Author: Kashmeera Sambamurthy

Throwback: The making of Campa-Cola’s maiden television ad

Kailash Surendranath recalls that in those days, models were seen as stars and advertising was considered as an aspirational profession. After much research and auditioning, Aarti Gupta and Ayesha Durt, Vanessa Vaz, Shiraz Merchant, Sunil Nischol and Salman Khan came on board. (Stills from the ad)

Storyboard18 explains how Salman Khan got his first ad break, why Kailash Surendranath had to dive in the Andamans to shoot the commercial and more. Read on for all the details.

We want to make Biryani By Kilo a Rs 1,000 cr firm in the next 2-3 years: Vishal Jindal

Dum Laga Ke India, The web series will play on digital platforms, which include Disney+Hotstar, YouTube, etc. It will be a four-part series that will tour Bengaluru, Hyderabad, Kolkata, and Mumbai. Achievers from different fields will host the show in each city

In order to achieve this, and to evangelise the brand across the country, Biryani By Kilo is putting together a food and travel show for OTT platforms, that will be hosted by celebrities.

Dark patterns are the latest threat to consumer protection, observes ASCI

It said, “We think they have grossly misinterpreted our contractual rights with respect to the 2025-26 season and beyond, and we will take appropriate action. We look forward, however, to another great season of the NBA on TNT and Max including our iconic Inside the NBA,” says TNT Sports (Warner Bros. Discovery). (Representative image via Unsplash)

Not all dark patterns fall under the domain of advertising and hence may be out of ASCI’s remit, however, they could amount to unfair trade practices which compromise consumer interest, says the the self-regulatory body.

Content, commerce and community key media trends in 2023: Dentsu report

In terms of content, the Dentsu states that the speed of the shift to digital platforms shows no signs of slowing down especially in the video on demand and gaming sector. The changes in the general economic landscape will lead consumers to evaluate the number of platforms and associated costs linked to subscriptions. (Representative Image via Unsplash)

For the second year running, the agency has collectively gathered and published the insights and predictions of all its global media agencies into the 2023 Media Trends guide for marketers.

How Santoor is staying relevant in a hyper competitive market like India

In 1985, Santoor was launched as a soap with ingredients like sandalwood and turmeric. Santoor was relaunched with its classic sandalwood and turmeric soap Santoor Orange and introduced a new campaign which was developed by Fortuity Communications, an event management, advertising and marketing company. (Stills from the ad)

The vice-president, marketing, of Wipro Consumer Care and Lighting shares with Storyboard18 his views on the recently relaunched classic product , the consumer insights they garnered, who constitutes their target audience, how do they stay relevant, and much more.

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.