Hero Motocorp bags the platinum A Design Award for The Surge S32

Hero MotoCorp has been honoured with the Platinum A Design Award in the Vehicle, Mobility and Transportation Design category for its mobility solution - Surge S32. The A' Design Award, being a respected recognition in vehicle design, celebrates works that benefit our society, thereby positioning the Surge S32 as a design that aligns with current industry trends and advances vehicle design standards. Additionally, this recognition highlights the Surge S32's practical benefits, including its adaptability to various terrains and user-friendly customization features. The development of the Surge S32 began nearly four years ago under 'Hero Hatch,' Hero MotoCorp's in-house incubation center formed to foster a culture of innovation within the organization. Teams under Hero Hatch, composed of the company's existing talent, work with the spirit of a start-up while leveraging organization-wide resources. The Surge S32 was designed by a talented team including Gaurav Dadheech, Satyendra Dhar Dwivedi, Rajat Bhardwaj, Prasanjeet Kumar, Sunil Nalawade, Deepak Chaudhry, Sunil Patel, Vishal Arora, Sunny Kumar Singh, Saurabh Kulkarni, and Deepanshu Gupta. The standout feature of the Surge S32 is its unique ability to seamlessly transform between a two-wheeler and a three-wheeler in just three minutes. Moreover, Surge S32 not only demonstrates Hero MotoCorp's commitment to sustainable mobility solutions but also addresses core mobility challenges through its multipurpose and modular approach.

X Said to Be Developing Feature That Lets Users Disable Links in Post Replies

X (formerly Twitter) is said to developing a feature that may let users disable links in the replies of their posts, according to claims by an app researcher on social media. It is speculated to aid in reducing spam links posted in replies to posts on the platform by introducing the ability to natively block links.

Google and other tech giants form coalition to self-regulate AI development

Google has formed the Coalition for Secure AI (CoSAI) to advance security measures for AI, expanding on its previously announced Secure AI Framework (SAIF). The group aims to create collaborative, open-source solutions to ensure AI security, with companies like Amazon, IBM, Microsoft, NVIDIA, and OpenAI joining the initiative. According to Google: AI needs a security framework and applied standards that can keep pace with its rapid growth. Thats why last year we shared the Secure AI Framework (SAIF), knowing that it was just the first step. Of course, to operationalize any industry framework requires close collaboration with others - and above all a forum to make that happen. This move is part of a broader trend of forming industry groups focused on sustainable and secure AI development. Examples include the Frontier Model Forum (FMF), which aims to establish industry standards and regulations around AI development, with participation from Meta, Amazon, Google, Microsoft, and OpenAI. Thorn's Safety by Design program, focused on responsibly sourced AI training datasets to prevent child sexual abuse material, supported by Meta, Google, Amazon, Microsoft, and OpenAI. The Tech Accord to Combat Deceptive Use of AI, which has representatives from major tech companies agreeing to precautions to prevent AI tools from disrupting democratic elections. While these forums and agreements are positive steps towards safe AI development, they are not legally enforceable, being voluntary commitments by AI developers. Critics argue that these measures serve to delay stricter regulations. EU officials and other regions are evaluating AI's potential harms and considering regulatory frameworks, including financial penalties.

L.S Digital elevates Dipshika Ravi to VP & ECD - LS Creative

LS Digital has announced the elevation of Dipshika Ravi to Vice President & Executive Creative Director LS Creative. In her elevated role, Ravi will lead the company's creative and social media teams, craft and execute impactful marketing campaigns for clients, and steer the agency's data-driven marketing strategy along with the overall creative direction. With over 16 years of experience, Dipshika Ravi has collaborated with global brands including PepsiCo, Bajaj Allianz, Singapore Tourism Board, Kellogg's, Pringles, Canon, Mahindra & Mahindra, HDFC Life, Wipro, Tata Steel, and MakeMyTrip. Having been with LS Digital for four years, she will continue to report into Manesh Swamy, Managing Director & Chief Creative Officer LS Creative. Manesh Swamy commented on her promotion, saying, Dipshika is a creative powerhouse with a profound understanding of content marketing, creative communication, and brand building. Her leadership will be invaluable as we continue to grow and expand our services. As our organisation continues to become a business transformation partner to our clients, our goal is to drive high-impact creative solutions by leveraging integrated data-driven services. We are confident she will significantly impact our clients' success. Expressing her enthusiasm about the new role, Dipshika Ravi said,Being part of LS Digitals journey has been inspiring, and I am thrilled about my new role. I look forward to the opportunities and possibilities it brings. Balancing a dual role presents both challenges and excitement; ensuring continuous departmental growth while maintaining high creative standards. I am fully aligned with the organizations goals and am delighted to lead from the front.

EssenceMediacom promotes Averill Sequeria to Chief Strategy Officer in India

EssenceMediacom, GroupMs media agency, announces the promotion of Averill Sequeria to Chief Strategy Officer in India. Sequeria, with more than 20 years experience, has most recently overseen the Creative Futures team at EssenceMediacom India, advocating innovative initiatives and cultivating a forward-thinking culture. Her wealth of experience and deep understanding of the marketing industry, coupled with her data-driven and collaborative approach, uniquely qualify her to steer the strategic direction of the agency. Averill is committed to a consumer-centric approach, focusing on growth, optimising ROI, and strengthening the brand. Navin Khemka , CEO - EssenceMediacom South Asia said, Averill's appointment as Chief Strategy Officer at EssenceMediacom India embarks on a new phase of creative strategies and growth, highlighting our commitment to excellence in media strategy. She is a proven leader and change agent with an impressive track record of strategic innovation. With her vast experience, we are confident she will drive significant progress and accelerate our ongoing success. Averill Sequeria, Chief Strategy Officer - EssenceMediacom India said I have always been passionate about innovation and the vast varieties EssenceMediacom has to offer to its clients. I look forward to pushing boundaries with the agencys inventive culture to ensure meaningful impact to our clients and businesses in this modern media ecosystem. I am thankful to Navin for believing in me and giving me charge to lead this agency of future. Sequeria will be based out of the Bangalore office and report into Navin Khemka.

Meta launches its Holiday Marketing Playbook

Meta has released a new holiday marketing guide filled with tips and advice to help brands plan their holiday campaigns effectively. The guidebook emphasises Reels ads and Meta's evolving AI tools. The 19-page guide is available for download, but heres a summary of the key points. Metas holiday playbook highlights four crucial elements in the marketing process: The guide delves into each of these elements thoroughly, with specific sections outlining important tips. The playbook covers all of Metas ad options, but the main focus of this new overview is on its advanced AI creation and targeting tools, both of which are explained specifically. It also includes a summary of important dates to remember: Additionally, it offers tips for Reels, another growing feature of the app: The guide is comprehensive, covering a multitude of critical considerations and summarizing Metas key innovations from the past year. Additionally, Meta has significantly expanded its focus on generative AI, introducing various AI tools for advertisers that can enhance creation and targeting. You can find the entire guide here.

AdSpot Olympics edition: VISA, Samsung, JSW, Coca-Cola & more

Amidst a sea of advertisements, only a few truly stand out and grab our attention every week. That's where Social Samosa's AdSpot comes in. As part of Adspot, Social Samosa sifts through all these ads and picks out the best ones, curating a collection of the most impressive, creative, and effective ads of the week. This edition of AdSpot features campaigns bringing attention to the upcoming Paris Olympics 2024 as brands partner with athletes to show the synergy between sportsmanship and their products and services. Brands including VISAs 'Small Steps, Olympic Dreams' campaign, JSW's Rukna Nahi Hai campaign, Adani Sportsline's Desh Ka Geet At Olympics campaign, BBC Sport's 'Welcome to the City of Love' campaign, OMEGA's 'Paris 2024 Olympic and Paralympic Games' campaign, Samsung's 'Open always wins' campaign, Corona's 'For Every Golden Moment' campaign, Air Canada's 'Ticket to Dream', Coca-Cola's 'It's Magic When the World Comes Together' and finally FIGS x Team USA's 'Anatomy of a Champion: Celebrating the USA Medical Team' campaign are part of this week's AdSpot. VISA - Small Steps Visa has launched its new campaign, Small Steps, Olympic Dreams, featuring Olympic champions Neeraj Chopra and PV Sindhu. This marks the first collaboration between Visa and both athletes, and highlights the significance of everyday small steps in achieving larger goals. The campaign, created by Leo Burnett India, aims to inspire individuals to invest in their dreams, with Visa positioned as a secure partner in their journey. JSW - Rukna Nahi Hai JSW Group has brought back its Rukna Nahi Hai campaign with a new film celebrating the determination of Indian athletes as they prepare for the Paris 2024 Olympics. The campaign, launched by Olympic champion Neeraj Chopra, features both established and emerging athletes such as Nishant Dev, Preeti Pawar, Manu Bhaker, Manika Batra, and Muhammed Anas. Directed by Shashanka Chaturvedi of Good Morning Films and created by Ogilvy, the film explores the athletes' mindset, focusing on their preparation and emotional journey. Adani Sportsline - #DeskKaGeetAtOlympics The Adani Group has launched a new campaign titled #DeshkaGeetAtOlympics to support the Indian athletes heading to the 2024 Paris Olympics. The campaign features an inspiring film that highlights the athletes' dedication and their goal of winning medals and hearing the national anthem at the Games. It aims to evoke patriotism and celebrate India's top sporting talent. BBC Sport - Welcome To The City of Love BBC Sport has unveiled its trailer for the Paris 2024 Olympic Games and outlined its comprehensive coverage plan for UK audiences as the official broadcaster of the games. The animated film set in Paris showcases what the city is known for: The City of Love. The film highlights the strength showcased by athletes as they embark on a journey towards excellence with the love and support shown by the people around them. It emphasises the beauty of sportsmanship and the love people have for sports. OMEGA OMEGA has launched its global advertising campaign, featuring a collaboration with French rapper SDM. The campaign centres around SDM's track Born to be a Legend, which reimagines Paris as an athletic playground and celebrates overcoming challenges. It features athletes performing against the backdrop of iconic Parisian landmarks. Athletes highlighted include Lon Marchand in swimming, Erriyon Knighton in sprinting, Shericka Jackson in golf, and many others across various sports such as high jump, climbing, and wheelchair racing. The campaign not only showcases athletic excellence but also celebrates the dreams and determination of the athletes. Samsung - Open Always Wins Samsung Electronics, the Worldwide Olympic and Paralympic Partner, has unveiled its campaign for the Paris 2024 Games, titled, Open Always Wins. This campaign embodies the brand's belief that maintaining an open mind transforms new experiences into meaningful achievements and broadens perspectives. It touches upon the theme that every failure teaches us to find a new opening, and it builds resilience to keep trying until one finds success. Corona - For Every Golden Moment Corona Cero, the no-alcohol beer brand and global sponsor of the Olympic & Paralympic Games, has launched its For Every Golden Moment campaign. The campaign marks Corona Ceros debut Olympic activation and reflects AB InBev's commitment to promoting moderation and celebration. The campaign draws inspiration from memorable Olympic moments and highlights the importance of celebrating life's significant moments, big and small. It is developed by Grey and directed by Henry-Alex Rubin, showcasing the brand's dedication to providing a refreshing, non-alcoholic option for fans and athletes. Air Canada - Ticket To Dream Air Canada's new campaign, titled Ticket to Dream, launched in July 2024, portrays two parallel Canadian journeys: a young couple seeking a better life in Canada and an athlete striving for Olympic success. The campaign intertwines these narratives, showcasing their shared resilience and how one Canadian dream can inspire another.Created by FCB Canada, this campaign highlights Air Canada's role in helping people achieve their aspirations. The campaign features contributions from key Air Canada personnel such as Andrew Shibata, John Xydous, and Annie Couture. Coca-Cola - It's Magic When the World Comes Together Coca-Cola's new campaign for the Paris 2024 Olympic and Paralympic Games celebrates the power of sport to unite people from different backgrounds. The campaign features a central theme of a hug as a universal symbol of acceptance and inclusion.The film starts by recalling a heartwarming moment from Tokyo 2020, where swimmers Lilly King, Kaylene Corbett, and Annie Lazor embraced Tatjana Schoenmaker after her record-breaking performance. In the Paris 2024 arena, a spectator enjoying a Coca-Cola is moved by this gesture and extends a hug to a vendor. This simple act of kindness sets off a chain reaction, spreading through the stadium, across Paris, and around the world, illustrating how a small act of connection can have a global impact. FIGS x Team USA FIGS, the global medical apparel brand, has launched its campaign to celebrate the Team USA Medical Team at the Paris 2024 Olympic and Paralympic Games.The campaign features an anthemic film titled Anatomy of a Champion, which celebrates the healthcare professionals who support athletes. With the tagline, It takes heart to build bodies that break records, the film contrasts the demanding work of the medical team with a modern twist on a nursery rhyme about human anatomy. Filmed at the U.S. Olympic & Paralympic Training Center in Colorado Springs, the film showcases 14 healthcare professionals and six athletes, including Olympians and Paralympians. It aims to honour the dedication and skill of these medical professionals while paying tribute to the broader healthcare community.

AdSpot: Snickers, Nykaa, Eveready, Zepto, Apple and more

Every day, dozens of ads flood our screens, competing for our attention. Yet, only a select few manage to stand out and truly hit the mark, leaving a lasting impression. These are the ads that resonate, the ones that spark conversation and linger in our minds long after they've ended. Recognising the need to spotlight these advertisements, Social Samosa's Ad Spot steps in to curate the best of the best. Ad Spot sifts through these campaigns to pick out the gems that truly make a mark. Whether it's a clever concept, a powerful message, or just that special something that sets an ad apart, Ad Spot ensures you don't miss the ones that matter. It's your go-to source for discovering ads that not only capture attention but also inspire and engage on a deeper level. This edition of AdSpot features campaigns from various brands including Snickers' 'Hungal Driving School by Rohit Shetty', Nykaa's 'Hot Pink Sale', Eveready's 'Siren Torch', Zepto's 'Entertainment Delivered In 10 Minutes' campaign featuring boAt, Supply6 360's 'AB de Villiers Reveals His Daily Routine' campaign, Apple's 'Flock' Ad Campaign, 'Shot on iPhone 15 Pro' ad campaign, ' The Underdogs: OOO (Out Of Office)' campaign to Samsung's 'The Next Big Thing Is You' ad campaign and Knix's 'Talk About Your Period & Get Paid' ad campaign. Snickers - Hungal Driving School Mars Wrigley India announced Bollywood director Rohit Shetty as the new ambassador for SNICKERS. Known for his high-energy films, Shetty brings his dynamic style to the campaign. This collaboration is part of the You're Not You When You're Hungry campaign. The new TVC, created by DDB Tribal, features Shetty mentoring a young boy at a driving school. After taking over to showcase his car stunts, Shetty finds himself in humorous situations, including ending up in a bustling fish market and on a boat in the sea. The boy offers Shetty a SNICKERS, saying, You become Rohit Shetty when youre hungry, and Shetty transforms back into a calm instructor, reinforcing the campaign's message. Nykaa - Hot Pink Sale View this post on Instagram A post shared by Nykaa (@mynykaa) View this post on Instagram A post shared by Nykaa (@mynykaa) View this post on Instagram A post shared by Nykaa (@mynykaa) Nykaa, the beauty and lifestyle brand in India, is bringing a nostalgic touch with a campaign featuring 90s and 2000s stars like Mallika Sherawat, Pooja Bedi, and the Main Hoon Na duo, Amrita Rao and Zayed Khan. The brand launched its Hot Pink Sale on 19th July 2024, offering significant deals, global brands at competitive prices, and gifts with purchases with videos taking us back to iconic moments. Eveready - Siren Torch Eveready Industries has launched a campaign called Awaaz Uthaney Ka Power to promote its new flashlight, which features a high-decibel siren for safety. The Eveready Siren Torch emits a loud 100dbA alarm when the user pulls the attached key chain in distress, enhancing safety by both illuminating the area and attracting attention. Created by Ogilvy India, the campaign is led by hearing and verbally challenged people to emphasise the product's importance for safety and security. The brand collaborated with India Signing Hands (ISH), featuring women from ISH sharing their traumatic experiences in sign language to highlight the need for this product. Zepto - Entertainment Delivered in 10 Minutes Zepto and boAt have partnered to make quality audio and entertainment easily accessible with delivery in just 10 minutes. The partnership aims to enhance how people enjoy music, movies, podcasts, and more, whether for spontaneous gatherings or solo listening sessions. To bring this to consumers' attention, the two brands released a humorous film featuring pop culture look-alikes sitting in a boat pulled by a Zepto delivery rider around the city. The film showcases entertaining interactions and ends with the message that music and entertainment can be delivered in 10 Minutes. Supply 6 360 - AB de Villiers Reveals His Daily Routine Supply6, a direct-to-consumer nutrition startup, has launched a new TV commercial featuring cricketer AB de Villiers. The ad promotes Supply6 360, a supplement that provides comprehensive health benefits in convenient sachets. The TVC shows AB de Villiers, known as Mr. 360, using Supply6 360 in his daily routine. Apple - Flock Apple has launched a global privacy campaign to make users aware of online dangers like tracking and data theft. The campaign features a video called Flock, created by TBWA/Media Arts Lab and directed by Ivan Zacharias. In the video, bird-like surveillance cameras chase and attack people to monitor their browsing data, but the surveillance stops when they switch to Safari on their iPhones. The campaign emphasises Apple's efforts to protect user privacy, such as opting out of third-party app tracking and combating fingerprinting. Apple - Shot on iPhone 15 Pro Apple is highlighting the camera capabilities of its iPhone 15 Pro Max with a new short film titled Suerte (Spanish for Good Luck). The film follows Ivn Cornejo, a rising singer-songwriter, on a personal pilgrimage to his Mexican roots in search of inspiration for his next hit. Directed by the duo Cliqua, Suerte captures Cornejo's heartfelt journey and adventures, showcasing the diverse filming possibilities offered by the phone's advanced camera system. Apple - The Underdogs Apple has released a new episode in its popular Apple at Work series, titled The Underdogs: OOO (Out Of Office), which takes viewers on a dynamic, action-filled journey to Thailand. The episode follows the beloved team of coworkers, the Underdogs, as they embark on an overseas mission to find a new packaging factory. Their challenge is to secure half a million boxes in just ten days for a major project. The story showcases the team navigating various trials and enjoying cultural experiences, such as riding tuk-tuks, sampling local cuisine, making new friends, and exploring rooftop pools in Bangkok. The brand integrates its products into the narrative.This episode, directed by Mark Molloy and produced by Apples in-house agency, is the fifth installment in the series, continuing to blend storytelling with product placement. Samsung - The Next Big Thing Is You Samsung, in collaboration with agency BBH USA, has launched a new ad promoting its Galaxy AI innovation. The short film, titled The Next Big Thing Is You, is based on the insight that many millennials and Gen Zers love to travel and explore different cultures, but language barriers pose a significant challenge, with 81% seeing it as a hindrance to their travels. Samsung's Galaxy AI aims to help travellers overcome this obstacle, enhancing their exploration and connection in a world full of possibilities and the ad campaign emphasises upon that. Knix - Talk About Your Period & Get Paid Knix, an intimate apparel brand, has launched a bold new campaign to encourage athletes to talk openly about their periods. Featuring former Olympian and advocate Megan Rapinoe, the 'Sport Your Period' initiative aims to break the taboo around menstruation in sports. Despite being a reality for almost all menstruating athletes, periods remain a rarely discussed topic, even at the professional level. This campaign seeks to normalise conversations about periods in sports and inspire athletes to lead by example, with the ultimate goal of keeping more teen athletes engaged in the sports they love.

Bad Newz banks on Tauba Tauba and trending reels for its marketing

Actor, producer, writer, lyricist, and director Anand Tiwari's comedy movie 'Bad Newz' hit theaters on July 19, offering a blend of humor and chaos. From the makers of 'Good Newz,' this film features an all-star cast including Vicky Kaushal, Triptii Dimri, Ammy Virk, Neha Dhupia, Sheeba Chaddha, and Ananya Panday. The story follows Saloni Bagga (Triptii Dimri) who finds herself in a rare situation of heteropaternal superfecundation, resulting in twins fathered by two different men. Akhil Chadha (Vicky Kaushal) and Gurbir Pannu (Ammy Virk) both end up as fathers-to-be, leading to a series of comedic events. The cast recently posted a parody TikTok video titled Multiverse of Kalesh, featuring Vicky Kaushal and Ammy Virk. The video, conceptualised by the creative agency One Hand Clap, plays on the humorous tone of the film. View this post on Instagram A post shared by Vicky Kaushal (@vickykaushal09) During the three-week-long promotion tour for Bad Newz, Vicky Kaushals dance moves to Tauba Tauba's beats became the focal point of the marketing campaign. This was combined with the movie leads promotional efforts, capturing the audience's attention in different cities. The agency TheSmallBigIdea handles the social media marketing mandate for Dharma Productions' Bad Newz. The background score of the teaser has a remake of the classic song Mere Mehboob Mere Sanam which further created anticipation among the audience. he lead actors have also created reels around this song, adding to the excitement. View this post on Instagram A post shared by Vicky Kaushal (@vickykaushal09) Building up to the trailer The promotion for Bad Newz began with the lead actors generating buzz for the trailer launch. On June 24, they posted a reel on social media, joining a viral Instagram trend and announcing the upcoming trailer. View this post on Instagram A post shared by Vicky Kaushal (@vickykaushal09) View this post on Instagram A post shared by Ammy virk (@ammyvirk) View this post on Instagram A post shared by Triptii Dimri (@tripti_dimri) The excitement continued with the release of movie posters on June 25, giving fans a sneak peek into the film's vibe. View this post on Instagram A post shared by Triptii Dimri (@tripti_dimri) To further build anticipation, the cast posted a fun challenge, asking the audience to guess the trailer launch time with some hints. View this post on Instagram A post shared by Vicky Kaushal (@vickykaushal09) Finally, the trailer premiered on June 28 and has since garnered over 36 million views as of July 19. Reelification of song Adding to the film's appeal is the viral hit song Tauba Tauba, featuring Vicky Kaushal's dance performance. The song premiered on July 2 and has 7,71,58,292 views as of July 19. It is also #1 on Trending for music The song has generated significant buzz on social media. The catchy tune has also spurred engagement from fans contributing to the film's online presence with 1.8 million reels on the song. Expanding reach through influencer collaborations Vicky Kaushal's active engagement with the content, including interactions with influencers, has further amplified the movie's visibility. Influencer collaborations have played a significant role in the marketing of the movie. Content creators and influencers have participated in the promotion, further extending the film's reach, engaging a diverse audience. Vicky Kaushal was also seen commenting on the reels of content creators and influencers appreciating their efforts. View this post on Instagram A post shared by RJ Princy Parikh (@princymirchilove) View this post on Instagram A post shared by Dharna Durga (@dharnaaaaa) View this post on Instagram A post shared by Kusha Kapila (@kushakapila) View this post on Instagram A post shared by Ankush Bahuguna (@ankushbahuguna) View this post on Instagram A post shared by Prajakta Koli (@mostlysane) Apart from the influencer collaborations, the cast partook in the engagement by showcasing their cheeky side and appeared on the OTT show Big Boss. View this post on Instagram A post shared by JioCinema (@officialjiocinema) On ground meet and greet The cast has been involved in various promotional events, including mall visits and appearances in cities like Pune, Delhi, Chandigarh, Jaipur, and Ahmedabad, Lucknow and more. View this post on Instagram A post shared by Vicky Kaushal (@vickykaushal09) View this post on Instagram A post shared by Vicky Kaushal (@vickykaushal09) View this post on Instagram A post shared by Vicky Kaushal (@vickykaushal09) View this post on Instagram A post shared by Vicky Kaushal (@vickykaushal09) View this post on Instagram A post shared by Vicky Kaushal (@vickykaushal09) View this post on Instagram A post shared by Seasons Mall (@seasons_mall) View this post on Instagram A post shared by Vicky Kaushal (@vickykaushal09) Ultimately, the larger goal was to promote the movie and the chemistry of the lead actors with one another which was what the 'Bad Newz' movie marketing strategy relied on.

India becomes Netflix's second-biggest market

Netflix Inc. has reported its second-quarter results for 2023, revealing significant growth in India. The country has become the streaming giant's second-largest market for paid net subscriber additions and its third-largest market in terms of evenue percent growth. On Thursday, Netflix announced a 17% increase in revenue, reaching $9.56 billion. The company's operating margin also improved, rising to 27% in Q2 2024 from 22% in the same period last year. Globally, Netflix's paid memberships surged by 16.5%, growing from 269.60 million in Q1 2024 to 277.65 million in Q2 2024. In the Asia-Pacific (APAC) region, which includes India, Netflix saw its paid memberships increase from 47.50 million in Q1 2024 to 50.32 million in Q2 2024. Paid net additions also rose, reaching 2.83 million in Q2 2024 compared to 2.16 million in Q1 2024. Revenue in the APAC region grew to $1.05 billion in Q2 2024. India was our No.2 and No.3 country in terms of paid net subscriber additions and revenue percent growth, respectively, said Theodore A. Sarandos, Co-CEO, President & Director, during a media conference. There's certainly plenty of room to grow in India as long as we keep thrilling our audiences there, he added. Sarandos credited Indian filmmaker Sanjay Leela Bhansali and his show Heeramandi for contributing to Netflix's success in India during Q2. SLB is one of the most celebrated filmmakers in India, and he took on this incredibly ambitious series and brought it to the screen on Netflix, directing every episode. It's our biggest drama series to date in India, he said. In its stock exchange filing, Netflix highlighted that Heeramandi: The Diamond Bazaar amassed 15 million views globally. Other popular Indian shows and films included Diljit Dosanjh's Amar Singh Chamkila with 8.3 million views, along with licensed films such as Laapataa Ladies and Shaitaan. Other top-performing shows on Netflix in Q2 included The Great Indian Kapil Show, Bridgerton S3, Baby Reindeer, Queen of Tears, and films such as Under Paris, Atlas Hit Man, and The Roast of Tom Brad. Discussing the company's advertising segment, Chief Financial Officer Spencer Adam Neumann noted that the revenue portion of ads is growing icely. The rate of growth is substantial, although it's starting from a relatively small base as we're only 18 months into the ad business, Neumann said. We've been scaling our ads member base very quickly, and we're excited to say that we're on track to achieve our critical scale goals for all our ads countries by 2025, added Gregory K. Peters, Co-CEO, President & Director. Netflix is also expanding its sales and operations teams to meet advertiser demands and plans to launch its own ad server in Canada this year, with the rest of its ad markets following in 2025. On the gaming front, Peters reported that Netflix has launched over 100 games to date, with more than 80 in development. In Q2, the platform launched games such as Virgin River and Perfect Match, and it plans to release one new title per month starting in July as part of its Netflix Stories initiative.

Apple highlights Safari's privacy features against online surveillance in new ad

Imagine this: youre having a casual chat with a friend about planning a vacation to Bali. The next thing you know, your phone starts showing you ads for Bali resorts and tour packages. Creepy, right? This isnt just a coincidence. Our phones are always listening, their microphones picking up snippets of our conversations even when we are not using them. Voice-activated assistants are always on high alert, waiting for those wake words. This constant eavesdropping means that our private discussions are never truly private, raising questions about whos listening and what theyre doing with our data. But thats just the tip of the iceberg. Every click, every search, every site we visit is tracked and recorded. Cookies follow us around the web, building profiles of our habits and preferences. With a few clever tricks, cybercriminals can break in and steal sensitive information, like passwords and credit card numbers. Its like having a thief in your house at night, going through your belongings, and its happening every time we go online. To make users aware of these dangers, Apple has launched a global privacy campaign, illustrating how iPhones protect users from constant surveillance in a video called Flock. Created by TBWA/Media Arts Lab and directed by Ivan Zacharias, the two-minute film resembles a scene from The Birds (1963), featuring a depiction where bird-like surveillance cameras chase and attack people to monitor their browsing data. As more cameras join the flock, the surveillance becomes scarier, until iPhone users switch to Safari for privacy protection. The campaign highlights Apple's initiatives asking users to opt out of third-party app tracking and prevent dangers by using Safari. Over recent years, Apple has actively worked on combating fingerprinting on its devices, a method utilised by companies to identify users. These privacy measures pose challenges for advertisers who rely on such data to target and refine ads for specific audiences. Flock will be rolled out on social media, cinema, YouTube and other platforms thereby showcasing that Safari as a browser is private.

X's new feature to optimise ads during trending conversations

X has launched Trend Genius, a new product that uses AI to optimise ads by targeting promotions during trending conversation peaks, as announced via its business page. https://t.co/g5N2PnIoSA Business (@XBusiness) July 18, 2024 Leveraging Xs advanced AI systems, Trend Genius ads identify emerging discussion topics and match ad placements with brand-relevant mentions. According to the platform , Trend Genius allows advertisers to hand select the conversation topics they want to align with: this can be anything from the Olympics or professional sports leagues, to fashion, music, AI, and beyond. Then when conversation about these topics organically reaches a heightened level or velocity on X, an ad featuring preprogrammed creative is automatically deployed on the platform. With Xs Trend Genius, advertisers can craft campaigns around specific events, such as the Olympics, and the system aligns keywords with increasing app conversations, deploying ads when mentions rise. Additionally, it helps maximise ad spend by capitalising on trends and reducing expenditure as trends wane. When the conversation calms down and stabilizes, the ad is automatically turned off. This aims to maximise the relevance of the paid ad creative on X, while minimising waste,as announced by the social media giant. X also notes that promotions can be programmed via third-party data feeds, so ads can align with real-world events based on off-platform data. For example, if the local weather bureau predicts rain, ads can be set to appear in your area once the rain begins. In theory, this could be a promising option, and it will be interesting to see the results brands achieve with these promotions on a broader scale. The effectiveness of Trend Genius ads will become clearer as they are rolled out to X advertisers.

Dentsu Creative appoints Sonia Sharda as Senior Vice President

Sonia Sharda ,previously serving as the Vice President - Business at Denstu Creative has now transitioned to the role of Senior Vice President at the company. Announcing this new chapter in a LinkedIn post, Sharda said, Im happy to share that Im starting a new position as Senior Vice President at Dentsu Creative ! Prior to her role at Dentsu Creative, Sharda held various positions at WATConsult, including Vice President - Operations (West & South), Associate Vice President - Operations (West), Regional Head (West)-Operations, and Group Account Manager. She also worked at Orient Planet as Assistant Manager- Social Media, Senior Social Media Specialist, and Social Media Specialist. Earlier roles include Marketing Executive at Prime Vision Studio, Associate Image Executive at Perfect Relations, and an intern at Ogilvy & Mather.

68% of Indians feel discriminated against at brand touchpoints: Kantar study

Marketing data and analytics business, Kantar launches the Brand Inclusion Index (BII), a global study which reveals that 75% of consumers say that a brands diversity and inclusion reputation influences their purchase decisions. 68% of Indians claim to have been discriminated against, and in the majority of cases in commercial places and brand touchpoints, which is substantially higher than the global figure which stands at 46%. The study also showcases that DEI is important for an overwhelming majority of Indians, both in life and while making brand choices, with 86% of respondents. The study identifies that inclusive marketing is a significant opportunity to drive brand growth. It is clear that brands that fail to address discrimination, risk alienating a significant portion of their customer base. Despite progress made by some brands, the Brand Inclusion Index 2024 reveals a significant inclusion gap that businesses must address. This gap is the difference between the proportion of people in a market who have experienced discrimination and the percentage who believe in the importance and influence of diversity and inclusion. Kantars Brand Inclusion Index 2024 is a survey of more than 23,000 people in 18 countries, the India leg comprises 1000 plus respondents with an inclusive demographic which is gender expansive, disability, socio-economic class, religion etc. The findings of the Brand Inclusion Index sit in the context of preliminary research from the Unstereotype Alliance with Oxford Universitys Sad Business School, using data from Alliance members including Kantar. This study has found that progressive, inclusive advertising drives a significant sales uplift of over 16% when compared with less progressive ad content and has a significant impact on consumer loyalty, buying intentions and a brands pricing power. Respondents assess brands on different dimensions brave brand DEI strategy, diversity, equity, and inclusion from the absence of negative actions to the presence of positive initiatives. The first edition of the study explores skincare, banking, automotive and technology categories. In its Index of the worlds most inclusive brands, Kantar ranked Google, Amazon, Nike, Dove and McDonalds in its global top five while in India, it is Google, Tata Motors, Amazon, Jio and Apple. The brands were recognised by consumers for setting a positive example by demonstrating a genuine commitment to diversity, equity, and inclusion (DE&I). Key findings: Theres an urgent need for brands to address DE&I failures: A staggering, 68% of Indians claim to have been discriminated against, and in the majority of cases in commercial places and brand touchpoints, which is substantially higher than the global figure which stands at 46%. The study also showcases that DEI is important for an overwhelming majority of Indians, both in life and while making brand choices with 86% of respondents. Consumer expectations are high, globally: 75% of consumers globally say that diversity and inclusion or a lack thereof influence their purchase decisions. DEI is yet to make its mark on Indian advertising: More women are seen in Indian ads than the global average but they remain bound by traditional roles of homemakers and mothers (7% of women are featured in non-traditional roles). Fairness of skin may have transitioned to glow but skin colourism continues to exist in creatives. Sizes remain slim and small. (7% diverse body shapes) Ageism dominates with 40+ women represented in less than one out of five ads (15% in India vs 26% globally). Underrepresented groups are most vulnerable: Ad protagonists and characters in India are painted in broad strokes of what they, their homes, beliefs and lifestyles look like, ignoring ethnic minorities, LGBTQ. Ads that successfully portray people positively provide greater predicted ROI for advertising investment. There has been growth in the industry in the positive portrayal of Males over the last year, but a drop in Female portrayal since the last 2 years. Globally, people with disabilities and LGBTQ+ individuals report the highest rates of discrimination (81% and 62% respectively), emphasising the need for targeted efforts to create more inclusive environments and content. Google, is recognised as the most inclusive brand in India as well as globally. Alongside Google, Tata Motors, Amazon, Jio and Apple emerged in the top five winners in India. Category-wise, the India top Brand Inclusion Index scorers are - Google (Technology), Tata Motors (Automotive), SBI (Banking), Dove (Skincare). Valeria Piaggio , global head of diversity, equity and inclusion at Kantar, said, Its a myth that inclusion marketing is about marketing to minorities. Inclusion marketing is expansive marketing. One of the fundamental ways to grow your brand is to predispose more people to it. Yet when brands exclude consumers whether thats because people dont feel welcomed when shopping in stores or their advertising doesnt reflect diverse communities its an easy miss. Millennials and Gen Z prioritise diversity and inclusion even more than other groups, and as these populations grow in size and buying power these issues will carry more weight. Brands will be rewarded if they stand by their values especially in the face of vocal communities which stoke the culture wars by pitting minority groups against one another. Soumya Mohanty , Managing Director & Chief Client Officer- South Asia, Insights Division, Kantar said, In a country of Indias size, the term under-represented groups can be misleading for brands to use as a guiding light. Minorities can translate into millions of people who may choose or not choose to buy your brand, based on how well they feel seen, heard and voiced in your brands. It is a business imperative for brands to prove that they are serious and committed about DEI. The Brand Inclusion Index - our breakthrough study on brand inclusion - gives clear indications of how to achieve the inclusivity imperative. Our analysis of whats behind the most inclusive brands is that they all have three things: a well-thought-out DEI strategy that stems from company actions and is committed long-term, impeccable creative execution, and bravery. The element of bravery will be increasingly important. As in other moments in history, when theres significant social change, there are groups of society that seek to maintain the status quo, feel threatened, and as a result, react loudly. Mohanty added, To avoid backlash, brands today need to be extra careful. Full inclusion needs to work at both ends of the spectrum: reaching out to underrepresented populations and making them count, while avoiding negative reactions from people who are used to seeing themselves well-represented by brands and dont want to be left behind. This study brings understanding of how people perceive brands based on their DEI efforts, focusing on populations that tend to be excluded, underserved, or misrepresented. The Brand Inclusion Index gives marketers clear benchmarks for brand inclusion and inspiration from brave brands that are seen as diverse, fair, and inclusive.

Shaurya Tyagi joins JSW as Head of Digital Marketing

JSW has appointed Shaurya Tyagi as the Head of Digital Marketing, according to his LinkedIn update. He previously worked at Reliance Retail as the Head of Digital Marketing and Loyalty (JioMart Partner) for the past two years. There, he led JioMart Partner's growth through new customer acquisition, activation, and retention campaigns. Tyagi has over 11 years of experience in digital marketing and e-commerce. He has a track record of improving digital marketing efficiency, sales performance, and brand preference. In his career, Tyagi has built and managed digital teams from scratch, making an impact in the tech-driven landscape. He specialises in brand, content, and performance marketing and has helped many offline-first brands engage the right audience and boost revenue. He has also worked with OPPO, HDFC Life, Publicis Groupe, and FoxyMoron, among others.

Drools onboards Palak Tiwari as brand ambassador

Drools has joined hands with Palak Tiwari with the aim of elevatingthe brand's mission of promoting the importance of nutritious and wholesome food for pets, particularly among the Gen Z demographic. Drools took to social media to reveal this collaboration, releasing a video on their Instagram page along with the official announcement. The video showcased Palak playfully engaging with her furry friends. Expressing her excitement about this collaboration, Palak Tiwari said, As someone who has grown up with pets, I understand the joy and responsibility that comes with being a pet parent. Ensuring that my pets receive the best nutrition is a top priority for me. Drools' commitment to providing high-quality, nutritious pet food resonates deeply with me. I am thrilled to partner with Drools and look forward to encouraging fellow Gen Z pet parents to prioritize their pets' health and well-being. We are delighted to welcome Palak to the Drools family. Palak's vibrant energy, coupled with her genuine love for animals, makes her the perfect fit for our brand. She embodies the values of a responsible pet parent, and her influence among Gen Z will help us reach a broader audience. At Drools, our goal is to offer pet owners the best nutrition options, and with Palaks support, we aim to raise awareness about the significance of pet nutrition, said Dr. Shashank Sinha , CEO, Drools Pet Food Pvt. Ltd.

IndiGo appoints Ishha Bawa as Lead Strategic Initiative Digital

Ishha Bawa has been appointed as the Lead Strategic Initiative Digital at IndiGo (InterGlobe Aviation Ltd), highlighting her expertise and leadership in driving digital transformation and strategic initiatives within the organization. Announcing this new chapter in a LinkedIn post, Bawa said, Happy to share that Im starting a new position as Lead Strategic Initiative Digital at IndiGo (InterGlobe Aviation Ltd)! Prior to starting her role at Indigo, Bawa served as Head of Marketing at Tyroo for nearly six years, as Marketing Lead at Snapchat Business/Vidtech.ai, Manager/Lead at HCL Technologies, Deputy Manager of Strategic Marketing at HCL Technologies, and Senior Account Executive at FCB Ulka. She has also held roles at McCann Erickson, Bates, and interned at Leo Burnett, gaining diverse experience across marketing and strategic roles in various prominent companies.

Panchayat S3, Amar Singh Chamkila, The Boys S4 top the charts in H1 2024: report

Ormax Media has released its Streaming Originals Mid-Year Report. The report covers the top original shows and films in Hindi, Telugu, Tamil, and International languages, based on viewership, marketing buzz, and content strength for the first half of 2024. Panchayat S3 with 28.2 Mn viewers emerged as the most-watched Hindi web-series while also being the buzzing Hindi show. Other popular series include Heeramandi, Indian Police Force, Kota Factory S3, and The Legend of Hanuman S3/S4. Bigg Boss OTT S3 with 17.8 Mn viewers emerged as the most-watched Hindi unscripted show. Among movies, Amar Singh Chamkila remained the most-watched movie with 12.9 Mn viewers. Others include Murder Mubarak and Ae Watan Mere Watan. Further, among international shows, The Boys S4 emerged as the most-watched with 10.5 Mn viewers, closely followed by House of the Dragon S2 and Fallout. The report highlights high viewership across various genres and languages, highlighting the diverse content preferences of Indian audiences. Keerat Grewal , Business Development - Streaming, TV & Brands at Ormax Media said, At Ormax Media, we have been working extensively to build industry data for the streaming category in India. In our effort to expand the scope of our data, this year's edition of Streaming Originals in India Report includes Viewership, Marketing Buzz and Content Strength (OPR) for Telugu and Tamil languages as well, alongwith Hindi and International language content. This is the mid-year report, for the period Jan-June 2024 and the top 3 most watched content pieces on streaming platforms during this period have been Panchayat S3 (28.2Mn) and Heeramandi (20.3Mn) and Indian Police Force (19.5Mn). B&B: Bujji and Bhairava, the animated prelude to the theatrical film Kalki 2898 AD, is the most-watched Telugu property at the halfway mark of the year, while Inspector Rishi tops the list of the most-watched OTT Tamil property thus far this year. Both had an estimated viewership of 4.9Mn. Here is the full report:

Media.Monks rebrands; unveils new logo and offerings

Media.Monks has unveiled their newly streamlined and significantly more effective service offerings. Starting today, Media.Monks will reorganise its services into two fully synchronized practices: Marketing Services and Technology Services. Both the above-mentioned services will be powered by Monks.Flow , and be underpinned by a consulting group that will offer end-to-end services ranging from strategy to implementation. Effective immediately, it has also renamed itself to Monks , marking a significant milestone in its evolution as a business and setting the stage for future growth and innovation beyond media. Monks' nine capabilities will remain in place, however will now be focused on two Marketing and Technology offerings, which will be as follows: 1) Marketing Services: These services will encompass a comprehensive suite of creative, content, media, social and data-driven marketing solutions, leveraging the Monks award-winning capabilities in storytelling, audience engagement and performance marketing to deliver outcomes that resonate with consumers and drive measurable results. 2) Technology Services: These services will concentrate on the companys technology, user experience, product engineering, data, digital transformation and consulting services. It will focus on robust digital infrastructures, next-gen digital products and consumer experiences and advanced data and analytics solutions that empower clients to navigate and thrive in the digital age. Additionally, organisational and reporting structures to support the new services model will launch in 2025. Many of todays agencies are wrestling with the pace of change in a world profoundly transformed by technology. It's always been our ambition to disrupt the legacy model and today marks another important milestone in that journey, says Martin Sorrell , S4 Capital Founder and Executive Chairman. With this shift in the way we deliver our services to market, we are better able to help clients transform the economics of their businesses and are well-positioned to develop and define the future of our industry. Additionally, a number of senior Practice, capability and regional leaders commented on these important changes. This evolution reflects our unified cross-discipline teams, who bring the grit and the diversity of thought needed to help our clients accelerate growth and navigate the transformation of operating models, says Scott Griset, EVP Consulting. Our aim is to simplify and accelerate the possibilities of technology and creativity for our clients and that starts with streamlining our offerings and identity, says Brady Brim-DeForest, CEO, Technology services. The new Monks brand emphasises the cross-vertical and end-to-end capabilities offered by an integrated portfolio of services designed to maximise client revenue growth, innovation and reach. By dropping media from our name, the new operating brand more accurately represents our integrated global team, unified expertise and diverse communities, says Kate Richling, Chief Marketing Officer. Our refreshed brand embodies our team's synergy and versatile skills, committed to crafting impactful solutions for our clients challenges, says Michelle McGrath, SVP Data. Our most innovative, impactful work has been powered by the intersection of our core teams and technology. Now, we have a brand that is reflective of that core ethos to carry us and our clients, into the next phase of evolution, says Victoria Milo, SVP Media Solutions and Emerging Technology. Placing a focus on the talent behind the work, the evolved Monks brand is designed for transparency and peopleparticularly in the age of AIsignalling the importance of having ambitious innovators in your corner for seamless implementation of emerging technologies, says James Nicholas Kinney, Chief People Officer. Our new name puts a spotlight on our talent, who excel in blending diverse specialisations and cultures with a shared ambition to change the world, says both Deborah Heslip and Laura Davis, Co-Chief Client Officers, Marketing services. To be a Monk is to champion empathy, transparency, and diversity, driving us to create human-centric solutions for clients who are eager to authentically carve their place in culture, says both Wesley ter Haar and Bruno Lambertini, Co-Chief Executive Officers, Marketing services.

Meta to allow in-depth research on Instagram's effects on teenagers

In a bid to address long-standing accusations regarding the platforms negative impact on teenagers, Meta is launching a small pilot program' allowing researchers to study Instagram's effects on young users. This initiative is part of a broader expansion of its restrictive research program. According to The Atlantic, Meta will start accepting proposals for research focused on specific areas, such as the regional differences in the effects of social media use. Up to seven research submissions will be accepted, with approved researchers gaining access to relevant Instagram usage data from participants. This data might include the number of accounts followed and patterns of app usage. While Meta will still withhold certain data, such as user demographics and specific post information, the goal is to provide deeper insights into whether Instagram is detrimental to teens. This move follows a significant report by The Wall Street Journal three years ago, which suggested Meta ignored its internal findings that Instagram was particularly harmful to teen girls. Meta refuted these claims, arguing that the research was too limited to draw broad conclusions. Other studies have echoed concerns about Instagrams negative impact on teenagers, citing issues like negative comparison and bullying . The new research projects aim to uncover the truth and help Meta refine its policies to better protect teens. Meta has been continuously adding tools to safeguard young users and hopes that this new information will further enhance its efforts. The Center for Open Science will oversee the Instagram study, ensuring Meta does not control the publication of the results. Despite keeping its data tightly controlled since the Cambridge Analytica scandal, this initiative signals a potential shift towards greater transparency for Meta.

Meta extends Reels overlay ads to additional brands

Meta is introducing a new advertising option within Reels, its rapidly growing content format, by offering Reels overlay ads to select advertisers. Reels overlay ads feature a prominent CTA prompt on the screen and can showcase either single images or carousel promotions. According to the social media giant , Facebook overlay and post-loop ads on Reels can be banners on Reels videos, or video ads in between Reels videos. Advertisers have the option to expand the ad on the second play of the Reel or display it between clips as direct promotions. This strategy leverages the popularity of Reels to reach a captive audience, using engaging promotions that capture attention within the stream. With Reels now generating a combined 200 billion views daily across Facebook and Instagram, it's important to consider where attention is increasingly focused on these platforms and how to effectively position your offers. Lately, almost all of Facebook's usage growth has been driven by engagement with Reels. Meta's algorithmically recommended stream of Reels clips plays a significant role in keeping users within the app for extended periods and boosting overall engagement. In this context, Facebook is evolving into more of an entertainment hub than just a social network, drawing attention with its growing array of video uploads rather than through user comments and social interactions. M oreover, the rollout of Reels overlay ads to additional advertisers is ongoing, with full availability expected in the near future.

X is testing a new feature for seamless video playbacks

As part of its expanding video content strategy, X is testing a new feature that allows users to watch X videos continuously without manually swiping to the next clip, as announced via their page. NEWS: X will soon let you stop autoplay next video with an auto-advance setting. pic.twitter.com/fhTwfXxbNF X Daily News (@xDaily) July 17, 2024 The platform is testing a new 'Auto Advance' feature for video playback. This feature automatically transitions to the next video in-stream once the current clip ends. This could simplify watching X video content by creating a 'lean back' experience, allowing users to turn it on and let it play continuously. Combined with X's enhancements in TV connectivity, this feature could also help users catch up on top recommended videos daily on their largest screen at home. In April, as reported by The Hollywood Reporter , the platform introduced its updated Smart TV app, offering enhanced functionality for viewing X video content on televisions. The platforms overarching goal is to offer more TV-like content, leveraging the popularity of video engagement seen in other social apps to keep users more engaged. An advantage for X in this area is its real-time coverage and continuous updates from news events. Utilising the Auto Advance feature could prove to be an effective way for users to catch up on daily news through videos posted on X. However, the feature is still in the testing phases and has not yet been released to the public.

Access to data has made marketing smarter but also more competitive: Vitasta Kaul

Not often does one meet people who have the hunger for upskilling and educating themselves after having an experience of more than 17 years and spending time in the industry across start-ups and businesses. Well, Vitasta Kaul is not your conventional CMO. The leader has had an interesting career journey, to say the least. Imagine crafting educational content with a twistthink animated characters teaching kids through graphic novels. That was Vitasta Kaul's baptism by fire in the ed-tech space, a time when the term itself was barely a murmur. Fast forward, and Kaul would go on to orchestrate brand strategy for high-growth start-ups. Now, at the helm of marketing at Hoopr.ai, a music licensing platform, Kaul is on a mission to revolutionise the music licensing landscape in India, leveraging her blend of strategic foresight and passion for music. Working for start-ups is not everyones cup of tea. In Kauls own words, It's like walking blind folded on a busy street. Kaul has had a fervour for building and scaling start-ups from scratch making them brands in their own right. In this interview with Social Samosa, Vitasta Kaul offers insights for professionals in Advertising and Marketing, revealing the nuances of scaling a brand from the ground up, the critical importance of staying ahead of industry trends, and the strategies that she employs to position Hoopr.ai as an emerging force in the burgeoning creator economy. She sheds light on what it takes to work at start-ups and how it differs from traditional MNCs and legacy brands as well as the evolved role of a CMO. Edited excerpts: Vitasta, youve held multiple roles over years across places, from brand strategist to creative consultant to heading marketing departments; from freelancing to full-time, you have had a lot of experience in the industry. Tell us about how has that journey been and what insights did you acquire from each role? My professional journey started in 2007. I have a master's degree, and my first job was with a startup in the edtech space. This was back in 2007 when edtech was not even a big buzzword in India. They were way ahead of their time and pioneers in their field. I worked there for about six years, primarily creating curricular content with innovative formats like animations and graphic novels for educating kids in schools. I then decided to take a break and upskill, completing a one-year executive program from IIM Calcutta. I did this because, after six years, I felt the need to acquire more functional and soft skills in a formal setup. During this time, I also ran my own venture in the food and beverages sector. We partnered with some of the largest events like Sunburn, NH7 Weekender, and Comic Con, curating and managing their food courts. I ran that business for about a year and a half to two years. After that, I joined an early-stage startup in the used two-wheeler space as part of the founding team. I worked there for eight years, helping them expand to about 1850 employees and launch around 80 flagship showrooms. I crafted their go-to-market strategies, brand language, and brand consistency across platforms, both online and offline. After leaving that company in 2023, I did a one-year program from INSEAD, a France-based business school. Now, I'm working for Hoopr.ai. Throughout my career, whenever I took breaks, I always worked as a consultant on different projects. I love marketing and figuring out what's going on across different industries, as it keeps me on my toes. Throughout your career, you have worked with startups and helped establish their brands. How did Hoopr.ai pique your interest considering you were on a year-long sabbatical? Hoopr.ai checked three key boxes for me: it was an early-stage startup, it involved music (which I am passionate about and trained in), and it needed someone to help hyper-scale its presence and reach in the next two to three years. I also met Gaurav, the Founder of Hoopr.ai, through a close connection, which helped me understand and align with their vision for the company. It was a natural fit for me. Could you explain briefly what a music licensing platform does? Music licensing essentially means that you are paying the actual owner of the music or the tune, or whoever has written the lyrics, to use that music for monetary gain. For example, if a brand is making content or an ad and publishes it on social media, television, or live events, they need permission from the owner and must compensate them for using the music. Platforms like ours are crucial because the creator market in India is expanding rapidly, with millions of creators making content daily. When creators use music without proper licensing, they risk having their content taken down by platforms like YouTube or Instagram, which limits their ability to monetize their work. Hoopr.ai offers a vast catalogue of music that creators can use without worrying about copyright issues. They can pay a small subscription fee and use this music freely, enabling them to monetize their content without strikes or takedowns. The concept of a music licensing platform is new in India. How do you plan to elevate and grow Hoopr.ai? Could you shed light on how your marketing strategy looks as of now? Our marketing strategy can be broken down into short-term and long-term goals. In the short term, we are focusing on building trust and reaching out to artists and creators. For artists, we aim to democratise the music industry, sourcing from diverse regions across India and commissioning music from them. For creators, we use performance marketing initiatives and advertising on platforms like Meta, Google, and Instagram. We also focus on educating creators about monetization, copyright, and licensing through masterclasses and webinars. In the long term, we want to build a large ecosystem and marketplace where artists, creators, and brands can collaborate. Brands can commission music from our artists and amplify it through our network of creators, creating a mutually beneficial cycle. Our goal is to enrich and empower both the artist and creator communities while providing value to brands. How does the payment model work for the artists? Is it dependent on the number of downloads or streams their music receives, or is it a fixed payout? It's a fixed upfront payout that we give to the artists. We also monitor the trends to see which music is performing well and commission more music from those artists, ensuring a regular and lucrative income stream for them. Hoopr.ais target customers presently seem to be creators and artistswhich might be relatively small in number if one were to consider the sustenance of a venture that is looking to scale its operations. Are there plans to make the product palatable for general users on social media? Absolutely. Creators are normal people with a creative bent of mind who want to create content. Even if someone doesn't monetize their content, they can still use our music. However, as a startup with frugal budgets, we need to focus on the low-hanging fruitthose that will bring a higher ROI. While it's open to the general public, our current focus is on targeting artists and creators who can immediately benefit from our platform. But anyone can come to our platform to stream and enjoy music, just like other music streaming platforms. For startups that are trying their hands at something new, it becomes essential to educate the audience while at the same time maintaining creative uniqueness to stand out and leave an impression. Considering that earlier you were working for a startup offering a similar one-of-its-kind proposition, how do you navigate the challenges that arise with such propositions and design a marketing strategy that ticks all the boxes? Before deciding what you're going to do and who you're going to talk to, you must be very clear about what you want to tell them. It's very important for a brand and a marketer to decide on a few key messages and consistently communicate those for an extended period. This standard marketing principle, called frequency, involves repeating the same message so that it sticks in the consumer's mind. For example, Maggie is known for its two-minute noodles, and this repetition has made it memorable. As a brand, you need to identify one or two key pieces of communication to hammer into your consumer's mind. Once you've done that, you can critically analyse your target audience. For example, if you're targeting artists, determine the type of music they create, their location, and their output. Similarly, analyse creators to understand their background and growth potential. Once you've identified your audience, you can define your marketing channels, budgets, activities, KPIs, and ROI. We followed this approach in CredR, which operated in the unorganised two-wheeler market in India. We spent years educating consumers on the benefits of buying from a company like CredR instead of a roadside dealer. Similarly, in Hoopr.ai, we educate creators on the risks of using copyrighted music and the importance of avoiding it to prevent channel takedowns and reduced monetization ability. The fear factor can be effective in emphasising the importance of adhering to these guidelines. So, a comprehensive analysis of your message, audience, channels, budget, and KPIs is crucial to navigating the entire process. You mentioned the need to educate the customer. Nowadays, with so much content and low attention spans, is a purely educational approach sufficient, or does one need to do something more to attract attention? You need multiple approaches. While education is crucial, it can't be the sole strategy. When speaking to creators, we use education through tutorials, master classes, and webinars on using copyright-free music effectively. We also instil a sense of community by creating reward programs and hosting meet-and-greet events. This builds a support system and brand stickiness. Additionally, we disguise direct marketing efforts within these formats. For instance, we offer brand deals in exchange for using our platform. This multi-faceted approach, combining education with community-building and subtle marketing, is essential. It's similar to strategy courses promoted on Instagram; education is just one way to sell the product, complemented by other channels. What channels are you looking to leverage to amplify your marketing efforts and reach your intended audience? For performance marketing and customer acquisition, we're using Meta and Google. We're also creating interesting content, especially from the creator's perspective, and running UGC campaigns on Meta and our platform. Offline, we host intimate meetups with artists and creators, promoting their work on social media. For example, we recently released a song called Tora, which performed well with significant online and press coverage. We also created an IP called Know Your Creator, highlighting creators using our music. We're planning a lot of engaging content for YouTube and Instagram, focusing on trends like regional music. One of the trends that we are observing is that Haryanvi, Telugu, like regional music, has suddenly picked up in a big way. So one of the efforts in the coming quarter will be to leverage, create and commission music that is in this space and then leverage that for our creator community on social media. For talent acquisition and industry insights, we use platforms like Quora, Reddit, and LinkedIn for soft marketing and positioning, in addition to performance marketing. As a marketing professional, how different is working for a startup different from an established business? In a startup, it's like walking blindfolded on a busy street. You need to be agile, quick, and resourceful. Unlike established companies with structured processes, startups require a more hands-on, hack-it mentality. Your role is fluid, allowing you to explore different areas and upskill. In contrast, established brands have defined roles and stringent processes, making them less nimble. In a startup, you're prepared for unanticipated challenges and must be frugal. If you prefer a comfortable, process-driven environment, an MNC might be a better fit. Based on your experience in the industry, how do you think the role of a CMO has changed? Massively. When I started in 2007, social media was limited to platforms like Orkut and Facebook, with minimal monetisation. Sales were primarily offline, and the digital ecosystem was undeveloped. The startup ecosystem and venture capital landscape were also nascent. Now, working as a CMO for a startup is highly respected. The adoption of technology has transformed business operations and marketing, making campaigns more trackable and measurable. This access to data has made marketing smarter but also more competitive, as every brand now leverages these tools. The number of brands has increased, making it challenging to stand out. The key changes include respect for startup roles, technological advancements, and increased competition. Women in the workforce often find it hard to return to work after taking a break given the nature of social structures and the demands of personal and professional lives. How did you navigate your break and return to work, that too in such a crucial position? My break was different as I took it to upskill and explore new career avenues. I didn't face resistance when returning to work. I used the time to earn a degree from INSEAD, travel, and enhance my soft skills through leadership coaching. This approach added value and made me a stronger candidate. Although I get what you are saying. A lot of my colleagues and friends have gone through a similar situation wherein taking a break has made it difficult for them to return to work and put them out of the market. However, I am sensing a change in the industry, especially among startups in the way women are looked at. Companies now recognize the value of diverse experiences and networks. Founders look for functional skills, balanced temperament, and a strong professional network. If you bring these qualities, gender doesn't matter. What matters is your fit for the role and your ability to add value and fit culturally with the organisation. What are your long-term and short-term marketing goals? Short-term, our focus is on artist and creator acquisition to scale the platform in the next six to eight months. Achieving these milestones will help us raise our next round of funding. Long-term, we aim to create a platform-led ecosystem for artists, creators, and brands, functioning as a marketplace. We want artists to sell their compositions to brands, and brands to commission directly from artists. We aim to amplify brand content through our creator community. Our ultimate goal is to have some of the world's biggest musicians on Hoopr's roster, with their music exclusively listed on our platform. That's our North Star.

WPP appoints Brian Lesser as the Global CEO of GroupM

WPP has announced the appointment of Brian Lesser as the new Global CEO of GroupM, succeeding Christian Juhl, who is stepping down after five years in the role. Lesser who first joined WPP with the acquisition of 24/7 Real Media in 2007, went on to create the Media Innovation Group. Moreover, in 2011 he founded Xaxis along with a $3 billion business today known as Xandr, then moving on to his current role as CEO and Chairman of data company InfoSum in 2020. Additionally, Juhl became CEO of GroupM in November 2019,growing GroupM significantly and winning notable assignments such as the partnership with The Coca-Cola Company. As part of the new appointment, Juhl will take up a new position with WPP as President, Corporate Development. While Lesser who spent 10 years with WPP including the role of CEO of GroupM in North America from 2015 to 2017, will rejoin WPP and begin his new role with GroupM in September 2024. Until then, Juhl will continue in his existing role and support the transition as he moves to his new position. Mark Read , CEO of WPP, said, I would like to thank Christian for his contribution to the success of Essence, GroupM, WPP and our clients over the last nine years. He has built a strong foundation for the ongoing transformation of GroupM, the integration of its offer, and accelerated future growth. I look forward to working with him in his new WPP role. Brian is one of the industrys most highly regarded executives with a track record of success in data- and technology-driven marketing. GroupM, its agencies and its brilliant people are in many respects the engine of WPP. Brian not only knows GroupM inside-out, but also has a strong vision for the future of the business. We are delighted to welcome him back to WPP. Brian Lesser said, WPP and GroupM are special organizations to me. I have experienced first-hand the culture of innovation and collaboration that leads to exceptional work for advertisers. I am thrilled to be rejoining GroupM as Chief Executive Officer. I look forward to building with my talented colleagues, collaborating with our industry partners, and investing with our fantastic roster of global clients. Christian Juhl said, It has been a privilege to lead this amazing business, to work alongside its incredibly talented people, and to partner with our wonderful clients around the world. Weve achieved a huge amount together and Im really proud of the progress GroupM has made towards its mission of making advertising work better for people. After five years the time is right for a fresh challenge, and Im excited to get started in my new role with WPP. Brian is an exceptional leader and Im happy he is rejoining the GroupM family.

Elon Musks X May Be Testing Dislike Button on iOS as a Way to Downvote Posts

X (formerly Twitter) may be testing a new feature for increasing user engagement by allowing them to downvote replies on iPhone. According to claims on social media, the feature may appear as a dislike option in the form of a heartbroken icon, instead of a Reddit-like downward arrow.