Venkata Susmita Biswas
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@Venkata Susmita Biswas
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Venkata Susmita Biswas
When brands connect with consumers from the heart, they reciprocate: Samsung India CMO
Samsung is shunning ads focussed on features to tell stories about the people it serves in India
Spotlight: How well can Branded Content solve strategic business problems?
Snackable content has many takers and can successfully engage with viewers, but the question the industry is trying to answer is whether branded content is well-poised to solve strategic business problems
e4mChillout: Theatre actor, fun-loving father, experimental cook: Some of the many faces of Rohit Malkani
The Executive Creative Director at Law & Kenneth Saatchi & Saatchi moonlights as a theatre artist and his 8-year-old daughter has taken after him already
Akshay Kumar-HUL ask users to choose #SahiAyurved in new ad
The ad features Akshay Kumar, the brand ambassador for Lever Ayush
Amazon.in is now the one-stop-shop for third-party product launches
Over the last two years Amazon.in has doubled the number of third-party product launches and hopes to once again double the number of brands in 2017
If we reward awards, culture of the organisation will go for a toss: Anil S Nair
The CEO and MD of Law & Kenneth Saatchi & Saatchi talks shop on his appointment to the Saatchi & Saatchi Global Leadership Team, winning awards at Cannes and more
Bisleri battles look-alikes with vernacular labels
Bisleri is investing Rs 50-60 lakh on introducing bottles with dual-language labels across the country
How social media increased BankBazaar's consumer engagement
BankBazaar has increased its marketing spends on digital by 15–20%
The consumer is hooked on to content all day long: Jignesh Maniar, Onads Communication
Ad man Jignesh Maniar’s agency will now create engaging video content for brands
What's common between Baba Ramdev, Trivago Guy and Steve Ballmer?
They have all been the ? ?face? ?of? ?their respective? ?brands, with Steve Ballmer and Baba Ramdev predecessing Abhinav Kumar, the Trivago Guy
Independence Day campaigns that said it all
Independence Day campaigns, this year, reminded us about the true nature of independence and patriotism
Our next acquisition will be a digital marketing agency: Harris Thajeb, Chairman, DAN Indonesia
DAN Indonesia's last acquisition of Indonesian independent ad media group Dwi Sapta has made them the number two agency in Indonesia. Harris Thajeb talks about his goals for 2020 and the digital way forward
Ace Boxer Vijender Singh is the Face of Patanjali Health Drink - Power Vita
The marketing campaign for the new product is led by a TVC conceptualised by DDB Mudra North
We want this campaign to change behaviour and get more users on Uber: Sanjay Gupta, CMO, Uber India
Conceptualised by Taproot Dentsu, the TVC tries to tell customers to think of Uber as their own personal car. Experts think it is an opportunity lost and could have easily been any cab-hailing service’s motto.
Patanjali to significantly increase ad spends in 2017
Industry insiders speculate that the FMCG disruptor’s intensive marketing initiatives will result in an increase in ad spends
We set aside 10-15% spend for content marketing: Aparna Mahesh, CMO, FreshMenu.com
One of the marketing initiatives by FreshMenu.com includes a recently launched magazine produced in partnership with DontBeContent
Bar soap ads shun falling rose petals for grit and grime
Two brands, Vivel and Hamam have both cashed in on the women empowerment sentiment to create a refreshing brand communication
We want to triple ourselves this year to reach the $3 million mark: Barin Mukherjee, Co-founder, DigitalF5
The company that began with two people is now 53 members strong and expects to triple itself this year to reach the $3 million mark
Ad-spends see minor short-term decline due to GST
As July draws to a close, we take a look at how marketers reacted to the new tax regime
Amagi Media will launch Thunderstorm technology in India by October
Baskar Subramaniam, Co-founder, Amagi says that the technology works in real-time and inserts ads seamlessly within the content stream, rendering ad-blockers ineffective
Parle Products takes on counterfeiting with latest campaign
Parle Products has launched the second phase of its integrated brand campaign that will continue to champion its diverse range of confectionery
IAA tour of Israel to focus on imbibing start-up culture
International Advertising Association India Chapter (IAA) kicked off the week-long IAA CEOs Tour to Israel on July 23
e4mChillout: Table Tennis is akin to meditation for Vivek Bhargava!
Vivek Bhargava, CEO, DAN Performance Group, is a national-level Table Tennis champion, has won a game of chess against Viswanathan Anand, and is learning stand-up comedy!
Zirca will launch 3 content marketing related products in the next two years: Neena Dasgupta, CEO & Director, Zirca Digital Solutions
Zirca Digital Solutions launched a native advertising management platform, ContentdB, on Wednesday
BookMyShow gets 25% of its advertising from non-movie brands
We speak to Avisha Goswamy, VP - Sales and Alliances on how a niche segment website became a universal platform
Air India's brand equity dented by Rs. 800 cr in trying to save Rs. 8 cr, say experts
The decision of the national carrier to not serve non-vegetarian meals to its Economy Class passengers flying domestic routes has caused a countrywide uproar
In-app advertising: Challenges of a promising medium
It is a high-growth space that is still in its nascent stages
A Rs 225 cr marketing budget is a good problem to have: Sandeep Aggarwal, Founder & CEO, Droom
A Rs 225 cr marketing budget is a good problem to have: Sandeep Aggarwal, Founder & CEO. Droom Droom has assigned Rs 100 crore for TVCs alone
Targeted ads will not suffer when Google stops reading mails: Experts
Google has sufficient data on users for targeted advertising, does not need to scan emails any longer
e4mSpotlight: Simplicity wins, say experts about India's award-winning campaigns at Cannes Lions 2017
Healthy Chalk Sticks, Afghan Immunity Charm, Adidas Odds, Roads That Honk, #GiveHer5 campaign and more won big for telling beautiful and simple stories while providing solutions
Cannes Lions 2017: Still a long way to go in Digital; time to reflect Mobile, Creative Data no-show
India has not won a metal in the Mobile, Digital Craft, Creative Data categories since 2014
Cannes Lions 2017: India all set to break 2013 record of 33 metals
Cannes Lions 2017: India all set to break 2013 record of 33 metals
Star Sports 1 Tamil TVC is all about Tamil Pride
The regional channel, which is the first of its kind in India, kicked off recently with a 360-degree marketing campaign, #MachiAreYouReady
Lota party vs love: Akshay Kumar's Toilet Ek Prem Katha takes PM's Swachh Bharat Abhiyan to a whole new level
Censor Board chief, Pahlaj Nihalani hailed the film for promoting the government’s Swachh Bharat Abhiyan and said that the film should enjoy a tax-free status
PayU's LazyPay will let you put off payments by 15 days
PayU has set aside $50 million to develop, market, and promote the one of its kind deferred online payments service that launches in India today
What drives China's marketing and advertising machinery?
Burns decodes China’s marketing/advertising/PR industries and the major trends driving the Chinese industry
e4mchillout: Rubeena Singh is a Weekend Ninja!
Fitness enthusiast, gardener, fashionista, gracious host, daughter and mother -- these are just some of the roles Rubeena Singh, CEO, iProspect, juggles on an average weekend
Samsung India keeps up the emotional thread, talks taking pride in a daughter in new ad
The campaign conceptualised by Cheil India has received approximately 13 million views on YouTube in two days
Marketing campaigns for intimate hygiene products need to be bold: Neeta Aggarwal,
Intimate hygiene products have grown significantly in the last couple of years, attracting new players like Ozone 1M to the Rs 200-250 crore market
GM could not innovate for the Indian market, say branding experts
The companyhad been performing poorly in India and held less than one percent share of India’s car market
Rajiv Dingra’s 3Cs: Chicken, Chai and Caramel Popcorn
Rajiv Dingra’s life away from work is mostly filled with chicken, travel and adventure
Swiggy eats its way to success; records highest ever business during IPL 2017 Final
Swiggy saw 23% increase in new user orders on the back of IPL alone
PepsiCo enters dairy market with Quaker Oats + Milk
PepsiCo has launched its third product under the nutrition category in as many months; Quaker Oats + Milk has been co-created by Sachin Tendulkar who worked closely with the R&D team at PepsiCo India
It's Ranbir Vs Ranveer on travel portals. Yatra ropes in Ranbir Kapoor to counter MMT
Competitor Makemytrip has been featuring Ranveer Singh, Alia Bhatt and Diana Penty in its marketing campaign
Parle spends over Rs 50 cr on consolidating brand identity
Parle Products’ ‘Naam Toh Suna Hi Hoga’campaign during the IPL 2017 season aims to connect sub-brands with the mother brand, Parle
Global markets: The next frontier for Indian OTT platforms
While Indian users remain averse to S-VOD, OTT players look at a foray into the international market for a piece of the S-VOD pie
Republic TV trends on Twitter with 100 tweets a minute
The much-awaited Republic TV goes live amidst mixed reviews, Twitter buzz
All comedy on digital need not be crass; Hotstar to prove this with Sarabhai vs Sarabhai Take 2
Sarabhai vs Sarabhai Take 2 will premiere on Hotstar on May 16 after a ten-year break
Ads from telecom, e-commerce, and banking sectors witnessing steady increase in complaints: Shweta Purandare, Secretary General, ASCI
Industry watchdog received 72 complaints against ads in the telecom industry in 2016-2017
Traffic on our website up 64% on the back of IPL: Rajat Mehta, Yes Bank
All about how Yes Bank leverages IPL to gain consumer mindshare
Regional OTT content growth will contribute to 35 per cent of viewership for next five years
Regional content space has approximately 750 million untapped internet users
Eveready to shift focus on appliances; likely to double ad-spends
Eveready’s ad spends on the home appliances segment to be much lower than that of a new brand entering a new market
Google Areo uses unique model to enter food delivery and home services sector
Technology giant Google plays it safe with its foray; will function only as an aggregator and not enter the fulfilment part of the business
Brands focus on South India centric marketing for Bahubali - 2
Britannia, Mc Donalds, Fueladream and Nestle tie-up with film, which will release on April 28
Abhay Deol slams fellow actors endorsing fairness creams, fans racism debate
Deol’s witty posts mocking at celebrity ads that perpetuate the inferiority of dark skin go viral on social media
Amazon India Backs Chonkpur Cheetahs for IPL 2017
Amazon India, a presenting sponsor for IPL 2017, launched a new campaign around the IPL T20 theme on Wednesday. The campaign titled India ke Sapno ki Apni Dukaan is Amazon’s first ever IPL-related campaign
Scatter Solutions will soon tell brands what they should talk about: Rajan Srinivasan
Exchange4media caught up with CEO and Founder Rajan Srinivasan for the complete low down on Scatter’s journey from 2014 and what is in store for 2017
Adidas to go fully digital; will Indian brands follow suit ?
Adidas ads will no longer be seen on television. Kasper Rorsted, CEO, Adidas recently said that the brand’s entire marketing initiatives will move to digital channels.
Terminally ill patients teach us how to #LaughAtDeath
: A new IAPC public awareness campaign on palliative or end of life care is aimed at helping Indians #LaughAtDeath. The campaign has been conceptualised by Medulla Communications
Being desi: Lufthansa India’s success story
Following the first ‘More Indian than you think’ campaign in 2014, Lufthansa saw a 13% passenger growth
Brands increasingly focus on after-sales service ads, reassure customers
There is a fresh crop of after-sales customer service based TVCs, which have a unique message but will only see fruition if the service lives up to the claims made in the ads
Following sexual assault allegations against Arunabh Kumar of TVF, experts believe clumsy handling of accusations threaten to damage brand image
On Monday, a woman in an anonymous open letter accused CEO of The Viral Fever Arunabh Kumar of molesting her on multiple occasions. Following the allegation, Twitterati has called for a boycott of TVF
VISA India now promotes digital payments with #KindnessisCashless campaign
VISA, the credit card brand, in a bid to sign in more users and push the forward the Digital India movement launched a campaign asking uses of VISA cards to teach others how to
Consumer behaviour has negatively impacted Search Engine Marketing
The DAN e4m Digital Report finds that the share of advertising spends on Search will decline from 27% to 19% by 2020.
Women across the world finally take centrestage in sportswear ads
A recent global campaign from Adidas features women athletes, a woman fitness trainer, and super-model Karlie Kloss
When Paper Boat’s founder tried to bring back 25kgs of purple carrots from Turkey to recreate a forgotten Indian drink…
Three of India’s leading entrepreneurs Neeraj Kakkar of Paper Boat, Vijay Shekhar Sharma of Paytm and V Vaidyanathan of Capital First came together at Outlook Business Leading Edge 2017 to share their insights on becoming entrepreneurs
Fashion brands stand up aggressively for women empowerment
Be it the latest offering from Reliance’s AJIO, Myntra, Zivame, or even the global brand - United Colours of Benetton, each of the brands have offered their take on various aspects of women empowerment
Patanjali's ad receives flak on social media for trashing "unsanskaari girls"
One of Patanjali’s most recent advertisements for it Saundarya-line of skin care products received flak on social media for suggesting that a “traditional” girl who uses Patanjali products has superior skin compared to her “bindass, wannabe-type” sister
Advertisers need to change their views about ASCI’s role: SK Swamy, ASCI Chairman
Advertisers who have so far challenged ASCI’s role as a self-regulatory body saying that it should not be interfering and commenting on their work will now have to modify their view based on the SC’s judgement, says SK Swamy, ASCI Chairman
Parachute Advansed Hot Oil moves from aspirational to inspirational with latest ad
Parachute’s latest ad has garnered 6 lakh views on YouTube following the campaign’s launch on January 24, 2017
#RepublicTV garners netizen support; goes social for recruitment, building viewership base
Across social media channels #RepublicTV, #Republic, @republic, and #workwithArnab have spurred close to 24,000 social media interactions since January 12. The conversations around Republic, workwithArnab were 41.2 per cent positive in sentiment and only 13 per cent negative, with many people seeking to join the team and registering their unwavering support for the channel
No dramatic drop in digital ad spends post demonetisation, say industry experts
Sanjay Mehta, Charulata Ravikumar and Rajiv Dingra say digital medium did not see dip in advertising post demonetisation
Titan Raga returns with another progressive TVC
Titan Raga TVC campaign speaks about the modern Indian in the context of a woman’s career, marriage, & gender bias at the workplace.
As Adblock hits ad sales revenue, Indian news websites grapple with tech glitches
Aggressive Adblock Plus software updates that beat the latest adblock-block seem to be keeping Indian news websites on their toes
Innovative ad campaigns riding on the back of demonetisation
A look at the ad campaigns that hit the mark during the demonetisation season, and understanding why other brands failed to utilised a golden 4-month window to launch innovative advertising campaigns
Paytm faces multiple challenges at a crucial juncture of its journey
Multiple tragedies have befallen the mobile-wallet service provider from technical glitches to trademark infringements and advertising failures that the brand needs to overcome
Rewind 2016: Advertising campaigns that broke social stereotypes
2016 saw many campaigns that dealt with social causes. Here are some that were the most popular
Jack Dorsey draws out plan for Twitter upgrades based on user wishlist
Twitter CEO Jack Dorsey asked users to tweet what they would like to improve or change in Twitter in 2017. Users wrote back and Dorsey said he will attempt to address the concerns of the users
The next big thing: Live broadcasts on social media
Facebook, Twitter, and Instagram now have the feature to live broadcast videos from their mobile apps. Could this be the next big thing for advertisers and marketers?
Bitcoins usage catches up as consumers seek ways to wade cash crunch
Bitcoin start-ups in India witness spike in user registrations post demonetisation
Demonetisation gives Grofers much-needed push; launches creditline for corporate employees
Grofers, the on-demand online grocery delivery service, has launched a creditline for corporate employees
While US lobbyists demand transparency on social media endorsements; India lags behind
Some celebrities and influencers like Kim Kardashian use #ad when they post endorsements of products. There are also about 5 lakh posts that use #advertisement and three million posts that use #ad on the photo sharing social media platform
Jayalalithaa's political career a lesson in brand marketing
We bring you the refined marketing tactics that late Chief Minister J Jayalalithaa used during her political career