afaqs! • 24th July 2025

Will influencers decide how young India votes in 2024?

A number of A list influencers have recently been seen indulging in interviews and podcasts with leading politicians. afaqs! decodes if the trend will turn bigger in the run- up to the 2024 General elections.
From Ranveer Allahbadia (Beerbiceps), to Raj Shamani and Kamiya Jani a number of A list influencers have recently been seen interviewing or collaborating with leading politicians and ministers. According to industry experts, Central Government’s spending on newspapers and radio has taken a...

afaqs! • 24th July 2025

Should brands be cautious of associating with toxic influencers?

Political parties, just like brands, are investing in influencer marketing to appeal to the youth. However, what happens when a said influencer’s content begins to become toxic? Shouldn’t brand safety be a priority for all brands? Let’s ask some experts.
A few weeks ago, a clip from influencer and YouTuber Ranveer Allahbadia’s podcast ‘The Ranveer Show’, talking to advocate J Sai Deepak, went viral. Unfortunately, it was for all the wrong reasons.
In the clip, Allahbadia asks Deepak a controvers...

afaqs! • 24th July 2025

IKEA hopes Indians change furnishing habits; the country marketing manager recounts the hurdles

Anna Ohlin speaks on the challenges of changing home furnishing habits, navigating competition in India, and more.
IKEA, the Sweden-based multinational conglomerate that designs and sells ready-to-assemble furniture, kitchen appliances, decoration, home accessories, etc., as its primary business, entered India six years ago. Despite being the world’s largest furniture retailer, with a presence in over 64 countries, IKEA’s entry into India has been a slow and steady process, according to Anna Ohl...

afaqs! • 24th July 2025

India’s retail future? How Meta plans to turn WhatsApp into new storefront

Meta, the tech giant behind Facebook, Instagram, and WhatsApp, is sharpening its focus on India’s thriving offline retail sector. While the company’s platforms are already central to the discovery and awareness phases of online commerce, Meta is now doubling down on enabling physical retailers to drive measurable, data-backed footfalls and sales through a mix of social-first discovery, artificial intelligence (AI) services. 
Meghna Apparao, director of e-commerce & retail (India) at Meta, says t...

afaqs! • 10th March 2025

Cola clashes, sizzling summer & IPL: Beverage brands ready to pour 15-20% more into ads

India’s beverage industry is undergoing a significant transformation. Established giants such as Coca-Cola and Pepsi are now encountering new competition, as Reliance-backed Campa Cola makes a notable return and niche brands such as Lahori Zeera gain market share with their distinctive offerings. 
At the same time, the India Meteorological Department (IMD) has forecast an unusually hot summer, prompting beverage brands to expedite their marketing efforts earlier than usual. As temperatures rise,...

afaqs! • 12th February 2025

Ad spends to remain muted until H2CY25: GroupM COO

GroupM’s latest This Year Next Year (TYNY) advertising forecast report indicates that the Indian advertising sector is projected to grow by 7% in 2025, reaching Rs 1,64,137 crore and adding an incremental Rs 10,730 crore. However, despite this growth, ad spending remains under pressure due to economic uncertainties.
The report indicates that India’s GDP is expected to grow by 6.5% in 2025, and it continues to be a robust market for advertising, ranking 9th globally. Digital advertising expenditu...

afaqs! • 28th January 2025

Nykaa expands with posh Mumbai store; heats up beauty market game

In 2013, when Nykaa made its debut, the Indian beauty market was a vast landscape waiting to be explored. Offline retail choices were few and far between, confined to a handful of brands, while e-commerce platforms were just starting to explore their potential.
The emergence of e-commerce has transformed the beauty industry, enhancing product accessibility for consumers from diverse demographics. Nykaa is leading the charge in this transformation.
The beauty and wellness marketplace has opened i...

afaqs! • 24th November 2024

Globe takes a hard right, must brands review woke outlooks?

The recent election victory of Donald Trump in 2024 underscores a notable shift in public sentiment, as anti-woke attitudes are gaining traction in significant markets such as the US and India. This shift poses a challenge for brands: Should they adapt to evolving expectations or persist in championing social issues despite the potential for backlash?
In recent years, brands such as Nike and Dove have effectively tackled social issues in their campaigns. However, opposition to purpose-driven mar...

afaqs! • 5th August 2024

Broadcast Bill 2024 draft sparks concern over secretive consultation

The draft bill reclassifies YouTubers, Instagrammers, and other digital creators with a user base above a set limit as digital broadcasters.
The Ministry of Information and Broadcasting has prepared the draft Broadcasting Services (Regulation) Bill, 2024 which will replace the Television Network Act of 1995.
According to reports the act will classify influencers or social media pages who make content or write about current affairs or any other news online as ‘digital news broadcaster’.
Social me...

afaqs! • 6th June 2024

Lux at 100: Battling for the bathroom shelf in the D2C era

A look at what made LUX endure a century of existence and the evolution of personal care marketing in India.
Introduced by the Lever brothers in 1925,  Lux- a soap brand has become a €1.2 billion brand as of 2023 and is still growing. The brand’s earliest communication appeal was that it was ‘made like the costliest French soaps’, offering a luxurious lather and exquisite scents. A few years down the line, the brand roped in more than 400 Hollywood actresses including Marilyn Monroe, Elizabeth T...

afaqs! • 22nd November 2023

The rise of ‘offbeat influencers’ and what they bring to the table for brands

We decode the rise of offbeat influencers, the demand for such content, and its implications for brands.
What comes to mind when someone mentions 'Influencer'? Perhaps an individual residing in one of the bustling metro cities, adorned in the latest designer brands, living a high-profile life, right? However, our Instagram Reel feeds today are often dominated by the echoes of trending one-liners like So Beautiful. So Elegant. Just looking like a Wow or Bhupendra Jogi. A few months ago we were al...

afaqs! • 14th March 2023

Rebranding is in vogue, but does your brand actually need it?

We talk to experts on why suddenly, many brands have taken the rebranding route and the things one must be careful about, when rebranding. 
Many iconic legacy brands, like Nokia, Castrol, and Ghadi, have rebranded themselves recently. Last year, Toblerone, Baskin-Robbins, and Mahindra also took this route. It almost seems like rebranding is the latest advertising trend.
While rebranding may be important, it’s also important for it to land with audiences. If not done the right way, then it may i...