Advertising – Page 156

Storytelling – The answer for brands to effectively engage with their audiences

Piyush Pandey shared stories about his “memory palace” which held a mega-store of memories, anecdotes and flashes of insights collected across his life journey from Jaipur, Ranji cricket, the early advertising days and then multiple legendary Ogilvy-client partnerships. (Representative Image: Etienne Girardet via Unsplash)

Storytelling has been a timeless constant, however, in the era of digital new media, it has evolved and gained additional x-factors that allow brands to stand out in a competitive landscape.

The Bournvita brand story: From creating iconic ads to battling unexpected controversy

Over the years, advertising concepts have seen an evolution in Bournvita’s journey. Right from the ads touching upon the product ingredients to the commercials highlighting a sense of purpose, Bournvita has come a long way. (Stills from the ads)

Bournvita, which saw phases of evolution in its advertising journey and set the tone of inspiration through the ‘Tayyari Jeet Ki’ ad, recently found the brand’s claims and credibility being called into question. Storyboard18 got in touch with brand experts who discussed the controversy and suggested course correction measures.

Mast & Meh: Britannia, Parachute, Hitachi, Adani Group, Airtel

Stills from the Mast and Meh ads this week. Take a look at unskippable commercials and the ones we wish we could have skipped

Find out who made the cut and who got cut in Storyboard18’s weekly picks of the best and boring ads.

Beyond Rainbow: Navigating brands’ inclusive engagement with Pride

The study uses the Progressive Unstereotype Metric (PUM) to measure consumer responses to representation in advertising (Representative image by Mercedes Mehling via Unsplash)

The Pride Month dilemma presents questions whether brands are rainbowwashing for clout and profit or if they are genuine allies and amplifying queer narratives beyond June.

Are ad agencies in danger of becoming brand vendors?

According to Adityan Kayalakal, paying a little more attention to the advice they give clients would help ad agencies tremendously.

Legacy agencies are increasingly under the threat of becoming ‘vendor-zoned’ by clients, independent writers and other content creators.

JioCinema crosses 32 million concurrent views, Twitter users laud the achievement

In an unprecedented move for cricket, the base price for digital rights has surpassed that of TV rights.

JioCinema has already started cementing its position as one of the best OTT players out there after acquiring rights to HBO and Warner Bros Discovery Inc. content.

Yes Bank unveils refreshed brand identity

The tick has been transformed into a soaring bird, which represents the bank’s current position of ‘soaring’. Moreover, the smoothened out corners and fluid shapes have replaced the angular edges of the older identity, along with a more emphatic typography. (Still from an ad)

The familiar blue and red colours that have been associated with the Yes Bank logo have got a makeover as well; the red and blue have an electric tone, representing high energy and innovation that the Yes Bank of today stands for.

ASCI refreshes advertising guidelines for the education sector

Justice Pratibha Singh saw that Kent had been using the tagline for the last 15 years. Furthermore, exaggeration and puffery were normal in advertising. (Representative Image: Mikhail Pavstyuk via Unsplash)

The new advertising guidelines focuses on students’ mental health and physical well-being.

Vocal for local: Tips for brands on local targeting

Kantar said that three local brands stood in 2022 ranking and improved their rankings by at least 30 places. (Representative Image: Priscilla Du Preez via Unsplash)

Local targeting can play an effective role to bridge the gap between brand owners and local consumers. It can also play an important role for people making purchases within their reach. This can benefit the brands.

Brands able to rationalise expenditure through focused spending this IPL: R Venkatasubramanian of Havas Media India

R Venkatasubramanian says, "Despite this being JioCinema’s first season with IPL, brands have expressed substantial confidence in the platform. The number of advertisers has increased compared to the past season. Further, the platform has been offered free to subscribers, which opened a big opportunity for brands to try advertising in cricket and on a digital platform."

JioCinema has encouraged smaller brands with limited spends to advertise in IPL on digital, according to the president – investments at Havas Media India.