Tag: Advertising

Clutter Breakers: Cadbury Dairy Milk and Ogilvy India develop algorithm to deliver happiness

Cadbury Dairy Milk along with Ogilvy have created a new social media algorithm that automatically filters and finds videos with happy hashtags that have low views counts and likes. These videos are then available to see on Cadbury's Instagram handle under a special section.

Cadbury Dairy Milk along with Ogilvy India have created an algorithm that boosts videos with happy hashtags that have low views counts and likes.

Meme Marketing 2023: How memes become weapons of virality in a brand’s marketing arsenal

Meme marketing, is an increasingly popular category that brands have begun to focus more on in the last couple of years as a result of the forced digitization due to the pandemic. In India, the number of internet users grew substantially during the lockdown. With nothing to do other than consume tons of content, memes gained immense traction and became a dependable source for marketing. (Representational image by Justin Lim via Unsplash)

With social media roles requiring meme creation as a necessary skill and with the growth of meme marketing agencies, can memes become a key mode of marketing communication for brands?

Throwback: When Lalitaji shielded Surf from redundancy

The commercial was meant to be advertised on cinema screens. In the words of veteran ad man K S Chakravarthy, the 1984 Summer Olympics caught the eyes of Lintas’s client. Since airtime was already bought by the client, Surf’s Lalitaji debuted on the television screens in 1984, for Lintas didn’t have a backup commercial in hand. (Stills from the ads)

The 1984 commercial of Surf reinstated the brand’s position in the detergent market, which was threatened by Nirma. A large part of that credit goes to Lalitaji, an iconic character of Indian advertising, whose clutter cutter persona justified the price point of the brand due to the greater satisfaction derived by its use.

Big Tech’s ad business can be a monopolist threat: Standing Committee on Finance

The report said, “It should provide advertisers information on a daily basis, regarding price paid by the advertiser and the remuneration received by the publisher. It should provide advertisers and publishers with access to the performance measuring tools of the gatekeeper and the data necessary for advertisers and publishers to carry out their own independent verification of the advertisements inventory, including aggregated and non-aggregated data." (Representative Image: Aman Pal via Unsplash)

The committee also recommended that the government should consider and introduce a Digital Competition Act to ensure a fair, transparent and contestable digital ecosystem.

Puma’s Shreya Sachdev on Anushka Sharma launch campaign, leveraging Virat-Anushka as power couple and more

Shrey Sachdev says, "While we officially on-boarded Anushka this week, the PUMA and Anushka partnership goes way back. Anushka loves PUMA and has worn it time and again over the years, and PUMA too has always resonated with what Anushka stands for. As the brand, PUMA built Propah Lady - a platform that celebrates fierce and unapologetic women. Anushka is the perfect embodiment of Propah Lady. She is known for charting her own path across spheres in life and without worrying about what the world thinks."

Sachdev, head of marketing, PUMA Group talks about the campaign planning, leveraging Virat-Anushka and whether such marketing gimmicks backfire.

GOAT ads featuring football legend Lionel Messi

Traditionally billions of viewers watch the World Cup, and as they concentrate on what is happening on the pitch, the names of some of the world’s biggest companies flash behind the players on a rolling, technicolored loop – Budweiser, Visa, Coca-Cola, Qatar Airways, Adidas, McDonalds, Wanda, Vivo, Hyundai Kia, BYJU’s and Vivo.

As the 2022 FIFA World Cup came to an end with Argentina lifting the cup, Lionel Messi cemented the fact that he is one of the greatest football players in the history of the sport. Let’s take a look at some of the ‘Greatest Of All Time’ ads that feature the ‘Greatest Of All Time’ sportsman.

Pepsi’s Saumya Rathor: We are building our muscle in the NFT space

Saumya Rathor says, "The collection is done by HUEMN, and we have a few pieces within that collection and it will have the Pepsi logo. It's essentially streetwear. Pepsi, as a brand, is all about really expressing. So, our collaboration is also in the lines that it should be easily accessible for the youth and easily wearable for the youth. And that's the reason why we've selected this particular label, because they live by those ethos."

Saumya Rathor, category lead, Pepsi Cola, PepsiCo India, talks about why the brand is building its muscles in the Web 3.0, NFT and metaverse spaces.

Puma-Anushka Sharma fake stunt: Are brands taking marketing gimmicks too far?

Puma, Monster (now Foundit) and Vim (owned by HUL) have recently used the device of fake stunts and staged drama online to get attention. The reactions are a mixed bag. (Representational image via Unsplash)

Brands are latching on to the trend of first fooling users and then revealing their actual intent. Some call it ‘shockvertising’ or simply an attempt to garner eyeballs in a highly distracted digital world.

Weekly Shorts: How brands are using hybrid models for influencer collaboration

A long-term influencer and affiliate hybrid campaign gives creators the opportunity to boost impressions, engagement and sales. Followers continue to engage with brands’ posts over a period of time and move through the customer journey with special or discounted affiliate codes. (Representative image via Unsplash)

What’s buzzing in influencer marketing and the creator ecosystem? What’s the next big thing coming down the line? Catch the big trends and hot topics in our weekly shorts.