Brand Marketing – Page 113

Brand Breakthroughs: Infosys global CMO Sumit Virmani on ‘The Anatomy of Brand Trust’

Prashant Puri, CEO & co-founder of AdLift, acknowledges the issue, stating, "Fake reviews are a disaster waiting to happen. Both Google Play and the App Store rely on user engagement signals like ratings, reviews, downloads, and retention to rank apps. A sudden surge of five-star reviews can push an app higher, but if not backed by real engagement, the boost is temporary. Google and Apple’s detection systems aren’t perfect, but they are improving, and manipulated reviews eventually get flagged." (Representative Image: Bernard Hermant via Unsplash)

The insight is telling – if we can evolve our customers from wondering if the brand will make good on its promise to simply take it for granted, purchases will start to become a habit – a matter of brand trust – rather than a go/no-go decision every time, writes Sumit Virmani, global chief marketing officer, Infosys, in an exclusive column for Storyboard18.

Zomato trolls ‘poli-greetings’ for its Birthday ad; Food delivery major gets the people’s vote

The pursuit of virality and moment-driven marketing has resulted in great successes but also many flops. This one, it seems, gets the people's vote.

The latest print ad takes inspiration from birthday/celebratory announcements on hoardings that we see around Indian cities usually put out by political parties, politically-inclined individuals or other government-related officials.

Supreme Court orders Mercedes-Benz India to pay Rs 36 lakh for defective car

During the 2024 earnings, Mercedes-Benz's earnings slumped by 30 percent and its car division saw a decline of 40 percent

Since the car was bought in 2006 and Controls and Switchgear Company has used it for 17 years, the court directed Mercedes to refund Rs 36 lakh (the original purchase price)

House of Biryan secures $2 million in funding for expansion

In December 2023, online food delivery platform Swiggy said that its customers ordered an average of 2.5 biryanis every second during the year. (Representative Image: Raman via Unsplash)

House of Biriyan currently makes an annual operating loss of 2% and hopes to become profitable before year-end,

Cadbury, Unilever, Mindshare top SMARTIES Business Impact Index India, APAC & Global

Mindshare Worldwide, Unilever, and Leo Burnett secured the top spots across various categories. Globally, Unilever, Mondelēz International, and PepsiCo led the pack of top advertisers, while Mindshare Worldwide, Dentsu International, and Leo Burnett stood out as top agency networks. (Image source: LinkedIn and Facebook)

As per SMARTIES Business Impact Index (BII) 2023, Mondelēz International, Unilever, and Alphabet have been recognized as the top advertisers.

HMD enters into a long term partnership with cricketer Jemimah Rodrigues

Jemimah Rodrigues stated, “In a world where athletes like us are expected to be like machines, here is a technology brand that wants us to be human. I am really excited to be with Human Mobile Devices.”

This collaboration marks an opportunity for HMD to connect with a young, tech-savvy audience in India.

Hyundai Motor India Foundation onboards 20 para athletes under the ‘Samarth Para-Sports Programme’

The ‘Samarth Para-Sports Programme’ is designed to offer structured support to para-athletes, including financial aid, expert sports science guidance, access to assistive devices, soft skill development assistance and mentorship from renowned coaches and experts to the selected 20 para-athletes, stated the company.

The program has identified athletes across eight key sports categories: Para-Athletics, Para-Swimming, Para-Badminton, Wheelchair Tennis, Para-Archery, Para-Rowing, Para-Canoeing, and Para-Cycling. The para athletes will receive the resources and mentorship needed to excel at a global level.

Anjana Ghosh’s Scale Sherpas to support startups and MSMEs

Market research firm Kantar found that regional brands, which constitute 70 percent of the FMCG business in the food and beverage category, grew at 13 percent in the year ending April 2023, outpacing the nine percent growth of national brands.

This model allows brands to benefit from reduced freight costs and provides the flexibility to send small loads to newer markets. This is currently available in 41 top cities & towns with population of over 10 lakhs.

Audible launches first-ever global brand marketing campaign

The campaign by Audible is expressed in its Indian tagline, “Sunne Se Badhegi Soch”

The brand execution explores how listening to Audible immerses us all in extraordinary worlds, changes our mood, perceptions, views– all while engaging in routine daily activities, stated the company.

Micro vs Macro influencers – what works best for your brand

Studies suggest that micro influencers maintain higher engagement rates compared to their macro counterparts. This is largely due to their perceived authenticity and closer relationships with their audience. In the context of the Indian market, where diverse languages and cultures coexist, micro influencers can engage deeply with specific communities or interest groups, making them invaluable for brands that aim for a focused impact. (Representative image via Unsplash)

As stated by Rubeena Singh, country manager India & MENA, AnyMind Group, choosing between micro and macro influencers should not be an either/or proposition but a strategic decision based on the specific goals, budget, and target audience of a campaign.