Tag: Advertising

Throwback: When Captain Cook challenged the undisputed leadership of Tata Salt

Towards the end of the film, the shot of the brand’s pack appears, and the voice of dubbing and voiceover artist Brij Bhushan is heard where he says, ‘Extra free flow Captain Cook namak’. “Since we had already said everything, I was of the opinion that we do the voiceover and packshot of the ordinary salt. That is when Nitish interjected, ‘That would be taking too much of a risk. We are already making a commercial that does not have a precedent. So, don’t go that far,’” filmmaker Prasoon Pandey says.

Tata Salt commanded 80 percent market share till Captain Cook entered the scene in 1992 and began to threaten its dominance. Lintas was roped in by DCW Homes Products, the brand’s parent company, to come up with a commercial that would make the brand memorable and improve awareness in the market. Storyboard18 got in touch with the creative folks who played a key role in making the advertisement iconic.

Influencers have to do due diligence for any claim they make: Manisha Kapoor of ASCI

Following the SC's directive, the Ministry of Information and Broadcasting introduced a new feature on the Broadcast Seva Portal of the Ministry of Information and Broadcasting (MIB) for TV and Radio Advertisements and on Press Council of India’s portal for Print and Digital/Internet Advertisements.

Manisha Kapoor, chief executive officer and secretary general of The Advertising Standards Council of India discusses with Storyboard18 the recently unveiled ‘Wielding Influence, Nurturing Trust’ report, challenges ASCI is working upon, its focus areas moving ahead and much more.

Maruti Suzuki India initiates media pitch; GroupM and Dentsu in the running

Maruti Suzuki India is expected to raise its marketing spend by about 25 percent next financial year, which will take its spends to nearly Rs 1,000 crore in FY24. (Representative Image: Pablo García Saldana via Unsplash)

Maruti Suzuki India’s media account is on pitch. GroupM and Dentsu are in the final round, as per sources.

GroupM-owned Mindshare wins Rs 400 crore PhonePe media account

Recently, PhonePe has raised $100 million as part of an ongoing round, which has now helped it pull $450 million in recent weeks despite the market downturn. This helps the digital payment firm to compete in the market after its recent separation from the parent firm Flipkart. (Representative Image: Piotr Makowski via Unsplash)

The incumbent agency on the PhonePe account is Lodestar UM. The size of the account is estimated to be around Rs 400 crore.

Will Connected TVs surpass HDTV in popularity with Free Streaming of IPL 2023?

The study aims to deliver comprehensive insights that will empower brands, publishers, OTT players, agencies and broadcasters to make informed decisions and drive business growth.

With cord-cutters, advent of 5G, rise of affluent audiences and shift towards Digital from Linear TV – CTV is setting the stage on fire for both viewers and advertisers this year,

Four-Day Week: Can the Indian ad industry adopt a 4-day work week?

The country's Finance Minister, Christian Lindner, has expressed concern about the potential negative impact on prosperity, particularly in context with the fears of a recession and hiring issues until 2024. (Representative Image: Tungsten Rising via Unsplash)

With a larger shift in view, the four-day work week starts making a lot of sense. But agencies and clients, it seems, are not ready to go from 5-6 to 4 days.

EssenceMediacom global CEO Nick Lawson: We are pretty close to being the largest global media agency

"We are pretty close to being the largest global agency. But I am not obsessed with size. Scale is important in media companies for capability reasons. But, for me now, it is really positioning ourselves as crucial to clients' needs. What I want be is the most recommended agency in the world," Nick Lawson tells Storyboard18. (Image via Twitter - @jasperrosa)

Nick Lawson, global CEO of newly merged EssenceMediacom, on the vision for the new entity, the India market, and how media agencies have changed.

Art of Framing in marketing: What you know changes what you see, what you see changes what you know

Persuasion is fortified with evidence - information, referendum, validation, certification, statistics, testimonials - all enhance acceptance. Emphasizing the benefits is another technique for framing. (Representational image by paul skorupskasvia Unsplash)

Framing is about mental structures and stencils which we apply to derive meaning. To change a perspective is reframing. Reframing is a triumph of marketing.