Author: Kashmeera Sambamurthy

New epicenters of influence are growing: Asmita Dubey, L’Oreal global marketing chief

"The future of beauty is diverse and inclusive and it is sustainable, committed and generous. The future of beauty will be fueled by innovation. It will be nurtured by science. It will be powered by tech. And what we are doing is shaping that future with science, technology and creativity," says Asmita Dubey.

L’Oreal’s global chief digital and marketing officer Asmita Dubey on pioneering beauty tech, ‘radical inclusivity, conversational commerce, Web3 and women in gaming.

Why is Max Life Insurance leveraging Rohit Sharma as a family man for its advertising?

This is particularly critical in a category where fear tends to be the go-to strategy for communication. But things are changing. Max Life Insurance majority TG are millennials who wish to make informed insurance choices. They are looking for awareness heavy content and flexibility in insurance products. Cricket players like Sharma therefore make for a reliable choice. The company is also consciously creating communication which does not alienate women in the decision making of buying insurance as more women millennials come in working fore.(Still from the ad)

The insurance firm switched from sports sponsorship to working with endorser Rohit Sharma and wife Ritika Sajdeh and leveraging their family image in its ads.

Simply Speaking: The rise and fall of Kodak

In 1996, Kodak was ranked as one of the four most valuable brands in the world behind Disney, Coca-Cola and McDonald’s. The brand’s themes resonated in every heart as ‘America’s storyteller’. On billions of occasions, it gave consumers ‘Kodak moments’ to cherish. In doing so, it entered the mainstream of social life and culture. Owning good times and fond memories was as powerful a platform as any brand could claim and own. (Representative image via Unsplash)

If ever there was a brand that owned a category, it was Kodak. But it lost its way thinking what it did was always right.

FIFA World Cup 2022: How many Indians watched the football matches so far?

In a statement issued on 1 December, FIFA officially shares that World Cup Qatar 2022 is continuing to engage TV audiences around the world. In Japan, the group game between Japan and Costa Rica on 27 November drew an average audience of 36.37 million viewers. This surpassed the audience of their comeback against Germany in their tournament opener by over 10 million and was 74 percent higher than the average domestic group stage audience during the FIFA World Cup in 2018. (Image courtesy: JioCinema, Twitter, Network18)

The cumulative reach for the first 48 matches of the tournament has touched 42.2 million, as per BARC data for Cable & Satellite (CS) 2+ audience.

Biz Moves: Cake India, Team Pumpkin and Verve Media

Havas Group India’s creative agency, Cake India won the mandate of Hyderabad Black Hawks, one of the leading teams of Prime Volleyball League. Here, the agency is also working with the players to build their brands in the context of the Prime Volleyball League. (Representative image via Unsplash)

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

Throwback: Tourism advertising and “MP Ajab Hai”, storytelling in silhouette

A lesser known performing art form called shadowgraphy or ‘ombromanie” was used for the execution of the television commercial. Having ancient roots, this art form uses hands, finger movements, and positions to depict various forms by way of shadows on a curtain. The black and white shadowgraphy showcased tigers in the wild as the jingle rang, “Ek nahi, do nahi, sekado yahain sher hai”. (Stills from the ad)

Tourism was sluggish in Madhya Pradesh till the mid 2000s. Ashwani Lohani was brought in to MP Tourism Development Corporation to build tourism to MP. He revived the Corporation and brought in Ogilvy India to promote MP tourism.

Weekly Shorts: Three most interesting things in influencer marketing this week

While personal care has always been among the top ten violating categories, in the past two years, it has risen to the top three on account of high volumes of ads violating ASCI’s guidelines. The launch of influencer guidelines in May 2021 along with ASCI’s proactive monitoring using AI-based tools has added to the increased number of ads under scrutiny. (Representative image 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.