Author: Indrani Bose

Is the Gig workforce finally gaining recognition? Budget 2025’s bold moves win corporate praise

These initiatives mark a significant advancement in addressing the vulnerabilities of gig workers, who have long faced challenges such as lack of social security and employment instability. By formalizing their status and extending essential benefits, the government acknowledges the indispensable role gig workers play in the modern economy and takes concrete steps to ensure their well-being and security.

Launched in 2021 by the Ministry of Labour and Employment, the e-Shram portal was designed to create a national database of unorganised workers. By registering, gig workers will receive identity cards, facilitating easier access to various government schemes tailored for informal workers.

Budget 2025: FMCG majors Godrej, Adani Wilmar, Parle and Kenvue share budget reactions

By prioritizing inclusive development—supporting disadvantaged groups, youth, farmers, and women—the budget strengthens purchasing power, further stimulating market demand. Additionally, initiatives aimed at boosting farm productivity, manufacturing, and exports—such as a national mission for high-yield crops and subsidized credit for farmers—will fortify supply chains and optimize input costs, ensuring long-term sectoral growth.

Key players, including Godrej Consumer Products and Adani Wilmar, praised the budget for driving demand, enhancing supply chains, and fostering a more resilient economy.

Amazon boosts ad spending on X after previous cuts

This move comes over a year after the e-commerce giant drastically reduced its ad presence on the platform.

Last summer, X filed an antitrust lawsuit against the Global Alliance for Responsible Media, the World Federation of Advertisers, and several of their members, alleging an illegal ad boycott. The suit is still pending.

Nodwin acquires Starladder for $5.5 mn, including $2 mn cash payment

Roman Romantsov, Founder of StarLadder, stated: “We live in an era of globalization, where the synergy of resources, expertise, and potential drives success and paves the way for future growth. We are thrilled to have found partners and like-minded individuals who share our vision and ambition. Together with NODWIN Gaming, StarLadder is committed to creating extraordinary experiences for fans, delivering unforgettable events across multiple games and regions. Stay tuned for what’s to come!”

While the company will continue to operate with its core identity and creative spirit intact, Roman Romantsov will remain at the helm, ensuring continuity and authenticity in its vision.

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The Outpost: Why Indian advertising leaders seem to struggle for global recognition

For global advertising to thrive in the 21st century, it must do more than acknowledge Indian talent — it must actively integrate it into decision-making processes. The industry cannot afford to treat India as an afterthought.

It seems Indian advertising professionals are often operating on the margins of a system designed elsewhere, where the power centers—New York, London, and Paris—dictate the creative playbook.

Jewellery ad spend 2024: Print at 73%, Kalyan Jewellers takes 23%

The elevated price levels supported Digital advertising continued its upward trajectory, with a 33% increase from 2022 to 2023. Video content emerged as a dominant force, capturing a significant share of digital ad spend. (Representative Image: FIGIST CO via Unsplash)

The South Zone emerged as the leading region, accounting for 36% of the total print ad spend. A significant player in the radio advertising space, Malabar Group of Companies secured 8% of the total ad spend, as per the report.