Author: Kashmeera Sambamurthy

Weekly Shorts: 5 unique 4th of July influencer marketing campaigns by brands

The 4th of July is indeed an important event for American families. But it is an equally essential marketing opportunity for brands to establish an emotional connection with customers. (Representative Image: Hugo Ruiz via Unsplash)

What’s buzzing in influencer marketing and the creator ecosystem? What’s the next big thing coming down the line? Catch the big trends and hot topics in our weekly shorts.

Sony takes SEBI order seriously, will monitor developments that may affect Zee merger

The insolvency proceedings filed by IndusInd bank would have had great ramifications on the merger if not disposed of by NCLAT. The merger would have been stalled indefinitely as the creditors would have gained control and started scouting for a buyer.

Sony does not explicitly say that the deal is off, and legal experts indicated the process may get delayed.

Mars Wrigley’s Varun Kandhari decodes consumer trends, rural market demands, and more

Varun Kandhari of Mars Wrigley explains, "A better measure of personalisation is having an addressable content which is specific to the medium. Gone are the days when there would be one content and some versions of those content would be replicated on different mediums. Now, I think the true personalisation or addressable media would mean that you have content which is specific to the medium you are choosing."

Varun Kandhari, director, marketing and customer marketing, Mars Wrigley says India is a key market for the confectionery giant. He says that the new campaign for Galaxy will take it further to a wider audience with the association of Kiara Advani as the brand ambassador.

Remembering iconic adman Sylvester daCunha: Tributes from R S Sodhi and Manish Jhaveri

Sylvester daCunha, who started daCunha Communications in 1969, it is today one of the oldest and longest running Indie agencies which keeps daCunha’s tradition alive by continuing with Amul’s topical campaigns. (Image source: Twitter - Amul)

Storyboard18 interviewed the former managing director of GCMMF (Amul) and the creative consultant at daCunha Communications, who shared personal anecdotes and highlighted Sylvester daCunha’s invaluable contributions to the field of advertising.

Patanjali Foods wants to be one of top 2 FMCG companies in a few years

As per the affidavit, the idea behind the ad in question was to promote the ayurvedic products which are based on age old literature/material backed by scientific research. (Image source: Moneycontrol)

Emphasising on not wishing ill for anyone, Ramdev said Patanjali has has left all MNCs behind, except Unilever. He said the company has reached 200 crore people across 200 countries.

Wunderman Thompson elevates Vijay Jacob as managing partner – East and South

Jacob has a proven track record of handling key businesses and has worked extensively in the South. This includes leadership roles in agencies in Bangalore and Chennai, and partnering with leading clients such as Britannia, ITC Foods, 3M, UB, TVS Motors.

Vijay Jacob has more than two decades of experience and has worked with ad agencies like Mudra Communications, Grey Group and Bates 141.

India leads the list for top 5 emerging markets for Bacardi: Zeenah Vilcassim

The ‘ItsAMood campaign’ campaign showcases local culture in various Indian cities through TV commercials, digital platforms, influencer collaborations and experiential events. By leveraging ATL (above the line) media, including TV, cinema and out-of-home advertising, Bacardi aims to reach a wide audience and celebrate the unique moments that resonate with consumers. (Stills from the ad)

On the back of a milestone of growing their business sixfold in the next seven years, Bacardi unveils its first tailored campaign for India.

22feet Tribal Worldwide bags the digital mandate of Lumina CloudInfra

The German engineering major sees decarbonisation as a major theme globally. In India, it sees more opportunities in the digitisation of small and medium enterprises. (Representative Image: NordWood Themes via Unsplash)

As per the mandate, the agency will look into supporting the data center platform’s digital presence.

Havas Media bags inDrive’s integrated media mandate

Raj Hadvani, wholetime director and chief executive officer, highlighted, "In the highly competitive and impusle buying snacking category, we believe that Gopal Snacks has the potential to cater to every consumer across India and the globe with our unique taste and quality. Scarecrow M&C Saatchi's competence in understanding brand, contemporary strategising and storytelling makes them perfect growth partners." (Representative Image: Mauro Gigli via Unsplash)

Havas Media will drive the brand’s offline (OOH, radio, print, TV) and online media strategies, and enhance public awareness and visibility.