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

For Gautam Reghunath, Co-founder and CEO, Talented, the advertising industry has always been a huge part of his life. His drive to create great work comes from having grown up surrounded by his father’s ad magazines, creatives, and proofs lying around the house. This has translated into an extensive advertising experience of 17 years as he has grown with agencies like Law & Kenneth Saatchi & Saatchi and Dentsu Webchutney, creating award-winning work and even serving as a jury for Cannes Lions in 2023. 

With pitching creative ideas, however, comes the desire for creative freedom wherein one feels like ideas deserve a fresh start with no baggage that aligns more closely with personal values and creative vision. 

Building his own agency seemed like a natural progression which gave birth to ‘Talented’, a two-year-old agency that has led creative work for brands like Swiggy, Urban Company, Myntra, Google India, Goibibo and more. 

“The clear reason for us when we began was that we had way too many disruptive ideas on how agencies needed to be run that were fundamentally different from how agencies are actually run.”

Reghunath isn’t the only one to find this drive for freedom inside him. Aalap Desai wanted to find his version of an advertising agency, one that broke away from the systemic approach.  

For him, there was a version of a system that was more talent-focused and concentrated on joy as a motivation rather than fear, which Desai believes will result in creating better work. 

Desai, who has an extensive experience working with network agencies like Ogilvy, JWT, Leo Burnett and Dentsu feels grateful for the giants that taught him the work and the business, but believes that a colossal system comes with its pros and cons. 

With the biggest motivator being freedom, Aalap Desai became the CCO and Co-Founder of the recently launched agency ‘tgthr’.

“The advantages are vast, like job security and predictable growth, but there are disadvantages, like the pressure of massive, and often unachievable, targets and how they handle culture. There is always a version of "your way" that exists in your head that you want to create somewhere, someday,” shares Desai, as he speaks about the cornerstone of building tgthr. 

While agencies launched in the past five years are relatively young and can be termed ‘new-age’ agencies, this trend goes beyond their lifespan and has given birth to newer ways of fostering working dynamics. 

Working at network agencies or companies can open your eyes to cultural gaps. These ‘new-age’ agencies, helmed by industry professionals, are working towards attracting a better talent pool through their versions of work culture while specialising in specific skillsets that garner brand attention. 

The drive to build something different 

Take the agency Lesssgo for example. Specializing in social media content, the year-old agency has connected with the audiences through its relatable content for clients like Swiggy Instamart, Bumble and Slice. 

With bite-sized content that garners interest from younger audiences, the relatively new agency has been crafting a niche as it attempts to set itself apart from larger giants in the industry. 

The agency’s founder, Srishti Modi, mentions, “While my main motivator to start Lesssgo was my confidence, I wouldn’t lie about not being obsessed with “this I will do differently,” “this no one should face,” and “this should entirely stop.”

But a shift in the agency culture is not at all about recognising Gen Zs don’t stand bullsh*t, as per Modi. 

She continues, “Of course, that keeps you accountable. But it’s mostly about recognising agencies/companies thrive when they’re built on empathy, shared ownership and having fun. And it’s very beautiful to just see everyone choosing to be kind and mindful.”

Labels? No, thank you!

While these professionals have learned the ropes by working with advertising giants, they are now swimming against the tides to make a difference, either through culture or creativity. They are rejecting labels and creating their version of an advertising agency.

As per Pallavi Chakravarti, Founder & CCO, Fundamental, ‘non-traditional’, ‘traditional’, ‘boutique’, ‘hotshop’ are adjectives that look pretty in write-ups. Having developed her expertise in crafting creative work for clients at agencies like Saatchi & Saatchi India, JWT, Grey Group, TAPROOT DENTSU, and DDB Mudra Group, Chakravarti’s focus has been making employees feel empowered and accountable by remunerating them well for their efforts. 

Through meaningful work, Chakravarti wants to bring joy back into the advertising process. Once she started her agency Fundamental, she tried not to add a label to it. The agency, established in 2023, has crafted reels and long-format content, designed textbook covers, and executed big-ticket television campaigns, like many other agencies. 

Chakravarti thinks, “Clients should be able to see value in what you’re bringing to the table - that will automatically change how they view you, not the descriptor you flash on your creds deck. And this will happen only if one knows what one is best equipped to do and the answer to that is not ‘everything’.”

Talent sets the tone

The meme marketing agency Youngun’s Founder and CEO, Saksham Jadon, Founder and CEO, Youngun began his career as an intern at Zomato and noticed a glaring issue within a year and a half into advertising - a lack of brand exclusivity. Brands sounded the same, lacking distinct personalities. This led him to believe there should be some personality of the brand itself.

From there, his agency has focused on making brands like Netflix, Spotify, Tinder, Ajio and more relevant in topical discussions by leveraging humor, recognizing its virality on social platforms.

Considering the agency relies on social media, their hires are also defined by the same. “Our agency culture emphasizes hiring individuals from every possible generation with every possible consumption pattern. Young people define social, and then, slowly, it gets consumed across the medium.”

Jadon believes that agency culture often stems from unclear client objectives and unrealistic timelines. He elaborates that clear communication and understanding between clients and agency teams are significant in dealing with unhealthy work hours. He also believes every team member should understand each other's roles and capabilities.

It’s not only about hiring talent for their skills and giving them the freedom to create content where their creativity takes them. It’s also about fair pay. 

At Stonks Studios, Co-Founder and Partner, Nikhil Jain, doesn't base pay scales on what they think a creator deserves, instead choosing to do it on what they want. This comes from the belief that good creators know what they are worth and what value they bring to the table and price their services accordingly. 

“Our psychology says, if we can’t bring ourselves to pay what they need, they are probably better off with someone who can.”

The larger aim for him while starting the agency was to build a place that they would want to work at. Jain hasn’t placed value in degrees and certifications, instead choosing to do it in creativity instead. As a creator, he has realized that there is no fixed template that you can make creators work in.

“We wanted to build a space where all these creators could come together to build exceptional content for people, and in return, we offer them what they have always deserved - freedom. Freedom of delivery format, freedom to build on their time, freedom to put themselves first as creators.”

According to young agencies, this freedom to create also helps attract better talent. However, this also requires a strong belief system that supports creativity in different ways. 

Gautam Reghunath of Talented suggests that companies begin with the beliefs and values of their founders. However, having principles is the easy bit, according to him. 

“Early hiring becomes key. Your first 10-20 hires become magnets for the next 50, and so on. If you get the early parts of the company right, those behavioral patterns trickle down through the company over time.”

Similarly, Aalap Desai of tgthr believes that we need neo-traditional agencies, stating that it is no longer about setting up a three-person digital team in a traditional agency or a TVC in a digital agency to call yourself integrated. 

“We need to deliver on both fronts. To create that talent that has done both and can deliver on both fronts is the need of the hour. If you don't have them, we must invest in training them.”

Desai’s point of investing in talent shows that what one puts into a culture will define the output. Training employees within a business can be a tool for retention, as per research from LinkedIn which found 94% of employees would have stayed in their role longer if their employer had invested more time in their professional development.

Small fish in the pond

When it comes to the prefixes of being digital, creative, new-age or non-traditional, highlighting the kind of work and culture an agency has built, Reghunath believes, at the end of the day, on most occasions, his agency is pitching alongside the likes of Ogilvy and Burnett for the exact same briefs and the same marketing budgets. 

“The real differentiation with those types of agencies and other competitors will not be in what we’re called in comparison, but in our creative product itself,” he continues.

While there are already existing agencies providing full funnel services, there has been a rise of specialised new-age agencies with expertise in social media, AI, memes and more. And brands go to different service providers as per their needs. 

“Now, we are known for our internet-first approach. But its pillar is that we understand how people consume social, and we quickly adapt to all the changes and understand them,” says Youngun’s Saksham Jadon.

According to Jadon, traditional agencies often lag behind in understanding and utilising the latest social media trends and humour, which gave them an edge.

When asked what according to him characterises a non-traditional agency, Jadon says, “For the first three to four years, every agency has to start from a niche and break into that niche. That’s how their roots are formed. Their next step is keeping those roots, and style of work consistent and then scale up.”

Better hires = Better work

Agencies want to create work that resonates with the audience, and hiring plays a part in that. Fundamental’s Pallavi Chakravarti says that culture is a big word and a much-abused one. 

However, she continues, “We’re primarily about two things - the people and the work. We want to create work we’re proud of - insightful, needle-moving, popular, well-executed, persuasive. Note that the above may not necessarily be LinkedIn friendly - we design for the real world, work that works for our clients.”

Nikhil Jain of Stonks Studios points out that while they build content for brands, the goal is never to appease brands. Building for brands involves filtering thoughts to match what a brand wants to say. But, a better strategy, according to him, is to always build for audiences. As long as agencies make content that works, brands start placing faith in you.

This works in terms of making hiring decisions as well. 

Jain comments, “We hire based on vibe - it's about how well individuals can create what people want, regardless of background. In today's digital world, anyone can make an impact, so we focus on finding creators who can adapt and deliver.”

In a nutshell, Jain implies that agencies need to start valuing creators and creativity more than past successes, both in terms of hiring and of building work.

While he is not certain that new-age agencies have a monopoly on trying to foster better work environments, Talented’s Reghunath comments that companies regardless of size and age, attempt to do so. However, starting from scratch helps manage the issue, this is why younger agencies should have zero excuses not to.

Srishti Modi of Lesssgo shares some learnings that have shaped the culture at her agency.

1. Many creators find joy in getting credit for their work (it makes sense) or hate someone else taking their credit (it makes sense, too). It becomes everyone’s responsibility within the team to acknowledge the brain while celebrating the brainchild.

2. In an industry that is so consuming, it is important to make up for the unofficial work hours by reducing the official work hours. The unofficial work hours include time-consuming reels, observing trends, and even watching a cricket match. 

3. You can never make your problem of losing a client become a team's problem. Knowing that clients have read all the agency-client memes, there’s more awareness, more attempts, better relations, and equality than ever before.

By embracing diversity, creativity, and a commitment to positive change by remunerating their employees well, new-age agencies are redefining the boundaries of what is possible in advertising and paving the way for a more inclusive and dynamic future.

Slice announced the appointment of Nayanthara as its brand ambassador. With Nayanthara on board, Slice aims to strengthen its connection with audiences.

Sharing her excitement about coming on board as Slice’s new face, actor Nayanthara said, “I am thrilled to be a part of the Slice family and contribute to the legacy of this iconic brand. Known for its memorable campaigns, I am eager to be a part of the brand’s upcoming projects. I hope the new campaign immerses my fans in the delightful world of Slice in a unique and captivating way.”

Speaking on the association, Anuj Goyal, Associate Director, Slice and Tropicana, PepsiCo India said, “We are delighted to welcome Nayanthara to the Slice family and are positive that her wide appeal that cuts through masses will further help build the brand connect with our core consumers. Both Slice and Nayanthara have entertained families and brought people together in an endearing manner. We hope this magic continues with the new film as well and it will be loved by everyone.”

The emerging markets gaming and esports media company, NODWIN Gaming (NODWIN), is announcing a strategic partnership with JSW Sports, an Indian sports promoter and pure play sports management enterprise, to monetize and market its gaming, esports and cultural intellectual properties (IPs). This collaboration is set to redefine and empower the rapidly evolving esports ecosystem within the country.

This partnership further solidifies NODWIN's strategic focus as a sports media company. With esports and sports having a large audience and media overlaps in India, this association brings together NODWIN Gaming's expertise in esports operations and esports content creation, complemented by JSW's experience and footprint across sports, especially their commercial vertical.

The combined strengths of the two are also focused on launching new esports-focused Intellectual Properties in India, educating the market and important stakeholders along creating the right partnership platforms for brands and advertisers.

This collaboration also aims to showcase rich and engaging storytelling within the esports domain, catering to the ever-evolving interests of the gaming community.

Commenting on this strategic partnership, Akshat Rathee, Co-founder and Managing Director of NODWIN Gaming said, "We at NODWIN Gaming are thrilled to announce our partnership with JSW Sports, a momentous milestone in the esports ecosystem. NODWIN Gaming's technical know-how and leadership in the esports and gaming domain, combined with JSW Sports' commercial expertise, positions us to unlock unprecedented opportunities in the distribution and monetization of esports content. Our shared goal is not only to empower the esports ecosystem but also to establish new benchmarks for the future. While there's much work ahead, the excitement and possibilities are boundless!"

Speaking on the partnership, Divyanshu Singh, COO, of JSW Sports, said, “India has one of the largest esports viewing audiences in the world, estimated at roughly 150 million viewers. That number swells up to 290 million when you combine it with both, esports playing titles and fans. Talking more numbers, In 2024, the revenue in the esports market is forecasted to reach US$124.8m, and that number will only grow exponentially in the years to come. In JSW Sports and NODWIN, we see two market leaders with the kind of synergies to capitalize on these trends, and change the game when it comes to distributing and monetizing esports content.”

The strategy spans sponsorship, media rights, activation, and influencers, creating a comprehensive framework to maximize the value of gaming and esports content.

In the ninth iteration of Social Samosa's Superwomen, we seize the moment to commend and celebrate the extraordinary achievements of the 'Wonder Women' within the Advertising, Marketing, and Media industry. We take this opportunity to recognize and celebrate the remarkable accomplishments of outstanding women in the fields of Advertising, Marketing, and Media. 

In acknowledging these exceptional women, we applaud their innovative contributions and forward-thinking leadership throughout the past year. Simultaneously, we eagerly anticipate the enduring influence and motivation they are bound to impart to the industry in the years to come.

This initiative extends its invitation to all women involved in various capacities, from content creation to holding key positions such as account heads and business directors to media leaders. We encourage their active participation as they contribute immensely to the ongoing progress and development of the industry.

As the deadline for nominations approaches on March 1st, 2024, let's take a closer look at the prominent Superwomen categories. Find the one that best suits you and submit your nomination now.

Our initiative, Superwomen to pay tribute to some of the wonder women in the Advertising, Marketing, and Media Ecosystem is set to take flight soon.
Women who have disrupted the industry with sheer diligence and raw ideas. 

Superwomen is an effort to lend a platform to the voices the industry needs. From Women who lead by example to Women who break the barriers and pave the way for generations to come. It is a celebration of who makes a difference in the quieter corners of the advertising world. It is more than just an occasion; it's a grand showcase of the brilliance, creativity, and determination that define the women who shape and redefine the advertising, marketing, and media domains. It is a platform to hear their stories, instill a sense of womanhood, and facilitate a community of Women who support Women. 

After all, when Superwomen share their stories, it becomes a source of motivation for others navigating similar paths. We focus on building inclusivity and creating spaces where women feel valued, heard, and integral to the industry's progress.

As the deadlines for nomination come closer, we take a look at some of the commonly asked FAQs. This guidebook will help you understand the categories as well as the overall nominations and evaluation processes. The guidebook also gives a detailed understanding of how to upload the entry with relevant details and material.

Nominations closes on 5th March, 2024. You can submit your nomination here. 

For further information, please refer to the guidebook here: 

Superwomen 2024 Guidebook

Indeed has commissioned a global report titled, ‘Work Needs Women’. It aims to provide a comprehensive overview of the experiences and perspectives of women in the workforce in India and across the world. The report also strives to identify areas where organizations and decision-makers can take action to create more inclusive and supportive work environments for women.

Key insights: 

1. A Global Perspective on Salary Negotiation: Despite progress, over half of the women who requested a raise globally received less than they had hoped for.

2. Unveiling Indian Wage Realities: Amid India's economic surge, a stark reality surfaces as 56% of women who sought raises received less than expected, signalling persistent challenges in attaining equitable compensation within the Indian job market. 

3. Navigating the Gender Pay Gap: While women across surveyed nations perceive a glaring gender pay gap at the national level, Indian women express notably higher satisfaction within their organizational and sectoral realms.

According to Indeed’s Work Needs Women report, Nine in ten Indian women (90%) identify pay as an important aspect of their jobs, the highest percentage of all 11 countries (global average 82%). 

Indeed’s report reveals that the pursuit of job satisfaction for women is influenced by a variety of societal, cultural, and economic factors. While financial independence is a key motivator, women also prioritize achieving a work-life balance that allows for personal interests, family responsibilities, and professional growth. Job security remains a critical factor in this pursuit, along with the desire to develop new skills that can unlock further opportunities.

The report found that 53% of women from India are confident in asking for a raise, which is higher than the global average of 30%. In fact, India has the highest percentage of women who have asked for a raise (65%) compared to any other country. 

Indian women feel that they are more likely to get a raise if they ask for one. Although India has seen considerable economic growth in recent years, leading to greater competition and increased living expenses, over half of the women who requested a pay raise (56%) were granted less than what they had asked for. India has the largest number of young people in the workforce globally, which can result in a highly competitive job market and lower wages. 

The gender pay gap is a global concern, with most perceiving it to be more conspicuous at a national level, rather than within their specific organizations or industries. This perception is most pronounced in Italy (70%) and France (68%). However, Indian women feel that their country most closely resembles their views when it comes to the gender pay gap, followed by their industry and organization. To close the gender pay gap in India, women consider regular compensation reviews (39%), workplace flexibility (39%), and gender pay/salary audits (37%) as the top 3 ways.

Recognizing the significance of these initiatives is crucial, as studies, including those by the Harvard Business Review, have shown that companies with more women in senior positions tend to be more profitable, socially responsible, and offer safer, higher-quality customer experiences.

Commenting on the report, Nishita Lalvani, Marketing Director, Indeed India & SG, said: "Creating an environment where all women feel empowered to negotiate, thrive, and achieve balance is not only ethical, but also the key to unlocking innovation and organizational success on a global scale. The confidence of Indian women in pursuing their worth is truly remarkable, and it's high time we fostered similar environments worldwide. While it is motivating to see Indian women leading the charge globally, there are still many challenges that stand in the way of women landing equitable opportunities. At work and outside of work the importance is to create a world where every woman can confidently pursue her dreams and aspirations, irrespective of cultural differences.”

Bumble launched their campaign ‘Kindness is sexy’ to promote their recently launched ‘Compliments’ feature. Through this 360-degree integrated campaign across ATL, Digital, Influencer, Social and earned channels, Bumble garnered over 4 million clicks and resulted in over 9% lift in brand awareness scores in India. Here's a case study on how they did it. 

Category Introduction

The dating category in India has seen phenomenal growth over the last 5 years and today, India is one of the 5th largest markets for dating apps globally. At least 5.8% of the youth have used at least one dating platform as there has been adoption from not just metro cities but also tier 1 and tier 2 cities in India. 

Brand Introduction

Bumble was founded by Whitney Wolfe Herd in 2014. Bumble connects people across dating (Bumble Date), friendship (Bumble For Friends) and professional networking (Bumble Bizz). Bumble is built on the importance of equitable relationships and their importance to a healthy, happy life. 

Summary

Adapting from its global brand positioning, Bumble in India launched its integrated brand campaign ‘Kindness is sexy’ to champion kindness in relationships. In today’s polarised world, the brand tries to demonstrate the power of kind connections and showcase how single Indians have valued acts of kindness such as respect, equal gestures, and vulnerability as the most important markers for desirability and compatibility in relationships. This campaign was anchored by a digital film featuring Bollywood actor, Aditya Roy Kapur and other digital films showcasing real-life Bumble success stories. Bumble leveraged an omnichannel mix to launch this campaign across mainline media channels like OOH and print innovation, followed by digital media, influencer marketing, social, in-app, and press channels. 

Through this campaign, Bumble also drove awareness for one of their latest features, ‘Compliments’ using which daters can share positive comments or compliments on their prospective matches’ profile. 

Objective

The objective of this campaign was to establish awareness of Bumble’s kindness movement and drive the adoption of the Compliments feature as a new way to forge meaningful connections.  

Brief

Per Bumble’s nationwide study, 81% of single Indians consider kindness as the most desirable quality in their partner. Leaning into this insight, Bumble’s brief was to develop a clutter-breaking narrative that flipped the script and spotlighted ‘kindness’ as the key message across channels. 

Creative Idea 

Bumble centred this campaign around the creative platform of ‘Kindness is sexy’ juxtaposing stereotypical codes of sexiness against actions and attitudes that are seen as desirable in the context of modern romance such as equal effort, empathetic gestures, mutual respect, and vulnerability to champion the power of kind connections. This creative platform was brought to life across two key phases: awareness and advocacy building through diverse video, audio and static creatives. 

Challenges

Balancing tonality and nuances in messaging was the biggest challenge of this campaign — from not portraying Bumble in an extremely flippant or sleazy tone of voice with the use of the word ‘sexy’ to showcasing tangible acts of kindness in everyday relationships in the most relatable form.   

Execution 

This campaign was brought to life in two key phases:

Phase 1: Awareness

The first phase of the campaign was building awareness with the brand's digital film featuring Bollywood actor Aditya Roy Kapur.

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Along with a hyperlocal touch by placing OOH in key cities like Mumbai, Delhi, Hyderabad and Kolkata.

This was supplemented with a print innovation in the Times of India.

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Over 14 influencer videos and an in-app kindness challenge drove further adoption of the Compliments feature. 

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Brand partners like Duolingo organically leveraged their OOH creative and created a fun collab reel on Instagram.

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Phase 2 - Success Stories

Consideration and advocacy building by showcasing success stories of real Bumble couples and how acts of kindness played an instrumental role in their relationships. These stories were amplified across digital and social channels. 

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Results

• The digital films received over 1 billion impressions, 700K+ views, 4M+ clicks and counting. The film with Aditya Roy Kapur received an engagement rate of 18.6% within the first four hours of launch on Instagram.
• Brand awareness and favorability increased by 9% during the campaign duration. 
• As part of our multi-pronged press strategy, the brand landed national coverage in publications across India, resulting in 97 stories and 1.4B+ press impressions. 

Paarmi Modi, Marketing Director, India and SEA at Bumble shares, “Bumble’s campaign comes at a time when singles in India are more focused on kindness as a key element of their dating decisions. Kindness is our core value, with our latest campaign 'Kindness is sexy’, our endeavour has been to redefine the idea of attraction and spotlight desirable traits in a relationship. We are thrilled to feature Aditya Roy Kapur alongside heartwarming stories of real life Bumble couples to create awareness around the power of kind connections amongst single daters in India.”

Media Care Brand Solutions, an integrated marketing agency has won the digital marketing mandate for Delhi-based ScoopMan Ice Creams & Café.

As a part of the partnership, Media Care will be responsible for driving the strategy for creative campaigns, content & video creation, social media platforms, influencer marketing and digital ad spends for the ice cream, desserts and café brand and the digital mandate will be handled by agency’s Delhi and Mumbai teams.

Yasin Hamidani, Co-Founder and Director, of Media Care Brand Solutions, said, "We are thrilled to be on-boarded by a vibrant, energetic and popular ice cream, dessert & café brand like ScoopMan. We are looking forward to working with ScoopMan Ice Creams & Café and further scaling up their digital visibility, awareness and activations. Looking at the
current consumer journey, we will need to activate all cogs of content, activation and experience for giving them an integrated digital solution, which will deliver business value to them."

Priya Arora, Founder, of ScoopMan Ice Creams & Cafe, said, "With the shift in audience behaviour and increased digital activities, we aim to occupy higher mind space of the consumers by tapping into the non-linear consumer journey and better targeting that digital has to offer. We are delighted to have Media Care on board as our digital partner. Through its digital presence, ScoopMan has been synonymous with premium fresh ice cream treats, customized desserts, rich thick creamy shakes, and café appetizers. We want to continue offering joy to families and our TG so that ScoopMan Ice Creams& Café resonates as a brand which delivers premium ice creams, customized desserts & appetizers made of superior ingredients. We are confident that Media Care will beef up its digital presence further with its impactful and innovative solutions. We are looking forward to this partnership as we are expanding exponentially across North India and other South regions through our franchise and company-owned outlets."

“At Media Care, our core services are built on the grounds of creating meaningful solutions for our partners. We are delighted to lend our expertise to ScoopMan Ice Creams & Café, a brand that has been born out of passion and love and has been serving up these delights since 2021 in Delhi. The key focus will be to engage with our customers across all sections and age groups. We will leverage our expertise in Integrated Digital Marketing to bring awareness of the brand across the country” said Heemanshu Hemrajani, CEO and Co-Founder of Media Care Brand Solutions.

Gonal Arora, Co-Founder & Director, of ScoopMan Ice Creams & Café, added, “With changing consumer lifestyles and growing appreciation for high-quality products & desire for ice cream flavours, our brand ScoopMan Ice Creams aims to fill a gap in the market for consumers who seek all types of desserts and extraordinary ice cream experience under one roof. ScoopMan Ice Creams embodies the perfect balance of craftsmanship, high-quality ingredients, and delectable flavours.”

CMGalaxy has partnered with Sociowash aiming to enhance performance campaigns and reporting automation for brands.

Partnering with CMGalaxy grants Sociowash access to an array of tools and features, tailored to enhance lead generation, analyze marketing data, and fulfill intelligence needs more efficiently. By automating reporting processes, Sociowash aims to provide real-time insights and analytics, saving time and enabling data-driven decisions. Additionally, with CMGalaxy's cost optimization tools, Sociowash can effectively manage budgets to ensure optimal results for their clients.

Commenting on the association, Dhaval Gupta, MD of CMRSL, the parent company of CMGalaxy, said, “We are thrilled to embark on this journey with Sociowash, a trusted partner known for its innovative approach to integrated advertising. Together, we are committed to revolutionizing performance campaigns and reporting automation, empowering brands to thrive in today's competitive landscape.”

Pranav Agarwal, Co-founder, at Sociowash, said, “At Sociowash, we've always believed in the power of combining creativity, cutting-edge technology, and strategic thinking to add value for our clients. This collaboration strengthens our commitment to innovation and excellence, opening exciting new doors for the success of our partners.”

With the combined strengths of CMGalaxy's marketing automation platform and Sociowash's integrated advertising solutions, brands can look forward to achieving success in their marketing endeavours.

HiveMinds, one of India's digital marketing agencies, part of Madison Group, has announced the appointment of Srinath Kotamaraju as Regional Director, South. A professional with over two decades of experience driving growth and digital transformation, Kotamaraju brings a wealth of expertise in brand marketing, leadership, client management, and process optimization. He will lead delivery excellence and existing business growth for the south-based clients.

Before joining HiveMinds, Kotamaraju was the Managing Director at Reprise Digital, Indonesia. Before which he served at Interactive Avenues for nearly a decade, steering large clients and building teams. He has also held business roles at Mindshare, Yahoo India, De Beers and Times of India.

Kotamaraju states, “HiveMinds’ dedication to fostering a culture where excellence thrives alongside employee well-being resonated deeply with my values. This synergy was the driving force behind my decision to join this dynamic team at HiveMinds. I am eager to start my journey with talented teams to deliver impactful solutions for our clients.”

Jyothirmayee JT, CEO and Founder of HiveMinds, comments, “Srinath's experience in handling integrated accounts and his passion for organisation building make him a valuable addition to our leadership team. His interest in delivering business impact with a deep understanding of the medley across content, communication and media will contribute to HiveMinds' continued upward trajectory.”

Sam Balsara, Chairman of Madison World, commented, “HiveMinds is growing both in size and stature with clients. In this stage of our journey, we need leaders like Srinath to enhance delivery excellence further. With his experience in client management and business growth, I am sure he will add much value to our clients in South India”.

Over the past nine years, Urban Company has evolved through its journey, providing doorstep services to millions of customers. In 2023, with their film, “Chhota Kaam, they started a conversation to bring awareness about respecting all professions -- white, blue or otherwise. The campaign was conceptualised by Talented which captured a service partner's conversation with a young boy during a bathroom cleaning service, highlighting the importance of respect for all types of work. 

This year, Urban Company joined forces with Talented once again with #ChhotiSoch for Women’s Day, taking an intersectional approach to address how society perceives women working blue-collar jobs. 

The film follows the journey of a young masseuse who unpacks the stigma surrounding her profession, first for herself, and then for her family. The film begins with the woman coming home to an angry younger brother. The “bade bhaiyyas” in the building have supposedly ridiculed him because his sister is a massage therapist. She then proceeds to unpack this bias and make him understand the systemic stigma that results in this prejudice. 

Tarun Menon, Director of Brand at Urban Company said, “Our cultural biases colour certain professions in India, and those bleed onto perceptions of Professionals on the Urban Company platform. Each Professional goes through weeks of vocational-skill training conducted by experts and is certified by the NSDC – it’s the reason they’re called Professionals. Despite that, such biases colour their careers. Everyone has the right to work with pride and dignity, and more importantly, to be respected for it. This is true for Professionals on our platform as it is for society at large – work isn't always just work, for some, it’s their life’s work.” 

Binaifer Dulani and Leena Gupta, Creatives at Talented said, “The mainstream media portrayal of massages are shrouded in pervasive secrecy and indentured servitude on the back of sexually coloured undertones. A masseuse is an expert in the science of body relaxation, but her technical craft and expertise are completely disregarded in media portrayals of the vocation, and society at large. The same, however, is not true for physiotherapists who also engage in touch-based wellness. We translated the lived experiences of hundreds of UC Spa Pros to develop our plot, and our creative decisions were guided by ethnographers, fieldwork researchers, and academicians in gender, Garvi Dhar and Dr. Papori Bora. The UC Spa Professional doesn’t just create equity for all masseuses, but all working women whose success is often credited to everything but their hard work and expertise.” 

Kopal Naithani, Founder and Director at Superfly Films said, “For long, Women’s Day ads have followed the same formula: first show an imperfect world that inflicts injustice on women, then show an empowered woman who stands up for herself and makes it a perfect world. But this is unsustainable in the real world. Women’s fight for gender equality shouldn’t be such a lonely fight. The need of the hour is not only raising strong women- it is also raising men to be secure allies to those strong women. Young boys need to grow up to become men who actively advocate for women, or else, in 2054 we will still be making ads about empowered, but unsupported women who are struggling for equality in silos.”

Instagram has announced several new DM features to help users better connect with friends, express themselves, and organize their inboxes. A few of them are as follows:-

1) Edit your messages:-

• You can now modify messages up to 15 minutes after sending, whether it’s a typo or something that just doesn’t sound right. 
• Holding down on the sent message while selecting "edit" from the drop-down menu will allow them to make the changes.

2) Pin Chats to the Top of the Inbox:- 

• Up to three groups or 1:1 chats will soon be pinned for quick access, whether they are one's closest friends, family, or just chats they want at the top of their inbox.
• To make a chat the top chat in their inbox, users can swipe left on it or tap and hold on it. Next, press "pin." They can also choose to unpin a thread at any time.

3) Toggle Read Receipts in DMs

Read receipts conveniently let others know you’ve read their message. Users can now choose to turn read receipts on or off, for all of their chats or specific ones. 

To turn it on or off for all chats:

• Go to account settings
• Tap Messages and story replies
• Tap Show read receipts
• Toggle read receipts on or off for all chats

4) Save Your Favorite Stickers and Upgrade Your Replies

• Users can now save their favourite stickers in DMs for easy access. They can press and hold on the sticker you want to save and they will find them at the top the next time they go to stickers. 
• Additionally, stickers, GIFs, videos, photos and voice messages are available on replying to a message. Users can simply press and hold on to the message they want to reply to, select reply, and they can see options.

5) Personalize Your Chats With More Themes

• Users can set the mood for their chat using themes. Whether it’s planning for a get-together or some fun banter with friends, there’s a theme for that. 
• To change the theme for a chat, tap the chat name up top, go into themes, and pick one of the themes available. 

In the not-so-distant past, only celebrities held sway over our purchasing decisions, and their endorsements carried significant weight in the eyes of consumers. Brands vied to secure partnerships with these iconic figures due to the influence they wielded over their fan bases. However, with the booming creator economy and with over 303 million independent content creators and influencers, they have emerged as the linchpins of the modern digital ecosystem.

These influencers are now shaping what we buy. In fact, a survey by LetsInfluence found that 57% of consumers are more likely to buy something if an influencer recommends it rather than a celebrity.

However, before understanding the nuances of influencer marketing it is important to understand who is a creator and who is an influencer. Although these terms are frequently used interchangeably, are they truly synonymous? We spoke to experts in the industry to understand what defines a creator versus an influencer.

Let’s crack the creator code

Ramya Ramachandran, Founder and CEO, Whoppl describes a content creator as someone who focuses on producing various forms of content, such as videos, blogs, social media posts, etc., which may or may not influence others.

Ankush Bahuguna, Digital Creator, said, “Anybody who creates content is a creator, but lately, the lines have been very blurred—it almost feels like everything you put out on a public profile in social media could pass off as a piece of content now.”

Further explaining the metrics, he said that what establishes one as a creator is not just the virality of their reel or post but repeatedly innovating and creating something people want to watch.

Another Digital Creator, Dhiraj Sanap believes that there is no clear definition for a creator. He said, “Anyone who is creating something new, something creative, can be a creator. Followers don’t really matter.” 

In simple terms, a content creator is anyone who creates content. But what about influencers? Is an influencer someone who influences their followers?

When does a creator become an influencer?

Every influencer has a journey, and it usually begins with being a content creator. Whether it's posting pictures on Instagram, making videos on YouTube, or writing blogs, they all began by sharing something they were passionate about.

Initially, influencers might not have had a large following or the ability to influence others. But as they continued to create and share their content, they started to attract attention. People began to resonate with their posts, engage with their videos, and follow their journey.

Preety Singh, Co-Founder and Managing Director of Boomlet Group believes creators and influencers are different but connected. 

Singh said, “A creator becomes an influencer when their content generates a significant impact, attracting an audience that is influenced by their opinions, recommendations, or actions.”

Similarly, Sanap believes that a creator becomes an influencer when people start following their trends and lifestyle. 

Influencers have naturally evolved over time, as their audience grew and their ability to create compelling content that resonated with their audience led to brands wanting to collaborate with them. Through partnerships and sponsored content, influencers started to leverage their platform to influence the purchasing decisions of their followers.

Ramachandran said, “An influencer is someone who has the power to affect the purchasing decisions of others because of their authority, knowledge, position, or relationship with their audience.” 

Similarly, Bahuguna emphasised on this symbiotic relationship between influence and brand recognition when delineating the criteria for identifying influencers.

Technically, you’re an influencer when brands see value in you and if brands want to invest money in you to expand their customer base or to associate with you. 

-Ankush Bahuguna

Adding to this, Singh highlighted that a creator is primarily concerned with producing original content or creations, while an influencer strategically weaves brand narratives into their tapestry. 

When creators collaborate with brands, they can be called influencers, crafting content that not only resonates with their essence but aligns with the brand identity. 

-Preety Singh

To be or not to be

A study conducted at Influencer News found that 85 percent of social media content creators preferred the title creator over the influencer.

Bahuguna feels this is because ‘influencer’ is a very loosely used term and often in a condescending way, because ‘aajkal toh har koi influencer ban raha hai’. 

He said, “The word is often used by the public to refer to people they think don’t do any real work. It’s how people look at other people shooting reels on the streets and laugh. A lot of people find ‘creator' to be a better title that way because it makes you look more artsy.”

He further highlighted that there are also so many influencers selling their audiences every product under the sun, so people might get irritated when that’s all they see on their feeds. 

Another perspective is that we essentially are creators first, influencers later. We become influencers as a result of being creators. I personally think influencer is a great title. It means brands see merit in working with you.

-Ankush Bahuguna

Bottom line is that comparing influencers and creators is like comparing spheres and circles, it becomes evident that while all influencers are creators, not all creators assume the role of influencers. 

Every influencer engages in the content creation to endorse products, services, or brands, leveraging their platform to influence consumer behaviour. However, the inverse is not universally true as not every creator aims to promote brands or generate income through their content. 

So, next time you see someone online talking about a product, remember – they might be more than just a creator, they could be an influencer shaping what you buy.

Bacardi India Private Limited has appointed Mahesh Kanchan as the company's new Marketing Director, Bacardi India and Neighboring Countries. With experience in leadership roles where he drove marketing for international brands across categories in South Asia, he will now spearhead marketing strategies for Bacardi’s portfolio of brands across India and surrounding markets, from the company’s office in Gurgaon.

Kanchan has built a career spanning over two decades, with expertise in growing brands through execution, and steering companies towards profitable growth. Previously serving as the CEO of Del Monte Foods India, he played a key role in transforming Del Monte Foods’ market strategies to boost brand profitability and long-term growth.

Prior to his tenure at Del Monte, Kanchan led marketing efforts in the Indian alcobev sector in his role as Vice President – Marketing and Revenue Growth Management at Carlsberg India. Preceding this, he also helped shape Hershey India’s innovation blueprint and approach to growth as Vice President – Marketing and Sales; and led multiple verticals within Sales and Marketing during his time at Unilever India as Regional Marketing Director - South Asia, driving consistent growth for brands like Kissan & Knorr (in India), Blue Band & Flora (Pakistan) and Astra, Flora & Marmite (Sri Lanka).

"We are thrilled to have Mr. Mahesh Kanchan join Bacardi India’s leadership team," said Vinay Golikeri, Managing Director, Bacardi India and Neighboring Countries. "His strategic expertise and proven ability to drive brand growth align with Bacardi's vision for the Indian market. With India’s alcobev market continuing to grow into one of the largest globally across categories, we will look to his expertise and guidance to lead our strategic marketing in a direction that meaningfully connects and resonates with our audiences across the country."

Commenting on his newly appointed role, Kanchan says, “I am thrilled to embrace the opportunity to enhance both the established and new age brands within the Bacardi portfolio across India and neighbouring markets. I look forward to amplifying Bacardi’s consumer-first marketing efforts to bring fresh and meaningful experiences that resonate with our audiences and drive meaningful growth to continue elevating our brand presence.”

MMA Global India and Publicis Commerce recently launched their report ‘D2C Advantage – Guide to Maximise ROI Of E-Commerce Investments’ with leaders from various corporations in attendance, in addition to the Publicis Commerce and MMA Global India leadership team.

This toolkit is the first of its kind with rich reference material for the C-suite and Brand Leaders on making D2C ventures a success by investing in sound strategies and having a clear value proposition, taking into consideration and capabilities required for profitability. 

The two companies launched the toolkit in Mumbai on March 5, amidst a full house. The event kicked off with a welcome address by Moneka Khurana, Country Head and Board Member, of MMA Global India, followed by a keynote address by Anupriya Acharya, CEO of Publicis Groupe, South Asia who was joined by Lalatendu Das, CEO, of Performics India, which is part of Publicis Commerce India. The toolkit launch followed shortly after.

The toolkit consisted of a joint survey conducted which reveals that >80% of D2C ventures are yet to achieve profitability, citing high customer acquisition costs, operational complexities, and unclear returns on investment as primary obstacles. The top three key challenges in scaling D2C businesses in India are namely high customer acquisition cost (70% of respondents), operational complexities (20% of respondents) and unclear ROI (10% of respondents.) Moreover, while many traditional businesses have ventured into D2C, standalone D2C revenue remains modest, comprising less than 5% of overall e-commerce revenue for 50% of respondents. 

However, businesses that have seen success with D2C have done it primarily through clarity of proposition, developing consumer insights through data enrichment and utilisation and analytics and reporting, augmenting the consumer share of mind through unique and compelling shopping experiences, the right media and engagement and innovating on product UI/UX. While the path to profitability of D2C business is quite challenging when viewed independently, the true value of D2C investment is unlocked when insights from D2C businesses are connected to the overall e-commerce business. In a conservative estimate, when done right, D2C businesses have the potential to deliver 8%+ operating margin consistently. 

D2C channels provide the best way to capture first-party consumer data as seen in the survey findings. When done right, first-party data has the potential to deliver ~4%+ lift in overall D2C revenue. Therefore, D2C brands must have a structured roadmap to collect, manage and use first-party data in scaling their D2C business.

Anupriya Acharya, South Asia CEO, of Publicis Groupe said, “D2C enables real, direct, and very personal connections with consumers, driving brand loyalty and long-term relationships. The overall ecommerce landscape is evolving at rapid speed and within that, D2C channels are a goldmine opportunity for companies to better manage the way they sell to consumers, comprehend consumer interests and preferences through valuable data and insights, bring in strong differentiators and innovation and personalised commerce experiences. Our toolkit D2C Advantage X – Guide to Maximise ROI Of E-Commerce comes at an apt time when D2C is at an inflection point in India and more companies are looking for direction and differentiated strategies when it comes to leveraging their D2C commerce channels. The insights in our survey will help more companies make the most of the D2C opportunity, building market share and enduring relationships with consumers.”

Moneka Khurana, Country Head & Board Member, of MMA Global India said “MMA Global India through its e-Commerce Council aims to build an overall understanding of the eCommerce play in which D2C is integral to omnichannel strategy. Building a strong D2C platform feeds into enabling insights/learnings for decision-making for the larger eCommerce market. We hope this playbook will redefine the significance of D2C in the eCommerce landscape more than ever before. As we prepare for a cookie-less journey this year, investing in D2C is the most potent way to build first-party data for effective marketing. D2C is here for the long haul and will propel hyper-growth, brand building, and opportunities to drive content-driven commerce.”

Lalatendu Das, CEO, of Performics India & part of Publicis Commerce India said, “A significant part of the e-commerce funding in India goes to D2C businesses, overtaking marketplaces as the most funded ecommerce subsector in 2023. In fact, even brick-and-mortar businesses are now launching D2C channels as part of their omni-channel strategy. However, D2C is an area which is still underleveraged because >80% of D2C ventures as per our survey are yet to achieve profitability. Our toolkit D2C Advantage X – Guide to Maximise ROI Of E-Commerce Investments has the best of knowledge and actionable strategies on D2C. It gives a clear understanding of why some companies can implement successful D2C businesses while others are on a slower trajectory. D2C, which is a faster way to go to the market needs to be part of a company’s longer-term play, strategy, and vision and to be successful, companies must implement the sort of thinking, investment, and agility in execution that is required for an omnichannel world.”

You can read the full report below.

Humans are 22 times more likely to remember stories than facts or figures alone, according to social researchers*. Arguably, this is more evident in the advertising world than in any other realm of business. How?

Well, customers who are emotionally connected to a brand provide a 306% higher lifetime value*. As advertisers in a world dictated by social media where average attention spans have gone down to just a few seconds, this insight is crucial to reaching out to consumers (and potential buyers) with your brand story.

However, in a dynamic world where trends come and go at the speed of a scroll, brands often find themselves grappling with dry spells in engagement. It's such challenging periods that make most brands constantly re-evaluate and reinvent their strategy to keep up with the competition.

To tide over this torpidity, you must navigate social media with an interesting mix of the latest trends and timeless principles. Here's how:

Your Brand, Your Story

At the heart of any successful brand, lies its story. Endorsing and (often) reinforcing your brand's narrative can breathe new life into your social media strategy. Reach out to your audience with your Unique Selling Propositions (USPs) and your brand's Reasons to Believe (RTBs) in a way that resonates with your audience. This way, your narrative will become more than just a fleeting trend, leaving a lasting impression.

Stay True To Core Sentiments

In chasing relevance, it's easy to lose sight of your brand's core sentiments. However, it is no surprise that the most successful brands are those that stay true to their principles. While changing with times is essential, it's equally crucial not to compromise on your brand's fundamentals. Authenticity not only resonates with consumers but also fosters trust and loyalty.

Influencing Through Influencers

Believe it or not, the most powerful storytellers in this digital age are social media influencers. They are the face and voice of their millions of followers. Collaborating with influencers who align with your brand values can be more cost-effective than any celebrity endorsement. These influencers build a bridge between your brand story and their engaged followers, who come from various age and social groups. This creates a personal connection that transcends traditional advertising.

Short Videos, Lasting Impact

As mentioned earlier, the attention span of the audience has narrowed to a few seconds as these are the times of reels and memes, which are dime a dozen. Yet, this short-format video content has become a cornerstone of successful social media strategies. Not only do these videos engage the audience in no time but also spread like wildfire on social media. In fact, an engaging meme your brand creates might reap you more rewards than any other advertisement you have ever made.

Back To Basics

Getting back to the basics occasionally is never a bad idea. While trends come and go, consistency is the key to maintaining a robust brand presence, especially during dry spells. Contests, giveaways, and promotions not only provide value to your brand but also encourage active audience participation. Such regular and steady engagement ensures that your brand stays in the spotlight, even in the absence of major trends.

KYC -- Know Your Customers

What is a brand without its customers? No matter how many strategies you try or reels you make, if your customer isn’t well-engaged with your brand or doesn’t feel well-connected, there is hardly anything you can do to make them keep coming back. Such engagement is not just about likes and shares, it’s about a truly immersive brand experience. Providing opportunities for consumers to directly experience your product not only fosters a sense of community but also turns passive followers into active participants.

Transparency Is Key

Consumers crave authenticity. No matter how big a brand you have built, you got to showcase your product in direct consumption for the new-age customers. Whether through behind-the-scenes glimpses, unboxing videos, or user-generated content, revealing the essence of your brand builds trust. Such authenticity is a powerful tool to set your brand apart from the noise of fleeting trends. After all, there is no secret sauce to navigating dry spells on social media, only finding a balance between timeless authenticity and strategic adaptation. Remember, in the world of social media, timeless stories are the ones that leave a lasting imprint in the hearts of your audience.

This article is penned by Amrita Sharma, Co-Founder & Director, Mixed Route Juice.

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

iCubesWire, a unified ML-driven Ad Platform, has elevated Amit Kumar as the Director of Web Performance. Following a nine-year promising tenure at iCubesWire, Kumar has risen through the ranks, demonstrating his expertise and valuable contribution to the company's performance business.

Becoming an integral part of the leadership team, Kumar will be at the helm of managing audience engagement, visibility and conversions for brands using the platform's Ad Platform. He has 11 years of experience in performance marketing and has served clients across various categories within this industry.

Commenting on the elevation, Sahil Chopra, Founder and CEO, of iCubesWire, says, "Amit has played a pivotal role in contributing to the performance business at iCubesWire. We’re thrilled to hand over a new and exciting role to him and are confident he’ll pave the way for opportunities for expansion and development."

Commenting on the elevation, Aditya Singh, Co-Founder and COO, of iCubesWire, says, "With the wealth of knowledge and experience Amit brings to the table, we’re confident he will keep uplifting the team and continue to push the envelope."

Commenting on the elevation, Amit Kumar, Director - of Web Performance, at iCubesWire, says, "I’m looking forward to taking up the new role and beginning a new chapter at iCubesWire. We’re geared up for some exciting changes in furthering our growth in the performance sector. As the newly appointed Director of Web Acquisitions, my core focus will be on unlocking the full potential of iCubesWire’s Ad Platform to assist our clients more efficiently than ever."

India has entered the global AI discussion with advice that mandates tech companies obtain government approval before releasing new models. The alert was sent to businesses on March 1, Friday by India's Ministry of Electronics and IT. 

India's IT Deputy Minister Rajeev Chandrasekhar claims the notice is "signalling that this is the future of regulation," despite the ministry's admission that the advice is not legally obligatory. "We are doing it as an advisory today, and we are asking you to comply with it," he continues.

This comes after Google's AI platform, Gemini, generated controversial responses to queries about Prime Minister Modi.

In its advice, the ministry references the authority bestowed upon it by the IT Act of 2000 and the IT Rules of 2021. It requests "immediate effect" compliance and requires tech companies to provide the government with an "Action Taken-cum-Status Report" in a timeframe of fifteen days.

The new guidance represents a shift from India's prior hands-off approach to AI regulation. It also requires tech businesses to "appropriately" label the "possible and inherent fallibility or unreliability" of the output their AI models generate. The ministry rejected attempts to control the rise of AI less than a year ago, citing the industry's criticality to India's geopolitical objectives.

The new guidance has alarmed a lot of Indian startups and venture capitalists, who think the country's ability to compete in the global market will be hampered.

The advisory added that non-compliance to the provisions of the IT Act and IT Rules would result in potential penal consequences to the platforms or users if identified.