Category: Brand Marketing

Simply Speaking Shorts #6: The “—er positioning” – Logic loses to Magic

Your brand possesses only comparative value, rather than having its own inherent value, writes Shubhranshu Singh. (Image Source: Unsplash)

In this week’s Simply Speaking column, Shubhranshu Singh highlights that successful marketing isn’t about optimizing efficiency but about understanding human perception, emotion, and irrationality.

App stores, brands, influencers and fake reviews: AI-generated ratings and fake reviews on app stores are cause for concern

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)

Calling out the fake reviews, Zerodha’s Nithin Kamath said, “I wonder how many Google India Play Store and Apple App Store reviews are genuine. I was going through Zerodha’s reviews and compared them with those of other financial services apps in India. Most of the 5-star reviews seem fake — many even read like AI-generated content.”

Ranveer Allahbadia row: Are AI or virtual influencers the answer to avoiding scandals and controversies?

Amid Ranveer Allahbadia's controversy, can virtual influencers become the new face of marketing for brands? (From left to right: Kyla (virtual influencer), Ranveer Allahbadia, Naina Avtr (virtual influencer))

Brands could increasingly swap scandal-prone humans for AI influencers who never mess up, demand pay raises, or tweet something regrettable at 3 a.m.

IOC announces TCL as Worldwide Olympic partner through to 2032

TCL will also support the “Athlete Moments” initiative at the Olympic Games, which allows athletes to connect with loved ones around the world immediately after their competition.

TCL products will drive new experiences for fans and athletes, from digital displays at the Olympic and Paralympic to household appliances in the Olympic Village.

FCB Kinnect wins full-funnel creative mandate for Prega News

The agency will oversee end-to-end brand communication, spanning creative, digital, influencer marketing, production, and SEO. As the brand expands into expert pregnancy care solutions, its partnership with FCB Kinnect aims to further solidify its position as the go-to choice for millions of women on their journey to motherhood.

Leveraging its integrated approach, FCB Kinnect, alongside its sister agency FCB/SIX India, will develop idea-driven, culturally relevant campaigns to strengthen Prega News’ brand affinity and drive business growth.