May 2022 – storyboard18

Ad spends dip as startups slash marketing budgets

Unlike established brands and industries, startups cannot afford to stop investing in brand building and sales either. (Representational image via Unsplash)

Winter in the startup category is also freezing advertising expenditure (AdEx) and marketing budgets. This is in sharp contrast to 2021, when startups contributed around 11 percent to the overall AdEx of around Rs74,000 crore as per industry estimates.

Is IndiGo trying to fix its brand image with feel-good viral stories?

Lufthansa and Etihad have taken down their adverts. However, Air France did not have a ‘substantive response’ to ASA’s investigation. (Representative Image via Unsplash)

It’s time for airline companies like IndiGo to work on fixing their customer service before brand image.

Marathon Musings Of A Marketer

Bajaj Allianz Life Insurance CMO Chandramohan Mehra has run marathons all over the world.

Chandramohan Mehra, chief marketing officer, Bajaj Allianz Life Insurance, writes about the work and life lessons he gathered as a marathon runner.

Why are brands including e-sports in their sports marketing itinerary?

A still from the panel discussion

Rajan Navani, VC and MD of be JetSynthesys and Skandaram Vasudevan, Partner – Strategy at Mudramax talk about opportunities for brands in e-sports and how it can be an effective tool to reach out to the millennial consumer

Advantages of Sponsorship – Where there is a bill there is a pay

Sport reaches the right people. In particular, it is an efficient way of reaching young, affluent, upmarket men, elusive to conventional advertising. (Representative Image via Unsplash)

In sponsorship, it is not what you have, it is what you do with it that makes the difference.

Bookstrapping: Build – An Unorthodox Guide to Making Things Worth Making

To make bonds, connections and emotive associations is the nature of social man but all the while he craves the halo of singularity. Indeed, we are unified in our hunger for exclusivity. (Image: Andrik Langfield via Unsplash)

In ‘Build’, Tony Fadell encourages entrepreneurs to know themselves better. He cites the case of Zhang Yiming, founder and CEO of TikTok, who resigned at the height of TikTok’s popularity. Bookstrapping Rating: 3.5 stars

Why Startups Love IPL? Need Word Of Caution For Startups?

A still from the Panel discussion.

Storyboard18 discusses at length about the startup industry and their interest towards IPL. Also, an exclusive chat with Prashant Kumar, the founder of Entropia, a next-gen marketing service.

Playing fantasy or rummy or even Candy Crush is not esports: Lokesh Suji

Lokesh Suji, director, Esports federation of India.

Lokesh Suji, director, Esports Federation of India, and vice-president, Asian Esports Federation, on esports opportunities for modern marketers, esports influencers and creators, and how 2022 will see growth from the grassroots.

Why content around the sport has to be king

Representative Image via Unsplash

Sporting bodies need to start understanding the importance of content. They can start by going easy on YouTubers and content creators who use their footage in their content.

Esports is filled with marketing opportunities for brands: Lokesh Suji

Lokesh Suji, Director - Esports Federation of India, VP - Asian Esports Federation

In an exclusive chat with Storyboard18’s Tasmayee Laha Roy, Lokesh Suji, Director – Esports Federation of India, VP – Asian Esports Federation talks about the opportunities in the space for modern marketers and how 2022 will see a growth in the overall segment from the grassroots level.