TRENDS
Storyboard18 | What state tourism accounts mean for ad agencies
State tourism accounts don't generate a lot of revenue for the agencies, but they tend to win ad firms creative awards and recognition - both nationally and internationally, say advertising experts.
TECHNOLOGY
Storyboard18 | Using ‘Make in India’ as a marketing tool is not the right way to do things: Realme’s Madhav Sheth
Madhav Sheth, president, Realme International Business Group, on the company’s advertising strategy, changing consumer behaviour and the overused ‘Make in India’ marketing ploy in the smartphone category.
TRENDS
Storyboard18 | Summer advertising heats up as temperatures soar
Summer category brands have already mounted big scale campaigns across media platforms and properties such as the Indian Premier League (IPL).
TRENDS
Storyboard18 | Young consumers troll celebs featuring in tobacco ads
Despite the law, celebrity-led advertising is immensely popular among tobacco brands that collectively spend over Rs 700-800 crore on advertising.
TRENDS
Storyboard18 | Durex shifts focus to women's pleasure in new campaign
The telly campaign will be followed by a digital and social media campaign, ‘Half-gasms’, that talks about unmet needs of women.
TRENDS
Storyboard18 | New advertisers need to genuinely believe in responsible advertising: ASCI CEO Manisha Kapoor
Manisha Kapoor, who has been associated with the industry body since 2015, says that she is looking to spearhead various education and advisory related initiatives.
BUSINESS
Storyboard18 | Xiaomi’s CMO Jaskaran Singh Kapany moves on in less than a year
Jaskaran Singh Kapany joined Xiaomi in 2021. He led all marketing initiatives across the company in both the smartphone and smart TV segments which continue to be a hyper-competitive market in India.
CRICKET
Storyboard18 | A ‘matter of survival’ for Star, as competition intensifies for IPL media rights
It would be critical for Disney Star to defend the IPL media rights. IPL matches remain one of its flagship media properties.
CRICKET
Storyboard18 | Advertisers ride high on IPL 2022 wave
A 23% increase in the number of matches - from 60 to 74 matches - plus higher ad rates compared to last season equals higher ad earnings for broadcasters.
TRENDS
Storyboard18 | Byju’s spends $30-40 million on FIFA World Cup sponsorship. Here's why
Byju’s, which recently raised $800 million in fresh funding as part of a pre-IPO round, is all set to make a bigger mark on the international stage, leveraging the most popular global football event in the world.
TRENDS
Storyboard18 | 'Shoppable livestream is the next big thing': SUGAR Cosmetics' Amrita Shinde
Storyboard18’s Marketing Recoded series gets a sharp and fast insight into the minds of modern marketers. First up, Amrita Shinde, head of brand marketing at SUGAR Cosmetics.
TRENDS
Storyboard18 | How should Meesho attempt its brand revamp?
Social commerce platform Meesho's current logo is the company's name in pink letters against a white background - possibly a nod to its primarily female customer base. This could change.
TRENDS
Storyboard18 | Content is the key to the kingdom, as competition intensifies amid new-age brands
New-age firms are acquiring content companies to get more control over output, as they increase focus on a content-first approach for customer acquisition.
CRICKET
Storyboard18 | ‘Brands are not investing in women’s cricket, they’re investing in select cricketers’
With the 2022 ICC Women’s Cricket World Cup under way, here’s where the sport and players stand in marketers’ gameplans.
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.
BUSINESS
Storyboard18 | Crypto being pitched as easy investments in ads is problematic: ASCI’s Subhash Kamath
Advertising council ASCI’s chairman talks about the strategy to implement new ad guidelines and the common pain points in VDA advertising.
TRENDS
Storyboard18 | Battle for Bharat: Meesho launches campaign to bring small businesses online, as ecomm space heats up
The marketing push is in line with the company’s vision to enable 100 million small businesses to succeed online in India, says Meesho’s Laksminarayan Swaminathan.
TRENDS
Storyboard18 | Marketers to Leaders: Startups taking early bets on people allows them to flourish much sooner: Sukhleen Aneja, Good Glamm Group
Career-marketer Sukhleen Aneja on how her FMCG marketing experience at HUL, Reckitt and L’Oreal helped her to understand a complex Indian consumer market and prepared her for her current role as CEO - brands and FMCG business, Good Glamm Group.
CRICKET
Storyboard18 | 'Starting the journey of taking EVs mainstream with presence in IPL', Ather Energy’s Nilay Chandra
In an exclusive interaction, Nilay Chandra, VP - marketing and charging infrastructure, Ather Energy, talks about the electric vehicle brand's IPL association.
TRENDS
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.
TRENDS
Storyboard18 | Quick commerce space heats up; brands pump ad money to woo Indians
The 10-minute delivery model may have a few problems, but Indian quick commerce startups' advertising strategy so far has not been problematic, say branding experts.
TRENDS
Storyboard18 | Live commerce and the rise of shopatainment
Live commerce allows users to interact with each other as well as the seller. Integrating innovations could change shopping online from an activity to a form of entertainment for digital natives and newbies.
TRENDS
Storyboard18 | Battle for Bharat: Snapdeal's new campaign taps into the aspiration of small town India
Soumyadip Chatterjee, director, brand marketing, Snapdeal: 80% of Snapdeal's transactions are coming from tier II cities and towns.
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.
