Week at a glance: Lens on BARC; Thums Up taps Bumrah’s thunder; Leader 2.0

In depth: Lens on BARC – Of transparency, oversight, and global examples

The credibility of BARC has been under the scanner ever since the infamous TRP malpractices came to the fore. What is the way out of the mess? What will it take BARC to be geared to meet the industry expectations regarding news channel ratings? Are there any global practices worth emulating? Adgully takes a deep dive into the issue.

Thums Up starts a new innings in cricket with Jasprit Bumrah’s thunder

The strength of this campaign therefore is in grasping his appeal correctly (with all the nuances of his shorter run-up) and making it flow utterly seamless with the iconicity of the brand itself. What it also benefits from is its own ‘Palat De’ platform that was already set up brilliantly during the last Olympics. Full marks for executing this as per expectation.

Winners of inaugural edition of Leader 2.0 Awards 2022 announced

Winners of the first edition of Leader 2.0 Awards 2022 were announced on January 24, 2022 at a virtual event. Held by Adgully and presented by Times Now Navbharat, Leader 2.0 Awards 2022 seek to recognise emerging leaders of the industry who are charting a trailblazing course. Ankur Media was the Gold Partner, while Gifting Partners were The Beard Story, Gentlemen and The Skin Story.

Q4 2021 records highest ad volumes since 2019 with bumper festive spike: BARC

Over 4,000 brands advertised on television in December 2021, which also witnessed 19% new advertisers and brands on TV. E-commerce, BFSI, Retail & Textiles witnessed the sharpest growth over previous years, which was more than 40% over 2019. Corporate/ Brand Image was up 42% over 2020.

Trust is a new currency of brand differentiation for automobiles: Shashank Srivastava

In conversation with Adgully, Shashank Srivastava, Senior Executive Director (Marketing & Sales), Maruti Suzuki India Ltd, speaks at length about the ‘Tarakki Aapki, Saath Hamara’ campaign, the overview of the automobile sector in 2021, Maruti’s focus areas and much more.

Speed to market will become a barometer of success: Ajay Kakar

In conversation with Adgully, Ajay Kakar, CMO, Aditya Birla Capital, speaks about the trends that are expected to dominate the FinTech sector in 2022, the challenges and new opportunities emerging in this sector in the year ahead, and more.

Resetting leadership vision in the post-pandemic times

Adgully’s latest #GullyChat Twitter chat episode covered the very important topic – ‘Resetting leadership vision in the post-pandemic times’.

Today’s leadership is about is about influencing the influencers: Ajay Kakar

Speaking on ‘New Leaders, New Opportunities and New world’, Ajay Kakar, CMO, Aditya Birla Group, said, “Within my generation, I have seen how an STD booth was the tech through which we reached out to speak to people. It’s not very far back that we use private telephones to reach out to people and communicate with them.

"Without further Covid interruptions, Indian ad industry will see 35% growth in 2022"

In conversation with Adgully, Anurag Bansal, Chief Operating Officer & Chief Financial Officer, DDB Mudra Group, speaks about his expectations for the advertising and media sector in 2022, as well as the challenges and opportunities in the year ahead.

Winning in the zero experience age: Tuhina Pandey

Speaking on the topic ‘Winning in the zero experience age’, Tuhina Pandey, Communications Leader, IBM Global Digital Sales and India & South Asia, noted people’s tendency to claim having ‘n’ number of years of experience in one field or the other, and added that in today’s market scenario, no one can claim that they have a lot of experience.

Medibuddy’s Ashish Bajaj on the New Leadership Rules of the new normal

Sharing his thoughts on inspiring teams working remotely in his keynote address on ‘New Leadership Rules’, Ashish Bajaj, Head of Marketing, Medibuddy, spoke about the learning and unlearning experiences in the last two years of the pandemic , accepting the new normal and the digital transformation.

"Thought leaders are an essential component of pharma communication"

In conversation with Adgully, Magline Rufina F R, Director – Communications, Boehringer Ingelheim India, speaks about how pharma communication has evolved over the years and what changes the pandemic period has brought about in this field.

Rooter’s Piyush Kumar on why product-market fix is crucial for success

Speaking on ‘Finding the product market for your company’, Piyush Kumar, Founder & CEO, Rooter, a game streaming platform, said, “One of the biggest categories that has come out of the entire Covid situation and the lockdown is gaming, where almost everybody is either playing games or is watching some of the other content, which is where Rooter comes in.”

How to prepare Leader 2.0 under the shadow of Web 3.0?

In her keynote address on ‘Fueling aspirations amongst the youth of the nation’, Vishakha Singh, Vice President, WazirX NFT Marketplace, touched upon a wide array of current issues such as how the pandemic period has impacted the youth of the nation, Web 3.0, Metaverse, NFTs and more.

The conservative approaches to target rural areas are fast changing

For Mimi Deb, Senior VP, Zenith, hyperlocalisaticon is the way video streaming is going to evolve in the coming years to cater to the 500 million+ audiences which is being predicted by experts by 2026.

De Beers is on a journey to transform itself into a purpose-led brand: Toranj Mehta

Speaking to Adgully, Toranj Mehta, Director - Marketing, De Beers Forevermark, speaks at length about the creation of the ‘I Do’ campaign, engaging with consumers across geographies, outlook for 2022, and more.

DB Corp’s Q3 FY2022 revenues up 10.6% at Rs 5,495 mn, but net profit sees decline

EBIDTA stood at Rs 1,459 million (27% margin) as against Rs 1,679 million (margin of 34%), aided by stringent cost control measures and despite large digital business investment for future growth. The EBITDA for the Print Business in Q3 FY2022 came in at Rs 1,590 million (with an EBIDTA margin of 31%). YTD December’ 21 Print Business EBIDTA grew by around 30% YOY at Rs 3,190 million as against Rs 2,460 million, with EBIDTA margin expanded by 150 basis points YOY.

“Poker in India is just entering its golden era and we want to lead the charge”

In conversation with Adgully, Varun Ganjoo, Co-Founder & Marketing Director, Baazi Games, about how Baazi Games have positioned itself with Out of the Box Games like Online Poker and Card Games, insights on the growth trajectory of the gaming industry in India, and much more.

Decoding the new wave of leadership in a volatile world

Speaking on the topic ‘New Thoughts, New Wave of Leadership in a volatile world’, Gaurav Khatri, Founder & Chief Executive Officer, Noise, noted how keeping oneself safe and healthy has now become the most pressing issue that ever before in the last two years.

Using first-party data to create relevant personalised experiences

With Google set to phase out third-party cookie on Chrome browsers by the end of 2022, advertisers and marketers have to bring in newer ways to track data.

This has already led to an increase in the adoption of first party data by advertisers. First party cookies are those that are generated by the host domain or data that is collected directly by the advertisers from the users or their consumers.

How Quora is giving an edge to advertisers with over 100 mn monthly visitors in India

Over 6.2 million students visit Quora monthly, but for many users, education doesn’t stop at graduation. In fact, for Quorans in India: 78% of users are interested in upskilling themselves, and 70% of the users use the Internet to learn new things.