Author: Kashmeera Sambamurthy

Does nostalgia work in marketing and brand building?

According to experts, nostalgia is inbuilt in the concept of branding and it is a powerful root to tap into, if brands utilise this strategy well. However, they believe, that nostalgia marketing works well only if the target audience is clear in the brand’s mind. (Still from ads)

A brand is a mini-dose of nostalgia for it is all about making the audience return to a memorable experience. Here’s a look at brands that have infused nostalgia in their products and ads.

Brand mascots and ambassadors in the digital age

In digital as well as offline media, there is a huge amount of clutter due to the presence of numerous brands. A mascot helps differentiate. It may represent a group, a thought, or a product. It infuses life into a brand.

While both can bring value to a brand, having them together in the same creative may confuse the audience, say experts.

Job cuts at Twitter, Meta presage dark days ahead

A lot of companies are looking at cutting down non-essential spends. Areas like advertising are some of the first few things that are impacted when companies go on a cost-cutting mode. This adversely impacts platforms like Meta, Snap, and Google, who are also forced to cut costs to compensate for the loss in advertising revenue.(Representative Image via Unsplash)

Twitter India has fired close to 90 percent of its workforce. Indeed, there are rumours that its India office might be shut down altogether.

Ayan Mukerji and Namit Malhotra on tech, VFX’s role in Brahmastra

There were 2400 VFX shots in Avengers: End Game, and there were 4500 VFX shots in Brahmastra: Part One - Shiva. Mukerji states that 30 percent of their overall budget was invested in VFX

Ayan Mukerji, director, writer, producer of Brahmastra and Namit Malhotra, founder, Prime Focus, chairman and global CEO of DNEG talk about tech talk about the way ahead for VFX in Indian cinema and more. Listen in.

Meta India chief Ajit Mohan’s sudden exit and his time at Facebook

Under his close to half-decade leadership the company has also made significant investments in businesses across sectors in India. For instance, in June 2019, the company invested in social ecommerce platform Meesho. In February 2020, the company joined others like General Atlantic and Sequoia India to be a part of a funding round of $110 in ed-tech start-up Unacademy. In April 2020, they announced a $5.7 billion, investment in Jio Platforms, making Meta its largest minority shareholder

Ajit Mohan who worked as the India head of the tech giant’s India operations for almost four years not just scaled the company’s operations but introduced a lot of firsts in the India market.

Elon Musk starts firing Twitter India teams

Some media reports suggest that Twitter has sacked the entire marketing team while others are stating that the company is laying off atleast 50% of its India team. (Representative Image via Unsplash)

The layoffs are part of the Elon Musk-owned company’s plan to reduce its 7,500-person workforce as a measure to save costs.

Indian brands are tuning into ASMR. Here’s why

Food and grocery delivery app Swiggy, through its recent set of films, has also used ASMR as its central theme. Through this new series, the brand has created mukbang videos. Mukbang, a Korean word, is typically videos of people eating a large quantity of food. Viewers can see and hear the mukbangers eat burgers, chaat, french fries, and a lot more, for three minutes. Brands like Nescafe, Vistara and SKODA India, among others, have also marketed their products by leveraging the power of ASMR in the recent past

ASMR also called “brain massage” has opened up an interesting style of storytelling for brands to reach out to a newer set of consumers.