Author: Kashmeera Sambamurthy

TV advertising volume in 2022 surpasses pre pandemic levels: TAM

Operating EBITDA came in at Rs 137 crore for the financial year ended March 2023 as against Rs 1,080 crore in the previous year. EBITDA is earnings before interest, tax, depreciation and amortisation. (Representational image via Unsplash)

Food and beverages turned out to be the leading sector with 21 percent share of ad volumes in 2022.

Weekly Shorts: How YouTube and its influencers stay relevant and at the top of their game

In 2021, influencers generated 20M posts, which increased by 2.21 percent to 22M in 2022, the greatest growth in the SEA area. It shows that with the rising popularity of short and long-form videos, companies and content producers view YouTube as a platform for sponsored partnerships and building multiple touchpoints with users. (Representative Image: Rachit Tank 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.

Home Credit India’s Ashish Tiwari: As a marketer, you need to be able to celebrate consumers’ lives and achievements

Ashish Tiwari says, "The entire category of finance is based on trust. Trust and transparency is the code of the category. What is necessary is how a brand communicates the right message to the consumers at the right time which is easier to comprehend." (Image source: LinkedIn)

Ashish Tiwari, chief marketing officer of Home Credit India on the supremacy of trust in building BFSI brands, marketing trends, Web3, finfluencers and more.

G.O.A.T Brand Labs acquires Chumbak, four other D2C brands

With these acquisitions, G.O.A.T Brand Labs' portfolio now includes 20 brands including The Label Life, TrueBrowns, Pepe InnerFashion, Abhishti, Neemli Naturals, NutriGlow, Voylla, Pet Crux, etc.

G.O.A.T Brand Labs, a roll-up e-commerce startup, plans to make Chumbak a Rs 500 crore brand by 2025.

ZEE signs key advertisers for inaugural edition of DP World ILT20

The co-developed framework allows GroupM Nexus’ team of commerce experts to evaluate where marketers are in their respective Amazon Marketing Cloud journeys. (Representative image: Vardan Papikyan via Unsplash)

Paytm, Kurkure Playz, Kent RO, Gulf Oil are some of the advertisers for the first season of the tournament that kickstarts on 13 January.

Edtech Advertising: ASCI’s report on bad practices in edtech ads points to deeper issues

The industry body states in the latest report that like traditional education ads, edtech ads overemphasise marks and ranks, with mathematics and science dominating the subjects depicted in advertisements. (Representative Image: Ahmed Hindawi via Unsplash)

ASCI flagged off edtech brands for ads full of tall claims, stereotypes, over-emphasis on marks/ranks, perpetuating an unhealthy view of education.

Edtech ads: ASCI flags off edtech brands’ advertising for tall claims, stereotypes, focus on marks and ranks

ASCI's report states that while the marks-linked narrative is not unique to EdTech, spending crores of rupees in perpetuating this narrative can be considered undesirable for society at large. This pattern is seen as problematic by several experts and parent groups that are able to look beyond the immediate impact of advertising promises. (Representative image: Compare Fibre via Unsplash)

ASCI released EdNext a study to spotlight edtech brands’ bad practices and attempts to lay down a responsible approach to edtech advertising.

Ex-Sharechat exec Ajit Varghese joins Disney Star as head of network advertising sales

He would also be looking at developing the long-term vision and defining the strategic direction of the sales organization in his new role, said an official statement from the television network. Varghese would be reporting to K Madhavan, president and country manager, Disney Star

Ajit Varghese was the chief commercial officer at ShareChat and Moj. Prior to this, he headed WPP’s Wavemaker as the global president.