Kashmeera Sambamurthy – Page 295

Indian brands are tuning into ASMR. Here’s why

Food and grocery delivery app Swiggy, through its recent set of films, has also used ASMR as its central theme. Through this new series, the brand has created mukbang videos. Mukbang, a Korean word, is typically videos of people eating a large quantity of food. Viewers can see and hear the mukbangers eat burgers, chaat, french fries, and a lot more, for three minutes. Brands like Nescafe, Vistara and SKODA India, among others, have also marketed their products by leveraging the power of ASMR in the recent past

ASMR also called “brain massage” has opened up an interesting style of storytelling for brands to reach out to a newer set of consumers.

TV ads top ranking for conveying a positive impression of brands: GroupM report

TV retains a unique strength in building brand equity. Around 73 percent of audiences believe it is a brand’s responsibility to control where their advertising appears, as per the GroupM report.(Representative image via Unsplash)

In the APAC region, ads played on TV are ranked on top for conveying a positive impression of brands.

Coca-Cola India: After Thums Up and Sprite, Maaza to become a billion dollar brand

At present, the company has a range of over 20 products in India spanning everything from sparkling drinks, to coffee, juices, water and milk-based beverages. The beverage products include Coca-Cola, Diet Coke, Thums Up, Fanta, Limca, Sprite, Maaza, VIO flavoured milk, Minute Maid range of juices, Georgia, Aquarius, Schweppes, SmartWater and Kinley, among others

According to Coca-Cola India and Southwest Asia President Sanket Ray: “(Revenue from) Maaza will be around Rs 4.500-5,000 crore this year. It is in line to be a billion-dollar (around Rs 8,000 crore) brand soon. This year, we are facing pressure from higher mango prices.“It (Maaza) is expected to touch the (billion-dollar) mark by 2024, but if it does so in 2023, then that would be a bonus.”

Rs 5 lakh for a post: Finance influencers aka Finfluencers’ purses swell as content demand rises

Experts suggest that someday Indian finance influencers will come up with their own financial product where managing money would be easier. (Representational image via Unsplash)

As financial content is gaining popularity, finance influencers are seeing a sharp growth in their pay packages.

Elon Musk’s Twitter takeover raises concerns among marketers

Elon Musk, who earlier this year had dropped the plan to acquire Twitter citing a high number of fake accounts on the platform, had said that advertisers would not be able reach the customers they intended if Twitter was flooded with bogus accounts. According to Musk’s statements earlier this year, 10% of the platform’s daily active users who see ads are inauthentic accounts (Representative Image via Unsplash)

General Motors suspended its paid advertising on Twitter after Musk’s takeover, saying that the platform will change now and that it wants to understand the direction Twitter will take.

Anuj Tandon moves on from KRAFTON Inc to join JetSynthesys as CEO Gaming

JetSynthesys new CEO of Gaming, Anuj Tandon says, "We are on the cusp of the most transformative period for the gaming industry in India and have a once in a generation opportunity to build quality video gaming organizations from India."

Anuj Tandon will work with JetSynthesys’s founder Rajan Navani to strengthen the gaming business.

Does a country need to rebrand to stay relevant in modern times?

The idea behind branding has far surpassed its traditional uses and is now being used for everything. Even cities, regions and countries. Places such as countries typically have the same characteristics as any regular product or service. However, rebranding a country is a much more difficult thing to do as there are many limitations and restrictions that hinder the path. The big goal behind rebranding a country is to create awareness and curiosity about that country for investors, potential tourists, migrated workers and residents.(Representative image via Unsplash)

Rebranding of countries happens for many reasons. Culture, politics and emotional sentiments stand as the major factors.

CXO Moves: Diwali ushered new beginnings for execs at Philips, Perfetti Van Melle, The Parentinc and more

Get the full picture on people and their moves on the corporate jungle gym in CXO Moves. (Representational image via Unsplash)

Executive moves in the world of brands and agencies. Find out who’s moved up, in and out.

Simply Speaking: Brand Gestalt – going beyond positioning

In many ways, a brand is an illusion. It exists in our unconscious and in our feelings. But that - by itself - is powerful. These connections in the mind add real value to the products and to our lives. Wearing a fake Rolex will give us less pleasure than wearing the real thing. Take the Nike swoosh off a sneaker and it loses its magic. Why? Because value gets created in the mind. It must have emotional value to you. In this way, brands can add real value, beyond their physical product attributes. It is not water, it is Evian! (Representational image via Unsplash)

Gestalt refers to how the brain prefers to seek out the whole of something, rather than the individual parts. Brand Gestalt represents the whole of the brand – it’s the complete picture.

Bookstrapping: ‘A Case Of Indian Marvels’, edited by David Davidar

‘A Case Of Indian Marvels’, an anthology of short stories that meet one simple criterion - “I read a line and I liked it enough to read the next.” Perhaps a very simple yardstick but effective nonetheless

Literature is about facilitating a broader understanding of the world around us – and while non-fiction may claim hegemony over this – fiction such as this, is truly special. Bookstrapping Rating: 3.5 stars.