Gaurav Laghate
Editor at Mint
Editor - Consumer Bureau @livemint. Member @mumbaipressclub ManComm. Tweets are personal. Retweets may or may not be endorsements. DM open.
Articles
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3 days ago |
htsyndication.com | Gaurav Laghate
Posted On: 2025-05-12 Posted By: Gaurav Laghate Business & Finance Health & Lifestyle Education Technology Cities Sports MINT New Delhi, May 12 -- From being a bank that proudly stood for physical reach with its 'Kona Kona Kotak' pitch, Kotak Mahindra Bank is now staking its brand future on a very different idea-the courage to dream big. With its latest campaign, Hausla Hai Toh Ho Jayega, the bank hopes to shift perception from transactional utility to an emotionally resonant, future-facing...
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3 days ago |
htsyndication.com | Gaurav Laghate
New Delhi, May 12 -- Annapurna's 'Where Purity Begins' campaign is all emotion, no clarityAnnapurna Group's new Mother's Day ad, titled 'Where Purity Begins', attempts to draw a poetic parallel between mothers and the brand's longstanding commitment to "purity". But while the film is gorgeously shot and clearly aspires to be meditative and emotional, the message it wants to land never really arrives.
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3 days ago |
htsyndication.com | Gaurav Laghate
MUMBAI, May 12 -- First it was dreamy Ghibli-style portraits. Then came Barbie-fied posters. And now, social media feeds are flooded with boxed action figures of everyday professionals, complete with accessories such as coffee mugs, laptops and clever titles like 'Deadline Warrior' or 'Chief Meme Officer'. What began as playful experimentation with AI tools has snowballed into a cultural moment.
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3 days ago |
livemint.com | Gaurav Laghate
You’ve moved from ‘Kona Kona Kotak’ to ‘Hausla Hai Toh Ho Jayega’. What’s the thinking behind this repositioning? ‘Kona Kona Kotak’ was right for its time; it helped establish our pan-India presence after the ING Vysya merger. But reach is no longer a differentiator. We realized Kotak was losing brand relevance, not recognition. So, we went back to first principles: what do we truly stand for?
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3 days ago |
livemint.com | Gaurav Laghate
There’s no clarity on how the FMCG company upholds purity beyond vague promises. No product window, no real insight, just visual fluff and ambient music. For a brand that claims a heritage since 1952, it’s surprising how little is said about what it actually does.
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