Mother's Recipe has revamped its Ready to Cook product packaging. The new design embodies a modern and contemporary look, aiming to set a fresh and vibrant tone for the Ready to Cook range. It also aligns with the brand's values and commitments to authenticity, innovation, and consumer well-being, the company shared in a statement. 


The revised packaging features bright background colours in a matte finish, with green for all vegetarian variants, pink for all non- vegetarian variants, yellow for regional variants, and purple for seafood variants. 


The redesigned packaging specifies the cooking time for each food variant. The one-step cooking method is illustrated visually on the front bottom of the pack - simply take the pack, add water, and vegetables/paneer/chicken as desired. The back panel now has usage instructions in both Hindi and English. 


The redesigned packaging complements today's dynamic consumer base's lifestyle and tastes while still having a pleasing visual appeal, stated the company. 


The revamped Ready to Cook range is available at DMart and Reliance stores, Canteen Stores Department (CSD) and online on Big Basket and the brand's own website. 


Read More: <a href="https://www.storyboard18.com/quantum-brief/mothers-recipe-assigns-bang-in-the-middle-its-creative-duties-14147.htm">Mother’s Recipe assigns Bang In The Middle its creative duties</a>

Mother's Recipe revamps its 'Ready to Cook' product packaging

The revised packaging features bright background colours in a matte finish, with green for all vegetarian variants, pink for all non- vegetarian variants, yellow for regional variants, and purple for seafood variants.

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

Tata Digital undergoes organisational restructuring

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

Disney announces Q2 results: Streaming hits profit milestone

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

Gupshup appointments Salim Ali as chief marketing officer

Representational image via Unsplash

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

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

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

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

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

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

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

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

Amazon Prime Video confirms Aparna Purohit's exit

600 million Indian consumers embrace the open internet: Trade Desk

Piyush Pandey

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

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

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

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

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

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

Nobody’s Perfect Retro Porsche Ad

In Conversation With Raja Rajamannar, Mastercard

Shahid Kapoor And Varun Ganjoo Speaks On PokerBaazi's Campaign

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

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

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

Experts' Take On Reinvention Of Ad Campaigns Through Technology

Experts Speak On Key Emerging Trends In Cannes Lions Entries

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

In conversation with VMLY&R’s Hari Ramanathan

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”.


Read More: <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

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.


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.


From logic to magic


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.


Re-energising the brief


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


Insightful - Packed with gems and nuggets that bring the strategy to life.


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


Igniting - 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’.


What makes a great brief


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.


Keep it simple and sharp


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).


Pull out little nuggets


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’.


Bring your target person to life


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’?


Dramatise it


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!


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.

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.

The writer is the founding member and chief business officer of Atomberg. Views expressed are personal.

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

MAST

Brand: Oakley

Campaign: Be Who You Are

Agency: Brandmovers India

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

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

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

MEH

Brand: NutriGlow

Campaign: NutriGlow

Agency: In-house

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

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

Mast 

Brand - Thums Up

Agency - Ogilvy India

<iframe width="560" height="315" src="https://www.youtube.com/embed/FSFd3mw8oIg" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

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!

Meh

Brand - Casio India

Agency - 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. 

Mast

Brand: Tata Motors

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

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

Meh

Brand: Hindware

Agency: In-house

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

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

MAST

Brand: Cadbury Dairy Milk

Campaign: Cadbury Dairy Milk Bodyguard – Kissi aur ki Khushi mein shaamil hokar dekhiye

Agency: Ogilvy India

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

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

MEH

Brand: Myntra

Campaign: Myntra Big Fashion Festival

Agency: 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.

Mast

Brand: Coca Cola

Agency: 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. 

Meh

Brand: Pantaloons

Agency: Production: KITCHEN, Concept: Ogilvy

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

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. 

MAST

Brand - The Body Shop

Agency - In house

<iframe width="560" height="315" src="https://www.youtube.com/embed/FkFmgjTZJ4g" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

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. 

MEH

Brand - Levi’s India

Agency - Spring Marketing Capital

<iframe width="560" height="315" src="https://www.youtube.com/embed/vZ8pJXzA1h0" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

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. 


MAST

Brand – Bombae Fuzz Off Trimmer | Painless hair removal for women

Agency/Production House – Talented, StudioFry

<iframe width="560" height="315" src="https://www.youtube.com/embed/tJdv1KX0cPY" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

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.


MEH

Brand – Manyavar | Taiyaar Hokar Aaiye

Agency - Shreyansh Innovations

<iframe width="560" height="315" src="https://www.youtube.com/embed/FmSZL1LByzE" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

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. 

<iframe width="560" height="315" src="https://www.youtube.com/embed/mv_1W3ss408" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

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. 

<iframe width="560" height="315" src="https://www.youtube.com/embed/E3kWzRB6Yy8" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

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:

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

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.

What kind of research went behind picking the theme for this edition of the campaign?

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. 

Where did the inspiration for the execution of the campaign come from?

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>



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

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.

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?

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.

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

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. 

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

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.

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? 

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.

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.

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. 

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

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.

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

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. 

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?

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.

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

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.

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?

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

Leo Burnett and Jim Beam

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. 

Hashtag Orange and Signify India

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.

Carat India and TimesPro

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.

Bharat Media Group and Newell Brands

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.

Option Designs and CFS Vision

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.

Compiled by Kashmeera Sambamurthy

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.

Acute sleep deficit

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.

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

Market potential

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.

Agency speak 

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

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

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

<iframe width="560" height="315" src="https://www.youtube.com/embed/aR7hggnhEoU?si=CSGRsnN6UqXjDmwB" 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>

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

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

XYXX launches new campaign featuring brand ambassador and investor KL Rahul

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

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

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

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

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

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

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


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

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

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

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

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

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

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

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

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

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

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

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

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

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


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


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


<iframe width="560" height="315" src="https://www.youtube.com/embed/y-4Lg5sdVto?si=BPuTnwwjifCu-283" 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>


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



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

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

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


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


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

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


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


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


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

Chennai Super Kings tops IPL fan loyalty charts

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

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

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


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

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

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

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


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

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


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


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

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


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

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

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

Generative AI: Image Generation

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

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

Generative AI: Text Generation

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

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

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


Meta launches enhanced Gen AI features to help businesses grow

Swiggy provides insights into the nation’s ice cream craze based on ordering trends from March 01 to April 15, 2024.

 
Let's break the ice: The nation’s cravings for a frozen treat spiked this summer as Swiggy experienced a 16% increase in demand for ice creams compared to last year.


Choc-a-lot: Chocolate emerged as the undisputed favourite, followed closely by the king of summer – Mango. Other flavors in the top league include tender coconut, almond and the plain ol’ vanilla delight.

 
City chronicles: Mumbai placed the highest orders of fruit-based ice creams, tender coconut and mango ice creams are the city’s go-to. Meanwhile, Hyderabad was nuts for the nuts overload ice cream.


The 7 pm to midnight slot emerged as the golden hour for ice cream cravings, with over 6.9 lakh orders coming in during this time, followed by 4.6 lakh orders during the afternoon slot (11 am to 4 pm), stated the company.

 
Stay cool, Bangalore: In a surprising turn of events, ice cream is now also a breakfast choice. Swiggy analysis reveals about 80 thousand orders being placed during the 7 am to 11 am morning slot, with Bangalore leading the trend.


And when it comes to the debate between a tub or single scoop, the tub won with a whopping 25 percent increase since last year. Chocolate, mango, tender coconut and Sitaphal are the family favorites.

 
It's healthy: Swiggy witnessed a 70 percent increase in orders for vegan and guilt-free ice cream options compared to the previous year.


We all scream for ice cream: But a single user from Mumbai placed 141 orders this summer, containing 310 items of ice cream. 


Read More: <a href="https://www.storyboard18.com/quantum-brief/swiggy-retains-havas-as-its-media-agency-sources-18275.htm">Swiggy retains Havas as its media agency: Sources</a>

Mother's Recipe revamps its 'Ready to Cook' product packaging

The revised packaging features bright background colours in a matte finish, with green for all vegetarian variants, pink for all non- vegetarian variants, yellow for regional variants, and purple for seafood variants.

More from Storyboard18

Quantum Brief

Disney announces Q2 results: Streaming hits profit milestone

Quantum Brief

Hulu valuation dilemma: Third-party to decide price tag?

Quantum Brief

Titan shortlists potential CEO candidates; CK Venkataraman to step down next year

Quantum Brief

Indian market has unexplored opportunities: Warren Buffett

Quantum Brief

Zee Media CEO Abhay Ojha moves on, Dr Idris Loya takes over

Quantum Brief

Prasar Bharati extends deadline for OTT platform’s marketing agency bid submission

Quantum Brief

Adobe expands partnership with ethical hackers for safe AI

Quantum Brief

CCI greenlights Airtel's acquisition of Warburg Pincus Affiliate's DTH stake: Reports

Quantum Brief

EU launches investigation into Meta over potential Digital Services Act violations

Quantum Brief

Patanjali misleading ads case: Baba Ramdev exempted from personal appearance in court on next hearing