Category: Advertising

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.

Pallavi Chakravarti, Raj Kamble and Mayuri Nikumbh appointed as Jury Chairs for Abby Awards 2024

Pallavi Chakravarti has served on many juries over the years – at Cannes Lions, Dubai Lynx, New York Festival, Global Awards, Gerety Awards, Kyoorius Awards and the Abbys, across categories like Film, Outdoor, Direct, Radio and Integrated Advertising; Raj Kamble has over 150 awards to his name including several Cannes and One Show gold’s; Mayuri Nikumbh has been on the jury panel for Spikes Asia awards, Kyoorius Design Awards as well as all major local festivals. She will also be at Cannes this year as a part of the Design Lions jury.

Pallavi Chakravarti, Founder and CCO of Fundamental, Raj Kamble, Founder & CCO of Famous Innovations and Mayuri Nikumbh, Head of Design at Conran Design, join as Jury Chair for Diversity, Equality and Inclusion category, Out of Home and Ambient category, and Design Category respectively.

Stoxkart unveils new campaign for trading aficionados

Pranay Aggarwal, CEO and Director of StoxKart, shared his insights into the launch, emphasizing the app's three key pillars: 'Zero Brokerage', 'Easy Funds Transfer', and 'One-click Order'. Commenting on the journey he remarked, “our product is backed by decades of expertise, and this launch campaign succinctly showcases StoxKart's specialties while infusing creativity and wit into the messaging.”

Central to the campaign narrative is a problem-solution storyline where the protagonist grapples with the complexities of online trading until his alter ego swoops in with the ultimate solution.

Bombay Shaving Company’s ‘opportunistic’, ‘desperate’, ‘laughable’ Dear-Prachi ad slammed by internet users

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.

Internet users and marketing experts slam Bombay Shaving Company’s ‘Dear Prachi’ ad for its ‘desperate’ and ‘laughable’ attempt to ride on Prachi Nigam’s story of being bullied online.

Tata Mutual Fund launches ‘Index Funds Simple Hai’ campaign

Featuring a series of 9 videos, the campaign utilizes a creative approach, using cricket analogies, visuals of day-to-day activities like making noodles or smoothie, and humorous content to highlight the message of simplicity associated with Index Funds.

Through this campaign, Tata Mutual Fund encourages new-to-market retail investors, typically Gen-Z and Millennials, to invest in index fund.

Colgate-Palmolive launches “Indian Sweets League” campaign

The campaign encourages viewers to take a 'strategic timeout' every night to brush their teeth, thus ensuring a winning smile.

With cricketers Suresh Raina and Zaheer Khan leading the charge, “Indian Sweets League” takes forward the narrative of encouraging consumers to adhere to the crucial practice of brushing teeth before bedtime after indulging in sweet delights.