BUSINESS
Budget 2023: Retail sector to benefit from push towards local manufacturing
From rejig in custom duties on various commodities to focus on emerging AI technology, FM’s focus has been on making India a manufacturing hub.
BUSINESS
Budget 2023 is for the aam aadmi but will it spur consumption?
Budget 2023-24: The tax exemptions is a positive development for the lower end of consumption as the lower and middle class will have more disposable income, analysts say
BUSINESS
Storyboard 18 | The rise of employee influencers and founder brands
Corporate India and the professionals from the advertising industry are expressing their opinions like never before. However, there are attendant perils.
BUSINESS
Storyboard18 | There is an opportunity for building a better agency, not just a different one: Manja's Prajato Guha
Founders of Manja, the newest shop on the ad block, on their new company, business model, clients and why hiring remains the biggest challenge.
BUSINESS
Storyboard18 | Yubi CMO Karanpreet Bindra: Our umbrella branding is similar to what FedEx does
The Chennai-based fintech unicorn is eyeing international expansion. Read on to find out why and how CredAvenue became Yubi
BUSINESS
Storyboard18 | Will Qatar’s humanitarian crisis impact FIFA World Cup sponsorship?
While globally FIFA might have to face soft boycott from a section of brands, in India there might not be much pushback as a select few brands associate themselves with the tournament.
BUSINESS
Storyboard18 | Leo Burnett’s PepsiCo Scoop: What triggered the account move and how did the agency bag it?
This was a big win and an equally intriguing one, given that PepsiCo has chosen to end its 30-year partnership with WPP Group-owned agencies including Mindshare and Wunderman Thompson. Here's the full picture on the pitch, loss and win.
BUSINESS
Storyboard18 | Making of a smear campaign and the dark side of digital marketing
Smear campaigns are designed differently than regular campaigns and can run from one or two days to several weeks.
BUSINESS
Storyboard18 | Are crypto investors losing faith in finfluencers?
The news of cryptocurrency exchange Vauld suspending all its transactions has raised questions about finfluencers promoting the brand and the high-risk category.
BUSINESS
Storyboard18 | The Great Skill Reset: How are companies hiring for marketing and brand roles these days?
Marketing has become more customer-centric, the skill sets in demand today include ‘analytics’, ‘data’, ‘statistics and ‘systems thinking’.
BUSINESS
Storyboard18 - Stacks & Strategies | Programmatic audio ads: Are advertisers and users listening?
The space can unlock newer capabilities if audio platform providers can innovate more.
BUSINESS
Storyboard18 | How Ikea's Bengaluru entry and Google Translate helped create Wakefit's viral ad
A behind-the-scenes look at how and why Wakefit and Spring Marketing Capital created the “Wakefit Trikea” campaign.
TRENDS
Storyboard18 - Stacks & Strategies | Rise of vernacular advertising on digital in India
As more Indians log on to the internet, the demand for local language content is steadily growing, followed by the need for advertisers to consider creating regional advertising which has gone beyond dubbed ads.
BUSINESS
Storyboard18 | Decoding govt’s new guidelines on celebrity endorsements & surrogate ads
The government’s latest guidelines around celebrity brand endorsers, ads targeting kids and surrogate advertising has created quite a stir. Here’s how it works.
TECHNOLOGY
Storyboard18 - Stacks & Strategies | Adtech Trends To Watch For
From Web 3.0 and the metaverse to data enrichment of consumers, experts decode trends that will dominate the adtech space in 2022.
BUSINESS
Storyboard18 - Stacks & Strategies | Martech trends that will dominate India market in 2022 and beyond
From AI-based marketing and voice-based tech to hyper-personalisation, experts decode trends that will dominate the martech space in 2022.
BUSINESS
Storyboard18 | Why agencies matter: Lessons from Layer’r deo ad disaster
The campaign is a reflection of a new trend of advertising agencies being sidelined and creative process being taken for granted by an increasing number of advertisers. Also, brand experts call Adjavis Venture's apology "a joke".
TRENDS
Storyboard18 | Repeat offender? ASCI pulls up offensive Layer’r Shot deo ad
But the ad has also opened a can of worms. This isn't the first questionable ad created by the brand.
TRENDS
Storyboard18 | Brands need to level up to get women gamers
Women are rapidly straddling multiple roles - such as gamers, streamers, game creators, and entrepreneurs - in the online gaming industry. The Covid-19 pandemic accelerated this trend.
BUSINESS
Storyboard18 | Dunzo’s head of brand Sai Ganesh quits
Sai Ganesh joined the delivery startup three years back and worked on building brand Dunzo. His mandate included marketing and brand building of Dunzo and its recently launched quick commerce service Dunzo Daily.
BUSINESS
Storyboard18 | Ad spends dip as startups slash marketing budgets
Winter in the startup category is also freezing advertising expenditure (AdEx) and marketing budgets. This is in sharp contrast to 2021, when startups contributed around 11 percent to the overall AdEx of around Rs74,000 crore as per industry estimates.
TRENDS
Storyboard18 | Should brands dissociate with influencers who promote toxic content?
The stakes are high for brands, not just because of the money being invested in influencer activities but also because social media backlash can be severely damaging for a brand’s reputation once things go wrong.
TRENDS
Storyboard18 | What will sports marketing look like in 2022 & 2023?
Fan experiences have become more immersive with new tech tools like metaverse and digital collectibles, and engagement has become the top-most priority for broadcasters and franchises across sports formats.
TRENDS
Storyboard18 | We are relaunching Everest later this year as a digital-first agency: Rediffusion’s Sandeep Goyal
"Clients love agencies that love their brands," says Sandeep Goyal. As the agency enters its 50th year of operations, Goyal is looking to revamp and upgrade services, launch new divisions and hire the right talent.
