Category: How it Works

4-year-old docu on junk food and disparities between India and global markets gets attention online

The documentary deep dives into the fast-food industry chain speaking to chefs, store managers and the end consumers to understand how the industry works. (Representative image by Sofia Cangiano via Unsplash)

‘Global Junk Food’ is an hour-long video first released in 2018 focussing on how fast-food chains are operating across various parts of the world. The video is being shared again on social platforms.

The power of collaboration: How including media planning in briefs can improve RoI

Talented stated that the handbook is the result of months of research, thoughtful debate, and serious introspection among 30 plus members of Talented's founding team. (Representative image via Unsplash)

Without proper alignment between the creative campaign and media plan, the chances of failure are high. Traditionally, media planning and buying were relatively straightforward, but with the increase in segmented media, it is no longer the case.​

Marketing Mocktail: Brand as a person – brand anatomy explained

People relate to brands in the same way they relate to other people, in terms of their connections and relationships with brands. (Representative Image: Karla Hernandez via Unsplash)

The ‘Human Analogy Canvas’ articulates the key components of a brand’s anatomy in relation to a human being to make it simple, succinct and cohesive.

Beware of finfluencers: FM Nirmala Sitharaman warns about finfluencers and Ponzi schemes, urges consumers to be wary

In the letter, Chandra alleged that hasty steps are being taken in the merger process and the SEBI investigations do not bother him as much as the timing of the new notice. (Image via Twitter)

FM Nirmala Sitharaman on Sunday, spoke about Ponzi schemes and influencers and how consumers should be wary of both.

Indian content creators seek accreditation from government for improved industry ecosystem

Gen Z segment has a distinct aesthetic that impacts their brand choices, which have been driving fashion trends – crop tops, ribbed dresses, chunky sneakers, and baggy jeans. (Representational image by Laura Chouette via Unsplash

Gambling and betting ads and promotions and using children in content creation are areas of influencer marketing under the Government’s scanner.

Weekly Shorts: Four ways to market books through #Bookstagram

Book influencer marketing is not a new concept. Publishers have been collaborating with book bloggers to promote their books for a long time. However, promoting a book through traditional advertising methods like press releases, author signing events, and library readings, can be exhausting and time-consuming. Plus, readers are not really hanging out in a library these days. They search social media to find books they can add to their to-be-read list. (Representative Image: Shiromani Kant 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.

Unbundling of TV and Digital media rights for Team India’s bilateral series to impact AdEx and brand communications

As per a recent GroupM report, cricket saw a growth of 44 per cent in terms of sponsorship, endorsement, and ad expenditure. The same report says sponsorship spends (ground, team and franchise), cricket delivered 75 per cent of all sports, whereas the corresponding number for endorsement was 85 per cent. (Representative Image: Mudassir Ali via Unsplash)

The move has been met with mixed reactions from media buyers, with some predicting an increase in advertising revenues due to greater competition, while others suggest the need for new strategies to leverage the unique features of digital platforms.

Influencers dumping brands: Should marketers be worried about ‘deinfluencing’?

“Deinfluencing” could be considered another form of “influencing”, based on the foundation of authenticity and transparency. It gives content creators the opportunity to recommend products that they enjoyed using, which are also easily accessible to larger population.

Deinfluencing could be considered another form of “influencing”, based on the foundation of authenticity and transparency. But what can brands do when they get dumped?