Author: Aashrey Baliga

Why D2C companies need new brand building lessons

The toolkit of a marketer and the canvas of the designer has no shortage of emotions to play on. Why not use humour, surprise, sassiness, idealism, and other attributes to create a brand that is distinct? Why not take a mindful risk, an intentional departure, a true innovation in brand instead of simply toeing the line? (Representational image via Unsplash) of emotions to play on. Why not use humour, surprise, sassiness, idealism, and other attributes to create a brand that is distinct? Why not take a mindful risk, an intentional departure, a true innovation in brand instead of simply toeing the line?

With a wave of new Gen Z and Gen Alpha consumers entering the market, D2C brands need to understand that aesthetics like products, need to evolve too in order to stay relevant.

Dinner dates bite the dust as a new, modern dating era sets in

The dating app says that whether a user is looking for new friends, someone to hang out with, or a long-term partner, Tinder members have more control over who they connect with by having more insight into a potential match's intentions. In fact, 72 percent of Tinder members say they’re looking for someone who knows what they want. (Representational image via Unsplash)

The younger generation is adventurous and likes taking risks. At the same time, they’re sensitive and open-minded. This shows in their ability to come up with unique date ideas that sway away from traditional dating norms.

Sadoun-Sorrell Row: Publicis CEO Arthur Sadoun retaliates over Martin Sorrell’s comment on employee bonus

Sorrell is known for not pulling punches and has routinely and publicly criticised rivals, particularly his previous company, WPP that is the world's largest ad holding company. His unceremonious ouster from WPP in 2018 was one of the most controversial and talked-about happenings in advertising history.

Publicis had announced it was giving nearly $50 million as an ‘exceptional bonus’ to 45,000 staff to cope with rising inflation and cost of living expenses.

Discussions on Twitter India around cryptocurrency, the planet, fandoms, see a spike

As per a CNBC-TV18 report, since the $44 billion buyout, Twitter has failed to pay millions of dollars in rent for its San Francisco headquarters and London offices. Further, the company has been sued by multiple contractors over unpaid services, and to raise money has auctioned off everything, which includes bird statues, espresso machines etc. (Representative Image: Souvik Banerjee via Unsplash)

The Red Lab Report 2022 states that fans are no longer passive consumers but active participants and expect shared ownership which makes them a stakeholder in the creation.

‘Bisleri is veri veri extraordinari’: Evolution of Brand Bisleri’s advertising

Bisleri is a brand on everyone’s lips—not just the water in the bottle, but the name on its label. So just as people say Cadbury when they mean chocolate, Dalda when they mean ‘vegetable ghee’ and Pampers when they want diapers, they asked for Bisleri when they wanted packaged water, writes Sumanto Chattopadhyay

News of Ramesh Chauhan selling Bisleri to the Tatas got everyone talking about the ubiquitous drinking water brand. But it’s also a brand that’s had iconic and creatively effective advertising.

Ad volumes per match during ICC T20 World Cup 2022 saw 47 percent drop over 2021: TAM

s per TAM, ad Volumes per match during ICC T20 WC 2022 saw a drop of 47% over ICC T20 WC 2021. The number of categories that advertised last season fell from 48 to 46, followed by the number of advertisers that also saw a drop. The number of advertisers in 2021 was 57, while this year it stood at 50. Similarly, there were 84 brands that advertised in ICC T20 2021 and this year it was 80.

Between the two consecutive T20 World Cups, the ecom-gaming category was among the top five advertisers.

Nithin Kamath weighs in on Mercedes executive linking SIPs to low sales

Kamath has several times spread awareness on deepfakes and how they can be misused and the consequences can be grave. (Twitter via @CNNnews18) (Image source - Twitter via @CNNnews18)

Nithin Kamath was responding to a statement made by Mercedes India sales and marketing head Santosh Iyer where he claimed that if the money saved for SIP was diverted toward the luxury car market, the business would improve tremendously.