Category: How it Works

YouTube unveils 2022 list of India’s top creators, breakout creators and women breakout creators

Shorts Break, a YouTube channel that offers short comedy videos, topped the list, with about 16.8 million subscribers. This was followed by creators Akshay Nagwadiya (14.7 million) and Gulshan Kalra (17.9 million subscribers). YouTube has not disclosed specific numbers on the subscriber growth these creators have witnessed during this year. (Representative image via Unsplash)

About half of the top 20 creators have made only short videos in the past year, a Moneycontrol analysis of the list provided by YouTube shows. Several other creators have been prolific with minute-long videos while also making a few long-form videos in the past year. Only a single creator in the list solely focused on long-form content.

Gaming studios focus on Indian characters in games as brands eye growth through collaborations

The backdrops to the game’s environment are drawn in the Pahari art style and combine hand-painted textures rendered in 3D.Some are keeping it more realistic. Inspired by films like Satya, Gangs of Wasseypur and KGF, Bengaluru-based gaming studio Hypernova Interactive is coming up with a game called Mayanagari. (Image source: Hypernova Interactive)

Both national and international gaming studios are adding Indian themes and characters to their games to tap the country’s huge gaming population in the country.

Spotify India is a premium Gen Z urban platform: Arjun Ravi Kolady

As per Arjun Ravi Kolady, Spotify’s audience is highly attuned to streaming services. Netflix and Amazon Prime Video, who are in the streaming business have done some fantastic work too. Such brands have three objectives. Either they want to show the breadth of their library or they want to help people find more of what they love. The other objective is around the launches of new shows. (Stills from ads)

Arjun Ravi Kolady, head of sales, Spotify India speaks on audio advertising, programmatic ads, creativity and more.

Planners are taking on C-suite roles at ad agencies. Here’s why

There is a resounding belief that strategists tend to look at the bigger picture when it comes to building brands, they are often more familiar with market value and data related intricacies of companies and moreover they have learnt to work in a collaborative way with creative folks.

Coupled with financial and operational acumen, strategists are trained to gauge the future needs of a client and look for solutions which make them future ready. That makes them solid leaders in a fast-changing marketing world.

Dinner dates bite the dust as a new, modern dating era sets in

The dating app says that whether a user is looking for new friends, someone to hang out with, or a long-term partner, Tinder members have more control over who they connect with by having more insight into a potential match's intentions. In fact, 72 percent of Tinder members say they’re looking for someone who knows what they want. (Representational image via Unsplash)

The younger generation is adventurous and likes taking risks. At the same time, they’re sensitive and open-minded. This shows in their ability to come up with unique date ideas that sway away from traditional dating norms.

Discussions on Twitter India around cryptocurrency, the planet, fandoms, see a spike

As per a CNBC-TV18 report, since the $44 billion buyout, Twitter has failed to pay millions of dollars in rent for its San Francisco headquarters and London offices. Further, the company has been sued by multiple contractors over unpaid services, and to raise money has auctioned off everything, which includes bird statues, espresso machines etc. (Representative Image: Souvik Banerjee via Unsplash)

The Red Lab Report 2022 states that fans are no longer passive consumers but active participants and expect shared ownership which makes them a stakeholder in the creation.

Balenciaga Ad Controversy: Brand files $25 million lawsuit against producers of controversial ads

“The campaign for spring 2023, which was meant to replicate a business office environment, included a photo with a page in the background from a Supreme Court Ruling 'United States V. Williams' 2008, which confirms as illegal and not protected by freedom of speech the promotion of child pornography,” Balenciaga said in the statement. (Representative image via Unsplash)

The child pornography document in the Balenciaga Spring 2023 campaign might have gone unnoticed had it not been for another ad campaign that landed the fashion house in hot water earlier this month.

Ad volumes per match during ICC T20 World Cup 2022 saw 47 percent drop over 2021: TAM

s per TAM, ad Volumes per match during ICC T20 WC 2022 saw a drop of 47% over ICC T20 WC 2021. The number of categories that advertised last season fell from 48 to 46, followed by the number of advertisers that also saw a drop. The number of advertisers in 2021 was 57, while this year it stood at 50. Similarly, there were 84 brands that advertised in ICC T20 2021 and this year it was 80.

Between the two consecutive T20 World Cups, the ecom-gaming category was among the top five advertisers.