Tag: brand marketing

Explained: What is ‘de-influencing’ and how does it work?

Reports and opinions from the larger community of marketers suggest that brands do value authentic trends like de-influencing which could unearth meaningful consumer insights. (Representative image by Jingxi Lau via Unsplash)

US TikTok’s latest brand-related trend is called de-influencing. But what is it? And why do experts think de-influencing is, in some ways, influencing.

HUL’s sale of Annapurna and Captain Cook indicates the challenges of commodity branding in India

What are these commodity categories? In simple terms, these are categories where the consumer is not willing to pay a hefty price premium. To operate in these markets, you need to manage your margins very well and take quick calls when commodity prices move up or down. (Representative image by Brett Jordan via Unsplash)

If commodity brands are to be housed in a large corporate entity with other bigger businesses, there is a need to ensure that the division managing commodity branding is run differently.

ACKO Tech hires Siddharth Vinayak Patankar as chief creative officer and editor-in-chief

Siddharth Vinayak Patankar will be responsible for the overall content strategy to build brand love to connect with the audience through engaging and educative content. The new content division’s first play will be in the automobile and technology spaces, where Patankar will also be editor-in-chief.

As the chief creative officer, Patankar will lead ACKO Tech’s newly created content division and create an end-to-end content platform for the wider audience.

Lost in subscription, gained in ads: How Viacom18 keeps revenue streams flowing

Breaking down the numbers, the Aditya Birla Group's bid of Rs 500 crore annually contrasts with Tata Sons' payment of Rs 670 crore for the IPL seasons in 2022 and 2023. (Representative image by Aadil via Unsplash)

Viacom18’s free streaming service for Tata IPL aims to capture a potential audience of 550 million and win over advertisers with the promise of greater value for their investment.

How Jaaved Jaaferi wrote and danced his way into Indian advertising history

Jaaved Jaaferi highlighted, "Television had entered the scene and Doordarshan was the first channel. Then, came private channels. Zee TV was launched in 1992, and Sony Entertainment Television was launched in 1995. Earlier, the modes of communication were cinema screens and Doordarshan where popular shows would be screened. In the early 1990s, television advertising became much bigger." (Stills from the ads)

Actor Jaaved Jaaferi on how he entered the ad world, his take on advertising and how the Indian ad scene has changed and more.

Cleartrip CEO Ayyappan R: No one expected this kind of resurgence in travel demand

On February 20, Storyboard18 reported that the former CEO of Cleartrip was expected to leave the firm. During his tenure, Ayyappan was also responsible for overseeing and driving the travel players' brand initiatives.

Ayyappan R, CEO, Cleartrip talks to Storyboard18’s Delshad Irani about revenge travel, key consumer trends, expectations, Flipkart and more.

The Kartik Aaryan brand needs serious disruption for it to remain relevant

The Kartik Aaryan brand needs serious disruption for it to remain relevant. Thinking at the level of creative storytelling and making him a part of a cinematic universe rather than creating universes for him is, perhaps, a clever starting point. (Image source - still from Doritos commercial featuring Kartik Aaryan)

A good place to start might be to look at films that make Kartik Aaryan a part of their cinematic universe rather than building the universe of the film around a star.

Piramal Finance’s marketing chief Arvind Iyer: Building a brand has become democratic, which wasn’t the case 15 years ago

"There's a whole new wave of careers that juxtaposes tech and marketing. We are looking for people who can apply their minds to being a well-rounded growth marketer when it comes to building both organic and paid channels. And within that, there are a lot of sub-skill sets by way of content, design, and things like that. Brands that have been doing a lot of interesting work bootstrapping some of these roles," says Arvind Iyer, head-marketing, Piramal Capital & Housing Finance.

Arvind Iyer, head-marketing, Piramal Capital & Housing Finance talks about his learnings, taking inspiration from D2C brands and why hiring candidates with tech and marketing background has become a new trend.

Wavemaker India introduces a new unit to provide solutions for D2C brands

Wavemaker’s modular approach will also allow brands to only pick specific solutions that they wish to optimise for. Additionally, Wavemaker will also launch a separate program that will work with D2C start-ups to help scale demand and operations. (Representative Image: Jonathan Kemper via Unsplash)

As a part of the mandate, Wavemaker will consult and implement its end-to-end solution toolkit for brands to simplify strategy and deployment for the many moving parts of a D2C channel.

Indian B2B buyers wish for more ‘compressed commerce’: Wunderman Thompson Report

Indian B2B buyers are more likely to buy from a supplier that inspires them. The most commonly used source of inspiration was suppliers’ websites and mobile sites (39% and 40% respectively), followed by suppliers’ apps (35% for both categories of purchase). When it comes to starting the B2B buying process, the report revealed that 67% of all B2B buyers start their purchase journeys online with Indian B2B buyers ranking the highest. (Representative image by Taylor Simpson via Unsplash)

According to Wunderman Thompson, Indian B2B buyers are most frustrated after switching their suppliers in the last 12 months. They are more likely to buy from a supplier that inspired them.