Author: Kashmeera Sambamurthy

#TBH: Digital news publishers’ big chase for elusive revenue

While the US media body has been quick to perceive the fresh threat to their business, AI could open another battle front for digital news publishers in India as well. (Representative Image: Clay Banks via Unsplash)

By the end of this year, digital media will overtake TV ad spends cornering 40 percent ad share. This will increase further to 45 percent by 2024. But even with advertising money rapidly shifting from print and TV to digital, online news publishers in India are a discontented lot faced with the challenge of building sustainable businesses.

Why nostalgia works in advertising?

Nostalgia marketing can be particularly effective in reaching multiple generations. By tapping into elements of the past that resonate with different age groups, brands can create a sense of shared experience that crosses generational lines. By using nostalgia, brands have created campaigns that connect with both older and younger generations and create a sense of shared experience. (Image source: Parle-G - Parel Products, Coca-Cola - Jonathan Borba via Unsplash, Apple ad - YouTube)

Being powerfully associated with positive effects on consumers’ psychological well-being, the integration of nostalgia in brand marketing increases feelings of social connectedness and divulges a sense of meaning and purpose.

Shemaroo Entertainment ropes in Anuja Trivedi as chief marketing officer

Anuja Trivedi brings over 15 years of rich experience in strategy and media and entertainment industry, having held senior leadership roles in reputed organizations such as Disney Star, World Gold Council, McKinsey & Company, Morgan Stanley and PwC.

In her new role, Anuja Trivedi will lead the company’s overall marketing strategy and will be responsible for driving business growth, leading strategic initiatives and strengthening consumer engagement.

Biz Moves: Havas and Tonic bag big business

Puma India has roped in Havas Media Group India as the media agency on record (AOR). Here, the agency will oversee the entire offline and online media service suite including digital, television, print, radio, out-of-home (OOH) and cinema mediums for Puma. (Representative Image: Louis Hansel via Unsplash)

Keep up with all the key business wins and the account movements.

Bookstrapping: The Hidden Hindu trilogy

One cannot miss the tendency for descriptive writing; the scenes are set vividly.The description of Paatal Lok as more beautiful than Swarga Lok in book three, is a case in point. (Image source: Amazon)

The reviewer gives a holistic view of each book and the beautiful description of Paatal Lok which is more mesmerising than Swarga Lok. Rating: 3 stars

Goafest 2023: India’s premier Ad fest kicks off with a bang

Speaking at the Goafest 2023 curtain raiser, Prasanth Kumar, president, Advertising Agencies Association of India and CEO, South Asia GroupM said, “Goafest is known to unite India and South Asia’s creative economy. When we began working on curating Goafest 2023, we were certain that we wanted to present to the industry creativity in a new avatar and our theme is exactly in line with this."

Goafest 2023 kicked off with a curtain raiser where the theme – The Future of Creativity, was unveiled.

Weekly Shorts: How brands can tune to ASMR for campaigns

The younger generations tune into ASMR content for entertainment and relaxation from their fast-paced lifestyle. They also use it as a therapy to calm anxiety, especially when the 2020 Covid-19 pandemic increased mental health issues by 25 percent globally. ASMR content provides a sense of calmness and relaxes the nerves giving a similar feeling you get from meditation. (Representative Image: Israel Palacio via Unsplash)

What’s buzzing in influencer marketing and the creator ecosystem? What’s the next big thing coming down the line? Catch the big trends and hot topics in our weekly shorts.