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Smriti Mishra

Articles By Smriti Mishra

129 Articles

Fabindia pulls ‘Jashn-e-Riwaaz’ ad as #BoycottFabindia trends ahead of Diwali

In an email sent to Fabindia Overseas Private Limited, Dipali Patwa, group head of brand and community, stated that the new Diwali campaign ‘Jhilmil Si Diwali’ will go live this week

Fabindia, Fabindia controversy

Companies step up their sustainability game; focus on eliminating plastic in packaging

New packaging models impact the cost of operations as it increases by about 20-25% depending upon the segment

sustainable packaging, packaging

Why brand Shah Rukh Khan will not get adversely impacted by Aryan’s arrest

Khan, who currently endorses brands such as Byju’s, Big Basket, Dubai Tourism among others, has close to 42 million followers on Twitter

As per the latest Duff & Phelps Celebrity Brand Valuation Study 2020, Khan currently commands a brand value of $51.1 million

The Sleep Company increases marketing spends by eight times to Rs 8 crore in FY22

Comfort Grid Technologies Private Limited, the parent company of The Sleep Company, posted net revenue of Rs 74 lakh in FY20

the sleep company, comfort grid technologies private limited, the sleep company marketing spends

Cadbury takes gender swipe! Ogilvy rings in nostalgia with a modern twist

According to brand experts, the contemporary context makes the film not only more likeable but also impactful in driving a powerful social message

What’s interesting is that the film is based on the ‘Asli Swaad Zindagi Ka’ campaign rolled out by the brand back in 1994

Paree Sanitary Pads announces Janhvi Kapoor as brand ambassador; launches new campaign

70% of the spends on the campaign will be spent on TV and print

80% of the sales for Paree sanitary products come from offline stores

Olympic stars turn brands’ favourite; records 10 times growth in endorsement fee post medal win

Chopra’s endorsement fee has gone up to Rs 1.25-1.5 crore per annum while Mirabai Chanu and Lovlina Borgohain’s fee has seen a rise at Rs 1 crore and Rs 75 lakhs annually, respectively

Tokyo Olympics 2020, Paralympics Tokyo 2020, Olympics Games 2021

It’s raining ads! Spends to go up by 10-15% to Rs 27,500-34,500 this festive season

Television is expected to garner the highest share of ad spends at around 40% during the festive season, followed closely by digital at nearly 30%

ad spent, ad expenditure, advertising expenditure, television expenditure, digital ad spends,

Beauty e-commerce platforms and brands take the next step towards digital transformation; posts a rise in sales

According to a 2021 report by Avendus, the online personal care and beauty market in India is expected to reach $4.4 billion by 2025

Interestingly, 18% of people bought personal care or beauty products online for the first time during the initial lockdown

Tokyo Olympics: Pay gap continues to hound Indian players

India’s Silver at the Olympics led to a flurry of brands announcing rewards

Pay Disparity in India Players, Tokyo Olympics 2021

upGrad launches new campaign to make online degrees mainstream, TV to account for 60% of the ad spends on the campaign

The company claims to have doubled down its marketing spends in FY22 compared to FY21

upGrad, upGrad courses

The Quintessential Indian Man: Male grooming market in India picks up

Even as the market continues to grow, stickiness still remains a challenge for brands

Male Grooming Market in India, Men’s Grooming Industry India

Et tu! HUL and P&G; FMCG firms bring pods to Indian households but with a twist

While a kg of detergent powder costs Rs 160-200 coming to Rs 5-7 per wash, the per wash cost for pods/shots is almost five times at Rs 22-24

Detergent Pods, Laundry Pods

Cannes Lions 2021: Ideas rooted in the Indian context coupled with creative use of technology and new-age media is the way forward

India’s metal tally at the Cannes Lions International Festival of Creativity 2021 stood at 22 -- with two Gold, nine Silver and 11 Bronze Lions

Cannes Lions 2021, Cannes Lions International Festival of Creativity 2021

Liquor firms ride the digital wave; as it tries to fasten recovery

As per industry estimates, the share of digital in the overall marketing mix has increased to 25-28% in the current fiscal year from 18-20% in FY20

Alcohol Digital Marketing Plans, Strategy for Alcohol Digital Marketing

As brands make a beeline for K-Pop, India too soon to become its playground

K-Pop band BTS currently endorses a clutch of brands such as Samsung, Adidas, Coca-Cola, Hyundai, Louis Vuitton, McDonald’s

K-Pop BTS Boy Band, BTS McDonald's Meal

From Food Darzee to EatFit, its raining healthy food brands this season

The demand for healthy food options have led to the mushrooming of a clutch of food-tech companies

Food Tech Startups, Healthy Food Brands

With #DettolSalutes campaign, Reckitt replaces logo with Covid-19 stories

It has also launched a platform for people from across India to share stories and acknowledge Covid protectors in their midst by creating customised virtual packs

As a part of the campaign, the brand launched an anthem last week to spread the message of hope and resolve during these tough times

D2C brand SkinKraft to spend 80-90% of advertising dollar on digital

IncNut Digital Private Limited, the listed parent company of SkinKraft, posted net revenue of Rs 47.3 crore while net profit stood at Rs 1.7 crore in FY20

SkinKraft

ASCI guidelines on influencer marketing to have a positive impact

The new guidelines will be applicable to commercial messages or advertisements published on or after June 14, 2021

According to the guidelines, all advertisements published by social media influencers or their representatives, on such influencers’ accounts must carry a disclosure label that clearly identifies it as an advertisement

How brands are investing in mental health and why is it important

From engaging with health counsellors to rolling out mental health breaks are some of the ways organisations are supporting employees

mental health, mental health initiatives

#BackToBusiness: Grapes Digital’s Himanshu Arya on the strategy that needs to be followed to bounce back

In today’s time, when there’s so much data available, marketers can leverage this to interact with their audience to give it a more personalised appeal, says Arya

Himanshu Arya, founder and CEO, Grapes Digital

#KanganavsTwitter; how will it impact brand Kangana

Fashion designers such as Anand Bushan and Rimzim Dadu have issued statements to distance themselves and their brands from the actress

Kangana Ranaut

High street fashion brands eye online platforms; look to drive sales by launching #WFH range

From introduction of casual wears to shop from home, brands have tailored their approach to suit the requirements of the new customer

In future, it will also have the flexibility to adjust a year for meeting its targets if it wants for any unforeseen reason.

#BackToBusiness: Zivame’s Khatija Lokhandwala on the strategy that needs to be followed to bounce back

Communication needs to clearly highlight the value that the brand adds to the consumer’s lives both on a functional as well as an emotional level, says Lokhandwala

Khatija Lokhandwala, head of marketing, Zivame

Times Internet backed edtech firm Gradeup increases its marketing spends by threefold to Rs 80 crore in FY22, 60-70% will be spent on digital

The company expects that by the end of FY22, close to one million students would be subscribers of the platform

GradeUp

#BackToBusiness: Sirona Hygiene’s Deep Bajaj on the strategy that needs to be followed to bounce back

Customers earned at this time will always be your customer if you can serve them well, says Bajaj

Deep Bajaj, CEO and co-founder, Sirona Hygiene
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