Week at a glance: Next phase of OTT growth; Talent crunch in PR; Reliance-Disney merger

Dear friends,

After hectic festive season overdrive, the industry settled down to return to its usual momentum, as brands and agencies took stock of the real returns of all their marketing strategies to increase engagement, reach and sales during the festive season.

Decoding the next phase of OTT’s growth in India as digital renaissance continues

As this digital renaissance unfolds, OTT platforms are not just catering to global tastes, but are also delving deep into the heart of regional storytelling, capturing the unique flavours of diverse cultures and languages.

Effective pricing strategies for OTT - Balancing free, AVOD, paid tiers

To attract and retain subscribers, OTT platforms are employing pricing models that balance accessibility, value, and flexibility. Tiered pricing, from basic ad-supported plans to premium ad-free experiences, allows platforms to cater to various income groups and viewing preferences.

Evolution of viewership on OTT platforms: Shifting from niche to necessity

Over the past few years, the perception of OTT platforms has evolved from secondary entertainment options to primary sources of content for a vast and diverse audience.

Reliance-Disney merger

European Commission gives its approval to Reliance-Disney merger

The European Commission has given its go ahead stating that this deal will not raise competition issues in the European economic area, given the limited exposure of these companies within these markets.

Q&A: Josy Paul

Consumers are looking for connections rooted in their OG value systems: Josy Paul

In conversation with Adgully, Josy Paul, Chairman, BBDO, shares his observations on the campaign strategies seen this year during the festive season, how BBDO created a stronger connect between brands and consumers this year, the standout campaigns that BBDO has created this year.

Athleisure market

How Tier 2 and Tier 3 cities are driving high growth in athleisure market in India

Adgully takes a look at how athleisure brands are navigating new markets, leveraging influencers, and integrating technology to cater to both younger and older audiences.

Wearable tech market

Innovation, premiumisation, marketing push powering wearable tech market in India

The wearable tech and devices market in India has been growing in approximately double digits since 2017. In the first quarter of 2024, this market has registered a growth of nearly 2.1% as per industry sources.

Q&A: Ruchika Malhan Varma, Future Generali India Insurance

We don’t shy away from bold campaigns that push boundaries: Ruchika Malhan Varma

In this insightful Ag Talk interaction with Adgully, Ruchika Malhan Varma, Chief Marketing, Customer and Impact Officer, Future Generali India Insurance, reveals FGII’s journey of blending digital innovation with a human touch, creating customer experiences that go beyond standard transactions.

Talent crunch in PR

Addressing the talent crunch in the PR industry: Key Challenges and Solutions

The PR industry is currently facing a significant talent crunch, exacerbated by the evolving demands of the communications landscape. As the need for innovative strategies, digital integration, and agility rises, the challenge of finding and retaining the right talent becomes even more pressing.

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Until next week...

Shanta Saikia

Editor

Adgully

Also Read: Ad Spotlight: This Week’s Most Innovative Campaigns You Can’t Miss!