March 2023 – Page 11 – storyboard18

Nothing’s Carl Pei: India is an important market for Nothing

India is the largest smartphone market in the world. Speaking on his assessment of it, Nothing's founder and chief executive officer Carl Pei is quick to add that he is very bullish on India and its economy. He says, “This year, it is going to grow by six percent. Large parts of the world are going to fall into recession. India’s population is very young. So, they can contribute to building the country and the economy.”

Nothing’s founder and chief executive officer, Carl Pei discussed the challenges of coming up with two brands in a rapidly evolving market, what it takes to build them, and how important is India as a market for Nothing.

Onitsuka Tiger announces Rashmika Mandanna as their first ever brand advocate

Rashmika’s reach within the Indian market is incredible, with a massive 36 million following on Instagram. She topped Forbes India’s list of most influential actors.

With her unique minimalistic fashion aesthetics and confidence – Rashmika embodies everything that the brand stands for.

Kinnect wins digital mandate for Blue Star

Sandip Chintawar and Prakash Kolhe who founded Cymetrix will continue to lead the company into its next phase of growth and expansion across geographies. (Representative Image: Vardan Papikyan via Unsplash)

The account was won following a multi-agency pitch and will be managed out of the Mumbai office. As part of the mandate, Kinnect will handle the brand’s digital strategy globally, along with managing its social media presence in the country.

82 percent of Indian brands still rely heavily on third-party cookies: Adobe

Since the purchase data is rich in granularity, it significantly increases these sites ability to use their own digital properties to sell advertising to brands, much like a media property would. These sites are now becoming a very valuable resource in a brands’ marketing mix as this helps to engage consumers efficiently. (Representative Image: Markus Spiske via Unsplash)

Adobe’s research shows that one in every two respondents (53 percent) agree that the ambiguity over cookie deprecation is causing an overall acceleration in the prioritization for readiness for a cookieless world. Storyboard18 gets the highlights of the report.

Open Internet users touch 600 million in India, advertising yet to scale, report

These findings come on the heels of HCLTech's strategic brand transformation efforts initiated 15 months ago. (Representative image by Kelvin Han via Unsplash)

The study reveals that advertising on the open internet (on OTT/connected TV/online gaming) currently accounts for barely 15 percent of India’s total digital ad spend.

Digital shops, media agencies, influencer marketing platforms bet big on D2C services

The results are based on responses from 45 companies, with an estimated annual global ad spend of $60 billion. Seven percent of respondents are spending more than $50m annually on their in-house agencies, the same percentage spend $25-50m, 33 percent spend $5-$25m, 13 percent budget $1m-$5m and 27 percent spend less than $1m. (Representative Image: Tim Mossholder via Unsplash)

From Zoo Media to Wavemaker India to Qoruz, agencies are seeing the need for varied specialised direct-to-consumer services for both legacy and startup brands.

Wunderman Thompson South Asia promotes Raji Ramaswamy and Joy Chauhan

Raji Ramaswamy and Joy Chauhan will assume their new roles commencing March. Both will continue to report to Shams Jasani.

Raji Ramaswamy is the new chief growth officer and Joy Chauhan is the new chief client officer of Wunderman Thompson South Asia. Both will maintain their current responsibilities.

ASCI revises advertising guidelines for education sector; invites public consultation

The Central Consumer Protection Authority (CCPA) stated that the use of Union Public Service Commission (UPSC) exam toppers by these institutes falls under "misleading ads" and "unfair trade practices" of the Consumer Protection Act, 2019. (Representative Image: John Matychuk via Unsplash)

This year, the education sector has contributed to 27% of objectionable ads that ASCI processed (Traditional education 22% and EdTech 5%).