RoI is the big question when a brand embarks on any marketing initiative and the fact that HUL's Brooke Bond Red Label has come back for a second edition of 6-Pack Band featuring six differently abled teens is probably proof enough that content marketing does bring value to the brand. Shiva Krishnamurthy, General Manager, Brooke Bond Red Label, Hindustan Unilever, explains what the video did for the brand

86% of consumers can tell the difference between branded content and editorial, 75% claim to be interested in content if it is ‘relevant to them', whether it is branded or not. In addition, 73% prefer branded content to traditional forms of advertising

Chtrbox.com will help brands with deep data to make the right selection, enable push-campaigns and missions to relevant influencers to get their word out and get the biggest bang for their buck

Ankita Bakshi has been appointed as Creative Solutions Producer at the content marketing team for India and will work alongside Regional Sales Director Vishal Bhatnagar in building the BBC StoryWorks capabilities in India

With an overall reach of over 37 million, fbb engaged an audience of over four million through this campaign

The film shows a man who readily took up the challenge of carrying an average weight of a baby which a would-be mother carries in the final stages of pregnancy, around his belly for nine days but surrenders after a week, confessing his discomfort

Anushree Tainwala, Executive Director, Marketing, Samsonite South Asia, talks about the importance of using the right kind of celebrities and influencers in content generation and how content should be engaging

For many companies, classical music is still seen as a good-to-do social responsibility event. But corporates and brands can make classical music a part of their marketing DNA, explains Hindustani classical vocalist Sveta Kilpady

On Mother's Day, the fashion brand created content in the form of a few one-liners that are generally used by mothers for their kids

In the campaign created in association with TVF's Girliyapa, the brand is subtly integrated in the story where a situation is created around ‘What if mothers behaved like government employees?'

The research shows branded content campaigns are more effective if they include personalised elements. 63% agree that personally relevant content improves how they feel about the brand associated with it and 58% see brands in a more positive light if they provide them with content that matches their interests

The insurance brand has launched the web series as part of its various content initiatives to increase consumer engagement

The first set of Fact Cards has been launched in association with Raymond's Khadi campaign. As part of this campaign, with the help of intriguing creatives, Inshorts shares with its readers seven interesting facts about the humble weaver with the caption ‘The story re-spun'

Kumaran comes with an experience of over two decades in revenue and content planning and sales, distribution and marketing

Celebrated and recognised globally, The Webby's is an iconic platform created to award excellence on the internet and is touted to be the Oscars of the Internet

The focus will be on creating solutions for brands associated with Republic TV, primarily through branded content. WYP will also be responsible for Republic TV's promotional content

What's Your Problem created Twitter's first live comedy show, half hour of content programming on a TV channel and a stand-up comedy show by terminally ill people

The investment round was led by Neoplux (Doosan Group, Korea) and OPPO (China). Existing investors IDG Ventures India, Kalaari Capital, GREE Ventures (Japan) and Summit Media (Philippines) also participated