boAt, an audio wearable brand, has signed a new brand ambassador – cricket prodigy, Yashasvi Jaiswal. 
 

He amassed a staggering 712 runs in the Test series against England, including two double centuries.

 

"I'm thrilled to be partnering with boAt," said Jaiswal, brimming with enthusiasm. "The brand embodies the same spirit of innovation and perseverance that fuels my passion on the field. As a boAthead, I'm excited to connect with fans and inspire them through our shared love for music and sports."

 

Aman Gupta, co-founder and chief marketing officer of boAt, took to social media, seeking suggestions for the brand's next boAthead. Fans championed the inclusion of Yashasvi Jaiswal.
 

Gupta commented on the partnership, stating, "We are absolutely delighted to welcome Yashasvi Jaiswal to boAt. Together we have a shared passion for Innovation and Excellence. His journey to success remarkably mirrors boAt's own path – fuelled by ambition, relentless hard work, and a constant pursuit of excellence. Together, we're excited to embark on this adventure and inspire young people to chase their dreams with unwavering determination."

 

A video featuring Jaiswal and Gupta showcases their humorous exploration of various "in-trend" campaign launch concepts pitched by agencies. Amidst the laughter and creativity, the video effectively announces Jaiswal as the newest boAthead.

 
Read More: <a href="https://www.storyboard18.com/brand-marketing/boat-highlights-detremental-impact-of-women-objectification-through-new-campaign-25781.htm">boAt highlights detrimental impact of women objectification through new campaign</a>

boAt brings Yashasvi Jaiswal on board as brand ambassador

Aman Gupta, co-founder and chief marketing officer of boAt, took to social media, seeking suggestions for the brand's next boAthead. Fans championed the inclusion of Yashasvi Jaiswal.

Raymond re-appoints Gautam Singhania as MD amidst high-profile divorce fight

Kotak Mahindra Bank’s Rohit Bhasin: Marketers must keep consumers at the heart of everything

Coca-Cola bottler HCCB eyes IPO to tap India's booming beverage market: Reports

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

IPG Mediabrands chief Shashi Sinha's succession plan revealed; 'It has to be someone from within...'

Bookstrapping: Eden Abandoned - The story of Lilith by Shinie Antony

Representational image via Unsplash

Zee-Sony merger saga ends: Timeline of the failed merger

Why are Indian brands advertising in NYC's Times Square?

What Herman Melville’s Moby-Dick teaches us about leadership

Advertising is in the position where tobacco was: IPG's Arun Kumar 

Biz Moves: Interactive Avenues, Verve Media, Foxymoron and Grapes

There is an opportunity for building a better agency, not just a different one: Manja's Prajato Guha

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

Paytm's president and COO Bhavesh Gupta steps down

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

Head-to-head: Caresmith takes a jab at Bombay Shaving Company's viral campaign

Piyush Pandey

Adtech regulation a priority for Modi govt in third term: MoS Rajeev Chandrasekhar

Credibility of news and platforms are as important as monetisation challenges: Anurag Thakur

HUL: Meet the leaders who have emerged from "The CEO Factory"

Punit Goenka addresses Zee employees; ensures no layoffs due to failed merger

Disney's strategic sale to Viacom18 set to boost market share to 40 percent

The Leader's Edge: Storyboard18 in conversation with leaders, decision makers and disruptors

Nobody’s Perfect Retro Porsche Ad

In Conversation With Raja Rajamannar, Mastercard

Shahid Kapoor And Varun Ganjoo Speaks On PokerBaazi's Campaign

In conversation with IHCL’s Puneet Chhatwal & GroupM’s Kate Scott-Dawkins

Why are brands including e-sports in their sports marketing itinerary?

Storyboard18 x The English Nut: How to pronounce these 10 brand names

Experts' Take On Reinvention Of Ad Campaigns Through Technology

Experts Speak On Key Emerging Trends In Cannes Lions Entries

Leaders of the future have to be outstanding human beings: Nestle MD

In conversation with VMLY&R’s Hari Ramanathan

According to the latest data released by the Broadcast Audience Research Council (BARC), CNN-News18 has continued to dominate the Lok Sabha Elections coverage with leadership during the second phase of polling that took place on 26th April. 

 
With a remarkable 72% lead over Times Now, CNN-News18 remained the number one choice of viewers for comprehensive polling day coverage. It captured an impressive 38.8% market share, maintaining a significant lead over Republic TV, which captured 24.7% market share. Times Now and India Today TV followed with 22.6 percent and 8.2 percent market share, respectively. (Source: BARC India | TG: 2+ | Mkt: India | Period: 26th Apr 2024 | Market Share%, 7 channels considered)

 
The power-packed performance of CNN-News18 on the crucial polling day is a testament to its special election programming, delivering the most accurate information, coupled with finest news anchors such as Zakka Jacob, Anand Narasimhan, Shivani Gupta, and Rahul Shivshankar. The channel's extensive network of reporters across the states going for polls ensured comprehensive coverage from all over the country. CNN-News18's presentation with engaging graphics and insightful explainers simplified complex trends and data, making it easily palatable for the audience.

 
Speaking on the channel’s performance, Zakka Jacob, managing editor, CNN-News18 said, “CNN-News18’s leadership in the second phase of elections is an affirmation from our viewers about our brand of nuance over noise journalism. At a time when audiences demanded the fastest and most comprehensive polling day coverage, they turned to CNN-News18 as their trusted source of information. We expect to see more viewers tuning in as the election fervour peaks in the coming weeks.”

 
Smriti Mehra, chief executive officer – English News, Network18 added, “We’re delighted by the channel’s exceptional performance on the polling day, securing a strong lead over competition. This success not only underscores our commitment to delivering outstanding news coverage but also boosts advertiser interest, highlighting the impactful journalism and broad audience appeal that define our platform.”


Read More: <a href="https://www.storyboard18.com/brand-marketing/firstpost-outshines-bbc-news-al-jazeera-english-on-youtube-30242.htm">Firstpost outshines BBC News, Al Jazeera English on YouTube</a>

BARC Ratings: CNN-News18 dominates with 72 percent lead over Times Now during second phase of Elections

BookMyShow in association with the Election Commission of India, has unveiled an ad film ahead of the Lok Sabha Elections. Titled ‘Aaj Picture Nahi, Bigger Picture Dekho’, the campaign urges citizens to focus on the larger picture of nation-building by exercising their right to vote on their respective ‘Election Day’.

The ad film aims to resonate with viewers across the country, encouraging them to take an active role in shaping the future of India. With a uniquely weaved narrative and a clever word play that leaves you unaware of the purpose of the campaign until it is revealed in the end, the campaign underscores the importance of voting as a fundamental duty of every responsible citizen, especially the youth – the future of tomorrow.

 
The ad film features three vibrant characters, capturing the everyday lives of young individuals. The setup introduces viewers to the three young adults, representing diverse personalities and interests. Conceptualised along with Spacebar Advertising, the script weaves in the element of surprise as one of the protagonists reveals that he has been talking about the Lok Sabha Elections and not a 'movie' per say. The transition from typical entertainment chatter to the significance of voting captures the attention of his friends, ultimately emphasising the larger picture. The tagline, ‘Aaj Picture Nahi, Bigger Picture Dekho’, encapsulates the essence of the campaign, urging citizens to prioritize the future of the country over everything else.

 

Commenting on the campaign, Dolly Davda, Head - Marketing, BookMyShow, said, "With one of the world's largest youth populations and as the largest voting pool, this election presents a monumental opportunity for every Indian to shape our collective future. At BookMyShow, our vision remains to focus on the bigger picture while moving towards a brighter and better tomorrow, together. Voting is undeniably integral to shaping our nation's future and as a platform deeply ingrained in the entertainment ecosystem and therefore the youth, we wanted to leverage our resonance to urge young voters to exercise their right. Following a friendly yet hard-hitting tone, we’ve crafted the film to resonate with GenZs who are digital natives preferring snackable content, more socially conscious but also individualistic in their own ways. Our aim is to influence their perception of civic responsibility in a positive manner. We hope viewers understand the significant role of voting and spread awareness among fellow first-time voters.”

Adding to that, Santosh Ajmera, IIS Director, SVEEP Election Commission of India, said, “Partnership and collaboration form the cornerstone of our voter awareness initiatives at the Election Commission of India. I firmly believe that nurturing informed and ethical electoral engagement is a collective duty shared by all stakeholders in our democracy. It's good to see BookMyShow launching the 'Picture Nahi, Bigger Picture Dekho' campaign, reminding its audience of the profound significance of every single vote. I am confident that their campaign will serve as a catalyst, particularly among the youth and first-time voters, urging them to actively participate and exercise their democratic right.”

The campaign employs an omni-channel strategy encompassing digital, mobile marketing, campus seeding, in-cinema promotions and more, ensuring that the message reaches a diverse demographic of millions of viewers, urging them to fulfil their duty. As the Lok Sabha Elections draw near, BookMyShow’s campaign serves as a timely reminder of the crucial role each voter plays in shaping the destiny of the country. By leveraging its platform to promote social awareness and civic engagement, BookMyShow continues to demonstrate its commitment to driving positive societal impact beyond the realm of entertainment.

BookMyShow partners with Election Commission of India; unveils ad film ahead of Lok Sabha Elections

Rohit Bhasin, president, retail liabilities, product and chief marketing officer at Kotak Mahindra Bank, ensures his team does not work on weekends. They are pulled in only in exceptional cases such as quarterly results or a board meeting, he told Storyboard18 in an interview.


With many meetings during the week, Bhasin barely gets time to think during the week. So he keeps a part of Saturday just to think about things on top of his mind and about who he wants to speak to. 


Edited excerpts:


The creator economy has taken the world by storm. Which influencers and trends are you following?


I'm a lot on Instagram, and I developed awareness about many influencers from their felicitation by PM Modi at the National Creators Awards ceremony. Post this event, I have begun following Ranveer Allahbadia aka BeerBiceps. I also follow RJ Karishma and Aiyyo Shraddha. With Aiyyo Shraddha, we did some work with her on Kotak in the past, and I had actually gone to attend a workshop with Meta. She was the MC there and did an amazing job.

Podcasts are something which have become extremely popular. I'm a lot on Instagram because that's where I pick up a lot of trends, and a lot of what is happening in popular culture. If you really want to see what is happening in popular culture, the place to go is Instagram.


I'm also on LinkedIn a lot and it is a great place to read good content, on marketing, on news, on what's happening in the world in terms of good pieces of creatives, especially what they have been inspired by. 


What marketing-related content do you consume in your free time?


I don't consume market-related content in my free time. I do a lot of that during my work time. If I'm on LinkedIn looking at content, I see what other brands have worked on.


Also, a lot of marketing content may feel like it's entertainment. But, to be a good marketer, one needs to really understand what is happening in popular culture. And if you don't understand popular culture very well, you will not really be able to feel the pulse of the country.


When you're trying to build a campaign and you think of insights, your insights will be very theoretical. So whether it's watching movies on OTT, going to cinemas to watch movies, you'll see so much of popular culture there.


So, for me, any and every place where I go is a place to just get insights about what's happening in this country. What are the aims and aspirations of people? What is the cultural fabric and social fabric of the country? What are people talking about? What are the insights? How is the new generation behaving?


I'll give you one example – the pre-wedding festivities of Anant Ambani. It was the world coming together to celebrate the pre-wedding of a couple from India's richest family. But for me, it was an amazing experience in earned media. My thought was process was that none of that content was paid media. But imagine how they would have thought about how we drive visibility? How do we make this event the most talked about event? And that happened.


And for me, a big insight as a marketer was when I think of my campaigns, ‘How do I really use the power of earned media to do something similar to that scale?’


That's my learning. If I can ever build a campaign of mine to that scale where it is the most talked about event on the weekend, I would have really done amazing as a marketer. So while people saw it as a means of entertainment, my biggest lesson was the amazing use of earned media to drive visibility about your campaign, and about your brand.


There’s a lot of talk of burnout, workplace toxicity and the hustle culture. What steps have you taken to avoid the always-on culture? And what advice would you give your peers, colleagues and next-gen marketers?


The lines are blurring between personal time and office time, which is good and which is bad. The good part is that you're always thinking about how you can get an insight from anybody and not switching off from that perspective. And, you're just learning.


But I'm on LinkedIn on the weekend. I'm learning something. So I may not be sending emails. But am I using it to become a better marketer and if I'm a better marketer, I can help drive better campaigns for Kotak. But what we have to be very careful of is to respect the personal time and personal spaces of people.


So as a practice, we don't work on the weekends and unless there is an unavoidable event like declaring annual results or quarterly results on the weekend, or a board meeting on the weekend, a media event or a media conference, then we work on a Saturday. But that should be an exception and not the norm. So therefore, everyone gets those two days to just unwind, spend time with friends, families, entertain themselves, play, and make sure that they're fit, and just come back recharged and energised on Monday. But at the same time, there are people who want to work on the weekends.


I have lots of meetings during the week and therefore, I do not get a lot of thinking time during the week. So I keep a part of my Saturday just to kind of do my thinking. What are the things which are on top of my mind? What do I want to do about some of those things? Who are the people I want to speak to? So that kind of gives me a clear direction when I come back to work on Monday, I'm very clear what I want to drive this week.


When I send out an email or a message to someone on the weekend, I'm very clearly telling that person that ‘I don't expect you to respond to this message. I may not have time to send emails on a working day.’ But I'm very clear that I want my team to respond at a time when it is feasible to you and there is no pressure on anyone to immediately respond to an email. 


When I was in Singapore, I had joined a badminton club and was a part of a group who would play badminton every morning on Saturday and Sunday and then sit down for a cup of tea after that. So, that was like a weekend ritual which really made me fit as well as got me bonding with a valuable set of friends.


I was an avid biker. I would kind of bike every alternate day or run to just spend a lot of time outdoors while I was in Singapore. I don't do a lot of that here in Bombay. But I kind of regularly go to the gym on alternate days. I do yoga twice a week which keeps me fit. It also channelises my mind and energises me.


What are you watching or streaming this weekend?


I have been watching the IPL (Indian Premier League) these days. My girls play cricket for Singapore and one of them is a CSK (Chennai Super Kings) fan. She loves Dhoni (MS Dhoni) and I'm a Mumbai Indians fan. So, we have a bit of a rivalry.

Other than that, we kind of share notes on IPL every day. So that's our common ground.

Any work hack or life hack you swear by?

I wish I could become a bit more disciplined with my time. I'm not very good with my time. For me, one work hack I always try to follow is to be prepared for a meeting. I always prefer to have a pre-read for a meeting so that I can read before I go to the meeting. I'm clear about what this meeting is for.


Then, I avoid people making presentations at meetings because I feel that when you get together as a group, you should spend more time discussing the issue and finding solutions rather than spend most of your time where people presenting to each other. 


I always basically ask a simple question: What does success look like for you in the meeting? And by the time you end the meeting, you should be able to ask the same person the question: ‘Do you think the meeting got you what you wanted?’


If the answer is yes, it's a successful meeting. Otherwise, we wasted everyone's time.


What happens in a workplace is you just get pulled into various meetings. And you need to make sure that meetings where you don't add value, you should try and cancel 50 percent of meeting. And use that time to do thinking and talking to people. That's a much better use of time. Secondly, have an agenda for the meeting, have a pre-read for the meeting, be prepared. And basically try and have expectations clear for the people who organise the meetings so that you can deliver those expectations. That's really my work hack.


The other work hack I always try to do is for every mail that you write back to a person, do you think you can have a better outcome if you pick up the phone and speak to that person?


That will also help you build a more personal equation with the person rather than sending two mails to and fro. So that's what I try to do. Of course, if it's one to many people, I write an email. But if it's one-on-one, the best thing is to pick up the phone and speak. So those are the two hacks which I try to follow. 


What are you reading? Any recommendations?


We got a new CEO and he gave us two wonderful books to read. One is called ‘The Secret Lives of Customers’. The second book is called ‘Competing Against Luck’. I've read the first one. It's a fabulous read. It takes a theoretical concept of jobs to be done. It lands on a simple philosophy that consumers have needs. They have jobs that they want to do. For those jobs, they hire brands.


If those brands and products do their job very well, they rehire those brands. If they don't, they fire those brands. So if you really want to be a preferred brand, you should understand what is the job for which the consumer wants to hire you and to be able to do that very well.


And that's really the concept of jobs to be done, which I learned at Unilever and brought here to Kotak, is beautifully explained in a very storytelling way. 


A piece of wisdom you would like to share?


As a marketer, always start with keeping the consumer at the heart of everything you do. Always start with understanding what are the needs of the customer – whether they are stated or latent. Be the voice of the consumer in the room. And build products and solutions which really answer those needs. 


If your product doesn't really answer the needs of the customer, then the customer is not going to buy it. 


Read More: <a href="https://www.storyboard18.com/brand-makers/honasa-consumers-anuja-mishra-when-you-go-to-work-like-youre-going-to-school-it-paves-the-way-to-enlightenment-15082.htm">Honasa Consumer’s Anuja Mishra: When you go to work like you're going to school, it paves the way to enlightenment</a>

HCLTech, and Cricket Australia (CA), the national governing body for the game in Australia announced the extension of their partnership for the forthcoming T20 Cricket World Cup 2024, marking a significant milestone in their collaborative journey.

As Australia enters the world cup with a special Indian connection, they will be donning the jersey with a global IT brand- HCLTech on their sleeves and in the trunk top of their training kit again. With this it would be strengthening the partnership with CA in the upcoming T20 cricket world cup in 2024.

HCLTech has been instrumental in digitally transforming Cricket Australia's landscape through innovative solutions, and has revolutionized Cricket Australia's digital assets, including cricket.com.au, the Cricket Australia Live app, and MyCricket (now PlayCricket). Moreover, HCLTech's contributions have streamlined numerous community cricket processes, enhancing the overall cricketing experience for
players and fans alike.

HCLTech and Cricket Australia delivering innovation on the biggest stage and have partnered to deliver the high impact technology in the game of cricket. 


HCLTech and Cricket Australia extend their partnership for T20 Cricket World Cup 2024

Laneige, a Korean beauty brand has introduced Sara Tendulkar as its brand ambassador in India. Along with the announcement of a new Brand Ambassador, Laneige unveiled its Bouncy and Firm Sleeping Mask.

Sara Tendulkar, Brand Ambassador, Laneige India, commented, “I am thrilled to be part of Laneige's family. As someone with a biomedical background that makes way for a keen understanding of quality as well as a personal passion for skincare, I admire the brand's commitment to innovation and have been using their products for quite a while. It brings me immense excitement and humility to partner with Laneige, as their core belief in the radiance of each person's unique individuality resonates deeply with me."

At the launch, Paul Lee, Managing Director & Country Head of Amorepacific India, added, "Laneige proudly announces Sara Tendulkar as its Brand Ambassador, embracing her vibrant energy. Sara symbolizes the modern, self-assured youth advocating that beauty transcends mere appearances. With Sara onboard, Laneige aims to connect with a broader audience."

Mini Sood Banerjee, Assistant Director & Head of Marketing and Training Amorepacific India said, "As Laneige's journey evolves, we are thrilled to welcome Sara Tendulkar into our family as the embodiment of timeless grace and modern elegance. Her vibrant spirit and innate charm perfectly resonate with Laneige's commitment to empowering individuals to embrace their unique beauty. Together, we embark on a new chapter, celebrating authenticity and the transformative power of skincare."

"We are delighted to announce Sara Tendulkar as the new Brand Ambassador for Laneige," said Sally Lee, Brand General Manager of Laneige India. Sara's luminous charm and timeless elegance resonate deeply with our brand's values. Sara's deeper integration into the Laneige experience marks a remarkable milestone, fostering deeper connections with a burgeoning generation of consumers."






Korean beauty brand Laneige ropes in Sara Tendulkar as brand ambassador

Raymond delivered its highest-ever annual revenue of Rs 9,286 Cr and EBITDA of Rs 1,575 Crore with the EBITDA margin of 17.0 percent. Despite the Lifestyle business witnessing subdued consumer demand and challenging market conditions, Raymond's focused business approach across its operations led to robust growth in the Branded Apparel, Garmenting, and Real Estate segments, resulting in a double-digit revenue growth of 11 percent in FY24 as compared to previous year. The Real Estate segment secured a total booking value of Rs 2,249 Crore.


During this quarter, revenue increased by 23 percent YoY, reaching Rs 2,688 Crore, with highest-ever EBITDA of Rs 516 Crore and EBITDA margin of 19.2 percent. 

Branded Apparel business, witnessing increase in revenue from Rs 332 Crore in Q4FY23 to Rs 409 Crore in Q4FY24, representing a growth of 23 percent. In Q4FY24, the company recorded a total booking value of Rs 840 Crore, primarily driven by the launch of 'The Address by GS, Bandra,'; 62 percent of the launched inventory sold within 40 days.

During the quarter Raymond completed the business acquisition of Maini Precision Product Ltd. With this Raymond Group forays into sunrise sectors of Aerospace, Defense and EV components business. Going ahead post consolidation, through a composite scheme of arrangements, two subsidiaries will be created. One will focus on aerospace & defense, while the other will cater to the auto components with EV and engineering consumables sector, each
charting its unique path of growth with a primary objective of value creation.

In line with the strategic initiatives, the proposed demerger of Lifestyle Business is progressing as planned, having already received SEBI, shareholder, and creditor approval. Further, NCLT hearing is scheduled on 9th May 24 for the approval of Demerger.

Commenting on the performance, Gautam Hari Singhania, Chairman & Managing Director, Raymond Limited said; “I am satisfied with the performance across businesses, and they have demonstrated consistent growth throughout the year. Our Lifestyle business showed strong perseverance and recorded growth despite headwinds and muted consumer demand. For our Real Estate business, we have maintained strong booking momentum particularly with the launch of our first JDA project in Bandra, Mumbai. We remain committed to delivering value to stakeholders and are confident in our ability to capitalize on growth opportunities, ensuring sustained success in the future. We have our three verticals vis Lifestyle, Real Estate & Engineering business that are future growth engines which is in line with India’s vision of Viksit Bharat.



Raymond delivers highest annual revenue of Rs 9,286 crore

GreenCell Mobility's NueGo, India's leading electric intercity bus brand, is thrilled to announce its partnership with the much-anticipated Bollywood film “SRIKANTH”, starring the talented Rajkummar Rao.


As part of this venture, travellers can earn 10 percent discount on all routes by using the code "SRIKANTH" when booking through the NueGo App and website.


The limited-time offer is valid until May 30, 2024.


Devndra Chawla, chief executive officer & managing director, GreenCell Mobility said, "We are excited to collaborate with the movie 'SRIKANTH' and its talented lead actor Rajkummar Rao. This partnership aligns with NueGo's mission of providing a safe, comfortable, and sustainable travel experience to our guests, while also raising awareness about eco-friendly inter-city electric bus transportation among a broader audience."


Read More: <a href="https://www.storyboard18.com/brand-makers/spencers-retail-devendra-chawla-joins-green-cell-mobility-as-ceo-5475.htm">Spencer's Retail Devndra Chawla joins GreenCell Mobility as CEO</a>

NueGo teams up with T-Series film “SRIKANTH” starring Rajkummar Rao

Philips has launched a limited- edition trimmer that is co-designed by  Virat Kohli. Crafted to match the expectations of modern men.

Commenting on the launch, Deepali Agarwal, Business Head - Personal Health, Philips Indian Subcontinent, stated " At Philips, we are thrilled to launch the first-ever exclusive limited-edition Philips Beard Trimmer 1000, co-designed by legendary Indian cricketer Virat Kohli. This partnership brings together world class Philips technology with Virat's visionary input to craft a grooming masterpiece. It brings together two leaders in different realms of life who believe in being the best-in-class – Philips as a leader in men’s grooming devices and Virat as a world-class professional sports star. This first-ever limited-edition Philips Beard Trimmer 1000 is designed for young Indian men, many of whom are cricketing fans and can now own this exclusive grooming tool co-designed by Virat. At Philips, we invite consumers and fans alike to embrace a piece of Virat's legacy."

Virat Kohli, Philips India Male Grooming Brand Ambassador expressed his excitement, stating, “Partnering with Philips India to co-design this trimmer marks a special milestone for me. It's not just about endorsing a product; it's about infusing my personal experiences into every aspect of its design. Over the years, Philips has been my grooming companion, evolving alongside my style and needs. This collaboration is an extension of that journey—a blend of innovation and familiarity that reflects my own grooming evolution. I'm excited to share this trimmer, crafted with a personal touch, with all those who, like me, value both style and convenience in their grooming routine.”

Philips India launches limited-edition trimmer co-designed by Virat Kohli

Amagi announced that the 11th edition of the Amagi Global FAST Report continues to show double-digit growth for the global FAST industry over the last year. Comparing the 10th edition growth rates (Q4 2023 vs. 2022) with the current edition (Q1 2024 vs. 2023), this latest analysis indicated sustained advancement across key metrics, with an uptick in channel growth (28 percent vs. 25 percent), ad impressions (35 percent vs. 28 percent), and hours of viewing (HOV) (42 percent vs. 26 percent). These findings reaffirm FAST’s status as the fastest growing business model and highly sought experience within the streaming ecosystem.

“The 11th edition of the Amagi Global FAST report provides valuable insights into content preferences and viewing habits across diverse regions,” said FASTMaster Gavin Bridge, VP of Media Research at CRG Global. “By shedding light on the popularity of news in the U.S. and the dominance of entertainment in EMEA and LATAM, this report underscores the importance of understanding regional nuances to drive growth and engagement within the FAST ecosystem. As the upfront season unfolds, it is crucial for media companies to leverage these findings to inform their strategies and better serve the needs of their audiences.”

The newly released Amagi Global FAST Report offers critical data and insights derived from more than 50 FAST services and 5,000+ channels using Amagi THUNDERSTORM, the company's cutting-edge server-side ad insertion (SSAI) platform. Additionally, the report incorporates findings from the 2024 Amagi Consumer Survey, which reflects the preferences and viewing habits of nearly 500 U.S. households across various income brackets.

Key takeaways from the Amagi Global FAST Report include:

Continued Growth in FAST Viewership: The report identifies a robust increase in FAST viewership, with a double-digit growth in monthly active users (MAU) across all of Amagi's FAST platforms (ranging from 25-75% YoY). This growth, which outpaces that of established streaming models like SVOD and AVOD, underscores FAST services as a leading choice for digital entertainment, driven largely by new channel launches.


Diversification and Global Reach: Initially focused on U.S.-centric, news-heavy content, FAST services are now broadening their offerings. The introduction of numerous non-news channels has significantly contributed to viewership growth, with the entertainment genre leading in regions like EMEA and LATAM. This shift toward a more diverse and globally inclusive content strategy caters to a much broader audience.

Significance of O&O Channels: Owned and operated (O&O) channels are pivotal, making up about 25% of the top-performing FAST channels, particularly in popular genres such as music, news, and entertainment. These channels significantly enhance viewer engagement and retention by leveraging proprietary content.

Increase in Ad Impressions: Alongside viewership growth, there has been a notable increase in ad impressions, with APAC and LATAM still showing triple-digit growth while EMEA experienced a 111% rise in HOV and a 119% increase in ad impressions. This trend reflects growing advertiser confidence in FAST platforms as effective advertising mediums.

Addressing the Paradox of Choice: 86% of consumers spend considerable time deciding what to watch next, a dilemma that FAST's linear, "always-on" viewing experience can resolve. This not only enhances viewer satisfaction by reducing choice overload but also mitigates potential ad revenue losses for platforms, positioning FAST channels to expand their influence across all streaming platforms.

For industry professionals, advertisers, content creators, and media enthusiasts who want to delve deeper into these findings and explore their implications for the future of broadcasting and advertising, Amagi is offering an on-demand webinar, “What's on FAST? Tracking the content landscape and viewership trends.” Bridge joins Siva Natarajan, SVP of Strategy & Business Operations at Amagi, to discuss the latest findings of the Amagi Global FAST Report, with specific focus on topics such as the growth driven by new channels, the role of sports in FAST, the presence of FAST channels in non-FAST services, and the improvement in ad impressions and fill rates.

"The 11th edition of the Amagi Global FAST Report provides unmatched data and analysis on this burgeoning FAST ecosystem," said Srinivasan KA, Co-Founder and Chief Revenue Officer of Amagi. "Amagi's reports continue to provide detailed insights, resulting in a more comprehensive analysis with each iteration. As viewer habits and content monetization models continue to rapidly evolve, this report equips media companies, advertisers and ecosystem players with the insights they need to make informed decisions and chart a successful path forward in the complex modern media ecosystem."





86 percent consumers spend considerable time deciding what to watch next: Report

Lay's unveiled its limited-edition Dhoni collector's packs. Hosted at Le Marche, South Point Mall, it followed a social media post announcing the launch, Lay's set the internet abuzz. 


The packs offer a unique opportunity to own a piece of memorabilia and toast to Dhoni's phenomenal achievements on and off the field, stated the company.


Saumya Rathor, category lead – potato chips at PepsiCo India, kicked off the launch with excitement, stating, "With our limited-edition Dhoni packs, fans now have a new way to connect with their hero. These packs are a celebration of the colossal fandom that surrounds Dhoni, offering a unique collector's item for his die-hard fans. Dhoni's legendary spirit aligns perfectly with Lay's – both celebrate excellence and pure joy. The early access frenzy was a sixer, proving fans are amped to collect these keepsakes. We expect these limited-edition packs to be a prized possession for Dhoni devotees of all ages, making every match an unforgettable celebration.”


The nationwide launch of the Lay's Dhoni collector's packs is scheduled for May 4th, 2024.

Read More: <a href="https://www.storyboard18.com/watch-listen/why-pepsico-indias-lays-launched-gourmet-chips-1669.htm">Why PepsiCo India’s Lay's launched gourmet chips</a>

Lay's introduces limited edition Dhoni packs

On the polling day (26th April) of the second phase of the Lok Sabha elections, News18 Network emerged as the most preferred choice of viewers with the highest viewership on YouTube. 

According to the viewership data from Playboard, News18 India’s YouTube views reached 31.6 million on the polling day, surpassing key competitors ABP News and Zee News at 27.7 million and 26.6 million, respectively.

With 14.2 million views, News18 Bangla was the most watched Bengali news channel on YouTube. Its nearest competitor ABP Ananda trailed with 13.4 million views, followed by Republic Bangla at 12.6 million YouTube views.

News18 Punjab/Haryana/Himachal also amassed the highest viewership with 8.08 million video views on YouTube, leaving behind ABP Sanjha at a distant 1.6 million views and PTC News at 1.1 million views on YouTube.

News18 Rajasthan captured 3 million views on YouTube, making it the most viewed news channel from the state on YouTube. It surpassed competitors like Rajasthan Tak and Rajasthan Patrika, which garnered 1.2 million and 0.8 million views, respectively.
With over 2.6 million views on YouTube on the polling day, News18 Assam/NE surpassed News Live, which recorded 0.7 million views, followed by Prag News at 0.5 million views on YouTube.

Talking about News18 Network’s exemplary performance on YouTube, Pranav Bakshi, Head - Partnerships & Video strategy, Network 18 said, “our exceptional viewership in key markets & languages during the polls is a reflection of our commitment to delivering high quality programming and comprehensive election coverage from the ground zero. Our emphasis on localized content connects with viewers. The increased viewership has encouraged advertiser interest, as more brands recognize the power of reaching audiences across regions and languages, as we cover the elections in maximum languages & across India. Election= News18.”


Read More: <a href="https://www.storyboard18.com/brand-marketing/firstpost-outshines-bbc-news-al-jazeera-english-on-youtube-30242.htm">Firstpost outshines BBC News, Al Jazeera English on YouTube</a>

boAt brings Yashasvi Jaiswal on board as brand ambassador

Aman Gupta, co-founder and chief marketing officer of boAt, took to social media, seeking suggestions for the brand's next boAthead. Fans championed the inclusion of Yashasvi Jaiswal.

More from Storyboard18

Brand Marketing

BARC Ratings: CNN-News18 dominates with 72 percent lead over Times Now during second phase of Elections

Brand Marketing

Head-to-head: Caresmith takes a jab at Bombay Shaving Company's viral campaign

Brand Marketing

BookMyShow partners with Election Commission of India; unveils ad film ahead of Lok Sabha Elections

Brand Marketing

HCLTech and Cricket Australia extend their partnership for T20 Cricket World Cup 2024

Brand Marketing

Korean beauty brand Laneige ropes in Sara Tendulkar as brand ambassador

Brand Marketing

NueGo teams up with T-Series film “SRIKANTH” starring Rajkummar Rao

Brand Marketing

Philips India launches limited-edition trimmer co-designed by Virat Kohli

Brand Marketing

Lay's introduces limited edition Dhoni packs

Brand Marketing

News18 Network captures highest YouTube views in second phase of elections

Brand Marketing

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