Dr. Tanvi Gupta is an Assistant Professor of Marketing at the Indian Institute of Management Ahmedabad (IIMA) and a practicing semiotician. Her academic research focuses on brand language and consumer culture—and her research has been published in Journal of Consumer Research, Journal of Consumer Psychology and Journal of Business Ethics.She was also a co-chair at the Consumer Culture Lab at IIM Udaipur where she authored an industry report called “Rangbhoomi” on content creators from small town India. Before doing a Ph.D. in Marketing from IIM Bangalore, Tanvi has worked as a marketing research professional with Kantar. During her stint in the MR industry, she has worked on semiotics, brand tracking and advertising research—integrating both quantitative and qualitative methods. Tanvi also holds a communications masters from MICA, India with the director’s award for academic excellence.