Festive advertising: Creative strategies fuel e-commerce frenzy | Financial Express | Dr Vandana Tandon Khanna

Dr Vandana Tandon Khanna, Professor - Marketing & International Business, K J Somaiya Institute of Management, shared her views in an article titled ‘Festive advertising: Creative strategies fuel e-commerce frenzy’ in Financial Express.

In the article, Dr Vandana sheds light on how brands can use innovative approaches to differentiate themselves in competitive markets. She emphasises the importance of fostering authenticity, building emotional connections with consumers and adapting to evolving digital landscapes to maintain relevance and drive brand loyalty during season advertising.