Author: Aashrey Baliga

Tata Group’s Air India Transformation: Dropping brand Vistara, roping in design and digital

Air India is also working closely with independent marketing agency Gozoop Group for some creative campaigns. Crayons Advertising is also rumoured to be collaborating with the brand. The company hasn't initiated any formal agency pitch yet. (Image via Twitter - @Pilotcareers & @arenajet)

Air India is working with various ad agencies as Tata Group starts the process of consolidating its entire airline business under Air India.

How Meta plans to integrate generative AI in Instagram, WhatsApp

Zuckerberg has forthrightly expressed his love for combat sports such as MMA and extreme sports such as hydrofoiling.

Mark Zuckerberg explains that they are looking into text-based experiences such as WhatsApp and Messenger chat, images such as “creative Instagram filters and ad formats,” and “video and multi-modal experiences.”

Ex Vodafone exec Kavita Nair joins Skewb Analytics as strategic advisor

Kavita has led multiple successful brand transformations and built celebrated brands such as Orange, Hutch & Vodafone. She was the co-creator and the champion behind the iconic pug and lovable Zoozoos that won innumerable hearts and several accolades.

In her new role, Kavita Nair will work closely with the leadership team to provide guidance on product enhancements, go-to-market strategy and organizational growth.

EssenceMediacom global CEO Nick Lawson: We are pretty close to being the largest global media agency

"We are pretty close to being the largest global agency. But I am not obsessed with size. Scale is important in media companies for capability reasons. But, for me now, it is really positioning ourselves as crucial to clients' needs. What I want be is the most recommended agency in the world," Nick Lawson tells Storyboard18. (Image via Twitter - @jasperrosa)

Nick Lawson, global CEO of newly merged EssenceMediacom, on the vision for the new entity, the India market, and how media agencies have changed.

Mondelez International introduces CoLab, its global start-up accelerator program in India

The startups will partake in a 12-week program across virtual sessions and in-person interactions that will provide expert mentoring, workshops, access to Mondelez India’s leadership and their networks as well as connects with Industry experts. (Representative image by Mika Baumeister via Unsplash)

Mondelez International will support early-stage start-ups to steer consumer-centric innovation in the snacking space.

Ranveer Singh drops Thums Up to become Pepsi’s new brand ambassador

Brand Pepsi has been leveraging Bollywood and sports celebrities to promote itself in the India market. In January, the beverage brand brought KGF movie series famed Kannada actor as its face. In 2019, Pepsi signed actor Salman Khan as its brand ambassador. Last year, Khan appeared in a new Pepsi campaign that encourages youngsters to try out the beverage drink which now has an elevated refreshing experience that has more fizz. (Representative image via Twitter - @blitzkreigm)

Ranveer Singh joins the likes of Salman Khan and Kannada actor Yash who are currently promoting Pepsi in India.

Reliance’s JioMart awards its integrated creative mandate to L&K Saatchi & Saatchi

Rediffusion employs nearly 400 employees and handles advertising for Parle, BMW, Tata Trusts, Dabur, Taj Hotels, Kansai Nerolac, Tata Power, L&T Realty, Orra, Brookfield, Liebherr, Zydus, among others.

The responsibilities of L&K Saatchi & Saatchi will include managing JioMart’s full range of brand-building solutions, tactical launches followed by social media and content strategy through their digital arm Saatchi & Saatchi Propagate.

OTT platforms eye ad revenue from sports streaming with increasing genre popularity

As a category, sports has never really stopped growing. Thus, innovation and upgradation by brands to extend their products and services through this genre is a logical next step. Brands and sports organizations are partnering with OTT platforms to create an immersive, on-the-go viewing experience for their audience. (Representative image by Paul Skorups via Unsplash)

Sports streaming in India takes the next leap with immersive, interactive and personalized experiences on OTT Platforms.

Art of Framing in marketing: What you know changes what you see, what you see changes what you know

Persuasion is fortified with evidence - information, referendum, validation, certification, statistics, testimonials - all enhance acceptance. Emphasizing the benefits is another technique for framing. (Representational image by paul skorupskasvia Unsplash)

Framing is about mental structures and stencils which we apply to derive meaning. To change a perspective is reframing. Reframing is a triumph of marketing.

Indian CEOs have a positive outlook towards company growth for the future: Arthur D. Little report

CEOs now see environmental, social, and governance (ESG) factors as core for their business. 80 percent see ESG delivering a competitive advantage while 41 percent of CEOs rank it as a higher priority than other initiatives. (Representative Image: Clark Tibbs via Unsplash)

Nearly two-thirds of Indian company CEOs anticipate a steady or positive global economic outlook over the next three to five years, despite present challenges and somber macroeconomic projections for 2023.