Month: July 2024

Kantar’s Soumya Mohanty on adapting creative strategies for the digital landscape

Soumya Mohanty, Managing Director and Chief Client Officer- South Asia, Insights Division, Kantar

Soumya Mohanty, Managing Director and Chief Client Officer- South Asia, Insights Division, Kantar, shares how South India demands original ads and not recycled ones, importance of emotions in advertising, what brands can learn from Surf’s Daag Achhe Hai/Stains are Good and more.

As govt mulls guidelines, experts call for inclusion of digital, heavy penalties to curb surrogate ads

Draft guidelines indicate that celebrities and social media influencers must avoid promoting restricted products, such as alcohol or tobacco.

Despite the ASCI and CCPA guidelines in place to curb surrogate advertising, liquor brands frequently exploit loopholes. Industry watchers say the current guidelines lack clear definitions, in addition with weak enforcement mechanisms and insufficient penalties.

The rise of the everyday influencer: How authenticity is winning over mass appeal

While micro-influencer marketing may face some hurdles, its peak in India might still be a few years away. The continuous expansion of digital connectivity and the increasing penetration of social media in tier 2 and tier 3 cities provide ample opportunities for growth, writes Vaibhav Gupta, Co-Founder and Chief Product Officer, KlugKlug.

The evolving consumer preferences towards authentic and relatable content suggest that micro-influencers will remain a valuable asset for brands, writes Vaibhav Gupta, Co-Founder and Chief Product Officer, KlugKlug.

India’s iGaming: Taxed to extinction, or a catalyst for change?

If the Supreme Court denies the requested relief, the consequences for the online gaming industry could be severe. The industry may be driven underground, with more businesses operating in gray areas, writes Aruna Sharma, Development Economist and retd Secretary GoI.

This tax is contentious because the total wagered amount includes both entry fees and prize money, which do not fit neatly into the definitions of goods and services, writes Aruna Sharma, Development Economist and retd Secretary GoI.

BMC’s draft guidelines to regulate hoardings are to be unveiled today

The stakeholders have also asked the BMC to allow video OOH ads and have raised objections on the decision to not allow such hoardings.

The guidelines from the Brihanmumbai Municipal Corporation come after the tragic Ghakopar incident of an illegal ad hoarding collapse that took 17 lives, in May. In its investigation, BMC found 306 unauthorised hoardings in the city.

EXCLUSIVE: MIB’s Ashwini Vaishnaw holds introductory meetings with industry bodies

“Our intent is to encourage it; that is giving more opportunities to express, share and create new intellectual property,” the minister said.

This marks Ashwini Vaishnaw’s first meeting with the industry bodies. He took charge of the Ministry for Railways, lnformation and Broadcasting, and Electronics & Information Technology, three weeks ago.