Month: April 2024

Will multiple ratings agencies shake up the Indian broadcast industry?

According to stakeholders, a comprehensive data set is the need of the hour given broadcast is the not the only avenue for advertisers these days. In fact, digital has surpassed television spends. According to the latest dentsu advertising report, the AdEx is expected to touch Rs. 1,01,591 crore in 2024 with digital contributing Rs 50,857 crore. (Photo by Firmbee.com on Unsplash)

According to stakeholders, the introduction of a second rating agency within the broadcast ecosystem can be a valuable addition. By providing a more nuanced view of audience behaviour, it can ultimately lead to better content creation, more targeted advertising campaigns, and a more robust broadcast industry overall.

Who are advertising ‘pitch consultants’ and what do they actually bring to the pitch table?

New age brands or start-up brands are more driven by looking at the clutter breaking ideas that can help them get traction. But, they don’t really look at things from a long term perspective. (Representative image by Nick Fewings via Unsplash)

Pitch consultants and their structured process have come to stay in advertising. Storyboard18 reached out to brands and pitch consultants who decoded the role of the latter in pitching, and spoke about their learnings during the whole process.

Cannes Lions launches LIONS Creators, a first-ever creators experience at the festival

In 2023, Goldman Sachs analysts estimated that the creator economy was a $250bn industry and could reach $480bn by 2027. Simon Cook, CEO, LIONS, said: “With potential growth of this scale, it’s crucial that the Festival plays a role in bringing together the platforms, the brands, the creators and the agencies, and a wider cross-section of the industry to have the most pressing conversations around how we co-create, collaborate and unlock greater value and progress for the wider industry in this space.”

LIONS Creators has been established in collaboration with creators from around the world who all see the value in convening, doing business and learning from each other at the Cannes Lions International Festival of Creativity.

Patanjali misleading ads case: Baba Ramdev, Acharya Balkrishna issue fresh unconditional apology to SC

The Centre's affidavit also highlights facets of the existing policies that promote an integrative healthcare system with integration of both Ayush and allopathy.

Patanjali’s Acharya Balkrishna and Baba Ramdev have filed a fresh affidavit issuing an unconditional apology to the Supreme Court after they were hauled up by the apex court for defying its orders.

Angry Mittal?: Anupam Mittal “shocked” after Meta disables his company’s account

Anupam Mittal is also one of the leading voices to take on big tech firms like Google and Meta, slamming them for their "unfair" monopolistic practices in markets like India.

On April 9, Meta “arbitrarily” disabled his company’s account, prompting Anupam Mittal to call out the Mark Zuckerberg-led company on social media. Mittal also tagged Meta’s India operations’ head Sandhya Devanathan in the post.

Tata AIA’s ‘Karlo Shaadi Ki Poori Taiyaari’ campaign blends wedding excitement with financial planning

The company aim's to ensure that India and Bharat understand the need of life insurance and invest adequately to protect what matters to them the most.

Post its newly launched brand positioning ‘Har Waqt Ke Liye Taiyaar’ (prepared for all situations), Tata AIA has changed the way it communicates with consumers, using innovative humour and emotion to connect with consumers across life stages.