Venkata Susmita Biswas

Articles By Venkata Susmita Biswas

207 Articles

OTTs and the regional rush

India’s OTT industry is seeing the rise of regional language video streaming platforms

An annual subscription for Hoichoi is priced at Rs 599.

Ad industry likely to revive in H2 next year

As per a KPMG report, `57,900 crore will be earned in advertising revenue by media houses in 2020

India, which was ranked the third-largest market for advertising by GroupM in 2019, may clock the highest decline among other top markets

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Five recent ads that caught our attention

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Facebook’s Sandeep Bhushan on how digital media has influenced offline and online purchases during lockdown’?

Instagram Live saw a 60% increase in usage within just a week of the lockdown

Influencers played a far bigger role for brands on social media over the last few months, Sandeep Bhushan, head – Global Marketing Solutions, Facebook India, said

TV ad volumes spike during festive season

As per BARC India, advertising volumes grew by 10-11% over 2019 during Dussehra and Diwali 2020

A shift in consumer habits towards e-commerce and a rebound in demand for FMCG products will keep kitchen fires burning for broadcasters.

Amul adds zing to its kitty; broadens product portfolio

The dairy company is dipping its toes in a variety of F&B categories, from fizzy drinks to frozen foods

Amul is largely recognised as a dairy brand.

English movie channels HBO and WB will soon go off air

As viewers tune out of linear viewing habits and watch on-demand content, English movie and entertainment channels struggle for viewership

Brands that advertise exclusively on English movie and entertainment channels are typically those targeting the SEC A consumers.

VMLY&R India’s Anil Nair on how the agency is addressing the changing brand building paradigm

Brands are reviewing aspects like apps, platforms, customer experience, increasing online distribution

Consumers are constantly ‘connected’ from the point they wake up until they go to bed

How virtual communication apps have seen a rise in usage

According to App Annie, the aggregated total downloads of top communication apps in India grew 40 times in the month of October 2020, compared to the same period last year

Microsoft, Google, Amazon and Apple have asked employees to work from home at least until the summer of 2021, with some giving the option of permanently working from home.

With low footfalls, multiplexes turn to other revenue generation sources

These include food delivery and private screenings

The revival of the industry has been quite slow, leading to cinema owners eyeing alternate means of revenue generation

Flop Show: With low footfalls, multiplexes turn to other revenue generation sources

In the absence of a pan-India reopening, producers are being cautious with movie releases. As a result, the revival of the industry has been quite slow, leading to cinema owners eyeing alternate means of revenue generation.

Even though some states have given the go ahead to screen movies, not all cinema theatres have opened in these states.

How a slew of non-alcoholic beverages has sprouted in the Indian market

Brands like Schweppes, Jade Forest, O’ Smart and Sepoy & Co. have added ginger ale to their portfolio of products

According to research by Mintel, 38% of Indians wish to switch from standard-strength beer to low- or no-alcohol versions

MX Player’s Karan Bedi on how premium AVoD presents a significant opportunity for its business

More than half the consumption on the platform is driven by MX Originals and content exclusive to the platform

Video remains the core of the company’s OTT offerings with 200 million MAUs in India, Karan Bedi, CEO, MX Player

Rohit Sharma of POKKT on life beyond work

From Men Without Women to Shawshank Redemption are some of his favourite books and movies

Rohit Sharma, co-founder and CEO, POKKT

Audio streaming apps resort to partnerships for subscription

Airtel subscribers can now avail YouTube Premium (including YouTube Music Premium) for three months for free.

Vodafone Idea comes at third position with a subscriber base of 295.49 million, followed by BSNL, which has 118.89 million customers.

Can Xiaomi replicate its smartphone success in the smart electronics and lifestyle categories

The company is now bringing its portfolio of ecosystem products to the Indian market at a steady pace.

Not all smart products from the Xiaomi China stable may have a market in India.

Star Sports hikes IPL ad rates for playoffs

Anticipating higher viewership than normal, the broadcaster did not reduce ad rates when it initially started selling inventory even though consumer sentiment was low and advertising spends were dismal earlier in the year.

According to media buyers, about 85-90% of the inventory was sold at the start of IPL and 10-15% has been set aside for last minute sales.

How organisations are ensuring employee well-being in these times

According to a study, 36% of corporate India’s employees reported that their mental health worsened as they settled into the new style of working from home

Several Indian corporates, including advertising and marketing agencies, have implemented a variety of initiatives and interventions to address the anxieties arising out of living through a pandemic.

Shailesh Chaturvedi of PVH Brands on revival in customer sentiments

It plans to expand besides tweaking offerings to suit the WFH consumer as it expects a 100% recovery by March 2021

Online is now contributing nearly 20% to the company’s business, Shailesh Chaturvedi, MD and CEO, PVH Brands said

Why news channels are in the spotlight

A few advertisers have declared that they will blacklist news channels that air misleading and “toxic” content to drive viewership ratings

News channel business model is broken.

Live events resume, but the spark is missing

For now, some organisers are experimenting with offline events and the focus is on making commercial sense of a venture

The government’s decision to allow social, religious, cultural and community events to take place with a cap of 100 attendees has come as a respite

Review Corner

BrandWagon reviews five ads that have woven cricket into their storytelling to ride the IPL wave

WPP’s David Roth on how the pandemic is a stress test for brands

The crisis has had a pronounced impact on consumer behaviour, with people becoming conservative in spending

Brands will need to deploy strategies that can make their products more affordable to consumers, David Roth, CEO, The Store WPP, EMEA & Asia, said

Wristwatch brands bet big on festive season to drive sales

The wristwatches market, which was worth Rs 11,483 crore in 2019, is expected to shrink by about 11% to Rs 10,164 crore this year


Movie theatres set to open, but business unlikely to boom anytime soon

The industry is expected to rake in about `6,100 crore in FY21 as opposed to `18,300 crore in FY20

The film industry is set to shrink by as much as 67% y-o-y in FY21 on account of the pandemic induced shutdown of cinema theatres

How with TikTok gone, short-format video apps are struggling with monetisation

Advertisers who relied on TikTok to reach a wide audience have all but exited the short-format video space.

Most of these platforms have not explored monetisation fully.

How home delivery can be a game changer for the liquor industry

Since lockdown, consumers are now making safer choices and have reduced experimentation substantially

The lockdown wiped out more than 50% of Diageo India’s sales during the April-June quarter, Abhishek Shahabadi, VP and portfolio head, Premium and Luxury Brands, Diageo India, said
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