Month: April 2023

Weekly Shorts: How momfluencers can garner positive engagements for brands

Working with the right mom influencers is important to convey the right brand message while creating positive associations for the products. Many mom influencers try to be perfect and forget to connect with their audience, which negatively impacts people's mental health. (Representative Image: Jon Tyson via Unsplash)

What’s buzzing in influencer marketing and the creator ecosystem? What’s the next big thing coming down the line? Catch the big trends and hot topics in our weekly shorts.

Gold Spot: When ‘The Zing Thing’ restored the brand’s lost market share

The commercials were rolled out on national TV broadcaster Doordarshan in both Hindi and English. The 1985 campaign was immensely popular and became one of the most successful for soft drinks by Rediffusion. The campaign helped Gold Spot make a grand comeback and restore its lost position in the market. A notable aspect of the series of commercials was that none of them featured celebrities. (Stills from the ads)

Can nostalgia help Gold Spot if it were to be brought back today, just as Campa was? Back in the 1980s, Gold Spot was perceived as a drink for children but after the arrival of Rasna, it started to lose market share. Storyboard18 got in touch with the creative folks who then successfully repositioned Gold Spot among teens.

Unveiling the secret sauce behind Ching’s success in the crowded Indian FMCG market

Currently, Invus Group, which is a European investment arm owns 40 percent in Capital Foods, American private equity group General Atlantic holds 35 percent and Ajay Gupta owns the remaining 25 percent. Nestle is looking to acquire a majority stake in Capital Foods and is reportedly willing to pay over $1 billion to see the deal through.

Capital Foods owned brand Ching’s Secret’s proposition of Desi Chinese worked wonders in the Indian market at a time when the FMCG market was already dominated by major players. Read to find out how Capital Foods’ founder Ajay Gupta managed to carve a permanent spot in the market and in Indian households.

Gaming companies ride cricket frenzy with huge marketing spends this IPL season

IPL has seen campaigns galore this season. Everyone from Dream11, which onboarded actors Aamir Khan, R Madhavan, and Sharman Joshi as ambassadors, to cricketer Deepak Chahar’s new fantasy game platform TFG (Trade Fantasy Game) and many others have IPL campaigns this season. (Representatuve Image: Sam Pak via Unsplash)

Gaming and e-sports firms are estimated to spend almost Rs 2,000 crore during this Indian Premier League season as they look to tap into the franchisee’s massive audience reach.

Ministry of I&B issues warning against advertisements of betting and gambling platforms

While the celebrities and influencers endorsing the app are not directly violating any codified law, they are in violation of the directions of the Central Government since the app is banned and any promotions of it are illegal.

The Advisory has been issued to all media formats, including newspapers, television channels, and online news publishers, and showed specific examples where such advertisements have appeared in the media in recent times.

Pidilite’s CMO Vinay Subramanyam quits: Storyboard18 EXCLUSIVE

Vinay Subramanyam also worked with Kellogg Company as the national sales development manager, where he led the sales development and trade marketing function. Among many other things, he also pioneered sales automation for the company.

Vinay Subramanyam, who has over two decades of experience, previously was with Britannia.

Google India’s Vishal Sinha joins ShareChat as the director – ads strategy

Vishal Sinha has also worked with global tech companies like Gartner and Oracle as a business development manager, providing critical business insights to the organisations, building strong and trusted relationships at the CXO level of small and medium size organisations, leading account strategy and planning end-to-end sales cycle.

Vishal Sinha’s mandate will include leading the strategy team for ads business for both ShareChat and Moj.

Fantasy sports revenue to touch Rs 3100 Cr during IPL 2023: Redseer report

Most platforms have increased their marketing efforts before the IPL season to acquire and convert more users on the platforms.The report also stated that the average spends per user are expected to grow by 5-10 percent from Rs 410 per user in IPL 2022 to Rs 440 per user in IPL 2023. (Representative Image: Milos Tomasevic via Unsplash)

Redseer estimates that the gross gaming revenue of fantasy sports during IPL is expected to grow by ~30-35 percent to reach Rs 2,900 to 3,100 cr in 2023.

Amazon India and Ministry of Information & Broadcasting partner to boost creative economy

Amazon will also curate a special storefront feature to promote books and journals across genre reflecting India’s heritage from MIB’s publication division. The Alexa All India Radio skill published by Prasar Bharti will help disseminate news bulletins, and educational content. The collaboration will also help in broadening the reach of Prasar Bharati’s music via Amazon Music and Alexa.

As part of the LoE, Prime Video and miniTV will both work towards providing internships, and scholarships to students at Film and Television Institute of India (FTII) and Satyajit Ray Film and Television Institute (SRFTII). This will enable students to gain real work exposure, and become industry-ready.