Month: December 2022

New epicenters of influence are growing: Asmita Dubey, L’Oreal global marketing chief

"The future of beauty is diverse and inclusive and it is sustainable, committed and generous. The future of beauty will be fueled by innovation. It will be nurtured by science. It will be powered by tech. And what we are doing is shaping that future with science, technology and creativity," says Asmita Dubey.

L’Oreal’s global chief digital and marketing officer Asmita Dubey on pioneering beauty tech, ‘radical inclusivity, conversational commerce, Web3 and women in gaming.

Why is Max Life Insurance leveraging Rohit Sharma as a family man for its advertising?

This is particularly critical in a category where fear tends to be the go-to strategy for communication. But things are changing. Max Life Insurance majority TG are millennials who wish to make informed insurance choices. They are looking for awareness heavy content and flexibility in insurance products. Cricket players like Sharma therefore make for a reliable choice. The company is also consciously creating communication which does not alienate women in the decision making of buying insurance as more women millennials come in working fore.(Still from the ad)

The insurance firm switched from sports sponsorship to working with endorser Rohit Sharma and wife Ritika Sajdeh and leveraging their family image in its ads.

Simply Speaking: The rise and fall of Kodak

In 1996, Kodak was ranked as one of the four most valuable brands in the world behind Disney, Coca-Cola and McDonald’s. The brand’s themes resonated in every heart as ‘America’s storyteller’. On billions of occasions, it gave consumers ‘Kodak moments’ to cherish. In doing so, it entered the mainstream of social life and culture. Owning good times and fond memories was as powerful a platform as any brand could claim and own. (Representative image via Unsplash)

If ever there was a brand that owned a category, it was Kodak. But it lost its way thinking what it did was always right.

HUL’s Vim Black ad: A well-intentioned satire to break gender stereotypes goes wrong. Here’s why.

Dishwashing in India as a chore is traditionally seen as a woman’s responsibility and has been distributed unevenly between family members. The lockdowns enforced a unique behaviour shift, where the men came to the sink and social media went abuzz with men at the sink. The aim of this campaign is to rekindle a perspective change in a non-preachy, quirky way so that chores at home can truly become democratised.

Vim Black as a product offering doesn’t actually exist. It was Hindustan Unilever’s attempt to get men to change their perspectives on household chores. But it backfired.

Air India teams up with Microsoft to enhance employee experience

Unicommerce’s SaaS platform will enable the brands to fulfill custom-sized orders of mattresses, centralize fulfillment from across multiple locations using item-level and SKU-level traceability, leading to error-free, more accurate and faster processing of orders. (Representational image via Unsplash)

Using Microsoft’s security tools, the collaboration aims to transform the employee experience into one that is “comprehensive, agile and empowering”, Air India said.

FIFA World Cup 2022: How many Indians watched the football matches so far?

In a statement issued on 1 December, FIFA officially shares that World Cup Qatar 2022 is continuing to engage TV audiences around the world. In Japan, the group game between Japan and Costa Rica on 27 November drew an average audience of 36.37 million viewers. This surpassed the audience of their comeback against Germany in their tournament opener by over 10 million and was 74 percent higher than the average domestic group stage audience during the FIFA World Cup in 2018. (Image courtesy: JioCinema, Twitter, Network18)

The cumulative reach for the first 48 matches of the tournament has touched 42.2 million, as per BARC data for Cable & Satellite (CS) 2+ audience.

WPP agency VMLY&R India gets Red Fuse’s Saurabh Saksena as CEO

In his new role, Saurabh Saksena will drive the integration of VMLY&R’s capabilities across India – from creative excellence to transformational solutions at the intersection of brand and customer experience (BX & CX), data, platforms and commerce.

Saurabh Saksena will be based out of Mumbai and will report to Hari Ramanathan, CEO- VMLY&R, South and South-East Asia and Japan.