Tag: brand marketing

High and dry: Why do creative agencies struggle to get competitive fees?

Creative shops thrive on project-based work. If the work is digital-focused, performance-linked fees are also added to the contracts. This model works well for indie shops because their ambitions are different. (Representative image: Ankush Minda via Unsplash)

Broken fee models, competition from ad startups and increasing pressure from clients to maintain contract exclusivity is impacting the ad business. Storyboard18 explains why.

Jio Effect: After JioCinema’s free streaming of major sports events, Disney+Hotstar follows

The report revealed that Parle Products topped in terms of advertising with 10% share during this year’s season, replacing Dream 11 (in the last season).

With free streaming, highest-ever peak concurrency, massive number of video views, and multiple feeds with various languages, JioCinema broke all previous records and then some during IPL 2023. Now Disney+Hotstar wants to offer free-streamed cricket.

FIFA announces AB InBev as its official beer sponsor for Women’s World Cup

The FIFA Women’s World Cup will make its debut in the southern hemisphere in Australia and Aotearoa New Zealand next month. The FIFA World Cup 2026, meanwhile, will be the first to be hosted by three countries, with 48 participating teams and 104 matches in 16 cities across Canada, Mexico and the United States. (Representative Image: Fauzan Saari via Unsplash)

AB InBev will be the official beer sponsor for FIFA Women’s World Cup 2023 and the FIFA World Cup 2026.

Wipro Consumer Care expands into packaged foods with strategic acquisitions and organic growth

Neeraj Khatri says, "The strength of Wipro has always been identifying the right market, consumer insight and proposition and consistently delivering on the message." (Stills from the ads)

In an interview with Storyboard18, Anil Chugh, president of the foods business, and Neeraj Khatri, chief executive of consumer care, India and SAARC Business, at Wipro Consumer Care and Lighting, share details on the company’s recent acquisitions, brand marketing strategies, and more.

Wakefit infuses artificial intelligence in its latest ad; features Ayushmann Khurrana

The brand film depicts Ayushman Khurrana waking up as a child and engaging in various activities, truly seizing the day. The film showcases how Wakefit mattresses provide ultimate comfort to the spine, resulting in waking up as an extremely energetic version of ourselves, like a kid.

Storyboard18 decodes how Wakefit conceptualised its latest ad campaign, “Andar ke bacche ko jaga,” and made Bollywood actor Ayushmann Khurrana look like a child.

#TBH: No ‘digital advertising fatigue’ among regional audiences

The World Wide Web Consortium (W3C), which leads development of the technical standards and guidelines to ensure that the web remains open, accessible, and interoperable, officially launched as a public interest non-profit ogranisation as of January 1, 2023. (Image via Unsplash) via Unsplash)

There’s a newer audience that marketers have started advertising to in the last two and half years, which is consumers in tier 2 and tier 3 towns. They’re not stricken by fatigue and brands are using regional creatives and direct communication to culturally connect with these people.

Talented creates viral ‘Aadarsh Balak’ meme campaign for Myntra

Talented agency collaborated with Priyesh Trivedi to create a billboard campaign incorporating the best of both worlds–Adarsh Balak and fashion. The billboards stand tall across the streets of Mumbai until the 10th of June.

For the millennials, Adarsh Balak has been the poster child of subversion, quiet rebellion and self-expression. Precisely why it became one of the most culture-impacting pieces of art for modern day India.