Category: Quantum Brief

Dentsu Webchutney, VMLY&R India win Grand Prix at Cannes Lions 2022

A still from VMLY&R's 'The Killer Pack' campaign for Maxx Flash, which won the Grand Prix in the Health & Wellness category. (Image: Screen grab)

A look at the two campaigns that fetched India the shiniest Lion.

IPL digital rights win will unlock the potential of Bharat market for Viacom18

While Viacom shelled out Rs 23,758 crore for Package B and Package C that club all digital rights together, 23,758, Star India bagged TV rights for the same cycle for Rs 23,575 crore.

With complete monopoly in digital, Viacom18 can unlock immense revenue potential both in terms of ad money and subscription value in the IPL 2023-2027 cycle.

Throwback: A boy, a pug and Hutch

After the ad was released, Cheeka gained recognition as the “Hutch dog”, and as the wallpaper most often downloaded by Hutch customers on their phone screens.(Image: A still from 'Hutch boy dog' ad)

The iconic ad film showed no technology nor talked directly about the phone network, yet effectively communicated the message of the reach of Hutch’s mobile network.

When an actor turned down an audition for Layer’r Shot’s problematic ads

Earlier this month, the Layer'r Shot ads were taken off air. An actor who was approached to do the ads is said to have pointed out the glaring sexisms even before the commercials were made.(Image: Ajeet mestry unsplash)

Abbas Mirza, senior creative director of Kinnect, a digital marketing agency, took to LinkedIn in a long post on how his actor friend, Saurabh Verma, refused to be a part of the deodorant brand’s commercials. He also went on to add how Verma had requested a change in the script.

Rise of vernacular advertising on digital in India

The click-through rate of regional creatives is higher: a joint study conducted by Google and KPMG found that 70 percent of Indians find vernacular digital content more reliable than English. (Representational image: Visuals via Unsplash)

As more Indians log on to the internet, the demand for local language content is steadily growing, followed by the need for advertisers to consider creating regional advertising which has gone beyond dubbed ads.