iWorld
JioCinema Brand Spotlight: Illuminating IPL campaigns with unmatched brilliance.
Mumbai: In the fast-paced world of advertising, innovation is key to capturing audience attention and creating memorable brand experiences. This IPL season, JioCinema embarked on a journey with its new initiative – Jio Cinema Brand Spotlight. This initiative aimed to elevate select ad campaigns, offering them exclusive exposure during the crucial first six overs of IPL matches.
Six prominent brands – Dream 11, Charged by Thums Up, Britannia, Dalmia Cement, Parle Products, and HDFC Bank – captured this unique opportunity to debut their campaigns on JioCinema during the IPL matches. What set these campaigns apart was not just their prime placement but also the narrative behind their creation.
Beyond just securing a prime spot for launching their opening day campaigns, JioCinema’s brand spotlight is offered an opportunity for brands to engage with audiences in a more meaningful way. In an exclusive initiative, brand spotlight facilitated a unique marketer’s moment, where the campaign makers and brand custodians shared exclusive insights and stories behind the creation of their campaigns and brand films featured on JioCinema.
The platform didn’t stop at merely showcasing the ads; it dug deeper into the creative process by providing viewers with insights into the making of these campaigns. This move involved hosting dedicated trays on the sports page of the app for these brands. These trays not only housed the extended edits of the campaigns but also offered an intimate look into the brainstorming sessions, challenges faced, and creative decisions made by the brand custodians and agency heads.
For the first time in the industry, fans had the opportunity to go beyond the glossy surface of advertisements and gain a deeper understanding of the thought that goes into crafting these spots. By offering behind-the-scenes content alongside the ads, JioCinema transformed passive viewers into engaged participants, creating a more immersive experience for IPL enthusiasts.
Watch the behind the campaign stories here:
Charged by ThumsUp’s campaign: https://go.jc.fm/fRhd/9isgyf5n
Parle Products’ campaign: https://go.jc.fm/fRhd/vnbiuqs4
Britannia’s campaign: https://go.jc.fm/fRhd/7k61354u
HDFC Bank’s campaign: https://go.jc.fm/fRhd/l0x74mae
Dalmia Cement’s campaign: https://go.jc.fm/fRhd/cwatxrte
Dream11’s Campaign: https://go.jc.fm/fRhd/ay9tmeiw
Brand Spotlight was an innovation for advertisers around the opening match of TATA IPL season 2024. The packages and offerings have been specifically designed to help select advertisers, no matter what the objective, category, and scale of business. Each proposition from JioCinema has been curated to enhance the brand’s proposition and increase the potential of scale and targeting possibilities they can extract on digital.
iWorld
Snapchat parent Snap cuts 16 per cent of workforce in AI-driven restructuring
The Snapchat parent is axing around 1,000 jobs and closing 300 open roles to save $500m, as artificial intelligence makes smaller teams the new normal
CALIFORNIA: Snap is snapping. The Snapchat parent has confirmed plans to cut around 1,000 employees, roughly 16 per cent of its full-time workforce, as it bets that artificial intelligence can do what headcount once required. Shares jumped more than 10 per cent in premarket trading on the news, a brisk vote of confidence from a market that has watched the stock shed about 31 per cent this year.
The restructuring, which also closes more than 300 open roles, follows pressure from activist investor Irenic Capital Management, which holds an economic interest of about 2.5 per cent in the company and has been loudly pushing Snap to tighten its portfolio and lift performance. The firm got what it asked for, and then some.
Chief executive Evan Spiegel told employees the cuts would reduce annualised expenses by more than $500m by the second half of the year. The company expects to incur charges of between $95m and $130m related to the layoffs, mostly severance, with the bulk landing in the second quarter. Staff in Snap’s North America team were asked to work from home on the day of the announcement.
The financial backdrop is not without bright spots. Snap expects first-quarter revenue to rise around 12 per cent to approximately $1.53 billion, broadly in line with analyst estimates. Adjusted core profit for the January to March quarter is forecast at about $233m, comfortably ahead of Wall Street’s expectation of $186.8m.
The harder question surrounds Specs, Snap’s augmented reality smart glasses subsidiary, which Irenic has urged the company to spin off or shut down entirely. The unit has absorbed more than $3.5 billion in investment and burns through approximately $500m in cash annually. Snap is pressing ahead regardless, with a consumer product expected later this year, even as Meta leads the market in the segment.
Spiegel is betting that leaner teams, smarter machines and a consumer AR play can restore Snap’s credibility with investors who have run out of patience. The redundancy notices have gone out. The harder restructuring, the one that requires a hit product rather than a headcount reduction, is still very much pending.
