How it Works – Page 154

Marketing Mocktail: Consumer as brand manager – brand co-creation explained!

Wieden+Kennedy is an independent global creative company with offices in Amsterdam, Delhi, London, Mexico, Mumbai, New York City, Portland, São Paulo, Shanghai, and Tokyo. (Representative Image: Nick Fewings via Unsplash)

Brand co-creation means brands collaborating with consumers to come up with products and content. But how does it really work and when does it not? Find out.

IPL 2023: Traditional advertisers set to overtake new-age players in IPL 2023 advertising pie

The long-time sponsor Tata Group, the title sponsor of the tournament, will be promoting their EV offering Tiago.ev during this IPL season. As the official partner, the brand will effectively utilize the Tata IPL platform to not only display the new Tiago.ev across all 12 stadiums but also launch interesting initiatives such as the ‘100 reasons to go.ev with Tiago.ev’ campaign. Conceptualized by FCB Ulka, this campaign focuses on consumers' top mental barriers towards EV adoption and addresses them through a series of light-hearted, relatable instances.(Image source: Indian Premier League (@IPL))

As new-age internet companies adopt a more cautious approach to advertising, traditional advertisers are gearing up to go all out on IPL advertising.

Climate change poses threat to India’s wellbeing, Technology ensures sustainable future: Mubadala report

The Ministry has achieved 100% target in disposing Public Grievances, Public Grievance Appeals, and has disposed 21 MP references, 2 PMO references and 7 Parliamentary Assurances. (Representational image by Markus Spiske via Unsplash)

Climate change outstrips other megatrends as the greatest threat, impacting health, the environment and business, with India strongly feeling that this requires a transition to a low carbon economy, at 92 percent. India sees digital technologies presenting the greatest opportunity to advance wellbeing.

How companies can unlock emotions through data empathy

Although data can provide businesses with a strategic direction, it is empathy supported by context that can lead to meaningful success. Empathy is the most crucial factor in any long-term success we can derive from data. It empowers enterprises to make a positive impact on a customer’s day, thereby helping enterprises to acquire customers for life. Businesses that show empathy to their customers, in turn, receive empathy from customers. Even a minor gesture in the right direction can create a great difference. (Representative Image: Jon Tyson via Unsplash)

Data can enable enterprises to gain knowledge about customers and their preferences, it cannot provide insights into the reasons behind these preferences without context.

Bang In The Middle’s Prathap Suthan on why he will never quit being a copywriter

"I am in advertising. I am in creative. I am a copywriter. And I am not quitting this business. Neither should you. Not now. Not ever." - Prathap Suthan, CCO, Bang In The Middle

Copywriting is one of the professions in danger with AI tools taking centre stage. Prathap Suthan, CCO, Bang In The Middle talks about the importance of copywriting in advertising and why the ad industry will always need copywriters.

Hair gummies, protein powders get influencer push as brands eye India’s nutraceutical market

Clearly, the beauty and wellness category is thriving, with new brands entering the India market. Intense competition and the need to grab consumer attention could also lead to companies making tall claims. (Representative image by Aron L via Unsplash)

While such brands have swamped the market, there have been many complaints about misleading promotions by influencers as well.

Small-towners, women drive digital viewership: BCG-Meta Report

Aligned with its refreshed identity, Lionsgate Play will continue strengthening its connection with the viewers and offering a seamless entertainment experience that they can trust. (Representational image via Unsplash)

The report states that 80 percent of content-related research occurs online before content viewing with digital discovery and engagement playing significant role for both linear TV (LTV) and OTT.

Marketing Mocktail: Brand as rubber band- brand extensions explained!

When Toyota decided to enter the luxury car segment to compete with Mercedes, BMW, and Audi, they did not extend the Toyota brand, but went with a new brand instead-Lexus. The reason was clear. Toyota is a mid-market brand built around quality, reliability, and price value. It would have been too much of a stretch to move the brand into the luxury and high-performance territory. In fact, Toyota and Lexus are completely delinked and operate as separate businesses. (Representative Image: Kenny Eliason via Unsplash)

Before marketers get into stretching brands, they must ask and find answers to three fundamental questions.

Dinosaur in the room: New-gen ad leaders say ad clubs caught in a time warp, demand credibility, agility and relevance

Executives highlight that the biggest challenge is relevance because many young professionals don’t even know about various ad bodies. They also say there is a greater need for mentorship and guiding young talent through regular workshops and knowledge sessions which associations can actively look at organising. (Representatuve Image: Arseny Togulev via Unsplash)

Younger CXOs believe that the ad industry associations and bodies need to shift their focus on what matters to young professionals and work on addressing various challenges that modern agency businesses are facing.

Weekly Shorts: Influencer Marketing Brand and Influencer Growth Q1, 2023

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.

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.