IMPACT magazine

23/07/2024

Despite numerous controversies, the pan masala brands in India have consistently roped in top Bollywood and Cricket celebrities. It is also one of the top advertisers at major events like the T20 World Cup and IPL.

Read more: https://www.impactonnet.com/cover-story/the-masala-in-the-adex-8628.html

23/07/2024

These are the RAD ADs of the week.

Watch here: https://www.impactonnet.com/creative-zone/rad-ads-of-the-week-8633.html

Some of our favourite ads from the past week. Read what the makers behind these ads have to say about the idea and ex*****on.

23/07/2024

: Will BMC’s proposed upcoming policy to prioritize public safety and compliance, reshape Mumbai’s OOH advertising?

✍ Kanchan Srivastava

Will BMC’s proposed upcoming policy to prioritize public safety and compliance, reshape Mumbai’s OOH advertising?

22/07/2024

Advertising has had a mixed relationship with pan masala giants. Recently, the Health Ministry advised BCCI to remove to***co ads from stadiums, which could impact these brands, prominent in cricket events like the IPL.

Read more: https://www.impactonnet.com/cover-story/the-masala-in-the-adex-8628.html

For our special report we cover BMC’s crackdown on OOH advertising after the Ghatkopar hoarding collapse, one of the biggest OOH accidents in the country to date.
Read more: https://www.impactonnet.com/impact-feature/bmcs-crackdown-on-ooh-advertising-8629.html

22/07/2024

: Exploring Advertising’s love-hate relationship with the Pan Masala category, a superstar for AdEx contributing to an estimated Rs 1200 cr., in the face of recent hurdles.

✍ Paawan Sunam

Exploring Advertising’s love-hate relationship with the Pan Masala category, a superstar for AdEx contributing to an estimated Rs 1200 cr., in the face of recent hurdles

19/07/2024

: We take you back to IMPACT's early days and showcase two stories from 2010.

We take you back to IMPACT's early days and showcase two stories from 2010.

18/07/2024

The only way to succeed amidst creative chaos is through persistence, a lesson Hamza Kazi, Head of Music, Dharma Cornerstone Agency learned over years as a musician. Anecdotes from his journey capture this wild adventure perfectly.

Read more: https://www.impactonnet.com/backbeat/a-lifetime-of-musical-adventure-8626.html

18/07/2024

Digital media is becoming integral to everyone's marketing strategy due to its affordability and ability to connect where consumers spend significant time. Precise targeting—by audience, geography, and context—also drives spending towards Digital.

Read more: https://www.impactonnet.com/cover-story/death-of-seasonality-8620.html

18/07/2024

: As recent studies reveal that nine out of ten GenZ in India consider themselves part of a fandom, brands rope in celebrities to get leverage.

✍ A***n Khanna

As recent studies reveal that nine out of ten GenZ in India consider themselves part of a fandom, brands rope in celebrities to get leverage.

17/07/2024

Gabbar Singh's fondness for Glucose-D biscuits in a 1976 Britannia ad was one of the first times a character, not an actor, was used in Indian advertising. This commercial followed early celebrity endorsements like Leela Chitnis for Lux in 1941 and Kishore Kumar for Brylcreem in the 1950s, marking a shift towards fandom advertising.

Read more: https://www.impactonnet.com/talking-point/fostering-communities-8623.html

17/07/2024

Brands are leveraging engaging, interactive experiences like virtual try-ons and augmented reality campaigns to captivate audiences. Dale Imerman, WPP’s VP of Immersive Technology & AI, talks about brands connecting with consumers through innovative, tech-driven marketing approaches.

Read more: https://www.impactonnet.com/impact-feature/wpps-immersive-tech-plans-8621.html

17/07/2024

: Adhish Zaveri, VP Marketing, Shaadi.com talks to IMPACT about the idea behind this new offering, its campaign, and more.

✍ Anjana Naskar

Adhish Zaveri, VP Marketing, Shaadi.com talks to IMPACT about the idea behind this new offering, its campaign, and more.

16/07/2024

Unlike Shaadi.com, where users manage their own profiles, VIP Shaadi offers a personalized service with dedicated VIP consultants who act as matchmakers. Adhish Zaveri, VP Marketing, Shaadi.com talks about the new offering and its unique service model.

Read here: https://www.impactonnet.com/cmo-interview/shaadicom-matchmaking-the-vip-way-8622.html

16/07/2024

When Indian Ad Guru Piyush Pandey received the Lifetime Achievement Award by the Advertising Agencies Association of India, we covered the event in our Happenings segment. Pandey who is currently the Chief Advisor for Ogilvy India continues to be one of the most reverred names in Indian advertising.

Ogilvy

16/07/2024

The Rad Ads of the week.

Click here to see: https://www.impactonnet.com/creative-zone/rad-ads-of-the-week-8627.html

Some of our favourite ads from the past week. Read what the makers behind these ads have to say about the idea and ex*****on.

16/07/2024

: Dale Imerman, VP, Immersive Technology & AI, WPP talks to IMPACT about WPP's foray into Immersive Tech, and what it means for the advertising and marketing ecosystem.

✍ Mansi Sharma

Dale Imerman, VP, Immersive Technology & AI, WPP talks to IMPACT about WPP's foray into Immersive Tech, and what it means for the advertising and marketing ecosystem.

15/07/2024

This Week on IMPACT we are talking about how seasonal brands like air conditioners, fans, aerated drinks, inverters, and ice creams have spread their ad spends throughout the year for constant visibility. Is this the end of seasonality?

Read story here: https://www.impactonnet.com/cover-story/death-of-seasonality-8620.html

We have also featured Dale Imerman, WPP's VP of Immersive Tech & AI, as the company leads transformation on engaging experiences with virtual try-ons and AR campaigns.

Read story here: https://www.impactonnet.com/impact-feature/wpps-immersive-tech-plans-8621.html

15/07/2024

: As brands extend their marketing initiatives to off-season, they bear the fruit of increased sales and year-long visibility. But is it enough to end seasonality?

✍ A***n Khanna

As brands extend their marketing initiatives to off-season, they bear the fruit of increased sales and year-long visibility. But is it enough to end seasonality?

12/07/2024

: It’s antithetical – while one is quirky, the other controversial, one paternal and other voyeuristic – but can still work for both because of their high entertainment value.

✍ Mansi Sharma

It’s antithetical – while one is quirky, the other controversial, one paternal and other voyeuristic – but can still work for both because of their high entertainment value.

11/07/2024

Apart from other sophistications, the cost of going D2C is huge for legacy brands. But the need for first party data surpasses all.

Read more: https://www.impactonnet.com/cover-story/d2c-data-a-goldmine-for-legacy-brands-8613.html

11/07/2024

Why do legacy brands invest in D2C platforms even though 80% of them are not profitable? Perhaps, it’s the value of direct consumer data, the new lifeblood of business.

Read full story here: https://www.impactonnet.com/cover-story/d2c-data-a-goldmine-for-legacy-brands-8613.html

11/07/2024

: Did an uptick in the number of Hindi GECs in 2008 do something positive for the genre? Find out in our old investigation.

11/07/2024

: With starting a creator marketplace in India, experts believe that this new avenue will further grow the influencer marketing sector without necessarily denting talent agencies.

✍ A***n Khanna

With Meta starting a creator marketplace in India, experts believe that this new avenue will further grow the influencer marketing sector without necessarily denting talent agencies.

10/07/2024

A new set of stars position themselves in the advertising galaxy—content creators—who are creating content and becoming the faces of brands. Meta has taken this opportunity to form a 'creator marketplace' directly linking brands with these creators.

Read more: https://www.impactonnet.com/spotlight/a-bazaar-of-their-own-8616.html

10/07/2024

What is this young ‘sweet’ chachu of Bollywood doing hosting the high-decibel scream stream Bigg Boss third OTT season?

Read more here: https://www.impactonnet.com/talking-point/is-sweet-anil-chachu-the-right-fit-for-big-boss-ott-8617.html

10/07/2024

: Shweta Rangra, Head of Marketing, Pvt Ltd. talks about having Sachin Tendulkar as their brand ambassador and how the company stands for maximizing the value of space for their customers.

✍ Pritha Pahari

Shweta Rangra, Head of Marketing, Hafele India Pvt Ltd. talks about having Sachin Tendulkar as their brand ambassador and how the company stands for maximizing the value of space for their customers.

09/07/2024

"With real estate prices skyrocketing, the most expensive thing around you today is space," says Shweta Rangra, Head of Marketing, Hafele India Pvt Ltd, while talking to IMPACT about having Sachin Tendulkar as a brand ambassador, and more.

Read more: https://www.impactonnet.com/interview/managing-spaces-8615.html

09/07/2024

Over the years there has been a stark contrast in how men and women approach investing. Abhik Sanyal, Senior Vice President and Head-Consumer Marketing, DSP Mutual Fund talks about bridging this gap and encouraging women to invest.

Read more here: https://www.impactonnet.com/cmo-interview/girl-power-8614.html

09/07/2024

: Abhik Sanyal, Senior Vice President and Head-Consumer Marketing, DSP Mutual Fund talks about the brand’s vision for women empowerment on the backdrop of the ‘Stranger on the Bench’ campaign.

Abhik Sanyal, Senior Vice President and Head-Consumer Marketing, DSP Mutual Fund talks about the brand’s vision for women empowerment on the backdrop of the ‘Stranger on the Bench’ campaign.