Author: Indrani Bose

Google ads costs soar: CPCs up 30%-100% across key industries, brands are fighting back

The Fast-Moving Consumer Goods (FMCG) and Retail industries, at a 43% adoption rate, utilize AI for content creation and creative optimization, creating a more competitive advertising landscape. (Representational image: Rajeshwar Bachu via Unsplash)

AI is reshaping digital advertising fast. Brands that adapt, automate, and rethink their approach will get the best results, according to experts.

Minimalist’s Mohit Yadav on challenging misinformation and not relying on flashy ads

Instead of chasing trends or relying on flashy ads, our marketing initiatives are rooted in science-backed information, transparency, and real consumer experiences, says Mohit Yadav, Co-Founder and CEO of Minimalist.

What’s next for Minimalist? With a fiercely loyal customer base, the inevitable question looms – Will the brand’s identity and quality evolve or perhaps even transform under HUL’s guidance?

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.