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

Leading with purpose creates wins for consumers, community and country: Hina Nagarajan of Diageo India

'Largest employer in the world is inefficiency': CRED's Kunal Shah at Storyboard18 Global Pioneers Summit

Unheard tales of Maggi’s redemption: How poetry and nostalgia revived an iconic brand

Content creator Raj Shamani’s journey: Prioritizing substance over virality

MIB’s Ashwini Vaishnaw at Storyboard18 DNPA Conclave: Govt working for fair compensation for media houses

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

Amid an internal rejig after the exit of key Indian and Chinese executives in senior positions at OnePlus, the Chinese smartphone maker has brought back Robin Liu who will head the company’s India operations. 

According to an exclusive Moneycontrol report, Chinese executive Lincle Peng was the head of India operations but has quit. Additionally, Samrudh Pai, the company’s head of offline business too left and Ranjeet Singh, the company’s sales director has been moved to helm the online business.  

Liu served as the chief executive of the North American region. Prior to that he was head of sales for India for around 19 months till January 2022.

The Indian government has been pushing for the appointment of locals in top decision-making roles. However, a lot of Chinese handset brands are yet to start pursuing this initiative, largely because of the ongoing scrutiny and legal concerns.

OnePlus India has not had an Indian exec at the helm of its local operations since Navnit Nakra’s exit in June 2023. 




OnePlus India appoints Chinese exec as head of India operations amid govt's push for local talent

Marico Limited and Kaya Limited announced that they will collaborate, with Marico exclusively handling sales and marketing of Kaya’s range of 75+ science-based personal care products outside of Kaya’s clinics. 

This collaboration will leverage the established expertise and capabilities of both companies and unlock the growth potential of the brand by enhancing its presence and accessibility across markets and channels.

Kaya’s products are currently available across some of the leading E-Commerce marketplaces and 70+ Kaya Skin Clincs across India. 

Saugata Gupta, MD & CEO of Marico Limited, commented, “Science and e?icacy-based skin care has revolutionised premium personal care both in India and globally, and has also been the missing piece within Marico’s Premium Personal Care play. We believe that with the potent combination of a brand of Kaya’s stature and Marico’s organized channel reach and digital marketing capabilities, the opportunity to scale up the products business can be another growth driver for us over the next few years.” 

Rajiv Suri, Global CEO of Kaya Limited, commented, “We are very excited to collaborate with Marico, which will help us enhance our visibility and reach through their already established distribution and marketing networks. Kaya’s 75+ e?icacious products will reach wider geographies and acquire more shelf space, ultimately boosting brand visibility and recall, and establishing long-term engagement with consumers.” 


Marico to exclusively handle sales and marketing of Kaya’s products

The Ministry of Information and Broadcasting has issued an advisory for food and health sectors to upload an annual 'self- declaration certificate' for advertisements. This advisory follows the June 25th meeting of the Ministry with the industry stakeholders including Meta, Google, ISA, DNPA, among others where it had acknowledged the suggestion to limit the mandate to the food and health sectors only.

"In light of the directions of the Hon'ble Supreme Court of India, and in supersession of previous Advisories dated 03.06.2024 and 05.06.2024, advertisers/advertising agencies issuing advertisements for products and services related to Food and Health sectors are advised to upload an annual self-declaration certificate on the mentioned portals, as applicable, and make available the proof of uploading the self-declaration to the concerned media stakeholders, such as TV channels, newspapers, entities involved in publishing of advertisements on the internet, etc. for the record," it read.

These annual certificates by the advertisers/advertising agencies will be uploaded on the Broadcast Seva Portal for TV/radio ads and on the portal of the Press Council of India (PCI) for advertisements print media/internet ads.

Read more: <a href="https://www.storyboard18.com/how-it-works/exclusive-mib-to-form-core-committee-to-address-issues-with-self-declaration-certificate-mechanism-35406.htm">EXCLUSIVE: MIB to form core committee to address issues with 'self-declaration certificate' mechanism</a>

It was also clarified that it shall be the responsibility of the advertisers/advertising agencies to ensure that every advertisement being issued by them is in adherence to the applicable Indian laws, rules and regulations in letter and spirit.

As of now, advertisers and agencies across categories are required to upload SDC before each advertisement is released, irrespective of the number of the ads in a single day. As of present, PCI has around 66,000 SDCs on its portal, whereas BSP has around 8,000 SDCs on its portal.

It is for the first time, the Ministry has either mentioned 'annual' SDC or restricted the mandate/regulation just for the food and health sectors. 

On June 25, the Ministry acknowledged that what stemmed from the Patanjali misleading ad case and false health-specific claims got extrapolated to all the sectors. Thus, it deliberated on whether the interpretation of the Supreme Court order was done correctly or not and further shared its intention to make it limited to the health and food sector.

The SC issued a directive in its order on SDC on May 7, 2024. Following which, the MIB introduced a new feature on the BSP and PCI portals. The certificate, signed by an authorised representative of the advertiser/advertising agency, needs to be submitted through these portals, it then said.

During the meeting, ISA also urged the Ministry for a 'one-time declaration format' instead of having individual certificates for every ad. Meanwhile, the INS shared technical glitches faced while uploading/submitting the SDCs on the portals. Further, INS also recommended a 'single-declaration letter on compliance' as an alternative and to simplify the process.

Radio industry stakeholders highlighted the revenue loss that they are facing due to the SDC implementation.

During the meeting, the Department of Consumer Protection was asked questions about lapses, and actions taken so far to tighten the roles and responsibilities to instrumentalise the current Order.

Overall, the Ministry while addressing the issues and softening its stance on the matter, noted that it is working towards tuning the regulation-- thus making it simpler for the industry and limiting the scope to the food and health sector.

Earlier, Storyboard18 broke the news on how the Ministry has decided to form a 'core committee' with key stakeholders including advertisers, before it goes to the top court on July 9th for a fair representation.

BREAKING: MIB advisory on SDC; Only Food & Health sectors to upload self-declaration certificate for ads

SoCheers has won the digital mandate of Taiwanese multinational electronics giant, ASUS  for its Indian business. The account was won following a multi-agency pitch involving several rounds of presentations and will be handled from the agency’s Mumbai office. 

Established in 1989, ASUS is a Taiwanese multinational corporation focused on producing consumer electronics. A leader in motherboards and gaming products, ASUS is also one of the top three consumer notebook manufacturers globally. ASUS entered the Indian electronics market in early 2011 and has since been rapidly developing product portfolio including mobiles, personal and gaming PCs, virtual and augmented reality products, as well as IOT devices and robotics technologies.

As part of the mandate, SoCheers will handle both ASUS & ROG India Consumer PC, end-to-end digital responsibilities, which includes overall strategy and management for both the brands across social channels. The agency will also strengthen the brand's online persona with Outreach and Influencer Marketing, end-to-end management of pre and post Content Production, as well as strategizing and executing digital Brand Campaigns for upcoming product launches, starting with the ASUS Vivobook S 15, slated to launch in first week of July 2024. 

Paramjeet Singh Mehta, Head of Marketing, ASUS India said, ”We are on the verge of making some new additions and developments to our existing portfolio & believe that a lot of value can be built through our digital touchpoints. The vision for the brand that we have & what SoCheers is envisioning syncs well & we are delighted to partner with SoCheers and embark on our digital growth journey”.

Siddharth Devnani, Co-Founder & Director, SoCheers said, “As a global leader in innovative technology, ASUS is at the top of their game with their cutting-edge expertise, setting them a class apart in the ever-evolving tech landscape. We are ecstatic to partner with ASUS and together, we look forward to creating impactful campaigns that strike the right chords, win attention and propel the brand to the next level”.
 


SoCheers wins the digital mandate for ASUS India

Meta’s new privacy policy for the use of personal data to train generative artificial intelligence systems has been suspended in Brazil by its National Data Protection Authority (ANDP) with immediate effect. 

ANDP’s preventive measures put a hold on the processing of personal data across all of Meta products, including those of people who don’t use any of the company’s platforms. 

The fine for non-compliance has been set at 50,000 reais ($8,836.58) daily by the authority. 

ANDP said that there is "imminent risk of serious and irreparable or difficult-to-repair damage to the fundamental rights of affected holders.”

The social media giant will have to modify its privacy policy to exclude the processing of personal data for gen AI training, the authority said. Additionally, Meta will have to issue an official statement mentioning that it has suspended the processing of personal data for said purposes. 

In a statement, Meta said that it was “disappointed” by the ANDP’s decision. It added that the decision is a “setback in innovation” and will only delay the benefits of AI to the people of Brazil. 

"We are more transparent than many players in this industry who have used public content to train their models and products. Our approach complies with privacy laws and regulations in Brazil,” the company said.  


Brazil suspends Meta's new AI privacy policy

There have recently been complaints from photographers suggesting that Meta has been labelling images with their ‘made with AI’ tag that weren’t created using AI. Photos that were created in Adobe’s Photoshop using its gen AI tool were also being labelled by Meta incorrectly.

Meta launched the ‘made with AI’ tag earlier this year. The company’s Oversight Board had criticised Meta over its manipulated media policy and Meta introduced these labels, reported Moneycontrol. 

The social networking giant has now announced that it is once again changing these labels. Industry standard indicators that other companies include in content created using their tools help Meta assess whether something is created using AI, the company said. The company wants its users to know when an image has been generated using AI. 

The company said, “Like others across the industry, we’ve found that our labels based on these indicators weren’t always aligned with people’s expectations and didn’t always provide enough context.”

Further, Meta said that some of the content that included minor adjustments and modifications using AI, such as retouching tools, included industry standard indicators, causing Meta to label the images with the tag. 

“While we work with companies across the industry to improve the process so our labelling approach better matches our intent, we’re updating the “Made with AI” label to “AI info” across our apps, which people can click for more information,” the company said.

The ‘AI info’ label however, won’t give out any extra information. As per reports, upon clicking on the tag, the information will be the same as the ‘made with AI’ label. 


Meta revises AI-generated image labels on its platforms after photographers issue complaints

By Rahul Mathew

Not a great year for Team India at Cannes. We had a few glimmers of hope, but in the end, we couldn’t make it to 20 metals. For an industry as large as ours, it’s definitely disappointing. 

And much like what happens after an Indian loss in cricket, the theories started to flow. Conspiracies against India, poor jury selection (ouch, considering I was one of them), more Western sensibilities and many others that I can’t remember.

What I do remember is a chat I had with a young Creative Director from South America, on the last day of the festival. He had scored half a dozen shortlists, none of which converted. While you could hear the disappointment in his voice, it’s the determination in his words that stuck with me. “Tomorrow is Day 1.” 

And it got me thinking. Do we leave it too late as a country? Why do our contenders come out of the shadows only a few months before Cannes? 

Look at some of the big winners this year; Coke Recycle Me, Orange Women’s Football, Heinz Ketchup Fraud, and Coors Lights Out. We’ve ooh-ed and aah-ed about these pieces well before they reached the south of France. It makes it so much easier for the jury to push these through to a shortlist and your oohs and aahs continue to play in your head as decide the metals.

Another thing for us to remember is that Cannes is increasingly becoming a show about creativity that leads to strong results. The more time your work gets in the market, the more results you get to play with. 

Also, the more time we give ourselves, the better partners we can bring into the work – be it directors, illustrators, editors, coders or even critics.

And there’s no reason not to start right away. We have briefs landing on our desks each day. And we’ve all been told (or told others) that every brief holds the chance to create great work. Now we need to ask ourselves are we giving our work the chance to find its own greatness.

Rahul Mathew is the Chief Creative Officer at DDB Mudra Group. Views expressed are personal.

Give work the chance to find its own greatness: Rahul Mathew of DDB Mudra Group

Patanjali Foods on June 1, said that it will be buying its parent Patanjali Ayurved’s home and personal care business at a valuation of Rs. 1100 crore. 

Patanjali Food’s board has granted approval to the company’s proposal of the acquisition. 

In an exchange filing, the company said, "The board of Patanjali Foods Ltd has approved the proposal of Patanjali Ayurved Ltd's to acquire its Home and Personal Care Business, accelerating the company's transition into a leading FMCG company. The HPC business of PAL currently has a strong brand equity in India's FMCG space and enjoys a loyal consumer base across the country. It presently caters to four key segments, being (i) dental care, (ii) skin care, (iii) home care, and (iv) hair care.” 

"The transfer has been mutually negotiated for a lump sum consideration of Rs 1,100 crore, which shall be subject to customary closing date adjustments and on such other terms as set out in the business transfer agreement," the company further stated in the filing. 

The acquisition of the home and personal care business will lead to a consolidation of the 'Patanjali' brand’s FMCG products portfolio.

The company shared, "The acquisition will bring along with it multiple key synergies in terms of brand equity and enhancements, product innovations, cost optimisation, infrastructure & operational efficiencies and positive impact on market share.” 







Patanjali Foods to acquire Patanjali Ayurved’s home and personal care business at Rs. 1100 crore valuation

Veedol, a lubricant brand from Tide Water Oil Co. (India) Ltd., has signed cricket legend Sourav Ganguly as its brand ambassador. 

Brand Veedol operates in over 70 countries. Veedol enjoys considerable saliency amongst the workshop fraternity worldwide. With a pan India footprint, Veedol is one of India’s most prominent lubricant brands, with a consolidated revenue from operations of Rs 1931 crore as of 31st March 2024.

Arijit Basu, Managing Director, Tide Water Oil Co (India) Ltd said, "We are delighted to have a cricketing great like Sourav Ganguly join us as our brand ambassador. His leadership, grit and determination are the stuff of legend, shaping the winning attitude of Team India as we know it today. Founded on honesty and self-belief, brand Sourav continues to inspire all to raise the bar of performance and achievement, values that resonate strongly with Veedol. We are confident that this association will give us a strong impetus as we drive forward into the future."

Sourav Ganguly said, "My association with Veedol represents a commitment to excellence, innovation and reliability. Just as Veedol stands for high-quality and performance in the automotive industry, I am dedicated to embodying these values in every aspect of my work. Together, we will strive to inspire and connect with our audience, showcasing the best of what we both have to offer."


Veedol signs Sourav Ganguly as brand ambassador

WOW Skin Science has ventured into the cosmetics category with the launch of their new brand 'Color Cupid.' This makeup brand is specially designed and curated for Gen-Z and Millennial audiences. 

Given the changing consumption habits of modern Indian consumers, WOW Skin Science recognized the potential for accessible makeup for the GenZ consumers. Having understood GenZ’s desire for experimentation & self-discovery, they collaborated with leading makeup artists to create a range of cosmetics that are versatile and accessible, supporting GenZ in their quest for self-expression.

Launching with an extensive range of nearly 40 SKUs across face, eyes, and lips categories, Color Cupid offers a comprehensive range of products.

"With this launch, we aim to revolutionize the beauty industry by bridging the gap between your inner world and outer expression, helping you find the look that reflects who you are, without seeking validation or judgment," expressed Manish Chowdhary, Co-Founder of WOW Skin Science. "We believe makeup should celebrate every facet of your identity, empowering you to love every shade of yourself. Our goal is to offer innovative, user-friendly products that enhance your natural beauty while simplifying your makeup routine. Color Cupid supports and champions the individuality of our consumers, encouraging them to embrace their unique beauty stories with confidence and joy."

Color Cupid's products will be available both online, through platforms like Amazon India and offline, spanning over 300 beauty advisor-led stores and 1000+ makeup stores. The brand will focus on key regions such as East India, Delhi NCR, Punjab, Lucknow, Mumbai, Pune, and Vadodara.

WOW Skin Science enters cosmetics category; launches 'Color Cupid' for GenZ consumers

Microsoft has been charged by EU regulators with antitrust violations for bundling its Teams chat app with Office 365 and Microsoft 365 subscriptions. This is the first time Microsoft has been charged for antitrust in the EU in 15 years. 

The European Commission in a statement said, “The European Commission has informed Microsoft of its preliminary view that Microsoft has breached EU antitrust rules by tying its communication and collaboration product Teams to its popular productivity applications included in its suites for businesses Office 365 and Microsoft 365.”

The giant has been given a statement of objections highlighting all of the concerns the EU has with the Teams bundling. Last year, Microsoft unbundled Teams from Office in Europe in order to address regulatory concerns. It then made Teams from Office 365 its own individual app globally. However, this move by the giant has proven enough to avoid any charges. 

The action taken by the EU was based on a complaint in 2020 by Teams’ rival platform Slack, owned by Salesforce. 

The EU said that Teams had an advantage in distribution while the interactions between Teams’ competitors and Microsoft’s offerings were being prevented due to limitations which caused rivals further problems. 

EU antitrust chief Margrethe Vestager in a statement said, ”Preserving competition for remote communication and collaboration tools is essential as it also fosters innovation on these markets.”

If Microsoft is found guilty of the antirust violations, a fine of upto 10 percent of the company’s annual global turnover could be imposed. It is also possible that the EU forces Microsoft to change its software products. 


Microsoft charged with EU antitrust violations

Moneycontrol bolstered its position as India’s top business news platform, beating The Economic Times across key digital metrics. According to Comscore data for May 2024 (India ComScore MMX), Moneycontrol led with 41.82 million unique visitors, surpassing Economictimes.com’s 38.9 million.

Moneycontrol also retained its lead in Page Views in May, at 367 million, significantly ahead of its nearest competitor, Economictimes.com, which recorded 234 million page views in the month. 

Moneycontrol’s dominance is evident in both page views and unique visitors, which are key metrics for media planners and advertisers. This not only demonstrates the platform’s stickiness but also the reader’s trust, as they are consuming significantly more content on Moneycontrol than on Economic Times.

Moneycontrol is also leading the race in breaking significant business stories, becoming the top choice of industry leaders from corporate India, the startup world and markets.



Moneycontrol leads with 41.82 mn unique visitors in May, beats Economic Times

Consumers across the Asia Pacific region (11 markets including India) are overwhelmingly worried about the future, despite being AI and new technology converts, a new Ipsos report has revealed. 

Ipsos, the global leader in market research, today released its Global Trends: Understanding Asia report, which is designed to deep dive into the specific issues affecting the Asia Pacific region. 

The report leverages data released from the 8th edition of Ipsos’ Global Trends report, titled "In search of a new consensus: from tension to intention". Ipsos’ Global Trends report – is the largest public survey in its history, with 50,000 people interviewed across 50 markets.

The new report identified three key trends set to be top-of-mind for Asia Pacific consumers in 2025: 

Technowonder

While much of the world is divided over the benefits and drawbacks of AI, people in Asia are excited for technological advancement. Across the Asia Pacific, two in three (68%) believe AI is having a positive impact on the world, compared to just over half (57%) globally.

China is most open to embracing new technology, ranking first out of the 50 global markets surveyed, when it comes to believing AI will have a positive impact worldwide. 

Despite the figures, many APAC countries still expressed concerns about AI. Since 2013, the number of Indians who say technological processes are destroying their lives is up 19%, and in Japan, the figure has climbed by 18 percentage points.

Fears about AI and digital privacy and security are also high, with seven in 10 consumers in the Asia Pacific region concerned about how their information is being collected by companies. This concern was particularly high in the Philippines, (86%) Thailand and Singapore (both 81%).

Retreat to old systems

Interestingly, young people (age/gen?) in Asia are generally nervous about the future. More than half (57%) of Gen Z in Asia Pacific said they would have preferred to grow up at the time their parents were children – this is higher than their global counterparts (51%).Brands can capitalise on the nostalgia trend by integrating elements of familiar past traditions with modern innovation. 

Climate convergence

There is broad acceptance that climate change is a reality and immediate action is needed. Eight in 10 people (84%) said the world was headed for environmental disaster unless the region changed its habits quickly. This figure has increased significantly in Australia, rising by 15% since the survey was first undertaken in 2013.

Most consumers across the Asia Pacific region believe individuals should not be the ones to make greater changes to their daily life to minimise climate change impacts. Three in four (73%) across Asia said they were already doing all they could to save the environment. This feeling was particularly high in Indonesia (91%), Thailand (89%) and the Philippines (87%). 

In line with this, three quarters of those surveyed (75%) believe companies are not paying enough attention to the environment. More worryingly, most people in India, the Taiwan region, Indonesia and Thailand feel it is already too late to do anything about climate change.

Ipsos APEC CEO, Hamish Munro, said: "As Asia Pacific’s economic, political and cultural influence continues to grow in an interconnected and complex world, the importance of understanding the region has never been more important. 

“This latest report highlights how our consumers and citizens think and feel in a world of rapid change and complexity, particularly around technological evolution, societal change and climate change. The insights reveal a region that is open to transformation, but wants its businesses to step up, guide the change revolution and be leaders. 

“When it comes to climate change, consumers believe brands have a critical role to play in minimising harmful environmental effects. There is a real opportunity for brands to be environmental leaders and demonstrate their commitment to climate change efforts.”

Amit Adarkar, Ipsos India CEO, stated the India story encapsulates the story of the two key cohorts of the urban masses and digital Indians: “Both these cohorts behave differently around technology – the urban masses cannot imagine their life without the internet, while digital Indians were amid the digital fatigue and would like to simplify their lives. For Indians the trend of escape to individualism was rather interesting. There was a strong need to make things work for oneself relying on technology as an enabler cum close ally, especially for elevating one’s status coupled with the curiosity to learn. More reflected in millennials and gen Z and was seen as a positive trend. The worrying trend emerging was the reversal in sensitivity towards climate change among Indians vis-à-vis global citizens. Especially when climate change is impacting everyone. Indians are seen to adopt the Ostrich Policy of seeing no immediate danger. And something to worry about in the future."

APAC consumers eager for tech transformation, cautious of speed and privacy risks: Ipsos Report

Prestige Group, one of the India's leading real estate developers, recently announced the release of a special patriotic music composed by the musicians, Amaan Ali and Ayaan Ali, son of the legendary Ustad Amzad Ali. This inspiring composition has been created in honour of India’s 78th Independence Day. 

This musical creation, unveiled on the occasion of Independence Day is a stirring blend of traditional Indian classical music with contemporary rhythms, reflecting the diverse cultural heritage of India.  

Commenting on the collaboration, Uzma Irfan, Director, Corporate Communications, Prestige Group, said, “We at Prestige Group are deeply honoured to be associated with such a moving and patriotic musical composition. Amaan Ali and Ayaan Ali have truly captured the spirit of India’s Independence with this anthem. It is not just a music but a reminder of the sacrifices made for our freedom and the values we uphold as a nation. This collaboration reflects our commitment to celebrating and nurturing the cultural and artistic heritage of our country.”

The composition blends the rich legacy of Ustad Amaz Ali's musical genius with modern elements, creating an evocative piece that celebrates India's 78 years of independence. Amaan and Ayaan who have inherited their father's extraordinary musical prowess, has poured their passion and respect for the country into every note of this anthem.

Maestro Ustad Amzad Ali’s son compose patriotic music for Independence Day

US giant Burger King Corporation has lost a 13-year-old legal battle against Pune based eatery after a district court dismissed a suit filed by the company alleging trademark infringement. 

Pune district judge Sunil Vedpathak, in the order on August 16, said the city-based eatery 'Burger King' was operating even before the US burger joint opened shop in India and that the latter failed to prove the local food outlet had infringed its trademark.

The court dismissed the 2011 suit filed by the Burger King Corporation, seeking a permanent injunction restraining infringement of trademark, passing off (the trademark as theirs), as well as monetary damages. The suit, filed against Anahita Irani and Shapoor Irani, owners of the Pune-based Burger King food joint, also sought Rs 20 lakh as damages.

On the plaintiff company's demand for permanent injunction, the court said the Burger King Corporation started to provide services through restaurants under its trademark Burger King in India particularly in the year 2014, whereas the city-based eatery was using the trademark 'Burger King' to provide restaurant services since 1991-92.
"Defendants have been using the trade name for their restaurant since about 1992. The pleadings put forth by the plaintiff are totally silent about how customers have been confused due to use of trade mark Burger King by defendants to their restaurant," it said.

The court said the Burger King Corporation has "miserably failed" to prove that the eatery here had infringed its trademark Burger King while running the restaurant in Pune.


Pune eatery wins legal battle against US based Burger King

The World Federation of Advertisers, a global advertising association, said it is suspending the operations of the Global Alliance for Responsible Media (GARM), two days after Elon Musk’s X sued the group. The Musk-owned platform formerly known as Twitter alleged that GARM organized an illegal ad boycott.

GARM is nonprofit initiative started in 2019 with a focus on brand safety and to help advertisers avoid having their ads appear next to harmful content. 

X filed a federal lawsuit in August against WFA and member companies, including Unilever, Mars and CVS Health, as per reports. The suit alleged that the WFA engaged in anti-competitive behavior and organized an ad boycott that ultimately hurt X’s financial health. The suit claimed that dozens of brands conspired to “collectively withhold billions of dollars in advertising revenue” through a WFA industry initiative.

“The evidence and facts are on our side,” X CEO Linda Yaccarino said in a video she shared on X. “They conspired to boycott X, which threatens our ability to thrive in the future. That puts your global Town Square — the one place that you can express yourself freely and openly — at long-term risk.”

Addressing the disbanding of GARM, Yaccarino said in another post on X, “This is an important acknowledgement and a necessary step in the right direction. I am hopeful that it means ecosystem-wide reform is coming.”


World Federation of Advertisers suspends brand safety unit after Elon Musk’s lawsuit

India's advertising agency heads are angry and the object of their ire is the client, rather 'bad clients.’

 

Consider this: a huge QSR (quick service restaurant) brand called for a pitch. Unlike most pitches these days, this was an AoR (agency on record) pitch and not a project. An AoR is the official agency of the brand, a single agency responsible for all the ad services that a particular brand/business might require. Fifteen agencies were shortlisted by the pitch consultant put on the job. Finally after waiting for months, the client picked an agency.

 

When pitches are called, agencies run in droves to throw their hat in a crowded ring. With the competition being so intense, large network agencies are cutting their fees by a third just to bag a deal, sources reveal.

 

Agencies aren't typically paid for the ideas and work they put into pitches. The worst part is some clients lift ideas. Ideas shared in pitches have found their way to campaigns that eventually go to a cheaper firm or are done in-house.

 

In a recent case, a large well-known advertiser in the beverages space called for a pitch. Again, almost a dozen agencies showed up, clamouring for the brand's creative business. They pitched, hoping to bag the prestigious account, only to find the client eventually boasting about creating its own campaign in-house. Industry insiders suspect the campaign was the product of one or more ideas pitched by the agencies.

 

Unfortunately, though not unexpectedly, none of the chiefs of the `big agencies' were available to comment on this article.

 

Vivek Pradeep Rana, Managing Partner, Gnothi Seauton, a multi-disciplinary, independently-owned, communications lab, shared how previously clients valued the expertise and creativity of agencies, viewing them as essential partners. Today, many clients approach pitches with a transactional mindset, often using the process to harvest ideas without the intention to collaborate.

 

This commoditisation of creative work, he says, devalues the agency's role and undermines the essence of true partnership. Such practices not only harm agencies but also deprive clients of the deep insights and strategic guidance a dedicated agency partnership offers.

 

Over the past decade in India, more and more independent agencies have sprouted up while the number of clients hasn’t necessarily seen a sharp rise. This has obviously contributed to the clients feeling “there’s plenty of fish in the sea” and making agencies jump through hoops to win their business.

 

Several big-name clients have increased their focus on “content days,’’ when they float a brief in the market with the sole intention of capturing campaign ideas. All this without shelling out a single rupee from their marketing budget, says creative director and stand-up comic Jackie J. Thakkar.

 

"I’ve seen clients become a lot more entitled in these last 10 years or so. Smaller agencies are obviously hungrier for business, and clients take advantage of this. It’s a practice that needs to change and more conversations need to be had about implementing a mandatory pitch fee," he adds.

 

Quoting a similar experience, Siddharth Devnani, Co-Founder and Director of marketing agency SoCheers, remarks, "Previously, the pitch process was driven more by relationships, trust, and it was face-to-face. However, things are changing with time: many brand managers are calling for pitches via LinkedIn, getting bombarded by hundreds of enquiries. And there's a sense of urgency, of campaign-to-campaign thinking, over long-term brand building."

 

How to spot a bad / good client

 

Although rare, experts say that problematic client behaviour is, surprisingly, often seen with MNCs and some ambitious start-ups.

 

Small and mid-size firms demonstrate greater value for agency partnerships. MNCs leverage their brand power to coerce agencies into exhaustive, unpaid pitch processes only to appropriate their ideas. Start-ups, driven by tight budgets and high expectations, might promise future work that never materialises, essentially using agencies as a free think tank, shares Rana.

 

Devnani warns that any agency is vulnerable, but the newer and independent ones are more so — because they are hungry for work and go out of their way to please clients. "We've grown more vigilant and opted for standardised contracts to ensure that ideas and concepts are safeguarded," he says.

 

"The bigger the brand, the more leeway they get when it comes to demanding free ideas with unreasonable timelines. Every creative professional has directly or indirectly experienced some level of being stiffed. Sometimes it’s a case of late or no payment, and other times the ideas are conveniently rejected at the pitch stage, but then few months later, a curiously similar campaign idea will have been commissioned by the client with another agency (which likely executed it at a cheaper cost.)," shares Thakkar.

 

It’s almost always the small to mid-level agencies that get duped like this. Their desperation for associating themselves with a big client is exploited far too often, industry insiders say.

 

Anecdotally, the industry average for the length of a client-agency relationship seems to be about 3.2 years — a drastic reduction from what earlier used to be about 10 years.

 

A pro tip for sustaining a healthy client-agency relationship is to prioritise open communication, set clear expectations, and consistently deliver business value, say ad executives.

 

Regularly revisiting and realigning goals can help maintain a strong, productive partnership that withstands the test of time.

 

The 'good clients', experts say, tick the following boxes:

 

1. They think of the agency / creative partner as collaborators rather than service providers or vendors.

 

2. They give constructive feedback and back that up with logical points instead of stonewalling the agency’s POV. An ideal client clearly articulates their requirements, which helps agencies develop appropriate business solutions.

 

3. They have a crystal clear vision of what they want and an even clearer vision of how much money they are willing to put behind it.

 

4. The right kind of client embodies fair financial practices.

 

5. Lastly, they value long-term relationships and are committed to mutual growth and success. Such clients understand that a strong agency relationship is a competitive advantage, leading to more effective campaigns, deeper consumer insights, and, ultimately, better business outcomes.

Creatives cross with clients for scraping their ideas

Bengaluru-based e-commerce roll-up startup GOAT Brand Labs has secured $21 million in a combination of debt and equity funding. This funding round was led by prominent investors, including BlackRock, Mayfield, and NB Ventures. The fresh capital will be used to drive the growth of its portfolio brands, such as Chumbak, trueBrowns, The Label Life, Pepe Jeans Inner Fashion, Voylla, Petcrux, and Nutriglow.

The startup did not disclose the specific breakdown between debt and equity or the valuation at which the funding was secured. GOAT Brand Labs plans to use the new funds to expand its presence across multiple channels, including quick commerce, brick-and-mortar stores, and exports. The company aims to achieve EBITDA profitability in the second half of FY25.

"We are experiencing strong momentum in the D2C space," said Rishi Vasudev, Co-founder of GOAT Brand Labs. "Given the strength of our brands, our omnichannel strategy is taking shape. We will utilize this capital primarily for growth, focusing on quick commerce, exports, and offline stores. Our brands are scaling profitably, with some nearing the INR 100 crore ARR mark."

In light of ongoing discussions and investor interest, the startup announced that the investment round will be extended and is expected to close at around $30 million.

In June 2022, GOAT Brand Labs raised $50 million in a mix of equity and debt. The Bengaluru-based company competes with Mensa Brands, which owns brands like My Fitness, Pebble, and others.

Founded by Rishi Vasudev and Rameswar Misra in May 2021, GOAT Brand Labs is an aggregator of D2C brands, investing in digitally native brands across categories such as fashion, home, beauty, and personal care. To date, it has raised over $80 million from investors including Tiger Global, Flipkart Ventures, Rockstone Ventures, Nordstar, and Better Capital.


GOAT Brand Labs raises $21 million to drive omnichannel expansion

Ampverse announced its entry into India with much fanfare after acquiring 7Sea Esports in 2021. However, lacking an adequate monetization model, Ampverse decided to quietly shut 7Sea Esports. Currently, 7Sea Esports has shut down its operations in India. The founder of 7Sea esports claimed that he cannot see a growth trajectory in esports as a segment in India.

Ashwin Haryani, Country Head of Ampverse DMI confirmed the development, saying, “Ampverse had acquired 7Sea, and two months later, the game got banned. Since the game didn't get unbanned for a year, we decided to shut down the team.”

Santosh Pecheti, Founder, 7Sea Esports declined to comment on the status pertaining to Ampverse and 7Sea Esports. Pecheti said, “I cannot really comment on what exactly is happening between Ampverse and 7Sea Esports. Grapple, 7Sea parent company has investments in multiple countries such as Malaysia, Indonesia, Bangladesh and for now we don’t see India is on a growth trajectory. There is no clear path of growth trajectory in India but we are still committed towards funding in India for some time. We are looking at viable options for us.”

Pecheti further said, “As far as esports in India is concerned, we are negotiating with couple of teams. We believe that BGMI should not be the only title for esports in India but also multiple titles which would be a profitable venture for us.”

In 2022, Ampverse also announced its venture into the lifestyle and entertainment segment through a music video. The music video was launched as part of a rebranding exercise for 7Sea Esports and was supported by content creators. After the acquisition, the company announced plans to make a multi-million dollar investment to accelerate the esports and gaming ecosystem in the market.

In a press statement, the organization had said, “Ampverse will spearhead the growth and development of 7Sea, following its blueprint of turning high-growth esports teams into powerful, culturally relevant brands while creating strong communities that connect with fans at scale.”

In the recent past, multiple esports teams in India have shut business operations or have dismantled their esports rosters leaving a handful of esports teams banking on the popularity of titles such as Krafton’s Battle Royale Game, Battleground Mobile India and Riot Games’ First Person Shooter game, Valorant.

EXCLUSIVE: Ampverse Shuts 7Sea Esports; Founder says 'can't see growth trajectory in India'

By Rajiv Gopinath

The interplay between attention allocation and clutter is founded on the principle that as visual and informational clutter increases in an environment, it becomes increasingly challenging for a single item to seize and maintain a viewer's focus. Particularly, when a page or screen is saturated with numerous ads, the attention each one garners significantly diminishes. This is attributable to the human brain's limited capacity to process information concurrently, where excessive clutter results in cognitive overload, leading viewers to overlook or bypass individual ads.

This topic has been explored by numerous industry experts and researchers. A study cited by the Interactive Advertising Bureau (IAB UK) suggested that reduced clutter, specifically having no more than two ads visible on a single screen, leads to enhanced attention towards these ads. Moreover, Karen Nelson-Field, CEO of Amplified Intelligence, has emphasised the importance of quality targeting and minimal clutter for maximising ad attention.

We know all this and while much of the conversation on attention has been centred on digital advertising, the concept of attention in print media has received less attention. A common assumption among marketers is that newspapers are not read in their entirety but are merely glanced at, transforming them into essentially indoor OOH mediums. This belief leads to a scramble for prime advertising spots like the front and back pages, resulting in considerable clutter those specific pages. In India, Print is the #3 medium in terms of spend with close to INR 20,000 cr spent annually. So it’s an important medium in a lot of ad campaigns.

To look at this deeper, I examined the clutter in a leading newspaper's two editions for a month, focusing on three areas: the front page, back page, and inside page. I also considered the variable of weekday versus weekend. The clutter formula was simple: [Ad cc space in the position/total cc space in the position].

Here are the data for the two editions:

	
		 Clutter (Weekday)		Clutter (Weekend)
Front Page	 71% 	 78%
Back Page	 51%	 63%
Inside Page 	15%	 17%


In light of these numbers and the earlier discussion on attention and clutter, the conclusion is apparent: there is excessive demand for front page placement resulting is high clutter on the front page and this can erode the quality of exposure. Readers spend less time on pages loaded with ads, jackets, making the percentage of ads on the front page, at times, a vanity metric.

Of course, there are instances where we need to be on the front page – Big News, Impact etc. In these cases, there could be two actions we can take -

-	Disruptive print innovations could serve as a means to stand out amidst the clutter.

-	However, innovation alone may not suffice. The innovation needs to be actionable. If we consider the example of an e-commerce player offering a large discount over a few days, the ad needs to be not just on the front page for instant reach but also disruptive. This can be achieved by making the ad interactive with a clear and compelling call-to-action. For instance, a QR code that leads directly to the discounted products.

In the instance, where we don’t need the front page specifically, we should look at more distinctive advertising on non-front page options. Given demand supply imbalances, the value we can realise from efficiency is also better.

In conclusion, clutter can significantly undermine the effectiveness of even highly sought-after placements such as the front page of a newspaper. Despite the prominence of the placement, an ad's effectiveness is jeopardised if the page is excessively cluttered. I urge you to think more rather than blindly go for a vanity metric.

Rajiv Gopinath is the Chief Solutions Officer at Publicis Media Services. Views expressed are personal.

Look beyond vanity metric to make most of print ads: Rajiv Gopinath of Publicis Media Services

TRAI has released recommendations on 'listing of television channels in Electronic Programmer Guide and Upgradation of DD Free Dish platform to an Addressable System'. This follows the Open House Discussion (OHD) held on 18th April 2024. The comments received and OHD submissions were analyzed and accordingly, the Authority has finalized its recommendations on the same besides amending and simplifying the extant regulatory framework.

These amendments, except for few clauses, shall come into force after 90 days from the date of its publication in the official gazette.

In consonance with the complete digitization of the cable TV sector, TRAI on 3rd March 2017 had notified the Regulatory Framework for Broadcasting and Cable services. The framework was further tuned to the need of the broadcasting ecosystem and to address the concerns of stakeholders through amendments issued in 2020 and 2022. The stakeholders namely, broadcasters, MSOs, DTH operators and LCOs had taken up further issues for the consideration of the Authority from time to time. 

To address such issues, the Authority issued a consultation paper on "Review of Regulatory Framework for Broadcasting and Cable services" on 8thAugust 2023 for seeking stakeholders' comments. 

The consultation paper sought comments and suggestions from various stakeholders, on several issues which included Network Capacity Fee (NCF), discount limit on sum of MRP of a-la-carte channels for fixing MRP of Bouquets by the distributors of TV channels (Distribution Platform Operators-DPOs), equivalence of an HD channel in terms of SD channels for capacity calculations, mandatory V1'A News Channels in all packs formed by the DPOs, level playing field with DD Free Dish, amendment to Reference Interconnect Offer, listing of channels in Electronic Programme Guide (EPG), revenue share between MSO and LCO, carriage fee, removal of channels after expiry of existing interconnection agreement, issues related to billing cycle, regulation of platform service channels, review of prescribed charges, consumer corner, establishment of websites by DPOs, manual of practice etc. 

The Authority analysed the comments of the stakeholders and the discussion held during the open house discussion and noted the level of competition in the market due to the presence of multiple Broadcasters, DPOs (MSO/DTH/HITS/IPTV) and LCOs. Accordingly, there is a need to provide flexibility to the service providers for enabling them to adopt to the dynamic market conditions while at the same time safeguarding the interest of consumers and small players through transparency, accountability and equitability. 

Based on the above considerations, TRAI has notified the amendments to Tariff Order 2017, Interconnection Regulations 2017 and QoS Regulation 2017. The primary objective of these amendments includes the following:

a) Facilitate growth of the broadcasting sector by reducing regulatory mandates and compliance requirements.
b) Provide flexibility to the service providers to adopt a market driven approach while safeguarding the interest of the consumers and small players through transparency, accountability and equitability.
c) Promoting ease of doing business by simplifying the regulatory provisions.

The salient features of these amendments include the following:

A. Tariff Order

i. Ceilings of Rs 130 for 200 channels and Rs 160 on more than 200 channels have been removed on Network Capacity Fee (NCF) and is kept under forbearance to make it market driven as well as equitable. Service provider may now charge different NCF based on number of channels, different regions, different customer classes or any combination thereof. To ensure transparency, all such charges have to be mandatorily published by the service providers and communicated to the consumers besides reporting to the TRAI.

ii. DPOs have now been permitted to offer discount up to 45% while forming their bouquets to enable flexibility for them in forming bouquets and to offer attractive deals to the consumers. Earlier this discount was permitted only up to 15%.

iii. A pay channel available at no subscription fee on the DTH platform of the public service broadcaster has to be declared free-to-air by the broadcaster of the channel for all the addressable distribution platforms also so as to have a level-playing field.

iv. DPOs have been mandated to declare tariff of their platform services. 

B. Interconnection Regulations

i. With the proliferation of HD television sets and to encourage transmission of high-definition content, distinction between HD and SD channels has been removed for the purpose of carriage fee.

ii. Carriage fee regime simplified and made technology neutral by prescribing only single ceiling for carriage fee, thereby, providing the DPOs with the option to charge a lesser carriage fee as deemed appropriate.

iii. The above measures are expected to not only simplify the offerings of the service providers to the consumers but also promote the availability of high-quality channels. 


C. QoS Regulations

i. Charges for services like installation and activation, visiting, relocation and temporary suspension which were prescribed earlier under regulation have now been kept under forbearance. DPOs have to publish the charges of their services for clarity and transparency to consumers.

ii. Relaxation of certain regulatory compliances for small DPOs.

iii. Duration/Term/Validity of all prepaid subscriptions to be specified in number of days only for greater clarity to the consumers.

iv. DPOs may display Distributor Retail Price (DRP) in the electronic programme guide (EPG) along with MRP for channels.

v. DPOs to categorise platform service channels under the genre 'Platform Services' in the EPG.

vi. DPOs to display respective MRP of the platform service channel in the EPG against each platform service to ensure transparency.

vii. DPOs to provide an option of activation/deactivation of any platform
service.

D. Financial disincentives have been introduced for contravention to provisions of the Tariff Order and certain other provisions of Interconnection Regulation and QoS Regulation to ensure accountability of service providers.

E. Service providers to publish all the information related to tariff and other charges which have now been kept under forbearance, on their websites. Moreover, they need to communicate the tariff and other charges to the subscribers, pertaining to the plans being subscribed.

Further, the Authority also issued recommendations to MIB on certain issues covered in the consultation process. These issues include 'Listingof channels in Electronic Programme Guide' and transition of 'DD Free Dish' to an addressable system.

The salient features of these recommendations are as follows: 

A. Listing of channels in EPG:

While giving permission to each channel, MIB to seek information from broadcasters about primary language of each channel and subGenre of every non-news channel as per Interconnection Regulation 2017 and display the same on Broadcast Seva portal of MIB to enable DPOs to place the channel at appropriate place in the EPG for easy navigation by the consumers, in accordance with the present regulation. 

B. Upgradation of DD Free Dish platform to an addressable system:

i. In order to ensure quality of viewing experience, prevent unauthorized re-transmission of television channels to combat piracy and maintain the record of subscribers, Prasar Bharati to take steps to convert DD Free Dish platform from a nonaddressable system to an addressable system and make a beginning by encrypting the signals of private satellite television channels at DD Free Dish headend before uplinking. Subsequently, all other channels of DD Free Dish may also be transmitted in encrypted form.

ii. Public service broadcaster will be provided with the requisite exemptions of TRAI Regulations, once such notification is issued by MIB.

iii. Prasar Bharati may utilize indigenous technologies for Conditional Access System (CAS), Subscriber Management System (SMS) and interoperable Set Top Boxes (STBs). 

iv. Prasar Bharati should adopt interoperable STBs for DD Free Dish to act as catalyst for transitioning the entire ecosystem from operator-based STBs to interoperable STBs to empower consumers' choice. This will eliminate the need for changing STBs every time the service provider is changed.

v. A roadmap for transition of DD Free Dish from non-addressable to addressable platform along with authorizing manufacturers and distributors by Prasar Bharati for sales and aftersales service of STBs, has been suggested to MIB.

vi. MIB may direct private DPOs to adopt and implement interoperable STBs.

It is to be noted that TRAI in the present amendments, addressed those issues which were covered in the consultation paper dated 8th August 2023. However, during the consultation process for these amendments, certain other issues were also raised by various stakeholders which need to undergo a detailed consultation process for the consideration of TRAI. These issues and suggestions have been noted and TRAI will come out with a comprehensive consultation paper soon to address the relevant issues.

TRAI puts NCF under forbearance; Watching dish and cable TV may become cheaper

Epic Games has intensified its battle against Apple over the launch of its own game store on iOS. In a series of tweets, Tim Sweeney, CEO of Epic Games, wrote, “Apple’s DMA saga has taken a turn towards the absurd. Apple is now telling reporters that this approval is temporary and they are demanding we change the buttons in the next version, which would make our store less standard and harder to use. We’ll fight this.”

Epic has been fighting Apple for years over the company’s revenue-sharing requirements in the App Store. While Epic’s antitrust lawsuit against Apple was defeated last year, many of its criticisms were echoed in a different lawsuit filed against Apple in March by the Department of Justice and 17 state attorneys general.

The new Digital Markets Act in Europe allowed Epic to launch its own Epic Games Store on iOS and to bring Fortnite back to the platform with reduced commissions to Apple. However, Apple supposedly rejected the game store twice over elements it said were too similar to its own App Store, particularly the “install” and “in-app purchase” buttons.

Once Epic went public on Friday with its complaints about Apple’s “arbitrary, obstructive” rejections and said it reported its concerns to European regulators, Apple approved the game store but said Epic would still need to make changes in a future update.

It looks like Epic Games, the maker of Fortnite, will resist making further changes to its game store. "We are using the same 'Install' and 'In-app purchases' naming conventions that are used across popular app stores on multiple platforms and are following standard conventions for buttons in iOS apps," Epic said in a series of posts on X.

"Apple's rejection is arbitrary, obstructive, and in violation of the DMA (Digital Markets Act), and we've shared our concerns with the European Commission," it said. Apple stated it was working with Epic to resolve the issue and launch its games marketplace.

Epic and Apple have been embroiled in a legal battle since 2020 when the gaming firm alleged that Apple's practice of charging up to 30 percent commissions on in-app payments on its iPhone Operating System (iOS) devices violated U.S. antitrust rules. Early this year, Apple proposed changes to its App Store policies to comply with certain directives of the DMA that went into force in March.


Epic Games CEO to fight against Apple’s app store policies

Bajaj Auto has announced the launch of Freedom, the world’s first CNG motorcycle. This innovation in the two-wheeler industry will provide a cost-effective and environmentally friendly alternative to traditional petrol motorcycles.

The Bajaj Freedom CNG motorcycle offers ~50 percent cost savings by significantly reducing fuel expenses, as compared to similar petrol motorcycles. The CNG tank provides a range of 200+ km on just 2 kg of CNG fuel. Additionally, it has a 2-liter petrol tank which performs as a range extender, offering over 130 km of range in case the CNG tank empties, ensuring an uninterrupted journey.

CNG combustion produces approximately 26.7 percent less CO2 emissions than petrol, contributing to mitigating climate change. Additionally, CNG vehicles emit 85 percent lower NMHC’s (non-methane hydrocarbons) and 43 percent less NOx (nitrogen oxide).

The challenge posed in creating a CNG motorcycle is the packaging, given the compact nature of motorcycles compared to cars. The Bajaj Freedom CNG Motorcycle has an integrated CNG tank and kit housed securely in a trellis frame, with proven safety through rigorous testing. A horizontally inclined engine and a Link-Mono shock system optimize space and provide a stable ride. The design features a saddle height of 825mm and a narrow mid-section for easy ground contact. Despite the CNG tank, smart weight-saving measures maintain a similar center of gravity to petrol motorcycles, ensuring neutral handling and rider confidence. The mono-linked type suspension offers better wheel travel and comfort, making the motorcycle suitable for various riding conditions.

Rakesh Sharma, Executive Director of Bajaj Auto Ltd., said,” The Bajaj Freedom 125 showcases Bajaj Auto Ltd. R&D and manufacturing prowess. Through innovation Bajaj Auto Ltd. has addressed the twin challenge of reducing rising fuel costs and reducing the environmental footprint from travel. The initiative also aligns strongly with the government of India Infrastructure projects if building a CNG network driven by the need to use cleaner fuels and save foreign tourism exchange. Over 75% of 2-wheeler customers rate fuel efficiency as a key attribute. Freedom 125 is aimed at all such customers, and we invite them to ‘Ride the Change.”




Bajaj Auto along with Nitin Gadkari launch world's first CNG motorcycle

At the Storyboard18, Global Pioneers Summit, Kunal Shah, founder and CEO of CRED, offered a candid reflection on artificial intelligence, positioning curiosity—not expertise—as the key to navigating the accelerating technological landscape.

“The advantage of being ‘dumb’ is that you ask unlimited questions,” Shah said. “AI is magical for people like me who are perpetually curious.” Far from self-deprecating, his remarks underscored a broader point: those who embrace not knowing are often better equipped to harness the power of emerging tools.

Shah criticized what he called “expert denialism” of AI, contrasting it with his own relentless inquiry—“I ask around 100 questions a day,” he noted — fueled by AI’s capacity to deliver instant insight. He predicted that the technology will redefine creativity by enabling “hybrids,” individuals who use AI to think deeper and faster.

“True creatives will thrive,” he said. “AI offers prompts, feedback, and new perspectives. But those who rely on rote processes will be exposed.”


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Asked whether AI has lowered the creative bar, Shah offered a more nuanced view: “Originality is just connecting more dots across broader contexts. AI helps gather those dots faster. The challenge is making meaning from them.”

The advertising world, he argued, has already been reshaped. “You once needed a top agency to produce a good ad. Now, an intern with AI can replicate 80 percent of that.” As tools improve, so too will our ability to filter mediocrity and sharpen creative taste.

Shah also touched on shifting cultural dynamics, noting that digital saturation has dulled attention spans. “Younger people are perpetually bored. They’ve consumed everything - Korean dramas, global memes, TikToks. It takes more to move them.”

At CRED, that insight led to a deliberate break from convention. “No one knew what we did at first. That confusion got people talking. That was the win.”

He observed a generational power shift in households, with teens often driving digital adoption. “Every home has a de facto CTO aged 10 to 18. They’re also becoming the procurement officers. Businesses will cater to them.”

This generational shift, coupled with AI’s rise, may upend how we spend time and money. Shah divides transactions into two categories: boring (bill payments, errands) and interesting (experiences, entertainment). AI, he believes, will increasingly automate the former, freeing people to invest in the latter.

He warned, however, that AI may deepen existing divides. “In India, 20 to 30 million people drive the bulk of consumption. These consumers are already global in their tastes—and increasingly difficult to engage.”

Shah imagines a near future with radically diminished advertising. “Soon, TVs will skip ads by default. AI agents will shop for us without seeing a single brand message. That changes everything.”

Looking ahead, Shah’s concern is not technological progress but human adaptability. “The tech is outpacing our ability to keep up. Most people aren’t wired for constant reinvention. But some are. The question is: which kind are you?”

WATCH: Kunal Shah on AI, creativity, and the future of human adaptation

As the 18th season of the Indian Premier League coincides with soaring summer temperatures, the soft drink market has become a battleground for an intensified modern Cola War. With Campa challenging industry titans Coca-Cola and PepsiCo, the competition has escalated, marked by aggressive pricing strategies and high-profile advertising campaigns.

<a href="https://www.storyboard18.com/special-coverage/democratisation-partnerships-and-purpose-driven-growth-to-achieve-viksit-bharat-jagrut-kotecha-of-pepsico-60598.htm">PepsiCo’s Jagrut Kotecha on collaboration, purpose, and the future of business in India</a>

<a href="https://www.storyboard18.com/special-coverage/in-photos-at-global-pioneers-summit-visionaries-chart-the-future-of-business-and-creativity-60703.htm">IN PHOTOS: At Global Pioneers Summit, visionaries chart the future of business and creativity</a>

In an effort to capture market share, all three brands have embraced an accessible pricing model, offering products at Rs 10. Campa Cola has positioned its 200 ml bottle at this price point, while Coca-Cola has reduced its 250 ml variant from Rs 20 to Rs 15. Meanwhile, both Coca-Cola and PepsiCo have expanded their portfolios with sugar-free options, trying to address health-conscious consumers and Campa's fast-paced growth and marketing. 

Coca-Cola, reinforcing its commitment to affordability, introduced a Rs 10 Coke Zero pack, while PepsiCo countered with Pepsi Black in a comparable price range. But the race to attract consumers is as much about nostalgia and branding as it is about affordability.

At the Storyboard18 Global Pioneers Summit, Jagrut Kotecha, PepsiCo’s CEO for India and South Asia, spoke about the company’s strategic evolution. "For PepsiCo, consumers are at the heart of every campaign, and we design products with them in mind," Kotecha said, positioning the company as a brand that goes beyond cola.

The competition has been highlighted by a series of advertising face-offs. Earlier this month, PepsiCo took a direct shot at Coca-Cola’s “Half Time” campaign during a marquee India-Pakistan match, flipping the narrative with: Why stop at halftime when it's ALWAYS Pepsi Time? The campaign leveraged nostalgia, which Kotecha described as a key driver of consumer engagement.

While the Coca-Cola and PepsiCo rivalry is decades-old, the reemergence of Campa Cola has added a new dimension. Kotecha acknowledged that while PepsiCo maintains a challenger mindset, adaptability remains key. "Whether as a market leader or follower, agility enables us to stay ahead," he noted.

“All our campaigns - past and present - are deeply consumer-centric. We are consumer mavericks, putting them at the core of everything we do,” he said. “The nostalgia factor resonated strongly. That’s why Pepsi remains a beloved trademark.”

Beyond competition, Kotecha emphasized collaboration on sustainability initiatives, particularly in plastic waste management. He highlighted PepsiCo’s role in the “WeCare” forum, an alliance of 25-27 companies dedicated to recycling efforts. "When we share a common goal, we can put competition aside," he said, citing the program’s success in achieving 100% recycling of materials.

Addressing the growing skepticism around purpose-driven brands, Kotecha argued that authenticity is critical. "Consumers are astute; they can sense when a brand's purpose isn’t genuine," he said, citing Lay’s partnerships with 27,000 farmers as an example of corporate social responsibility embedded in business strategy.

He also stressed the importance of risk-taking and innovation, asserting that “predictable ideas don’t lead to breakthroughs.” On failure, Kotecha offered a pragmatic view: "Failure is just the first attempt at learning. The real issue is not taking action; failing is part of the process."

<a href="https://www.storyboard18.com/special-coverage/dream11s-ipl-campaign-creators-unveil-behind-the-scenes-insights-at-storyboard18s-global-pioneers-summit-60662.htm">Dream11’s IPL campaign creators unveil behind-the-scenes insights at Storyboard18’s Global Pioneers Summit</a>

WATCH THE SPEECH HERE:

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PepsiCo's CEO says 'consumer maverick' mindset drives success amid Cola Wars

The enduring value of deep reading remains as vital as ever in an era defined by the rapid consumption of digital content. At the Global Pioneers Summit 2025, Michael Sheldrick, author and co-founder of Global Citizen, highlighted the transformative power of books—not just in his own life, but as a tool for fostering critical thinking and meaningful societal progress. In conversation with author and columnist Reeta Ramamurthy Gupta, Sheldrick made the case for reading as a vehicle for both personal and global change.

For Sheldrick, books have never been merely a pastime; they have been a guidepost. He credited The Road Less Traveled by M. Scott Peck as a foundational influence, one that encouraged him to embrace unconventional paths. That philosophy ultimately led him to establish Global Citizen, an advocacy organization committed to tackling global challenges through activism and policy change.

"A book that truly resonated with me as I was finishing high school was The Road Less Traveled by M. Scott Peck," Sheldrick said. "I struggled academically and athletically, often feeling like an outsider. But thanks to a teacher who believed in me, I made it to university to study law. That same teacher recommended The Road Less Traveled, which taught me about bravery, resilience, and the power of forging one’s own path. It became a source of comfort and clarity as I navigated law school and beyond."

A key theme that emerged from the discussion was the importance of engaging with literature that challenges one’s own viewpoints. Sheldrick pointed to Churchill’s Shadow, a book that offers a critical perspective on Winston Churchill, as an example of how reading can strengthen critical thinking and prevent historical idolization. This, he noted, aligns with the philosophy of John Stuart Mill, who argued that ideas grow stronger when they are rigorously debated.

"It’s important to read about leaders you admire—not just to celebrate their triumphs, but to understand their flaws," Sheldrick observed. "Society falters when we place individuals on pedestals without reckoning with their complexities. Churchill’s Shadow was eye-opening for me. Growing up with British parents, Churchill was revered in my household. But admiration must be accompanied by analysis. He stood firmly against fascism, but that does not absolve him of his missteps. As John Stuart Mill put it, our ideas gain strength when we challenge them."

Sheldrick also cited Same as Ever by Morgan Housel, which posits that enduring success is rooted in understanding unchanging principles rather than chasing fleeting trends. This insight, he suggested, is equally relevant in business and activism, where piloting ideas before scaling them can help organizations avoid costly missteps.

Moreover, he stressed the fundamental role of storytelling in advocacy and marketing. According to Sheldrick, the ability to articulate an organization’s mission compellingly is crucial for engagement and impact. He invoked a guiding principle: "No one can do everything, but everyone can do something."

In a nod to the evolving role of technology, Sheldrick acknowledged that artificial intelligence has the potential to enhance reading comprehension—but only if used judiciously. "AI can be a powerful tool for expanding our understanding, allowing us to wrestle with complex concepts more effectively," he said. "But it shouldn’t be a shortcut. The data is clear: over-reliance on summaries and digital shortcuts can erode cognitive abilities, critical thinking, and even mental health, leading to anxiety and apathy. More than that, it strips away the joy of reading. There is something irreplaceable about the act of immersing oneself in a book, about disappearing into another world. That kind of happiness is not easily replicated."

Ultimately, Sheldrick’s message was one of urgency and optimism: reading is not merely a habit, but a cornerstone of leadership and innovation. By engaging with diverse perspectives, focusing on enduring truths, and embracing the art of storytelling, individuals can equip themselves to become sharper thinkers and more effective leaders. In an age of fleeting information, books remain a steadfast source of wisdom and transformation.

More about the Storyboard18 Global Pioneers Summit

The Global Pioneers Summit is a celebration and exploration of the transformative potential of creativity, empowering individuals and businesses to think differently, act boldly, and craft a future that resonates with purpose and vision. Creativity is not just about artistic expression — it is a force for solving real-world problems, innovating products, and creating connections in ways that traditional methods cannot. And there are pioneers behind this shift, who have dared to think different.

The Global Pioneers Summit stands as a premier celebration of the visionary forces propelling businesses forward, spotlighting the global brands emerging from India — an ever-growing hub of creativity and innovation on the world stage.

From groundbreaking innovations to impactful storytelling, key decision-makers and innovators from business, marketing, advertising, tech, and academia exchange insights, build connections, and draw inspiration from some of the most compelling work driving industries forward globally.

In today's rapidly evolving world, creativity can be a powerful force to drive business growth, shape industries, and influence societal behavior, culture, and values. Storyboard18 Global Pioneers Summit puts the spotlight on the true purpose and power of creativity and the pioneers leading the way.

Watch video here:

<iframe width="560" height="315" src="https://www.youtube.com/embed/Zh1kASKToP8?si=q2IUAV8K-RCB2o1j" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

The lost art of reading: Why Michael Sheldrick says books are the key to changing the world

India’s gaming industry is evolving at breakneck speed. With thriving communities and brands vying for attention, the next level looks like a massive opportunity for brands, storytellers, and communities to co-create. At Storyboard18's Global Pioneers Summit, Srinjoy Das, Associate Director of Marketing, Krafton India and Rahul Mathew, Chief Creative Officer & Executive Director, DDB Mudra Group discussed how creativity, community building, and brand partnerships are shaping the future of gaming in India.

Das stated, "We’re now a nearly $4 billion industry, with over 750 million internet users. Gaming was always poised to take center stage. At Krafton, BGMI was an early adopter at the cusp of India’s internet revolution, and that gave us a massive amount of community and brand love to work with. When brands engage with us now, the possibilities are vast. For example, an auto company recently integrated one of their car models directly into our game. Think about that—driving inside a high-emotion, high-involvement environment like a video game. It creates a deep emotional attachment to the brand.

While addressing the importance of marketing in gaming, Mathew reflected, "Gaming has become more than entertainment—it’s a cultural and social phenomenon. From a creative standpoint, brands need to integrate into gaming ecosystems without disrupting the user experience."

"The most amazing thing about gaming is how immersive it is. When a gamer is in, you’ve got 100% of their attention. But that also means brands must be authentic. Communities will reject you if you don’t align with who they are. It’s like what happened with LGBTQ+ representation. Initially, brands jumped in because it was the "right" thing. But eventually, communities asked, “Why are you talking to me? What are you really doing for us?” That reckoning will come to gaming too. The sooner brands start respecting and understanding the community, the longer their journey in gaming will last," Mathew explained.

On storytelling in the gaming world, Mathew noted, "There’s no one-size-fits-all approach. You just have to be interesting and relevant to the community. Gaming gives you enormous insights—stories, data, behaviors. You can customize stories to individual players based on how they behave in-game. That’s powerful."

"When I did my first campaign for BGMI three years ago, I was blown away. The commitment of the community is insane. Sometimes, all we need to do is drop something and step back—it takes on a life of its own. Recently, we found a couple who met and fell in love through BGMI. Not just friendships—actual love stories are emerging from this space. So we’re organizing a real wedding inside the game for them. It’ll be a hybrid offline-online event, complete with baraat, mehendi, and sangeet. We’re redesigning maps with the community to create a full shaadi experience," Mathew added.

Read More:<a href="https://www.storyboard18.com/special-coverage/largest-employer-in-the-world-is-inefficiency-ai-is-eliminating-that-rapidly-creds-kunal-shah-60600.htm" rel="noopener" target="_blank">Largest employer in the world is inefficiency; AI is eliminating that rapidly: CRED's Kunal Shah</a>

Offering his perspective on gaming as a cultural platform, Das observed, "BGMI today isn’t just a game—it’s a cultural platform. When people play, they talk about everything: canteen gossip, friends, life. It’s becoming a space for bonding and expression. Sometimes I switch on voice chat just to hear what people are saying. They’re not discussing gameplay—they’re building connections. We’re unintentionally giving Tinder a run for its money! But jokes aside, this is an incredibly emotional space. Millions of people will watch that wedding—not on YouTube or Instagram—but inside the game."

Turning the focus to Indianization and Cultural Relevance of gaming, Das pointed out," For us, localization goes beyond language. For example, we’ve introduced voice commands in regional languages—Gujarati, Bengali, and more. That’s just one layer. We also partner with Indian brands—auto companies, QSRs, fashion labels—to bring their presence into the game’s menus and environments. Players can wear sherwanis or even play as Ranveer Singh, one of our ambassadors."

"We’ve created full shows based on the game, not just product placements. One of our series has an IMDb rating of 8.8 and millions of views. Last Diwali, we told a story of four friends from different parts of India who became a squad through BGMI. That short film earned 10 million views and was shortlisted at Spikes Asia. So yes, for us, localization is full Indianization. The "I" in BGMI stands for India," Das shared.

Read More:<a href="https://www.storyboard18.com/special-coverage/colgate-palmolives-prabha-narasimhan-on-prioritizing-integrity-instead-of-metrics-in-business-60587.htm" rel="noopener" target="_blank">Colgate-Palmolive's Prabha Narasimhan on prioritizing integrity instead of metrics in business</a>

Shedding light on gamification of culture, Mathew noted, "It’s not just brands participating in culture—it’s games gamifying culture. Language, fashion, even memes come out of this world. Words like “OP” (overpowered) come from gaming, and now Gen Z uses it across social media. That’s deep cultural integration.
If brands want to tap into this, they need to live the culture. Our teams are led by actual gamers. They tell us what will work—and what won’t."

While discussing the future of BGMI and Indian Gaming, Das reflected, "You can’t rest. Attention spans are short, and competition is relentless. That’s why we break traditional marketing rules. Instead of 2–3 campaigns a year, we do 20–30. We’re planning everything from an anime series, to feature updates, and engagement-driven campaigns where YouTube, Instagram, and in-game experiences are all interconnected."

"The future of gaming marketing is symbiotic, social, and surprise-driven," Das added.

Read More:<a href="https://www.storyboard18.com/special-coverage/wpps-daniel-hulme-on-how-ai-agents-are-the-future-of-marketing-60639.htm" rel="noopener" target="_blank">WPP's Daniel Hulme on how AI Agents are the future of marketing</a>

More about the Storyboard18 Global Pioneers Summit

The Global Pioneers Summit is a celebration and exploration of the transformative potential of creativity, empowering individuals and businesses to think differently, act boldly, and craft a future that resonates with purpose and vision. Creativity is not just about artistic expression — it is a force for solving real-world problems, innovating products, and creating connections in ways that traditional methods cannot. And there are pioneers behind this shift, who have dared to think different.

The Global Pioneers Summit stands as a premier celebration of the visionary forces propelling businesses forward, spotlighting the global brands emerging from India — an ever-growing hub of creativity and innovation on the world stage.

From groundbreaking innovations to impactful storytelling, key decision-makers and innovators from business, marketing, advertising, tech, and academia exchange insights, build connections, and draw inspiration from some of the most compelling work driving industries forward globally.

In today's rapidly evolving world, creativity can be a powerful force to drive business growth, shape industries, and influence societal behavior, culture, and values. Storyboard18 Global Pioneers Summit puts the spotlight on the true purpose and power of creativity and the pioneers leading the way.

Watch the video here:

<iframe width="560" height="315" src="https://www.youtube.com/embed/8tG5DH_ckBU?si=5UTnor1vRswwuMU7" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

Krafton's Srinjoy Das at GPS 2025: Future of gaming marketing is symbiotic, social, and surprise-driven

As the Indian Premier League (IPL) continues to command attention across the nation, marketing experts are advocating for an omnichannel approach to advertising, urging brands to expand their presence beyond traditional platforms.

<a href="https://www.storyboard18.com/special-coverage/leading-with-purpose-creates-win-for-consumers-community-and-business-hina-nagarajan-of-diageo-india-60584.htm">Leading with purpose creates win for consumers, community, and business: Hina Nagarajan of Diageo India</a>

"Since IPL is omnipresent - with consumers simultaneously scrolling, tweeting, and shopping during matches—leveraging a cross-channel strategy is crucial to capturing fragmented attention across the open web, social media, and mobile platforms," said Saurabh Khattar, Country Manager at IAS India. "Brands should move beyond a single-screen focus and adopt a multichannel approach."

Speaking at the Storyboard18 Global Pioneers Summit 2025, Khattar emphasized the importance of contextual advertising, advising brands to align their campaigns with key IPL moments. "Beyond brand safety, marketers must prioritize measuring audience attention and optimizing ad spend to maximize returns on advertising investment (ROAS)," he noted.

<a href="https://www.storyboard18.com/special-coverage/colgate-palmolives-prabha-narasimhan-on-prioritizing-integrity-instead-of-metrics-in-business-60587.htm">Colgate-Palmolive's Prabha Narasimhan on prioritizing integrity instead of metrics in business</a>

The shifting dynamics of media consumption were also a focal point of discussion. Tushar Malhotra, Director of Sales and Marketing at Bisleri India, highlighted the growing influence of younger consumers. "The digital landscape has evolved rapidly. Traditional metrics like Share of Voice (SOV) and Gross Rating Points (GRP) once dominated advertising budgets, but Gen Z audiences are moving away from television in favor of digital platforms. To engage this demographic effectively, brands must cultivate a strong digital presence," Malhotra said.

He further emphasized the need for an integrated marketing approach, in which messaging is seamlessly distributed across multiple channels to reach a diverse consumer base.

MVS Murthy, Chief Marketing Officer at Federal Bank, acknowledged the challenges of engaging an increasingly fragmented audience. "My concern is whether a narrative designed for a 45-second television spot can be effectively translated into an Instagram Reel," he said. With consumers engaging with media content around the clock, brands must find innovative ways to remain relevant and sustain audience engagement, he added.

<a href="https://www.storyboard18.com/special-coverage/democratisation-partnerships-and-purpose-driven-growth-to-achieve-viksit-bharat-jagrut-kotecha-of-pepsico-60598.htm">Democratisation, partnerships, and purpose-driven growth to achieve 'Viksit Bharat': Jagrut Kotecha of PepsiCo</a>

Looking ahead, Murthy predicted that global brands will prioritize measurable advertising performance, while mid-sized companies may continue to allocate resources to non-digital channels. "We are witnessing a significant shift in above-the-line (ATL) advertising as mid-market and mid-tier segments in India experience growth," he observed.

Khattar also highlighted the growing role of Connected TV (CTV) in digital marketing. "Digital and video marketing are expanding rapidly, and within this space, CTV has emerged as a premium channel," he said. "In 2023, India had nearly 28 million CTV households, a number expected to reach 50 million by the end of 2025. As a result, ad-supported streaming is on the rise, offering brands enhanced measurability and real-time optimization capabilities."

As digital media consumption patterns continue to evolve, marketers remain focused on devising innovative strategies to keep pace with an ever-changing landscape.

<a href="https://www.storyboard18.com/special-coverage/dream11s-ipl-campaign-creators-unveil-behind-the-scenes-insights-at-storyboard18s-global-pioneers-summit-60662.htm">Dream11's IPL campaign creators unveil behind-the-scenes insights at Storyboard18's Global Pioneers Summit</a>


More about the Storyboard18 Global Pioneers Summit

The Global Pioneers Summit is a celebration and exploration of the transformative potential of creativity, empowering individuals and businesses to think differently, act boldly, and craft a future that resonates with purpose and vision. Creativity is not just about artistic expression — it is a force for solving real-world problems, innovating products, and creating connections in ways that traditional methods cannot. And there are pioneers behind this shift, who have dared to think different.

The Global Pioneers Summit stands as a premier celebration of the visionary forces propelling businesses forward, spotlighting the global brands emerging from India — an ever-growing hub of creativity and innovation on the world stage. From groundbreaking innovations to impactful storytelling, key decision-makers and innovators from business, marketing, advertising, tech, and academia exchange insights, build connections, and draw inspiration from some of the most compelling work driving industries forward globally.

In today's rapidly evolving world, creativity can be a powerful force to drive business growth, shape industries, and influence societal behavior, culture, and values. Storyboard18 Global Pioneers Summit puts the spotlight on the true purpose and power of creativity and the pioneers leading the way.

Watch here:

<iframe width="560" height="315" src="https://www.youtube.com/embed/feussUiVNDM?si=YcA81JZiESDvendD" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

Cricket, commerce, connectivity: Top marketers on how brands can win big in IPL

Dream11's latest Indian Premier League (IPL) campaign has captured massive attention—not just for its star-studded lineup but for its sharp writing and high production value. Featuring Bollywood icons Aamir Khan and Ranbir Kapoor alongside cricketing superstars Rohit Sharma, Hardik Pandya, and Jasprit Bumrah, the ad has struck a chord with audiences. By blending nostalgia, humor, and competitive team-building, Dream11’s drama-filled IPL campaign, 'Aapki Team Mein Kaun,' proves that great advertising is about more than just big budgets and big names.

To offer a glimpse into what went behind the making of this masterstroke campaign, Adarsh Atal, Group Chief Creative Officer at Quotient Ventures, and Shriram Iyer, Co-founder of ZeroFifty Mediawork—the duo behind the concept—joined renowned filmmaker Nitesh Tiwari, who directed the ad, to share exclusive insights into how the campaign took shape and captured the nation’s imagination, at Storyboard18's Global Pioneers Summit on March 28. 


Read more: <a href="https://www.storyboard18.com/special-coverage/creativity-is-the-force-to-change-human-future-devika-bulchandani-of-ogilvy-60629.htm">Creativity is the force to change human future: Devika Bulchandani of Ogilvy</a>

Reflecting on his experience working with cricketers and directing them for the campaign, Tiwari remarked, "I have worked with each one of them in the past... most of them are very competent. It surprises me every time I work with them." 

Having collaborated with most of the featured cricketers in previous Dream11 campaigns, he noted that familiarity made things easier. "If you're working with somebody for the first time, it takes a while for that person to understand your style of working and for you to understand how to bring out the best in them. So that made it very easy."

One key factor in the campaign’s success, according to Tiwari, is that the actors were extremely secured, who were more than willing to go out of their way to push the ad to its desired conclusion.

"...there's a small section where Aamir pulls Ranbir's cheek and so in the first take Aamir pulled his cheek a little less, and then Ranbir went and told him do it harder and make him look odd as the scene required (upon being called as Ranveer Singh). There are small things that make so much of a difference," he shared.

Discussing the challenge of directing cricketers, Tiwari emphasised the importance of understanding their psychology. 

"They are extremely disciplined and follow instructions brilliantly. That's what makes them great cricketers. They know how to follow instructions. You just need to know how to brief them—and then they will surprise you."

Read more: <a href="https://www.storyboard18.com/special-coverage/leading-with-purpose-creates-win-for-consumers-community-and-business-hina-nagarajan-of-diageo-india-60584.htm">Leading with purpose creates win for consumers, community, and business: Hina Nagarajan of Diageo India</a>

Storyboard18 earlier reported that the campaign is estimated to have cost over Rs 80 crore, including production expenses, celebrity fees, and media amplification. But money alone isn’t what made it work. What truly set this campaign apart was the writing—every line carried weight. As the ad went viral on social media, some netizens even called Dream11’s dramatic 2.5-minute ad "better than an entire 2.5-hour Bollywood movie."

When asked if creating a big-game ad was intentional, Iyer responded that the brand's ambition was clear: to deliver entertainment alongside its core messaging.

"It is the time of year that a fantasy gaming brand must own. If you're going to be present at this decibel level, if you're going to be this visible, then you have no right to bore or irritate people. The onus is on us to work harder. I don't think we've ever been more serious about comedy."

Addressing whether a sky’s-the-limit budget impacts creativity, Iyer emphasised that "it’s always idea first. If it’s worth it, and if there’s a client who believes it works for business, then you scale up. It's not predetermined that you're going to spend money."

Read more: <a href="https://www.storyboard18.com/special-coverage/democratisation-partnerships-and-purpose-driven-growth-to-achieve-viksit-bharat-jagrut-kotecha-of-pepsico-60598.htm">Democratisation, partnerships, and purpose-driven growth to achieve 'Viksit Bharat': Jagrut Kotecha of PepsiCo</a>

Atal added, "The most important resources provided to us were time and trust. It took a while to get to the idea we wanted—not because we came up with it at the last moment, but because we explored many different ideas before zeroing in on this one. Then we spent a lot of time refining it. I would call it the budget of trust."

Regarding logistical challenges, he noted, "We don’t necessarily worry about cost. But yes, logistics come into play because we are dealing with celebrity schedules and cricketers’ time. But it's always idea first, fun first—what makes us vibe with it."

Comparing this year’s IPL campaign for Dream11 with previous ones, he also highlighted that the standards were different this year because the team had more fun, but that meant next year’s challenge would be even tougher. "That’s how we look at it. We start even earlier each time. There’s constant pressure to make it better than the last. And finally, when you land on one idea, it just feels right to everyone in the room."

Iyer further explained that evaluating an idea involves multiple lenses, even for clients. 

"We have the game—fantasy gaming on Dream11—we have the fans of the sport, and we have executional elements. But we are always looking for an idea that sits at the intersection of the sport, the game, and the fan. It’s very important for an idea to tick these three boxes. 

Entertainment is a given, but sport, game, and fan are non-negotiable. Sometimes, ideas don’t tick all three boxes. At the end of the day, money is being invested, and this is one of the biggest platforms. While entertainment is an objective, there is also a marketing objective, and certain lenses help the client decide whether to greenlight an idea," he explained.

Reflecting on the behind-the-scenes experience, the creative team highlighted how the actors and cricketers were relaxed and fun to work with on set. 

Atal shared, "They were so chilled out and into the fun that we even shot extra films that weren’t planned beforehand. For instance, there’s a commercial titled ‘Rapid Fire’ that was entirely cracked on set in one go."

Iyer added that it was refreshing to see actors so involved in their craft, especially for a commercial.

"Typically, you don’t expect actors to be that committed to an ad. But they were so in it that it felt like rehearsing a scene from a movie. I saw them improvise. One thing that stood out was that they fully embraced the joke being on them—and they loved it. That’s a great signal for the entire industry: we all need to take ourselves less seriously."

Read more:<a href="https://www.storyboard18.com/special-coverage/devika-bulchandani-piyush-pandey-discuss-short-form-advertising-and-being-purpose-driven-at-storyboard18s-global-pioneers-summit-60640.htm"> Devika Bulchandani, Piyush Pandey discuss short-form advertising and being purpose-driven at Storyboard18's Global Pioneers Summit</a>

While this year's campaign has been a resounding success, the team is already gearing up for next year’s edition. One thing they made clear? There are no other Khans involved—at least not yet.

Under the theme "Powering Change Through Creative Catalysts," the summit highlighted the interplay of creativity and commerce, showcasing how inventive thinking fuels breakthroughs in technology, marketing, and consumer engagement. This year’s summit boasted an impressive roster of speakers from diverse fields, including government officials, corporate executives, marketing strategists, and creative pioneers. Among the notable participants were Jyotiraditya Scindia, Minister of Communications and Development of North Eastern Region; Prabha Narasimhan, MD and CEO, Colgate-Palmolive (India); and Suresh Narayanan, Chairman and MD, Nestle India, among others.

More about the Storyboard18 Global Pioneers Summit

The Global Pioneers Summit is a celebration and exploration of the transformative potential of creativity, empowering individuals and businesses to think differently, act boldly, and craft a future that resonates with purpose and vision. Creativity is not just about artistic expression — it is a force for solving real-world problems, innovating products, and creating connections in ways that traditional methods cannot. And there are pioneers behind this shift, who have dared to think different.

The Global Pioneers Summit stands as a premier celebration of the visionary forces propelling businesses forward, spotlighting the global brands emerging from India — an ever-growing hub of creativity and innovation on the world stage.

From groundbreaking innovations to impactful storytelling, key decision-makers and innovators from business, marketing, advertising, tech, and academia exchange insights, build connections, and draw inspiration from some of the most compelling work driving industries forward globally.

In today's rapidly evolving world, creativity can be a powerful force to drive business growth, shape industries, and influence societal behavior, culture, and values. Storyboard18 Global Pioneers Summit puts the spotlight on the true purpose and power of creativity and the pioneers leading the way.

WATCH THE FULL SESSION HERE:

<iframe width="560" height="315" src="https://www.youtube.com/embed/2Bkmrts3HEE?si=w-9tI9j6igPlHEqR" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

Dream11's IPL campaign creators unveil behind-the-scenes insights at Storyboard18's Global Pioneers Summit

In an era dominated by social media influencers chasing fleeting moments of viral success, Raj Shamani has charted a different course—one centered on longevity, impact, and authenticity.

Also Read: <a href="https://www.storyboard18.com/brand-makers/india-has-potential-to-oust-china-zetwerk-ceo-amrit-acharya-60652.htm">'India has potential to oust China': Zetwerk CEO Amrit Acharya</a>

Speaking at Storyboard18’s Global Pioneers Summit 2025, the entrepreneur, motivational speaker, and digital creator reflected on his unconventional path, offering insights into his content strategy and the mindset that has propelled him to prominence.

Unlike many influencers who meticulously strategize their rise to online fame, Shamani’s foray into content creation was unplanned. His early efforts revolved around conversations that intrigued him—topics spanning health, wealth, relationships, and national affairs. In 2017, he launched his first podcast, Voices with Raj, which struggled to find an audience. Yet, rather than abandon the endeavor, he persisted, refining his approach along the way.

“I started in 2017 with a podcast called Voices with Raj—people didn’t know about it, so we had to shut it down,” Shamani recounted. “Then we started another one, and I reached out to around 400 people. Only one responded, and that was Gaurav Rathuri. I don’t know where he is now, but he used to paint walls to spread social messages. He was my first guest. People didn’t know him, I don’t know where he is today, but he gave me my first chance.”

Today, his content reaches millions, serving as a testament to the power of perseverance in the creator economy.

Shamani’s approach to content is far from static. Unlike influencers who remain confined to a single niche, he regularly revisits and redefines his online persona. Every three months, he poses five critical questions to himself: What city am I from? What am I doing? What are my dreams? What are my challenges? What is my age?

“This helps me shape my persona and content,” he explained. “I only want to attract people who are on a similar journey because then they can relate to me.” By continually recalibrating his narrative, Shamani ensures his content resonates with an evolving audience, maintaining engagement and relevance.

In a world obsessed with views and engagement metrics, Shamani takes a different route. He doesn’t track daily performance but instead focuses on long-term goals. He encourages creators to think in 10 to 20-year horizons, emphasizing that success isn’t about one viral video but about sustained value creation.

Shamani also reveals that brands pay content creators for four key things: views and impressions, trust, aspirations, and education. Understanding these factors, he partners with brands that align with his content themes. This strategic approach has enabled him to build a loyal and trusting audience, rather than chasing short-term sponsorships.

According to Shamani, audience loyalty is like sleep as it requires daily effort. The moment a creator stops delivering value, the audience moves on.

With visibility comes scrutiny, yet Shamani remains unfazed by criticism. He differentiates between unconstructive negativity and valuable feedback, focusing only on insights that contribute to his growth.

“I didn’t start this because of someone’s opinion,” he stated. “So I won’t stop because of someone’s opinion.”

By focusing on authentic storytelling, continuous learning, and long-term vision, he proves that success in content creation isn’t about chasing virality but about building a meaningful brand that stands the test of time.

His philosophy highlights a fundamental shift in the influencer landscape—one where endurance and authenticity hold more weight than momentary internet stardom.

Also Read: <a href="https://www.storyboard18.com/special-coverage/wpps-daniel-hulme-on-how-ai-agents-are-the-future-of-marketing-60639.htm">WPP's Daniel Hulme on how AI Agents are the future of marketing</a>

More about the Storyboard18 Global Pioneers Summit

The Global Pioneers Summit is a celebration and exploration of the transformative potential of creativity, empowering individuals and businesses to think differently, act boldly, and craft a future that resonates with purpose and vision. Creativity is not just about artistic expression — it is a force for solving real-world problems, innovating products, and creating connections in ways that traditional methods cannot. And there are pioneers behind this shift, who have dared to think different.

The Global Pioneers Summit stands as a premier celebration of the visionary forces propelling businesses forward, spotlighting the global brands emerging from India — an ever-growing hub of creativity and innovation on the world stage.

From groundbreaking innovations to impactful storytelling, key decision-makers and innovators from business, marketing, advertising, tech, and academia exchange insights, build connections, and draw inspiration from some of the most compelling work driving industries forward globally.

In today's rapidly evolving world, creativity can be a powerful force to drive business growth, shape industries, and influence societal behavior, culture, and values. Storyboard18 Global Pioneers Summit puts the spotlight on the true purpose and power of creativity and the pioneers leading the way.

WATCH THE SESSION HERE:

<iframe width="560" height="315" src="https://www.youtube.com/embed/akB69Y-ImBQ?si=W56MccPqFFfOvgWD" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

At Storyboard18’s Global Pioneers Summit, Daniel Hulme, CEO of SATALIA and Chief AI Officer at WPP, offered a bold vision of artificial intelligence’s growing influence in marketing and business. Speaking to an audience of industry leaders, he underscored AI’s potential not only to transform marketing but also to optimize global energy consumption—potentially cutting it in half while maintaining abundance.

Read More:<a href="https://www.storyboard18.com/special-coverage/colgate-palmolives-prabha-narasimhan-on-prioritizing-integrity-instead-of-metrics-in-business-60587.htm" rel="noopener" target="_blank">Colgate-Palmolive's Prabha Narasimhan on prioritizing integrity instead of metrics in business</a>

Read More:<a href="https://www.storyboard18.com/special-coverage/largest-employer-in-the-world-is-inefficiency-ai-is-eliminating-that-rapidly-creds-kunal-shah-60600.htm" rel="noopener" target="_blank">Largest employer in the world is inefficiency; AI is eliminating that rapidly: CRED's Kunal Shah</a>

“Companies don’t have insight problems — they have decision problems,” Hulme remarked. “Automation is useful—but by definition, it’s stupid. It does the same thing repeatedly and expects different results. That’s not intelligence.”

Hulme cautioned against fixating on AI definitions, urging businesses instead to focus on its applications. “The battleground isn’t generic content — it’s brand-specific, production-grade content,” he asserted. “You’re not going to create a prompt accurate enough to make a perfect ad. You might have an AI on your phone, but that’s not a co-pilot — that’s a digital you.”

Dismissing the idea of benchmarking machines against humans, Hulme argued that using human intelligence as the gold standard is flawed. “Even professors can’t solve a media plan,” he observed. “You’re building a digital twin, whether you realize it or not. The next challenge for marketing isn’t just reaching humans — it’s reaching AI agents.”

On the topic of ethics, Hulme made a striking assertion: “There’s no such thing as AI ethics. Humans have intent — AIs don’t. It’s human intent that needs scrutiny.”

He warned of the risks of AI reinforcing biases and social bubbles. “If your AI goes too far in one direction, it could end up selling only to clones of yourself — amplifying biases instead of broadening perspectives. The question to ask is: what happens if my AI succeeds too well?”

The conversation turned personal when Hulme revealed that the CEO of WPP had been digitally cloned last year—an attempt at fraud using an AI-generated likeness.

Hulme also touched on AI’s broader implications, suggesting that advances in machine learning could have existential consequences. “Some scientists believe the first person who won’t have to die is already alive today,” he noted. “We’re now working on machine consciousness—because this future is coming faster than we thought. When superintelligence arrives, look busy, be kind, and maybe it’ll go off to a different dimension.”

On the role of leadership in an AI-powered world, Hulme emphasized the importance of talent and decision-making. “Data makes AI smart. Talent makes it work. Leadership makes it scale,” he said. “You won’t beat your competitors without differentiated AI talent. Leadership isn’t a title — it’s knowing where to place the right bets in a world transformed by AI.”

As AI continues to evolve at a breathtaking pace, Hulme’s remarks served as both a caution and a call to action, urging business leaders to navigate the opportunities and challenges of an AI-driven future with foresight and responsibility.

The summit, held on March 28 in Mumbai under the theme Powering Change Through Creative Catalysts, examined the intersection of creativity and commerce, highlighting how innovative thinking is driving advancements in technology, marketing, and consumer engagement. This year’s event drew a distinguished lineup of speakers, including government officials, corporate executives, and marketing visionaries. Among them were Jyotiraditya Scindia, Minister of Communications and Development of the North Eastern Region; Prabha Narasimhan, Managing Director and CEO of Colgate-Palmolive (India); and Suresh Narayanan, Chairman and Managing Director of Nestlé India.


More about the Storyboard18 Global Pioneers Summit

The Global Pioneers Summit is a celebration and exploration of the transformative potential of creativity, empowering individuals and businesses to think differently, act boldly, and craft a future that resonates with purpose and vision. Creativity is not just about artistic expression — it is a force for solving real-world problems, innovating products, and creating connections in ways that traditional methods cannot. And there are pioneers behind this shift, who have dared to think different.

The Global Pioneers Summit stands as a premier celebration of the visionary forces propelling businesses forward, spotlighting the global brands emerging from India — an ever-growing hub of creativity and innovation on the world stage.

From groundbreaking innovations to impactful storytelling, key decision-makers and innovators from business, marketing, advertising, tech, and academia exchange insights, build connections, and draw inspiration from some of the most compelling work driving industries forward globally.

In today's rapidly evolving world, creativity can be a powerful force to drive business growth, shape industries, and influence societal behavior, culture, and values. Storyboard18 Global Pioneers Summit puts the spotlight on the true purpose and power of creativity and the pioneers leading the way.

Watch video here:

<iframe width="560" height="315" src="https://www.youtube.com/embed/roK-kek89FA?si=D-vLKUhrK-IM7UNN" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

WPP's Daniel Hulme: 'You won’t beat your competitors without differentiated AI talent'

The notion that purpose-driven branding must be rooted in sacrifice or solemnity is a misconception, industry leaders argued at a global marketing summit. Instead, they contended, brands can just as effectively define their purpose through joy.

Read more: <a href="https://www.storyboard18.com/special-coverage/creativity-is-the-force-to-change-human-future-devika-bulchandani-of-ogilvy-60629.htm">Creativity is the force to change human future: Devika Bulchandani of Ogilvy</a>

Read more: <a href="https://www.storyboard18.com/special-coverage/democratisation-partnerships-and-purpose-driven-growth-to-achieve-viksit-bharat-jagrut-kotecha-of-pepsico-60598.htm">Democratisation, partnerships, and purpose-driven growth to achieve 'Viksit Bharat': Jagrut Kotecha of PepsiCo</a>

This perspective emerged from an insightful conversation featuring Devika Bulchandani, Global CEO of Ogilvy, and Piyush Pandey, Chief Advisor of Ogilvy India. The two advertising stalwarts joined Shubhranshu Singh, Chief Marketing Officer of CVBU at Tata Motors, in a discussion at Storyboard18’s Global Pioneers Summit on March 28.

Singh set the stage with a probing question: “Is a brand’s association with purpose an inherent trait, or is it cultivated over time?”

Bulchandani was unequivocal. “Purpose must originate from the business itself,” she asserted. “The moment we think of purpose as something that comes from the brand, we risk manufacturing it.” Without an authentic connection to a company’s core mission, she warned, purpose becomes little more than a marketing exercise.

At the same time, she challenged the prevailing idea that every product must aspire to a grand, transformative mission. “Joy can be a purpose,” she said. “Purpose doesn’t always have to be profound.”

Pandey echoed her sentiment. “Purpose doesn’t have to be about deprivation,” he said. “Purpose can be joy.”

The conversation soon pivoted to an industry-wide fixation: performance marketing.

“Everyone wants to do performance marketing,” Pandey observed. “But if you can sell to me with a compelling product message, you’re already ahead.”

With the dominance of short-form advertising on social media, the panel considered whether brands can craft meaningful content in mere seconds. Bulchandani believes they can—if done well.

"Mark Twain reportedly, once said that history doesn’t repeat itself, although it rhymes. The world, today is more populous, more connected and more affluent than ever before. There is an entirely new model for media and entertainment in terms of modality and accessibility. In this age of social media, India has a very special place being the most populous country on the planet as also the youngest," highlighted Singh.

He further added that one important shift from big, broadcast and infrequent campaigning had been towards small, social and always on campaigning. "The 20th century content world was about hits. The 21st century Digital entertainment economy is about niches," Singh stated.

“When you’re creating great short-form content, I call it ‘better, faster, laughter,’” Bulchandani said. “Can you make someone smile or laugh in six, 10, or 15 seconds? There’s value in silliness, too. Not everything needs to be deep.”

Yet she maintained that some narratives demand more time. “If you’re trying to shift deeply ingrained societal patterns—like Dove’s campaigns—that requires long-form storytelling.”

The panel also debated whether global advertising is becoming homogenized or if regional distinctions persist. Bulchandani cautioned against the assumption that what resonates in the West will automatically translate elsewhere.

“Markets like India, China, Southeast Asia, and Latin America are fundamentally different,” she said. “You can’t connect with consumers without understanding the nuances of their culture.”

Another challenge facing agencies, Singh noted, is persuading clients to take creative risks.

“The biggest champions of creativity and risk-taking aren’t in agencies—they’re inside the client’s organization,” Bulchandani responded. “The challenge is finding the person with the courage to bet on something new.”

Reflecting on her own career, she admitted that predicting success is never an exact science. “I’ve seen ideas test brilliantly and fail, and others test poorly and succeed. Clients are the real visionaries because they’re the ones putting their brand and resources on the line.”

She also shared a personal insight into her professional journey. “For me, there was both intention and happy accidents. I’ve always focused on what’s right in front of me, rather than worrying about what’s coming in 20 years or dwelling on what happened 10 days ago. I don’t know if that’s nature or nurture, but it’s how I operate.”

Her advice? “If you want to be something, first say it to yourself. Then say it out loud. Only then can you truly become it.”

A Convergence of Creativity and Commerce

Under the theme Powering Change Through Creative Catalysts, the summit highlighted how inventive thinking fuels progress in technology, marketing, and consumer engagement. This year’s event featured an impressive lineup of leaders from various industries, including government officials, corporate executives, and creative pioneers. Among them were Jyotiraditya Scindia, Minister of Communications and Development of North Eastern Region; Prabha Narasimhan, Managing Director and CEO of Colgate-Palmolive India; and Suresh Narayanan, Chairman and Managing Director of Nestlé India.

As the summit concluded, one key message resonated: creativity and purpose—when wielded effectively—can shape not only brands but also the world around them.

Read more: <a href="https://www.storyboard18.com/special-coverage/leading-with-purpose-creates-win-for-consumers-community-and-business-hina-nagarajan-of-diageo-india-60584.htm">Leading with purpose creates win for consumers, community, and business: Hina Nagarajan of Diageo India</a>

More about the Storyboard18 Global Pioneers Summit


The Global Pioneers Summit is a celebration and exploration of the transformative potential of creativity, empowering individuals and businesses to think differently, act boldly, and craft a future that resonates with purpose and vision. Creativity is not just about artistic expression — it is a force for solving real-world problems, innovating products, and creating connections in ways that traditional methods cannot. And there are pioneers behind this shift, who have dared to think different.

The Global Pioneers Summit stands as a premier celebration of the visionary forces propelling businesses forward, spotlighting the global brands emerging from India — an ever-growing hub of creativity and innovation on the world stage.

From groundbreaking innovations to impactful storytelling, key decision-makers and innovators from business, marketing, advertising, tech, and academia exchange insights, build connections, and draw inspiration from some of the most compelling work driving industries forward globally.

In today's rapidly evolving world, creativity can be a powerful force to drive business growth, shape industries, and influence societal behavior, culture, and values. Storyboard18 Global Pioneers Summit puts the spotlight on the true purpose and power of creativity and the pioneers leading the way.

Watch the video here:
<iframe width="560" height="315" src="https://www.youtube.com/embed/_kkd3VtLQ10?si=vAdlFyI7PgReCGOf" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

Ogilvy global CEO Devika Bulchandani, Piyush Pandey, Shubhranshu Singh at GPS 2025: Advertising titans champion joy as a brand purpose

At the Storyboard18 Global Pioneer Summit, Suresh Narayanan, Chairman and Managing Director of Nestlé India, and Prasoon Joshi, writer, lyricist, and CEO of McCann Worldgroup India, reflected on the role of storytelling in restoring the reputation of Maggi, the beloved instant noodle brand that faced an unprecedented crisis in 2015.

<a href="https://www.storyboard18.com/special-coverage/colgate-palmolives-prabha-narasimhan-on-prioritizing-integrity-instead-of-metrics-in-business-60587.htm">Colgate-Palmolive's Prabha Narasimhan on prioritizing integrity instead of metrics in business</a>

Narayanan recounted Maggi’s dramatic fall and resurgence, a case study in resilience rarely seen in the fast-moving consumer goods (FMCG) sector. “It is such an iconic brand and is the only brand in the history of FMCG in this country that went from market leadership to near extinction and returned to market leadership within three months of its relaunch,” he said. “I don't think any brand has faced that kind of fire and that kind of return.”

The crisis erupted in 2015 when Indian authorities alleged that Maggi contained excessive levels of lead and monosodium glutamate (MSG), leading to a nationwide ban. Social media campaigns amplified public distrust, shaking the brand’s decades-long bond with Indian consumers and tarnishing the reputation of its parent company, Nestlé, which has operated in the country for more than a century.

Following a ruling by the Bombay High Court that cleared the way for Maggi’s return, Nestlé embarked on a calculated effort to rebuild consumer trust. Advertising played a critical role in the comeback, with campaigns crafted by Joshi that tapped into deep-seated nostalgia. The tagline "Aise hi nahi bana hai aapka Nestlé" (loosely translated as "Nestlé is not built just like that") became a rallying cry for the brand’s resilience and history.

“The idiom beautifully captured the brand’s legacy, evoking the emotions associated with a company that has been part of Indian households for generations,” Narayanan said. “Sometimes, creative expression needs to transcend logical boundaries.”

Another campaign, "I Miss You Too," sought to rekindle emotional ties between Maggi and its consumers, many of whom had grown up with the brand. Joshi emphasized that in times of crisis, a product alone cannot carry the burden of redemption; rather, it is the narrative around it that determines its fate.

“When a narrative is under attack, it requires a more nuanced and multifaceted defense,” Joshi explained. “A product is not enough; it is the storytelling that transforms it into a brand.”

Before the Maggi crisis, Narayanan had navigated the Arab Spring crisis, which became one of the pivotal experiences in shaping his crucial decisions in corporate life.

He recalled overseeing the Egypt, Libya and Sudan region for five years during the Arab Spring crisis. Narayanan credited his lighthearted nature and sense of humour for helping him steer the company through the crisis.

"I used to start meeting with a joke, as it releases the right kind of hormones to discuss weighty topics".

'AI and creativity'

As discussions turned to the evolving role of artificial intelligence in content creation, Joshi remained optimistic about the enduring power of human emotion. “There are a lot of unsaid emotions within us that AI cannot replicate because they do not exist on the internet,” he said.

He expressed confidence that the future will be shaped by human connection and creativity. “Humans will always connect with humans because we seek alternative ways to form bonds, and these unexpressed thoughts will play a big role in that,” Joshi said. “I am not dystopian about AI, but I believe in human endeavor and emotions. The future will stem from spirituality because we are actually plugged into the source, which is unlimited.”

For Maggi, that source was the enduring affection of its consumers. And as the brand reclaimed its place on store shelves, it proved that even in the digital age, the right words—woven with nostalgia and emotion—can rebuild what was nearly lost.

<a href="https://www.storyboard18.com/special-coverage/leading-with-purpose-creates-win-for-consumers-community-and-business-hina-nagarajan-of-diageo-india-60584.htm">Leading with purpose creates win for consumers, community, and business: Hina Nagarajan of Diageo India</a>

<a href="https://www.storyboard18.com/brand-makers/guru-shishya-parampara-is-a-unique-aspect-of-indian-culture-says-nestle-india-md-suresh-narayanan-60602.htm">'Guru-Shishya Parampara' is a unique aspect of Indian culture, says Nestlé India MD Suresh Narayanan</a>

More about the Storyboard18 Global Pioneers Summit

The Global Pioneers Summit is a celebration and exploration of the transformative potential of creativity, empowering individuals and businesses to think differently, act boldly, and craft a future that resonates with purpose and vision. Creativity is not just about artistic expression — it is a force for solving real-world problems, innovating products, and creating connections in ways that traditional methods cannot. And there are pioneers behind this shift, who have dared to think different.

The Global Pioneers Summit stands as a premier celebration of the visionary forces propelling businesses forward, spotlighting the global brands emerging from India — an ever-growing hub of creativity and innovation on the world stage. From groundbreaking innovations to impactful storytelling, key decision-makers and innovators from business, marketing, advertising, tech, and academia exchange insights, build connections, and draw inspiration from some of the most compelling work driving industries forward globally.

In today's rapidly evolving world, creativity can be a powerful force to drive business growth, shape industries, and influence societal behavior, culture, and values. Storyboard18 Global Pioneers Summit puts the spotlight on the true purpose and power of creativity and the pioneers leading the way.

Watch video here:

<iframe width="560" height="315" src="https://www.youtube.com/embed/Zwpc3_Pd53E?si=ZuUMc1ROQdNWrspi" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

At Storyboard18’s Global Pioneers Summit, Kunal Shah, the founder and CEO of CRED, offered an introspective take on artificial intelligence, positioning himself as a lifelong learner in an era of technological acceleration.

“The advantage of being ‘dumb’ in life is that you have unlimited questions,” Shah remarked candidly. “When you have unlimited questions about things you don’t understand, AI becomes magical. For people like me, who are clueless about many things, AI lets us explore, stay curious, and learn—without the fear of expertise being challenged.”

Shah’s humility, however, belies his keen insights into the shifting technological landscape. “Ironically, many experts are in denial of AI,” he observed. “But people like me, who never claimed to be experts, are embracing it. It’s a great time—we’re all leveling up in different ways. Personally, I ask around 100 questions a day. AI just fuels that curiosity.”

Shah believes artificial intelligence will redefine creativity, producing a new generation of “hybrids”—individuals who use AI to amplify their thinking. “If you’re truly creative, AI is a catalyst,” he noted. “It gives you feedback, prompts, and new dimensions to explore. But those who merely follow formulas to survive will struggle. AI will expose them.”

When asked whether AI has democratized mediocrity, Shah responded with a nuanced take: “Originality is a curious person’s ability to connect dots—more dots, across a wider, deeper spectrum than most people. No one is born original. They just explore more. AI increases the efficiency of collecting dots. So, those who connect them well will thrive. But it’s overwhelming. You realize how little you know, and you must level up constantly.”

He pointed to the shifting creative landscape: “Earlier, you needed a good agency to make a decent print ad. Today, an intern with AI can do 80 to 85 percent of that job. And soon, we’ll have tools to audit creativity, filter bad work, and help us develop better taste.”

Reflecting on the advertising industry’s evolution, Shah noted that the very nature of iconic campaigns has changed. “Back when I grew up, iconic ads stood out because we weren’t overwhelmed with short videos. Now, everything is a short video—ads, reels, YouTube. Hours of content are consumed daily. Our memory for standout moments has shrunk.”

He sees today’s youth as a uniquely challenged audience. “Younger people today are perpetually bored. They’ve seen it all. Their threshold for emotion is extremely high. For example, a five-year-old can laugh at the same cartoon repeatedly because they don’t recognize patterns yet. But older audiences have been exposed to every kind of content—Korean shows, global memes, formats, themes.”

At CRED, this insight shaped their approach. “We deliberately didn’t follow the ad formula. People didn’t even know what CRED did initially—and that confusion sparked conversations. CMOs were discussing us in their WhatsApp groups. That was success.”

Shah also highlighted a fundamental shift in household decision-making. “Every household now has a Chief Technology Officer between the ages of 10 and 18. They’re becoming the Chief Procurement Officers too. They onboarded you to quick commerce, vaccine apps, movie trailers. Businesses will soon cater to them. Their tastes, expectations, and boredom thresholds are unlike anything we’ve seen.”

This shift in behavior, Shah believes, will also redefine how we spend our time and money. “Humans do two types of transactions: boring—paying bills, buying bread, charging phones. And interesting—vacations, time with family, movies.”

AI, he suggested, will increasingly automate the boring ones, allowing people to redirect time and money toward emotionally fulfilling, high-engagement experiences.

While many tech companies aim to serve the masses, Shah pointed out that in India, a small but influential consumer base wields outsized influence. “Twenty to thirty million customers drive 70 to 80 percent of consumption—whether it’s e-commerce, food delivery, or financial products. A relatively small group dominates.”

AI, he believes, will amplify this divide. “The top 30 million will behave like global citizens. Their content preferences are already aligned globally. They’re watching the same Netflix shows as U.S. audiences. This opens up exciting possibilities—we can build Indian brands that sell to global markets. But engaging these consumers is getting harder. They have access to everything.”

Shah envisions a future where traditional advertisements may become obsolete. “Imagine a tool that mutes ads during IPL matches and plays music instead—then resumes the match. That’s 15 minutes away from becoming mainstream. TVs will soon come with this built-in. Or imagine AI agents doing your shopping without seeing a single ad—they’re instructed to buy specific brands and ignore the rest. That changes everything.”

He speculates, “We may not need ads in the future.”

Beyond technology, Shah is focused on the human ability to adapt. “The pace of tech is outstripping our ability to keep up. We’re moving from ChatGPT to generative images to AI agents—fast. The biggest disruption will be how humans adapt. High-commitment actions—like having kids—might decline. People may choose perpetual excitement over long-term responsibility.”

“The largest employer in the world is inefficiency. And AI is eliminating that—rapidly. Most people aren’t built to constantly re-learn and re-adapt. But some are. Some thrive in chaos and change. We’ll have to choose which type of person we want to be.”

With AI reshaping industries, creativity, and human behavior, Shah’s reflections offer a glimpse into a future where the ability to question, adapt, and innovate will be more critical than ever.



Read More: <a href="https://www.storyboard18.com/special-coverage/colgate-palmolives-prabha-narasimhan-on-prioritizing-integrity-instead-of-metrics-in-business-60587.htm" rel="noopener" target="_blank">Colgate-Palmolive's Prabha Narasimhan on prioritizing integrity instead of metrics in business</a>

More about the Storyboard18 Global Pioneers Summit

The Global Pioneers Summit is a celebration and exploration of the transformative potential of creativity, empowering individuals and businesses to think differently, act boldly, and craft a future that resonates with purpose and vision. Creativity is not just about artistic expression — it is a force for solving real-world problems, innovating products, and creating connections in ways that traditional methods cannot. And there are pioneers behind this shift, who have dared to think different.

The Global Pioneers Summit stands as a premier celebration of the visionary forces propelling businesses forward, spotlighting the global brands emerging from India — an ever-growing hub of creativity and innovation on the world stage.

From groundbreaking innovations to impactful storytelling, key decision-makers and innovators from business, marketing, advertising, tech, and academia exchange insights, build connections, and draw inspiration from some of the most compelling work driving industries forward globally.

In today's rapidly evolving world, creativity can be a powerful force to drive business growth, shape industries, and influence societal behavior, culture, and values. Storyboard18 Global Pioneers Summit puts the spotlight on the true purpose and power of creativity and the pioneers leading the way.

Watch here:

<iframe width="560" height="315" src="https://www.youtube.com/embed/Cyhqz69y1YY?si=zQgm6teW8p0ljWjb" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

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