RoI is the big question when a brand embarks on any marketing initiative and the fact that HUL's Brooke Bond Red Label has come back for a second edition of 6-Pack Band featuring six differently abled teens is probably proof enough that content marketing does bring value to the brand. Shiva Krishnamurthy, General Manager, Brooke Bond Red Label, Hindustan Unilever, explains what the video did for the brand

The Co-founder and Director of milkshake brand feels that brands will invest more in building content, especially videos on visually stimulating, bite-sized consumption platforms like Instagram

Balan, Head of Digital Marketing, talks in-depth about creating good content, the beer brand's focus on video content and challenges in the video content space

86% of consumers can tell the difference between branded content and editorial, 75% claim to be interested in content if it is ‘relevant to them', whether it is branded or not. In addition, 73% prefer branded content to traditional forms of advertising

Chtrbox.com will help brands with deep data to make the right selection, enable push-campaigns and missions to relevant influencers to get their word out and get the biggest bang for their buck

Ankita Bakshi has been appointed as Creative Solutions Producer at the content marketing team for India and will work alongside Regional Sales Director Vishal Bhatnagar in building the BBC StoryWorks capabilities in India

With an overall reach of over 37 million, fbb engaged an audience of over four million through this campaign

Are independent content-creating platforms much more successful in creating valued content for brands as compared to the advertising agencies? Several marketers said agencies wear the glasses of advertising even while creating content. BuzzInContent analyses what works well for the brands

The film shows a man who readily took up the challenge of carrying an average weight of a baby which a would-be mother carries in the final stages of pregnancy, around his belly for nine days but surrenders after a week, confessing his discomfort

Anushree Tainwala, Executive Director, Marketing, Samsonite South Asia, talks about the importance of using the right kind of celebrities and influencers in content generation and how content should be engaging

For many companies, classical music is still seen as a good-to-do social responsibility event. But corporates and brands can make classical music a part of their marketing DNA, explains Hindustani classical vocalist Sveta Kilpady

On Mother's Day, the fashion brand created content in the form of a few one-liners that are generally used by mothers for their kids

In the campaign created in association with TVF's Girliyapa, the brand is subtly integrated in the story where a situation is created around ‘What if mothers behaved like government employees?'

The research shows branded content campaigns are more effective if they include personalised elements. 63% agree that personally relevant content improves how they feel about the brand associated with it and 58% see brands in a more positive light if they provide them with content that matches their interests

Shivaji Dasgupta, Founder of INEXGRO Brand Advisory, writes how in the emerging world of Content Marketing, the stimulus must always be the experience while the desired response is the brand

Known for doing stories in 140 characters and integrating brands seamlessly in them, the content platform is now trying various forms of video content

Garg talks about the beauty brand's content marketing initiatives, the right way to look at content and its Cannes strategy

The insurance brand has launched the web series as part of its various content initiatives to increase consumer engagement