A new flight plan

The country’s largest airline IndiGo just announced the launch of a premium luggage range in collaboration with actor Deepika Padukone-backed lifestyle brand Mokobara. The new luggage collection, Moko 6E, offers a check-in bag and a cabin bag in the signature IndiGo blue.

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End of an era! As home-shopping channels in India metamorph into influencer shopping or e-commerce

‘So beautiful, so elegant, looking like a wow’, a rather popular short on Instagram features Jasmin Kaur, who often uses her account to sell ethnic wear. Had it been a few years back, one could have seen a similar attempt being made by hosts on TV channels to sell an array of items including blenders, bedsheets, and home decor, among others. There was a time when India saw a rise in the number of home-shopping channels right TVC Sky Shopping to HomeShop18, and Naaptol, among others. However, with the rise of e-commerce and other social platforms, such personalised selling experiences have moved online.

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After hours with Faisal Husain, co-founder and CEO, Synechron

Two decades ago, it was just me and a couple of like-minded friends with a big idea – to bring technology and financial innovations to the financial services industry. Aspiring to be strategic partners to our clients, what began as a modest, self-funded team has transformed into a robust global consulting firm. Today, my pride in our achievements is immeasurable.

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Brands go local, cash in on regional festivals like Chhath Puja?

There was a time, when brands largely cashed in three large festivities – Dussehra, Diwali and Christmas/New Year, but in the last one-two years, a regional festival such as Chhath Puja, Onam have found a place in the heart of marketers. For instance, every year Tata Tea has been creating a limited edition special pack along with a campaign. “Chhath Puja has emerged as a significant opportunity for brands, joining the ranks of major celebrations such as Durga Puja, Dussehra, and Diwali. This strategic shift reflects the introduction of various SKUs tailored for the occasion, accompanied by targeted campaigns and even partnerships,” Krishna Iyer, director – marketing, MullenLowe Lintas Group, told BrandWagon Online.?

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When to say no to ‘shockvertising’

“A good advertisement is one which sells the product without drawing attention to itself.” – David Ogilvy

Things have changed a lot since Ogilvy’s time.

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Bid Adieu to Google’s third-party cookies! How switching to first-party data can catapult the marketing game?

As tech giant Google readies to phase out third-party cookies starting middle of 2024 on Chrome, it is believed that marketers have already begun to invest to build first-party data sets and this is expected to further catapult the game of marketing. “It is imperative for marketers to adapt. Because the concerns surrounding diminishing returns on third-party data strategies are real, touching issues such as privacy regulations, data accuracy, ad blocking, and the pervasive threat of ad fraud,” Sapna Sharma, co-founder and COO, Efficacy Worldwide, told BrandWagon Online.

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Brands come out in support of the Men in Blue

India’s heartbreaking loss to Australia in the Cricket World Cup final on Sunday has prompted an outpouring from brands in support of the Men in Blue.

India’s contribution to the tournament was not ignored by advertisers. The national team had won 10 matches on the trot before losing to Australia in a final that broke viewership records.

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On the spot with Unnati Gajjar, head of marketing, Insight, India

Why the campaign rocks:Big brands managed to weather the pandemic that struck small firms hard in 2020. ‘Not just a cadbury ad’, starring Shah Rukh Khan, was launched by Mondeléz International to support SMEs. Joining together with Ogilvy India and Rephrase.ai, the campaign sought support for regional businesses and leveraged AI to provide small enterprises with an impressive boost. SRK’s voice and lips coupled with AI produced personalised videos that gave the impression that he personally recommended each local business.

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Ogilvy reveals six influencer marketing trends for 2024

The Creator Economy is estimated to be worth $500 billion by 2027. An impressive 96% of the creator economy is yet to be tapped into and properly utilised. The findings in the report can help ensure brands benefit from influencer marketing as global ad spend in the space continues to rise. According to Ogilvy, there are six key influencer marketing trends for 2024.

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Disney+Hotstar hits concurrency of 5.9 crore viewers during World Cup finals

The ICC Men’s Cricket World Cup 2023 concluded with a match between India and Australia on November 19. Australia won the match, securing their sixth victory in the tournament. Disney+ Hotstar set a concurrency record, reaching 5.9 crores peak concurrent viewers during the finals.

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