Billionaire Elon Musk took to Twitter, the micro-blogging platform he owns, to announce that he is changing the iconic Twitter bird logo. The Tesla CEO also shared the design of the new Twitter logo on its social media platform and named it ‘X’.

“And soon we shall bid adieu to the Twitter brand and, gradually, all the birds. If a good enough X logo is posted tonight, we’ll make go live worldwide tomorrow”, Elon Musk tweeted.

Musk posted an image of a flickering "X", and later in a Twitter Spaces audio chat replied "Yes" when asked if the Twitter logo will change, adding that "it should have been done a long time ago".

He later posted a tweet: "Deus X" 


<blockquote class="twitter-tweet"><p lang="en" dir="ltr">And soon we shall bid adieu to the twitter brand and, gradually, all the birds</p>&mdash; Elon Musk (@elonmusk) <a href="https://twitter.com/elonmusk/status/1682964919325724673?ref_src=twsrc%5Etfw">July 23, 2023</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>


<blockquote class="twitter-tweet"><p lang="zxx" dir="ltr"><a href="https://t.co/IwcbqMnQtA">pic.twitter.com/IwcbqMnQtA</a></p>&mdash; Elon Musk (@elonmusk) <a href="https://twitter.com/elonmusk/status/1682978324375543808?ref_src=twsrc%5Etfw">July 23, 2023</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>


<blockquote class="twitter-tweet"><p lang="pt" dir="ltr">Deus X</p>&mdash; Elon Musk (@elonmusk) <a href="https://twitter.com/elonmusk/status/1682986969549221888?ref_src=twsrc%5Etfw">July 23, 2023</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>


Under Musk's tumultuous tenure since he bought Twitter in October 2022, the company has changed its business name to X Corp, reflecting the billionaire's vision to create a "super app" like China's WeChat.


Twitter's website says its logo, depicting a blue bird, is "our most recognizable asset". "That's why we're so protective of it," it added.

Musk said in a Twitter Space that the Twitter logo will be changed tomorrow. "It should have been done a long time ago. Sorry it took so long; We're cutting off the Twitter logo off the building with blow torches. It's gotta come off somehow."



Elon Musk kills the blue bird; So what's the new Twitter logo?

Twitter-owner Elon Musk says Twitter to change its logo, adieu to 'all the birds' he tweets.

Leadership changes at ZEEL: CRO Atul Das steps down, Anil Malhotra to succeed

Tata Digital undergoes organisational restructuring

WinZO to export impact-driven and Indian culture-based gaming tech

Disney announces Q2 results: Streaming hits profit milestone

Sharan Hegde first South Asian finance creator to make red carpet appearance at Cannes

Gupshup appointments Salim Ali as chief marketing officer

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

BJP's digital ad spending soars to nearly Rs.17 crore in last 7 days amid election season

Pidilite records Rs 11,118 crore as net sales for the year

Amazon Prime Video confirms Aparna Purohit's exit

600 million Indian consumers embrace the open internet: Trade Desk

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

JSW Paints, India’s leading environment-friendly paints company and part of the US$23 billion JSW Group has launched a new brand campaign for its iBlok Waterstop product range. In the new “Khoobsurat Soch” campaign, Bollywood actor Ayushmann Khurrana urges every Indian consumer to add new depth to Thinking Beautiful in order to protect their home beyond the surface coating of the walls, highlighted the company. The new campaign will be launched across various television channels as well as digital and social platforms.


Conceptualized by TBWA/India, the film features brand ambassador Khurrana as he navigates conversations and has a solution to block leakage from affecting the ceiling he created in his new home.


According to AS Sundaresan, Joint MD & CEO of JSW Paints, “We urge our consumers to ‘Think Beautiful’ and when they do we are always there. The insight behind the campaign is that when a customer has a ‘Khoosurat Soch’ to have a beautiful ceiling - often affected by leakage, JSW Paints iBlok range is there to ensure it is surely protected. This lets them do more at home and keep it beautiful.”


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Govind Pandey, CEO, TBWA\India said, "You think beautiful not just when you create something beautiful but also when you protect beautiful creations!"


Russell Barrett, CCExpO, TBWA\India said, "JSW Paints has stood for disrupting the category through thoughtful innovations for years now. With this film, the brand asked the provocative question - wouldn’t it be nice if more irritants in life could be blocked just as easily as iBlok waterproofing range blocks and protect our homes from the elements? The film dramatizes that perfect world with a humorous reminder that iBlok waterproofing range of paints protects our homes from the irritants on the outside, unfortunately not for those found on the inside."


<strong>Read More:</strong> <a href="https://www.storyboard18.com/advertising/amazon-prime-video-embraces-lauki-ahead-of-panchayats-new-season-30942.htm">Amazon Prime Video embraces ‘Lauki’ ahead of Panchayat’s new season</a> 


JSW Paints’ rolls out 'Khoobsurat Soch' campaign featuring Ayushmann Khurrana for its waterproofing range iBlok

As per reports, Meta’s social media platforms including Facebook, Instagram and Messenger have been displaying explicit ads that are promoting ‘AI girlfriends’, which is in violation of the company’s advertising policies.

The ads have caused debate because of their sexually suggestive content and its possible exposure in work places.

Wired conducted a survey which revealed over 29000 instances of ads related to AI girlfriends across Meta’s platforms. The ads feature chatbots who engage in sexually suggestive conversation, often accompanied with AI-generated images of women.

Many ads contain the NSFW (not safe for work) warning but a large proportion of them are devoid of it, which raises concerns.

As per Meta’s advertising policies, adult content including nudity, sexually suggestive and explicit activities are strictly prohibited. As per reports, over half of the ads found were in violation of these policies.

Meta has been actively working towards removing these ads. The company in a statement said that it constantly enhances its systems to help detect and remove such ads which violate its policies. 

Meta to take action against 'AI girlfriend' ads that violate its ad policy

Thomas Cook (India) Limited, an omnichannel travel services provider has launched its Ghar Jao Vote Karo campaign. The Company’s strategy is two pronged: encourage citizens to vote and reward them for their efforts with a holiday discount & a free travel bag once they vote.

Election Commission data revealed that of the eligible population, 67.11 percent cast their vote in the 2019 general elections. A challenge impacting the turnout was the migrating Indian population, moving from Tier II and III cities into urban towns/metros. Thomas Cook India recognising the importance of every vote, has hence conceptualised its campaign to create awareness while gratifying the voter with incentives, stated the company. 


Thomas Cook India’s <em>Ghar Jao Vote Karo</em> campaign will extend till June 1, 2024, to encourage Indians to exercise their right to vote by flying back to their respective hometowns - where they have been registered as voters. 


As part of the campaign, the pre-election offer includes a discount of Rs. 1,000 off on return air tickets (per adult) on providing proof via any official document such as their Voter ID/ Aadhaar Card, etc. The last date of flight departure is June 1, 2024, synchronised with the last date of polling.

 
Several voting dates this year coincide with India’s summer vacation season. Hence, in its initiative to recognise and reward active participation in the electoral process, Thomas Cook India will offer a special post-voting holiday discount- for its domestic and international group tours (Rs. 3000 off on its Domestic Group Tours or Rs. 5000 off on its International Group Tours, per family). The process is simple: customers merely need to display their inked finger at any of Thomas Cook’s extensive retail outlets pan India and avail the offer. The exclusive post-voting holiday discount is valid up to July 31, 2024.

 
With many election dates falling on Mondays, Thomas Cook’s data reveals that with travel high on their consideration, Indians are likely to extend their weekends into ‘smart weekend holidays’ thus accelerating the emerging trend of ‘Election Tourism', added the company.


Abraham Alapatt, president and group head - marketing, service quality, value added services and innovation said, “With our Ghar Jao Vote Karo campaign, we want to inspire Indians to vote – especially if they need to travel to their hometowns to exercise their franchise. Our intent is two-fold - motivate Indians pre-voting to make the effort and to thank them post-voting, with a special holiday offer of a discount and a travel bag. The campaign message of Ghar Jao Vote Karo - also makes for engaging social sharing - that we believe, will not just encourage voters but also serve to amplify this important message to others as well.” 


<strong>Read More:</strong> <a href="https://www.storyboard18.com/how-it-works/thomas-cook-india-foresees-continued-growth-in-leisure-travel-despite-elevated-costs-28239.htm">Thomas Cook India foresees continued growth in leisure travel despite elevated costs</a>

Thomas Cook India aims to motivate voters with its ‘Ghar Jao Vote Karo’ campaign

Much is being said about Gen Zers and the challenge that youth brands face in reaching out to these groups of original digital natives. The best way to analyse any tough challenge is to decode the issues and get down to the basics. The same approach could help with Gen Z youth.

Gen Z denotes those born between 1995 and 2010. Since this represents the first generation that was at ease in zooming into the Internet, the ‘Z’ refers to ‘zoomer’. Understandably, Gen Zers are tech-savvy, progressive, globally-connected, individualistic and radically inclusive, to mention just a few of their characteristics. That is why brand marketers are usually advised to create alluring social media content in attracting Gen Z consumers. Yet, this is easier said than done. Let’s understand why.

<strong>Fluid, Fiercely Independent and More</strong>

To begin with, Gen Zers are a difficult-to-define generation. It’s the fluidity and fierce independence that has made Gen Zers so challenging to get through for brands. Research insights from Horizon Media reveal another aspect that makes them a tough nut to crack for marketers – their preference for going niche. Accordingly, brands are advised to follow the niche route and avoid the norm when it comes to courting and connecting with the seemingly contradictory nature of Gen Zers. Protracted periods of social isolation, especially during the pandemic, have created an influential generation that hankers for niche pursuits and like-minded cohorts.
 
<strong>Mass Niche and Other Key Insights</strong>

Two key findings from this research tell a tale in themselves. First, to find new content connected to their novel passions, 89 percent of Gen Zers bank on social media. Second, 65 percent view themselves as really big fans of something. 

More significantly, compared to older generations, the youth is 30% more inclined to believe that enjoying many ‘small interests’ is a better option than restricting themselves to in-depth subjects that are fewer. In a nutshell, this generation is spearheading the era of mass niche.

Additionally, along this transformative journey, they are creating and redefining their individuality across several subcultures each day. As a result, Gen Zers are no longer passive observers within their groups but have turned into active participants within these communities who are co-creating stories while forming strong bonds across varied subcultures. Gen Zers don’t feel the pressure of conforming to their peers and believe strongly in standing apart. 
 
<strong>The Significance of Subcultures</strong>

Again, it is imperative to decode the meaning of subcultures. In essence, it signifies groups of people who distance or differentiate themselves from the values and norms of mainstream society. In the case of Gen Z, this is determined by the search for community-oriented experiences that encourage them to connect via their interests and passion.

It is these trends, beliefs and insights of Gen Zers that brands must comprehend and connect with to get their messaging across. Social media platforms such as TikTok, YouTube Shorts and Instagram Reels have triggered big-time shifts in how these groups consume and search, boosting the potency of such subcultures. Given this backdrop, brands should appreciate the role of social media in driving Gen Z culture and consumption. Irrespective of the channel, brands need to embrace a social-first approach to connect with the target audiences they influence.

Some of the subcultures cover categories such as Entertainment, Retail, Sports, Music, Gaming and Identity, among others. Consider the Comfort Creators. The self-care enthusiasts grant permission to unwind in the current hustle culture without entirely disconnecting. The Copyconomists crowdsource cost-smart workarounds that make sure they top the latest trends without busting the bank. As for the Country Revivers, they embrace the light-hearted folk sensibility of country music, remixing for a more diverse, broader audience. Then there are the TALE-gaters, who craft narratives in the world of sports that stretch beyond scoreboards and invite wider audiences to enjoy and engage in sports fandom.

<strong>A Flashback to Further Understand Gen Zers</strong>

In doing a recap, it’s no surprise that the Internet usage of Gen Zers zoomed during the pandemic when the best way to pass time was to download videos and create a few themselves. Some of the most influential trends went viral during this period, forever transforming Gen Z culture.

The soaring Internet consumption meant Gen Zers dived deeper into this online realm and began discovering what interested them the most. A sizeable section of this youthful generation realised they could really be themselves online. It is this feeling of freedom that propelled Gen Z subcultures.
However, some brands may still be wondering why they should focus on Gen Z subcultures. That is necessary since subcultures have emerged as the new demographics for this young generation. If marketers want productive outcomes for their brand campaigns, the way forward lies in targeting relevant community groups that spur higher engagement rates. This is primarily because these audiences are eagerly waiting to consume content that resonates with their niche values.  

For brands seeking to engage with Gen Z subcultures, it is crucial to choose a clear cultural line, not spread the net far and wide for everything. Instead, marketers must choose what best represents their brand while paying attention to the youth in these communities and subcultures. That is the only way brand stories will resonate with these youth who have a mind of their own and prefer to stay away from the social herd.
Ultimately, it is only by connecting with subcultures that brands can win the chance to build authentic connections with Gen Zers. This is the best way to create winning propositions for both brands and Gen Zers.


<strong>The article is written by Rahul Arora, National Sales Head, Rusk Media. Views expressed are personal.</strong>

Gen Z subcultures: What does it mean for youth brands?

Alphabet paid $20 billion to Apple in 2022 to maintain its status as the default search engine on Safari, Apple’s web browser. As per a report by Bloomberg, the amount Google paid in 2021 was around $15 billion.

The numbers were disclosed through documents which are a part of the US Department of Justice’s antitrust lawsuit against Google. One of the main premise of the antitrust case is how Google’s deal with Apple has monopolised online search business.

The amount paid by Google to Apple has increased in the last couple of years. It was $15 billion in 2021 and the recent increase shows the growing importance of maintaining a default position in a world where search engines drive significant advertising revenue — especially for Google, as per rpeorts.

Apple does give users a choice to change the search engine on all of its devices. There are options like Bing, DuckDuckGo available to users. However, by default, Google Search is set as the primary search engine in Safari on iPhones, iPads and Macs. Google does get a readymade vast customer base as Apple has billions of activated devices.

The deal also highlights the competitive landscape of the tech industry, where companies like Microsoft have attempted to negotiate similar agreements with Apple, albeit unsuccessfully. In fact, it was reported that Microsoft wanted to sell Bing to Apple. The DOJ has argued that the deal stifles competition and give an unfair advantage to already dominant players in the market.




Alphabet paid $20 billion to Apple to maintain its status as the default search engine

Shashi Sinha is a true Media Maven of India’s advertising industry and one of the key figures shaping its future, not only in terms of cultivating next-gen talent but also helping define the rules by which media companies play. Sinha is the CEO of leading media investments group IPG Mediabrands which has firms like Lodestar, Initiative and BPN, driving media planning and buying for the country’s biggest advertisers. He is also the current chairman of industry body BARC which is the Broadcast Audience Research Council. In a special candid chat with Storyboard18's editor Delshad Irani, Sinha revealed his succession plan for the first time as he shared his outlook on cultivating and fostering talent. He also shared his take on the sweeping changes disrupting advertising and the media landscape. 

Edited excerpts. 

<strong>The advertising industry is witnessing a talent bleed. What is your approach to cultivating and fostering talent?</strong> 

There are two parts to talent - quality talent and culture, and they are intertwined. Quality talent is how you compensate and the truth of the matter is that compensation in agencies is under pressure right now. We're competing with ourselves and we're undercutting each other. As a result you're not able to get the right talent and pay them well and retain them. The industry association led by PK (Prasanth Kumar of GroupM) has realised that and we are moving towards asking for what is rightfully ours from clients, and clients will also give, if you explain to them this is what it takes to have quality talent. But that's a long haul. 

<blockquote class="twitter-tweet" data-media-max-width="560"><p lang="en" dir="ltr">In a special episode of Media Dialogues With <a href="https://twitter.com/BrandStoryboard?ref_src=twsrc%5Etfw">@BrandStoryboard</a>, <a href="https://twitter.com/delshad_irani?ref_src=twsrc%5Etfw">@delshad_irani</a> speaks to a true Media Maven Shashi Sinha, CEO of <a href="https://twitter.com/IPG_Mediabrands?ref_src=twsrc%5Etfw">@IPG_Mediabrands</a> &amp; the current chairman of industry body BARC. <br><br>Sinha shares his outlook while giving his take on the sweeping changes disrupting AdEx… <a href="https://t.co/WxFKjsSEj4">pic.twitter.com/WxFKjsSEj4</a></p>&mdash; CNBC-TV18 (@CNBCTV18News) <a href="https://twitter.com/CNBCTV18News/status/1785655206476128531?ref_src=twsrc%5Etfw">May 1, 2024</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

<strong>What are some of the steps?</strong> 

We undercut ourselves. We say, "Listen, I will give it to you cheaper." How do you get cheaper?... So, we are saying that there has to be some table stakes and you don't go below table stakes. We're working on it. But the other important part is culture. 

We have leaders who have been with us for years. The culture fosters it. Given half a chance I will promote a person from inside rather than get someone from outside. 

They play together, they work together, you're building teams, and that's true for the entire organisation. We were in a very large client review and we put up a slide saying in the last five years, 95% of the people on the account have been constant. So the team has gone up on that account from 40 to 80. But the old people are not gone, they're still there. That's a remarkable story to tell in this day and age.

Someone could have said 'but you're not getting fresh thinking'. I say the fresh thinking is there because there are new people coming on, but the leadership has been there, and that provides continuity. So there are two ways of looking at the data. 

Rightly or wrongly, as I said,  in my mind, I will always pick up an insider whether they are 80 or 70 percent ready rather than someone from outside. There are some clients who believe that and some who don't. Many clients like Amul see the value in such continuity. They've had changes from their side, we've had changes from our side, but they are all insiders and we're all insiders. To some clients (like startups) it doesn't matter. 

It's a large market. Those who believe in what I am staying will work with us.  

<strong>What do you think of succession planning? Have you thought about it?</strong> 

Without getting into names, I did speak to our global team and I said, it is for you to decide but this is the way I see it. We have charted out a future and I have said 'there has to be someone from within, you let me know and I am happy to handle the transition'. Hopefully, if all goes well, we will come back to you and talk about it. We have a plan. Whether the plan fructifies or not, depends on how the global environment is. 

<strong>Watch the full interview on Media Dialogues with Storyboard18 on CNBC-TV18.</strong> 

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<a href="https://www.storyboard18.com/interviews/barc-to-launch-new-meters-to-measure-premium-households-exclusive-29269.htm">Read more: BARC to launch new meters to measure premium households: EXCLUSIVE</a>

<a href="https://www.storyboard18.com/brand-makers/ipg-mediabrands-india-ceo-shashi-sinha-is-considered-a-pillar-of-the-ad-industry-heres-why-18238.htm">Read more: IPG Mediabrands India CEO Shashi Sinha is considered a pillar of the ad industry. Here’s why</a>

<a href="https://www.storyboard18.com/interviews/d2m-will-be-the-upi-moment-for-content-shashi-sinhas-snap-take-on-me-growth-and-disruptions-26473.htm">Read more: D2M will be the UPI moment for content: Shashi Sinha's snap take on M&E growth and disruptions</a>

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

Girish Mathrubootham, who led Freshworks, a cloud based software-as-a-service company as the chief executive officer, has been transitioned to the position of executive chairman.

Dennis Woodside, who is the president, at Freshworks, succeeds Mathrubootham as the CEO.

Mathrubootham highlighted, "After spending almost 14 years since founding Freshworks as a tiny startup in Chennai to scaling it to be a global SaaS player and the first Indian SaaS company to list on the Nasdaq, I’m excited to announce that I’m stepping into a new role as Executive Chairman of Freshworks. Dennis Woodside, our President, will be our new CEO. Congratulations to Dennis today on his new role as CEO and President of Freshworks."

He added, "Going forward I will be spending more time on product vision and AI strategy, and I look forward to spending additional time with our product teams in India and customers globally."

Woodside stated, "Today I’m honored to step into the role of CEO at Freshworks. What Girish has created is truly special and I’m excited to build on what he started 14 years ago. Thank you, Girish, for your partnership and friendship over the last 18 months. We stand before extraordinary opportunities and have the right foundation to make them possible - a winning combination of our focus on delighting customers and our product innovation."

Mathrubootham started his career at HCL Cisco ODC, and went on to work across eFORCE, AdventNet and Zoho Corporation.


Freshworks appoints its CEO Girish Mathrubootham as executive chairman

Wonderchef has partnered with Unicommerce to power its e-commerce operations. The partnership aims at streamlining Wonderchef’s e-commerce supply chain and enhancing the post-purchase experience for its end customers.

Wonderchef has deployed Unicommerce’s multichannel order management system to automate order processing across its brand website and online marketplaces. This will allow Wonderchef to enable seamless and faster order processing, with increased accuracy. The system will also enable Wonderchef to effectively manage its return orders, thereby reducing its operational costs.

With continuous addition of newer products, the brand has been witnessing higher demand for its products and the integration of Unicommerce’s technology will enhance its post-purchase operations, leading to increased customer satisfaction.

Focusing on enhancing its distribution strategy, Wonderchef has embedded Unicommerce into its technology stack for smoother order processing. Talking about its strategy moving forward, Ravi Saxena, Founder & CEO of Wonderchef said, “We have a clear vision with technology leading our way in our distribution channels. With the help of Unicommerce’s reliable platform, we are confident of being ahead of the competition as our innovative products are already seeing good traction in Indian as well as overseas markets. Our e-commerce supply chain has been strengthened, which will ultimately lead to improved customer loyalty as moving forward.”

Speaking about the partnership, Kapil Makhija, MD & CEO of Unicommerce said, “The e-commerce market in India is witnessing growth across the kitchenware segment and with this partnership, Unicommerce is committed to enhancing the post-purchase experience for Wonderchef’s customers. With their innovative products and a strong distribution strategy, Unicommerce’s platform will work as a catalyst in driving their e-commerce operations.”

Unicommerce is India’s largest e-commerce enablement SaaS platform in the transaction processing layer, in terms of revenue for the financial year concluded March 2022. The company’s suite of SaaS solutions enables end-to-end management of e-commerce operations for brands, retailers, marketplaces and logistics service providers. The company has a consistently growing Annual Recurring Revenue (ARR) and Revenue. As of quarter ending September 2023, Unicommerce has achieved a 750 million+ Annual Transaction run-rate, serving over 3500 customers, managing 8000+ warehouses, and processing orders from 1900+ stores through its platform.

 

Wonderchef partners with Unicommerce to power its e-commerce operations

Maruti Suzuki India Limited, the country’s leading carmaker, announces the commencement of pre-bookings for the highly anticipated
4th generation Epic New Swift for Rs 11,000/-. In this All new generation, the Epic New Swift builds on its signature sporty design while enhancing its dynamism and fun-to-drive quotient, the company said in a statement. 

Maruti Suzuki’s Swift has been India’s No. 1 premium hatchback with over 29 lakh owners since its launch. Maruti said, "With a cult fan following, this sporty premium hatchback has constantly redefined the segment benchmark for sporty and dynamic driving performance. Now, the Epic New Swift is poised to build on this rich legacy in a truly Epic manner!" 

<a href="https://www.storyboard18.com/brand-marketing/maruti-suzuki-revs-up-for-growth-new-marketing-chief-partho-banerjee-hints-at-soaring-ad-spends-28963.htm">Read more: Maruti Suzuki revs up for growth: New marketing chief Partho Banerjee hints at soaring ad spends</a>

Partho Banerjee, Senior Executive Officer, Marketing & Sales, Maruti Suzuki India Limited, said, “The Swift has been an iconic brand for Maruti Suzuki, one that has evolved with changing times to redefine customer expectations. Its 29 lakh strong customer base and numerous awards and accolades are a testament to how the iconic Swift has gone from strength to strength. The Epic New Swift stays true to its much loved sporty DNA, while balancing new-ageexpectations of environment friendliness with low emissions. As always, the next-generation Swift is all set to create new benchmarks in the premium hatchback segment and further the concept of the ‘Joy of Mobility’ in its own right.”

Read more: Maruti Suzuki goes beyond mileage focus; new marketing chief Partho Banerjee reveals the auto major's strategy
<a href="https://www.storyboard18.com/interviews/maruti-suzuki-ditches-mileage-focus-new-boss-reveals-marketing-for-one-strategy-and-soaring-ad-spends-28985.htm"></a>

Maruti Suzuki starts pre-bookings for new Swift; Marketing head Partho Banerjee says it's an "iconic brand"

With a library of over 8500+ hours of content transcending over 40 genres, discovery+ offers an extensive array of content, catering to a wide range of interests and preferences. From documentaries that delve into nature, science, history, and exploration into immersive reality shows that provide insights into various cultures and lifestyles, to original series that offer compelling storytelling right from the heart of India, discovery+ is a trove of of distinctive content. 

“Bringing discovery+ to Tata Play Binge represents a huge step forward in expanding our content offerings. The partners’ colossal lineup does not only showcase a myriad collection of genres but also promises entertainment in multiple local languages. This collaboration opens doors to an extensive range of riveting narratives, ensuring our viewers have access to the best of what Discovery+ has to offer, all in one place,” said Pallavi Puri, Tata Play’s Chief Commercial and Content Officer on another successful integration.

Adding to it, Ruchir Jain, Head of Distribution & Eurosport, South Asia, Warner Bros. Discovery, said, “We are thrilled to announce our collaboration with Tata Play Binge. This partnership will enable their subscribers in India to seamlessly access discovery+ content. With our extensive library of exclusive documentaries, captivating series, and engaging originals, including acclaimed titles such as 'Secrets of the Buddha Relics', 'History Hunter', and 'Star Vs Food: Survival', we are dedicated to delivering unparalleled entertainment experiences to Indian households. Now, Tata Play Binge customers can enjoy discovery+ content on all their favorite devices.”

The platform boasts of some popular titles like 90 Day Fiance, Man VS Wild, and Top Gear, #IndiaMyWay, Blue Planet, Secrets of the Koh-i-noor, India’s Ultimate Warrior and many more.

discovery+ will join other popular OTT platforms on Tata Play Binge like Apple TV+, Disney+ Hotstar, ZEE5, Lionsgate Play, FanCode, Sun Nxt, Aha, Fuse+, Hallmark Movies Now, PTC Play, Animax, VROTT, STAGE, ReelDrama, Chaupal, Namma Flix, Planet Marathi, manoramaMAX, iStream, Tarang Plus, Hungama Play, ShemarooMe, Curiosity Stream, EPIC ON, Travelxp, DocuBay, ShortsTV, Playflix, KliKK, Distro TV, MX Player along with Gaming. Content from all these platforms is available to the viewers of Tata Play Binge through a single subscription and a single user interface. Additionally, Netflix can be availed as a combo pack with DTH channels for all Tata Play DTH subscriber whereas Amazon Prime Video content can be accessed as an add-on by all Tata Play Binge subscribers, who also have the DTH connection. Viewers can enjoy all 30+ apps on smartphones, large screen connected devices through LG, Samsung and Android smart TV’s, Desktop, Laptop, Tablets, Tata Play edition of the Amazon FireTV Stick and www.TataplayBinge.com.



Tata Play Binge expands its entertainment gateway with discovery+

Omnicom announced the expansion of its Global Solutions Centers of Excellence with the opening of three new campus locations in Bengaluru, Chennai, and Gurugram. A fourth location will be opened in Hyderabad in October. 

This investment reaffirms Omnicom’s commitment to expanding its presence in India’s fast-growing economy, tapping into its diverse talent, and continuing to drive innovation and enhance client services across the company. 

Designed to accommodate Omnicom’s expanding footprint and global client solutions capabilities, these centers of excellence will house a diverse talent pool of over 5,500 colleagues. The newly built, state-of-the-art offices will provide best-in-class collaborative environments for Omnicom’s talent in India, stated the company. 

Through their expertise in media, data and analytics, creative, digital commerce, marketing technology, and AI, Omnicom’s Global Solutions Centers will support Omnicom's agencies around the world, driving more value and efficiencies for our clients. 

“India is a country of creativity and technology with diverse, dynamic and talented people,” said John Wren, Chairman and CEO, Omnicom. “Our India operations are helping us transform from within, improving our client offerings and providing operating efficiencies. We are rapidly scaling and will continue to increase the number of colleagues in Omnicom’s Global Solutions Centers over the next few years, making them a key component of Omnicom’s growth.” 


<strong>Read More:</strong> <a href="https://www.storyboard18.com/brand-makers/creative-agency-tbwa-wins-creative-mandate-of-air-india-express-22396.htm">Omnicom wins creative mandate of Air India Express</a>

Omnicom announces major expansion in India with four state-of-the-art centers of excellence

XYXX, a men's lifestyle brand in India, has launched a new campaign titled "Ultimate Undie-pendence," featuring KL Rahul, the brand's ambassador and investor. This campaign highlights an important issue faced by many men regarding discomfort with traditional cotton underwear.

Developed by Talented and produced by First December Films, the campaign showcases men who struggle with everyday tasks due to the discomfort caused by their underwear. KL Rahul intervenes by advocating for XYXX underwear, promoting liberation from discomfort.

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The campaign underscores the significance of comfortable underwear in daily life, presenting XYXX as a superior alternative. The objective is to encourage men to explore modern, superior underwear options over conventional cotton.

Beyond the film, the campaign includes innovative outdoor advertisements and on-ground activations to engage with consumers effectively.


XYXX launches new campaign featuring brand ambassador and investor KL Rahul

Spykar has announced the launch of its integrated campaign, dedicated to inspiring and mobilizing the nation's youth to participate in the upcoming general elections actively.

The Spykar voting campaign coincides with the upcoming election schedule in the target states. Commencing with Gujarat on May 7th, followed by Maharashtra (excluding Pune) on the same date May 7th, the campaign extends its reach to Pune on May 13th, culminating with Mumbai and Uttar Pradesh on May 20th. 

This campaign targets young voters aged 18-30 across targeted states, who are passionate about making a difference through their vote.

A brand film leads the campaign, and aims to ignite a sense of responsibility and enthusiasm among young and first-time voters, urging them to exercise their democratic rights. The film portrays the pivotal moment when two young girls, enamored by a boy at a café, choose to overlook him upon discovering his failure to vote. 

Through this campaign, Spykar aims to create a brand experience by offering rewards to those who visit Spykar stores and flash their inked fingers. Spykar is also urging voters to share their inked finger selfies on Instagram and other social media platforms for rewards from the brand.

Sanjay Vakharia, Co-Founder and CEO, of Spykar, commented, “Today’s youth is different from that of the yesteryears. Apart from being rebellious, fun-loving, and carefree, they are conscious and take their social responsibilities very seriously.” He further added, “We wanted to bring these virtues to the forefront. Choosing who should lead us to a better tomorrow is our right and to vote is our obligation towards protecting the future of our country; nothing less will do - that’s the mindset of the young and restless of our generation which this film intends to resonate with.”
Brandmovers India is the creative agency behind the latest Spykar election campaign. The integrated marketing campaign will be released across channels such as social, digital, retail POS, outdoor, digital outdoor, and print, for audiences across the country.

Suvajyoti Ghosh, MD & Chief Creative Officer, Brandmovers India, said: “When the team at Spykar approached us with a brief to create conversations around the Indian general elections and assert its relevance among its young, restless and opinionated audience, we took the opportunity to make a meaningful impact on the contemporary youth by urging them to vote instead of just having or sharing opinions on social media.”


Spykar's new campaign inspires young India to make their votes count

WinZO has unveiled the second season of its flagship initiative, the Bharat Tech Triumph Program (BTTP). 

This program, dedicated to exporting Made in India technology, champions homegrown startups by providing vital growth resources such as global exposure, cross-country networks, mentorship, and access to Foreign Direct Investment (FDI). 

Following the success of its inaugural edition, BTTP Season 2 is set to elevate India's interactive entertainment industry onto the global stage.

BTTP Season 2 invites game developers, studios, and startups, with a special emphasis on impact-driven gaming companies in domains such as Climate Change, Health & Wellness, Education & Training, and Indian culture-driven content. The previous edition attracted over 200 Indian game development studios, with 10 selected to represent India at the prestigious Game Developer Conference in San Francisco. These winning games, inspired by Indian epics and cultural heritage, garnered international acclaim and explored export opportunities in foreign markets.

By providing a global platform, WinZO aims to empower Indian developers, foster bilateral business relations, and promote collaboration and innovation on an international scale. This initiative celebrates the rich talent within the gaming community, reflecting WinZO's core values of innovation and inclusivity on a global scale.

"Cultivating a robust ecosystem of local cultural games and impact-driven games is paramount for India's growth trajectory. Not only do these companies play a crucial role in addressing pressing societal challenges, but they also harness the power of gaming to educate, inspire, and drive positive change. WinZO's Bharat Tech Triumph Program stands at the forefront of this endeavor, providing a platform for impact-driven games to flourish and find new markets across the world," said Paavan Nanda, Co-founder of WinZO.

The winners of BTTP Season 2 will have a fully sponsored opportunity to showcase their innovative games and gaming technology at Gamescom LATAM (Brazil) within the prestigious India Pavilion. Scheduled from June 26 to 30, 2024, in São Paulo, Brazil, Gamescom LATAM provides an ideal platform for industry leaders to unveil special announcements, launch projects, and showcase cutting-edge trends.

Eligibility for the BTTP contest extends to developers, studios, and startups creating mobile games, gaming-related technology, or supporting products. Companies at any stage of development, web 2.0 and web 3.0 (blockchain) companies building innovative products for the gaming industry, and Indian-registered companies are also eligible to participate.

The judging criteria, overseen by industry veterans including Suresh K Reddy, Ambassador of India to Brazil, and Rohit Kumar Singh, Former Secretary to the Government of India, will focus on the product, pitch, team, and diversity across game genres, technologies, and target audiences.

"Bharat Tech Triumph program is a groundbreaking initiative propelling Indian game developers onto the global stage. This program not only showcases India's exceptional talent in the global arena but also fosters invaluable connections with counterparts in Brazil. LATAM is a large digital superpower, and I believe the opportunities are rich for our companies, especially in the field of the gaming industry. With India's government support for the AVGC XR ecosystem, the opportunities for our companies are boundless. I eagerly anticipate meeting the winners in Brazil," said Reddy.

"BTTP" Prize Package includes a free kiosk in the India Pavilion at Gamescom Latam, a free Gamescom exhibitor pass (3-Day), investment potential from ZO Fund, a certificate of achievement, complimentary IEIC membership, and free airfare for one.

Submissions for the BTTP contest close on May 14, 2024.

Prime Minister Modi's recent call to gamers to develop games on diverse subjects, including 'Swachh Bharat,' underscores the significance of initiatives like BTTP in driving positive change through gaming.


Chandrika, an Ayurvedic soap brand with over 80 years of heritage, and a part of Wipro Consumer Care and Lighting, unveils its latest communication campaign, inviting consumers to ‘Own the confidence to glow like you.’ This campaign marks a bold step forward for the brand as it celebrates the notion of authenticity unveiling natural glow from within through confidence. 


The brand’s latest TVC showcases the journey to self-confidence via its brand ambassador Keerthy Suresh. Through the TVC, viewers witness Suresh embracing her true self. Chandrika helps her unlock her confidence by enhancing her inner glow. The video encourages audiences to find their own glow by projecting the true spirit of Chandrika into their lives.


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S Prasanna Rai, chief marketing officer (CMO), Wipro Consumer Care & Lighting commenting on this new direction stated “Chandrika with its long-standing legacy has been synonymous with purity and authenticity. Our soaps help embracing inner radiance and thus enables everyone to exude confidence. As Chandrika evolves, we're excited to introduce our empowering new message: 'Own the Confidence to Glow like You.' This strategic shift reflects our dedication to inspiring self-assurance and celebrating individuality among young women.”



<strong>Read More:</strong> <a href="https://www.storyboard18.com/quantum-brief/wipro-consumer-care-expands-into-packaged-foods-with-strategic-acquisitions-and-organic-growth-8794.htm">Wipro Consumer Care expands into packaged foods with strategic acquisitions and organic growth</a>


Wipro's Chandrika soap unveils ‘Own the confidence to glow like you’ campaign featuring brand ambassador Keerthy Suresh

Crisp, a leading marketing analytics firm, in collaboration with Kadence, a global market research agency, has conducted a comprehensive study focusing on brand recognition during the Indian Premier League (IPL). The study, aimed at understanding the dynamics of fan followings and brand perceptions across IPL teams, has unveiled insights into the preferences and behaviours of cricket enthusiasts. While fan loyalty transcends mere performance, fans are not immune to team performance fluctuations. 


While 50% of the audience does not have a favourite team, just 4 teams between them account for the favourites of as many as 86% of the rest. 


CSK: A Loyal Legion: While half the IPL audience doesn't declare a favorite team, a staggering 86% of those with a favorite team root for just 4 powerhouses: CSK, Royal Challengers Bangalore (RCB), Mumbai Indians (MI), and Kolkata Knight Riders (KKR). Among these, CSK emerges as the undisputed leader, commanding the hearts of a massive 32%, almost 1/3rd of those who have a favorite team! This statistic highlights their unwavering loyalty and positions them as the IPL's most beloved franchise.

Beyond Territory: While CSK undoubtedly boasts a staggering 86% following in Chennai, the most for any team in their home territory, their fan base transcends regional loyalty. CSK even commands a larger following than the home teams in Delhi and Lucknow.


Winning Isn't Everything: CSK's loyal following isn't solely driven by victories. This team, with the most IPL titles under its belt, followed by RCB, a team yet to lift the coveted trophy. Moreover, the data from eDART for Week 1 versus Week 5 highlights how fans respond to their team's performance over time. While CSK fans hold their team to a high standard, penalizing a modest win record, RCB fans exhibit more leniency, despite the team's lower standings. This data underscores the deep emotional connection fans have with their chosen team, illustrating that factors beyond on-field success influence fan allegiance. Even last year's champion, Gujarat Titans (GT), lags behind in terms of fan base compared to MI and CSK, despite playing in their home territory!


Fan Following vs. Brand Value: A Gap to Bridge?  The current method of valuing IPL teams seems to overlook a crucial factor: fan loyalty. For instance, CSK, with a fan base dwarfing even last year's champion Gujarat Titans (GT) by a factor of 30, is valued only 25% higher. This suggests a potential disconnect, with brands perhaps missing out on the immense potential of a passionate and dedicated fanbase.


Emerging Stars: While established teams come with a premium price tag, exciting opportunities are brewing! Sunrisers Hyderabad (SRH), Rajasthan Royals (RR), and Lucknow Super Giants (LSG) are showing promise with growing fan bases fueled by recent strong performances offering brands an opportunity to tap into burgeoning fan bases at relatively lower costs.

Chennai Super Kings tops IPL fan loyalty charts

Sharan Hegde, founder of the 1% Club, will be the first South Asian finance creator representing India to make a red carpet appearance at the Festival De Cannes.

Speaking on his red carpet debut as the first South Asian Finance Creator, Sharan Hegde says, "My goal has always been to demystify financial concepts and empower people to take control of their financial futures. This opportunity not only represents a personal milestone of supporting the Indian Film Industry on the world stage but also a step towards increased representation and diversity in the finance and creator spaces. It's a significant step towards recognizing the role that creators and influencers play in educating and inspiring people, especially when it comes to complex topics like personal finance. I look forward to representing India, the creator economy, and the finance influencer community on this prestigious stage."

Hegde leads a dynamic community and academy dedicated to empowering individuals to achieve financial independence and early retirement. With his guidance and resources, members gain invaluable insights, access to cutting-edge strategies, and the opportunity to network and collaborate with like-minded individuals driven by extraordinary aspirations. He is also the host of “The 1% Club Show” Podcast and has driven insightful discussions with big industrialists and entrepreneurs such as Nikhil Kamath and Robert Kiyosaki to name a few.


Disney+ Hotstar announced today that the upcoming ICC Men’s T20 World Cup 2024 will be available to stream ‘Free on Mobile’ for those using the Disney+ Hotstar app. 

Sajith Sivanandan - Head, Disney+ Hotstar India said, “By offering the ICC Men’s T20 World Cup 2024 for free on mobile, we aim to make the game of cricket more accessible, reach a wider audience across the country and ensure that none of the sporting action is missed. No sport works as a better catalyst than cricket in bringing people together. Last year’s Asia Cup and ICC Men’s Cricket World Cup, where we offered both tournaments for free on mobile, allowed us to serve newer audience segments helping us to significantly expand viewership.” 

During the ICC Men’s Cricket World Cup 2023, streamed free on mobile via the Disney+ Hotstar app, concurrency records were broken five times, with the highest record of 5.9 cr peak concurrency witnessed during the finals between Team India and Team Australia. For the ICC Men's Cricket World Cup 2023, Disney+ Hotstar in collaboration with the ICC, introduced MaxView, offering users the option to stream matches on the go in vertical mode. With the upcoming ICC Men’s T20 World Cup, the platform will once again have an array of features to elevate the cricket watching experience. 

The first match will take place between USA and Canada on June 2, 2024 at 6:00 AM IST. The ninth edition of the tournament will be hosted by West Indies and the USA, with the event featuring 20 teams competing across 55 games for the right to be crowned ICC Men’s T20 World Cup 2024 champions.


Disney+ Hotstar to offer ‘Free on Mobile’ viewing experience for the upcoming ICC Men’s T20 World Cup 2024

As per a notice issued by the Consumer Affairs Ministry, a meeting has been called on May 15 seeking the presence of e-commerce companies and organisations who are engaged in publishing online reviews for consultation in order to check fake reviews.


According to media reports, the Ministry proposed an Online Consumer Reviews (Quality Control) Order requiring platforms to accept reviews only from verified purchasers and users.


As per QCO (Quality Control Order), organisations should not publish reviews that lack authenticity or have been purchased, or written by individuals hired by suppliers, or third parties etc.

 
QCO also prevents platforms from rewarding consumers based on content, editing reviews, and preventing the showcase of negative reviews. This extends to platforms not accepting reviews from individuals who haven't purchased or used the product or service.


<strong>Read More:</strong> <a href="https://www.storyboard18.com/brand-marketing/personalisation-in-e-commerce-goes-beyond-merely-addressing-customers-by-name-freshtohomes-jayesh-jose%e2%80%a8-30418.htm">Personalisation in e-commerce goes beyond merely addressing customers by name: FreshToHome’s Jayesh Jose</a>  



Consumer Affairs Ministry to meet e-commerce companies to discuss fake reviews

Meta has launched enhanced generative AI features for advertisers, such as full image and text generation to help businesses to grow. The goal is to help advertisers at every step of the journey, whether that’s improving ad performance by helping develop creative variations or automating certain parts of the ad creation process.

Generative AI: Image Generation

Now, for the first time businesses can create full image variations inspired by the original ad creative with text overlay capabilities, building on capabilities to generate new backgrounds around product images and expanding images to better fit multiple surfaces. For instance, a coffee bean business advertising a savoring cup of coffee will be able to use Meta’s generative AI to create other variations of backgrounds, including settings that embody a lush and idyllic farm, and also provide adjustments to the coffee cup to offer more creative options. This feature has already started to roll out, and in the coming months, businesses will also be able to provide text prompts to help better tailor the creative variations.

In addition, businesses will now have the ability to apply text overlay to images, with a dozen of the most popular font typeface options for brands to choose from. Lastly, image expansion, a feature that allows businesses to seamlessly adjust creative assets to fit different aspect ratios across multiple surfaces, is now available on Reels and Feed across both Instagram and Facebook, and can now work seamlessly with text overlays on ads.

Generative AI: Text Generation

Text generation feature creates variations for the ad headline in addition to the primary text. Meta is currently testing the ability for the generated text to reflect the brands’ voice and tone, by highlighting key selling points based on their previous campaigns and text input. These enhancements are driven by advertiser feedback for a more diverse set of text suggestions that better reflects their brand and key selling points. 

This feature will soon be built with Meta Llama 3, the next generation of Meta’s large language models, which will enable new capabilities and enhance ad performance.

Meta has begun rolling out these updated generative AI features and aims to make them available globally by the end of the year. 


Elon Musk kills the blue bird; So what's the new Twitter logo?

Twitter-owner Elon Musk says Twitter to change its logo, adieu to 'all the birds' he tweets.

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