July 2022 – Page 5 – storyboard18

How Vivo coming under ED scanner could affect brand, ambassador Virat Kohli & FIFA World Cup sponsorship

Representational Image

The Chinese smartphone maker has temporarily halted ads featuring Indian cricketer and brand ambassador Virat Kohli owing to an ED investigation over money laundering allegations.

Making of a smear campaign and the dark side of digital marketing

Advertising tactics similar to this incident have been implemented by various Bollywood stars and big brands, often causing consumer backlash and disillusionment. (Representational Image via Unsplash)

Smear campaigns are designed differently than regular campaigns and can run from one or two days to several weeks.

Simply Speaking: Success is a subjective phenomenon where the network matters beyond its measure

In the Web era, evaluations to decide merit can and are being made through new, collective tools that challenge top down, elitist networks. (Representational image: Aleks Marinkovic via Unsplash)

Success is networked, collaborative and functions as a reputational feedback loop.

CXO Moves: Fresh exits and entries, a first-ever CMO position, a streamer’s loss and more

Keep up with all the key people movements in the advertising and marketing world in Storyboard18’s weekly column CXO Moves. Here’s a round-up of the executives who are in, out, and in-between.

Dentsu Creative India Team Speaks On The Historic Year At Cannes Lions

A still from The Unfiltered History Tour's campaign video

Shibani Gharat talks to Amit Wadhwa & Ajay Gahlaut about ‘Unfiltered History Tour’ campaign that put India on the creative world map at Cannes Lions 2022.

Shahid Kapoor And Varun Ganjoo Speaks On PokerBaazi’s Campaign

Actor Shahid Kapoor chats with Storyboard18's Shibani Gharat

Storyboard18’s Shibani Gharat caught up with Shahid Kapoor & Varun Ganjoo, Co-Founder & MD Baazi Games on the sidelines PokerBaazi’s latest ad shoot.

Bookstrapping: The Man Who Bent Light by Narinder Singh Kapany

Narinder Singh Kapany (1927-2020) wrote about successfully transmitting high-quality images through a bundle of optical fibres in a 1960 edition of 'Scientific American'. (Representational image: Compare Fibre via Unsplash)

The fusion of ‘science as a universal need’ and ‘religion as a universal truth but private practice’ emerges beautifully from this book. Bookstrapping Rating: 3.5 stars

Are crypto investors losing faith in finfluencers?

India, currently leading in crypto adoption, serves as the backdrop for this campaign, echoing the sentiment that skepticism often transforms into acceptance with knowledge and experience.. (Representational Image via Unsplash)(Representational Image via Unsplash)

The news of cryptocurrency exchange Vauld suspending all its transactions has raised questions about finfluencers promoting the brand and the high-risk category.

Shashank Mehta on why The Whole Truth is on an Instagram break

Shashank Mehta, founder, The Whole Truth Foods

At a time when every brand wants to be on the top of their Instagram game, The Whole Truth decided to log off and take a break. What led to this decision? Mehta and his team weren’t thrilled with the content they were putting out. “Dancing to trending music and pointing to corners of the screen with cluttered text boxes didn’t seem right,” he says. In a freewheeling chat with Storyboard18, Mehta opens about why his brand decided to go on an Instagram break; the risks involved with this, lessons from Unilever; featuring in his own brand’s commercials and more.

Why some sporting bodies need to look beyond tactical brand partnerships

Arnab Roy, vice-president and head-marketing, Coca-Cola India and Southwest Asia.

“Many sporting bodies (not all) still see brands and companies as cash sources, and thus most of the partnerships are short-term tactical ones.” – Arnab Roy, vice president and head-marketing, Coca-Cola India and Southwest Asia.