Author: Indrani Bose

Watch Viacom18’s Anil Jayaraj’s interview on how digital was a game-changer for IPL 2023

Anil Jayaraj, chief executive officer, Viacom18 Sports, says, "CTV is a critical part of our strategy going forward, even on IPL we had 125 million consumers watching on CTV. That is a massive number. It is significantly bigger than any high-definition television through linear TV and it is growing really fast."

Anil Jayaraj talks about IPL 2023, rise of female viewership and more with Storyboard18.

Zomato withdraws “Kachra” campaign after being called out by netizens

The ad campaign was criticised for being tone deaf towards marginalised castes. It also attracted flak from National film award winner film director Neeraj Ghaywan who called the Zomato ad "repulisve and casteist".

Zomato came out with a World Environment Day campaign which netizens found casteist thus calling into question at what length can brands go to for performative action.

Wakefit infuses artificial intelligence in its latest ad; features Ayushmann Khurrana

The brand film depicts Ayushman Khurrana waking up as a child and engaging in various activities, truly seizing the day. The film showcases how Wakefit mattresses provide ultimate comfort to the spine, resulting in waking up as an extremely energetic version of ourselves, like a kid.

Storyboard18 decodes how Wakefit conceptualised its latest ad campaign, “Andar ke bacche ko jaga,” and made Bollywood actor Ayushmann Khurrana look like a child.

Digital allows to scale and provides branding and targeting, hence it is a complete package, Anil Jayaraj, Viacom18

Anil Jayaraj, chief executive officer, Viacom18 Sports, says, "CTV is a critical part of our strategy going forward, even on IPL we had 125 million consumers watching on CTV. That is a massive number. It is significantly bigger than any high-definition television through linear TV and it is growing really fast."

IPL2023 has been massively successful and produced high peak concurrency due to free streaming on JioCInema, digital experience localisation of languages and democratization of advertising.

Online food delivery platforms’ profitability leads to modest 7% spike in business: Redseer

Amid the prolonged funding winter gripping the sector, startups have been forced to slash marketing budgets and are viewing IPL sponsorships with caution. (Image source: @IPL via X)

In their continued stride towards profitability, prominent online food delivery platforms adopted a different marketing approach during IPL-2023, opting for muted campaigns rather than relying on extravagant and attention-grabbing advertisements.

Beyond Rainbow: Navigating brands’ inclusive engagement with Pride

The study uses the Progressive Unstereotype Metric (PUM) to measure consumer responses to representation in advertising (Representative image by Mercedes Mehling via Unsplash)

The Pride Month dilemma presents questions whether brands are rainbowwashing for clout and profit or if they are genuine allies and amplifying queer narratives beyond June.

JioCinema cements its position as the largest OTT service; enters into a multi-year partnership with NCBU

The recent decision was taken under the provisions of the Information Technology Act, 2000 in consultation with other Ministries/Departments of the Government of India, and domain experts specializing in media and entertainment, women's rights, and child rights. (Representative Image: Glenn Carstens-Peters via Unsplash)

This partnership leverages JioCinema’s reach and expertise to introduce Indian audiences to the Peacock brand and NBCU’s portfolio.