ITV

Category: Media and Advertising

  • Out-of-home still rules the streets as brands chase the last unskippable medium

    Out-of-home still rules the streets as brands chase the last unskippable medium

    MUMBAI: At Goafest 2025, the session ‘Ignite The Attention – The Last Unskippable Medium’ spotlighted the enduring impact of out-of-home (OOH) advertising. The panel, moderated by Indian Outdoor Advertising Association (IOAA) CEO Praveen K Vadhera brought together industry heavyweights who argued that while screens can be skipped, billboards can’t be scrolled past.

    Adani Group head of corporate branding Ajay Kakar opened the discussion by cutting through the jargon. “Stop dividing media into digital and non-digital”, he said. “What matters is strategy for the consumer, not the medium”. Kakar called on the industry to steer clients, not just serve briefs, and stressed that OOH creatives must be original—not borrowed from print. “The idea is what truly matters—it must create impact”.

    Times Innovative Media (Times OOH) CEO Shekhar Narayanaswami defined the category in plain terms: “OOH is the experience of stepping out”. He described the medium as a counter to screen fatigue, offering unavoidable visibility. He added that combining physical ads with social media can amplify brand recall.

    Adonmo MD Sandeep Bommireddi reframed digital as a horizontal shift across all media. “Integration, not isolation”, he urged. OOH, he argued, is already evolving into smarter formats through tech overlays and data targeting. “Choose media based on your audience—not out of habit”.

    Platinum Communications and Madison Retail Paradigm CEO Dipankar Sanyal emphasised that “gut instinct is no longer king”. Today’s OOH is data-rich, performance-tracked, and measurable. “We now speak in the language of impressions and outcomes”.

    Karukrit Advertising VP Promita Saha brought the consumer lens into focus. “The consumer comes before the canvas”, she said, advocating for OOH stories that adapt to cultural moments. “Melas and local events are missed opportunities when we reuse print assets. The environment deserves its own narrative”.

    Together, the panellists agreed that OOH is more than a medium—it’s a mindset. One that blends tech, culture, creativity and commerce in an unskippable format.

  • Gender bender agenda breaks bias on brands’ storytelling assembly line

    Gender bender agenda breaks bias on brands’ storytelling assembly line

    MUMBAI: Stirring the pot, not the soup, panel shreds the gender script in adland, Forget ‘pink for girls’ and ‘blue for boys’ at the GoaFest 2025 panel Beyond Pink and Blue, industry leaders dismantled the creative clichés still haunting adland like ghosts of campaigns past. From financial services to fashion, panelists shared both their victories and roadblocks in trying to make marketing more inclusive, authentic, and frankly, less boring.

    Moderated by Megha Tata, the discussion brought together voices from across the spectrum like Aditya Birla Capital CMO Darshana Shah, Neil Patel Digital MD Rubeena Singh, Talented co-founder and CCO P.G. Aditya, and Makemytrip CMO Raj Rishi Singh.

    Darshana Shah laid bare the startling findings of a study supported by UNICEF and the Gina Davis Institute: of over 1,000 TV and digital ads analysed using AI, women appeared as often as men but were largely stuck in kitchens or beauty aisles. Men, unsurprisingly, got to handle the chequebooks and cars.

    Even more worrying was how these stereotypes are being hardcoded into generative AI tools. Shah recalled prompting image generators for a 40-year-old Indian woman, only to be served stocky brown-skinned figures wearing bindis with yoga pants. “Even when you say ‘no saree,’ the AI insists on putting her in one,” she quipped, pointing out how algorithms are learning from outdated media input.

    As she explained, “We’re teaching AI stereotypes faster than we’re unlearning them ourselves.”

    Despite leading marketing in a “quintessentially male-targeted” financial services firm, Shah has spearheaded campaigns like Motherhood on Hold, addressing the rising trend of women delaying childbirth due to financial independence. A staggering 45% of Indian women now make that choice, a reality rarely reflected in advertising.

    Still, progress hits walls. Shah shared how she turned down a bold campaign idea around gender-transition challenges in financial documentation simply because the infrastructure and regulation weren’t ready. “We can’t just talk inclusivity if the backend systems still say ‘no’ to identity updates,” she said candidly.

    P.G. Aditiya offered a refreshingly blunt perspective: “Old tropes are not just sexist, they’re creatively lazy.” Behind Talented’s much-lauded work for brands like Tanishq and Urban Company, he credited not just client bravery, but female creators leading the charge from strategy to direction.

    He urged agencies to reframe inclusivity not just as ‘good business’ but ‘good storytelling’. Referencing the Bechdel Test (which Shawshank Redemption famously flunks), he said creatives should challenge the tired setups: men watching TV while women cook. “If your ad only works with that setup, your idea probably isn’t strong enough,” he said.

    Digital may be dynamic, but it’s not immune to legacy mindsets. Rubeena Singh observed that while Gen Z consumers fluidly reject binary gender norms, media decision-makers largely male and over 45, still cling to archaic assumptions.

    From fertility brands that shy away from including men in IVF discussions, to women’s safety campaigns unwilling to speak to male allies, Singh said, “We’ve won some battles, but most briefs still come in wearing blinders.”

    And when briefs do break bias? “It’s usually the younger teams pushing it,” she said, advocating for greater representation at all levels—especially in client rooms where bold ideas often get neutered.

    Across the board, the panel agreed: change starts with who’s in the room. Shah now insists on reviewing director lists for gender diversity before any campaign shoot. “If we want diverse stories, we need diverse storytellers,” she said.

    The path to gender-conscious creativity may not be smooth, but panels like this prove the appetite for transformation is alive and well. As one speaker put it, “Doing the right thing is also often the more interesting creative path.”

    Now that’s a plot twist adland could use.

  • From AI to identity: Goafest day two opens with punchy panels and purpose-driven ideas

    From AI to identity: Goafest day two opens with punchy panels and purpose-driven ideas

    MUMBAI: Day two of Goafest 2025 opened on a high note—literally—with Indian musician Raghav Sachar delivering a live performance titled Ignite Hungama, presented by Sharechat, Moj, and Truecaller. As the crowd swayed, the festival shifted gears into strategy mode with conversations that touched tech, gender, identity, creativity, and commerce.

    The morning’s keynote panel, ‘From Code to Commerce: Growth in the AI Age’, brought together Arjun Choudhary (Swiggy), Sanket Prakash Tulangekar (MakeMyTrip), Tejas Apte (HUL), and Pragya Bijalwan (Voltas), moderated by journalist Anuradha SenGupta. Presented by Meta and Saptharushi under the Ignite Growth theme, the discussion centred on how generative AI is upending business operations, creativity and consumer journeys.

    Choudhary described AI as “as fundamental as math”, citing how non-tech teams now use it for demos, dashboards and decision-making. Bijalwan called AI an enabler of “personalisation and predictive maintenance”, adding that it “humanises technology in consumer products”. Hul’s Apte showcased tools like Shikhar and internal GenAI platforms for R&D, while Tulangekar introduced Myra, Makemytrip’s AI-powered assistant built on multi-agent orchestration. Each panellist agreed: AI is a skill, not a threat—and reskilling is the need of the hour.

    At the Gyaan Podium, Warc and Andersen Consulting India unveiled the Pace Principles report. Biprorshee Das and Sujeet Kulkarni called for a balanced media strategy: 50 per cent on long-term brand-building and 50 per cent on performance marketing. “It’s not ‘brand plus performance’, it’s ‘brand-time-performance’”, Kulkarni said. Das urged marketers to stop isolating equity work, calling the ‘multiply effect’ a winning integration model.

    At the Makemytrip Presents AdAsia Macau Road Show, AFAA chairman Srinivasan Swamy confirmed the 39 edition of AdAsia will be held in Macau on 27 August. Swamy called for over 100 Indian delegates and assured attendees of familiar comforts: “Indian food and hospitality will be arranged”.

    Back at the Knowledge Partner – ASCI panel, “Mardon Wali Baat: A Discussion on Masculinity in Advertising” brought together Karthi Marshan and Nisha Singhania, moderated by Manisha Kapoor. Singhania tore into the trope of men as ‘fixable’ through marriage. “India is changing, and so are its men”, she said. Marshan added, “Disruption grabs attention, and attention drives engagement—regardless of who you target”. The panel called for a more honest portrayal of modern masculinity.

    Under the Ignite The Shift banner, the panel “Merging Boundaries: From Placement to Partnership”, powered by Hindustan Times and Amar Ujala, featured Satya Raghavan (Google), Rathi Gangappa (Starcom), Ajit Varghese (JioStar), and Shubhranshu Singh (Tata CVs). Moderator Kartik Sharma led the conversation through themes of integration, consumer insight, and operational scalability. Gangappa summed it up: “It’s no longer about placements; it’s about building cohesive narratives”.

    Another panel, “Beyond Pink and Blue”, presented by IAA, featured Darshana Shah (Aditya Birla Capital), Rubeena Singh (Neil Patel Digital), and P.G. Aditiya (Talented), moderated by Megha Tata. Shah called out early-life bias and systemic exclusion. Singh championed gen z’s gender-fluid mindset and called for progressive narratives. Aditiya urged leaders to act from belief, not tokenism. “Don’t just fix the old”, he said. “Build new stories with inclusion at the core”.

    Goafest also took a green turn with a tree plantation ceremony hosted in collaboration with Earthday.org. Attended by industry veterans including Sam Balsara, Anupriya Acharya and Raj Nayak, the initiative underscored a collective commitment to sustainability.

    Meanwhile, at the Bioscope – Cinema Room, Ashish Khazanchi (Enormous) reminded creatives that “self-expression, not awards”, should drive campaigns. The first half of day two also featured a host of masterclasses, offering deep dives into AI, storytelling and strategic branding.

    Lunch was presented by Sync Media.

  • Ashish Khazanchi says forget the trophies, chase truth and craft instead

    Ashish Khazanchi says forget the trophies, chase truth and craft instead

    MUMBAI: Ashish Khazanchi took the stage at Goafest 2025 with neither glitter nor gloss—just a blunt reminder: advertising isn’t about awards, it’s about expression. Delivering his keynote titled “Ignite Your Mind”, the Enormous managing partner reminded attendees that the work must speak before the metal does.

    “Self-expression, not awards, is the true reason to enter advertising”, he declared, dismantling the decades-old belief that awards define success. According to Khazanchi, awards are nothing but the inevitable byproduct of solving real problems with genuine passion.

    He emphasised that modern judging panels don’t have time to savour slow-burn brilliance. “Immediate impact is key—judges don’t have time for nuance”, he said, urging creatives to cut through the clutter with speed and surprise.

    Craft, originality, and clarity formed the holy trinity of his talk. “Craft and surprise make ideas stand out”, he added, nudging creators to resist the temptation of safe bets. Khazanchi pushed the idea that creativity thrives not on briefs but on boredom. “Great ideas often come from proactive, self-initiated work”, he said.

    He advised attendees to never settle for their first idea. “Always explore multiple executions”, he said, adding that lazy storytelling is the fastest route to forgettable work. The real win, he noted, comes when the message lands with both the jury and the janitor.

    For those chasing visibility, Khazanchi had a pragmatic tip—amplify. “Use LinkedIn and media to get your work noticed”, he quipped, reinforcing the need for creators to be their own hype machines.

    From dissecting campaign anatomy to elevating originality, Khazanchi’s keynote was less a creative sermon and more a survival manual. His final rallying cry? Keep the story clear, the spark original, and the execution bold.
     

  • Masculinity needs a makeover, not a rescue mission, say ad leaders at Goafest 2025

    Masculinity needs a makeover, not a rescue mission, say ad leaders at Goafest 2025

    MUMBAI: Goafest 2025’s day two lit up with sharp insights and simmering provocations during the session “Mardon Wali Baat: A discussion on Masculinity in Advertising”. Held under the banner of ASCI Academy’s report ‘Manifest: Masculinities beyond the Mask’, the panel challenged brands to move past rigid and reductive representations of men.

    Moderated by Advertising Standards Council of India (ASCI) CEO & secretary general Manisha Kapoor, the panel featured Marshan.Ink (formerly Kotak) principal Karthi Marshan, and Infectious Advertising co-founder & director Nisha Singhania.

    “Masculinity is not unidimensional—it has many facets”, said Singhania, kicking off the discussion. She stressed that the emotional complexity of men is often neglected in ad narratives, where strength is still seen through a bicep rather than vulnerability. “Men are tired of being portrayed as a ‘work in progress’ or needing to be fixed”.

    She also took aim at legacy brands. “They rely too much on past data and lack the patience to build new narratives”, she said, pointing out that India’s evolving masculinity isn’t as entitled or rigid as marketers presume. “The narrative of ‘get him married and he’ll change’ is outdated and unfair”.

    Marshan pushed for a fundamental mindset shift: “Masculinity vs. feminism is a false dichotomy—we need to move beyond gender and sexuality labels”. He challenged the belief that long-term investment alone makes a campaign successful. “Disruption works—if a brand gets attention, people will engage, regardless of target audience”.

    Echoing Singhania’s view, Marshan said, “Marketers underestimate audiences—viewers are more progressive than assumed”. He called on creatives to stop playing safe and start trusting viewers’ ability to embrace evolved storytelling.

    The session served less as a sermon and more as a mirror—reflecting both the flaws in the way men are marketed and the possibilities that await when brands loosen their grip on stale stereotypes.

  • CCOs are shepherds, not showmen, say ad veterans in spirited Goafest debate

    CCOs are shepherds, not showmen, say ad veterans in spirited Goafest debate

    MUMBAI: At Goafest 2025’s high-energy panel “WTF is Creative Leadership Now?”—powered by Sun NEO and Amar Ujala—the crowd wasn’t just fed insight, it was served a full-course debate. The motion on the table: “The chief creative officer (CCO) is no longer the heart of the creative agency”. What followed was part philosophy, part punchlines, and all-out passion.

    Moderated by Ohriginal founder Rohit Ohri, the session featured industry legends and present-day captains: Bobby Pawar, Sonal Dabral, Senthil Kumar (VML India), and Lulu Raghavan (Landor APAC). The format was unconventional—a structured debate—and emotions ran high as both sides made their case.

    Pawar, speaking for the motion, fired the opening salvo: “The CCO has become a generalist, not a specialist”. He lamented the erosion of focus, saying creatives today juggle too many hats—part spreadsheet warrior, part HR liaison, part plumber of broken processes. “The CCO is supposed to make people better, not just the work”.

    Dabral echoed the sentiment. “The role’s been marginalised”, he said. “Once upon a time, creative work brought in the revenue. Now, we’ve surrendered that ground to consultants and growth officers”.

    On the other side, Raghavan mounted a spirited defence. “The CCO is the custodian of the brand’s unified creative vision”, she said. “They’re culture magnets and client counsellors. Yes, the role has evolved, but that doesn’t mean it has weakened—it has amplified”.

    Kumar brought the flair, calling today’s CCO a “playing captain”, not a bench-bound boss. “They’re curators of talent and makers of movement. They must know when to step up and when to step back.”

    The debate heated up as rebuttals flew. Pawar quipped, “If the client only wants to speak to one person, why do they need the rest of us?” Raghavan countered, “Then make that person the one who inspires, not just manages”.

    What united both camps, despite the sparring, was a shared reverence for creativity’s core purpose. All agreed that CCOs must move beyond ego, protect originality, and build cultures that nurture bold thinking. In Ohri’s closing words, “It’s not about idea ownership anymore—it’s about creating open spaces where ideas can roam freely and return home safe”.

    The rapid-fire round that followed was peak Goafest theatre. The panelists defined today’s CCO in their own punchy terms: “instigator”, “playing captain”, “creative curator”, “versatile”. When asked to choose between a Cannes Lion or a lifetime client, most cheekily opted for both.

    As the session wrapped, the takeaway was clear: the CCO isn’t dead. They’re just shape-shifting—and perhaps learning to lead not from the podium, but from the pasture.

  • AdAsia 2025 invites India to Macau for a marketing carnival with desi flavour

    AdAsia 2025 invites India to Macau for a marketing carnival with desi flavour

    MUMBAI: At Goafest 2025, Asian Federation of Advertising Associations (AFAA) chairman Srinivasan K Swamy took to the stage to give India’s adland a tempting invitation: Macau is calling. Promoting the upcoming 39 edition of AdAsia—Asia’s largest and oldest advertising congress—Swamy laid out a compelling case for Indian participation in this high-octane, cross-cultural marketing festival.

    Scheduled for 27 August 2025, the event will take place in the glitzy heart of Macau and marks the 13 time AdAsia is being hosted in Asia since its inception in 1958. “Macau offers a vibrant, unique experience”, Swamy said, as he pitched the city not just as a conference host but as a creative playground.

    Swamy noted that the lineup boasts over 30 global speakers, including several Indian industry stalwarts. “Known for top-tier content and speakers”, the event promises insight, inspiration, and a heavy dose of networking.

    The push this year? More Indian presence. Swamy shared that the organisers are targeting over 100 Indian delegates and reassured the crowd that home comforts wouldn’t be missing. “Indian food and hospitality will be arranged”, he promised, garnering a few knowing laughs from the audience.

    He closed with a rallying call for professionals across agencies, brands, and media to join the India delegation. “All are invited to join the India delegation”, Swamy said, making it clear that AdAsia 2025 isn’t just about geography—it’s about bringing the continent’s finest together on one stage.

  • Klugklug appoints Ruchika P. as Chief Business Officer to drive India market strategy

    Klugklug appoints Ruchika P. as Chief Business Officer to drive India market strategy

    MUMBAI: Influencer marketing just got a shot of seasoned leadership. The global influencer marketing SaaS platform, Klugklug announced the appointment of Ruchika P. as its chief business officer (CBO) for India on 22 May 2025. The move signals the company’s aggressive growth plans in a sector rapidly shifting towards data-driven credibility and scale.

    With more than two decades of experience across digital advertising, ad tech, and sales leadership, Ruchika joins Klugklug at a pivotal inflection point. She previously held leadership roles at Rezworx and Inshorts and led business development for Colombia Ads at Times Internet. Her deep engagement with media agencies like GroupM, Dentsu, IPG, Havas, and Publicis adds strategic heft to her new role.

    “We’re pleased to welcome Ruchika as our chief business officer. The first aspect of her that caught our eye was something we internally call ‘Klug-ness’, which is about her being ‘a self-motivated ninja’, which is what her past has shown, and Klugklug is gunning for that and another trait – ‘radical transparency’ in all our engagements. Her leadership and structured thinking will be key in expanding our operations and reinforcing Klugklug’s values in the Indian market”, said Klugklug co-founder & CEO Kalyan Kumar.

    Co-founder & CPO Vaibhav Gupta added, “Brands today are gradually realizing the importance of data science and tech in influencer marketing. With Ruchika’s experience, she brings a thoughtful mix of industry knowledge and new energy. Her grasp of what brands look for, along with her focus on structured, data-driven approaches, sits well for Klugklug’s growth in India”.

    Ruchika said the role felt like a natural alignment. “I am excited to join Klugklug at such a pivotal time in its growth journey. The company has already shown a completely novel and audacious approach to influencer marketing, and this resonated with my experience and passion for driving real and impactful business outcomes & unlocking true value to every brand’s Influencer deployment. I am stoked to be a part of the talented team at Klugklug, especially since the Founders, who have been entrenched in the Influencer space for over a decade, and the growth of this category has only just begun”.

    Klugklug currently serves over 200 Indian and global brands across FMCG, D2C, electronics, beauty, health, and e-commerce. Its AI-powered platform analyses more than 400 million influencers across 150+ countries, 35,000+ cities, and 160+ languages. With robust tools for audience insights, credibility scoring, and campaign intelligence, Klugklug is building transparency into every layer of the influencer marketing funnel.

  • Shahid Kapoor joins Taapsee Pannu to put the ‘eye’ in style for Vogue Eyewear

    Shahid Kapoor joins Taapsee Pannu to put the ‘eye’ in style for Vogue Eyewear

    MUMBAI: Eyewear just got a whole lot sexier. Shahid Kapoor has officially joined the Vogue Eyewear style squad alongside longtime face Taapsee Pannu, in a campaign that throws the rulebook out the window and invites fans to live loud, look sharp, and wear their vibe with no apologies.

    In a film dripping with gallery-chic aesthetics and playful chemistry, Shahid and Taapsee bring to life the spirit of Vogue Eyewear’s ‘No Rules Club’—a movement that champions bold self-expression over boring convention. Think edgy frames, eye-popping colourways, and a clear message: be you, all the way.

    “Style to me has always been about self-expression without boundaries. I’m excited to join Vogue Eyewear and to be part of its campaign, that encourages people to be themselves, unapologetically and without rules,” said Shahid Kapoor.

    Echoing this spirit, Taapsee Pannu added, “Working with Vogue Eyewear has always been about embracing who I am — unfiltered and free”. She also shared her excitement about the collaboration in the new campaign, “Together we hope to inspire more people to own their style, their way.”

    From cat-eye drama to metal-cool classics, the new collection has it all. Shahid’s picks lean sleek, with minimalist gold frames and industrial-edge details, while Taapsee rocks bold silhouettes, vibrant lenses, and chunky temples that scream high fashion with heart.

    Hero pieces from the collection include:
    – Taapsee’s 0VO5637SU: retro cat-eyes in bold shades – Rs 5,890
    – Shahid’s 0VO4322S: timeless square frames in luxe metal – Rs 7,090
    – Taapsee’s 0VO5628: floral-detailed opticals with personality – Rs 5,990
    – Shahid’s 0VO5617: faceted frames with fresh colour play – Rs 5,990

    Prices range from Rs 3,090 to Rs 8,290 and are available at top stores and online platforms.

    So whether you’re team bold or team understated cool, there’s a frame with your name on it. The only rule? There are no rules.

    Watch the campaign film here: YouTube

  • C Com Digital cracks the autism code with Frat campaign in the US

    C Com Digital cracks the autism code with Frat campaign in the US

    MUMBAI: Mumbai-based C Com Digital has pulled off a stunner across the pond, crafting a high-impact digital campaign for Religen Inc, a US healthcare company, and its flagship diagnostic product, the Folate Receptor Antibody Test (Frat). 

    The goal? 

    Raise awareness around early autism diagnosis. The result? Over a  million reached, 15,000+ tested, and a major shift in the conversation.

    FRAT identifies folate receptor autoantibodies—linked to cerebral folate deficiency, a condition often associated with autism spectrum disorders. With over 52 per cent of tested individuals showing these markers, the stakes are high and the science, complex.

    But C Com didn’t just throw facts at the feed. They brought the story to life—with animated explainers, viral social content, sharp infographics, and blogs aimed at both physicians and families. A single TikTok testimonial—a parent recounting their child’s transformation post-diagnosis—went ballistic, racking up 800K+ views and tens of thousands of shares.

    More importantly, the campaign halved cost-per-click and drove a whopping 754 per cent spike in new users.

    “This was more than just a campaign; it was a mission,” said C Com Digital founder/director Chandan Bagwe. “While we led the digital execution, the insights and support from FRAT, medical experts, and families made this a truly collaborative project. It demonstrated how storytelling and science can work hand-in-hand to create real awareness and action.”

    Religen Inc founder Bhushan Sawant added, “C Com Digital played a key role in crafting the campaign’s messaging and outreach, and the results speak for themselves. Their understanding of healthcare communication helped us engage with families and professionals meaningfully.”

    The campaign also stepped beyond the screen—partnering with autism support groups, engaging in platforms like the National Taca Conference, and driving participation in the #BlueBucketPledge. From online virality to offline solidarity, the message was loud and clear: early diagnosis changes everything.

    A masterclass in humanising health tech, this Frat campaign proves that when done right, digital storytelling doesn’t just inform—it transforms.

    Pictured above Chandan Bagwe (Left)  and Bhushan Sawant (Right)