Month: April 2023

Government meets influencers to tighten self-regulation to curb misleading ads

Guidelines makes disclosures mandatory and they should be displayed prominently and “extremely hard to miss” with the endorsement messages. The influencers should be able to substantiate the claims made by them. The Consumer Protection Act, 2019 provides the framework for the protection of consumers against unfair trade practices and misleading advertisements. (Representative Image: 愚木混株 cdd20 via Unsplash)

The department of consumer affairs had in January released endorsement guidelines for social media influencers to protect consumers from misleading advertisements.

HSBC India signs Virat Kohli as brand influencer

The fraudsters have also altered an interview clip of Kohli, replacing his real voice with a synthetic one to make it seem like he is promoting an online game of dubious value.

Virat Kohli’s disciplined approach and commitment to his craft converges with HSBC India’s standing as a trusted and dependable financial partner to make this a winning partnership, said the company.

How Nestle sponsored Hum Log and changed the TV advertising landscape in India

Pradeep Pant said, "During that period, sponsored programmes did not exist. Shobha Doctor, producer of Hum Log, approached Nestle. We saw the pilot episode of the show.Nestle had the courage and foresight to back up the show. The marketers were very excited about it and we got support from the seniors. We went ahead and sponsored Hum Log." (Stills from Hum Log episode 1 on YouTube)

Pradeep Pant, who was the advertising manager of Nestle India in the 1980s, opened up on the launch campaign of Nestle’s Maggi, its advertising and marketing strategies, sponsoring the acclaimed Doordarshan show Hum Log.

Wunderman Thompson launches Inspired B2B initiative to strengthen global B2B offerings

A recent Modor Intelligence Forecast report pegged the market for home interiors and renovation in India to be between USD 20 - 30 billion. (Representational image by ian dooley via Unsplash)

The Inspired B2B Assessment Score helps brands identify the impact their B2B strategy and operations are having across every part of their business and understand where to prioritise efforts to better drive growth.

Paid Rs50 per tweet to several lakhs to spread negative influence: How “smear campaigns” work

These eight YouTube channels had a cumulative count of almost 23 million subscribers. (Representational image by bruno neurath-wilson via Unsplash)

Smear campaigns ought to be taken more seriously now more than ever with social media being at an all-time high, and with influencers being the new decision makers for consumers.

Meet Tista Sen, the woman behind the all-women advertising agency – Ladyfinger

"I genuinely believe that correcting the gender imbalance will only increase brand salience and increased business for the brand." - Tista Sen, COO and CEO, Ladyfinger

Tista Sen, COO and CEO, Ladyfinger discusses challenges, goals and learnings while setting up a female-focused agency in an interview with Delshad Irani.

Fantasy Sports industry to hit Rs 25,240 cr by FY27

Indian FS Industry has also rapidly become a hotbed for innovation, championing advanced artificial intelligence or machine learning algorithms, white-labelling software for global companies, and breaking into the web3 space. (Representative Image by Jeshoots via Unsplash))

60 percent of the user transactions on Fantasy sports platforms have come in through tier 2-3 cities, finds the report. Women are an estimated 30 percent of the total user base.

Ariel’s #ShareTheLoad: P&G India’s Sharat Verma and BBDO India’s Josy Paul on committing to a brand purpose

In an interview with Storyboard18, Sharat Verma, chief marketing officer, P&G India, and vice president - Fabric Care, P&G Indian subcontinent and Josy Paul, chairman and chief creative officer, BBDO India, share that #ShareTheLoad movement has been able to voice the right message and tonality because there is no template. (Image: A still from Airel's new ad film)   

Procter & Gamble India’s detergent brand Ariel’s long-term advertising movement #ShareTheLoad is back. This time Ariel spotlights the long-term impact of the unequal distribution of chores on relationships. Storyboard18 caught up with the makers of the campaign.

JioCinema sets new record with 2.4 crore concurrent viewers during CSK-RCB match

While IPL ratings grew on TV between 2018 to 2020, the ratings have seen a continuous decline, dropping to as low as 3.68 TVR last season. The 4.72 TVR achieved this season is the 2nd lowest in the last six seasons, despite telecasting matches on FTA. (TVR = Percentage of target audience who viewed the matches, averaged across match duration). (Representative Image: Chennai Super Kings via Twitter)

Free streaming of IPL matches has set record-breaking viewership numbers, beating the previous record held by Disney+ Hotstar.