Data
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Rob Clapp, WARC Data Points, April 2021
An overview of YouTube consumption in 15 markets between 2019 and 2020.
Rankings
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WARC Media 100, 2021
Detergent brand Ariel increased sales and improved brand equity in India by asking sons to ‘share the load’ through an emotional film, panel discussion and event on National Laundry Day.
Rankings
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WARC Creative 100, 2021
Mumbai Police, the police force in Mumbai, changed the behaviour of drivers and motorists by punishing them for their impatience.
Rankings
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WARC Media 100, 2021
Lifebuoy, the soap and hygiene brand, prevented people in rural India from becoming sick by using data to target those most at risk of preventable infection.
Rankings
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WARC Effective 100, 2021
The Times of India newspaper sparked a nationwide movement to normalise LGBTQ+ relationships with a special Out and Proud newspaper section in India.
Rankings
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WARC Media 100, 2021
Lifebuoy, a brand of soap, increased relevance by creating a predictive weather model that targeted consumers in India through display ads based on the weather they were experiencing.
Rankings
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WARC Media 100, 2021
Soap brand Lifebuoy built relevance for Lifebuoy hand wash and brought about behavioural change in India by encouraging customers to wash their hands before eating.
Rankings
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WARC Media 100, 2021
Johnnie Walker, the Whiskey brand, connected with India’s youth by appealing to their love of new experiences with a travelling billboard.
Data
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Rob Clapp, WARC Data Points, March 2021
An overview of consumer interest in buying prescription medication online across 17 markets.
Data
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Rob Clapp, WARC Data Points (GlobalWebIndex), March 2021
An overview of the brand actions that most appeal to Indian consumers.
Data
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Rob Clapp, WARC Data Points, March 2021
An overview of adults engaging with social media ads more since the coronavirus pandemic began across 17 markets.
Opinion
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Naresh Gupta, March 2021
India’s recently-issued IT guidelines seeking to regulate content on social media, digital news and OTT are being viewed as excessive. While entertainment content should not be left unmonitored, there must be a more liberal approach to crafting and implementing rules.
Research Paper
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Low Lai Chow, Event Reports, Spikes Asia X Campaign, February 2021
Breaking taboos and engaging a rap artist are just some of the ways India’s big brands created successful marketing campaigns.
Data
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Rob Clapp, WARC Data Points, March 2021
An overview of how long gamers spend watching e-sports and traditional sports content.
Data
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Rob Clapp, WARC Data Points, March 2021
An overview of whether consumers across 31 markets will spend more money online than in stores this year.
Data
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Rob Clapp, WARC Data Points, March 2021
An overview of trust in social media advertising across 17 markets.
Article
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Mukta Lad, WARC Exclusive, March, 2021
Quality content is available across many formats and ABP Network’s chief revenue officer Mona Jain shows how media planning can and ought to be screen-agnostic.
Article
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Måns Tesch , WARC Exclusive, February, 2021
Grey’s Måns Tesch says people in APAC may be concerned about global warming but are confused about what kind of actions profoundly impact climate change.
Article
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Grey, WARC Exclusive, March, 2021
People in APAC may be concerned about global warming but are confused about what kind of actions profoundly impact climate change; this is where brands can step in and bridge the climate awareness gap.
Case Study
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Tangrams Strategy & Effectiveness Awards, Silver, 2021
Stayfree, a brand of menstrual hygiene products owned by Johnson & Johnson, strove to ease the tension surrounding menstruation in Indian.
Case Study
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Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021
Estée Lauder, a makeup company, increased store footfall in India by launching a geo-targeted campaign that encouraged consumers to visit stores to find their best foundation match.
Opinion
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Kunal Sinha, February 2021
Encouraging user-generated content allows brands in India to engage and identify their fans by inviting participation, while potentially creating priceless memes that go viral, writes Kunal Sinha.
Opinion
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Biprorshee Das, February 2021
A brand championing a cause is not a novel phenomenon. But as consumers become more vocal about environmental, political and social causes, there is pressure on brands to speak up too. While many worldwide are answering that call, most Indian brands have stayed silent. In this India Spotlight series, WARC India Editor Biprorshee Das asks if it is time for Indian marketers to be bolder.
Opinion
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WARC, February 2021
Before the concept of brand purpose became popular, Tata Tea immortalised itself with the message “ Jaago Re ” or “Wake up”. Over the years, the Jaago Re cause marketing initiative has helped the Tata Tea brand to stay relevant by championing various causes. Puneet Das, senior vice-president, marketing – beverages, Tata Consumer Products, tells WARC how standing up for a cause must go beyond just communicating it in order to be meaningful.
Article
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Ajeeta Bharadwaj , WARC Exclusive, Spotlight India, February 2021
Wondrlab’s Ajeeta Bharadwaj shares why it is becoming increasingly important for India’s brands to be vocal about issues, and how to do so the right way.
