BrandMusiq’s Soundsmith Rajeev Raja On Sonic Branding’s Big Flight From Vistara To 2025; KlugKlug's Vaibhav Gupta On Digital Creators Increasingly Becoming Cultural Ambassadors; Brands Turning New Year Wishing Campaigns Into Viral Hits; & More

Greetings of the day!

Dear Reader

First things first, here’s to wishing you and your loved ones a very happy and healthy New Year on all fronts! 

That said, we now welcome you to another edition of 'Scoop', your bi-weekly dose of news from Marketing Mind!

Beginning the year with a tinge of nostalgia over the brand which took its last breath in the second half of 2024- Vistara and the role it played in India’s sonic branding landscape, we have an exclusive chat coming straight to you after our conversation with Rajeev Raja, Founder and Soundsmith, BrandMusiq. Having conceptualised Ta Ra Ra Ra tune of Vistara and worked on the sonic identity of Air India Express, he helps us understand how the sonic branding arena has evolved over the years to now play on the front foot to ensure that brands embrace sonic branding as a dimension afterall.

Next up, we have an authored article penned down by Vaibhav Gupta, Co-Founder and CPO of KlugKlug, wherein he delves into the fascinating shift where culture, heritage, and commerce are blending like never before and highlights how social media creators focusing on culture and heritage are gaining massive traction, with many evolving from digital influencers to real-world cultural ambassadors, which to him seems to be the tip of the iceberg, merely, or the beginning of a new era for influencers and creators across the globe.

As the calendar turned to a fresh start and the world geared up to say hello to 2025, brands weren’t far behind in lighting up the celebratory spirit. With a delightful mix of humor, heart, and sheer creativity, they took to social media to craft New Year’s greetings that didn’t just wish but wowed their audiences. From cheeky memes to heartfelt messages, each post was a small digital firework, bursting with brand personality and festive cheer.

So, here’s our ‘Scoop’ of news, hot off the press & curated especially for you! Happy reading :)

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1. Wilmar Searches For Strategic Investors As Adani Group Announces Its Exit From Adani Wilmar

2. MAD Influence’s Parent MAD Group Launches Global Creator Marketplace- Xley

3. Chaitra Advertising’s Co-Founder Walter Saldanha Passes Away At 93

4. Promoters Of R K SWAMY Buy Out US- Based Evanston Pioneer Fund’s 3.56% Share

5. HBO & Cablevision Founder Charles Dolan Passes Away At 98

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India’s WC24 Win, PM Modi, Ambani Wedding, Ram Mandir Consecration & More Top Rediffusion’s ‘Hits Of The Year’ In 2024

• Rikant Pittie Takes Over As EaseMyTrip’s CEO From Nishant Pitti

• NIVEA India Appoints Siddhartha Juneja As New E-Commerce Director 

• Ola Electric’s CMO Anshul Khandelwal Quits

• CheQ’s Lucky Saini Joins FYERS As Its New Senior Vice President- Marketing

• Apple Appoints Mili Kapoor As Product Marketing Lead- iPad

• Former Zenith Exec Rajeev Kumar Jha Joins The MediaLab As Chief Investment Officer

More on People Spotting

#LetsGetCooking: Prestige’s New Year Campaign Takes A Humorous Approach To Talk About Food Delivery Delays