Tag: Advertising

Remembering Pratap Bose: Face of India’s OOH advertising, entrepreneur and mentor to many

With over two decades of experience working with top agencies such as Ogilvy India and DDB Mudra Group, Pratap Bose was known for his expertise in building the outdoor advertising business in India.

Advertising veteran Pratap Bose passed away on Thursday after battling a major illness. He is survived by his wife and two children. Industry executives at Storyboard18 expressed disbelief at the untimely demise of the ad veteran and remembered him as an ever-smiling calm individual who not only dreamt big but also helped many to achieve their true potential.

Advertising veteran Pratap Bose is no more

With over two decades of experience working with top agencies such as Ogilvy India and DDB Mudra Group, Pratap Bose was known for his expertise in building the outdoor advertising business in India.

Pratap Bose co-founded The Social Street, a marketing communication agency, in 2015.

Polyamoryfication of adland: Why are brands getting together with multiple agency partners?

Specialized agencies with unique capabilities are becoming essential in helping companies connect with younger consumers across emerging platforms. (Representational image: Burkhard Kaufhold via Unsplash)

The trend of multiple agencies being hired by marketers can be attributed to multiple factors including customer segmentation, younger cohorts and legacy agencies falling short on the promise of integration. Specialized agencies with unique capabilities are becoming essential in helping companies connect with younger consumers across emerging platforms. The trend of multiple agencies being hired by marketers can be attributed to multiple factors including customer segmentation, declining attention spans of younger cohorts and legacy agencies still stuck in old ways of brand building.

Uber’s new ‘Resilient Aspirers’ ad campaign fuels Indian dreams

Ride-hailing service Uber recently launched a campaign called ‘Resilient Aspirers’ that celebrates the indomitable spirit of the country. For the campaign, the brand has partnered Indian cricketer T Natarajan.

Uber’s ad campaign featuring cricketer T Natarajan inspires many by highlighting the struggles he went through in life to achieve his dream of playing for the Indian National Cricket Team.

Storyboard18 Exclusive: Dettol and Durex-maker Reckitt Benckiser India calls for media pitch

Canal+, Havas and Lagardère are currently experiencing strong growth in an international context marked by numerous investment opportunities.(Representative Image: AbsolutVision via Unsplash)

FMCG major Reckitt Benckiser that owns brands like Dettol and Durex has called for a media review, the account size is estimated at Rs 500 crore.

#TBH: Digital news publishers’ big chase for elusive revenue

While the US media body has been quick to perceive the fresh threat to their business, AI could open another battle front for digital news publishers in India as well. (Representative Image: Clay Banks via Unsplash)

By the end of this year, digital media will overtake TV ad spends cornering 40 percent ad share. This will increase further to 45 percent by 2024. But even with advertising money rapidly shifting from print and TV to digital, online news publishers in India are a discontented lot faced with the challenge of building sustainable businesses.

Why nostalgia works in advertising?

Nostalgia marketing can be particularly effective in reaching multiple generations. By tapping into elements of the past that resonate with different age groups, brands can create a sense of shared experience that crosses generational lines. By using nostalgia, brands have created campaigns that connect with both older and younger generations and create a sense of shared experience. (Image source: Parle-G - Parel Products, Coca-Cola - Jonathan Borba via Unsplash, Apple ad - YouTube)

Being powerfully associated with positive effects on consumers’ psychological well-being, the integration of nostalgia in brand marketing increases feelings of social connectedness and divulges a sense of meaning and purpose.

Goafest 2023: India’s premier Ad fest kicks off with a bang

Speaking at the Goafest 2023 curtain raiser, Prasanth Kumar, president, Advertising Agencies Association of India and CEO, South Asia GroupM said, “Goafest is known to unite India and South Asia’s creative economy. When we began working on curating Goafest 2023, we were certain that we wanted to present to the industry creativity in a new avatar and our theme is exactly in line with this."

Goafest 2023 kicked off with a curtain raiser where the theme – The Future of Creativity, was unveiled.