Brands
Nestle to fund SilverPush & IotPot pilots, ad:tech concludes
MUMBAI: ad:tech, one of the largest digital marketing event, concluded its 7th edition of Digital Marketing & Advertising Conference & Exhibition in India at Gurgaon.
ad:tech 2017 had keynotes from industry veterans and enlightening sessions for the adverting marketing community. The event witnessed a large footfall which included exhibitors, marketers, and industry leaders and an Innovation Zone with the latest disruptive technology in digital marketing.
The second day of the action packed digital marketing event saw keynote from Times Internet’s Gautam Sinha on ‘Re-inventing digital engagement’ followed by GroupM’s Rob Norman who engaged the audience with a dynamic session on ‘Facebook and Google duopoly and the challengers to that’. These introductory keynotes were followed by spotlight sessions on topics like ‘Ecommerce companies as media platforms’, ‘Vernacular on Mobile’ and others.
The second day concluded with the keynote by Bharat Anand, HBS Professor and author-The Content Trap who shared his insights on ‘Reflection of marketing in a digital age’.
SilverPush and IotPot walked away with the coveted ‘The Next Big Thing’ title along with a fully-funded pilot with Nestlé. This year ad:tech brought its global initiative ‘The Next Big Thing’ to India in partnership with Nestlé India with the aim to build a platform that brings entrepreneurs and marketing leaders together and kick start collaborations. This proves to be a great platform for start-ups to prove their mettle by showcasing their indigenous ideas in front of Nestlé and digital media professionals and thereby walking away with a fully funded project.
Comexposium India Country MD Jaswant Singh said, “The 7th edition brought together more than 100 companies from across the globe to exhibit what’s new and what’s next. Over the years ad:tech is developing as a coveted platform for the community to deliver content which is relevant in this fast changing dynamic industry.”
This year’s event witnessed phenomenal additions of companies like IBM, Accenture, Gameloft, Taboola, GSK, SAP, Yes Bank, Maruti Suzuki and Pepsico India,
Brands
Myntra revives ‘Fashion ki Adalat’ to put social judgments on trial for International Women’s Day
Courtroom satire stars Lisa Ray and Archana Puran Singh
NATIONAL: Ahead of International Women’s Day, fashion e-commerce platform Myntra has revived its social campaign Fashion ki Adalat, expanding the idea of societal judgment beyond clothing choices.
The latest instalment of the campaign features actor and model Lisa Ray in a satirical courtroom drama that puts everyday scrutiny of women’s choices on trial. Veteran actor Archana Puran Singh reprises her role as the presiding judge, delivering the verdict in a humorous yet pointed narrative.
Set inside a stylised courtroom, the campaign frames the case as “Society vs Her Choices,” turning familiar criticisms into formal accusations. Through humour and satire, the film examines how women’s decisions, ranging from fashion and career to marriage and identity, are frequently judged across different stages of life.
The narrative traces three phases of Lisa Ray’s life. At 18, her independence is framed as defiance. Later, after marriage, her decision not to change her surname is questioned. In midlife, her ambition and bold self-expression are again scrutinised. Each moment is met with sharp retorts that challenge social expectations and reinforce the campaign’s central message: personal expression should not be subject to public approval.
With Fashion ki Adalat 2.0, Myntra is attempting to broaden last year’s conversation from defending individual fashion choices to questioning the impulse to judge them altogether.
“Self-expression is often met with unsolicited scrutiny,” said Myntra head of social media marketing and creator ecosystem Monalisa Panda. “Through this campaign we wanted to spotlight that reality and celebrate individuality across life stages.”
Created and produced by Ideaz Farm, the film was directed by Yash Danak, with creative direction by Katya Mohan and Rishi P Ekta Taak and Prasanna Shetty served as producers, while P Kalyani Sunil handled cinematography.
The campaign forms part of Myntra’s wider push to position fashion and beauty as tools of personal identity and self-expression for younger consumers across India.
