As Apple's latest iPhone 15 Pro and Pro Max models go on sale in India, netizens flood X (Twitter) with kidney jokes and memes.




<blockquote class="twitter-tweet"><p lang="en" dir="ltr">When u go to buy iPhone 15 and select kidney as payment option <a href="https://twitter.com/hashtag/AppleEvent?src=hash&amp;ref_src=twsrc%5Etfw">#AppleEvent</a> <a href="https://t.co/mdfthP2mJi">pic.twitter.com/mdfthP2mJi</a></p>&mdash; meh° (@ImMehulOkk) <a href="https://twitter.com/ImMehulOkk/status/1701700122160267689?ref_src=twsrc%5Etfw">September 12, 2023</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>


<blockquote class="twitter-tweet"><p lang="en" dir="ltr">Now even kidneys will not be enough to afford this😨<a href="https://twitter.com/hashtag/Titanium?src=hash&amp;ref_src=twsrc%5Etfw">#Titanium</a> <a href="https://twitter.com/hashtag/iPhone?src=hash&amp;ref_src=twsrc%5Etfw">#iPhone</a> <a href="https://t.co/XSxL5hkKIO">pic.twitter.com/XSxL5hkKIO</a></p>&mdash; The DeshBhakt 🇮🇳 (@TheDeshBhakt) <a href="https://twitter.com/TheDeshBhakt/status/1701657690785870037?ref_src=twsrc%5Etfw">September 12, 2023</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>


<blockquote class="twitter-tweet"><p lang="en" dir="ltr">iPhone 15 madness is here! People be like: &#39;I&#39;ll trade my left kidney for that new iPhone!&#39; 😂📱 🙌💸 <a href="https://twitter.com/hashtag/iPhoneFever?src=hash&amp;ref_src=twsrc%5Etfw">#iPhoneFever</a> <a href="https://t.co/5AEBZAhTZb">pic.twitter.com/5AEBZAhTZb</a></p>&mdash; Gururaj Koteyar (@Gururaj2083) <a href="https://twitter.com/Gururaj2083/status/1705062403376115952?ref_src=twsrc%5Etfw">September 22, 2023</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

<blockquote class="twitter-tweet"><p lang="en" dir="ltr">It’s finally happened.<br><br>After 13 years of Android loyalty, I’ve sold my soul to Big iPhone.<br><br>Kind of, it was a gift.<br><br>Point is, I’ve locked down the MacBook + iPad + iPhone set and still have all my kidneys.<br><br>But it ends here, I’m absolutely not a wearables guy. <a href="https://t.co/O8GBO7Nxw0">pic.twitter.com/O8GBO7Nxw0</a></p>&mdash; Ashwin (@TheCopyTrail) <a href="https://twitter.com/TheCopyTrail/status/1704572885518663965?ref_src=twsrc%5Etfw">September 20, 2023</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

<blockquote class="twitter-tweet"><p lang="en" dir="ltr">Kuch nhi bas last kidney bech kr iPhone 15 lene aya hu. <a href="https://t.co/PeUKZu3x8p">pic.twitter.com/PeUKZu3x8p</a></p>&mdash; Ranjan Sharma (@Sharmajaoge) <a href="https://twitter.com/Sharmajaoge/status/1705051032840179939?ref_src=twsrc%5Etfw">September 22, 2023</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

<blockquote class="twitter-tweet"><p lang="en" dir="ltr"><a href="https://twitter.com/hashtag/iPhone15?src=hash&amp;ref_src=twsrc%5Etfw">#iPhone15</a><br>&quot;iPhone 15 Pro Max&quot;<br>Just two kidneys 😭😭😭.<a href="https://twitter.com/hashtag/iPhone15Truedtac5G?src=hash&amp;ref_src=twsrc%5Etfw">#iPhone15Truedtac5G</a> <a href="https://t.co/GlMu7VGCQV">pic.twitter.com/GlMu7VGCQV</a></p>&mdash; Mr.Naruto (@MrNarutoHokage) <a href="https://twitter.com/MrNarutoHokage/status/1705086668045488329?ref_src=twsrc%5Etfw">September 22, 2023</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>



Apple iPhone 15 launch: Kidney jokes and memes are back on the net

Netizens are using jokes and memes amidst the iPhone 15 launch in India.

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Virat Kohli is a name that resonates with cricket fans worldwide. From his audacious stroke play to his fiery on-field demeanor, Kohli has redefined the game with his sheer passion and commitment. However, Kohli’s is a story of controversy and confrontation, a narrative that has shaped his journey to greatness. Whether it's his heated exchanges with fellow cricketers or his outspoken nature off the field, controversies are no stranger to him. 

Clash with Gautam Gambhir: One of the most memorable incidents involving Virat Kohli occurred during the 2013 IPL match between Kolkata Knight Riders and Royal Challengers Bangalore. As the captain of RCB, Kohli engaged in a heated argument with Kolkata's skipper Gautam Gambhir, resulting in a tense standoff that was eventually diffused by umpires and players.

Middle Finger Incident: During his early days in international cricket, Kohli courted controversy during a tour to Australia when he was seen showing the middle finger to the Sydney crowd. Kohli later explained that his actions were in response to abusive language directed at his family, highlighting his fiercely protective nature off the field.


Outburst at Journalist: The 2015 Cricket World Cup saw Kohli embroiled in another controversy when he lashed out at a journalist whom he believed had written an unfavourable article about him and his then-girlfriend, now wife, Anushka Sharma. 

Umpiring Controversy: In a Test match against Australia in 2017, Kohli accused Australian captain Steve Smith of seeking illegal assistance from the dressing room for a review.


Sunil Gavaskar Controversy: During the 2020 IPL, Sunil Gavaskar made a comment about Kohli’s performance, suggesting that he only practiced batting during the lockdown with Anushka Sharma bowling to him. Sharma’s public response underscored the challenges of being a public figure in the age of social media scrutiny.


As Virat Kohli continues to etch his name in the annals of cricketing history, his journey serves as a reminder of the complexities of success. While controversies may have punctuated his career, they have also been a testament to his unwavering spirit and fierce determination. Kohli's story is not just about cricket; it's about resilience, passion, and the relentless pursuit of excellence. As he continues to push the boundaries of the game, Kohli remains a symbol of inspiration for aspiring cricketers and sports enthusiasts around the world. His legacy is not just in the runs he scores or the matches he wins, but in the indelible mark he leaves on the hearts of fans everywhere.


Virat Kohli: A brief history of controversies and confrontations

Microsoft owned LinkedIn was down for a brief period, impacting thousands of users on Wednesday after a brief outage.


According to outage tracking website Downdetector.com, there were 48,000 reports of outages related to LinkedIn in the US.


March 5 saw the global outage of social media platforms Facebook and Instagram. Following the outage, as per multiple reports, parent company Meta’s chief executive officer Mark Zuckerberg net worth declined by $ 2.79 billion, in a day, to hit $ 176 billion on the Bloomberg Billionaires Index.


However, he continued to maintain his position as the world’s fourth richest person.


The global outage of Meta-owned apps Facebook and Instagram sent users rushing to Twitter now known as X to check about the outage. The apps were not working for users across the globe who experienced problems with Meta's popular apps. #InstagramDown started trending.


Elon Musk, the owner of X (formerly known as Twitter) and Meta boss Mark Zuckerberg’s rival, shared a series of tweets about the outage stating, “we know why you’re all here now”.


<strong>Read More:</strong> <a href="https://www.storyboard18.com/digital/metas-facebook-instagram-down-for-thousands-of-users-worldwide-25534.htm">Elon Musk reacts to Instagram and Facebook outage</a> 

After Facebook and Instagram, LinkedIn sees brief outage

<em><strong>Note to readers: Our latest column Marketing Mocktail breaks down and explains the big ideas, new disruptions and old concepts and marketing practices that matter in the modern age.</strong></em>


The creative brief is one of the most integral parts of advertising.


Yet, of late, briefs have become griefs - sterile and unimaginative.


We keep indulging in the over optimism of giving a bland brief and hoping for exciting creative work in return. Garbage-in, garbage-out.


Putting together a good brief is a dying art which needs to be revived.


<strong>From logic to magic</strong>


A brief is the inflection point in creating advertising and communication.


It’s the point where logic (the strategy) starts turning into magic (the idea).


It’s where planning ends and creativity begins.


<strong>Re-energising the brief</strong>


Definition of the brief should read, ‘The most insightful, inspiring, and igniting point in the creation of advertising’.


<strong>Insightful -</strong> Packed with gems and nuggets that bring the strategy to life.


<strong>Inspiring -</strong> Makes the creative team go ‘Wow!’ and take ownership of the brief.


<strong>Igniting -</strong> Triggers the creative to buzz with ideas that they can’t wait to get cracking on.


In fact, a good brief is like ‘an ad for creative people’.


<strong>What makes a great brief</strong>


While most agencies have their own briefing formats, based on their conceptual frameworks and creative philosophies, the basics of a great brief remain the same.


Here are a few key ideas that can help re-energise creative briefs.


<strong>Keep it simple and sharp</strong>


Don’t try to impress with mumbo-jumbo or jargon. Make it simple.


Rather than saying, ‘Increase TOM (Top-of-mind awareness) and brand salience’, it’s much better to say, ‘Make the brand famous.’


Instead of ‘Enhance width and depth of consumption’, why not ‘Get more people to use more’.


Also, never overload - stay focused, sharp and crisp. A brief should not be more than a page or two (that’s why it is called a brief).


<strong>Pull out little nuggets</strong>


Don’t dwell on information, instead dive for gems that bring your strategy to life and tell a story. Embed your brief with evocative and powerful nuggets.


When Taj Mahal tea bags were being launched, the nugget in the brief was to position them as ‘The Walkman of Teas’ to encapsulate the mobility, convenience and modernity of the format.


When Dabur honey was being repositioned as a health food from a home remedy, the brief summed up the challenge as moving the brand from ‘the medicine chest to the dining table’.


<strong>Bring your target person to life</strong>


One of the biggest sacrileges in briefs is the vague and rather generic definition of the target audience. You really can’t get a handle of who you are talking to until you bring that person alive.


This is how a bland brief will define the target audience for Axe deo:

Young men aged 16-25, who are concerned about their appearance and how they attract the opposite sex. They buy deodorants to smell fresh and feel confident. Axe with its masculine fragrance is the perfect choice to be attractive to girls.


Here’s an inspiring definition of the Axe target person:
Imagine Benjamin… he thinks about women a lot. A lot, a lot. But he’s not dreaming of romance, he’s a dirty boy who can’t stop thinking about sex with extraordinarily welcoming women. Yet in the real world, women are a completely different country - it’s somewhere he’s never been, it may be a while before he gets to go there, and you’re guaranteed he won’t be able to speak the language when he does. 
Deep down he wishes he could just be himself around girls and that it wasn’t so complicated, that he didn’t have to try so hard. What he wants isn’t deodorant at all, but a secret babe-magnet.


Which one do you think created the ‘Axe Effect’?


<strong>Dramatise it</strong>


A brief is more than just a piece of paper. It’s a piece of theatre.


Once, a bunch of creative people were packed like sardines into a cramped car and were told they were being taken to the client’s office for a briefing. Midway, they were intercepted by the account supervisor, driving a Maruti van (a move that was engineered). 


They were immediately transferred into the more spacious confines of the van and as they sprawled themselves, someone exclaimed, “Guys, this is the brief - travel in space.” How’s that for a powerful demonstration?


Here’s what a leading creative director told me, “I once had an account executive give me a brief with a hole burnt into it. That got me curious. Then I noticed it was for a fiery hot pizza. Right there, she got me.”


It’s time we changed the way we look at briefs, because great advertising is born out of great briefs. It may be a good idea for the industry to introduce an annual award for the best briefs as an incentive to encourage and reward great briefs. 


Can we bring the glory back into briefs? Can we have more briefs than griefs?


Yes, we can!


<em><strong>Anand Narasimha is a corporate turned academician with over three decades of experience spanning Brand Marketing, Advertising, Consulting, and Teaching. He writes the column Marketing Mocktail for Storyboard18. Views expressed are personal.</strong></em>



Marketing Mocktail: Brief or Grief - the creative brief explained

Most brands divide their advertising budget between creative development and media buying in a ratio of 1:10. However, when recalling famous advertising campaigns, it's likely that people remember the creative teams behind the ads, rather than the media planners and buyers who ensure that the ads reach the right audience with the right frequency.

In the past, when advertising was limited to one or two mediums such as TV and print, media planning and buying were relatively straightforward. However, with media becoming increasingly segmented, this is no longer the case. The role of media in the success of any campaign has therefore increased significantly. Without proper alignment between the creative campaign and media plan, the chances of failure are high.

Traditionally, advertising campaigns were conceptualised by establishing business objectives, which were translated into marketing objectives, and then communication objectives. Based on these, a brief was created, and the creative agency would uncover consumer/category insights and develop a core campaign idea. This idea would be presented alongside the TV commercial script, which formed the centrepiece of the campaign. The campaign idea would also be extended to other media such as print, digital, and OOH.

Although media objectives and planning would also be carried out concurrently, they were often not considered inputs or constraints for the creative agency.

Now, there are three problems that happen with this approach:

1. This leads to some campaign ideas/scripts which are not native to the primary platform as per the media plan. Because of a digital native TG, you might have a media plan which is heavily skewed towards Youtube to build awareness. And the best way to build awareness on Youtube is by using the 15-second non-skippable ad. Now if your hero creative is a 30 sec one and impossible to tell a coherent story in the 15-second cut, the campaign will fail.

2. Sometimes you have a wonderful clutter-breaking script, but it is not going to be registered by consumers when they watch it only once/twice. You might have a budget constraint which will limit the input GRPs in your markets. That would mean that at best you can optimize your plan to maximize reach at a three-plus frequency instead of 5/6. Now if your hero creative is witty/difficult to understand easily, your campaign will fail because of lack of enough number of exposure.

3. You might have a media plan which is skewed towards a certain region, but the core insight/communication might not resonate with that region. For Example, 50 percent of your sales might come from the five Southern States, but your campaign idea/core insight resonates more with the Hindi belt. If the TVC is also conceptualized in Hindi and only translated later to regional languages, the chances of the campaign failing will be higher.

All of these problems could be solved by making only a single change in the approach to rolling out a campaign. Include a tentative media strategy/plan, and the constraints that come with it as part of the brief that goes to the Planning team of the creative agency. This will ensure ideas and creative outputs which fit like a dream with our media strategy and plans.

If you want to use Meta in your media plan, your creative agency will ensure that vertical videos that seem native to the platform( Reels) are part of the creative output. If you have a reach plan to maximize reach at three plus frequencies, your creative agency will ensure that the communication is simple enough to understand in one go. If Kerala is a major market for you, your creative agency might recommend creating a separate campaign altogether conceptualized and taught in Malayalam using insights from the Kerala market.

The real magic happens when creative and media teams work together on a brief right from day one. This used to happen few decades back. Maybe it's time to go back to the same practice to ensure that brands get the highest RoI from their marketing spends.

<strong><em>The writer is the founding member and chief business officer of Atomberg. Views expressed are personal.</em></strong>

The power of collaboration: How including media planning in briefs can improve RoI

<strong>MAST</strong>

<strong>Brand:</strong> Oakley

<strong>Campaign:</strong> Be Who You Are

<strong>Agency:</strong> Brandmovers India

<iframe width="560" height="315" src="https://www.youtube.com/embed/Egz46FeBKAM" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

Growing up, we were constantly asked to fit into the mould of societal expectations. Somewhere, amongst the increasing noise, doubts, aspirations and constant chatter, ‘being ourselves’ took a backseat. We forgot to focus on ourselves, be comfortable with making mistakes, and taking risks.

The latest commercial by Oakley stays true to its value of “Be Who You Are.” As the ad film rolls on, right from the hopes of 1.3bn people being shouldered by cricketer Rohit Sharma, to the doubts and noise surrounding him, the commercial shows how Sharma does not let the people’s uncertainties stop him from always giving his best. The ad film conveys the message of being your authentic self, and the importance of knowing “Who you are", where every frame of the film radiates courage and confidence. Overall, the ad film gets a thumbs up for its realism on a crucial subject.

<strong>MEH</strong>

<strong>Brand:</strong> NutriGlow

<strong>Campaign:</strong> NutriGlow

<strong>Agency:</strong> In-house

<iframe width="560" height="315" src="https://www.youtube.com/embed/oLn-NzVs_so" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

For years, most of the ads that touched upon the subject of beauty have either been explanatory in nature, or had a pair of girls dancing to stress upon the brand, and convey positive effects. NutriGlow’s latest campaign follows the same unsatisfactory pattern. Actor Genelia Deshmukh along with a bunch of girls are portrayed as ‘GlowGirls’ who are moving to a beat to highlight NutriGlow’s varied range of products. However, Deshmukh, who serves as the brand ambassador for the brand and is known for her bubbly and fun loving nature could not save the commercial from being a dull and disappointing one to watch. An engaging and different storyline could have prevented a Meh.

<strong>Mast</strong> 

<strong>Brand</strong> - Thums Up

<strong>Agency</strong> - Ogilvy India

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From sitting on tree-tops, listening to radio commentary to gathering around paan shops, Indians have found many unique ways to tune in to their favourite cricket matches. Cola brand Thums Up, plans to provide cricket fans in India with a never seen before, innovative experience through in its feature. The ad featuring Jasprit Bumrah, Umran Malik and Brett Lee, showcases an option that allows you to experience watching an ICC T20 World Cup match through a camera fitted in a wicket. Fans will have to scan a QR code on the Thums Up bottle to get access to the camera feed and become part of this immersive experience. That is as close as one can get to being present at the actual game. If this works, it is bound to leave all cricket fans stumped!

<strong>Meh</strong>

<strong>Brand</strong> - Casio India

<strong>Agency</strong> - In-house

<iframe width="560" height="315" src="https://www.youtube.com/embed/NDSigcUw4mw" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

Are you an over-thinker? Yes? Then Casio’s latest ad is definitely one for you. The film opens with a student, who asks his father to buy him a Casio calculator. When his father asks if he can get any other calculator if he doesn’t find one by Casio, the son starts to overthink a series of probable events and scenarios that might impact his life, all due to the repercussions of using an ordinary non-Casio calculator. While the concept works well on paper, the execution doesn’t translate well onto screens. A great concept, poorly planned and executed resulted in us providing this spot, a meh. 

<strong>Mast</strong>

<strong>Brand:</strong> Tata Motors

<iframe width="560" height="315" src="https://www.youtube.com/embed/vjS4Q_np3KY" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

Festive ads can seem too filmy and over the top with all the songs, dances and unnecessary drama around festivities. However, sometimes there are ads that truly have a feel good factor to it. The Durga Puja TVC from Tata Motors is a perfect example. The ad features the most celebrated actor of Bengali cinema, Prosenjit Chatterjee for the spot but not in a way you’d normally expect. His presence is subtle. His role is of the narrator who acts like a catalyst, adding a slight hint of glamour to the ad without being completely involved in it. The narrative is clean and well packaged with the integration of car features that seamlessly blend in. In true festive fashion, there is a sweet story, a great song and a product that is being rightfully celebrated. All the fun elements work perfectly in unison which makes this new TVC from Tata Motors a good one to watch. A definite Mast in our books. 

<strong>Meh</strong>

<strong>Brand:</strong> Hindware

<strong>Agency:</strong> In-house

<iframe width="560" height="315" src="https://www.youtube.com/embed/ipgCpOTvrHQ" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

Hindware has a new TV campaign – ‘Go Larger Than Life’  starring actor Tamanna Bhatia and The Great Khali. This is the first ever TVC from Hindware Italian Collection since the company forayed into the tiles segment. The tiles shown in the spot look beautiful and appealing for sure but unfortunately, the same cannot be said for the spot itself. With an inane narrative and an unnecessary objectification of a tall man being compared to huge tiles is unimpressive and doesn’t leave a good lasting impression. A very poor concept and even poorer execution awards this spot a MEH 

<strong>MAST</strong>

<strong>Brand:</strong> Cadbury Dairy Milk

<strong>Campaign:</strong> Cadbury Dairy Milk Bodyguard – Kissi aur ki Khushi mein shaamil hokar dekhiye

<strong>Agency:</strong> Ogilvy India

<iframe width="560" height="315" src="https://www.youtube.com/embed/ugp1IhxHT48" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

Tigmanshu Dhulia never fails to impress viewers with his performances. In this spot, his appearance as a politician paints him as a ‘larger than life’ character. Dhulia, who is seen making his way towards the dais along with his bodyguards amidst the cheering crowd, to celebrate the success of one of his guard’s daughters who cleared the medical entrance exam is warm and comforting to watch. He is seen feeding the daughter a piece of Cadbury Dairy Milk as a token of appreciation and celebration. The ad film stays true to its message “Kissi aur ki Khushi mein shaamil hokar dekhiye.” A ‘Mast’ watch in our opinion. 

<strong>MEH</strong>

<strong>Brand:</strong> Myntra

<strong>Campaign:</strong> Myntra Big Fashion Festival

<strong>Agency:</strong> In-house

<iframe width="560" height="315" src="https://www.youtube.com/embed/ssr69nZDWKE" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

The absence of any fun factor for an ad that aims to be comical is very evident right from the start. The campaign, which aims to promote Myntra’s Big Fashion Festival does not really generate any curiosity to check out how interesting the fashion festival might be. Even the presence of celebrity couple Virat Kohli and  Anushka Sharma, does not seem to add any drama to the dulness. Ironically, Myntra’s idea of using ignorance to draw attention not only tanked on screen but also failed to attract audiences in real life. An interesting build up to the story along with some festive cheer to promote the fashion festival could have prevented a Meh.

<strong>Mast</strong>

<strong>Brand:</strong> Coca Cola

<strong>Agency:</strong> In house

<iframe width="560" height="315" src="https://www.youtube.com/embed/WWaOTJ_E3xc" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

Durga Puja for Bengalis is like a five-day long party. Like any party, food and soft drinks are an important part of this celebration. So if you are telling a Durga Puja story and you add food and soft drinks to it, you definitely make for a good storyteller. This new puja anthem from Coca Cola is a perfect spot for the pre-festive weeks. Casting the OG cool guys of Bengal (read members of Bengali band Chandrabindoo) and the catchy song add to the festive mood and cheer. The ad comes with its share of glam factor too, with Bengali superstar Dev adding spark and being a part of the 39 second screenplay. Overall, Coca Cola has done a great job with capturing the mood of the Bengal market right now with everyone preparing for the upcoming celebrations. 

<strong>Meh</strong>

<strong>Brand:</strong> Pantaloons

<strong>Agency:</strong> Production: KITCHEN, Concept: Ogilvy

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Rap songs and hip/hop as a genre are very popular with millennials and Gen Z. However, when used in an ad, it resonates only if executed and performed well. Unfortunately, this new Durga Puja spot from Pantaloons banks on a below average rap jingle that pulls down the overall vibe of the piece. Moreover, the Bengali voice overs are heavily accented. It could’ve been done on purpose to go with the background score but doesn’t help the tune in any way. It stands out as  a noticeable blunder. The song, the script and overall performance of the cast makes this a wannabe number desperate for attention. We’re still on the look out for an ad that captures Gen Z mentality correctly and executes it well. 

<strong>MAST</strong>

<strong>Brand</strong> - The Body Shop

<strong>Agency</strong> - In house

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Breaking the popular notion that young citizens are becoming increasingly apathetic towards societal issues, The Body Shop launches a campaign calling upon policy makers to evaluate lowering the age of candidacy in the Lok Sabha from 25 to 21 years of age. The goal is to get greater youth representation in the Lok Sabha. To spread the message, the brands video campaign features young leaders from across the country including Sudhanshu Kaushik, founder, Young India Foundation (27), Jalandhar High Court lawyer Inderpreet Kaur (24) and Sachin Rathod, independent panch ingalangi (29) talking about their efforts in bringing change in society thereby inspiring others. The ‘Be Seen Be Heard’ initiative is being rolled out through a partnership with Young India Foundation. The WHY25 drive has been launched across India at all The Body Shop stores in September 2022 and will run till end 2024 in over 25 states with offline and online petitions to support the cause. Now, that's what you call a brand with a purpose. A mast ad, definitely a great watch. 

<strong>MEH</strong>

<strong>Brand</strong> - Levi’s India

<strong>Agency</strong> - Spring Marketing Capital

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Levi's India’s series of ads with Deepika Padukone follow a pattern that has become repetitive and boring. In the new ad Padukone is seen in a space that needs to be set up and decorated. The camera follows her doing various chores like pushing a sofa into place, sticking a poster on a wall while ambling around with her friends, etc dressed in a new baggy Levi’s jeans of course. The spot ends abruptly leaving viewers confused. While Levi's baggy collection might be in vogue, its advertising seems really last season! It’s time for a refresh. 


<strong>MAST</strong>

<strong>Brand</strong> – Bombae Fuzz Off Trimmer | Painless hair removal for women

<strong>Agency/Production House</strong> – Talented, StudioFry

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This 30 seconder is an edgy one. It’s probably the only hair removal brand that has shown body hair before women shave/wax/trim it off. Bombae says #FuzzOff to societal expectations. It shows the pain women go through to go hairless and attempts to normalise never-seen-before body hair imageries. An empowering ad that breaks boundaries. It’s a mast watch because it is changing the narrative of the category.


<strong>MEH</strong>

<strong>Brand</strong> – Manyavar | Taiyaar Hokar Aaiye

<strong>Agency</strong> - Shreyansh Innovations

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The hyperactive actor Ranveer Singh for the new commercial of Manyavar is featured as a spunky wedding photographer. For a change, he is dressed perfectly fine. However, he singles out a suit-clad ‘mausaji’ by saying he is ruining the perfect family photo in his western outfit. Okay, we get it, this was all supposed to be in good fun and maybe for the sake of advertising. However, we think the brand could have picked a better line of thought to stitch the script. After all, isn’t fashion a personal choice? Shouldn’t Singh know that better than anyone else?



Mast & Meh: Oakley, Thums Up, Tata Motors, Myntra, Levi's India

The biggest test Indian girls face in their school years is the "beauty test", says Unilever-owned beauty brand Dove in its latest campaign released on International Daughters Day 2022 (25 September). The ad has been viewed by millions of netizens, garnering over 12 million YouTube views in four days. 

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While the campaign gained appreciation for starting a conversation about deeply ingrained beauty biases, a section of audiences also criticised the company for double standards. Unilever sells Glow & Lovely (earlier called Fair & Lovely) which largely hinged its communication equating fair/light skin with success. However, in 2019  Unilever changed the product name and also its advertising strategy to be more inclusive and conscious. 

This is reflected in the new Dove ad as well. 

Made by advertising agency Ogilvy India, the ad shows how young girls are subjected to socially accepted standards of beauty which drastically impact their confidence and self-esteem. The Stop The Beauty Test 2.0 is an extension of its previous campaign that was focused on beauty judgements faced by women during marriage.  

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To be sure, Unilever said that Dove launched a study which stated that 80 percent of Indian school girls have faced unjust beauty tests as a teenager. Hence, this year the conversation has shifted focus from prospective brides to the stage where it all begins – adolescence.

 In an exclusive conversation with Storyboard18, Harman Dhillon, vice president, hair care, Unilever talks about the backlash on its new campaign, changing ideas of beauty and how Dove is striving to stay relevant among Gen Z consumers.

Edited excerpts:

<strong>There is a certain set of audience that have criticised the new campaign. How does the brand deal with the negative feedback?</strong>

Our intent with #StopTheBeautyTest campaign was clear - to make society aware of a prevailing issue faced by young girls on a daily basis. To bring about a tangible impact with the Dove Self-Esteem Project, we are training teachers to deliver educational modules around body confidence and self-esteem to young minds. Our purpose of the campaign is to create awareness regarding when these beauty biases start, and the impact it has on women. We respect everyone's point of view and hope they see that our objective is to redefine the scope of beauty - celebrating it in its authentic and diverse form.

<strong>What kind of research went behind picking the theme for this edition of the campaign?</strong>

At Dove, we’re constantly working towards making beauty a source of confidence and not anxiety. Last year, we brought to light beauty-based judgements women especially faced during marriage and the impact it had on their confidence. However, during our research we uncovered a key moment of truth wherein societal standards of beauty are imposed on women much earlier on - as young as adolescence. Capturing this sentiment, we shifted our focus on the root of the problem - moving our communication from prospective brides to teenage girls. At a time when these girls should be concentrating on education, they are being unknowingly subjected to beauty biases by society. We felt that this was a crucial stage of intervention and wanted to bring about a tangible change. Thus, with #StopTheBeautyTest 2.0, we aim to raise the self-esteem of these young girls and break through beauty led stereotypes. 

<strong>Where did the inspiration for the execution of the campaign come from?</strong>

As always, we wanted to share real stories enacted by real girls and feature the real-life implication beauty judgements have on their self-esteem. So, the brand film is a portrayal of exactly that. We want to highlight how family and peers, in the guise of guidance, are pressuring young girls to fit prescribed beauty standards and how this can lead to body image issues in their young minds - eventually stunting their confidence. The #StopTheBeautyTest movement is an attempt to bring awareness about this issue so we can stop subjecting young girls with beauty-based report cards and grading them on external appearances. The focus instead should be on building their self-esteem so that they can be comfortable in their own skin and realise their potential to the fullest. 



<blockquote>While Dove’s global markets may be slightly more evolved, we’re not far behind where customers are demanding equal representation and opportunity. Brands no longer can superficially support progressive social movement but need to be actively engaged and be true drivers of change.</blockquote>



<strong>What is Dove doing to stay relevant among the Gen Z? How do they define beauty and is it different from older consumers?</strong>

The Dove Self-Esteem Project is aimed at the Gen Z with a vision to empower 8 million young minds by 2025. As part of the initiative, we partnered with experts in the fields of psychology, health and body image to create educational modules around body confidence and self-esteem which will be delivered by teachers under the life skills curriculum. Through this we will be reaching girls and boys in grades 6, 7 and 8 in selected schools across 8 states.

The ultimate goal is to change ‘beauty’ from its conventional lens and redefine and realign what it means to be beautiful. In comparison to the older generation, the younger audience is demanding an ethical, inclusive and diverse representation of beauty in media and Dove’s Real Beauty motto stands tall to deliver on the ask - ensuring beauty is not defined by shape, size or colour but being beautiful is to be the best version of yourself.

<strong>Any unique trends in terms of advertising or consumption you are witnessing among your TG in India? How's it different from Dove's global markets?</strong>

The Indian woman has gone through a complete metamorphosis in the recent time, especially when it comes to her portrayal in advertising and media. We’ve come a long way from women being conditioned to believing their self-worth is dictated by the perception of others, to now where they are seen taking charge and having a voice of their own.  At Dove, we’re proud to have been one of the leading contributors to this change and are glad that brands across categories are following suit.

Today, our TG makes their own choice and has the spending power. Beyond expecting brands to deliver high-quality products, they also demand the brand drive a thought-provoking dialogue. While Dove’s global markets may be slightly more evolved, we’re not far behind where customers are demanding equal representation and opportunity. Brands no longer can superficially support progressive social movement but need to be actively engaged and be true drivers of change.

<strong>How do you measure the success of a campaign now? Has the benchmark changed over the years?</strong>

Today, the success of a campaign, especially when it comes to the type of campaigns Dove has been leading, is very different from the benchmarks traditionally set in place. The impact is no longer purely number driven. The campaigns of the current era are heavily driven by the impact they have on people and the type of change we can drive through the efforts of the campaign. 

<strong>Are the days of big splash TV campaigns long gone? What works for new gen consumers?</strong>

Television is a relevant medium even now, in my opinion. There is still a large set audience in the deeper pockets of our nation who yet rely on television for entertainment as well as information. Thus, given that our target isn’t just the metro markets but pan India, TVC’s are a prime medium for us to bring our narrative alive. On the other hand, speaking about the new generation of consumers, social media has emerged as a stronger medium of communication than most others since it allows a two-way communication unlike TV. Thus, it is essential for us to keep the balance while strategising our media plan.

Exclusive: Unilever’s Harman Dhillon responds to feedback on viral Dove ad

Two years ago, YouTube introduced Shorts in India. Today, Shorts are generating 30 billion views per day, which is four times more than one year ago. Ajay Vidyasagar, Regional Director, APAC, YouTube Partnerships, says the language platter and the content genre is only growing in the market and Shorts is fueling the growth. He also talks about monetization on the platform and more. 

Edited excerpts.

<strong>Shorts completed two years in India. How has it been? And what has the growth story been like from where you started to where you are now? </strong>

YouTube as a platform is over 14 years old in India. When we got started, our primary mission was to democratize video creation. Until that point, the world really saw storytelling as being the forte of a few. Our goal was to really, truly, truly democratize this in a manner that anyone who is interested in sharing a story should be able to share it. Our role in that was to use technology to take out all the friction in the operationalization of it and help good stories to be discovered, consumed and engaged with. That is really what we’ve been able to do in scale over these many years.

YouTube Shorts was announced two years ago; we flagged that off in India. The YouTube Partner Program (YPP) program was only available and enabled for long form and mid form content.  So, we launched a YouTube Shorts fund, in which we worked closely with content creators to help them see a line of revenue for their work.

<strong>While we see a lot of entertaining content on the platform, what is the kind of interest you have seen brands? Are brands using Shorts like they are using other UGC platforms for integrations? Help us understand with some examples.</strong>

YouTube has enabled so many different formats to co-exist and speak to one another: long form videos, snappy Shorts, livestreams and deep dive podcasts. Advertisers can, therefore, choose to talk to their target audiences- in as many forms of stories, across as many devices, as many languages and as many times a day - effectively and at scale. 

YouTube Shorts are generating 30 billion views per day globally. India was the first country where we launched Shorts and we’re proud of how quickly YouTube Shorts have become popular in India. Brands are starting to see results too. For instance, Oreo, which started its very first Shorts Challenge in Tamil Nadu with 10 of our top creators in the market to launch Oreo Double Stuf during Pongal last year. With 8 million views on their content, the brand was able to build salience in the market, improving branded searches and household penetration in a key market for them. 

<strong>How important is India as a market for YouTube when it comes to Shorts? How does it compare to other markers?</strong>

We saw the great potential and engagement short form content has for today’s increasingly mobile viewer. That’s why two years ago, we introduced YouTube Shorts, first in India, to make it easier to watch and create short-form content on YouTube. It was where our journey began, and it’s encouraging to see the adoption and excitement the product brings to both creators and viewers. 

We truly believe that what moves India, has the potential to shape the world. Digital video has become a gateway to the world for millions of Indians. In particular, short form video, which is easy to consume and create, represents opportunity like no other - to be entertained and inspired, to learn and earn, to connect and grow. 

When we introduced Shorts, we knew that we were bringing an important new format for creators and that our creators are leveraging Shorts to help breathe new life into their existing channels or inform a new content and engagement strategy is testament to their creativity.

We’re constantly impressed that creators are getting really innovative with how they use the full breadth of video formats that YouTube offers to meet their personal and business goals: from growing views and subscribers, reaching out to new audiences and growing their earning potential. 

Shorts has helped capture the interest and imagination of mobile-first creators and viewers who from whom a smartphone is a window to a world of opportunity. In India, Shorts is lowering the barriers for under-represented voices to come to the fore and pursue their passions; many of whom may otherwise have not had a platform to do so. We’re seeing creators across languages, socio-economic backgrounds and even India’s hinterlands turn to Shorts to share their passions, grow their channels and build successful careers.

<strong>Shorts has introduced a new monetization format. Please help us understand how it will benefit the platform and the creators?</strong>

We recently unveiled the next chapter in rewarding creativity on the platform by expanding the platform’s monetization system, YPP, to allow more creators to join the program, introducing new ways for creators to earn revenue through Shorts, and re-imagining the music industry and creator dynamic by opening up ads monetization for those who feature music in their videos. 

Starting in early 2023, Shorts-focused creators can apply to YPP by meeting a threshold of 1000 subscribers and 10 million Shorts views over 90 days. These new partners will enjoy all the benefits YPP offers, including ads monetization across Shorts and long-form YouTube videos. This is another option to the existing criteria where long-form creators can still apply to YPP when they reach 1,000 subscribers and 4,000 watch hours. Creators can choose the one option that best fits their channel while YouTube maintains the same level of brand safety for advertisers. To support creators who are early in their YouTube journey, YouTube will also introduce a new level of YPP with lower requirements that will offer earlier access to Fan Funding features like Super Thanks, Super Chat, Super Stickers and Channel Memberships. 

To reward the new creative class, beginning in early 2023, we’ll be moving away from a fixed fund and doubling down on a unique revenue sharing model for Shorts for both current and future YPP creators. Because ads run between videos in the Shorts Feed, every month, revenue from these ads will be added together and used to reward Shorts creators and help cover costs of music licensing. From the overall amount allocated to creators, they will keep 45 percent of the revenue, distributed based on their share of total Shorts views. The revenue share remains the same, no matter if they use music or not. 

<strong>YouTube Shorts came to India at a very opportune time. It came right when UGC was becoming very popular and the market was expanding beyond metros. Throw some light on how you managed to gain footing in the Bharat market?</strong>

When you look at all of the digital platforms in the country, YouTube is fueled by voice, video and vernacular. So, because of that, the innate ability for the platform to go to every nook and corner of the country, and be understood, be loved, and be engaged, is very natural. It actually is the easiest form of communication that somebody can get on the digital connected platform.

We started off with a predominantly English language journey and then Hindi language content started to take off from India’s metro cities. If you remember, back in the day a lot of our creators were comedy centric and from urban centers.

Now in the last five to seven years, two very big things have happened with YouTube. The content creation has gone into the heartland of Hindi speaking markets. Hindi has become far more reflective of the evolving user base that has happened. Now it’s no longer a metro phenomenon.

We’re also seeing a host of other languages also doing very well on YouTube. Telugu and Tamil continue to be heavy-use cohorts for us. The richness of the language space has been unbelievable for us. From Punjabi, Haryanvi, Bhojpuri, Bengali, to Marathi, Gujarati, there is just an extraordinary breadth of languages. Shorts has helped these markets as well. We have seen extraordinary volume from these language markets.

Ours is a journey that is really about going wider and deeper and Shorts is helping us fuel that in even more in a significant manner.

<strong>Platforms that offer both long form and short format content often see the latter stealing all the limelight. Have you noticed any such pattern?</strong>

No creator says that I want to be a short-form creator or a long-form creator. They want to be storytellers and they want to express themselves and tell their stories in different forms. We might think about telling a story today that may need 10 or 20 minutes but tomorrow, we may have a story that may shine in 30 seconds.

Our role as a platform is to give a very versatile toolkit that can help a creator succeed in every format. That’s the core of what we do.  When you think about video creation, our job is to give a toolkit that helps any video creator, do what they want to do, and express themselves with the least amount of friction.  We do believe that both creators and users do not ever say that I’ll only consume a story, if it is, of this size or this form.  They actually want a powerful story. The ability to have that sort of freedom with scale and the best technology is really what we do.  That’s what we’re focused on. That’s what we’ll always be focused on.

<strong>What are your future plans for the offering? What are the top priorities when it comes to new plans for Shorts in India in FY-23?</strong>

Shorts is a natural evolution for us: YouTube Shorts is a new way to create and watch short, mobile videos. If you think about YouTube’s earliest days, we launched with a short 18-second video, ‘Me at the Zoo’. What changed since then is how easy it’s become to create and watch short-form videos. We wanted to make it even easier for people to create short videos on YouTube using their phones, so Shorts is a natural evolution for us. 

We’re building features that are unique to YouTube. We’re bringing all short-form video to YouTube, and all of YouTube to short-form video in a really significant way. There are billions of videos on YouTube - by unlocking those videos for features like remixing so people can sample from those in their own Shorts, we’re creating a real playground of creativity like never before. We have the ability to connect multiple ecosystems - YouTube as we know it today, YouTube Music, and now YouTube Shorts. You can imagine what this might look like in the future - it will allow people to connect more deeply with the content, creators, and artists they’re most interested in. This truly is just the beginning.

EXCLUSIVE: What moves India has the potential to shape the world, says YouTube's Ajay Vidyasagar

<strong>Leo Burnett and Jim Beam</strong>

Publicis Groupe-owned Leo Burnett has been appointed as the global agency-of-record (AOR) for Beam Suntory’s Jim Beam, an American brand of bourbon whiskey. The account, which was won following a multi-agency pitch, will see the agency develop a new global positioning and creative platform. This is the second time Leo Burnett has been appointed as the AOR for Jim Beam. 2016 marked the year when the agency was first selected as the AOR for the American brand. Recently, Beam Suntory announced that it would invest $400 million in renewable energy systems while boosting bourbon production. 

<strong>Hashtag Orange and Signify India</strong>

Digital marketing company Hashtag Orange has won the creative mandate for Signify Innovations India, erstwhile lighting division of Philips Eindhoven of Netherlands. Their responsibility would include ideation, development, and execution of the company’s creative campaigns for both online and offline channels. As per a media report published in June, Signify was looking to grow by 18-20 percent during 2022 in India. Last month, Hashtag Orange appointed Shraddha Iyer as the branch head of its Hyderabad office. Further, the agency bagged mandates across several key accounts. They include GMR Hyderabad International Airport, Monte Carlo, Rock-It, Hype Ryno, EDGE by Pearl Academy, HOUSR co-living and Tulips Hygiene.

<strong>Carat India and TimesPro</strong>

Marketing agency Carat India has won the integrated media mandate of TimesPro, an edtech initiative of Times Group. The responsibility of the agency would include managing TimesPro's omnichannel media services, and this will be handled by the agency’s Mumbai office. The account was won following a multi-agency pitch.

<strong>Bharat Media Group and Newell Brands</strong>

Newell Brands has appointed Bharat Media Group, a 360 degree marketing agency to handle its brands - Reynolds and Sharpie's strategic and creative duties. The mandate includes co-creating the growth roadmap for both businesses in the Indian market. Three weeks ago, Bharat Media Group was appointed as the Agency-Of-Record (AOR) for Super4, Indian fantasy sports platform. The role of the agency will include overseeing the integrated strategy and media mandate which includes creative, performance and experiential marketing, media planning and buying (across medium, traditional and digital), OOH, and cinema. Bharat Media Group has recently made key hirings including Unilever’s former head of Trading and Partnerships, Rohin Desai, who joined as national buying head in August. Desai will head the group’s entire media buying activities across India. He will be based out of the Mumbai office and will report to Anand Charles, CEO, Bharat Media Group. In May, Debarghya Mitra joined as national head of planning. Mitra was VP of client services and head of South at WPP-owned Essence.

<strong>Option Designs and CFS Vision</strong>

Creative and digital marketing agency Option Designs won the creative and digital mandate of CFS Vision, an optical retail chain of Center for Sight Group of Eye Hospitals, which is backed by Mahindra Partners. Their responsibility would include developing creative digital branding strategies for the company. By 2027, CFS Vision aims to create 500 retail locations. In the coming years, the brand will also begin manufacturing frames and lenses under the Make in India initiative.

<em><strong>Compiled by Kashmeera Sambamurthy</strong></em>

Biz Moves: Bharat Media Group gets cracking; Carat India, Hashtag Orange and Option Designs win accounts

Dating app Tinder, in a recent survey, reveals that most young adults in India have little or no confidence in navigating consent and find it hard to have conversations on the subject. Amongst those surveyed in Mumbai, more than 64% of young adults are hesitant to give consent, ask for it, and to withdraw consent when dating someone.

When asked about situations when their consent was violated, 65% of young Mumbaikars chose not to speak to their date/partner about it and turned to a friend and looked for resources online, illustrating the need for continuous dialogue on this subject. In fact, 83% of these young adults in Mumbai believe that consent should be discussed more openly with partners.

The findings are based on research conducted by YouGov which surveyed  1,018  young adults (18-30 years) across  Delhi, Mumbai, Bengaluru, Pune, Kolkata, Chennai and Hyderabad.

Young Indians want to learn and discuss consent with 1 in 2 recognizing themselves as the biggest channel for normalizing conversations around consent.

Around 8 in 10 young adults in Mumbai believe that consent should be discussed more openly with partners, 76% want it to be even taught formally in schools and colleges, and 72% have taken steps to personally understand the concept of consent.

More than 7 in 10 young adults in Mumbai seek more resources and safe spaces (both physical and online) on consent to be more educated and aware in their personal settings. Amongst a broad group of stakeholders potentially responsible for normalizing conversations on consent, young people identified parents (55%), themselves (44%), and schools and colleges (39%) as the top three influencers responsible for that conversation.

Across various aspects of consent education, most of the young Mumbaikars are most interested in learning about how to give consent (44%), understanding their own boundaries and limitations (41%),  followed by how to ask for consent (40%), emphasizing the need for consent education in the city.

The survey highlights that there are a myriad of factors that prevent young adults from communicating consent or the lack thereof to their dates or partners. The most frequent reasons include: afraid of hurting the date/partner’s feelings (41%), themselves are awkward having such conversations (36%), not knowing how to say no (33%) and anxious about not being liked (30%).

Young adults in Mumbai also have clear categorisation of widely understood metaphors for warning signs.They listed top three red flags include making fun about your interests/beliefs, asking for personal/intimate pictures, and not being empathetic towards others.

Yet putting them into practice proves harder than imagined: 3 in 5 young Mumbaikars say that they would hesitate to say no to a kiss and an almost equal number say they would hesitate to dismiss intimate advances even though it might make them uncomfortable.

Young adults in Mumbai believe that consent extends beyond intimacy and includes a larger concern for privacy and emotional boundaries.
 
The survey was a part of Tinder’s effort to create awareness around the importance of consent.  The platform is bringing back ‘Let’s Talk Consent’, its initiative to encourage conversations around consent and safe dating. This year, the campaign launches with “We Need To Talk”, a short film that explores the nuances of consent in interpersonal relationships amongst young Indian adults.

This will be followed by a Consent and Safe Dating curriculum, developed by experts and available online and in person in select universities, to give young adults access to appropriate information and a safe space to have a healthy discourse on the subject.
 
''Our Let’s Talk Consent initiative aims to give young adults the tools and resources to understand how consent equates freedom in making choices, mutual agreement and normalizes open discussions on tough topics. Coupled with safety products in the app and initiatives such as these, we are committed to working towards creating a healthy dating ecosystem in the country,” says Taru Kapoor, GM, Tinder & match group, India.

Young adults don’t know how to give, ask or withdraw consent while dating, Tinder study

Sleeping disorders are so common and yet there is not enough awareness about them in India. Obstructive sleep apnea (OSA), for instance, is a disorder caused by the repetitive collapse of the upper airway during sleep which leads to difficulty in breathing while sleeping. While it's one of the most common sleeping disorders, not many people know about it.

To tap this massive gap in the market, medical equipment company ResMed India has launched a campaign featuring singer and rapper Baba Sehgal.

Created by advertising agency Bang in the Middle, ResMed’s #AwakenYourBest campaign is aimed at creating awareness on sleeping disorders like sleep apnea and emphasis on sleeping well.

In the video, Sehgal, in his quintessential rap style, is seen crooning a rap or sleep anthem that talks about taking a simple at-home test to diagnose sleep related disorders. The purpose of the campaign is to create awareness about the importance of good sleep in a full-filled manner.

“There’s a great gap when it comes to talking about sleep disorders and we wish to start the conversation and create awareness,” says Seema Arora, business head - consumer and digital, South Asia, ResMed.

<strong>Acute sleep deficit</strong>

ResMed conducted a study, speaking to over 5000 people digitally to understand the impact on sleep post-pandemic. The findings show that Indians take a long amount of time (close to 90 minutes) to fall asleep which is far higher than Japan (25 minutes), China (42 minutes) and Korea (30 minutes). The longer duration is equated with extended screen time on devices.

“Data also confirmed a severe pandemic impact on sleeping habits in India. The survey also stated that 62 percent Indians agreed that stress has impacted their sleep during the pandemic as well as post pandemic. Erratic work schedules, excessive digital exposure and unhealthy lifestyle is contributing to poor sleep quality,” shares Arora.

Although ResMed is targeting consumers aged 30-69 years residing in the top 20-25 cities, it is also looking to connect with young Indians (under 25 years) who could be potential influencers in their household.

“We do wish to speak to audiences above the age of 25 years to have the information and encourage their loved ones to take the test and check about the quality of their sleep,” says Arora.

Social media and digital platforms are the likely places where ResMed is hoping to engage with potential customers.

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<strong>Market potential</strong>

India is a huge market for ResMed. Arora quotes a Lancet Respiratory Medicine 2019 study, which states that an estimated 5.4 percent of all Indians ages 30-69 years (28.8 million) have moderate to severe sleep apnea. The level of sleep awareness continues to remain low in a country like India, with only a handful of sleep labs for a population of over 1.3 billion.

The study states that people are often unaware about sleep issues and even if diagnosed with sleep disorders, they tend to hide them. Hence, there is a need to create awareness about the importance of sleep and sleep related disorders.

“The potential in the India market is huge. 28.8 million people could be dealing with sleep apnea. Diet and workout can have a positive impact but it is not the gold treatment for a sleeping disorder. It requires a proper sleep check-up followed by a CPAP (Continuous positive airway pressure) machine to treat sleep apnea. As we start creating awareness we foresee a demand for these products,” says Arora.  

Currently, there are barely 30,000 to 35,000 odd CPAP devices which are being sold in a year. Compared to the population the penetration of these devices is still less. ResMed is looking to change that.

<strong>Agency speak</strong> 

Naresh Gupta, co-founder and CSO, Bang In The Middle says that Obstructive Sleep Apnea is a life-threatening condition and it's easy for the brands to be in the zone that is a bit scary.

“All our consumer chats pointed towards the fact that instilling fear doesn't work as well as creating a happier curative story. Baba Sehgal has a unique style of telling the story, we merged it with an interesting way of taking the consumer on a journey with us," says Gupta.  

"The way the music flows and the way the scenes change in the commercial brought the audience into the brand fold,'' he says, adding, "The simple call to action of asking for a Home Sleep Test was made possible with the magic that was weaved through earworm quality of the music." 

ResMed has kicked off its campaign with a song and dance and the hope that its rap track can help Indians sleep well.


ResMed hopes its rap track can help Indians sleep well

Online sales of innerwear rose by over 80 percent during FY 2024 as compared to FY 2023, as per data analysed by e-commerce enablement SaaS platform Unicommerce. This shows the growing significance of online channels for innerwear sales. The data is based on the information analysed by Unicommerce relating to the innerwear brands utilising the Unicommerce platform.

The range of products bought online includes lingerie sets, bras, panties, sleepwear, swimwear and loungewear. Other categories that have clicked higher during this period include women's sportswear, activewear and shapewear.

Unicommerce data shows buyers from more than 340 cities utilising online channels for their innerwear purchase. In addition to tier - 1 cities and metropolitans like Delhi, Gurgaon, Mumbai, Bangalore, e-commerce order volumes across tier - 2 and  tier- 3 cities rise exponentially by over 75% and 80% respectively. These include cities like Jaipur, Lucknow, Rohtak, Surat, Patna, Nagpur, and Ranchi among many others. The wider adoption of online channels indicates greater comfort for consumers across smaller towns towards making their innerwear purchases online.

Unicommerce counts leading innerwear brands like VIP Clothing, Lux Industries, Monte Carlo, PepeJeans and Bummer among others as its clients. It powers their online sales through its various solutions including multi-channel order management, warehouse & inventory management and seller-management for marketplaces.

Underscoring the growing importance of online channels, Kanishk Pathare, D2C Head at VIP Clothing Limited added, “We have witnessed a prominent shift in consumer interest from conventional, off-the-shelf buying to an online-first shopping approach. As our technology partner, Unicommerce’s platform provides the operational support to manage orders through these channels efficiently and ensures greater strength of our e-commerce supply chain”.

New-age innerwear brand Bummer is an online-first D2C company which focuses on India’s huge millennial and GenZ audience. “We have been a pure play online platform offering a myriad of options for the digitally savvy youth through our website as well as multiple marketplaces. Online channels continue to witness the growing interest of online shoppers for our products. With Unicommerce’s technology solutions, our post-purchase operations are automated for smoother order processing further enhancing our inventory visibility across channels," said Irfan Mansuri, Head of Operations at Ballr Apparels Pvt. Ltd. (Bummer).

Innerwear is about increasing users' comfort by offering them a wide selection of design, fit, fabric, size, etc, which leads to a large number of SKUs. The category has further expanded due to the increasing popularity of new products like period panties, intimatewear and maternity innerwear. Unicommerce’s technology solutions manage a large number of SKUs to meet varied user demand. Unicommerce provides a sector and size agnostic platform to meet the different industry requirements with its comprehensive offerings for end-to-end management of e-commerce and retail operations.

Commenting on the growing demand for online shopping across the innerwear segment, Kapil Makhija, MD & CEO of Unicommerce said, “Online shopping is adding newer pathways for e-commerce segments like innerwear, leading brands to tap connect more effectively with their target audience. As a technology platform, we are committed to supporting brands, retailers and marketplaces by enhancing the efficiency of their post-purchase operations.”

With a growing Annual Recurring Revenue (ARR) as of the 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.

Online sales of innerwear grows by over 80 percent in FY24: Unicommerce

Apparel Group, a global fashion and lifestyle conglomerate, has partnered with Myntra to expand the presence of Victoria's Secret in India. 

Through this strategic partnership, Victoria's Secret will bolster their presence on Myntra. 


Victoria’s Secret will cover segments like lingerie, lounge wear, personal care products, bags and wallets. 


Commenting on the partnership with Myntra, Tushar Ved, president of Apparel Group India, added “Partnerships are key to unlocking new opportunities and achieving greater success. By joining forces with Myntra, we can leverage their expertise in e-commerce and digital marketing to enhance our virtual presence in India and offer customers an unparalleled shopping experience.”


Speaking on the partnership, Venu Nair, CXO - strategic partnerships & omnichannel, Myntra, said, "We are thrilled to onboard Victoria's Secret onto our platform. This collaboration not only signifies a strategic step in expanding our brand portfolio but also highlights the synergistic alliance between Myntra and the Apparel Group. By leveraging Myntra's robust e-commerce ecosystem and digital marketing prowess, coupled with Apparel Group's commitment to global fashion, we are poised to redefine the Indian fashion landscape. This association not only strengthens our foothold in the market but also reinforces our dedication to offering our customers an unparalleled shopping experience. Together, we are committed to bringing forth a diverse array of high-quality, innovative fashion choices, ensuring that every individual can express themselves authentically through their style.”


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Apparel Group partners with Myntra to expand Victoria's Secret's presence in India

Mankind Pharma has launched a nationwide campaign on the occasion of World Hypertension Day called 'Limit White India'. This initiative aims to raise awareness about the dangers of excessive salt and sugar consumption which with other factors like sedentary lifestyle and obesity can be a major risk factor for hypertension.

Studies have shown that 1 in 4 adults in India suffer from hypertension and 101 million people in India which is about 11.4% of the country's population, are living with diabetes. Diabetes and hypertension are often referred together as "partners in crime" due to their closely linked impact on global health. It is common knowledge that these conditions not only coexist but exacerbate each other, creating a compounded risk of severe health issues such as cardiovascular diseases, stroke, and kidney failure.  The 'Limit White India' campaign focuses on educating Indians to limit their intake of 'whites' like salt and sugar. The campaign emphasises the need for gradual lifestyle changes to improve cardiovascular health. With the goal of driving a three-year awareness program, Mankind Pharma aims to partner with healthcare professionals (HCPs) in the management of hypertension and diabetics across the country. 

"Hypertension is a silent killer, and Mankind Pharma is committed to tackling it head-on through the 'Limit White India' campaign." said Dr Sanjay Koul, Chief Marketing Officer, Mankind Pharma Ltd. "Excessive salt and sugar are significant contributors to uncontrolled blood pressure levels and blood sugar levels. Studies have shown Indians on average consume five times the WHO recommended quantity of sugar annually. By raising awareness and promoting lifestyle modifications, we aim to empower people to make informed choices for their well-being."

 As part of the campaign, Mankind Pharma will engage cardiologists, endocrinologists, diabetologists, general practitioners, and the public through educational initiatives. These include conducting journal clubs, distributing 'Cardiac Cognizance' newsletters, radio awareness programs with doctors, and blood pressure screening camps nationwide.

Mankind Pharma launches campaign on the occasion of World Hypertension Day

Amidst the ongoing water crisis in Bangalore and BWSSB’s mandate for aerators to be installed across all commercial establishments, Swiggy Instamart has partnered with Earth Fokus, a company offering water-saving solutions, to deliver water aerators to consumers in the city within 10 minutes.

As several areas in Bangalore continue grapple with the water crisis, the demand for water aerators, crucial for water conservation, has surged. In the last week, Swiggy Instamart has seen an 1400% increase in the searches for aerators on its platform compared to a month ago. These aerators are easy to install and have an instant impact resulting in a reduction of water consumption by more than 70% of water from kitchen taps and up to 50% from showers. With this, a family of four can save more than 50,000 litres of water annually. 

According to the BWSSB, water aerators and flow restrictors can lower water usage by around 60%-85%. This has prompted a proactive response from citizens and organisations alike, with a notable uptick in installing aerators across water bodies in the city. 

Swiggy Instamart has stocked three major types of aerators - Kitchen, Bath/Basin Tap, and water flow restrictors for overhead showers. The quick commerce platform plans to procure over 5000 aerators for Bangalore to meet the growing demand.

 To have quick access to this water-conserving practice, Swiggy Instamart will expand it to Mumbai, Kolkata, Chennai, Delhi-NCR, and Hyderabad. The platform is running discounts of up to 40% off on aerators to urge the installation of water aerators in a maximum number of households in the city

Swiggy Instamart to deliver aerators in 10 minutes amid ongoing water crisis in Bangalore

boAt, a brand in the consumer electronics market, has announced a collaboration with some of the filmmakers – Anurag Kashyap, Zoya Akhtar, Kabir Khan, and Guneet Monga. This collaboration marks the launch of boAt's latest innovation, Airdopes 800, a product powered by Dolby Audio.

Each filmmaker will contribute a distinctive narrative, sharing their personal encounters with the Airdopes 800 and how it enhances their creative process, stated the company.


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“We are thrilled to partner with these incredible filmmakers for the launch of the Airdopes 800,” said Aman Gupta, co-founder and CMO at boAt. “Their expertise in storytelling impeccably complements the Airdopes 800's ability to transport listeners into the heart of the action. We believe this collaboration will resonate deeply with movie lovers and audiophiles alike.”


boAt and the filmmakers will collaborate on content that explores the intersection of film and audio.


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boAt partners with Anurag Kashyap, Zoya Akhtar, Kabir Khan & Guneet Monga for Airdopes 800 launch campaign

CEAT announced a significant shift in its communication identity and strategy. This transformation seeks to resonate with the changing lifestyles and preferences of the contemporary consumers who are increasingly embracing travel, exploration, and adventure.

The new strategy positions CEAT as the ideal companion for exploration. This approach aligns with the shift being witnessed towards all-terrain vehicles and high-performance off-road bikes, as well as the growing interest in travel and discovery. 

As part of the newly launched campaign, CEAT has leveraged its decade long association with TATA IPL Strategic Timeout to deliver its brand message. The CEAT Strategic Timeout board has been transformed in line with the new positioning and will continue to remain so throughout this TATA IPL season. The board colours changed from the traditional blue to integrate the campaign colours along with an interactive QR code that sparked curiosity inviting consumers to scan the code and unlock the next step.

Arnab Banerjee, MD & CEO of CEAT Limited, commented on the strategic evolution, saying, “CEAT’s transformation underscores our dedication to staying in tune with the aspirations of our consumers. Our new brand communication emphasizes our support for the explorer mindset of discovering hidden gems which are accessible during their travels. This move represents our ongoing commitment to exceeding consumer expectations and delivering high-quality products that inspire confidence in every journey, whether on road or off road.”

Lakshmi Narayanan B, CMO of CEAT Limited, elaborated on the campaign’s direction: “Our new approach incorporates partnerships with prominent travel influencers to showcase the versatility and durability of our tyres in various unexplored yet accessible locales. This series of two-part campaigns is not just a visual treat, but also ignites intrigue and curiosity among our consumers through the novel interactive QR element embedded in the ads. Our high-performance products have been crafted for the curious enabling their passion for adventure and discovery.”

The campaign features captivating visuals and influencer-led storytelling, highlighting CEAT’s products in challenging environments. The first advertisement which is live on TV and social media features Brinda Sharma, a prominent travel influencer.
 


CEAT unveils transformed TATA IPL strategic timeout board aligning with new campaign

Following the resounding success of its Bengaluru and Pune edition, Moneycontrol and CNBC-TV18’s AI Alliance is set to host its next chapter, themed ‘AI: Shaping the Future of NCR’ on May 17, 2024, at The Oberoi, Gurgaon. The summit promises to highlight the transformative potential of AI across various industries and its pivotal role in shaping the future of the National Capital Region (NCR).

 
Known for its diverse array of IT/BPM firms, multinational corporations, and a thriving startup ecosystem, NCR has been a key contributor to India's prominence in the technology sector. With its inherent advantages, tech talent and potential in AI innovation, NCR was a natural choice for the AI alliance.

 
The AI Alliance in NCR will serve as a platform for industry leaders, policymakers, and innovators, fostering collaboration and charting a path for NCR's AI-driven future.

 
The event will be graced by distinguished speakers such as S Krishnan (Secretary, Ministry of Electronics and Information Technology), Abhishek Singh (Additional Secretary, Ministry of Electronics and Information Technology), Rajan Anandan (Managing Director, Peak XV Partners) Kunal Bahl (Co-Founder, Snapdeal and Titan Capital), Rafee Tarafdar (CTO, Infosys), Prateek Maheshwari (co-founder PhysicsWallah) Varun Alagh (co-founder and CEO, Honasa Consumer) Mayank Kumar (Co-founder & MD, upGrad), Pratham Mittal (Founder, Masters’ Union) and Ruchi Kalra (Co-Founder, OfBusiness and Oxyzo).

 
The event will also have top executives from Nandan Nilekani's people+ai to take the audience through why India can emerge as the AI use case capital of the world.

 
Attendees can expect to gain valuable insights as the discussions touch upon themes ranging from India’s AI mission, AI regulation and policy, impact of AI on the IT sector, building population scale AI, its implications on education, to the essentials of building a thriving AI startup ecosystem in the region. The audience will also get a chance to interact with founders, policymakers, and thought leaders, and explore networking opportunities and potential collaborations.

 
Chandra R Srikanth, deputy executive editor, Moneycontrol said, "With the NCR city chapter of AI Alliance, we are deepening our commitment towards fostering and building an AI community in India and shining a light on its impact across sectors. Just as our Pune edition highlighted the city's vibrant auto, Saas and deep tech ecosystem, this event will delve into NCR's tech DNA and the opportunities it can leverage in the AI era. It will serve as a platform to boost collaboration and innovation."
 

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Nepal's Department of Food Technology and Quality Control has banned the import, consumption and sale of two Indian spice brands Everest and MDH as it starts testing for levels of ethylene oxide. Reportedly, the country banned these two spice brands after the news about high levels of ethylene oxide traces in the products.


"Everest and MDH brand spices which are being imported in Nepal have been banned from import. This comes after the news about traces of harmful chemicals in the spices, ban on import was imposed a week earlier and we also have banned the sales of it in the market," Mohan Krishna Maharjan, spokesperson of Nepal's Department of Food Technology and Quality Control told ANI.


"Tests are underway for the chemicals in the spices of these two particular brands. The ban will remain in place until the final report comes up. Hong Kong and Singapore already have banned it, this move comes following their move," Maharjan added in a telephone conversation with ANI.


Indian Government sources told ANI that the use of EtO is allowed in different countries from 0.73 percent to up to 7 percent.


Government sources said a standard should be devised for the use of EtO by different countries. Also, the spices banned in these countries are less than one percent of India's total spice exports. Meanwhile, the Spice Board of India has taken steps to ensure the safety and quality of Indian spice exports to these regions.


The board has implemented the recommendations of the Techno-Scientific Committee, which conducted the root cause analysis, inspected processing facilities, and collected samples for testing in accredited labs. The Spice Board of India also organised a stakeholder consultation involving over 130 exporters and associations, such as the All India Spices Exporters Forum and the Indian Spice and Foodstuff Exporters' Association. The board has also issued the guidelines for the EtO treatment to all exporters. The spice board has taken these steps to prevent EtO contamination in spices exported from India.


In April, the Hong Kong food safety watchdog banned four spice products of Indian brands MDH and Everest after they found they contained cancer-causing chemicals, ethylene oxide.


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Ipsos, a market research company, announced the acquisition of Crownit. This company provides a mobile and online panel and data collection platform. 


Crownit's mobile-first strategy empowers Ipsos to digitise a large part of its offline research capabilities. This approach enhances digital sample representativeness, resulting in faster, high-quality data collection and improved efficiency.


Ben Page, chief executive officer of Ipsos, commented: “This acquisition marks a significant step in expanding Ipsos India's data collection capabilities, by shifting from traditional offline methods to a more agile and efficient online approach, and by improving data quality and security. It supports our growth in India, enabling us to reach a wider audience and to gather more robust insights for our clients.” 


Sameer Grover, CEO of Crownit, added, "Joining the Ipsos family is an important milestone for our company. We are excited to leverage our mobile-first platform and expertise to enhance Ipsos' data collection capabilities and support their vision of the future of market research in India. We are excited to serve our clients with combined strengths of Ipsos and Crownit.” 


“Speaking on the acquisition of Crownit, a leading online market research and mobile-first platform, Amit Adarkar, CEO, Ipsos India said, “Crownit’s mobile-first capability and panel ecosystem will significantly up Ipsos’ ability to offer a high quality and representative online/ mobile access. Despite its size and maturity, Indian market research industry has not been able to drive online / mobile data collection so far. Ipsos’ acquisition of Crownit will be a game changing development for the industry. We will be able to offer our clients increased agility, as well as cutting edge innovations in data collection methodologies. This would indeed be transformational.”


This acquisition will provide clients with access to a more diverse and representative pool of respondents.


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Sports brand PUMA India is the official kit sponsor of leading sports body Athletics Federation of India (AFI), ushering in a new era of high performance for the country’s athletes. In a historic multi-year deal, PUMA will now supply high quality performance kits and travel gear to every single athlete under AFI and representing India in track & field, jumps, throws, cross country running and marathons at both domestic and international tournaments.


PUMA will equip over 400 athletes with competitive edge, ensuring that every milli-second is maximised to its fullest advantage.


As a global sports brand, PUMA is invested in 17 federations such as Jamaica Athletics Administrative Association, Cuban Athletics Federation, Brazilian Athletics Confederation, Athletics New Zealand and Portuguese Athletics Federation, to name a few. PUMA’s partnership with AFI is set to intensify the sports brand’s commitment to amplify sports culture in India and serve as a catalyst for the development, growth and success of the country’s accomplished and next generation of athletes.


Arne Freundt, chief executive officer, PUMA SE, said, “More than 75 years ago, PUMA’s founder Rudolf Dassler had the vision to develop products for athletes that would give them the speed, the agility and the nimbleness of a puma. We are excited that we can now bring this spirit to the Athletics Federation of India. India is one of the most dynamic markets and we hope that by achieving success with the Athletics Federation of India, we can together inspire the next generation of athletes.”


Karthik Balagopalan, managing director, PUMA India said, “At PUMA, we strongly believe in serving the athletes and helping them realise their full potential with our world class leading products. We are thrilled to partner with the Athletics Federation of India and help our athletes perform at the highest levels in various sporting disciplines across the globe. Together with Athletics Federation of India, we will accelerate this transformative journey in Indian athletics.”


“Our association with PUMA represents a significant milestone for India’s athletes. With their high-quality gear, we are not only enhancing the performance of athletes but also creating a culture of excellence within the country’s sporting community. We are confident that this partnership will propel Indian athletics to new heights on the global stage,” said Adille Sumariwalla, President, Athletics Federation of India.


With this, several international icons such as Neeraj Chopra (javelin throw), Kishore Kumar Jena (javelin throw), Parul Chaudhary (steeplechase), Murali Sreeshankar (long jump), Jyothi Yarraji (hurdle), Priyanka Goswami (race walk) and Jeswin Aldrin (long jump) will be seen sporting PUMA’s gear across sporting events. Kitting under this partnership does not include Olympics, Asian Games and Commonwealth Games.


Commenting on the partnership, javelin throw champion Neeraj Chopra said, “As an athlete training for 12 years, I know the importance of high-quality gear for high-level practice. With Athletics Federation of India teaming up with global sports brand PUMA, Indian athletes across all levels will now have access to training gear of international excellence, assisting us to express our best in our game now. This partnership signals the bright future of Indian sport.”


Kishore Kumar Jena, Asian Games silver medalist, added, “PUMA and Athletics Federation of India teaming up to invest in athletes is a big milestone for the Indian sporting scene. I am extremely excited to see how this partnership will transform our game at tournaments worldwide and help us turn our dreams into reality.”


Subha Venkatesan, 4x400 m relay runner and Paris 2024 qualified, commented, “I am extremely happy to see the collective commitment of Athletics Federation of India and PUMA towards nurturing the next generation of sporting talent and fostering a culture of success in the country. I am confident that this partnership will bring out the best in me and help me achieve my goals this year.”


The association between PUMA and AFI is facilitated by IOS Sports & Entertainment. In response to the partnership Neerav Tomar, MD, IOS Sports & Entertainment, highlighted the significance of this collaboration, ”This partnership marks a significant moment for Indian athletes. By facilitating this deal between AFI and PUMA, we are not only equipping our athletes with top-notch gear but also highlighting our collective commitment to nurturing sporting talent and fostering a culture of success. Together, we are laying the foundation for a brighter future for Indian sports.”


Over the years, PUMA has forged partnerships with diverse sporting teams, encompassing global and Indian football giants such as Manchester City, Borussia Dortmund, AC Milan, Mumbai City FC, and Bengaluru FC, as well as IPL teams, Royal Challengers Bengaluru and Delhi Capitals. The brand also boasts a star-studded line-up of brand ambassadors featuring batting icon Virat Kohli, champion sprinter Usain Bolt, football star Neymar Jr, celebrated boxer MC Mary Kom, and cricketers Harmanpreet Kaur and Mohammed Shami.


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