Hamsini Shivakumar and Prabhjot Singh Gambhir of Leapfrog Strategy Consulting, write about how Christmas is not viewed as a festival in Indian culture but is rather seen as an event, and how it can be used by brands to form a deeper connect with the people

Hamsini Shivakumar and Prabhjot Singh Gambhir of Leapfrog Strategy Consulting write about the important things to be kept in mind before starting work on sponsorship ideas for film festivals

Hamsini Shivakumar and Prabhjot Singh Gambhir of Leapfrog Strategy Consulting write about how brands can best leverage stand-up comedians to form a connect with the youth

Hamsini Shivakumar and Prabhjot Singh Gambhir of Leapfrog Strategy Consulting share the differences and the varying USPs of influencers coming from metros and those from the not so prosperous parts of the country

Hamsini Shivakumar, Founder of Leapfrog Strategy Consulting, writes that big-budget brands like Tinder and Bumble have made branded content their format of choice. They are focused on normalising dating, removing the negative stigmas of ‘hook-up' culture and laying the grounds for the longer-term development of dating practices in India

Hamsini Shivakumar, Founder, Leapfrog Strategy Consulting, writes about how male-centric brands can navigate the complicated terrain of gender identity and gender discourse, and why they need to define their position

Hamsini Shivakumar, Founder, Leapfrog Strategy Consulting, writes that the way in which women's innerwear category brands have been able to bring about a cultural change can be an inspiration to other categories and brands that aim to address the goal of behavioural and cultural change

Hamsini Shivakumar of Leapfrog Strategy Consulting writes about how K-Beauty has changed the rules of the beauty care game in metro India

Hamsini Shivakumar and Kanika Yadav of Leapfrog Strategy Consulting write about food brands that target youth, it is worth keeping in mind that ‘order-in-food' is a metonym for youth culture. Positioning the brand as ‘out-of-home' eating or ‘in-home' eating will place them outside of youth culture as it is and the relevant symbolic space

Hamsini Shivakumar and Kanika Yadav of Leapfrog Strategy Consulting, write while TVF provides some invaluable lessons in content creation vis-a-vis context setting, narratives, characterisation, plot devices, and overall execution, it also presents an example of how to survive on the new, democratised internet

Hamsini Shivakumar and Kanika Yadav of Leapfrog Strategy Consulting write about how brands should experiment some more with the rains and the Monsoon in a refreshing manner

Hamsini Shivakumar and Kanika Yadav of Leapfrog Strategy Consulting write about how brands should not stray too far from the template or communication code built by the anthems, latest among which is ‘Har Ghar Tiranga'

Hamsini Shivakumar and Kanika Yadav of Leapfrog Strategy Consulting write about how brands that are not directly related to the category, can delve into travel-based content to woo young consumers

Hamsini Shivakumar of Leapfrog Strategy Consulting writes about how most content marketers or even influencers rarely think of themselves as shaping culture when they get down to do their everyday job, and why they should

Hamsini Shivakumar and Kanika Yadav of Leapfrog Strategy Consulting write about how to look for embedded meaning within a particular show or series with the intention of associating with it via sponsorship

Hamsini Shivakumar and Kanika Yadav of Leapfrog Strategy Consulting write that nostalgia used as a marketing currency is much closer to reality. It is never built solely on pleasure but is a mix of both pain and pleasure. That closeness to reality over a utopia built on the pleasure of instant gratification well explains how nostalgia can be an effective marketing currency

Hamsini Shivakumar and Kanika Yadav of Leapfrog Strategy Consulting, write about a number of Indian campaigns being rewarded at the International Festival of Creativity for their advocacy of cultural and behavioural change

Hamsini Shivakumar and Kanika Yadav of Leapfrog Strategy Consulting, write how brands and publishers are painting the image of the ‘new Bharat' in content