Nilanjana Basu
Correspondent
nilanjana.basu@exchange4media.com
@NilanjanaBasu8
Authors
Correspondent
Are brands on social media walking on thin ice?
Industry experts suggest that brands need to take greater measures and closely collaborate with platforms to ensure a safer advertising environment
We are constantly in innovation and expansion mode: Arjun Ranga, Cycle Pure Agarbatti
In a chat with exchange4media, the MD of incense brand Cycle Pure Agarbatti spoke about their recent World Cup campaign, the festive season and more
‘People working with data need to ask more questions for integrity’
At the e4m MarTech Conference, Mebrulin Francisco of EssenceMediacom and Prateek Tomar of Apollo 24/7 shared their expertise in responsible usage of data
A colourful Black Friday for Indian brands this year
As Indian consumers seek recognition as global citizens, American shopping fests like Black Friday are set to get bigger, better and bolder in the coming years, say experts
What's driving Meta's revenue gain from click-to-message ads?
The phenomenal growth of click-to-message ads shows the potential of conversational marketing; advertisers are ready to pay a premium due to the extensive user base & targeting options, say experts
Is Data Analytics the golden key for performance marketing?
In a post-third-party cookie world, experts talk about how data analysis using different technologies like AI could boost performance campaigns, although brands need to tread steadily
What's behind FB India ad revenue growth slowdown?
As the company sees a dip in its growth for ad revenue in the country, we try to look at what led to this slowdown and if it could pull down digital ad numbers and social search market in India
Brands add sparkle to festive season with regional marketing
With a country as eclectic as India when it comes to celebrations, here's how brands have been tailoring their ads and campaigns to match the festive fervours of various regions
'Non-branded content is emerging as a key strategy for brand building'
Teresa Barreira – CMO, Publicis Sapient talks about people-centric marketing, the change in the marketing landscape and India's role in the same
Durga Puja: An OOH-spicious time for brands in Kolkata
Increased footfalls, visibility, cultural connotation and emotional connection to the festival make the Pujo season an opportune time to go all out with OOH and banner advertising, say experts
Ad interrupted: When a cricket match ends too soon, what happens to spot ads?
More than a loss of money, brands may experience a loss in value for campaigns, but provisions for compensation can offset it through strong contracts with broadcasters, say experts
Travel brands take the CTV route this festive season
As per industry players, Connected TV allows precise targeting and enables ads to be tailored based on demographics, interests, and behaviour
'India at the cusp of a bright future from B2B perspective'
exchange4media spoke to LinkedIn’s Country Manager and VP of Product to understand their new product solutions, the use of AI for ad platform and how the Indian market is growing in the B2B scenario
Meta ad-free plan: Time for brands & agencies to think hard and fast?
Although Meta’s ad-free subscription plan is yet to reach India, industry players say that agencies must consider diversifying mediums & platforms while focusing on sharper content-creator collabs
Cricket World Cup: Regional brands ready to play the game?
While regional brands may not necessarily sponsor teams, they are strategically investing in OTT, TV and digital advertising during matches and highlights
Festive flavours: Greater focus on online audience, say retailers & beauty brands
Industry players say while the traditional media still holds sway, roping in influencers and going big on digital platforms is the call of the hour
We're redefining ourselves for betterment of consumers: Dr Ashish Bajaj, Narayana Health
Dr Ashish Bajaj, CMO, Narayana Health, speaks about the company's rebranding exercise and the dynamic changes within the health marketing industry
Ganesha Chaturthi & Gowri Habba to herald a blessed festive season for brands in K'taka?
With ad spends expected to be in the double digits for the twin festivals, brands have been pulling out all stops to get the best out of the festive opportunity
Retail media networks: A data goldmine for programmatic companies?
Better outcomes in store for brands, shoppers and retailers alike with first-party data sans dependence on third-party cookies, say experts
Customer service integral to what differentiates M4marry: Smitha Vasudevan
Vasudevan, GM of the matrimonial website M4Marry by Malayala Manorama, talks about its organic growth, legacy of its mother brand, festive offerings and more
Breaking bot: Is AI taking newsrooms to the future?
Experts believe that AI anchors are a cost-effective solution for media houses, but the replacement of human news presenters is still far away
Now buffering: Advertisers wary of investments in desi short video apps?
While some industry watchers say Indian short video platforms may have lost their charm among advertisers with some reevaluating investments, others opine the future is still promising for the apps
Harvesting the festivities: Onam goes beyond just local brands this year
Experts observe how brands have moved from just doing isolated and traditional campaigns to now encompassing all modern and technical innovations to create more holistic campaigns
Festive times to bring double-digit ad growth for Tamil Nadu: Experts
With a high consumer number, Tamil Nadu is a go-to market for advertisers. Experts discuss the reason for growth for the second half of the year in the state
Brands may spend 15-20% more on Onam advertising this year
While TV & print AdEx is expected to grow by at least 10%, digital AdEx is expected to grow by 40%
What’s driving India’s ad market growth
Experts tell us how the Indian market is unique and what we should expect from the sector in the coming months
In a time of widespread cynicism, Deccan Herald stands for something: Sitaraman Shankar
With Deccan Herald completing 75 years in circulation, Editor of the publication & CEO of The Printers Mysore Sitaraman Shankar speaks to e4m about the journey of the company
Are advertisers gaining an edge with AI?
Industry experts are unanimous in their view that brands are increasingly recognizing the potential of AI as it offers more agile and cost-effective marketing solutions
No appetite for marketing? Why food delivery apps saw a bland IPL this year
Softer demand for online food ordering on platforms like Swiggy and Zomato during tournament season could be due to their focus on profitability and penetration, say experts
Going Green: EV marketing hits the fast track
EV brands have allocated most of their ad spends on digital channels like social media, search and display advertising; creating immersive experiences is also picking up, say industry players
Health MarTech: From data analytics to AI, what’s aiding the sector
Experts discuss the different functions of technology in the health marketing world and what kind of responsibilities comes with the power of MarTech in the very sensitive health sector
We aim to grow Himalaya Ashvagandha by 3X the category growth rate: Vikas Bansi
Himalaya’s head of OTC business spoke to e4m regarding their new campaign around stress, the expected growth rate from the product, health MarTech and more
'Brands are looking to transform to not just survive, but also thrive'
In a chat with e4m, GroupM’s M Parthasarathy and MMA India’s Moneka Khurana spoke about the marketers guide for transforming marketeers and more
RD&X connects MarTech to AdTech: Rajiv Dingra, CEO
The CEO and Founder of the marketing solutions company spoke to e4m about the growth of AI, the trends in ad spends and much more
Will Yaccarino’s Twitter bring brands back on board?
Being an advertising veteran, Yaccarino is expected to collaborate with advertisers and turn the platform positive for marketers, say brand experts
We’ve managed margins well despite cost headwinds: Gunjit Jain, Colgate-Palmolive
The VP of Marketing at Colgate-Palmolive gets talking about the brand's marketing mix, focus areas and strengths
We are going to invest more in digital & traditional media: Amit Ghugre, Shell Lubricants
Ghugre, Automotive Sales and Marketing Manager, Shell Lubricants, spoke to e4m about new additions to the company’s marketing mix, plans to focus on tier markets and the brand’s new campaign
Will tech industry ad reports make advertisers think over their marketing mix?
With a stark difference between the results of some of the biggest ad platforms, experts discuss what should be the way ahead for marketers
How travel brands are going the extra mile this summer
As travel heats up, the industry finds smarter ways to use its marketing and ad budget to come out as a winner this season
Almost half of our business or revenue comes via Connected TV: Siddharth Dabhade, MiQ
The MD of MiQ India, China and SAARC, spoke to e4m about the role of Connected TV in its business, hot trends of the programmatic world and vision of India as a market
AI: The big plan of the big tech world
In the recent earnings call, Meta, Microsoft & Alphabet executives spoke about higher investment in AI as it has become a huge source of growth. Experts believe this investment will continue to grow
Our goal is to showcase Reebok's new focus on sports & performance in India: Manoj Juneja
Juneja, the COO of sports apparel company Reebok, tells e4m about the brand's recent campaign with actor Taapsee Pannu and cricketer Suryakumar Yadav
Brands riding on regional OTTs' reach to connect with TG
Industry observers say audiences are showing an affinity to consume content in their mother tongues, and brands who invest in the same have a better reach
K’taka election fever: Ad spends on news channels expected to double on counting day
Industry observers say the South market has a stronger news consumption pattern and with this state poll being touted as a barometer for the general elections, the viewership interest is even higher
Vignesh Narayanan quits as Business Head of Airtel Ads
Sources say that he is moving to another media house
We will double down on number of screens in next few years: Sandeep Bommireddi, AdOnMo
Digital OOH company AdOnMo’s co-founder speaks to e4m about the challenges in the DOOH market and the next goals for the company
Blue Tick yo-yo: Some confused, some elated
Industry experts note that the option to buy blue check on Twitter affects its credibility, but some say it will open up avenues for micro and nano influencers
Monetization through Twitter: India’s creator community awaits feature with caution
While industry players welcome the opportunity to increase the avenue’s monetizing prospects, they want to wait to see how effective it will be for the creators
What does it mean to regulate AI?
In this edition of TechTalk, experts talk about how challenging regulating AI can be, the ways in which regulation can work and how to ensure a balance of possibilities and risks
The future focus is to build more instant products for real-time engagements: Rezolve
Team Rezolve speaks to exchange4media about the importance of deep technology, its use in Rezolve’s products and the future of the company
On the road to Karnataka: What’s in store for Amul
Experts say there will be initial hurdles for Amul because of the social divide between north and south brands, but co-existing is possible
Blending tech & creativity: The new winning formula in marketing
Industry observers note brands need to balance technology with creative marketing solutions while roping in data-driven insights
Customer engagement & personalization is the name of the game: Mukund Seetharaman, Haptik
The COO of the conversational AI marketing solution company speaks to e4m on how the company has been partnering with tech and e-commerce firms
AI is packing a punch in Voice Search and how
Industry heads are unanimous that advancements in tech will make voice search more accessible, convenient and personalized, unlocking more opportunities for e-commerce brands and related domains
Ad spends in digital is going to go up for Tata Consumer Products: Puneet Das
Puneet Das, President, Packaged Beverages, Tata Consumer Product, talks about FMCG’s drive towards technology, the launch of new Tata Tea Premium Street Chai of India, and more
GPT-4: What the new AI tool can do for brands & marketers
In today’s e4m TechTalk, we explore the universe of GPT-4 and speak to experts how brands can make the best use of this new version
Women in cricket: The new stars of the endorsement universe
Women's Premier League has boosted the public profiles of women cricketers, enhancing their brand value and share in AdEx
Chandrahas Shetty joins MediaMath as Director - Partnerships
Shetty previously worked as Sales Head at Oracle Advertising
Rising AdEx: What’s making advertisers look South?
Industry players say there has been a shift towards regional marketing and the south market has been attracting a large chunk of ad spends
Accept, anticipate & adjust to changes in society: Hari Prakash K, CEO, Vistara News
The Editor and CEO of Vistara News spoke to e4m about investing in the best technology for the channel, generating ad revenue and catering to a wide range of audiences
How AI marketing tools can help SMEs & start-ups take the big leap
In today’s edition of e4m TechTalk, we explore the untapped potential of technology by SMEs and start-ups in India and what tools will help them reach maximum audience
Regional flavours: What’s drawing brands to the land of Tamil Nadu
High purchasing power, good infra and strong manufacturing sector are some of the key reasons why Tamil Nadu has emerged as a natural choice for brands
Bruised, not broken: How do brands cope with murky waters?
Conglomerates of any domain need to understand that there is no one way to deal with crisis situations and the best way perhaps is an honest response, say industry observers and marketing strategists
Not later but now: Marketing strategies that BNPL sector needs in a risky economy
As recession and new RBI norms bring uncertainties for the Buy-Now-Pay-Later industry, experts discuss what could change in terms of marketing and how the sector can make best use of advertising tools
Sports on OTT: Can media players score big?
Industry observers say OTT players making inroads into the sports genre is good for business as it offers advertisers with new opportunities and can drive viewership too
More ad spends to reduced tax burden: MSMEs applaud Union Budget 2023's new credit scheme
Modi government’s last budget before elections in 2024 brings good news for the MSME and retail sector
Budget 2023: Retail players seek GST relief & support for MSMEs
Retail industry heads expect Finance Minister Nirmala Sitharaman to go for a reduction in customs duty, support for infra development and incentives for corporate capital expenditure
How retailers will spend their marketing money in 2023
Industry experts suggest greater use of social media, content platforms and technology this year
Pongal 2023: South brands reap in on the festive zeal
As the southern states drown in harvest festivities, brands are upbeat about the renewed sentiment amongst customers this year
Twitter Blue: What does the badge of authenticity mean for brands?
Twitter Blue will be an avenue to identify audience behaviour. While this is key for brands to increase their engagement, it also opens up a lot of possibilities for advertisers, opine experts
Prashant Deshpande elevated as Chief Brand Officer, Kurlon
In the newly created role, Deshpande will be looking after brand communication, retail business and CSR
JOY has been increasing its marketing budget year after year: Poulomi Roy, RSH Global
The CMO of RSH Global talks about the company's most well-known brand JOY, how it supports women’s rights and why it prefers traditional marketing over influencer marketing
When virtual turns into a big reality: MarTech trends to watch out for in 2023
From AI, ML AR and VR to metaverse, there’s a bunch of tools that are becoming hot topics for the new year, say experts
South Story: What's in store for media industry in 2023
From more growth for TV advertising to further push to digital transformation, here’s what experts predict for the next year
Life in the time of layoffs: What lies ahead for the tech world?
It’s been a harsh year for the tech space, with the economy taking a downturn post-war & the pandemic. Experts say the layoffs were part of a course correction but see reasons for better times
Can Koo fly where Twitter falls?
As Twitter tries to steady itself in the aftermath of Musk's buyout, experts weigh in on whether its Indian alternative Koo has the potential to topple it
Not foreign anymore: Indian brands are embracing western festivities & how
Globalization, digital awakening and blurring cultural boundaries have led brands to offer lucrative shopping deals for festivities like Black Friday, Halloween & Thanksgiving, note industry experts
We will scale up ad spending next year: Shubham K, Cleartrip
Cleartrip’s brand head speaks to e4m about the new Clear Advantage offer, their marketing plan for the next year, and more
OPPO and HOTD find great resonance with the youth: Damyant Singh Khanoria
OPPO’s CMO Damyant Singh speaks to e4m on the recent collaboration with the popular show House of the Dragon and how reading consumer behaviour helps with better performance
Why regional marketing is the big gamechanger
Experts outline the correct way of implementing regional marketing to reach elusive local audiences in the far corners of the country
In 2-3 years, our AdEx won’t be over 2% of our budget: Spinny CEO
Niraj Singh, Founder and CEO of Spinny, shares with e4m how the company relies on its strong word of mouth and is gradually cutting down its ad expenditure
New data protection bill draft: Tough times ahead for digital marketers?
Among other things, the draft proposes that firms use consumer data only for the original intended purpose
OPPO and Skit.ai partner to launch Voice AI customer support solution
The Head of Customer Service at OPPO, Saurabh Chaturvedi, and CEO of Skit.ai, Sourabh Gupta, speak to e4m about the partnership
FTX bust: Lean times ahead for crypto ad budgets?
Experts see a chaotic time ahead for the crypto industry as uncertainties take over the market
What options ahead for brands after third-party cookie crumbles?
Industry experts believe that impressions and influencer marketing could help with personalized advertising once third-party cookies are phased out
Lessons for ed-tech in the time of layoffs
At a time when the ed-tech sector is rocked by crisis, adopting timely marketing and a hybrid model could be the way forward, say experts
Right mix of strategy and technology key to recession marketing: Experts
The global recession is upon us, but experts believe the right strategy and belief in technology can get a company through these hard times
The future of communication is going to be video first: Ashray Malhotra, Rephrase.ai
CEO and co-founder of Rephrase.ai talks about hyper-personalisation, AI technology and the future of digital marketing
ABC figures show decline in newspaper circulation; industry calls it 'artificial drop'
The audit, which was conducted for the January-June 2022 period after a gap of two years, showed a decline of 20-30% in the circulation figures
New IT rules: Need of the hour or vice on free speech?
Experts believe that self-regulation by social media companies needed a check and the new IT rule amendment could be an answer to it, although it needs to be dealt with care
Not metaverse or AI, but content is key: Laj Salam, Plainspeak
Salam, Founder/Managing Director at PlainSpeak, speaks to e4m about evolving with the digital world and what the future of marketing could look like
Is a hybrid approach the future of OTT?
Experts look at the growing OTT industry and how advertising, as well as subscription models, will benefit the market
Jewellery industry set for a glittering Diwali as consumer sentiments ride high
Industry leaders say they are confident of making record sales; go all out with promotions and offers
'Zivame played pivotal role in shifting perceptions about innerwear category'
Khatija Lokhandwala, Zivame’s marketing head, speaks to e4m about the brand's recent festive sale, marketing strategies and more
We see a robust festive season building up: Abhay Pruthi, CRED
Pruthi who leads CRED Commerce speaks to e4m about the company’s new marketplace business for brands and more
Festive focus: E-comm players working on maximising reach in tier cities
Flipkart and Amazon have recorded a significant jump in engagement from rural areas since the beginning of the festive sale season
Travel and hospitality industry braces for take-off after long pandemic lull
Experts believe ad spending in the hospitality sector can reach pre covid levels this year
'Dussehra gave fillip to brands, boosting performances and expanding popularity'
Network 18’s Vijay Sanil talks about ad spending and consumer sentiment being highly positive this Dussehra
‘Senior citizens respond well to digital marketing mediums’
Piali Dasgupta of Columbia Pacific Communities, which builds senior living facilities, speaks to e4m about the 60-above demographic and what kind of marketing works for them
Licious is not just a meat brand, it’s a holistic meat destination: Santosh Hegde
In conversation with e4m, Santosh Hegde of Licious speaks in detail about the innovative meat delivery industry and how Licious works towards making meat buying a holistic experience
‘In the festive season, Wakefit sees 300% growth per month’
Wakefit Co-founder Chaitanya Ramalingegowda talks to e4m about the company’s marketing trajectory, the trust on word of mouth and more
Brands must have a personality, character & spirit: Laeeq Ali, Origami Creative
The Co-founder of Origami Creative talks about the company’s 22 years and the secret to successful brand building
Malayala Manorama & Reliance Trends break records this Onam
Varghese Chandy of Malayala Manorama gives an insight into Onam in Kerala this year and what the media company brought to the people on this festival
Festive spending bounces back this Onam
Industry experts are optimistic that spending by consumers and advertisers will match the pre-pandemic level this festive season
How healthcare startups are going big on marketing
With consumers showing an increasing need to be cautious about their health, startups have taken to social media and digital platforms, and are creating quite a buzz
Filter coffee shots: Know the brands brewing South India's favourite beverage
Cothas and Levista have built a legacy of coffee marketing in the southern region of India
‘Health & Glow to focus on personalisation & innovation’
Venkataramani K, CEO of Health & Glow, shares plans for the festive season, the desire to grow the omni-channel experience and more
‘In 5 years, there will be a significant increase in revenues for Rage & ADK’
The CEO of the newly rebranded ADK Rage, JRK Rao, speaks to exchange4media about the deal with the Tokyo-based firm, and expansion into Japan
Tally Solutions believes in purpose-driven marketing, says CMO Jayati Singh
The Chief Marketing Officer of Tally Solutions shares more on the upcoming product pipeline, supporting MSMEs and the marketing evolution story of the company through the years
We believe in the power of images and videos: Vinay Chatlani, Soch Apparels
The CEO and Co-founder of Soch Apparels talks about not increasing prices in the face of inflation, bringing new products, the brand’s plans to go international and more
Confluent to open ‘engineering hub’ in Bangalore
The data infrastructure firm will expand its presence in India by creating 100 additional jobs by the end of the year