Category: Advertising

Global Ads Spotlight: Orange kicks gender bias to the curb with game-changing “WoMen’s Football” campaign

The campaign went on to claim the top spot in the Entertainment for Sport Grand Prix at Cannes Lions and became the second most awarded ad in the 2023 World Creative Rankings.

The ad went live just three weeks before the 2023 Women’s World Cup kicked off, when broadcasters were hesitating to give women’s football the airtime it deserved. Read and watch in our Global Ads Spotlight column.

EXPLAINED: What scrapping the 6% Equalisation Levy could mean for Big Tech, India, and Domestic Media

One of the lesser-discussed ripple effects of the Equalisation Levy has been its role in nudging brands toward domestic alternatives. Rising costs and tax complexities have made Indian platforms more attractive than before, not just as fillers, but as strategic choices. (Image sourced from Moneycontrol)(Image sourced from Moneycontrol)

If the proposal is approved, foreign digital giants like Google and Meta who together account for nearly 65% of India’s Rs 50,000 crore digital advertising market stand to benefit indirectly, as advertisers would face lower overall costs when placing ads on their platforms.

Beyond Byju’s: Indian ed-tech players ditch glamour for smart, cost-effective advertising

In the advertising sector, the mood is more measured. “Early days,” said Sandeep Goyal, Managing Director at Rediffusion. “The world is still processing these changes. It’s not something we can analyze in isolation. Once the dust settles, we’ll have a clearer picture of the true impact.” (Photo: Unsplash)

India’s top edtech startups are shifting away from high-profile branding, moving past celebrities, cricket, and reality shows to embrace more cost-effective marketing strategies.

Reddit becomes a big draw for brands, cornering 10% of digital ad spends

Reddit also gained notable traction in India, rising from 31.6 million in 2023 to 43.4 million in 2024, an indication of inreasing engagement with news, politics, and niche online communities. (Representative image by Brett Jordan via Unsplash)

An increasing number of brands are directing their advertising budgets to Reddit to reach its highly engaged user base. However, experts caution that Reddit users’ strong preference for anonymity often leads to boundary-pushing discussions, posing potential risks to brand reputation.

CCI to issue notices to India’s top advertisers over media transactions

The Competition Commission of India (CCI) has investigated 35 cartel cases in the last five years, minister of finance and corporate affairs Nirmala Sitharaman told the Lok Sabha on Monday.

As the CCI investigation unfolds, industry stakeholders are closely monitoring the potential ramifications for both traditional media agencies and digital advertising players.

Government proposes removal of 6% equalisation levy on online ads

One of the lesser-discussed ripple effects of the Equalisation Levy has been its role in nudging brands toward domestic alternatives. Rising costs and tax complexities have made Indian platforms more attractive than before, not just as fillers, but as strategic choices. (Image sourced from Moneycontrol)(Image sourced from Moneycontrol)

Initially introduced under the Finance Act of 2016, the equalisation levy was applied to payments for online advertisement services and digital ad space.

ASCI report calls for responsible AI adoption in India’s evolving ad industry

The report explores four key areas to provide a comprehensive overview of AI's evolving role in the advertising landscape

The research was conducted by Parallel HQ, a design tech firm. In addition to being supported by Google and Games 24X7, the study is part of the thought leadership work at ASCI Academy which is supported by Diageo, Hindustan Unilever, Mondelez, Nestle, Cipla Health, Coca-Cola, Colgate, PepsiCo, P&G, Kenvue, Bajaj Auto, and Dream Sports.

Dark skies over IPL: Rain threatens Eden Gardens opener

The adverse weather conditions could impact outdoor events, including the much-anticipated opening match, which faces the risk of being abandoned if conditions deteriorate further.

The adverse weather conditions could impact outdoor events, including the much-anticipated opening match, which faces the risk of being abandoned if conditions deteriorate further.