Amit Bapna
The Drum
Mumbai, MH, India
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Past articles by Amit:
Kimberly Clark overhauls Huggies brand in India as it seeks market leadership
Kimberly Clark has overhauled the Huggies brand in India as it seeks to return to the number one market position. The Drum spoke to Kimberly-Clark India marketing director, Saakshi Verma Menon about how the brand is evolving. → Read More
Hyatt sets sights on India’s booming wedding economy
Hyatt has unveiled a new strategy to target India’s booming wedding market as young people take control of their big day. → Read More
Neuroscience and the post pandemic brain: how to maximise marketing results
Neuroscience in marketing is nothing new; however, in the post-pandemic world, it could more even more valuable in understanding the rapidly changing consumer. The Drum spoke to Professor Arvind Sahay, professor of marketing at The Indian Institute of Management and the chairperson of the NSE Centre of Behavioural Science, to learn more about unravelling the links between the human brain and… → Read More
Coca-Cola is cooking: inside the drinks giant's platform launch in India
The Drum heads to the inaugural 'Coke is Cooking' festival in India to experience the major new experiential push first hand and find out why the drinks giant is going so big on food. → Read More
India’s newest airline Akasa takes off with a brand promise to ‘simplify’ travel
Akasa Air, the newest airline on the Indian skies, has launched its maiden brand campaign with the tagline ‘It’s your sky’. Co-founder Belson Coutinho shares with The Drum the airline's marketing strategy. → Read More
Coca-Cola India takes legacy Limca brand into new category with Sportz range launch
Limca, the oldest brand in Coca-Cola’s India portfolio, has launched its first-ever variant with Limca Sportz. It marks the India-born brand’s foray into the hydrating sports drinks category. → Read More
Sprite, the jewel in Coca-Cola India’s portfolio, launches a quirky brand campaign
Coca-Cola’s flagship beverage Sprite has become one of the leading brands for the company’s Indian operations. → Read More
Pepsi plans to go premium with launch of Lay’s Gourmet range in India
Evidence of consumer willingness to pay a premium for differentiated food and beverage experiences, particularly in the snacking category, has given PepsiCo India the confidence to launch its first-ever range of premium kettle chips. → Read More
The defining moments of Brand India as the nation celebrates its 75th year of independence
As India celebrates its 75th year of independence, The Drum asks marketing leaders to share their perspectives on the making of Brand India, the defining moments of its evolution and what sits behind its self-confidence and self-expression today. → Read More
Ather Energy on using Indian sports sponsorship to make electric vehicles mainstream
India’s leading electric vehicle (EV) maker is using sports sponsorships to sell younger audiences on the new vehicle category. The Drum speaks with Nilay Chandra, vice-president of marketing and charging infrastructure. → Read More
How Paramount+ is connecting with the South Korean market
Paramount+ is looking to cause waves in APAC. Catherine Park, senior vice-president, head of office and streaming, reveals how it is activating in South Korea and beyond. → Read More
Kantar India study reveals the emerging purchase behavior of the post-pandemic consumer
A new report ranking the most chosen FMCG brands in India has shed light on improved purchase frequency in the post-pandemic world. → Read More
Unilever’s Lifebuoy helps Asian consumers with telehealth services during monsoon
Soap brand Lifebuoy has launched an initiative across markets in South and South East Asia to help impacted communities ahead of one of the worst monsoons in recent history. → Read More
Inside Asics’s plans to market mindfulness to South East Asia
Japanese brand Asics has long been campaigning for a ‘sound mind in a sound body.’ Here is how it is evolving its mindfulness message for the South East Asian market. → Read More
Havas to bring UK-based creative agency Cake to India
Havas Group has announced the Indian expansion of its UK-based creative agency Cake, which specializes in sport, entertainment and culture. → Read More
Pepsi plans to celebrate fizz in the homes of APAC’s gen Z – here’s how
The Drum finds out why Pepsi is betting big on food at home as part of its APAC playbook. → Read More
Bumble partners with 13 small businesses in Singapore for ‘Date Do What’ campaign
Dating and social networking app Bumble has launched its ‘Date Do What’ initiative in Singapore to help people connect IRL following the relaxation of Covid-19 restrictions. → Read More
Inside Superunion’s overhaul of Nantou City’s branding
Nantou City, at the center of Nanshan District in Shenzhen, China, has unveiled a refreshed brand identity as it looks to position itself as a melting pot of design, culture and creative industries. → Read More
Inside Tinder India’s guide on gender identities
The Drum speaks with Aahana Dhar, director of communications India, Tinder, to find out why it is embracing LBGTQ+ narratives in its marketing campaigns, content and stories. → Read More
Inside PepsiCo snack brand Kurkure’s cheesy journey in India
Kurkure’s new India launch hopes to create distinction and drive reappraisal in the snacking category. The Drum finds out more about the game plan. → Read More