The week that was: Round up of Campaigns, News and Trends

Unable to view? Read it[Online]( [Image] Round Up of the Week Hello there, The last couple of weeks have proven how deinfluencing is here to stay. As much as influencers can push their audience to try a new product, social media also gives them the power to deinfluence their audience from using a product or service. What started on TikTok in the beauty and lifestyle communities, is now slowly gaining more popularity world-wide. In India, [deinfluencers]( urging the audience to think critically about their purchases and are pushing brands to be more transparent with consumers. Food Safety and Standards Authority of India (FSSAI) is also taking this into consideration. It is contemplating introducing is the Front-of-Pack-Labelling (FOPL) for packaged foods to curb the consumption of junk food. The era of transparent packaging, driven by consumers who expect more accountability from brands, is here. Almond Branding’s Shashwat Das told us [how to navigate these choppy waters]( to keep up with the evolving regulations. Apart from gearing up for the beginning of a new packaging age, the advertising and marketing world had a little fun too this week. Brands joined the red carpet of memes and creatives as celebrities walked at the [Met Gala 2023.]( Brands like Swiggy, Subway India, and Dunzo among others took a jab at the questionable fashion choices of many stars, while Dominos India gave a twist with food memes, and Rio Pads bonded over period pain in a humourous way, tickling the audience’s funny bone. Brands also joined Star Wars fans by celebrating #Maythe4thbewithyou. Apart from that, IPL continues to dominate the conversations in advertising circles. While [JioCinema seems optimistic]( about picking up pace and adding more advertisers, so far, there has been a lull when it comes to the overall IPL advertising. A [report]( by Elara Capital revealed that the advertising industry has seen pressure in H1CY23, largely due to IPL reporting a steep decline in ad revenues by 30-35%. While it may be a slow quarter, the future looks promising as painted by experts at the annual conference FICCI Frames, where the advertising honchos discussed [what lies ahead]( as AI disrupts the advertising industry. There's no denying that digital is the future. As per FICCI-EY's [report]( digital media has [grown]( reaching Rs 571 billion and increasing its contribution to the M&E sector from 16% in 2019 to an astonishing 27% in 2022. The future is also female and advertising industry is taking a note of that. Ace spinner Harmanpreet Kaur has seen an uptick in brand interest after a successful first season of Women's Premier League. We spoke to branding experts to deep dive into [Harmanpreet Kaur’s social media strategy]( and how can brands support more women athletes. That's it for today. As you shut down your laptop or turn off work mode on your phone, we hope you leave your worries aside for the weekend with it. ​ Thanks, Karuna Head of Content Social Samosa If you no longer wish to receive mail from us, you can [unsubscribe]( Social Samosa, 703, Cosmos Plaza, J.P. Road, D.N. Nagar Metro Station , Andheri West, Mumbai, Maharastra, 400053, India