Kia has rolled out a new campaign ‘Tech is now Badass’ for the New Seltos powered with Kia Connect. Starring Bollywood actor Bobby Deol embodying the'Badass' persona, the campaign epitomizes the Seltos, appealing to customers who crave tech-driven mobility experiences. 

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The teaser begins with Bobby Deol activating the New Seltos X-Line using the Kia Connect application on his watch, emphasizing its advanced technology and seamless connectivity. 

Both Seltos and Lord Bobby will be seen mirroring each other's style, boldness, and charisma in the main film, making this collaboration truly electrifying. 


Kia rolls out new campaign 'Tech is now Badass' with Bobby Deol

Starring Bollywood actor Bobby Deol embodying the'Badass' persona, the campaign epitomizes the Seltos, appealing to customers who crave tech-driven mobility experiences.

IPL 17 ads on TV up 15 percent as new categories and brands join the game

Sachin Tendulkar and Ageas Federal Life Insurance challenge conventional notions of financial planning

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Rupali Ganguly, a well-known face in Indian television thanks to her portrayal of relatable characters, has not only captivated audiences on screen but also become a trusted figure in the brand endorsement world. Her down-to-earth personality and ability to connect with a wide range of viewers have made her a valuable asset for companies looking to promote their products. Let's delve deeper into some of the prominent brands Rupali Ganguly has chosen to represent:

<strong>Aashirvaad Atta:</strong> In Aashirvaad Atta's "Likh ke Le Lo" campaign, Rupali plays a pivotal role in endorsing the brand's commitment to quality and transparency. The campaign highlights Aashirvaad's use of QR codes on their atta packs, allowing consumers to access detailed information about the wheat quality and milling process. Rupali's presence as a trusted figure adds credibility to the brand's message, assuring viewers that Aashirvaad prioritizes providing superior quality atta.

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<strong>Follikesh:</strong> Follikesh, a brand offering natural hair care solutions, has Rupali Ganguly as their brand ambassador. Follikesh aims to target busy women who seek convenient and effective hair care routines. Rupali's image resonates with this audience, portraying a relatable character who juggles various responsibilities while maintaining beautiful hair. Follikesh emphasizes the use of 100% natural ingredients in their products, making them a healthy and convenient choice for everyday hair care.

<strong>Tata Tea Premium:</strong> Tata Tea Premium, celebrating India's rich handloom heritage in a limited edition campaign, featured Rupali Ganguly. Here, Rupali's association with traditional values and her image as a relatable Indian woman aligned perfectly with the brand's message. The campaign aimed to evoke a sense of cultural pride and encourage consumers to connect with the essence of India.

<strong>Kaveri Mehendi:</strong> Adding a touch of tradition to her portfolio, Rupali Ganguly endorses Kaveri Mehendi cones. Kaveri Mehendi, known for its rich color and intricate designs, is a popular choice for Indian weddings and celebrations. Rupali's endorsement adds a touch of authenticity and trust to the brand, appealing to women who seek beautiful and long-lasting mehndi designs for special occasions.

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Brand Rupali Ganguly: From Anupamaa to Aashirvaad; Brands endorsed by the actor

Ageas Federal Life Insurance's latest annual campaign with Sachin Tendulkar challenges conventional notions of financial planning. Erum Kidwai, Sr. Vice President and Head Marketing, Ageas Federal Life Insurance shares why Sachin Tendulkar was chosen as the face of this campaign, how it has leveraged technology such as Gen AI and Deep Fake to ensure relevance and relatability for today’s tech-savvy audience and embodying its brand ethos of #FutureFearless, utilizing state-of-the-art VFX and animated storytelling.

<strong>Take us through the genesis of Ageas Federal Life Insurance's annual campaign. Why Sachin Tendulkar?</strong>

The genesis of Ageas Federal Life Insurance's annual campaign lies in its commitment to redefine the narrative around financial planning and insurance, aligning with its brand philosophy of making our customers #FutureFearless. Sachin Tendulkar, an icon revered across generations, was chosen as the face of this campaign due to his universal appeal and inspirational life journey. His debut at such an early age serves as a metaphor for the significance of early financial planning, resonating strongly with parents and individuals alike.

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Leveraging innovative technology such as Gen AI and Deep Fake, the campaign ensures relevance and relatability for today’s tech-savvy audience. The choice of Sachin Tendulkar reinforces the brand's message of empowerment, encouraging individuals to take charge of their financial future with confidence and optimism. Through the "Cradle to Crease" campaign, Ageas Federal Life Insurance continues to push boundaries in storytelling while amplifying the importance of financial planning across all age groups.

<strong>What are some market trends and consumer insights that you are noticing and how is Ageas leveraging them?</strong>

Ageas Federal Life Insurance adeptly leverages prevailing market trends and consumer insights to strengthen its brand positioning and engage with its target audience effectively. Recognizing the increasing dominance of digital platforms in consumer engagement, the company strategically focuses its marketing efforts on channels like social media, influencer pages, and OTT platforms, ensuring cost-effectiveness and broad reach. 

The brand exhibits a keen understanding of consumer needs, particularly parental concerns about their children's futures, tailoring its campaigns to address these apprehensions. By highlighting the importance of securing one's financial future, Ageas Federal Life Insurance aligns itself with a customer-centric approach, resonating deeply with its audience. The prime insight driving the current campaign being that there is no fixed time or age to buy an insurance plan. The right time is always NOW and each plan can be tailored to meet one’s needs and objectives to ensure a financially secure future.

The company's adoption of innovative marketing techniques, such as advanced VFX and animated storytelling, underscores its commitment to staying ahead of the curve. We not only embrace market trends but also shape them, all while prioritizing our core values of Care, Dare, Deliver, and Share. By tailoring engagement efforts to diverse customer profiles and product suites, we enhance brand visibility and forge deeper connections across various market segments. This commitment to understanding and addressing customer needs cements our position as a forward-thinking and customer-centric insurance provider. 

<strong>Where is the business coming from most? </strong>

Ageas Federal Life Insurance has firmly established itself across the country, however we have a significant market share in the south. This success is owed to our deep understanding of local market dynamics, culturally sensitive approach, and tailored product offerings for individuals and families. Our primary customer base, aged 25-45, includes both men and women, with a notable recognition of women's increasing influence in insurance purchase decisions. 

By capitalizing on our understanding of our customer segments, particularly parents, and our strong suite of products, we continue to excel in this market segment. Emphasizing digital transformation and enhanced customer service through mobile applications and ChatBots underscores our commitment to meeting the evolving needs of tech-savvy consumers across demographics. Overall, Ageas Federal Life Insurance's business is rooted in a diverse customer base, with a focus on inclusive growth and delivering exceptional customer experiences.

<strong>What are some of your key advertising and marketing strategies? How is Ageas optimizing AI?</strong>

Ageas Federal Life Insurance leads the way with innovative advertising and marketing strategies, establishing new industry standards. We are not only one of the 1st  brands in the Indian Insurance sector but also across the corporate sector in India to harness the power of Gen AI technology to revolutionize our approach, crafting personalized campaigns that resonate deeply with our audience. We embody our brand ethos of #FutureFearless, utilizing state-of-the-art VFX and animated storytelling to captivate viewers. Our marketing strategy seamlessly integrates traditional and digital channels, with a strong focus on platforms like social media and OTT, ensuring broad and cost-effective outreach.

Leveraging AI, we optimize our marketing efforts, gaining invaluable insights into consumer behavior and market trends to drive targeted campaigns. AI-driven solutions streamline customer onboarding and insurance sourcing through digital channels, accelerating product launches and strengthening partnerships. Our dedication to AI extends to automating underwriting processes and document validation, enhancing operational efficiency and reducing risks. We employ AI-powered tools to scan content, swiftly identifying and addressing any misalignments with brand values or proximity to problematic material. Through proactive measures, we safeguard our brand's reputation and integrity in the digital landscape, ensuring a secure and positive experience for our customers. Additionally, our use of programmatic advertising ensures that our ads reach relevant stakeholders where they consume content, maximizing impact and engagement.

<strong>Take us through the brand’s media mix.</strong>

Ageas Federal Life Insurance adopts a balanced media mix to maximize its reach and engagement across online and offline channels. Online platforms and channels play a significant role, with a strong emphasis on digital marketing investments. The company strategically allocates resources towards digital spends, focusing on platforms like social media, influencer pages, and OTT platforms to effectively target its desired audience. These channels offer cost-effective and measurable marketing opportunities, allowing Ageas Federal to optimize its digital spends for maximum impact. 

Also, the company leverages AI-driven insights and analytics to refine its digital marketing strategies, ensuring more targeted and personalized campaigns. 

Offline sales channels like Radio, selective Out of Home media, and visibility in high footfall areas like Cafes contribute to the media mix. We also use our branch network to hold meetings and interactions with our customers and prospects.  By investing in both online and offline channels, Ageas Federal ensures comprehensive coverage and engagement across various touchpoints, ultimately driving brand awareness, customer acquisition, and business growth in the competitive insurance market.







They say what goes around comes around. And that is exactly what is happening with Bombay Shaving Company. The tables have turned for the brand’s controversial ad that capitalised on the moment surrounding UP topper Prachi Nigam.
Rushabh Shah, co-founder of personal care and grooming appliance company Caresmith, saw an opportunity in the Bombay Shaving Company's viral newspaper ad and made the most of it.



Shah took a satirical swipe at Deshpande by creating his own ‘moment marketing’ campaign.



In an unapologetic and pretty direct post on social media, Shah said, “It was shocking to see the amount of hate targeted at Shantanu [Deshpande] because of his lack of sensitivity. Our simple message sell more head massagers for our bright future. Unhappy with my team as this ad does not ooze class and is super opportunistic :( . We don't have the money to put out this ad in the newspaper. Please sponsor this ad by buying our head massagers.”


Shah also included a link to his product at the end and a creative in the sam purple background used by Bombay Shaving Company in their newspaper ad. The creative that matched the newspaper ad’s tone said, “Dear Shantanu, you may or may not have hair but our head massager doesn’t care.”


Bombay Shaving Company's ad received widespread criticism for its lack of sensitivity. Despite attempting damage control, CEO Shantanu Deshpande's social media post claiming the ad was solely a message of support for Prachi fell flat, especially with the closing line mentioning ‘Bae.’ This capitalised letter hinted at a proper noun, likely referencing their female-focused brand, BOMBAE.


In a recent interview with Storyboard18, Manisha Kapoor, chief executive officer and secretary-general, Advertising Standards Council of India said, “Moment marketing presents exciting opportunities for advertisers, but missteps often occur due to rushed launches without sufficient diligence and oversight. This can lead to poorly-thought-out ads that may breach laws or advertising guidelines, and that may lack alignment with broader brand strategies.”


Also read: <a href="https://www.storyboard18.com/brand-marketing/moment-marketing-presents-exciting-opportunities-but-missteps-often-occur-due-to-rushed-launches-ascis-manisha-kapoor-30655.htm">The priority of being first rather than being right is a misplaced one, says ASCI chief</a>


Hyundai Motor India Ltd. (HMIL) has launched its latest multi-channel media campaign for Hyundai EXTER, titled ‘Dil mein Bas Jaye EXTER’. The campaign, featuring a series of six films, aims to significantly enhance brand recall and generate buzz surrounding the EXTER. This is while effectively highlighting its key safety, convenience and comfort features like six Airbags standard with 40+ safety features, Paddle Shifters, Sunroof, Cruise Control, Hill Assist Control, and more, highlighted the company.


Virat Khullar, AVP & vertical head, marketing, Hyundai Motor India Limited, said, "The ‘Dil mein Bas Jaye EXTER’ campaign exemplifies Hyundai’s commitment to creativity and innovation in marketing. With a focus on creating high brand recall and amplifying awareness about EXTER, these TVCs effectively communicate the unique value proposition of our SUV. By leveraging humour and relatable narratives while establishing an enhanced regional connect through Hindi, Tamil, Malayalam, Kannada, Telugu, Marathi and Bengali languages, we aim to resonate with our target audience and further strengthen the brand value and recall of the Hyundai EXTER.”


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He added, “In addition to the TVCs, we've developed concise, social media-specific content featuring familiar characters and settings. This targeted strategy aims to boost awareness and reinforce the 'Dil me bass jaye EXTER' positioning digitally, maximizing engagement and resonance, particularly among the Gen Z demographic. By extending the campaign's reach to social platforms, we anticipate heightened participation and advocacy for Hyundai EXTER."


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The campaign will be promoted across TV, digital, radio and social media channels, including YouTube, Facebook, and Instagram. Targeted towards driving higher website visits and video views, the campaign will utilize programmatic platforms to reach in-market auto enthusiasts, news channels, family-focused individuals, sport enthusiast, and travel affinity audiences, stated the company.


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Since its launch in 2023, Hyundai EXTER has garnered phenomenal customer response and critical acclaim. Boasting over 100,000 bookings and capturing a remarkable 34 percent segment share, EXTER has firmly established itself as a top choice in its category. Notably, the higher trims featuring enhanced convenience features, including a sunroof and Hyundai Bluelink Connected Car technology, have contributed to over 70 percent of EXTER sales.


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<strong>Read More:</strong> <a href="https://www.storyboard18.com/brand-marketing/hyundai-launches-new-initiative-to-increase-rural-reach-in-india-29539.htm">Hyundai launches new initiative to increase rural reach in India</a> 

Hyundai Motor India rolls out ‘Dil mein bas jaye EXTER’ campaign

Dentsu, in partnership with Amdocs - a leading software and services provider, has launched the brand’s first-ever campaign in India. The campaign, ‘Live Amazing. Do Amazing.’, aims to showcase the unique work culture and opportunities that Amdocs offers to its employees and prospective candidates. The campaign is conceptualised and executed by Dentsu Creative India - the creative agency within dentsu, along with iProspect - the integrated media agency under the dentsu umbrella.


Dentsu Creative India has created music film featuring Raja Kumari, a Grammy-nominated Indian American rapper and singer, who delivers a rap showcasing the opportunities and culture at Amdocs. Additionally, the film highlights the contributions of three historical figures renowned for their extraordinary achievements: William Shakespeare, Aryabhata, and Leonardo Da Vinci. The film acknowledges the creative spirit and commitment to excellence embodied by these iconic figures, while also celebrating the similar ethos embraced by Amdocs employees.


Speaking on the campaign, Gil Rosen, chief marketing officer, Amdocs said, “As technology advances rapidly, so do the expectations of our workforce. Amdocs leads the way by offering more than just jobs; it provides platforms for employees to drive change and shape their futures, making an impact on the world with today’s most cutting-edge technologies. Through this innovative employer brand campaign, kicked off with the Raja Kumari video, we aim to showcase the dynamic work culture of Amdocs and celebrate our people.”

 
Amit Murthy, vice president, Dentsu Creative India added, “In our business, briefs like this come once in a lifetime, allowing the agency to think creatively and uniquely. It is a great collaboration between two major companies in the world transcending borders. The high level of trust and independence we received was genuinely unparalleled, and I feel it is reflected in the ideas and work we have produced.”


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Siddharth S, group executive creative director, Dentsu Creative India commented, “The ask from the client was to make a music video that invites potential talent to join Amdocs. A company that gives its employees a conducive environment to grow and pursue their interests too. From the outset, we knew it could not be just a typical recruitment ad or just another song and dance piece. We also knew that Amdocs wanted to pitch themselves as creators and not just a solution provider. And this led us to 3 amazing creators from the past - William Shakespeare, Aryabhata and Leonardo Da Vinci. Put the super-talented Raja Kumari in the mix, and you have an idea that resonates with the amazing talent from the world of technology. Because it takes amazing to know amazing."


iProspect has played a pivotal role in giving shape to the campaign by implementing a distinctive media strategy that effectively engages with the audience across various touchpoints. This includes Out-of-Home (OOH) advertising, social media platforms featuring influencers from diverse domains such as fashion, music, and dance, and hyperlocal media solutions. Through the strategic integration of digital and offline media channels, the campaign maximizes its reach and impact, encouraging meaningful conversations around Amdocs.

 
Jay Mehta, associate vice president, iProspect India said, “To bring this theme to life, our strategy was based on three key pillars: captivating, engaging, and innovative. We crafted a media architecture intended to seize the audience's attention through visually striking and immersive experiential platforms. Our aim was to create a holistic brand experience that reaches audiences across multiple touchpoints, igniting engagement and nurturing connections with the brand's consumers.”

 
<strong>Read More:</strong> <a href="https://www.storyboard18.com/advertising/dentsu-creative-bags-the-integrated-creative-mandate-of-popeyes-24805.htm">Dentsu Creative bags the integrated creative mandate of Popeyes</a> 



Dentsu India launches ‘Live Amazing. Do Amazing’ Campaign For AMDOCS

Myntra Jabong, the wholesale entity of ‘Myntra has announced Bollywood actor, Ayushmann Khurrana, as the brand ambassador for renowned global lifestyle brand, Nautica in India. Khurrana will spearhead the brand's latest Spring Summer collection campaign which will be visible across regions nationally. 


Nautica is available in physical stores and online on Myntra and Flipkart.

 
With Khurrana as the face of the campaign, Nautica aims to tap into the actor’s popularity and build deeper salience with premium fashionistas nationwide, stated the company.

 
The ad campaign highlights Nautica's latest season's collection, with Khurrana's visual montage emphasising the ease and style of a Nautica man. The campaign is being launched nationally across mediums, including, print, outdoor, social media and leading digital platforms. The Spring Summer collection is aimed at men between the ages of 22-60.


<strong>Read More:</strong> <a href="https://www.storyboard18.com/quantum-brief/amazon-vs-myntra-who-will-win-over-more-gen-z-shoppers-in-india-8247.htm">Amazon vs Myntra: Who will win over more Gen Z shoppers in India?</a> 

Nautica India ropes in Ayushmann Khurrana for Nautica India to launch SS-24 campaign

Prachi Nigam topped Uttar Pradesh’s Class 10 board exams and her success catapulted her to national fame. But the best moment in her life so far quickly turned out to be the worst, in a sense, as trolls on social media had a field day commenting on her appearance after her photo appeared in the press. Nigam came in for widespread criticism because she had facial hair, which these social media users deemed to be unacceptable in a female, leading her to wonder in an interview if she would have been better off not being a topper, and remaining anonymous.


Many netizens fought back, voicing their support for Nigam. Several internet users raised serious concerns about online bullying and the impact of social media trolling and abuse on the UP board topper.


This incident also led to some brands jumping on the ‘moment marketing’ bandwagon. On April 28, homegrown personal-care brand Bombay Shaving Company released a print advertisement addressing Nigam, mentioning Bombae, its female-focused brand.


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Bombay Shaving Company’s founder Shantanu Deshpande shared the ad on LinkedIn, with a post that said, “It was shocking to see the amount of hate targeted at a teenage girl who had TOPPED AN EXAM because of her facial hair. Our simple message to this amazing young woman with such a bright future.”


He added, “Love to see my team ooze class. No opportunistic sale, QR code, nothing. Just a heartfelt message to a fellow Bae.”


What followed was a severe backlash that drew the attention of the Advertising Standards Council of India (ASCI). “While moment marketing seems very exciting for advertisers, they often slip up, because in their hurry to launch their ad to ride the wave, there is very little diligence,” Manisha Kapoor, CEO and secretary-general of the council, told Storyboard18 in an interview. “The usual protocols of approvals within an organisation may be overlooked in a race against time. It may also be the case that companies that indulge in mindless moment marketing do not have enough checks and balances in their creative development or approval process.”


<em>Edited Excerpts</em>

<strong>What did you make of Bombay Shaving Company’s ‘Dear Prachi’ ad?</strong> 

The ad is being examined by ASCI due to concerns regarding its potential violation of ASCI codes, particularly regarding exploitation of the vulnerability of children and vulnerable populations. The ASCI jury will examine the ad and the advertiser’s response should the company choose to contest it (the jury’s finding).

<strong>Did the ad violate any ASCI code?</strong> 

The ad has been picked up for examination in potential violation of the ASCI code that states: Advertisements shall not contain anything, whether in illustration or otherwise, which might result in their (children’s) physical, mental or moral harm, or which exploits their vulnerability.  

<strong>Read More:</strong> <a href="https://www.storyboard18.com/advertising/bscs-dear-prachi-ad-ascis-manisha-kapoor-says-brands-misteps-in-moment-marketing-giving-advertising-a-bad-name-30408.htm">BSC's Dear Prachi ad: ASCI's Manisha Kapoor says brands' missteps in moment marketing giving advertising a bad name</a>


<strong>Your take on moment marketing? What are its do's and don’ts?</strong> 

Moment marketing presents exciting opportunities for advertisers, but missteps often occur due to rushed launches without sufficient diligence and oversight. This can lead to poorly-thought-out ads that may breach laws or advertising guidelines, and that may lack alignment with broader brand strategies.


● <strong>Do's:</strong> Conduct due diligence, ensure approvals within the organisation, and align the ad with the brand strategy.

● <strong>Don'ts:</strong> Rush the process, overlook approvals, use other peoples’ or brands’ goodwill, or create poorly conceived ads that exploit situations.

<strong>Are startups more lax about advertising codes than established brands?</strong> 

It would be unfair to generalise. So long as an organisation has adequate checks and balances in its creative development and approval processes, and culturally believes in honest advertising, there should not be an issue. Having said that, there could be greater valuation and customer acquisition pressure, which could lead them to take shortcuts that eventually get their brands in trouble.

<strong>Why do we see so many missteps by startups when it comes to advertising?</strong>

Missteps by startups can stem from rushed moment marketing launches without proper consideration of broader brand strategies and potential legal or ethical implications. The priority of being first rather than being right is a misplaced one.

<strong>Has ‘moment marketing’ by companies violated ASCI codes? Are there any examples you can provide?</strong> 

Moment marketing gone wrong can lead to potential violations of ASCI codes. Many moment marketing ads that we see have poor linkages with the larger brand strategy and approach, and may sometimes breach the law or advertising guidelines. The result is a social media backlash as well as scrutiny from regulators. During the last Olympics, we saw many brands being sued by a noted sportsperson for using her image. 

<strong>Are any new laws likely to come up for agencies and brands after this fiasco?</strong>

The ASCI Code as it stands today is well placed to handle such problematic advertising. 


<strong>Read More:</strong> <a href="https://www.storyboard18.com/advertising/bombay-shaving-companys-opportunistic-desperate-laughable-dear-prachi-ad-causes-a-storm-30049.htm">Bombay Shaving Company's 'opportunistic', 'desperate', 'laughable' Dear-Prachi ad slammed by internet users</a> 


Moment marketing | The priority of being first rather than being right is a misplaced one, says ASCI chief

In the rapidly evolving digital marketing landscape, mobile marketing and app advertising have emerged as crucial strategies for businesses aiming to connect with consumers in India. With the widespread adoption of smartphones and the growing popularity of mobile apps, brands are leveraging innovative approaches to engage users effectively. 


According to the ‘State of Mobile-2024’ report released by data.ai, Indian shoppers accounted for 13 percent of the total hours spent by mobile users across the globe on their shopping apps in 2023. Mobile devices offer convenience and instant access to information, making them indispensable tools in consumers' daily lives. So, businesses are adapting their marketing strategies to meet changing consumers’ preferences and behaviours in a mobile-first world.



 
<strong>Rise of in-app advertising</strong>



In-app advertising has gained significant traction in India, offering brands a direct channel to engage users within their preferred mobile applications. In 2023, India accounted for over 5 percent of global in-app advertising spend, with categories like gaming, e-commerce, and finance leading the way. 


According to a report by the ‘Business Research Company’, the market size of in-app advertising has witnessed significant growth in recent years, with projections showing a rise from $120.95 billion in 2023 to $146.24 billion in 2024, reflecting a compound annual growth rate (CAGR) of 20.9 percent. The significant growth is led by the proliferation of mobile devices, shifts in user behaviour, increased monetisation opportunities for app developers, the evolution of app stores, and the expansion of app ecosystems.


Looking ahead, the in-app advertising market is poised for continued exponential growth, projected to reach $305.09 billion by 2028 with a CAGR of 20.2 percent, states the report. 



The key aspects of in-app advertising are-


<strong>Reach:</strong> With millions of apps available across app stores, this allows businesses to reach a wide and diverse audience of mobile users. There are several types of app advertising formats that businesses can utilise to reach their target audience such as display ads, video ads, native ads, playable ads, interstitial ads etc. Through this, businesses can effectively target users based on their interests, behaviours, and demographics, ensuring that their ads reach the right audience at the right time.


<strong>Engagement:</strong> App advertising allows businesses to create highly engaging and interactive ad experiences that capture the attention of mobile users. From interactive videos to immersive AR experiences, businesses can leverage app advertising to deliver compelling and memorable brand experiences. Mobile apps can be used for various activities like gaming, social networking, utility, and entertainment so it offers businesses a direct avenue to connect with consumers.



<strong>App install campaigns:</strong> App advertising is particularly effective for driving app installs and increasing user acquisition for mobile apps. App install campaigns allow businesses to promote their apps across various channels, including social media, search engines, and ad networks, to attract new users and expand their user base. By optimising ad creatives, targeting parameters, and bidding strategies, businesses can drive high-quality app installs and maximise return on investment (ROI) for their app advertising campaigns.



 
<strong>Adoption of programmatic advertising</strong>


Programmatic advertising is rapidly gaining popularity in India, enabling real-time bidding and automated ad placements across mobile apps. The programmatic ad spend in India is projected to exceed $1 billion by 2024, driven by increased demand for targeted and efficient ad delivery. Advertisers benefit from granular audience targeting and data-driven insights, enhancing campaign performance and ROI.


With the rise in programmatic advertising, advertisers can use Dynamic Creative Optimisation (DCO) to create and serve personalized ads to individual users based on real-time data. DCO builds multiple iterations of an ad using the same creative while tailoring elements of the ad based on the audiences, context, and past performance.
 



<strong>Mobile optimisation</strong> 

As people are getting more and more comfortable with shopping on their mobiles, optimisation has become a crucial aspect of mobile-first marketing approaches. It ensures that websites, content, and digital experiences are seamlessly accessible on mobile devices. As mobile usage surpasses desktop usage, businesses must prioritise mobile optimisation to provide a positive and engaging experience for mobile users.



<strong>User experience:</strong> Mobile optimisation enhances the user experience by ensuring that websites and content are visually appealing, easy to navigate, and load quickly on mobile devices. Mobile users have limited screen space and attention spans, so optimising for mobile ensures that users can find what they're looking for quickly and efficiently. Designing your website with a responsive design that adapts to different screen sizes is also essential for seamless user experience.



<strong>Page load speed:</strong> Mobile optimisation improves page load speed, which is critical for retaining mobile users. Slow-loading websites could make users lose interest before even checking out the site. By optimising images and leveraging caching techniques, businesses can ensure that their mobile websites load quickly and provide a seamless browsing experience.



<strong>Conversion rates:</strong> Mobile optimisation directly impacts conversion rates, influencing how users interact with websites on mobile devices. Mobile-friendly websites with clear calls-to-action and streamlined checkout processes are more likely to convert mobile users into customers, subscribers, or leads. 
Mobile optimisation is also essential for improving search engine rankings. Websites that are not optimised for mobile may experience lower visibility and search rankings, thereby missing out on valuable organic traffic and leads.


 
<strong>Location-based targeting</strong>

 
This marketing approach utilises a mobile device’s location to target consumers. This includes geo-targeting, geofencing, beaconing and proximity marketing techniques to deliver relevant offers, promotions, and content to users when they are near your business or a specific location of interest. Location-based marketing can help drive foot traffic to your brick-and-mortar locations and enhance the overall customer experience. Wifi, Bluetooth, GPS, IP addresses etc can be employed for these location-based techniques. Like in Geofencing, it employs GPS technology and creates a ‘virtual fence’ around a specific area and when the target audience enters that radius, they will receive offers from that brand. 


Location-based targeting are very effective because they work across consumer's life cycles - discoverability to purchase and retention. Retail, hospitality, travel, events, restaurants and many industries can use location-based targeting.




<strong>AI-based contextual advertising</strong>


Mobile Marketing is witnessing a revival of Contextual advertising. In recent years, due to privacy laws and regulations such as the App Tracking Transparency, behavioral targeting has been difficult to track. Therefore, marketers are returning to the tried and tested strategy of ‘Contextual advertising’. The application of AI in contextual advertising tailors ads to align seamlessly with consumer behavioral patterns, ultimately enhancing engagement.
 
 
<strong>Future outlook</strong>


Looking ahead, mobile marketing and app advertising will continue to evolve in India, driven by technological innovations and evolving consumer behaviours. Expected catalysts for this expansion comprise the worldwide proliferation of the app market, initiatives to combat ad fraud, improvements in the user interface, the rise of novel app genres, and the integration of data-driven targeting and analytics. Noteworthy trends in the projected period involve strategies centered around mobile platforms, inventive approaches to app monetisation, progressions in programmatic advertising, the the evolution of advertising styles and creativity, alongside heightened attention to data analytics and precise targeting. Advertisers utilise various ad formats—including banners, interstitials, rewarded videos, and native ads—to enhance user interaction and stimulate conversions.
 
In conclusion, key areas of growth include voice-activated ads, augmented reality experiences, and integrated omni channel strategies. Brands that prioritise mobile-centric strategies and embrace data-driven insights will be best positioned to capitalise on India's dynamic digital landscape. By embracing innovation, leveraging data analytics, and adopting mobile-first strategies, businesses can unlock the full potential of mobile marketing in the Indian market.



<strong>Bhavesh Talreja is the founder and CEO, Globale Media, a mobile advertising platform dedicated to helping advertisers with user acquisitions.</strong><em>

Mobile optimisation directly impacts conversion rates: Globale Media founder Bhavesh Talreja

Dabur, India's reported strong financials for FY 2023-24. Their full-year’s consolidated revenue touched Rs 12,404 crore witnessing a 7.6 percent year-over-year increase. On a constant currency basis, the growth stood at 10.1 percent. Net profit also climbed 7.9 percent to Rs 1,843 crore, compared to Rs 1,707 crore in the previous year.



There was a significant increase in their ad spends too. The advertisement and publicity spend for FY24 stood at Rs849.6  against FY 23’s Rs 640.3. Ad spends saw a 32.7 percent growth.



For Q4 of FY 24, ad spends stood at Rs 184.1 crore witnessing a growth of 21.4 percent against corresponding quarter of FY 23 where the same stood at Rs 151.6 crore.



As per the company their strong execution of  Power Brand strategy, increased focus on premium products, and expanded distribution reach, combined with their rigorous cost-reduction measures, fuelled Dabur India Ltd's steady performance in Q4 and FY 2023-24.



“Our operating profit has shown a 13.9 percent improvement during the quarter. Dabur quarterly net profit surged 16.2 percent to Rs 350 Crore, up from Rs 301 crore a year earlier. Q4 consolidated net profit, on a like to like basis, reported a 22.7 percent upsurge to Rs 370 crore,” said the financial report.



“We've ended the year with a steady performance underscoring the power of the Dabur's brands. We have been investing heavily behind our brands, which increased by 33 percent, to drive demand and also sustain the growth momentum. This has helped us deliver steady sales and profit growth in the fourth quarter despite multiple headwinds,” said Dabur India Limited Chief Executive Officer Mohit Malhotra.



“We continued to execute on our strategic playbook by driving operational excellence, delivering innovative and premium products, and expanding our retail footprint to build the foundation for long-term profitable, sustainable growth,” he added.

Premium products today account for 18 percent of Dabur's portfolio.



Dabur India boosts ad spend, closing FY 2024 with Rs 849.6 crore investment

Royal Challengers Bengaluru (RCB) has teamed up with Naukri this T20 season to recruit their ultimate "Fan-in-Chief" through a quirky selection process that gets hosted as a 7-episode Instagram video series. The activity kicked off with RCB posting the Fan-In-Chief “Job” on Naukri, that’s home to millions of young professionals.

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The first phase saw 100,000+ fans apply for the job and now the video series promises to chronicle the auditions & selection criteria tasks in a comical manner, and ultimately revealing the chosen fan in chief. The entire activity and content is conceptualized by Danish Sait.

“Doing content with or for RCB is always a pleasure for me because A) I am a fan B) the franchise has such immense faith in the creative process that it lets one be free. Naukri as well has had such an open minded approach to the whole journey that my team and I truly enjoyed penning this one down” Danish Sait.


As the campaign goes live, Shail Gaurav, EVP & Head of Marketing- Naukri, said “We wanted to tap into the T20 craze in a fun way but with an idea that could uniquely, unmistakably, only be from Naukri. Finding the sweet spot between our core proposition “Jobs” and T20 with a partner like RCB is what makes this so special & resonant with the younger audience base”

<blockquote class="instagram-media" data-instgrm-captioned data-instgrm-permalink="https://www.instagram.com/reel/C6QbWsLhkEL/?utm_source=ig_embed&amp;utm_campaign=loading" data-instgrm-version="14" style=" background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:540px; min-width:326px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);"><div style="padding:16px;"> <a href="https://www.instagram.com/reel/C6QbWsLhkEL/?utm_source=ig_embed&amp;utm_campaign=loading" style=" background:#FFFFFF; line-height:0; padding:0 0; text-align:center; text-decoration:none; width:100%;" target="_blank" rel="noopener"> <div style=" display: flex; flex-direction: row; align-items: center;"> <div style="background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 40px; margin-right: 14px; width: 40px;"></div> <div style="display: flex; flex-direction: column; flex-grow: 1; justify-content: center;"> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 100px;"></div> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 60px;"></div></div></div><div style="padding: 19% 0;"></div> <div style="display:block; height:50px; margin:0 auto 12px; width:50px;"><svg width="50px" height="50px" viewBox="0 0 60 60" version="1.1" xmlns="https://www.w3.org/2000/svg" xmlns:xlink="https://www.w3.org/1999/xlink"><g stroke="none" stroke-width="1" fill="none" fill-rule="evenodd"><g transform="translate(-511.000000, -20.000000)" fill="#000000"><g><path d="M556.869,30.41 C554.814,30.41 553.148,32.076 553.148,34.131 C553.148,36.186 554.814,37.852 556.869,37.852 C558.924,37.852 560.59,36.186 560.59,34.131 C560.59,32.076 558.924,30.41 556.869,30.41 M541,60.657 C535.114,60.657 530.342,55.887 530.342,50 C530.342,44.114 535.114,39.342 541,39.342 C546.887,39.342 551.658,44.114 551.658,50 C551.658,55.887 546.887,60.657 541,60.657 M541,33.886 C532.1,33.886 524.886,41.1 524.886,50 C524.886,58.899 532.1,66.113 541,66.113 C549.9,66.113 557.115,58.899 557.115,50 C557.115,41.1 549.9,33.886 541,33.886 M565.378,62.101 C565.244,65.022 564.756,66.606 564.346,67.663 C563.803,69.06 563.154,70.057 562.106,71.106 C561.058,72.155 560.06,72.803 558.662,73.347 C557.607,73.757 556.021,74.244 553.102,74.378 C549.944,74.521 548.997,74.552 541,74.552 C533.003,74.552 532.056,74.521 528.898,74.378 C525.979,74.244 524.393,73.757 523.338,73.347 C521.94,72.803 520.942,72.155 519.894,71.106 C518.846,70.057 518.197,69.06 517.654,67.663 C517.244,66.606 516.755,65.022 516.623,62.101 C516.479,58.943 516.448,57.996 516.448,50 C516.448,42.003 516.479,41.056 516.623,37.899 C516.755,34.978 517.244,33.391 517.654,32.338 C518.197,30.938 518.846,29.942 519.894,28.894 C520.942,27.846 521.94,27.196 523.338,26.654 C524.393,26.244 525.979,25.756 528.898,25.623 C532.057,25.479 533.004,25.448 541,25.448 C548.997,25.448 549.943,25.479 553.102,25.623 C556.021,25.756 557.607,26.244 558.662,26.654 C560.06,27.196 561.058,27.846 562.106,28.894 C563.154,29.942 563.803,30.938 564.346,32.338 C564.756,33.391 565.244,34.978 565.378,37.899 C565.522,41.056 565.552,42.003 565.552,50 C565.552,57.996 565.522,58.943 565.378,62.101 M570.82,37.631 C570.674,34.438 570.167,32.258 569.425,30.349 C568.659,28.377 567.633,26.702 565.965,25.035 C564.297,23.368 562.623,22.342 560.652,21.575 C558.743,20.834 556.562,20.326 553.369,20.18 C550.169,20.033 549.148,20 541,20 C532.853,20 531.831,20.033 528.631,20.18 C525.438,20.326 523.257,20.834 521.349,21.575 C519.376,22.342 517.703,23.368 516.035,25.035 C514.368,26.702 513.342,28.377 512.574,30.349 C511.834,32.258 511.326,34.438 511.181,37.631 C511.035,40.831 511,41.851 511,50 C511,58.147 511.035,59.17 511.181,62.369 C511.326,65.562 511.834,67.743 512.574,69.651 C513.342,71.625 514.368,73.296 516.035,74.965 C517.703,76.634 519.376,77.658 521.349,78.425 C523.257,79.167 525.438,79.673 528.631,79.82 C531.831,79.965 532.853,80.001 541,80.001 C549.148,80.001 550.169,79.965 553.369,79.82 C556.562,79.673 558.743,79.167 560.652,78.425 C562.623,77.658 564.297,76.634 565.965,74.965 C567.633,73.296 568.659,71.625 569.425,69.651 C570.167,67.743 570.674,65.562 570.82,62.369 C570.966,59.17 571,58.147 571,50 C571,41.851 570.966,40.831 570.82,37.631"></path></g></g></g></svg></div><div style="padding-top: 8px;"> <div style=" color:#3897f0; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:550; line-height:18px;">View this post on Instagram</div></div><div style="padding: 12.5% 0;"></div> <div style="display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;"><div> <div style="background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);"></div> <div style="background-color: #F4F4F4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;"></div> <div style="background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);"></div></div><div style="margin-left: 8px;"> <div style=" background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;"></div> <div style=" width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg)"></div></div><div style="margin-left: auto;"> <div style=" width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);"></div> <div style=" background-color: #F4F4F4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);"></div> <div style=" width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);"></div></div></div> <div style="display: flex; flex-direction: column; flex-grow: 1; justify-content: center; margin-bottom: 24px;"> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;"></div> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;"></div></div></a><p style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;"><a href="https://www.instagram.com/reel/C6QbWsLhkEL/?utm_source=ig_embed&amp;utm_campaign=loading" style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;" target="_blank" rel="noopener">A post shared by Royal Challengers Bengaluru (@royalchallengers.bengaluru)</a></p></div></blockquote> <script async src="//www.instagram.com/embed.js"></script>

“We are delighted to partner with Naukri for this innovative campaign. This collaboration offers fans an exciting opportunity to engage with RCB and we are looking forward to a successful association together.” Commented Rajesh Menon, Vice President and Head of Royal Challengers Bengaluru.

“Rather than offering Naukri a conventional sponsorship deal, we presented an innovative concept aimed at resonating with fans while upholding Naukri's value proposition. Kudos to the team at Naukri for playing bold.” Said Shiv Burman, Founder, Burman Sports.

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