Advertising – Page 92

Moment marketing | The priority of being first rather than being right is a misplaced one, says ASCI chief

Manisha Kapoor, chief executive officer and secretary-general, ASCI, stated, "It would be unfair to generalise. So long as an organization has adequate checks and balances in their creative development and approval processes, and culturally they believe in honest advertising, this should not be an issue. Having said that, there could be greater pressures on valuations and customer acquisitions which could lead them to take shortcuts that get their brands into trouble eventually." (From left to right: Image source: LinkedIn; Manisha Kapoor)

Before engaging in moment marketing, brands and agencies globally should consider whether it aligns with their broader brand strategy and complies with legal and ethical guidelines, says Manisha Kapoor, chief executive officer and secretary-general, Advertising Standards Council of India.

RCB teams up with Naukri to recruit their “Fan-in-Chief”

“We are delighted to partner with Naukri for this innovative campaign. This collaboration offers fans an exciting opportunity to engage with RCB and we are looking forward to a successful association together.” Commented Rajesh Menon, Vice President and Head of Royal Challengers Bengaluru.

The first phase saw 100,000+ fans apply for the job and now the video series promises to chronicle the auditions & selection criteria tasks in a comical manner, and ultimately revealing the chosen fan in chief.

GreatWhite Electricals unveils new ad film with Tiger Shroff and Malavika Mohanan

This campaign went live on television, digital and social media platforms where duo played the role of home inspectors.

Speaking about the brand’s leadership, Hemang Shah, MD, GreatWhite Global Pvt. Ltd., said “After successfully assisting customers in India and abroad, we have solidified our belief in offering cutting-edge technology and innovative solutions to meet evolving consumer needs.”

Thomas Cook India aims to motivate voters with its ‘Ghar Jao Vote Karo’ campaign

As part of the campaign, the pre-election offer includes a discount of Rs. 1,000 off on return air tickets (per adult) on providing proof via any official document such as their Voter ID/ Aadhaar Card, etc. The last date of flight departure is June 1, 2024, synchronised with the last date of polling. (Image source: Moneycontrol)

Thomas Cook India’s Ghar Jao Vote Karo campaign will extend till June 1, 2024, to encourage Indians to exercise their right to vote by flying back to their respective hometowns – where they have been registered as voters.

FCB Kinnect’s Kartikeya Tiwari: If we win a mandate, we would want to execute what we have pitched

Kartikeya Tiwari, national creative director and senior vice president, FCB Kinnect, stated, "Sometimes the clients love the ideas shared by us, but issues like finances and timelines not aligning usually crop up, among a list of other reasons, like the desire for a different execution, etc. "

The digital marketing agency’s national creative director and senior vice president is clear: “The work in the pitches never actually gets realised. We would prefer brands to give us a brief for something that is a real problem. If we win the mandate, that is the actual campaign that sees the day of light. And, we want to pitch that. And that’s what has started happening in the last few years.”

PokerBaazi launches ‘Tu Poker Khelta Hai Kya?’ campaign with Shahid Kapoor

Moonshine also claimed that the GoDaddy webpage is offering for sale domain names similar to its own. It pointed out that GoDaddy is the same domain name registrar that registered its official domain name.

The campaign intricately highlights how every Indian possesses innate Poker skills that are part of their day-to-day interactions and can be leveraged to become a Poker player.

Leading auto battery brand Amaron’s creative business on pitch: Exclusive

Amara Raja Batteries, maker of Amaron, officially rebranded itself as Amara Raja Energy and Mobility Limited (ARE&M) in 2023, marking the culmination of a two-year journey aimed at transitioning from a battery manufacturer to a comprehensive solutions provider in the Energy and mobility sector.

Battery major Amaron’s creative account is up for grabs, as per sources. The incumbent ad agency is Ogilvy, which has been associated with the brand for over two decades.

BSC’s Dear Prachi ad: ASCI’s Manisha Kapoor says brands’ misteps in moment marketing giving advertising a bad name

While moment marketing seems very exciting for advertisers, Manisha Kapoor, CEO and secretary-general, highlighted that they often slip up because in their hurry to launch their ad to ride the wave, there is very little diligence. The usual protocols of approvals within an organisation may be overlooked in a race against time. “It may also be the case that companies who indulge in mindless moment marketing do not have enough checks and balances in their creative development or approval process,” she added.

Manisha Kapoor, secretary-general and CEO, ASCI, highlighted, “Many moment marketing ads have poor linkages with the larger brand strategy and approach.”

MAdtech Point: The truth behind the delay in the deprecation of cookies from Google

If the Privacy Sandbox from Google does not meet these two requirements, it has totally failed in offering an alternative in their own ecosystem, after they have deprecated the third-party cookies. (Representative Image: Vyshnavi Bisani via Unsplash)

Proper consent management, neutrality and transparency are the corner stones of the data privacy regulations across all the countries. This explains, why Google has not postponed the deprecation of trackers with the Android ecosystem and stuck to the timelines, as it is easy to implement this on mobile phones vis a vis a desktop browser.

Indian creativity going global?: A 2023 Coke Brazil campaign seems to be inspired by a 2019 Swiggy activation

Viewers were quick to draw comparison between Coca-Cola Brazil's Magic Audios campaign from 2023 with Swiggy's 2019 Voice of Hunger activation for a specific reason, as pointed out by one of the minds behind the campaign.

Coca-Cola and Ogilvy’s 2023 Magic Audios campaign for the Brazil market appeared again on social media recently, prompting Indian viewers to highlight the similarity between the Coke campaign and a Swiggy activation that was done five years ago by Dentsu Webchutney.