Week at a glance: India @75 - Dream merchants; Audio streaming; Regional PR

India @75

India @75: Prasoon Pandey on when India stopped aping the West

In conversation with Adgully, Prasoon Pandey, Director, Corcoise Films, speaks about some of the landmark campaigns in Indian advertising, as well as some key milestones over the years.

India @75: Anisha Iyer on the revolutionary ad campaigns

In conversation with Adgully, Anisha Iyer, Chief Executive Officer, OMD India, looks back at some of the revolutionary advertising campaigns that wowed people with their innovative approach, empowering messages and social value.

India @75: Sahil Siddiqui on the unifying force that is advertising

In conversation with Adgully, Sahil Siddiqui, Vice President, Creative Strategy, WATConsult, highlights two key aspects of Indian advertising – firstly, how advertising started Indians on the journey to be global citizens, and secondly, how we Indians are diverse in location, but connected by preference.

India @75: Dream merchants & more: Advertising in Independent India - Anjali Malthankar

Writing for Adgully, Anjali Malthankar, National Strategy Director, Tonic Worldwide, mentions about the ‘golden era’ of advertising and the power of ideas in communications. She highlights several iconic ad campaigns that have played multiple roles in shaping India’s 75-year independent journey.

India @75: Dia Kirpalani on campaigns that sought to effect societal change

In an interaction with Adgully, Dia Kirpalani, VP - Head of Strategy, Blink Digital, said, “There are large campaigns that I am sure everyone knows, such as Ariel’s ‘Share the Load’, Tata Tea’s ‘Jaago Re’, Tanishq’s ‘Second Marriage’ or ‘Inter-caste marriage’ campaigns. While these certainly do their part in starting conversation, there are smaller campaigns that sought to effect societal change within their brand objectives.”

Deep dive into the Indian audio streaming industry – Part 1

The Indian audio streaming market grew exponentially in the last couple of years, fuelled by the increased smart phone penetration, cheap data plans, and the proliferation of audio streaming platforms, home-grown as well as international. In this two-part in-depth series, Adgully delves into the world of the Indian audio streaming market. Part 1 of the report explores the growing potential of this medium, the contribution of regional to the growth of Indian audio streaming, paid subscription vis-a-vis free service, and more.

Deep dive into the Indian audio streaming industry – Part 2

Part 2 of the report covers the challenges faced by the Indian audio streaming industry, cost of content, in-stream audio ads & other growth areas, the podcast factor, and more.

Cookieless future is inevitable, but delay in transition will boost brands’ preparation

Google’s decision to delay the phasing out of third-party cookies in Chrome by 2024 has come as a surprise. Earlier, the search giant had envisaged to stop the cookies in 2022, which was further extended. Basically, the search behemoth wants more time for testing its Privacy Sandbox, which is said to be an alternative mechanism for targeted advertising.

Google has taken a pro-creator stance – Industry on move to monetise YouTube Shorts

In 2020, YouTube launched the YouTube Shorts feature to compete against TikTok. The Google-owned YouTube Shorts is catching up quickly, and the firm has seen promising results in its early monetisation efforts on the short-video creation site.

Crafting effective PR strategies for the regional markets – the Do’s and Don’ts

Clarity with the right messaging is the hallmark of any successful PR campaign. Its absence leads to confusion, complacency and even chaos. This has been always the challenge for many PR campaigns to get their messaging sharp and correct in smaller towns. This becomes far more difficult and challenging when it comes to regional PR in smaller towns, where you need to speak to a cluster of different audiences in different languages.

How Lay’s is making Gourmet an elevated experience for Indian consumers

Lay’s, the snacking brand from PepsiCo, has expanded its product portfolio with the launch of Lay’s Gourmet, a premium range of slow-cooked premium kettle chips. Speaking about the potential for premium potato chips in the Indian market, Shailja Joshi, Marketing Director, Potato Chips Category, PepsiCo India, told Adgully, “We have clearly understood the market potential of whether the market is ready for it or not.”

Ratings are a reflection of preferences of viewers: News18 India’s Karan Abhishek Singh

In this interview with Adgully, Singh dwells at length on what makes the channel stay ahead of the competition, news ratings, the future of TV news, etc.

PVR is on track to open a total of 125 new screens during FY2023: Gautam Dutta

In conversation with Adgully, Gautam Dutta, CEO, PVR Ltd, speaks at length about the vision behind the in-cinema advertising innovation, how the cinema business has performed in the past year, trends in cinema content consumption patterns, and much more.

How GoDaddy has become the home of entrepreneurs

In conversation with Adgully, Nikhil Arora, Vice President & Managing Director, GoDaddy India, speaks at length about how the web hosting industry is going forward and serving with best customer experience, as well as their recent campaign empowering women entrepreneurs.

"We won’t get into something we know we don’t have the right to win"

In conversation with Adgully, Somasree Bose Awasthi, Chief Marketing Officer, Godrej Consumer Products, speaks about Godrej’s move to promote sustainable choices in consumer products, and more.

“Growing content creation is necessitating increased usage of tech tools”

Paramjeet Singh Mehta, Marketing Head Consumer PC & Gaming, Systems Group at Asus India, and Joseph Radhik, Photographer, Film Maker, Creator, shared their thought process on and how they aim to host a series of workshops for Aspiring Individuals who may interact, connect, and learn from artists who inspire them through ProArtLabs workshops.

“Organisations are accountable for improving the opportunities for women”

In conversation with Adgully, Founder & CEO of Assiduus Global, speaks about unprecedented challenges of the pandemic, the role and scope of women leaders in the current market ecosystem, her mantras for maintaining a successful work-life balance, gender sensitivity terms which are unspoken, and more.

We’ve humanised brand Rajasthan Royals on Twitter: Atishay Agarwal

Each month, Twitter Create’s Talking Twitter takes people behind the scenes of some of Twitter’s most interesting accounts with the social media professionals responsible for some of the platform’s standout Tweets and viral moments.

WPP H1 2022 revenue up 10.2% at £6,755 mn; operating profit up 11.4%

WPP has reported a strong first half in 2022, led by broad-based growth and sustained demand from clients, even as its transformation programme is on track. Its 2022 growth guidance has been upgraded again.

Dentsu Group acquires a majority stake in Extentia

Dentsu Group Inc has entered an agreement to acquire a majority stake in Extentia, a global technology and services firm with a focus on enterprise mobility, cloud engineering, and user experiences. Extentia will join Merkle, a leading technology-enabled, data-driven customer experience management (CXM) company within Dentsu Group’s international business, Dentsu International.

Ogilvy India names Ganapathy Balagopalan as Deputy Chief Strategy Officer

Ogilvy India has promoted Ganapathy Balagopalan to Deputy Chief Strategy Officer, Ogilvy India. Ganapathy is also perhaps India’s most awarded planner. He authored the case that won India’s only IPA, the Oscars of Advertising Effectiveness, for Cadbury Dairy Milk. He also won Ogilvy India’s first Cannes Grand Prix for Effectiveness – for the Savlon Chalk case.

Linear TV viewership is declining as online long form viewing time grows: Omdia

According to new Omdia data, nonlinear watching continues to gain predominance in the daily viewing habits of TV viewers throughout the US, Europe, and Australia, with online long form and social media video viewing exceeding the previous year's viewing time surge.

Largest video OTT players driven by male visitors: Comscore

Top 10 OTTs are driven by male audiences who make almost six out of 10 of its audience, except Zee5 where split is almost equal for both genders, according to research by Comscore.

Indian consumers see good value in what TV offers than other platforms: Study

Consumer Unity and Trust Society (CUTS International) and Broadband India Forum (BIF) commissioned a pan-India TV consumer survey in the months of April and May 2022, as a part of the initiative ‘TV Consumer Market Study’.


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