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Byju’s Marketing Breakdown: Rs 8,029 Crore, Messi During Layoffs, and the $22 Billion Fall
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When Byju’s signed Lionel Messi as its global brand ambassador in November 2022, the company positioned it as a masterstroke. The world’s most expensive footballer would help the edtech giant expand globally. One month earlier, Byju’s had laid off 2,500 employees. The optics were catastrophic. The math was even worse. Between 2016 and 2022, Byju’s […]

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CRED’s Marketing Gamble: Rs 976 Crore for a Rs 394 Crore Business
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It is April 9, 2021. The first match of IPL is about to begin. Mumbai Indians versus Royal Challengers Bangalore. Sixty million cricket fans are glued to their screens across India. Then this appears on their feeds. Rahul Dravid, the wall of Indian cricket, is sitting in his car in Bangalore traffic. The camera is […]

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Zomato’s IPO marketing: The Rs 9 crore bet that won Rs 9,375 crore
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July 14, 2021. Deepinder Goyal, founder of Zomato, posted a tweet that would become iconic in Indian startup history. “Just ordered a triple breakfast. Stress eating 🤯😬” Three days later, Zomato would raise Rs 9,375 crore in India’s biggest tech IPO. The offering was oversubscribed 38.25 times. Institutional investors fought for allocation at 51.79 times […]

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