TRENDS
Storyboard18 | Be ready to learn, unlearn and relearn: BYJU’s Atit Mehta
Storyboard18 Marketing Recoded: Atit Mehta, head of marketing, BYJU'S, sums up the great challenge for marketing folks today when he says that it will take a lifetime for marketers to learn what their consumers really want.
TRENDS
Storyboard18 | Creators & influencers ride the NFT wave to create a new revenue stream
Creators in India are taking baby steps to explore opportunities that come with creating their own NFT. They are not just a monetization option but also create assets in terms of exclusive access and value adds for fans.
BUSINESS
Storyboard18 | Impact of scandals on real and notional value of brands
Controversies surrounding fintech startup BharatPe and its handling of the crisis is one for the books. Perhaps filed under the chapter ‘What not to do’.
LUXURY-LIFESTYLE
Storyboard18 | Indian single malts could overtake global single malts: Diageo’s Deepika Warrier
Deepika Warrier, chief marketing officer, and Vikram Damodaran, chief innovation officer, Diageo India, talk about Godawan craft whiskey and how they see 2022 as a year of advocacy, and not volumes or sales.
TRENDS
Storyboard18 | Real-money games go on marketing blitz with celebs to grow base, gain credibility
In a bid to grab eyeballs and add a credibility factor, real-money game brands in India are roping in big names from entertainment and sports, pushing overall marketing spends to record highs for the sector.
TECHNOLOGY
Storyboard18 | 'Committed to introducing more revenue opportunities for our creators,' YouTube’s Ajay Vidyasagar
In an exclusive interview with Storyboard18, Ajay Vidyasagar, Regional Director, APAC, YouTube Partnerships, shares how the company is fuelling its creators ecosystem, new revenue channels and algorithm secrets.
TRENDS
Storyboard18 | International Transgender Day: Are brands really that inclusive?
It's March 31. It's also International Transgender Day of Visibility, and a good time to ask whether brands are really moving the needle on inclusivity.
BUSINESS
Storyboard18 | Men like Rosé & women like single malts - that’s the new normal: Ipsita Das, Moët Hennessy India
In an exclusive interview with Storyboard18, Ipsita Das, managing director at Moët Hennessy India talks about change in drinking patterns, what changed in the luxe wines and spirits segment during the pandemic and more
TRENDS
Storyboard18 | Call-my-agent moment for content creators in India
The boom in influencer marketing has created an industry of full-service agencies to manage content creators across genres. A deep-dive into the rise of influencer management agencies.
TRENDS
Storyboard18 | Trends that are redefining your cuppa
Targeting younger buyers, tea and coffee brands in India are breaking traditional category codes; spending aggressively on advertising and marketing, and expanding offerings, brewing hot, cold, slow and instant, for all seasons.
TRENDS
Storyboard18 | Inside Bigg Boss’ fandom and what brands can learn from it
As super-fans of reality show Bigg Boss are united by social media more than ever before, experts believe they can be a "wholesome" set of consumers that brands shouldn’t ignore.
TRENDS
Storyboard18 | Flush with VC money, gaming and e-sports brands hunt growth beyond pandemic
Indian gaming and esports companies are gearing up for the next big leap - not just in their daily active users but also overall marketing initiatives.
TRENDS
Storyboard18 | Is Tejasswi Prakash the new addition to celebrity brands created by Bigg Boss?
'Bigg Boss' celebrities either come out of the house creating a whole new brand for themselves or rejuvenating their personal brand. But are they just momentary heroes?
TRENDS
Storyboard18 | Decoding Shah Rukh Khan’s toofani comeback
Thums Up’s new campaign ‘Soft drink nahi, Toofan’ doesn’t just establish its brand narrative but also brings back Bollywood baadshah Shah Rukh Khan’s thunder.
TRENDS
Storyboard18 | Marketers are arriving in the metaverse. Now what?
Marketers’ invasion of metarverse - touted as the next big thing in digital marketing - has begun. There's still lots to be done to realize a true metaverse ecosystem, but some brands are moving in fast.
TRENDS
Storyboard18 | Kashmir Day posts force global brands to rethink local messaging
Apologies, clarifications and explanations were on the agenda for brands that faced the heat from netizens after Kashmir Day posts from their respective Pakistan handles popped up on social media.
TRENDS
Storyboard18 | Finance influencers: The new bulls of BFSI marketing?
Both traditional and new-age BFSI brands are engaging finance influencers or ‘finfluencers’ as a part of their marketing communication strategy.
AUTOMOBILE
Storyboard18 | Maruti to increase media spends by 10-15% in 2022, starts year with commercial vehicle campaign
Shashank Srivastava, Senior Executive Director, Marketing & Sales, Maruti Suzuki India, on the company’s plans to promote commercial vehicles, why its increasing media spends and what deters Indian car buyers when it comes to electric vehicles (EVs).
POLITICS
Storyboard18 | Over Rs 6,500 crore to go towards media spends in UP elections
TV will take the lead in terms of media spends. With 65% of the state’s population being rural, experts suggest there will be massive focus on language media across television, digital and print.
TRENDS
Storyboard18 I When celebs break up, does their brand value feel the tremors?
Brand experts suggest while divorce impacts a celebrity personally, whether or not their brand value is threatened depends on how well they handle their separation publicly.
BUSINESS
Storyboard18 | Brands like to endorse athletes who they get to see often on TV: Mithali Raj
Captain of Indian women’s cricket team Mithali Raj talks to Storyboard18 about endorsements and the attention women athletes are getting from brands these days. For Raj, the last 4-5 years have been a game changer.
TRENDS
Storyboard18 | As BharatPe faces heat, a look at how brands could tackle founder-led controversies
BharatPe founder Ashneer Grover landed in trouble, as social media calls for a brand boycott over his alleged abusive call with a bank employee. Branding experts say founders should consider the company brand an extension of their public persona and behave accordingly.
TRENDS
Storyboard18 | Only 20% of our business comes from online channels: Colorbar's Samir Modi
Samir Modi, founder and managing director, Colorbar Cosmetics, shares the company’s plans to go global and public, be more inclusive and go D2C.
TRENDS
Storyboard18 | Tata Group’s IPL masterstroke?
Tata Group is all set to replace Chinese mobile manufacturer Vivo as the Indian Premier League’s title sponsor in the 2022 season. We find out what’s in it for Tata and the full story behind Vivo’s exit.
