Bournvita, celeb investors, IPL ads and other newsmakers this week

The week started on a bitter note for Bournvita when "de-influencer" Revant Himatsingka called out the brand for its high sugar content. It was not a good look for Bournvita, which has always been marketed as a "health drink" to children. But what truly left a bad taste in everyone's mouth was not the sugar content but Cadbury's hamfisted handling of the situation.?"Listen, clarify and assure,"?should have been the motto, not legal notices say industry watchers as they dissect the latest brand controversy.

On that note, where do de-influencers stand in the grand scheme of things today? Brand experts say influencers now want to be seen as loyal to their followers too and the creator economy is getting more community-driven. Will the de-influencing trend grow larger? Will it benefit the brand as well as the consumers??Read what our experts have to say.

India's burgeoning startup ecosystem has not only attracted investments from Angels, VCs and corporate investors but also fascinated a breed of unconventional investors like cricketers and actors.?Here's everything you need to know about the rise of the celebrity investor.

This week, we also harked back at IPL ads and how they evolved since 2008. Broadcaster campaigns like "Manoranjan ka baap" and "Jumping Japang" have left an indelible impression on our minds. Compared to these gems, IPL ads these days are lacking quirk and creativity, say experts. A lot has changed in the era of data-driven campaigns.?Read to find out.

The year 2023 started with predictions of high AdEx growth of 16 per cent, but there is little that has converted into reality so far. The advertising industry is currently under pressure as most marketers are holding on to their spending. If sources in the industry are to be believed even the ongoing IPL has not been able to generate the necessary upswing for the sector, though it has definitely brought some respite. The industry, which is seeing a 25-30 per cent decline in business, is now pinning its hopes on the IPL, the upcoming monsoon season, the cricket world cup and the festive season in the third quarter.?Read all about it.?