Police said that a Delhi flat fire killed a 16-year-old and injured four family members.

Delhi News Live: Greetings from Delhi News Live! We'll be reporting on all of the major news as they break throughout the capital city today. We will provide you with up-to-date information on breaking law and order, significant political events, weather, and social updates. For updates on everything you need to know to get by in Delhi, make sure to check frequently.New Delhi: On Wednesday, a fire broke out at the home of a 16-year-old boy in Nand Lal Bhawan, Shani Bazar Road, Kishangarh, New Delhi, resulting in his death and the burn injuries of four family members. At approximately 3:27 AM, the incident took place. A fire was burning in a two-room apartment on the fourth floor when Kishangarh's Station House Officer (SHO) and his team swiftly got on the scene. All of the home goods were destroyed, but the fire was contained. Police cars quickly transported the five family members—including a woman—to the hospital. A five-member family was discovered to be the residents of the apartment after an investigation. Aakash Mandal, age 16, and Sunny Mandal, age 22, have been hospitalized to the AIIMS Trauma Center's New Burn and Plastic Surgery Ward. They are in a serious state. A forensic squad and a mobile crime team have been dispatched to the scene. According to local inquiry, Laxmi Mandal is a private gardener, and his two older sons are employed by Blinkit. Anita Mandal is a homemaker, and his younger son is still a student.  

Interactive Avenues is the social media agency chosen by Home Center.

The Home Center social media mandate has been given to Interactive Avenues, IPG Mediabrands India's digital division. The agency's Bengaluru office will handle this win, which follows a competitive multi-agency pitch.The brand's social media strategy will be led by Interactive Avenues, who will concentrate on creating content that encourages interaction and expansion. To increase brand love and create effect, the agency will make use of influencer relationships, in-depth platform knowledge, and strong community development techniques."Social media plays a pivotal role in today's digital-first world, and we are excited to leverage Interactive Avenues' proven expertise in this field for amplifying our brand's visibility and building deeper connections with consumers," said Shikha S. Mazumdar, head of marketing and VM, Home Centre India, in response to the partnership."We are thrilled to collaborate with Home Centre, a brand that is synonymous with chic and high-end home collections," stated Sindhu Janardhan, senior creative director at Interactive Avenues. In order to create genuine, human-centered content that builds brand equity and raises purchase consideration, we will make use of our creative and digital skills.  

Madison Media Ultra continues to fulfill Parag Milk Foods' media mandate.

The media mandate for Parag Milk Foods was recently maintained by Madison Media Ultra, a division of Madison World. The agency will manage the whole media mandate for all the sub-brands, including Gowardhan, Go, Pride of Cows, and Avvatar, after winning the account in a multi-agency proposal. The advertiser and the agency have collaborated since 2012.A dairy FMCG firm based in India, Parag Milk Food was founded in 1992 and specializes in value-added goods such cheese, ghee, flavored milk, and yogurt."At Parag Milk Foods, we deeply value our partnership with Madison, which has been a driving force in shaping our brand's growth and innovative approach to marketing," said Akshali Shah, executive director, in reference to the agency's appointment. Together, we have moved away from traditional media and toward multi-platform, high-impact tactics that connect with our audience on a deeper level.Madison has been crucial to our partnerships with well-known programs like Kaun Banega Crorepati, India's Got Talent, Super Singer, Anupamaa, and more recently, Bigg Boss," Shah added. Through these collaborations, we have been able to expand our reach through TV, OTT, and in-show integrations, as well as develop immersive brand experiences like Go Cheese's "Greed Corner" on Bigg Boss. We are eager to maintain this beneficial partnership with Madison, bolster our visibility, and cultivate enduring brand loyalty across a variety of channels," she continued. Madison World chairman Sam Balsara commented on this retention, saying, "Parag Milk Foods has continuously shown innovation and a profound awareness of the changing consumer landscape. In the dairy FMCG industry, they stand out for their ability to combine tradition with contemporary marketing strategies. We at Madison are pleased to have been instrumental in helping them match their marketing plans with their expansion goals, resulting in a fruitful and enduring collaboration.Madison World chairman Sam Balsara commented on this retention, saying, "Parag Milk Foods has continuously shown innovation and a profound awareness of the changing consumer landscape. In the dairy FMCG industry, they stand out for their ability to combine tradition with contemporary marketing strategies. We at Madison are pleased to have been instrumental in helping them match their marketing plans with their expansion goals, resulting in a fruitful and enduring collaboration.  

When the Bhool Bhulaiyaa title track was released, it instantly became popular. Akshay Kumar starred in the franchise's debut movie in 2007. Pritam wrote the song, which was sung by Neeraj Shridhar. T

When the Bhool Bhulaiyaa title track was released, it instantly became popular. Akshay Kumar starred in the franchise's debut movie in 2007. Pritam wrote the song, which was sung by Neeraj Shridhar. Tanishk Bagchi, with Pritam's help, later rewrote it for Kartik Aaryan's Bhool Bhulaiyaa 2. The makers of Bhool Bhulaiyaa 3 have now revealed that the well-loved song is going worldwide with its eagerly awaited release. For the title single, they worked with American rapper Pitbull and Punjabi sensation Diljit Dosanjh; Neeraj Shridhar's voice still serves as the lead vocalist, just like in the other iterations.Kartik Aaryan released a teaser for the new song on X, formerly known as Twitter. In the teaser, he can be seen moving to the song while Pitbull's famous statement, "Mr. Worldwide," plays in the background. Taking it a step further, Kartik can be seen coordinating his movements on a staircase while executing the song's characteristic dancing routines. "Rooh Baba goes global with the Coolest Collab DILJIT x PITBULL 👻N the OG NEERAJ," she captioned the photo. Prepare for the eerie slide 🤙🏻. Once more, Tanishk Bagchi is the composer of the soundtrack, which will be available on Wednesday.Kartik Aaryan returns to his role as Rooh Baba from the popular Bhool Bhulaiyaa 2 in the trailer for Bhool Bhulaiyaa 3, which was previously released by the film's makers. Vidya Balan, who portrayed the legendary character of Manjulika in the first movie in the franchise in 2007, also makes a comeback in the third installment. A twist is revealed in the teaser this time: Madhuri Dixit and Vidya Balan both play Manjulika in their conflict with Rooh Baba.  

Kartik Aaryan, Pitbull, and Diljit Dosanjh work together on the song Rooh Baba goes global from Bhool Bhulaiyaa 3.

When the Bhool Bhulaiyaa title track was released, it instantly became popular. Akshay Kumar starred in the franchise's debut movie in 2007. Pritam wrote the song, which was sung by Neeraj Shridhar. Tanishk Bagchi, with Pritam's help, later rewrote it for Kartik Aaryan's Bhool Bhulaiyaa 2. The makers of Bhool Bhulaiyaa 3 have now revealed that the well-loved song is going worldwide with its eagerly awaited release. For the title single, they worked with American rapper Pitbull and Punjabi sensation Diljit Dosanjh; Neeraj Shridhar's voice still serves as the lead vocalist, just like in the other iterations.Kartik Aaryan released a teaser for the new song on X, formerly known as Twitter. In the teaser, he can be seen moving to the song while Pitbull's famous statement, "Mr. Worldwide," plays in the background. Taking it a step further, Kartik can be seen coordinating his movements on a staircase while executing the song's characteristic dancing routines. "Rooh Baba goes global with the Coolest Collab DILJIT x PITBULL 👻N the OG NEERAJ," she captioned the photo. Prepare for the eerie slide 🤙🏻. Once more, Tanishk Bagchi is the composer of the soundtrack, which will be available on Wednesday.Kartik Aaryan returns to his role as Rooh Baba from the popular Bhool Bhulaiyaa 2 in the trailer for Bhool Bhulaiyaa 3, which was previously released by the film's makers. Vidya Balan, who portrayed the legendary character of Manjulika in the first movie in the franchise in 2007, also makes a comeback in the third installment. A twist is revealed in the teaser this time: Madhuri Dixit and Vidya Balan both play Manjulika in their conflict with Rooh Baba.  

In H1 FY2025, DB Corp's ad revenue increased by 1% to Rs 829 crore.

In H1 FY2025, DB Corp's consolidated advertising income increased by 1% to Rs. 829 crores. However, compared to Q1 FY25, print and other business advertisements brought in Rs 360 crore in Q2 FY25, a 7.5% drop. With an 11% YoY increase in advertising revenue to Rs 80.1 crores and a 250 bps increase in EBIDTA margin to 33% at Rs 26.4 crores, the radio industry led the growth.Previously, the circulation revenue was Rs 240.4 crores; now, it is Rs 236.7 crores."In Q2 FY25, we did not meet our revenue growth targets, primarily due to the extended monsoon season, which slowed market activity and consumer spending, and a high base effect." Mr. Sudhir Agarwal, Managing Director, DB Corp Ltd, commented on the performance for Q2 FY2025, saying, "Q2FY24 was an exceptionally strong quarter bolstered by significant advertising driven by state elections filled environment." As we aggressively adjust to the current market conditions, we anticipate maintaining our growth trajectory in the upcoming quarters in order to meet our long-term growth objective. Despite monetizing on a pilot basis, our digital business is flourishing, as seen by the continuous growth in MAUs to nearly 20 million as of August 24."Our dedication to editorial excellence, the ongoing widespread support from advertisers, and the strong economic growth in our key regions continue to be the cornerstones of our success in the future. These elements put us in a strong position to take advantage of new opportunities. We are certain that we can maintain our market leadership and keep concentrating on increasing value for our stakeholders as India's economy changes in the years following the election."But during the last three years, D B Corp has increased its ad income at a CAGR of 20%, from Rs. 1008.4 crores in FY21 to Rs. 1752.4 crores in FY24. In a similar vein, PAT has produced a remarkable 44% compound annual growth rate over the past three years, rising from Rs 141.4 crores in FY21 to Rs 425.5 crores in FY24. Due to depressed newsprint prices and effective cost control, EBITDA margins increased by 200 basis points year over year to 27.8% in the first half of FY25, and EBITDA stood at Rs. 335.1 crores, indicating a 10% YoY gain. Sustained profitability was demonstrated by the 12% YoY growth in profit after tax to Rs 200.4 crores.Additionally, the company said that newsprint prices remained low in FY2025's first quarter. The average cost of newsprint decreased by 18% year over year to Rs 47450 PMT in H1 FY2025 from Rs 54050 PMT the previous year. In the upcoming quarters, newsprint prices are anticipated to stay low at their current levels.  

Läderach's social media mandate is given to Brand Catapult by DS Group.

Brand Catapult, a 360-degree marketing firm with its headquarters located in Delhi, has been given the social media and performance marketing mandate for the Swiss chocolate brand Läderach by the Dharampal Satyapal Group (DS Group). This comes after a tough selection process and a lengthy multi-agency presentation, highlighting Läderach's dedication to enhancing its online presence and better connecting with chocolate lovers nationwide.The goal of DS Group, the sole partner of the upscale Swiss chocolate company Läderach in India, is to provide Indian customers with an exceptional chocolate experience.Läderach's aspirational Indian expansion will be aided by Brand Catapult, renowned for its expertise in influencer relationships, digital marketing, and creative content creation. The agency was a perfect fit for Läderach's objectives because of its creative approaches and thorough understanding of the digital space."Läderach India is delighted to award its social media and performance marketing mandate to Brand Catapult," said Sanskriti Gupta, who announced the hiring. The Brand Catapult team was fully aware of DS Group's commitment to providing Indian consumers with outstanding experiences through their collaboration with Läderach, which emphasizes quality. We have faith that their capacity to produce powerful and captivating material will enable us to reach a wider audience and spread our love of premium chocolates."Dhruv Goel, the founder of Brand Catapult, was excited about the new mandate: "After a vigorous multi-agency pitch, we are honored to have been given the social media and performance marketing mandate for Läderach India. Our team is committed to creating a strong social media presence and performance-driven campaigns that showcase Läderach's heritage and dedication to quality, as the brand is the pinnacle of luxury and quality.  

Sea of blue during Ratan Tata's farewell trip, as Tata staff members line up to pay their final respects

Live updates on trending, viral, and unusual news: Get up-to-date information on popular stories and explore everything unusual and viral with our in-the-moment coverage right here.The preferential treatment extended to Tata Group employees was brought to the attention of venture entrepreneur Rahul Mathur, who pointed out that the sea of blue shirts and badges in the queue was a moving demonstration of the company's respect and dedication to Tata. "The Tata employees' queue was longer than the general category queue," he wrote.The preferential treatment extended to Tata Group employees was brought to the attention of venture entrepreneur Rahul Mathur, who pointed out that the sea of blue shirts and badges in the queue was a moving demonstration of the company's respect and dedication to Tata. "The Tata employees' queue was longer than the general category queue," he wrote. Senior residents and older employees had their own line, and each person entering was given a Tata Copper water bottle.Additionally, according to Mathur, guests were instructed to put down their phones as they drew nearer to Mr. Tata in order to show their respect. He thanked them and remarked, "I wasn't the only one crying. Thank you to the whole Tata Group support team; this was a well-planned farewell to a truly amazing man.At businessman Ratan Tata's burial on Thursday, thousands of mourners flocked to Mumbai, the financial center of India. Tata was acclaimed as a "titan" who oversaw one of the largest companies in the nation. A guard of honor surrounded his casket, which was covered in an Indian flag. A marching band playing trumpets and drums provided music for the funeral.  

Vijay Varma and Triptii Dimri star in a new advertisement for Metro Shoes.

As Metro Shoes' brand ambassadors, Triptii Dimri and Vijay Varma steal the show in their latest stylish campaign for Autumn/Winter 2024. New Metro Shoes designs are mixed with vintage looks in this campaign.Triptii Dimri is the spokesperson for the campaign, which showcases shoes for different events. The mesh block heels are appropriate for after-work events, but the iconic swirl kitten-heel sandals are meant for evening events. The buckled high-heeled ankle boots and the high-heeled dual-tone sandals offer edgy options for special occasions, while the metallic high-heeled sandals are suitable for family get-togethers. Every shoe blends comfort and style, making them excellent options for any festive ensemble.Triptii Dimri is the spokesperson for the campaign, which showcases shoes for different events. The mesh block heels are appropriate for after-work events, but the iconic swirl kitten-heel sandals are meant for evening events. The buckled high-heeled ankle boots and the high-heeled dual-tone sandals offer edgy options for special occasions, while the metallic high-heeled sandals are suitable for family get-togethers. Every shoe blends comfort and style, making them excellent options for any festive ensemble.Vijay Varma presents the newest designs from Metro Shoes, such as suede penny strap loafers for social events held after hours and leather chelsea boots appropriate for formal occasions. While the croc-effect leather moccasins and lace-up textured dual-tone shoes are suitable for family get-togethers, the black chukka lace-up boots are appropriate for weekend excursions. "We're thrilled to have Triptii and Vijay be a part of the Metro AW24 campaign," says Metro Brands President Alisha Malik. They are the ideal representation of the brand's target market since they are genuine, self-assured, and have a strong sense of style. The ad presents a well-balanced assortment that includes signature styles that are fashionable, adaptable, and cozy in addition to everyday necessities. With Metro, we always stay true to the brand codes of modern design and premium quality which appeals to our customers. And with the design of our collection and the in-store and online experiences we provide, we are even more committed to delivering complete consumer happiness this holiday season. "My favorite memory is the thrill of going shopping at Metro with my family. It was my go-to brand growi"We're thrilled to have Triptii and Vijay be a part of the Metro AW24 campaign," says Metro Brands President Alisha Malik. They are the ideal representation of the brand's target market since they are genuine, self-assured, and have a strong sense of style. The ad presents a well-balanced assortment that includes signature styles that are fashionable, adaptable, and cozy in addition to everyday necessities. With Metro, we always stay true to the brand codes of modern design and premium quality which appeals to our customers. And with the design of our collection and the in-store and online experiences we provide, we are even more committed to delivering complete consumer happiness this holiday season. "My favorite memory is the thrill of going shopping at Metro with my family. It was my go-to brand growing up for everything, even casual looks in college.ng up for everything, even casual looks in college.  

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Media agencies led by PHD and Initiative in the first half of the 2024 COMvergence report

Mumbai: According to COMvergence's most recent New Business Barometer study, PHD, Initiative, Zenith, and EssenceMediacom emerged as the top media agency in India for new business wins in the first half of 2024.Significant changes in the Indian advertising market were highlighted by the independent research and analytics consultancy, which focused on critical account movements and retentions between January and June.With a new business worth of $63 million, PHD emerged victorious among media agencies. Initiative came in second with a new business value of $46 million, followed by EssenceMediacom and Zenith, who tied for third place with $29 million apiece.With $83 million in new business, GroupM led all media groups, ahead of Omnicom Media Group ($54 million) and Mediabrands ($48 million).In the first half of 2024, COMvergence evaluated 72 Local pitches exceeded the global average of 65%, making up 78% of the total with a $276 million worth. New business was led by the automobile industry, and then by government spending associated with the national elections. The technology and e-commerce sectors also saw a lot of activity. The amount of money spent on media in H1 2024 was lower than in H1 2023, which included large pitches from companies like Maruti and Reckitt. Nonetheless, H2 2024 is bright, with multiple significant pitches in the works, according to PRIyanka Mehra, COMvergence's regional director for South Asia. Over 1,740 media account movements and retentions were examined globally by COMvergence in 49 countries, accounting for $16.4 billion in media spending from 1,210 advertisers in the first half of 2024.media account movements and retentions in the Indian market, totaling $352 million in media spending.  

Kangana Ranaut's Emergency may be released with some cuts according to the Censor Board.

Zee Entertainment Enterprises, one of the film's co-producers, filed a plea with the High Court that the censor certificate be released so the film can be released.Mumbai: The Censor Board of Film Certification's review committee would recommend "some cuts" before the actor and BJP MP Kangana Ranaut's new movie, "Emergency," can be released, the Bombay High Court was informed on Thursday afternoon.The movie was supposed to release on September 6, but ran into trouble after complaints of historical inaccuracies and misrepresenting the Sikh community. The movie is based on the Emergency imposed in 1975 by then Prime Minister Indira Gandhi. Government sources have told NDTV "there is some sensitive content" and that "religious sentiments cannot be hurt".Taking into account the film ratings body's objections, the court last week ordered the CBFC to make a final decision, saying that "it is not for CBFC to decide whether this affects public order". One of the two judges on the division bench hearing this case, Justice BP Colabwalla, noted that Ms. Ranaut's creation was not a documentary and questioned whether the general public was so gullible as to believe anything they saw in a film. How about artistic freedom? "The CBFC "cannot sit on the fence," the court further declared. Make a choice. Before determining whether to release or not, let's see what the revision committee has to say. Be brave enough to declare that the movie shouldn't be released. We will value the CBFC's stance," it stated. The censor board's attorney, Abhinav Chandrachud, informed the court that in certain scenes, a divisive character is negotiating with political parties. He stated, "We have to see if this is factually accurate," adding that the film lacks a "political angle". A PIL filed by two Sikh organizations brought the case before the Madhya Pradesh High Court earlier. The CBFC responded by informing the court that the film had not  

In a confrontation with Johnson's baby grandfather Sonam Kapoor teases Anil Kapoor.

Johnson's Baby, a skincare company for babies, has released its newest TV ad, "Irresistible Cheeks," as part of the larger "Protection Pehle Din Se" campaign. The movie, which stars the father-daughter acting team of Anil and Sonam Kapoor from Bollywood, promotes Johnson's moisturizing cream.Recently, Johnson's Baby debuted its newest television commercial (TVC), which starred Sonam Kapoor and Anil Kapoor. The new commercial portrays Anil and Sonam Kapoor's lighthearted and loving bond as they transition into their on-screen personas from real life. Even a sweet tribute to Anil Kapoor's legendary performance as Mr. India in the 1987 blockbuster may be found in the commercial. According to reports, Sonam Kapoor softly bathes the infant with the Baby Soap in the opening shot of the commercial. In the role of a worried grandfather, Anil Kapoor shares his concerns regarding the baby's sensitive skin. Although the commercial undoubtedly appeals to nostalgia, fans of the actor combination are also being won over by the behind-the-scenes video. The father-daughter pair appears together on TV at one point and giggle together. Anil and Sonam are shown conversing while comfortably seated on a sofa in a different scene from the movie. An cute monochromatic photo that shows us a glimpse of them cradling the infant perfectly complements this setting. After that, the movie cuts to the performers rehearsing for upcoming scenes in the closing frames.The BTS video then comes to a lovely and humorous end when Sonam asks the infant, "Hain na Nanu budhhu?" in a teasing manner, causing the child to erupt in laughter. The video's title said, "BTS with Sonam and Anil Kapoor: Capturing the joy of family moments."Viewers praised the actors in the comments section as soon as the video was uploaded. One reader said, "Such cute father and daughter, god bless the little one too." Another individual remarked, "I just love that baby..she is too cute."  

Laapataa Ladies has been selected as India's Oscar submission.85

Laapataa Ladies, directed by Kiran Rao, has been chosen as India's official Oscar submission. A committee selected this patriarchy-satirical entry from a field of 29 submissions.The official Indian contender for the 2025 Oscars is Kiran Rao's Laapataa Ladies, the Film Federation of India declared here on Monday.Which movies were up for awards? The Malayalam National Award winner Aattam, the Cannes winner All We Imagine As Light, and the Bollywood hit Animal were among the 29 films that went into the selection process for the lighthearted parody on patriarchy that is the Hindi movie. Laapataa Ladies, which was produced by Aamir Khan and Rao, was unanimously chosen by the 13-member select committee led by Assamese filmmaker Jahnu Barua to compete in the Academy Awards' best international picture category. The list also included the Telugu films Hanu-Man and Kalki 2898 AD, the Tamil movie Maharaja, the Hindi movies Article 370 and Swatantraya Veer Savarkar, and the Telugu film Kalki 2898 AD.Oscar aspirations of Laapataa Ladies Kiran has declared that the greatest picture will be chosen by the picture Federation of India (FFI). If that happened, if it went to the Oscars, my dream would come true. However, it's a process, and I'm expecting that Laapataa Ladies will be taken into account. In the grand scheme of things, I'm confident the best movie will go, whichever they select," Kiran said to PTI. However, Kiran stated, "Our primary recognition comes from the audience's response at the box office," earlier in February during the film's press screening. The biggest compliment we could receive would be if the public and spectators like what we did."  

Aakash Defines 2.0 To Enhance Efficiency and Construct Hybrid Education Facilities

OVERVIEW Aakash Educational Services is developing "Aakash 2.0," a revamping plan that will increase operations, improve efficiency, and create hybrid learning centers. Aakash Educational Services' CEO and MD, Deepak Mehrotra, explained that while the company was once associated with Think & Learn's BYJU'S, it is now a distinct business, and the events surrounding the edtech firm should not have an impact on Aakash's 2.0 operations. This occurs just a few days after Aakash reduced its workforce over the previous few months by firing between 80 and 100 workers.In the midst of an insolvency process for its investor, BYJU'SBYJU'S Datalabs_in-article-icon, Aakash Educational Services is developing a revamping plan called "Aakash 2.0" with the goal of growing its operations, improving efficiency, and creating hybrid learning centers. This occurs just a few days after Aakash reduced its workforce over the previous few months by firing between 80 and 100 workers. Regarding its affiliation with Think & Learn's BYJU'S, Deepak Mehrotra of Aakash Educational Services explained that Aakash is currently a distinct organization and that the current events concerning the edtech major shouldn't affect Aakash's 2.0 operations. Due to recent changes in ownership and financing structure, we have transitioned away from being a BYJU'S subsidiary and are now an independent business," Mehrotra told Business Standard. Notably, Think & Learn, the parent company of BYJU, paid around $1 billion in cash and stock to buy AESL in 2021. But the two have called off their planned merger, and AESL is still running its own show under BYJU's auspices.The two parties had already spat over the share swap following the deal in 2021. Aakash was formed by the Chaudhry family, who declined to exchange their shares.  

The evolving advertising landscape What media owners and small- and medium-sized marketers are missing

Today's advertisers have to appeal to at least four distinct generations of customers, so it's critical to strike a balance between the continued importance of traditional media and the emergence of new digital trends.Global advertising is expected to reach $1 trillion for the first time, expanding at a rate of 10.5% annually. According to a recent WARC survey, Amazon, Meta, and Alphabet are holding 70% of the incremental ad spend, underscoring the rapidly changing nature of the advertising industry. So is India's conventional media withering or dead? Not at all.Despite the common misconception, traditional media is still quite important in India and may work well in tandem with digital tactics. Today's advertisers have to appeal to at least four distinct generations of customers, so it's critical to strike a balance between the continued importance of traditional media and the emergence of new digital trends. While huge advertisers with deep pockets prefer to concentrate only on purchasing premium time and space, let's examine how small and medium advertisers and media owners might approach this landscape differently.initial data With privacy laws becoming more stringent and third-party cookies becoming less common, it is imperative for brand owners to gather first-party data—direct customer relationships. Better customisation made possible by this data increases the effectiveness of your advertising budget. But rather than being viewed as a temporary strategy, this should be viewed as a calculated investment made into the culture of the company. This offers traditional media owners, particularly those in smaller markets, a fantastic chance to create their own little "walled gardens." They may provide advertisers with extremely efficient and privacy-compliant tailored solutions by utilizing their own first-party data. Adopting data-driven tactics can help traditional media owners stay relevant and future-proof their products.Interactive and video materials With platforms like YouTube and connected TV (CTV) making it more accessible to smaller advertisers, video remains one of the most compelling ad types. Engage buttons and shoppable links are examples of interactive ads that increase conversion rates.  

Manish Bhatt on creating an enduring brand universe for the Cristos brand of Gopal Snacks

Gopal Snacks Limited, India's fourth-largest producer of ethnic savories, has given its brand a welcome update with the introduction of Cristos, a sub-brand targeted at millennials, Gen Z, and urban youth. The company has unveiled Cristopher, the second-ever human brand mascot in Indian advertising after the legendary Onida Devil, as part of this creative campaign. By making this change, Gopal Snacks is reaching a wider audience and reframing its appeal to a younger, more contemporary demographic. Scarecrow M&C Saatchi is the creative team behind this advertising campaign.Manish Bhatt, the founder and director of Scarecrow Communications, talks extensively about the campaign's conceptualization and creative thinking in an exclusive interview with Adgully. In order to ensure a consistent brand identity across all product lines, he talks about the rationale for selecting a human mascot, the campaign's media mix, and how he intends to incorporate the mascot with new flavors, such the upcoming African-flavored wafers. Bhatt also discusses other topics, such as how AI's growing application is changing how creative and advertising companies think. Cristos Wafers' World of Mexican Chilling advertising is an audacious and humorous idea. What motivated you to develop this original environment, and how did the anthem and planned narrative come together to make the campaign a reality? We started an association with Gopal Snacks by researching their history as a conventional Namkeen company when they contacted us. Wafers were one of their product categories that stood out as being particularly important, considering that Namkeen is a popular beverage with diverse regional tastes throughout India. For instance, you might locate Gathia in Saurashtra or Jhalmuri in Bengal. Wafers have become a widely acceptable snack format despite these regional variances.  

How FMCG may use OOH as a bingo medium

Aishwarya Pratap Singh, Chief Business Officer of ITC Foods, spoke at the recent OOH Advertising Convention (OAC) 2024 about the lasting value of out-of-home advertising and its part in developing an all-encompassing marketing strategy for FMCG brands.The Chief Business Officer of ITC Foods, Aishwarya Pratap Singh, spoke at the recently attended OOH Advertising Convention (OAC) 2024 about the value of OOH as a medium. During her enlightening talk, "Reimagined OOH: A Bingo for Brands," Aishwarya emphasized the way out-of-home (OOH) advertising is changing and how important it is still, particularly for FMCG companies. Here's a detailed analysis of the most important lessons he discussed.The impact of narrative in out-of-home advertising Aishwarya started out by citing a noteworthy instance from 2022: a Bingo! campaign. The city's current temperature was deftly emphasized by Mad Angles, who then elevated the messaging by drawing a comparison between it and their product's hot peri-peri flavor. If this communication had been shown indoors on smaller displays, it would not have had any effect. He thus emphasized the significance of over-the-top OOH displays and their ongoing applicability. The 360-degree strategy for campaigns Aishwarya also emphasized how a 360-degree advertising approach is essential to FMCG firms' success. Pointing out that traditional FMCG companies operate in large categories with omnipresent consumption occasions and needs, they cannot afford to focus on a single medium, unlike newer digital-first brands. He made the case for an integrated approach that includes TV, print, digital, point-of-sale merchandising, and PR—all crucial to reaching a variety of consumer touchpoints. Additionally, as he noted, a sizable amount of FMCG sales still originate from general trade, despite the growth of e-commerce and modern trade. For this reason, there is a need for widespread brand visibility across a variety of channels. OOH resurgence accompanied by an uptick in going out Aishwarya also emphasized the unexpected comeback of OOH advertising, in spite of  

MIB withdraws the draft Broadcasting Bill 2024 and will rewrite it following discussions.

The Ministry of Information and Broadcasting has reportedly withdrew the draft Broadcasting Services (Regulation) Bill 2024, which has generated intense discussion among digital content creators and broadcasters.Industry sources claim that the Ministry has requested that all parties involved return the copies of the proposed bill that were distributed on July 24 and 25. No input from the stakeholders was requested.According to media sources, the MIB will review the bill again and, following consultations, it is likely to be revised. It is unclear if the industry will be reconsidering the entire draft bill or just the parts that have caused disagreement. As part of a continuous consultation process that started when the initial draft was uploaded in November 2023, the draft was distributed for comments.The most recent draft of the Broadcasting Services (Regulation) Bill, 2024 was withdrawn by the ministry of information and broadcasting on Monday. All parties involved were asked to return physical copies that were supplied to them between July 24 and July 25, five sources with knowledge of the situation told HT on condition of anonymity.