Interviews – storyboard18

‘Great creativity alone won’t drive sales’, says Lim Seob Chung of Cheil SWA

The agency also secured the mandate for Luminous, helping the brand expand its solar portfolio.

Chung pointed out a growing challenge for brands—disruptions in the bottom half of the marketing funnel.

Minimalist’s Mohit Yadav on challenging misinformation and not relying on flashy ads

Instead of chasing trends or relying on flashy ads, our marketing initiatives are rooted in science-backed information, transparency, and real consumer experiences, says Mohit Yadav, Co-Founder and CEO of Minimalist.

What’s next for Minimalist? With a fiercely loyal customer base, the inevitable question looms – Will the brand’s identity and quality evolve or perhaps even transform under HUL’s guidance?

OOH industry to clock Rs 5,500 crore AdEx in 2025: Praveen Vadhera, CEO of IOAA

Multiple media agencies including GroupM, Publicis, Madison and IPG are testing RoadStar- a measurement system addressing the lack of a standardized currency in the OOH industry.

IOAA will complete census of hoardings across the country in next six months and will circulate the list with stakeholders.

2025: Building Learning Organisations, emerging brands, India stack and more…’ says Unny Radhakrishnan, Digitas India

"AI-assisted tools help create targeted content for micro-audiences, improving customer engagement and driving purchases. AI also enables personalised ad messages and visuals tailored to individual consumers at scale, improving advertising relevance," stated Unny Radhakrishnan, CEO, Digitas India.

Unny Radhakrishnan, CEO, Digitas India, on how 2025 will see new brands enter the market across categories and price points and building a learning organisation.

2025 – The Year Of…: AI-driven features making OTT platforms more inclusive, says ZEE5’s Manish Kalra

Manish Kalra, CBO, ZEE5

“AI has a multifaceted role in content creation and enhancing overall user experience. It helps us gain insights into the viewing patterns and habits of the audience and hence facilitating personalized content recommendations,” says Manish Kalra, CBO, ZEE5.

2025 – The Year Of.. : Advocating for regulatory changes in private radio industry, says Nisha Narayanan of Red FM

"Regional and cultural narratives are resonating deeply with audiences, and 2025 will demand an even sharper focus on capturing these stories authentically," says Nisha Narayanan, COO & Director, Red FM & Magic FM.

Looking forward to 2025, Narayanan, COO & Director, Red FM & Magic FM, shares major plans for the company and trends that will change the course of the radio industry.

2025 – The Year Of…: Strategic pricing, agility, and cost optimization, says Castrol MD Kedar Lele

Kedar Lele, Managing Director – Castrol India Limited

In 2024, brand and marketing initiatives took centre stage, highlighted by Castrol’s association with Shah Rukh Khan as its brand ambassador.

Axis Max Life’s Prashant Tripathy on expansion into rural India and rebranding with Axis Bank

Beyond investments, we’re working toward carbon neutrality by 2028, driving diversity with 28% women in our workforce, and targeting inclusive leadership across the organization, says says Prashant Tripathy, Managing Director and Chief Executive Officer, Axis Max Life Insurance.

“Tier 3 and beyond cities account for 43% of our policies. We’re expanding systematically by entering new cities and leveraging digital channels,” says Prashant Tripathy, Managing Director and Chief Executive Officer, Axis Max Life Insurance.

Axis Max Life’s Rahul Talwar on how AI, virtual influencers and social commerce are reshaping insurance

Rahul Talwar, Executive Vice President and Chief Marketing Officer, Axis Max Life Insurance (erstwhile Max Life Insurance)

Virtual influencers aka digital personalities, created through CGI, offer a unique opportunity to connect with audiences on a personal level, unconstrained by the limitations of traditional influencers, says Rahul Talwar, EVP and CMO, Axis Max Life Insurance.

Airtel Payments Bank to increase marketing spends by 25-30 percent in the new year

"While we are looking at a substantial rise in our marketing budget, I’m unable to disclose the exact amount we’ve spent this year"

Almost 60 percent of total marketing spending is on digital media for Airtel Payments Bank which defines its target audience as “frequent digital transactors”.