Raising the stakes
BrandWagon FinancialExpress
Media, marketing & advertising segment of the business daily Financial Express, from The Indian Express Group
Media company Viacom18 recently bagged the exclusive media rights for BCCI (Board of Control for Cricket in India), underscoring its ambition in the live sports broadcasting space. It followed that up with another big announcement about scooping up the media rights for the Indian Super League (ISL), the country’s top-tier football league, across digital and linear TV for the next couple of years. Aside from BCCI and ISL, the network currently owns media rights for IPL (digital), WPL, Olympics 2024, NBA, LaLiga, World Athletics Championships Budapest 2023, MotoGP and several more.Though Viacom18 didn’t respond to queries from FE, the opportunity is apparent.
Evolution of the Madmen – How the art of storytelling in advertising has changed
Cadbury’s Kuch khaas hai advertisement is a perfect example of old wine in a new bottle. There was a time when brand stories were told in the form of interesting copies published in newspapers. This was replaced by video and now there is no dearth of either medium or media. With time, the art of story-telling has evolved and now stories are no longer created for just one platform or form of video, rather various renditions are made. Yet some would call it a lost art.
Into the fast lane
When corporations market their products and services in a new category, the tendency is to focus on performance attributes, such as price and features,sidestepping larger initiatives to promote the overall company brand. This is crucial to shake up the status quo and capture the attention of early adopters. The positive word-of-mouth from these early customers accelerate product adoption.
How esports benefit as pay-to-win struggle to find a way to survive
They say you lose some and win some. And currently, the online gaming industry is perhaps the perfect example. While companies which operate play-to-win online games are trying to navigate the 28% goods and services tax (GST) issue, from what it seems esports as a genre has benefitted from the roll-out of old popular games. This is also believed to have helped esports generate user traction. Case in point: Garena announced the return of Free Fire on August 31. Battlegrounds Mobile India, popularly known as BGMI
Interview: Bipul Chandra, MD, Ducati India
In 2022, Ducati delivered a record 61,562 motorcycles around the world, making it the best-ever year for the brand. How would you rate your performance in India?
The volumes in India are in line with expectations. We are expecting about 10%-15% growth this year over last year. Our CAS (commercial after sales) is also showing growth year over year and contributes approximately 15% to the business revenue.
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‘Get ready with me’ say influencers on short video platforms; is it more than a marketing gimmick?
We have all scrolled miles and miles on Instagram Reels, YouTube Shorts, among other short video platforms, and have come across one kind of common video called, ‘get-ready-with-me’ that is GRWM. “GRWM videos are a big hit. These are what is called advertorials and not advertising, and that is its fundamental appeal. Your favourite influencer is out there flaunting the apparel. There is branding for sure, but this is not a hard sell. Nowhere an influencer asks to buy.
70% consumers ready to spend more this Diwali reveals Trade Desk survey
Approximately 70% Indians are ready to spend more this Diwali, resulting in a 35% increase from last year, according to the third Festive Pulse Survey conducted by global advertising technology company, The Trade Desk. The planned increase in consumer spend is led primarily by consumers’ view that their financial situation has improved (53%), and consumers’ eagerness to celebrate a lot more this year (49%).
Blogger’s Park: Why so serious?
“Let’s have some fun. After all, it’s only advertising”. This popular saying of our industry has two parts to it. The second part talks about it being ‘only advertising’. This part makes advertising sound frivolous, a side job, a casual endeavor. I don’t agree with that because advertising is not these things. Advertising is about building brands, shaping pop culture and if anything, it is serious business.
After hours with Uttam Malani, executive director, Centuary Mattresses
My job is to ensure that India sleeps better! As India’s sleep specialists, we at Centuary Mattresses take our job of supporting India’s sleep needs very seriously. The comfort and bedding industry in which we operate is often neglected in the consumer mind-set while looking for better sleep, and that’s what makes my job more relevant — to educate and empower customers through relevant information and engagement with the brand and the category. Given a choice, I would like to see tighter quality standards in the industry at large as taking care of someone’s sleep is no business to be taken lightly!
On the spot with Aditi Shrivastava, co-founder and CEO, Pocket Aces
This campaign is a great example of how to be innovative while delivering a story. The focus and importance on feel-good content, breaking away from the noise of sensationalism is quite admirable. It’s a breath of fresh air in a world where drama takes centrestage.