Ever wondered why certain ads like those of Cadbury Dairy Milk (the oldest ad), Liril (the one featuring Preity Zinta), Asian Paints (one featuring a soldier) and others cling to our memory more than others? Well, a statement that it is because they address emotions more than other advertisements isn’t the complete answer. On going a few layers deep, you’ll […]

Yes, there are only two choices – either you can stay at the bank or cross the river, but there are no river islands to choose. In a world where sophistication is often confused with being a  non-extremist, it is important that we start taking stands – firmly. The glass is either half full or half empty, there is no […]

14 teams, 49 one day international matches, 44 days and a whopping $10,225,000 worth of prize money! That is precisely, ICC Cricket world cup 2015 to numbers and economics enthusiasts. What lies beneath is a crafted, careful and comprehensive branding strategy that makes the plinth of the golden edifice of perennial coveting this game builds. It is no more just a game, the World […]

Every person who steps into a B-school has three key aspirations – pulling off the best job, a stellar academic performance and carving out a CV that will help throughout his/her career. None of these goals are too ambitious, they’re easy to achieve in fact if you follow one thumb rule – not craving any of them. Here are 11 […]

It doesn’t take an Einstein’s brain to crack CAT and secure 95+ percentile. There will be many people around you telling either of these three statements: CAT needs practice, more than just brains. Work hard on your coaching institute’s material and give lots of mock tests. CAT is all about luck, even the best candidates don’t clear on the D-day […]