Quantum Brief – Page 269 – storyboard18

How can we make sustainable travel mainstream?

Eighty-eight percent of Indian travellers surveyed said they would be more likely to choose a sustainable accommodation - whether they were looking specifically for one or not. (Representational image: Caroline Selfers via Unsplash)

It’s not just good intentions for future trips that are top of mind for travellers – many report already actively taking important steps to have a more positive impact during their recent travel.

Layer’r Shot debacle: Industry bodies should push for S&P compliance, in letter and spirit

Lapses of reason can happen even with the soundest systems and highest standards of rectitude. However, if, and when, they do happen, an opportunity to re-examine the standards and practices or S&P process presents itself. (Representational Image via Unsplash)

A S&P may provide a well-tested and reliable mechanism for keeping broadcast content in check, which is critical as brands are creating content at a furious pace.

Why agencies matter: Lessons from Layer’r deo ad disaster

Representative image via Unsplash

The campaign is a reflection of a new trend of advertising agencies being sidelined and creative process being taken for granted by an increasing number of advertisers. Also, brand experts call Adjavis Venture’s apology “a joke”.

Mast & Meh – The best and worst ads this week

A still from Apple’s ‘Data Auction’ ad.

Watch out for Storyboard18’s picks of the week’s best, bizarre and boring ads in Mast & Meh. Find out why they make the cut or get cut.

Repeat offender? ASCI pulls up offensive Layer’r Shot deo ad

Over the years, the deo brands have started taking baby steps away from their sexist ad legacies, to talk about equality and respect. (Representational image: Samantha Sophia via Unsplash)

But the ad has also opened a can of worms. This isn’t the first questionable ad created by the brand.

Licious goes for a brand refresh

As part of the brand refresh, Licious has picked up two “super-users” Ayushi Guha and Siddhartha Sanjay, who will appear on the new packaging along with the new logo.

Santosh Hegde, VP-Brands, Licious, on why the D2C company decided to get a new logo, continue to make their consumers their brand ambassadors, and more.

Is IndiGo trying to fix its brand image with feel-good viral stories?

Lufthansa and Etihad have taken down their adverts. However, Air France did not have a ‘substantive response’ to ASA’s investigation. (Representative Image via Unsplash)

It’s time for airline companies like IndiGo to work on fixing their customer service before brand image.

Why content around the sport has to be king

Representative Image via Unsplash

Sporting bodies need to start understanding the importance of content. They can start by going easy on YouTubers and content creators who use their footage in their content.

Deepening the sports-brands-fans connection

On the domestic front, Delhi-Ahmedabad and Mumbai-Ahmedabad are the top searched routes for October 13 and 14, the data noted. (Representative Image via Unsplash)

With the convergence of physical and digital in the world of sports and the growing popularity of hyper-reality experiences, it’s even more of a blast to be a sports fan, and, of course, a sports sponsor.

Is badminton still a hard sell in India?

Representative Image via Unsplash

Indian shuttlers are smashing it on international courts and building the sport’s value like never before. But most brands want to invest in events and short-term partnerships.