Kashmeera Sambamurthy – Page 396

Marketing Mocktail: Consumer as brand manager – brand co-creation explained!

Wieden+Kennedy is an independent global creative company with offices in Amsterdam, Delhi, London, Mexico, Mumbai, New York City, Portland, São Paulo, Shanghai, and Tokyo. (Representative Image: Nick Fewings via Unsplash)

Brand co-creation means brands collaborating with consumers to come up with products and content. But how does it really work and when does it not? Find out.

JioCinema’s IPL viewership numbers are mind boggling

CSK was created in 2008 as the division of India Cements

TATA IPL 2023 on JioCinema gets a record-breaking 147 crore views on opening weekend. JioCinema also registered over 2.5 crore downloads, a record for the most installed app in a single day.

Karram Kurram: The distinct Lijjat Papad advertising

The unique concept of puppetry, emotional connect of family, and a distinctive soundtrack made Lijjat Papad television commercial unique. The fluffy rabbit puppet found a pride of place on the Lijjat Papad packaging as well. (Stills from the ad)

For those who grew up watching the Lijjat Papad TV commercial, the image of the rabbit, his cackle, and the soundtrack still stand recognisable decades later.

CXO Moves: Exec elevations and exits at Dentsu, Publicis, EssenceMediacom, L&K Saatchi & Saatchi, DDB Mudra, Noise and more

Get the full picture on people and their moves on the corporate jungle gym in CXO Moves. (From left to right:Debra Crew, Fred Levron, Nikhil Chand, Deepak Sharma)

Executive moves in the world of brands and agencies.

Biz Moves: Wunderman Thompson, W+K, Schbang, The Minimalist and Consult Blanco

Wunderman Thompson India has won the brand building mandate of Tata Steel’s Tata Astrum Super. The agency's responsibility will include positioning the Tata Astrum Super brand in a sharp manner. (Representative Image: Mathias Reding via Unsplash)

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

IPL 2023: Traditional advertisers set to overtake new-age players in IPL 2023 advertising pie

The long-time sponsor Tata Group, the title sponsor of the tournament, will be promoting their EV offering Tiago.ev during this IPL season. As the official partner, the brand will effectively utilize the Tata IPL platform to not only display the new Tiago.ev across all 12 stadiums but also launch interesting initiatives such as the ‘100 reasons to go.ev with Tiago.ev’ campaign. Conceptualized by FCB Ulka, this campaign focuses on consumers' top mental barriers towards EV adoption and addresses them through a series of light-hearted, relatable instances.(Image source: Indian Premier League (@IPL))

As new-age internet companies adopt a more cautious approach to advertising, traditional advertisers are gearing up to go all out on IPL advertising.

JioCinema’s IPL debut breaks records with 6 crore unique viewers and 2.5 Cr. downloads in a single day

JioCinema's success however isn’t limited to the TATA IPL season alone. The platform also had a remarkable run during the FIFA World Cup, with millions of users tuning in to watch the matches on the platform. 40 billion minutes of watch time was clocked across Sports18 and JioCinema, which continued to be the number one downloaded free app on iOS and Android throughout the tournament.(Image source: Indian Premier League (@IPL))

The record breaking debut of the platform on IPL is another success added to the platform’s sports streaming history after FIFA World Cup.

Bookstrapping: Friends with benefits by Seema Sirohi

The book documents a funny incident about PM Modi’s September 2014 visit to the US, calling it the ‘strangest dinner’ ever hosted by an American President, because the chief guest Narendra Modi didn't eat! He was fasting, while all others enjoyed a three course meal with wine. Officials on both sides marvelled at Modi's ability to stay focused and maintain the visits’ hectic schedule. (Image source: Amazon)

The author touches upon the strained relationship between India and the US, the importance of ‘language’ in diplomacy and pivotal incidents surrounding the visit of former and current Prime Minister Manmohan Singh and Narendra Modi, and foreign minister Sushma Swaraj. Rating: 3.5 stars

Noise hires Gaurav Mehta as chief marketing officer

In his role as chief marketing officer, Gaurav Mehta will be leading the marketing function through his strategic initiatives. Further, he will also be responsible for devising strategies and overseeing overall marketing efforts that will in turn reinforce strong brand building and revenue growth in the long run.

Gaurav Mehta, who is armed with an experience of more than two decades, has been associated with brands such as Yahoo, OLX, Car Dekho and Zupee.

How companies can unlock emotions through data empathy

Although data can provide businesses with a strategic direction, it is empathy supported by context that can lead to meaningful success. Empathy is the most crucial factor in any long-term success we can derive from data. It empowers enterprises to make a positive impact on a customer’s day, thereby helping enterprises to acquire customers for life. Businesses that show empathy to their customers, in turn, receive empathy from customers. Even a minor gesture in the right direction can create a great difference. (Representative Image: Jon Tyson via Unsplash)

Data can enable enterprises to gain knowledge about customers and their preferences, it cannot provide insights into the reasons behind these preferences without context.