Category: How it Works

JioCinema to grab two-thirds of total IPL AdEx this season

According to BCCI (Board of Control for Cricket in India) sponsorship guidelines, highest bid submitted by the parties are subject to Tata Sons Private Limited exercising its ‘Right to Match’, wherein BCCI is required to notify Tata of the highest bid amount (highest bid) received for the Title Sponsorship Rights. (Image source: Twitter - @IPL)

This season, the number of sponsors during IPL’s digital streaming has reached 26, which is the highest ever for any sporting tournament.

Brands in the news for their trade secrets

Whenever a big company’s trade secret is exposed, the company’s brand image is on the line. So are the profits. Conspiracy theorists claim that it could be a profit-making marketing scheme for the companies as well. (Left image by @TrungTPhan via Twitter, right image by Abenteuer Albanien via Unsplash)

Whenever a big company’s trade secret is exposed, the company’s brand image is on the line. Critics feel trade secrets and conspiracies are nothing but marketing schemes by brands.

Why is there a sudden rise in scam messages in agency business

78% of Indians are more concerned about online shopping scams this festive season than they were a year ago, particularly due to the rise in deepfake scams

Scamsters posing as advertising or digital marketing agency representatives have seen a constant rise. They often pose as representatives from agency’s HR teams making job offers and extracting information. Storyboard18 decodes the scam and measures to prevent it.

Goafest 2023: AAAI vows to make Goafest, Abby’s relevant for younger adlanders

Ajay Kakar feels that over the years Abbys has also become a testing ground for international award success because entries that win Abby tend to do well globally as well. (Representative Image: Calvin Craig via Unsplash)

AAAI is looking to engage the new gen and younger advertising executives by hosting discussions on the future of creativity.

Marketing Mocktail: Sight to Insight – consumer insights explained

An insight is like “When you open the fridge, and the light comes on." (Representative Image: Annie Spratt via Unsplash)

If brand marketing is the business of ideas, then consumer insights are the illuminating force behind them. Unfortunately, marketers use the word ‘insight’ loosely. Everything from data to research findings to general observations are termed as insights.

Simply Speaking: Velvet rope – the tightrope between longing and belonging

To make bonds, connections and emotive associations is the nature of social man but all the while he craves the halo of singularity. Indeed, we are unified in our hunger for exclusivity. (Image: Andrik Langfield via Unsplash)

Broadly the quest for status via consumption is an intended outcome of prestige brand consumption. It signals that we have access, to something exciting, enriching and more fun.

Goafest 2023: Is AI friend or foe? Microsoft’s Amrita Thapar and Agnello Dias dispel myths

Amrita Thapar, chief marketing officer of Microsoft India and advertising expert and veteran Agnello Dias, shared their views on what is arguably the hottest trend and most talked about technology this year. So far, at least. (From left to right: Amrita Thapar, Anuradha SenGupta and Agnello Dias)

Artificial Intelligence takes centre stage during a discussion at the curtain raiser of Goafest 2023. Here are the key takeaways.

How IPL 2023 became a thriving democracy of brands

Each proposition being unveiled this year has been carefully curated to enhance the brand’s proposition and increase the potential of scale and targeting possibilities they can extract on digital. (Image sourced via Twitter - @IPL)

It wouldn’t be surprising if Digital becomes the mother play of it all, and television regresses into the status of a niche-play. In the bargain every brand can advertise.