Week at a glance: Tete-a-tete with Ambi; Twitter’s troubles mount; Ronaldo Vs Coca-Cola

Thought Leaders can change the entire dynamics of the industry: Ambi Parameswaran

Thought Leaders are looked up to for their expertise, to guide businesses to successfully take on challenges and tackle them, charter a sustainable growth path, and to think innovatively. They also mentor aspiring business leaders by being a trustworthy and authoritative voice. Never before has there been a dire need for thought leaders than the COVID-19 times, as businesses navigate through uncharted waters and need all the expertise to keep their operations in the black, in a time for there are no set guidelines to fall back on. 

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How print continues to be resilient in COVID-19 second wave & lockdown

Ad Space in Print soared by 4x in April 2021, even as COVID-19 cases were soaring across India. According to TAM AdEx data, in Week 3 of April 2021, Ad Space in print surged by 6x, compared to Week 3 of April 2020. Tally of categories, advertisers and brands in Print grew by 19%, 24% and 32%, respectively, during April 2021, compared to April 2020. Over 120+ new categories, 12.4 K+ new advertisers and 14.6 K+ new brands seen in Print during April 2021 over April 2020, TAM AdEx data reveals. 

Value Vs Volume – Why evaluating efficacy of PR communication needs to change

For a very long time now, Public Relations has been an endless chase for the maximum press coverage for one’s clients. There are winds of change in the PR space today, with a conscious move to have a more qualitative approach to keeping clients in the news. It boils down to working on an effective campaign strategy based on relevant and strong consumer insights that will create interest and ignite the minds of one’s core audience. 

News content of digital publishers on OTT outside regulatory responsibility of OTT: MIB

The Ministry of Information & Broadcasting (MIB) has taken cognizance of the apprehension has been raised relating to perceived reluctance of OTT platforms in hosting news feed of digital news publishers on their platform on the pretext that the content contained therein would be the regulatory responsibility of the hosting OTT platform under the IT (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021. 

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MIB provides statutory mechanism for broadcasters' SRBs

The Ministry of Information and Broadcasting (MIB) has amended the Cable Television Network Rules, 1994 by providing a statutory mechanism for redressal of grievances/complaints of citizens relating to content broadcast by television channels. This will strengthen the grievance redressal structure by giving broadcasters legal recognition for their association and bodies. 

More trouble for Twitter as it loses legal shield in India, FIR lodged in UP

It’s been over 20 days since the new IT Rules 2021 came into effect in India on May 25. While almost all digital entities have sent in their compliance reports to the Ministry of Electronics and IT, Twitter is yet to comply with the provisions of the new IT Rules 2021. 

Twitter’s troubles mount, India MD questioned by police

Troubles are mounting for Twitter in India, with the micro-blogging site yet to appoint key officials as mandated by the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021, which came into effect from May 26, 2021. Yesterday, officials said that with the non-compliance, Twitter stands to lose the immunity as an intermediary under the Indian laws and could be held accountable for any unlawful comment posted by users on the Twitter. 

Ronaldo’s one move costs Coca-Cola $4 billion

Beverage brands don’t seem to be having a very good time in the ongoing UEFA Euro 2020 championship – at least during the press conferences. Portugal captain Cristiano Ronaldo caused quite a stir when he removed two bottles of Coca-Cola placed on the table in front of him during a pre-match press conference before Portugal’s match with Hungary. 

#DrinkWater: Why brands should be conscious of a celebrity’s personal brand

Celebrity speaks out against a brand. The brand’s share price collapses, wiping out billions in market value. Ronaldo removed two bottles of Coca-Cola from the rostrum, while French mid-fielder Paul Pogba removed a bottle of Heineken beer kept in front of him. The bigger question is – how two celebrity sportsmen reinforcing their personal preferences happened to impact the brands that just happened to be kept on the table? 

TV ad volumes see 64% growth YoY in May'21; 1,347 new advertisers in May'21

With 135 million seconds, TV ad volumes recorded a 64% growth in May’21, as compared to May’20, as per BARC India report on May 2021 ad volumes. However, compared to April’21, May’21 observed marginally subdued Ad Volumes. Top 10 Advertisers’ Ad Volumes is the highest in May’21 as compared to the previous years, with a contribution of over 50%. 

TV ad registers over 70% growth in May’21; over 2,300 new brands seen: TAM AdEx

Advertising on Television increased by more than 70% during May’21, compared to May’20, as per TAM AdEx data. Daily Ad Volumes on TV rose in All weeks of May’21, compared to respective weeks in May’20, however, the impact of COVID-19 second wave can be seen as subsequent weeks saw consistent decline in ad volumes. Television witnessed 50+ new categories, 1.3K+ new advertisers and 2.3K+ new brands advertised during May’21, compared to May’20. 

Durables sector sees over 3.5x growth in Digital ad volumes in Jan-Apr 2021: TAM AdEx

More than 3.5x growth was observed in ad insertions of the Durables sector on Digital medium during Jan-Apr’21, compared to Jan-Apr’20, as per TAM AdEx data. Ad Volumes of the Durables sector on Television grew by 2.3x during Jan-Apr’21, compared to Jan-Apr’20. 

Demand slump in 2nd wave fails to deter health & hygiene-focused essential categories

The second wave of the COVID-19 pandemic has started showing its effects on the Indian economy. Recently, the World Bank slashed India’s GDP growth forecast from 10.1 per cent to 8.3 per cent for FY 2022, stating that “India’s recovery is being hampered by the largest outbreak of any country since the beginning of the pandemic.” 

Of STORRM strategies & Hero content - How PR is amplifying communication in crisis times

In this day and age, effective content is absolutely mission critical and a key differentiator for agencies to run their businesses. The pandemic has only multiplied its importance, with digital strategies becoming a key cog in the wheel for brand marketing. Content is said to be the king of the industry, because it is that one thing that will help brands communicate the right message to their audiences. Today, when media has become so dynamic, the importance of fresh, interesting and relevant content is what keeps brands’ engagement strategy with their audiences going. 

Influencer Marketing dons a new avatar during COVID-19 second wave

India’s influencer market is estimated at $150 million in revenues per year and is showing double digit growth according to digital marketing agency AdLift.It has been changing with the time, people, and situation around. Last year at the beginning of the pandemic, we saw an attitude of relaxation amongst people. Making Dalgona Coffee to dancing challenges, everything was fun and light. Influencers also promoted fun and me time. 

TRAI names V Raghunandan as the new Secretary

V.Raghunandan has recently been appointed by Telecom Regulatory Authority of India as the new Secretary, according to the media reports. Before this, Raghunandan was working as a deputy director-general at the Department of Telecommunications. 

TRAI launches TV Channel Selector Portal

The Telecom Regulatory Authority of India (TRAI) has developed a TV Channel Selector Portal after launching its TV Channel Selector App in June 2020. The portal will allow subscribers of Distributed Platform Operators (DPOs) to: a) check their subscription, b) view channels and bouquets provided by DTH/Cable operator, c) choose only the channels of interest and remove unwanted channels, d) get the best combination of user selected channels/ bouquets in the same price or less price, e) facility to add channels to the applicable Network Capacity Fee (NCF), f) allow users to modify existing subscription, g) check real time status of your subscription request, and h) download and print current subscription, offerings & set subscription request. 

“With TVF & ZEE5 partnership, it’s like two massive truly desi brands coming together”

In conversation with Adgully, Nimisha Pandey, Head - Hindi Originals, ZEE5 India, gives an insight into the nature of ZEE5’s partnership with TVF, its expansion to the US and other global markets, ZEE5’s content strategy in the regional markets and more. 

“During the lockdown, marketers’ focus has shifted from growth to showing purpose”

Speaking to Adgully for the marketing column – MARKETING MINDS – Sapna Arora, CMO, OLX India, speaks at length about the company’s strategy during the pandemic times, how brands need to remain relevant to users at all times, adapting to the rapidly changing consumer behaviours and much more. 

For ACKO, TV & traditional media will remain key in the near future: Ashish Mishra

In our latest column – MARKETING MINDS – Ashish Mishra, Executive Vice President - Marketing, ACKO, speaks about how they are simplifying the insurance process, the emphasis on offering an intuitive digital journey to the customers, using TV & traditional media to create large scale awareness for the brand and more. 

Perseverance & challenges are a part of entrepreneurial journey: Palash Agrawal

Adgully is turning the spotlight on the entrepreneurs who fought against all odds to bring their dreams to fruition in our special series – START-UP STARS. We at Adgully wholeheartedly support the ‘Vocal for Local’ movement and over the next few months will be featuring all local/ homegrown businesses, brands and Apps. 

Sales through online retailers are expected to rise by year-end: Sanjay Vakharia

In conversation with Adgully, Sanjay Vakharia, CEO, Spykar Lifestyle, speaks about the brand’s focus during pandemic times, Spykar’s media strategy to have a greater top-of-mind share, Spykar’s core value and more. 

Technology is literally shaping the future of New PR: Experts

The pandemic times has see a rapid shift to digital, which has brought in a lot of innovation in technology and the way we communicate with each other. Both brands as well as PR agencies are embracing technology as it is the need of an hour to get maximum results. On June 11, 2021, Adgully in its weekly Twitter Chat #GullyChat turned the spotlight on ‘How PR agencies have embraced technology during the pandemic’ and emphasised on how the future of PR is now dependent on Technology. 

Quality Vs Volume Game - Charting the Future Course for PR Communications

Public Relations is all about communicating and carefully crafting the right message in the right tone, at the right time and through the right channels and to your targeted audience by telling them a meaningful and compelling story that will grab their attention. Adgully’s premier #TwitterChat GullyChat episode on June 18, 2021, focussed on this pertinent topic – ‘Quality Vs Volume Game – Charting the Future Course for PR Communications’. 

The 30 Breakthrough Brands that are making the biggest competitors take notice

Interbrand has come out with the 4th edition of its Breakthrough Brands 2021 report. The report is a compilation of the companies that are challenging categories and cultural norms, pushing innovation, exploring new areas, and making even the biggest competitors take notice. Hence, Breakthrough Brands 2021 celebrates the start-ups, upstarts, and challengers making a big impact in the world.