Leading with purpose creates wins for consumers, community and country: Hina Nagarajan of Diageo India

'Largest employer in the world is inefficiency': CRED's Kunal Shah at Storyboard18 Global Pioneers Summit

Unheard tales of Maggi’s redemption: How poetry and nostalgia revived an iconic brand

Content creator Raj Shamani’s journey: Prioritizing substance over virality

MIB’s Ashwini Vaishnaw at Storyboard18 DNPA Conclave: Govt working for fair compensation for media houses

Nobody’s Perfect Retro Porsche Ad

In Conversation With Raja Rajamannar, Mastercard

Shahid Kapoor And Varun Ganjoo Speaks On PokerBaazi's Campaign

In conversation with IHCL’s Puneet Chhatwal & GroupM’s Kate Scott-Dawkins

Why are brands including e-sports in their sports marketing itinerary?

Storyboard18 x The English Nut: How to pronounce these 10 brand names

Experts' Take On Reinvention Of Ad Campaigns Through Technology

Experts Speak On Key Emerging Trends In Cannes Lions Entries

Leaders of the future have to be outstanding human beings: Nestle MD

In conversation with VMLY&R’s Hari Ramanathan

In FY25, Eureka Forbes significantly increased its advertising and sales promotion (A&SP) expenses to ₹259.5 crore, marking a 25.5% rise from ₹206.8 crore in FY24. This uptick reflects the company’s focused investment in brand-building and growth initiatives, including marketing efforts around product innovations and the onboarding of Shraddha Kapoor as a brand ambassador. A&SP spending also rose as a share of revenue—from 9.4% in FY24 to 10.7% in FY25.

The company’s revenue from operations grew by 11.3% year-on-year to ₹2,436.1 crore, up from ₹2,189.2 crore in FY24.

Eureka Forbes reported employee expenses of ₹306.4 crore, up from ₹293.3 crore in FY24—reflecting a modest year-on-year increase of 4.4%. As a percentage of revenue, employee costs declined slightly from 13.4% to 12.6%, indicating improved cost efficiency or stronger topline growth relative to payroll expansion. While the report does not explicitly mention hiring or layoffs, the controlled rise in employee expenses suggests stable workforce management, with possible focus on productivity and operational leverage rather than aggressive headcount increases.

"In Q4, continuing business revenue grew by 10.9% YoY, and this was the sixth successive quarter of double-digit growth. Led by operating leverage, EBITDA margins touched 13% for the first time. The momentum in our product business sustained and our innovations and growth investments helped the products grow in high teens," stated Pratik Pota, MD & CEO, Eureka Forbes.


"Stepping back and looking at the full year picture, the impact of transformation initiatives is now visible on multiple fronts. Growth stepped up from 2.2% in FY23 to 7.9% in FY24 and now to 12.0% in FY25 on the back of strong growth in our product business. Margins have expanded from 6.3% in FY23 to 10.3% in FY24 and now to 11.7% in FY25. The FY25 margin expansion is after a 25% YoY increase in growth investments. Net surplus is at Rs 284 Cr. In terms of capabilities, we have reclaimed thought leadership on innovations, our customer metrics are at an all-time high and our cost program is generating fuel for growth. Looking ahead, our focus will be on driving service revenue," Pota highlighted. 












Eureka Forbes raises ad spend by 25% to Rs 259.5 cr in FY25

For decades, hearing loss has remained one of the most overlooked health concerns—often ignored or accepted as a natural part of aging. Now, a British optical and audiology group is trying to change that, using a cultural touchstone from the 1980s to prompt people to reconsider what they’re really hearing.


In 2023, Specsavers launched “The Misheard Version,” a national campaign designed to promote its audiology services and raise awareness about hearing impairment. At the heart of the initiative was a playful reimagining of Rick Astley’s enduring hit, Never Gonna Give You Up, featuring deliberately misheard lyrics crowdsourced from the public.


The concept was as strategic as it was humorous. The original track, known as much for its surprise internet meme status as for its chart-topping success, was re-recorded by Astley himself. The result: a tongue-in-cheek rendition that turned decades of misheard phrases into a memorable call to action.


Read More: <a href="https://www.storyboard18.com/brand-marketing/__trashed-5-65459.htm">Global Ads Spotlight: Here's how Cola-Cola hacked screentime with Alexa skill in KSA</a> 


Upon release, the campaign quickly resonated with audiences. “The Misheard Version” was streamed over 20 million times in its first eight hours, sparking a surge in online searches about hearing loss. Specsavers reported a 1,220 percent increase in bookings for hearing tests, an unprecedented response that suggests the message struck a nerve.


Read More: <a href="https://www.storyboard18.com/brand-makers/global-ads-spotlight-when-ai-met-animal-welfare-in-a-pedigree-campaign-to-boost-pet-adoptions-65100.htm">Global Ads Spotlight: When AI met Animal Welfare in a Pedigree campaign to boost pet adoptions</a> 


The campaign's success wasn't solely digital. A short film accompanying the release tackled one of the key barriers to hearing care: stigma. It highlighted that people typically delay hearing tests for up to a decade, largely due to fears of aging. A cameo by The Tonight Show Starring Jimmy Fallon added levity, featuring clips of fans singing their own versions of famously misunderstood lyrics.


“The Misheard Version” garnered critical acclaim on the global stage, winning the Grand Prix in Public Relations and a Gold in the Radio & Audio category at the 2024 Cannes Lions International Festival of Creativity.


Through humor and nostalgia, Specsavers found an unconventional yet effective way to address a serious issue, reminding people that when it comes to hearing loss, it’s better to listen sooner rather than later.


Read More: <a href="https://www.storyboard18.com/brand-marketing/global-ads-spotlight-check-how-doritos-made-noise-by-killing-the-crunch-65739.htm">Global Ads Spotlight: Check how Doritos made noise by killing the 'crunch'</a>

Global Ads Spotlight: How Specsavers used a familiar tune to highlight a common health issue

Amid escalating diplomatic tensions between India and Pakistan, travel bookings to Turkey and Azerbaijan have witnessed a sharp decline, following reports that both nations expressed support for Pakistan. In response, a wave of online calls urging Indians to boycott travel to these countries has gained traction.

Travel platform MakeMyTrip reported a 60% drop in bookings to Turkey and Azerbaijan, along with a staggering 250% increase in flight cancellation requests over the past week. "Indian travellers have expressed strong sentiments over the past one week," said a MakeMyTrip spokesperson. "In solidarity with our nation and out of deep respect for our armed forces, we strongly support this sentiment and advise against all non-essential travel to Azerbaijan and Turkey."

Also Read: <a href="https://www.storyboard18.com/brand-makers/easemytrip-founder-flags-security-flaw-in-rival-travel-site-claims-china-link-66078.htm">EaseMyTrip founder flags security flaw in rival travel site, claims China link</a>

Other travel agencies have seen similar patterns. According to a media report, EaseMyTrip recorded a 22% cancellation rate for Turkey and 30% for Azerbaijan. Meanwhile, Ixigo and Pickyourtrail have suspended bookings to both countries together.

Tracking refunds: What travellers should know

For Indian travellers cancelling their trips, here's a guide to tracking refunds based on airline policies.

Indigo refund policy:

- Refunds for cancelled tickets are processed after deducting cancellation fees.

- Processing time: Up to 7 working days.

- For bookings made through travel agencies, refunds are processed back to the agency's account, and passengers must contact the agency directly to claim the amount.

Also Read: <a href="https://www.storyboard18.com/how-it-works/govt-cracks-down-on-ecomm-platforms-over-sale-of-pakistani-flags-ccpa-issues-notices-66053.htm">Govt cracks down on ecomm platforms over sale of Pakistani flags; CCPA issues notices</a>

Air India refund policy:

- For direct bookings via website or app: Go to the Air India support portal and click ‘Status Check on Pending Refund’ to track your request.

- Through travel agents or third-party websites: Contact your travel agent or booking website directly to inquire about refund status.

- Bookings via Air India offices: Visit the same ticketing office where the booking was made to check refund status.

- Processing time: Refunds typically take 7–10 business days.

In complex cases, such as incorrect payment methods or bank issues, delays may occur. If a refund isn’t received within 15–20 business days, raise a concern via Air India’s customer support portal using your case ID.

General refund timelines across airlines:

- Credit card refunds: 7–14 business days.

- Direct debit refunds: 7–14 business days post receipt of complete bank details. 

- Overall refund processing: Can range between 30–90 working days, depending on the airline and payment method.

Also Read: <a href="https://www.storyboard18.com/how-it-works/indian-film-bodies-declare-boycott-of-turkey-over-pro-pakistan-stance-amid-rising-tensions-66029.htm">Indian film bodies declare boycott of Turkey over Pro-Pakistan stance amid rising tensions</a>

Indians boycott travel to Turkey, Azerbaijan amid Indo-Pak tensions, cancellations surge 250% on MakeMyTrip

By introducing advertisements in India, Amazon Prime Video is signaling a significant shift not only for the global streaming giant but also for the rapidly evolving Indian over-the-top (OTT) media landscape. As platforms grapple with sustainable business models, industry insiders view the move as both a market correction and a step toward more sophisticated advertising strategies.

Uday Sodhi, former head of SONY LIV, underscores the economic pressures driving this transition. “In India, OTT subscriptions are among the cheapest worldwide, typically $7 to $10 a year, compared to 10 to 12 times that elsewhere,” he said. “At this price point, the model is unsustainable. It costs more to watch a movie in a theater than to subscribe to a streaming platform for an entire year.”

Sodhi explained that platforms now face two clear paths: raising subscription fees or adopting advertising-supported models, ideally within a tiered framework. “Viewers who reject ads pay full price, those who accept ads pay less, and some can even access content nearly free.”

With over 600 million Indians streaming video on mobile devices but only about 100 million subscribing, Sodhi views the shift as a natural progression. “Indian audiences are accustomed to ads interrupting films every 10 minutes. This isn’t a consumer issue. OTT platforms must boost revenue to maintain quality content. There are no losers here.”

Read More:<a href="https://www.storyboard18.com/how-it-works/creative-control-or-creative-caution-whats-really-driving-content-choices-on-indian-otts-61216.htm" rel="noopener" target="_blank">Creative control or creative caution? What’s really driving content choices on Indian OTTs</a>

Soumya Mukherjee, chief operating officer of regional streaming service Hoichoi, sees Amazon’s move as part of a broader industry evolution rather than a radical change. “Globally, hybrid subscription-ad models are common,” he noted, citing Hulu in the United States as a precedent. “Amazon Prime is unique. it’s not just about video streaming but part of a larger ecosystem focused on delivery, with OTT as an added benefit.”

Mukherjee also hinted that regional players like Hoichoi might soon explore hybrid models themselves, though he stressed the importance of preserving user experience. “Viewers expect a seamless, high-quality experience. Monetization can happen, but if experience suffers, users won’t stick around.”

From the advertising perspective, Meher Patel, founder of Hector, an Amazon Ads partner agency, emphasized the strategic advantage of deep data resources and demand-side platform (DSP) capabilities. “Amazon’s move isn’t just about expanding ad inventory, it’s about precision targeting,” Patel said. “Prime Video’s data spans viewing habits, shopping behaviors, voice commands, and more, offering advertisers granularity.”

Patel added that traditional broadcast models fall short of this precision, as many broadcasters still rely on panel data, whereas global OTT platforms use real-time insights and cross-platform signals.

Prrincey Roy, chief executive officer and co-founder of Huella Services, offered an advertiser’s lens on how Prime Video fits within the creator-driven ecosystem. “Platforms like YouTube and Instagram's Reels thrive on influencer culture and viral content,” she observed. “Prime Video may not capture that virality but excels in premium storytelling, ideal for brand lift campaigns.”

Roy further pointed to Amazon’s potential for interactive, performance-driven ads that link viewing directly to purchasing, creating new possibilities for attribution and blending brand-building with direct response.

Read More:<a href="https://www.storyboard18.com/how-it-works/ib-ministry-asks-ott-platforms-to-enhance-accessibility-features-for-persons-with-disabilities-63264.htm" rel="noopener" target="_blank">I&B Ministry asks OTT platforms to enhance accessibility features for persons with disabilities</a>

Meanwhile, Sameer Nair, Managing Director, Applause Entertainment, cautioned against chasing sheer volume without quality. “For ad-supported streaming to work, content and platform must provide a safe, high-quality environment,” he said. “Simply selling billions of impressions is tough to monetize, especially when content costs are high.”

Nair also noted that India’s traditional pay-TV market has long operated on a freemium basis, ads plus affordable subscriptions, making OTT’s current shift less revolutionary than evolutionary. “What will matter is the ad rates these platforms can command, particularly against juggernauts like YouTube and Jiostar,” he added. “Maintaining user experience across free and premium tiers is critical.”

Read More:<a href="https://www.storyboard18.com/how-it-works/indias-ott-showdown-regional-titans-challenge-global-giants-41948.htm" rel="noopener" target="_blank">India’s OTT showdown: Regional titans challenge global giants</a>

Amazon’s ad gamble: Will Prime Video redefine OTT monetization in 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!

Also Read: <a href="https://www.storyboard18.com/brand-marketing/mast-meh-titan-biba-parle-g-who-nailed-the-mothers-day-moment-65095.htm">Mast & Meh: Titan, BIBA, Parle-G - who nailed the Mother’s Day moment?</a>

Mast

Brand: CashKaro

Agency: Inhouse

<iframe width="560" height="315" src="https://www.youtube.com/embed/urm9mbWdqmo?si=i59eIT5F_qcr1XOz" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

CashKaro’s latest spot, GOATies, is a cheeky roast of reward systems that leave users chasing shiny-but-pointless coins. Set in a spoofed-up Roadies-style audition, the ad pits a pompous goat against a no-nonsense interrogator who calls out the bluff — coins with expiry dates and hidden catches are no match for cold, hard cashback. The humour is crisp, the punches land well, and the goat’s over-the-top swagger adds just the right dose of ridiculous. 

Meh

Brand: Muthoot FinCorp

Agency: Moonshot

<iframe width="560" height="315" src="https://www.youtube.com/embed/ndoZIQDm1xY?si=F3pJVhMns2iO6UYN" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

<iframe width="560" height="315" src="https://www.youtube.com/embed/IlgJqzuT8g0?si=gY-jcy-nBC3XyQwg" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

Even King Khan can’t polish this gold into something watchable. Muthoot FinCorp’s new campaign starring Shah Rukh Khan tries to turn loan worries into comedy but ends up looking like a half-hearted skit stitched together with leftover punchlines and a lot of brand love. Yes, SRK’s charm is intact - but he’s been handed a script that’s more cringe than clever. Dancing to impress loan officers? That’s not quirky, it’s just awkward. 

Also Read: <a href="https://www.storyboard18.com/advertising/mast-meh-v-day-special-amazon-prime-boat-bombay-shaving-company-who-got-dumped-56721.htm">Mast & Meh V-Day Special: Prime Video, boAt, Bombay Shaving Company - who got dumped?</a>

Mast

Brand: Tata Coffee Grand

Agency: 82.5 Communications

<iframe width="560" height="315" src="https://www.youtube.com/embed/13bh6oe8G6s?si=C3MF_vBbUWAqHSxj" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

Tata Coffee Grand Cold Coffee’s new digital spot is a breezy little mood-lifter. Set in the pulse of a busy metro, it captures that blink-and-you’ll-miss-it moment of connection between two strangers: a subtle sketch, a knowing glance, and a shared “Coffee?” that says more than words could. The ad nails the urban rom-com vibe without going overboard. It’s light, relatable, and refreshingly low-key. No forced drama, no overcooked romance; just two people, one cold coffee, and a moment that makes the commute feel a little warmer (ironically).

Meh

Brand: KFC India

Agency: FCB Neo

<iframe width="560" height="315" src="https://www.youtube.com/embed/e5W7YaMtiuQ?si=seMoZsGpetHii7ZR" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

KFC India's latest ‘EPIC SAVERS’ campaign is more soggy than crispy. The spot tries too hard to go viral, stuffing in Mrunal Thakur fainting, Danish Sait in triple roles, Gen Z slang, and paparazzi chaos, all in 30 seconds. It’s like biting into a bucket hoping for Original Recipe and getting only filler. The “9 for 299” chant gets old fast, and the over-the-top acting feels more confused than comical. Sure, the deal’s great… but the ad? Not finger lickin’ fun.

Mast

Brand: Crompton

Agency: BBDO

<iframe width="560" height="315" src="https://www.youtube.com/embed/_DLeDxfysl4?si=Su19S2IHaweqieRj" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

Crompton’s latest spot for the Fluido fan spins an artful twist into home appliances, literally. Set in a sculptor’s studio-turned-auction house, the ad cleverly reimagines a ceiling fan as a piece of high art. The BBDO-conceptualised film builds intrigue with its sculptural metaphors and ends with a satisfying design reveal. It’s sleek, it’s quiet, and it’s got enough style to make you forget it’s just a fan. Cool move, Crompton.

Meh

Brand: Policybazaar

<iframe width="560" height="315" src="https://www.youtube.com/embed/Ni7n7EPw580?si=biw5LBlYh4UJxbqD" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

Policybazaar’s latest ad featuring Kapil Sharma is a strange brew of pop culture cosplay and awkward messaging. Dressed like Gandalf met a kung-fu villain, Sharma plays a soul-harvesting grim reaper who fumbles through a skit that’s more confusing than convincing. The ad tries to spook viewers into buying term insurance, but the oddball humour lands with a thud. Instead of driving urgency, it feels like a bad sketch from a forgotten comedy show. A serious subject like life insurance deserves a smarter pitch, not a costume party with an identity crisis.

Mast

Brand: Apollo Hospitals

<iframe width="560" height="315" src="https://www.youtube.com/embed/AIUHqM_xRxc?si=YhghHW7KYsOv6sHK" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

Apollo Hospitals hits the emotional sweet spot with *“Life Without Nurses,”* a digital film that imagines the eerie chaos of a hospital without its heartbeat — nurses. From beeping machines to bewildered patients, the ad paints a bleak picture that quickly shifts as nurses re-enter the frame, bringing order, empathy, and a quiet kind of heroism. It’s simple, moving, and beautifully shot — no gimmicks, just a powerful reminder that behind every recovery is a nurse who cares. This one tugs at the heart without trying too hard. A salute in 60 seconds. 

Also Read: <a href="https://www.storyboard18.com/advertising/mast-meh-indriya-boat-lenskart-havells-and-more-54466.htm">MAST & MEH: Indriya, BoAt, Lenskart, Havell’s, and more</a>

Mast or Meh: Crompton, CashKaro, Muthoot FinCorp - who nails the ad game and who fizzes out?

Warner Bros. Discovery has announced that it will rebrand its streaming service back to HBO Max this summer, undoing the 2023 decision to simplify the platform's name to "Max."

The move was revealed during the company's annual upfront presentation at Madison Square Garden in New York on Wednesday.

David Zaslav, President and CEO of Warner Bros. Discovery, said, "The powerful growth we have seen in our global streaming service is built around the quality of our programming. Today, we are bringing back HBO, the brand that represents the highest quality in media, to further accelerate that growth in the years ahead.”

Also Read: <a href="https://www.storyboard18.com/how-it-works/wpp-media-possible-rebrand-of-groupm-signals-strategic-reset-amid-intensifying-industry-consolidation-64751.htm">"WPP Media": Possible rebrand of GroupM signals strategic reset amid intensifying industry consolidation</a>

The renaming marks a return to a more premium brand identity, shedding ambiguity around the "Max" name, which some critics argued diluted the service's positioning in a saturated streaming market.

JB Perrette, President and CEO of Streaming, and Casey Bloys, Chairman and CEO of HBO and Max Content, echoed this sentiment. "We will continue to focus on what makes us unique - not everything for everyone in a household, but something distinct and great for adults and families," said Bloys. "With the course we are on and the strong momentum we are enjoying, we believe HBO Max far better represents our current consumer proposition. And it clearly states our implicit promise to deliver content that is recognised as unique and, to steal a line we always said at HBO, worth paying for," he added.

Also Read: <a href="https://www.storyboard18.com/agency-news/jaguar-land-rovers-launches-global-creative-agency-review-post-rebrand-65006.htm">Jaguar Land Rovers launches global creative agency review post rebrand</a>

Launched in 2020 while HBO was still under AT&T's WarnerMedia, HBO Max initially served as a broader content hub, combining the prestige of HBO with a wide mix of entertainment including reality shows, documentaries, children's programming, and blockbuster films.

The platform was renamed to simply "Max" in 2023 following WarnerMedia's merger with Discovery Inc., an attempt to unify HBO's prestige programming with Discovery's more lifestyle-oriented content under one umbrella. But the simplified branding was met with mixed reception and reportedly caused consumer confusion.

Also Read: <a href="https://www.storyboard18.com/how-it-works/experts-decode-zomatos-eternal-makeover-ambitious-name-simple-logo-hint-at-expansive-growth-plans-55915.htm">Zomato rebrands as ‘Eternal’ to embark on new corporate journey: Experts decode the move</a>

Warner Bros. Discovery revives HBO Max name in strategic rebrand

By Rayomand J Patell


If you’re on LinkedIn, you would have seen endless marketing bros opine upon the Jaguar rebrand. Some weren’t sure if it was a rebrand, or a tabula rasa. Most, were scathing in their criticism. The ‘Meta’ Opinion sorts pointed out that if it had people chatting about Jag for the first time in forever, that alone proved the work was a spot of genius. 


If you’re on Car Guy Instagram, the absolute collective hissing against this couldn’t have stood in more stark contrast. While LinkedIn Marketing Bros were more measured in their critiques, the Car World had a collective paroxysm. From boys of eight to grown stalwarts of eighty, the new Jag campaign was very clearly something to be *Jeremy Clarkson’s voice* “burned with fire”. 


In both worlds, there were the holdouts - those who held off on their opinion till an actual car would be forthcoming. This too came to pass, and the result was another vitriolic bunch of people moaning about how something so august as Jaguar could have made this misstep. It seemed there was absolutely nothing to save the situation. 


A few days ago, news filtered in that Jaguar had resorted to the oldest trick in the book; throwing their agency under the bus. And I felt that having ignored this entire issue thus far (well except for sharing a few juicy memes on the subject), it was time to share a point of view. 


No agency, not even Song, can hold a client hostage to putting out a campaign. The client commissioned the work, they possibly directed the agency towards this direction and even if they didn’t, they signed off on it. Now to call for a new agency, reeks of expediency. To me, this was even more toxic than a) the rebrand itself and b) the utterly horrendous car put out. 


I live in a bubble, and like to imagine people doing the right thing but it happens so rarely… but it would have in my humble opinion been a time for the brand to own up to a misstep and stand by their agency. Along with them they could have publicly craved for forgiveness, and gotten back to the legacy Jaguar brand and cars that we know and love. 


Change is a good thing. But brands live in the hearts of your consumers. Break them and they will break you right back. On that note, see you next Thursday! 


Read More: <a href="https://www.storyboard18.com/advertising/inspiraytion-ten-whats-the-value-of-what-inspires-you-44792.htm">InspiRAYtion Ten: What’s the value of what inspires you?</a> 


Rayomand J Patell is an advertising veteran and InspiRAYtion is a weekly column on everything about advertising and marketing.

InspiRAYtion 25: A Jaguar’s last Song

Ever been deep in an intense gaming session only to be distracted by your friend's loud crunching of chips or snacks? 

Doritos tackled this annoyance head-on with its innovative "Doritos Silent" campaign teamed up with a crunch-cancellation technology that promised to let gamers enjoy their snack quietly without disrupting gameplay.

Also Read: <a href="https://www.storyboard18.com/brand-marketing/global-ads-spotlight-orange-kicks-gender-bias-to-the-curb-with-game-changing-womens-football-campaign-60133.htm">Global Ads Spotlight: Orange kicks gender bias to the curb with game-changing "WoMen's Football" campaign</a>

Some insights

The campaign emerged after research indicated strong global demand for quieter snacking options among gamers. 

In the UK, nearly half (46%) of gamers couldn't stand hearing someone else eat, while in Portugal and Spain, chips were ranked as the most disruptive food by 68% and 64% of gamers, respectively.

<iframe width="560" height="315" src="https://www.youtube.com/embed/6KBjQdjwbJ0?si=NYgKuqYgRVK-2DgC" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

Over in the US, a notable 30% admitted their performance suffered due to snack-related distractions.

Partnering with Smooth Technology, experts spent six months analysing more than 5,000 unique crunch sounds to perfect the 'silent crunch.' Doritos cleverly teased the campaign through eye-catching ads featuring chips replacing noise-cancelling headphones, rolling out across the UK, US, Spain, Poland, Brazil, and Portugal with a cheeky promise: "You won't hear it coming."

[caption id="attachment_65780" align="alignnone" width="750"]<img src="https://images.storyboard18.com/storyboard18/2025/05/doritos-1-2025-05-25017da715090972042341de705eefc5-1024x576.jpg" alt="Image courtesy: Caples" width="750" height="422" class="size-large wp-image-65780" /> Image courtesy: Caples[/caption]

Responses and recognition

The campaign quickly gained massive traction, pulling in an earned reach of 3.2 billion globally—the brand's biggest gaming-focused push yet.

Doritos experienced a 76% jump in targeted brand impressions, more than 200,000 organic social media engagements, and impressive commercial results, including a $50 million increase in sales.

Also Read: <a href="https://www.storyboard18.com/brand-marketing/__trashed-5-65459.htm">Global Ads Spotlight: Here's how Cola-Cola hacked screentime with Alexa skill in KSA</a>

Gamers flocked to the idea: the campaign's dedicated site attracted over 1.8 million visitors, with the software hitting 15,000 downloads within weeks. On Twitch, the Doritos emote flooded chat rooms, appearing more than 5.3 million times.

Recognition followed swiftly. "Doritos Silent" earned accolades from D&AD for its innovative AI application in advertising and bagged a coveted Gold award at The Drum Awards in the Use of GenAI category.

Also Read: <a href="https://www.storyboard18.com/brand-marketing/global-ads-spotlight-orange-kicks-gender-bias-to-the-curb-with-game-changing-womens-football-campaign-60133.htm">Global Ads Spotlight: Orange kicks gender bias to the curb with game-changing "WoMen's Football" campaign</a>

Global Ads Spotlight: Check how Doritos made noise by killing the 'crunch'

In a recent interview, Meta CEO Mark Zuckerberg painted a sweeping vision of a future in which artificial intelligence renders much of the advertising industry obsolete. His comments, delivered with trademark Silicon Valley confidence, have sparked a debate across the marketing world, one that pits automation against human insight.

“You’re a business, you come to us, you tell us what your objective is, you connect to your bank account,” Zuckerberg said. “You don’t need any creative, you don’t need any targeting demographic, you don’t need any measurement, except to be able to read the results that we spit out. I think that’s going to be huge. I think it is a redefinition of the category of advertising.”

Read More:<a href="https://www.storyboard18.com/how-it-works/big-techs-role-misinformation-outpaced-moderation-as-india-pak-tensions-ignited-digital-crossfire-65374.htm" rel="noopener" target="_blank">Big tech's role?: Misinformation outpaced moderation as India-Pak tensions ignited digital crossfire</a>

To many in the industry, Zuckerberg’s remarks signal more than innovation, they suggest a dismantling of the traditional advertising ecosystem as we know it. But while the Meta founder sees a streamlined, data-driven system replacing creative and strategic intermediaries, industry leaders aren’t so sure.

The limits of automation

“AI is only as good as the data it receives,” said Gowthaman Ragothaman, CEO of Aqilliz. “It follows a ‘garbage in, garbage out’ principle.” While platforms like Meta may succeed in automating campaign execution, from asset creation to media buying, Ragothaman argues that true effectiveness depends on the quality of the inputs, which still require human judgment.

“Agencies help brands ask the right questions,” he added. “And that’s something machines can’t do in isolation.”

That sentiment is echoed by Sowmya Iyer, founder and CEO of DViO Digital. While she acknowledges that AI may take over performance-driven creative work, she believes brand-building remains firmly in human hands.

“Strategy, emotional resonance, storytelling - these cannot be ‘spat out’ by AI,” Iyer said. “Efficiency is not a substitute for meaning. And meaning is what makes brands matter.”

Not the end, but a remix

Some in the industry view this moment not as a death knell for advertising agencies, but as an inflection point.

“For Indian agencies, this isn’t the end - it’s a remix,” said Krishna Iyer, Director of Marketing at MullenLowe Lintas Group. “AI can generate thousands of creatives, but it can’t tell you which one will resonate with a Tamil-speaking millennial in Chennai versus a Gen Z gamer in Gurgaon.”

According to Iyer, the role of the agency will evolve, from execution partner to brand steward. “We’ll need to interpret AI outputs, preserve brand meaning, and inject emotional depth into algorithmic logic.”

Others, like Gopa Menon, Chief Growth Officer for APAC at Successive Digital, point to a question of trust. “Will brands hand over all their assets to platforms like Meta? I doubt it,” he said. “The future isn’t about execution, it’s about oversight. Agencies that become AI co-pilots, not competitors, will define the next chapter.”

A cultural code still uncracked

For Nagessh Pannaswami, founder of Curry Nation, the cultural complexity of a market like India is reason enough to be skeptical of full automation.

“AI can help with scale and optimization. But it cannot replace the nuanced understanding of local languages, regional sentiments, or the instinctive knowledge of what resonates in Indore versus Itanagar,” he said. “That’s where boutique agencies still thrive, by connecting at a human level.”

This grounding in cultural context, many argue, is the last bastion of irreplaceable human contribution. Rakesh Hinduja, Co-Founder of Wondrlab Network, views technology not as a threat, but as an enabler.

“AI optimizes delivery. It doesn’t replace trust. The future lies in collaboration, between tech and creativity.”

The black box dilemma

Yet as AI-driven tools become more accessible, particularly for small businesses, some caution that questions of transparency and accountability remain unresolved.

“AI may offer solutions for those who can’t afford traditional agencies,” said Harikrishnan Pillai, CEO and Co-Founder of TheSmallBigIdea. “But what are we handing over in return? Data? Brand control? The system is still a black box.”

Pillai warned that as platforms gain more control over creative and performance, the need for regulation and independent oversight will only grow. “When AI confuses your logo with a competitor’s, who’s responsible? And how do you even find out?”

A shared future

Not everyone is waiting for that future to unfold. Sindhu Biswal, CEO and Founder of Buzzlab, says his agency is already using AI to create high-performing assets at scale, and plans to build AI agents into their workflows.

“We test everything. We let the data decide. The shift isn’t coming. It’s here,” he said, pointing to similar advancements at Google via its Gemini platform.

Still, Biswal and others emphasize that technology and creativity are not zero-sum. In a world of automated abundance, originality may become more valuable, not less.

“Out of millions of ads generated, only a handful truly stick,” Pillai said. “And those come from human passion, not an algorithm.”

Read More:<a href="https://www.storyboard18.com/how-it-works/big-techs-role-misinformation-outpaced-moderation-as-india-pak-tensions-ignited-digital-crossfire-65374.htm" rel="noopener" target="_blank">Your tragedy, their ad: Has digital advertising lost its soul?</a>

AI vs. Agencies: Mark Zuckerberg's vision of ad disruption sparks debate in India

India's call to boycott Turkish goods has rapidly gained momentum, evolving from social media hashtags into a significant nationwide economic movement.

This backlash follows Turkey's explicit support of Pakistan after the terror attack in Pahalgam and India's subsequent retaliatory Operation Sindoor.

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The epicentre of the boycott is Udaipur, India's marble hub. The Udaipur Marble Processors Association, representing 125 marble firms, has urged the government for an immediate halt to Turkish marble imports, highlighting national security concerns over economic gains, according to media reports. Turkey currently supplies approximately 70 percent of India's imported marble; around 14 to 18 lakh tonnes annually, worth between Rs 2,500 to Rs 3,000 crore. 

Kapil Surana, President of the association, emphasized this stance in a letter to Prime Minister Narendra Modi, saying, "Business cannot be bigger than the nation."

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Reports that Turkish-made Asisguard Songar drones were used by Pakistan in recent confrontations have significantly fuelled sentiments against Turkish goods.

In parallel, Turkish apples, previously a popular commodity across India's urban markets, have vanished from shelves. Traders in major cities such as Pune and Mumbai have completely ceased stocking these apples, substituting them with produce from Iran, the United States, New Zealand, and domestic orchards from Himachal Pradesh and Uttarakhand.

“In Pune alone, Turkish apples generated seasonal revenues of Rs 1,000 to Rs 1,200 crore. Now, there's zero demand,” Pune-based trader Suyog Zende said in a media report. “This isn't merely trade—it's about patriotism,” he added.

Consequently, apple prices have surged by Rs 20–30 per kg at retail levels, with wholesale cartons increasing by Rs 200–300. The situation is further exacerbated by supply disruptions due to rains, affected road transport routes, and diminished supplies from Kashmir amidst the India-Pakistan conflict.

This economic boycott mirrors previous nationalistic movements seen after events such as the Uri and Galwan clashes. Traders across sectors are now urging the government to expand economic sanctions beyond apples and marble, advocating for comprehensive disengagement from Turkish imports.

Also Read: <a href="https://www.storyboard18.com/how-it-works/boycottturkey-trends-on-social-media-amid-india-pakistan-tensions-65809.htm">#BoycottTurkey trends on social media amid India-Pakistan tensions</a>

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