Guest Column: Women - The Krishnas of today - Santosh Padhi
She is cooler, sexier and does everything in style; she is in the driver's seat today. The Chief Creative Officer & Co-Founder of Taproot India exalts Indian women in their modern avatar

In India, a woman is still referred to as a “devi.” While a man isn’t referred to as "dev" anymore. As we progressed, we men grew greedier, more cunning, and lost all purity. We became manavs. Yet, somehow, women managed to retain most of the goodness. Hence, they still hold that title.
There was always women empowerment in our society. That’s why we have great women to whom the nation owes a lot, be Rani Laxmibai of Jhansi, Jijamata or Sarojini Naidu. Or even the world’s longest-serving Prime Minister, and India’s first and only female to hold the office, Indira Gandhi,an extraordinary leader, who laid the foundation for a better country.
Harken back tothe golden days, when a queen’s opinion on all things important was valued. Her point of view, her ability to look at things under a different lightmade her hold a special place in most palaces and royal households. India has evolved from a nation that once placed much importance on women to one that relegated to a place of negligence. But, placing her in the corner of inequality has made her powerful. She has suffered so much, tolerated so much, that today, she is back with a bang. And from here on, I believe, she will keep accelerating.
She is tougher than men. And is capable of handling situations in a more mature way than a man would. Even the male-female ratio of heart disease is 8:1,which, I think, says a lot about the level of patience and will power a female has while facing society and handling pressures.
Today, the number of female feticides has marginally decreased. Not so much because of the government’s aggressive campaigning, but because “she” has decided to speak up for her daughter. And her family members have realised that her words are strong enough to leave everyone speechless.
There was a time when brands preferred to portray a woman as nothing more than a mere sex symbol. If you try to create an ad for a random category (think cements or tyres) today, where you show a woman in a bikini emerging from a pool, you’ll face nothing but brickbats.
The “Saas-Bahu” serials that once took the country and the TRPs by storm did so because they connected to the audience. It showed them slices of empowerment and happiness. There was a time when they were scoring more than an India-Pakistan match.
So, things have changed, so should be our perspective todays them, India cricket team for last few years has a fabulous batting side than doesn’t mean the bowling side should be ignored.
In most categories where we wish to target both the husband and the wife, we notice that it’s the wife who ends up making the decision. Be it FMCG, housing, property, automobile, kids’ education, etc., she is the one who has the last word. The man may, in some cases, be the one who pays, but, she is the one who decides what the money is being spent on. She is strong, while being emotional, too. And a lot of brands have started giving her the position that she deserves.
To borrow from mythology, women are the Krishnas to our Arjuna. The kartas and also the dhartas of our families. In most cases, they show us the way out, they make sure the family chariot keep rolling in the right direction. She is cooler, sexier and does everything in style, she is in the driver’s seat today. She's the thread that binds us together. Our anchors. Our voice of reason. Our backbone.
Jai Shree Krishna!
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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Swapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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