Vamsi Murthy

This raises a few key questions: How can traditional media stay relevant as digital takes over? As rural markets grow, how can brands speak to them in an authentic way? How do brands balance quick digital wins with long-term brand value? The landscape is changing fast. How are we adapting to this transformation? #DigitalAdvertising #AdvertisingTrends #MarketingInnovation

2

Thanks ADGULLY, for capsuling this interview with Rashi Ray , on how #brands advertise during the festive season. #branding #advertising Read here: https://lnkd.in/gzRaDEnQ

2

#AppointmentNews: Leo Burnett India elevates Vikram Pandey and Sachin Kamble to Chief Creative Officers Link in the comments Rajdeepak das Amitesh Rao Sachin Kamble Leo Burnett India #mediabrief #LeoBurnettIndia #VikramPandey #SachinKamble #CCO #appointment #leadership #media

#AppointmentNews: FCB Ulka appoints Hemant Shringy as Chief Creative Officer Link in the comments Dheeraj Sinha Hemant Shringy FCB Ulka FCB Group India #mediabrief #FCBUlka #HemantShringy #CCO #appointment #leadership #media

1

1 Comment

Jist appoints Mehul Munjpara as Head of Revenue Link in the comments Rishi Pratim Mukherjee sattvik mishra Mehul Munjpara Jist Media #mediabrief #JistMedia #MehulMunjpara #HeadOfRevenue #appointment #leadership #media

20

3 Comments

Ever wondered how did THAT influencer garner MILLIONS of followers and still no one really seems to know them or they seem to have a non-existing community or fan following? A recent study by Social Beat revealed that 67% of brands in India face challenges in verifying influencer authenticity and campaign impact. In India, the rise of fake accounts inflates metrics, making it hard for Marketing Heads to gauge genuine reach. Simple Solution: Use tools like HypeAuditor and Qoruz to vet influencers. But I will tell you HOW you can spot fake followers even without using all tools Here’s how to spot the red flags: 🚩 Unusual Follower Growth: Use tools like Social Blade to analyze follower growth patterns. A sudden, sharp increase often indicates purchased followers. 🚩 Extremely Low or Unexceptionally High Engagement Rates: Compare the influencer’s likes, comments, and shares to their follower count. An engagement rate below 1-3% for large accounts could be a red flag. Some influencers are getting overtly smart. They charge up click farms and garner an excessive amount of comments, shares and likes within hours of the content being posted. If the creator gets more than 5% engagement consistently on ALL their branded posts then it's a major red flag. 🚩 Generic Comments: Look for repetitive or irrelevant comments like "Great post!" "Love your look" or "You are so beautiful" These often come from bots. 🚩 Follower Quality: Check the profiles of their followers. Accounts with no profile pictures, posts, or followers of their own may be fake. 🚩 Inconsistent Content Quality: Genuine influencers maintain a consistent tone, aesthetic, and message. Accounts with sporadic or low-quality content might be suspect. 🚩 Engaged Community: Check if they have an active community specific to the platform - example how many people are present in their broadcast ? Do fans of the influencer address themselves with a special name? Are you facing challenges with transparency in influencer marketing? I'm happy to guide you with a free short consultation catered to your brand. Let me know in the comments :)

5

To grow, Performance Marketing needs to learn and adopt from other disciplines #PerformanceMarketing #PerformanceBranding #BrandBuilding

19

While Ashish Khazanchi's Enormous has done a fab job with their communication for Lahori Zeera, it was something else that piqued my interest from this Afaqs! article today. It says the founder and his team were looking at pitches for 1.5 years! From leading ad agencies in the country. One way to look at it is that the founder and his team wanted to zero in on the right idea. The other, unfortunately, not so comforting way to look at it is, many brand custodians today don't have the faintest clue on what the brand should stand for. (In Lahori Zeera's case, for 1.5 years!) This, unfortunately, is not an isolated case. Many new-age clients are in the same boat. And to all the free ideas that were thrown in as pitches for 1.5 years, by the so-called leading ad agencies, I have only one thing to say: You guys created this abysmal scenario for the advertising agency business in this country. #advertising #afaqs #lahorizeera #pitches #brandstrategy

17

Does the latest lull in advertising spends at IPL matches spell the death of advertising? This question is natural given how digital marketing and ad blocks have become the norm in the manner we consume content. Every website and OTT platform today is filled with advertisements for products irrespective of whether it serves any purpose for the consumer, pushing them to spend money to choose ad-free content. But, if that happens, how will brands showcase their products?   Consider this. It has been reported that the percentage of money being spent on advertising during the IPL matches has gone down in 2024. This muted contribution to ad spends is attributed to the “global slowdown in VC funding and a cautionary approach adopted by global tech companies who have decided to exercise caution.” Now, in the light of consumers getting weary and advertisers adopting a cautionary tale, I am reminded of the ad breaks on radio when we kept match scores while listening to the commentary in the olden times. During these breaks, we listened to ads like “Buland Bharat Ki Buland Tasveer” and it almost always brought a smile to the face. As someone who lives, breathes, and works in advertising, I am quite hopeful about the future of advertising. Just last week, McDonald's came up with a campaign in Netherlands, where blank billboards were set up in the open. What was interesting was that once you reached near the billboard, you could feel a whiff of the McDonald’s fries, sparking a desire to go buy it for yourself. This idea, albeit brilliant, is not a novel concept and we have seen perfume brands and soap companies play upon the olfactory senses of customers. It shows that we must keep coming up with new ways to showcase our stuff. The IPL lull, meanwhile, is a momentary pause, and will pick up in the latter half when more engaging matches are planned. It is expected that India’s television and digital video revenues will skyrocket to a staggering $17 billion by 2028. But with the rise of new platforms, good broadband connection and internet-enabled TVs, marketers must rethink their strategy on how these platforms can be used to reach the right audience. #advertising #IPL #marketing https://lnkd.in/gy9AcVre

18

Human insight is the bedrock of effective advertising. It allows brands to connect with their audiences on an emotional and personal level. Understanding what drives consumer behavior, what resonates with them, and what compels them to act is what matters in crafting compelling narratives. Traditionally, this insight has come from human creativity and experience. As we integrate advanced technologies into our marketing strategies, we need to maintain the human touch that makes our messages resonate with consumers. #Advertising #AI #HumanInsight

3

Ranveer Singh turns 39: A bold year of ads for the flamboyant star. He created a big splash this year with his Bold Care ad and won plaudits for stoking conversations around men's sexual health. #Durex I JACK & JONES I MakeMyTrip I #BoldCare I #TicTac I NIVEA INDIA I #Vicks I Zomato #e4m #endorsement #campaign #advertising

5

Personal and professional growth are deeply interconnected. Our CBO, Ankit Banga, shares his journey in IMPACT Weekly Magazine, reflecting on how his career experiences have shaped him into the person he is today. FCB/SIX India #Kinnector #AnkitBanga #FCBKInnect #FCBSixIndia

10

#AppointmentNews: McCann Worldgroup names Ankit Vohra as National Planning Director Link in the comments #mediabrief #McCannWorldgroup #AnkitVohra #NationalPlanningDirector #appointment #leadership #media

87

27 Comments

Activating the Flywheel and how..

9

Exciting times for the Indian advertising market! 🚀 According to IPG Mediabrands Magna Global Advertising Forecast 2024, the Indian ad market is set to grow by 11.8% to reach ₹1,22,155 Cr in 2024 driven primarily by digital media with strong growth also observed in traditional media. 📊Key highlights 1) Traditional media revenue will grow by 8.4% to ₹64,398 Cr.(TV ,Print, Radio and OOH) 2) Digital media is poised to grow faster at almost 16%, reaching ₹57,757 Cr due to the expansion of internet base. 3) Despite being outpaced by digital, traditional media may receive 53% of all ad spend with digital media taking up the remaining 47%. 4) India's traditional media market share is twice that of global (29%) and APAC(24%) size. 🔍Insights 1) As per the report, Social and search could garner 34% and 33% of the digital ad pie respectively. 2) Display and video will follow with 19% and 14% respectively. 3) TV ad revenues in 2024 are projected to grow by 8.7% to reach an estimated ₹39,333 Cr driven by election and cricket. Also said that TV reaches 778 million viewers and overall time spent increased to 230 minutes. 4)Print media (itself as a most trustworthy source of information) will grow at 6.1% (estimated ₹18,771 Cr) and digital print revenue is estimated to be ₹1,300 Cr. India's ad market is projected to enter the top 10 global markets by 2025, reflecting robust growth across all sectors from FMCG to e-commerce. 📺📰 Let's gear up for a transformative year ahead in advertising! #Advertising #DigitalMedia #TraditionalMedia #MarketGrowth #IndiaAdMarket2024

26

4 Comments

THE WORLD OF CELEBRITY BRANDS Kroll is out with its annual survey on celebrities once again. And Virat Kohli in spite of his relatively decreasing fortunes in cricket is no 1 again beating the top film stars. What is interesting is that almost 50% of the ad spends are now digital. India now really looks like a mature market for digital. Such is the force of celebrity endorsement in India that the top 25 in terms of television presence had endorsed 311 brands over 22 categories. This pretty much makes India I think a celebrity brand market. Celebrity endorsements dominate brand advertising. And often marketers don't even care about the fit of the brand to the celebrities personality. The top 3 brands advertised on television are Harpic by Akshay Kumar, Lux soap by Anushka Sharma, Kareena Kapur and ( gulp!) Virat Kohli and Veet endorsed by Sara Ali Khan. Of course Viraj is not the first male to feature in a Lux Soap ad. Shahrukh Khan appeared in a Lux soap ad back in 2005. In the West, they found that male celebrities did not work for Lux Soap after they tried Paul Newman in a Lux film ages ago. But obviously India has discarded that learning because celebrities are a potent force in the country. Gender hardly seems to matter? Another new trend is that celebrities are now entering our board rooms with interests in start ups and other ventures. Celebrities as entrepreneurs are a new trend. But is mass advertising with celebrities resulting in fatigue. Often one tends to remember the celebrity rather than the brand. As the overdependence of celebrities for Indian brands becomes more and more prominent, one has to see if this trend is deteriorating the quality of advertising ideas in India since they are so celebrity dependent. #advertisingandmarketing #celebrityendorsement #brandmanagement

48

20 Comments

Critique is not merely for the sake of criticism. Its true purpose is to generate awareness. An awareness that sparks necessary reforms, changes, and new developments. From the digitisation of infrastructure to government policies and transparency, this article provides an essential overview of these topics. Grateful to have contributed to this much needed piece. exchange4media Kanchan Srivastava Glocal Bridge #programmatic #adoption #dooh

19

2 Comments

Thanks Mediabrief.com & @bcwebwise for this feature. Interesting read about the new SEBI guidelines for unregistered finfluencers. #marketing #story #growth #sebi #influencers

23

Recently, a friend of mine asked me, “How is being a specialised corporate event organiser different from being a party planner for weddings and birthday parties?” It’s a great question, and it made me reflect on how unique the corporate event space is. At Brand Brahma Media & Entertainment Pvt Ltd, we don’t just organise events—we curate experiences that align with business goals, brand values, and strategic outcomes. While party planners focus on creating memorable moments, corporate events demand a different approach altogether. Here’s why: 1. Purpose-Driven: Every corporate event has a clear objective—boosting team morale, launching a product, or engaging with clients. Every detail must serve that goal. 2. Attention to Detail: Corporate events require precision in planning, execution, and delivery. It’s about more than aesthetics—it’s about communicating a brand message with professionalism. 3. Target Audience: You’re not just entertaining guests but engaging stakeholders, decision-makers, and employees. The experience must resonate with a business-minded audience. 4. Higher Expectations: Corporates expect innovation, seamless execution, and tangible ROI from their events—far beyond what’s expected at personal parties. So, while both wedding and birthday parties are beautiful celebrations, corporate events are about creating value and driving business results. And that’s where we come in. If you’re looking to create an impactful corporate event that goes beyond just a great time, let’s connect! #CorporateEvents #EventManagement #BrandBrahma #Professionalism #BusinessStrategy #EventPlanning

18