July 2023 – Page 14 – storyboard18

Prashant Pitti on AI impact on travel sector, power of influencers and more

Prashant Pitti, co-founder of EaseMyTrip.

Prashant Pitti shares that almost 90 percent of all holiday packages are still booked either via a phone call or through an offline travel agent. Generative AI, such as ChatGPT and other tools, can work wonderfully to create highly customized itineraries based on people’s needs.

Meesho’s Vidit Aatrey on brand revamp, regulations influencers and more

Vidit Aatrey, Founder and CEO, Meesho

Vidit Aatrey, Founder and CEO, Meesho talks to Storyboard18 about company’s recent brand revamp, investment in mass media and why regulating social media influencers the right way is the way forward.

Explained: Why OTT content is under scanner

High-profile data breaches and privacy scandals have eroded confidence in online platforms and advertising practices.

Over The Top (OTT) platforms have been given 15 days or two weeks’ time to contemplate the information & broadcasting ministry’s proposal of forming a committee or an additional “layer“ that would review scripts before a show or series is commissioned or goes under production.

Subhash Chandra wants to buy Dish TV shares worth Rs 1,500 cr, legal experts ask how

CNBC-TV18 has learnt that as part of the agreement, Essel Group entities have committed to repaying Rs 1,500 crore within a span of seven months to JC Flowers. The terms of the settlement dictate that 15 percent of this amount would be repaid within the first 30 days, with the remaining 85 percent to be paid over the following six months, the sources said. (Image sourced from ZEE website)

The Essel Group Chairman is reportedly in talks with JC Flowers Asset Reconstruction Co to buy its 28.2% stake in the satellite TV operator. However, with Chandra still to repay creditors of Essel Group, legal experts say he will find it difficult to raise the money.

Early birds and late worms: A brand manager’s 3-pinch model for content relevance

Abhay Singhal underlined that AI isn't merely a tool to improve efficiency; rather, it serves as a catalyst for reimagining established paradigms. (Representative Image: Fab Lentz via Unsplash)

In the era of fast-moving timelines, the format of storytelling can make all the difference. The content equivalent of the 3-Pinch Model works similarly – tell the story in 3 words, 3 paragraphs or 3 pages.

Talented scripts new work norms that are unheard-of in ad agencies

Talented stated that the handbook is the result of months of research, thoughtful debate, and serious introspection among 30 plus members of Talented's founding team. (Representative image via Unsplash)

The indie agency’s open-sourced playbook has chapters featuring their best practices, including paid tests during interviews, no follow-ups culture, 3-day full and final settlement policy, 8 hours work rule, and more.

Meta partners with actress Karishma Kapoor to help creators manage their online presence

Meta also rolled out reels on Facebook in 2022, allowing users to create and watch videos clips from creators. One could also view public reels from Instagram, if the creator chooses to recommend it on Facebook. (Image source: Unsplash)

‘You Decide’ is a digital campaign that will be amplified by close to 10 popular creators such as Shivani Kapila, gamer Shakshi Shetty and Manish Kharage, among others to generate awareness among millennials and genZ about social media safety and tools available for the same.

Decoding Barbie movie’s marketing blitz; Mattel spent $100 mn on marketing

Barbie movie was originally commissioned in 2009 and it apparently caused a global shortage of fluorescent fuchsia paint colour.

Mattel, which has secured over 100 brand partnerships, is either paid a flat licensing fee or gets 5-15 percent sale fee on any collaboration.

Inside Banter: Into the minds of the world’s most creative people

Piyush Pandey shared stories about his “memory palace” which held a mega-store of memories, anecdotes and flashes of insights collected across his life journey from Jaipur, Ranji cricket, the early advertising days and then multiple legendary Ogilvy-client partnerships. (Representative Image: Etienne Girardet via Unsplash)

In one’s daily life, it pays to speak to diverse sets of people, or read diverse magazines or websites and set up opportunities to meet audiences and people that one would not, in the daily course of life. Be curious.

Explainer: How Netflix will find out if a user is sharing password

The ad-supported plan was launched by Netflix in Australia, Brazil, Canada, France, Germany, Italy, Japan, Korea, Mexico, Spain, the UK and the US. (Image by ibault Penin via Unsplash)

Since it announced a crackdown on password sharing, Netflix has been rapidly gaining subscribers and has already added 6 million new accounts globally.