SEBI cracks down on unregistered finfluencers, but loopholes remain

Modenik Lifestyle ups ad spends by 25 percent; to double revenue growth in three years

Warner Bros. Discovery threatens legal action against NBA over media rights

Meta ordered to delete AI-generated photographs of public individuals

Esports industry divided over forming anti-poaching body

Representational image via Unsplash

Relief for advertisers as MIB restricts SDC for ads to food and health sectors only

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

Paris Olympics to garner 150 million viewership on Digital, 120 million on Linear TV

Publicis Groupe to acquire Influential for $500 million

Google has a new competitor - SearchGPT by OpenAI

News influencers to be called 'digital news broadcasters', proposes new draft of Broadcasting Bill

Piyush Pandey

SC directs MIB to file affidavit within three weeks with recommendations on SDC | Ampverse shuts 7Sea Esports

Sachin Tendulkar, Adar Poonawalla-backed JetSynthesys to exit from Skyesports?: Exclusive

Quick-commerce players' ad revenue stream grows; a key investment focus for advertisers

FSSAI cancels licences of 111 spice producers due to high levels of ethylene oxide found in samples

The CRED Point: Relying on advertising virality without product virality?

Time to 'Share The Spotlight': Storyboard18's one-of-a-kind initiative to bring together women sparking change

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

Google is planning to keep third-party cookies in its Chrome browser, after years of pledging to phase out the tiny packets of code meant to track users on the internet, as per reports.

The major reversal follows concerns from advertisers - the company's biggest source of income - saying the loss of cookies in the world's most popular browser will limit their ability to collect information for personalizing ads, making them dependent on Google's user databases, as per reports.

The UK's Competition and Markets Authority had also scrutinized Google's plan over concerns it would impede competition in digital advertising.

"Instead of deprecating third-party cookies, we would introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing, and they'd be able to adjust that choice at any time," Anthony Chavez, vice president of the Google-backed Privacy Sandbox initiative, said in a blog post.

Since 2019, the Alphabet unit has been working on the Privacy Sandbox initiative aimed at enhancing online privacy while supporting digital businesses, with a key goal being the phase-out of third-party cookies.

Cookies are packets of information that allow websites and advertisers to identify individual web surfers and track their browsing habits, but they can also be used for unwanted surveillance.

In the European Union, the use of cookies is governed by the General Data Protection Regulation (GDPR), which stipulates that publishers secure explicit consent from users to store their cookies. Major browsers also give the option to delete cookies on command.

Chavez said Google was working with regulators such as the UK's CMA and Information Commissioner's Office as well as publishers and privacy groups on the new approach, while continuing to invest in the Privacy Sandbox program.

"Advertising stakeholders will no longer have to prepare to quit third-party cookies cold turkey," eMarketer analyst Evelyn Mitchell-Wolf said in a statement.

Lena Cohen, staff technologist at the Electronic Frontier Foundation, said cookies can lead to consumer harm, for instance predatory ads that target vulnerable groups. "Google's decision to continue allowing third-party cookies, despite other major browsers blocking them for years, is a direct consequence of their advertising-driven business model," Cohen said in a statement.



Google to keep third-party cookies in its Chrome browser

Avi Kumar, chief marketing officer, FNP, feels that burnout and stress is caused by a lack of contentment and happiness with one’s work.

 
He explained, “We all need to prioritise our mental, physical as well as spiritual health. My advice will be that we prioritise self-care in every aspect of life. Not just at work, but on the personal front as well.”

 
He also believes that one must be a student for life if one is to be on top of the game.


 
Edited excerpts from his conversation with Storyboard18

 

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


At FNP, we have an always-on influencer strategy. We emphasise on authenticity, and our first priority is organic collaboration. It is how we can make moments special for the collaborator / influencer.

 

Our recent partnership with influencers like Sara Tendulkar and Janhvi Kapoor have been impactful as we also help them make their special days more special.

 
We also leverage AI to analyse the overlapping audiences to ensure that our collaborations resonate with both the influencer’s followers and our audiences.

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

 
I read industry blogs and watch webinars. I have been listening to the Marketing Over Coffee podcast for some time, followed by the CMO podcast by Jim Stengel.


Additionally, I think the Harvard Business Review (HBR) helps one stay abreast of the broader business landscape, and follow some of the innovative practices.

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

 
We all need to prioritise our mental, physical, as well as spiritual health. My take is that if you enjoy your job, you will make light work of it, and there will be no burnout or stress.

 
The burnout or stress happens when you do not find joy in work. My advice will be that we prioritise self-care in every aspect of life, not just at work, but on the personal front as well.


What does your weekend look like?

 
Weekends are as busy as weekdays. I try to steal as much time as possible with the family, and not just time, but quality time, because that's what matters. 

 
I have just recently shifted to Gurgaon. Hence, I am exploring new places within Gurgaon and checking out cafes. And I try to catch up more on reading and listening to audibles.

 
I also spend some time over the weekend to reflect, plan the week ahead, and think of what really happened through the week gone by. Since that's the time when you can really cut the clutter, the noise, and focus on what your priority is really. 

 
Is there any sport or fitness routine you practice?

 
I practice vipassana. I also gym, swim, and play squash on alternate days. On weekends, I have this unwinding session with my son, who is 8 years old. I take him for a swim followed by breakfast. It also helps us bond with each other.


Please share one work and one life hack you swear by

 
In terms of work hack, I think what you prioritise gets done. Hence, you need to block your time and prioritise the work that you want to do, and manage and schedule tasks much more efficiently. 

 
This has helped me improve productivity and ensure focus. If you break your day down in terms of what you think is important and spend time on that, it helps get the work done. Otherwise, time just flows. That's the work hack. 

 
In life, we need to have a positive outlook and continue learning and striving, while reducing stress.

 
Every morning, I write down three things that I was grateful for in the day that went by. It is a very simple habit. But I think it is incredibly powerful to start the day on a positive note and keep that momentum going. 

 
What are you watching or streaming this weekend?

 
I don't watch too much OTT now. I was the head of marketing for Zee5 and watched a lot of content across platforms, both for work as well as entertainment. 

 
There's a new show on Apple TV called `New Look.’ It's the story of Christian Dior and his contemporaries, including Coco Chanel, etc, how they navigated challenges during World War II, and what launched the modern fashion industry that is there today. All these brands still exist and are market leaders. 

 
What are you reading? Any recommendations?

 
My recommendation is that the more you read, the better it is. So keep reading. Currently, I am reading Team of Teams, a book on leadership and organisation dynamics. It talks about navigating complex environments and how one can have better teamwork, adapt teams to situations, etc.

 
A piece of wisdom you would like to share? 

 
At whatever stage of life we are in, we have to be curious and open to learning. We are evolving fast, and so is the market and trends. 

 
One has to adapt very quickly, and I think that's the key to success. We have to embrace change and not be afraid to experiment and innovate. The more you prioritise customer centricity and understand how the customer is changing along with their behaviour and trends, the more we will be able to be successful in whatever we are doing. I think that God is in the details. So, small things make a big difference. 

 
Read More: <a href="https://www.storyboard18.com/brand-makers/dont-get-into-any-sort-of-competition-says-rahul-karthikeyan-scaler-academy-18355.htm">Don't get into any sort of competition, says Rahul Karthikeyan, Scaler</a>

Lack of joy at work leads to burnout and stress: Avi Kumar, CMO, FNP

Sports For All (SFA) has appointed Kumar Darpan as Chief Revenue Officer and Rohan Vyavaharkar as Global Head of Partnerships and Strategic Communications. Speaking on the expansion of the leadership team, founder Rishikesh Joshi said, “We are delighted to have Rohan and Darpan join the SFA Leadership team. We believe this will truly boost SFA’s strength & capabilities as a business, propelling our journey to become the strongest sports platform".

Darpan will be the first CRO of the SFA, founded in 2015. Darpan has nearly two decades of expertise in media and entertainment across diverse regions specialising in monetising TV and OTT platforms for companies ranging from Disney Star to Warner Brothers Discovery to Odisha Television Network. Known for his digital marketing, content creation, and AI in media, Darpan has delivered top-tier products and solutions tailored to consumer and client needs.

<a href="https://www.storyboard18.com/brand-makers/pepsico-elevates-adam-warner-to-vice-president-global-sports-entertainment-partnerships-37244.htm">PepsiCo elevates Adam Warner to Vice President - Global Sports & Entertainment Partnerships</a>

"I'm thrilled to be a part of Sports For All's mission to revolutionize sports in India. By creating opportunities for brands to build, own, and benefit from the growing list of participative sporting platforms at SFA, we can collectively have a transformative impact on sports in India. With its experience of nearly a decade, SFA is in a unique position to partner with brands to create unique consumer experiences for athletes, families, parents, and other key stakeholders," Darpan said.

On the other hand, Vyavaharkar has a varied marketing, communications, and sports management background. He was involved in creating content, and campaigns for brands like Red Bull, X India (Formerly Twitter India), Stepathlon, and Omidyar Network India. Vyavaharkar said, “Sports For All is on a mission to change the landscape of Indian sport. We want to build a nation that is healthier, fitter, and with strong values that can be best learned through playing sports. At SFA, we want to build deeper partnerships with all players, from academies to leagues to content platforms, because we believe that the only way to achieve our goals as a company and as a nation is by building a collaborative ecosystem".

<a href="https://www.storyboard18.com/brand-marketing/gcpl-looks-at-gaming-and-esports-ips-for-advertising-opportunities-exclusive-36964.htm">GCPL looks at gaming and esports IPs for advertising opportunities</a>

Separately, SFA has also kicked off its registrations for the SFA School Championships 2024-25 which will take place in 10 locations - Ahmedabad, Bengaluru, Delhi, Hyderabad, Indore, Jaipur, Mumbai, Pune, Uttarakhand featuring up to 31 sports ranging from football and archery to speedcubing and fencing.

SFA runs a tech-enabled multi-sport school championships platform. The SFA Championships showcase competition across 31 sports in sporting venues, empowering athletes and schools to discover and nurture new talent.

Sports For All appoints Kumar Darpan as its first Chief Revenue Officer

Loco, a gaming-focused streaming platform, is encountering significant challenges with its monetization model. Sources have indicated that over the past month and a half, the platform has seen a drastic decline in its Daily Active Users (DAUs) and a reduced number of streamers. Storyboard18 has learnt that Loco is aiming to recover from this situation in the coming months, the platform’s team is currently reassessing its monetization strategies as their Advertising Video On Demand (AVOD) model failed drastically. 

Anirudh Pandita and Ashwin Suresh, founders of Pocket Aces, acquired Loco in 2018 which was earlier known as the Showtime App, originally a live trivia game show app. In 2020, Loco transitioned into a game streaming platform. The platform has raised a total of $51 million in funding, including a $42 million Series A round in 2022 led by Hashed, with participation from Makers Fund, Catamaran Ventures, and Korea Investment Partners. Investors from the company’s seed round, such as Krafton, Lumikai, and Hiro Capital, also participated in this funding round.

In November 2023, Loco laid off 40 employees out of its 110-member team. A senior gaming and esports stakeholder, speaking anonymously, remarked, “This marked a critical juncture for Loco. The absence of a robust monetization model led to substantial expenditures on established YouTube streamers, whose audiences did not migrate permanently to Loco's platform as anticipated.”

He further added, “Their AVOD strategy failed and they struggled to establish a sustainable revenue model. Despite heavy investments in user acquisition, Loco currently finds itself with only a handful of streamers, predominantly broadcasting games like BGMI and GTA V to an audience of 30-40 viewers.”

Players from top esports teams in India, such as S8UL, Godlike, XO, Revenant Esports, Global Esports, 7Sea esports, Skylightz Gaming, Hyderabad Hydras, and Orangutan Gaming, have streamed on Loco. The platform has also hosted major tournaments in collaboration with global publishers like Krafton, Activision, Ubisoft, and Riot Games. Today, the platform does not have any popular streamer. 

Another gaming industry source commented, “It's a straightforward calculation—Loco invested heavily in streaming rights for major tournaments but failed to see corresponding financial returns. They struggled with user retention and competing with established players like Twitch or Kick requires huge investments.”

However, a source familiar with Loco's operations told Storyboard18 that the platform plans to bounce back in the near future, emphasizing a reassessment of their monetization approach.

The source within Loco stated, “We don't view our investment in acquiring streamers from the gaming community as a failure. While our AVOD model failed, our subscription-based offerings received positive response. Furthermore, there is low traffic and handful of streamers on the platform currently as we are also testing new features which cannot be done when the app or website is in its full potential.”

When questioned about potential shutdown plans, the source clarified, “Currently, we are experiencing a slowdown, but there are no plans to cease operations.”

RP-Sanjiv Goenka Group-owned music label Saregama had recently acquired a majority stake in digital entertainment company Pocket Aces Pictures Pvt Ltd, parent company of Loco. Saregama acquired 51.8 percent shares for Rs 174 crore and will look forward to acquire another 41 percent stake in the next 15 months. It was an all-cash deal. 
However, the source close to the development has said that Loco is a complete different entity and this acquisition does not impact Loco’s structuring. 

Storyboard18 attempted to contact Anirudh Pandita, Founder of Loco, for comments on potential fundraising efforts to sustain the platform or the current state of affairs at Loco. As of now, there has been no official response from Loco. The story will be updated if Loco issues an official statement.


Loco’s AVOD model fails, will it bounce back?

The gig economy has transformed the traditional employment landscape in the country with the entry of short-term contracts, freelance work, and flexible job opportunities over permanent full-time positions. According to TeamLease EdTech's titled "Gig Economy Skills: Equipping Youth for Freelance and Flexible Work" report, roughly 76% of the employers said that for gig workers technical and communication skills are critical for their career. Proficiency in these areas is crucial for navigating digital tools and meeting clients' expectations.
 
TeamLease report cited a study that said that India's gig economy has the potential to serve up to 90 million in non-farm sectors, adding around 1.25% to India's GDP. Platforms like Uber, Ola, and Swiggy are notable contributors to the gig economy trend.

The report which surveyed 837 employers across various sectors, mentioned that roles that require moderate experience are commonly outsourced to gig workers. As many as 67.86% of employers prefer gig workers with 1-5 years of experience. At the same time, a small portion (10.71%) of employers are open to hiring gig workers with no work experience.

<a href="https://www.storyboard18.com/brand-makers/ola-uber-and-dunzo-among-worst-platforms-for-gig-workers-bigbasket-tops-fair-work-norms-list-16648.htm">Ola, Uber and Dunzo among worst platforms for gig workers, bigbasket tops fair work norms list</a>

Most employers (78.5%) said that gig workers meet expectations but over 90% of respondents emphasized the significance of digital proficiency. 

The common skill gaps in gig workers include industry-specific knowledge and soft skills, the respondents said. 

On upskilling gig workers, the report highlighted that on-job training and online courses are preferred methods for gig workers to upskill. According to 53.57% of employers, AI and automation skills are projected to be most critical for gig workers, followed by advanced technical skills and sustainability practices.
<a href="https://www.storyboard18.com/brand-marketing/as-ott-platforms-expand-and-woo-talent-new-job-roles-open-up-36131.htm">As OTT platforms expand and woo talent, new job roles open up</a>

"AI and automation skills (53.57%) will be the most critical for gig workers in the next five years, followed by advanced technical skills (21.43%) and sustainability practices (14.29%)," TeamLease EdTech report added.

"The gig economy is not just the future of work but our present. With 78.57% of gig workers meeting or exceeding expectations, we spot a real potential. However, the emphasis on both technical and soft skills highlights the complex demands of this new work paradigm. With over half of the employers prioritizing AI and automation skills, it's clear that continuous upskilling is not just beneficial, it's essential," Shantanu Rooj, Founder and CEO of TeamLease EdTech said.

78% of employers are optimistic about gig workers;  Over 67% of recruiters prefer moderate work experience: Report

After having thoroughly discussed and observed significant challenges and concerns raised by the advertising industry stakeholders, the Ministry of Information and Broadcasting is fostering a more organised and transparent 'self-declaration' mechanism, setting a precedent for other regulatory processes, so to speak.

In its continuous efforts to centralise the mechanism, the Ministry requested the Supreme Court on July 9 to permit only a single portal for uploading a 'self-declaration certificate' for ads in all formats. In its affidavit, it highlighted how doing so can reducing the burden and simplify the bureaucratic process for advertisers and agencies involved.

Read more: <a href="https://www.storyboard18.com/how-it-works/breaking-sc-directs-mib-to-file-affidavit-within-three-weeks-with-recommendations-on-sdc-36568.htm">BREAKING: SC directs MIB to file affidavit within three weeks with recommendations on SDC</a>

Following the SC's directive, the Ministry last month had introduced features on the Broadcast Seva Portal (BSP) for TV and radio advertisements and on the Press Council of India’s (PCI) portal for print and digital/internet ads to submit the certificate signed by an authorised representative of the advertiser/advertising agency. No ads are permitted to run on television, print media, or the internet without a valid SDC.

As of today, PCI has over 76,000 SDCs on its portal and BSP has over 9,000 SDCs.

In its affidavit, the Ministry said, "It is respectfully submitted that Court's order of May 7 for creation of two separate portals, one for print and internet and another for TV, has been been duly implemented. However, for administrative prudence and improving consumer/user experience, it is humbly requested that a single portal for uploading SDC for all media including print, electronic, internet kindly be permitted by the Court."

"This will ensure that all SDCs are readily available at a single portal for public/stakeholder viewing and avoid duplication without diluting the purpose of filing such SDCs," it added in its affidavit.

In another significant move on July 4, the Ministry restricted the SDC mechanism for ads to food and health sectors only, while making it an annual mandate.

Read more: <a href="https://www.storyboard18.com/how-it-works/breaking-food-and-health-sectors-advised-to-upload-annual-self-declaration-certificate-by-mib-36111.htm">BREAKING: MIB advisory on SDC; Only Food & Health sectors to upload self-declaration certificate for ads</a>


Sujata Gupta, Secretary General, DNPA, told Storyboard18 that the proactive engagement of the government and judiciary in addressing industry concerns demonstrates a strong commitment to fostering a supportive environment for stakeholders. 

"This collaborative approach is essential for achieving a balanced and effective regulatory framework," she said.

Implementing a single portal for the SDCs will significantly reduce administrative tasks and eliminate duplication, said experts.

"This streamlined process ensures that advertisers and agencies can focus more on their creative and strategic efforts rather than being bogged down by repetitive administrative procedures. It will also provide a centralised database, making it easier to verify compliance and maintain records," said Ambika Sharma, Founder and MD, Pulp Strategy.

Read more: <a href="https://www.storyboard18.com/how-it-works/relief-for-advertisers-as-mib-restricts-sdc-for-ads-to-food-and-health-sectors-only-36128.htm">Relief for advertisers as MIB restricts SDC for ads to food and health sectors only</a>

Further, reducing the mechanism to only food and health sectors will lead to a better adherence to regulatory standards.

However, according to her, one potential anomaly is the lack of clear guidelines on how to handle advertisements that straddle multiple sectors.

For instance, wellness products often fall under both health and lifestyle categories.

Overall, the ad land believes the MIB is demonstrating its commitment to enhancing the ease of doing business in the advertising sector.

"A centralised portal can ensure uniformity, improve tracking, and provide a user-friendly interface, making compliance easier for stakeholders. If approved, this move could set a precedent for other regulatory processes, fostering a more organised and transparent system," noted Yasin Hamidani, Director, Media Care Brand Solutions.

Ultimately, the single portal simplifies the process for advertisers, offering unified guidelines, metrics, and analytics, he noted.

Read more:<a href="https://www.storyboard18.com/how-it-works/breaking-food-and-health-sectors-advised-to-upload-annual-self-declaration-certificate-by-mib-36111.htm"> BREAKING: MIB advisory on SDC; Only Food & Health sectors to upload self-declaration certificate for ads</a>

With this, MIB can also implement advanced tools for better ad tracking, compliance, and feedback, ensuring transparency and efficiency. 

This focused approach not only optimises advertisers' efforts but also enhances the quality and relevance of content for the audience.

Key representations

With respect to the compliance of the SC order of May 7, the Ministry in its affidavit to the SC highlighted actions taken with regard to stakeholders' awareness, stakeholders' consultation and the creation of BSP and PCI portals.

Read more: <a href="https://www.storyboard18.com/how-it-works/advertisers-fear-unviable-ad-self-declaration-mechanism-will-hurt-innovation-creativity-ask-for-practical-solutions-33682.htm">Advertisers fear 'unviable' ad self-declaration mechanism will hurt innovation, creativity; Ask for practical solutions</a>

The Ministry further presented key concerns raised by various industry bodies and stakeholders.

- Google representative pointed out complexity of the digital advertising landscape, emphasising the challenges in dynamically created ads and compliance due to the sheer volume and variability.

- Nestle representative suggested that until a comprehensive system is in place, the regulation should be self-regulation and non-mandatory, allowing the industry to adjust and develop compliance strategies. 

Read more: <a href="https://www.storyboard18.com/how-it-works/isa-urges-mib-to-postpone-implementation-of-self-declaration-certificate-mechanism-34174.htm">ISA urges MIB to postpone implementation of 'Self-Declaration Certificate' mechanism</a>

- In its representation submitted to the MIB, Advertising Agency Association of India (AAI) highlighted that SDC for each ad is cumbersome due to the high volume of ads. It requested the postponement of the implementation date to address logistical challenges, which was not acceded by the Ministry.

- Indian Newspaper Society (INS) argued that SDC requirement disproportionately affected the newspaper industry especially small and medium-sized agencies and added that the timeline didn't consider the industry input and requested delay until SC's vacation for a fair resolution.

Read more: <a href="https://www.storyboard18.com/how-it-works/ibdf-requests-mib-to-extend-compliance-period-by-45-days-for-self-declaration-certificate-33831.htm">IBDF requests MIB to extend compliance period by 45 days for 'self-declaration certificate'</a>

- Internet and Mobile Association of India (IAMAI) representative emphasised challenges related to scale and complexity in compliance especially in digital advertising. Further, it emphasised about the challenges in compliance w.r.t. dynamic nature of digital ads.

- Digital News Publishers Associations (DNPA) pointed out the difficulty of regulating international advertisers, who operate beyond direct control and compliance with domestic regulations.

- Broadband India Forum (BIF) raised concerns about the burden of managing SDC for every ad and regulatory overlaps with the existing laws, leading to confusion and delays.

- Federation of Indian Chambers of Commerce and Industry (FICCI) expressed concerns about the ambiguity of scope of advertisements and practical difficulties with the implementation.

- National Association of Software and Service Companies (NASSCOM) suggested focusing on curbing unethical advertising practices without overburdening the industry with SDC. It was proposed manageable compliance like SDC as part of the annual or bi-annual statement.

- Association of Radio Operators of India (AROI) representative highlighted that many radio advertisers are small businesses without any digital capabilities and placing an additional burden on radio stations to comply with the SDC requirement is harmful for the radio industry. 

- Advertising Standards Council of India (ASCI) representative pointed out the practical challenges of implementing individual SDC for ads created in, multiple languages and versions, advocating for a more efficient compliance approach.

Read more:<a href="https://www.storyboard18.com/how-it-works/why-digital-advertisers-find-self-declaration-certificate-for-ads-impractical-33684.htm"> Why digital advertisers find Self-Declaration Certificate for ads impractical</a>


The affidavit also included other major concerns raised, such as:

- Local advertisers: FM radio stations in tier-2,3 cities rely on local advertisers who may lack the resources including digital capability for uploading SDC, risking significant revenue loss.

- Volume of ads: The high volume of daily ad creatives makes verifying each SDC within the required timeframe impractical.

- Programmatic/digital ads: Ensuring compliance for numerous programmatic and digital ads is unfeasible and disrupts automation reducing efficiency for many.

- Confidentiality Issues: Mandating SDC before each ad is released risks revealing confidential business strategies, thereby affecting competitiveness.

Other major concerns include operational and financial burden, impact on social media and influencer posts, impact on overseas advertisers, and cost of compliance for multiple entities.

Read more: <a href="https://www.storyboard18.com/advertising/d2c-brands-take-direct-hit-influencer-agencies-not-fully-aware-of-self-declaration-certificate-mechanism-34789.htm">D2C brands take direct hit, influencer agencies ‘not fully aware’ of self-declaration certificate mechanism</a>


In light of these observations, a bench comprising Justice Hima Kohli and Justice Sandeep Mehta, on July 9, directed the MIB to continue conducting brainstorming sessions with stakeholders on how an implementable mechanism can be achieved. The Ministry is also instructed to file an affidavit with their recommendations within the next three weeks.
 
The apex court also appointed an amicus curiae in the case, Shadan Farasat, to assist the court with the implications of this regime, as well as the larger issues raised in the case.

Read more:<a href="https://www.storyboard18.com/advertising/despite-10k-self-declaration-certificates-uploaded-its-not-business-as-usual-for-advertisers-34781.htm"> Despite 80K ‘self-declaration certificates’ uploaded, it’s not ‘business as usual’ for advertisers</a>

MIB continues its efforts to streamline 'self-declaration certificate' mechanism

Zomato has turned 16 and oh, doesn’t everyone know it. The food aggregator platform released an advert in print media and on social media announcing its birthday and it's created quite a buzz, given the popularity Zomato's meme-fied ad strategy with a virality focus. The latest print ad takes inspiration from birthday/celebratory announcements on hoardings that we see around Indian cities usually put out by political parties, politically-inclined individuals or other government-related officials.

The style of the Zomato ad is exactly how you’d probably imagine it to be. Very Indian, very respectful, very local. The layout too is similar. Founder Deepinder Goyal’s picture in large with smaller images of other company officials seeking thanks. 

Is Zomato trolling politically-inclined Birthday ad hoardings for likes? Sure. But nobody's complaining. 

<iframe src="https://www.linkedin.com/embed/feed/update/urn:li:share:7216672857395748864" height="648" width="504" frameborder="0" allowfullscreen="" title="Embedded post"></iframe>

It’s interesting to see how viewers of the ad instantly made the connection to the ‘poli-greetings’. An announcement that is something that you’d normally just see and forget has actually made an impression and amassed engagement for Zomato's social media handles. And, if Zomato's marketing history is any indication, the company knows very well how to pique the audience's interest. 

A LinkedIn user wrote, “I have always maintained, Zomato is an Advertising/Branding Agency that also does food delivery.” 

Another user wrote, “I’m sure, all Zomato marketing member are backbenchers and in there college time they were making birthday banner and now the joined Zomato प्रचार विभाग”

The pursuit of virality and moment-driven marketing has resulted in grand successes but also many great flops. This one, it seems, gets the people's vote. 

Viewers are able to immediately associate Zomato’s ad with local announcements, indicating that sometimes something as rudimentary as a birthday announcement is enough to get the ‘janta’ to appreciate the brand's effort and perhaps even get them to avail ‘Gold’ membership, as indicated and offered in the ad. 

“I will unfriend my friends if they don't make such a card on my birthday,” said another internet user.

Zomato trolls ‘poli-greetings’ for its Birthday ad; Food delivery major gets the people's vote

By Rubeena Singh

In this dynamic and highly evolving landscape of Indian influencer marketing, brands often find themselves at crossroads when choosing between micro and macro influencers. Each category brings its unique strengths to the table, shaping brand narratives in profoundly different ways. Understanding these nuances is crucial for marketers aiming to leverage influencers effectively.

Here are a few parameters which brands need to keep in mind while crafting a long-term strategy for themselves.


Defining micro and macro influencers


Firstly, let’s delineate the two. Micro influencers typically have followers ranging from 10,000 to 100,000. They are often revered for their niche expertise and high engagement rates. Macro influencers, on the other hand, boast a follower count exceeding 100,000, often reaching into the millions. These influencers offer vast reach and are usually household names. Depending on your brand’s core TG, it is essential to address this area in the initial phase.


Engagement: Depth Over Breadth?

Studies suggest that micro influencers maintain higher engagement rates compared to their macro counterparts. This is largely due to their perceived authenticity and closer relationships with their audience. In the context of the Indian market, where diverse languages and cultures coexist, micro influencers can engage deeply with specific communities or interest groups, making them invaluable for brands that aim for a focused impact.


For instance, recently at AnyMind Group, we executed a vernacular campaign with a leading Jewellery brand in Maharashtra where the brand wanted niche Micro creators who would resonate with their local target audience. With the help of our proprietary tech platform, AnyTag, we curated Influencers from the specified region and executed the campaign. This approach helped the brand to increase footfall in their stores since the content created by the Influencers was very localised which resonated with the brand's target audience.


Impact: The Wider the Better?

Conversely, macro influencers excel in creating broad awareness quickly. They are the go-to for brands seeking to launch a new product or enter a new market. For example, a smartphone brand launching in India might collaborate with a macro influencer to tap into their extensive reach, ensuring that the product gains immediate visibility across diverse consumer segments. We ran a macro creator-led festive campaign for Blue Heaven Cosmetics, wherein we leveraged TV celebs and other macro-Instagram influencers to drive massive pan-India reach and buzz for their new product range launch. This helped us in garnering a cumulative reach of 4.68M with total views of 8.1M+.


This approach is particularly effective in saturated markets where cutting through the noise is paramount. The endorsement by a well-known personality not only garners attention but also lends credibility to the product.


Cost-effectiveness: Budgeting for influence

Budget constraints are another critical factor influencing the choice between micro and macro influencers. Micro influencers are typically more cost-effective, allowing brands to engage several influencers for the price of one macro influencer. This can be a strategic advantage for startups or small to medium enterprises (SMEs) that require a high ROI on limited marketing budgets.


Moreover, campaigns engaging multiple micro influencers can lead to a ‘network effect’, where the combined reach and authenticity drive more profound cumulative impact than a single macro influencer might achieve.


Use cases in the Indian market


Fashion and Lifestyle: Micro influencers are ideal for fashion brands aiming to showcase real-life applications of their products. A micro influencer wearing a brand's new line in their daily, relatable setting can influence purchase decisions more effectively than a celebrity who might appear inaccessible.


Technology and Electronics: Macro influencers often help tech brands achieve a splash during product launches. Their ability to reach millions means that new gadgets gain instant visibility across a broad audience.


Health and Wellness: Here, both micro and macro influencers can be pivotal. A health drink brand might use micro influencers to generate authentic testimonial-based content, while also partnering with a macro influencer for a broader awareness campaign.


Conclusion


Choosing between micro and macro influencers should not be an either/or proposition but a strategic decision based on the specific goals, budget, and target audience of a campaign. In the intricate tapestry of Indian markets, where consumer segments are as diverse as the cultures they represent, a nuanced approach to influencer marketing can yield unmatched dividends for brands. Engaging a combination of both influencer types, tailored to different phases of the marketing funnel, can harness the strengths of each to create a holistic impact.


Rubeena Singh is the country manager India & MENA, AnyMind Group.


Read More: <a href="https://www.storyboard18.com/advertising/anyminds-otohiko-kozutsumi-and-rubeena-singh-on-gaming-influencer-marketing-and-more-25692.htm">AnyMind's Otohiko Kozutsumi and Rubeena Singh on gaming, influencer marketing and more</a>

Micro vs Macro influencers – what works best for your brand

Two employees are present in the cabin of their boss. As one of the subordinates meekly prepares tea for him, the other angrily faces rejection when he submits reports. 


As the hotel reservation desk comes online, and the boss tries to clarify his name to the desk, one of them chips in and expands the whole name through profanities, stating H for Hitler, A for Arrogant, R for Rascal and I for Idiot.


As it stuns the boss, which is played by actor Bobby Parvez, the meek subordinate adds: S for Shameless.


There is a necessity to connect with the audience at an emotional level. The addition to this was humour, stated Info Edge founder Sanjeev Bikhchandani in a conversation with Storyboard18.


This is exactly what reflected in the Hari Sadu ad (for Naukri.com) of 2006.


Genesis of the campaign


On May 1, 1995, Bikhchandani cemented the foundation of technology company Info Edge Private Ltd, which owns job portal Naukri.com, launched in March 27, 1997.



As Sanjay Sharma, former chief creative officer at FCB Ulka puts it in a conversation, online business was not popular then, and the medium was not taken seriously. They approached the agency with the intention of ‘popularising’ their online business.



Bikhchandani told Storyboard18 that, in the mid-2000, The Economist had conducted a survey on ‘why people switch jobs’ in collaboration with Egon Zehnder, a global organisational consulting and leadership advisory firm. 


Post the survey, one of the data points highlighted that ‘career advancement’ was not the reason for people switching jobs. Eight percent of the audience cited their unhappiness with the boss to be one of the reasons. This data point, as per Bikhchandani, got stuck with the agency folks.


According to FCB Ulka, there are three great relationships in this world. One is of the mother-son relationship. The second is the mother-in-law, daughter-in-law relationship, which has been done to death in the Saas bahu serials. 


The third is between the boss and the subordinate, which has been unexplored. 


Hence, Sharma came up with the idea of doing a campaign around ‘bad boss,’ with the basic ingredients being humour plus emotional connect. 


“My philosophy has been that consumers are not buying products but sentiments. If we approach consumers on a sentimental level, they will be ready to walk with the brand for some distance.”


Citing how ‘petrified’ they were when they took the concept to the client, he said: “The irony is that the business of Info Edge is to sell jobs, and they approach employers, too. And you are bashing the employer in your advertising?”


‘Hari Sadu’ is the third in the series of ads that were conceptualised around bad bosses. 


The first was around an employee water squatting on the boss in the washroom. The second revolved around the birthday of the senior, where the cake is kept on the chair, and he sits on it. Both the commercials were done by FCB Ulka.


But the ‘Hari Sadu’ ad, as Sharma puts it, showed a bold move from the client side to proceed. 


The script was penned by Sharma, and Vasudha Mishra, the agency’s copywriter, improvised it.


Sharma reminisced that four to five scripts were written and were presented to them.


According to Sumeet Singh, chief marketing officer, Info Edge, “Sanjeev (Bikhchandani) and Hitesh (Oberoi, then COO and director) have always had this way of calling a few more people internally, and observing their reactions on the scripts. We heard a few more and then there were two contenders, where one of them was Hari Sadu.”


Reactions were observed. Since the discussion here was on bosses, the thought process was the fear of backlash from the HR community. But team members were assured that it wouldn’t happen.


However, Sharma notes that it took eight months for the script to be green-lit. During this period, Bikhchandani asked him, “What is your conviction on this script?” Sharma responded by stating that it was ‘100 percent’.


After eight months, he said, “Let’s do it. Let us see what happens.”


Filming and marketing strategies


Rajesh Krishnan was the director of the film. According to Sharma, the biggest improvement to the film was given by Krishnan. The first two commercials were directed by Sabal Singh Shekawat. 


Sharma was dismayed with the ending of the script he had penned. When Krishnan visited Sharma’s office, he shared his concerns. To sound polite, some other adjective was chosen for ‘S’. It was Krishnan who suggested going with ‘Shameless’.


Sharma explained: “When you write the script, the director's belief is very important. If your director doesn't believe in your script, the script doesn't go viral.”


“If you look at the lighting, it's very dramatic. It's like a theatre. That's the type of space it was shot in,” he said.


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The ad was shot in December 2005, and was released on every television channel in February 2006. 


Since the business of Info Edge was online, not much was invested in print. Experiments were done in the outdoor medium too, but, as Sharma put it, they did not derive ‘fun’ out of it.


The target audience were youth, followed by employers. “Since employers generate business, demand is created from the employers’ end,” Sharma added.


The commercial was critically and commercially acclaimed. 


It won the Campaign of the Year award in 2006 at the Advertising Club Kolkata, Consumer Connect Awards, and a bronze at the APAC Effies Awards in Singapore in 2008, stated a media report.



The aftermath


In an era which was not social media or digitally savvy, the ad created a buzz, which got people talking positively. However, with every pros comes a con. 


The Hari Sadu ad got embroiled in a few controversies. There was a controversy around the name Hari, which also means God. But it died down in a day.


Then there was a controversy related to a 11-year-old student named Hari Bhanot in Chandigarh. He was in grade five or six. According to Singh, the boy’s father claimed that his son was being humiliated in school and was being called these names. He began putting pressure on Naukri.com to take the ad off.


But Info Edge heard only positive reviews from clients, and the sales touched a positive figure. 


The boy’s father had also gone to the media and Sandeep Bhargav, who was the head of Info Edge’s Delhi branch, along with Oberoi, had to go to give a lot of media interviews to explain their side of the story. 


A case was filed with the Advertising Standards Council of India, and it was won by Info Edge. Then they visited the boy and the school principal in Chandigarh. However, the principal contradicted the claim, as given by the boy’s father.

 
Later, it came to light that the boy's father was running his own PR agency. 


“Since people wrote to the media, we made sure that we touched base with everybody,” added Singh. 


Why did it stand out?


According to Sharma, “Every creative agency gets a brief to make an ad. Since advertising is a very herd mentality industry, the client always tries to give a brief to create something around a successful thing. Hence, the creative head gets stuck here.”


Through this ad, FCB Ulka, which believed advertising is a serious business, learnt that it is not a serious business but a sensitive business.


It has been more than a decade since Hari Sadu graced the screen. While it enjoyed profound success, would it still be relevant in today’s times?


As Bikhchandani notes, the ad has not been run since 2011.


“Today, bosses are not that authoritative, right?” said Singh. 


Post Hari Sadu, the next ad was on ‘Drag yourself to work’. Info Edge would conduct surveys once in a year or two. Before COVID-19, what was realised was that bosses were the highest reason why people were leaving jobs, like it was in the past. The relationship between a superior and a subordinate changes with time. 


Five to six years ago, when Info Edge conducted a survey, people leaving organisations due to ‘bad bosses’ did not have a majority vote.


“While the Hari Sadu ad still gets a smile, and since we all have good days and bad days with our bosses, maybe it's not as relevant as it was in those times,” Info Edge’s CMO concluded.

 
Read More: <a href="https://www.storyboard18.com/advertising/one-black-coffee-please-the-ad-that-won-india-her-first-lion-at-cannes-35728.htm">One black coffee, please: The ad that won India her first Lion at Cannes</a>

Remember Hari Sadu? Will that ad still work?

There have recently been complaints from photographers suggesting that Meta has been labelling images with their ‘made with AI’ tag that weren’t created using AI. Photos that were created in Adobe’s Photoshop using its gen AI tool were also being labelled by Meta incorrectly.

Meta launched the ‘made with AI’ tag earlier this year. The company’s Oversight Board had criticised Meta over its manipulated media policy and Meta introduced these labels, reported Moneycontrol. 

The social networking giant has now announced that it is once again changing these labels. Industry standard indicators that other companies include in content created using their tools help Meta assess whether something is created using AI, the company said. The company wants its users to know when an image has been generated using AI. 

The company said, “Like others across the industry, we’ve found that our labels based on these indicators weren’t always aligned with people’s expectations and didn’t always provide enough context.”

Further, Meta said that some of the content that included minor adjustments and modifications using AI, such as retouching tools, included industry standard indicators, causing Meta to label the images with the tag. 

“While we work with companies across the industry to improve the process so our labelling approach better matches our intent, we’re updating the “Made with AI” label to “AI info” across our apps, which people can click for more information,” the company said.

The ‘AI info’ label however, won’t give out any extra information. As per reports, upon clicking on the tag, the information will be the same as the ‘made with AI’ label. 


Meta revises AI-generated image labels on its platforms after photographers issue complaints

As the TATA IPL 2024 approaches the playoffs phase, Disney Star, the official broadcaster of the tournament, continues to achieve viewership milestones. As per BARC, the television broadcaster has already surpassed the 50 crore mark in cumulative audience reached. With 17 games left in the season, the broadcaster has already exceeded the full tournament reach of 7 seasons out 8 in the BARC era. Additionally, the broadcaster has also recorded a total watch time of 35,600 crore minutes, a growth of 18% compared to the 2023 edition, showcasing the captivating coverage that the broadcaster has delivered throughout the tournament. Additionally, the broadcaster has recorded a 18% surge in match ratings (TVR) for the first 51 matches compared to the 2023 edition.

The TATA IPL 2024 season is reaching its fever pitch, and Star Sports is capturing the race to the playoffs with surround programming. With only 13 league matches remaining in the 2024 Indian Premier League (IPL) season, the playoff scenario remains a mystery as no team has secured a spot yet. 9 out of 10 teams are still in contention, intensifying the race for the coveted playoff berths. 

 

Disney Star surpasses 50 crore mark in audience reach for Tata IPL 2024

With 17 games left in the season, the broadcaster has already exceeded the full tournament reach of 7 seasons out 8 in the BARC era.

JioCinema, the streaming platform for the TATA IPL recorded a reach of 2,600 Crore views during the 2024 season of TATA IPL, a 53 percent growth compared to TATA IPL 2023. As JioCinema concluded their second season, the platform recorded over 35,000 Crore minutes of watch-time. 

JioCinema’s reach grew by over 38 percent, concluding the season at over 62 Crores. The Connected TV audience expanded substantially as the 12 language feeds, 4K viewing, multi-cam views, and stadium like experience through AR/VR and 360-degree viewing led to average time spent touching 75 minutes from over 60 minutes last season.
 
JioCinema opened the 2024 season with over 11.3 Crore viewers logged in on Day 1, a 51% increase compared to Day 1 of TATA IPL 2023. As JioCinema commenced their second season on digital, over 59 Crore video views were registered on the platform for the opening day of TATA IPL 2024 which led to 660 Crore minutes of watch-time.
 
“We conclude the TATA IPL 2024 with a promise to continue to redefine the way sports is consumed in India,” said a Viacom18 Spokesperson. “The growth we are seeing year-on-year assures us that our viewer-centric presentation is engaged with and appreciated. We would also like to thank our partners, sponsors, and stakeholders who have shared our vision as we remain on course to make JioCinema the most sought-after platform.”
 
This season, JioCinema took the opening match presentation with six leading consumer brands, Dream11, Charged by Thums Up, Parle Products, Britannia, Dalmia Cements, and HDFC Bank, debuting their TATA IPL campaigns within the first six overs of the opening game under the newly-introduced JioCinema Brand Spotlight. By the end of the season, JioCinema had a record 28 sponsors and over 1400 advertisers.
 
JioCinema’s commitment to offer the best-in-class sports content will continue with the Olympic Games Paris 2024. Viewers can expect an enhanced viewing experience of the Olympics like never before, with thousands of hours of live and on demand action. Viacom18’s comprehensive coverage of Paris 2024 will include content around must-watch events for India fans, Indians to watch out for at the Olympics, greatest performances in Olympics history, unprecedented landmarks Indians can achieve at Paris 2024, and much more. 


JioCinema records reach of 2,600 Crore views during the 2024 season of TATA IPL

The IPL season in India has indeed become a cultural phenomenon, akin to a festive season, drawing in massive audiences and offering significant advertising opportunities for brands. With IPL 2024, digital marketing agency TheSmallBigIdea witnessed a significant shift towards digital platforms, especially Connected TV (CTV) advertising, reflecting changing consumer behavior and media consumption habits.

According to Harikrishnan Pillai, CEO and Co-founder, TheSmallBigIdea, despite this premium pricing, TV ad volumes only saw a modest 1 percent increase compared to IPL 2023. However, the number of sponsors and advertised categories surged by 26 percent and 63 percent, respectively. Jio's free streaming option has the potential to broaden viewership and brand awareness, although some experts believe it may shift ad spending towards other major events like the upcoming Lok Sabha elections.

Manish Solanki, COO and Co-founder, TheSmallBigIdea believes the rise of CTV in India signals a significant shift in the advertising landscape, offering advertisers a potent combination of targeted reach, measurable outcomes, and innovative ad formats.

In an exclusive chat with Storyboard18, both Pillai and Solanki outline digital ad spends propelled by IPL 2024, importance of CTV in India, the essence of ‘ThatsMyGame’ and "DilSeIndianSpiritSeMumbaiIndians" campaigns and more. 

Edited excerpts


Can you share some insights on the kind of work done by TSBI for brands during IPL?

During the 2024 IPL season, we at TheSmallBigIdea forged several partnerships with prominent brands like DHL Express, Sports18, JioCinema, GreatWhite Electricals, Sandu Pharmaceuticals, Pepe Jeans, Veena World, and Mahindra Manulife Mutual Funds. 

In our association with Sports18 and JioCinema, we crafted compelling CTV and performance creatives with a focus of transcending devices and brands. Throughout the season, our team churned out over 5000 static and video ads, reaching audiences across televisions, mobile devices, and laptops nationwide.

To ensure maximum brand exposure on handheld devices, we tailored pre-roll and mid-roll 10-second and 20-second ads for GreatWhite Electricals, and static fence ads for Sandu Pharmaceuticals, Pepe Jeans, Veena World, and Mahindra Manulife Mutual Funds on JioCinema during IPL matches. These ads specifically targeted key markets in India to drive brand awareness and consideration.

Our approach to the DHL Express campaign was particularly distinctive. Moving away from the typical norm of using sports celebrities, we focused on the concept of across all domains. This led to a narrative highlighting the prowess of both cricketers and DHL Express. The campaign, which featured cricket stars in a DHL ad film, emphasized the idea that whether it's scoring runs or delivering packages, excellence is what truly stands out. This approach allowed us to resonate with audiences by celebrating expertise without straying from the brand’s core values.

Take us through the growth in digital ad spends propelled by IPL 2024?

The IPL season in India has indeed become a cultural phenomenon, akin to a festive season, drawing in massive audiences and offering significant advertising opportunities for brands. With IPL 2024, we witnessed a significant shift towards digital platforms, especially Connected TV (CTV) advertising, reflecting changing consumer behavior and media consumption habits.

Despite this premium pricing, TV ad volumes only saw a modest 1% increase compared to IPL 2023. However, the number of sponsors and advertised categories surged by 26% and 63%, respectively. Jio's free streaming option has the potential to broaden viewership and brand awareness, although some experts believe it may shift ad spending towards other major events like the upcoming Lok Sabha elections.
 
Advertisers are now advised to diversify their strategies by incorporating digital advertising within the IPL ecosystem and leveraging social media trends. It's crucial to employ precise targeting and measure success beyond traditional TV metrics, focusing on website traffic and social media engagement.

What are your views about the emergence of CTV as an important medium for brands and advertisers?

The rise of CTV in India signals a significant shift in the advertising landscape, offering advertisers a potent combination of targeted reach, measurable outcomes, and innovative ad formats. As traditional TV viewership dwindles, CTV emerges as a cost-effective avenue for brands to connect with diverse audiences. Its integration with digital campaigns enables seamless coordination, while its ability to cater to regional preferences strengthens its position as a pivotal platform for advertisers. With tangible engagement metrics, CTV empowers brands to pivot strategies mid-campaign, maximizing impact and delivering greater value for their investment. 

What are the aims and objectives behind the association with DHL Express for IPL 2024?

Our collaboration with DHL Express during IPL 2024 aimed to spotlight the partnership with the Mumbai Indians and enhance brand visibility through engaging and authentic content. We developed the #ThatsMyGame and #DilSeIndianSpiritSeMumbaiIndians campaigns, featuring dynamic videos, social media posts, and influencer collaborations. These campaigns highlighted the shared values of excellence and commitment between DHL and the Mumbai Indians.
 
We wanted to collectively connect with the audience by reflecting the culture of the Mumbai Indians and DHL’s principles. We captured live event content for social media to ensure consistent and impactful engagement. The objective was to create fun, authentic content that resonated with fans and showcased the strengths of both DHL and the Mumbai Indians. The partnership focused on authenticity, engagement, and celebrating excellence, aligning with both DHL's and the Mumbai Indians' values.

What led to the ‘ThatsMyGame’ and "DilSeIndianSpiritSeMumbaiIndians" campaign? What were some key learnings during the making of the campaign?

The ‘ThatsMyGame’ campaign was inspired by an insight from last year’s DHL shoot. Rohit Sharma humorously remarked, "Mujhe dance wance mat karao. Hum cricketers hai. Let us do that," which sparked the idea. We realized that cricketers should stick to what they do best—playing cricket—and leave everything else to DHL Express. This message resonated strongly on social media, as fans appreciated the authenticity and straightforwardness of the communication. By aligning with the cricketers' true skills, we crafted a campaign that felt genuine and struck a chord with the audience.
 
For the 'DilSeIndianSpiritSeMumbaiIndians' campaign, we wanted to capture the essence of the Mumbai Indians (MI) as a family that nurtures top talent for the Indian cricket team, featuring players like Ishan Kishan, Suryakumar Yadav, and Jasprit Bumrah. The campaign aimed to reflect the spirit of unity and excellence that defines MI. The tagline, "DilSeIndianSpiritSeMumbaiIndian," emphasized being Indian at heart and embodying the true spirit of Mumbai.


What are some projects in the pipeline?

TheSmallBigIdea has adeptly embraced the digital evolution within BFSI and Pharma, utilizing our specialized expertise to navigate the online landscape for renowned brands. Through the implementation of precise advertising strategies and data-driven marketing techniques, we've cultivated strong online identities and heightened brand visibility, as evidenced by our strategic management of brands social media platforms. Additionally, our tailored media buying solutions have substantially enhanced the exposure of clients. Looking ahead, we are poised to further amplify the digital presence for additional brands and sectors in the coming months.

TheSmallBigIdea on how CTV in India signals a significant shift in the advertising landscape

Elections and IPL (Indian Premier League) has been the winning combo for advertisers in the first half of the year. Shooting ad spends have not only added to the Ad Ex of the year but have also delivered a significant year on year growth. In a chat with Storyboard18, Kumar Awanish, chief growth officer, Cheil India said ad spends in April is expected to have brought in an 18-25 percent jump compared to last year. The winner however is Connected TV, with every advertiser wanting to find a space on it.


Awanish talks about CTV growth, ad spends, big ticket events of the year and more.

Edited excerpts


What is the kind of increase in ad spends that you are noticing this April/May period due to the combined impact of IPL and elections?


All mediums put together along with 40 percent plus incremental advertisers, from the period of April to June, we can easily see an exponential growth of 18 percent to 25 percent in the advertising spends compared to same time last year. 



CTV has been the talk of the town, do you see any surge in interest for CTV? Which brands are going for CTV? What has been the approximate spend on CTV ads this election+IPL season?


CTV is the poster boy of advertising at the moment, which is letting the brands bet big. Approximately, 60 percent plus brands from the participating categories are grabbing some share of CTV inventories. The limited inventory of CTV will restrict the overall digital budget share in the range of 12 percent to 18 percent. It is in the higher consideration set of automotive, foods and beverages, BFSI, perfume, e-commerce, gaming and smartphone brands.

 

What are the top ad spending categories experiencing the biggest surge in AdeX due to the combined effect of IPL and the upcoming elections?

Ecommerce, gaming, automotive, beverages and FMCG categories and associated brands are definitely topping the charts.



 
Can you tell us which genres of programming are performing best in terms of ad viewership during the IPL and election season?


Well, this is no brainer. News and sports genres are the ‘Men of the Match’ considering the IPL and election events, followed by entertainment, which has its own loyal fan pool.




How significant is the ad rate growth compared to usual periods, (or this time last year) considering both IPL and election?

If we consider IPL last year to IPL this year, there has been an insignificant growth of ad rates, but for news genre it is like a leap year with an extra day due to elections. On an average, the ad rate surge in news genre will be in the range of 35 percent to 45 percent. Some of the broadcasters have escalated the rates to as high as 70 percent.




Besides IPL and elections, are there any other upcoming events or trends that you anticipate will impact media buying strategies?


There are no significant events, except T20 World Cup that match the scale of IPL and elections in the near term, but there would certainly be some delta in the upcoming events. The second half of the year is power packed. T20 World Cup, Asia cup, Bilateral Series being the prominent ones in sports and KKK, KBC, BigBoss, IIFA and Filmfare in entertainment.

CTV is the poster boy of advertising at the moment: Cheil India’s Kumar Awanish

As the TATA IPL 2024 approaches the playoffs phase, Disney Star, the official broadcaster of the tournament, continues to achieve viewership milestones. As per BARC, the television broadcaster has already surpassed the 50 crore mark in cumulative audience reached. With 17 games left in the season, the broadcaster has already exceeded the full tournament reach of 7 seasons out 8 in the BARC era. Additionally, the broadcaster has also recorded a total watch time of 35,600 crore minutes, a growth of 18% compared to the 2023 edition, showcasing the captivating coverage that the broadcaster has delivered throughout the tournament. Additionally, the broadcaster has recorded a 18% surge in match ratings (TVR) for the first 51 matches compared to the 2023 edition.

The TATA IPL 2024 season is reaching its fever pitch, and Star Sports is capturing the race to the playoffs with surround programming. With only 13 league matches remaining in the 2024 Indian Premier League (IPL) season, the playoff scenario remains a mystery as no team has secured a spot yet. 9 out of 10 teams are still in contention, intensifying the race for the coveted playoff berths. 

 

A marquee event like IPL amplifies brand engagement leading to heightened interaction and interest in the brand's offerings. Considering this, Greenply has been leveraging IPL by partnering with Lucknow Super Giants to expand its reach and visibility. "With millions of viewers tuning in to watch IPL matches across India, the brand gains widespread exposure, allowing it to connect with consumers on a national scale. This increased visibility is especially valuable in strengthening Greenply's presence in regions like Uttar Pradesh, where cricket holds immense cultural significance and serves as a conduit for regional pride," says Sanidhya Mittal, Joint Managing Director of Greenply Industries Ltd. 

In the course of the partnership with Lucknow Super Giants, Greenply has endeavoured to create memorable experiences that resonate deeply with fans and embody the spirit of cricket. One such moments came in 2022 when Greenply launched the 'Jalwa Dikhega' anthem, capturing the vibrant essence of Uttar Pradesh and fostering a sense of unity among fans. This initiative wasn't just about entertainment but about making every fan feel connected to the success of their regional team.

The following year marked a significant leap as Greenply integrated AI and digital technologies to redefine fan engagement. Beyond novelty, the aim was to creating personalized experiences that left a lasting impact on each fan.

Mittal discusses how in 2024, Greenply a step forward by rebuilding the ramp at Ekana Stadium in Lucknow to further enhance accessibility for viewers.

Edited excerpts:


What was the rationale behind the Careforall campaign?

The Careforall campaign stemmed from Greenply's dedication to social responsibility and inclusivity. It was inspired by the need to address accessibility challenges faced by wheelchair users at live cricket matches. The campaign began with #pujoforall in Kolkata, highlighting inclusivity during festivities, and evolved into #careforall in Lucknow, where Greenply installed wheelchair-friendly plywood ramps at the at Ekana Stadium in Lucknow. This initiative not only facilitated access for those with mobility challenges but also demonstrated Greenply's commitment to creating inclusive public spaces. The installation of wheelchair-friendly plywood ramps made the experience smoother for attendees with mobility challenges, ensuring they could participate fully in the excitement of live cricket matches.

How important is IPL for Greenply in terms of marketing and advertising?

The key advantage is the amplified brand engagement that comes with associating Greenply with cricket, a sport known for its enduring performance. This connection resonates deeply with audiences during IPL matches, leading to heightened interaction and interest in the brand's offerings. Moreover, the IPL provides Greenply with a platform to expand its reach and visibility. With millions of viewers tuning in to watch IPL matches across India, the brand gains widespread exposure, allowing it to connect with consumers on a national scale. This increased visibility is especially valuable in strengthening Greenply's presence in regions like Uttar Pradesh, where cricket holds immense cultural significance and serves as a conduit for regional pride.

Beyond visibility, the IPL association enables Greenply to infuse its brand ethos among the audience. Through consistent investments in brand building, Greenply leverages the IPL platform to convey its values and messaging effectively. This strategic alignment helps create a positive perception of the brand, fostering a deeper connection with consumers, particularly those who resonate with cricket and its associated values. The IPL also offers ample opportunities for engagement, ranging from targeted advertising during matches to interactive campaigns centered around cricket. These initiatives not only enhance brand recall but also drive consumer engagement, further solidifying Greenply's position as a reliable and performance-driven choice in the construction and interior design sectors.

Take us through Greenply's association with Lucknow SuperGiants. What's been the plan for 2024?

In the course of the partnership with Lucknow Super Giants, Greenply has endeavoured to create memorable experiences that resonate deeply with fans and embody the spirit of cricket. One such moments came in 2022 when Greenply launched the 'Jalwa Dikhega' anthem, capturing the vibrant essence of Uttar Pradesh and fostering a sense of unity among fans. This initiative wasn't just about entertainment but about making every fan feel connected to the success of their regional team.

The following year marked a significant leap as Greenply integrated AI and digital technologies to redefine fan engagement. Beyond novelty, the aim was to creating personalized experiences that left a lasting impact on each fan.

Greenply's commitment to inclusivity and social responsibility was exemplified in 2023 with the installation of wheelchair-friendly ramps at Ekana Stadium. This initiative focused on accessibility, ensuring that everyone, regardless of mobility challenges, could share in the thrill of live cricket matches. 

Also in 2023, Greenply hosted the 'In the House' chat show with players like Krunal Pandya, Quinton De Kock, Marcus Stoinis, Avesh Khan, and media personality Ms. Mandira Bedi, to celebrate the launch of Greenply’s state-of-the-art MDF plant in Baroda. It was a blend of sportsmanship, industry innovation, and local impact, showcasing our dedication to creating memorable experiences both on and off the field.

In 2024, Greenply has taken another step forward by rebuilding the ramp at Ekana Stadium in Lucknow to further enhance accessibility for viewers. This initiative reflects Greenply's commitment not only to supporting the city's team but also to contributing to the infrastructural improvement of Lucknow, one ramp at a time. It's about more than just cricket; it's about creating lasting positive impact in the communities we serve.

What is Greenply's media mix? 

The association with Lucknow Super Giants is amplified across digital and social media platforms, complemented by consumer connect initiatives both virtually and on-ground. These efforts aim to generate significant engagement among the audience and foster a sense of connection with the brand.
Greenply adopts a 360-degree approach in its media mix, targeting a wide range of audiences including channel partners, industry influencers, and consumers. This comprehensive strategy ensures that the brand's messaging reaches and resonates with its key stakeholders.
The media mix includes a big focus on unique activations, spanning from AI-driven campaigns to CSR initiatives and entertainment-based engagements. This diverse approach not only captures attention but also reflects Greenply's commitment to innovation and creating meaningful experiences for its audience.

What are some market trends and consumer insights you have been noticing?

Consumer trends in the plywood industry are witnessing a notable shift towards a focus on furniture rather than the plywood itself. Consumers are discovering the importance of quality ply during the process of crafting exceptional furniture pieces. There is a prevalent belief that homes are always a work in progress, leading to a continuous need for change, evolution, and staying updated with contemporary trends. While there is a high level of involvement in home décor, consumers often exhibit a low understanding of materials, relying more on aesthetics and functionality.

In terms of brand exploration, consumers typically delve into 2-3 brands in detail, with a focus on basic functionalities. However, there is a lack of knowledge on how to evaluate plywood beyond these basics. This trend indicates a growing reliance on experts to guide decision-making processes, especially in selecting branded materials that are perceived to offer higher quality and reliability. Overall, these market trends and consumer insights highlight the evolving dynamics in the plywood industry, where a balance between functionality, aesthetics, and expert guidance plays a crucial role in consumer decision-making.

Greenply's Sanidhya Mittal on leveraging IPL, partnership with Lucknow Super Giants and more

Even in its last legs, the Indian Premier League continues to garner advertiser interest.Advertising on television during the first 48 matches of the Indian Premier League has surged by 15 percent compared to the same period last season. This growth is fuelled by a significant increase in both advertiser and category participation.



According to latest TAM data, There has been a 40 percent search in the number of categories that advertised in IPL this year and close to 33 percent increase in advertisers. 



A total of 32 new categories and 101 new brand advertised in the first 48 matches of IPL 2024.
Just like the last season, ecom- gaming continues to dominate the top categories on television. The top five categories this season after ecom-gaming are range of food products, pan masala, perfume/deodorant and air-conditioners. Together the top five categories present in this years‘s IPL covered 46 percent share of ad volume.



Moving on to advertisers Parle Products, Sporta Technologies, Vishnu Packaging, Vini products and Playgames 24*7 topped the charts.



<a href="https://www.storyboard18.com/brand-makers/ipl-2024-pan-masala-brands-spend-rs350-cr-grab-10-percent-advertising-volume-with-mouth-freshener-ads-30263.htm">Also read: IPL 2024: Pan Masala brands spend Rs350 cr, grab 10 percent advertising volume with ‘mouth freshener’ ads</a>


Exclusive brands on Hindi+ English language channels this season are Fogg Master, Dabur Real Range, Amazon Prime Video, Dabur Red Bae Fresh Gel and the Espncricinfo App.

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

India's booming CTV market coupled with IPL is a magnet for viewers, broadcasters, and advertisers alike. CTV reaches audiences who are no longer watching traditional cable or may never do so, making it a vital medium to connect with viewers shifting towards digital platforms. As per a Dentsu consumer study, CTV viewers have a higher engagement level with 2.2x engagement level compared to 1.4x on offline media like QR scan, coupon redemption or installs. 

Sharing his views on the digital versus TV debate, Rahul Talwar, Chief Marketing Officer, Max Life Insurance says, “Between linear TV and connected TV,  CTV would be one of those pivotal frontiers for advertisers today. We know that all traditional or newer choices of media and their outcomes are reflected on measurability. At the end of the day, a marketer is also now responsible for driving revenue."

Talwar adds, “CTV is that it not only offers a larger screen to consume content and for brands to be present in, it’s also one of those pieces where we have realized that if the viewer wants to have control in his or her hand, it allows you to have that versus say a set content that would have been available in the past. And for life insurance, which is a family conversation, we believe that CTV would be definitely playing a role. 

On the transition from linear TV to CTV, Talwar believes that there is still much more distance to cover and to reach that stage, as there is a great degree of efficiency that gets driven by linear TV. “But I equally believe that going forward, there would always be a role for a specific objective that would be fulfilled by CTV being in the media, mix in that sense."

IPL is a play that allows interactions with the viewer or with the end user in many ways. Talwar says, "At  Max Life, we have very strategically aligned ourselves with cricket for two reasons; one, because we fundamentally believe that if GenZs and millennials are two important cohorts for Max Life Insurance or life insurance in general, then to be able to leverage IPL in some shape and form is important."

IPL brings about this entire manifestation of real-life heroes, and Max Life is all about trying "to ensure that we celebrate these real life heroes or in traditional ways as we call them the breadwinners," he adds. 

"If you were to look at a last three year trend, we have always been floating around with IPL, with our strategic partnerships earlier with team Royal Challengers Bangalore, more recently with Mumbai Indians, and we have ensured that we are in a very smart way present in and around IPL to be able to ensure that we are looking at our brand mind measures moving up."

This is despite the fact that IPL as a property or as an engagement touchpoint would come in those parts of the year which are typically not that high on seasonality for this category, unlike a beverage category which would witness a peak season in the months of April and May. Life insurance tends to pick up beyond May, but despite that IPL can play an universal role. 

Max Life has also embraced the Diversity and Inclusion conversation by leveraging Women's Premier League by extending partnerships with the Mumbai Indians women’s team.    

CTV is a pivotal frontier for advertisers today: Max Life Insurance's CMO Rahul Talwar

During IPL 17, Sports Personalities claimed the larger portion of brand endorsements, representing 50 percent of ad volumes, with Actors from the film industry following closely behind at 36 percent Profession, as per TAM.

In the analysis of the initial 37 Matches, Amir Khan reigned supreme in IPL 16, whereas Shahrukh Khan ascended to the zenith in IPL 17

During IPL 17, two out of the top five categories that were endorsed by celebrities belonged to the F&B sector.

Among all professions, Sports Person led in brands’ endorsement with 50 percent share of ad volumes, followed by Film Actor with 36 percent share during IPL 17.

When compared to IPL 16, number of overall and sports Celebrities increased by 45% and 41% respectively during IPL 17.

Shahrukh Khan was on top with 12 percent share of ad volumes during first 37 Matches of IPL 17. Out of 37 Matches played in both IPL 16 and IPL 17, only one of top five celebrity was present in both seasons' overall celebrity list. Among the Top 5, Hardik Pandya was common Sports Celebrity on both IPL 17 and IPL 16.

Top 5 categories including Ecom-Gaming, Pan Masala, Aerated Soft Drink, Face Wash and Paints, and advertisers such as Sporta Technologies, Vishnu Packaging
K P Pan Foods, Playgames 24*7 and  Coca Cola India accounted more than 75 percent and 65 percent ad volumes share of Celebrity endorsed ads in IPL 17.

23 percent degrowth in ad volumes of celebrity ads in IPL 2024: Report

What is common between Shah Rukh Khan, Ajay Devgan, Sunil Gavaskar, and Virender Sehwag? While some are team owners or cricket legends, their other connection to the league lies in being brand ambassadors for Pan Masala companies. Pan Masala is one of the top five categories in the ad volumes’ list on IPL(Indian Premier League) this year. The category has also reportedly shelled out a whopping Rs 350 crore for IPL 2024 ad placements.



According to media buying experts, Rs 250 crore out of this ad budget has been spent on television advertising alone.



As per latest numbers released by TAM, Pan Masala brands accounted for 10 percent of total ad volume in the first 39 matches of IPL 2024, played between March 22nd and April 23rd. In fact, it is one of the only two categories common between IPL 2023 and IPL 2024. 



Why does IPL work for Pan Masala brands?



Like any other brand, Pan Masala brands also have their eyes on the massive reach of IPL on television and digital.


According to Vaibhav Choudhari, Vice President, West, Carat India, despite the seemingly irrelevant connection, Pan Masala brands see IPL as a strategic investment for reaching their target audience. 



“The high cost is justified by the massive reach, particularly among male audiences and in smaller towns where their consumption is higher. By constantly being in viewers' faces with celebrity endorsements during this near-religious sporting event, they aim to build top of mind brand awareness and capture new customers in a category known for user loyalty (addiction),” he said.



“This strategy mirrors past battles for market share in deodorant, telecom and e-commerce categories where brands fought for top-of-mind space to influence buying decisions,” he added. 



Brands in the category also topped the leading advertiser list in terms of ad volume. Vishnu Packaging (Vimal Elaichi Pan Masala) and  K P Pan Foods (Kamla Pasand Silver Coated Elaichi) are among the top five advertisers this season. Both brands were top advertisers in last year’s season as well. 



“A 'powered by’ partner in the category ends up spending anywhere between Rs150 crore- Rs 200 crore on IPL while any other advertiser from the same category pays approximately 15 percent less for inventory and ends up spending around Rs100 crore during IPL,” explained a media planner who did not wish to be named.



According to this planner who works closely with brands in the category, these companies spend close to 60 percent of their annual ad budget on IPL.



While Pan Masala brands appear to dominate IPL ad breaks, the planner clarifies that these are actually ‘mouth freshener’ brands. 



This tactic is a classic example of surrogate advertising, where companies promoting restricted products like Pan Masala advertise alternative products like mouth fresheners to bypass regulations.




“Pan Masala brands spend heavily on IPL advertising, with estimated spending reaching hundreds of crores. Despite Pan Masala's ban on advertising due to health concerns, they cleverly advertise under the guise of mouth fresheners or digestives. IPL offers massive viewership, reaching millions across demographics, providing unparalleled visibility. Moreover, it offers a platform for brand association with youth, glamour, and entertainment, transcending the product's traditional image,” said Yasin Hamidani, director at integrated marketing and branding agency Media Care Brand Solutions. 


IPL 2024: Pan Masala brands spend Rs350 cr, grab 10 percent advertising volume with ‘mouth freshener’ ads

IPL (Indian Premier League) 2024 on TV continues to grow with significant increase in ad volumes. Compared to IPL 2023, there was a 12 percent growth in ad volume per channel for the first 39 matches.



The advertiser pool also expanded, with over 60 categories and 70 plus advertisers participating coming on board in this period. The last season saw around 40 categories and 50 plus advertisers.



The top categories to advertise in this year’s IPL till date are ecom – gaming, which had around 16 percent share based on add volumes, followed by range of food products, pan masala, perfumes/deodorant and smartphones.



Ecom – gaming and pan masala were the only common categories present between last year and this year IPL.



Moving on advertises, the top advertiser in this period was Parle Products. The others in the top five category included Sporta Technologies (Dream11), Vishnu Packaging (Vimal Elachi Pan Masala), Playgames 24*7 (My11Circle) and K P Pan Foods (Kamla Pasand Silver Coated Elaichi). 


The top five exclusive brands on Hindi plus English language channels in this period were, Fogg Master , Dabur, Real Range, Amazon Prime Video, Dabur Red Bae Fresh Gel and Dabur Cool King Thanda Tel.

Disney Star surpasses 50 crore mark in audience reach for Tata IPL 2024

With 17 games left in the season, the broadcaster has already exceeded the full tournament reach of 7 seasons out 8 in the BARC era.

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