Category: How it Works

Health and wellness influencers under scanner; Govt to release special guidelines

Byju’s wanted to exit its jersey sponsorship deal with the BCCI in December 2022. In the past, the ed-tech company spent millions of dollars on marketing and advertising. (Representational image by Christian Lendi via Unsplash)

Various ministries and authorities are working together to introduce special guidelines for finance (finfluencers), health and wellness influencers.

Shubman Gill emerges as most likeable cricketer: Hansa research

Ceat is the flagship company of the RPG Group. It sells tyres for two-wheelers as well as passenger and commercial vehicles, among others (Image sourced via Twitter - @IPL)

Some of the key factors that played a pivotal role leading to the ‘likeability’ spike include: consistency in performance, providing joy and entertainment to viewers, risk-taking ability among others.

Portfolio Night: What impressed ad gurus?

Jury members felt that this year’s crowd was talented for sure but what genuinely stood out was the hunger to achieve something, the hunger to learn more.

At Portfolio Night, organised by The One Club and co-hosted by BBDO India, DDB Mudra Group and TBWA\India, judges tell Storyboard18 that talent was there for sure, but it was the energy and positivity that swung it for most people.

Bang In The Middle’s Prathap Suthan: When we Cannes, we must

June is a month when the Oscar's of advertising is held. In this fun piece, Prathap Suthan, CCO, Bang In The Middle, takes our readers through what really happens in agencies across the world. (Representative image:  Park Troopers via Unsplash)

Here’s a cheeky take on the month of June, when the global advertising industry unveils its benevolence, by Prathap Suthan, CCO, Bang In The Middle.

High and dry: Why do creative agencies struggle to get competitive fees?

Creative shops thrive on project-based work. If the work is digital-focused, performance-linked fees are also added to the contracts. This model works well for indie shops because their ambitions are different. (Representative image: Ankush Minda via Unsplash)

Broken fee models, competition from ad startups and increasing pressure from clients to maintain contract exclusivity is impacting the ad business. Storyboard18 explains why.

Boutique creative agencies dominate gaming ads as big players take a backseat

According to brands working with these boutique creative and ad agencies, they offer distinct advantages, including quick turn-around time, focus on niche verticals, tailored services and of course minimal processes. (Stills from ads)

Gaming companies turn to boutique ad agencies for specialized campaigns, leveraging the advantages of quick turn-around time, tailored services, and cost efficiency.

Weekly Shorts: Five ways for long lasting influencer relationships

By becoming "the one" for our customers, we create a foundation for a healthy, long-term relationship, which significantly boosts customer lifetime value. (Representative Image: Nick Fewings 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.

Zomato withdraws “Kachra” campaign after being called out by netizens

The ad campaign was criticised for being tone deaf towards marginalised castes. It also attracted flak from National film award winner film director Neeraj Ghaywan who called the Zomato ad "repulisve and casteist".

Zomato came out with a World Environment Day campaign which netizens found casteist thus calling into question at what length can brands go to for performative action.