Advertising Strategy

There's so much content that people have content indigestion: Prasoon Joshi

In November this year, Joshi forayed into theatre, with Rajadhiraaj: Love. Life. Leela, a musical depicting the journey of Shri Krishna

LGBTQI, disabled persons feature in below 1% of campaigns: Report

Cultural diversity is missing from the country's advertising, a report by the industry's self-regulatory body ASCI and a UN body said on Tuesday. The report said that less than one per cent of promotional campaigns feature persons belonging to lesbian, gay, bisexual, transgender, queer and intersex (LGBTQI) community as well as disabled, while only 4 per cent campaigns show people aged above 65. The study by Kantar on behalf of Advertising Standards Council of India (ASCI) and UN Women Convened Unstereotype Alliance scrutinised over 261 ads in 13 languages, and mapped them on dimensions of age, gender, sexual orientation, race/ethnicity, physical appearance, social class, disabilities, and religion. "Ads that are stuck in stereotypical depictions are missing a trick in connecting with India's diverse consumer base," ASCI's chief executive and secretary general Manisha Kapoor said, adding progressive advertising works better for society and for brands. With 45 per cent of ...

TMS Ep626: RBI MPC, shockvertising, PSU bank stocks, Jai Anusandhan

What was the key message from RBI MPC? How much shockvertising is too much? Will PSU banks continue to rule markets? What is Jai Anusandhan? All answers here

MRF to Meta: Brands bowl cricket fans over with ads, watchdog on its toes

Leading labels from diverse industries such as Coca-Cola, MRF, Royal Stag, Meta and Booking.com are running ad and marketing campaigns with catchy phrases

Amazon, Flipkart rising as advertising platforms to challenge Google, Meta

The reasons are not hard to find. "Searches (for purchase) originate on Amazon, therefore advertising leads to sales," says Mehta

7 in every 10 Indians likely to buy a product endorsed by an influencer

90 per cent of Indians have bought at least one product based on influencer endorsement, says ASCI

Advertiser ought to have freedom for generic comparison with products: HC

An advertiser needs to have the freedom to make advertisements containing generic comparison with other related products to highlight its own product and mere allusions are not sufficient to make out a case of disparagement, the Delhi High Court has said. The court made the observation on a lawsuit by Zydus Wellness Products against Dabur India over commercials for 'Dabur Glucoplus-C Orange' as it refused to pass an interim order to restrain alleged unfair competition and disparagement in relation to the plaintiff's 'Glucon-D Tangy Orange'. The plaintiff alleged disparagement of its product, which was stated to be a market leader in orange glucose powder drinks, on the ground that commercials gave the impression that all the orange glucose powder drinks are entirely inefficacious in providing energy and only the defendant's product is capable of doing that. The court observed an advertisement cannot be analysed in a hyper critical manner and, in the absence of any disparaging ...

Content, health biz, digital experiences top priorities: Ogilvy global CEO

'Borderless creativity requires that all stakeholders contribute to nurture creativity', she said

Why no one talks of co-opetition in advertising

Coopetition or co-opetition (sometimes spelled co-opertition) is a neologism coined to describe cooperative competition

My favourite campaign is Google India's 2013 'Reunion': NetElixir CEO

The sensitivity with which Google entwined its sophisticated search capabilities around the sentiments of the characters was a real heart stealer.

In advertising, to err is human

If advertising practitioners and pundits do need to get themselves into a rage in 2020, there are a lot more pertinent issues than inadvertent mistakes that ought to get them worked up

An agency's history can be a powerful differentiator: DDB Worldwide CEO

Advertising is seeing disruption from new-age tech companies and consultancies and it is increasingly getting harder to achieve growth, but I still remain excited about the business, says Wendy Clark

Digital advancement: Brands focusing on in-house programmatic to raise RoI

As the programmatic industry is gaining traction in India, publishers are in a run to focus and streamline their process to achieve maximum output