Author: Indrani Bose

MAdtech Point: If Advertising will no longer run the Internet, then what will run the Internet?

The World Wide Web Consortium (W3C), which leads development of the technical standards and guidelines to ensure that the web remains open, accessible, and interoperable, officially launched as a public interest non-profit ogranisation as of January 1, 2023. (Image via Unsplash) via Unsplash)

Impact of responsible use of consumer data and consent management is resetting the balance that runs the Internet.

Elon Musk’s X Corp takes on content moderation law

What has made the situation worse is that Google results of 'X Social Media' rank lower in search results as opposed to the microblogging platform that ranks at the top. (Image via Unsplash)

X, the platform once known as Twitter, said the law known as Assembly Bill 587 violates its free speech rights under the US Constitution.

Gen Z, millennials to account for 75 percent of spending on disruptors by FY28

The report showed that disruptor jewellery brands have redefined the business model. One brand that is scaling up rapidly has positioned itself as a “fast fashion destination” for gold jewellery. With over 17,000 designs and about 1,000 added every quarter, the brand still runs on close to zero finished inventory. (Representative Image: Unsplash)

Gen Z cares about confidence, fun, and well-being, while millennials care more about eco-friendly and self-expressive brands.

Monk Entertainment expands footprint in South India, onboards former core team of Fabsquad Media

Armed with proficiency in four key South Indian languages (Telugu, Tamil, Malayalam and Kannada), the newly recruited team will ensure a strong presence for the company in those markets. (L to R: Aishwarya Gunjal, Viraj Sheth, Aju Philip)

Aju Philip will now be looking after the creator program and Aishwarya Gunjal will be looking into the business operations in the south division.

This is prime time for India in the global marketplace: David Kohler

David Kohler believes that the Indian consumer has passion and they are courageous. “We love the aesthetic variety that is needed in India. We also see a great appetite for leading edge smart products. Intelligent toilets or smart showers, all of these have been important in a fast-growing segment in India,” he says. (Image source: kohlercompany.com)

India is the only country in the world where Kohler has three experience centres. The brand plans to build more immersive experiences. It is adding 160 showrooms this year, growing its India network to 1,000.

Understanding a market is not possible by sitting in air-conditioned rooms in Bombay: Ogilvy’s Piyush Pandey

Piyush Pandey believes that evolution of creativity comes from the work where the client does not have to ‘prove’ or spend huge amounts of money to see results. He supported this by stating the example of Pidilite Industries, an adhesives manufacturing company, which has been the client of Ogilvy India for over three decades.

Legendary ad man Piyush Pandey, who is the executive chairman of Ogilvy India talks about the India-Bharat opportunity, advertising strategy for Bharat and the challenges of penetrating Bharat for companies. He said, “Reaching out is a matter of availability and affordability. In terms of advertising and communication, it would be stupid to do two kinds of communication (one for Bharat and one for India, as marketers differentiate). For years I have been involved with Fevicol, we never did two kinds of advertising.”

Anushka Sharma becomes fashion brand W’s brand ambassador

“To me, W for Woman is the embodiment of a thinking woman’s brand, reflecting the modern woman who embraces her roots- a woman who is truly Indian at heart and global in her outlook,” said Anushka Sharma.

The campaign talks about every festival having a story that is synonymous to the story of women. It captures the essence of women being the centre of every celebration, thereby urging women to cherish their individuality and ‘Celebrate your story’.