Chennai Super Kings tops IPL fan loyalty charts: Report

Crisp, a marketing analytics firm, in collaboration with Kadence, a global market research agency, has conducted a comprehensive study focusing on brand recognition during the Indian Premier League ( IPL ). The study, aimed at understanding the dynamics of fan followings and brand perceptions across IPL teams, has unveiled intriguing insights into the preferences and behaviours of cricket enthusiasts. While fan loyalty transcends mere performance, fans are not immune to team performance fluctuations. The IPL teams are remarkably different in terms of the size of their fan following. While 50% of the audience does not have a favourite team, just 4 teams between them account for the favourites of as many as 86% of the rest. They are as follows: Chennai SuperKings (CSK), Royal Challengers Bangalore (RCB), Mumbai Indians (MI), and Kolkata Knight Riders (KKR). Among these, CSK emerges as the undisputed leader, commanding the hearts of a massive 32%, almost 1/3rd of those who have a favourite team! This statistic highlights their unwavering loyalty and positions them as the IPL 's most beloved franchise. CSK's dominance extends beyond geographical boundaries. While CSK undoubtedly boasts a staggering 86% following in Chennai , the most for any team in their home territory, their fan base transcends regional loyalty . CSK even commands a larger following than the home teams in Delhi and Lucknow, highlighting the team's powerful national appeal. CSK's loyal following isn't solely driven by victories. This team, with the most IPL titles under its belt, is fiercely followed by RCB, a team yet to lift the coveted trophy. Moreover, the data from eDART for Week 1 versus Week 5 highlights how fans respond to their team's performance over time. While CSK fans hold their team to a high standard, penalizing a modest win record, RCB fans exhibit more leniency, despite the team's lower standings. This data underscores the deep emotional connection fans have with their chosen team, illustrating that factors beyond on-field success influence fan allegiance. Even last year's champion, Gujarat Titans (GT), lags in terms of fan base compared to MI and CSK, despite playing in their home territory! However, the current method of valuing IPL teams seems to overlook a crucial factor: fan loyalty . For instance, CSK, with a fan base dwarfing even last year's champion Gujarat Titans (GT) by a factor of 30, is valued only 25% higher. This suggests a potential disconnect, with brands perhaps missing out on the immense potential of a passionate and dedicated fanbase.

Instagram users gain access to Threads with new cross-posting feature

Meta is encouraging increased user engagement on Threads by introducing a new feature that allows for easy cross-posting from Instagram. This experiment includes a simple toggle option for users to share their Instagram content directly to Threads, as confirmed by Meta to TechCrunch. Users have reported seeing controls for cross-posting within their Instagram accounts, enabling them to share individual posts or activate the feature for all posts. Meta clarified that this is a global trial allowing users to share images from Instagram to Threads, excluding the automatic sharing of Reels. With Instagram's focus shifting towards video content, Threads presents an alternative space for users to showcase their photography. Importantly, Meta emphasized that participation in this feature is optional and can be disabled at any time. When cross-posting, Instagram captions are converted into text for Threads, and hashtags are transformed into plain text. Meta has consistently promoted Threads across its various platforms, such as Facebook and Instagram. Previous initiatives included displaying suggested Threads posts on both Facebook and Instagram, as well as testing cross-posting from Facebook to Threads. Alongside the cross-posting trial, Meta has implemented a creator bonus program on Threads to incentivize high-follower accounts to engage with the platform. During the Q1 2024 earnings call, Mark Zuckerberg highlighted Threads surpassing 150 million monthly active users.

Interactive OLV boosts click-through rates by 377% compared to standard OLV ads: VDO.AI report

VDO.AI recently conducted a comprehensive study to assess the impact of interactive OLV ads. In comparison to traditional OLV formats, the study unveiled a 377% surge in click-through rates (CTR) for interactive OLV ads. With a focus on key demographics and premium website publishers, the campaign garnered an average of 1,000,000 impressions. The study was launched across five major metropolitan areas, including Delhi, Mumbai, Chennai, Kolkata, and Bengaluru. While conventional OLV ads offer basic functions like play, pause, and rewind, they often lack the rich interactive elements required to fully engage audiences. The key highlights of the report include: Enhanced Click-Through Rate (CTR): The substantial 377% increase in CTR for interactive OLV ads suggests a heightened likelihood of viewers engaging with interactive components embedded within the ad. Shift in Viewer Behavior: Interactive OLV saw a 4X increase in CTR, indicating that viewers interacting with the dynamic features were more open to the brand's messaging. Moving Beyond Awareness: Interactive OLV compels viewers to take action, enabling brands to drive measurable outcomes beyond mere visibility. Improved ROI: By converting a larger portion of viewers into website visitors or customers, interactive OLV campaigns yield a superior return on investment when compared to standard OLV formats. Commenting on this rising trend, Amitt Sharma , CEO at VDO.AI, emphasized, The results of our study clearly demonstrate the power of interactive OLV ads in engaging viewers and driving click-through rates to unprecedented levels. Arjit Schdeva , CTO at VDO.AI, further added, The evolution of OLV towards interactive formats opens up a realm of possibilities for brands seeking to create immersive experiences that resonate with their target audience.

Meta unveils advanced AI tools for businesses to enhance advertising creativity

Meta has unveiled an upgraded suite of generative AI tools aimed at bolstering advertising capabilities for businesses. These enhancements, including full image and text generation features, are designed to empower advertisers by offering a range of creative variations and streamlining the ad creation process. Businesses can leverage Meta's advanced AI to generate diverse image variations with text overlays, allowing for greater customization and creativity in ad content. This functionality extends to adjusting images to suit different platforms seamlessly. Moreover, Meta is testing text generation capabilities that tailor ad headlines and copy to reflect each brand's unique voice and key selling points, based on past campaigns and input. These enhancements will be integrated into Meta Llama 3, the next iteration of Meta's language models, promising further advancements in ad performance. The rollout of these features has already commenced, with a global availability target by year-end. Centralizing these enhanced AI features within Advantage+ creative in Ads Manager offers businesses a comprehensive solution for optimizing ad campaigns. Alongside these AI tools, Meta has updated existing products like Advantage+ creative optimizations and Advantage+ catalog ads to provide advertisers with more effective ways to engage audiences and drive performance.

Does Mothers Day reaffirm gender roles or celebrate a long-undervalued role?

This is a tricky one. Not just because I belong to a marketing community that has created the need for topical opportunities to fan talk-worthiness for our brands, but more importantly because my mother was my absolute favourite person in the world. And at a personal level, I recognize how little her life and her incredible qualities and sacrifices have been recognised. So are there stories, legacies and contributions that need to be recognized and celebrated? Absolutely. Is there a need to challenge beliefs around motherhood? Of course. But are our Mothers Day conversations reaffirming more than releasing mothers from the confines of their romanticised roles, societal expectations and conditioned guilt? Often. The fact is most Mothers Day campaigns sit in two broad categories. Those that attempt to highlight and recognize motherhoods incredible generosity; and in that process set the same standards for what motherhood must look like. Those that challenge the stereotypes (as they should), but in the process make mothers look like victims without agency or strong women with a mountain on their shoulders. We are missing the various shades of mothers. Where are the flawed, fumbling, stressed, high-strung, emotional, funny, normal mothers that we have all come to know and love? Where are the confused ones who became mothers almost by accident, and dont feel the exact emotion towards the role, or their children, that society conditions them to expect to experience? Where are the bindaas, happy-go-lucky ones who laugh their way through parenthood - when they forgot the diaper, and used paper napkins instead, or left their baby in the day care an extra couple of hours, because they plain forgot. Lets celebrate and role model the human mothers, instead of the superhuman standards. Here are a few things to consider Women, mothers and unpaid work According to research conducted by the National Sample Survey Office (NSSO) in 2023, women in the working age category of 15 to 60 years spend 7.2 hours on unpaid domestic work compared to 2.8 hours spent by men. Even wage-earning women spend twice the amount of time on unpaid domestic work such as cleaning, preparing meals and caregiving. With the continued portrayal of women with superhuman abilities, we normalise this statistic, and give it our nod. Parenting doesnt have to be gendered In recent times, I have had many amazing young men talk to me about fatherhood, paternity leave, and their roles as parents. Perhaps a small proportion, but these invested and excited fathers are embracing equal parenting; enabling their partners to be equal parents too. Is it time to celebrate parenthood instead of motherhood and fatherhood? Notice how Fathers Day commercials tend to be less about the grunge work, and more about support, enablement and providing. Guilt-full or guilt-free motherhood A theme that has emerged often in The Phyllis Project, DDB Mudra Groups womens leadership program, is that of experiencing motherhood guilt-free. The internal battle that working women feel when they choose time at work over their child even for a moment - is real and heart-breaking. And it stems from the foundational belief that once a mother, at no point in time can anything else take priority. Mothers in the workplace perhaps need to hear new narratives - quality time vs always-on availability with children, guilt-less acceptance of a support system, or being new kinds of role models for their daughters and sons. The cycle of guilt and expectations will never stop unless this generation begins to actively deal with it. Bringing up a child is a familys responsibility, not just a mothers. So there are two possible shifts we can consider The 1 st of June is the Global Day of Parents as proclaimed by the UN General Assembly in 2012. Perhaps a new opportunity for brands to explore, and remove gender from parenthood? As storytellers, we have the opportunity and responsibility in advertising to challenge stereotypes and move societies forward, even as we sell our brands. Lets not take this privilege lightly. The other is to shift narratives significantly this Mothers Day and hereon. Last year, Bandhan Banks fresh take on motherhood as timeless was endearing; not just because of the choice of a completely new age group for whom mothers hold relevance and meaning, but also in the light and slice-of-life depiction of the moms they are normal, affectionate human beings with shades! About a year ago, TTK Prestige started a conversation around #CookingHasNoGender on Mothers Day. For a legacy brand to shift its narrative to a relevant and contemporary point of view on modern households has been rewarding. Finally, what would we like to remember our moms for? What would our mothers like to be remembered for? The answer to this question will vary for each of us, and hopefully give us insights on how we must best leverage opportunities like Mothers Day. For me, as I live each day without my most favourite person in the world, I celebrate not her immense sacrifices, but the simple everyday things that made my mother human. Her lack of agency compels independence in me, and her large heart inspires any generosity that I offer. Lets make our moms human, shall we? This article is penned by Vanaja Pillai , President, 22feet Tribal Worldwide and Head DEI, DDB Mudra Group. Disclaimer: The article features the opinion of the author and does not necessarily reflect the stance of the publication.

Rahul Mathew, Avinash Pandey, Malvika Mehra, Sudha Natarajan and Tista Sen appointed as Jury Chairs for Abby Awards 2024

Rahul Mathew , Chief Creative Officer of DDB Mudra Group, Avinash Pandey , CEO, ABP Network, Malvika Mehra , Sudha Natarajan , Director - Response in Times of India Group and Tista Sen have joined as jury chairs for Brand Activation and Promotion category, Broadcaster category, Young Maverick Abby category, Publisher category and Green Abby category respectively, at The Abby Awards 2024 powered by One Show. Rahul Mathew, Chief Creative Officer of DDB Mudra Group has been appointed Jury Chair in Abby Awards 2024 in the Brand Activation and Promotion category. Under Rahuls leadership, the DDB Mudra Group became the first Indian agency to be crowned APAC agency of the year at Spikes Asia. The work from the agency has won 4 Grand Prix at Spikes Asia in the last 3 years. In 2019, DDB Mudra became the first agency in the world to win the D&AD Impact Prize Fund. According to the 2021 Campaign Brief Asia ranking, DDB Mudra Group was ranked #3 in India. The WARC 2021 ranking of DDB Mudra was that of the #1 Effective Agency in India as well as Asia. Mathew was also the Jury President for Press & Outdoor at D&AD 22. Avinash Pandey, CEO, ABP Network has been appointed Jury Chair in Abby Awards 2024 in the Broadcaster category. Pandey has over 28 years of experience in Media, news, Advertising and Digital. Pandey is also the President of News Broadcasters & Digital Association (NBDA), President of International Advertising Association (India Chapter) and serving Director of Digital News Publishers Association (DNPA). He is the Founding Director of ABP Studios and is a Delhi University Graduate and Post Graduate in History and an AMP from Harvard Business School. Avinash has received awards including the CEO of the Year Award twice from ENBA. Malvika Mehra has been appointed Jury Chair in Abby Awards 2024 in the Young Maverick Abby category. In a career spanning 3 decades, Mehra has donned many hats across advertising and marketing. Leading the brand mandate as Chief Creative Officer at Grey and Dentsu, successfully partnering with clients and building famous brands like Bingo! at Ogilvy, and running her own independent venture, Tomorrow Creative Lab, Mehra has moved on to being an independent consultant and brand partner to CEOs & founders. Currently, Creative Head of marketing, at Dinshaws Dairy Foods, Malvika was formerly Chief Creative Officer, of Good Brands at the Good Glamm Group. Mehra has been invited 3 times as juror by the prestigious Cannes Lions across the print, film and design categories. She has been part of other eminent global juries for advertising and design including Clio, Spikes Asia, Dubai Lynx, Kyoorius apart from Abby awards. Along the way, her work has picked up more than a 100 awards at shows like Cannes Lions, D&AD, The One Show, Adfest Asia Pacific, Spikes Asia, Kyoorius, The Abbys and The Effies. Sudha Natarajan, Director - Response in Times of India Group has been appointed Jury Chair in Abby Awards 2024 in the Publisher category. Natarajan has had 25 years of learning experience, with 13 of them being in leadership positions, in marketing, advertising, and media organizations. Natarajan has been Director looking after a diversified revenue portfolio, including the Digital offerings for Bennett, Coleman & Co., the largest and most diversified media company in India, Sudha has served as the CEO of a large international agency network, Lintas Initiative Media (2nd largest, in India). Natarajan was voted as Woman Icon of the Marketing & Advertising Industry, she was ranked the 14th most influential Marketing & Advertising person by Economic Times. Tista Sen has been appointed Jury Chair in Abby Awards 2024 in the Green Abby category. Sen started her career with Whitelight Production. After assisting on over 60 commercials she joined Lowe Lintas as a writer and worked on brands like Johnson & Johnson, Cadburys and Unilever. Sen joined J Walter Thomson and for over 22 years she was involved with some of the largest brands in India and some of the most memorable and well-loved ad campaigns for Unilever, ITC, Godrej, GSK, Aditya Birla, Sony, SBI Mutual Funds. Sen has been ranked among the 20 most creative people in Asia and worked on campaigns that have won numerous metals at Cannes, Clio, Ad-Fest, One Show, D&AD, Clio, Spikes Asia including the Grand Prix and Gold for her work on Lost Daughters in 2022. Over the years, Sen has been on the jury of several global advertising festivals including Cannes, D&AD, Clio, LIA, Gerety Awards, Spikes and The New York Festival. In 2015 Sen had the pleasure of being the only Asian on the inaugural Glass Jury at Cannes that honours gender diversity in communication. Sen is co-founder of The Collective, an agency agnostic platform that is a voice for young women in the industry when it comes to discrimination and gender inequality. Sen is the only Indian to be published in the Modern Love Column of the New York Times.

How has IPL contributed to Dream11s growth? CMO Vikrant Mudaliar answers

In the past few years, the online fantasy sports industry in India has experienced massive growth , reflecting the increasing popularity and engagement of users. The number of fantasy sports operators has increased by seven times over 2016-2018, whereas the number of users has grown by over ~25x from June 2016 to Feb 2019. Out of the total revenue of this sector, Dream11 dominates the fantasy sports landscape with a 42.2% share , establishing itself as one of the dominant players in this space, according to media reports . The fantasy platform is now worth INR 65,000 crore. Founded in 2008, the journey of Dream11 began gaining significant public attention a decade later in 2018, with its first television campaign, Dimaag se Dhoni, conceptualised by Leo Burnett Orchard. The initial campaign was meant to introduce the concept of fantasy sports to a broader Indian audience, helping the audience understand the basics of team creation and point scoring. That year, Dream11 was reported to have a 90% share of the local market . Its position in the market was further solidified after striking a four-year partnership with the Indian Premier League (IPL) in 2019. The initial wave of its IPL campaigns was focused on Dream11s functionalities with a dash of star power. With a continued straightforward approach to ads and adding more flavour to them year-on-year, in the form of humour and creativity, Dream11 was successful in becoming the most recalled brand in IPL 2023. It was this year that the fantasy platform gained a profit of INR 188 crore. This led to Dream11 expanding its partnership with IPL in 2024, becoming the official partner for eight teams. Dream11's marketing strategy has evolved significantly since then, as highlighted by its Sab Khelenge and 'Team Se Bada Kuch Nahi' campaigns, conceptualised by Tilt Brand Solutions. These recent campaigns have showcased rivalry and friendly banters between a diverse set of personalities from cricket, film, and digital content creation. This shift in strategy from functional storytelling to creating an emotional connection highlighted Dream11s transition from a platform to a cultural phenomenon. Vikrant Mudaliar , Chief Marketing Officer, Dream Sports takes us through the brands marketing journey from its inception to securing the highest recall among viewers, and further shares how IPL has contributed to the platforms growth. Edited Excerpts: Dream11 has been associated with IPL since 2019. How has your association with IPL impacted your brand image? How has the tournament been so far in terms of ROI? Every year, marquee tournaments like the IPL are when Dream11 adds a large percentage of new users to the platform. In 2023, we increased our user base to over 200 million, reached a peak concurrency of 11.52 million users during the tournament, and importantly, attracted 75% of users from Tier 3 and 4 cities. We also welcomed 55 million new users to our platform, a growth also partly fueled by women gamers. This year we have already hit remarkable milestones with 15.01 million peak concurrency and 2.35 million new users registering over the first weekend of the IPL tournament. Our marketing efforts around the IPL play a big role here since user acquisition is a core priority. Dream11's campaigns have consistently encouraged viewers to engage more with cricket, nudging them from being casual sports fans to active ones, ultimately boosting sports consumption and engagement. Every year, our goal is to surpass previous successes, elevating the impact of each campaign and providing a more enriching experience for our user base, which now exceeds 200 million. Dream11 recently launched a star-studded campaign featuring cricketers, actors, musicians and influencers. What was the objective behind incorporating such a varied group of individuals into the campaign? How has the campaign been received so far? In our campaign last year, Sab Khelenge, we adopted a unique approach by leveraging cricketers and Bollywood celebrities, two of the most influential cultural icons in the country. This was a great learning and helped us reach diverse audiences beyond cricket fans. Therefore, this year, we decided to take our campaign one notch higher and brought on board cricket legends as well as well-known non-cricket celebrities from film, television and social media. Team Se Bada Kuch Nahi highlights the shift from collective solidarity during the bilateral cricket season to personal team allegiances in the IPL. As a brand that prides itself on entertaining sports fans during a tournament, we thought it fitting to entertain and bring the most classic sporting trope - rivalry - to the forefront while reaching a wider audience base through a relatable narrative. The reaction to our advertising campaign has been overwhelmingly positive. We believe this campaign very seamlessly connects back to Dream11's brand and platform, which has a symbiotic relationship with cricket. In contrast to other brands, Dream11 has been featuring both cricketers and non-cricketers in its advertising campaigns since last year. How has this approach contributed to the brand's identity and resonance with its audience, and what insights can be drawn from this strategy? Our campaigns aim to attract sports fans who might not currently be involved in cricket content, with a focus on enhancing engagement for existing users through multiple channels. Our ongoing efforts to appeal to audiences beyond traditional cricket fans result in more inclusive brand narratives, leveraging the broader popularity of endorsers beyond cricket. Moreover, this strategy expands our geographical footprint, building on the achievements of 2023 and driving growth in 2024. What is the larger marketing objective of your association with IPL and how has the recent campaign contributed to this goal? A key marketing goal at Dream11 is user acquisition. We've seen over 2 million users join the platform at the beginning of the IPL season. Additionally, we continuously evaluate our marketing strategies to ensure they remain engaging and relevant. This includes updating our campaigns and exploring themes that appeal to sports enthusiasts while staying true to the spirit of cricket and the values of the IPL. This year, our campaign encompasses an array of ambassadors, including cricket stars, movie and TV personalities, sports icons, musicians, and online influencers. They come together to celebrate the essence of friendly competition and sportsmanship in cricket, a sentiment that deeply connects with today's cricket enthusiasts. According to a research agency survey, Dream11 was the top brand that captured viewers' attention securing the highest recall among viewers. What would your advice be for the brands taking the celebrity route this season and want to gain high recall? In a highly cluttered market, brands opting for celebrity endorsements must tread with precision. The key lies not just in choosing popular faces but in aligning them seamlessly with your brand values. Choose celebrities who have a genuine connection to your brand or industry, as this authenticity can significantly impact resonance among viewers. Also, it is important to stay agile and leverage data insights to optimise your approach and achieve standout recall amidst the clutter. What does Dream11s media mix look like right now? What are the key mediums that the brand is looking at to generate buzz on social media? This season, Dream11 is a proud co-sponsor of the LIVE broadcast on Star Sports and Jio Cinema. Our collaboration includes significant advertising presence and brand integrations during the telecast. Given our strong association with cricket, these integrations will seamlessly blend into the context of the match. This year we have also strengthened our associations with eight IPL teams, and have elevated our associations with four franchises to Principal Sponsorships namely Gujarat Titans, Kolkata Knight Riders, Punjab Kings and Sunrisers Hyderabad to have the Dream11 brand prominently displayed on the front of the team jerseys. Can you tell me a bit about Dream11s overall marketing strategy? Some common themes and patterns theyve followed over the years and some significant campaigns that have helped shape its journey to a great extent? Each season we take up the challenge to stand out amongst most advertising brands, not just within our category. Our campaigns always take a lighthearted, fun and relatable approach, through everyday stories rooted in the love for sports to deeply resonate with our users. Everything we do, including marketing, is with a user-first lens. This also extends to partnerships with like-minded sports leagues and personalities to increase fan engagement and bring users closer to the sport they love. For start-ups looking to gain high visibility from a platform like IPL and are operating on a tight budget, can you share any tips? Theres no one-size-fits-all approach, but getting it right would involve some basics: Identify your target audience within the IPL viewer demographic and tailor your marketing efforts specifically to reach them. This ensures that every rupee spent on marketing has a higher chance of converting into valuable visibility. Look for influencers who have a genuine connection with your industry or niche and develop content that resonates with IPL viewers while aligning with your brand message. How does Dream11 allocate its annual marketing budget towards the IPL partnership? Although we can't disclose such numbers, the IPL does account for a significant percentage of our annual marketing budget. Can you provide insights into Dream11's user demographics, including monthly active users (MAU) and the ratio of male to female consumers? Additionally, what trends or observations have emerged regarding the growth of female participation in fantasy sports on the platform? It's undeniable that the number of women engaging in sports and utilising sports engagement platforms is increasing, with the first season of the Women Premier League (WPL) attracting over 50 million views in its initial week. This also renders itself to the growth of female fantasy sports users - we have noticed an approximately 80% year-on-year rise in our female user base on our platform, and a majority of users on our platform overall are situated in Tier 3 cities and beyond. Platforms like the WPL not only promote the consumption of the sport but also propels the growth of its engagement. Moreover, such formats offer brands the chance to establish an inclusive environment and demonstrate their support for women in sports. At Dream Sports, we're passionate about and actively involved in promoting women's participation in sports in India. Our association with the WPL is a testament to this commitment, and we're devoted to continually supporting the advancement of women in sports, both as participants and viewers. Lastly, what are some of the IPL marketing trends that you foresee this season? This season, the inclusion of more digital platforms in the broadcasting mix is set to boost the accessibility and viewership of the IPL significantly. The digital sphere also enables more personalised and interactive marketing efforts, ensuring stronger engagement with the audience. Influencer marketing continues to be on the rise, especially for brands looking to initiate engagement with niche audience sets.

BBH India appoints Ankit Sharma and Layla Khan as Senior Vice Presidents Strategy

BBH India, part of Publicis Groupe India , has announced two senior-level appointments in the Planning function with Ankit Sharma and Layla Khan joining the agency as Senior Vice-President Strategy. Their mandate will be to lead and drive the planning and strategy function. Both leaders will spearhead the strategic direction on key client relationships and drive the Zag quotient in our strategic endeavours across our brands. Sharma and Khan will be based out of the agencys offices in Gurugram and Mumbai respectively. The new leaders will report directly to Himanshu Saxena, Chief Operating Officer and Managing Director at BBH India. Speaking about the two key appointments, Himanshu Saxena , Chief Operating Officer and MD, BBH India said, We are thrilled to welcome Ankit Sharma and Layla Khan to our leadership team. Both these leaders come with a stellar track record of delivering highly impactful and effective campaigns on a variety of global and local market-leading brands. Their wealth of experience and passion for creating exceptional work across advertising, digital, design, experience, and analytics for our clients will reinforce our position as a leading force in India. Sharma comes with over 16 years of diverse experience across Advertising, Brand Consulting and Analytics. His expertise lies in applying human behaviour, design thinking and semiotics to brand building across agencies such as DY Works, JWT, Analytics Quotient, McCann Worldgroup and FCB India. He has partnered with brands including PepsiCo India, Dabur, Britannia, ITC (Aashirvaad and Sunfeast), Dominos (US Market), TVS Apache, Hero Motocorp and Nike amongst many others. His work has been celebrated at various Effie Awards editions over the years. On his new role at BBH India, Sharma said, I am excited to join an agency that embraces a culture of defying the norms. In the fast-changing world of advertising, BBH's Zag philosophy offers a refreshing approach to brand building and I am excited to be a part of this transformative journey. Meanwhile, Khan comes with over 15 years of experience working at creative agencies like Wunderman Thompson (now called VML), Mullen Lowe Group, and Contract Advertising (WPP) in India and Sri Lanka. She has played a pivotal role in shaping the future of global brands such as HSBC, Kelloggs, De Beers, Yardley London, Upfield Flora and Unilever (Lakme, Tresemme, Knorr, Hellman Mayo, Marmite, Pureit, Surf Excel, and Vim). She has also delivered success for multiple homegrown brands such as Kotak Wealth, Haldirams, Godrej Interio, Everyuth Naturals, Sugarlite and Ddcor. Layla is passionate about deciphering region-specific cultural and sub-cultural codes and fashioning tech-infused narratives that has earned her coveted accolades at the prestigious Effie Awards in India and Sri Lanka. Speaking about her new role, Khan said, In an era where AI is increasingly shaping our world, BBHs founder John Hegarty once said Technology is not an idea. Its the means to express an idea. and this resonates strongly with me. I see rapidly evolving technologies holding immense potential to aid evocative storytelling that inspire, drive engagement, and develop innovative ways for brands to be relevant to its customers. Im thrilled to join BBH and excited to contribute to its legacy of ground-breaking work.

LS Digital joins hands with London & Partners to expand into the UK Market

LS Digital has entered into collaboration with London & Partners, a business growth and destination agency in the UK, to amplify its foray in the region. This partnership will help LS Digital strengthen and consolidate its presence in the UK through events and promotions. Commenting on the partnership, Pawan Wankhede , Business Head (UK Operations), LS Digital said , This collaboration is a testament of our commitment in the UK market where we are certain that LS Digitals DMT solutions can provide tremendous value to businesses here. I look forward to this association with London & Partners and am confident of achieving much success with them. London & Partners specialises in supporting high-growth businesses to accelerate investment and growth in London and internationally. This includes providing guidance on everything from setting up an office space or a bank account to facilitating introductions within the wider business ecosystem and accessing key industry events. Janet Coyle CBE , Managing Director of Grow at London & Partners said , Were delighted to welcome LS Digital to London and support them with their growth ambitions in our thriving business ecosystem. This undoubtedly marks an incredible milestone and next step for LS Digital and is a testament to how London continues to be a go-to destination for Indian tech startups aiming to go global.

Wavemaker India retains the media mandate for Luminous Power Technologies

Wavemaker India, GroupMs agency, has retained the integrated mandate for Luminous Power Technologies. Wavemaker has been entrusted with the brands traditional and digital media responsibilities since 2021. These include media strategy and planning, media investment, media activation, and content creation. The agency retained the mandate after a competitive multi-agency pitch. Wavemakers Delhi office will continue to oversee the seamless execution of all services for Luminous Power Technologies. Neelima Burra , Chief Transformation Strategy and Marketing officer, Luminous Power Technologies said, Our association with Wavemaker has been since 2021 and it is an exciting time to extend this partnership. As a brand that gains massive consumer appeal and recall value in consumers minds, we need an agency partner that would further strengthen Luminous presence in offline and online mediums at all stages. Our partnership has helped us create that relevant engagement value and we look forward to further building the brands growth in the future as well. Talking on the retention Ajay Gupte , CEO of South Asia, Wavemaker said, Our partnership with Luminous has flourished over the past two years, and our continued collaboration is a testament to the remarkable results we have achieved together. We have successfully demonstrated exceptional capabilities in enhancing the brand's image, and our joint efforts have yielded innovative media strategies and campaigns. As their media partner, we are immensely grateful for Luminous' trust in us. We are thrilled to work alongside such a dynamic category leader and look forward to continuing our successful partnership for years to come. Shekhar Banerjee , Chief Client Officer and Office Head, West, North, and East, Wavemaker India said, We are thrilled to have retained this association. This retention not only represents our unwavering commitment but also reflects our shared vision for excellence as we strive to reach unprecedented heights. We are extremely grateful to Luminous for entrusting us with their faith and confidence.

Met Gala 2024: Brands turn the event into a meme fest

With the arrival of the first Monday of May, also comes the arrival of the Met Gala; The world's most prestigious fashion event. This year's theme for the Met was the 'Garden of Time' , with t he exhibit showcasing about 250 rare pieces from the costume institute's permanent collection. While we were busy admiring attendees like Zendaya, Alia Bhatt, and Mona Patel, brands didn't miss the opportunity to cover the event in real-time on X (formerly known as Twitter). They used popular meme formats to make the event's coverage more engaging and relatable to a broader audience. By integrating humour and pop culture references, these brands transformed a high-profile event into a more entertaining experience, capturing the attention of netizens. While BlinkIt created memes surrounding Doja Cat's 'towel outfit', they cleverly used the opportunity to promote their rapid delivery service, suggesting that customers could achieve a similar look within just ten minutes. On the other hand, Bewakoof took a more humorous route, using a well-known Bollywood reference to engage their audience. They tweeted about the possibility of Shahrukh Khan attending the Met Gala, playfully remarking that they could then say, 'Jab Harry Met Gala,' a clever wordplay on the actor's famous movie, Jab Harry Met Sejal. Blinkit get the Doja Cat look in 10 mins #MetGala2024 #MetGala pic.twitter.com/CI9bQhZYH5 Blinkit (@letsblinkit) May 7, 2024 Bewakoof Waiting for the day when Shahrukh Khan is invited to MET GALA so we can tweet: Jab Harry MET GALA Bewakoof (@bewakoof) May 7, 2024 Swiggy data team just reported that market competition is booming with more people SERVING today. we have no complaints tho #MetGala https://t.co/MJZ8HCI6ce Swiggy (@Swiggy) May 7, 2024 Swiggy Instamart She came, she saw, she delivered https://t.co/LjgBiZIv2e Swiggy Instamart (@SwiggyInstamart) May 7, 2024 Shayad inka outfit deliver nahi hua #MetGala2024 https://t.co/K9CDU3d5TM Swiggy Instamart (@SwiggyInstamart) May 7, 2024 Spotify India She served Aakash hai koi prem kavi, mai uski likhi kavita https://t.co/de7QZMoMrO Spotify India (@spotifyindia) May 7, 2024 boAt When you were both born with the same taste in music #MetGala pic.twitter.com/CppiN2Q1U0 boAt (@RockWithboAt) May 7, 2024 Myntra The Flair, the drama everything is just on theme @aliaa08 #MetGala pic.twitter.com/Nyo0wC0wpQ Myntra (@myntra) May 7, 2024 Youtube India pov: me judging the #MetGala looks like pic.twitter.com/WGszHIZJJ2 YouTube India (@YouTubeIndia) May 7, 2024 Dominos India Just found out that Garden of Time doesn't mean waiting for your Farmhouse to arrive #MetGala2024 #GardenOfTime #DominosIndia dominos_india (@dominos_india) May 7, 2024 Shaadi.com We are usually fans of Shaadi photos only but this has changed our minds https://t.co/2rZ5IPO16W Shaadi.com (@ShaadiDotCom) May 7, 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.

Ageas Federal Life Insurance brings Sachin Tendulkars debut to life in new ad

A geas Federal Life has unveiled its new brand campaign film, 'Cradle to Crease', an initiative that drives home the message that while the future might be exciting, evolving and uncertain, by focusing on financial planning and investing in life insurance, one can face the future with optimism, hope and confidence. In today's rapidly evolving world, a child's future isn't as far off as it once seemed. Recognizing this, Ageas Federal Life's campaign highlights the importance of early financial planning for parents, using the example of Sachin Tendulkar's debut to illustrate its point. Building on their long-term philosophy of #FutureFearless, the campaign emphasizes that with timely investment in life insurance, you can be prepared for life's uncertainties and disruptions. The film shows Sachin Tendulkar's journey from childhood to the time he debuts asking the important question of when is one ready to face life's trials? The film demonstrates the flexibility and relevance of life insurance products across all age groups, reinforcing the message that it's never too early or too late to secure your futurethe right time to act is whenever you choose to do so. The 360 campaign will be amplified across social media platforms, including sports, news and finance channels and OOH and digital OOH across 6 cities including Mumbai, Delhi NCR, Kolkata, Kerala (Cochin, Kottayam, and Trivandrum) to effectively engage its target audience, amplifying its message of prudent financial planning. Speaking about the brand film, Erum Kidwai , Sr. Vice President & Head- Marketing at Ageas Federal Life Insurance, remarked, With 'Cradle to Crease', we aim to redefine the narrative surrounding financial planning and insurance. Sachin Tendulkar's journey serves as a powerful reminder that there is no fixed age or time to prioritize financial security. Through this film, we seek to inspire individuals to take charge of their future fearlessly and embrace a proactive approach towards financial planning through insurance. Commenting on the brands use of innovative technology when it comes to marketing campaigns, Kidwai added, Be it our Young Sachin campaign, The Boy Who Dreamed, SachinVerse campaign or the present Cradle to Crease Ad, we are proud to be the first brand in the BFSI sector in India to integrate Gen AI and Deep Fake positively to educate audiences about the necessity of Life Insurance in a way that is relatable to todays tech-savvy audience. These campaigns also ensure that they appeal to the entire spectrum of our target audience from all age groups Mukund Olety , CCO VML, shares, After a very successful Young Sachin campaign, we have created Cradle to Crease. The film features Sachin walking through the tunnel of life as he reaches the pitch. Using technology, weve created a hyper-realistic rendition of 16-year-old Sachin to recreate the moment he made his international debut. With the power of Gen-AI, weve told a story that could not have been told 5 years ago. We are constantly pushing boundaries and using technology to make storytelling richer and better. Were sure seeing Sachin walk up to his debut shall inspire a lot of parents to plan better.

Keep it real: Advise experts as the beverage industry faces scrutiny for false claims

The Food Safety and Standards Authority of India (FSSAI) recently asked all e-commerce Food Business Operators (FBOs) to ensure appropriate categorisation of food products being sold on their websites. FSSAI has noted instances of food products licensed under 'Proprietary food' - dairy-based beverage mix, cereal-based beverage mix or malt-based beverage, being sold on e-commerce websites under the category health drink, energy drink, etc. In a press release , FSSAI clarified that the term Health Drink is not defined or standardised anywhere under the FSS Act 2006 or rules/regulations made thereunder. Therefore, it advised all e-commerce FBOs to rectify this misclassification by removing or de-linking such drinks or beverages from the category on their websites and placing such products in the appropriate category. Health food drinks in India are largely malt-based milk drinks that enhance taste while offering nutrients. These beverage brands first came under the scanner in 2023 when Bournvita and content creator Revant Himatsingka, aka Foodpharmer, went head-to-head. In a video, Himatsingka spoke about the sugar content in Bournvita and the caramel colour, which is carcinogenic in nature. He also commented on the claims like Active Brain, Strong Muscles, Strong Bones and Immune System made by the brand on its packaging. The video gathered 12 million views and triggered conversations. Bournvita had issued a statement, saying that the product is a scientifically designed formula made with ingredients that are approved for use, and all our ingredients are declared on the pack and contains nutrients namely Vitamin A, C, D, Iron, Zinc, Copper and Selenium which help build immunity. This isnt the first time tall claims have been made through advertisements and product packaging. Advertisements made by healthy beverage and malt-based brands claim that their products provide nutrition to children. For example, sweet malted milk hot drink powder Horlicks claims that school children who consume the beverage showed increased bone area (Taller), muscle mass (Stronger) and attention and cone=centration scores (Sharper). Similarly, Complan claims that the nutritional drink has 63% more protein and is clinically proven to provide 2X faster growth and support memory and concentration through its branding, including advertisements, packaging, and website. A tiny disclaimer, however, highlights on its website that growth and cognitive development are influenced by genetic, nutrition and environmental factors. Such claims were brought under the scanner in 2007 as the Advertising Standards Council of India (ASCI) sent a notice to the brand to either change or remove an advertisement saying it would increase a childs height by two times. However, there was no change. As per reports, India is considered to be the largest market for malt-based health drinks globally and constitutes about 22% of world retail volume sales with a market size of about INR 11,000 crore in India. This market is forecasted to grow with a CAGR of more than 10% from 2022-23 to 2027-28, as per a study by Research and Markets. Despite previous attempts at bringing change in this industry, the branding and marketing is yet to change. Now that the FSSAI and Union Ministry of Commerce and Industry have directed e-commerce platforms not to list these products under the 'healthy drinks' category, how is it going to affect the brands listed under the category? Ashwini Deshpande , Co-Founder and Director of Elephant Design, sees this directive as a positive step towards increased transparency. We have been working on food packaging for over three decades and have witnessed all the pro-consumer regulations coming to life. I never see such directives as a barrier. Brands with good intentions and pro-people purposes should be able to benefit from this mandate. I would not worry about the brands that want to mislead or misinform the consumer. Ashwini Deshpande A study compared food ads aimed at adults and children on mainstream channels in India. It found that chocolate and sweet ads were the most common advertisements, followed by health drinks and fruit products. Ads often claimed benefits like calcium, protein, low calories, and improved height or sharpness. A study by Research Gate suggests that when consumers become aware of misleading advertising, they become more sensitive to any form of advertising, depending on their level of emotion. Misleading advertising has an impact on how they observe the product and the immediate environment in which the claims are presented. Reassess marketing Shashwat Das , Founder Director, Almond Branding says that the mandate could potentially impact consumer perception of these beverages and consumers who may have associated them with health or energy benefits, may need to reassess their understanding of these products. Shashwat Das Brands will need to revise their marketing strategies to comply with the directive. They may need to invest in educational campaigns to inform consumers about the nutritional content and benefits of their products outside of the 'health' or 'energy' drink categories. This could involve highlighting ingredients, nutritional value, and usage occasions. While Bournvita came under the scanner last year for its sugar content, it has since had to reduce its sugar quantity by 15% . The claims made by such brands are unclear; however, the onus should also fall on the advertising of such products where tall claims are made. Rutu Mody-Kamdar , Founder of Jigsaw Brand Consultants points out that such brands often associate themselves with concepts like health and energy, aiming to evoke feelings of love and care akin to those provided by a mother to her child. This directive will now have a huge impact on the positioning of these brands, according to her. Rutu Mody-Kamdar Brands will need to carefully navigate this by pivoting their messaging to focus on the intrinsic benefits of their products without leaning on these now-restricted descriptors. It will take a substantial amount of marketing to help consumers relearn the semiotic codes around health, energy and love which have been traditionally ingrained by these brands. Following the directive, Hindustan Unilever (HUL) brands like Horlicks and Boost have renamed their 'health food drinks' category to 'functional nutritional drinks' (FND). Experts suggest that renaming the drinks to functional nutritional drinks is a safe way for the brand to align with the regulatory requirements while also emphasizing the health-oriented aspects of beverages. Now that healthy drinks have taken the steps to follow guidelines, is it time for all beverage brands to rebrand themselves? Rebranding for transparency Ronita Mukerjee , Executive Director, Client Services, Landor comments that this is a good opportunity to go back to core principles of brand building. Successful brands are the ones who make a promise and then deliver on it. As a brand, if you want to play in the health space; ask yourself what your unique proposition is that you can credibly own and deliver. Ronita Mukerjee Mukerjee mentions that the FSSAI mandate is a positive step to empower customers as they make choices for themselves and their families. We have often said that information on Back of Pack (BOP) will start to appear on Front of Pack (FOP) given the change in consumer needs and their expectations around access to information. This also means that brands will need to play a more authentic and meaningful role in the consumers life. Ashwini Deshpande of Elephant Design believes that the term healthy can be misleading because what's good for one person might not be suitable for someone else with a different health condition. It is best if brands describe what the product does in an informative manner instead of adding unsupported jargon and claims that cannot be proved scientifically, Deshpande continues. Jigsaw Brand Consultants Rutu Mody-Kamdar suggests that rebranding might be necessary for many brands to retain customer trust and interest. She also mentions that brands should consider a more holistic approach in their marketing, emphasizing overall wellness and lifestyle alignment rather than just health or energy claims. Messaging could focus more on the authenticity of ingredients, the process of making the beverages, or how the products fit into a balanced lifestyle. Shashwat Das of Almond Branding adds the primary focus should be on clarity and that brands should move away from vague descriptors like 'healthy' unless they can be substantiated. Consider using more specific terms that describe the actual benefits of their products, such as high in fiber or o added sugars. This approach aligns with regulatory demands and helps build trust with consumers. Gaining consumer trust through marketing A 2022 Accenture Survey finds that 80% of consumers intend to maintain or increase their spends on areas related to health and fitness. The survey found that even in the face of widespread uncertainty and personal financial strains, consumers are considering health and fitness to be essential. This behaviour has affected shopping habits as health and wellness trends have become a factor in brand selection, with consumers seeking products and services that align with their values. As consumers and deinfluencers are asking for more transparency and pushing companies to let go of unhealthy practices. How should the industry change, especially on the marketing and brand side? Landors Ronita Mukerjee states that consumers no longer think of health as an end destination, but its a journey that consists of gaining knowledge, mindful actions, and thoughtful experiences. The health conversation is evolving. Consumers expect brands to play an active role in this pursuit for health and there are so many new and exciting ways to engage with them. Elephant Designs Ashwini Deshpande emphasises the importance of honesty and authenticity in branding. She comments that it all starts with making a product that is good for the audience. Therefore, brands can just tell the truth and build themselves into an authentic, honest personality. Shashwat Das of Almond Branding highlights, Leveraging technology to provide detailed product histories and ensuring the provenance of ingredients can satisfy the consumer's need for trustworthiness and authenticity. Brands should consider using digital tools to enhance transparency and build a more profound trust relationship with consumers, he continues. The way forward Moving forward, it is essential for brands to disclose ingredients, sourcing practices, and the actual health benefits of products without exaggeration. Rutu Mody-Kamdar of Jigsaw Brand Consultants says that being called out for the slightest glitch is a danger that causes irreparable damage to the brand. Engaging with consumers through platforms that allow for direct feedback and incorporating this feedback into product development and marketing can also help brands stay aligned with consumer expectations. Shashwat Das points out a few dos and donts for brands in the future. Dos: Be Transparent About Ingredients: Clearly disclose all ingredients and their sources. Showcase the Benefits Clearly: If your product offers specific health benefits, clearly explain these in your advertising without making vague or unverifiable claims. Use scientific data to back up your claims whenever possible. Respect Consumer Intelligence: Treat consumers as knowledgeable partners in your marketing. Avoid oversimplified messages and respect their ability to research and understand product details. Don'ts: Steer Clear of Greenwashing: Do not claim your products are 'green' or 'sustainable' without genuine practices to back up these claims. Consumers are becoming adept at identifying greenwashing tactics, and such actions can harm your brand's reputation. Don't Overcomplicate: Consumers appreciate simplicity and clarity in messaging, which helps them make informed choices without confusion. The recent directives from regulatory bodies such as FSSAI highlight the importance of transparency and authenticity in the beverage industry. Brands might have to reassess their marketing strategies and disclosing ingredients, avoid vague or exaggerated claims, and respect consumer intelligence. Ashwini Deshpande states, Over-promise or exaggerated, twisted facts are the real enemies if you want to build a long-sustaining brand. Keeping it real is the best practice.

Ad spends of GCPL increase by 47.08% to INR 1,011 crore in FY 2024

Godrej Consumer Products increased its advertising expenditure by 47.08% to INR 1,011 crore in the fiscal year 2024, compared to the INR 687.34 crore spent in the previous fiscal year. In the March quarter, the company raised its advertising spend by 32% year-over-year to INR 231.56 crore from Rs 175.31 crore in Q4 of FY23. However, there was an 8.6% quarter-over-quarter drop in advertising costs, with INR 253.35 crore spent in Q4 of FY24. The company faced a consolidated loss of INR 1,893.21 crore in Q4 2024, primarily due to impairment of brand and goodwill and loss on the sale of business in Africa. In the same quarter of the previous fiscal year, the firm reported a combined profit after tax of INR 452.14 crore. Total revenue from operations in the quarter amounted to INR 3,385.61 crore, compared to INR 3200.16 crore in the previous year. Total costs in the final quarter rose to INR 2758.27 crore, contrasting with INR 2,680.39 crore earned in the same period last year. For the fiscal year ending on March 31, 2024, GCPL recorded a consolidated loss after tax of INR 560.55 crore, while in FY23, a consolidated profit after tax of inr 1,702.46 crore was reported. Total revenue from operations in FY24 reached INR 14,096.11 crore, an increase from INR 13,315.97 crore in the previous fiscal year. Additionally, the board proposed an interim dividend of INR 10 per share for the fiscal year 202324.

OpenAI set to potentially launch a search engine to compete with Google

OpenAI is reportedly working on its version of a Google-like search engine, named the ChatGPT search engine. This development could indicate that OpenAI is about to launch its first product similar to Google Search in the coming days. Pete Huang, an AI influencer on the social platform X, mentioned that the ChatGPT search engine might be released on May 9th with additional reports also supporting the idea that this launch could happen soon. Search (dot) ChatGPT (dot) com May 9th. Pete (@nonmayorpete) May 2, 2024 The timing is interesting, as it precedes Google I/O by about a week. Google I/O is the tech giant's event for developers, where significant announcements are expected, including those related to the Pixel 8a and Pixel 9 series. Open Ai's CEO, Sam Altman, has shown interest in merging large language models (LLMs) with web search. However, he stressed that the goal isn't to simply replicate Google's existing search framework but to develop better ways to help users locate, understand, and use information effectively. This direction aligns with the vision of Microsoft's CEO, Satya Nadella, who previously discussed integrating OpenAI's GPT models into Bing to challenge Google's dominance in search. Altman underscored the importance of innovating beyond the traditional Google search format, suggesting there could be new and improved approaches to guide users through the vast array of available information and help them act on it.

X introduces Grok's AI summaries for trending stories

X, previously known as Twitter, has adopted Elon Musks AI chatbot Grok to enhance a feature in its Explore section. This update caters to Xs Premium subscribers by offering summaries of trending stories. These summaries accompany the trending topics featured on the For You tab, which displays popular news and stories within a user's network and other recommendations. The Grok-powered summaries provide a brief overview of each story, aiding users in quickly understanding the subject matter before delving into associated X posts. While the concept of summarizing trends isn't novel, X's approach differs from its previous methods. In the past, Twitter added headlines and descriptions to trends manually. Grok's Stories now automate this process, summarizing all the top news on the For You page. Access to Grok is a key feature incentivizing users to opt for premium subscriptions. With the Premium and Premium+ plans, users can access Grok via the app. Grok distinguishes itself with its access to real-time X data and its distinctive, somewhat rebellious personality. The emergence of AI news summaries is not unique to X, with other startups and services like Arc and Particle also entering the space. The impact on traffic to traditional news sites remains uncertain, although some publishers are striking deals with AI providers to adapt to the changing landscape. Overall, X's adoption of Grok's Stories marks a significant update for Premium subscribers, offering a convenient way to stay informed about trending topics.

Caresmith India takes a dig at Bombay Shaving Company's ad mentioning Prachi Nigam

Caresmith India, a personal care brand, recently launched a social media advertisement that took a dig at Bombay Shaving Company's advertisement mentioning Prachi Nigam. Rushabh Shah, the Co-founder of Caresmith, posted the ad on LinkedIn, mentioning 'Shantanu' to refer to Shantanu Deshpande, the founder of Bombay Shaving Company, in a way that resembles BSC's previous mention of Prachi Nigam. Caresmith India's ad mimicked BSC's original ad promoting its products while wishing Prachi never gets bullied for her hair ever again. Prachi's academic achievements had made headlines recently when she scored an impressive 98.5% in Uttar Pradesh's Class 10 board exam. However, the wave of positive recognition soon turned into a flood of negativity when internet trolls targeted her for her facial hair, overshadowing her academic success. In response to this, Deshpande saw an opportunity to promote the company's razors. He placed the advertisement in a newspaper addressing Prachi and referring to the online bullying she faced. The ad read, Dear Prachi, they're mocking your hair today, but they'll be cheering your All India Rank tomorrow. The ad concluded with a remark, We hope you're never bullied into using your razor. This ad sparked a debate about the ethics of using a sensitive topic like online bullying to market a product, prompting a mixed response from netizens. Responding to the Bombay Shaving Company's ad, Caresmith India's ad concluded: 'Please buy our head massager. We need to meet our sales target.' The advertisement made sure to mirror Deshpande's original message by not just promoting his product but showing concern for the 'amount of hate targeted at Shantanu.'

Niraj Ruparel, Chandani Samdaria, Chandni Shah, Senthil & P G Aditya join as jury chairs for Abby Awards 2024

Niraj Ruparel, Emerging Tech Lead for WPP and Head of Mobile at GroupM, Chandani Samdaria, Executive Creative Director at L&K Saatchi & Saatchi, Chandni Shah, COO of FCB Kinnect, Senthil, CCO, VML and P G Aditya, CCO and Co-founder of Talented have joined as Jury Chair The Abby Awards 2024 powered by One Show. Niraj Ruparel , Emerging Tech Lead for WPP and Head of Mobile at GroupM, has been appointed Jury Chair in Abby Awards 2024 powered by One Show in the Technology category.He was recently awarded for his contribution to Metaverse & AI industry at IAA Tech Plus 2023. Chandani Samdaria , Executive Creative Director at L&K Saatchi & Saatchi, India has been appointed Jury Chair in Abby Awards 2024 powered by One Show in the Red Abby category Samdaria has created campaigns for brands like Vicks, Head & Shoulders, Nivea, Tide, Ariel, Amazon Audible, Knorr, Closeup, Kwality Walls, Axis Bank, Hotstar, and more. she was awarded 40 under 40, in 2023 by Social Samosa. Chandni Shah , COO of FCB Kinnect has been appointed Jury Chair in Abby Awards 2024 powered by One Show in the Mobile category. She was one of IMPACT's 50 Most Influential Women and was also been listed in Campaign South Asia's prestigious 40 Under 40 Award and the Young Business Leader Award for the South Asia region. Senthil , CCO, VML India has been appointed Jury Chair in the Abby Awards 2024 powered by One Show in the Integrated category. Senthil believes in leading by example and leading from the front with insightful ideas that have built legendary local brands like Wipro, The Times Of India, Tata Steel, Tata Gluco Plus, Himalayan, Apollo Tyres, Hero Motors, Aditya Birla Fashion, Murugappa Group, Nestle Munch, Star Sports and leading global brands like Nike, Levis, Puma, Pepsi, Mountain Dew, Gatorade, KitKat, Johnnie Walker, Google, Facebook, Rotary International, Shell, Unilever Radiant and Unicef. P G Aditya , CCO and co-founder of Talented has been appointed Jury Chair in Abby Awards 2024 powered by One Show in the Digital category. Before forming the creative agency, Talented, PG Aditiya was the CCO of Dentsu Webchutney until February 2022. His work 'The Unfiltered History Tour, an undercover tour of the British Museum's disputed artefacts - for VICE' is responsible for India's only Agency of the Year title so far at Cannes Lions.

Instagram unveils interactive Story enhancements amidst original content push

Instagram has unveiled several fresh features for Stories, enhancing interactive sharing of music, photos, and videos. Among these is Reveal, which blurs story content, requiring viewers to DM the sharer to unveil it. Instagram's chief, Adam Mosseri, highlights the growing significance of direct messages, with Stories and DMs driving much of Instagram's growth. The new emphasis on DMs for viewing content is seen as a tactic for creators to drive engagement. Another feature, Frames, adds a Polaroid-like overlay to images, with the image appearing when users shake their phone, reminiscent of the traditional Polaroid experience. Interestingly, this contradicts the advice not to shake Polaroids during development. Frames debuted during Coachella in April. Instagram is also introducing a music-themed template feature, Add Yours Music, enabling users to share songs with prompts such as favourite song on X album. This expands on the existing stories prompt template for photos. In a move to promote original user content, Instagram has made reposted or aggregated content less visible in recommendations, favouring the original post instead. However, recommended content from non-followed accounts is now a greater focus, potentially unsettling creators concerned about reaching their audience.

WhatsApp Update With Green Buttons and New Icons Rolled Out for iOS Users

WhatsApp is rolling out a new update for all iOS users that adds a minor interface change and a new feature in its video calling functionality. The new update was rolled out on Monday, and since it is a global stable version, it will be available for all iPhone users. Users can find the update in the App Store by looking for WhatsApp.

Google to ban advertisers from promoting deepfake porn services

Google will update its policy banning advertising services that help users create synthetic content that has been altered or generated to be sexually explicit or contain nudity

Sapna Arora departs from dentsu India

Dentsu India has announced the departure of Sapna Arora , Chief Client Officer. Arora, who joined the network in January 2023, played a key role in advancing client solutions and contributing to the network's growth. Collaborating closely with leadership and teams across the agency, she fostered a contemporary business growth culture, facilitating the transformation of dentsu into a 'Network of the Future. Harsha Razdan , CEO, of South Asia, dentsu said,Sapna has been a valuable member of our leadership team and a key partner for our clients. Working across creative, media, and CX business, she exemplified our commitment to addressing clients' business challenges. We extend our best wishes for her continued success. Sapna Arora added, It has been a rewarding journey with dentsu in APAC and India. I've gained insights from the agency side of business as well as the diverse clients & industries I have worked with. I express gratitude to Harsha Razdan; he has been a great mentor and an inspiring leader. As I explore new opportunities, I wish dentsu the best in its future endeavours.

AdLift bags the SEO mandate for Triveni Turbine Limited

AdLift, a global digital marketing agency, has received the mandate for handling Search Engine Optimization solutions for Triveni Turbine Limited (TTL), a corporation with core competencies in industrial heat and power solutions. The account was won in a multi-agency pitch. With this association, the agency is responsible for enhancing the corporations organic reach among its broader target market which includes its domestic as well as global audiences. The agency's SEO experts possess a good understanding of search engine algorithms and knowledge of all the latest trends, which they will leverage alongside cutting-edge technology to devise innovative, result-oriented strategies for the brand. Commenting on this win, Prashant Puri , Co-founder and CEO of AdLift, added, We are delighted to be associated with Triveni Turbines, an industry leader that has been innovating since 1968! We are proud to take on their SEO mandate, fuel the company's legendary presence, and boost their organic growth with campaigns that convert. S. Narayana Prasad , the Chief Executive Officer (CEO) of Triveni Turbines shared his views: Triveni Turbine Limited has been growing steadily in the global market. We were looking for a partner who could work on organic search marketing for the company and improve our user experience. We are happy to have collaborated with AdLift through our strategic SEO partnership and are optimistic about seeing exponential growth over the next few months.

Infectious Advertising launches its content arm

Infectious Advertising, an independent agency has launched its content arm - Epidemik Content - with veteran Industry Producer Shabbir Motiwala at the helm. Epidemik Content will be delivering content with best-in-class production thats value for money. It will embrace AI and new-age storytelling while collaborating with the best new talent to push the envelope and redefine industry standards. Shabbir Motiwala , Head of Epidemik Content, said, My challenge is to make Epidemik Content the talk of the town with best-in-class production and innovative storytelling. The red speech blurb in the logo will be a constant reminder to me and Team Epidemik of that objective. Of course, I am thrilled and honoured to be entrusted with this responsibility. Nisha Singhania and Ramanuj Shastry , Co-Founders of Infectious Advertising, added, With Epidemik Content, we now have skin in the content game. Our mission is Virality - to create content that is both memorable and shareable. Epidemik Content will create bespoke solutions for the ever-evolving content needs of brands in the digital age.

Carat India bags the integrated media mandate for Meesho

Carat India has bagged the integrated media mandate for Meesho, following a multi-agency pitch win with the account being serviced from the agencys Bangalore office. As per the mandate, Carat, the media agency from dentsu India, will oversee a comprehensive suite of integrated and full-funnel media solutions for the brand. Under the leadership of Sanchayeeta Verma, CEO of Carat India, and Anita Kotwani, CEO of Media, South Asia, dentsu, the agency will provide brand solutions intricately aligned with evolving consumer behaviours, integrating modern thinking and future-led technologies. Carat will empower Meesho to take significant strides in reaching out to consumers, fulfilling its vision of becoming the preferred e-commerce destination for the next billion users in the country. The agency will deliver top-notch, client-centric, data-driven solutions, emphasizing digital transformation and fostering audience engagement. Additionally, Carat will craft strategies reinforcing the brands commitment to fostering commercial success for small businesses and entrepreneurs in India. Leveraging the networks marketing, technology, and consultancy expertise, the agency will focus on creating distinctively tailored solutions for Meesho. Commenting on the win, Sanchayeeta Verma , CEO, of Carat India said, Partnering with Meesho is a game-changer, a chance to rewrite the e-commerce playbook for Bharat. Our strategy? A finely tuned team structure meticulously crafted to fuel Meesho's ascent & growth. Moreover, our industry-leading tools will act as an added advantage to strategize, plan, implement, and measure across the full funnel. It is this unique combination that has enabled us to secure this remarkable and prestigious opportunity. Anita Kotwani , CEO, of Media, South Asia, dentsu added, Welcoming Meesho aboard is a thrilling milestone, as we eagerly anticipate steering the company's mission of democratizing internet commerce in India. Our proposal was more than just compelling; it was a holistic journey, spanning from branding and performance to data-driven analytics and an inventive media & content strategy. We're confident that our collaboration will not only fuel Meesho's long-term strategic growth but also drive our own evolution! Soumitra Choubey , Associate Director, Brand Marketing, Meesho remarked, As we embark on this exciting journey with Carat India, we are thrilled to elevate Meesho's presence among Indias Active Internet user base. With Carat's comprehensive media solutions and our shared vision for innovation, we are poised to redefine the e-commerce experience for the next billion users. Together, we look forward to leveraging cutting-edge technologies and consumer insights to create impactful strategies that drive both brand growth and empower small businesses nationwide.

The Womb Communications appoints Anurag Gupta as CEO

The Womb Communications has announced the onboarding of Anurag Gupta as its Chief Executive Officer, taking over the role on Thursday, the 2nd of May, marking a key leadership development for the company. Explaining the need for the role, Navin Talreja and Kawal Shoor said. Our current offering of cutting-edge strategy and bold, unignorable creative work has fired up growth for our clients. Admittedly, The Womb has been very focused on creating top-of-the-funnel solutions. The opportunity to unleash big strategic and creative ideas on data-dependent mid-funnel and bottom-funnel work has only grown with time. Not too many agencies know how to do that. And clients need that in an increasingly fragmented world. In Anurag, we found someone whos classically trained but spent the last few years building a data and tech company of a thousand people, spread across 10 countries. Hes led cross-functional teams, here in India, and in Asia. He's maverick and method in equal doses. And weve known the energetic bandit in him for long. And, to pre-empt obvious, related questions, we want to clarify that we both are going nowhere. The Womb is our second homesometimes our first, even. Our involvement in clients businesses and brands will remain committed. Anurags coming on board fortifies our client proposition even more. As always though, we would let the clients do our talking once theyve experienced the collective power of this move. Weve added even more leadership muscle to Anurag. In the coming days, well announce more additions and structure to the leadership team from among the crouching tigers and hidden dragons within the company to get The Womb ready for 2.0 Commenting on his position, AnuragGupta said, I was drawn to join this remarkable company for two reasons: culture and an uncompromising commitment to clients' business. Navin and Kawal have assembled a team with such infectious energy that it truly inspires you to be a part of itI'm glad I followed my instincts. I'm excited about the prospect of learning and growing together with the team. Together, we are ready to write the next chapter of The Womb.

Effectively using AI in IPL campaigns

Virat Kohli's dismissal during the recent IPL 2024 match against KKR in a controversial decision, sparked outrage. Despite protests over a potential no-ball, when Kohli was given out on a full toss his frustration led to him smashing a trash can after the dismissal. Expert opinion was also divided on the decision. Many camera angles were scrolled and interpretations were made on the possible trajectory of the ball, yet the decision-making was based on human ability rather than technology and data. With an AI engine it would have been much easier to take such a decision and perhaps many more. After all it has data and rules. Marketing in sports is no different. The integration of Artificial Intelligence (AI) in sports marketing, especially within the Indian Premier League (IPL), is significantly transforming how brands engage with audiences. AI's capability to analyse extensive datasets enhances fan experiences and streamlines marketing efforts. The role of AI is revolutionizing sports marketing by providing deep insights into fan preferences and behaviours. AI-driven analytics tools predict trends, personalize fan interactions, and optimize campaign results. For example, AI systems analyze social media to gauge fan sentiments, tailoring content to enhance engagement and loyalty. Below are three major outcomes that have been achieved with the deployment of AI in IPL: Fan engagement: A key application of AI in IPL campaigns is to boost fan engagement. Leveraging machine learning algorithms, marketers can create personalized content that resonates with diverse fan bases. Real-time content customization, based on live match data, enhances the viewing experience, making fans feel more connected to their favourite teams. Operational efficiency: AI also significantly improves operational efficiency. Automated content tagging and management systems, enable teams to rapidly deploy marketing materials across multiple platforms. This not only saves time but also maximizes the return on investment (ROI) by ensuring relevant and timely content delivery. This capability is crucial during live events like the IPL, where capturing and sharing moments instantly can significantly boost engagement. Fan experiences: Recent IPL campaigns have effectively used AI to enhance fan experiences. For instance, AI-generated custom match highlights, based on individual user preferences, have seen increased engagement rates. AI-driven chatbots have also been employed to provide fans with real-time updates and information, improving user experience and satisfaction. Dream11's 'Sab Khelenge' Campaign in 2023 featured a mix of cricketers and Bollywood actors, utilizing AI to personalize fantasy gaming experiences based on user behaviour and preferences, which helped in segmenting the audience and tailoring messages that resonate with different groups, thereby increasing participation rates. Zomatos 'Mann Kiya, Zomato Kiya': Leveraged AI to match users with their favourite dishes from local restaurants, enhancing user satisfaction by making food ordering more intuitive and personalized. As AI technology continues to evolve, its application in sports marketing, particularly in high-stakes environments like the IPL, becomes increasingly vital. Brands that embrace this technology gain a competitive edge through enhanced fan engagement, improved operational efficiencies, and better data-driven decisions. The future of IPL campaigns will heavily rely on AI to create more personalized, engaging, and successful marketing strategies. In the next season, I expect AI and AR-powered glasses to uplift the pre-post and live match experiences to the next level. This article is penned by Abhinav Jain , Co-Founder and CEO of Almonds AI. Disclaimer: The article features the opinion of the author and does not necessarily reflect the stance of the publication.

Ecom-Gaming dominates ad volumes in IPL 17 with 14% share: TAM Report

TAM India has released its latest report on commercial advertising during IPL 2024. It details statistics from the first 48 matches of IPL 2024. According to it, during IPL 17 (2024), the count of categories and advertisers increased by 40% and 33% compared to IPL 16 (2023). The top five categories present in IPL 17 together covered 35% share of ad volumes with Ecom-Gaming leading the list. Also, throughout all the 48 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. Together, the top advertisers added a 35% share of ad volumes in IPL 17. Furthermore, Sporta Technologies and Vishnu Packaging were the common advertisers present in top 5 advertisers between IPL 17 & IPL 16. In the 48 matches of IPL 17, there were 32 new categories and 101 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.

AWS announces general availability of its gen AI assistant, Amazon Q

Amazon has announced the expansion of its enterprise-focused AI assistant, Amazon Q. Launched in November 2023, this AI chatbot was crafted to provide both generative and analytical support based on the company's proprietary data. Initially, it was accessible to a limited group of users, but Amazon has now opened it to a wider audience and introduced new functionalities. Notably, businesses can now access two distinct chatbotsAmazon Q Developer and Amazon Q Businesseach tailored for different purposes. Amazon Web Services (AWS), Amazon's cloud computing platform, announced in a newsroom post that both Amazon Q Developer and Amazon Q Business are now available to enterprise customers who use AWS services. The AI chatbot can learn from a company's data and workflows, offering assistance with coding tasks and business analytics. Dr. Swami Sivasubramanian, vice president of Artificial Intelligence and Data at AWS said, Since we announced the service at re:Invent, we have been amazed at the productivity gains developers and business users have seen. Early indications signal Amazon Q could help our customers employees become more than 80% more productive at their jobs; and with the new features were planning on introducing in the future, we think this will only continue to grow. Amazon Q Developer is designed to support software developers by automating 'tedious and repetitive tasks' like coding, testing, application updates, troubleshooting, security scans and fixes, as well as optimizing AWS resources. Whereas, Amazon offers Amazon Q Business, for analytical tasks, which can understand and process natural language queries and prompts. Using a business's internal data stored on AWS servers, this tool can answer questions, create summaries, generate content, write reports, and provide data-driven analysis. Amazon Q is also being integrated into Amazon QuickSight, AWS's cloud-based Business Intelligence service. In addition, Amazon has a feature called Amazon Q Apps, which is currently in preview and not yet widely available. This feature allows employees to create AI-powered applications using the company's data, even if they have no prior coding experience. By providing a basic description of the app and the tasks it should accomplish, the AI chatbot can build the app from start to finish. This simplifies the process of app development for employees without a technical background.

39.6% identify data analytics as crucial for retention marketing: Report

WebEngage has launched its ' State of Careers in Retention Marketing' Report , a comprehensive study on the evolving landscape of careers in retention marketing. In a continuously evolving market, where uncertainty is the only certainty, businesses are preoccupied with maintaining a sustainable growth trajectory. Where customer acquisition has been touted to effectuate growth and provide to the top line, it is becoming increasingly evident that customer retention is critical to pad the bottom line and drive the growth of a business. The volume around retention conversations is increasingly being dialled up across a range of industries today in acknowledgement of its disruptive business potential. This is amply reflected in the findings in Neilsens 2024 Annual Marketing Report , which found that 72% of global marketers are expecting bigger budgets this year, an 8% increase from 2023. The career landscape also mirrors this trend. WebEngages study seeks to highlight the nuances of this evolution and draw a roadmap for how professionals in this realm can find their path and accelerate their career growth. The last few years have brought the subject of retention marketing to the spotlight. While retention is not a marketing problem, the typical flag bearers of retention metrics now have a stronger voice and a seat on the table - to point out issues affecting retention - whether its the quality of acquisition, product journey, post-purchase experience, customer support NPS or any other consumer touch point that can make or break the customer's experience. Thus, its only fair that pros at driving retention be recognized for their impact on business and compensated accordingly. We see a serious uptick in the need for savvy retention professionals and see the early movers to this specialization gaining from their choices, said Ankur Gattani , Chief Growth Officer, of WebEngage . Key insights from the study: 1. Shift towards Retention: D2C and E-Commerce sectors saw a whopping 35.8% representation among the respondents of the study . This is reflective of the fact that businesses are recognizing the importance of customer retention for long-term profitability, leading to a surge in demand for talent in retention marketing. Respondents also shared that hiring retention marketers are some of the most early investments they make in the team. However, the thing to note here is that the pie is spread nearly proportionately across other sectors. As reflected in the data, the consumer-tech space of Ed-tech, BFSI, and Media & Entertainment sectors are also showing an increased inclination toward retention-led marketing with 17.9%, 10.5%, and 8.4%, respectively . 2. Core Competencies: 39.6% of respondents declared Data Analytics as the top skill crucial for success in retention marketing careers. The study identifies 7 core strengths ranging from data acumen to stakeholder management, providing actionable guidance for career development. Of these 7, data analytics capabilities is a clear winner, closely followed by strategic thinking abilities (17.6%) and project management skills (17.2%). More importantly, the in-depth interviews conducted as part of the study revealed that while some skill sets might appear to be more crucial than others in the pecking order, the important thing to note is that a retention marketing professional needs to possess the perfect blend of skills of a CMO, CTO, and CDO, to succeed. 3. Salary Trends : The head of retention at a 500 Cr. + brand stands to make as high as 50-70 LPA. Head of retention & user engagement at a large-scale gaming or entertainment brand can go as high as 1 Cr. The study reveals a remuneration framework that is tied up with the respondents educational background and work experience and easily weighted on delivering data-backed & experiments-led success. Below is a chart that reflects the various salary brackets that our respondents belong to. Furthermore, to break into the 10-15L band in D2C, one has to be a seasoned retention marketer with 3-5 years of core retention exposure . In the 40L Per annum salary band , almost all respondents had a mix of a masters degree and work experience. These roles are spread across marketing, growth, and product teams, and they are mostly vertical owners. 4. Role-team mapping : 52.6% of the respondents belonged to the marketing teams within their organization. When asked which teams the respondents belonged to, it was revealed that the retention marketer is likely to be found in one of three teams - Marketing, Growth, and Product. Besides the marketing team, growth teams are also increasingly finding retention practitioners among them (31.6%) , signalling that retention is essential to growth and a must-have boardroom conversation. You can view the full report down below:

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.

Snapchat rolls out new AR and ML tools for brands and advertisers

Snapchat has revealed its new suite of augmented reality (AR) and machine learning (ML) tools aimed at helping brands and advertisers engage users on the platform through interactive experiences. The company stated that it has been investing in ML and automation to streamline the creation of AR try-on assets for brands. Over the past few years, Snapchat has partnered with companies like Amazon and Tiffany & Co. to enable users to virtually try on various products within the app. Snapchat noted that it has now significantly reduced the time required to produce these AR try-on assets, which will enable brands to more swiftly convert their 2D product catalogues into virtual try-on experiences. Snapchat has also announced AR Extensions, a new feature that enables advertisers to integrate AR Lenses and filters into all of the app's ad formats, including Dynamic Product Ads, Snap Ads, Collection Ads, Commercials, and Spotlight Ads. Additionally, Snapchat stated that over 300 million users engage with AR experiences on the app daily, on average. This release of new tools for brands and advertisers follows Snap's report of a 21% increase in revenue for Q1 2024, totalling $1.195 billion, largely attributed to enhancements made to its advertising platform. The company also noted an 85% year-over-year increase in the number of small and medium-sized advertisers on Snapchat. Snapchat announced the launch of a new sports channel within the app called the 'Snap Sports Network.' This channel will focus on unconventional sports, such as dog surfing, extreme ironing, and water bottle flipping, among others. It will feature a mix of user-generated content and scripted content hosted by Snap Stars. Additionally, Snapchat is deepening its partnership with Live Nation by introducing a new Snap Nation Public Profile that will offer exclusive behind-the-scenes content from concerts. Snapchat will also curate stories from Live Nation concerts and festivals, showcasing public posts from users to provide a unique perspective on these events.

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.

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.

WhatsApp Could Soon Get a Recently Online List to Recommend Contacts to Users: Report

WhatsApp is working on a new feature that is reportedly designed to recommend contacts to reach out to. The feature is a list dubbed 'Recently Online' which shows the names of contacts who were recently logged into the app. The report speculates that the purpose of the feature is to help users determine people who are more likely to respond if texted or called.

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:

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.

Infinity Advertising appoints Satyendra Mallik as CEO

Infinity Advertising Services, an integrated advertising and communication organisation, has appointed Satyendra Mallik as its new Chief Executive Officer. Mallik is an industry veteran, with over two decades of experience and a track record of driving organizational growth and transformation across various sectors. Mallik's appointment heralds a new chapter for the agency, determined to expand its global reach by fostering strategic international partnerships. His vision is set to propel Infinity to new heights of success, creating exciting opportunities and value addition for clients, partners and stakeholders alike. We are thrilled to welcome Satyendra Mallik in the Infinity family, said Ajay Adlakha , Managing Director, Infinity . His exceptional leadership skills, coupled with his extensive experience across various industries, make him the ideal to lead Infinity into its next phase of growth. Mallik's career journey has seen him excel in various sectors spanning across geographies, including consumer electronics, mobile, automobile, IT/ITES and consumer product. His deep understanding of Market, Consumer behaviour, Business Processes and technology have earned him a reputation as a champion in enhancing organizational effectiveness and efficiency both at the topline and bottom-line levels. Previously, he has served in leadership capacities at several distinguished organizations, including Eastmen Auto & Power Ltd, Intex, Trident Group, Hero Group, and Salora, among others. Commenting on his new role, Mallik expressed his enthusiasm for the journey ahead, I am filled with gratitude to assume the role of CEO at Infinity, and I am excited about the opportunity to steer such a dynamic and forward-thinking organization. He continued, With this ambitious team, I am sure that we will realize our ambitious objectives and persist in delivering unparalleled value to our esteemed clients. With a keen focus on exploring new horizons, Infinity is committed to its latest venture, Content Foundry, a state of art having the capability to churn out high-quality podcast, video and static content in no time. Content Foundry represents the vanguard of Infinity's next generation, fueled by youthful energy. Satyendra Mallik, with his wealth of experience, stands poised to propel Content Foundry to unprecedented heights.

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.

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.

Abby Awards 2024 announces Pallavi Chakravarti,Raj Kamble andMayuri Nikumbhas Jury Chairs

Pallavi Chakravarti , Founder and CCO of Fundamental, Raj Kamble , Founder & CCO of Famous Innovations and Mayuri Nikumbh , Head of Design at Conran Design, join as Jury Chair for Diversity, Equality and Inclusion category , Out of Home and Ambient category , and Design Category respectively, at The Abby Awards 2024 powered by One Show. Pallavi Chakravarti Pallavi Chakravarti, Founder and CCO of Fundamental has been appointed Jury Chair of Abby Awards 2024 powered by One Show in the Diversity, Equality and Inclusion category. In the creative business for two decades now, Pallavi went independent in 2023. Her agency Fundamental has created work for Airtel, Adidas, WhatsApp, Facebook, Parle Products, Marico and more, all in under a year. In her previous stints across Saatchi, Grey, JWT, Taproot Dentsu and DDB Mudra, she has worked on Instagram, McDonalds, Pepsi, Uber, J&J, Unilever, P&G and local giants like Times of India, ITC and Star Sports. Pallavi featured among the 200 most-awarded ECDs in 2021 in The Drum World Creative Rankings and closer home, in the 2022 edition of Wonder Women 100 by Indian Television Dot Com, a list celebrating leaders in creative arts. From shows like Cannes Lions, D&AD, The One Show, Adfest Asia Pacific, Spikes Asia, Kyoorius and The Abbys to effectiveness awards like Effies and Appies, her work has been recognised everywhere. With hundreds of metals to her credit, Pallavi was also the recipient of the Best Ad Screenplay plaque at the prestigious 2015 Dadasaheb Phalke Film Festival. Pallavi has served on many juries over the years at Cannes Lions, Dubai Lynx, New York Festival, Global Awards, Gerety Awards, Kyoorius Awards and the Abbys, across categories like Film, Outdoor, Direct, Radio and Integrated Advertising. She also mentors young talent through various industry initiatives. Psychology, theatre and music make her tick, both on the job and off it. Raj Kamble Raj Kamble, Founder & CCO of Famous Innovations has been appointed Jury Chair of Abby Awards 2024 powered by One Show in the Out of Home and Ambient category. Raj Kamble is a gold-medallist in design and art from Sir JJ School of Arts. His 25-year career has taken him from Lowe India to Lowe London, Lowe New York, BBDO New York and back to Mumbai as Managing Partner, BBH India. During this time, his work for brands like Stella Artois, Unilever, Nestle, P&G, Saab, Diageo, Vaseline, Burger King and Google has achieved both critical acclaim and business results. One of the most awarded and globally recognized Indians in advertising, Raj has over 150 awards to his name including several Cannes and One Show golds. In 2013, he founded an independent creative agency Famous Innovations. Today, Famous is a 200+ people agency across Mumbai, Bangalore and Delhi, and holds the title of nine-time winner of South Asia Independent Agency of the Year in a row, as well as Digital Agency of the Year, Design Agency of the Year and Green Agency of the Year. Raj is a frequent lecturer at institutes such as the Kellogg Institute of Management and Columbia University. He is the Director of Miami Ad School in India. He is part of a think tank with the Government to make India WiFi-friendly. He plays a prominent role in shaping the future of education in India as part of the Board of Governors at Indian Institute of Management, Kozhikode, Board of Governors at MIT-Pune and Academic Advisory Board at National Institute of Design Mayuri Nikumbh Mayuri Nikumbh, Head of Design at Conran Design has been appointed Jury Chair of Abby Awards 2024 powered by One Show in the Design Category. With a strong belief in the power of design to convey authentic stories that help transform businesses as well as influence consumer behavior, Mayuri has led award-winning projects and contributed to the success of both startups as well as well established brands. An alum of IIT Bombay and with a career spanning over two decades, she currently leads the creative vision for Conran Design Mumbai which she helped establish in the middle of the global pandemic. Within three years of its inception, Mayuri has helped win notable businesses and awards including Campaign Agency of the Year, Transform Asia and IDA Awards. Mayuri has been voted as one of Indias 40 under Forty go-getters in the creative field by Impact magazine. She has also represented India at the Asia-wide collaborative project Colours of Asia- that culminated in a unique exhibition at the Hong Kong Design Institute which went on to win the Design for Asia Award. Amidst numerous other representations as a leading voice for design, Mayuri has been on the jury panel for Spikes Asia awards, Kyoorius Design Awards as well as all major local festivals. She will also be at Cannes this year as a part of the Design Lions jury. Mayuri strongly endorses the practice of working towards the sweet spot of consumer and clients problem-solving needs. She believes good designers make good citizens that enable a meaningful way of life.

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.

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)

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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.

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.

WPP's Q1 2024 revenue saw a 1.4% decline compared to Q1 2023, India notably achieved a 6.6% growth: report

WPP experienced a 1.4% decrease in Q1 revenue, while its like-for-like (LFL) revenue saw a 2.1% increase. The growth in India at 6.6% was particularly notable, driven by the strong new business momentum from the previous year (2023). However, the Q1 LFL revenue, excluding pass-through costs, declined by 1.6%, contrasting with the 2.9% increase seen in 2023. While the UK and Western Continental Europe regions saw increased sales, North America and Asia Pacific witnessed decreases. Notably, India performed well in the Asia Pacific region, although China did not. Despite these fluctuations, the company secured a net new business worth USD 0.8 billion, down from USD 1.5 billion in Q1 2023. Significant wins included contracts with AstraZeneca, Canon, Molson Coors, Daiichi Sankyo, Nestl, Perfetti, Perrigo, Rightmove, and Telefnica. Mark Read , CEO, WPP, commented, The first quarter of 2024 was very much in line with our expectations with performance reflecting the toughest comparator of the year. Strategically, we have progressed well on the priorities set out at our Capital Markets Day at the end of January. Our outlook for the full year is reiterated. We remain on track to return to growth in the balance of the year, supported by an encouraging new business pipeline and the strength of our business creatively and in media, both powered by new AI capabilities, while our simpler structure will drive organisational flexibility and stronger cash conversion, he added.

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.

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.

Many marketing organisations lack strong first-party data to power their own AI engines: Kantars Puneet Avasthi

Despite Gen AIs commercial promise, most organisations arent using it yet. 90% of marketing and sales leaders think their organisations should be using AI often, while 60% said their organisations rarely or never do, as revealed by the recent Kantar AI research findings . Puneet Avasthi , Senior Executive Director, South Asia, Insights Division, Kantar, in interaction with Social Samosa, highlights two factors that contribute to organisations lagging in AI adoption. Many marketing organizations do not have strong first-party databases to power their own AI engines for understanding consumer behaviour. The second aspect is having the requisite understanding of how this ecosystem is evolving and the tools and techniques that need to be leveraged to maximize the advantage available to AI in this new age. While organisations are yet to catch up to AI technology, Avasthi notes that there are several initiatives in manufacturing when it comes to the usage of AI. It's an area focused on achieving zero-defect manufacturing and faster turnarounds. This domain benefits from ample data availability, allowing for modelling and machine learning training to create more effective routes. In marketing, the revolution is just beginning. Over the next couple of years, consumers are going to experience brands in unique ways, helping brands significantly in serving their brand objectives, Avasthi remarked, emphasising the potential of AI in marketing strategies. The study cites an ICUBE data showing that AI is already touching the lives of nine in 10 internet users in India, powered by the computing capabilities on their phones, connectivity, and cloud infrastructure. Among them, it is expectedly higher among the youth, primarily 1924-year-olds at 92%, and at a high 81% for the older age bracket, 45+-year-olds. Adoption in social media 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. Sharing how this is changing the social media landscape, Avasthi says that the need to communicate and share experiences is what AI is doing as it is creating more digital experiences, which in itself become memories. He cites the example of social media apps like Snapchat utilising augmented reality into their experiences. Instead of sharing real-life experiences, I can mix my real-life experience with augmented reality. These are the kinds of technologies that are going to be used because it creates great memories. It's not just one way, I'm not just creating a memory outside in the real world and transporting it into cyberspace. While social media apps are leading AI adoption with increasing features, interestingly, adoption appears to be slower in the short video apps segments, at an average of 1.2 features. Credits: Kantar Data by Statista reveals that the short-form video segment saw an increase in active users between 2019 and 2021, with the user base amounting to 290 million during the latter. The figure is further expected to grow to 600 million users by 2025. While India has been sharing content through Instagram reels, there are many more domestic video platforms, such as ShareChat, Roposo and Josh. Avasthi mentions that the space of short video is not quite as advanced as social media in India and believes that they should be looking at this very closely because the market is moving in that direction. He goes on to describe how marketers can effectively use short video apps, mainly through recommendations and image and video creation. From a global context, Instagram feeds or YouTube charts are using recommendation engines that power what needs to be served to the consumer. That recommendation engine is powered by AI, and it's predicting in real time what the consumer is seeking at that particular point in time and sharing more content. Avasthis second recommendation is for content creators, specifically in relation to creating images or videos that are unique and spectacular. He believes that the influencer economy, AI-led features that allow for better editing and creation of content for content creators on short video format apps or social media apps is crucial for marketers. Enhancing experience through virtual assistants Avasthi notes that AI is not just for one set of people, it is for everybody. It acts as an enabler that various people are using for their respective purposes. He, however, notes that there is an emergence of virtual assistants and smart home devices. 15% of users in 2023 enhanced their experiences through virtual assistants and the study suggests that it is growing at about 27% year-on-year. Credits: Kantar When looking at smart homes, tech-savvy South Indian cities and big cities are way ahead. They are clearly leveraging smartphone devices and integrating them with Alexa or various other virtual assistants, which is a lot more prevalent. That's something that marketers, both durable marketers and others, need to consider as they continue to develop their brand plans. The last year also saw chatbots being used by brands for communication with consumers. It's important for chatbots to be humanised, to answer the consumers in a language that they are comfortable with and to build rapport. Generative AI features will enable this, and brands that are looking to communicate with consumers will be leveraging generative AI as the underlying technology to power their chatbots and virtual assistants on their websites. Trends to note Puneet Avasthi points out a few trends where marketers will be utilising AI. Marketers will leverage first-party data sets and integrate them with market research data. The focus will be on building sharper consumer insights through predictive intelligence, leveraging small data from market research and big data sources. Assessing the quality of creatives and understanding ROI across different media channels is essential. Marketers will work to break down silos in data management and analysis for a more holistic approach. As AI continues to shape various sectors, its adoption in marketing is only beginning. While organizations are yet to fully embrace AI's potential, Kantars probe into the burgeoning AI market provides actionable insights for marketers. By embracing AI-driven technologies, marketers can navigate the evolving landscape and enhance consumer engagement.

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.