How it Works – Page 307

The big break-up: What happens when influencer couples split?

Signing individual contracts is one way to prevent heartbreak from breaking deals. (Representational image: Dollar Gill via Unsplash)

Influencer couples are a hot deal for brands, promising double engagement and reach. But when couples part ways do they have to kiss brands goodbye too?

Embedding your brand in the consumer’s memory

Unit case volume grew 2 percent for the quarter, primarily driven by growth in juice, value-added dairy and plantbased beverages and sparkling flavors. The growth was led by India and China.(Representational image: Monica Silva via Unsplash)

What marketing actions can enhance the probability of getting into the unconscious memory of consumers.

Why are next-gen ad executives not a part of Indian advertising clubs?

(Representational image via Unsplash)

Younger leaders say ad clubs in the country are not inclusive. But veterans running these organizations say the doors are always open and it’s real commitment to the cause that they seek in the next-gen.

EVolve 2022: Decoding the Indian EV consumer

India might have some catching-up to do with the rest of the world when it comes to EV adoption. But for reasons ranging from emotional to purely financial ones, the country is witnessing rapid adoption of what’s still a new technology with several impediments on the road to electrification. (Representational image via Unsplash)

When it comes to Indian consumers, utility trumps novelty. However, it’s not all number crunching and utilitarian logic, as far as the Indian EV buyer is concerned.

How will India’s first CWG medal in esports affect brands’ interest?

Indian DOTA 2 Team Winning Bronze Medal at Commonwealth Esports Championship 2022

The Indian DOTA 2 team’s bronze medal at the first-ever Commonwealth Esports Championship will attract more brands to esports

Engineering the viral: The science behind meme marketing

The post quickly went viral, with more than 273K views and 4.6K likes on X (Twitter). (Image source: News18)

Can viral memes be manufactured? Meme marketing companies would certainly say yes to that question.

How deep is your love for deepfakes? We ask marketers

Nasscom’s Generative AI Foundry programme is aimed at nurturing technology startups in the AI domain to elevate India's standing in the global Generative AI startup landscape. (Representative Image via Unsplash)

How AI-driven technologies like deepfake are being deployed in advertising campaigns and why some agencies and marketers are thrilled about it. But it’s tricky territory.

ASCI reports 385 Virtual Digital Asset ads with influencer disclosure violations; 296 Binomo ads needed modification

The top six violative categories included emerging sectors such as gaming and cryptocurrency. (Representative Image via Unsplash)

ASCI’s Sector Report Card shows that 48 percent of the ads that were processed were published digitally, and 29 percent of the complaints that were filed involved influencers.