Category: How it Works

Will Women’s IPL be a moneyspinner like the Men’s IPL?

WIPL is now being looked at with a new lens by sporting pundits. Cricket is watched and played by millions of Indians. The Men's IPL made the game even more popular with audiences including millions of women.

Women’s IPL is a step in the right direction for gender equality and women’s empowerment: Rediffusion’s Red Lab report.

Democratising post-production: The future of the creator economy

Of late there are a few cloud collaboration platforms that have greatly helped to minimize any communication gap. But it would still require regularly uploading and downloading footage, exports, draft versions and other assets. The 2022 Adobe conference itself showcased several innovations that are meant to limit the mundane struggles of creators. However, the foundations of the industry haven’t been strengthened in a long time. We’ve just been renovating the structures above. This is a generation for whom every hour is rush hour. They’re constantly innovating, coming up with new concepts and surprising the world. (Representational image by Alice Donovan Rouse via Unsplash)

For the current generation every hour is rush hour. Is the production industry innovating fast enough to keep pace with creators of today and tomorrow?

Weekly Shorts: Is Facebook still relevant for influencer marketing?

The Facebook audience in India primarily comprises males accounting for 72.02 percent of the total audience base, and female users stand at 28.01 percent. Millennials (26-39) are the most active user base, winning over 55.16 percent of space. Further, GenX aged 40 to 46 plus occupy 14.58 percent of active users. (Representative Image: Glen Carrie 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.

How brands made a splash with movie associations

Minister for Information and Broadcasting carrying forward the vision of the PM, also recognised the Indian Cinema being a significant contributor to India's soft power, promoting Indian culture, society, and values globally.

Last year saw a record number of brands partnering with movies; FMCG, tech, and consumer durables led the way.

Pathaan in Ads: A timeline of Shah Rukh Khan and Indian advertising

Shah Rukh Khan is arguably Bollywood’s most loved cultural export who made it in one of the toughest industries of the country, that too without network and wealth. SRK is making a comeback after a series of personal and professional difficulties, all thanks to Pathaan

Shah Rukh Khan or SRK is not just Bollywood’s king but also a badshah of brand endorsements since the 1990s.

ASCI Ad Code: Industry body revises and tightens advertising, disclaimer guidelines for brands

Further, a disclaimer should not attempt to correct a misleading claim made in an advertisement. A disclaimer shall be in the same language as that of the claims of the advertisement, and in case of bilingual advertisements, the disclaimer should be in the dominant language of the advertisement. (Representative Image: Mailchimp via Unsplash)

ASCI’s updated guidelines say a disclaimer should be clearly readable and should remain on screen for more than four seconds.

Influencer marketing agencies set to tweak contracts, educate influencers to comply with govt rules

(From left to right: Influencers Mohammed Salim Khan (MSK) and Roshni Bhatia) The Indian Influencer market is expected to grow at a CAGR of 25 percent till 2025 to reach a size of Rs 2,200 crore. In a bid to comply with the government's new social media influencer norms and rules, agencies managing influencers have been conducting hygiene checks on contracts and educating their talent and marketers about the new rules.

Agencies handling top influencer talent have started working with legal teams to update and tweak contracts.