brand marketing – Page 397

When Causevertising becomes cringevertising: How and why Cadbury Bournvita’s ‘force fit’ ad flopped

In the advertising and marketing community, the campaign went on to create a stir where many executives thought it to be a ploy designed to win advertising awards. (Stills from the ad)

While some viewers found the campaign remarkable a huge section of audiences found it “forced” and “cringeworthy”.

Elon Musk and Twitter: Will Indian brands pull out of Twitter? And who’s to gain from the marketer exodus?

The WPP-owned media investments company GroupM has tagged Twitter as “high risk” media for their clients, as per reports. Experts foresee brands looking for newer platforms to divert marketing budgets allocated for Twitter. (Representational image via Unsplash)

Elon Musk’s Twitter takeover and the changes he’s made have prompted marketers to reduce or pause advertising on the platform. So where are they going?

Digital Marketing Mavericks: The rise of homegrown independent ad agency networks in India

Global advertising networks have a reputation for not being able to retain the founders of the companies they acquire. The reasons are many. But two that pop up often are business complexity and reporting structures. Independent ad networks are changing the way their partnerships and acquisitions are done. They are focused on creating simplified structures with hyper-specialized services. (Representational image via Unsplash)

How leading digital marketing agencies Gozoop Group, Schbang, and Zoo Media are building future-ready agency models.

FIFA World Cup 2022: Viacom18 Sports kicks off ad campaign – ‘Isse Bada Kuch Nahi’

The FIFA World Cup is the biggest entertainment spectacle in the world. The ‘Isse Bada Kuch Nahi’ campaign brings to life this football fever that will win over everyone in the country and in the world by taking over every form of entertainment. A very cleverly thought out campaign that uses the carnival to give the audience a taste of the exhilaration and celebration that comes along with the FIFA World Cup.

Official broadcaster Viacom18 Sports has launched a campaign, ‘Isse Bada Kuch Nahi’ that fuels the excitement for the ‘World’s Greatest Show’, the FIFA World Cup Qatar 2022.

BYJU’s, Messi and FIFA: What to do and not to do when picking a brand ambassador

The long-term engagement, which began as Lionel Messi embarked on his final campaign to win the FIFA World Cup 2022 as captain of Argentina’s national football team, was to see him feature in campaigns promoting Byju’s Education For All, Storyboard18 reported.

Edtech major Byju’s got a lot of flak for signing footballer Lionel Messi as its global brand ambassador. Experts weigh in on what factors to consider and mistakes to avoid when selecting a brand endorser.

Amazon Prime goes all out advertising the upcoming India-New Zealand cricket series

As a part of the multi-year partnership, international men’s and women’s cricket matches played in New Zealand across all formats will be available on Prime Video India (Stills from ads)

MPL, Nescafé, Noise, OLX Autos, and Vida have come on board as associate sponsors and brands like AMFI and DBS will advertise during the tournament.

Throwback: The making of Campa-Cola’s maiden television ad

Kailash Surendranath recalls that in those days, models were seen as stars and advertising was considered as an aspirational profession. After much research and auditioning, Aarti Gupta and Ayesha Durt, Vanessa Vaz, Shiraz Merchant, Sunil Nischol and Salman Khan came on board. (Stills from the ad)

Storyboard18 explains how Salman Khan got his first ad break, why Kailash Surendranath had to dive in the Andamans to shoot the commercial and more. Read on for all the details.

Century-old Luxmi Tea rebrands to Luxmi Estates, aims to put Indian tea on the global map

As a part of the initiatives to bring holistic developments to the estates, the company is trying to bring an end to the practice of growing one crop at the estate which is tea. Luxmi will also focus on using its properties across India and Africa to grow other crops like turmeric, tulsi, ashwagandha and African rose that will complement the business and topline. (Representational image via Unsplash)

Move for better brand positioning and recall. Global strategy and holistic welfare of tea estates are part of the brand makeover. The company plans to spend 25 percent of revenue on promotional activities.

We want to make Biryani By Kilo a Rs 1,000 cr firm in the next 2-3 years: Vishal Jindal

Dum Laga Ke India, The web series will play on digital platforms, which include Disney+Hotstar, YouTube, etc. It will be a four-part series that will tour Bengaluru, Hyderabad, Kolkata, and Mumbai. Achievers from different fields will host the show in each city

In order to achieve this, and to evangelise the brand across the country, Biryani By Kilo is putting together a food and travel show for OTT platforms, that will be hosted by celebrities.

Dark patterns are the latest threat to consumer protection, observes ASCI

It said, “We think they have grossly misinterpreted our contractual rights with respect to the 2025-26 season and beyond, and we will take appropriate action. We look forward, however, to another great season of the NBA on TNT and Max including our iconic Inside the NBA,” says TNT Sports (Warner Bros. Discovery). (Representative image via Unsplash)

Not all dark patterns fall under the domain of advertising and hence may be out of ASCI’s remit, however, they could amount to unfair trade practices which compromise consumer interest, says the the self-regulatory body.