Tag: Advertising

Paid Rs50 per tweet to several lakhs to spread negative influence: How “smear campaigns” work

These eight YouTube channels had a cumulative count of almost 23 million subscribers. (Representational image by bruno neurath-wilson via Unsplash)

Smear campaigns ought to be taken more seriously now more than ever with social media being at an all-time high, and with influencers being the new decision makers for consumers.

Ariel’s #ShareTheLoad: P&G India’s Sharat Verma and BBDO India’s Josy Paul on committing to a brand purpose

In an interview with Storyboard18, Sharat Verma, chief marketing officer, P&G India, and vice president - Fabric Care, P&G Indian subcontinent and Josy Paul, chairman and chief creative officer, BBDO India, share that #ShareTheLoad movement has been able to voice the right message and tonality because there is no template. (Image: A still from Airel's new ad film)   

Procter & Gamble India’s detergent brand Ariel’s long-term advertising movement #ShareTheLoad is back. This time Ariel spotlights the long-term impact of the unequal distribution of chores on relationships. Storyboard18 caught up with the makers of the campaign.

4P to 3S: Federal Bank’s MVS Murthy on being a culture foodie, BFSI brands’ bad practices, and 3S marketing framework

MVS Murthy, CMO of Federal Bank mentions, "The new agencies have been able to pull off extracts like storytelling, form factor adoption, adding a technology spine for delivery, measurability etc. That’s a strength. My own view is that they need to grow and build the brand muscle, the legacy agencies need to strengthen the above core." (Image source: LinkedIn)

Federal Bank CMO MVS Murthy talks about building a non-intrusive and trusted financial brand and the changing dynamics of client-agency relationships.

Bournvita controversy: Did the Mondelez-owned brand fail to handle the deinfluencing viral video?

Mondelez India sprang into action and was quick to post a detailed clarification that the brand has only permissible and safe limits (every serve of Bournvita has 7.5 gm of added sugar, which is approximately one and a half teaspoons) of sugar content. (Stills from the tweets)

Experts note that shutting down a dissenting voice is the last thing companies should do in the age of the internet. Often, these voices cause a ripple effect where more and more users could pick on the brand and cancel it.

Fastrack positions sunglasses as a necessity in new campaign

Known for its humour-led and irreverent campaigns, Fastrack advertising has been bold and direct in its approach towards issues that matter to young consumers. Be it heartbreaks, gender fluidity, or even breaking stereotypes, the brand has always taken a strong stance. (Stills from the ad)

Decoding the Titan-owned brand Fastrack’s new pitch to consumers, where it’s making a rational case for owning more eyewear.

Simply Speaking: Brands are born inside

Companies that leverage their brands to achieve phenomenal growth and market stature take their brands beyond marketing. (Representational image by Calvin Craig via Unsplash)

A brand needs support and reinforcement from its own people first and foremost and committing to creating an environment that makes their people happy and engaged is the way to do it.

Rooh Afza: The ruby coloured drink’s brand popularity, evolution and future challenges

In the 1940s and 1950s, when direct lines of communication were very difficult, Hamdard used to advertise Rooh Afza in remote locations by dropping pamphlets from helicopters. At present, television, print, radio and outdoor are their main mediums. Since digital media is fast becoming one of the most used mediums, their spends have now been diverted to that space. (Stills from an ad)

Rooh Afza has not only secured a significant position for itself in the market with its sherbet and other product offerings, but it has also established a remarkable example of sailing through the competitive waves by leveraging nostalgia and cultural connection during the holy month of Ramadan.

JioCinema launches TATA IPL fan parks to make digital streaming omnipresent across India

The range of merchandise offered by playR includes apparel, accessories, and lifestyle products for fans to showcase their love, loyalty and support towards their favourite IPL teams. (Image source: Twitter handle - @IPL)

The Fan Parks will be a great family experience to enjoy the sunshine and fresh air along with an array of exciting offerings for people of all ages including a dedicated Family Zone, Kids Zone, Food & Beverages, and the JioCinema Experience Zone.

JioCinema viewership touches 2.2 Crore during CSK’s match against Rajasthan Royals

Star Sports and Jio Cinema together earned closed to Rs 4,700 crore as advertising revenues, while franchises earned about Rs1,450 crore and the BCCI made Rs 430 crore.

JioCinema’s free streaming of the TATA IPL 2023 for all viewers in India has resulted in a record-breaking number of views in the first week – over 550 Cr. This followed a robust first weekend which amassed 147 Cr.