Relevance of ad bodies, JioCinema's IPL boom, CA secy on influencer guidelines, elections & AdEx, Benetton CEO, cola makeovers and Insider gossip

Relevance of ad bodies, JioCinema's IPL boom, CA secy on influencer guidelines, elections & AdEx, Benetton CEO, cola makeovers and Insider gossip

Let's address the dinosaur in the room: New-gen ad leaders say ad clubs and industry bodies are caught in a time warp. They demand credibility, agility and relevance. Younger CXOs believe that the ad industry associations and bodies need to shift their focus on what matters to young professionals and work on addressing various challenges that modern agency businesses are facing.

Saumya Tewari asks how relevant are industry bodies. Read here.


Brand Makers

Rohit Kumar Singh, Secretary, Ministry for Consumer Affairs, Food & Public Distribution, speaks exclusively to Storyboard18's Tasmayee Laha Roy on influencer marketing guidelines, violators, crypto ads, and more here.

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CXO Moves

Key executive moves this past week.

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Read more about these executive moves in CXO Moves.

Also, find out who moved up, in and out at Paytm, Meta, Mars, Mullen Lintas, IBM, Infectious, 82.5 and more here.


Quantum Brief

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Pepsi’s new logo to be rolled out across packaging to retail to all touch points in the US first and then across the world.

Designed in-house.

And inspired by the fact that when Pepsi asked people to draw the logo they wrote ‘Pepsi’ inside the globe.

It’s a throwback to the retro logo.

Everything is a remix!

Find out more about the logo change.

And look who's back!

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The missing great Indian cola, Campa, is back and ready for the future: Elephant Design's Ashwini Deshpande tells Storyboard18's Kashmeera Sambamurthy . Elephant Design, the design consultancy behind the redesign of Campa, says research showed that there was some fondness for the name, but not for the visual identity. The brief was to break the status quo in India, she says.

Read more about the brand revamp. the brand revamp.


Media Mavens

State elections will boost news channels revenues this year, says Amol Dighe , CEO, Investments and Business Development, Madison Media. In this Storyboard18 - Media Mavens dialogue with Saumya Tewari , Dighe talks about adex growth, big shifts in the media landscape and why broadcasters are looking at integrated ad deals.


JioCinema's IPL Blockbuster

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Jio Cinema's IPL debut breaks records with 6 crore unique viewers and 2.5 crore downloads in a single day. The record breaking debut of the platform on IPL is another success added to the platform’s sports streaming history after FIFA World Cup. Read more.


Watch & Listen

Iconic global fashion brand Benetton is on a mission to be cool again. Massimo Renon, chief executive officer of Benetton Group , got into an exclusive conversation with Storyboard18's editor Delshad Irani to explain the new vision and creative direction for Benetton and the transformation of the legendary brand. Watch.

Also watch...

??Storyboard18's Shibani Gharat recently had the chance to catch up with Indian Women's Cricket team captain, Harmanpreet Kaur to discuss the future of the sport, brand interest and more. Catch the chat here.

?? Manasi Narasimhan , Vice-President and Head, Marketing and Communications, South Asia, Mastercard, speaks to Storyboard18 about the company's accelerated sports marketing strategy. Watch.


How It Works

India’s growing nutraceutical market gets influencer push

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An analysis by the International Trade Administration projects that by the end of 2025, India’s nutraceuticals market will be worth USD 18 billion, with dietary supplements accounting for 65 percent of the market

Much before dietary supplement brand Power Gummies brought actor Shraddha Kapoor on as brand ambassador, it had an army of social media influencers in place, who built the brand presence across platforms.

The brand, which launched in India in 2018, targets millennials and GenZ customers (18 to 35 years of age) who prioritise grooming and self-care.

Hair gummies, protein powders are getting a major influencer push as brands eye India’s growing nutraceutical market.

While such brands have swamped the market, there have been many complaints about misleading promotions by influencers as well, as Saumya Tewari discovers. Read the full story.


More from Storyboard18

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?? Mast & Meh: Microsoft, Dream11, Limca, Lay's, Lumikai, Kotak Life. Find out who made the cut and who got cut in our weekly picks of the best and boring ads.

?? BCG Report: Small-towners, women drive digital viewership. The report states that 80 percent of content-related research occurs online before content viewing with digital discovery and engagement playing significant role for both linear TV (LTV) and OTT. More here.

?? Clutter Breakers: Ixigo’s latest AI powered bluetooth headset takes internet by storm.

?? Mubadala Megatrends Study: Climate change outstrips other megatrends as the greatest threat, impacting health, the environment and business. India sees digital technologies presenting the greatest opportunity to advance wellbeing. Report.

??In the age of AI: Copywriting is one of the professions in danger with AI tools taking centre stage. Prathap Suthan , CCO, Bang In The Middle talks about the importance of copywriting in advertising and why the ad industry will always need copywriters. His view.

?? Marketing Mocktail: Brand as rubber band - brand extensions explained! Before marketers get into stretching brands, they must ask and find answers to three fundamental questions, writes Anand Narasimha in his weekly column.

HCLTech 's Lester Lam tells us how companies can unlock emotions through data empathy.

?? Throwback: Titan’s ‘The Wedding Film,’ the commercial that tugged at the heartstrings through the ‘joy of gifting’. Read this throwback.

??Bookstrapping: In 'Friends With Benefits', Seema Sirohi touches upon the strained relationship between India and the US, the importance of 'language' in diplomacy and pivotal incidents surrounding the visits Prime Ministers Manmohan Singh and Narendra Modi, and foreign minister Sushma Swaraj. Read Reeta Ramamurthy Gupta pithy review here.

?? Share The Spotlight: Swati Bhargava , co-Founder of CashKaro & EarnKaro, discusses revolutionizing the affiliate and performance marketing industry in India and highlights the achievements of a terrific set of women. Grapes’ Shradha Agarwal on intrapreneurship, aspirations, and the woman she wants to spotlight. Catch this week's #ShareTheSpotlight . Read here and join the movement.


Storyboard18 Insider

A legacy agency's fate, a dramatic U-turn, celebrity tantrums and a popular caterer

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Source: Unsplash

A lot can happen in a year: Recently, a senior marketer was stunned during a pitch meeting for a high decibel sporting property. The reason for his astonishment was the deck that was presented and the full u-turn in it from singing hosannas of the digital medium as the present and future of consumption to now shouting praises of the TV medium to deliver entertainment and engagement for the full family. Clearly, this 'hum saath saath' family TV viewing pitch didn't go down as well as they intended.

Get your fix of sizzling hot gossip and inside stories here.

Chances are you love a juicy story as much as we hacks do and you might have one to share. So write to us at [email protected].


That's it from us this week. Catch Storyboard18's top stories, features, videos and more here . And watch out for the next Insight Engine newsletter.

Alex Armasu

Founder & CEO, Group 8 Security Solutions Inc. DBA Machine Learning Intelligence

8 个月

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