How it Works – Page 165

Marketing Trends 2023: Wavemaker India spotlights Big Tech, Apple, Jio, e-commerce, AI

Jio Ads has the potential to emerge as one of the top advertising platforms in the country. Jio could accelerate social commerce and brands could look at potential partnerships. (Representational Image: Jiroe (Matia Rengel) via Unsplash)

Key takeaways from Wavemaker’s India report on potential disruptors that could impact marketing in 2023.

The ChatGPT impact: Should marketers and copywriters be worried?

(Representational Image: Omar Flores via Unsplash)

Seasoned creative professional Prathap Suthan writes on what agency life and marketers’ briefs will look like in the ChatGPT era.

Women’s IPL: A new playground for brands looking to ride on another cricket property

Major drivers can be brands that are sports-centric, health and hygiene-based, and women-centric, pointed out Arundhuti Dhar, Manager, Campaign Management, ITC Limited. (Image source: BCCI)

Brands are gaining one more playground looking to leverage a cricket property.

Cannes Lions 2023 embeds sustainability across the Lions advertising awards

Since 2015, Cannes Lions has donated nearly 2 million euros through the SDG Lions and Glass: The Lion for Change awards combined, to support vital projects worldwide. (Stills from the ads)

Sustainable Development Goals Lions 2022 entry fees of 226,860 euros are donated to five Lion-winning charities.

Simply Speaking: Make the new familiar and the familiar new

Marketers must ‘make the new familiar and the familiar new’ But, how to do this in a deep, impactful and self-sustaining manner ? Use of a Metaphorical sensibility is one proven way. The use of Metaphor aids relatability and mental placement. The automobile, for instance, was initially described as "a horseless carriage”, the motorcycle as a “bicycle with a motor." The snowboard was simply "a skateboard for the snow." (Representational image: jianxiang via Unsplash)

It takes a brave company to take the long view, as few radically new products are an instant success. People appreciate innovations in hindsight.

TV advertising volume in 2022 surpasses pre pandemic levels: TAM

Operating EBITDA came in at Rs 137 crore for the financial year ended March 2023 as against Rs 1,080 crore in the previous year. EBITDA is earnings before interest, tax, depreciation and amortisation. (Representational image via Unsplash)

Food and beverages turned out to be the leading sector with 21 percent share of ad volumes in 2022.

Weekly Shorts: How YouTube and its influencers stay relevant and at the top of their game

In 2021, influencers generated 20M posts, which increased by 2.21 percent to 22M in 2022, the greatest growth in the SEA area. It shows that with the rising popularity of short and long-form videos, companies and content producers view YouTube as a platform for sponsored partnerships and building multiple touchpoints with users. (Representative Image: Rachit Tank 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.

Edtech Advertising: ASCI’s report on bad practices in edtech ads points to deeper issues

The industry body states in the latest report that like traditional education ads, edtech ads overemphasise marks and ranks, with mathematics and science dominating the subjects depicted in advertisements. (Representative Image: Ahmed Hindawi via Unsplash)

ASCI flagged off edtech brands for ads full of tall claims, stereotypes, over-emphasis on marks/ranks, perpetuating an unhealthy view of education.

Dentsu-Kantar report: How marketing can help companies attain sustainable development goals

This offer will remain valid until 6th August. (Representative Image: Markus Spiske via Unsplash)

Dentsu and Kantar’s Sustainable Transformation Practice launched a study into the role APAC marketers play in achieving corporate sustainability ambitions.  Here are the highlights.

Edtech ads: ASCI flags off edtech brands’ advertising for tall claims, stereotypes, focus on marks and ranks

ASCI's report states that while the marks-linked narrative is not unique to EdTech, spending crores of rupees in perpetuating this narrative can be considered undesirable for society at large. This pattern is seen as problematic by several experts and parent groups that are able to look beyond the immediate impact of advertising promises. (Representative image: Compare Fibre via Unsplash)

ASCI released EdNext a study to spotlight edtech brands’ bad practices and attempts to lay down a responsible approach to edtech advertising.