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Consolidation or Collision? How ad land’s mergers create crisis of overlapping of leadership roles

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

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

In conversation with VMLY&R’s Hari Ramanathan

In the era of Instagram filters, perfectly curated lives, and viral beauty standards, the ugly truth is that many young people are suffering in silence. 

As social media platforms expand, so does the bombardment of toxic beauty content. According to recent studies, three out of five kids are experiencing mental health issues triggered by what they see online. 

Also Read: <a href="https://www.storyboard18.com/brand-marketing/global-ads-spotlight-apples-shot-on-iphone-little-garlic-shapeshifting-ad-that-took-the-internet-by-storm-64595.htm">Global Ads Spotlight: Apple's "Shot on iPhone - Little Garlic" shapeshifting ad that took the internet by storm</a>

Depression, anxiety, and self-harm are rising, and suicide was reported as the second leading cause of death among 10-34-year-olds in 2018. In short, the stakes are incredibly high.

This is where Dove and Ogilvy’s campaign came in, with a mission to shine a light on the mental health crisis stemming from toxic beauty standards. And, let’s just say – they didn’t just make an impact. They made a statement that resonated far beyond the realm of advertising.

The campaign: A real story told through real footage

Dove’s "Cost of Beauty" is at the forefront of challenging traditional beauty standards. In this campaign, they flipped the script. Instead of a fictional narrative, they showcased the real-life struggles of Mary, a young woman whose life spiralled into an eating disorder after exposure to harmful beauty content on social media.

<iframe width="560" height="315" src="https://www.youtube.com/embed/GifRnX2Rrjk?si=GW_XV-hsXybEDQGd" 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>

What makes this film different from the usual celebrity-driven advertisements? It was entirely built from Mary’s own photos, videos, and journal entries that spanned over a decade. The use of real, raw material brought an authenticity to the story that was impossible to ignore. 

Set to a hauntingly emotional female cover of Joe Cocker’s "You Are So Beautiful to Me," the video traced Mary’s descent into self-doubt and body image issues, triggered by her growing obsession with social media.

As Mary’s story unfolded, it became painfully clear: this wasn’t just her issue. It was the story of millions of girls around the world who had fallen victim to the very same pressures. The film ended with a powerful call to action, urging viewers to sign the petition supporting the Kids Online Safety Act.

Success and impact

Dove’s campaign didn’t need a celebrity endorsement to go viral – it did so on its own merit. The film launched organically, and within 10 days, it amassed a staggering 9.13 million combined views across Dove’s social media channels (Instagram, TikTok, YouTube). This was the brand’s most successful organic video of all time, with a 157% increase in followers compared to the previous period.

Beyond the social media buzz, the campaign generated a massive 2.5 billion earned media impressions, with 190 placements across major outlets like NBC, Women’s Health, and Teen Vogue. 

The film was widely shared by influencers, policymakers, and even high-profile figures like Senator Richard Blumenthal and best-selling author Faith Popcorn, which only amplified its reach.

Also Read: <a href="https://www.storyboard18.com/advertising/global-ads-spotlight-in-peru-a-new-path-forward-for-the-visually-impaired-with-sightwalks-63796.htm">Global Ads Spotlight: In Peru, a new path forward for the visually impaired with SightWalks</a>

But a campaign’s true power lies in its ability to spark real-world change. Dove not only exceeded its target of gathering 50,000 petition signatures for the Kids Online Safety Act, but it also saw a remarkable 300 signatures per hour rolling in.

Awards and recognition

Unsurprisingly, the campaign earned widespread acclaim from industry experts. At the 2023 Cannes Lions Festival, the film clinched a Gold Lion, further solidifying Dove’s reputation as a brand that doesn’t just sell beauty products – it advocates for positive change in the beauty industry and beyond.

Dove’s campaign isn’t just a film – it’s a movement. By humanizing the issue and using real stories, they’ve managed to strike a chord with viewers in a way few brands can. 

The campaign’s ability to go viral without the need for a celebrity endorsement, its massive social media success, and its direct call to action for political change is proof that advertising can do more than just sell. It can challenge norms, spark change, and, most importantly, make the world a better place.

Also Read: <a href="https://www.storyboard18.com/advertising/global-ads-spotlight-mastercards-wheretostart-a-digital-tool-to-help-ukrainian-refugees-rebuild-63947.htm">Global Ads Spotlight: Mastercard’s ‘WhereToStart’ - a digital tool to help Ukrainian refugees rebuild</a>

Global Ads Spotlight: How Dove's 'Cost of Beauty' campaign tackled beauty ideals and mental health crisis

Online food delivery platforms have made ordering meals easier than ever, but a recent complaint on social media has highlighted a frustrating experience for one customer. A woman alleged that she was repeatedly "scammed" by a restaurant listed on Zomato, as her order arrived incomplete three times in a row. She took to X (formerly Twitter) to share her grievance, expressing disappointment over missing items and the company's lack of response.

The user, Moni (@Moni848202), posted about the issue on Monday, 17th February, tagging Zomato’s official handle to seek a resolution. She claimed that despite ordering a full meal, the restaurant failed to deliver roti on multiple occasions.

"This is a complaint, yesterday I got scammed by restaurant thrice. How can this happen repeatedly man. And I have not got any response from your team. Yesterday I ordered the items in the attached photo but I didn't received all the items [sic].”

<blockquote class="twitter-tweet">Hey <a href="https://twitter.com/zomatocare?ref_src=twsrc%5Etfw">@zomatocare</a> <a href="https://twitter.com/zomato?ref_src=twsrc%5Etfw">@zomato</a> <a href="https://twitter.com/zomatoin?ref_src=twsrc%5Etfw">@zomatoin</a> This is a complaint, yesterday I got scammed by restaurant thrice. How can this happen repeatedly man. And I have not got any response from your team. Yesterday I ordered the items in the attached photo but I didn&#39;t received all the items. <a href="https://t.co/1uZzLChScd">pic.twitter.com/1uZzLChScd</a>&mdash; Moni (@Moni848202) <a href="https://twitter.com/Moni848202/status/1891545476140310720?ref_src=twsrc%5Etfw">February 17, 2025</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

Along with her complaint, she attached photos of the incomplete order and expressed frustration over being unable to contact customer support. She even said she would uninstall the app due to her negative experience.

"Roti from the order was missing and I can't even speak to your executive. This happened thrice @zomatocare. Should I uninstall your app because same process is repeating or you can do something? Photos are attached [sic]."

Zomato Responds, But No Resolution Yet
Zomato acknowledged Moni’s complaint, assuring her that they were looking into the matter. However, as of now, no further update has been provided regarding any resolution.

"Hey Moni, we completely understand how frustrating it must be to receive an incomplete order. We’re committed to making this right for you. Please give us some time to look into this, and we’ll get back to you with an update shortly [sic].”

The incident has once again brought attention to issues of customer service and accountability on food delivery platforms, with users expecting quicker responses and stricter policies to prevent such errors. Whether Moni will receive compensation or a proper resolution remains to be seen.

Woman alleges Zomato ‘scammed’ her 3 times by repeatedly missing items from orders

FMCG player Adani Wilmar's third quarter profit soared 104% year-on-year (YoY) to Rs 411 crore, while revenue from operations increased 31% YoY to Rs 16,859 crore. The company had the best-ever trailing-twelve-months (TTM) performance with operating EBITDA at INR 2,390 crores and PAT at INR 1,192 crores on TTM basis.The company achieved a healthy volume growth of 5% YoY in Q3 FY’25, despite significant price-hikes driven by a surge in raw material costs. 

The company recorded revenue of INR 16,859 crores in Q3’25, which is a growth of 31% YoY with an underlying volume growth of 5% YoY. Edible oils and Food & FMCG segments delivered strong double-digit revenue growth of 38% YoY and 22% YoY respectively. The company has been delivering strong profits over the last five quarters. For Q3’25, operating EBITDA was at INR 792 crores and a PAT of INR 411 crores. The company has been expanding its distribution network to access more towns, reaching over 43K rural towns directly by the end of December 2024. This marks a substantial progress from just over 5,000 towns in March 2022. The goal is to reach over 50,000 rural towns by the end of FY’25 and drive the penetration of outlets as well as volume offtake in these new outlets. 

In Q3, revenue from alternate channels increased at a strong double-digit rate YoY, with revenue over the past 12 months at around ₹3,300 crores. The e-commerce (including quick commerce) sales volume continued to grow rapidly at 41% YoY. The company enhanced its capabilities in leveraging data and data visualization for better decisionmaking, resulting in improved fulfillment rates and more efficient ad spends. This also Press Release – Q3 FY25 adani wilmar forahutthygrowingnatlon fortune provided better visibility of competitors' pricing, allowing us to price our products more effectively. By leveraging strong sell-through rates, we have proactively expanded our product assortment in this channel across all markets. This channel is also facilitating the rapid growth of value-added products such as Fortune Pehli Dhaar Mustard Oil, Fortune Xpert, Sharbati Atta, Poha and Biryani Kit. 

The HORECA channel grew at a volume growth rate exceeding 35% for YTD FY’25, generating over INR 600 crores in revenue on a Last Twelve Months (LTM) basis, with a well-balanced contribution from both edible oils and foods. Furthermore, the company is developing a network of HORECA wholesalers to meet the demand from smaller customers. 

The company has launched a year-long celebration for the 25th anniversary of the 'Fortune' brand, with digital storytelling and consumer campaigns, aimed at strengthening consumer trust in the brand. We have done one-of-its-kind activation at Ayodhya, where MyFM radio collected over 6-lakh diyas (lamp) from people, which were lit during Diwali festival using our Fortune Kachi Ghani Mustard Oil, fostering greater engagement with our brand. 

Commenting on the results, Mr. Angshu Mallick, MD & CEO, Adani Wilmar Limited said: 
“The Company’s revenue grew by 31% YoY to INR 16,859 crores. We have delivered another strong quarter, with double-digit growth in both edible oils and Food & FMCG segments. The edible oils revenue grew by 38% YoY and the Food & FMCG revenue grew by 22% YoY. 

Additionally, the company has significantly expanded its direct rural coverage crossing 43,000 rural towns as of December ’24, up from 5,000 towns in March 2022, positioning us well for future growth. E-commerce revenue has grown by 41% YoY on TTM basis. The company has made strong inroads in the South, with a 15% YoY volume growth in branded products during Q3. Additionally, the 'Fortune' brand is celebrating its 25th anniversary with a year-long series of consumer campaigns to mark this significant milestone.”

Adani Wilmar posts record ₹16,859 crore revenue, 31% YoY growth in Q3 FY25

Fevicol maker Pidilite Industries has announced its Quarter 3 result for fiscal year 2025. The adhesives giant reported a marginal rise in its standalone profit in Q3 (October-December) in FY 25. According to the company's balance sheet, Pidilite Industries' profit increased by 2.22 percent to Rs 534.50 crore in Q3. 

The company's revenue from operation increased to Rs 3,099.08 crore compared to Rs 2,834.47 crore in Q3 FY 24 driven by adhesives & sealants at 55 percent.

On a consolidated basis, Pidilite Industries saw a profit of Rs 557.08 crore in Q3 FY 25 compared to Rs 510.92 crore in the same period last fiscal.

<a href="https://www.storyboard18.com/brand-makers/fevicol-maker-pidilite-industries-sudhanshu-vats-on-marketers-underutilizing-first-party-data-54223.htm">Fevicol-maker Pidilite Industries’ Sudhanshu Vats on marketers underutilizing first-party data</a>

According to Pidilite Industries, domestic subsidiaries delivered double-digit revenue growth with improvement in EBITDA margins.

The consumer and bazaar segment of the domestic subsidiaries reported a 20 percent increase in net sales to Rs 129.6 crore in Q3 FY 25. 

Whereas, business-to-business segment registered a 13 percent jump in net sales to Rs 103.1 crore in Q3 FY 25 in Q3 FY 25 compared to Rs 91 crore in the corresponding quarter last fiscal.

<a href="https://www.storyboard18.com/brand-marketing/pidilite-industries-consolidated-net-profit-ups-17-8-in-q2-fy25-revenue-surges-to-rs-3234-crore-45967.htm">Pidilite Industries’ consolidated net profit ups 17.8% in Q2 FY25, revenue surges to Rs 3,234 crore</a>

In contrast, the global subsidiaries (excluding Pidilite USA and Pulvitec Brazil) reported modest sales growth in Q3 due to economic uncertainty, inflation, and political instability in some countries.


Established in 1959, Pidilite has 14 domestic subsidiaries 19 overseas subsidiaries, and 1 joint venture. The maker of M-Seal, Dr. Fixit, and other brands recorded Rs 10,342 crore of revenue in FY 24. 

Pidilite Industries' shares were up 8.32 percent to Rs 2,988 a piece on Thursday morning at 10.20 am following the Q3 earnings.

Fevicol maker Pidilite Industries reports marginal rise in Q3 profit, revenue increases 9%

Shares of United Breweries, the maker of Kingfisher beer, rose by 5% on 20 January after the company announced its decision to immediately resume the supply of beer to Telangana Beverages Corporation Limited (TGBCL).

In a statement to the stock exchange, United Breweries described the move as an "interim decision" made in the "interest of consumers, workers, and stakeholders." The company stated:
"We have been in talks with TGBCL, and these have been constructive discussions. TGBCL has assured us that our concerns regarding pricing and outstanding payments will be addressed within a defined timeframe. Based on these assurances, we have decided to restart supplies to TGBCL for the time being."

This development follows United Breweries' earlier announcement on 8 January that it had suspended the supply of beer to TGBCL due to unresolved issues. The company had cited the lack of a basic price revision since 2019-2020, which led to significant financial losses, as well as overdue payments from TGBCL for previous beer supplies.

After the 8 January announcement, United Breweries’ shares had dropped over 4%. However, the decision to resume supply has positively impacted market sentiment, with shares rising 5% to trade at ₹2,052 by 11:18 am on 20 January. Over the past year, the company’s shares have shown an overall increase of approximately 10%.

This resumption of supply highlights a significant step forward in United Breweries’ negotiations with TGBCL. While the company awaits further resolution, the decision is expected to provide temporary relief for all parties involved, including consumers and employees.

<a href="https://www.storyboard18.com/brand-marketing/united-breweries-suspends-beer-supply-to-telangana-beverages-corporation-52729.htm">Read more: United Breweries suspends beer supply to Telangana Beverages Corporation</a>

United Breweries shares climb 5% as beer supply to Telangana resumes

Disney+ Hotstar has joined forces with Coldplay to present their iconic Music of the Spheres World Tour concert live to audiences across India. As the band prepares for their largest-ever stadium performance in Ahmedabad on Republic Day, the platform redefines the future of entertainment by democratizing access to high-quality experiences, enabling fans to experience this monumental event on every screen across the country.

Leveraging its extensive reach and cutting-edge technology, Disney+ Hotstar will stream the concert in stunning quality, delivering a seamless and immersive experience that brings the dynamic energy of a live performance straight to the audience. Creating a true #ParadiseForAll, the experience will extend beyond the concert itself, offering subscribers exclusive behind-the-scenes access to the band. 

Speaking on the collaboration, Sanjog Gupta, CEO, JioStar – Sports, said, “At Disney+ Hotstar, we have revolutionised India's entertainment and sports consumption by captivating viewers with unparalleled immersive experiences and consistently delivering value to our partners, advertisers and audiences. Our partnership with Coldplay reflects our commitment to bringing iconic cultural experiences to audiences nationwide. By leveraging our advanced technology and unmatched reach, we are breaking the barriers around privileged access to premium entertainment, and making it available for all, fostering a shared celebration across the country.”

In the announcement shared by the platform, the lead singer of the band, Chris Martin, expressed, “Namaste to all our friends in India. We’re thrilled to share that on the 26th of January, our show from Ahmedabad will be streaming live on Disney+ Hotstar, so you can watch it from anywhere in India. We hope you’ll join us – we’re so excited to visit your beautiful country. Sending lots of love!”

The Ahmedabad performance of Coldplay’s globally acclaimed Music of the Spheres World Tour is part of the band’s record-breaking journey that has reshaped the live music landscape. Recognized as the highest-grossing rock tour of all time, the tour is a celebration of music, sustainability, and creativity.

With the power to create personalized, high-impact solutions, brands can forge deeper, more meaningful connections with their audience through the most immersive musical evening of all time.

The live stream is presented in conjunction with Cisco, the worldwide technology leader. 


Coldplay Live in Ahmedabad to be streamed on Disney+ Hotstar this Republic Day

The use of AI is globally popular. It is being used now by political parties in India as well to generate content and advertisements to promote their campaign further and reach more masses. However, in a recent advisory issued by the Election Commission of India, it has been instructed that use of 'AI labelling' is necessary whenever generating content for political promotional purposes.

During the recently held 2024 Lok Sabha Elections, the Election Commission issued guidelines on 6th May 2024 for the responsible and ethical use of social media platforms. The aim of the guidelines was to prevent political parties and their representatives from disrupting a fair playing field by using “deep fakes” or AI-generated distorted content. They also sought to ensure strict compliance in avoiding any misuse of such technology during the Model Code of Conduct (MCC) period in the General Elections.

Recently issued instructions by the ECI said, "However, now considering the deepening influence of AI generated/synthetic content in shaping public opinion, the Election Commission of India advises all Political Parties and their leaders, candidates and star campaigners to also take necessary measures for prominent labelling of AI-generated/synthetic content, if any, being shared for campaigning through their social media platforms and other media platforms. Prominent and easily discernible labelling of AI-generated content would ensure responsible and transparent campaigning and informed voters."

The parties now have to clearly label any images, videos, audio, or other materials created or significantly modified using AI technologies must be clearly marked with labels such as “AI-Generated,” “Digitally Enhanced,” or “Synthetic Content.” Campaign advertisements or promotional content, whether shared online or on other platforms, must include disclaimers whenever synthetic content is used.

<a href="https://www.storyboard18.com/brand-marketing/microsoft-pledges-3-billion-for-ai-push-in-india-52537.htm">Read: Microsoft pledges $3 billion over two years for AI push in India</a>

Election Commission's advisory to political parties, 'Use label if content is AI generated'

Delhivery has rolled out a new service called Rapid Commerce, aimed at meeting the growing demand for ultra-fast deliveries. This service, which offers delivery in under two hours, has been launched in Bengaluru and is already managing over 300 orders a day.

Designed for Direct-to-Consumer (D2C) brands, retailers, and e-commerce platforms, Rapid Commerce allows businesses to deliver products much faster than traditional e-commerce timelines, which usually take several days. The service targets sectors such as beauty and personal care, fashion, and electronics, offering customers quicker access to products and improving their overall shopping experience.

Ajith Pai, Chief Operating Officer (COO) at Delhivery, explained, “Rapid Commerce enables leading D2C brands to deliver a better experience while building stronger customer loyalty. Using our network of shared in-city rapid stores, brands can give consumers faster access to a wide range of products at efficient costs.”

After a successful launch in Bengaluru, Delhivery plans to expand the service to other major cities, including Hyderabad, Chennai, the NCR, Mumbai, Pune, and Ahmedabad, in the coming months. This new offering is expected to help brands across various categories deliver products to their customers within hours of an order being placed.

<a href="https://www.storyboard18.com/brand-marketing/asus-brings-quick-commerce-to-indian-consumers-with-zepto-53497.htm">Read: ASUS brings quick commerce to Indian consumers with Zepto</a>

<a href="https://www.storyboard18.com/brand-makers/2025-the-year-of-advanced-payments-systems-fueling-quick-commerce-says-razorpays-rahul-kothari-52012.htm">Read: 2025 - The Year Of...: Advanced payments systems fueling quick commerce, says Razorpay's Rahul Kothari</a>

Delhivery launches new 2-hour 'Rapid Commerce' service for faster deliveries

The Ministry of Corporate Affairs has approved the incorporation of Swiggy Sports Private Limited, a wholly owned subsidiary of Swiggy, officially allowing the company to begin operations.

In a regulatory filing dated 15 January 2025, Swiggy announced, “The Ministry of Corporate Affairs, Central Processing Centre, has approved the incorporation of Swiggy Sports Private Limited. The new entity will focus on team ownership, talent development, event organisation, facility management, broadcasting, sponsorship rights, and promoting sports through various business models.”

This development marks Swiggy’s ambitious entry into the sports industry, with a comprehensive strategy that includes:

Broadcasting and Sponsorship: Acquiring rights and securing sponsorship deals to enhance visibility and revenue.

Team Ownership and Management: Investing in and overseeing sports teams across multiple disciplines.

Talent Development: Supporting and nurturing young athletes.

Facility Operation: Developing and running modern sports facilities.

Event Organisation: Hosting and managing large-scale sporting events.

Career Services: Offering guidance and opportunities to athletes.

This move signals Swiggy’s intent to expand beyond food delivery, aiming to establish itself as a key player in India’s growing sports ecosystem.

<a href="https://www.storyboard18.com/brand-marketing/swiggy-unveils-standalone-app-snacc-for-15-minute-food-delivery-52702.htm">Read: Swiggy unveils standalone app 'Snacc' for 15-minute food delivery</a>

Swiggy ventures into sports with new subsidiary, Swiggy Sports

On January 10, Dabur India received a notice from the Delhi High Court after Capital Foods, part of the Tata Group, filed a legal case regarding the use of the name 'Schezwan Chutney'. Dabur sells this product under the label Ching’s Schezwan Chutney.

A report by Bar and Bench says,  The dispute began from Dabur launching its own product called 'Schezwan Chutney' in 2024. Back in October 2024, Dabur asked the Trademarks Registry to cancel the registration of 'Schezwan Chutney' as a trademark. The case is now set to be heard on February 5.

Capital Foods claims it has spent heavily on promoting Ching’s Schezwan Chutney, which has led to strong sales and widespread recognition. The company alleges that Dabur’s use of the same name misleads customers and infringes on its trademark. Capital Foods argues that 'Schezwan Chutney' has become well-known and strongly associated with its brand, and it has asked the court to stop Dabur from using the term.

The company also accuses Dabur of confusing buyers with its packaging. According to Capital Foods, Dabur uses bold lettering to highlight 'Schezwan Chutney' while keeping its own brand name less noticeable. This, it claims, could trick people into thinking Dabur’s product is linked to or approved by Capital Foods.

Dabur has argued that 'Schezwan Chutney' is a common and descriptive term. The company believes the name refers to the type and quality of the product and should not be allowed as a trademark. It has also submitted a petition to cancel the trademark registration, insisting that 'Schezwan Chutney' is a generic term that cannot be owned by any single company.

The Delhi High Court will now decide whether Dabur’s actions amount to trademark infringement. The court will examine if “Schezwan Chutney” can be considered a distinctive name deserving of trademark protection, or if it is simply a descriptive term that any company can use.

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