Content, commerce and community key media trends in 2023: Dentsu report

In terms of content, the Dentsu states that the speed of the shift to digital platforms shows no signs of slowing down especially in the video on demand and gaming sector. The changes in the general economic landscape will lead consumers to evaluate the number of platforms and associated costs linked to subscriptions. (Representative Image via Unsplash)

For the second year running, the agency has collectively gathered and published the insights and predictions of all its global media agencies into the 2023 Media Trends guide for marketers.

Elon Musk hosted a Twitter Space to address advertisers

The billionaire's first two weeks as the new Twitter owner in October were marked by rapid change. He quickly fired Twitter's previous CEO Parag Agrawal and other senior leaders and then laid off half its staff in November.

Musk discussed about the company’s plans to make a safe space for brands and users.

Suryakumar Yadav’s brand equity soars; more brand deals to be announced soon

His Instagram following has gone up by 300 percent, and he is in the top 10 when it comes to active users on Instagram. This is something that we have been working on building from a narrative perspective. Yadav is a witty and smart guy. He's got a good balance of humour, and at the same time, he's very hardworking. He's also a family man. So, all these personality attributes make him exciting for brands.

The 32-year-old cricketer’s endorsement fee has shot up to about Rs 65 lakh a day from Rs 20 lakh a day in 2021.

How Santoor is staying relevant in a hyper competitive market like India

In 1985, Santoor was launched as a soap with ingredients like sandalwood and turmeric. Santoor was relaunched with its classic sandalwood and turmeric soap Santoor Orange and introduced a new campaign which was developed by Fortuity Communications, an event management, advertising and marketing company. (Stills from the ad)

The vice-president, marketing, of Wipro Consumer Care and Lighting shares with Storyboard18 his views on the recently relaunched classic product , the consumer insights they garnered, who constitutes their target audience, how do they stay relevant, and much more.

Brain Matters: What makes the Indian consumer laugh?

Social media is the biggest platform for them to build on their hobbies. It provides a platform for them to pursue their hobbies and passions, build a community for themselves, and earn good money from it. (Representational image via Unsplash)

Jester or Outlaw, brands have always believed that the way to the consumers’ heart is through bellicose laughter. It begs to ask. What does India find funny?

Clutter Breakers: Cadbury 5 Star’s ingenious ad campaign that markets itself

An ingenious move by 5 Star, where they get to advertise their product for free. Every time you have to review something, you will think of the delicious chocolate. That is definitely some serious recall value. In the brands words, it is probably “The biggest ad campaign in history.” It certainly is the most geographically widespread.

5 Star has come up with a unique solution where they no longer have to spend any money on advertising as their product will now market itself.

Indians have refreshed their food and health habits. Here’s how

While the report highlights that 67 percent of Indian citizens prefer eating home-cooked meals, the capital continues to remain experimental with their cuisines, with 47 percent of its inhabitants curious to try new international cuisines such as Korean, Thai, and Japanese, amongst others. (Representational image via Unsplash)

Decoding India’s within India, a report by Leo Burnett Regional highlights that India is truly opened up to adopting a more contemporary approach to food and wellness across its diverse culture.