magicpin, a savings super-app, had promised to hoist a 200 ft India flag on its office wall at IFFCO Chowk in Gurgaon if India wins the World Cup. However, after the disappointing loss, the company dedicated its office signage to the Indian cricket team and changed its 50ft office signage to ‘Boys Played Well’.


<blockquote class="twitter-tweet"><p lang="en" dir="ltr">If India wins… 🥹<br>Final or no final, we go with our chin up, trying to weave the magic every time we’re in a fight 👊<br><br>More power to our boys. ❤️🙌🏻<a href="https://twitter.com/hashtag/CWC2023Final?src=hash&amp;ref_src=twsrc%5Etfw">#CWC2023Final</a> <a href="https://twitter.com/hashtag/CricketWorldCup?src=hash&amp;ref_src=twsrc%5Etfw">#CricketWorldCup</a> <a href="https://t.co/lPmxF4ITqE">https://t.co/lPmxF4ITqE</a> <a href="https://t.co/MPqdGVykcM">pic.twitter.com/MPqdGVykcM</a></p>&mdash; magicpin (@mymagicpin) <a href="https://twitter.com/mymagicpin/status/1727203645572460585?ref_src=twsrc%5Etfw">November 22, 2023</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>


Moreover, a number of users on X (formerly known as X) had posted their pledges in comments when India wins the finals.


“If India wins I'll change my DP to Ro hit Sharma for a day. 

“If India wins, I’ll ask my crush out for a date.”

“If India wins I will get a tattoo dedicated to the Indian world cup win.”

“If India wins, I will stop using my phone for a month”

magicpin's office signage reads 'Boys Played Well'

After the disappointing loss, magicpin dedicated its office signage to the Indian cricket team.

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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

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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

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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

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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

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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

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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

At the 71st edition of the Cannes Lions International Festival of Creativity, Indian agencies have managed to pick 20 more shortlists in 11 Lions categories. The total number of shortlists for India has now gone up to 38. 

McCann Worldgroup, Leo Burnett, VML, Dentsu Creative, DDB Mudra, Ogilvy, FCB Kinnect and Rapport Advertising have bagged shortlists in 11 Lions categories. 

In the Design category, this year there were 926 entries globally, out of which Indian agencies bagged a total of two shortlists. 

The Design Lions celebrate visual craftsmanship. Entries will need to demonstrate how design has been used to define a brand or communicate its key messages; work in which a unique visual identity leads to consumer recognition or understanding.

VML picked up a shortlist for their ‘#Unplastic India’ campaign for The Times of India. 

McCann Worldgroup picked up a shortlist for their ‘Fit My Feet’ campaign for Buckaroo Footwear. 

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In the Direct Lions category, this year there were 2025 entries globally, out of which Indian agencies bagged three shortlists. 

The Direct Lions celebrate targeted and response-driven creativity.

Leo Burnett bagged a shortlist for their ‘Turf Finder’ campaign for Gatorade. 

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McCann Worldgroup picked up a shortlist for their ‘Fit My Feet’ campaign for Buckaroo Footwear. 

Read More: <a href="https://www.storyboard18.com/advertising/cannes-lions-2024-india-bags-shortlists-in-audio-radio-film-craft-health-wellness-outdoor-and-print-publishing-categories-34396.htm">Cannes Lions 2024: India bags shortlists in Audio & Radio, Film Craft, Health & Wellness, Outdoor and Print & Publishing categories</a>


Dentsu Creative picked up a shortlist for their ‘Motorola - Deep Connect’ campaign for Motorola Mobility. 

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In the Entertainment Lions category, this year there were 762 entries globally, out of which an Indian agency managed to pick up one shortlist. 

The Entertainment Lions celebrate creativity that turns branded content into culture.

Ogilvy picked up a shortlist for their ‘Erase Valentine's Day’ campaign for Cadbury 5 Star. 

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In the Entertainment Lions for Music category, this year there were a total of 440 entries globally, out of which Indian agencies picked up a total of three shortlists. 

The Entertainment Lions for Music celebrate creative musical collaborations and branded music content.

VML picked up two shortlists for their ‘Sing To Remember’ campaign for Coca-Cola. 

Leo Burnett picked up a shortlist for their ‘Feel The Music’ campaign for Spotify. 

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In the Entertainment Lions for Sport category, this year there were 661 categories globally out of which Indian agencies picked up one shortlist. 

The Entertainment Lions for Sport celebrate creativity that taps into fan culture and leverages the power of sports and esports in connecting people to brands.

Leo Burnett picked up a shortlist for their ‘Turf Finder’ campaign for Gatorade. 

In the Industry Craft Lions category, this year there were 1000 entries globally out of which Indian agencies picked up a total of three shortlists. 

The Industry Craft Lions celebrate the creative artistry, talent and skill required to deliver a beautifully executed solution and bring a creative idea to life.

Ogilvy picked up a shortlist for their ‘Taj Mahal Megh Santoor’ campaign for Unilever’s Brooke Bond. 

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VML picked up two shortlists for their ‘Seal Alarm’ campaign and their ‘Seabird Alarm’ campaign for The Times of India. 

In the Media Lions category, this year a total 1885 entries were made out of which Indian agencies picked up two shortlists. 

The Media Lions celebrate the context of creativity.

Rapport Advertising and Ogilvy picked up a shortlist for their ‘Taj Mahal Megh Santoor’ campaign for Unilever’s Brooke Bond. 

DDB Mudra Group picked up a shortlist for their ‘Cosplay’ campaign for McDonald’s India. 

In the PR Lions category, this year there were a total of 1525 entries globally out of which Indian agencies picked up a total of five shortlists. 

The PR Lions celebrate the craft of strategic and creative communication.

FCB Kinnect picked up three shortlists for their ‘Lulumelon Eoss’ campaign for HDFC Bank. 

Leo Burnett picked up a shortlist for their ‘Turf Finder’ campaign for Gatorade. 

VML picked up a shortlist for their ‘Sing To Remember’ campaign for Coca-Cola. 



Cannes Lions 2024: India bags 20 shortlists in Design, Entertainment, Direct Lions, Industry Craft, Media and PR categories

In the 71st edition of the Cannes Lions International Festival of Creativity, after Indian agencies managed to pick three shortlists in the Glass Lions category, India has managed to bag a total of 15 more shortlists. 

McCann Worldgroup, VML, Ogilvy, Dentsu Creative, Jindal Power and Steel and Early Man Film have picked up 15 shortlists in a total of 6 Lions categories. 

In the <strong>Audio and Radio</strong> category, this year a total of 756 entries were made globally. Three shortlists were picked up by Indian agencies and brands in the category. 

The Audio and Radio Lions celebrate creativity that is wired for sound; work that communicates a brand message through audio excellence, sonic innovation or superior aural storytelling across the airwaves and digital streams.

Ogilvy picked up a shortlist for their ‘Taj Mahal Megh Santoor’ campaign for Unilever’s Brooke Bond.

<iframe width="560" height="315" src="https://www.youtube.com/embed/oZoBuDsb7vA?si=8MGs7PvOlv3qe2JD" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe> 

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Dentsu Creative picked up two shortlists for their ‘Motorola Deep Connect’ campaign for Motorola Mobility. 

<iframe width="560" height="315" src="https://www.youtube.com/embed/cGjgIf4A4yU?si=4fKyaXI9e0AwNXao" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

In the <strong>Film Craft</strong> category, this year a total of 1548 entries were made globally. Two shortlists were picked up by India in this category. 

The Film Craft Lions celebrate on-screen artistry.

Early Man Film picked up two shortlists for their ‘Jindal Steel - The Steel of India’ campaign for Jindal Steel and Power. 

<iframe width="560" height="315" src="https://www.youtube.com/embed/UvGwIFVUK7M?si=OPoMOz8wHKroySOs" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

In the <strong>Health & Wellness</strong> category, this year a total of 1251 entries were made globally. A total of four shortlists were bagged by Indian agencies and brands. 

The Health and Wellness Lions celebrate creativity for personal wellbeing.

McCann Worldgroup picked up three shortlists for their ‘Fit My Feet’ campaign for Buckaroo Footwear. 

<iframe width="560" height="315" src="https://www.youtube.com/embed/Rh9UiFOGQco?si=FWOBKO5Vyt2Ho-ZF" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

Ogilvy picked up a shortlist for their ‘The Impossible Choice’ campaign for St. Jude India Childcare Centres. 

<iframe width="560" height="315" src="https://www.youtube.com/embed/ntCxOJJ1k7g?si=vgNc9T10lqBlwdXK" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

Read More: <a href="https://www.storyboard18.com/quantum-brief/cannes-lions-2024-harpic-lays-and-esaf-small-finance-bank-pick-shortlists-in-glass-lions-category-33326.htm">Cannes Lions 2024: Harpic, Lay's and ESAF Small Finance Bank pick shortlists in Glass Lions category</a>


In the <strong>Outdoor</strong> category, this year a total of 2053 entries were made globally. Two shortlists were picked up by an Indian agency and brand in this category. 

The Outdoor Lions celebrate creativity experienced out of home.

Ogilvy picked up two shortlists for their ‘Taj Mahal Megh Santoor’ campaign for Unilever's Brooke Bond. 

<iframe width="560" height="315" src="https://www.youtube.com/embed/oZoBuDsb7vA?si=8MGs7PvOlv3qe2JD" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe> 


In the <strong>Print and Publishing</strong> category, this year a total of 730 entries were submitted globally. A total of four shortlists were picked up by an Indian agency and brand. 

The Print & Publishing Lions celebrate creativity in circulation.

VML picked up four shortlists for Times of India for four different campaigns. The ‘Seal Alarm’ campaign, ‘Turtle Alarm’ campaign, ‘Seabird Alarm’ campaign, and the ‘#Unplastic India’ campaign each bagged a shortlist.  

Dollar Industries Limited, a leading lifestyle outerwear and innerwear business in India, has doubled down on its vision for the South Indian markets. The company recently signed actor Mahesh Babu as its brand ambassador for South India. 

The company was established in 1972 as Bhawani Textiles, under the leadership of Din Dayal Gupta. Today Dollar Industries Limited has 15% market share of the branded hosiery segment in India and the Group is targeting a growth of 11% - 12% at on a year-on-year basis. As a part of the Vision South India strategy, Dollar Industries is targeting around 50% growth in sales from Southern market as compared to current year.

“We have received a good response for our products from the Southern markets and consumers have accepted our quality products at affordable prices from the house of Dollar. The acceptance here is evident from our sales growth in these markets. Our domestic sales have recently increased from these markets and stands at around 8%. With Mahesh Babu now being our Brand Ambassador for southern market, it will act as a catalyst to boost our brand prominence and sales even more. We are extremely bullish and targeting to garner around 20% of our domestic revenue from South market”, said Vinod Kumar Gupta, Managing Director, Dollar Industries Ltd.

Dollar Industries is experiencing robust demand and an increasing proportion of higher-margin products in its portfolio, the company said. "This positive trend positions us well to achieve our desired topline and bottom-line growth in the near future. We also have plans to open 50 exclusive brand outlet across the south market in the coming 3 years where consumers can experience the entire range of Dollar products” said Binay Kumar Gupta, the company's Joint Managing Director. 

Dollar products are spread across 6 categories - MAN, WOMAN, JUNIOR, ALWAYS, THERMALS & PROTECT. Bollywood superstar Akshay Kumar, endorsing Dollar Man, is associated with Dollar as the brand ambassador for over 14 years. Actress Yami Gautam is the brand ambassador for Dollar Women i.e Missy and Actor, Saif Ali Khan is the brand ambassador for Dollar Always. 

The company has a goal to reach a revenue of Rs 2000 crore by FY26, and to achieve this revenue, the company has already announced a capex in the year 2021, for increasing the capacity of the spinning unit in Tirupur from 22000 spindles to 42000 spindles. That capex has already been incurred and very soon the additional production capacity will start which will help it internally in production.

"Tirupur being the hub for hosiery industry because of its economic and financial viability, we have our production system in Tirupur and the business has grown over the years. We have many dealers who are associated with us in southern market who are a great support for the Company in terms of selling and distribution of the products," added Vinod Gupta. 

In the recent past the company started its flagship initiative, Project Lakshya, for growing its sales in south market. The Pilot project was started in Karnataka in 2019. "The response was so impressive that we decided to replicate the same model at Pan India level in phased manner”, said Vinod Kumar Gupta.

For FY24, Dollar Industries’ gross profit grew 22.6% YoY to Rs 50,588 lakhs, whereas EBITDA grew by 61.5% to Rs 15,864 lakhs. The company achieved PAT of Rs 9,020 lakhs, showing a growth of 71.7% YoY, registering a PAT margin of 5.7%.


Myntra, one of India’s fashion, beauty and lifestyle e-commerce destinations, has announced Shah Rukh Khan as its brand ambassador. The Bollywood actor will be seen in Myntra’s ‘Trend IRL’ (trend is real life) campaign that shines a spotlight on Myntra as the go-to platform for Trends from the world of fashion, urging users to discover new trends and stay updated in the constantly evolving world of fashion. 


The association with the actor whose fashion choices resonate with millions of Indians, will help build Myntra’s salience with his fans, stated the company.


Vijay Sharma - senior director, marketing, Myntra, said, "We are incredibly thrilled to welcome Shah Rukh Khan as the new brand ambassador of Myntra. He is the OG trendsetter whose influence transcends generations and demographics, making him a timeless icon in the world of fashion and lifestyle and a perfect fit to embody the spirit of our brand. Together with SRK, we aim to inspire a generation of trend-first shoppers to explore the exciting world of fashion on Myntra and discover their personal style!"


Khan, said, “For me, fashion is all about expressing my individuality. Myntra understands India's fashion needs, making on-trend premium and international brands accessible to all. I am delighted to be associated with Myntra, and together with the brand, look forward to inspiring trend-first fashion!”


<strong>Read More:</strong> <a href="https://www.storyboard18.com/advertising/wakefit-brings-on-board-david-warner-as-pushpa-raj-to-unveil-new-ai-powered-zense-range-34245.htm">Wakefit brings on-board David Warner as ‘Pushpa Raj’ to unveil new AI-powered 'Zense' range</a>



Myntra appoints Shah Rukh Khan as its brand ambassador to put a spotlight on ‘Trend-first’ fashion

According to the latest data released by the Broadcast Audience Research Council (BARC), News18 network has achieved an unprecedented reach of 16.20 crore on Counting Day, surpassing the television reach of 2024 IPL Finale, which was 10.90 crore. 


The total reach of Counting Day was calculated by aggregating the reach of Network18's 20 channels across various languages, while IPL Finale's total reach was derived from 13 Star Sports channels. 


CNN-News18 also emerged as the undisputed leader in the English news genre on the counting day of 2024 Lok Sabha elections. The channel amassed 41.1% market share on the crucial Counting Day, whereas Republic TV stayed behind with 24% market share. In comparison, Times Now was at a distant 21.2 % market share, followed by India Today TV at 9%. The market share of CNN-News18 is almost 100% more than that of Times Now and four times more than India Today. 


News18 India recorded a whopping 7.69 crore (unrolled) reach on the Counting Day. The number one Hindi news channel was at 3.74 crore reach, followed by Aaj Tak on the second spot with a reach of 3.40 crore. Similarly, the Counting Week data shows News18 India’s remarkable cumulative reach of 11.15 crore, followed by Aaj Tak at a distant 9.13 crore. 


To highlight its unparalleled viewership on the Counting Day, News18 Network launched a media campaign on Friday. The news network released a front-page ad in all editions of The Economic Times, showcasing comprehensive dominance over competitors on the Counting Day of the 2024 Lok Sabha elections.


News18’s programming on Counting Day started at 6AM, bringing the most accurate trends throughout the day. Combined with live on-ground reportage, the Counting Day coverage stayed on top of all key developments and reactions as they came in.


Bolstered by top anchors such as Zakka Jacob, Kishore Ajwani, Anand Narasimhan, Rubika Liyaquat, Amish Devgan, Rahul Shivshankar, Aman Chopra, Shivani Gupta and Prateek Trivedi, News18 Network not only aims to expand its market share but also enhance brand image and establish stronger ties with advertisers with growing visibility.


<strong>Read More:</strong> <a href="https://www.storyboard18.com/brand-makers/firstpost-is-a-very-credible-and-significant-on-the-world-stage-palki-sharma-12962.htm">Firstpost provides a credible voice and platform for India on the global stage: Palki Sharma</a>


News18 Network’s Counting Day TV viewership leaves IPL finale behind

Mondelēz International and Lotus Bakeries announced a strategic partnership to expand and grow the Lotus Biscoff cookie brand in India, and to develop new chocolate products combining the unique, caramelized, crunchy Biscoff taste and texture with Mondelēz’s Cadbury, Milka and other key chocolate brands in Europe, with the option to expand globally. This partnership provides new opportunities for both companies to accelerate their growth ambitions in the cookie and chocolate categories, with potential options to expand into additional markets and/or adjacent segments.


Through this partnership, Mondelēz will leverage its extensive distribution network and local market presence to manufacture, market, distribute and sell Biscoff cookies in India. Lotus Bakeries aims to achieve significant visibility and sales growth in this high-potential market, while Mondelēz will build upon its already strong presence in both traditional and modern trade to expand its cookie offerings into high-demand premium spaces, stated the company.


In addition to growing Biscoff in India, the two companies will work together to develop and market co-branded chocolate products in other markets. The first co-branded products are expected to launch in early 2025, with Cadbury and Biscoff in the United Kingdom, as well as Milka and Biscoff in Europe.


“We look forward to partnering with Lotus Bakeries to expand the Biscoff brand in India, where it already has a loyal following among key consumer segments,” said Dirk Van de Put, Chair and CEO, Mondelez International. “This partnership will help accelerate our strategic focus on the cookies category by introducing a premium brand that is widely loved in numerous markets to a much wider audience. At the same time, we look forward to co-developing new, innovative chocolate flavors and formats in Europe, which will strengthen consumers’ already enduring loyalty to our two companies’ iconic brands.”


“We are thrilled to join forces with the world’s number-one cookie player, Mondelēz International, and we are grateful for their belief in our Biscoff brand,” said Jan Boone, CEO, Lotus Bakeries. “We look forward to building on their commercial expertise and market-specific knowledge and presence in India, and we believe now is the right time to expand our distribution in this growing market. Additionally, we are excited to add our Biscoff® brand to one of the world’s leading chocolate companies. Our delicious flavors complement each other perfectly, and we’re confident that our shared commitment to innovation and quality will delight customers and consumers.”


<strong>Read More:</strong> <a href="https://www.storyboard18.com/how-it-works/eu-slaps-mondelez-with-366-mn-antitrust-fine-32534.htm">EU slaps Mondelez with $366 mn antitrust fine</a> 

Mondelēz International and Lotus Bakeries to expand the Biscoff brand in India

The Brihanmumbai Municipal Corporation (BMC) has proposed a draft policy for hoardings in Mumbai that includes advertisements on skywalks, balloons, stationary vehicles, and business premises, according to a report by Times of India. Mumbai's civic body has also suggested fixing the minimum distance between two large hoardings to 70 metre. For stationary vehicles, BMC has proposed the minimum distance from any other advertisement material to 30 metre and for skywalks and foot over-bridges 10ft, the English daily reported.

The crackdown on outdoor advertising, especially ad hoardings, comes in the wake of the 100-foot giant hoarding crash in Maharashtra's capital Mumbai, which killed 17 people and injured many others. 

<a href="https://www.storyboard18.com/tags/freeourskylines">Read more: FREE OUR SKYLINES</a>  

The new draft policy will also include guidelines for digitized advertisement, an official told TOI. The official said they have planned a meeting next week on digitized ads. The draft policy on hoarding will soon be placed in the public domain for suggestions and objections, the official added.

Under the new draft policy, the hoardings near high-tension wires will require a "no-objection certificate (NOC)" from the power distribution firm. And, for illuminated digitized hoarding, a NOC from the joint commissioner of traffic police will be made mandatory.

Further, BMC has also proposed to affix QR codes on billboards, scanning them will provide details relating to the date of license issuance, size of hoarding, validity, owner details, including contact.

On advertisements related to social messages by government authorities, the BMC has proposed fees. On non-payment of fees, the advertisers would be blacklisted.

On Wednesday, BMC asked license inspectors to submit reports regarding the size of the hoardings, QR codes on hoardings, and digital hoardings being switched off by 11 pm. The reports are to be submitted by June 19. "Strict action will be taken against the inspection team if any false information is found in the reports," BMC said in an official circular.


Imagine you are scrolling through your social media feed when you stumble upon an ad that seems to know you better than you know yourself. Perhaps it's a video featuring your favourite Bollywood star raving about a restaurant you've been meaning to try. This moment of personalised connection isn't just chance—it's the result of a seismic shift in advertising driven by artificial intelligence (AI). According to recent reports, AI is reshaping the advertising landscape, enabling brands to craft campaigns that resonate on an individual level.
 
In the realm of Indian advertising, such personalised experiences are becoming increasingly common, thanks to the integration of artificial intelligence (AI). AI has revolutionised the advertising landscape, empowering brands to create campaigns that resonate deeply with consumers on an individual level. These AI-driven strategies go beyond mere product promotion; they tap into community values and consumer identities, forging stronger connections between brands and their audiences.
 
Gone are the days of static, one-size-fits-all advertising. Today, AI enables dynamic and responsive campaigns that adapt in real time to engage with audiences effectively. 

Take, for example, the case of Hyundai Motor, we developed an AI chatbot for the Hyundai Verna, allowing users to engage in conversation directly with the vehicle. This innovation not only personalised user interactions but also adhered strictly to legal guidelines, ensuring the chatbot neither mentioned competitors nor made any inappropriate or controversial statements.
 
Brand visibility is no longer just about being seen; it's about being relevant and engaging in a constantly evolving marketplace. AI-powered campaigns excel at this by staying attuned to consumers' desires and behaviours, ensuring that brands remain integrated into their everyday lives. This adaptability is essential for staying competitive and maintaining relevance in a crowded market.
 
Leading companies like BoAt, Scott Eyewear, Jio BP and Johnson & Johnson across various industries are harnessing the power of AI to drive their advertising strategies. These brands are not just advertising products; they're creating immersive experiences that evolve alongside their audience. By leveraging AI, brands can craft content that resonates on a personal level, setting new standards for effective advertising.
 
In India's competitive market, having strong brand visibility is key to success. AI-driven strategies give companies an edge by offering personalized, relevant, and dynamic advertising. At the core of these strategies is the power of data-driven insights. Think of a bank that understands your financial goals and suggests investment options that match your aspirations. This is the essence of personalization. These strategies stand out, grabbing consumers' attention and making a lasting impression.
 
Looking ahead, the role of AI in advertising is poised to expand further, ushering in a new era of sophisticated and interactive campaigns. AI will not only shape creative endeavours but also inform strategic decision-making, driving innovation across the industry. Moreover, as AI integrates with emerging technologies like augmented reality and the Internet of Things (IoT), brands can expect even more seamless and personalized experiences, redefining consumer engagement in the process.
 
In this evolving landscape, AI isn't just a tool for advertisers—it's a catalyst for transformation, setting new benchmarks for creativity and effectiveness in the global market. Brands that embrace AI-driven strategies will not only enhance their visibility but also deepen their connections with consumers, ensuring long-term success in an ever-changing world.
 

<strong>Sohamm Thakkar, is the co-founder and CEO at ARtmeTech, a creative tech agency based out of Mumbai.</strong>


Brand visibility is not just about being seen; it's about being relevant and engaging

Soaring temperatures across large swaths of the country have yet again brought cheer to beer brands as tipplers guzzle on their favourite summer drink to beat the heat. But in the national capital, that froth of euphoria is tempered by a hugely insufficient number of outlets, inadequate chiller penetration and stringent excise policy.

According to industry sources, beer sales in Delhi actually fell 2.25 percent on a sequential basis in April this year. The city sold 70,101 hectolitres (hl) of beer in April against 75,340 hl in March 2024. On the other hand, beer sales in South Indian states, as well as in central and western India, remained at peak levels.

<strong>Beer brands struggle in Delhi</strong>

Despite being the capital, Delhi has issues with regard to maintaining smooth supplies of beer, especially in the peak summer months. Despite the high local demand and tourists who prefer beer in the summer months, the city reels from a beer shortage every year.

Several major beer brands have continued to struggle in Delhi due to varied reasons. According to an industry source, "Unlike other states such as Maharashtra, Karnataka Rajasthan, Haryana, Goa and Punjab, Delhi has no local source of manufacture. The city depends on supplies from outside the state. In peak season, manufacturers can only supply the surplus quantities after meeting demand in the states they manufacture or after supplies to other major profitable beer markets. In addition, the supply chain distribution is archaic. The number of retail outlets in Delhi, limited to 660, is highly inadequate to service consumer needs in normal times. Lack and ease of availability of chilled beer of known brands at outlets is a further deterrent for consumers."

In comparison, Karnataka, one of India’s key beer markets, has a free pricing system. There are around 4,000 liquor outlets in Karnataka, apart from bars, pubs, restaurants, etc, totalling 11,000 points of purchase and consumption. The state has seven breweries, not counting the slew of microbreweries that can be found across state capital Bengaluru. This has helped meet the needs of the consumers effectively and helped grow the beer category.

On the other hand, as Vinod Giri, director general of Brewers Association of India said, "Beer sales have fallen in Delhi this summer on account of grossly inadequate supplies and slow regulatory action to rectify the matter." While beer brands from smaller breweries tried to fill the gap, they could not make up for the absence of the major brands, given, among other things, their unfamiliarity with customers and their preference for known brands.

"The ex-factory prices allowed to companies in Delhi are the lowest in the country. Unless these supply-side issues are corrected, and the ex-factory prices are increased, I am afraid we will see the same shortage occur year after year," Giri said.

<strong>Beer demand and summer</strong>

The summer months are traditionally the peak season for the beer industry in India. As per experts, beer consumption between April and July constitute 60 percent of total year sales in the country. Of the total alcohol consumed in India annually, 7 percent comes from beer alone.

Coming back to the example of Karnataka, brewers in the state saw a massive growth in beer sales this summer, recording a 29.13 percent growth with 418,319 hl of the liquor sold in April this year. In Maharashtra, 338,976 hl beer was sold in April, as per industry data.

Rasagna Rao, founder of Goa-based brewery Reybier Alco Bev (RAB), who also owns microbreweries in Andhra Pradesh, said that in India, the demand for lager, both strong and mild, has witnessed a jump in recent years, and argues against the summer boost theory. According to Rao, the beer market has nothing to do with the season as the demand persists 365 days, especially in regions like Karnataka and Andhra Pradesh.

United Breweries, the maker of popular beer brands such as Heineken and Kingfisher, said it observed robust net sales fuelled by volume growth in Tamil Nadu, Telangana, Andhra Pradesh, Rajasthan, Odisha, Uttar Pradesh and Jharkhand in the fourth quarter of this year, with partial offsets mainly in Delhi and Haryana.

Corona and Budweiser maker AB InBev said that consumer preference for premium beers led to a surge in demand for premium labels. "Consumer trends indicate a rise in in-home consumption with many of them opting for beer cans for ease of use and portability,” said an AB InBev India spokesperson.

Wakefit.co today announced the launch of the Wakefit Zense range, a line of AI-powered sleep solutions. The latest launch includes two products; Regul8 and Track8. 

As part of the launch, the brand has come up with a brand film featuring Australian cricketer David Warner as Pushpa Raj from the 'Pushpa' movie. Warner's portrayal, complete with Pushpa Raj's iconic gestures, promotes Wakefit's new product, Regul8, India's first mattress temperature controller. The ad garnered global attention, including praise from Allu Arjun, the original Pushpa. 

<iframe width="560" height="315" src="https://www.youtube.com/embed/_53yxYDEddc?si=S10Y0jU1XwbTcv4f" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

Regul8 is India’s first mattress temperature controller, which uses sleep technology to change and manage the surface temperature of the mattress based on personal preferences, while Track8 is an AI-powered non-wearable (contactless) sleep tracker that gives precise and detailed insights about one’s sleep patterns. 

Ankit Garg, CEO and Co-founder of Wakefit.co, said, "All of us at Wakefit.co have been looking forward to this day, as we set foot into new terrain with an AI-powered range of sleep solutions. The Zense range was a product of a wide gap that we recognized in the Indian market, especially with our Great Indian Sleep Scorecard (GISS) showing Indians’ consistent lack of sleep every year. We are confident that the Zense range will make a significant impact on improving sleep quality across the country.”

Chaitanya Ramalingegowda, Director and Co-founder of Wakefit.co, said, “It has always been our dream to build cutting-edge sleep technology specifically for India. Regul8, and Track8, are two of many products we are launching as part of the Zense range. I am particularly proud that we have built these products in-house and made them accessible and affordable to Indians. By leveraging advanced AI and innovative design, we aim to address the unique sleep challenges faced by consumers.”

Yash Dayal, Chief Technology Officer of Wakefit.co, said, “We believe our two new products; Regul8 and Track8 address the sleep challenges faced by Indians. The two products which have been introduced in India for the first time leverage advanced technology with user-centric design and represent our goal to make sleep personalized, manageable, and accessible to customers. We aim to make sleep technology seamless, in a user-friendly way which does not disrupt everyday life, but rather improves sleep quality in a targeted manner.”
 


magicpin's office signage reads 'Boys Played Well'

After the disappointing loss, magicpin dedicated its office signage to the Indian cricket team.

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