AdSpot: A weekly round-up of ad campaigns

Amidst the constant stream of advertisements bombarding us, a few of them truly stand out for their creativity, emotional resonance, or powerful messaging. To archive impactful ad campaigns and share a quick round-up of ads released in a week, Social Samosa presents -- AdSpot. This week, the advertising and marketing industry saw campaigns from Toothsi by MakeO, Samsung, McDonald's, Durex, Titan, and Manforce Condoms. Let's take a look at all that makes these advertisements noteworthy: Toothsi by MakeO Toothsi by makeO's #AbBracesGayabAapNahi campaign highlights the benefits of invisible aligners over traditional, painful braces. In it's quirky way, the campaign urges viewers to ditch unattractive braces and opt for discreet aligners instead. Samsung US We would never crush creativity. #UnCrush pic.twitter.com/qvlUqbRlnE Samsung Mobile US (@SamsungMobileUS) May 15, 2024 Created by BBH USA, Samsung's ad features a woman walking into a scene reminiscent of the Apple spot, with destroyed objects and a paint-splattered hydraulic press. She picks up a damaged guitar, sits down, and starts to play. The ad titled 'UnCrush' is a direct jab at Apple's original ad. Durex India Durex's 'Explorers Wanted' campaign is designed to encourage couples to be more adventurous, based on the finding of their survey that 74% of surveyed Indians are open to experimenting with new experiences in the bedroom. McDonald's UK This Mental Health Awareness Week, McDonald's UK has launched its The Meal ad campaign aiming to remove the smile from its 'Happy Meal' to help initiate conversations around children's emotions Raga by Titan Titan Raga's campaign reflects the changing perception of beauty from a source of competition among women to a shared experience of mutual support. Today, women bond over beauty tips, support each other, and collaborate to break barriers, thereby highlighting the strength of sisterhood. Manforce Condoms The campaign seeks to dominate online searches for 'condom' by promoting 'Manforce' instead. To launch this year-long effort, Manforce partnered with actor and content creator Dolly Singh. In the video, Dolly mentions 'condom' during a shoot, prompting the director's concern. The crew then collectively says #CondomNahiManforceBolo, emphasizing Manforce as Indias top condom brand.

Brands pay tribute Sunil Chhetri's memorable career using creatives

Born on August 3, 1984, India's football icon, Sunil Chhetri whose name resonates with passion, skill, and leadership both on and off the pitch has announced the news of his retirement from international football after the FIFA World Cup qualifier against Kuwait. In a nation where cricket often steals the spotlight, Chhetri stands tall leading the Indian national team for football representing the 'Indian Super League' and 'Bengaluru FC'. Being one of the fifth-highest international goalscorers among active players, behind Cristiano Ronaldo and Lionel Messi, Chhetri announced his decision to retire from international football over a video on X (formerly Twitter) on Thursday. I'd like to say something... pic.twitter.com/xwXbDi95WV Sunil Chhetri (@chetrisunil11) May 16, 2024 Brands quickly joined in the conversation, creating posts that celebrated Chhetri's performances and victories. By aligning themselves with Chhetri's success, brands aimed to establish a deeper connection with football enthusiasts and become a part of the excitement surrounding Chhetri's career. Here's a look at a few brand creatives that we came across: Swiggy happy retirement legend @chetrisunil11 you never failed to DELIVER

Sony Music warns AI developers against unauthorised use of its music

In the latest clash between music publishers and tech companies, Sony Music Group has issued warnings to hundreds of AI developers against using its music, which features artists like Harry Styles, Beyonc, and Adele. In a statement released on May 16, Sony Music declared that it expressly prohibits and opts out of any text or data mining, web scraping or similar reproductions, extractions or uses of its songs, lyrics, and artwork. This directive means that tech companies are being asked not to use Sony Music content, which includes works from Sony Music Publishing and Sony Music Entertainment, for any purpose such as training, developing, or commercializing AI systems using bots, scrapers, and other automated methods. As one of the top three global music publishers, alongside Universal Music Group and Warner Music Group, Sony has sent the warning letter to over 700 AI developers, including OpenAI, Microsoft, Google, Suno, and Udio, according to the Financial Times. Sony Music is also reaching out to major streaming platforms like Spotify and Apple, urging them to implement best practice measures to protect its music from AI misuse and copyright violations by updating their terms of service. We support artists and songwriters taking the lead in embracing new technologies in support of their art. Evolutions in technology have frequently shifted the course of creative industries. AI will likely continue that long-standing trend, Sony wrote in a statement. However, that innovation must ensure that songwriters and recording artists rights, including copyrights, are respected. Earlier this year, Universal Music criticized TikTok for not fairly compensating its artists and using intimidating tactics during contract renewal negotiations. Recently, they reached a new agreement that includes industry-leading protections concerning generative AI.

Whisper India educates young children about menstruation through its new ad campaign

With girls as young as the age of eight getting their period there comes a lot of fear and misinformation about menstruation. Over the years, menstrual product ads have also been depicting a sanitised version of menstruation, replacing blood with blue liquid thereby ignoring the reality that menstruation involves the shedding of blood, typically around 2-3 tablespoons per month. Lets imagine a world where every person regardless of gender, is educated about these natural changes. A place where a girl doesn't have to feel isolated or ashamed but instead feels supported for menstruating. To help change this outlook and bring a change, Whisper has launched the fifth edition of its #KeepGirlsInSchool (KGIS) movement to help educate young children regardless of their gender about menstruation, beginning from our classrooms. Whispers ad showcases a bunch of young girls completely unaware of the term periods thereby assuming it to be a physical injury or a punishment from god for lying too much. Its when the school teacher enters the bathroom only to realise that these young girls arent aware of what's happening to their friend's body thereby causing panic and fear amongst them. The ad further showcases the teachers decision to educate her young students irrespective of their gender about menstruation along with feminine hygiene and health. Unlike typical portrayals where males are often ridiculed in discussions about menstruation, this advertisement showcases a classroom setting where young boys and girls learn about periods together. By including young boys, the ad not only normalises menstruation but also confronts the taboo surrounding it, advocating for inclusivity. It challenges the approach of only targeting girls in period ads, thus reducing the discomfort among boys regarding the topic. Through this campaign, the brand aims to take a stance in educating kids nationwide about menstrual hygiene. Their objective is to mitigate dropout rates stemming from inadequate information and limited access to period products. The campaign concludes with a catchy jingle, serving as a beacon of hope, affirming that periods are natural and nothing to fear. Through the memorable tune, they reinforce the message ' Periods ka matlab, healthy hai aap . Whispers campaign aims to make young girls feel confident and secure, even during their periods, and they can stay in school without worrying about missing out. This campaign is more than just hygiene; it's about empowering young women across India to feel strong, healthy, and proud of who they are.

Dr Bikramjit Chaudhuri joins BARC India as Chief of Measurement Science & Analytics

Broadcast Audience Research Council (BARC) India has appointed Dr Bikramjit Chaudhuri as its new Chief of Measurement Science & Analytics. He will succeed Dr Derrick Gray, a veteran Audience Measurement and Advanced Analytics executive, who has been a member of BARC India for six years. Dr Bikramjit Chaudhuri (Bikram) is a Ph.D. from IIT Bombay and holds a Master of Statistics degree from the Indian Statistical Institute, Delhi. He comes in with an experience spanning over three decades in the areas of Statistics, Stochastic Modelling, Market Measurement, Consumer Segmentation, AI & ML, Demand Forecasting and Big Data Analytics. He has several research papers, publications, and patents in these aspects under his belt. Chaudhuri is currently associated with the Datamatics Group of Companies as the Global Head of Data Science & Advanced Analytics, since 2016. Prior to Datamatics, Bikram has held multiple leadership roles, and has led large teams of senior talent across levels at KPMG, Nielsen and ZS Associates. Sharing his enthusiasm, Chaudhuri said, I am excited to join BARC India as the Chief of Measurement Science & Analytics. It will be an absolute honour and privilege to be a part of a multitalented and versatile team that runs the largest Audience Measurement system in the world, in one of the most complex multimedia markets. I am looking forward to leveraging my deep expertise and diverse experience to further evolve the current measurement system to meet the growing needs of the industry. Looking forward to an exhilarating journey and a fulfilling association with BARC India. Nakul Chopra , Chief Executive Officer, BARC India , said, Derrick has been a wonderful partner, a mentor and a friend to numerous individuals and industry peers. We congratulate him as he embraces his next adventure and wish him nothing but the absolute best. In his stead, Im happy to welcome Bikram to the BARC India family. He brings deep knowledge and rich expertise in Big Data, Research and Business Intelligence. Im confident that with his strategic vision and passion for excellence, he will not only uphold the legacy Derrick leaves us with, but also help navigate our future in this fast-evolving environment.

GroupM appoints Wavemaker CEO Toby Jenner as Global President, GroupM Clients

GroupM, WPPs media investment group, announced the appointment of Toby Jenner as Global President, GroupM Clients. In this newly created role, Jenner, who has led GroupM agency Wavemaker, will assume responsibility for leading the group's global proposition and go-to-market strategy as well as its growth, marketing, and communications teams and functions. Jenner will continue to oversee Wavemaker alongside his expanded remit. He brings over two decades of leadership experience in driving growth and managing operations at GroupM agencies MediaCom and Wavemaker, working across local, regional, and global roles in markets such as Australia, Singapore, the United States, and the United Kingdom. Tobys deep understanding of client needs, industry knowledge, and track record as the industrys most successful new business leader make him the best possible candidate to lead our growth and marketing efforts going forward, said Christian Juhl , Global CEO of GroupM. We have the strongest agencies in the business backed by the worlds most advanced media delivery platform and codified way of working underpinned by our unrivalled, scaled intelligence. Putting our story in Tobys hands will give us a significant edge as we further strengthen our position and look to accelerate our growth in the months ahead. In his new role, Jenner will oversee strategy and operations for GroupMs business development, growth, marketing, and communications to clients, employees, and industry audiences. He will work closely with the agency and GroupM leadership to identify growth opportunities, develop integrated solutions that leverage the skills and expertise of the industrys deepest bench of talent, and effectively communicate GroupMs value proposition. Over the past year and a half, weve demonstrated the success of combining agency talent with GroupMs Globally scaled technology and activation capabilities, said Jenner. Im thrilled to have the opportunity to showcase our networked capabilities which we have been developing across GroupM to drive the next phase of growth for our organization. I look forward to collaborating with Christian, our agency leaders, and, just as importantly, the incredible talent we have across the worlds #1 media group to help drive our clients business impact and deliver them exceptional growth. Jenners appointment is part of GroupMs ongoing business transformation to accelerate growth and innovation by unifying its teams and capabilities to provide more integrated, agile, and effective solutions for clients.

Reddit and OpenAI partner to bring additional content to ChatGPT

Reddit and OpenAI today announced a partnership to benefit both the Reddit and OpenAI user communities in several ways: OpenAI will bring enhanced Reddit content to ChatGPT and new products, helping users discover and engage with Reddit communities. To do so, OpenAI will access Reddits Data API, which provides real-time, structured, and unique content from Reddit. This will enable OpenAIs AI tools to better understand and showcase Reddit content, especially on recent topics. This partnership will also enable Reddit to bring new AI-powered features to redditors and mods. Reddit will be building on OpenAIs platform of AI models to bring its powerful vision to life. Lastly, OpenAI will become a Reddit advertising partner. Commenting on the partnership, Brad Lightcap , OpenAI COO said, We are thrilled to partner with Reddit to enhance ChatGPT with uniquely timely and relevant information, and to explore the possibilities to enrich the Reddit experience with AI-powered features. Additionally, Steve Huffman , Reddit Co-Founder and CEO said, Reddit has become one of the internets largest open archives of authentic, relevant, and always up-to-date human conversations about anything and everything. Including it in ChatGPT upholds our belief in a connected internet, helps people find more or what theyre looking for, and helps new audiences find community on Reddit.

Understanding the dynamic patterns of modern audiences across Connected TV

The industry of television has experienced a seismic shift with a focus on content consumption. The introduction of the internet has spearheaded an age where spectators have transferred from traditional linear programming to a more personalized and on-demand experience. This alteration has been powered by the enhanced competence and proficiencies of internet-based devices, which have redesigned the techniques via which people connect with content. Connected TV (CTV) has developed as a paramount space for viewers, recommending numerous apps and streaming platforms that satisfy varied inclinations. Unlike traditional television, where audiences had to follow timetabled TV shows, CTV permits greater flexibility, allowing families to assemble and relish content of their preference on bigger displays at their convenience. This suitability element has performed a considerable part in increasing CTV viewership, as additional individuals choose custom-made content and on-demand streaming alternatives. One of the important factors that aids in the rise of CTV is its appeal to a wide range of demographics. Newer age groups have inclined towards streaming services over traditional cable TV, attracted by the freedom to retrieve content anytime, everywhere. At the same time, elderly individuals have embraced the accessibility of internet-connected devices for retrieving their much-loved programs (shows) and news, further adding to the admiration of CTV. As a result of these shifting viewing habits, we have witnessed the proliferation of video-on-demand (VOD) and fast channels in the CTV space. These channels cater to the growing demand for instant gratification, allowing viewers to access content quickly and seamlessly. In India, for instance, India TV has introduced three 24/7 fast channels alongside its linear channel, recognizing the audience's preference for real-time updates and breaking news. However, the evolution of CTV goes beyond this. It has also become a platform for delivering personalized and informative content tailored to individual preferences. News broadcasters have seized this opportunity to innovate and adapt their offerings to better meet the needs of their audience. In reply to the modifying media landscape, India TV has embraced a line of track that emphasizes distributing content that resounds with watchers. This comprises the launch (establishment) of dedicated channels, for example, India TV Speed News, which delivers rapid updates 24*7, and Aap ki Adalat, which recommends to spectators their beloved shows (on demand). Furthermore, India TV Yoga provides fitness and lifestyle tips, indicating the rising prominence of wellness and self-care. The growth of CTV has modernized the technique via which we utilize content, posing a more customized, appropriate, and pleasing screening experience. As news broadcasters, we should persist in familiarizing and developing our services to meet the revolutionizing prerequisites and inclinations of our viewers. By leveraging the competencies of CTV, we can generate more audience-friendly channels that accommodate their interests and deliver them with the news bulletin they long for. The global Connected TV Market was valued at USD 13,233.7 million in 2022 and is projected to reach USD 32,517.2 million by 2030, growing at a CAGR of 12.18 s% from 2023 to 2030. In India, the number of households that owned connected TV sets amounted to 32 million as of 2023, and this trend is projected to continue until 2025. These statistics underscore the immense potential and growth of the CTV landscape, presenting both opportunities and challenges for news broadcasters to navigate. The dynamic nature of modern audiences across Connected TV presents a myriad of opportunities for content creators and advertisers to engage with viewers in innovative ways. As the digital landscape continues to evolve, understanding and adapting to these dynamic patterns will be key to success in capturing and retaining audience attention in the ever-changing world of media consumption. This article is penned by Ritu Dhawan , Managing Director, India TV. Disclaimer: The article features the opinion of the author and does not necessarily reflect the stance of the publication.

Havas Media Network India elevates Uday Mohan & R. Venkatasubramanian as COOs

Havas Media Network India, the media division of Havas India has announced the elevation of two of its senior leaders to significant roles within the organisation. While Uday Mohansteps into the position of Chief Operating Officer of Havas Media India, R. Venkatasubramanianassumes the role of Chief Operating Officer of Havas Play. They will continue reporting to Mohit Joshi, CEO, Havas Media Network India. In his new role as Chief Operating Officer, Uday Mohan will spearhead the comprehensive operations and strategic growth initiatives of Havas Media India. With more than two decades of expertise in the media industry, Mohan has been instrumental in driving the success of Havas Media India over a span of 16+ years in the agency. His adept leadership has led to the acquisition of several prestigious clients and garnered acclaim for the agency's innovation across sectors. R. Venkatasubramanian took charge of Havas Play last year when the specialised function was launched in India along with several other countries globally. Under his guidance, Havas Play has championed numerous successful IPs and initiatives across its Sports, Content, and Entertainment divisions, solidifying its position as a leading player in a highly competitive landscape. Commenting on the elevations, Rana Barua , Group CEO, Havas India, South East Asia and North Asia (Japan and South Korea)said, Uday and Venkat's elevations come at an important juncture for Havas Media Network India, as the agency experiences remarkable growth. Their strategic prowess and dedication have been instrumental in driving our agency's success over the years and their elevation reflects our confidence in their vision and ability to continue fostering innovation, collaboration, and client satisfaction. I wish them all the best. Mohit Joshi , CEO, Havas Media Network India, said, With Uday and Venkat at the helm of their respective business divisions, Havas Media Network India has made significant strides, evident in the agency's expanded client portfolio, new acquisitions, and strategic partnerships. This elevation underscores our unwavering dedication to fortifying our organizational framework by nurturing our in-house capabilities. Leaders like them are key to our goal of making media meaningful for our clients and the industry at large as their exceptional industry acumen is pivotal in leading a team as diverse as ours. I extend my sincerest congratulations to Uday and Venkat on their new roles and look forward to our continued trajectory of growth and success together.

Reckitt appoints Kanika Kalra as its Regional Marketing Director

Reckitt, a consumer health and hygiene company, announced the appointment of Kanika Kalra as the Regional Marketing Director, Health & Nutrition at Reckitt - South Asia. In this role, Kalra will lead marketing strategies for Reckitts portfolio of health and nutrition brands across India and other South Asian markets. Kalra brings with her over 20 years of experience in driving consumer, consumer technology and marketing practices ranging from a myriad of sectors, including personal care, beauty, food and beverage, fashion, and E-Commerce among others. Before joining Reckitt India, she was associated with McKinsey & Company as a partner and worked extensively across the firms Consumer, Consumer Technology and Marketing practices. Kalra was also the Managing Partner of McKinseys Mumbai office from 2020-2023 where she spearheaded the building of the firms new Mumbai office. Kanika led the diversity and inclusion initiatives for McKinsey India. Commenting on Kanikas appointment, Gaurav Jain , Executive Vice President, Reckitt South Asia, said, At Reckitt, we are consistently working towards building a healthier world and we look forward to working with Kanika in her new role to help take this vision forward. As the Indian consumer is ever evolving, Kanikas proven ability and expertise will further help us lead our strategic marketing in a direction that meaningfully connects and resonates with our consumer base across markets. Kanika Kalra , Regional Marketing Director, Health & Nutrition, South Asia - Reckitt, said, Reckitts impressive growth as a leading health, hygiene and nutrition company is inspiring. I am excited about working with our portfolio of iconic brands and creating new experiences that address the deepest needs of our consumers, at a time when we are all resetting the way we think about our health and that of our family and community.

Leaders call for accountability and reform after Ghatkopar hoarding collapse

On May 13, a 120x120-foot hoarding collapsed on a petrol pump at Chheda Nagar in Ghatkopar, Mumbai, due to a dust storm and unseasonal rains. As per reports , the hoarding allegedly weighed 250 tonnes and killed at least 16 people while 75 others were injured. According to the Brihanmumbai Municipal Corporation (BMC), Mumbai's civic body, the hoarding was erected by Ego Media without its permission and stood on the Government Railway Police's (GRP) land. As per a report by CNBC-TV18 , the body has initiated an audit of all billboards across Mumbai, with the removal of illegal structures underway. Sudhakar Shinde, Additional Commissioner, BMC, told the news channel that neither the police nor the advertising agency sought permission from the BMC. Following the collapse, the BMC has also issued notices to the Central Railway and the Western Railway administrations to remove oversized hoardings erected on their land. As per a release , the notices have been issued under Section 30 (2) (V) of the Disaster Management Act, 2005, for the removal of hoardings above 40 x 40 feet in size. Additionally, Bhavesh Bhinde, the owner of Ego Media, is facing charges of culpable homicide not amounting to murder. Moreover, Bhinde already has more than 20 cases against him, as per police records. This is not the first time an illegal hoarding has caused tragedies in various cities across India. In June 2019, a pedestrian was seriously injured and later succumbed to injuries after being hit by a cement hoarding sheet outside Churchgate station in Mumbai amid a cyclone formation. The same day, a heavy acrylic hoarding collapsed from a skywalk, injuring three women pedestrians in Bandra West. Similarly, Coimbatore witnessed the death of three workers as a massive hoarding collapsed during erection due to sudden gusts of wind and rain in June 2023. There have been similar cases of hoardings crashing during weather disruptions in Bengaluru and Pune. Amid this, leaders in the advertising and marketing (A&M) industry believe this unfortunate incident should serve as a wake-up call for authorities to dismantle illegal structures and conduct thorough structural audits of existing hoardings. Onus on authorities & media owners Atul Shrivastava , Group CEO, Laqshya Media Group emphasizes the need to curb illegal media proliferation by enforcing authorities' guidelines. He continues, Being short-term players, illegal media owners dont take adequate precautions. Each and every unit must adhere to local regulations and safety norms with the provision of regular audits. While OOH has much larger elements than just billboards, Shrivastava mentions that it is the responsibility of the media-owning company to adhere to safety standards to ensure the safety of structures. He highlights the rigorous process of ensuring safety in outdoor advertising. There is the complete process of Soil testing, structural engineer-approved drawing and design, material specification, proper maintenance, and structural audits at regular intervals. Digital billboards are definitely a different cult. They require much bigger investments so short-term players or illegal media owners dont enter this space. Ashish Bhasin , Founder, The Bhasin Consulting Group holds the vendor of the hoarding as well as the authorities responsible for the structure. In Mumbai city, you cannot put up hoardings unless they have all the requisite approvals, sanctions and regular check-ups from the authorities. Thus, the onus to ensure stability of structures and legality would rest with the vendor or the license holder and the relevant authorities from the Municipal bodies to railway authorities or private landowners, according to him. What should happen now? Prabhakar Mundkur, Brand & Leadership Consultant mentions three parties who are responsible for the incident. The owner of the property on which the hoarding stands, the media company that has erected the hoarding and the BMC which has jurisdiction over all properties in the city. The BMC must give a stability certificate for every hoarding. This is how the BMC owns the responsibility for every hoarding, Mundkur states and continues, I feel that if there is injury or death because of illegal construction of a hoarding all three parties are responsible. Mundkur also asserts that it is their job to lay down guidelines and ensure the safety of citizens and that hoardings are in consonance with the development plan of the city and are safe for the citizens of our city. The only way to ensure discipline in the country is to make sure that the penalties for breaking the law are so high that no one would dare to break the law. Naresh Gupta , Co- Founder & CSO, Bang In The Middle if of the opinion that the media owner takes full responsibility of legality of the outdoor site. Not only a hazard to the citizens of the country, illegal hoardings could cause trouble for brands advertising on the medium. With regard to this, Gupta states, The brands often ask about compliances, and it is expected that the media owner has all the clearances. This is also important as there is GST payable on the rental. Additionally, he suggests that brands should hold media owners accountable. I would think that all brands force the media owners to certain terms that binds them to pay damages to brands in case of mishaps or discovery of wrong doings. This is something that outdoor agencies should take up on an urgent basis. Consolidation of OOH sector & better investments The out-of-home advertising sector has typically been an unorganised sector in India. While this issue may not directly involve brands or out-of-home (OOH) agencies, Bhasin says that it is a wake-up call for authorities to dismantle illegal structures and conduct thorough structural audits of existing hoardings. Bhasin comments, Some of the biggest offenders often turn out to be political parties, particularly due to elections where they put up holdings and banners anywhere, that needs to stop. With better coordination between various authorities to maintain accountability, he hopes that over a period of time, consolidation will takes place with investments in good-quality structures since the medium has a huge potential. Bhasin also mentions, This incident could prompt positive change, where clear licensing processes and streamlined regulations could attract international companies, leading to greater transparency, consolidation, and higher quality standards in the industry. Following the incident, Chief Minister Eknath Shinde has promised INR 5 lakh to the families of each deceased victim and free treatment to all the injured provided by the government and has instructed the Mumbai Municipal Corporation to audit and remove all unauthorised and dangerous hoardings as soon as possible. Deputy Chief Minister Devendra Fadnavis has also asserted that there will be an investigation regarding the permissions involved and that strict action will be taken against them. The recent tragedy emphasises the urgent need for authorities to crack down on illegal hoardings and conduct thorough safety audits, as all the authorities involved share responsibility for the trouble caused to the citizens.

43% of Gen Z find ads ruin the gaming experience: Report

The ZBD Gen Z Gamer Study sheds light on the central role that video gaming plays in how 18-25 year olds play, socialise, express themselves and engage with brands and influencers. Based on a survey of over 2,000 Gen Z gamers in the US, the study is a deep dive exploration of what shapes Gen Z behavior, with invaluable insights for brands, advertisers, game developers and publishers. Its estimated Gen Z s spending power is upwards of $360bn in the US alone, with many more yet to age into adulthood. With a staggering 65% of respondents spending over three hours a day playing video games , and 72% saying they can be their authentic selves while playing online, gaming is a critical mainline artery to reach and meaningfully engage with Gen Z . The study indicates that, to do so , businesses may need to re-examine existing models and assumptions of identity, social interaction, entertainment and economy. Gen Z affinity for video gaming runs much deeper than having fun 43 % of Gen Z gamers say gaming is more about the social experience than the game itself. 72% feel they can be their authentic selves while playing online Just 55% of Gen Z gamers feel safe while gaming online, while a third (34%) say online gaming is too toxic for them Preferred genres and attitude towards ads The most popular gaming category is casual mobile, which typically monetizes through advertising 50% of Gen Z gamers say ads are a little annoying but that they dont mind them in free games 43 % say advertising in games is so disruptive it ruins the experience Almost three-quarters (74%) of Gen Z gamers would be more receptive to ads in games if they were paid some Bitcoin for their time Data privacy and decentralization 42% of Gen Z gamers say big gaming companies have too much data about them, with only 18% disagreeing 23% of Gen Z gamers own Bitcoin, and double that amount (47%) agree that Bitcoin is real money 51% said they would be interested if their favorite games started offering Bitcoin rewards whilst playing, 22% said they were not interested. Gen Z live (and work) to game 65% of those surveyed play video games for more than three hours every day, and 53% spend more than $20 per month on games . 54% have a gaming subscription, almost as many as have music subscription (65%) or video/ movie subscription (71%) 70% of those surveyed engage in some form of side hustle to make money, including social media content creation (29%), streaming (15%), and podcasting (7%). Dont underestimate the power of creators Gen Z are positive towards brand activations in games . A whopping 81% of Gen Z gamers have played or would play a video game from a non-gaming brand 67% would trust a brand more if influencers or creators they know engaged with it 80% agree that its important for influencers and content creators to be rewarded fairly for engaging with brands. Males prefer YouTube as their favorite platform for influencer engagement, while females favor TikTok Ben Cousens , Chief Strategy Officer at ZBD, commented, Gen Z is the first to grow up as digital-natives, meaning there are stark differences with any that came before. Things like subscriptions for digital entertainment services, which seem so new to over-30s, are already on their way to being as obsolete as the Sears catalog to Gen Z . Its imperative for games industry companies, consumer brands and advertisers to understand how to communicate and engage with the most technologically plugged-in generation in history, which demands authenticity and fairness above all. Corey Ellis-Johnson, 19,a Gen Z Marketing Advisor to brands, commented, Game developers need to understand Gen Z behaviors to enhance objectives within their game, and ultimately what appeals to them. Even refine based on heatmaps, and data - whether players are confused or show different behaviors to what is expected (pressing X instead of Y).Understanding the behaviors can allow developers to get higher retention since it's more suited towards Gen Z characteristics.

Microsoft's AI investments drive surge in greenhouse gas emissions

Microsoft's recent sustainability report reveals a concerning trend: despite its ambitious climate pledge in 2020 to become carbon negative by the end of the decade, the company's greenhouse gas emissions surged by approximately 30 percent in fiscal year 2023. This spike is attributed to the expanding energy demands of training and running AI models, a focus area for Microsoft as it strives to lead in artificial intelligence. The company's substantial investments in AI, including over USD 13 billion in OpenAI and features like Copilot for Microsoft 365, have intensified its carbon footprint. Data centers dedicated to AI training consume even more energy than traditional ones, exacerbating the environmental impact. Microsoft's plans to further expand these data centers to support its AI initiatives suggest that meeting its climate goals will become increasingly challenging. Despite initial optimism surrounding Microsoft's carbon-negative commitment, the reality is stark: its carbon dioxide emissions for the past fiscal year equaled the annual pollution output of entire nations like Haiti or Brunei. The conundrum facing tech giants like Microsoft underscores the complexities of balancing climate objectives with technological advancements, highlighting the urgent need for sustainable solutions in the AI industry.

Samsung takes a dig at Apple's 'Crush' Ad

Samsung, known for occasionally targeting Apple in its ads, released a 43-second spot on Wednesday that seems to serve as a follow-up to the Apple film that caused an uproar in the creative community last week. Created by BBH USA, the ad features a woman walking into a scene reminiscent of the Apple spot, with destroyed objects and a paint-splattered hydraulic press. She picks up a damaged guitar, sits down, and starts to play. The ad is titled 'UnCrush' which is a direct jab at Apple's original ad. We would never crush creativity. #UnCrush pic.twitter.com/qvlUqbRlnE Samsung Mobile US (@SamsungMobileUS) May 15, 2024 'Creativity cannot be crushed,' reads the onscreen line at the end a clear jab at the Apple ad. Directed by Zen Pace, the spot will run on social media. In Apple's original ad, the tech giant had intended 'Crush' to symbolize the creative potential packed inside the new iPad Pro. However, with concerns about the encroachment of AI, many perceived a more disturbing metaphor Big Tech crushing the history of human creativity. Many netizens noticed similarities to an LG ad from 2008, conceptualized by BBH London. After facing backlash from the audience, Apple apologized for being tone-deaf.

Netflix hits 40 million users for its ad-supported plans

Netflixs expansion into an ad-supported model is proving successful. At its 2024 upfront presentation, the streaming giant announced that its ad-supported tier now boasts 40 million monthly users globally. This is a significant increase from 23 million earlier in the year; it took six months for the ad-supported option to reach 5 million users after its 2022 launch. As of April, Netflix has a total of 270 million subscribers across all tiers. Additionally, in regions where ads are available, over 40 per cent of new users are choosing the ad-supported tier. To mark this milestone, Netflix revealed plans to launch an 'in-house advertising technology platform.' While Netflix initially partnered with Microsoft as its 'global advertising technology and sales partner,' it is now expanding its partnerships to include Google, The Trade Desk, and Magnite. This announcement coincides with Netflix's increased focus on live events. The company has secured the streaming rights for NFL games on Christmas Day, adding to its lineup of live comedy specials and upcoming events such as a boxing match between Jake Paul and Mike Tyson and weekly WWE broadcasts. This shift towards live programming comes as Netflix and its competitors increasingly mimic the cable TV model of the past, with price hikes and bundled offerings.

Inside the marketing of Bridgerton Season 3

Dear gentle readers, the ton has gathered once again to celebrate one of the most eagerly anticipated seasons of Netflixs Bridgerton. After a hiatus of nearly two years, the period drama produced by Shonda Rhimes under her 'Shondaland' banner is set to grace the streaming service on 16 May. Based on Julia Quinns book series, the third season of this OTT adaptation will follow the captivating tale of Colin and Penelope. Much like its preceding seasons, fans are predicting it will be a resounding success. The show's first season debuted in 2020, followed by the second in 2022. Bridgerton has become quite the sensation, with both seasons charting at number 4 and number 9 in the top Most Popular TV (English) shows on Netflix. When a series that has topped the charts and garnered a vast fan following returns after two years, it is only natural that the creators would go to great lengths to market it to its audience. From rewatch parties and international sneak peek releases to several brand collaborations, the makers have truly gone all out. Let us take a closer look at how the makers of Bridgerton marketed Season 3. 2 years in the making In March 2022, Season 2 debuted on the OTT platform, drawing viewers into its captivating story. Not long after, in May 2022, Netflix revealed that Season 3 would focus on the story of Penelope Featherington and Colin Bridgerton. View this post on Instagram A post shared by Bridgerton (@bridgertonnetflix) In December of the same year, the showmakers shared an intriguing update that Season 3 would be split into two parts. Alongside this news, they unveiled a subtle Easter egg for book readersan image of Penelope reflected in a mirror. View this post on Instagram A post shared by Netflix US (@netflix) The first glimpse of Bridgerton Season 3 was revealed at TUDUM 2023: A Netflix Global Fan Event in Brazil, held in June 2023. Nicola Coughlan who plays Penelope Federington, the central character of Season 3 unveiled the first look at the event. (starts at 28:10) On Valentine's Day 2024, the creators unveiled the titles of all eight episodes of the season. View this post on Instagram A post shared by Bridgerton (@bridgertonnetflix) Regency rewatch The official Instagram handle of 'The Bridgerton' recently utilised its broadcast channel to engage with viewers, offering an exclusive behind-the-scenes look at the making of Season 2. This channel became a treasure trove of exclusive content, sharing behind-the-scenes images and videos of the cast, along with diverting anecdotes about the characters and their real-life counterparts. Over the course of a week, the channel consistently shared content from the previous season along with teasers for the upcoming one. One of the pieces shared by the makers read Luke Newton says it was quite interesting exploring this storyline for Colin it also meant he was off doing his own thing with very little idea of what was happening in the rest of the Ton Another one read Nicola found out that Penelope was Lady Whistledown in an unexpected and strange way, having done so while perusing a fan forum to absorb as much information about Penelope as possible once cast. One could imagine that it was quite the shock to find out in such a way. The broadcast channel, designed to build excitement for the latest season, saw significant engagement. Each post received close to 4K reactions, and the channel has amassed 119K members to date. A Bridgerton collaboration To align with the show's central theme of the marriage season and its focus on weddings, the creators of 'Bridgerton' partnered with Allure Bridals to launch a special Bridgerton edition bridal collection. View this post on Instagram A post shared by Allure Bridals (@allurebridals) This collection is brimming with Bridgerton Easter eggs, drawing inspiration from both the books and the series. One of the dresses is even modelled after the titular family's home from the books. Many designs pay homage to beloved characters from the show. Each dress also features a 'bee' charm, a nod to the significant motif from Season 2. Apart from this, the showmakers also collaborated with a few other brands that fit the theme of the show. Maison Ladure, a French patisserie released a Bridgerton-inspired collection of macarons and patisseries, available at selected Ladure flagships and online. View this post on Instagram A post shared by Official Maison Laduree UK (@ladureeuk) Kiko Milano debuted a limited edition beauty collection inspired by Bridgerton, with face, eye, and lip products available worldwide. Williams Sonoma launched a Bridgerton-themed tea set and home decor. View this post on Instagram A post shared by Williams Sonoma (@williamssonoma) Bath & Body Works' collaboration saw Bridgerton-inspired home fragrances and more. View this post on Instagram A post shared by Bridgerton (@bridgertonnetflix) Risqu, a nail polish brand from Brazil collaborated with the show to release a collection of eight metallic colours inspired by the series. View this post on Instagram A post shared by Risqu (@risqueoficial) A regency viewing of the sets To provide viewers with an inside look at the stunning sets of the period drama, the makers partnered with Architectural Digest. In a special episode, viewers were treated to a behind-the-scenes tour led by production designer Alison Gartshore. Throughout the episode, Gartshore shared fascinating details about Kate and Anthonys new apartment, along with the previously unseen Cowper residence. She broke down the ingenious and intricate work that goes into creating the grandiose Bridgerton sets. An international voyage Amid its global acclaim, 'Bridgerton' sought to foster deeper connections with fans worldwide through a special 10-city world tour. The entire cast embarked on separate journeys, visiting different corners of the globe to meet fans and share memorable moments. Across continents, the tour made stops in Amsterdam, Netherlands; Bowral, Australia; Dublin, Ireland; Johannesburg, South Africa; London, UK; New York, US; Rio de Janeiro, Brazil; Toronto, Canada; Verona, Italy; and Warsaw, Poland, leaving a lasting impact on fans everywhere. View this post on Instagram A post shared by Bridgerton (@bridgertonnetflix) A sneak peek into characters As the release dates approached, the official social media profiles started sharing sneak peeks into each character's charms and more. Fans were treated to glimpses of the characters' personalities and storylines, building anticipation for the new season. View this post on Instagram A post shared by Bridgerton (@bridgertonnetflix) View this post on Instagram A post shared by Bridgerton (@bridgertonnetflix) View this post on Instagram A post shared by Bridgerton (@bridgertonnetflix) View this post on Instagram A post shared by Bridgerton (@bridgertonnetflix) View this post on Instagram A post shared by Bridgerton (@bridgertonnetflix) View this post on Instagram A post shared by Bridgerton (@bridgertonnetflix) In the final buildup to the show's release, Netflix added to the excitement by unveiling the first five minutes of Episode 1 from Season 3 just two days before the premiere. As the curtains rise on Season 3 of 'Bridgerton', the anticipation reaches its peak, fueled by a myriad of captivating marketing strategies and creative collaborations. With eager anticipation, viewers await another memorable season, where love, mystery, and romance unfold against the backdrop of Regency London's elegance.

Meta's Facebook and Instagram experience worldwide outage

Meta's Facebook and Instagram apps suffered a global outage on Wednesday (May 15), as reported by Downdetector, a site that tracks such incidents. In March of this year, Meta faced technical glitches causing login disruptions for many Facebook and Instagram users. Downdetector recorded over 18,000 complaints about accessing Instagram, with 59 percent reporting app access issues, 34 percent facing server connection problems, and seven percent unable to log in. NetBlocks, an internet monitoring group, also confirmed 'international outages' for the two platforms. Instagram users specifically encountered login troubles, with 66 percent of 600 reports citing app-related issues and 26 percent unable to access the web version. Frustrated users turned to Twitter, using hashtags like #FacebookDown and #InstagramDown to share their experiences of slow loading or complete unresponsiveness.

Bumble issues an apology following backlash against its anti-celibacy ad

In response to a series of ads criticized for allegedly shaming women who choose to not be sexually active, Bumble has issued an apology. The campaign, featuring messages like 'A vow of celibacy is not the answer' and 'Thou shalt not give up on dating and become a nun,' drew widespread condemnation. Netizens took to social media to express their disappointment and frustration, bashing Bumble for its misstep and calling them out for accountability. While Bumble explained that the ads were meant to add humour to the frustrations of modern dating, critics argued that they were in poor taste and contradicted the company's goal of empowering women. The company acknowledged the grievances and pledged to remove the adverts, which began appearing on billboards in the US the previous month. In a statement shared on social media, Bumble admitted fault, expressing regret for the harm caused and reaffirming its commitment to championing women and marginalized communities' right to personal choice. View this post on Instagram A post shared by Bumble (@bumble) As part of its apology, Bumble announced plans to allocate the advertising space to organizations like the National Domestic Violence Hotline and to make financial donations. Established in 2014 and publicly listed in 2021, Bumble has faced challenges, particularly regarding its appeal to younger demographics. The company, which also operates Badoo, has witnessed a decline in its stock value since its IPO. In February, it disclosed intentions to reduce its workforce by 30%, equating to roughly 350 employees.

51% Gen Z & 54% millennials embrace GenAI in the workplace to free up time for creativity: Deloitte survey

Deloittes 2024 Gen Z and Millennial Survey explores how Gen Zs and millennials perceive the transformations occurring in the world around them. The survey delves into how the workplace experiences have evolved for these generations. While work-life balance flexibility is critical, having a sense of purpose at work is central to overall job satisfaction and well-being. The report further adds to how Gen Zs and millennials continue to make lifestyle and career decisions based on their values. The 13th edition of the survey gathers insights from more than 22,800 Gen Z and millennial respondents across 44 countries. The report underscores continuing concerns about the environment and work-life balance. It also examines the shifting career decisions and behaviour of Gen Zs and millennials to drive climate action on both professional and personal fronts. Millennials and Gen Zs are an integral part of every business today. They are the agents of change and contribute significantly to shaping the future of work. More than half of the respondents are excited about GenAI and believe that this new technology will positively impact their work-life balance, allowing more time for creative and strategic work, says Deepti Sagar , Chief People and Experience Officer, Deloitte India. However, environmental concerns remain high among these respondents. They are more inclined than the global average to urge their employers to take climate action and be willing to pay more for sustainable products and services. Gen Zs and millennials are excited about GenAI Gen Zs and millennials believe GenAI will have a positive impact on their work-life balance and how they work. More than half of the Gen Zs (51 per cent) and millennials (54 per cent) frequently use GenAI at work and strongly feel that it will free up their time for creative and strategic work. However, they are equally convinced that they will need to reskill and GenAI will influence their career decisions and cause some job loss. The survey also highlights how women are more upbeat about GenAI and slightly more comfortable working with it than men. Both generations across genders are expected to seek training around GenAI. In addition, 8 in every 10 Gen Z (81 percent) and millennial (88 percent) respondents feel that their employers are providing sufficient training on the capabilities, benefits and value of GenAI. Environmental sustainability needs to be addressed at various levels Climate change is a major concern for Gen Zs and millennials. More than 80 percent of both groups say that they felt anxious about the environment in the past month and feel that governments can push businesses to take climate-positive actions. Simultaneously, both generations are more likely than the global average to urge their employers towards sustainable initiatives. Today, more than 40 percent of respondents are doing thorough research about companies environmental impact before accepting a job offer. Indian millennials and Gen Zs are more aware of the environmental effects of their consumption behaviour and their association with companies. More than 30 percent of Gen Z and millennials have ended or reduced their relationship with an organisation because their products and services affect the environment. Both generations are equally concerned about climate change, with 84 percent of Gen Zs and 90 percent of millennials actively trying to minimise their impact on the environment. Respondents are taking several initiatives, such as avoiding fast fashion, reducing air travel, eating a vegetarian or vegan diet, purchasing an electric vehicle, and paying a premium for sustainable products and services, to reduce environmental impact. Both millennials and Gen Zs are increasingly becoming conscious of environmental sustainability and rethinking their personal and professional relationships with brands and organisations. Keeping this consciousness in mind, businesses should incorporate eco-friendly practices into every operation and display their commitment towards environmental sustainability to gain a competitive advantage, says Deepti. Sense of purpose is key to job satisfaction Purpose is key to workplace satisfaction and well-being, according to 86 percent of Gen Zs and 96 percent of millennials. These generations are willing to reject assignments and employers based on their ethics or beliefsmore than two-thirds of Gen Zs (69 percent) and millennials (67 percent) have rejected assignments. The same number of Gen Zs (64 percent) and more than half of millennials (57 percent) have rejected employers. Gen Zs and millennials have high expectations from businesses addressing social inequality issues related toenvironment protection, inclusive employment opportunities, equal pay, mentorship, educational programmes, etc. Mixed feelings about return-to-office policies The ideal working arrangement has been a topic of debate since the onset of the pandemic. The past year has seen a continued shift towards more on-site work, with more than two-thirds of respondents returning to work. Employers recently implemented a return-to-office mandate, either bringing people back fully on-site or moving to a hybrid model. These changes have yielded mixed results as both generations are more likely than the global average to prefer the hybrid work model, with Gen Zs more inclined towards remote working. While Gen Zs in India would prefer to see their colleagues with them, they feel that return-to-office policies increased their financial burden (commutation and accommodation costs). However, one of the top two reasons cited by Gen Zs (21 percent) for leaving an organisation, along with a lack of growth opportunities, is not being able to physically interact with their colleagues. Stress levels remain high despite a dip Stress levels and mental health continue to be another concern. There are some signs of improvement this year with two-thirds of Gen Zs (64 percent) and more than three-fourths of millennials (76 percent) rating their mental health as good or extremely good. And up to 4 in 10 millennials (40 percent) and Gen Zs (48 percent) say they feel stressed all or most of the time (down from 45 percent and 53 percent in 2023). Apart from work, respondents emphasize their finances and the health and welfare of their family as other top stress drivers. Employers have made progress in addressing mental health concerns in the workplace. Today, they are openly talking about mental health. More than 8 of 10 millennials (85 percent) feel comfortable openly speaking to their managers about feeling stressed or facing other mental health challenges. More than 7 of 10 Gen Zs (71 percent) and millennials (77 percent) believe that their employers are prioritising mental health at the workplace. Gen Zs and millennials are confident of improved economic and social outlook Millennials are feeling more optimistic about the overall economic, financial, and social outlook compared with their global counterparts. This sentiment is boosted by Indias sustained economic growth amid a global slowdown. Two-thirds of millennials (65 percent) and more than half of the Gen Zs (58 percent) expect the countrys economic outlook to improve in the next one year. It is a significantly better situation compared with the previous year, as more Gen Zs (62 percent) and millennials (64 percent) are now confident of their financial situation. Employers must focus on creating a purpose-driven workplace Companies must harness the power of purpose, leading to increased employee engagement, a strong sense of belonging, and therefore, high employee retention. Those working with companies with a clear sense of purpose will feel more invested in their role in the organisation and can dedicate more time and energy to their work. You can view the full report down below:

toothsis latest brand film features a humorous take on wearing visible braces

toothsis latest brand film #AbBracesGaayabAapNahi has captivated audiences around the country with its humour, innovation, and message of confidence. Launched on Friday, May 10th, the 75-second digital film has taken the internet by storm, amassing 12.2 million views on Instagram within just 48 hours of going live. Leading up to the launch, toothsi teased audiences with mysterious social media posts about people disappearing from boardrooms, birthday parties, and even weddings, generating intrigue and anticipation among viewers. The concept behind the film stems from two months of in-depth consumer research, revealing a compelling insight into how individuals often feel overlooked when wearing visible braces. This inspired us to offer a light-hearted take, emphasizing the importance of choosing a discreet and effective alternativetoothsi invisible aligners, said Dr. Arpi Mehta Shah , Co-Founder & CEO, toothsi. Our aim is not only to address the necessity for affordable and accessible teeth straightening solutions, but also the emotional aspect of empowering individuals and boosting their confidence. When we saw the completed film for the first time, we knew this was it!

Google announces its latest AI updates

Late last year, Google launched its first natively multimodal model, Gemini 1.0, in three sizes: Ultra, Pro, and Nano. Just a few months later, the release of 1.5 Pro followed, featuring enhanced performance. This inspired further innovation, leading to the introduction of Gemini 1.5 Flash, a lighter-weight model than 1.5 Pro, designed to be fast and efficient to serve at scale. The company on Tuesday hosted its annual I/O developer conference, and rolled out its latest artificial intelligence products, from search and chat features to AI assistants. Here's a look at the developments. Gemini 1.5 Flash Beginning with the 1.5 Flash, it is the newest addition to the Gemini model family and the fastest Gemini model served in the API. Its optimized for high-volume, high-frequency tasks at scale, is more cost-efficient to serve, and features a breakthrough long context window. The 1.5 Flash excels at summarization, chat applications, image and video captioning, data extraction from long documents and tables, and more. Over the last few months, significant improvements have been made to 1.5 Pro, the best model for general performance across a wide range of tasks. The 1.5 Pro can now follow increasingly complex and nuanced instructions, including ones that specify product-level behaviour involving role, format, and style. Moving further, the Gemini Nano is expanding beyond text-only inputs to include images as well. Starting with Pixel, applications using Gemini Nano with Multimodality will be able to understand the world the way people do not just through text, but also through sight, sound, and spoken language. Read more about Gemini 1.0 Nano on Android. Project Astra As part of Google DeepMinds mission to build AI responsibly to benefit humanity, progress is being shared in building the future of AI assistants with Project Astra (advanced seeing and talking responsive agent). To be truly useful, an agent needs to understand and respond to the complex and dynamic world just like people do and take in and remember what it sees and hears to understand the context and take action. It also needs to be proactive, teachable, and personal, allowing users to talk to it naturally and without lag or delay. Gemini for Workspace Moving further, since people are always searching their emails in Gmail, Google is working to make it much more powerful with Gemini. So for example, as a parent, you want to stay informed about everything thats going on with your childs school. Gemini can help you keep up. While incredible progress has been made in developing AI systems that can understand multimodal information, achieving conversational response time remains a difficult engineering challenge. Over the past few years, efforts have been made to improve how models perceive, reason, and converse to make the pace and quality of interaction feel more natural. Gemini for Android With billions of Android users worldwide, they are excited to integrate Gemini more deeply into the user experience. As a new AI assistant, Gemini is there to help users anytime, anywhere. They have incorporated Gemini models into Android, including their latest on-device model: Gemini Nano with Multimodality, which processes text, images, audio, and speech to unlock new experiences while keeping information private on the device. Google Search One of Google's greatest areas of investment and innovation is in their founding product, search. Twenty-five years ago, they created search to help people make sense of the waves of information moving online. On mobile, they unlocked new types of questions and answers by using better context, location awareness, and real-time information. With advances in natural language understanding and computer vision, they enabled new ways to searchwhether using a voice, or a hum to find a new favourite song or an image of a flower seen on a walk. Now, users can even Circle to Search for those cool new shoes they might want to buy, with the reassurance of easy returns. Of course, search in the Gemini Era will take this to a whole new level, combining its infrastructure strengths, the latest AI capabilities, its high bar for information quality, and its decades of experience connecting users to the richness of the web. The result is a product that does the work for the user. Google Search is generative AI at the scale of human curiosity, marking the most exciting chapter of Search yet. Audio Outputs Audio Overviews in NotebookLM provide progress updates by utilizing Gemini 1.5 Pro to analyze source materials and create a tailored, interactive audio dialogue. This highlights the potential of multimodality. Shortly, users will have the capability to combine various input and output methods. This represents an I/O system tailored for a new generation. But what if there were opportunities to push these boundaries even further? Google Photos One example is Google Photos, which they launched almost nine years ago. Since then, users have utilized it to organize their most cherished memories, resulting in more than 6 billion photos and videos uploaded every single day. People adore using Photos to search across their life, and with Gemini, they are making that process much simpler. For instance, imagine someone is at a parking station but can't recall their license plate number. Previously, they would have to search Photos for keywords and sift through years' worth of photos to find license plates. Now, they can simply ask Photos. The platform recognizes frequently appearing cars, determines which one is theirs, and provides the license plate number.

Unveiling the 'Tech & Trends' edition of The Pulse magazine

AI has become indispensable across various industries, and the Advertising and Marketing (A&M) industry advertising is no exception. From crafting targeted campaigns to redefining internal workflows, AI has seamlessly woven itself into the fabric of this industry. As Artificial Empathy gains traction, discussions around the rights of AI-driven ideas emerge, prompting agencies to ponder what it means to be AI-centric. This raises a broader question within the industry: how can we invest in AI effectively, striking the right balance between too little and too much? In today's fast-paced environment, staying ahead of the curve is essential for success. With technology driving innovation, The Pulse magazine presents its latest edition: Tech & Trends . Explore the latest advancements shaping the advertising and marketing landscape. Our first edition of The Pulse aimed to capture the beating heart of the industry during the festive season and featured ad maestro Piyush Pandey on the cover as he revisited memories and unveiled the roots of some of his most iconic festive campaigns. As we delve into the latest trends in the A&M industry with the latest 'Tech & Trends' edition, it's only fair to spotlight one of the most influential people in media. Front and center, we delve into the captivating journey of Sam Balsara , the Chairman of Madison World. From his humble beginnings to his pivotal role in shaping the marketing sphere, Balsara shares intimate anecdotes, reflecting on his transition from Bangalore to Mumbai and the pivotal moments that sculpted his career. He holds firm to the belief that 'It is possible, a conviction thathas pushed himto chase bigger dreamsafter every milestone and offered comfortduring setbacks. Balsara revealed that he had held four jobs, each lasting four years, with two in marketing and two in advertising, before launching Madison. Through his journey, he has realised that there are multiple approaches to building an agency contingent upon individual circumstances and available resources. Theres no one-size-fits-all approach; it varies depending on the context. His insights not only offer a glimpse into the past but also illuminate the path forward for aspiring marketers. Turning the spotlight onto contemporary marketing marvels, we sit down with Mayur Hola , the visionary mind behind Swiggy's marketing strategies. In an exclusive interview, Hola imparts lessons, providing a roadmap for navigating the dynamics of modern marketing. But it doesn't end there. Our 'Tech & Trends' edition goes beyond personalities to explore the very heartbeat of the A&M market. Diving into the realm of artificial intelligence, we dissect its past, present, and future implications in marketing. From the transformative power of AI-driven insights to the nuanced complexities of implementation, our in-depth pieces leave no stone unturned, offering readers a comprehensive understanding of the technological revolution reshaping the industry. Experts: George Kovoor , CCO, Wavemaker India Harshil Karia , Founder, Schbang Rishi Sen , SVP - Business, Strategy & Founding Partner, DO Udit Malhotra , Head of Marketing, MG Motors India Moving ahead, in a guest column penned by Rahul Tekwani , Founder and Managing Partner of Ground Zero Consulting emphasises the urgent need to address the challenges posed by human-induced disruptions to Earths natural processes and highlights AIs potential to accelerate sustainability responses across complex environmental, economic, and social systems. The integration of AI into the advertising industry has led to shifts in budgeting practices, with agencies investing strategically in AI tools to enhance efficiency and productivity. Experts share their insightful opinions on how AI affect the budgeting of an agency. Experts: Sanjeev Jasani , COO, Cheil India Rashi Agarwal , Founder, Megalodon Siddharth Devnani , Co-founder & Director, SoCheers Himanshu Arora , Co-founder, Social Panga Last year, AI took over the world of marketing and for Diwali, Coca-Cola wanted to personalise the wishing experience for consumers worldwide. To do so, the brand created a site for consumers where they could send customised Diwali wishes using Open AIs DALL-E and GPT-4 models. The campaign which was a fusion of creativity and technology, garnered 557k+ engagements. The latest edition of The Pulse magazine takes a deep dive into the campaign. In the dynamic world of digital marketing, virtual influencers have emerged as a captivating phenomenon, captivating both brands and consumers alike. These AI-powered personas are redefining celebrity status and reshaping the dynamics of influencer marketing. In a brief chat with the creator of Kyra, India's first virtual influencer, Himanshu Goel delves into the trends, challenges, and opportunities surrounding virtual influencers, examining their impact on marketing strategies, audience engagement, and the evolving digital landscape. Digital celebrities are becoming the new norm. Gone are the days when ads were plastered with big names and glamorous faces of Bollywood. 'Decoding Digital Celebrities ' explores the evolving landscape of the creator economy and uncovers how the rise of digital celebrities has reshaped consumer preferences and brand collaboration. Experts: Tusharr Kumar , COO, OML Entertainment Viraj Sheth , Co-founder & CEO, Monk Entertainment Harpreet Kaur Saini , Head of Marketing, Freakins In another insightful feature, agency heads discuss the evolving agency landscape in India, understanding what the organizations are doing to stay relevant and relatable. Experts: Rahul Mathew, CCO, DDB Mudra Harsha Razdan , CEO - South Asia, dentsu Harshil Karia , Founder, Schbang Rohan Mukherjee , Co-founder, byooooob Furthermore, in a guest column shared by Shashwat Das of Almond Branding titled 'Unwrapping the Gen Z code', he emphasises the need for visually appealing packaging that tells a story and gives tips on how to build brand connections and engage with Gen Z through packaging design. As the pulse of the industry, The Pulse magazine remains committed to delivering unparalleled insights, and our 'Tech & Trends' edition stands as a testament to our dedication. Join us as we embark on a journey of discovery, where the intersection of technology and marketing yields boundless opportunities for those bold enough to embrace change. Download your copy here .

Sonic & beyond: Optimising audio marketing

Sonic identities leverage the influence that sound has on the human psyche and approach sound through a strategic lens to create a comprehensive sonic identity system. This system empowers brands to express their distinctive personalities, emotions, and essences through sound, thereby elevating brand awareness and forging emotional connections with consumers. BrandMusiq uses the science of sound and the art of music to create sonic identities. In my view, the current focus on sonic branding is just the beginning, and an increasing number of marketers are recognizing the profound impact and added dimension that sound brings to their brands. Sonic branding is as old as humans developed sound itself. This is why even an untrained ear has a natural response to music- pleasant or alarming. Just like designing a visual identity requires strategic thinking that goes beyond designing just the logo, there is a larger brand persona that is expressed though the other pillars of a visual identity like the font, the brand colors, the graphic etc - creating a sonic identity also requires strategic thinking on how the brand can be expressed through sound. In general terms, audio branding, or sonic branding, is a marketing strategy centered on using sound and music to establish a distinct and memorable brand identity. At BrandMusiq we approach the creating a brand sound through a strategic lens. This involves creating and deploying unique sound elements like music logos (MOGOs), soundscapes (MOGOSCAPE), jingles, and other auditory assets to boost brand recognition and evoke specific emotions that can help in building a deeper and meaningful connection with all stakeholders. As 2024 progresses, more brands are starting to recognise and use sonic branding as a creative and smart way to break through visual clutter and connect with their consumers. Studies have shown music influences customer decisions and can increase or decrease a person's willingness to engage with a brand by upto 86%*. A recent report from Advertising Week states that when added to broadcast advertising, a sonic logo can boost brand recall and appeal with recent results showing a lift by nearly 40%. As per IPSOS 2020 report, ads containing sonic brand cues tested 8.53 times more effective than those with only visual assets. Similar to any developing marketing approach, there lie both challenges and opportunities on the horizon. For example there are approximately 4 billion voice-enabled devices in use as of 2023. Given the focus of a marketing plan has been to maximise the opportunity to see it is now equally important to evaluate opportunities to hear . The spectrum of possibilities includes the brand sound being able to integrate at various earpoints (audio touchpoints) like retail outlets, showrooms, social media communication, brand TVCs, playlists, artist activations, employee branding and many more. Similar to the importance of visual branding, establishing a distinctive audio brand allows your audience to associate specific sounds with your brand. According to recent research, there has been a 30% upswing in user engagement when brands integrate personalised sonic elements. For marketers who are find it challenging to create consumer engagement, differentiation and recall, Sonic branding can be leveraged to address these challenges. The average consumer attention span is 8 seconds, Brands need to make their content count. The average person is estimated to be bombarded with between 6,000 to 10,000 ads daily, but the human ear is 20X faster than the eye, at Brandmusiq we believe the quickest way to your customers heart is through the ears In 2024, the optimization of audio marketing extends beyond merely catchy tunes; it involves crafting immersive, personalised, and unforgettable sonic experiences. Its is a misconception that Sonic branding or audio branding is most relevant for brands that rely heavily on television . Zomato for instance uses their sonic identity to punctuate the riders journey. HDFC bank was one of the 1st brands to integrate their Sonic identity into their ATMS as a successful transaction notification, Air India Express have created versions of the sonic identity for the inflight music, IVR hold tune and even on their chat bot Tia. Creating the sonic identity for the global tech giant Infosys marks one of the first instances of a B2B company establishing a sonic identity. So the opportunities are growing so are the earpoints for them to be heard. The fact is that that brands should start viewing sonic branding not just as a nice-to-have but a must have Brands, armed with these insights into trend of sonic branding can confidently navigate this auditory landscape, ensuring their presence is unmistakably resonant in the ears of their consumers. . Going forward, we see brands investing in the creation of sonic engagements, sonic activation and sonic experiences which bring alive the sonic identity and forge deeper brand connections. This article is penned by Rajeev Raja , Founder, BrandMusiq. Disclaimer: The article features the opinion of the author and does not necessarily reflect the stance of the publication.

Nannette LaFond-Dufour joins Publicis Groupe as Chief Impact Officer

Publicis Groupe today announced the appointment of Nannette LaFond-Dufour as Chief Impact Officer. In this newly created global role, LaFond-Dufour will be responsible for driving immediate impact across the agencys long-term ESG commitments. A leading industry figure over the course of her 30-year career, Nannette joins Publicis from McCann Worldgroup where she was Chief Client Officer and McCanns inaugural Chief Sustainability Officer, responsible for driving sustainability goals across its global environmental footprint. She will head a centralized team in cultivating and partnering with the Groupes ESG community around the world. Together, they will design and deploy a consistent strategy on impact, with clear and measurable KPIs, to enhance and expand Publicis existing initiatives and implement new ones, at the service of its teams and its clients. LaFond-Dufour will join the agencys Management Committee and report directly to Arthur Sadoun, Chairman & CEO. She will work hand in hand with Agathe Bousquet, President of Publicis France and Directoire+ sponsor for ESG. With the Directoire+ we are delighted to welcome Nannette to the Groupe said Arthur Sadoun. Thanks to our transformation, we have been outperforming the industry on every business and financial KPI for the past four years. But we know that for our growth to be truly sustainable, on every front, it also needs to be responsible. Thats why we have also worked to lead the way through our best-in-class ESG initiatives. With Nannette on board and her proven expertise in delivering impactful change with some of the worlds biggest companies, we are confident we can take our ESG agenda even further, faster, for the good of our people, our clients, and our planet. I deeply admire the work that Publicis has done to transform itself, demonstrating both the ability to anticipate the future and do the hard work required to prepare for it through tangible environmental and societal commitments. At this moment when evolution is the mandate on every front, I look forward to joining such a visionary, courageous and agile team added Nannette LaFond-Dufour.

Adobe to offer datacentre infrastructure for its experience platforms in India

Adobe announced that Adobe Experience platform-based applications will be available for enterprise customers via an India datacentre later in the year. This will deliver on local data residency requirements and improve performance through lower latency. The data centre will allow Indian enterprises to access Adobe Experience Platform-based applications including A dobe Real-Time Customer Data Platform, Adobe Journey Optimizer , and Adobe Customer Journey Analytics , enabling real-time personalised customer experiences at scale. Adobe's product innovations help brands with data management in the age of generative AI, creating a foundation to activate insights and deliver true personalization at scale. This is anchored in Adobe Experience Platform which enables brands to activate customer data across various enterprise systems, through an integrated set of applications. Generative AI is driving a foundational shift in the relationship between brands and their customers in India, marking this as the era for businesses to drive profitable growth while delivering new digital experiences, said Prativa Mohapatra , Vice President & Managing Director, of Adobe India. Delivering personalised customer experiences, or Customer Experience Management, is central to the goals of enterprises. With that, weve seen increasing demand for Adobe Experience Platform-based applications from customers across banking financial services insurance, telecom, manufacturing, and retail. We are excited to meet their hyper-growth requirements with the availability of Adobe Experience Platform-based applications, hosted via an India-based datacentre.

Waaree Energies Limited appoints Carat India as its media partner

Carat, the media agency from dentsu India, has been awarded the television media mandate for Waaree Energies Limited, a manufacturer of solar PV modules. As per the mandate, Carat will oversee the brand's television media across India exclusively. It will also support in strategizing and planning other traditional media and buying for print, radio, and digital. Furthermore, OOH (Out-of-home) will be executed by Posterscope, the OOH specialist agency from dentsu India. Carat aims to enhance the brand's visibility across diverse media channels through its data-driven capabilities. The agency is poised to develop innovative campaigns that resonate with the target audience and aims to solidify Waaree Energies Limited's position as a renewable energy brand in the market. The collaboration between Waaree Energies Limited and Carat exemplifies dentsu's dedication to advancing sustainability. They believe that this collaboration will underscore the network's commitment to fostering environmentally conscious solutions and driving positive change toward a more sustainable future. According to Nilesh Malani , Chief Marketing Officer of Waaree Energies Limited, Selection of Carat as our media partner is a choice intended to amplify our brand's impact and to contribute towards promotion of sustainable advancements in India. We have confidence in Carat India's ability to create imaginative and visually appealing campaigns that will help us connect with our target audience, thereby reinforcing our commitment to expediting the clean energy transition in India and facilitating positive transformations for a more environmentally friendly future. Commenting on the partnership, Anita Kotwani , CEO, of Media, South Asia, dentsu, said, It is an absolute privilege and honour to join hands with Waaree Energies Limited and contribute to their growth journey in India. This partnership marks a pivotal moment, where our expertise and dedication merge with Waaree Energies Limiteds vision and ambition. Together, we believe that we are poised to achieve milestones and drive growth, emphasizing our commitment to delivering quality in every aspect of our collaboration. Sanchayeeta Verma , CEO, of Carat India, expressed enthusiasm, stating, Waaree Energies Limited is one of Indias largest manufacturer of solar PV modules and a global player. We believe that it has an important role towards Indias net zero goals. At Carat, we are deeply committed to this as it is a vital priority in dentsus Business to Business to Society B2B2S goals. Moreover, we believe that our expertise will be pivotal in realizing Waaree Energies Limited's vision: delivering cost-effective sustainable energy solutions across the market. We are extremely delighted to come on board as Partners on Record of Waaree Energies Limited.

Case Study: How Amul showcased women dairy farmers' stories via hydrographic printing, gaining 1.9Mn views

To celebrate the unsung heroes of rural India, Amul r ecently unveiled 'Floating Stories', a campaign designed to reach a wide audience across India, spanning rural and urban areas. Using an interactive exhibition featuring photo stories of women dairy farmers, the campaign reached 1.9 million views on Twitter. Here's a detailed case study on the campaign. Category Introduction India proudly holds the title of the world's leading milk producer, with Amul playing a significant role in shaping the dynamics of the industry. It tops the global chart, accounting for 24.64% of the worldwide milk production in the fiscal year 2021-22. The Indian Dairy Market, currently valued at an estimated 26.11 billion USD in 2024, is projected to escalate to 35.96 billion USD by 2029, exhibiting a Compound Annual Growth Rate (CAGR) of 6.61% during the forecast period (2024-2029). This sector is a cornerstone of the Indian economy, underpinned by an extensive network of dairy cooperatives that positively impact millions of farmers' livelihoods. Given the increasing demand for dairy products, the sector is well-positioned for continued growth in the foreseeable future. Brand Introduction Renowned as the Gujarat Cooperative Milk Marketing Federation (GCMMF), Amul is a dairy cooperative that has its roots firmly planted in India. The cooperative operates on a unique model where millions of farmers double as shareholders, thereby collectively owning the organization. Summary Conceptualized by FCB Ulka, 'Floating Stories' is an innovative campaign by Amul that applauds the tenacity and triumphs of women dairy farmers in rural India. 'Floating Stories' is a pioneering exhibition of photostories, uniquely printed on milk, that depict the financial and social success of these Amul women dairy farmers. This inventive approach serves as a touching testament to the fact that just as these women have infused life into milk, the milk now reciprocally breathes life into their stories. It's a holistic homage, demonstrating how their narratives can inspire and empower others. The campaign weaves a captivating tapestry of hydrographic printing and interactive storytelling. It encourages viewers to pour a few spoonfuls of milk into water-filled troughs, triggering a kaleidoscope of visuals and emotions. As the milk mingles with water, monochromatic portraits of women dairy farmers spring to life, lighting the way towards progress and potential. Objective The primary objective of the campaign is to ignite hope and aspiration among millions of women across India. Highlight the transformative power of every drop of milk, symbolizing stories of empowerment and progress. Reinforce the importance of gender equality, empowerment, and inclusive growth. Brief Amul's brief to FCB Ulka was to celebrate and spread the true and inspiring stories of Amul's women dairy farmers, who are also co-owners of India's largest dairy brand, and to spread these stories of hope among Indian women in order to motivate and inspire them as well. Creative Idea The creative idea behind Amuls Floating Stories Campaign was to share Inspiring true stories of financially and socially successful Amul-female-dairy-farmer which have the power to motivate and change the lives of underprivileged women told through a unique, first-time-ever, novel manner, by printing these photo-stories on milk for the viewer to see liquified photo-portraits (and read each success story alongside) In order to grab the attention of Indian women and be inspired. Challenges Team FCB Ulka took their time to perfect t he execution. It was a meticulous endeavour, aiming to achieve the perfect balance of milk and water to create the desired effect. The process certainly presented its challenges. Achieving the ideal balance of milk and water was crucial, as it directly impacted the outcome of the prints. Execution As a part of the execution of the campaign, the agency organized an attention-grabbing and innovative on-ground activation in the form of an interactive exhibition. In this, the unique and intricate hydrographic printing technique was used, wherein hydrographic prints of the photographs were carefully laid out to float on the surface of the water mixed with milk to quickly liquify and merge with the mixture of milk and water in order to create a liquid-form photograph (but with solid details). Attendees added a few spoons full of milk to the water-filled troughs right after a hydrographic print was laid on its surface, to have a milk cloud literally and figuratively light up and bring to life the troughs/photographs in this deliberately, dimly and minimally lit exhibition. Results On social media, it garnered around 1.9 million views on Twitter & 156K views on Instagram. Commenting on the campaign, Vandana Joshi, President and Head of Office, FCB Ulka, Mumbai, said, Inspired by the visionary words of Dr Kurien, who envisioned Amul as an empowerment mission, the campaign aims to ignite hope and aspiration among millions of women across India. These are not tales of urban glamour but narratives of resilience from the heartland, where women have turned challenges into opportunities and cowsheds into cornerstones of prosperity. The essence of Amul's mission lies in the belief that every drop of milk symbolizes a story of transformation. Hence, the innovative approach of Floating Stories was born, weaving together art, technology, and tradition to captivate audiences and spark conversations, she adds.

OpenAI launches GPT-4o; a free AI model for ChatGPT users

OpenAI is introducing GPT-4o, a new version of the GPT-4 model that drives its product, ChatGPT. This updated model is said to be 'much faster' with the ability to enhance 'capabilities across text, vision, and audio,' according to OpenAI Chief Technology Officer Mira Murati. During a live stream announcement on Monday, Murati mentioned that it will be available for free to all users, while paid users will still 'have up to five times the capacity limits' compared to free users. In a company blog post , OpenAI stated that GPT-4os capabilities 'will be rolled out iteratively,' with its text and image functionalities beginning to roll out today in ChatGPT. OpenAI CEO Sam Altman posted that the model is 'natively multimodal,' meaning it can generate content or understand commands in voice, text, or images. Developers interested in experimenting with GPT-4o will have access to the API, which is half the price and twice as fast as GPT-4 Turbo, Altman added on X. our new model: GPT-4o, is our best model ever. it is smart, it is fast,it is natively multimodal (!), and Sam Altman (@sama) May 13, 2024 New features are being introduced to ChatGPTs voice mode with the new model. The app will function with a her-like voice assistant, responding in real-time and observing the world around us. Currently, the voice mode is more limited, only responding to one prompt at a time and processing only what it can hear. Altman reflected on OpenAIs journey in a blog post following the livestream event. He noted that the company's initial vision was to 'create all sorts of benefits for the world,' but acknowledged that this vision has evolved. OpenAI has faced criticism for not open-sourcing its advanced AI models, and Altman seems to indicate that the companys focus has shifted towards providing these models to developers through paid APIs, allowing third parties to be the creators. 'Instead, it now looks like well create AI and then other people will use it to create all sorts of amazing things that we all benefit from,' he stated.

Cannes Lions announces Unilever as Creative Marketer of the Year

The Cannes Lions International Festival of Creativity has announced Unilever as the 2024 Creative Marketer of the Year. The honorary accolade is presented to a marketer that has amassed a body of iconic, Lion-winning work over a sustained period of time, with Unilever establishing a reputation for producing brave, creative and innovative marketing solutions. Unilever was last honoured as Creative Marketer of the Year in 2010 and in the following years has amassed hundreds of Lions. At last years Cannes Lions, Unilever was awarded Lions across a number of its brands including Dove, Hellmanns, Dirt Is Good (known as Persil, Skip and OMO), Magnum, Vaseline, Marmite and Pot Noodle. In 2023, Unilevers largest brand, Dove, was awarded the Media Lions Grand Prix for its #TurnYourBack campaign by Ogilvy, London / DAVID, Madrid. #TurnYourBack was deemed by Media Lions Jury President, Christian Juhl, to be a timely example of how our industry can use the power of media to protect young people and empower them to reject the pressure they feel to conform to artificial standards and be confident in their true, unfiltered selves. Doves inclusive beauty mission was first launched through its 2004 campaign Real Beauty, which celebrates 20 years this year. Since then, the brand has been a trailblazer in demonstrating how marketing can drive impressive commercial results. Building on this platform in 2013, the Dove Real Beauty Sketches campaign set out to give striking proof that women are more beautiful than they think picking up 16 Lions, including the highly coveted Dan Wieden Titanium Lion Grand Prix as well as the Gold Creative Effectiveness Lion the following year. Today, Dove is a 6bn brand that continues to champion real-world change for DEI, including through the introduction of the CROWN Act in the US which makes race-based hair discrimination illegal. First passed into law in 2019, there are now 24 states with legislation in place. About Unilevers award, Simon Cook , CEO, LIONS , said: This award is about recognising and celebrating those brands that are consistently delivering work that raises the bar for creative excellence across the global creative communications industry. Unilever is pushing the creative boundaries consistently and continuously across a wide range of brands from different markets, in collaboration with a breadth of agency partners, demonstrating a clear understanding and commitment to the power of creativity as a driver for progress and growth. Congratulations on this much deserved win. Esi Eggleston Bracey , Chief Growth and Marketing Officer, Unilever , commented: Thank you, Cannes Lions, for recognizing our brand leaders and agency partners who are always pushing creative boundaries. Our commitment to bold, brave, and more creative marketing is unwavering. Creativity that starts with inspiration, connects to commerce at every moment and resonates with people to build desirable and unmissably superior brands. It is a huge honor to accept this award on behalf of our exceptional team that truly grasps the power of human connection to serve people and grow our brands. Esi Eggleston Bracey will deliver Wednesdays opening keynote during Cannes Lions and will collect this Award on behalf of Unilever at the final Awards Show of the Festival on Friday 21 June.

Oralium appoints Eggfirst as its agency of record

Oralium has appointed Eggfirst as its creative, digital, media, and production agency of record. After a multi-agency pitch process, Eggfirst emerged as the agency partner to support and drive the expansion plans of the brand across existing and emerging markets in India. Eggfirst will work closely with Oralium to add creative prowess to the brand and drive growth. Commenting on the association, Ahamed Iqbal KM, Managing Director, Oralium said, Oralium is a category innovator and has been leading the aluminium metal-based roofing sheets category through innovations. Oralium delivers innovative and modern aluminium solutions, setting new benchmarks in everything from roofing to extrusionsa single solution for all aluminium needs. Our goal is to expand our presence and visibility across tier 2 and 3 cities and beyond into rural markets. We are pleased to welcome Eggfirst as our agency of record. We look forward to working with Eggfirst which brings in differentiated expertise as a specialist rural advertising agency with robust digital knowhow Anup Mukundan , Head of Marketing, Oralium said, We chose Eggfirst as our agency of record as they come with incredible depth of rural advertising experience and a reputation for deeply thought through creativity, not to mention their digital outreach for connecting with rural markets. I am confident that the team Eggfirst will help us build engaging communication in line with our vision to engage closely with our target market segments. With our new-agency partnership, we are moving towards realizing our vision to become the most preferred metal brand by 2030. Ravikant Banka , Founder and CEO, Eggfirst said, We are thrilled to partner with Oralium to offer them communication solutions across platforms. Oralium is in an exciting phase of growth. We look forward to developing effective and dynamic brand engagement narrative for the existing and new consumers, driving brand category and connect for Oralium. Its an exciting challenge and the entire agency is incredibly delighted to be a part of this growth journey for the brand.

Socio Street Advertising wins the integrated marketing mandate for Kajaria Plywood

Socio Street Advertising has secured integrated marketing duties forKajaria Plywood. With a mandate encompassing a wide array of marketing services, Socio Street Advertising aims to elevate Kajaria Plywoods brand presence and market positioning. The agency will spearhead various initiatives, including marketing and branding strategies, creative conceptualization and execution, media planning, content planning for social media marketing, technology services, and public relations. One of the primary objectives of this partnership is to scale up Kajaria Plywoods social media presence significantly. Socio Street Advertising will leverage its expertise to craft compelling content and engagement strategies tailored to diverse platforms, including Facebook, Instagram, YouTube, LinkedIn, and Twitter. By harnessing the power of these platforms, the agency aims to foster brand visibility and foster meaningful connections with the target audience. Commenting on this exciting development, Mouli Neogi, Co-Founder of Socio Street Advertising, expressed her enthusiasm, stating, We are thrilled to welcome Kajaria Plywood to our esteemed roster of clients. This partnership presents a remarkable opportunity for us to leverage our expertise and creativity to drive impactful results for the brand. With our integrated approach and relentless dedication, we are confident that we will propel Kajaria Plywood to new heights of success.

Surya Kumar Yadav becomes the new face of Ayurvedic brand moha:

moha: has announced its association with cricketer Surya Kumar Yadav. Fondly known as SKY, Surya Kumar Yadav's rise in cricket has captured the hearts of millions, making him a match for moha:'s ethos in personal care. Yadav's journey to and stature as an international cricket star while staying true to his roots makes him a fit for moha: which shares the same core belief. Expressing his excitement about this partnership, Surya Kumar Yadav remarked, I am happy to join forces with moha:, known for its wide range of ayurvedic offerings. As an athlete, prioritizing sun protection and foot care are integral components of my regimen, and their products excel as the go-to solution for fulfilling these vital needs. Dr. Ram H. Shroff , Director of Charak Pharma, the parent company of moha:, shared his enthusiasm, stating, We are delighted to join forces with SKY as we share common values of trust, reliability, and excellence. moha: Sunscreen Spray, a first-of-its-kind Indian Sunscreen Spray is a testament to our commitment to innovation and quality.

Vishal Gaba joins Push Sports as Chief Marketing Officer

Push Sports has appointed Vishal Gaba as the Chief Marketing Officer. Gaba used to be the Associate Director of Marketing at Bira 91 from September 2021 to May 2024. He was responsible for leading the marketing communications for all verticals of Bira 91 including Beer, Beyond Beer - Ciders & Seltzers, Pubs - Taprooms & The Beer Caf and Merch store. His move to Push Sports has been revealed on LinkedIn. Gaba's post read , Sports has always been my first love. Im excited to share that in my new role Ill be spearheading Marketing at Push Sports (seen on Shark Tank), one of the fastest-growing sports tech start-ups in the country. With 7000 kids already trained, 20+ facilities live and 25 schools already as partners, I am thrilled to be a part of Pushs journey in contributing towards the growth of sports in the country and make India a sporting superpower. Gaba has over 16 years of experience in marketing, digital marketing, and communications and has worked at companies including Movified, The Social Booth, Genesis BCW, Adfactors PR, and others. Before joining Bira 91, he was a part of BCW Global as the Regional Director of APAC Digital Innovation Group.

How can ad agencies support women returning post-maternity leave?

Grapes Co-Founder and CEO, Shradha Agarwal was supposed to return to the organisation after her delivery. Generally, organisations give six months of sabbatical for maternity, as per the Maternity Benefit Act 1961. But Agarwal was looking forward to getting back to work after three months. Sharing her experience, she says, I did not come back for a full day. Initially, I started by coming for two hours to the office and as time passed, I eventually kept increasing my hours. Consequently, by the sixth month, I was capable of coming to the office for a full-fledged 9 hours. This was possible because of her own agencys flexibility, which helped her comfortably reside in her new role as a mother, allowing the time to adapt and, at the same time, manage the office work efficiently. The advertising industry has been known for being hectic, with irregular work hours and putting pressure on the employees. In the high-pressure environment of the advertising industry, returning to work post-maternity break can be extra challenging. A research project conducted in 2018 into the barriers working mothers face in advertising has called out the industry for creating false initiatives that create headlines and not change. The research has shown that discrimination, poor management, and a lack of compassion are just a few of the issues raised by mothers in advertising. According to a study conducted by the Genpact Centre for Womens Leadership, 50% of women leave their jobs to take care of their children at the age of 30. 48% of the ones that return drop out within four months of rejoining the workforce. One of the major reasons behind this is touted to be a lack of support at work. Hetal Khalsa , co-founder and Chief Creative Officer, PivotRoots- A Havas Company believes, If the work culture isnt supportive enough, women are pushed to leave their jobs and we lose out on a skilled and talented workforce. Hetal Khalsa While Khalsa did not face any challenges as a returnee to work, she has seen a lot of peers and acquaintances undergo tremendous pressure to manage both sides of the world. According to Scroll, in 2015, Aarti Khatri Ningoo, a client servicing executive, was asked to leave her job at an Mumbai based agency. Ningoo was five months pregnant at the time, and she claimed that the company ignored her request for maternity leave since her trimester in October. While the company said Ningoo was let go due to performance issues and internal conflicts, she took the matters to labour court in Mumbai. While this case happened almost a decade ago, new moms still struggle to find their own space in one of the most stressful industries and are fighting different battles. Therefore, it is important to ease the already-existing pressure on mothers to keep up with their jobs and personal lives. Leaders in the A&M industry share their experience returning to work after maternity break and tidbits about how ad agencies can provide a safe space for women to make a smooth transition. What do mothers want from ad agencies? Nisha Singhania , CEO & Managing Partner of Infectious Advertising, mentions that becoming a mom is probably the most beautiful but toughest phase for a woman wherein the mental dilemma along with the physical aspect is tough. Nisha Singhania Sharing her experience, Singhania states that mothers are never fully in one place. At work, they constantly worry about their little ones, and at home, they worry about not being able to give their best at work. Work at ad agencies is demanding and often leads to women dropping out during this time. Letting new moms work from home (WFH), flexible hours, allowing them to bring their babies to work certain days, and having crches are some initiatives that can help. Counselling is also something that can help women deal with the situation. - Nisha Singhania For Monica Pereira , Sr. VP - HR & Admin, BC Web Wise, the maternity leave she was offered was the typical 90 days, which varies across different companies. But, she reveals that she had the privilege to work from home for a longer period of time, and was able to give time for both work and her child. Monica Pereira In my opinion, these initiatives are like a gentle breeze guiding new mothers through the journey of returning to work. They not only support but also empower, making the transition smoother and more fulfilling for everyone involved. Pooja Pathak , Founder and Director, Media Mantra & InfluSurf Communications feels that despite the hectic schedule with responsibilities in personal and professional lives, we can make two parallel worlds co-exist by prioritising tasks at the right time. While we can surely prepare ourselves, being a woman, at times, one does feel stretched with the influx of tasks at hand. In such situations, I feel it's important to practice mindfulness, go for talk therapies, reconnect with your tribe, and come back supercharged. - Pooja Pathak Pooja Pathak Grapes Shradha Agarwal divulges that mothers are looking forward to more work from home, flexible schedules, coming to the office for a few hours and taking the remaining work back home. They are exploring ways to take half a sabbatical and work the other half. When returning to the office, they seek a more baby-friendly environment, such as a creche and a lounge to feed the child. They hope for such necessary solutions that give them the flexibility to be mothers. Facilities that can help Hetal Khalsa of PivotRoots, A Havas Company, comments that the agency offers six months of maternity leave and a daycare facility till the child is six years of age. They also offer flexible timings and provide an option of work-from-home pre and post maternity till the time the new mother is settled and feels ready to get back to the organisations routine. Khalsa continues, While these are basic requirements, if the mindset of the immediate managers and overall ideology of the organisation do not understand the intensity of the situation, these facilities wont help. As per a survey, organisations must support diverse routes back into the workplace following maternity leave since less than a fifth of women feel confident returning to work after having a baby. More than a third (37%) felt so unsupported and isolated on their return they considered handing in their notice, and nine in 10 (90%) were not offered any formal support through a returner program. Shradha Agarwal of Grapes mentions, The major challenge in ad agencies is with respect to the volume of work and the unplanned expectations of the client. This is major because India is not planned enough to deliver things on time or before and in addition to this, it is also very challenging to say no. Shradha Agarwal In order to overcome the challenge, organisations should be capable enough to create processes and should be wise enough to check the client from giving unrealistic workloads. It can go a long way in managing the work efficiently, according to her. In addition to this, having a strong team that can follow your instructions and understand what kind of work you want to be delivered can be of great help. As a result, after the maternity break, people just need to give direction to the team instead of sitting back and doing the work. Dealing with mental and physical ailments post-maternity Returning to work, post-maternity can have its own set of challenges, especially when one is still recovering from physical and mental health issues. In such cases, agencies should be attentive to their needs. What helps in these situations? BC Web Wises Monica Pereira reveals that one of the biggest challenges for her was to give productive time to her son when he was growing up since work always took up all her mental space. The culture at BC Web Wise helped her strike a balance between being a mother and doing everything else. Chaaya Baradhwaaj, Founder - Managing Director at BC Web Wise would welcome her son to the office during his holidays. The great support from colleagues and employers made a significant difference during that time. It's about prioritising well-being and recognising that healing takes time. Having open communication channels and understanding from the workplace can help alleviate some of the pressure and provide a supportive environment for the returning parent. - Monica Pereira She also suggests that taking things one step at a time, seeking support when needed, and being gentle with yourself throughout the process can make a world of difference in the journey back to work after maternity leave. Shradha Agarwal reveals that the first month is the most difficult time post-delivery and the world starts revolving around the child. While the mother has undergone a major process, people are generally bothered about the child. Hence, it is easy to go into depression. At such times, support from family can help overcome the difficulties. When it comes of physical health issues, it varies from case to case. But here, returning to the routine ASAP can be very helpful. Taking us back to her transition into work, Agarwal mentions that allowing herself time to settle down comfortably was a major step that helped her achieve mental stability. Hetal Khalsa reveals that the overall organisation has to be in sync with such situations, be it motherhood or any unforeseen circumstances faced by a colleague. She shares that she has seen working mothers struggle with mental and physical health issues. While many keep it to themselves, only a few talk and she believes it is important to communicate. Find that safe space, that ally, with whom you can share your day-to-day troubles. As part of PivotRoots policy, free mental health counselling is provided to the team members and mothers are highly encouraged to use them. Advise for working mothers Returning to work after maternity leave poses its own challenges for mothers in the A&M industry. From managing irregular work hours to dealing with mental and physical health issues, they have to navigate a complex landscape. However, with initiatives like flexible work hours, remote work options, and supportive company cultures, ad agencies can create a more inclusive environment for working mothers, empowering them to thrive both personally and professionally. Similarly, it is important for mothers in the industry to take care of their well-being. Women leaders, who have seen it all and done it all, suggest pieces of advice for them. Be gentle with yourself and acknowledge feeling overwhelmed. Seek support from colleagues, friends, and family who understand your challenges. Don't hesitate to ask for flexibility from your employer. Cherish moments with your child both at home and work. Ease back into work gradually rather than jumping in all at once. Remember the importance of financial independence and career goals. Avoid letting guilt hold you back from pursuing your career aspirations. Teach your children that a working mother is a positive and normal role model.

iCubesWire elevates Lovin Dhawan as Business Director of Growth & Strategy

iCubesWire has announced the elevation of Lovin Dhawan as Business Director of Growth & Strategy. With experience spanning over a decade in digital media and business development, Dhawan is now on his way to leading iCubesWires growth strategies across key customers. With over 5 years at iCubesWire as Digital Lead, Lovin has navigated various leadership roles. His past experiences as Account Director at Hungama Digital Services and Interactive Avenues have garnered him expertise in driving innovative solutions and building client relationships. Leading key projects for iCubesWire for brands like Adani Group, Ambience, and Swiggy he has backed his work with substantial business growth. Commenting on the elevation, Sahil Chopra , Founder & CEO, iCubesWire, said, Lovins elevation comes at a critical time when we are aggressively pursuing growth and innovation. His strategic vision and proven leadership are exactly what our team needs as we continue to expand our footprint and deliver groundbreaking solutions. Commenting on the elevation, Dhawan said, I am excited to take on this new role. I will focus on leveraging our advanced ad tech capabilities to deliver superior results and cultivate meaningful partnerships that drive our strategic objectives. Its an exciting time to lead our growth and strategy, and I look forward to steering our amazing team to new heights.

Ecom Express Limited appoints Pallavi Tyagi as its Chief Marketing Officer

Ecom Express Limited, a technology-driven end-to-end logistics solutions provider, announces the appointment of Pallavi Tyagi as the Chief Marketing Officer. Over the last several months, Ecom Express has been expanding its leadership team to bring diverse industry veterans and experts in the areas of growth, product development, operations and financial controls. Pallavi Tyagi joins Ecom Express as CMO and Digital Sales Head to lead Brand Transformation and conceptualize Marketing Initiatives across all channels. She comes with strong experience of over 18 years in Business, Products and Operations and possesses the acumen to link marketing strategy and execution expertise to bring business results. Having worked on both sides, i.e. Marketing Communication Agencies, Solutions-Digitas and Airtel Business, she has developed overall brand, and communication strategies and implemented integrated marketing plans across Verticals, the experience of which would help Ecom Express expand its market presence and enhance its customer experience.

Brands react to the onset of monsoon in Mumbai

Weren't we all shocked looking at the duststorm (or was it a windstorm or a rainstorm) unfolding outside of our windows? Well, we'd say it was a blessing in disguise helping us beat the scorching heat wave. Brands were quick to jump on this bandwagon and make interesting memes about Mumbai's surprising weather conditions today. Here's a look at few brand creatives that we came across. Swiggy me, as soon as its about to rain #MumbaiRains pic.twitter.com/eTbnLsQvU8 Swiggy (@Swiggy) May 13, 2024 Spotify India Mumbai for the past one hour #MumbaiRains pic.twitter.com/4zYv7CjGbt Spotify India (@spotifyindia) May 13, 2024 Myntra Fit check for Mumbai people today: pic.twitter.com/Ci7g7xF3kb Myntra (@myntra) May 13, 2024 Swiggy Instamart Yes Mumbaikars, we're delivering broom and dust pan in just 10 mins https://t.co/AdWturxxA8 Swiggy Instamart (@SwiggyInstamart) May 13, 2024 Disney Plus Hotstar Tufaaan ki vajah.... #Mass #MumbaiRains pic.twitter.com/G9AFTks0XV Disney+ Hotstar (@DisneyPlusHS) May 13, 2024 Swiggy Genie mumbai ka weather ka bhi result aaya hai kya jo itna ro raha hai? pic.twitter.com/qD1cJSsof0 Swiggy Genie (@swiggy_genie) May 13, 2024 Uber India Yeh #MondayBlues se #MondayBrowns ke raaste par kab aa gaye? #MumbaiRains #Mumbai #DustStorm #MumbaiWeather pic.twitter.com/9HT4AKCkj2 Uber India (@Uber_India) May 13, 2024 EatSure Mumbaikars @ 3 PM: Kuchh thanda mil jaye bas Mumbaikars @ 4 PM: Where's my Chai Pakora!? #MumbaiRains #DustStorm #MumbaiWeather EatSure (@eatsurenow) May 13, 2024 Zee Studios An imperfectly perfect partnership of Mumbai Rains and Monday Blues! #MumbaiRains #Duststorm #MrAndMrsMahi #ZeeStudios Zee Studios (@ZeeStudios_) May 13, 2024 Did you come across any other interesting brand creatives that we missed out on? If yes, then share it with us at team@socialsamosa.com or post it in the comments section below.

Unmasking motherhood: A journey from stereotypes to real experiences

Advertising often shows the stereotypical image of the perfect mother, creating unnecessary pressure for women to excel in every aspect of their lives. This portrayal leads to self-doubt and stress as mothers strive to meet unrealistic standards while balancing multiple responsibilities. In a past ad, a well-known ready-to-cook and ready-to-eat brand depicted an Indian family scene where the mother asked each family member about their breakfast preferences, only to receive a chorus of varied requests. The mother maintained a smile and set out to fulfil everyone's desires. And if that wasnt enough, four additional hands appeared, and she effortlessly began cooking multiple dishes simultaneously, each hand adeptly handling a different task. While the ad may have intended to showcase the mother's ability to manage diverse preferences and multitask efficiently, it perpetuates problematic stereotypes. The portrayal reinforces traditional gender roles, depicting the mother as solely responsible for catering to the family's needs without any acknowledgment of shared responsibilities or support from other family members and the portrayal of her effortlessly handling multiple tasks with a smile further reinforces unrealistic expectations of mothers as self-sacrificing and infinitely capable. Another pregnancy detection kit brand with 85% of market share in its industry, has long been synonymous with pregnancy news equals good news, and it couldn't be further from the truth. For countless women, news of pregnancy is not a cause for celebration but a source of anxiety and uncertainty. The brands latest campaign highlights the notion that the decision to have a second child is entirely up to the mother. However, this begs the question: What about the choice of having the first child or choosing not to have children at all? It's a reflection on the long-overlooked aspect of choice within motherhood. In an attempt to unpack prevailing stereotypes and their origins, as well as to chart a course for change, creative mavericks weigh in. Deconstructing stereotypes As advertisers continue to perpetuate stereotypes of the perfect mother, it becomes important to understand the nuances of these stereotypes and the impact of these portrayals on societal perceptions and individual experiences. Umma Saini , Chief Creative Officer at Schbang, highlights some of the common stereotypes that have pervaded advertising's depiction of motherhood. She said, Celebrating mothers as all-rounders who can single-handedly handle everything, showing childcare as largely only a mothers prerogative - while there is progress here. Showing moms as unidimensional beings with motherhood reflecting as their prime identity. But why do these stereotypes persist? Samyu Murali , Creative at Talented, suggests that the male gaze and Indian film industry have heavily influenced the perception of an ideal mother. Indian films always portrayed moms as know-it-all, do-it-all moms. May it be Nandini Raichand from Kabhi Khushi Kabhie Gham, who always knew when her son was about to arrive home or Dr. Vidya in Paa who was a gynaecologist who single-handedly took care of her son, who suffered from progeria or Maya Awasthi from Taare Zameen Par who was shown working tirelessly to find the best solutions for her sons education and personal growth while her husband's contributions were limited to financial support. Murali emphasises how this depiction, originating from Indian cinema, has ingrained the notion of the sacrificial mother. She said, The male gaze has coloured our view of the idea of an ideal mother. What started in the Indian film industry, the idea of a sacrificial mother - a superhuman who is everywhere and gives all of herself - has now become the norm. The goal, even. Generations of mothers are riddled with guilt as they balance raising their kids along with their personal identities. While movies afford filmmakers more time for nuanced representation, advertisements must convey complex themes in mere seconds. Pallavi Chakravarti , Founder & CCO, Fundamental, succinctly captures this dilemma, stating, Its tough capturing the essence of a mother in 30, 20, 15 and 6 seconds. Even impossible, I daresay. Thats probably why most of us stick to the ever-smiling, ever-shining, caring, sharing avatar of the Indian Maa. Sharing another reason why agencies and brands go ahead with these narratives, Chakravarti said, Its safe, it sells, plus this depiction has codes like unconditional love and trust and support baked into it. Unsurprisingly then, its the go-to rendition of Maa for most brands, clients and agencies. However, this age-old portrayal fails to capture the true diversity and complexity of the maternal experience. In advertising, mothers are often portrayed solely in terms of what they can offer or provide, rather than being depicted as multifaceted individuals with their own identities, aspirations, and complexities. These portrayals reduce them to mere caregivers, overlooking their diverse identities and experiences. As advertisements reflect societal norms, this can induce guilt in mothers striving to meet unrealistic standards set by these portrayals. A survey found that 78% of mothers feel guilty for not spending enough time with their kids. And its not just working moms who feel mom guilt. A study found that more than half of mothers feel bad for partaking in self-care activities like soaking in the bath or going to work out. Whether youre a CEO, an employee, or a stay-at-home parent, its easy to get caught up in the narrative that finding your own balance negatively impacts your children and careers. But, its time we reframe this conversation and move beyond the tired narrative of the guilt trap that confines motherhood to a woman's sole identity, defined by self-sacrifice. So, what will it take for brands to finally wake up and smell the coffee? Perhaps a healthy dose of introspection coupled with a genuine desire to represent the diverse experiences of motherhood. Rethinking representation of motherhood/ Reflecting real experiences To truly reflect the diverse experiences of motherhood, advertisers must explore themes beyond the confines of traditional narratives. Yash Modi , Creative Director, VML, affirms that the industry has restricted motherhood to a lot of topical stories and situations. He said, Theres a lot more to motherhood in the daily, boring mundaneness of everyday life. Its time we peel off these layers to notice that. I would love to see narratives around a mothers everyday guilt about not doing enough, a newly-wed pairs dilemmas around planning a baby, the sheer pain of going through pregnancy difficulties, or even the times moms go through menopause. These shall portray a deeper, more honest world of motherhood. Murali said Motherhood is not an extended vacation from your job. Its not 9 months of giving in to your cravings. It is extremely hard for so many women - both mentally and medically. We know that so much of the female body is not thoroughly researched and consequently, we dont see any representation of the myriad of issues that women go through. For example, it was only in 2023 that a study found that hormonal contraceptives could impact the decision-making part of a womans brain. She highlighted that there are many narratives that are yet to find screen space in mainstream media. She added, Conversations around postpartum, how hard it is for women to conceive, miscarriages, choosing unconventional ways of becoming a parent like surrogacy or adoption, choosing to not have children and the list goes on. The taboo that surrounds many of these experiences lead women to end up feeling very lonely and advertising needs to create space to reflect more real experiences of women and motherhood. Saini said, Some narratives that brands can look into to move beyond stereotypical representation are giving visibility to the moms yet unseen; and making the existing stereotypical representations more progressive. Aspects like - Single moms, moms in varying age groups like moms considered much younger or older moms by traditional yardsticks, moms from the LGBTQI+ community, pet moms, and working moms shown with the right support from partners, family, society, workplaces and ecosystems; and more. It is essential that we challenge existing stereotypes and embrace the rich diversity of human experience. By breaking free from the age-old portrayals and amplifying the voices of real mothers, advertisers can forge deeper connections with consumers and drive positive social change. As Chakravarti aptly puts it, Mums can be mischievous, moody, brash, childish, or greedy. They can want alone time or girl time or hate to cook. They can be imperfect. Human, minus the prefix of super. It is time to celebrate the myriad identities and experiences of motherhood and pave the way for a more inclusive and empathetic portrayal in advertising. Accurate representations of mothers in advertising not only resonate with consumers but also enhance brand image. According to Saini, moving away from traditional portrayals of mothers could significantly impact a brand's image positively. She said, Diversity and inclusion has been proven to enhance business results by enabling brands to offer more authentic and progressive storytelling. This approach mirrors the real diversity and intersectionality of consumers, fostering greater trust and positive feelings towards the brand. Data backs this. Citing a UN-supported study, she said that 48% of Indian consumers call for more inclusive representation, underlining the demand for diversity. Furthermore, Saini shared that according to the Kantar-ASCI report 2024 on Diversity and Inclusiveness in Indian advertising highlights the tangible benefits of such portrayals: advertisements that feature positive depictions of gender not only engage audiences more effectively but also boost brand engagement and sales. She said, For instance, positive portrayals of females in ads have led to a +54 increase in brand power and a +32 increase in the likelihood of short-term sales. This evidence shows that moving beyond traditional images of motherhood can cultivate stronger consumer connections and drive better business outcomes. Campaigns that serve as a guide While navigating the landscape of motherhood representation in advertising, certain campaigns stand out as guiding lights, challenging stereotypes and reshaping perceptions. Murali shared several campaigns that redefine traditional narratives of motherhood. Highlighting Tanishq's The Interview campaign, she said, The Interview focused entirely on redefining what others see as a career break into a life bootcamp. It put the focus on the mother - her anxiety, her resilience and her perseverance. We had a mother behind the camera as well. Another campaign highlighted by Murali is Bodyform's Womb Stories, an international piece that addresses topics such as women's hormones, periods, miscarriages, and infertility. Sharing this campaign, she said, A beautifully shot piece that showcases all the aches and pains that women go through that are often experienced, but never spoken about. While for Saini, the campaign that stood out was Ariels - Silent Separation from the #ShareTheLoad series. She said, It touched upon the build up of a life spent playing the traditional role of motherhood. She elaborated that the campaign stands out because it not only addresses the unequal distribution of household chores, traditionally seen as a mother's responsibility in many Indian households, but it also delves into a less discussed aspect of motherhoodsilent separation. She added, This term encapsulates the idea that a mother can live her entire life in a certain way, often shouldering the brunt of household responsibilities alone, until she reaches a point of exhaustion. This side of motherhood, marked by silent sacrifices and unspoken fatigue, is a critical narrative that had previously been overlooked in advertising. The campaigns effectiveness is heightened by its emotional resonance and the use of everyday scenarios, like laundry, to symbolise larger issues of gender imbalance and the mental toll on mothers. By bringing this issue to the forefront, Ariels campaign encourages a societal shift towards more equitable home environments and sparks important conversations about the often invisible aspects of motherhood. This approach not only challenges outdated stereotypes but also connects deeply with viewers by acknowledging and validating the unspoken experiences of countless mothers. Additionally, Modi highlighted Rihanna's revolutionary approach to pregnancy style as a transformative force in reshaping perceptions of young motherhood. He said, Rihanna is beyond a campaign, and shes completely changing pregnancy style and the way people see young mothers. What shes doing is so fresh, so new and so edgy. These campaigns serve as guiding beacons, paving the way for more authentic and inclusive representations of motherhood in advertising and beyond.

Top 5 IPL 17 advertisers accounted for 35% of ad volumes: TAM Report

TAM India's report focuses on the first 55 matches of IPL 17 and encompasses all channels broadcasting the matches. In terms of television viewership, the Indexed Ad Volumes per channel during IPL 17 showed a 16% increase compared to IPL 16. Furthermore, the number of categories and advertisers participating in IPL 17 saw a notable rise, with a 45% increase in categories and a 29% increase in advertisers compared to IPL 16. The report also highlights that among the top 5 categories showcased in IPL 17, two were from the F&B Sector. Furthermore, these top 5 categories collectively contributed to 45% of the total ad volumes during IPL 17. Ecom-gaming and pan masala were the only categories common to both IPL 17 and IPL 16. Similarly, Sporta Technologies, Vishnu Packaging, and K P Pan Foods were the advertisers present in both IPL seasons. Together, the top 5 advertisers of IPL 17 accounted for 35% of the ad volumes. Remarkably, Parle Products emerged as the leading advertiser during 38 matches of IPL 17. Compared to IPL 16, IPL 17 saw the introduction of 34 new categories and 107 new brands. Notably, two of the top 5 new categories were from the F&B and BFSI sectors respectively. As for the top 5 new brands in IPL 17, Parle Food Products took the lead, closely followed by Fogg. Dabur Real Range emerged as the leading brand on both Hindi and English-language channels, while Mobil Super and Mobil Super Moto secured the top spot on regional language channels. Throughout the 55 matches of IPL 17, a total of 100 brands were advertised on both Hindi+English language channels and regional language channels, with Parle Food Products leading the pack.

FCB India appoints Mayuresh Dubhashi as CCO

FCB India, part of the FCB Group agencies in India, today announced the appointment of Mayuresh Dubhashi as the new Chief Creative Officer. Mayuresh Dubhashi brings a wealth of experience to his new role as Chief Creative Officer, with over twenty years in the advertising industry working on brands like The Times of India, Airtel, Pepsi Co, P&G, Oreo, Flipkart, Amazon etc. As the new Chief Creative Officer, Dubhashi will be at the forefront of FCB India's creative efforts, partnering closely with FCB India's CEO Ashima Mehra. His role extends beyond FCB India, as he will also be a key member of FCB Group India's creative leadership, collaborating with leaders across agencies to continue to elevate the work across the network.

Google partners with Airtel for cloud and GenAI solutions in India

Bharti Airtel and Google Cloud announced a strategic collaboration aiming to deliver advanced cloud solutions to businesses throughout India. This strategic alliance aims to expedite the adoption of cloud technology and modernisation efforts among Airtel's clientele. Within this partnership, Airtel and Google Cloud will offer businesses a range of products, including geospatial analytics and location intelligence for trend identification, predictive capabilities, market assessment, site selection, risk management, and asset tracking. Additionally, the collaboration will introduce voice analytics tailored for conversational applications spanning multiple languages, along with marketing technology designed to predict consumer behaviour, segment audiences, and streamline content creation through contextual advertising. Airtel has established a managed service centre in Pune, staffed by over 300 specialists, to provide comprehensive support. The financial details of the agreement between Google and Airtel remain undisclosed at this time.

Sex, lies and advertisements

A crucial piece of Indian law that controls the promotion of pharmaceuticals and magical cures is the Drugs and Magical Remedies (Objectionable Advertisements) Act, 1954 (DMRAA). The DMRAA was enacted to check self-treatment and self-medication of serious disorders and therefore prohibited any public communication and advertisements for 54 conditions ranging from appendicitis and arthritis to fertility, sexual health enhancement, obesity, diabetes, and cancer. In addition, it also specifies that permitted advertisements of drugs and medicines should not be misleading or misrepresent the true character of the products. Consumers, medicine and advertisements have come a long way since then, but unfortunately, the healthcare sector continues to remain very violative of these provisions. Healthcare has emerged for the second year running, as the leading violator in ASCIs scrutiny of advertising. Violations of the DMRRA feature prominently in this list. From obscure advertisements in local newspapers, such ads have moved to the digital medium. In 2023-24, ASCI escalated over 1200 such advertisements to various regulatory authorities including the Ministry of AYUSH. Many of the violations ASCI sees under DMRAA are for sexual enhancement and fertility products. And many of them are couched in the promise of safety and trust of Ayurveda. Ayurveda has enjoyed trust across the length and breadth of the country and its believers straddle economic and social classes. The common perception is that Ayurvedic products and drugs will not have any side effects and therefore can be consumed safely. Consequently, individuals may be tempted to resort to self-medication or seek alternative remedies, as a primary or supplementary form of healthcare, even if they are unverified or potentially harmful. Another factor to consider is the cultural and social aspects that surround such conditions. While conversations around traditionally taboo topics are opening up, this is still not common. There is hesitation in going to doctors or the formal healthcare system for issues like sexual enhancement. The discourse around male virility forms a core part of masculine identities and therefore admitting any lack of performance or ability in these matters is extremely uncomfortable for most. Similarly, the quest for benefits like an increase in libido, bust enhancement and other similar benefits desired by consumers are not met with credible sources of information or education, leaving consumers vulnerable to the narrative being seized by fake or ineffective drugs. While the anonymity of the internet is a natural advantage for consumers to seek information and buy products, this is precisely where the vulnerability comes in. Misleading advertisements take advantage of customers' need for speedy remedies around sexual health. Advertisers exploit fears and cultural conventions to sell products that promise improved sexual performance and vitality. The affordability of such products makes them highly attractive to consumers looking for quick fixes. The lack of strong regulatory enforcement on digital media allows such advertisements to thrive online in stark violation of the laws. There is an active debate in the healthcare world which argues that laws around sexual health and other areas affected by DMR need to be updated. An increase in consumer awareness, improvements in medical science, and access to products and information all rapidly change the ways in which healthcare is consumed today and regulation needs to reflect that. However, misinformation and illegal advertising on healthcare are also rapidly rising. Healthcare content being pushed by influencers, many of whom have no expertise or qualifications is also a very dangerous trend, especially when it comes to self-medication, or popping supplements without adequate understanding. A few months back, ASCI made it mandatory for influencers to mention their education qualification in case they were sharing health advice and endorsing healthcare brands. Education and resources around sexual disorders, and fertility are still not accessible to all and this is the gap that must be filled. This is an important part of the solution. So long as there is a demand for surreptitious products, there will always be someone to fulfil it. Bringing these issues to the forefront, sensitizing healthcare practitioners, and creating access to quality healthcare are important components that must be addressed even as the debate around the legal framework continues. In the meantime, ASCI will continue to scan e-commerce sites and dubious websites to uncover such products and their advertisements and work with regulatory authorities to have these removed. However, a comprehensive solution is needed to address this issue at the very root. In the land of the Kamasutra, this is perhaps an area that is begging to be set right. This article is penned by Manisha Kapoor , CEO & Secretary General, ASCI. Disclaimer: The article features the opinion of the author and does not necessarily reflect the stance of the publication.

Wondrlab appoints Ritika Malhotra as Head of Digital

Wondrlab Network has announced the appointment of Ritika Malhotra as the Head of Digital, further strengthening its leadership team. Malhotra brings over a decade ofexperience in digital advertising, marked by a track record of innovation and success with renowned Indian and global brands. Her last stint was at FCB Kinnect as VP West, where she was responsible for the P&L for their largest region and leading solutions for the brands managed from the region. Ritika Malhotra has worked with brands like Future Group, P&G, Google, Shiseido, Amazon and HDFC Bank to name a few. Shes also worked on marketing new-age platforms like TikTok and Disney+ Hotstar to enhance their digital presence and drive meaningful engagement. On the appointment, Sanju Menon , Chief Operating Officer, Wondrlab said, We are thrilled to welcome Ritika to the Wondrlab Network. Her impressive track record, forward-thinking approach and leadership skills make her the perfect fit to lead our platform first thinking. Her key focus areas would be to create phenomenal value for our existing clients and shape the digital practice of Wondrlab to set new benchmarks. Her addition strengthens our team's capabilities and reinforces our dedication to pushing boundaries in the digital landscape by unleashing and delivering full-funnel solutions for our partners. Commenting on her new role, Ritika Malhotra said, I am thrilled to join the Wondrlab Network and lead its digital efforts in this dynamic landscape. Driving innovation, creating exceptional value for our clients, and adding momentum to Wondrlab's digital practice to set new benchmarks of excellence is what I am going to focus on. Harnessing the power of technology and creativity to deliver impactful solutions that propel our clients' businesses forward is going to be my core area of focus. The power of the Wondrlab Network with its full-stack offering excites me, and Im so looking forward it.

Omnicom Media Group India appoints Rita Verma as its Chief Talent Officer

Omnicom Media Group India has appointed Rita Verma as the organizations new Chief Talent Officer. With a career spanning over 22 years in Talent Development, Leadership Development, Culture Building and DEI, Rita brings a wealth of experience and expertise to lead OMG Indias people & culture practice. She succeeds Anju Kurien who has retired from her position after 13 years of service, during which she was instrumental in accelerating OMG's strategic footprint in the market. In her role, Rita is tasked with solidifying OMG Indias people-centric ethos, championing the groups vision, and nurturing future-ready teams to advance the growth trajectory. Rita Verma has been in the network for the past 19 years leading the HR function at DDB Mudra Group, part of Omnicom Advertising Services in India. Speaking of the appointment, Kartik Sharma , Group CEO Omnicom Media Group India, said, Talent is our defining edge when it comes to propelling our collective success and that of our clients. With Rita steering our talent practice, we look forward to fortifying our commitment to our people-centric approach and driving transformations to progress further on our future-fit agenda. Expressing her delight, Rita Verma commented, At a time when our industry is witnessing much change with agility, I'm thrilled to embark on this journey with an organization that believes in talent and creativity to be key linchpins to driving success. I look forward to working with the team and building for the future aligning talent strategies with the larger vision to deliver best-in-class solutions across the board.

Kotak Mahindra Life Insurance raises a heartfelt toast to all moms this Mothers Day

Mother's Day is universally celebrated on the second Sunday of May. However, when someone showers us with unconditional love and makes our lives easier every single day, shouldn't they be celebrated every day? Amidst the never ending chores, work obligations, raising children, and supporting the family, mothers often carry out their responsibilities without a single complaint, never seeking anything in return. Unfortunately, sometimes we might just forget how much they do for us. This Mother's Day, let's aim to break away from the tradition of materialistic gifts and instead, take the opportunity to truly connect with our mothers. Aiming to do the same, Kotak Mahindra Life Insurance launches a heartwarming Mothers Day campaign in hopes of spreading the message to more and more viewers. The campaign is just like a big warm hug to all other mothers; something they long from us everyday. The campaign shows us a glimpse into the lives of mothers, exhausted from their day's chores, stealing moments of rest whenever they can. Yet, it's their children who perform small acts of kindness that make these tired moments so meaningful. It's the little gestures, like tucking a pillow under their head as they rest, draping a blanket over them, or gently moving their laptops aside while they sleep, that truly touch our hearts. These simple actions are a reminder of the power of love and empathy. They take us back to the essence of Mother's Day, urging us to move beyond materialistic gifts and embrace the beauty of heartfelt gestures. Through this campaign, Kotak Mahindra Life Insurances tributes all the small acts of kindness, the sacrifices made silently, and the love mothers give without expectation of anything in return. It encourages us to sit down with our mothers, express our feelings openly, and genuinely inquire about their day. Even though there's no perfect way to thank our moms, let's never stop trying to find one. Let's show them the appreciation they deserve, not just on one designated day, but every day.

WhatsApp unveils major design refresh with darker Dark Mode and enhanced user experience

WhatsApp has unveiled a significant overhaul to its mobile app design, featuring enhancements like an even darker mode, a sleeker appearance, and platform-specific optimizations for both Android and Apple iPhone users. The update reflects a balanced approach, aiming to maintain functionality while prioritizing a modern and user-friendly design. After experimenting with 35 different color options, WhatsApp settled on a brighter version of its iconic green app icon, paired with a neutral cream shade to ensure consistency across the app. Additionally, attachment icons like camera, photos, and location have been revamped with a more rounded and outlined style. were rolling out design updates to give WhatsApp a fresh new look, while keeping it familiar + easy to use here are some ways its changing updated layout and icons that that help you find what you need faster new illustrations with added animation to pic.twitter.com/pFu0cfxpWY WhatsApp (@WhatsApp) May 9, 2024 To complement the new iconography, WhatsApp has refreshed illustrations and introduced animations for a livelier aesthetic. The default chat background now features new doodle-style artworks depicting various items like musical instruments and food. For Android, the UI has been updated with a redesigned bottom navigation bar, making it easier for users to navigate with tabs placed closer to their thumbs. On iOS, a new expandable tray replaces the full-screen menu for attachments, offering clearer visibility when sending media, polls, and documents. Responding to user and developer feedback, WhatsApp has agreed to darken its dark mode further for improved visual appeal and legibility, with updates coming soon via app updates. The Meta AI chatbot, recently introduced on WhatsApp and Instagram to a limited user base, will soon be rolled out to more users worldwide in the coming weeks.

Amazon Ads unveils three new ad formats for streaming Prime Video

Ahead of Amazons debut upfront presentation on May 14 at Pier 36 in New York City, Amazon Ads has unveiled new interactive and shoppable ad formats for Prime Video with remote-enabled capabilities for living-room devices. The introduction of these living-room remote capabilities significantly expands the opportunity for advertisers to use interactive formats across the vast majority of content on Prime Video. According to research conducted by Amazon, advertisers running both interactive and non-interactive video ads for their Amazon product listings found interactive ads to be more effective in boosting engagement rates across the customer shopping journey, driving 10x more product page views and conversions than non-interactive formats. Some of the details of the interactive and shoppable formats for advertisers include: Shoppable carousel ads , which make it easy for customers to browse and shop multiple related products on Amazon during ad breaks on Prime Video. Brands can present a sliding lineup of their products that customers can explore on Amazon and add to their cart using most living-room remotes. The ad automatically pauses so that customers can browse, and automatically resumes play when ad interaction has stopped. Interactive pause ads , enable customers to discover and engage with brands when they decide to pause the show or movie theyre streaming. When viewers press pause on their living-room remote, they will see a translucent ad featuring brand messaging and imagery, along with an Add to Cart and Learn More creative overlay. These ads extend the engagement opportunity beyond a traditional ad break, as the interactive overlay is available to customers for as long as the content is paused. With a click of their remote, customers can easily add the product to their Amazon cart, get more information sent to their email, and resume their stream at any time. Interactive brand trivia ads , help advertisers elevate their storytelling by entertaining customers with factoids about their brand while allowing them to shop on Amazon, learn more about services and products, and even unlock rewards. Customers can use their living-room remote to add a product to their cart, request information via email, and claim rewards like Amazon shopping credits with the purchase of eligible items. Alan Moss , Vice President of Global Ad Sales for Amazon Ads commented on the launch of Amazon ads and said, Amazon Ads continues to reimagine the streaming TV experience with interactive ad formats that are seamlessly shoppable and help advertisers meaningfully connect with customers. We are developing innovative experiences to help brands better engage with customers, as we work to transform streaming advertising through our differentiated combination of reach, first-party signals, and ad tech. Ads in Prime Video provide an unparalleled experience for advertisers to deliver on any full-funnel marketing objectivewhether its awareness, consideration, or conversion. While Geoffrey Calabrese , Chief Investment Officer for Omnicom Media Group North America, said, Amazons engagement with consumers throughout the funnel is unique. With the ad innovations we are seeing from inside of their streaming offering, our clients are now able to test and learn at scale the true power of streaming TV.

Marketing lessons in Better Things and the un-motherly side of motherhood

Mothers are individuals. Regardless of whether you have or have not heard this or if it sounds pass, it is often the subject of glaring ignorance. Everything about motherhood is often a much-talked-about subject except their individuality. To what extent should mothers prioritise their childrens needs over their own? Does motherhood define a woman's entire identity or is there room for individual aspirations and desires beyond the role of a caregiver? What about a single mother? Is a mother allowed to keep aside her caregiving responsibilities when she is the sole earning member of the family? Questions such as these are explored at length in the Pamela Adlon-created and starrer comedy-drama series Better Things. Better Things follows the life of Sam Fox, a single mother and working actress living in Los Angeles, as she navigates the complexities of balancing her professional career with the demands of raising three daughters. The series delves into the everyday challenges and triumphs of Sam's life, from juggling auditions and acting gigs to managing her daughters' varied personalities and navigating the ups and downs of romantic relationships. As Sam strives to pursue her dreams in an industry that often overlooks women of a certain age, she grapples with issues of identity, self-worth, and the ever-present struggle for work-life balance. Through its candid and authentic portrayal of modern womanhood, Better Things explores themes of love, family, friendship, and the pursuit of fulfilment in a fast-paced and unpredictable world. While Better Things offers an authentic take on motherhood, if analysed closely, it offers something more. Sams juggling of various roles and the shows overall nature offers insights from a marketing perspective. Amidst its exploration of familial dynamics and personal growth, Better Things subtly imparts invaluable marketing lessons. Here are a few that can be gleaned from the series: Authenticity over perfection One of the standout aspects of Better Things is its unflinching authenticity. Sam isn't the picture-perfect mom on greeting cards. She's messy, stressed, and sometimes yells. Sam navigates the highs and lows of single motherhood with raw honesty and vulnerability. Better Things challenges traditional gender norms and stereotypes, presenting a nuanced portrayal of female empowerment. Sam is depicted as a flawed yet resilient woman who navigates life on her own terms, unapologetically embracing her authenticity and independence. Marketing takeaway: Move away from staged perfection. Show real mothers, the struggles, the joys, the imperfections. Brands that embrace authenticity in their messaging and interactions foster genuine connections with their audience. Focus on the relationship, not just the product Sam's bond with her daughters is the heart of the show. Her relationships in the show, be it with her mother or her friends, are anything but ingenuine. Marketing takeaway: Don't just sell flowers and brunch. Highlight how your product strengthens connection. It could be a shared activity, a gift that fosters togetherness, or a service that makes life easier for mothers. Humour disarms and connects As cliche as it sounds (even this phrase is cliche but bear with it for the moment), humour is a powerful tool. Sam uses humour to navigate life's challenges, finding laughter even in the most chaotic moments. A well-timed joke can diffuse tension and connect with viewers. Marketing takeaway: Incorporate humour that resonates. A funny ad can be memorable and disarm viewers, making them more receptive to your message. Target the under-targeted Sam isn't the stereotypical suburban mom. She's working-class, divorced, and raising daughters in a non-traditional way. Marketing takeaway: Go beyond the usual demographics. For Mothers Day, consider single moms, working moms, or moms from diverse backgrounds. They're a valuable market segment with specific needs and desires. Diversity and inclusion arent just words Better Things celebrates the diversity of the modern family dynamic, portraying a spectrum of experiences, backgrounds, and identities. Marketing takeaway: In the multicultural world, inclusive marketing is not only a moral imperative but also a strategic advantage. Campaigns that reflect the diverse tapestry of motherhood resonate with a broader audience and demonstrate a brand's commitment to inclusivity. Honour the multifaceted nature of motherhood Motherhood is multifaceted, encompassing a myriad of roles, responsibilities, and emotions. Better Things captures this complexity with nuance and depth, portraying Sam as a mother, daughter, friend, and professional navigating the intricate tapestry of her life. Marketing takeaway: Effective Mother's Day marketing acknowledges and honours the diverse roles and identities of mothers, celebrating their resilience, strength, and individuality. Tap into emotional storytelling At its core, Better Things is a masterclass in emotional storytelling. The series deftly weaves together moments of humour, heartache, and tenderness, eliciting a range of emotions from its audience. Marketing takeaway: Emotional storytelling is a powerful tool in marketing, capable of forging deep connections and fostering brand loyalty. Mother's Day campaigns that tap into the universal emotions of love, gratitude, and appreciation resonate on a profound level, leaving a lasting impression on consumers.

Madan Bahal, Prateek Bhardwaj, and Amit Sharma appointed as Jury Chairs for Abby Awards 2024

Madan Bahal , Co-Founder and Managing Director of Adfactors PR , Prateek Bhardwaj , Chief Creative Officer and Head of Creative (India) at Lowe Lintas and Amit Sharma , Founder Director of Chrome Pictures have joined as jury chairs for Public Relations category, Direct category and Video Craft category respectively, at The Abby Awards 2024 powered by One Show. Madan Bahal, Co-Founder and Managing Director of Adfactors PR, has been appointed Jury Chair in Abby Awards 2024 in the Public Relations category. Over the last 25 years, Bahal has served as a lead communication counsel in many of the milestone events of Corporate India, including fundraises, M&As, disputes, litigations, issues, and crises. In 2022, the Arthur W. Page Society inducted Bahal into its Hall of Fame. Some of the prominent recognitions that he has received so far include: International Communications Consultancy Organizations (ICCO) Hall Of Fame (November 2017), PRovokes Individual outstanding achievement in Asia-Pac (September 2013), Communicator of the Decade by the Public Relations Council of India (PRCI), and the Life Time Achievement Award by the Public Relations Society of India (PRSI). A vocal advocate of continuous learning and development for PR practitioners, Bhahal is regarded for providing leadership in the Indian PR industry during major adverse events such as the global financial meltdown during 2008 and the two years of the Covid-19 pandemic. Prateek Bhardwaj, Chief Creative Officer and Head of Creative (India) at Lowe Lintas has been appointed Jury Chair in Abby Awards 2024 in the Direct Category. With over 20 years in the business, Bhardwaj has earned a slew of prestigious awards including the Grand Prix at Cannes Lions and Jay Chiat Awards, and the coveted Black Pencil at D&AD. Bhardwaj was the Creative Director behind the recent work on Nescaf (stammering comedian and RJ Rishi), Ministry of Public Health, Afghanistan (Immunity Charm), and Incredible India. His other notable work includes long-running campaigns for Dettol and PayTM and the still-famous launches of Sprite (Bujhaye only pyaas), Kinley, and Chlor-mint. Bhardwaj has also been a creative entrepreneur and founded Eleven Brandworks in 2008. Amit Sharma, Founder Director of Chrome Pictures, has been appointed Jury Chair in Abby Awards 2024 in the Video Craft category. Sharma is a director of ad films and now feature films. Some of his groundbreaking TVCs are Pooja Didi - Facebook, Dove #StopTheBeautyTest, Lifebuoy - Help A Child Reach Five, Silent National Anthem, Google Reunion and many more. Sharma has bagged several awards including Cannes Lions, D&AD, Spikes Asia, Adfest, London International Awards, Abby among others. Sharmas style of filmmaking has revolved around topics that question the society at large and challenges its norms.

inDrive announces Vikrant Massey as its first-ever brand ambassador

inDrive has announced the onboarding of Vikrant Massey as its first-ever brand ambassador for its ride-hailing business in India. As the new brand ambassador, Vikrant Massey will actively be involved in a series of marketing campaigns & CSR initiatives by inDrive with a mission to challenge social injustice and make the world a fairer place for one billion people. Massey also unveiled the brands new marketing 360 campaign - 'Ab app ki nahi, aap ki chalegi!' The campaign which was built around the brands key concept 'Value for Money' will run on social media, OTT and other digital platforms. Avik Karmakar , Senior GTM Manager - South Asia, inDrive commented, We're delighted to have Vikrant Massey on board as the face of inDrive in India. His relatable persona resonates with our diverse audience, aligning seamlessly with our campaign Ab app ki nahi, aap ki chalegi! Vikrant Massey commented, I am looking forward to being a part of inDrive Indias campaign as their brand ambassador. I appreciate the service that inDrive provides to its riders and drivers. inDrive is fair, where instead of the app, the people decide the fare among themselves. Pavit Nanda Anand , APAC Communications Lead, inDrive commented, As a brand, at inDrive our mission is Challenging injustice - which is very much connected to our history. This campaign, Ab app ki nahi, aap ki chalegi! aims to reiterate our efforts to provide fair pricing opportunities to as many people as possible across different countries around the world.

BFSI sector's digital ad impressions see 40% surge in 2023: TAM report

TAM India's 2023 cross-media advertising report for the BFSI (Banking, Financial Services, and Insurance) sector compares advertising trends across television, print, radio, and digital platforms. In television and print media, the report indicates that advertising volumes in the BFSI sector increased by 13% and 15% in 2023 compared to 2022 respectively. The report also notes five new advertisers entered the top ranks in 2023 in the print sector, while Life Insurance and LIC of India retained the number one spot in both the top categories and top advertisers' lists, respectively on television. Muthoot Finance Loan Against Gold emerged as the leading brand in 2023 on television, accounting for 8% of total ad volumes. When it comes to print, among the top 10 brands, four were from the Life Insurance Corporation of India. When looking at television genres, news channels dominated with a 65% share, followed by movies at 15%. For print media, the South Zone led BFSI advertising with 34% of total ad space, with Bangalore ranking as the top city within the region. On radio, ad volumes for the BFSI sector on radio grew by 13% in 2023 compared to 2022. Meanwhile, digital ad impressions for the sector saw a significant surge, increasing by 40% in 2023 over the previous year. Whereas, in the ranking of advertisers, the Life Insurance Corporation of India maintained its top position, accounting for 24% of ad volumes on radio in 2023, a strong hold over 2022. Additionally, among the top 10 categories, Mutual Funds led the list, with these categories collectively representing 92% of total ad impressions on digital. Maharashtra ranked first in 2023 for BFSI sector ad volumes, capturing a 20% share on radio. On digital platforms, the top advertiser was AMFI, which accounted for 8% of total ad impressions in the BFSI sector and Programmatic was the top transaction method for digital advertising in 2023. Whereas in the radio sector, BFSI advertising was most popular during the morning and evening time slots. You can view the full report here:

Apple faces backlash for crushing books and instruments in its latest ad

Apple, known for its innovative marketing, made a literal impact with its latest ad. To promote its new ultra-thin iPads, the tech giant released an advertisement that features an industrial press crushing a variety of creative objects, leading to the reveal of a new iPad. The latest iPad Pro ad shows a series of artistic items, including books, paint cans, statues, musical instruments, a piano, an old TV, and an arcade game machine, being smashed to pieces to the cheerful tune of Sonny & Chers 'All I Ever Need Is You.' Just imagine all the things itll be used to create, Apple CEO Tim Cook wrote on X, formerly Twitter, on Tuesday, sharing the video of the advertisement. Meet the new iPad Pro: the thinnest product weve ever created, the most advanced display weve ever produced, with the incredible power of the M4 chip. Just imagine all the things itll be used to create. pic.twitter.com/6PeGXNoKgG Tim Cook (@tim_cook) May 7, 2024 The brand's message through this ad was simple and clear - it aimed to replace multiple objects with a single iPad to complete tasks. Even though this approach has proven successful for Apple's advertisers in the past, the aggressive imagery has questioned its message. Cook's post on X garnered 19.3 million views and was fueled by replies and reposts with commentary from netizens, with some suggesting that Apple should remove the ad and re-edit it. Many on social media labelled it as 'destructive' and argued that it was 'crushing symbols of human creativity and cultural achievements just to attract pro creators.' One user commented , It is a heartbreaking, uncomfortable, and egotistic advertisement. When I see this result, I'm ashamed to buy Apple products since nineteen years. Another user wrote , Who approve this creative? Who create this? Everyone in the studio was excited to see everything destroyed?Definitely this is the good case study the world big tech company lost brand equity instantly. Adam Singer, VP of Marketing at AdQuick, posted his thoughts commenting, This ad is (unintentional) perfect metaphor for todays creative dark age: compress organic instruments, joyful/imperfect machines, tangible art, our entire physical reality into a soulless, postmodern, read-only device a multi-trillion $ corporation controls what you do with. On the other hand, one user on X suggested the advertisement would have worked better if the messaging was reversed. I think the ad would work much better if it was reversed. All the objects should be expanding out of the iPad rather than being crushed into it made this edited version in five minutes (thanks iMovie!) pic.twitter.com/TZxzpuYzXu kepano (@kepano) May 8, 2024

Adobe launches Acrobat AI Assistant for enterprise customers

Adobe has unveiled Acrobat AI Assistant catering to enterprise clientele. This feature, accessible via add-on subscription, is now integrated across desktop, web, and mobile platforms, offering a generative AI-powered conversational engine deeply embedded within Acrobat workflows. Designed to enhance document productivity, the AI Assistant empowers users to swiftly generate insights, validate them through intelligent citations, and efficiently craft emails, reports, and presentations. Notably, stringent data security measures ensure the protection of customer document content during usage. For more than three decades, PDFs and Adobe Acrobat have been a cornerstone of communication and collaboration in the enterprise and with generative AI, were redefining productivity for every single employee, said Abhigyan Modi , senior vice president of Adobe Document Cloud. Acrobat AI Assistant dramatically reduces time spent reading and searching for information, enabling employees to develop insights faster and slash the time they spend creating content. Key functionalities of the Acrobat AI Assistant include: AI-powered Chat Interface: Facilitating interaction with various document types, including PDFs, Word, and PowerPoint, through an intuitive conversational interface. Generative Summaries: Providing concise overviews of lengthy documents for easier comprehension. Intelligent Citations: Automatically generating citations to verify the sources of information. Easy Navigation: Enabling quick access to pertinent information within documents through clickable links. Content Consolidation: Simplifying the extraction and formatting of key insights for diverse communication purposes. As a partner for many of the worlds largest businesses in their digital transformation journeys, we leverage Adobe solutions with our Experience First approach for various industries, said Kamal Bhadada , President, TCS Interactive and NBMG, TCS. In early evaluations, our content team reduced the amount of time on common tasks significantly using Acrobat AI Assistant for identifying insights from keynotes, workshops and meetings. Adobes know-how in documents and secure AI enabled the AI to do what it is good at, while enabling users to apply creativity and ingenuity. The combination of AI plus humans is greater than the sum of the parts. With Acrobat AI Assistant, knowledge workers across every role, department and industry can spend less time searching for information and more time on high-value work. For example, marketing and communications teams can generate story ideas based on industry reports or condense lengthy white papers into blogs or social media content in seconds. Sales teams can slash the time it takes to respond to RFPs and instead focus on closing larger deals faster and nurturing customer relationships. Legal and compliance teams can quickly summarize and communicate how pending regulations may impact their business to help formulate next steps. HR teams can navigate internal policy and handbook documents to identify areas that need updating. Investor relations teams can analyze financial statements and instantly summarize highlights for stakeholders. R&D teams can keep up with industry trends to inform product roadmaps and innovation.

Shreyansh Baid, Fanindra Jain & Rishi Sen launch their joint venture

Shreyansh Baid , Founder & CEO, of Shreyansh Innovations, Fanindra Jain , Creative Lead of Shreyansh Innovations Digital and Rishi Sen, previously SVP & Business Head, of Digitas & Managing Partner, of Jack in the Box Worldwide, have ventured into the creative technology business with their new initiative, DO . DO is a creative - tech solutions company that bridges the art of storytelling with modern-day interaction design and technology to deliver unique, lasting solutions . This approach focuses on impactful outcomes rather than short-term wins, offering a modern-day creative - tech stack to clients seeking custom marketing solutions rather than templated services. At the core of DO , the founding partners collectively contribute to over 6 decades of storytelling, technology and brand-building experience into a company that boasts about its hyper-personalized solutions , not templated services. Shreyansh , Founder & CEO of DO says, The most well-known brands of our generation are because the founder owned the story and had partners that told it simply and beautifully. We are that partner who enters the conversation with a business-first approach to identify the brands current position and its inflection points. What happens next is not just about technical expertise or having all the answers. Its also about being human, connecting with people, and being able to unleash each others potential. This really is the basis for founding DO . The name is inspired by the karmic concept of action - continuous, relentless, in the right direction. We deeply believe in the power of our universe. Rishi , SVP Business, Strategy & Founding Partner says, In an ocean of agencies jockeying for position, we at DO stand apartnot as contenders in the usual agency race, but as dedicated specialists. We operate on a unique problem-solution model, diving deep to unravel and address each business challenge before moving on to the next. This specialist mentality is not just about solving problems; it's about mastering them. We educate and incubate specialists, fostering a culture of continuous learning and expertise development. This approach ensures that each team member is not only equipped to tackle todays challenges but is also prepared to think solutions for tomorrow. This deep-dive expertise is essentialit enables us to truly understand, resolve, and advance beyond the immediate, creating lasting value for our clients. Fanindra , Creative Lead & Founding Partner says, This is the age of candid. Marketing has got to feel real, true, almost imperfect. Bridging brand challenges with content, media, data & tech demands all the more IMAGINATION and EXPERTISE today and were geared for it. Our relentless drive for DO -ing whatever it takes will stand us out.

Kalamandir Jewellers onboards Shruti Haasan as brand ambassador

Kalamandir Jewellers, an Indian jewellery chain, has onboarded actress Shruti Haasan as its brand ambassador. Speaking about the collaboration, Milan Shah , Director of Kalamandir Jewellers , said, We are thrilled to welcome Shruti Haasan, a popular actor and a style icon with fans across India and globally, to the Kalamandir family. Her unique blend of talent, style and grace embodies the essence of our brand and reflects our commitment to sophistication and tradition. I am confident that the association with Shruti will inspire our customers and create memorable experiences. Commenting on the association, Haasan said , I am delighted to embark on this exciting journey with Kalamandir Jewellers. I believe in the power of elegance and individuality and can easily relate to Kalamandir as a brand. They are one of the most popular jewellery retail chains in the country, and partnering with them allows me to express these values and inspire others to embrace their unique beauty. The partnership with Shruti Hasaan, the daughter of actor Kamal Haasan and actress Sarika Thakur, will enable Kalamandir Jewellers to forge stronger consumer trust and brand loyalty and build further on its legacy of over 37 years. With Shruti Haasan as its radiant new face, Kalamandir Jewellers embarks on a journey of timeless elegance. Together, they aim to inspire customers to embrace their unique essence, crafting moments of magnificence with exquisite jewellery. This collaboration aims to elevate experiences and leave a mark on the world of luxury and style.

The LEGO Group's latest campaign transports adults into a world of imagination

Adults these days lead extremely stressful and busy lives. Amidst the chaos and hustle of daily lives, we often forget to find moments of relaxation and joy; especially to pursue ones hobbies and passions. This relentless pursuit of professional goals without enough me-time can often lead to exhaustion and burnout. The solution is something extremely familiar. Something weve all been doing ever since we were kids but at some point in our lives decide to give up on play! More and more studies have shown that play and especially play with LEGO Bricks can help achieve mindfulness, reduce stress, get you into a zone of joyful focus, and help in bonding with friends and loved ones while also forming stronger social connections. To help facilitate and add more play to the lives of adults the LEGO Group is back with the second year of the LEGO Collectors Week in May. This year, to showcase the authentic joy & happiness of building the LEGO Group has released 3 Master films shot with REAL LIFE ADULT LEGO FANS & Collectors from India. The master films highlight the excitement and passion of adult LEGO collectors as they unbox their sets, showcasing the calm they experience while building them. When asked what play means to them, Vimal, Vishnu, and Jayalaxmi each had unique responses. While Vimal described it as something he simply can't stop doing, Vishnu said it was like sunshine on a rainy day and Jayalaxmi equated it with pure happiness. LEGO 's campaign reminded us of the joy that play brings into our lives. It's a reminder that playing isn't just for kids; it's a crucial element of creativity, relaxation, and well-being for adults too.Fortunately, with LEGO 's Collector Week live between 2nd to 18th May on Amazon.in, Flipkart.com , Hamleys.in & Toycra.com the toy giant will be unveiling something for everyone! So, whether youre a fan of SUPERCARS (The Formula 1 & Hypercar collection); MARVEL Superheroes (Daily Bugle, Amazing Spiderman Pop Art, Infinity Gauntlet); SUPERBIKES (BMW RR & YAMAHA MT); Art & Dcor (Hokusais Great Wave, Vincent Van Goghs Starry Night, LEGO Botanicals); Star Wars (R2 D2, Invisible Hand Space Ship) or Harry Potter (Hogwarts Express, Hogsmeade Station), adults can find their me time by building a world of their choice.

Momfluence: Harnessing the power of mothers in influencer marketing

You know what's fascinating in the whirlwind world of influencer marketing? Moms. Yes, the most incredible, often underestimated superheroes of influence. They're the ones quietly shaping their kids' worlds and preferences. So, let's talk about how moms are the real MVPs of influence and how brands can tap into this amazing momfluence. Picture this: a typical day in the life of a modern family. The morning rush, school drop-offs, work deadlines, and amidst it all, decision-making galore. From what cereal to buy to which toy to splurge on, mothers are the chief decision-makers, wielding immense power over household purchases. In the realm of influencer marketing, this power translates into a goldmine for brands aiming to capture the hearts and wallets of families. So, how do mothers wield their influence? It begins with trust. Unlike the fleeting endorsements of social media influencers, a mother's sway is rooted in the deep trust cultivated over years. From the day a child enters the world, mothers step into the role of primary guide and mentor, moulding their children's perspective on life and their approach to the world of consumerism. In the digital age, this influence extends beyond the confines of the home. Social media platforms serve as virtual marketplaces where mothers seek advice, share recommendations, and connect with like-minded individuals. Enter the era of mom influencers, where relatable content and authentic storytelling reign supreme. From Instagram moms sharing their favorite baby products to parenting bloggers offering sage advice, these influencers have carved out a niche in the saturated world of social media. Brands eager to tap into this influential demographic often collaborate with mom influencers to promote their products authentically. In a media report , Mehul Gupta, CEO and co-founder, SoCheers, a creative digital advertising agency said, As per data from affable.ai, over the past five years, there has been a surge of 101.6 percent in content production (across the globe) by mom influencers. The platform analysed 84,975 influencer profiles on Instagram and determined that there are 4,371 Indian mom influencers active on the platform, generating in excess of 12,000 content pieces in 2022 alone. This indicates that the category has become one of the prominent ones and will be seen gaining prominence in India, with an increasing number of mothers sharing their experiences of motherhood on social media, he adds. Its not just about selling products; it's about fostering meaningful relationships. Brands that understand the emotional bond between mothers and their children can leverage influencer marketing to create authentic connections that resonate on a deeper level. Whether it's through heartfelt testimonials or relatable anecdotes, the key is to evoke emotions that spark action. Take, for example, Aashirvaad relaunched its #PocketFullOfExcuses campaign to collect innovative excuses that children share to avoid eating from mothers across the country. The brand collaborated with comedian Bharti Singh who led the campaign followed by a series of influencers who in collaboration with Aashirvaad enabled recipes and also gave innovative solutions to some of these amusing excuses and garnered a total reach of 8.8 million. In the fast-paced world of influencer marketing, it's easy to overlook the silent influencers who shape our lives in profound ways. Mothers, with their unwavering love and tireless dedication, are the true heroes of influence, guiding their children with wisdom and grace. As brands navigate the ever-changing landscape of consumer preferences and trends, it's essential to remember the power of maternal influence. By embracing authenticity, fostering meaningful connections, and championing causes that matter, brands can harness the immense potential of mothers to drive positive change and create lasting impact in the world of influencer marketing. After all, behind every successful marketing campaign is a mother's touch. This article is penned by Villoo Daji , SVP - Group Marketing, Baccarose. Disclaimer: The article features the opinion of the author and does not necessarily reflect the stance of the publication.

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.

DViO launches operations in Bengaluru

DViO, an independent full-stack growth marketing company has today announced the launch of its Bengaluru operations. This office marks DViOs third office in India and sixth globally which includes Doha, UAE and Saudi Arabia. Situated in the heart of Bangalore's tech hub, the new office is located in the world-class tech park Qube by SSG in Bellandur Ring Road. This prime location places DViO in close proximity to some of the largest consulting, entertainment and eCommerce companies providing an opportunity for synergistic partnerships and growth. The Bangalore office will serve as a hub for the agency's innovative digital marketing solutions, catering to the diverse needs of startups and established enterprises alike. DViO is set to grow its team in Bengaluru, and will thus attract talent from Bengaluru's thriving creative, tech, data and media community. Sowmya Iyer , Founder and CEO of DViO , said, We are thrilled to inaugurate our new office in Bengaluru, a city renowned for its vibrant tech ecosystem. This strategic move not only strengthens our presence in India but also reflects our unwavering commitment to supporting and empowering tech startups. We look forward to leveraging our expertise and resources to drive innovation and success for our clients in this dynamic market.

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.

Steve Priya wins creative mandate of The Sleep Company

Steve Priya, the ad agency launched recently by former Executive Creative Directors at Wunderman Thompson, has announced its first major new business win - The Sleep Company. This account was won following a multi-agency pitch. The account will be handled from the agencys Mumbai office. The Sleep Company is now entering a new phase of growth and diversification across Mattresses, Smart Recliner Beds, the newly launched ErgoSmart Chairs and Recliner Sofas. Steve Priya will be responsible for creating integrated marketing solutions across all product categories. Commenting on the partnership, Ripal Chopda , Chief Marketing Officer, The Sleep Company said, Steve Priya's innovative creative approach and strategic acumen is what set them apart. Their ideas resonated deeply with us, underscoring a profound alignment of vision and purpose. We look forward to the transformative impact of this partnership, and crafting spectacular work together. Priya Pardiwalla & Steve Mathias , Chief Creative Officers and Co-Founders said, The Sleep Company never sleeps, its constantly at work, innovating new designs and products that are all set to disrupt the market. We are excited to partner them in this adventure and are eager to start creating work thats insightful, unexpected, engaging and stands out in this category.

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.

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.