These days, brands are often seen dumping branded content after developing enough awareness in the market. In this backdrop, BuzzInContent tries to find out if branded content strategy is losing relevance or still in the game

While some say brands can have their own set of metrics to keep the brand ethos in check, if not universally agreed-upon metric, others say one does not need to have a hawk-eye on the measurement

Amar Sinha, Chief Operating Officer, Radico Khaitan, tells BuzzInContent how they rely heavily on digital and content marketing to promote its brands. He talks about its focus on influencer marketing, and its aim to create content that also helps in educating audiences

Kashyap Vadapalli, CMO and Business Head, Pepperfry, tells BuzzInContent that the brand now spends more on content marketing and influencer marketing

Ashish K Chhabra, Joint Managing Director, Hygienic Research Institute, tells BuzzInContent how the brand plans to increase its investments in digital. He talks about its ‘Raho Streaxy With SRK' music video that garnered over 8 million views on YouTube

Anika Malik Wadhera - General Manager - Digital Marketing at Sirona Hygiene talks about its latest #SironaCupvert campaign which has associated with mom female influencers. Talking about how the influencer marketing strategy has become a core part of its marketing strategy, she says the campaign aims to spread awareness regarding the need for menstrual cups

While experts say that a fully equipped content marketing team should have people capable of pulling off a campaign through all the stages, they also feel there is no defined size for such a team. BuzzInContent finds out how brands can build a high-performing team that stands out from the rest

The rates for a branded web series can vary from a few lakhs up to Rs 15 crore, while for influencers it ranges from as little as 5K for a branded post to over Rs 5 lakh. Experts discuss how the rates are unregulated and suggest that publishers and platforms should charge based on the qualitative reach and impact

While it is an interesting dialogue exchange platform, brands and experts say it lacks in offering well-rounded measurement metrics to necessarily quantify the success of a session and restricts users from revisiting the content. They discuss useful tips and advice for brands to gauge the ROI by bringing in higher engagement levels

Recent industry reports suggest up to 73% consumers are finding influencers vain and don't trust products they promote. While influencer marketing agencies negate the claims, they agree this should act as a wake-up call for the medium to focus more on creativity and not make content look like ads. They suggest ways to sustain influencer marketing in the long run

Moment marketing has been a buzzword among agencies and brands for quite some years now. But is churning content for every occasion really a strategy or does it dilute a brand's message? BuzzInContent finds out why latching on to every conversation can backfire for a brand and when moment marketing can turn into spamming for consumers

Netflix India has launched the promotional campaign just 10 days prior to the launch of Money Heist Season five. It features celebrities such as Anil Kapoor and Hardik Pandya and content in three different regional languages, giving Bella Ciao a desi twist

In a conversation with BuzzInContent, Anand, EVP and Portfolio Head, Diageo India, talks about its brand McDowell's No. 1 overall content marketing strategy and how despite the minor hiccups, it was successfully able to find right partners for branded content

Though brands may not be able to exceed 2019 (pre-pandemic) investments in content, they are gearing up for the festive session in an aggressive manner. With a performance mindset towards content, they expect interactive and influencer-driven content to see excellent engagement this time

Chendira, Head of Advertising, Sales, South Asia, Discovery Inc, says that a client would want to move ahead with you to create more successful content-led campaigns only if you come out of the herd mentality

Rishabh Khatter, Studio Head, The Rabbit Hole, explains how the video content creation agency plans campaigns around movies and web series and what film marketers should not do if they want to promote their content

Content can be a huge differentiator for start-ups that are directly in competition with established players. Industry experts tell BuzzInContent.com what is empowering these new-age brands, which have created some remarkable content, to mould their content strategies and investments

The recently released music video by Canadian-Punjabi artiste Tesher and American singer-songwriter Jason Derulo features the food-delivery app and was released just a day before the brand announced its IPO