Brand Wagon

Blox appoints Shivani Karia Jhaveri as chief marketing officer

She comes with over a decade of experience in marketing ranging from luxury marketing, strategy and brand building

As chief marketing officer, Jhaveri’s role is to lift off the new brand from scratch along with other leadership functions

TBWA\India partners with Dixcy Textiles

The agency will establish a distinctive brand voice and manage the creative portfolio for Dixcy Scott

TBWA will help the brand create a compelling identity and voice that resonates with the customers

Tonic Worldwide wins integrated digital mandate for Pure Nutrition

The agency will be managing the social media, paid media, website development and SEO for the brand

The association is aimed at exploring new avenues and serving the consumer base better

An uphill climb for travel sector

How the travel and tourism industry, severely hit by the second wave, is preparing to bounce back

As per India Brand Equity Foundation, the tourism sector is expected to grow 6.7% to reach Rs 35 lakh crore by 2029.

Celebrity intervention

Incense stick manufacturers strive to stand out in the largely unorganised category

Incense sticks are typically priced at Rs 10 for a pack of 14 sticks or Rs 50 for a pack of 80 sticks.

How content designing and marketing plays a key role in customer satisfaction and retention

If a brand envisions customer retention rates to be an all-time high, it is essential to curate the content catering to the needs and interests of the customers

The primary objective of content targeting customers should be to not sell per se but create trust among consumers

How digital ad fraud is a key concern for Indian advertisers

62% of all digital ad fraud occurs on mobile advertising, which is the dominant type of digital advertising in India

Ad fraud, or invalid traffic (IVT), is the act of representing online advertising impressions, clicks, conversions, or data events, in fraudulent ways, in order to generate revenue

Why the digital India is in need of cyber protection

As per the recent reports, the Union Home Ministry informed the Parliament that cyber-attacks have risen exponentially from 394,499 recorded in 2019, to 1,158,208, in 2020

The main factor behind this surge in cyber-attacks could be the high rise in online activities due to lockdown imposed to curb covid-19 pandemic situation.

How AR tech enables retailers to retain and sustain their businesses during lockdown

AR can add enormous value for consumers in their shopping journey and physical retail must evolve in response.

Augmented shopping enables shoppers to engage with brands through features like personalize the product virtually or virtually try on clothes from the comfort of home.

Opinion: Three cheers for hypocrisy

The ban on surrogate ads by liquor brands during IPL 2021 is welcome, but what explains team brand ‘Royal Challengers Bangalore’ and promotion of liquor brand extensions?

The problem with the legitimisation of advertising of surrogates with scale is also that one can actually recreate the established brand in a new category at scale

Interview: Ashwin Suresh, founder, Pocket Aces

‘Regional markets won’t drive pure-play growth’

As regional markets are gaining access to the internet and education, they are beginning to consume content in English, says Suresh

Blogger’s Park: Unlocking e-commerce growth

The secret weapon is customer retention

Companies with a robust omnichannel strategy retain an average 89% of customers, compared to the average retention rate of 39%.

After Hours: Vineeta Singh, co-founder and CEO, SUGAR Cosmetics

From Nike to Apple are some of her favourite brands

What I would like to see changed in the industry is to have more inclusive cosmetics, especially those that are created for the deepest and warmest of skin tones, says Singh

How the role of marketing is evolving in organisations

At the MMA Impact India 2021, marketers delved into the transformation of marketing and what the future entails

According to a Forrester research, non-campaign based engagements have an outsized impact on brand image and customer experience

Meesho launches its new campaign ‘Humara mission sabse kum commission’

The campaign exhibits ease of doing business online on Meesho with a commission as low as 1%

The campaign is conceptualised by Wunderman Thompson

Essence brings Sonali Malaviya on board as the MD

In her new role, she will be responsible for Essence’s continued client-centric innovation in data, analytics and technology, as well as business growth and company culture in the market

Joining Essence in 2018, Malaviya most recently led the agency’s Google business in India and Southeast Asia as senior vice president, client services

TBWA\India launches new data practice Weapon

Vishwajit Vyas joins TBWA\India as head of Weapon, with immediate effect

Weapon will bring disruption with a mix of creativity and data to solve the growth, profitability and efficiency challenges of today’s organisation

iProspect India wins the digital mandate of AU Small Finance Bank

The agency will handle the entire gamut of digital duties for AU Bank including performance and branding campaigns

iProspect India will utilise its proprietary tools and solutions to help the brand achieve its digital marketing objectives via innovative digital campaigns

Work That Speaks | Ad Reviews | 12 To 18 May 2021

Brands that cut through: Facebook, Malkist, UTI Mutual Fund, IAA, Columbia Pacific Communities, Zomato, Sony Sports, Mirinda, Cars24, Hyundai, Amrutanjan Comfy.

Brand campaigns that deserve to be in the spotlight.

Nickelodeon in collaboration with Google rolls out Ludo

The channel will also roll out a multi-platform campaign to promote the game

Keeping in with the fervor, the game will be voiced over by Nicktoons

OMD India bags communications mandate for Cuemath

The agency will drive Cuemath’s business by generating targeted campaigns based on audience data

OMD India will ensure that it addresses the demand in the market by reaching the untapped geographies

Google ties up with publishers for news subscription; launches News Showcase in India

Google has inked licensing deals with 30 publishers including The Indian Express Group, Business Standard, The Hindu Group among others

The service will be available in English and Hindi, starting today

Television emerged as the most preferred medium for political ads during Tamil Nadu and Kerala elections: TAM AdEx

TV was the most preferred medium with 67% of the ad insertion share during the year 2021 Kerala assembly election, followed by radio and print with 31% and 2% shares respectively

In Tamil Nadu elections, across TV, radio and print mediums, regional political parties DMK and AIADMK lead the charts with more than 60% share of political ad insertions

ASCI appoints Infectious Advertising as their creative partner

The agency will provide ATL, BTL, and digital creative services to ASCI along with strategic support for campaign development and audience outreach programs

The Advertising Standards Council of India (ASCI), established in 1985, is a self-regulatory voluntary organisation of the advertising industry in India

Consumer durables sector registered a 6% rise in advertisement volumes on TV during Jan-March 2021: TAM AdEx

Kent Ro System and Wonder Chef together accounted for more than 60% to the ad volume share

There were more than ten new brands observed on television during Jan-Mar 2021 over Jan-Mar 2020

Cart full of orders

E-grocery players strive to meet rising demand

According to a Red Seer report, the e-grocery market in India is projected to grow at a CAGR of 8% to reach $850 million by 2025. Groceries account for 66% of the total retail spend in India.
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