Week at a glance: Rewind 2021; Gaming influencers; Money Heist marketing

Revival, resilience, reconstruction – How Indian advertising fared in 2021

As the year draws to a close, Adgully looks back at some of the major developments in the Advertising industry in the year gone by in its REWIND 2021 series. The major agency networks saw some consolidation and restructure during the year, there were some key acquisitions seen, along with several top management movement. Dentsu’s restructure and its key people leaving the organisation dominated conversations this year.

Rewind 2021: Digital adoption will impact what advtg looks like: Sumanto Chattopadhyay

In this conversation, Sumanto Chattopadhyay, Chairman & Chief Creative Officer, 82.5 Communications, shares his views on how 2021 has been for Indian advertising as well as what to expect in 2022.

While AR/ VR/ AI ruled 2021, 2022’s obsession will be the metaverse

We at Adgully spoke to some top leaders from the PR industry and obtained their candid views on how 2021 has been for this industry as well as the outlook for 2022.

New IT Rules 2021: No coercive action against IBDF - Madras HC tells Govt

IBDF in its petition stated that it had constituted a self-regulatory body for non-news and current affairs channels – Broadcasting Content Complaints Council. The Foundation has constituted another self-regulatory body to address any complaints related to OTT content – Digital Media Content Regulatory Council.

India’s advertising market to increase +15% in 2022 to reach Rs 657 bn: Magna

As per Magna Global Advertising Forecast – December 2021, advertising revenues swung back to a healthy growth rate of +14% in 2021, rising from Rs 577 billion to Rs 657 billion. Digital ad formats grew by +20% (APAC average: +23%) to Rs 214 billion, while traditional media rose +12%.

Digital ads rose to account for 64.4% of total advertising in 2021: GroupM

Looking at the top 10 advertising markets over longer time horizons, the report envisaged that growth should moderate, with France, Germany, Australia and the US all poised to grow in a range of 4-5% annually, on average, over the next five years, while markets including India, the UK, Brazil, Canada, Japan and China are forecast to grow between 6-8% annually, on average.

How gaming influencers are crafting the growth story of Indian gaming

Gaming in India has been catalysed by better smartphones, increased Internet access, popular titles, influencers, and COVID. Mobile-first trend within gaming continues strong, with a sizeable user base of 300 million+ and ~$1.5 billion in revenues.

Radio revival: Festive season, BFSI, Auto, E-comm, Real Estate, FMCG bring back cheer

BFSI, Auto, E-commerce, Real Estate, and FMCG are some of the most prolific advertisers on Radio. BFSI leads in contribution to AdEx with 13%, followed by FMCG at 10%, Real Estate at 9%, E-commerce at 9%, and Auto at 5%. When economic activity resumed in Tier 2 and 3 cities during Unlock 1.0 in June 2020, a lot of local advertisers leveraged radio in their media plans.

Piramal plans to deepen penetration into Tier 3 & rural markets: Nitish Bajaj

In conversation with Adgully, Nitish Bajaj, CEO, Consumer Products Division, Piramal Enterprises Ltd, speaks about how the company has become a leading OTC player, and is also strategising to establish channel marketing in the burgeoning geographies across the country.

How mobile is facilitating financial inclusion at the grassroots level

The panel discussion on ‘Mobile Medium: Route to Financial Inclusion’ at the 5th edition of MOBEXX 2021 focus on how mobile tech is helping more and more people go cashless. Moderated by Ashish Tiwari, Chief Marketing and Digital Officer, Future Generali.

How mobile is charting a disruptive growth story in rural markets

The panel discussion on ‘Mobile Medium: A Route to Penetrate Rural Market’ at the 5th edition of MOBEXX 2021 dwelled on how to creatively use mobile to target the huge subset of about 300 million Internet users in rural markets on a one-to-one basis.

PR is no longer restricted to securing media impressions: Udit Pathak

In conversation with Adgully, Udit Pathak, Director, Media Mantra, speaks at length about the nine-year journey of the agency that he co-founded, the emerging trends in PR and communications, digital transformation in the communications industry and more.

How Netflix’s marketing blitz pushed ‘Money Heist’ to the top of viewers’ list

‘Money Heist’, which has become a global phenomenon, is coming to an end this December. Its theme song ‘Bella Ciao’ has also attained cult status. It’s no secret that this iconic Spanish heist drama on Netflix has seen unmatched fandom, with people rooting for the Professor and his team of misfits, who have quickly become the face of resistance and overcoming challenges.

How to Increase Your Sales Using Instagram

Many bigger brands that you can think about today consider using Instagram as a platform where they can showcase their products and target a vast pool of audience, especially the millennials and other age groups in a very useful way.

“Raymond focusses on TV for driving brand love & digital for consumer engagement”

In this edition of ‘Talking Insights’, Himanshu Khanna, Chief Marketing Officer, Lifestyle Business, Raymond Ltd, speaks about the thought and strategy behind the ad film campaign as well as how the brand plans to engage with their audience this wedding season.

Ex-Dentsu Haresh Nayak turns entrepreneur with Connect Network Inc.

The ambition is to be an Indian MNC, starting from India spreading across the globe in sometime, with access to a diverse, comprehensive range of marketing solutions spanning Brand Advertising, Brand Experiences, Corporate Social Responsibility (CSR), Shoppers Marketing, Out of Home, Sports Marketing, Smart City Solutions, and numerous specialty communication services to drive bottom-line results for clients.

What does Web3 means for the iGaming Industry?

To appreciate Web3’s ideals, however, you must consider what Web1 and Web2 are. The former is the static internet (websites, emails) founded in the 1990s. The latter is the current era, defined by mobile internet, social media, and Big Tech.

"Agencies lost 40-60% of their revenues in the weeks following the pandemic"

In conversation with Adgully, Jaideep Shergill, Co-founder, Pitchfork Partners, recounts the key developments and trends on the PR industry in India during 2021, as well as some trends that can be expected in 2022.

Businesses can unlock 10x return on adspends by measuring right: BCG-Meta report

For the purpose of this study, BCG and Meta collaborated with leading marketing measurement specialists, including Adobe, Analytic Edge, AppsFlyer, Cartesian Consulting, Nielsen, and RainMan Consulting as well as 18 digital-first organisations from India across five key industries (Financial Services, EdTech, E-commerce, Travel, Media/OTT) to present this view.

Meta announces enforcement on ads around social issues

Starting December 2021, Meta is making the same authorisation process mandatory for advertisers that choose to run social issue ads on Facebook and Instagram. Any political, electoral or social issue ads on Facebook that do not have the correct authorisation or disclaimers will be removed from the platform and archived in a public Ad Library for seven years.

TRAI consultation paper addresses ease of doing business in broadcast

TRAI has suo-moto floated this consultation paper to identify various concerns in the existing processes and suggest measures for the reforms required in the regulatory processes, policies, practices and procedures in the telecom and broadcasting sector for creating conducive business environment in India.

How GiveIndia harnessed outpouring of compassion in Covid times

In an exclusive conversation with Adgully, Sumit Tayal, COO, GiveIndia, speaks about their various initiatives and how they overcame several challenges that they faced during the pandemic.

Ad-Vantage Quiz Wk 17: Uber, Tesla & Netflix’s Stranger Things

Adgully is back with Week 18 of the Ad-Vantage Quiz with Rajiv Gopinath. Last week, participants engaged with questions related to a shoe brand that saw a whopping 7000%-plus growth in September this year, the latest James Bond flick and other interesting questions.