Reliance Jewels

Valentine's Day on brand calendar: Still searching for relevance

Hamsini Shivakumar and Prabhjot Singh Gambhir of Leapfrog Strategy Consulting, write that brands cannot inject energy and momentum into a cultural product, when there isn't any real cultural momentum or energy behind Valentine's Day. Hence, creating content around the occasion is likely to drop off from many brands' activity checklists