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Elements that constitute memorable promo campaigns
MUMBAI: Andy Flower of UK’s Bruce Dunlop & Associates spoke about the various elements that play important roles in creating campaigns that won’t shade away in memory in his session Make it Meomorable.
Flower exhibited various promos which are famous for their stickiness factor. This included the various Honda ads with the ‘dream’ theme.
According to Flower, some of the key elements behind a memorable campaign are: great ideas, clarity of thoughts, focused work, thought provoking creations and the promo’s relevance to the basic theme.
In his session State of our art, Promoax & BDA USA’s Jim Chabin spoke about the best promos recognised by Promax globally. He started with various automobile ads which included that of BMW and Peugeot.
In his speech, Chabin also picked up some of the promos known for their animation works. Speaking about promos placed on the web, Chabin stressed on the importance of the logo’s visibility in the ad. He also presented various works which made maximum use of technology.
Chabin also showcased some of the memorable Impossible is nothing campaigns by Adidas. To drive home his point on the mileage good use of sound and music give to promos, Chabin presented various campaigns including the Channel V’s My type of TV promo.
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Paramount set to acquire Warner Bros. Discovery in $81 billion deal
Shareholders back merger, combined entity could reshape streaming and studios.
MUMBAI: Lights, camera… consolidation, Hollywood’s latest blockbuster might be happening off-screen. Shareholders of Warner Bros. Discovery have voted in favour of selling the company to Paramount in a deal valued at $81 billion rising to nearly $111 billion including debt setting the stage for one of the biggest shake-ups in modern media. The proposed merger, still subject to regulatory approvals, would bring together a vast portfolio spanning HBO Max, CNN, and franchises such as Harry Potter under the same umbrella as Paramount’s own heavyweights, including Top Gun and CBS.
At the heart of the deal is streaming scale. Executives have indicated plans to combine HBO Max and Paramount+ into a single platform, potentially creating a stronger challenger to giants like Netflix and Amazon’s Prime Video. Current market data suggests HBO Max holds around 12 per cent of US on-demand subscriptions, compared to Paramount+’s 3 per cent, together still trailing Netflix’s 19 per cent and Disney’s combined 27 per cent via Disney+ and Hulu.
Paramount CEO David Ellison has signalled that while platforms may merge, HBO’s creative identity will remain intact, stating the brand should “stay HBO” even within a broader ecosystem.
Beyond streaming, the deal would redraw the map for film production. Combining two of Hollywood’s oldest studios Paramount Pictures and Warner Bros., the new entity aims to scale output to over 30 films annually, while maintaining a 45-day theatrical window. Warner Bros. currently commands around 21 per cent of the US box office, compared to Paramount’s 6 per cent, underscoring the strategic weight of the acquisition.
But scale comes with scrutiny. Critics warn that fewer players could mean reduced consumer choice, rising subscription costs, and potential job cuts as the combined company looks to streamline overlapping operations while managing billions in debt.
The news business, too, faces a reset. CNN would join forces at least structurally with Paramount-owned CBS, raising questions about editorial independence and positioning. The merger has already drawn political attention in the United States, particularly given perceived ties between the Ellison family and Donald Trump, though the company maintains that newsroom autonomy will be preserved.
If approved, the deal would mark another milestone in Hollywood’s consolidation wave shrinking the industry’s traditional “big six” studios to a “big four”, with Paramount joining Disney, Universal, and Sony at the top table.
In an industry built on storytelling, this merger may well become its most consequential plot twist yet.
