May 2023 – Page 14 – storyboard18

Marketing Mocktail: Friends, family and lovers-brand-user relationships explained

When consumers emotionally connect with a brand, it is based on a chemistry or vibe and not a SWOT analysis of the brand. (Representative Image: Edu Lauton via Unsplash)

The emotional connection of a brand can be assessed based on what type of relationship your consumers have with your brand.

Storyboard18 Exclusive: Dettol and Durex-maker Reckitt Benckiser India calls for media pitch

Canal+, Havas and Lagardère are currently experiencing strong growth in an international context marked by numerous investment opportunities.(Representative Image: AbsolutVision via Unsplash)

FMCG major Reckitt Benckiser that owns brands like Dettol and Durex has called for a media review, the account size is estimated at Rs 500 crore.

#TBH: Digital news publishers’ big chase for elusive revenue

While the US media body has been quick to perceive the fresh threat to their business, AI could open another battle front for digital news publishers in India as well. (Representative Image: Clay Banks via Unsplash)

By the end of this year, digital media will overtake TV ad spends cornering 40 percent ad share. This will increase further to 45 percent by 2024. But even with advertising money rapidly shifting from print and TV to digital, online news publishers in India are a discontented lot faced with the challenge of building sustainable businesses.

Why nostalgia works in advertising?

Nostalgia marketing can be particularly effective in reaching multiple generations. By tapping into elements of the past that resonate with different age groups, brands can create a sense of shared experience that crosses generational lines. By using nostalgia, brands have created campaigns that connect with both older and younger generations and create a sense of shared experience. (Image source: Parle-G - Parel Products, Coca-Cola - Jonathan Borba via Unsplash, Apple ad - YouTube)

Being powerfully associated with positive effects on consumers’ psychological well-being, the integration of nostalgia in brand marketing increases feelings of social connectedness and divulges a sense of meaning and purpose.

Shemaroo Entertainment ropes in Anuja Trivedi as chief marketing officer

Anuja Trivedi brings over 15 years of rich experience in strategy and media and entertainment industry, having held senior leadership roles in reputed organizations such as Disney Star, World Gold Council, McKinsey & Company, Morgan Stanley and PwC.

In her new role, Anuja Trivedi will lead the company’s overall marketing strategy and will be responsible for driving business growth, leading strategic initiatives and strengthening consumer engagement.

CXO Moves: Entries, exits and elevations at Mondelez, Marico, Lowe Lintas, Zee Media, Good Glamm Group, Razorpay and more

Get the full picture on people and their moves on the corporate jungle gym in CXO Moves. (From left to right: Deepak Iyer, Saugata Gupta, Prateek Bhardwaj and Abhay Ojha)

Executive moves in the world of brands and agencies.

Biz Moves: Havas and Tonic bag big business

Puma India has roped in Havas Media Group India as the media agency on record (AOR). Here, the agency will oversee the entire offline and online media service suite including digital, television, print, radio, out-of-home (OOH) and cinema mediums for Puma. (Representative Image: Louis Hansel via Unsplash)

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

Goafest 2023: Mullen LoweLintas, Wunderman Thompson, McCann make a comeback at the festival

To increase participation and engagement this year, the committee has also launched ‘Goacast’ which is GoaFest’s official podcast. The podcast will offer exclusive interviews and scoops daily from prominent personalities of the industry. (Image sourced via GoaFest website. Created by ChatGPT)

Goafest 2023 will be held on 24th, 25th and 26th May at Grand Hyatt, Bambolim, Goa. The fest will also witness the 54th edition of the ABBY’s.

Bookstrapping: The Hidden Hindu trilogy

One cannot miss the tendency for descriptive writing; the scenes are set vividly.The description of Paatal Lok as more beautiful than Swarga Lok in book three, is a case in point. (Image source: Amazon)

The reviewer gives a holistic view of each book and the beautiful description of Paatal Lok which is more mesmerising than Swarga Lok. Rating: 3 stars