Author: Aashrey Baliga

Explained: What is ‘de-influencing’ and how does it work?

Reports and opinions from the larger community of marketers suggest that brands do value authentic trends like de-influencing which could unearth meaningful consumer insights. (Representative image by Jingxi Lau via Unsplash)

US TikTok’s latest brand-related trend is called de-influencing. But what is it? And why do experts think de-influencing is, in some ways, influencing.

Lost in subscription, gained in ads: How Viacom18 keeps revenue streams flowing

Breaking down the numbers, the Aditya Birla Group's bid of Rs 500 crore annually contrasts with Tata Sons' payment of Rs 670 crore for the IPL seasons in 2022 and 2023. (Representative image by Aadil via Unsplash)

Viacom18’s free streaming service for Tata IPL aims to capture a potential audience of 550 million and win over advertisers with the promise of greater value for their investment.

Cleartrip CEO Ayyappan R: No one expected this kind of resurgence in travel demand

On February 20, Storyboard18 reported that the former CEO of Cleartrip was expected to leave the firm. During his tenure, Ayyappan was also responsible for overseeing and driving the travel players' brand initiatives.

Ayyappan R, CEO, Cleartrip talks to Storyboard18’s Delshad Irani about revenge travel, key consumer trends, expectations, Flipkart and more.

The Kartik Aaryan brand needs serious disruption for it to remain relevant

The Kartik Aaryan brand needs serious disruption for it to remain relevant. Thinking at the level of creative storytelling and making him a part of a cinematic universe rather than creating universes for him is, perhaps, a clever starting point. (Image source - still from Doritos commercial featuring Kartik Aaryan)

A good place to start might be to look at films that make Kartik Aaryan a part of their cinematic universe rather than building the universe of the film around a star.

Indian B2B buyers wish for more ‘compressed commerce’: Wunderman Thompson Report

Indian B2B buyers are more likely to buy from a supplier that inspires them. The most commonly used source of inspiration was suppliers’ websites and mobile sites (39% and 40% respectively), followed by suppliers’ apps (35% for both categories of purchase). When it comes to starting the B2B buying process, the report revealed that 67% of all B2B buyers start their purchase journeys online with Indian B2B buyers ranking the highest. (Representative image by Taylor Simpson via Unsplash)

According to Wunderman Thompson, Indian B2B buyers are most frustrated after switching their suppliers in the last 12 months. They are more likely to buy from a supplier that inspired them.

Gaming industry lawyer appeals to PMO to retain 18 percent GST on platform fees for online gaming

Imposing a 28 per cent tax liability on the companies for provisioning of such services would be tantamount to equating luxury goods with that of products of daily use and will invariably make this otherwise affordable commodity to increase in its value and cost, that is passed on to the end users. (Representative image by Jon Tyson via Unsplash)

The appeal says increased tax burden will be detrimental to the industry’s growth, leading to job losses and investment decrease in sector.

WPP and BigCommerce ink partnership to offer brands omnichannel solutions

The Man Company's Jatin Luthra, brand marketing head stated, "By teaming up with Megalodon, we are confident that we can take our creative strategies to the next level and continue to provide our customers with exceptional experiences." (Image via Unsplash)

As BigCommerce’s inaugural data partner, WPP will receive priority access to alpha and beta products as well as platform integrations including Amazon, Meta, Google and TikTok.

IEC has improved advertising standards for companies: Divya Gokulnath, co-founder, Byju’s

“We wanted to learn from our mistakes and I am happy to share that right from advertising standards to the way in which we communicate our offerings to students to the way in which we service them, on all these parameters, we have improved as a collective body.” - Divya Gokulnath, co-founder, Byju's (Representative Image via LinkedIn)

Divya Gokulnath’s comments on the IEC improving advertising standards come at a time when her company, Byju’s, has come under fire for alleged mis-selling of courses from parents and students.

Is India ready for Meta Verified?

The initiative will empower users to unlock the full potential of smart wearables and democratize convenient financial solutions, enabling users to stay ahead of the curve and enjoy the benefits of the future of payments.(Representative image by ilgmyzin via Unsplash)

Here’s a look at the potential impact of Meta’s verification subscription in India

Lux Cozi shatters norms with actress Jacqueline Fernandez as ambassador in men’s innerwear campaign

The ad, which features Fernandez in a lead role, is already generating a buzz online, with many praising the brand for its fresh take on men's innerwear advertising. It remains to be seen whether the gamble will pay off, but the brand's willingness to take risks and push boundaries is sure to make waves in the industry.

Lux Cozi’s new TVC campaign ‘Yeh nahi toh kuch nahi’ breaks the mould.