MAM
Vuclip unveils ‘Slide2Engage’ ad unit
MUMBAI: Independent mobile video and media company Vuclip has launched a new advertising unit called Vuclip Slide2Engage, at the digital marketing event ad:tech New Delhi 2013.
Vuclip Slide2Engage is an immersive ad unit that provides a rich media experience for any consumer using the browser version of Vuclip on a smartphone. The feature is now available in the U.S., Indonesia and India.
When a campaign is active, the Vuclip Slide2Engage unit appears immediately as users visit the Vuclip mobile browser homepage. The user is presented with a distinct call-to-action to “slide” the ad unit to reveal the real message. Sliding is as easy as tapping on the screen or swiping a finger across the screen to reveal the second slate, leveraging the native gesture controls popularised by the lean-back content consumption popular on devices today. The final brand message appears on the screen for up to ten seconds, allowing time for the message to be read before redirecting the user to the Vuclip home page.
Vuclip Slide2Engage delivers confirmed brand message reach and an impactful method for advertisers to deliver targeted content including new product launches, ad campaigns, or surveys. By presenting the content before the Vuclip site even appears, advertisers are given the best canvas upon which to position their brand perfectly and effectively.
Vuclip VP ad sales Meera Chopra said, “Vuclip Slide2Engage takes the mobile video experience to the next level by providing a seamless platform to further engage with consumers. With the rapid growth of mobile videos, the ability to immediately interact with brands will be a key differentiator for mobile consumers. Slide2Engage is intended to allow advertisers to create immersive advertising experience on high-end devices that allows consumers to instantly capture and retain key ad messages in the first view on a smart device, and then choose to quickly ‘flip‘ to a second slate to interact further with the brand. This technology reflects our priority to connect consumers with brands without friction, while also respecting their time.”
Madhouse India COO Vinod Thadani said, “This new advertising solution from Vuclip facilitates increased customer interaction with advertisers, such as visiting a mobile website, engaging with social extensions and requesting more information. Anytime you are able to get an end user to engage with an ad unit, you increase both their brand recall and the clickthrough rate. Vuclip Slide2Engage opens a new horizon of opportunities for advertisers for informing users and building brand preferenceby cutting through the banner ads, interstitials, and other traditional ad units, and ensuring your content reaches every set of eyeballs coming to its site.”
MAM
De Beers launches ‘A Diamond Is Forever’ centenary book
Visual retrospective traces 100 years of iconic slogan and cultural impact.
MUMBAI: De Beers just dropped a century’s worth of sparkle between two covers because when a four-word line becomes forever, even the book needs a forever title. De Beers Group has released A Diamond Is Forever: The Making of a Cultural Icon 1926–2026, a landmark visual retrospective celebrating 100 years of shaping the modern perception of natural diamonds. The book traces how the brand transformed diamonds from elite heirlooms into universal symbols of love, commitment and personal achievement, with rare archival material, campaign highlights and cultural commentary.
At its core is the legendary 1947 slogan “A Diamond Is Forever,” penned by N.W. Ayer copywriter Frances Gerety. The four words redefined diamonds as eternal promises, earning the title of the 20th century’s greatest advertising slogan from Advertising Age in 1999. The book explores how this idea and others like the “Two Months’ Salary” guideline and the “Right Hand Ring” influenced social rituals, female independence and consumer behaviour worldwide, including in India, where diamonds shifted from gold-centric traditions to emotionally resonant milestones.
Beyond marketing, it showcases collaborations with artists like Pablo Picasso, Salvador Dalí and Raoul Dufy, alongside icons such as Marilyn Monroe and Elizabeth Taylor. Later campaigns, including the 1990s “Shadows” series set to Karl Jenkins’ Palladio, reinforced diamonds as timeless and unique. The narrative also addresses today’s focus on provenance, sustainability and ethical stewardship, positioning natural diamonds as symbols of both enduring love and responsible luxury.
The book arrives as De Beers marks a century of innovation in luxury marketing, from the Great Depression to the era of conscious consumption, offering a rare window into one of advertising’s most enduring brand stories.
In a world where trends fade fast, De Beers didn’t just sell diamonds, it sold forever, and now it’s bound the proof in pages that will outlast even the hardest carat.
