NatureFresh® introduces #Badlobehtarkeliye campaign

The campaign talks about active parenting

e4m by exchange4media Staff
Published: Mar 27, 2023 6:26 PM  | 3 min read
NatureFresh

Cargill’s edible oil brand NatureFresh® has launched a refreshed brand campaign today. Called #BadloBehtarKeLiye, it highlights the importance of active parenting in a child's daily routine, to help them realize their maximum potential. Complete with a new pack design, TV commercial and on ground marketing initiatives, this campaign speaks to the health-conscious consumer. It creates an emotional connect by encouraging parents to be active participants in their child’s journey and success, by being healthier themselves.

Through this campaign, the brand is addressing the ‘Active Parents” community in the age group of 30-50 years, living in urban centers, who aspire to raise confident, ambitious, and happy individuals. Their success as a parent lies in helping their children achieve their full potential in whatever they do. NatureFresh seeks to find a role in the lives of consumers by helping them change old habits and shed inhibitions and delivering a superior quality product that offers 20% lower oil absorption, helping them feel more active and involved as a parent. When parents are actively involved both physically and emotionally in their children’s lives, they are better positioned to help them succeed.

To effectively communicate with consumers in Hindi speaking markets, NatureFresh has showcased the brand name and stance in Devanagari script on the pack itself. Through these initiatives, the brand aims to foster a deep brand connect and provide more meaningful experiences to consumers across North and East India.  

Commenting on the campaign, Subin Sivan, Marketing and Insights leader, Cargill Food ingredients said, “NatureFresh is Cargill’s homegrown consumer brand, and has been trusted by consumers for over a decade. We are committed to taking this legacy forward by delivering a unique product capability of 20% lower absorption to helps parents and children who seek a healthier and more active lifestyle. Through our #BadloBehtarKeLiye campaign, we aim to inspire parents to actively participate in their child’s daily life and support their growth and development. We believe that every moment spent with a child is precious, and by being an active parent, one can make a world of difference in their child's future.”

Commenting on the TVC, Nikhil Mahajan, GM and Chief Growth Officer BBDO said, “NatureFresh offers a very distinct benefit of 20% less oil absorption which in turn makes the food lighter. We found this to be a very relevant product benefit for our consumers who are constantly seeking ways to maintain an active lifestyle for themselves and their family. There’s a very interesting cultural shift where the younger generation feels it’s easier and more comforting for them to achieve their dreams when their parents truly partner them. This in turns motivated the parents to breakout of their comfort zone to take initiatives to stay active. This sweet spot is what we built our brand narrative around. I am super excited with the idea and can’t wait to see the results and the impact this campaign will have on business.”

NatureFresh is Cargill’s homegrown brand that has a product portfolio spanning multiple cooking oil variants - primarily Soyabean and Mustard oil, besides wheat flour (atta). With its superior product proposition and emotive brand stance, NatureFresh is set to become the preferred choice for consumers across North and East regions of India.

Brand TVC went live on March 15, 2023.

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TV AdEx: Big shows & festive season to bring respite after sluggish summer?

The second half will see launch of marquee shows like KBC, Big Boss, Indian Idol, Khatron Ke Khiladi, along with big-ticket event, the 50-over Cricket World Cup

By Aditi Gupta | Jun 9, 2023 9:27 AM   |   4 min read

TV

Advertisers are looking to make the most of the upcoming festive season combined with the big-ticket shows and sporting events scheduled to be telecast on TV during the latter half of the year.

After going through a comparatively low phase in this summer season, especially during the recently concluded 16th Indian Premier League (IPL), brands are expected to go full swing at the time of festive season and airing of high impact shows like Bigg Boss, KBC etc and sporting events like Cricket World Cup, industry experts told exchange4media.

Experts believe that with these big properties coming up, brands will leverage from them and might make up for the low ad volumes earlier this year.

Speaking to e4m, Ashish Sehgal, Chief Growth Officer, ZEE Entertainment Enterprises Ltd, said, “Festive season starts in August and will last till December. There is anticipation that advertising will pick up during that time. By September-October, new-age companies will also start coming up. Big-impact shows attract more viewers so advertisers like to ride on it.

“TV advertising is attracted majorly by big-ticket shows or reality shows like KBC, Bigg Boss, Indian Idol etc. With regionalisation of channels, many shows are being launched which are in high demand. So, advertisers are pulled towards them as well. Like these reality shows are also running across languages and have their own seasons,” he said.

Sharing a similar view, Amol Dighe, CEO, Investments and Business Development, Madison Media, said with big-impact shows, there will be a lot of action in the coming months.

“The second half will see the launch of marquee shows like KBC, Big Boss, Indian Idol, Khatron Ke Khiladi etc as usual, along with big-ticket event, the 50-over Cricket World Cup. So yes, there will be a lot of action in the second half. Brands will look to leverage these events /shows to build visibility and awareness,” he said.

Similarly, Sandeep Goyal, MD, Rediffusion, told e4m that the second half of the calendar is quite busy.

“The economy is generally buoyant. So, volumes should remain upbeat,” he said.

According to Sehgal, brand categories which get active during the festive season and big-ticket shows include real estate, auto industry, paint brands, BFSI (banking, financial services and insurance).

However, Dighe said that almost all categories can leverage TV content by associating with marquee shows and sporting events.

“The power of the idea will make the association impactful,” he said.

Giving a slightly contrasting opinion, Pawan Jailkhani, Founder Director, Brand Tale House and formerly Chief Revenue Officer with 9X Media, said the advertisers have been holding back their budgets globally and with several platforms available, TV may not get much share of advertisements.

“There is a sort of slowdown as advertisers have been holding back their budgets globally. Marketers in the new ecosystem not only plan TV, but seriously invest in various mediums of technology, MarTech and AdTech space in a big way. India is a strong market when it comes to tech advertising, but there is a word of caution on spending and I see growth coming back in the last two quarters.

“But there is definitely a huge realignment in terms of medium. Mobile advertising is the new norm and mass medium now, connected TV is the current buzzword, OTT space will get larger share, programmatic will gain a lot of share. Hence I see some stress in getting the same share of advertisers across impact properties on traditional medium,” he said.

According to Sehgal, the second half of the year could be better compared to the summer and IPL because advertising categories during the IPL period are different from the ones advertising during the festive season and the latter half of the year.

“Products are different in summers and winters. Like during IPL, cooling consumer products like refrigerators, cold drinks etc are advertised more. It is different during the latter half as the season changes and other brands come up. Advertisements are hence different,” he said.

As for Harikrishnan Pillai, CEO and Co-Founder, TheSmallBigIdea, “Marquee reality shows like Bigg Boss, Khatron Ke Khiladi (KKK), Sa Re Ga Ma Pa (SRGMP), and Shark Tank are anticipated to draw substantial viewership and offer excellent advertising opportunities. These shows have a dedicated fan base and provide brands with a platform to engage with a diverse audience across different demographics.”

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Adland gets Jamtara-ed! Job scam has industry on guard

Scammers have been posing as recruiters from top ad agencies to lure people in with promises of plum jobs and projects, swindling money from them in the process

By Tanzila Shaikh | Jun 9, 2023 9:13 AM   |   6 min read

scammer

Here’s a headline we never hoped to write, but the Indian ad world has now been beset by the scammer problem. Scores of Indians fall prey to phone scammers every day. Newspapers are rife with stories of bank accounts being wiped out or credit cards being swiped for ungodly amounts. Technology is evolving too rapidly for people to keep up with, making the general public susceptible to scams, spams and crimes.  

Taking a leaf from Netflix series Jamtara, sweet-talking scammers have been targeting people pretending to be executives from top Indian advertising agencies. Conversations typically start on WhatsApp and are then continued on Telegram. The modus operandi is to lure people in the name of jobs, win their trust by paying for one or two jigs and then later coaxing them to invest in cryptocurrency. Victims of these scammers have lost a lot of money in the process. 

It’s unclear why only ad agencies and executives are being targeted by the scammers. Ogilvy’s Chief Talent Officer Monty Bharali believes that the criminals are cashing in on the hard-earned reputation of top agencies to increase the likelihood of response from the victims.  

Said a dentsu spokesperson: “Fraudsters have been representing themselves as denstu employees or agents. They send such messages in connection with subscriptions to social media channels in exchange for monetary returns, jobs in dentsu or similar matters and offer monetary returns.”  

Rita Verma, President & Head – HR, DDB Mudra Group, said, “The rise in scam calls or texts offering fraudulent full-time and part-time jobs under the company name is a concern for us.  

"Post the pandemic, WFH has become a big lure for people to get scammed. There have been many lay-offs and there are many desperate for employment who fall prey to such activities," said Krishna Iyer, Director - Marketing at MullenLowe Lintas Group. "Posing as an ad agency has become one more way to bait the unaware. The scammers just cast the net wide and there will be some fish to catch."

Some chats that we came across of scammers are posing as agencies: 

 

Agencies fight back

With scammers name dropping agencies, the onus is on advertising companies to warn people against the scammers. Many agencies as well as top executives have taken to their social media platforms to spread awareness about the scammers.  

He assured that the agency has been doing its bit to prevent more people from falling prey to these scams. “To start off with, when we first encountered this misuse of the Ogilvy name, we lodged the necessary formal complaints with the cybercrime cell, we have also made sure using our social media handles we communicate to any potential victims that Ogilvy India doesn't extend such communication to offer such jobs and services via such entities. We truly believe that everyone must stay vigilant against what clearly seems like widespread fraud,” said Bharali.  

"As soon as we receive queries regarding suspicious activities a prompt response is sent advising recipients not to engage. We also publish warnings on our website to discourage any involvement. As an agency, we take all necessary measures to protect our company's reputation. Additionally, we work closely with our legal advisors to initiate appropriate legal action against the scammers, while also reporting the matter to the Cyber Crime Unit for further," said Iyer.

Even denstu assured that it has been working with the law enforcement authorities to report such matters as and when they crop up. 

“None of the entities or brands of dentsu pay people for writing reviews or subscribing or liking to channels on any digital platforms such as YouTube, Instagram, or for such jobs in dentsu. You may report such fraudulent incidents by writing to us at Connect.India@dentsu.com. Any money transaction for any such actions is at your own risk and dentsu will not be liable for any such loss or damages,” said the spokesperson.  

Verma clarified that the DDB Mudra Group does not approach or encourage individuals to plant reviews for products or services. “Moreover, the DDB Mudra Group will never ask for any kind of monetary investment or compensation in exchange for jobs.”  

To counter the menace, the Group has been placing great emphasis on cyber security training with multiple refreshers in a year. “While we have safeguards in place, courtesy of our incredible IT team, identifying threats at an individual level works best. Data security is a modern necessity, and every individual must practice it”, she said.

Mirum India CEO Hareesh Tibrewala shared a four-point method to identify scammers.  

“One, check the email ID from you got the message very carefully. Most of the time, the company name will be misspelt in the email ID,” he said. 

“Two, verify from the company website if there is actually position available that is being offered to you and does that position require you to pass any test if at all. Three, check on Linkedin the profile of the person offering the job to see if it is a genuine profile. And four, normally no reputed company will ask you to take some specific certification (that requires upfront payment) before applying for a job,” shared Tibrewala. 

But to a sophisticated scammer, the sky is the limit when it comes to ingenuity. 

“I have seen cases of very sophisticated scammers who will go to the extent of creating a duplicate company website (with some misspelling) as well creating numerous fake Linkedin profiles of people in the organisation so as to sound very authentic. In this specific case, the only way one realized that this was a scam was because the company domain name and the recruitment agency domain name were registered on the same day in the name of the same person,” he said sharing an anecdote of his experience.

Reiterating Tibrewala's point, Iyer said that no legitimate organisations request upfront payment and that itself should serve as a red flag. "Seek clarification or further information directly from the company. Checking reviews or feedback from multiple sources. Be cautious when encountering text messages offering payment for watching videos or requests for upfront payments or offering jobs from unfamiliar phone numbers or email addresses. Trust your instincts and seek advice from trusted sources if any offer or situation seems too good to be true. If you come across any suspicious activity, report it immediately to the appropriate authorities. Stay vigilant to reduce the risk of falling victim to such scams," he concluded.

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Zomato withdraws its 'casteist' commercial

Unintentionally, we may have hurt the sentiments of certain communities and individuals, the company said in a statement

By exchange4media Staff | Jun 8, 2023 6:23 PM   |   1 min read

zomato

Restaurant aggregator Zomato on Thursday withdrew its 'Kachra' ad campaign after it received severe backlash on the internet.

The campaign, which was released on the World Environment Day on June 5, featured actor Aditya Lakhia known for his role as “Kachra” in the 2001 movie Lagaan. In the film, the actor was seen transforming into objects such as stool, lamp, and hand towel. The film also mentioned the amount of plastic used in the production of these items.

The aim of the ad, according to the company, was to highlight Zomato’s recycling efforts. However, netizens termed it casteist and insensitive as in the film, the character “Kachra” belonged to a lower caste background.

Rolling back the film, the company issued a statement saying they had no intention of hurting the sentiments of any communities or individuals. They clarified that the campaign was solely intended to raise awareness about “recycling plastic waste” on World Environment Day. 

Unintentionally, we may have hurt the sentiments of certain communities and individuals. We have taken down the video,” said the company.

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Alia Bhatt is up-for-life with mCaffeine’s new campaign

The campaign is conceptualized and executed by Wondrlab

By exchange4media Staff | Jun 8, 2023 6:05 PM   |   3 min read

mcaffeine

mCaffeine has announced the launch of its new campaign, ‘Up For Life’, featuring Alia Bhatt. With a humorous twist, the campaign unveils a warning that accompanies the use of mCaffeine products, making its users easy to spot in any scenario.

The digital campaign showcases youth icon Alia and mCaffeine's crowd-puller, the Coffee Body Wash, which revolves around the theme 'Too Much To Handle!' This campaign presents a series of ads aimed at highlighting the unique and energizing qualities of the brand's caffeine-based products through Alia's portrayal. It includes two brand films, one featuring Alia grooving in her own space, while the other showcases her fresh style of greeting, characterized by eccentric energy.

Speaking about mCaffeine's body care range, Alia said, “To be honest, I absolutely love mCaffeine's body care range. It really boosts my energy and prepares me for the day ahead. Simply put, it keeps me charged up! The main reason behind this is the presence of Caffeine, their key ingredient, which not only revitalizes my skin but also invigorates my senses.”

Responding to the vision behind 'Too Much To Handle' and the buzz surrounding it, Tarun Sharma, CEO & Co-Founder at mCaffeine, said, “In this campaign, with Alia, we are defining the after-effects of using mCaffeine's Coffee Body Wash range. The experience that comes with the Caffeine rush is surreal. It pumps you up so much that it becomes difficult to handle! It helps you bring out your true inner self and gets you ready for life.”

Adding to this, Vaishali Gupta, Chief Growth Officer and Co-Founder said, “We have always pledged to distinguish our products from what the industry has to offer. The inclusion of our single yet hero ingredient, Caffeine, has carved a niche that sets us apart. It is not only the benefits of Caffeine that help create an impact but also the energizing after-effects it adds to an individual's lifestyle.”

Amit Akali, CCO & Co-founder, WYP Wondrlab India said “mCaffeine is a unique body care product. That’s why we adopted a unique quirky tone of voice with crazy situations like getting an MRI. The point is that someone’s energy isn’t just infectious but makes them the life of any situation. Alia’s natural enthusiasm and fun personality were just the perfect brew.”     

The brand believes that Alia truly embodies their brand persona and the 'Up For Life' theme. She is relatable to their consumers and admired for her vibrant, go-getter personality. With her zest for life and ability to balance personal and professional commitments, she epitomizes living life to the fullest. Their vision with this campaign represents all those who seek the energizing effects of Caffeine, embrace the excitement of each day, and strive to make a positive impact. Their thoughtfully crafted products, including the range of Coffee Body Washes, empower them to seize opportunities every day.

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Kellogg’s HERSHEY’S Chocos' launch TVC revolves around a kid and his dog

The launch is being supported by a Pan-India campaign that will span over two months.

By exchange4media Staff | Jun 8, 2023 5:49 PM   |   2 min read

choco

Kellogg’s and HERSHEY’S have teamed up to launch the new Kellogg’s HERSHEY’S Chocos®. Through a strategic licensing partnership with HERSHEY’S, Kellogg India is introducing a co-branded Chocos® cereal variant to provide consumers with a new chocolatey experience, the company said.

The launch TVC of Kellogg's HERSHEY'S Chocos® revolves around a young kid and his dog friend, who together express their excitement and love for the new Chocos® variant through an engaging conversation. The launch is being supported by a Pan-India campaign that will span over two months. 

Commenting on the partnership, Ankit Desai, Marketing Director, Hershey India said, “We are thrilled at the prospect of bringing together two iconic brands that have long been the choice for millions of consumers. Through this launch, we aim to combine Hershey’s much-loved premium, chocolatey experience with the crunch of Kellogg’s Chocos®. We will be bringing this association live across multiple channels and stores, bolstered by an endearing campaign with an intent to bring smiles to millions of consumers.”

Sharing insights on the launch, Vinay Subramanyam, Senior Director, Marketing, Kellogg South Asia, said, "With schools set to reopen, homes across the country will witness the age-old morning rush as kids hurry to get to school and parents hurry to get them ready. During such times, a new offering such as Kellogg’s HERSHEY’S Chocos® will be warmly welcomed by both children and parents. The product promises to be ‘too much chocolatey fun’, making the idea of breakfast with milk even more exciting. In a one-of-a-kind collaboration, Kellogg’s Chocos® and HERSHEY’S, two legacy brands, have come together to create an irresistible chocolatey experience that kids will love! We believe that this new delicious breakfast cereal will provide kids with a satisfying boost of energy in the morning before embarking on their school day adventures. It might even find its way into their school bags as a yummy snack.”  

Shahrukh Irani, Executive Creative Director, Ogilvy India expressed excitement about unveiling a unique TV commercial for the new variant. He said, "How do you convey that Kellogg's HESRSHEY's Chocos® is so much chocolatey fun to have? You let the dog do the talking! The cute banter between the boy and the dog drives home that point and is sure to be too much fun for the kids.”

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Wakefit.co uses AI to bring alive the kid version of Ayushmann Khurrana

The campaign, Andar ke bacche ko jaga, aims to highlight the core benefit of a good night’s sleep

By exchange4media Staff | Jun 8, 2023 4:52 PM   |   3 min read

wakefit

Wakefit.co has embraced the artificial intelligence wave in its latest ‘Andar ke bacche ko jaga’ campaign featuring their brand ambassador actor Ayushmann Khurrana. The TVC showcases Ayushmann Khurrana in his present age as well as a kid version of him who wakes up every day, full of enthusiasm and energy, after sleeping on a Wakefit Orthopedic Memory Foam mattress which comes with Shape SenseTM technology that takes the shape of your body. The younger version of the actor is seen enacting multiple movie characters that have been loved by his fanbase, along with an added childlike energy. 

The brand campaign was co-ideated in partnership with Spring Marketing Capital, produced by Twilight Entertainment, and directed by Vasan Bala. 

To create the kid version of Ayushmann, Wakefit.co has used Artificial Intelligence (AI) in addition to computer graphics. The brand used Ayushmann's current pictures as input in an age progression tool to create a younger version of him. Using deep learning AI programmes combined with thousands of images of the Bollywood star, the brand constructed a 360-degree CG model of young Ayushmann's face. The TVC blurs the line between imagination and reality by showcasing the energetic kid version of the celebrity in action with true-to-life skin tones and expressions while keeping his resemblance in a seamless manner.

On the release of the TVC, Prateek Malpani, Head of Brand, Wakefit.co, said, “The insight is simple - a lot of our consumers mentioned that they are a much better version of themselves when they sleep healthier. They are more productive, more enthusiastic, more energetic and we all have heard stories on how all of this reminded us of our younger selves. We took a leap from there and imagined what Ayushmann, who’s known to do out-of-the-box projects, is able to do because he sleeps well on a wakefit mattress and wakes up with a child-like energy to seize the day. The countless number of reviews and ratings are testimony of our product quality and experience and hence in this campaign we wanted to concentrate on a much higher order benefit. We are thankful to Ayushmann for his incredible effort and to our audience who have received our past content with so much appreciation.”

Actor Ayushmann Khurrana said, “I am thrilled to be a part of Wakefit.co's new brand campaign, which showcases their commitment to innovation and creativity. Collaborating with Wakefit.co has been an incredible experience, as they have utilized advanced AI technology to transform me into my childhood self. This campaign beautifully captures the essence of nostalgia and the importance of a good night's sleep. I am excited to be associated with a brand that values quality, comfort, and the pursuit of better sleep.” 

Sandeep Balan, Partner, Spring Marketing Capital, said “We are delighted to have collaborated with Wakefit.co on this innovative brand campaign. At Spring Marketing Capital, we believe in pushing creative boundaries and delivering impactful campaigns that resonate with audiences. The concept of using AI technology to transform Ayushmann into his childhood self perfectly aligns with Wakefit.co's innovative approach and commitment to excellence. We are excited to see the campaign's impact in inspiring people to prioritize their well-being and embrace a better sleep experience.”

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Infinity Learn launches campaign with Rohit Sharma

In the film, Rohit Sharma Badal Gaya, the cricketer explains the features of Infinity Learn

By exchange4media Staff | Jun 8, 2023 4:16 PM   |   2 min read

Infinity

Infinity Learn by Sri Chaitanya has teamed up with Captain and Hitman Rohit Sharma to launch an educational ad campaign titled 'Rohit Sharma Badal Gaya.' This collaboration aims to inspire and empower students across the nation, showcasing the transformative power of education for personal growth, stated a release.

The campaign 'Rohit Sharma Badal Gaya' revolves around the premise that Rohit Sharma has been exploring the Infinity Learn app, and is inspired by its features like Live Classes, Self-learn, (CYOT) Create Your Own Test, and Detailed Reports and Analysis. 

“Rohit Sharma begins applying these features in every sphere of his life. He demands the same level of preparation from his staff, coach, and those around him. In a series of four insightful ads, the viewers can witness secret meetings among Rohit Sharma's team members as they try to adapt to his new expectations. However, their covert discussions are disrupted by our Hitman, who patiently explains the features of Infinity Learn and why they are important,” said the release.

The campaign expands to also give fans the chance to win a Rohit Sharma autographed bat.

Commenting on the campaign, Ujjwal Singh, President & CEO of Infinity Learn by Sri Chaitanya, expressed his excitement about the collaboration, stating, " I am pleased to inform you that Infinity Learn is embarking on this journey as well, aligning with the profound potential that lies within the intersection of sports and academic excellence. Infinity Learn has consistently championed exceptional students with outstanding results. Our collaboration with Rohit Sharma aligns perfectly with our vision of ‘Powering Learners’ Success’ to reach their full potential. By combining Rohit Sharma's remarkable journey with our innovative learning solutions, we aim to inspire and transform the lives of countless learners." 

Rohit Sharma, renowned Indian cricketer, and brand ambassador of Infinity Learn by Sri Chaitanya, shared his enthusiasm for the campaign, saying, "My experience with Infinity Learn has been incredible. I've been fortunate to witness their steadfast dedication to delivering quality education and fostering student empowerment. The 'Rohit Sharma Badal Gaya' campaign represents our shared conviction in the transformative power of education. Together, we aim to inspire and ignite the passion for learning in students across the nation." 

The ad campaign, created in collaboration with O’factor, is launched across various media platforms, including digital channels, and social media, reaching millions of students and young learners nationwide. It aims to ignite a spark within every individual, encouraging them to embark on their transformative educational journeys.  

 

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