Author: Indrani Bose

Influencer search volume booms: National stars surge 47% to 3M, global at 2M, regional dips, says Kantar

Live music and concerts are becoming more popular, with a 43% increase in searches for events like Coldplay, Taylor Swift, Vijay Antony, and Diljit Dosanjh concerts. (Image Source: Zoozoothemes)

Cricket continues to captivate India with 223.4 million average monthly searches, including a 103% surge in searches for women’s cricket.

Sirona founders buy back wellness brand from Good Glamm Group

"We have officially bought back Sirona! Maybe it’s serendipity, or maybe it’s unfinished business—but one thing is clear: we still have more to contribute to the feminine hygiene space. And this time, we return with the same passion, a bit more wisdom, and an even bigger vision to create a meaningful impact," Deep Bajaj shares. (Image source: LinkedIn)

Regarding the rationale behind the transaction, Deep Bajaj says, “The goal was never just to sell, make money, and move on. From day one, the vision was to scale Sirona and take it global. ”

Platform for ‘married-dating’, Ashley Madison, makes a bold gamble in India: Navigating controversy, culture, and the law

Ashley Madison isn’t India’s first extramarital dating platform. Gleeden, a French-origin platform, has been operating in the country with relatively little controversy, thanks to its more subtle positioning. Keable, however, remains unfazed: "Globally, we are the undisputed leader in the married dating space. One major differentiator is transparency. Unlike some competitors, we openly discuss our business. People like myself engage in conversations like this to build trust with our audience."

“Compared to Western cultures, India is more conservative, traditional, and family-oriented. Yet, India ranked as the eighth-highest country for signups last year,” says Paul Keable, Chief Strategy Officer at Ashley Madison.

Ranveer Allahbadia, Samay Raina controversy: Time for brands to shift ad budgets away from influencers?

While controversies like these may spark discussions, they won’t derail the momentum of influencer marketing, experts feel.

The controversy has intensified discussions around influencers’ accountability and responsibility. Industry experts believe it won’t significantly slow down influencer marketing but it will invite greater scrutiny of influencers/creators, deal values and ROI.

Print still dominates education ad spending with 83% share in 2024, despite digital’s slight 7% decline

Print continues to be a stronghold for education advertisers, with a 32% increase in ad spending in 2024 compared to 2022. The North Zone dominated print advertising with a 50% share, followed by the South Zone at 19%. (Representative Image: Wance Paleri via Unsplash)

500+ advertisers were still exclusively active on TV in 2024, proving that television remains relevant for a niche segment, as per the report by Excellent Publicity.

YouTube CEO Neal Mohan’s big bets for 2025

The new plan allows users to watch most videos ad-free across various content categories like gaming, cooking, comedy, and education, but excludes music videos, Shorts, and background play.

YouTube – the “new” television doesn’t look like the “old” television. It’s interactive and includes things like Shorts, podcasts, and live streams, right alongside sports, sitcoms, and talk shows, says Neal Mohan, CEO, YouTube.

Clash of Reach, Influence, and Perils: Can brands afford the risk of betting on influencers for the long haul?

Influencers thrive on personal storytelling and niche engagement, but their content isn't always ‘brand safe.’ Algorithms change, personal choices evolve, and creators operate without the editorial oversight of traditional media. This lack of control makes them a double-edged sword for advertisers.

Influencers operate in a highly dynamic space where things don’t undergo the same level of curation as traditional media. This can often lead to controversies, creating a volatile environment for brands.