How it Works – Page 142

First Zomato, now McDonald’s under fire for questionable ads; McD’s ad was labelled “cute” and “creepy”

According to netizens, the McDonald's ad normalises “creepy” behaviour and creates a narrative that men can hit on women even in a professional setting.

Zomato and McDonald’s receive backlash for ads that seem to be normalising problematic behaviour and touching upon sensitive topics such as caste.

Boutique creative agencies dominate gaming ads as big players take a backseat

According to brands working with these boutique creative and ad agencies, they offer distinct advantages, including quick turn-around time, focus on niche verticals, tailored services and of course minimal processes. (Stills from ads)

Gaming companies turn to boutique ad agencies for specialized campaigns, leveraging the advantages of quick turn-around time, tailored services, and cost efficiency.

Weekly Shorts: Five ways for long lasting influencer relationships

By becoming "the one" for our customers, we create a foundation for a healthy, long-term relationship, which significantly boosts customer lifetime value. (Representative Image: Nick Fewings 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.

Zomato withdraws “Kachra” campaign after being called out by netizens

The ad campaign was criticised for being tone deaf towards marginalised castes. It also attracted flak from National film award winner film director Neeraj Ghaywan who called the Zomato ad "repulisve and casteist".

Zomato came out with a World Environment Day campaign which netizens found casteist thus calling into question at what length can brands go to for performative action.

9 in 10 B2B marketing leaders in India to increase use of Generative AI: LinkedIn

Microsoft detects fake students and school accounts, fake companies or organizations that have altered their firmographic data or concealed their true identities to evade sanctions, circumvent controls, or hide past criminal transgressions like corruption convictions, theft attempts, etc.

According to LinkedIn’s latest research, 87 percent B2B marketing leaders plan to increase the use of Generative AI to improve efficiency and create content.

Uber introduces advertising solutions in India

Through leveraging Uber’s first-party data and insights, Uber can surface interesting and relevant ads to users without compromising their privacy or experience, or sharing their personal data with advertisers. (Representative image: Riccardo Annandale via Unpslash)

Uber partners with Httpool by Aleph for brand partnerships.

Talented creates viral ‘Aadarsh Balak’ meme campaign for Myntra

Talented agency collaborated with Priyesh Trivedi to create a billboard campaign incorporating the best of both worlds–Adarsh Balak and fashion. The billboards stand tall across the streets of Mumbai until the 10th of June.

For the millennials, Adarsh Balak has been the poster child of subversion, quiet rebellion and self-expression. Precisely why it became one of the most culture-impacting pieces of art for modern day India.

Digital allows to scale and provides branding and targeting, hence it is a complete package, Anil Jayaraj, Viacom18

Anil Jayaraj, chief executive officer, Viacom18 Sports, says, "CTV is a critical part of our strategy going forward, even on IPL we had 125 million consumers watching on CTV. That is a massive number. It is significantly bigger than any high-definition television through linear TV and it is growing really fast."

IPL2023 has been massively successful and produced high peak concurrency due to free streaming on JioCInema, digital experience localisation of languages and democratization of advertising.

Flipkart joins list of brands that advertised in NYC’s Times Square

The report shows that in 2024, significant media opportunities arise for advertisers from major cyclical sporting and political events such as UEFA EURO2024 and the US presidential election, driving increased investments both at a market and international level. (Representative Image: Anthony Rosset via Unsplash)

Flipkart’s Big EOSS sale goes global with a Times Square billboard, joining other Indian brands that have amplified their messaging using DOOH in the iconic location.

Weekly Shorts: Ways to use influencer marketing for promoting sustainable travel and tourism

The opportunity to break free from the demands of work is also a compelling factor, as 57 percent seek respite from their professional commitments through travel. (Representative image by Erik Odiin 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.