How it Works – Page 245

Marketing Mocktail: Friends, family and lovers-brand-user relationships explained

When consumers emotionally connect with a brand, it is based on a chemistry or vibe and not a SWOT analysis of the brand. (Representative Image: Edu Lauton via Unsplash)

The emotional connection of a brand can be assessed based on what type of relationship your consumers have with your brand.

Goafest 2023: India’s premier Ad fest kicks off with a bang

Speaking at the Goafest 2023 curtain raiser, Prasanth Kumar, president, Advertising Agencies Association of India and CEO, South Asia GroupM said, “Goafest is known to unite India and South Asia’s creative economy. When we began working on curating Goafest 2023, we were certain that we wanted to present to the industry creativity in a new avatar and our theme is exactly in line with this."

Goafest 2023 kicked off with a curtain raiser where the theme – The Future of Creativity, was unveiled.

Weekly Shorts: How brands can tune to ASMR for campaigns

The younger generations tune into ASMR content for entertainment and relaxation from their fast-paced lifestyle. They also use it as a therapy to calm anxiety, especially when the 2020 Covid-19 pandemic increased mental health issues by 25 percent globally. ASMR content provides a sense of calmness and relaxes the nerves giving a similar feeling you get from meditation. (Representative Image: Israel Palacio via Unsplash)

What’s buzzing in influencer marketing and the creator ecosystem? What’s the next big thing coming down the line? Catch the big trends and hot topics in our weekly shorts.

Online gaming expected to grow to reach Rs 231 billion by 2025-FICCI-EY

Nazara is aiming to identify opportunities within the gaming, esports and adtech arenas internationally particularly with a focus on established gaming IP’s/studios, those advancing in technologies like web3, Virtual Reality, and AI.

Drivers for this growth include, access to high-speed internet in India’s Tier-II,III and rural areas and clarity on the new IT rules enabling compliance and building gamers’ trust4

IPL 16 witnesses 36% surge in celebrity-endorsed ads compared to previous season: TAM

According to a recent TAM report, film actors dominate the celebrity endorsed ads market with a share of 52 percent. (Still from an ad)

During the first 29 matches of IPL 16, Bollywood actor Aamir Khan had the highest share of ad volumes at 10 percent followed by Ranveer Singh at seven percent.

IPL 2023: Digital viewership leap and wider reach, sees new advertisers enter the pitch

Currently, the brand is present across 120+ cities in India..(Image source: @IPL via X)

Media planners indicate that the league has seen an influx of smaller advertisers and first-time IPL advertisers due to digital viewership surge.

Kantar-Google report: 1 in 2 Indian languages internet users are consumers of news in India

The report also said that there are around 153 million active online news consumers in Indian languages, who consciously access news through various sources such as news apps, websites, and YouTube. Among these, the majority are rural users, constituting 59 percent (91 million) while urban users constitute 41percent (62 million). (Representative Image: Lucas Hoang via Unsplash)

There are 153 million active online news consumers in Indian languages, 59 percent of which are rural users.

IPL 2023 is breaking records and stumps, keeping agencies and brands hooked

Avon is aiming to align with the ethos of promoting an active and healthy lifestyle, encouraging the building blocks, the youth, to not only embrace the sport but embody the true values of sportsmanship in daily life. (Pictured - Arshdeep Singh. Image Source: BCCI)

From creating 15-seconders to working with brand new IPL advertisers, ad agencies have been on their toes during IPL 2023.

Active internet users to reach 900 mn by 2025: Report

These findings come on the heels of HCLTech's strategic brand transformation efforts initiated 15 months ago. (Representative image by Kelvin Han via Unsplash)

A joint report released by Internet and Mobile Association of India (IAMAI) and Kantar, states that the current 759 mn ‘active’ internet users in India for 2022 is expected to touch 900 mn by 2025.

Global market witnesses entry of 1 billion new online shoppers strengthening digital commerce: Accenture study

Millennials, Gen Z and Gen Alpha consumers are emerging over the next decade in eight fast-growing countries signaling a need for companies to reinvent their digital commerce strategies