Advertising – Page 29

Advertising on OTTs to see significant growth in 2024 festive season: Havas Media Network

During festive seasons, the primary objective is to boost sales by enhancing consumer consideration. To achieve this goal, a multi-faceted approach leveraging various media channels is essential. While traditional mass mediums such as television remain influential, digital platforms will continue to play a crucial role in shaping consumer perceptions and driving consideration.

Sustainability-themed campaigns are gaining traction and there’s growing focus on Tier 2 and Tier 3 markets, where digital penetration and rising incomes are driving localized campaigns in regional languages.

Cleartrip’s media spend grows by 15–20% with focus on digital, CTV and impact properties

Talking about her vision for the OTA company, she says, "I’m filling some big shoes, but my biggest vision—and this is shared by the leadership—is that the OTA industry is underserved. If you look at competitors like MakeMyTrip, Agoda or Goibibo, there’s a lot of room for a challenger brand like us to win on experience. Cleartrip loyalists have always preferred us for our smooth, seamless UI (user interface), and I want to build on that."

Cleartrip’s bus ridership growth underlines CMO Tavleen Bhatia’s contention that while air travel is the core business, hotels and buses are showing very strong growth.

The multifaceted career of Mithun Chakraborty: A look at his brand endorsements

From the disco frenzy of the 1980s to today's digital-first consumer landscape, the veteran actor has been the face of various brands. (Image source: Jio Studios, X)

From silver screens to luxury hotels, Mithun Chakraborty is not just a celebrated actor but also a successful entrepreneur and brand ambassador. Here’s a roundup of the various facets of his illustrious career and business ventures.

Dream11 launches ‘Poora Fan Bano’ campaign for the Women’s Cricket World Cup

The campaign film has been conceptualized and produced by Tilt Brand Solutions & Studio Q.

The campaign encourages cricket fans to support the Indian Women’s Cricket Team, emphasizing that true fans of the sport support all versions of the game, regardless of who’s playing.

X (formerly Twitter) poised to resume operations in Brazil amid legal dispute

In a recent shift, X agreed to comply with some of Brazil's demands by blocking the contentious accounts, paying the fines, and appointing a legal representative within the country. (Image source: The Hill)

Elon Musk’s social networking platform could return to Brazil if it agrees to pay an additional $1.9 million fine, following a legal battle over election misinformation.

Biocon’s Kiran Mazumdar-Shaw rings Nasdaq bell for niece’s Bicara Therapeutics’ Billion-Dollar debut

Claire Mazumdar's Boston-based biopharmaceutical company, Bicara Therapeutics, made a billion-dollar debut, with both women celebrating the significant milestone by ringing the opening bell. (Left to Right: Claire Mazumdar, Kiran Mazumdar-Shaw)

Kiran Mazumdar-Shaw beams with pride as her niece, Claire Mazumdar, leads Bicara Therapeutics to a successful billion-dollar IPO at Nasdaq.

Swiggy’s ad spend drops 26% to Rs 1850 crore in FY2024; to ‘cost-effectively’ invest in marketing

Swiggy Ltd increased its consolidated advertisement and promotion expenses by 65.3% in Q3 FY25

Swiggy has proposed to spend up to Rs 1000 crore, over four calendar years on brand marketing services across various channels, including traditional media

Too Yumm’s K-Bomb Ramen campaign features Bollywood actor Ananya Panday speaking Korean

"We're thrilled to introduce our bestselling Too Yumm! K-Bomb Ramen with Ananya Panday in collaboration with Bottomline Media. Their creative approach ensured we connected authentically with our audience, highlighting the joy of snacking and bringing the experience alive of the hot and spicy ramen. We wanted campaign to leave an effect of the flavours through visual demonstration”, commented Yogesh Tewari- Vice President, Marketing, Too Yumm!

“By having Ananya speak in Korean, we embraced the creative side, also capturing the explosion of flavours that product stands out for while connecting with a broader audience in a fun way,” said Tanaaz Bhatia- Managing Director and Founder of Bottomline Media.

AnyMind Group launches GenAI-powered live commerce platform AnyLiv

Despite the rise of e-commerce in a diverse region like APAC, the ability to successfully navigate varied languages and dialects, cultural nuances, and local regulations plays a crucial role in determining the success of inbound, outbound, and cross-border business expansion.

Social commerce in APAC is projected to sustain double-digit growth in 2024, with 68% of Southeast Asian retailers planning to increase their investment in this space over the next 12 months.