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HOW AIRTEL'S SOUND BUILT IDENTITY

A.R. Rahman's five-note Airtel anthem transformed sonic branding in India, proving that advertising music can become enduring ...

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BUSINESS: IS BRANDING YESTERDAY? PASSE? DEAD?

A Radical Take on Branding: Monojit Lahiri endeavours to unravel a new-age, revolutionary, path-breaking philosophy put forth ...

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