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Tag: Advertising Trends

  • Jaideep Gandhi: “The return on experience is going to be really high” at Goafest 2025

    Jaideep Gandhi: “The return on experience is going to be really high” at Goafest 2025

    MUMBAI: The sunny sands of Goa are abuzz again, and this time the buzzword is “experience”. South Asia’s iconic advertising and media festival, Goafest 2025 kicks off from 21-23 May at the luxurious Taj Cidade de Goa – Heritage and Horizon. Steering clear of clichés, the festival theme boldly invites participants to “Ignite Creativity”. As Goafest 2025 Organising Committee chairman and Another Idea founder Jaideep Gandhi enthusiastically put it, “the return on experience is going to be really high”.

    What sets Goafest 2025 apart is its immersive ‘Goafest Village’ concept. Inspired by global festivals like Cannes Lions, the village sprawls across the heritage venue, packed with parallel-running sessions, interactive zones and entertainment spots. Gandhi explains, “The objective was to make it inclusive, hosting parallel sessions, entertainment, engagement, and sports”.

    Adding spark to the sandy shores, the festival introduces two fresh initiatives—Ad Plays and Goa Fresh. Goafest 2025 Organising Committee co-chair and Havas Media Network India CEO Mohit Joshi highlights, “Ad Plays integrates wellness activities like pickleball, yoga and a walkathon. Goa Fresh brings in students from top institutes, offering them mentorship and industry insights”.

    Goafest 2025 promises a dynamic blend of content with over 60 illustrious speakers delivering more than 35 sessions and 20 masterclasses. Among the notable figures are Rishad Tobaccowala from Publicis, Youri Guerassimov of Marcel Worldwide, Hindi cinema’s Kareena Kapoor, cricketer Gautam Gambhir, and pioneering AI film director Vivek Anchalia. “Almost 25-30 speakers are clients this year, representing top brands like Spotify, Tata Motors and HUL”, Gandhi notes proudly.

    Reflecting on this mammoth event, Joshi stresses that the real charm lies in its community-driven spirit, “We have one vision—to grow Goafest together. It’s not ‘you’ or ‘me,’ it’s ‘us’”.

    Another record-breaking highlight is the ABBY Awards 2025, powered by The One Show, boasting an unprecedented 4,076 entries from 233 organisations. As Gandhi succinctly puts it, “Every year the challenge becomes more interesting. It’s all about continuously improving”.

    Compared to the previous edition in Mumbai, which revolved around adaptability, this year’s festival pushes proactive transformation through meaningful experiences. The integration of sports, wellness, student mentorship, and the vibrant Goafest Village ensures a unique, memorable celebration.

    “We spend six months organising Goafest, and each year we aim to outdo ourselves”, shares Gandhi. Joshi adds, “We take lessons from every global event and bring those insights home, aiming for improvement every year”.

    Indeed, with creativity at its core and collaboration in its spirit, Goafest 2025 is ready to ignite fresh perspectives, cement new connections, and redefine industry standards on the idyllic Goan coast.

  • Minikin DGWorks: The powerhouse redefining digital content production

    Minikin DGWorks: The powerhouse redefining digital content production

    MUMBAI: The digital world moves fast, blink and you might miss the next big thing. But Minikin DGWorks isn’t here to play catch-up. It’s here to lead. The new-age production house, a sister concern of the acclaimed Chrome Pictures, is rewriting the rules of digital storytelling, crafting content that doesn’t just entertain but connects in the ever-evolving digital landscape.

    Co-founded by Aleya Sen, Amit Sharma, and Hemant Bhandari, Minikin DGWorks is a vibrant, high-energy production house that blends the artistry of traditional advertising with the infinite possibilities of AI-driven content creation.

    Aleya Sen, Co-founder, explains the vision behind the venture, “Minikin is all about embracing the excitement of the new-age technological shift, blending traditional advertising with the possibilities of the digital and AI era. We recognize that the world is at the threshold of a major civilizational shift, where the lines between the old and the new are blurring under every department. Hence, we’re here to explore, evolve, and push boundaries, shaping the future of advertising as we navigate this transformational change.”

    Minikin DGWorks isn’t your run-of-the-mill production house. It’s a collective of sharp, tech-savvy minds, bringing together a panel of freelance directors handpicked for their expertise in storytelling, VFX, animation, and stylised content. The production team is built for quick turnarounds, high-impact execution, and bold creative choices—because in the digital era, speed and quality are non-negotiable.

    Since launching, Minikin DGWorks has collaborated with major brands, including Google, Make My Trip, HDFC Life, Tanishq, Pepsi, Flipkart Minutes, Bajaj Allianz, Saregama, Airtel, Snapdeal, Goibibo, ICICI Bank, Maruti Suzuki, and Acko India. Not stopping there, the company has worked with some of Bollywood’s biggest names, including Shahrukh Khan, Ranveer Singh, and Deepika Padukone. Their redBus campaign, directed by Mithun R Shaw and produced by Ashish Gole, earned recognition at the Effies Awards 2024 and IAA Awards 2024, cementing Minikin’s reputation for cost-effective, high-engagement video content.

    Minikin DGWorks understands that internet-driven content needs to hit differently—no fluff, no fillers, just compelling stories that click with modern audiences. Whether it’s short-form digital films, high-energy commercials, or immersive storytelling for brands, Minikin is always on the hunt for fresh, disruptive ideas.

    As the industry steps into a future fuelled by AI, automation, and limitless digital possibilities, Minikin DGWorks is positioning itself at the forefront. With its ethos of staying fresh, real, and constantly evolving, the company is set to redefine digital storytelling for a generation that doesn’t just watch content—they live i
     

  • Dabur sticks with Starcom, retains Rs 500 crore media mandate in bold move

    Dabur sticks with Starcom, retains Rs 500 crore media mandate in bold move

    MUMBAI: In the high-stakes world of media accounts, loyalty is a rare commodity—but not for Dabur India. According to sources, the FMCG powerhouse has doubled down on its long-standing partnership with Starcom India, keeping the agency on board for its Rs 500 crore media mandate while merging its digital responsibilities under one roof. If this isn’t a power move, what is?

    Dabur first appointed Starcom as its media agency back in 2015, taking control away from multiple agencies. Since then, the two have built a formidable partnership, and this latest decision signals unwavering trust in Starcom’s capabilities. Industry sources peg the retained account’s value between Rs 450 crore and Rs 500 crore, making it one of the biggest wins in recent advertising history.

    Starcom isn’t the only player to have handled Dabur’s digital business. Dentsu X was entrusted with its digital mandate in April 2022, while Digidarts was recently roped in to fine-tune aspects of the company’s online strategy. But with this consolidation, Dabur appears to be streamlining its media operations under a single agency, ensuring tighter control and a sharper strategic focus.

    Dabur, a titan in hair care, oral care, healthcare, skincare, home care, and food & beverages, has kept a close eye on its advertising expenses. Its Q3 FY2025 ad spend stood at Rs 226 crore, down 7.9 per cent from the Rs 244 crore spent in the same quarter last year. This marks the second consecutive quarter of muted ad expenditure, following Rs 225 crore spent during the previous festive season in Q2 2025.

    Despite a more conservative ad budget, Dabur’s financials remained strong. The company’s net income for Q3 FY2025 saw a 2 per cent rise, reaching Rs 516 crore from Rs 506 crore in the previous year. Meanwhile, operating revenue climbed 3 per cent, hitting Rs 3,355 crore, up from Rs 3,255 crore in the same quarter last year.

    With Starcom at the helm, Dabur’s advertising playbook is getting a strategic revamp. 

  • Sudeep Subash named CEO of Big Bang Social

    Sudeep Subash named CEO of Big Bang Social

    MUMBAI: The creator economy in India has a new captain, and he’s no stranger to the high seas of digital marketing. Sudeep Subash has been appointed as the CEO of Big Bang Social, the country’s leading creator economy platform. But wait, there’s more! He will also continue steering the revenue juggernaut at Collective Artists Network as its chief revenue officer. That’s right—two titles, one powerhouse leader, and a whole lot of responsibility. No pressure, Sudeep!

    Collective Artists Network, the mothership behind Big Bang Social, made the announcement on 3 March 2024, marking a significant leadership move in the world of influencer marketing and content-driven commerce. Known for his razor-sharp revenue strategies and uncanny ability to make brand-creator collaborations flourish, Subash is all set to shake things up in a market that is already buzzing with potential.

    “Sudeep is one of those rare leaders who invests deeply in his teams,” said Collective Artists Network founder & group CEO Vijay Subramaniam. “His knack for scaling businesses, igniting innovation, and fostering collaboration makes him the perfect candidate to propel Big Bang Social to new heights. As brands and advertisers increasingly turn to creators for meaningful collaborations, his vision will be key in expanding our influence and unlocking fresh opportunities in the creator economy.”

    With a track record that speaks for itself, Subash isn’t just taking on this role for the business cards (though, let’s be honest, having two fancy job titles is a flex). He’s here to supercharge Big Bang Social’s growth by driving data-backed strategies, deepening brand partnerships, and delivering breakthrough influencer campaigns.

    “I am excited to take on this new challenge and further build on the incredible foundation of Big Bang Social,” said Subash, now Big Bang Social CEO and Collective Artists Network CRO. “We are at a pivotal moment where content, culture, and commerce are converging like never before. I look forward to working with our teams, creators, and brand partners to drive meaningful growth and shape the future of this dynamic ecosystem.”

    Under Subash’s leadership, Big Bang Social is expected to amplify its impact by fine-tuning brand-creator collaborations, harnessing data-driven insights, and crafting innovative campaigns that define the next frontier of influencer marketing. The Indian creator economy is growing at an explosive pace, and with Subash at the helm, it looks like things are about to get even bigger.

  • Jessica Holscott takes charge at Nielsen as chief financial officer

    Jessica Holscott takes charge at Nielsen as chief financial officer

    MUMBAI: Jessica Holscott is no stranger to high-stakes financial strategy. From helming finance at Warner Media to steering the ship at Spotter, she has danced with industry giants-and now, she’s stepping into the spotlight at Nielsen.

    Effective today, Holscott assumes the role of chief financial officer (CFO) for the global audience measurement leader, bringing a razor-sharp financial acumen and an eye for innovation. She will report directly to Nielsen’s chief executive officer Karthik Rao.

    As CFO, Holscott will oversee Nielsen’s financial landscape worldwide, covering financial planning and analysis, tax, controllership, internal audit, and treasury. It’s a tall order, but for someone with Holscott’s pedigree, it’s just another day at the office.

    “Jessica is a proven, world-class financial leader and we are fortunate to have her join Nielsen at such an important time,” said Rao. “Within the past year, we have introduced several groundbreaking products for our clients as we continue to be the leader in TV measurement and streaming TV data. As we continue to innovate and add even more advanced ad tech offerings to our suite, Jessica’s strategic vision and experience will be key for our evolution.”

    Holscott brings over 20 years of financial expertise spanning multiple industries. Most recently, she served as CFO at Spotter, a creator-focused company. Before that, she led financial strategy as CFO and EVP for Warner Media, where she played a pivotal role in steering the finances of Warner Bros., HBO, and the Turner Networks. She also held CFO and EVP roles at HBO, demonstrating her ability to navigate complex financial landscapes. Her past experience includes leading Investor Relations at Time Warner and Aptiv (Delphi), and she cut her teeth at General Electric, where she climbed the ranks from corporate audit to Chief of Staff for the Vice Chairman and CFO.

    “I am honoured to join Nielsen as CFO at such a transformational time for the company and industry. Nielsen continues to raise the bar when it comes to innovation and I’m thrilled to work alongside Karthik and my fellow leaders to keep the momentum going as the leader in audience measurement,” said Holscott.

    Nielsen kicks off the year with its signature drive for innovation and modernisation. The company recently secured accreditation for its big data + panel measurement and out-of-home (OOH) expansion, following the accreditation of its first-party live streaming solution in November 2024. As the trusted industry leader in audience measurement, Nielsen’s ratings and rankings-spanning linear TV, the Nielsen Streaming Top 10, and The Gauge-remain the gold standard in the television and advertising space.

    With Holscott at the financial helm, Nielsen is poised to accelerate its evolution in data analytics and audience measurement.

  • Star power dominates ads: Celebrity endorsements surge in 2024

    Star power dominates ads: Celebrity endorsements surge in 2024

    MUMBAI: Celebrity endorsements remained the lifeblood of India’s advertising world in 2024, proving once again that a star-studded ad is worth its weight in gold. While brands pull every trick in the book to grab eyeballs, Indian cinema icons, cricketing heroes, and TV stars effortlessly steal the show. Because let’s face it—if Shah Rukh Khan tells you to buy a biscuit, you probably will.

    The latest TAM AdEx-Rewinding year 2024 for Celebrity Endorsement spills the tea: celebrities shone in 30 per cent of all TV ads, with male film actors leading at 42 per cent. Star power isn’t just a marketing gimmick—it’s the secret sauce to making brands unforgettable. From daredevil action heroes to six-hitting cricketers, these celebs know how to work their magic.

    The numbers tell an interesting story. Celebrity-led ad volume grew three per cent in 2024, though overall, the past three years saw some dips—down eight per cent in 2023 and six per cent in 2024 compared to 2022. Yet, brands are still betting big on famous faces.

    The IPL season acted as a turbo boost, making April–June the golden quarter for ad volumes. If you watched TV, you likely saw Akshay Kumar’s megawatt grin or Shah Rukh Khan’s signature charm pushing a product your way. Resistance was futile.

    What’s hot? Over the 50 per cent of celebrity-endorsed ads that belonged to three dominant sectors:

    . Food & Beverages (24 per cent) – Because who can resist a snack endorsed by Indian cinema royalty?

    .   Personal Care & Hygiene (17 per cent) – Grooming advice from a glamorous star? Say no more.

     .  Household Products (11 per cent) – Even A-listers appreciate a squeaky-clean home.

    Well who ruled the ad space? Some faces were simply everywhere. Akshay Kumar clocked in a mind-blowing 20 hours per day of ad visibility—essentially living in commercial breaks. Meanwhile, M.S. Dhoni played a different kind of innings, endorsing a whopping 52 brands like a true business strategist. And in the product category race, E-commerce Gaming emerged as the big winner, attracting the highest number of celebrity endorsements. Looks like stars aren’t just playing games on screen—they’re cashing in on them, too.

    Brands love a power couple, and 2024 was the year they proved their worth. Leading the romance-meets-commerce charge were Akshay Kumar and Twinkle Khanna, holding a 17 per cent share of celebrity couple endorsements. Not far behind were Ranbir Kapoor and Alia Bhatt (14 per cent), followed by the ever-charming Anushka Sharma and Virat Kohli (13 per cent).

    Together, these dynamic duos helped drive 50 per cent of all celebrity-led ads, proving that love might be priceless, but in the advertising world, it’s an absolute goldmine. When an Indian cinema star and a cricketing legend sell you something together, how can you possibly say no?

    Also, It turns out, men and women have their own advertising niches. Male celebrities dominated Food & Beverage ads (59 per cent), while female stars ruled Personal Care & Hygiene (67 per cent)—because let’s face it, no one wants beard oil tips from Kiara Advani, and Alia Bhatt recommending a spicy chicken burger might feel oddly suspicious.

    Meanwhile, the Agriculture, Telecom, and Media sectors remained a male-only club, as if female celebrities don’t know how to answer a phone or grow crops. Maybe it’s time to shake things up and give the audience a little variety. Just imagine Deepika Padukone selling tractor insurance—now that’s a campaign we’d love to see! Just a thought.

    Final takeaway? Celebrities still rule! No matter how much the ad world changes, one thing stays constant—celebrities run the show. Whether it’s an Indian cinema megastar, a cricketing legend, or a TV heartthrob, brands will always bank on their charm. Love them or roll your eyes, celebrity ads are here to stay—because let’s be honest, they work.