Perplexity AI Said to Be Considering Merger with TikTok US

Perplexity would merge with TikTok US and create a new entity by combining the merged company with New Capital Partners, the person said. Perplexity AI's search tools enable users to get fast answers to questions, with sources and citations.

OMD India bags integrated media mandate for HDFC Life

OMD India has won the integrated media mandate for HDFC Life, one of Indias', listed, long-term life insurance solutions providers. HDFC Life, with nearly 25 years of experience, provides a range of products and services to Indian consumers. Its offerings include solutions in Protection, Pension, Savings, Investment, Annuity, and Health, with a portfolio of 80 products designed to address diverse customer needs. The partnership with the agency aims to build on HDFC Lifes focus on customer-centricity and financial inclusion. The collaboration is expected to help expand the brands presence and support its business growth. The agency will oversee the brands media strategy across both offline and online channels. As Insurer seeks to strengthen its connections with audiences, the agencys's strategic and creative planning, alongside Omnicoms data and technology platform Omni, will play a crucial role in helping the brand stand out in Indias competitive insurance market and enhance customer experiences. The win is a testimony to the agency's strong local credentials and capability to respond to the dynamics of today's client and consumer needs. We're excited to partner with HDFC Life and look forward to creating an inspiring journey of driving strong marketing and business outcomes for the brand, said Anisha Iyer , CEO of OMD India. Our partnership is designed to deliver real business impact underpinned by OMD India's strong and future-facing capabilities. We're excited for what the future holds. We are delighted to announce our collaboration with OMD - who share our passion for innovation and customer-centricity, said a HDFC Life spokesperson. We were impressed with their capabilities, tools and culture and are confident that this partnership will accelerate our brand story with exceptional experiences and strategies to further build on the promise of our proposition.

TikTok Restores Service After US Ban, Thanks Incoming President Donald Trump

TikTok began restoring its services on Sunday after President-elect Donald Trump said he would revive the app's access in the US. TikToks public thanks to Trump, the day before he takes office, comes at a tense moment in US-China relations. Trump has said he intends to place tariffs on China but has also indicated he hopes to have more direct contact with Chinas leader.

Instagram introduces three-minute Reels

Instagram has announced a significant update to its Reels feature, allowing users to create and upload videos up to three minutes long. This update, confirmed by the platforms' head Adam Mosseri, marks a departure from the platform's earlier focus on shorter video formats. Starting today, you can upload Reels to Instagram up to three minutes long, Mosseri said in a video statement. Historically, the limit was 90 seconds because we wanted to focus Instagram on short-form video, not long-form content. However, weve heard feedback from creators that 90 seconds is too restrictive, so we hope this extended limit will help users tell the stories they want to share. The announcement comes as the platorm continues to position itself as a competitor to platforms like TikTok, which offers longer video options, and YouTube, which recently extended its Shorts feature to three minutes. Instagram has also tested 10-minute Reels with select users, indicating a growing interest in diversifying content duration. #Instagram is working on the ability to create #Reels up to 10 minutes long pic.twitter.com/jQTUM9fPsM Alessandro Paluzzi (@alex193a) August 30, 2023 Image- Instagram Despite this update, the platorms' guidance on video length remains unclear. The platform has previously advised creators against posting longer Reels, citing negative impacts on content performance. Earlier this month, Instagram reiterated that shorter Reels, no longer than 90 seconds, tend to perform better with audiences. Photograph:The Information The move to longer Reels aligns Instagram with competitors, potentially creating more opportunities for creators. However, questions remain about whether extending video length will resonate with users. Ultimately, the success of three-minute Reels will depend on the content and audience preferences, though Instagram's own advice suggests shorter videos may still be the better choice for creators.

Instagram updates profile grid with vertical thumbnail display

Instagram has introduced a new vertical thumbnail format for profile grids, replacing the traditional square image display. The update aligns with the growing trend of vertical content, such as Reels, and mirrors TikToks design. Instagram head Adam Mosseri explained the change, stating, We started with the tall grid because most photos and videos that are uploaded to Instagram at this point are vertical and rectangles do a better job showing off those photos and videos. He also acknowledged the disruption to users who customise their grids, adding that Instagram is working on tools to improve thumbnail customisation. View on Threads In addition, Instagram plans to integrate Highlights into the grid while providing an option to re-order grids entirely. Mosseri noted, Highlights are a great way to showcase your favourite stories, but they are visually complicated and push your grid down. Were building a tool so you can re-order your entire grid and make it whatever you want. These updates aim to optimise the platform for vertical content and give users greater control over their profile layouts. While the format change was flagged in August 2024, it has recently been rolled out to more users as part of Instagrams broader strategy to position itself as a competitor to TikTok. The platform is also exploring new posting options, including the ability to post directly to the grid, bypassing the feed. Users are encouraged to adapt their profiles to this new format as the changes are set to remain.

TikTok becomes operational in the US after brief ban

TikTok is once again operational for most American users after being cut off late yesterday following the enactment of the U.S. government sell-off bill . However, the app remains unavailable for new downloads as Apple and Google have not reinstated it in their app stores. Image- Tik Tok Over the weekend, President-elect Donald Trump urged companies supporting TikToks operations in the U.S., including app stores and back-end providers, to keep the app functional despite the restrictions outlined in the sell-off bill. Im asking companies not to let TikTok stay dark! Trump said . I will issue an executive order on Monday to extend the period of time before the laws prohibitions take effect so that we can make a deal to protect our national security. The order will also confirm that there will be no liability for any company that helped keep TikTok from going dark before my order. Despite Trumps assurances, app store operators like Apple and Google have declined to reinstate TikTok due to the legal implications of the bill, which prohibits entities from supporting foreign adversary-controlled applications. The bill enforces compliance through civil penalties, stating, An entity that violates subsection (a) shall be subject to pay a civil penalty in an amount not to exceed the amount that results from multiplying $5,000 by the number of users. Oracle, which hosts TikToks data, has continued to support the apps operations, enabling its use by existing U.S. users. However, the app remains unavailable for download by new users. During discussions, Trump proposed a potential joint venture for TikToks U.S. operations. I would like the United States to have a 50% ownership position in a joint venture. By doing this, we save TikTok, keep it in good hands, and allow it to stay up. Without U.S. approval, there is no TikTok. With our approval, it is worth hundreds of billions of dollarsmaybe trillions. TikToks future in the U.S. remains uncertain as legal and operational challenges persist, with the government aiming to address concerns under the Foreign Adversary Controlled Applications Act.

TikTok back in the US: How Trump plans to protect Americas favourite app

Ahead of his second term, Trump announced plans to issue an executive order delaying the ban, which has generated a wave of relief among TikToks vast user base

TikTok warns users of temporary ban in the US

We regret that a US law banning TikTok will take effect on January 19, it notified users.

Worried about the TikTok ban? This is how it might look on your phone

TikTok is just a day away from going dark in the US. How will the service look after the ban? Heres some idea from a country where it is already blocked.

Gukesh D teaches Vishy Anand Gen Z lingo in new Myntra FWD ad

What happens when two chess legends, one a five-time World Champion and the other the youngest World Champion, share the screen? Comedy and style take centre stage in Myntras latest ad for its Fwd collection. Featuring Viswanathan Anand and Gukesh Dommaraju, this ad playfully explores generational differences and fashion choices. View this post on Instagram A post shared by Gukesh (@gukesh.official) The ad film kicks off in a tattoo studio, where Gukesh is getting inked while Anand sits nearby. Anand, ever the mentor, casually asks about Gukeshs experience as the youngest World Chess Champion. Gukesh cheekily offers Anand a chance to touch the World Championship trophy. Anand, not missing a beat, reminds Gukesh of his five trophies, quipping, Do you want to touch four more? The humorous exchange quickly shifts to a new challenge: Anands quest to understand Gen Z slang. Gukesh, hesitant at first, comments on the difficulty of learning it at your stature. Anand tries to prove hes not out of touch, busting out a Michael Jackson pose and declaring, I know Michael Jackson. Unimpressed by Anands retro pop-culture flex, Gukesh suggests a solution updating his wardrobe through Myntras Fwd collection. He explains that his stylish drip (Gen Z for cool outfits) could help Anand connect with younger audiences. Produced by the advertising agency Braindad, the ad blends humour and makes fashion a tool for connection. Gukesh made a social media post about the ad, describing the experience as fun. Wrote and directed this film for Fwd by Myntra featuring the world champions- @DGukesh and @vishy64theking . Produced by us at @braindaddotco but mostly by Devarsh! pic.twitter.com/QJevgLmTFJ vishal dayama (@VishalDayama) January 16, 2025 Viswanathan Anand has been witty presence in advertisements for Subway, Cred and more over the years. However, for Gukesh D, this marks his second brand endorsement, the first being RBL Bank. Gukeshs rise to fame came in December 2024, when he defeated Ding Liren in Singapore to become the youngest World Chess Champion, a title Anand knows well. Gukesh also trains at the WestBridge Anand Chess Academy, co-founded by Anand himself. This shared history adds a layer of authenticity to their onscreen camaraderie.

Josy Paul named jury President for Sustainable Development Goals at Cannes Lions

The Cannes Lions International Festival of Creativity has opened submissions for its 72nd edition, revealing its 2025 Jury Presidents. Josy Paul , Chairperson and Chief Creative Officer at BBDO India, will lead the jury for the Sustainable Development Goals category. Other appointments include Ali Ali, Co-Founder and Film Director at Good People Films, as Jury President for Film Craft Lions, and Beth Keamy, Chief Digital Officer at TBWAMedia Arts Lab, Global, for the newly renamed Social & Creator Lions. Cannes Lions has also redefined its 'Glass: The Lion for Change award', expanding its focus to celebrate creative excellence in social equity across a range of communities, including disability, race, sexuality, and social inequity. KR Liu, Global Head of Disability Innovation at Google, will serve as Jury President for this category. Commenting on the Jury Presidents, Simon Cook, CEO, LIONS , said, We are excited to welcome a diverse and forward-thinking group of leaders who understand the transformative power of creative excellence to drive business growth and impact. All experts in their field, their incredible talent, combined with the commitment and leadership they bring to their roles, ensures the highest levels of integrity and rigor in the judging process. We thank them for all that they will bring to the important task ahead of them in June. The Cannes Lions 2025 Jury Presidents have been announced as follows: Audio & Radio- Xolisa Dyeshana, Chief Creative Officer, Joe Public, Africa and Middle East Brand Experience & Activation- Tara Ford, Chief Creative Officer, Droga5 ANZ and Accenture Song, APAC Creative B2B- Wendy Walker, Vice President Marketing ASEAN, Salesforce, ASEAN Creative Business Transformation- Jane Lin-Baden, CEO APAC, Member of the Global Management Committee, Publicis Groupe Creative Commerce- Gabriel Schmitt, Global Chief Creative Officer, Grey, Global Creative Data- Tina Allan, Global Chief Data and Intelligence Officer, FCB, Global Creative Effectiveness- Andrea Diquez, Global CEO, GUT, Global Creative Strategy- Pats McDonald, Global Chief Strategy Officer, Dentsu Creative, Global Digital Craft- Naoki Tanaka, Chief Creative Officer, Dentsu Lab, Dentsu, Global Direct- Gatan du Peloux, President and Chief Creative Officer, Marcel, France Entertainment Lions- David Rolfe, Global Head of Production, WPP / Hogarth, Global Entertainment Lions for Gaming- Sue Anderson, Vice President, Creative, Roblox, USA Entertainment Lions for Music- Seiya Matsumiya, CEO and Co-Founder, Black Cat White Cat Music, Global Film- Kate Stanners, Chairwoman and Global Chief Creative Officer, Saatchi & Saatchi, Global Film Craft- Ali Ali, Co-Founder and Film Director, Good People Films, Egypt Glass: The Lion for Change- KR Liu, Global Head of Disability Innovation, Google, Global Health & Wellness- Eric Weisberg, Global Chief Creative Officer, Havas Health Network, Global Industry Craft- Matthias Spaetgens, Chief Creative Officer, Scholz & Friends, Germany, Austria and Switzerland Innovation- Courtney Brown Warren, Chief Marketing Officer, Kickstarter, Global Luxury- Mathilde Delhoume Debreu, Global Brand Officer, LVMH, Global Media- Dan Clays, CEO, Omnicom Media Group, EMEA Outdoor- Keka Morelle, Chief Creative Officer LATAM, Ogilvy, LATAM Pharma- Franklin Williams, EVP, Executive Experience Director, AREA 23, an IPG Health company, USA PR- Tom Beckman, Global Chief Creative Officer, Weber Shandwick, Global Print & Publishing- Icaro Doria, President and Chief Creative Officer, DM9, Brazil Social & Creator- Beth Keamy, Chief Digital Officer, TBWAMedia Arts Lab, Global Sustainable Development Goals- Josy Paul, Chairperson and Chief Creative Officer, BBDO, India Dan Wieden Titanium Lions- Judy John, Global Chief Creative Officer, Edelman, Global The Jury Presidents for the Design Lions and Entertainment Lions for Sport will be announced shortly.

The Quick Call: Navigating ASCIs guidelines for LinkedIn influencers

A lot happens in Advertising & Marketing every day, every week, every month; campaigns which move hearts and metrics, news and trends which set the mood of the nation, platform updates which change the course of Advertising now and then. In an industry where change is the only constant, keeping pace can be overwhelming. Social Samosas podcast The Quick Call features Hitesh Rajwani , CEO of Social Samosa Network, in conversation with industry leaders and practitioners who help break down the latest developments in the Advertising & Marketing world and what they mean for you. In this episode, Hitesh gets into a conversation with Manisha Kapoor , CEO and Secretary General of the Advertising Standards Council of India (ASCI) addressing an increasing number of promotional content on LinkedIn. However, in the past week, over 56 cases have been processed for violations, primarily due to non-disclosure of material connections. These non-disclosures potentially breach the ASCI Code, the Guidelines for Influencers in Digital Media, and the Central Consumer Protection Authoritys ( CCPA ) Guidelines. In response, ASCI has issued an advisory for LinkedIn influencers, urging compliance with guidelines requiring disclosure of material connections with brands, services or advertisers they promote. Manisha shares that several professionals have even taken it upon themselves to raise awareness about this issue and ASCI believed it was the right time to issue a reminder. The advisory reinforces the 2021 guidelines introduced for social media influencers, which are media-agnostic and apply to influencers across all platforms. People on LinkedIn may not realise that they're also creating content on behalf of a brand and it's not fair to consumers or readers to not disclose that they have a material connection with the organisation they're talking about. These disclosures ideally need to be mentioned as you start writing, not embedded or buried in a bunch of other hashtags that you're using, notes Manisha. She divulges how ASCI enforces guidelines on influencers and also explores the authoritys proactive measures to educate influencers. These measures offer influencers the tools to align their content with regulatory guidelines and enhance their credibility. This episode of The Quick Call provides valuable insights into the evolving landscape of influencer marketing and measures taken by ASCI to foster a transparent advertising ecosystem.

SastaSundar partners with Kapture CX to revamp customer support strategy

SastaSundar, the healthtech entity in India, owned by SastaSundar HealthBuddy Limited acts as a bridge between users and independent Licensed Chemists to enable users to place their enquiry/indent. The company has onboarded Kapture CX to adopt a more integrated and unied approach to augment its customer experience further. As part of the partnership, the platform will power the company's contact centre with its omnichannel ticketing dashboard that will streamline all incoming inquiries via Email, Call, Instagram, Facebook, Linkedin, Google Playstore, Apple Playstore and more. Subsequently, this will enable the company to scale its operations effectively while maintaining satisfaction levels for customers. Delighted with the implementation , Gaurav Juneja , CRO of Kapture CX said, We are thrilled to partner with SastaSundar to transform their customer support operations. By integrating our advanced CX platform, we look forward to empowering the customer support team with automation and improved visibility to deliver highly ecient and personalised support across channels. Vinay Khaitan of SastaSundar said, At SastaSundar, we believe in delivering exceptional customer experiences as a core of our mission. Integration of Kapture CX is a signicant step towards automating and streamlining our support processes, ensuring faster resolutions and a more unied approach to addressing our customers and sellers needs. Kapture CX has an unied platform which will help agents get visibility by integrating with customer and order data in one place. Apart from this, customer inquiries coming through emails often resulted in several challenges and were considered a pain point. The traditional customer support system lacked visibility into how many emails were coming in. However, the implementation of the centralised dashboard provided deeper insights into email trac, categorising each inquiry intelligently and enabling agents to respond to them, which will improve their FCR signicantly. One key reason for choosing Kapture is the security and privacy it ensures for our customers data, none of their data is stored within the Kapture tool, providing top-notch security and reinforcing trust in our brand, Khaitan added.

Tonic Worldwide appoints Nishant Gopalia as Senior VP-Media & MarTech

Tonic Worldwide has appointed Nishant Gopalia, a seasoned digital marketing professional as Senior VP-Media & MarTech, based out of its Mumbai office. With over 18 years of experience in the digital media landscape, Gopalia has worked with both agencies and brands. In his most recent role with Viacom18, he led the digital media unit for their sports vertical - managing media campaigns for some of their sports events like FIFA World Cup, IPL, BCCI Cricket tournaments. Gopalia's agency experience spans organisations such as GroupM, PHD and Performics, where he gained experience across a diverse range of sectors, including Entertainment, OTT, FMCG, Banking & D2C categories. Commenting on his role, Nishant Gopalia said, I am excited to join the talented team at Tonic Worldwide. The agency is known for its strong association with leading brands, and I am looking forward to driving the media practice alongside exceptional talent and strategic partners. Our goal is to deliver media solutions that not only drive results but also help our clients meet their marketing and business objectives. Commenting on the appointment, Chetan Asher , Founder & CEO, Tonic Worldwide , said, We have been in the process of taking steps to strengthen our media practice and build a stack of MarTech tools that can enhance value for brands in an increasingly ROI driven world. Nishant brings in a unique blend of agency-driven expertise and a deep understanding of brand needs, making him the perfect leader to steer our media unit with rigour & vision, to drive breakthrough innovations and growth.

FMCG brands adjust prices to support kirana stores

Parle-Gs 10 packets may soon vanish from quick commerce platforms as consumer goods firms adjust their strategies to balance neighbourhood store sales with evolving consumer habits. According to reports , Companies like Hindustan Unilever, ITC, Parle Products, and Adani Wilmar are introducing packs tailored to quick commerce platforms, a move executives think will gain traction as the segment grows. Quick commerce has faced criticism from general trade, which accuses these platforms of employing predatory pricing and undermining local businesses. Parle Products has rolled out packs of brands such as Parle-G, Hide & Seek, Krack Jack, and Monaco priced between 50-100 for quick commerce. Small biscuit packs priced up to 30 will remain exclusive to kiranas, while large retail chains like Reliance and DMart will sell packs priced 120-150. ITC has followed suit, launching specific quick commerce packs for products such as Engage perfume, Savlon handwash, and Mangaldeep incense sticks. Adani Wilmar, plans to launch a separate brand for quick commerce, including cooking oils and staples like pulses. These products will be priced slightly higher than those sold in kiranas to reflect the purchasing behaviour of quick commerce users, who typically make higher-value purchases. Hindustan Unilever, has also begun offering separate packs for quick commerce to cater to the growing segment. Rapid growth of quick commerce Quick commerce, initially a platform for last-minute grocery and small-item purchases, is now one of the fastest-growing sales channels, often at the expense of kirana stores. According to Nuvama Institutional Equities, quick commerces contribution to e-commerce sales for consumer goods firms nearly doubled in 2024, reaching 35-40%. A report by Datum Intelligence in November revealed that over 82% of surveyed buyers had shifted at least a quarter of their kirana purchases to quick commerce platforms, with 5% abandoning neighbourhood outlets entirely. Consumers are increasingly using these platforms for bulk monthly purchases, a trend previously associated with larger retail chains. As quick commerce platforms expand, firms are striving to strike a balance between capitalising on the growing segment and maintaining support for traditional retail channels.

Apple pauses AI news alerts following backlash over inaccuracies

Apple has paused AI-generated notification summaries for news and entertainment apps following backlash over inaccurate news alerts. The company plans to re-enable the feature after refining it in future updates. Previously in December, journalism organisation RSF had urged Apple to remove its new generative AI feature following a misleading headline about the murder of United Healthcare CEO Brian Thompson in New York. The BBC had also lodged a complaint with the tech giant after its AI-powered summary tool, , falsely claimed that Luigi Mangione, a suspect in the murder of Thompson, had shot himself. The headline, which was generated by the AI, made it appear that the BBC had published this information, which was not true. Image: Ken Schwencke As part of the latest iOS 18.3, iPadOS 18.3, and macOS Sequoia 15.3 developer previews, Apple has disabled these summaries entirely for affected apps. Additionally, all notification summaries will now appear in italics for easier distinction from regular notifications. Users will also have the option to disable them directly from the Lock Screen. Apple will notify users that the feature is in beta and may contain errors.

Meta allegedly uses pirated content to train AI models

Meta has been accused of downloading materials from an online platform, Library Genesis (LibGen), which is the subject of a copyright infringement lawsuit, to train its artificial intelligence models. The accusation comes as part of a court filing in the ongoing case ' Richard Kadrey et al vs Meta Platforms ,' in which authors, including novelist Richard Kadrey and comedian Sarah Silverman, claim that their copyrighted works were illegally used to train AI models. The filing alleges that Meta downloaded documents from LibGen, a website known for distributing pirated books and other content, despite the ongoing legal challenges it faces from textbook publishers who accuse it of hosting and distributing stolen works. The plaintiffs claim that internal Meta documents reveal a debate over accessing LibGen, with some hesitations about using BitTorrent to download the content, before it was approved by a senior figure within the company. One document filed by the plaintiffs also claims that the company removed copyright notices from materials downloaded from LibGen, possibly to avoid revealing that its models were trained using copyrighted content. Another filing, submitted by Meta, contests these claims, arguing that the use of LibGen was already known and documented months prior. The dispute centres around the plaintiffs attempt to introduce a new legal claim under the California Comprehensive Computer Data Access and Fraud Act, which criminalises the unauthorised access of computers or networks with fraudulent intent. Meta, however, argues that this additional claim is unwarranted. Meta has also rejected claims that it 'distributed' content from LibGen, countering the plaintiffs' assertion that using BitTorrent to download the content constitutes sharing pirated material. The company sought to seal some of the filings, arguing they contained commercially sensitive information, but the court denied the request, with the judge noting that the company's desire to prevent publicity appeared to be the main motive. In a document Meta wanted to seal, an employee acknowledged that media coverage of the use of LibGen could damage the companys position with regulators. Meta's alleged use of LibGen reflects ongoing concerns over the ethical sourcing of training data for AI models, an issue that has sparked widespread debate in the tech industry.

LinkedIn launches campaign on ad targeting accuracy

LinkedIn has unveiled its latest campaign, placing the spotlight on its sophisticated audience-targeting features designed to enhance precision in digital advertising. The campaign underscores LinkedIn Ads' ability to connect advertisers with relevant audiences using advanced AI-powered tools and extensive demographic filters. The platform claims to provide access to over one billion users, enabling advertisers to target audiences based on industry, company, role, and other professional attributes. The platform said in a blog post, LinkedIn Ads has audience targeting capabilities like no other marketing platform. We open the door to over 1 billion users real human beings sharing from both their professional and personal lives. This means that only on LinkedIn Ads can you confidently target and filter audiences based on industry, company, role, and more. The video spot 'Forklift' depicts a forklift awkwardly intruding on a group of financiers, a crowd clearly unsuited for such equipment. In 'Server,' a sleek, modern server is presented to archaeologists at a site survey, missing its intended IT audience entirely. The campaign demonstrates the consequences of poorly executed ad targeting, using creative examples to illustrate mismatched audience scenarios. This approach highlights the importance of accurate targeting in eliminating ad spend wastage, a pressing issue for the B2B sector. By focusing on its audience-targeting strengths, the platorm aims to position itself as a critical platform for advertisers seeking measurable ROI and precise audience engagement.

Wondrlab acquires BigStep Technologies to expand AI capabilities

Wondrlab, Indias platform-first martech network, has announced the acquisition of a majority stake in BigStep Technologies, the Generative AI and Cloud-Native Custom Software Solutions. This is Wondrlabs seventh acquisition to date and its second in the technology domain. Founded in 2008 by Vidit Paliwal and Niranjan Mangal, BigStep Technologies has developed over 700 applications and solutions for more than 500 clients globally. The company focuses on enterprise solutions, with expertise in product engineering, data and AI, cloud and DevOps, and robotic process automation (RPA). Its portfolio includes projects in sectors such as media and entertainment, proptech, SaaS, healthcare, gaming, and BFSI, aimed at addressing industry-specific challenges and improving operational outcomes. This partnership brings BigStep access to Wondrlabs network and a gateway to European markets through its Poland hub.Its leadership team, led by Paliwal and Mangal, will continue to lead BigStep into its next phase of growth. L - R - Rajesh Ghatge, Saurabh Varma, Vidit Paliwal & Niranjan Mangal Commenting on the acquisition, Saurabh Varma , Founder & CEO of Wondrlab , stated, The convergence of data, content, and technology to drive transformation across marketing and business is rapidly accelerating. At Wondrlab, our ambition is to build Indias first network with a singular focus on delivering on our proposition of a full-funnel approach seamlessly to help our clients win in an increasingly fragmented marketplace. The acquisition of BigStep perfectly aligns with our strategy of expanding our capabilities in digital transformation technologies, products, and services. We are excited to welcome BigStep to the growing Wondrlab family. Their expertise in Generative AI and bespoke application development will significantly enhance our ability to deliver impactful solutions globally. Reflecting on this milestone, Vidit Paliwal , Founder & CEO, BigStep Technologies, stated, Joining Wondrlab marks a new chapter for BigStep. Their network and global reach provide us the perfect platform to expand our capabilities and drive innovation for our clients worldwide. The timing is just right for BigStep as we embark on investing significantly in deepening and expanding our AI first solutioning capabilities. Adding his insights, Niranjan Mangal , Founder & COO, BigStep Technologies, said, At BigStep over the last few years besides providing business impacting solutions to clients at large, we have assisted global start-ups in the US build digital products from scratch and scale their technology teams through their GCCs (Global Capability Centers). With the partnership with Wondrlab we are looking at significantly scaling up these offerings to a wider base of clients across US, Middle East and Europe. Adding to this, Rajesh Ghatge , CEO of Wondrlab Technologies, said, At Wondrlab our single-minded focus is to stitch together the best-in-class contemporary solutions for client success, in the everchanging digital landscape. BigStep has capabilities in AI, Cloud, Commerce, enterprise grade digital product engineering and launching large GCC mandates for tech, first companies. These strengths coupled with our global capabilities in Content, Data and Media provide a unique ecosystem across both digital transformation and marketing transformation to our collective clients. We welcome Vidit and Niranjan to join the Wondrlab family. Projects by BigStep A tenant experience platform serving over 1.5 million users globally for CRE and multifamily properties. An AI assistant for a healthcare company, improving patient engagement. A live video commerce SaaS platform helping over 1,000 eCommerce brands achieve a 5x higher conversion rate. A redesigned booking platform for Vivanta Hotels (Taj Group), enhancing user experience.

The Quick Call: A deep dive into Britannias nature-inspired OOH campaign

A lot happens in Advertising & Marketing every day, every week, every month; campaigns which move hearts and metrics, news and trends which set the mood of the nation, platform updates which change the course of Advertising now and then. In an industry where change is the only constant, it can be overwhelming to keep pace. Social Samosas podcast 'The Quick Call' features Hitesh Rajwani, CEO of Social Samosa Network, in conversation with industry leaders and practitioners who help break down the latest developments in the Advertising & Marketing world and what they mean for you. In the inaugural episode, Hitesh gets into a conversation with the representatives from the creative teams at Britannia and Talented, PG Aditiya , Co-founder and CCO of Talented, and Archana Balaraman , General Manager - Marketing at Britannia Industries, to understand the genesis of Britannias Pedh Partnership for Nature Shapes Britannia. The innovative OOH campaign takes the shape of nature, literally. Crafted by the agency Talented, this campaign prioritises nature, letting billboards align with trees and other natural elements. Each billboard is accompanied by a message detailing the companys various sustainability efforts, from plastic neutrality to water stewardship and energy management. Archana shared that the initial brief to Talented was to communicate Britannia's commitment to sustainability and engage consumers in a conversation about sustainability. However, the campaign was meant to be rolled out on Swachh Bharat Divas on October 2 to create topical relevance. Originally, the campaign was meant to feature a message about trees, but Talented's Prashant Gopalakrishnan (PGK), came up with an innovative idea to physically cut billboards in the shape of trees. It was a bold concept that created excitement. However, PG Aditiya notes that the timeline wouldnt work for October 2. After discussing with Archana and Amit, the team requested more time to execute the idea properly. We took the first test slide live sometime in November, the billboards have been up since December and we started talking about it on the internet as soon as we were back from our break. Over the last five to six weeks, we've been getting terrific reception from people on the road who've been seeing it, PG shares. Further, the two speakers delve into how the campaign evolved through multiple iterations, with multiple rounds of copy to simplify and distil the message. PG highlights the inspiration and effort behind the tagline, while Archana explains the synergy between the brand and the agency that enabled the campaigns unconventional presentation. The episode also offers insights into how both Talented and Britannia worked together to craft a campaign that stood out in a crowded OOH space. Catch the first episode of The Quick Call to understand the creativity and inspiration behind Britannias Nature Shapes Britannia campaign, and hear firsthand how the minds behind this OOH initiative are changing the way brands communicate sustainability.

90% of GenAI fraud sites missing from ad blocklists: Report

Generative AI (GenAI) is enabling bad actors to become increasingly sophisticated in digital advertising. A new analysis by the DV Fraud Lab has uncovered a network of over 200 properties that include mostly AI-generated, ad-supported 'AI slop' sites. These sites often mimic legitimate publishers, posing threats to ad spend and campaign performance. Dubbed Synthetic Echo in the report, the network highlights the growing challenges of the GenAI era and the urgent need for advanced tools to combat fraud and low-quality inventory. The Network: AI-generated and deceptive Monetised through a variety of sell-side platforms (SSP) and exchanges, the sites within Synthetic Echo show minimal human oversight, according to the report. Moreover, it includes deceptive URLs like espn24.co.uk, nbcsportz.com, nbcsport.co.uk, cbsnewz.com, cbsnews2.com, bbcsportss.co.uk, 247bbcnews.com, foxnigeria.com.ng and more. Designed to mislead ad tech vendors and buyers by mimicking reputable publishers. While the domains may initially seem credible, their focus is on churning out low-quality, AI-generated content to drive ad revenue. Leading brands, both B2B and B2C, were found running ads on these sites, likely unaware of the questionable inventory. Reliant on plagiarism, sports and clutter Last year, 1,000 advertising leaders were surveyed globally and it was found that over half (54 percent) believe GenAI significantly harms media quality. The GenAI slop sites in Synthetic Echo further erode trust in programmatic media buying, diverting ad budgets from quality publishers to low-quality or fraudulent inventory. In addition to this direct financial loss, ads on these sites can damage a brands reputation by associating it with untrustworthy and poorly made content. While AI-generated sites may rely entirely on AI to produce believable articles at scale, they also regularly scrape and plagiarise content from legitimate publishers. For example, one AI-powered site analysed, nbcsportz.com, copied and rewrote content from Bleacher Report, with ads from top retailers appearing next to the plagiarised content. Notably, dozens of sites within the network use terms like 'sports' or 'sport' in their URLs, capitalising on the perception of sports content as 'safer' or 'more suitable' than traditional breaking news. However, as this network demonstrates, simply being sports-focused does not inherently justify ad spend. It also underscores the need for more discerning evaluation and a reconsideration of the value of news, which is undervalued . Unsurprisingly, the user experience on these sites is poor, which negatively impacts campaign performance for any human visitors. AI-generated slop sites worsen the issue by overcrowding their pages with ads, creating a frustrating and cluttered reading experience. This highlights the need for tools that help brands avoid unsuitable or harmful placements, based both on content and overall presentation. The Solution: GenAI low-quality avoidance and real-time protection Some advertisers attempt to address this issue by relying on exclusion lists to block known low-quality sites. However, due to GenAI, these lists struggle to keep pace with the rapid creation of new domains. For example, DV recently reviewed a popular blocklist from a leading demand-side platform (DSP) and found no reference to over 90% of the GenAI sites that are tracked today, including no blocking of the sites featured in this report. This is why relying on static lists to combat a dynamic and evolving threat landscape is challenging. Unlike other solutions that require manual list updates, the avoidance solution is kept up-to-date dynamically and automatically. To address the growing challenge of low-quality GenAI content, the platform developed tools to identify and avoid AI-generated slop sites before they impact advertiser budgets. DVs GenAI solution enables advertisers to integrate post-bid monitoring within their brand suitability profile while utilising DV Authentic Brand Suitability across major DSPs for pre-bid avoidance. The tool aims to help advertisers minimise spending on low-quality inventory and focus on placing ads in credible and relevant environments. Its important to note that, like any cybersecurity mechanism, pre-bid tools are not 100% infallible, as they are constantly updated to respond to an evolving threat landscape and rely on appropriate user settings and preferences. However, without these tools, billions of advertising dollars are wasted every year. Evolution Is a necessity The Synthetic Echo network is a clear reminder to us all that fraudsters are always innovating. By mimicking legitimate publishers and exploiting perceived safe zones like sports content, bad actors are finding new ways to deceive advertisers. As the industry becomes more reliant on automation and AI, its crucial to implement multi-layered verification processes to protect ad spend and maintain consumer trust. DV remains committed to staying ahead of these threats, providing advertisers with the tools they need to navigate an increasingly complex ecosystem. With solutions like GenAI Avoidance, were empowering brands to safeguard their campaigns and ensure that every impression counts.

LinkedIn launches AI tools to help job seekers and SMB's

LinkedIn is rolling out new AI-powered tools aimed at helping job seekers and smaller businesses streamline the recruitment process. The first feature, Job Match , enhances job listings by offering personalised insights on how well a users skills align with the requirements of a job. It provides tailored suggestions for improving your chances, including resume tips, relevant courses, and even cover letter guidance. Premium users will gain access to additional insights, such as a categorical match rating and comparison with other applicants. Job Match feature Alongside this, LinkedIn introduced its Recruitment AI Agent , designed to simplify the hiring process for small and medium-sized businesses (SMBs). This tool offers a user-friendly interface to post jobs, connect with candidates, and evaluate applicants, ensuring a more efficient and customised experience. Recruitment AI agent As explained by LinkedIn, For job seekers, this unlocks the ability to target the right job opportunities by knowing where you stand.Job seekers will see a full match summary explaining how the qualifications from their profile match up every required and preferred qualification on the job - within seconds. This will help you target jobs where your skills and experiences match what the hirers are looking for. Both features aim to enhance the job search and hiring experience in 2025, with Job Match rolling out in English globally, and other languages coming soon.

#SS40Under40: Unveiling the winners of the fifth edition

Social Samosa is proud to present the 40 Under 40 Class of 2024-2025, the visionaries shaping todays ideas and building tomorrows future in the Indian advertising and marketing ecosystem. These individuals have broken barriers, challenged norms, and established benchmarks that will inspire generations to come. After a rigorous selection process, our jury panel identified these exceptional professionals from a diverse pool of talent, each contributing a unique perspective to the industry. The 40 Under 40 initiative celebrates and honours the leaders and innovators who have driven growth, created unicorns, and expanded the ecosystem in meaningful ways. It is a recognition of their ability to think big, act boldly, and lead with impact. From entrepreneurs and executives to creatives and community leaders, the 40 Under 40 Class of 2024-2025 embodies innovation, resilience, and progress with their achievements inspiring us all to dream bigger, work harder, and aim higher. Join us in celebrating the Social Samosa 40 Under 40 Class of 2024-2025; celebrating the individuals who are not only shaping their industries today but are also crafting a vision for tomorrow. Their dedication, creativity, and impact light the way for a promising future. Thanks to our gifting partners I ndus Valley Organic , Samskara Home , Farmley and Engage Perfumes .

Zahid Gawandi joins hBits as Director Brand & Marketing

hBits , the investment platform for commercial real estate, has appointed Zahid Gawandi as its Director Brand & Marketing. With over two decades of experience in crafting and executing marketing strategies, Gawandiis set to lead hBits brand transformation and market expansion, bolstered by the companys recent 40 crore fundraise. Gawandi brings experience across sectors including fintech, BFSI, FMCG, consumer durables, and automobiles. His career includes roles at advertising agencies such as Dentsu and Hakuhodo, where he gained experience in international marketing practices. Most recently, as Vice President and Head of Marketing & Corporate Communications at SBI Securities Ltd, he led a rebranding initiative. His portfolio includes launching brands like Reliance Money and contributing to growth strategies for GMoney, Spice Group, and Destimoney Group. Beyond his corporate achievements, Gawandi is a speaker and guest faculty at several business schools, where he shares insights on brand strategy and digital marketing. A marathoner and fitness enthusiast, Gawandi participates in international marathons. Shiv Parekh , Founder and CEO of hBits, commented: With our recent 40 crore fundraise, hBits is poised for exponential growth. Zahids strategic vision and expertise in marketing and brand building will be instrumental in positioning hBits as the preferred Proptech platform for fractional ownership of premium commercial real estate. Samir Bhandari , Co-Founder of hBits, added: Zahids extensive experience in BFSI, his grasp of global marketing dynamics, consumer insights and his ability to inspire teams make him an invaluable asset to hBits. His marketing acumen will undoubtedly propel us toward even greater success . At hBits, Gawandi will lead the development and implementation of integrated marketing strategies designed to enhance brand awareness, drive client acquisition, and elevate investor engagement. His focus will include amplifying product narratives, leveraging digital campaigns, and fostering cross-functional collaboration to deliver value-driven solutions for investors seeking innovative and secure asset classes.

Shriram Housing Finance becomes Truhome Finance after acquisition

Shriram Housing Finance, a player in India's housing finance sector, has announced the launch of its new brand identity, Truhome Finance. The rebranding follows its acquisition by Warburg Pincus and its co-investors, including QIA, Qatars sovereign wealth fund. As part of the agreement, Shriram Finance Group received an investment of 1,225 crore, helping the Company augment its net worth to over 3,300 crore. Truhome Finance, the new brand identity, reflects the companys commitment to delivering quality service while supporting the aspirations of homeownership for many. The rebranding highlights the company's focus on providing affordable housing finance to underserved communities. Aligned with its vision of empowering individuals to achieve their homeownership goals, the new identity emphasises financial accessibility and aims to be a transparent, trustworthy, and supportive partner for people from all socio-economic backgrounds. Truhome Finance also seeks to create lasting value for its stakeholders. We are thrilled to unveil our new brand, Truhome Finance, which reflects our strategic vision and forward- thinking approach, said Ravi Subramanian , MD & CEO Truhome Finance. While our name has changed, our core mission remains the same, to make affordable home loans accessible to every individual together with our commitment to quality and customer satisfaction. This rebranding marks a new chapter in our journey and positions us for greater growth and success, he added. Subramanian reiterated, Our customers will continue to enjoy the same great products and services they know and trust. The Company's leadership team and contact information will remain unchanged, ensuring seamless continuity in all business operations. Our new brand identity represents not just a name change, but also an evolution of who we are and what we stand for. We are excited to continue serving our customers and partners under the banner of Truhome Finance, as we set our sights on the future. As an organization, we have always strived for TRUENESS in everything we do: to be TRUE to our customers, stakeholders, regulators, employees, and above all be TRUE to our conscience. The core fabric of our organization is now reflected in our brand name Truhome Finance. We are thrilled to embark on this new journey with Truhome Finance, a trusted brand and leader in the affordable housing finance sector. This acquisition aligns seamlessly with our mission to drive financial inclusion and support the aspirations of underserved communities. Together, we aim to scale up operations, enhance offerings, and make homeownership a reality for countless families across India. said Narendra Ostawal , Managing Director & Head of India Private Equity, Warburg Pincus.

The anatomy of agency mergers

In the corridors of the advertising world, the latest buzzword isn't about a breakthrough campaign or a revolutionary AI tool. It's Leo. This newly formed entityborn from the merger of Publicis Groupes iconic Leo Burnett and Publicis Worldwideis making waves as much for its formation as for what it symbolises: a shift in the advertising landscape. Arthur Sadoun, Publicis Groupe's CEO, heralded Leo as HI meets AIa poetic alignment of human insight and artificial intelligence. The industry is watching closely as Leo strides forward with the dual promise of timeless creativity and cutting-edge technology. But while this high-profile merger captures headlines, it also raises questions. How do such consolidations reshape agencies? What happens to clients and creatives when giants join forces? And perhaps most critically, how does the industry grapple with conflicts of interest and cultural alignment in the wake of these changes? This isnt uncharted territory. WPPs 2023 consolidation of Wunderman Thompson and VMLY&R to form VML mirrors Publicis recent moves. These mergers are part of a larger trendindustry titans racing to build leaner, more versatile teams while vying for advertisers' wallets against tech juggernauts. However, beneath the sheen of corporate press releases lies a complex web of motivations, challenges, and outcomes. In the advertising world, where creativity is king and client relationships are currency, mergers can be as tricky as walking a tightrope blindfolded. But when done right, they can also be revolutionary, offering agencies and clients a toolkit of unparalleled capabilities. The puzzle pieces of M&A Every merger begins with a question: Can we be greater than the sum of our parts? As Rehan Dadachanji , Co-founder of The Starter Labs, puts it, A typical merger or acquisition is like solving a massive puzzle. Whether driven by the need for operational efficiencies or geographic expansion, the motivations are as varied as the entities themselves. For advertising networks, M&A often revolve around synergies that enhance service capabilities. Danish Malik , Co-Founder and CEO of Boomlet Group emphasises that these decisions are fueled by the pursuit of niche expertise, market reach, or operational efficiency. He explains, Mergers often start with identifying synergies, followed by due diligence, negotiations, and integration planning. For instance, when Publicis formed Leo, it wasnt just about efficiency; it was touted to be a strategic effort to counter the looming dominance of big tech. As Sadoun put it, the goal was to bring human vision to the forefront of AI-driven ad solutions. On the flip side, mergers can also stem from a need to de-risk. Rohan Bhansali , CEO and Co-founder of Gozoop Group points out that selling to a network is often a hedge against future uncertainty. However, he warns of a hidden trap: Agencies selling for valuation alone often end up prioritising short-term gains over long-term brand-building. Mergers like Publicis' creation of Leo or WPPs formation of VML underscore a growing need for agencies to consolidate creative, technological, and data-driven capabilities. Anand Bhadkamkar , CFO & COO of LS Digital, stresses that advertising remains a people business despite advancements in AI. Mergers should prioritise alignment of creative cultures alongside operational efficiencies, he advises. Global agencies often acquire smaller firms to expand their geographic footprint. Malik notes that acquisitions in emerging markets like India or Southeast Asia are often driven by the need to cater to local nuances. An agency that understands cultural contexts can craft campaigns that resonate deeply, he explains. Managing clients post-merger Client management in the aftermath of a merger is a delicate dance, balancing continuity with the need to showcase new capabilities. The stakes are high, as disruption can lead to client churna risk that networks cannot afford in an already fragmented industry. The approach to client redistribution varies widely. Some networks adopt a centralised strategy, while others lean on individual agency expertise. Dadachanji explains, Post-merger, clients are distributed based on who can deliver the best results, often aligning with an agencys unique strengths. Malik adds, Its not a one-size-fits-all approach. Some clients value continuity, while others want to leverage the broader capabilities of the merged entity. For clients, mergers can feel like being caught in a riptide. Clear communication becomes critical. Malik highlights the importance of sharing detailed action plans, while Dadachanji emphasises continuity, noting that retaining the same account managers can make a significant difference. Go the extra mile, he advises, to ensure clients feel valued and supported throughout the transition. Bhansali recalls a scenario where Gozoop acquired a competing agency and had to manage conflicting brand clients. We sat down with both parties and outlined our ethical protocols, he shares. The key was transparency and creating comfort zones for both clients. Conflicts of interestlike managing competing brands within the same categoryadd another layer of complexity. Malik explains how networks implement firewalls to maintain confidentiality. Bhadkamkar stresses, Adhering to ethical standards isnt just good business; its essential for trust. In some cases, you may need to part ways with a client to uphold those standards. Legacies and lessons Mergers are not without their pitfalls. While the promise of enhanced capabilities and expanded market presence is enticing, the long-term impacts hinge on execution. Successful mergers can bolster a networks reputation. Dadachanji likens it to upgrading from a Swiss knife to a full toolkit, offering clients a broader range of services. The ability to offer a full suite of capabilities is a compelling value proposition, he notes. However, Bhansali cautions against losing sight of an agencys essence, citing the fate of Indian stalwarts like Taproot as a cautionary tale. I think these mergers often have a negative impact on the industry as a whole. The entrepreneur's focus shifts to valuation and exit, prioritising short-term gains over long-term brand-building. This narrow focus on margins and short-term goals ultimately harms the agency. Over time, agencies lose their essence and fail to sustain their legacy. The long-term impact on mergers becomes negative as they kill agencies such as Taproot, a name Ive historically looked up to, and we all know where that stands today. he shares. Bhansali remarks, Its unfortunate that 80% of Indian brands advertising is controlled by global networks. This dominance of networks is detrimental to Indian advertising and needs to change. Bhadkamkar underscores the importance of cultural alignment in ensuring a mergers success. Poorly managed integrations can lead to discontent and reputational damage, he warns. But those prioritising strategic objectives and clear narratives can establish a competitive edge. The consolidation trend reflects an industry-wide response to the growing dominance of tech companies in advertising. With pureplay digital advertising projected to account for nearly 77% of total ad spend by 2029, traditional agencies must adapt or risk obsolescence. Mergers like Leo and VML signal a concerted effort to strengthen capabilities. Dadachanji believes this is the future: Agencies must evolve from creators of campaigns to orchestrators of ecosystems. Mergers are a step in that direction. Mergers and acquisitions in advertising are more than just boardroom deals; theyre a high-stakes game of chess with the industrys future at stake. Success lies in blending humanity with innovation, all while navigating the choppy waters of client relations and cultural integration. For agencies contemplating a merger, the lessons are clear: focus on synergies, prioritise client trust, and never lose sight of the creative soul that defines advertising. After all, the true magic of this industry lies not in numbers or algorithms but in its ability to connect, persuade, and inspirea human endeavour amplified, not replaced, by AI.

Supreme Court warns states over inaction on misleading ads

The Supreme Court on Wednesday cautioned states about initiating contempt proceedings for failing to act against misleading advertisements. A bench led by Justice Abhay S Oka criticised the Delhi governments explanation, citing challenges in identifying offenders, as peculiar and requested status reports from other states on actions taken in response to complaints. Compliance reviews for Andhra Pradesh, Delhi, Goa, Gujarat, and Jammu & Kashmir have been scheduled for 10 February. The bench stated that any non-compliance by states and union territories could lead to proceedings under the Contempt of Courts Act, 1971, against the concerned states. Contempt case against IMA president closed In a separate matter, the Supreme Court closed contempt proceedings against Indian Medical Association (IMA) president R.V. Asokan after he issued an unconditional apology for comments made in April 2024. The court had earlier directed Asokan to publish an apology in leading newspapers for criticising the apex courts suggestion that allopathic doctors address unethical practices in modern medicine. Asokans remarks, made during an interview, described the court's suggestion as 'unfortunate' and claimed it had 'demoralised' the medical community, prompting the contempt proceedings. The court is also hearing a petition filed by the IMA against advertisements by Patanjali that disparaged allopathy and made claims of curing specific diseases. Yoga guru Ramdev and his associate Balkrishna, along with Patanjali, have already apologised for the advertisements.

Rishabh Ratnu named Vice President at Madison Turnt, Delhi

Madison Turnt , an experiential marketing unit of Madison World, announced the appointment of Rishabh Ratnu as Vice-President, heading Madison Turnts Delhi Branch. He will be reporting to Sunny Vohra, CEO, Madison Turnt & Anugrah Madison. Ratnu brings over 20 years of experience in advertising and experiential marketing, focusing on revenue growth and client relationship management. He has worked across creative and strategic roles throughout his career. Outside of work, he enjoys outdoor activities such as off-roading and mountain biking. Sunny Vohra , CEO, Madison Turnt & Anugrah Madison , shared, Rishabhs deep industry knowledge and proven leadership will be a tremendous asset to our team. We are confident that his vision and expertise will help us achieve new heights. Sharing his excitement, Rishabh Ratnu, Vice President, Madison Turnt, said , I am excited to join Madison Turnt and look forward to contributing to its growth and success. I believe in the power of innovation and strategic thinking to deliver exceptional results and Im eager to work with the team to continue driving forward-thinking solutions for our clients.

Akshat Trivedi joins Enormous as National Creative Director West

Enormous Brands has announced the appointment of Akshat Trivedi as National Creative Director - West. Trivedi joins the agency from The Womb where he was Creative Partner and among the ones behind the Fogg and Saregama Carvaan ad campaigns. In his new role, Trivedi will lead the creative vision for the company in the region by driving campaigns and fostering a culture of creativity across client portfolios. His responsibilities include mentoring creative talent, and ensuring the agencys work exceeds the expectations of todays discerning audiences. Commenting on the appointment, Ashish Khazanchi , Managing Partner & CCO at Enormous Brands, stated: Akshats work speaks volumes. His ability to blend compelling storytelling with a nuanced understanding of consumer behaviour sets him apart. At Enormous, were committed to redefine creativity in the industry, and Akshats leadership will be instrumental in this journey. Trivedi brings experience from Ogilvy, Ibs Fulcro, and The Womb, where he worked on campaigns for brands including Fogg, Saregama Carvaan, Piramal Finance, Star Plus, Astral, Vicco, Cadbury Perk, and Mumbai Indians. At Ibs Fulcro, he contributed to campaigns for UPI, Kotak, and Bajaj Electricals, combining experience in digital and mainline creative strategies. Speaking on his new role, Akshat Trivedi said, As I write this, it has already been a few days working with the super talented bunch of people at Enormous. Their minds are always buzzing with ideas and their hearts not only applaud individuals in the team but also celebrate great advertising work, no matter which agency or place they come from. I believe it comes from or rather multiplies by the way Ashish thinks and feels about advertising. I am thrilled to be a part of the Enormous team and look forward to creating great work together. Beyond advertising, Trivedi is also a storyteller. He co-wrote the screenplay and dialogue for the feature film Trial Period, which was nominated for Best Original Screenplay and Best Dialogue at the Filmfare OTT Awards.

OpenAI brings virtual assistance to ChatGPT

OpenAI announced on Tuesday that it has introduced a beta feature called 'Tasks' to its ChatGPT platform. This marks the company's entry into the competitive virtual assistant market alongside Apples Siri and Amazons Alexa. Today were rolling out a beta version of tasksa new way to ask ChatGPT to do things for you at a future time. Whether it's one-time reminders or recurring actions, tell ChatGPT what you need and when, and it will automatically take care of it. pic.twitter.com/7lgvsPehHv OpenAI (@OpenAI) January 14, 2025 Tasks will allow users to schedule actions such as one-time reminders for events like concert ticket sales and recurring updates, including daily weather forecasts or weekly news briefings. ChatGPT will also suggest tasks based on ongoing user conversations, though users retain the ability to accept or decline these suggestions. The move comes as AI firms continue to attract significant investment, a trend ignited by ChatGPTs debut in late 2022. This boom prompted Amazon to update its decade-old Alexa service with generative AI capabilities to stay competitive. In December, Amazon CEO Andy Jassy revealed that a revamped version of Alexa, capable of taking autonomous actions without user prompts, is expected to launch in the coming months. Apple, meanwhile, has been integrating its 'Apple Intelligence' technology into Siri. As part of a collaboration with OpenAI, Siri will leverage ChatGPTs capabilities, seeking user consent before engaging the service. OpenAI plans to roll out the beta feature to Plus, Team, and Pro users globally in the coming days, starting with its web platform.

Dr. Bhaskar Das, media veteran and mentor, passes away

Dr. Bhaskar Das, a distinguished figure in Indias media and advertising industry, passed away on January 15 after a prolonged battle with cancer. Known for his visionary leadership, Dr. Das was instrumental in shaping the growth and direction of several media organisations, leaving behind an enduring legacy. Dr. Das began his career in 1980 as a management trainee at Bennett, Coleman & Co. Ltd. (BCCL). Over the years, he rose through the ranks, ultimately becoming the President of BCCL, where he played an important role in driving the companys financial growth. His efforts in streamlining advertising strategies and fostering business innovation left a significant mark on the organisation. His leadership extended beyond corporate success, he cultivated an environment that encouraged collaboration and innovation, giving many individuals the opportunity to shine. Colleagues from across the industry remember him for his mentorship and ability to inspire others. In a podcast with Gautam Shelar, Dr. Das shared insights on how he successfully convinced clients like Amul, Madura Garments, and Britannia. He recalled how, despite Amuls initial reluctance, he used data-driven insights and a fresh approach to win their trust, ultimately securing a Rs 5 crore deal. Dr. Das also made significant contributions to academia. He was a sought-after speaker at renowned institutions such as Harvard Business School, MIT, IIM, and MICA, where he shared his expertise on media, business strategy, and leadership. Additionally, he served as a professor at S.P. Jain Institute of Management and Research, where he helped shape future leaders in the media and entertainment sectors. Beyond his corporate and educational achievements, Dr. Das was deeply committed to enhancing the media landscape. His legacy is one of excellence, mentorship, and leadership, influencing not only the organisations he led but also the broader media and advertising industry. Dr. Dass passing marks the end of an era in Indian media, but his contributions will continue to inspire across the industry for years to come.

Meta to trim 5% of workforce citing performance concerns

Meta Platforms Inc. reportedly plans to reduce approximately 5% of its workforce, targeting its lowest performers, while intending to recruit for the affected positions later this year, a company spokesperson confirmed on Tuesday. CEO Mark Zuckerberg has also cautioned employees about further layoffs in 2024, emphasising the need to aise the bar on performance management. In an internal memo shared on the companys Workplace forum, Zuckerberg stated that Meta has made the decision to move out low performers more swiftly. The company will lay off 3,600 employees as part of this initiative. Image: Reditt As of 30 September, the Facebook parent company employed more than 72,000 people. The company has been undergoing restructuring since 2022, resulting in 11,000 job cuts. In 2023, Zuckerberg dubbed it the Year of Efficiency, announcing an additional 10,000 redundancies. Meta recently discontinued its U.S. fact-checking programme and relaxed restrictions on discussions around divisive topics, including immigration and gender identity, responding to conservative criticism ahead of Donald Trumps return to the U.S. presidential stage. Like other technology firms, including Cisco and IBM, Meta has shifted its focus to artificial intelligence, investing billions in AI-related infrastructure. The company anticipates rising expenses this year to support its AI initiatives.

AI-Powered Advertising: How brands can scale content production without breaking the bank

If you are a brand manager or brand owner, you must already be sick and tired of hearing this line: Create & share engaging content consistently to capture and retain consumer attention. Every other person is now a brand guru or a content marketing expert, and they are all telling you about visual hooks, slick production hacks, and the best times to post. But you have a finite budget. And when it comes to content production, your budgets are shrinking each year, with the lions share getting allocated to paid media. That makes the consistent creation of engaging content an uphill task. Especially, when your brands content is competing with a daily upload of 700,000 hours of videos on YouTube, 72 Million photos on Instagram, and 1 billion stories on Facebook. Heres an analogy I often use to describe the brand managers predicament. Earlier, running a brand used to be like flying a hot air balloon over Cappadocia. Get the right fuel, paint it bright, add your message, and you will be assured that people will spot it. Sure, you were competing for eyeballs with many other balloons in the sky. But to increase your visibility, you could simply change the colours, add some fairy lights, rethink your message, and if nothing else worked increase your font size! But as a brand manager today, its more like being responsible for one tiny, twinkling star in the night sky. The people looking up at the sky have a billion other things to look at. They dont care how big you are, or what promise you hold for them. They keep shifting their gaze, scrolling across an infinite TikTok feed of shiny, bright objects with the attention span of a goldfish. The AI Meteor Shower To stand out in that cluttered night sky, you need a meteor shower of high-quality, engaging, sharable content. Thankfully you are a brand manager living in 2025. Which means you have access to Artificial Intelligence. With AI you can rethink how you look at content. Ask your team and your creative agency partner to go wild with their ideas. Their ideas, scripts, and visual treatments are no longer constrained by shoot budgets and VFX costs. AI has an answer for almost everything. End your stock media subscriptions. Stop thinking of studio costs, camera rentals, and model/actor hires for shooting video. Encourage your team to think of execution at an epic scale, across different locations, with unique execution styles. Experiment with claymation, with 3D animation, with drone shoots, with underwater shots, with synth human actors, with multi-lingual visual dubbing, with Hollywood-quality visual effects. All of this is now possible with a workflow that combines image generation tools like Midjourney , video generation platforms like RunwayML , voice generation tools like ElevenLabs , multi-lingual lip sync services like VisualDub , and more. As a brand owner, you need to look at AI as a way to replace traditional content production workflows. Not as a substitute for your creative agencies. Encourage your agency to either explore AI tools or to partner up with a specialised AI Content Studio. Your AI-powered content plan should now have highly differentiated, ownable content pieces across static, motion loops, catalogue content, social media reels, and cinematic videos. Your content production budget can still remain the same. Focus on using AI to increase the quality of the content you produce. In content, AI simply replaces the camera. Not the people behind it. Ideas are brandfuel. AI is just the accelerant. This article is penned by Dipankar Mukherjee , Co-Founder & CEO, Studio Blo. Disclaimer: The article features the opinion of the author and does not necessarily reflect the stance of the publication.

Publicis Worldwide and Leo Burnett unite to form Leo

Publicis Groupe has announced the merger of its creative networks, Leo Burnett and Publicis Worldwide, into a new entity called 'Leo.' The development is part of the companys strategy to strengthen its position in a rapidly evolving advertising landscape dominated by technology and artificial intelligence (AI). Arthur Sadoun, chairperson and CEO of Publicis Groupe, introduced Leo in a video announcement, describing it as a union of human insights and ideas amplified by data and technology to do more, faster, everywhere. According to GroupM's year-end global advertising forecast , 'This Year Next Year,' pureplay digital advertising (excluding CTV and digital OOH) is expected to grow by 10%, making up 72.9% of total advertising in 2025 and rising to 76.8% by 2029. A December 2024 report by consultancy firm Bain revealed that leading retailers, including Amazon and Walmart, implemented AI-powered targeting campaigns during the holiday season, achieving a 10% to 25% increase in ad spend returns. This trend highlights the growing competition agency holding companies face as they consolidate operations and streamline teams to contend with tech giants for advertisers' budgets. Sadoun has described Leo as the fusion of the human vision of the Leo Burnett network and the innovation of Publicis Worldwide. He characterises the new entity as HI meets AI, combining human insights and ideas amplified by the data and technology to do more, faster, everywhere. Leadership structure Leo will bring together 15,000 creatives across 90 countries under a unified leadership. Marco Venturelli and Agathe Bousquet will serve as co-presidents, while Gareth Goodall has been appointed chief strategy officer. Andrew Bruce , CEO of Publicis Groupe Canada, will also assume the role of chairman for Leo North America. Carla Serrano/Marco Venturelli/Agathe Bousquet/Gareth Goodall In India, Leo Burnett will continue to be led by CEO Amitesh Rao , with Vikram Pandey and Sachin Kamble as its chief creative officers. Rajdeepak Das will serve as chairman for Leo Burnett South Asia and chief creative officer for Publicis Groupe. Publicis Worldwide India will remain under CEO Paritosh Srivastava , managing director Oindrila Roy, and national creative director Aman Mannan . Carla Serrano , Global Chief Strategy Officer of Publicis Groupe, stated, Through Leo, we are doubling down on our strategy of strong creative brands, connected to the industrys only data, media and tech ecosystem. With Publicis as the global group brand we all rally to, we are now accelerating on the Power of One, turning two networks into one constellation. Agathe Bousquet, co-president of Leo and president of Publicis France, added, At Publicis, we have demonstrated time and again the power of the Power of One. Leos global spirit will live and breathe at the local level, with outstanding creative and strategic talent turbocharged by best-in-class data and technology through our country model, to create truly bespoke models for its clients. Marco Venturelli, co-president and chief creative officer of Leo, commented, Weve never had so many tools to better understand people and connect with them. Nevertheless, creativity still is, and forever will be, a messy human process. Leo will be a true global community of creative and strategic talents, connected together for a more human way of creating at scale. Arthur Sadoun, chairperson and CEO of Publicis Groupe, remarked, I have had the privilege of leading both Publicis Worldwide and Leo Burnett. Since then, other iconic names have disappeared, but I have never believed that creative efficiency should mean fewer brands and fewer operations. It is about big ideas from creative minds that are nurtured by strong agency culture to have an impact on our clients business. In todays world, it is also about more collaboration and more access to capabilities. Thats exactly what Leo stands for. By unifying the spirit and talent of these global creative communities, Leo will be bigger, stronger and on more doors than ever.

Cheil's Experience Commerce secures Tata MenCan's social media mandate

Experience Commerce, the digital agency within the Cheil Network, has secured the annual social media mandate for Tata MenCan, a non-profit initiative by the Urology Disease Management Group of Tata Memorial Centre. This mandate is part of a CSR initiative by Western Refrigeration. Tata MenCan focuses on raising awareness about prostate, testicular, and penile cancers while addressing stigma and gaps in healthcare infrastructure. The initiative provides comprehensive support, including financial assistance, psychological counselling, rehabilitation, and skill development. With plans to establish a Centre of Excellence at Tata Memorial Centre, Tata MenCan aims to improve early detection, treatment, and research in urological cancers. The partnership focuses on driving education and awareness campaigns to normalise critical conversations around male cancers. Experience Commerce will manage Tata MenCans social media presence across Facebook, Instagram, YouTube, LinkedIn, and Twitter. The agency will lead strategic campaigns, create digital content, and optimise social media outreach to amplify MenCans message and encourage meaningful engagement.. Tata MenCan is more than an initiative, its a movement to transform the way male cancers are perceived and addressed in India, said MSR Murthy , Project Manager, Tata MenCan . Through this partnership with Experience Commerce, we aim to reach wider audiences, break stigmas, and ensure timely support for those affected. Bhawana Daga , Vice President - Growth, Experience Commerce , said, We are honoured to collaborate with Tata MenCan, a cause-driven initiative that seeks to bring about a meaningful change in the healthcare space. Our aim is to amplify their voice and create conversations that matter, ensuring widespread awareness and engagement through innovative campaigns. At Western Refrigeration, we believe in aligning our business goals with a higher purpose. Partnering with Tata MenCan reaffirms our commitment to building a sustainable future and supporting causes that matter. Together, we aim to create a lasting impact by raising awareness and fostering a healthier society. Sneh Thanvi , Marketing Manager, Western Refrigeration . This collaboration comes at a pivotal moment as the incidence of male-specific cancers rises. Tata MenCans initiatives to normalise conversations, educate the public, and offer holistic patient care will be enhanced through strategic digital storytelling and community engagement. The partnership aims to break stigmas, educate communities, and support patients and survivors, fostering a healthier and more informed future.

EU Considers Expanding Probe Into Elon Musks X, Digital Chief Says

EU may expand its probe into whether Elon Musks X breached its content moderation rulebook. The commission has accused the platform of failing to tackle illegal content and disinformation.

China Said to Discuss Sale of TikTok US to Elon Musk as One Possible Option

Beijing officials strongly prefer that TikTok remains under the ownership of parent ByteDance Ltd., the people say, and the company is contesting the impending ban with an appeal to the US Supreme Court. But the justices signaled during arguments on January 10 that they are likely to uphold the law.

OpenAI calls for strategic AI regulations in latest blueprint

OpenAI has released a new 'economic blueprint' outlining its vision for AI policy, aiming to guide future collaboration between the U.S. government and its allies. The blueprint, which includes input from Chris Lehane , OpenAIs VP of global affairs, stresses the need for the U.S. to secure significant investments in chips, data, energy, and talent to maintain its global leadership in AI. The U.S. government can pave the road for its AI industry to continue the countrys global leadership in innovation while protecting national security, Lehane writes. The proposal highlights the challenges posed by state-level AI regulations, noting that in 2024, nearly 700 AI-related bills were introduced, some of which conflict. The company criticises the U.S. governments reliance on state laws, describing the situation as 'untenable.' The company's CEO Sam Altman also voiced concerns over the effectiveness of existing federal laws such as the CHIPS Act, which he believes has not achieved its intended goals. To address these issues, the company calls for increased federal funding in energy, particularly renewable sources, to support the growing demand for data centres. The blueprint also recommends developing best practices for AI deployment, strengthening national security measures, and expanding export controls to protect U.S. technology from adversary nations. The company further advocates for a voluntary framework for AI model safety standards and calls for policies that balance copyright protections with the need for publicly available data for training AI models. The company argues that AI developers should be able to use publicly available information, a point that has sparked controversy amid ongoing lawsuits over the use of copyrighted materials. OpenAIs efforts signal its growing influence in shaping U.S. AI policy, with the company increasing lobbying expenditures and bringing former government officials into its executive ranks.

Meta rolls out initial phase of community notes

Meta is preparing to launch Community Notes on Facebook and Instagram, replacing third-party fact-checking with crowd-sourced insights on potentially misleading or false content. While the official roll-out of this feature is still months away, Meta has shared initial details of its functionality. Instagram's version of Community Notes, as revealed by app researcher Alessandro Paluzzi, will allow users to add notes to posts deemed inaccurate or confusing. The feature will enable contributors to provide background information, tips, or insights to help clarify the content. As you likely already know, #Meta is working on Community Notes, and they've started implementing it on #Threads Your note is anonymous and it may get published on the post if it's rated helpful pic.twitter.com/WjdFDs2WzJ Alessandro Paluzzi (@alex193a) January 13, 2025 If a note is rated as helpful, it could be published alongside the post. Metas system will work similarly to the Community Notes feature on X, where a group of approved contributors reviews suggested notes. Notes will only be displayed if there is consensus, including agreement across political perspectives. Community Notes feature on X However, this approach may face challenges. Research by The Centre for Countering Digital Hate (CCDH) highlights a flaw in the process, particularly in dealing with divisive political issues. The study found that 74% of misleading posts related to the U.S. election had accurate Community Notes that were not shown to users due to a lack of cross-political agreement. This has raised concerns that political misinformation may go unchecked. Despite these issues, Community Notes has shown some effectiveness in addressing false information. Studies suggest that the appearance of a Community Note can reduce the spread of misleading posts, with retweets decreasing by nearly half and the likelihood of posts being deleted rising by 80%. This system also helps alleviate the platform's moderation burden. Nevertheless, concerns persist regarding the speed of the Community Notes system, especially as false claims often spread quickly. Although third-party fact-checking has similar timing challenges, Metas reliance on crowd-sourced notes may not be enough to combat false claims effectively. With over 3 billion users across its platforms, Meta will need a vast network of contributors to ensure the success of the program. Estimates suggest that to be truly effective, Meta would require around 2.5 million contributors, a number that will take time to build. Meta's current fact-checking system has been shown to reduce the visibility of false posts by more than 80%, and academic studies indicate that fact-checking significantly reduces false beliefs. Despite the promise of Community Notes, there are concerns that Metas new system may not fully replace the effectiveness of third-party fact-checks and could lead to a rise in unchecked misinformation. As the roll-out of Community Notes approaches, it remains to be seen whether it can meet the challenges ahead.

Chinese officials discuss selling TikTok US to Elon Musk

Chinese government officials have reportedly discussed the possibility of ByteDance selling TikToks US operations to Elon Musk, should the US Supreme Court uphold the law banning the app on January 19. While Chinese authorities have expressed a strong preference for TikTok to remain under ByteDances ownership, they are said to have considered a sale to Musk as part of a broader strategy to engage with the incoming Donald Trump administration. If this plan were to proceed, Musk's X would acquire TikTok US, bringing its 170 million American users and significant advertising revenue under his control. However, a TikTok spokesperson reportedly dismissed the report as 'pure fiction.' It remains unclear how much ByteDance and TikTok are aware of Chinas potential consideration of a sale to Musk, which could suggest deeper government influence over the platform.

Google partners with AI firms to boost retail marketing

Google is rolling out new tools to help retailers integrate its generative AI technology at the 2025 National Retailers Federation (NRF) Big Show in New York. A key highlight is the introduction of AI agents , which can assist brands in boosting sales through personalised customer interactions, real-time product recommendations, and seamless shopping experiences. Retailers can now create custom AI agents using Googles Agentspace platform, designed to enhance customer service, inventory management, and even loss prevention. An example of an enterprise AI agent built with Googles tools The new tools aim to streamline operations, enabling employees to focus on higher-value tasks. As AI adoption grows, consumers may soon expect near-instant guidance and answers from AI-powered agents, which could become integral to the retail experience. Google is also enhancing its Vertex AI Search for Commerce module, alongside advancements in image-to-video and image generation tools, offering retailers more ways to optimise operations. The company has partnered with several AI development firms, including Shopify, Revionics, and LiveRamp, to help businesses personalise campaigns, improve customer insights, and maximise advertising spend. These updates signal a shift towards AI-driven retail, providing brands with the necessary tools to leverage AI in creating more efficient and personalised shopping experiences. With the support of expert partners, businesses can more easily integrate these advancements into their workflow, driving growth and improving customer engagement.

The future of experiential marketing: Predictions for the next five years

Ever wonder how the future of marketing is evolving from a brand-centric approach to a consumer-first mindset? Today customers demand more than generic solutions, they seek experiences that are tailored to their unique needs and cultural backgrounds. Decades ago, brands often decided what consumers needed with a 'we know best' mentality. Back then, customers lacked access to information and relied on brands to guide their decisions. Today, this dynamic has shifted fundamentally. With consumers having vast access to information, they ask questions, make informed choices, and require more personalised and meaningful interactions. For brands, this marks a pivotal change, one that calls for a move towards a consumer-first mindset. It is becoming imperative for brands to engage in search and own the customer journey, and understand what they are looking for. The future of marketing hinges on this fundamental shift. Its no longer just about selling products, its about creating experiences that resonate with consumers identities and developing a genuine relationship between brands and consumers. When thinking of brands, one should think of the relationship with consumers. Brands must actively engage in understanding their audience by asking meaningful questions, 'Who are you? What do you like? How do you prefer to engage? What makes you unique? How can we connect?.' With advanced analytics and AI, brands can understand and predict consumer behaviours with remarkable precision. This enables marketers to not just react to trends but to anticipate needs and move beyond generalised strategies & deliver tailored experiences at every touchpoint that resonates on both personal and cultural levels. In the UAE, experiential marketing engages customers with a brand or its products by delivering impactful and memorable experiences. Experiential marketing engages audiences by inviting users to participate in unique, live branded experiences and encouraging them to experience and interact with products and services in a physical setting. It can take many forms, including popups, live events, demos, tours, workshops, seminars, and one-off events or parties. By turning passive audiences into active participants, experiential marketing can help you connect with your audiences at a deep, emotional level. In a crowded market space with everyone vying for attention, experiential marketing can help your brand stand out. Research has undeniably proven its effectiveness in boosting brand affinity and conversion. Here are a few predictions about upcoming trends that will make a wave in the next few years. Augmented and immersive experiences : Brands will integrate the rapidly evolving Augmented Reality (AR) and Virtual Reality (VR) technologies to provide immersive experiences that transcend the boundaries of traditional marketing. From virtual product try-ons to virtual events and more, these immersive experiences will let us explore totally novel way of real-time interactive engagement. Some recent examples include Coca-Colas Christmas campaign blending AR and VR, Nikes VR booths offering the experience of playing in front of a stadium audience, Pepsis AR visual installation in a London bus shelter, and Sephoras Virtual Artist, which lets customers virtually try on makeups. Harnessing Generative AI : Generative AI will transform personalised, real-time multimedia experiences. Brands will leverage the power of generative AI to deliver fully customised experiences based on the preferences and behavioural patterns of individual customers or groups. This rapidly advancing field will also unlock new possibilities for AI-powered branded experiences for connecting with users in novel ways. Hyper-personalisation and Inclusivity: Amid soaring customer expectations, brands will continue to leverage data to customize and fine-tune their offerings to deliver experiences that are not only personalised but also represent the values of a diverse user base. Inclusivity will remain a key differentiator and can foster deep bonds with a broader audience, reinforcing a commitment to diversity and enhancing brand image. Coca-Colas 'Share a Coke' campaign with customisation kiosks offering instant personalised Coke bottles and Adidas's 'Here to Create; campaign providing personalised fitting with diversity in mind highlight this trend. Mirco-experiences: Niche events and micro-experiences catering to highly specific interest groups and communities will gain increasing prominence with curated events and installations. Specialised experiences that resonate deeply with specific groups of customers can nurture lasting brand affinity. By focusing on a highly targeted audience, micro experiences can be specially tailored to their values and preferences, leading to meaningful engagement that fosters trust and loyalty. A few recent examples include Nikes Run Club events that cater to the niche running community and AirBnBs unique local experiences that connect travellers with authentic cultural activities. Sustainability and ethical marketing: As environmental concerns continue to find centre stage and brands face increasing pressure to align with global eco-conscious sentiments, experiential marketing campaigns will increasingly prioritize sustainability. Zero-waste setups, carbon-neutral practices, local sourcing, and sustainable materials will gain prominence. Adopting eco-friendly practices and prioritising authenticity, showcase a brands commitment to social responsibility while engaging audiences. Campaigns advocating important social or environmental causes can have a deep impact. Notable examples include Patagonias experiential marketing approach incorporating sustainability, from repair workshops to climate change education, IKEAs 'Sustainable Living' pop-ups that educate consumers about sustainable practices at home, and Heinekens clean energy-powered green festivals that promote recycling to attendees. Experiential commerce: We will witness the rise of experiential commerce, by integrating purchasing opportunities within immersive campaigns and events. By seamlessly blending shopping with interactive virtual and offline experiences, like Pop-up shops or flagship stores designed as interactive, photo-worthy spaces, instant purchasing of products in live interactive streams, and smart devices in retail stores offering real-time personalised recommendations, brands can create a meaningful purchase journey for the consumer. Building communities : Loyalty today is no longer just about delivering great products. Consumers seek a sense of belonging. Brands that can create communities of like-minded individuals will foster deeper connections and lasting engagement. Experiential marketing offers a refreshing and human-centric approach to engage audiences and foster long-term emotional connection. To keep up with shifting consumer expectations, we must delight our audiences with personalised and innovative immersive experiences with the essential human touch, while leveraging the potential of emerging technologies. This article is penned by Adriana Usvat , Founder and Managing Partner of FLC Marketing Disclaimer: The article features the opinion of the author and does not necessarily reflect the stance of the publication.

Instagram shifts focus to original content & creator support in 2025

Following a week of policy controversies for Meta regarding speech regulations and fact-checking protocols, Instagram Chief Adam Mosseri has outlined the platforms top priorities for 2025, focusing on creativity and connection. Mosseri highlighted Instagram's commitment to empowering creators through advanced tools, including AI, to elevate originality and maximise opportunities for emerging talent. Instagram was really founded on the idea of allowing anybody to share something creative that they were proud to share, Mosseri said . We want to double down on that by making sure that our creative tools are best-in-class across the board, which they are not right now. View this post on Instagram A post shared by Adam Mosseri (@mosseri) This approach aligns with updates made in recent years, including Instagrams 2024 algorithm change that prioritised smaller creators over aggregator profiles in recommendations. The platform plans to implement further algorithmic updates in 2025 to amplify original content. Mosseri reiterated the importance of rewarding originality, Well do this by embracing new technologies, like AI, to allow more creators to create more content that theyre proud of, and by trying to reward creative content more by focusing ranking on things like originality. However, the renewed focus on emerging creators may create challenges for established profiles, as algorithmic changes shift visibility dynamics. Mosseri also emphasised the growing importance of messaging on Instagram. In terms of connecting with friends, were doubling down on messaging, which, by the way, is the primary way that people share on Instagram today, even though a lot of people dont think of us that way, he said. The platform aims to make content consumption more interactive and social, exploring features like Notes and private sharing to create deeper connections among users. These updates signal a shift in user behaviour, where traditional metrics such as likes and follows are becoming less relevant. Instead, engagement through shares and private interactions is taking precedence. While Instagrams focus on creativity will integrate AI to enable personalised tools for creators, it raises questions about the definition of originality. AI-generated content, though derivative, is expected to be classified as original under Instagrams guidelines.

Swiggy Instamart announces standalone app

Swiggy, the on-demand convenience platform, has expanded Swiggy Instamart to 76 cities across the nation and will soon make it available as a standalone app. As one of Swiggy's flagship services, Instamart will continue to be accessible via the company's unified platform. Sriharsha Majety , MD & Group CEO, Swiggy, said While its been clear for a while now that Swiggy Instamart is set to match Food delivery in size, recent developments show its on track to surpass Food delivery in both penetration and scale. The positive reception in new cities and categories suggests Instamart could achieve far greater user adoption, going well be yond 100M+ users. In stamart will remain a key offering within the Swiggy app, helping us amass the cross-pollination benefits of a unified app. The standalone app will be an add-on, augmenting our reach by meeting consumers where they are, and ensuring we continue delivering the best possible experience in the category. Amitesh Jha , CEO of Swiggy Instamart , said Swiggy Instamart is on a rapid growth trajectory, offering a compelling value proposition with 10-minute deliveries and an expanding range of nearly 50,000 products. The launch of the Instamart app ensures seamless adoption and access to the service in a category that we believe we have only scratched the surface of. Whether consumers access Instamart via Swiggy or the standalone app, all Swiggy One, One Lite, and One BLCK benefits will apply, ensuring that our ever-growing user base continues to enjoy the same great perks. Swiggys focus on standalone apps continues alongside its unified platform, which integrates food delivery, quick commerce, and dining services. The Android Play Store features an Instamart-first shortcut for the Swiggy app, while Dineout, Swiggys restaurant reservation service acquired in 2022, operates both as a standalone app and within the unified platform. The company has previously launched apps like Swiggy Daily and InsanelyGood and is expected to roll out additional offerings this year as it adjusts its services to meet evolving consumer demands.

Regional films gain ground with 60% share as Hindi cinema drops to 40% : Report

Indias box office in 2024 showcased contrasting trends, with regional cinema gaining prominence as Hindi cinemas share dropped to 40%. Regional films collectively accounted for 60% of the market, led by Malayalam cinemas unprecedented growth to a 10% share and Telugu cinema achieving its best-ever domestic collections at 2,348 crore. Despite grossing 11,833 crore, the second-highest ever, the year saw a 6% decline in footfalls and continued reliance on blockbuster films to drive collections, underscoring shifting audience preferences and the growing influence of regional markets. A year of contrasts and milestones Indias box office in 2024 registered 11,833 crore in gross collections, making it the second-highest year on record, trailing only the 12,226 crore achieved in 2023, according to The Ormax Box Office Report 2024. Despite this, footfalls dropped by 6% compared to the previous year, highlighting a shift in audience behaviour. Decline in Hindi cinema Hindi cinema experienced a decline, with box office collections falling from 5,380 crore in 2023 to 4,679 crore in 2024, reducing its share to 40%. Original Hindi films saw a steep 37% drop in revenue, with dubbed versions of South Indian films contributing 31% of the total Hindi box office. The industrys reliance on tentpole films like 'Pushpa 2: The Rule' and 'Stree 2', which collectively accounted for 1,587 crore, further emphasised the growing disparity between high-budget blockbusters and mid-range productions. Regional cinema growth Malayalam cinema emerged as a standout performer, doubling its market share to 10% and surpassing the 1,000 crore mark for the first time. Gujarati cinema also recorded a remarkable 66% growth, driven by hits like Jhamkudi, which grossed over 20 crore. Tamil and Telugu films maintained stable box office shares, with the latter achieving its best-ever domestic collections at 2,348 crore. Hollywoods decline Hollywood saw the steepest drop, with collections shrinking by 17% to 941 crore. This marked the first year since 2015 that Hollywood failed to cross 1,000 crore in India. Franchise films like 'Deadpool' & 'Wolverine' and 'Mufasa: The Lion King' dominated Hollywood's share but fell short of blockbuster status in India. Shifting dynamics The year underscored changing audience preferences and the increasing importance of regional cinema. The industrys growth continues to rely on strategic pricing, with average ticket prices rising by 3% to 134, marking stabilisation after years of double-digit growth. While 2024 delivered several milestones, the broader trends point to evolving dynamics that demand a recalibration across the Indian film industry. The full report can be accessed here

PUMA India onboards PV Sindhu as brand ambassador

Sports brand PUMA India has expanded its sporting portfolio by partnering with Indian badminton player and two-time Olympic medallist PV Sindhu in a multi-year collaboration. This marks the brands' official foray into badminton. As the first Indian to win five badminton world championship medals, she has also triumphed across the Olympics, Commonwealth Games, Asian Games, and beyond. Honoured with prestigious accolades including the Khel Ratna, Padma Shri, Padma Bhushan, and Arjuna Award, Sindhus decade-long performances have established her as a global icon. Recently featured in the 2024 Forbes Worlds Highest-Paid Female Athletes, she also leads as the worlds most followed badminton player on Instagram, with a fan-base of 4 million followers. Commenting on the partnership, PV Sindhu said , Im excited to join the PUMA family, a brand that shares my belief in the power of sport to inspire. This partnership with PUMA India isnt just about being part of something bigger, it is an opportunity to connect with those who value pushing boundaries and embracing challenges. Badminton has always been a platform for growth and self-discovery for me, and through this collaboration, I hope to encourage others, especially women, to take risks, believe in themselves, and strive for more, both on and off the court. Karthik Balagopalan , Managing Director of PUMA India, added, PV Sindhu is a legend and a trailblazer, and we are proud & delighted to welcome her into our PUMA family. She is the most followed badminton athlete in the world. Her extraordinary legacy in Indian sports which includes a lot of historic firsts has not only placed India on the badminton map globally but has also inspired millions, pushed the boundaries, and paved the way for future generations of athletes. As we make our first-ever step into badminton, this association will further our goal to increase PUMAs footprint in the rapidly growing sports landscape in the country, inspiring more youngsters to take up the racquet-sport. Ahead of the announcement, the brand launched a never-done-before activation wherein the sports brand made a serious move by changing its brand signage at several of its stores across the country for close to a week. The brand name PUMA was changed to PVMA, as a massive gesture to celebrate the legendary Sindhu. This big move created ample buzz on the internet over the last few days. As part of this partnership, the brand will also launch a badminton range soon, featuring footwear, apparel, and accessories. The partnership between the brand and Sindhu will debut at the India Open 2025.

Metas fact-checking rollback sparks global alarm

Metas recent decision to scale back fact-checking on Facebook and Instagram has drawn sharp criticism globally, with warnings of 'real-world harm' if the policy is extended beyond the United States. The International Fact-Checking Network (IFCN), which includes organisations like AFP, contested Meta CEO Mark Zuckerbergs claim that the program promotes censorship. Zuckerberg argued this week that fact-checking was too politically biased and led to too much censorship, prompting the platorm to overhaul its content moderation policies. The network said, Your comments suggest fact-checkers were responsible for censorship, even though Meta never gave fact-checkers the ability or the authority to remove content or accounts. People online have often blamed and harassed fact-checkers for Metas actions. Your recent comments will no doubt fuel those perceptions. But the reality is that Meta staff decided on how content found to be false by fact-checkers should be downranked or labeled. Several fact-checkers over the years have suggested to Meta how it could improve this labeling to be less intrusive and avoid even the appearance of censorship, but Meta never acted on those suggestions. Additionally, Meta exempted politicians and political candidates from fact-checking as a precautionary measure, even when they spread known falsehoods. Fact-checkers, meanwhile, said that politicians should be fact-checked like anyone else. We want to set the record straight, the IFCN stated, calling the censorship claim false. It warned that expanding the rollback to the more than 100 countries where Meta operates fact-checking programs could result in political instability, election interference, mob violence, and even genocide in some regions. The program currently relies on about 80 fact-checking organisations worldwide. When content is flagged as 'false,' its reach is limited in users news feeds, and attempts to share it prompt an explanatory article detailing its inaccuracies. The United Nations human rights chief Volker Turk supported content moderation, stating on Friday, Allowing hate speech and harmful content online has real-world consequences. Regulating such content is not censorship. Allowing hate speech & harmful content online has real world consequences. Regulating such content is not censorship. My Office calls for accountability & governance in the digital space, in line with human rights. pic.twitter.com/mCisUQoygU Volker Trk (@volker_turk) January 10, 2025 Zuckerbergs announcement comes shortly before Donald Trump assumes the U.S. presidency, aligning with Republican criticisms of tech platforms for alleged bias. Meta has made overtures to Trump, including donations to his inauguration fund and appointing UFC head Dana White, a Trump ally, to its board. Meta introduced fact-checking after criticism over rampant misinformation during the 2016 U.S. election, which was linked to foreign interference, including by Russia.

Microsoft sues group for allegedly hacking Azure OpenAI service

Microsoft has filed a lawsuit against a group of 10 unnamed defendants, accusing them of developing tools to bypass safety measures in its Azure OpenAI Service. The complaint, lodged in December in the U.S. District Court for the Eastern District of Virginia, alleges that the defendants, referred to as 'Does,' used stolen customer credentials and custom software to access Microsofts systems. Microsoft claims the group violated the Computer Fraud and Abuse Act , the Digital Millennium Copyright Act , and federal racketeering laws. According to the lawsuit, the defendants used stolen API keys, unique authentication codes, to operate a 'hacking-as-a-service' scheme. They allegedly created a tool called 'de3u,' which enabled users to generate content using OpenAIs DALL-E model without adhering to the company's content policies. The tool reportedly circumvented safeguards designed to filter harmful or offensive content. A screenshot of the De3u tool from the Microsoft complaint. The company discovered the alleged breach in July 2024 after identifying unauthorised use of Azure OpenAI Service credentials. Investigations revealed the credentials had been stolen from paying customers. The lawsuit claims the defendants engaged in systematic theft of API keys and reverse-engineered methods to bypass Microsofts abuse prevention measures. A GitHub repository hosting the de3u project code, GitHub is owned by Microsoft, is no longer accessible. These features, combined with unlawful programmatic access, allowed the defendants to evade Microsofts content and abuse safeguards, the complaint states. In a blog post published on Friday, the company announced that a court had authorised it to seize a website central to the operation, enabling evidence collection and disruption of further activity. The company has also implemented unspecified countermeasures and safety mitigations for its Azure OpenAI Service. Microsoft is seeking injunctive relief, damages, and additional measures to prevent future misuse.

Instagram survey hints at paid likes and followers

Instagram users have recently been invited to participate in a survey that hints at Meta considering paid options for increasing engagement, such as profile followers, likes, and comments. According to reports , the survey presents hypothetical packages, including $150 for 600 followers and 2,000 messages or $1,150 for significantly more engagement. Such options, if implemented, could appeal to creators and brands seeking to boost visibility and potentially drive sales. Credits- Social Media Today The concept raises concerns, as buying followers and engagement violates Metas Community Standards. The company has historically taken legal action against services offering such fraudulent boosts. The company's inquiry into user interest in these services appears contradictory to its established rules. Speculation suggests that these potential offerings may relate to the Meta Verified programme, introduced to provide creators with enhanced features, including improved visibility. By leveraging its AI capabilities and targeting algorithms, the company could deliver engagement boosts similar to its paid advertising model, amplifying content for paying users. Thew company's traditional stance has emphasised organic content creation as the driver of engagement, yet the survey suggests the company has the capacity to manipulate engagement outcomes through internal mechanisms. Such moves could blur the line between organic reach and paid amplification. The company is yet to confirm its intentions or clarify whether these survey options will materialise into actual features.

Link all your marketing efforts back to the business goal: Abhishek Gupta

A lot has changed in the world of advertising and marketing in the last two decades. Abhishek Gupta, CMO of Edelweiss Life Insurance, who has seen these changes first-hand, pointed out that a few things still remain the same. At its core, marketing has always been about connecting with consumers on a personal level while achieving business objectives and these pillars still continue to hold the weight of the changing world. He refers to a pan wala to make his point. A pan wala doesnt engage in long conversations but remembers customers by their faces and preferences, offering products tailored to individual tastes. This quiet yet effective personalisation makes customers feel acknowledged, while respecting their privacy. Gupta carried this principle into his career, recalling his early days at Shoppers Stop when he noticed how customers lit up when he remembered their names. That small gesture made them feel seen, deepening their connection with the brand. After all, it all comes down to making people feel valued. This is the reason why Gupta takes pride in one of their recent campaigns, an idea that was pitched by one of their sales team members. They suggested putting up a hoarding in Meerut to celebrate a successful agent. Gupta loved the idea and expanded it nationally. When asked what advice he would give to other marketers, Gupta spoke about the importance of spending time with people. In this interview, he further looks back at this journey to share a page from his life full of marketing lessons, while also highlighting how hyper-personalisation and PR will play an important role in shaping brands in 2025. Edited excerpts: Q: Mr. Gupta, you have more than two decades of experience in marketing and started your journey in 1999. Can you walk us through this journey? It has been a fabulous, rollercoaster journey, and definitely not a boring one. I started my career with Shoppers Stop Limited, which at that time was a seven or eight-year-old entity and a pioneer in modern retail. I joined as a management trainee fresh from management college. During the first three or four months, we did everythinghousekeeping, security, and even a full week of toilet cleaning. These experiences shaped my career. I spent close to three years at Shoppers Stop, starting in floor sales and later moving into marketing. Then I joined ICICI Bank, which was a completely different experience. At Shoppers Stop, you waited for customers to walk in, whereas, at ICICI Bank, I was reaching out to customers to sell home loans. I worked across Pune, Chennai, and Mumbai for five years. Afterward, I had a brief stint at Spencers Retail Limited before moving to Walmart India. There, I was part of the initial team setting up retail stores in collaboration with Bharti. After Walmart, I worked for two years at The Mobile Store. For the past 10 years, Ive been with Edelweiss Group. Q: How has customer service evolved since you started working in 1999? At the basic level, customer service hasnt changed. Its still about how you make customers feel when they interact with your store, branch, website, or app. The goal is to make the experience frictionless and enjoyable so customers leave with a smile. While the ways we deliver service and how consumers consume products and services have changed, the essence remains the same. Humans dont change, and neither does the core of customer experience. Q: You mentioned during your talk today that authentic PR will be crucial for marketers in 2025. Can you elaborate on how PR plays a role in building leadership? PR is one of the most underutilized tools in marketing. Its about telling the world what youre doing through someone elses voice rather than your own. At its core, PR is similar to influencer marketing. Authentic PR means talking consistently about what you stand for in a way that resonates with your audience. Its not just for visibility but for impact. Unfortunately, PR is often seen as a visibility tool rather than a tool for making a meaningful impact. Q. You also mentioned the growing importance of hyper-personalization. How is that trend shaping BFSI, especially for life insurance companies? Lets consider an example. If I start by referencing articles youve written or social media posts youve shared, Ive personalised this conversation for you. Its similar to what a regular paanwala does when they hand a customer their preferred products without any words exchanged. Personalisation shifts relationships from transactional to emotional. In BFSI, which is often seen as complex and opaque, personalisationlike offering a product tailored to a consumers needscan impact conversion, ticket size, referrals, and upselling. Q. How does AI facilitate hyper-personalization? AI enables personalization at scale but starts earlier in the process. For example, in life insurance, the claim settlement ratio is critical. AI helps us eliminate fraud at the inception stage, ensuring only clean cases come in. It also identifies customers likely to lapse their policies and agents who might switch to competitors. AI helps detect trends, craft communications, and create personalized offerings at scale. Q. JanMarch is the busiest period for the BFSI industry. Whats in store for Edelweiss on the marketing front? Well be launching a new product in January that excites our distributor partners. Well focus on both consumer outreach and distributor outreach. My job is to ensure Edelweiss remains the brand of preference for both. Q. Are there any new mediums that have caught your attention? Connected TV. Consumers are gradually shifting from linear TVs to connected TVs. While the industry knows this well, Im still exploring its potential. Q. Mr. Gupta, from the time you started working to today, the role of Chief Marketing Officer has evolved significantly. While the basics remain the same, the role now includes data, technology, and customer experience. How do you balance these aspects? Around 2013-14, when social media was emerging, we were unsure how to handle it. I tackled it by learning from the youngest team members, as they were more familiar with social media. I empowered them to take charge and learn from them. Empowering people has always been my approachwhen you give your team autonomy, they perform their best. Empowering others has always been a cornerstone of my leadership philosophywhen you trust your team with responsibility, they excel. In the same way, Ive gained meaningful insights into PR by observing and learning from others, reinforcing the value of collaboration and continuous growth. Additionally, I keep myself updated in three ways: Reading extensively: It sharpens my knowledge and keeps me aware of the latest developments. Attending events: Conferences and knowledge-sharing sessions, like those hosted by your organization, provide actionable insights. I've implemented ideas from such events with great success. Networking: Meeting people outside my immediate circle helps broaden my understanding and perspective. Q: If you had to share one marketing tip for 2025, what would it be? Understand sales. Ultimately, sales drive a companys revenue. You need to know where your sales come from. Achieve this by staying close to customers or connecting with those who interact directly with them. Spend time with customers or the sales team to understand nuances. Once you grasp this, you can craft better strategies and plans. Q: Looking at the first quarter of the yearJanuary, February, Marchwhat is the current consumer and marketing sentiment? How is the industry performing? The industry is on a positive trajectory, growing at a CAGR of 14-16%. This growth is supported by Indias long-term economic progress and the financialization of savings. Despite minor short-term disruptions due to environmental factors, the outlook remains optimistic. For the JFM period, I foresee significant growth. Ad spends are expected to grow in line with our business growth, around 10-12%. These will focus on two areas: consumer awareness and distributor enablement. Q. What challenges do you anticipate for the industry this quarter? While there arent major challenges, regulatory changes will push us to think differently. For example: Open architecture in life insurance allows agents to sell multiple policies, prompting us to retain top-performing agents while attracting others. Changes in surrender values mean products must work harder to deliver value. Gradual reduction in tax benefits will shift the focus to the intrinsic benefits of life insurance products, which is positive for the long term but may impact JFM buyers. Q. Can you share a campaign or initiative youre particularly proud of from your time at Edelweiss Life Insurance? One initiative that stands out is our effort to elevate the perception of insurance agents. These professionals often dont see their role as a source of pride, nor do their families or society. With our campaign, we aimed to change this on three levels: Helping agents see pride in their profession. Gaining acceptance for their work among their family and friends. Elevating their profession in society at large. The idea originated from a sales team member, who suggested putting up a hoarding in Meerut to celebrate a successful agent. I loved the idea and expanded it nationally. Now, based on set criteria, we install hoardings in agents' localities with their photos, highlighting them as top advisors. This small gesture has had a massive impact. Families gathered to witness the unveiling, break coconuts, celebrate, and share the moment on social media. It fostered an emotional connection, making these advisorswho arent our employeesfeel deeply valued and motivated. With this, we are also able to retain our best agents and it has also become our recruitment tool. It helps agents boost themselves in their locality and now the campaign has been executed on a national scale, becoming more institutionalised. Q. Lastly, can you share a message with Social Samosas 40 under 40 winners? I have been a part of the jury and have seen some amazing work that has been done. I went through the body of the work and I questioned, Is this person really under 40? That speaks volume over the quality of the work has been done. My only advice would be to link all your marketing efforts back to the business goal. I see that in bits. So always bring it back to the business goal and understand whether the initiative helped the CEO with their business objectives.

John Cena goes on a surreal motivational spree in Mcdonalds McValue campaign

McDonalds is flexing its marketing muscles with a new campaign to spotlight its McValue platform enlisting none other than John Cenaa man whose charisma and biceps could probably sell anything, including a McValue menu. The campaign aims to promote McDonalds revamped value platform, a strategic move designed to woo budget-conscious diners in a time of tightening wallets. With Cena leading the charge, this quirky and ambitious marketing push is as much about laughs and inspiration as it is about the bottom line. In a TV spot that feels like Mr. Rogers went on a protein shake binge, Cena appears in a mustard-yellow sweater and matching tie, delivering an earnest explanation of McValues offerings. His gentle tone and wholesome attire contrast sharply with his WWE persona, creating a humorous juxtaposition. But Cena doesnt stop at detailing the deals, like the Buy One, Add One for $1 promotion. He veers into a tongue-in-cheek motivational speech, claiming McValue could take you to a place where a whole new menu of possibilities exists. Naturally, the ad closes with Cenas signature you cant see me gesturea nod to his wrestling career and internet meme famebefore he vanishes into the horizon. The timing of this campaign isnt a coincidence. McDonalds is emerging from a challenging year, one where inflation and price sensitivity took a bite out of sales. The U.S. market experienced its first decline in comparable sales since the pandemic, forcing the fast-food giant to rethink its approach. Value offerings like the $5 Meal Deal proved effective in late 2024, so the company is doubling down with an expanded menu of deals. The McValue platform, initially unveiled in November, is now front and center in McDonalds strategy to recapture its dominance. At its core, the campaign hinges on the star power of Cena. More than just a wrestler, Cena has evolved into a cultural icon whose appeal transcends demographics. His Hollywood roles and ongoing WWE farewell tour add layers of resonance to the campaign. By tying the ads inspirational tone to the optimism of New Years resolutions, McDonalds is aiming to align its brand with the season of fresh starts and goal-setting. Cenas unique blend of humour, motivation, and meme-worthy moves is the perfect vehicle to deliver this message. Wieden +Kennedy, McDonalds creative agency, deserves kudos for leaning into the absurd. Beyond the TV spot, an extended YouTube cut adds surreal twists, while McDonalds social media channels are brimming with Cena-themed content. Its a full-scale digital blitz, aimed at keeping McValue top of mind. Beyond digital channels, the campaign is amplified by partnerships with over a dozen brands, including YouTube, Tinder, and Lyft. By offering $3 million in promotional deals, McDonalds is integrating its McValue message into consumers broader lives, from travel to dating apps. In-app perks like free fries on Fridays and complimentary McCrispy sandwiches for new users further sweeten the deal, driving both loyalty and app sign-ups. The campaign is undeniably bold and imaginative. By blending humour, surrealism, and celebrity influence, McDonalds is pushing the boundaries of traditional fast-food marketing. Whether the strategy pays off in the long term depends on whether the deals resonate with diners or merely serve as a momentary spectacle. For now, John Cena and McDonalds have teamed up to deliver a campaign thats equal parts funny, inspiring, and thought-provoking. Its a reminder that even in the world of fast food, theres room for big ideas, larger-than-life personalities, and a little bit of magic.

X introduces labels for parody & satire accounts

X has announced new labels for parody and satire accounts to help users distinguish them from real profiles. The move aims to prevent confusion caused by posts from parody accounts being mistaken as genuine. Were rolling out profile labels for parody accounts to clearly distinguish these types of accounts and their content on our platform. We designed these labels to increase transparency and to ensure that users are not deceived into thinking such accounts belong to the entity being parodied, X said. These labels will appear on both the profile and posts of parody accounts. Currently, users must apply the label themselves by going to Settings and Privacy > Your account > Account information and selecting Parody, commentary and fan account. The description for the label reads, Parody, Fan, and Commentary (PCF) labels are selected by people on X to indicate that the account depicts another person, group, or organization in their profile to discuss, satirize, or share information about that entity. This label distinguishes these accounts to ensure they do not cause confusion for others or incorrectly imply any affiliation. X plans to make these labels mandatory for parody accounts soon and will share more details later. The platforms rules prohibit impersonation but allow parody, commentary, and fan accounts if they follow its guidelines.

ADA signs global distribution deal with EYP Creations

EYP Creations INC and ADA , the independent label and artist services arm of Warner Music Group, announced a worldwide distribution agreement. Based in Canada and India, EYP Creations is an artist management artist management and content marketing company of Punjabi entertainment. This strategic partnership aims to elevate Punjabi music in Canada while fostering the development of emerging talent in the market. The venture also encompasses EYP's label, UrDebut Canada, which has successfully launched several artists like Kushagra and Tanishqa, achieving global viral chart success. ADA s Canada team will work closely with UrDebut Canada to develop and launch new talent, providing a platform for up-and-coming artists to reach a broader audience. The global appetite for music from India and the South Asian diaspora is experiencing rapid expansion, with Punjabi-language pop and hip-hop driving much of this momentum. In 2023, global consumption of Punjabi music surged by 59%, with Canada emerging as a vital hub for artistic creation and innovation in this space. Cat Kreidich , President , ADA , says, Were excited to bring this Punjabi music leader into the Warner Music Group family. Our team is looking forward to partnering closely with Nikhil and everyone at EYP Creations to mine new opportunities in the market and bring new voices into the mix. Kristen Burke , President of Warner Music Canada says This partnership with EYP Creations marks a strategic step in expanding WMGs presence within the Punjabi music landscape.This alliance not only supports the growth of Punjabi music in Canada, but also opens doors for discovering and nurturing emerging talent in this vibrant community. Nikhil Dwivedi , CEO of EYP Creations says, We are honoured to partner with ADA where we will be providing the best distribution and marketing solutions to top South Asian artists based in Canada. We are focused on nurturing young South Asian talent together through launching them at Urdebut Canada label and building them through distribution, management, live events and collaborations around the globe. This new allianceestablishes a channel for promoting Punjabi-language music in Canada, and extends on a partnership which was first established in India. It also supports the Canadian South Asian artist community, fostering their growth both domestically and on the global stage. By combining ADA s distribution expertise with EYP Creations' deep roots in South Asian music, this partnership aims to amplify the voices of South Asian artists and broaden their reach to new audiences worldwide. This latest announcement follows a number of deals which has seen ADA partner with Punjabi music companies. It is also working closely with Punjabi music content aggregator, Sky Digital, and Punjabi record label, Geet MP3.

Spotify Indias ad revenue soars with a 114% surge

Spotify India has reduced its net loss by 58% to 143 crore in the 2023-24 fiscal year, compared to 343 crore in the previous year. While operating expenses saw a slight dip of 2.4% to 492 crore, the company notably increased its advertising and marketing spends by 4% to 386 crore, signalling its focus on expanding user engagement and brand visibility. The company achieved revenue growth, with operating income jumping 93% to 321 crore, up from 166 crore in the previous fiscal. This growth was fueled by a 114% rise in advertising revenue, which reached 135 crore, and a 90% surge in subscription revenue to 167 crore. Personnel expenses also rose 35% to 85 crore, reflecting investments in talent to support the company's growth initiatives.

WPP mandates four days in office as hybrid work policies tighten

WPP has announced a new policy requiring staff to work in the office at least four days a week starting April, the Financial Times first reported. This marks a shift from its previous hybrid arrangements, where office attendance varied by agency, with headquarters staff attending three days weekly. CEO Mark Read emphasised in a memo that in-person collaboration fosters stronger human connections, creativity, and relationships, which are key to WPPs success. The company also noted that higher office attendance has correlated with better employee engagement, client satisfaction, and financial performance. This move aligns WPP with other major corporations tightening remote work policies post-pandemic. For instance, Amazon now mandates five days in-office globally, and UK-based BT requires its 50,000 office staff to be onsite at least three days a week. Companies like PwC, Santander, and Asda have similarly revised their remote work policies, reflecting a broader trend of returning to pre-pandemic norms. WPP acknowledged logistical challenges in accommodating more staff in offices and plans to address capacity issues. In London, the group will soon open a new office at One Southwark Bridge Road, housing 2,500 employees, in addition to its existing campuses at Rose Court and Sea Containers House, where 10,000 employees are based. Reads memo also touched on industry dynamics, highlighting the recent merger of rivals IPG and Omnicom and stressing the need for WPP to remain focused in 2025 amid competitive changes.

Agency Feature: All you need to know about Techmagnates journey

Who are we? Techmagnate is an SEO-first Digital Marketing Agency, based in New Delhi, India. Sarvesh Bagla founded Techmagnate in 2006 as an SEO Services Company. Since then, the agency, under his leadership, has evolved into an integrated digital solutions provider with the vision to deliver transformational growth through Digital Excellence for 250 customers by 2025. The SEO agency has a team of over 300 SEO and PPC experts and a portfolio of marquee clients across multiple industries. What's in the name? When he was starting out, Bagla was highly inspired by Bill Gates, who was regarded as a technology magnate by almost every media worldwide. So he chose to name the agency Techmagnate as it aligned with his vision to become a technology magnate. What do we do? Techmagnate is a results-driven digital marketing agency specialising in helping businesses enhance their online presence and connect effectively with their target audience. The agency works closely with its clients to achieve their business goals through a wide range of digital marketing services. Within Search Engine Optimisation, the agency has built expertise across the entire search landscape, which includes Content Marketing, App Store Optimisation (ASO), Local and Hyperlocal SEO, Video SEO, and more. With established expertise in performance marketing campaigns across Google, Meta, LinkedIn, and native ad networks, it is one of only 60 Google Premier Partners in India. The agency also provides Martech consulting services for clients who need expert CRM, CDP, Digital Analytics, and Marketing Automation solutions. The agency presents a mix of organic and paid marketing combined with marketing automation. Why do we do it? Bagla, the Founder and CEO, fell in love with the power of SEO after he optimised the website for his fathers business in 2006. In the beginning, he tinkered with the site, working on the HTML and the keywords; when he saw a rise in site traffic and an increase in international queries for the family chemicals business, he immediately recognised the opportunity he had at hand and decided to pursue it full-time. How do we evolve? According to Bagla, We are constantly challenged by our clients, so it is imperative to stay updated with the latest trends and ensure that were constantly reading and researching. At Techmagnate, we have a team that works on industry research and analysis. We believe that our teams have the power to make impactful changes in our clients businesses, so we spend considerable time training them. Our teams are also incentivized and rewarded regularly. For example, at one point of time, Quora search results were showing up in Google. We decided to drive an initiative across the company to see which SEO team could drive the best Quora campaigns. So, its a combination of activities driven by a growth mindset that keeps us evolving. Social responsibility in social media For agencies, understanding the social impact of their work is extremely important. Given that we live in an age where information about everything is so accessible, the responsibility of ensuring that the information being shared online is correct and reliable certainly falls into an agencys lap. Moreover, an agencys reputation is at stake so they cant really afford to put out wrong information. Need of the hour The industry needs to acknowledge the power of SEO and appreciate the contributions of organic digital marketing a lot more. We learned the hard way In an agency, clients and team members will come and go. Even though its a tough lesson to learn, the agency believes in staying focused on the work it does and aspires to do in the future. The overarching commitment and focus is to accomplish the goal that the agencys founder and leadership team have set for itself. They work with us Techmagnate has delivered campaigns for brands and leading enterprises in verticals including BFSI, Healthcare, Education, and E-commerce. Its portfolio includes brands such as Bajaj Finserv, Care Insurance, Axis Securities, Airtel, Hero Fincorp, Kotak 811, Hyundai, Apollo Healthcare, Max Healthcare, OYO, and Uniqlo India, amongst many others. Industry as we foresee Businesses must be open to new ideas, put the user experience first, and stay dedicated to providing high-quality, useful material in order to succeed in this constantly changing environment. To make SEO work in the future, marketers need to know how the digital world is always changing and be able to quickly adopt new tools and SEO trends. The future of SEO is not just about algorithms; it's about storytelling, creating valuable user experiences, and making data-led decisions. In the coming years, we expect SEO to keep evolving as it always has. For example: AI-driven models will further enable scalable content production with advanced algorithms that deliver nuanced content, draw better insights, and drive faster output by deeply analysing user intent and behaviour. This transition from manual research to automation will continue to empower digital marketers to gather comprehensive insights with a few clicks and in turn focus on other important functions. AI will ,however, continue to be a strategic partner and not a replacement for human input (or people). Google will always value helpful content. AI cannot replace creativity or a marketers expertise but can only enhance these. The future of SEO hinges on data-driven insights, which will help digital marketers to make better-informed decisions and tailor their strategies for maximum impact. Search will change with Search Generative Experiences (SGE). For now, we dont know how SGEs will change search fully, but we are anticipating a drop in CTRs. However, theres bound to be a tidal wave of creative thinking that will drive higher rankings and visibility. A day without the Internet That would be a day without work! Gender ratio and policies Techmagnate has POSH policies in place. The agency also has an Internal Complaints Committee (ICC) to handle any workplace incidents related to sexual harassment along with frequent POSH trainings for employees. Our inclusive policies Since inception, the agency has been committed towards its most important asset- its people. The leadership team has always strived to create a positive, stimulating and fun place to work. The agency follows inclusive HR policies which give a common platform of equal opportunities to each one of its employees. These policies provide a framework for fair recruitment, hiring, promotion and compensation practices, sans any discrimination based on factors such as race, gender, age, disability, or sexual orientation. Maternity and paternity leave: Maternity Leave - 182 days Paternity Leave - 5 days Work culture and values that we believe in At Techmagnate, the team believes integrity and utmost transparency through actions are two of their biggest traits which have served them well over the years and made them count among the best companies to work for in India. According to Bagla, the agency believes in an environment that is transparent and friendly. One thing that sets it apart is its attitude to work. Its focus on delivering quality work, with punctuality and superior client servicing is never compromised. Being people-focused, the agency also ensures that good talent is nurtured and rewarded with fast-paced growth. It will continue to foster a culture of digital excellence and empower digital marketers to deliver transformational growth for our clients. Agency growth YOY What began as a startup in a one-room office with a handful of employees in 2006 has built up to an agency with a 300-person team, a portfolio of Indias most well-known brands in several industries, offices in multiple cities, and much more. Client testimonials It is fantastic that we have onboarded an agency like Techmagnate as these guys help us in so many ways that I feel like we can truly call them a partner because now they have actually become an extension of our team. We love working with them, they are really communicative and take account of all of our opinions and ideas for social media. I highly recommend them to everyone out there! - Rashmi Dhadake- Assistant Manager, Marketing, Bajaj Auto Finance. Clix Capital has been associated with Techmagnate for over three years now. The way they have handled our website; the SEO has been fantastic. Our business and online reputation has been growing and I would highly recommend Techmagnate to any BFSI or corporate entity for digital marketing needs. - Harshit Agrawal , Head of Marketing, Clix Capital . Our work Techmagnate won the SEO mandate for Bajaj Finserv, a Non-Banking Financial Corporation (NBFC) in India at a time when the NBFC was making an entry into the countrys gold loan market. The brand aimed to increase the overall volume of organic traffic and leads for its new offering. At the time, it faced multiple and significant challenges which could be considered a barrier to entry. For one, competitors like Muthoot Finance, IIFL Finance, ICICI Bank who were widely accepted by the Indian audience dominated the gold loan market, online and offline. The added advantage for these companies was deep market penetration as a splashback from their retail operations, long-standing customer loyalty, and customer trust. Secondly, since Bajaj Finserv was a new entrant in the gold loan space, it had no share of the corresponding search volumes in the gold loan universe. In March 2023, the brand search volume for Muthoot gold loan was 14,800 searches per month and Bajaj Finserv gold loan was 2400 searches per month. Gold loans present an interesting challenge for customers and lenders, in that people have to physically deposit their collateral with the loan providers after they have located one in other words, online traffic must translate to offline transactions. So, one of the asks from Bajaj Finserv was also that it wanted more visibility and footfall for its physical locations. From the very beginning, the agency was very clear about its strategy for moving forward. It would move aggressively because it wanted to dominate the entire Google search universe. Campaign Strategy Market Research and Keyword Opportunity : The agency identified over 2500 keywords as a launchpad for creating a comprehensive content & SEO strategy and for understanding user search behaviour related to gold loans. Content Development : It created over 800 pages optimised for informational and transactional searches, addressing various stages of the customer journey from initial research to loan application. Local Search Optimisation : By nature, gold loans are conducive to local demand, primarily for three reasons. A) People must deposit their gold collateral at a physical location, and B) Owing to the first reason, people are not inclined to travel long distances to get the loans they require C) Gold rates vary by time and place Keeping these factors in mind, the agency established local pages and Google My Business (GMB) listings for 600+ physical locations so that it could enhance Bajaj Finservs visibility in targeted geographic areas. It was optimised for search terms like 'Gold rate in Delhi,' 'Gold loan in Delhi', etc. Campaign Innovation The agency leveraged the full potential of the Google search landscape. They built custom capabilities for daily gold rates. They built better calculators for the target audience. Campaign Results The agencys campaign strategies, innovation, and execution aligned together and bore fruit for Bajaj Finserv. The brand came to dominate Google search results with 1466 keywords ranking in the Top 10 search results. Many keywords were at the #1 position, aka the pole position, for the most popular and competitive searches e.g. 'gold loan' and many others with multiple results in Google searches. The success of the SEO & content marketing campaign translated to results for the client with over INR 400 Cr. in overall loan disbursals via organic traffic as shared above; this is an increase of over INR 200 crore over the previous year. The detailed case study can be viewed here . Awards Bagged Google Premier Partners 2024

How Indias DPDP Act could change digital campaigns

The draft rules under Indias Digital Personal Data Protection (DPDP) Act have set the stage for an era in advertising and marketing that prioritizes privacy, especially for campaigns targeting children and minors. These proposed regulations, currently open for public consultation, highlight user rights, brand obligations, and frameworks for safeguarding personal information. The draft provisions state that organisations collecting data (Data Fiduciaries) must provide clear notices outlining the data collected, its purpose, and users' rights. It also simplifies consent withdrawal and enables data deletion upon user request. Platforms need to notify users 48 hours before erasing data and allow them to retain it if required, keeping unwanted communications to a minimum. The Act mandates the creation of a Data Protection Board (DPB) to oversee compliance, investigate breaches, and impose fines. Additionally, explicit government permission is required for cross-border data transfers. Another guideline notes that minors under 18 years of age will require parental consent to access social media platforms. Additionally, data fiduciaries need to obtain verifiable consent from a parent or legal guardian before processing the personal data of children and persons with disabilities. This move aligns with Indias broader push toward data privacy and takes a measured approach compared to stricter international regulations, like Australias social media ban for minors. Amongst Indias digital population of over an estimated 800 million users, approximately 134 million are estimated to be minors. According to a recent survey, parents of young children are concerned about inappropriate advertisements being shown during programs which are marked as age-appropriate for all. Amongst those surveyed, 88% of parents believe the government should impose heavy penalties on platforms that fail to regulate advertisements. This is a sentiment that the DPDP Act seeks to act upon. If Data Fiduciaries fail to follow the rules, it could lead to fines of up to Rs 250 crore. Could this potentially change the way how digital advertising campaigns work? Brands need to build trust and transparency By requiring verifiable consent from parents, the act could compel brands to rethink their strategies. Shrenik Gandh i , Co-founder and CEO of White Rivers Media, views this as an opportunity rather than a challenge. Shrenik Gandhi The DPDP Act unlocks pathways for innovation while prioritising transparency and trust. Enhanced consent mechanisms and stricter data retention policies arent challengesthey are opportunities to build deeper consumer connections through accountability. Gandhi notes that this shift is steering the industry towards contextual advertising and authentic storytelling that resonates with the audiences. Echoing this sentiment, Ayush Nambiar , Chief Strategist & Director at Flags Communications, adds that requiring verifiable parental or guardian consent for collecting and using data introduces an important layer of responsibility. Ayush Nambiar But it also means rethinking how we connect with younger audiences. Marketers will need to rely less on detailed data and more on creativity and messaging that resonates with both children and their parents. According to him, this regulation will push agencies to focus on trust-building and create campaigns that are transparent about their intentions and engage with the audience responsibly. While the stricter consent rules may initially feel restrictive, Nambiar states that they also open doors for creating stronger, more meaningful connections with audiences. Going back to the basics of advertising With traditional behavioural tracking off the table for minors, agencies will need to shift focus toward universal messaging and contextual advertising to build meaningful connections. Nazneen Joshi Nazneen Joshi , Senior Vice President - Business & Strategy (West) at RepIndia, emphasises that agencies need to craft campaigns that resonate universally rather than relying heavily on hyper-personalisation. Strategies like gamification, story-driven narratives, and value-based messaging can engage young audiences without breaching privacy boundaries. To help with this, Joshi believes that AI and privacy-first analytics will play a pivotal role, enabling data processing and campaign optimisation within the confines of compliance. These technologies can help maintain campaign effectiveness while ensuring data privacy by identifying patterns without exposing individual identities. Such innovations will ensure that brands can still create impactful campaigns while respecting the boundaries set by the DPDP Act. Harshil Karia Harshil Karia , MD & Founder of Schbang, agrees, and mentions, Well need to focus more on first-party data collection strategies that prioritise transparency and parental consent. This will impact our creative processes by requiring more thoughtful targeting and personalised messaging that respects privacy. Currently, social media platforms and brands alike are observing our consumption behaviours based on our algorithms and usage. This might make young users feel a lack of control over their data. Reports suggest that many teenagers feel they have little control over the information social media companies collect about them. 60% of teens believe they lack control, with 40% saying they have very little control and 20% feeling they have no control at all. The DPDP Act aims to make it easier for individuals to withdraw consent or request data deletion. One of the guidelines notes that if a data fiduciary doesnt engage with an individual over a specified period, they are required to delete the users personal data unless needed for legal reasons. They need to delete the personal data after three years. Deepti Bhadauria Deepti Bhadauria , Chief Strategy Officer at HiveMinds, notes that in the current scenario, digital platforms actively focus on not targeting minors with advertisements. Campaigns for products or services designed for children are targeted at parents or via content interactions in specific platforms or shows tailored to minors, such as cartoon channels on TV or OTT platforms. She notes that when it comes to first-party data collection for minors, the data being collected is that of their parents. As a result, there wont be significant changes in this area. However, for brands (eg. schools, Stationery or FMCG or Sports brands running a contest in the School) that might collect sensitive user datasuch as delivery addresses or school namesthere will be a need to implement robust consent mechanisms. This may involve obtaining explicit parental consent during key touchpoints, such as when updating addresses or personal details. Prioritising data privacy and ethical marketing practices will mark a return to the core principles of storytelling. Neelesh Pednekar , Co-founder of Social Pill, sees this return to marketing fundamentals as refreshing. With less personal data available, we're focusing more on universal appeal and strong storytelling. It's actually quite refreshing - we're going back to the basics of what makes great marketing: compelling narratives that connect with people. Neelesh Pednekar However, he notes that advertisers need to make data practices crystal clear; not only because the law demands it, but because it's the right thing to do. Pednekar notes, Parents should know exactly what data we're collecting and why. Bhadauria also shares that with stricter data privacy rules, content marketing and influencer collaborations will play a larger role in engaging audiences under 18. Moreover, family-viewing content involving the whole household will be utilised to create content integrations for Child-friendly products and brands. Embracing technology for ethical advertising As brands navigate these changes, leaders highlight that technologies like AI and privacy-first analytics are going to prove indispensable. Shrenik Gandhi touches upon their dual role. AI and privacy-first analytics help uncover insights and trends while safeguarding individual privacy. Gandhi notes, In this new landscape, ethics and innovation go hand in hand, creating lasting relevance. Nazneen Joshi elaborates on AI-powered privacy tools potential. These technologies can help maintain campaign effectiveness while ensuring data privacy by identifying patterns without exposing individual identities. Additionally, Deepti Bhadauria of HiveMinds mentions that AI could be utilised in storytelling at scale, bringing brand-safe and child-safe imagery into narratives and augmented reality applications. This can potentially enhance engagement while respecting privacy. Shifting metrics from clicks to connections With the DPDP Acts terms on data collection and erasure, measuring the success of a campaign could also change. Neelesh Pednekar comments, We're moving away from pure numbers to more meaningful metrics - engagement quality, brand trust, and long-term relationship building. Ayush Nambiar also observes, Measuring success will go beyond clicks and conversions. Metrics will evolve to focus on long-term brand loyalty and trust. Deepti Bhadauria sees this as an opportunity to optimise the consumer experience. She shares, ROI will undoubtedly feel the impact of stricter data privacy tools and analytics, which are likely to increase CPMs across platforms for specific consumer cohorts. To counterbalance this inflation, well need to focus on optimizing every aspect of the conversion funnelfrom UI and UX to overall product appealto ensure a seamless and engaging customer experience. This will drive a stronger emphasis on personalisation and could reshape digital strategies, especially on offers and pricing strategies. The DPDP Act, while a step forward for India, pales in comparison to Australias social media ban for minors. However, it represents a privacy-focused digital system. By pushing brands to innovate responsibly and prioritize transparency, these regulations could reshape not just how minors are targeted, but how the advertising industry evolves in the future. This provides an opportunity for Indias digital advertisers to be responsible, build trust, and explore more innovative solutions while ensuring compliance.

Apple denies using Siri data for advertising amid privacy concerns

Apple has denied claims that it allows advertisers to target users based on Siri recordings, issuing a statement on Wednesday explaining how Siri manages user data. According to Apple, Siri data has never been used to create marketing profiles, sold to third parties, or made available for advertising. The company emphasised its ongoing efforts to enhance Siri's privacy protections. The rumors resurfaced following Apples agreement to a $95 million settlement related to a lawsuit about Siri recording conversations that were potentially overheard by human reviewers. The settlement stems from a 2019 report by The Guardian , which revealed that Apple contractors analysed anonymised Siri recordings to determine whether the voice assistant was activated intentionally. Some of these recordings included sensitive discussions. Apple apologised after the report and updated its policies, opting not to retain audio recordings by default and limiting access to data for users who opted in. Despite Apples assurances, some plaintiffs in earlier lawsuits alleged they received ads for brands they had only mentioned in conversations, raising concerns about data use. In response, Apple reiterated that audio recordings are retained only if users explicitly opt-in and are solely used for improving Siri. Users can opt out of this feature at any time. Theories about tech companies using voice recordings for ad targeting have also implicated companies like Facebook and Google. Investigations, including one in 2018 , found no evidence of microphone-based spying but revealed that some apps recorded user activity and shared it with third parties. Advertisers also leverage other sources of data, such as location tracking, shared network activity, and purchasing habits, to create targeted ads, which could explain coincidental ad appearances.

How brands can make sustainability count in 2025

A single ad campaign can emit up to 70 tons of CO2 equivalent, the same as the annual carbon emissions of seven people combined. This staggering statistic isnt just a number; its a reflection of the advertising industrys growing environmental debt. Between 2019 and 2022, emissions from advertising have risen by 11%, and alarmingly, 32% of an individuals carbon footprint now comes from the ads they consume. Despite decades of promises, the industrys progress remains rather slow. Brands like Microsoft, which has been carbon-neutral since 2012 and now aspires to be carbon-negative by 2030, are part of a growing list of companies setting ambitious goals. This list also includes KPMG, Wipro, Heineken, and IKEA, among others. IKEAs sustainability efforts have also been visible in its B2C communication. Its Buy Back campaign, launched in 2021, is one example. The campaign encouraged customers to return used furniture, which Ikea refurbished and resold, extending the product lifecycle and reducing waste. Similarly, Patagonias famous Dont Buy This Jacket ad challenged consumerism by urging buyers to only purchase what they truly need, aligning its profits with environmental advocacy. Closer to home, a recent study found that 94% of Indians are willing to pay a premium for sustainable products, with packaging emerging as a critical factor in purchase decisions. Dabur is one such Indian brand that has introduced recyclable and biodegradable packaging for a few products, meeting consumer expectations. Ashwini Deshpande , Co-founder of Elephant Design has also noticed these changes. There is a definite shift in the mindset of a large percentage of brand teams as well as a limited percentage of consumers. But how much of that was actioned is the real question. In 2024, brands made headlines with promises of plant-based plastics, smart QR-coded labels, and other sustainable innovations. However, not much was executed by the end of the year. As Rahul Tekwani , Managing Partner at Branding Edge, noted, Sustainability didnt take a backseat in 2024what happened is that many brands approached sustainability at a very superficial level, primarily as a way to grab the attention of stakeholders rather than to make real and impactful changes. Meanwhile, Divya Pratap Mehta , Founder of Interwind, pointed to the industry's infatuation with AI as a distraction, Sustainability did take a backseat last year as too much emphasis and attention went to AI and its effect on the industry this year. In my opinion, while new technologies will keep emerging, the industry puts too much emphasis on them, due to the fear of being left behind or turning obsolete. This raises the question. How can 2025 be better? To effectively integrate sustainability into their marketing and product strategies in 2025, experts emphasise that brands must treat it as a foundational value rather than a superficial add-on. Ashwini Deshpande , cautions against the pitfalls of superficiality, stating, Sustainability is not, I repeat, not a marketing tool. That will be gross greenwashing. Sustainability has to be at the core of everything a brand does. From product development to packaging, waste management, and even factory operations, she emphasises that every decision must be rooted in sustainable practices. This practice has already started to shape, more companies are prioritising sustainability. According to research , more than 50% of Indian companies are prioritising investments this year in sustainable practices. These investments are aimed at leveraging digital technologies to adopt renewable energy sources and enhance energy efficiency, among other things. Digital carbon footprint is an increasingly significant contributor to climate change. In 2020, it accounted for 4% of total global emissions, with projections suggesting it could rise to 8.5% by 2025 and 14% by 2040. However, technology itself also holds the potential to address this growing challenge. For instance, nearly a decade ago, Google used AI to reduce the energy required for cooling its data centres by 40%, setting a benchmark for innovation-driven sustainability. Shraddha Agarwal , Co-founder & Global CEO, Grapes highlights how advancements like programmatic advertising, AI, and automation can transform sustainable marketing. Programmatic advertising can come in handy for minimising waste while promoting efficiency and optimising ad delivery with the help of automated, data-driven techniques, she explains. These advancements enable brands to move away from redundant tasks and focus on predictive marketing strategies, enhancing both efficiency and impact. Consumer consciousness will continue to be a driving force in shaping sustainability strategies. Young consumers, especially those from Gen Z, have emerged as vocal advocates for the planet. According to studies , 74% of Gen Z consumers actively seek products and services that align with their values of sustainability. And this mindset will drive brands to include more sustainable communications. According to Divya Pratap Mehta, modern consumers, particularly those in urban settings, higher income brackets, and younger demographics, are becoming increasingly aware of their environmental and social impact. The primary stakeholder is actually the consumer. Brands targeting these consumers will gain either by creating positive sentiment for the brand or even as a differentiator, he notes. Those who are younger and have their ears on the ground, are understanding that the country's youth, or Generation Z if you may, are more demanding of brands to be good. They are willing to shift their business or their pocket money to support companies that align with their personal values. As more of them enter the workforce, they will significantly influence this shift further, said Siddharth Devnani , Co-Founder & Director, SoCheers. This shift in consumer priorities will compel brands to develop strategies that not only resonate with these values but also differentiate them in competitive markets. For sustainability to truly take centre stage in 2025, brands must move beyond token gestures and embrace it as a fundamental part of their identity. Agarwal says, To ensure authenticity while practising sustainable marketing, brands need to be very wise enough to incorporate inclusivity very smartly while devising the strategy. They should ensure that the campaign does not entirely revolve around boasting about their endeavour, rather it should take a holistic approach focusing on creating awareness around the issue. It should be weaved innovatively into the narrative that conveys the audience the key messaging while not being redundant or preaching. Future trends In a world where consumers increasingly value environmental and social responsibility, sustainability in marketing has become an essential commitment. Experts anticipate that the coming years will see brands taking more actionable, transparent, and innovative approaches to integrate sustainability into their strategies, moving beyond superficial claims to create real impact. Regenerative marketing will take centre stage: Brands will move beyond passive commitments to actively contributing to environmental and social restoration. Ultimately, sustainability isnt a trend. Its a commitment. Brands that genuinely integrate it into their core values and business models will lead not just the market, but also the movement towards sustainability, says Sidhartha Roy , Chief Executive Officer, Response India. Circular & shared economy will grow: Initiatives like buyback programs, upcycling, and recycling will gain momentum, offering brands innovative ways to position themselves as sustainability leaders. The circular and shared economy creates huge opportunities for brand positioning and marketing activities, shares Divya Pratap Mehta. Ethical sourcing and traceability, especially in packaging, will also become more prominent as consumers demand accountability. Hyper-transparency will build trust: Consumers will increasingly expect clarity on how brands operate. Tools like blockchain will allow them to trace a products journey, fostering greater trust. Consumers are smarter than ever and want to know exactly how brands are operating. Blockchain can make this easier by allowing them to trace a products journey from its origins to the end of its life with just a simple QR scan, explains Rahul Tekwani. Localised sustainability campaigns will gain popularity: Brands will address local issues, such as air pollution in Delhi or water scarcity in Bengaluru, making sustainability efforts more relatable and impactful. This makes sustainability feel personal and connected to everyday life, Tekwani emphasises Independent audits will bolster authenticity: Brands will reduce greenwashing by investing in self-funded, third-party audits to verify sustainability claims. Better communication of verified efforts to customers and investors will become a major theme, says Siddharth Devnani. Interactive & digital-first campaigns will engage audiences: Apps and gamified experiences that allow consumers to track their carbon savings or participate in sustainability efforts will grow in popularity. Interactive campaigns that use technology to make sustainability personal and fun will show that sustainability can be rewarding, Tekwani adds. In 2025, sustainability is no longer just an option. By combining innovative technologies, ethical practices, and hyper-transparent messaging, brands can forge deeper connections with audiences who are more mindful than ever about their environmental and social impact. As experts have suggested, sustainability is not just about meeting consumer demands; its about shaping a better future. The question for brands in 2025 is not whether to prioritise sustainability, but how to do so with genuine commitment and measurable impact.

What agencies need in 2025

Oh look, nother 900+ word article yammering on about the state of the advertising and marketing industry. Drop everything and read on, its just what the world needs. As for the subject of this article - what agencies need in 2025, here are the authors startling revelations. Agencies need people Who wouldve thought, right? Mind, shes not talking about garden variety people here - there are enough of those filling seats presently. Shes referring to the kind of talent that is leaving our industry week-on-week, in search of greener pastures. We need thinkers, doers, people who can be groomed into loving advertising if they dont already. Thing is, people such as these need to feel like theyre being challenged, like theyre learning, like theyre growing. And by not providing all or any of this, were losing them. In 2025, we need to start protecting our interests by retaining our best and giving the next generation something real and tangible to sink their teeth into. Can our teams parse a brief? Do they know what it takes to mount a pitch? Do they understand that creative strategy kicks in before the idea and not afterwards as a retro-fit on a deck? Speaking of which, have they ever soaked in and then questioned the flow of a deck? Can they open their mouth in front of clients and defend the work or push back intelligently? Are they passionate presenters? Can they read a room? Are they developing an instinct for work that will work? Are they good negotiators? Can they pre-empt hiccups in procedurally complex jobs? Are they operationally sound? In short, do they know their elbows from their derrieres? Everyone need not do everything well but everyone needs do something well - are they being trained for that? Are our people on the path to being partners to marketers or are they merely paper-pushers? Are they creative geniuses who havent a clue about creating compelling advertising but are greatly skilled at saving blind spider monkeys in Vanuatu and winning accolades for it on the global stage? An agency decides what path it sets its people on. That decision determines whether advertising flourishes or dies. Lastly, in a not-unrelated news flash this author proposes that our people need to be paid well. The dizzying high of getting an email of appreciation from the CEO in lieu of an increment just doesnt cut it anymore. Which brings her to the next burning need of the hour. Agencies need money We won 24.3 new businesses in the last 6 months. This has been our most successful year ever. Twas a quarter to beat all quarters! Quotes such as these are given at will and statistics bandied about freely and yet, few agencies are financially secure. Were afraid to talk money, we shudder at the thought of demanding a pitch fee, we second-guess ourselves into oblivion when drafting commercial proposals and were champions at overpromising and undercutting. 2025 is as good a time as any for agencies to reevaluate their value propositions. Because fear creeps in only when one knows that one is not adding value. Thats what the industry should be correcting for. If youre billing a client because youve thrown 31 warm bodies at the account, therell always be someone wholl throw 32. If your meal ticket is that youre cheap and fast, therell always be someone cheaper and faster. There is only one way that your business will grow. A client has to believe that your agency and team does what others cannot. So, what is it that you do? Already, creative is the dhaniya that many outfits are giving away for free with media. Sooner or later AI will take over BAU. In-house agencies are fast becoming the norm. On social, everyone is a creator and almost everyone an influencer. On LinkedIn, everyone is a guru. Wait, what, youre Agency of the Year? Awesome, but so is every other agency. So, why should someone pay you and not the next guy? Most of us are in some kind of vicious cycle - networks want to consolidate to maximise every client rupee in their collective coffer. Its all about the power of one, you see. Indies want to scale so that more client rupees come into the same coffer. Its all about the power of many, you know. Few can command a premium. And so we expand and contract and remain unfailingly poor, taking to social media to air our woes and demand justice twice a day or once a week, depending upon the size of our followings and egos. Which brings this writer to the third and perhaps most important [in her opinion] chapter of this piece. Agencies need a reality check A little less posturing, a little more proof of pudding. A little less self-aggrandising, a little more self-reflection. Fewer declarations of being chuffed, stoked, honoured and humbled on LinkedIn, more straight talk. Fewer PR pushes in newsrooms, more pushbacks in boardrooms. Fewer generously embellished case studies, more real results in the real world. Less gassing, more persuading. More thinking that generates disproportionate ROI and gives brands an almost unfair business advantage. Fewer bells and whistles. What makes advertising tick has and will always be fundamental. So this author is going to go out on a limb and say that what agencies need in 2025 is not very different in principle from what was required in 1925. Perhaps then, it is not so much about what we need. More about what we want. If each of us can answer that with clarity, the narrative for the year ahead will write itself. This article is penned by Pallavi Chakravarti , Founder & CCO, Fundamental. a Disclaimer: The article features the opinion of the author and does not necessarily reflect the stance of the publication.

Siddharth Dabhade joins Lemma as Chief Business Officer

Lemma announced the onboarding of Siddharth Dabhade as Chief Business Officer, Performance Business. In this role, Dabhade will spearhead the expansion of Lemma's outcome centric ooh solution, across markets. He will focus on identifying new market opportunities and contribute to Lemma's revenue growth. Siddharth joins Lemma from MIQ, where he launched and scaled the companys commercial business in India and China. With over 24 years of experience, he has held key leadership roles at IBM, Microsoft, Google, and Criteo. At Google, he led the Travel business in India, while at Criteo, he served as Managing Director for the companys India operations, contributing to the APAC leadership team. Siddharth brings extensive expertise in P&L management, technology, business development, customer relationships, and strategic advisory. His deep expertise will be instrumental in shaping the growth strategy and business development efforts for Integral at Lemma. Commenting on his new role, Siddharth Dabhade said , As Digital Out-Of-Home (DOOH) continues to grow, it is now at the heart of omnichannel journeys, offering brands unparalleled opportunities to connect with consumers across screens and digital spaces. Im excited to be a part of Lemmas vision to pioneer this shift, and to lead the expansion of the new solution as a powerful tool for outcome driven growth through outdoor media globally Gulab Patil , Founder & CEO, Lemma Said , Siddharths track record of driving growth in the digital adtech and programmatic space makes him an invaluable addition to our team. With this solution were offering brands the next level of full-funnel performance driven by OOH, and Siddharth will be key in ensuring its success across markets. His leadership will be instrumental in capitalizing on the massive opportunities that OOH now presents in not only shaping but also driving results through a full funnel approach, from Outdoor to outcomes .

Karan Parekh joins Delhivery as Head of Digital Marketing

Delhivery has appointed Karan Parekh as its Head of Digital Marketing. Parekh announced his new role via LinkedIn . Parekh brings over a decade of expertise in digital marketing, and prior to this role, he served as the Senior Vice President of Marketing at YES BANK. Throughout his career, Parekh has worked with organisations such as PNB MetLife India Insurance , Axis Bank , Madison Communications , and GroupM . His experience spans various domains, including biddable media, social media, search engine marketing (SEM), search engine optimization (SEO), and digital planning.

Contracts are often overlooked in our business: Naresh Gupta

Since its inception in 2012, Bang In The Middle (BITM) has been an independent agency. Over the years, the agency has worked with Jabong, Indiamart, Hindustan Coca-Cola Beverages, PhonePe, and Bath & Body Works, amongst others. Reflecting on 2024, Naresh Gupta, Co-Founder of BITM, describes it as a year of significant milestones and learning experiences. However, 2024 also brought its share of challenges, particularly around the contentious issue of idea ownership. The agencys experience with Medanta highlighted an industry-wide concern: The misuse of rejected ideas by clients. It is one of the reasons why Gupta stresses the importance of clear and tighter contractual agreements to protect agencies from unethical practices. Another challenge Gupta points out is the exploitative practice of posting open briefs on LinkedIn, inviting hundreds of agencies to pitch, only to mine their ideas without accountability. He encourages agencies to value their expertise by staying out of these beauty parades and focusing on their worth instead of succumbing to such unfair tactics. Additionally, he highlights a shift in the advertising landscape, with the industry increasingly moving away from retainer models to project-based worka transition that brings both opportunities and challenges. He stresses the importance of understanding evolving consumer demographics and their dynamic relationships with brands, encouraging agencies to stay ahead of these shifts. In a broader perspective, Gupta emphasised the need for the industry to move beyond the traditional versus new-age debate and instead concentrate on addressing more critical challenges like finding ways to navigate economic slowdowns and overcome revenue constraints. Looking ahead to 2025, BITM is focused on expanding its offerings, and strengthening its presence in international markets like the US. Gupta shares the road ahead for BITM. Edited Excerpts: Bang in the Middle has been an independent agency for over 12 years. Can you take us through the journey of building the agency from its inception? What were some key milestones or campaigns that shaped the agency's identity and direction? We set up BITM in April 2012 with no clients. Today we are over 70 people with two offices with a proven ability to deliver growth and business solutions for our clients. Our work for Jabong, Indiamart, Hindustan Coca Cola Beverages, Pearson, Amity Online University, Bath and Body Works, Groupe SEB, Home Credit, Phonepe are all known and have delivered excellent results Looking back at 2024, how would you assess the agency's growth and new business? Could you share some of the agency's key highlights, including any notable new client wins or major campaigns that stood out this year? This year we worked with AVT for their Gold Cup Tea and the campaign we produced has been delivering excellent results in the South Indian Market. We are working with Vishnu Bhawan, a new startup from Kerala to launch ethnic foods in western markets. Our work for Groupe SEB has helped Tefal grow, Bath and Body works has seen its footfall grow on the back of our work. We did some very effective work for Antara for their Senior Living project and with Araville for their new launches. 2024 has been a great year for the agency Reflecting on the creative industry in 2024, do you think it pushed the envelope in terms of boldness and innovation? As we begin 2025, do you foresee BITM taking more creative risks to stand out in an increasingly competitive market? We pride ourselves in delivering work that works for our brands. We have consistently created work that is apt, and we will continue to do that. We do not have a formula and we try and find unique solutions to every brief we work on. All our work has an approach that the brand requires and is uniquely tailored for the brand Every agency has its unique strengths. What would you say are the key USPs that Bang in the Middle wants to be recognised for? We are an agency where we do not think from a discipline angle. Our work spans all disciplines, we are fluent with new digital media needs and understand how the traditional brand appeals work and we create work that works across mediums. But more important is the fact that the brands have access to senior most people in the agency and that experience is there for them to leverage You have spoken about the need for better contracts and client relationships. Can you share some suggestions as to how agencies can move forward to have more control and transparency? In our business, the contracts are often overlooked and once the client is on-board they rarely look at what they agreed to pay the agency for. The onus is completely on the agency to protect its work and potential revenue and reputation loss. The more the agencies look at tight contracts, the better it would be for them. The clients are least likely to be proactive on this front, its only agencies that have to protect their interests Do you believe theres a need for standardisation or collective guidelines around pricing to ensure fairness and sustainability of agencies? Additionally, how can the industry come together to tackle this issue while maintaining healthy competition and fostering mutual respect for the value of creative services? No, I do not believe that there needs to be price control or price cartelisation. Most businesses that moved this year from one agency to another, moved on lesser prices. Price is a business tool and the agencies and clients are free to arrive at the optimum price that works for both. The bigger issue is pitches and the refusal of clients to be fair about the pitch process. The tendency to post a requirement on LinkedIn and then wait and watch 200 agencies apply and then grind them out, farm their ideas and shamelessly use them is the real issue. Agencies need to pick and choose, as a rule stay out of the beauty parades and value their skills. Is there a growing shift from retainers to project-based work? If so, how is this impacting the relationship between agencies and clients? In this case, how can agencies manage creative differences effectively while building long-term, mutually beneficial partnerships? There is a shift from retainers to projects and this shift is both good and bad. Projects allow the agency to have a shorter interaction, and move on to do another project. The bad is that while the agency has a defined charter, there is very little that the agency gains by the growth in business that happens. I am not sure if this will be sustainable for the agencies as they have committed costs and the revenue doesn't always keep up with the costs. This is something that the agencies have to look at and find their own balance As the advertising landscape evolves, were witnessing major consolidation, like the merger of two large networks into one, alongside the shutdown of a prominent agency in India. These events raise questions about the sustainability of traditional agency models. How do you view these developments as a reflection of larger shifts in the industry, and what implications do they have for running an independent agency? I am not sure if the traditional agency model is still in operation. Many of the marquee brands have already been shut down, the rankings are changing, the old leaders are now trailing behind. The future will mean leaner networks, optimised number of brands, greater integration between a variety of services and a greater focus on efficiency. The debate of traditional vs new age is an old one, the new debate should be on how the industry can survive a slow down and overcome revenue crunch. What are some of the emerging trends in the advertising space that you believe agencies should be paying more attention to? There is a whole new bunch of consumers who are coming into the consuming class. These new consumers have grown up differently. Their relationship with brands is radically different from those who we target today. How will this new bunch react to advertising and what will they seek from brands is unknown. The next five years will be those of learning and resetting all we know about advertising. What would you say is the most crucial leadership quality for success in 2025, and how are you nurturing that within yourself and your team at Bang in the Middle? We are a small dedicated agency and possibly a very good ground for learning as we are the most open agency you will come across. We have no walls, every point of view matters, we do not have hierarchies, and the seniors are always there. As an agency we value independence and freedom. There is a very strong leadership team across disciplines that actually runs the agency, and the future of the agency is in their hands. Lastly, what are some of the major goals youve set for the agency in 2025, both in terms of business growth and agency culture? We are looking at expanding our services this year. We are in the process of rolling out our strategic consulting services with a fresh team that understands how the new tech driven world operates. The clients can leverage our knowledge and expertise across industry and geography. We are also looking at expanding our offer beyond India. While we do have clients in the US, we are looking at making this stronger.

Premjeet Sodhi joins WPP OpenDoor as Global Lead Measurement & Analytics

Premjeet Sodhi has been appointed as the Global Lead for Measurement & Analytics at WPP OpenDoor, according to Sodhis LinkedIn. In this role, Sodhi will lead regional measurement and analytics teams, focusing on optimising Amazon media investments and driving impactful strategies for improved ROI through data-driven insights. With over 20 years of experience in media research, strategy, and planning, Sodhi has consistently worked at the intersection of analytics and brand communication. He has a track record of leveraging data to guide brands in optimising media investments and achieving their business objectives. Before joining WPP OpenDoor, Sodhi held pivotal roles including Global Lead for Measurement & Analytics at Wavemaker where he was responsible for creating value for clients by enhancing the ROI of brand investments through advanced analytics. He also served as the Chief Strategy Officer at Wavemaker India where he led the development of innovative tools and techniques, building a team of experts to redefine media strategies. Additionally, he used to be the Chief Growth Officer at the media agency. Sodhi has worked at agencies like Mindshare Fulcrum, Initiative and Lintas Media Group.

Somit Singh elevated to Bisleris Category Lead - Carbonated Soft Drinks

Bisleri International has appointed Somit Singh as the Category Lead for Carbonated Soft Drinks (CSD). Singh shared the development through LinkedIn . With over 13 years of experience spanning FMCG and entertainment industries, Singh brings a wealth of expertise to his new role. Known for his proficiency in brand building, mix creation, and marketing campaigns, he has demonstrated leadership in P&L management and team building. Singh joined Bisleri in November 2022, where he has held several roles. In addition to his latest role, Singh also serves as the Head of Trade Marketing for India and Business Lead for the UAE. Prior to Bisleri, he spent nearly seven years at Unilever, where he worked across multiple brands and categories. Singh s career began in the media industry, with roles at NDTV and CNN-IBN.

Microsoft pledges $3 billion for AI growth in India

During his visit to India , Microsoft chairman and CEO Satya Nadella today announced the companys plans to invest US $3 billion in India in cloud and AI infrastructure and skilling over the next two years , including the establishment of new datacenters. This investment aims to accelerate AI innovation in India , which is pivotal for achieving Honble Prime Minister Narendra Modis vision of becoming a developed nation (Viksit Bharat) by 2047. Microsoft will also support the countrys long-term competitiveness by training 10 million people over the next five years with AI skills, as part of the second edition of its ADVANTA(I)GE India program. Satya Nadella, chairman and CEO, Microsoft said, India is rapidly becoming a leader in AI innovation , unlocking new opportunity across the country. The investments in infrastructure and skilling we are announcing today reaffirm our commitment to making India AI -first, and will help ensure people and organizations across the country benefit broadly. Puneet Chandok, president, Microsoft India and South Asia said, In the last 12 months Microsoft has been a copilot to making AI a reality in India , taking it from boardrooms to classrooms, commerce to communities, and finance to farmers. Todays announcement strengthens our belief in India s potential and our resolve to equip the country with the resources and future-ready skills needed to excel in the global marketplace. We will continue to use AI to unlock possibilities for the next few decades and ensure communities across the country have access to the compute they need to prosper in the AI era. Making India AI -first and advancing AI responsibly Microsoft s approach to responsible AI is grounded in six core principles: fairness, reliability and safety, privacy and security, inclusiveness, transparency, and accountability. This investment reflects Microsoft s expanding role and responsibility as a leader in AI . Microsoft is working to expand broad access to its AI technology that empowers organizations and individuals to develop and use AI in ways that will serve the public good. Microsoft will operate its AI services and infrastructure under Microsoft s AI Access Principles and in accordance with industry-leading responsible AI principles. Microsoft will expand its cloud and AI infrastructure across datacenter campuses in the country. Microsoft already has three datacenter regions in the market, and the fourth ready to go live in 2026. This investment aims to develop a scalable AI computing ecosystem to meet the growing demands of India s rapidly expanding AI start-ups and research community. ADVANTA(I)GE INDIA : Equipping 10 million Indians with essential AI skills by 2030 As the nature of jobs evolves, AI is becoming an essential skill for professionals. Indian professionals are leading the way in learning and skill-building on LinkedIn, spending nearly 50% more time on learning per week than the average professional. They have been early adopters of AI , with a 122% year- over -year increase in Indian members adding AI skills to their profiles, compared to 71% globally. In 2024, Microsoft launched the ADVANTA(I)GE India initiative with the ambitious goal of training two million people in AI skills by 2025. Demonstrating its commitment to enable equitable AI opportunity for every Indian, Microsoft has surpassed this target ahead of schedule with 2.4 million individuals trained in under a year. Notably, 65% of the participants were women, and 74% came from tier II and tier III cities, ensuring inclusive coverage across the entire country. Today, the company announced its next milestone, to equip 10 million more Indians with essential AI skills by 2030. ADVANTA(I)GE INDIA is part of Microsoft s Global Skills for Social Impact charter, and these trainings will be delivered in partnership with the government, nonprofit and corporate organizations, and communities. Shri Jayant Chaudhary, Minister of State (Independent Charge), Ministry of Skill Development and Entrepreneurship said, India s vibrant youth and tech talent are key to shaping the future of AI . Through the AI for India mission, we aim to empower citizens with cutting-edge AI skills, driving innovation , creating jobs, and bridging the digital divide. Collaborations with global leaders like Microsoft and similar companies are pivotal in this transformation. By equipping our workforce, especially women and youth, with advanced skills, we are building an AI -ready India , poised for digital leadership and sustainable economic growth. Fostering the AI Ecosystem in India for developers, startups and digital natives Microsoft Research (MSR) Lab today announced an AI Innovation Network to deepen its commitment to cultivate the AI ecosystem in India . Under the AI Innovation Network, MSR will build new collaborations, especially with digital natives, to accelerate the transition from research to real, usable business solutions. MSR India has already initiated a collaboration with Physics Wallah on math reasoning and is in ongoing discussions with other Digital Natives on topics such as causal inference, optimizing Indic LLMs, prompt optimization, and reinforcement learning. Prateek Maheshwari, co-founder, Physics Wallah said, At Physics Wallah, weve always believed in the power of technology to transform education. Our collaboration with Microsoft Research is a step towards creating tools that understand and support each students learning journey. By combining our expertise with Microsoft s advancements in AI and Large Language Models, were working to make education more accessible, personalized, and impactful. Were working together to help and empower students in meaningful ways. MSR India has had a long history of both incubating startups (e.g. Digital Green in AI for agriculture and Everwell in healthcare) and open-sourcing research technologies that have then been picked up by startups (e.g. Remidio in medical diagnostics and SoftX Technologies in transportation informatics). The new AI Innovation Network will help accelerate this through mutually beneficial engagement and research collaboration with select Digital Natives. These Digital Natives will gain access to MSRs cutting-edge research and expertise, while MSR will have the opportunity to deploy its research technologies at scale in partnership with these innovative companies. Microsoft also announced an AI MoU with SaaSBoomi, the premier community for B2B startups in India . This strategic collaboration aims to accelerate the growth of India s AI and SaaS ecosystem, making India a product nation and contributing to its trillion-dollar economy. By leveraging SaaSBoomis extensive network and Microsoft s technological expertise, the partnership seeks to foster innovation and entrepreneurship, especially in tier II cities. Over the next five years , Microsoft and SaaSBoomi aim to impact over 5,000 startups and over 10,000 entrepreneurs, upskill more than 150,000 startup employees through focused workshops, foster regional development in 20+ tier II cities, create over 200,000 new job opportunities, and help attract an additional US $1.5 billion in venture capital funding for the Indian AI and SaaS ecosystem. Under the MoU, Microsoft will also support the emergence of more than 50 unicorns and soonicorns; driving advancements in innovation , sustainability, and technological infrastructure .

90% of Indian shoppers say AI has enhanced online buying: Adobe Report

New research from Adobe has found while many brands are embracing generative AI to enhance consumer experiences, they are still being outpaced by consumer expectations. Adobe s State of AI-driven Consumer Value report surveyed Indian marketers and consumers to understand how much value generative AI brings to brand interactions. While adoption of this emerging technology has been notable with 66% of Indian brands already using it, however, the research shows that consumers want brands to speed up the adoption. Indian brands lead APAC in AI maturity with seven in ten marketers indicating the need to embed generative AI into customer experiences as immediate. The Indian consumers are most likely in APAC to share this view wherein 81% expect brands to adopt generative AI by the end of 2024. Consumer expectations for embedding generative AI into consumer experience While consumers are keen for brands to embrace generative AI technology to improve the consumer experience, they still demand responsible implementation. Most consumers (95%) and marketers (98%) agree that transparency of usage and sources is the most important consideration when a brand implements AI. Privacy (61%) and clarity on how their data is used (46%) are also important to consumers. Moreover, in addition to privacy and data security, a majority of consumers in India emphasize the importance of having a clear stance on ethics and bias. Generative AI is transforming consumer expectations at an unprecedented pace, particularly in India, where demand for hyper-personalized and unified brand experiences is unmatched. Our study highlights that while brands in India are at the forefront of adopting this transformative technology, consumers are eager for faster advancements that prioritize transparency, ethics, and responsible AI use. As we move ahead, GenAI will unlock a future where brands are empowered to meet the evolving aspiration of consumers with ease and accountability,said Anindita Veluri ,Director of Marketing at Adobe India. Where consumers see untapped value for generative AI The majority of consumers in India (90%) have seen their online shopping experiences boosted by generative AI and are looking forward to whats next. This is specific in the areas of convenience, personalization and consumer support. Excitement is building for what future digital experiences could look like, especially for online shopping and travel. For e-commerce, shoppers are most excited by generative AIs ability to help design custom products, suggest ideas of what to do for special events and summarize service reviews and recommendations. Another feature on peoples wish list is being able to produce images of them wearing a product, with 91% of Indian consumers saying this would likely boost their confidence when making a purchase. Consumers are also excited about generative AIs ability to simplify the process of planning and partaking in travel. For example, generating price comparisons for travel options is the most appealing use case, followed by mapping out travel options based on personal preferences, recommending itineraries based on past travel and searches, and finding nearby amenities.

CMOs to broaden their skillset in 2025 to keep up with tech

A marketing leaders day is a balancing act between making strategic decisions, guiding creative visions, and adapting to changes. Analysing data that informs the next big campaign, collaborating with cross-functional teams to ensure brand consistency, meetings with stakeholders, feedback sessions with consumers, and brainstorming sessions with creative teams, are just a few of their tasks. But beyond the tactical tasks, theres an underlying challenge thats impossible to ignore: the need to keep up. With new technologies emerging and consumer behaviour constantly changing, the pressure to keep up is the only constant. May it be metaverse, Web 3.0, the rise of virtual reality, or AI, each innovation has pushed the boundaries of what's possible in marketing. With every new feature or tool emerging almost daily, the list of skills a marketing leader must master continues to grow longer and more complex. With this rapid shift, one thing is clear that upskilling isnt an option but an absolute necessity. As the marketing industry continues to transform, leaders share their insights on what it will take to thrive in 2025. Binda Dey , Group CMO, Knight Riders Sports, highlighted that this shift demands a blend of certain skills. She said, Marketing leaders in 2025 must adapt to rapid technological advancements, evolving consumer expectations, and a focus on sustainability and inclusivity. Success will require a balance of strategic vision, digital expertise, and ethical leadership. Leaders must embrace innovation while maintaining accountability, blending storytelling with technological sophistication to foster trust and meaningful connections. As the boundaries between marketing, sales, and technology blurs, Dey believes cross-functional collaboration will be essential. She emphasised the need for leaders to guide multidisciplinary teams, ensuring alignment across departments while crafting authentic narratives that resonate with diverse audiences. Similarly, Abhishek Shetty , Marketing Head & Pvt Brands, Swiggy Instamart believes that the marketing leaders will need to balance data fluency with emotional intelligence to craft campaigns that are both insightful and human. In 2025, marketing leaders will evolve into strategic orchestratorsbridging creativity, technology, and business growth, Shetty said. He further said that turning insights into narratives that move audiences, harnessing AI, AR, and emerging tools to stay ahead, and aligning brands with societal values to build trust will be key skills needed in 2025. Ultimately, marketing leaders will be catalysts of growthnot just shaping brands but shaping the culture around them. - Abhishek Shetty This shift places marketing leaders at the intersection of innovation and purpose, where the ability to humanise data and align brand narratives with consumer behaviour will help set successful leaders apart. Anuja Trivedi , Chief Marketing Officer, Shemaroo Entertainment Ltd. said, Never has marketing been so close to data, and never have campaign results been clearer as early as day one and day two itself than they are today. She shared that the ability to make sense of day-to-day data and tweak tactics without losing sight of the big picture. Knowing the consumer and staying true to the brand are key for marketing leaders across industries. Trived highlighted the need to balance art and science, the left side and right side of the brain, in marketing. While we must not lose the science for the art, we certainly cannot lose the art for the science either. - Anuja Trivedi Dominance of AI AI has become a transformative force in marketing, with brands actively incorporating it into their campaigns. Over the past few years, AI and CGI ads have dominated the advertising and marketing industry, from Diwali, Ganesh Chaturthi or Christmas campaigns to personalised offers and product launch announcements. These campaigns have demonstrated AIs ability to enhance creativity and efficiency in storytelling. According to Gartner , 63% of marketing leaders have either invested in AI or are planning to do so in coming months. Interestingly, 90% of marketers believe that AI and automation help them reduce the time spent on manual tasks. The report further estimates that AI holds the greatest financial impact on marketing and sales compared to other business functions. Deepali Naair , Group CMO, CK Birla Group shared that AI will start replacing intuition in marketing, transforming into a dominant force by 2028 and campaigns, customer experiences, and insights will be driven by algorithms. She said, In 2025, CMOs must actively step into classrooms to upskill themselves in generative AI tools. Proficiency in emerging technologies will not be optional but essential to lead in this new era effectively. However, as brands embrace AIs potential, maintaining authenticity in a world dominated by algorithms will become a priority. Trivedi highlighted this necessity. She said, As AI and digital marketing take centre stage, combined with an overload of information, misinformation, and two-way communication channels with consumers, how a brand humanises itself and remains authentic across all communication platforms is extremely crucial. Brands that emotionally connect with consumers tend to work better. While AI has unlocked new opportunities, its implementation has also sparked debates about its ethical boundaries. Instances of misuse have led to controversies , raising concerns about transparency, trust, and inclusivity. CMOs must embrace AI not just for operational efficiency but for ethical and creative use, forging genuine human connections in a hyper-digital world. - Deepali Naair These insights highlight the dual mandate for CMOs in 2025: mastering data-driven tools while ensuring that marketing strategies remain deeply human and ethical. Personal competencies to stay ahead To lead effectively in 2025, along with driving organisational transformation marketing leaders will be focusing on their personal development. Leaders are prioritising adaptive skills, technology fluency, and a deep understanding of shifting consumer behaviors. Dey emphasised the importance of strategic vision and technical proficiency, noting that success will hinge on the ability to interpret complex data and align strategies with sustainability goals. She said, Proficiency in emerging technologies like AI, machine learning, and blockchain will be essential, alongside the ability to interpret complex data for actionable insights and ROI measurement. Shetty highlighted the need for empathetic leadership and storytelling as critical tools. He said, For 2025, Im focused on mastering adaptive leadershipseeing the big picture while staying nimble enough to pivot. My goal is simple: not just to navigate change, but to lead itand inspire teams to turn bold ideas into transformative results. Furthermore, Trivedi shared that she plans to deepen her understanding of Gen Z consumers and leverage AI for content creation. She said, Gain deeper insights into Gen Z consumers and their ever-evolving preferences to create content that resonates with them. Gen Z is shaping the future of consumption, and staying ahead means continuously evolving our understanding of their behaviors and interests. For Naair, generative AI fluency will be a top priority this year. She said, In 2025, the personal skill Ill focus on as a CMO is Generative AI Fluency and Ethical Application. As AI reshapes marketing, mastering its tools and ethics is essential for driving impactful, responsible strategies. With privacy, bias, and trust at stake, Ill set the tone for responsible AI use to build consumer confidence. The role of the CMO in 2025 will be defined by its complexity and dynamism. As the intersections between technology, creativity, and purpose continue to shift, marketing leaders will need a broader skill set to move forward. The insights shared by these industry experts outline a path forward. For CMOs, the challenge ahead isn't just about keeping pace with change; its about driving it with authenticity, purpose, and lasting impact.

Bluesky growth normalises after post-election surge

Social network Bluesky, a competitor to X, experienced a significant slowdown in growth in December 2024 after a period of rapid expansion earlier in the year. Analytics firm Similarweb reported that Bluesky's user base grew by less than 10% month-over-month in December, a sharp decline from Novembers 189% growth. Daily active users of the Bluesky mobile app in the U.S. rose just 12% in December, compared to a staggering 284% growth in November. As of now, Bluesky has 26.44 million users and has started integrating features like Trending Topics. Its earlier surge in popularity was fueled by a migration of users from X, formerly Twitter, after Elon Musk aligned closely with incoming president Donald Trump and used the platform to promote Trumps campaign. Dissatisfied with Xs direction, users flocked to Bluesky, propelling the app to the top of the U.S. App Store charts in November and attracting a wave of celebrities , journalists , and authors. However, recent data indicates Bluesky's explosive growth is tapering off and normalising. Despite the slowdown, Bluesky continues to grow faster than rivals like Instagram Threads. In December, U.S. desktop and mobile web visits to Bluesky rose 9.6% month-over-month, outperforming Threads 1.6% decline. Globally, Blueskys website visits increased by 9.5%, ahead of Threads 5.7% and Xs 2.4%. Blueskys rapid expansion has brought challenges, including user discontent over moderation policies, bot activity , impersonation, and username squatting. The company has attempted to address these issues in recent updates. Despite the December slowdown, Bluesky achieved extraordinary growth in 2024, with a 930% year-over-year increase globally and two-year growth of over 30,000%.

Palal Bhattacharjee elevated to Executive Director - Marketing Sciences at PHD

Palal Bhattacharjee has been elevated to Executive Director - Marketing Sciences at PHD, following his tenure as Senior Director in the same division. Joining PHD in August 2023, Bhattacharjee now steps into this higher role to enhance the agency's marketing expertise. With a distinguished career across several global agencies, Bhattacharjee brings extensive experience to his new position. He has collaborated with industry leaders like Wavemaker, OMD APAC, and MediaCom, and has also worked with prominent organisations including The Nielsen Company, Kantar, and Zenith.

Beyond the Buzzwords: Marketing tech with storytelling & authenticity

Immersed in a world of algorithms, data streams, and ever-evolving platforms, the digital age has transformed how we connect, communicate, and consume information. Yet, amidst this technological whirlwind, one must remain anchored to a fundamental truth - that technology serves its truest purpose when it elevates the human experience. For those of us crafting narratives, this principle is paramount, acting as a vital compass. While the rapid pace of technological innovation today is undeniably impressive, true value lies in how technology enhances our lives. Effective marketing transcends mere product promotion as it taps into the human story, building a strong impression of the utility of the new technology. With storytelling at the heart of the narrative, brands today must curiously explore better ways to tell a tech story with authenticity and relatability in our connected world. High impact and power of emotional resonance To create impact, human connection must be given priority in crafting a compelling story. Moving beyond functional benefits, it is crucial to focus on how a piece of technology can indeed fit into the customers lifestyle. As vanguards of the industry, we must look at technology as something beyond just a tool - but a powerful medium for connection; a fundamental element shaping how we live, work, and interact with the world. Take lighting as an example an ambiently lit restaurant sparking intimate conversations, a stadium roaring under dazzling lights, or a childs room transformed into a magical world with the touch of a button. These scenarios represent quintessential human moments powered by technology because light-tech is not just about illumination but creating and lifting spaces to match or reflect human moods. Marketers must harness the emotions associated with the product to create meaningful connections with their audiences and do so with care. The art of storytelling: Bringing in the human touch Today brand campaigns should not only evoke feelings of warmth, wonder, and community but also resonate with the customers on a deeper level. The focus shifts to demonstrating how any technology enhances productivity, fosters creativity, and elevates customer experiences. The modern marketing landscape is shaped by some pivotal factors like premiumization, customization, and sustainability. Consumers are increasingly seeking tailored solutions that align with their values and preferences. To stay relevant, we must move away from highlighting the what of technology to emphasizing the why of it.We must strive to humanize our technology through impactful storytelling wherever there is an opportunity, by focusing on the tangible benefits it brings to individuals and businesses. Powerful thought leadership as an integral trust builder Thought leadership, when strategically harnessed, plays a pivotal role in humanizing technology, by exploring the ethical, societal, and community implications of innovation. This involves probing complex questions with a perspective on how technology is creating an impact on the customer's life. Brands must seek to inspire action for real impact. As industry leaders, we must invite others into the conversation to foster a sense of shared ownership and responsibility. And that, I believe, is the key to building trust: making it less about the gadgets and more about the people those gadgets are meant to serve. Tapping into the customers life with everyday transformations Success in marketing a technology lies in understanding the human needs driving these advancements. As we are witnessing rapid developments in Artificial Intelligence (AI) and its potential to transform the world, UGC and associated data are essential for marketers today to refine messaging and deepen their understanding. By analyzing trends, conducting surveys, and maintaining open dialogue with customers, brands can anticipate needs and create solutions that enrich lives. Building trust and lasting relationships requires a genuine grasp of customer challenges and opportunities. As marketers, we must create space for a more human-centred approach to technology and invite others into the conversation. The future of technology isn't about replacing the human element; it's about amplifying it. It's about creating a world where innovation empowers us to connect, create, and thrive. And that's a future we're passionate about illuminating, together. By focusing on the human spark, we can unlock the true potential of technology and build a brighter future for all. This article is penned by Nikhil Gupta , Head of Marketing, Strategy, Govt. Affairs & CSR at Signify, Greater India Disclaimer: The article features the opinion of the author and does not necessarily reflect the stance of the publication.

Social Samosa unveils Social Media Content Calendar 2025

As we enter 2025, marketing professionals across the spectrum, CMOs, social media managers, and content strategists, are sharpening their focus on the art of strategic planning. In a digital landscape where timing and relevance can make or break a campaign, having a clear roadmap is essential. TheSocial Media Calendar 2025 by Social Samosa emerges as a vital resource for those aiming to align their messaging with the years most significant events. The calendar, available for free download, offers a comprehensive guide to holidays, celebrity birthdays, festivals, and key occasions that can drive engagement and bolster content strategies. Its not just a tool, its a framework for building timely, relevant, and impactful campaigns in an ever-evolving digital ecosystem. Social Samosa, a longstanding ally of marketers, continues its mission of empowering the community by providing resources that bridge creativity with precision. The 2025 calendar underscores this commitment, offering a structured approach to planning, organising, and executing content that connects with audiences. A well-orchestrated content plan can elevate a brands presence, ensuring it remains consistent, agile, and relevant. Whether you're looking to capitalise on trending moments or craft long-term campaigns, this calendar serves as a trusted guide to navigating the year ahead. Marketers, creators, and agencies can download the calendar and take the first step toward shaping a memorable and impactful 2025.

Spotify launches Partner Program to boost earnings for podcast creators

Spotify has introduced a new Partner Program to help podcast creators earn extra income from their video content. The program, which was initially announced in November, officially launched on Thursday in the U.S., U.K., Canada, and Australia. This new feature allows eligible creators to monetize their podcasts beyond traditional ad revenue, offering video payouts as an additional income stream. Spotify hopes the program will boost its video podcast library and position it as a stronger competitor to YouTube, which currently leads the video space. In addition to the Partner Program, Spotify has made video podcasts ad-free for Premium subscribers and launched a feature called Podcast Clips. These short videos help creators promote their shows and make it easier for users to discover new content. Spotify reports that clips are 33% more effective than previews in converting casual browsers into engaged listeners.

Sam Altman reveals OpenAI's losses on ChatGPT Pro

OpenAI CEO Sam Altman recently revealed that the company is losing money on its $200-per-month ChatGPT Pro subscription plan because users are utilizing it far more than expected. I personally set the price, Altman shared in a series of posts on X (formerly Twitter). I thought it would make us some money. Launched late last year, ChatGPT Pro offers access to an enhanced version of OpenAIs o1 reasoning AI model, known as o1 Pro Mode. It also removes usage limits on other OpenAI tools, such as the Sora video generator. Despite raising around $20 billion since its founding, OpenAI has yet to turn a profit. The company reportedly incurred $5 billion in losses last year against $3.7 billion in revenue. The high costs of running ChatGPT, which once burned through $700,000 daily, as well as expenses like staffing, office space, and infrastructure for training AI, are major factors behind these losses. OpenAI has admitted it needs more funding than initially anticipated and is exploring a corporate restructuring to attract new investors. To improve profitability, the company may increase subscription prices across its plans. OpenAI has set an ambitious revenue target of $100 billion by 2029, a figure matching Nestls current annual sales.

Google pays Can$100 million to Canadian media for content use

Google has recently paid Can$100 million to Canadian news outlets to use their content on its platform. This development is part of a deal made with the government to address the loss of advertising revenues faced by news organisations. Canadas Online News Act passed in 2023, requires tech platforms to compensate news publishers, similar to policies adopted in Australia and parts of Europe. Google and Meta, which collectively control 80% of Canadas advertising revenue, have faced criticism for profiting from news content without paying for it. The funds were transferred to the Canadian Journalism Collective, a non-profit responsible for distributing the money. News Media Canada President Paul Deegan praised the arrangement, calling it far superior to similar deals in other countries, according to the report. Under the agreement, Canadian newsgroups could receive up to Can$20,000 per journalist, helping newsrooms produce more high-quality journalism. The funding aims to bolster Canadas struggling local news sector, which has suffered significant losses over the past decade, including a sharp decline in advertising revenue and the closure of hundreds of publications. Googles payment is expected to help news organisations cover democratic institutions and maintain fact-based reporting. The company has signalled its intention to continue the agreement, with another payment planned for the end of 2025. Broadcasters will receive 30% of the funds, while the rest will be distributed among news publishers. In contrast, Meta has reportedly chosen to block news content on Facebook and Instagram in Canada to avoid compensating media companies.

Sonia Huria appointed as the Head of Brand, Consumer, & Social Communications at Maddock Films

Sonia Huria has been appointed as the Head of Brand, Consumer, and Social Communications at Maddock Films. Announcing the news on LinkedIn , she wrote, In my new role, Im eager to bring together the storytelling touchpoints across Social, PR, and Consumer Communication to create immersive and engaging experiences for viewers. By connecting these threads seamlessly, we can build a dynamic and interconnected audience journey, amplifying the magic of our narratives and ensuring they captivate and delight at every interaction. Hurias career spans notable roles in the media and entertainment industry, with contributions at Viacom18 and Amazon Prime Video India. In her new role, Huria aims to integrate storytelling across social media, public relations, and consumer communication, creating a cohesive audience journey. She highlighted her goal of delivering immersive experiences that amplify the impact of Maddocks narratives and deepen audience engagement. Hurias appointment comes at a strategic time, as Maddock Films looks to consolidate its brand presence and broaden its reach.

OpenAI turns focus toward Superintelligence

OpenAI CEO Sam Altman recently shared that the company believes it now understands how to develop artificial general intelligence (AGI) as traditionally defined. In a recent blog post , Altman further revealed the companys growing focus on superintelligence, a step beyond AGI. We love our current products, but we are here for the glorious future, Altman wrote. He emphasised, Superintelligent tools could massively accelerate scientific discovery and innovation well beyond what we are capable of doing on our own, and in turn, massively increase abundance and prosperity. Altman has previously predicted that superintelligence could arrive within a few thousand days and described its impact as being more intense than many anticipate. OpenAI defines AGI as highly autonomous systems capable of outperforming humans in most economically valuable tasks. However, Altman did not explicitly specify whether he was referring to this definition or Microsofts, which considers that AGI can generate $100 billion in profits a milestone that would end Microsofts access to OpenAI technology under their agreement. Altman also suggested that AI agents may soon join the workforce and significantly influence companies output. He believes that putting great tools in the hands of people leads to broadly distributed benefits. Despite these ambitions, current AI technology faces hurdles such as errors, hallucinations, and high operational costs. While Altman remains optimistic that these challenges will be resolved quickly, recent years have demonstrated that AI development timelines can be unpredictable. OpenAI has acknowledged the complexity of transitioning to a world with superintelligence, admitting in past blog posts that the process is uncertain. The company has expressed concerns about safely steering superintelligent systems, stating in 2023 that it lacked solutions to control such AI reliably. Its post noted that humans wont be able to supervise AI systems that are smarter and current alignment techniques wont scale. Since then, OpenAI has disbanded some of its AI safety teams and seen several researchers leave, with many citing the companys growing commercial focus as a concern. The company is also undergoing a corporate restructuring to attract more investors. As the company moves toward superintelligence, ensuring the safety and alignment of these systems remains a critical and unresolved challenge.

ThinkROI appoints Nitin Kalel as Director - Technology

ThinkROI has appointed Nitin Kalel as Director - Technology. Kalel joins ThinkROI with over 20 years of expertise in technology and digital innovation, honed at firms like Interactive Avenues, People Interactive, Reliance Digital Entertainment, and Hungama Digital Services. Kalels collaborative leadership aligns technology with business goals. A key project he has spearheaded is ITC Sunfeast Biscuits AR campaign, enabling users to star in an ad with Shah Rukh Khan. Kalel expressed his excitement about the new role, stating, Im honored to join ThinkROI. The agencys creativity-meets-technology approach is truly inspiring, and Im eager to push the boundaries of what we can achieve. I look forward to contributing to ThinkROIs vision and elevating it to new heights of innovation. Kalels appointment reunites him with Suraj Talaulikar , ThinkROIs Co-founder & Chief Creative Officer, with whom he shares a history of successful collaborations. Talaulikar, a former creative leader at Interactive Avenues, Hungama Digital Services, Ogilvy, Isobar, TATA Interactive Systems, and, is known for his campaigns across diverse sectors. Talaulikar and Kalel have worked together extensively in the past on solutions across industries, which include FMCG (ITC, HUL), telecommunications (Vodafone), automobile (Bajaj Auto, Mahindra, Toyota), BFSI (Axis Bank, Bank of Baroda), pet products (Pedigree, Whiskas), hospitality (Carnival Cruise Lines), real estate (Lodha Group), music (Spotify), and electronics (Sony). Talaulikar shared his enthusiasm for the reunion, saying, Working with Nitin has always been a seamless and inspiring experience. His deep understanding of technology and passion for innovation perfectly complement my creative process. Since Nitin has joined, we have already done some amazing work, including the Zoya Gin websitewhich got nominated for a Creative ABBY Awardand successful AMD Hub & AMD GameOn projects. We are even in the process of developing a cutting-edge tool that is set to redefine online data acquisition.