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Wiggles Prashant Kohli joins Newton School as Senior Director - Marketing

Prashant Kohli has joined the tech education company, Newton School as the Senior Director of Marketing as per his announcement made on LinkedIn. Kohli previously served as the Chief Marketing Officer at the pet care brand, Wiggles. He joined the brand in April 2022 as the VP - Brand Strategy before being elevated to CMO. An Engineer turned Marketeer, Kohli has enjoyed a wide diversity of roles across Brand Strategy & Management, Go To Market Strategies, New Product Development, D2C & E-commerce, Digital & Social Strategy, and Customer Experience. He began his career in 2010 as a Digital Planner & Strategist at The Glitch where he later rejoined in multiple leadership roles including Creative Director, Senior Director and Vice President, Strategy. Kohli has also worked with companies and agencies like blink | ThinkBlink, Eccentric Engine and TBWAMedia Arts Lab. His experience spans categories like FMCG, Alcobev, Consumer Internet, Consumer Technology, Healthcare, Food & Beverages, Startups, Travel & Lifestyle, Hospitality, Petcare, Homecare, Edtech and Fintech.

Feed Burner 20 Feb 2024 3:43 pm

AdLift wins Two Brothers Organic Farms' mandate

AdLift has announced the onboarding of Two Brothers Organic Farms. Won in a multi-agency pitch, AdLift will be handling the paid marketing responsibilities for the brand. We are thrilled to be partnering with Two Brothers Organic Farms and excited about the opportunity to elevate their brand through our paid marketing initiatives, said Prashant Puri , Co-Founder & CEO, AdLift. Our team is committed to leveraging the latest technologies and trends to ensure Two Brothers Organic Farms receives the visibility it deserves in the highly competitive organic market. The paid marketing strategy devised by AdLift for Two Brothers Organic Farms encompasses a multi-faceted approach, combining targeted advertising, search engine marketing, and social media campaigns. The agency aims to increase brand awareness and drive meaningful engagement and conversions for Two Brothers Organic Farms. We were looking for a digital agency that could not only understand our brand ethos but also create impactful campaigns that resonate with our audience. AdLift impressed us with their strategic insights and proven track record, and we are excited to embark on this journey with them, stated Satyajit Hange , Co-Founding Farmer, Two Brothers Organic Farms.

Feed Burner 20 Feb 2024 3:10 pm

Dalmia Cement onboards Ranveer Singh as its brand ambassador

Dalmia Cement has onboarded Ranveer Singh as its brand ambassador. With this collaboration, the actor will also feature in the brand's latest campaign that focuses on creating awareness among home builders and contractors in choosing the cement, using it correctly, and following construction practices to build their homes. Commenting on the initiative, Puneet Dalmia , MD & CEO, of Dalmia Bharat Limited, said, During our illustrious journey over the last eight decades, Dalmia Cement has stood shoulder to shoulder to build our nation from its roots, contributing to create iconic national landmarks as well as happy homes for millions. As individuals, we cherish our homes which hold a profound value and place in our lives. Thus, constructing such a generational asset with the proper application of cement and technical expertise not only ensures structural integrity but also represents an investment for life . Our new brand campaign manifests not just an eminent legacy, but also a commitment to consumer centricity it conveys a core message that building a home with due care means building it for generations to come, he said. Commenting on his collaboration Ranveer Singh shared, I have always admired Dalmia Cement for contributing to the construction sector for over 80 years. I am happy to partner with the company & advocate for the vital importance of Roof Column and Foundation in home construction. Together, we aim to educate individuals to make informed choices, ensuring that every structure stands the test of time. Sameer Nagpal , COO, of Dalmia Cement (Bharat) Ltd. shared, We believe that the brand must play a vital role in consumers lives so that they can make informed choices. Dalmia Cement has over the years developed proprietary know-how of optimising cement recipes that make it most suitable for Roof Column and Foundation. These are the most critical elements in the structure of the house and are responsible for its strength and longevity. In addition to providing the right cement for RCF, we also have a strong on-the-ground technical workforce which assists home builders and contractors in using the cement in the right way. The RCF campaign brings to the fore this value proposition.

Feed Burner 20 Feb 2024 1:00 pm

Reddit strikes USD 60 Million AI content deal ahead of IPO launch

Reddit has reportedly struck a licensing deal with a major artificial intelligence (AI) company, as per Bloomberg's recent report . This agreement is valued at around USD 60 million annually. Reddit has informed potential investors about the deal, which is still subject to change amid ongoing discussions regarding the IPO, anticipated to take place in March. This content licensing arrangement reflects the growing interest in AI, with Reddit's deal potentially serving as a blueprint for similar future contracts, Bloomberg notes. If Reddit's IPO materializes, it would mark the first major social media company to go public since Pinterest in 2019. The San Francisco-based platform, valued at approximately USD 10 billion in a 2021 funding round, has seen its year-over-year revenue increase by 20 percent by the close of 2023, though it fell short of a previously set USD 1 billion revenue target. Advised to aim for a USD 5 billion valuation, Reddit's public offering is expected to occur in March, with a valuation considerably lower than the USD 10USD 15 billion range projected during its 2021 IPO filing, which was hindered by market conditions.

Feed Burner 20 Feb 2024 12:42 pm

Real V/S Virtual Influencers: The evolving tapestry of brand storytelling

In the dynamic landscape of influencer marketing, 2023 has ushered in a new era with the emergence of AI-based virtual influencers. These digital avatars are making waves and redefining the dynamics of brand activation. A recent headline-grabbing incident featured a Barcelona-based virtual influencer raking in a whopping nine lakhs from advertisements, sparking debates about the future dominance of virtual influencers. As we navigate this uncharted territory, one question looms large: Can virtual influencers truly replace their real counterparts, or is there a symbiotic relationship awaiting discovery? The Evolving Landscape of Influencer Marketing Not long ago, influencer marketing primarily depended on individuals boasting a substantial following on social media platforms. In general, these influencers were handpicked by the team managing the influencer campaign of brands, guiding the individuals on every step of the campaign with a degree of creative freedom. However, the landscape is evolving rapidly, and we recently observed many new developments in the endless sea of social media campaigns, from the emergence of unconventional influencers to the rise of AI-based influencers. These developments are becoming a driving force in shaping brand narratives. Real influencers bring authenticity and an emotional touch, while virtual influencers offer a novel, futuristic appeal. Lets delve deeper and understand how brands can leverage social media using the most optimum combination of trust associated with real influencers and the allure of cutting-edge technology embodied by their virtual counterparts. Adaptability and versatility Adaptability is crucial in the fast-paced world of marketing, and virtual influencers demonstrate a remarkable level of versatility. They can seamlessly evolve to align with changing trends and consumer preferences. Real influencers, while authentic, may struggle to keep pace with the rapidly shifting dynamics of the digital landscape. Virtual influencers have the edge here for their versatility, but we must keep in mind that although the implementation of a campaign curated for real influencers might take more time, they offer a higher degree of emotional touch with their followers. Additionally, the availability of virtual influencers is limited in the present scenario; hence, real influencers can be a better option for companies of scale. Targeting Niche Audiences While virtual influencers can hyper-target niche audiences through personalized targeting using algorithms, in the Indian context, brands can opt for regional influencers. If the question comes to mind why regional influencers are a better option, the answer lies in the rich, diverse culture of India, which is home to different languages. In the current scenario where AI is still in the developmental stage, it will be a tedious task to incorporate many languages into the database of a virtual influencer. Regional influencers can enable brands to connect with audiences on a personal level, fostering stronger and more meaningful relationships. Cost-Effectiveness and Scalability Financial considerations in influencer marketing are significant. Although there are options available for influencer campaigns for brands with different budgets ranging from lakhs to crores, the segment knows no bounds. The collaboration charges of influencers can vary on multiple factors such as their engagement rate, followers, and the number of associations they already have. Virtual influencers can be a cost-effective alternative in the future, as in the present scenario, each brand cannot come up with its virtual influencer without a hefty investment in research and development. Ethical Considerations in Advertising When we explore the world of virtual influencers, ethical considerations become increasingly important. The lines between reality and fiction blur, raising questions about transparency in advertising. Real influencers are tangible personalities with real experiences; however, virtual influencers are scripted and controlled by algorithms. Brands must grapple with the ethical implications of promoting products through entities that lack genuine emotions and experiences. Brands must keep the essence of authenticity alive. Balancing the need for relatable content with the promotional element is a delicate task for influencer campaign managers. As the influencer marketing landscape continues to transform, brands must accept the duality of real and virtual influencers. The power to resonate with diverse audiences lies in the synergy between authenticity and innovation. In the digital era of brand activation, the journey is not about choosing sides but rather about crafting narratives that seamlessly blend the tangible and the virtual, creating a tapestry that captivates and resonates with the ever-evolving consumer mindset. The rise of virtual influencers is not a threat to the authenticity of real influencers but an evolution in the storytelling toolbox available to brands. The key lies in harnessing the strengths of both worlds to create a holistic and engaging brand experience. As marketers navigate this uncharted territory, one thing is certain: the future of influencer marketing is as dynamic and unpredictable as the digital world itself. This opinion piece is authored by Danish Malik , Co-Founder and CEO of Boomlet Group. Disclaimer: The article features the opinion of the author and does not necessarily reflect the stance of the publication.

Feed Burner 20 Feb 2024 11:52 am

Dentsu Creative India wins the creative mandate for Motorola India

Dentsu Creative India has bagged the creative mandate for Motorola. The agency won the mandate following a multi-agency pitch and will service the brand from its Delhi office. As per the mandate, Dentsu Creative will spearhead a wide spectrum of services across digital and mainline platforms. This includes Proposition Development, Reporting & Competition Benchmarking, Planning & Strategy Decks, Social Media Creatives, Media Requirements encompassing Digital, ATL (Above the Line), and Retail, as well as ORM (Online Reputation Management) and Social Listening. Commenting on the partnership, Shivam Ranjan , Marketing Head, Motorola Asia Pacific said, We are excited to onboard Dentsu Creative as our creative partners, their innovative approach, digital-first thinking and strategic acumen make them the perfect partner to accelerate Motorola's core business narrative. Their in-depth research capabilities, industry expertise and creativity seamlessly align with our vision. We look forward to collaboratively delivering impactful and memorable campaigns to our audience. Dentsu Creative PR and iProspect, both agencies from dentsu India, handle the PR and media mandate for Motorola India, respectively. The addition of Dentsu Creative as the creative partner marks a strategic enhancement to the brand's integrated campaign approach, reinforcing its overall marketing strategy. Ujjwal Anand , Managing Partner, Dentsu Creative India added, We are honored and excited to commence this creative journey with Motorola India. We are optimistic that our belief in modern creativity, an approach that resonates with today's dynamic landscape, will contribute to the success of meaningful campaigns for Motorola. Our commitment is to seamlessly blend storytelling, data, media, and technology, ensuring a captivating brand experience that surpasses expectations. We look forward to crafting innovative narratives, breaking traditional boundaries, and contributing to Motorola's success in the vibrant and ever-evolving Indian smartphone market.

Feed Burner 20 Feb 2024 11:30 am

CCPA formulates new guidelines to identify misleading coaching ads: Report

The Central Consumer Protection Authority (CCPA) conducted the first meeting of the Committee constitutedto prepare Guidelines with respect to misleading advertisements in the coaching sector on 8 th January 2024. The Committee discussed the Draft of the Guidelines. Rohit Kumar Singh, Secretary (Consumer Affairs) & Chief Commissioner (CCPA) stated that the protection of consumer interest is a paramount concern to CCPA. He highlighted the need for clarity, specifically in addressing certain aspects related to advertisements in the coaching sector. He further stated that CCPA firmly believes in safeguarding the rights of consumers and ensuring no false or misleading advertisement is made of any goods or services which contravenes the provisions of the Consumer Protection Act, 2019. The Guidelines shall be applicable to all the coaching institutes whether online or physical and cover all forms of advertisement regardless of form, format or medium. The Guidelines prescribe conditions when an advertisement by a coaching institute shall be construed to be misleading advertisement as defined under the Consumer Protection Act 2019 which inter-alia include concealing important information related to the course opted by the successful candidates [courses opted by successful candidates (whether free or paid), duration of course etc. The Guidelines also provide that coaching institutes shall not make false claims regarding success rates or number of selections or any other practices that may lead to consumer misunderstanding or subvert consumer autonomy and choice. The guidelines also prescribes DOs and DONTs that need to be observed before coming up with advertisements:- Coaching Institute shall mention the requisite information with the successful candidate's photo:- Rank secured by the successful candidate Course opted by the successful candidate Duration of course Whether it is paid or free Coaching institutes shall not make a claim 100% selection or 100% job guaranteed or guaranteed preliminary or mains. The font of the disclaimer/Disclosure/Important information in the advertisement shall be the same as that used in the claim/advertisement. The placement of such information shall be at a prominent and visible place in the advertisement. It was also clarified that the penalty for misleading advertisement by the coaching sector will be governed as per the Consumer Protection Act, 2019 and the Guidelines are just in the nature of clarification to the stakeholders and violations of the provisions of the Consumer Protection Act 2019 shall continue to be governed under the existing provisions of the Consumer Protection Act 2019. The Committee observed that there is an urgent need to issue the Guidelines and the Draft as discussed in the Meeting should be issued at the earliest. CCPA has taken serious action against misleading advertisements by coaching institutes. In this regard, CCPA has issued notices to 31 coaching institutes for misleading advertisements and imposed fines on 9 of them for misleading advertisements.

Feed Burner 20 Feb 2024 8:00 am

Tathagat Jena elevated to Head of Marketing for India and APAC at HMD

Tathagat Jena has been elevated to the position of Head of Marketing, Direct-to-Consumer (DTC), and Online Business for India and the Asia-Pacific region at Human Mobile Devices (HMD), the company behind Nokia phones. Jena, who previously served as the Head of Marketing at HMD Global, announced his new role on LinkedIn. He has been with HMD for nearly two years. I'm excited to announce my new role as the Head of Marketing, D2C & Online Business for India & APAC at HMD. Grateful to Ravi Kunwar - VP India and APAC, Emma McDonnell - CHRO, Alain Lejeune - COO, and our chairman Jean-Francois Baril. Looking forward to exploring endless possibilities with HMD's new multi-brand strategy, Jena's LinkedIn post read. Before joining HMD, Jena held positions at Ogilvy & Mather, Lowe Lintas, Transsion Infinix, Samsung Electronics, and Leo Burnett, among other notable organisations.

Feed Burner 19 Feb 2024 6:11 pm

Everymedia and Plus 1 Communications announce global alliance

Everymedia Technologies Pvt. Ltd. and Plus 1 Communications have announced an alliance to expand global partnering opportunities for brands and businesses. This alliance aims to streamline operations and deliver enhanced value to clients worldwide by leveraging the combined expertise of both companies. Key leadership appointments have been made to drive this collaboration. Karen Lane Currently Managing Director of Plus 1 Communications, will act in a dual capacity as Director of Global Partnerships, Everymedia. Karen, who has lived and worked in Mumbai along with the Middle East, brings a global expertise in brand building and digital marketing across markets. Pooja Thakker - Who previously served as Director, Client Partner, has been appointed as Global Director- Strategy, and Innovation. She will act as a key executive to further develop the use of innovative technologies across the business and expand new revenue streams that serve Everymedias growing global client base. She will work closely with Karen and others in the leadership team to forge strategic partnerships to drive further business growth. Commenting on the development, Gautam B. Thakker , Founder and Chief Executive Officer of Everymedia Technologies, said, I am thrilled to announce this global alliance with Plus 1 Communications and these strategic appointments that reflect our commitment to nurturing top talent within the organisation and advancing our mission to enhance global communications reach. With their extensive experience and leadership qualities, I am confident that Karen and Pooja will play instrumental roles in driving success in the years to come, strengthening our ability to connect with consumers worldwide. Ricky Ghai , Chairman, Plus 1 Communications commented, Although a relationship between Everymedia and Plus 1 Communications has existed for over a decade, these changes and the general intent signifies an exciting time for us. India is a complex and booming marketplace and without boots on the ground, many struggle to reach the growing consumer base. We can now offer an incredible one stop shop as a completely integrated communications agency for global clients.

Feed Burner 19 Feb 2024 6:03 pm

Case Study: How TTT & Meesho leveraged social media to connect breakups and Diwali declutters; reaching 15.49Mn users

During Diwali, Meesho wanted to achieve an uptick in brand awareness and increased mindshare regarding festive outfits for both shopping and gifting. To do so, the brand collaborated with TTT to highlight the ups and downs of a breakup through an elaborate social media campaign and reached 15.49 million users. Here's a case study on how they did it. Category Introduction Meesho is a shopping app particularly popular among Tier 2 cities. Meesho recently emerged as the fastest-growing shopping app in India by crossing 500 million cumulative downloads across Google Play and the iOS App Store. Brand Introduction Meesho aims to enhance awareness of its shopping app, highlighting the ease of delivery and the availability of trendy outfit options. Within the context of Diwali, the objective was to increase consideration for Meesho as the go-to app for festive gifting. To do this, the e-commerce platform collaborated with TTT, a visual storytelling page. Summary Meesho partnered with TTT for their festive IP, 'Sparkles'. This campaign centred around Diwali and emphasized the connections enabled by festivities and gifting, especially with friends and family. The hero property of the IP was a short film titled 'Rani Pink', starring Siddharth Nigam and Apoorva Arora. Objective The objective was to achieve an uptick in brand awareness and increased mindshare when it comes to festive outfits for both shopping and gifting. Creative Idea The key insight: In India (especially in smaller towns), many people hide their dating life from their families. Hiding a breakup is even harder. The campaign explores the idea of decluttering during Diwali, suggesting that this applies not only to physical possessions but also to emotions. Meesho becomes a partner in enabling this feeling of moving on. Execution Phase 1 The makers hosted the film on YouTube, which had a special premiere via Instagram Live, ft. Siddharth & Apoorva. Phase 2 Social media push on Twitter, Facebook, Instagram, Snapchat, and other relevant platforms. The characters made extra content to support the film. View this post on Instagram A post shared by Terribly Tiny Tales (@ttt_official) View this post on Instagram A post shared by Terribly Tiny Tales (@ttt_official) View this post on Instagram A post shared by Apoorva Arora (@apooarora) View this post on Instagram A post shared by Siddharth Nigam (@thesiddharthnigam) View this post on Instagram A post shared by Terribly Tiny Tales (@ttt_official) Phase 3 TTT posted illustrations describing relatable insights around Diwali. View this post on Instagram A post shared by Terribly Tiny Tales (@ttt_official) View this post on Instagram A post shared by Terribly Tiny Tales (@ttt_official) View this post on Instagram A post shared by Terribly Tiny Tales (@ttt_official) Results Social (IG + FB) Total Reach: 15.49M Total Impressions: 20.32M Total Engagement: 1.06M Total plays: 11.45M Film Views: 3.3M Anuj Gosalia , CEO of TTT said, With 'Sparkles,' we are bringing to screen a story that captures the nuances of family relationships and the joy of Diwali festivities - all of this with a new, fresh lens. Our collaboration with Meesho has allowed us to enhance the storytelling experience, connecting with our audience at a deeper level. Sparkles - S1 is out for the world so see. Expect banter, laughter and a song. Echoing this sentiment, Soumitra Choubey , Associate Director, Brand Marketing at Meesho stated, This Diwali, we are weaving stories that light up hearts and homes. Partnering with Terribly Tiny Tales, we illuminate the festival of lights with stories that shine as bright as our products. Sparkles signifies the true essence of Diwali along with reflecting the ethos of Meesho - enriching lives, spreading happiness, and offering a plethora of quality products at the best prices. Through this film, we aim to create an everlasting bond with our customers and inspire them to create their blockbuster moments this Diwali.

Feed Burner 19 Feb 2024 5:48 pm

MCA & Meta launch WhatsApp helpline to combat AI-generated misinformation

The Misinformation Combat Alliance (MCA) and Meta are working on launching a dedicated fact-checking helpline on WhatsApp to combat media generated, using artificial intelligence which may deceive people on matters of public importance, commonly known as deepfakes, and help people connect with verified and credible information. The helpline will be available for the public to use in March 2024. The initiative will allow MCA and its associated network of independent fact-checkers and research organizations to address viral misinformation particularly deepfakes. People will be able to flag deepfakes by sending it to the WhatsApp chatbot which will offer multilingual support in English and three regional languages (Hindi, Tamil, Telugu). The MCA will set up a central deepfake analysis unit to manage all inbound messages they receive on the WhatsApp helpline. They will work closely with member fact-checking organizations as well as industry partners and digital labs to assess and verify the content and respond to the messages accordingly, debunking false claims and misinformation. The focus of the program is to implement a four-pillar approach detection, prevention, reporting and driving awareness around the escalating spread of deepfakes along with building a critical instrument that allows citizens to access reliable information to fight the spread of such misinformation. Commenting on the partnership, Shivnath Thukral , Director, Public Policy India, Meta, We recognize the concerns around AI-generated misinformation and believe combatting this requires concrete and cooperative measures across the industry. Our collaboration with MCA to launch a WhatsApp helpline dedicated to debunking deepfakes that can materially deceive people is consistent with our pledge under the Tech Accord to Combat Deceptive Use of AI in 2024 Elections. As a company that has been at the cutting edge of AI development for more than a decade, we remain committed to work with industry stakeholders to introduce common technical standards for AI detection, transparency solutions and policies, along with empowering people on our platforms with resources and tools that make it simpler for them to identify content that has been generated using AI tools and curb the spread of misinformation. The Deepfakes Analysis Unit (DAU) will serve as a critical and timely intervention to arrest the spread of AI-enabled disinformation among social media and internet users in India. Its formation highlights the collaboration and whole-of-society approach to foster a healthy information ecosystem that the MCA was set up for. The initiative will see IFCN signatory fact-checkers, journalists, civic tech professionals, research labs and forensic experts come together, with Meta's support. We hope the DAU will become a trusted resource for the public to discern between real and AI generated media and we invite more stakeholders to be a part of the initiative. said Bharat Gupta , President, Misinformation Combat Alliance. Metas fact-checking program in India includes partnerships with 11 independent fact-checking organizations that help users to identify, review, verify information and help prevent the spread of misinformation on its platforms.

Feed Burner 19 Feb 2024 3:11 pm

AgencyCon Agenda: All you need to know about the thought-leading sessions

AgencyCon, set to unfold in Mumbai, promises an insightful exploration into the future of agencies and the ever-evolving landscape of the advertising and marketing industry. Through thought-provoking discussions and pioneering sessions, attendees will delve into key topics such as The Agency of the Future, Future Proofing Agency Business, and The Rise of Super Specialist Agencies. These topics have been carefully selected to mirror the current trends and challenges facing agencies today. From adapting to technological advancements to redefining client-agency relationships and navigating the complexities of specialization, each discussion offers a deep dive into crucial aspects shaping the industry's trajectory. Agency professionals attending the summit can expect to glean valuable lessons and actionable insights from the extensive lineup of over 30 agency leaders. These industry stalwarts will not only share their perspectives but also offer anecdotes and learnings drawn from their wealth of experience. Whether it's discovering strategies for staying ahead of the curve, optimizing operational efficiency, or fostering innovation, attendees will find a wealth of knowledge to enhance their agency's success. Participating entries in this edition are competing in more than 30+ agency categories and 20+ individual categories. The evaluation process is being conducted by a distinguished jury panel comprising diverse and experienced minds from the advertising and marketing industry. To be a part of the AgencyCon and Indian Agency Awards, you can register for the event here . Take a glimpse at our outstanding roster showcasing leading figures in the industry, offering something truly exciting to anticipate: 2 PM - Keynote: The Agency of the Future Harshil Karia, Founder, Schbang 2.20 PM - 2.50 PM - Fireside Chat Amit Wadhwa, CEO, Dentsu Creative India 2.50 PM - 3.30 PM - Panel Discussion: Taking India to the World Harikrishnan Pillai, CEO and Co-Founder, TheSmallBigIdea Prashant Puri, CEO & Co-Founder - AdLift Rikki Agarwal, Co-Founder, Chief Business & Operating Officer, Blink Digital Sowmya Iyer, Founder & CEO, DViO Digital 3.30 PM - 3.50 PM - Breaking & building - How the content industry is reinventing itself around AI Karthik Nagarajan, CEO, Hogarth India 3.50 PM - 4.20 PM - Fireside Chat on Ideal Agency-Brand Relationship Vishal Chinchankar, CEO, Madison Digital & Madison Alpha Girish Hingorani, VP-Marketing & Corporate Communications, Blue Star Limited 4.20 PM - 5.00 PM Panel Discussion: Future Proofing Agency Business Session Chair - Anil Nair, Founder at Glassbox Abhik Santara, Director & CEO, ^ a t o m Chaaya Baradhwaaj, Founder & MD, BC Web Wise Pooja Manek, Creative Lead & Founding Member, Talented Suneil Chawla, Co-Founder, Social Beat Suraja Kishore, CEO- BBDO & TeamX for Mercedes-Benz, India 5.20 PM - 5.40 PM - Advertisings people management is broken. Here's how to fix it. Arantxa Aquino, Head, HR & Talent Experience, Talented 5.40 PM - 6.20 PM - Panel Discussion: The Guide to Craft The Perfect Pitch Session Chair - Apoorva Maheshwari, Head of Marketing, Bestseller India Eshwari Pandit: Senior Creative Director, Interactive Avenues Mehul Gupta, Co-Founder & CEO, SoCheers Prachi Bali, EVP & Business Head, Saatchi & Saatchi Propagate Shikha Davessar, Executive Vice President & Head - Client Business, 22feet Tribal Worldwide 6.35 PM - 7.15 PM - Panel Discussion:What goes behind Mergers, Acquisitions & Consolidations Gaurav Arora, Co Founder, Social Panga Sanjay Mehta, Advisor & Board Member, Mirum Agency Shibu Shivanandan, Founder & CEO, PivotRoots 7.15 PM - 7.55 PM - Panel Discussion:The Rise of Super Specialist Agencies Session Chair - Nabh Gupta,Founder, At The Moment Ventures Arihant Jain, CEO, WLDD Nikhil Jain, Co-Founder and Partner at Stonks Studios Rashi Agarwal, Founder, Megalodon Saksham Jadon, Founder and CEO, Youngun Soham Thakkar, Co Founder, ARtmeTech Srishti Modi, Founder, Lesssgo Below are the details of AgencyCon: Date & Day: February 21, Wednesday Time: 2PM Onwards Location: Mumbai. You can register for the event here .

Feed Burner 19 Feb 2024 1:56 pm

Meta to shift Apple tax to advertisers on Facebook & Instagram

By revealing that it will soon charge its users Apple's 30% service fee, Meta hopes to capitalize on advertiser dissatisfaction in its legal dispute with the company over in-app purchase costs. This month, advertisers that wish to pay to boost a post on the Facebook or Instagram iOS app will now be invoiced through Apple, where this additional price will now be charged, according to a statement made by the social networking giant. The company states that Meta must now either comply with Apples guidelines or remove boosted posts from their apps, suggesting that it has been violating Apples policies by offering the pay-to-boost option. It's merely increasing the price of those in-app purchases because it doesn't want to do the latter and doesn't want the effect on its bottom line to suffer. To avoid the upcharge, advertisers can opt to pay to boost posts from the web on Facebook.com or Instagram.com (both are compatible with desktop and mobile browsers). Since in-app purchases are the simplest method to make purchases on Apple products, Meta is aware that users may not view this as a convenience. Those who want to use in-app purchases will therefore have to pay extra for the option. Raising the price of iOS boosts is probably an attempt by the company to incite anger that will support its larger efforts to break Apple's monopoly on the iOS app market. Similar to other major software companies like Epic Games, Spotify, Match, and others, Meta wants to be free to provide its payment methods within its apps instead of having to rely on Apple's in-app purchases, which charge the company a 30% commission. Legislators and regulators are being pushed by the firm to alter Apple's business practices. It may have gained some more allies in its conflict with Apple by passing on Apple's 30% levy to the thousands of small business marketers on iOS. Subsequently this year, the modifications will be extended to additional markets, starting with the U.S. Meta applications. With Apple growing its ad business and cutting into Meta's profits, the two have become more and more in conflict. Ad market share was lost by Meta as Apple increased with the introduction of App Tracking Transparency, which gives users the option to refuse to have their apps follow them. For an extended period, the company contended that Apple's ATT would reduce its advertising earnings and cautioned investors that headwinds from ATT would affect its own capacity to generate income from advertising. After a quarter of profit tripled and a dividend announcement was made, Meta has now moved past the ATT repercussions. The CEO of the social networking giant, Mark Zuckerberg, told investors that Apple's DMA requirements were so onerous that he doubted any developer would opt-in. The social networking giant was also among those who criticized Apple for its compliance with the new EU regulation, the Digital Markets Act. Following Meta's criticism,Apple released a statement to 9to5Mac. In it, the company said that in-app transactions for digital products and services have always been required by the App Store and that it has worked with Meta to allow the company more time to comply with its rules.

Feed Burner 19 Feb 2024 12:41 pm

Google unveils new generation of AI Gemini 1.5 Pro

Google has unveiled Gemini 1.5 Pro, an upgraded GenAI model capable of processing significantly more data than its predecessor, Gemini 1.0 Pro. This new model can handle about 35 times more text or code and also supports multimodal input, such as audio and video. Although the wider release version can only process a fraction of the data initially, it represents a significant advancement in AI capabilities, particularly in handling longer contextual information. Gemini 1.5 Pro boasts a context window of up to 1 million tokens, allowing for various applications like analyzing code libraries, and lengthy documents, conversing with chatbots, and video content analysis. Despite some latency issues, Google is optimistic about further optimizations. In addition to the expanded context window, Gemini 1.5 Pro introduces improvements in quality and efficiency through a new architecture utilizing specialized expert models. Pricing details for the model are yet to be disclosed, but Google plans to introduce tiered pricing based on context window size. Questions remain regarding the alignment of upgrades between Gemini Pro and Ultra models, raising concerns about clarity and consistency in Google's product offerings.

Feed Burner 19 Feb 2024 12:41 pm

I paid Meta to verify me heres what actually happened

Meta the parent company of Facebook and Instagram charges $15 to verify your account. I wanted to see if it was worth it.

Digital Trends 17 Feb 2024 8:30 pm

Taylor Swift: The MVP of the Super Bowl Marketing

In the ever-evolving world of pop culture, one phenomenon reigns supreme alongside large sporting events like Super Bowl LVIII - Taylor Swift. This year's Super Bowl was watched by an average of 123.4 million people in the US, making it the most-watched broadcast since the 1969 Moon landing. Consumer research firm Numerator concluded from a flash poll that 20% of Super Bowl viewers were rooting for the Kansas City Chiefs because of the singer's relationship with footballer Travis Kelce. Back when they were only rumored to be dating, Swifts appearance at a Chiefs game boosted viewership in September 2023 as it was the most-watched National Football League (NFL) telecast from any network with 24.32 million viewers, as her fans popularly known as Swifties with largely no interest in football tuned in to catch glimpses of the star in the audience. While some would say it's just the pop star attending a football game to cheer on her footballer boyfriend, Swift's presence at the big game hit all the right notes, creating success for brands, retailers, and the NFL alike. Taylors Midas Touch Take her outfit, for example. Swift wore a pair of crystal-embellished, slit jeans to the game after returning to the States from her tour in Japan. This might have inspired her fans to do some shopping; at least, the numbers show that they did. The Area crystal slit jeans which cost $695 and are currently sold out, according to the brand's website. Similarly, sales for a Kansas City thrift store called Westside Storey skyrocketed 1,000% after the singer wore one of the brand's vintage sweatshirts to a game. A San Francisco, California-based upcycled clothing brand, Designs by Kristin, gained nearly 5,00,000 Instagram followers in less than a week after Swift wore the brands hand-made puffer coats. So much so, it helped the founder Kristin Juszczyk score a licensing deal with the NFL. There have been comments from men not being happy about the attention the star has brought on, but her fans have become the newest target demographic for the NFL, as female viewership of NFL games has increased by more than two million since Swift's first game appearance, according to NBC. So much sothat advertisers are utilizing this newfound relationship to draw eyes. Skincare brand Cetaphil ran an advertisement showing a father and daughter bonding during the game as her love for the pop star makes her watch the game with her sports-loving father. The ad never mentions Swifts or Kelces name. However, it does show the father wearing friendship bracelets, something Swifties love. Whats more, Kelce-branded jerseys spiked 400% after she showed up to her first game and Travis Kelce held a Q&A session on his podcast New Heights with Jason and Travis Kelce for a segment called No Dumb Questions, answering any questions her fans had. Marketing 101 (Taylors Version) The NFL is experiencing economic lifts from Taylor Swift's attention. Since her first appearance at her first Chiefs game, Swift has generated more than $300 million for the team and the NFL as a whole, according to Market Watch. A recent survey found that the Chiefs are considered the top brand in the league for more than 50 million Americans, and second-favorite in the nation. Not many know that the Super Bowl love story flourished before she even began dating Kelce. Swift, who was born in Pennsylvania, released the song Gold Rush in 2020, with the lyrics, My Eagles T-shirt hanging from the door. She later confirmed she is a fan of the team and the NFL's social media posted about it. Swifties Eagles fans (via @holly_caitlin , @Eagles ) pic.twitter.com/4MZMMq3TdD NFL (@NFL) May 13, 2023 Its not just brands attempting to woo Swifties, the NFL has been consistently working on its TS strategy. They have been actively recording her reactions to the game, giving snippets into the Swift-Kelce romance through behind-the-scenes, thereby providing fodder for the fandom. View this post on Instagram A post shared by NFL (@nfl) View this post on Instagram A post shared by NFL (@nfl) The NRF even anticipated a $17.3 billion total consumer spend on the 2024 Super Bowl with an average household spend of $86.04. With 80% of that going to food and beverage purchases, bars and restaurants working to appeal to Swifties. Brand Taylor: An ambassador without association Today, brand association depends on a celebrity's social currency but TSs influence is far beyond her following of 281 million on Instagram. She doesn't associate with brands officially and brands have to find other ways to create buzz. During the Eras tour in 2023, fans across the US and the world were eagerly waiting to watch her concert. Keep in mind, this was her first tour in five years and tickets were sold out quickly. It was up to the hospitality and retail industry to woo her fans. In the US, her tour could generate economic activity worth $5 billion . Her concert in Vegas brought tourism finally back to pre-pandemic levels. While the weekend she performed in Chicago had a 97% hotel occupancy rate. On the other hand, Arizona temporarily renamed itself as Swift City, appealing to the desired target audience. Swift went on to extend her tour to reach a new audience with Taylor Swift: The Eras Tour, which was a three-hour film showcasing footage from the concert. This appealed to the audience who couldnt fly to the cities she was touring in. This allowed them to dress up in her merchandise and provided an opportunity for retailers across the world to cash in. As per an Inmar Intelligence survey of 300 apparel brands, 50% said they experienced increased demand for clothing during or after the Eras tour. After the release of The Eras Tour movie, retailers saw another over 50% increase in sales from merchandise and products. More than half of respondents also said the Eras Tour influenced their retail strategy and decision-making process. Swifties x Taylor: The OG Love Story The point is Taylor Swift doesnt want to be known as just an artist - she wants to be known as a friend. Her social media posts give glimpses into her life that fans can feel connected to. The parasocial relationship she has with fans helps brands bring attention to themselves if they play it right. During one of the Super Bowl games, Swift was captured eating a piece of chicken with ketchup and seemingly ranch which was posted by a fan and went viral. | Taylor Swift was eating a piece of chicken with ketchup and seemingly ranch! pic.twitter.com/rpAOP2HFtT The Eras Tour (@tswifterastour) September 24, 2023 No one could tell what brand the ranch was from but this presented an opportunity for brands from the similar category to jump in. Ranch brand Hidden Valley quickly capitalised on this by changing its Instagram bio to Seemingly Ranch, with memes about Swift, Kelce and the new catchphrase. Heinz shared a photo of a new condiment bottle: Ketchup and Seemingly Ranch, jokingly calling it Seemingly Ranch (Heinzs Version). View this post on Instagram A post shared by Heinz (@heinz) And Swift, the savvy marketer, knows exactly how to keep her fans engaged. Whether it's dropping cryptic clues about her next project or teasing new merchandise releases, Swift knows how to create anticipation like no other. It's a skill that has led to sold-out concerts, record-breaking album sales, and now, a dominant presence at the Super Bowl. She pays attention to what her fans are saying about her, often talking about how smart Swifties are in interviews. Her utilising a trending dance move to her song in her concerts makes fans feel special as it clues them in on her paying attention to them. The Eras Tour movie grossed $123 million worldwide. Whats more, universities like Stanford and Harvard are teaching courses on her business acumen. With her astute understanding of fan engagement and anticipation, Swift continues to redefine the playbook for successful marketing ventures, leaving a mark on industries far beyond music.

Feed Burner 16 Feb 2024 5:37 pm

Puma collaborates with Delhi Capitals as their kit partner in a multi-year deal

Sports brand PUMA India has joined forces with Delhi Capitals as the official kit partner, ahead of the years high-powered WPL and IPL season. PUMAs partnership with Delhi Capitals furthers its footprint in the cricketing landscape. With this multi-year alliance, the brand will also deepen engagement in the capitals high-voltage fandom and tap into the growing pool of sporting talent in the region. Its association with Royal Challengers Bangalore has proven to be a success in the league. As the kit partner, PUMA's logo will be present on the leading arm of the jersey of both the men's and women's teams of Delhi Capitals. Inspired by the pulse of the countrys capital, the jersey incorporates the route map of the Delhi Metro Rail - the iconic representation of the citys enterprising spirit. The players kit will also comprise training wear, accessories, travel gear and athleisure, capturing the same design aesthetic as the jersey. Commenting on this historic collaboration, Karthik Balagopalan , Managing Director, PUMA India said, We are thrilled to partner with Delhi Capitals and begin our association with the young vibrant team. Delhi is emerging as a huge magnet for sporting talent with an inimitable fanbase that has a pulse on the citys soul and local culture. As a brand, PUMA has continuously championed cricket across levels, and this alliance underscores our commitment towards building the future generation of cricket as well as strong sports merchandising assets. We believe in the power of cricket to unite people, ignite aspirations and are here to push cricket & cricket culture forward. This partnership also reinforces the long-standing relationship between PUMA and Delhi Capital's parent company JSW through the sports brands association with Bengaluru Football Club. Jemimah Rodrigues, cricketer and Delhi Capitals Vice Captain said, Were excited to have PUMA, a brand thats shown tremendous commitment towards womens sports, on board with the Delhi Capitals team. We're thrilled for them to be a part of our journey as we look ahead to another smash-hit season of the Women's Premier League. Commenting on the occasion, Sukhvinder Singh , interim CEO, of Delhi Capitals, said, Delhi Capitals is beyond thrilled to partner with PUMA for both our womens and mens squads. Being a franchise that focuses on young cricketing talent has always been crucial for us, which makes our association with a youth brand like PUMA an organic one. Were confident that this partnership which kicks off with the upcoming seasons of the Womens Premier League & the Indian Premier League is going to be a cracking success. Over the years, PUMA has forged partnerships with diverse sporting teams, encompassing global and Indian football giants such as Manchester City, Borussia Dortmund, AC Milan, Mumbai City FC, and Bengaluru FC, as well as both the teams of Royal Challengers Bangalore. The brand also boasts a lineup of brand ambassadors featuring batting icon Virat Kohli, champion sprinter Usain Bolt, football stars Neymar Jr and Sunil Chhetri, celebrated boxer MC Mary Kom, and cricketers Harmanpreet Kaur and Mohammed Shami. Additionally, the brand has demonstrated its commitment to support emerging and versatile sports and activities by venturing into the thriving Esports industry in India through kit partnerships with organizations such as Revenant Esports and Orangutan Esports.

Feed Burner 16 Feb 2024 4:34 pm

Dettol Toilet Soaps led Movie Genre advertising in 2023: TAM report

TAM India has unveiled its annual report on advertising in the Movie Genre in 2023. As per the report, In 2023, there was a 4% increase in advertising volumes compared to 2022; advertising volumes in the second quarter of 2023 were 5% higher than those in the fourth quarter of the same year. Further, Hindi Movies was the leading sub-genre on TV during 2023. The report further reveals that Hindi movies maintained their dominance in terms of ad volumes, holding a share of over 40% in both 2023 and 2022; in 2023, the top 5 Sub-Genres collectively accounted for 77% of the advertising share. In terms of the sectors, among the top 10, the BFSI sector was the sole newcomer in 2023 compared to 2022. Moreover, Toilet Soaps was the category that retained its 1st position with 9% share of ad volumes in 2023 compared to 2022. It also saw the highest increase in ad secondages as compared to 2022, followed by Washing Powders/Liquids with 54% and 15% ad volumes growth respectively. Additionally, HUL was the leading advertiser with 22% share of ad volumes in 2023 with Reckitt Benckiser (India) and P&G retaining their respective second and third spot. The report reveals that Dettol Toilet Soaps emerged as the top brand retaining its position from 2022. Read the full report:

Feed Burner 16 Feb 2024 4:06 pm

Social Samosa Superwomen 2024: Nominations open now!

Social Samosa returns to recognise and celebrate the accomplished women of the Media, Advertising and Marketing industry with the ninth edition of Social Samosa Superwomen. It is an ode to women leaders who have managed to make a dent with not only their work but their undying resilience. While every day should be Women's Day, this is Social Samosa's endeavor to acknowledge the many challenges that women in advertising have to power through. With this, we want to celebrate the dedication and prowess that goes into unifying brands and consumers during changing times. From content creators to account heads and business directors, all women and non-binary folks who contribute to industry progress are encouraged to participate. If you know someone capable of revolutionising the digital industry, nominate them before March 01, 2024 here. Entries will undergo a thorough evaluation by our esteemed jury across categories mentioned below: -Agency Leaders -Brand Marketers -Content Creators & Influencers -Entrepreneurs -Media Leaders The nominees will be announced on March 08, 2024. More details will follow soon. For anything specific about #Superwomen2024, write to us at team@socialsamosa.com or tweet to us @Social_Samosa . Nominate now!

Feed Burner 16 Feb 2024 3:56 pm

A day after surpassing Amazon, Nvidia is now worth more than Alphabet

Just one day after overtaking Amazon, Nvidia surpassed Alphabet in market capitalization on Wednesday. According to Bloomberg, the chip manufacturer's stock has surpassed the owner of Google's $1.82 trillion market cap by a narrow margin. After Apple ($2.84T), Microsoft ($3.04T), and Saudi Aramco, Nvidia is now the fourth most valuable firm in the world following the AI surge. The company presently produces the H100 chip, which drives most of the LLMs in use today, such as ChatGPT from OpenAI and most AI projects from Microsoft, Meta, and Amazon. The biggest IT companies in the world are taking part in a race to develop AI chips, with the goal of breaking Nvidia's near monopoly by producing their own GPU chips. Ironically, those same businesses account for the majority of Nvidia's sales of AI chips, as noted by Bloomberg. The Santa Clara-based company is almost ready to release the H200, an improved AI chip with greater bandwidth and memory than its predecessor. Reuters revealed earlier this month that Nvidia has put $30 billion into a division that assists other businesses in creating their bespoke AI chips. In other words, Nvidia may benefit even if businesses decide to develop their own AI chips. In the meantime, the H200's primary rivals, AMD and Intel, are developing their own potent CPUs.

Feed Burner 16 Feb 2024 2:46 pm

Sora: OpenAI unveils latest tool that converts text prompts to videos

OpenAI has unveiled its latest innovation: Sora, a software touted to be capable of producing remarkably lifelike one-minute videos from text inputs. Under Sam Altman, the AI startup is currently fine-tuning Sora in the red teaming phase, aiming to identify and address any potential weaknesses. Collaborating with visual artists and filmmakers, OpenAI seeks feedback to enhance the model's performance. Sora, introduced by CEO Sam Altman on his X account, employs a text-to-video approach, promising high-quality visuals aligned with user prompts. OpenAI asserts Sora's ability to generate intricate scenes with multiple characters and nuanced movements, understanding both the user's intent and real-world implications. Altman showcased Sora's capabilities through diverse examples, from playful dolphins to fantastical scenarios like a squirrel riding a dragon. here is sora, our video generation model: https://t.co/CDr4DdCrh1 today we are starting red-teaming and offering access to a limited number of creators. @_tim_brooks @billpeeb @model_mechanic are really incredible; amazing work by them and the team. remarkable moment. Sam Altman (@sama) February 15, 2024 https://t.co/rmk9zI0oqO pic.twitter.com/WanFKOzdIw Sam Altman (@sama) February 15, 2024 Operating on a diffusion model with transformer architecture akin to GPT models, Sora processes videos and images in patches, akin to tokens in GPT, enabling scalable performance. https://t.co/qbj02M4ng8 pic.twitter.com/EvngqF2ZIX Sam Altman (@sama) February 15, 2024 Built upon research from DALL-E and GPT models, Sora incorporates recapturing techniques from DALL-E 3 for generating descriptive captions. Beyond text prompts, Sora can animate existing images and extend videos by filling in missing frames. OpenAI emphasizes Sora's comprehension of language, enabling accurate interpretation of prompts and the creation of emotionally expressive characters. However, the model faces challenges in accurately depicting complex physics and causal relationships, occasionally leading to inaccuracies in scene details. Regarding safety, OpenAI assures users of rigorous measures, including collaboration with domain experts to combat misinformation, hateful content, and bias. Adversarial testing and the development of detection tools further reinforce Sora's safety protocols.

Feed Burner 16 Feb 2024 1:18 pm

Lowe Lintas bags the creative mandate for Jawa Motorcycles

Classic Legends Private Limited has appointed Lowe Lintas as their creative AOR for Jawa Motorcycles. The agency said in a press statement that the win is more special for the agency, as the team had also been the ones to relaunch the historic Yezdi for modern bikers two years ago. The first campaign since the association began has already been released, within weeks of the pitch having concluded, and it intends to represent the quietly confident DNA of the brand, by inviting riders of all kinds, to come experience the Jawa Way, in their own inimitable ways. Speaking on the partnership, Ashish Singh Joshi CEO, of Classic Legends Pvt. Ltd said: I am thrilled to welcome Lowe Lintas as the creative agency for our iconic brands, Jawa and Yezdi. Their rich experience with leading brands resonates deeply with the ethos of Jawa and Yezdi, capturing the true essence of our legacy. The 'How Do You Jawa' campaign, along with its bold and catchy anthem, has not only struck a chord with our audience but has also been applauded by industry peers. With Lowe Lintas on board, I am confident that we will continue to create impactful and memorable narratives for our beloved brands. Sharing his excitement about the campaign, Sarvesh Raikar, Regional Creative Officer, Lowe Lintas Mumbai said: Jawa and Yezdi have been a huge part of not only my own childhood, but also for the team who worked on the pitch our memories growing up are hard coded with the bike and when an opportunity came about to convert our enduring passion for these legendary machines into memorable communication for the brand, of course, we grabbed it. As a team, we had the privilege of relaunching Yezdi a couple of years ago, and now to be able to do the same for Jawa is a once-in-a-lifetime opportunity, we were never going to miss out on it. Our individual and collective love for the bikes came through in the work we put together for them, in our hunger to partner with and grow the brand. And here we are, raring to go, and hoping to do some of our best work for the brand and make some magic together. The Mumbai office of Lowe Lintas will handle the mandate for Jawa Motorcycles.

Feed Burner 16 Feb 2024 11:40 am

The ABBY One Show Awards announces its chairpersons for the 2024 jury

Jon Austin ,Co-founder ofSupermassive, Sydney Australia, and Kate Stanners , Chairwoman and Global Chief Creative Officer, Saatchi & Saatchi have been appointed as Jury Chair of Branded Content and Entertainment category and Jury Chair of Film Cinema Digital OTT (above one minute duration) category respectively, at The ABBY One Show Awards 2024. Jon Austin, Co-founder of Supermassive has been appointed to the Jury of ABBY One Show Awards 2024 to chair the Branded Content & Entertainment category. Co-founder of Supermassive, Austin is a creative leader whose work has been recognized at major advertising awards shows in the world for PR, entertainment, social and influencer, music, media, and audio. Before co-founding Supermassive, he was the Executive Creative Director of Host Havas Australia. With over 15 years of work experience, he has helped numerous brands achieve their goals. Austin's modern contributions to the tourism industry are significant. He launched a world-first gamified model of ecotourism, that has been praised by global policymakers as a tourism game-changer. He also created a global brand platform for Tourism Fiji that brought new levels of authenticity and visitors to the islands. Kate Stanners, ChairwomanandGlobalChief Creative Officer of Saatchi & Saatchi joins ABBY One Show Awards 2024 as Jury Chair of Film Cinema Digital OTT (above one minute duration) category. Kate Stanners is Chairwoman and Global Chief Creative Officer at Saatchi & Saatchi. Having been at Saatchi & Saatchi for 18 years, she has been pivotal in transforming the agency. By harnessing the unreasonable power of creativity, Kate has driven the agencys spirit of Nothing Is Impossible to deliver impossible outcomes and revolutionize clients businesses. Based at Saatchi & Saatchis London headquarters, Stanners oversees Saatchi & Saatchis creative output, the creative talent of the network, and global clients that include Visa, UBS, Beiersdorf, and Deutsche Telekom to name a few. Prior to Saatchi, she was a Founding Partner of the agency, St Lukes in 1995 famous for its revolutionary working practices, as well as progressive work. Recognized as one of AdAges Women to Watch, she also sits on the customer experience council of the V&A museum and was honoured to be made President of D&AD in 2019. She is a member of WACL, an association for the most influential women in the UK Communications industry.

Feed Burner 15 Feb 2024 6:47 pm

The consumer is our boss, says Ravi Makwana on Human Behind The Marketer

In this episode of Team Pumpkin presents Human Behind The Marketer created by Punctuate Inc, Founder Saloni Surti interviews Ravi Makwana , Chief Marketing Officer of Tim Hortons, India. Makwana delves into his professional journey in the marketing world which took a turn when he opted for IIM Lucknow over pursuing a Master of Science degree in the United States, a choice he remains grateful for today. His career trajectory, starting at Asian Paints, and moving on to Tata before landing at Tim Hortons, underscores his dedication to growth and sustaining strong camaraderie in the workplace. Despite his demanding role, Makwana mentioned during the conversation that he prioritizes fitness, recognizing the significance of avoiding burnout in a high-pressure environment. He advocates for a consumer-centric approach in business, emphasizing that he consumer is our boss. At Tim Hortons, this philosophy drives their adaptability, as they tailor their stores and offerings to align with the shifting cultural landscape of India. Makwana's insights highlight the importance of understanding and meeting consumer needs to make informed decisions for long-term brand success. Watch the full episode here and get to know the human behind the iconic marketer:

Feed Burner 15 Feb 2024 5:41 pm

VML strengthens its leadership team in India

VML , the global brand, customer experience, and commerce agency unveils its new in-market leadership team in India , aimed at providing operational excellence, support to clients across the region, and a culture of growth for its employees. This strategic move strengthens the agency's commitment to delivering services and solutions, leveraging people and the expertise of market leaders with extensive local knowledge. The newly appointed leadership team includes: Pinaki Bhattacharya as the Chief Strategy and Client Partnerships Officer , VML India Bhautik Mithani as the Chief Financial Officer Jyoti Mahendru as the Chief People Officer The team brings a wealth of experience to lead the creative powerhouse. Bhattacharya has more than two decades of experience in advertising and communications. He started his career in account management, moved to his first role in strategic planning in the year 2000, and has been a planner for global and local blue-chip brands ever since. Over the years his work has spanned diverse categories such as F&B, Nutrition, Automobiles, Technology, and Durables, among others; and he is a trusted advisor to many of our clients and colleagues. With more than 20 years of experience, Mithani has played an integral role in guiding agencies through many changes in the industry over the last two decades. Previously a key member of the leadership team at Wunderman Thompson, he joined the agency from Rediffusion Brand Solutions, where he was Group CFO and a board member for nine years. Mithani has demonstrated clarity of vision by carrying out several mission-critical projects, and high-level risk analysis, and has formulated strategies for various mergers and acquisitions. With over two decades of HR experience, Mahendru was a key member of the Wunderman Thompson leadership team , partnering with senior stakeholders to provide overall people and culture leadership to the organization, and helping the organization meet its strategic goals. She previously led the People function at McCann Worldgroup, Walmart India , and STAR India , besides actively representing the Indian market in Global Diversity Coalitions & APAC Women Leadership groups in her various corporate assignments. Babita Baruah , CEO, of VML - India , expressed her enthusiasm about the new leadership team , stating, Our commitment is to deliver world-class solutions to our clients, and with the expertise and leadership of our newly appointed team , we are well-positioned to take VML India to a new level and continue driving innovation in the dynamic Indian market. As VML embraces this transformative phase, the company looks forward to further strengthening its position in the global creative and marketing landscape.

Feed Burner 15 Feb 2024 3:33 pm

Bluesky barrels toward 1 million new sign-ups in a day

Social media app Bluesky has picked nearly a million new users just a day after exiting its invitation-only beta and opening to everyone.

Digital Trends 8 Feb 2024 11:35 am

Agency Premier League: List of participating agencies unveiled

Social Samosas Agency Premier League is all set to take place on the 7th & 8th February in Mumbai. This league is more than just a sporting event; it's a platform for advertising and marketing professionals to come together, share experiences, and build a strong sense of unity within the dynamic A&M community. As the excitement skyrockets, the teams for Agency Premier League have been locked. A total of 45+ agency teams are set to battle it out on the cricket field. Here is the list of agencies that are set to lock horns in the tournament: The teams will compete in a knockout format with each team comprising of ten members, with eight actively playing. A complete set of rules is mentioned in the guidebook here . Simpl is the Checkout Partner and Cricheros is the Tech Partner for Social Samosa's Agency Premier League

Feed Burner 6 Feb 2024 5:13 pm

Neeraj Chopra joins Team Visa and is brand ambassador in India

Visa Inc. (NYSE: V) has enlisted Neeraj Chopra as a Team Visa athlete, ahead of the Olympic Games Paris 2024. Chopras collaboration with Visa makes him the second athlete from India joining Team Visa along with other global athletes. Sports is one of the strongest unifying factors worldwide and Visa is delighted to have the nations pride, Neeraj Chopra, join Team Visa and be our brand ambassador. As a trusted brand in digital payments, we truly believe in uplifting everyone, everywhere. Thus, by championing sports and sportspersons and our association with India's Olympics icon Neeraj Chopra, we underscore our dedication to support inspirational athletes across sporting disciplines, said Sandeep Ghosh , Group Country Manager, India and South Asia, Visa. Neeraj Chopra, who made history as the first track and field athlete to win a gold medal for India at the Olympics, said, I am excited to be associated with Visa, a brand that all of us have been so familiar with. Trust and consistency are essentials of every partnership and Visa has stood for these principles for several years now. I hope that through this association, we can inspire people to go from strength to strength with the values of hard work and consistent commitment.

Feed Burner 6 Feb 2024 4:45 pm

Hero MotoCorp's new campaign empowers women riders beyond boundaries

In its stride towards breaking societal norms and empowering women riders, Hero MotoCorp has launched its new social impact campaign, #AbJaanaHoJahan to promote its product range Hero Pleasure. Building on the success of the previous #LadkiChalaRahiHai campaign, the brand is not only challenging stereotypes but also innovating in its communication and product offerings. The brand aims to empower women aspiring for job opportunities in stereotypical male-oriented roles like journalists and athletes through its two ad films. It attempts to overcome societal barriers that label such pursuits as unsafe, by paving the way towards a safer and more accessible future for women. The campaign is poised to redefine the narrative surrounding women riders of Hero Pleasure, urging them to say 'Yes' to opportunities and 'No' to compromises. In the films, brand ambassador Alia Bhatt is seen donning a double role for the first time as she becomes the face of a movement that challenges stereotypes and encourages women to take control of their narrative. She plays the roles of a woman making breakthroughs in her career and simultaneously plays the stereotypical character that attempts to discourage women in their path. She is seen playing the role of a journalist in one ad film, challenging societys apprehensions towards women working late hours by saying No' to compromises in her career. The second ad film shows her as a woman who is ready to say Yes to many challenges lying ahead for her in the male-dominated field like sports. The films portray a situation where women face compromises, leading to missed opportunities for personal growth due to a lack of accessibility. This is where, Hero MotoCorp aims to give women riders the confidence to go beyond their comfort zones by highlighting its scooters features in the campaign. With a focus on safety and convenience, the features include Rider Safety (SOS Alert, Share Location), Vehicle Security (Track my vehicle, Remote immobilization) and Rider Convenience (Vehicle Diagnostic, Roadside assistance). With its message of Ab Jaana Ho Jahan, the campaign ensures that women can travel anywhere, anytime without worrying about their well-being. This is a significant step towards fostering a sense of independence and empowerment among women riders.

Feed Burner 6 Feb 2024 3:48 pm

Google confirms that their restructuring is not driven by AI replacing jobs

In the fourth quarter of 2023, Google's advertising products powered by artificial intelligence were noted as right spots despite falling short of analyst expectations. Ad revenue amounted to $65.5 billion, which was approximately $420 million lower than estimates. The company's Network division, responsible for advertising sales outside its properties, experienced a decline to $8.3 billion. Google faced scrutiny in 2023 due to reports of quality and safety issues within its partner networks, leading major advertisers to reduce spending. Search revenue, the primary contributor to Alphabet's revenue growth, increased by 13% to $48 billion, while YouTube's ad revenue accelerated by 16% to $9.2 billion. Google highlighted the success of Performance Max and its newer Demand Gen format as driving momentum amid significant investment in artificial intelligence. According to Google's Chief Business Officer Philipp Schindler, ens of thousands of advertisers are currently testing Demand Gen campaigns, which automatically place ads across platforms like YouTube, Discover, and Gmail. He also noted increased adoption of Google's automatically created assets in the fourth quarter. Schindler contested suggestions that the emphasis on AI-powered products is displacing jobs, despite recent layoffs. He attributed the restructuring to a focus on servicing small to medium-sized clients rather than automation replacing roles. Alphabet CEO Sundar Pichai revealed plans for additional workforce reductions to realign the organization around priority investments, including artificial intelligence. The company anticipates severance expenses of approximately $700 million in the first quarter of 2024. Throughout 2023, Alphabet reduced its workforce by 7,732 employees, or 4%, resulting in $2.1 billion in severance charges and $1.8 billion in office space reduction costs. Although Google's advertising performance in the fourth quarter fell short of estimates, Alphabet's overall revenue reached $86.3 billion, up 13% year-on-year, with profit increasing by 52% to $20.7 billion. The cloud division experienced significant growth, with revenue up 26% to $9.2 billion and profit tripling to $864 million. Alphabet's Services revenue grew by 12% to $76.3 billion, with strong subscription growth across YouTube and Google One. Alphabet's growth was most pronounced in the Asia-Pacific region, followed by Europe, the Middle East, and Africa, the U.S., and Other Americas. For the full year, Alphabet reported $307.4 billion in revenue and $73.8 billion in profit, up 9% and 23%, respectively.

Feed Burner 6 Feb 2024 3:43 pm

Indian e-commerce ads may continue to outperform other digital segments: Report

Elara Securities has released its report that sheds light on the ad spends across various sectors in the last quarter of 2023. It talks about the continued growth of e-commerce and its dominance over digital advertising. It also illuminates AI-led digital advertising driving better conversations. Momentum maintained in ad spends; e-commerce outperforms As per the report, digital ad tech giants have reported a sharp rebound in advertising spends as ad revenue for Alphabet/Meta grew 11% YoY/24.2% YoY in Q4CY23, the highest since the past four quarters. This was helped by: 1) festive season, 2) better growth in emerging nations and 3) traction in online commerce vertical for advertising spends. It further says that growth was dominated by impressions yet again, as pricing was largely flat. Additionally, e-commerce sales 3P/1P for Amazon saw strong growth of 19.9% YoY/8.9% YoY in Q4CY23. Subscription revenue grew 14.1% YoY for Prime, and advertising revenue for the e-commerce giant grew 26.8%, led by a mix of display and video advertising. AI-led digital advertising Driving better conversions According to the report, Alphabet is planning to invest aggressively in the connected TV segment, as that is a large driver for ad spends. YouTube ads are also undergoing a change from pure image ads to visual formats, which is driving a higher conversion rate, it notes. Most companies are also investing to provide measurement capability for advertising efforts, so as to drive better ROI for the advertiser. It further states that Meta continues to invest in generative AI-led features to drive ad revenue growth and may also develop automation tools to drive higher online sales. Read-through for Indian listed companies It is believed that e-commerce advertising in India may sustain its outperformance versus other segments of digital advertising (social, search, video), which may benefit companies such as Jio Platforms (RIL), Nykaa, Zomato and other Indian e-commerce names, the report notes. As per the assessment, advertising revenue for e-commerce could be led by: 1) increased customer adoption/penetration, 2) opening up to multiple categories (traditional verticals increasing ad.spends on digital) and 3) innovative means of digital advertising on e-commerce (videos and promotions). This in turn may drive the need for more customer conversion and augur well for programmatic players such as Affle, adds the report. Additionally, continued momentum in YouTube ad revenues will augur well for listed news led broadcasters (TVT) and music labels (TIPS, Saregama). Further, connected TV (CTV) is also touted to be a big opportunity for ad tech players in India. AI-led digital advertising is the need of the hour and programmatic players may need to migrate towards the same to drive efficiencies, just like the global tech giants which are aggressively investing into AI led advertising, the report notes.

Feed Burner 6 Feb 2024 2:23 pm

Case Study: How Netflix reimagined iconic scenes using pop-culture stars and garnered 27Mn+ views

Netflix India's 2023 playback campaign used imaginative prompts to connect unlikely crossovers by Bollywood actors and content creators of iconic Netflix scenes to engage with the audience. Conceptualised by Supari Studios, the campaign was nearly viewed for 500K hours on YouTube. Here's a case study on how Netflix and Supari Studios made the campaign happen. Category Introduction As a player in the streaming entertainment industry, Netflix has over 233 million paid memberships across 190+ countries. The industry witnesses rapid growth and evolving consumer preferences in India, requiring innovative marketing strategies for maintaining and expanding market share. Brand Introduction Netflix India offers a diverse range of TV series, documentaries, and feature films across various genres and languages. The brand has a community of nearly 40 million followers on social media, focusing on authentic, relatable content to engage audiences. Their marketing objectives revolve around a strong online presence, social media conversations, and campaigns resonating with the target demographic to grow its user base in India. Summary Every year, Netflix India's signature End Of The Year Campaign reflects on the years highlights using a unique concept that takes audiences on a journey through beloved scenes from Netflix originals. In 2023, Netflix India's social marketing team, in collaboration with Supari Studios, set out to create a unique Playback 2023 campaign, celebrating the year's iconic pop culture moments. In a homage to prominent pop culture pieces from the year, the campaign offered an entertaining blend of popular Netflix scenes and cultural figures in celebration of the year. From actor Jackie Shroff featuring in Never Have I Ever and Sex Education to content creator Manisha Rani in Rana Naidu, brainstorming her new reel along with a surprise appearance by Bhupendra Jogi. Objective The main aim of the campaign was to create an entertaining recap of the year's highlights, leveraging the popularity of Netflix originals and incorporating beloved cultural figures. The objective was to engage audiences on social media platforms and generate organic conversations, reinforcing Netflix's status as a cultural phenomenon among Indian youth. Brief The task was to highlight Netflix Indias achievements for the year through talent and titles with a unique, engaging internet moment reflecting 2023. Supari Studios was assigned to conceptualize and create a campaign seamlessly integrating pop culture icons into Netflix originals, movies, and shows. The focus was on innovative storytelling, creating relatable and humorous scenarios resonating with the target audience of Gen Y and Gen Z. Creative Idea The creative concept revolved around using imaginative prompts to connect outrageous crossovers of beloved Netflix scenes and cultural figures. Tanmay Bhat, the narrator, typed prompts into his computer, sparking delightful manifestations of these prompts as amusing scenarios reimagining key moments from popular Netflix shows. Challenges Challenges included a meticulous process of identifying key viral moments from the year, mapping scenes, and ensuring seamless and organic integration of pop culture figures into Netflix content. The team had to balance creativity with relatability, ensuring the campaign appealed to the diverse tastes of the target audience. From reimagining the climax of Tu Jhoothi Mein Makkar with Genelia Deshmukh in it, convincing Ranbir to go after Shraddha like Jai went after Aditi in 'Jaane Tu Ya Jaane Na' to imagining Dulquer Salman in 'Guns and Gulaabs' where he refuses to accept a bribe but has Round2Hell convincing him to collaborate with them, the campaign demanded rigorous research, clever writing and editing, and a spunky sense of humour to bring it to life. Execution Phase 1: The round-up started with the streaming platform dropping teaser images of the campaign where a mix of character, actors and viral content creators were seen appearing in Netflix's shows and movie scenes. View this post on Instagram A post shared by Netflix India (@netflix_in) Phase 2: Post this initial confusion, the campaign was released on the brands YouTube and Instagram handles on December 27th, 2023. Phase 3: The last phase of the campaign rolled out on Instagram, where the company released each of the prompts as a reel. View this post on Instagram A post shared by Netflix India (@netflix_in) View this post on Instagram A post shared by Netflix India (@netflix_in) View this post on Instagram A post shared by Netflix India (@netflix_in) View this post on Instagram A post shared by Netflix India (@netflix_in) Results The Playback 2023 campaign garnered over 27 million views across social media platforms and was viewed for nearly 500K hours on YouTube. Positive engagement and reactions numbered in the tens of thousands on Instagram and YouTube. 2023 was a remarkable year for us. With our annual Netflix India Playback campaign, we aimed to bring together the most iconic moments from pop culture and memorable scenes from our beloved films and series. The result was a fan-favourite moment that sparked incredible conversations. We strive to make our social content as entertaining as our films and series on the service, and we are glad that audiences continue to enjoy our Playback campaign year after year, Srivats TS , Vice President, Head of Marketing at Netflix India said.

Feed Burner 6 Feb 2024 12:47 pm

Snap announces 10% workforce reduction amid growth plans

Snap, the parent company of Snapchat, has announced plans to cut its workforce by 10%, which would affect over 500 employees based on the figures released in November 2023. This decision, disclosed in an SEC filing , is aimed at supporting the company's growth. Most of the associated costs are expected in the first quarter of 2024, with potential extensions into the second quarter depending on local regulations and other factors. The company will report its earnings after the market closes on February 6. This recent round of layoffs comes shortly after the reduction late last year when Snap reorganized its product team to streamline decision-making processes. Additionally, Nima Khajehnouri, Snap's VP of Engineering, departed along with fewer than 20 others in the product division. Last September, Snap shut down its enterprise services division after less than a year. The company's investments in hardware products, such as Snap Spectacles and the Pixy drone, have not been successful, with the latter discontinued and recently recalled due to a fire risk. In 2022, Snap underwent a larger restructuring, resulting in a 20% reduction in staff.

Feed Burner 6 Feb 2024 12:06 pm

The ABBY One Show 2024 to be held from 29th-31st May at Goafest

The Advertising Club has announced the 55th edition of The ABBY One Show Awards 2024 , South Asias Gold standard, acknowledging creative excellence in advertising. The ABBY One Show Awards 2024, are scheduled to take place on the 29 th , 30 th , and 31 st of May during Goafest at Grand Hyatt, Bambolim, Goa . The Advertising Club strengthens its collaboration with The One Show for the third time in a row. This partnership aims to enhance the global standards of judging, jury selection, and transparency, further taking the preeminent ABBY Awards to new heights of recognition. The ABBY One Show Awards 2024 will represent the South Asia region that includes India, Sri Lanka, Nepal, Bangladesh, and Pakistan and has been doing so since 2004. Speaking on the initiative, Rana Barua , Group CEO of Havas India, South East, and North Asia, and President of The Advertising Club , said, We, at The Advertising Club, are proud to announce the 55th edition of the ABBY One Show Awards. Over five decades, the ABBYs have not just recognized brilliance; they have fuelled it, inspiring professionals to push boundaries and set new standards. As we celebrate this milestone, our commitment to raising the bar remains unwavering. By partnering once again with 'The One Show,' a global benchmark for creativity, we aim to continue to amplify the ABBYs' global presence. This collaboration underscores our dedication to presenting an award show of unparalleled authenticity and significance. As we embark on this exciting journey, we eagerly look forward to celebrating victories and work that will undoubtedly add new chapters to the illustrious history of the ABBY Awards. Prasanth Kumar CEO, GroupM South Asia and President, Advertising Agencies Association of India, added, Over the years, the ABBY Awards have grown in stature, a testament to our industry's relentless pursuit of brilliance. Each edition has marked new milestones, recognizing outstanding work that has set benchmarks and inspired future generations. We are delighted to co-host the ABBY One Show Awards at Goafest. Our collaboration with the Advertising Club underscores our shared commitment to nurturing creativity and celebrating outstanding achievements within our vibrant community. As we eagerly anticipate the 55th edition, we look forward to contributing to the legacy of the ABBY Awards and inspiring new chapters in the narrative of creative excellence. The Abby One Show is a one-of-its-kind award that has been recognised as the gold standard in the Indian advertising, media and marketing industry, for over 5 decades. What makes it truly unique is that it is an award of our industry, and has been nurtured by the industry, for the industry. The awards have kept pace with the changing times and believe that nurturing and showcasing the work, with a spotlight on the young professionals, is integral to the growth and vibrancy of our industry. As we embark on this 55th edition, we eagerly look forward to witnessing outstanding creative work that will undoubtedly set new benchmarks and inspire the industry at large. added Ajay Kakar, Chairperson, The ABBY One Show Awards 2024.

Feed Burner 5 Feb 2024 7:28 pm

Google adds AI feature to Maps

Google Maps has introduced an AI feature to help users discover new places. The new feature analyses over 250 million locations on Google Maps and contributions from over 300 million Local Guides to find suggestions based on what the user is looking for. This is how users can enable the feature If the user is visiting San Francisco and wants to find vintage places to shop. They can ask Google Maps prompts like 'places with a vintage vibe in SF'. The feature will then analyse Maps information about nearby businesses and places along with photos, ratings and reviews from the Maps community to give them suggestions. The user will also find categories like clothing stores, vinyl shops and flea markets along with photo carousels and review summaries that highlight why a place might be interesting for the user to visit. The company mentioned that the feature will be able to generate recommendations on niche and specific queries as well. The early access of the feature will be rolled out to users in the U.S. this week and will be available to select Local Guides. According to the company, the new feature will be rolled out to other users shortly.

Feed Burner 5 Feb 2024 7:12 pm

Poonam Pandey death hoax: Everything that has transpired till now

The news of Poonam Pandeys death shocked the internet on February 1, 2024. The Indian models untimely demise caused a stir on social media and the reason for her death was declared to be cervical cancer. As the news came from her manager, news outlets did not put much effort into cross-checking the information. View this post on Instagram A post shared by Poonam Pandey (@poonampandeyreal) The same day, many social media users raised suspicionsas the news broke out. Online users asserted that the actress appeared perfectly healthy in her recent public outings. Speculations ranged from discussions about her possible demise to the idea that the entire situation might be a publicity stunt, spreading across various platforms. However, the following morning, on February 2, Pandey revealed that she was alive, in a video she posted on her Instagram. She revealed that this was part of a campaign aimed at creating awareness around cervical cancer. View this post on Instagram A post shared by Poonam Pandey (@poonampandeyreal) The agency behind the campaign was revealed to be Schbang. It caused widespread criticism for its insensitivity as Pandey revealed in a video that she was alive, leading to backlash and an apology from Schbang the following day, that seemingly failed to appease the outraged public. Pandeys death stunt caused tremendous backlash on social media as people started posting and expressing their thoughts on the insensitive and deceitful nature of the campaign. A lot of netizens voiced that going to such lengths for an awareness campaign was disrespectful to people suffering from the disease and their families. Seeing the enormous outrage, Schbang posted an apology on its social media explaining the reason and intention behind the campaign and issuing an apology to those whose sentiments have been hurt. The agencys apology, however, was not well received by social media users and industry leaders. View this post on Instagram A post shared by Schbang (@schbang) As discussions heated up, experts shared their opinions on the issue raising concerns over marketing gimmicks and the ethical boundaries in the marketing. There are hundreds of thousands of people who die from cancer every year. To use a cancer-led death as a tool for a publicity stunt is one of the most insensitive, thoughtless, vile ideas anyone's come up with. You've diminished real deaths & suffering, and made a mockery of a Nikhil Taneja (@tanejamainhoon) February 3, 2024 Independent Marketing Consultant, Karthik Srinivasan wrote on his blog, There is always an option to do things ethically. Most people choose that option many out of fear of repercussions, and many out of the simple fact that it is the right thing to do. From an agency standpoint, these would come up if such ideas were discussed and debated. If the agency chose to put the foregone result of the Google search trends shooting up over every other fully intended result, that is a conscious choice they have to live with alongside the many denouncements that would, no doubt, come their way.

Feed Burner 5 Feb 2024 5:59 pm

Marketing gimmicks: When brands push the limits for attention

In an industry where attention is currency, a few brands and celebrities have recently resorted to marketing gimmicks, leaving audiences puzzled. On February 02, Poonam Pandey sent shockwaves across social media by faking her own death to raise awareness about cervical cancer. What started as a Friday mourning turned into a weekend filled with discussions about the line between genuine advocacy and unethical marketing gimmicks. View this post on Instagram A post shared by Poonam Pandey (@poonampandeyreal) Experts thought it was more of a tasteless trick than a serious effort to talk about an important health issue. Shashwat Das - Founder of Almond Branding calls this stunt as a grim reminder that some will go to extreme lengths for attention, even if it means crossing ethical boundaries. Death is no laughing matter, and using it as a publicity stunt is downright distasteful. Mocking something as serious as cancer, under the guise of creating awareness, is a disgraceful new low in the realm of publicity stunts. - Das He said that while raising awareness about important issues like cervical cancer is crucial, resorting to deceptive tactics only serves to manipulate emotions and erode public trust in those who should be setting a positive example. Das isnt the only one who raised concerns about how these marketing ploys might put celebrities and brands in unfavourable positions with consumers. Vani Gupta Dandia , Marketing Consultant, shared the same view, calling the move gimmicky, highlighting that it reflects lack of creativity. She said that these gimmicks function like teasers, exposing the audience to something intriguing or shocking initially and revealing the actual message later on. The problem is that one cannot be absolutely sure that those exposed to the teaser or shocking news necessarily see or hear the second part, intended to be the actual messaging. Therefore, if some people don't, it is a big risk. -Vani Gupta Dandia She raised a question to both brands and celebrities, asking why they would jeopardise their reputation with an unethical gimmick just to convey a message. Instead, she advocated for a straightforward approach. The argument here could be that brands are desperate to stand out and do something blasphemous for attention. It's a risky approach, and there are better ways to achieve it. To me, it speaks of lack of creativity and if done too many times, then it will become a classic case of, cry wolf, she added. Following Poonam Pandey campaign reveal, the digital agency Schbang issued a statement on Instagram, stating that it was the agencys idea behind the cervical cancer awareness, in collaboration with media company Hauterrfly and model-actor Poonam Pandey. However, since the release of the statement, Schbang has faced more criticism, too. Just two weeks ago, another celebrity, Nora Fatehi, criticised 'Lulumelon' for using her deepfake in an ad without consent, but it turned out to be a pre-planned gimmick with HDFC Bank to raise awareness about deepfakes and fraud offers on social media. Gupta believes that in a category like banking, marketing gimmicks should be avoided, highlighting the risk of compromising finance and security. She said, HDFC, having the world believe that it bungled up, is a real risk. You don't play with finance and security; you don't mess with a bank. The one thing a bank is expected to do is to keep your money safe. That's the least expectation I have of my bank A similar stunt was carried out last year, when another actor, Anushka Sharma took to her Instagram that Puma used her pictures without permission, only for it to be revealed as yet another marketing campaign that later announced collaboration between the actor and the brand. This similar shock tactic was used by HT Media Group's Fever FM as it announced a shutdown with CEO Ramesh Menon on LinkedIn . However, shortly afterward, they revealed that they were not shutting down after all and it was just a rebranding exercise. Monster had previously executed a similar campaign, announcing a shutdown and later rebranding as Foundit. In 2023, Gautam Gambhir shared a video on Twitter of Kapil Dev in a compromised situation, wherein he was being forced to walk with his hands tied and mouth stuffed with a cloth and being manhandled by two men, sparking safety concerns. The clip went viral on social media, with fans worrying about Kapil's well-being. Anyone else received this clip, too? Hope its not actually @therealkapildev and that Kapil Paaji is fine! pic.twitter.com/KsIV33Dbmp Gautam Gambhir (@GautamGambhir) September 25, 2023 Similar to other marketing gimmicks, it was later disclosed that this, too, was part of a campaign. In a similar 2022 incident, a video of cricket presenter Harsha Bhogle being kidnapped during a livestream went viral, sparking safety concerns among fans. The entire incident, including Harsha Bhogle's apparent kidnapping during the live stream, was pre-planned as part of Fantasy Akhadas campaign . Harsha Bhogle later took to Twitter to offer his apologies for the confusion caused. You learn something new everyday. It seemed a lighthearted thing to do but in its execution, it became something that I didn't think it would. I am actually a bit embarrassed now. https://t.co/OwFrwb6vm9 Harsha Bhogle (@bhogleharsha) March 24, 2022 Referring to HDFC, Fever FM, Monster, and Fantasy Akhadas campaigns among others, Karthik Srinivasan , a Communications strategy consultant, said that things have gone too far. The central issue in all these campaigns is that they fully intend to fool the public and media in believing something that is patently untrue. And when they do the 'reveal', they expect the same set of people who were fooled earlier to also see/read the eveal and assume that the brand has done something clever by fooling people. Seeking attention by making fools of people and media is where brands should draw the line. -Karthik Srinivasan Indulging in a desperate quest for attention Time and time again, brands find themselves in the crossfire of public scrutiny as they engage in such marketing gimmicks, sparking criticism and backlash. In most cases, rightly so. Despite facing the repercussions of their actions, brands are still drawn to controversial methods that allow them to bag the ultimate currency - attention. Srinivasan gave a hard-hitting analogy to convey the impact these shticks could have on audiences. He said, This is no different from people who call up the airport with a fake bomb threat only to recant later and offer a reason for why they indulged in such a fake threat. The police arrest such people, but brands and agencies somehow think a similar gimmick where people are fooled is perfectly fine. Both involve lying and making the target audience believe it was true. He highlighted that brands that indulge in such gimmicks should be worried about their reputation as it affects their credibility. On the other hand, Das compared it to pulling off a magic trick at a gathering where you miss reading the room. Das said, A well-executed gimmick can turn a brand into the life of the party, leaving customers laughing, sharing, and coming back for more. But beware, like a poorly-timed joke at a funeral, gimmicks can backfire. If not executed with finesse, they risk leaving audiences cringing rather than laughing. While most of the marketing gimmicks fall flat or face criticism, some campaigns have seen success according to the experts. Rahul Tekwani , Managing Partner, Branding Edge Strategic Communications and Advisory LLP, believes that unlike the west, where advertising has become more experiential, Indian firms have not gone far with their gimmicky efforts. Tekwani said that Anuskha Sharma as the Brand Ambassador of Puma campaign and the campaign featuring Hrithik Roshan in collaboration with Burger King, were successful for the brands. Gimmick marketing relies on the marriage of a funny message and strategic placement, and when done correctly, may yield tremendous benefits at minimal effort. - Rahul Tekwani Gimmicks that toed the line well Srinivasan notes that certain well-known brands indulge in gimmicks around April 1, exploiting the legitimacy that April Fools Day offers. Any other day, there is no legitimacy, only selfishness by brands to fool people just to create hype. - -Karthik Srinivasan He highlighted that big, well-known brands like Google have indulged in such gimmicks, but only around April 1. More than a decade ago, Google introduced comical products like Google Nose as part of its April Fools campaign. When it comes to Nederland, it invented Google Wind to keep heavy rains away from the region since it experiences downpour for 145 days a year. These comical products successfully deceived many, provoking more amusement than scepticism. Similarly, last year Ola advertised its new feature Ola restrooms an on-demand mobile toilet van as a part of its April Fools campaign, which was later revealed to be a prank. Another such campaign was from Yatra , wherein it launched a faux key card that unlocks every hotel doot. Unsurprisingly, this super convenient card was an elaborate prank by Yatra. While consumers expect to see pranks on April Fools Day, marketing gimmicks that cross the line are becoming a frequent sight. Learning from past experiences Rutu Mody Kamdar , Founder of Jigsaw Brand consultants, believes that it's crucial for brands to balance creativity with sensitivity and brands should draw the line where gimmicks could mislead, offend, or alienate their audience. She said, Cultural sensitivities need to be kept into consideration, or else, be prepared to suffer a major backlash. Gimmicky campaigns do catch a lot of attention though, and if brands are only interested in getting noticed, then this route works well. However, consider going the gimmick route with some ethics in mind. While the recent campaign with Poonam Pandey has made everyone question the real intention behind marketing gimmicks and it should be considered as a grave reminder of what not to do, however, if history is any evidence, it takes a few mishaps for brands and people to learn from their mistakes. Nonetheless, some lines should not be crossed in marketing. Experts shared tips on maintaining a balance between creativity and responsibility: Dos: Question your gimmicks' premise thoroughly internally and externally, even from people who have no context to the world of marketing or advertising. That would give the team a honest view of how the gimmick may land and what pitfalls are involved Know your audience, exit timing, message and placement and tailor your gimmick to resonate with them. Do keep it authentic and aligned with your brand values. Do plan meticulously and be prepared to adapt based on feedback. Do measure results to gauge effectiveness and learn from the experience. Don'ts: Dont fool people outside of the April 1 time period. Don't sacrifice integrity for attention; avoid deceptive gimmicks. Don't offend or alienate your audience with insensitive or controversial gimmicks. Don't neglect preparation; rushed gimmicks often fall flat. Don't ignore feedback; listen to your audience and be willing to adjust accordingly. Dont overdo it, be ethical and try not to lose trust. In a bid to win consumer attention and generate buzz on social media just for a while, brands often forget that the real currency is winning consumer trust. For it is this trust that helps brands achieve success in the long-term.

Feed Burner 5 Feb 2024 1:24 pm

Dentsu Creative India expands its mandate for TTK Healthcare

Dentsu Creative India has expanded its mandate with TTK Healthcare. The agency will now handle social media and media duties for its three brands - Skore, Eva, and MsChief. The account will be serviced from the agency's Mumbai office. Dentsu Creative has been a partner of TTK Healthcare, starting with the sexual wellness brand Skore and Eva in the female personal enhancement space. The agency has taken on one more brand MsChief.The agency will provide end-to-end social media and performance media solutions for the three brands. The work includes managing social media platforms, planning, and buying media strategically - designing digital creatives, and executing content marketing strategies for the brands. Speaking on the win, Arjun Siva , DGM Digital Marketing & eCommerce, TTK Healthcare said, We are delighted to extend our relationship with Dentsu Creative and add MsChief to the set of brands that we partner on with them. Were confident their proven expertise and consolidated creative and media strengths will help us enhance our digital presence and drive business for our brands . Sahil Shah , President - of Digital Experience, Dentsu Creative India added, With this consolidation, we have further solidified our position in strengthening TTK Healthcare s digital efforts. And, for us, the most exciting part is that we can see through end-to-end digital creative , media, and data included for these ambitious challenger brands . I am extremely confident that we will deliver both brand and business results through the power of integrated digital for TTK Healthcare brands . Manika Juneja , Managing Partner - Digital Experience, Dentsu Creative commented, We are ecstatic to strengthen our collaboration with TTK Healthcare ! Our journey began with Skore & Eva, and now, with the addition of MsChief, we are truly grateful. Our team is poised to inject integrated digital excellence into these brands , ensuring they not only stand out but thrive. The ongoing partnership promises exciting success, and we look forward to achieving new heights with TTK Healthcare as our valued partners.

Feed Burner 5 Feb 2024 12:54 pm