Month: November 2022

How do you talk about sex in a country where talking about sex is taboo? We ask Reckitt’s Dilen Gandhi

Gandhi, who has a background in P&L management, brand strategy, innovation, new business development, key account management and marketing communications, started his career at Gillette India as area sales manager.

In conversation with Dilen Gandhi, regional marketing director, South Asia- Health & Nutrition, Reckitt (maker of Durex).

Are marketing jobs in big tech and startups at risk?

Industry sources indicate that several marketing professionals from startups are reaching out to advertising agencies for roles that they gave up a few years ago. These professionals left agency corridors for a 200 percent to 300 percent hike for jobs at startups. Advertising agencies can’t match those digits but are open to conversations with these job seekers. (Representational image via Unsplash)

Yes and no, believe experts. Brands that are confident about navigating through dark times will keep their marketing teams closer, and those under pressure will be brutal.

Lodestar UM retains BMW India’s integrated media mandate

Lodestar UM’s renewed mandate for BMW spans the entire media spectrum across mainline, digital, out-of-home, events and special projects. The account will continue to be led out of the agency’s Gurugram office.(Representational image via Unsplash)

The agency has retained the account in a competitive pitch held from March to October. Lodestar UM has been working with BMW India for the last 5 years.

Big Tech Layoffs: Will the advertising industry benefit from big tech mass layoffs?

A lot of startups in India picked up mid to senior level employees who worked in the brand and creative side to create their in-house creative teams. Now that funding is drying up, these companies are cutting cost especially in the advertising and marketing spends and trimming down their brand teams. So could this spell the return of talent to adland? (Representational image via Unsplash)

While the tech gloom seems to be far from over, some leaders in advertising believe that the mass layoffs by tech firms could be an opportunity for ad agencies to hire good talent.

Breaking stereotypes: The evolution of the portrayal of masculinity in Indian advertising

Advertising for the most part, is all about relatability. Therefore, what better way is there to engage an audience than to show them what they already believe? Having said that, there is a gradual change being witnessed in the way brands are showcasing gender roles.

Brands have been seen swaying from the typically male-centric advertisements to adopt more progressive and gender-fluid ideologies, resulting in a greater influence on a more progressive and sensitive audience.

When Causevertising becomes cringevertising: How and why Cadbury Bournvita’s ‘force fit’ ad flopped

In the advertising and marketing community, the campaign went on to create a stir where many executives thought it to be a ploy designed to win advertising awards. (Stills from the ad)

While some viewers found the campaign remarkable a huge section of audiences found it “forced” and “cringeworthy”.

Elon Musk and Twitter: Will Indian brands pull out of Twitter? And who’s to gain from the marketer exodus?

The WPP-owned media investments company GroupM has tagged Twitter as “high risk” media for their clients, as per reports. Experts foresee brands looking for newer platforms to divert marketing budgets allocated for Twitter. (Representational image via Unsplash)

Elon Musk’s Twitter takeover and the changes he’s made have prompted marketers to reduce or pause advertising on the platform. So where are they going?

Digital Marketing Mavericks: The rise of homegrown independent ad agency networks in India

Global advertising networks have a reputation for not being able to retain the founders of the companies they acquire. The reasons are many. But two that pop up often are business complexity and reporting structures. Independent ad networks are changing the way their partnerships and acquisitions are done. They are focused on creating simplified structures with hyper-specialized services. (Representational image via Unsplash)

How leading digital marketing agencies Gozoop Group, Schbang, and Zoo Media are building future-ready agency models.