Rakshande Italia

Contact Rakshande by sending an email to ritalia@brunico.com

Articles by Rakshande Italia

Reebok puts on its dancing shoes

Quebec-based footwear giant Reebok Canada says that 2009 is the year it enters the lifestyle marketing arena in a ‘big way.’ To connect with its core audience of 18- to 30-year-old disciples of pop culture and urban music, it plans to kick things off at the grassroots promo level, so expect to see Reebok sponsoring dance and lifestyle events on a bigger scale in the new year.


Holiday wars

Amid a cold economy that has consumers keeping a Scrooge-like hold on their purse strings, strategy asks Canada’s retailers how they’re wrangling shoppers this season


RBC talks the talk

‘One number, 150 languages,’ screams a huge RBC billboard at Toronto’s Harbourfront announcing the bank’s new live translation service. The hoarding, geared toward the lucrative newcomers’ segment in Canada, asks consumers to speak in their own language when calling 1-800-ROYAL 1-1. ‘That’s because over 42% of new immigrants don’t possess English or French as their mother tongue,’ says Mark Whitmell, director, cultural markets at RBC in Toronto. ‘Often, newcomers ask their children or relatives to translate their needs to call centre employees.’