Storyboard18
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From New York to London: Why TCS loves marathons
In an exclusive conversation as part of Storyboard18's Month In Focus - Just Sports, TCS' chief marketing officer, Rajashree R, shares the brand's approach to global and local sponsorships of sports and events
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Why India needs an Indian Idol-esque platform to hunt for talented runners
India is the second most populous country in the world with the worst Olympic record in terms of medals per head. Till we put a stop to considering "running" as a fitness entertainment and start seeing it as a professional sport, nothing will change
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Why esports and gaming companies went on an IPL overdrive, spending over Rs 1000 crore on marketing
In a bid to enhance user base and traffic, gaming and esports companies have pumped in a sizable chunk of their annual ad budget into IPL 2022. Companies expect at least a 20-30 percent rise in user base this IPL season
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What will sports marketing look like in 2022 & 2023?
Fan experiences have become more immersive with new tech tools like metaverse and engagement has become top most priority for broadcasters and franchises across sports formats
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Goafest 2022: From Ogilvy India to McCann—who's in, who's out, and who's in-between
Why some of the top advertising agencies haven't returned to Goafest, why some have returned, and why a few others may never return. The real picture, by Storyboard18
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Clients love agencies that love and live their brands: Rediffusion's Sandeep Goyal
"We are relaunching Everest later this year as a digital-first agency," says Goyal in an exclusive interview with Storyboard18. As the agency enters its 50th year of operation, Goyal is looking to revamp and upgrade services, launch new divisions and hire the right talent
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On why a smartwatch will never be competition to Swiss watches: Rado global CEO Adrian Bosshard
Speaking about the increasing popularity of smartwatches, the global CEO of Rado Watch Co, Adrian Bosshard, explains how a smartwatch is merely an instrument that gets obsolete every two years; and why it will never be a competition to the Swiss watch industry
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Why realtors are becoming content creators
They are not only selling dream houses but boosting trust in the category. Meet the realtor-creators
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Appraisals get people thinking about upskilling: upGrad's Arjun Mohan
The CEO of upGrad sheds light on the precise timing of the edtech brand's campaigns coinciding with appraisal time, moving to the next phase with vertical based marketing, and more, in this exclusive interview with Storyboard18
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Central regulation for online gaming is the need of the hour: Sameer Barde, CEO, E-gaming Federation
In an exclusive conversation with Storyboard18, Sameer Barde, CEO E-Gaming Federation talks about their ongoing conversations with the central and state governments around regulations in the space, the futility of banning gaming, and the immense revenue potential for both operators and the government
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Simply Speaking: The word design is meaningless by itself
The word design has a wide spectrum—be it making a movie, creating a commercial enterprise, or rearranging the living room furniture. The idea it covers is too vast. And what is good design? André Breton knew: "The solution best adapted to necessity, but very superior to it." I vote for this view
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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