Author: Kashmeera Sambamurthy

Polyamoryfication of adland: Why are brands getting together with multiple agency partners?

Specialized agencies with unique capabilities are becoming essential in helping companies connect with younger consumers across emerging platforms. (Representational image: Burkhard Kaufhold via Unsplash)

The trend of multiple agencies being hired by marketers can be attributed to multiple factors including customer segmentation, younger cohorts and legacy agencies falling short on the promise of integration. Specialized agencies with unique capabilities are becoming essential in helping companies connect with younger consumers across emerging platforms. The trend of multiple agencies being hired by marketers can be attributed to multiple factors including customer segmentation, declining attention spans of younger cohorts and legacy agencies still stuck in old ways of brand building.

PepsiCo-owned Mirinda unveils new visual identity

Mirinda's new visual identity will be rolled out across the leading 20 international markets from May 2023, with many featuring their native languages on the cans. (Image source: PepsiCo)

The visual identity was developed by PepsiCo Design and Innovation “to ignite creativity”. A new global brand platform, ‘There’s no flavour like your flavour’ was also unveiled.

Meta launches #MadeonReels program for brand marketing in India

Meta also rolled out reels on Facebook in 2022, allowing users to create and watch videos clips from creators. One could also view public reels from Instagram, if the creator chooses to recommend it on Facebook. (Image source: Unsplash)

Meta is also inviting briefs from brands across verticals to be a part of this program.

MG Motor India appoints Tilt Brand Solutions as its creative partner for MG Comet EV

Tilt Brand Solutions also won the mandate of manufacturing and hospitality company Kohler India. The agency has been entrusted with conceiving, creating and executing an always-on brand and communication programme for the company’s entire portfolio. (Still from an ad)

Tilt Brand Solutions’ mandate will include conceiving, creating and executing a through-the-line brand and advertising programme for MG Comet EV.

Swiggy’s VP of marketing Ashish Lingamneni quits; Aparna Giridhar replaces him

Ashish Lingamneni comes with an experience of 15 years and started his career at Deloitte Consulting as business technology analyst. From there, he moved to Colgate Palmolive and he joined Johnson & Johnson (J&J) as a management trainee. He held various roles at J&J, and his last role was customer marketing manager. Before joining Swiggy, he was with Ola’s marketing team. (Image source: LinkedIn)

Ashish Lingamneni plans to explore the world of AI and technology in his next stint. Recently, Saurabh Nath, Swiggy’s head of brand marketing also quit.

#TBH: Digital news publishers’ big chase for elusive revenue

While the US media body has been quick to perceive the fresh threat to their business, AI could open another battle front for digital news publishers in India as well. (Representative Image: Clay Banks via Unsplash)

By the end of this year, digital media will overtake TV ad spends cornering 40 percent ad share. This will increase further to 45 percent by 2024. But even with advertising money rapidly shifting from print and TV to digital, online news publishers in India are a discontented lot faced with the challenge of building sustainable businesses.

Why nostalgia works in advertising?

Nostalgia marketing can be particularly effective in reaching multiple generations. By tapping into elements of the past that resonate with different age groups, brands can create a sense of shared experience that crosses generational lines. By using nostalgia, brands have created campaigns that connect with both older and younger generations and create a sense of shared experience. (Image source: Parle-G - Parel Products, Coca-Cola - Jonathan Borba via Unsplash, Apple ad - YouTube)

Being powerfully associated with positive effects on consumers’ psychological well-being, the integration of nostalgia in brand marketing increases feelings of social connectedness and divulges a sense of meaning and purpose.

Shemaroo Entertainment ropes in Anuja Trivedi as chief marketing officer

Anuja Trivedi brings over 15 years of rich experience in strategy and media and entertainment industry, having held senior leadership roles in reputed organizations such as Disney Star, World Gold Council, McKinsey & Company, Morgan Stanley and PwC.

In her new role, Anuja Trivedi will lead the company’s overall marketing strategy and will be responsible for driving business growth, leading strategic initiatives and strengthening consumer engagement.