In today's Content & Culture article, Founder Hamsini Shivakumar and her colleague Kanika Yadav from Leapfrog Strategy Consulting, write that taking inspiration from Kerala Tourism's branded content, brands can maximise their messaging via exploring ordinary symbols associated with a place or product. For example, tales, myths, songs originating from the landscape itself can be employed to create an authentic aura that is both ordinary and exotic at once
By Hamsini Shivakumar | September 13, 2021In today's BuzzInContent's weekly section ‘Content & Culture', Hamsini Shivakumar and Kanika Yadav of Leapfrog Strategy Consulting, write how the edtech major is leaving no stone unturned when it comes to branded content. The brand has created content ranging from long-term content IPs to web series, from music to chat shows and others
By Hamsini Shivakumar | September 06, 2021Leapfrog Strategy Consulting's Hamsini Shivakumar and Kanika Yadav, write that with its ability to offer stimulation and customised storylines, interactive content is a technological innovation well suited to the needs of the fast-paced consumerist culture. It is a concept worth exploring for brands and creators involved in branded content
By Hamsini Shivakumar | August 30, 2021The weekly column Content & Culture by Hamsini Shivakumar and Kanika Yadav of Leapfrog Strategy Consulting examines the fairly known and yet loosely defined ‘feeling of home' used in branded content initiatives
By BuzzInContent Bureau | August 23, 2021In her weekly column Content & Culture, Hamsini Shivakumar, Founder, Leapfrog Strategy Consulting, explains why modern packaged food brands should embrace their modernity and use branded content as their point of distinctiveness vis-à-vis other food brands
By Hamsini Shivakumar | August 16, 2021Hamsini Shivakumar, Founder, Leapfrog Strategy Consulting, writes that raising awareness for vaccination is a meaningful opportunity for brands. If done not just via expression (videos, songs, etc.) but via enablement, it can result in increasing their goodwill among the public and position them as social benefactors
By Hamsini Shivakumar | August 09, 2021Hamsini Shivakumar, Founder, Leapfrog Strategy Consulting, has picked five branded content samples to analyse how brands have reimagined the bond of protection between brother and sister to update their cultural stance. And the ways in which that has shaken the traditional understanding at the root
By Hamsini Shivakumar | August 03, 2021Hamsini Shivakumar, Founder, Leapfrog Strategy Consulting, writes that the younger generation today, especially those located in urban areas, see themselves as global citizens. As much as they're rooted in their own local culture, they also enjoy interacting with content from overseas. Jalebi Baby-Zomato video fulfils an aspirational need to participate in a globalised world's culture
By Hamsini Shivakumar | July 26, 2021In today's Content & Culture write-up, Hamsini Shivakumar, Founder, Leapfrog Strategy Consulting, analyses that brands may find a convincing way to connect themselves with the upcoming Olympics, but do they have the cultural sanction to do so? And even if they can associate with the event in some way, will their audience find the association acceptable?
By Hamsini Shivakumar | July 19, 2021Hamsini Shivakumar, Founder, Leapfrog Strategy Consulting, analyses Netflix India's branded content strategy, including the content initiative for the film Haseen Dillruba, where inspector Rawat from Haseen Dillruba (played by Aditya Srivastava, known for his role as Abhijeet on C.I.D.) reaches out to the OG crime-solving team C.I.D. to help him crack the case central to the film
By Hamsini Shivakumar | July 12, 2021Consumers are more likely to endorse brands that don't just adopt a social stance in the digital world but also work to execute them on the ground, writes Hamsini Shivakumar, Founder, Leapfrog Strategy Consulting, in this week's Content & Culture
By Hamsini Shivakumar | July 05, 2021Hamsini Shivakumar, Founder, Leapfrog Strategy Consulting, writes how Britannia Marie Gold's My Start-Up campaign is not just at the psychological level – where the audience watches a feel-good film about a homemaker-turned-entrepreneur and comes away feeling inspired. It has also tried to change the ground reality for every homemaker who may have never had the opportunity to pursue her interest/passion as a business before
By Hamsini Shivakumar | June 28, 2021This week, Hamsini Shivakumar, Founder, Leapfrog Strategy Consulting, writes that brands need to do more just than inject pleasure and enjoyment into consumers' lives. They need to impose the importance of living cautiously upon their audience
By Hamsini Shivakumar | June 21, 2021Read Hamsini Shivakumar, Founder, Leapfrog Strategy Consulting's analysis on brands that want to get their money's worth through more long-term returns than a mere uptick in positive sentiment for a brief period. It is a list definitely worth discussing at the next team meeting
By Hamsini Shivakumar | June 14, 2021Through content, brands are trying to undo the definitions of parenthood set by advertising, which have been largely focussed on the mother-child unit, and expand its understanding to something more gender-neutral, writes Hamsini Shivakumar, Founder, Leapfrog Strategy Consulting
By Hamsini Shivakumar | June 07, 2021Hamsini Shivakumar, the Founder of Leapfrog Strategy Consulting, writes that by turning into a publisher instead of seeking sponsorship for visibility, Asian Paints shows how brands can reclaim importance by retraining the focus on their audience instead of themselves, unlike in the past where visibility came at the cost of interruptions in the consumption experience
By Hamsini Shivakumar | March 22, 2021Hamsini Shivakumar, Founder, Leapfrog Strategy Consulting, writes that the brand's attempt at visibility has turned into sponsorship, what should have painted a brand persona has become a confused mix, and going for distinctiveness has landed it with an unsteady approach to comedy
By Hamsini Shivakumar | March 01, 2021Hamsini Shivakumar, Founder, Leapfrog Strategy Consulting, writes how performance poetry is the new kid on the block, a new approach to build and sustain an emotional connection. Its strengths are the very opposite of human-interest story videos — the videos are indirect, polished and slick; and deal in fictional emotions
By Hamsini Shivakumar | February 22, 2021