Soumya Mohanty, Managing Director and Chief Client Officer- South Asia, Insights Division, Kantar, shares how South India demands original ads and not recycled ones, importance of emotions in advertising, what brands can learn from Surf’s Daag Achhe Hai/Stains are Good and more.
Author: Indrani Bose
The rise of the everyday influencer: How authenticity is winning over mass appeal
The evolving consumer preferences towards authentic and relatable content suggest that micro-influencers will remain a valuable asset for brands, writes Vaibhav Gupta, Co-Founder and Chief Product Officer, KlugKlug.
India’s iGaming: Taxed to extinction, or a catalyst for change?
This tax is contentious because the total wagered amount includes both entry fees and prize money, which do not fit neatly into the definitions of goods and services, writes Aruna Sharma, Development Economist and retd Secretary GoI.
From fantasy to factual: Building trustworthy AI in a world of fabricated data
AI hallucinations often emerge as inaccurate forecasts, false positives, or false negatives, writes Prateek Sethi, founder of TRIP, a communication design house.
The crumbling cookie: Brands’ new playbook for winning hearts (and data)
The rise in identity theft, financial fraud, and hacking incidents highlights the urgent need for robust data protection measures, writes Chaitanya A C V, Director, Paid Social, GALE India.
Collective Artists Network acquires storytelling platform Terribly Tiny Tales
This acquisition aligns with Collective Artists Network’s vision to become the country’s leading new media company with its roots in popular culture and expanding its influence in the media industry.
The ROI of laughter: How memes drive marketing results
Meme marketing allows brands to emphasise their awareness of pop-culture, positioning them as relevant and well-versed, which resonates well with the generation raised on the internet, writes Mehul Gupta, Co-Founder & CEO of SoCheers.
The games of #sponsored: May the most authentic influencer win
Brands need to crack the code on the influencer’s audience. Are they real people, or just a mirage of likes?
Market Research Society of India elects TAM’s Nitin Kamat as President
Puneet Avasthi and Shuvadip Banerjee were elected as Vice-Presidents, Anila Vinayak as the Secretary, and Parijat Chakraborty as the Treasurer for MRSI.
34 percent Indian consumers cutting the cord with traditional TV services: Report
44% of Indian consumers believe that ads that are interesting and relevant enhance the viewing experience.