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Of Dark Luxe, PostIt and Mahul’s love for ghosts

After talking about the dazzle in Decoding Luxe, why did you choose to write about the dark side of luxury in Dark Luxe? Are there ghosts here? “Deep into that darkness peering, long I stood there wondering, fearing, Doubting, dreaming dreams no mortal ever dared to dream before.” Edgar Allen Poe’s “The Raven” best captures…
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Building Brand You: The Hindu

You are not limited by your profession in India Inc. It is up to you to establish your existence. Corporate India needs leaders and the onus is on you to establish yourself as one. Otherwise, be happy to join the pack of followers. Brand persona is not just your job. It is you as a…
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Brand Building Mantra – Keep Your Promises: Reputation Today

Brands are a legacy, they outlive people and products. Gone are the days when brand building was solely based on the conjuring power of the brand custodian’s wand. Such palaces in the air were bound to vanish soon when the unforgiving light of reality fell on them. There are many brands which based their existence…
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Decoding Luxe author Mahul Brahma wins Brand Leadership Award: Indiabooms

Journalist-turned-author and communicator Mahul Brahma won the Brand Leadership Award 2017 given by CMO Asia. The award recognizes Brand Custodians and Brand Writers. Mahul’s work was recognised as a commentator and author on luxury brands and brand custodian of mjunction, India’s largest B2B e-commerce company. Mahul’s book Decoding Luxe, which has received praises from  Ratan…
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How to Communicate Crisis

I should have flown with someone else, or gone by car, ’cause United breaks guitars Musician Dave Carroll said his guitar was broken while in United Airlines’ custody. He arrived at his destination to discover that his $3,500 Taylor guitar was severely damaged. After harassment from the United Airlines, he wrote the song “United Breaks…
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Durga Puja Inc

Two gentlemen and a lady, all in their late 30s, dressed impeccably in corporate attire were waiting at the Board Room in a Sector V IT company. This was the marketing team of ABC Inc. Three gentlemen, not very conversant with power dressing, knock the glass door and enter in jeans and tees. Raja Dutta…
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Decoding Luxe of Billion-Dollar Diwali Season

Diwali, a festival of lights, a festival of Lakshmi and also a festival of luxe. This is also, in some cases, a celebration of vanity and ego. Small wonder, the fireworks industry in India boasts of over Rs 6,000-crore worth of annual turnover. Luxury business runs on vanity and ego, and thus, Diwali is a…
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Of Decoding Luxe and Busting Luxury Myths

A few years back when I was editing a luxury supplement I realised that in the luxury brands face a two-pronged problem – one, there are certain myths based on which billions of dollars are invested by luxury brands, every year, and two, the existing literature instead of simplifying how best to make the most…
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Building Luxury

Think of a Rolex. It immediately exudes a sense of awe in the mind. Rolex is beyond a timekeeper. It is a brand that stands for legacy, for greatness. When you think of Rolex, you think of the dazzle, you think of the legacy of Martin Luther King Jr or JFK or Roger Federer. After…
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