Kashmeera Sambamurthy – Page 251

Storyboard18 Impact: MIB warns against increase of betting ads on outdoor media

For quite some time now, companies like 1XBet, DafaBet, Fairplay, Parimatch, and Betway have been ramping up their advertising efforts in India, coinciding with the action-packed events like Indian Premier League cricket season, World Cup and others. In fact, they have been using the GST chaos for moment marketing purposes as well. Platforms like Fairplay have been using influencers to promote features such as '24X7 winning withdrawal, no GST, and referral code bonuses’.

The I&B secretary has written to all chief secretaries of states, urging them to tackle the rise in gambling and betting by curbing outdoor ads. The development comes in weeks after Storyboard18’s deep dive offshore betting firms’ marketing.

How Pan Parag was positioned as a social product (much like coffee)

Pan Parag attempted to appeal to an “Indian” audience with an “Indian” product. In the 1980s, dowry was freely discussed and denounced in equal proportion in the cultural context of that time. Pan Parag explored how it could gently oppose the giving and receiving of dowry, while using Pan Parag as an ice-breaker and social lubricant between two families. (Stills from the ad)

A look back at advertising that echoes social concerns: from “Ghabraye nahi, Hume khuch nahi chahiye” to “Badal Life ki Raftaar”.

Marketing Mocktail: Brief or Grief – the creative brief explained

A good brief is like ‘an ad for creative people’- insightful, inspiring, and igniting. (Representative Image: Sticker Mule via Unsplash)

Putting together a good brief is a dying art which needs to be revived. We keep indulging in the over optimism of giving a bland brief and hoping for exciting creative work in return.

How Appographic targeting plays an important role in maximising brand reach

The rental services category witnessed 47x growth during Jan-Jun’23 compared JanJun’22, followed by energy drink and hosiery with 46 times and 8 times respectively. (Representative Image: Taras Shypka via Unsplash)

Appographic targeting focuses on users’ app interests and types of app that better helps marketers to identify the audience of their needs and wants.

CXO Moves: Exec movements at Jet Airways, Nykaa, McCann Worldgroup, Paytm, Havas Media Group India, Carat India and more

Get the full picture on people and their moves on the corporate jungle gym in CXO Moves. (From left to right: Sanjiv Kapoor, Varghese John, Neha Agarwalla and Sangeet Chaudhary)

Executive moves in the world of brands and agencies.

Biz Moves: Starcom India, Tilt Brand Solutions and DViO Digital

Publicis Groupe India’s Starcom India won the account of More Retail, where the responsibility will include coming up with a brand marketing strategy, designing a roadmap, and bringing in valuable, enriching media-led brand experiences and deep insights on the business. (Representative Image: Gene Devine via Unsplash)

Keep up with all the key business wins and the account movements.

Akshay Kumar: I’ve been wearing athleisure when people didn’t know what athleisure is

Athleisure has picked up since the pandemic as hybrid working has pushed consumers to opt for comfort clothing. The company wants to start its expansion journey from urban centers and then take it to Tier 2-3 markets. (Still from an ad)

Akshay Kumar launches flagship store after introducing his athleisure-wear brand Force IX earlier this year. Plans to expand to ten stores by the end 2023. Storyboard18 caught up with Kumar on the sidelines of the store launch.

Throwback: Raymond’s journey to ‘The Complete Man’

Each television commercial was an event or scene from ordinary life, largely without any dialogue or voiceover, except for the gentle melodious notes of the theme music. Some of the commercials were poignant, some warm and some just fun. Each advertisement showed various facets of a complete man. He did not flaunt, nor show off, he just was. (Stills from ads)

Raymond’s advertising is a great example of using self-concept in building a brand. The advertisements showed the quiet confidence of a man who wore Raymond’s. He embodied the very aspects of being a good human.

Bookstrapping: Can the mind be quiet?

Steve Jobs famously said that we must do that which we enjoy. Krishnamurti emphasises that doing something of enjoyment is love itself. In love, there is no conflict. Only when the fear of losing what you're experiencing sets in, is there conflict. (Image source: Amazon)

Written by Jiddu Krishnamurti, philosopher, speaker and writer, the book throws light on the difference between knowledge and learning, the definition of intelligence, the beauty of meditation and various other aspects. Rating – 4 stars

Godrej Consumer Products acquires Raymond’s FMCG business

The RCCL FMCG business is being sold to GCPL along with the trademarks of Park Avenue (for the FMCG category), KS, KamaSutra and Premium. (Representative Image: Cytonn Photography via Unsplash)

As per Sudhir Sitapati, managing director and chief executive officer of GCPL, “Raymond is a leading player in the deodorants and sexual wellness categories with brands like Park Avenue and KamaSutra. This acquisition allows us to complement our business portfolio and growth strategy with under-penetrated categories that offer a long runway of growth.”