Christina Moniz

Pepsi reignites the Cola Wars with a nostalgic ad taking a jab at Coca-Cola, while Reliance’s revived Campa Cola disrupts the market with aggressive pricing and advertising

The Damocles’ sword hangs over Rs 700 crores worth of ad money.

With a media budget of around Rs 850 crore, Dabur would be looking to benefit from the rub-off effect by promoting its product in the same light as products from the larger adversaries.

According to Ormax Media, South movies contributed close to 50% (Telugu: 20%, Tamil:15%, Malayalam: 10%, Kannada: 3%) to the country’s box office revenues in 2024, while Hindi cinema revenues accounted for just 40%.

Last week, JioHotstar announced that it had crossed 100 million paid subscribers, placing it well ahead of Amazon Prime Video at 20 million and Netflix at 12 million.

Three days ahead of the IPL, a carnival that brings huge ad monies, the Competition Commission of India raided offices of India’s biggest media agencies over alleged collusion on ad rates and discounts.

‘India is a market where both sachets & full-sized bottles sell’

Little wonder then that brands looking to cash in on the cricket fever are exploring influencer marketing as an alternative advertising vehicle this IPL.

The five-time IPL winner has had a rather rocky start to this IPL season with three consecutive losses and just one win.

Experts agree that spiritual content allows OTT platforms avenues to diversify and is especially impactful in rural markets that offer highly engaged audiences, which are often overlooked by many national OTT platforms.