Category: Quantum Brief

dentsu X Releases Motivations Study to help brands understand consumers better

The main reason for the disconnect with the new age professionals was that they saw it as their ‘Dad’s Brand’. It did not resonate with the attitudes and lifestyle of the younger audience.

The study has identified six core Motivations that drive everyone at varying levels: Accomplishment, Affection, Information, Possession, Power, and Protection. Each core Motivation is comprised of 25 sub-Motivations that are defined by individual statements that help dive deeper into the uniqueness of each person and their drivers.

JioCinema gets record number of advertisers and sponsors in TATA IPL 2023 opening week

JioCinema set the tone with the season-opening clash between MS Dhoni’s Chennai Super Kings and Hardik Pandya’s Gujarat Titans, achieving a peak concurrency of 1.6 Cr. In addition, JioCinema registered over 2.5 Cr. downloads, a record for the most installed app in a single day. (Image via Twitter - @IPL)

JioCinema’s free streaming of the TATA IPL 2023 for all viewers in India has resulted in a record-breaking number of views in the first week – over 375 Cr. This followed a first weekend which amassed 147 Cr. views, the highest-ever opening weekend for the TATA IPL on digital.

Biz Moves: Digitas India, Social Panga, Sociowash and Sociomark

The scope of work includes services such as content planning, digital marketing strategy, social media management, search engine optimisation (SEO) and online reputation management (ORM), along with the agency offering its paid media services.. (Representative Image: Tom Briskey via Unsplash)

Keep up with all the key business wins and the account movements.

GCPL invests Rs 100 cr in early-stage consumer startup fund

The funds will be used to continue deepening SingleInterface's portfolio of hyperlocal marketing, engagement, and commerce products, particularly around advanced audience segmentation and personalized re-engagement. It also plans to use the capital to build its portfolio of AI-driven products. (Representative Image: markus Winkler via Unsplash)

The company will anchor Early Spring, a new early-stage fund being set up by Spring Marketing Capital.

Campa Cola revival is one of the best things to happen: Arnab Roy, Coca Cola

India is a very price conscious market and affordable price points like Rs. 10 price point or Rs. 20 price point are very important. The premium price point range, involves some good pack mix interventions and so, the overall profit pool remains at a level. (Image 1 by Laura Chouette via Unsplash, Image 2 by @just_drinks via Twitter)

Arnab Roy, VP – marketing, Coca-Cola, on the revival of Campa and growth of the cola category.

Gold Spot: When ‘The Zing Thing’ restored the brand’s lost market share

The commercials were rolled out on national TV broadcaster Doordarshan in both Hindi and English. The 1985 campaign was immensely popular and became one of the most successful for soft drinks by Rediffusion. The campaign helped Gold Spot make a grand comeback and restore its lost position in the market. A notable aspect of the series of commercials was that none of them featured celebrities. (Stills from the ads)

Can nostalgia help Gold Spot if it were to be brought back today, just as Campa was? Back in the 1980s, Gold Spot was perceived as a drink for children but after the arrival of Rasna, it started to lose market share. Storyboard18 got in touch with the creative folks who then successfully repositioned Gold Spot among teens.

Unveiling the secret sauce behind Ching’s success in the crowded Indian FMCG market

Currently, Invus Group, which is a European investment arm owns 40 percent in Capital Foods, American private equity group General Atlantic holds 35 percent and Ajay Gupta owns the remaining 25 percent. Nestle is looking to acquire a majority stake in Capital Foods and is reportedly willing to pay over $1 billion to see the deal through.

Capital Foods owned brand Ching’s Secret’s proposition of Desi Chinese worked wonders in the Indian market at a time when the FMCG market was already dominated by major players. Read to find out how Capital Foods’ founder Ajay Gupta managed to carve a permanent spot in the market and in Indian households.

Amazon India and Ministry of Information & Broadcasting partner to boost creative economy

Amazon will also curate a special storefront feature to promote books and journals across genre reflecting India’s heritage from MIB’s publication division. The Alexa All India Radio skill published by Prasar Bharti will help disseminate news bulletins, and educational content. The collaboration will also help in broadening the reach of Prasar Bharati’s music via Amazon Music and Alexa.

As part of the LoE, Prime Video and miniTV will both work towards providing internships, and scholarships to students at Film and Television Institute of India (FTII) and Satyajit Ray Film and Television Institute (SRFTII). This will enable students to gain real work exposure, and become industry-ready.