An advertisement is a reflection of the society, the culture it is made in; the era it pertains to. It is an embodiment of the sensitivities of its time; it is the human insight in its bare context, repurposed as a mirror to human society.
There is a huge opportunity to not just bring DryBath to India but also create specific India centric variants where Indian herbs can also be added to DryBath’s unique blend . Sandalwood Spray or Neem Dream sachets -simply rub them on and showering done. A possible brand extension even for some of the hand sanitizer makers who may be facing a post covid slump in the sanitizer category.
While significant progress has been made, challenges remain as we navigate the complexities of the digital age. By staying informed about emerging trends and predictions, organisations can proactively adapt their data privacy strategies to comply with regulations and build trust with consumers.
Marketers and developers are rightfully focusing on increasing in-app advertising budgets to enhance user retention. Understanding their target audience and analyzing their app’s performance can help determine their mobile app’s success and failure, making working with MMPs (Mobile Measurement Partners) increasingly significant. Consider them as an external marketing partner which can help track the origin of an app’s installation and highlight the effectiveness of each source.
Sexual conversations in the open are taboo in India and many other parts of the world. People are only willing to bare it all behind the sheets. At the India Communication Summit'24 the final session was a fireside chat with Leeza Mangaldas, sexuality education content creator, author and the founder of Leezu’s. In sex and communications there can be many commonalities, if you view it in the right context.
Sexual wellness is no longer spoken in hushed whispers. The Bold Care campaign featuring Ranveer Singh brought this discussion, nearly, into our drawing rooms. In an interaction with ET BrandEquity, marketers and business leaders in the sexual wellness space share insights on fostering an inclusive and respectful community that’s conducive to open discussions on sexual wellness.
During a conversation with the CMO of Bajaj Allianz Life - Chandramohan Mehra, he looks back on the origin of performance marketing - in the BFSI sector and talks about how tech has transformed marketing practices, helping the brand optimise ad spends.
The advertising industry seems to have decided that shock and awe is the best way to connect with people. While this approach guarantees talkability, it mustn’t be confused with efficacy. Atul Vasudeva, VP, strategy at Tilt Brand Solutions, argues that it’s time the advertising industry tried a new strategy, a less abrasive one that doesn’t jolt people into taking notice. Their senses are anyway being hijacked and bombarded with stimulus from thousands of other brands, he writes.
The business of fake goods is a thriving billion-dollar industry globally. A 2021 report by Crisil and the Authentication Solution Providers Association (ASPA) revealed that 25-30% of all products sold in India are spurious and that at least 31% of consumers willingly purchase counterfeit products. Mukta Lad finds out how brands in India tackle the counterfeit menace, which poses a threat to their reputations, revenues and consumer trust.
How are brands looking at implementing MarTech solutions to solve customer challenges, dig for consumer insights and tap into new consumer opportunities? In a conversation with Tapan Singhel, MD & CEO, Bajaj Allianz General Insurance, we explore the opportunities and challenges that lay ahead for a brand as they deploy MarTech solutions.
As India’s MarTech landscape matures, organisational priorities have shifted. With investments in MarTech growing year-on-year, the CFO is ringing alarm bells to reign in escalating costs. Organisations are bringing operational optimisation within the MarTech stack, meaning that they are striving to build a lean stack in response to changing market conditions.
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