Month: October 2023

Ad fraud: How AI can help detect ad fraud

Netcore's AI-based recommendation engine will allow Fabindias to customize AI algorithms for various scenarios, tailoring product recommendations to shoppers at different stages of the purchase funnel.(Representative image by Possessed Photography via Unsplash)

Ad fraud includes click fraud, impression fraud, and conversion fraud. It syphons off ad budgets, tarnishing the reputation of legitimate businesses. But AI’s strengths in anomaly detection, predictive modelling, NLP, and image & video analysis offer promising solutions.

NARS Cosmetics enters India, says country is the next ‘beauty hotspot’

"The Indian beauty market and consumer expectations have evolved significantly in the past few years, with discerning Indian consumers actively adding global brands to their collection of beauty products. With the launch of NARS in India, Shiseido also aims to strengthen its prestige skin beauty brand portfolio and accelerate growth in the Asia Pacific region," said Nicole Tan, president and chief executive officer of Shiseido Asia Pacific.

Nicole Tan, president and CEO of Shiseido Asia Pacific, talks about the enthusiasm of Indian consumers and what’s planned for them.

Marketing Mocktail: Narrow or broad – brand portfolio extension themes explained

The question is, do brands extend their portfolio randomly, or is there a thought process behind it? What is the basis of extending a brand? Is there an underlying theme? (Representative Image: Grant Durr via Unsplash)

There are five types of brands based on the theme that they use to extend themselves, straddling a scope from narrow and focused to broad and diverse.

Netflix gains nearly 9 million subscribers; increases subscription price

The legal notice was sent to Netflix in January where the KKCL lawyers had mentioned that the usage of registered trademark ‘killer’ for the film ‘Killer Soup’ would cause KKCL "irreparable loss, harm and damage, and damage to their goodwill." (Representative Image: Mollie Sivaram via Unsplash)

In the United States, Netflix has increased the price of its premium ad-free plan by $3 per month to $22.99, while the cost for premium rose by 2 pounds to 17.99 pounds in Britain and by 2 euros to 19.99 euros in France

Anushka Sharma, Virat Kohli team up with ‘ghosts’ for Livspace campaign

According to Kartikeya Bhandari, CMO, Livspace, the real estate market has expanded with a lot of people buying homes. The importance of one’s own space has really imbibed post Covid. Post Covid, a lot of people now actually want to own their space and want to do up their space like your workstation or gym or spaces where you can do multiple things.

Kartikeya Bhandari, chief marketing officer, Livspace, shares his experience about the company’s ‘Horror with Humour’ campaign. He says as horror mixes with humour, it becomes an engaging experience for the viewers.

Hip-hop is currently the fastest-growing music genre in the country and brands know it: Anshul Ailawadi

Anshul Ailawadi, Head of Youth, Music, and English Entertainment at Viacom18 states, "Our partnership with T-Series has significantly amplified our reach, a trend we aim to continue in the new season. Our goal is clear — take the music to the world. We're not gatekeepers; The Hustle stage is open to anyone wanting to express themselves through music and words."

Hustle from MTV (Viacom 18) is coming back for the third season with more brand partnerships and scope for the growing hip-hop community in India.

The ACE model: A path to leading with influence

Building credibility is equally vital. It's not enough to talk the talk; you must also walk the walk, both in and away from the presence of your team. Consistency is the key to building trust and credibility, writes Subramanian Ananthapadmanabhan. (Representative Image: Alexander Milo via Unsplash)

Take the first crucial step towards defining your leadership through humility and influence rather than the designation imposed by your title.

JWT stalwarts speak out on the death of the agency

Grasp will introduce a new route to partner with MiQ across all markets. The company will continue to operate as an independent business unit under MiQ’s ownership and will retain its current brand. There will be no change to either company’s organizational structure. (Representative Image: Tim Mossholder via Unsplash)

HTA/JWT veterans share their feelings about the merger of Wunderman Thompson and VMLY&R to create VML.