brand marketing – Page 224

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.

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.

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.

Weekly Shorts: How brands can tune to ASMR for campaigns

The younger generations tune into ASMR content for entertainment and relaxation from their fast-paced lifestyle. They also use it as a therapy to calm anxiety, especially when the 2020 Covid-19 pandemic increased mental health issues by 25 percent globally. ASMR content provides a sense of calmness and relaxes the nerves giving a similar feeling you get from meditation. (Representative Image: Israel Palacio via Unsplash)

What’s buzzing in influencer marketing and the creator ecosystem? What’s the next big thing coming down the line? Catch the big trends and hot topics in our weekly shorts.

Online gaming expected to grow to reach Rs 231 billion by 2025-FICCI-EY

For the first half of FY24, Nazara reported a 42 percent year-on-year (YoY) increase in profit after tax to Rs 45 crore as against Rs 31.7 crore profit in H1FY23. Revenue from operations grew by 13 percent to Rs 551.7 crore as against Rs 486.9 crore in H1FY23. (Representative Image via Unsplash)

Drivers for this growth include, access to high-speed internet in India’s Tier-II,III and rural areas and clarity on the new IT rules enabling compliance and building gamers’ trust4

P&G India achieves 50 percent representation of female directors behind the camera for brand ads

Initial partners include Easterseals, Gold House, The Latinx House, NAACP, Sundance Institute, and Yuvaa. (Representative image by Jon Tyson via Unsplash)

The company achieved the milestone one year ahead of the commitment timeline of 2024, now focused on sustaining impact.

Tonic Worldwide wins creative mandate for L’Oréal Paris

Caratlane had reported turnover of Rs 2,177 crore in Financial Year 2023 against Rs 1,267 crore in Financial year 2022.(Representational image by Chris Liverani via Unsplash)

Tonic Worldwide’s specialist arm GIPSI along with their e-commerce knowledge will play an important role in creating a fruitful partnership.

Kantar-Google report: 1 in 2 Indian languages internet users are consumers of news in India

The report also said that there are around 153 million active online news consumers in Indian languages, who consciously access news through various sources such as news apps, websites, and YouTube. Among these, the majority are rural users, constituting 59 percent (91 million) while urban users constitute 41percent (62 million). (Representative Image: Lucas Hoang via Unsplash)

There are 153 million active online news consumers in Indian languages, 59 percent of which are rural users.

Mondelez International makes Deepak Iyer as EVP and president, Asia Pacific, Middle East and Africa

Since 2016, Deepak Iyer has successfully led the company’s India business driving sustained double-digit revenue growth, significantly expanded profit margins, strong cash flow generation and the adoption of advanced technologies and use of consumer data.

Deepak Iyer replaces Maurizio Brusadelli, who will leave the company in June to pursue another leadership opportunity.