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Yahoo DSP has just announced the launch of its new Conversion API, dubbed Yahoo CAPI, aimed at simplifying how advertisers measure, attribute, and optimize their campaigns across various channels, as per reports.

This latest offering from Yahoo DSP allows advertisers to directly transmit conversion events to the platform in real-time. Underpinning this solution is Yahoo ConnectID, which offers substantial addressability through its impressive base of 232 million logged-in users in the US.

Yahoo CAPI aims to provide a unified workflow for tracking both online and offline conversions. Unlike many platforms that necessitate separate setups, Yahoo DSP is supporting advertisers to optimize their campaigns at a granular, product level. This is made possible through real-time insights, regardless of whether a conversion occurs in a physical store, on a website, or within an application. Early results indicate the impact of Yahoo CAPI, with reports of a 30-50% increase in attributed conversions for commerce media campaigns.

Advertisers can leverage their conversion data through a direct integration with Yahoo CAPI or via LiveRamp’s data collaboration platform, which serves as Yahoo CAPI’s initial integration partner, with plans for more integrations to follow. This facilitates a seamless connection between offline conversion events and online campaign exposures within Yahoo DSP.

Travis Clinger, chief connectivity & ecosystem officer at LiveRamp, commented on the launch, stating, "Through this solution, advertisers can easily upload their LiveRamp offline conversions on Yahoo DSP and close the loop on measurement, gaining a clearer understanding of how our online advertising efforts are driving offline sales. Amidst increasing pressures on advertisers’ budgets, using a CAPI enables increased campaign effectiveness – and better insights into returns – helping advertisers to make the best use of their investments and to highlight the critical role they play.”

Giovanni Gardelli, VP of ads data products at Yahoo, emphasized the company's commitment, saying, “Yahoo DSP is committed to helping advertisers navigate the evolving digital landscape with solutions that prioritise both accuracy and privacy. With the launch of Yahoo CAPI, advertisers gain more control and flexibility in how they share conversion data, ensuring optimal measurement and performance. For example, with Yahoo CAPI, a technology advertiser saw 3x more attributed conversions across different channels and devices that would have been harder to measure due to lack of cookies or advertising IDs.”



Yahoo DSP unveils conversion API for enhanced ad measurement

Varun Beverages witnessed a significant surge in profitability for the first quarter of calendar year 2025, reporting a consolidated net profit of ₹726 crore. This marks a substantial 35 percent increase compared to the ₹537 crore profit recorded during the same January-March period in 2024.

The company's revenue from operations also demonstrated robust growth, reaching ₹5,567 crore, a 29 percent rise from the ₹4,317 crore reported in the first quarter of the previous year.

Earnings before interest, taxes, depreciation, and amortization (EBITDA) climbed to ₹1,264 crore, reflecting a 27.8 percent increase from ₹989 crore in the corresponding period of 2024. However, the EBITDA margin slightly decreased to 22.70 percent from 22.90 percent. Total expenses for the quarter amounted to ₹4,730 crore, up from ₹3,690 crore in the prior year.


Commenting on the performance for Q1 CY2025 Ravi Jaipuria, Chairman, Varun Beverages Limited, said, "We are pleased to report a strong operational and financial performance in the first quarter of CY2025. Consolidated sales volumes grew by 30.1% YoY, driven by healthy organic volume growth of 15.5% in India. The integration of the SA territory has progressed well, with focused efforts on strengthening on-ground infrastructure, streamlining operations, and enhancing execution across the market. We achieved 141 million cases in SA over the trailing four quarters, marking a growth of ~13% over the same period last year."

"Historically, net realizations in SA are lower due to a higher mix of own brands; however, we are actively working to scale PepsiCo’s portfolio, which is expected to support improvements in realizations and margins going forward. We recently commenced operations at our new greenfield production facilities in Kangra (Himachal Pradesh) and Prayagraj (Uttar Pradesh), significantly enhancing capacity concurrently with the peak summer season. The implementation of other two greenfield production facilities scheduled for 2025 season in Bihar and Meghalaya is on track and shall commence the commercial production very soon. Additionally, we have established backward integration facilities at Prayagraj and DRC, further strengthening our operational backbone and supply chain efficiency."

"Building on our nascent presence in the snack food segment, we have initiated the distribution and sale of PepsiCo’s snack products in Zimbabwe and Zambia. These markets present a significant growth opportunity within the packaged foods category, supporting our focus on portfolio expansion across high-potential
regions." 




Varun Beverages' Q1 profit soars 35% to Rs 726 crore

PwC is accelerating into its next chapter by unveiling its first global brand update in over a decade. The new look will appear across advertising, sponsorships and client experiences in the coming weeks. As part of this, PwC will debut as the official consulting partner of Formula 1 this week.

“We’re entering a bold new chapter—driven by sharp thinking, deep expertise and an unwavering focus on what’s next,” said Paul Griggs, US Senior Partner. "In a world that's changing faster than ever, we are reshaping how we deliver value as we drive our clients to the leading edge."

“This brand evolution reflects the PwC our clients already experience,” said Kristin McHugh, PwC US Chief Marketing & Communications Officer. “We’ve modernized the way we show up to match the strength of what we deliver. Our strategy is clear, our capabilities are deep and our people are what make it real—and we continue to put our clients at the center of everything we do.”

"Our new global PwC brand identity is not just a visual transformation - it is a reflection of how we aspire to redefine the future for our clients, our people and our communities… and do so with momentum. This is more than a new logo or a refreshed colour palette. This is about embracing our legacy while boldly stepping into the future. It signals our commitment to leading with purpose, creating lasting impact, and empowering our people and clients to not only adapt, but lead and thrive in the face of change," said Sanjeev Krishnan, Chairman, PwC, India. 

"At this moment, PwC isn’t just evolving – we are reimagining what’s possible. This transformation is about momentum. For us in the India firm, it's about taking everything we’ve built over the last century and a half and accelerating it into the future. This is our promise: we will lead with innovation, with courage, and with a relentless drive to create value that truly matters," Krishnan added.

PwC will kick off its sponsorship with Formula 1 at the FORMULA 1 CRYPTO.COM MIAMI GRAND PRIX 2025 between May 2-4. Through a multi-year agreement, PwC will provide strategic consulting across key areas of Formula 1’s global business.


One of the firm’s latest innovations is PwC’s agent OS—a patent-pending connector for building and orchestrating Agentic AI systems. PwC’s AI ecosystem includes deep collaborations with AWS, Google Cloud, Microsoft and more, co-developing solutions that unite enterprise technology with business insight. Whether building an enterprise-wide AI strategy or solving a specific operational challenge, PwC brings AI with a business edge—designed to move clients forward, faster.



PwC unveils new brand identity in first global refresh in over a decade

Nike is under fire for its use of the phrase “Never again” in advertising that appeared along the route of the 2025 London Marathon, with critics calling the campaign tone-deaf and insensitive given the phrase’s historical association with Holocaust remembrance.

The slogan, featured on billboards saying “Never again, until next year” and “Never again, see you next year,” was part of Nike’s broader campaign “Winning Isn’t Comfortable”. The campaign aimed to capture the emotional and physical struggle of endurance athletes, drawing on common phrases used by runners to convey the grueling nature of marathon participation. 

However, the use of “Never again”, a phrase globally recognized as a vow to prevent atrocities like the Holocaust, sparked backlash on social media and from human rights advocates who deemed the repurposing of the language for commercial purposes as inappropriate.

Nike responded with an apology, stating that the intention was never to cause harm. “The London billboards were part of a broader campaign designed to motivate runners to push past what they think is possible,” a company spokesperson said. “We apologize for any offense caused.”

The controversy emerges at a time of heightened global sensitivity to antisemitism. Nike’s campaign misstep also comes amid broader efforts by the company to revive its brand momentum. 

With a 9% year-over-year decline in revenue last quarter, the sportswear giant has been doubling down on high-impact marketing. Earlier this year, it launched its “So Win” Super Bowl commercial, the brand’s first in 27 years, and a high-profile presence during NBA All-Star Weekend. These moves followed the success of its “Winning Isn’t For Everyone” campaign during the Paris 2024 Olympics, which used bold storytelling to reframe the competitive mindset.

CEO Elliott Hill told investors in March that Nike’s recent advertising investments were starting to pay off in brand visibility. 

Nike faces criticism over marathon ad campaign amid global concerns on antisemitism

For decades, city sidewalks have quietly spoken a language designed not for the many, but for the few. Tactile paving—those familiar raised lines and dots underfoot—serves as a crucial guide for the visually impaired, where lines often signal “go” and dots mean “stop.” But for those who rely on these cues, they offer only a partial map of the world around them.

Read More: <a href="https://www.storyboard18.com/advertising/global-ads-spotlight-a-powerful-tribute-to-unity-and-a-message-of-forgiveness-63425.htm">Global Ads Spotlight: A powerful tribute to unity and a message of forgiveness</a> 

In Peru, a country where approximately 1.1 million people—or 0.65 percent of the population—live with visual impairments, that challenge has long gone under-addressed. Now, a new campaign aims to change that.

Unveiled in 2024, SightWalks is a collaboration between cement manufacturers Cemento Sol and Unacem, and advertising agency Circus Grey Peru, part of the Grey Worldwide network. The initiative reimagines tactile paving as more than a basic mobility aid—it becomes a system of coded destinations.

Working in partnership with local organizations including UNCP, Cercil and Yo Soy Sus Ojos, the project redesigned sidewalks in Lima’s Miraflores district. The updated paving includes horizontal bars and a variable number of vertical lines - one, two, or three - to indicate nearby landmarks such as restaurants, banks, and grocery stores.


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“This project is about more than guidance,” said a spokesperson from Circus Grey Peru. “It’s about giving people the confidence to move independently, and safely.”

The initiative, tested with over 500 participants, also includes educational workshops, audio instructions, and Braille brochures to ensure the new symbols are understood and usable. The campaign is open-source, intended for adoption by other cities around the world.

For its ingenuity and humanitarian focus, SightWalks received the Grand Prix in Design at the 2024 Cannes Lions International Festival of Creativity—one of the advertising world’s highest honors.

At its core, the campaign is a striking example of inclusive design meeting social impact, transforming what was once a flat piece of sidewalk into a message of mobility, autonomy, and dignity.

Read More: Global Ads Spotlight: <a href="https://www.storyboard18.com/advertising/global-ads-spotlight-when-science-meets-silliness-and-the-curious-case-of-the-anti-murphys-law-toast-63630.htm">When science meets silliness and the curious case of the Anti-Murphy's Law Toast</a>

Global Ads Spotlight: In Peru, a new path forward for the visually impaired with SightWalks

Snap Inc., the parent company of Snapchat, announced financial results for the quarter ended March 31, 2025, on Tuesday. It reported slightly better-than-expected revenue for the first quarter but withheld guidance for the current period, citing growing uncertainty in the advertising market amid broader economic challenges. 

“We surpassed an important milestone in Q1, with our community growing to over 900 million monthly active users,” said Evan Spiegel, CEO. “Quarterly revenue increased 14% year-over-year, driven by the progress we have made with our direct-response advertising solutions, continued momentum in driving performance for small and medium sized businesses, and the growth of our Snapchat+ subscription business.”

The company generated $1.36 billion in revenue in the quarter ending March 31. Despite the modest beat, Snap declined to provide a sales forecast for the second quarter, warning that macroeconomic volatility could weigh on advertising demand. Chief Financial Officer Derek Andersen told investors on an earnings call Tuesday that some advertisers are scaling back in response to changes in U.S. trade policy.

Despite the economic pressures, Snap reported some bright spots. Its advertiser base grew 60 percent compared with the same quarter last year, and direct response ads, those that drive specific user actions like purchases, accounted for 75 percent of its ad revenue, the highest share to date.


Q1 2025 Financial Summary

• Revenue was $1,363 million, compared to $1,195 million in the prior year, an increase of 14% year-overyear.
• Net loss was $140 million, compared to $305 million in the prior year.
• Adjusted EBITDA was $108 million, compared to $46 million in the prior year.
• Operating cash flow was $152 million, compared to $88 million in the prior year.
• Free Cash Flow was $114 million, compared to $38 million in the prior year.

Key Highlights

• Reached more than 900 million monthly active users (MAU)
• Daily active users (DAU) were 460 million in Q1 2025, an increase of 38 million, or 9%, year-over-year.
• The number of views on Spotlight posts les than 24 hours old doubled year-over-year—which contributes to a
• Total active advertisers grew by 60% year-over-year in Q1.
• SKAdNetwork reported app purchases grew more than 30% year-over-year in Q1.
• Rolled out improvements to our automated Target Cost (tCPA) bidding strategy, leveraging ML technology to
help advertisers achieve more consistent cost-per-action results.
• Expanded our Agency Partner Program to agencies of all sizes
• Began early testing of Sponsored Snaps in auction in Q1 as Snap looks to expand Sponsored Snaps to additional bidding objectives.
• Launched our new brand suitability solutions, giving advertisers even more control when it comes to content
adjacency.
• Other Revenue, the majority of which is Snapchat+ subscription revenue, increased 75% year-over-year in Q1

Snap posts modest revenue beat, warns of economic headwinds as advertisers pull back

Let’s take a moment to recall life’s more humbling spectacles - spilled coffee on a white shirt, tech failures just before big presentations, and, of course, toast taking a nosedive, butter-side down. It’s as if the universe has a personal vendetta. Enter: Murphy’s Law, that dour little dictum that insists “anything that can go wrong, will.”

Now, pivot briefly to your kitchen floor, where a dropped cookie stares back at you in silent judgment. The five-second rule - our flimsy culinary superstition - claims that food is safe from bacterial ambushes if rescued promptly. But does science agree? And more importantly, does toast have to fall butter-side down?

Enterogermina, a probiotic brand with a flair for drama and a disdain for Murphy, decided to find out. Enlisting Robert Matthews, physicist, occasional myth-buster, and recipient of the 1996 Ig Nobel Prize for his work on, yes, Murphy’s Law and the gravitational cruelty of toast, they launched the The Anti-Murphy's Law Toast campaign.

This wasn’t your average brand stunt. It came complete with a 10-minute documentary, a 12-Michelin-star baker (Nuno Garcia), and enough physics to make Newton blink twice. The mission? To craft a slice of toast that would refuse to follow fate’s buttery blueprint.

Matthews begins with 100 failed toast drops, each one a somber confirmation of the law he once famously proved. But where pessimism could have prevailed, he chose instead to roll up his sleeves and, with a dream team of scientists and bakers, turn probability into pliability.

Tables were resized, toast dimensions adjusted, and aerodynamics debated. Equations flew, flour dust settled, and through a methodical blend of culinary design and scientific mischief, they achieved the improbable: a toast engineered to land butter-side up.

But this wasn’t just about rebelling against the laws of breakfast. The campaign also toyed with the infamous five-second rule, polling public opinion on just how long is “too long” when rescuing rogue snacks from the floor. (Spoiler: bacteria don’t carry stopwatches.)

In the end, the “Anti-Murphy’s Law” campaign serves more than a side of toasted triumph - it’s a reminder that while life may lean toward chaos, a little curiosity, collaboration, and crusty ingenuity can flip the script. Sometimes, with the right team and just the right angle, the toast does land your way.

WATCH 

Created by the agency MRM Spain, the Anti-Murphy's Law Toast campaign includes a documentary that takes viewers behind the scenes of this unique project. The film explores the scientific research that inspired the idea and features insights from microbiology expert Simon Baines, who discusses the truth behind the five-second rule.

<iframe width="560" height="315" src="https://www.youtube.com/embed/uXuBqRWJLZY?si=SihNLKWuxRSgZRPD" 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/advertising/global-ads-spotlight-a-powerful-tribute-to-unity-and-a-message-of-forgiveness-63425.htm">Global Ads Spotlight: A powerful tribute to unity and a message of forgiveness</a>

Global Ads Spotlight: When science meets silliness and the curious case of the Anti-Murphy's Law Toast

82.5 Communications has won the account for Tata Coffee Grand Cold Coffee and Himalayan natural mineral water after a multi-agency pitch. As its creative partner to drive long term growth and momentum, 82.5 Communications will be responsible for managing the offline, digital and social mandates across the portfolio.


Mayur Varma, chief creative officer, 82.5 Communications India said, "Coffee has exploded! Tata Coffee Grand Cold Coffee is not just keeping up, it’s adding a punch. It’s a great opportunity to ride the cold coffee craze and give this generation the quirky fuel they need to rewrite the rules. Coffees exploded! Tata Grand Cold Coffee is not just keeping up, it’s adding a punch. It’s a great opportunity to ride the cold coffee craze and give this generation the quirky fuel they need to rewrite the rules.” 


Anuraag Khandelwal, chief creative officer, 82.5 Communications India also believes this is a great opportunity to immortalize the purity of Himalayan Water. He says, “The ambition at Tata Consumer Products’ Himalayan Water is as bold as the terrain it comes from, and we at 82.5 Communications share the same ambition. It’s thrilling to partner with a brand that’s not just aiming high but aiming right.” 


The collaboration is expected to help develop and execute integrated marketing campaigns, enhance the digital presence, manage social media and most importantly tap into the Indian Rising GenZ Gen Alpha mindset.


Chandana Agarwal, president - North and East, 82.5 Communications India says, “Coffee and water brands? Talk about a thirst-quenching opportunity! We're absolutely buzzing to be working with such a prestigious brand. We're ready to brew up some seriously creative campaigns and make a splash in the market. Consider this the beginning of a beautiful, and hopefully caffeinated, friendship!"


Read More: <a href="https://www.storyboard18.com/agency-news/82-5-communications-wins-creative-mandate-of-bacardi-india-50567.htm">82.5 Communications wins creative mandate of Bacardi India</a>

82.5 Communications India win Tata Consumer Products' creative mandate

Rediffusion Kolkata has won the creative and strategic communications mandate for Prabhuji Pure Food, one of India’s FMCG brands in the traditional snacks and sweets segment.


Rediffusion will work closely with the Prabhuji team to build a strong and differentiated brand voice that stands for authenticity, quality, and cultural rootedness. As the brand prepares to scale its presence nationally and strengthen its consumer connect across evolving market segments, the agency has been entrusted with the end-to-end strategy, from brand positioning to integrated campaigns and content across media platforms. 


Shah Rukh Khan and Rashmika Mandhana are both the brand ambassadors for Prabhuji. 


Abhinav Agarwal, head of brand and marketing, Prabhuji Pure Food said, “Rediffusion came to us with a sharp understanding of our category, audience, and ambitions. We believe they are the right creative partners to help us shape the next phase of our journey – one that’s driven by both tradition and transformation. We look forward to working hand-in-hand to take Prabhuji into many more homes across India.”


Pramod Sharma, NCD, Rediffusion Kolkata, noted, “This is a brand with a powerful emotional quotient. Our creative approach will tap into that sentiment – creating stories that make people smile, crave, remember, and most importantly, connect.”


Asheesh Malhotra, executive director, Rediffusion, commented, “Prabhuji is more than just a food brand – it is a part of India’s cultural fabric. At Rediffusion, our job will be to honour this legacy while helping the brand speak to the evolving preferences of newer audiences. From traditional touchpoints to digital narratives, we aim to build a cohesive brand that is both beloved and future-ready.”


Sreeparna Gupta, head of Rediffusion Kolkata office, added, “We’re excited to take on this challenge. Our focus will be on helping Prabhuji build brand love not just through what it makes, but through what it means to its consumers – joy, comfort, festivity, and flavour that’s familiar yet fresh.”


The coming months will see the rollout of a new integrated brand campaign, packaging innovations, and digital engagement strategies designed to reinforce Prabhuji’s value proposition across India. Rediffusion’s mandate also includes helping the brand define its identity in Tier 1, 2, and 3 markets through locally nuanced messaging.


Read More:

Rediffusion Kolkata wins the creative mandate of FMCG brand Prabhuji

Amid the scenic backdrop of the Krishna River in Vijayawada, Andhra Pradesh, a striking, larger-than-life installation captures the attention of onlookers, a massive teapot that serves as both a work of art and a tribute to the brand’s deep roots in Indian classical music. As steam rises from the teapot, it travels through a hidden flute, producing the serene strains of the Hamsadhwani raga. The installation, a part of the ongoing efforts by Hindustan Unilever (HUL) to elevate its Taj Mahal Tea brand, not only enlivens the atmosphere but reinforces the brand’s longstanding association with the rich cultural tapestry of Indian classical music.

The immersive experience marks the latest in a series of marketing initiatives designed to resonate with both the local community and a wider audience. In 2023, a rain-activated billboard outside the Vijayawada railway station featured a santoor whose strings played the Raag Megh Malhar when touched by raindrops, earning it a prestigious Silver Lion at the 2024 Cannes Lions International Festival of Creativity.

Both the "Chai Bansuri" installation and the Megh Santoor campaign were conceived through a collaborative effort between HUL, Ogilvy India, and Mindshare, with the city of Vijayawada chosen as the focal point. The decision to highlight this particular city, according to Ishtpreet Singh, head of beverages at HUL, is rooted in Vijayawada’s prominence as a key market for Taj Mahal Tea, a brand that commands a significant share of the company’s national volumes.

For Ogilvy’s executive creative directors, Fritz Gonsalves and Jayesh Raut, the city’s importance was integral to the campaign’s direction. As they explained in a conversation with Storyboard18, the goal was not only to strengthen the connection with the people of Vijayawada but also to create an experience that would be unforgettable, one that would stand out and become a point of pride for the local community.


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The Chai Bansuri concept, an ambitious blend of art, heritage, and innovation, was born from a desire to build on the success of previous campaigns, particularly the Megh Santoor, by creating something grander, more immersive, and with a lasting "wow" factor. Singh elaborated on the brand's core philosophy of Sukoon ke Pal, moments of tranquility where music, flavor, and serenity converge to craft an experience that lingers long after the last sip of tea.

Over the span of eight months, a diverse team worked diligently to bring the concept to life, collaborating with musicians like percussionist Taufiq Qureshi and flautist Hrishikesh Majumdar, as well as engineering experts. Their task was to translate the essence of Hamsadhwani, a raga of Carnatic music, into a sensory experience that was both visually captivating and sonically entrancing.

The creative team, led by Ogilvy, encountered multiple challenges in the technical execution of the installation. Early prototypes were abandoned when materials like wood and PVC failed to meet the necessary specifications. It was only when they turned to metal, refined through technical adjustments, that the campaign’s vision began to materialize. The final result, a teapot-shaped structure that mirrored the dome of the Taj Mahal, became both a symbol of the brand and a marvel of engineering. With the ability to hold 500 liters of water, the teapot boiled 200 liters of tea during its inaugural launch, generating enough steam to create a consistent pressure necessary to produce the raga for its entire duration.

The musical notes, guided by Qureshi, evokes images of serene riverbanks surrounded by lush greenery, an apt metaphor for Vijayawada itself, which lies on the banks of the Krishna River. Qureshi’s decision to feature Hamsadhwani was informed by his deep connection to the landscape and the feeling the music inspired. The flute, a fitting instrument for the occasion, amplified the beauty of the raga, further enriching the experience.

Despite mostly positive reactions on social media, some detractors criticized the campaign as mediocre. In response, Ogilvy’s creative directors invited critics to visit Taj Mahal Tea’s Instagram page, where the campaign had been widely celebrated for its beauty and innovation. The team is hopeful that the campaign will achieve similar acclaim to Megh Santoor, which earned accolades at last year’s Cannes Lions.

As the brand continues to innovate and engage with its audience in creative ways, Chai Bansuri stands as a testament to the power of combining tradition with technology to create a uniquely Indian experience. one that resonates with both local pride and global recognition.

Credits:


Client: Shiva Krishnamurthy, Executive Director, Foods & Refreshment, Hindustan Unilever; Ishtpreet Singh, Vice President, Unilever; Vamika Singh, Brand Manager, Unilever


Chief Creative Officers: Kainaz Karmakar, Harshad Rajadhyaksha, Sukesh Nayak


Creative Team: Fritz Gonsalves, Jayesh Raut, Ricardos Vaz, Ketan Kadam, Soumyanshu Behera


Associate President: Nikhil Mohan


Account Management Team: Shrenika Ajeet, Neville Katrak, Satvik Dabholkar


Head, Creative Tech: Rajneesh Bolia


Creative Tech Team: Vaishali Mange, Hitesh Patil


Read More: <a href="https://www.storyboard18.com/quantum-brief/get-real-do-good-be-unmissable-huls-shiva-krishnamurthy-decodes-companys-marketing-strategies-15844.htm">Get Real, Do Good, Be Unmissable: HUL’s Shiva Krishnamurthy decodes company's marketing strategies</a>

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