Category: Special Coverage

Beyond the jingle: How sound is shaping the future of brands

Whatever positions the two sides take, the one startling finding for me was that a marketing priority is getting into the memory structure of consumers rather than spending hard to persuade consumers, writes Kiran Khalap – Co-founder & MD , chlorophyll.

Tik Tok, Spotify, online concerts, anthems on digital media…’sonic branding’ need not be restricted to a signature sound: any expression that can beguile the ear and is linked to the core of the brand will achieve the objectives, writes Kiran Khalap – Co-founder & MD , chlorophyll.

We don’t go crazy with the idea of buying highly-expensive World Cup inventory: WakefitCo’s co-founder

While marquee properties remain relevant, they're too expensive, and there's a cramped share of voice fight in that period; it's hard to capture the attention and the mindshare of the consumer, says Ramalingegowda.

The Co-founder, Chaitanya Ramalingegowda, shares how the home solution D2C player, that became profitable last fiscal, is looking at 30% revenue growth in the current fiscal (FY25) while taking its offline stores count to 100 and expanding to over 30 cities.

EXCLUSIVE: MIB to form core committee to address issues with ‘self-declaration certificate’ mechanism

Ministry, while addressing the issues and softening its stance on the matter, noted that it wants to work towards rectifying the regulation-thus making it simpler for the industry and limiting the scope to the food and health sector. (Image source: Unsplash)

In its meeting with the industry stakeholders including Meta, Google, ISA, DNPA, and others on June 25, the Ministry of Information and Broadcasting also acknowledged the suggestion to limit the mandate to the food and health sectors only. MIB is to submit its affidavit to the Supreme Court on July 9th and a core committee will enable a fair and diverse representation.

OTT and TV audiences: One measurement system, one currency or multiple currencies? | Interpublic to sell digital marketing agency R/GA to TCS: Report

The committee invited three industry organizations: the Central Board of Film Certification (CBFC), the Indian Motion Picture Producers' Association (IMPPA), and the Motion Picture Association (MPA).

Storyboard18 brings you top five news updates from the world of advertising, marketing and business of brands.

OTT and TV audiences: One measurement system, one currency or multiple currencies?

The committee invited three industry organizations: the Central Board of Film Certification (CBFC), the Indian Motion Picture Producers' Association (IMPPA), and the Motion Picture Association (MPA).

In its recent recommendations on NBP, TRAI batted for multiple rating agencies for audience measurement across platforms including disclosure of viewership data by OTT. Advertisers and stakeholders, however, say ‘it is economically not feasible’ and recommend enhancing the existing mechanism.

Agencies launch AI tools to help advertisers navigate ‘self-declaration certificate’ mechanism

The survey reveals that Indian businesses are optimistic about the future, especially with the advent of generative AI (GenAI). (Photo: Unsplash)

In response to advertisers raising concerns about uploading multiple SDCs on daily basis, industry has come up with AI-based offerings to help advertisers navigate this transition. Not only these tools reduce the time spent on uploading SDC, but also drive efficiency, and ensure regulatory checks.

The science of connection: How emotional intelligence boosts brand performance

Most enterprises retain focus on the price, features and other transactional aspects of products, overlooking the fact that 95% of consumers base buying decisions on emotions, not logic, writes Anirban Banerjee, Senior Vice President & SBU Head (batteries and flashlights), Eveready Industries India Ltd.

EQ is not merely about striking an emotional chord with customers or resolving pain points. Rather, it entails going much deeper to earn the trust and confidence of users at a subliminal level, writes Anirban Banerjee, Senior Vice President & SBU Head (batteries and flashlights), Eveready Industries India Ltd.

BREAKING: MIB prohibits private channels from subleasing uplinking/downlinking permissions

The ministry stated that it has received concerns from Honorable Members of Parliament, statutory organizations, and public grievances regarding content on OTT platforms.

At the beginning of this month, the Ministry of Information and Broadcasting issued an advisory to all private Satellite TV channel broadcasters and operators to refrain from unfair practice of multiple uplinking of the permitted channels on multiple frequencies without the approval of the Ministry. However, some channels were seen floundering the norms.