Week at a glance: Focus East Advertising; IPL juggernaut; ZEE rejig; AI law proposed

Rivals this year, formidable duo in 2025 - JioCinema & Star’s combined IPL potential

The Indian Premier League has been capturing a major share of the digital viewership in the last few years, even as TV viewership has remained strong. However, in the 2024 edition of the tournament, the opening day of IPL 2024 saw a 51% jump in viewership on Viacom18-owned JioCinema, garnering more than 111 million viewers. Meanwhile, Disney Star reported the highest-ever TV viewership of 168 million on Star Sports channels.

Cracking the Code: How savvy brands are winning big with IPL advertising

How do brands guarantee that their investments translate into substantial returns? It is pertinent to delve into the intricacies of brand sponsorship within the IPL ecosystem, scrutinizing the strategies and metrics employed by astute marketers to measure return on investment (ROI) and discern the comparative efficacy of IPL advertising against other marketing channels. From innovative tactics to nuanced analytics, we unravel the blueprint for success in the high-stakes arena of IPL sponsorships.

In AI era, PR companies must undergo a metamorphosis to stay relevant: Ameer Ismail

In an exclusive interaction with Adgully, Ameer Ismail, President, Lintas Live, Mullen Lowe Lintas, delves into the critical transformations that PR companies must undergo in the era of AI, he also emphasises on data-driven strategies for measuring campaign success, as well as how Lintas Live harnesses this approach to craft impactful PR campaigns for clients globally, highlighting the network’s capabilities in navigating diverse regions.

In-depth Part 1: The changing face of Advertising in East and North-East markets

In this three-part In-Depth series, Adgully speaks to leading industry names to decipher the East and North East markets, how advertising has evolved in these markets, the key trends dominating these markets, how brands engage with their consumers, and much more.

In-depth Part 2: How Digital is transforming ad landscape in the East and adding scale

From being a largely safe and traditional market, East has moved towards a huge transformation of adoption of latest media trends to elevate their marketing quotient. Not just large corporates, but even homegrown, owner-driven companies have seen a significant shift in the adoption of digital as part of their regular branding campaigns. All this, without losing out to the distinct linguistic and cultural nuances of the markets.

In-depth Part 3: Identifying the key performance indicators of boom in East markets

The East and North-East have a thriving ecosystem of their own – rich culture, tradition, lifestyle, language, consumer trends, content consumption, buying behaviour and more. The advertising industry here has evolved to embrace the diversity of this region and has been formulating a highly hyper-local strategy, perhaps long before national brands caught on to this strategy.

In-depth: Analysing ad spends trends in the East markets - Growth Vs challenges

The ad spend growth in the East has been impressive, with digital advertising leading the charge. According to recent reports by Madison, GroupM, and FICCI EY, the advertising industry in regions like India has seen double-digit growth in 2023, with digital ad spending growing by over 30%. This growth is driven by several factors, including increased internet penetration, the proliferation of smartphones, and the booming e-commerce sector.

Punit Goenka’s ZEE restructure plan includes reducing workforce by 15%

ZEE Entertainment Enterprises Ltd’s MD & CEO, Punit Goenka, has proposed the implementation of a lean and streamlined management structure to the Board, in line with his strategic plan focused towards achieving the targeted goals for the Company.

Govt planning new AI law to protect rights of news publishers: Report

The government is planning to formulate a new AI law to protect the rights of news publishers and content creators, as well as reducing harm to users, as per a media report. The new AI law could either be an independent legislation or part of the Digital India Bill, which is set to replace the 24-year-old Information Technology Act, 2000.

TRAI releases Consultation Paper on formulation of NBP 2024

TRAI has released a Consultation Paper on ‘Inputs for formulation of National Broadcasting Policy-2024’. The Consultation Paper raises questions on the policy and regulatory measures and the strategies to be adopted for increasing the contribution to the economy through universal reach, fostering innovation with focus on R&D, facilitating job creation, skill development and start-up promotion.

The case of Ed Tech sector’s steep fall in IPL advertising

Facing severe economic challenges, shifting market dynamics and funds crunch, the Ed Tech sector has been drastically cutting down on its advertising spends. Among the leading ad spenders at the Indian Premier League around two years ago, the Ed Tech sector has had almost nil presence in the tournament in 2023 and now in 2024 as well.

TRAI intervenes in tariff hike tussle between DPOs and pay-TV broadcasters

There is growing tussle between distribution platform operators (DPOs) and pay-TV broadcasters over the former complying with the tariff rate hikes. As per industry sources, pay-TV broadcasters are mulling over switching off signals to DPOs in case they fail to comply with the tariff hikes.

How KONE India is elevating innovation and reliability in vertical transportation sector

In conversation with Adgully, Amit Gossain, Managing Director, KONE India, shares more about the company’s achievement in installing the world’s largest passenger elevator at the Jio World Centre, Mumbai; the company’s commitment to innovation; demand for elevators in India; expansion in the escalator manufacturing business, and more.

Yogesh Tewari on marrying Too Yumm!’s innovative prowess with Disney magic

Guiltfree Industries’ snack brand, Too Yumm!, has teamed up with Disney to introduce a selection of nutritious snacks. In an exclusive interaction with Adgully, Yogesh Tewari, Vice President – Marketing, Guiltfree Industries Ltd, sheds light on the inspiration behind this collaboration and the mutual benefits it brings.

VFX will become a standard arm for content creators to tell a story: Rahul Kumar Tewary

Producer Rahul Kumar Tewary recently launched his new show, ‘Udne Ki Aasha’. This is his first independent project under his own banner, Rahul Tewary Productions. In an exclusive conversation with Adgully, Rahul Kumar Tewary speaks about his journey in the television industry, increasing use and importance of VFX in television shows, and more.

How a distinctive sonic identity added depth and resonance to L&T Finance’s narrative

In conversation with Adgully, Kavita Jagtiani, Chief Marketing Officer, L&T Finance, speaks about the company’s performance in FY24, L & T Finance has made instrumental progress towards the enhancement of market presence and brand perceptibility. An important rebranding strategy has been the shift from L & T Financial Services to L & T Finance. It thoughtfully implemented IMC campaigns for elevating product awareness and brand reverberance across the nation.

Having diversity is building an ecosystem of continuous innovation: Tiny Sengupta

In an exclusive interaction with Adgully, Tiny Sengupta, Business Unit Director, Vision Care India, Johnson & Johnson, speaks about the unique perspectives she brings to the table as a woman leader, navigating and overcoming challenges, fighting stereotypes, leadership roles in traditionally male-dominated industries, emotional intelligence, maintaining a successful work-life balance, fostering a culture of diversity and inclusion, and more.