How it Works – Page 140

ZEE-Sony merger inches forward as NCLAT disposes of IndusInd’s appeal

The insolvency proceedings filed by IndusInd bank would have had great ramifications on the merger if not disposed of by NCLAT. The merger would have been stalled indefinitely as the creditors would have gained control and started scouting for a buyer.

However, obstacles remain, as the matters before the SEBI and the SAT can still trip up Punit Goenka’s helmsmanship of the merged entity, and significantly delay matters.

Influencers’ influence waning? GenZ listen to friends over social media influencers

Gen Z segment has a distinct aesthetic that impacts their brand choices, which have been driving fashion trends – crop tops, ribbed dresses, chunky sneakers, and baggy jeans. (Representational image by Laura Chouette via Unsplash

Gen Z consumers are 50 percent more likely to take their friends’ recommendation over an influencer or a celebrity while making a purchase decision, revealed a study from Yuvaa.

Virtual influencer: The rise of unreal and un-relatable influencers

Virtual influencers provide enhanced brand control, as they can be designed and curated to align precisely with the brand's image and messaging.

Virtual influencers or CGI influencers are fictional computer generated ‘people’ who have human characteristics, features and personalities.

Fantasy sports made Rs 2,800 crore in gross revenue during IPL 2023: Redseer

Hotstar, once proud of its impressive milestone of 150 million monthly active users, was experiencing continuous growth, largely driven by its exclusive streaming rights to the Indian Premier League (IPL). However, this growing user base turned into a significant challenge when Hotstar lost the streaming rights of IPL to Reliance's JioCinema.

The report also highlighted that a total of Rs 10,000 crore was spent on advertisements during the IPL 2023.

Influencer marketing in the spotlight: Balancing regulation and government collaboration

Goafest 2024 will be a three-day extravaganza, showcasing the pinnacle of creativity, knowledge, and networking in the advertising, marketing, and media industry.  (Representative Image: My Life Through A Lens via Unsplash)

Minister Piyush Goyal met with 50 influential digital content creators to explore partnerships and collaborations for government schemes

Weekly Shorts: Here are emerging influencer marketing trends of 2023

Brands, too, realise the power of meaningful bonds in driving customer purchase decisions. Pizza Hut, Muddy Bites, Canon, and Budweiser are some big-name brands prioritizing authentic influencer content. (Representative image: Karsten Winegeart 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.

Income Tax Department cracks down on social media influencers for tax evasion

According to the report, microinfluencers were the fastest-growing category within the sector last year, up 30.5 percent from the year before compared to macroinfluencers at 27.7 percent.

Under the new regulations, influencers with an income of Rs 2 lakhs and above annually are subject to a tax rate of 30 percent on their gross income.

Google, Amazon and YouTube rank as most meaningful brands in India: Havas report

Ad agencies don’t really have a reputation for maintaining work-life balance. A lot of industry folks see this as a welcome change. Riya Ahuja told us that a thoughtful strategy is required to nurture a people-oriented approach in advertising companies that have difficulty with work-life balance. (Representative Image: Jon Tyson via Unsplash)

High scores show that Gen Z is not just the happiest (71 percent) and most optimistic (70 percent), but they are also very determined in expressing their sense of self. Brands that help them express their individuality meaningfully outperform other average brands by 66 percent.

Influencer marketing industry projected to be worth $2.8 – 3.5 Bn by 2028: Redseer report

Influencer marketing has gained much momentum in last 12 months as it helps brand improve its reach to their target audience more effectively. With an estimated 3.5 to 4 Mn influencers to choose from, brands need a robust solution to discover and engage with the right influencers and overcome existing challenges in the market.

Not an endorsement: Rajeev Chandrasekhar on ad featuring finfluencer using govt logo

One of the concerns cited by these organisations is that OTT service providers are already regulated under the IT Act 2000 which will be replaced by the upcoming Digital India Act (DIA). Therefore, such consultations should form part of Digital India Act and any other additional consultations by regulators like TRAI will also lead to overlap of regulatory structure. (Image by Jessica Tan via Unsplash)

The IT minister clarified on Twitter in response to an ad on digital safety featuring fininfluencer CA Rachna Ranade along with the Ministry of Electronics and Information Technology and G20 logos.