Venkata Susmita Biswas

Articles By Venkata Susmita Biswas

209 Articles

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

Geometry Encompass’ Roshan Abbas on life beyond work

From Fandom to Billions are some of his favorite books and movies

Roshan Abbas, managing director, Geometry Encompass

DTH industry likely to grow 6% in FY21, finds Crisil report

It is estimated that the industry, which accounts for about 37% of TV subscribers, could be worth `22,000 crore in FY21

In the last few months, DTH subscribers have altered their subscription plans in accordance with availability of fresh TV content

How sales of toys and stationery products have taken a beating

As per Euromonitor International, the toys and games industry in India was worth Rs 10,557 crore in 2019

Why brands across categories are launching their own e-commerce sites

The high uptake in online shopping has encouraged a wide range of brands to venture into e-commerce

Bisleri, Cornitos, Kiehl’s and Amaris Jewels are some of the brands that have launched their own e-commerce platforms over the last few months

How businesses are reprioritising their advertising spends in the new normal

Most brands in the market have cut budgets and retainer fees by 20- 30%

At this stage, clients are not looking for cheaper agencies or boutique agencies or large network agencies. They want a team that can solve their immediate problems, Subhash Kamath, CEO, BBH and Publicis Worldwide, India said

IPL 2020: Hotstar hopes to hit Rs 300 crore from IPL ads

Disney+ Hotstar will offer a range of advertising solutions from non-skippable video ads to billboards and various features for moment marketing

Due to the massive pent-up demand for live sports, especially cricket, analysts expect IPL 2020 to attract a record number of viewers.

Highs and lows: More listeners tune in to radio but advertisers switch off

Calling the recovery, “tentative”, Entertainment Network India CEO, Prashant Panday points out that “even in August industry revenues were down between 30-50% y-o-y.”

While radio did experience a surge in listenership during the intense lockdown months — up nearly 30% according to an industry body — monetising this has been a challenge.

Home office products take off as work-from-home routine continues

Flipkart, which recently concluded its Big Savings Day sale, has registered a threefold rise in demand for study tables, chairs and laptop tables since February

Driven by the demand for work-from-home products, manufacturers have seen a growth in shipments in Q2 2020.

How hotels are betting on staycation

According to Euromonitor International, the hospitality sector in India, is expected to shrink to $4,628.8 million in 2020

Industry estimates peg the demand for city hotels to be around 25% of pre-Covid levels, and the overall demand to be less than 10%.

Why it may take until end-2020 for Perfetti to match last year’s sales’

Sales had dropped to 40% in April, and now the company is operating at around 80% of pre-Covid levels

The company is trying to find the best ways to leverage digital advertising, Rajesh Ramakrishnan, MD, Perfetti Van Melle India said.

Anita Nayyar of ZEE5 on life beyond work

Ikigai: The Japanese Secret to a Long, Happy Life by Albert Liebermann and Héctor García is among her favourite books

Anita Nayyar, head, customer strategy and relationships, ZEE5

Brand launches to spur ads in festive season

With companies readying a slew of product launches, media buyers expect them to spend liberally on pushing their products

As per a Madison Media study, the total ad spend in 2020-2021 is pegged at `55,000-58,000 crore

The online fantasy gaming industry pins its hopes on IPL

As per a report by KPMG, the fantasy industry clocked contest entry amount (CEA) of over Rs 6,000 crore in FY19, which more than doubled to about Rs 16,500 crore in FY20

The nearly 140 fantasy sports operators in India are now eagerly waiting for Indian Premier League to kick off in the UAE on September 19 to revive their businesses.

Review Corner

A critique of five ads launched during the pandemic that caught our attention

Ads that broke through the clutter.

How production budgets for ad-films have declined by 20-30%

Shooting for ad films and movies was among the first few activities to come to a standstill when the government imposed a nationwide lockdown

From May to July, we had about 40% less work than we did last year, says Ram Madhvani, founder and director, Equinox Films

Cashing in on IPL: Star India looks at digital for revenues

The digital streaming platform, which has been charging rates of `120 CPM for a 10-second spot thus far, is now demanding `180-200 CPM for the same duration

Star India had reportedly floated TV ad rates of about `12-13 lakh per 10 seconds

Brands take to video calls to drive business

Retailers in the high-value and luxury segment have introduced video calling through apps such as WhatsApp, Instagram and Skype

The average ticket size generated via video calling has been encouraging.

Titan’s Ajoy Chawla on no growth this year for jewellery players

The pandemic, rising gold prices and an overall muted consumer sentiment has dealt a huge blow to India’s jewellery industry

There has been a significant shift towards online, claimed Ajoy Chawla, CEO, Jewellery Division, Titan Company Limited

Coronavirus Impact: Celebrity endorsers take ‘pay cuts’ of 30-50%

Celebrity endorsement contracts are getting extended by three to six months to account for the time that brands have not been able to take advantage of their partnerships

Some brands that had been in the process of finalising endorsement deals are holding back

How is the social commerce scene in India slated to change with Flipkart’s foray

Social commerce is once again the flavour of the season. Flipkart has joined the likes of Meesho, Dealshare, Shop 101, BulBul and SimSim, by introducing social commerce on its value platform 2GUD. Earlier this year, Paytm sta

While social commerce is attracting interest, the challenge will be to extract value from the transactions on the platform, experts say.

Dairy companies hop on the ‘immunity’ bandwagon to make up for lost sales

A Crisil Ratings report expects this category to register a 2-3% degrowth in 2020-21, due to the pandemic

Mother Dairy has placed its products in hospital cafeterias to directly target people who could be looking for these products.

BookMyShow’s Parikshit Dar on not competing with video streaming platforms

The company launched its own video streaming platform earlier this month

The new platform will run across the BMS app and website for scale; it can host a smooth experience for over 50,000 concurrent viewers per minute at any given point, Parikshit Dar, co-founder and director, BookMyShow said

Mehul Gupta of SoCheers on life beyond work

From The Forrest Gump to The Terminal are some of his favourite films

Mehul Gupta, co-founder and CEO, SoCheers

General entertainment channels return with fresh content

Broadcasters are now faced with the uphill task of wooing advertisers back to their channels

Broadcasters are now faced with the uphill task of wooing advertisers back to their channels, without any significant freebies or discounts.

Broadcasters led OTT platforms bet big on original content

As per a BARC-Nielsen study, there was a 19% increase in the time spent on watching OTT originals during April and May

Digital video subscription in India was Rs 2,820 crore, growing at a 30% CAGR
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