Venkata Susmita Biswas

Articles By Venkata Susmita Biswas

47 Articles

India is now a very dynamic market with a very fluid media scene: Nick Emery

Mindshare’s Global CEO talks about how India is a key market despite its sluggish growth

Nick Emery, Global CEO, Mindshare News

India is a dynamic market with a fluid media scene: Nick Emery, Global CEO, Mindshare

Mindshare and GroupM have implemented their own tools that are better than the industry standards, and we use our own competitive advantage to give our clients better insights than they could get through an industry model.

Industry News

Coronavirus Impact: How ad industry is headed for a tough time

With consumption dropping to nearly zero in several categories, some brands have brought advertising to a complete halt and are reevaluating their advertising spends

Brands have begun withdrawing ongoing and planned advertising campaigns, and rejigging media plans to conserve advertising spends. News

How brands can remain thoughtful and relevant in times of a global crisis

From Dabur to Fevicol, how brands are staying socially relevant in the face of coronavirus

From Dabur to Fevicol, how brands are staying socially relevant in the face of coronavirus News

Coronavirus impact: From the IPL to movies – its shutdown for all

The media and entertainment sector has felt a big pinch post the closure

The events and activations industry in India is expected to cross the Rs 10,000 crore mark by 2020-21, as per an EY-EEMA (Event and Entertainment Management Association) report News

Why Viacom18 has a tough road ahead with Voot Select

The SVoD platform plans to launch 30 shows in a calendar year

Gourav Rakshit, COO at Viacom18 Digital Ventures. News

With on-ground boost, sports sponsorship grows 17% in 2019

Sports sponsorship saw a healthy uptick in 2019, registering a growth of 17% despite the overall advertising industry experiencing slow growth of just 9%.

Sports News

How new age mattress players are trying to capture the market

Active sleep solution companies such as Wakefit, Wink & Nod, SleepyCat, Sunday and Flo have adopted a direct-to-consumer model

The mattress market, Wakefit, Wink & Nod, SleepyCat, Sunday, Flo News

Five ads that caught the attention

From NBA's Ek game challenge to Facebook More together - why these ads created a buzz

NBA :The ad claims that the game is exhilarating but fails to bring that flavour in its communication. News

Coronavirus Impact: Why IPL may see a drop in attendance in stadiums

As per industry estimates, nearly 30,000-40,000 people watch a match live at the stadium

Growth in ad spend for 2020 is estimated to be about 9% with a recovery expected in the second half of the year as per GroupM’s This Year Next Year forecast for the year. News

How Banijay Asia has made a move from TV to digital

In 2019, it made Myntra Fashion Superstar, produced a web-documentary based on MS Dhoni’s life for Hotstar, and a fiction show for ZEE5

Deepak Dhar, founder and CEO, Banijay Asia News

How brands are adopting responsible advertising

As brands pledge to advertise to children responsibly, how will it impact consumption of products with low nutritional value

Responsible advertising, Unilever, Mondelez, Coca-Cola, PepsiCo, Nestlé, Ferrero products. News

Tata Tea Premium opts for customised approach; rolls out region-specific ads

The brand has also developed two customised television commercials for Delhi and UP

Tata Tea Premium is rolling out region-specific advertising campaigns for Punjab, Haryana, Odisha, West Bengal, Maharashtra and Bihar over the next few months. News

Tarun Katial on why ZEE5 is more than a video streaming app

Apart from a content deal with ALTBalaji, the OTT platform has entered into alliances with e-commerce portals

Tarun Katial, Zee5 News

Pocket Aces’ Anirudh Pandita on life beyond work

From his favourite shows to books, Pandita talks about his indulges

Anirudh Pandita, founder, Pocket Aces News

Why traditional advertising still rules the roost in rural India

Formats such as digital displays, augmented reality-based games, are being tested, but without much success

supply disruption, lockdown, coronavirus, covid 19, economy, indian economy, recession News

Radio goes online to fight audio-streaming platforms

Online music streaming had a reach of 37% in 2019 while that of radio declined to 41%. In absolute numbers, the reach of radio was 377 million whereas online music streaming had a reach of 331 million in 2019.

Radio going digital, radio competition, how radio is coping with competition, new profit models of radio, radio channels innovation, radio case study on dealing with competition News

Bisleri makes a fizzy return; launches carbonated drinks

2016, it had launched sub-brand Bisleri Pop with four variations of carbonated soft drinks — Limonata, Spyci, Pina Colada and Fonzo

Bisleri, Limonata, Spyci, Pina Colada, Fonzo, Bisleri pop News

Marico ups the ante; to focus on premiumisation

Currently, 43% of Marico’s e-commerce business comes from premium products and new products in the food and personal care categories

Marico, FMCG News

Digital surpasses print to become 2nd largest advertising medium after TV

The ad industry is estimated to grow at 10.7% during the year. Digital media is estimated to grow at a rate of 26%, outpacing traditional media such as TV, radio and outdoor advertising which are growing at 7-8% annually.

Digital, advertising spends, digital media, GroupM report, Google, facebook, advertising medium, TV News

How brands run for marketing mileage in marathons

As marathons becomes a popular vehicle of marketing for brand, one wonders of its a strategic tie -up or simple sponsorship

Marathon marketing News

Budget 2020: Despite no big announcements, new tax slabs expected to revive demand and boost spending

Budget 2020-21: The Budget says it will put aside Rs 2.83 lakh crore for the agriculture sector, of which Rs 1.23 lakh crore has been allocated for rural development.

Budget 2020 News

Jagran Group’s Apurva Purohit on life beyond work

From her favourite shows to books, Purohit talks about her indulges

Apurva Purohit, president, Jagran Group, and author of ‘Lady You're the Boss’ News

Print media pursue product, ad innovations to ward off threats from digital

There could be another option, though. Neena Dasgupta, co-founder CEO, Zirca Digital, suggests that news outlets could turn into products that offer news analysis, not necessarily on a daily basis, and move daily reportage on

Industry News

The NTO saga continues

According to industry watchers, TRAI introduced the new amendment because the first tariff order did not have the desired effect of reducing the consumer’s bills

TRAI, The Indian Broadcasting Federation, IBF, NTO News

Twist in the NTO saga: TRAI’s amendment to its original tariff regime has broadcasters worried

TRAI has justified its move by noting that some broadcasters increased their à la carte channel prices by more than 100% after the implementation of the first NTO.

telecom, telecom sector News

How TikTok is creating new ad formats

Singh talks about the platforms’ ad formats and safety measures

The impact of hashtag challenge can be seen from how brands are going beyond engagement and driving push-to-pull strategies. News
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