Tag: brand marketing

Simply Speaking: What is Viral is not always Vital

Brands talk to the rejectors and the ‘passives’ in the same way they talk to their core. The idea is to activate the brand’s worldview in the brains of such folks. It is believed that via mirroring of messages, brands gain traction. (Representative image by Mike Petrucci via Unsplash)

When marketing pundits talk about ‘loyalists’, or ‘the passives’ or ‘detractors’ they are referring to merely a collection of individuals into range based groups. Leaving diehard loyalists aside, there is much eagerness to engage with the middle uncommitted. The recruits all lie in this middle mass is the belief.

How Artificial Intelligence will impact the future of filmmaking

The industry has proposed a streamlined approach with a single-window clearance for multiplex operations, emphasising that audits should not be a prerequisite for obtaining licenses. (Representative image by Jeremy Yap via Unsplash)

Artificial intelligence has many benefits in filmmaking. For one, it allows filmmakers to create more complex and realistic visual effects without the need for expensive sets or equipment. It also enables filmmakers to experiment with new creative ideas that would have been impossible to achieve using traditional filmmaking techniques.

Indian short-form video apps are intimidating competitors for global tech giants: Redseer Strategy Consultants report

Bharatiya Janata Party took the third position with a 15 percent ad volume share. (Representative image by Randy Fath via Unsplash)

Leading Indian short-form video (SFV) players have come close to global players in SFV terms of scale while having similar engagement levels. The Indian SFV market monetisation is at the cusp of a breakout and could potentially be an opportunity of $8-12 billion by 2030.

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.

Tata Group’s Air India Transformation: Dropping brand Vistara, roping in design and digital

Air India is also working closely with independent marketing agency Gozoop Group for some creative campaigns. Crayons Advertising is also rumoured to be collaborating with the brand. The company hasn't initiated any formal agency pitch yet. (Image via Twitter - @Pilotcareers & @arenajet)

Air India is working with various ad agencies as Tata Group starts the process of consolidating its entire airline business under Air India.

Content creators write books to enhance their personal brands

Currently, non-fiction books are teeming and vibrant. According to multiple reports, the share of non-fiction has gone up 58 percent in the last few years. Publishers observe that readers are picking up non-fiction books more than ever. (Image source - Amazon)

As Indian content creators are becoming authors, publishing houses are also gaining insights about Indian readers.

How Meta plans to integrate generative AI in Instagram, WhatsApp

Zuckerberg has forthrightly expressed his love for combat sports such as MMA and extreme sports such as hydrofoiling.

Mark Zuckerberg explains that they are looking into text-based experiences such as WhatsApp and Messenger chat, images such as “creative Instagram filters and ad formats,” and “video and multi-modal experiences.”

Indian brands to bet big on content creation and workflow improvements in 2023: Adobe

As per Adobe’s 2023 Digital Trends Report, investments in content and creative workflows reflect how leaders are prioritising improving processes and technologies to enable success in the current economic climate. Almost half (45 percent) of APAC leaders plan to invest in new marketing and data technologies. For India, 44 percent of leaders are looking to maximise the value of existing technologies. (Representative Image: NordWood Themes via Unsplash)

As per Adobe’s 2023 Digital Trends Report, 79 percent of senior Asia Pacific (APAC) executives including 92 percent in India say customer demand for content has significantly increased.