TRENDS
Storyboard18 | Feel safer but also ‘gendered’: Life in advertising after #MeToo
A look at what really has changed for women in Indian advertising, and what remains unchanged.
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Storyboard18 | "Keep their craziness intact": Santosh Padhi's advice to network agencies absorbing independent creative houses
In an exclusive interaction with Storyboard18, Padhi talks about how he felt "suffocated" during the past six months without his creative hat, his biggest regret and new creative energy.
TRENDS
Storyboard18: Wieden+Kennedy India ropes in Santosh Padhi as chief creative officer
Santosh Padhi was the chief creative officer and co-founder of Taproot Dentsu
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Storyboard18 | Russia-Ukraine Crisis: When brands should rethink moment marketing
Is it all fair in love and war? What about brands leveraging conflicts and wars to push their wares?
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Storyboard18 | 'Want creators to become brands and not brands to become creators', Laurent Hulin, Jellysmack
Global creator company Jellysmack enters India. The firm plans to onboard close to 100 Indian influencers this year.
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Storyboard18 | What happens when brands become spammers?
Banking, financial services and insurance (BFSI), real estate and telecom are the traditional culprits who have encouraged and sustained bad practices and given telemarketing a bad name.
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Storyboard18 | Paracetamol brand wars: Is Dolo rival Crocin feeling the chills?
After the spectacular rise of Dolo 650’s sales offline and memes online, Crocin 650 released ads to get in on the action. But are ads a match for memes?
TRENDS
Storyboard18 | How some agencies are handling The Great Reshuffle
From hiring fests to on-boarding regional recruits, advertising and marketing agencies are trying to fill talent gaps in various ways. Here are some measures to stop the talent drain, re-populate quickly and inject new blood in the industry.
TRENDS
Storyboard18 | When I met Gerson Da Cunha…
A tribute to the ad man, newsman, and good man - Gerson Da Cunha. Prasoon Joshi, Sam Balsara, Lloyd Mathias and others from the ad community pay tribute.
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Storyboard18 | 'Food is as much a passion as fashion', Simeran Bhasin of Licious
Simeran Bhasin, VP - brands and new ventures, explains why Licious is a “lifestyle brand” and how hyper regionalisation will play a huge role in the company’s growth.
TRENDS
Storyboard18 | MTR Foods fired the first salvo in the Battle of the Batters
MTR Foods, which entered the fresh idli and dosa batter segment, took a dig at existing products and brands in the market in its latest ads. Are we witnessing the opening of a new frontier in the Brand Wars?
BUSINESS
Storyboard18 | Making sense of Indian brands’ online reputation management systems
At a time when consumer grievances are flooding social media timelines, brands should have a better narrative than just the bot-generated “apologise for the inconvenience caused to you” reply.
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Storyboard18 | Do you need a degree or just YouTube to be a marketer today?
Marketers and agency professionals are increasingly using online avenues and channels to master marketing and to upskill. This is slowly changing the value placed on marketing knowledge and degrees obtained in traditional ways.
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Storyboard18 | Can Rohit Sharma steal Virat Kohli’s brand thunder?
Rohit Sharma and Virat Kohli have different personalities. Hence, Sharma, the new ODI captain of the Indian Men’s Cricket team, may play a completely different brand game, say experts.
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Storyboard18 | Marketers believe they write good briefs. Ad agency execs disagree
Decoding modern-day advertising briefs - what works and what doesn’t.
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Storyboard18 | Why Center Fresh went full "filmy" in its long-format brand film
A behind-the-scene look at Perfetti Van Melle’s Bollywoodesque ad for its mint brand
BUSINESS
Storyboard18: Dentsu’s transformation continues. But what’s the big picture?
Accelerated changes of Dentsu International’s operations in India has led to a series of exits, consolidations and dissolutions of agency brands over the past few months. We take stock.
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Storyboard18 | Ads parody ads: How does it work?
They aren’t exactly the bloody Cola Wars of yore. But brands are getting cheekier in commercials, spoofing other brands' ads. The question is, who is laughing?
BUSINESS
Storyboard18 | The sexual wellness boom and how brands are addressing a new consumer
Brands, content creators and women taking charge of their sexual wellbeing are changing the narrative and fuelling the sexual wellness category in India. Covid-induced lockdowns, too, have given the category a major thrust, while ecommerce has made buying easier.
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Storyboard18 | Why we love ads but often mistrust admen
A recent report found that people consider advertising as one of the ‘most untrustworthy’ professions. Advertising executives shed light on the real issue and how to fix it.
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Storyboard18 | Kingslayers, Brutal Bishops, Krazy Knights: What’s fuelling a newfound chess craze?
Creators and influencers on the internet are making chess more accessible and fun for younger people, which could open up opportunities for brands to engage with the sport and new audiences.
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Storyboard18 | iD Fresh Food brand is “built by consumers", says CMO Rahul Gandhi
Rahul Gandhi, chief marketing officer of iD Fresh Food, on the company’s secret sauce to win consumers’ trust.
BUSINESS
Storyboard18 | Is India ready for an alternative meat movement?
The emergence of plant-based meat brands in India indicate that there is a niche and well-aware consumer group that is hungry for more options on their plates. How do brands address this new conscious-food movement?
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Storyboard18 | Ashish Bhasin moves on from Dentsu International
Dentsu International's Asia-Pacific CEO and India chairman Ashish Bhasin says he has put in his papers to pursue personal interests, starting with an Advanced Management Program at Harvard.
