Month: December 2022

Advertising revenue growth for 2022 is likely to be 15.8% in India, GroupM

Growth in global OOH this year will amount to 2.2 percent globally (excluding U.S. political spending), or 18.1 per cent on an excluding-China basis. Audio is projected to grow 3.8 per cent globally in 2022 (excluding U.S. political advertising) and decelerate to 1.3 percent growth in 2023. (Representative image via Unsplash)

In its “This Year Next Year 2022” global end of year forecast, the agency states that retail media in India is forecast at $551 million in 2022 and is expected to nearly double by 2027.

YouTube unveils 2022 list of India’s top creators, breakout creators and women breakout creators

Shorts Break, a YouTube channel that offers short comedy videos, topped the list, with about 16.8 million subscribers. This was followed by creators Akshay Nagwadiya (14.7 million) and Gulshan Kalra (17.9 million subscribers). YouTube has not disclosed specific numbers on the subscriber growth these creators have witnessed during this year. (Representative image via Unsplash)

About half of the top 20 creators have made only short videos in the past year, a Moneycontrol analysis of the list provided by YouTube shows. Several other creators have been prolific with minute-long videos while also making a few long-form videos in the past year. Only a single creator in the list solely focused on long-form content.

FCB Interface onboards Gaurav Dudeja as chief operating officer

With over 21 years in the industry, Gaurav Dudeja brings the expertise of building and leading high-performing marketing communication teams. This is on the back of playing leadership roles across advertising and marketing in the last 10 years at Leo Burnett, Fortis Healthcare, Philips India and DDB Mudra.

Gaurav Dudeja will be based out of the agency’s Mumbai office and report to Joemon Thaliath, vice chairman and CEO of FCB Interface.

Gaming studios focus on Indian characters in games as brands eye growth through collaborations

The backdrops to the game’s environment are drawn in the Pahari art style and combine hand-painted textures rendered in 3D.Some are keeping it more realistic. Inspired by films like Satya, Gangs of Wasseypur and KGF, Bengaluru-based gaming studio Hypernova Interactive is coming up with a game called Mayanagari. (Image source: Hypernova Interactive)

Both national and international gaming studios are adding Indian themes and characters to their games to tap the country’s huge gaming population in the country.

Spotify India is a premium Gen Z urban platform: Arjun Ravi Kolady

As per Arjun Ravi Kolady, Spotify’s audience is highly attuned to streaming services. Netflix and Amazon Prime Video, who are in the streaming business have done some fantastic work too. Such brands have three objectives. Either they want to show the breadth of their library or they want to help people find more of what they love. The other objective is around the launches of new shows. (Stills from ads)

Arjun Ravi Kolady, head of sales, Spotify India speaks on audio advertising, programmatic ads, creativity and more.

Biz Moves: Big Trunk Communications, Storyboats, Social Beat

Digital integrated marketing firm Big Trunk Communications has won the digital mandate for Yovan Longevity & Health Resorts New York where the agency will manage social media, search engine optimisation (SEO) and media campaigns for the brand.(Representational Image: History Of Soccer via Unsplash)

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

How meat unicorn Licious is going regional and cracking Southern markets

Plant based meat is an interesting launch and obviously has taken a lot of people by surprise. The way Licious have positioned themselves on “Crave”, which is a plant based meat offering, is that there are days in a week when a lot of meat eaters refrain from consuming meat and Crave is meant to cater to that particular consumer segment so that anyone who has a craving for something like meat should not miss out for whatever reason.

Santosh Hegde, VP Marketing, Licious, talks about its evolving target consumer base, more women buying meat online and why customers in South India can be unforgiving when it comes to recreation of local delicacies.

Throwback: The Spice route to MDH’s Rise

Dharampalji’s entry into the advertising of his own brand gave it a fillip. It all started when an actor portraying the father of the bride in a MDH TV commercial didn’t show up for work. Dharampalji took up the role. Since then, he was a constant fixture in all MDH advertisements, becoming the face of the brand he had created. This was an unconventional approach to creating brand awareness. (Stills from ads)

Apart from the memorable jingle, the presence of Mahashay Dharampalji Gulati, founder of MDH in the ads became notable too. He became the “Dadaji” figure in the commercials, dressed in traditional wear and adorned with a string of pearls.