IPL 17 ads on TV up 15 percent as new categories and brands join the game

Sachin Tendulkar and Ageas Federal Life Insurance challenge conventional notions of financial planning

Swiggy Instamart to sell Star Wars and Harry Potter merchandise; Brings movie merch to quick commerce

Head-to-head: Caresmith takes a jab at Bombay Shaving Company's viral campaign

Raymond re-appoints Gautam Singhania as MD amidst high-profile divorce fight

Paytm's president and COO Bhavesh Gupta steps down

Representational image via Unsplash

Zee-Sony merger saga ends: Timeline of the failed merger

Why are Indian brands advertising in NYC's Times Square?

What Herman Melville’s Moby-Dick teaches us about leadership

Advertising is in the position where tobacco was: IPG's Arun Kumar 

Biz Moves: Interactive Avenues, Verve Media, Foxymoron and Grapes

There is an opportunity for building a better agency, not just a different one: Manja's Prajato Guha

Is LinkedIn emerging as a bigger threat than Threads for X?

Total broadband subscribers increase from 916.77 to 924.07 million in a month

Total broadband subscribers in India increase from 916.77 to 924.07 million in a month

Indian market has unexplored opportunities: Warren Buffett

CXO Moves: Exec movements across WPP, Ola Cabs, Havas India, Unilever and others

Piyush Pandey

Adtech regulation a priority for Modi govt in third term: MoS Rajeev Chandrasekhar

Credibility of news and platforms are as important as monetisation challenges: Anurag Thakur

HUL: Meet the leaders who have emerged from "The CEO Factory"

Punit Goenka addresses Zee employees; ensures no layoffs due to failed merger

Disney's strategic sale to Viacom18 set to boost market share to 40 percent

The Leader's Edge: Storyboard18 in conversation with leaders, decision makers and disruptors

Nobody’s Perfect Retro Porsche Ad

In Conversation With Raja Rajamannar, Mastercard

Shahid Kapoor And Varun Ganjoo Speaks On PokerBaazi's Campaign

In conversation with IHCL’s Puneet Chhatwal & GroupM’s Kate Scott-Dawkins

Why are brands including e-sports in their sports marketing itinerary?

Storyboard18 x The English Nut: How to pronounce these 10 brand names

Experts' Take On Reinvention Of Ad Campaigns Through Technology

Experts Speak On Key Emerging Trends In Cannes Lions Entries

Leaders of the future have to be outstanding human beings: Nestle MD

In conversation with VMLY&R’s Hari Ramanathan

Myntra Jabong, the wholesale entity of ‘Myntra has announced Bollywood actor, Ayushmann Khurrana, as the brand ambassador for renowned global lifestyle brand, Nautica in India. Khurrana will spearhead the brand's latest Spring Summer collection campaign which will be visible across regions nationally. 


Nautica is available in physical stores and online on Myntra and Flipkart.

 
With Khurrana as the face of the campaign, Nautica aims to tap into the actor’s popularity and build deeper salience with premium fashionistas nationwide, stated the company.

 
The ad campaign highlights Nautica's latest season's collection, with Khurrana's visual montage emphasising the ease and style of a Nautica man. The campaign is being launched nationally across mediums, including, print, outdoor, social media and leading digital platforms. The Spring Summer collection is aimed at men between the ages of 22-60.


<strong>Read More:</strong> <a href="https://www.storyboard18.com/quantum-brief/amazon-vs-myntra-who-will-win-over-more-gen-z-shoppers-in-india-8247.htm">Amazon vs Myntra: Who will win over more Gen Z shoppers in India?</a> 

Nautica India ropes in Ayushmann Khurrana for Nautica India to launch SS-24 campaign

The ad campaign highlights Nautica's latest season's collection, with Ayushmann Khurrana's visual montage emphasising the ease and style of a Nautica man.

Ultra Media & Entertainment Group has announced a significant investment of Rs 500 crore to fuel its growth and expand its content portfolio. This strategic move will support the launch of two new over-the-top (OTT) platforms, Ultra Play and Ultra Gaane, while also bolstering its existing Marathi platform, Ultra Jhakaas.

The Rs 500 crore investment will be allocated as follows: Rs 250 crore for content acquisition to ensure a diverse and robust library across all platforms, Rs 200 crore for the production of new content, and Rs 50 crore for marketing and technological advancements.

With the launch of Ultra Play and Ultra Gaane, the group aims to offer audiences an unparalleled digital experience by preserving the legacy of Hindi cinema and music while also providing fresh, original content. Ultra Play is India's first OTT platform dedicated to Hindi film classics, featuring over 2,000 films from renowned directors like Guru Dutt, Raj Kapoor, and Shakti Samanta.

The company has demonstrated consistent growth, with revenue increasing by approximately 25% in both 2021-22 and 2022-23, followed by a 35% expansion in 2023-24. With a current growth rate of 40% and expectations to reach 50% by the end of FY 2024-25, Ultra is targeting a revenue of over Rs 200 crore for the upcoming fiscal year.

Ultra Media launches two new OTT platforms, targets Rs 500 crore investment

X faces a significant challenge as advertisers increasingly plan to cut spending on the platform due to concerns about extreme content. A Kantar survey found a net 26% of marketers intend to decrease spending on X in 2025, the largest pullback from any major global ad platform. Only 4% of marketers believe X ads offer "brand safety," compared to 39% for Google ads.

Advertisers have been moving away from X for years, and a turnaround seems unlikely. Kantar's Gonca Bubani noted that X's unpredictability and lack of consistent content moderation make it difficult to ensure brand safety. Despite Musk's charm offensive at Cannes Lions, his efforts to woo advertisers have been short-lived.

X has faced significant backlash from advertisers due to its lax content moderation and Musk's own controversial statements. Several major brands, including IBM, Disney, and Paramount, halted ad spending on the platform over concerns about antisemitism and hate speech.

Kantar's report, based on interviews with 1,000 senior marketers and 18,000 consumers, found that X ranks outside the top 10 brands for trust and innovative advertising. YouTube remains the preferred ad platform for marketers, while Amazon and TikTok share the top spot for consumers.

Brazil's recent decision to block X over Musk's refusal to appoint a new legal representative further highlights the challenges faced by the platform. The move escalated a feud over free speech and misinformation, demonstrating the growing concerns about X's content moderation policies.

Advertisers abandon X over extreme content

In an unconventional twist on employee benefits, Whiteline Group, a marketing firm in Thailand, has launched a new perk called "Tinder leave," granting paid time off for employees to explore romantic opportunities. Announced in August via a LinkedIn post, this initiative is designed to support staff in achieving a healthier work-life balance by fostering personal connections.

Starting from July 2024, employees who have passed their probation period can avail themselves of this unique benefit. The company's generous offer includes six months of free access to Tinder Platinum or Tinder Gold, premium versions of the popular dating app that provide enhanced features to boost users' chances of finding a match.

The policy stipulates that employees must notify HR one week in advance to use the dating leave.

This benefit is temporarily available to staff who joined between July 9 and December 31, 2024. Whiteline Group employs around 200 people at its office in Bangkok, where the initiative was unveiled during a lively company event aimed at creating an engaging and supportive work environment.

"This move is about more than just adding perks; it's about recognizing the personal lives of our employees as a vital aspect of their overall wellbeing," explained an HR representative from Whiteline Group. 

The introduction of "Tinder Leave" comes at a time when dating apps are facing increased scrutiny. Critics argue that platforms like Tinder and Hinge, owned by Match Group, are designed to keep users engaged in endless swiping rather than fostering genuine personal connections.

This has led to a class-action lawsuit against Match Group, which the company has labeled as "ridiculous," defending its model by asserting that it successfully facilitates romantic connections daily.

Whiteline Group introduces "Tinder Leave" for employees seeking love

Godrej Consumer Products Limited (GCPL) is pioneering a new approach in advertising by seeking public input on their latest GoodKnight advertisement. 

Under the leadership of CEO Sudhir Sitapati, the company is deliberating between two distinct creative directions for their flagship product, the GoodKnight Liquid Vapouriser, now enhanced with the novel molecule Renoflutheric (RNF), as posted by Sitapati in a LinkedIn post.

This molecule, crafted by leading scientists Venkateswara Rao Yadlapalli and Dr. Reena Bibals, promises to be twice as effective as the conventional Transflutherin (TFT) use in similar products.

This significant improvement is described by the team as a "once-in-a-decade" innovation, potentially setting new benchmarks in the pest control industry.

The marketing strategy, conceptualized by Chirag Kishan and Rohit Vengurlekar, highlights the unique benefit of the product: "Works for 2 hours even after it is switched off." Meanwhile, Gaurav Kumar of GCPL's in-house creative lab, Lightbox, proposed a meta-ad theme titled "What happens when the lights go off," featuring an ad within an ad.

To bring the concepts to life, renowned director Vinil Mathew has created two versions of the advertsiement. The first film adopts a fun, irreverent tone, which raises questions about its alignment with the product's serious innovation promise. The second film opts for a straightforward approach, clearly communicating the product's benefits.

Sitapati has taken to social media to engage consumers directly, asking for their feedback on which ad makes a stronger case for the product and should ultimately be broadcasted.

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GCPL boss Sudhir Sitapati crowdsources views on which GoodKnight ad to run

Swiggy in its annual report for FY23-24 reported that they have reduced spending on marketing and promotion compared to last year. The Bengaluru based company spent Rs 1,581 crore in FY24 as compared to Rs 2,501 crore last year. The food aggregator app also reported that a former junior employee embezzled Rs 33 crore over a period of time. 

The company asked an “external team” to investigate the matter and filed a "legal complaint" against the former employee. The annual reports states, "The Group, during the current year, identified embezzlement of funds in one of the subsidiaries by a former junior employee amounting to Rs 326.76 million over the past periods." 
"Based on review of the facts discovered during the investigation, the Group has recorded an expense for the aforementioned amount during the year ended March 31, 2024."

Swiggy is looking to raise up to Rs 3,750 crore (around $450 million) through a fresh issue and up to Rs 6,664 crore (around $800 million) as an offer-for-sale (OFS) component in its $1.25 billion IPO later this year. 
The food-delivery company’s revenue grew 36 percent to Rs 11,247 crore in FY24, the annual report said. It narrowed losses to 44 percent from Rs 4,179 crore to Rs 2,350 crore, as it curtailed expenses.

It spent Rs 13,947 crore in FY24, 8 percent lower than the previous year as it cut down its promotion and marketing spending from Rs 2,501 crore in FY23 to Rs 1,851 crore in FY24.

Despite the improving finances, Swiggy lagged its rival Zomato during the year. On a gross order value (GOV) basis – which totaled to around Rs 56,924 crore between the two companies in FY24 – Swiggy had a market share of 43 percent in the food delivery industry and Zomato was the market leader with a 57 percent share in FY24.


Swiggy spent Rs 1,581 crore on marketing, says junior employee embezzled Rs 33 crore

In a temporary relief to Hindustan Unilever (HUL), the Bombay High Court has restrained an advertisement by Abbott Laboratories that allegedly damaged image of HUL's Horlicks Diabetes Plus product.


A bench led by Justice RI Chagla said, "The balance of convenience is in favour of the plaintiff (HUL). Unless reliefs as prayed for are granted, the plaintiff will suffer irreparable harm/injury which cannot be compensated in terms of money," the HC bench said as per Livemint report.


The FMCG brand alleged that Abbott Lab's circulated ads of 'Ensure Diabetes Care' product on various platforms. HUL said that in those advertisements, Abbott showed the blurred image of its Horlicks, and was shrugged and replaced with Ensure Diabetes. Abbott Lab's advertisement attempted to show Horlicks Diabetes Plus as an  'inferior and useless product', the compnay alleged.

<a href="https://www.storyboard18.com/how-it-works/hul-slapped-with-rs-962-crore-tax-demand-for-rs-3000-crore-gsk-deal-40665.htm">HUL slapped with Rs 962-crore tax demand for Rs 3,000-crore GSK deal</a>

Notably, HUL's legal representative reached out to Abbott and sought clarity on the issue, but said that it failed to get any 'substantial' response from Abbott.

"We understand that the said advertisement is being used in your medicine /expert/chemist channel (‘recipients’) and has been widely shared within the said channel on WhatsApp. We would like to bring to your notice that such an act is illegal and unfitting for an organization like Abbott," HUL wrote to Abbott in an email.

<a href="https://www.storyboard18.com/how-it-works/ccpa-imposes-rs-3-lakh-penalty-on-education-institute-for-misleading-advertisement-39900.htm">CCPA imposes Rs 3 Lakh penalty on education institute for misleading advertisement</a>

The FMCG company asked Abbott to cease and desist from circulating the advertisement. 

HUL said its Horlicks Diabetes Plus had been designed for blood sugar management and is one of "India's fiber-nutritional drinks".

The brand said it has a valid trademark for the product.

The next hearing is on 7 October 2024.

Bombay High Court restrains Abbott's ad, grants temporary relief to HUL: Report

Adivasi hair oil is the latest sensation on social media, with influencers of considerable followings lining up to promote the brand.


Alongside, social media is full of reels featuring men and women flaunting their long tresses and information on the ingredients used in the hair oil.


A well known post is of a man—who appears on most product labels—holding the product in one hand and his long tresses in the other.


Further, there are some posts highlighting evidence of hair growth after usage. Such posts serve as a treat to the eyes on the Instagram handle ‘adiwasihairoil’, out of many of their other handles, raising questions on their exact official advertising space.


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Recently, Faisal Shaikh, a famed TikTok influencer and internet personality, popularly known as Mr. Faisu, visited the tribal belt where the oil was prepared and he spread positive word of mouth on his YouTube channel Mr. Faisu.


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Other personalities like YouTube influencer Elvish Yadav, actor Sonu Sood and comedian Bharti Singh also heaped praises on the brand on their YT handles.


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Two months ago, Bollywood choreographer, film director and writer Farah Khan promoted Neelambari Adivasi hair oil on her YT channel where she visited the tribal belt. Towards the end of the video, she was heard saying, “Dekh mera baal kitna acha ho gaya (Look, how my hair has improved).”


As per a data sheet shared by KlugKlug with Storyboard18, around 238 influencers, which includes 209 nano influencers, 23 micro influencers, five macro influencers and one mega influencer promoted the brand.


<img src="https://images.storyboard18.com/storyboard18/2024/09/Untitled-design-2024-09-06T070155.043-2024-09-928bf5cf7cf8f7688cc67c61e16fe5d1.jpg" alt="" width="1280" height="720" class="aligncenter size-full wp-image-41517" />


<img src="https://images.storyboard18.com/storyboard18/2024/09/Untitled-design-2024-09-06T065925.337-2024-09-ccb27d799a2b3e6d21f3010e48b18e0f.jpg" alt="" width="1280" height="720" class="aligncenter size-full wp-image-41516" />


But, the reality is far from what has been projected.


“It had an unpleasant smell and did not improve my hair condition,”, “The worst oil ever used...my hair fall increased because of this”.


These are some of the reviews that pop up on Amazon when one wants to confirm the authenticity of the hair oil brand.


Amazon is not the only destination. Even YouTube is flooded with videos of people sharing their opinions on the hair oil brand which is not in a very positive light.


Though the brand is also available on Flipkart, its own official website carries reviews that greatly differ from the negative reviews on the e-commerce and social media platforms.


With the majority rating it a five, some of the reviews compliment the hair oil for reducing hair fall, dandruff, and showcasing significant improvement in the bald area. 


<strong>What is so special about this brand?</strong>


Sandeep Raj, who is the owner of the Adivasi hair oil, along with his wife Sudha, prepare the oil with 108 herbal ingredients. Raj is a part of the Hakki Pikki tribal community, one of the major tribal communities in Karnataka which are predominantly bird catchers and hunters. 


But how credible are endorsements by famed personalities of a brand that is not approved by FSSAI or FDA?


<strong>Endorsements: How credible are they?</strong>


Amyn Ghadiali, country head-India, GZ Creative Digital, said, “With great power comes great responsibility—especially for influencers, who wield word-of-mouth on steroids. They can make anything look legit, but without proper approvals like FSSAI or FDA, we're navigating ethically murky waters.”


He is also of the opinion that an influencer or a celebrity has more to lose in terms of credibility compared to the brand as there are a few identical Adivasi hair oils and they are interchangeable.


Let us look at 2023’s Noida startup scam. World Startup Convention depended on reliable voices like Ankur Warikoo (content creator), Chetan Bhagat (author and columnist), and Prafull Billore (founder, MBA Chai Wala) to spread word of mouth that personalities like X’s Elon Musk, Prince of Dubai, etc, were arriving. 


Attendees shelled Rs 6,000 to Rs 8,000 for the pass, and the sponsors spent around Rs 50 lakh. However, all of that turned out to be a scam, and influencers were equally blamed for their unverified endorsements.


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However, Jagdeep Kapoor, founder, chairman and managing director, Samsika Marketing Consultants is of the opinion that influencer marketing about something new isn’t a bad strategy. However, factual information should be disseminated based on scientific evidence to inform consumers of the risks and benefits. 


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According to Ashita Aggarwal, professor, marketing, SPJIMR, for Indian consumers, more than the certifications, the benefit stands important. Hence, word of mouth through celebs and real consumers appears more legitimate than any other kind of advertising and promotions. 


She gives an example of the Prime range of beverages in the UK, which was built on the power of influencers. They strategically used influencers and social media to build virality. The brand tasted success across the world, but slowly.


<strong>Packaging: As per the industry standards?</strong>


Speaking of the packaging design, according to Samsika's Kapoor, though the packaging design is not as per the design standards of modern brands, as long as it contains true claims and is recognisable, that’s its primary purpose. 


[caption id="attachment_41495" align="aligncenter" width="450"]<img src="https://images.storyboard18.com/storyboard18/2024/09/neela-2024-09-0e41f2ac7fc8bd47aa15fe56aa7fc195.jpg" alt="(Image source: Official website)" width="450" height="450" class="size-full wp-image-41495" /> (Image source: Official website)[/caption]


Anand Narasimha, professor - brand marketing, JAGSOM, said that if they are making a claim that it aids in the good health of the hair, then it is very crucial to have scientific packing. 


Gozoop’s Ghadiali highlights the hair oil’s packaging is similar to their marketing—raw, unpolished which is exactly why it grabs attention.


“It’s not the usual sleek-haired model; it is real men and women of the community with oily hair. It’s not selling style; it’s selling 'effectiveness’,” he said.


[caption id="attachment_41496" align="aligncenter" width="500"]<img src="https://images.storyboard18.com/storyboard18/2024/09/Untitled-design-2024-09-05T193110.643-2024-09-8fbf65a92aa47a1d6d889ff5e9c0b185.jpg" alt="(Image source: Official website)" width="500" height="500" class="size-full wp-image-41496" /> (Image source: Official website)[/caption]


Ghadiali added that packaging needed clear labels, proper instructions, and safety info. And without regulatory approvals, the packaging would be authentic but the claims wouldn’t be genuine.


SPJIMR’s Aggarwal has a contrasting point. “If it’s sophisticated and elegant, probably people won’t trust the brand or buy it. The brand doesn’t want to and should not compare with industry products as then it will lose its ‘authentic’ imagery.”


<strong>Influencers: Earnings and parameters to endorse</strong>


Sooraj Pillai, group creative director, DDB Mudra Group, who hails from Chikmagalur, which is the central hub of Adivasi hair oil, calls the brand concept a ‘lie’. 


He said, “Apart from monetary gains, I don’t see any other reason for anyone to endorse this product. Because there is no way to prove the product's effectiveness unless used for a long duration. And no influencer would have used it long enough to see any significant difference.”


JAGSOM’s Narasimha, Gozoop’s Ghadiali and Kalyan Kumar, co-founder and chief executive officer, KlugKlug concur. 


However, SPJIMR’s Aggarwal is of the opinion that promoting brands like Adivasi hair oil signals inclusivity from the part of celebrities, as they want to be associated with new ‘authentic’ products. 


Speaking of pay, KlugKlug's Kumar highlighted that in any normal environment, Yadav would charge upwards of Rs 20 to 30 lakh per post. “These things really sell well in the unorganised market. With the power of influencers, one gets into the visibility zone with powerful, semi-authentic tribal background conversations saying centuries of traditional research, etc,” he said.


Rohit Agarwal, founder and director, AlphaZegus Marketing, reveals that such personalities aren’t mainstream and need to find different ways of getting a paycheck. 


Brands like Adivasi Hair Oil play it very safe and smart where they don’t rope in A-list of celebrities lest they come under the scanner. 


They go for a B list or C list of celebrities so that their word is spread. It's also important to understand that there is this advocacy factor that exists, Agarwal said.


The other option that can be considered by a brand is looking out for creators that have a cult following where they can demand any kind of money.


In the case of real money gaming or betting categories, where they are bound by certain platform rules or government laws, they approach surrogate marketing or influencer marketing.


That's when they would put in a monthly budget of Rs three to four crore per month purely towards influencer marketing, Agarwal said.


According to Sharad Gupta, founder and chief executive officer, WNN-WhyNotNow Brand Consultancy, category-based online influencers can charge anything from Rs 10 lakh onwards for one exposure depending on the subscriber and follower base.


The majority of oil, fast food, cosmetics and lifestyle products indulge in such associations as they offer lucrative and long-term monetary benefits to the influencers and celebrities, Gupta revealed. 


He also mentioned that the influencers or personalities also negotiate an equity or stake in the business, which is like an investment of growth as an alternate investment. As the brand or the product grows big, their equity brings a larger value to them, which is way larger than one-time brand ambassador fee.



<strong>Certified versus non-certified products: Endorsements, facts and difficulties</strong>



AlphaZegus’ Agarwal said that FSSAI products have more options to market in terms of platforms as compared to non-FSSAI products, which then resort to surrogate or influencer marketing. 


Since the Adivasi hair oil brand is not certified, it will be unable to run TV commercials or digital ads or any forms of direct marketing. Otherwise, it will come under the platform, publisher, or government’s scanner.


WNN's Gupta said that non-certified product associations garner higher endorsement fees, depending on the platforms of visibility, online and offline mode and the duration or the frequency of exposure. 


Be it certified or non-certified, in the end, trust plays a big factor. 


One such example is Sanfe, a woman's body care brand, where actor Radhika Apte (onboarded in 2021) promoted the brand, which claimed that it was FDA approved, and was sent a show-cause notice in 2019.


As per Ghadiali, millions of women were convinced that their intimate whitening creams and bum-and-back lightening serums were the answer to their prayers. But they weren’t. “It’s a classic case of marketing magic tricking us into believing the unbelievable,” he said.


JAGSOM's Narasimha said, “As consumers, we should do research about the things that we are using that involve our health and not get carried away. Hence, all stakeholders need to become more conscious.”


In the case of e-commerce platforms, they should also do due diligence and be responsible with respect to the kind of products they are willing to sell on their platforms, he said. 


<strong>Read More:</strong> <a href="https://www.storyboard18.com/quantum-brief/what-makes-deepika-padukone-a-brand-19704.htm">What makes Deepika Padukone a brand?</a>


Adivasi hair oil: Are the influencer endorsements and product packaging credible?

The OTT streaming market in India reached a new milestone last year, with around 707 million internet users actively engaging with OTT audio and video services, according to the ‘Internet in India’ Report 2023. Accessible high-speed internet, rapidly increasing internet users and widespread adoption of digital payments fuelled the demand for these already existing OTT platforms in India.

hoichoi, a subscription-based OTT platform focussing on Bengali content, was launched in 2017 by SVF Entertainment. Co-founded by Shrikant Mohta, Mahendra Soni, and Vishnu Mohta, the platform hosts over 600 Bengali movies, 150+ original web series, short films, and documentaries.

hoichoi has approximately 13 million subscribers in over 100 countries. It aimed for a 50-75 percent revenue increase in FY23, with about 40 percent of its direct revenue coming from international markets. The company has partnerships with Vodafone and smart TV brands such as Samsung, Amazon Fire Stick and Roku.

"hoichoi is India's first language OTT platform, operating in Bengali which has a huge addressable market in not only India but internationally as well. Despite a post-COVID market correction, we continue to experience growth, with a current year-over-year increase of 50 percent. Our sustained success can be attributed to a sustainable business model built on limited funding, says Soumya Mukherjee, Chief Operating Officer, hoichoi (India & Bangladesh).

"Internationally, our monthly retention rate exceeds 82 percent, demonstrating strong user loyalty. In India, where the payment ecosystem is less mature, we measure retention based on the percentage of users who renew their subscriptions within six months. Our goal is to retain approximately 60 percent of our Indian user base," adds Mukherjee.

While West Bengal remains hoichoi's core market, over 45 percent of our users come from other regions of India. "Internationally, although our subscriber base may be smaller, it contributes significantly to our direct revenue due to the global spread of Bengali communities," he states.

hoichoi's priority markets include the US, UK, Australia, and Canada, followed by regions like Malaysia and the Middle East, which are experiencing rapid growth.

What makes hoichoi thrive is the high completion rates of its shows and franchises, often reaching 80 percent. "We define binge-watching success as 65-75 percent of users completing a show, and most of our top shows fall within this range," says Mukherjee.

hoichoi's franchise characters are key to driving viewership. Social dramas and detective series are among its top-performing genres, while the platform also explores niches like mytho-horror, and crime.

In addition to direct subscription revenue, hoichoi has diversified its revenue streams through bundling partnerships and initiatives, such as Hindi dubbing of its Bengali shows. Mukherjee points out that hoichoi's extensive original content catalogue, including Hindi-dubbed versions, has contributed significantly to its revenue, especially in the Hindi market.

"While hoichoi does not have traditional ads on its platform, we work with branded content to create tailored content that resonates with our premium Bengali user base. This strategy has led to a 200 percent increase in advertising revenue compared to the previous year," states Mukherjee while addressing hoichoi's ad spends.

"hoichoi's average revenue per user is not the sole metric we consider. We also focus on customer lifetime value, which exceeds 2,500, a substantial amount compared to industry standards," he says.

Although hoichoi primarily caters to the 30+ demographic, the 50+ segment has shown the most significant growth. In terms of gender, Hoichoi's audience is more balanced with a male-to-female ratio of 60:40, compared to the industry average of 80:20.

While addressing what makes hoichoi stand out in the OTT market, Mukherjee empahsises that hoichoi's competitive advantage lies in producing over 160 original shows in Bengali and securing premium theatrical movies. hoichoi is also exploring new content formats to stay ahead in the evolving OTT market.

<strong>Read More:</strong><a href="https://www.storyboard18.com/brand-marketing/meghalayas-bah-paul-on-how-the-states-first-ott-platform-hello-meghalaya-empowers-local-creators-36989.htm">Meghalaya's Bah Paul on carving space for the state's OTT platform Hello Meghalaya amidst streaming giants</a>

hoichoi achieves 60:40 gender balance; 200 percent ad revenue growth

On Thursday, shares of Raymond Lifestyle (RLL), the demerged lifestyle business of Raymond Ltd got listed at Rs 3,000 per share on the BSE, in an IPO-less debut for the stock. On the NSE, the shares were listed at Rs 3,020 apiece. Recently, during a press conference, Gautam Singhania discussed his succession plans and how the sale of Raymond Consumer Care Limited to Godrej was one of his best deals. 

Singhania said that he is "not going anywhere" when asked about potential succession plans. Raymond is also scheduled to demerge its real estate arm Raymond Realty next year, with Raymond Ltd to house its engineering business. He said that Raymond's companies will be "family-managed professional companies", adding that Raymond Lifestyle, for example, only has Singhania himself as a promoter-director, with a large body of independent directors on the board.

The Raymond Group Chairman and Managing Director, Singhania said the company has transformed to a greater extent post-pandemic. "We have put in the professional board as they will add significant value in the creation of the journey that I have stepped out of", and added, "God forbid if something happens to me, there's a competing set of people who can hold the baby because whilst it's a wealth creation, for the family, there's a wealth for millions of shareholders."

Singhania said, "I am sure 99 percent of the people failed to understand what an amazing deal that was and what it meant for Godrej and what it did for us. I have done many deals but this was one the best win-win deal that I have ever done. Sudhir Sitapati (GCPL managing director and CEO)is smiling to the bank, I am smiling to the bank. Raymond (RCCL) is a different company now and Godrej is very happy and what more!"

Godrej Consumer Products acquired Raymond Consumer Care (RCCL), in an all-cash deal of Rs 2,825 crore in 2023. Through this deal, Godrej became the owner of marquee brands such as Park Avenue, KS (deodorants), and Kamasutra. Notably, Park Avenue as a clothing brand remained with Raymond.

On Raymond's legacy, Singhania said, “There is no company like Raymond in the world. We go from fabrics to garments to export to various categories. We play in every segment of the society. From Rs 300 metre to Rs 10 lakh a metre, we are offering fabrics to the whole segment of society". 

Singhania said Raymond Group has the target to open 800-900 stores over the next three years.

On the Bangladesh crisis, Singhania said the perception has changed against the country and people are wary of getting stuck. However, "We invested Rs 200 crore into enhancing capacity last year. The capacity is double-lined, so it's been a windfall for us," Singhania added.

Raymond reported a 26.7% increase in consolidated net profit to Rs 57.04 crore in the first quarter ended June 2024. The company's revenue from continuing operations in the first quarter stood at Rs 937.65 crore, compared to Rs 473.37 crore in the year-ago period.


Gautam Singhania talks about succession plan, says RCCL sale one of the best deals

On Wednesday evening, post the 38th Annual General Meeting of the Advertising Standard Council of India (ASCI) decided to appoint Partha Sinha, President and Chief Brand Officer of Bennett Coleman & Company Limited, as the Chairman of the ASCI Board of Governors for 2024-25. Sinha discussed in-depth about growth of ASCI, challenges, technological advancement and role of the self regulatory body in consultative process. 

The board appointed Sudhanshu Vats, Managing Director Designate, Pidilite Industries as the Vice-Chairman and S Subramanyeswar, Group Chief Executive Officer and Chief Strategy Officer-APAC, MullenLowe Lintas Group as the Treasurer. Storyboard18 first broke the story on Partha Sinha's appointment as the newly elected Chairman. 

After his appointment as the ASCI Chairman, <strong>Partha Sinha spoke to Storyboard18</strong> and said, "It is a privilege to become Chairman of ASCI, one of the foremost bodies in the field of advertising, communication, and marketing. More importantly, ASCI plays a significant social role. That is what makes my responsibility substantial. It is a bit overwhelming that I have received such immense support from the members."

<strong>Growth of ASCI</strong>

Talking about ASCI's growth as a self-regulatory body over the years, Sinha said, "I think there have been two distinct types of growth. One is, of course, the increase in the volume of complaints, and the other is the rise in the number of advertisements that ASCI is addressing. Complaints have grown by 14 percent compared to last year."

Sinha further added, "The growth I value most is our ability to involve more and more people over the years, helping them understand that self-regulation and responsible advertising are perhaps the best ways to connect with consumers. You do better business by being responsible."

Sinha said, "Our role as a self-regulatory body is not just about catching misleading ads; it’s mainly about sensitizing the industry to work together to protect the small consumer. This philosophy is at the heart of even a marketing company. They also want to protect the consumer, and nobody wants to take advantage of them."

"But I think the best growth ASCI has seen over the years is becoming a consultative body. We are increasingly becoming a mechanism for people to embrace self-regulation and responsible advertising," Sinha added.

<strong>Will continue to be vocal</strong>

Sinha succeeded Marico MD and CEO Saugata Gupta. When asked if he will continue to be vocal about the advertising industry after assuming the post of ASCI Chairman, Sinha said, "If I’ve been vocal, I will continue to be vocal, and I see no reason to change after being appointed as ASCI Chairman. We achieved many things under Saugata and Subhash, and we will continue to achieve more as a united team because it not only makes for a better advertising ecosystem but also a better society."

He further said, "Protecting society and the common man is what excites us, and we will continue to do as much work as possible. Today, technology plays a very significant role in our complaint-picking mechanism; over 90 percent of our complaints are now suo moto."

Sinha continued, "But I believe we need to stay ahead of the tech curve, and our focus on technology will persist. Additionally, we will target sectors where we can work slightly ahead of the curve, such as in the financial sector. I think we need to do more because many people are being short-changed in the financial world today."

Sinha further said, "During my tenure, I will ensure that our purpose of protecting consumer interests remains central. Today, ASCI, as a self-regulatory body, is protecting consumer interests."

Elaborating further, Sinha said, "In my tenure, I will 100% ensure that every single initiative we undertake keeps the protection of the ordinary consumer at its core, whether in our engagement with the government, tech companies, the advertising industry, or global bodies."

<strong>On Digital Advertising</strong>

With the increasing number of digital ads and rising complaints, Sinha said, "Number one is that we need to determine how we stay ahead of the curve. With the advent of AI, we've noticed that if something happens, it can change before you even have a chance to react. Therefore, one needs to think six months or even a year ahead and stay ahead of the curve."

Sinha further added, "We have been doing a lot of work on dark patterns, DPDP, consumer protection, data privacy, among other issues. By staying ahead of the curve, we need to understand the patterns, trends, and insights behind what will transition in the future, and then develop policies accordingly. Staying ahead of the curve will be a significant game-changer."

<strong>Challenges for the ASCI Chairman</strong>

Sinha said, "Staying ahead of the curve is a challenge, and for that, we increasingly see ASCI publishing white papers by involving more experts. We understand that we have to borrow some of this expertise because ASCI doesn’t have it all internally."

"The second challenge is that today, large advertisers, agencies, and media houses are all part of ASCI. Whether it's Meta, Times of India, Disney Star, HUL, or P&G, everyone is a member of ASCI. The larger challenge is to bring smaller agencies and brands to join ASCI. Here, the ASCI Academy will play a crucial role. Every other day, we see a new brand being launched in the D2C space, and we want to create content for such brands and put it on our platform so that smaller brands can learn from it and start practicing responsible advertising."

Talking about the strategy to add more members to ASCI, Sinha said, "Today, we have slightly less than 400 members, and we need to expand that. Currently, there are at least 3,000 fairly regular advertisers. So, the market is large, and more people are beginning to understand that self-regulation leads to better business practices, which are more profitable and robust."

Sinha said, "We will continue to focus on increasing our reach, but more importantly, even if brands don’t become members, they should start using ASCI Academy’s material and produce responsible advertising. Our ultimate objective is for every single ad to be thoughtfully created in terms of responsibility and self-regulation."

<strong>On Policy Matters</strong>

Discussing ASCI's role as a consultative body, Sinha said, "We have been working with the government in a consultative capacity for many policies involving advertisements, agencies, and platforms. The advantage for ASCI is that other than us nobody understands this space or has the cumulative experience we have. So, both government and private bodies reach out to us for consultations."

Sinha added, "Data privacy and protection are critical, and we will continue to work on them as the government reaches out to us. We are always willing to help create a positive, consumer-centric ecosystem."

Sinha has worn many hats in a career spanning over three decades. He has been a nuclear design engineer, a banker, a strategy and marketing head for media and internet companies, and an advertising strategist.

Sinha is also President and Chief Brand Officer of Bennett Coleman & Co Ltd, has been associated with organizations and agencies like Citibank, Zee, Ogilvy & Mather, McCann Worldgroup, BBH, and Publicis in the past.

He has won numerous awards, including Effies, WARC Awards, and Cannes Lions.

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