Brands
Guest Article: How can brands effectively utilise social media platforms for targeted advertising?
Mumbai: In the dynamic realm of the contemporary digital landscape, social media has emerged not merely as a communication tool but as a formidable force in the realm of targeted advertising. Brands today have the unprecedented opportunity to harness the power of social media platforms to connect with their ideal audience, amplify their brand messages, and ultimately drive conversions. Today, we will delve into the key strategies that can empower brands to wield social media effectively for targeted advertising.
Understanding your target audience for a more nuanced strategy
The cornerstone of successful targeted advertising on social media begins with a deep understanding of the target audience. Brands must go beyond superficial demographic data and delve into the intricacies of their audience’s interests and online behavior. By conducting thorough market research, brands can identify not only the age, gender, and location of their audience but also the nuances that make them tick. This granular understanding lays the foundation for crafting messages that resonate on a personal level.
Selecting the right social media platforms for distinct audience
Not all social media platforms are created equal, and each harbors a distinct audience with unique preferences and expectations. For effective targeted advertising, brands need to be strategic in selecting the platforms that align with their audience demographics and content formats. For instance, a visually-oriented brand may find Instagram to be more suitable, while a B2B service might thrive on LinkedIn. By choosing the right platforms, brands can ensure that their messages reach the right eyes and ears.
Creating engaging and relevant ad content with captivating visuals
In the crowded landscape of social media, capturing attention requires more than just a presence; it demands compelling content. Tailoring advertising messages to align with the preferences and interests of the target audience is paramount. Brands should focus on crafting content that not only showcases their products or services but also tells a story that resonates with the emotions of their audience. From eye-catching visuals to persuasive copy, every element of an ad should be designed to captivate and engage.
Leveraging advanced targeting options
Social media platforms offer a treasure trove of advanced targeting options that go beyond basic demographics. Brands can harness the power of sophisticated targeting tools, including demographic targeting, interest-based targeting, and behavioral targeting. By zeroing in on the specific traits and behaviors of their audience, brands can ensure that their ads are reaching individuals with a genuine interest in what they have to offer. This precision not only maximizes the impact of advertising efforts but also minimizes wastage on uninterested audiences.
Tracking and analysing campaign performance
The digital nature of social media advertising provides a unique advantage – real-time data. Brands should leverage analytics tools to meticulously track and analyze the performance of their campaigns. By scrutinizing metrics such as engagement rates, click-through rates, and conversion rates, brands can gain valuable insights into what works and what doesn’t. This data-driven approach empowers brands to optimize their campaigns on the fly, ensuring that resources are allocated where they generate the maximum return on investment.
Conclusion: Navigating the social media advertising landscape
In the ever-evolving landscape of digital advertising, mastery of social media platforms is indispensable. Brands that understand their audience, strategically choose platforms, create compelling content, utilize advanced targeting options, and continuously analyze campaign performance are poised for success. As the digital realm continues to shape consumer behavior, the ability to navigate and capitalize on the opportunities presented by social media is a competitive advantage that no brand can afford to ignore. By adopting a holistic and data-driven approach to targeted advertising on social media, brands can not only connect with their ideal audience but also cultivate lasting relationships that extend beyond the confines of the digital world.
This article has been authored by Digidarts founder & CEO Siddhartha Vanvani.
Brands
Delhivery chairman Deepak Kapoor, independent director Saugata Gupta quit board
Gurugram: Delhivery’s boardroom is being reset. Deepak Kapoor, chairman and independent director, has resigned with effect from April 1 as part of a planned board reconstitution, the logistics company said in an exchange filing. Saugata Gupta, managing director and chief executive of FMCG major Marico and an independent director on Delhivery’s board, has also stepped down.
Kapoor exits after an eight-year stint that included steering the company through its 2022 stock-market debut, a period that saw Delhivery transform from a venture-backed upstart into one of India’s most visible logistics platforms. Gupta, who joined the board in 2021, departs alongside him, marking a simultaneous clearing of two senior independent seats.
“Deepak and Saugata have been instrumental in our process of recognising the need for and enabling the reconstitution of the board of directors in line with our ambitious next phase of growth,” said Sahil Barua, managing director and chief executive, Delhivery. The statement frames the exits less as departures and more as deliberate succession, a boardroom shuffle timed to the company’s evolving scale and strategy.
The resignations arrive amid broader governance recalibration. In 2025, Delhivery appointed Emcure Pharmaceuticals whole-time director Namita Thapar, PB Fintech founder and chairman Yashish Dahiya, and IIM Bangalore faculty member Padmini Srinivasan as independent directors, signalling a tilt towards consumer, fintech and academic expertise at the board level.
Kapoor’s tenure spanned Delhivery’s most defining years, rapid network expansion, public listing and the push towards profitability in a bruising logistics market. Gupta’s presence brought FMCG and brand-scale perspective during a period when ecommerce volumes and last-mile delivery economics were being rewritten.
The twin exits, effective from the new financial year, underscore a familiar corporate rhythm: founders consolidate, veterans rotate out, and fresh voices are ushered in to script the next chapter. In India’s hyper-competitive logistics race, even the boardroom does not stand still.
Brands
Brnd.me enters Europe as haircare brands power global expansion
Bengaluru: Brnd.me, the global consumer brands company formerly known as Mensa Brands, has entered the European market following strong momentum across the Middle East, the United States and Canada.
The company has launched across the UK, Germany, France and Spain, with plans to expand into Italy, the Netherlands and Poland over the next year. The push is being led by its haircare and aromatherapy brands, Botanic Hearth and Majestic Pure, marking Brnd.me’s first structured expansion into Europe.
The European beauty market represents a total addressable opportunity of over $4 billion across haircare and aromatherapy, supported by high digital adoption and demand for accessible, performance-led products.
Brnd.me’s hair care and aromatherapy business currently operates at an annual run rate of around $6 million, with Botanic Hearth and Majestic Pure delivering roughly 10 per cent month-on-month growth, driven by expansion and rising repeat demand.
To support regional growth, the company has appointed a general manager based in Germany and is evaluating investments in warehousing and local team expansion.
Early traction has been strong. Within weeks of launch, Botanic Hearth’s rosemary hair oil ranked among the top five hair oils in Germany, signalling strong consumer pull in a competitive market.
Brnd.me founder and chief executive officer Ananth Narayanan, said Europe represents the next phase of the company’s international strategy. He added that the European business is expected to scale to a $10 million annual run rate by the end of 2026, with long-term ambitions to reach $60 million over the next six years.
The company’s Europe strategy centres on digital-first distribution, repeat demand and TikTok-led discovery, alongside direct-to-consumer expansion to strengthen brand equity and margins.
The move also aligns with growing EU–India trade engagement, supporting long-term sourcing and cross-border supply chains.
Brands
TechnoSport taps quick commerce with launch on Slikk’s 60-minute platform
NATIONAL: TechnoSport has launched on Slikk, the ultra-fast fashion app offering 60-minute delivery, as the activewear brand accelerates its push into quick commerce to capture Gen Z and young millennial shoppers.
The debut brings more than 150 high-performance styles to Slikk’s platform, with an average selling price of Rs 450, expanding TechnoSport’s reach across over 80 pin codes.
The partnership follows strong momentum for TechnoSport across Q-commerce channels, where the brand has recorded around 60 per cent volume growth over the past six months. The company expects quick commerce to contribute nearly 20 per cent of its revenue in the coming years as hyperlocal delivery gains scale.
Slikk, which recently raised $3.2 million in seed funding led by Lightspeed, has rapidly gained popularity among youth consumers seeking speed, trend relevance and impulse-led shopping experiences.
Activewear remains one of Slikk’s fastest-growing categories, driven by shoppers increasingly treating fitness-led fashion as an everyday essential. The platform has reported a 30-fold year-on-year increase in items sold, reflecting rising demand for performance wear that blends comfort with style.
TechnoSport chief executive officer Puspen Maity, said the collaboration would help the brand engage more closely with young consumers whose fashion choices are shaped by instant needs and lifestyle aspirations. He added that rapid delivery bridges the gap between intent and purchase, allowing shoppers to access activewear exactly when they want it.
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