Storyboard18
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Navigating the complexities of modern advertising
Ads placed next to misleading or false information not only risk damaging a brand's reputation but can also erode consumer trust, writes Laura Quigley, senior vice president, APAC, Integral Ad Science
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Many Fortune-500 CMOs are very frustrated. But they don't know where to go, says Gary Vaynerchuk
As Gary Vaynerchuk's VaynerMedia enters another global market with India, the celebrated founder believes independent global agencies like his can become an alternative to the traditional holding company and their agency networks
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Go Google or Google gone? Fate of search business in judge's hands: Shubhranshu Singh's 'Simply Speaking'
The biggest tech antitrust trial — against Google's dominance in search — is coming to a close. A ruling against it would limit Google's search empire and possibly result in the breaking up of the company, writes Shubhranshu Singh in his Storyboard18 column Simply Speaking
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Orry's marketing playbook: How a Rs 2500 T-shirt became the hottest party pass
The 'Orry Party' is just one of the surprises from brand Orry. The social media celebrity anticipates a busy year ahead, with upcoming brand endorsements, a personal talk show, and even the potential launch of an 'Orry replacement' following his planned social media demise
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Brand Breakthroughs: Can gen AI make all marketers creative?
When it comes to amplifying human potential for creativity, AI, especially generative AI, can make written and visual communicating easier. Idea generation, thought-starters, personalized content development, image and video generation, even press release generation are all areas that gen AI can impact, writes Sumit Virmani, global CMO, Infosys, exclusively for Storyboard18
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In election season, lessons marketers can learn from politicians, and vice-versa
As the politics heats up and politicians get about their campaign, it's a good time to look at the learnings, writes Lloyd Mathias
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From fads and trends blah-blah to hard working marketing
A great brand never killed a business but a bad business destroyed many iconic brands, writes Shubhranshu Singh in this week's Simply Speaking column for Storyboard18
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Purpose: The cornerstone of timeless brands
In an exclusive column for Storyboard18, Sumit Virmani, global CMO of Infosys, writes, the moment a brand is born, the pressure for it to stay relevant is also born. Timeless brands never stop changing with changing times, and yet remain unchangingly recognizable and comfortingly familiar at the same time
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73 percent of IPL 2023 viewers tuned in to cricket league digitally: Glance report
As per 'The Cricket Playbook for Growth Marketers' report, smart lock screen insights based on the 128 million users that tuned in for periodic updates of India's cricket tournament in 2023. The platform received 2.6x higher engagement on video with a distinct surge in activity in the second half of the day, and 35 percent of cricket content engagement came from vernacular languages
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Orry plans his downfall after tasting success. Storyboard18 finds out why and how
While fans and followers are waiting to get their hands on an Orry 'I am a liver' T-shirt or an Orry special phone case, Orhan Awatramani says he knows what goes up must come down. In this interview with Storyboard18, he talks about how he plans to deal with it, and also about the strategies and successes so far
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Fact or farce: Why are AdEx projections by Dentsu, GroupM and Madison thousands of crores apart?
Top advertisers said that the divergence in projections is due to differences in digital Adex numbers and agencies' own vantage and advantage
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Storyboard18 | After Nykaa's IPO blockbuster, Indian beauty industry looks at a big boom in 2022
Nykaa's public market debut is only the beginning of the beauty and skincare sector boom in India. With a focus on clean beauty, personalisation, and robust expansion plans, homegrown brands have big plans
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Storyboard18 | Breaking down the popularity of yesteryears' sports stars in the 2021 ad market
KFC India's recent campaign features 'Queen of Speed' PT Usha. Earlier this year, we saw Cred ads featuring Rahul Dravid, Venkatesh Prasad, Javagal Srinath, and Kapil Dev. Edtech platform Whitehat Jr also roped in Dev. What’s with marketers hitching their brandwagons to veterans?
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Storyboard18 | Managers, here's how to get through The Great Resignation of 2021
Titan Company's Vandana Bhalla reflects on how The Great Resignation has affected her as a manager and shares tips on how to get through it
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Storyboard 18 | Celebrity couples often fail to lift brands, but can newlyweds Katrina Kaif and Vicky Kaushal carve a new path?
There is Abhi-Ash, there is Saifeena and even Amitabh-Jaya. But, for marketers, these power couples still haven't rub off on brands as much. After the initial hype, VicKat may see the same fate, unless they flip the script
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Storyboard18 | Humanise your brand, appeal to the five senses: Sumit Virmani, CMO, Infosys
Think of Apple—the boss of tactile branding. Netflix’s 'Tudum'. Mastercard’s ‘priceless’ experiences, macarons, and scents. Multisensory branding is an arsenal that can serve marketers well in today’s diverse, multichannel environment, writes Sumit Virmani, CMO, Infosys
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Storyboard18 | The next big thing in advertising: Are EV charging stations the new billboards?
EV charging stations can potentially be an impactful outdoor advertising platform, giving brands access to an upwardly mobile, tech savvy and affluent urban consumer base
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Storyboard18 | Brands are now creating original music to make consumers dance to their tunes
Brands across sectors like auto, FMCG, and gaming are tying up with music labels, making music an integral part of their marketing playbooks
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Storyboard18 | Why are ad agencies losing talent to startups, streaming platforms?
The pandemic accelerated ad-land's talent drain as employees sought better pay packages, work-life balance, and growth opportunities
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Storyboard18 | Why esports and online gaming saw ad dollars influx in 2021
Brands targeting millennials and Gen Z users have added online gaming and esports to their advertising gameplans in 2021. Here’s how the year fared for platforms, players and brands
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Storyboard18 | Marketers believe they write good briefs. Ad agency execs disagree
Decoding modern-day advertising briefs–what works and what doesn't
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Storyboard18 | Why the pandemic failed to deter sales of luxury brands in India
Renewed focus on digital messaging and video-assisted sales kept the luxe market in India buoyant through 2020 and pushed sales numbers to a record high in 2021
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Storyboard18 | Time is ripe to take advantage of the growing cult of Made-In-India CEOs
The cult of Indian executives running global companies grows, and not just linearly. Here's an attempt to analyse the larger implications of the growing phenomenon of the Made-In-India CEO
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Storyboard18 | I can tell a story, and the moral of that story can be your product or service: Shraddha Jain
In an exclusive chat with Storyboard18, Bengaluru-based creator and internet sensation Shraddha Jain (aiyyoshraddha) talks about influencer marketing, what brands want, storytelling, trending videos that travel from Pune to Paris, and more
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Storyboard18 | How to fix the brand crisis of consumer internet companies
Edtech, fintech and foodtech, especially, brands are increasingly facing backlash that can erode brand value and adversely affect consumer perception. So what’s the crisis plan?
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Storyboard18 | Parody ads: Are they funny enough?
They aren't exactly the bloody Cola Wars of yore. But brands are getting cheekier in commercials, spoofing ads of other brands. The question is: Who is laughing?
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Storyboard18 | The need for experiential marketing has become even bigger: Audi's Gaurav Sinha
Marketing is a dynamic field and the pandemic has just highlighted how much it changes, evolves and adapts, says Gaurav Sinha, head of marketing, Audi India
