We offer a point of view on the intersection of content and culture. Written as a weekly article for the BuzzinContent platform, our articles explore how branded content contributes to culture and draws from it, in reshaping the consumers’ mind space.
If you work in content marketing or are considering investing in branded content, as a marketer, our articles will inform, inspire and guide you in your effort. They will help you avoid obvious pitfalls and indicate the benchmarks to reach for.
How brands greeted Ganesh Utsav 2024 with experiential marketing
In this article, Naheed Akhtar and Hamsini Shivakumar of Leapfrog Strategy Consulting, share insights on how brands dabbled with a fusion of devotion and marketing, capitalising on the cultural moment of Ganesh Utsav this year
What brands need to know before creating content around Independence Day
Hamsini Shivakumar and Khushi Rolania from Leapfrog Strategy Consulting write that brands have to consider what it means to be Indian today. Being Indian is more than just peace and relationships; it's also about achievement and self-expression
The many shades of white: From AI logos to sacred ceremonies!
In this article, Hamsini Shivakumar and Prabhjot Singh Gambhir of Leapfrog Strategy Consulting, delve into the diverse interpretations of the colour white, exploring its significance in the logos of AI tools and newspapers, as well as in politics and search engines
How brands are revising narratives on fatherhood in content
Khushi Rolania and Hamsini Shivakumar of Leapfrog Strategy Consulting write about how brands are pushing for more expression from fathers and families in their content, especially around Father’s Day.
From digital screens to Cannes Film Festival: Digital influence matches up to traditional stardom
Hamsini Shivakumar and Naheed Akhtar from Leapfrog Strategy Consulting dive into a semiotic analysis of Indian content creators’ presence at the Cannes Film Festival and discuss how brands can leverage the synergy of fashion, film, and content creators
Decoding political symbolism in video campaigns of India’s political parties
Prabhjot Singh Gambhir and Hamsini Shivakumar of Leapfrog Strategy Consulting, examine BJP and Congress campaigns to get a deeper insight into the complex interplay of symbols, narratives, and strategies aimed at capturing the hearts and minds of the electorate
WPL anthems: A layered and new expression of feminine energy
Hamsini Shivakumar, the Founder of Leapfrog Strategy Consulting, highlights crucial insights from WPL anthems. Throwing light on the insights from the WPL anthems, she emphasises the need for brands to move beyond the cliche representation of women and to recognise the role of ‘women win’ as a collective
Brands champion self-love and inclusivity in this year's Valentine's Day content strategy
Hamsini Shivakumar and Naheed Akhtar from Leapfrog Strategy Consulting shed light on the evolving Valentine's Day content strategies of brands, aligning with a cultural shift that prioritises self-love over traditional romantic relationships
The growing trend of brands harnessing ‘intertextuality' in their marketing tactics
Hamsini Shivakumar and Prabhjot Singh Gambhir of Leapfrog Strategy Consulting write that when the marketers move away from ad-like thinking, then the product seamlessly weaves into the story and engages the audience without trying to sell too hard
What makes commonplace English phrases turn into viral phenomena on social media?
Hamsini Shivakumar and Naheed Akhtar of Leapfrog Strategy Consulting, write that the journey of a commonly spoken phrase to a viral trend is a multifaceted process on social media. It encompasses socio-economic aspirations, authenticity in expression, the inherent humour in unintentional deviations, and the catalytic role played by influencers in amplifying and reshaping content
Can Shunya FIZZ bring back the ‘cool' quotient to fizzy drinks?
Hamsini Shivakumar and Naheed Akhtar of Leapfrog Strategy Consulting, decode if Naturedge Beverages' Shunya FIZZ can bring back the lost ‘cool' quotient to fizzy drinks, that the big brands had lost due to their excess sugar content
Deodorant marketing: The scent of gender biases
Hamsini Shivakumar and Prabhjot Singh Gambhir of Leapfrog Strategy Consulting, write that it is essential to promote communication that does not perpetuate stereotypes, objectify individuals, or glorify negative behaviours such as stalking
From breaking news to marketing the moment: The GenZ way of seeking information
Naheed Akhtar and Hamsini Shivakumar of Leapfrog Strategy Consulting, write that while the immediacy and the desire to be the first to inform or sell a moment remain unchanged, the focus has shifted from being a passive source of information to being an active participant in the cultural conversation
India ka tyohaar: The rise and rise of IPL fandom
Hamsini Shivakumar and Khushi Rolania of Leapfrog Strategy Consulting, examine IPL anthems over the years. This journey guarantees nostalgia and will bring back memories of watching IPL on Sony MAX on summer nights along with giving sneak- peek into the evolution of the sport's fan following
How youth hostels in India are redefining tourism through Instagram and authenticity
Hamsini Shivakumar and Prabhjot Singh Gambhir of Leapfrog Strategy Consulting, write, how today's youth hostels aren't merely piggybacking on prevalent travel themes and symbols of ‘tourist destinations'; they're in fact pioneering novel narratives around travel and tourism
LGBTQ+: What's your stance as a brand and marketer?
Hamsini Shivakumar and Prabhjot Singh Gambhir of Leapfrog Strategy Consulting write about how brands should approach the topic of LGBTQ+ themes and whether they should follow the trend, to be topical
How brands can devise content strategy around Christmas in India
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
How brands should go about sponsoring film festivals
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
Stand-up comedy is not Kapil Sharma's comedy and why that matters for branded content
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
The Creator economy: What's the difference between big city and small-town influencers?
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
Dating apps as agents of culture change: How they are going about doing cultural re-engineering
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
Here's why male-centric brands need to adapt to the cultural changes
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
Women's innerwear category depicts how shopping behaviour change be catalyst for cultural change
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
How the Semioscape of K-Beauty has got the new generation of Indian women hooked
Hamsini Shivakumar of Leapfrog Strategy Consulting writes about how K-Beauty has changed the rules of the beauty care game in metro India