Author: Kashmeera Sambamurthy

PepsiCo’s Lay’s rolls out ‘No Lay’s, No Game’ campaign featuring brand ambassador Mahendra Singh Dhoni

As Dhoni knocks on different doors, he is received by a series of delightful reactions, ranging from astonishment to exhilaration and even frantic searches for Lay's. (Stills from the campaign)

In the TVC, Mahendra Singh Dhoni embarks on a unique quest, going door-to-door to check if fans have Lay’s stocked up at home while they enjoy every heart-pounding boundary, every nail-biting wicket, and every cheer-worthy moment on the field.

Shashi Sinha to get AAAI Lifetime Achievement Award 2023

In a leadership span of 25 years, Shashi Sinha progressed from being the head of Media at FCB Ulka to the CEO of all media units under IPG Media Brands in 2013.

Media veteran Shashi Sinha will join the ranks of past recepients like Subhas Ghosal, Alyque Padamsee, Mike Khanna, R K Swamy, Piyush Pandey and Sam Balsara, among others.

FCB Ulka bags Shoppers Stop’s creative mandate

With this win, the agency continues to diversify and safeguard its expanding portfolio of clients. This account will be managed by a team from mSix&Partners’ Delhi office, where the agency will leverage its ROI – centric proficiencies in new media to strategize and execute highly innovative media planning solutions. (Representative Image: Miikka Luotio via Unsplash)

The agency will be responsible for developing and executing all integrated marketing campaigns for Shoppers Stop, a fashion and beauty omnichannel retailer.

Metaverse and regulators: TRAI raises big concerns around metaverse

Across the world, authorities are pushing for more regulation of emerging technologies like metaverse, AI, etc. (Representative Image: Minh Pham via Unsplash)

TRAI bats for appropriate regulation to safeguard future generations so they do not “inherit a digital world polluted by predators, hate speech and mistrust.”

MAdtech Point: Decoupling of technology from data and inventory, the AdTech End Game

Since the purchase data is rich in granularity, it significantly increases these sites ability to use their own digital properties to sell advertising to brands, much like a media property would. These sites are now becoming a very valuable resource in a brands’ marketing mix as this helps to engage consumers efficiently. (Representative Image: Markus Spiske via Unsplash)

Conventionally, advertising technology has grown so far by bundling data and inventory with technology, where the cost of technology is recovered or subsidised.

Why advertising veteran Rob Norman is cautious about AI

Rob Norman has extensively worked in the area of digital marketing and has strong points of view on some of the recent buzzwords, like artificial intelligence (AI).

AI, in terms of the generative creation of text and video, will allow the infinite segmentation of ads to match the infinite segmentation of media. AI in both forms will also be used to abuse and confuse, says Rob Norman, former global head of digital at GroupM.