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Every Indian summer has one undeniable protagonist — the mango. And as National Mango Day (July 22) nears, brands across sectors, food, fashion, beauty, wellness, and hospitality are going all out to pay tribute to the golden fruit that has defined our palates, memories and moods for generations. 

Whether it’s a bottle of Maaza, a French patisserie creation, a mango-hued dress or a SPF-infused lip balm, the mango is finding centre stage in campaigns, products and storytelling — proving once again why it remains not just a fruit, but a feeling.


Maaza: Bottling Everyday Wins with Mango and AI

For Coca-Cola’s mango beverage brand Maaza, the love story with mango is eternal. “Maaza has always stood for the timeless love India holds for mangoes,” says Ajay Konale, Director - Marketing, Nutrition Category, Coca-Cola India and Southwest Asia. Through campaigns like ‘Maaza Ho Jaaye’ and the recent ‘Chhoti Waali Jeet’, the brand combines nostalgia with tech-powered storytelling. Using an AI platform, Maaza transforms small daily victories into personalised animated videos, ensuring mango memories are not just consumed, but shared.

<a href="https://images.storyboard18.com/storyboard18/2025/07/Maaza-MazaHoJaye-2025-07-286b053af7370e9939e793355b3a6112.webp"><img src="https://images.storyboard18.com/storyboard18/2025/07/Maaza-MazaHoJaye-2025-07-286b053af7370e9939e793355b3a6112-1024x576.webp" alt="" width="750" height="422" class="aligncenter size-large wp-image-75471" /></a>


NIC Ice Creams: Farm to Freezer Freshness

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At NIC Ice Creams, mango is a round-the-year bestseller. “We source Alphonso mangoes directly from Ratnagiri farms,” says Raj Bhandari, Director, Walko Foods. Their mango ice cream, studded with real fruit chunks, taps into both indulgence and authenticity. The brand is now exploring new regional mango varieties to create flavour fusions.


Two Brothers Organic Farms: Pickles Packed with Tradition


<img src="https://images.storyboard18.com/storyboard18/2025/07/Satyajit-Hange-Co-founder-Two-Brothers-Organic-Farms-2025-07-d9a0f000a1b68da9712c96faf4f1d231-1024x683.jpg" alt="" width="750" height="500" class="aligncenter size-large wp-image-75466" />

On the more artisanal and rooted end of the spectrum is Two Brothers Organic Farms, where mangoes are preserved in time-honoured pickling traditions. “We’ve seen a 2x growth in our mango-based products this year,” says Satyajit Hange, Co-founder. The Raw and Spicy Mango Pickles made from native, organically grown varieties are not just products but expressions of India’s culinary heritage.

The Bench: Old Bangalore, New Mango Stories

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At The Bench, a Bangalore-based culinary and cocktail destination, the mango is not just seasonal, it’s sacred. From Raw Mango Chilli Chicken and mango desserts to Mirchi Mango cocktails, the restaurant is curating a premium yet nostalgia-drenched mango experience. “We want our guests to feel the warmth of Old Bangalore, when food was simple, bold, and rooted in flavour,” says Ajay Hegde, Founder, The Bench.


Karma Lakelands: Designing with Mango in Mind


<img src="https://images.storyboard18.com/storyboard18/2025/07/Exotic-Mango-Cake-2-1-2025-07-247c5ea9067541f8af3cfc078866085b-768x1024.jpg" alt="" width="750" height="1000" class="aligncenter size-large wp-image-75473" />


Luxury eco-resort Karma Lakelands takes inspiration from mangoes across its culinary and design storytelling. “Their colour, texture and cultural nostalgia drive our Mango Fest creations — from Mango Mint Panna Cotta to Swiss Mango Trifle,” says Akash Roy Saigal, GM. The idea is to make mangoes not just taste good, but feel good — as part of a slow, sensory summer.


Ladurée India: French Flair, Indian Fruit

<img src="https://images.storyboard18.com/storyboard18/2025/07/MangoCroissant-2025-07-84f29cec225294dec7f0aaf1c0cc77d5-683x1024.jpg" alt="" width="683" height="1024" class="aligncenter size-large wp-image-75475" />

Even the haute patisserie house Ladurée, known for its macaroons and Parisian finesse, has embraced mango magic. “We created a limited-edition summer menu featuring a mango croissant with passion fruit coulis and a pistachio-mango tart,” says Chandni Nath Israni, Co-Founder of CK Israni Group. 

The blend of French technique with Indian ingredients has struck a chord with guests — turning mango into a fine dining hero.


Hyphen: From April Fool’s Joke to Cult Lip Screen


<img src="https://images.storyboard18.com/storyboard18/2025/07/HYPHEN-Mango-Lip-Screen-1-2025-07-b648fd5777c2a198c46dc42123c303b5-819x1024.jpg" alt="" width="750" height="938" class="aligncenter size-large wp-image-75476" />

When beauty startup Hyphen teased a mango-flavoured lip balm on April Fool’s Day 2024, they didn’t expect the joke to snowball into product demand. “Consumers kept DMing us until we launched it,” laughs Vaishali Gupta, Co-founder. The result? A Mango Lipscreen SPF 50 PA++++ that hydrates, protects, and transports users straight to sun-soaked summer breaks. “This was proof that mangoes aren’t just fruits — they’re emotional flashbacks.”


Miraggio: Bags That Taste Like Summer


<img src="https://images.storyboard18.com/storyboard18/2025/07/MP9_3693-2025-07-8f5f83705dd1077947271d211b5c9cdc-683x1024.jpg" alt="" width="683" height="1024" class="aligncenter size-large wp-image-75477" />

Luxury handbag label Miraggio channelled the nostalgia of mangoes into its Summer Scoop collection. “The mango-toned variant stood out for its juicy vibrance,” says Founder & CEO Mohit Jain. For the brand, mangoes weren’t a literal design element — but a colour, an energy, a story.


The House of Rare: A Moodboard, Not a Motif


<img src="https://images.storyboard18.com/storyboard18/2025/07/Rareism-Poplin-Vneck-Half-Sleeve-Top-INR-1299-2025-07-239f29b36e451f3dabca6d1395fa47a0.png" alt="" width="674" height="834" class="aligncenter size-full wp-image-75478" />

Women’s fashion label Rareism took an even subtler approach. “We don’t design with mango shapes — but with mango moods,” explains Akshika Poddar, Co-Founder. The soft yellows, sunlit greens, and relaxed silhouettes reflect a summer shift — one that mango season quietly ushers in.


A National Emotion


From Ratnagiri farms to AI-driven videos, French croissants to mango-coloured bags, the mango has evolved into far more than a fruit. It’s a cultural connector, a design cue, a memory trigger, and a marketing muse — inspiring campaigns, products and menus that cut across geographies and generations.

On National Mango Day 2025, India isn’t just eating mangoes. It’s wearing them, drinking them, celebrating them, and remembering the summers they represent. Because in the end, mango isn’t a seasonal trend, it’s a national sentiment.

Sip, Scoop, Snack: Brands turn the 'King of Fruits' into a cultural, culinary and creative phenomenon

Everyone Storyboard18 spoke to who uses YouTube Premium swears by it. No ads, uninterrupted playlists, background play, downloads — the experience is smooth, addictive, and, as many described it, “worth every rupee.” And yet, the numbers tell a different story: less than 5% of India’s YouTube audience is on Premium, according to industry estimates.

That’s the paradox. YouTube Premium isn’t failing because people don’t like it — it’s failing because most never try it. Despite aggressive ad enforcement and user frustration with poor targeting and frequency, Indians remain reluctant to pay ₹129 a month to make the annoyance go away.

Why? It’s not just about affordability. “In India, paying to not see something still feels counterintuitive to most digital users,” says Sindhu Biswal, CEO and founder of BuzzLab. “We’re a country that’s grown up on jugaad, skip buttons, and watching full cricket matches with banner ads dancing on top.” For most, he explains, YouTube’s Premium pitch essentially paying for an absence is a tough sell, especially when platforms like Spotify or OTTs offer visible benefits like exclusive content or early access.

Still, for those who’ve made the switch, Premium is more than ad-free browsing — it’s a habit.

Aditya Worah, a podcast producer says, “Spotify has just songs and podcasts, but YouTube has that — and much, much more.” Whether it's listening while walking, cooking, or working, Premium’s background play and download options have become indispensable.

Akshay Mathur, Founder & CEO - Unpromptd, who is a Premium Family plan subscriber for nearly a year, highlights two major use cases: background play for multitasking and an ad-free YouTube Music experience, particularly during parties. “The only downside, in my opinion,” they say, “is that at this price point, there’s no access to premium content. It should include some better and exclusive content.”

Manish M Nagori calls the service ‘fully satisfying’, especially with a child at home. “It’s connected to my TV where my kid listens to nursery rhymes, so no ads is a great feature.” He praises YouTube’s compatibility across platforms — Android TV, iPhone, CarPlay — and the YT Music app’s “great randomized algorithm.” His only gripe is YouTube’s own UX issue: “Not being able to find Continue Watching videos.”

Rutwik subscribes primarily for music. “YouTube is the original content repository for artists — the hub for all music, remixes, special sets,” they say. “Other platforms lose access to songs due to licensing, but YouTube is a saviour during those times.”
The ad-free benefit has grown on them too. “When I’m watching a recipe, revisiting old videos, or learning a skill, not having ads saves time. Though as a marketer, it feels a bit ironic — guilty as charged.”
They’re happy with the service overall: “The pricing is fair, and features like PiP, queuing, and syncing across devices really enhance the experience.”

Rony Patra values both YouTube Premium and Spotify, but sees YouTube as unmatched in scale. “Spotify is great for surfacing unknown artists. But YouTube’s catalogue is deeper — especially for long-lost or rare songs. YT Music’s algorithm may not match Spotify, but it performs decently.”

A Sound Strategy With a Muffled Pitch

The user experience is not the problem — the messaging is. “YouTube Premium isn’t selling an experience,” Biswal points out. “It’s selling an absence. And until that changes, it’ll remain a nice-to-skip product in India.”

From a business model perspective, YouTube Premium makes strategic sense. According to Arjit Sachdeva, co-founder of VDO.AI, the platform is clearly in long-game mode. “YouTube reported $8.92 billion in ad revenue for Q3 2024, up 12% year-on-year. And they’ve invested in server-side ad injection — not something you do for short-term gain.”

He notes that Premium subscribers also generate more consistent revenue per minute for creators, since payouts are based on watch time, not volatile ad CPMs. “They’re betting their content moat — especially among heavy users — is deep enough to shift behavior.”

Still, Sachdeva flags a fundamental challenge. “When 52% of users don’t convert despite aggressive prompts, it’s a messaging issue, not a pricing one.” He contrasts YouTube’s approach with Netflix’s — the latter built desire through exclusivity. “YouTube is limiting existing features instead. It’s a strategic plan hampered by tactical friction.”

The risk? “The execution might undermine what’s otherwise a smart model,” he warns. “There’s a clear shift toward subscription revenue. But the way it’s being pushed could be slowing that evolution.”

Meanwhile, Kartik Mehta, Head of Asia at Channel Factory, highlights a parallel concern: ad fatigue. “Most Indian users accept ads as the cost of free content — but poor targeting and repetition wear them down.” His firm’s consumer research shows that 68% of users are open to ads — if they’re relevant. But fatigue levels in India are already 10% higher than other APAC markets.

“The irony is that Premium uptake is low, so most brand activity still targets the free tier,” he says. “But that makes relevance even more important. Bad targeting feels intrusive. Good targeting adds value.”

YouTube’s move to block ad blockers with global ad blocker usage near 43% — may boost revenue, Kartik notes. “They hit $10.4 billion in ad revenue in Q4 2024, a 13.8% YoY jump. With this crackdown, revenue could surge by another 30–37%.”

YouTube Premium doesn’t have a product problem — it has a communication problem. For users who’ve taken the leap, it’s sticky, satisfying, and surprisingly versatile. But for the rest of India, it remains invisible, misunderstood, or simply unnecessary. Unless YouTube can shift the narrative from “remove the annoyance” to “unlock a better experience,” the service will remain beloved by a few and bypassed by the many.

Read More:<a href="http://YouTube to invest Rs 850 crore into Indian creators: Neal Mohan" rel="noopener" target="_blank">YouTube to invest Rs 850 crore into Indian creators: Neal Mohan</a>

Read More:<a href="https://www.storyboard18.com/how-it-works/your-tragedy-their-ad-has-digital-advertising-lost-its-soul-63832.htm" rel="noopener" target="_blank">Your tragedy, their ad: Has digital advertising lost its soul?</a>

YouTube Premium's muffled pitch: Why a "sound strategy" isn't converting in India

In a world where bottled water ads usually push sleek designs and purity claims, a quiet revolution was brewing in Colombia - and it came in the form of a humble bottle cap.

The campaign didn't scream luxury or lifestyle. Instead, it addressed a basic human need: safe drinking water. And it do with smarts, sustainability, and soul.

Also Read: <a href="https://www.storyboard18.com/brand-marketing/global-ads-spotlight-heres-how-a-digital-book-club-took-on-americas-censorship-crisis-75023.htm">Global Ads Spotlight: Here's how a digital book club took on America's censorship crisis</a>

Filsa, a Colombian water filter brand, teamed up with Ogilvy Colombia, Baylor International, and the Colombian Red Cross to tackle the country's water crisis in a way that was both deeply practical and emotionally powerful. 

The result? Filter Caps - small, 3D-printed biodegradable caps made from sweet corn starch resin that can mineralize and purify water on the go.

The premise was simple but striking. Over 3.7 million Colombians, particularly the Wayuu community in the desert region of La Guajira, lacked access to safe drinking water. 

Traditional water purifiers were wither too expensive or too complex. Filter Caps flipped the script. They transformed ordinary water bottles into pocket-sized water treatment plants - no electricity, no fuss.

And this wasn't just a charity drop-and-go stunt.

The initiative was designed with long-term impact in mind. 1,000 caps were distributed through a coordinated effort with humanitarian partners, helping provide over 10,000 people with access to clean drinking water. 

The campaign claimed an estimated 1.8 million tonnes of filtered water per year. That's not just awareness - it's impact.

Visually, the campaign didn't need glossy cinematics. The story was compelling enough: real communities, real problems, real change.

The biodegradable angle was the idea extra weight in a world increasingly allergic to plastic. In many ways, the campaign spoke louder in silence than most with multimillion-dollar media budgets.

Also Read: <a href="https://www.storyboard18.com/brand-marketing/global-ads-spotlight-shebas-gravy-race-was-the-most-unexpected-ad-win-of-the-year-heres-why-74753.htm">Global Ads Spotlight: Sheba's 'Gravy Race' was the most unexpected ad win of the year. Here's why</a> 

And yes, the creative industry noticed. Big time.

At the D&AD Awards, Filter Caps took home a Future Impact Pencil, celebrating ideas in their infancy that already show massive potential for global change.

At Cannes Lions, the campaign struck gold - a Gold Lion in the Sustainable Development Goals category - for its intersection of innovation, sustainability, and human compassion.

The takeaway? This wasn't an ad that asked you to buy - it asked you to believe in better.

Also Read: <a href="https://www.storyboard18.com/brand-marketing/global-ads-spotlight-how-the-sydney-opera-houses-50th-anniversary-campaign-broke-new-ground-66424.htm">Global Ads Spotlight: How the Sydney Opera House’s 50th anniversary campaign broke new ground</a>

Global Ads Spotlight: How a tiny filter made a big splash in Colombia

As India's media and entertainment landscape undergoes seismic shifts - driven by changing consumption habits, the OTT boom, advertiser realignments, and digital disruption - legacy players are being challenged to transform from within.

At the heart of this transformation is Zee Enterprises Entertainment Limited (ZEEL), which recently revealed a bold new brand identity under its 'Z What's Next' vision.

Also Read: <a href="https://www.storyboard18.com/brand-marketing/zee-entertainment-launches-new-identity-and-brand-universe-66257.htm">Zee Entertainment launches new identity and ‘brand universe’</a> 

To decode the story behind the rebrand and understand the road ahead, Storyboard18 caught up with Ashish Sehgal, Chief Growth Officer at ZEEL, for an in-depth conversation on platform evolution, regional strategy, and the new face of engagement in the content-first economy.

Rebranding with Purpose

Zee's new brand identity, launched as part of its 'What's Next' vision, marks a significant shift for the legacy media company. But what does a refreshed logo or sleek brand narrative really mean for the business?

"The whole idea to rebrand the whole Zee offering and also the identity was to connect with today's consumer," Sehgal explained. "And when I say today's consumer, it does not mean only youth. The way everybody is consuming media is changing... So it becomes very important that you refresh your brand, you don't remain fuddy-duddy."

He emphasized that the rebranding was not just about aesthetics but about evolving Zee's promise as content-first company powered by technology. "We are saying: I am content first, and technology is going to help me build that reach. So I will take my content wherever the consumer is sitting."

And that, Sehgal noted, is key to attracting advertisers. "What is an advertiser wanting? Advertiser is looking at the consumer I am reaching to... If I reach more and more consumers, it helps us to take that reach to the advertiser for them to build their businesses."

Diversifying Revenue: Beyond Linear, Beyond Ads

Zee is moving swiftly to counter headwinds in the traditional television space by unlocking new monetization avenues across digital and live formats. "We have now, of course, Zee5, which is a digital offering," Sehgal noted. "We have opened up even ads onto our AVOD consumers so that we can offer premium customers to our advertisers."

The company is also reinvesting in live events and IP-driven experiences to deepen engagement and drive experiential brand value. "We are creating our old IPs, building them, and curating them from today's perspective. That helps brand building and becomes a touch point for advertisers to engage with our consumers."

Sehgal also touched on newer distribution and monetization models. "We have opened up FAST channels recently on OEMs... So only advertising money from television is not the focus. We are now opening new streams to improve our subscription base through offerings like seven language packs, and even exploring commerce through content."

Also Read: <a href="https://www.storyboard18.com/brand-makers/divya-karani-and-saurav-adhikari-join-zee-board-following-shareholder-nod-73474.htm">Divya Karani and Saurav Adhikari join ZEE Board following shareholder nod</a> 

The Zee Bet: Building, Not Buying

With Pay TV under pressure and the rise of streaming giants, the media landscape is ripe for consolidation. Yet, Sehgal reasserted Zee's confidence in organic brand creation over acquisition. "Zee has always believed - more than acquisition - we try to build our own brands."

Pay TV still remains relevant, he insisted. "It is still the biggest reach medium for any advertiser, even at current stage... and people who came onto free TV a few years back are now upgrading themselves onto television."

To reinvigorate Pay TV, Zee is betting big on exclusive content and strategic premieres. "Like IPL did a reverse thing, going behind paywall on digital, which brought back people back to TV. Similarly, we are doing a lot of TV-first premieres of our movies. So that will help build the Pay TV ecosystem."

Regional is the New National

If there's one megatrend defining Zee's roadmap, it's localization. And it's not just a regional strategy - it's a language-first strategy.

"Regional is the buzzword today," Sehgal said. "even platforms like YouTube and Facebook are now creating more regional content because they understand India is not one language or culture."

But Zee is going further. "We don't call it regional anymore. For us, Hindi is also a language. So out strategy is all language-based. There's no 'national' strategy now."

This language-centric model is about maximizing cultural resonance and return on investment. “One language may have fewer consumers, but that consumer may be from a much richer state,” Sehgal pointed out. “You have to touch base in their own language, in their own culture.”

Navigating Disruption and Distribution

On the challenges facing TV distribution - TRAI tariff orders, bundling woes, and OTT migration - Sehgal admitted that innovation is the need of the hour.

"It is always about how to innovatively create your packages for cable operators to showcase and become more relevant from the content being consumed in each state," he said. 

That will help us to still see that the overall revenue on the distribution side is not de-growing.”

As for the Ministry of Information and Broadcasting’s recent proposal to introduce multiple audience measurement systems, Sehgal remained cautious. “It’s just a draft where they’re asking for consultations… I have no comment to make right now on that.”

Zee's Big Bold Bets

Looking to the future, Sehgal outlined two major bets that will help shape Zee's 2-25-25 playbook.

"One is building more and more homegrown IPs - not just for one market but that can travel across platforms and languages," he said. "The second is growing our new-age platform Zee5... So we want to own the consumer on both ends - linear and digital."

And the golden thread tying it all together? Language.

"Language-based content is going to be the underlying theme in every strategy we make," Sehgal concluded. "Once you have one successful IP, you can replicate that into other markets. That's the vision.

Also Read: <a href="https://www.storyboard18.com/how-it-works/south-india-and-content-partnerships-likely-to-drive-pay-tv-margins-in-2025-58934.htm">South India and content partnerships to drive Pay TV margins in 2025</a>

'Regional is the buzzword today': Ashish Sehgal on why language-first content is the future of India

Every week, brands continue rolling out their spotlight moments to wow us - but let’s be real, not every attempt strikes gold. Some ads make us chuckle, spark a thought, or stick with us well beyond the ball drop, while others… should probably stay in drafts. 

That’s where Storyboard18’s weekly ad reviews step in! We sift through the latest campaigns, calling out the ones that truly shine and those that miss the mark. With our straight-up, zero-fluff approach, you’ll get the real scoop on which ads are worth your attention. Dive into this week’s Mast & Meh to see which ads we gave a thumbs up and which weren’t even worth a yawn!

Mast

Brand: Plum

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Plum’s latest ad for its 10% Niacinamide Face Serum brings in none other than Milind Soman to flex both muscles and skincare wisdom. The campaign cleverly draws a parallel between fitness and skincare - results come only with consistency. The film opens with Milind mid-push-up, then swiftly shifts gears as he dons a lab coat and breaks down the serum’s ingredient list like a seasoned skincare scientist. The ad keeps it real, clean, and fuss-free. Bonus: Milind makes skincare look cool without trying too hard.

Meh

Brand: Snapdeal

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Snapdeal’s latest campaign, “Nazar Atak Jaaye,” tries hard to be quirky but ends up feeling painfully forced. Set in a doctor’s clinic filled with patients suffering from “Snapdeal-induced neck sprain,” the concept is as twisted as their necks - but not in a clever way. The humour feels outdated, the premise stretches too far, and the execution lacks the punch needed to actually land a laugh. It’s a classic case of trying to be viral without a strong insight. Instead of making us want to shop, it leaves us wondering: who signed off on this?

Mast

Brand: Chupa Chups

Agency: Ogilvy

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Chupa Chups’ latest campaign delivers a delightful flavour twist - and we’re not just talking about the jellies. The ad takes a classic setup (friends playing carrom) and flips it into a zany spiral of chaos, all thanks to the unpredictable sweet-and-sour belts. Conceptualised by Ogilvy, the film leans into absurdity with charm. It’s quirky, quick, and nails that playful Gen Z tone with the line, “Samajh Ke Bahar Hai, Jaise Chupa Chups Sweet Hai ya Sour Hai.” 

Mast

Brand: Myntra

Agency: Tilt Brand Solutions

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Myntra’s latest campaign, It’s You 2.0, is a confident stride down the runway of real life. With three slice-of-life films packed with charm and relatability, the brand makes a strong case for how fashion can be quietly powerful. From Indore to Goa to Jhansi, the campaign travels across geographies and genders, telling grounded yet aspirational stories. Whether it’s a guy getting his fashion faith restored, a woman unleashing her inner diva on a beach trip, or entrepreneurs dressing for the deal, each film delivers a feel-good payoff without feeling preachy. No over-the-top glamour, no celebrity glitter- just real people using fashion to show up as their best selves. 

Mast

Brand: ITC Sunfeast Mom’s Magic

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Sunfeast Mom’s Magic has once again served a campaign with heart - and this time, it’s not just about the cookies. Their latest effort takes a bold, beautiful step forward in normalising adoption and recognising adoptive moms as real moms. Known for their emotionally rich storytelling, the brand now turns its attention to breaking the persistent bias that love must come from blood. And they do it with grace - not preachy, just powerful. This isn't your usual feel-good ad. It hits where it matters, nudging society to look beyond genetics and into the heart of motherhood. Smart, sensitive, and soul-stirring.

Mast

Brand: Kaun Banega Crorepati Season 17

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Kaun Banega Crorepati’s latest promos flip the script - and we’re here for it. Instead of flexing mental math or memory games, the ads spotlight the everyday power of knowledge as a tool to clap back at snobbery and status bias. In one cheeky spot, a woman mistaken for a waiter serves up a spicy fact about the origins of Manchurian to a table full of snooty diners. Mic drop. The punch lands harder when Amitabh Bachchan, watching from a nearby table, breaks the fourth wall with a smirk and that golden line: “Jahan akal hai wahan akad hai.” Smart, sharp, and satisfyingly sassy!

Mast

Brand: Samsung

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Samsung takes a nostalgic detour with its latest Galaxy Z Fold 7 and Z Flip 7 campaign - and it's surprisingly effective. Ditching the glossy, fast-cut tropes of tech ads, this one plays like a bedtime story for gadget geeks. The ad cleverly spins Samsung’s humble 1938 trading-post beginnings into a smooth pitch for its very futuristic foldables. And let’s give it up for the visuals - subtle shots of the sleek new devices peeking out of everyday life scenes keep the tech front and center, without screaming about specs. Verdict? Sentimental, strategic, and refreshingly soft-sell.

Mast or Meh: Snapdeal, Chupa Chups, Plum, and more – Who scored high and who left you sore?

Netflix Inc has laid out its approach to enhance revenue through advertising initiatives in the current calendar year. "We’re pleased with the results, which are consistent with our goal to roughly double ads revenue this year," the OTT player mentioned in a statement.

During the Quarter 2 earnings call, the California-based company said that the company's in-house ad tech platform, Netflix Ad Suite, has been rolled out across all its ads market, including the US, Spain, Canada, and nine other countries. 

<a href="https://cms.storyboard18.com/ott-news/netflix-hints-at-bringing-indian-creators-onboard-for-future-content-strategy-75290.html">Netflix hints at bringing Indian creators onboard for future content strategy</a>

Greg Peters, Co-Chief Executive Officer of Netflix Inc said they have witnessed increased programmatic buying--an automated way of buying and selling online ad space in real-time.

Notably, Netflix integrated search engine platform Yahoo's demand side platform (DSP) into its advertising ecosystem in June this year to expand programmatic access to its ad inventory.

"We’re gonna roll out additional demand sources like Yahoo that’ll further open up the market for us," Peters said.

He also noted that demand for leveraging advertiser and third party data sources have also increased lately. Peters said the focus will be on improving the overall ad experience for its users by implementing qualitative personalization.

<a href="https://cms.storyboard18.com/digital/how-the-streaming-battle-has-come-down-to-youtube-and-netflix-74355.html">How the streaming battle has come down to YouTube and Netflix</a>

Peters further revealed that the streaming giant will launch 'Interactive advertisements' in the second half of 2025.

The Co-CEO also hinted at leveraging generative AI technology for its ads business. 

"It’s a high hurdle to create a brand-forward spot in a creative universe of one of the titles that we’re currently carrying. But it’s very compelling for both watchers and for those brands, and we think these generative techniques can decrease that hurdle iteratively over time and enable us to do that in more and more spots," Peters said.

<a href="https://cms.storyboard18.com/digital/netflixs-ted-sarandos-reflects-on-india-strategy-sacred-games-may-have-come-too-soon-69439.html">Netflix’s Ted Sarandos reflects on India strategy: ‘Sacred Games may have come too soon’</a>

On content strategy, Netflix emphasised it focuses on "local for local", which means developing shows and films that deeply connect with audiences in their home countries. Netflix also mentioned it will continue to invest in immersive, narrative games based on its IP.

Meanwhile, Netflix posted a revenue growth of 16 percent during the April-June quarter of 2025, reaching $11.08 billion, driven by high subscription fee, increased ad revenue and rise in membership. Additionally, it has updated its full-year revenue forecast to be around $44.8 billion- $45.2 billion, up from $43.5 billion-$44.5 billion.

Netflix aims to double ad revenue, launch interactive advertisements in 2025

Styling itself as an “alternative to social media”, Reddit’s ad revenue is growing 3x faster than the wider social media market, thanks to its range of highly engaged communities and its deployment of AI to help advertisers reach them, according to WARC’s latest Platform Insights report.

WARC Media forecasts show Reddit’s ad revenue growing at +49.6% this year and +39.0% in 2026 – an impressive trajectory but still only a sliver of total social media adspend.


Read more: <a href="https://www.storyboard18.com/how-it-works/reddit-dominates-purchasing-behavior-draws-10-of-brands-digital-ad-spends-59898.htm">Reddit becomes a big draw for brands, cornering 10% of digital ad spends</a>


Its mid- and lower funnel revenue accounts for 60% of its total revenue, with top of the funnel brand advertising revenue growing the fastest rate in over three years, according to its Q4 2024 earnings call.

To attract advertisers, the company has strategically leveraged AI across its business, from AI-aided content moderation and translation, to AI content licensing deals. Its AI search feature, Reddit Answers, has quickly gained traction with one million weekly users in Q1 2025. 

Reddit’s global ad reach is 606 million, edging closer to rival Snap

Reddit reported a 31% year-on-year increase in daily active unique users (DAUs) to 108.1 million in Q1 2022. The platform’s advertising reach has grown to 606 million users, surpassing X (586 million) and approaching Snapchat (709 million). 

Its user base skews towards males (59.8%) but it has diverse age demographics, assisting its self-proclaimed positioning as a “source for knowledge” for all. Most users in the US are aged between 18-34 (41%), while those 45+ account for a third (34%) of users.

Reddit was one of Google’s top 20 search terms in 2024, and sixth in the last 90 days, according to CEO Steven Huffman. Users are often found to arrive via Google with a question in the hope of discovering an answer on Reddit.

Reddit advertisers benefit from highly organic and trusting engagement 

Reddit’s own data indicates that a quarter (25%) of posts are recommendation-related, where trusted users come to discover new products and inform purchase decisions; 43% of recommendation conversations involve users seeking new product options or alternatives.

Authentic brand participation on Reddit yields tangible results, with one weekly organic brand post increasing positive user mentions by 3.5%, while three meaningful comments under user posts can boost positive brand mentions by 2.2%.

Read more: <a href="https://www.storyboard18.com/digital/reddit-launches-ai-tools-to-help-brands-tap-into-real-time-community-sentiment-70614.htm">Reddit launches AI tools to help brands tap into real-time community sentiment</a>


The report further reveals that Reddit's AI investments are enhancing targeting and lower-funnel capabilities, with advertisers using both Dynamic Product Ads and standard conversion campaigns to achieve 2x higher return on ad spend (ROAS) in Q1 2025.


Reddit’s latest MMM meta-analysis found that advertising on the platform delivers significant gains across full media plans. Reddit was found to be among the top two paid social platforms in efficiency, with 11% of impact from boosting other channels.

Reddit ad revenue to top $1.8bn this year and grow to $2.5bn next year: WARC

Dentsu has announced the launch of Dentsu Lab in India, marking a major expansion of its global innovation network. The Lab was officially launched in Mumbai on July 15. With this move, India joins a growing constellation of Dentsu Labs in Tokyo, London, and Warsaw, highlighted the company in its statement. 


Dentsu Lab was founded in 2014 by dentsu’s global chief creative officer Yasuharu Sasaki.


With the launch in India, The Lab offers clients in the region and beyond to shape the future of their industries. The India launch also reinforces dentsu’s global ‘Innovate to Impact’ brand proposition, helping brands move faster - with purpose and precision, added the statement.


Gurbaksh Singh, chief creative officer & chief innovation officer - South Asia, dentsu, will drive the Lab’s innovation agenda across sectors by working closely with clients, startups, and partners to create solutions.


To mark the launch, Dentsu Lab in India unveiled a series of globally and locally developed prototypes. From Tokyo, the Lab brought Tokonoma, an AI-powered installation that transforms handcrafted Japanese pottery into real-time music, and Unlabeled, a fashion-tech concept that uses camouflage patterns to evade AI surveillance and challenge machine-based bias.


From India, the Lab showcases homegrown innovations such as Garuda Rakshak, a drone-powered public safety solution; Motorola Deep Connect, which addresses remote connectivity gaps through emotionally intelligent tech design; and the globally acclaimed Unfiltered History Tour - an AR-powered museum experience that subverts colonial narratives through immersive storytelling.


Yasuharu Sasaki, global chief creative officer, dentsu said, “Innovation, at its best, is not driven by speed or scale alone, but by purpose. In a world where technology is accelerating rapidly, we must not forget that true progress begins with understanding people. We believe every idea must begin with empathy because when we place human needs at the centre, we create solutions that are not only intelligent, but deeply meaningful. India holds a special strength - a harmony of emotional insight, cultural richness, and technical excellence. With Dentsu Lab in India, we are bringing this strength into our global network. Together, we will create innovation that is grounded in humanity and designed to serve both business and society with lasting impact.”


Dentsu Lab offers R&D service that connects technologies and contexts across diverse touchpoints, including events, sports, gaming, immersive installations, retail innovation, proposition design, new product development, data visualisation, AI, mobile, IoT, rapid prototyping, and extended realities (AR, VR, MR). 


Amit Wadhwa, chief executive officer, Dentsu creative & media brands, South Asia, dentsu and Narayan Devanathan, president & chief strategy officer, dentsu South Asia jointly commented, “Throughout history, India has stood at the crossroads of imagination and invention. From ancient knowledge systems to modern engineering marvels, India brings something truly special to the Lab - the ability to blend logic with intuition, tech with touch, data with empathy. Our culture teaches us to see the world not just as it is, but as it could be. With brilliant engineers, thoughtful designers, academics, and storytellers around us, we believe Dentsu Lab in India will be a crucible of possibility; a world where ideas come to life with purpose and humility.


“It is our promise to our clients and partners that here in India, innovation will not only be efficient, but empathetic. Not only intelligent, but inclusive. And through the Lab, we will build solutions that uplift industries, inspire people, and improve the world around us,” they reiterated.


Singh commented, “We are not here to theorise about innovation. We are here to build it - fast, bold, and with intent. At Dentsu Lab in India, every challenge is a live brief, and every prototype a shot at solving something real. We draw from India’s first-mover mindset and a strong foundation in creative R&D to engineer ideas rooted in human connection and cultural relevance. From drones for public safety to emotional tech that bridges remote gaps, to wearables that push back against machine bias - everything we create exists to make a measurable difference. This Lab gives our ideas the tools, the talent, and the freedom to grow. We keep it simple, but we don’t think small. Our strength lies in blending creative ingenuity with emerging technology to deliver outcomes that create meaningful change, not eventually, but now.”


Read More: <a href="https://www.storyboard18.com/how-it-works/dentsu-announces-key-elevations-for-global-expansion-of-dentsu-lab-34549.htm">Dentsu announces key elevations for global expansion of Dentsu Lab</a>

Dentsu rolls out Dentsu Lab in India; expands its global innovation ecosystem

FIFA announced on Tuesday that applications for tickets to the highly anticipated 2026 World Cup will officially open on September 10, kicking off the countdown to what the organization promises will be the "biggest and greatest sporting event ever."

The 2026 edition of the tournament will be jointly hosted by Canada, Mexico, and the United States, and is set to begin on June 11 at the iconic Azteca Stadium in Mexico city. This marks the first time the World Cup will be staged across three countries and feature an expanded format with 48 teams.

Also Read: <a href="https://www.storyboard18.com/brand-marketing/unilever-backs-womens-football-as-official-sponsor-of-uefa-womens-euro-2025-56000.htm">Unilever backs women’s football as official sponsor of UEFA Women's EURO 2025</a>

Due to expected overwhelming demand, FIFA said the tickets will be released in phases, though it did not specify if dynamic pricing - which adjusts prices based on demand - will be implemented, as seen in previous tournaments like the Club World Cup.

"We're looking forward to welcoming the world back to North America," FIFA President Gianni Infantino said in a statement, as per reports. "We encourage fans everywhere to get ready to secure their place - these will be the most coveted seats in world sport."

Further details about pricing, match schedules, and host city allocations are expected to be released closer to the application window opening.

Also Read: <a href="https://www.storyboard18.com/brand-makers/liverpool-star-diogo-jota-dies-in-lamborghini-crash-in-spain-days-after-his-wedding-72871.htm">Liverpool star Diogo Jota dies in Lamborghini crash in Spain, days after his wedding</a>

FIFA to open 2026 World Cup ticket applications on September 10

French advertising giant Publicis has raised its full-year organic growth forecast after posting stronger-than-expected second-quarter results, with CEO Arthur Sadoun downplaying concerns about Meta's AI-driven ad creation tools.

The company upgraded its 2025 organic growth forecast to close to 5%, up from the previous range of 4% to 5%, after reporting 5.9% net revenue organic growth in the second quarter.

"When Meta comes along and says that they can do everything themselves, I think that they are completely underestimating the intelligence of our customers, who, moreover, are not fooled," Sadoun said during an earnings call, as reported by Reuters.


Read more: <a href="https://www.storyboard18.com/how-it-works/advertisers-remain-focused-on-market-share-amid-global-uncertainty-publicis-ceo-arthur-sadoun-62483.htm">"Advertisers remain focused on market share amid global uncertainty": Publicis CEO Arthur Sadoun</a>


Sadoun highlighted clients' reluctance to entrust their data to single platforms.

"None of our customers want to leave their data in the world of 'walled gardens.' None of our customers want to work with a single platform," he said, adding that customers wanted to measure the impact of their spending, "which obviously cannot be offered by those that do it within their own walls."

Publicis cited a unprecedented new business run in the first half of 2025, including wins with Coca-Cola, Nespresso,Lego,Paramount,and Spotify.

Sadoun, Chairman and CEO of Publicis Groupe said, “In a tough macroeconomic environment, Publicis had a very strong Q2 ahead of expectations. We delivered +10% revenue growth, leading to +5.9% net revenue organic growth, and an outperformance versus competition once again, of 800 basis points.

With H1 organic growth at +5.4% we continued to make material market share gains.

At the same time we improved our already industry-leading margin to 17.4% in H1, while making significant investments in our people and our capabilities. 

Despite the ongoing uncertainty of the global context, our unprecedented new business run of over a dozen material wins in the first six months of 2025 means we are raising our organic growth guidance to close to +5% for the full year, up from our previous +4-5% range."

Read more: <a href="https://www.storyboard18.com/advertising/theres-a-genuine-sense-of-anticipation-omnicom-ceo-john-wren-says-ipg-merger-is-on-track-as-optimism-grows-among-clients-and-shareholders-74795.htm">"There's a genuine sense of anticipation": Omnicom CEO John Wren says IPG merger is on track as optimism grows among clients and shareholders</a>


Publicis also set a more optimistic tone for the full year despite macroeconomic challenges, predicting organic revenue growth of close to 5%. Previously, it forecast growth of 4% to 5%.

Now, in what is a particularly disrupted industry, he added, that the company is looking ahead to the rest of the year and beyond with confidence and a single focus: executing on its strategy. 

"We are uniquely positioned to continue to win market share by bringing clients the immediate business solutions they need to grow in an uncertain global context. We are reinforcing our status as a Category of One with a targeted M&A strategy to further accelerate on AI-led capabilities. And we will continue to invest to attract and retain the best talent in the industry," he added. 


"Will never be an AI company”


In an interview with AdAge, Sadoun said he is fighting what he says is a false perception from financial analysts and the press that the ad industry is in decline and threatened by AI. 

The executive dismissed talk that tech tools such as Google’s Veo 3, which can generate realistic AI videos, threaten to make certain aspects of the agency business obsolete.

“I have heard every quarter for nine years that the platforms are going to eat us for breakfast,” Sadoun told AdAge. “Nine years later, (Publicis) has doubled our size and more than doubled our market cap.”

While many agencies and holding companies have been reimagining their positioning strategies in the wake of mass AI adoption across the industry, Sadoun said that Publicis “will never be an AI company.”

Read more: <a href="https://www.storyboard18.com/agency-news/%e2%80%8bpublicis-groupe-delivers-strong-q1-2025-with-9-4-revenue-surge-fueled-by-new-business-wins-tech-investments-62325.htm">​Publicis Groupe delivers strong Q1 2025 with 9.4% revenue surge, fueled by new business wins, tech investments</a>


“We are a service business, it means that we have two areas where we can always improve: our people … and investing in our platform to make sure that we continue to drive the kind of product and services that our clients need to grow.”

In his interview, Sadoun further admitted that AI has led to a slowdown in hiring in certain areas and an increase in others, but he pushed back on the notion that AI will stop holding companies from growing staff.

“In 2017, we were 70,000 people, since then, we have become 110,000 people. So there is no fatality to growing with AI and hiring people,” the executive remarked. 

Sadoun said the industry still needs a healthy WPP, as a lot of the momentum from the top holding companies has been at Omnicom and Publicis this year, especially with the Omnicom-IPG merger.

Read more: <a href="https://www.storyboard18.com/how-it-works/omnicoms-john-wren-downplays-client-loss-concerns-amid-ipg-deal-tariff-uncertainty-62430.htm">Omnicom's John Wren downplays client loss concerns amid IPG deal, tariff uncertainty</a>


He concluded saying, “We are very confident that we’re going to continue to outperform the market," mentioning that Publicis has spent about €1 billion ($1.16 billion) annually on bolt-on acquisitions.

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