Month: January 2023

Rigi raises Rs 100 crore in funding from Elevation Capital, MS Dhoni and others

influencers can use this platform to launch courses, conduct paid webinars, and launch free and paid communities through the Rigi app. It has over 200,000 users with most of them in the GenZ category. (Representative Image: Markus Winkler via Unsplash)

Others to join are Accel, Stellaris, Sequoia Capital along with angel investors like former Indian cricket captain Mahendra Singh Dhoni and personal finance content creator Sharan Hegde.

Marketing Recoded – Season 2 ft. iD Fresh Food’s Rahul Gandhi

As per Gandhi, the first skill is to be assembling a lot of information, which includes internal as well as external, and then arrive at a decision. The second skill is to deal with ambiguity. He explains, “Once you assimilate a lot of information, you realize that a lot of information is incomplete or inaccurate which gives rise to ambiguity. Dealing with ambiguity and still making decisions is one skill or trait.” (Still from the video)

iD Fresh Food’s chief marketing officer Rahul Gandhi talks about his role as a marketer, three important traits every modern marketer must possess, and more.

Pathaan in Ads: A timeline of Shah Rukh Khan and Indian advertising

Shah Rukh Khan is arguably Bollywood’s most loved cultural export who made it in one of the toughest industries of the country, that too without network and wealth. SRK is making a comeback after a series of personal and professional difficulties, all thanks to Pathaan

Shah Rukh Khan or SRK is not just Bollywood’s king but also a badshah of brand endorsements since the 1990s.

How iD Fresh Food, MTR Foods and Gits are betting on convenience and authenticity to increase sales of instant foods

According to market researcher Statista, the revenue earned by the ready-to-eat meals segment amounted to $56.93 billion in 2022. It is expected that the market will grow annually by 9.59 percent between 2022 and 2027. (Stills from ads and recipe videos)

With the popularity of South Indian food, homegrown brands are aggressively looking for new product and marketing opportunities.

Social media influencer Dolly Singh: Don’t be insensitive. Read the room

Dolly Singh currently has 1.5 million followers on Instagram and almost 700 thousand subscribers on YouTube. There isn’t a video on YouTube or reel on Instagram of hers that hasn’t gone viral. She is one of the most loved influencers in the space today. (Image via Instagram - @dollysingh)

From weirdest brand collaboration requests, the much loved Colgate ad and authenticity within the creator community. Here’s everything comedy content creator Dolly Singh had to say in an interview with Storyboard18.

Leo Burnett’s Rajdeepak Das and Dheeraj Sinha on the agency’s vision for the future

Rajdeepak Das, CEO & CCO at Leo Burnett, South Asia and Chairman, Creative Council, Publicis Groupe - South Asia and Dheeraj Sinha, CEO Leo Burnett - South Asia & Chairman, BBH India. (Images via LinkedIn - @dheeraj_sinha & @rajdeepakdas)

Rajdeepak Das and with Dheeraj Sinha of Leo Burnett, share their views on the dream run the agency has had over the past year. They also talk about the agency’s plans for the future.

ASCI Ad Code: Industry body revises and tightens advertising, disclaimer guidelines for brands

Further, a disclaimer should not attempt to correct a misleading claim made in an advertisement. A disclaimer shall be in the same language as that of the claims of the advertisement, and in case of bilingual advertisements, the disclaimer should be in the dominant language of the advertisement. (Representative Image: Mailchimp via Unsplash)

ASCI’s updated guidelines say a disclaimer should be clearly readable and should remain on screen for more than four seconds.

Byju’s will not renew its branding partnerships with BCCI, ICC and FIFA, says CEO Raveendran

Byju’s has been looking to cut costs aggressively since last year after it reported a net loss of Rs 4,589 crore in FY21 (2020-21), the largest by a startup in India for that year. In October last year, the company laid off over 2,500 employees, or about 5 percent of its workforce across departments, in order to reduce "redundancies" and turn profitable for the current fiscal year FY23 (2022-23).

Byju’s currently has three large branding partnerships with the BCCI (Board of Control for Cricket in India), ICC (International Cricket Council), and FIFA (Federation Internationale de Football Association) that will be up for renewal, but the company will not renew any of them, according to co-founder and CEO Byju Raveendran.

Yash Boss: Kannada star Yash is Pepsi’s new brand ambassador

Yash said in a statement, “I am exhilarated to engage with Pepsi and join them as the face of the brand. A collaboration as exciting as this is a great way to start the new year, and I can't wait for my fans to see me in an all-new avatar!”

Yash will be instrumental in deepening consumer connect for Pepsi, said Saumya Rathor, category lead, Pepsi Cola.

Influencer marketing agencies set to tweak contracts, educate influencers to comply with govt rules

(From left to right: Influencers Mohammed Salim Khan (MSK) and Roshni Bhatia) The Indian Influencer market is expected to grow at a CAGR of 25 percent till 2025 to reach a size of Rs 2,200 crore. In a bid to comply with the government's new social media influencer norms and rules, agencies managing influencers have been conducting hygiene checks on contracts and educating their talent and marketers about the new rules.

Agencies handling top influencer talent have started working with legal teams to update and tweak contracts.