Advertising – Page 10

YouTube Shorts expands to three minute videos, enhancing creator flexibility

Currently limited to 60 seconds, this expansion will take effect on October 15 and comes in response to creator demand for more flexibility in storytelling.

In a move to compete more effectively with TikTok and Instagram Reels, YouTube announces a significant update to its Shorts feature, allowing longer videos and introducing new creative tools for users.

PUMA India rolls out ‘YOU NEED BALLS’ campaign featuring Harmanpreet Kaur and Richa Ghosh

PUMA India aims to shift the conversation from tokenism and outdated notions of 'balls' to celebrating the grit, determination and achievements of our cricketers

Campaign also features cricketers Sajana Sajeevan, Hemalatha Dayalan and Asha Sobhana.

Swiggy eyes elite customers with exclusive ‘Rare Club’ concierge service

Rare Club membership unlocks access to exclusive events, experiences, and premium deals, signaling Swiggy’s push towards catering to high-net-worth customers ahead of its IPO.

Rising ad frauds: A festive season threat for brands

Mittal advocated for the implementation of robust safeguards to prevent these technologies from being exploited for fraudulent purposes, particularly in high-stakes situations like financial transactions.

From phishing scams to counterfeit products, ad fraud spikes during the festive season, impacting brand safety and financial stability.

Tipplers to raise their bar this festive season, premium liquor in demand

India’s $32-billion liquor industry is projected to grow by an additional $7 billion by 2028, according to London-based drinks consultancy IWSR.

Liquor brands have increased their ad spends by 15-20 percent focusing on digital and experiential mediums.

Piramal Capital & Housing Finance rolls out ‘Hum Kaagaz Se Zyada Neeyat Dekhte Hai’ 2.0 campaign

The campaign will be promoted across TV, social media, digital news publishers, and the company’s digital assets and branches. (Stills from the campaign)

The campaign features stories of two individuals — a rickshaw driver and a sugarcane juice vendor.

52 percent consumers more open to online ads during holiday season: IAS report

54% of consumers believe that online ads help reduce the stress in finding products online this holiday shopping season. (Representational image via Unsplash)

85% are browsing through eCommerce and retail sites (Amazon, Flipkart, etc.). 55% are leveraging social platforms (Facebook Marketplace, etc.).

Asian Paints brings back 2002 classic ad: The emotional power behind ‘Har Ghar Kuch Kehta Hai’

Amit Syngle of Asian Paints emphasised that the brand sought to own this emotion and make it an integral part of Asian Paints' corporate identity. It was no longer just about selling paint — it was about making homes the centrepiece of the brand's narrative. (Still from the video)

Amit Syngle, MD & CEO of Asian Paints, explained that in 2002, the campaign arrived at a time when people were transitioning from simply celebrating festivals to truly celebrating their homes. As old films make their way back into theatres, this ad campaign, written by the Piyush Pandey of Ogilvy, is poised to hit TV screens again, reminding audiences of its enduring message.

Advertising on OTTs to see significant growth in 2024 festive season: Havas Media Network

During festive seasons, the primary objective is to boost sales by enhancing consumer consideration. To achieve this goal, a multi-faceted approach leveraging various media channels is essential. While traditional mass mediums such as television remain influential, digital platforms will continue to play a crucial role in shaping consumer perceptions and driving consideration.

Sustainability-themed campaigns are gaining traction and there’s growing focus on Tier 2 and Tier 3 markets, where digital penetration and rising incomes are driving localized campaigns in regional languages.

Cleartrip’s media spend grows by 15–20% with focus on digital, CTV and impact properties

Talking about her vision for the OTA company, she says, "I’m filling some big shoes, but my biggest vision—and this is shared by the leadership—is that the OTA industry is underserved. If you look at competitors like MakeMyTrip, Agoda or Goibibo, there’s a lot of room for a challenger brand like us to win on experience. Cleartrip loyalists have always preferred us for our smooth, seamless UI (user interface), and I want to build on that."

Cleartrip’s bus ridership growth underlines CMO Tavleen Bhatia’s contention that while air travel is the core business, hotels and buses are showing very strong growth.