Category: How it Works

Govt directs ad agencies to ensure strict compliance of guidelines on surrogate advertisements

98% of these processed ads required modification to align with regulatory standards. Over the last three years, ASCI has also reported 1085 cases of advertisements that were in direct violation of law to both central and state regulators. 765 of these were illegal betting ads and 320 were direct liquor advertising.

The directions come in the wake of surrogate ads being noticed in the recent sports events that were televised globally.

Simply Speaking: Emotion as a marketing lever – you can’t wish it to happen!

It is fundamentally important that we aim at emotional responses geared to build habit rather than love. (Representational image: Nihal Demirci Erenay via Unsplash)

Whether the Barcelona football club, Elvis Presley or Laphroaig single malt, brands can provoke emotions up to the levels of frenzy, devotion or ecstasy.

How the Indian gaming industry is gearing up to cross $7 bn revenue by 2025

In less than two years of launching it in the country, BGMI claimed to have clocked over 100 million cumulative users shortly after a year of its launch. (Representative Image: ELLA DON via Unsplash)

Led by subscriptions, micropayments and ad revenues, gaming companies are looking at monetization more seriously

Decoding the new dress code at the workplace 

Recently for a client meeting, Singh deliberately chose to wear a shirt of the brand's colour. The client took notice and appreciated the detail, she writes; "it was my way of sending a soft signal of our understanding of their brand." (Representational image: Kristina Petrick via Unsplash)

What you wear sends nonverbal cues to people, writes Josh’s chief Rubeena Singh as she breaks down how office attire has evolved in the post-pandemic era. 

How can India Inc. drive mental health conversations

Mental health is still a taboo subject that makes people sweep the issue under the carpet and suffer in silence instead of speaking out and seeking help, mental health poses several challenges. (Representational image: Tim Mossholder via Unsplash)

Corporate India can play an important role in alleviating the country’s burgeoning mental health crisis.