Tag: Advertising

Goafest 2023: “The ABBY has always been seen as a plus on someone’s CV,” Pallavi Chakravarti

"We looked for relevant subject matter, good brand fits, fresh ideas, sharp insights and arresting execution. The intent was to recognise work that can hopefully compete at the highest level and stand up to the scrutiny of juries around the world," says Pallavi Chakravarti.

Pallavi Chakravarti, founder and chief creative officer of independent creative shop Fundamental, was the jury chair of the Diversity, Equality and Inclusion category at the ABBY One Show Awards 2023.

Amazon vs Myntra: Who will win over more Gen Z shoppers in India?

Unlike previous generations, which were heavily influenced by Bollywood and sports celebrities, Gen Z shoppers are more picky about who they follow. Social media influencers have emerged as a significant force in shaping their purchase decisions. However, there is a catch. This group only follows influencers or celebrities who ‘walk the talk’ and are more trustworthy. (Representative Image: Amanda Vick via Unsplash)

From curating quirky shopping experiences to creating catchy videos on the latest fashion trends, Storyboard18 decodes how Amazon and Myntra are set to capture Gen Z shoppers.

IPL’s free streaming on digital has given a lot of firepower to advertisers

Sidharth Singh, co-founder, CupShup, an online marketing firm, talks about advertisers witnessing favourable returns on investment on digital spends, leveraging platforms, tailored strategies and more.

The co-founder of CupShup says IPL on digital this season is seeing reduction in wastage due to factors like vernacular commentary option and more engagement embedded into the live matches.

Inside Banter: Let go of the cookie-cutter approach to stand out in IPL

Vodafone broke the IPL clutter with the loveable ZooZoos (left) and the Starbucks campaign (right) narrated a tale with a twist in the end and immediately garnered attention. (Representative image: left image by @transitbrand via Twitter and right image by @bilericoproject via Twitter)

IPL poses some unique challenges for marketers who have to ensure that their brands consistently stand out in this hyper-competitive space.

Goafest 2023: “The evolution of ABBYs in the past couple of years is quite remarkable,” Ashwini Deshpande

"Smaller, independent agencies feel the confidence to share their work in these awards (like the ABBYs) along with the bigger, national or international agencies and brands," says Ashwini Deshpande.

Elephant Design’s Ashwini Deshpande was the jury chair of the Design category of the ABBY One Show Awards 2023.

#TBH: Can advertising take the lead in bringing social change?

While sticking their necks out on issues may imperil the brands, they do take calculated risks to be able stand out in the clutter. To be sure, the representation of the LGBTQIA+ community in advertising is a more recent phenomenon. This may be a result of the successful challenge to Section 377 of the Indian Penal Code that effectively decriminalised consensual adult same-sex relationships, providing a huge fillip to the LGBTQIA+ movement. (Stills from ads)

Gone are the days when brand advertising just meant highlighting the features or attributes of a product. Today, brands are strongly aligning their communication strategies with a cause. With the proliferation and the growing popularity of social media, the medium has played its part in brands strongly associating with a cause.

Jitender Dabas on making Goafest great again

Every industry needs its marquee events to showcase its best. Every industry must have forums where it can present views. Every industry needs festivals to celebrate itself and make its people feel happy and proud to be a part of it.

Senior advertising executive and McCann WorldGroup India’s COO Jitender Dabas opines on key steps that could steer Goafest to glory again.

Online retail in Indian garners $60B GMV in FY23; Flipkart Group maintains market share: Redseer

In contrast to the pre-covid levels e-tailing market has grown deeper across categories, with more users making purchases online. Although mobile phones dominated the category divide in FY19, fashion is now the single largest category with 27 percent share whereas BPC, grocery and home categories are the fastest growing. (Representative Image via Unsplash)

Ads monetisation contributed $1.2 billion in revenue for Indian e-tailers in FY23, according to Redseer’s new report.