UnFoldMart wins digital marketing mandate for DocTrePat

UnFoldMart has announced its strategic collaboration for digital marketing mandate with DocTrePat. With an understanding of consumer behaviour and market dynamics, UnFoldMart aims to propel DocTrePat's digital transformation and amplify its global presence in the competitive medical tourism landscape. We are excited to partner with UnFoldMart as we embark on this transformative journey towards digital excellence in healthcare, stated Gaurav KR Sharma, Co-Founder of DocTrePat . UnFoldMart's digital expertise and strategic insights are invaluable assets as we navigate the online landscape and extend our reach to a global audience seeking quality healthcare solutions. Our collaboration with DocTrePat goes beyond conventional marketing; it's about leveraging digital tools and strategies to drive meaningful impact and enhance patient outcomes, expressed Abhishek Garg , Co-Founder of UnFoldMart. We are committed to utilizing our expertise to elevate DocTrePat's brand, connect with diverse patient demographics, and facilitate seamless medical journeys on a global scale.

Inside BJPs marketing strategy for Lok Sabha Elections 2024

The 2024 general elections are already underway with multiple voting phases being carried out across the country. While the results of the biggest democratic elections in the world will be announced in a months time, the political campaigning and marketing strategies of political parties are at their zenith. The nation is witnessing political rallies every day with star campaigners from all parties giving passionate speeches. As the Bharatiya Janata Party (BJP) eyes a record third term in the parliament, it has invested substantially in its marketing efforts. While the previous two general elections could be said to have been swayed with the help of its ongoing momentum and PM Narendra Modis charisma and popularity among the populace, the 2024 Lok Sabha Elections seem to be particularly momentous as the party fights not only its political opponents but anti-incumbency. Starting relatively late, the BJPs marketing strategy picked up pace in the months leading up to elections leveraging its tried-and-tested messaging and tonality while also trying its hands at new digital-savvy approaches. Here is a look at how it panned out: Keeping PM Modi at the centre of it all Prime Minister Narendra Modi has been the central figure around whom the BJPs marketing communication has evolved since the beginning of the 2014 general election campaigning phase. Keeping the tradition going, the partys marketing relied on the leaders ability to sway voters and captivate audiences with his trademark speeches. PM Modis expeditions and his visits were extensively covered and snippets from these were posted on the partys social media. Still being the BJP's most potent political asset, the partys marketing strategy revolved around projecting PM Modi as a dynamic leader capable of steering India towards progress and prosperity. Through carefully curated campaigns, rallies, and public appearances, BJP aimed to reinforce the Brand Modi narrative, emphasising leadership, decisiveness, and a pro-development agenda. Slogans such as Phir Ek Baar Modi Sarkar, Modi Ki Guarantee, and Pehla Vote Modi Ko have been disseminated and popularised to position PM Modi as a formidable leader and invoke the nostalgia of the initial Modi wave. Even in the communication related to the NDA coalition government, PM Modis face was prominently visible and heavily advertised. View this post on Instagram A post shared by BJP - Bharatiya Janata Party (@bjp4india) Leveraging all mediums Besides using a more digital-focused approach, the marketing strategy of the BJP continued its usage of the traditional mediums. The party is harnessing its on-ground popularity by organising rallies, roadshows, and prioritising grassroots-level mobilisation to consolidate support at the grassroots. The party's extensive network of volunteers, cadre, and affiliated organisations play a pivotal role in voter outreach and organising events at the local level. View this post on Instagram A post shared by BJP - Bharatiya Janata Party (@bjp4india) Traditional media vis-a-vis TV news channels have been significantly used by the BJPs marketing to tap into the major section of India that previously voted for the government. Along with that, the party used the influence of the out-of-home (OOH) medium by placing ads on billboards across the country in key locations. View this post on Instagram A post shared by BJP - Bharatiya Janata Party (@bjp4india) A series of campaigns were launched in the months leading up to the elections to re-emphasise the partys promises and previous achievements. One campaign titled Vote ki Guarantee features people praising the schemes brought in by the government and promising to cast their vote this time too considering the future promises of the BJP. Similarly, another campaign titled Kalyug ki Guarantee features ads that feature a recurring message: in this Kalyug nothing has a guarantee except PM Modi who has been working for the country 24x7. It also features the message that the government plans on to revamp India till 2047. A few ads featuring the upcoming schemes that the government is planning to implement were also launched to generate favourable momentum. Another significant campaign launched by the BJP was titled Pehla Vote Modi Ko appealing to young voters who will be voting for the first time this election to vote for PM Modi. Taking a direct dig at the opposition, the party launched a spoof video campaign involving caricatures of opposition leaders. View this post on Instagram A post shared by BJP - Bharatiya Janata Party (@bjp4india) The BJP also spent heavily on print as frequent front page ads were spotted during the months of March and April in prominent mainstream newspapers, building considerable momentum through the traditional medium. Emotive appeal and increased digital communication From January 1 to April 10, 2024, the BJP emerged as the leading spender on Google ads. The collective expenditure of all political parties and their affiliated entities on the search giant since January 1 amounted to INR 117 crore. During the same period, the BJP allocated INR 39 crore to ads on Google, constituting one-third of the total expenditure. Thus, reflecting its heavy artillery and special emphasis on digital platforms. From the time it came into power, the BJP has been adeptly harnessing emotive appeals to evoke patriotic sentiments and cultural pride among voters. Its campaigns have involved the themes of national unity, historical legacy, and cultural heritage, aiming to strike a chord with the electorate's sense of identity and belonging. By tapping into emotive triggers, BJP has been eyeing to foster a sense of camaraderie and solidarity, galvanising support for its electoral agenda. Similar themes have been used this time around and their amplification amped up via the digital medium. The BJPs social media communication went up substantially leveraging its Instagram, X (Twitter), and Facebook following. The party boasts a following of 21.8 million on X (Twitter), 7.7 million on Instagram, 16 million on Facebook, 5.87 million subscribers on YouTube, and an official WhatsApp channel that has 956K followers. Besides this, PM Narendra Modis popularity on digital platforms was strategically leveraged to enhance the reach of the communication related to elections. The leader has 88.7 million followers on Instagram, a WhatsApp channel that boasts a following of 13 million, 23 million subscribers on YouTube, 49 million followers on Facebook, 97.5 million followers on X (Twitter), and a Spotify channel that features his Mann Ki Baat episodes. These massive numbers helped the BJPs marketing significantly giving an established presence on platforms to propel relevant messaging. PM Modis channel on YouTube features exclusive videos from the leaders endeavours. From his recent interview with Bill Gates to exclusive documentaries such as The Vial: Indias Vaccine Story and The Evacuation: Operation Ganga, enough material is posted to keep the digital audience engaged and increase traffic. To engage with younger audiences, the party leverages its social media by posting reels, static posts, and compilation videos. These often feature trending meme templates and involve taking a dig at the opposition. View this post on Instagram A post shared by BJP - Bharatiya Janata Party (@bjp4india) View this post on Instagram A post shared by BJP - Bharatiya Janata Party (@bjp4india) Aiming to connect with the Gen Z voters, the party unveiled a video featuring young people rapping and singing to the beats of an anthem titled '24x7 for 2047'. View this post on Instagram A post shared by BJP - Bharatiya Janata Party (@bjp4india) After unveiling its manifesto for the general generals, a series of video clips were posted across social media each focusing on a particular element of the manifesto. View this post on Instagram A post shared by BJP - Bharatiya Janata Party (@bjp4india) View this post on Instagram A post shared by BJP - Bharatiya Janata Party (@bjp4india)

Infectious Advertisings Nisha Singhania & Ramanuj Shastry on creating an ideas company

On April 1st, 2013, amidst the playful spirit of All Fools Day, Infectious Advertising emerged from humble beginnings on top of a garage. For Nisha Singhania , CEO & Managing Partner of Infectious Advertising, and Ramanuj Shastry , Co-Founder and Director at Infectious Advertising, it was more than just launching another ad firm; it was about birthing an 'ideas company' that would tackle clients' deepest concerns while creating campaigns that were truly 'infectious' engaging, shareable, and swiftly spreading across digital realms. From the very start, we wanted to partner with clients to solve the problems that kept them up at night, remarked Nisha Singhania, reflecting on the agency's genesis. But our work had to be more than just effective; it had to be infectious, added Ramanuj Shastry, emphasising their vision for the agency's identity. This year marks the agency's 11th anniversary in the industry. To mark this milestone, we caught up with Singhania and Shastry to capture the agency's journey from its humble beginnings to its current stature. They delve into the agency's origins, growth trajectory, and standout campaigns. Additionally, they provide insights into the agency's future plans, technological innovations leveraging AI, and more. A Digital Evolution Infectious Advertising started as a mainline, traditional agency. But in 2013, with the blooming digital landscape, the founders quickly realised that to remain relevant in the ever-evolving advertising landscape, they needed to embrace digital at their core. We understood that being digital-first was imperative, noted Singhania. Thus, the agency embarked on a journey of transformation, investing in digital expertise, talent, and technology to seamlessly blend digital strategies with traditional branding approaches. This strategic pivot marked a significant milestone for the agency. However, in the initial days, Infectious Advertising struggled with the issue of finding the right talent. [It was] one of our biggest hurdles, shared Shastry. We needed individuals who not only had the skills but also resonated with our culture, he added. While it was challenging to find the right employees, the agency built a diverse team united by values of teamwork, respect, transparency, and, perhaps most importantly, fun. With a robust team in place, Infectious set out to conquer the advertising world, securing partnerships with a variety of clients like, Under Armour, National Geographic, UltraTech, Tribhuvandas Bhimji Zaveri and more. Shortly after its launch, the agencys first notable work was done for UBQOOL.Com. The campaign comprised three TVCs depicting how the site makes learning fun and easy for kids to master tough subjects like Mathematics, Science, and Geography. When asked about a standout campaign that the agency worked on, Singhania recalls the Baat Ghar Ki campaign for UltraTech which won them their first Effie award. She said, With over 200 videos in six languages explaining the 7 stages of Home building, the campaign helped transform UltraTechs image from that of a cement company to a partner in the home building journey and won us our first Effie. More recently, the brand has worked with a diverse set of brands. From luxury brands like Bonito Designs to social causes like The Hope Concert and Arize - Farmers Prosperity, the agency has done it all. Emerging Trends and AI Integration Infectious Advertising is actively exploring emerging trends in the advertising industry to stay ahead of the curve. One significant trend they are focusing on is data-driven, real-time insight mining. They believe in leveraging this trend to enhance their strategies and campaigns in the near future. Moreover, the integration of AI has revolutionised Infectious Advertising's operations, from campaign ideation to execution. We have embraced AI fully, Singhania said, Be it ChatGPT or MidJourney, our copy and art teams are using the new AI tools to make the work look better. By leveraging AI technologies, the agency has experienced a significant boost in efficiency and creativity, ensuring that its campaigns are not only visually appealing but also highly engaging. Looking Ahead As Infectious Advertising looks to the future, its focus remains; creating campaigns that captivate audiences and ignite conversations. Our goal is to create work that is shared and talked about, remarked Shastry. With short-term objectives centred on recruiting top talent and long-term aspirations aimed at securing partnerships with visionary brands, Infectious Advertising intends to continue crafting stories that leave a lasting impression on the advertising landscape.

How AI is changing the world of Customer Relationship Management

In todays world, as differentiation in products and services reduces, customer experience has emerged as the primary differentiator. Thus, brands are investing significantly in how they engage with their customers, across the entire life cycle, with a strong focus on building up brand loyalty. And the more personalised and contextual the engagement, brand loyalty could be potentially higher. Earlier, it used to take significant effort to understand the customer better, with interaction and proofing data sitting in silos. Today, with AI, this can be the key to create the nuanced experience that differentiates the brand. CRM and AI a continuous loop In most cases, a customer has multiple touch points with a brand for the products and services they are consuming. These touch points and interactions vary by the industry, the use case, and the persona of the consumer. In the automobile industry, once purchased, the interaction may typically happen only once a year when the vehicle is up for servicing. However, since an automobile (in most cases) is a high-involvement product, the quality and depth of the interactions are critical to ensure that the brand experience is not tainted in any form whatsoever. On the other hand, if we are buying groceries, the interactions may happen once in 7-10 days. However, the quality of the products delivered has a higher impact on the customer experience. Similarly, while you may not visit a hospital frequently, the quality of interaction is crucial to building trust with the healthcare provider team. The above examples illustrate how customer experience can vary, and any CRM that helps with this has to capture the nuances specific to the industry. The other point is about the data that goes into building a great customer experience. It is not only the quantity but also the quality (and accessibility) of the data that is available. For most large organisations and reputed brands, one assumes that the technologies are advanced enough for the data to be stored in a structured manner. Admit it - that is not the case! Emails may be stored in one location, voice conversations may be stored in a different format (if stored). And this data may also be unstructured (which is possibly a minor problem to solve). The challenge arises - how does one give that data to a customer service rep to use rapidly (and thats the key - she or he cannot be taking 5 minutes to locate and then decipher the info) to respond to a customer - lets say at a car service centre, or when at a hospital? The CRM journey begins right here. This is where AI comes into play. Customer experience does not start when a customer reaches out for a service issue. Nay, it starts when the customer first connects with the brand. For example, a customer who wants to upgrade their car will reach out to a dealer (or maybe through a website or any other digital means) this is the first touch point. This is followed by a test drive (2nd touch point), the negotiation (third touch point), the delivery (fourth), and six months later, the first service. At each touch point, the auto company can gather vital information through the interactions, and use that to ensure that the experience delivered during subsequent touch points leverages the information gathered during previous touch points. E.g. If the customer shared that he/she likes long drives, then the focus could be on ensuring reliability and upselling RSAs during subsequent interactions. This can be extremely powerful, and further enhance the customer experience ALONG the entire life cycle. So, when a customer calls to book a service, is this information immediately available to the agent? The bigger question is, can the brand associate patterns with a customer and personalise the buying experience? A small thing like the manner of salutation a customer prefers can actually enhance the experience and may even translate to a larger quantum of spending than originally intended. This is where AI comes in with the power to go through a huge quantum of data and pick out these minute nuances to lend the personalisation angle to data. Coupled with Generative AI, the ability to rapidly analyse large volumes of data and provide meaningful insights becomes critical. The potential of Generative AI Gartner positioned Generative AI in the Peak of Inflated Expectations on the 2023 Hype Cycle for Emerging Technologies , projected to reach transformational benefit within two to five years. It is encompassed within the broader theme of emergent AI, a key trend in this Hype Cycle that is creating new opportunities for innovation. While typically, AI has been defined around NLP and structured models, Gen AI opens up a new world of human-like interactions. It doesn't need NLP to be able to go through queries and can be based on Large Language Models (LLMs) making it a lot more powerful. It doesn't need structured data - in a certain form or template. That's the power of generative AI. The quality of insights is far more polished and richer when it comes to Gen AI. To take the leap or not? Everyone is excited by Gen AI; it is in every boardroom and pub today. The question that you should be asking yourself (and Gartners Hype Cycle calls this out) is - is Gen AI what I need right now? The answer is - yes, do it now, and do it fast. The Gen AI Hype Cycle has been shortened a lot, as compared to past technologies. Keep a few things in mind, though: Tech for the sake of tech has no meaning. Steer away from getting caught up in the FOMO. Dont do it because everyone else is doing it, for the sake of doing it, or because someone on the board is asking you to do it. At some point in time, some stakeholder or investor will look at the amount invested in the initiative with no results and jump to a conclusion that AI/Gen AI doesnt work for the organisation. Be clear about the outcomes, and focus on specific use cases, benefits, and impact that you hope to achieve. Get key stakeholders on board . Whether youre going to test a marketing use case or a customer service use case, ensure that your stakeholders are completely aligned and committed to using Gen AI with your CRMs and will work with you to iron out challenges (and trust me, there will be enough - organisations are still learning) as they come up. Design for the future but implement for today. Implement small but design large. Often, teams make the mistake of designing and implementing for the future. If the execution does not go at the scale that is planned, it may end up looking like a failure. Instead, demonstrate early successes, and scale up as you go past the success metrics defined. Course correct quickly. For a lot of tech, you start going down a certain path and broadly remain on that path for an extended period before results become apparent. But with Gen AI, things are changing rapidly and the ability to quickly adapt based on new developments is extremely critical. AI is here to stay and not going anywhere, but deeper into our lives. It can transform not only the quality of customer experience but also do that at a much lower cost (or increased value). And if that results in increased loyalty, then there is no further debate. This article is penned by Angira Agrawal , Global SVP GTM & Strategy, Exotel. Disclaimer: The article features the opinion of the author and does not necessarily reflect the stance of the publication.

FCB Ulka announces Hemant Shringy as its new Chief Creative Officer

FCB Ulka announces Hemant Shringy as its new Chief Creative Officer, marking a significant step in the agency's ongoing creative evolution. As chief creative officer, Hemant will be partnering closely with FCB Ulka CEO Kulvinder Ahluwalia to lead the FCB Ulka offices across the country. He will also be a key member of FCB Group Indias creative leadership, collaborating with leaders across agencies to continue to elevate the work across the network. With more than two decades of experience, Hemant emerges as a new-age creative leader, perpetually championing curiosity. His influence inspires brands such as P&G's Ariel, Whisper, Gillette, Visa, WhatsApp and eBay to embrace distinctiveness, guiding them towards the pursuit of creative excellence. On the appointment, Dheeraj Sinha , FCB Group CEO of India and South Asia, said, Our focus on building a new-age agency demands fresh perspectives. At FCB, our goal is to unite top-tier creative talent and demonstrate that creativity serves as an economic multiplier. Hemant s track record of delivering outstanding creative solutions, resulting in brand recognition and business expansion, positions him ideally as the creative helm for FCB Ulka. I'm so excited to join Dheeraj, Nitin, and Kulvinder, along with the entire team at FCB. I can't wait to create a great partnership with our clients that leads to creatively effective work. There is such tremendous work happening around the world, and I think when the right people come together, magic happens. I've seen it. And I have a great feeling about this, adds Hemant on joining FCB Ulka.

Amazon's ad revenue increased by 24% in the first quarter of 2024

Amazon's advertising revenue increased by 24% in the first quarter, reaching $11.8 billion compared to $9.5 billion last year. This growth exceeded analysts' expectations, who predicted $11.7 billion. Net sales increased 13% to $143.3 billion in the first quarter, compared with $127.4 billion in the first quarter of 2023. Although online retail and cloud computing are still Amazon's main sources of revenue, the company sees advertising as a key area for further growth and profit, especially as other areas of expansion slow down. It appears to be fueled by the e-commerce giants move to serve ads by default in Prime Video in multiple markets. In his annual letter to Amazon shareholders this month, Amazon CEO, Andy Jassy, announced that Prime Video has more than 200 million monthly viewers and touted the services addition of advertising starting January 29. In the U.S. alone, the company has told marketers that Prime Video reached an estimated 115 million monthly viewers. To date, Prime Video ads have launched in the United States, the U.K., Germany, Austria, Canada, France, Italy, Spain and Mexico. In the first quarter, Amazon spent $4.6 billion on video and music content, which was higher than the $4.0 billion spent in the same period last year. It was a good start to the year across the business, and you can see that in both our customer experience improvements and financial results, said Andy Jassy, Amazon President and CEO. The combination of companies renewing their infrastructure modernization efforts and the appeal of AWSs AI capabilities is reaccelerating AWSs growth rate (now at a $100 billion annual revenue run rate); our Stores business continues to expand selection, provide everyday low prices, and accelerate delivery speed (setting another record on speed for Prime customers in Q1) while lowering our cost to serve; and, our Advertising efforts continue to benefit from the growth of our Stores and Prime Video businesses. Its very early days in all of our businesses and we remain excited by how much more we can make customers lives better and easier moving forward.

LUX onboards Suhana Khan as brand ambassador

Marking its 100th anniversary, LUX has announced Suhana Khan as the brand's newest ambassador for its body wash range. She represents the spirit of a new generation bold, unapologetic, and empowered. Commenting on her association with LUX, Suhana Khan says, I am truly honoured to be a part of LUX's centenary celebration and to represent a brand that has epitomized beauty and elegance for generations. LUX has not only adorned the self-care rituals of women worldwide but has also been a beacon of empowerment and self-assurance. As they mark this remarkable milestone, I am excited to embark on this journey with LUX, a brand that shares my values of confidence and authenticity. Together, I look forward to inspiring others to embrace their uniqueness. Here's to a century of excellence and to many more years of making women own their beauty. For a century, LUX has redefined indulgence with its exquisite fragrances, challenging conventional beauty standards and empowering women worldwide. Crafted in collaboration with the world's leading perfumers, LUX remains dedicated to inspiring moments of self-care and luxury. With Suhana Khan joining our journey we aim to inspire the next generation of women to embrace self-care rituals and express their beauty unapologetically., said Severine Vauleon , Global Brand Vice President LUX. Launched in 1924, the brand is now present in 100+ countries globally with a legacy spanning back to Hollywood's golden era starring iconic stars like Elizabeth Taylor, Audrey Hepburn, and Marilyn Monroe. From the timeless elegance of Hollywood to the modern-day allure of Bollywood and beyond, LUX has adorned the lives of millions. With a star-studded lineup of ambassadors including iconic figures such as Shah Rukh Khan and power couple Virat Kohli and Anushka Sharma to its illustrious roster of ambassadors; alongside luminaries such as Aishwarya Rai, Katrina Kaif, Shu Qi, Kareena Kapoor, Isyana Sarasvati, and Dilraba Dilmurat, LUX continues to symbolize beauty and femininity on a global scale.

Adobe partners with ethical hackers to build safer AI tools

Adobe has announced an expansion of its bug bounty program, aimed at incentivizing security researchers to discover and responsibly disclose bugs specific to their implementations of Content Credentials and Adobe Firefly, promoting safe AI usage. With an open dialogue, we aim to encourage fresh ideas and perspectives while providing transparency and building trust, stated Adobe in a recent blog post. Content Credentials, based on the C2PA open standard, serve as tamper-evident metadata attached to digital content, offering transparency about their creation and editing process. They are currently integrated across various Adobe applications, including Adobe Firefly, Photoshop, and Lightroom. We're crowdsourcing security testing efforts for Content Credentials to bolster Adobe's implementation against traditional risks and unique considerations associated with the provenance tool, such as potential abuse by incorrectly attaching them to the wrong asset, the blog added. The importance of understanding and mitigating potential risks arising from AI usage was also highlighted in the blog, along with Adobe's commitment to advancing safe, secure, and trustworthy AI, including transparency about the capabilities and limitations of large language models (LLMs). Adobe has long focused on establishing a robust cybersecurity foundation through collaboration, talented professionals, partnerships, leading-edge capabilities, and deep engineering prowess. We prioritize research and collaboration with the broader industry to responsibly develop and deploy AI, read an excerpt from the blog. The company has been actively engaging with partners, standards organizations, and security researchers to enhance product security, with the expansion of the bug bounty program being another step in that direction. Dana Rao, executive vice president, general counsel, and chief trust officer at Adobe, emphasized the critical role of security researchers in enhancing security and combating misinformation. We're committed to working with the broader industry to strengthen our Content Credentials implementation in Adobe Firefly and other flagship products, bringing important issues to the forefront and encouraging the development of responsible AI solutions, Rao added. Building safe and secure AI products starts by engaging experts who know the most about this technologys risks. The global ethical hacker community helps organizations not only identify weaknesses in generative AI but also define what those risks are, said Dane Sherrets, senior solutions Architect at HackerOne. We commend Adobe for proactively engaging with the community, responsible AI starts with responsible product owners.

WPP India onboards Priya Barve as the Client Lead for HUL

Priya Barve has joined WPP as Indias Client Lead for Hindustan Unilever Limited. Priya brings over two decades of experience in advertising and marketing and has held leadership roles with Google, Mondelez, and Leo Burnett across Asia-Pacific. She brings a rich and diverse perspective on communications and media, having worked on both - the agency and client side, as well as with tech platforms. She also encompasses a rich knowledge of the fast-changing consumer and digital landscape in emerging markets across Asia. Passionate about F&B, outside of work Priya is best known for having participated in MasterChef Asia in 2015. Commenting on the appointment, WPP Chief Client Officer for India, Shubha George , said: A consummate professional, Priya brings a wealth of experience in aiding business success and digital transformation, as well as key local insights that needed to win in many Indias. HUL is one of WPPs key clients, one with whom we have had the pleasure of working with for a number of years. We are delighted to see Priya joining the team to lead such an important client relationship and look forward to driving further business growth and innovation together with Unilever.

Decoding Virat Kohli's brand endorsement journey

He wasnt just the best option. He was the only option that made sense. This is what Noises CEO & Co-Founder Gaurav Khatri had recently said about onboarding Virat Kohli as their brand ambassador. With a brand valuation of 176 million U.S. dollars, Indias favourite skipper hasnt just won millions of cricket fans hearts but is also very well known for his brand deals, making a prominent mark in the brandverse. In 2022, Virat was the second most-valued celebrity in the country. Starting from chocolates, soaps, hair care, nutritional products, smartphones, automobiles, and many other categories, Virat has been the face of a variety of brands over the years. On the field, he is aggressive and focused on bringing the cup back home and his leadership qualities shine through. Off the field, he is charismatic, focuses on fitness and sometimes goofs around, and experts believe all these qualities combined make him an attractive personality that brands want to be associated with. As per an exclusive report shared with Social Samosa by TAM AdEx, the cricketer endorsed 40+ brands in 2023, which was 41% more than the previous year. The report also stated that the toilet soap category topped the list, and HUL was the top advertiser that year with a 66% share of ad volumes. Ram Jalan , a Consultant in Martech and Digital Transformation, said, Brand Virat is an embodiment of a lifestyle that is relatable and achievable off the field while superheroes have a shelf-life, a celebrity who remains a 'commoner' becomes a way of life. In 2013, Virat Kohli claimed the top spot in the One-day International cricket rankings after his performance against Australia, scoring 344 runs. This achievement marked him as the third Indian batsman to reach this position in ODI cricket, following in the footsteps of Sachin Tendulkar and MS Dhoni. Before his major breakthrough, Virat Kohli had been making some appearances in TV commercials. However, he was still trailing behind established brand favourites like Sachin Tendulkar, MS Dhoni, and Ranbir Kapoor. In 2013, there was a notable uptick in Kohli's endorsement deals, with reports stating a 40% increase in his endorsement rates. This uptick led to him surpassing Tendulkar in terms of commercial airtime, marking a notable milestone for the budding brand of Virat Kohli. One of the most notable ads that Virat featured in that year was for Nestles Munch. In the TVC, Virat embodied a character called Balakrishnan Bali who resembled the original Virat. The humorous ad showcased a completely opposite persona of what he was in real life and instantly left a mark on the viewers. In the same year, Virat expanded his portfolio by starring in various ads spanning different categories for brands such as Godrej Cinthol, Celkon Mobiles, Toyota, Fair & Lovely, and others, bringing his total count to 15 brands. Additionally, Virat's annual endorsement fees surged, doubling from Rs. 3 crore in 2012 to Rs. 6 crore in 2013. Evolving qualities In 2014, Virat Kohli captained the Indian team for the first time during the tour of Australia, as MS Dhoni was not part of the team due to an injury. Post Dhonis retirement, Kohli was announced as the captain of the team. After becoming the captain of the Indian team, his popularity among fans gradually grew, and brands started leveraging his captaincy to their advantage. Experts attribute Virat's evolving performance in his professional career as a significant factor contributing to his increasing popularity among brands. Anshu Yardi , Vice President of Business Partnerships & Communication, TAM Media Research Pvt. Ltd said, Kohli's consistent performance on the cricket field enhances his credibility, while his commitment to fitness and strong work ethic make him a role model for many. His on-field aggression and off-field charm contribute to his compelling personality, fostering a deep connection with fans and consumers alike. During the captaincy era, brand Virat Kohli experienced a significant upturn, with an increasing number of companies favouring him for endorsements. In addition to ads showcasing his light-hearted persona, many brands began spotlighting Kohli's serious, focused, and aspirational attributes as a leader. In 2017 , Kohli was the sole focal point in 82% of the advertisements he starred in, more than doubling the figure from 2015, which stood at 40%. In 2023, Duroflex, the mattress brand signed Virat as its brand ambassador. The reason behind this was his lifestyle and dedication to fitness. View this post on Instagram A post shared by Duroflex (@duroflexworld) Sridhar Balakrishnan , Group CEO, Duroflex told Social Samosa, Virat Kohli is widely popular among all kinds of audiences. However, he is a particularly celebrated name among people who value fitness and a healthy lifestyle. He is known for his disciplined schedule and healthy lifestyle. Through him, we are trying to reach out to people who proactively plan for their long-term health and are willing to include an adequate amount of restful sleep in their day-to-day schedule. His passion for his craft, his sheer grit and determination in underwhelming situations, and his commitment to a healthy lifestyle are what make him the perfect brand ambassador. This year, Asian Paints announced Virat Kohli as their newest brand ambassador for the launch of Neo Bharat Latex Paint. Kohli's broad appeal was a significant factor in the brand's decision to sign him as its ambassador. View this post on Instagram A post shared by Asian Paints (@asianpaints) About onboarding the cricket star as the brand ambassador, Amit Syngle , CEO of Asian Paints said, Virat Kohli's popularity is immensely valuable for Asian Paints as it provides us with unparalleled reach and resonance among the masses. As one of the most recognised and inspirational figures in India, his widespread appeal extends across diverse demographics, enabling us to connect with a broad spectrum of consumers, including peri-urban and rural audiences. Global appeal & the Kohli-Sharma effect Today, brand Virat Kohli has gained international recognition, expanding beyond Indian endorsements to reach a global audience. In 2017, Virat was signed by the global brand Puma for 110 crore, marking one of the most significant endorsements in Indian sports history. After eight years, the endorsement is still going strong and he continues to feature in various communication points for the brand. View this post on Instagram A post shared by PUMA India (@pumaindia) View this post on Instagram A post shared by PUMA India (@pumaindia) Ram Jalan said , The brand 'Virat Kohli' has evolved from a cricket icon to an authentic, value-driven endorser. His image has matured, now encompassing luxury and lifestyle brands such as Audi and Puma, reflecting his appeal as a responsible and relatable individual. Apart from being known for his fitness and being a health maniac, Virat Kohlis dynamics with his wife, actor Anushka Sharma has gained a separate fan base of its own. After featuring in an ad for HUL's 'Clear' in 2013 , the couple went on to lend their chemistry to various brands like Manyavar, Hero MotoCorp, Livspace, Shyam Steel Industries and more. In 2023, according to a TAM AdEx report , Virat and Anushka made it to the top 10 celebrity couples endorsers in the Jan-Jun23 quarter. Experts opine that his family-oriented persona is yet another charm that attracts brands and consumers alike. Ram Jalan said, His role as a family man and philanthropist enhances his relatability, adding layers of compassion and integrity. His ability to authentically represent brands related to wellness, lifestyle, and social responsibility positions him uniquely, making him invaluable for long-term endorsements. In Manyavars 2016 ad, Virat was seen remembering his childhood as he shared stories of his family and how Kurta-pyjama remained a big part of his life, seemingly integrating the brand into Virats life. Massive social media reach A quick look at Virat Kohlis Instagram handle will make one realise that out of the recent 10 posts, only one post is about his personal life. Rest nine are brand collaborations and ads. With 268.2 million followers on Instagram, he is the third-richest athlete on Instagram and the only Indian personality in the top 25, according to Hopper HQ, a social media marketing solutions platform. And according to the 2023 Instagram Rich List, Kohli earns $1,384,000 or over Rs 11.45 crore per post. Aditya Gurwara , The Co-Founder and Head of Brand Alliances at Qoruz shared details on Virats Instagram posts in an exclusive report. The report also stated that the primary age demographic of Virats audience is between 18 to 34 years, which makes up 87% of his followers. Although most of his posts are brand deals and paid promotions, the audience sentiment hasnt changed. The comment section of these posts are filled with fans gushing over the cricketer and showering him with admiration and love. Aditya Gurwara believes his fan following is reflected accurately in his post-engagement. He said, The positive sentiment is reflected in the massive support and engagement his posts receive, demonstrating trust and admiration from his followers. This creates a favourable environment for brands, as partnerships with Virat are likely to be viewed positively and gain significant traction. As one of the top celebrities in the country with 40+ brands under his kitty, Gurwara mentions that Virat holds the power to sway consumer preferences, which brands can leverage. He said, As one of the highest-paid celebrities on Instagram, Virat offers brands unparalleled visibility and a substantial endorsement impact. His ability to sway consumer preferences and enhance brand loyalty is unmatched, making him a highly sought-after partner for leading brands looking to amplify their market presence. Apart from ruling the brand endorsement arena, Virat has also ventured into the startup space in the country. Moving beyond the cricketing pitch, he has become a significant player in the space by being an active investor. From sporting, health, F&B and others, Virat has spent his big bucks in quite a few Indian startups, and all these brands equally enjoy the stars brand value to their advantage while marketing. In 2022, Virat invested an undisclosed amount in Rage Coffee, a D2C coffee brand business and has since become the face of the brand. He is seen on its product packaging, ads and social media strategies. View this post on Instagram A post shared by (@ragecoffee_) The same year, Virat Kohli along with his wife and actor, Anushka Sharma invested in homegrown plant-based meat startup Blue Tribe. The brand also welcomed the couple as its brand ambassadors. View this post on Instagram A post shared by Blue Tribe Foods (@bluetribeofficial) Making the most out of brand Virat With his social media presence reaching a vast majority of the world, brand Virat has a lot to offer. Experts jot down some points to remember to get the most out of this popularity. Align with his values: Capitalise on Virat's immense following by aligning products with the values he represents, such as performance, resilience, and style. Focus on themes that resonate: Develop campaigns focusing on themes like performance, resilience, and style, which resonate well with Virat's image and appeal to his fanbase. Utilise targeted social media strategies: Enhance brand visibility and engagement by utilising targeted social media strategies featuring Virat, ensuring a wider reach and stronger consumer connection. Position him at the story's centre: Sometimes, positioning the celebrity at the centre of the narrative is more beneficial than prioritising the brand. Treat the brand as a celebrity fan rather than vice versa. Align content with Virat's persona: Focus on aligning content with Virat Kohlis persona and his followers' interests to maximize resonance and engagement. Collaborate on relevant content: Collaborate on content that highlights Virats fitness routines or other aspects of his lifestyle, naturally resonating with his health-conscious followers. The doe-eyed 20-year-old Virat Kohli played his first match in 2008, stepping in as a filler for injured players. In just six years, he was manning the Indian cricket team as their captain. Just like his on-field career took a massive turn of events, in the ad world, brand Virat has touched massive heights. Today, the cricketing hero has a marketing marvel. From transforming homes to fueling active lifestyles, his influence transcended the sport, making him a familiar face in every household.

Sociowash secures the creative mandate for inDrive

Sociowash has secured the creative digital mandate for inDrive India. The strategic partnership aims to boost brand visibility and growth in the Indian market by leveraging digital platforms. The mandate was awarded following a multi-agency pitch and will be overseen from Sociowashs Delhi office. Sociowash will utilize its creative prowess and strategic innovation to enhance inDrives visibility in the Indian market to unprecedented levels. The focus will be on amplifying the values of fairness and transparency in cab fares, seamlessly aligning with inDrives brand ethos. Through innovative strategic approaches, Sociowash is dedicated to spearheading inDrives market presence, revolutionizing customer engagement, and establishing itself as an industry frontrunner. Speaking on the association, Sociowash Co-founder, Pranav Agarwal , said, At Sociowash, we believe in the power of creativity and innovation to drive meaningful connections between brands and their audiences. With this partnership, we are excited to leverage our expertise to elevate inDrives presence in the Indian market, emphasizing values of fairness, and transparency, and disrupting the monopoly of other players. Together, we aim to create impactfulcampaigns that not only enhance brand visibility but also foster lasting relationships withCustomers. Commenting on the association, Avik Karmakar , Senior GTM Manager, inDrive South Asia said, According to a study conducted by the sensor power data, inDrive is the second-largest ridesharing app in the world by downloads, which demonstrates that the market is receptive to newer and more convenient options. Thats where we come in.Within the dynamic landscape of the Indian market, our dedication to transparency and reliability remains unwavering. Through the utilization of Sociowashs expertise and insights, we are positioned to navigate the competitive space with agility and resilience. We are confident that our combined efforts will yield results that bolster our brands presence and resonance in the Indian market.

WhatsApp Communities to Get New Events Feature, Replies to Announcement Groups

WhatsApp is introducing a couple of new features for Communities that will allow members to participate in newer ways in these groups. Meta, the parent company of the instant messaging platform, announced on Wednesday that it is adding a new Events feature and allowing replies in the Announcement Groups to make Communities more interactive. Events will allow members o...

WhatsApp Communities adds new features

Mark Zuckerberg has announced new features for WhatsApp Communities, allowing groups within a community to create events, simplifying the process of coming together both online and in person. He also announced that community members can now reply to admin announcements in Community Announcement Groups, enabling admins to receive feedback while keeping the groups as a convenient hub to catch up on community updates. Mark Zuckerberg made the announcement via his WhatsApp Channel , saying ' If you're in a WhatsApp Community, you can now create events in your groups and reply to admin announcements. Over the next few months, more groups will be able to create events.' With the launch of the new event feature, users can now plan gatherings directly in WhatsApp, whether for virtual meetings or birthday dinners, with this capability initially available for groups within a Community and expanding to all groups over the coming months. WhatsApp will soon enable replies in Announcement Groups, giving admins a way to receive feedback from their members while keeping these groups as a clean and simple space to follow community news. The replies are bundled and minimized to maintain context without cluttering the main thread, and notifications are muted for everyone to minimize disruptions. Over the next few months, WhatsApp will also continue rolling out new features to Communities and groups, giving users more tools to keep their lives organized on the platform. Updates will be shared through the app's WhatsApp Channel and other communication channels. In India, several organizations, such as Rocket Learning, Project Stepone, and Pinkishe Foundation, are using Communities to stay better connected and organized, with a common goal of driving social impact at scale across the country.

Campaigns that have attempted to break the stigma around mental health over the years

Most of us have often at least once in our life heard the people around us use words like, 'Oh, I'm feeling depressed', and 'Oh, this gives me OCD' without really understanding the meaning, depth and pain these words cause to the individuals that experience them. When someone has depression, it's more than just a bad day. It can mean feeling hopeless, tired all the time, and like nothing is worth doing. Obsessive-compulsive disorder, on the other hand, can make someone feel like they have to do things in a certain way or else something bad will happen. These aren't just phases; they're real challenges that need support and understanding. Fortunately, people are starting to understand mental health a lot more today with some brands using their influence to help. They're creating campaigns to raise awareness and help people understand what it's like to deal with mental health issues. Every year, the month of May is dedicated to Mental Health Awareness Month. Let's explore a few past campaigns by brands and examine how they've addressed the topic of mental health. This listicle compiles some of the most notable campaigns from various brands over the years. Prega News' campaign, #YourSecondHome, tackled the sensitive topic of postpartum depression over six years ago, highlighting the challenges working women face as they balance job responsibilities with the stress of caring for a newborn. While most women in India are still unaware of this sensitive topic, Prega News aimed at making more people understand and realize that it exists. Additionally, Bournvita's 'Get That Message' campaign, launched two years ago, focused on raising awareness about children's mental and emotional well-being. Developed by Ogilvy, the campaign was created in collaboration with The MINDS Foundation. Let's look at some notable past efforts by Indian brands to see how these campaigns have made a difference. Prega News Cadbury Bournvita Bajaj Alliance General Insurance Maybelline The Live Love Life Foundation Mirinda India Medi Buddy Tata Tea Docs App Have we missed listing any of your favourite brand campaigns? Let us know in the comments below or write to us at content@socialsamosa.com.

Instagram shows love to smaller accounts that post original content

Instagram is adjusting its algorithm in a move that will give more prominence to smaller accounts that post original content.

IPL 17 witnessed a 23% decline in ad shares for celebrity endorsements: TAM Report

TAM Sports, a division of TAM Media Research has released its latest report on celebrity endorsement during IPL 2024. It details statistics from the first 37 matches of IPL 2024. According to it, during IPL 17 (2024), there was a 23% decline in the volume share of ads endorsed by celebrities compared to IPL 16 (2023). The report further added that sports personalities claimed the larger portion of brand endorsements, representing 50% of ad volumes, with celebrities from the film industry following closely behind at 36%. When compared to IPL 16, the number of celebrities as well as sports celebrities increased by 45% and 41% respectively. Additionally, the report showcased Aamir Khan reigning supreme during IPL 16 whereas Shahrukh Khan reigned with a 12% share of ad volumes during IPL 17. Of all the 37 matches played in IPL 17 and IPL 16, only Hardik Pandya was the common sports celebrity in the seasons' overall celebrity list. Additionally, the top five categories and advertisers accounted for 75% and 65% of ad volume shares of celebrity-endorsed ads during IPL 17. Throughout the 37 matches of IPL 17, Sporta Technologies was the top advertiser whereas Ecom-gaming was the leading category with two out of five categories endorsed by celebrities overall belonging to the F&B Sector. View the full report here:

Bumble unveils a new logo

Today, the dating app Bumble unveiled a refreshed visual identity and a new global campaign. The campaign coincides with the dating app expanding upon its signature 'Make The First Move' functionality with the launch of Opening Moves . Along with a refreshed look, Bumble is also stepping into a new era by launching a feature that gives women more choices in how they make romantic connections. Opening Moves gives women the option to set a question that their matches can respond to, adding more ways to open a conversation while keeping women in control. Women can use one of Bumbles recommended Opening Moves, or craft their own. According to Bumbles research*, nearly half of women (46%) surveyed on Bumble shared that having more ways to start a conversation would make their dating app experience even better. This brand and product evolution marks a pivotal moment for Bumble, brought to life by a global marketing campaign with high-impact digital and physical out-of-home (OOH) in more than 10 countries, with messaging such as Weve changed so you dont have to. Bumbles campaign also features a new video that recognizes the exhaustion some women feel with online dating when their needs and experiences are not prioritised. We have always taken our lead from the amazing women in our community. Today, they are looking for more choice and ease in their dating life and with the launch of Opening Moves, Bumble is continuing to put womens experiences first, said Selby Drummond, Bumbles Chief Marketing Officer . With this new global campaign, we wanted to take a fun, bold approach in celebrating the first chapter of our apps evolution and remind women that our platform has been solving for their needs from the start. As we roll out these exciting updates to our product, our core principle remains the same: empowering women in every connection and in every relationship. In the days leading up to the announcement, Bumble teased the global launch with a Renaissance-style campaign hinting at the fatigue some women feel online dating. This teaser campaign also featured larger-than-life cloud-themed beds via augmented reality, nodding to the campaign's tired theme , short-form content , projection mapping of the ads onto landmark locations, and social media memes. Closer to home in Asia, the same teaser video was featured on @bumble_indias Instagram, and the accounts profile picture was changed to imagery of a sleepy girl. The campaign also features Flip It , a video hinting at the new changes coming up to enhance womens online dating experiences, while still keeping them in control. In India, the launch will be featured in an OOH campaign in the later half of May in Mumbai, over Bandra's biggest signal and wrapping up malls like DLF Cyber City, and DLF Promenade in New Delhi. Bumble is also rolling out a new app identity which includes a new logo, bolder fonts, and refreshed colors and illustrations. Bumbles data shows that 3 in 4* (75%) women surveyed say the look and feel of a dating app is important to their overall experience and 65% say that the visual identity of a dating app can make it easier to use. The global campaign and new app design were executed in-house by Bumbles Creative Studio.

Ariel's #ShareTheLoad campaign humorously 'helps' men locate basic items in their homes

#ShareTheLoad is a long-running movement by Ariel that highlights the unequal distribution of household chores at home. This year, their campaign HomeTeams #ShareTheLoad is urging men to step up on their home duties to reduce the mental burden of household on women when they are not at home. Furthermore, men frequently phone their wives inquiring about the whereabouts of household items. Queries like, 'Where are the socks?' or 'Where's the salt stored?', contribute to the mental burden shouldered by women managing the household, especially when they're away. According to a third-party study, 75% of women find it challenging to mentally break free from the household chores. As we observe increasing opportunities for women beyond the household, it's these inquiries that tether them mentally to home and hinder them from seizing these opportunities. As a result, Ariel has created 'Home Map', an application designed to assist husbands in locating items within their homes. As part of the launch of the Home Map application, Ariel has collaborated with influencers to show the audiences how the application could be used to help households to #ShareTheLoad. Just as men rely on maps to navigate unfamiliar places outdoors, Home Map enables them to locate items within their own homes. In one of the satirical videos, comedian Atul Khatri jests about the common scenario where husbands, like himself, often rely on their wives to locate everyday essentials around the house, like socks or salt. He playfully portrays his wife as the go-to person for such domestic quests. However, the narrative shifts when the voiceover introduces Ariel's 'Home App', proposing to assist husbands in navigating their own homes, much like a map guides through unfamiliar terrain. Finding the idea amusing, Atul questions whether such an app could actually become a reality, leaving viewers to wonder, Is this really needed? View this post on Instagram A post shared by Atul Khatri (@one_by_two) In another video, actor Neha Saxena's husband interrupts her as she's getting ready, asking for the whereabouts of his socks. Frustrated by this all-too-familiar scenario, Neha turns to the audience, questioning if they can relate to such daily dilemmas. She humorously points out how husbands seem to excel at using apps, suggesting that Ariel's 'Home App' could be a practical solution for them. The video concludes with Neha's husband expressing gratitude towards the 'Home App' for guiding him through his own home. This leaves viewers pondering, 'Is this app really a necessity?' View this post on Instagram A post shared by Shakti Arora (@shaktiarora)

Making packaging inclusive beyond aesthetics

Packaging design is a multifaceted tool beyond aesthetics and functionality; it communicates, shapes perceptions, and connects with consumers. In today's interconnected world, inclusive packaging is essential, resonating with diverse demographics and embracing differences in abilities, cultural backgrounds, and identities. Embracing diversity isn't just a moral imperative but also a strategic business move, enhancing brand loyalty and reputation as consumers seek alignment with their values. Representation and visibility are critical in inclusive packaging, addressing historical underrepresentation and fostering a sense of belonging among marginalized groups. By authentically representing diverse communities, brands ensure their packaging resonates with a wide spectrum of consumers, enriching the consumer experience and reinforcing inclusivity. Eg: When we launched the serve-ware brand 'Songbird' for modern Indian consumers, we highlighted customizable usage on the packaging. Demonstrating versatility, like repurposing a dimsum basket for serving idli, reflects innovation and value, resonating with value-seeking Indian consumers. We integrated visual motifs blending local and global culture, embracing our pride in celebrating local traditions. This cultural inclusivity and sensitivity to local pride can drive significant business success in today's market. Inclusive packaging considers diverse consumer needs, including accessibility features for individuals with disabilities and varied sizes to accommodate different households and lifestyles. For instance, when designing packaging for the 'Enkay' brand of handmade rugs for the USA market, we prioritized ease of transport and sustainability. Our packaging utilized a sustainable canvas of different grades, with added support bands for carrying heavy rugs and a waterproof lining for future use as a laundry bag. The consumer goods industry especially faces challenges in achieving truly inclusive packaging practices, hindering efforts to embrace diversity and perpetuating stereotypes. For example: Hair product packaging always shows unattainable perfect and voluminous hair, often created with wigs & extensions. Lack of representation in packaging designs overlooks the richness of different cultures and identities, leaving consumers feeling alienated. Stereotyping and bias perpetuated through packaging reinforce societal norms and limit consumer choice, contributing to discrimination and inequality. Additionally, accessibility issues for individuals with disabilities are often neglected, exacerbating social exclusion. Addressing these challenges requires a concerted effort from both brands and the broader industry. This may involve incorporating diverse perspectives into the design process, challenging stereotypes, and actively seeking feedback from underrepresented communities to ensure that packaging reflects the full diversity of the human experience. For example, when we were launching a new brand of waterproofing solutions Go-Dry our packaging had to also be designed for blue-collar workers who often buy these products. We brought alive the USP and what the product does visually with simple but impactful graphics such that it could even communicate without words for people who couldn't read. A few ways to do this: Expanded Market Reach by Catering to Diverse Demographics: Inclusive packaging opens up opportunities for brands to tap into new and underserved markets by catering to diverse demographics. In India, this means more localised packaging that can cater to our smaller towns. Improved Usability and User Experience: By incorporating features such as easy-open seals, larger font sizes, tactile cues, and ergonomic designs, brands can ensure that their products are accessible and usable by everyone. For example, when we were launching a new brand Aquaclear for PepsiCo, while most of the competition spoke of the physical aspect of water, no one spoke of the psychological & emotional benefits of water, we saw that as an opportunity. We set the brand premise in mental and physical clarity, using a Crystal visual device. To succeed, you need to be Crystal Clear. Since its launch, Aquaclear not only grabbed market share but also was voted as the most innovative brand of Zambia in the year 2013. Conduct Thorough Research on Target Demographics: Begin by conducting comprehensive research to understand the diverse demographics of your target audience. This includes demographics such as age, gender, ethnicity, cultural background, socioeconomic status, and disabilities. Utilize qualitative and quantitative methods, including surveys, focus groups, and market analysis, to gather insights into the preferences, values, and needs of different consumer segments. This research forms the foundation for designing packaging that resonates with diverse audiences. For example, When PlusOne collaborated with a dairy plant in Cherepovets, Russia, we tapped into the region's rich history and local heritage. The Volga's significance and Cherepovets' legacy of providing milk evoke strong childhood memories for locals. Leveraging the nostalgia for rural life and natural goodness, we named the brand 'Goodness Farm' in 1932. Our circular packaging design resembles a quality seal, symbolizing authenticity and unity within the region. This distinctive architecture not only enhances product appeal but also reinforces our brand's values, bringing all products under one umbrella while driving value back to the mother brand. Avoid Stereotypes and Depict Diversity Authentically: Strive to depict diversity authentically by representing a range of identities, experiences, and perspectives which are inclusive and respectful of different cultures, genders, abilities, and backgrounds. This may involve featuring diverse models, spokespersons, and imagery that reflect the real-world diversity of your target audience. Prioritize Accessibility Features for Individuals with Disabilities: Consider incorporating features such as easy-open seals, tactile indicators, larger font sizes, and clear labeling to accommodate a variety of needs and abilities. Consult with experts in accessibility and inclusive design to ensure that packaging meets the needs of individuals with diverse disabilities, including visual impairments, motor impairments, and cognitive disabilities. This article is penned by Gautam Patil , Co-Founder & Head of Design, PlusOne. Disclaimer: The article features the opinion of the author and does not necessarily reflect the stance of the publication.

ETML bags the digital mandate for Manipal Hospitals' International Business Unit

ETML, a Growth Advertising and Analytics Company has bagged the digital mandate for Manipal Hospitals International Business Unit with an aim at promoting medical tourism. This strategic partnership positions ETML to play a pivotal role in Manipal Hospitals' ambitious international expansion by providing high-end performance marketing services and data-driven strategies. Commenting on the win, Raghav Kansal, Founder & CEO of ETML, said, We are excited about this strategic partnership with Manipal Hospitals, as it aligns perfectly with our vision to enhance accessibility to top-tier healthcare services globally. With the help of our strong growth Advertising & Analytics acumen, our primary focus will be on positioning ourselves as a preferred destination for international patients seeking world-class medical care in a welcoming and culturally rich environment. We aim to play a crucial part in guiding the brand towards attaining sustainable business growth. Adding on to this, Madhur Gopal , Head of Marketing, Manipal Hospitals, said, We are condent that our partnership with ETML will enable us to contribute significantly to the growth of medical tourism, providing patients with unparalleled healthcare experiences while showcasing the strengths of both the organizations. ETMLs unique data-driven strategy sets them apart, and we hope that this collaboration would cater to the growing demand for Manipals medical tourism, offering a diverse range of specialized treatments, elective surgeries, and wellness programs.

PUMA onboards Ibrahim Ali Khan as its new brand ambassador

Sports brand PUMA India has announced Ibrahim Ali Khan Pataudi, as its newest ambassador. Under this association, he will front the brands sports-inspired limited-edition footwear and apparel products. In doing so, PUMA will further connect with its young consumers and drive the brand's sports heritage story forward with Ibrahims innate style and passion for sports. Commenting on the association, actor and PUMA ambassador Ibrahim Ali Khan Pataudi said, Given my love for sports such as football, motorsport and cricket, I am extremely excited to collaborate with PUMA. I have always looked up to PUMA athletes such as English footballer Jack Grealish and cricketer Virat Kohli and look forward to the opportunities to engage with them through the brand. I will be working closely with the PUMA team on interesting campaigns and truly hope to carry forward the brands rich legacy. Speaking about the association, Karthik Balagopalan , Managing Director, of PUMA India, said Ibrahim Ali Khans unique blend of sports heritage and cinematic charm perfectly embodies PUMAs ethos of effortless style and athleticism. With Ibrahim onboard, we are excited to reach and deeply engage with relevant audiences, inspiring the next generation of athletes and trendsetters. Ibrahim Ali Khan made his official debut on Instagram today, revealing his association with PUMA in his first-ever post on the platform. His caption Legacy? Ill make my own, made a bold statement and created social media buzz. As part of the launch, the brand also released a series of exclusive images featuring Ibrahim, where he is seen celebrating sports heritage. Keeping up with his passion for sports, Ibrahim will also be seen representing PUMA India at the upcoming Miami Grand Prix, cheering for his favourite racers such as Charles Leclerc.

Google lays off its Python team to cut costs for cheaper labour

Google recently laid off several employees, focusing on its Python section, where the entire team was let go as part of Google's strategy to cut costs by hiring less expensive labour outside the United States. The company plans to set up a new team in Munich, Germany, which is reportedly 'cheaper' labour. The US-based Python team at Google, reportedly consisting of fewer than ten members, was responsible for maintaining the majority of Google's Python ecosystem, ensuring its stability, updating thousands of third-party packages, and developing a type-checker. This follows reports that Google also laid off employees from its real estate and finance departments. Google's Finance Chief, Ruth Porat, informed employees in an email that the company is persisting with broader restructuring efforts as it shifts focus to Bangalore, Mexico City, and Dublin. At the start of 2024, Google also laid off hundreds of employees from various teams, including advertising sales , engineering, hardware, and its assistant teams.

Meta unveils its bonus program for creators on Threads

To boost engagement, Meta is running a limited-time bonus program for Threads. Recently, many accounts have talked about the program, with Meta confirming that invited creators have unique requirements for bonuses. While it's currently limited to U.S. creators, there's a chance it could expand to other regions depending on its success. Meta's support page details the criteria for creators invited to the Threads bonus program. To be eligible, they must have a public Threads profile and follow Instagram's creator incentive terms for bonuses. Meta indicated that bonus eligibility depends on factors like post-performance, measured by views, and the total number of posts. Certain content restrictions also apply. For instance, a post must receive at least 2,500 views to qualify for a bonus. Posts containing copyrighted material, those with no text, or those with artificially boosted views are ineligible. Additionally, Meta specified that posts must not contain watermarks from other platforms like TikTok or YouTube, and brand partnership posts are not eligible for the bonus program. Creators can monitor their earnings through the professional dashboard, but Meta indicated that to receive a bonus payout, they might need to meet a minimum earnings threshold. If they don't reach this minimum, they won't receive a payout, although they might still be invited to participate in future bonus programs. This program could encourage Instagram users with significant followers to post more on Threads, possibly bringing some of their Instagram followers over to the new platform. Instagram already suggests Threads content within its app, leading users to explore Threads. The new bonus program offers a valuable opportunity for creators aiming to build an audience on Threads. However, the monetary incentives may be short-term, as Meta hasn't provided a detailed plan for creators to earn long-term revenue on Threads.

OpenAI extends ChatGPT Memory feature to paid subscribers worldwide

OpenAI introduced a new feature called Memory in February, enabling ChatGPT to retain queries, prompts, and customisations for users. Initially accessible to a limited audience, Memory is now open to ChatGPT Plus subscribers worldwide, excluding Europe and Korea. Memory enhances ChatGPT's responses through two mechanisms: allowing users to instruct ChatGPT to remember specific details and learning from conversations akin to other algorithms in applications. By remembering preferences, ChatGPT can deliver more personalised assistance without constant reminders. While some users may find this level of familiarity unsettling, OpenAI assures that users retain control over what ChatGPT retains and utilizes for further training. Recently, OpenAI updated ChatGPT to notify users when memories are modified, enhancing transparency. Users can manage ChatGPT's memory by reviewing conversations and even prompting it to forget unwanted details. Previously, ChatGPT could recall details during ongoing conversations but would forget them over time or between sessions. OpenAI did not elaborate on why Memory is not available in Europe or Korea. The company plans to extend Memory to ChatGPT Enterprise and Teams subscribers and custom GPTs on the GPT Store, although the rollout timeline remains unspecified.

Tata, Angel One, & Amul are the top 3 most recalled brands of IPL 2024: Report

According to data released by SCORE, an ad effectiveness measurement solution offered by Synchronize India and Unomer, Tata, Angel One, and Amul have secured top 3 their positions as the Top 3 most v isible and recalled brands of IPL 2024. SCORE's comprehensive analysis, which included sampling across Metros, Tier 1,2,3 towns, and tracking of over 200 brands throughout the IPL season, revealed that an average of 15 brands were being recalled by viewers across all properties. The brands' success can be attributed to a combination of factors, including innovative campaigns tailored specifically for the IPL audience, as well as strategic placement across various touchpoints, including player jerseys.

How brand Rahul Gandhi is reinventing itself to overcome the Pappu stereotype

French philosopher and cultural critic Jean Baudrillard in his book Simulacra and Simulation examined how contemporary politics is influenced by mass media and consumerism. He argued that politicians have become increasingly enmeshed in a world of spectacle and simulation, where image and symbolism often outweigh substance and reality. Baudrillard suggested that politicians are now more concerned with managing perceptions and manipulating symbols than with addressing substantive issues of governance. While Baudrillard couldnt be more accurate about his observations, the management of ones image and perception is more important than anything else in todays political setup. Preparations before elections involve setting aside huge amounts of funds, upping advertising expenditures, organising rallies and events, and campaigning from one city to another. Swaying votes means making an impact in the voters mind, making yourself a brand that makes a mark in your target audiences memories and induces more recall than your competitors. Few Indian politicians have managed to undergo as significant a transformation in public perception as Rahul Gandhi. The leader of the Indian National Congress has experienced a considerable shift in his public image over the years, particularly in the last few years. From being branded as a reluctant entrant into politics to attempting to emerge as a vocal advocate for change, Gandhis image has been shaped by a multitude of factors including political dynamics, personal growth, and shifting societal perceptions. Lets dive into how Rahul Gandhi's public image has changed over the years, what factors have influenced the transformation, and where brand Rahul Gandhi stands today. The reluctant scion Rahul Gandhis entry into politics came rather unexpectedly. In March 2004, Gandhi made a political debut by stating his intention to run for the 14th general elections from Amethi, his father's former constituency in Uttar Pradesh, for a seat in the Lok Sabha. This move caught political analysts off guard, as they had viewed his sister Priyanka Gandhi as the likelier and more charismatic successor. His decision sparked discussions about whether the inclusion of a youthful member from India's renowned political dynasty could breathe new life into the Congress party's standing among the country's younger demographics. Right from his initial media interactions, the Gandhi family scion attempted to presen t himself as a unifying force for the nation and criticised the practice of divisive politics in India expressing his commitment to mitigating caste and religious tensions. Rahul Gandhi won the seat and was subsequently appointed as a member for the Standing Committee on Home Affairs from 2004 to 2006. Gandhi's foray into politics was often portrayed as the destiny of a scion rather than a conscious choice. In his initial years in politics, Gandhi appeared reticent and unsure, leading to perceptions of him as a reluctant heir. Critics often derided him for his perceived lack of charisma and political acumen, contrasting him unfavourably with more seasoned politicians. Although Rahul Gandhi was consecutively winning Lok Sabha seats, the public perception about him was not that of a formidable politician who could be viewed as the leader of the largest political party in the country. Besides that, he was associated with the stereotypical tag of being the heir apparent of the INC who lacked political acumen and was yet to prove his mettle. In the first 17-18 years of his political career, Rahul Gandhi was positioned as the heir apparent to the Congress and Indias political heritage. An individual who by virtue of his family's legacy, would automatically assume the role of a leader of the then-largest political Indian party. While he had all the trappings of a regular politician, right down to the white dress code, Rahul Gandhis apparent lack of connection with the Indian grassroots and perceived elitism went against his brand image, remarks Vishaal Shah , Co-Founder, Moes Art. In 2013, Rahul Gandhi was appointed as the Vice President of the INC. Subsequently, he contested from his Amethi seat during the 2014 general elections, winning a consecutive third term. Although Congress suffered a staggering defeat, Rahul Gandhi was started to be seen as the future leader of the party. The Pappu phenomenon The 2014 general elections saw the INC reduced to its lowest tally in decades. Gandhi's leadership came under intense scrutiny, with critics questioning his ability to revive the party's fortunes and provide effective opposition to the ruling Bharatiya Janata Party (BJP). These setbacks contributed to perceptions of Gandhi as an ineffective and uninspiring leader, struggling to assert his authority within the party and on the national stage. Leveraging this, political opponents and online trolls started a wave of discourse labelling Rahul Gandhi as Pappu, a derogatory term suggesting incompetence and naivety. Morphed videos of the leader were circulated along with other fake news to add fuel to the Pappufication of Rahul Gandhi. Memes, cartoons, and social media posts further perpetuated this caricature, perpetuating the perception of Gandhi as a bumbling and ineffectual figure. While most of this 'Pappu' phenomenon is reported to be based on false news and propaganda, it regardless tarnished the image of Rahul Gandhi and made it further difficult for him to assert himself as the leader of the opposition. A common conundrum that surfaces while assessing Rahul Gandhi as a leader is related to the nepotism debate. Would you choose someone who is born into privilege but has relevant education and a degree or someone who knows the problems of the masses first-hand but is not academically and cognitively equipped enough to tackle them? Furthermore, should nepotism be a determining factor in electing a leader so much so that it undermines other aspects of their candidacy such as academic knowledge, leadership skills, and awareness of grassroots issues? But despite all this, its common for the populace to not ponder about the legitimacy of a political leader. Naturally, it only absorbs whatever is projected and disseminated. Thus, the Pappu image kept reverberating in public discourse and was accepted as the reality. So how did the INC and Rahul Gandhi himself tackle it and reposition brand Rahul Gandhi? The leaders own endeavours and the Congress partys communication have played a big part. N. Chandramouli concedes that the Congress leader has been successful in overcoming the Pappu label. He says, Rahul Gandhi has successfully shifted his image from the derogatory Pappu label to that of a serious, vocal leader. This transformation can be attributed to his resilience and the strategic communications by the Congress party, which have showcased his true character and steadfastness in facing challenges, including his unwarranted expulsion from Parliament. Altering brand Rahul Gandhi The work to repair Rahul Gandhi's image began shortly after the 2019 general election, wherein Gandhi had lost his Amethi fortress. The revival of brand Rahul Gandhi has relied upon a number of factors. If you see his political career, 2023-2024, can be called a game-changer period for him when he altered his image to show resilience and political maturity and connect with the masses via his Bharat Jodo campaign. In a polarised country like India, he has his own loyal followers. Brand Rahul Gandhi is perceived to be a metrosexual, suave, peoples person, prince of INC who is now a lot more articulate in presenting his views on issues. There is definitely a shift in his image and Bharat Jodo and speaking at numerous public forums has molded him into a confident, articulate, and assertive avatar. Also guided by the seniors in the Congress Party, says perception management specialist Madhurima Bhatia . N. Chandramouli , CEO, TRA Research and CEO, Blue Lotus Communications, observes, Rahul Gandhi's brand image has evolved from an initial perception of immaturity, highlighted during his first TV interview with Arnab Goswami, to that of a mature, seasoned politician. Today, his brand attributes include resilience, a never-say-die attitude, and genuine concern for the citizens, establishing him as a benevolent figure that liberal India can rally behind. In 2024, we are witnessing Rahul Gandhi 2.0, the political leader who has shed his eliteness and started connecting with the common man and specifically the youth, says Vishaal Shah. He adds that although Gandhi used to lead the youth for the INC in the formative years of his political career, his approach to connecting with the youth today and the way he has placed himself now is different. Rahul Gandhis active campaigning and involvement in grassroots issues have further helped in establishing his public perception. While his speeches in the parliament havent received much mainstream media attention, his fearless raising of voice against undiscussed pertinent issues has added layered dimensions to his personality. Gandhi has been one of the very few political leaders in the country who have been advocating for womens rights and pushing for progressive laws. He came out in support of LGBTQ rights and asserted that everyone possesses the freedom to make their own choices. He emphasised the importance of personal autonomy, citing India's reputation for liberty and expression. Recently, during a rally, he raised the issue of womens unpaid domestic labour that has always been unrecognised by governments. Public perception of Rahul Gandhi has indeed changed; he is now seen as a bold, strong, and capable leader. He is recognised for his outspoken stance on issues like crony capitalism, which has positioned him as a significant opposition voice, Chandramouli adds. This has translated into successfully shifting the public perception of Rahul Gandhi. Dilip Cherian , Founder & Consulting Partner, Perfect Relations Ltd remarks, I think there has been a change. If I were to put it on a scale of 0 to 10, I would say effectiveness is 7. Cherian further asserts that Rahul Gandhi had always been a purposeful leader, he just hadn't received the appropriate attention. His brand has always been one of leading from the front and embodying a certain theme or ideal. From an image perspective, it's important to note that he portrays himself as someone with a clear direction, set by him alone. There's a distinct clarity of purpose in his approach, though it may not be universally understood or widely shared, he adds. Rahul Gandhi of 2019 and Rahul Gandhi of 2024 are two different people. He has shown a lot of positive movement in elevating his image through sheer hard work, focus, and perseverance. Also, his speeches get better treatment and he is moving towards being assertive in his stance and his views on macro local and global issues, notes Madhurima Bhatia. Dissecting Rahul Gandhis changed appearances and its subsequent on his public perception, Bhatia observes, Rahul Gandhi has definitely shifted the perception from a previous flighty image (he would come and go at will earlier) to a more serious image, through focus and perseverance and being within the system, in the thick of politics, through active participation. Dual strategy has worked. First, Gandhi himself has worked on his image (by almost nil focus on expensive clothes and sticking to his uniform of work clothes of white tees and black trousers and sports shoes, being agile, focused and looking fit), focus and hard work and second being guided by the wise and cerebral senior leaders in the Congress Party and managing his public image and assertiveness of his tone. In the past few years, Rahul Gandhi has made extensive use of social media to raise his voice and reach to the masses. In a concerted effort, besides having active accounts on platforms such as X (formerly Twitter), Instagram, and Facebook, he launched his own YouTube channel wherein he posts videos from his expeditions and interviews. His YouTube channel has 4.82 million subscribers. Gandhis Instagram boasts a following of 7.2 million, which he keeps engaged by sharing snippets from his day-to-day political activities. On X, he has a significant following of 25.4 million users. He even has his own Telegram channel as well as the Bharat Jodo Yatra website separate from the INCs own channels. View this post on Instagram A post shared by Rahul Gandhi (@rahulgandhi) Bharat Jodo Yatra and use of mediums The Bharat Jodo Yatra and its successor Bharat Jodo Nyay Yatra have turned out to be a watershed moment for brand Rahul Gandhi. It has helped emphasise his position as a progressive leader to an extent, with a focus on social welfare and upliftment. Dilip Cherian points out three key reasons as to why the expeditions have had a positive impact. First, it portrays him as someone who takes action. Second, it demonstrates a feedback loop in his approach to image creationhe's not just delivering lectures but also actively listening. This attribute is seen as positive. Third, these two recent Yatras are unique endeavours for him. Besides the initial one, he hasn't embarked on anything similar in recent times. This uniqueness adds to his image, portraying it as a journey of discovery combined with a mission to share his vision. So, Rahul Gandhi's image has certainly seen a positive shift. N. Chandramouli shares a similar point of view while also adding that the INCs social media strategy has aided these initiatives. The yatra allowed him to connect directly with the populace, enhancing his image as a determined leader committed to the nation's welfare. The strategic use of social media has successfully conveyed this narrative, reaching a wide audience despite mainstream media's focus elsewhere, he remarks. Dilip Cherian on the other hand has a slightly different perspective on Congress marketing and social media strategy. He gives an elaborate explanation, I don't believe Congress's marketing has played a significant role. What seems to have occurred is that his team has strategized around perceived drawbacks. Their efforts have been notable, with a concerted focus from his inner circle. It's crucial not to conflate this with the broader Congress team. This has largely been his and his team's endeavour. The transition demanded much, and they wisely avoided premature action. They allowed the previous image to naturally diminish before making their move. Timing is paramount in image transitions, and they executed it adeptly. Additionally, he says that the results of the 2019 general elections had an impact on Rahul Gandhis image rather than the other way around. Madhurima Bhatia observes that travelling hundreds of kilometres on foot across the country as part of the expeditions has warmed up the electorate to Rahul Gandhi. Besides these initiatives, Rahul Gandhis choice of medium has also played a role in shaping and changing his image. Vis-a-vis Gandhi, who is taking a more digital approach, brand PM Narendra Modi has been heavy on traditional media since the beginning. On how these mediums weigh against each other, N. Chandramouli says that Rahul Gandhis emphasis on digital media contrasts with Narendra Modis reliance on traditional media. He remarks that this strategic choice reflects their adaptation to different audience reach and media biases. While traditional media remains influential and broad-reaching, its high cost and potential biases have led opposition figures like Rahul Gandhi to leverage digital platforms vigorously. This approach not only circumvents media gatekeeping but also taps into the digital-savvy voter base, providing a fresh and direct communication channel that resonates with younger demographics. Meanwhile, the extensive use of traditional media by Narendra Modi has begun showing signs of audience fatigue, potentially diminishing its effectiveness, he adds. Explaining the factors influencing the INCs choice of mediums Vishaal Shah observes, If one were to consider that positioning brand Rahul Gandhi is a long-term play, then using social media and other digital platforms is the apt way to go for connecting with Gen Z in different parts of the country from varying backgrounds. The emphasis here should continue to be skewed towards digital media but the real impact would come from leveraging digital media that people under 25 use in 2024 and not relying only on legacy digital platforms. Dilip Cherian brings to attention a rather grim reality of the current political setup and its impact on the marketing mediums. He says, The simple truth is that there's little room in traditional media for anyone else. So, he (Rahul Gandhi) doesn't have much of a choice. He has to utilise the space available to him. As to what the future holds for brand Rahul Gandhi, Vishaal Shah expounds, At 53, Rahul Gandhi is a decade younger than Narendra Modi, when he first became Prime Minister in 2014. And Rahul Gandhi is still not 'old' in political parlance and can easily have a career spanning another 25-30 years. The transformation of Brand Rahul into the person we see today seems to be part of a long game from the Congress. As the last wave of millennials in India, moves closer to crossing the age of 30 years and GenZs start defining mainstream culture, the shift in perception is timed at an opportune time when Rahul Gandhi has moved out of the shadows of his parents as well as the past.

Jajabor Brand Consultancy and Australias Evolved Group launch a joint venture

Jajabor Brand Consultancy and Evolved Group have partnered to launch a joint venture called AD VITAM . Evolved Group which has worked with some brands across the globe including Google, YouTube, Unilever, and Under Armour will make its foray into the Indian market with tailor-made offerings with this collaboration. This announcement comes at a time when the India-to-global story is in full swing. This venture aims to further supercharge the India-to-global story by empowering Indian brands with the right tools to dominate the global arena. AD VITAM (which means bringing to life in Latin) will combine the global best practices led by Evolved along with Jajabors deep-rooted hyper-local strategic insights to deliver a market-first communications collective to Indias 571 billion+ digital media market. The new entity will be based out of India and Melbourne with creative teams spread across Singapore, Malaysia, and Indonesia . This collaboration signifies more than just a partnership; it's a strategic response to the evolving communication needs of Indian brands. The venture will not only draw on global best practices but will also weave in hyper-local insights, ensuring that brands resonate authentically with the diverse and discerning Indian audience. It is Indias first transmedia storytelling alliance that will help brands ideate, conceptualize, design, and execute cohesive stories that work across multiple media platforms. The entity will operate at the intersection of integrated communication, motion graphics, presentation design, and video production. Steve Wylie , Founder of Evolved Group , added, Indian companies are making a mark in the global arena. We believe that in the coming years, they will be dominating. Our partnership with Jajabor Brand Consultancy is a strategic move to not just meet but exceed the expectations of Indian brands that are growing at a rapid scale. AD VITAM will be a fusion of creativity and strategy, offering a unique blend of global sophistication and local authenticity . India is a tapestry of stories waiting to be told, and with AD VITAM, we aim to be the storytellers who understand the nuances of this market. The confluence of global best practices with hyper-local insights is the key to unlocking the full potential of brands in India, said Upasna Dash , Founder & Chief Executive Officer at Jajabor Brand Consultancy . AD VITAM is poised to usher in a new era of brand communication in India, where visual storytelling is not just a necessity but an art form.

IPL campaigns 2024: A star-studded affair with a mix of quirky storytelling

The Indian Premier League, a prominent sporting event and an annual extravaganza for advertisers, has commenced with a range of brands unveiling their IPL campaigns for 2024 including official partners and sponsors of teams. This list includes a variety of sectors, including mobile gaming and fantasy sports platforms, sportswear brands, as well as the usual quick service restaurants, online marketplaces, automobiles, and more. While IPL is primarily recognised for its thrilling matches, the strategic use of advertising is equally significant. IPL ads are seen everywhere, from towering billboards to the display of sponsor logos on players' jerseys and extensive online campaigns. IPL is also an annual gala of star-studded ads and so far, 2024 has also seen a heavy focus on celebrities. The fantasy gaming app, Dream11, is celebrating men's IPL 2024 cricket fervor with a star-studded campaign that marries the thrill of cricket with the drama of loyalty. Moving beyond the actor vs cricketer face-off, this year's campaign delves into the heart of personal connectionspitting friend against friend, sibling against sibling, and even in-laws against each other engaging in lively exchanges and witty banter. Featuring an array of cricketers, actors, pop culture icons, and digital creators, alongside revered legends of Indian cricket, the campaign captures the essence of camaraderie and rivalry, all while reinforcing the mantra: Team se bada kuch nahi. Cricketers like Rohit Sharma and Rishabh Pant have already taken to social media to spread the campaign's message. Meanwhile, Cadbury Dairy Milk aims to touch hearts with its #ThankYouFirstCoach campaign, paying tribute to the unsung heroes of cricketthe mentors and coaches. With narratives centered around the first coaches of cricket stars like Surya Kumar Yadav of Mumbai Indians and KL Rahul of Lucknow Super Giants, the campaign crafts a narrative of gratitude and recognition. It transitions from the streets where dreams were born to the grand stadiums where they are realised, inviting fans to join in by honoring their own first mentors. In a significant development this year, Reliance Industries Ltd. (RIL) and The Walt Disney Company have agreed to merge their digital streaming and television assets in India. The entity also has exclusive rights to sporting events like IPL. On the opening day, Disney Star clocked over 16.8 crore viewers while s treaming platform JioCinema broke its previous records, amassing 590 million video views. Here's a look at IPL campaigns for 2024 lined up to score high brand engagement: Dream11 Zomato MakeMyTrip Cadbury Dairy Milk CRED Parle Corporate Fixderma Skincare Frooti Capri Loans SBI Securities Jio Cinema Star Sports The Body Shop India Eurogrip Tyres Smoodh PUMA Appy Fizz Upstox Greenply Plywood My11 Circle Pepsi Bisleri View this post on Instagram A post shared by Bisleri (@bislerizone) Greenpanel Charged by ThumsUp CEAT View this post on Instagram A post shared by CEAT Tyres India (@ceat_tyresindia) Gulf Oil View this post on Instagram A post shared by Gulf Oil (@gulfoil.india) Swiggy View this post on Instagram A post shared by Jagjyot Singh (@aapkajags) EMotorad *This list will be updated as more campaigns follow*

BSH Home Appliances India appoints Pinaki Gupta as the Head of Brand Marketing

BSH Home Appliances Pvt. Ltd. has appointed Pinaki Gupta as the Head of Brand Marketing. In his new capacity at BSH Home Appliances, Pinaki will lead the charge in crafting innovative brand strategies for the brands like Bosch, Siemens, and Gaggenau, all housed under the BSH umbrella. His role includes bolstering BSH's presence in the premium home appliances market in India. Before joining BSH Home Appliances, Gupta held key positions in organizations including Kansai Nerolac Paints Limited, Mahindra & Mahindra Ltd, Lifestyle International Pvt Ltd, Arvind Ltd, and Nilkamal Ltd. His most recent role at Nilkamal Ltd saw him at the helm of preparing and executing strategic roadmaps for the brand across a diversified portfolio of product offerings. He spearheaded the repositioning of the Nilkamal brand and designed a new brand architecture in alignment with the brand philosophy, showcasing his strategic vision and leadership. Commenting on his new role as the Head of Brand Marketing for BSH Home Appliances India, Pinaki Gupta said, I am delighted to join BSH Home Appliances, a globally renowned brand known for its innovation and high-quality customer-centric premium home appliances. I look forward to collaborating with the talented team and leveraging my experience to further elevate the legendary brands Bosch, Siemens, and Gaggenau. Together, we will strive to enhance the brand experience for our customers and reinforce our position as leaders in the premium and luxury home appliances segment.

Leo Burnett India appoints Anirban Roy as Chief Strategy Officer

Leo Burnett India, part of Publicis Groupe India has strengthened its senior leadership team with the appointment of Anirban Roy as Chief Strategy Officer. Roy will report to Amitesh Rao, CEO, of Leo Burnett - South Asia. The appointment comes on the back of the agencys growth and success in India. Roy is known for his ability to challenge the status quo and steer brands by keeping things simple yet impactful. He has worked for 21 years across some organisations including Ogilvy, McCann and most recently Wieden & Kennedy where he served as Head of Strategy, India. During his career, he has steered brands such as Amazon, Maggi, Jio 5G, Titan, BMW, Yum Foods, Coke, Sprite, and Bingo! - to name a few. Commenting on the announcement, Amitesh Rao , CEO, of Leo Burnett, South Asia shares, The appointment of Anirban is a significant milestone for the agency as it brings together cohesive strategic leadership to Leo Burnett which will play a critical role in our growth ambitions. Anirban brings a wealth of experience, great leadership acumen and a tenacious commitment to excellence which will not only benefit our existing brand partners but help us drive our new business growth plans. He has a proven track record of success, and I am sure that given our diverse set of brands, partnered with his expertise, will set the bar high for the future. Rajdeepak Das , CCO, Publicis Groupe, South Asia & Chairman, Leo Burnett, South Asia adds further, What sets Leo Burnett India apart is our approach to creativity which has always been rooted in people and purpose. Anirbans appointment reinforces our commitment to our strategic approach to creativity. I would like to welcome Anirban to the Leo Burnett family. Commenting on his appointment, Anirban Roy , Chief Strategy Officer, Leo Burnett Indiasaid, Leo Burnett is a remarkable brand which has steadily built a pool of top tier talent, creative momentum and has earned a reputation for doing award-winning work that moves the market. These ingredients, along with the stellar leadership team & the enviable client roster are what drew me to Leo Burnett. I am excited to see what we can do together to unlock fame and growth for the brands we serve.

A lost cause: What makes a social awareness campaign truly successful in todays age?

How can a brand raise awareness about cancer? While recent examples would go to show it can be done by creating fake scenarios like the controversial Poonam Pandey cervical cancer gimmick, there are several cancer awareness campaigns that have garnered eyeballs for the right reasons. The estimated number of breast cancer cases in India during 2012 was 1,45,000 cases with an age-standardized incidence rate of 25.8 per 100,000 women. The estimated number of deaths in India in that year was 70,000. Philips India with Ogilvy & Mather India launched the Husbands Initiated Movement (HIM) to raise awareness about breast cancer. Targeted towards married couples, the campaign urged husbands to take up one household chore and give wives 10 minutes to practise self-examination. It was facilitated through www.himiniative.com, a website where husbands could select one chore and send the breast self-examination kit to their wives through a personalised e-mailer. A film titled The Silent Couple was released, narrating the story of a deaf and mute couple, emphasising that action is more important than words. Social media engagement on Twitter and Facebook, along with print and outdoor advertising with FAQ activities helmed by oncologists and celebrities on NDTV drove traffic to the website. The result? The website received 1,51,896 visitors as husbands emailed 20,250 self-examination tests through the website, 2,200 of them downloaded the self-examination test while 800 of them shared selfies of doing household chores to encourage wives to spend time in self-examination. The campaign organically reached 9.3 million through social media, gaining 670,000 views on YouTube and 168 million impressions. The Ministry of Health solicited the brand to extend the campaign to rural areas and to states where breast cancer mortality rates are higher. While this was a CSR campaign, it aimed to drive change through action, just like a government-driven campaign. Take the Polio Eradication campaign. India began administering the polio vaccines in 1978; however, it took India decades to be successfully declared polio-free in 2014. A major reason behind this is a highly revered social campaign. In 2002, UNICEF approached the Bollywood actor Amitabh Bachchan to be the ambassador for the polio vaccination program in India. Since then, the celebrity has been the face of the polio program. Over the years, the branding for the awareness program changed as per the needs. The tagline, Do boond zindagi ki advocated the importance of the two drops of polio to the community and was followed by Har bachcha har bar and Aapka bachcha har bar . Posters and banners with the message jahan bhi jao, jahan bhi raho, polio ki khurak zaroor pilao aimed at reaching out to the most vulnerable migrant and mobile populations. Since there was reluctance in rural mothers to walk up to the vaccination camps set up by the government, Bachchan was suggested by adman Piyush Pandey to speak sternly, according to a report . Soon after the Do boond zindagi ki advertisement was aired, mothers started showing up at Pulse Polio camps in all of rural India. When they were asked what made them come to the camps, most of them said that they thought Amitabh ji had become angry, and they didn't want to anger him further. Following the consistent effort, in January 2011, the last case of polio was reported in West Bengal. Three years after the report, India was declared to be polio-free by the World Health Organisation (WHO) on March 27, 2014. Why do brands launch social campaigns? Government-driven awareness campaigns have the onus of making sure the community is acting upon the message delivered. For brands, it is most likely a bid to work on their CSR initiatives to build on their reputation. Sai Ganesh Sai Ganesh , Brand Consultant mentions that an advertising agency partaking in such campaigns does it for two reasons. These campaigns serve two purposes - to allow creative teams to showcase their work and to gain recognition in advertising awards. The work for non-profit organisations like hospitals, old age homes, etc, is a typical playbook for ad agencies to get recognised. However, I've noticed a decline in this type of advertising. While it interests those in the advertising and marketing fields, it may not have as much impact on consumers unless it's exceptionally creative or relevant from a marketing perspective. Its important to note that consumers expect brands to be genuine and authentic in social support; they do not feel brands should tailor their social engagement to their consumers beliefs but rather support causes and issues that align with the brands mission and values, according to data from Mintel Reports US . One such campaign is the Red Ramp Project that built a ramp for physically challenged individuals. It garnered a lot of recognition and was particularly impactful because it addressed the needs of people who couldn't necessarily visit the beach. I think the relatability factor needs to be high for it to work. It has to be relevant in the current context, says Ganesh. Less than 5% of India is disabled-friendly in terms of access to basic infrastructure. Residential buildings, offices, shopping malls, multiplexes and public spaces are mostly inaccessible for the 10 million or so physically challenged people. H&R Johnson, along with Soho Square, aimed to show that adding basic access to public space can make a world of difference if you are differently-abled, be it beaches, temples, stations, airports, coffee shops or cinema halls. They created the Geotagging feature in India and harnessed the analytics of Google Mapping we are getting people across India to tag places they feel ought to be more accessible to all. Going beyond the petition, they struck conversations, using the hashtag Red Ramp Project, and getting people to share their stories. While the video got two million views, a Member of Parliament as well as the Gujarat government carried out an identical activity on a local beach in Chennai and Gujarat respectively. Indias Prime Minister launched the Accessible India initiative and the government reached out seeking partnership for the cause. As governments focus on raising awareness and brands partner with advertising agencies to drive their CSR initiatives, ultimately both bodies are reaching out to the community. But why is the end goal so different? Why not work on cause advertising campaigns that genuinely work towards driving change? What makes a social awareness campaign strong? Anusheela Saha , NCD, FCB India notes, Bring behavioural change and inspire action thats what social awareness campaigns are made for. Anusheela Saha She shares the example of Ariels Share the Load campaign. When it all began, two out of every three women felt there was inequality between men and women in the home. At the same time, 76% of men believed that laundry is a womans job. The brand with its very first #ShareTheLoad ad not only raised the important question - Is laundry only a womans job, but also managed to create a huge impact. Before Ariel began this journey, in 2014, 79% Indian men thought household chores are a womans/daughters job and that outdoors work is a mans/sons job. In 2016, this number dropped to 63% men and by 2018, this had further dropped to 52%. The advertisement led to over 1.5 million Indian men pledging to Share The Load, paving the way for many millions more toward a world where laundry duty isnt dependent on your gender. Emotions are a powerful driver of consumer behaviour. Ads with an emotional appeal perform twice as well as those with a rational appeal in terms of both short-term and long-term effectiveness. Emotional ads create a deeper, more meaningful connection between the brand and the viewer, which can lead to greater loyalty and advocacy, mentions Saha. More and more consumers are expecting brands to be advocates of change. A report by Kantar found that 54% of consumers now expect brands to take an active role in social conversations. For example, STIR India with FCB Group India joined hands for the campaign Untangling the Politics of Hair. Aimed at shedding light on the Mahsa Amini protests in Iran, it highlighted the age-old patriarchy observed in various cultures across the globe regarding a womens hair and captured attention not only within India but also across international borders. The initiative executed by Rohit Chawla and Swati Bhattacharya garnered recognition and support, including the endorsement of Shombi Sharp, the UN Resident Coordinator in India. Generating buzz or driving action When it comes to the metrics of deciding what makes a successful social cause campaign, Saha comments, Share of voice is one of the best ways to judge the success of a social awareness campaign. Mentions over time, sentiments, and content resonance are some of the other things to consider as well. Sarvesh Raikar , Regional Creative Officer, Lowe Lintas - Mumbai states that earlier social marketing was almost always a film. However, he mentions that times have changed. There is a tremendous change in the way social cause marketing is getting approached today. It's no longer about just putting a spotlight on the cause but about driving policy change, changing attitudes, and generating as much talkability . Sarvesh Raikar Today, he says it's a filter, a change in the alphabet and tech innovation. Raikar shares examples of campaigns like Unfiltered History Tour, H for Handwashing and Punishing Signal. However, Raikar states, The yardstick to measure every campaign cant be the same. While fighting the Covid-19 global pandemic, Unilevers Lifebuoy wanted to make sure handwashing gets the attention it deserves. While children have been learning the letters of the alphabet through simple connections with everyday things, the letter H has always stood for common objects like Hat. The campaign changed this from H for Hat, to H for Handwashing. To teach the importance of handwashing not just for children, but for all in life, including teachers, parents, mentors, caregivers, siblings, and grandparents. Raikar shares, H for Handwashing was a campaign that was started by the brand Lifebuoy but went on to become the hygiene campaign for over 60 of the world's biggest NGOs, Governments of 7 countries actually initiated policy change. Over 35 countries participated, and millions of children and school children were impacted. While this was a brand-led campaign, Lifebuoy brought about behavioural change and impacted multiple groups of consumers. A lost cause? In todays digital age where social media plays a pivotal role in shaping a consumers beliefs, Brand Consultant Sai Ganesh states that brands need to be genuine in their communication. If their efforts are seen as inauthentic or merely a way to promote their sales message, they risk being called out, especially by younger audiences. Brands that genuinely stand for social causes tend to attract younger audiences and differentiate themselves from competitors. Social awareness campaigns require strong ethical commitments to support causes genuinely. Simply promoting issues without meaningful action no longer resonates with audiences. Additionally, audiences today are more polarized, with every point of view having a counterpoint. Ganesh reveals that social media amplifies outrage, leading people to call out mistakes quickly. Therefore, social media campaigns must be carefully crafted to avoid missteps and resonate authentically with audiences. Sarvesh Raikar of Lowe Lintas - Mumbai states, Evoking emotion is very important, but it is not always necessary to turn a serious cause into a sob story. When its disguised as content it often works much more for today's generation. Small number, big impact Former Chairman & Chief Creative Officer, 82.5 Communications, Ogilvy Groups Sumanto Chattopadhyay shares that budgets play an important role in reaching out to the audience through social awareness campaigns. Sumanto Chattopadhyay A lot of times social awareness campaigns are not backed by a big media budget and therefore do not have a mass impact. However, such a campaign may be so thought-provoking, that it can inspire change or action in the limited number of people who are exposed to it. And that too is success of a kind. During Covid lockdowns, domestic violence spiked all over the world and in India too, wherein victims were unfortunately locked down with the perpetrators, exacerbating the problem. Chattopadhyay created a social media campaign at 82.5 Communications for the NGO Aangan Trust to raise awareness and to publicise helplines where victims could call for help. While this campaign had a limited scope, the number of calls to the helpline numbers did rise significantly during the campaign period, Chattopadhyay comments. Care for cause or awards? While social cause and awareness campaigns often lead agencies and brands to win awards, this agenda sometimes leads to work that is done merely for eyeballs. Does this approach diminish their overall impact on the intended audience? Sai Ganesh believes it wont impact the brand value, highlighting that today's advertising landscape demands creativity that breaks through the clutter. However, he mentions that consumers today are more intelligent and demanding and they appreciate messages and actions that are genuine and meaningful. Creative teams must raise the bar, as the level of creativity expected today is much higher than in the past. Audiences are selective about the campaigns they engage with and share, preferring those that are truly innovative and groundbreaking. Sumanto Chattopadhyay believes if a campaign is only seen by award juries then people are right to think of it as a scam. However, if an organisation approaches an agency with a brief for an important social cause but dont have a budgetthen I think its alright for the agency to work on it for glory as long as they are making a positive contribution to the cause in some way. He shares an example of the Cleft to Smile campaign that his team created for Operation Smile. Chattopadhyay says that the organisation had no marketing budget but wanted to raise awareness about the important work they were doing, providing free surgeries to children born with cleft, surgeries that turned clefts into smiles. With an aim to raise funds, Chattopadhyay and his team at Ogilvy used regular keyboard characters to create a typable and hence tweetable logo :{to:) to represent #clefttosmile. The initiative was supported by Rajasthan Royals and with their help this logo was tweeted thousands of times. With the help of celebrities including movie stars tweeting the logo, they were able to spread the message to millions of people around the world. With this, the organisation and agency effectively harnessed social media buzz to bring about meaningful change. While this campaign won a Cannes Lion, Chattopadhyay shares that it also made an impact for the cause. Whether social cause campaigns are made to get eyeballs or win a shiny trophy, as long as the brands heart is in the right place and the campaign drives change for the affected groups, it can be considered successful.

Art-E plans to double workforce in the coming quarter

Art-E MediaTech, an integrated marketing and technology agency has announced its robust plans to double its team size. As part of the hiring and growth strategy, the agency will double the employee strength along with the current strength of 150 employees in the coming quarter. Since its inception in 2018, Art-E has bagged several brands as its clients which has further spurred the growth of the agency. In tandem, the agency plans to add more professionals in Paid Media, Technology, Social Media Management; Creative, Influencer Management and Production departments across Delhi and Mumbai. Talking about the hiring strategy, Rohit Sakunia , Co-founder and Partner at Art-E commented, Since our inception we have been able to maintain an attrition rate below 8%, all because of our strategic talent development initiatives. In line with this, our goal is to attract top talent across all vertices to drive innovation and success into all the projects for our clients. In a span of six years, Art-E has continued to maintain a consistent growth trajectory with a 40% CAGR of business growth. It is also continuing to record a 10% hiring rate every quarter and a 20% employee growth rate YOY, resulting in the company strategising the current team expansion plan to support its steady growth. Backed by our culture of business excellence, were confident that our talented team will bolster our company forward, he added. In addition, Art-E is looking forward to collaborating with universities and institutions to identify and nurture young talent. This association will offer enthusiastic students internships and full-time employment job opportunities, which will ensure a pipeline of skilled industry experts to contribute to the companys future growth.

Elon Musk announces possibility of ad revenue suspension on X for creators using bots

Elon Musk, CEO of X, has issued a warning stating that some creators will have their ad revenue sharing paused due to a pending investigation to look into the use of bots to spam likes, replies, and direct messages (DMs). The move comes amid growing concerns about automated bots affecting the integrity of engagement metrics and degrading the user experience. Musk emphasized that the goal of creator payouts is to encourage high-quality content on X, but he expressed concern about reports of users manipulating the system to inflate ad revenue through spamming tactics. In some cases, we are seeing the opposite, where people are spamming the system to generate ad money. That is obviously not ok, Musk remarked. The point of creator payouts is to incentivize high-quality content on . In some cases, we are seeing the opposite, where people are spamming the system to generate ad money. That is obviously not ok. Elon Musk (@elonmusk) April 26, 2024 Musk announced that ad revenue sharing would be suspended for creators found to be engaging in manipulative practices like using bots to spam likes, replies, and direct messages (DMs). This action was taken to maintain the platform's integrity and quality of content. The decision received support from some users with one follower emphasising the importance of promoting genuine and high-quality content, stating that the objective should be to maximise legitimate, quality, accurate, informative, and entertaining content. Yeah the goal could be to maximize legitimate, quality, accurate informative and entertaining content. Ed Krassenstein (@EdKrassen) April 26, 2024 X has faced a growing problem with spam and pornographic bots infiltrating its platform, prompting the company to take swift action to combat these issues and ensure a safe and engaging user experience. The company has been working to address the problem and reduce the impact of these disruptive elements. Elon Musk noted that the surge in bot activity has had a significant impact on the quality of content on the platform. The ongoing crackdown specifically targets those who use bots to create fake engagement and artificially boost their metrics.

Saumya Baijal joins Virtue Worldwide as Director of Brand Strategy

Virtue Worldwide, a creative agency powered by VICE Media Group announces the appointment of Saumya Baijal as Director of Brand Strategy, further strengthening its leadership team in India. Saumya Baijal brings a wealth of multifaceted experience to Virtue. Known for her roles as a feminist, ad woman, bilingual writer, storyteller, poet, radio presenter, theater personality, and activist. Saumya has held prominent positions in major advertising networks including Ogilvy, McCann Erickson, and MullenLowe Lintas Group. Her portfolio includes impactful collaborations with brands such as Absolut, Google, and Fabindia. Saumya has also served on the jury of the Effies for several years an d been an integral part of the Laadli Media Awards for Hindi Journalism jury since 2021. Huiwen Tow , Head of Strategy, Virtue APA C, shared her thoughts on Saumya's appointment, stating , In a world that is more divided than ever before, Saumya is one of those rare individuals that sees the world, not for what it is, but what it can be. She is a force of nature, unafraid to confront the real or challenge the status quo to move the conversation forward in culture. We are beyond ecstatic to have her with the Virtue India leadership team to take us into our next era of growth in India. In response to her new role, Saumya Baijal , the newly appointed Brand Strategy Lead, India commented, I am very excited to be a part of Virtue. The idea of diving deep into constantly evolving culture, extracting the insight, and then giving it a distinct flavour , is a very very interesting challenge. In a world that changes so quickly and so drastically, finding anchors for a brand, embedded in culture, is not only important, but necessary. Virtue understands this, and I can't wait to explore more with the very talented team that has already set up a young, energetic, spirited place, committed to the same endeavour .

Ecom-Gaming dominates ad volumes in IPL 17 with 16% share: TAM Report

TAM India has released its latest report on commercial advertising during IPL 2024. It details statistics from the first 39 matches of IPL 2024. According to it, during IPL 17 (2024), the count of categories and advertisers increased by 51% and 38% compared to IPL 16 (2023). The top five categories present in IPL 17 together covered 46% share of ad volumes with Ecom-Gaming leading the list. Also, throughout all the 39 matches of IPL 17, Ecom-Gaming dominated the category list. The report further states that Ecom-Gaming and Pan Masala were the common categories between IPL 17 and IPL 16. Among the top five Categories in IPL 17, two were from the Food & Beverages Sector. Throughout the 39 matches of IPL 17, Parle Products was the top advertiser during 23 matches and Sporta Technologies was the leading advertiser in 16 matches. Together, the top advertisers added a 36% share of ad volumes in IPL 17. Furthermore, Sporta Technologies, Vishnu Packaging and K P Pan Foods were the common advertisers present in top 5 advertisers between IPL 17 & IPL 16. In the 39 matches of IPL 17, there were 35 new categories and 96 new brands present compared to the same no. of matches in IPL 16. Parle Food Products and Fogg secured first and second positions among the top 5 new brands present in IPL 17.

Social Beat bags digital mandate for Juicy Chemistry

J uicy Chemistryhas assigned its digital mandate to Social Beat. The agency will drive brand awareness and consideration across Juicy Chemistrys product portfolio with creative, innovative, and relatable content. The digital creative mandate was won after a multi-agency pitch process by Juicy Chemistry. The agency will design targeted brand campaigns to boost brand recognition and scale up Juicy Chemistrys revenue by utilizing various digital media channels including Meta, Google, and targeted campaigns with affiliates and Influencers. Vikas Chawla , Co-Founder of Social Beat, said, We are very happy to be associated with Juicy Chemistry. They have an attractive portfolio of products available for the diverse needs of modern consumers. We look forward to providing result-driven strategies that can help them expand their market penetration and achieve desired results. With the brands focus on their digital native target audience, we are positive that we will be able to help them tap the right consumers through the right channels and efficiently amplify their overall reach and business growth in the long run. We look forward to working on innovative ideas for the brand and having a fruitful association with Juicy Chemistry. Pritesh Asher and Megha Asher , Co-founders, Juicy Chemistry said,Our partnership with Social Beat is highly collaborative as our target audience is digital savvy and Social Beat has vast expertise in understanding and efficiently managing the digital movement of consumers. I feel their experience of the digital landscape, understanding of consumers digital behaviour, and insight-driven approach to creative communication, will help us augment our visibility, strengthen our reach and boost our marketing efforts to achieve optimal results. We are excited to partner with Social Beat and look forward to taking our brand to the next level with their help.

Summer cricket fever - A nostalgic journey through time

Hey there, fellow cricket enthusiasts! Let's take a stroll down memory lane as we reminisce about those glorious summer days filled with cricket fever. From the crack of the bat to the roar of the crowd, cricket has always been more than just a sport in India it's a way of life. As a young boy getting coached for cricket, just imagine the excitement of gearing up for a day of cricket at the crack of dawn and heading to Shivaji Park Grounds. The smell of freshly watered grounds, the sound of leather hitting willow it's enough to send shivers down any cricket lover's spine. And let's not forget the ritual of packing your kit bag (that weighed a ton) with all the essentials pads, gloves, bat, water and of course, plenty of Glucon D, a lemon to keep you hydrated in the scorching summer heat. But it wasn't just about playing the game; it was about immersing yourself in the cricketing culture that permeated every corner of the country. Whether you were honing your skills at a formal coaching session or joining in on a pickup game at the park, cricket was everywhere you looked. Fast forward to the present day, and the passion for cricket in India is stronger than ever. With the rise of leagues like the Indian Premier League (IPL), cricket fever has reached a new zenith, captivating audiences both at home and abroad. And it's not just about the players on the field; it's about the fans in the stands, cheering their hearts out for their favourite teams and players. Speaking of fans, let's not forget the role of nostalgia in keeping the spirit of cricket alive. Just like those summer days spent at Shivaji Park, reminiscing about cricketing legends of the past brings a sense of warmth and camaraderie to fans of all ages. Whether it's sharing stories of the Little Masters iconic innings or marvelling at the bowling prowess of Kapil Dev, nostalgia has a way of bringing us closer together and celebrating the game this nation loves so much. Cricket's evolution merges with technology, notably in safety gear. Helmets now feature moulded plastics for better protection, addressing ventilation and vision issues. After Phillip Hughes' tragic death, Masuri introduced a clip-on guard for neck protection, in play since the 2015 World Cup. Bats incorporate carbon fibre handles for enhanced performance. Mongoose is no longer an animal; it is a high-performance bat with a shorter handle. Coloured jerseys, introduced in 1992, mark a permanent shift, tailored for player comfort by sports brands like Nike, Adidas, and Puma. Who would have thought the colour of the ball would change to white and now a pink ball, offering improved visibility under floodlights. Batting pads, like Aero pads, provide lighter, more bacteria-resistant options. Many of these innovations ensure cricket remains safe and exciting for players and fans alike. And let's not forget about the marketing campaigns that have capitalized on the nostalgia of cricket. Brands both local and global have launched ads featuring cricketing icons past and present, tapping into the emotional connection that fans have with the game. Whether it's a catchy jingle or a heartwarming storyline, these campaigns (from air-conditioners to sanitary ware) remind us why cricket is more than just a sport it's a way of life, many refer to it as a religion. Back in the summer of 1985, cricket fever was a grassroots affair, with aspiring players lugging their kit bags to local grounds like Shivaji Park, dreaming of donning the Indian cricket team jersey. Fast forward to IPL 2024, and cricket has evolved into a multi-billion-dollar industry, with the Indian Premier League at its helm. Traditionally, brands clamoured for visibility through sponsorships, stadium ads, and TV commercials. IPL alone rakes over $1.5 billion from just sponsorships and broadcast rights, reaching a staggering 450 million viewers across India and the globe. More than a century after its only prior Olympic appearance, at the 1900 Summer Games in Paris, the sport is officially back on the program for the Los Angeles Games. Just wait to see the seismic shift in how brands engage with cricket going forward. So, as the summer sun shines down and the sound of leather on willow fills the air, let's raise a toast to cricket and the memories it brings. Whether you're playing in the streets or cheering from the stands, cricket will always hold a special place in our hearts a timeless reminder of the joy and camaraderie that summer and nostalgia bring. So, here's to the timeless allure of cricket and the cherished memories it brings. Play on, cricket lovers, play on! this Summer! This article is penned by Krishna Iyer , Director-Marketing, MullenLowe Lintas Group . Disclaimer: The article features the opinion of the author and does not necessarily reflect the stance of the publication.

How to undo reposts on TikTok (and why you should)

Like most social media apps, TikTok allows users to repost content to their followers. Sometimes, however, you want to undo a repost. Here's how.

MakeMyTrip gets Alia Bhatt & Ranveer Singh to share tips for international travel in new ad

MakeMyTrip India has released two new brand films starring its ambassadors, Alia Bhatt and Ranveer Singh. These films highlight the ease and convenience of booking flights and hotels for international travel through MakeMyTrip, targeting both first-time and experienced international travellers. The first film presents Alia and Ranveer as a newlywed couple on their wedding night, still trying to find their footing with each other. The conversation veers towards both sharing their apprehensions about their 'first time'. As the film unfolds, viewers find out that the first time in question is in fact their first time travelling internationally. As a solution, they turn to MakeMyTrip for their flight and hotel bookings, both taking on the planning/research responsibility equally and with great enthusiasm. Additionally, in the second film, viewers are drawn into the middle of a suspenseful scene where Ranveer Singh , playing an international spy/agent, unearths the location of the most wanted person. When Alia Bhatt , his commanding officer, discloses that the mission is in London, Ranveer , with his humorous style, argues that the criminal should be let go as he isnt bad at heart to save himself an international trip. Alia s character senses his apprehensions and introduces him to the MakeMyTrip international booking experience, highlighting its tension-free experience. Raj RishiSingh , Chief Marketing Officer & Chief Business Officer - Corporate, MakeMyTrip said, We at MakeMyTrip believe in making the world more accessible, one trip at a time. In the past few months, we have introduced a suite of tools, features and benefits, some of them industry-firsts, designed for every international traveller, be it a first-timer or a seasoned globetrotter. Our aim is to ensure that everyone can partake in these benefits, making their travel booking and post-sales experience seamless and enjoyable. Our new films highlight the value addition we bring to the table, demonstrating how MakeMyTrip can be a game-changer when it comes to international bookings. The campaigns have been conceptualized by the creative agency, Moonshot and films have been written by Devaiah Bopanna, Puneet Chadha, Deep Joshi and Tanmay Bhat.

Snapchat Q1 revenue reports an 85% YOY increase in small & medium-sized advertisers

Snapchat Inc. has announced its financial results for the quarter ending March 31, 2024, showcasing its revenue along with the application's daily usage, new content to build community, along with its revenue diversification initiatives. Here's a summary along with the key highlights of Q1 of 2024: Revenue and Daily Usage: Revenue amounted to $1.195 billion, marking a 21% year-over-year increase from $989 million in the previous year. The net loss stood at $305 million, an improvement from the $329 million loss reported last year. Adjusted EBITDA reached $46 million, up from just $1 million in the prior year. Operating cash flow decreased to $88 million from $151 million the previous year, and free cash flow dropped to $38 million from $103 million. Community Engagement Growth: Daily Active Users (DAUs) reached 422 million in Q1 2024, a 10% increase from the previous year. Total time spent watching Spotlight content rose by more than 125% year-over-year. The Snap Star program saw significant engagement growth in North America, with over 1,500 new Snap Stars joining in Q1. New creative tools were introduced, including longer video posts, Creative Templates, and AI-powered AR Lens creation. Revenue Diversification Initiatives: Snapchat+ subscribers more than tripled to over 9 million in Q1. The number of small and medium-sized advertisers on Snapchat increased by 85% year-over-year. Sponsored AR Filters launched, allowing advertisers to overlay branded AR content on user Snaps. New and improved Conversions API (CAPI) released to all advertisers, with integration partnerships and a 300% year-over-year increase in CAPI adoption. New brand safety solutions were announced, including a third-party measurement tool and a first-party tool for ad placement control. New developments in Content and Augmented Reality: Snapchat's investments in Generative AI and automation led to a 50% year-over-year increase in ML and AI Lenses viewed. New relationship-centred AR formats like Friend Lenses and Q&A Lenses drove higher engagement and sharing among US Snapchatters. A revamped AR Carousel ranking model boosted discovery, with a 50% increase in new Lenses seen by users since its launch. Improvements in Lens Studio included an AI Assistant for developer support, a Compression tool to optimize assets, and an Animation Curve Editor for enhanced animation editing. Snapchat's Camera Kit technology was integrated at Allegiant Stadium in Las Vegas during Super Bowl LVIII, marking a significant collaboration with the NFL. The value we provide our community and advertising partners has translated into improved financial performance, said Evan Spiegel , CEO. Our large, growing, and hard-to-reach community, brand-safe environment, and full-funnel advertising solutions have made us an increasingly important partner for businesses of all sizes. As Q2 begins, Snapchat anticipates continued growth in its global community, leading to an estimated Daily Active User (DAU) count of approximately 431 million for the quarter. The company is focused on executing its roadmap to deliver enhancements to its direct response (DR) advertising platform, aiming to improve results for advertising partners and drive faster topline growth. Snapchat's revenue guidance for Q2 is in the range of $1,225 million to $1,255 million, suggesting year-over-year revenue growth of 15% to 18%. Given this revenue guidance and the planned investments for the quarter, the company estimates that Adjusted EBITDA will be between $15 million and $45 million in Q2.

Best Social Media Brands: SAMMIE 2024 guidebook

In the ever-changing digital marketing landscape, Social Samosa returns with the sixth edition of the Best Social Media Brands Awards, SAMMIE 2024. This platform celebrates the success of Human Brands that have contributed to the growth of the Social Media Ecosystem. Social media is no longer just about sharing your brand messages, it has become a platform for genuine connections and authentic conversations between brands and consumers. A vast majority of Agencies, Platforms and Tools thrive because of Brands and Businesses who are invested in the power of social media. At its core, SAMMIE Best Social Media Brands is a platform to celebrate the success of Human Brands, that have contributed to the growth of the Social Media Ecosystem. A vast majority of Agencies, Platforms and Tools thrive because of Brands and Businesses that are invested in the power of Social Media. And from that lens, Brands are the true evangelists of Social Media. SAMMIE Best Social Media Brands is a our token of respect and admiration for Influential Brands who lead the pack on Social Media. For the unacquainted, BSMB comprises 23 Main Categories, 30 Special Categories, and 6 Individual Categories. The guidebook also provides a detailed explanation of how to upload the entry with relevant details and material. The Nomination Deadline for the same is 26th April 2024. What is the eligibility criteria? Who can nominate? Anyone working as a brand marketer can nominate himself/herself for the Individual Category. Brands across the above-mentioned sectors can nominate themselves for the awards. For further information, refer to the guidebook here: Now that you have all the information, get started on the nomination processes. To nominate in the Main category, click here and the nominations for the Special category can be done through this link . To nominate in the Individual category, use this link . Have more queries? Write to us at events@socialsamosa.com. In case of suggestions, feel free to drop your comments below.

Meta doubles profit in Q1, observes 7% YOY growth in its user base

Meta's Q1 results reported a remarkable surge, more than doubling its figures. The company's profit for the January-March period doubled, reaching USD 12.37 billion, or USD 4.71 per share, up from USD 5.71 billion, or USD 2.20 per share, in the corresponding period last year. Additionally, revenue experienced a 27% increase, climbing to USD 36.46 billion compared to USD 28.65 billion the previous year. In terms of ad revenue, Meta saw a significant jump to USD 35.365 billion from USD 28.101 billion in the same quarter of the prior year. Moreover, the company noted a 6% rise in average ad prices on its platforms. Meta also observed a 7% year-on-year growth in its user base across its suite of apps, with an average of 3.24 billion users in March across Facebook, Instagram, Messenger, and WhatsApp. However, Meta announced its decision to discontinue disclosing user figures specifically for Facebook. It's been a good start to the year, said Mark Zuckerberg, Meta founder and CEO. The new version of Meta AI with Llama 3 is another step towards building the world's leading AI. We're seeing healthy growth across our apps and we continue making steady progress building the metaverse as well. The company additionally announced plans to boost its capital expenditures mainly attributed to investments in AI. It also anticipates expenses ranging from USD 35 to USD 40 billion, surpassing its previous estimate of USD 30 to USD 37 billion.

How Cadbury collaborated with 140+ sweet outlets across Bengal for Gaane Mishti campaigns S4

Cadbury Dairy Milk partnered with over 140 sweet outlets across West Bengal for its fourth edition of the Gaane Mishti campaign, blending traditional Bengali sweets with Cadbury Dairy Milk. The campaign also featured revitalized folk songs, aiming to deepen the brand's cultural association and drive category development in the region. It included expanding partnerships beyond Kolkata, training traditional artisans, and digitizing the Mishti shops. Execution involved a mix of social media, on-ground activations, TV promotions, and collaborations with online platforms. The campaign achieved significant quantitative and qualitative impact. Here is how it was carried out: Category Introduction The Indian chocolate market is poised for growth, with its size expected to escalate from USD 2.21 billion in 2024 to USD 3.05 billion by 2029, growing at a CAGR of 6.64 % according to a report by Mordor Intelligence . The rise of e-commerce platforms across the country, the easy access to a wide range of domestic and international chocolate products, and the introduction of new flavours and packaging formats is poised to drive the market growth. Brand Introduction First launched in India in 1948, Cadbury Dairy Milk has become synonymous with chocolate for generations of Indians and over time defined the taste of chocolate in the country. Since then, Mondelez India with Cadbury Dairy Milk, has continued to build on its 75-year legacy. Cadburys first cultural infusion was at the back of its association with the campaigns like 'Khaaney ke baad kuch meetha ho jaye' , and 'Shubh Aarambh' . Since the 1990s, Cadbury Dairy Milk has tapped into various occasions by building up cultural nuances and driving relatability for the brand. The brand has leveraged this strategy regionally as well and successfully infused the brands relevance across different occasions, celebrations and rituals. In 2011 the brand introduced Cadbury Dairy Milk Mishti campaign, catering to the inherent love for sweets in Bengal and marrying it with everyones childhood favourite flavour, Cadbury Dairy Milk. What began in 2011 as a simple vote for the best sweet shop in Bengal has evolved into a delightful fusion of essential Bengali elements football, cinema, cricket, and music, over the years through various renditions of CDM Mishti campaign. From the unique union of Cadbury and Misht, commemorating the FIFA World Cup, hosting a chocochef contest, introducing 'Mishti Classics', and more, the journey of Cadbury Dairy Milk and Bengal has been a fulfilling one. Finally, in 2020, the brand unveiled 'Gaane Mishti', blending the two passion points of Bengalis Music and Mishti. Cadbury Mishti marked a significant evolution in Cadbury's engagement with Bengali culture, blending tradition with contemporary creativity. It not only celebrated the rich heritage of Bengal but also underscored the brands commitment to continually evolve and innovate in its cultural connections. With Cadbury Dairy Milk Mishti campaign, the brand initiated an innovative concept of reimagining ten Bengali songs across diverse genres, featuring artists and promoting them through digital platforms. The campaign extended to sweet shops, where signature sweets inspired by the theme of each song were created. Following an overwhelmingly positive response, the brand continued the campaign in 2021, solidifying the association between the jugalbandi (fusion) of iconic Bengali melodies with a modern twist, and the delightful fusion of Cadbury and Mishti. In 2022, seeking to broaden its impact beyond Kolkata, the brand embarked on an expansion strategy, incorporating regional songs and embracing West Bengal's rich folk culture. This approach involved segmenting the state based on its geographical diversity and intertwining it with traditional Mishti offerings, effectively reinforcing the campaign's core concept. Additionally, traditional Bengali sweets were reintroduced under the Cadbury Mishti banner, further enhancing the campaign's cultural resonance. Following the success of its preceding three seasons, Cadbury Dairy Milk unveiled its fourth edition of Gaane Mishti with an artistic tapestry weaving together the diverse flavors of Bengal's sweetness harmonized with the rhythm of its vibrant festivities, portrayed through music. Collaborating with over 140 sweet outlets scattered across Bengal, the brand embarked on a journey to reimagine age-old Mishti, blending it with the enduring sweetness of Cadbury Dairy Milk. Simultaneously, the campaign introduced a melodic ensemble of lesser-known folk songs deeply entrenched in Bengal's cultural fabric, now revitalized with a contemporary twist by skilled music composers. Thus, this latest season ingeniously intertwines tradition and modernity, crafting an unforgettable sensory experience. Summary As part of the fourth season of Cadbury Gaane Mishti campaign, the brand partnered with over 140 sweet outlets from different corners of Bengal to recreate the age-old mishtis and home-made desserts of varied festivals using Cadbury Dairy Milk as the key ingredient. Additionally, five folk songs from five vibrant festivals of Bengal that have been lost in the sands of time have been recreated with modern musical instrumentation - a fusion replete with distinct regional cultural flavours. Further, consumer engagement legs at the mishti outlets have been planned. For instance, tasting their favourite Cadbury mishtis from the different outlets, the mishti lovers can vote for mishtis of their favourite festival through a QR code based voting mechanism available at the participating mishti outlets across Bengal and win exciting gifts from Cadbury Dairy Milk. The 6-week long campaign will culminate with a two-day Mishti Mela (Carnival) around the third weekend of April where the artists associated with the campaign will perform live for the audiences on both days. Along with the performances, the consumers would also get a chance to indulge in savouring mishtis from the participating brands. Objective The objective of this campaign was to drive brand relevance by seamlessly infusing the sweetness of Cadbury Dairy Milk into West Bengals local sweet culture. Further, the campaign also aims to facilitate category development by building cultural and taste affinity in West Bengal and thereby bringing a new cohort of trialists by establishing the cultural association of Cadbury Dairy Milk with meetha. Brief The brief was to strengthen cultural and taste affinity in West Bengal by expanding partnerships with on-ground Mishti outlets beyond Kolkata from 120 outlets in 2023 across 12 cities to 140 outlets across 15 cities in 2024. Further, the objective was to scale the digital property Gaane Mishti. Challenges Navigating the successful execution of our initiatives presented multifaceted challenges. Expanding and onboarding the brands partnership with Mishti outlets beyond Kolkata necessitated meticulous planning. Equally crucial was the task of training the traditional 'Karigars' to seamlessly incorporate Cadbury Dairy Milk into their craft without compromising the authenticity and essence of the traditional mishti . Further, digitizing the Mishti shops on online platforms like Swiggy and Zomato and linking the Mishti creation on the websites to maintain a seamless offline-to-online customer experience was another task to be master Acing technological intricacies was another task due to the transition from traditional ballot-based voting to a WhatsApp Chatbot for finding and voting for favorite Mishti outlets Execution The brand took a multifaceted approach to drive the campaign leveraging social media as well as on-ground activations. The promotional video launched aimed to establish a harmonious connection between Mishti and music, employing a fusion of realism and animation. This approach added life, realism, and excitement but made the experience immersive and engaging in itself. Additionally, five music videos, each tied to one of the five new Mishti offerings, were released on social media as short, engaging clips spanning 10 to 30 seconds to enhance audience interaction. The campaign's reach was further extended through television promotion, leveraging a prominent show in West Bengal 'Dadagiri Unlimited'. Moreover, the brand established 'Gaane Mishti' as a dedicated platform across JioSaavn, Spotify, and Instagram Reels. Collaborations with quick commerce apps such as Swiggy and Big Basket facilitated wider accessibility. Employing data-driven marketing techniques, including a WhatsApp Chatbot feature, users could seamlessly locate and vote for their preferred Mishti outlets. As a grand finale to this celebration of music and sweets, a two-day Mishti Mela (Carnival) was organized, featuring live performances by artists associated with the campaign, delighting audiences across both days. Results The campaign yielded exceptional results across various metrics, marking a significant impact on household penetration, regional growth, and product distribution. Notably, it emerged as the highest penetrated market in the East, with strong year-over-year gains in household penetration attributed to the activation efforts. Retailers and customers provided positive testimonials regarding the qualitative impact of the campaign on consumer preferences and purchasing behavior. Some of the sweet shop owners emphasized the popularity of Cadbury Mishti variants, particularly among children, highlighting swift sales and active participation from customers in voting for their favorite Mishti options. Such testimonials underscore the campaign's success in resonating with consumers across demographics, driving both consumption and engagement within the market. Nitin Saini , VP - Marketing, Mondelez India, said, West Bengal boasts of a rich cultural tapestry of music and cuisine, with Mishti being emblematic of this. For the fourth year, we aim to ride on the overwhelming success of the past Cadbury Dairy Milk Gaane Mishti seasons and elevate this years celebration by capturing the hearts and taste buds across generations, blending traditional sweets with modern twists and lesser-known folk melodies with contemporary arrangements. In Season 4 of the Cadbury Dairy Milk Gaane Mishti campaign, we have partnered with over 140 sweet outlets from various corners of Bengal to reimagine age-old Mishti, by bringing it together with the unforgettable sweetness of Cadbury Dairy Milk. Simultaneously, the campaign introduces a repertoire of lesser-heard folk songs deeply rooted in Bengal's cultural heritage, now revitalised with contemporary flair by talented music composers. Thus, truly weaving together tradition and modernity to create an unforgettable sensory experience with season 4.

Hindustan Unilever rebrands Horlicks and Boost, drops 'healthy' labels

Hindustan Unilever (HUL) has renamed its 'health food drinks' category to 'functional nutritional drinks' (FND). This change comes after the Union Ministry of Commerce and Industry directed e-commerce platforms not to list these products under the 'healthy drinks' category. As a result, HUL brands like Horlicks and Boost are now classified under the new FND category. Previously, the Ministry of Commerce and Industry advised e-commerce sites not to categorize Cadbury Bournvita and similar products as 'health drinks.' This guidance stemmed from the fact that the Food Safety and Standards Act does not recognize a 'health drinks' category. The Food Safety and Standards Authority of India (FSSAI) has advised e-commerce platforms not to categorize dairy, cereal, or malt-based beverages under the 'health drink' or 'energy drink' labels, citing that these terms could mislead customers.

ByteDance leans toward shutting down TikTok in US rather than selling

Despite pressure from the Biden administration to sell the app within a year or face a ban, ByteDance is leaning towards shutting down TikTok rather than relinquishing control. The company views TikTok's algorithms as integral to its operations and is hesitant to sell without them. ByteDance is facing a dilemma over TikTok in the US. A report from Reuters suggests that ByteDance is prepared to exhaust all legal avenues to challenge the legislation, with CEO Shou Zi Chew expressing confidence in winning such a battle. Despite TikTok's relatively small contribution to ByteDance's overall revenues and user base, the company is reluctant to sell to a US-based firm due to concerns about losing control over its core algorithms. The recent bill passed by the US Senate, which threatens to ban TikTok unless sold to an American company, reflects ongoing concerns about data security and surveillance. TikTok's popularity in the US, with 170 million users, underscores the significance of this issue. President Biden has set a deadline for ByteDance to act but may extend it if deemed necessary. Detaching TikTok from its algorithms, considered a trade secret, would be highly complex and undesirable for ByteDance. The company's assets extend beyond just algorithms to include user data and operational aspects. Despite interest from investors, such as former Treasury Secretary Steven Mnuchin, the absence of algorithms could deter potential buyers. ByteDance's valuation, backed by prominent investors, further emphasizes the company's reluctance to part with TikTok without safeguarding its core technology.

Rohit Bhasin of Kotak Mahindra Bank on bringing consumer-centricity from FMCG to BFSI

Picture this: You are a bank competing with some of the largest public-sector banks in the country. You witness a trend: Even though the market interest rates are at an all-time high, a massive one-third part of the total deposits in banks is in low-yielding savings accounts rather than high-yielding fixed deposits. You wonder why is that the case. The answer seems to be the attitude Indians have when it comes to saving money. India has always been a land of savers due to the uncertainty of emergencies. Now that you know the situation, what do you do about it? Your CMOwho has an experience working in FMCGalong with the marketing comes up with an idea for an account which could provide the liquidity of a savings account while also offering the interest of a fixed deposit. Such is the perspective one brings when coming from an industry that sells tangible household products into one that offers financial services. Understanding your consumers needs becomes indispensable when trying to tailor your products accordingly. Rohit Bhasin , President - Retail Liabilities & Chief Marketing Officer, Kotak Mahindra Bank joined the bank a year ago, switching from an illustrious career in the FMCG sector. Bhasins addition to the banks leadership team was driven by the intention of bringing consumer-centricity to the banking sector. Rohit Bhasin has had a diverse career journey, starting in sales and marketing at Unilever before moving to various roles across different regions and brands. His notable experiences include leading initiatives in sales and marketing, such as promoting handwashing with soap to reduce child mortality rates and rejuvenating the image of Ponds. His approach involves understanding consumer needs, creating tailored products, and utilising marketing strategies to meet those needs effectively. In this interview with Social Samosa, he discusses Kotak's marketing strategy, key campaigns, and adaptation to industry trends like digitalisation and premiumisation. Additionally, he highlights the role of AI in marketing and the essential skills for a CMO, emphasising a consumer-first approach and understanding digital channels. Edited excerpts: Can you walk us through your journey in the industry, from your beginnings to your current role as CMO at Kotak? I started my journey in the corporate world back in 1998 after graduating from B-school. I joined Unilever as a management leader and took on various roles across sales and marketing. One memorable experience was as a young sales manager in East Uttar Pradesh, where I led a team older than me. Building rapport and driving thought leadership among them was a significant leadership challenge, but it forged lasting friendships. Transitioning to marketing, I began in brand management, focusing on the laundry sector. I led the brand Rin during a pivotal period when Tide and Ariel entered the Indian market. Crafting a winning portfolio against this competition was a highlight. Later, I moved to the UK to establish a Global Innovation Center for one of our brands, emphasising a global-local approach to product development. Subsequently, I headed the skin business for Unilever in Africa. Recognising the unique needs of African consumers, we tailored products accordingly, leading to a successful venture. Returning to India in 2011, I worked with Lifebuoy on promoting handwashing with soap to reduce child mortality rates. This initiative was personally rewarding, knowing it could save lives. We did the campaign Gondappa, which was one of the first campaigns from India to win at Cannes. Afterwards, I led the Glow and Lovely brand, then known as Fair and Lovely, empowering women through education initiatives. Witnessing the impact of scholarships on rural girls was particularly gratifying. As the global head of Ponds, I faced the challenge of rejuvenating its image among younger consumers. By embracing digital strategies and creating relatable content, we successfully repositioned the brand, achieving strong growth. I had been doing that for 25 years and wanted to do something different. Incidentally, there was a calling from Kotak wherein they wanted someone from the FMCG background to bring consumer-centricity to the banking sector. Drawing from my FMCG background, I aim to shift the bank towards a more demand-driven approach, focusing on consumer needs and tailored products. What prompted your transition from the FMCG sector to BFSI, and how has your experience in FMCG influenced your approach to marketing in the banking sector? The opportunity was wonderful, it was the vision of Uday Kotak, KVS Manian, and Shanti Ekambaram. When we had this conversation a year and a half back about how to build consumer-centricity in the bank, we were moving from more of a supply-side thinking to a demand-side perspective. That was really the trigger for me. I've always been interested in the world of finance and have experience in consumer understanding and marketing. So, am I getting an opportunity to combine the two and apply what I've learned over the last 25 years on household brands to the banking industry? Can we build differentiation and create products and propositions that genuinely meet consumers' needs? That could be very relevant in the industry. The journey has been very interesting; challenging, yet very interesting. It's a cultural and mindset change; Rome was not built in a day. Therefore, we will take time to change culture and mindset. But we've already started on that journey. If you see the last few campaigns we've run since I started, we took a different approach. Instead of starting with our product's features, we began by understanding the consumer's needs. We realised that even though market interest rates were at an all-time high, a significant portion of deposits i.e. INR 65 lakh crores, around one-third of the total, were in low-yielding savings accounts rather than high-yielding fixed deposits. We wondered why people weren't moving their money. When we did more consumer research, we found that India has always been a land of savers due to the uncertainty of emergencies. People were hesitant to lock their money into fixed products. We asked ourselves, What if we could provide the liquidity of a savings account while also offering the interest of a fixed deposit? So, we created ActivMoney as a product that provides higher returns than a fixed deposit while maintaining the liquidity of a savings account. We built a campaign around that, and consumers responded positively by purchasing it in large quantities. We substantially increased our active money in one year, something we hadn't achieved in 20 years, by genuinely addressing consumer needs and raising awareness through the right messaging and channels. Another lesson I learned is that banking is very push-based. So, my current endeavour is to create products based on consumer needs rather than banking activities. If we can do that, consumers will want to buy those products, and they will be successful. The journey involves understanding consumer needs, creating differentiated products and propositions, testing them until they're truly unique, investing in marketing to raise awareness, and using distribution channels to fulfil the demand created by marketing. What does Kotak's overall marketing strategy look like? What is the larger objective behind each marketing activity? What is the tonality that the brand has taken in its communication and the reason behind it? As a financial conglomerate and a bank, we address five fundamental consumer needs. Firstly, we cater to savings requirements. Secondly, we provide solutions for obtaining loans. Thirdly, we facilitate various forms of payments including UPI, credit cards, and debit cards. Fourthly, we offer investment opportunities for those looking to grow their funds. Lastly, we provide insurance for protection against life's uncertainties such as accidents. Now, let's shift our perspective to that of the consumer. Consider this scenario: A young professional has just entered the workforce. Initially, they may not have a strong inclination towards saving, as they are focused on immediate spending. For instance, an early jobber might receive a monthly stipend during college, which they promptly share with family upon starting work. As their income grows, they face the dilemma of wanting to both spend and save. With a monthly salary of INR 50,000, but a desire to purchase a INR 70,000 iPhone, they seek ways to manage their finances responsibly. This might involve seeking discounts or cashback offers to bridge the gap between income and expenditure. To avoid falling into debt, that person may also require access to credit, such as through a credit card or payday loan, to smooth out fluctuations in their cash flow. Eventually, they would aspire to invest in stocks and mutual funds, aiming for long-term financial growth. However, they would need guidance and support to navigate this new territory, preferring an easy and accessible investment platform. Our task is to tailor our offerings to meet these evolving consumer needs. By bundling products and services such as investment options, payment solutions, credit facilities, and savings accounts, we can create a compelling proposition for individuals. Our marketing efforts will play a crucial role in communicating these tailored solutions and driving demand among our target audience. In essence, our strategy revolves around identifying key consumer segments and crafting bundled propositions that address their specific needs. Through targeted marketing campaigns, we aim to position ourselves as the go-to financial partner for individuals at every stage of their financial journey. Could you highlight some of Kotaks key campaigns that have resonated with consumers and contributed to the brand's success? There are a few that come to mind. Kotak is relatively young with a 20-year history as a brand. We began with an iconic campaign focused on investments, leveraging our background vis-a-vis Kotak Securities. Our initial campaign emphasised investment thinking, and as we transitioned into banking, we recognized the primary consumer need: depositing and withdrawing funds. Our next significant campaign addressed the deregulation of interest rates, where we distinguished ourselves by being the first bank to raise rates to 6%. This was accompanied by a series of communications emphasising the benefits of a 6% rate over 4%. We developed the character of Subbu, representing a streetsmart neighbour who is a knowledgeable advisor on financial matters, which became central to our branding for the next decade. Following a major merger, doubling our distribution network, we launched the 'Kona Kona Kotak' campaign to assert our expanded presence across the country. During the demonetisation period, we innovated by enabling customers to open accounts in just three minutes via online processes and video KYC, in alignment with government initiatives. Our 'India Invited' campaign reinforced our inclusive stance, emphasising that all Indians were welcome, regardless of background. Subsequently, we introduced the ActivMoney campaign as well as the senior citizens campaign. Currently, we're developing a new brand positioning campaign, slated for release in the coming months. Kotak 811 has been a game-changer in the digital banking space. How has the bank leveraged social media to drive awareness and adoption of this product? Kotak811 is a digital-only product. You can't open an 811 account by going to the bank. From building awareness at the top of the funnel about the line, as well as digital, we leverage our performance marketing and social marketing to offer an economic proposition. We provide consumers with a link to open the account digitally. We engage extensively in performance marketing; we open close to six lakh accounts a month. We understand the importance of performance marketing in driving the user journey to open the account. Additionally, we are active on social media and digital channels to raise awareness of our propositions, including account opening and other products like credit cards, to drive digital acquisition. When it comes to consumer segmentation, what factors does Kotak consider, and how do you decide on the most effective media channels to reach each segment? Imagine you're my target audience, and I need to map-out how you spend your day. Let's break it down. In the morning, perhaps you start by reading a physical newspaper. That's a challenge for me as more people are shifting to digital. Then you move on to social media, checking out Instagram, following influencers, scrolling through reels. Advertisements on social media become significant here. Later in the day, you might watch TV, say, streaming IPL on a connected device. Maybe on weekends, you go to the cinema. Once I know who my target audience is and their daily routine, I can choose the right channels to engage them. It's about crafting messages tailored to each channel. Remember, scaling from one consumer to millions isn't straightforward. It's a science. We need to carefully plan our approach, ensuring we reach the right people with the right frequency. Understanding media habits helps us drive message delivery and action. What are some recent trends you've observed in the BFSI sector, particularly in terms of consumer behaviour and preferences, and how is Kotak adapting to these changes? One trend that I have noticed is that consumers are moving a lot more towards digital. Its not just happening in BFSI, its a trend that is evident in all sectors be it FMCG, entertainment, shopping, food delivery, etc. In BFSI, consumers are gravitating towards digital. They dont want to visit the bank to take out a loan, get a credit card, etc. And we are tackling that by simplifying consumer journeys. The banking app has thus become our biggest branch. The other trend I am seeing is the disruption of banks by fintechs or other unique-product categories like the platforms Groww and Zerodha. Insurance has been disrupted by the emergence of the likes of ACKO and PhonePe. More lending is being done by fintechs than banks today. Essentially, were seeing people coming up with single-product use cases and building a simplified end-to-end acquisition-to-servicing digital experience on those. And that is where we have been left behind a bit and have some catching up to do so that we can provide all journeys end-to-end digitally to consumers. Banks have the advantage of having all the services in one place but they have not been able to leverage that because they havent been fast enough to move from the physical to digital space. There has been an ongoing trend of premiumisation in FMCG. Do you think that the BFSI industry can move into that direction? A lot of categories are getting premiumised, the same applies to BFSI. The idea of moving up the ladder on premium banking, usage of more premium cards, and upgrading from a zero-balance public-sector bank to a bank that asks you to keep a balance but provides services against that balance are trends we are witnessing. People are willing to pay more premium in order to get better services and experiences. There is a faster growth in wealth management premium banking than at the mass level. What can BFSI learn from FMCG in terms of marketing? One is moving from a supply-side thinking to a demand-side thinking. Dont start from creating a product and finding the right consumer for it but rather identify the needs that the consumer has and build your product accordingly. Second is always search for differentiation, dont build a me-too product. The next thing is to use marketing dollars to build awareness about that differentiated product. A key element is building trust as this category has a deficit of trust. How has AI impacted marketing? How is Kotak adopting it in its marketing strategies? The first best use case of AI is being able to provide better algorithms to build better credit rules and principles. AI can be used to build data algorithms to define the optimal level of credit that you can give to someone. If you can build that optimum level, you can maximise the amount of credit you can give without increasing the risk of delinquency. The other use of AI can be to analyse the past spending habits of a consumer and you could define the right propensity of the consumer for the future. Thus, you can provide the right product to that consumer rather than having a one-product-fits-all approach. Once you have that, one key use of AI could be to design the apt communication strategy for that consumer. Thus it can be used to better understand the psyche of the consumer and tailor customised messaging. How is the role of a CMO changing on an industry level? What do think you are the must-have skills for a CMO? What skills do you believe are timeless? I think the role of a CMO remains the same. It is essentially to use marketing to drive business growth. If you cannot build effective campaigns that do not translate into growth, it is not of any use. Any creativity that does not translate into growth becomes inessential. The CMO is the voice of the consumer in the organisation. Their job is to help the product team to build better products as per the consumer needs. And then build campaigns to drive awareness about those products in the language and personality of the brand. That role does not change. What is changing is the understating of the news channels. Digital is emerging as a new channel. A CMO who does not understand digital, is living in a lost era. It really boils down to how you use digital as a channel to drive awareness and to drive acquisition. Understanding the science of performance marketing is key as it proves to be a cost-effective way of converting people to buy your product. At the same time, it is important to to not lose sight of the top of the funnel awarenessif you do not do that, you will not have a big enough pool to convert from. As both the President of Retail Liabilities - Product and Chief Marketing Officer, what key skills do you believe are essential for success in your dual role? How do you balance the strategic aspects of product development with the creative demands of marketing? I am a marketer who thinks consumer-first. If you keep the consumer at the heart of it, you can do a marketing or a product role quite easily. Always start with the consumer, always be a consumer evangelist, make sure you understand the needs of the consumer and then work with the product team to build the most simplified and delightful product. How has the agency client relationship changed from the time you started? What is a good client brief according to you? A lot of times what happens is that agencies think their job is to do creativity but what they need to understand is that their job is to help me drive business growth. Every penny I spend on creating campaigns, I could have used it somewhere else. So, if Im spending that money on campaigns, it should translate into tangible growth. Successful agencies are those who keep business growth as the output of their creativity and unsuccessful ones those who focus solely on creativity without linking it to business growth. In essence, the agency-client relationship has not changed, it remains the same. Could you share Kotak's long-term and short-term goals in terms of marketing? How do you plan to achieve these goals amidst the evolving landscape of the banking industry? The long term goal is to be the most loved financial brand in the industry and well do that by understating the consumers needs and building relevant products and campaigns. Building optimal user experience across all touchpoints remains the key goal. We want to fulfil the aspirations of the consumers.

Googles Gemini AI could get upgrades such as floating window and live prompts

Google's Gemini AI assistant is set to receive a series of enhancements aimed at bringing it up to speed with its counterpart, Google Assistant. Initially introduced as a voice assistant for Android devices earlier this year, Gemini AI faced criticism for lacking certain on-device functionalities compared to Google Assistant, despite its inherent advantages. However, recent reports suggest Google is actively addressing these shortcomings by integrating new features into Gemini AI. One notable addition is the introduction of a floating window feature, as reported by PiunikaWeb via AssembleDebug. This feature aims to refine how the assistant presents information by displaying it in a floating window over the active app, rather than opening a separate screen. This streamlined approach is designed to minimize disruptions for users, particularly for queries that don't necessitate extensive text generation. Additionally, a feature dubbed Live Prompts is reportedly in development, as detailed by Android Authority via AssembleDebug. This functionality appears to offer prompt scheduling capabilities, enabling users to automate tasks and create routines similar to those supported by Google Assistant. For instance, users may be able to configure Gemini AI to deliver weather updates at specific times. Moreover, Gemini AI may soon support file uploads, including PDF documents, as noted in a report by Android Authority. While this feature is currently inactive, it is speculated that Gemini AI could analyze uploaded files to provide summaries and answer related questions. However, it remains unclear whether this capability will be accessible to all users or limited to Google One AI Premium subscribers. Lastly, Gemini AI is poised to gain real-time generation capabilities, according to PiunikaWeb. This feature would enable the assistant to generate text responses in real-time, line by line, reducing the waiting time for users. A button to activate this feature was reportedly discovered within the app by AssembleDebug. Overall, these planned enhancements signify Google's commitment to refining Gemini AI and expanding its functionality to better compete with established assistants like Google Assistant.

Joe Biden signs bill paving way for TikTok sale or ban in the US

President Joe Biden recently signed a bill that could have significant implications for the future of the social media app TikTok. The bill, which is part of a larger foreign aid package, stipulates that if TikTok's Chinese parent company, ByteDance, doesn't divest ownership of the app within a year, the app could face a ban in the United States. This move comes amidst growing concerns among policymakers about potential national security risks associated with TikTok's ownership by a Chinese company. Many fear that the Chinese government could exploit TikTok's vast user base for espionage or propaganda purposes. While the bill was initially met with resistance in the Senate, it gained momentum when it was packaged with foreign aid provisions for American allies. This strategic move forced the Senate to consider the bill alongside the aid package, ultimately leading to its passage and enactment into law. Under the new law, ByteDance has a nine-month window to divest ownership of TikTok, with the possibility of a three-month extension if there is progress towards finding a buyer. However, ByteDance has indicated that it plans to challenge the law in court, a move that could potentially delay the enforcement of the ban. The situation also raises questions about how China will respond to the pressure to divest TikTok. There are concerns that China may not allow ByteDance to sell TikTok, especially its proprietary algorithm, which is a key component of the app's success. In response to the bill's passage, TikTok's spokesperson Alex Haurek emphasized the company's commitment to providing a safe and enjoyable platform for users of all backgrounds. They also expressed confidence in their ability to navigate the legal challenges ahead and ensure TikTok remains accessible to its millions of American users. Meanwhile, TikTok's CEO Shou Chew condemned the ban, characterizing it as an infringement on the rights of TikTok users to freely express themselves on the platform. He stressed that TikTok is more than just a Chinese-owned app and plays an important role in connecting people and fostering creativity worldwide.

Anupama Ramaswamy, Ashish Chakravarty & Rajdeepak Das appointed as jury chairs for The Abby Awards 2024

Anupama Ramaswamy , Chief Creative Officer, Havas Worldwide India, Ashish Chakravarty , Executive Director, and India Head of Creative, for McCann Worldgroup and Rajdeepak Das , Chief Creative Officer, Publicis Groupe, South Asia and Chairman, Leo Burnett, South Asia, have joined as the Jury Chair's for Still Digital category, Audio category, and Film category respectively, at The Abby Awards 2024 powered by One Show. Anupama Ramaswamy, Chief Creative Officer, Havas Worldwide India has been appointed Jury Chair of Abby Awards 2024 powered by One Show in the Still Digital category. Anupama Ramaswamy is touted as one of the most celebrated creative minds in the country. She has made an indelible mark through her work, passion for art direction and pure play advertising. Throughout her career, she has worked with some of the agencies in India and several global brands across sectors including Maruti Suzuki, Reckitt, Ikea, Vivo, Paytm, Subway, Tata Tea Digital, Samsung Mobiles, Airtel, Dabur, Lacoste, and many more. Her recent campaigns, which include the Paytm Divide and Chotu, made her win the One Show, a couple of Spikes, and New York Festivals and she was also featured as one of the Impact Creative Stars '21. During her stint at JWT Delhi as senior creative director, Anupama led the Delhi office to its first Cannes Lions and Clio Gold. She has also been a recipient of awards including Cannes Lions, Clio, Adfest, New York Festivals, Abby, Effies, Spikes, Global Healthcare Awards, IAA Awards and The One Show and her work for Fuji Film has been featured in the prestigious Gunn Report as one of the top 20 most awarded print campaigns in the world. Anupama Ramaswamy has been on the jury of several awards like The One Show and Spikes Asia and the grand jury at AME awards, and New York Festivals. Additionally, Ashish Chakravarty, Executive Director, and India Head of Creative, for McCann Worldgroup, has been appointed Jury Chair of Abby Awards 2024 powered by One Show in the Audio category. Ashish has worked in most of the major agency networks and on some of the biggest global, and Indian brands. He is the recipient of more than 400 national and international awards on advertising shows like One Show, Cannes, D&AD, Clio, Ad-fest, Spikes, Kyoorius, and Goafest, among others. Ashish Chakravarty has served as jury or jury chair, at many international advertising awards, as well as all the top Indian award shows. He has been recognized as one of the top 10 Creative Directors in India by the Economic Times and was also ranked among the top ECDs in the world in industry rankings. Similarly, Rajdeepak Das, Chief Creative Officer Publicis Groupe, South Asia and Chairman, Leo Burnett, South Asia has been appointed Jury Chair of Abby Awards 2024 powered by the One Show in Film (below 1 minute)category. Rajdeepak Das firmly believes that the true potential of creativity and technology is finding human-centric solutions for the biggest brands because whats good for people is good for brands. And his body of work reflects his vision for creativity. He was the force behind the iconic work for P&G Whisper Touch the Pickle - one of the first social movements to break the taboo around periods in the Indian sub-continent. His recent work for Whisper the Missing Chapter which won him a Grand Prix in Sustainable Development Goals at Cannes Lions 2022 an award which is very close to his heart as it made a real difference in the lives of young girls by breaking period taboos and getting the chapter on periods added in school books, helping 23 million girls stay in school. He and his team gave every Indian a piece of national treasure, by building Bajaj motorbikes out of the legendary warship INS Vikrant. In collaboration with Indias biggest petroleum brand and the government of India, they innovated the worlds first anti-collision road management system to reduce road accidents on Himalayan Roads. For one of Indias biggest financial brands, he created Indias 1st social media-based microfinancing system. Raj was featured in the Netflix Docuseries Creative Indians Season 4 a series which showcased the most talented Indians from Oscar winners to Bollywood Stars and artists to Grammy Awards-winning musicians. He has led and been a part of several jury cohorts at some of the biggest platforms including Cannes Lions, Spikes Asia, Dubai Lynx, and One Show to name a few. His approach to creativity led Leo Burnett India to win multiple Grand Prix and metals at prestigious platforms like Cannes Lions, One Show, D&AD and Spikes Asia. But he believes his biggest creation to date is Apollo 11 a specialised division of Leo Burnett India, consisting of what he calls the mutant creatives. Team of young people in their 20s with backgrounds in aerospace engineering, product design, data analysis and environment scientists solving human and brand problems with him. I have always believed that an award is as good as its jury. This year too, the Abby Awards powered by One Show have a stellar lineup of both domestic and international luminaries as Jury Chairs, across 23 categories. Over the last 2 years the number of women jurors has been significant, and this year, with over one-third being women masters of their craft. To win recognition from such respected Jury Chairs is a matter of immense pride for the AdClub, the participating agencies and brands. said Ajay Kakar , Chairperson, Awards Governing Council, Abby Awards 2024 powered by One Show and Managing Committee Member, The Advertising Club.

Agencies weigh in on ownership of rejected ideas

In the cut-throat world of advertising, where creativity is currency, the question of ownership looms large. Recent events, such as the clash between Bang In The Middle and Medanta, highlight the ongoing debate in the industry over who rightfully owns the rejected campaign idea. In a recent LinkedIn post , Bang In The Middle shared their experience with Medanta, shedding light on the challenges that agencies endure when their ideas are used without permission. According to the agency, they proposed several campaigns to Medanta, only to see them rejected and then implemented without credit. This story, however, is not unique; similar incidents have plagued the industry for years. It brings us back to the murky waters of ownership. But this time, the question is: does the client have a right over the ideas they rejected and the agency they didnt onboard? The lack of clear guidelines in contractual agreements makes it even harder to figure out. Defining ownership of an idea Naresh Gupta , co-founder of Bang In The Middle, emphasises the importance of contractual agreements in defining ownership. He said, The contracts define who owns the creative work. All the contracts that are signed today have a specific scope of work, and the agencies are paid for the delivery they make. He shared that every rejected idea means that the brief is not fulfilled and the task is incomplete. Therefore, once the client approves the work, then and only then can the client claim ownership. This is often clearly stated in the contracts that are drawn up and signed, Gupta added. Nisha Singhania , co-founder of Infectious Advertising, shares a similar opinion, emphasising the necessity of upfront agreements to avoid disputes. She said, There is always a contractual agreement between the client and agency. This point is often included and should be clarified in the beginning itself. However, in case it is not specified, then the agency should have rights to the rejected ideas. Jay Morzaria , Former Creative Head, Rephrase.ai compares the ownership of creative ideas to a transactional process. Morzaria said, The ownership of the creative ideas remains with the agency until the client purchases that particular idea. Drawing parallels to everyday transactions, Morzaria simplified the concept further. He said, If you go to a shopkeeper to purchase a toy, the ownership of the toy belongs to the shopkeeper till you explicitly pay money to purchase it. Only then the ownership is transferred to you. Morzaria's analogy extends to subscription models. He explains that if the client has taken a retainer and the agency presents an idea, it's similar to a Netflix subscription. He said, Just like if you wanted to watch a movie on Netflix and the subscription ended, you can't watch the movie unless you renew the subscription. Similarly, if the subscription period has ended, you cannot use that idea. Compensation on reusing the rejected idea As concepts are pitched, declined, and potentially revisited, questions of ownership, credit, and fair compensation arise. Chaaya Baradhwaaj , Founder of BC Web Wise said that the clients cannot use rejected ideas without the agency's consent. She emphasised the role of copyright law in protecting the agency's intellectual property rights. Baradhwaaj said, Copyright protects the expression of the idea, not just the idea itself. If the client wants to use a rejected idea, they should negotiate with the agency for a licensing fee. This licensing fee acts as compensation for the rejected idea. Similarly, Shantesh Row , Chief Creative Officer, Slant Advertising also believes in the agency getting compensated. He said, It's best to keep an open channel of communication to sort issues. But in no way should an agency not be compensated by a client in case the latter uses a rejected idea after severing a relationship with an agency. While compensation could mend relationships and help both parties find a middle ground later, Gupta, on the other hand, is strongly against clients using rejected ideas. The client has zero rights on work it did not buy. To reuse, modify, redo, the client first needs to own the work. What is not owned, how can that be reused? - Naresh Gupta Better communication Singhania believes that the client should not be able to use the rejected idea at their discretion and if the client wants to use the rejected idea it can be done keeping the agency in the loop. Similarly, Prashant Gopalakrishnan , Founding Partner of Talented, advocates for collaborative decision-making. He said, The client retains authority to reintroduce a rejected idea for consideration, but this process should ideally be done collaboratively with the agency. Gopalakrishnan suggested a few measures to secure the intellectual property (IP) of an agency. He suggests integrating a clause for reintroducing rejected ideas into the contract and consistent inclusion of disclaimers regarding agency IP reinforced across idea presentations. He believes in initiating open discussions about IP during negotiation phases. He also suggested getting closure for each rejected idea to enable its potential utilisation elsewhere, thereby safeguarding the agency's creative assets. Taking a legal recourse In the past, when campaign ideas were used without authorization, agencies have resorted to legal recourse to protect their intellectual property rights. In 2019, Ogilvy India took smartphone maker Vivo and creative agency Dentsu Impact to court over allegations of plagiarism . Ogilvy claimed that Vivo had used their creative ideas without consent, leading to a long legal fight that ended with an out-of-court settlement. Row highlighted that most agencies tend to voice their frustrations when such things happen in the open or on social media. If there is a signed contract, then a legal recourse is a viable option, said Shantesh Row. Agencies can take action, have taken action and will take action. The clients feel that they are the clients and they can get away with it, they can't. -Naresh Gupta Gupta pointed out that the reputational damage and negative publicity resulting from such actions can significantly harm a business. He added, Forget penal action, just the loss of reputation and bad news is bad for business. The loss of personal reputation for the client team too is bad for themselves personally. The battle over ownership of rejected ideas highlights the complex dynamics within client-agency relationships. By establishing clear contractual agreements, fostering open communication, and advocating for industry-wide standards, agencies can strive towards fair treatment and protection of intellectual property rights. Although Social Samosa attempted to contact clients to get their opinions on this debate, they chose not to participate. We encourage clients to contribute their insights to the longstanding idea debate and propose a path forward. Please feel free to reach out to us at content@socialsamosa.com.

Taboola unveils a new offering for advertisers to drive performance campaigns

Taboola, a brand powering recommendations for the open web, has announced Taboola Select, a new offering created for large advertisers that provides access to a curated selection of Taboola's premium editorial partnerships. For the first time, Taboola is offering advertisers a way to leverage a highly curated subset of just 15 percent of Taboolas most premium publishers in the U.S., to drive performance campaigns. It offers advertisers a way to connect with millions of daily active users on premium destinations including Yahoo, Business Insider, and The Associated Press in inventory that is highly visible, brand-safe and surrounded solely by trusted editorial content. Taboola Select allows advertisers to tap into standalone placements on nearly every part of esteemed publisher sites, including homepages, mid-article sections and in a new position called Featured Placements. Brands that choose it can harness the power of CPC buying and leverage Taboola's advanced AI, including the highly effective Maximize Conversions bidding technology, which consistently reduces CPAs by 15% on average. Taboola is giving advertisers the inventory they need, on the most trusted publishers in the world, to reach consumers, said Adam Singolda , CEO at Taboola. Reliable and effective performance advertising has always been crucial, as these types of campaigns continue to help brands stay resilient and drive results regardless of industry headwinds. Taboola Select is one of the industrys most unique packages for large advertisers to tap into, to run performance campaigns to reach consumers at scale. Were combining brand-safe environments via our direct relationships with the worlds most premium publishers, with prominent ad placements that brands simply cant get anywhere else.

The Content Lab restructures; unveils three verticals

In response to the evolving needs of the digital landscape, The Content Lab announced a strategic restructuring initiative that brings different solutions under focussed silos; Stir (Digital & Creative Agency), Carbon (Production backbone for TVCs/DVCs) and H2O (essential, scalable and snackable content creation - think Reels, Shorts & YouTube always on). As part of this restructuring, the three verticals, Stir, Carbon and H2O will operate under a unified umbrella b y leveraging the collective expertise of multidisciplinary teams, The Content Lab will offer a comprehensive suite of solutions spanning from concept development to execution across various digital platforms. At The Content Lab, we recognize the evolving nature of the digital landscape and this restructuring will allow for a more efficient content-first approach for brands, said Vaibhav Mehta , Founder and CEO. This restructuring initiative will create a greater focus for each vertical, stronger collaboration between teams and sharper results for brands. With our integrated approach, clients can expect a seamless experience from concept to execution, enabling them to achieve their marketing objectives with maximum impact, added Supriya Sehgal , Co-founder and COO. The newly restructured entity will enable clients to access a wide array of services seamlessly, including creative strategy, scalable content creation, digital marketing, campaign conceptualisation, branding, ad-film production and more.

JioCinema launches new ad-free premium plan

Solving for key consumer interruptions such as device restrictions, low-quality video and high-cost subscription plans, JioCinema announced its new subscription offering, JioCinema Premium. The new plans starting at Rs.29/month will offer an Ad Free experience. Members can access Exclusive Series, Movies, Hollywood, Kids & TV entertainment, on any device, including Connected TVs. With a focus on multi-segment consumption across Indian households, a Family plan was also announced at Rs.89/month which offers the additional benefit of four simultaneous screen access. Existing JioCinema Premium members will now enjoy all the additional benefits of the Family plan at no extra cost. While Sports content including the ongoing Indian Premier League and thousands of hours of entertainment content will continue to be available for Free as part of its Ad-Supported offering, heres what JioCinema Premium Members will get exclusive access to: International content in local languages: The global series and movie premieres from Hollywood, through partnerships with studios like Peacock, HBO, Paramount and Warner Bros. Discovery. Titles such as Game Of Thrones, House Of The Dragon, Oppenheimer, Barbie and several more will also be available in Hindi, Tamil, Telugu, Bengali and Marathi. Kids and family entertainment: Home to one of the widest selections of Indian and International toons, with titles ranging from Motu Patlu, Shiva and Rudra to Pokmon, Peppa Pig and Paw Patrol, the Kids & Family hub houses thousands of hours of movies and series. JioCinemas Parental Control features also provide a safe space for content consumption. Originals and blockbuster movies: With upcoming original series including Ranneeti: Balakot & Beyond (Jimmy Shergill, Lara Dutta, Ashish Vidyarthi), Murder In Mahim (Vijay Raaz, Ashutosh Rana), PILL (Riteish Deshmukh) and several more to be unveiled, JioCinema Premium members will get access to series premieres every month, in addition to some of the Originals such as Asur, Taali & Kaalkoot. The platform also promises Bollywood Premieres every month with Zara Hatke Zara Bachke headlining the month of May. Before TV Premieres and Live Channels: Members will get early access to their favourite content fromColors, Nickelodeon and the entire Colors suite of local language channels, with serials now being made available for members even before their television airing. In addition, 20+ TV channels from the Viacom18 Network will be available to stream. Speaking on the launch of JioCinema Premium, Kiran Mani , CEO, of Viacom18 Digital said, Creating and building an entertainment ecosystem with a product that is made for every Indian household, is not just a business strategy, but a vision to empower our country and users with an unmatched entertainment experience. JioCinema Premium aims to redefine the narrative of premium entertainment for every Indian while building a daily viewing habit. He further added,The introduction of JioCinema Premium breaks the numerous cost and quality barriers that exist in accessing premium entertainment. With 4K streaming, best-in-class audio, offline viewing and no device restriction all at a customer-centric pricing is sure to democratise access to quality entertainment for all of India.

A marketing battle between time and targeting: IPL vs Elections

In a country where politics and Cricket reign supreme, the clash between the IPL and The General Elections is not just a scheduling conflict; it is a battle for the hearts and the minds of millions. Multiple reports from various agencies predict that the Indian advertising sector is poised for unprecedented growth in 2024. The combined influence of IPL and General Elections significantly boosts ad spending and earnings in this ever-growing industry. Marketers now face a dilemma: Should they focus on the sixes being hit by cricketing greats or take into account the powerful speeches of the politicians? Marketers need to manage the task of artfully juggling their marketing budgets. Before jumping onto either bandwagon, brands need to carefully consider these mega-opportunities and then allocate their funds to reach the right target audience. The IPL is a much-awaited yearly festival of cricketing brilliance. It is a 2-month-long carnival of pure sporting entertainment. The appeal of IPL is in the glitz, glamour and heart-pounding matches. In 2023, it shattered records with a staggering 51 crore viewers on Disney Star TV, highlighting its unmatched appeal and widespread popularity. IPL (Indian Premier League) is a powerhouse when it comes to offering opportunities for brands and marketers to enhance their visibility and engagement with audiences. It runs for over two months with daily matches, providing a sustained platform for brands to showcase their products or services. IPL matches attract intense engagement from viewers, creating numerous opportunities for brands to connect with their target audience during every moment of the game. With matches being broadcast on TV, OTT platforms, news channels, and live-streaming websites, IPL offers brands a wide range of touchpoints to reach diverse audience segments. IPL allows brands to be more creative with their campaigns and experiment with their strategy. It empowers a brand to create its distinct image and shape consumer opinions. The audience is more receptive to fun, interactive experiences during IPL. Brands can directly invest in IPL advertising through various channels such as ads, banners, and digital presence, ensuring their message reaches a large and engaged audience. Apart from direct advertising, brands can also leverage indirect IPL buys like sponsorships, player affiliations, and team affiliations, which not only enhance visibility but also associate the brand with the excitement and energy of the tournament. For IPL 2024, Jio Cinema has roped in 18 sponsors and 250 advertisers. Further, IPL allows the sponsoring teams to use the players for marketing purposes. It also helps the brands create more content. Elections, on the other hand, come every 5 years. Further, they cater to a certain niche as opposed to the IPL, which has a wider interest group. Having said that, there definitely can be an overlap in the audience. Elections present a stark contrast to the prolonged visibility of IPL. Elections are bursts of news offering very sporadic opportunities for marketing. News channels become hubs of activity when it comes to elections. Election coverage is mainly available across all news channels 24*7 with prime time at its peak. The viewers interest spikes further on key days like campaign rallies, voting days or during vote counting. Brands need to be smart and quick to capitalise on these pivotal moments and capture the ever-fleeting attention of the audience. IPL matches, despite having a run time of only three hours, have several moments that a brand can capitalise on. Brands have a unique opportunity to make a strong impact by strategically making the most of both the IPL and Elections. But if the brands were to choose between the two, IPL surely boasts of captivating a wider demographic and a dedicated fanbase. Brands should identify the immense potential within the sporting extravaganza of IPL and align their marketing strategies with the enthusiasm surrounding this event. By engaging with the IPL audience, brands can elevate their visibility and mark their presence. Ultimately, in the contest between the IPL and the elections, IPL emerges as a more vibrant platform, providing marketers with better and more opportunities to score big. This article is penned by Swati Nathani , Co-Founder and CBO, Team Pumpkin. Disclaimer: The article features the opinion of the author and does not necessarily reflect the stance of the publication.

WhatsApp to introduce offline file sharing feature

According to WABetaInfo, WhatsApp is reportedly developing a new update that could streamline file sharing for users, even without an internet connection. The messaging platform is working on a feature allowing users to exchange files like photos and documents using Bluetooth. To use this feature, users would simply need to keep their Bluetooth on, a familiar process for many Android users. However, it's important to note that certain permissions would be required, including access to storage and location, as well as the ability to connect with nearby devices. Privacy is a key focus, with shared files being encrypted to ensure security. While WhatsApp hasn't officially announced this feature yet, its current beta testing phase suggests it could be available to users soon, promising a convenient way to share files offline.

LS Digital appoints Vishal Sharma as DVP, Media Buying & Trading

LS Digital, a leading independent digital marketing transformation (DMT) company, has made a strategic move by appointing Mr. Vishal Sharma as their new Deputy Vice President (DVP) of Media Buying and Trading. With an impressive experience of over 18 years across various industries, Vishal brings a wealth of expertise in buying and trading as well as vendor management, digital marketing, strategy building for performance marketing, and branding planning. His expertise will be instrumental in enhancing the Media Buying division at LS Digital. Before LS Digital, Sharma was part of GroupM India Private Limited for eight years, playing multiple roles in the media partnerships unit; from being Director of Performance to Director of Buying and Trading to Senior Investment Director. Before GroupM, Vishal was at Netcore Solutions Pvt Ltd, where he introduced a new business division called Affiliate Program, which was a performance-driven buying model between clients and service aggregators. In these 18 years, he has managed and provided services to Aditya Birla Group, ICICI Lombard, Bajaj Finser, Booking.com, Hotstar, Gpay, P&G, Mercedes Benz, UTI MF, Tata Motors, Dell, and among many others in multiple genres. Commenting on Vishal Sharmas appointment, Maanesh Vasudeo , Leadership Team at LS Digital, At LS Digital, we recognize the ever-evolving landscape of media buying and the transformative impact it can have on businesses across industries. As we propel towards a landscape of digital marketing transformation (DMT), omnichannel presence and consistency, it is essential for us to continually integrate media and marketing practices to offer tailored solutions to our partners. This being Vishals second stint at LS Digital, Maanesh further added, Vishal in his earlier role at LS Digital was responsible for pre-sales, media planning and execution. In these years, I have seen Vishal grow as a professional and his strength in media buying will further help LS Digitals ambitious global growth plans. Expressing his thoughts on his appointment, Vishal shared, I am thrilled to be back at LS Digital, known for pioneering strategies that encompass the entire consumer journey through the DMT framework. In today's dynamic media and branding landscape, it is crucial to meet the evolving expectations of the new-digital-native audience. Commenting on specific requirements of the brands today, Vishal further said, Understanding the clients requirement which is not always about the best price but about the best buying metrics and right channel mix to drive best outcomes. I look forward to contributing to LS Digital's tradition of delivering impactful solutions tailored to modern brands and audiences. Vishal Sharma will be responsible for the growth of non-biddable media; branding and performance partnership solutions, building trading strength and brand planning for brands subscribing to media services and helping build trust in the minds of the clients.

Nishant Kedia of Rebel Foods on crafting customer experiences in the digital age

Restaurant major Rebel Foods houses a diverse portfolio of brands including Wendy's, Faasos, The Oven Story, Behrouz Biryani, and Mad Over Donuts, among several others. While each of these brands have found their niche and are quite different from each other, they have one thing in common consumer experience. The company has curated its communication strategies aimed at enhancing consumer experience. The Quick Service Restaurant (QSR) Market in India is expected to reach USD 25.46 billion in 2024 and grow at a CAGR of 8.74% to reach USD 38.71 billion by 2029. Operating in this robust industry, Rebel Foods has also grown speedily; its geographical and brand presence spans 70+ cities with 450+ kitchens, 45+ brands (own and partnered), and 3500+ internet restaurants. As the industry continues to evolve and finds a strong footing, understanding and prioritising the needs and preferences of consumers should be at the core of every marketing strategy, as per Nishant Kedia , Chief Marketing Officer at Rebel Foods. With consumers increasingly valuing convenience and personalised experiences, companies like Rebel Foods are leveraging digital-first strategies to reach and engage with their target audience. From leveraging AI-powered tools for content creation to personalising marketing strategies across consumer segments, Nishant Kedia walks us through the company's marketing strategy, as he shares how the company is navigating the ever-changing marketing landscape to enhance customer experience and drive business growth. Edited Excerpts: Nishant, you joined Rebel Foods in 2019 and have now completed close to 5 years there. In this period, you've held various roles at the company ranging from VP of Product & moving to category head role, then recently elevated position as CMO. What would you identify as the key learnings from these roles, and how have they influenced your strategic thinking in the current landscape of the advertising and marketing industry? Firstly, it has been a great journey - a lot of learning, and ups and downs. As you rightly said, Ive had the privilege of leading various roles - from VP of Product to Category Head, to my current position as Chief Marketing Officer. Throughout this journey, one key lesson stands out: the importance of placing the customer at the heart of every decision. Amidst priorities such as margins and organisational constraints, prioritising the customer's needs has been paramount, and something that is ingrained in every team member at Rebel Foods. My experiences have reinforced the value of innovation and agility in execution. Embracing experimentation, rapid iteration, and continuous learning has propelled our progress forward. Moreover, managing diverse brands across different consumer segments has deepened my understanding of consumer behaviour and effective communication strategies across various media channels. These insights have been instrumental in shaping my strategic approach to advertising and marketing, enabling me to drive meaningful impact in our dynamic industry. In taking on the role of CMO, how do you envision contributing to Rebel Foods' marketing? As Rebel Foods continues to expand its presence across 70+ cities with 450+ kitchens and 45+ brands, how do you plan to leverage this extensive network in your marketing strategies for 2024? There's a profound opportunity to connect with our customers in meaningful ways. Our focus remains steadfast on delivering exceptional customer experiences. We understand that it's not just about expanding our reach but about ensuring that every interaction with each of our brands leaves a positive and lasting impression. As we venture into newer territories, we approach each launch with humility, recognizing that building brand awareness takes time and effort. We value the importance of introducing our brands thoughtfully, leveraging the expertise of social media platforms and targeted offline advertising to generate excitement within local communities. Moreover, our digital marketing efforts help make an impact by reaching audiences in areas where our presence is growing. Through carefully crafted, geo-targeted ads and strategic use of platforms such as YouTube, we are confident of amplifying our message while remaining respectful of our customers' preferences and privacy. Considering India is a diverse country with diverse needs, how do you personalise marketing strategies for each of Rebel Foods' brands? Creating personalised marketing strategies for Rebel Foods' diverse range of brands involves deep research and keen insights into consumer behaviours. We start by delving into qualitative and quantitative research, often recalling an instance where our team conducted focus group discussions to understand regional flavour preferences for a new biryani category launch. These insights guide us in tailoring the right messaging and promotions to resonate with specific audience segments, ensuring that each brand maintains its unique identity while effectively engaging its target market. Direct customer feedback is another invaluable resource that we focus on. We recall a memorable instance where a customer's heartfelt email praised the authenticity of our regional cuisine, inspiring us to amplify similar narratives in our marketing campaigns. By actively listening to our customers through surveys, feedback forms, and one-on-one interactions, we take valuable insights into their preferences and pain points, enabling us to refine our marketing strategies accordingly. Moreover, leveraging third-party data analytics allows us to uncover hidden trends and patterns in consumer behaviour. For instance, analyzing customer reviews and order histories revealed a growing demand for healthy meal options among fitness-conscious consumers. Armed with this knowledge, we developed targeted campaigns promoting our healthier menu offerings, resulting in increased engagement and customer satisfaction. In light of Rebel Foods' recent partnership with Wendy's to expand its global QSR presence, how will you integrate this collaboration into your marketing campaigns to maximize brand visibility and consumer engagement? Integrating the recent partnership with Wendy's into our marketing campaigns presents an exciting opportunity to enhance brand visibility and engage consumers on a global scale. Collaborating closely with the global team, we ensure alignment with Wendy's brand ethos while also customizing our approach to resonate with the Indian market. By leveraging insights from previous successes in other countries, we can identify strategies that can be adapted to the unique preferences and behaviours of Indian consumers. This collaborative process enables us to launch impactful campaigns that combine global best practices with localized execution, ultimately maximizing brand visibility and consumer engagement. Could you share some trends in the QSR industry that have influenced Rebel Foods' marketing? With the emergence of new digital channels, there is a need for diversification of marketing tactics. One prominent trend that has shaped our approach is the shift from traditional TV advertising to digital mediums. Over the past few years, there has been a noticeable movement towards mobile and online platforms, with consumers increasingly consuming content on their smartphones and other devices. This transition has led us to prioritize digital marketing channels, such as social media and mobile advertising, to reach and engage with our target audience effectively. While platforms such as YouTube have long been popular, we've observed a rising trend in the usage of platforms such as Instagram. This evolution underscores the importance of staying agile and adaptable in our marketing efforts, as consumer preferences and behavior continue to evolve. As attention spans shorten and digital clutter increases, capturing the audience's interest within the first few seconds has become imperative. This necessitates the development of sharp and creative assets that not only convey brand messaging but also provide value and entertainment to consumers. It's essential to recognize that the QSR industry is multifaceted, with trends extending beyond marketing into areas such as product innovation and consumer preferences. Therefore, we continuously monitor industry trends and consumer insights to refine our approach and ensure that we remain at the forefront of industry developments. With consumers, especially youngsters, increasingly valuing convenience and seamless digital experiences, how is Rebel Foods incorporating digital-first strategies into its marketing approach to meet evolving consumer expectations? As we observe the increasing preference for convenience and seamless digital experiences among consumers, especially the younger demographic, Rebel Foods is strategically incorporating digital-first strategies into its marketing approach to meet evolving expectations. Our brands, like Faasos, are actively engaging with younger cohorts on social media platforms where they spend a significant amount of their time. We recognize the importance of meeting consumers where they are, and digital channels provide an effective avenue to connect with our target audience. A significant portion of our marketing efforts is directed towards digital platforms, leveraging delivery apps, social media channels, and emerging digital mediums to communicate our product offerings and promotions. Our presence spans various digital touchpoints, including our own apps, as well as third-party platforms such as Swiggy and Zomato. Moreover, our approach emphasizes tailoring communication to suit the preferences and behaviours of different consumer cohorts for each brand. This personalized approach ensures that our messaging resonates with our audience, driving engagement and loyalty. How does Rebel Foods ensure that its new flavour offerings are culturally relevant while maintaining its core brand identity and values, particularly during diverse cultural festivities? It's important to understand our customers' sentiments and preferences during various cultural celebrations. While our primary offerings may be Western-oriented, we recognize the importance of catering to Indian consumers' tastes. For instance, during Diwali, we might introduce flavours like Gulab Jamun Cheesecake to align with the festive spirit. Similarly, during Christmas, we could launch Plum Cakes and Brownies. Our approach is to launch offerings that resonate with local preferences while maintaining the essence of our brand. From a marketing perspective, our communication emphasizes these new offerings tailored to each festival, ensuring they are well-received by our audience. Could you share some of the innovative approaches or technologies Rebel Foods is exploring to enhance its media outreach and engagement? In regards to media outreach and engagement, we are constantly striving to be innovative in our approach. This involves focusing on both content creation and distribution strategies. Our goal is to create content that resonates with our audience, is highly shareable, and sparks engagement. We aim to stay true to each brand's core identity while exploring ideas that have the potential to go viral or generate widespread interest. One example of this approach could be organizing contests on social media platforms that encourage participation and spark meaningful discussions. Ultimately, our emphasis is on being creative and innovative in our content creation endeavours to enhance our media outreach and engagement efforts. Could you share how AI is changing your operations? For us, innovation is at the forefront of our strategies. We continuously try to create content that not only aligns with each brand's core identity but also has the potential to go viral and be shared across various platforms. We leverage various innovative technologies to augment our marketing operations. AI, in particular, is playing a significant role in transforming our processes. We utilize graphic design tools that employ AI to generate multiple creatives, both static and video, effectively and efficiently. Additionally, AI-powered social listening tools enable us to track consumer preferences, sentiment, and engagement, providing valuable insights for refining our marketing strategies. What are some important skill sets that marketing leaders of 2024 must have? In the dynamic landscape of marketing in 2024, firstly, having a customer-centric mindset is paramount. Understanding and prioritising the needs and preferences of consumers should be at the core of every marketing strategy. Secondly, the ability to create compelling and innovative content is essential. With the digital space becoming increasingly cluttered, marketers must stand out by producing creative content that resonates with their audience and drives brand affinity. Furthermore, staying abreast of technological advancements, particularly in AI, is crucial. AI is reshaping marketing operations and strategies, and marketing leaders must understand how to leverage these technologies effectively to stay ahead of the curve. Strategic thinking is also fundamental for marketing leaders. Aligning business vision with marketing objectives and strategies is key to driving success in the long term. A focus on data-driven decision-making is imperative, moreover, nurturing talent within the marketing team is essential. Building a team of skilled and motivated individuals who can drive innovation and excellence is critical for achieving marketing objectives. Lastly, fostering a culture of continuous learning and innovation is vital. Marketing is an ever-evolving field, and leaders must encourage a mindset of learning, adaptation, and innovation to stay ahead of industry trends and challenges. Whats your vision for Rebel Foods 2 years from now? Our vision has always been the same: to create the world's largest platform for launching, building, and scaling the most loved restaurant brands in every customer food mission. Looking ahead two years from now, we envision Rebel Foods standing as a beacon of innovation and excellence in customer experience in the food industry. We aspire to further expand our reach and influence, connecting with consumers on a global scale and offering an unparalleled array of culinary experiences.

Kulfi Collective appoints Divya Karani as Chairperson and Executive Director of its board

Kulfi Collective, functioning at the intersection of content, community and culture, has announced the appointment of Divya Karani as Chairperson and Executive Director of its Board. Karani's three-decade journey has shaped her into a pivotal figure in steering some of the advertising and media groups across India, South Asia, the UK and the Asia Pacific. Most recently, Karani was the CEO of Dentsu Media, South Asia, where she led the agency for over 12 years to become one of the dominant media agency networks in the region. Kulfi Collective, through its three divisions, Supari Studios, Post Office and Keeda Media, has partnered with various brands and platforms such as Spotify, Red Bull, Netflix, Lego, Flipkart and Zomato to deliver content, experiences and IPs that shape culture. The addition of Karani to the board brings strategic insights into the fusion of creativity, technology, and data that is at the core of Kulfis unique approach of bringing brands closer to consumers and culture through content, community and commerce. Divya Karani expressed her excitement about contributing to Kulfis vision, I am honoured to join Kulfi Collective at such a transformative time. Together, we aim to redefine the creative network model, with an emphasis on agility, authenticity and purpose that resonates with a connected generation. Divya joining the board will help us build the right governance frameworks as we scale globally. Further, her deep expertise will help us build upstream capabilities to bring brands closer to communities and subcultures in music, sports, gaming, entertainment and lifestyle, said Advait Gupt , Co-Founder & CEO of Kulfi Collective.

India's current AI user base of 724 mn set to grow by 6% YOY: Kantar AI study

Internet in India is democratized and widely used; but now the country sits on the cusp of an AI revolution. ICUBE data shows that AI is already touching the lives of nine in 10 internet users in India, powered by the enormous computing capabilities on their phones, connectivity, and cloud infrastructure. Kantar, a marketing data and analytics business unveils a probe into this burgeoning AI market to dish out actionable insights for marketers. Furthermore, the company also unveiled an AI-powered suite of research solutions that will enable brands and brand builders to understand consumer behavioural data better and stay ahead of the curve in future. The current AI user base of the country stands at 724 million and is poised to grow YoY at 6%. These are users who have used any of the AI features like image filters, personalized recommendations, smart devices, etc till now. Kantar also found that fitness and social media apps are driving AI adoption with an average of 2.3 AI-led features embedded in these applications. Entertainment apps are a close second, standing at 2.0 AI features on average. AI is also touching digital commerce and pharmacy apps at an average of 1.8 AI features each. Kantar also anticipates that many more digital commerce & entertainment apps will adopt AI features to enhance the quality of customer experience and stay in line with emerging trends. Adoption however is slower in the BFSI, job search and short video apps segments, at an average of 1.2 features each. Adoption of AI among users is currently high for popular features while enhanced AI functionalities are catching up. Incidence among AI users in 2023: 88 % of consumers used AI-based algorithms which analysed their preferences, behaviours, and interests to create personalized recommendations for tailored experiences. This segment grew at 6 % YoY. 88% of the consumer also automated various tasks and streamlined routines to enhance efficiency and productivity in their daily lives using AI. This segment grew at 6 % YoY. 86% used image enhancement filters so that the resulting image is improved in terms of sharpness, contrast, brightness or other features. This segment grew at 5% YoY. At 21%, smart home automation is a smaller segment but growing at 25% YoY. 15% of consumers enhanced their user experience through virtual assistants. This segment is the fastest growing at 27% YoY. While AI technologies are touching most internet users of India today, their usage is expectedly higher among the youth (1924-year-olds) at 92% and interestingly, at a high 81% for the older (45+ year old) age bracket as well. Speaking about AI and addressing the marketers , Soumya Mohanty , Managing Director & Chief Client Officer- South Asia, Insights Division, Kantar said AI is inevitable. Historically, technology adoption has always been a dominant determinant of a brands trajectory. We at Kantar feel that it is important to help marketers humanize AI to innovate successfully, help activate AI to predict future performance, maximize ROI and use AI strategies to build competitive advantage for sustainable growth. We have created a range of offerings which will benefit marketers and consumers by extension. LINK AI is one such solution, which helps evaluate creative effectiveness at scale and has helped uncover new insights into creating better video ads on YouTube which has a proven track record of growth, following Googles ABCD framework. Similarly, we have introduced best-in-class offerings like LIFT ROI, Trend AI and NeedScope AI for various stages of brand growth as well. Puneet Avasthi , Senior Executive Director, South Asia, Insights Division, Kantar added Generative AI is set to become a $1.3T market by 2034 with a possible 42% CAGR growth over the next 10 years. We are sitting at a point of inflection where the next few years will enable a competitive edge between businesses that adopt early and others. As the usage of AI grows rapidly, it is critical for marketers to not use AI in isolation and as a gimmicky fad, but weave in consumer behavioural data into it to remove biases, and continue to focus on building equity and not just run activations. Kantar is at the forefront of this AI revolution and is assisting brand builders to strengthen creative testing, and innovation using its AI-based solutions. The full report is available down below:

Agency Feature: All you need to know about Digixpressions

Who are we? Digixpressions is a digital advertising and marketing company providing services such as digital intelligence, search engine optimization, performance marketing, influencer marketing, mid-funnel media buying, branding assistance, marketing analytics, and hyperlocal solutions. It specializes in Fintech, E-commerce, banking, and Edtech, with clients like Shriram Finance, Kotak Securities, Axis Mutual Fund, ICICI Direct, Fibe, Aditya Birla Sun Life Insurance, IIFL Finance, mStock, and Wockhardt Hospitals. With over a decade of experience, Digixpressions applies contemporary marketing solutions to help companies reach their business targets. Whats in the name? Digixpressions, as the name suggests, is based on the idea of a constantly changing landscape, like a digital express, focused on helping brands succeed in a competitive market. What we do? We specialize in services like full-stack digital marketing, performance-driven campaigns, strategic consulting, brand strategy development, customer experience optimization, data analytics and insights. Our target market includes small to mid-sized businesses across various industries aiming for growth and a stronger digital presence. In under five years, the team has grown from 3 people (starting from the backyard of a call centre) to over 100 employees serving more than 50 clients across 10 sectors. Why we do it? In a very fast-evolving market and ecosystem, the requirement of attracting high-intent traffic and thereby acquiring high-value customers with better LTVs. As a digital marketer, we recognized the limitations at the client side with regards to experience pool, hands-on experience, under-exploiting traditional advertising platforms like Google and Facebook and over-dependence on the same. This realization laid the foundation of Digixpressions after identifying the need for alternative marketing solutions that prioritize organic, innovative, and effective channels and help clients reach the right target audience and optimize their acquisition cost along with keeping the high rate of growth intact. How we evolve? Since our dream project is based on meeting the gap caused by traditional marketing, evolving with new technologies is our main USP. Our approach, attention to detail, and ability to drive results in the digital marketing domain provide solutions for todays audience. The team consists of thinkers, technology enthusiasts, and marketers with years of experience. Their approach is practical, identifying opportunities and creating solutions to meet the needs of each client. By using problem-solving strategies, they ensure effectiveness and deliver results. Social responsibility in social media Social media can never come with social responsibilities. In the age of increased cyber fraud, and data theft, it has become all the more important for us to take a responsible social media approach, whether it is for driving marketing strategies or building campaigns. Our agency prioritizes ethical content, combats misinformation, and promotes transparency both to clients, as well as audiences. Because social responsibility, is our key parameter, we have been able to maintain an honest and transparent relationship over the last few years and hope to continue doing so. Need of the hour Social responsibility in the world of marketers is the need of the hour. Brands and marketers need to be mindful of digital creators, prioritise empathy and credibility in digital marketing, and reach out to the audience in a more justifiable way. Rather than just gunning off more views we should build a self-accountable ecosystem that is symbiotic for every information-seeking individual. We learned the hard way When we started our journey at Digixpressions, we started with a team of 3 people from the backyard of a call centre, now we are a team of 100 people. Over the years of good work for the top brands in the country, we have learned how to win clients trust and how they can be a source of new business. Hard work and only hard work have been our key to success and we have learned the hard way, that there is no shortcut to hard work. 80% of our business is recommendation based. Did we just share that? In a lot of RFPs, we have competed with leading players in the market. However, we have bagged many accounts due to our innovative ideas, transparency, insights, and solutions. We have also gained a lot of clients, simply through industry recommendations. Considering, we are a young age company, we take a lot of it to our pride. Digixpressions has a proven track record of building digital prominence for its partners through innovative campaigns. We aim to contribute to Indias economic growth and have recently signed up some leading companies in the finance sector like Axis Mutual Fund, ICICI Securities, Aditya Birla Sun Life Insurance, etc. Industry as we foresee Indias social media sphere is poised for explosive growth, expecting a user base explosion, with regional platforms alongside Facebook and WhatsApp. Social commerce will be a game-changer, influencing buying habits. Moreover, Ad spending is predicted to undergo a staggering surge by 2030, making India a social media powerhouse. Brands have realised the potential of Digital Bharat thereby you will see more vernacular ecosystems in future with better customer experience. A day without Internet When the Internet goes down, Digital marketing hits a pause. Reaching new customers grinds to a halt and real-time engagement disappears. We hope such a day never comes! Gender ratio and policies We have almost 35% women working in our team and the best part is that 50% of leadership team has women. We have not defined any specific ratios for men or women in our organisation. Yes, we would want to include more women in future, and try to strike a gender ratio balance within the organization. Our inclusive policies Since the establishment of the company, we have made the policies inclusive for everyone. The only way for talent hiring within the organization is merit-based and we welcome people from every part of the country. Every gender, religion, language, and community is equally welcome and has been working as a part of the organization. We are nationally integrated. Maternity and paternity leave Maternity leave is offered for 3 months, and paternity leave is offered for 7 days. Work culture and values that we believe in At Digixpressions, the approach of the team is pragmatic, focusing on identifying opportunities and creating solutions to meet the unique needs of each client. We thrive in a culture of curiosity and collaboration, valuing data-driven creativity and embracing change to stay ahead of the digital curve. Agency growth YOY We have grown at a rate of CAGR of 250% y-o-y over the last 5 years. Our work Our work involves multiple responsibilities toward stakeholders, partners, brands, clients, and our team. Our focus is on creating scalable and cost-efficient business strategies and advertising solutions that meet the changing needs of brands aiming for sustained growth through an omnichannel approach. Awards bagged We have always been appreciated by our clients and that is the biggest achievement for a growing company like ours. There have been instances, where we have given clients 2x of growth traffic to clients, in six months of our association with them. Most of the clients have felicitated us for our work; we remember one incident, where a client had awarded us during their internal R&R ceremony, for the exemplary work we had done. This is one of the biggest applause a company can get. Employees and hirings We are looking at an aggressive scale-up, in terms of hiring. We are looking at hiring around 300 employees by March 2025.

Brands turn the QWERTY keyboard into a moment marketing trend

When it comes to creative marketing, brands are turning to a place you might not expect - the QWERTY keyboard. Who would've thought that something so ordinary could turn into such clever advertising? Forget the old-school approaches, these brands took a different path, using the keyboard's quirky structure to hide jokes and clever messages that kept their audience engaged and guessing. Are you still confused about what we're talking about? Well, brands have found creative ways to play with our keyboard layout by using the keyboard's unique structure to share jokes with their audience. By using familiar keys in new ways, they turned the ordinary into something that could grab attention and make people laugh. Domino's, for example, decided to play with the QWERTY keyboard by asking its followers, ' What's the best duo after our famous cheese garlic bread and dips?' To find the answer, you just need to look between the 'Y' and 'O' keys on your keyboard. The answer? 'U and I.' Their tweet not only made their fans smile but also reminded everyone of Domino's delicious food. Meanwhile, Swiggy shared a rather controversial opinion, saying, Veg biryani is the best. Shortly clarifying and asking their audience to look between the 'H' and 'L' keys on a keyboard, where they'll notice a hidden message: 'JK,' which means 'just kidding.' Brands like HDFC Bank, Spotify, BlinkIt, and a lot more also got on this trend with some making memes that played with the keyboard's layout, while others used hidden messages to grab attention. Here's a look at a few other brand creatives that we came across. Swiggy veg biryani is the best look between H and L on your keyboard Swiggy (@Swiggy) April 23, 2024 Dominos India You know the best duo after Garlic Breadsticks and Cheesy dip? Look between Y and O on your keyboard #DominosIndia dominos_india (@dominos_india) April 23, 2024 BlinkIt guess who loves mangoes, look between Y and O on your keyboard pic.twitter.com/OdyKWEpOyw Blinkit (@letsblinkit) April 23, 2024 Swiggy Instamart You know what you need? Look between R and Y on your keyboard Swiggy Instamart (@SwiggyInstamart) April 23, 2024 Tinder India look between Y and O to know who needs to go on a date together Tinder India (@Tinder_India) April 23, 2024 Youtube India look between i and p on your keypad pic.twitter.com/it6lvPWwbx YouTube India (@YouTubeIndia) April 23, 2024 Zomato what can fix all problems? look between R and Y of your keyboard zomato (@zomato) April 23, 2024 Ajio Life Have you still kept your exs t-shirt? Look between T and U on your keyboard AJIO (@AJIOLife) April 23, 2024 Spotify India Tag your favourite artist and ask them to look between R and U on their keyboard Spotify India (@spotifyindia) April 23, 2024 Zepto were bring back hippo chips look between H and L on your keyboard Zepto (@ZeptoNow) April 23, 2024 Uber India Who needs to make this weekend a long weekend? Look between Y and I on your keyboard #UberIndia Uber India (@Uber_India) April 23, 2024 Shaadi.com Guess who is getting married this year? Look between Y and I on your keyboard Shaadi.com (@ShaadiDotCom) April 23, 2024 ixigo Who's planning your next vacation? Look between Q & R on your keyboard ixigo (@ixigo) April 23, 2024 Croma Retail Something we would have to update if we didn't post about this trend Look between X and B of your keyboard #Croma #Electronics #Gadgets #Trending #keyboard Croma (@cromaretail) April 23, 2024 Reliance Jio Who kept us glued to the TV till the last ball? Look between 6 and 8 on your keyboard. #CSKvLSG #Thala #WhistlePodu Reliance Jio (@reliancejio) April 23, 2024 HDFC Bank Whos going to get 1,200* CashBack on Payzapp? Look between Y and I on your keyboard. #PayZapp #HDFCBank HDFC Bank (@HDFC_Bank) April 23, 2024 Did you come across any interesting brand creatives that participated in this trend that we missed out on? If yes, then share it with us at team@socialsamosa.com or post it in the comments section below.

Google postpones third-party cookie phase-out once again

Google, once again, is extending the deadline for discontinuing third-party cookies in its Chrome browser. The announcement came on Tuesday, just ahead of Google's quarterly reports. This marks the third postponement by the tech giant since the initial deadline was set in January 2020. Despite previous assurances to implement changes 'within two years,' Google had yet to fulfil this promise. The statement made by the tech company read, We recognise that there are ongoing challenges related to reconciling divergent feedback from the industry, regulators and developers, and will continue to engage closely with the entire ecosystem. It's also critical that the CMA has sufficient time to review all evidence including results from industry tests, which the CMA has asked market participants to provide by the end of June. Given both of these significant considerations, we will not complete third-party cookie deprecation during the second half of Q4. The statement further noted that Google anticipates commencing third-party cookie deprecation early next year. We remain committed to engaging closely with the CMA and ICO and we hope to conclude that process this year. Assuming we can reach an agreement, we envision proceeding with third-party cookie deprecation starting early next year, the company stated.

Demystifying creative tech: A begginner's guide to revolutionising marketing with creativity

In the bustling world of marketing discussions, two distinct narratives often take centre stage. On one side, there's a fervent admiration for the triumphs of creativity, while on the other, there's a fascination with the transformative power of technology, particularly emerging tech like AI and XR. What sets these conversations apart is the perception of creativity and technology as separate entities, each wielding its influence over the marketing landscape. However, imagine the potential when these seemingly disparate forces are united. It's akin to blending ingredients in a masterful recipe to create a truly impactful dish. The result? An effective and innovative creative solution that transcends traditional boundaries. Brands are now recalibrating their strategies, recognising the immense potential in combining creativity with evolving technological toolsets. Picture brands use AR to create interactive experiences where virtual elements blend with the real world, as seen in IKEA's app letting customers preview furniture in their homes, boosting engagement and purchase decisions. AI-driven personalised content uses generative algorithms to analyse data, crafting tailored messages like customised emails or social ads. Netflix uses AI to suggest shows based on past preferences, enhancing viewer engagement and loyalty. Furthermore, dynamic storytelling uses technology to adapt narratives based on user interactions, like interactive video campaigns that offer a customised journey. Burger King's Whopper Detour campaign used geolocation to encourage users to visit rival McDonald's for a discounted Whopper, highlighting tech's role in innovative storytelling. Sans doubt, in today's rapidly evolving digital landscape, the fusion of creativity and technology has emerged as a game-changer in the realm of marketing. Creative tech, in essence, refers to the integration of technology into creative endeavours. While various technologies can be harnessed, the spotlight often falls on emerging innovations like AI, AR, and VR, which are reshaping the media landscape and paving the way for new dimensions of creativity and innovation. At MakeAR, we define creative tech as the driving force scripting a new future in advertising and marketing. It's about utilising technology to amplify creativity and deliver immersive brand experiences that captivate audiences and drive engagement. Here are some tangible examples to illustrate the power of creative tech in transforming marketing endeavours: 1) AI in newspaper ads (e.g., Classmate Ad): By leveraging AI algorithms, brands can personalise newspaper ads based on reader preferences, interests, and demographics, enhancing relevance and engagement. Our latest campaign for ITC Classmate allowed readers of Times of India to explore the complete range of ITC Limited's Classmate products in a whole new way! View this post on Instagram A post shared by Classmate (@classmatebyitc) By scanning the ad with AR technology developed by makeAR, viewers can see the products come to life right before their eyes. This innovative experience allows users to interact with and explore the entire stationery and notebook range from ITC's Classmate brand in vivid 3D detail. 2) Emerging tech in retail/e-commerce: From AI-powered skin analysis for personalised product recommendations to AR-enabled virtual try-ons for jewelry, creative tech is revolutionising the retail and e-commerce landscape. The Dhobi RUN game, tailored for Surf Excel Matic and Comfort, was crafted to captivate in-store shoppers at the point of sale, gather valuable shopper data, and incentivise them with Paytm cashback based on their gaming performance. The brand has noticed high engagement, accumulated leads for future marketing endeavours, and fostered a deeper connection with its audience. 3) AR for influencer campaigns (e.g., Ponds Glow with the Flow' AR experience): Empowering influencers with AR content not only amplifies reach but also drives engagement through interactive experiences, leveraging social media algorithms for maximum impact. For the Glow with the Flow AR, Ponds opted for a different approach from the typical influencer-led promotional strategy. They utilised Metas social AR technology to develop a mini-game showcasing the unique selling points of their new product. Influencers were able to use the filter to produce content, which their followers then shared, generating user-generated content (UGC) for expanded reach and increased impressions. 4) AI for social media ads (e.g., Colgate Visible White Web AR): Utilising AI models in social media ads, brands like Colgate showcase product benefits like whiter teeth, prompting immediate action and purchase consideration among consumers. Colgate Visible White O2 , a high-end product, begins whitening teeth in just 3 days. The brand aimed to kickstart a top-of-the-funnel engagement activity paired with incentives to boost purchase consideration. We introduced an AI-driven experience for Colgate-Palmolive in modern retail outlets. By scanning a QR code on the Point of Sale materials, customers can witness the impressive impact of the product on their teeth, encouraging them to make purchases right in-store. By simply scanning a QR code placed on #posm , users can view the difference on their teeth, building in-store purchase consideration. Plus, an additional feature allows users to generate content using this model, and UGC enhances authenticity and engagement, like no other activity. Note: The whitening effect is presented realistically, without resorting to flashy gimmicks. 5) Tech in product launch buzz (e.g., Ajio AR Sneaker Try-On): Innovative tech solutions like AR content for product try-ons create buzz and excitement around new launches, enhancing brand visibility and customer engagement. Creative tech is all about marrying technology with creativity to communicate effectively in the modern marketing landscape. It's about pushing boundaries, keeping content fresh and innovative, and leveraging emerging technologies to elevate brand experiences and resonate with audiences on a deeper level. As we navigate the dynamic intersection of creativity and technology, creative tech emerges as a catalyst for driving marketing success, unlocking new possibilities, and revolutionizing the way brands connect with consumers in the digital age. This article is penned by Srishti Jain , Founder of MakeAR. Disclaimer: The article features the opinion of the author and does not necessarily reflect the stance of the publication.

India questions Singapore & Hong Kong food regulators over MDH & Everest Masala ban

India, which leads the world in spice production, consumption, and export, has requested information from food safety regulators in Singapore and Hong Kong regarding their recent bans on certain spices from Indian brands MDH and Everest over quality issues. Additionally, the Indian embassies in Singapore and Hong Kong have been instructed by the trade ministry to submit a thorough report on the issue. Following the discovery of a cancer-causing pesticide, The Hong Kong authorities have recently banned several spice variants produced by MDH and one by Everest Food Products. MDH and Everest are prominent brands in India and have gained a strong foothold in the international market, exporting to regions like the United States, Europe, the Middle East, and the United Kingdom. The decision to ban these products was concluded by the Centre for Food Safety (CFS) of The Government of the Hong Kong Special Administrative Region after routine testing found ethylene oxide, a harmful chemical, present in these spice mixes. Ethylene oxide has been classified as a high-risk carcinogen by the International Agency for Research on Cancer. According to food safety regulations in Hong Kong, food products containing pesticide residues can be sold only if they are deemed safe for consumption. Violations of these laws can result in significant penalties, with offenders facing fines of up to $50,000 and a potential six-month jail term. The banned MDH products include Madras Curry Powder, Sambhar Masala Mixed Masala Powder, and Curry Powder Mixed Masala Powder. Additionally, Everest's Fish Curry Masala has also been banned. The CFS conducted its tests by collecting samples from three stores in Tsim Sha Tsui and subsequently found ethylene oxide in these samples. The authorities then instructed the stores to cease sales of the affected products and remove them from their inventory. Meanwhile, India's food safety regulator plans to carry out quality checks on products from well-known Indian spice brands MDH and Everest Group. The inspections will specifically look for ethylene oxide, a toxic pesticide that is not suitable for human consumption and can lead to cancer with long-term exposure. The aim is to ensure that these spice products meet safety standards and do not pose health risks to consumers. Hong Kong's regulatory action against these brands became public through the Centre for Food Safety (CFS) of the Food and Environmental Hygiene Department, which posted the announcement on its website on April 5. However, it was not until Indian media reported on it recently that the news caught the public's attention.

Ice cream brands summer marketing recipe: A dash of nostalgia with oodles of star power

With temperatures soaring past 40 degrees Celsius in many parts of the country, the Indian Meteorological Department (IMD) predicts a scorching summer ahead. And as the sun beats down on us relentlessly, it seems everyone turns to one product for comfort Ice cream. In supermarkets, quick commerce platforms and local Kirana stores, ice creams have been stocked for consumers to relish. Swiggy has already seen a 43% increase in orders for ice cream since the summer began, and according to reports, ice cream sales are expected to rise 15-20% this year. For Mother Dairy, this expectation has already turned into a reality. Manish Bandlish, Managing Director, Mother Dairy Fruit and Vegetable Pvt. Ltd. told the media that the brands are expecting a multifold surge in demand for Ice creams, curd and beverages. Ice creams alone have witnessed a significant rise of 20% in demand in comparison to same period last year, he said. As demand increases and supply needs are met, brands are also ramping up their marketing efforts for summer. From capturing the true essence of the season in their summer campaigns and launching season-specific range of flavours, brands are enticing consumers with refreshing treats to beat the heat. And as they roll up their sleeves to go all out this season, we take a look at their summer marketing strategy. Setting the right tone for summer Giving a hint of nostalgia, this year, Amul brought back its long-running Chalo Chalo ice cream ad that showcases its wide range of products. In true Amul style, the ad has a summer hue to it, with floral backgrounds and pastel colours. The ad has multiple scenarios like a couple on a date, old people enjoying the weather, kids on vacation and teenagers watching a movie showcasing people from all age groups consuming its products. Following this, the brand released another ad that takes a dig at its competitors by calling their product frozen desserts. The ad asks users to check for the words real ice cream printed on the packs and the caption reads Always remember, Ice Cream khane se pehle, pack par Ice Cream word check karein. Prominent in the South of India, Milky Mist Dairys summer ad is a splash of vibrant and summery colours. The ad shows young people dancing to upbeat music while showcasing its products. The TVC is dubbed in Tamil, Telegu, Malayalam and Kannada. While other brands are playing with summer themes and colours, Cornetto India is banking on star power. The brands new ad features its brand ambassador Alia Bhatt, alongside her Gully Boy co-star Siddhanth Chaturvedi. The ad follows the two as they battle for a Cornetto in the wall of death while Diljit Dosanjhs Lover plays in the background. Meanwhile, Vadilal has launched a series of humorous ads as part of its summer campaign. These ads aim to highlight how significant moments in life can often be overlooked until Vadilal ice cream makes its appearance. In the first ad, a man enthusiastically delivers news of a spaceship's safe landing on Mars to his colleagues. Despite his efforts, they appear disinterested, focused on their tasks. However, when another colleague enters with a tub of Vadilal ice cream and delivers the same news, the atmosphere transforms instantly and the team finally celebrates. Similarly, in the second ad, a doctor shares the happy news of a safe delivery with a family, but they seem uninterested. Despite the doctor's attempts to engage them, the family remains unaffected. However, when someone enters with an ice cream cone and delivers the same news, the family's response changes, and they join in the celebration. Product Launches Creating a buzz around their products with ads, ice cream brands have added summer-specific flavours to their menus as well. Mother Dairy is launching 20 new ice cream products this year, the brand told media. Similarly, Noto, a homegrown D2C brand collaborated with Fast&Up India to launch a Cranberry Orange flavoured popsicle. View this post on Instagram A post shared by Fast&Up India (@fastandup_india) View this post on Instagram A post shared by NOTO Healthy Ice Creams & Desserts (@eatnoto) Apsara Ice Cream is another brand that has launched a range of fruit-flavoured popsicles, naming it Popsicools. View this post on Instagram A post shared by Apsara Ice Creams (@apsaraicecreams) Baskin Robbins has introduced a range of summer specials. The line of products falls under their Summer edition, Happy vacation category. View this post on Instagram A post shared by Baskin Robbins India (@baskinrobbinsin) In addition to the classic popsicles and refreshing flavours, many brands are capitalizing on another summer favourite mangoes. Natural Ice Cream and Apsara Ice Cream are leading the charge with dedicated reels and posts showcasing their seasonal mango-inspired flavours. View this post on Instagram A post shared by Apsara Ice Creams (@apsaraicecreams) View this post on Instagram A post shared by Natural Ice Cream - Official (@naturalicecream) IPL fever With IPL getting integrated with summer, brands also tend to leverage the massive marketing platform as part of their mix. This year, quite a few ice cream brands have become official partners for IPL teams. To deepen engagement with its audience, NIC Ice Creams, as an official partner of the Mumbai Indians, has launched a series of contests during the IPL season. These contests range from predicting the top-scoring player to guessing the previous year's milestones. Participants have been given an opportunity to win tickets to attend live IPL matches. View this post on Instagram A post shared by NIC Ice Creams (@nicicecreams) View this post on Instagram A post shared by NIC Ice Creams (@nicicecreams) Arun Ice Creams, the official partner for Sunrise Hyderabad, has released a TVC showcasing the team's players. They've also launched the 'Arun Ice Cream Creamier League Challenge' contest, featuring an on-ground activation where participants hunt for a specific van in Hyderabad for a chance to win match tickets. View this post on Instagram A post shared by Arun Icecreams (@arunicecreams) Additionally, the brand is actively sharing live match updates on its social media pages, further engaging fans during the matches. View this post on Instagram A post shared by Arun Icecreams (@arunicecreams) Similarly, Havmor has been connecting with its audience on social media through IPL-themed contests. View this post on Instagram A post shared by Havmor Ice Creams (@havmoricecreams) The brand has also introduced interactive IPL-special packs featuring QR codes. These innovative packs offer consumers the opportunity to win a range of prizes. View this post on Instagram A post shared by Havmor Ice Creams (@havmoricecreams) From nostalgic ads to star-studded commercials, summer-specific flavours and IPL-themed promotions and contests, ice cream brands are leaving no stone unturned to connect with their audience and enhance the summer experience.

Intellion Offices by Tata Realty debuts new sonic identity for brand resonance

Tata Realty & Infrastructure Ltd. has unveiled a sonic brand identity for its Intellion Office Parks . It is crafted by BrandMusiq and aimed at enhancing brand recognition and delivering a seamless experience across all touchpoints. Incorporating the archetypes of a Dominant Ruler and SubDominant Creator, Intellion offices new sonic branding initiative is aimed at resonating with courage, compassion, and laughter. The Tata Realty MOGO is an immersive sonic experience. With a melody, BrandMusiq's craftsmanship is evident in the Tata Realty MOGOSCAPE, a carefully curated soundscape that merges traditional elements such as saxophone, trumpets, and horns, symbolising authority and a commanding presence. Furthermore, subtle digital sound elements are woven into the soundscape. Sanjay Dutt , MD & CEO at TATA Realty & Infrastructure Ltd. , expressed enthusiasm about the launch, stating, The introduction of our new sonic branding represents a pivotal moment in our journey. Our auditory identity, encapsulated in the form of MOGO and MOGOSCAPE, is more than just a musical composition; it is about distinguishing Intellion as a brand. Through this industry first initiative, we merge the traditional with the contemporary, echoing the harmonious blend of leadership, innovation, and empathy that defines Tata Realty. As our sonic branding permeates every aspect of our brand identity, it will transcend from a mere melody to become an omnipresent symbol of our identity. It will serve as a cohesive and enduring expression of Tata Realty's Intellion commercial spaces brand, fostering a profound and lasting connection with our diverse audience. Realty's sonic branding at Intellion has been launched across all its operational assets. Visitors & occupiers will have the opportunity to immerse themselves in the music and share the emotions it evokes. The sonic branding is set to become an integral part of Intellion office space's brand presence, resonating through lobbies, lifts, and across various touchpoints such as videos and podcasts.

Sociapa secures the digital marketing mandate for Tennishub

Sociapa, the marketing agency, has bagged the digital mandate for Tennishub, an online tennis store. This partnership marks a milestone in Sociapa's journey towards enhancing digital footprints across diverse industries. Tennishub is a one-stop shop for all tennis enthusiasts, offering an array of tennis equipment, including racquets, shoes, apparel, balls, bags, strings, and accessories with a collection of brands such as Yonex, Wilson, Adidas, Asics, Tecnifibre, and more. Founder of Sociapa, Dheeraj Raj, expressed his profound excitement on the partnership with Tennishub. He said, We are truly elated to join hands with Tennishub, a brand that exemplifies excellence in its field. With his visionary perspective and unwavering commitment, Mr. Raj envisions this collaboration as a remarkable opportunity to synergize expertise and elevate brand resonance to greater heights. He also added, The prospect of embarking on this journey with Tennishub fills me with immense happiness and optimism. In response to the announcement, Ronak Sachdeva, Founder, Tennishub expressed equal enthusiasm for the collaboration, stating that We are equally thrilled to partner with Sociapa, recognizing the agency's expertise and innovative strategies in the digital marketing landscape. Sociapas services encompass a spectrum of Digital Marketing, Creative & Communication Services, Videography and Photography, PR services, Consultation, and Facilitating brands in conducting Focused Group Discussions and Central Location Tests (FGD/CLT). The agency has delivered campaigns for brands, including Apis Ramadan Campaign, Mint ChocOn's association with Bollywood actress Janhvi Kapoor, and successful influencer campaigns featuring figures like Chef Ranveer Brar and comedian Zakir Khan. Noteworthy endeavours include the Ramadan campaign for Apis honey and the Unity Run campaign with Milind Soman as the brand ambassador. The recent collaborations include projects with Modicare, Pansari Epicure, Luxor, and Alishaan Basmati Rice, showcasing the agency's prowess in integrating social media marketing, content marketing, website design, video advertising, SEO, and influencer campaigns to deliver results.

Generative AI SaaS startup Onetab expands India operations with senior appointments

Onetab, the Generative AI SaaS startup kick-started by Saket Dandotia and Alok Patil has appointed three new senior members to strengthen its India operations. Harish Chouhan joins as Sr. Team Lead, Pratish Gopinath comes on board as VP Corporate Development, and Ankita Phanse joins as Head HR Strategy & Planning of Onetab starting this financial year. This team expansion comes as a step towards Onetabs long-term growth strategy across India and global markets. Harish Chouhan comes with over 17+ years of industry expertise which spans across multiple domains. Before Onetab, he was with Panamax Infotech, Linkites Pvt. Ltd, and InfoBeans Systems India Pvt Ltd. At Onetab he will be collaborating closely with the leadership team where he will contribute to strategic planning and execution along with fostering innovation, promoting excellence, and staying abreast of market trends and customer needs. Pratish Gopinath will be based out of Bangalore where he will be spearheading the Bangalore office opening and hiring process. He will also look into identifying and executing strategic partnerships, investor and VC relations and hosting Onetabs latest initiative One Bharat across multiple cities across India. Ankita Phanse comes with over 7 years of experience in and around the scope of HR operations and Generalist HR affairs. She holds an MBA with dual specialization in HR and Finance, and her role at Onetab is to leverage her expertise to develop and implement HR policies/processes and programs fostering work culture at OneTab. Speaking on the new appointments Saket Dandotia , Founder, Onetab said , I am excited for Onetab as we welcome Harish, Pratish and Ankita onboard. At Onetab we are currently on a growing spree, and we need a strong team with matches our long-term vision. With our new property, OneBharat, now activated and other activities in the pipeline, this step of hiring senior team members comes in sync with our future goals.

Ad Club Bangalore launches Inspiration Room: A series of thought leadership programs for A&M professionals

The Ad Club Bangalore has launched Inspiration Room , a new initiative designed to inspire and educate the advertising and marketing community in India. This series of thought leadership programs will offer a range of formats fostering a dynamic exchange of ideas. We are very excited to launch the Inspiration Room series, said Laeeq Ali , Founder of Origami Creative and President of Ad Club Bangalore. This initiative is conceived to be a series of high-quality masterclasses, talk shows, discussions and workshops, where creative professionals will get to hear from the experts and interact with the best. The first program in the Inspiration Room series was a round table discussion focusing on Generative AI, a rapidly evolving field with significant implications for the future of advertising and marketing. A panel of industry experts delved into the opportunities and challenges of Gen AI. Members of the panel were Ajay Joseph, Head of Sales & Channel Adobe, Varun Khiatani, Strategy, Lead, Talented and Azmina Poddar, Managing Director Accenture Song. The discussion was moderated by Ganga Ganapathi, VP International Marketing and agency practice Epsilon India. The event, held in partnership with Adobe, brought together senior leaders from the advertising and marketing community for a discussion in Bangalore. Speakers of the evening who shared their interesting perspectives included Shridhar Gopalan, Technology Marketing Evangelist and Founder of Billaway, Nishad Ramachandran, Partner Spread Design & Innovation and Vignesh Kamath, Manipal Digital. The advertising world is going through a rapid change, said Ali. We felt that Generative AI would be an apt topic for the fraternity to discuss, especially considering the rise of tools like LLMs and Adobe Firefly. We look forward to bringing more relevant topics like these under the banner of Inspiration Room. The Inspiration Room was not only inspiring but thoroughly insightful. The quality of conversation and maturity around topics like GenAI made me feel extremely bullish on the Indian marketing and advertising fraternity, said Varun Khiatani , Strategy Lead at Talented. The Inspiration Room by Ad Club Bangalore was true to its name. Adobe Firefly demos and use cases presented were amazing. A legally compliant creative accelerator is great to see. I have already referenced discussions from the meeting multiple times the very next day, said Shridhar Gopalan , Technology Marketing Evangelist and Founder of Billaway. The inspiration room is a lovely initiative by the Ad Club, Bangalore. I really enjoyed the very insightful session organised by Adobe Firefly. I went back richer with some great stories and ideas on Gen AI, said Azmina Poddar , Managing Director of Accenture Song. The Inspiration Room event was truly motivating, showcasing the boundless potential of GenAI through work examples, practical tools, and entertainment. My key takeaway? Never start from scratch again! said Ganga Ganapathi , VP, Head of International Marketing, Epsilon.

India's theatre-going population hit 157.4 mn in 2023, up 29%: Ormax report

A new annual report from media analytics firm Ormax Media, titled Sizing The Cinema: 2024 , sheds light on the growth of the Indian theatrical market. The report, based on research conducted in January 2024 among 8,500 Indian audiences across both urban and rural areas, reveals significant growth in the number of theatre-goers in India vis--vis the previous year. According to the report, India now has 157.4 Million or 15.7 Crore theatre-goers i.e., those who watched at least one film in a theatre in 2023. This not only marks a 29% increase compared to the previous year (12.2 crore) but also surpasses the pre-pandemic level (14.6 crore) by 8%. This 15.7 Crore audience contributed to the 94.3 Crore footfalls at the domestic box office in 2023, which comes to an average of 6.0 films watched by a typical theatre-goer in India, across all languages put together. The report also provides demographic (age, gender), geographic and language-wise breakdown of the theatrical audience. Hindi-language cinema has seen the most significant growth, with its audience rising to 9.2 crore, a 58% increase over 2022. Tamil, Telugu, and Kannada films have witnessed a minor drop in audience shares, while Malayalam cinema experienced a 19% increase in audience, rising from 1.0 crore in 2022 to 1.2 crore in 2023. Sanket Kulkarni , Head: of Business Development (Theatrical) at Ormax Media , emphasized the importance of such data for industry decision-making. Market sizing and audience data are as crucial as box office numbers when it comes to strategic decision-making, Kulkarni said. With a history of more than 100 years and 12,000 Crore plus box office, the Indian film industry needs and deserves a study of this nature and stature. While it is well understood that the theatrical business has made a sound recovery post the pandemic, this report quantifies the recovery, at the level of markets, languages and demographics, leading to a deeper understanding of Indias theatre-going population. The full report is available by subscription for film studios, production companies, investors, exhibitors, distributors, media agencies and other companies associated with the theatrical category in India.

Let Women be Women: Moving on from the Good Girl trope

Wonderwoman, girlboss, supermom! It is the era of the pseudo-feminist marketing. Under the guise of empowerment, we pressurise women at every step. Let us talk about where it all began. The Good Wifes Guide is a magazine article rumored to have been published in the May 13, 1955 issue of Housekeeping Monthly , describing how a good wife should act, containing material that reflects a very different role assignment from contemporary American society. The article states in bullet points - Come evening, have dinner ready. Plan ahead, even the night before, to have a delicious meal ready, on time for his return. This is a way of letting him know that you have been thinking about him and are concerned about his needs. Look good for him. Touch up your makeup, put a ribbon in your hair and be fresh-looking. He has just been with a lot of work-weary people. Be more interesting for him. His boring day may need a lift and one of your duties is to provide it. Prepare the children. They need to look good. Minimize all noise. Listen to him. You may have a dozen important things to tell him, but the moment of his arrival is not the time. Let him talk first -remember, his topics of conversation are more important than yours. Dont complain if hes late home for dinner or even if he stays out all night. Count this as minor compared to what he might have gone through that day. A good wife always knows her place. All ads started off with the good girl, the good daughter, the good girlfriend and the good wife trope. Even today, many brands take this road, where domestic and cleaning/kitchen products and even kids' food items are endorsed only by women, as if hinting that it is her duty to manage these, because well, she does it better. Characteristics of good girl syndrome may include people-pleasing , always seeking external validation, chasing perfectionism , avoiding any kind of confrontation, self-sacrifice and all leading to a low self-esteem . It is still rare to see ads with women buying or driving cars, buying homes, shares or any financial products. It took me three years to convince a car brand to put a woman behind the wheel. While making the financial literacy campaign for Paytm , one of the most progressive campaigns Ive worked on, I realised the huge gap that exists in the most affluent homes. The Good Girl consists of several different stereotypes but the most popular one is the domestic goddess . She is loved by every single brand. Marketing has played a key role in creating her and painting her as a dream or a fairytale for the audience. And making them believe that she can achieve the Good Girl/ Wife status if she buys a particular product. Despite womens progress in many parts of the society, ads still send underhanded, secret messages about how the boss-woman, or the 'supermoms' or get-it-all-girl should always look. A subtle, perfectionist narrative tells women all through their lives that they are not good enough as what they are. They need to change their appearance, face, hair, clothes, and house. Whatever they do, it isnt enough. And this endless perfectionism can be very damaging. Brands appear to be presenting a more positive and progressive message for women, but in reality, all that they have done is, tricked us. How? Being thin is about wellness or fitness. Staying beautiful is being ageless. There is an expert who in his baritone voice tells the woman to be bold(er), strong(er), fit(er), health(ier). And we believe him, because it is years ofconditioning. Within board rooms, we still choose models, actresses or influencers who are fair, thin and young. It is still rare to hear the word dusky, or lets not do size zero. If we really have become progressive, why are anti-ageing creams or weight loss products still primarily targeted to women? Uh uh, no more fairness creams but brighter skin, blemish free skin, wrinkle free skin. Seems fine, isnt it? Historically there werent channels available to women to talk to each other about how objecti onable they found this stuff. But now, social media, despite all its faults, has also been a brilliant way for women to discuss. Think about the collective impact that it can have when the same things are being said over and over again, which are usually: Be thinner, be fairer, be more feminine, be this and be that Cumulatively, it does have an effect. But why not sell products in a way that is going to have a positive effect on women, not just young women but all women? Like the funny women. Or the older women. They seem missing from popular culture or ads. After all, the assumption is that women dont have a sense of humour. How about we start a series women will be women . Similarly, older women - above 50? How many of them do we see in advertising? Only one in 30 ads? May be lesser. Older women are also tired of looking at advertising that just features women under 30. You would hear, But wont that put people off if you show older women? First of all, older women have the money. Secondly, younger women would appreciate the fact that she will have some role models to look up to. So, the next time you see an ad, tell me, was she a good girl? This article is penned by Anupama Ramaswamy , Chief Creative Officer, Havas Worldwide India. Disclaimer: The article features the opinion of the author and does not necessarily reflect the stance of the publication.

Auto Sector's digital ad impressions surge 5x from 2019 to 2023: TAM AdEx report

TAM AdEx's recent report summarizes ad volumes in the Auto sector across TV, Print, Digital, and Radio for 2023. Titled '2023 Cross Media Advertising Recap - Auto Sector', the report provides an overview of advertising trends. Television - Ad Volumes As per the report, Television ad volumes in the Auto Sector declined by 18% in the year 2023 over 2019. October 2023 have observed the highest ad volume share of 11.8% on TV for the Auto Sector. Cars were the top category on TV from the Auto sector with a 50% share of ad volumes in 2023. Among top advertisers, Maruti Suzuki India secured the first position with a 12% share of ad volumes in 2023. Digital - Ad Impressions On Digital, ad impressions for the Auto Sector increased by almost five times during 2023 over 2019. October 2023 had the highest share of ad impressions of 16.1% on Digital for Auto Sector. The top 10 advertisers from the Sector together added 71% share of ad impressions with Kia Motors Corporation leading the list in the previous year. Programmatic topped with a 76% share of transaction methods for the Auto Sector in 2023. Print - Ad Space Ad space/publication in Print of the Auto Sector witnessed a de-growth of 20% during 2023 over 2019. In Quarterly Trends, ad space for Quarter four increased by 62% over Quarter one. For Auto Sector advertising in Print, North was the leading territory with a 32% share of ad space in the previous year. Sales Promotion for the Sector accounted for 58% of ad space in the Print medium. Radio - Ad Volumes Indexed ad volume on Radio reflected a growth of 51% in 2023 over 2019 for the Auto Sector. Both Quarter three and Quarter four of 2023 observed growth of 9% and 31% compared to Quarter one for the Auto Sector. Gujarat was the top state with a 19% share of ad volumes followed by Maharashtra with an 18% share. Advertising was preferred in Evening and Morning time bands on the Radio. You can read the full report here.

Brands advocate for sustainability this Earth Day

Since its inception in the 1970s, Earth Day celebrated globally on April 22nd has millions of people participating in a variety of activities to promote environmental sustainability. It's a day dedicated to raising awareness about climate change and promoting sustainable practices, such as tree planting, recycling drives, beach cleanups, and educational workshops. Earth Day is a day to take action to mitigate the damage caused by human activity. With our summers growing warmer, winters getting colder, and extreme weather conditions becoming more frequent and severe, climate change is affecting everyone, showcasing the importance of this day. Although projections indicate that by 2050, India could be one of the hottest countries in the world, we already seem to be dealing with its effects in 2024. Reflecting on our relationship with the environment, Earth Day, in recent years, has also become a key moment for brands to engage with their audiences through environmental campaigns and social media posts with them using this day to engage with their audience. Following the same, this year, Swiggy promoted its eco-friendly mode of delivery through a social media post, emphasizing the benefits of sustainable practices. Additionally, Shaadi.com took a humourous approach by tweeting, 'Tumne bataya nahi aaj tumhara din hai' personifying The Earth as a person.Similarly Britannia's 'Har Pocket Ab Dustbin' campaign attempted to encourage millions of consumers to join the brand in its commitment towards efficient plastic collection and processing, leading to 100% plastic neutrality. While brands like Ixigo and Blinkit kept their messages simple, here's a look at a few other brand creatives that we came across. Swiggy choose eco saver while placing your next order and help reduce pollution a little extra wait today means a brighter, greener tomorrow #EarthDay pic.twitter.com/YOs99ZY66O Swiggy (@Swiggy) April 22, 2024 Swiggy Instamart You only get mangoes on this planet, lets all pledge to save it together #EarthDay Swiggy Instamart (@SwiggyInstamart) April 22, 2024 Shaadi.com Tumne bataya nahi aaj tumhara din hai #EarthDay2024 Shaadi.com (@ShaadiDotCom) April 22, 2024 ixigo May we learn to protect the Earth in the same way that we protect our passport on a trip! #EarthDay2024 pic.twitter.com/cZpbaCLMba ixigo (@ixigo) April 22, 2024 Nat Geo India Lets adopt sustainable practices into our daily lives & inspire others. The Time To Act is Now! Adopt Sustainable Living. #OneForChange To learn how you can help, visit our wall on Instagram @natgeoindia . #OneForChange #EarthDay #NatGeoIndia pic.twitter.com/bnR0Ss4xTJ Nat Geo India (@NatGeoIndia) April 22, 2024 Croma Retail A day to realise that we need to use the recycle bin in real life too #WorldEarthDay #Croma #Electronics #Gadgets #EarthDay2024 #Topical Croma (@cromaretail) April 22, 2024 BlinkIt happy earth day #EarthDay pic.twitter.com/zKlbGVrf9h Blinkit (@letsblinkit) April 22, 2024 Intel India View this post on Instagram A post shared by Intel India (@intelindia) Noise View this post on Instagram A post shared by Noise (@go_noise) Britannia Did you come across any other interesting brand creatives or campaigns celebrating Earth Day that we missed out on? If yes, then share it with us at team@socialsamosa.com or post it in the comments section below.

Nandini faces criticism for sponsoring Ireland and Scotland teams

The dairy brand Nandini, affiliated with the Karnataka Milk Federation, has decided to sponsor the cricket teams of Scotland and Ireland for the upcoming ICC Mens T20 World Cup 2024. According to MK Jagadish, the managing director of KMF, the teams will prominently display the 'Nandini' brand during the matches. This initiative aims to enhance the brand's global presence, especially in regions like the United States, Middle East, and Singapore, as stated by Jagdish. However, this move has faced criticism from TV Mohandas Pai, the former Chief Financial Officer (CFO) of Infosys, who questioned the decision in a post on X platform. Pai suggested that instead of sponsoring foreign teams, KMF should consider supporting local entities such as the Karnataka Ranji team, athletes, artists, or providing scholarships to underprivileged children. He pointed out that KMF's funds primarily come from Kannadiga taxpayers, subsidies, and budgetary investments, but they choose to spend on foreign teams with less recognition. Why not sponsor the Karnataka Ranji team , Karnataka sports persons, Karnataka artists? Farmers children, scholarship for poor? Kmf is funded by Kannadiga tax papers money, subsidy and investments from budget but chooses to spend on foreign teams whom nobody knows! @siddaramaiah https://t.co/i8DFYl3Pcl Mohandas Pai (@TVMohandasPai) April 21, 2024 In response to Pai's criticism, KM Jagdish defended the sponsorship decision by highlighting that 85% of the federation's revenues directly benefit farmers in India.

Alia Bhatt uplifts her spirits through a bite of chocolate in Cadbury Perk's new ad

Cadbury Perk, one of Mondelez Indias brands, launches a playful campaign with Bollywood actress Alia Bhatt. Through a TV commercial, the brand encourages consumers to embrace life's challenges with a light-hearted attitude, echoing the mantra Take it lightly. With its latest campaign, crafted on the back of the brands purpose 'Take It Lightly,' it is on a mission to inspire individuals to approach life's twists and turns with humour and optimism. The ad starts with a group of friends sitting on a basketball court, watching their coach interact with one of the players, presumably giving instructions about gameplay tactics. The protagonist, Alia Bhatt, seems eager and hopeful, possibly anticipating her turn to play. However, when the coach calls her onto the court, it's not to join the game but to assign her an errand instead. Disappointed, she takes a moment to feel dejected. Her friends offer her a Cadbury Perk and as she takes a bite of chocolate, it seems to uplift her spirits. She decides to take the situation lightly, perhaps finding comfort and joy in the simple pleasure of the chocolate. Through an engaging narrative, the brand aims to resonate with its audience and encourage them to navigate life's ups and downs with a smile and a Perk in hand. Speaking about this, Nitin Saini , Vice President- Marketing, Mondelez India, said, Since its inception, Cadbury Perk has been rooted in the youth culture owing to its fun persona and lighthearted narrative. Continuing this legacy, our new film showcases how a simple change in attitude can make a big difference in positively navigating life's twists and turns. We believe this campaign will resonate with young consumers who live life with the same vivacity as personified by our brand ambassador Alia Bhatt, inspiring them to embrace a lighter and more joyful approach to everyday challenges. Speaking about the collaboration, Alia Bhatt expressed her excitement, saying, I have always been a fan of Cadbury Perk as I deeply resonate with their belief to ease through lifes small disappointments with humour and optimism. This long partnership has been an absolute delight! Sukesh Nayak , Chief Creative Officer, Ogilvy India said, We are very excited to create a new film for Cadbury Perk. This brand stands for the need of the hour - to take things lightly. There are everyday niggles that take over the best of us, dampening our mood. Perk with its light chocolate format helps us overcome such moments in life by making our mood lighter. We had fun collaborating with Alia Bhatt and Prasoon Pandey on this project, both known for always taking things lightly.

Savvytree retains Helios by Titans social media marketing mandate

Savvytree has announced the continuation of its partnership with Helios - The Watch Store under Titan in India. This marks the third year of the collaboration. Savvytree has played a key role in elevating Helios' online presence across various social media platforms. Tanya Khatter , Co-Founder of Savvytree, expressed her enthusiasm for the renewed partnership, saying, It's a privilege to continue our association with Helios by Titan. The past two years have seen substantial growth and engagement for Helios on social media. Our team is committed to developing creative and impactful campaigns that not only resonate with watch enthusiasts but also appeal to a broader audience. Savvytree has been managing the communication about time and watches for Helios on Social Media. Additionally, it has been instrumental in orchestrating in-store activities that complement their online campaigns, creating a cohesive brand experience. The agency has worked on social media management, where it delivers content for the brand.

Tier 2 cities lead the way in fantasy gaming with 65% of revenue: Redseer report

The recent commencement of the Indian Premier League (IPL) marked the beginning of yet another captivating season. Beyond the spectacle of matches and on-field excitement, the IPL serves as a significant driver of economic activity, fostering growth and engagement across various sectors. As the IPL progresses, another notable player emerges in the economic landscape: the fantasy gaming industry. Leveraging the IPL's distinctive format and broad appeal, fantasy sports platforms are thriving during this lucrative period. Fantasy games, akin to sports betting, involve users creating fictional teams comprising real athletes from a specific sport, with winners determined by points accrued. Numerous organizations in India, such as Dream11, Games 24X7, My11Circle, Mobile Premier League (MPL), Fantasy Akhada, and MyTeam11, engage in fantasy sports. The surge in user engagement and investment during the IPL has directly fueled the rapid expansion of this sector, underscoring the transformation of fantasy sports from a niche pastime to a significant economic force. These gaming platforms offer more than just passive viewing; they invite active participation. Participants assemble their dream teams and earn points based on the performance of real players in actual games. The user base for these platforms is experiencing a surge during this IPL season, influencing everything from platform adoption to digital transactions. According to a report by Redseer Strategy Consultants, the fantasy sports revolution is gaining momentum in tier 2 cities and beyond in 2024, with over 65% of revenue originating from these local internet economies. With the current trends in the IPL season, fantasy sports revenue is anticipated to rise by 25-30% compared to 2023, reaching USD 500-525 million in IPL 2024. Impact on fantasy gaming industry The IPL's influence extends beyond cricket, catalyzing economic activity across industries, particularly in the fantasy gaming sector. This season witnesses a significant rise in revenue, with a substantial portion originating from tier 2 cities and beyond. Projections indicate a remarkable surge in revenue compared to previous years, reaching new heights. User Engagement Fantasy leagues have experienced a surge in popularity, with platforms like Dream11 and My 11 Circle offering immersive experiences that go beyond passive viewership. The IPL season sees a substantial increase in both daily active cash users and revenue per person, driven by enticing cash prizes and innovative initiatives. Explosive start With a fraction of matches already played, the IPL season demonstrates promising results for fantasy gaming platforms, achieving substantial revenue growth compared to business as usual. Successful marketing campaigns and new user adoption contribute to this early success. Innovative solutions and opportunities Fantasy gaming platforms have introduced innovative features and campaigns to enhance user experience and drive engagement. These include AI-powered features, higher cash prizes, engaging campaigns, and celebrity endorsements, making fantasy gaming more accessible and appealing than ever before. Macro view The surge in fantasy gaming during the IPL reflects a broader trend of integration between sports, technology, and economic activity. The IPL serves as a catalyst for this integration, benefiting various stakeholders and contributing to economic growth across different sectors.

JioCinema hints at new ad-free streaming plan

JioCinema has hinted at a potential shift with a new subscription plan. Speculation is rife that this plan could offer ad-free streaming of matches and other content. During the IPL match between Sunrisers Hyderabad and Delhi Capitals on April 20, an advertisement on X sparked curiosity among viewers. The ad teased a forthcoming change, stating, Change is constant, but your plan doesn't have to be. A new plan coming April 25th. The commercial depicted a couple watching TV with sports commentary in the background, interrupted by the question, To aaj kya plan hai? (What's the plan for today?), to which they reply, Aaj dekhenge series of ads (Today, we'll watch a series of ads). Change is constant, but your plan doesn't have to be A new plan. Coming April 25th. #JioCinema pic.twitter.com/aJ4FtsBl7J JioCinema (@JioCinema) April 21, 2024 While JioCinema's existing subscription plans cost INR 999 annually and INR 99 monthly, the platform has faced criticism for including ads despite subscription charges. Last year, when the platform streamed IPL matches for free, many viewed it as a strategy to acquire customers, anticipating a transition to paywalls in the future. While specifics of the new plan remain undisclosed, the ad suggests a forthcoming option to eliminate ads, catering to user preferences for uninterrupted viewing.

Meta AI blocks certain election-related queries in India

Meta has begun filtering out specific inquiries within its chatbot as the Indian general elections commenced. Last week, Meta initiated trials of its AI chatbot in India across WhatsApp, Instagram, and Messenger. Meta has acknowledged that it's limiting certain election-related keywords for the AI during this testing phase, with ongoing efforts to refine the AI response system, Techcrunch reported. This move aligns Meta with other major tech companies proactively adjusting the scope of their generative AI services ahead of significant elections. Concerns from critics revolve around the potential for AI to disseminate misleading or false information, impacting the democratic process. Last month, Google took similar steps by blocking election-related queries in its Gemini chatbot in India and other election-bound markets. Meta's strategy mirrors broader initiatives concerning content regulation in the run-up to elections. The company has pledged to halt political ads in the week leading up to any election globally and is actively identifying and disclosing AI-generated content in ads or other material. Meta's management of election-related AI queries involves a blocklist system. Queries about specific politicians, candidates, officeholders, and certain terms redirect users to the Election Commission's website. Meta has introduced a new Meta AI chatbot powered by Llama 3 in over a dozen countries, excluding India for now, where it remains in the testing phase. Currently, Meta AI isn't restricting queries related to U.S. elections, such as Tell me about Joe Biden. It remains unclear whether Meta intends to impose restrictions on Meta AI queries during U.S. elections or in other markets.

The Good Glamm Group's Sukhleen Aneja to move on

According to media reports,Sukhleen Aneja, Chief Executive Officer (CEO) of The Good Glamm Group, is slated to depart from her role in July 2024. Aneja, who joined the direct-to-consumer (D2C) brand in 2021, brings nearly two decades of experience in the FMCG sector, having held significant positions at major companies such as Unilever, Reckitt, and L'Oral. In response to Aneja's departure, The Good Glamm Group has opted not to immediately appoint a new CEO. Instead, the company has announced strategic appointments within its leadership team. Ketan Bhatia and Ankita Bharadwaj have been named as Group Brand Director and Director of Brand and Marketing, respectively. They will spearhead the brand's business operations in tandem with Darpan Sanghvi, the group's founder and chief executive, reports stated. This transition signifies a shift in leadership dynamics within the company, as it navigates its future trajectory in the dynamic landscape of the consumer goods industry.

Havas Worldwide India strengthens its creative team with new appointments

Havas Worldwide India, the creative agency of Havas India, has strengthened its creative team with the appointment of Arjun Jetly, Neharika Awal, Ajitesh Verma, and Monish Gupta as Executive Creative Directors. Based out of Gurugram, all four will report to Anupama Ramaswamy, Chief Creative Officer of Havas Worldwide India, and will be responsible for further strengthening the creative offering of the agency. Speaking about the appointments, Anupama Ramaswamy , Chief Creative Officer, Havas Worldwide India, said, Now is the time for our work to shine. And I cant think of a better team to lead this than Neharika, Monish, Arjun and Ajitesh. Im delighted to welcome them into the Havas family. They are a dynamic bunch, brimming with new ideas, each having their own individual strengths, which will not just help the brands we work on but also the teams. I believe in their capabilities and mindset to take Havas Worldwide India to newer heights. In his second stint with Havas Worldwide India, Arjun Jetly was the brain behind some of Durexs most-loved campaigns including Mutual Climax and Invisible. He joins the agency from Cheil India and has also worked in agencies like The Glitch. Throughout his career, hes worked extensively on marquee brands from across categories including Durex, Veet, Mirinda, 7Up, Monkey Shoulder, Lays, Kurkure, Doritos, Cadbury, 5-Star, Horlicks, Eno, Happydent, Mentos, Adobe, MG Motor, to name a few. He has also won prestigious awards for his work, including Cannes Lions, Effies and ABBYs. Neharika Awal has joined Havas Worldwide India following an 8-year stint in Dentsu. Before Dentsu, she worked at Leo Burnett, Saatchi & Saatchi, Ogilvy and DDB Mudra. Through the course of her career, she has worked with leading brands including Honda Cars, OLX, Biba, Chaayos, Tasva, Canon and Dominos, to name a few, and has prominent awards including Effies and ABBYs to her name. Ajitesh Verma has worked with erstwhile Wunderman Thompson, BBDO India, McCann Worldwide and Leo Burnett before joining Havas Worldwide India. Some of his most accomplished work has been on brands from diverse sectors including Meta, The Times of India, Flipkart, PhonePe, Swiggy, Mountain Dew Global, Pepsi Foods, ITC, Britannia, Nestl and GSK. Throughout his career, Monish Gupta has managed a wide portfolio of brands, including some of the biggest names in Auto, Consumer Electronics, Lifestyle, Fashion, and Hospitality including Maruti Suzuki, Honda Bikes, Citron, LG, Samsung Phones, Myntra, and Burger King, among others. Monish who joins Havas Worldwide India from Leo Burnett has also worked at Dentsu, Lowe Lintas, erstwhile J Walter Thompson and Cheil.

Challenges of diminishing margins in the advertising business

There was a time in the golden era of advertising during the late last century (1975-1995) when high ranking management graduates straight from leading management institutes like the IIMs, XLRI used to queue up at campus interviews to join the advertising agency profession and make a mark in the industry. Some of the CEOs of leading ad agencies in the first two decades of the twenty-first century were actually from these premier institutes who had left lasting impact on the industry as well as the agencies they headed. How could agencies afford these management graduates who came at 50%+ premium over normal entries in the profession? The answer is simple: in those days agencies worked on 15% commission on conventional media and production, and were paid art charges based on rate cards. Media release costs have usually been 80-90% of the clients advertising spends and 15% compensation allowed the agencies to generate decent revenues and they could afford to pick up the best talents in the industry. The clients and their brands got far better quality of brand planning and strategies executed by teams led by these intellectually superior marketing driven advertising professionals trained at Indias best institutes. Compare these with the situation today as a result of depleting agency revenues. From the early part of this century, agency compensation models globally started coming under severe review by advertisers and the first victim was the slashing of the agency commission model. It started sliding down towards a deep gorge from 15% to 10% to 7.5% to 5% and even 2.5%. Over and above this, two other dynamics added to the woes of the agencies. With liberalization from the nineties, global agencies and their subsidiaries started following the big global brands that were entering the Indian market as well as proliferation of Indian agencies through breakaways of senior Indian professionals from MNC agencies as the advertising industry was maturing and somewhat saturating. My founding of BEI Confluence breaking away from McCann Erickson in 1998 is a case in point. With a large crowd of agencies, both international and indigenous, the dog-eat-dog phenomena in agency pitches began in full swing, and clients taking full advantage of this in getting many agencies and their pitch ideas as well as in commercial negotiations which in many cases started overtaking the professional considerations. This was the time when the retainer fee concept was globally introduced for agencies to protect their fixed cost, 50-60% of which was the salary cost as human talent is the only capital on which ad agencies can survive. In such competitive situations agencies often were compelled to accept sub-optimal compensation plans just to get the business and sustain. And quality of human resources became the first victim as agencies started compromising on quality and number of professionals to ensure their bottom-line. This model continues to be still the most acceptable one for creative and social/digital agencies, while the media agencies both in mainline and digital work on a media commission which is also on an ever sliding mode. Advertising as a business today is far more complex than it was a few decades back. The re-structuring of the larger MNC agencies into various specialized discipline based independent companies under holding groups have gained momentum and separate creative, media, digital, PR agencies today are the new order. As a result the 360 offering through a single window has now more to do with total services being offered by a Group or a Holding Company rather than one brand of the advertising agency. This being the trend of last 10 years or so, and the start-up agencies in India today are also being built on the platform of specialized skillsets and services, primarily in Digital. These start-up digital agencies built by advertising techies or tech buffs who may be rank outsiders in advertising, offer deep-tech services along with the basic hygiene like Social media are changing the rules of the game in many ways. They are far more experimentative and like to dabble with newer things and being fleet-footed and nimble, having lower overheads and working on a scale-up model, they offer a refreshing change from the conventional ad agencies with a Digital Division or even established Digital Agencies that are standalone or independent companies owned by large MNC groups. To survive in this complex advertising industry, existing and conventional 360 agencies need to re-invent and refersh themselves every few years to stay relevant and ahead of the curve. As tech-driven digital communication is the future of this industry, and agencies must invest in talent and technology to survive and grow. This is particularly applicable for fully independent Indian agencies some of whom are pretty large but lack access to the latest technology, while global agencies have the advantage of T&D, tools, technologies from the international Group HQ. Such refresh buttons can only be pressed by the larger Indian agency groups if they have access to adequate funds for investment and a vision to compete with the large MNC groups. With two Indian agencies in last one year going for IPOs is a sign that Indian agencies are alive to the challenge and are acquiring funds to make investments in tech-based domains to stay ahead and build their own brands of adverising agencies. While adequate finance is a continuing necessity to stay relevant, however every agencys core competence lies in the product it creates - the communication idea for its brands and its execution that positively impacts the brands life with the consumers. Impactful communication builds The Wow Factor that makes the agency stand apart from its peers and competition. These campaigns with The Wow Factor need to be suitably nurtured in the agency and selectively promoted through winning awards or publishing as case studies to help build the Agencys equity. The agencys professional equity and its robust financial standing is what I call The Worth Factor . While very few agencies can create The Wow Factor through their advertising consistently over a long period, The Worth Factor is a slow, brick by brick building process and while it substantially relies on The Wow Factor of their campaigns to build the agency brand, it also is dependent to a large extent on managing and controlling the business side of the agency on a sustained basis to build a strong organisation. Long term agency players have been built that way the world over. Sir Martin Sorrell was at the end of the day a businessman who built a huge advertising empire with an astronomical Worth Factor . This article is penned by Tapas Gupta , Chairman and Managing Director of BEI Confluence Communication Ltd. Disclaimer: The article features the opinion of the author and does not necessarily reflect the stance of the publication.

Brands creatives encourage citizens to exercise their right to vote

India's general elections, known as the Lok Sabha Elections, are a significant event in the country's democratic process. These elections determine the composition of the Lok Sabha, the lower house of India's Parliament, and play a crucial role in shaping the nation's future. With India's Lok Sabha Elections starting today, brands are actively encouraging citizens to exercise their right to vote. From social media posts to campaigns and digital ads, brands are emphasizing the importance of participation thereby urging citizens to step out and make their voices heard. By leveraging their platforms and influence, brands are playing an important role in promoting engagement and democracy in the country. This year, Manforce Condoms humorously asked its users to share the best use of their finger, indicating the importance of voting, Zomato emphasized the significance of voting by stating, 'Deciding what to eat is not as crucial as deciding who should lead.' With many brands sharing their own humorous takes on Election Day memes, here's a look at a few other brand creatives that we came across. Manforce Condoms View this post on Instagram A post shared by Manforce Condoms (@manforceindia) Zomato deciding what to eat is not as important as deciding who should lead. go out and vote in #LokSabaElections2024 zomato (@zomato) April 19, 2024 Swiggy Instamart Kuch daag acche hote hain. Do vote #LokSabhaElection2024 pic.twitter.com/R61TnbVxnR Swiggy Instamart (@SwiggyInstamart) April 19, 2024 Shaadi.com View this post on Instagram A post shared by Shaadi.com (@shaadi.com) Duroflex Mattress View this post on Instagram A post shared by Duroflex (@duroflexworld) Google India View this post on Instagram A post shared by Google India (@googleindia) Amul India View this post on Instagram A post shared by Amul - The Taste of India (@amul_india) Myntra The most stylish hand accessory you can flaunt: #ElectionDay pic.twitter.com/FFwqnEJJvY Myntra (@myntra) April 19, 2024 Eat Sure View this post on Instagram A post shared by EatSure - Foodcourt on an App (@eatsurenow) Extra Marks View this post on Instagram A post shared by Extramarks Education (@extramarks) Jeevansaathi.com For choosing For choosing right partner right leader pic.twitter.com/PySi2pqxoC Jeevansathi.com (@Jeevansathi_com) April 19, 2024 ixigo It's time to take the most important trip of the year Head out to vote in the #LokSabhaElections2024 ixigo (@ixigo) April 19, 2024 Did you come across any other interesting brand creatives encouraging citizens to exercise their right to vote that we missed out on? If yes, then share it with us at team@socialsamosa.com or post it in the comments section below.

Ecom-Gaming dominates ad volumes in IPL 17 with 18% share: TAM Report

TAM India has released its latest report on commercial advertising during IPL 2024. It details statistics from the first 31 matches of IPL 2024. According to it, during IPL 17 (2024), the count of categories and advertisers increased by 59% and 38% compared to IPL 16 (2023). The top five categories present in IPL 17 together covered 48% share of ad volumes with Ecom-Gaming leading the list. Also, throughout all the 31 matches of IPL 17, Ecom-Gaming dominated the category list. The report further states that Ecom-Gaming and Pan Masala were the common categories between IPL 17 and IPL 16. Among the top five Categories in IPL 17, two were from the Food & Beverages Sector. In Advertisers, Sporta Technologies maintained the top position during 16 matches and Parle Products dominated the top position during 15 matches in IPL 17. Together, the top advertisers added a 37% share of ad volumes in IPL 17. Furthermore, Sporta Technologies, Vishnu Packaging and K P Pan Foods were the common advertisers present in top 5 advertisers between IPL 17 & IPL 16. In the 31 matches of IPL 17, there were 37 new categories and 94 new brands present compared to the same no. of matches in IPL 16. Parle Food Products and Groww secured first and second positions among the top 5 new brands present in IPL 17.

Agnello Dias joins Spinach Experience Design as Co-founder

Agnello Dias , the former Creative Chairman of Dentsu and Co-founder of TaprootDentsu has joined Spinach Experience Design as Co-founder. Eshani Kumbhani , Co-founder at Spinach Experience Design, celebrated Dias' arrival in a LinkedIn post , considering it a transformative moment for the company. She expressed her pride in announcing Dias as the #cofounder of Spinach, emphasizing his invaluable role in taking the company to the next level. With over three decades of experience in creative excellence, strategy, and leadership, Dias has left a mark on the advertising industry. His previous role at Dentsu earned global recognition, positioning the agency among the top 20 independent agencies worldwide. Now serving as Director of Growth, Strategy, and Customer Experience at Spinach, Dias is poised to drive innovation and enhance the company's market position. Dias' journey in advertising includes notable contributions at agencies like JWT and Leo Burnett India, culminating in the co-founding of Taproot India, later acquired by Dentsu.

Iconic onboards ODN for e-commerce content management

ODN (Open Doors Now) has bagged the e-commerce creatives and content mandate for the E-commerce platform Iconic along with their in-house brand Iconic and international luxury brands including GANT, True Religion, Just Cavalli, DKNY, Antony Morato, Elle, Lindbergh, Brunn & Stengade and others. ODN has been tasked with creating and deploying comprehensive e-commerce Product Detail Page (PDP) content for Iconic. This includes conceptualising and conducting e-commerce catalogue shoots, crafting search-friendly and optimized product descriptions, taking listings live on all online marketplaces, and ensuring consistent content deployment across channels. The goal is to help Iconic get more conversions across all the e-commerce platforms. Narinder Mahajan , CEO and Co-founder of ODN, said, At ODN we are committed to delivering content that not only showcases each brand's unique identity but also focuses on growing their online presence. The strategy for ICONIC will be to maximize sales and engagement through Content Strategy and Creation of Commerce Content Iconic AVP of e-commerce and Social Media, Ujjawal Kothari said, ICONIC has always focused on creating a luxurious shopping experience for its customers. The onboarding of ODN will help in the quick go-live of the products and the shopping experience for our customers by providing them with accurate, informative, and visually appealing content. The transformative online content display will be strategically re-designed to give a completely new look aligned with the brand ethos.

Media.Monks India onboards Shouvik Roy as Chief of Brand Marketing

Media.Monks India has appointed Shouvik Roy as the Chief of Brand Marketing to spearhead business transformation. Bringing his experience and entrepreneurial spirit to the table, Roy assumes the role of orchestrating strategies, to fuel the expansion of the clientele at Media.Monks India. Roys role at Media.Monks will be working closely with Robert Godinho, the Managing Director at Media.Monks India, who was promoted to drive the companys renewed focus on growth in the Indian market. Reflecting on his appointment, Shouvik Roy said, Witnessing Media.Monks journey since its inception has been inspiring. I strongly believe that India is poised to embrace the transformative potential of a creative, tech-native content company. Collaborating with Media.Monks and the exceptionally talented team here is a thrilling prospect. With a career spanning over 25 years in the branding and marketing domain, Roy boasts a track record of heading and co-founding successful advertising, content, and design ventures, including names like Elephant, and YAAP. While he continues to lead Brand Marketing at G.O.A.T Brand Labs in a consultative capacity, he served as President at Ogilvy prior to that. His portfolio encompasses collaborations with global and regional clients across sectors. Robert Godinho , Managing Director at Media.Monks India commented, Transformative growth isn't merely a choice but a necessity and Shouvik's strategic foresight and innovative mindset resonate deeply with our vision for Media.Monks India. Shouvik's seasoned expertise in fostering boardroom relationships and his proficiency in harnessing data-driven insights tied in with our legacy strengths of Tech and innovations will shape creative solutions and fortify our journey with our clients. In the ever-evolving digital realm, Media.Monks India acknowledges the critical significance of addressing the nuanced requirements of high-value clientele, whose multifaceted demands necessitate tailor-made solutions. Through a concerted focus on this segment, Media.Monks endeavors to reinforce its stature as a top-tier collaborator for brands aspiring to amplify their digital footprint and achieve tangible business objectives. As we further integrate India into the global Monks ecosystem, leveraging the transformative AI capabilities of Flow.Monks and Persona.Flow, we are poised to deliver unparalleled value and innovation on both regional and global scales, remarked Matthew Godfrey , EVP, Head of Content, APAC.

Disney's Venke Sharma joins Sprinklr

Venke Sharma joined Sprinklr as VP - Global Head of Product Strategy. He will be responsible for refining the product narrative for Sprinklr Insights and improving GTM, simplifying implementation and driving adoption. Prior to joining Sprinklr, Sharma was a part of The Walt Disney Company for an 11-year tenure during which he handled various responsibilities including Digital Marketing, CRM, Consumer Strategy and Innovation. In 2013 he started with a mandate to build and nurture the Digital Marketing and CRM capability across Star India Network. He then executed numerous digital marketing campaigns including, 'Satyamev Jayate' for Star Plus, IPL, PKL launch campaigns and the iconic Mauka Mauka for Star Sports. He established 'The Distillery,' Disney Stars data-driven analytics nerve centre, which soon transformed into a global insights hub collaborating with various Disney teams worldwide. With more than 24 years of experience, Sharma started his professional career at Mudra Communications where he was the general manager for three years. He has also been a part of Arc Worldwide (India) and Leo Burnett Indonesia.

Cannes Lions unveils its 2024 programme

The Cannes Lions International Festival of Creativitys 2024 extensive content programme will showcase more than 150 hours of content, with around 500 speakers from across the spectrum of creativity. The Festival runs from 17 to 21 June, in Cannes, France. About this years line-up, Natasha Woodwal , Director of Content, LIONS, said, Our open call for content gives us unparalleled insight into what matters most to the industry right now, and weve used this to design a programme filled with a diversity of voices offering different perspectives of global challenges. Speakers include creatives, monks, comedians, artists, filmmakers, scientists, economists, trend forecasters and Paralympians its reflective of the multifaceted world of creativity. Simon Cook , CEO, of LIONS, added, Weve identified the key areas that are top of mind for our industry and community and used these to create five core content streams that will run throughout the Festival. This line-up of world-class talent will share the thinking, processes and techniques that led to the most successful and most awarded work and provide our community with the ultimate tools, insights and knowledge they need to drive personal and business growth. The content programmes five streams are: Insights and Trends: Strategic challenges, consumer behaviours, cultural shifts and creative thinking driving the industry forward are the spotlight in this stream.P&Gs Marc Pritchard, Tejal Vishalpura, SVP, Commercial Strategy and Marketing, Novo Nordisk, withQueen Latifah, Artist, Actor, Producer and Entrepreneur will take the stage to address how creativity and community are changing the way the world thinks about weight. Innovation Unwrapped: Providing an unmissable guide to the pioneers, technologies and transformations set to revolutionise tomorrow, the Innovation Unwrapped stream will welcomeVidhya Srinivasan, Vice-President and General Manager, Advertising, Google, andAlexander Chen, Director, Creative Lab, Google, VCCPs Clare Hutchinson, R/GAs Tiffany RolfeandIPGs Jeriad Zoghbywill urge delegates to embrace commerce as the next creative frontier. The Creativity Toolbox: The ultimate portfolio of craft, processes and techniques to help you achieve creative excellence explained by award-winning creatives and brands. The session will includeTrevor Robinson OBE, Founder and Executive Creative Director, Quiet Storm, Koji Yanai, Group Senior Executive Officer, Director of the Board, Fast Retailing Co., Ltd., andTakuma Takasaki, Growth Officer, Executive Creative Director of Dentsu Group Inc. Talent and Cultures: The people and practices behind creative organisations that thrive.Ali Rez, Chief Creative Officer, Impact BBDO,Nayla Tueni, Editor-in-Chief, AnNahar Newspaper,Jay Shetty, Global Best-Selling Author, Award-Winning Storyteller, Former MonkandJay Shetty,Lynne Biggar, BCG Senior Advisor at Boston Consulting Group and Former Global Chief Marketing Officer, Visa will be present at speakers. Creative Impact: Proving the value and effectiveness of creativity, speakers includeMarcus Collins, Professor and Author, University of Michigan, andKory Marchisotto, Chief Marketing Officer, e.l.f. Beauty, Keys Soulcare and Chief Growth Officer for Kraft Heinz, Diana Frost. As previously announced, Cannes Lions has launched LIONS Creators. This new experience includes a curated mix of exclusive learning and networking opportunities for creators and those in the wider creator economy. The programme will include a full day of creator-centric content on the Terrace Stage, recognising the creator economy as a rapidly growing and increasingly important part of the marketing mix.

Harikrishnan Pillai and Manish Solanki of TheSmallBigIdea on scaling globally

In large boardroom meetings, often there is someone in one of the corners who diverts the discussion off topic and talks about healthcare, sports, movies, or some personal anecdotesomething very trivial. From these small insights, an idea is often picked that turns into something big. This Small idea which turns into something Big is the thought that the founders of TheSmallBigIdea had when naming the agency. What started as a home-grown creative agency has now completed 10 years in the industry and has ventured into the MENA region. In the span of 10 years, TSBI has made a name for itself and has bagged some notable clientele in the industry working on distinctive campaigns. As the agency celebrates 10 years in the A&M industry, Harikrishnan Pillai , Founder & CEO, TheSmallBigIdea and Manish Solanki , Co-Founder & COO, TheSmallBigIdea speak to Social Samosa about the agencys beginnings, trajectory, significant campaigns, expansion, technology, AI, state of the industry, managing people, building a business and more. Small idea, big agency Pillai candidly shares that the motivation behind starting TSBI was opportunitythe potential financial prospects. In the marketing space, you spot opportunities and money flowing in a certain direction, and you view that positively. When you want to grow faster, you pivot, he remarks. He says that from their (him and Solanki) B-school days and early jobs at Zee and Reliance, they were always driving the digital narrative. Sharing an instance from 2007, Pillai recalls that he created a project that advocated for advertising inside gaming. The CEO mentions that TSBI has solidified its standing in the entertainment space over the years. Over the years, TSBI has become established in people's minds as a strong agency in the entertainment category. We're sought after by broadcast, OTT platforms, music labels, and actors. Even non-entertainment brands approach us to help push the boundaries of storytelling, he shares. Mentioning the other reason behind TSBIs standing in the industry, he says, Another key pillar for us over the last decade has been our strong culture, leading to high client and employee retention. This has solidified our position as a reputable agency. Speaking about what have been the reasons behind TSBIs success and continued sustenance in the industry, Pillai lists down a few key elements. For any category or brand to grow, you have to focus on the basics. Regardless of how complex an industry may be, competence is key. At TSBI, we believe in mastering the basics. So, what are these basics? They involve being insight-driven, ensuring that your delivery matches the quality of your ideas. In my experience, agencies that simply present great ideas without solid delivery rarely succeed. That's where our focus lies. We prioritise insights, we're outcome-oriented, and we consistently deliver. This approach has led to long-term partnerships, he expounds. Secondly, we prioritise effectiveness over flashiness. Just because AI is trending doesn't mean it's the answer to everything. While we embrace new technologies, we're selective. Our clients appreciate that we focus on what works best for them, making their marketing investments efficient. This dedication to evolving and maximising returns has earned us trust, he adds and goes on, Ultimately, it all boils down to economics. Your creative efforts should drive tangible outcomes, not just accumulate awards. Building a strong brand requires a solid return on investment and a mutually beneficial relationship with clients. Talking about some of the memorable campaigns that have helped TSBI make a mark in the industry, Pillai points to the campaign that the agency did for the movie Badhaai Ho. TSBI claims to be one of the first agencies to introduce shoulder content to movie marketing and the entertainment arena overall. Prior to that, only trailers and songs of the movies were released before the movies release. He also mentions the campaign they did for GreatWhite Global featuring actor Varun Sharma. Solanki recalls a campaign TSBI did for Tourism Thailand titled The Great Girly Getaway. He recalls how it was the first country to promote itself as a women's first destination and was used by the government of Thailand for three years. An ad agency is only as good as its talent. To execute these small, big ideas that the agency believes in, finding the right employees is also of utmost importance. Sharing details about the agencys hiring process, Pillai says, When we're hiring for a senior position, accuracy is paramount. We're seeking individuals with subject matter expertise, a clear focus on their objectives, and a solid understanding of the relevant category. On hiring junior employees, the founders say that they look for individuals with intense passion and dedication to advertising. Regardless of the position, a key question they ask candidates is why they want to join the agency. Sometimes, even highly qualified candidates may not be the right fit if their career aspirations diverge significantly from ours. Ultimately, we prioritise subject matter expertise, genuine passion for the work, and alignment of career goals with those of the company. It's crucial for both parties to be on the same page regarding their professional trajectories, adds the CEO. Adapting to technology and thoughts on AI The founders mention that while adapting to changing technology has been a focus, the agency does not latch on to any novel technology just for the sake of it. Our primary focus has been on evaluating strategies that don't require constant adaptation. We aim to ensure that our approaches have a significant impact. For instance, when the Metaverse emerged, we took practical steps that could affect various aspects, such as press conferences or merchandise distribution for upcoming events. We evaluate each initiative based on its impact on the business, alongside ensuring cost-effectiveness. We prioritise impactful trends, albeit not too many at once, Pillai elaborates. He goes on, In terms of technology adoption, we follow a meticulous process. We initially experiment with new technologies through a trial phase with selected brands to assess their effectiveness. We then evaluate whether the technology saves time, enhances efficiency, increases revenue, and fits into our economic model. Any technology that doesn't contribute to scalable and profitable operations is not pursued further. For instance, while AI in cinema sounds promising, if it doesn't improve efficiency or profitability, it's not worthwhile. The founders emphasise scalability and mass adoption as factors one must consider when adopting new technologies. We must consider scalability and speed in adopting new technologies. Technologies like Generative AI show potential, but until they become scalable and faster, their mass adoption remains uncertain. Mass adoption of technologies, whether in advertising or any other industry, occurs when they become accessible and beneficial on a large scale. We've seen this pattern with mobile phones and 3G technology, where affordability and accessibility drove widespread adoption, remarks the CEO. In advertising, as in other sectors, mass scalability and adaptability are essential for the widespread use of AI. Therefore, we explore various technologies and adopt those that help us maintain agility, relevance, and profitability, he adds. Sharing his thoughts on generative AI, Pillai illustrates with an example, Around 15-20 years ago, if someone needed a print ad, they'd take a stencil and sketch it out. Then came tools like Photoshop, CorelDRAW, or Illustrator, and subsequently visual imagery evolved, seamlessly integrating into our workflow. This shift meant we went from producing a hundred creatives a month to a thousand. The technology not only created more jobs and opportunities but also increased our output significantly. The same principle applies to generative AI. As generative AI becomes more prevalent, people will pivot from being designers to becoming adept prompt engineers. They'll refine and streamline processes, turning out not just numerous creatives but quality ones too. However, he emphasises that AI cannot replace human creativity, remarking, It's crucial to note that while generative AI can replicate ideas, it lacks the ingenuity and nuance of the human mind. Take comedy, for instance. You can't replicate the timing and delivery of a joke with the same finesse as a human. Our minds have evolved over billions of years, whereas technology has only advanced for a few decades. So, while technology enhances our efficiency, it can't replace the creativity and complexity of the human mind. Similarly, sharing his perspective on generative AI, Solanki says, If you go and use MidJourney and generate images, after several repetitions, you start seeing a pattern, the results become repetitive and similar. That is why I think AI cannot replace human creativity. You need that emotion, that human ingenuity to create something remarkable. Client relationships, expansion, and industry On venturing into the MENA region, Pillai mentions that the motivation behind the move was the enormous potential the Gulf region holds. He says that the logistical challenges werent as much as understanding the cultural nuances of the region. Consequently, he mentions that one of the first hires that TSBI did in the MENA region was that of someone who could acquaint the agency with the intricacies of the Gulf culture and help formulate their product accordingly. TSBI has developed solid relationships with clients over the years and has witnessed a high retention rate. On the elements that lead to good agency-client relationships, Pillai says, When we work with clients, it's about having a partnership where we align with their objectives. It's about mutual respect too. We prefer clients who see us as experts in helping them build their brand. They outsource certain work because they're not looking to build capacities in-house. What's changed with the trials is that the brands we work with now have a lot of mutual respect. They recognize what we bring to the table, and we operate as partners. However, that doesn't mean we always agree on everything. We do have discussions and arguments, but ultimately, the end objective of the brands is clear in our minds. He further illuminates, Everything we do is measured. There's nothing we present to a client that isn't measured. This gives clear, objective clarity on our actions. We focus on ideas with clear audience measurability, ensuring success can be easily determined. These are the reasons why our partner relationships are so successful. Partners also act as mentors, helping us grow. We treat them exactly as we expect to be treated by clients as professionals. Most industry problems don't require high-level thinking; they lie in understanding objectives, delivering results, and being measurable. Ensuring these aspects are in place nurtures relationships and ensures success, - Harikrishnan Pillai. Foreseeing the future, the founders share the long-term and short-term goals of the agency. Solanki says that TSBI aims to go fully global in the long term and to become an India-born agency to operate on a global scale. In the short term, Pillai reveals that the agency is working with Mumbai Indians for the ongoing IPL. Along with that, TSBI has been working with JioCinema, which it aims to continue and amplify. The agency will be focusing on growing in Dubai as part of the MENA region expansion. As entrepreneurs, the founders have learned a lot of valuable lessons in the industry in the past 10 years. Sharing advice for upcoming entrepreneurs, Pillai says, Focus on building your own niche. You might end up delivering more services, but being an expert in one service is what will build your name. In management, its called building a T personality, which means you are good at a lot of things but you are best at this one particular thing. Besides this, Solanki says that as a founder, one should emphasise taking care of your employees. Its the biggest investment you can makeits not the technology or equipments, but the people that make your agency. Pillai also emphasises not undercutting and undervaluing oneself. He says that initially, you might think that it will give you business, but in the long run, youll be walking on really thin ice vis-a-vis sustaining financially. Always be margin-conscious because it would only take a snap of a finger for that cookie to crumble, he adds.