Venkata Susmita Biswas

Articles By Venkata Susmita Biswas

202 Articles

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

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.

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.

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

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.

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.

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

Pocket Aces’ Anirudh Pandita on life beyond work

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

Anirudh Pandita, founder, Pocket Aces

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

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

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

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

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

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

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.

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’

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

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

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

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.

Incentivised ads and the catch 22 situation

According to a Kantar-IMRB report, 60% of mobile gamers watch rewarded video ads and only one in 10 gamers close the ad

Despite the promise of quality engagement, experts say that unless used at the right stage of marketing the product to the right audience, incentivised advertising is a rather weak ad format.

How music streaming platforms are trying to up ad dollars

From Gaana to Spotify, streaming platforms are rolling out newer ad formats

Among the many factors deterring advertisers to join the audio OTT bandwagon is its inefficacy to attract the undivided attention of the listener who is mostly consuming music in the background.

Why ad fraud continues to trouble the digital industry

Marketers are losing almost 20% of their digital advertising budgets to ad fraud, according to a recent report by the Mobile Marketing Association (MMA) India.

Presently, more than 50% of the Indian advertising community does not use tools to curb ad fraud.

How ads, over the years, have unwittingly offended people with its “wits”

From Happydent to Kalyan Jewellers, Titan is the latest company to get caught in the fishnet trap of witty yet offending ad

Titan ad

Bland value: Ad revenues slow in 2019

When the NTO came into effect in February, ratings of television channels were upended and viewership patterns took time to stabilise.

How YouTube sensations have become a favourite among brands

From Bhuvan Bham to Mithila Palkar, brands are roping in celebrities for endorsements

Brands that work with digital stars for TVCs say they are easier to work with than established cricket and Bollywood celebrities.
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