Instagram Rolls Out Testimonials Which Lets Creators Get Paid by Writing Endorsements

Instagram on Thursday announced a new avenue for creators to earn money through partnership advertisements called Testimonials. It is a type of content which a brand posts in collaboration with a creator for the promotion for a product or service. Such ads are featured on the creators Instagram handle in the form of videos or written-only text. The social media platform says its new ad format follows a text-only medium which can be stacked on top of existing deals with brands.

Kendrick Lamars Super Bowl feud with Drake and its marketing ripple effect

The Super Bowl is no stranger to drama, but Super Bowl LIX turned up the heat. Hip-hop, sports, and advertising collided as the halftime stage became the latest battleground in one of raps fiercest rivalries. From reigniting his feud with Drake to dominating the Billboard charts, Kendrick Lamar had the world watching. With 133.5 million viewers , Lamars performance became the most-watched Super Bowl halftime show in history, according to the NFL and Apple Music. At the center of it all was Not Like Us, the diss track that had already ignited the industry. Following his performance, the song skyrocketed across streaming platforms, pulling in 49 million official streams, 20.5 million radio airplay audience impressions, and 33,000 sales in the U.S. between February 7 and February 13. Those numbers marked surges of 156%, 31%, and 432%, respectively. This wasnt just another halftime show; it was packed with star power. Hollywood actor Samuel L. Jackson and tennis player Serena Williams stood by Lamars side, amplifying the spectacle. But even with the A-list presence, all eyes were on the brewing tension between two of raps biggest names, with Lamars performance adding fuel to the fire. The tension between Lamar and Drake had been simmering for months, finally boiling over with Not Like Us, a track that took direct aim at his rival and ignited industry-wide debates. The feud didnt just stay in the music; Drake even sued Universal Music Group, this is a music label that publishes for both the artists' inquest, claiming the diss track crossed into defamation. But rap rivalries arent just about the lyrics; they fuel fan wars, social media debates, and even streaming numbers. With this backdrop, the world was eager to see if Lamar would use his Super Bowl moment to fuel the fire or shift the narrative. The answer? A little of both. Lamar hinted at Drakes lawsuit during his performance, teasing about whether or not he should perform the song as you know they love to sue. Playing Not Like Us at halftime was the exclamation point in Lamars victory lap in the feud. Fashion, advertising, and the Billboard charts all moved in his wake. Billboard domination Post-Super Bowl, Not Like Us reclaimed the No. 1 spot on the Billboard Hot 100, 30 weeks after its initial peak. Thats the longest gap between No.1 rankings in the charts history for a hip-hop track. Four of the top five spots on the Billboard Hot 100 were owned by him due to his Super Bowl setlist. This included: No. 1 - Not Like Us No. 2 - Luther (ft. SZA) No. 3 - TV Off (ft. Lefty Gunplay) No. 5 - Squabble Up And thats not all. Lamar also made history on the Billboard 200, becoming the first rapper to have three solo albums simultaneously charting in the top ten. From music to marketing Super Bowl performances have long been trendsetters, and Lamars impact extended far beyond music, setting off a chain reaction in fashion, marketing, and consumer behavior. His fashion choices, particularly his flared Celine jeans, became an overnight sensation. In a matter of hours, the $1,200 jeans sold out in major retail stores, with fashion enthusiasts rushing to copy the same look. But fashion wasnt the only industry that felt Lamars impact. Sneaker culture felt the ripple effect almost instantly. According to online apparel reselling platform StockX , the Nike Air DT Max '96, a retro silhouette Lamar sported during his performance, saw a 413% spike in trades after his Super Bowl appearance. Some brands pivoted their advertising strategies in response to the Super Bowl LIX. From sports drink companies to beverages, brands referenced his performance in their social media marketing. Lamars Super Bowl moment highlighted the intersection of music and marketing. Lamar's performance didnt just dominate the Billboard charts, it drove fashion sales, sneaker trends, and brand engagement. More than just entertainment, the halftime show became a case study in how influence translates to commerce, reinforcing the Super Bowls significance in the marketing.

From Reels to radio: How Mere Husband Ki Biwi made noise before its release

Over the years, Bollywood promotions have evolved from straightforward poster launches and television interviews to highly interactive, real-time audience engagement strategies. Today, a films marketing is as much a performance as the movie itself. The promotional campaign for the upcoming romantic comedy Mere Husband Ki Biwi illustrated a blend of traditional and digital marketing approaches. With Arjun Kapoor, Bhumi Pednekar, and Rakul Preet Singh at the forefront, the films marketing efforts spanned social media, on-ground activities, radio promotions, and music releases. At its core, the film is a romantic comedy that navigates the chaos of a love triangle. Arjun Kapoor plays Ankur, a man torn between his current fiance, Antara (Rakul Preet Singh), and his ex-wife, Prabhleen (Bhumi Pednekar), who suffers from retrograde amnesia and believes they are still married. This premise lends itself naturally to a lighthearted and humour-driven promotional campaign, which the makers have tried to leverage to keep audiences engaged in the lead-up to the films release. Social media: Where stars and selfies meet The films social media strategy was centered around real-time interactions and lighthearted content. The lead actors have been active on Instagram, sharing posts and stories that document their travels and behind-the-scenes moments. View this post on Instagram A post shared by Bhumi Pednekar (@bhumipednekar) View this post on Instagram A post shared by Bhumi Pednekar (@bhumipednekar) In addition, the cast has participated in several humorous Instagram reels. One video shows Rakul Preet Singh and Arjun Kapoor engaging in a playful exchange reminiscent of well-known Bollywood jokes. Another reel involves a mock dialogue where Arjun makes a casual reference, prompting Rakul to quip about a humorous price, further fueling online discussions and user engagement. View this post on Instagram A post shared by Rakul Singh (@rakulpreet) View this post on Instagram A post shared by Rakul Singh (@rakulpreet) Besides that, the cast also collaborated with popular Instagram creator Rakesh Sharma aka Rakesh Sharma Sir. The cast also collaborated with Swiggy to offer new discounts. View this post on Instagram A post shared by Rakesh_Sharma0989 (@rakesh.sharma.sir) View this post on Instagram A post shared by Swiggy Dineout (@swiggy_dineout) On-the-ground promotions: From flight to street food The campaign has not limited itself to the digital space. During a visit to Lucknow, the films stars were seen taking a break at a local chaat stalla nod to the regions rich culinary heritage. This street-level interaction is part of a broader strategy to connect with audiences on a more personal level while traveling across the country for promotional tours. View this post on Instagram A post shared by Manav Manglani (@manav.manglani) The cast has been traveling across the country, engaging directly with audiences in various cities. In Mumbai, for example, Bhumi Pednekar was noted for her media appearance in a checkered saree during the promotional events. These interactions included direct audience engagement, informal interviews, and spontaneous moments that have been documented and shared on social media. View this post on Instagram A post shared by Rakul Singh (@rakulpreet) View this post on Instagram A post shared by Rakul Singh (@rakulpreet) Radio as a revival medium In a move that bridged the gap between classic and contemporary media, the campaign included a radio initiative led by media professional Sapna Katwala Khan of On Air Media. The radio sessions, which featured live interactions with Arjun Kapoor, Bhumi Pednekar, and Rakul Preet Singh, aimed to engage listeners directly. This effort is designed to revive radio as an intimate medium, offering an alternative platform for reaching audiences beyond social media and traditional print. View this post on Instagram A post shared by Rakul Singh (@rakulpreet) Musical notes and trailer buzz The music component of the campaign was marked by the release of the films second song, Ikk Vaari . The track, intended as a key promotional tool, has been positioned to complement the films narrative and stir interest among potential viewers. Alongside the music release, a trailer launch event was held in Mumbai. At the event, the cast presented a detailed look at the films storyline, which revolves around a love triangle. Arjun Kapoors character, Ankur, is caught between his ex-wife, played by Bhumi Pednekar, and his current fiance, portrayed by Rakul Preet Singh. Notably, the trailer highlights an unusual twist involving the ex-wifes retrograde amnesia, a plot element that has sparked varied audience reactions. During the trailer event, Bhumi Pednekar appeared in a purple lehenga and engaged with media representatives, while other members of the cast interacted with paparazzi and shared moments from the event on their social media handles. These activities have helped generate conversation around the films narrative and promotional strategy. View this post on Instagram A post shared by Rakul Singh (@rakulpreet) A symphony of strategies By integrating digital content, on-ground activities, radio promotions, and strategic music releases, the marketing team behind Mere Husband Ki Biwi is employing a comprehensive strategy. The campaign leveraged multiple platforms to ensure the film reaches a diverse audience, highlighting that even in the fast-changing media environment, a well-coordinated mix of traditional and modern tactics can effectively convey a films narrative. Each element of the campaign contributes to a broader effort to generate interest and maintain audience engagement in the run-up to the films release.

Instagram adds sponsored creator endorsements in ad comments

Instagram has introduced a new feature within its Partnership Ads, allowing brands to display creator endorsements in the form of sponsored comments on promotional posts. The update, known as Partnership Testimonials , will enable creators to post brief text-only recommendations that appear as a 'Sponsored' comment within the ad's comment section. The partnership will also be indicated in the post creators header, maintaining the standard format of Instagrams Partnership Ads. Testimonials are quick, text-only written endorsements that appear on an ad and allow creators even more opportunities to earn through brand deals, Instagram stated. The move aims to capitalise on the influence of creators, with Instagram reporting that 40% of users rely on creator recommendations when shopping on the platform. The addition of direct endorsements within comments could help drive engagement and sales. Partnership Testimonials will be limited to 125 characters, requiring creators to keep endorsements concise. At launch, brands will only be able to feature one testimonial comment per Partnership post. While the feature offers a new avenue for creators to monetise their influence with minimal effort, its effectiveness will likely depend on whether users actively engage with the comment section. Unlike video endorsements or dedicated posts, these text-only testimonials may be less visible to audiences.

Lynxs latest micro ads offer a bold and bizarre take on intimate fragrance

For decades, Axe (or Lynx, as its known in some markets) has built its brand around the idea that smelling good makes you more attractive. Traditionally, its ads showcased men using body spray as a magnet for attention. But now, Lynx is pushing that idea even further by suggesting that the right scent can attract people to places you would least expect. With its latest campaign, the brand isnt just turning heads, its making noses follow. Aimed at promoting its fragrance designed for intimate areas in Spain, the series of 10-second micro-ads highlight the unexpected power of fragrance in some rather unconventional ways. Conceptualised by LOLA MullenLowe, the first spot titled, Basket, is set in a high-energy basketball game, where a player is soaring mid-dunk with an opponent trying to block the shot; nothing out of the ordinary. Until the defenders nose accidentally passes near the dunkers lower body, specifically his nether regions. Instead of moving away, he stops, inhales deeply and seems unable to resist the scent and the game takes a backseat. In the second spot, cinema plays a role. Anyone who has been to a packed movie theatre knows the awkward shuffle required to let someone pass. In this ad, a man makes his way to his seat, squeezing past a row of people. As he moves, a woman catches an unexpected whiff of his scent, right from his rear. Instead of ignoring it, she stands up and follows him down the aisle, sniffing as she goes. The third spot features a boxer, prepped and ready for his match, spraying Lynx on his feet. Fast forward to the fight, he delivers a knockout blow and his opponent crumples to the ground, landing face-first near his feet. What should have been a humiliating moment takes an unexpected turn. The defeated fighter, instead of recovering, takes in a deep sniff and remains there. Even after the match ends and the victorious boxer heads for a post-fight shower, the opponent remains, still drawn to the scent. Despite the ad spots too-in-the-face approach, the ones who are getting sniffed and the audience around them are often baffled and weirded out. This reaction adds to the bizarre and exaggerated nature of the campaign, making it even more of a spectacle. However, this campaign is a continuation of Lynxs signature bold approach, playing with exaggerated attraction in a quirky, humorous way. But it also speaks about how scent isnt just for the upper body. The brand taps into a conversation that many personal care products shy away frombody odour in less commonly discussed areas and the growing market for all-over body sprays. Rather than positioning its deodorant purely as a tool for personal confidence, it leans into the idea of fragrance as a force of attraction; no matter where it is applied. By using absurd humour and unexpected moments, the brand ensures the message sticks all in 10 seconds. In a world of shrinking attention spans, the brands use of micro-ad format gets straight to the point. The exaggerated reactions and bizarre scenarios make them perfect for social media shareability. Toms Ostiglia, ECD at Lola MullenLowe notes , This campaign proves that no matter the length, great storytelling and sharp humour can make an impact everywhere. Whether viewers find the campaign outrageous, hilarious or just weird, it grabs attention in the most brazen manner.

New Google Ads update brings better AI generated visuals

Google has introduced updates to its Performance Max campaigns, incorporating improved AI-driven image generation and new asset recommendations to optimise advertising performance. The key update involves advancements in AI-generated images, particularly for human characters. The company first launched AI image generation for Performance Max assets last year, and the latest improvements aim to produce more realistic depictions, especially in advertisements featuring people. With the help of Imagen 3, were now rolling out the ability to use text prompts to generate images that contain adult people and faces across Performance Max, Demand Gen, Display, and Apps campaigns, Google said in a statement . The company emphasised that the process has undergone extensive user research to ensure quality and effectiveness. The company also confirmed that AI-generated images of prominent figures, such as politicians and celebrities, as well as children and other sensitive subjects, will be restricted. All AI-generated visuals will carry SynthID watermarks to indicate their synthetic nature. In addition to image generation, the company is introducing new asset-audience recommendations designed to enhance ad performance. The system will suggest themes and elements that resonate most with advertisers target audiences, providing guidance on how to improve creative effectiveness. Another enhancement includes Performance Max campaign experiments that assess the impact of different creative assets. The company has introduced a beta test allowing retailers with product feed campaigns to compare the effect of adding various assets, including AI-generated text, images, and videos, against campaigns without additional assets. The updates aim to refine ad performance by leveraging the company's extensive advertising data to generate and recommend content optimised for audience engagement. These features are rolling out within Google Ads Manager, with the asset recommendations available through Google account teams.

YouTube rolls out 'Promote' button for Shorts

YouTube has announced an expansion of its audio reply feature for comments, alongside a new option allowing creators to promote their Shorts content more widely within the platform. The audio reply feature, initially tested with select creators in December, enables channel managers to respond to comments using voice clips up to 30 seconds in length. The update is currently being rolled out to a small number of creators in the United States on iOS. If youre a Creator in the test group, you can navigate to one of your videos via the YouTube app and find a comment that you want to respond to. You can then tap the soundwave icon to record a voice reply and post it as a comment, The platform stated . While the feature is currently limited to creators responding to comments on their own channels, the platorm has indicated that it may eventually allow general users to leave voice comments. This potential expansion could enhance engagement but may also pose moderation challenges, given the platforms history with harmful comments. In addition to audio replies, the platform is introducing a new 'Promote' option for Shorts, allowing creators to pay for increased visibility directly from the YouTube Studio app. Promote provides creators with a quick and easy ad-buying experience, directly in Studio, without having to navigate the complex campaign options in Google Ads. Promoted videos will be automatically shown to viewers who are more likely to engage with the promoted channel, YouTube stated. Unlike standard YouTube ad campaigns, this feature does not offer in-depth targeting but provides a streamlined option for boosting Shorts content. The new tool could help creators increase engagement and reach wider audiences without navigating the complexities of Google Ads.

JioStar partners with 11 brands for ICC Mens Champions Trophy 2025

JioStar, the official broadcaster and streaming platform of the ICC Mens Champions Trophy 2025, has announced its list of sponsors, highlighting the tournaments commercial significance. The confirmed sponsors include Dream11, Pernod Ricard India, Beam Suntory, Kohler, Birla Opus, Vodafone Idea, ICICI Direct, McEnroe, and Eicher Motors. Indira IVF and LIC Housing Finance Limited are associate sponsors on DD Sports. We are thrilled to bring the ICC Mens Champions Trophy 2025 to millions of cricket fans in India, supported by a robust roster of sponsors, said Anup Govindan, Chief Revenue Officer, Sports, JioStar. This tournament is poised to be a landmark event, and the enthusiastic participation of top brands underscores the unifying power of cricket. We look forward to delivering an unmatched viewing experience for fans and meaningful value for our partners. With growing attention on the ICC Mens Champions Trophy 2025, it is set to captivate audiences across India through exciting brand partnerships. The tournament will engage diverse consumer segments, offering a dynamic blend of sports and brand synergy. Fans can expect an immersive viewing experience, enhanced by innovative sponsorship activations and engaging content experiences. The ninth edition of the tournament kicks off today and will culminate with the final on March 9. All matches will be broadcast on the JioStar Network and streamed live on JioHotstar.

Zomato launches AI tool 'Nugget' to automate customer support

Food delivery company Zomato has introduced Nugget, an artificial intelligence (AI)-enabled customer support platform designed to enhance its food delivery operations, quick commerce vertical Blinkit, and supply chain services platform Hyperpure. The launch was announced by Zomato CEO Deepinder Goyal in a post on X. Introducing Nuggetan AI-native, no-code customer support platform. Nugget helps businesses scale support effortlesslyhighly customizable, low-cost, no dev team needed. No rigid workflows, just seamless automation. Resolves up to 80% of queries autonomously Learns & pic.twitter.com/pnVrUEhmcd Deepinder Goyal (@deepigoyal) February 17, 2025 Nugget has been developed over a period of three years by Zomato Labs, an internal division of the company. It currently manages over 15 million customer interactions per month across Zomatos platforms. According to the company, the AI-driven system is capable of resolving up to 80% of customer queries autonomously, learning and adapting in real time. The platform requires no coding for operation and supports both instant chat and voice-based assistance. The launch of Nugget follows Zomatos recent decision to rename the company to Eternal Ltd. The move was formally announced in a regulatory filing on 6 February 2025, citing Blinkits rapid growth as a key factor behind the rebranding decision. The companys leadership has stated that the new identity aligns with its expanding portfolio. Our board has approved this change today and I request our shareholders to also support this change. If and when it is approved, our corporate website will transition from zomato.com to eternal.com. We will also change our stock ticker, Goyal stated in a letter to shareholders. The rebranding is expected to mark a significant transformation in the companys corporate structure and strategic direction.

1702 Digital retained as Happilo's Digital AOR

Happilo, a brand in the healthy snacking industry, has renewed its partnership with 1702 Digital to refine its digital strategy and strengthen its online presence. As the company caters to a growing digital-first audience, the collaboration aims to enhance search rankings, user experience, and overall visibility. Recognising the importance of a strong digital footprint, the brand is focusing on optimising its website and digital media approach to engage consumers more effectively. Reengaging with 1702 Digital was a clear choice for us, said Vikas Nahar, Founder of Happilo and a former Shark on Shark Tank India. Their cutting edge business understanding of new age brands and innovative approach to digital marketing has proven to drive visibility and conversions. Were confident that our collaboration again will not only optimise traffic and visibility but also provide an exceptional user experience on our site and boost our media engagement. At 1702 Digital, we focus on long-term impact, and having Happilo return to us reinforces the value we bring to our partners, said Mihir Joshi , from 1702 Digital . Our goal is to position Happilo as the leading name in healthy snacking by ensuring they rank higher in searches, offer a seamless online experience, and engage effectively through digital media. This collaboration will take their online presence to the next level. As more consumers turn to online shopping for convenience and variety, the brand aims to strengthen its digital presence. Partnering with 1702 Digital, the brand seeks to enhance its online strategy and engagement to remain competitive in the evolving digital landscape.

International Olympic Committee & TCL announce global partnership

The International Olympic Committee (IOC) announced a Worldwide Olympic Partnership with the technology company TCL through to 2032. TCL will be the official Worldwide Olympic and Paralympic Partner in the Home Audiovisual Equipment and Home Appliances category. The company's products will drive new experiences for fans and athletes, from digital displays at the Olympic and Paralympic to household appliances in the Olympic Village. Through this new partnership, the organisations will also work together to bring the magic of the Olympic and Paralympic to billions of fans around the world through innovative marketing campaigns. TCL will play an important role as the IOC progresses its Olympic AI Agenda, including supporting fan and athlete experiences on site and at home. TCL will also support the ' Athlete Moments' initiative at the games, which allows athletes to connect with loved ones around the world immediately after their competition. As a result of the agreement, the IOC will redistribute the revenue it receives to provide financial support to sports organisations around the world, including every National Olympic Committee and their athletes, plus the Organising Committees for the Olympic Games and Youth Olympic Games until 2032. At an announcement ceremony held in Beijing, China, in the 'Water Cube' (Beijing 2008) / 'Ice Cube' (Beijing 2022) venue, IOC President Thomas Bach said, The IOC is excited to announce its new partnership with TCL, a world leader in the television and household goods industries. TCL has a long history of supporting sport around the world, and is now taking its ambition to inspire greatness to new heights, as the Olympic Games are the greatest, most inspirational global sporting stage. Li Dongsheng, Founder and Chairman of TCL , said, We are honoured to become a Worldwide Olympic and Paralympic Partner. As a leading global technology brand, TCL has always striven to Inspire Greatness, which aligns with the Olympic spirit. The Olympic Games inspire billions of people around the world, and through this partnership TCL's diverse innovations will empower the Olympic Games and deliver exceptional experiences to a global audience. TCL will continue to fulfil its corporate social responsibility, support the Olympic sustainable development goals, and create a better future. At the Olympic and Paralympic, the company will enable new visual and lifestyle experiences by providing a range of intelligent innovations, including smart displays, air conditioners, refrigerators, washing machines, door locks, audio systems, projectors and TCL RayNeo smart glasses. Ji Kejval, Chair of the IOC Revenues and Commercial Partnerships Commission , said, TCL is a global leader in its industry and is one of the worlds fastest growing brands. The TOP Programme continues to offer the worlds leading brands and marketeers an unparalleled marketing platform built on the global reach and values of the Olympic Games. Testament to this is todays announcement, as we bring TCL to the family of TOP Partners.

Women's cricket sees 103% increase in searches : Report

Kantar , the marketing data and analytics company, announced the release of its inaugural ' India in Search' report, a comprehensive analysis, derived from data curation of Google search trends, further analysed by mapping emerging themes and topics against the Kantar trend framework matrix. The report reveals dynamic shifts across 15 categories and offers compelling insights on the connection between the trends and the people driving them. It serves as a testament to the vibrant and ever-evolving landscape of India's search behaviour, offering valuable perspectives for businesses and marketers. Key highlights: Sports Cricket continues to captivate the nation with 223.4 million average monthly searches, and a notable rise in interest in women's cricket, which saw a 103% increase in searches. Other sports like Kabaddi, Hockey, and eSports are gaining traction, with Kabaddi searches increasing by 75% and Hockey by 40%, reflecting India's expanding sports culture. Additionally, community sports such as Cricket, Badminton, and the new kid on the block, Pickleball, have got Indians moving this year. Entertainment & Music There is a growing interest in thrillers, crime, and horror genres, while traditional action movies see a decline. Additionally, live music and concerts are becoming more popular, with a 43% increase in searches for events like Coldplay, Taylor Swift, Vijay Antony, and Diljit Dosanjh concerts. Mobiles Chinese mobile brands account for 52% of all smartphone brand searches in India. Samsung, Vivo, and iPhone drive the highest search volume in 2024. The fastest-growing phone models include Redmi 13C 5G with 1 million searches (+44K%), Nothing Phone 2A with 823K searches (+37%), and Motorola Edge 50 Fusion with 673K searches (+30%). Across brands, Pro versions (8M) saw a +418% increase in search interest highlighting the Indian tech-savvy consumers preference for premium and feature-packed version. Health & Wellness Health searches are evolving beyond physical ailments to include mental wellbeing and skin health, with searches for sensitive skin solutions reaching 5 million and women's health topics like pregnancy care garnering 2 million searches. There is also a rising interest in nutrition, with increasing searches for supplements and natural food sources. Obesity and weight management remain significant concerns, with consumers turning to fitness apps (289K, +12%) more than personal trainers (307K, +2%) to learn about fitness. News Major headlines and latest updates drive 41% of all searches. Consumers actively follow up on TV news stories, from Ratan Tatas passing to Sunita Williams stranded in space. Interest in Sensex and NIFTY fuel business news consumption while political news interest surged due to general elections in 2024. As audiences become more selective, they are balancing mainstream media with independent and digital-first sources to get a more nuanced and real-time news experience. Experiences Consumers are letting their taste buds explore various dining experiences and shopping melas. Dine-ins have had the biggest share of searches and have doubled over the year. More nuanced dine-in experiences such as fine dining are driven by the metros, especially Bengaluru (416k, 104% growth). Travel & Mobility Offbeat destinations are gaining popularity (49% growth) in searches. In India, Lakshadweep leads the pack with a massive rise in interest (268% growth) generated post the controversy involving Maldives. International travel is also on the rise, with searches for destinations like Azerbaijan (268%) and Kazakhstan (226%) growing significantly. Community-based mobility options like carpooling and bike rentals are becoming more popular. Kidsverse Parents are increasingly willing to splurge to ensure their kids receive the best. As parents prioritize luxury and well-being, the market for high-quality children's products continues to expand, showcasing a propensity for premium childrearing experiences. Influencer & Celebrities Searches for influencers and celebrities continue to grow, with consumers looking for the latest updates and trends. The data suggests strong fan following for digital personalities in equal or even bigger proportions to actors and traditional celebrities. In General, National celebs, influencers and vloggers drove higher volume (3M, +47%) than global celebs (2M, +24%) and regional celebs (754K, -11%). Beauty Hair colors (+715%), hair serums (+419%), and hair gels (+40%) have all seen significant growth, reflecting a focus on aesthetics. Male grooming is largely centered around beard care and grooming kits as gifts. However, while intimate care remains a small category, it is experiencing growth, hinting at expanding interest in mens personal care. Soumya Mohanty , Managing Director & Chief Client Officer- South Asia, Insights Division, Kantar said : The India in Search' report offers invaluable insights into the evolving search behaviours of Indian consumers. By leveraging Kantars search and social analytics capabilities, brands and marketers can better connect with their audiences and create more impactful strategies that resonate with the dynamic Indian market.

The Whole Truth Foods social media playbook: When humour meets no-bs marketing

In a world obsessed with fitness and wellness, the health industry has ballooned into a staggering $1.5 trillion market. Yet, despite the abundance of so-called nutrition-packed products, India continues to struggle with alarming health statistics, diabetes is now the eighth leading cause of death, and obesity rates are steadily climbing. This paradox is what led Shashank Mehta to create The Whole Truth Foods (TWT) in 2019. Trapped in an endless cycle of weight loss and gain despite following conventional health advice, he realized the problem wasnt just disciplineit was deception. The industry thrived on half-truths, where healthy labels often concealed ultra-processed ingredients. His solution? A brand that would tell the whole truth, about food, nutrition, and what it truly means to eat clean. But The Whole Truth doesnt just sell food, it sells it honestly. Its marketing is sharp, witty, and unfiltered, using humour and satire to call out misleading food labels and exaggerated health claims. One campaign, starring comedian Rohan Joshi , takes direct jabs at so-called protein shakes that arent as clean as they claim to be. Shashank himself is a regular feature in these ads, often poking fun at the industry's distinct, self-aware tonality, paired with being transparent has helped the brand carve a space in an overcrowded market. We take a closer look at the brands social media strategy to understand how this D2C disruptor is making its mark. Fangirls of their own products Marketing, at its core, is about selling, but how do you do it without sounding pushy? The Whole Truth Foods has found a way by unapologetically fangirling over its own products. Instead of hard-selling, the brand leans into enthusiasm, excitement, and even heartbreak when introducing new products or bidding farewell to old ones. This self-proclaimed simping is most evident in their product launch and farewell posts. Each caption goes beyond the usual promotional spiel, diving into the why, how, and what of the productgiving audiences all the details they need while keeping it engaging and relatable. Whether its celebrating a new bar flavour or mourning the discontinuation of a fan-favourite snack, TWT makes sure its audience feels just as emotionally invested as they are. This playful, fan-like approach not only humanizes the brand but also strengthens its connection with consumers. View this post on Instagram A post shared by The Whole Truth Foods (@thewholetruthfoods) View this post on Instagram A post shared by The Whole Truth Foods (@thewholetruthfoods) Educating about health, food, ingredients & more Beyond selling snacks, the brand tries to position itself as a source of knowledge in the health and nutrition space. Through social media, the brand breaks down myths, deciphers complex food labels, and educates its audience on everything from healthy diets to supplements and food habits. Each post takes a deep dive into specific ingredients, what they are, how they impact the body when to consume them, and what to watch out for. The content is informative yet digestible, making scientific concepts easy to understand without feeling overwhelming. Whether it's explaining the benefits of protein, debunking sugar-free myths, or demystifying supplement labels, TWT ensures its audience is equipped with the knowledge to make better food choices. By blending education with engagement, the brand goes beyond selling, it builds credibility and trust. View this post on Instagram A post shared by The Whole Truth Foods (@thewholetruthfoods) View this post on Instagram A post shared by The Whole Truth Foods (@thewholetruthfoods) Influencer collabs No social media-first brand can ignore the power of influencer marketing. Collaborating with influencers allows brands to tap into new audience segments, reaching people based on their interests, content preferences, and even geographical location. TWT plays this game strategically, partnering with a diverse range of creators. From fitness enthusiasts and nutrition experts to travel bloggers and lifestyle influencers, the brand ensures its message reaches consumers in different contexts. Whether its a fitness influencer breaking down the importance of clean protein or a travel creator showing how TWT snacks fit into an on-the-go lifestyle, these collaborations seamlessly integrate the brand into everyday conversations. View this post on Instagram A post shared by Vagabond Experiences (@vagabondexperiences) View this post on Instagram A post shared by Shwetambari Shetty (@shweshetty) View this post on Instagram A post shared by Dr. Sneha Desu (@snehadesu) Recipes using TWT products The brand also inspires its audience to get creative in the kitchen. The brand regularly shares recipes featuring its products, sometimes through influencer collaborations, other times through original content, showcasing how their bars, nut butters, and other offerings can be transformed into delicious, wholesome meals. View this post on Instagram A post shared by The Whole Truth Foods (@thewholetruthfoods) View this post on Instagram A post shared by The Whole Truth Foods (@thewholetruthfoods) A website that goes beyond shopping While TWT is a D2C brand, its website is more than just an online storefront. It serves as a comprehensive resource for anyone looking to make informed choices about nutrition and health. From deep dives into food labels to expert-backed content on fitness and wellness, the website has it all. Truth be told In a world where health misinformation spreads fast, Truth Be Told is Shashank Mehtas attempt at setting the record straight. This newsletter covers a wide range of topicsfrom PCOS and gym guides for beginners to the truth about hair supplementsbringing well-researched, no-nonsense insights to its readers. TruthGPT Sometimes, even the best blogs and articles dont have the answers to niche food and nutrition queries, like whether a particular ingredient in your protein bar is actually good for you or if two supplements should be taken together. Enter TruthGPT, The Whole Truths AI solution designed to provide fact-based, research-backed answers to complex food and fitness questions. Long-form content Moving beyond snackable social media content, TWT has built a dedicated YouTube channel to host in-depth conversations around health, fitness, and clean eating. Shashank Mehta once again takes centre stage, guiding discussions that simplify complex wellness topics. But the content doesnt stop at nutrition, Mehta also brings his marketing expertise into play with The Whole Truth About Marketing, a segment where he sits down with industry veterans to decode brand-building, consumer behaviour, and the evolving world of advertising. Through its sharp storytelling, unapologetic honesty, and a mix of education and entertainment, The Whole Truth Foods has managed to carve a niche in the cluttered health and wellness space. From calling out industry half-truths to fangirling over its own products, TWT has built a brand voice that is bold, transparent, and self-aware.

Garmin onboards Milind Soman as brand ambassador

Garmin, the wearable technology company, has identified India as its largest and most promising emerging market. To strengthen its position in this growing market, Garmin has roped in Milind Soman as its new brand ambassador to reach a broader audience, extending beyond fitness enthusiasts to those seeking daily wellness and a healthier lifestyle. Soman, known for his dedication to fitness, has participated in events such as the Ironman and Ultrarun and set a Limca Book of Records by running 1,500 kilometres. His association with Garmin aligns with the company's focus on health and fitness across various activities, including running, cycling, swimming, and yoga. Sharing his enthusiasm about the partnership, Soman said I am excited to be a part of Garmin and truly believe their products will inspire many people to embrace a healthier lifestyle. I have been personally using Garmin products for a long time and can vouch for their dedication to quality and high standards. Garmins focus on innovation and performance aligns with my own core values, and Im eager to continue supporting the brand in its mission to promote wellness. I look forward to a fruitful partnership with Garmin and helping others achieve their fitness goals through advanced, reliable technology. Announcing Somans association with the brand, D eepak Raina - General Manager - AMIT GPS & Navigation said , At Garmin, we believe wellness is more than just fitness, its about helping people live healthier and more active lives every day just like our mantra Beat Yesterday. With his love for running, cycling, swimming, gym training, diving, hiking, and more, Milind Soman perfectly embodies this holistic approach to well-being, just like Garmin smartwatches, which are versatile in tracking a wide range of fitness and wellness activities, accurately. His passion for living a balanced, active life will inspire others to take charge of their health in ways that suit them, with the support of Garmins wearable technology. Together, we hope to keep inspiring a global community to embrace their wellness journey, one step at a time .

Instagram Rolls Out Message Translation, Easy Music Sharing and More for DMs

Instagram on Wednesday announced new features for direct messages (DMs). It adds the capability of translating messages in different languages in 1:1 chats, enables users to schedule messages, and makes it easier to share music with others without leaving the chat window. And while Instagram previously allowed users to pin up to three chat threads at the top of the DMs inbox, they can now also pin specific chats on the instant messaging platform.

Urja Communications appoints Arunima Singh as COO

Urja Communications Pvt. Ltd. has appointed Arunima Singh as its new Chief Operating Officer (COO). Singh has over two decades of experience in marketing, including 13 years in digital and social media. She has held leadership positions at several organisations, including Asymmetrique as chief operating officer, Marksmen Media as chief digital officer, and Oliver Agency as head and business director for Google India and SEAPAC. She has also worked as Executive Vice President at Social Beat, Business Director for Digital P&L Head in Mumbai at Wunderman Thompson, and Practice Lead for digital and social P&L head at Adfactors PR. Her other roles include group head for Client Servicing at L&K Saatchi & Saatchi, Senior Account manager at Mirum India, a VML company, and Deputy Manager for Business Development and Account Management at EOS - Eureka Outsourcing Solutions. Earlier in her career, Singh worked as a Senior Asset Servicing Officer in the loans and investments division at ICICI Bank, Marketing Manager at Acme Healthcare Products, Senior Account Executive at Sobhagya Advertising Services, and Executive for Resource Mobilisation at HelpAge India. Over the years, she has worked with brands including Pidilite, Godrej Group, Essar, Parle, HCC, Magma Fincorp, Force Motors, Kotak Mahindra, Hindustan Unilever, Apollo Clinics among several others.

94% of Indian B2B marketers see high ROI with AI: Report

The pressure for B2B marketers is intensifying as nearly half of them in India have to justify marketing spend to C-suite executives on a monthly basis, according to new research from LinkedIn . With the length of B2B buying cycles getting longer, the majority (89%) of B2B marketers say its getting harder to measure long-term impact of a campaign. TheB2B ROI Impact research, which surveyed over 1,000 B2B marketers in the US, UK, France, and India, highlights the ongoing pressures that marketers face to demonstrate the impact of their work on company revenue. 84% of B2B CMOs in the country say that proving campaign return-on-investment (ROI) has become more important in the past two years. Research shows that there are three key barriers B2B marketers face when demonstrating ROI, lack of standardised industry benchmarks and metrics, particularly for B2B campaigns (42%), difficulty in accurately attributing conversions to specific campaigns (39%), integration issues between different data platforms (39%), and lack of organisational alignment on metrics between sales and marketing (38%). Sachin Sharma , Director, LinkedIn Marketing Solutions, India , says, As proving ROI remains the core priority for Indian B2B marketers in 2025, their relationship with senior leaders will be in sharper focus. With 9 in 10 already using AI tools to improve campaign returns and measure ROI better, B2B marketers must work with leaders to prioritise value metrics over volume metrics. To do this, they must adopt the right AI tools that can help measure a campaign's impact with greater precision, resulting in real business outcomes. Majority of B2B marketers say value metrics are stronger indicators of campaign success Although research finds that volume metrics, like Customer Acquisition Cost (CAC), Cost per Engagement (CPE), and Return on Ad Spend (RoAS) are some of the most frequently requested metrics from senior leadership, B2B marketers know that mindsets need to shift. Despite data showing that 46% of senior leaders in India are focused on RoAS, B2B marketers consider value metrics, like Marketing Qualified Leads (MQLs) and Sales Qualified Leads (SQLs), as stronger indicators of campaign success. Looking ahead into the next year, B2B marketers say that understanding buyer intent, a buyers likelihood to purchase, will be the biggest challenge in proving campaign effectiveness, signaling the criticality in effectively measuring qualified leads. As a result, over half (53%) of B2B marketers are pivoting to a buyer group marketing strategy to influence purchase decisions and drive conversions, and focusing on Customer Lifetime Value (CLV) in reporting. 96% of B2B marketers believe AI will have a positive impact on measurement As the buying group continues to evolve and B2B marketers find it harder to reach the right decision-makers and prove campaign effectiveness, more than 9 in 10 B2B marketers in India believe AI will have a positive impact on measurement over the next five years. And, 94% of B2B marketers also agree that they are seeing improved ROI when using AI to build and optimise campaigns. Research shows they are using AI to enhance audience segmentation and targeting (65%), drive predictive analytics for better lead scoring (61%), personalise content at scale (57%), and optimise ad spend and creative content in real time (55%). When looking to the future, B2B marketers believe that over the next five years, AI will prove to be the most valuable in measuring ad effectiveness (62%), content creation and personalisation (60%), and predictive analytics (53%) Saloni Javeri , Chief Digital & Marketing Officer at LOral India says, LinkedIns unique blend of professional networking and content marketing enables LOral to connect with key stakeholders, industry professionals, potential employees, investors, and consumers. Through targeted campaigns like LOral Sense of Purpose, weve strengthened brand awareness, corporate reputation, and engagement within a highly relevant and influential audience. LinkedIns sophisticated targeting and analytics help us measure impact, optimise campaigns, and maximize ROI. The platform is strengthening its measurement solutions to help B2B marketers track campaign performance and business impact more smartly. New investments in Conversions API (CAPI) and Revenue Attribution Report (RAR) include : Conversions API : With Conversions API , B2B marketers can connect their first-party data - both online and offline customer interactions, to LinkedIn to target audiences that are most likely to take action. When paired with campaign goals, this can be an incredibly effective tool to drive ROI. Beyond optimising lead generation campaigns for impressions, clicks and general leads, marketers can now optimise for qualified leads, those that meet their marketing or sales-qualified criteria (MQLs or SQLs). As a result, with Conversions API, marketers are achieving on average a 31% increase in attributed conversion, seeing a 20% decrease in cost per action, and early results show a 39% decrease in cost per qualified leads. Aditi Oleman , Head of Marketing at Cashfree Payments , talks about how LinkedIn helps drive business impact, LinkedIn is where we build our brand and spark real conversations with the right audience. Whether its launching new products, engaging SMBs, or sharing industry insights, LinkedIn ensures were reaching decision-makers who matter. The professional environment, precise targeting, and analytics dont just boost visibility, they drive action. Its not just another channel for us; its where thought leadership turns into real business impact. Revenue Attribution Report: When B2B marketers connect their opportunity and pipeline data to LinkedIn directly or via Marketing Partners , they can prove account-level impact of their campaigns on sales metrics with the Revenue Attribution Report (RAR). RAR enables advertisers to tie marketing efforts to real business outcomes with metrics, such as revenue influenced, return on ad spend, and pipeline.

OnePlus 13 Partners Instagram to Add Night Mode to In-App Camera

OnePlus 13 users can now utilise Night Mode from the built-in camera app while capturing images on Instagram. The smartphone maker worked with Instagram to bring this low-light photography feature to the platform. Users can now take better photos in low light without switching apps. The company has yet to announce whether this feature will be available on its other handsets.

X Premium+ Subscription Price Reportedly Hiked Hours After Grok 3 AI Model Launch

X Premium+ subscription, the highest subscription tier on X (formerly known as Twitter), has reportedly witnessed a price hike. As per the report, the price increase was rolled out just hours after Elon Musks xAI introduced the Grok 3 family of artificial intelligence (AI) models. The new prices are said to be doubled to what they previously used to be.

Delhi HC directs OpenAI to respond in ANI lawsuit

The Delhi High Court has sought a response from OpenAI on an application filed by the Indian Music Industry (IMI) to intervene in a copyright lawsuit initiated by news agency Asian News International (ANI). ANIs lawsuit alleges that OpenAI unlawfully used its copyrighted content to train and operate ChatGPT. Last week, IMI, along with music labels T-Series and Saregama India, moved the court seeking to join the news agency's case against the AI company. During a hearing, Justice Amit Bansal remarked , We cant keep expanding the scope of the suit; you can file your own suit. Hundreds of industries may be affected by it. Senior Advocate Chander Lall, representing IMI, argued that the organisation was directly impacted by the case. We will not go a step beyond the scope. We will come in the end, we will only supplement on what is left. Allow us to present arguments on law, he stated. In response, OpenAI noted that the matter is already scheduled for a hearing on Friday, 21 February. The Microsoft-backed AI firm has previously contended that Indian courts lack jurisdiction over the case, as OpenAI has no presence in the country. The news agency first filed the lawsuit in 2023, accusing OpenAI of unauthorised use of its copyrighted news content in ChatGPTs training data. The news agency is seeking 20 million in damages and an interim injunction to prevent OpenAI from storing, publishing, reproducing, or using its copyrighted materials. During a hearing in November, OpenAI assured the court that it would refrain from using ANIs content. However, it argued that its published works were still stored within ChatGPTs system and should be deleted. OpenAI has repeatedly denied the allegations, maintaining that its AI models fairly utilise publicly available data. This lawsuit marks ANI as the first media organisation in India to take legal action against OpenAI. A similar case was filed globally by The New York Times in December 2023, making it the first news outlet to initiate an AI copyright lawsuit. The Times has claimed that OpenAIs AI models harm its business and undermine its investment in journalism.

Roll Dot Agency becomes agency on record for Dram Bell Whisky in India

Ardent Alcobev, the beverage company backed by former England cricket captain Kevin Pietersen as a marquee investor, has appointed Roll Dot Agency, a London-based creative agency, as its agency on record. Under this partnership, Roll Dot Agency will drive brand strategy, creative communication, and digital marketing for Ardent Alcobevs portfolio of spirits, including Whisky, Gin, Vodka, and Rum. Working closely with the companys founders and Pietersen himself, the agency will craft 360-degree creative solutions, ensuring a compelling brand story and consistent brand presence across all consumer touchpoints. Kevin Pietersen, Former England Cricket Captain & Marquee Investor, Ardent Alcobev Pvt. Ltd., said , Having collaborated with the exceptional team at Roll Dot Agency across both Scotland and India, I have been truly impressed by their passion, commitment, and creative ingenuity. Their strategic approach to Dram Bells communication has not only captured the essence of the brand but is also delivering remarkable results. Its been a pleasure working with them on this exciting journey. Debashish Shyam , Co-Founder & Director, Ardent Alcobev Pvt. Ltd., added, Having worked with members of the Roll Dot Agency team in the past, I had no doubt in their creative capabilities. Their deep understanding of our vision and their ability to translate it into impactful storytelling made them the natural choice when we were selecting our agency partner. Jatin Fredericks , Co-Founder & Director, Ardent Alcobev Pvt. Ltd., said , Roll Dot Agency s deep-rooted presence in both the UK and India allowed them to seamlessly bridge the cultural narrative behind our bottled-in-origin whisky for the Indian consumer. Their nuanced understanding of both markets has been instrumental in crafting and executing a compelling brand story for Dram Bell, and the results have been outstanding. Tejali Shete, Founder, Roll Dot Agency, commented on the collaboration, The visionary team at Ardent Alcobev has remarkable integrity and bold ambitions for the Indian market, and Roll Dot Agency is fully aligned with their journey. Partnering with them to bring Dram Bell to life has been incredibly rewarding. It s also been a privilege to work alongside Kevin Pietersen - not just a legendary cricketer but a business leader driven by passion and great values. Ardent Alcobev s commitment to quality and ethics resonates deeply with our own values, making this collaboration truly special. With our Indian roots and extensive experience working across both Indian and international markets, we look forward to bringing a unique blend of global expertise and deep cultural understanding to the table.

Meta tests Instagram downvote button for comments

Meta is testing a dislike button for comments on Instagram, aiming to introduce more signals that could help downrank negative or harmful comments. Some Instagram users have reported seeing a new downvote arrow next to comment functions, allowing them to signal disapproval of a remark. The feature is currently in testing and does not display a public count of dislikes. Instagram chief Adam Mosseri explained the initiative, stating, Were [currently] testing a new button next to comments on Instagram. This gives people a private way to signal that they dont feel good about that particular comment. There is no dislike count, nor will anyone know if you tap the button, [but] eventually, we may integrate this signal into comments ranking to move disliked comments lower down. The feature is designed to address harmful interactions rather than indicate disagreement with a comment or flag misinformation. Mosseri suggested that this could help foster a 'more friendly' environment on the platform. Meta has previously experimented with similar downvote functionalities. In 2018, Facebook tested a downvote feature on comments, aiming to highlight overly negative responses. A similar test was conducted in 2020 for group comments, but neither implementation remained in the platform long term. Mosseri noted that feedback from creators has driven this latest test,Weve heard a lot of feedback, particularly from creators, that the comments can kind of get nasty and mean at times, and the idea, which is just a test to be clear, is to allow people to downvote comments. Its private, so no one will know, and theres no count on it that anybody can see, but we can use that signal to lower comments that might be aggressive. It might work, it might not, but we want to do what we can to improve comments for creators particularly. While the downvote option is intended to filter out harmful comments, there is a risk that it could be misused. Similar systems, such as Xs Community Notes, have been criticised for being susceptible to coordinated manipulation, where users upvote or downvote content based on ideological biases. Meta is reportedly proceeding cautiously with the test, limiting its availability to select users. Given the potential for misuse, it remains uncertain whether the feature will be rolled out more broadly.

Instagram Exploring Dislike Button for Comments, with Potential Impact on Ranking Algorithms

Instagram has finally confirmed that it is testing a new 'dislike' button that lets users downvote a distasteful or irrelevant comment on the platform. The dislike button will appear across both Feed posts and Reels. The Meta-owned photo and video-sharing platform will not show the dislike count but it will be considered in ranking comments.

The Film & TV Charitys new ad sheds light on the industrys toxic work culture

Its no secret that the film and TV industry thrives on long hours, relentless pressure, and a toxic work cultureespecially for those working behind the scenes. The Film & TV Charitys latest campaign, Break the Cycle, created by Final Cut, doesnt sugarcoat this reality. Instead, it holds up a mirror to the industry, forcing us to acknowledge the toll it takes on mental health. The ad opens with a man talking about how working in film and TV can wear people down. But as the camera pulls back, we realize, ironically, hes on a set himself, mid-shoot, surrounded by an exhausted crew on their 24th take. The room buzzes with stress: the schedule is behind, people are burnt out, but the show must go on. At the center of it all is a set runner, a young crew member at the bottom of the hierarchy, stretched thin by never-ending demands. Hes yanked in every direction, one person barks at him to fetch coffee for the talent, another vaguely tells him to sort an order without explanation, and yet another urgently needs a chair on set. The requests pile up, mistakes happen, and tension rises. He spills coffee on the talents pristine white shirt. Its a small accident, but on a set already on edge, its enough to set someone off. His senior lashes out, frustration boiling over. And then comes the line that hits hard: Do you understand how many people would kill to be in your position? The irony stings. The audience is left wondering Does the set runner himself even want to be here? The ad doesnt just highlight one persons struggle. It subtly hints that everyone on that set is drowning in the same toxic environment. The people yelling, the ones demanding, even the higher-upstheyre all trapped in a system that normalizes burnout. But Break the Cycle delivers a powerful message: it doesnt have to be this way. The industrys brutal working conditions shouldnt be accepted as the norm. The Film & TV Charity urges those struggling to reach out, to seek help, and to remember that theyre not alone. Change starts by acknowledging the problem, and this campaign makes sure its impossible to ignore.

X dominates digital advertising with 33% of total ad impressions in 2024: Report

Digital advertising in 2024 experienced remarkable expansion, with ad impressions surging by 12.7 times compared to 2020. This growth underscores the mediums increasing dominance, driven by advancements in programmatic advertising, a surge in e-commerce, and the strategic use of social media platforms. The second quarter of the year saw a 9% increase in impressions over the first, with X and YouTube emerging as leading platforms. Services remained the most advertised sector, while e-commerce categories continued to thrive. Surge in ad impressions The digital advertising landscape witnessed an exceptional rise in ad impressions, growing 12.7 times in 2024 compared to 2020. This exponential increase was fuelled by rapid adoption of digital media, particularly in sectors such as e-commerce and financial services. Compared to 2023, ad impressions grew by 7%, marking a steady annual increase. The second quarter of 2024 recorded a 9% increase in ad impressions over the first quarter. However, the highest quarterly surge was observed in the April-June period, with a 45% rise in impressions compared to the October-December quarter of 2023. These trends indicate a growing reliance on digital advertising during key business periods. Services lead the way The services sector retained its top position, contributing 49% of total digital ad impressions. Banking, finance, and investment advertising followed with a 6% share, while computers and education sectors secured 6% and 5% respectively. Notably, personal healthcare and telecom products emerged as new entrants in the top 10 sectors, reflecting growing interest in health and connectivity. E-commerce dominance E-commerce remained the most advertised category in 2024, with Ecom-Other Services leading at 12% of total impressions. Online shopping, media and entertainment, and financial services closely followed. Cellular phones and smartphones made their debut in the top categories, signifying an increased focus on mobile technology. Amazon leads the race Amazon Online India led the list of top advertisers, followed by Karma Shopping and Flipkart. Notably, Google dropped from fourth to ninth place in 2024. More than 155,000 advertisers actively engaged in digital campaigns throughout the year, demonstrating the mediums expansive reach. E-commerce companies at the forefront Among the top 10 brands, Amazon.in dominated digital ad impressions, accounting for 3% of total share. E-commerce brands represented a significant portion of the top advertisers, with Flipkart, Livspace, and Nykaa among key players. Interestingly, political advertising saw a presence with the Bharatiya Janata Party securing a spot among the top brands. Corporate and retail drive expansion Retail outlets for home and interior dcor experienced the highest increase in ad impressions, with a 100% rise. Corporate sectors in pharma and auto also saw significant growth, with auto advertisements increasing nearly threefold. The surge in fast-food advertising (86%) and healthcare-related ads (30%) further highlights shifting consumer priorities. Exclusive advertisers A significant number of new advertisers entered the digital space in 2024. Coroot Inc emerged as the leading exclusive advertiser, followed by Immuni Software and Clerk SMS. Over 100,000 advertisers exclusively utilised digital platforms in 2024, emphasising the shift from traditional advertising channels. X and YouTube lead X dominated digital advertising, capturing 33% of total ad impressions, while YouTube followed closely with a 28% share. In-app display advertising secured 18% of impressions, reflecting the growing importance of mobile-first strategies. Programmatic takes centre stage Programmatic advertising continued to be the preferred method, accounting for 88% of all digital ad transactions. Ad networks followed with a mere 4% share, while direct transactions contributed only 2%, showcasing the efficiency and scale of automated ad placements. Single image ads reign supreme Single image ads secured the highest number of impressions, capturing 50% of total ad views, while video ads followed with a 23% share. Other formats, including HTML5 and carousels, contributed to the remaining digital ad traffic. The digital advertising landscape in 2024 reinforced its position as the primary medium for brand engagement. With programmatic advertising driving efficiency, social media platforms capturing a growing share, and e-commerce maintaining its stronghold, the future of digital marketing remains promising. As advertisers refine their strategies, the industry is poised for further expansion in the coming years. Access the report here.

Unilevers 900M marketing blitz puts ad spend at a decade high

Consumer goods giant Unilever has announced a significant increase in its brand and marketing expenditure for 2024, raising investment by 900 million to represent 15.5 per cent of the years total turnover. The company described the boost as its most substantial marketing investment in over a decade, attributing the move to an improvement in gross margins. Unilevers turnover rose 1.9 per cent year-on-year to 60.8 billion, though operating profit declined 3.7 per cent to 9.4 billion due to non-underlying charges, including losses on asset disposals and heightened restructuring expenses linked to its productivity programme. Sales growth for the year stood at 4.2 per cent, with volume growth reaching 2.9 per cent and price growth at 1.3 per cent. The increased marketing spend encompassed major sponsorship deals for international football tournaments such as UEFA Euro 2024 and the CONMEBOL Copa America USA 2024. Looking ahead, Unilever expects underlying sales growth in 2025 to align with its long-term range of 3 to 5 per cent. Market conditions are anticipated to remain subdued in the first half of the year but are expected to improve later as price increases take effect to reflect rising commodity costs. The company foresees a more balanced contribution from both volume and price growth in 2025. It projects a modest rise in its underlying operating margin compared with 18.4 per cent in 2024. This improvement is expected to materialise in the second half of the year, following a particularly strong first half of 2024 when the operating margin reached 19.6 per cent, bolstered by carry-over pricing and falling input costs. Unilevers chief executive officer, Hein Schumacher, noted that 2024 was a year marked by transformation as the company worked towards becoming a higher-performing business. Market growth slowed throughout the year, and we expect a soft start in 2025. However, the launch of our refreshed GAP2030 strategy, increased investment in brands, and strong innovation pipelines position us well for future growth, Schumacher said.

GeOn partners with WolfzHowl for brand overhaul

Battrix, a manufacturer of lithium-ion batteries for the mobility sector, has transitioned into Green Energy On (GeOn) to expand its offerings. The evolution reflects the company's growth into a provider of comprehensive green energy solutions, covering both mobility and energy storage. To enable brand transformation, WolfzHowl has been brought on board as a partner for brand, customer and consumer strategy. The agency has been tasked with crafting the brand purpose and purpose-led positioning, embedding the brand into the sales engagement process and embedding the purpose into GeOns employees. Khushi Kabra , VP of Strategy at GeOn, says As a human organisation, we want the world to be greener and we as a business want more of that green. If we can help the world live and progress in green energy and leave behind a greener world for the next generations, that will truly make it a happy profit for us. Wolfzhowl was a fantastic find to enable us to do this transformation. Not only have they helped us craft our brand purpose, but they have also carved out an effective positioning that keeps our customers right at the heart of our beliefs and actions while empowering our sales function to deliver on that promise and sell effectively. We also believe that we will be able to truly deliver on our brand purpose if our employees believe in it and champion it. Wolfzhowl has been aiding us wonderfully on all these fronts. Kalyan Ram Challapalli , Founder and Chief of Strategy at WolfzHowl , adds, While we have worked across 30+ categories, along with social development, sustainability and green energy are close to our hearts. We are so glad that with all the expertise we have so far gathered in sustainability and green fields, we have been able to deploy in the GeOn business and brand transformation. It was a pleasure to work with two generations of the client system - Mr. Anand Kabra and Ms. Khushi Kabra to understand, learn from them about their business and deliver for them on the brand and customer and consumer fronts. To do good to the world, one has to be profitable and we were able to marry both. This strategic consult has been truly fulfilling for us and yielded more human satisfaction than just work satisfaction, added Kalyan.

Ari Weiss, creative force behind iconic ads passes at 46

The advertising world has lost one of its brightest stars. Ari Weiss, the The founder of Quality Experience and former global CCO of DDB who reshaped the industry with his campaigns, passed away at the age of 46 after a courageous battle with cancer. Known for his inventive approach and ability to merge creativity with cultural relevance, Weisss death has left a significant void in the industry he helped define. Weiss was born and raised in California, where he initially pursued his passion for photojournalism. However, his career took a turn when he realised the challenges of working in war zones, a decision that ultimately led him to the world of advertising. Weisss persistence and dedication to his craft became the foundation of his remarkable career. His journey in advertising began at Bartle Bogle Hegarty (BBH), where he faced early rejections but later returned as chief creative officer, proving that resilience and determination could lead to great things. Weiss's creative genius quickly became apparent as he built a name for himself at several high-profile agencies, including BBDO, Wieden+Kennedy, and Goodby, Silverstein & Partners. His ability to transform brands through innovative campaigns made him a highly sought-after creative mind in the advertising world. Milestones Ari Weisss tenure as the Chief Creative Officer at DDB North America, and later globally at DDB Worldwide, marked the pinnacle of his career. It was under his leadership that DDB North America won accolades such as the coveted A-List spot from Advertising Age for the first time in over two decades. Weiss not only redesigned the agencys visual identity but also helped secure more than 38 Cannes Lions, 34 One Show Pencils, and 20 D&AD Pencils, propelling DDB to be named the No. 2 most creative agency network at the Cannes Lions Festival of Creativity and the top creative network at One Show and D&AD for 2019. His work was widely recognised for its innovation, with campaigns that blurred the lines between art, theatre, and advertising. One of his most memorable achievements was the political-style ad he created for Kevin Spaceys character, Frank Underwood, in House of Cards . The ad aired during a GOP presidential debate, and its eerily prophetic nature helped it go viral, further cementing his reputation as a boundary-pushing creative leader. Campaigns and awards Throughout his career, Weiss became known for his ability to create campaigns that resonated on a cultural level, often sparking conversation well beyond the world of advertising. His Miller Lite campaign, 'Bid Farewell to Work Holiday Parties,' was one such example, where he collaborated with renowned artist Alex Prager to create an installation at the Los Angeles County Museum of Art. The campaign, which suggested that the cancellation of holiday parties in 2020 was actually a blessing in disguise, became the LACMAs most visited exhibition of the year and garnered extensive media attention, including a review from Pulitzer Prize-winning critic Christopher Knight. For Skittles , Weiss also took an unconventional route, opting to run a Super Bowl spot in a Broadway theatre rather than during the game itself. The show, which featured a live performance starring Michael C. Hall, sold out within 72 hours and appeared in numerous top ten Super Bowl lists, despite not airing on television during the event. These two examples reflect the creative audacity that Weiss brought to the advertising industry. His ability to take risks and turn them into cultural phenomena was unparalleled, and he demonstrated that advertising could not only sell products but also make a mark on society and culture. Founding Quality Experience In 2022, Weiss co-founded Quality Experience , a boutique creative agency, with Cristina Reina, Dan Gonda, and Colleen Leddy. In just one year, the agency produced standout campaigns for brands such as Shutterfly and Tonal. He and his partners saw an opportunity to make a difference in an environment where the larger agencies were consolidating and client budgets were shrinking. Weisss vision for Quality Experience was to create work that was not only creatively brilliant but also resonated deeply with audiences. Tributes & remembrance Weisss passing has been met with an outpouring of tributes from across the advertising world. Colleagues, peers, and industry leaders have paid tribute to his creativity, leadership, and mentorship. Wendy Clark , former CEO of DDB North America, remarked while talking to the press, He finds inspiration in the everyday. Its part of his magic. His approach to creativity, constantly looking for ways to elevate the ordinary, was a hallmark of his work and contributed to his success. Liz Taylor , Global CCO at Ogilvy, expressed her admiration for Weiss while talking to the press, calling him a fierce competitor, wildly funny, and a master of craft. She added, A career filled with jealousy-inducing work. What a talent. What a loss. The industry lost a creative giant. Many lost an incredible friend. The One Club for Creativity, a long-time supporter of Weiss, also shared their condolences, highlighting his selflessness and generosity within the creative community. The tribute read, Beyond the countless accolades he has won for his phenomenal work over the years, we will best remember him as a selfless friend of The Club, always willing to get involved, whether it was sitting on a jury, speaking at an event, or just sharing his thoughts on how creativity can be a guiding force for good in this world. Swati Bhattacharya , G lobal Head of Godrej Creative Lab shared on LinkedIn, I will miss you, Ari Weiss. In 2023, when I fell and broke my legs just 15 days before Cannes Lions, Lisa Berlin and Ari Weiss wrote me the most amazing note saying they wanted my voice in the room, and geography didnt matter. Something about that letter, his friendly, warm voice on the phone, and I said yes to judging, between hospital rooms, ambulance rides, and homecoming. Every day, he would drop in a note or show me views of the room, bring his camera, and share the chits he wrote on the window. Nurses and doctors would come and go while I laughed, cheered, and debated. I had no clue Ari was battling cancer then. All I knew was this beautiful man loved to give humans as much of a chance as ideas. His humanity was just as giant as his creativity. As I move on, I will never forget the magic of this man, the way he fixed a very broken me, just by saying, again and again, it will get better. Ari Weisss legacy extends far beyond the awards he collected throughout his career. He leaves behind a profound impact on the advertising industry and the many individuals fortunate enough to work alongside him. Known as a mentor, a friend, and a creative force, his influence will continue to guide aspiring creatives who look to challenge norms, take risks, and produce meaningful work. The advertising world has lost a visionary whose contributions shaped its very fabric, and his work will remain a source of inspiration for future generations. As he used to say, Creativity is the most powerful force in business.

Dish TV's marketing spend jumps 42.7% while losses reach Rs 46.5 crore

Direct-to-Home (DTH) operator Dish TV has announced its financial results for the third quarter of fiscal year 2025, revealing a significant increase in net losses and a sharp decline in revenue. The companys net loss widened to 46.5 crore in Q3 FY25, up from 2.8 crore in the same quarter last fiscal year. The companys revenue from operations fell by 21% year-on-year (YoY) to 373 crore, compared to 472.3 crore in Q3 FY24. Dish TV attributed the decline to growing online content consumption and weak discretionary spending by consumers. Revenues continued to be under pressure due to the increasing shift towards online content platforms and cost-conscious consumers opting for free DTH services, the company stated. Despite improved subscriber acquisitions during the festive season, the overall net additions remained negative. Advertising income also saw a decline, dropping to 8.1 crore in Q3 FY25 from 11.2 crore in the previous year. This accounted for just 2.2% of the companys total revenue for the quarter. In contrast, marketing and promotional expenses rose sharply by 42.7% to 115.2 crore, up from 80.8 crore in Q3 FY24. The increase reflects the companys efforts to attract and retain subscribers in a highly competitive market. Amid these financial challenges, Dish TV has appointed Neelam Gupta & Associates as its Secretarial Auditors for the financial year 2024-25. Gupta, a professional with over 33 years of experience in corporate law, holds a Bachelor of Commerce degree from Shri Ram College of Commerce, Delhi University, and is a qualified company secretary from the Institute of Company Secretaries of India. The DTH operator continues to face headwinds as consumer preferences shift towards digital streaming platforms and free-to-air services. The companys focus on marketing and promotional activities highlights its efforts to stay relevant in a rapidly evolving media landscape. However, the widening losses and declining revenue underscore the need for strategic interventions to stabilise its financial performance.

Tune agency founded by Tuhin Arya & Neel Nigam makes its debut

Tuhin Arya and Neel Nigam have launched Tune, a creative agency drawing on their decade-long experience in developing impactful campaigns. With Bandstand Videos and Tikdum Studios now serving as its in-house production arms, Tune aims to bring a fresh approach to advertising where creativity takes centre stage. Bandstand Videos has produced over 200 film campaigns, while Tikdum Studios is known for its product films, incorporating CGI and visuals. Both studios have worked with brands such as Urban Company, DSP Mutual Fund, and Mamaearth. Tune is our effort to make advertising great again. We plan to work with like-minded brand partners for long-term value creation. The team behind Tune stands by this thought of doing exceptional work and breaking boundaries and stereotypes on the way agencies have functioned over the years, said Tuhin Arya Co-founder & Chief Creative of Tune. With Tune, we want to bring back the focus on bold ideas and impactful storytelling while staying aligned with data-driven insights. The industry is evolving rapidly, and while algorithms play a role, creativity should remain at the heart of advertising. Our goal is to strike the right balance where innovation meets timeless storytelling to create campaigns that truly resonate, said Neel Nigam , co-founder & Chief Content of Tune. As Tune takes its first steps, the agency has closed a few accounts, with announcements on two more partnerships expected soon.

OMD India bags Piramal Pharma's integrated media mandate

Piramal Pharma has awarded its integrated media mandate to OMD India, part of Omnicom Media Group. Following a multi-round pitch, the agency has been selected to handle the mandate of scaling the brand through sharp, creative and forward-leaning communication efforts. OMD India will lead the strategic marketing and media efforts for the company's portfolio of OTC brands, including Lacto Calamine, Littles, Tetmosol, Polycrol, and Womens intimate health range like i-pill and i-activ, and will be managed out of the agencys Mumbai office. The agency will be responsible for deploying a plan to enhance the company's presence across markets, boost brand salience, drive consumer engagement, and enable impact-driven marketing strategy to be a driver for business growth. We are excited to embark on this partnership with Piramal Consumer Healthcare, a company that mirrors our commitment to innovation and excellence, said Anisha Iyer , CEO of OMD India. This collaboration presents a significant opportunity to leverage our strategic acumen and deep market intelligence to elevate Piramal's impressive portfolio of brands to new heights. Together, we aim to craft media strategies that go beyond visibility, building lasting trust and loyalty with consumers across India and shaping a future of sustained growth and impact.

JioHotstar partners with Nielsen for transparent ad metrics during IPL 2025

Nielsen has entered into a collaboration with JioStar to provide analytics solutions for the media companys OTT platform, JioHotstar, ahead of the Tata Indian Premier League (IPL) 2025. The partnership is set to introduce a reporting system aimed at enhancing transparency in advertising measurement within the Indian media sector. Nielsen will develop a data pipeline to track the effectiveness of ad campaigns on JioHotstar properties, using its audience measurement capabilities and first-party data. The move is expected to provide advertisers and agencies with detailed insights to assess campaign performance during the upcoming TATA IPL 2025. As part of the arrangement, Nielsen will implement tools such as Nielsen ONE Ads, formerly known as Digital Ad Ratings (DAR), alongside a newly developed Volumetric and Reach Analysis feature to analyse viewership patterns and ad performance on the JioHotstar platform. Advertisers will be able to access metrics via the Nielsen One dashboard, including data on impressions, clicks, campaign reach, and on-target reach. The initiative is expected to respond to industry demands for improved ad measurement systems and offer a clearer view of advertising performance. Commenting on the collaboration, Ishan Chatterjee , Chief Business Officer, Sports Revenue, SMB & Creator, JioStar said, Through our association with Nielsen, we aim to redefine how advertising on Digital/ OTT is measured and delivered across Indias most iconic entertainment and sports properties. As one of the largest streaming platforms in the country, JioHotstar is committed to providing advertisers with cutting-edge solutions that enhance transparency and precision. The collaboration is another step towards delivering unparalleled value to our partners during Tata IPL 2025 and beyond. As a trusted leader in audience measurement for over 100 years, Nielsen is committed to supporting the evolving needs of advertisers with data-driven insights, says Arnaud Frade , President, (Commercial), Asia, Nielsen. Our collaboration with JioHotstar not only reinforces our role as a preferred partner in the Indian media ecosystem but also enables us to address long-standing industry challenges. With this, we aim to bring more transparency and accountability to digital ad measurement. Together, we are shaping the future of Indias rapidly evolving media landscape, helping advertisers to make more informed and data-driven decisions that should ultimately drive better outcomes in a dynamic digital environment, he further added.

Perplexity launches Deep Research tool to rival OpenAI & Google

Perplexity, the AI-powered search platform, has introduced a new feature called 'Deep Research,' joining the race to provide in-depth, citation-backed answers for professional use cases. The tool, announced on Friday, follows similar offerings from OpenAI and Google, both of which have also named their features Deep Research. The feature aims to deliver detailed reports on complex topics, catering to fields such as finance, marketing, and product research. Users can access 'Deep Research' via a drop-down menu on Perplexitys web platform, with plans to expand it to its Mac, iOS, and Android apps soon. Reports generated by the tool can be exported as PDFs or shared as Perplexity Pages. Image: Perplexity Perplexity claims the tool operates similar to how a human might research a new topic, iteratively searching, reading documents, and refining its approach as it gathers more information. The company highlighted its performance on 'Humanitys Last Exam' , an AI benchmarking test, where it scored 21.1%, outperforming models like Googles Gemini Thinking (6.2%) and OpenAIs GPT-4o (3.3%), though falling short of OpenAIs 'Deep Research' (26.6%). Image: Perplexity Image: Perplexity Unlike OpenAIs 'Deep Research', which is currently limited to a $200-per-month subscription, Perplexitys version is free for all users, albeit with a daily query limit for non-subscribers. Paying subscribers enjoy unlimited access. Perplexity also boasts faster processing times, completing most tasks in under three minutes compared to OpenAIs 5 to 30 minutes. While these tools promise to revolutionise professional research, concerns remain. A report recently noted potential limitations, including reliance on easily accessible sources and reduced opportunities for human creativity when outsourcing research to AI. As competition heats up, Perplexity positions itself as a faster, more accessible option for casual researchers, while OpenAI focuses on analytical depth for enterprise applications, and Google integrates its tools into existing productivity ecosystems. The long-term impact of these tools on research practices remains to be seen.

Case Study: How Aisle used meme marketing to reinvent old-school romance for Gen Z

Aisles #FindAnkit campaign, sparked by a playful tweet and amplified by on-ground activations and influencer engagement, turned an accidental profile skip into a viral, city-wide hunt, blending humour and nostalgia to reinforce the brands message of old-school romance and effort in modern matchmaking. Here is a case study on it. Category Introduction The online dating industry in India has witnessed significant growth, driven by increased internet penetration, smartphone usage and evolving societal norms. As of 2023, the market was valued at approximately USD 547.9 million and is projected to reach USD 1,015.4 million by 2030, reflecting a compound annual growth rate (CAGR) of 9.2% from 2024 to 2030. User engagement is also on the rise, with the number of online dating users expected to reach 28.8 million by 2028. Key growth drivers include the proliferation of affordable smartphones and data plans, leading to greater accessibility even in smaller towns. Changing cultural attitudes, especially among the younger population, have reduced the stigma associated with online dating, further fuelling market expansion. Additionally, the COVID-19 pandemic accelerated the adoption of digital platforms for social interactions, providing a significant boost to online dating services. Also, with ongoing technological innovations and increasing acceptance, the Indian online dating market is poised for substantial growth in the coming years. Brand Introduction Backed by the Info Edge Group of Companies, Aisle is a dating app catering to singles in India and Indians living abroad. Started in 2014, Aisle has always led with the mission of digitising romance and helping Indian singles find meaningful connections across the world. Hence its USPs focus on the nuances of how Indians approach love, to create a trustworthy community of Indian singles who are looking to find meaningful long-term relationships. In its pursuit, the app emphasises that old school romance is eternal, a belief strongly rooted in Indians. Summary It all started with an insight into how users tend to mindlessly skip profile suggestions when they are on an app. The campaigns backstory starts with a girl named Veronica, who, while on Aisle, unknowingly skipped a profile that she believed was the perfect match. The actual campaign kicked off offline, with a fun and playful scene on Bengaluru's iconic Church Street, where a group of friends held witty placards with a lighthearted message, a plea to find Ankit, a 5'11 techie from Bengaluru who loves chai, accidentally skipped on the Aisle app. Two influencers posted on Twitter using the hashtag #FindAnkit, which quickly became a viral sensation. It sparked curiosity and amusement among users and meme enthusiasts alike, and it was followed up by engagements from many meme pages, PR agencies, and regular users. Objective In a digital landscape where dating apps often focus on algorithms and profile swipes, the app sought to differentiate itself by bringing back the charm of old-school romance. The goal was to craft a campaign that not only engaged audiences but also resonated with the fundamental idea that meaningful connections often come from unexpected moments. Through the #FindAnkit campaign, the brand aimed to spark social engagement while reinforcing its core message: effort matters in love. Beyond just a marketing gimmick, the campaign sought to highlight how even accidental skips could turn into serendipitous love stories, making the app's matchmaking approach stand out from the rest. The campaign successfully generated intrigue, excitement, and active participation among social media users, proving that dating, when blended with humour and nostalgia, can create an impactful and relatable experience. Brief Right from the start it was clear that the app had to do something different, fresh, but relatable. It was therefore imperative for the agency to create a clutter-breaking idea. The mandate was also to stay from creating films or using a regular influencer campaign which is the lowest-hanging fruit for any brand in the category. The brand set out to create a unique campaign that blended virality with relatability. It understood that its audience, primarily young professionals looking for meaningful connections, was highly active on social media and engaged with meme culture. The challenge was to break through the noise of traditional dating app promotions and create a campaign that was participatory, fun, and emotionally resonant. The approach was simple yet effective: use a missed connection story as a catalyst to ignite a digital and on-ground movement. By weaving humour, social collaboration, and nostalgia into the campaign, Aisle turned a seemingly ordinary incident into a city-wide hunt for 'Ankit.' This campaign was designed to reinforce the idea that love often involves effort, and in todays fast-paced digital world, a little persistence can go a long way. Creative Idea & Challenges No Precedent: With no historical data or reference points, Aisle had to plan and execute the campaign without any predictive insights. Authenticity Balance: The campaign needed to feel organic, requiring careful selection of avenues to spread the word Relatable Concept: Inspired by a common dating app regret, accidentally skipping a profile, the app turned this fleeting moment into an interactive love quest. #FindAnkit became more than a campaign, it was a social adventure, merging digital and real-world experiences. Drawing from classic love stories and Bollywood-style romance, it humorously reimagined old-school gestures in a modern context. By making the search for one person a collective mission, Aisle ensured audiences werent just spectators but active participants, driving organic engagement. Execution The #FindAnkit campaign unfolded in multiple phases, strategically designed to maximise engagement and virality. The Seed story A tweet served as the campaigns initial spark, a playful post detailing how someone had accidentally skipped over Ankit, a 511 techie from Bengaluru who loved chai. Accompanied by a heartfelt plea to help reconnect, the post encouraged users to tag any Ankit they knew, setting the stage for social media buzz. On-ground activation A group of friends took to Bengalurus vibrant Church Street, carrying witty placards with messages urging people to help locate Ankit. The real-world activation added authenticity, grabbing the attention of passersby and encouraging them to share the moment online. The campaign blurred the lines between digital storytelling and offline engagement, reinforcing the old-school charm of putting effort into love. Influencer amplification A popular Twitter (now X) influencer spotted the street activation and shared an image of the group, amplifying the campaigns reach. The post went viral, with users tagging every Ankit they could find, transforming the campaign into an interactive meme-worthy moment. Brand engagement & community participation The app actively joined the conversation, responding with witty comments and engaging users who contributed to the search. The hashtag #FindAnkit gained momentum as thousands participated in the collective mission, turning what started as a simple tweet into a full-fledged online movement. Widespread social media buzz Memes, banter, and speculation flooded social media platforms. The campaign saw an overwhelming response, with netizens not just participating but also creating their own spin on the story, further fueling engagement. View this post on Instagram A post shared by Varinder Chawla (@varindertchawla) View this post on Instagram A post shared by Viral Bhayani (@viralbhayani) View this post on Instagram A post shared by RVCJ Media (@rvcjinsta) Results While the campaign had a phenomenal impact on the brand metrics of Aisle, it garnered a reach of over 8.8M and 9.8M views, overachieving targets by ~50%. Chandni Gaglani , Head of Aisle Network , shared her thoughts on the campaign: At Aisle, we recognise that love isnt just about matching profiles; its about creating moments that matter. We believe that old-school romance is all about putting in the effort at every stage of your love story, and hence #FindAnkit is a light-hearted take on someone putting in the effort of finding that special someone, in the OG old-school style a little Bollywood even :). Through this fun and quirky campaign, weve turned an accidental skip into a collective mission to #FindAnkit. Its not just about driving engagementits about showing that effort matters when it comes to love. With a touch of humour and nostalgia, were bringing back the charm of old-school romance, reminding everyone how meaningful connections were once built through persistence and genuine effort. Aisle is here to make modern matchmaking just as special.

Elon Musk says xAI's Grok 3 chatbot to be released on Monday

Earlier, Musk said Grok 3 was in the final stages of development. He cited the xAIs chatbot as Smartest AI on Earth.

The Quick Call: Sam Balsara on Indias AdEx slowdown

In the fourth episode of The Quick Call podcast by Social Samosa, CEO Hitesh Rajwani sits down with Sam Balsara , Chairman of Madison World, to discuss the Pitch Madison Advertising Report 2025, unpacking its highlights and shedding light on growth slowdowns, digital advertising trends, and the future of traditional media. Heres a breakdown of the conversation. The Indian advertising sector has been experiencing a significant deceleration in growth. From a robust 37% in 2021, growth declined to 21% in 2022, 10% in 2023, and further dropped to 9% in 2024. This slowdown was partially masked by high-profile events such as major cricket tournaments and parliamentary elections, which boosted advertising spends in the first half of the year. However, Q3 and Q4 saw minimal growth (1-2%), confirming an overall sluggish trend. For years, digital advertising has been the shining star of the industry. However, the 2025 report indicates that even digital has lost some of its momentum. While digital ad spends grew by 42% in 2023, the growth in 2024 plummeted to 14%. This decline suggests that even digitals dominance is not immune to economic pressures and market fluctuations. A surprising trend in the report was the resurgence of Out-of-Home (OOH) advertising. According to Balsara, three factors are driving this growth: Digital OOH expansion in metropolitan cities. New airports and transit media driving ad placements. Urbanisation in smaller towns leading to increased outdoor advertising. This shift underscores how brands are diversifying their media mix, recognising OOHs unique ability to capture consumer attention in high-traffic areas. Both TV and print continue to experience consistent declines in growth. While print has admirably managed to retain a 19% share of ad spendssignificantly higher than global averages of 3%the post-pandemic period has been particularly tough. TV, on the other hand, is facing an alarming drop in advertisers, with numbers falling from 11,600 to below 9,000. Many brands are reallocating their budgets towards digital platforms. Balsara noted that while television remains the big boys game for large-scale brand building, digitals accessibility has opened the door for smaller brands and advertisers to enter the market. He also pointed out that the lack of case studies for TV and print advertising effectiveness has made it harder for younger marketing professionals to see their long-term impact, in contrast to digital, where performance metrics and case studies are widely available. When asked about the next big thing in advertising, Balsara was optimistic on Connected TV (CTV). He referred to CTV as the ew dancing damsel, noting its huge potential for growth in India, similar to whats been observed in the U.S. Despite its growing audience base, media planners still allocate more budgets to traditional TV, overlooking CTVs advantages. Looking ahead, Balsara emphasised that the Union Budget will play a crucial role in shaping advertising growth. With increased money flow into middle-class households, consumer spending could rise, positively impacting ad spends. One of the strongest messages from the conversation was the need to balance branding with performance marketing. Balsara cautioned that many marketers are over-prioritising performance-driven tactics while neglecting brand-building efforts. He emphasised that branding offers long-term power and market differentiation, advising advertisers to gradually shift focus from performance to branding as their businesses grow. You can listen to the episode here!

Authenticity over obligation: A smarter approach to Valentines day ads

Valentines Day is one of the most emotionally charged seasons for brands. From grand romantic gestures to heartfelt expressions of love, the day provides a unique opportunity for businesses to connect with their audiences on a deeper level. However, the fine line between genuine engagement and emotional manipulation is becoming increasingly evident. Consumers today are more discerning, and guilt-driven marketing tacticsones that make people feel they are not doing enough, not caring enough, or not being enoughare wearing thin. A survey by Edelman found that 81% of consumers say they need to trust a brand to buy from it. This trust is built on authenticity and positive engagement rather than guilt or fear. Additionally, research by Nielsen shows that 92% of consumers trust recommendations from individualseven strangersover brand messaging, making it crucial for brands to create campaigns that feel personal and relatable rather than pressure-driven. Fear-based marketing has been a long-standing strategy for brands aiming to trigger immediate consumer action. However, todays audienceparticularly Millennials and Gen Zrespond better to messaging that fosters positivity and empowerment. Pandoras Little Acts of Love campaign is a perfect example. Rather than focusing on obstacles, it celebrated perseverance and unity, delivering an uplifting message that resonated deeply. Some of the most memorable Valentines Day campaigns have taken an unconventional approach. For example, McDonalds Lovin Beats Hatin campaign encouraged acts of kindness rather than just romantic gestures, making love feel more inclusive. Another great example is Cadburys How Far Would You Go for Love campaign , which gamified Valentines Day by engaging customers in challenges that showcased different expressions of love. These campaigns succeeded because they celebrated love in a fun and relatable way, without pressuring consumers to buy expensive gifts. While some brands still resort to making consumers feel as if they must prove their love through extravagant gifts, others have moved toward a more inclusive and encouraging approach. Skincare companies, fitness brands, and even wellness industries have historically relied on fear and insecurity. But campaigns like Hallmarks Put Your Heart to Paper campaign have redefined how brands engage with audiencesby celebrating diversity and authenticity rather than pointing out perceived flaws. Consumers today are also more conscious of their purchases, seeking brands that align with their personal values. A 2023 McKinsey report revealed that 63% of consumers prefer to buy from brands that reflect their personal beliefs. Instead of guilt-tripping them into action, companies that take an organic approach to value-based storytelling often foster deeper connections. Lushs Better Than Flowers campaign is a prime example of this. Rather than shaming consumers into sustainability, the brand encouraged mindful shopping, sparking a meaningful conversation about responsible consumption. A key takeaway for marketers is that the best Valentines Day campaigns celebrate love in all its formswhether romantic, platonic, or self-loverather than demanding grand romantic gestures. Some initiatives push urgencywhether about securing last-minute gifts, expensive jewellery, or extravagant dining experiencesbut overwhelming audiences with doomsday narratives of failing at love can lead to disengagement. A more effective approach is to highlight small, meaningful gestures. Weight Watchers (now WW), for instance, shifted from a focus on rapid weight loss to a more holistic wellness message, making consumers feel supported rather than judged. Humour and relatability also play a significant role in creating guilt-free Valentines marketing. A study by Sprout Social found that 71% of consumers are more likely to engage with brands that use humour in their messaging. Brands like Zomato and Swiggy have mastered this on social media, using witty posts and memes that invite engagement rather than pressure. Instead of making consumers feel guilty about their Valentines Day plans (or lack thereof), they entertain them, which ultimately strengthens brand loyalty in a natural and enjoyable way. This philosophy of engagement without pressure is something we deeply believe in at Makani Creatives. Our campaign for Metro Shoes Wear What You Are celebrated individuality and personal expression, encouraging people to embrace their own style rather than conforming to industry-driven fashion norms. Similarly, our work for American Tourister focused on resilience and adventure, inspiring travellers to explore the world with confidence rather than fuelling anxiety about being unprepared. These campaigns werent about pushing productsthey were about making consumers feel seen and understood. As marketers, we have the responsibility to inspire rather than impose, I believe. At Makani Creatives, our approach is to create campaigns that uplift rather than burden. Valentines Day should be about love in its truest formwhether romantic, self-love, or appreciation for friends and family. People connect with authenticity, and thats what we aim to deliverstories that resonate, not messages that manipulate. Beyond individual campaigns, brands that succeed in todays world are those that create community-driven initiatives that foster a sense of belonging. Deliveroos Third Wheel Kevin campaign achieved this by celebrating the human connections made through travel, shifting the focus away from transactions and toward meaningful experiences. When brands genuinely invest in their audiences emotions rather than exploiting them, they cultivate loyalty that lasts. The key to emotional marketing is authenticity. Brands that genuinely care about their audience dont need to rely on guilt-tripping. When consumers feel uplifted rather than pressured, they are more likely to engage, trust, and advocate for the brand. Winning their hearts is not about making them feel inadequateits about making them feel empowered. And that, in itself, is the most powerful Valentines Day marketing strategy of all. This article is penned by Yashtika Vaswani , Head of Digital Marketing, Makani Creatives. Disclaimer: The article features the opinion of the author and does not necessarily reflect the stance of the publication.

Gupshup introduces sector focused conversational AI agents

Gupshup, a conversational AI platform, has introduced AI agents aimed at supporting brands across D2C, retail, e-commerce, and FMCG sectors. The AI agents, part of the platform expanding AI Agent Library, offer pre-built and customisable solutions designed to assist businesses with customer engagement, sales processes, and operational tasks. Retailers, D2C, e-commerce platforms, and FMCG brands can use these AI agents to streamline product discovery, automate order management, manage warranty sales, reduce return-to-origin (RTO) and non-delivery rates (NDR), strengthen customer loyalty, and personalise interactions at scale. The AI agents integrate across platforms such as WhatsApp, SMS, RCS, voice, web, and mobile, enabling businesses to enhance customer engagement with reduced deployment time. With AI transforming every aspect of commerce, businesses need intelligent solutions that enhance engagement while driving measurable impact , said Beerud Sheth , Founder and CEO, Gupshup. Our Retail, e-commerce, D2C and FMCG AI Agents are designed to help brands convert more customers, optimise post-purchase support, and unlock new revenue opportunities - all with enterprise-grade AI that is fast, reliable, and scalable, he added. Built on the platform's conversation cloud platform, the retail, e-commerce, and consumer packaged goods (CPG) AI agents are designed to move beyond basic chat flows, enabling real-time planning, execution, and learning. Using large language models (LLMs), these agents facilitate multi-turn, natural language interactions to support shopping experiences, order management, and customer retention. The retail and e-commerce agents assist with product discovery by offering recommendations based on purchase history and customer preferences. The order management agent handles order tracking, returns, and delivery updates, while the loyalty and promotions agent sends restock alerts, personalised offers, and reward updates to encourage repeat purchases. Gupshup's AI Agent has revolutionised how we engage with our customers, enabling truly personalized shopping experiences that were previously impossible. The ability to understand nuanced customer descriptions and convert them into precise product recommendations has transformed messaging from a simple communication tool into an intelligent shopping assistant. As one of the first brands to experience the power of Gupshup's AI Agents in Brazil, we're excited to see them expand this innovative technology with their AI Agents Library, which will undoubtedly set new standards for conversational commerce, said Pedro Pessoa, Manager, Customer Success at Rese Faced with the challenge of finding innovative channels to engage younger and Gen Z audiences, we partnered with Gupshup Conversation Cloud to deliver standout campaigns for leading brands. Bingos Gen AI Roast Generator on WhatsApp captured festive excitement, engaging 5.7M users. With AI, we're redefining how brands connect with modern audiences, said Unmisha Bhatt, Chief Strategy Officer, Tonic Worldwide. The AI agents are already in use, with Brazilian fashion retailer Reserva employing them to enhance product discovery through text-based interactions, while an Indian spices brand has integrated the agents to provide recipe suggestions tailored to customer tastes.

Why Cadbury 5 Star does nothing every Valentines Day

While most brands flood Valentines Day with romance and roses, one chocolate brand has spent the past five years doing the opposite by trolling the day itself. Instead of love letters and heart-shaped chocolates, Cadbury 5 Star has built an entire tradition around celebrating those whod rather skip the hype. Partnering with Ogilvy India, the brand has taken a different approach to Valentines Day, turning it into an anticipated event not for romance but for its unexpected, laugh-out-loud campaigns. From poking fun at its own sibling brand, Cadbury Silk, to launching time-travel concepts and enlisting uncles to erase the day from memory, 5 Stars campaign evolution is unpredictable and unforgettable. Breaking the Love spell, one year at a time The origins of 5 Stars anti-love fest can be traced back to the launch of its tagline, Eat 5 Star. Do Nothing. in December 2019. Based on the premise that there's no need to stress over anything when you can enjoy a 5 Star in peace. But how does a brand built on doing nothing stay relevant in a world that never stops seeking the next big moment? And more importantly, how could this philosophy fit into major cultural moments? Sukesh Nayak , Chief Creative Officer, Ogilvy India, recalled how the team saw Valentine's Day as an opportunity to carve out a space for those who werent caught up in the hype. Nayak said, I n 2020, soon after we launched the Eat 5 Star Do Nothing' campaign, the team started looking for ways to build relevance for the new tagline in youth culture. Valentine's Day felt like a good fit for an occasion where we can champion people who don't want to do anything special. We started with a simple billboard ad for 5 Star placed next to a Silk billboard. Then with every year, we've made this counter-culture stance bigger and bigger to a point where audiences now wait to see what we'll do next for Valentine's Day. What started as a cheeky outdoor ad was a glimpse into a much larger opportunity. As it turned out, a significant audience was ready for an anti-Valentines Day movement. In 2021, the brand introduced 'The Escape Valentine's Day Collection.' Instead of the expected Valentine's gifts like photo frames and teddy bears, Cadbury 5 Star transformed these items into practical furniture such as chairs and bean bags, promoting the idea of doing nothing special on the day. For Valentine's Day 2022, Cadbury 5 Star took control of an island off the coast of Karnataka and renamed it 'My Cousin's Wedding.' This initiative provided singles with a ready-made excuse to avoid Valentine's Day pressures by claiming they were attending a cousin's wedding. Participants could visit the island, enjoy complimentary chocolates, and escape the typical Valentine's Day atmosphere. In 2023, the brand launched the 'Mush Detector' web app, designed to help singles avoid areas with high romantic activity. Users could identify mushy locations and find quieter spots to enjoy their day without encountering overt displays of affection. Last year, Cadbury 5 Star introduced the 'Erase Valentine's Day' campaign. The brand, in collaboration with space scientist Nambi Narayanan, developed a 'time travel vessel' named F.N.S. Cringe Vinash. On February 14th, volunteers aboard this vessel crossed the International Date Line, effectively skipping Valentine's Day entirely. The event was live-streamed for global viewing. This campaign earned a Bronze at Cannes Lions International Festival of Creativity in the Entertainment Lions category. This year, Cadbury 5 Star launched the 'Destroy Valentine's Day' campaign by enlisting 'uncles' to participate in Valentine's Day activities. The idea was that by involving uncles, who are often seen as out of touch with youth trends, the younger generation would lose interest in the holiday's typical romantic expressions, thereby diminishing its prominence. Participants could nominate uncles through a dedicated website, and both the uncles and nominators received rewards. But why take such a different stance when every other chocolate brand is leaning into love? We identified a whitespacewhat about those who arent celebrating? explained Nitin Saini , VP, Marketing, Mondelez India. Cadbury 5 Star is built around the idea of 'Do Nothing,' a philosophy that embraces solo indulgence. Rather than reinforcing love and togetherness, we chose to flip the script. Saini believes that this stance not only helps the brand stand out but also resonates deeply with a large chunk of the Gen Z audience, who may feel pressured by the commercialised nature of Valentines Day. The core insightthat singles feel pressured during Valentines Dayhas remained constant. The strength of this insight has allowed us to reinterpret it in fresh and engaging ways each year, he added. Saini shared that this collaboration between 5 Star and Ogilvy is built on trust and creative freedom. We encourage unfiltered thinking, enabling the creation of campaigns that feel truly distinctive and ownable for 5 Star, said Saini. This trust-driven approach has allowed the brand to take creative leaps while staying true to its quirky, anti-establishment voice. Much of this unpredictability stems from the creative minds shaping these campaigns. Nayak shared, The team at Ogilvy has been the same throughout, but every year's V-day campaign feels like it comes from a completely different place, because the unpredictability of the campaign is something that the team has consciously baked into the campaign, and it's a big part of what makes it enjoyable. Last year, when Karunasagar Sridharan (ECD Ogilvy) and team proposed building a time travel vessel, it felt like a completely departure from all our previous campaigns, shared Sukesh. It involved a massive undertaking on the other side of the globe. This year the team at Ogilvy was keen to take yet another unexpected U-turn by building on a solution that's the opposite in every way - something low-tech and right under our noses. That's how we hit upon the insight of using uncles to make Valentine's Day fade into obscurity, and the outcome is another campaign that has resonated with the audience in a completely different way. This constant reinvention is what makes 5 Stars Valentines Day campaigns engaging. The richness of this insight allows us to keep evolving our creative execution. Whether its new formats, different cultural triggers, or fresh humour-laden takes, well continue to push the boundaries in a way that feels true to the brand and relevant to our audience, shared Saini. How audiences fell in love with Anti-Love campaigns For a campaign that mocks Valentines Day, 5 Stars annual anti-love ads have found a fan base. These campaigns tap into a wide demographic. Even in some of the earliest Do Nothing campaigns, we could see that anti-valentine's day stance was resonating with a sizeable audience, says Nayak. As a brand that doesn't take itself too seriously, there isn't too much fear of alienating the audience because it really comes down to the spirit and tone of the campaigns. We have consistently built the campaign with a light-hearted tone which makes every piece enjoyable for all kinds of audiences irrespective of how much they love or hate Valentine's Day. Nayak and Saini both shared that 5 Stars campaigns often continue circulating in WhatsApp groups and across the internet weeks after their release. Nayak highlighted that the current campaign has been shared by over a million people on Instagram in a few days and has garnered over 10,000 comments. Beyond engagement, these campaigns have also driven tangible business results. Saini shared, Our Valentines Day activations have consistently helped dial up brand love, which has historically translated into strong winter growth for the brand. Given the overwhelming traction weve received this year, we are optimistic about seeing a strong business outcome. Will 5 Star ever fall in love? With this success, will 5 Star ever move on from its anti-Valentines stance? The last few campaigns have become a tradition that audiences look forward to. So, it's likely that we'll continue producing work that entertains this audience for as long as we can keep it fresh and surprising, says Nayak. As long as singles feel the pressure of Valentines Day, 5 Star will continue to step in with its signature rescue acts, said Saini. So, even if love is in the air, 5 Star chooses to do nothing.

YouTube integrates Google Veo 2 into Shorts features

YouTube is expanding its generative artificial intelligence capabilities for Shorts creators, introducing new AI-powered features aimed at enhancing video production.The platform has integrated Google DeepMinds latest video generation model, Veo 2, into its Dream Screen tool. This upgrade allows creators to produce high-definition AI-generated backgrounds and standalone video clips based on text prompts. The platform said the improved Dream Screen would offer more advanced video generation capabilities than its previous version, launched in 2023. Dream Screen is getting another major upgrade with the integration of Google DeepMinds newest video generation model, Veo 2, making it more powerful than ever. And were also now launching a new capability powered by Veo 2: generating standalone video clips that you can add to any of your Shorts, the platform said. The Veo 2 model is capable of creating realistic video content in up to 4K resolution, with Shorts creators now able to generate short AI-driven clips or incorporate custom AI backgrounds into their videos. Creators can access the tool via the media picker in the Shorts composer flow. By selecting 'Create' at the top of the window, users can input a text prompt, choose an image, and generate a video of their desired length. While the technology aims to unlock new creative opportunities, it has also raised concerns about the potential proliferation of low-quality AI-generated content. Some creators have noted that AI-generated visuals often appear overly polished and unrealistic. There are also fears that generative AI tools could lead to an influx of low-effort content across platforms. The platform said the Veo 2-generated content would be watermarked with SynthID and labelled to indicate AI involvement, in a bid to prevent the spread of misleading deepfake content. The company maintained that human creativity remains crucial for producing compelling content, and AI tools should serve as a means to enhance storytelling rather than replace original ideas. The AI-powered features are being rolled out to Shorts creators in the United States, Canada, Australia and New Zealand, with other regions expected to follow.

Rebel Foods launches 15 minute food delivery app

Rebel Foods, the internet restaurant company has announced the launch of QuickiES , a 15-minute or Free food delivery app in Mumbai . This Valentines Day, the app promises to deliver dishes within 15 minutes of order placement, failing which the order will be free for the customer. With its new initiative, which plays on the words Quick and ES, a nod to its flagship platform EatSure, the company is introducing a 15-minute delivery model in Mumbai. The platform features a menu that includes dishes from brands such as Faasos Wraps, Ovenstory Pizza, Wendys Burgers, Lunchbox meals, Behrouz Biryani, Sweet Truth desserts, The Good Bowl and many more. In addition, a selection of caf-style snacks such as samosas, idli, medu vada, pakoras, poha, puffs, instant noodles, sandwiches, hot beverages and a range of milkshakes are making their debut . Sagar Kochhar , Co-Founder and CEO, EatSure, Rebel Foods , added, QuickiES is a strategic leap for us, and it comes from the consumer insight that the urban Indian customer demands instant delivery of foods that are freshly made and of great quality. As a platform, we already deliver 25,000+ wraps a day (Faasos), 10,000 kgs of Dum biryani a day (Behrouz and The Biryani Life) , 18,000 burgers (Wendys Burgers) - and much more, every single day! So we have the infra and expertise to execute this seamlessly! With the power of AI, data science and predictive forecasting, QuickiES is well positioned to serve trusted restaurant brands with a 15mins or Free promise. This is a significant milestone in Indias Quick Commerce journey and we are excited to expand beyond Mumbai soon! he shared. Ankush Grover, Co-founder & CEO - India & UAE, Rebel Foods , explains , Indians are accustomed to ordering snacks locally, but quality, branded food delivered at lightning speed? Thats where QuickiES changes the game. Its not just any burger, its a Wendys burger, delivered in 15 minutes! Our promise isnt just about speed; its about consistency, quality and exciting products. QuickiES back-end is powered by high quality preparation and smart forecasting using data science that will enable us to serve from multiple trusted brands with a 15-mins or Free guarantee. And what better a day to unveil it than Valentines Day, because food is the truest love of all! The platform will rely on AI-enabled forecasting systems and a full-stack operational setup, along with hardware such as speed ovens and hot holding zones, developed by the company through its operations across more than 80 cities in India, as well as in the UAE and the UK. The company plans to expand the service to other cities across India in the coming months through a phased rollout.

Inside FNPs Valentine's strategy: Personalisation, storytelling & digital-first approach

In a market saturated with gifting options, standing out requires more than just a wide selection it requires storytelling that feels real and resonates with consumers. The gifting industry in India, valued at USD 75.16 billion in 2024 and expected to reach USD 92.32 billion by 2030, sees intense competition, especially around Valentines Day. Yet, what truly connects consumers to a brand is the ability to evoke emotions through authentic, relatable narratives. Over the years, online gifting brand FNP has learned that campaigns rooted in everyday moments of love create a stronger impact than grand, generic gestures. Avi Kumar, CMO of FNP, explains, This year, our approach builds on that insight while keeping the focus on grand, thoughtful expressions of love. Whether its a luxurious personalised gift, a surprise that goes beyond expectations, or an experience that turns a simple moment into something extraordinary, we are emphasising gifts that make love feel bigger, more special, and truly unforgettable. Valentines Week brings strong demand across multiple categories, with consumer spending reflecting a blend of romance and evolving gifting trends. Flowers and chocolates remain the most popular choices, but gender-neutral gifting is also gaining traction, particularly among younger consumers. FNP has a varied range that includes personalised keepsakes, luxury hampers, and plant collections, appealing to a broader audience, Kumar notes. To engage with this evolving audience, the brand has adopted a multi-channel strategy, ensuring visibility across digital, social, and influencer-led campaigns. Recognising the diverse expressions of love, it has collaborated with influencers to highlight self-love and inclusivity. Influencer Anmol Dua, for instance, encouraged the idea of gifting oneself beyond just romantic relationships and celebrating the occasion with her Galentines, while influencer Jinal Jain surprised her husband with a thoughtful treasure hunt featuring a collection of meaningful gifts. View this post on Instagram A post shared by Anmol Dua Beauty Fashion Lifestyle (@anmol.duaaa) View this post on Instagram A post shared by Jinal Jain (@lampofjinni) Influencer collaborations work best when the content feels authentic rather than overly scripteda genuine gifting moment always outperforms a staged promotion, says Kumar. The brand also interviewed couples to share real-life love stories and moments, emphasising heartfelt gifting moments. View this post on Instagram A post shared by FNP (@fernsnpetalsindia) At the core of this strategy is the campaign Make It Special, which aims to elevate love beyond the ordinary. Love is evolving, and so is the way we celebrate it. Make It Special embraces both tradition and modern expressions of love, ensuring our storytelling feels authentic and inclusive. The goal is simple: to celebrate love in all its forms, without boundaries, Kumar explains. Digital-first approach to woo the youth While the brand ensures early engagement with pre-Valentines promotions to help customers find the gifts well in advance, it also aligns its marketing with the thematic days of Valentines Week, featuring roses, premium gifts as February 14 approaches, and a continued emphasis on friendships, self-love, and family love. The extended celebration allows FNP to build momentum through interactive campaigns, influencer storytelling, and immersive brand experiences. Kumar believes that this ensures the brand remains top-of-mind not just for couples but for anyone looking to celebrate love in a meaningful way. Short-form video is a key driver, with bite-sized, high-energy reels showcasing premium gifts, creative unboxings, and POV storytelling, Kumar highlights. Content in short video format tends to appeal to the younger audiences. According to Kumar, appealing to the generation requires content that is visually striking, emotionally resonant and effortlessly shareable. For FNP, relatable, snackable formats tend to work with quirky gifting dilemmas, heartfelt storytelling, and grand romantic gestures that inspire action. Minimal, high-aesthetic visuals with clear CTAs drive conversions, while interactive content like polls, quizzes, and This or That formats keep engagement high. Keeping with this digital-first approach, FNP launched the #PyaarAisaKaro trend, a billboard campaign that has gained traction. The words, Pyaar aisa karo, voh kahe fool, tum suno phool carried a poetic play on language, telling people to love so deeply that when someone calls them a fool, they hear phool (flower) instead. In 48 hours, 165 brands including Snitch, Simpl, Tata Play Binge, CashKaro, Pizza Hut, and The Body Shop joined the conversation. Each brand infused the phrase with its personality, tapping into wordplay and emotion to engage the audience. View this post on Instagram A post shared by FNP (@fernsnpetalsindia) View this post on Instagram A post shared by MakeMyTrip (@makemytrip) However, the brand is mindful of what doesnt work in Valentines Day marketing. Overly promotional, hard-sell content that lacks an emotional hook doesnt resonate. In a season driven by feelings, subtlety and storytelling win over direct product pushes. Native, conversational content that blends seamlessly into the feed is where engagement peaks, Kumar emphasises. Driving consumer loyalty through Q-commerce & AI That's not all. As convenience becomes a key differentiator, FNPs 30-minute delivery service has played a role in enhancing the customer experience. Kumar says that its 30-minute delivery service across multiple cities ensures that customers can celebrate spontaneous moments. Whether its through its platform, quick commerce tie-ups, or retail stores, it helps ensure accessibility across every touchpoint. Being where the customer is has always been our strength. This approach not only drives customer loyalty but also reinforces FNP as the go-to brand for giftingwhenever and wherever its needed, Kumar shares the reasoning. Beyond these strategies, the brand has collaborated with brands like Giva, Simpl, and Aliens Tattoo for giveaways, further amplifying its Valentines outreach. View this post on Instagram A post shared by FNP (@fernsnpetalsindia) AI-driven personalisation has also refined the brands marketing strategy. By leveraging browsing behaviour and real-time trends, FNP curates recommendations tailored to individual customers, leading to increased basket value and repeat purchases, as per Kumar. Interestingly, reports suggest that despite revenue growth, FNPs advertising expenses decreased by 12.3% in FY24. For Valentines Day, it prioritises a balanced mix of digital, social, influencer collaborations, and experiential activations to ensure maximum visibility and impact. Kumar explains that when it comes to the ad spends, The focus is not on how much we spend, but on how effectively we connect with consumers and strengthen FNPs leadership in the gifting space. In an industry where competition is fierce, FNP reaches out to its consumers through experiences that make love feel extraordinary. By blending storytelling, personalisation, and convenience, the brand aims to build on an authentic, relatable narrative, ensuring that every gesture of love, big or small, is truly special.

Advertisers get more control over ad placements on Meta

Meta is expanding its brand safety measures by offering advertisers greater control over their ad placements through an extension of its support for third-party blocklists. Blocklists, created by brand safety and measurement providers, enable advertisers to prevent their ads from appearing alongside potentially unsuitable content. These tools also reduce the manual effort required to search for and exclude specific profiles or content categories. The platform introduced initial blocklist support in partnership with Integral Ad Science (IAS) in October 2023. The company has now extended this to include DoubleVerify and Zefr as additional blocklist providers. Ensuring brand safety and suitability through our robust suite of tools for advertisers continues to be a priority for Meta, and we continue to invest in this area. After initial testing with IAS, we have been working with all existing brand safety and suitability Meta Business Partners to give businesses even more control over where their ads appear in Facebook and Instagram Feed and Reels, the platorm said in a statement. Advertisers can collaborate directly with IAS, DoubleVerify and Zefr to determine the specific content categories they wish to block. The platform stated that these decisions are made solely between businesses and their chosen brand safety partner, allowing advertisers to tailor blocklists according to their own suitability standards. Approved partners are permitted to create blocklists for any category, provided they comply with Metas Discriminatory Practices policy. Reporting on ad placements will remain consistent with Metas established standards. The platform noted that these content blocklists are intended to offer advertisers greater peace of mind by providing more precise control over the content adjacent to their ads. The blocklists can function alongside Meta's existing inventory filters or operate independently.

TikTok returns to Apple, Google app stores in U.S.

Apple and Google have returned TikTok to their app stores a month after removing it in response to a law requiring TikTok's owner to divest the app or face a ban.

JioCinema and Disney+ Hotstar come together to unveil JioHotstar

JioStar, the recently formed JV with the merger of Viacom18 and Star India, has announced the launch of JioHotstar , bringing together JioCinema and Disney+ Hotstar. This coming together of brands, expansive content, and a large audience and subscriber base marks a global milestone in the streaming industry. The platform has close to 3 lac hours of entertainment, live sports coverage, and more than 50 crore users. Speaking on the launch of JioHotstar, Kiran Mani , CEO Digital, JioStar said, At the core of JioHotstar is a powerful visionto make premium entertainment truly accessible to all Indians. Our promise of Infinite Possibilities ensures that entertainment is no longer a privilege, but a shared experience for all. By integrating AI-driven recommendations and offering streaming in over 19 languages , we are personalizing content like never before. In line with its promise of making premium entertainment accessible to all, JioHotstar has invited everyone to come and watch all their favourite shows, movies and live sports without the need for a subscription. JioHotstars subscription plans start at Rs. 149. Existing JioCinema and Disney+ Hotstar subscribers will be able to transition and set up their JioHotstar subscriptions. JioHotstar will offer content from Disney, NBCUniversal Peacock, Warner Bros. Discovery HBO, and Paramount all on the same platform. Additionally, the platform has introduced Sparks , a flagship initiative spotlighting Indias biggest digital creator through engaging formats. JioHotstar is setting a new benchmark for digital-first entertainment. The platform is immersive, inclusive, and audience centric. While we have endless entertainment to offer, we are committed to continually innovate and elevate storytelling , ensuring that every Indian, regardless of language, discovers content they love, added Kevin Vaz , CEO Entertainment, JioStar, while elaborating on the entertainment offering. JioHotstar is the home of tournaments like ICC events, IPL, and WPL , while also spotlighting grassroots cricket with the Indian Street Premier League and pathway events from BCCI, ICC, and state associations. Beyond cricket, it is set to bring the Premier League and Wimbledon while powering domestic leagues like Pro Kabaddi and ISL. JioHotstar features ultra-HD 4K streaming, AI-powered insights, real-time stats overlays, multi-angle viewing and range of 'culture' and 'special interest' feeds. Emphasising the platforms transformative role in sports, Sanjog Gupta , CEO Sports, JioStar , said, Sports in India is more than just a gameits passion, pride, and a shared experience that unites millions. JioHotstar is revolutionizing how fans experience live sports, combining the best of technology, access, and innovation . Whether its the high-octane IPL, the drama of the Champions Trophy, or the electric atmosphere of a Premier League showdown, we are committed to delivering an experience that is as immersive as being in the stadium itself. We saw this innovation extend beyond sports with the overwhelming response to ColdplaysMusic of the Sphereslivestream, and we are excited to continue breaking new ground. JioHotstars new brand identity is said to embody its vision for boundless entertainment . The Big Bang symbolises the dawn of a new era, while the Ripples radiate outward, representing energy, transformation, and innovation. Beyond entertainment, JioHotstar presents opportunities for brands and advertisers . With its audience reach, ad formats, and data-driven personalisation, the platform will offer ways for businesses to engage meaningfully with consumers. The JioHotstar brand identity was developed by global creative transformation company, venturethree.

YouTube to expand podcasting & monetization tools for 2025

YouTube has announced new initiatives for 2025 aimed at strengthening its offerings for podcasters and creators. The platform is introducing enhanced tools for podcast content management, improved monetization options, and better audience discovery features. These updates come as YouTube seeks to compete in the growing podcasting and creator economy landscape. Boosting Podcasting on YouTube With the rise of podcast consumption, YouTube is taking significant steps to establish itself as a leading platform for podcasters. The company plans to introduce new tools specifically designed to assist podcasters in managing, distributing, and promoting their content more efficiently. Some of these enhancements will include: Better Content Discovery : YouTube aims to improve podcast discoverability, making it easier for users to find relevant content based on their interests. Dedicated Podcast Features : The platform will roll out features that allow creators to optimize their podcasts, ensuring a seamless viewing and listening experience. Integration with YouTube Music : YouTube is exploring ways to strengthen podcast integration within YouTube Music, expanding audience reach for creators and offering users a more cohesive listening experience. Expanding Monetization Opportunities Monetization remains a core focus for YouTube, and in 2025, the platform plans to introduce new revenue-generating opportunities for creators. These initiatives will provide more flexible income streams beyond traditional ad revenue. Key monetization updates include: Enhanced Ad Formats : YouTube is working on innovative ad formats that allow advertisers to engage audiences more effectively while ensuring that creators benefit from increased ad revenue. Improved Fan Funding Options : Features like Super Thanks, Super Chats, and Memberships are expected to be refined, making it easier for fans to support their favourite creators. Evolving Shopping and Commerce Tools : YouTube is set to expand its shopping integrations, helping creators tap into e-commerce and product partnerships seamlessly. As these updates roll out, both creators and audiences can expect a more dynamic and engaging platform experience in the coming year.

IPG Q4 revenue at $2.9B, forecasts 1-2% decline in 2025

Interpublic Group (IPG) has reported its financial results for the fourth quarter and full year of 2024, showing a mixed performance amid challenging market conditions. Total revenue for the fourth quarter, including billable expenses, was $2.9 billion, with net revenue at $2.4 billion, reflecting an organic decrease of 1.8%. Reported net income stood at $344.5 million, while adjusted EBITA before restructuring charges and deal costs was $591.2 million, representing a 24.3% margin. Diluted earnings per share were reported at $0.92, with an adjusted figure of $1.11. For the full year, total revenue reached $10.7 billion, with net revenue at $9.2 billion and an organic growth of 0.2%. Net income for the year was reported at $689.5 million, while adjusted EBITA before restructuring charges and deal costs was $1.5 billion, with a margin of 16.6%. Diluted earnings per share for 2024 stood at $1.83, with an adjusted figure of $2.77. Philippe Krakowsky, CEO of IPG, highlighted the company's ability to maintain strong margins despite industry challenges. He noted that while new business momentum in the fourth quarter and early 2025 is promising, it will not fully offset sizable client losses due to shifts in the media trading environment. As a result, IPG is forecasting an organic revenue decline of 1% to 2% for the full year 2025. In response to ongoing industry evolution, IPG has announced an accelerated business transformation plan aimed at enhancing efficiency and generating significant cost savings. The program includes streamlining agency operations, centralising corporate functions, optimizing client delivery platforms, and expanding offshoring and nearshoring efforts. The company estimates these measures will yield approximately $250 million in net savings by 2025 at an equivalent cost, with a large portion being non-cash. These actions will help maintain an adjusted EBITA margin of 16.6% in 2025 despite revenue pressures. The restructuring efforts are expected to strengthen IPGs standalone capabilities and better position the company for its planned acquisition by Omnicom. Krakowsky emphasised that the proposed acquisition would create a highly dynamic and well-resourced entity with unmatched insights into consumer behavior and advanced marketing technologies. The combined company aims to deliver comprehensive marketing and sales expertise, backed by state-of-the-art data, production, and commerce platforms. IPG's fourth-quarter operating income was $567.9 million, with adjusted EBITA before restructuring charges and deal costs totaling $591.2 million. The company's net income for the quarter was $344.5 million, with diluted earnings per share at $0.92 and an adjusted figure of $1.11. For the full year, IPGs operating income was $1.2 billion, with adjusted EBITA before restructuring charges and deal costs reaching $1.5 billion. Looking ahead, IPG remains focused on navigating industry shifts while maintaining operational efficiency. The company is optimistic about its transformation initiatives and the benefits of the Omnicom acquisition, which is expected to drive future growth and innovation in the marketing sector.

Fox Corp. sets record with $800M+ in Super Bowl LIX ad sales

Fox Corp. achieved record-breaking ad sales for Super Bowl LIX, generating over $800 million in gross revenue across all platforms, including its free stream on Tubi. For the 2025 Super Bowl, which saw the Philadelphia Eagles defeat the Kansas City Chiefs in the most-watched NFL championship game to date, Fox initially sought over $7 million per ad sales and secured more than $8 million for some. This marked a significant increase from the 2023 Super Bowl on Fox, which brought in about $650 million, and CBSs 2024 Super Bowl broadcast, which earned around $695 million. Fox CEO Lachlan Murdoch celebrated the event as the most-watched, most-streamed, and most successful Super Bowl ever. The game, held in New Orleans, set a new viewership record with an average of 127.7 million viewers, peaking at 137.7 million in the second quarter. It aired on Fox, Fox Deportes, Telemundo, and NFL digital platforms, while Tubis simulcast broke Super Bowl streaming records with a peak of 15.5 million concurrent viewers. The Apple Music Halftime Show featuring Kendrick Lamar also set a record, averaging 133.5 million viewers. Tubis coverage attracted 24 million unique viewers throughout the game-day programming, using Foxs Tempe, Arizona, livestreaming facility to deliver up to 4K video quality.

Why are brands flipping the Valentines Day script?

What if Valentines Day came with an unexpected perk, lifetime free solo trips, but only if youre single? A little unusual, isnt it? Thats exactly what RedBus did this year, turning the traditional Valentines Day narrative on its head and making solo travellers the stars of the occasion. RedBus isnt the only brand pivoting to this narrative. Over the past few years, brands have been rewriting the Valentines Day playbook, moving away from the classic themes of romance and coupledom. Instead, they are celebrating friendships, pets, self-love, or in some cases, rejecting V-Day altogether. One of the earliest examples of this shift is Cadbury 5Stars 2020 campaign, Do Nothing. The brand released a series of six-second ads showing Valentines Day scenarios gone wrong, each concluding with a simple solution, Eat 5 Star. Do Nothing. Since then, 5Star has entirely embraced its anti-Valentine stance with campaigns like The Escape Valentines Day Collection, Is This the Last Valentines Ever?, and most recently, Destroy Valentines Day. Nitin Saini , VP of Mondelez India , explained that 5Star has consistently targetted d singles who feel left out during Valentines Day celebrations. He said, The core insight remains unchangedmany singles experience pressure and FOMO during this timebut its richness allows us to bring fresh, culturally relevant interpretations to life each year. Other brands have also followed suit, taking the anti-Valentines narrative in new directions. Instead of bashing the day altogether, some chose to redefine love on their own terms. Last year, Ajio and Youngun reimagined Valentines Day as Me Day. Using Gen-Z lingo like rizz and situationship, the campaign encouraged individuals to shift their focus from external validation to self-appreciation through fashion. View this post on Instagram A post shared by AJIO.com (@ajiolife) This year, Niyo, a travel banking fintech platform, turned one of the worlds most romantic landmarks, the Eiffel Tower, into a spokesperson for singlehood. In the ad, the Eiffel tower is single and tired of being surrounded by cheesy couples all the time and wants more single people to explore solo travelling. View this post on Instagram A post shared by Niyo Solutions Inc. (@go_niyo) Telling us what inspired this narrative, Sushanth Ravikumar , Senior Vice President, Head of Marketing & Growth at Niyo , shared that the brand wanted to break free from the traditional, couple-centric messaging of Valentines Day. He said, Valentines Day has traditionally been focused on couples, celebrating romantic relationships. While this is lovely, we saw an opportunity to provide an alternative perspective by celebrating solo travel, freedom, and self-love instead. Why does rejecting V-Day work? Brands arent rejecting Valentines Day just for the sake of being different; they are responding to real audience sentiment shifts. The rise of Galentines Day, self-love campaigns, and individualism all point toward a cultural transformation. Take Galentines Day, for example. What started as a fictional holiday on Parks and Recreation has now become a widely celebrated occasion. In the show, the main character, Leslie Knope, created Galentines Day as a way to celebrate female friendships, and the idea resonated so strongly that it transcended the screen. Today, its more than just a niche pop culture reference, its a recognised celebration embraced by people worldwide. According to surveys conducted, more people are open to celebrating Galentines over Valentine's this year. This changing sentiment is key to understanding why brands are taking an alternative route. Harshit Sharma , Founding Member & Sr. Brand Strategist at Youngun , said, Generations change, and so does their thinking about certain things. For millennials, Valentine's Day was just about celebrating with a partner, but Gen Z sees it differently. People have stopped looking at Valentines Day as just a day to celebrate with their partners but more as a day of love they can celebrate and be happy with their loved ones, which can include anyone. To Gen Z, Valentines Day isnt restricted to romantic love, its about self-love, friendships, and celebrating relationships of all kinds. With Gen Z being a dominant and influential consumer base, brands are innovating to changing times in order to stay relevant. The concept feels old and basicbrands need fresh, unique narratives to stand out and connect with their audience, Sharma said. Beyond generational shifts, Saini thinks social media has a huge role to play in this shift in narrative. Every February, social media timelines flood with two dominant themes, one celebrating love in all its grandeur and another poking fun at singledom. Memes about couples, self-deprecating jokes about being single, and even outright dismissals of Valentines Day often go viral, tapping into a mix of humour and relatability. february 14 but no 1 4 me (@sixblurs) February 10, 2025 we are abusing substances for valentines day (@user0000O0) February 11, 2025 on feb 14th ima walk up to a random couple and be like so this why you not answering calls poppa (@popitforpoppa) February 11, 2025 Is saal bhi valentine's pe guldasta milne ka sapna shayad sapna hi reh jaayega shahitukdaaa (@shahitukdaaaa) February 13, 2025 Saini said, Over the years the relevance for Valentines Day has grown significantly, especially in the digital era where social media amplifies celebrations. Today every romantic gesture is more visible than ever. While this creates excitement for those celebrating, it also heightens the sense of FOMO for singles. And since there are different sets of target groups for a single occasion, brands can tap into both the audiences, those who celebrate and those who opt-out. It's effective Brands have learned that taking an anti-Valentines or simply moving away from the cliche Valentines approach, allows them to connect with a wider audience. Campaigns that focus on self-love or humour often resonate more with consumers who feel pressured by traditional Valentines messaging. Anti-Valentines Day messaging resonates with audiences because it taps into the growing movement of self-love and the rejection of societal pressure around romantic expectations, Ravikumar said. Our campaign celebrates these values by empowering people to prioritise themselves and embrace their own unique journeys. Similarly, Cadbury 5Stars approach has been successful because it provides an escape from the pressures of the day. Rather than simply sitting out the occasion, weve leaned into it in a way that stays true to our brand identityflipping the script with humour and irreverence to make the day more inclusive for those whod rather opt out, Saini said. The evolution of Valentines Day advertising isnt just a passing trend, it is a reflection of changing social norms. As the youth continues to reject the outdated formula of romance and love, brands can either adapt or risk being left out. The days of one-size-fits-all romance are fading. This is making room for change in narratives that embrace individuality. In a world where love takes many forms, brands need to step up and break the mould.

Unfavourable picture for the Indian AdEx: Inside the latest forecasts for 2025

2025 may not be a promising year for the Indian advertising industry. As is tradition, the second month of the year sees a flurry of reports from advertising giants. Media agencies dentsu , GroupM and Madison have released their forecasts for 2025, and while their projections differ slightly, all agencies agree on one thing: it is going to be a slow year for India. Madison, for one, predicted that the growth of Indias AdEx has slowed to 9% and declared it the lowest increase since 2017, calling it the new norm for the country. The industry is now valued at Rs 1.08 lakh crore. The homegrown media agency pointed out that this is the first time Indian AdEx has grown at a slower rate than Global AdEx. The report also highlights that H1 2024 grew by 16% due to the ICC T20 World Cup, spending by government institutions, and political parties during the general elections. However, H2 grew by just 1%, resulting in the overall poor performance of 9% for the year. Looking ahead, GroupM projects 7% growth for India's advertising market in 2025, down from 8.8% in 2024, reaching 1,64,137 crore with an incremental 10,730 crore. On the other hand, Dentsu India says that the Indian advertising industry is projected to grow at 6.5%, reaching a market size of Rs 1,07,664 crore in 2025. Indian Advertising Industry Madison: Year 2024 Madiso: Growth% GroupM on Ad revenue GroupM: Growth% Dentsu On Ad Revenue: Dentsu: Growth% Medium In Rs Crore 2024/23 2025 In Rs Crore 2025 vs 24 2025 In Rs Crore Share by Media: TV 34,453 5% 42,431 -1% 28,062 28% Print 20,272 5% 15,947 4% 17,529 17% Radio 2,462 8% 2,009 -1% 1,679 2% Cinema 851 10% 942 10% 306 0.30% Outdoor 4,650 12% 3,671 8% 4,256 4% Digital 45,292 14% 99,137 11.5% 49,251 49% Total 1,07,980 9.0% 1,64,137 7% 1,07,664 6.5% Digital remains strong According to dentsu, Digital and OOH (Out-of-Home) are the only media segments with a positive growth outlook until 2026, reflecting the Indian advertising industry's shift toward platforms offering stronger engagement and flexibility. In contrast, traditional mediaTelevision, Print, Radio, and Cinemaare projected to witness a decline over the same period. GroupM predicts digital's share will rise to 60% of overall AdEx, with its growth rate pegged at 11.5%. Digital is expected to capture 10,225 crore of incremental advertising. Of the 10,730 crore in total incremental advertising, digital is expected to capture 10,225 crore. Dentsu reported that social media holds the largest share of ad spend in digital, contributing 29% (Rs 14,480 crore) to the Indian digital media industry. This is closely followed by online video, which accounts for 28% (Rs 13,756 crore) of the ad spend. Paid search contributes 23% (Rs 11,402 crore), while display banners make up 16% (Rs 7,964 crore) of the digital advertising market in India. Social media is expected to grow at a CAGR of 20.22% over the same period, while paid search is forecasted to grow at 16.85%. Growth drivers Experts are calling this a modest growth, which will be driven by sporting events such as the Indian Premier League 2025, the ICC Champions Trophy, and the Asia Cup 2025, along with other cricketing events. Key sectors such as e-commerce, automotive, BFSI, FMCG, and retail will continue to dominate both digital and traditional media. The scale of offers and promotions across retail media, e-commerce, and D2C platforms is expected to be substantial, driving significant consumer engagement. According to Dentsu, the FMCG segment continues to dominate the Indian advertising space, contributing 31% (Rs 31,467 crore), followed by e-commerce and quick-commerce brands that capitalize on impulse buying. The e-commerce segment accounts for 15% (Rs 15,509 crore), while the consumer durables category contributes 7% to the overall advertising industry. This reflects the diverse and dynamic nature of market spending. GroupM predicted that sectors contributing to 60% of advertising (SME, Realty, Education, BFSI, Tech/Telco) will grow at around 10% in 2025. After the unveiling of the Union Budget, experts have also expressed optimism for the tourism and travel sector. In 2024, Dentsu reported that the travel and transport sector saw the highest advertising expenditure growth, rising by 33.4% compared to 2023. This growth was driven by the successful Chalo India campaign aimed at attracting global tourists, the Maha Kumbh Mela 2025, and various local campaigns promoting Indias diverse landscape and cultural heritage. Finance Minister Nirmala Sitharaman emphasized tourism as a driver of employment-led growth and unveiled a series of initiatives aimed at bolstering infrastructure, skill development, improving ease of travel, and connectivity to tourist destinations. With this, experts predict buoyancy in the travel sector. Dentsu also reported growth in other sectors, including telecom (19.8%), consumer durables (19.4%), and government and social organizations (18%). Despite muted growth in 2025, dentsu India forecasts a 7.2% growth in 2026, expecting an expansion of the market size to 1,15,460 crore by year-end.

redBus elevates Satheesh K Chinnappan to Associate Director of Digital Marketing

redBus has elevated Satheesh K Chinnappan to the role of Associate Director Digital Marketing. Previously serving as Senior Manager Digital Marketing, he steps into this position with extensive industry experience. Announcing the promotion on LinkedIn, Satheesh shared his excitement, stating, Im happy to share that Im starting a new position as Associate Director Digital Marketing at redBus! With over a decade in digital marketing, Satheesh has gained experience in SEO, online advertising, SEM, and customer acquisition. Before joining redBus, he held key positions at ClearTax India, Scripbox, FundsIndia, mFinite Marketing Solutions, and Valueleaf Services. His career began in 2012 as a Business Development Executive at Valueleaf.

Ormax launches brand impact measurement tool Mpact

Ormax Media , the insights and consulting firm for the media and entertainment industry, has launched Ormax Mpact , a 'Brand Lift Measurement tool' designed to help marketers and advertisers evaluate and optimise the impact of their media campaigns, collaborations, and innovations. With Indias media landscape becoming increasingly cluttered, measuring the effectiveness of advertising campaigns is more critical than ever. As per the firm's estimates, more than 8,000 major brand partnerships, sponsorships, and collaborations are executed by brands and media agencies in India every year, in areas like sports, reality shows, digital collaborations, newspaper jackets, in-content product placement, brand-integrated ads for films & shows, roadblocks on TV, OOH & BTL innovations, etc. The tool helps brands with data-driven insights to enhance their marketing ROI on such associations, by assessing the impact of both creative content and media platforms on key brand metrics. Shailesh Kapoor , Founder & CEO, Ormax Media , commented of the tool, We live in times when advertising is no longer restricted to traditional methods like a TV commercial or a print ad. Sponsorships, product integrations, influencer collaborations, branded content, etc. have emerged as new forms of advertising. This complexity demands that advertising effectiveness is measured with more precision than ever before, especially because unconventional forms of advertising come at a price premium. With Ormax Mpact, we are giving brands as well as platforms a structured, data-led approach to evaluate and refine their media strategies, ensuring that every campaign delivers maximum impact. The tool offers two approaches to isolate and measure the impact of a campaign, media innovation, or collaboration. In the Audience vs. Non-Audience approach , the tool measures the influence of thespecific media platform(TV channel, digital platform, publication, etc.) on the brand metrics, by comparing those exposed to it with those who arent. In the Exposed vs. Control approach, the tool evaluates the impact of a specific creative (TV commercial, print ad, digital ad, etc.) on the brand metrics, by comparing viewers who have seen the ad with those who havent. The tool is backed by Ormax Medias understanding of media integrations and collaborations, built over 16 years of research & analytics in the Indian media industry. The tool will provide support to its users, for meaningful interpretation of research findings. The firm runs an online research panel of over 300,000 media consumers across 1,500+ towns in India, which will be used for Ormax Mpact projects, to enable campaign evaluations with quick turnaround times and cost-efficient solutions.A typical Ormax Mpact research is priced between 2.5 lac and 6.5 lac, depending on sample size of the research. Speaking about the value proposition of Ormax Mpact , Keerat Grewal , Head, Business Development (TV, Streaming & Brands) , Ormax Media said, Ormax Mpact enables brands to quantify the effectiveness of their media spends, ranging from an IPL sponsorship to a Shark Tank collaboration, to an integration with a big film like Pushpa 2, to a TV campaign with new ad creatives. Equally, it enables platforms, like TV channels, print publications, AVOD & social media platforms, or radio stations, to build learning and case studies on the effectiveness of the sponsorships and innovations sold by them, helping them craft and monetize such initiatives better in subsequent opportunities.

AdEx growth slows to 9%, marking lowest increase since 2017: Pitch Madison advertising report

The Pitch Madison Ad Report is back with its prognosis for the year that went by and predictions for 2025. Harit Nagpal , Managing Director and Chief Executive Officer, Tata Play said, TV remains relevant since the recent move to Digital is because of availability of free content which is not sustainable. The main consuming middle class in India is centred firmly in TV. The highlights of the report were released to a large audience this afternoon by Sam Balsara , Chairman, Madison World. Figures at a glance Overall In 2024 total Adex grew by 9%, even lower than the tepid projections of 12%. Traditional Adex grew by 6% and Digital Adex by 14%. For the first time, Indian Adex grew lower than Global Adex growth of 11%. US, inspite of its humungous size (market share of 31.2%) is the fastest growing market, with a growth rate of 11%. China on the other hand slowed down, registering a growth of just 3%. Brazil which was one of the fastest growing markets till 2023, registered negative growth. Traditional Adex dominates Indian Adex with a 58% share, whereas in Global Adex, the figure is just 25%. The Audio Visual medium contributes to 37% of total Adex. Linear TV at Rs. 34,453 crore, Connected TV at Rs. 1,453 crore and OTT at Rs. 4,397 crore, totalling to Rs. 40,303 crores. H1 2024 grew by 16% on account of ICC T20 World Cup, spends by Government institutions and political parties during general elections. But H2 grew by just 1%, resulting in the overall poor performance of 9% in the year. TV has lost almost 2,500 advertisers to Digital, Influencer Advertising and Ecommerce advertising. FMCG, E-commerce and Auto continue to be the Top 3 categories, contributing 50% to Adex, although in terms of share FMCG has lost 1%. There is no change in the Top 3 Advertisers of Adex - HUL, Reckitt and RIL. Top 10 Advertisers spend 41% of their spends on Digital. 5 out of the top 10 Advertisers are FMCG. The Top 50 Advertisers contribute 34% to total Adex, up from 30% last year, while the Top 10 account for 16%, compared to 14% previously. Digital Digital grew at 14% in 2024, similar to 15% growth in 2023 indicating that we need to now curtail our expectations of high growth, since the Digital base has substantially increased. Digital continues to be the largest contributor to Adex with a 42% Share and has gained 2% points in terms of Share. With a share of 42% of Adex, Digital in India still trails behind Global Adex, where its share is 75%. Video Advertising and Social account for 50% of Digital spends. Social, Ecommerce and Search Advertising have contributed to the growth, growing at 21%, 17% and 15% respectively. Connected TV has emerged as a preferred channel to target premium audiences. CTV advertising in India has grown significantly by almost 35%, reaching an estimated market size of close to Rs. 1,500 crore. Digital will continue to be the key driver of Adex in 2025, with the highest growth estimate of 17% and will further increase its share to 44%. Television TV registered a modest growth of 5%, to reach Rs. 34,453 crore in 2024, dropping its share further from 33% to 32%. The growth rate of 5%, is the slowest in 8 years, barring the Covid year of 2020. There was a marginal decline in TV FCT volume by 1% in 2024, with the total volume reducing from 2,162 million seconds in 2023 to 2,134 million seconds in 2024. FMCG remains the dominant category, contributing 46% of total TV spending in 2024, down marginally from 47% in 2023. Regional language channels are showing lot of potential and account for a significant share of 30% of TV Adex and have demonstrated higher growth rates of 9% to 12%. TV Adex is expected to grow by 6% in 2025 to reach a total of Rs. 36,520 crore, but further dropping its share to 30%. Print Print Adex has crossed its pre-Covid levels and grew by 5% to reach Rs. 20,272 crore. Print has maintained its share of total Adex at 19%. It is still far higher than the Global average of 3%. Print experienced no volume growth in 2024, but still showed 5% growth in Adex indicating higher ad rates and premium pricing, especially in English and Marathi. Auto, FMCG, Education, Retail and Real Estate continue to contribute to 50% to Print Adex. This year Auto continues to be the leader of the pack with 14% share and contributed most to the growth of Print Adex. Hindi and English Publications contribute over 64% to the total Print Advertising space consumed in India. Print is expected to grow by 7% in 2025 to reach Rs. 21,691 crore and a share of 18%. Other Media OOH Media grew by 12% to Rs. 4,650 crore and maintained its share of 4%. Traditional, Transit and DOOH are the three major forms of Outdoor that are now used. Radio Adex has grown by 8% to reach Rs. 2,462 crore and maintained its share of 2%. Cinema achieved a growth of 10%, as against a projected growth of 35% on the back of very few major new releases. Sharing the highlights of the Report, Sam Balsara, Chairman, Madison World said, The Union Budget signals good news for advertising, we should expect buoyancy in markets .

Nike returns to the Super Bowl after 27 years with an unapologetic ad campaign

Nike made a return to Super Bowl advertising after 27 years , unveiling its So Win campaign during Super Bowl LIX . The 60-second commercial , which aired during the highly anticipated broadcast, spotlights some of the worlds most celebrated female athletes, including Caitlin Clark, ShaCarri Richardson, Aja Wilson, Jordan Chiles, and Sabrina Ionescu . Narrated by rapper Doechii , the advertisement challenges the stereotypes and limitations placed on women in sports. The tagline 'Whatever you do, you cant win. So win.' turns a historically dismissive message into a powerful call to action. The campaign focuses on resilience, determination, and the ability of female athletes to break barriers despite the doubts and expectations placed upon them. Beyond the advertisement, Nikes branding appeared 819 times across 521 unique frames during the Super Bowl broadcast, marking a strategic and visually dominant presence throughout the event. At Nike, we make sure the athlete is at the centre of everything we do, from product creation to storytelling, said Nicole Graham , Chief Marketing Officer, NIKE, Inc. in a press release. We are at our best when we are representing the voice of the athlete and their voice becomes our voice. This brand anthem, featuring elite Nike athletes, is a perfect example of how we can inspire everyone to win, whatever that means for them. The advertisement is a fast-paced, visually striking montage capturing the intensity, focus, and triumph of its featured athletes. The ad opens with ShaCarri Richardson, the Olympic sprinter, staring directly into the camera, her gaze unshaken. The scene immediately cuts to Caitlin Clark, gripping a basketball with quiet intensity. As the visuals unfold, a voiceover delivers a string of criticism, statements about what these women supposedly cant do butshould do anyway. The focus then shifts to Jordan Chiles, poised in a gymnastics arena. In slow motion, she launches into a powerful, gravity-defying flip, each movement executed with precision before she lands flawlessly. Interwoven with these scenes, a voiceover delivers biting criticisms, lines such as 'Youre too weak' and 'You should smile more', which are then visually countered by compelling action. ShaCarri Richardson is shown bursting off the track, her determination evident in every stride, while Aja Wilson powers past defenders on the basketball court, demonstrating her strength and resilience. Jordan Chiles appears in another sequence, her athletic prowess captured as she performs a flawless, gravity-defying manoeuvre imitating the Nike Swoosh. In this campaign, Nike highlights the achievements of renowned athletes such as Caitlin Clark, ShaCarri Richardson, Aja Wilson, and Jordan Chiles. Their performances not only defy the initial criticisms but also embody the spirit of resilience and determination that the ad seeks to celebrate. The campaign immediately sparked intense conversations online. Some praised Nike for putting womens sports at the forefront in one of the most-watched television events of the year. Others found the ads approach divisive, questioning whether highlighting gendered criticism was the right strategy. Despite mixed reactions, the ad was a success in terms of engagement , becoming Nikes most-watched video on Instagram with over 114 million views . The company has launched posters with quotes from the athletes, for the fans. Nikes return to Super Bowl advertising after nearly three decades comes at a time when womens sports are gaining visibility and breaking viewership records. 'So Win' reflects this shift, highlighting individual athletes and the broader conversation around recognition and equality in sports. You dont wait for attention, you take it. You put in the work; you stay ready; and, when the moment comes, you own it, says Chiles. Winning isnt just about medals. Its about overcoming, about proving to yourself that youre capable of more than you ever imagined. And doing it all authentically. As women in sports continue to push boundaries, the message is clear, regardless of the obstacles, the criticism, or the doubts, they will win .

Indias AR developer community grows by 50% in two years

Snap Inc. highlighted the growing role of augmented reality at the second annual India AR Day event in Mumbai, focusing on its impact on creativity, developer engagement, and the broader AR ecosystem in the country. Bobby Murphy, CTO, Snap Inc ., emphasised the companys commitment to fostering creativity and self-expression through AR innovation in India. Our mission with Snap AR is to be a platform for creativity. We develop new technology and tools to enable creators to build amazing experiences for millions of people to enjoy. Indian developers are at the forefront of innovation, bringing engaging and creative experiences to life. In fact, among all countries, the highest number of lenses published on Snapchat come from India. And the developer community here has grown by more than half, over the last two years. India is an extraordinary country where AR has become a part of daily life. Its a country where the creative energy is electric, and AR is not just a tool for entertainment but a medium for cultural expression. Pulkit Trivedi , MD, India, Snap Inc., added India is home to a thriving community of creators and developers who are shaping the future of AR. With over 200 million Snapchatters in India using the platform to visually express themselves, connect, and enjoy content, AR has become central to communication and creativity. We believe long-term success in AR relies on a strong developer ecosystem, and we remain deeply committed to fostering this vibrant community. Seeing Snapchatters engage with AR Lenses over 80 billion times a month is a testament to the power of creative expression, and were excited to continue supporting and celebrating this innovation. The Mumbai event brought together AR creators, developers, brands, and industry partners to explore the technologys growing applications. Attendees engaged with interactive experiences demonstrating ARs potential beyond entertainment, while Snaps 'Any Body Can Develop' session provided a hands-on introduction to lens creation. The company's fifth-generation Spectacles, see-through AR glasses powered by Snap OS, were demonstrated in India for the first time. Designed for both indoor and outdoor use, the untethered glasses feature a see-through display and built-in dimmer. Snap OS, an operating system developed specifically for AR, enables hands-free interaction using voice and hand controls. The launch of Snap OS and the latest Spectacles reflects the company's ongoing efforts in AR hardware and software development over the past decade. A new generation of AR creators In India, over 85% of the patform's users engage with AR Lenses, particularly during cultural events and festivals. The country's AR developer community is expanding beyond major cities, with creators emerging from towns such as Goraya, Prayagraj, Cochin, and Ambala. Globally, more than 375,000 creators have developed over 4 million AR Lenses, which have been used 4.5 trillion times in the past year. The company is working to extend AR adoption in India, particularly in Tier 2 and 3 cities, through local training initiatives. In 2024, the company hosted over 120 Lens Studio meetups in cities like Surat, Coimbatore, Rajkot, Trichy, Trivandrum, and Gwalior, reaching more than 6,000 developers. The company has also partnered with educational institutions such as K.J. Somaiya in Mumbai, Pearl Academy in Bangalore, Mumbai, and Delhi, and Loyola College in Chennai to develop creative digital skills essential for mixed reality and innovation. To further support AR creators, it launched the India Lens Awards, recognising innovation in five categories. The winners include Perfect Pitch Game by Pratyush Gupta for Best Viral Lens, Diwali Game by Krunal MB Gediya for Best Game, Ethereal Dress by XRFX Studio for Best Artistic Lens, Domino Pro LIDAR by Wasim Ghole for Best Technical Lens, and Rang De Mohey by Jeetesh Singh for Best Festive Lens. Brands leveraging AR The company continues to expand its presence in sponsored AR, supporting high-engagement campaigns and offering advertising tools that help brands connect with audiences in new ways. These initiatives have had a significant impact on creators like Persica Picardo, co-founder of XRFX Studio, who started working with AR in 2018. She credits Snaps Lens Studio with providing the tools to turn her passion into a profession, enabling collaborations with brands in beauty and fashion. Since founding XRFX Studio, her team has worked with companies including Coca-Cola, Google, Nykaa, Tira, Amazon Prime Video, and Swiggy. The studio recently surpassed a $100,000 revenue milestone, reflecting ARs growing role in brand engagement and digital experiences. Strategic partnerships with brands such as Nykaa, Myntra, Doritos-PepsiCo, Amazon Prime Video, Hotstar, Swiggy, Ajio, and Spotify are creating new monetisation opportunities, allowing creators to establish sustainable careers in AR. India AR Day highlights the countrys expanding AR ecosystem, where developers, creators, and brands are driving innovation, engagement, and cultural expression in the global digital space.

Amazon Ads introduces ads Planner for streamlined media planning

The advertising landscape in India is constantly evolving, with programmatic playing a crucial role in helping brands reach consumers across their complex digital journeys. Programmatic transactions have grown significantly, with 42% of digital ad spending now flowing through programmatic channels, a trend expected to continue. According to The Forrester Wave report on omnichannel Demand Side Platforms (DSP), Amazon Ads offers a full-funnel DSP solution with high-yield inventory and measurable revenue impact. The report highlights its AI-driven decision-making capabilities, leveraging unique insights into audiences' retail and viewership behaviours. It received the highest score for strategy, vision, innovation, and product roadmap. As a customer-centric brand, Amazon Ads has introduced key features to improve advertiser performance across the purchase funnel. To enhance awareness campaigns, the programmatic guaranteed deals feature has been launched for video and display, allowing direct deals between advertisers and media owners while enabling deal-based buying on publisher audiences. To support better audience planning, Shopper Personas has been introduced in India, leveraging multiple signals from retail and content consumption patterns. This new audience cohort helps advertisers and agencies balance scale, relevance, and efficiency across awareness and consideration objectives. Amazon Ads has introduced Ads Planner, a tool designed to help agencies and advertisers streamline media planning on its DSP platform. The tool aims to simplify the planning process by providing real-time audience insights, reducing reliance on manual processes, and offering greater control over media planning and execution. Ads Planner allows advertisers to assess audience potential, measure deduplicated reach and frequency across video and display formats, and allocate budgets efficiently to meet campaign objectives. By providing data-driven recommendations, it helps optimise marketing strategies across the customer journey. In order to produce tangible business outcomes, Amazon DSP combines precision with agility. Through high-affinity audience insights, we have used cases that helped brands reach 84% more new customers. Real-time signals also enable us to enhance product recall. The robust insights and seamless integration help optimize full-funnel strategies. The updates in Amazon DSP help brands in creating meaningful connections and achieving marketing objectives, said Karthik Shankar , Head of Digital Trading, GroupM. In addition to these features, the platform has also launched Amazon Ad Tag (AAT 2.0) to further increase focus on ads addressability. AAT2.0 will enable advertisers to extend Amazon DSPs measurement capabilities to destination pages of their choice (D2C website, lead generation landing page, etc.). AAT 2.0 offers greater flexibility and ease of use (via 3rd party tag manager implementation support).

Global ad spend to surpass 1 trillion dollars in 2025: Report

Global advertising spending is set to exceed $1 trillion in 2025, reflecting a 10.7 percent increase from the previous year, according to The VDO.AI, Matters of Marketing 2025 report. This growth highlights the industry's resilience, not only recovering from past disruptions but also redefining strategic priorities. With an 80 percent increase in spending compared to pre-pandemic levels, brands are focusing on innovation, authenticity, and data-driven decision-making to stay competitive in a rapidly evolving digital landscape. The rise of the intentional consumer Consumers are adopting a more deliberate and value-driven approach to spending. While inflation has stabilised, economic uncertainty remains a key influence, with rising food and utility costs cited as the top financial concerns for 33% and 20% of global consumers, respectively. Traditional brand loyalty is projected to decline by 25%, as consumers prioritise affordability, sustainability, and quality over long-standing brand affiliations. Price sensitivity remains a dominant factor, with 36% of consumers opting for whichever brand is on promotion and 32% switching to lower-cost alternatives. Digital platforms play a crucial role in discount discovery, with 27% of global shoppers preferring online shopping for better deals. However, value-driven consumption goes beyond price alone, with 67% of consumers willing to try a new brand if it offers affordability along with additional benefits such as sustainability or health-conscious attributes. The shift towards digital video As 83.6% of US households now own a connected TV (CTV), advertisers are reallocating budgets from traditional television to CTV and online video (OLV), both of which offer better audience targeting and higher engagement rates. The demand for CTV advertising is expected to grow by 27% in 2025, while traditional television spending is anticipated to decline. Consumer attitudes toward video ads have also evolved. A decade ago, many ad formats faced widespread rejection, yet recent trends show increasing acceptance. Today, 78% of consumers prefer video content when learning about a product, and 49% of connected TV users in the US believe CTV ads are more relevant to them than traditional television ads. Meanwhile, shoppable and interactive video ads are becoming a key driver of e-commerce integration within streaming platforms. Artificial Intelligence reshaping marketing AI is fundamentally altering how brands interact with consumers. In 2024, 50% of marketers experimented with generative AI for tasks such as content creation, campaign optimisation, and consumer analytics. By 2025, an additional 30% are expected to follow suit. Consumers, too, are increasingly comfortable with AI-powered recommendations. Surveys indicate that: 40% would accept AI-generated product recommendations. 35% would use AI to automate and speed up shopping decisions. 34% would allow smart devices, such as fridge sensors, to automatically reorder products. With 71% of consumers expecting personalised interactions and 76% expressing frustration when brands fail to deliver them, AI-driven personalisation will be crucial for maintaining customer engagement and loyalty. Attention as the new currency With digital saturation at an all-time high, consumer attention has become the most valuable metric for brands. Marketers are shifting their focus from click-through rates and impressions to attentive seconds, which provide deeper insights into audience engagement. As storytelling remains a core branding strategy, the emphasis in 2025 will be on: Personalisation Aligning brand narratives with consumer interests. Niche communities Leveraging creator-led spaces and fandoms to drive organic engagement. Interactivity Incorporating immersive ad experiences to captivate audiences. Authenticity Maintaining credibility and emotional resonance, as 43% of consumers prefer brands that align with their values. This new approach to measuring engagement is gaining traction, with 87% of CMOs now using attention-based metrics to optimise media performance. Navigating the future As marketing moves into an AI-driven, data-centric future, brands must strike a delicate balance between innovation, consumer trust, and ethical advertising practices. With 83% of media experts predicting a rise in ad fraud and misinformation, businesses must prioritise brand safety, responsible targeting, and transparent data usage. The most successful brands in 2025 will be those that embrace technological advancements while maintaining human-centred storytelling. By leveraging AI, digital video, and precise attention metrics, marketers can craft campaigns that resonate deeply, engage meaningfully, and drive sustained growth in an increasingly fragmented digital landscape. Amitt Sharma , CEO ofVDO.AI,commented, In a world defined by exponential change, brands must anchor themselves in innovation, authenticity, and a steadfast commitment to value creation. In this report, VDO.AI delves into the key trends shaping the industry, offering actionable intelligence to drive your campaigns forward. Akshay Chaturvedi , CBO of VDO.AI, added, Marketers and decision-makers are presented with both an opportunity and a challenge: how to harness this growth while staying ahead of the curve in an increasingly competitive market. In The Matters of Marketing 2025, we explore the trends that will shape our industry's future. Each insight is a blueprint for action, equipping businesses to anticipate shifts and lead with confidence.

Ventes Avenues & Trophe collab to integrate brands into gaming ecosystems

Ventes Avenues has entered into an exclusive partnership with Trophe, a company in Game Commerce (G-Commerce). The collaboration aims to integrate advertising and brand solutions within online gaming environments. According to Ventes Avenues, the partnership seeks to explore new ways for brands to engage with digital audiences through G-Commerce, focusing on interactive and consent-driven experiences. Trophe focuses on integrating brand interactions within gaming ecosystems. Unlike traditional advertising, which can be seen as disruptive, Trophe incorporates formats such as 3D and 2D product placements, treasure box rewards, and interactive storytelling in a gamified manner. The company adopts a 'Pro Gamer' approach, allowing brand engagement only when players express intent, aiming to create a more seamless and immersive experience. India's advertising market within games is projected to generate US$0.77 billion in revenue by 2025, with an impressive CAGR of 10.06% from 2025 to 2029, driving the market to an estimated US$1.13 billion by 2029. This growth unlocks an opportunity for brands to engage with 591 million gamers through authentic, interactive experiences. Commenting on this milestone, Vijay Singh, Founder & CEO of Trophe , shared, We're thrilled to partner with Ventes Avenue to revolutionize gaming commerce in India. Leveraging their expertise, we'll redefine how Gen Z and modern consumers interact wi global brands through immersive commerce-led experience within gameplay. Our goal is to move beyond traditional advertising, forging deeper connections between gamers and brands, and bridging the gap between Online gaming and real-world commerce . Echoing this sentiment, Niloufer Dundh, Founder & CEO of Ventes Avenues , added, Our partnership with Trophe is a game-changer in brand engagement. G-Commerce offers a consent-driven, interactive experience that adds value to both brands and users. At Ventes Avenues, innovation drives us, and this collaboration redefines gaming-l brand interactions. As G-Commerce shapes online shopping habits among Gen Z consumers, Ventes Avenues and Trophe are exploring new ways for brands to engage with digital audiences. Their partnership aims to create interactive experiences that encourage engagement and brand connection.

Schbangers claim victory in Cricket at Agency Premier League S2

The grand finale of the Agency Premier League took place under the bright lights of Astro Park, Mumbai, as Team Schbangers and Night Watchmen battled for supremacy in an electrifying box cricket showdown. The high-stakes match, played in an 8-over format, saw exceptional performances from both sides, culminating in Team Schbangers clinching the victory by 3 wickets. View this post on Instagram A post shared by Social Samosa (@officialsocialsamosa) Toss and First Innings: Opting to field first, Team Schbangers capitalised on the early breakthroughs, restricting Night Watchmen to 56/7 in 7 overs. Despite a steady start, Night Watchmen struggled against a disciplined bowling attack. Rajesh Naik emerged as the standout batter for Night Watchmen, scoring 17 runs off 9 balls at an impressive strike rate of 188.89, including two boundaries. Meanwhile, Nitesh Jain contributed 12 runs with a strike rate of 141.67. Team Schbangers' bowling unit proved their mettle, with Siddesh Shinde leading the attack, taking 2 wickets for just 7 runs in his 2-over spell at an economy rate of 3.50. Swapnil Ghase and Pratik Tandel also made key contributions, each picking up 2 wickets. Second Innings: Chasing 57 for victory, Team Schbangers showed resilience despite early hiccups. They reached 50 runs in 5.3 overs, with extras playing a significant role. Siddesh Shinde once again shined, displaying his all-round prowess by smashing 14 runs off just 5 balls at a staggering strike rate of 280.00. His quick-fire knock, laced with two boundaries, provided the momentum Team Schbangers needed to cross the finish line. Ultimately, Team Schbangers successfully chased the target in 6.2 overs, finishing at 57/5, securing a thrilling 3-wicket win and lifting the championship trophy. Match highlights: Semifinals Semi-Final 1: Team Schbangers vs. FCB Kinnect Pheonix Match Result: Team Schbangers won by 6 wickets FCB Kinnect Pheonix Innings: Scored 57/7 in 4.1 overs Best Batter: Afan Pagarkar (6 runs, 3 fours, SR 333.33) Team Schbangers Innings: Chased 58/2 in 4.2 overs Best Batter: Pratik Tandel (16 runs, SR 118.75) Best Bowler: Siddesh Shinde (1 wicket, economy 10.00) Semi-Final 2: Night Watchmen vs. Obbserv Match Result: Night Watchmen won by 6 wickets Obbserv Innings: Scored 63/6 in 5 overs Best Batter: Atul (13 runs, 5 fours, SR 261.54) Night Watchmen Innings: Chased 66/4 in 4.2 overs Best Batter: Swapnil Gavde (7 runs, 3 fours, SR 300.00) Best Bowler: Shubham Nalawade (1 wicket, economy 3.00 Match highlights- Finals Player of the Match: Siddesh Shinde (Team Schbangers) 14 runs (5 balls, 2 fours, SR 280.00) & 2 wickets (7 runs, economy 3.50) Best Batter: Rajesh Naik (Night Watchmen) 17 runs (9 balls, 2 fours, SR 188.89) Best Bowler: Siddesh Shinde (Team Schbangers) 2 wickets (7 runs, economy 3.50) With this victory, Team Schbangers etched their name in the Agency Premier League history, showcasing skill and determination. The tournament, featuring 94 matches across 61 teams, was a testament to the growing passion for competitive cricket, leaving fans eagerly awaiting the next edition.

YouTube expands text-to-speech feature & launches teen safety campaign

YouTube has announced the expansion of its text-to-speech feature for Shorts, making the tool available to more creators as part of its latest feature update. The platform is also introducing a new video series in collaboration with the JED Foundation to promote internet safety and mental well-being among teenagers. The platform is extending its text-to-speech functionality to iOS users, following its initial launch on Android in July last year. The feature enables creators to overlay an automated voiceover onto their Shorts, offering an additional way to present key information in their videos. According to the platform, the tool allows creators to add text that can be narrated aloud, with the ability to control when the visual text appears and disappears within the clip. Users can currently choose from four different voice options for narration. Text-to-speech has gained popularity across various social media platforms, with automated voiceovers commonly used in short-form video content. The platform's expansion of the feature aims to provide more creators with this option across both major mobile operating systems. In addition to the feature update, the platform has announced a new partnership with the JED Foundation, a nonprofit organisation focused on equipping teenagers with life skills to manage stress and anxiety. As part of Safer Internet Day, YouTube and JED, in collaboration with creative agency Room 1041, have developed a series of evidence-based mental health videos. These videos, featuring well-known creators, aim to provide teenagers with tools to better understand their mental health, cope with challenges, and seek support when necessary. The platform has also introduced a visual update to profile cards on its Studio mobile platform. The new design aligns the profile cards with other recent updates across the app while maintaining their existing functionality. The updated profile cards will display a pop-up summary of a users account within the Studio interface, offering a streamlined way to view profile information.

Case Study: How Proease leveraged influencers & celebrities to drive conversations on period struggles

Proeases #BadalKarDekho campaign, led by Tejasswi Prakash and supported by influencers, highlighted how women are often expected to 'adjust' in various aspects of life, including their choice of period products. By encouraging conversations around this reality, the campaign aimed to drive awareness and inspire a shift towards comfort and better choices. Here is a case study on it. Category Introduction Despite being the worlds most populous nation, India has one of the lowest sanitary pad penetration rates globally. Menstruation is still deeply taboo, with over 70% of girls knowing nothing about periods until they begin. However, encouraging trends are emerginggovernment campaigns, NGO-driven awareness initiatives, and behavior-change efforts led by leading brands have started breaking stigmas. Meanwhile, more urban women entering the workforce, rising disposable incomes, and newer distribution channels (e-commerce and D2C) have facilitated the entry of innovative players focused on comfort, eco-friendliness, and affordability. These factors, especially in urban India, offer significant growth opportunities in the sanitary wear category. Brand Introduction Proease is a sanitary pad brand by RSPL, designed for users who seek comfort and value. Its key differentiator lies in providing high-quality products at an affordable price point. Summary Menstruation in India often remains shrouded in shame, cultural taboos, and limited education. As a result, open conversations about period products are rare, and many women compromise on comfort, leading to stress, worry, and lower self-confidence. Proease, a challenger brand in the feminine hygiene category, offers premium-quality products at an accessible price, aiming to capture a larger share in the fast-growing 'Fluff XL' segment. True to its challenger spirit, Proease addresses the compromises women make by continuing to use uncomfortable sanitary pads and calls on them to make a positive change. Led by celebrity ambassador Tejasswi Prakash, this fully integrated influencer marketing campaign, conceptualised by Tonic Worldwide and executed by its in-house influencer and content marketing division, Loud or Nothing, highlights how society pressures women to 'adjust' in all areas of life, including settling for subpar period products. The campaign encourages women to reject these compromises and choose what truly works for them. Objective Proease positions itself as an 'anti-regular' solution in the feminine hygiene category, catering to users seeking better comfort and value. The brands core objective: Drive growth by attracting 'Fluff XL' product users looking to switch away from a legacy competitor. Brief Establish Proease as the go-to alternative for 'Fluff XL' users. Leverage the brands superior quality and affordable pricing to set it apart from key competitors. Challenges The biggest hurdle was breaking the inertia that comes with a change in a category where the open conversation about menstruation remains largely taboo. Creative idea Deploy a shock-and-jolt approach aligned with Proeases 'anti-regular' stance to capture attention. The central idea is urging women to break free from societal expectations of constant 'adjustment' and embrace positive change, hence the awakening call of #BadalKarDekho. Execution The campaign began with a buzzworthy viral moment - a leaked video of Tejasswi addressing the unfair pressures women face to constantly adjust, which sparked online conversations. Several influencers amplified the message, sharing personal stories of 'adjustments'' theyve made as women and standing in solidarity with the cause. View this post on Instagram A post shared by Pinkvilla (@pinkvilla) In the next phase, Tejasswi directly addresses the discussions surrounding her video. She highlights the compromises women often make, whether in relationships, clothing, or even period products, and advocates for a shift toward comfort and empowerment. View this post on Instagram A post shared by Tejasswi Prakash (@tejasswiprakash) She encourages women to try Proease GOXL, demonstrating how even small changes can provide comfort during their periods. Influencers backed this message with their own experiences and directed audiences to the brands Amazon page. View this post on Instagram A post shared by Kimmy Nagpal (@kimmynagpal3) View this post on Instagram A post shared by Tina Sharma (@tinasharmaofficial) View this post on Instagram A post shared by Mehak Bajaj (@__.mhk__) View this post on Instagram A post shared by Mon ika (@officialmonika__) Results Campaign quantitative data Total Reach : 245M+ Total Views: 467.82 M Interactions: 1.9M+ Shares: 50K+ Saves: 44K+ Campaign Qualitative Analysis The teaser phase garnered 27M+ views and 25K+ shares , generating buzz and anticipation for the campaign. Engaged audiences in the comments speculated about something coming up. Tejasswi's video received 1.5K+ comments , with women actively sharing their experiences and voicing their support for the #BadalKarDekho movement, making it a platform for meaningful conversations The influencers sharing their personal experiences further added to the momentum, inspiring their followers to do the same. This led to 500+ comments and 21K+ shares , amplifying the campaigns impact The campaign resonated deeply, driving 50K+ shares and 44K+ saves , as women strongly connected with the issues highlighted We received 5K+ comments , reflecting strong engagement as the campaign sparked meaningful conversations and fostered a community where women shared their experiences and perspectives Commenting on the campaign, Harkawal Singh , VP of Global Marketing, RSPL, said, Breaking inertia is tough and often requires a jolt. Im delighted that the #BadalKarDekho campaign, in collaboration with Tonic Worldwide, not only captured instant attention but also resonated with consumers by addressing everyday pain points frequently dismissed in the name of adjustment. The powerful insight and choice of influencers made our propositionembracing small changes for meaningful improvementtruly relatable and authentic. Sudish Balan, Co-founder and Chief Creative Officer, Tonic Worldwide said, The insight for this campaign comes from the deep-seated expectation of adjustment placed on women. Period products should be liberating, not limiting. The superior benefits of Proease gave us the confidence to challenge inertia and disrupt the status quo with the bold #BadalKarDekho pitch.

AI takes center stage: GroupMs leaders on TYNY advertising forecast

On February 11, GroupM launched its annual This Year, Next Year (TYNY) report, outlining ten key trends expected to shape the advertising industry in 2025. A common theme across all the trends was the increasing influence of Artificial Intelligence. From Connected TV (CTV) to e-commerce and sports, AI has become an integral part of the industrys transformation. AI agents and integrated measurement frameworks Marketing is undergoing a major transformation, and 2025 will be the year of AI agents taking center stage, according to Parathasarathy Mandayam (Maps), Chief strategy Officer- GroupM South Asia. He introduced the first trend with a playful take on the future of human-led interactions, joking about whether professionals like themselves would still be needed for engagements and discussions in the coming years or if AI agents would take over these roles. Discussing the reimagining of marketing, Maps highlighted the widespread adoption of large language models in 2024 and pointed to an even bigger shift in 2025the rise of AI agents. He explained that agentic AI was expected to transform various business functions, with marketing being at the forefront of this evolution. According to him, this transformation would occur in two waves. The first wave, already underway, focuses on driving efficiency, with AI agents handling workflow management, reporting, and basic content creation. The second wave, expected in the latter half of the year, would see AI agents taking on autonomous decision-making roles, such as autonomous planning, optimisation, and content creation. He said, It's a shift from being an enabler to being a decision maker. And that is the big shift which we are seeing when it comes to AI agents. Maps also pointed out areas where AI agents were already making an impact, such as customer service. He noted that modern chatbots were evolving to provide nuanced responses based on the context of queries. Another significant advancement was in vernacular AI, where these systems were learning to communicate in various dialects, making interactions more personalised. With the integration of first-party data, AI-driven hyper-personalisation was set to deepen consumer engagement in meaningful ways. Maps also spoke about the challenges of measurement in an evolving digital landscape. He highlighted three key factors shaping the future of measurement. He explained that data privacy is a major factor reshaping measurement, as traditional methods like click tracking and cookies are becoming obsolete. He also pointed out that the growing fragmentation of touchpoints has made measurement more complex, with every touchpoint now doubling as a transaction point. To address this complexity, he emphasised the role of AI in measurement, stating that its advancements are transforming the way marketers analyse and track engagement. AR, VR, and AI-powered storytelling Vinit Karnik, Head of Sports, eSports, and Live Entertainment - GroupM South Asia, discussed the impact of the transition from 4G to 5G, emphasising how it was revolutionising content consumption. He pointed out that India now had approximately 750 million smartphone users, creating a massive opportunity for experiential content. Take AR try-ons, for instance. The concept has fundamentally changed how we shop. Today, you can visit a website or an app and virtually try on a shirt or spectacles. This advancement, powered by technology and data pipelines, is already driving 65% engagement on platforms, Karnik noted. He further projected that 150 million people will be using AR and VR devices in the coming years to enhance their shopping experiences. Beyond e-commerce, Karnik emphasised that AR and VR are making waves in sports and live entertainment. This year, the live entertainment industry in India will transform. With both Indian and international artists leveraging technology, AR-VR will redefine how we experience concerts, events, and shows, he added. Karnik also underscored how AI has become integral to storytelling, shaping content across text, audio, and video. In 2024, we saw influencer marketing come full circle, with brands deeply engaging with communities. With over 1 million content creators in India today, the landscape is evolving. Marketers are no longer creating just 3-5 TV commercialstheyre producing 5,000 to 6,000 pieces of content through influencers and creators, he pointed out. Looking ahead, Karnik predicted that AI-powered influencers will redefine brand storytelling. He said, The advantage of AI influencers is that they are always on, brand-safe, and adaptable across multiple dialects and platforms. The sheer flexibility they offer will catapult influencer marketing into a new era of engagement. According to Karnik, the traditional metrics of influencer marketinglikes, shares, and viewswill soon be replaced by 'cost per action'. The focus will be on actionsdownloads, transactions, and purchases through influencer contentrather than vanity metrics. Marketers will need to shift towards measuring impact through tangible results, he explained. Karnik also highlighted the growing significance of prompt engineering in content creation: In the future, well hear a lot about Chief Prompt Officersthe people guiding AI tools with precise inputs to generate high-quality content at scale. Prompt engineering will play a critical role in curating content efficiently and ensuring brands get the most out of AI-driven storytelling. The rise of data clean rooms and AI-driven content discovery Data clean rooms have emerged as a crucial tool for brands looking to balance consumer privacy with actionable insights. Priti Murthy, President, GroupM Nexus explained how the shift towards data clean rooms is driven by the need for deeper audience understanding. The origins were from a different era when we wanted a closer look at the audience. Today, everyone is looking from 80,000 feet high, but we need to get down to 200 feet, she said. Now, it has become a norm for marketers to quickly migrate and adopt data clean roomsnot just for consumer data privacy but also to gain more insights, better understand consumer journeys, and enable seamless marketing collaboration. The integration of data clean rooms enriches datasets, allowing brands to measure the effectiveness of their decisions against a larger consumer cohort. This, in turn, leads to smarter marketing strategies. On the evolving nature of content discovery, Murthi highlighted a systemic shift in how content gets listed. Traditional search engine optimisation (SEO), which relied on keyword-based searches, is giving way to AI-driven content discovery. She believes this transformation will redefine SEO, coining the term GEOor Gen AI-driven Optimisationwhere AI platforms will dictate how content is surfaced. User retention will become a bigger priority than ever before. Instead of just clicks, brands will focus on engagement, repeat visits, and deeper analytics, blending search data with online conversations to measure success, she added. Retail media, omnichannel integration and quick commerce Atique Kazi, President Data, Performance, and Digital Products, GroupM India, shared that India is home to the third-largest online shopper base in the world, and its retail landscape is undergoing a seismic shift. Kazi said, In the next three years, we expect the total online retail GMV (Gross Merchandise Value) to cross 167,000 crores, translating to 10-11% of all retail being influenced by digital commerce. This surge has fueled the rapid rise of retail media, which is now the fastest-growing advertising channel. In 2024, retail media accounted for approximately 22% of India's overall digital advertising spend. Media and commerce will be so intertwined that every media opportunity will become a transaction opportunity, and every transaction will eventually be a media opportunity. Media is everywhere, and media is everything, he said. One of the biggest disruptors in this space is quick commerce, which has fundamentally changed consumer behavior. Although its overall market share is still growing, it dominates client conversations. The 10-minute delivery promise and the immediacy of convenience are reshaping how India shops. The most exciting part? We're only at 6-7% smartphone penetration in this space, meaning the growth potential is astronomical, Atiq noted. A significant chunk of this expansion is coming from Tier-II and Tier-III cities. The evolution of quick commerce has also been fascinating. Initially, it was search-drivenfulfilling immediate or emergency-based needs. However, today, platform data reveals that at least 50% of transactions stem from a full-funnel approach, driven by pop-ups, interstitials, catalog browsing, post-purchase ad units, and other discovery-led methods. This shift towards exploratory shopping behavior is what marketers are keen to tap into, as it allows them to integrate different funnels more seamlessly, he explained. Looking ahead, he sees health, pharma, and personal care as the next major categories set to drive quick commerce growth. If you want to win in this space, you have to be nimble, act fast, and be highly responsive in your operations, Kazi advised. India's advertising growth The report anticipates Indias adex to grow by 7% in 2025 taking the overall ad revenue to Rs 1,64,137 crore, with an incremental Rs 10,730 crore compared to 2024. Addressing the press, Prasanth Kumar, CEO, GroupM South Asia said, India is at the forefront of a marketing revolution driven by AI and data privacy. As global ad spend surpasses $1 trillion, India emerges as a top 4 growth market, with digital now accounting for over 60% of ad spend. With a shift to personalised engagement, commerce-driven marketing, and responsible innovation, mixed reality and immersive tech fuel experiential content. While TV is vital, we also see AI agents transform customer interactions, we also witness brand-audience connections getting redefined with the surge of emerging formats like programmatic CTV and AI-driven retail media. All of this is positioning India for unprecedented innovation and impact in the modern marketing era. The 2025 growth will be led by digital which is pegged to grow by 11.5%. OOH and Cinema advertising are expected to grow by 8% and 10%, respectively. Print adex will grow by 4%. GroupM predicted that TV ad revenue would decline by 1%. 2025 will also see the digital share rising to 60% of overall adex. Ashwin Padmanabhan, Chief Operating Officer, GroupM said, Indias advertising ecosystem is being reshaped by digital dominance and shifting consumer behaviours, Digital and TV together account for 86% of total ad spend, with streaming TV now making up 12.6% of total TV ad revenuesignalling a critical shift for brands to optimise across high-growth platforms. Key sectors like SME, realty, education, BFSI, and tech/telco contributing to 60% of total advertising are set to grow at around 10%, further accelerating market expansion. Additionally, rising investments from EVs, fintech, and gaming are fuelling the markets momentum. In 2024, the Indian advertising spends grew 8.8% to reach Rs 1,53,407 crore, said GroupM. According to the report, the retail media continues to grow at a CAGR of 40% since 2019. In 2025, the share of retail media will be 13.2%. Parveen Sheik, Head of Business Intelligence, GroupM said, With Indias GDP projected to grow by 6.5% in 2025, its advertising market remains strong, ranking 9th globally. Digital adspends is now close to 1 lac crore, driven by AI, commerce, retail, media, and hyper-personalisation marketing. As the economy grows, brands must embrace agility, data intelligence, and sustainable strategies to maximise impact in this dynamic landscape. The 2025 advertising landscape, as outlined in GroupMs TYNY report, signals a future heavily influenced by AI. From AI agents to AR and VR storytelling, the transformation is multifaceted and promises to reshape how brands engage with consumers. AI is no longer just an enabler but is expected to play an active role in decision-making, driving marketing functions such as content creation, customer service, and hyper-personalisation. The future of advertising, therefore, promises greater innovation, efficiency, and engagement.

The Leapfrog Network acquires Tube Indian

The Leapfrog Network (TLF) has acquired the Instagram page Tube Indian. This strategic acquisition marks the beginning of a new chapter for both brands, focusing on growth, creativity, and audience engagement. With the acquisition, TLF is primed to expand its vast digital footprint, which generates four billion monthly impressions across platforms. TLF has integrated its entire team into its existing creative force. The synergy of fresh, innovative minds and industry veterans with over 25 years of experience will propel its ability to create campaigns that captivate audiences across all age groups. The primary objective of this merger is to amplify audience reach and establish presence across diverse demographics. From teenagers to adults and even older generations, this collaboration aims to ensure that brands under TLFs umbrella receive engaging, meaningful, and impactful visibility. Together, the two aim to cater to a diverse array of brands, from emerging startups to established industry leaders, empowering them to set trends rather than follow them. Expressing his excitement about the acquisition, Chirag , CEO of The Leapfrog Network, shared, We are thrilled to welcome Tube Indian into the TLF family. The road ahead is filled with exciting challenges and immense opportunities, and with this expanded team, we are ready to push creative boundaries like never before. Onwards and upwards! Echoing this enthusiasm, COO Yash emphasised, This is not just an acquisition, it's an infusion of extraordinary talent that will revolutionize marketing and content creation. Our mission is to provide unmatched value to brands by leveraging our extensive network that resonates across generations. 2025 is the year we redefine the industry. Keeping the momentum high, CMO Rishab added, A huge shout out to the entire team of Tube Indian for believing in our vision. This partnership is going to be a game-changer, and both our audiences and brand collaborators will witness the impact soon enough. Heres to new beginnings and bigger successes!

Meta restructures workforce, cuts 4,000 jobs to prioritise AI

Meta is re-aligning its workforce to prioritise AI development, cutting around 4,000 jobs while hiring more AI engineers, Business Insider has reported. The company plans to eliminate about 5% of its global workforce to focus on AI advancements. CEO Mark Zuckerberg stated in an internal memo that the company is raising performance standards and will replace these roles with new hires, particularly in machine learning. This shift comes as Meta seeks to accelerate its AI efforts amid growing competition, particularly following the emergence of DeepSeek, a reportedly faster and more cost-effective AI model. The company aims to stay competitive in the global AI race by heavily investing in AI infrastructure. In 2025 alone, Meta will allocate around $65 billion toward AI initiatives, including expanding its data centers and increasing GPU capacity. Zuckerberg sees 2025 as a pivotal year for AI, leading Meta to intensify its AI push across its platforms. This marks a stark shift from its previous focus on the metaverse, which had been a major priority until OpenAIs ChatGPT reshaped the AI landscape. While AI continues to evolve, the feasibility of true artificial general intelligence (AGI) remains uncertain. For now, Meta is betting big on AI-driven advancements, including potentially replacing engineers with AI agents to enhance efficiency and create new business opportunities. However, the long-term impact and limitations of these AI investments are yet to be fully understood. Meta has begun notifying affected employees of the layoffs this week.

Making pleasure mainstream: What sexual wellness brands have planned for Valentine's Day

Remember when actor and Bold Care co-founder Ranveer Singh and adult film actor Johnny Sins teamed up to talk about mens sexual health in 2024? Launched around Valentines Day 2024, Bold Cares #TakeBoldCareofHer campaign blended humour in the otherwise taboo conversation, sparking conversations and capturing the audience's attention. The campaign took a satirical approach, parodying the over-the-top drama of Indian daily soaps. In the film, Singh questions his on-screen brother Johnny's wife about why shes leaving their home. What follows is a sequence of exaggerated slow-motion reactions as the wife drops a truth bomb action in the bedroom was lacking. The entire scene, peppered with metaphors such as inki daali pe kabhi phool nahi khilta and the opening of a teejori ki chabi , subtly yet humorously implied issues related to sexual pleasure. With the intervention of a capsule, the drama resolves, making a statement on the importance of addressing sexual wellness. The ad didnt just entertain got people talking. By the end of the year, the brand was amongst the top three brands by value in the sexual wellness category. Valentines Day has long been synonymous with love, grand gestures, and thoughtfully curated gifts. From chocolates and flowers to romantic dinners, the day is all about celebrating affection, with sales of gifts, chocolates, and romantic experiences spiking. Theres another lesser-discussed product category that experienced a surge during the period condoms. But between the roses and heart-shaped trinkets, theres one conversation that remains largely unspoken sex. Data from previous years has shown that condom sales increase by 1012% around Valentines Day. In fact, quick commerce platforms like Blinkit reported condoms as one of its most ordered items during Valentines week. Clearly, people are engaging in intimacy but why does talking about it still feel like a social taboo? India, a country with a population of over 1.4 billion, is proof that intimacy is anything but rare. Yet, open discussions about pleasure, sexual wellness, and self-care are often pushed to the sidelines. With the sexual wellness industry projected to reach $2.09 billion by 2030, its evident that consumer attitudes are shifting. More individuals are seeking reliable, stigma-free conversations around sexual health and pleasure. With this, brands in the sexual wellness space are pushing the envelope to make these conversations more mainstream, especially around Valentines Day. Changing consumer attitudes toward sexual wellness According to Devansh Agrawal , Co-founder and CEO of Peppy, Valentines isnt just about being single or in a relationshipits about embracing intimacy in all forms. As conversations around self-care and pleasure evolve, brands are using this time to normalise intimacy, remove stigma, and make self-pleasure a part of mainstream discussions. Younger consumers, particularly Gen Z and millennials, are demanding openness, humour, and inclusivity in how brands communicate about sexual wellness. Instead of whispering about it, brands are leveraging bold, engaging campaigns to celebrate intimacy as an essential part of self-care. Talking about last years ad, Rajat Jadhav , Co-founder and CEO of Bold Care, notes, That dominated our comms last year, but we also run sales which encourage users to celebrate with their partners without any hiccups or issues in the bedroom. We make sure that we stay on brand with our science-backed, objective approach but add punny touches to our Valentines Day comms. Jadhav sees many players thinking outside the box, moving away from cheesy messaging and innovating with their campaigns. For example, MyMuse has launched its Valentine's Day campaign - Dil-Do, encouraging consumers to be the giver this Valentine's Day, moving beyond the cliches to other gifts, especially the pleasurable kind. The brand has released video films inspired by Bollywood romcoms, creating a spoof from some of our loved Bollywood movies, naming them Dil Do Pagal Hai, Dil Do Wale Dulhania Le Jaayege and more. View this post on Instagram A post shared by Deesha Katkar (@deeshakatkar) Additionally, its social media is full of tips on satisfying a partner through subtle messaging. But thats not the only pleasure brands in this category are focusing on. Other brands are positioning intimacy beyond traditional couple narratives. Brands like That Sassy Thing want consumers to satisfy themselves, specifically catering to the female gaze. Sachee Malhotra , Founder, That Sassy Thing shares, Everyones trying to woo couples to make their brand as the choice to couple up this Valentines. While this is a technique thats been conventionally working for decades, were yet to see brands break through the clutter and go beyond this narrative. It is advocating for self-love through its Crushing On Me campaign, targeting women and breaking the notion that Valentines Day is only for couples. Its content game focuses on pleasuring oneself through tips and tricks, honest conversations with partners about likes and dislikes and more. View this post on Instagram A post shared by That Sassy Thing (@thatsassythingdotcom) View this post on Instagram A post shared by That Sassy Thing (@thatsassythingdotcom) The brand wants consumers to not fall for the over-hyped trends and to focus on themselves. Malhotra comments, Our products are used by women across ages and geographies. In terms of demographics, our customers are from ages 21-40, from young single women to married women and mothers too. Were going out there with messaging that you dont really need someone else to make you feel loved. Additionally, brands like Peppy have focused on humour. Its new campaign featuring co-founder Bhuvan Bam sees him taking on the role of a podcast host video ad where he interviews the brands sexual wellness products, using his signature wit to break taboos and encourage open conversations around intimacy. When interviewing the products, who have their own personalities in the ad, respond with clever and cheeky remarks, addressing common misconceptions about sexual wellness. The ad highlights the importance of self-care while challenging societal taboos around intimacy in an engaging and entertaining manner. View this post on Instagram A post shared by Bhuvan Bam (@bhuvan.bam22) Its campaign, Fun Doesnt Need a Plus One, highlights self-intimacy as self-care. Peppys Devansh Agrawal mentions that the campaign challenges the outdated narrative that pleasure is only for couples by making self-intimacy a loud, fun, and stigma-free conversation. Our messaging is bold, playful, and unapologetic, encouraging people to explore what feels good without shame. For us, Valentines isnt just a dayits an opportunity to redefine how India sees intimacy. Brands in the sexual wellness space are now embracing diverse themes and content strategies to engage with consumers. Shiva Shrivastava, Brand Head, Love Depot at TTK Healthcare, shared insights on its approach. To capitalise on this, we launched The Great Indian Pleasure Fest, Indias largest pleasure event, now in its second yearmaking pleasure products as mainstream as Big Billion Days did for e-commerce. This Valentines, were encouraging everyone to Win Big in Love, taking another step toward normalising pleasure and exploration. Shrivastava shares, with 65% of India under 35 and rising digital adoption, demand is soaring, especially in Tier II cities. The fest meets this with deals, discreet shopping, and influencer collaborations on self-love, long-distance relationships, and more. Catering to different demographics The acceptance of sexual wellness products varies across different age groups and geographical locations. Devansh Agrawal divulges that younger consumers between the age group of 18 to 30 years are more open, experimental, and eager for guidance on intimacy, resonating with meme culture, influencer collaborations, and educational content. On the other hand, older audiences (30+) prefer a more subtle approach with expert-backed insights, scientific validation, and discreet branding. Regionally, metropolitan consumers are more comfortable engaging with the category, while Tier II and III audiences are still hesitant. They prefer ads that emphasise safety, doctor approvals, and discreet delivery. Shiva Shrivastava of TTK Healthcare notes that language plays a crucial role in resonating with consumers in India. She mentions, Across segments, we prioritise a discreet, trust-led experience backed by expert content. While metros engage with Hinglish and Tanglish, Tier II and III audiences require vernacular narratives. This Valentines, were expanding our reach by experimenting with Tanglish and Malayalam, driving impact through vernacular influencer collaborations to ensure greater accessibility. The brand has highlighted relatable situations one finds themselves in when keeping their pleasures discreet like hiding sex toys from parents, arguments with your partner and more. View this post on Instagram A post shared by Joel Joseph (@joeljo7eph) Rajat Jadhav of Bold Care shares that the brand takes a more relatable, humorous tone to target younger audiences with a problem-solving approach. On the other, it runs targeted performance campaigns for the older audiences, reaching them across touchpoints to enhance engagement and raise consideration. Interestingly, That Sassy Thing has seen consumers from Tier II and III towns too, including Ludhiana, Indore, Lucknow, Jodhpur, Coimbatore, Salem, Siliguri and more. Sachee Malhotra aptly puts across that self-love is a universal and super relatable emotion, and its messaging, which focuses on prioritising your pleasure, resonates with the community. The dilemma of advertising on social media Despite the growing acceptance, advertising for sexual wellness brands remains tricky, especially on social media, where strict policies regulate suggestive content. Paid ads on Google and Meta-owned platforms are often rejected or taken down, while Amazon prohibits sexual wellness brands from promoting or sponsoring their products on its site. Bold Cares Jadhav explains, Our creative teams have cracked the code on this very well. We use indicative copy and imagery that effectively navigate the restrictions and prompt the user to try our products. Whether it's puns, pop culture references, or just plain humour, we create ads that capture the users interest without being obscene or out there. That Sassy Thing, a community-led brand, has sidestepped restrictions by focusing on organic engagement, newsletters, and referrals, according to Malhotra. Love Depot, on the other hand, is investing in SEO, influencer partnerships, and educational content to drive visibility while navigating platform restrictions. TTK Healthcares Shrivastava shares that navigating ad restrictions has inspired innovation. The brand is investing in SEO, influencer partnerships, and organic social engagement. By creating value-driven content, we ensure that our audience finds us through trusted sources rather than just direct promotions. We collaborate with wellness experts, therapists, and educators to create insightful discussions, making sexual wellness part of a larger self-care narrative. How Quick Commerce is changing the game With platforms like Blinkit and Zepto dominating last-minute gifting and essentials, quick commerce (Q-com) has refined accessibility for sexual wellness products. Rajat Jadhav predicts a lot of same-day orders or last-minute orders for Bold Cares Extend Range and Condoms. With Valentines Day around the corner, the brand has noticed pre-emptive purchases to enhance the mood with date-night kits. Additionally, Q-comm interfaces have new options to advertise and navigate product placement with the incognito feature also gaining traction. Sachee Malhotra echoes this sentiment, stating that Q-com platforms are strategically pushing the category with UI/UX changes during Valentines week, making products more visible and accessible. Channels like Blinkit and Zepto have their entire UI/UX owning Valentines week and really pushing the category and traffic towards sexual wellness brands, by giving super prominent visibility and space on the app homepage. These platforms have specific brands and products curated for each of the seven days, such as Rose Day, Chocolate Day, Hug Day, and more. On the other hand, Blinkit has Single Mode and a curated section around Kinks, while Zepto has different tiles and curated brands according to different stages of a relationship. It features That Sassy Things products, such as massagers and handcuffs. We are already seeing a 5X jump in our sales, and interestingly, were seeing a lot of interest in our newest handcuffs that we just launched on Blinkit. She shares that initiation into the self-care routine often starts with an impulse purchase, which is why quick commerce plays such a crucial role. Additionally, offers like pay-in-EMIs over 3 or 12 months have helped sexual wellness brands. Redefining love, one conversation at a time While Valentines Day continues to be a celebration of love, its also an opportunity to expand the conversation around intimacy, self-love, and pleasure. Brands are taking bold steps to normalise these discussions, using humour, education, and cultural relevance to shift perceptions. Shiva Shrivastava comments that collaborating with sexual wellness educators and influencers across wellness, travel, and self-care helps brands like Love Depot educate, engage, and empower consumers in authentic and relatable ways. Consumer attitudes are evolvingyounger generations see pleasure as self-care, and over time, we expect conversations around sexual wellness to be as normalised as skincare or mental health. This could potentially shift the perception of such gifts merely being for Valentines Day to a movement that champions intimacy, confidence, and self-expression all year round. The road to breaking taboos is long, but this Valentines Day, one thing is clear: love isnt just about roses and chocolates. Its also about embracing intimacy, understanding pleasure, and creating a space where these conversations are as normal as any other aspect of love.

Collective Artists Network emerges as the winner in badminton at APL S2

Day 5 Social Samosas Agency Premier League witnessed an electrifying series of matches as teams clashed for ultimate supremacy in badminton. From intense singles showdowns to high-energy mixed doubles, the tournament showcased talent, determination, and sportsmanship at its finest Collective Artists Network bagged the winner trophy in an epic Mens Singles battle against FCB Smash Squad. Dhruv from Collective Artists emerged as the Player of the Tournament. Some of the standout players were Nisha (Collective Artists), Prashant (Socheers), Jainik (Schbang), and Navin (Smash Squad). Here is the rundown of Day 5: Preliminary Matches Mens Singles Schbang vs Sociohub Jainik (Schbang) dominated with scores of 11-3, 11-13, and 11-4. Socheers vs Chakli Avengers Prashant (Socheers) secured a win with 11-6, 11-8. FCB Champs vs Panga Mafias Nabil (Panga Mafias) won with 11-8, 11-7. Collective Artist vs Team Apex Dhruv (Collective Artist) displayed dominance with 11-3, 11-2. FCB Smash Squad vs Liqvd Titans Santosh (Liqvd Titans) claimed victory with 11-1 (injury retirement in Game 2). Bartergram vs SoCheers (Quarterfinals) Prashant (SoCheers) triumphed with 9-11, 11-9, 11-4. Schbang vs FCB Champs (Quarterfinals) Jainik (Schbang) overpowered with 11-4, 11-4. WRMustangs vs FCB Smash Squad (Quarterfinals) Smash Squad emerged victorious with 11-8, 11-7. Collective Artists vs Schbangers (Semifinals) Dhruv (Collective Artists) won 15-2, 15-12. Finals: Collective Artists vs FCB Smash Squad Dhruv led Collective Artists to victory with 21-10, 17-21, 21-13. Womens Singles Schbang vs Sociohub Srabna (Schbang) dominated with 11-3, 11-3. Socheers vs Chakli Avengers Reena (Chakli Avengers) clinched the win with 13-11, 11-7. FCB Champs vs Panga Mafias Dhruvita (FCB Champs) won with 11-7, 11-5. Bartergram vs SoCheers (Quarterfinals) Preeti (SoCheers) led with 11-3, 11-1. Schbang vs FCB Champs (Quarterfinals) Srabna (Schbang) secured victory with 11-5, 11-8. WRMustangs vs FCB Smash Squad (Quarterfinals) WRMustangs claimed the win in three games: 11-7, 11-6, 11-5. Collective Artists vs Schbangers (Semifinals) Nisha (Collective Artists) displayed dominance with 15-3, 15-1. Mixed Doubles Schbang vs Sociohub Schbang (Balaji & Bhava) won with 11-1, 11-8. Player of the match: Srabna. Bartergram vs Team Octobuzz Bartergram (Farhan & Disha) secured victory with 11-4, 11-7. Socheers vs Chakli Avengers Socheers (Prashant & Prajakta) dominated with 11-3, 11-4. Collective Artist vs Team Apex Collective Artist won with 11-3 (second game retired). Player of the match: Dhruv. FCB Smash Squad vs Liqvd Titans FCB Smash Squad (Navin & Jaini) claimed victory with 11-7, 11-6. Schbang vs FCB Champs (Quarterfinals) Schbang won with 11-9, 11-4. Collective Artists vs Schbangers (Semifinals) Dhruv & Nisha (Collective Artists) triumphed with 15-5, 15-6. Quarterfinals Collective Artist vs FCB Kinnect Flickers Collective Artist secured wins in Mens Singles (11-3, 11-1), Womens Singles (11-5, 11-7), and Mixed Doubles (11-3, 11-4). Player of the match: Dhruv. Smash Squad vs SoCheers Smash Squad won all three categories: Mens Singles (15-6, 15-6), Womens Singles (15-0, 15-3), and Mixed Doubles (15-8, 15-8, 15-13). Player of the game: Navin. Final In the much-anticipated Finals , Collective Artists faced off against FCB Smash Squad in an epic Mens Singles battle. Dhruv (Collective Artists) vs FCB Smash Squad The match was an intense display of skill and endurance. Dhruv led his team to victory, securing a final score of 21-10, 17-21, 21-13.

TSBI wins the maiden football title at APL S2

Day 4 of Social Samosas Agency Premier League witnessed 16 teams colliding in intense matches of football for the coveted trophy. After three intense days of cricket, the latest edition to APLfootballtook centre stage as teams gathered in their jerseys and football shoes. The tournament featured group stage matches where agencies, divided in four groups, contested for the top spot to qualify for the semi-finals. As the day progressed, teams engaged in fierce games as players showcased their skills with the ball and dribbled their way across to the goal post. Dawson from Adfactors FC scored the most number of goals10. He is followed by Rosh of team Howl, Nishant of Muthafluffers, and Mohammed of Team TSBI on the leaderboard with 5, 3, and 3 goals respectively. Mayur of Adfactors FC has the most assists3. He is followed by Christopher of Team TSBI with 2 assists to his name. The final witnessed two tough undefeated teams in TSBI and Howl colliding for the coveted winner trophy. The first half witnessed no goals as both the teams brought their A-game to match. In the second half, via a hand-ball, TSBI won a free kick which they capitalised on, scoring their winning goal. Here are the scoresheets of the matches that took place on Day 4: Team TSBI vs. Wife Lovers R: 2-0 DDB All Stars vs. FCB Kinnect R: 0-0 Havas Rising Stars vs. Brandmovers FC R: 0-3 Pivot Strikers vs. WRMustangs R: 3-0 Team Gozoop vs. Tingsters R: 1-1 Howl vs. FCB Myrmidons R: 2-1 Adfactors FC vs. Muthafluffers R: 4-1 DDB All Stars vs. Sociohub Super Kings R: 0-0 Havas Rising Stars vs. Wavemaker Army R: 0-3 Team TSBI vs. Bartergram R: 1-0 Logicloop Falcons vs. Team SoCheers R: 1-0 FCB Myrmidons vs. Team Schbangers R: 0-2 Muthafluffers vs. Brandmovers FC R: 1-1 WRMustangs vs. Wife Lovers R: 0-3 Tingsters vs. FCB Kinnect R: 0-1 Bartergram vs. Pivot Strikers R: 0-2 Sociohub Super Kings vs. Team Gozoop R: 0-0 Wavemaker Army vs. Adfactors FC R: 0-2 Team SoCheers vs. Howl R: 1-3 Muthafluffers vs. Havas Rising Stars R: 0-1 Tingsters vs. DDB All Stars R: 2-0 FCB Myrmidons vs. Logicloop Falcons R: 0-0 WRMustangs vs. Team TSBI R: 0-3 Brandmovers FC vs. Wavemaker Army R: 2-1 Team Schbangers vs. Team SoCheers R: 1-0 FCB Kinnect vs. Sociohub Super Kings R: 1-0 Wife Lovers vs. Bartergram R: 1-0 Adfactors FC vs. Havas Rising Stars R: 7-0 Team Gozoop vs. DDB All Stars R: 2-0 Pivot Strikers vs. Team TSBI R: 1-1 Howl vs. Logicloop Falcons R: 2-1 Tingsters vs. Sociohub Super Kings R: 3-0 FCB Myrmidons vs. Team SoCheer R: 0-2 WRMustangs vs. Bartergram R: 0-3 Muthafluffers vs. Wavemaker Army R: 4-2 Howl vs. Team Schbangers R: 0-0 Team Gozoop vs. FCB Kinnect R: 1-1 Pivot Strikers vs. Wife Lovers R: 1-1 Adfactors FC vs. Brandmovers FC R: 3-1 Team Schbangers vs. Logicloop Falcons R: 0-1 Semi final 1: FCB Kinnect vs. Team TSBI R: 0-2 Semi final 2: Adfactors FC vs. Howl R: 1-2 Final: Team TSBI vs. Howl 1-0 Social Samosa's Agency Premier League is Co-sponsored by Business Standard. Jimmy is the Celebration Partner and Epigamia is the Protein Partner.

Quora partners with Bombora to provide B2B & ABM Targeting to advertisers

Business-to-business advertisers can now target high-value audiences within Quora 's 400 million monthly unique visitors globally and 100 million monthly unique visitors in India. The platform has announced a strategic partnership with Bombora , launching B2B audience targeting, including Account-Based Marketing (ABM) capabilities, on the knowledge-sharing platform. Through this partnership, advertisers can access Bombora's comprehensive data covering more than 450 B2B audience segments directly within the Quora Ads platform. The integration enables marketers to precisely target professionals based on attributes such as job function, seniority level, company size, and industry vertical. This partnership represents a significant milestone in Quora's advertising capabilities and reinforces our position in the B2B marketing landscape, said Quora Chief Revenue Officer Vinay Pandey . As a platform built on questions and answers, Quora attracts millions of professionals who come to share expertise, learn from peers, and engage with content across their professional interests. Now, with Bombora's B2B targeting capabilities, we're empowering marketers to reach decision-makers within their target accounts and industries throughout their natural engagement in this community. Key features of the integration include: Access to Bombora's Digital Audience data to reach B2B audiences at scale. ABM targeting capabilities allow marketers to reach specific target accounts. Integration with Quora's existing contextual targeting options. Ability to reach professional decision-makers within premium question-and-answer content. A few examples of how this might work: Between business meetings, a CEO browses a question on Quora: What are some inspiring and successful business models of startups? Data from Bombora indicates that the executive runs a company that is on a cybersecurity provider's target account listso an ad from that cybersecurity company appears just below the top answer . While scrolling through the answers to What are the top hobbies that make you smarter? a Senior VP from a software company sees an ad for enterprise risk management software - an ad that was targeted to her based on her executive role in the technology sector. Wondering if the advertiser can help her firm reach its goals, the exec scans its homepage to learn more. We're excited to expand the reach of Bombora's audiences through our partnership with Quora, said Bombora Co-Founder & Strategic Partnerships EVP Mike Burton . Our partnership enables advertisers to reach Quoras highly engaged user base--delivering a new level of strategic targeting and optimal campaign performance. The integration is immediately available to managed Quora advertisers globally.

Digidarts bags the performance marketing mandate for Dabur

Digidarts, a 360 performance marketing agency with over a decade of experience, has secured the digital mandate for Dabur, an FMCG brand. The agency has partnered with the brand to leverage the sector's growth driven by urbanisation, rising incomes, and digital transformation. By partnering with the agency, the brand aims to fuse its traditional marketing legacy with innovative 360 digital solutions for the constantly changing customer base. This collaboration signifies a shared vision to leverage data-driven insights and innovative digital campaigns to unlock new growth opportunities. Siddhartha Vanvani, CEO of Digidarts, expressed his enthusiasm for the partnership, stating, Collaborating with a powerhouse brand like Dabur is a significant milestone for us. We at Digidarts leverage our skills with the values of the organization that we work with. This partnership is not just about marketingits about storytelling that resonates across generations. As part of this engagement, the agency will focus on building and executing 360 performance-driven campaigns that enhance the brands visibility across multiple digital platforms. Ranging from the consumer touchpoints to the ad creatives, the partnership seeks to make the most of each area for measurable results. Additionally, the agencys proprietary tool, DecisionBoard.ai, will play a pivotal role in real-time analytics, ensuring agile and effective decision-making.

Manish Kumar launches V4B.ai, an AI-driven content agency

Entrepreneur Manish Kumar , founder of SS Yoga App by Shilpa Shetty Kundra and Digi-Osmosis, has announced his new Artificial-Intelligence venture Videos4Businesses. V4B is an end-to-end AI-powered content agency that specialises in creating branded content without the need for actors or video-shoots. Blending production technologies like motion capture, CGI, Unreal Engine, and multiple AI-platforms; V4B is touted to deliver scalable, cost-effective and quick business content solutions. Its custom AI-powered multi-lingual audio-video-chatbot replaces the need for existing text chat-bots, FAQs, call-centres and acts as a 24/7 sales representative or training tool, providing consistent, on-demand interactions without any humans. The agency kick starts with a library of 75 ready-to-use exclusive AI actors, featuring real-humans, CGI-powered 3D characters, nostalgic toon mascots and first-of-its-kind hyper-real-meta-humans which help create videos at rapid speed. V4B also specialises in creating AI-clones of individuals who always needed and wanted to create relevant content but could not because of financial and time constraints. Now their AI-avatar can take the responsibility of creating content in multiple languages without the need to shoot. Speaking on the launch, Manish Kumar, Founder at Vidoes4Businesses commented, India has a leadership position in the Business Process Outsourcing (BPO) industry and now its time for us to become a leader in one of the fastest growing sectors called Business Content Outsourcing - BCO. He further added, Communication and marketing collaterals have always been critical to businesses, however content, influencer and personal branding has become most critical in todays fast-paced digital era, where videos have become essential given the content consumption trends and shrinking attention spans. Our vision is to make video content affordable for SMEs and help large companies scale up content creation. With our unique production pipeline supplemented with AI technology, we can create Training, Sales, Business, Service, Product, FAQ videos as well as Podcasts, Education, Social-Media and News content. We create E-commerce and Fashion videos with models and sets without any shoot, helping higher sales-conversion. This is the future of content creation engaging, scalable, cost-effective, and AI-powered; revolutionizing the way businesses communicate. The company has set up sales offices in the UK, UAE and USA. Multi-ethnicity AI-actors speaking multiple languages have already helped it create content for over a dozen clients spread across India, Europe and Middle East. The companys goal is to have 1% of the global branded-AI-content market, projected at US$ 5.2 billion by 2026 and establish itself as one of the leaders in this space. Prior to founding Digi-Osmosis and SS App, Manish Kumar held the position of the Chief Marketing & Digital Officer of Red Chillies Entertainment and Kolkata Knight Riders. With a career spanning over two decades, he started off as the brand custodian at TVS Motors and Kinetic Honda followed by being the Head of Content Marketing at Hungama Digital.

Lodestar UM launches Full Colour Media, an omni-channel planning proposition

Lodestar UM, a global media agency network of IPG Mediabrands, launched its new Full Colour Media proposition and philosophy. Full Colour Media heralds a new set of behaviours, approach and products across Lodestar UMs global network embedding a growth mindset across the organisation. Full Colour Media is an omni-channel planning proposition designed to combat the existential threat of brands becoming bland. It unlocks the power of human ingenuity in a world where AIs normative mechanic threatens not just a race to the bottom, but a race to the mean. To win the growth race for our valued clients, we need strategies that Stand Against Bland, said Susan Kingston-Brown , Global Brand President, UM. This new approach seamlessly blends the visibility of high-quality media impact with the vibrancy and variability of smaller, deeper touchpoints, creating a spectrum of media stories that come together to drive brand growth, she continues. In a world dominated by algorithm-driven media, it challenges outdated linear models and black-and-white decision making to drive real 'difference' and brand growth. Lodestar UMs Full Colour Media approach takes charge of steering brands through the new disruptive media landscape as consumers transition to AI-sourced answers and innovative user interfaces. said Aditi Mishra , CEO Lodestar UM. We see it as a game changer, bringing together the power of data with human ingenuity for brands to unlock their unique formula for growth. Lodestar UMs new model and research builds a understanding of the complex pattern of a brand, with insights into how to apply difference and the variance of that brand. This deeper understanding means that AI learns more effectively, driving increased marketing efficacy. Before we push the AI button, we must understand exactly what differentiates a brand so that we can train that AI to work effectively for us and make a Stand Against Bland, continued Kingston-Brown. Brand patterns enable us to understand the complexity, nuances and uniqueness of every brand - allowing us to elevate and distinguish them within their category - ensuring our communications deliver a disproportionately positive effect in market.

OMD Worldwide reveals new positioning with updated logo & a brand refresh

Omnicom Media Group agency OMD Worldwide has unveiled a new positioning staking its claim as the media partner with the vision, expertise, technology and scale to help brands deliver incremental sales and grow share in an increasingly dynamic business and consumer environment: We Create Whats Next. Supported by a brand refresh enabled by Canva that features a contemporized version of its classic red logo, We Create Whats Next underscores OMDs capacity to leverage shifts in how consumers discover, engage, transact and love brands in an era marked by rapid acceleration in retail media, connected TV, creator and influencer ecosystems, and new and emerging touchpoints such as Generative AI Search. We Create Whats Next sends a straightforward message to our teams, our brand partners, and the marketplace more broadly: OMD is building on our global leadership position and legacy of innovation to reimagine how and where brands can win with consumers for the next decade, says OMD CEO George Manas . It is our firm belief that doing so requires deep and unprecedented collaboration and co-creation between the agency, the client, and the marketplace, bringing forth the best that each has to offer. For our part, OMD will be leveraging Omnicoms singular advantages in AI, data and technology; deep specialization in commerce, creators, and connected TV; and extensive experience in agency operating model innovation all of which will be brought to bear in service of creative media solutions that help build our clients brands and grow their businesses. OMD Indias CEO, Anisha Iyer , added, OMD's new era is a bold reflection of who we are creativity and innovation are in our DNA, and now, they power a repositioning that helps us transform our clients' businesses creatively, culturally, and commercially. We Create Whats Next isnt just a statement; its the way our teams build together, dare to disrupt and rise to the occasion together, every step of the way. At OMD India, we're excited to see this translate into a compelling proposition for our clients, people and partners alike.

Dentsu India names Sujata Dwibedy & Jose Leon as CEOs

Dentsu India has announced two leadership appointments, underscoring its commitment to innovation and growth across the Marketing, Technology, and Consulting landscape. Sujata Dwibedy has been promoted to CEO of dentsu X while Jose Leon takes on the role of CEO, Retail Media Business. These appointments illustrate the networks vision to push boundaries, redefine possibilities, and deepen client partnerships, aligned with the ambition to Innovate to Impact and the #OneDentsu philosophy. Both Dwibedy and Leon will continue to report to Anita Kotwani, CEO Media, South Asia, dentsu. As CEO of dentsu X, Dwibedy will architect the agencys next chapter, leveraging her 26 years of expertise across strategy, planning, research, buying, and innovation. Her mandate includes driving integrated excellence across media, technology, and creative services while fostering transformative partnerships and delivering client and consumer outcomes. Her legacy of crafting results-driven strategies uniquely positions her to steer the agency toward sustained growth and elevated market leadership. Jose Leon, as CEO of the Retail Media Business, will spearhead efforts to collaborate with retailers and drive incremental revenue through expertise on both the sell and buy sides of retail media. His appointment reinforces the agency's commitment to expanding its retail media offerings, delivering a market-leading solution that combines consultation, implementation, and activation at scale. With a tech-agnostic approach, dentsu leverages advanced capabilities to deliver flexible and impactful solutions. Reflecting on her appointment, Sujata Dwibedy shared, This is an extraordinary opportunity to lead dentsu X at such a transformative moment for the industry. dentsu X has always stood for audacity and innovation, and I am deeply honoured to lead its journey into a bold new era. My focus will be on building scalable solutions, fostering enduring partnerships, and cultivating a culture that empowers our people to thrive. Together, we will shape the future of brand and business transformation with purpose and precision. Jose Leon added, Retail Media, or New Stream Media, is now seen as a game-changer for boosting retailer profits. With AI, we deliver hyper-personalized content by integrating data in near real-time, transforming advertising. This automation and personalisation drive better media efficiency, helping advertisers prove their advertising spend. As New Stream Media grows rapidly, dentsu has built strong capabilities to run tech-driven campaigns and scale partnerships. Im excited to build on this momentum and expand these efforts in India. Leon brings extensive expertise in deep tech, commerce, and digital consulting, gained through leadership roles at global digital platform companies like Adobe and Publicis. Prior to this, he served as CEO of dentsu X, successfully passing on the growth baton to Dwibedy. Harsha Razdan , CEO, South Asia, dentsu, commented, Sujata and Joses appointments reflect our relentless pursuit of excellence and our commitment to staying ahead of the curve. Sujatas extensive expertise in strategic growth, operational efficiency, and building high-performing teams aligns seamlessly with our ambitions. Combined with Joses deep understanding of data, omnichannel campaign execution, and retail, this leadership duo will propel dentsu to new heights, delivering unparalleled value and innovation to our clients.

Google expands Campaign Manager 360 with Netflix, Adobe, and AI integrations

Google has introduced new integrations for its Campaign Manager 360 platform, enhancing ad creation, tracking, and placement options for advertisers and agencies. The updates include partnerships with Adobe and Typeface to improve ad creative capabilities. Adobes integration allows seamless transfer of creative assets from Adobe to Campaign Manager 360, enabling teams to scale content using AI-powered tools. Typeface, an AI platform, will help advertisers generate custom content for their campaigns. Google is also collaborating with The Trade Desk to enhance ad performance tracking and partnering with Netflix to expand ad placement options. A new integration will allow advertisers to serve and track video ads on Netflix directly within Campaign Manager 360. Additionally, Google is introducing Cross-Media Reach insights, providing a comprehensive view of campaign reach across different media, including linear TV. These updates cater to high-end advertisers but are available to all users of Campaign Manager 360, making it easier to optimise Google Ads campaigns with advanced tools and insights.

Delhi Assembly Elections 2025: A deep dive into Political Parties ad spending

The Delhi Assembly Elections 2025 have been one of the most closely watched political battles in recent times. Voting concluded on February 5, recording a turnout of 60.39%, and results are set to be announced on February 8. With exit polls predicting a return of the Bharatiya Janata Party (BJP) and its allies to power after 27 years, the Aam Aadmi Party (AAP) is projected to finish second, while the Indian National Congress (INC) is expected to lag behind. Beyond the political landscape, these elections have witnessed a surge in digital ad spending, with political ad spending reaching Rs. 231,219,250 (23 crore) across 8,087 ads marking a significant shift from traditional campaign methods. From January 6 to February 4, BJP, AAP, and INC spent heavily on Google and Metas ad platforms, deploying targeted strategies to sway voters. BJP was amongst the top spenders, going up to Rs. 104,352,500 on Google. In Delhi, the total amount spent on political advertising was Rs. 89,974,750 across 5,743 ads. Here's a look at the data available on Google Ads Transparency Center and Meta Ads Library. Digital ad spending by political parties BJP Delhis ad strategy BJP emerged as the highest spender on digital platforms, with significant investments in both Meta and Google: Meta : Rs 41,025,329 spent across 860 ads. Google : Rs 89,974,750 spent across 5,743 ads. Ad Format Breakdown : Video Ads: 67.7% (Rs 60.9 million) Image Ads: 32.3% (Rs 29 million) BJP strategically targeted users across various demographics, focusing on categories such as agriculture, construction, retail, and politics. The party also aimed at different economic segments, including high-income households and users interested in financial services. Indian National Congress Delhis ad spend INC adopted a more conservative digital advertising approach: Meta : Rs 6,170,937 spent across 139 ads. Google : Rs 31,112,250 spent across 151 ads. Ad Format Breakdown : Video Ads: 81.7% (Rs 25.4 million) Image Ads: 18.3% (Rs 5.69 million) Unlike BJP, INC did not employ detailed targeting on Meta but increased its ad spending significantly on February 1 and 2, reaching nearly Rs 44 million. This last-minute push signals an attempt to amplify its messaging in the crucial final phase of the elections. AAPs digital outreach AAP also made significant investments in digital campaigns: Meta : Rs 11,378,324 spent across 634 ads. Google : Rs 15,200,250 spent across 1,224 ads. Ad Format Breakdown : Video Ads: 86.1% (Rs 13.1 million) Image Ads: 13.9% (Rs 2.11 million) AAPs digital strategy focused on targeting users in the lower-income bracket, public transport users, and those using older mobile devices, suggesting a concerted effort to connect with a broader electorate. Additionally, unofficial advertisers supporting AAP, such as Phir Layenge Kejriwal and Bhasht Jumla Party, spent Rs 12.62 lakh and Rs 8.98 lakh, respectively, while Main Hoon Dilli spent Rs 2.78 lakh in favour of BJP. Rising ad spend compared to previous elections The Delhi elections have witnessed an exponential rise in digital ad expenditure compared to previous elections. Compared to states like Maharashtra and Haryana, digital ad spending in Delhi is estimated to be three to four times higher. For context, during the Maharashtra Assembly Elections 2024, political ad insertions on television grew by 145% in October 2024 compared to September 2023, while print ads declined by 12% and radio ads dropped by 9%, according to TAM AdExs report. In contrast, online ad spending in Maharashtra totalled Rs 35.4 lakh, whereas Haryana saw Rs 28.6 lakh spent on digital political campaigns. The trend clearly indicates a shift towards digital platforms as the preferred medium for voter outreach. The role of AI, Influencer marketing and social media in Elections With digital becoming the dominant battleground, AI, influencer marketing, and social media have played pivotal roles in campaign strategies. Political parties leveraged AI to create hyper-personalized ad content, automate responses, and generate deepfake videos mimicking leaders. While these tools helped parties expand their reach, they also raised concerns about misinformation. Amid the rising use of AI-driven political campaigns, the Election Commission of India (ECI) issued an advisory on January 16, mandating the labelling of AI-generated content in election campaigns. This directive aims to enhance transparency, combat misinformation, and ensure fair electoral processes. Building on its guidelines from the 2024 Lok Sabha elections, the ECI has reinforced its stance against deepfake videos and manipulated content that could mislead voters. Additionally, recognising the impact of digital creators, parties have collaborated with regional influencers and micro-influencers to shape narratives and boost voter engagement. Influencer-led campaigns were particularly visible on platforms like Instagram and YouTube, where political discourse often trends. Platforms like Facebook, Instagram, and YouTube became key arenas for political engagement, with parties deploying aggressive advertising strategies, meme campaigns, and real-time responses to opposition attacks. The Delhi Assembly Elections 2025 have set a new benchmark for political advertising in India, with parties investing heavily in digital campaigns. BJP led the ad spend race, followed by AAP and INC, showcasing a clear departure from traditional campaign methods. With AI, influencer marketing, and social media playing an increasingly crucial role, digital platforms have become the primary battleground for voter engagement. As the results unfold on February 8, the effectiveness of these digital strategies will ultimately be reflected in the ballot box. social

OpenAI unveils new logo, typeface, and colour palette

OpenAI has undergone a complete rebrand, introducing a refreshed typeface, logo, and colour palette. While the differences in the redrawn logo may be subtle, a side-by-side comparison reveals a slightly larger central space and cleaner lines in the updated 'blossom' design. Originally crafted by OpenAI co-founders Greg Brockman and Ilya Sutskever, the logo redesign was handled by an in-house team led by Veit Moeller and Shannon Jager, aiming for a more 'organic and human' identity. As part of the revamp, OpenAI also introduced a new typeface, OpenAI Sans, which is now used in its wordmark. The 'O' in the logo features a perfectly round exterior with an intentionally imperfect interior.

Meta introduces new AI-powered Advantage+ features

Meta is introducing new tools to help businesses improve campaign performance through advanced AI innovations and experimentally proven recommendations. Streamlined campaign setup Meta is testing a new streamlined campaign setup . This will enable all sales, app, and leads campaigns to leverage the AI-driven optimisations used in Advantage+ shopping and app campaigns . Businesses will continue to have access to Metas full range of advertising tools. To highlight when AI optimisations are applied, the platform is introducing an Advantage+ on label for campaigns utilising Advantage+ audience, placement, and campaign budget . Initial tests show that campaigns with this label are delivering similar cost per action as previous Advantage+ shopping campaigns . Additionally, Advantage+ shopping campaigns will be renamed Advantage+ sales campaigns to better reflect its broader use across different advertiser categories. Introducing Advantage+ leads campaigns The platform is expanding the Advantage+ suite to more campaign objectives with the launch of Advantage+ leads campaigns . This new feature allows advertisers to fully automate campaigns to find leads more efficiently using AI. Early tests show that Advantage+ leads campaigns running on the streamlined setup achieved a 10% lower cost per qualified lead compared to those without Advantage+ optimisations . AI-driven recommendations The platform has also been testing opportunity score in Ads Manager . This feature assigns a 0-100 point score unique to each advertiser, providing insights on how well a campaign is set up for maximum performance . It also offers real-time recommendations , including AI-enabled Advantage+ optimisations . Meta is now expanding the opportunity score test to more businesses, initially offering research-backed recommendations that enhance campaign performance. More recommendations will be added as new studies are conducted. In the coming weeks, select advertisers in the test group will also see opportunity score recommendations integrated with the new Advantage+ setup . This initiative aims to provide marketers with a more effective framework to create, manage, and optimise campaigns.

Zomato's parent company to rebrand as Eternal Ltd

Zomato has announced that its parent company will be renamed Eternal Ltd , following approval from its board of directors. The change still requires approval from shareholders, the Ministry of Corporate Affairs, and other regulatory bodies. In an official filing, the company stated, We would like to inform that the board of directors of the company, vide resolution dated February 6, 2025, has approved the change in the name of the company from Zomato Limited to Eternal Limited. Founder and CEO Deepinder Goyal also addressed shareholders, urging their support for the transition. Our board has approved this change today, and I request our shareholders to support this change, he wrote. Once approved, the companys website will change from zomato.com to eternal.com , and its stock ticker will also be updated . However, the Zomato app will keep its name and continue operating as usual. The new name reflects Zomatos expansion beyond food delivery . Eternal Ltd will include four key businesses: Zomato Food delivery platform Blinkit Quick commerce and instant deliveries District Dining-out and experiences Hyperpure B2B restaurant supplies Goyal explained that the company started using the name Eternal internally after acquiring Blinkit. We also thought that we would publicly rename the company to Eternal, the day something beyond Zomato became a significant driver of our future. Today, with Blinkit, I feel we are there. We would like to rename Zomato Ltd., the company (not the brand/app), to Eternal Ltd, he said. Goyal shared his thoughts on the new name, calling it both exciting and challenging. He believes that Eternal is a powerful name and is a tall order to live up to because it carries both a promise and a paradox. True permanence isnt built on bold claims of invincibility or the swagger of success. It is forged in the quiet understanding that our immortality stems from our mortality because the day we think we will last forever simply because we declare it, we begin our end, he wrote. The company reported strong financial performance in Q3 FY25 : Revenue grew 64% year-on-year to 5,405 crore, up from 3,288 crore. Blinkits revenue rose 21% sequentially to 1,399 crore. The companys gross order value (GOV) grew 27% , reaching 7,798 crore from 6,132 crore in the previous quarter. This rebranding marks a new phase for the company as it expands beyond food delivery, focusing on long-term growth and innovation .

HSBCs latest campaign showcases NRIs deep connection with their Indian roots

Ever since the advancement of the advertising industry in India, weve witnessed a slew of impactful campaigns, most notable among them being the ones that can connect directly with the heartstrings of consumers. This is because one cannot ignore emotions. Advertisers are known to reel in emotions to create an impact on the consumer, which makes their ad memorable and therefore affects informed decisions made by the target audience. Only recently, HSBC India unveiled a comprehensive campaign to meet the specialised financial needs of Non-Resident Indians (NRIs). A new ad film titled Homestalgia aims to strengthen HSBC Indias position as the preferred banking partner for NRIs by showcasing its international offerings tailored to this audience. The campaign ticked all the boxes when it comes to connecting with the NRI community. The quintessential message that the bank wants the viewers to grasp is that banking with HSBC India ensures that no matter where in the world one is, theyre never far from home. Moreover, the campaign aimed to build on the message of how home is a part of you, even when it's far away. It's where your heart is, where you feel at peace. You may have left home, but home will never leave you. Thats the feeling of 'Homestalgia' the love and longing that stays with you. As a result, the film features four protagonists of Indian origin, living abroad. These could be anyone we know, business owners, working professionals, students, etc. All four characters who dream of home and their loved ones come across a magical red door adorned with HSBC Indias logo (a metaphor showcasing a gateway which reconnects them with their Indian roots). As each character interacts with the door, they are overcome with feelings of nostalgia, symbolising the unbroken connection to their roots. The door serves as a powerful calling from home, reminding them that home is always with them, no matter where they are. Ultimately, the film concludes with the characters reuniting with their families and loved ones, savouring joyful moments they had long missed while living abroad. Consequently, the film instills in us how away as you may be, theres always a way back. The leap of faith you take is what you call coming home a moment that brings you back to your roots, your memories, and the warmth of those who truly matter. One standout feature of this campaign is its focus on creating a deep emotional connection with NRIs. HSBC India has introduced a unique red door installation in all its branches, featuring nostalgic elements that evoke memories of India and childhood, fostering a sense of homecoming for visiting NR customers. Red door branch image: HSBC Fort branch, Mumbai Moreover, the central message of the campaign underscores the universal sentiment that, no matter where life takes us, the most cherished moments are those spent with family and in the embrace of our homeland. HSBC India positions itself as the financial gateway that bridges the gap, offering seamless banking, wealth management, and exclusive offers for NRIs. Additionally, HSBCs campaign intensely engages with both existing customers and prospective new ones, ensuring wide-reaching visibility and engagement. Moreover, this ad film integrates various touchpoints to engage NRIs worldwide and is supported by an extensive promotional strategy. Personalised communications form the foundation, utilising channels like email, WhatsApp, and HSBC Indias website to directly connect with potential customers. The bank is also leveraging out-of-home (OOH) advertising at airports, a strategic move to capture the attention of frequent international travellers. T3 Delhi Airport Digital outreach is a cornerstone of HSBC Indias strategy, with the master film and four product-focused videos highlighting the banks unique selling propositions. HSBC India has deployed a robust strategy involving social media amplification, video marketing, and targeted performance ads on platforms such as YouTube, Search Marketing, and DV360. The flagship film, which highlights HSBC Indias role in reconnecting NRIs with their roots, is being showcased in select PVR theatres to maximise reach and resonance.

Snapchat sees 9% user growth and 14% revenue boost in Q4 2024

Snap Inc., the parent company of Snapchat, has released its fourth-quarter earnings report for 2024 , showcasing notable growth in both user engagement and revenue. The platform's daily active users (DAUs) reached 453 million, marking a 9% increase from the previous year and slightly surpassing market projections. Financially, Snap reported a revenue of $1.56 billion for the quarter, a 14% rise compared to the same period last year. This figure marginally exceeded analysts' expectations. The company's adjusted earnings per share stood at 1 cent, outperforming the anticipated 4-cent loss. In terms of user engagement, the total time spent watching content on Snapchat increased by 25% year-over-year. Additionally, Spotlight, Snapchat's short-form video feature, attracted over 500 million monthly active users on average during the quarter. Looking ahead, Snap forecasts first-quarter revenue between $1.33 billion and $1.36 billion, aligning with market expectations. The company also anticipates adjusted EBITDA in the range of $40 million to $75 million for the upcoming quarter. As per Snap,Direct Response ad revenue growth was up 14% year-over-year in Q4 and was the largest driver of our ad revenue growth in 2024. Strong demand for Pixel Purchase and App Purchase Optimizations led to revenue from app-based purchase optimizations growing more than 70% YoY in Q4.

BAJAJ appoints Tilt Brand Solutions as their Agency On Record

BAJAJ has appointed Mumbai based Tilt Brand Solutions for the brand and communication management of their Consumer Appliances and Lighting portfolios. Devika Sachdev , Head of Advertising & Brand Management, Bajaj Electricals says, Were happy to have Tilt Brand Solutions onboard as true partners in this pivotal phase of the brand growth. Their passion for the brand and innovative approach will help us craft meaningful solutions and experiences that not only resonate with todays discerning consumers but also strengthen BAJAJ s position as a modern, premium brand in a dynamic marketplace. Tilt Brand Solutions , in this partnership is tasked to conceive and execute the go-to-market strategy and integrated brand communication planning, management and communication to further enhance BAJAJ s relevance and appeal, positioning it as a modern, premium choice in todays ever-changing market landscape. Hari Krishnan , Group Chief Business Officer, Tilt Brand Solutions adds, We are excited to partner with BAJAJ at this pivotal point in the brand s journey. As an industry leader for long, we are grateful for the trust theyve placed in us to enable their ongoing transformation and support the expansion and consolidation of their reach across the nation and wider consumer segments. Our partnership will focus on through-the-line brand positioning, communication, and management across touchpoints.

Agency Premier League: Day 2 match results and highlights

With the conclusion of Day 2 of Social Samosas Agency Premier League, the competition has intensified, with teams delivering even more thrilling performances. As agencies continue to showcase their talent and sportsmanship, the race for the top spots is heating up. Heres a look at the latest highlights! Mudasir Bhat of Smalltown Dreams leads the batting charts with 158 runs, including three half-centuries, followed by Rahul of Team Oktobuzz with 89 runs and Sahil of Havas Rising Stars with 83 runs. Sriram NC (FCB Kinnect Pheonix) and Bhavesh(Obbserv) are also strong contenders for the Batter of the Tournament award. In bowling, Jil Shah(Mind Stormers), Nitin(Obbserv) and Bhavesh(Obbserv) are the frontrunners. Meanwhile, in the fielding department, standout performers include Aditya Sapre and Sarvesh (DDB Mudra Warriors) alongside Atul(Obbserv). Here is a rundown of all the matches that took place on Day 2 of the APL: Match 1: Ethinos Killer vs. Howl R: Ethinos Killer won by (resulted) Match 2: Mind Stormers vs. Wife Lovers R: Mind Stormers won by 18 runs Match 3: Team Infected vs. DDB Avengers R: Team Infected won by 19 runs Match 4: Chakli Avengers vs. Team Oktobuzz R: Chakli Avengers won by 33 runs Match 5: Wavemaker Digital Hitters vs. VROOOM R: VROOOM won by (resulted) Match 6: Akar vs. Mio Mutants R: Mio Mutants won by 3 wickets Match 7: Publicis India vs. IA Strikers R: IA Strikers won by 8 wickets Match 8: Koffeetech Warriors vs. Madison World R: Match Abondoned Match 9: Asymmetriqans vs. Blink Giants R: Blink Giants won by 6 wickets Match 10: Smalltown Dreams vs. Team Saatchi R: Team Saatchi won by 3 wickets Match 11: 09 Strikers vs. Team Gozoop Group R: Team Gozoop Group won by 7 wickets Match 12: FCB Strikers vs. Awesome APEX R: FCB Strikers won by 73 runs Match 13: Sociohub Super Kings vs. Content Strikers R: Content Strikers won by 7 wickets Match 14: Liqvd Asia vs. Team Schbangers R: Team Schbangers won by 8 wickets Match 15: Venture Warriors vs. WRMustangs R: WRMustangs won by 6 wickets Match 16: Ting Smashers vs. North Star R: Ting Smashers won by 49 runs Match 17: Team Saatchi vs. Makanians R: Team Saatchi won by 39 runs Match 18: FCB Titans vs. Team Infected R: FCB Titans won by 48 runs Match 19: Howl vs. Essencemediacom Blasters R: Essencemediacom Blasters won by (resulted) Match 20: Sociohub Super Kings vs. The Inkredibles R: The Inkredibles won by 6 wickets Match 21: Pivot Warriors vs. Cerebrate R: Cerebrate won by 8 wickets Match 22: Mind Stormers vs. Panga Mafias R: Mind Stormers won by 25 runs Match 23: Makanians vs. Smalltown Dreams R: Smalltown Dreams won by 2 wickets Match 24: FCB Kinnect Pheonix vs. Night Watchmen R: FCB Kinnect Pheonix won by 3 runs Match 25: Wavemaker Digital Hitters vs. Perfect Challengers R: Wavemaker Digital Hitters won by 11 runs Match 26: Pirates Of The Arabian vs. Team Saatchi R: Team Saatchi won by 9 wickets Match 27: RVCJ Warriors vs. FCB Kinnect Royals R: FCB Kinnect Royals won by 3 wickets Match 28: Obbserv vs. Cerebrate R: Obbserv won by 50 runs Match 29: Atom Bombs vs. Liqvd Asia Liqvd Asia won by 7 wickets Match 30: Pirates OF The Arabian vs. Makanians R: Makanians won by 8 wickets Match 31: VROOOM vs. Perfect Challengers R: Perfect Challengers won by 4 wickets Social Samosa's Agency Premier League is Co-sponsored by Business Standard. Jimmy is the Celebration Partner and Epigamia is the Protein Partner. You can follow all the action LIVE on CricHeroes App

Google unveils new AI models; enhances Geminis capabilities

Google has launched its latest flagship AI model, Gemini 2.0 Pro Experimental , along with several other AI updates. The company is also rolling out its Gemini 2.0 Flash Thinking model in the Gemini app, expanding access to its advanced AI reasoning capabilities. This launch comes as competition in AI heats up, particularly with the rise of Chinese AI startup DeepSeek , whose affordable reasoning models have drawn attention. Google and DeepSeek both introduced AI reasoning models in December, but DeepSeeks R1 model gained more traction. Now, Google is pushing its Gemini 2.0 Flash Thinking model to a wider audience through the Gemini app. The Gemini 2.0 Pro model is the successor to the Gemini 1.5 Pro , launched last year. Google says it is now the most advanced model in its Gemini family, excelling in coding, complex problem-solving, and reasoning . It can also access tools like Google Search and execute code on behalf of users. One of its features is its 2 million-token context window , meaning it can process approximately 1.5 million words at once. The experimental model is now available in Vertex AI and Google AI Studio , as well as for Gemini Advanced subscribers in the Gemini app. Meanwhile, the Gemini 2.0 Flash model , announced in December, is now widely available to all Gemini app users. The company is also introducing Gemini 2.0 Flash-Lite a more affordable AI model that it claims outperforms Gemini 1.5 Flash while maintaining the same speed and price.

Microsoft expands Performance Max targeting with LinkedIn insights

Microsoft is expanding its use of LinkedIn insights by allowing advertisers to leverage LinkedIn member data for its Performance Max ad campaigns. According to Microsofts latest update, advertisers in the U.S., Canada, UK, Australia, France and Germany can now use LinkedIns professional targeting data, including company, industry, and job function, when running Performance Max campaigns. This is in addition to existing targeting options like job title and company size. While LinkedIn data has been available for Microsofts other ad products (Dynamic Search Ads, Microsoft Audience Network, and Shopping Campaigns) for years, this marks the first time it is being integrated into Performance Max. Since Performance Max is an AI-powered, automated ad solution, this expansion allows the company's system to optimise audience targeting using a wider range of data points. This update gives Microsoft a unique advantage in B2B and professional audience targeting, owing to LinkedIns professional insights. With the right campaign assets, advertisers can reach key decision-makers without needing to manually segment their audience. Advertisers interested in joining the pilot can request access through their Microsoft account team or by contacting Microsoft support.

DViO Digital wins the social media mandate for itel's mobile & smart gadgets portfolio

itel, a global technology brand, has partnered with DViO Digital for its end-to-end social media mandate in India. DViO Digital will oversee the social media strategy for itel's Mobile and Smart Gadgets portfolio , aiming to strengthen the brand's digital presence throughout India. Speaking about the partnership, itel spokesperson said, At itel, we are dedicated to making innovative technology accessible to all. Our collaboration with DViO Digital is a step forward in amplifying the reach of our diverse range of Mobile and Smart Gadgets portfolio, especially in Indias heartland. Together, we aim to create digital experiences that resonate with our audience in a meaningful way. Sowmya Iyer , Founder & CEO of DViO Digital, added, We are proud to partner with itel, a brand that exemplifies accessibility and innovation. By managing the digital mandate for their Mobile and Smart Gadgets portfolio, we aim to design impactful, culturally relevant campaigns that connect with Indias diverse audiences and empower communities. The partnership comes as India experiences unprecedented growth in digital adoption particularly in Tier II and Tier III cities - driven by affordable smartphones and accessories. DViO Digitals expertise in data-driven insights, creative storytelling, and digital-first solutions will play a crucial role in helping itel to strengthen its digital footprint and engage with its audiences more effectively.

Why old brands do better in new media

Digital media may seem like a chimaera for legacy brands, but it really isnt. As counterintuitive as that sounds, let us put that suggestion to the test. Legacy brands have an advantage that emergent brands do not. They do not need to be re-defined for a new generation. New media is nothing new. For every generation, there is some media that just arrived. Even for the digital native, there are transitions that have taken place in their lifetime. Dedicated websites gave way to discussion groups, and Orkut and Myspace came and went. Search engine advertising went from impressions on busy Yahoo homepages to trickles on a Google search results page. And now we have a plethora of Social Media platforms and we await what AI brings in the immediate future. Media changes, new generations sprout up, and marketing strategies change. The brand does not. For most legacy brands, the very elements that make them vulnerable are the ones that help them sail forth into uncharted waters with a minimum of resistance. Legacy brands can leverage digital media in ways that emergent brands cannot. An astute set of strategies can adapt the brand to a fast-paced environment and multiple targeted messages. Paradoxically, legacy brands have an easier time navigating the digital media landscape. But digital media needs to be understood and used as the dynamic toolkit it is. The platform is rarely the obstacle in most cases. It is the internal managerial struggle to hold on to older ideas. Some brands do better than others. Brand delivery is a greater issue here than messaging. This is why Encyclopedia Britannica is no longer the foremost encyclopedia brand. Barnes & Noble is no longer the worlds largest bookseller and Thomas Cook has fallen by the wayside. They have all been superseded by brands that understood the digital form, its advantages and capabilities. The urge to cling to an old idiom has been one in too many established brands. Lets talk about a brand like Parle-G. Thinking conventionally, this would be a nightmare to handle. The brand has no fixed age profile, gender preference, demographic, or psychographic bracket. Broadcast media and print can only handle one message at a time. Digital media has no such qualms. With a deft hand on the marketing tiller, a team can micro-target demographics, and deliver a different message to children, parents, teens and college-goers, the middle-aged and older set. Emerging AI is still in its nascency, but I imagine it wont be long before it can find individual customers and deliver a message that is crafted exclusively for them. Everybody eats chocolate. Men, women, young, old, urban, provincial, and with whatever money they have in their pocket. Cadbury knows this. And their digital marketing team is on the ball. That is why their Families Reunited resonates so well with everybody. Similarly, brands like Coca-Cola, Volkswagen, The Guardian and others hold their own while relatively younger brands fumble. Think about it. When did you hear of a brand other than Lego Command a movie franchise and thereafter, spin-off into Internet shorts, fan fiction, user-generated content and engagement on a gargantuan scale? Legacy brands have the advantage of not having to define themselves constantly. But they can take a leaf out of the pages of Pepsi or Levis. These are older than common memory. But they do not act like legacy brands. Nobody thinks of their grandpa wearing blue jeans in the 1960s when they think of Levis. They are always new, always current. The point is not to think of legacy brands as old. Its about thinking of them as established and already at the starting block for the sprint. It re-wires the marketing mind to think positively and make the most of the brand equity that has been built for decades. This article is penned by Vinod Kunj , Founder & CCO of Thought Blurb Communications. Disclaimer: The article features the opinion of the author and does not necessarily reflect the stance of the publication.