How it Works – Page 173

Dark patterns are the latest threat to consumer protection, observes ASCI

Taking note of the growing global concerns around such practices, ASCI formed a 12-member task force comprising stakeholders from different tech platforms, legal experts, civil society and domain experts. The task force examined key issues related to dark patterns to understand which of these practices potentially violate the ASCI code which inter-alia states: “Advertisements shall not be framed so as to abuse the trust of consumers or exploit their lack of experience or knowledge." (Representative image via Unsplash)

Not all dark patterns fall under the domain of advertising and hence may be out of ASCI’s remit, however, they could amount to unfair trade practices which compromise consumer interest, says the the self-regulatory body.

Content, commerce and community key media trends in 2023: Dentsu report

In terms of content, the Dentsu states that the speed of the shift to digital platforms shows no signs of slowing down especially in the video on demand and gaming sector. The changes in the general economic landscape will lead consumers to evaluate the number of platforms and associated costs linked to subscriptions. (Representative Image via Unsplash)

For the second year running, the agency has collectively gathered and published the insights and predictions of all its global media agencies into the 2023 Media Trends guide for marketers.

Suryakumar Yadav’s brand equity soars; more brand deals to be announced soon

His Instagram following has gone up by 300 percent, and he is in the top 10 when it comes to active users on Instagram. This is something that we have been working on building from a narrative perspective. Yadav is a witty and smart guy. He's got a good balance of humour, and at the same time, he's very hardworking. He's also a family man. So, all these personality attributes make him exciting for brands.

The 32-year-old cricketer’s endorsement fee has shot up to about Rs 65 lakh a day from Rs 20 lakh a day in 2021.

Brain Matters: What makes the Indian consumer laugh?

Social media is the biggest platform for them to build on their hobbies. It provides a platform for them to pursue their hobbies and passions, build a community for themselves, and earn good money from it. (Representational image via Unsplash)

Jester or Outlaw, brands have always believed that the way to the consumers’ heart is through bellicose laughter. It begs to ask. What does India find funny?

T20 World Cup: India in semis has advertisers cheering, ad revenue to exceed expectations

The third T20 will be played in Indore on October 4 in both sides’ final T20 warmups before the World Cup gets underway in Australia later this month. India won the first T20 by eight wickets on Wednesday. It did not make any changes Sunday to that team. (Image: @BCCI - Twitter)

The anticipation for higher audience traction for the tournament among advertisers has increased and viewership could go higher if India and Pakistan play the final.

Does nostalgia work in marketing and brand building?

According to experts, nostalgia is inbuilt in the concept of branding and it is a powerful root to tap into, if brands utilise this strategy well. However, they believe, that nostalgia marketing works well only if the target audience is clear in the brand’s mind. (Still from ads)

A brand is a mini-dose of nostalgia for it is all about making the audience return to a memorable experience. Here’s a look at brands that have infused nostalgia in their products and ads.

Cringe influencers or not? Decoding corporate honchos’ social media game

Social media postings of corporate leaders are carefully planned. Industry insiders tell Storyboard18 that C-suite leaders have a mix of digital strategies under which they hire an agency/image consultant or an internal team to handle their postings; sometimes they are also personally involved in the process. Pictured (L to R) Mahindra Group’s chairman Anand Mahindra; RPG Enterprise' chairman Harsh Goenka; and founder and Managing director of Kalaari Capital Vani Kola.

Senior corporate leaders taking to social media humanise their larger-than-life-size brand image and engage their followers through an armoury of content. However, are they taking it a bit too far? Storyboard18 finds out.

Surya Kumar Yadav may double his score on brand valuations, say experts

The public broadcaster expects, this move to give the matches an unprecedented reach and availability across all households with a television, making it the most extensive and widest coverage on free-to-air TV(Image credits @virendersehwag on Twitter)

His strong performance, especially after the last match against Zimbabwe in the T20 World Cup match, will double his brand value, say experts. It is estimated Hardik Pandya charges around Rs 1.5-2 crore per day for an endorsement whereas Yadav’s fee is around Rs 1 crore.

YouTube Shorts are coming to a television screen near you

India is one of the markets for Courses' pilot rollout owing to the fact that there are 60 million plus videos that are related to digital skills or subjects taught in school. (Representational image via Unsplash)

YouTube Shorts will be rolled out over the coming weeks to smart television models, game consoles, and streaming devices made in 2019 or later.

Brand mascots and ambassadors in the digital age

In digital as well as offline media, there is a huge amount of clutter due to the presence of numerous brands. A mascot helps differentiate. It may represent a group, a thought, or a product. It infuses life into a brand.

While both can bring value to a brand, having them together in the same creative may confuse the audience, say experts.