Mobile app fraud: Uncovering the menace lurking in the martech industry

There was a 40 per cent increase in iOS app install fraud when comparing the average fraud rate in the first six months of 2022, to the average fraud rate in the second half of 2022; Android rates rose by 46 per cent in the same time frame. Throughout the year it yielded an alarming USD 5.4 billion in global financial exposure.

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Why are marketers preferring account-based marketing?

According to the Information Technology Services Marketing Association (ITSMA) survey, 87 per cent of B2B marketers say that their ABM initiatives consistently outperform other marketing investments. Experts share some criterias to keep in mind while deploying an ABM strategy and the importance of aligning the marketing and sales team while doing the same.

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When Google reunited two countries, in three minutes

Through its three minute long ad film, Google India left its audience teary eyed with its ‘Reunion’ film a decade ago. Ad filmmaker Amit Sharma, Ogilvy’s Sukesh Nayak and Sideways Consulting’s Abhijit Avasthi (then NCD at Ogilvy) joined hands to give shape to a film that went on to become a raging success.

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Winzo responds to ASCI’s claims on ad violation

Saumya Singh Rathore, co-founder, Winzo mentioned that when a similar situation occurred last year, Winzo had highlighted to ASCI that such instances lead to a loss of faith and reputation. ETBrandEquity has learnt from other sources that back then as well, there allegedly was no information to the company from ASCI’s end on the kind of violations that it was accusing Winzo of.

Rural consumption is a focus for us, not rural penetration: Gunjit Jain, Colgate Palmolive India

In an interview with ETBrandEquity, Gunjit Jain, vice president, marketing, Colgate Palmolive India shared the key insights behind its latest campaign that relaunched Colgate Strong Teeth. He also shared what the rural scenario is like, of the oral care segment and how the company is leveraging digital to showcase its A game.

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I don’t think a CMTO role will exist: Martyn Riddle, Verint

In a conversation with ETBrandEquity, Martyn Riddle, vice president-marketing, Asia Pacific and Japan, Verint, answers why it is important for organisations to break departmental silos to build consumer confidence. He also believes that while it is important for CMOs and CTOs to work together, a role that combines the capabilities of a chief marketing and technology officer is less likely to exist.

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When brands sang maa tujhe salaam

Every year, while brands leverage the festive marketing season to their fullest, they do not miss out on these special days that come off (festive) season too. And celebrating mothers, no doubt tops their charts. We take a look at what brands did this Mother’s Day to celebrate moms across the world.

How Amul popularised milk in the 1990s

Through its ad ‘Doodh Doodh, Piyo Glass Full’, Amul and FCB team decided to position milk as other packaged beverages and make it an interesting proposition for consumers. While filming the ad, they didn’t expect the campaign to become the rage that it eventually did. Read on to know what made this ad a clear winner.

MarTech Day: What strategy worked for marketers and what didn’t

Marketers across sectors shared with ETBrandEquity their experiences with different martech tools. While some worked wonders, some failed to meet their expectations. Read on to know what worked and what did not.

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GoFirst lands straight into trouble

After delaying multiple flights on Wednesday night, GoFirst faced a massive backlash from passengers at the Mumbai airport.

Cadbury Bournvita controversy: did the brand suffer twice?

As the Bournvita vs Foodpharmer episode ended with the influencer making an unconditional apology, experts suggest the situation could have been tackled in a better manner. The episode also shows what creators need to keep in mind before putting out any kind of woke message to their audience.

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'Share The Load' is more of a movement, than a campaign for us: Sharat Verma, P&G

Sharat Verma, chief marketing officer, P&G India, and vice president - fabric care, P&G Indian subcontinent and Josy Paul, chairman and chief creative officer, BBDO India shared how the conversations around gender stereotypes have evolved, over the years and how Ariel’s ‘Share The Load’ campaign has adapted to the evolution.

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When SRK and Dhoni swapped roles for Videocon

In 2007, Shahrukh Khan and MS Dhoni featured alongside each other for Videocon’s ad. The idea was to swap their roles as actor and cricketer. What happened next?

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Why martech scores low on priority for Indian marketers

Mirum India’s latest report on martech mentioned that while martech spends globally are 25.4 per cent of the average marketing budget, in India more than 66 per cent of respondents spend less than 15 per cent of their marketing budget on martech. Experts decode why.

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Quick Style's take on being trend setters: BE Famous

In the latest episode of BE Famous, international dance crew Quick Style shared how being trend setters instead of followers helped them break through with their content. They also mentioned the kind of brand collaborations that followed later.

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Every single consumer has a different take on what fashion is: Sunder Balasubramanian, Myntra

In an interaction with ETBrandEquity, Myntra’s newly appointed chief marketing officer Sunder Balasubramanian shares what the brand’s aspirations are with global as well as Indian labels. He also highlights the key initiatives taken by the platform to enhance customer experience.

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We are not a D2C brand, yet we rely on it for marketing: Shantanu Deshpande, Bombay Shaving Company

At ad:tech New Delhi, Shantanu Deshpande, founder and chief executive officer of Bombay Shaving Company shared that the brand has a 50:50 omnichannel presence and only eight per cent of total presence comes from the D2C channel.

When Satish Kaushik played magician for NECC

In the 1980s, Satish Kaushik featured in the National Egg Coordination Committee's ad to promote the benefits of eggs, at a time when poultry farmers were distressed and egg consumption was not as big in India.

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International Women’s Day 2023: What do women marketers aspire?

This year for the International Women’s Day special feature, ETBrandEquity.com got eleven women leaders on board to understand their dreams and aspirations for fellow women professionals. They also shared some of their favourite brand stories, which were women centric.

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