Paws, click, repeat: The rise of cats in moment marketing

In the digital age, where attention spans are shorter than ever, brands are turning to popular internet phenomena to create immediate connections with audiences. Cats, with their enigmatic expressions and playful demeanour, have become unlikely marketing icons, playing a significant role in moment marketing campaigns across platforms. This phenomenon leverages the instant recognisability and appeal of cat memes to inject humour, relatability, and personality into brand messaging. The Rise of the Cat Meme Cat memes first rose to prominence over a decade ago, evolving from funny images shared among internet users to cultural symbols. Classic examples, such as 'Grumpy Cat,' 'Nyan Cat,' and 'Keyboard Cat,' demonstrated the universal appeal of feline humour. Brands quickly realised the potential of these instantly recognisable symbols, and today, cat-themed content is a reliable way for brands to engage their audience and cut through digital noise. This trend taps into the popularity of cats as low-key, relatable figures, enabling brands to add a light-hearted touch to their campaigns without overtly commercialising their message. Grumpy cat meme Nyan cat meme Keyboard cat The rise of cat memes has fostered a thriving 'meme economy,' where creators monetise their content through sponsored collaborations and merchandise sales. Brands now partner with meme creators to weave products into relatable cat-themed memes, boosting exposure while creators earn income. Additionally, merchandise like t-shirts, mugs, and plush toys featuring popular cat memes has become a lucrative avenue, enabling creators to profit while allowing fans to showcase their love for feline humour. Cat campaigns Several brands have successfully incorporated cats into their advertising campaigns, leveraging their widespread appeal and relatable antics. For example, Whiskas has long featured playful and endearing cats in its campaigns, focusing on the bond between cats and their owners. While the brand itself caters to prospective consumers with pets, brands from other categories have tried their hands at bringing cats into their communication strategies.While the brand primarily targets consumers with pets, other categories have also incorporated cats into their marketing strategies to engage audiences. KFC embraced feline charm in a humorous campaign featuring cats climbing the 'Colonel Sanders cat climber,' adding a fun twist to its branding. Bisleri, an Indian brand, also tapped into the charm of cats, using them in creative campaigns to connect with consumers through relatable humour and appeal. Additionally, the 'Cat Herders' ad by Electronic Data Systems (EDS), created by Fallon in 2000, remains one of the most iconic Super Bowl commercials. Using the metaphor of 'herding cats', a phrase symbolising the difficulty of managing chaos, the ad cleverly illustrated EDS's ability to handle complex business problems. This commercial remains a standout example of creative and humorous corporate messaging. Cats in moment marketing A quick look on Instagram reveals that the 'cat' category boasts over 300 million posts, a testament to the growing popularity of feline-related content. In moment marketing, brands tap into trending topics and events, and cat memes have become a key tool for such campaigns. This strategy not only boosts engagement and shares but also creates a strong, emotive connection, anchoring the brand to a lighthearted, humorous experience that leaves a lasting impression. Brands across industries, from food delivery apps to clothing retailers, deploy cat memes to reach a broad spectrum of users. The meme format allows for flexibility, adapting to any theme, from the cats well-known disdain for human behaviour to its quirks and playful acts. This versatility makes cats a powerful tool for capturing sentiment and creating instant connections with audiences. View this post on Instagram A post shared by Swiggy Instamart (@swiggy_instamart) View this post on Instagram A post shared by Swiggy Food (@swiggyindia) The power of relatability and reach The success of cats in moment marketing largely hinges on relatability. Cats are known for their often unpredictable, quirky, and sometimes aloof personalities, qualities that resonate with a wide audience. Brands capitalise on these traits, using memes to reflect common human emotions, such as frustration, laziness, or contentment, often mirroring relatable consumer experiences. For instance, Zepto's cat memes effectively tap into two relatable scenarios that resonate with audiences, the common mishap of bringing the wrong items from the market, often leading to a scolding, and the increasingly rare occurrence of receiving birthday return gifts. By showcasing these familiar situations with a humorous twist, Zepto's use of cat memes adds an extra layer of connection, drawing people in with both relatability and levity. This kind of moment marketing capitalises on shared experiences, making it easy for consumers to engage with the brand on a personal level. View this post on Instagram A post shared by Zepto (@zeptonow) View this post on Instagram A post shared by Zepto (@zeptonow) Furthermore, cat memes provide an effective vehicle for sharing content, particularly on social media, where humorous, relatable material is more likely to be shared widely. This extends the reach of moment marketing campaigns far beyond the brands immediate audience, as viewers are more inclined to share lighthearted, humorous content with friends and family, further amplifying brand visibility. Like the 'Happy Cat' which went viral recently and is still quite popular, due to which it is used widely by brands. View this post on Instagram A post shared by Swiggy Food (@swiggyindia) In another move, Crumble, a popular Pakistani dessert brand, introduced Meowbaksh , a fictional cat character that has become a fan favourite. With a personality of his own, Meowbaksh regularly engages in witty, meme-filled text conversations with his Janeman, effortlessly blending Crumble's desserts into trending topics. This playful and relatable character allows Crumble to engage with audiences in a fun, authentic way, making its promotions feel like a natural part of the digital conversation and it also helps when there exists a user base which is deeply in love with cats. View this post on Instagram A post shared by Crumble (@crumblepakistan) View this post on Instagram A post shared by Crumble (@crumblepakistan) View this post on Instagram A post shared by Crumble (@crumblepakistan) Other brands that have used cats for marketing View this post on Instagram A post shared by Pilgrim | Skincare & Haircare (@discover.pilgrim) View this post on Instagram A post shared by SUGAR POP Beauty (@hisugarpop) View this post on Instagram A post shared by SUGAR POP Beauty (@hisugarpop) View this post on Instagram A post shared by Wakefit (@wakefitco) View this post on Instagram A post shared by WOW Skin Science India (@wowskinscienceindia) The enduring appeal of feline marketing As brands seek to develop more authentic connections with audiences, the use of cats in moment marketing has proven to be more than just a passing trend. This approach enables brands to humanise their messaging, leveraging universally loved symbols to reflect shared experiences. With cats continuing to dominate meme culture, brands are likely to keep tapping into feline charm to boost engagement, build relatability, and drive memorable marketing campaigns.

Nutrela onboards Shilpa Shetty as brand ambassador

Nutrela announced Bollywood actor and wellness advocate Shilpa Shetty as its new brand ambassador. The brand with nearly four decades in the Indian market, offers a range of Soya Nuggets. Shetty, an actor, entrepreneur, fitness icon and an advocate for balanced living embodies the brands' values of health and nutrition. Speaking about the association, Sanjeev Asthana , CEO of Patanjali Foods Ltd., said , Shilpa Shetty is a leading figure in health and wellness in India. Our brand ethos are perfectly aligned with Shilpas, making her the ideal face for Nutrela. Her deep-rooted passion for wellness complements our commitment to promoting a balanced, protein-rich diet. Shilpas influence will further elevate Nutrelas mission, inspiring millions to embrace Nutrela Soya Nuggets as a vital part of their wholesome diet. Commenting on her partnership with Nutrela, Shetty stated, I am thrilled to join Nutrelas remarkable journey. I believe Nutrela Soya Nuggets is an exceptional, protein-rich food that is not only nutritious but delicious too. I resonate with the brands commitment to promoting a nutritious lifestyle and making a positive impact on Indian households.

Bluesky adds 1 million users in a day

Bluesky reported Thursday evening that over 1 million users signed up to its platform in the past 24 hours, marking one of the platforms busiest days and pushing its total user base past 16 million. The announcement followed a separate update from Instagram head Adam Mosseri, who said Metas Threads platform recorded over 15 million new sign-ups in November, averaging 1 million sign-ups daily for the past three months. The decentralised social network has seen consistent growth in recent months, driven by various events, including Xs ban in Brazil, moderation issues on Threads, and recent U.S. election results . Bluesky said that more than a million users joined in the week following the presidential election, as X owner Elon Musk, a supporter of President-elect Donald Trump, reportedly promoted pro-Trump viewpoints on the platform. The surge placed Bluesky at the top of the free apps chart on the U.S. App Store, ahead of ChatGPT and Threads. The platform's total user base remains smaller than Threads, which reports over 275 million active users. In a bid to retain its user base, the platform is reportedly planning to introduce subscriptions as part of its product roadmap.

Case Study: How Faasos used QR codes to tap into Diwali's regifting culture with a soan papdi exchange program

This Diwali, Faasos aimed to tap into a universally shared festive experience, the tradition of regifting Soan Papdi . Recognising that Soan Papdi has become a humorous cultural icon during Diwali, the brand launched the Soan Papdi Exchange Program, offering customers the chance to exchange their unwanted Soan Papdi for a Faasos meal. The campaign was designed to foster relatability, humour, and fun, all while subtly positioning Faasos as a go-to meal option during the festive season. Summary The Soan Papdi Exchange Program ran from October 18th to October 27th, 2024, encouraging participants to fill out a Google form explaining why they wanted to get rid of their Soan Papdi. Winners were chosen based on the creativity and humour of their responses, with the lucky participants receiving a free Faasos meal between October 28th and 30th, just in time for Diwali celebrations. The campaign centred around the idea of breaking the cycle of regifting Soan Papdi, a relatable yet humorous festive predicament. The brand capitalised on this sentiment to foster customer engagement, drive participation, and increase brand visibility during Diwali. Creative Strategy & Execution The campaigns creative strategy revolved around humour and cultural resonance. The brand used relatable, tongue-in-cheek messaging to connect with customers, positioning itself as a brand that understands the quirks of Indian festive traditions. The campaigns key messaging, Break the Soan Papdi cycle, was promoted through various channels, including: Dude with a Sign Dudes with sarcastic signs were spotted at local train stations, university campuses, and crowded markets. They held up humorous messages for the campaign. These signs became popular, with passersby snapping pictures and sharing them on social media, boosting the campaigns reach. Newspaper Advertorials The brand featured cheeky headlines in newspaper ads, such as, 'The cycle of Soan Papdi ends here.' The humorous approach in a traditional medium got people talking, creating surprise and engagement around the campaign. Elevators at offices and apartments In office and apartment elevators, light-hearted posters and interactive displays entertained people during their ride. Lines like, 'Escape the Soan Papdi overload!' provided a fun break, making the mundane experience enjoyable while reinforcing the campaign message. Comedy Influencers Comedy influencers on Instagram and YouTube shared their personal Soan Papdi experiences in videos that were both relatable and hilarious. This content drew a significant audience and helped drive traffic to the Google form for the exchange program. View this post on Instagram A post shared by Faasos (@faasos) View this post on Instagram A post shared by Faasos (@faasos) Instagram Stories & Posts Hilarious memes, polls, and relatable videos flooded Faasos' Instagram. Interactive polls like, 'How many Soan Papdis did you get this Diwali?' engaged users and encouraged them to share their stories, making the campaign a hit on social media. WhatsApp Marketing Through creative forwards, Faasos tapped into WhatsApp group chats , sending out humorous messages like, 'Let Faasos save you from your Soan Papdi fate.' The forwards went viral, just like the regifting of Soan Papdi, spreading the campaign far and wide. Results The 'Soan Papdi Exchange Program' campaign by Faasos generated over a million impressions, sparking significant organic chatter and excitement across various platforms. With more than 1,000 forms filled out, nearly 500 people were gratified with delicious meals, creating a wave of engagement that resonated deeply with our audience. Diwali is about joy and togetherness, but we all know the amusing saga of Soan Papdi re-gifting. With this campaign, we wanted to tap into a fun cultural quirk and offer people a way to share a laugh and celebrate the festive season with something theyll truly enjoy. At Faasos, we're always looking for ways to connect with our customers in a light-hearted yet meaningful way, said Nishant Kedia, Chief Marketing Officer at Rebel Foods. Divya Divakaran , Creative Lead at Rebel Foods, added, Lets be real, Diwali is about joy, but its also about the classic comedy of re-gifting Soan Papdi! This campaign is our cheeky way of flipping the script on that tired tradition. Why pass around the same old sweet when you can swap it for a Faasos feast? We're all about breaking the mold and giving our customers a reason to laugh while enjoying the flavors they really want. So, heres to less Soan Papdi and more delicious memories!

Brands embrace joy, humour and nostalgia on childrens day

Childrens Day, celebrated on November 14th in India, holds deep cultural significance as a day to honour the legacy of Jawaharlal Nehru, the first Prime Minister of Independent India and one who was known for his love for children. It serves as an opportunity for marketers to tap into the emotional resonance of the day, crafting campaigns that connect with parents, families, and communities. The celebration of childhood, innocence, and joy provides a platform for brands to deliver messages of care, growth, and fun, aligning their products with the values of nurturing and happiness. Marketers strategically use Childrens Day to create campaigns and creatives that resonate with the target audience's sense of nostalgia and responsibility. By highlighting the joy of childhood, these campaigns often position brands as enablers of precious moments and memories. Let us take a look at some of the standout creatives this year, as brands continue to use the occasion to foster deeper emotional connections with their audiences. Blinkit life was good when we were our parents' blinkit. happy children's day Blinkit (@letsblinkit) November 14, 2024 Swiggy Instamart Happy Children's Day to everyone who still does this! pic.twitter.com/aXYwMPHte1 Swiggy Instamart (@SwiggyInstamart) November 14, 2024 Shaadi.com We are all grown ups until our pasandida shaks enters the room #ChildrensDay Shaadi.com (@ShaadiDotCom) November 14, 2024 OYO Children's day par ghumne jaa raha hu #ChildrensDay pic.twitter.com/7QtSAk9NUE OYO (@oyorooms) November 14, 2024 AJIO Life Drop childhood fit check, wanna see what made your parents go 'raja beta' aur 'meri princess AJIO (@AJIOLife) November 14, 2024 Naukri Somewhere between homework and work from home we all grew up. #HappyChildrensDay Naukri (@Naukri) November 14, 2024 Google India A letter to bachpan and all the good old days...by Gemini #ChildrensDay pic.twitter.com/wJC1Mt64hr Google India (@GoogleIndia) November 14, 2024 Zepto delivery fees = bache hue 12 rupees #happychildrensday pic.twitter.com/FQQ6QBC4gw Zepto (@ZeptoNow) November 14, 2024 Prime Video India when our GOATS were kids pic.twitter.com/ueyJgLiwK9 prime video IN (@PrimeVideoIN) November 14, 2024 ZEE 5 Global To the ones who always remind us never to lose the kid within us #ZEE5Global #ChildrensDay #HappyChildrensDay #Dhamaal #Gadar pic.twitter.com/IR251xWd7q ZEE5 Global (@ZEE5Global) November 14, 2024 Swiggy Food happy childrens day unko bhi jo bolte hai mele babu ne tana taya? Swiggy Food (@Swiggy) November 14, 2024 Flipkart Minutes to the inner child in you, a very happy #ChildrensDay pic.twitter.com/BJPKU0GTEN Flipkart Minutes (@Flipkartminutes) November 14, 2024 Wakefit Happy Children's Day to people who still can't sleep the night before an exciting trip #ChildrensDay Wakefit (@WakefitCo) November 14, 2024 ASUS India View this post on Instagram A post shared by ASUS India (@asusindia) Swiggy Genie Namak tera bhai lautayega Tu bas patta bol https://t.co/w88pSG3zgR Swiggy Genie (@swiggy_genie) November 14, 2024 Flipkart Happy Childrens Day to everyone and ESPECIALLY those who are still ordering Hot Wheels as an adult #ChildrensDay #HappyChildrensDay2024 Flipkart (@Flipkart) November 14, 2024

WPP brings T&Pm fully within its global network, acquires minority shares

WPP announced further simplification of its structure with the acquisition of the minority shareholdings in T&P m , bringing the agency fully into the WPP network. T&P m will continue to operate as a standalone multi-disciplinary agency while collaborating closely with other WPP agencies. T&P m is an integrated agency with approximately 1,800 people in 42 locations around the world. Its roster of global and local clients includes Amazon, Argos, British Gas, EA, Mars, NatWest, News UK and Toyota, many of which are already served in collaboration with other agencies. WPP first invested in the agency in 2007 with a 49.9% stake before moving to a majority holding in 2019. Founded in 2001 by Johnny Hornby and his partners, the agency has established itself as a player in the marketing industry. After securing an initial investment, the company expanded into media, utilising its global buying power and experience through GroupM. The agency has also developed a model of embedding teams on-site with clients, adopting an integrated approach that has gained traction in the fast-changing digital landscape. By combining various marketing functions within dedicated teams, the agency has managed to adapt to evolving client needs, contributing to its ongoing growth and success. Through its close relationship with WPP, the agency has been utilising its Opens AI tools within its agile content operations, enabling the agency to deliver enhanced creativity, speed and efficiency for clients. The full incorporation of the agency within WPP will deepen that integration, with WPP Open becoming the backbone of the agency's future client service model. Mark Read , CEO of WPP, said, Two years ago, I showed Johnny the early iterations of WPP Open, our AI-powered operating system for marketing. He immediately saw its transformational potential and has since become one of its most compelling advocates. T&P m is a great example of how we are putting AI at the heart of the groundbreaking work we do for our clients. Johnny Hornby, founder and CEO of T&P m , added, This is a very exciting next phase for us. Our belief in the superior agility of integrated teams has fuelled our global success. Now, AI is transforming the speed at which we can partner with clients to create growth and WPPs early investment in Open gives us a big advantage.

Nykaa Q2 profit surges 72% amid 40% jump in marketing and sales costs

Nykaa posted a 72% rise in net profit for the second quarter of fiscal year 2025, reaching 10 crore on-year, driven by significant revenue gains across its beauty and fashion segments. However, the result fell short of market forecasts, with analysts polled by IBES expecting a profit of 28.7 crore. For the July to September quarter, the company reported a 24% on-year increase in revenue from operations, totalling 1,875 crore, per its exchange filing. This uptick was fuelled by a 24% rise in gross merchandise value (GMV), reaching 3,652.5 crore. Gross profit rose 26% to 821 crore, with gross margin improving by 69 basis points to 43.8%. Segment performance Its beauty segment registered a 29% increase in GMV, largely propelled by strong premium fragrance sales. This growth was further supported by its Hot Pink Sale, which drew in 23 million unique visitors. Nykaas owned beauty brands contributed with a 48% GMV rise. In the fashion sector, GMV saw a more moderate 10% increase, while the gross margin for fashion expanded by 567 basis points to 49.7%. Expansion efforts and new launches The company continued expanding its retail presence in Q2, opening two additional flagship beauty stores, bringing its total count to 210. In its e-commerce segment, the company launched 170 new beauty brands and 260 fashion brands. The companys eB2B platform, Superstore by Nykaa, recorded an 80% year-on-year GMV increase, with a 60% rise in order volume and extended its reach to over 1,060 cities. The companys' cumulative customer base grew by 31% on-year to 37 million, bolstered by continued investments in customer acquisition and retention initiatives. Financial metrics The company's EBITDA rose 29% to 103.7 crore, with the EBITDA margin improving by 18 basis points to 5.5%. Adjusted EBITDA, excluding ESOP expenses, climbed 39% to 115.5 crore, reflecting a margin of 6.2%, an increase of 66 basis points. Profit before tax surged by 60% to 21.3 crore, with net profit margin up by 17 basis points, despite a 40% rise in marketing and sales expenses to 286 crore as the company increased its branding and customer acquisition efforts. Share performance Ahead of the quarterly results, The company's share price dropped over 2 %, closing at 179. The stock has increased more than 18 % over the past year but has underperformed compared to the Nifty 50 index. The companys market capitalisation currently exceeds 51,000 crore.

New Jiostar website sparks speculation amid JioHotstar domain controversy

In the midst of the ongoing JioHotstar domain name situation, a new website called Jiostar (jiostar.com) has appeared online, though it currently only displays a coming soon message with no further details. This has sparked speculation that Jiostar could be the name of a new OTT platform emerging from the merger between Reliance and Hotstar, though theres no official confirmation yet. This development follows an offer by siblings Jainam and Jivika Jain, the current owners of the JioHotstar domain, to give the domain to Reliance at no cost. The siblings clarified in a statement that the decision to offer jiohotstar.com was entirely their own, made without any influence or pressure from Reliance or any legal party. They originally acquired the domain from a Delhi-based developer, reportedly to support his educational aspirations. Previously, this developer had considered selling the domain to Reliance Industries or Viacom18 to help fund his studies at Cambridge University. The Competition Commission of India (CCI) and the National Company Law Tribunal (NCLT) approved the merger of Reliance Industries and Disney Star in August, marking an $8.5 billion transaction, one of the largest deals in Indias media and entertainment sector. Set for completion by the third quarter of the 2024-25 financial year, this merger will see Reliance hold a 60% stake (16% directly and 47% via Viacom18), with Disney retaining 37%. The CCIs October 22 order approving the merger included specific conditions, including the divestment of seven TV channels.

Havas CX expands into Southeast Asia with Singapore launch

Havas CX, continues its growth with an expansion into Singapore, strengthening its presence across Southeast Asia. With a network of 18 Havas Villages worldwide, including hubs in London, Paris, New York, and Mumbai, this expansion will bring together the UI/UX and experience of Think Design along with the capabilities of Ekino. Expanding our CX capabilities in Southeast Asia, with Singapore serving as the strategic hub, is a key part of our broader Converged growth strategy in the region, shared Rana Barua, Group CEO of Havas India, Southeast and North Asia (Japan & South Korea). While we establish a robust UI/UX design capability through Think Design, in the coming months, well be introducing more of Havas CX Networks services into Southeast Asia, reinforcing our commitment to delivering transformative customer experiences in one of the worlds most dynamic digital economies. David Shulman , GlobalCEO of Havas CX Network , shared, As brands seek to create deeper, more meaningful connections with their audiences, the need for seamless, integrated experiences has never been greater. By expanding our CX capabilities in Southeast Asia, starting with Singapore, we are reinforcing our dedication to customer-centric innovation throughout the region, providing solutions that resonate with audiences at every step of their digital journey. Think Design will work closely with BLKJ Havas, supported by Ekinos tech capabilities to deliver, solutions that enable brands to better engage with their audiences. This will be jointly led by Deepali Saini , CEO of Think Design, and Rowena Bhagchandani, CEO of BLKJ Havas. Both will continue to report to Rana Barua. On the launch, Saini and Bhagchandani shared, We are excited to integrate our CX capabilities into the region, positioning Singapore as a leading hub for digital innovation to drive significant growth across the region.

Auto Sector TV ad volumes decline 14% in H1 2024: Report

In the first half of 2024, the Auto advertising landscape witnessed a dynamic shift across traditional and digital media, revealing distinct patterns in consumer engagement and brand strategies. Ad Volumes on TV Ad Volumes on TV for the Auto Sector witnessed de-growth of 14% during Jan-Jun24 over Jan-Jun23. The Auto sector experienced a 29% growth during Jan-Jun24 compared to the same period in 2022. Top categories & advertisers for TV: The top 10 brands together added 33% share of ad volumes in Jan-Jun24. Out of the top 10 brands in the Auto sector on TV, three belonged to Honda Motorcycle & Scooter India. Ad Volumes on Print Ad space in Jan-Jun24 for Auto Sector, witnessed growth of 25% compared to Jan-Jun23. While the growth witnessed during Jan-Jun24 was 50% over Jan-Jun22. Top 10 categories & advertisers for print Top 10 Brands accounted for 28% share of ad space in Jan-Jun24 with Honda Shine 100 leading the list. Out of the top 10 brands, 6 of them belonged to Cars Category and remaining 4 to Two-wheelers category in Jan-Jun24. Maruti Car Range slide to 2nd position in Jan-Jun24 over Jan-Jun23. Ad Volumes on Radio Ad volumes for Auto Sector increased by 78% in Jan-Jun24 over Jan-Jun22 in Radio Medium. A 14% of ad volume growth witnessed during Jan-Jun24 over Jan-Jun23 in Auto Sector. Top 10 categories & advertisers for Radio Among the Top 10 Auto brands, 3 brands belonged to Maruti Suzuki India and 2 belonged to Hyundai. Top 10 Brands accounted for 35% share of ad volumes in Jan-Jun24 with Nissan Magnite leading the Brands list. 9 out of Top 10 brands on Radio belonged to Cars category and only 1 belonged to Automotive Fuels Category. Ad impressions on digital Digital medium witnessed a significant growth of 55% in ad impressions in Jan-Jun24 over Jan-Jun23. The Auto sector experienced a 2.68 times growth during Jan-Jun24 compared to the same period in 2022. Top 10 categories & advertisers for digital In Digital Medium, the top 10 brands together contributed 37% share of ad impressions in Jan-Jun24. Among the Top 10 brands, 4 of them belonged to category Cars and 3 belonged to Two Wheelers category. Access the entire report here:

Meta cuts price of ad-free subscription in Europe by 40%

Meta has announced further adjustments to its ad-free subscription offering in Europe, reducing the price by 40% in response to evolving EU data regulations and consumer protection requirements. The social media platform stated that the new price adjustment is intended to enhance the appeal of its ad-free option amid continued scrutiny from EU regulatory bodies. Going forward, people based in the EU will still have the option to choose between subscribing for an ad-free experience or continuing to access our services for free. For those people who choose to continue using our services for free, theyll now also be able to choose to see less personalised ads, Meta stated . However, the company reaffirmed its commitment to personalised advertising, calling it the cornerstone of a free and inclusive internet. The ad-free subscription service, initially launched in November last year, aimed to comply with EU requirements by giving users the option to opt out of targeted advertising. This alternative, priced at 9.99 per month, allowed access to both Facebook and Instagram without personal data collection, meeting new EU data rules while maintaining the platforms' business model. Despite the changes, the subscription model has faced challenges from advisory groups, who argue that it conflicts with GDPRs principles against data-driven commercialisation. In response to additional scrutiny, Meta previously halved the subscription price in March and added a 'less personalised ads' option for users who opt not to subscribe, allowing them to limit data sharing. The platform indicated that less personalised ads may be less relevant to users, given the reduced data available for targeting. Additionally, the company plans to introduce brief unskippable ad breaks to reach a broader audience, compensating for the drop in ad targeting precision. The modifications reflect Metas attempts to comply with EU regulations while minimising revenue loss from restricted data usage.

Enormous announces Joy Chauhan as Fractional CMO

Enormous Brands has announced the appointment of Joy Chauhan as Fractional Chief Marketing Officer (CMO). Chauhan joins Enormous from erstwhile JWT/Wunderman Thompson (WT) (now VML) where in his last role, he served as Managing Partner (North) & Chief Client Officer (WT India). Under his leadership, the North office was responsible for brands like PepsiCo, Nestle, GSK, Hero MotoCorp, Honda Motors, Apollo Tyres, Indigo Airlines, Vivo phones, and The Times of India to name a few. Prior to JWT/WT, North, Chauhan was the head of the agency's Sri Lanka operations and JWT (South). Chauhan has also worked at McCann and Grey Worldwide. With experience of over 18 years at JWT, Chauhan has worked in sectors as diverse sectors and can lead an agency in driving solutions for clients. He is poised to steer clients through todays business challenges with a fresh spectrum of strategic solutions designed for growth. Ashish Khazanchi, Managing Partner at Enormous, expressed his enthusiasm about the new addition, The scape and the fragmentation of what a brand needs to do today to stay relevant in the marketplace has exploded. The job of an agency is to steer all aspects of a brands growth. Joys wealth of experience brings a whole new dimension to our offerings. At a time when brands are seeking breakthrough strategies amidst market fragmentation, this partnership transforms opportunities for our clients. Sharing his views on joining the agency and the role ahead, Joy Chauhan said, After over 25 years with various network agencies to be a part of an independent set-up was something I was keen on. Enormous is one of the top advertising agencies in India at the moment and there is no better time for independent setups than now. What started with just a free-wheeling chat with Ashish turned out to be this very interesting engagement. Enormous has nothing to prove as far as creativity goes and is at crossroads of next-level growth and scaling up. I am happy to be a small part of this very large story in the making.

ThinkROI launches LA office, appoints Cameron Clunies-Ross as Co-founder

In a move to grow its global presence, Indian digital marketing agency ThinkROI has announced the opening of its new office in Los Angeles, California and has appointed Cameron Clunies-Ross as Co-founder, to lead the agencys expansion efforts in North America. He brings experience from his nine years at M&C Saatchi Performance, where he has worked across the EMEA, APAC, and NAM regions, with a focus on opening and growing the agencys Indonesia office. Ross' experience spans technical areas such as app marketing, measurement and privacy, as well as planning campaigns for household brands. Founded in 2022, ThinkROI is a full-service digital marketing agency offering services such as branding, creative solutions, SEO, performance marketing, and marketing technology. The agency works with clients including AMD, Veera Browser, VLCC, Redington, Zenith Holidays, Super Plastronics Pvt Ltd, A23, Ajmera Realty, GoKiwi, JAIN Online, DivIHN, Mr. DIY and USDC Global. With this expansion into the North American market, ThinkROI aims to help U.S. businesses achieve targets through marketing strategies tailored to their needs. Rupinder Singh , ThinkROIs Founder and Chief Business Officer, commented, Our expansion into Los Angeles is a pivotal step in ThinkROIs journey to become a truly global digital marketing partner. The U.S. market offers tremendous opportunities, and by establishing a presence here, we are positioning ourselves to deliver tailored solutions that drive growth for our clients while staying at the forefront of innovation. Sarada Prasad , Co-founder and Chief Growth Officer added, With the opening of our Los Angeles office, were excited to bring ThinkROIs unique approach to digital marketing to a dynamic new market. Our goal is to not only extend our expertise to U.S. clients but also to foster long-term relationships that focus on delivering tangible, measurable results that fuel business success. Cameron Clunies-Ross expressed his enthusiasm, noting, I am thrilled to be joining ThinkROI as Co-founder, as the agency sets foot in the U.S. market. The energy and innovation within the American tech and digital sectors are phenomenal, and I look forward to leveraging my experience and creating meaningful, impactful solutions with ThinkROI for clients here. This is an exciting new chapter, and I'm pleased to be part of the team leading ThinkROI's expansion into North America.

Indian kids spend 60% more time online watching videos than they did two years ago: report

Post-pandemic trends indicate that Gen Alphachildren born roughly between 2010 and 2025are engaging with digital media at unprecedented levels. With greater access to online platforms, this generation is shaping family decisions around food, entertainment, and household purchases, particularly in areas such as IT products, durable goods, and fast-moving consumer goods (FMCG). In response to this shift, Kantar has released its 2024 Kidscan India Report, offering insights into the lifestyles and influences of Gen Alpha in India. The study covers approximately 2,500 children aged 5-14, as well as parents from socio-economic classes NCCS A, B, and C across 14 cities. The report provides an in-depth look at how Gen Alpha engages with brands in sectors like food, beverages, technology, and media, with a particular emphasis on their consumption of television and digital content. Additionally, it examines the psychological and social factors that shape this generation's preferences, ambitions, and lifestyle choices. Puneet Avasthi , Director, Specialist Businesses, Insights, South Asia, Kantar , said about the report: Gen Alpha is reshaping the family dynamic in ways we havent seen before. Their influence is far-reaching, from tech and entertainment choices to key household purchases. The 2024 Kidscan Report captures these shifts, providing brands with invaluable insights into the preferences and digital behaviours of this new generation. For brands, understanding Gen Alpha is not just an opportunity but an imperative to stay relevant in a rapidly evolving landscape The report outlines several key findings about Gen Alphas behavior and influence. A significant trend is the autonomy granted by parents over career choices, with 55% of parents allowing their children full discretion in choosing their future paths. This generation also plays an active role in household purchases: the influence of Gen Alpha on family decisions for products like Smart TVs has increased by 1.46 times compared to 2022. Gen Alphas digital engagement is on the rise, with online video consumption seeing a 60% increase over the past year. This preference for digital media is mirrored in their recreational activities, with 69% of children preferring video games over outdoor play. The report also reveals a shift in social dynamics, as Gen Alpha increasingly values close, open relationships with parents. Today, 57% more children choose to share their personal secrets with their mothers rather than friends, signaling a shift toward more family-centered social bonds. These findings reflect how Gen Alphas evolving digital preferences and social values are redefining family interactions and influencing broader market trends across multiple sectors.

YouTube launches AI music remix tool & live-stream reminders

YouTube has announced a series of new generative AI and live-stream notification features as part of its latest weekly update to improve creator tools and engagement across the platform. One highlight is the expansion of YouTubes generative AI music project, 'Dream Track,' which now includes an AI remix feature allowing selected creators to customise music for their Shorts. This feature lets creators choose eligible songs and restyle them by specifying a particular genre or mood. The AI remix option is initially available to a small group of creators, while the broader Dream Track feature was made accessible to all U.S. creators last month. The platform has also introduced a new feature for creators who post both Shorts and live-streams. Creators with upcoming streams will now automatically display reminders for those streams within the Shorts feed, helping raise awareness and potentially increasing attendance by highlighting upcoming broadcasts within 24 hours of their start time. Additionally, the platform is moving forward with its plan to classify all videos under three minutes as Shorts. For clarity, vertical videos between one and three minutes in length that were uploaded prior to 15 October will not be labelled as Shorts, but any videos of three minutes or less posted after that date will be eligible for the Shorts feed. YouTube expects this platform-wide conversion process to be fully operational by early next month, though it is not yet visible for all creators.

Zomato sends warm wishes for Swiggys stock market listing

Swiggy made its stock market debut with shares priced between Rs 327 and Rs 390. The companys Rs 11,327 crore IPO was fully subscribed by the final day, receiving 3.59 times the expected demand thanks to interest from Qualified Institutional Buyers and non-institutional investors. Swiggy publicly announced the IPO in a print edition of The Economic Times, on the 8th of November 2024. Swiggy marked its IPO launch with a playful video titled Ghanti bajate bajate, kahan tak pahunch gae! Swiggy IPO delivered. The video humorously highlights the journey of ringing the bell for success over the years, showing how far it has come, culminating in the milestone of going public. A short, yet impactful celebration of their growth and achievements. Congratulations Swiggy Limited on getting listed on NSE today. Swiggy Limited provides its users with an easy-to-use platform that they can access via a single app to search, select, order, and pay for food (Food Delivery), grocery and household goods (Instamart) and have orders pic.twitter.com/RKC9l0FnF1 NSE India (@NSEIndia) November 13, 2024 Meanwhile, In a rare moment of camaraderie, Zomato, Swiggys long-time competitor, extended a public gesture of goodwill. In a post on X (formerly Twitter), Zomato congratulated Swiggy with the message, You and I... In this beautiful world, along with an image of their delivery personnel standing together outside the Bombay Stock Exchange (BSE) building, which displayed a Now Listed Swiggy banner. You and I... In this beautiful world @Swiggy pic.twitter.com/sAFzd8z07E zomato (@zomato) November 13, 2024 Zomato CEO Deepinder Goyal also extended congratulations to Swiggy on the launch of its IPO, despite the alleged fallout between the two companies. Swiggy reportedly 'kicked out' Goyal from his role as a judge on Shark Tank after they became the show's sponsor, a position Goyal held for one season. This unexpected gesture of goodwill from Zomato comes amid their ongoing rivalry in the competitive food delivery market. Congratulations @swiggy ! Couldn't have asked for a better company to serve India with. https://t.co/ZgU5tIt1pW Deepinder Goyal (@deepigoyal) November 13, 2024 from 'one day' to 'day one' pic.twitter.com/NyyA7dAfku zomato (@zomato) July 23, 2021 The art is inspired by the picture which Zomato posted during their IPO originally, and Swiggy promptly replied to Zomato's congratulatory post in their own style. How other brands reacted On the occasion of Swiggy's IPO, one of its earliest investors, Accel, looked back on their partnership that began in 2015, recognising the company's evolution with a new brand film, the messaging has shifted from 'Celebrating with Swiggy' to 'Celebrating Swiggy,' marking a new chapter in the company's journey. The film showcased stories of how Swiggy has been present in milestone moments, from family celebrations to everyday joys. This is how some other brands reacted to the IPO: Swiggys IPO marks a major milestone in its journey, reflecting not just the companys growth in the competitive food delivery sector but also the evolving dynamics of marketing and advertising within the industry, and the ongoing rivalry with Zomato remains a defining force. Despite fierce competition, theres an undeniable sense of camaraderie and mutual respect between the two, exemplified by Zomatos public congratulations. joeOver the years, both companies have shaped each others strategies, driving innovation and pushing boundaries in a market where marketing creativity and consumer engagement are key. As Swiggy steps into the stock exchange spotlight, its clear that this rivalry is far from over, but theres also a shared recognition of how far both brands have come, together and apart, in redefining the food delivery experience. All eyes will be on how this new chapter unfolds, not only for the companies but also for the marketing and advertising landscape they continue to shape.

Why are ads turning vertical?

Take a closer look at the movie songs being produced in the last few years and you will notice a pattern. The visual rules of the game have changed. The centre of the frame is where the money lies. Compositional nuances and peripheral set pieces have been discarded to the periphery. This dramatic shift is being influenced largely by the ubiquity of mobile devices. Notably, even in traditionally horizontal forms like movies, visual compositions are adjusted to fit the mobile experience. The choreography in many film songs is now designed with the centre of the screen in mind, tailored to vertical viewing on platforms like Instagram, TikTok, and YouTube Shorts. With phones being our primary mode of consumption, directors are aligning actors, dance sequences, and set elements towards the middle of the frame, ensuring that audiences catch the full impact of the scene even when viewed vertically. It used to be all about the expansive wide shot, explains Cyrus Pagdiwala , Co-Founder, Corcoise Films. Now, everything gravitates towards the centre, creating a focal point that translates well on smaller screens. Consider the choreography of some of the most popular Farah Khan songsthink Main Hoon Na, Om Shanti Om , and Dil Se.. , or that of iconic YRF musicals such as Mohabbatein or Dil Toh Pagal Hai . The richness of the frame ensured that whichever part of the frame your eyes gravitated to, you would encounter a novel finer detail that cohesively fits into the entire songs essence. And to shift attention organically towards the protagonists, directors would employ creative visuals techniques such as leading lines, rule of thirds, contrast, and composition. Compare that to the songs being produced now, the focus has shifted dramatically to the centre of the frame with little to no regard to the peripheryto ensure that even if cropped, the song would serve the algorithm well and enhance scrollability. The extras are often dimly lit or dressed in pale colours to render them inconsequential and ensure that all attention is focused on the lead performer at all times. Ads, too, are increasingly following this vertical, mobile-first approach. Platforms like Instagram Reels and TikTok encourageif not demanda 9:16 format, leading brands to shift their storytelling methods to accommodate this slim, elongated frame. For advertisers, the challenge is not just technical; its about rethinking the entire storytelling process. Creating ads in a vertical format is more like trying to paint a mural on a bookmark, notes Chandra Manii , Founder, Useful Garbage Creations. With this skinny little frame, suddenly every inch is prime real estate. Advertisers are now compelled to fit visually compelling stories within the frames tight constraints, capturing the viewers attention in seconds while embracing the centre-focused aesthetic that resonates with todays mobile audiences. As Madhurya 'Maddy' Alankaar , in-house Director at Little Lamb Films, puts it, Reels, with their unapologetic 9:16 swagger, are taking over. Everythings shrinkingscreens, attention spans, film lengthsand budgets and timelines are squeezing right along. Welcome to the vertical revolution. This vertical takeover of both movies and ads marks a new chapter in visual storytelling, one that is more focused, condensed, and centredliterally. The evolution of ads is not just a response to changing viewing habits; its a transformation in the language of media itself. It is not merely a technical adjustment; its a radical overhaul that has spawned the verticalization of ads. Todays consumers have an almost intuitive relationship with their devices, viewing everything from movie trailers to product promotions on mobile. Instagram Reels has not flipped the ad game upside down, Manii admits, but its definitely stirred things up. Its less selling, more sharingand its surprisingly refreshing. For many brands, the primary deliverable is no longer the horizontal 16:9 ad film; its a vertical Reel crafted to grab attention in a scrolling feed. Maddys recent experiences illustrate this shift: My last six filmsCoca-Cola product launch, festive spots for Dell Technologies, and a brand narrative for Tata Groupwere all in glorious 9:16. And no, we didnt just crop a 16:9 frame and call it a day. We went all-in: rotated cameras, flipped monitors, and watched our DOPs wince as we gleefully tossed traditional framing out the window. Theres also a simplification in movement and action. Rather than wide, sweeping shots or complex choreography that would feel cramped on a phone screen, brands are opting for more straightforward visuals. This often includes close-ups, centred angles, and streamlined motion to create a smooth, immersive experience that feels natural on mobile. Its all about grabbing attention quickly, making the message instantly digestible, and making sure its as effective on a small screen as it is on a large one, observes Purusharth 'Jaunty' Budhiraja , Business Head, SW Studios. This shift to mobile-first, vertical storytelling might seem subtle at first, but its impact is seismic. Directors, set designers, cinematographers, and editors are now tasked with creating stories that fit within the vertical, 9:16 format that is standard on social platforms. Holding a camera vertically was practically unheard of back in the day, says Jaunty, And now? Its kind of in the job description. The verticalization of ads, then, is not just a trend but a reshaping of creative priorities, technical challenges, and storytelling strategies. But what exactly does this mean for the future of advertising? Adapting storytelling for 9:16 screens The very nature of ad storytelling has morphed to fit the vertical screen. Unlike traditional ads that have the luxury of expansive landscapes or wide shots, vertical ads centre on delivering maximum impact within a restricted frame. As Pagdiwala points out, Ads need to be short, keeping the attention span in mind, yet clutter-breaking if it needs to be seen amid an enormous amount of content thrown at viewers each minute. Indeed, social-first ad formats like Instagram Reels and TikTok force brands to get straight to the point. Manii draws a compelling parallel: With everything stacked into a 9:16 frame, ads are now hyper-focused on the centre, sidelining those lovely peripheral details that used to add richness. This centre-first approach means that each second and every pixel in the frame must serve a purpose. Brands now have just seconds to hook us, he explains, so theyve ditched the long-winded pitches for punchy, relatable stories that feel authentic. Jaunty elaborates, Reels allow brands to experiment quickly, test new ideas, and react in real-time to trends. This creative agility is crucial, given that trends on these platforms evolve at lightning speed. With mobile audiences no longer willing to rotate their screens, advertisers must meet them halfway. Highlighting the issues in adapting to the vertical format, Jaunty adds, Creating ads for vertical formats definitely brings unique challenges, and certain elements like set design, framing, and blocking have to adapt. For example, a wide, sprawling set might not read well in a narrow frame, so we often focus on creating depth in the shot, layering elements vertically rather than horizontally. Blocking also becomes more intentional, as we centre action to ensure its visually impactful within a tall, narrow frame. Today, people wont even rotate their phones to consume video, says Kruthika Ravindran , Director at TheSmallBigIdea. Hence, core message delivery is a sure bet by making movement and action simple, fitting well within the vertical frame. With everything stacked into a 9:16 frame, ads are now hyper-focused on the centre, sidelining those lovely peripheral details that used to add richness. When brands lean into this vertical trend, things can get a bit... well, slideshow-esque, with visuals sometimes stripped down to basics. Its all about tight alignment and product pop, which can make the whole thing feel less like a cinematic experience and more like a straight-to-the-point pitch. But heres the twist: this challenge is sparking a new kind of creativity. Ad creators are finding clever ways to keep things punchy and dynamic within that narrow frame. Its a test of ingenuity and balancing focus with flair to make sure the content still feels fresheven if its a bit more compact, Manii encapsulates the situation. Maddy illustrates the problems with verticalization with an example from an iconic pop culture moment. Imagine DDLJs Ja Simran, ja scene in vertical. Shah Rukh would be wedged into the side, Kajol would barely make it halfway to the train before catching it, and Amrish Puri would be close enough to call out, Best of luck! without moving. The struggle, the iconic run, the tensionit would all be squashed by the vertical squeeze, he remarks. Centering the action Just as directors have rethought the art of framing for a smaller, vertical canvas, they have had to reconsider how scenes unfold in that frame. The demands of the 9:16 screen require brands to abandon elaborate choreography in favour of straightforward, visually striking images. However, for some creatives, the transition can feel limiting. Pagdiwala illustrates the challenge: If its horizontal, the distance between the camera and actors will be chosen such that the actors are frame-filling, he notes, but for vertical formats, the aesthetics change everything. To compensate, brands have shifted their focus to close-ups and straightforward action that stays tightly within the frame. Its all about grabbing attention quickly, making the message instantly digestible, Jaunty adds. The constraints of vertical framing may seem to lead to a simplification of ads, yet its this challenge that often leads to innovative solutions. While vertical framing may feel limiting initially, says Ravindran, embracing it with an open mind opens up new ways to experiment. Ads have become visually smarter rather than simpler. This adaptability allows for both consistency across platforms and a focus on the immediacy that modern audiences crave. Pagdiwala illustrates the problems that arise when a film is shot in a particular format and then modified to fit a particular medium. He explains with an example: Imagine if Ive to film a man and woman walking, talking, dancing in front of a beautiful landscape e.g. Ladakh. When a director and cameraman are framing this action, how should they frame this? If it's horizontal, the distance between the camera and actors will be chosen such that the actors are frame-filling, as well as their action is choreographed from left to right for the duration required that will fit into the ad. This will be perfected to capture ideal performance, expressions, timing and the landscape. Now, from here, there are a few possibilities: When you want to put the film on Instagram, or in a vertical format, youll use this 16:9 and extract 9:16. This will change everything. The magnification of the actors, the timing of the shot as the entry and exit are much shorter, the leg room and headspace which may be unnecessarily present and so on and so forth. This means the aesthetics are not ideal. However, this method is the most cost effective as it is extracted on an edit table. Directors and editors also cleverly choose sections of each shot that do the best job of communicating the story. Shoot the whole film twice. Once for 16:9 and once for 9:16. This causes a phenomenal upswing in budgets. What wouldve been shot in 2 days, will now require 3 or 4. It's extremely irritating for actors, directors and cameramen to keep re-framing and re-shooting. Shoot everything in the centre frame and slightly wider, with markings on the camera and monitor. This allows all action to be captured for both horizontal and vertical. But in this method, youre framing shots not for their best aesthetics, but to be compliant for advertisers need to be on all platforms i.e. TV (16:9), Digital (9:16). This is now the norm or the most acceptable method. However, the director has to be restricted to not have entries and exits of characters, or rather even if that's the case, the actor cannot start dialogue while entering the frame. They start real performance after reaching a centre mark so that both 16:9 and 9:16 can actually make the best use of the shot. The background landscape is no longer vital or you may say, its a feature in the background and not critical to aesthetic sensibilities. Social-first production: A costly compromise or a creative opportunity? The social-first approach to ad productionwhere content is shot primarily for vertical platforms and then adapted for traditional formatsis quickly becoming the industry standard. For many creatives, however, this dual-format requirement presents a unique dilemma. To shoot in horizontal 16:9 and adapt for 9:16 or vice-versa is like making a painting on a horizontal canvas and then asking for it to be cut to fit a vertical section, Pagdiwala asserts. Its not just a matter of cropping; the shift impacts everything from timing to framing to emotional resonance. Nevertheless, this transition is also fueling new types of creativity. By creating ads primarily for vertical formats, were prioritising where most audiences actually engage, says Jaunty. This trend pushes us to explore fresh angles and storytelling methods. Indeed, social-first ad production has a way of bringing out resourcefulness in creative teams, with directors, editors, and designers collaborating to make ads that resonate on the smaller screen. Pagdiwala highlights this challenge: Youre framing shots not for their best aesthetics but to be compliant with the need for output across all platforms. Interestingly, the focus on the centre of the screen is leading to an entirely new approach to movement and action. Directors pull back to get that safe shot, Maddy explains, sometimes requiring additional takes and tighter shots to keep scenes in frame. This central alignment can result in simpler visuals, but as he points out, its also an opportunity to experiment with new techniques: Brands are embracing new toysbolt bots, ultra-wide lenses, unique rigsto add punch to every pixel. Despite the complications, there's excitement about this evolving approach. As Ravindran notes, With thoughtful planning and creativity, this format-first approach doesnt have to sacrifice quality; it simply channels it in new, audience-driven ways. Sustaining creativity within constraints As more brands embrace vertical formats, the question arises: Will this shift ultimately dilute the quality of ads? Industry experts seem divided. Some, like Pagdiwala, argue that a one-size-fits-all approach will inevitably result in compromises. Any story well told in the most optimum time will attract viewers, he notes. However, others see the shift as an opportunity to innovate and reach audiences more effectively. Ravindran emphasises the need for constant adaptation to new formats and platforms, while Manii suggests that the challenge of vertical ads is sparking a new kind of creativity. For those willing to experiment, the vertical screen offers a chance to strip down, simplify, and, ultimately, resonate on a deeper level. Ravindran advocates for what she calls smart simplicity in campaign design. By using concise messaging, dynamic editing, and engaging soundscapes, brands can craft ads that feel vibrant even within the bounds of a small vertical frame. Meanwhile, Pagdiwala envisions a future where different formats may require distinct, format-specific messaging to deliver a coherent brand experience across platforms. There doesnt seem to be a non-compromising solution for branded content to exist on all formats, he acknowledges, hinting that the industry might ultimately shift towards a model where separate creative assets are developed for different platforms. Maddy shares a few pointers that brands can keep in mind to navigate the challenge of verticalization: One Idea, One Punch: Theres no room for complex narratives. Focus on one powerful emotion or crystal-clear message. Think less epic saga, more instant dopamine hit. Directors, agencies, and clients its okay to kill some of those darlings. Build a Visual Signature: In this crowded feed, brands need an unmistakable look. Own the frame with signature transitions, colours, or camera moves that scream you before the logo even shows up. If they dont know its your ad in two seconds, youre just another swipe. Edit Like a Gen Z Influencer: Fast cuts, bold transitions, and edits that would feel hyperactive anywhere else are just right here. The energy should match the platforms tempo, keeping viewers hooked from start to finish. Go for Authenticity: Reels are personality-packed, in-the-moment. Embrace influencer styles, direct-to-camera addresses, or 'behind-the-scenes' feels. Raw over-refined. Optimise for Mute Mode: Most viewers watch on silent, so visuals need to tell the story. Use text overlays, gestures, and expressive visuals that hit home even when the volumes off. Ride the Trend Wave: Reels thrive on trends, so get in on the action. Popular challenges, trending sounds, and real-time cultural cues make your content relevantand you dont look like the out-of-touch brand trying to be hip (a tragedy). In the end, the verticalization of ads may not be a limitation but a new frontier, encouraging brands to focus on the essentials. As Manii concludes, Its less selling, more sharingand its surprisingly refreshing. For an industry built on reinvention, the vertical revolution may just be the next leap forward, fitting snugly into our mobile-first world. As Pagdiwala rightly notes, Any story well told in the most optimum time will attract viewers. The shift to vertical formats has provided brands with a fresh canvasa tall, slender canvas, yes, but one that continues to demand and inspire creativity. The challenge for the industry is to keep experimenting, finding balance within the vertical frame, and crafting content that speaks to audiences on an intimate, immediate level. Because as much as technology changes, the desire for authentic, well-crafted stories is here to stay.

Rima Kirtikar on the power of immersive experiences in real estate

In recent years, technological advancements have significantly reshaped consumer expectations in the real estate market, particularly with the rise of immersive digital tools. Globally, the market for AR and VR technology is projected to reach $1,110 billion by 2030. Nowhere is this technological potential more impactful than in real estate, where tools like virtual tours and augmented reality walkthroughs offer buyers a view into their future homes. Alongside this digital evolution, the Indian real estate landscape is experiencing a surge in demand for luxury and smart homes. According to Markets and Markets, the Indian smart home industry is forecasted to grow at an 18.4% CAGR from 2020 to 2025, reflecting a shift toward connected, tech-driven living spaces that cater to the modern, convenience-oriented lifestyle. This convergence of technology and luxury is driving developers to reimagine the home-buying journey, blending digital innovation with premium experiences to meet evolving consumer aspirations. Runwal is among the players adapting to this transformation, reshaping the home-buying journey through the integration of digital tools like augmented reality and immersive video experiences. Spearheading these efforts is Rima Kirtikar , Group Chief Marketing Officer, who has been instrumental in steering the brand toward a more interactive, experience-driven approach to real estate. From the rising popularity of digital influencers to cutting-edge virtual tours, Kirtikar shares insights into Runwal's growth journey, the brands strategic focus on family engagement, and the future of luxury real estate. Edited Excerpts: Looking back at Runwal's marketing journey, what have been some key highlights and pivotal moments that have shaped the brand's growth and positioning in the real estate market? Real estate is a highly family-centric product, with decision-making often involving every family member, from children to grandparents. Recognizing this, we've redefined the home-buying journey to be as experiential as possible. Through immersive videos, AR, VR, and community-centered events like our Grand Ganesha Fest and the Audi Qdrivea unique off-roading experience at our 25 Hour Life sitewe offer customers a curated experience that brings them closer to the lifestyle Runwal developments provide. These innovations have shaped our growth, solidifying our positioning as a brand that prioritizes family engagement and unforgettable home-buying experiences. With a surge in consumer sentiment during the festive season and 65% of potential buyers considering real estate investments, what emerging preferences and demands are you noticing in the luxury segment? In India, the festive season is synonymous with optimism and purposeful investment, especially in real estate. According to Knight Frank India, the luxury segment has experienced impressive growth41% in the first half of 2024 alone. This surge is driven by rising disposable incomes and a shift in lifestyle aspirations with buyers increasingly drawn to branded developments offering spaciousness, exclusivity, and superior quality, along with a meaningful connection to the environment and a holistic living experience. As Tier-II and Tier-III cities emerge as promising markets, driven by infrastructure development and more affordable property options, what strategies does Runwal have for tapping into these regions? Are there specific expansion plans or initiatives in the pipeline? Currently, our focus remains on Mumbai, Thane, and Pune, with a strategic emphasis on expanding within the luxury real estate market in South Mumbai. We are excited to further establish our presence in premium areas like Walkeshwar and Worli with upcoming projects, strengthening our reputation in luxury residential spaces. These projects represent our commitment to delivering exclusive, high-quality homes in Mumbai's most sought-after locations. Why do you think there was a need for Runwal to launch a new corporate identity? With the revamped identity, how is Runwal positioning itself in the market, and what kind of messaging have you adopted for the same? Over the years, our interactions with customers have shown that Runwal stands for trust, quality, and a legacy that endures across generations. Recognizing this, we saw the need for a renewed corporate identity that not only reflects our evolution but also honors our foundational values. Our refreshed logo subtly builds on the original, symbolizing progress without compromising our core essence. Through our new positioning'sculpting timeless addresses that celebrate the pinnacle of living across generations'we are reinforcing our dedication to creating spaces that embody excellence. This identity underscores our commitment to mastering every detail in real estate, from homes to offices and malls, and echoes the trust our customers have placed in us since 1978. With the rise of digital influencers like Bhavesh Kaware and more, how do you think marketing is shifting in the real estate industry? With consumers more engrossed in digital media than ever, digital influencers have become a vital part of real estate marketing. Influencers build authentic connections with potential buyers, particularly younger demographics, by showcasing real-world perspectives of luxury residences. This approach aligns with a broader shift toward trust-building and narrative-driven content, where immersive and personalized storytelling enables buyers to connect with brand values and project stories on a deeper level. Its a significant shift that makes luxury more approachable and relevant for todays digitally connected audience. Technology is transforming the real estate sector, especially digital innovations like 3D home tours, online consultations, and e-commerce platforms. Can you share what impact these tools have on customer engagement and sales conversions? Digital innovations have significantly impacted customer engagement and sales conversions. Tools like 3D home tours and online consultations allow buyers to visualize their future homes and everyday lifestyle, easing the decision-making process. With more clarity and personalization in these experiences, customers can make informed decisions faster, increasing the likelihood of conversion. The festive period being one of the busiest periods for real estate, how did the real estate companies spend on advertising this year? Any interesting trends that you noticed in their spending patterns? This year, advertising spends have been predominantly digital and outdoor-focused, with a clear emphasis on high-engagement content. Videos, influencer marketing, loyalty events, and community events drove customer interest and retention, reflecting a broader shift toward interactive, community-oriented content that builds lasting connections with buyers. You started your professional journey in 2005, and a lot has changed since then in the marketing industry. What do you think are some of the most common skills for CMOs today? Marketing has transformed from print and word-of-mouth to a digital-first, experience-driven landscape, with buyer attention spans shorter than ever. In this fast-paced environment, CMOs need agility, continuous research, and a willingness to innovate.Todays CMOs must stay attuned to shifting consumer behaviors and be ready to explore new strategies to capture attention effectively. Looking ahead, what are your short-term and long-term goals for Runwal? In the short term, our goal is to craft homes of unparalleled quality that stand the test of time. Looking ahead in the long-term, we aim to establish Runwal as a transformative force in real estate, setting new benchmarks for excellence and innovation, and becoming a legacy brand for the future.

KFC Indias campaign takes a fresh approach to showcase its offerings

In a world where consumers are constantly seeking something extraordinary, something that stands out and sparks conversation. KFC has tapped into that desire. The brand's latest campaign, 'Taste the Epic,' takes a fresh approach to showcasing its signature offerings. Unveiled today, the campaign celebrates the distinctive flavors of KFC's popular menu items, from the classic Hot & Crispy Chicken and Hot Wings to the boneless Chicken Popcorn, Peri-Peri Boneless Chicken Strips, and a range of Zinger Burgers and Rolls. The new campaign aims to set itself apart with a bold, larger-than-life concept, transforming KFCs fan favorites into superheroes. With this creative direction, the company aims to emphasise the uniqueness of its dishes, offering customers not just a meal, but an experience that resonates on a different level. This shift in tone suggests KFCs efforts to redefine the way its food is perceived, more than just a meal, its a moment of enjoyment, shared and savored. Aparna Bhawal, CMO, KFC India & Partner Countries said, Nobody makes chicken like we do, or offers the kind of abundant variety KFC has. 'Taste the Epic' is a bold celebration of KFCs unmatched taste and variety. Right from cult favourites like Hot & Crispy to boneless snacking options like Chicken Popcorn, to a variety of burgers, rolls and more, theres something for everyone - whether existing brand loyalists or those trying our food for the first time. The new campaign film, which is the first piece of work showing the fresh, dynamic look for our iconic brand, is based on the insight that good just isnt enough. Today's generation wants bigger, bolder, and more from everything and every experience. And thats exactly what they get at KFC an EPIC meal and experience every single time. Consumers will get to experience KFC's new look & feel over the next few months across various touchpoints. The film opens to an ongoing college fest, but a bored Gen Z crowd. For the generation that wants more, this seems mundane and nothing out of the ordinary. Dissatisfied with the ordinary, two friends decide to leave the concert and embark on a quest for greatness . The duo walk across empty streets in search of this greatness, boredom flashing on their faces until they find themselves in front of the home of KFC. The mundane is immediately forgotten as they peer into the glowing red windows of a restaurant. KFCs range of bestselling favourites calls out to them. The duo on-screen is transfixed as they can't decide what to eat amongst so many choices. The voiceover brings alive how they are going to discover greatness in shapes unseen and ways unheard, all while drool-worthy food and the loud crunch of KFC favourites play on the screen. The protagonists are lost in the world of KFC and its only when asked, Are you ready to order ?, that they return to reality, ready to indulge in KFC favourites. Ashima Mehra , CEO, FCB India, In an overstimulated world, where 'good' is no longer enough, the campaign captures the relentless pursuit of elevated experiences of today's generation. Its no longer about meeting expectations but exceeding them. And thats exactly what KFCs golden, crispy chicken in a variety of irresistible flavours and forms delivers. It's not just good, its EPIC! Mayuresh Dubhashi , CCO, FCB India, KFC is all about taste thats unmatched, served in formats that are unmatched too. From the Zingers to the Popcorn, to the Bucket; you name it and KFC has got it. The one right superlative for all this is EPIC. Nothing less than that will do. This new campaign is an ode to this feeling, done in a new and exciting way; a trailer almost, for something EPIC coming Indias way. A sort of a cool, irreverent response to the sentiment of the generation that feels even good is not good enough now. The campaign will run on TV and digital platforms, along with a 360-degree plan.

GOZOOP Group announces Vipul Arora as Director of Brand Solutions

GOZOOP Group, has hired Vipul Arora as Director - Brand Solutions . This move will further strengthen the agency's leadership towards its vision of building Indias self-grown independent network. In his new role, Arora will drive growth at the agency by building strategic client relationships and securing integrated mandates aligned with the organisations long-term vision. Prior to joining the agency, Arora served as Senior VP, Business and Growth at Tonic Worldwide, where he helped in scaling the business and optimising operations. With over 13 years of experience in business development, resource optimisation, and P&L management, he is aiming to expand the agency's market reach. Vipul Arora , Director - Brand Solutions, GOZOOP Group, expressed , My journey with Gozoop Group begins as they celebrate their 16th anniversary and I couldnt be more excited to join at such a pivotal moment of growth and transformation. With Gozoops innovative approach to brand building, I see immense potential to drive business growth and extend our market presence across geographies. Im deeply inspired by the vision of the founding team to build Indias own homegrown advertising network, and Im eager to contribute toward bringing that vision to life. Together, we will continue to push boundaries, embrace new opportunities, and solidify Gozoop Groups position as the leader of Indias ever-evolving digital landscape. Rohan Bhansali, Chairman and Co-founder of GOZOOP Group, added , Our mission at Gozoop is to build an entrepreneurial ecosystem where the best people can do the best work of their lives. In Vipul, we found a Level 5 leader who is ambitious to build a great organization with the right value system. With Vipul Arora on board as Director (Brand Solutions), we're taking a significant step towards levelling up our brand solutions capabilities. His exceptional leadership qualities, ambition, and alignment with our values make him an invaluable addition. We're excited to have him lead our team to new heights.

Brand creatives leverage humour to connect on Singles' Day

Brands have embraced the power of moment marketing, especially on dates like 11/11, known as Singles Day. Originally popularised in China as a day for self-love and shopping indulgences, Singles Day has now become an opportunity for brands to engage with their audiences through clever, relatable social media content. Companies like Flipkart and Swiggy are using lighthearted, engaging posts to tap into the Singles Day spirit, connecting with consumers who might be spending the day focusing on themselves or celebrating singlehood. By referencing crushes and wishful thinking in their posts, brands make their messaging feel relatable and timely, seamlessly integrating product promotion with humor and cultural relevance. By combining these themes with brand offerings, like fast delivery, special discounts, or exclusive products. Companies can connect emotionally with consumers, making their messages both entertaining and impactful. This creative approach not only increases visibility but also builds brand affinity by showing an understanding of consumers lives and interests. So let us take a look at what they did. Zee Studios Our 11:11 wish: Manifesting the 'Dekhha Tenu Pehli Pehli Baar Ve' kinda love for you! #ZeeStudios #Manifestations Zee Studios (@ZeeStudios_) November 11, 2024 Bewakoof Solve this equation: 11:11=manifesting not being single Bewakoof (@bewakoof) November 11, 2024 Swiggy Instamart What in your opinion is a 11/11 snack? Swiggy Instamart (@SwiggyInstamart) November 11, 2024 Flipkart Minute's 11:11, may your crush's replies be as fast as our delivery #SinglesDay Flipkart Minutes (@Flipkartminutes) November 11, 2024 Swiggy Food 11:11 aapki single life mein koi pookie deliver ho jaye Swiggy Food (@Swiggy) November 11, 2024 Youtube India 11:11 manifesting all your love lives look like this soon pic.twitter.com/PXdw4m8sCN YouTube India (@YouTubeIndia) November 11, 2024 Kolkata Knight Riders Our 11:11 wish on 11/11 pic.twitter.com/S1LGC0axWF KolkataKnightRiders (@KKRiders) November 11, 2024 If we have missed out on any of your favouurite 11:11/Singles' day brand creatives, write to us at content@socialsamosa.om or let us know in the comments below.

Quoraverse: Empowering marketers and agencies with tools for impactful campaigns

Quora, in collaboration with Social Samosa, is bringing Quoraverse to Bengaluru, a pivotal conference designed to provide marketers, advertisers, and agency leaders with valuable tools and strategies for impactful campaigns. Following the success of the Gurugram and the Mumbai editions, Quoraverse Bengaluru promises a unique learning experience for attendees looking to elevate their understanding of digital engagement and contextual advertising. Scheduled for November 28th, the event is set to gather industry experts and creative minds who are eager to explore the next frontier in digital marketing. With a focus on community and collaboration, Quoraverse encourages participants to share knowledge and gain insights that can shape future marketing innovations. What to Expect at Quoraverse Bengaluru? The event boasts an agenda rich in interactive sessions, panel discussions, and networking opportunities, all tailored to inspire and empower the marketing community. Get ready for an evening of insight, inspiration, and connection at Quoraverse, from networking with industry peers to thought-provoking panel discussions featuring seasoned marketing leaders like Sandesh Gupta - MPL, Vanda Ferrao - Wow Skin Science, Madhur Gopal - Manipal Hospitals Group, and Resha Jain - GIVA, the event promises to unlock the power of contextual advertising and curiosity-driven marketing. We will also hear from Access Life Assistance Foundation as they share their impactful mission. Quoraverse is your gateway to innovative strategies and meaningful collaborations. Event Schedule: 5:30 PM - Registration and Pre-Networking (60 mins): Attendees arrive, register, and connect with peers over introductory networking. 6:20 PM - Welcome and Context Setting (10 mins): The events emcee will introduce the days highlights and set the tone for an insightful evening. 6:30 PM - Welcome Note by Gurmit Singh, General Manager APAC & MEA, Quora (5 mins): Gurmit Singh will formally welcome attendees, sharing Quoras vision for knowledge-driven marketing. 6:35 PM - Icebreaker Session (10 mins): Led by the emcee, this engaging session helps attendees relax, fostering a collaborative atmosphere. 7:00 PM - Panel Discussion: The Marketers Guide to Contextual Advertising (20 mins): Industry experts will delve into the nuances of contextual advertising, sharing tips and strategies for marketers to make an impact. 7:20 PM - Talk by Divyashree, Bengaluru Centre Manager, Access Life Assistance Foundation (10 mins): Meet Access Life Assistance Foundation, an NGO with a mission to provide homes and hope for families battling childhood cancer. 7:40 PM - Panel Discussion: Unlock the Power of Insights and Curiosity (20 mins): This discussion focuses on the role of curiosity and insights in crafting resonant campaigns. 8:00 PM - Honor Roll for Most Impactful Campaigns on Quora (30 mins). 8:30 PM - Thank-You Speech by Neha Chimbulkar, Head of Marketing, APAC & MEA, Quora (5 mins): A closing address thanking attendees and highlighting key takeaways. 8:35 PM - Dinner and Post-Networking (60 mins): Guests are invited to enjoy dinner and continue networking, wrapping up a day of inspiration and connection. Panelists Sandesh Gupta , Director - Growth, Mobile Premier League (MPL) Vanda Ferrao , CMO, Wow Skin Science Madhur Gopal , Associate VP Marketing, Manipal Hospitals Group Resha Jain , Chief Brand Officer, GIVA Join us as we come together to celebrate the dynamic and ever-evolving world of marketing. Your presence will contribute to the diversity of perspectives and make this event truly special. To register for the event, please fill in your details here.

Madras High Court rejects petition to ban medical advertisements

The Madras High Court has ruled that there is no ban on doctors and hospitals advertising in the media, dismissing a petition that sought restrictions on such advertisements. The court's observation came during a hearing of a Public Interest Litigation (PIL) filed by Mangaiyarkarasi, who sought the regularisation of medical advertisements in newspapers, television, and other media platforms. The petitioner argued that advertisements by doctors and hospitals often mislead the public with exaggerated or false claims about medical treatments. She contended that such ads promote fake doctors, dubious drugs, and questionable medical practices, and called for a media ban on these misleading advertisements. A bench comprising Chief Justice KR Sriram and Justice Senthilkumar Ramamurthy heard the case and expressed concerns about regulating such advertisements. Doctors present in the court pointed out that the media cannot be expected to verify the authenticity of every hospital advertisement. They stressed that the responsibility to take action against violators lies with the Medical Commission, not the media. The court acknowledged that existing laws already provide mechanisms to address objectionable advertisements. It advised the petitioner to file complaints with the Medical Commission or the police if she encountered instances of fake hospitals or doctors advertising. Ultimately, the bench dismissed the petition, stating that they could not issue a general directive to restrict media publications of medical advertisements. The ruling highlights the importance of proper regulatory channels to address misleading medical advertisements, rather than imposing a blanket ban on media advertisements by healthcare providers.

VUI Live wins digital marketing mandate for Laiqa Wellness Pvt. Ltd.

VUI Live , a full-service Digital Marketing and Consulting Company , has secured the digital marketing mandate for Laiqa Wellness Pvt. Ltd. , a Gurgaon-based Femtech startup . This partnership aims to amplify Laiqas digital footprint and elevate its brand awareness in the Indian market. The company will help in strengthening the brands digital presence in the premium feminine hygiene and menstrual care market in India. As part of the mandate, the agency will devise and execute digital marketing strategies tailored to amplify the brand's reach and overall engagement. Leveraging its experience in implementing AI-powered strategies, the agency will also be responsible for the brands social media management, SEO, performance marketing, WhatsApp & Email marketing, and all creative content, ensuring a cohesive and impactful brand presence across multiple platforms. Akash Manchanda , Co-Founder and Business Head at VUI Live said, We are elated to have inked this partnership with Laiqa Wellness. This association is not just about driving compelling campaigns, but also about understanding the landscape and enabling effective communication. Our extensive experience in driving brand visibility through integrated digital marketing strategies will help Laiqa connect with its target audience.

Dot Media onboards Danny Advani as Head of Business Strategy

Dot Media, has appointed Danny Advani as Head of Business Strategy and Planning to spearhead its strategic expansion to establish a comprehensive content division. Apart from creating this new division at Dot, his role will also incorporate overseeing the verticals of talent management, IP development, channel monetisation and broadening the agencys overall digital influence in local and international geographies. With a background of over 12 years in the digital ecosystem, Advani has previously headed the Influencer vertical at OML (Only Much Louder) and also contributed in the role of Senior Project Head at Big Bang Social, the tech platform of Collective Artists Network. He has helped drive revenue and business at his previous organisations via upselling and closures with the support of the outreach team and has shot over 200 films, digital/ TV in the past 4 years and has been a part of key campaigns over the last decade for brands like HUL, Loreal, Oppo, Amazon Flipkart, Tinder, Swiggy, Netflix, Malaysia Tourism, Maharashtra Tourism, Google and extensively in the consumer goods category. Commenting on his new mandate, Danny Advani, Head, Business Strategy and Planning , Dot Media said, Dot Media has established a stellar reputat ion for creating a fundamentally robust organisation driven by both performance and values. I'm eager to work with this talented team where creativity, innovation, and authenticity come together to shape the future of influencer marketing, drive impactful campaigns, foster strong brand connections, and deliver transformative results that resonate with global and local audiences not just in the top and mid-funnel but impact driven and feed the bottom funnel. Shubham Singhal, Co-Founder & CEO of Dot Media shares, Dannys expertise is pivotal to our ambition of becoming Indias largest creator network agency. His experience in both network and independent agencies especially during their integral growth phase, along with his deep understanding of the digital landscape, will empower us to accelerate our growth and expand our offerings, making Dot Media the go-to partner for brands seeking impactful influencer marketing solutions. With a strong foundation of over 200 creators across genres, Dot Media has cultivated a dynamic and self-sustaining ecosystem that delivers seamless services to clients and creators. With onboarding Danny, we are excited to embark on this next phase of Dot, to further expand our offerings and create new benchmarks in the Indian creator ecosystem.

Instagram chief debunks myth about sponsored content downranking

Instagrams head, Adam Mosseri, has debunked the common myth that the platform deliberately downranks posts tagged as sponsored content to force brands to pay for reach. In a recent post, Mosseri addressed the rumour as part of a series of informational updates aimed at clarifying widespread misconceptions about the app. View this post on Instagram A post shared by Adam Mosseri (@mosseri) We dont downrank posts that you mark as sponsored, Mosseri stated. It helps us understand Instagram to know what is sponsored, but its important for creators to mark things as sponsored without fear of downranking so that they can comply with local laws all around the world. The myth suggests that the platform may intentionally reduce the reach of sponsored posts, forcing brands and creators to pay for additional visibility. However, Mosseri explained that there is no effort on the platforms' part to penalise posts with the 'Sponsored' tag. Instead, the lower engagement often associated with these posts is likely due to user behaviour, as some people tend to scroll past sponsored content when they notice the tag. Mosseris post is part of an ongoing series where he aims to address frequent user questions and clarify misconceptions about the platforms features and algorithms. Last month, he also explained that including a brand logo on a Reel would not result in a reach penalty, but Reels with watermarks from TikTok and YouTube would be penalised in terms of reach. View this post on Instagram A post shared by Adam Mosseri (@mosseri) Despite the clarifications, some users remain sceptical, often attributing ulterior motives to the platform. Meta, Instagrams parent company, has faced criticism in the past for its handling of business users, leading some to dismiss Mosseris comments. However, for others, the direct communication from Instagrams chief offers valuable insight into how the platform operates.

Ads that could have been a hug in the past: Creative heads on childhood ads

As a kid, I had simple dreams: unlimited snacks and a TV remote all to myself to watch cartoons all day. And do you know which part I didnt like at all? TV ads. I know no one likes watching TV ads, and thats why making great and fun ads that people actually want to watch is a tough job. But my dislike for TV ads went a bit deeper. Every time I looked, there was no one in my shape in any of the fun, cool commercials. The few times I did see a fat person, they were always in weight-loss ads. Every time, the message was painfully clear: if you were fat, well, tough luck because the world was on a mission to fix you. Forget being funny, bold, or confident. Youd never see a fat person cracking a joke, scoring a goal, or just being the life of the party. No, in Ad Land, fatness was a before state, a problem just waiting for a miracle green tea or magic pill to save them. Or maybe they thought fat people wouldnt be able to handle a storyline that wasnt about dropping pounds? And here I thought I was just trying to enjoy my cartoons. Imagine how different it would have been if, instead of all those weight-loss ads, we saw fat kids dreaming big and having fun, not getting lectured on BMI. Or instead of a fat mom measuring herself against the kitchen counter in shame and a fat dad being laughed at in his office, what if we saw grown-ups who looked like the people I knew, laughing loud, living life without a calorie counter in sight. How fun would it be to see them content, funny, capable, even a little wild? Because, shockingly, fat people do that too. But instead, ads kept hammering home the same sad message: theres only one right way to be. And if youre not it, youd better be working on it. With Childrens Day around the corner, as I looked up to reflect on the representation that could have been, I also spoke to creative folks who are making a difference for kids of today to share the ads they wish theyd seen growing upthe characters, the stories, the ads that couldve reminded us we were enough, just as we were. Because maybe, just maybe, we couldve grown up knowing that happiness doesnt come with a dress size, and no one needs fixing to belong. Heres what they have to say. Adyasha Roy Tomar , Creative Director, McCann Worldgroup : When I was younger, my best friend was called Alemyim Isaac from Nagaland. One day, I asked her which country she was from. She mustve been hurt. I remember that day and wish Id seen more representation from the Northeast growing up. Assam, Mizoram, Nagaland advertising creates culture and I think that wouldve made a huge impact. I was a chubby kid. If I could go back in time and make an ad where the chubby kid wasnt the butt of all jokes. Id take it further by making her the protagonist maybe the main popular girl could be chubbier. I would probably even include LGBTQ characters in kid-friendly ways. A full-on rainbow ad! Azazul Haque, Group Chief Creative Officer, Creativeland Asia : While I was growing up, I wish I had seen more content around characters that were coming of age. I wish there were content or characters that would have taught me about various phases of adolescence. As there was and even now there is very less content or communication about how life changes while we are growing up. There is either content for a child or for adults. If I had to go back in time I would create an ad which teaches me as a child to respect girls and be more inclusive. That educates me more about girls and how they think or feel. If we were taught about it then, perhaps there were lesser issues of gender inequality now. Santosh Padhi, Chief Creative Officer, Wieden + Kennedy India : I grew up in an era that had very few mediums, and that too for middle-class families or kids. Ads were targeted to the upper class, with newspapers and magazines taking centre stage. There were very few television sets around my locality that, too, were black and white televisions only. I wish there were more colourful ads to begin with, be it on print or television. Due to the cost, most ads used to be in black and white. I liked static ads as I grew up with them; in those days, due to the complex photographic process and reproduction, illustration took the lead, and some of them are still beautifully carved on my chota magaj. Outdoors, those days were hand painted they surely had a character and personality to give an example, our Bollywood hand-painted poster will always be the greatest outdoors forever, being an outdoor person, I always liked big, bold, chunky, colourful outdoors as they looked good with illustrations taking the major area of communication Baring a few candy brands, no brands spoke to me those days, they all spoke to my parents. But frankly I have no complaints against brands who did not speak to me. Maybe we were most focused on the basics of consumption rather than excess consumption. But kids are lucky and unlucky these days. They have so many options to choose from which puts pressure on me as a parent now. We are living in a cluttered world more than we need. Hence, there is a subtle fight in the society for the same reason as sometimes less is more and more is always less. Shantesh S Row , Chief Creative Officer, Slant Advertising : Growing up in the 1980s, ads in India were often centred on traditional family setups and gender stereotypes. One of the most played ads then was the Vicks commercial, which typically showed a mother taking care of her son who was down with a cold and then rubbing Vicks on him to make him feel better. An effective ad, nonetheless, one that still reinforced a 'mother as the protector' trope. But when I saw the 'Touch of Care' ad by Vicks commercial around 2017/18 which told the story of a transgender mother and her adopted daughter, challenging conventional views on family and parenthood, I was quite taken aback by how the same 'mother as the protector' story could be told in a different manner. It emphasised compassion and acceptance. And I felt it made a representation that would make many children feel seen and valued. I wish some of the ads from the 80s had this spirit. If I were to create an ad for my younger self, I would definitely create the Surf Excel ad 'Daag Acche Hain' commercial. It resonated with my own childhood at school monsoon rains in Mumbai, red gumboots, splashing in the mud and making one's school uniform dirty, and then realising mummy would be furious at home. I loved how it showed a child experiencing the joy of discovery and learning without the fear of making mistakes. That imperfections are part of growth. That making mistakes and getting dirty in the process is okay. Swati Bhattacharya , Global Head at GCPL's Lightbox Creative Lab: In my time, there was a lot of 'beta,' a lot of parental imagination around their ambitions and expectations were always centered around 'beta.' Thats something I wish had been different, but Im glad I got to witness the shift from when it became about too much of 'beta' to 'beti.' The idea is that a girl child was born in preparation for a final destination, being a wedding or a good home. So a lot of the blessings that we saw in advertising and also in real life were never that 'may you stay with us forever,' but it was more about 'may you find a good home.' It made every girl feel that she was in transit when she was in her parents' home. Also, a lot of the kids we see in advertising are prototypes: either extroverted or very sporty. I dont think we show many other types of childhood that are possible, like a quieter, more introspective child or a reader. Instead, we often see either a very sporty kid or a 'chatpata' [lively] kid. As for childhood, its portrayed as if its performative. These are the years where kids are expected to entertain their parents and their friends. As an only child, I spent a lot of time by myself, and a very intrinsic part of my day involved spending a few hours getting bored. I think those hours of boredom were the only times where you try to find things to do, ways to entertain yourself. And I would have loved to do a health drink ad that wasnt about excelling, but just about being okay with yourself. Uddhav Parab, Senior Creative Director, Interactive Avenues: I think the ad I wish I could see when I was younger was find your greatness launch ad that Nike did for the London Olympics in 2012. I had bad asthma and was severely bullied for not being able to run properly and finishing last in school athletic events. The ad was a hug from the past -- almost making it okay to suck at something, and appreciating the fact that despite limitations, you showed up and you finished the task you started. A decade or so later, I voluntarily took up running, and finished marathons, but I can't help but feel Nike's ad 'giving everyone the permission to suck when starting off' gave me the nudge to run.

What will it take for brands to build consumer loyalty?

As an experiential events agency, we've had a front-row seat to how consumer loyalty has transformed over the years. What was once a reliable, long-term bond between brands and their customers has become a more fluid and fickle connection. The era of unwavering loyalty is fading, replaced by consumers who are constantly seeking new experiences, emotional resonance, and a sense of belonging. Today, loyalty is no longer guaranteed, its something brands must continually earn. Consumers today are constantly researching, comparing, and making decisions in real-time, so sticking with a brand out of habit is practically a thing of the past. The question is no longer just about retaining loyalty but understanding what loyalty even means in an era where consumers have endless choices and heightened expectations. For many, loyalty is fragile, constantly under threat from competitors who are just a click away. The rise of digital platforms and social media has made it incredibly easy for consumers to switch brands. Consumers look out for brands that get them, share values, whether its sustainability, social impact, or personal connection. To top it up, the demand for instant gratification has simply skyrocketed! Same-day delivery, personalised recommendations, effortless online shopping, theyre no longer just perks but expectations. Brands constantly need to rise to this challenge to hold onto customer affinity. The dynamics are in constant flux! In the digital era, when consumers are bombarded with branded content, the need personal connections have grown with more intensely than in the past. At Shobiz, weve seen how powerful immersive experiences can be when they invite people into a shared journey or offer a space for self-expression. Personalisation today matters more than ever, people want to feel seen and valued, and experiences tailored to them is the game-changer. Storytelling takes this further; when brands stand for something meaningful, it resonates. Community-building is key, too, because people want to belong to something bigger than just a purchase. Therefore, brands that focus on genuine, memorable experiences are the ones truly building loyalty. Imagine a world where indulgence meets fashion, where every bite is a journey into luxury. Thats what we created at the Lakme Fashion Week. The Magnum Couture Lounge we made at the Lakm Fashion Week was nothing short of a phenomenon, setting a new standard in how a brand can build loyalty through experience. We took upon the challenge of bringing a food brand to Indias largest fashion and lifestyle event, the Lakme India Fashion Week.We made Magnum, the ice cream brand into an haute couture - high luxury brand and redefine the art of fashion, pleasure, and ultimate indulgence. From the moment people entered the booth, they were drawn into a world where they werent just customers, they were creators. At the heart of it all was the dipping bar, a sensory feast that invited people to design their own indulgent Magnum masterpiece. As the bartenders put on a mesmerising show, swirling and dipping each bar with flair, customers watched their custom ice cream come to life in real-time. The sound of chocolate cracking, the aroma of rich cocoa, the visual artistry of toppings, all of it came together to create a moment that felt indulgent and unique. But it was the power of personalisation that made this experience unforgettable. Each guest could select their favorite chocolate coatings, toppings, and finishes, crafting a Magnum that felt like their own. This act of creating and finally holding their custom-made treat delivered a sense of accomplishment and joy that went beyond the product itself. Which brings to the impact it created - as guests shared their creations online, the Magnum Couture Lounge became a viral sensation, spreading excitement far beyond Fashion Week. Magnums engagement rate broke all benchmarks with 60 million views making it a highlight of the fashion extravaganza. This wasnt just an ice cream moment, it was an immersive, personalised experience that left a lasting impression, transforming casual fans into loyal brand advocates through one memorable, sensory-rich encounter. In conclusion, the disruption of brand loyalty in todays fast-paced, choice-driven landscape calls for a radical rethinking of how brands connect with their consumers. The success of experiences like the Magnum Couture Lounge exemplifies the potential of immersive, personalised engagements to foster deep emotional connections that transcend traditional loyalty metrics. As brands navigate this new terrain, they must prioritise authentic storytelling, community-building, and memorable interactions that resonate with consumers on a personal level. By delivering not just products but experiences that evoke joy and a sense of belonging, brands can cultivate lasting loyalty that stands the test of time. Making it simply clear that true loyalty is earned through connection, creativity, and the genuine desire to make consumers feel valued, seen, and part of something extraordinary. This article is penned by Sameer Tobaccowala , CEO, Shobiz Disclaimer: The article features the opinion of the author and does not necessarily reflect the stance of the publication.

Moo Deng the Hippo recommends H for Handwashing' with Lifebuoy

Lifebuoy, Unilevers largest hygiene soap power brand, has teamed up with an unexpected yet undeniably adorable partner: Moo Deng, a pint-sized pygmy hippopotamus who recently took the internet by storm. Together, they're spearheading the 'H for Handwashing' movement, redefining the letter H as a global symbol for handwashing, not hippos, horses, or houses! The brainpower of creative agencies MullenLowe Singapore and MullenLowe Lintas Group helped bring this splashy campaign to life. Moo Deng is no ordinary hippo; she's a star with a mind of her own. In her first-ever branded video, Confessions of Moo Deng, she reveals with all the flair of a true diva that shes not thrilled with following the family tradition of H for hippo. After observing hundreds of humans, shes come to an epiphany: the letter H could be doing something useful , like standing for handwashing! Who needs another alphabet book character when you could have a champion for hygiene? To get this idea moving, Moo Dengs calling on us humans to scan a QR code, which unlocks a portal to a delightful AI-powered hippo teacher. The animated instructor springs to life to teach kids all about #HforHandwashing through interactive games, customised activities, and catchy tunes. Powered by Lifebuoys tech-savvy AI-Teacher Hippo, this initiative aims to make handwashing with soap as second nature as singing the ABCs. Lifebuoy sees this as a major leap in its goal to ingrain handwashing into the lives of kids everywhere. As Khim Yin Poh , Lifebuoy's Global Brand Vice President, puts it, We are thrilled to work with the worlds most popular and adorable hippo Moo Deng, and the most tech-savvy and loving AI-Teacher Hippo, for our H for Handwashing campaign. As the worlds number one selling germ protection soap, Lifebuoys global movement aims to forever change how the alphabet is taught, with the simple recommendation that the letter H should not stand for hippo, horse or house, but should instead become a ubiquitous symbol for handwashing. We believe having the endorsement of Moo Deng in her first ever branded content video will reinforce our important message for children and adults alike, as a step towards improving handwashing behaviour around the world. Since the launch of the 'H for Handwashing' movement in 2020, Lifebuoy has been hard at work bringing hand hygiene education to schools worldwide. With partnerships spanning educational institutions, NGOs, and even Sesame Workshop, it has reached over 14 million children across 35 countries. Now, with Moo Deng on board, its adding animals to the influential ranks promoting handwashing! And timing couldn't be better. According to the World Health Organization and UNICEF, 646 million children still lack basic hygiene services at school. That's where AI-Teacher Hippo comes in as a game-changer, teaching kids about germ transmission, why invisible hands arent necessarily clean, and, of course, proper handwashing steps. Vinay Vinayak , Global Business Director, MullenLowe Singapore said, Every year Lifebuoy celebrates Global Handwashing Day as a marquee event, and this year, we want to reach out to more children and adults alike with our two new lovable champions: Moo Deng and AI-Teacher Hippo. While Moo Deng can win over audiences and convey the important message of handwashing through her adorable personality, AI-Teacher Hippo will be able to capture different childrens preferences by offering unique personalised experiences that make hygiene education both fun and unforgettable. Sarvesh Raikar , President (Creative), Lowe Lintas said, As the world is looking at innovative ways to use celebrities and influencers, we are proud of how we could use a unique global personality like Moo Deng to refresh our multi-country behaviour-change campaign #HforHandwashing. Moo Deng (Hippos) was integral to the campaign idea and the video Confessions of Moo Deng helps us deliver the core idea in an unsuspecting, memorable way.

42% of rural India engaged in digital payments, 23% in e-commerce: report

GroupM and Kantar have released the fifth edition of the Rural Barometer Report. The report highlights a 60% rise in the average FMCG basket size among rural consumers, from 5.8 in 2022 to 9.3 in 2024, driven by a growing preference for convenience products. This reflects the evolving lifestyle and rising purchasing power in rural areas. Regional variations exist, with states like Jammu & Kashmir (39%), Maharashtra (41%), and Odisha (26%) showing moderate growth in FMCG basket despite lower financial worries. This positive trend in the expansion of FMCG category basket is accompanied by growing rural incomes and diversity of income sources, including salaried income. The report offers insights that capture the current sentiments, consumption patterns, and economic behaviour of rural India. It also explores important aspects like the increasing adoption of digital technologies and their effects on various sectors, providing a comprehensive understanding of the rural landscape of India. The report highlights a significant divide between rural individuals with only agricultural income, who make up 19% of the population, versus those with diverse income sources, comprising the balance 81%. Those relying solely on agricultural income face higher financial concerns, affecting 82% of these, while those who have diverse income sources demonstrate less stress and enjoy larger basket sizes. In terms of media consumption, rural India is increasingly adopting a hybrid model that combines traditional and digital media, with 47% of the population engaging in this trend. This shift is more pronounced in regions with better digital infrastructure. However, states like Bihar, Jharkhand, Uttar Pradesh, Madhya Pradesh, and Chhattisgarh remain less digitally connected, necessitating targeted media strategies. Ajay Mehta , Managing Director, GroupM OOH Solutions in India added, The rural landscape is no longer just a geographical space, it's a digital frontier ripe with opportunities. As rural consumers embrace online platforms, brands must adapt their strategies to meet them where they are. By investing in digital initiatives that resonate with rural Indias aspirations, brands can contribute to the nations development and tap into a burgeoning market that promises substantial growth. 2024 Rural Barometer report shows that rural consumers are experiencing rising purchasing power and evolving lifestyles, as seen in increased basket sizes and a preference for convenience products, despite ongoing financial concerns. Regional differences in financial resilience are linked to diverse employment opportunities. We are also seeing rural media consumption shifting toward a hybrid of traditional and digital formats, though digital access remains uneven across states. said Puneet Avasthi , Director, Specialist Businesses, Insights Division, Kantar. As rural India continues to evolve, digital platforms are playing an increasingly vital role in reaching and engaging consumers. From payments and e-commerce to gaming and lifestyle content, the digital landscape is expanding rapidly. While traditional media remains influential, a hybrid approach that leverages both online and offline channels is key to effectively connecting with rural audiences. By understanding the evolving needs and preferences of rural consumers, brands can capitalise on the immense growth potential of this market. Rural consumers are increasingly drawn to lifestyle-focused content such as fashion, health, and travel, reflecting a growing interest in topics that enhance their daily lives and align with their aspirations. Additionally, the report underscores a significant shift in rural India towards digital payments, which now reaches 42% of active internet users and e-commerce, representing 23% of active internet users. This shift reflects growing financial and digital inclusion in rural India. Highlights: Rural India has seen a marked increase in the average basket size from 5.88 in 2022 to 9.3 in 2024, driven by higher consumption in convenience categories like RTE, beverages, etc. States where rural consumers have fewer concerns about the current financial situation have largely shown higher growth in basket size. Rural consumers with diversified income streams display the least financial concerns and have larger monthly category basket sizes. Rural India's media consumption is increasingly hybrid, with nearly 1 in 2 of rural consumers exposed to both online and offline media. Telecom and Digital can be effective in providing incremental reach in Hindi-speaking markets. Digital platforms for payments, e-commerce, and gaming platforms are gaining traction, while genres like fashion, travel, and fitness are popular among rural online users, reflecting a growing interest in lifestyle-oriented topics.

Google India's Mansi Khanna elevated to Director of Ads, Brand and Reputation Marketing

Mansi Khanna , formerly Google Indias Head of Ads Marketing for Large Customers and SMBs, has been promoted to Director of Ads, Brand, and Reputation Marketing, as announced in a LinkedIn post. In her new position, Khanna will oversee ads marketing for large businesses and small-to-medium-sized enterprises, supporting Indian businesses in utilising Googles platform. She will also lead brand and reputation marketing efforts to enhance the company's role in fostering an informed and engaged society in India. With more than a decade at Google, Khanna began her career as a project manager at consulting firm Inductis, followed by a role at Strategic Decisions Group. She joined the company as a Product Marketing Manager for SMB Global Marketing in the U.S. in 2014, before moving to Google India in 2015 as Head of Consumer Marketing for Devices, Services and Assistant.

greytHR appoints Archana Chopda as Vice President of Marketing

greytHR, the HRMS provider for hire-to-retire people and payroll solutions, announced the appointment of Archana Chopda as its Marketing Head. In her new role as Vice President, Marketing, she will lead the companys global growth marketing operations. Chopda is a strategic revenue marketer with two decades of experience across multiple industries and B2B/B2C product categories. She has launched products, developed new markets, and positioned brands at HP Americas, GE (Industrial and Healthcare), Salesforce, and Microsoft. Its a pleasure to have Archana on our leadership team. I am confident that her tech marketing expertise and result-oriented approach will help us maximize the potential of our product and brand. I welcome her on board and wish her the best of luck in all her endeavors, said Girish Rowjee , Co-founder and CEO, greytHR. Chopda has led several digital transformation projects, working with C-suite executives, and change management programs involving various stakeholders and leadership across countries and regions. I am delighted to welcome Archana to the greytHR family. Since our current accent is on business growth and market expansion, I am confident that her expertise will deliver immense value to our organisation, stated Sayeed Anjum , Co-founder and CTO, greytHR. I am excited to join Girish and Anjum to take greytHR to the next phase of growth in India, the ME, and Asia. With 27,000+ customers around the globe and a robust product offering in the HRMS domain, I am confident that greytHR is poised for significant expansion in these key markets, said Archana Chopda , Vice President, Marketing, greytHR. Chopda is an active pro-bono mentor to young marketing professionals and aspiring women leaders seeking to grow in their career journey. She is also an advisor and mentor to women entrepreneurs and start-up founders across the globe. She has also bagged multiple awards, including Asias 100 Powerful Women Leaders 2023 and Global Power Leader in Marketing & Communications 2023 by White Page International. She also featured in the Top 100 Indias Most Influential Marketing Leader for 2022 list by World Marketing Congress, CMO Asia.

Ayesha Huda joins Mars Pet Nutrition India as CMO

Ayesha Huda has joined Mars Pet Nutrition India as Chief Marketing Officer, marking her return to FMCG after four years in consumer tech. She announced her new role in a LinkedIn post, expressing enthusiasm for the company. She said in the post, I'm excited to announce that early August I started a new stint as CMO at Mars Pet Nutrition India. I am thrilled to return to FCMG after 4 years in Consumer Tech and an especially rewarding stint at Prime Video & Amazon MGM Studios India, heading content marketing. Thank you to Sushant Sreeram & Gaurav Gandhi for being guiding lights in both my stints. At Mars Pet Nutrition I will be shepherding most loved brands Pedigree, Whiskas & Sheba, leading a team of sharp marketers. Anyone who knows me personally will know how close the category is to my heart, ever since I have adopted and become a pet parent to 4 year old cocker spaniel Coco & 9 year old freagle Kylie. I look forward to shaping pet parent lives under Salil Murthy 's leadership. Huda brings experience from senior roles across different consumer brands. Most recently, she was Head of Marketing for Content at Prime Video and Amazon Studios, following her role as Head of Consumer Marketing at Instagram. She has also held key marketing positions, including Service Marketing Lead at Amazon Prime Video India, Marketing Manager at Unilever, Brand Planning Associate at Leo Burnett India, and Account Planner at JWT. An alumna of the Indian School of Business, Hudas experience spans brand management, sales planning, brand strategy, consumer insights, digital marketing, communication planning, and market research.

Vipin Unni joins OTT platform aha as Chief Marketing Officer

Vipin Unni has joined OTT platform aha as Chief Marketing Officer, following his role as Head of Strategy for the Malayalam and Telugu cluster at Sun TV Network. Unni announced his new position in a LinkedIn post. In his role at aha, Unni will focus on driving subscriptions, expanding brand presence, and building brand loyalty through the use of audience insights and trends. He aims to design impactful content campaigns that engage viewers and reinforce aha as a relatable and trusted brand, boosting subscriber growth through targeted marketing and loyalty strategies. With over 22 years in consumer marketing, Unnis career began at Hindustan Unilever as a territory sales in-charge. His professional background includes roles at Reliance Infocomm, Airtel, and Star TV Network, spanning OTT, general entertainment channels, telecom, and FMCG sectors. His experience covers consumer marketing, including content communication, brand and media portfolio management, brand building, acquisition and retention strategies, rural reach, and product distribution.

Lilly India announces Gaurav Mehta as Senior Director of Marketing & Strategic Capabilities

Gaurav Mehta , former Chief Marketing Officer at Noise and recently Operating Director at Rukam Capital, has been appointed Senior Director of Marketing and Strategic Capabilities at Lilly India, as announced in his LinkedIn post. In his new role, Mehta will focus on enhancing Lilly Indias marketing strategies and building strategic capabilities to drive growth in the Indian market. His leadership background includes senior roles at OLX South Asia, GirnarSoft, Zupee, and Yahoo, where he led consumer engagement, brand development, and digital strategy initiatives. Starting his career as a project manager at Elephant Design, Mehta has held marketing and strategy roles at JWT, Brand DNA, iSmart Panache, and Yahoo. His extensive experience in brand building and digital transformation will be instrumental in advancing Lilly India's presence and market engagement. A graduate of the Mudra Institute of Communications, Mehta holds a postgraduate degree in brand management, media, market research, and marketing.

CCPA proposes strict penalties for surrogate advertising in new guidelines

The Central Consumer Protection Authority (CCPA) is drafting new regulations aimed at prohibiting celebrities and influencers from promoting alcohol and tobacco products through surrogate advertising. According to reports , the guidelines could impose fines of up to Rs 50 lakh for violations linked to surrogate advertisements. Under the proposed rules, celebrities and influencers involved in surrogate advertising may face a penalty of Rs 10 lakh for a first offense, with the fine increasing to Rs 50 lakh for subsequent violations. The draft guidelines stress that influencers and celebrities must refrain from endorsing restricted products such as alcohol and tobacco. Those promoting items like soda, bottled water, CDs, USB drives, or clothing are required to ensure these products do not feature branding, messaging, or packaging that closely resembles alcohol or other restricted brands. India enforces a complete ban on tobacco and alcohol advertising, but liquor brands often circumvent the ban by promoting non-alcoholic products with similar branding. The new regulations aim to prevent brands from subtly promoting restricted items by associating them with permissible products. Recently, the CCPA issued notices to major companies, including Bacardi, Pernod Ricard, United Breweries, Radico Khaitan, and William Grant & Sons, for allegedly promoting alcohol indirectly through non-alcoholic products that featured similar branding.

Lilian Weng departs OpenAI in latest shift among AI safety researchers

Another prominent researcher is departing OpenAI, as Lilian Weng, the startups vice president of research and safety, announced her resignation on Friday after seven years with the company. Weng has served as VP since August and previously led the companys safety systems team. In a post on X, formerly Twitter, Weng reflected on her tenure, writing, After 7 years at OpenAI, I feel ready to reset and explore something new. Her last day with the company will be 15 November, though she has not disclosed her next career move. I made the extremely difficult decision to leave OpenAI, Weng continued. Looking at what we have achieved, Im so proud of everyone on the Safety Systems team and I have extremely high confidence that the team will continue thriving. Wengs departure follows a wave of exits from the company among safety researchers, policy analysts, and executives who, over the last year, have cited concerns about the companys direction. Several departing employees have publicly questioned the companys commitment to prioritising AI safety alongside the development of its commercial products. In 2023, Weng was tasked with leading the safety systems unit, a team now comprising more than 80 scientists, researchers, and policy experts dedicated to ensuring AI safety measures for the company expanding its technology portfolio. Wengs career with OpenAI began in 2018 on the robotics team, which built a Rubiks cube-solving robotic hand in a two-year project. She then transitioned to the companys applied AI research team in 2021, aligning with the companys shift toward language models like GPT-3 and GPT-4. Her resignation comes after the exits of several other high-profile employees, including Ilya Sutskever and Jan Leike, who led the now-disbanded Superalignment team focused on developing safety protocols for superintelligent AI. Both left OpenAI this year to continue their work on AI safety at other organisations. Further departures include Miles Brundage, a policy researcher who announced in October that the company had disbanded its AGI readiness team, and Suchir Balaji, a former researcher who, according to the New York Times, left the startup because he believed its technology would cause more harm than benefit to society. In recent months, former CTO Mira Murati , chief research officer, Bob McGrew, research VP Barret Zoph, and co-founder John Schulman have also exited the company. Some of these individuals, including Leike and Schulman, have since joined OpenAI competitor Anthropic, while others have gone on to launch independent ventures. The turnover at the company highlights the shifting priorities within the AI industry as companies like OpenAI pursue advanced AI capabilities at scale.

Case Study: How CASA BACARD blended cinema, salons & social events to engage Indian youth during Halloween

In recent years, Halloween has increasingly resonated with Indias youth, growing into a significant cultural event. Over the past five years, CASA BACARD has become a known figure in the Halloween landscape, offering experiences that encourage self-expression. For Halloween 2024, CASA BACARD launched a three-week, nationwide campaign under the theme Give Into Your Mood, aimed at engaging audiences with interactive experiences centred around creativity and self-expression. The initiative culminated in Mumbai with a Halloween event, reinforcing Halloween as a platform for creative exploration and setting new standards for the celebration's cultural relevance in India. Category Introduction India is the largest global market for rum and is also one of the most rapidly growing ones. This growth is fueled by evolving consumer preferences and increasing demand for new flavoured rums. The rum market in India is projected to generate substantial revenue, reaching $1.2 billion in 2024, largely from at-home sales (supermarkets and convenience stores), while out-of-home sales, including restaurants and bars, contribute $34.7 million. Revenue from at-home sales is anticipated to grow annually at a rate of 3.48% from 2024 to 2029. On a global scale, the United States leads with the highest at-home revenue, valued at $1.569 billion in 2024. In India, this translates to an average per capita revenue of $0.82 for at-home rum sales. In terms of volume, at-home rum consumption is expected to reach 236.5 million litres by 2024, while out-of-home consumption stands at 4.1 million litres, totalling 240.6 million litres. However, a slight decrease of 0.8% is projected for at-home volume in 2025. The average at-home volume per person in India is estimated at 0.16 litres in 2024, reflecting evolving consumer preferences and the growing significance of rum within Indias spirits market. Brand Introduction BACARD is a global rum brand, known for its rum offerings. With a longstanding history in India, the brand has introduced rum spirits such as the BACARD Carta Blanca and BACARD Limon. The brand explores new touchpoints and builds new cultural connections to better meet consumers in the spaces they enjoy and relate to. It leverages social media and digital platforms to promote the brands ethos that emphasises enjoyment, creativity, and self-expression. Its social media presence helps amplify reach and better connect with consumers, tapping into trending conversations and bringing them new offerings that meet their preferences, be it in the spaces of spirits and cocktails, or cultural trends. Summary The brands Halloween campaign centred around CASA BACARD Halloween, featuring a 3-week takeover offline as well as online leading up to its Halloween party. Designed as an experiential, immersive campaign, the party aimed to capture the spirit of Halloween, creating a space for guests to express themselves freely while embracing the festive atmosphere. This year, the brand partnered with Homegrown to produce a short film directed by co-founder and CEO Varsha Patra , where five characters explore different sides of themselves, setting the tone for an introspective and expressive Halloween. The Halloween campaign unfolded over four stages. It kicked off with a cinema takeover, hosting a Halloween-themed screening at Mumbais Liberty Cinema, followed by a DJ set and themed party. The second stage saw a salon takeover in Mumbai, where guests enjoyed spooky makeovers for the Halloween season. The third stage, CASA BACARD & Social Offline hosted an 8-day Halloween takeover, featuring a special cocktail and food menu across four major cities that captured the spirit of the season. The festivities culminated at the Halloween Party at Great Eastern Mills, a venue featuring performances from Indian artists, immersive experiential zones, and specially curated food and cocktails. Under the theme Give In To Your Mood, the campaign celebrated self-expression and creative individuality, reinforcing the brands association with celebration, self-expression, and the festive spirit of Halloween. Problem Statement/Objective The objective of the campaign was to amplify and highlight the occasion of Halloween as a platform for self-expression and celebration among the Indian audience. Brief CASA BACARD Halloween is an event crafted to offer an immersive space where consumers can fully embrace self-expression while celebrating the cultural phenomenon of Halloween. The brand briefed the Homegrown team to approach this event as an opportunity to inspire creativity and individuality, qualities that are central to the brands ethos, and to identify touchpoints that capture consumer attention effectively. The primary goal was to elevate the celebration with unforgettable experiences, amplifying the spirit of creativity and festivity that forms a core pillar of the brand. Creative Idea Creating four immersive and experiential events marking the Halloween celebration, where consumers can engage with the brand and the occasion while enjoying the best of the celebrations. The three events were: Exclusive movie screening and afterparty at Liberty Cinema, Mumbai CASA BACARD X You Do You Hair: Halloween-themed salon takeover at You Do You Hair Salon for spooky makeovers in Mumbai CASA BACARD X Social Offline: 8-day Bar takeover, offering a special cocktail and food menu across four major cities Multi-stage CASA BACARD Halloween party, CASA BACARD Halloween party, in Mumbai Challenges To maintain creative consistency across diverse formats and ensure the multi-mood concept aligns seamlessly with the brands identity. Execution Social Media This year, the Halloween campaigns approach centred on crafting creative Halloween storytelling, both offline and online, that resonated with urban Gen-Z and millennial consumers. It was designed to capture their varied interests through innovative, new-age formats of creative expression, with the concept of moods as the core focus. Campaign Platform: Give in to your mood The Four Moods: In the mood to express In the mood to explore In the mood to stir it up In the mood to shapeshift The Brand Film: View this post on Instagram A post shared by Homegrown (@homegrownin) The film immersed viewers in the Halloween spirit, encouraging them to embrace the many facets of themselves during this key cultural occasion. The brand partnered with a diverse group of influencers that resonate with the brand philosophy and Halloween campaign to Give Into Your Mood to enhance the experiences and amplify its reach on Facebook and Instagram. This collaboration aimed to connect with the brands' target audience in an authentic and engaging manner, ensuring that the campaign resonated well across social platforms. Social media posts View this post on Instagram A post shared by En Lai Phukan (He/Him) (@chowenlai) View this post on Instagram A post shared by Jahanvi Choudhary (@justjanvi) Results Overall impact: 47.3 million reach across digital platforms 27.12 million views across digital platforms Qualitative Result: CASA BACARD Pre-Party at Liberty Cinemas Total Footfall: 400+ CASA BACARD Halloween Party Total Footfall: 1,820+ Ashish Jha, Brand Lead, BACARD said, The CASA BACARD Halloween campaign was focused towards creating a holistic 360 plan where guests can fully experience Halloween both online as well as offline, and express themselves freely. The three on-ground experiences brought together a variety of touchpoints and consumer interests, such as cinema, music, dance, makeup, and of course, horror themes through our curated dcor, artists, venue, and cocktails. Together, we aimed to bring our audiences into a world where they can express their most creative and adventurous sides, and celebrate Halloween to its fullest. Its this fusion of creativity, culture, and connection that embodies BACARD's commitment to making moments matter for our consumers.

Are misleading ads by start-ups a sign of a deeper governance malaise?

The consumer landscape has undergone dramatic shifts over the past few years, largely driven by the rise of online-first companies. These startups, particularly those in the direct-to-consumer (D2C) space, are rewriting the rules of consumer marketing and distribution, leaving traditional consumer brands scrambling to keep pace. With bold innovations in influencer marketing, social commerce, and content-driven campaigns, D2C startups are setting the pace for what modern advertising looks like. The diversity within the D2C sector is vast, spanning everything from food and beverages, personal care, and baby care to health and wellness, fashion, pet care, electronics, and even travel. According to a recent report by 1Lattice and Sorin Investments, India's D2C market is expected to reach a staggering $61.3 billion by FY-27, with an annual growth rate of around 38 percent. Such promising numbers speak to a huge demand and consumer willingness to spend more for unique products and services. Many D2C brands have tapped into this consumer enthusiasm by offering niche products that appeal to a discerning audience. However, as these brands race to scale and capture market share, they may be venturing onto shaky ground. And there is a troubling question that arises - are these new approaches skirting ethical lines, and if so, does this point to deeper governance issues? A review at the annual reports from the Advertising Standards Council of India (ASCI) reveals a worrisome trend. ASCI has found that some D2C startups are trading off ethical communication practices for fast-paced advertising strategies, especially in influencer-driven digital marketing. These startups sometimes rely on exaggerated claims, misrepresentations, and quick-fix advertising tactics that can mislead consumers. The numbers paint a concerning picture. Personal care has become one of the top three violative sectors, with ASCIs Complaints Report of 2023-24 indicating that 13 percent of all ads it processed came from this sector alone. Additionally, a previous report by ASCI in 2023 on Personal Care, Influencer and the D2C Space , found that 85% of the Influencers ( period 2021-22 and Q1-Q3 2022-23) collaborating with personal care brands, were associated with D2C brands. Initially, it might seem like these missteps are simply an oversight, an inadvertent byproduct of youthful ambition and resource constraints. Many startups operate with limited marketing and legal expertise, which can lead to some unintentional breaches of advertising guidelines. However, as these violations persist and increase, it begs the question- are these missteps truly incidental, or do they reflect a more problematic mindset? To understand this, we must deep dive into the startup culture itself, particularly in the D2C world. For many of these companies, the primary focus is on rapid growth, often at the expense of cautious brand-building. In their quest to attract customers and stand out in a crowded digital marketplace, many D2C startups are tempted to use eye-catching claims and flashy marketing tactics. The pressure to perform is intense, with investors demanding quick returns. In this high-stakes environment, ethical advertising may seem less critical than driving conversions. However, as weve seen with several high-profile cases, cutting corners in advertising can backfire spectacularly. Misleading claims, once uncovered, damage a brands credibility and erode consumer trustboth of which are invaluable for long-term success. As an example, ASCI had picked up numerous cases of false advertising by a prominent start up advertiser in the Ed-tech category. This company had been continuously featuring global tech gurus in their ads. Needless to add, most of these people had no clue that they were being represented as endorsing this service. The ads blitzkrieg, with unsubstantiated promises, added to its list of errors such as unwise financial decisions and resource allocations. The company was then acquired but the brand couldnt survive. The misleading advertisements were just one of the many external symptoms of a deeper malaise of poor governance and ethics. Governance structures are crucial for keeping companies on the right track, especially in areas such as marketing where the line between creative liberty and ethical responsibility can blur. Established brands often have comprehensive legal and compliance teams to ensure their advertising meets regulatory standards. For startups, however, this level of oversight may be viewed as cumbersome or unnecessarya perception that can lead to systemic issues. The culture within many D2C startups often values agility and innovation, which are indeed vital for success. But when governance is lax or overlooked in favour of speed, it becomes all too easy to have a dismissive attitude toward rules and regulations. Startups in the D2C space must recognise that ethical advertising isnt just about ticking regulatory boxes; its a cornerstone of sustainable brand building. As more D2C players enter the market, building trust with consumers will be paramount. And only those with robust governance structures, including honest communication, will thrive in the long term. 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.

Inside Singham Again vs. Bhool Bhulaiyaa 3's nostalgia-fueled marketing for Diwali

The anticipation surrounding the box office clash between Bhool Bhulaiyaa 3 and Singham Again this Diwali has evoked memories of the viral #Barbenheimer phenomenon, where audiences were encouraged to embrace both competing films for a dual cinematic experience. Released on November 1, this head-to-head competition was part of Bollywoods tradition of major Diwali releases going toe-to-toe in a spectacle of star power and fan devotion. Both films have distinct legacies and dedicated audiences, yet share a strategic reliance on nostalgia in their marketing. Bhool Bhulaiyaa 3 tapped into the eerie, comedic essence of its beloved predecessors, bringing back Vidya Balan and Kartik Aaryan to explore deeper themes of identity. Meanwhile, Singham Again, helmed by director Rohit Shetty and starring Ajay Devgn, continues the franchises iconic battle against corruption, echoing the grandeur reminiscent of the Ramayana. The unique timing this year, overlapping Halloween and Diwali, added thematic layers - one film embracing supernatural humour and the other showcasing epic heroics. This storm of nostalgia, star-studded casts, and festive vibes heightened audience enthusiasm, setting the stage for a memorable cinematic rivalry that celebrated both the warmth of Diwali and the thrill of Halloween. In this article, we take a look at both the movies marketing strategies. Singham Again: Diving into the lore of Ramayana The highly anticipated Singham Again, part of a sequel in Rohit Shettys high-octane cop universe, stars Ajay Devgn in the title role, alongside Akshay Kumar, Ranveer Singh, Tiger Shroff, Kareena Kapoor Khan, Deepika Padukone, Arjun Kapoor and Jackie Shroff. It is the fifth instalment of Shetty's Cop Universe franchise, bringing back Ajay Devgn as the formidable Bajirao Singham, the film not only seeked to continue its legacy by building upon cultural relevance in the digital age. Early Teasers and Strategic Releases Rohit Shettys initial marketing move was a series of compelling character posters that introduced Deepika Padukones avatar as Shakti Shetty. These posters, along with several other character posters, released well before filming concluded, established the films tone and sparked widespread discussions. View this post on Instagram A post shared by Rohit Shetty (@itsrohitshetty) This information was amplified by Ajay Devgns appearance on Koffee with Karan , where subtle mentions of the film kept fans engaged and the conversation lively. Such media appearances served as a well-calculated breadcrumb trail, gradually leading audiences toward the films core. View this post on Instagram A post shared by Rohit Shetty (@itsrohitshetty) The release of the four-minute trailer was a pivotal moment since it gave a glimpse of a short film. Unveiled in an event featuring key cast members, the trailer showcased the blend of high-stakes action and emotional narrative. To add to the nostalgia, the original Singham was re-released in theatres, a move that not only allowed new audiences to experience the franchises roots but also rekindled fond memories for long-time fans, reigniting their excitement for the upcoming sequel. View this post on Instagram A post shared by Rohit Shetty (@itsrohitshetty) The Ramayana Influence A unique aspect of Singham Again lies in its integration of the Ramayana . The films themes of justice and the ultimate triumph of good over evil align with the mythological epic, a connection that Shetty amplified by anchoring promotions around Diwali, a festival symbolising the victory of light over darkness. The release of the song Jai Bajrangbali, which surged to over 25 million views on YouTube within 24 hours, further solidified this connection. View this post on Instagram A post shared by Reliance Entertainment (@reliance.entertainment) The film's promotional team also tied the narrative to the celebration of Dussehra through the #RavanDahan event. With Ajay Devgn and Kareena Kapoor present at a grand event in Delhi, the films essence was woven into the cultural fabric of the season, emphasizing the timeless struggle between virtue and vice. View this post on Instagram A post shared by Reliance Entertainment (@reliance.entertainment) The actors individually also shared the tale behind Ramayana in short videos, tying the significance of the mythology into its storytelling. View this post on Instagram A post shared by Ajay Devgn (@ajaydevgn) Forging Brand Partnerships Singham Again elevated its marketing through strategic partnerships with some of the brands including Mahindra, Ashok Leyland, and luxury automobile companies such as Range Rover, Audi, and Mitsubishi, all aligning with the films theme of power and speed. It also collaborated with POCO, where the tech brand launched the POCO X6 Series, positioning it as a device in line with Singhams iconic persona. Further, its partnership with Swiggy engaged in a social cause. Swiggy and the movies team set a Guinness World Record by delivering 11,000 vada pavs to schools across Mumbais underprivileged areas through Robin Hood Army. Community Engagement The promotional team placed a strong emphasis on fan interaction. PVR Cinemas initiated a social media quiz that engaged fans and generated organic online discussions. View this post on Instagram A post shared by PVR Cinemas (@pvrcinemas_official) Moreover, hints and speculation about special appearances, like Salman Khans potential cameo as Chulbul Pandey fueled excitement. To further fuel the anticipation, the team promoted the film on Big Boss, which is hosted by Salman Khan. View this post on Instagram A post shared by Reliance Entertainment (@reliance.entertainment) By tapping into cultural sentiments and embracing promotional activities, Singham Again's marketing heavily relies on communicating the action with a mythological story that resonates with audiences emotionally and experientially. Bhool Bhulaiyaa 3: A nostalgic reimagining The release of Bhool Bhulaiyaa 3 , directed by Anees Bazmee, reawakened the charm and eerie mystique of the beloved franchise starring Kartik Aaryan, Vidya Balan, Madhuri Dixit, and Tripti Dimri, blending comedy, horror, and nostalgia in its marketing. Manjulikas Return The narrative continues to explore the story of Manjulika, the vengeful spirit originally played by Vidya Balan in the 2007 classic. Her characters depth - a dancer whose autonomy and love were stripped away due to her choices - resonates strongly even after years. This tragic backstory evokes empathy and aligns with universal feelings of being stifled or misunderstood. The new instalment delves into themes of self-expression and identity, primarily from Manjulikas perspective, emphasising the consequences of losing one's freedom to be oneself. One of the highlights of Bhool Bhulaiyaa 3 is the addition of Madhuri Dixit, who shares the screen with Vidya Balan. The two actresses play ghostly counterparts, with their roles teased in the trailer, igniting excitement among fans. View this post on Instagram A post shared by tseriesfilms (@tseriesfilms) The films dance number, Ami Je Tomar 3.0, featuring both Dixit and Balan, was especially anticipated. While Balan left audiences spellbound with her performance in the original, Dixit's involvement brought added elegance, fueling interest in the new rendition. View this post on Instagram A post shared by tseriesfilms (@tseriesfilms) Reviving Iconic Music The third instalment revisits and revitalises its signature music, including the title track. T-Series amplified anticipation by releasing sneak peeks and holding a launch event. Social media was abuzz with snippets and actor interactions promoting the soundtrack, bringing the movies musical identity to life once more. Its album was released in collaboration with Spotify which saw several famous singers coming on board. View this post on Instagram A post shared by tseriesfilms (@tseriesfilms) Embracing Nostalgia and Engagement The promotional campaign saw Kartik Aaryan and Vidya Balan embark on a promotional tour that included engaging college visits and leveraging Navratri festivities, where they played Garba at various locations such as Ahmedabad and Surat. The movies marketing leaned into nostalgic callbacks, bringing audiences through the journey of the franchise's past and present. View this post on Instagram A post shared by T-Series (@tseries.official) View this post on Instagram A post shared by T-Series Bollywood Classics (@tseriesbollywoodclassics) The stars also made strategic appearances, such as joining the Pro Kabaddi League season opener and participating in popular TV shows like Kaun Banega Crorepati , further boosting visibility. View this post on Instagram A post shared by T-Series (@tseries.official) On digital platforms, challenges invited fans to recreate the iconic title track's hook step , while meme content referencing memorable Bollywood moments, like Majnu Bhais painting, expanded the movies cultural touchpoints. View this post on Instagram A post shared by T-Series (@tseries.official) Additionally, Aryan was seen at musician Alan Walker's concert in a bid to promote the movie. Influencer and Creator Collaborations Collaborations with digital content creators played a vital role in keeping the promotional momentum. Kusha Kapila joined the campaign by sharing a festive reel that humorously shifted to a Halloween vibe, nodding to the spookiness of Manjulika. Such collaborations kept the film relatable and top-of-mind for a younger audience. View this post on Instagram A post shared by Kusha Kapila (@kushakapila) It's brand partnership was with Senco Gold & Diamonds, which leveraged the film for in-film promotions. The marketing strategies behind Singham Again and Bhool Bhulaiyaa 3 exemplify how storytelling, rooted in nostalgia and bolstered by strategic partnerships and community engagement, can amplify a films impact. By weaving cultural themes and leveraging multifaceted promotional tactics, both films connected past and present narratives, appealing to long-time fans.

Did Diwali ads stand out this year? Creative heads disagree

When you think of iconic Diwali ads, you can't help but think of ads like Cadbury Khadoos Chacha , or HP Indias #ThodiSiJagahBanaLo ad that showed emotions like home-coming, gift giving and a strong community. Khadoos Chacha was made more than a decade ago, and the HP one was made two years ago. But while these nostalgic themes might have once stirred emotions, many industry insiders hoped this Diwali would be different but were left disappointed. There wasn't any [Diwali] ad that stood out for me this season. - Naresh Gupta , Co-founder, of Bang in the Middle Abhijat Bharadwaj , Chief Creative Officer, Dentsu Creative Isobar said, While reviewing Diwali ads this year, I thoroughly enjoyed seeing how, just as we recycle gifts and Soan Papdis each Diwali, the industry recycled its ad templates (and even the Soan Papdi meme). The missing spark of originality While ads that revolve around family gatherings, exchanging gifts, and performing rituals resonate with cultural significance, the repeated use has diluted their impact, leaving creative folks yearning for something different. This approach has left creative minds wanting more from the industry this season, as experts noted that originality was missing. Rahul Tekwani , Managing Partner at Branding Edge Strategies, felt that most ads this year were redundant. This Diwali, a majority of the campaigns felt repetitive, with brands largely reusing familiar approaches and themes instead of bringing fresh, innovative ideas to the table. The decision to release ads just days before the festival may have aimed to capture last-minute excitement, but it ended up losing the build-up and anticipation that longer campaigns bring, he added. Gupta had similar frustrations, noting how stereotypical imagery and formulaic storytelling still define many Diwali ads. The ads are all formulaic and ridden with stereotypes that we can do away with. For any festival ad to stand out, it has to be a part of the culture of the brand. The brands that do not come from India struggle with this. Diwali, for them, is a shopping festival, and that superficiality is seen in their advertising. For brands that are Indian, they have never built Diwali as a part of their strategy, for them, it's just one more festival. In both cases what we see is a formula, and as formulae go, the ads do not make an impression. Bhardwaj said, The overall festive messaging felt safe this year and lacked the innovation that could make Diwali campaigns truly stand out in a memorable way. To Gupta, this lack of creativity in festive campaigns is particularly disappointing because festival advertising is among the toughest to execute effectively. He added, Marrying festive codes with brands appeal are really tough, the balance is almost impossible to create. Experts also noted that the majority of Diwali ads were overly product-centric, with a transactional feel. Gupta said, I do see more and more transactional festival advertising. Memorable advertising appeals are not easy, and I do not see brands making efforts to be different. Bharadwaj said, Overall, the ads felt like glorified product showcases with out-of-focus Diwali lights in the background. Gupta believes that this challenge stems from both sides, clients often focus on sales-driven narratives, while agencies face constraints in pushing back against these limited creative briefs. Brands that have still got it Amid a sea of repetitive Diwali ads this season, a handful of brands managed to capture attention with more nuanced, meaningful storytelling. This Diwali, creativity felt refreshingly personal and authentic. Brands moved away from flashy visuals, instead capturing intimate, heartfelt moments that resonated deeply. New narratives emphasised Diwalis rich diversity and eco-friendly celebrations, which added a modern and mindful touch, said Suketu Gohel - Head of Art, Schbang. An example of this is Sabhyathas #CelebratingMotherhood campaign, which focused on motherhood and threw light on the importance of supporting new mothers and creating empathetic work environments, fostering their growth. Gohel also noticed that a few brands tapped into tech this Diwali. He said, This Diwali showcased exciting new trends like AR and VR experiences that brought playful, interactive elements, blending digital engagement with traditional customs. Daburs Mixed Reality ad for Chyawanprash, for instance, addressed the pressing issue of smog, cleverly tying the message back to its product. View this post on Instagram A post shared by Flam: Mixed Reality (@flamappofficial) For Bharadwaj, a standout campaign that worked for him was Flipkarts ADd TO BRAG campaign. This was a user-generated campaign (UGC) which allowed users to send personalised social media ads to their friends. Bharadwaj felt this ad had a strong concept but the execution could have been better. What they hoped to see Reflecting on Diwali campaigns this year, a period when advertising fervour is at its peak, creative folks expressed a strong desire for more daring and diverse storytelling approaches. From cross-cultural themes to narratives rooted in sustainability, the industry has long sought to see brands venture beyond the safe boundaries of nostalgia and family reunions. Rahul Tekwani said, It would have been great to see brands explore bolder themes, like cross-cultural fusion, sustainability, or modern spins on ancient myths. While some campaigns experimented with playful and humorous storytelling, the overall festive messaging felt safe this year and lacked the innovation that could make Diwali campaigns truly stand out in a memorable way. Diwali 2024 offered glimpses of innovation, with a few campaigns harnessing technology, community-driven storytelling, and socially responsible themes to create more meaningful connections. As brands look ahead, creative heads urge them to reconsider their approach to festival advertising. By investing in more thoughtful, authentic storytelling that transcends formulaic themes, brands have the chance to craft campaigns that not only drive engagement but also leave a lasting cultural impact.

Metas AI to spot teens lying about age on Instagram

Under mounting scrutiny from parents and lawmakers over teen mental health concerns, Meta is deploying artificial intelligence to detect underage users lying about their age on Instagram, reportedly planning to automatically place suspected under-18 users into restrictive privacy settings. The system called the adult classifier, will sift through data from users profiles, follower lists, and even happy birthday messages from friends to help predict age. Those found to be under 18 will reportedly be switched to new teen accounts, introduced in September, which include tighter privacy controls such as limits on messaging and content visibility. Teens who attempt to increase their listed age will need to submit formal identification or a video selfie verified by the third-party service Yoti. The system, however, still allows for those aged 16 or 17 to manually adjust settings, while younger users need parental consent to turn off restrictions. These new measures come as the company faces lawsuit from several state attorneys general, accusing the company of contributing to a mental health crisis among teens. The company has also been challenged by a history of complaints, including whistleblower allegations in 2021 that Metas own research suggested Instagram could negatively impact teenage girls mental health. Enforcing age limits, however, remains a challenge. A recent study by the UKs telecommunications regulator revealed that a third of minors with social media accounts claim to be 18 or older, and online age verification remains minimal on many platforms. Unlike other sites, Meta reportedly plans to flag accounts using the same email but with different birthdays and to check device IDs to identify users creating multiple accounts. The age verification debate has led some executives to suggest that app stores, such as Google Play and Apples App Store, could help regulate age limits. But representatives from both Apple and Google have expressed concerns, citing privacy and data minimisation issues. For now, Meta is still refining its approach. Although accuracy improvements are underway, users wrongly classified as teens may appeal to have restrictions removed in the future.

Meta cracks down on political ads with tougher transparency rules

Meta has introduced enhanced policies on Facebook and Instagram to increase transparency and safeguard election integrity, outlining new rules for ads related to social issues, elections, and political content. The measures, announced by Meta, require advertisers to complete a detailed authorisation process to ensure legitimacy and authenticity in political advertising on its platforms. The company categorises ads as political or social issue content if they pertain to candidates, political parties, or any election-related advocacy, including go out and vote messages. Ads focusing on social issues or those regulated as political advertising in the placement country also fall under these categories. Advertisers must reside and be located in the targeted country to complete the authorisation process, and the company requires all documents to be locally issued and valid. Ads without proper authorisation or disclaimers will be paused and stored in Metas Ad Library until compliance is verified. Selected advertisers, including certain charitable and humanitarian organisations in the European Union, United Kingdom, and United States, are permitted to run social issue ads across multiple countries, though these ads cannot include electoral content. Eligible intergovernmental organisations and EU institutions may also run these ads under the company's Terms and Conditions. The company's policy does not support several ad placements for social issue content, including Messenger, WhatsApp, Marketplace, and certain video and dynamic ad formats. Ads primarily promoting a product or service may not require authorisation, though this exemption does not apply to products or services associated with politicians, political parties, or legislation.

Australia proposes social media ban for children under 16 years of age

Australia's government will introduce what it describes as world-leading legislation to ban children under 16 from social media, a move aimed at mitigating the online 'harm' facing Australian youth, according to Prime Minister Anthony Albanese. The proposed laws, set to be tabled in parliament next week, would place responsibility on social media platforms to enforce age restrictions. This one is for the mums and dads, They, like me, are worried sick about the safety of our kids online. I want Australian families to know that the government has your back, Albanese said in his announcement. Under the proposal, the ban would apply to young people already using social media, with no exemptions for parental consent. Compliance will be overseen by the eSafety Commissioner, Australias online regulator, which will enforce the legislation. There will be no penalties for users, instead, the onus will fall on tech platforms to demonstrate they have taken reasonable steps to prevent access by under-16s. If the legislation passes, it would come into effect in 12 months and would be reviewed after implementation. Debate over the efficacy of such a measure has divided experts. While many agree on the potential harm of social media for adolescents, some argue a ban could merely delay exposure without equipping children to navigate online spaces. Previous efforts by the European Union to restrict social media access have encountered resistance from tech companies and mixed results, particularly in relation to age-verification requirements that can be circumvented. The Australian Child Rights Taskforce , has called the proposed legislation 'too blunt an instrument.' In an open letter sent to the government last month and signed by over 100 academics and 20 civil society organisations, the group advocated for 'safety standards' rather than an outright ban. It cited UN advice urging national policies to focus on providing safe access to digital spaces, allowing children to benefit from online engagement. The 36Months initiative, a grassroots campaign supporting the legislation, argues children are not yet eady to navigate online social networks safely until at least 16. With over 125,000 signatures, the petition claims that excessive social media use is rewiring young brains within a critical window of psychological development, causing an epidemic of mental illness. When asked if the government would consider alternative approaches, such as increased digital education, Albanese dismissed the idea as insufficient. I don't know about you, but I get things popping up on my system that I don't want to see. Let alone a vulnerable 14-year-old, he said. These tech companies are incredibly powerful. These apps have algorithms that drive people towards certain behaviour. The proposed legislation comes amid global discussions about the impact of social media on young users. It remains to be seen whether Australias government can successfully implement and enforce such a ban and whether it will withstand scrutiny from technology firms and civil society groups alike.

Case Study: How Burger King invited customers to roast their worst coffee moments to drive engagement

In a recent campaign, Burger King India launched 'Roast the Roast' to spotlight BK Caf's coffee while engaging audiences in a fun, user-driven format. Created by Leo Burnett South Asia, the campaign encouraged users to share their worst coffee moments, with a humorous twist, in exchange for a free cup of coffee from BK Caf. This approach tapped into shared frustrations with bad coffee to generate buzz and drive engagement, linking digital interactions with physical visits to BK Caf outlets. Category Introduction The Quick Service Restaurant (QSR) industry in India has witnessed significant growth in recent years, driven by factors such as increasing urbanisation, rising disposable incomes, and changing consumer preferences. While the industry presents significant opportunities, challenges such as competition across cuisines, changing consumer preferences, rising costs, and sustainability concerns need to be addressed for long-term success. This industry typically includes restaurants that prioritise speed of service over dine-in experiences, often employing self-service or counter-service models. QSR chains have become a ubiquitous part of modern lifestyles, providing a convenient and accessible option for meals and snacks. The India Quick Service Restaurant Market size is estimated at 25.46 billion USD in 2024 and is expected to reach 38.71 billion USD by 2029, growing at a CAGR of 8.74% during the forecast period (2024-2029) . Brand Introduction Burger King, founded in 1954, is the worlds second-largest fast-food burger chain, known for its Whopper. With over 15,000 locations in about 100 countries, the company operates on a global scale, with nearly all outlets owned by independent franchisees, some of which are family-owned for decades. The brand is part of Restaurant Brands International Inc. (RBI), which has over 19,000 restaurants globally. In India, Restaurant Brands Asia Limited (formerly Burger King India Ltd) launched in 2013 as the national master franchisee of the Burger King brand. As a subsidiary of the global brand, it has established itself in the Indian market by offering a diverse menu and leveraging the brand's global recognition. Within its first five years, it became the fastest-growing international QSR chain in the country, expanding rapidly with exclusive rights to develop, operate, and franchise Burger King restaurants. With its focus on quality, convenience, and affordability, Burger King India has become a popular choice among Indian consumers seeking a satisfying and enjoyable dining experience. Beyond its food, the brand is known for its marketing campaigns, often using humour, social media, and viral stunts to engage customers. These fun, edgy campaigns have helped it stand out as a brand that doesn't shy away from pushing boundaries and engaging with its audience in unconventional ways. Objectives The objective of Burger King India's 'Roast the Roast' campaign was to reinforce the brand positioning of BK Caf by highlighting the superior quality of its coffee, while simultaneously driving customer engagement and increasing footfall. A key focus is on expanding brand awareness, fostering meaningful interactions with customers, and directing traffic to both physical stores and online platforms. By consistently delivering engaging and humorous content, the campaign aims to keep the brand top-of-mind, encouraging active participation through user-generated content, polls, and contests, ultimately enhancing customer loyalty and driving sustained brand visibility. Summary Burger King Indias ' Roast the Roast' campaign, launched on International Coffee Day, aimed to strengthen BK Cafs brand positioning by showcasing the superior quality of its 100% Arabica coffee blend. The campaign invited users to share their worst coffee experiences in a lighthearted, user-generated content format. In exchange, participants received a free cup of coffee from BK Caf, driving both online engagement and footfall to physical stores. Through humorous and relatable content, the campaign increased brand awareness, fostered customer interaction, and highlighted its premium coffee offerings. Creative Idea The creative idea behind the campaign, conceived by Leo Burnett South Asia, centered around leveraging people's shared frustration with bad coffee experiences. The agency tapped into this common sentiment to create a fun and engaging user-generated campaign, where participants were encouraged to 'roast' their worst coffee moments in exchange for a good cup of coffee from BK Caf. By inviting people to share their stories, the campaign not only generated buzz around the brand but also positioned the brands' premium coffee as the ultimate solution to subpar coffee experiences. This lighthearted, interactive approach helped engage audiences in a memorable and playful manner. Execution The ' Roast the Roast' campaign was designed as a multi-platform digital initiative aimed at engaging coffee lovers across India. The execution kicked off with a humorous and relatable video that showcased various bad coffee experiences, sparking a conversation around the frustrations people have with poor-quality coffee. This video was shared across social media platforms, setting the tone for the campaign and inviting users to join the conversation. The core of the campaign revolved around user-generated content, where participants were encouraged to share their own stories of bad coffee experiences, or 'roast' their worst coffee moments, using the campaigns hashtag. In return for their participation, users were offered a free cup of coffee from BK Caf. This incentive not only sparked widespread engagement but also directed users to physical locations to redeem their complimentary coffee, blending digital engagement with in-store traffic. The focus on humor and relatability resonated well with the audience, ensuring that the content was widely shared, liked, and commented upon. View this post on Instagram A post shared by Burger King India (@burgerkingindia) Results As participants shared their stories, the campaign saw a significant increase in online engagement, with posts attracting a high volume of likes, comments, and shares. The campaign reached over 60 million audiences garnering over 75 million impressions , including 1.02 lakh likes , 6.2 million post engagements and more than 800 shares across social media platforms. This boost in interaction not only strengthened BK Caf's digital presence but also expanded brand awareness, particularly among coffee enthusiasts, positioning BK Caf as a top choice in the community. Discussing this campaign, Kapil Grover, Chief Marketing Officer of Burger King India , stated, At Burger King, we take pride in providing an exceptional coffee experience. Our coffee made of 100% Arabica beans with the Monsoon Malabar blend offers notes of citrus, caramel and peanuts, creating a harmonious coffee flavor that our customers adore. Coffee has become a vital part of our caf offerings, and with 'Roast the Roast,' we aimed to inject some fun while highlighting the quality that distinguishes us. Everyone has encountered a disappointing coffee at some point, so why not turn that into a roast? This campaign not only entertains our guests but also rewards them with free coffee at BK Caf, making the entire experience a memorable one.

Meta introduces 'Flexible Media' to boost ad performance

Meta is rolling out a new ad option named Flexible Media, designed to boost the effectiveness of ad placements by allowing different media elements to be displayed across various user segments based on predicted engagement. The development aligns with the company's broader shift toward automated, AI-driven campaign management, which tailors ad delivery in real-time to maximise reach. Bram Van Der Hallen , a digital advertising expert, highlighted this new feature in a recent LinkedIn post, noting that some advertisers have already noticed 'Flexible Media' as an option in their Meta Ads campaigns. According to the company's description, this allows its system to deliver selected media across placement groups when likely to enhance performance. Unlike 'Flexible Ads,' which allow advertisers to submit up to 10 images from which Meta selects the most suitable for each user, 'Flexible Media' appears to adjust imagery across varied ad formats, further refining content presentation to align with user preferences. Image- Bram Van Der Hallen The approach is an expansion of the company's Advantage+ campaign tools, which guide ad delivery by automating key elements. Advantage+ already determines which of an advertisers content is most suitable for different users, with the new option adding further depth to this capability. In this system, the company's algorithms dynamically adjust ad formats, aiming to display more appealing media combinations to specific audience segments. By automating ad components, the company offers advertisers a way to reach more receptive users with minimal manual intervention. While handing over creative control to AI-driven systems may feel counterintuitive to those who rely on audience insights for targeting, Metas data-driven recommendations are working towards improved engagement rates by optimising every ad interaction. With Flexible Media, the company is increasingly moving toward a future where advertisers might simply set their campaign objectives and let the platforms AI manage the rest.

Preparing OOH for a sustainable future

As the world grapples with environmental challenges, businesses across industries are rethinking their impact on the planet. Out-of-home (OOH) advertising, once dominated by paper, vinyl, and lights, is now poised to play a crucial role in building a better, greener world. Globally, the industry has started working towards net zero goals with the singular objective of reducing the carbon emissions associated with OOH campaigns. In India, the paradigm shift towards sustainability, especially in the OOH segment has only just begun and is not without its challenges. But it is within these challenges that opportunity lies. As brands and marketers seek to align with eco-conscious values, the future of OOH must be built on responsible practices and a clear, unified vision to contribute to a sustainable future. Heres how the OOH industry can pivot to embrace sustainability and create campaigns that are both impactful and environmentally responsible. The green shift Transition to eco-friendly OOH materials The OOH displays are typically made from PVC (Polyvinyl Chloride), a material notorious for being difficult to recycle and harmful to the environment. Today, brands and government bodies are evaluating the shift towards using recycled or recyclable materials, and there's an increased demand for sustainable alternatives such as eco-friendly fabrics and biodegradable plastics. States such as Kerala have put in place green protocols and banned the use of flex made from PVC for publicity materials and instead have been promoting the use of recyclable and environment-friendly materials. In addition, the use of water-based inks is an environmentally friendly alternative to traditional solvent-based options and can effectively reduce the carbon imprint of printed advertisements. We can also significantly reduce our carbon imprint with the conversion of self-regulating solar illumination systems that are specially designed for large-format OOH advertising. Digital displays - The intersection of technology & sustainability While digital OOH (DOOH) displays may not seem like an obvious choice for reducing environmental impact, advancements in technology are changing that narrative. Energy-efficient LED screens, which consume less electricity than older technologies; and digital billboards powered by renewable energy resources like solar or wind power are paving the way for greener alternatives to conventional billboards. Not only do these innovations reduce material usage, and reliance on fossil fuels, but they also have the potential to cut down energy consumption dramatically. In addition, implementing smart lighting systems that are timed or sensor-based, and only operate during peak hours or in response to foot traffic can help cut down on unnecessary energy use. The benefit of DOOH extends beyond energy efficiency. There is an inherent need for affordable, scalable solutions that can achieve sustainability without sacrificing the effectiveness of the media. DOOH screens can cycle through multiple messages, allowing brands to convey multiple creative ideas using a single platform. This flexibility can reduce the need for frequent reprints and replacements, ultimately cutting down on resource use. Carbon footprint reduction initiatives Transparency is increasingly important in the modern marketing landscape. Brands should not only adopt sustainable practices but also measure and communicate the impact of their campaigns. By partnering with analytics firms that track carbon footprints, brands can better understand the environmental impact of their OOH efforts. More importantly, they can take steps to offset any unavoidable emissions through carbon-offset initiatives like reforestation projects or renewable energy investments. Placing OOH strategically is an opportunity to reduce emissions while amplifying positive messaging. For instance, campaigns near green spaces naturally integrate with the surrounding environment and reinforce the message of eco-friendliness. Additionally, the OOH media has a lot of unused vertical space/media structure, which can be effectively converted into green vertical gardens. Green Certifications and Collaboration with Industry Experts Brands can amplify their efforts and add credibility to their campaigns by collaborating with industry experts and government bodies who are committed to the vision of sustainability. The adoption of green protocols by state governments is the need of the hour. Globally, the OOH industry is beginning to adopt sustainability standards such as green certifications (e.g., ISO 14001 for environmental management), to ensure that providers meet certain criteria on their path to net zero. Environmental awareness campaigns through OOH Sustainable materials and standards are vital no doubt. However, the messaging behind OOH campaigns plays an equally important role. OOH has always centred around capturing the attention of audiences in real-world spaces. Successful campaigns not only showcase the brand's commitment to sustainability but can also empower consumers to take action. Interactive digital billboards, for example, can incorporate QR codes that lead users to sustainability challenges, eco-friendly tips, or links to support green initiatives. Optimizing logistics and remote monitoring OOH campaigns often involve the transportation and installation of large advertising materials and the physical monitoring of displays, which involves a lot of commuting for the monitoring teams. It is vital to develop an ecosystem to reduce emissions during these processes by using electric vehicles or reducing the need for frequent installation and removal of physical materials. In addition, using digital tools to remotely monitor and update ads, can minimize the need for on-site visits and the associated transportation emissions. OOH advertising today stands at a crossroads. The choices brands and marketers make today will shape the environmental health of our planet and its future. A future where OOH is sustainable is not only possibleits essential. This article is penned by Partho Ghose , CEO, of Insync - Tribes Communication. Disclaimer: The article features the opinion of the author and does not necessarily reflect the stance of the publication.

Emotion AIs progress and implications for marketing

Today, I decided to have some fun with AI image generators and asked them to show me different emotions on a person's face -- anger, happiness, disgust and so on. As expected, the results displayed typical expressions. Anger was shown with a furrowed brow and gritted teeth, happiness with a wide smile, and disgust with a crinkled nose. But as I looked at these images, something didnt feel right. Are human emotions that predictable? Research suggests otherwise. Emotions are incredibly nuanced, and the way we express them varies based on who we are, where we are from, and what we are going through at that moment. You could smile when you are furious because you are in a professional setting or could cry from joy. The context shapes your emotions, and thats where things get tricky for Emotion AI, a technology that aims to detect and interpret our feelings based on facial expressions, voice or text. What is Emotion AI? Emotion AI, or Affective Computing, was first conceptualised in the 1990s by MIT professor Rosalind Picard, who argued that for computers to interact with humans, they needed to understand emotions. What started as sentiment analysis, (which means to interpret whether a piece of text is positive or negative), evolved into far more ambitious attempts to read the full range of human emotions using algorithms, cameras and microphones. Sentiment analysis is a much simpler process. It looks for keywords like happy or frustrated in text and assigns a positive or negative score. Emotion AI, on the other hand, attempts to dive deeper into facial expressions, vocal tones, or physiological signals to assess emotions in real-time. While sentiment analysis tells you how someone might feel based on their language, Emotion AI claims to know what someone feels based on their behaviours. A process that could come in handy in categories like customer service, sales, marketing and more. The last time emotion AI became a hot topic was in 2019 when the AI and ML world was focused on computer vision and not on generative art and content. Back then, a team of researchers published a study, concluding that human emotions cannot be accurately determined by facial movements alone. The notion that we can teach AI to recognise human feelings by mimicking how people read facial expressions, body language and tone of voice is flawed in its assumption. Big tech companies like Microsoft, IBM, and Google have all rolled out their own versions of Emotion AI. Microsofts Azure Cognitive Services offers emotion detection as part of its computer vision suite, allowing developers to integrate emotion recognition into their apps. Google with its Cloud Vision API can label emotions in photos from happiness, anger, surprise or sadness, based on facial analysis. Moreover, IBMs Watson also dives into emotional analysis, using natural language processing to detect emotions in text. But despite these advanced tools available today, research shows that emotion recognition isnt as accurate as it seems. A report from the Association for Psychological Science suggests that theres no universal expression for emotions. Someone from one part of the world might show happiness differently than someone from another. More importantly, many consumers feel that their emotions are overlooked during digital interactions, leading to a gap in empathy between humans and machines. But businesses are now deploying AI chatbots and assistants to service consumers and this needs accuracy. One industry in particular is excited about detecting human emotions - advertising and marketing. Emotion AI: The marketers dream Imagine a future where an ad campaign can detect your mood and tailor the content to suit it. If you are feeling down, the AI could comfort you, if you are happy, you would get something upbeat and playful. It could change the way you shop and interact with brands. Brands are already experimenting with this. Unilever has used Affectiva's facial coding technology to understand how people respond emotionally to its ads, tracking facial expressions to see if viewers feel happiness, disgust, or surprise. Similarly, responses to Coca-Colas AI ad were monitored with the help of EmotionTrac, a tool that measures emotional responses to media by capturing facial expressions and other biometric data. The insights gained aimed at creating personalised, emotion-driven marketing campaigns. A recent research also explored the potential of AI to detect human emotions in posts on X (formerly Twitter), particularly its influence on donor behaviour toward non-profit organisations. To improve emotional detection, the research utilised a transformer transfer learning model, pre-trained on extensive datasets, to identify specific emotions in tweets. The findings suggested that the emotions expressed in posts about non-profits significantly impacted public sentiment and subsequent donation behaviour. Most recently, Microsoft updated its Copilot AI assistant with a more engaging voice and capabilities to analyse web pages in real-time, aimed at enhancing user interaction. This update refined Copilot's tone, making it feel like an active listener, while also introducing features like Think Deeper for reasoning through decisions and Copilot Vision for discussing what users see in their browser. The potential of Emotion AI in marketing is undeniable. It offers brands a way to connect with consumers on a deeper level. But what happens when AI knows too much? The challenges of detecting emotions Its one thing for an ad to target consumers interests based on past purchases, but its entirely different if its targeting their current emotional vulnerabilities. The ability to tap into their feelings could lead to manipulative practices, maybe even pressuring them to make decisions. Theres also the assumption that AI might get it wrong. Considering AI is still learning spellings, it might misinterpret a consumers anger for calmness. Cultural differences play a role in emotional expression, making it hard for AI to interpret feelings universally. A study revealed that Chinese participants tend to focus more on the eyes to interpret facial expressions, whereas Western Caucasians give importance to the eyebrows and mouth. These cultural differences may misinterpret emotional signals during cross-cultural communication, according to the research findings. If humans themselves struggle to understand others feelings and cues, how can AI accurately detect them? Theres the issue of bias. AI systems are only as good as the data they are trained on, and if the data is biased toward certain populations, the results could be biased. Studies indicate that certain emotional AI systems are more likely to assign negative emotions to the faces of people with dark skin tones. This raises concerns about potential biases if these technologies are used in areas like recruitment, performance assessments, medical diagnostics or law enforcement. Additionally, the problem is data. Companies already have access to your data and digital algorithms. Now consumers will have to worry about your emotional data being sold to third parties so brands can show you ads based on your mood. While AI can improve customer experiences, it also risks invading our private feelings, capitalising them for profit. Considering emotions are personal and subjective, should AI be allowed to know so much about our inner world? Ultimately, Emotion AI requires careful regulation and ethical guidelines to ensure that our emotions remain our own. The European Union AI Act, approved in May 2024, prohibits AI from manipulating behaviour and bans emotion recognition in places like workplaces and schools. It allows the identification of emotional expressions but not the emotional states. For example, a call centre manager could act on AI detecting a grumpy tone but cannot assume that the person is actually grumpy. As technology keeps getting developed, are we ready for a world where machines know how we feel and how that could change the way we interact with them and each other? One thing is for sure, AI has a long way to go before it starts accurately detecting human emotions. After all, as Director and Producer, Robert De Niro once said, People dont try to show their feelings, they try to hide them.

Bold ideas need fearless selling with deep conviction: Himanshu Saxena

Himanshu Saxena , COO & MD, BBH India, with over 30 years of experience in advertising, has seen the industry transform in ways few could have predicted. From navigating the rise of digital marketing to witnessing the shift in client-agency dynamics, he has been at the forefront of these changes. His leadership philosophy, built on staying curious, learning from every generation, and facing rejection head-on, has made him a resilient force in a fast-evolving market. At BBH India, Saxena combines these lessons with a sharp understanding of todays fragmented and data-driven world, helping brands craft creative, culturally relevant campaigns that stand out. In this conversation, Saxena shares how agencies must embrace AI and data, evolve to meet shifting client expectations, and foster inclusivity not just in campaigns but within their own ranks. Saxena was also on Social Samosas 30 under 30 jury. He shared a message of inspiration for the winners. For young talent in the industry, his advice is clear, stay curious, stay humble, and never stop pushing boundaries. Edited excerpts: Over 30 years in advertising, youve witnessed many changes in both business and creativity. Can you share a pivotal moment or challenge that significantly shaped your leadership philosophy? How do you continue to evolve your leadership approach? In my career, there are only three simple principles I have tried hard (almost always) to stay tuned in to the most contemporary as well as futuristic trends in our society, business and audiences. First is to Be interested in life, work, people, culture, language, literature, politics, gossip, fashion, cinema, music, technology and everything else in between. Being interested is far more important than being interesting. Hence, always be this sponge with deep and immeasurable ability to soak everything around you. Second and more important principle is to always acknowledge that Generations before you and generations after you knew or know more than you . This genuine humility goes a long way in ensuring that you dont suffer from any generational bias when trying to solve a problem. And finally, learn to be face rejection and yet never stop pushing for your conviction despite resistance, strong personalities and opposing viewpoints. Always stay away from working with people who either always agree with you or always vehemently disagree with you . Simply because in either scenario, you stop growing and improving. Having learnt the above principles over the years, I dont have a magical moment of transformation as such because this constant evolution in our belief and value systems is like seeing your children grow everydayThey grow every second and every day but it is only after many years you realise that how you have shaped them and how they shaped you as a parent. You have worked at some iconic agencies and seen the advertising world change over the years. At BBH India, how do you use the lessons from your earlier career to lead in todays more complex and fragmented market? Are there any specific principles from your past that you still rely on? As they say, hindsight is the most convenient way to answer most things in this world. So, I will do the same. I was fortunate that my work life exposed me to an extremely diverse set of industries and functions sales, marketing, product management, advertising, PR, digital marketing, and consumer research etc. Also, I happened to work across many organisations, geographies, cultures, and languages in India and overseas. All this combined has deeply impacted me during my career journey so far - making me more adaptive, empathetic and versatile in my mindset and skills. Honestly, while going through this journey, I had my moments of anxiety about watching many professional counterparts sticking to straight and narrow and often faster paths while I was seemingly meandering in my choices. But looking back today, I can say with utmost surety that I dont regret those choices at all. As it is evident today in our business, people who have wider full-funnel marketing knowledge and orientation are the ones who have a real ability to make a deep business impact for their clients as well as agencies. Im glad that I was exposed to some of the most amazing organizations, and mandates as well as amazing mentors which helped me grow professionally and personally in this sphere. With the rise of in-house marketing teams and digital transformation, the client-agency relationship has changed a lot. What have you noticed are the biggest shifts in what clients expect? And how has collaboration become even more important? What do agencies need to do to keep strong, long-term partnerships? I think there are two sets of companies that chose to build their own in-house teams for communication and content. The first ones want their go-to-market communications to be extremely agile, cost-efficient and deeply embedded in business imperatives. The other set doesn't rely on agency expertise and typically sees less value in strategic consistency, idea-based content and brand building. In both cases, a common challenge arises they often find themselves lacking the expertise, time and resources to effectively manage this. The first group is increasingly considering this option because agency ecosystems have struggled to meet their needs. This has brought in both new challenges and opportunities for all agencies. Unlike in the past, we have entered a new era of Agency- Off -Record . Today, there are almost no guardrails, ethical, economic or legal, that restrict any client from engaging with an agency or talent who is officially not the AOR (agency of record). This becomes a huge opportunity for non-AOR agencies to demonstrate better value on any project and take away more than a fair share of business from the club agency. But it is also a constant challenge for the incumbent agency to constantly be on their toes to deliver results with consistency, adapt to evolving client needs and stay accountable as well as cost-efficient. This is perhaps the most fundamental shift in the agency-client ecosystem globally in the last few years and is likely to remain so, perhaps for posterity. As for the long-term partnership potential in the client-agency relationship, I think a high objectivity around the effectiveness of the work is the only sustainable value to drive long-term relationships. And there are some outstanding examples of this focus around us. But surely, agencies can work even harder to build a culture of effectiveness, much more consistently and deeply across functions. Balancing creative ideas with what clients want has always been tricky, but now with data and ROI being so important, its even tougher. How do you protect creative freedom in a world where clients are focused on measurable outcomes? Can you share an example where you found a good balance? If there is a collective commitment to achieving effectiveness on both sides, this will never be a point of contention. A great creative idea in this business should deliver measurable success and ROI. What could be debated is the short- or long-term trajectory of the effectiveness curve. So, if we are willing to agree that we are in the business of delivering effectiveness for our clients, the questions around creative freedom, pressure of delivering ROI etc. become irrelevant. Having said that, bold ideas need fearless selling with deep conviction. Not all clients at first glance may feel the asymmetric potency of a powerful idea. But thats the job of the agency leadership to partner with the clients in this assessment and share their conviction about the ideas potential to drive effective results. Its not fair for me to be specific about BBH's experience in this regard but I can easily say that some of our best work in the last one year has passed the litmus test on this parameter and as anticipated, came out with flying colours. You've said before that branding today is about more than just a good ideait has to make a real impact. In markets where products are very similar, how can brands stand out? Can you share examples of how BBH India has helped brands create deeper emotional connections with consumers? In a market thats fighting category parity, the only antidote is to build strong cultural superiority in the audiences mind. In todays attention deficit and product parity world, cultural relevance and affinity is the backbone of building brands and businesses. With democratisation of access across technology, design, capital and talent, it has become nearly impossible to build a business on tactile product differentiation. The only way to build a differentiated brand is to own the perception of the most unique role in life that a brand and product play in consumers' lives. And that brand role identification can be discovered only in the cultural milieu of the consumer. Some of the most iconic brands that have stood the test of time are testimony to this. At BBH India, some of the most notable recent examples of our brand partnership in this space have been CaratLane (#WearYourWins), upGrad (#AageKiSocho), Garnier Black Naturals amongst many others. The advertising world has changed massively with digital platforms, AI, and data-driven strategies. What do you think are the most disruptive forces shaping the global and Indian markets right now? How do you think agencies can future-proof themselves against these disruptions while staying true to their core creative ethos? Firstly, I dont think AI and data are things that need to be feared as negative disruptors. On the contrary, we need to be fearless in embracing them. All agencies struggled initially but eventually embraced and mastered when television became a dominant force. So was the case when local FM channels with city-specific curated content as well as social media became mainstream channels for brand communications. The infusion of AI and data is yet another layer of sophistication in brand communications that will make brand engagement hyper-personal, super-disruptive and massively agile. Agencies simply need to wholeheartedly embrace it because there was never a better time to be in creative business than it is today. Agencies need to invest time and resources in learning and mastering all thats coming our way. Thats the simple prescription for these times. BBH India has led many Diversity & Inclusion campaigns. How does the agency make sure that inclusivity is part of both its creative work and its internal culture? Can you share an example where this approach made a real difference, either for the agency or a client? Brands and businesses have recognized that DEI is one of the most essential and authentic societal and business needs today. BBH India has been fortunate to have contributed in this effort significantly in the past year. Our work for brands like HDFC ERGO and CaratLane particularly delivered on this front. In both cases, the consumers, internal employees and key opinion leaders (KOLs) of the respective categories shared an overwhelmingly positive sentiment for the brands through various DEI initiatives. Within BBH India, we are committed to cultivating a diverse, inclusive and equal environment that inspires our employees and enhances collaboration. This is reflected in many of our specific initiatives across multiple dimensions. With very specific intent and deliberate actions, today the overall gender ratio at BBH India stands at 47% in favour of women. This is significantly higher as compared to previous years as well as above the industry benchmark. At BBH India, among the top 25 leaders, 55% are women leaders. We conduct regular DE&I workshops across offices aimed at fostering inclusion by embracing unique perspectives, cultures, linguistic capabilities and ethnicities encouraging deeper teamwork and collaboration. Our commitment to the community is also reflected in our celebrations including Womens Day and festive celebrations, which bring our teams together and celebrate our unique backgrounds. To support and encourage mental health wellness and awareness, we adopted the Publicis Groupes initiative to announce Mental Health Day by giving a day off to all our employees across levels on a working day, beyond the statutory public holidays every year. The advertising industry is becoming more inclusive, but there are still challenges, especially when it comes to diversity in leadership. What do you see as the biggest barriers to true diversity in the industry? And what can agencies do beyond surface-level efforts to create real opportunities for everyone? Our experience at BBH India has taught us to build an environment of empathy and respect for each others diverse skills, backgrounds and social strata. We are focusing solely on building a merit-based culture in the agency. A culture that thrives on intently disregarding identities based on gender, age, socio-economic status, linguistic capabilities, experience, organizational hierarchy etc. Of course, it is easier said than done given our past conditioning and personal biases. But I truly believe if the senior-most leadership acts on these principles in a transparent and demonstrated manner, this culture of meritocracy travels goes far. Can you share one message for the Social Samosas 30 under 30 winners? Stay hungry. Stay humble.

Agency Feature: All you need to know about Umanshi Marketing

Who are we? The agency is its clients outsourced/ extended marketing team minus the bank-breaking price tag. Hence it deliver full-stack marketing primarily across 3 areas - Branding Digital Marketing PR In 5 years, it has worked with more than 50 industries and 140 brands. What differentiates us from others? Whether its full-stack marketing, branding, or PR, the agencys approach is always solving real business problems. For the agency, its not about winning awards (though it has got those too), its about seeing the clients succeed and grow. Some of the business quests that we help solve: New market entry designed brand strategy & identity design for a school in public leadership Category creation made mainstream an HR tech startup of bringing back missing women in workforce Revenue growth empowered a D2C brand grow by 20X in an year Customer acquisition enabled a food-tech brand scale that it got featured and funded on Shark Tank Employer branding created employer branding for an IT firm wherein the job applications went up by 500% and offer acceptance by 280% Investor advocacy - enabled a cold chain logistics player raise Rs 100 cr We are the clients' outsourced/ extended marketing team at the cost of an agency! What is unique about the name? Like many other Indian companies, the agency could have given it a colonially-inspired name but we wanted to sound as authentic as its home-grown clients are! Umanshi means the clarity of dawn and that is the clarity that it brings to the table when it has today served a myriad of clients from across 50+ industries. While it is also an auspicious name considering it is the name of the Goddess of creation, the agency is happy to sound as desi as it can get as it promises to serve those who are helping the nation build. What does the leadership team of Umanshi look like? They are seasoned (this means you learn from the best) but arent old school. Some are from accomplished schools such as IIM Bangalore while others have worked with entities such as Bridgestone to Bahrain Govt. Some worked in over 7 countries while some launched global brands in India. Some worked with agencies such as Percept Group, AdFactors, Times Of India, J Walter Thompson, Omnicom Group, etc at senior levels What inspired Umanshi? After 20+ years of marketing for global giants like HSBC , VW , Barclays etc , its founders saw a glaring gap: big brands got top-tier marketing, but SMEs and social ventures were left behind. This realisation struck a chord. Umanshi was conceived to democratise marketing, making it accessible to those who needed it most, the underdogs. The goal was simple: to bring the same calibre of strategic thinking and creativity that big brands enjoy to small and medium-sized enterprises (SMEs) and social ventures. Challenger startups of Umanshi innovators and category creators | Some of its clients The disruptive logistics, Celcius Supply Chain Bringing back missing women in workforce, Flexibees Democratising lending to small businesses, SMECorner Introducing tech (blockchain) to CSR, EAGL Foundation Saving 1000s from limb amputations, FootSecure And many such innovators and curious professionals who want to challenge the norms Agency growth YOY In just under 5 years, Umanshi has established itself as a partner for ambitious businesses. The collective efforts of the agencys PR arm, complemented by its digital and branding divisions, have played a role in not only co-achieving client growth ambitions but also in broadening the agencys customer base, particularly within the startup and SME landscape. In the first quarter of FY 2024-25, it secured over 1.5 crore in new contracts! This growth underscores the agencys commitment to deliver marketing solutions that align with the clients business goals and drive results. YOY it has grown over 100% in revenues and by the end of FY 2024-25, with a fast growing client base, it aims to achieve a 300% revenue growth target Our work It is not a surprise that the agency is using the agency as an in-house CMO concept by serving as an extended marketing arm for brands in the startup and MSME sectors. This approach has not only helped the agency to disrupt the market but also reinforces Umanshis commitment to delivering support to businesses navigating these competitive landscapes. Imagine a 500% jump in job applications, a 280% increase in offer acceptance rates, and a 45% surge in traffic to your careers page, all without spending a single rupee on advertising. Thats exactly what we achieved for Lingaro, a Polish IT giant looking to establish its brand in Indias crowded tech market. Despite its global presence, Lingaro was virtually unknown in India. To change that, the agency developed an Employee Experience Journey Mapping strategy. It identified what different groups, freshers, mid-career professionals, and senior talent, were looking for and crafted narratives that resonated with each. Through targeted media coverage, thought leadership articles and exclusive CEO interviews, it worked on Lingaros employer branding. The results were game-changing, proving that with the right approach, even a virtually unknown brand can attract top talent in one of the worlds most competitive markets. This is what the agency does, solve business challenges! Awards bagged IBE in association with MSME Promotion Council (Govt of India), Karnataka & Zee Business2022 Startup Marketing Agency of the Year 2022, Innovators of the Year (South & West India) for Fractional CMO Service 2022 Startup Mentor of the Year 2022 Economic Times Kaleido Awards 2024: Gold for Logistics, Supply Chain and Service Delivery Apps Category These have given the agency impetus both in terms of team confidence and brand visibility. On a few platforms, it was competing against global brands with all the might and yet its work managed to shine or shall we say outshine them! These arent just any awards, theyre a validation from the industry which means a lot! They inspire us to keep challenging the status quo and most importantly, keep delivering results that matter to the clients. Our Inclusive policies At the agency, inclusion and diversity aren't just buzzwords, theyre part of how the agency operates. One example of this is a talented designer on our team who has speaking and hearing disabilities. Despite traditional communication barriers, the agency collaborates seamlessly with him, proving that inclusion is about giving an equal opportunity. Work culture and policies At the agency, collaboration and creativity are at its core. Every voice matters, and it loves a challenge. Whether working on an international brand launch or cracking a startups growth plan, its work culture ensures everyones skills contribute to the clients success. Simply put, it makes big things happen for underdogs.

Transforming real estate marketing with virtual experiences & AI solutions

The surge in home-buying sentiment across India can largely be attributed to millennials, who are reshaping the real estate landscape. According to Statista, the Indian real estate industry, valued at approximately USD 477 billion in 2022, is projected to soar to USD 1 trillion by 2030. This burgeoning trend in homeownership reflects millennials quest for stability in the aftermath of the pandemic, but the tech-savvy generation is also significantly influencing the real estate sector in numerous other ways. Committed to sustainable practices, there is a demand for innovative marketing strategies that cater to their digitally savvy generation. This demand has sparked a dramatic transformation in the real estate industry, which once relied heavily on traditional marketing methods like print advertisements, television commercials (TVCs), hoardings, and even word-by-mouth. The winds of change began with social media emerging as a powerful force in real estate marketing. Platforms like Twitter and Instagram turned out to be godsends for real estate developers and agents to advertise their inventory. It offered an inexpensive way to display properties to a large audience and receive instant feedback. The digital landscape also saw influencers taking over, replacing traditional word-of-mouth strategies. The evolution has now gone beyond posting pictures, with platforms now enabling the creation of immersive 3D virtual tours, bringing properties to life in a way that was previously unimaginable. The growing significance of digital marketing is changing the way the industry interacts with its customers and its developers in the current era. The digitisation of processes and the emergence of new technologies with solutions such as virtual tours are changing the very process of placing and selling real estate. As a result, real estate professionals are embracing new technologies to reach their customers and meet their expectations for transparent, efficient, and environmentally conscious homeownership as well as for investment. Virtual tours have emerged as a game-changing tool in real estate marketing , offering potential buyers an immersive experience from the comfort of their homes. These interactive, 360-degree tours provide a realistic representation of properties, allowing buyers to virtually walk through rooms, explore layouts, and get a feel for the space. With this advancement in technology, the physical gap between buyers and properties narrows down to such an extent that it enables them to view properties from anywhere in the world. It also saves valuable time and costs that are involved in physical visits. Artificial intelligence (AI), on the other hand, is revolutionising the real estate industry by automating tasks, providing insightful data, and enhancing customer experiences. AI solutions are being implemented in areas such as property valuation, lead generation, marketing automation, and market analysis. AI algorithms can analyse vast amounts of data to generate accurate property valuations, eliminating the need for subjective estimations. AI chatbots can handle initial customer interactions, qualifying leads and directing them to the appropriate agents. AI tools can also identify opportunities and potential risks by analysing market trends. In fact, we have witnessed the important part AI plays in project management. As our real estate consulting firm expanded, we implemented Salesforce Dot Com, along with its product Tableau, to standardise processes across the country and enhance data security, management, and lead management. It turned out to be empowering as it offered workflow optimisation and maintained transparent communication with our agents and stakeholders. The digital transformation of real estate marketing is ongoing, with exciting possibilities on the horizon , and the future holds exciting possibilities with the emergence of new technologies. Companies in India, which takes its customers seriously, as is evident from the fact it is ranked third globally and first in the Asia Pacific Region on customer experience (CX) maturity, are investing heavily in emerging technologies like augmented reality (AR), virtual reality (VR), and blockchain. These technologies provide a competitive edge as well as offer immersive experiences to buyers, where they can digitally place furniture and decor into a property; the experience is further enhanced with realistic lighting and sounds. Blockchain technology, on the other hand, is already creating a wave by streamlining processes in the sector, ensuring security, and increasing transparency in transactions. If the pandemic accelerated the digital transformation and marketing by forcing everyone to go digital with online bookings and Zoom calls, we have come a long way in virtual experiences becoming an integral part of digital marketing now. Sustainability has emerged as a key driver in the real estate sector, especially among millennials. The growing demand for eco-friendly buildings has not only influenced construction practices but has also made it an unlikely but powerful digital marketing tool. Developers who embrace green elements and sustainable practices are considered trustworthy, responsible, and conscientious, attracting both buyers and investors. By embracing a multifaceted approach to digital marketing, the real estate industry has clearly demonstrated its adaptability and dedication to meet the evolving needs of a generation that values both technological innovation and environmental responsibility. This article is penned by Jayesh Rathod , Cofounder & Director of The Guardians Real Estate Advisory. Disclaimer: The article features the opinion of the author and does not necessarily reflect the stance of the publication.

Emotional storytelling has become a key strategy for FMCG brands during festive: Somasree Bose Awasthi

For Marico, the festive season represents more than just a surge in sales, its a time to celebrate Indias rich cultural tapestry and foster deeper emotional connections with consumers. Somasree Bose Awasthi , Chief Marketing Officer at Marico Limited, underscores the value of blending tradition with contemporary values to craft enduring memories for consumers nationwide. She explains that Maricos approach emphasises cultural relevance by acknowledging the emotional ties that shape consumer behaviour, a foundation that enables the brand to design campaigns that resonate across generations. For example, Nihar Naturals Durga Pujo campaign centres around themes of empowerment and preparation, while Saffolas Onam campaign highlights family gatherings and cherished traditions, focusing on nostalgia, unity, and festive joy. According to Awasthi, these evolving narratives allow Marico to merge tradition with innovation, fostering memorable connections that deepen engagement and loyalty. In this conversation, Awasthi delves into how Maricos festive marketing strategies honour regional roots while engaging a diverse, modern audience, and building a brand legacy that preserves tradition while evolving with the times. Edited Excerpts: Marico has a legacy of successful festive campaigns, from Parachutes Diwali ad to this years Saffola Oats Onam and Nihar Naturals Pujo campaigns. How do you balance maintaining continuity in your messaging while evolving to resonate with newer audiences? Marico's festive campaigns balance tradition and innovation, rooted in the cultural significance of festivals. Our approach focuses on driving relevance by understanding the cultural nuances and emotional connections that shape consumer behaviour. We tap into the desire for purity and tradition, as seen in our Parachute campaigns. Our #BePujoReady with Nihar Naturals reflects the brand's ethos of empowerment, emphasizing that Preparation Makes You Stand Out. For this years Pujo campaign, we tapped into digital platforms and social media to meet our audiences where they are most active. By collaborating with Anandabazar.com and leveraging the reach of Bengali actresses Priyanka Sarkar and Darshana Banik, we not only honoured traditional values but also brought them into a modern, relatable context for todays consumers. By focusing on consumer-centricity and contextual marketing, we reinforce the cultural vibrancy and joy of Durga Pujo. This strategy not only maintains our brands legacy but also builds deep affinity, creating an emotional connection that fosters engagement and loyalty across both longstanding and newer audiences. Maricos portfolio spans multiple brands with unique identities and audiences. How do you craft culturally nuanced stories for such a diverse consumer base during the festive season? What emotions are typically associated with the festive season, and how does Marico tap into them to create effective campaigns? The festive season is a time of joy, togetherness, nostalgia, and celebration, evoking strong emotions in consumers. With multiple brands under our umbrella, we recognize the significance of tailoring our approach to the relevance of each unique audience. We achieve this by balancing cultural significance, consumer needs, and brand purpose. By tapping into the unique traditions and emotional sentiments of the time, we create messages that truly resonate with our audience. This connection not only enhances engagement but also encourages consumers to see our brand as a part of their celebration, leading to increased loyalty and sales. In the context of festive marketing, relevance is key to capturing consumer attention. Our campaigns therefore emphasize on family traditions, cultural festivities, and personal experiences, building brand affinity and loyalty. By understanding the importance of looking and feeling one's best during these celebrations, we create hyper-personalized campaigns that speak to individual consumer preferences. We create emotive campaigns that connect with the spirit of festivals like Durga Puja and Onam, demonstrating how our brands enrich consumers' lives with feelings of self-assurance, radiance, and delight. For instance, Nihar Naturals' Pujo campaign focuses on empowering women through beauty rituals, while Saffola Oats' Onam campaign celebrates Kerala's cultural heritage with a nutritious twist. Our goal is to make our brands an integral part of consumers' festive experiences, fostering connection and shared joy. Ultimately, our nuanced approach enables us to craft culturally relevant narratives that resonate with our diverse audience, making our festive campaigns truly memorable and impactful. Are there specific festivals where storytelling plays a more pivotal role in connecting with your audience? And how do you go about it? Storytelling around the relevant festive traditions and rituals followed by consumers, allows a brand to deepen their connection creating a strong bond. For instance, in Maharashtra Abhyang Snan is a religious ritual performed on Choti Diwali. It involves waking up early in the morning to cleanse your body with a mix of oil and Ubtan, and thereafter lighting diyas and offering prayers to God. Taking the cue from this tradition, our campaign #IssDiwaliChamakUtho by Parachute Advansed Jasmine, focuses on the emotional connection between parents and their children, highlighting that it is their presence that truly lights up the festival. The message, Iss Diwali Chamak Utho, embodies not only the joy of homecoming but also our commitment to providing innovative beauty solutions through our innovative offerings. In our storytelling approach, we aim to evoke nostalgia and emotion, creating a relatable narrative that resonates with our audience's experiences during the festive season. By incorporating real-life moments and celebrating the bonds that make Diwali special, we ensure that our audience feels a personal connection to the brand and the message we convey. In this year's packaging, we are blending tradition with modern aesthetics by creating designs that reflect the festive spirit while ensuring practicality. The offering not only looks visually appealing but also aligns with the festive theme of joy and beauty. Additionally, we are running a special festive combo that includes a free Santoor Abhyang Glow Soap with the purchase of Parachute Advansed Jasmine Hair Oil. This package combines beauty and tradition, offering our customers a holistic experience, and enhancing both emotional and functional connections with the brand during Diwali. Indias diversity means that festivals are celebrated differently across regions. How do you tailor your marketing strategies to reflect these regional preferences while maintaining a consistent brand voice? How does Marico adapt to different regional markets and cultural preferences through their marketing? India's diversity is not just about language, but also about the distinct way every festival is celebrated. Our approach at Marico is to embrace this uniqueness while ensuring our brand voice remains consistent and authentic. We aim to be a part of our consumers' festivities by tailoring our campaigns to resonate with their regional celebrations and traditions. Highlighting few of our older but notable campaigns - In Maharashtra, our #AaiApproved campaign for Parachute Advansed Aloe Vera during Ganesh Chaturthi celebrated the brand's trust by mothers, while in Kerala for Onam, our #ThankYouNurses campaign for Parachute Advansed Ayurvedic acknowledged the efforts of frontline workers during the Pandemic. In Tamil Nadu, for Pongal, we launched a campaign encouraging consumers to write 'We are Tamil' in their pookalams, celebrating Parachutes homegrown roots and reinforcing its strong local connection with the region. Last year, for Nihar Naturals we celebrated Durga Pujo in West Bengal by crafting a Durga Maa Idol made completely of Coconuts which was highly appreciated by pandal visitors for its unique and meaningful ode to Maa Durga. All these campaigns were designed to connect deeply with our audiences, blending innovation with emotive storytelling to make Maricos brands a seamless part of our consumer's festivities. How does Marico leverage new-age advertising strategies like digital platforms or emerging tech to stand out during the festive period? We harness innovative advertising strategies to make a strong impact during the festive season. By tapping into data-driven insights, we create hyper-personalized campaigns tailored to individual consumer preferences and behaviours, ensuring our messaging deeply resonates with our audience. To amplify our efforts, we harness AI tools to enable real-time monitoring of key metrics, swift campaign adjustments, and optimized marketing actions. Our campaigns are prominently featured on major television channels, YouTube, and social media platforms, ensuring maximum visibility. By seamlessly integrating traditional and digital platforms, we stay competitive in the digital era, effectively reaching and engaging our target audience during the festive season. This multi-channel approach allows us to build brand affinity, drive sales, and create lasting impressions amidst the festive fervour. Younger audiences tend to appreciate modernity but also value tradition. How does Marico strike a balance between honouring tradition and appealing to contemporary values? We strike a balance between honouring tradition and appealing to contemporary values by understanding the cultural significance of festivals and adapting to new-age consumer needs. Our festive campaigns over the years have tapped into the emotional connections consumers have with these celebrations while innovating to meet modern consumer expectations. By blending cultural heritage with contemporary twists, like adding a nutritious spin to traditional delicacies or empowering traditional beauty rituals with modern techniques, we maintain continuity while evolving to engage newer audiences. Our approach ensures authentic and consistent messaging across campaigns, leveraging storytelling to connect our brands with consumers' emotions and values. This delicate balance allows us to honour tradition while appealing to younger audiences' desire for modernity, ultimately driving brand loyalty and affinity among generations. With over two decades of experience in the industry, what significant shifts have you observed in the FMCG sectors approach to festive advertising and trends that you expect to see in years to come? Over the past two decades, the FMCG sector's approach to festive advertising has undergone significant transformations. Brands have shifted from relying on traditional templates and predictable storytelling to embracing innovation and personalization. Today, they use customised messaging to specific audience segments, leveraging digital dominance, especially social media, to connect with consumers. Emotional storytelling has become a key strategy, creating memorable experiences that resonate with audiences. Additionally, technology integration, such as AI-powered engagement to enhance consumer experiences. Looking forward, we expect trends such as a heightened focus on sustainability, advanced technology integration, a deeper understanding of regional preferences, and the rise of experiential marketing to shape the industry. As the festive season accounts for a significant boost in annual sales, FMCG brands will continue to prioritize innovative advertising strategies, driving growth and engagement during this critical period. The festive season is critical for the FMCG sector with a spike in demand. What strategic shifts or adjustments does Marico make to cater to these seasonal needs and stay ahead in a competitive market? The festive season is a pivotal time for the FMCG sector, as it sees a significant uptick in consumer demand, driven by a desire for celebration, gifting, and homecoming of loved ones who live away from work or education. During this period, people look for products that are relevant to their festive traditions and sentiments, making it a perfect opportunity for brands to connect with them. Culturally relevant messaging can create lasting impressions. We at Marico understand the cultural nuances and traditions to curate our marketing strategies. Ensuring each of our campaigns seamlessly blends in the festival spirit and fosters a deeper connection. Our Nihar Naturals #BePujoReady campaign for Durga Puja this year highlighted the theme of preparation and empowerment, engaging audiences through digital channels and local influencers to create a meaningful connection. Next up for Diwali, we have our #IssDiwaliChamakUtho campaign by Parachute Advansed Jasmine captures the essence of family togetherness, offering special festive packs that combine beauty and tradition. The Ambada campaign for Ganesh Chaturthi tapped into local traditions and the significance of 'Aai-approved' hair care practices, encouraging a sense of cultural pride and familiarity.

Why Culture is the key to building unforgettable campaigns

In the competitive marketing environment of today, culturally based initiatives have shown to be more successful in changing customer behaviour than generic ones. Every memorable or effective campaign starts with a knowledge of the values, ideas, and feelings of the target audience. Beyond simple statistics, culture explores the psychographic factors influencing consumer behaviour, thoughts, and feelings. From geography to perspective, culture transcends stereotypes. Culture is like an iceberg; the apparent (demographic) aspects merely scratch the surface of what actually influences consumer behaviour. Beneath the surface is a vast, sophisticated layer called psychographics. This layer comprises the common ideas, aspirations, and eccentricities of people from many backgrounds or ages. Deeply understanding culture requires seeing it through the prism of shared ideas and attitudes instead than only geographical indicators. While psychographics provide the reason for audience behaviour, demographics identify the audience members. Appealing to basic stereotypes misses the mark when you should be using deeper psychographic insights; as the marketing adage goes, If you're fishing in the wrong pond, you'll never catch the big ones. Simple three-layer model allows brands to craft culturally relevant campaigns: Surface Knowledge: List the obvious cultural indicators including customs, regional accents, and social mores. This stage helps one to understand the obvious manifestations of culture that everyone is able to observe. Investigate common emotions, values, and beliefs in a psychographic dive. Dream of what your target readers wish for? What irritates them? Why may they be laughing or crying? Knowing these questions helps one to grasp the actual meaning of the message. Create a link between the message of the brand and the cultural awareness. Whether it's comedy, goals, or daily obstacles, identify the shared ground your audience can connect to and link your campaign story to it. Some of the recent campaigns that harnessed cultural insights to build lasting consumer connections include: Five Star: Winning Through Cultural Ubiquity Perfect illustration of this approach is Cadbury's 5 Star 5 Stars Everywhere campaign. The brand discovered an intriguing cultural insight instead of following conventional wisdom about indulgence or craving: the omnipresent impact of five-star reviews. Customers of today trust ratings for hotels, devices, and even energy compliance. The ad deftly linked the idea of 5 Stars to trust and excellence by matching its unique brand asset (product name) with this well-accepted emblem of quality. Saying, If it's five stars, it's got to be good, is like an unsaid nod. This story turned Cadbury 5 Star become a quality standard, so quietly supporting its cultural relevance. Bingo: Marriage of Global Trends with Local Quirkiness Our own (Tonic Worldwide) campaign for Bingo' Meaun Meaun adopted a psychographic insight defining the obsession of young Indians with K-pop culture. The marketing resonated on a psychographic level by copying the appealing songs and quirky look of K-pop music videos. We tried to connect with the target audience by following a cultural movement rather than a fad, therefore transcending mere trends. We not only borrowed from K-pop but also injected Indian humour to produce a wonderful cultural crossover. This unusual strategy produced a campaign that seemed both new and familiar by helping to close the distance between local tastes and worldwide popular culture. People buy relationships that let them say, Hey, this feels like me, not goods. Making use of identity & emotion A great culturally grounded campaign sells a feeling, a connection, or a sense of belonging rather than only a product. Digging into psychographic data, marketers find the cultural hooks that audiences value. These advertisements become a part of the consumer's identity rather than only a purchase tool. Think about the creative allusion to K-pop fever by Bingo or the humorous connection between five-star ratings or Cadbury 5 Star marketing. Both efforts are about becoming a part of the things viewers value and enjoy, not only about chocolate or chips. The future ahead Because they feel real, culturally anchored campaigns stand out. They sell a story, a sensation, or an experience that personally connects with the customer, not just a good or service. Deeply exploring psychographics allows companies to develop advertising that appeals to customers at both conscious and subconscious levels. Authenticity becomes the currency of trust at a time when consumers are inundated with innumerable commercials every day. Alternatively, as the great copywriter Bill Bernbach advised, It's not just what you say that stirs people. That is your manner of saying it. And the best way to communicate it is to speak their languagequirks, passions, all. Beyond preconceptions, knowledge of psychographic intricacies, and bridging of universal connectors, marketers can create ads that not only grab attention but also win hearts. Thus, get deep into the culture and design campaigns that inspire individuals to feel, Hey, this is me! rather than only surface level. This article is penned by Sudish Balan , Co-Founder and Chief Creative Officer, Tonic Worldwide. Disclaimer: The article features the opinion of the author and does not necessarily reflect the stance of the publication.