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<ul class="summary-list"><li>Moscow's ambitions for a quick, sweeping victory in Ukraine were foiled soon after it invaded.</li><li>In the 19 months since Russia attacked, its forces have faced logistical and leadership challenges.</li></ul>As Russian troops massed along Ukraine's borders in late 2021 and early 2022, some Western experts warned that Vladimir Putin's army was not the army of Josef Stalin.The bulky Red Army divisions of World War II and the Cold War, each of which numbered <a href="https://ccnmtl.columbia.edu/services/dropoff/schilling/mil_org/milorgan_99.html" target="_blank" rel="noopener">about 10,000</a> troops, had been replaced in the 2000s by smaller, more agile battalion-size formations of between 500 and 1,000 troops — an effort to create a force <a href="https://www.businessinsider.com/galeotti-putins-wars-how-russia-rebuilt-and-destroyed-its-military-2023-4">more like that of the US and other Western armies</a>. Or so the theory went.The performance of those units in Russia's invasion of Ukraine in February 2022, where they faced outnumbered and outgunned Ukrainian defenders, <a href="https://www.businessinsider.com/ukraine-holding-out-as-russia-makes-a-mess-of-invasion-2022-2" target="_blank" rel="noopener">was a fiasco</a>. The feared <a href="https://rusi.org/explore-our-research/publications/commentary/getting-know-russian-battalion-tactical-group" target="_blank" rel="noopener">Battalion Tactical Groups</a>, or BTGs, proved as unwieldy as Russia's divisions were rigid.<div type="image" title="Russian troops soldiers" height="1334" width="2000" msid="104354034" hostid="261" sizebytes="367824"></div>Now Russia is returning to division-size formations to create more resilient formations that can sustain intense attritional warfare like that in Ukraine — at the cost of agility, according to Olesya Tkacheva, an expert on the Russian military at the Brussels School of Governance."Mobility is being sacrificed in exchange for resilience," Tkacheva said during <a href="https://www.wilsoncenter.org/event/how-does-kremlin-man-war-ukraine" target="_blank" rel="noopener">an online event</a> hosted by the Wilson Center in Washington DC.Despite the hype, the BTG was hardly a revolutionary concept. The German Army in World War II routinely formed combined-arms battlegroups ("kampfgruppen"), as did the US Army's task forces. Sometimes it was deliberate, and other times it was out of desperation as commanders scraped together whatever was available for a given mission.The Red Army in World War II tended to fight as separate branches — infantry, armor, and artillery — that were only combined just before a battle, two analysts with the US Army's Foreign Military Studies Office noted in an April 2022 <a href="https://rusi.org/explore-our-research/publications/commentary/getting-know-russian-battalion-tactical-group" target="_blank" rel="noopener">report</a> for Britain's Royal United Services Institute think tank.<div type="image" title="Russian army soldiers troops exercise" height="1334" width="2000" msid="104354036" hostid="261" sizebytes="354940"></div>The Soviet Army experimented with various combinations of units, which formed the basis for the BTG in the post-Soviet era."The most common BTG variant is based on a motorized rifle battalion with an attached tank company, self-propelled howitzer battalion, air defense platoon, engineer squad, and logistic support," the RUSI report said. BTGs were composed of professional contract soldiers, who are generally more capable, competent, and motivated than the sullen conscripts that still hamper Russia's army today.BTGs were intended for the new — at least for Russia — concept of expeditionary warfare. This required small units that could remain at a higher state of readiness, be deployed quickly, and be somewhat self-sufficient all-arms formations. The Russian military's failure to deploy and <a href="https://www.businessinsider.com/us-intelligence-couldnt-find-russian-army-during-2008-georgia-invasion-2022-3">operate effectively in Georgia</a> in 2008 had <a href="https://rusi.org/explore-our-research/publications/commentary/getting-know-russian-battalion-tactical-group" target="_blank" rel="noopener">driven home</a> for Moscow the need for such a force, which it has been able to put to use, most notably in Syria in the mid-2010s."Mobility and deployability outside of Russia's territory was one of the key strategic objectives," Tkacheva said of the thinking behind the embrace of BTGs.<div type="image" title="Russian special forces infantry armored vehicle" height="1333" width="2000" msid="104354038" hostid="261" sizebytes="247532"></div>Before World War II, the British Army was configured as an expeditionary force for <a href="https://affiliate.insider.com?amazonTrackingID=biauto-63038-20&amp;h=c5f52b5fc25cb25dadfc0ec68315283513964ccdc191a709d368a771ce7fd9ac&amp;postID=6526bded8cf71b3065dd884d&amp;postSlug=ukraine-failures-force-russia-to-end-putin-era-military-reforms-2023-10&amp;site=bi&amp;u=https%3A%2F%2Fwww.amazon.com%2FRaising-Churchills-Army-British-1919-1945%2Fdp%2F0199246300" target="_blank" rel="noopener">policing its empire</a>, but when it encountered heavily armed German forces, its equipment proved inadequate. Russia had the same problem when its BTGs had to engage in large-scale conventional warfare in Ukraine."Those battalion battle groups turned out to be highly unstable," Tkacheva said. "They were not resilient. They lost a lot of equipment and [had a] high casualty rate. As a result, the Ministry of Defense announced that they're switching back to the Soviet-style organization of the Russian Armed Forces, which is based on divisions."Other experts point to issues with the entire Russian force structure. A few high-readiness battalions can't compensate for <a href="https://www.businessinsider.com/russian-generals-killed-in-ukraine-have-more-tactical-battlefield-role-2022-3" target="_blank" rel="noopener">the low-readiness conscripts</a> that make up about one-third of Russia's army.Lack of manpower also resulted in BTGs being smaller than designed and having fewer infantry than needed, even though they had plenty of armored vehicles. It also meant there were insufficient forces to rotate tired and depleted units out of the line.<div type="image" title="Russian army troops tanks armored vehicles" height="1310" width="2000" msid="104354040" hostid="261" sizebytes="357376"></div>"The Russian military is well-suited to short, high-intensity campaigns defined by a heavy use of artillery," Michael Kofman and Rob Lee, both experts on Russia's military, <a href="https://warontherocks.com/2022/06/not-built-for-purpose-the-russian-militarys-ill-fated-force-design/" target="_blank" rel="noopener">wrote</a> in June 2022.By contrast, that military is poorly designed for a sustained occupation or for a grinding war of attrition, either of which would require a large share of Russia's ground forces — exactly the conflict the Kremlin now finds itself in.Switching from battalions to divisions as primary units may be a sensible move, depending on how static the Ukraine conflict becomes. As trench warfare froze the Western Front during World War I, armies emphasized resilience over mobility to endure grinding losses, but when Germany launched a devastating last-ditch <a href="https://encyclopedia.1914-1918-online.net/article/german_spring_offensives_1918" target="_blank" rel="noopener">offensive</a> in 1918 — a sort of pre-blitzkrieg — their forces lacked the mobility to exploit breakthroughs.If Russia can repel Ukraine's counteroffensive and the conflict becomes one of trench warfare and limited battles fought over small chunks of ground, then resilient but low-mobility forces will be useful. But if Ukraine achieves a breakthrough, and Russian troops have to maneuver quickly, <a href="https://www.businessinsider.com/poor-russian-morale-could-make-retreat-in-ukraine-more-costly-2023-9">they may struggle to keep up</a>.Michael Peck is a defense writer whose work has appeared in Forbes, Defense News, Foreign Policy magazine, and other publications. He holds a master's in political science. Follow him on <a href="https://www.twitter.com/@mipeck1" target="_blank" rel="noopener nofollow">Twitter</a> and <a href="https://affiliate.insider.com?amazonTrackingID=biauto-63038-20&amp;h=031b2d50cbdac0fa31e91243bf4d02324deef0918da59c6d06089ce83c069930&amp;postID=6526bded8cf71b3065dd884d&amp;postSlug=ukraine-failures-force-russia-to-end-putin-era-military-reforms-2023-10&amp;site=bi&amp;u=https%3A%2F%2Fwww.linkedin.com%2Fin%2Fmipeck%2F" target="_blank" rel="noopener">LinkedIn</a>.

Russian failures in Ukraine are forcing Moscow to give up on one of the biggest Putin-era military reforms

<ul><li>Every year, brands earmark spends to make the most of the <keyword id="6354831" type="UNKNOWN" weightage="20" keywordseo="indian-premier-league">Indian Premier League</keyword> which has become one of the most important sporting leagues in the country.</li><li>This year, despite problems like the postponement of the season and the change in the title sponsorship, broadcaster Star Sports has already sold 75% of its inventory.</li><li>Considering the festivities around the league and the popularity it enjoys, there is an <keyword id="9901547" type="UNKNOWN" weightage="20" keywordseo="advertising-blitzkrieg">advertising blitzkrieg</keyword> and every year we get a few memorable ads.</li><li>We try to put together a list of a few of the most memorable ads that have come out over the years.</li></ul> Ever since its launch in 2008, the Indian Premier League (<keyword id="6354312" type="UNKNOWN" weightage="20" keywordseo="IPL">IPL</keyword>) has almost become a celebration, of our country’s love for cricket. Such has become the fervor around the sporting league that it is looked at as one of the biggest marketing opportunities for brands. Over the years, the league has become a crucial event which sees a massive advertising spend. And why not? The tournament gives brands an opportunity to reach out to a massive, engaged set of audience who are glued to their television sets for the entirety of the tournament. A lot of marketing monies are spent during the season. Last year, IPL had helped broadcaster <keyword id="17943" type="COMPANY" weightage="20" keywordseo="star-india">Star India</keyword> to earn around Rs 2000 crore in advertising revenue. Therefore, when the league got postponed due to the <keyword id="1754604" type="PERSON" weightage="20" keywordseo="coronavirus">coronavirus</keyword> pandemic this year, not only the audience, but the brands mourned too. Meanwhile, political tensions in the country also led to the dropping out of Vivo. However, with the league finally happening, things are slowly warming up. Many brands have already come on board as sponsors and the league has definitely not lost its sheen even in a year that has been very difficult. This year is expected to bring a higher viewership too and therefore advertisers are expected to go all out to make the most out of the league. So we wanted to take this opportunity and look back on some of the best campaigns that brands have come up with during the league, to grab maximum eyeballs and make their presence felt. Here are our top picks: <keyword id="15492" type="CITY" weightage="20" keywordseo="Vodafone">Vodafone</keyword> Zoozoos <div type="Youtube" id="Cr9hV81sC5M" title="Vodafone Zoozoos IPL 2013 - Vodafone &quot;Zumi Zumi&quot; (Zoozoo Celebration) - Karaoke Version" thumbUrl="https://i.ytimg.com/vi/Cr9hV81sC5M/mqdefault.jpg"></div> Star Sports’ Kanna Keep Calm <div type="Youtube" id="TrI2UXW9icA" title="Pepsi IPL 2014 - starsports.com - Kanna, KEEP CALM Music Video" thumbUrl="https://i.ytimg.com/vi/TrI2UXW9icA/mqdefault.jpg"></div> Kingfisher IPL Beatbox <div type="Youtube" id="OsM-G3A6XR0" title="Kingfisher IPL Beatbox : Oo La La La Le O - Directed by Senthil Kumar" thumbUrl="https://i.ytimg.com/vi/OsM-G3A6XR0/mqdefault.jpg"></div> <keyword id="44672" type="CITY" weightage="20" keywordseo="Pepsi">Pepsi</keyword> – Crash the Pepsi IPL <div type="Youtube" id="hbOc01dx_W0" title="Pepsi – Crash the Pepsi IPL" thumbUrl="https://i.ytimg.com/vi/hbOc01dx_W0/mqdefault.jpg"></div> <keyword id="6354504" type="DEFINITION" weightage="20" keywordseo="reliance-jio">Reliance Jio</keyword> <div type="Youtube" id="77xaEK2Elz4" title="Jio Dhan Dhana Dhan - bringing people together through cricket" thumbUrl="https://i.ytimg.com/vi/77xaEK2Elz4/mqdefault.jpg"></div> Swiggy <div type="Youtube" id="-__hUQWh8WY" title="Our favorite uncle is back. And yet again, Swiggy comes to his rescue! Swiggy. What a delivery!" thumbUrl="https://i.ytimg.com/vi/-__hUQWh8WY/mqdefault.jpg"></div> <keyword id="18635" type="CITY" weightage="20" keywordseo="Amazon">Amazon</keyword> <div type="Youtube" id="akH-5adtYoA" title="Introducing Chonkpur Cheetahs!" thumbUrl="https://i.ytimg.com/vi/akH-5adtYoA/mqdefault.jpg"></div>

Throwback to some memorable IPL ads created over the years

In order to compete head-to-head with Micromax, <keyword id="2918631" type="UNKNOWN" weightage="20" keywordseo="Lenovo-Motorola-and-Xiaomi">Lenovo-Motorola and Xiaomi</keyword> in the mid-segment category, South Korean tech giant <keyword id="10591" type="CITY" weightage="20" keywordseo="Samsung">Samsung</keyword> is planning its biggest ever rollout in India in the July-September quarter. 
In the next quarter, the handset maker will launch 10 smartphones in the Rs 9,000 to Rs 18,000 segment to give a stiff competition to local and Chinese rivals. This information was revealed in an Economic Times report. 
 
Some research companies told ET that this competition has led to a drop in Samsung's market share in the mid-segment in 2014. According to CMR India data, the South Korean tech firm’s share in the Indian smartphone market fell from 43.2% to 23.7% in 2014 as domestic handset manufacturers like Micromax, Karbonn and Intex benefited. 
 In response to an email sent by ET, a <keyword id="107877" type="CITY" weightage="20" keywordseo="Samsung-India">Samsung India</keyword> spokesperson said, "Samsung is committed to the Indian market and will continue to cater to the needs of consumers with innovative products and technology." 
 
If we believe this report by ET, most of the new models will be launched under a sub-brand called the J series and the 4G-compliant handsets will be made in India. Galaxy J7 and J5, are two models expected to be the first to hit store shelves early next month. 
 
Requesting anonymity, a CEO of a leading electronics retail chain informed ET, "After beating Apple in the premium smartphone segment last quarter, Samsung is now looking at extending its lead in the overall market by filling the gap with a new line-up in the Rs 9,000-18,000 segment and would spend hugely on promotions." 
 
In September, Samsung will also roll out its next flagship model, the Galaxy Note 5, in India to add more fervor to the festive season then. 
 
Smartphones account for 70% of the company's revenue in India.

Battle for market share: Samsung plans its biggest blitzkrieg of launches in Indian in Q2

How Ukraine's counteroffensive went sideways

<ul class="summary-list"><li><keyword id="11894337" type="UNKNOWN" weightage="60" keywordseo="russia" source="Orion">Russia</keyword> has appointed General Alexander Dvornikov to lead its Ukraine invasion, reports say.</li><li>Dvornikov became the first commander of the Russian Armed Forces in <keyword id="11896847" type="UNKNOWN" weightage="60" keywordseo="syria" source="Orion">Syria</keyword> during Russia's 2015 intervention.</li></ul>Russia is believed to have reorganized its <keyword id="11898555" type="UNKNOWN" weightage="60" keywordseo="military" source="Orion">military</keyword> leadership in Ukraine, appointing General Alexander Dvornikov as its new commander, reports say.Western officials told the <a href="https://www.bbc.co.uk/news/live/world-europe-61032786">BBC</a> that Dvornikov, a general who played a significant role in the Russian bombardment of Syria, has been put in charge by Russian President Vladimir Putin.Dvornikov has been tasked with "improving coordination between Russian forces in Ukraine," the outlet said.The move comes as Russia restrategizes and<a href="https://www.businessinsider.com/russian-defense-ministry-says-its-focusing-on-liberating-donbas-region-2022-3?r=US&amp;IR=T"> shifts its focus to Ukraine's Donbas region, </a>after its <a href="https://www.businessinsider.com/lloyd-austin-russia-invasion-of-ukraine-has-essentially-stalled-2022-3?r=US&amp;IR=T">invasion stalls</a> in much of the country.The Kremlin is hoping that experienced Alexander Dvornikov, who is currently Commander of Russia's Southern Military District, could restore the honor of the Russian army after its mauling on the road to Kyiv.Russian forces have suffered heavy losses since it began its invasion of Ukraine, and reports suggest that <a href="https://www.nytimes.com/2022/03/16/us/politics/russia-troop-deaths.html">morale is deteriorating</a>.<h2>A veteran of Russia's bloody campaign in Syria</h2>Dvornikov joined the Soviet Army in 1978 and went on to command several regiments in the Russian military.In September 2015, he became the first commander of the Russian Armed Forces in Syria, during Putin's military intervention to support the embattled Syrian President Bashar al-Assad.Dvornikov was awarded the title Hero of the Russian Federation in 2016 for his leadership in Syria, the highest military honor in the country.A UN investigation into atrocities committed in Syria said that<a href="https://www.theguardian.com/world/2020/mar/02/russia-committed-war-crimes-in-syria-finds-un-report"> Russia was partly to blame for war crimes</a> due to indiscriminate attacks in civilian areas without "a specific military objective."Following his time in Syria, Dvornikov was appointed Commander of the Southern Military District. A report by the <a href="https://www.jstor.org/stable/pdf/resrep28851.5.pdf">Institute for the Study of War</a> said that Dvornikov drew on his experience in Syria to "reorganize the Southern Military District into a joint force grouping capable of operating effectively on land, sea, and air."<div type="image" title="Smoke rising from a Russian tank" height="2333" width="3110" msid="90762185" hostid="261"></div>The change in leadership could be seen as "a sign of Russian weakness," Gwythian Prins, a military strategy expert who's advised NATO, told the <a href="https://www.bbc.co.uk/sounds/play/w172ykwb7nt8vmd">BBC</a>.Prins noted that Russia has lost <a href="https://www.businessinsider.com/ukraine-russian-officer-elite-decimated-9-who-were-killed-in-combat-2022-3?r=US&amp;IR=T">several of its most senior commanders</a> in Ukraine, including Colonel Andrei Mordvichev and <a href="https://www.businessinsider.com/ukraine-claims-its-killed-one-of-russias-top-generals-in-ukraine-2022-3?r=US&amp;IR=T">Lt. Gen. Yakov Rezantsev</a>."So yes they've brought in someone who's a well-known bombardier, they have reverted from the failed strategy of the blitzkrieg, which was intended to happen, and they've now gone back to terrorizing people by rubblization–and Mr. Dvornikov is very good at that sort of thing," said Prins.The Ukrainian leadership and western experts believe Russia is poised to launch a new offensive in Donbas, eastern Ukraine.Ukrainian President Volodymyr Zelenskyy on Friday <a href="https://www.businessinsider.com/zelenskyy-intv-ukraines-president-issues-chilling-warning-for-donbas-war-2022-4">warned of a conflict that could result in the biggest war in centuries.</a>Speaking to <a href="https://www.bild.de/politik/ausland/politik-ausland/selenskyj-im-bild-interview-ich-weine-nicht-mehr-79716844.bild.html">the German newspaper BILD,</a> owned by Axel Springer, Insider's parent company, Zelenskyy predicted intense fighting in the coming days."It could be a big war in Donbas — like the world has not seen in hundreds of years," he told BILD reporter Paul Ronzheimer."We will go on defending our country until the end," the Ukrainian president said.

Putin appoints a 'well-known bombardier' to command the Russian army in Ukraine after its mauling outside Kyiv

<ul><li>The first half of 2020 was so unusual and unprecedented that the ad industry took a nosedive to as low as -60%.</li><li>Businesses of all kinds and sizes suffered and put their advertising activities on hold to give their consumers space to process the unprecedented times.</li><li>So, after a year and a half of lull, brands and advertisers went all out with their marketing activities during the festive season this year. Consumers were extra excited to step out, shop zealously and as most research studies reflected, Diwali exceeded expectations and broke previous records.</li><li>So, we speak to media experts and digital agencies to find out if the advertising industry has managed to bounce back this year, discuss the industry’s spending so far and their expectations from the last festival of the season, Christmas.</li></ul>After a year and a half of celebrating festivals virtually, Indian consumers were excited to have some sense of normalcy back this year during the festive season. Advertisers and brands also went all out to leverage on this uptick in consumer sentiment, starting from Raksha Bandhan to Diwali. Experts were also hopeful that the festive season will bring in cheer and serve as a respite from the pandemic-associated slumber. According to Redseer Consulting, 2021 saw India witness its biggest ever Festive Sales with brands clocking a Gross Merchandise Value (GMV) of $9.2 billion through online channels over this period. Online Festive Sales in India continued to grow at a blistering pace and saw a 23% YoY growth in GMV. On the other hand, the categories that witnessed subdued growth this year included the likes of home furnishings, home decor, furnishings and other electronics. Looking back at 2020, Eeshita Ghosh, General Manager and Office Head, Motivator Bangalore said, “The festival of 2021 is definitely better than 2020 and as high if not more than 2019. The ad volume started picking up from Q3 of 2021 and with more than 20% growth over 2019 Q3. The festival months saw multiple new advertisers getting active, approximately 2000+ new advertisers are active in media. The inventory was full, and the market sentiments were very positive. With festival and IPL, media was very active with multiple new categories.” A lot of hopes were banking on the festive season for the industry's overall revival, however, unlike Ghosh, Neena Dasgupta, CEO &amp; Director, Zirca Digital Solutions was a little disappointed; not with the numbers but with overall creativity. Explaining why, Dasgupta said, “Honestly, the performance fell short of expectations. Not only in terms of volume but also the kind of activities. I felt our methods possibly regressed a bit to remain cautious and conservative. Innovative ideas were few and yet each of them benefited. The consumer is now more aware and it’s time we took their psychometric into consideration. And at times where media dollars need to be more efficient and effective, we have to embrace tech that allows us to capture the consumer mindset and then deploy media buys across mediums.” Sharing how the festive season has panned out so far for the advertising industry, Dasgupta added, “It’s been an interesting festive season. There was exuberance in the consumer spirit and it reflected in some categories. And yet the exuberance didn’t necessarily translate into communication to the same scale. This was possibly a combination of inflation, economic imbalance at consumer levels and some category constraints that impacted sales. What was interesting g though was the growth in rural activities at the consumer end and advertising end too. Every medium had its share. And fintech growth made some aspirations real for this segment. We now have a fascinating growth story for Bharat.” With a steady monsoon and plump harvest so far, it was a cheerful year for rural India as well. They spent their harvest festivals with more enthusiasm and happiness to share with their loved ones. Brands also left no stone unturned to expand their marketing activities beyond metro and Tier I cities this year. In fact, this year, Tier II and III had the lion’s share in e-commerce spends. Will we return to 2019’s ad spends? After June, the advertising industry’s performance picked up by leaps and bounds. Raksha Bandhan, Ganesh Chaturthi and ace festival Diwali, improved consumer sentiment and helped the advertising industry to bounce back. But have we returned to 2019’s levels? “The ADEX numbers for October and November are yet to come, but as we observed from our billing, we are positive that it has bounced back to 2019 levels,” said Ghosh. Dasgupta told Advertising and Media Insider that regional and rural markets exceeded 2019’s performance but some markets are yet to reach there. Decoding media dispersion this festive season While there was buoyancy across the board, television got the most attention from advertisers yet again, followed by digital. Talking about medium dispersion, Monaz Todywalla, CEO at PHD Media India said, “In terms of mediums, television and digital continue to drive impact and lead from the front, with digital playing a vital role in ensuring last-mile connectivity and driving sales across multiple touchpoints. Raman Mittal, CMO and Co-Founder, TO THE NEW was delighted to see digital getting a bigger piece of pie than 2020. He said, "COVID revolutionized the way people shop. We saw businesses go all out on digital channels this Diwali season to communicate with potential clients. Companies have adjusted their attention on digital marketing to stay up with new shopping channels and get the biggest piece of the pie as a result of continual digital transformation." "Interaction and Influencers were the two themes that peaked this festive season," Raman continued. "Giveaways, contests, and online polls were used to promote interactive content. In addition, the top celebrities were enlisted to help brands stand out amid the crowd. These tendencies, we believe, will last well into Christmas and New Year." Within digital, video got the most attention and while traditional advertisers continued to spend heavily, they were matched and at times exceeded by online services/startups. Mihir Karkare, Cofounder and EVP of Mirum India said, "The videos ruled the roost this festive season. Online video platforms were in great demand – YouTube and OTT were the preferred choices for brands. Apart from Diwali, all the cricketing action also contributed heavily towards increased advertising spends. From a 'growth of share' standpoint, Influencer marketing as come of age." Hopes rest on Christmas Christmas is the last festival of the year. Will it give an additional impetus and help the advertising industry exceed 2019’s performance? “Christmas is a bit low, but we have seen many advertisers continuing with the momentum built during the Q3 period. I expect Q4 to be like Q2 and will be higher than Q4 of 2020 and close to 2019 Q4,” answered Ghosh. PHD Media’s Todywalla is optimistic that the momentum will continue and brands will keep up with their marketing blitzkrieg. “With consumers showing an increased propensity to spend, pent-up demand from brands translating into a bouquet of launches - complimented by high-decibel marketing campaigns, and an overall increase in consumption and sales from all corners of the media and entertainment ecosystem, the festivities have ushered in a season that's peppered with a healthy dose of optimism. We believe this wave of hope and optimism is expected to be carried forth into the coming year too," said Todywalla. With a huge push from key festivals such as Diwali, Ganesh Chaturthi and Raksha Bandhan, cautious optimism continues to thrive in the advertising industry.

Has 2021’s festive season given India’s advertising industry a big enough push to recover from the 2020 after-effect?

<ul><li><keyword id="6357886" type="COMPANY" weightage="20" keywordseo="phonepe">PhonePe</keyword> had launched an ad series during IPL featuring actors <keyword id="6355923" type="PERSON" weightage="20" keywordseo="Aamir-Khan">Aamir Khan</keyword> and <keyword id="6354526" type="PERSON" weightage="20" keywordseo="alia-bhatt">Alia Bhatt</keyword>. The ads have been well-received.</li><li>We talk to Richa Sharma, Director - Brand Marketing at PhonePe about the thought behind the campaign and what is it that has helped the series stand out in the clutter. </li><li>The ads have been created by <keyword id="261687" type="COMPANY" weightage="20" keywordseo="Leo-Burnett-India">Leo Burnett India</keyword>.</li></ul>It's been a month since the launch of this year’s edition of <keyword id="6354831" type="UNKNOWN" weightage="20" keywordseo="indian-premier-league">Indian Premier League</keyword> (IPL) and it has been an immensely entertaining month. Despite a change in format, the IPL fervor has caught on. Over the past month, we have seen brands come up with interesting campaigns to make the most of this league that is watched by millions. Every year, we see an advertising blitzkrieg when brands try to think out-of-the-box to break the clutter. This year too, we have seen a few ads that have stood out. Online payment app PhonePe’s 5 ads campaign featuring actors Aamir Khan and Alia Bhatt have been well-received. The brand smartly created a series, which made people invested in the characters and curious about what was coming next. The aim of PhonePe was to take a pointed message to the audience, that the platform is an easy and safe gateway for making online payments. While the ads were simply trying to showcase the features of the app, which otherwise would not have made for interesting storytelling, the way the platform chose to take its message to its audience was interesting. Having Khan and Bhatt also helped add some charm to the campaign. Despite the campaign still running, the ads have had the desired effect. The brand is already witnessing a significant positive impact on brand recall and business metrics. We recently caught up with Richa Sharma, Director - Brand Marketing at PhonePe to understand how they pulled off the ad series and what is helping them stand out in the clutter. Excerpts: Q) PhonePe's series of ads featuring Aamir Khan and Alia Bhatt have been well received, both by consumers and people from the industry. What do you think is it about the storytelling that has helped it stand apart at a time when so many brands are coming up with ads? There are a few barriers/ reasons in consumers’ minds when it comes to digital payments that have held them back from trying it out. We wanted the campaign to address some of those questions people have in their minds in a very crisp yet engaging manner. The creative device of a police station set-up and episodic treatment make for entertaining content that lands the message of how simple, safe and quick it is to use PhonePe and the fact that it's already the trusted choice of crores of customers and merchants across India. Q) Who is the agency behind the ads? What is it you wanted to achieve with this ad series? We have partnered with Leo Burnett India for the campaigns. The objective was to introduce digital payments to a billion Indians, explain its benefits such as easy to use, safe and ubiquitous to users. The series of adverts explain the key takeaways through an engaging storytelling format that unfolds over six, 20 sec adverts. While each ad talks about a different reason to try PhonePe, yet the story picks up from where the previous ad ends. This episodic treatment was chosen to create engagement and to get customers excited and keep them guessing about the next one, while continually reinforcing the key message of using PhonePe for digital payments. Q) A lot of brands during IPL have made use of cricketers and you have stuck with Aamir and Alia. Do you think that helped you stand out? We believe that a great campaign comes down to the ability to tell a great story. The simplicity with which the key messages were communicated, the engaging storytelling format and the episodic treatment to get the customers engaged are the crucial ingredients in our successful campaign. In addition, the right ambassadors who resonate with our brand are key. Both Aamir Khan and Alia Bhat are perfect as the face of our brand as they are both a powerhouse of talent and appeal to Indians across the country. They are inspiring and bold and personify values of integrity and trust that strongly resonate with the PhonePe brand. Q) From an effectiveness standpoint, have you seen an uptick in the number of people coming onto your platform? Our objective behind running this campaign was to reach the massive audience that’s not yet gone digital for payments. The key focus is to remind the audience that PhonePe stands at the vanguard of safe, easy and instant digital payments and financial services for each and every Indian. The campaign has been well received by all consumer cohorts - current users, category non-users alike, with the adverts garnering over 425 million views on YouTube and Facebook. While the campaign is still ongoing, there has already been a significant positive impact on brand recall and business metrics along with positive engagement and organic love being shown by audiences on digital platforms. We have already surpassed the campaign targets that we were tracking and with cricket now kicking in full flow, it's only going to deliver bumper results in the coming month. We are extremely excited to be associated with India’s biggest sporting event. Our association in the past has proven to be fruitful, giving us a platform to create visibility and high brand recall for PhonePe. It has also helped us create and increase awareness around digital payments across different user segments in the country.

We've seen a significant positive impact on brand recall and business metrics following our IPL campaign featuring Aamir Khan and Alia Bhatt: Richa Sharma, PhonePe

<div class="KonaFilter image-container display-table float_left float_right"><div><div class="image on-image">EpsilonBryan Kennedy, CEO of Epsilon.</div></div></div>Hello!Welcome to the <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">Advertising</keyword> and <keyword id="6354777" type="COMPANY" weightage="60" keywordseo="Media">Media</keyword> Insider newsletter, where we round up interesting stories and scoops from us over the past week, ICYMI. I'm Tanya Dua, a senior advertising reporter, filling in for Lucia this week. If you got this email forwarded, sign up for your own <a href="https://newsletter.businessinsider.com/click/17574965.35102/aHR0cDovL25ld3NsZXR0ZXIuYnVzaW5lc3NpbnNpZGVyLmNvbS9qb2luLzRucC9hZHZlcnRpc2luZy1tZWRpYS13ZWVrbHkmaGFzaD1mNGU5MTEzNmMxM2YzYzQwYzQ5NmQ3N2JjNzM0NzUwMj9ucl9lbWFpbF9yZWZlcmVyPTEmdXRtX3NvdXJjZT1TYWlsdGhydSZ1dG1fbWVkaXVtPWVtYWlsJnV0bV9jb250ZW50PUFkdmVydGlzaW5nX2luc2lkZXI/5d0cd5722ddf9c3bf7c8ccdfB7692cb05">here.</a> Got a tip or feedback? Email me at tdua@businessinsider.com.To start, Business Insider is launching a list of top executives who are leading the rise of free, ad-supported streaming video. Please submit your ideas to my colleague Ashley Rodriguez <a href="https://docs.google.com/forms/d/e/1FAIpQLSdwwCMYfI7qjxqHsovxkTLv3RubBaShXiALvotSDNKaYbDppg/viewform?usp=sf_link">through this form </a>by September 3.Moving on to the news, with the California Consumer Privacy Act, or CCPA, set to roll out in January and digital giants like Facebook and Google cracking down on advertisers' ability to use third parties on their platforms, startups are capitalizing on marketers' need to prepare for coming privacy regulations. Lauren Johnson has the lowdown on 10 key tech companies helping marketers get ready.<a href="https://www.businessinsider.com/marketing-advertising-companies-helping-ccpa-regulation-2019-8">Sweeping regulations like California's upcoming privacy bill threaten to wipe out the advertising industry. These 10 tech companies are trying to help marketers survive.</a>On a lighter note, Lauren also wrote about something you were all probably thinking: Not only are ad-supported streaming TV companies like Pluto TV, Tubi, and Amazon Fire TV virtually indistinguishable from each other, they are also launching major ad blitzkriegs that look pretty similar. As they try to take on subscription-based competitors like Netflix and Hulu, all three have recently run ad campaigns that not only look alike but basically have the same pitch: They're free.<a href="https://www.businessinsider.com/pluto-tv-amazon-fire-tubi-run-big-ad-campaigns-2019-8">OTT players like Pluto TV and Tubi are ramping up ad spend to get ahead of the upcoming onslaught of new streaming TV</a>Elsewhere, Lucia had two scoops from the publishing side of the industry:<ul><li>First, that Ev Williams' Medium has hired seasoned publishing exec and BuzzFeed's former VP of international Scott Lamb as it seeks to grow paid subscriptions. <a href="https://www.businessinsider.com/medium-hired-a-buzzfeed-vet-as-it-seeks-subscription-growth-2019-8">Ev Williams' Medium has hired a veteran publishing exec as it seeks to grow paid subscriptions, stirring speculation it's trying to take on Apple News</a></li><li>And that Vice Media has shuffled the leadership at its agency Virtue Worldwide as Ryan Mack, a founding exec who rose to the role of president, is exiting the company. <a href="https://www.businessinsider.com/vice-media-agency-announces-new-leadership-as-key-exec-exits-2019-8">Vice Media shuffles leadership at its agency as another key exec heads for the exit</a></li></ul>Meanwhile, I got the scoop on a new startup that's promising to help direct-to-consumer brands with one of their biggest headaches - rising customer acquisition costs. Mavely's pitch is that people can shop and earn commissions by sharing products with their communities on its app, while DTC brands can reach new customers.<a href="https://www.businessinsider.com/dtc-brands-are-using-startup-mavely-to-acquire-new-customers-2019-8">A startup called Mavely has raised $1 million to help DTC brands get new customers at half the price of Facebook and Instagram - and Allbirds, Brooklinen, and M.Gemi are already on board</a>I also broke the news that Tim Connolly, head of partnerships and distribution at Jeffrey Katzenberg's yet-to-be launched service Quibi, leaving the company after less than a year due to a reorganization. He was <a href="https://www.businessinsider.com/jeffrey-katzenbergs-quibi-has-poached-a-key-snap-ad-sales-exec-2019-5">instrumental in leading up-front negotiations with advertisers</a>, securing $100 million in ad deals ahead of the service's launch from advertisers such as P&amp;G and Anheuser-Busch InBev, as Business Insider previously reported.<a href="https://www.businessinsider.com/tim-connolly-head-of-partnerships-and-advertising-at-quibi-leaves-2019-8">One of the most high-profile executives at Jeffrey Katzenberg's Quibi has departed before the platform has even officially launched</a>And finally, beleaguered media measurement company Comscore is reorganizing after laying off 8% of its staff this past week. The company's executives outlined its strategy in an exclusive interview with Business Insider, and said that it would be cashflow positive by the end of the year. While some industry sources see a power struggle brewing between Comscore and Rentrak factions, others are optimistic about its future.<a href="https://www.businessinsider.com/comscore-says-it-will-be-cashflow-positive-by-year-end-2019-8">Beleaguered media measurement giant Comscore is turning over a new leaf, again - and says it will be cashflow positive by the end of the year</a>Here are other great stories from media, tech, and advertising. (You can read most of the articles here<a href="https://newsletter.businessinsider.com/click/17574965.35102/aHR0cHM6Ly93d3cuYnVzaW5lc3NpbnNpZGVyLmNvbS9zdWJzY3JpcHRpb24vcHJpbWUtdmlwP25yX2VtYWlsX3JlZmVyZXI9MSZ1dG1fc291cmNlPVNhaWx0aHJ1JnV0bV9tZWRpdW09ZW1haWwmdXRtX2NvbnRlbnQ9QWR2ZXJ0aXNpbmdfaW5zaWRlcg/5d0cd5722ddf9c3bf7c8ccdfB6b82b04a"> by subscribing to BI Prime</a>; use promo code AD2PRIME2018 for a free month.)<a href="https://www.businessinsider.com/former-facebook-news-curator-reacts-to-its-latest-news-plans-2019-8"></a><a href="https://www.businessinsider.com/facebook-review-all-marketing-partners-instagram-data-scraping-2019-8">Facebook is reviewing hundreds of its official 'Facebook Marketing Partners' over Instagram data-scraping issues</a><a href="https://www.businessinsider.com/former-facebook-news-curator-reacts-to-its-latest-news-plans-2019-8">'I would question the ethical integrity of an editorial team that answers to Mark Zuckerberg': A former member of Facebook's Trending team weighs in on the company's latest effort to tackle news</a><a href="https://www.businessinsider.com/news-corp-knewz-google-news-2019-8">News Corp is reportedly releasing 'Knewz,' a Google News competitor that it hopes will help readers find news stories from more and different sources</a><a href="https://www.businessinsider.com/popeyes-parent-company-ceo-chicken-sandwich-2019-8">The CEO of Popeyes' parent company breaks down the massive success of its chicken sandwich</a><a href="https://www.businessinsider.com/how-to-get-paid-brand-sponsorship-deal-instagram-youtube-influencer-2019-8">How Instagram influencers land their first brand-sponsorship deals</a><a href="https://www.businessinsider.com/triplelift-hires-top-fox-sales-exec-michael-shields-2019-8">Ad-tech firm TripleLift has hired a top Fox sales exec to shake up the $70 billion-TV advertising industry as media giants prepare new streaming services</a> <div class="margin-top"> <h3>NOW WATCH: <a href="https://www.businessinsider.com/cmos-how-brands-should-participate-in-social-political-issues-2019-8">Brands can no longer stay away from social and political issues. We asked some of the biggest names in the industry how to do it right.</a></h3> <div> </div> </div>

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