Tag: brand marketing

Cringe influencers or not? Decoding corporate honchos’ social media game

Social media postings of corporate leaders are carefully planned. Industry insiders tell Storyboard18 that C-suite leaders have a mix of digital strategies under which they hire an agency/image consultant or an internal team to handle their postings; sometimes they are also personally involved in the process. Pictured (L to R) Mahindra Group’s chairman Anand Mahindra; RPG Enterprise' chairman Harsh Goenka; and founder and Managing director of Kalaari Capital Vani Kola.

Senior corporate leaders taking to social media humanise their larger-than-life-size brand image and engage their followers through an armoury of content. However, are they taking it a bit too far? Storyboard18 finds out.

Mast & Meh: Swiggy, Licious, Sugar, Mamaearth, MakeMyTrip, Britannia

MAST - Swiggy has adopted a new format for its recent series of ads, Mukbangs and ASMR! The ads certainly are very wholesome to watch and will definitely make you feel extremely hungry. We highly recommend everyone, especially those on a diet to watch this one.

Find out who made the cut and who got cut in Storyboard18’s weekly picks of the best and boring ads.

Surya Kumar Yadav may double his score on brand valuations, say experts

The public broadcaster expects, this move to give the matches an unprecedented reach and availability across all households with a television, making it the most extensive and widest coverage on free-to-air TV(Image credits @virendersehwag on Twitter)

His strong performance, especially after the last match against Zimbabwe in the T20 World Cup match, will double his brand value, say experts. It is estimated Hardik Pandya charges around Rs 1.5-2 crore per day for an endorsement whereas Yadav’s fee is around Rs 1 crore.

Brand mascots and ambassadors in the digital age

In digital as well as offline media, there is a huge amount of clutter due to the presence of numerous brands. A mascot helps differentiate. It may represent a group, a thought, or a product. It infuses life into a brand.

While both can bring value to a brand, having them together in the same creative may confuse the audience, say experts.

Job cuts at Twitter, Meta presage dark days ahead

A lot of companies are looking at cutting down non-essential spends. Areas like advertising are some of the first few things that are impacted when companies go on a cost-cutting mode. This adversely impacts platforms like Meta, Snap, and Google, who are also forced to cut costs to compensate for the loss in advertising revenue.(Representative Image via Unsplash)

Twitter India has fired close to 90 percent of its workforce. Indeed, there are rumours that its India office might be shut down altogether.

Ayan Mukerji and Namit Malhotra on tech, VFX’s role in Brahmastra

There were 2400 VFX shots in Avengers: End Game, and there were 4500 VFX shots in Brahmastra: Part One - Shiva. Mukerji states that 30 percent of their overall budget was invested in VFX

Ayan Mukerji, director, writer, producer of Brahmastra and Namit Malhotra, founder, Prime Focus, chairman and global CEO of DNEG talk about tech talk about the way ahead for VFX in Indian cinema and more. Listen in.

Is Elon Musk ticking off too many business ambitions?

Musk has been vocal in the months leading up to his acquisition that he wanted to revamp how Twitter verifies accounts and handles bots. While the decision, predictably raised a storm on Twitter, his staccato decision making and rapid-fire announcements have raised serious concerns on the future of the platform. Twitter despite being much smaller than Facebook, You Tube and Instagram has de facto become the world’s virtual town square, where news breaks happen; movie stars; top athletes and heads of state share lock horns and their thoughts and squabble.

Combining the blue tick and Twitter premium subscription is certainly a problem. The best way forward would be to separate the two. This will make the whole process, transparent, equitable and remunerative and help Twitter retain its credibility without jeopardising its economics, suggests Lloyd Mathias.

Simply Speaking: A brand is a dream, and its real home is the unconscious

Brands have created their own brand worlds. They've opened a window to this world through their products, advertisements, catalogues, stores, celebrity endorsements, and so on. All these get subconsciously associated to their brands.

Fashion brands know the power of tapping latent emotional desires. They convey and own dreams and aspirations. They derive more from authority, class and provenance of the brand than mere expertise. They know the mood and feeling of the dream world that they want to connect with and that becomes their marketing strategy.