It’s safe to say that one gets very few chances to claim to fame. So, when Pepsi gives you an opportunity to shoot an ad, you do it right! Pepsi’s #CrashtheIPL invites users to submit videos on their microsite; the best one gets a chance to be aired on television.

The initiative calls out to budding creatives to shoot a 30 second ad film expressing their love for Pepsi. The winning ad replaces Pepsi’s official advertisement during Pepsi IPL8. Not to mention the Rs. 1 lakh award and VIP access to the matches, all finalists will be rewarded with.

Your creativity will ensure these prizes, while we enlighten you on ways – to keep it fun, keep it social.

Grab a Pepsi

Fortunately you don’t have to trudge snowy mountains or jump off roofs to get your hands on a Pepsi. But if you still wish to do it for the dramatic effect, we won’t stop you.

Shout out to your friends

You might not like them, you might also judge them – but it’s time to get in touch with them. Get active on Facebook and call out to all your friends to crash the IPL, with you. Afterall, showering your love on Pepsi alone – not so ideal!

Pick a Location…

…and it cannot be the terrace of your building.

Put on your thinking cap (read – Rajnikant cap) and visualise shooting of the ad. It’s your first date with Pepsi, the location better be good.

Script it Out

Not all writers grow a beard and immediately take to a pen and paper. Start with spending time with your friends, get chatty and let them inspire you to build a genuine script.

Go ahead, shoot the ad

Cricket was probably the first sport that you learned as a child and Pepsi, the first cold drink that you ever sipped. Do you seriously need to think more about this? Just pick up your camera, shout out to your friends and #CrashthePepsiIPL. It’s time to live your dream abhi!

Visit #CrashThePepsiIPL at www.crashthepepsiipl.com. If you’re not ready with your ad by April 03, don’t panic – there is always some more. The next deadline to #CrashThePepsiIPL is April 08 and the final call for entries closes on May 1st 2015.

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Fork You Too, a casual dining cafe in Delhi NCR decided to go beyond traditional route for restaurant marketing, by taking up the pun way. What happened next is simply path breaking.

Objective:

The objective was to start a campaign and create the awareness about the café in Delhi and Gurgaon by campaigns targeting the right target group.

• Build brand and increase the fan base
• Audience engagement
• Reach new audience
• Create viral campaigns
• Using word of mouth marketing e.g Updating reviews by food bloggers on Food sites like Hmm!, Zomato!

The Campaign

Forking Bollywood Posters – As their fans consisted of mostly youngsters, the team came up with an idea to create a campaign around Bollywood movies posters and give them a Fork You Too style twist. Hundreds of Bollywood posters were researched and finally shortlisted few among them which could finally be included in the campaign. To relate to the posters the posts were uploaded with the famous dialog from the movie which was re- scripted Fork You Too style.

Results:

The quality of content created and posted on Fork You Too social media channels was high in terms of creativity and branding. Content was strictly aligned towards Food, drinks, cuisines and events with quirky and fun factor. The posts showed good organic reach and impressions on all the active platforms. Fork You Too has a fan base of over 25,000 plus which increased the Fan following base 12 times on Facebook, 200 plus Followers on Twitter, and 250 plus followers on Instagram.

This also lead to 22% increase in footfall at the restaurant. 12x Fan Following | 22 % Increase in Footfall.

The Facebook page fan base increased to 25,000 plus. Twitter followers have increased to 200 plus with Instagram followers over 250.

• The post reach on Facebook showed reach of 6000 plus (unique people who see our posts)
• The tweets where retweeted and favorites by the influencing people like eminent food bloggers and web sites.
• 1 million total reach and organic reach of .2 million on Facebook.
• The 1.4 million of impressions seen of any content associated with Fork You Too Page.
• The Instagram received over 900 likes and 80 comments on the campaigns we posted.

The post Forking on social media: Restaurant marketing at its best appeared first on Social Samosa.

After having created a big buzz on the global map, our favourite cookie, Oreo, takes their latest campaign #PlaywithOreo to an all new level across cities in India.

Having splashed different parts of the country with fun, quirky ads from #PlaywithOreo campaign, it is all set to paint Mumbai, Delhi and Bengaluru in endless colours. Bringing some of the coolest graffiti artists in their respective cities to create wall art inspired from the #PlaywithOreo theme, the campaign prepares you for the playfulness that is Dunk, Lick, Dip, Roll, Stack and Paint, uniquely integrating the cookie into the world of art.

The artists that have been roped in across the cities are Yantr, Harshvardhan Kadam of InkBrushMe and Ranjit Dahiya of Bollywood Art Project in Mumbai and Sharwari Tilloo, Vivek Chokalingam and Athreya Chidambi in Bengaluru.

Taking inspiration from the idea of Oreo graffiti, the #PlaywithOreo campaign also takes to social media to showcase its interesting designs, further extending into the second phase of the campaign, called #DoodleIt.

The #DoodleIt activity is aimed to encourage folks across social media platforms to create interesting doodle art around the Oreo cookie and win exciting prizes by posting their work of art on Facebook, Twitter, Pinterest, YouTube or Instagram.

All of this work will then find their home at playwithoreo.com which is a global platform for fans of Oreo to connect and share their love for their beloved cookie.

Oreo has always managed to push the envelope when it comes to creating exciting campaigns. #PlayWithOreo is yet another step in that direction. And with a platform that allows people to go wild and explore their creative side without any boundaries, the initiatives are aimed to explore the #PlaywithOreo idea to endless possibilities.

This Oreo inspired Graffiti will take place across the cities on 29^th, 30^th & 31^st May 2015. The details of which are as below.

Mumbai:

Time: 8.00 am to 12.00 pm

Venue: Reclamation, Bandra

Delhi:

Time: 11.30 pm to 6.00 am

Venue: Moolchand Flyover (Delhi)

Bengaluru:

Time: 8.00 am to 12.00 pm

Venue: Richmond Flyover (Bangalore)

The post #PlaywithOreo – The artists’ way appeared first on Social Samosa.

Brand

Tata Tea Kanan Devan

Agency

Maxus I GroupM Bangalore

Tata Tea Kanan Devan launched season 2 of their national photography challenge – Photography Escapade2.

Objective

The objective of the campaign was to make a 32-year-old heritage tea brand more relevant to a set of newer, more digital savvy audiences.

Execution

To be recognized as the cup of tea that makes for magical moments and conversations, Tata Tea Kanan Devan decided to bring the story of its origins to the audience – the magic of the Kanan Devan Hills in Munnar, Kerala.

Through The Photography Escapade, audience was able to experience the plantations, the tea leaves and the people behind their cup of tea through the lens of India’s best budding photographers. Over two seasons, what started out as a means to show the audience the tales of its origin, has grown to become a property that the brand is recognized for by the newer set of audiences. Thereby linking the brand to its story, simply.

The process to apply was simple. Participants could head over to the Photography Escapade microsite and upload up to three photographs with a caption and a story behind each click. Once the call for entries closed on 22 July 2016, the jury shortlisted 10 photographers to be a part of a memorable four day and three-night trip to the Kanan Devan Hills Plantations in Munnar.

At Munnar, Amit Rane, a director and masterclass mentor with decades of experience in landscape and wildlife photography guided the 10 winners to witness the Kanan Devan Hills in all its monsoon glory. With access to private tea estates and perfect vantage points for the best shots, the tour helped them broaden their understanding of photography. In the process, they also learnt about the process of tea making, the people and the landscapes that make Kanan Devan Tea stand out from the rest.

The contestants learnt a great deal about framing, micro and macro photography, all with Amit lending a keen ear for questions as they travelled the hills. To make space for more technologically advanced means of photography, this year saw the use of drone air photography in Munnar.

Relevant collaborations with native content partners and paid media promotions (Mumbai_igers, ScoopWhoop and the likes) gave the campaign an incredible boost for its second season. The partnership spread word of the challenge to photography groups and enthusiasts nationwide, thereby enhancing the quality of imagery that was submitted substantially.

In a first for a brand in this category, Kanan DevanTea decided to launch a limited-edition tea pack featuring the winning photograph by Prabhu Prakash. Thus seamlessly bringing together the offline and online audiences while keeping them hooked for season 3 of the Photography Escapade.

Results

Season 2 of The Photography Escapade 2 saw double the amount of entries than season 1. The brand’s social media following across platforms has grown manifold. The campaign also helped grow the goodwill ambassadors for the brand by 10 more passionate photographers who fell in love with the origins of Kanan Devan Tea.

1,161,077 people reached, 9, 42, 751 impressions created and 35,000 fans gained. With 6 promoted posts the brand received over 60K Likes, 169 comments and 622 shares. Their page activities resulted in over 700 visits to website from Facebook.

More than 450 users participated of which 186 came in through the Wild Card Entry. The campaign generated more than 1714 conversations.

132,246 users reached and over 10,000 likes and numerous comments on promoted content which saw an immediate influx of good quality entries. 101 followers in less than a month.

The post Tata Tea Kanan Devan takes users on a tour to their tea-plantations appeared first on Social Samosa.

Category Introduction

Fast Food restaurants or quick service restaurants are the food chains which provide bulk food servicing needing minimal preparation, is made in bulk and usually available for take-out. Globally it accounts for over $570 billion in revenue; the fast food market in India is expected to be worth US$ 27.57 billion by 2020.

Brand Introduction

Kentucky Fried Chicken, best known as KFC is an American fast food chain which mainly specializes in providing fried chicken, is the world’s second largest. It is India’s one of the top fast food chains with about 380+ stores. KFC is present on various social media platforms, with Facebook, Instagram, and Twitter being the main platforms where it talks about trending topics, films, and innovations.

Summary

KFC wanted to launch a new product in the Indian market with the intent of increasing awareness and sales for the new product. With the launch time being around India’s Makar Sankranti festival, the product launch was given an innovative twist. The new Smoky Grilled wings were introduced in a DIY drone packaging, this gave people something new to fly for the festival.

Brief

KFC wanted to launch a new product, Smoky Grilled Wings, in the Indian market and hence wanted to drive anticipation and raise awareness around it. They also wanted to increase the in-store footfalls with consideration/intent to purchase the new product.

Creative Idea

Makar Sankranti is the biggest harvest festival in India. It is important as a core Indian tradition and at the same time is a popular festival among the 18-24-year-old audience as its the one time of the year where everyone engages in kite-flying.

The KFC Smoky Grilled Wings Launch was around the same time as this widely popular festival. The brand’s Google Audience Study inferred that a majority of our loyalists were interested in technology and gaming – which helped direct the execution of the campaign.

Also read:Case Study: Why Spotify India created 250 playlists for IPL finals…

Challenges

The challenge was to create a campaign that would resonate with the Indian audiences and to get KFC audiences excited about a product launch in a heavily cluttered market space.

Solution

The product was to be introduced in the month of January around Makar Sankranti, India’s most widely celebrated harvest festival. Given the popularity of kite flying during the festival season, the launch of the product was used to give them something new to fly, i.e, a drone!

A limited edition packaging was created for the Smoky Grilled Wings by making a box that could be made into a DIY drone.

By creating a strong association between a kite flying festival and the product launch using DIY drones, a lot of conversation was created that translated into in-store footfalls.

Execution

The campaign started off by conducting a careful study of existing drone prototypes. Since the idea involved the box transforming into the drone chassis, 3D printing was used which was supported by design and drafting softwares to develop the device.  Multiple prototypes were created before finalising on the product design and then integrated with an app that was supported on both iOS and Android.

Then a contest on social media was opened up where the audience was teased with social content and invited KFC loyalists to select the 12 stores across India where the limited edition boxes could be availed. This set the ball rolling, creating conversations and driving buzz among audiences.

For the launch, a box was sent to publications to review. The innovativeness of the idea lent itself to native content, articles, blog posts, YouTube reviews and video content across the internet.

Results

The KFO with its cutting edge drone technology was a massive success.

The KFO grabbed thousands of eyeballs and was covered across TV, social media and online publications globally. The coverage depth included TV news coverage, comments, shares, tweets, video content, Vlogs, articles, listicles, blogs, and websites. Publications include CNBC, The Sun, Verge, Mashable, Engadget, Hindustan Times, Unilad among others.

The KFO was a hit among audiences, increasing in-store footfalls. People waited in line to try the Smoky Grilled Wings and get their hands on the KFO.

The conversation online had audiences posting about the campaign – leading to 23.9 billion impressions, 1 million+ unique engagements and the KFO trending on Twitter.

The KFO created KFC brand recall and conversation online about their newly launched product. In-store sales of the Smoky Grilled Wings grew by a colossal 1400%, with customers demanding their own KFO. This led to KFC setting up a merchandise website where people could purchase the drones for themselves.

The post Case Study: How KFC used drone to popularize their new Smoky Grilled wings appeared first on Social Samosa.

Instagram Influencer Marketing Case Study by Tropicana Slice shows how the brand reached 19 million Instagrammers through celebs & influencers

Mangoes have a long-standing connection with India. Tropicana Slice, a refreshing Mango drink that celebrates the taste of mangoes, entered the Indian market in 1993. Instagram Influencer Marketing Case Study shares how the brand became an Iftar staple this Ramadan.

Problem Statement/Objective

The objective of the campaign was to position the delectable mango drink, Tropicana Slice, as the ultimate accompaniment to the celebration of Iftar. The brand aimed to position Tropicana Slice as the perfect drink to break the fast. Traditionally, Iftar is celebrated with a rich feast of mouth-watering food and beverages and Tropicana Slice is the ideal fit for the festival.

Brief

The brief to the agency was Tropicana Slice needs to be a part of the festival of Ramadan which falls right in the middle of the scorching summer heat and mango season. Tropicana Slice should find a place on every Iftar table as the consumers get together to break their fast.

Creative Idea

Social media has become the ‘it’ tool for every brand to communicate with their target audience. Instagram, in particular, has one of the strongest attractions amongst the youth who take to the app to not just express themselves but also to follow their favorite influencers and take inspiration from them. Festivals are the perfect time for brands to reach out to their audience on social media. Ramadan is the time when celebrations are at their peak and the social media feeds are full of lavish Iftar spreads and parties.

Adding to the festive charm, Bollywood and cricket favorites have always added to the glitz and glamour of Iftari time on Instagram. The idea was to leverage the celebrity buzz thereby positioning Tropicana Slice as the ideal gift for Iftar celebrations. As the brand collaborated with Yusuf Pathan, Irfan Pathan, Soha Ali Khan and Neha Dhupia who heart-warming pictures on Instagram gifting Tropicana Slice kits to each other, the consumers got to see a #SliceOfIftar on their feeds. The brand also sent #SliceOfIftar kits to other influencers on Instagram as the perfect Iftar gift to brighten their Ramadan according to the Instagram Influencer Marketing Case Study.

Challenges

The Instagram Influencer Marketing Case Study shares that the campaign had to be executed by associating with authentic influencers/celebrities who would observe the festival of Ramadan.

Execution

As the first step of the activation, the brand got Neha Dhupia and Yusuf Pathan to pose with the Slice Iftar kits on their Instagram handles saying how they would like to send the beautiful kit to Soha Ali Khan and Irfan Pathan respectively to brighten their Iftar this Ramadan. We also got them to use the hashtag #SliceOfIftar.

In a span of half an hour after these posts, Tropicana got Soha Ali Khan and Irfan Pathan to post with the Slice Iftar kits saying how their Iftar has been brightened by this lovely gift their Neha and Yusuf respectively.

The brand also sent the Slice Iftar kit to food and lifestyle influencers on Instagram who have uploaded posts and stories showcasing the kit.

Also Read: #GlobalSamosa: Ramadan’s Chaand has brought bright campaigns

Results

• 60 Instagram stories (within 48 hours) and 10 Instagram posts from influencers who received the kits
• Overall reached out to over 19 million Instagrammers 
• 30 online news stories

Spokesperson Quote

Ramadan as an occasion is associated with consumption of great feasts and flavorful beverages. We are delighted to have Tropicana Slice be a part of the celebrations through the #SliceOfIftar campaign. We had received a great response from our consumers and Tropicana Slice is now being seen as an intrinsic part of Iftar celebrations during Ramadan. – Vineet Sharma Director-Marketing – Juices at PepsiCo

The post Case Study: How Tropicana Slice reached to 19 million Instagrammers this Ramadan appeared first on Social Samosa.

In a bid to spread the message of helping mothers amidst the lockdown, FunFoods by Dr.Oetker leveraged an emotional poem by the creator, Yahya Bootwala through Instagram & Facebook.

Brand & Category Introduction

FunFoods by Dr. Oetker was the first brand in India to introduce an ad campaign ‘Food Mein Daalo Magic’ in 2015, an educational approach to showcase versatility of mayonnaise as an ingredient. It evolved it’s communication with the launch of the campaign ‘Iska Taste Mile, Toh Sab Milein’ in 2019, taking the emotional storytelling approach of bringing the family together over food.

Summary

Women, especially mothers, are FunFoods’ primary target audience and therefore on the occasion of Mother’s Day, the brand conceptualized #CookWithMom, a thought-provoking concept, that aims to connect with viewers on an emotional level and encourages them to support moms with domestic chores, by sharing the load in the kitchen.

FunFoods by Dr.Oetker collaborated with Yahya Bootwala, a young poet and a digital Influencer to bring alive this message through an emotional poetic monologue.

The poem capped with the backdrop attempts to make them reflect upon the fact that often, our mothers’ hard work, goes unnoticed and isn’t appreciated enough. Using the context of the current lockdown, he urges viewers to help their moms in the kitchen to cook food.

Problem Statement/Objective

The objective of the campaign was to connect with the audience on Mother’s day through a thought-provoking message. The brand realized how difficult this time is for all moms who work for us tirelessly, day and night.

FunFoods by Dr.Oetker wanted to send out a warm thank you message to all moms and not stop there, but go beyond just saying “Thank you” and trigger the thought of helping mothers in the kitchen and encourage viewers to #CookWithMom.

Brief

The brief for the brand was simple- “How do you innovatively, communicate the message to the audience, and thank moms for everything they do for us?”

Creative Idea

The creative idea was to develop an emotional poetic monologue with a young influencer, who uses real-life nuances to trigger the thought of helping mothers in the kitchen and encourage viewers to #CookWithMom.

Also read: Case Study: How SUGAR Cosmetics’ leveraged Influencer Network for Women’s Day campaign

Execution

The roll-out and amplification plan for the brand was as follows:

• Finalizing Yahya Bootwala- Why him? He is a young, boy-next-door personality resonates with the audience and is very talented.
• Shooting the video in Yahya’s kitchen with a mobile phone and finalizing last-minute additions/ ideas.
• Release strategy: Facebook and Instagram were the primary social platforms to release the video. The brand decided to break the campaign first on Yahya’s social pages followed by the brand pages

Results

The brand claims to have seen 99.9% positive sentiment. The video collectively reached over 6 million people and has garnered over 2 million views on Facebook and Instagram. It has been shared over 2400 times on these platforms.

It was also actively shared on various family & friends WhatsApp groups.

The post Case Study: How FunFoods by Dr.Oetker’s Mother’s Day campaign reached 2mn+ viewers appeared first on Social Samosa.

Burger King India tied up their whopper launch with Valentine’s Day, banking on the break-up quotient of the day – roping in Sima Taparia and urging consumers to break up with average burgers. The Burger King Whopper launch campaign reached 11.6M users across all social media platforms.

This case study explores how the Burger King Whopper launch campaign, #DateTheWhopper started off with a video featuring Sima Taparia fame the Netflix series, Indian Matchmaking, followed up by a contest and other engagement tactics.

Category Introduction

India’s QSR  (Quick Service Restaurants) industry is expected to grow at 9% CAGR with western fast-food chains such as Burger King, McDonald’s, Dominos, etc. anticipated to grow 2.5 times its current rate. COVID-19 might have slowed down this growth for a few months but with changing demographics, increase in literacy, high disposable income, exposure to media, the recovery will be faster than ever. The studies have showcased that people prefer fast food not only for convenience and taste, but it also serves as a medium for social interactions. 

Brand Introduction

Burger King made its debut in the Indian market only in 2014 with a specially curated food menu for the Indian palate after conducting one of the biggest food researches.

Agency

FoxyMoron & Pollen

Summary – Burger King Whopper launch campaign

As India celebrated the day of love with the usual mush, Burger King took a different approach, terming it as the ‘season for break-ups’. They collaborated with Sima Taparia aka ‘Sima Aunty’ the matchmaker from Mumbai who became popular following her appearance on the show, Indian Matchmaking on Netflix. The video showcases Sima Aunty sharing ‘relationship advice’ on how not to settle in relationships or your choice of burger. 

View this post on Instagram

A post shared by Burger King India (@burgerkingindia)

Problem Statement/Objective

Burger King wanted to design a campaign that would be a part of their overall 360-degree whopper launch. Thus, the brand identified Valentine’s Day to create an engagement campaign to stand out amongst the emotionally charged advertisements while still remaining contextual and relevant.

Creative Idea

The idea was to generate buzz amongst the target consumers that consisted of a young, net-savvy population and spread the message through word-of-mouth marketing. The teams roped in Sima Taparia, the matchmaker from the very popular Netflix show ‘Indian Matchmaking’.

The idea was simple, to break-up with burgers and #DateTheWhopper, instead.

Also read: Case Study: How Cheryl’s Cosmeceuticals DIY OxyBlast facial campaign created buzz amidst the quarantined festive trail

Execution – Burger King Whopper Launch Campaign

The brand created a DVC wherein one can see Sima Aunty use references from her popular show to draw parallels between relationships and burgers. The witty dialogues (which are a spin on her original ones) convince viewers to break away from their current relationship and move on to something better.

It is only towards the end that viewers realize she is referring to boring, dry, and unsatisfactory burgers and is encouraging everyone to move to the bigger, better, flame-grilled Whoppers.

To amplify the Burger King engagement campaign, it was amplified through social media assets and contests. As an extension to the #DateTheWhopper campaign, Burger King started a contest on Instagram urging users to make memes from the video and reveal their reasons to be a part of the ‘Whopper Clan’.

The first 800 entries who tagged Burger King and used the #DateTheWhopper were rewarded.

View this post on Instagram

A post shared by Burger King India (@burgerkingindia)

Results

The campaign reached 11.6M users across all social media platforms. Also, the campaign received an engagement rate of 5.1% which is higher than the all-time industry engagement rate of 3.6%.

Across social media platforms, the campaign delivered phenomenal results as follows:

• Facebook: 7.9 million impressions with an engagement rate of 0.8% vs industry benchmark of 1.4%
• Instagram: 3.9 million impressions with an engagement rate of 5.6% vs industry benchmark of 3.2%
• YouTube: 55.3K impressions with an engagement rate of 1.7% vs industry benchmark of 2%

The idea to integrate the influencer’s style and brand’s tonality with a popular face like Sima Taparia really grew interested in the activity and the campaign in general. As the campaign video generated a lot of buzz, many other brands like Tinder, Netflix India, OnePlus, etc. joined the bandwagon and commented/tweeted on our post and added quirky one-liners which increased their share of voice and also helped us leverage their audience.

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The Laqshya Group welcomes Rayomand J. Patell as its Group Chief Creative Officer. Patell's expertise and innovative mindset will bring creativity, effectiveness, and collaboration to the Group's diverse portfolio. 

Patell has previously been a creative leader at creatively-led agencies such as SSC&B Lintas (home to India’s first Cannes Gold Lion), Contract Advertising, and Havas; and then he plunged into the world of Technology at Idealake. His dream is to create a homegrown Accenture Song or R/GA. In the company, he finds the scale and ambitious thinking needed to fulfil it both within India and abroad. 

Alok Jalan, Chairman, of Laqshya Group said, “With Rayomand on board, Laqshya Group is sure to create work that is deeply differentiated and effective across media.”

Patell will partner with Manas Mohan, CEO at DigitaLabs, as the arrowhead of the Laqshya Group’s Creative offering. Manas Mohan said, “Clients look very carefully at the creative multiplier for campaigns across media. Rayo’s expertise and experience in combining creativity and brand insights, especially in the digital space, will enable Digitalabs to create unique brands in the marketplace.” DigitaLabs has been making headway with a clutch of new clients across hospitality, architectural products, industrial adhesives, education, government and media.

Adobe has unveiled "Project Music GenAI Control", a generative AI platform at the Hot Pod Summit in Brooklyn. It can create audio from text descriptions (such as "happy dance," "sad jazz," or a reference melody) and allows users to alter the output within the same workflow.

Users can modify tempo, intensity, repeating patterns, and structure with the tool. Alternatively, users can remix music or create an unending loop by extending a track to any length.

In addition to producing music, the tool gives you a variety of control options so you may experiment. You can share your musical ideas even if you are not a composer.

Project Music GenAI Control was created in association with scientists from Carnegie Mellon and the University of California. It might eventually be made available to the general public. However, the platform is still in the research stage and does not even have a user interface yet. 

As AI-generated music, art, and writing become more common, GenAI music tools, along with GenAI tools more generally, are posing ethical and legal questions. People have been sharing their own songs that employ GenAI to create vocals, lyrics, and sounds. Copyright violations have been used by music firms as an excuse for swift takedowns. 

Bisleri has elevated Tushar Malhotra to the role of Director of Sales and Marketing. Malhotra announced this development in a LinkedIn post. Previously, Malhotra led the company's marketing and international business efforts.

In his new role, Malhotra will spearhead initiatives to enhance business performance, drive revenue growth, and expand the brand portfolio through effective communication strategies. He will also oversee the introduction of new products in the Carbonated Drink segment (including Limonata, Pop, Rev, and Spyci Jeera) as well as Vedica Himalayan Spring Water in both the Indian and GCC markets.

Sharing his excitement, Tushar Malhotra told Social Samosa, "It has been a truly rewarding professional journey at Bisleri. I have had the opportunity to lead the transformation of the marketing function working on contemporising the brand be it initiatives on sports marketing, sustainability, ecommerce, film associations or signing in Deepika Padukone as the first global brand ambassador. The next challenge for me is to lead both the sales and marketing functions and deliver on the overall business growth. I am honoured and grateful for the continued confidence and faith shown in me by the Chairman, Mr Ramesh Chauhan, Vice Chairperson, Ms Jayanti Chauhan and the CEO, Mr Angelo George."

With a career spanning seventeen years, Malhotra has garnered extensive experience in various regions within the consumer goods and luxury brand sectors. He has held significant positions at organizations such as Pernod Ricard, BMW Group, and ITC. Malhotra is an alumnus of the Faculty of Management Studies at the University of New Delhi, holding an MBA in Marketing.

Sociomark has secured the media mandate for Qubero. This brand comes from the makers of kitchen sink, NIRALI BG. 

Sociomark will be responsible for SEO, Social Media Marketing & Public Relations (PR) for Qubero. The Agency's Mumbai office will take care of this account.

Commenting on this, Heta Desai Baandal, Managing Director, Sociomark said, our team is ready to use the entire spectrum of digital media to improve the visibility of the Qubero brand and connect with the target audience. The partnership is an important milestone for both Sociomark and Qubero and we are excited about the opportunities ahead.

Sarang Gada, Managing Director, Qubero commented, This collaboration with Sociomark is really exciting and we are looking forward to working more closely for our newly launched brand Qubero. Nirali BG is already a household name and now with Sociomark as our partners we are confident that we will be able to amplify our brand message and reach the relevant audiences for Qubero.

Redseer Strategy Consultants has launched a lighthouse report in an ever-evolving digital advertising landscape. The report outlines how Digital Advertising platforms are evolving and addressing the maturing demand of advertisers and puts forth 5 key trends that are expected to take shape over the next two years. At the outset, Redseer’s research reveals that FY2024 is likely to be a muted year for advertising spend with a ~6% growth and is expected to touch US$16-17 billion in  FY2024, owing to a slowdown in consumption observed in the last 5-6 quarters as well as a dip in PE/VC investments because of rising interest rates and geopolitical tensions. Additionally, the advertising sector is recovering from the impact of the 28% GST levy on the Real Money Gaming format.  

The report also notes that despite macroeconomic headwinds leading to most consumer sectors controlling their ad spending, eCommerce platforms continue to spend in FY2024, estimated at ~15%  growth in spending this fiscal. The emergence of digital-first brands, programmatic advertising as well as the evolving offerings of digital ad platforms is shaping the course of Advertising as we know it. Digital  Advertising is well on its way towards amassing a significant user base of 800 million internet users which will fast surpass Television viewership in 1-2 years. This demographic is spending almost 1/3rd of their waking hours on the internet.

Retail Media and Challenger platforms are fast growing in digital advertising, and content formats are  shifting more towards video and interactive 

The digital advertising market in FY2024 is expected to remain muted at a ~6-7% growth rate and reach US$  8.8 - 9.3 bn in the fiscal, with global platforms such as Alphabet and Meta set to moderate their market share from ~62% in FY2023 to ~60% in FY2024. Retail Media platforms like eTailing and Hyperlocal, on the other hand, are expected to grow at ~20% in FY2024 and increase their market share from ~18% in  FY2023 to ~20%. Content-based platforms are set to continue retaining their ~20% share this Fiscal. The  Report notes that Advertisers are increasingly spending on Challenger platforms like Retail media and content platforms with niche offerings owing to multiple factors like specific targeting of high-intent users, greater reach within Tier-2 audiences and increased attention span on the platforms. Of all the platforms, Hyperlocal platforms, which have already exhibited a 70% increase in Ad Revenue CAGR  between FY21-23 and Short Form Video platforms (which have exhibited a 50% Ad Revenue CAGR  increase) are the fastest growing. eTailing and OTT are two other hypergrowth sectors for advertisers to watch out for. 

The report also reveals that Challenger Platforms compare differently across various parameters of the marketing funnel. For instance, brands might see higher rates of Retention and Conversion on eTailing and Hyperlocal platforms whereas Awareness might not be on par. OTT Video, Audio and SFV on the other hand performed well in the Awareness and Consideration parameter but were less favorable in terms of Conversion and Retention. 

CPG & Retail, eCommerce, Gaming, Media & Entertainment and Consumer Durables are the top 5  Consumer sectors for Digital Ad Spending 

In FY2023, Retail-led sectors consisting of the CPG & Retail, eCommerce, Consumer Durables &  Electronics as well as Automobile categories accounted for 60% of the digital ad spend. Content &  Service Sectors accounted for ~27% of the advertorial spend in the USD 8.2 – 8.7 Bn market. FY2024 is set to witness digital disruption within the Consumer sector with greater spends from digital-first brands, and legacy brands making the digital pivot. According to the Report, eCommerce, Travel &  Hospitality and Consumer Durables sectors are expected to increase their ad spends in FY24 with customer retention in view.  

Digital advertising is projected to grow at 11-12% for the next 4 years to become US$~14 Bn in FY2028; 5  Key Trends to take shape in the next two years as consumption rebound 

The rebound in consumption and growth across sectors will be shaped by the rise in urban demand and the gradual recovery in rural demand spread across the next 12-18 months, catalyzing advertorial spending at a CAGR of 9-10% over the next 4 years to become US$ 23-24 Bn in FY2028. Digital advertising would continue to outgrow the market growth at a CAGR of 11-12% and account for ~60% of the overall advertising market in FY2028. 

As the sector looks to chart its way forward, five key trends are expected to take shape in the next 2 years:  

• 1. The rapid growth of Influencer Advertising owing to the cost-efficiency of the format 2. An Increase in advertising expenditure towards Tier-2+ audiences 
• 3. The faster growth of Performance Ads supported by Analytics tools
• 4. Maturing Programmatic Play led by a focus on contextual advertising 
• 5. The integration of GenAI across the advertising value chain 

Mukesh Kumar, Associate Partner at Redseer observes, “As digital natives shape consumption patterns across the nation, brands have a never-before opportunity to address a much-larger and diverse consumer pool through advertising. The rise of challenger platforms has defined the growth in digital advertising in FY2024 and is expected to remain so in the next years or so. It will be fascinating to witness  cutting-edge creative strategies take shape across platforms, especially with the possibilities that  programmatic advertising and GenAI can offer for the sector.” 

Who are we?

Established in 2015, Pixelfox is a creative agency specializing in mainline and digital advertising with a core focus on video production. Formerly known as Pixel Fox Studios, the journey began as a video production agency in the confines of a small room. With a team strength of over 60+ foxes today, the company has evolved into an integrated advertising agency with a 360-degree approach, offering a spectrum of services, with the two founding foxes, Amit Damani and Krutika Damani at the heart of its success. Where Amit helms the foundation of the den with his creative sensibilities, Krutika brings in her strategic and business prowess into the mix.

What's in the name?

The name Pixelfox combines two elements: 'Pixel,' symbolizing the smallest unit of design, and 'Fox,' representing the quality of sharpness and agility. Here, every dot is meticulously crafted to meet unique business and marketing objectives. This commitment to precision is evident in the logo, font, and color scheme—a testament to the brand's unwavering dedication to excellence.

What we do?

We are an integrated advertising agency with a 360-degree approach, offering a spectrum of services across Social Media and Digital Marketing, Print Design, Video Production, 2D and 3D Animation, DVC and TVC Video Production, Photoshoot, Tech Innovations and much more.

Why we do it?

At Pixelfox, our aim is to identify and champion hidden talent born in India. With a commitment empowering imagination, we are on a mission to establish the country as a hub for creativity, innovation, and top-notch artistry. With a resolute "Made in India for the world'' mindset, we are dedicated to elevating India's reputation on the global stage. 

How we evolve?

As professionals, we ensure we maintain a vigilant awareness and stay in tune with industry developments for innovative concepts. Instead of viewing it as competition, we rather like to admire creativity worldwide, drawing inspiration from it. Our goal is not only to appreciate but also to be a source of inspiration through our efforts. Additionally, we closely follow Advertising and Marketing events, leveraging insights from a youthful team that constantly brings in fresh knowledge and ideas in alignment with the evolving world.

Social responsibility in social media

Ensuring authenticity and condemning plagiarism, we firmly believe in the distinction between admiration and copying. As an integrated creative solutions agency, we acknowledge the significant social responsibility we bear. Our approach finds its roots in integrity, transparency, and a dedication to ethical practices. We utilize our platform to spark meaningful discussions and promote positive change. An example of this commitment is our ongoing effort to raise awareness about CDKL5, a rare protein deficiency that remains largely unknown to many.

Need of the hour

The pressing need of the hour revolves around refining social networking laws. From our experience, key considerations include bolstering privacy protection, combating cyberbullying, tackling fake news, defining social platform accountability, implementing age verification measures, addressing online hate speech, ensuring algorithmic transparency, promoting cross-border cooperation, and fostering user education. Strengthening these aspects will contribute to a safer, more responsible, and secure online environment for users globally.

We learned the hard way

One thing we learned the hard way is to emphasize the importance of being process-driven in the dynamic and non-traditional hours of our creative industry. Additionally, we've learned to compartmentalize emotions, particularly when interacting with individuals, recognizing the need for a balanced and pragmatic approach in our work.

Did we just share that?

It was a delightful surprise during onboarding when one of our newest and most cherished clients shared a reference for the work they needed, only to discover that the sample work they admired was, in fact, ours! It's immensely gratifying to see our own creations becoming a source of inspiration for our clients.

They work with us

Pixelfox proudly serves 50+ esteemed brands across 8+ sectors, including industry giants like The Phoenix Group, ITC Bingo, House of Hiranandani, Dyson India, Lighthouse Learning, Daiso Japan, Skechers, Liebherr Appliances to name a few.

Industry as we foresee

The Indian social media industry is on a journey of growth, recognizing the undeniable influence of these platforms. While the dynamics of social media may evolve, the internet is here to stay. Today, social media has successfully bridged gaps, connecting people globally, including those with limited infrastructure access. Companies, like ours, heavily depend on these platforms for effective advertising and marketing strategies in this interconnected digital landscape.

A day without Internet

A day without the internet offers a refreshing break, providing the luxury of relaxing without the usual responsibilities. The best part? It's the freedom to extend deadlines, allowing for a temporary escape from the usual digital demands.

Gender ratio and policies

Pixelfox maintains a gender ratio of 45% female and 55% male within its team. During the first three months, considered a compatibility period, our HR team conducts monthly check-ins to ensure a smooth match in our professional relationship. Performance quirks are addressed with friendly nudges and time for adjustment. We provide personal guidance and mentorship, supporting you to thrive in your role. Our code emphasizes respect for all team members, mindful communication, a drama-free environment, and a commitment to diversity. Harassment, discrimination, insults, and retaliation are strictly prohibited in our collaborative and respectful work culture.

Safety and inclusive policies.

Pixelfox implements a POSH policy to address sexual harassment. The Internal Committee (IC) handles complaints impartially, prioritizing confidentiality. Anyone can file a complaint within three months, electronically or in person, ensuring the complainant's safety. The IC may attempt conciliation before an inquiry, and within 10 days of completion, proven allegations result in corrective actions, while malicious complaints prompt strict action. Confidentiality is crucial, with penalties for breaches, and information may be shared with authorities as required by law.

Maternity and paternity leave

Pixelfox recognizes the importance of supporting employees during significant life moments. We provide a generous maternity leave of 26 weeks to ensure new mothers have ample time to bond with their newborns and navigate the initial stages of parenthood. Additionally, we offer a 2-week paternity leave, acknowledging the crucial role fathers play in the early stages of a child's life.

Work culture and values

At Pixelfox, our core principles are the guiding force behind our collective experience and passion for our work. These principles not only steer us in the present but also sculpt our future, serving as the cornerstone upon which we build our culture and carve our success. It's a shared responsibility for every team member, and as we progress, we consistently revisit and reaffirm these principles. We champion collaboration, fostering teamwork through open communication and shared goals. Valuing innovation, we nurture creativity, empowering employees to think critically and adapt to changing environments. Prioritizing work-life balance, we recognize the importance of a healthy equilibrium. Our adaptable culture embraces change, enhancing our resilience in a rapidly evolving business landscape.

Growth YOY

The agency has experienced consistent year-over-year growth, marked by the steady acquisition of new clients and the welcoming of new team members. Despite the challenges posed by COVID, the agency navigated through by exploring new avenues, ultimately contributing to our present achievements and expansion.

Testimonials from clients

“Our brand identity and tonality are truly distinctive, and Pixelfox seamlessly resonated with our unique essence. Their work spoke volumes about our brand. Through compelling DVCs that hit home, and an insightful, innovative approach, Pixelfox played a pivotal role in crafting a remarkable narrative for Zuno General Insurance during our rebranding, turning it into the talk of the town. “ - Zuno General Insurance

“We’ve worked with Pixelfox for a long time and it’s truly the best example of what a great partnership must look like. They think differently and ensure it’s always top quality work.”- House of Hiranandani

“We are delighted to have Pixelfox as our advertising agency. Their creative prowess and strategic approach have elevated our campaigns to new heights. The team's dedication, innovation, and attention to detail have consistently exceeded our expectations.” - Apparel Group (Daiso Japan)

Our work

One noteworthy project includes our dynamic collaboration with Bingo Mad Angles for an AI rap video. We fused cutting-edge artificial intelligence with creative storytelling to produce an engaging and unique video that resonated with the brand's audience. The fusion of technology and creativity resulted in a campaign that not only showcased the product but also captivated viewers in a novel way.

Another notable venture was our collaboration with House of Hiranandani for the HOH Cyclothon. As the creative brain behind the campaign, we undertook the responsibility of crafting a compelling visual identity that set the event apart. This included the creation of an eye-catching logo, key visuals that resonated with the audience, stylish T-shirt designs that participants proudly wore, and event mailers that not only informed but also engaged the participants in the lead-up to the event. Our team also created offline collaterals like standees, hoarding backdrop, and stage designs that added an extra layer of vibrancy to the event.

 Awards

Over the years, our commitment to creative excellence has garnered prestigious awards, including the  Kyoorius in-book entry (blue elephant) for our website launched in 2016. Others include Gold at FoxGlove Awards 2020 for Shiro's "Taste of Singapore'' poster and Silver for Smoke House Deli's "Goodness To Go Break Cereals'' packaging. Our noteworthy recognitions also include Kyoorius Awards 2016 and Digital Crest Awards 2016 for outstanding website design. We were also nominated for The CII Awards 2017 for The Good Life Co's Packaging Design.

Number of employees

Currently, we are a team of 60+ foxes.

Donear Group has appointed Aakash Mishra as Assistant Vice President of Group Brand Marketing. Mishra announced the news on LinkedIn, expressing his excitement about joining Donear Group. In his new role, Mishra will spearhead marketing efforts across three of Donear Group's subsidiaries: Donear, Grasim BTL, and OCM.

Mishra's responsibilities will encompass overseeing day-to-day marketing operations within the group, with a focus on managing prominent brands such as NeoStretch, Donear Suitings, Grado (formerly Grasim Suitings), OCM, Mayur, Graviera, Ferrara Italian Luxury, Ferrino Mizzoni, Moda Biella Italy, Lanificio Corleone, Eurico, and Dcot Retail.

Sharing his excitement, Aakash Mishra told Social Samosa, "As AVP Group Brand Marketing at Donear Group, my mission is to strategically position each brand within its market niche, crafting disruptive campaigns that redefine textile industry standards. By pushing boundaries and cultivating a dynamic image,I envision for Donear Group to emerge as India's foremost lifestyle and fashion destination, setting new benchmarks in innovation and style. Along with that with introduction of Donear Studios, I intend to use content to reach today's consumers in different and disruptive ways."

Prior to joining Donear Group, Mishra accrued over 20 years of professional experience, notably serving as the head of experiential marketing at World Wide Media, a subsidiary of the Times Group, for 16 years. Additionally, he has held positions at Euro Vitrified and Wall Tiles, as well as Tex Co.

In an advertising industry where unhealthy working habits are normalized, creativity clashes with deadlines, and innovation collides with client expectations. Employees find themselves caught in a relentless cycle of late nights, endless revisions, and sleepless weekends while eye bags and dark circles are boasted and celebrated.

#AgencyLife has emerged as a trend, employing memes and humor to cope with the challenges and inequalities present in the industry, particularly when it comes to issues like receiving credit for one's work or fair compensation. This hashtag currently boasts 2.8 million posts on Instagram alone. 

It is because of this hectic culture that many employees have experienced elevated levels of stress. For example, after an unfortunate incident, Tadashi Ishii, CEO of DAN Japan, was asked to step down in 2017 following the suicide of an overworked junior employee. 

Closer home, in September 2020, the advertising industry lost a young professional due to cardiac arrest, which was induced by stress.

However, now, a growing number of Millennials are breaking these patterns and cycles of toxicity that has passed on in advertising for decades and are actively unlearning these patterns and traits to create a better workplace for Gen Z and the future of advertising.

But what fuels stress in agency culture?  

At the crux of this tension lies the treatment of clients as central figures within agency culture. Success depends on how long agencies can keep clients are happy and stay partnered with them. However, the challenge arises from the fact that clients have numerous alternatives to choose from. Clients are likely to explore other options if an agency fails to meet their needs. This harsh reality underscores a fundamental truth: without clients, agencies cannot generate revenue, and without revenue, agencies cease to exist. 

Over the years, the measure of an agency's success has been tied to its ability to cultivate enduring relationships with clients. Amidst maintaining the long-term relationship for the sake of it, the well-being of employees often takes a backseat as agencies prioritize profitability and client satisfaction.

Pooja Manek, Creative Lead & Founding Member at Talented.Agency, pointed out that the true measure of success lies beyond mere client retention. 

She said, “ Determining the success of a client-agency partnership basis the years of the relationship vs the frequency of consistent great work—this has been one of the most baffling realities of our industry for me. We’re in the service business, but to sustainably mark the success of our industry, we need to rethink who we’re servicing. Our industry will collectively have better self-worth when we remind ourselves that—we’re as much in the service of the idea as we are in the service of the client.”

Only by shifting this perspective can the industry collectively prioritize the well-being of its employees and foster a culture that values work-life balance as much as client satisfaction.

Work-life balance

Pallavi Chakravarti, former ECD of Taproot Dentsu and Creative Head- West of DDB Mudra Group and currently the Founder and CCO of Fundamental, has been vocal about flaws in the hustle culture in the advertising industry.

Chakravarti finds it problematic that lack of work-life balance was celebrated in some pockets of their industry and further emphasized that the freedom to have a life beyond work was something valued as Fundamental.

She said, “I've always maintained that ours isn't a 9 to 5 job. There will inevitably be some working weekends or public holidays. The question is, is this the norm or an exception? Is working on a public holiday considered a foregone conclusion or an aberration? Are late nights written into your contract while joining an agency, or is it a once-in-a-blue-moon thing? At Fundamental, we believe you need not burn out trying to keep the flame of good advertising going.”

A study conducted by Randstad shows that work-life balance (65%) trumps attractive salary and benefits (62%), as the most important driver for Indian job seekers while choosing an employer.

This shift in priorities is not only evident in statistical data but also in the evolving narrative of advertising campaigns, where brands are taking a bold stance against the pervasive culture of overworking.

For instance, Heineken recently launched a campaign shedding light on the negative impact of late working hours on the well-being of office workers. The campaign extends beyond product promotion, advocating for a balanced approach to work and life.

Another example is the work done by BBH for Volkswagen Commercial Vehicles in the UK. This campaign, titled 'BRING THE SHUTTERS DOWN ON OVERWORKING,' sheds light on the same issue.

Need of Gen Z for the Gen Z

In today's market, Gen Z constitutes a significant demographic, and according to Bloomberg, these young professionals and students wield substantial purchasing power, accounting for a staggering $360 billion in disposable income.

Due to this immense potential, many brands are trying to market to Gen Z but fail to effectively connect with Gen Z in their advertising efforts. Why? Because truly engaging with this cohort requires more than just targeting them—it demands active listening and understanding of their perspectives.

Rashi Agarwal, Founder, Megalodon believes that in the advertising industry, there's a common issue: younger team members' ideas are often underestimated. She said that even though the industry celebrates young agile hirings, it struggles to truly embrace and credit the input of junior colleagues, and senior members sometimes ignore or downplay these ideas, only to present them later as their own.

She said, “This lack of recognition not only hampers innovation but also fosters inequality within teams. Real leadership means acknowledging and supporting all team members, no matter their age or experience. By creating a culture that values diverse viewpoints, we not only improve our work but also promote inclusivity and respect. We must commit to championing the ideas of each team member to be a true leader.”

Similarly, Keren Benjamin, Associate Director, Planning Lead Research and Strategy, Capital Z, addresses another toxic pattern in marketing to Gen Z: the 'stereotype trap.'

She said, “It's like trying to fit a unicorn into a box – it just doesn't work. You’ll often find visuals targeting Gen Z dipped in the same one-tone ink (mostly OTT), failing to depict their patchwork identities.”

Through Capital Z, Benjamin aims to solve palpable problems creatively, making Gen Z feel understood and respected for who they are, not who we think they should be.

“It’s crucial to understand that they're not a trend to follow; they're a generation to engage with,” she added.

Taking it to her LinkedIn, Benjamin had shared a few solutions for Millennial managers navigating the nuances of working with Gen Z teammates.

1. Embrace hybrid work models as a way of operations (not just a makeshift arrangement) to accommodate diverse preferences and boost productivity. Once you build trust and show them that you understand their needs, they will be more open to coming to office when you really need them.

2. Shift the focus from hours spent to results achieved. Acknowledge and reward based on outcomes rather than clocked hours.

3. Cultivate an open feedback culture where constructive criticism is seen as a tool for improvement, creating an opportunity for growth for both managers and Gen Z employees.

4. Establish mentorship programs to guide Gen Z through the challenges of the professional world, offering support and building confidence. (You might not have the same starting point but it's incredibly rewarding to see them take flight when they are treated as equals)

By confronting these unhealthy patterns head-on and adopting a more inclusive and balanced approach, the advertising industry has the opportunity to foster a workplace that not only thrives but also supports the growth of the next generation of talent.

Dentsu has appointed Narayan Devanathan as President & Chief Strategy Officer, South Asia. He will report to Harsha Razdan, CEO, South Asia, dentsu. 

Narayan returned to the network for a second stint in June last year. He took on the mantle of Group Chief Strategic Advisor, establishing a Central Strategy Team for the South Asia Market alongside the Executive Leadership.

In his new capacity, Narayan is entrusted with the task of executing the network's strategy to deliver client solutions at the intersection of marketing, technology, and consulting. 

His mandate includes bringing together the strategy and planning teams across various critical practices including creative, media, and customer experience (CX). Further, Narayan will also set up and run the business transformation, sustainability consulting, innovations, startup growth partnerships, expert alliances, and knowledge verticals across the group. 

Commenting on his appointment, Harsha Razdan said, "Dentsu stands as an unparalleled powerhouse of creativity, innovation, and exceptional talent. Our goal is to enhance our customer focus, adaptability, and inventiveness as we embark on the next phase of our growth journey. We aspire to be the primary choice for clients seeking progress for themselves and their customers in marketing, technology, and consulting. Narayan's appointment seamlessly aligns with our global strategic vision. He has proven himself to be an invaluable asset at dentsu – a remarkable individual, a distinguished leader, and an outstanding professional. I wholeheartedly welcome Narayan to his new role."

Narayan Devanathan added, “As someone who started off as a copywriter many years ago, I’ve never forgotten the unparalleled power of creativity to solve problems and unlevel the playing field. At dentsu, we’re now bringing that power to create positive change for companies and society. It starts with reminding our people of the power of a diverse collective and re-arming ourselves with new ways to collect and connect dots across the business spectrum. And in the process, we’re putting down three simple principles: have amazing fun, do the right thing, don’t settle for the status quo. I’m excited as I was on the first day of my first job to do all of the above, in partnership with Harsha, all of our wonderful people, our clients, and our partners. We’re the future we want to create.”

As we head towards another International Women’s Day, it may be sobering to reflect on the progress that has been made towards gender equality at workplaces and acknowledge the challenges that persist. Gender Equality refers to the equal rights, opportunities, and treatment of all genders, regardless of their identity or expression. It focuses on eliminating discrimination, bias, and stereotypes based on gender and ensuring that everyone has the same access to resources, opportunities, and decision-making processes. The World Economic Forum’s Global Gender Gap Report 2023 predicts that based on the trend since 2006, it may take the world at least another 131 years to achieve gender equality!

The question to ask ourselves is whether we wait that long for a basic human right or can we all as responsible corporate citizens hasten the pace to create a gender-equal world?  Enough and more has been already said about the benefits of having more women at the workplace – better decision-making; innovation; increased performance & productivity; talent attraction, engagement & retention; and risk mitigation to name a few. 

The recently announced Aon Salary Increase and Turnover Study which covered 600 companies across 40 sectors in India Inc. shows a very clear picture of the leaky female talent pipeline.  While almost 50% of the graduating classes comprise women in India, only 26% of the junior management is made up of women.  The pipeline worsens as it moves towards the C-Suite to a paltry 10% of female representation.  Are we so apathetic about this demographic dividend being frittered away?

Most of the organizations have a general idea about the reason for this leaky pipeline.  They may even know what they need to do.  But the sense of urgency to fix this problem is missing.  Is it because we have become so top-line and bottom-line focused that we have lost our way?  Have we stopped looking beyond the Excel sheets?

What are some of the policies that are critical and should be implemented on a war footing to ensure that we do not lose out on the potential and talent of 50% of the population (women) of India Inc.?

Diversity goals – Have an articulated policy on the diversity program of the company with goals and accountabilities.  Have stretch targets for improving the female: male ratio just like the company would do for its business targets.

Maternity and Menopause support – Companies need to have equitable policies to address the life stages of women.  Maternity Leave, Creches, and Mother’s Room are now table stakes. Companies need to ensure that they have a Maternity Support program for women from the time they announce their pregnancy to the time they return after their Maternity Leave.  This is a life-changing event for women and they can be overwhelmed and torn between their career aspirations and the motherhood guilt coupled with physical changes to their bodies.  Motherhood penalty has to be a thing of the past.  Menopause has been another blind spot at the workplace which needs attention in the form of education & awareness, nutrition and fitness counselling, and physical infrastructure adjustments (hot flashes need higher air conditioning!).  Women drop out of the workforce when they do not feel supported, or valued and feel that ‘it is not worth it’.

Returnship - Women need to be encouraged to make a comeback from a break (maternity or otherwise) through focused returnship programs.  Companies need to invest in upskilling the woman and bringing her on board as a regular employee at a salary band that matches her experience, competence and potential.  Ask yourself how would you look at a man returning from a sabbatical? 

Flexible work – Considering that women still continue to carry the burden of a ‘double shift’ of office work, childcare, elderly care, and housework; companies can offer flexibility around physical presence at the office and remote work.  Meet them where they are and evaluate performance on outcomes and not on Facetime in the office.

Inclusive hiring - Have an inclusive recruitment policy to ensure that women are not penalized in the selection process.  Ensure that the Job Descriptions are inclusive with gender-agnostic language to attract women.

Gender Bias & Gender Stereotyping training – Ensure that in addition to the general Unconscious Bias training, all employees are sensitized to gender bias and gender stereotyping so that women are not subject to unequal treatment or opportunities.  Gender-based insults, comments on appearance, gendered jokes or humour, assumptions about roles and responsibilities, disregarding inputs based on gender, sexualization or objectification, microaggressions, under-estimating competence, and benevolent sexism are some of the areas that need to be addressed to make workplaces inclusive for women.

Sexual Harassment – after the implementation of the POSH Act, prevention of Sexual Harassment at workplaces is non-negotiable.  Companies need to be vigilant to ensure that women feel safe and secure to raise concerns without fear of reprisal.

Male engagement – curate a program to engage men as Allies for women in the workplace.  In most companies, men occupy positions of power and influence and when they start addressing gender equality with intentionality and deploy their privilege and social capital, the progress can be faster.  As part of the allyship program women can be mentored and sponsored by men leading to career-enhancing opportunities for them – stretch assignments and introduction to newer networks.

Paternity / Elderly Care Leave – companies need to consider introducing/increasing paternity / elderly care leave and destigmatize the usage of the same.  This helps normalize the childcare and caregiving responsibilities which in turn reduces the double shift burden on women.

Gender pay gap – ‘You cannot change what you cannot see’.  Audit the gender pay gap across levels regularly and formulate a plan to fix it within a specified period of time.

Performance Management System – ensure that the touch points (appraisals) and outcomes (increments and promotions) of the Performance Management System are free of gender bias.  Track the no of promotions at the same level across men and women.

Let us roll up our sleeves and get to work and not let down the next generation of girls and women!

This article is penned by Roopa Badrinath, Founder of Turmeric Consulting. 

Disclaimer: The article features the opinion of the author and does not necessarily reflect the stance of the publication.

Nikhil Narayanan, a seasoned Creative Director with over 15 years of advertising experience, has joined Zlade as its Head of Creative Strategy & Brand Director.

Sharing his career move on LinkedIn, Narayanan wrote, "I'm really looking forward to this journey, building a team and creating some fun work. Or an adventure as the cliche goes. But this time, I have a weird feeling, that this role is literally going to be one." 

Starting as a Copywriter at Origami Creative Concepts, Narayanan ascended the ranks, as he transitioned to roles like Senior Copywriter at Ogilvy & Mather and Creative Supervisor at McCann Worldgroup. 

Throughout his career, Narayanan has worked with clients like Apple, 3M, Lenovo, and others, delivering impactful campaigns and driving brand success. His expertise spans Advertising, Copywriting, Content Marketing, Digital Marketing, and Brand Management. Narayanan's previous leadership roles at Pine Labs and Tata Consultancy Services highlight his skill in driving creative strategies and leading teams effectively. 

Beyond professional achievements, Narayanan is a passionate writer and an unwavering Manchester United fan. His dedication to doing his best, along with his ability to handle complicated creative situations, makes him a valuable addition to any project or team.

Google took down over a dozen popular apps from the Play Store in India on Friday, in response to ongoing non-compliance with its billing policies by developers. This action comes amid a three-year dispute in Google's largest market by users.

The tech giant revealed that 10 companies in India, including undisclosed well-established ones, had failed to pay fees despite benefiting from the platform. Google, owned by Alphabet, noted that a select group of developers in India had ample time to comply with the Play Store’s payments policy but chose not to. These developers, Google added, continue to adhere to the payment policies of other app stores.

Apps affected by the removal include those from matrimony platforms Shaadi, Matrimony.com, and Bharat Matrimony, along with Info Edge’s Naukri and 99acres, audio storytelling apps Kuku FM and Stage, Alt Balaji’s Altt, and dating service QuackQuack.

Android devices dominate approximately 95% of the smartphone market in India. Being removed from the Google Play Store could spell an existential crisis for many of the aforementioned companies.

Lal Chand Bisu, co-founder and CEO of Kuku FM, criticized Google, stating that the tech giant has become a difficult partner to work with and holds significant control over the Indian startup ecosystem. Bisu expressed concern, noting that they are left with no choice but to accept Google's terms, potentially leading to financial challenges for Kuku FM in serving a large portion of the country.

In a post on X, Bisu emphasized the indifference of monopolies towards anything beyond their own interests.

Google is the most evil company for businesses. Our Indian startup system is completely controlled by them.

Google delisted us in 2019 for 25 days without pre-notifying us. Worst days ever. Just imagine the atmosphere where the team is working daily in the office and there is no…

— Lal Chand Bisu (@lcbisu) March 1, 2024

IAMAI, a significant industry association representing some of India's largest startups and international firms, released a statement advising Google, a member of IAMAI, against delisting any apps from Google Play. The association confirmed that Google had issued notices to at least four of its members.

Google, in a blog post, stated, "After providing these developers with over three years to prepare, including three weeks after the Supreme Court’s order, we are taking requisite measures to ensure consistency in applying our policies across the ecosystem, as we do for any policy violation globally." The post further mentioned, "Enforcement of our policy, when necessary, can involve removing non-compliant apps from Google Play."

Several companies in India have contested Google’s Play Store billing policy in recent times, alleging that the fees imposed by Google are excessively high for the services rendered. Among the firms petitioning the Madras High Court were Bharat Matrimony, Shadi.com, Unacademy, Kuku FM, Alt Digital Media, and Info Edge, which operates the popular job recruitment platform Naukri. Additionally, Disney’s Hotstar and Tinder have also challenged Google’s policy in India.

India holds significant importance as an overseas market for Google, where the company has made substantial investments over the past decade and currently serves a user base exceeding half a billion individuals. Google revealed on Friday that the Android and Play Store ecosystem collectively supported over 2.5 million jobs in India in 2022, with only 3% of developers in the country required to pay a service fee. Furthermore, Google stated that fewer than five dozen developers in India are subject to fees exceeding 15%.

Google’s statement on Friday comes in response to the Madras High Court’s rejection of petitions from various Indian tech companies against Google’s new user choice billing system in January.

The company emphasized its adherence to local laws and asserted its right to charge for the value and services provided by Google Play. Google noted that on February 9, the Supreme Court declined to intervene in its right to do so. While some developers have begun to participate in Google’s business model and ecosystem, others continue to resist, resulting in an uneven playing field across the ecosystem and placing other apps and games at a competitive disadvantage.

According to Google, the small group of developers not paying the fee while utilizing the Play Store is creating disparities within the ecosystem. Google suggested that these developers can either resubmit their apps by adhering to the rules or opt for continuity in the Android ecosystem by collaborating with alternative app stores.

Developers seeking to publish their apps on the Play Store must choose one of Google Play’s three options: offering consumption-only access without paying a service fee (as seen with platforms like Netflix), integrating Google Play’s billing system and agreeing to pay the established fee, or implementing an alternative billing system resulting in reduced fees for developers.

For a company that once had a motto - Don't be evil, Google seems to be doing all things evil at this point.

STAGE app has been delisted from the Google Playstore today on notice of a couple of hours, just because we refused to give in to their monopolistic policy of allowing… pic.twitter.com/VRZqxun2PR

— Vinay Singhal (stage.in) (@vinaykrsinghal) March 1, 2024