Storyboard18
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Evolution of marketing in Web3: Leveraging decentralization for success
Web3 marketers and growth professionals must craft innovative playbooks and techniques to engage users within the Web3 ecosystem
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MAdtech Point: Decoding the role of account aggregators
Advertising agencies in the form of account aggregators can play a responsible role. They need to reinvent themselves and believe that they can play the role of account aggregators and not leave it to the technology service providers to do that job, writes our columnist
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Piyush Pandey and Ogilvy: A look back at Indian advertising's greatest innings
The legendary adman Piyush Pandey makes way for next-gen leadership at Ogilvy, perhaps signaling the end of one of advertising's greatest innings
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MAdtech Point: What will happen when third party cookies get totally deprecated?
Digital advertising is at the crossroads in fixing the ownership for "the device" that collects consumer data
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Introducing 'The Visionaries': The highest honour for the brightest and most innovative marketing minds in India
The Visionaries initiative recognises leading lights who have transformed our approach to media, marketing and advertising
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Piyush Pandey to join Brand Blitz Quiz's finale as chief panellist
Brand Blitz Quiz, India's First Panel Business Quiz Show, attracted over 600 participants from 80 plus cities
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How the Indian newspaper industry sees the impact of a newsprint price drop
Newsprint supply from Russia has also gained momentum after disruptions in shipping lines due to the EU and US sanctions, as per industry sources
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India-Bharat renaming: What is the cost of India's rebranding as Bharat?
Renaming of a country is a costly exercise. For instance, the estimated cost of renaming Swaziland to Eswatini was $60 million
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Hate the idea of having an opinion about everything. That's my magic mental mantra: Samriddh Dasgupta
In our newest Weekender column, we spoke to Heads Up for Tails' CMO who said that with non-toxicity, only a personal commitment (from management) can translate into a corporate commitment
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MAdtech Point: If advertising will no longer run the Internet, then what will run the Internet?
Impact of responsible use of consumer data and consent management is resetting the balance that runs the Internet
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MAdtech Point: Break down and rebuild the legacy digital advertising system
Existing digital ad and marketing systems cannot afford to find money to rewire themselves. It will be an outside job. But whose job?
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Storyboard | Is brand Air India ready to fly again?
Experts weigh in on what the future could hold for the airline brand and its Maharajah as they return to Tata group
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Storyboard | A rebirth for Air India and its Maharajah?
There was a time when every middle-class home in India proudly displayed a little Maharajah curio in their living room. Ad veteran Prabhakar Mundkur ruminates if we will see the golden days of the airline again with Air India’s return to the Tata group
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Storyboard | Gaming and esports brands hooked to ads, spend over Rs 1,000 crore in 2021
With a significant surge in gaming and esports in India, brands have dialled up advertising to boost reach and popularise new offerings. We dive into their advertising playbook
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Storyboard | Who knew Air India's Maharajah was born on the corner of a letterhead?
Nandita Chalam, former senior vice president & executive creative director, JWT, writes about the yesteryears of Air India as advertising veterans share stories of working on the iconic brand in its golden age
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Storyboard | Sustainable and alternative travel get a pandemic boost
Booking.com’s APAC managing director Laura Houldsworth says while earlier people had the ambition or the intent to travel sustainably, now they're seeing that intent converting into action
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Storyboard | What really happens when celebrity brand endorsers turn investors
Alongside regular funding benefits, marketing heads suggest how celebrity involvement sometimes pushes the overall valuation of the brand. But there's also a downside
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Storyboard | Marketing 007: How James Bond has shaken and stirred brand business
007 and his chemistry with brands return with the 25th James Bond film No Time To Die. Here's a breakdown of how marketers bond with the secret and suave agent
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Storyboard | To find creative innovation, remix the past
Most emerging billion-dollar ideas are old and have been copied/transformed/combined or bent/broken/blended by those who can see patterns and make something unique out of it
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Storyboard | Practo gets a new friend in Rahul Dravid
In an exclusive chat with Storyboard, Srikanth Pinninti, executive vice president —marketing, Practo, shares the company’s goals for its new campaign as it expands into the secondary care market
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Storyboard | Cred to Cadbury, nostalgia in advertising should be handled with care
Brands remix old ideas and use nostalgia as a marketing tactic to stay relevant. But there are rules if you want to go retro
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Storyboard | At 71, Brand Modi has seen some Achhe Din
PM Modi is on number one in the lists of top 100 online influencers and the most impactful online brands in India with a brand value of Rs327 crore
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Storyboard | Mondelez and Ogilvy put a new twist to remake the iconic Cadbury 'Cricket' ad
Ogilvy's Piyush Pandey and Anil Viswanathan of Mondelez talk about the original’s enduring appeal and remaking 'Kuch khaas hai zindagi mein' for a new world
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The resurgence of Brand Shah Rukh Khan?
After a dry spell, the 'king of Bollywood' is back in two viral advertisements. His innate charm and self-deprecating wit always add to the power of his brand, say advertising executives
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Paralympic Games: The toughest marketing pitch?
Branding experts call on brands, broadcasters and the games’ organisers to fuel popularity of para-games and para-athletes
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Humans love certainty so much, they are willing to pay extra for it
The stage for Dunzo, Grofers et al was set in 2003, when Paresh Rawal danced in a Domino’s ad about the 30-minutes delivery promise. The truth is it's not the wait that grinds our gears, it is not knowing how long to wait
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Brands' cause du jour: Mental health
When Simone Biles and Ben Stokes took mental health breaks, several brands stepped up to speak up about mental health. However, sustained conversation, with conviction and action, remains missing