consulting, write about the stereotyping of women, the token equality in the Indian advertising industry

Hamsini Shivakumar and Kanika Yadav of Leapfrog Strategy Consulting, write that brands are creating V-Day campaigns that have narratives around singles and non-heteronormative couples and how couples are discovering new avenues to overcome the staleness enforced by familiarity

Hamsini Shivakumar and Kanika Yadav of Leapfrog Strategy Consulting, write how the evolving consumer behaviour and culture is changing the way beauty brands create marketing strategies

Hamsini Shivakumar and Kanika Yadav of Leapfrog Strategy Consulting, write that it is crucial that the ambitious cause of sustainability and environment is tailored to audiences in branded content in a way that they identify their own smaller causes within it

Hamsini Shivakumar and Kanika Yadav of Leapfrog Strategy Consulting, write while discussions of patriotism cannot escape the use of abstract values of bravery, courage and the like, it is important to anchor these values in something tangible that is connected to the category and product that the brand is best known for, within one's content

Hamsini Shivakumar and Kanika Yadav of Leapfrog Strategy Consulting, write that participating in the ecosystem that enables learning and opportunities not only positions a brand as helpful and resourceful, it also adds to its cultural relevance

Leapfrog Strategy's Hamsini Shivakumar and Kanika Yadav write that the campaign ditches the usual tokenistic glorification of a truck driver in favour of realistic story arcs

Hamsini Shivakumar, Founder, Leapfrog Strategy Consulting, analyses the social change campaign “Period of Pride

Hamsini Shivakumar and Kanika Yadav of Leapfrog Strategy Consulting to analyse the BuzzInContent Awards 2021 winning content-driven campaigns over the course of the next few weeks. This time around, they have handpicked winning content pieces by Columbia Pacific Communities to analyse them through the lens of culture

Hamsini Shivakumar and Kanika Yadav of Leapfrog Strategy Consulting write how marketers could place integrated marketing communication, immersive experiences and branded content on a spectrum of initiatives to garner greater consumer attention and deeper consumer engagement with their brand