Author: Kashmeera Sambamurthy

Weekly Shorts: Decoding seeding, the role of key opinion leaders in influencer marketing mix

KOL seeding is sometimes viewed as an unethical practice. Larger KOLs talk about how these “no-strings-attached” deals may not be as innocent as they seem. They say, marketers are using the psychological principle of reciprocity to their advantage. (Representative Image: Kira auf der Heide 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.

P&G Health’s Sahil Sethi discusses Vicks’ entry into the sleep category and the challenges ahead

The company is targeting consumers between 25 and 55 years of age who may be experiencing sleeplessness but are not aware of it or are not taking action to resolve it. (Stills from the ad)

Through its melatonin sleep supplement Vicks ZzzQuil Natura, P&G Health is targeting consumers between 25 and 55 years of age who may be experiencing sleeplessness but are not aware of it.

Davos 2023: Coursera set to integrate ChatGPT into courses says CEO Jeff Maggioncalda

ChatGPT is a chatbot that the startup called OpenAI released in November 2022. The tech learns how to answer any prompt in a human-like way from vast amounts of data, and offers the information as a search engine. (Representative Image: Andy Kelly via Unsplash)

Coursera’s chief also added that the feature is keeping him awake at night as he has been spending the last 45 days on the software.

Dentsu Merkle’s Pete Stein: From the standpoint of data and tech, the market in India is rich

Pete Stein says, "AdTech and MarTech will continue to be central to everything Merkle would do. It is what enables the experiences of the connected customers which helps our clients drive towards. If your goal as a business is to build it around the customers and their needs, you cannot achieve that without the right AdTech or MarTech in place."

Pete Stein, president, Merkle Americas spoke on the India market’s potential, top digital marketing trends, and importance of AdTech and MarTech.

Vikram Bahl joins United Breweries as its new CMO

He had stints at GSK Consumer Healthcare India where he was EVP-Marketing and at the Kellogg Company, where he spent almost a decade. (Image courtesy: LinkedIn)

Vikram Bahl was global brand vice-president, Nutrition at Unilever before joining United Breweries as CMO.

ITC adds D2C brand Yoga Bar to its cart

The partnership will provide last-mile delivery services beyond large cities, enabling online sellers and D2C brands to access India Post’s extensive network of about 1,59,000 post offices across the nation. (Representative Image: Bastian Riccardi via Unsplash)

Yoga Bar is ITC’s third investment in a Direct-to-Consumer (D2C) brand.

Media Mavens: GroupM’s Priti Murthy says boardrooms are no longer about men vs women, it is about diversity and inclusivity

"The best way to pave the way for future leaders is by allowing them to grow and not stall them at any point," says Priti Murthy

Priti Murthy, President, GroupM Nexus talks about the importance of addressing the gender gap in the workplace, upgrading skills and the evolving role of agencies.