Author: Kashmeera Sambamurthy

BYJU’s, Messi and FIFA: What to do and not to do when picking a brand ambassador

The long-term engagement, which began as Lionel Messi embarked on his final campaign to win the FIFA World Cup 2022 as captain of Argentina’s national football team, was to see him feature in campaigns promoting Byju’s Education For All, Storyboard18 reported.

Edtech major Byju’s got a lot of flak for signing footballer Lionel Messi as its global brand ambassador. Experts weigh in on what factors to consider and mistakes to avoid when selecting a brand endorser.

Amazon Prime goes all out advertising the upcoming India-New Zealand cricket series

As a part of the multi-year partnership, international men’s and women’s cricket matches played in New Zealand across all formats will be available on Prime Video India (Stills from ads)

MPL, Nescafé, Noise, OLX Autos, and Vida have come on board as associate sponsors and brands like AMFI and DBS will advertise during the tournament.

Biz Moves: Bharat Media Group, Gozoop Group, Puretech Digital, Oktobuzz, Filter Coffee Co

Bharat Media Group OOH mandate for financial services company Muthoot Finance; Gozoop Group won the integrated mandate for Chinese technology company Ecovacs Robotics; and Oktobuzz won the digital marketing mandate of Tata Enterprise’s online shopping site Westside. (Representative Image via Unsplash)

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

Bookstrapping: Dungarpur: A Glorious Century by Samar Singh

The rulers of Dungarpur were progressive. For instance, Maharwal Uday Singh (1846 to 1898) worked to stop the practice of female infanticide and Sati, which were extremely common in Rajasthan. He was also an active participant in the social and economic reform of his people. (Image: Amazon)

Here’s a book that focuses on the stories of the last three rulers of Dungarpur. If you are a history buff, do pick this up. Bookstrapping rating: 3 stars.

Throwback: The making of Campa-Cola’s maiden television ad

Kailash Surendranath recalls that in those days, models were seen as stars and advertising was considered as an aspirational profession. After much research and auditioning, Aarti Gupta and Ayesha Durt, Vanessa Vaz, Shiraz Merchant, Sunil Nischol and Salman Khan came on board. (Stills from the ad)

Storyboard18 explains how Salman Khan got his first ad break, why Kailash Surendranath had to dive in the Andamans to shoot the commercial and more. Read on for all the details.

We want to make Biryani By Kilo a Rs 1,000 cr firm in the next 2-3 years: Vishal Jindal

Dum Laga Ke India, The web series will play on digital platforms, which include Disney+Hotstar, YouTube, etc. It will be a four-part series that will tour Bengaluru, Hyderabad, Kolkata, and Mumbai. Achievers from different fields will host the show in each city

In order to achieve this, and to evangelise the brand across the country, Biryani By Kilo is putting together a food and travel show for OTT platforms, that will be hosted by celebrities.

Dark patterns are the latest threat to consumer protection, observes ASCI

Taking note of the growing global concerns around such practices, ASCI formed a 12-member task force comprising stakeholders from different tech platforms, legal experts, civil society and domain experts. The task force examined key issues related to dark patterns to understand which of these practices potentially violate the ASCI code which inter-alia states: “Advertisements shall not be framed so as to abuse the trust of consumers or exploit their lack of experience or knowledge." (Representative image via Unsplash)

Not all dark patterns fall under the domain of advertising and hence may be out of ASCI’s remit, however, they could amount to unfair trade practices which compromise consumer interest, says the the self-regulatory body.

Content, commerce and community key media trends in 2023: Dentsu report

In terms of content, the Dentsu states that the speed of the shift to digital platforms shows no signs of slowing down especially in the video on demand and gaming sector. The changes in the general economic landscape will lead consumers to evaluate the number of platforms and associated costs linked to subscriptions. (Representative Image via Unsplash)

For the second year running, the agency has collectively gathered and published the insights and predictions of all its global media agencies into the 2023 Media Trends guide for marketers.

How Santoor is staying relevant in a hyper competitive market like India

In 1985, Santoor was launched as a soap with ingredients like sandalwood and turmeric. Santoor was relaunched with its classic sandalwood and turmeric soap Santoor Orange and introduced a new campaign which was developed by Fortuity Communications, an event management, advertising and marketing company.

The vice-president, marketing, of Wipro Consumer Care and Lighting shares with Storyboard18 his views on the recently relaunched classic product , the consumer insights they garnered, who constitutes their target audience, how do they stay relevant, and much more.