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

Hamsini Shivakumar and Kanika Yadav, of Leapfrog Strategy Consulting, write how Center Fresh could move on from the Dharma produced long-form TVC to creating engaging branded content around the “First Encounter” moment - both in popular and in lived culture

Hamsini Shivakumar and Kanika Yadav of Leapfrog Strategy Consulting decode Cadbury's iconic campaigns and the recent video by a young digital creator, for the chocolate brand, which has set a new benchmark

Hamsini Shivakumar and Kanika Yadav of Leapfrog Strategy Consulting, analyse the stance taken by the brands which sell products for men and how they are trying to reshape the currently accepted notions of masculinity

Hamsini Shivakumar and Kanika Yadav, of Leapfrog Strategy Consulting, write that precious metals brands need branded content to create a larger narrative where the metal in question is mystified instead of particular products. Such a context helps in forging new meanings and inter-connections that traditional marketing/advertising cannot have access to due to logistical limitations

Hamsini Shivakumar and Kanika Yadav of Leapfrog Strategy Consulting, write that solidarity, support and gratitude were the main themes that the brands banked on in their content this festive season

In this week's Content & Culture article, Hamsini Shivakumar and Kanika Yadav explore how brands are using real-life incidents as plots for branded content and things to keep in mind while taking this route

Hamsini Shivakumar and Kanika Yadav of Leapfrog Strategy Consulting, write that the youth today is bored with brand anthems and is more interested in deeper dialogue and explanatory graphics, including short films/music videos with elaborate narratives and performance poetry

Hamsini Shivakumar and Kanika Yadav of Leapfrog Strategy Consulting analyse pieces of branded content from Kay Beauty, Nykaa, Mamaearth among others to find out the latest symbols associated with beauty