Category: Advertising

Birla Opus launches its new thematic communication

In February 2024, the Aditya Birla Group entered into the paint industry with the launch of Birla Opus. The company plans to establish six manufacturing facilities nationwide by 2025.

The film showcases Hi-Definition, 3D feature animation with silhouettes. It has a track created by Indian composer with the message – ‘Duniya Ko Rang Do’ (Colour the world).

Meesho’s Soumitra Choubey: Witnessing a surge of Gen Z users under 25 joining the platform

Soumitra Choubey, Associate Director - Brand Marketing, Meesho

Soumitra Choubey, Associate Director – Brand Marketing, Meesho sheds light on the inspiration behind the Meesho Trendz campaign and further delves into the importance of Gen Z as a core demographic, explores the strategic role of digital media investments, and more.

Not sure the Chatpat campaign would’ve had the same effect if the character was called Vishnu: Kartikeya Tiwari, FCB Kinnect

Kartikeya Tiwari, national creative director, FCB Kinnect, stated, "In the last two decades, names have become important because it helps cut through the clutter. A name which is attractive, unique, and arouses curiosity is critical. If one gets the name right, it lends a lot to the work and to the writing as well. If the character’s name was not Chatpat, we wouldn't have been able to write the line, ‘Banta hai apun Chatpat, Gyaan dega sabko Jhatpat’." (Stills from the campaign)

In a conversation with Storyboard18, Kartikeya Tiwari, national creative director, FCB Kinnect, touched upon the inspiration behind the Cannes Lion-winning campaign Chatpat, pros of guerrilla filmmaking, and whether a rose smells just as sweet by any other name.

IAS partners with Reddit to provide AI-driven measurement to advertisers

The partnership will give advertisers an additional layer of trusted, third-party transparency in their investment on Reddit as they reach and engage with the platform’s 100,000+ interest-based, intent-driven communities.

IAS’s Brand Safety and Suitability Measurement complements Reddit’s user and brand safety investments, which includes human moderators and AI-driven moderation tools, brand safety content detection, and customizable Brand Suitability controls.

IAS partners with Pinterest and Reddit to provide AI-Driven measurement to advertisers

This enhancement expands on IAS’s partnership with Pinterest, which offered Viewability and Invalid Traffic (IVT) Measurement across display and video inventory in 2023.

As part of Total Media Quality (TMQ) for Pinterest, advertisers get access to Viewability, Invalid Traffic (IVT), and Brand Safety Measurement within IAS Signal, the unified reporting platform that delivers the data and insights advertisers need to easily manage their digital campaigns.