Britannia Bel Foods Private Limited, a joint venture between Britannia Industries Ltd and the French company Bel Groupe, has recently unveiled the new brand identity for their co-branded product range, ‘Britannia The Laughing Cow.’ This announcement marks a significant step forward for the brand as it aims to capture the growing market for tasty and healthy snacking options. The new brand identity will be integrated across various marketing channels, including packaging, online platforms, and in-store displays.
The Indian Premier League (IPL), one of the most popular cricketing events in India, witnessed a significant shift in its streaming platform in 2023. JioCinema, a leading digital platform, made a bold move by offering free streaming of the IPL matches, which proved to be a game-changer for the platform. According to reliable sources, JioCinema’s official streaming partnership for Tata IPL 2023 generated an impressive advertising revenue of approximately Rs 2,300-2,500 crore. In comparison, industry insiders estimated television ad revenue to be around Rs 1,800-2,000 crore. This strategic decision by JioCinema had a significant impact on its revenue and viewership, although it came at the cost of losing subscription revenue.
JioCinema’s Triumph:
In the previous year, Disney+ Hotstar, the former streaming rights holder for IPL, had earned Rs 1,100 crore in ad revenue. However, JioCinema managed to surpass this figure by a considerable margin. By making IPL matches accessible for free, JioCinema attracted a larger audience and consequently witnessed a surge in advertising revenue. The platform’s ad earnings for the 2023 IPL season amounted to an impressive Rs 2,300-2,500 crore.
Implications for Disney+ Hotstar
Disney+ Hotstar’s ad revenue for IPL in 2022 was around Rs 1,100 crore, as reported by Kotak Institutional Equities. However, in the previous year, Disney Star had earned a staggering Rs 4,000 crore in ad revenue from the annual cricketing league. By placing the IPL matches behind a paywall, Disney+ Hotstar was able to boost its paid subscriber base significantly. For instance, during the IPL season in 2022, Disney+ Hotstar’s paid subscriber count grew from 50.1 million in the January-March quarter to 58.4 million in the April-June quarter. Viewers had the option to subscribe to various plans, such as the basic mobile-only subscription or the more comprehensive plan for streaming on televisions and multiple devices.
JioCinema’s Sponsors and Reliance Group Influence
During IPL 2023, JioCinema’s prominent sponsors included JioMart (Co-powered by), Jio (Associate Sponsor), and AJIO. Notably, all three sponsors were part of the Reliance group, which holds a significant stake in JioCinema. This strategic alignment of sponsors within the Reliance group further contributed to JioCinema’s success during the IPL season.
Impact on Advertising Strategies
Media buyers observed that brands, operating in a tough market, adopted a more focused approach to spending their ad budgets. Rather than dividing their budgets across multiple mediums, many brands concentrated a substantial portion of their ad spend on a single medium. This trend was fueled by the effectiveness of platforms like JioCinema, which provided high viewership and engagement. Consequently, digital platforms witnessed a surge in ad spending, with JioCinema’s advertising revenue surpassing the previous year’s figures.
Viewership and Engagement
JioCinema experienced impressive viewership figures during the IPL 2023 season. The peak concurrency for the IPL final reached 3.2 crore viewers. JioCinema registered a total of 1,700 crore video views and reached 12 crore unique viewers throughout the 16th edition of the IPL. In comparison, Disney+ Hotstar achieved its highest concurrency of 2.5 crore viewers during an ICC Cricket World Cup semi-final game in 2019.
Television viewership, led by Star Sports, also soared during the IPL. The clash between Gujarat Titans and the Mumbai Indians (Qualifier 2) recorded a peak TV concurrency of 6.1 crore viewers. Star Sports achieved a viewership of 49.6 crore and a staggering 40,902 crore minutes of consumption until the finals. This marked the highest viewership recorded for IPL by the channel.
Conclusion: JioCinema’s decision to offer free streaming of the IPL matches in 2023 proved to be a resounding success. The platform witnessed a substantial increase in advertising revenue, surpassing the figures earned by its predecessor, Disney+ Hotstar. Although JioCinema forwent subscription revenue, it attracted a massive audience and enjoyed the patronage of significant sponsors, including Reliance Group entities. By concentrating ad budgets on single mediums, brands optimized their spending and achieved better results. The IPL season also witnessed impressive viewership figures, both on JioCinema and television platforms like Star Sports. Overall, JioCinema’s gamble paid off handsomely, positioning it as a formidable player in the digital streaming market.
In the fast-paced world of consumer electronics, brands must continually evolve to stay relevant and meet the changing needs of their customers. LG, a leading global technology company, recently unveiled its new brand identity, signaling a refreshing step towards innovation and customer centricity. The company’s new brand identity, which includes a new logo and slogan, represents LG’s commitment to delivering innovative products and services that enhance the lives of its customers.
Skymet, one of India’s leading weather forecasting companies, has undergone a rebranding exercise and unveiled a new tagline, “Beyond Weather.” This marks a significant shift in the company’s brand strategy as it moves away from just providing weather-related information to positioning itself as a comprehensive solution provider for weather-driven business decisions. This blog will delve into the reasons behind Skymet’s rebranding and the implications of its new brand positioning.
In today’s fast-paced world, advertising plays a vital role in the success of any business. Advertising agencies have evolved over time to help businesses achieve their goals through targeted and effective advertising campaigns. The rise of Ad Video on Demand (AVOD) services has further opened up new opportunities for advertising agencies to reach their audiences in innovative and engaging ways. In this blog post, we will explore the growth of the AVOD industry and how it is transforming the advertising landscape.
Coca-Cola, the world-renowned beverage giant, has announced a price cut on its lowest-priced bottle. This move comes in response to the entry of a new player in the market, Campa Cola, which is expected to launch soon. With this price cut, Coca-Cola aims to maintain its market share and keep its customers loyal.
Coca-Cola is reducing the price of its 200 ml bottle to Rs 8, which is a 14% reduction from its previous price of Rs 9. This move is expected to bring relief to millions of consumers who prefer Coca-Cola’s products but find them too expensive. The company has stated that the price cut is a part of its long-term strategy to offer affordable and value-for-money products to its customers.
The entry of Campa Cola in the market is expected to create intense competition for Coca-Cola. The new brand is expected to be priced aggressively and offer value-for-money products to its customers. Coca-Cola’s price cut is a preemptive move to counter this threat and ensure that it remains competitive in the market.
Coca-Cola has always been a market leader in the beverage industry, and it has a strong brand image that resonates with consumers across the world. The company has built a loyal customer base over the years, and it is determined to retain its customers despite the entry of new players in the market.
The company has a vast distribution network that reaches even the remotest corners of the country. Its products are available in every nook and corner of the country, and it has a robust marketing strategy that ensures that its products remain visible to consumers.
Coca-Cola’s price cut is expected to create a ripple effect in the market. It is likely that other players in the market will follow suit and reduce the prices of their products to remain competitive. This will be a win-win situation for consumers who will have access to affordable and value-for-money products.
The beverage industry is a highly competitive market, and companies have to constantly innovate and adapt to remain relevant. Coca-Cola has been successful in doing so over the years, and it has a strong track record of introducing new products that resonate with consumers.
In conclusion, Coca-Cola’s price cut is a smart move to counter the entry of a new player in the market. It is a preemptive move to ensure that the company remains competitive and retains its loyal customer base. The company’s vast distribution network and robust marketing strategy give it an edge over its competitors, and it is likely that it will continue to dominate the beverage industry in the years to come.
The Oscars, one of the most significant events in the entertainment industry, brings together the best and brightest in film to celebrate their achievements. But it’s not just the stars of the silver screen who are getting in on the action. This year, brands joined in the Oscar celebration with memes and ads.
The Oscars have always been a platform for brands to showcase their products and services, and this year was no exception. From McDonald’s to Uber Eats, many brands came up with witty and creative advertisements that caught the attention of viewers.
One of the most talked-about ads was the Uber Eats ad featuring actor Mark Hamill. The ad was a nod to the famous “I am your father” scene from Star Wars, with Hamill delivering food to a father-son duo. The ad received a lot of love on social media and was widely shared across various platforms.
Another ad that made waves was the McDonald’s “Golden Meal” ad, which offered customers the chance to win a free meal for life. The ad featured a parody of the iconic scene from the film Pulp Fiction, where Vincent Vega and Jules Winnfield open a briefcase full of gold. The ad was a clever play on words and was well received by audiences.
But it wasn’t just the big brands that were getting in on the action. Smaller brands also found ways to make their mark. For instance, beauty brand Fenty Beauty created a meme that played off the Oscars’ red carpet, with a picture of a Fenty Beauty product accompanied by the caption “This is my red carpet.”
The use of memes in marketing has become increasingly popular in recent years, and the Oscars provided the perfect opportunity for brands to get in on the trend. Memes are a quick and easy way for brands to engage with their audience and create buzz around their products.
However, while memes can be an effective marketing tool, they can also be risky. Brands need to be careful not to offend or alienate their audience with insensitive or inappropriate content. Many brands opted to play it safe this year, sticking to light-hearted and humorous memes that were well received by viewers.
In conclusion, the Oscars provided a great opportunity for brands to get creative with their marketing campaigns. From ads to memes, brands found ways to engage with their audience and generate buzz around their products. However, as with any marketing campaign, it’s essential to strike the right balance between creativity and sensitivity to avoid any potential backlash.
Reliance, one of the largest conglomerates in India, has announced the launch of a new beverage brand called “Campa” which aims to cater to the modern, health-conscious Indian consumer. The brand is a revival of the iconic Campa Cola brand that was popular in India in the 1970s and 80s.
Reliance has been investing heavily in the food and beverage industry in recent years, and the launch of Campa is seen as a strategic move to expand its presence in this sector. The company aims to capture a significant share of the non-alcoholic beverage market in India, which is estimated to be worth over $5 billion.
According to a statement from Reliance, Campa is positioned as a premium brand that offers a range of healthy, natural beverages. The initial launch will include three variants – cola, lemon, and orange – which will be available in 300 ml cans and 500 ml PET bottles. The company plans to introduce more variants in the coming months.
Reliance has also invested in state-of-the-art production facilities to ensure that Campa meets the highest quality standards. The company has set up a new manufacturing plant in the western Indian state of Gujarat, which is equipped with the latest technology and adheres to international quality standards.
The launch of Campa comes at a time when the Indian beverage market is undergoing a significant shift, with consumers increasingly opting for healthier and more natural alternatives to traditional carbonated drinks. This trend is being driven by factors such as rising health awareness, changing consumer preferences, and increasing disposable income.
According to industry experts, the non-alcoholic beverage market in India is expected to grow at a CAGR of around 15% between 2021 and 2026. This presents a huge opportunity for companies like Reliance to tap into this growing market and offer innovative and healthy beverage options to consumers.
Reliance has a strong track record of successfully launching and scaling new brands in different sectors. The company’s focus on quality, innovation, and customer-centricity has helped it build a loyal customer base across different segments.
With the launch of Campa, Reliance aims to leverage its strengths in manufacturing, distribution, and marketing to establish the brand as a leading player in the Indian beverage industry. The company has a wide distribution network and plans to leverage its existing retail channels to promote the new brand.
In addition to Campa, Reliance has also been investing in other food and beverage brands in recent years. The company has acquired several popular brands such as Hamleys, Urban Ladder, and Netmeds, as part of its strategy to diversify into new sectors.
Overall, the launch of Campa is a significant development for the Indian beverage industry and is likely to disrupt the existing market dynamics. With its focus on quality, innovation, and health, Campa has the potential to emerge as a preferred brand among the modern, health-conscious Indian consumer.
The term “metaverse” describes a concept that refers to a shared virtual environment that is analogous to the real world and allows for social interaction between users and virtual items. The idea of the metaverse has been around for several decades, but it has gained new momentum in recent years due to breakthroughs in virtual reality, blockchain, and other related technologies.
Science fiction novelist Neal Stephenson coined the phrase “metaverse” in his 1992 book “Snow Crash.” In the book, the metaverse is a shared virtual reality system where users can communicate with one another and other users’ digital possessions. The idea has since been explored in a variety of mediums, including films, video games, and television.
Nowadays, a number of businesses and organisations are working to establish the metaverse. The most notable examples include social networking platforms like Facebook, game platforms like Fortnite, and virtual reality platforms like Oculus. These businesses are attempting to develop fully immersive virtual environments where users can communicate with one another, produce digital goods, and even make real money using in-game virtual currencies.
The metaverse will significantly alter the marketing industry by giving brands additional chances to interact with consumers. Brands have the ability to design virtual worlds in the metaverse that let customers connect with their goods in novel and fascinating ways. For instance, a car manufacturer might develop a digital test drive where customers can drive their cars in a virtual setting. Compared to traditional types of advertising, this kind of marketing is considerably more immersive and engaging and can help firms forge stronger bonds with their customers.
The metaverse will also alter marketing by giving firms new sources of income. Digital products and services can be purchased and sold in the metaverse using virtual currencies like Bitcoin and Ethereum. Companies are able to develop their own virtual currencies and use them to offer incentives to customers who interact with their merchandise. This enables new business models that aren’t feasible in the physical world and gives businesses a new opportunity to monetize their goods and services.
In general, the metaverse is a fascinating new territory for marketers. It provides a fresh method for connecting with customers, developing immersive experiences, and making money off of goods and services. We can anticipate seeing more companies enter the metaverse and develop fresh, creative methods to communicate with their audience as technology continues to advance.
A brand can take advantage of the metaverse in a number of ways:
Metaverse platforms can be used by brands to hold virtual events like conferences, trade exhibitions, and product launches. People from all around the world can attend these events, giving them a bigger audience and a more immersive experience.
Virtual Showrooms: Businesses can hire a marketing agency to design online spaces where clients can view things in three dimensions. Customers may view things from all sides and get a better idea of how they feel and appear as a result.
Brand Storytelling: Metaverse platforms provide opportunities for brands to tell their stories in new ways. A brand’s history, values, and products can be explored in-depth by customers through immersive experiences.
Platforms in the metaverse offer chances for influencer marketing. Influencers can collaborate with brands to produce sponsored content that they can share with their followers, such as virtual fashion shows or product demonstrations.
Platforms for the metaverse provide innovative and intriguing opportunities for advertising. Companies can design interactive advertisements that engage consumers in novel ways, including letting them virtually try on clothes or accessories.
Interaction with customers: Metaverse platforms give businesses fresh methods to interact with their clientele. Customers can engage with brands more by taking part in interactive experiences that businesses design, like games or quizzes.
Ultimately, the metaverse offers fresh and creative methods for businesses to interact with consumers and develop one-of-a-kind, life-changing experiences. Brands may improve their interactions with customers and differentiate themselves in a crowded market by taking advantage of these opportunities.
Apppl Combine takes an unusually proactive approach in the development of a comprehensive marketing strategy for your brand. It’s the solution that works, not just a good looking piece of creative that doesn’t know where it’s heading. It’s the enterprising approach to anything we do that sets us apart from all others in the heard. We cultivate a responsive atmosphere in which the client is always the first concern and the success of our client, our ultimate aim. It’s just not about an idea, it’s about effective solutions. Solutions, which are greater than Ideas.
In the consumer-centric world where we live, we see millions of products and services in both the physical and virtual world every day. But how many do we remember? It is difficult for companies to differentiate and stand out, and that’s where Branding helps.
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