MAM
DRIM Global’s 2023 growth sets the stage for ambitious 2024 ventures in marketing: Yulia Aslamova
Mumbai: In the dynamic sphere of marketing, there is a singular name that serves as the guiding light – DRIM Global. With a collaboration of innovation, results, and a mission for success DRIM flourished in the year 2023 standing tall as a testament to the dedication to refining the influencer marketing landscape. 2023 reverberated with milestones, accolades, and a continued focus on a performance-driven approach for influencer marketing campaigns.
Revenue Boost
At the core of DRIM’s triumphs lies the success mantra – a 30 per cent surge in revenue in comparison to the year 2022. Innovation and the promise to deliver unparalleled results come into play as they root themselves deep into the performance marketing landscape.
Partnerships with Varying Ventures
In the pipeline of success lies the association with industry stakeholders – welcomed aboard were Myntra, Flipkart Health Plus, Urban Company, Medibuddy, and Skillmatics. In addition, their coalition with established names such as Domino’s, KFC, McDonald’s, Swiggy Instamart, Bankbazaar, Homelane Borzo, and WeFast also bore fruits of dedication and endurance.
Taking calculated steps and prudent business decisions, DRIM Global’s expertise was extended to cover new segments such as BFSI, Home Interiors, Medicine and Pharmaceuticals, Food Delivery Service Aggregators, and Educational Toys (Skillmatics).
Accolades and Acknowledgments
In the unwavering pursuit of excellence, DRIM was bestowed with prestigious Gold at Maddie’s 2023 for counting over 25,000 orders via an influencer–backed performance marketing campaign for McDonald’s South. DRIM Global has previously won the M3 awards, Brand Equity Influencer Marketing Awards, and IMA South, gathering testaments to the unwavering commitment to excellence.
Media Limelight
Amidst the awards and recognitions, the media landscape captured DRIM’s innovative campaigns. It reached across the corridors capturing a space in The Economic Times, Financial Express, The Times of India, HT Mint, Adgully, Social Samosa, Exchange4Media, Media News4U, and Business World Marketing. These coverages in black and white amplified the impact across the various industries involved.
Historical Milestone: CosmoFest presented by Forbes India
CosmoFest presented by Forbes India was a milestone that DRIM made history with in the year 2023. In today’s age, the consumer-centric approach adopted by the brands was a major topic for discussion taken up by Yulia Aslamova, the head of Asia at DRIM alongside Amitkumar Banka from Swiggy, delving deeper.
The audience got an opportunity to witness industry experts bust some myths around influencer marketing via an interactive session by DRIM’s Anwesha Sarker, head of growth, during the illuminating session – DRIM ConQuest. In addition, a delightful conversation about “The Power of Star Creators” took place among top-tier influencers – Divyanshi Singh, Vaibhavi, Vaishnavi, and Aditi elaborating on expediting brand growth.
In-depth trend-spotting strategies were discussed for influencer marketing and brand building by Shreya Sachdev, the CMO at PUMA India. Matching the celebration vibes of influencer impact, Arpan Biswas, head of marketing at AJIO introduced a note of caution. He reiterated the fact that AI is an interesting new entrant in marketing and brings an aspect of novelty but is incapable of swapping human connections fostered via real emotions – finally authenticating influencer-brand relationships.
Commitment towards Society
Beyond gaining the limelight, DRIM Global is committed towards the empowerment of women by offering them the opportunity to return to the workforce. They consciously focus on hiring and training eligible women candidates in the field of influencer marketing. This free training and certification highlights the values of empowerment and inclusivity that the organization stands up for in society.
Vision 2024: Sketching the Future Landscape
With the calendar pages reaching the mark of closure, DRIM looks forward to the next year with well etches plans to expanding its horizons. The visionary goal to double the revenue and increase the team strength by 30 per cent in 2024 mirrors their commitment to scaling up to match an upscaling graph in influencer marketing.
Ending 2023 on a strong note, DRIM Global cements it’s presence as the torchbearer of the performance-driven influencer marketing marathon. DRIM’s vision is a promise and a demonstration to bring in a platter of opportunities. In the symphony of marketing narratives, DRIM’s commitment remains to be a tale of innovation, influence, and a relentless pursuit of redefining the status quo.
MAM
ASCI study uncovers how Gen Alpha navigates ads in endless digital feeds
‘What the Sigma?’ ethnographic report maps blurred boundaries between content and commerce for 7–15-year-olds.
MUMBAI: Gen Alpha isn’t scrolling through the internet, they’re living rent-free inside its never-ending dopamine drip, and the ads have already moved in next door. The Advertising Standards Council of India (ASCI) Academy, partnering with Futurebrands Consulting, has published ‘What the Sigma?’, an immersive ethnographic study that maps how Indian children aged 7–15 (Generation Alpha) consume, interpret and live alongside media and commercial messaging in a hyper-digital environment.
The research draws on in-home interviews, sibling and peer conversations, and discussions with parents, teachers, counsellors, psychologists, marketers and kidfluencers across six cities. It examines not only what children watch but how algorithms, content creators, peers and parents shape their relationship with the constant stream of shorts, vlogs, gameplay, memes, sponsored posts and ‘kid-ified’ adult material.
Five core themes emerged:
- Discontinuous Generation, Gen Alpha is not growing up alongside the internet, they are growing up inside it. Cultural references, humour, aesthetics and language sync globally in real time, often leaving adults functionally illiterate in their children’s world. A reference that lands instantly for a 10-year-old in Mumbai or Visakhapatnam feels opaque or disjointed to most parents.
- Authority Vacuum, Parents and teachers frequently lose cultural fluency in digital spaces. The algorithm responsive, inexhaustible and perfectly attuned to preferences becomes the most attentive presence in many children’s daily lives. Rules around screen time feel increasingly difficult to enforce when adults cannot fully see or understand the content landscape.
- Digital as Society, Online and offline no longer exist as separate realms, they form one continuous reality. The phone is not a tool children pick up; it is the primary social environment they inhabit.
- Great Media Mukbang, Content flows as an ambient, boundary-less, multi-sensorial stream. Entertainment, advertising, commerce, gameplay, memes and vlogs merge into one undifferentiated feed. The line between active choice and passive absorption has largely collapsed.
- Blurred Ad Recognition, Children aged 7–12 typically recognise only the most overt advertising formats. Influencer promotions, gaming integrations and vlog sponsorships often register as organic entertainment. Children aged 13–15 show greater ad literacy but remain highly susceptible to narrative-integrated, passion-driven and emotionally resonant brand messaging. Discernment remains low across the board in a non-stop stream.
ASCI CEO and secretary general Manisha Kapoor said, “ASCI Academy’s study is an investigation into the content life of Generation Alpha not to judge them but to understand them. Their cultural reference points seem disjointed from those of earlier generations. Insights on how they perceive advertising is the first step towards building more responsible engagement frameworks, given that they are the youngest media consumers in our country right now.”
Futurebrands Consulting founder and director Santosh Desai added, “While earlier generations have been exposed to digital media, for this generation it is the world they inhabit. This report explores not only what they watch but how they are being shaped by algorithms, content and advertising.”
The study proposes four adaptive, principles-led pathways:
- Universal signposting of commercial intent using design principles that make advertising recognisable even to young audiences.
- Ecosystem-wide responsibility shared among advertisers, platforms, creators, schools and parents.
- Future-ready safeguards built directly into children’s content experiences rather than as optional background settings.
- Formal media and advertising literacy embedded in school curricula to teach age-appropriate understanding of persuasion and commercial intent.
In a feed that never pauses, Gen Alpha isn’t merely watching content, they’re swimming in an ocean where entertainment, commerce and identity swirl together. The real question isn’t whether they can spot an ad; it’s whether the adults building the ocean can agree on where the lifeguards should stand.
