How it Works – Page 84

Indian adlanders have mixed feelings about in-house ad agencies. Here’s why

Success stories of in-house ad agencies of brands keep floating around every now and then. Last year, when ed-tech company Byjus' in-house creative agency won a Silver Entertainment Lion at Cannes for its ‘Master’ Ji campaign, it created a lot of positive chatter mainly because it delivered quality work. Restaurant aggregator and food delivery app Zomato, that's known for its moment marketing campaigns, produces most of its work in-house. Its competitor Swiggy has a similar model. (Representational Image: No Revisions via Unsplash)

While one school of thought thinks such agencies help in creative stimulus, others believe it’s just a fancy wrapper to make marketing teams look uber-cool.

The unchanging power of a human problem

"In a world gunning for work that works, a critical step – and one that’s evident in nearly every piece of effective creativity – is to look past the obvious to find an unseen challenge or opportunity that needs to be resolved," writes DDB Mudra's Sanjana Chetan. (Representative Image: Markus Spiske via Unsplash)

Effective creativity is all about looking past the obvious to find an unseen challenge or opportunity that needs to be resolved.

New rules on deepfakes would not only regulate the offender but also intermediaries: Experts

The DoT has also issued advisory about WhatsApp calls from foreign origin mobile numbers (like +92-xxxxxxxxxx) impersonating government officials and duping the people. (Image source: Unsplash)

MeitY is working out a specialised policy guideline for deepfakes based on the four elements of detection, prevention, enhancement of reporting mechanisms and increasing awareness.

Explained: Oreo and ‘Shrinkflation’

In 1921, the Oreo Biscuit was renamed the Oreo Sandwich and then it was rebranded Oreo Creme Sandwich in 1948. The original packaging of the biscuit, which was in gold, became known as Oreo Chocolate Sandwich Cookie in 1974. (Representative Image: No Revisions via Unsplash)

Storyboard18 explains the meaning of ‘shrinkflation’ using the example of Oreo cookies.

Marketing Mocktail: Lessons in building a D2C brand explained

While most D2C brands tend to over index on performance marketing at the cost of brand building, the smart ones strike the right balance.(Representative Image: Igor Miske via Unsplash)

D2C brands should avoid blindly aping the brand building model of legacy brands. Instead, they should focus on the 3-Cs: Cocreation, Content and Community.

Deepfakes threat: Govt, social media cos, Nasscom together identify four pillars to combat deepfakes

The rules being drafted by MeitY would soon be open for feedback and consultation for all stakeholders.

MeitY mulls new regulations to combat deep-fakes menace: Breaking

The rule-drafting process, set to commence immediately, aims to establish clear guidelines and penalties for both platforms hosting AI-generated synthetic content and individuals uploading videos featuring deepfakes.

Deepfakes have emerged as a new threat to democracy, said IT Minister Ashwini Vaishnaw. MeitY to take action against deepfake menace and has rules in the works.

55 percent organisations unable to easily analyse consumer data: Sprinklr

Fifty-eight percent had indicated they had an annual budget of US$100,000 or less for contact center solutions. (Representative Image: Thufeil M via Unsplash)

Forty-six percent of respondents shared that they did not have a central data storage required to deliver a competitive customer experience, stated the Sprinklr survey.

Emerging markets like India leading global smartphone growth and recovery

S. Krishnan, Secretary MeitY Government of India, will attend the event as the Chief Guest, further emphasising the Government’s support for digital inclusivity initiatives. (Representative Image: Rodion Kutsaiev via Unsplash)

The global smartphone market sees growth after over two years, as per Counterpoint research.

Healthcare tops as the most violative sector: ASCI

ASCI observed a significant increase in ads directly violating the Drug and Magic Remedies Act of 1954, leading to the issuance of intimations to advertisers advising withdrawal or modification of the advertisement. (Representative Image: National Cancer Institute via Unsplash)

The surge is attributed to a high volume of drug and medicine advertisements on digital platforms.