Tag: Advertising

Gold Spot: When ‘The Zing Thing’ restored the brand’s lost market share

The commercials were rolled out on national TV broadcaster Doordarshan in both Hindi and English. The 1985 campaign was immensely popular and became one of the most successful for soft drinks by Rediffusion. The campaign helped Gold Spot make a grand comeback and restore its lost position in the market. A notable aspect of the series of commercials was that none of them featured celebrities. (Stills from the ads)

Can nostalgia help Gold Spot if it were to be brought back today, just as Campa was? Back in the 1980s, Gold Spot was perceived as a drink for children but after the arrival of Rasna, it started to lose market share. Storyboard18 got in touch with the creative folks who then successfully repositioned Gold Spot among teens.

Ministry of I&B issues warning against advertisements of betting and gambling platforms

While the celebrities and influencers endorsing the app are not directly violating any codified law, they are in violation of the directions of the Central Government since the app is banned and any promotions of it are illegal.

The Advisory has been issued to all media formats, including newspapers, television channels, and online news publishers, and showed specific examples where such advertisements have appeared in the media in recent times.

#TBH: Why are ad agencies pivoting from ad-making to business problem-solving?

EBIT margins for TCS is expected to improve by 40bp QoQ, largely due to investment made in talent development and training, operational efficiency and absence of wage hikes. HCLT’s margins may rise ~50bp due to operating leverage and a strong software quarter, despite a wage hike impact and furloughs. For Infosys, it is anticipated that margins will decline by 30bp owing to furloughs and lower working days, offset by pricing gains, subcontractor cost optimization, and Project Maximus.

Tech disruptions and startup ecosystems are making agencies work harder to address real business issues rather than just dealing with an ad or campaign.

DD Free Dish: Understanding the surge in its popularity

During January-June 2024, a total of more than 3,300 brands were present on TV and 5 out of the top 10 brands were from Reckitt and 4 were from HUL, according to TAM data.

DD Free Dish has become increasingly popular due to its ability to reach a vast rural population. Prasar Bharati’s revenue from MPEG-2 slots increased by 66 percent to Rs 1071 crore.

RK Swamy draws up listing pitch, appoints i-bankers for public issue

Print continues to be a stronghold for education advertisers, with a 32% increase in ad spending in 2024 compared to 2022. The North Zone dominated print advertising with a 50% share, followed by the South Zone at 19%. (Representative Image: Wance Paleri via Unsplash)

In July 2022, RK Swamy and BBDO (a leading network of the global Omnicom group) announced parting of ways after an alliance that lasted 37 long years. Under a new agreement, RK Swamy bought out BBDO’s stake in the joint entity and BBDO bought out RK Swamy’s stake in BBDO India.

Storyboard18 Exclusive: Prasar Bharati to increase Free Dish slots next year, CEO Gaurav Dwivedi tells Storyboard18

In a world increasingly dictated by algorithms, Dwivedi emphasizes the importance of human judgment in journalism. He believes in empowering reporters to retain control over their narratives and their revenue. (Image via Prasar Bharati website)

Prasar Bharati plans to increase Free Dish slots next year to cater to growing demand for free-to-air channels

World Startup Convention Fiasco: The greed of influencers and what everyone is missing!

GDPR mandates that BFSI marketers get consumers' express consent before collecting their personal data for marketing purposes in the context of digital marketing.

The World Startup Convention, which failed to deliver on promises like bringing Elon Musk and Sundar Pichai, was promoted by influencers Ankur Warikoo, Prafull Billore, Chetan Bhagat, Raj Shamani and others, who are receiving immense flak. But what about the influencer marketing agencies’ role?

Razorpay launches AI-powered co-founder service on April 1st

Accenture announced in June 2023 that the company would invest $3 billion in its Data & AI practice to help clients across all industries rapidly and responsibly advance and use AI to achieve greater growth, efficiency and resilience.(Representational image by Phillip Glickman via Unsplash)

The initiative comes at a time, when India is witnessing a sharp rise in entrepreneurial spirit and an increased adoption for AI

Karram Kurram: The distinct Lijjat Papad advertising

The unique concept of puppetry, emotional connect of family, and a distinctive soundtrack made Lijjat Papad television commercial unique. The fluffy rabbit puppet found a pride of place on the Lijjat Papad packaging as well. (Stills from the ad)

For those who grew up watching the Lijjat Papad TV commercial, the image of the rabbit, his cackle, and the soundtrack still stand recognisable decades later.