Week at a glance: IPL media rights; Live sports & Netflix; Focus East on Pohela Boishakh

Indepth: IPL media rights – The contenders, their strengths & the mammoth valuation

With the upcoming media rights – broadcast and digital – for IPL for 2023-27, the battle is expected to be intense. According to media estimates, the broadcast rights alone could earn BCCI Rs 40,000-45,000 crore. In the previous bidding for IPL media rights held in 2017, Disney Star had won the rights for Rs 16,347 crore.

Sports18 is the new home to the world's most-loved sports heroes

Viacom18 today announced the launch of Sports18, the network’s dedicated sports broadcasting channel. The pay-TV channel, available in SD & HD, will offer fans the best-in-class sports content in India.

Live sports – the next frontier for Netflix?

Netflix recently had talks with the National Football League for a possible collaboration. The American professional football league courting the world’s largest streamer as a potential suitor has piqued the curiosity of analysts. First and foremost, NFL is eager to expand its viewership outside the US with a line-up of several international games in the pipeline.

With fallible celebs & social media faux pas, will it be renaissance of brand mascots?

In India, the advertising industry has time and again portrayed the inclusion of brand mascots in branding. For example, Amul Girl, Nirma Girl, Parle-G Girl, Asian Paints Gattu, Onida’s Devil, Air India’s Maharaja, Vodafone ZooZoos, Boomer Man, Fido Dido, Ronald McDonald and many others.

INS recommends 20% hike in print ad rates

The Indian Newspaper Society (INS) has recommended to all its members to increase advertisement rates by 20%. This was done after members of the society expressed grave concern over historical increase in newsprint prices, which have crossed $1,000 per MT.

InMobi's Vasuta Agarwal on how brands can win Gen-Now with mobile marketing

Vasuta Agarwal, Senior Vice President and Managing Director - APAC, InMobi, put the spotlight on ‘Driving personalisation, innovation and engagement at scale with mobile’ in her special keynote address on Day 3 of the 6th edition of DIGIXX Summit & Awards 2022, organized by Adgully

The evolving face of brand safety in a complex digital ecosystem

Brand safety will always serve an essential role for the advertisers and publishers. Recently, there has been an industry shift to brands’ suitability, thanks to COVID pandemic, as marketeers seek more control and confidence in the solutions that they deploy.

Hyper-personalisation is the Holy Grail, but are marketers doing it right?

Hyper-personalisation is the next level of personalisation. When brands move ahead from name, location or other demographics or online customer availability parameters, it’s actually a shift from one-size-fits-all strategy to a very consumer-driven, personal targeting strategy, where you always try to provide relevant products, services or communication to a user so that you can get a better ROI at each and every step of a funnel.

Pohela Boishakh 2022 marks a rejuvenation of nature and the markets

Adgully is bringing the flavour of this festival in a two-part series. While the first part yesterday (April 14, 2022) focused on the content strategies of media platforms, Part 2 of the report highlights some of the brand activities in the East markets.

TV and Radio add to the Pohela Boishank and Bihu festive fervour in the East markets

Adgully seeks to bring the flavour of the New Year celebrations in the East through a two-part series, wherein we take a look at brand activities and what kind of content strategies media platforms have drawn up this year.

How branded mattress Cos have stolen a march over the unorganised sector

However, healthy and comfortable sleep solutions became the primary focus on consumers during the pandemic period, with people confined to their homes for extended periods during the lockdowns

Gamification & VR - the next big consumer engagement drivers on OTT: Divya Dixit

In conversation with Adgully, Divya Dixit, SVP, Marketing & Revenue, ALTBalaji, speaks about the major developments in the OTT industry in the last one year, the strategic focus on youth-centric content and associations, growing the subscriber base, the growing importance of gamification and virtual reality for OTT, and more.

Web 3.0 is transforming how brands communicate with their stakeholders: Anjali Kakkar

In conversation with Adgully, Anjali Kakkar, Vice President - Corporate Communications, CoinDCX, speaks about the evolution of PR function to become digitally-driven in the mobile-first internet age.

Discussions around insurance purchase has become a family event: Amaresh Jena

In an exclusive interview with Adgully for their column Marketing Minds, Amaresh Jena, Executive Vice President & Head - Marketing & Digital, Exide Life Insurance, speaks about how the insurance category has evolved in the last few years and how his company is planning several marketing initiatives and engagement strategy to get their brand into the consideration set.

Cloud Kitchen is definitely something for the future in food delivery: Swapnil Bajpai

In conversation with Adgully, Swapnil Bajpai, AVP - Supply Sales, Swiggy, who recenlty was part of the Nrai cloud kitchen convention held in Mumbai, speaks about the challenges that Swiggy faced during the lockdown, the new opportunities emerging in the post-pandemic period, his views on the rush to offer 10-minute delivery service by other brands, and more

Golf resonates well with high spending Mastercard cardholders: Manasi Narasimhan

In an exclusive interview with Adgully, Manasi Narasimhan, Vice President and Head, Marketing & Communications, South Asia, Mastercard, speaks about their association with Golf and how they plan to leverage opportunities in a sport like golf and deliver priceless experience to all their Mastercard holders across the country.

Women are leading the way in inspiring style of leadership: Arushi Awasthi

In conversation with Adgully, Arushi Awasthi, Director - Brand Communications, Hero Vired, speaks about how women are strongest to face the challenges, Women and the brunt of work-life balance, equal-opportunity and more.

Experiential branding is an interesting area to explore in esports: Akshay Paul

In conversation with Adgully, Akshay Paul, Co Founder & CMO, Penta Esports, speaks about the growth of esports and its progression into mainstream, how esports can explore experiential branding, and the growth projections for the overall gaming industry in India.

Witzeal will spend Rs 200 cr on marketing in 2022-23: Ankur Singh

In conversation with Adgully, Ankur Singh, CEO, Witzeal, speksabout the online gaming industry, its growth, out of the box innovation in technology, Real Money Gaming sector etc.

Our aim is to deliver the world’s most sustainable food package: Ashutosh Manohar

In an exclusive interview with Adgully, Ashutosh Manohar, Managing Director (South Asia Markets), Tetra Pak, elaborates on their ‘Go Nature. Go Carton.’ campaign and how the company is planning to deliver the world’s most sustainable food packaging.

What will a cookieless future look like? It’s already here

It has been over three years since major browsers like Google Chrome and Safari announced their intention to fully phase out third-party cookies, the key mechanisms that have historically powered audience targeting and personalisation on the modern web.

BARC Wk 14: HUL remains top advertiser; Coca Cola, Pepsi Foods see gains

The Top 10 Brands continue to reflect the consumers’ preference for household cleaners and healthcare and hygiene based brands, a preference that grew manifold during the pandemic period. Thus, Harpic Power Plus 10X Max Clean was the most ad volumes at 390.86(000) seconds.

14 ads found to be in potential violation of the ASCI Code in first week of IPL

In the first week of the IPL alone – March 26 to April 3 – ASCI screened 35 ads from the category and identified 14 as being in potential violation of its code. ASCI is keeping a tab on TV as well as OTT ads.