Author: Kashmeera Sambamurthy

Biz Moves: Digitas India, Social Panga, Sociowash and Sociomark

The scope of work includes services such as content planning, digital marketing strategy, social media management, search engine optimisation (SEO) and online reputation management (ORM), along with the agency offering its paid media services.. (Representative Image: Tom Briskey via Unsplash)

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

GCPL invests Rs 100 cr in early-stage consumer startup fund

The funds will be used to continue deepening SingleInterface's portfolio of hyperlocal marketing, engagement, and commerce products, particularly around advanced audience segmentation and personalized re-engagement. It also plans to use the capital to build its portfolio of AI-driven products. (Representative Image: markus Winkler via Unsplash)

The company will anchor Early Spring, a new early-stage fund being set up by Spring Marketing Capital.

India is an incredibly important market for us: Brand USA

As per Brand USA's Jackie Ennis, "In 2022, India was the fourth-largest source of international visitors, excluding Canada and Mexico, with 1.256 million visitors. This number was only about 15 percent down from our 2019 numbers, which were the highest we had seen. The spend from Indian visitors is also incredibly strong, making them an important market for us."

To market the US as a destination and increase the number of incremental visitors from India, Brand USA is determined to find a way to collaborate with Indian creators.

IPL 2023 opening match on Disney Star sees sharp drop in TV ratings: Is the popularity of IPL on TV declining?

The highly anticipated opening match between Chennai Super Kings and Gujarat Titans failed to impress the audience, with a meager 22 percent reach [BARC, 2+ (Urban + Rural)] as reported by BARC. This marks a notable decrease from the reach recorded during the previous two editions of the IPL, which stood at 23.1 per cent and 18.3 percent respectively. (Image Source: Twitter handle of Indian Premier League - @IPL)

IPL’s opening match drop in ratings looks like a repeat of last year’s story.

Weekly Shorts: How momfluencers can garner positive engagements for brands

Working with the right mom influencers is important to convey the right brand message while creating positive associations for the products. Many mom influencers try to be perfect and forget to connect with their audience, which negatively impacts people's mental health. (Representative Image: Jon Tyson 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.

Gold Spot: When ‘The Zing Thing’ restored the brand’s lost market share

The commercials were rolled out on national TV broadcaster Doordarshan in both Hindi and English. The 1985 campaign was immensely popular and became one of the most successful for soft drinks by Rediffusion. The campaign helped Gold Spot make a grand comeback and restore its lost position in the market. A notable aspect of the series of commercials was that none of them featured celebrities. (Stills from the ads)

Can nostalgia help Gold Spot if it were to be brought back today, just as Campa was? Back in the 1980s, Gold Spot was perceived as a drink for children but after the arrival of Rasna, it started to lose market share. Storyboard18 got in touch with the creative folks who then successfully repositioned Gold Spot among teens.

Gaming companies ride cricket frenzy with huge marketing spends this IPL season

IPL has seen campaigns galore this season. Everyone from Dream11, which onboarded actors Aamir Khan, R Madhavan, and Sharman Joshi as ambassadors, to cricketer Deepak Chahar’s new fantasy game platform TFG (Trade Fantasy Game) and many others have IPL campaigns this season. (Representatuve Image: Sam Pak via Unsplash)

Gaming and e-sports firms are estimated to spend almost Rs 2,000 crore during this Indian Premier League season as they look to tap into the franchisee’s massive audience reach.

Pidilite’s CMO Vinay Subramanyam quits: Storyboard18 EXCLUSIVE

Vinay Subramanyam also worked with Kellogg Company as the national sales development manager, where he led the sales development and trade marketing function. Among many other things, he also pioneered sales automation for the company.

Vinay Subramanyam, who has over two decades of experience, previously was with Britannia.