Mobile handset makers and cellular services providers have once again emerged as top spenders in Indian Premier League (<keyword id="6354312" type="CITY" weightage="100" keywordseo="IPL">IPL</keyword>) advertising, accounting for 32% of total advertisements during the live telecast of first 15 matches that took place from April 5-15. The above data was sourced from TAM Sports, the sports-dedicated division of <keyword id="252927" type="COMPANY" weightage="100" keywordseo="TAM-Media-Research">TAM Media Research</keyword>. Also read: <a href="http://www.businessinsider.in/sports/ipl-bookies-have-gone-digital/articleshow/58357353.cms">In first IPL post demonetisation, bookies have gone ‘digital’ in their transactions</a> <a href="http://www.businessinsider.in/sports/heres-how-china-is-a-part-of-ipl-this-season/articleshow/57992739.cms">Chinese</a> handset brands <keyword id="215177" type="COMPANY" weightage="100" keywordseo="Vivo">Vivo</keyword> and <keyword id="1731609" type="UNKNOWN" weightage="100" keywordseo="Oppo">Oppo</keyword>, both of which are owned by BBK Electronics, held 20% share in advertising during the first 15 matches with an aim to get customers’ attention. The rest 12% was taken up by <a href="http://www.businessinsider.in/small-business/companies/Value-of-Vodafone-Idea-may-be-worth-23-more-than-what-Voda-agreed-at/articleshow/57806787.cms">Vodafone India</a> and <a href="http://www.businessinsider.in/small-business/companies/jio-to-continue-with-attractive-offers/articleshow/58374710.cms">Reliance Jio Infocomm</a>. During these 15 matches, 55 advertisers across 40 different categories promoted 84 of their brands with advertisements on Sony Max, Sony Six, Sony Six HD, Sony ESPN and Sony ESPN HD. Also read: <a href="http://www.businessinsider.in/5-hottest-controversiesin-ipl-that-shook-the-cricket-world/articleshow/58223568.cms">5 hottest controversies in IPL that shook the cricket world</a> Other categories of major spenders include air conditioners, online shopping and passenger vehicles, which accounted for half of the overall advertising.

Handset makers and telcos continue to be top spenders in IPL advertising

<img class="gwt-Image" src="/photo/47150070.cms" />Tables have turned. The big fishes now seem like fishes in a pond while small ones have transformed into sharks. 
 After nearly seven years, the soap opera of the <keyword id="397085" type="ORGANIZATION" weightage="60" keywordseo="Broadcast-Audience-Research-Council">Broadcast Audience Research Council</keyword> (BARC) India, a joint industry body, got a new twist when it has rolled out first set of data from a new rating system. 
 This can be marked as the beginning of a super innings for the television viewers in India. Under the new ratings, which came out on April 29 this year, the audience of Indian television industry, who happen to be the end consumers will probably reveal a better side of television viewing and consumption of content. <keyword id="2801660" type="UNKNOWN" weightage="80" keywordseo="BARC-India">BARC India</keyword>, when it rolled out the first set of data, felt the way content was measured and monitored would change for better in the future. 
 Television Rating Points (<keyword id="35778" type="PERSON" weightage="60" keywordseo="TRPs">TRPs</keyword>) had long provided ammunition for television companies to be at each other’s neck. The same TRPs also became a bone of contention between Television Audience Measurement (<keyword id="134892" type="COMPANY" weightage="60" keywordseo="TAM">TAM</keyword>) and the Government of India. Till the time BARC came out with a new method of measuring TRPs, TAM – the agency, was the only avenue to understand the viewer trends and content ratings. TAM’s reports were much coveted, and advertisers would pay hefty sums to get the reports regularly, to book their slots on most popular channels and shows. 
 
In more than one ways, TRPs were small little numbers that ran the industry as 34% of the revenue generated in television industry is through advertising. The standoff between the government and TAM paved way for swifter action by BARC and the new ratings became need of the hour. 
 
There was an apprehension that the standoff may actually cost huge revenues since the matter became sub judice, with TAM possibly not functioning before BARC actually came about. This was when India was about to witness general elections last year. Though this caused a bit of heartburn, all was well covered through the phase and BARC’s new rating system came into existence after nearly 11 months into the new government. 
 
After releasing the new set of data, BARC India has actually changed the rules of the game. Players who till now assumed they were the leaders, turned into mere members of the team; while those who were members, bagged top spots. This has surely had economic repercussions too, in the way games are being designed and players are selected now. The ecosystem has turned completely transparent and that is what is providing the entire transaction a renewed trusted way of engaging in the business of television and advertising. 
 
BARC India has often said it is committed to building a world class television audience measuring system that is scientific and has scope to 
further analyse than having ranks associated with shows or soaps. Though the initial reactions have been enthusiastic and welcoming, there is also an air of skepticism that has been about ‘wait and watch’. This means, some of the players in the industry would rather wait for a set of data to be open to analysis, at the level of individual data, which gives them the space to interpret and make further business plans. 
 
Industry experts point out media planning can never be done on household data alone. Though the new rating system is based on a scientific model that’s recognized under research methodology, such as stratified random sampling technique which has proved its applicability in the area; it would be feasible to assume there is still scope for improvement on this model too. Because, like some of the industry leaders feel, it does not cover all the market segments that are vital for the television industry to survive or stay the front runner. 
 
The first week of BARC numbers, industry experts add, were more or less in line with what they had predicted and expected. As far as the ‘upsets’ are concerned, the channels or shows which moved down the ranking scale, very few have actually caused some furore in their respective fields or channel officers. Pecking order has remained the same, they say. But then, the dumping order has surely changed!

BARC
India: The new number game has begun

<ul><li>ASCI announces new guidelines for <keyword id="10805748" type="UNKNOWN" weightage="20" keywordseo="influencer-advertising">influencer advertising</keyword> on digital media. </li><li>As per the guidelines, the influencers will be required to add a disclosure label from the list of approved labels. </li></ul>To enable consumers to easily recognise promotional content on digital platforms, the <keyword id="120108" type="COMPANY" weightage="20" keywordseo="Advertising-Standards-Council-of-India">Advertising Standards Council of India</keyword> (ASCI) has released draft guidelines for influencer advertising on digital media. The influencer industry is growing fast. According to digital marketing agency AdLift, India’s influencer market is estimated at $75-$150 million a year as compared to the global market of $1.75 billion. This is an industry that has become mainstream within the advertising space, and is only expected to grow as more Indians go online. It’s no wonder that brands across sectors are associating with influencers to get across their marketing messages. So, much of what influencers post is promotional and a lot of it is not identified as such. Such non-disclosure is a disservice to consumers and is misleading. The guidelines for influencers advertising on digital media will be available for all stakeholders, including industry, digital influencers as well as consumers for feedback till March 8, 2021. Based on the feedback and inputs, the final guidelines will be issued by ASCI by 31st March, 2021. This guideline will be applicable to all promotional posts published on or after 15th April 2021. In keeping with the changing marketing paradigm, ASCI has closely followed advertising content on digital platforms. Last September, it associated with TAM Media Research to monitor more than 3,000 digital platforms for misleading marketing messages. With the guidelines, ASCI will assist consumers, brands and content creators to ensure all stakeholders’ interests are preserved through a self-regulatory approach. As per ASCI’s Trust in Advertising Report, released last December, viewership of ads on digital platforms is virtually the same in rural (82%) and metro (83%) areas. Keeping in mind the growing consumption of digital advertising, the disclosure guidelines for influencers were the need of the hour. The guidelines were a collaborative effort with influencers. ASCI teamed up with BigBang.Social, a leading marketplace for social storytelling, to get India’s leading digital influencers’ views on board. Subhash Kamath, Chairman, ASCI, said: “The digital space is vast. However, promotional content is often indistinguishable from regular posts. Consumers have the right to easily recognise promotional content. The guidelines will help consumers identify promotional content and also guide digital influencers. We look forward to feedback from industry stakeholders, including more influencers, which would help us make the digital space more responsible for all.” Dhruv Chitgopekar, Founding Partner, KWAN, and CEO, BigBang.Social, said: “We realised the need for a responsible advertising ecosystem in place for influencers; promoting ethical practices, fair &amp; transparent expression. These guidelines will benefit consumers and the digital influencers. We firmly believe it is essential for digital advertising platforms too. We are delighted to partner with a self-regulatory body that wants to be inclusive of all stakeholders.” Draft Guidelines for influencer advertising on digital media 1) Advertisements must be obviously distinguishable by the average consumer from editorial and independent user-generated content, to prevent the audience from being confused between the two. Therefore, a disclosure label must be added from the list of approved labels. Only permitted disclosure labels will be considered as adequate as consumers may not be familiar with various creative ways in which advertisers and influencers may wish to convey that the said communication is an advertisement. Examples of such advertisements could be paid music promotion in a video, promoting a store or a brand through a post on the influencers media handle 2) The disclosure label used to highlight advertising content needs to be upfront (within the first two lines of any given platform, such that a consumer need not click on see more or have to scroll under the fold), prominent (so people don't miss it), appropriate for the channel (what can you see and when) and suitable for all potential devices (it needs to be visible regardless of the device used, or platform such as website or app etc.). 3) The disclosure label must be in English or translated into the language of the advertisement in a way that it is well understood by the average consumer who is viewing the advertisement. 4) Blanket disclosures in a profile/bio/about section will not be considered adequate because people visiting the site might read individual reviews or watch individual videos without seeing the disclosure on another page 5) If the advertisement is only a picture post such as Instagram stories or Snapchat, the label needs to be superimposed over the picture and it should be ensured that the average consumer is able to see it clearly. 6) In the case of video not accompanied by a text post, the disclosure label should be superimposed on the video in a manner that is easily visible to the viewer. For videos that last 15 seconds or lesser, the disclosure label must stay for a minimum of 2 seconds. For videos longer than 15 seconds, but less than 2 minutes, the disclosure label stays for 1/3rd the length of the video. For videos which are 2 minutes or longer, the disclosure label must stay for the entire duration of the section in which the promoted brand or its features, benefits etc are mentioned. In live streams, the disclosure label should be placed periodically, for 5 seconds at the end of every minute so that users who see part of the stream can see the disclosure. 7) In the case of audio media, the disclosure label must be clearly announced at the beginning and at the end of the audio. 8) Filters should not be applied to social media advertisements if they exaggerate the effect of the claim that the brand is making- eg. makes hair shinier, teeth whiter etc. 9) The influencer must do their due diligence about any technical or performance claims made by them such as 2X better, effect lasts for 1 month, fastest speed, best in class etc. Evidence of due diligence would include correspondence with the advertiser or brand owner confirming that the specific claim made in the advertisement is capable of scientific substantiation. 10) It is recommended that the contractual agreement between advertiser and influencer carries clauses pertaining to disclosure, use of filters as well as due diligence Ready Reckoner for <keyword id="1020663" type="COMPANY" weightage="20" keywordseo="social-media-platforms">Social Media Platforms</keyword> <ol><li>Instagram: Disclosure label to be included in the title above the photo/beginning of the text that shows. If only the image is seen, the image itself must include the label</li><li>Facebook: Include the disclosure label in the title of the entry or post. If only the image/video is seen, the image/video itself must include the label eg FB story</li><li>Twitter: Include the disclosure label or tag at the beginning of the body of the message as a tag</li><li>Pinterest: Include the disclosure label at the beginning of the message.</li><li>YouTube and other video platforms: Include the label in the title / description of the post.</li><li>Vlog: Overlay the disclosure label while talking about the product or service</li><li>Snapchat: Include the disclosure label in the body of the message in the beginning as a tag.</li><li>Blog: Include the disclosure label in the title of the post.</li></ol>

Influencers will have to label their ads so that an average consumer can distinguish them from editorial and independent user-generated content: ASCI

<ul><li>The last few months have reaffirmed the power and impact of radio. </li><li><keyword id="295639" type="PERSON" weightage="20" keywordseo="Abraham-Thomas">Abraham Thomas</keyword>, Chief Executive Officer, <keyword id="162321" type="COMPANY" weightage="20" keywordseo="Reliance-Broadcast-Network">Reliance Broadcast Network</keyword> Limited writes how radio has reinvented itself, acclimating to the demands of listeners whilst extending the boundaries of content and audience engagement.</li></ul>If the last few years were about touch, these coming years are going to be all about Audio. Brands are creating their own voice, the search is fast-moving to audio and audio will be an integral part of the Internet of things! Radio will always be the dominant player in the new world of Audio. Radio is well reflecting the change in audio consumption behaviour from music to talk to unscripted podcasts to scripted podcasts to audio stories and is partnering with multiple platforms for content creation and dissemination. The last few months have reaffirmed the power and impact of radio which has been shining brighter and booming louder, especially for the stellar role it can play in the times of a national crisis. This is all the more evident during these times of ‘toxic content’ and fake news! Since the onset of lockdown, radio has been shattering many preconceived notions as it has emerged as a powerful communication tool. This has translated into it being reimagined in the minds of listeners, becoming the most trusted medium for audiences across the country. This reaffirmation in the medium’s strength has been clearly resonated in the numbers divulged. A study conducted by AROI had revealed that 82% of the Indian audience tuned into radio during the lockdown and the average daily time spent listening increased by 23%. As per the recent RAM data, there’s been a spike in listenership across segments, with reach and time spent by men and women, Sec A and golden agers noticing a significant surge. Radio also busts the age-old myth about its popularity amongst millennials as it had teens grooving to its tunes, noticing a remarkable rise in listenership and engagement. This can be attributed to the fact that during the time of unprecedented uncertainty listeners turned to radio for the impeccable manner in which it helped them wade through the slew of unratified fake news and sensationalism. Also, their favourite RJs became their trusted friends and a voice of comfort. This sizable growth hasn’t gone unnoticed by brands and advertisers as they are leveraging the strength of the medium for generating greater exposure and engagement for their products. The TAM Adex data shows a subsequent growth in advertising targeted towards each segment with various categories such as retail auto, cosmetics, financial services, restaurant, food products, E-com media amongst many others leveraging the strength of airwaves to reach their target audience even in the remotest parts of the country. The recently revealed data by the research division also states that ad volumes on radio has spiked by 434% during Jun-Aug ’20 in the 4 metros as compared to the previous quarter. In other cities, the rise stands at more than 5 times. Infact, over 100 categories advertised exclusively during this period. The numbers do speak for themselves as the medium recovered by a resounding 70% in the current quarter with consistent growth in ad volumes since June’20. With the geographic unlocking of the economy, there has been a K shaped recovery, with certain categories booming and others bearing the brunt. However, our emerging markets are leading the way in this recovery apart from major cities like Mumbai, Delhi, Chennai, and Ahmedabad as the un-lockdown has restarted economic activity. These figures give us all the reason to be cautiously optimistic for the medium. The upcoming festive season will further be a crucial period for radio as about 40-45% of annual business occurs during this time. With an eye towards the future, we are confident that the upcoming fervour that the season brings with it will be a mood changer, bringing in some much-needed respite. Diwali being the biggest festival will aid in shopping and voluminous purchasing. As everyone enjoys the revelries, brands will attract customers with new launches, offers and discounts and radio become the ideal partner, owing to its extensive local reach and influence. While the last few months have been full of learnings, time and again, radio has reinvented itself, acclimating to the demands of listeners whilst extending the boundaries of content and audience engagement. This has seen radio curate content that spans formats and genres. Transcending boundaries like never before, radio is embracing digital to delve into stories and regale in engrossing narratives that are not just mainstream. With storytelling and podcasts gaining wide momentum, the medium is not only breaking geographical barriers reaching out to a wider set of audience but also garnering adulation and attention of content creators across the world. It is successfully evolving towards providing a holistic audio entertainment experience which is more intimate and immersive. By appealing to all demographics and adding immense value to the listener’s time spent on the medium, radio is not only taking giant strides towards being a gamechanger but will also play a telling role in the revival of the nation’s economy. - By Abraham Thomas, Chief Executive Officer, Reliance Broadcast Network Limited

The rise and rise of radio

<ul><li>Radio was impacted adversely after the lockdown when ad spends took a plunge.</li><li>However, <keyword id="236136" type="COMPANY" weightage="20" keywordseo="Radio-City">Radio City</keyword> is trying to come up with innovative solutions for its clients and listeners. </li><li>We caught up with <keyword id="3148434" type="PERSON" weightage="20" keywordseo="Ashit-Kukian">Ashit Kukian</keyword>, CEO, Radio City to understand how the station is navigating through the macro and micro challenges and using digital mediums to reach out to its consumers. </li></ul>As with almost all traditional media businesses, ad revenues on radio stations took a nosedive due to the pandemic-induced lockdown. Radio companies started piggybacking on digital services to weather the storm and Radio City, one of the leading stations, went all out to come up with solutions to soften the blow. It launched innovative campaigns like Concert From Home, Corona Fighters ko Salaam, Radio City Bazaar, released an anthem ‘Ghar Se Na Niklenge’ to encourage people to stay at home and tied up with <keyword id="685487" type="COMPANY" weightage="20" keywordseo="Spotify">Spotify</keyword> to provide more than 1400 episodes of 16 audio IPs, to their global user base. It also started airing positive angles for otherwise bleak situations, in a bid to keep its audiences motivated. As a result, Radio City found its social media reach growing by 280% in the last few months. Ashit Kukian, CEO, Radio City said the channel’s focus on generating integrated, innovative, and great multimedia propositions has also proven to be helpful in attracting advertisers from various sectors and markets. Sharing how the demand from advertisers is slowly coming back, Kukian said, “We saw a substantial reduction in the beginning, similar to what other mediums faced, mainly because the pandemic has caused most sectors to face business and operational difficulties. However, we also witnessed keenness from various brands to utilise the power of radio to maximise their reach even in these unprecedented times. We realised advertising revenues were coming in from healthcare and pharmaceutical brands, owing to health and hygiene becoming a key priority, from local, small market retailers, from the FMCG and real estate sectors, and also from some larger insurance players. We also started offering a bouquet of on-air and digital offerings to advertisers, along with leveraging our RJs and their reach to provide solutions to brands. This resulted in a further spike in advertising revenues.” The Radio industry is bouncing back The radio industry is seeing early signs of recovery. It saw an increase in listenership during the lockdown, with 82% people tuning in to the medium, according to the latest AZ Research PPL report. Radio’s user base has increased from the pre-lockdown 48 million to 51 million people. Its home listenership also increased by 22% and has grown from 64% to 86%, and the time that people spend listening to the radio has increased by 23% to 2.36 hours every day. Recent RAM and TAM Adex data reflected a spike in women and men listenership resulting in high growth in both men and women-oriented advertising. Kukian wasn’t surprised with these numbers and demographic changes. He said, “It is indeed a great opportunity for radio to further tap into these demographics to gain advertisers' interest. This has definitely been an encouraging development which helped us put pedal to the metal when it comes to our business plans.” “These numbers clearly showcase that most of our audience has stood by us even during this pandemic and will continue to do so. Also, radio’s ubiquity, hyperlocal nature, timelessness, and ability to entertain as well as create awareness on issues of local and national importance, ensures that we will be one of the few businesses to come out of the woods faster than the others. Radio was also voted as the second most credible medium out of all in that same A-Z Research PPL Report. Additionally, our various initiatives which we started during the lockdown have been successful so far, with some great audience engagement,” added Kukian. Changes in user behavior In the event of several apps and Chinese companies being banned, the ‘vocal for the local’ mindset has now been adopted by consumers, with the interest shifting towards locally produced or manufactured goods. After seeing this behavioural change, Radio City launched Radio City Bazaar, a movement to give a boost to local businesses. “We’ve seen some great responses come in for our novel initiative of Radio City Bazaar, through which we have been putting the limelight onto industrious homegrown businesses and giving them a credible platform to build awareness about their business propositions. We wanted to ensure we are all vocal for local and turn the spotlight onto industrious homegrown businesses to give them a credible platform to build awareness about their business propositions,” said Kukian. Apart from that, Kukian said the consumers’ mindset has also changed due to the pandemic. He elaborated, “The pandemic has definitely brought about a change in the consumers’ mindset. With social distancing becoming the norm, digital consumption has spiked with people shopping online, virtual classes becoming the order of the day, and e-wallet companies having a larger play in the economy. Also, consumers are not interested in being sold to right now; they are being extra judicious in who they place their trust in, and are only going for brands who have managed to highlight their ability to understand consumer needs and offer solutions for those needs in a proactive and responsible manner.” Focus this year After the lockdown was announced, transitioning from an all-studio set-up to work-from-home wasn’t easy. Radio City had to ensure that all its employees had the necessary infrastructure support and were digitally enabled to continue their work seamlessly, including being able to access the company software and systems put in place for on-boarding and servicing clients. So, amongst a few other key areas, Radio City is going to focus on being there for its employees through these turbulent times. “Our focus this year is three-fold. One, to keep our audience entertained, informed, and engaged. Two, to keep our advertisers’ interests alive, and give them innovative options to engage with their consumers and three, to ensure our employees are taken care of and hand hold them in these tough times,” said Kukian.

Radio City’s social media reach grew by 280% during lockdown; it is now offering bouquet on-air and online offerings to woo advertisers

<ul class="summary-list"><li>This post originally appeared in the Insider Today newsletter.</li></ul>Happy Saturday! Daylight-saving time officially starts tomorrow, so don't forget to change your clocks. The <a target="_blank" rel="noopener" href="https://l.businessinsider.com/a/click?_t=c8e10479a20f45bba5aad6c5f6fbb009&amp;_m=698fe98e7a1447e89b3c97cda10da57a&amp;_e=kvEM7NddIWgO1fz6kpeprlzxn9DOT9qt9R17wLdY3DZgK6RHz6GFzExKDjkBnCpjcfwa06DeUCDQE7cn3RWDA9vDzUjeyO4BTfVr1WZ297cV0thj_nQIAulUKbmfYjq0FVNMkAe46z3guMf2-m-aFv89CkxwoB3bfiKkOh2PBCWQ74Q3v3q8WuwGoCf_TILhiiqzHmpl1qKikchePMENOvdjr_JjyYXYddPxYstXTaC23WDy1vwiTfiHQ1ma8mMcCd9U0FKmqTTopVzUp3BJpXsK-kMizUFAkMwO76rnnrL5FhS_rpFIUQkLZAvjlchYNcAXs168nEbyR-Cxt2G2mGIsbAIULPwPr8E_bUetbkhcW0svLSqkQCmFMXr4FKxgkAHSHeuE1z1_aZHssNZH7SjqskMt9Zei5FghCoHI5O5rLKFyqs7-27-Ugs00t0dof1hgx4PpIYQXcl5725Hahw%3D%3D">time change can be a pain</a> for some, but personally I'm looking forward to longer days.Today, we have different ways to help you live a healthier, more productive life. Let's jump in.On the agenda today:<ul><li>Remember those $1 homes in Italy? One couple <a target="_blank" href="https://www.businessinsider.com/californians-sicily-italy-one-euro-homes-expensive-properties-true-cost-2024-1?r=US&amp;IR=T">actually bought two of them</a>.</li><li>Look out for these red flags the next time <a target="_blank" href="https://www.businessinsider.com/red-flags-how-to-spot-good-steak-house-from-owners">you eat at a fancy steak house</a>.</li><li>The Oscars start an hour earlier tomorrow. We've got <a target="_blank" href="https://www.businessinsider.com/oscars-2024-predictions-who-will-win-who-should-win-surprises-2024-3">thoughts on who will win</a>.</li><li>Stretch your money: <a target="_blank" href="https://www.businessinsider.com/morocco-riad-palace-luxury-hotel-worth-it-anayela-review-2024-3">What $280 a night gets you in Morocco</a>.But first: The longevity trends that are actually worth your time.</li></ul><hr />If this was forwarded to you, <a target="_blank" href="https://www.businessinsider.com/subscription/newsletter/insider-today">sign up he</a><a target="_blank" href="https://www.businessinsider.com/john-goodman-movies-tv-roles-the-conners-big-lebowski-2024-2">re.</a><hr /><div type="image" title="Bryan Johnson." height="1280" width="1707" msid="108355037" hostid="261" sizebytes="70870"></div><h3>Dispatch</h3><h2>Tired or wired: Longevity edition</h2>Since last year, the conversation surrounding longevity has been heating up, sparked in part by biotech founder <a target="_blank" href="https://www.businessinsider.com/bryan-johnson-45-reduced-biological-age-5-years-project-blueprint-2023-1">Bryan Johnson's multimillion-dollar quest to rewind the clock</a>.But not everyone's a Bryan Johnson — many of us are strapped for time and cash. I asked Mia de Graaf, Business Insider's deputy executive editor of health, which anti-aging trends are actually worth it.Do it:<ul><li>Rucking: You don't even need a gym to cash in on this trend. <a target="_blank" href="https://www.businessinsider.com/rucking-longevity-burn-fat-build-muscle-no-gym-2023-11">Rucking, or carrying weight over distance</a>, can improve cardiovascular fitness and strengthen our muscles and bones. Oh, and <a target="_blank" href="https://www.businessinsider.com/rucking-startup-founders-investors-look-for-ways-optimize-workouts-2023-10">Silicon Valley loves it</a>.</li></ul><ul><li>Sleep hygiene: High-quality sleep <a target="_blank" href="https://www.businessinsider.com/how-to-improve-longevity-supplements-vs-exercise-and-diet-2024-3">is imperative to longevity</a>. Recent research suggests that a consistent sleep schedule may be even more important than how many hours you get.</li></ul>Skip it:<ul><li>Cold plunges: You've probably seen people on social media dipping into an ice bath. While it's popular right now, Mia says "<a target="_blank" href="https://www.businessinsider.com/anti-aging-treatments-that-actually-work-vs-scams-2023-4#no-a-cold-plunge-14">we haven't seen very good evidence</a> that a dip in cold or ice water does anything for your immune system."</li></ul>"We all want a silver bullet — a pill or drink or habit that will be the elixir of youth," Mia told me. But she said some of <a target="_blank" href="https://www.businessinsider.com/cheap-affordable-effective-longevity-hacks-anti-aging-2023-9">the most effective longevity tricks</a> are actually simple, and well within our control: eating well, sleeping well, and <a target="_blank" href="https://www.businessinsider.com/what-loneliness-does-to-the-body-and-brain-2023-12">connecting with others</a>.<hr /><h2></h2><div type="image" title="Gary and Tam Holm walking with their child in Sicily." height="1080" width="1920" msid="108355039" hostid="261" sizebytes="239982"></div><h2>This couple is living your Italian dreams</h2>Remember when a few small Italian towns were selling disheveled homes for $1? The deal, meant to help revitalize local communities and economies, drew a lot of interest when it went viral in 2019.One couple, Tam and Gary Holm, was among the people who actually participated in the $1 home deal. They wound up spending about $30,000 for two properties — but say it's been worth every penny.<a target="_blank" href="https://www.businessinsider.com/californians-sicily-italy-one-euro-homes-expensive-properties-true-cost-2024-1">The $1 home project, five years later</a>.Also read:<ul><li><a target="_blank" href="https://www.businessinsider.com/oldest-living-american-elizabeth-francis-lifestyle-longevity-tips-secrets-2024-2">A 114-year-old Texan is now the oldest living American. Here are 6 lifestyle choices that may have helped her stay healthy for so long.</a></li><li><a target="_blank" href="https://www.businessinsider.com/true-cost-of-italys-1-dollar-euro-home-scheme-2024-3">What was the true cost of Italy's $1 home scheme</a>?</li></ul><hr /><div type="image" title="Michael Voltaggio and Bryan Voltaggio cooking steaks" height="2000" width="3000" msid="108355040" hostid="261" sizebytes="451180"></div><h2>High-end steak house red flags</h2>Dining out at a steak house is an indulgent — and pricey — experience. But if you're going to shell out the money, you want to make sure you're eating at a good establishment.Two former "Top Chef" contestants, who also own a steak house, shared what differentiates luxury steak houses from more mediocre options. It turns out you can tell a lot about the restaurant based on how sharp their knives are.<a target="_blank" href="https://www.businessinsider.com/red-flags-how-to-spot-good-steak-house-from-owners">These are the signs to look out for.</a><hr /><div type="image" title="Barbie, Oppenheimer, Poor Things side-by-side" height="700" width="869" msid="108355041" hostid="261" sizebytes="52098"></div><h2>Here's who should win the Oscars</h2>The Oscars, the biggest awards event in film, will be held Sunday night at 7 p.m. ET. As you might expect, blockbuster movies like "Oppenheimer" and "Barbie" are up for several awards.And while "Oppenheimer" is predicted to snag multiple big wins, others, like "The Holdovers," could surprise us in a few categories.<a target="_blank" href="https://www.businessinsider.com/oscars-2024-predictions-who-will-win-who-should-win-surprises-2024-3">Read our full list of predictions</a>.Also read:<ul><li><a target="_blank" href="https://www.businessinsider.com/ron-perlman-movies-tv-shows-hellboy-sons-of-anarchy-mr-mrs-smith-2024-3">Ron Perlman has made peace with the death of 'Hellboy 3'</a></li></ul><hr /><div type="image" title="AnaYela is a converted Moroccan riad that's now a boutique hotel." height="500" width="1000" msid="108355043" hostid="261" sizebytes="49976"></div><h2>Vacation in a Moroccan riad</h2>You can't visit Morocco without staying in a riad. The lavish homes, which once belonged to society's elite, typically consist of several floors, centered around a lush courtyard.This writer stayed at AnaYela, a 300-year-old riad in Marrakesh, for $280 a night. The stay was luxurious from start to finish, and came with breakfast and transportation to and from the airport.<a target="_blank" href="https://www.businessinsider.com/morocco-riad-palace-luxury-hotel-worth-it-anayela-review-2024-3">See inside the elegant AnaYela</a>.<hr /><div type="image" title="Yorgos Lanthimos/Courtesy of Searchlight Pictures/Poor Things, Kevin/The Gentlemen, John/Damsel, Abanti Chowdhury/BI" height="1000" width="2000" msid="108355045" hostid="261" sizebytes="84180"></div><h2>What we're watching this weekend</h2><ul><li>"Poor Things": The Oscar contender is available to stream on Hulu ahead of the awards show, as are <a target="_blank" href="https://www.businessinsider.com/guides/streaming/where-to-watch-oscars-best-picture-nominees-2024">several other nominated films</a>.</li></ul><ul><li>"The Traitors" season 2: Catch the reality competition show's finale and reunion special that aired this week.</li><li>"The Gentlemen": Guy Ritchie's new crime drama for Netflix (based on his 2019 movie of the same name) is a ton of fun and a perfect easy weekend watch.<a target="_blank" href="https://businessinsider.com/best-tv-shows-movies-streaming-netflix-hulu-peacock-march-8-24">See the full list</a></li></ul><hr /><h2>More of this week's top reads</h2><ul><li>A woman who's visited nearly all US National Parks thinks you can <a target="_blank" href="https://www.businessinsider.com/overrated-us-national-parks-according-to-frequent-traveler-2024-3">skip these five.</a></li><li>An ex-resident who lived on a cruise ship for millionaires described <a target="_blank" href="https://www.businessinsider.com/the-world-residential-cruise-ship-four-seasons-steroids-ex-resident-2024-3">what life was like</a>.</li><li>Formula 1 <a target="_blank" href="https://www.businessinsider.com/formula-one-gen-z-women-changing-sports-fandom-2024-2">"fan girls" are taking over</a> and redefining what it means to love motorsports.</li><li>A Gen Zer who pays £108 per month for a Soho House membership says <a target="_blank" href="https://www.businessinsider.com/gen-z-soho-house-member-club-worth-fee-2024-3">it's worth the fee</a>.</li><li>This is what <a target="_blank" href="https://www.businessinsider.com/preventing-loneliness-solutions-boomers-taco-tuesdays-phone-contacts-2024-2">one woman did to prevent loneliness</a> after her husband died.</li><li>Tripadvisor has a new AI tool to plan vacations — <a target="_blank" href="https://www.businessinsider.com/tripadvisor-free-ai-planning-tool-pros-cons-2024-2">here's how it works</a>.</li><li>A Gen Z woman ditched NYC for Milan and was <a target="_blank" href="https://www.businessinsider.com/moving-to-italy-from-nyc-slow-pace-cost-of-living-2024-3">shocked by how much vacation Italians get</a>.</li><li>Wells Fargo's newest credit card <a target="_blank" href="https://www.businessinsider.com/wells-fargo-launches-autograph-journey-announces-travel-transfer-partners-2024-3">rivals other top travel cards</a>.</li><li>Ariana Madix is actually killing it <a target="_blank" href="https://www.businessinsider.com/ariana-madix-chicago-review-musical-broadway-roxie-hart-2024-3">as Roxie Hart in "Chicago."</a></li><li>Oscars nominees get a<a target="_blank" href="https://www.businessinsider.com/oscars-gift-bag-worth-whats-inside-2024-3"> $170,000 gift bag</a>.</li></ul><hr />The Insider Today team: <a target="_blank" href="https://www.businessinsider.com/author/joi-marie-mckenzie">Joi-Marie McKenzie</a>, editor-in-chief, in New York. <a target="_blank" href="https://www.businessinsider.com/author/jordan-parker-erb">Jordan Parker Erb</a>, editor, in New York. <a target="_blank" href="https://www.businessinsider.com/author/dan-defrancesco">Dan DeFrancesco</a>, deputy editor and anchor, in New York. <a target="_blank" href="https://www.businessinsider.com/author/lisa-ryan">Lisa Ryan</a>, executive editor, in New York.

The anti-aging trends that are actually worth your time

<ul><li>Half of India’s 100 unicorns could turn profitable by FY27, but around 20% could go under, as per a Redseer report.</li><li>With sizable revenues and good business models, 30 unicorns will be ready to hit the IPO market by FY25.</li><li>Public market investors are wary of unclear business models, offline pivots and vanity valuations of new-age companies. </li></ul><keyword id="3357129" type="General" weightage="20" keywordseo="indian-unicorns" source="Orion">Indian unicorns</keyword> like other startups have been having a bad year since funding winter. Many fired employees and tightened belts, a few like Byju’s and <keyword id="6354720" type="General" weightage="20" keywordseo="ola" source="Orion">Ola</keyword> have seen valuation markdowns. The next three years will be testing times for unicorns, says Redseer, which sees a bleak future for around 20% of India’s unicorns. “They will likely struggle due to regulatory challenges, plummeting demands, and unclear business models. These could pivot to new models, get acquired by other companies or close for good,” said <keyword id="1071660" type="General" weightage="80" keywordseo="rohan-agarwal" source="Orion">Rohan Agarwal</keyword>, partner at Redseer. Redseer, which pegs the number of India’s unicorns at 100, says that half of them could turn profitable by FY27. 30 unicorns to be IPO ready by FY25 Moreover, 30 unicorns are all set to hit the public markets by FY25, ie. next year. These 30 unicorns which cut across sectors like SaaS, B2C product companies, fintechs, media and entertainment and others — have sizable revenues of over ₹500 crore. They have demonstrated sustainable growth growing at a compounded annual growth rate (CAGR) of 25% in the last three years; and more importantly have a defensible business model, the report says. Adding in around 150 of soonicorns, India could have 40 listed or IPO-ready new-age companies, which can grow to 90 by FY28, the report says. The contribution of the tech sector to public market capitalisation in India is only about 1%, while it’s at roughly 25% in the USA. “There’s a large headroom for value creation in the tech space. The scenario looks similar to what was seen during the US tech bubble as tech IPOs grew by three times as much, in the years post the dot-com bubble,” says Agarwal. New-age company bubble In India, the ‘bubble’ of new-age companies burst in December 2022, after many newly listed companies like Zomato, PayTM, Nykaa, CarTrade, Delhivery, PB Fintech saw heavy value destruction, especially in early 2023, as they traded below their IPO price. “Public markets listing, which is considered a litmus test for valuations, has ended up becoming a poisoned chalice for a few,” said <keyword id="2672295" type="General" weightage="80" keywordseo="anas-rahman-junaid" source="Orion">Anas Rahman Junaid</keyword>, MD and chief researcher, Hurun India in early 2023. So much so, a few unicorns like Udaan and PharmEasy went back on their IPO plans last year, and raised private equity funding. But the market’s distrust in new-age company valuations seems to be ebbing. Most of the stocks have recovered in the first quarter of FY24 and a few like PayTM, Zomato and PB Fintech are now trading above their IPO price. Yet, there are a lot of gaps between stock market expectations and Indian new-age companies’ performance. For one, a few online businesses are also going offline – and both these models are different in terms of costs and growth. Startups also tend to take a lot of sharp pivots – like material corporate actions and acquisitions that are not aligned with the vision of the company. Most importantly, investors do not like vanity metrics, showcasing large total addressable market (TAM) while cherry picking niches. Agarwal says that engaging with investors, building trust, providing clarity on business models and key metrics is needed to help investors make informed decisions about their investment in new-age IPOs.

Unicorn health check: 30 will be IPO ready next year but future bleak for 20

<ul><li>If you search ‘number one private tuitions near me,’ you would come across at least 10 ‘number one’ <keyword id="50385" type="General" weightage="20" keywordseo="coaching-classes" source="Orion">coaching classes</keyword> in your locality</li><li>Not only do these institutes claim to be number one, they have also started guaranteeing jobs and offering pedagogy teaching methods or promising 100% results in 10th or 12th grade.</li><li>It is because of this rise in false claims that India’s advertising watchdog, the Advertising Standards Council of India has received more complaints from angry Indian parents and students.</li><li>The education industry is the biggest violator of India’s advertising rules and regulations as it continues to dupe consumers with misleading claims.</li></ul>Every second street corner has an ad for a Number One private tuition. A few others claim to have secured 100% results be it JEE, NEET and other professional exams. These bold statements hit the weakest point of Indian parents who are keen on their children getting into ‘best’ institutes. If not lakhs, most parents shell out tens of thousands to these centres with such baseless claims. <div type="image" title="flying feathers ad" msid="92519069" hostid="261" caption="&amp;lt;p&amp;gt;Facebook&amp;lt;/p&amp;gt;"></div> It’s no surprise that India’s advertising watchdog, the Advertising Standards Council of India received the maximum complaints of misleading ads from educational institutions – both online and offline. During the fiscal year 2021-22, ASCI received a total of 5,532 complaints of misleading advertisements. The education sector leads the list with 33% of the complaints received from enraged parents against <keyword id="1464841" type="General" weightage="20" keywordseo="edtech" source="Orion">edtech</keyword> platforms, private education institutes and coaching classes for making false, misleading and exaggerated claims. “Education is a service that goes across to every citizen of this country and particularly in an area that is of high concern and importance to parents. A lot of private institutes and tuitions cater to local and regional audiences with promising claims like job guarantees,” said Manisha Kapoor, CEO and secretary general of ASCI. ASCI also carefully scrutinises BYJU’s <a href="https://www.businessinsider.in/advertising/brands/news/byjus-white-hat-jr-to-withdraw-its-social-ads-for-making-misleading-claims/articleshow/78916793.cms">White Hat Jr, </a>Unacademy and other edtech platforms. In the past, White Hat Jr had to withdraw a misleading and false advertisement that showcased a <a href="https://www.businessinsider.in/advertising/brands/news/byjus-white-hat-jr-to-withdraw-its-social-ads-for-making-misleading-claims/articleshow/78916793.cms">7-year-old girl</a> as a TEDx speaker and app developer. Apart from being successful institutes, some platforms promise new-age pedagogy teaching with misleading ads. The list included ads making tall and usually unverifiable claims by universities, private tuitions, business schools, pre-schools and local coaching classes. Sharing more about the false claims, Kapoor added, “It also includes misleading claims like being the number one institute without having the correct basis for it, or having certain pedagogy methodology which may not necessarily be proven or promising certain marks or helping students clear certain tests.” <div type="image" title="kid studying" msid="92519207" hostid="261" caption="&amp;lt;p&amp;gt;BCCL&amp;lt;/p&amp;gt;"></div> Swelling ad budgets of edtech platforms Within education, the mushrooming edtech industry, whose market size is currently valued at around <a href="https://economictimes.indiatimes.com/tech/technology/indian-edtech-industrys-market-size-to-reach-30-billion-in-10-years-report/articleshow/82295097.cms">$700-800 million</a>, is a major concern for the advertising watchdog. Earlier this month, EdTech giants Byju’s and Unacamedy were summoned by the consumer affairs ministry over 'extra study pressure' complaints received by <a href="https://www.cnbctv18.com/technology/byju-unacademy-edutech-firms-to-be-summoned-by-consumer-affairs-ministry-over-extra-study-pressure-complaints-13779792.htm">parents</a>. To tackle the number of rising complaints, ASCI is working on a report to crack down on misleading ads in the sector. “EdTech comprises 6% of the total education complaints that we looked at but the impact of edtech is much more because, unlike small fragmented players, edtech players have big budgets and they are present on big [advertising] mediums. We do see a concern with edtech and we are working on an edtech study to understand the themes and harmful claims that are being made,” said Kapoor. The edtech industry is the <a href="https://www.afaqs.com/news/media/fmcg-gaming-edtech-fintech-remain-top-spenders-in-the-first-half-of-2022">third </a>biggest advertiser in India so, it has a wider reach to a large number of consumers in India. The ‘BIG’ IPL spenders During the recently concluded season 15 of the Indian Premier League, which is India’s biggest advertising carnival, education institutes and edtech platforms contributed to 6% of the advertising volumes on television, as per media research firm TAM, making it one of the leading spenders. EdTech players like Think &amp; Learn and EPX Uptech were the biggest spenders on television channels during the last season of IPL. After education, healthcare and personal care were among the top three industries which failed to comply with the advertising rules and regulations, the most.

Parents beware: Coaching classes and edtechs make the most false claims

<ul><li>The partnership is aimed at supporting research on <keyword id="1775718" type="PERSON" weightage="20" keywordseo="gender-representation">gender representation</keyword> in advertisements in India based on evidence and real-time validation.</li><li>The research will ascertain the level of <keyword id="2252563" type="PERSON" weightage="20" keywordseo="gender-stereotyping">gender stereotyping</keyword> found in Indian advertisements and will create a baseline to measure change as well as initiate dialogue with advertising professionals and content creators.</li></ul><keyword id="56000" type="COMPANY" weightage="20" keywordseo="UNICEF">UNICEF</keyword> and India Chapter of International Advertising Association (IAA) have entered into a partnership to support research on gender representation in advertisements in India based on evidence and real-time validation. This is based on the understanding that marketing plays a powerful role in shaping gender roles and perceptions and advertising is an important tool that can influence women and girls’ empowerment. The changing and evolving landscape of advertisements has a huge potential to promote gender equitable practices especially among young people. The partnership with IAA will bring extensive technical expertise and leadership in the area of marketing advertising and media to the on-going research on gender representation and stereotypes in TV and digital advertisements in India, specifically those targeted towards children, adolescents and caregivers. The research will ascertain the level of gender stereotyping found in Indian advertisements and will create a baseline to measure change as well as initiate dialogue with advertising professionals and content creators. UNICEF supports women’s human rights and their empowerment, to create an environment in which gender-equal results can best be achieved for children. IAA will identify the most viewed 1000 TV and Digital advertisements in India in the year 2019, provide technical insights and recommendations to the study, and help disseminate the findings to the advertising industry to advocate for more responsible and gender empowering advertising policies and practices. Dr <keyword id="6262621" type="PERSON" weightage="20" keywordseo="yasmin-ali-haque">Yasmin Ali Haque</keyword>, Representative, UNICEF India said, “Advertising has a massive impact on children. Building evidence and using it to advocate for re-thinking policies and practices is an important element of responsible advertising. We look forward to working with IAA to create an environment where the advertisement industry is truly a partner in empowering girls and women. We are also delighted to be collaborating with UN Women, <keyword id="10091631" type="COMPANY" weightage="20" keywordseo="the-sarojini-naidu-centre">The Sarojini Naidu Centre</keyword> for Women's Studies, Jamia Millia Islamia and Population first for this initiative.” <keyword id="4722871" type="PERSON" weightage="20" keywordseo="megha-tata">Megha Tata</keyword>, President <keyword id="3613618" type="COMPANY" weightage="20" keywordseo="iaa-india-chapter">IAA India Chapter</keyword> said, "What an appropriate announcement to be making on the occasion of the International Day of the Girl Child which was yesterday. The India Chapter of the IAA has always taken the lead in matters concerning gender sensitization. I am glad we are joining hands with UNICEF to support the efforts on empowering girls and women. Ultimately a society and an industry that celebrates and genuinely practices gender parity across the board, is something we should all work towards. I also want to thank Clutter Cutters, BARC and TAM to have supported us in this meaningful initiative."

IAA India and UNICEF come together to promote equal gender representation in advertising

<ul><li>The outbreak of coronavirus has affected our daily routines. To ease our loneliness and boredom, we have turned to our furry companions who emerged as the brightest ray of light in our lives in the past two years.</li><li>As a result, India has seen an increase in pet adoption in the pandemic, with demand for dogs, cats, and other furry friends.</li><li>We speak to leading pet care brands in India to find out how this surge in adoption has translated into increased demand for pet food and care after the pandemic, how brands are increasing their marketing spends to leverage this demand, and a few trends that we can expect to see in the category as we move forward.</li></ul>Working from home has taken a toll on our mental health. Mounting uncertainty, work pressure and the physical stress of sitting in one position for hours has led to changes in our lifestyle and sleep patterns, which has added to the stress. However, for a fortunate few, our four-legged companions have been a bright, silver shining ray of light in our lives. Pets have provided a great source of comfort during these testing times and have rescued us from the uncertainty looming around. They have also helped foster a deeper connection between family members, pushed us to go out on a walk for some fresh air, put a smile on our faces by interrupting Zoom calls, and prepare for the big fight against COVID. As a result, India has seen an increase in pet adoption in the pandemic, with demand for dogs, cats and other furry friends as citizens looked for simple ways to ease loneliness and boredom. As per latest data shared by <a href="https://www.petex.in/petcaremarketinindia.htmlhttps://www.petex.in/petcaremarketinindia.html">Petex</a>, India is the fastest-growing pet care market in the world. After seeing a push due to the pandemic, it is expected to grow at 14% annually to become a $490 million (₹33000 million) market by 2022 and Pet food market alone is projected to cross $310 million (₹20000 million) by 2022. <img src="https://lh4.googleusercontent.com/N2HvTRQt80HNUGaReArilXeGDBPVdb9pi7wWj03ZKho7_PhmrsTxmX96U-fJKnrHyUhScv7GUNErUlnBz93AkSatPXDzC80baT8nsGu97H69SwOfZzZTsPFlhy3ONxn2m5VYribu=s0" /> MARS Petcare currently generates $40 billion in annual sales globally and houses the biggest pet food and care brands like Whiskas, Pedigree, Royal Canin, Pet Partners, to mention a few, and has witnessed an upsurge in new customers after March 2020. In a Euromonitor research report from 2019, it was reported that MARS Petcare maintains its leadership through brand Pedigree in India. Telling us how the market has changed lately, Ganesh Ramani, Managing Director, <keyword id="12204844" type="General" weightage="20" keywordseo="mars-petcare-india" source="Orion">MARS Petcare India</keyword> said, “During the pandemic, the brand saw an upsurge in pet parents entering the category. The demand for pet products towards the end of the year was much more than what the normal used to be during pre-COVID. The fact that pet parents have spent a lot more time with their pets during the lockdown and work from home phases, it led to parents indulging into a lot of products. Additionally, a lot more people, especially those who live alone, have adopted pets over the last few months. The brand has also encouraged the adoption of pets via various campaigns and activities under the Pedigree and Whiskas brands.” Petcare brand Supertails, which caters to all pet care needs, saw an increase in demand for vet consultations. It is doing more than 2000 consultations every month. Varun Sadana, Co-founder of Supertails, shared, “During the pandemic, people faced anxiety, depression, mental health issues and that was the period when pets played a crucial role in their life to get over the struggle. The pet adoption rate is above 10% with the GenZ contributing to the new pet parents population. At an overall level, the market has increased more than 20% CAGR in the last 2 years of the pandemic. Some brands like Purina have talked about 80%+ growth in the last year itself. Also, considering a large set of new pet parents are GenZ, there is a want of so much information and curiosity of being updated in pet parents. This is the first generation which is looking at pet parenthood rather than pet ownership. We expect the dog adoption rate to increase upwards of 15%.” Heads Up For Tails has witnessed a surge in demand for pet food and pet care products like grooming products, toys, walk accessories. Egro, it has been focusing on casting a wider net to attract more consumers. Rashi Sanon, Founder, Heads Up For Tails said, “We do have several new products planned to cater to customer demand. That being said, we also hope to expand our customer reach through new stores. Currently, we have 41 stores across the country, we have 8 more in the pipeline so we can connect with more pets and their families. Additionally, we’re focusing on building relevant content and an engaged community of pet people. We’re also keen on continuing product innovation alongside online growth and retail expansion.” To leverage this demand, pet care brands are leaving no stone unturned to reach out to pet parents through engaging content. They have increased their focus on e-commerce channels to expand their digital ‘paw-print’ and are spending more on digital media and TV to connect with paw-some parents. According to exclusive data shared by TAM AdEx with Ad and Media Insider, the animal feed category, which includes all kinds of animal food, saw an uptick in TV and digital spends. During July to September 2021, TV dominated the animal feed category in terms of ad insertions followed by digital and print. <div type="image" title="tam - animal care" msid="86617236" hostid="261"></div> TAM’s report further revealed that Pet Essentials, Mars International India and Hills Pet Nutrition were among the top three advertisers on digital media during April to June quarter of 2020 and 2021. Mars International also had a 29% share in print ads and 10% on TV from the overall animal feed sector in 2021. <div type="image" title="mars - ad share" msid="86617254" hostid="261"></div> Trends in Pet Care Category Pet care brands told us that pet parents are now asking and Googling for the right food and nutrition and parenting techniques and doing a lot for their pet’s overall wellness. “Pet parents are being more mindful of the kind of products they’re using for their pets. They’re asking more questions and learning more about the specific products and lifestyles their pets need. They’re certainly opting for products with more organic ingredients, products that are being made sustainably and so on,” said Sanon. Wiggles.in's Founder and CEO, Anushka Iyer, told us that pet parents are also looking for plant-based options now. "Wiggles.in predicts an upward surge in CBD-based products such as Pain Relief Therapy Oils and CBD infused treats to tackle pain management in senior pets since the global CBD pet products market is anticipated to witness a CAGR of 41.3% during the forecast period from 2021 to 2026. Immunity-boosting probiotic, gut-healthy strips that dissolve in the pet’s mouth are trending and disrupting the traditional pill-administering format, confirm veterinarians. Pet grooming products that include probiotics are evolving into an upcoming segment. Since 20% of the population is vegetarian in India, pet parents are insisting on vegan or plant-based pet food for their pets. Mental health in pets is gaining prominence, hence anxiety training in pets especially curated for anxious pets is leading. Pet insurance and cashless hospitalization, when it comes to injuries or accidents in pets, is a new category that prominent finance houses are delving into," said Iyer. As per Ramani, a lot of metro pet parents have moved to their native cities taking their pet along or adopting a pet in their hometown, which contributes to the rest of urban and smaller towns growing faster. This has pushed pet care brands to focus more on strengthening their presence across the country through e-commerce channels. “As a part of the changing buying behaviors observed during the pandemic, the brand also started distributing their products through grocery marketplaces like Amazon, Dunzo, Big Basket and Petshop online portals. While e-commerce continues to be a critical channel for the brand to bridge the distribution gap, Whiskas is also slowly expanding to new cities and markets across the country,” said he. Listing a few other trends that he is expecting to see in the pet care category in near future, Ramani added, “1. Increase in ownership of cats, adoption of street cats &amp; purchase of breed cats, 2. Increase in spends on MPF and additional discretionary spends on treats, 3. Significant increase in cat-friendly spaces, spa’s and other grooming products, and 4. Increase in activists supporting stray cats in terms of feeding, vaccinations, care, etc. Pet care brands also changed their marketing strategy to connect with consumers. Some people have reservations about adopting cats due to negative associations or superstitions, especially when it comes to caring and nurturing felines. Whiskas’ launched a new campaign that aimed at educating cat parents to reinforce how cats are cute and curious, not with any of the vile, stereotypical and unfavorable qualities associated with them. Supertails, on the other hand, is now preparing for a campaign for world rabies day, considering India is the largest country affected by rabies. As these newly-adopted pet babies during the pandemic grow bigger, their food requirements will also increase. Experts are, therefore, hoping to see a prolonged demand for pet adoption, food, care and nutrition and are looking at using the right marketing tools to further encourage pet adoption and the right amount of care.

As more people adopt furry companions in India, pet care brands are upping their marketing game and expanding their e-commerce presence to connect with consumers

<ul><li>Known for wearing his heart on his sleeves, Virat Kohli is always batting for sixes when it comes to marketing and brand endorsements.</li><li>As per Duff &amp; Phelps, a Kroll business, his brand value also remained steady at $237.7 million in 2020.</li><li>With the ongoing Indian Premier League, we talk to experts to find out what makes Royal Challenger Bangalore’s Captain Virat Kohli Indian brands favourite endorser.</li></ul>Virat Kohli, the flamboyant Indian skipper who enjoys a massive fan base across the globe, has not only emerged as one of the most gifted cricketers on the field, he is also India’s favourite brand endorser off the field. Known as the ‘run and the record machine,’ Kohli retained his top position for the fourth time in a row in Duff &amp; Phelps’ ranking with a brand value of $237.7 million in 2020. In the brandverse, he has beaten the Khans and left the whole Bollywood far behind in the last four years. He is the only sports celebrity on the top 10 list this year. <img src="https://lh4.googleusercontent.com/0XHpgycdOx-l_A0P-UY4vcH29jpS9mVVwMJxbOxV9Wf2kkywNLP7ew8nO3OdtdM2orXnv34amhmJSEpmdi9tW190yGYUpH4hWUielIFZN_KMs4wrh7deNkssZScnlXP2lLphjwgK" /> Even during IPL commercial breaks, he is one of the most visible faces on television with more than 17 brands in his kitty. As per IPLomania, a syndicated study from Hansa Research, Kohli is one of the most highly-rated players in the IPL. His popularity across performance parameters, as well as image attributes, have already surpassed those of Dhoni who has unequivocally been the biggest star in the IPL over the years. India is a country that worships cricket. IPL brings a great opportunity for brands to connect with their consumers and it is during this extravaganza that celebrity endorsements see a spike on television. According to TAM Sports-IPL 13 Advertising Report, the total number of celebrities seen in ads during the IPL went up by 92% for the first four live matches, as compared to the 2019 edition. The demand for cricket celebrities is also increasing over the years. The report further stated that IPL 2020 witnessed 18 sports celebrities in ad films during the first four matches. In 2019, only four sports stars were seen during the same duration. Kohli was the second most visible celebrity during IPL season 13, contributing 16% to the ad volume. As per media reports, Kohli is also the highest-paid athlete and apart from cricket, he earns a majority of his net worth from brand endorsements. Duff &amp; Phelps and Hansa Research told us that Kohli is expected to earn around Rs 10-12 crore or $20 million per endorsement on an average. So, what makes Kohli so popular? N. Chandramouli, CEO, TRA Research said, “Virat Kohli has established his credentials with panache in his earlier cricketing innings and the seeds of his popularity lies in that. His records in today’s day of fast cricket are quite commendable too. Though he has among the lowest percentage wins as Captain of any league team, his personal performance has been extremely good and makes him desirable as a brand ambassador. The value of Virat is linked to RCB victories, but a cricket celebrity is no longer just limited to the game, and his versatility has been useful for him. While Virat has a few more cricketing years left, other talents like Devdutt Padikaal are emerging, and as we know NILF (Nothing In Life is Free), so as long as Virat continues to score in the game, he will score with the brands and fans.” “He has emerged as the primary choice of product brands to engage and attract consumers. Not only has Kohli amazed the audience with his professional laureates, his personal life has also always been in limelight. Be it his strict fitness regimen or his ‘family man’ image, many product brands have associated with Kohli to capitalize on the perception he has created over the years. Even though he may not perform at the top on the cricket field at times, he is still the most loved celebrity in the brand verse owing to the additional qualities and quirks he brings to the table, which resonates well with the product’s brand image,” said Aviral Jain, Managing Director, Duff &amp; Phelps. Kohli represents brands across categories, as mentioned below in Duff &amp; Phelps 2020 report. Some notable endorsements signed by Virat Kohli include Great Learning, iQOO, Iqoo Smartphones, Lafarge, Max Life Insurance and Vizecare. Additionally, he has been endorsing brands like Colgate, Google, Hero, Puma, Vicks, etc. <img src="https://lh3.googleusercontent.com/C39hagUJT29-JtO2JgWdQeXH5BGS_7ahGjDB3kOE3jcsBwzL6uKJFzD9cEfZGdDC4wgg97FfN1XIJYh7eXlvZp-ptyM8YubrzH6bwR7pOF1YqWWA5I-c2N7dVU7oP40JNd9bMb7X" /> He was also recently appointed as the brand ambassador by IPL’s title sponsor Vivo. Telling us what inspired the brand to choose Kohli amongst other IPL team captains, Nipun Marya, Director - Brand Strategy, vivo India said, “Cricket in India is not just a sport. It is an emotion that binds the nation together. Virat Kohli steers this passion for the sport well through his commitment and winning mentality. When it comes to making the real difference in a Cricket match, Virat is the undisputed king. His strong character on the field and captivating charm make him bring joy to millions of cricket fans worldwide, making Virat a perfect choice for vivo. The idea behind associating with a sports youth icon like Virat is to better connect with our consumers. With Virat Kohli's association, we aim to reach the millennials and technologically driven consumers, the key audience for us." Brand Endorser, another syndicated study by Hansa Research, validates Kohli’s celebrity status. A comparison of ‘Celebrity Scores’ across various parameters – Recognisability, Personality, Persuasiveness, and Likeability – puts Kohli in the same bracket as Amitabh Bachchan, Shahrukh Khan, Shahrukh Khan, and Mahendra Singh Dhoni, some of India’s most bankable celebrity endorsers. Comparing Kohli with other cricketers, V. Sudarshan, – CMO and SVP, Hansa Research said, “Virat Kohli is one of the most expressive cricketers, be on the ground or during interviews. Tendulkar was a Cricketing God for a nation that had hardly seen any sporting personalities as heroes that had a global reverence. Dhoni was a small town railway employee asserting himself by winning the world cup. Virat did neither, but has managed to become a modern role model for a new India that is unapologetically assertive and fiercely independent. In terms of performance on the field, both Tendulkar and Dhoni were superlative in their own right. This was a vital factor in their stardom and the resulting marketability. Virat has not only matched it but, arguably, gone even further in dominance. He could be one of the first batsmen to be a genuine master across all formats – Tests, ODIs, &amp; T20s. Virat’s consistency in performance, and resonance with the youth could be seen as the key ingredients that make him such a sought after sports celebrity in India.” Sudarshan also told us that Kohli earns massive amounts of money via endorsements of brands like Puma, Audi, MRF, Colgate-Palmolive, Tissot and has done shoots for many personal care companies as well. MRF signed Kohli in 2015 for a three-year period, where he reportedly received ₹8 Crore per year. <cmsannotation type="cmsannotation" annotationid="Kohli’s charm on social media" text="Kohli’s charm on social media">Kohli’s charm on social media</cmsannotation> Kohli’s social media following also increased by 46.3% from 112.8 million in 2019 to 165.0 million in 2020, revealed Duff &amp; Phelps. He has been engaging with his fans frequently through live sessions, posts, reels, etc. Here’s how his Social Media following has grown across Facebook, Twitter and Instagram over the last 3 years. <img src="https://lh3.googleusercontent.com/Okke7STVQv1e8_zJxXqQP2Fx5CjGtt_gLTaAPQz3lJ5_iA-bOfL3JFrdbNuo5l8AwT-3-SNsCTyP12uXQYa5rxgQQLwGKhfVbelIgaJ3R6pFTrCsg06UH2ERBP_kWSFKqitW3wkP" /> “This massive social media following adds to the potential consumer base for the associated brands, especially during the lockdown when most of the brands had little to no access to the traditional channels of advertisement. As per data from Hyper Auditor, his quality audience has increased by 66.6 percent from 41.9 Mn in 2019 to 69.8 Mn in 2020. Moreover, Kohli has been engaging with his fans frequently through live sessions, posts, reels, etc. His engagement per post also increased from 2.2 percent in 2019 to 2.8 percent in 2020,” said Jain. <cmsannotation type="cmsannotation" annotationid="Will RCB’s performance impact Kohli’s brand image?" text="Will RCB’s performance impact Kohli’s brand image?">Will RCB’s performance impact Kohli’s brand image?</cmsannotation> Kohli’s IPL team, RCB’s brand value declined by 9.9% in 2020. Considering that brands chase numbers and eyeballs, will this decline in the team's value impact Kohli’s net worth this year? Jain explained, “RCB’s value decreased largely due to the impact of pandemic last year. While RCB’s value declined last year, its value may have been further impacted had RCB not leveraged heavily on Brand Kohli. A large portion of RCB’s ability to generate sponsor interests (even after below average on-field performances) is due to their association with Virat Kohli. Virat has been signed as brand ambassador of many brands since cricket has mass appeal, and fans worship him for his expertise, consistent performance and excellence in all three formats of cricket. However, his following is dependent on a lot of factors besides his professional excellence. Thus, while we agree that brands chase numbers, Virat’s brand value may not be materially impacted by the decrease in RCB’s value. Kohli’s brand image, relatability and followership continue to remain strong and we expect the same trend going forward.” Sudarshan also said that Virat Kohli’s popularity is not dependent on RCB. In fact, it’s the other way around. “RCB has been able to sustain its popularity (despite an indifferent IPL performance) because of Virat Kohli. Players like Virat Kohli and Dhoni are not dependent on the IPL to enhance their earning potential. Rather, it is the IPL that becomes a more marketable property for brand, because of the presence of such players in the league,” he added. While only time will tell whether Kohli’s RCB will bring back home ‘team of the year’ title, he will continue to be the favourite celebrity in the brandverse.

What makes Virat Kohli the most loved brand ambassador during IPL

<ul><li>Duff &amp; Phelps’ latest report reveals that Virat Kohli continues to be the most preferred celebrity as his brand value rose by 39% to $237.5 million in 2019. Akshay Kumar jumps to second position with a brand value of $104.5 million. </li><li>The report titled ‘New is Gold’ brings forth how the advent of digital media and OTT platforms have paved a way for new faces and relaunched old faces such as Emraan Khan, Saif Ali Khan and Nawazuddin Siddiqui. </li><li>It further discusses how regional industries created ripples nationally and globally with OTT proving regional content is no longer a desired state, but a prerequisite for today’s consumer. </li></ul>Duff &amp; Phelps, the global advisor, released key findings from the fifth edition of its Celebrity Brand Valuation Study 2019: New is Gold. The study provides a ranking of India’s most powerful celebrity brands based on brand values derived from their endorsement contracts. <img src="https://lh6.googleusercontent.com/hJS7U6I8oI2hSFzAQzNP0o5UwAcMZn_4OsaJsrirCAOesdEs_uhwoSvQq2oyYmPrOMuAjlAZ91E2L6ZDuz_kEc2_YouDvKS8FkEhWNogXSf5L6Ya-5_ZsSeD68tvGEfmVJ5FlTAR" /> “This year we saw the new generation celebrities make it to the top 20. Apart from the celebrities who were featured in last year’s study, this year, we have Ayushmann Khurrana (rank 10), Tiger Shroff (rank 17) and Rohit Sharma (rank 20) with a cumulative brand value of USD 87.5 million,” said Aviral Jain, Managing Director, Duff &amp; Phelps. “The industry saw a wave of new faces and concepts with the effective usage of digital media to capitalize on millennials and Gen Z. Even though brands changed their approach of sticking to established actors by roping in new faces, overall the industry managed to stay on course with the perfect blend of traditional and new. The new pedigree of stars also ventured into investments by emerging as ‘starvestors’ (star investors), thus infusing capital in brands that resonated with their values,” Jain added. Commenting on the changing nature of the endorsement market in India, Varun Gupta, Managing Director and Asia Pacific Leader for Valuation Services, Duff &amp; Phelps said, “This is the dawn of a new era for the media and entertainment sector. The industry has seen experimentation, be it celebrities moving from traditional mainstream endorsements towards investments in brands, the rise of digital format advertising campaigns, or the onset of over-the-top (OTT) stars who are breaking new ground in endorsements. Brands and celebrities have parallelly adopted the path of conscious advertising and filmmaking by choosing uplifting topics and making the narrative less window dressed, an important facet for today’s Gen Y and Gen Z.” Old is Gold to New is Gold Study shows how with a fresh coterie of millennial and Gen Z celebrities bagging major banner films and endorsements, it’s clearly time to change the ‘Old is Gold’ adage to ‘New is Gold.’ In the age of social media, Millennial and Gen Z actors have an inherent advantage and are considered to have a relatively higher social media quotient. Bobbi Brown Cosmetics, a leading global makeup brand, hired Tara Sutaria as its first Indian celebrity brand ambassador. Reliance Retail and Reliance Trends also signed on national award winner Vicky Kaushal along with the upcoming Janhvi Kapoor as their brand ambassadors having an extensive youth following. The study also suggests that Kriti Sanon, Disha Patani, and Tiger Shroff are the upcoming big celebrities in the advertising and marketing realm. <img src="https://lh5.googleusercontent.com/5GoxCgfcfzI0az-khdLmqmx9MEF8CslEEp6rFVdkkwKCZQ9GN1N0a8xdMS7p4O95TZ-EF5xIlbpxmNuv4ES-3vq32B5OfM6gy-BPsMyYPXAIDf2_NjOukgN5g4fWzFmH-afJ59ZX" /> OTT: A Place For Old and New Actors OTT players have helped many stars relaunch themselves. Actors like Bhumi Pednekar, Manoj Bajpayee, Nawazuddin Siddiqui, Saif Ali Khan and Vicky Kaushal have given some noteworthy performances on the digital platform. The growing popularity of the digital platform can be gauged from the fact that not only actors, but also notable directors like Anurag Kashyap, Karan Johar and Zoya Akhtar, are creating content frequently, exclusively for GenOTT. <img src="https://lh4.googleusercontent.com/i0g6UmPlyWC7P1brkt1z9fguWNrPnIK4_oqdqEAjN0JY48bSfhppAKYCub740qcwU9yjUNUQftjw-zKmBnnrnr9XwZmZyP4t0L2DI1Cp6esNE0BeUfBhvbVTNyXjPOjT_csunIHH" /> Celebrity Endorsements: Top Brand Categories According to a 2019 report on celebrity endorsements issued by TAM Media Research, more than 50% of the ads endorsed by celebrities were dominated by three sectors: Personal Care/ Personal Hygiene, Food and Beverages (F&amp;B), and Haircare, as shown in the following chart. <img src="https://lh4.googleusercontent.com/WjuNpfoF1obBoT1Q-1hgp-CzS5wpObmBXwDv0k_I_FfCwClC23WGVPLw6xiYCMmatIiQy2XeM1Mx5WPV7vCKusHjbcKiTn2u5wmCAvipQOecWWYs6QXM0waemOi_DRaGl2sC30On" /> Further, the study focuses on the rising trend of OTT since the upgrade of India's digital demography. Regional industries created ripples nationally and globally with OTT proving regional content is no longer a desired state, but a prerequisite for today’s consumer. Other Key findings from the report: <ul><li>Virat Kohli retains the top position for the third consecutive year. His brand value rose by 39% to USD 237.5 million (mn) in 2019. </li><li>Akshay Kumar jumps to second position with brand value of USD 104.5 mn (a jump of 55.3%). </li><li>The dynamic power couple, Ranveer and Deepika, claim the third spot with a brand value of USD 93.5 mn each. Deepika retains her most valuable female celebrity status for the second consecutive year whereas Ranveer moves up a spot, to now occupy the same position as Deepika Padukone. </li><li>Total value of the top 20 celebrity brands stands at USD 1.1 billion, with the top 10 contributing about 75% of the total value. </li></ul>

Virat Kohli continues to be the most valuable celebrity with a brand value of $237.5 Million: Duff & Phelps Study

<ul class="summary-list"><li>The COVID-19 pandemic has cost at least 47 million Americans their jobs, made it difficult for 2020 college graduates to find <keyword id="6355058" type="UNKNOWN" weightage="60" keywordseo="work">work</keyword>, and revealed that employees with full-time jobs have serious plans to exit their roles soon.</li><li>Full-time employees are seeking new jobs that offer better benefits and job security.</li><li>Here are seven tips from experts on why it may be a good idea to switch <keyword id="6354910" type="UNKNOWN" weightage="60" keywordseo="careers">careers</keyword> during a pandemic.</li></ul>In 2019, I wrote about the <a href="https://www.businessinsider.com/why-change-jobs-2019-5">value of changing jobs</a> even if you don't want to or feel as if it's the "right" time to start a job hunt.There is no way I could have predicted the worldwide impact of the COVID-19 pandemic on the 2020 workforce. More than <a href="https://www.businessinsider.com/us-weekly-jobless-claims-filings-unemployment-insurance-coronavirus-recession-economy-2020-6">47 million Americans have filed for unemployment since March</a>. Recent college graduates are <a href="https://www.businessinsider.com/coronavirus-internships-cancelled-college-student-job-2020-3">struggling to find full-time work</a> — or even to land an internship.Employees who still have full-time jobs also have serious plans to exit their roles. Quinyx, a leading workforce-management platform headquartered in Boston, recently released a study called <a href="https://www.quinyx.com/hubfs/Assets/Deskless%20Worforce/State%20of%20the%20Deskless%20Workforce%20%20-%20USA.pdf?hsLang=en&amp;utm_campaign=US-2020-Q2-Deskless-workforce-report&amp;utm_source=presrce=pres">The State of the Deskless Workforce</a>.The study, conducted in April, found that 18% of deskless workers — in fields like retail or healthcare — said they planned to leave for better benefits and new opportunities.As daunting as it may be to look for a new job during a global crisis, there are still opportunities to be found for job hunters. Here are seven reasons to consider changing jobs amid COVID-19.<h2>You're ready to get explicitly curious about your purpose</h2>Mory Fontanez, a purpose coach and CEO of <a href="https://822group.com/">822 Group</a>, believes that times of transition are particularly beneficial for corporate employees. It's an invitation to get curious about yourself and reflect on what is — and isn't — in alignment for your career."Crisis is an opportunity," Fontanez told Business Insider. "It asks us to pause and look deeply and honestly at all the things we have been doing day in and day out without really thinking about whether those things fulfilled us, played on our strengths, or aligned with our own purpose."Being pushed into finding a new career or job is actually empowering. It allows workers to get curious about who they are and how they can do work that aligns with their purpose.How do you get started? First, Fontanez says to look back at your career. Seek out every moment that brought you joy. These may be projects or even one-off interactions in which you were filled with joy focusing on this work."This is where the saying 'Do what you love and success will come' comes from," Fontanez said.Then make a list of those joyous moments. Try to think about whether these instances also allowed you to practice a skill set or an innate talent. If the answer is yes, Fontanez says, you have all the clues you need right in front of you."Look for opportunities that match these recollections of joyful experiences that allowed your talents to shine through effortlessly," Fontanez said. "Once you have this clarity, write it out. 'My purpose is to do X.'"This will allow you to lead with your purpose during the <keyword id="60908" type="PERSON" weightage="60" keywordseo="job-search">job search</keyword> and interview process."Own what you're good at!" Fontanez said. "Own the fact that you are looking for something new because you want to enjoy what you do and feel a sense of purpose when you show up at you job every day."This is also a win for human-resources professionals reviewing your job-application materials."It's refreshing for would-be employers to hear someone have this confidence and sense of purpose," Fontanez said. "It tells them you are thoughtful, passionate, and motivated to be purposeful in all that you do."<h2>Taking online classes gives you a chance to build transferable skills</h2>Did you enroll in a free online course during quarantine, like Yale University's <a href="https://www.coursera.org/learn/the-science-of-well-being">The Science of Well-Being</a>? Great! You're on the right track for reflecting on your career progression and even considering new directions you might pivot into moving forward.Janelle Bieler is the senior vice president at <a href="https://www.adeccousa.com/">Adecco USA</a>, which provides workforce solutions for employers. Bieler says social-distancing measures have given job candidates a great opportunity to use their downtime to take online classes to learn new technology or brush up on existing skills."As more employers are looking for transferable skills that can be applied to the position at hand, candidates are afforded more liberties in applying for roles and industries that pique their interest, rather than those that solely align with their past experience." Bieler said.<h2>People want to connect and network with you</h2><a href="https://www.wesleyan.edu/careercenter/advisors.html">Sharon Belden Castonguay</a> is the executive director of Wesleyan University's Gordon Career Center. She has noticed most job hunters do not find new positions simply by uploading their résumés to job boards alongside thousands of others. The smart move to make is connecting with people in their field and organizations of interest.The most powerful aspects of our networks, according to Castonguay, are what many may refer to as "weak ties." These include friends of friends, colleagues of former coworkers, and members of college alumni networks.<div type="image" title="2016 10 19T120000Z_31163539_S1BEUHXHGGAA_RTRMADP_3_CZECH USA CYBERCRIME LINKEDIN.JPG" height="2334" width="3111" msid="76712469" hostid="261"></div>After several months of isolation in quarantine and lockdown, these people are eager to assist job seekers in need of help."Now is a great time to reach out to people, check in on them, and see if they have referrals for you," Castonguay told Business Insider. "They want to connect, and connecting with people is how you find a new job."<h2>Job opportunities are rising — and they're looking for flexible applicants</h2>Debora Roland, the vice president of human resources at <a href="https://www.careerarc.com/">CareerArc</a>, has had several candidates ask if they should try to apply for jobs — or if it's even worth the attempt in a COVID-19 climate.Roland's answer is yes."Interviews are still happening, and so is hiring," Roland told Business Insider. "There are more and more companies that are going to be in need of people. Job seekers should still be on the lookout and will need to be more flexible about what their new role will look like."Roland adds that while jobs have been lost in some areas, opportunities are rising in other industries. Think technology, digital entertainment, online learning, essential services, and healthcare. These industries are all hiring and actively seeking candidates."Be open to new industries and opportunities," Roland said. "Do your research to explore how your background can add value. This is an opportunity for candidates to grow in their careers and add new skill sets and knowledge to their current backgrounds."<h2>You can team up with a job buddy to help hold you accountable</h2>Chandra Turner, the founder of <a href="https://ed2010.com/">Ed2010</a>, provides insider <keyword id="32080" type="PERSON" weightage="60" keywordseo="Career-Advice">career advice</keyword>, one-on-one coaching, and job postings for people interested in pursuing their dream jobs in media. Recently, Turner shared advice on what content creators and editors should do next while waiting for job listings to return.Turner skipped traditional tips — like revamping your résumé — in favor of less obvious strategies that make a bigger impact for those on the job hunt. One of her top recommendations is to <a href="https://ed2010.com/generic/unsolicited-advice/5-things-to-do-while-youre-waiting-for-the-jobs-to-come-back/">get a job buddy</a>.Searching for a new job is a full-time job, regardless of the economic climate. You'll need a job buddy to help support you. If you feel as if you might lose momentum or decide to stay with your current employer for the time being, that buddy will keep you motivated and encouraged to stay the course."Team up with a friend who is also looking and keep each other accountable," Turner said. "Make a time to check in with each other once a week to check in on what you said you'd do. Share your successes with each other. It'll make you feel less alone and keep you going."<h2>The comfort of home is the perfect space to conduct a job hunt</h2>Working from home? The tech career coach, <a href="https://bessytam.com/">Bessy Tam</a> says to seize the opportunity to make the job hunt, and interview process, much more comfortable at home.Networking? It's much easier to get on the phone and chat with a connection at home than to try to sneak out from the traditional office for a call together.<div type="image" title="Video call" height="1665" width="2220" msid="76712471" hostid="261"></div>Landed an interview? In the "before times," candidates had to burn rubber home on their commute to take the meeting or fake an early-out excuse from the office. Neither needs to happen now that you're working from home."Companies are spreading out interviews throughout the week and holding interviews through video platforms, like Zoom and Google Hangout," Tam said. "This holds a great opportunity to be more prepared, comfortable, and personable during interviews."<h2>It's time to do what makes you happy</h2>This was the final point I made in my original 2019 article. It still holds true in 2020, and the original quotes from the career coach <a href="http://www.livelifepurpose.com/">Gracie Miller</a> are worth repeating.For over six years, Miller has helped people change jobs — even if they weren't sure they were ready for the change. Miller finds that her clients do somewhat like their jobs but feel as if something is missing.What these clients realize is that they wish they had found careers that paid their bills and lit them up inside sooner. It's not always about wanting to change jobs for the sake of changing jobs — it's the uncertainty that something better exists or that it does exist but you may not get it."It's worth the risk to go for long-term happiness," Miller said. "You have to act on the fact that deep down you know you could be more fulfilled."The trick is to do self-discovery and research. Rather than look at the same terms in your current role, seek out fields of interest to find careers that might be a better fit."You will be happier for it, and your family, friends, and coworkers will be happier to be around you," she said.

7 reasons that it's time to change jobs during the coronavirus pandemic

<ul><li>The Advertising Standard Council of India has released a new set of guidelines for <keyword id="10879114" type="General" weightage="20" keywordseo="non-fungible-tokens" source="Orion">Non-Fungible Tokens</keyword> and <keyword id="6357017" type="General" weightage="20" keywordseo="cryptocurrency" source="Orion">Cryptocurrency</keyword>, effective from April 2022.</li><li>After November 2021, all major <keyword id="2721952" type="General" weightage="100" keywordseo="crypto" source="Orion">crypto</keyword> exchanges had to put a pause on their marketing and advertising activities as PM Narendra Modi had announced in a Parliament meeting that attempts to mislead the youth through over-promising and non-transparent advertising need to be stopped.</li><li>After a long hiatus, now that there will be more clarity and standardization in crypto advertisements with <keyword id="169284" type="General" weightage="20" keywordseo="asci" source="Orion">ASCI</keyword>’s guidelines, their ad expenditure is likely to return on digital and traditional mediums.</li><li>We reached out to experts to discuss how players in the segment can navigate these challenges and woo consumers without violating regulations.</li></ul>The latest trend flooding the internet is Non-fungible Tokens. From Indian celebrities like Deepika Padukone, Amitabh Bachchan, Sonu Nigam, Nucleya, Yuvraj Singh to brands such as Yum!, Rage Coffee, MG Motors India -- have announced their foray into the <keyword id="4668945" type="General" weightage="20" keywordseo="nft" source="Orion">NFT</keyword> world. A recent report by Deloitte predicts that India will be quick to catch on to the global NFT revolution with favourable regulations. In fact, it says that NFTs for sports media will generate more than US$2 billion in transactions in 2022, about double the figure for 2021. Another report from market research firm Finder said that Asian countries are outpacing the rest of the globe in terms of crypto adoption. The Asian country with the highest percentage of crypto ownership was Vietnam at 40% followed by Indonesia, India, Malaysia, and the Philippines, respectively. However, since November 2021, all major crypto exchanges in India had put a pause on their marketing and advertising activities after PM Narendra Modi had announced in a Parliament meeting that ‘attempts to mislead the youth through over-promising and non-transparent advertising should be stopped.’ Since then, the crypto exchanges have refrained from launching fresh advertisements on print, television and radio. Now, the <a href="https://www.businessinsider.in/advertising/ad-tech/news/asci-frames-guidelines-for-advertising-and-promotion-of-crypto-and-nft-products/articleshow/89764550.cms">Advertising Standards Council of India</a> has released a new set of guidelines for NFT products and crypto exchanges. Under the new standards, all Virtual Digital Assets and services will be required to carry prominent disclaimers. <div type="Article" hostid="261" msid="89764550" title="ASCI frames guidelines for advertising and promotion of NFT products" mstype="2" mssubtype="0"></div> Experts welcome new ASCI guidelines; call it a step in the right direction Crypto platforms, after a long hiatus from marketing, are up for the challenge and are excited to be resuming their marketing activities before the Indian Premier League. Welcoming the new guidelines, Ashish Singhal, Founder and CEO, CoinSwitch said, "The ASCI guidelines are a step in the right direction to standardize advertisements within the VDA space. The VDA industry is supportive of all efforts towards investor protection, however, there are nuances that need to be addressed as the space is ever-evolving. We will continue to work together with ASCI and other stakeholders to refine them further.” Manasa Rajan, Business Head at Jupiter Meta also said that the new guidelines will improve accountability. She said, “This move is welcome and will offer further legitimacy to this space and create more accountability from the marketers, which is a positive direction for a nascent category with a customer-centric approach. While cryptos are seen as purely investment or trading opportunities, where the ultimate goal is profit., NFTs have a value proposition that is far more versatile than just speculative worth. It is more about changing the way we consume content, engage with art &amp; artists and immerse ourselves in popular culture. So, NFTs’ value cannot be seen from a trader’s lens alone. The experience of involvement, decision making, ownership &amp; utility have emotions attached to it, just like art, gold or even high-end brand purchases. Hence, a regulatory framework should be more inclusive in approach for a nascent category, where the inherent value of these NFTs is still being discovered.” The regulations come almost a month after Finance Minister Nirmala Sitharaman announced plans to tax crypto investments by 30% during India’s Union Budget. While most <keyword id="12386484" type="General" weightage="20" keywordseo="crypto-ads" source="Orion">crypto ads</keyword> did come with disclaimers, they were easy to miss as they appeared at the bottom of the screen or flew by in a few seconds at the end of it. As per the new guidelines, the voiceover will be required to be at a normal speaking pace so that the consumer can’t miss it. In the case of a long-format video of over two minutes, the disclaimer will be required to be repeated at the beginning and at the end of the video and stay on screen for a minimum of five seconds. No crypto advertisement can now contain statements that promise or guarantee future increase in profits either. Overall, the current guidelines indicate that ads cannot mislead, misguide, give false information, or exploit a consumer’s lack of expertise on a subject. Whether it was CoinSwitch’s maiden B2C advertisement with Ranveer Singh or Ayushmann Khurrana’s campaign with CoinDCX, advertisements last year showed how investing in crypto is the future and it is very easy and simple to invest in. All of these ads painted a rosy picture that highlighted the highs and downplayed the volatility and risk of the assets. Therefore, ASCI is now restricting VDA products from claiming that their assets are so easy that consumers do not have to think twice about investing. It is also barring the use of the words ‘currency, securities, custodian and depositories’ in crypto-related ads. The task now for these crypto players is to win the confidence of people, raise awareness and educate, while convincing them that it is safe to invest in crypto. On top of these regulations and lack of trust in the market, crypto exchanges will be competing with the government’s own digital currency. Rikki Agarwal, Co-Founder &amp; COO from Blink said, “Last year, we saw an uptick in the crypto ad spends during the festive season and during important cricket matches. The new guidelines by ASCI will certainly have an impact on the brand spends, especially during the upcoming IPL tournament. The associations with Influencers and celebrities will also witness a radical shift. The move will definitely help in education and creating awareness amongst the consumers but it is too early to comment on the impact on the brands. Currently, India is the second-largest market in cryptocurrency adoption and the culture seems to be growing rapidly. With the adoption increasing among young men and women, private players such as CoinSwitch Kuber, CoinDCX and WazirX had plans to increase their ad spendings to compete with the possible launch of the government's digital currency. With the move from ASCI, the brands will definitely have to relook at their strategy and plan their ad spends. Brands will also have to consider spending on other platforms and mediums to interact with the consumers and will open up new avenues for growth.” Crypto platforms will also have to relook at the duration of their ads because it might get difficult for the audience to understand crypto in 10-15 seconds; it could send the wrong message across and mislead consumers. Navigating the challenges of advertising in the NFT, Crypto landscape While there are a lot of grays in crypto ads and ASCI guidelines will certainly bring transparency, will it restrict creative freedom? Vijay Pravin, Founder &amp; CEO of bitsCrunch, does not think it will. “With the new tax rules and now ASCI’s regulations, I don’t think it will be challenging for digital products to be creative. In fact, this will bring out more creativity among the Web-3 people. When people came out with the concept of Cryptocurrency, it was laughed at, since it was new and seemed confusing. Likewise, the laws and regulations for cryptos will take time to be able to cover all bases. With web-3, we are enabling an additional asset class for the future. For sure, in the years to come, we are going to witness a quirkier side of NFT and crypto projects than now. Regulations or laws keep changing. This is the current stand but in a few months or years, we could witness something else. But the technology or the infrastructure remains the same. We already witness that India is making progressive steps towards Blockchain technology. I am personally looking forward to seeing how this technology and the landscape evolves,” said he. Raj Shamani- Digital Content Creator, Entrepreneur, Investor and Podcaster said that while creativity will get hampered to some extent, the overall impact on the whole industry and people interested in this industry will be positive. “A lot of people have been misusing their power to pump &amp; dump and promote wrong things just to make quick bucks. This is going to be good for people who are here for the right reasons because they are anyway educating. And if they are providing good value education, people are going to learn about it. Also, it's always the best to tell people I am not personally recommending so that people can easily differentiate between honest opinion and promotional opinion,” said Shamani. He also shared some advice on how to connect with consumers. He said, “The best way to woo consumers is to provide them the right education and value. If you educate your audience right. If you tell them the right things. If you let them know the use cases. If you tell them about the community power. If you tell them how this is going to empower their life and not 'sell it'. The content will connect. People who have been already doing this thing in the space won't face a problem. In fact, this will make people more aware and push them to promote and make the right content. This will only help to eliminate the promotion of bad projects.” Anjali Malthankar, National Strategy Director, Tonic Worldwide said that with everything new comes excitement and concern and both need our attention. "I think the attention from regulators for any space which is seeing a crazy traction in such a short period, is expected. At the pace that NFT, Crypto are growing in popularity the interventions are understandable. As far as the challenge for creative promotions is concerned, I think the creative agencies have often come across the term during briefings – “It’s a creative challenge” So, in that spirit creative will always find its way to not let this come in the way of creativity. There have been very many categories, including traditional finance categories which have disclaimers and yet it does not stop good creative work. In fact, the fence sitters or doubters who were unsure of the VDA products, might consider the category, as promoters get more upfront and transparent about it. If VDA brands are strategically not dependent on or riding on the fad, confusion, consumers’ lack of knowledge and noise but have a genuine offering, then it is just about giving space to disclaimer which for today’s smart and conscious consumer is nothing but a sign of transparency. In fact, if we see closely Crypto and NFTs are born out of blockchain and the need for transparency and hence in intent they are both (the regulators and VDA category) on the same page." Rage Coffee recently made its debut in the blockchain matrix with its valentine's NFT campaign. Its Founder, Bharat Sethi said that the growing adoption of crypto tokens has led to the emergence of advertisements that downplay the risk associated with these assets. Therefore, according to Sethi, increased transparency is a welcome move and where it might impact creative freedom, when it comes as a hit on the consumer interest, it is best to be transparent and supply critical information/disclaimers in this volatile category. “Even after including the disclaimers and adhering to the guidelines, there is scope for being creative. It does restrict creative freedom in communication; however, this is in the best interest of an average consumer who might not have in-depth knowledge about cryptocurrency and VDAs. A promise that can not be kept should ideally not be made in a promotion. There is a need to educate the consumer on the basic ideas around NFT, cryptocurrencies and take the customer on a journey to understand how these assets are. The risks can not be downplayed as risk appetites are very personal. There is plenty of space to experiment, spread awareness and create a buzz,” said Sethi. NFT marketplace Fullyfaltoonft.com curated by Viacom18’s Youth Music &amp; English Entertainment cluster and powered byGuardianLink.io has already received an overwhelming response for its digital artwork preview. Keyur Patel, Co-Founder &amp; Chairman, GuardianLink and Co-Founder, BeyondLife.club said that consumer education comes first and it's a welcome move from ASCI to ensure customers are aware of the market volatility. "Crypto as an investment class is quite volatile compared to stocks or real estate. All investment Ads and campaigns have a responsibility to educate the users on the risks and affiliated volatility and liquidity restrictions and aspects of the asset. Even media, ad agencies, and other supporting ecosystems have the responsibility to educate the same market in a responsible method. NFT is not a financial asset. It is a digital asset associated with games, entertainment, and art. Its inherent value is either in art or utility. Also, the buyers of NFT don’t buy it because there is instant gains, they do it because they find affinity to Amitabh Bachchan or Stan Lee or they find Game like Racing very interesting and want to participate in it. Crypto is purely a trade asset, for investments and hence it needs very aggressive education to make sure, the expectations of returns for the buyers are not skewed by hype and unrealistic aspirations. So, this declaration will not just motivate consumers to study the brand/product before purchasing but also put the onus on celebrities who endorse digital assets to do due diligence thereby promoting a responsible environment. Many industries have been following such guidelines without seeing any impact on creativity. It will rather inspire marketers and content creators to make their storytelling more creative and credible than ever before." Sagar Pushp, Co-founder and CEO, ClanConnect agreed that clear-cut norms were needed in this space. “For advertisers, the greatest purpose of communication is to put across accurate messaging for users. The new promotion and advertising guidelines for crypto assets will bring this authenticity into the segment. It is a welcome move by ASCI as it will ensure that brand communication is not misleading. Going forward, brands will need to operate within the guardrails of these guidelines, making sure their messaging is not limited to quick money and gains. The intrinsic value of blockchain is much wider than the prospect of big money, and we’ll need to get creative to empower users with precise information,” said Pushp. After a long pause, now that there will be more clarity and standardization in crypto advertisements, their ad expenditure is likely to return on digital and traditional mediums. During the festive season and IPL last year, crypto platforms were at their peak. The month of Diwali, which was October in 2021, nearly had a 30% share of the category in digital advertising and it took a dip by 6% in November 2021, whereas on television, there wasn’t a single ad from Crypto platforms in 2020, revealed TAM. In 2021, television saw 33.4 hours of advertising from Crypto platforms. The festive season proved to be bountiful for television too as October had more than 75% share of Crypto platforms, up from 2% in June and 23% in September. A lot of people have been speaking about the risks of investing in digital currency without fully understanding how the crypto ecosystem works. ASCI’s guidelines, therefore, could help bring about more transparency and accountability into the ecosystem.

ASCI releases new guidelines for Non-Fungible Tokens, Crypto ads; here’s what experts have to say about it

<img class="gwt-Image" src="/photo/48082120.cms" /> 
Justice Lodha’s verdict on banning of Chennai Super Kings (CSK) and Rajasthan Royals (RR) would come down heavily on the revenue of the much celebrated cricket tournament. As per a news report by The Economic Times, IPL revenue is likely to drop by about 35 % if there are only six teams next year. About 25 % of this will be because of fewer matches while the rest will stem from a decline in interest from advertisers and sponsors. 
 
Every IPL game gets about 75 advertising spots of 30 seconds each. That comes to around 2,250 seconds of available advertising per match. At 60 games, this adds up to 135,000 seconds. This year, the IPL broadcaster sold spots at Rs 4.5-5 lakh per 10 seconds. If there are only 34 games, the number dips to 76,500. That also means IPL broadcaster Multi Screen Media pays a lower broadcasting fee to the BCCI. Each team gets a share of this. "When the collection is less, the whole kitty too gets redu too gets reduced," a media analyst told the ET. "Thereby, when it's time to distribute, it will be much less, affecting the (finances) of teams and their profitability." 
 
Chennai Super Kings is the top team in IPL, having won the league twice since its beginning in 2008. Among the top 10 matches in the last season of IPL, CSK featured in eight while Rajasthan was in two, according to television ratings data from Tam Media Research. 
Star players such as Mahendra Singh Dhoni, Suresh Raina, Ravindra Jadeja, Shane Watson, Steve Smith, Ajinkya Rahane among others are members of the two franchises. Their absence would hit IPL ratings, in turn lowering ad rates for the broadcaster. "With a lower number of matches, it will be difficult to make up for the difference in revenue (as the) the fixed cost remains the same," Basabdatta Chowdhuri, chief executive at Platinum Media, a part of Madison Media Group told the financial daily. "It is not good good for the game. The credibility suffers." 
 
She recalled that when the first match-fixing scandal broke in the late 1990s, the ratings of India matches, including those against Pakistan, had nosedived. 
 
Chowdhuri also said an exit by the Chennai team would lead to lower viewership. "CSK is a big team. It's like Manchester United going out of the EPL (English Premier League) or Barcelona going out of the Spanish league," she said. 
 
"Next year, an increase in rates will be impossible (if there are fewer teams). They would not be able to get even last year's rates," said a media planner, not wanting to be named. But Nandini Dias, chief executive officer at media agency Lodestar UM, offered a contrarian view. "A shorter, tighter tournament might actually be better for ratings. The dip we see in ratings in the middle of the tournament today might be less then," she told the ET. 
 
(Image: India Times)

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