How it Works – Page 249

Marketing Mocktail: If you rest, you rust – Brand Refreshment explained

The representation of female HODs (head of departments) in Hindi content remained at a stagnant 17 percent, making it the only language with double-digit female HOD representation. (Representative Image: Ross Findon via Unsplash)

The column touches upon the reasons why a brand should refresh itself and the steps involved in refreshing it.

Offshore betting firms flood Indian media with illegal ads ft. Bollywood stars, sports legends

For quite some time now, companies like 1XBet, DafaBet, Fairplay, Parimatch, and Betway have been ramping up their advertising efforts in India, coinciding with the action-packed events like Indian Premier League cricket season, World Cup and others. In fact, they have been using the GST chaos for moment marketing purposes as well. Platforms like Fairplay have been using influencers to promote features such as '24X7 winning withdrawal, no GST, and referral code bonuses’.

Companies like 1XBet, DafaBet, Fairplay, Parimatch, and Betway are ramping up their advertising efforts in India, coinciding with the action-packed Indian Premier League cricket season.

Time to make influencer eco system culpable for misleading promotions

This strategic lays the foundation for Efficacy Worldwide's future operations in South Asian markets and the Middle East. (Representative Image: Kyle Glenn via Unsplash)

The World Startup Convention episode puts the onus on influencer marketing agencies and the influencers themselves to check the authenticity of the products, brands and services they endorse.

IPL 2023 opening match on Disney Star sees sharp drop in TV ratings: Is the popularity of IPL on TV declining?

The highly anticipated opening match between Chennai Super Kings and Gujarat Titans failed to impress the audience, with a meager 22 percent reach [BARC, 2+ (Urban + Rural)] as reported by BARC. This marks a notable decrease from the reach recorded during the previous two editions of the IPL, which stood at 23.1 per cent and 18.3 percent respectively. (Image Source: Twitter handle of Indian Premier League - @IPL)

IPL’s opening match drop in ratings looks like a repeat of last year’s story.

Weekly Shorts: How momfluencers can garner positive engagements for brands

Working with the right mom influencers is important to convey the right brand message while creating positive associations for the products. Many mom influencers try to be perfect and forget to connect with their audience, which negatively impacts people's mental health. (Representative Image: Jon Tyson 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.

Gaming companies ride cricket frenzy with huge marketing spends this IPL season

IPL has seen campaigns galore this season. Everyone from Dream11, which onboarded actors Aamir Khan, R Madhavan, and Sharman Joshi as ambassadors, to cricketer Deepak Chahar’s new fantasy game platform TFG (Trade Fantasy Game) and many others have IPL campaigns this season. (Representatuve Image: Sam Pak via Unsplash)

Gaming and e-sports firms are estimated to spend almost Rs 2,000 crore during this Indian Premier League season as they look to tap into the franchisee’s massive audience reach.

Ministry of I&B issues warning against advertisements of betting and gambling platforms

While the celebrities and influencers endorsing the app are not directly violating any codified law, they are in violation of the directions of the Central Government since the app is banned and any promotions of it are illegal.

The Advisory has been issued to all media formats, including newspapers, television channels, and online news publishers, and showed specific examples where such advertisements have appeared in the media in recent times.

Fantasy sports revenue to touch Rs 3100 Cr during IPL 2023: Redseer report

Most platforms have increased their marketing efforts before the IPL season to acquire and convert more users on the platforms.The report also stated that the average spends per user are expected to grow by 5-10 percent from Rs 410 per user in IPL 2022 to Rs 440 per user in IPL 2023. (Representative Image: Milos Tomasevic via Unsplash)

Redseer estimates that the gross gaming revenue of fantasy sports during IPL is expected to grow by ~30-35 percent to reach Rs 2,900 to 3,100 cr in 2023.

#TBH: Why are ad agencies pivoting from ad-making to business problem-solving?

EBIT margins for TCS is expected to improve by 40bp QoQ, largely due to investment made in talent development and training, operational efficiency and absence of wage hikes. HCLT’s margins may rise ~50bp due to operating leverage and a strong software quarter, despite a wage hike impact and furloughs. For Infosys, it is anticipated that margins will decline by 30bp owing to furloughs and lower working days, offset by pricing gains, subcontractor cost optimization, and Project Maximus.

Tech disruptions and startup ecosystems are making agencies work harder to address real business issues rather than just dealing with an ad or campaign.

DD Free Dish: Understanding the surge in its popularity

During January-June 2024, a total of more than 3,300 brands were present on TV and 5 out of the top 10 brands were from Reckitt and 4 were from HUL, according to TAM data.

DD Free Dish has become increasingly popular due to its ability to reach a vast rural population. Prasar Bharati’s revenue from MPEG-2 slots increased by 66 percent to Rs 1071 crore.