Anamika Singh

𝗕𝗿𝗮𝗻𝗱 𝗺𝗲𝗲𝘁𝘀 𝗕𝗼𝗹𝗹𝘆𝘄𝗼𝗼𝗱: Brand partnerships and placements in Bollywood have become a classic strategy, blending cinematic magic with commercial prowess. From Coca-Cola’s seamless placements in Taal to ICICI’s presence in Baghban and trendsetting brands like Mokobara in Crew, Bollywood has proven to be a fertile ground for brand stories. 𝗣𝗲𝗿𝗸𝘀 𝗼𝗳 𝗮𝗱𝘃𝗲𝗿𝘁𝗶𝘀𝗶𝗻𝗴 𝗶𝗻 𝗺𝗼𝘃𝗶𝗲𝘀: 𝗔𝘂𝗱𝗶𝗲𝗻𝗰𝗲 𝗘𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁: With minimal distractions, moviegoers are fully immersed in the story, providing a captive audience. 𝗘𝗺𝗼𝘁𝗶𝗼𝗻𝗮𝗹 𝗖𝗼𝗻𝗻𝗲𝗰𝘁𝗶𝗼𝗻: Movies offer a golden opportunity for brands to bond with audiences on an emotional level, keeping their attention for a solid 1.5 to 3 hours. 𝗖𝗲𝗹𝗲𝗯𝗿𝗶𝘁𝘆 𝗛𝗮𝗹𝗼 𝗘𝗳𝗳𝗲𝗰𝘁: When a celebrity endorses a brand, it amplifies the promotion, leveraging their star power. 𝗔 𝗥𝗲𝗴𝗮𝗹 𝗔𝗳𝗳𝗮𝗶𝗿: 𝗧𝗮𝗻𝗶𝘀𝗵𝗾 𝗮𝗻𝗱 𝗝𝗼𝗱𝗵𝗮 𝗔𝗸𝗯𝗮𝗿 Among all these brand and Bollywood collaborations, Tanishq’s partnership with Jodha Akbar stands as a shining example. The film provided a majestic backdrop for Tanishq’s stunning jewelry, perfectly matching the film’s narrative. The cherry on top? The regal role was played by the former Miss World herself, Aishwarya Rai. Tanishq didn’t just showcase its exquisite craftsmanship; it embarked on a journey of creativity. Two hundred artisans dedicated 600 days to craft the 400 kg of gold and precious stones used to recreate the grandeur of Mughal-era jewelry. The intricate process involved deep research into Mughal and Rajput motifs, including studies of 16th-century miniature paintings, private collections, and the Akbarnama. This grand effort beautifully reinforced Tanishq’s brand promise of “revitalizing tradition.” The result? A breathtaking collection named “Jodha Akbar,” featuring 400 products at various price points, translating into an astonishing profit line worth INR 250-300 Crore (INR 2.5 Billion). In this Bollywood magnum opus, Tanishq didn’t play a sidekick or an extra; it took center stage and shone brightly. Do you know of other brands that have taken the lead role in movies? Share your stories in the comments! #tanishq #titan #jodhaakbar

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Indian digital marketers not aware of Brand Lift Study? I recently came across a data point that says only 10-15% of Indian marketers might have actually used a Brand Lift Study (BLS), which is shocking. - How does a Brand Lift Study work? A Brand Lift Study helps you gain insights into the effectiveness of your campaign using surveys shown to groups of people at different times. This includes: Sample group: Consists of people who have seen your ads. Control group: Consists of people who are eligible to see your ads but were not shown them. - What are the benefits of a Brand Lift Study? It provides insights into how effective an advertising campaign is in terms of its impact on the brand. It helps optimize future campaigns by identifying which elements are most effective for brand impact. It can be used to assess the ROI of an advertising campaign. - Measure the metrics that matter with Brand Lift Do people recall watching my video ad? Are my target consumers more aware of my brand after viewing my video ad? Did my video ad influence people to consider my brand or product? Are consumers more favorably aligned with my brand’s message/identity after viewing my ad? Do consumers intend to purchase my product after seeing my ad? To know more about Brand leaf Study - https://shorturl.at/SLMW7 #BrandLift #DigitalMarketing #AdEffectiveness #CampaignInsights #MarketingStrategy #ConsumerBehavior #AdPerformance #BrandAwareness #MarketingROI #IndianMarketers #Advertising #BrandMarketing #MarketResearch #VideoAds #AdRecall

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A recent study by the The Advertising Standards Council of India (ASCI) Academy, in collaboration with design firm Parallel HQ, has uncovered the extensive use of deceptive or 'dark' patterns in popular Indian apps. Dark patterns are misleading UI/UX strategies that can trick users into making unintended choices. The report, titled ‘Conscious Patterns’, analysed over 12,000 screens from 53 apps across nine industries and found that 52 of these employ deceptive design practices. #design #designing #branding #branddesign #advertising #apps #appdesign

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'What were they thinking?' It was me last night during the USA vs England T20 World Cup fixture. Not for the cricket being played but for the two ads I saw. One was by MRF Tyre featuring Virat Kohli, and the other was by Lemonn (yes, with two n), an online broking startup. The first ad, by MRP Tyre, featured Virat Kohli, while the second one was by Lemonn, an online broking startup. In the MRP ad, the voice behind the camera asks Virat for advice: "Virat ji, can you recommend a good car tyre?" MRF once captured my childhood mind with the logo on Sachin Tendulkar's bat — a marketing genius. I don't know why they missed the mark here. Why ask a cricket star about car tyres? Asking Virat to vouch for tyres without context falls flat. Imagine seeing him take on rough terrain, showcasing the tyres' durability—that would resonate more. The Lemonn ad prides itself on being a no-cost ad. It literally shows lemons instead of DDLJ, Chak De India, Mohabbatein, or Dhoom characters in the iconic scenes. Their call to action: Like this no-cost ad, buy stocks at no cost. A fresh approach, sure, but does it build trust? Trust and competence are paramount when it comes to financial decisions. This is especially true when there are many established options. The Lemonn ad, despite the unique approach it tries taking, falls flat on these and, unfortunately, even on humor. What do you think? Should brands stick to their core competencies when choosing endorsers and narratives? Or is it okay to take a creative leap while risking credibility?

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Yesterday, got this opportunity to attend CMO Collective Event by Google here in Mumbai Here are a few key takeaways 1. AI is here to make life simpler and quicker for marketers. Creative personalization and adaptation that usually takes time can now be achieved with ease and much lesser time. More time for designers to think than to scramble for making so many adapts Copywriters can leverage AI to come up with performance oriented communication that enable marketers to quickly deploy, learn, discard and re-deploy 2. There is an ecosystem that helps build actionable plan to implement and adopt AI. Rajat Mathur is running GenAI catalyst progam to guide businesses 3. Digital Media buying is becoming much simpler with the help of AI by leveraging first party data and combining it with 3rd party insights. We marketers don't need to make assumptions and hunches anymore 4. The role of CMO is now expanding and growing bigger. Understanding of technology gives us a better edge and make much more informed decisions. What are your thoughts? Would like to know more about how you are using AI to make life simpler. Thanks Megna Shankaranarayanan for the invite. Look forward to adopt some of these for 5paisa It was nice meeting old colleagues/friends Jennifer Pandya Manish Dhamankar and cherishing good old memories Made new connections Ashish Mishra Suvarna Athavale . It was pleasure meeting you. Look forward to stay connected

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Discussing the rise of retail media on The Economic Times. Rise of retail media in India underscores the growing significance of platforms leveraging consumer data for highly precise ad targeting. By integrating advanced analytics and purchase behaviour insights, retail media channels are becoming essential tools for advertisers seeking to optimise engagement and maximize ROI. This trend highlights a broader shift in digital marketing strategies, where data-driven approaches are reshaping how brands connect with India's rapidly expanding online consumer base. #retailmedia #digitaladvertising Javed Farooqui

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India's festive season is not limited to a 45-day window, and we see engagement from users across the year." - Gaurav Jain, Chief Commercial Officer, ShareChat & Moj for Business In this interview, Gaurav Jain shares insights on how India's festive season extends beyond traditional timelines, offering brands a year-round opportunity for engagement on platforms like ShareChat & Moj for Business. He discusses user behavior, content creation trends, and how these platforms are shaping brand strategies. Check out this must-read article! Read more: https://lnkd.in/gJFAt6mC #ShortformBigImpact #FestiveMarketing #ShareChat #Moj #DigitalIndia #ETBrandEquity ShareChat

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Why trust flashy ads when you can hear from real people?  In India, 70% of consumers rely on user-generated content (UGC) like reviews and testimonials before making a purchase. This shift towards authenticity isn’t just a trend; it’s reshaping how brands build trust. By integrating UGC into your marketing, you could see a 29% boost in web conversions and a significant increase in customer engagement. With 64% of Indian consumers actively seeking reviews, it’s clear that UGC is no longer optional but essential for any brand looking to connect authentically with its audience. Leverage this by encouraging your customers to share their experiences and highlight these across your digital platforms for a more genuine and relatable brand narrative. Embrace UGC, and turn your customers into your most powerful advocates. It’s not just about marketing—it’s about building a community that trusts and engages with your brand​. #TrustInUGC #CustomerExperience #AuthenticMarketing

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In the world of marketing, where ambassadors are often chosen based on metrics and marketability, rare are the moments when a brand goes beyond the transactional and celebrates the emotional. The recent tributes to Ustad Zakir Hussain by Taj and Unilever are nothing short of extraordinary. A full-page ad in The Times of India, a heartfelt acknowledgment that the ambassador is bigger than the brand—these gestures remind us that true connections transcend campaigns. For decades, Ustad Zakir Hussain was not just the face but the soul of these brands. His legacy is a masterclass in what it means to embody a brand's essence so deeply that his image and the brand become one in the consumer's mind. This is not just ambassador marketing; this is relationship marketing at its finest. It’s a beautiful reminder to marketers everywhere: Your ambassador is not just a spokesperson—they are the heart and soul of your brand. When that relationship is genuine, the impact lasts a lifetime. Agency: Ogilvy #BrandAmbassador #UstadZakirHussain #MarketingLessons

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30 Day of Brilliant Indian Marketing: Day 5 I started out by wanting to do this case study on Imperial Blue because of their "Men will be Men" ads. But then I found the case study that spoke about Royal Stag and found their strategy to be much more interesting and more holistic. Royal Stag is on the 6th Spot according to the Millionaire's Club Report 2023, where they sold 27.1 million cases! The MOST important part of their strategy is that they figured out the most important elements to Indians - Bollywood, Cricket and Pride in Achievement. They made their communication relevant, placed it perfectly and made no compromise in their quality of work. Which is what they stand for! (I realised this once I completed my case study, and it was a full-blown 'Eureka' moment.) Other notable actions from the brand: 1. Clever play on the word "large" which is, for people who consume alcohol, a large drink of 60ml. 2. Since they cannot advertise alcohol directly, they had to create a stunning narrative for their brand through surrogate advertising, which they did. 3. Brand positioned cleverly with stories & dreams & achievements. This ties directly into celebration & a sense of "making it" in the world. 4. Endorsers are only highly accomplished individuals in their respective fields such as Shahrukh Khan, Gautam Gambhir, and Ranveer Singh. Arjun Kapoor was also looped in to showcase his incredible fitness journey. 5. Majorly placed during cricket, combining it with Bollywood. They knew where their target audience was looking and they made sure they were visible in those places. 6. Select Large Barrel Short Films was created to align with the storytelling of the brand, and has become a brand in itself. ___________ This series will be presenting areas for research and understanding of marketing professionals. These posts are not case studies and the research is secondary through the internet. All the links are mentioned in the comments. #contentmarketing #marketing #branding #surrogateadvertising

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In the mad rush of trendjacking and growth-hacking, Rahul, CEO & Co-Founder, tgthr, speaks about something fundamental that has been overlooked - the brand narrative. Read the article on exchange4media.

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A very interesting view on how marketing has to delve into deeper than normal qualitative or quantitative insights. Neuroscience can help! #marketing #branding #humanbehaviour #consumer #behaviour #communications ET BrandEquity https://lnkd.in/db5K8ER3

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Interesting insights from two reports on news consumption in India: According to a Reuters Institute report based on a YouGov survey, almost 71% of Indians prefer online news, with 49% relying on social media. The report also highlights that 54% of Indians consume news from YouTube, 48% from WhatsApp, and 35% from Facebook. In contrast, a separate report by MSLGROUP India found that 83% of Gen Z respondents from Tier 3 and 4 cities in India selected print media as their top source of daily information. Does this indicate that while people in metros and large cities have moved to online platforms and social media for their news, those in Tier 3 and 4 cities still primarily rely on print media? #Newsconsumption #DigitalNewsReport2024 https://lnkd.in/gAGpnbi9 https://lnkd.in/gaiEJu7x

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Insights Success magazine is pleased to feature BrandLoom Consulting steered by Founder and CEO Avinash Chandra. Brandloom enables companies to transform the digital landscape enhancing the brand visibility with the right audience and at the right time. Read More: https://rb.gy/oul8o2 #InsightsSuccess #BusinesseMagazineforEntrepreneursinIndia #TopBusinessMagazine #BusinesseMagazine #AvinashChandra #BrandLoomConsulting #DigitalMediaMarketingCompany #DigitalMarketing #OnlineMarketing #DigitalMedia #IndianEntrepreneursSuccessStories

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Ganji Chudail: A new chapter in marketing playbook or just another passing trend? While Ganji’s rise signals a willingness to break conventions, not everyone is convinced of her sustainability. Read more: https://lnkd.in/gkTd9bxa ✍️ Soumya Gawri Dr. Sandeep Goyal Tarunjeet Rattan Samit Sinha #GanjiChudail #MarketingTrends #BrandingInnovation #BreakingConventions #SustainabilityInMarketing #NewMarketingEra #AdvertisingDebate #CulturalShift #MarketingPlaybook

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Harsha Razdan: “In a market where only the fittest survive, these strategic moves ensure we leverage cutting-edge trends and technologies, solidifying our leadership position. India is on the cusp of a massive boom in influencer marketing. Brands are doubling down on influencer campaigns. Gen Z and millennials love the fresh, authentic vibes from influencers, while Gen X and Boomers still prefer traditional brand messages. It’s a fascinating balance, but influencers are definitely the new power players for younger audiences." Read more here: https://lnkd.in/g5MT9ixY | exchange4media | Kanchan Srivastava | | Anindita Sarkar | Abheek Biswas | Prabhupreet Singh Ahuja | Prerna Sagvekar | Lubna Surti | Archie Kothari |

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Family-owned brands. Some last through multiple generations. Others fizzle out after a generation or two. The reason: either the inheritors don't understand the effort that the original brand creator had put in or try and modify the brand without understanding its essence. Reliance Brand was inherited by Mukesh & Anil. Mukesh continued with the approach of his father, took the brand a few levels up. His children are carrying on the tradition. Anil, on the other hand has all but managed to sink his inheritance down the drain. Someone should do an in-depth study as this will be a great case study for future marketers. Godrej was a leading brand in 80s & 90s. Today, its ceded space to other brands in almost all categories it is in, and has now found markets in Tier 2 & 3 cities. Kumarmanglam Birla has taken the business he inherited from His father; Aditya Birla Group has a very strong presence in multiple countries. Tatas is another group that has grown over time. The inheritors haven't tampered with the core of the Tata brand while stamping its presence in multiple businesses, and several of these are very new businesses. For example, TCS is among leaders in IT. Some of Indian Political parties are fabulous examples of "what not to do" with a brand. Leaders like Akhilesh Yadav, Sukhbir Badal, Uddhav Thackeray & others had everything handed to them on a platter; they hadn't seen the effort that their fathers had put in to create the parties and cultivate the constituencies. Most of these leaders have grown either too arrogant or greedy and have completely disregarded the reasons behind the inheritance that has come to them easy. As for the inheritors of India's oldest political party, the less said the better. Inheritors like Omar Abdullah & Mehbooba haven't just tried to keep the core intact; they have taken a few steps backwards. With a total disregard to changes in the current situation. The political landscape holds a few lessons for those interested in brands. Especially in understanding how brands last long. Beyond a few generations. #brands #marketing #longlastingbrands #advertising #communication #politicalbrands

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Had a wonderful discussion on the topic: The future of PR in the age of AI at the ADGULLY Imagexx2024. Great insights and learning from fellow panelists Bhaskar Majumdar Vandana Sandhir Dr Samir Kapur Dr Navneet Anand and Sanjeev Handa We all agreed that the relationship of AI and humans is symbiotic and technology needs to be embraced in PR as it is a value multiplier rather than a threat. People will need to upskill to learn how to use #AI to its advantage for sentiment analysis, data mining, hyper localisation, personalized communication etc. while using their time to analyse the data churned by AI to create more nuanced communication, build relationships with their audience, understand insights and build more personalized narratives. You can automate a process, but you can never automate authenticity.. You can see a glimpse of the discussion in the video. #imagexx2024 #AI #PR #corporatecommunications #collaboration #humans #machinelearning

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