Category: Quantum Brief

Mars Petcare assigns 22feet Tribal Worldwide for its digital duties

Covering an expansive area of 26,000 square kilometres across India’s top cities, this innovative solution was developed using proprietary geo-spatial technology and is the country’s first ever initiative of its kind, offering unparalleled targeting capabilities exclusively designed for TV advertisers. (Representative Image: engin akyurt via Unsplash)

DDB Mudra Group’s 22feet Tribal Worldwide will handle social media, website development, campaign ideation, content creation and curation and SEO strategies for their brands Pedigree, Whiskas and Sheba.

Wipro Consumer Care expands into packaged foods with strategic acquisitions and organic growth

Neeraj Khatri says, "The strength of Wipro has always been identifying the right market, consumer insight and proposition and consistently delivering on the message." (Stills from the ads)

In an interview with Storyboard18, Anil Chugh, president of the foods business, and Neeraj Khatri, chief executive of consumer care, India and SAARC Business, at Wipro Consumer Care and Lighting, share details on the company’s recent acquisitions, brand marketing strategies, and more.

Wakefit infuses artificial intelligence in its latest ad; features Ayushmann Khurrana

The brand film depicts Ayushman Khurrana waking up as a child and engaging in various activities, truly seizing the day. The film showcases how Wakefit mattresses provide ultimate comfort to the spine, resulting in waking up as an extremely energetic version of ourselves, like a kid.

Storyboard18 decodes how Wakefit conceptualised its latest ad campaign, “Andar ke bacche ko jaga,” and made Bollywood actor Ayushmann Khurrana look like a child.

#TBH: No ‘digital advertising fatigue’ among regional audiences

The World Wide Web Consortium (W3C), which leads development of the technical standards and guidelines to ensure that the web remains open, accessible, and interoperable, officially launched as a public interest non-profit ogranisation as of January 1, 2023. (Image via Unsplash) via Unsplash)

There’s a newer audience that marketers have started advertising to in the last two and half years, which is consumers in tier 2 and tier 3 towns. They’re not stricken by fatigue and brands are using regional creatives and direct communication to culturally connect with these people.

MullenLowe rebrands its identity; introduces a fluid octopus as its logo

Though coloured versions were tested, black and white emerged as the ultimate choice. The logo was initially meant to represent the agency's US branch. However, once it was shared with global leads, they decided to have it represent the agency globally. (Image source: MullenLowe Global)

The logo used to be a ‘Challenger Octopus’ with boxing gloves and had gone out of style, as per the agency. Hence, a new octopus, fluid in its description takes its place which represents breaking free from the corporate-agency world.

DS Group acquires The Good Stuff

NIC Ice Cream was co-founded in 2012 by Jeetendra Bhandari, Sanjiv Shah, and Raj Bhandari, and it serves in 86 cities across India. (Image source: Claudio Schwarz via Unsplash)

It is a strategic move to grow and strengthen the Group’s confectionery portfolio, whilst widening its distribution reach across grocery and other retail outlets.

Unilever’s Nitin Paranjpe says all over €100k ad productions to include one person with a disability in crew

Unilever has launched a ‘Believe in Talent’ campaign as a part of their 'Act 2 Unstereotype Initiative’ which aims to eliminate stereotypes from the advertising and marketing world. (Image sourced via HUL website)

Nitin Paranjpe, chief people and transformation officer at Unilever shared that the company has taken a step in the right direction to create an inclusive community for all.

Storytelling – The answer for brands to effectively engage with their audiences

Piyush Pandey shared stories about his “memory palace” which held a mega-store of memories, anecdotes and flashes of insights collected across his life journey from Jaipur, Ranji cricket, the early advertising days and then multiple legendary Ogilvy-client partnerships. (Representative Image: Etienne Girardet via Unsplash)

Storytelling has been a timeless constant, however, in the era of digital new media, it has evolved and gained additional x-factors that allow brands to stand out in a competitive landscape.

The Bournvita brand story: From creating iconic ads to battling unexpected controversy

Over the years, advertising concepts have seen an evolution in Bournvita’s journey. Right from the ads touching upon the product ingredients to the commercials highlighting a sense of purpose, Bournvita has come a long way. (Stills from the ads)

Bournvita, which saw phases of evolution in its advertising journey and set the tone of inspiration through the ‘Tayyari Jeet Ki’ ad, recently found the brand’s claims and credibility being called into question. Storyboard18 got in touch with brand experts who discussed the controversy and suggested course correction measures.