Priyanka Nair – Page 31

Tupperware’s party may be over. Here’s why

During the Covid period, Tupperware saw an uptick in its sales and this may have dulled the company into believing that happy days were back. What they probably did not understand was that Covid had made people seek out safe places to go to and stay at home more often than not. This created a demand for more Tupperware-type products and the Tea Parties were popular again (Representational image by Arash Payam via Unsplash)

Brownie Wise, who was a housewife based in Florida, was a top seller of Tupperware. The founder of the brand made her head of marketing. She then evangelized the idea of ‘party plan marketing’. This idea built Tupperware into one of the most successful companies and Tupperware parties became part of American popular culture. However, the brand is currently facing an existential challenge. The big question our writer asks is, how long will the party last?

Storyboard18 Insider: Credit struggles, an influencer’s smart marketing move, people crisis at an agency

Catch all the inside industry stories and hot gossip on Storyboard18. (Representative Image: Mateusz Wacławek via Unsplash)

Get your fix of sizzling hot gossip and inside stories.

Ariel’s #ShareTheLoad: P&G India’s Sharat Verma and BBDO India’s Josy Paul on committing to a brand purpose

In an interview with Storyboard18, Sharat Verma, chief marketing officer, P&G India, and vice president - Fabric Care, P&G Indian subcontinent and Josy Paul, chairman and chief creative officer, BBDO India, share that #ShareTheLoad movement has been able to voice the right message and tonality because there is no template. (Image: A still from Airel's new ad film)

Procter & Gamble India’s detergent brand Ariel’s long-term advertising movement #ShareTheLoad is back. This time Ariel spotlights the long-term impact of the unequal distribution of chores on relationships. Storyboard18 caught up with the makers of the campaign.

IKEA India to onboard Leo Burnett India as its new creative partner: Sources

Independent shops and agencies from global network companies participated in IKEA'S pitch process in two rounds. (Representative Image: Zheka Kapusta via Unsplash)

On February 20, 2023, Storyboard18 was the first to report that IKEA is on the lookout for a creative agency in India.

Fantasy sports revenue to touch Rs 3100 Cr during IPL 2023: Redseer report

Most platforms have increased their marketing efforts before the IPL season to acquire and convert more users on the platforms.The report also stated that the average spends per user are expected to grow by 5-10 percent from Rs 410 per user in IPL 2022 to Rs 440 per user in IPL 2023. (Representative Image: Milos Tomasevic via Unsplash)

Redseer estimates that the gross gaming revenue of fantasy sports during IPL is expected to grow by ~30-35 percent to reach Rs 2,900 to 3,100 cr in 2023.

Creativity in God’s Own Country: What’s the advertising culture like in Kerala?

It is critical that agencies start enabling strong regional brands to shed their local moorings and identify new consumer contexts and conversation sets that are more pan-India. (Representative Image: Annie Spratt via Unsplash)

Agency On Map is Storyboard18’s new series that will feature agencies and the advertising culture of various regions of India. First up is the coastal state of Kerala. We see how creative shops there are attracting work and talent.

Why are independent advertising agencies aiming to go public?

Abhay Singhal underlined that AI isn't merely a tool to improve efficiency; rather, it serves as a catalyst for reimagining established paradigms. (Representative Image: Fab Lentz via Unsplash)

An IPO generates immense reach and recall in a country as diverse as India. However, it is a serious business decision and needs to be handled maturely.

82 percent of Indian brands still rely heavily on third-party cookies: Adobe

Since the purchase data is rich in granularity, it significantly increases these sites ability to use their own digital properties to sell advertising to brands, much like a media property would. These sites are now becoming a very valuable resource in a brands’ marketing mix as this helps to engage consumers efficiently. (Representative Image: Markus Spiske via Unsplash)

Adobe’s research shows that one in every two respondents (53 percent) agree that the ambiguity over cookie deprecation is causing an overall acceleration in the prioritization for readiness for a cookieless world. Storyboard18 gets the highlights of the report.

Digital shops, media agencies, influencer marketing platforms bet big on D2C services

The results are based on responses from 45 companies, with an estimated annual global ad spend of $60 billion. Seven percent of respondents are spending more than $50m annually on their in-house agencies, the same percentage spend $25-50m, 33 percent spend $5-$25m, 13 percent budget $1m-$5m and 27 percent spend less than $1m. (Representative Image: Tim Mossholder via Unsplash)

From Zoo Media to Wavemaker India to Qoruz, agencies are seeing the need for varied specialised direct-to-consumer services for both legacy and startup brands.

Wunderman Thompson South Asia promotes Raji Ramaswamy and Joy Chauhan

Raji Ramaswamy and Joy Chauhan will assume their new roles commencing March. Both will continue to report to Shams Jasani.

Raji Ramaswamy is the new chief growth officer and Joy Chauhan is the new chief client officer of Wunderman Thompson South Asia. Both will maintain their current responsibilities.