Entertainment

Elements of copy: Headline, Subheadline, Layout, Body copy, Types of copy and slogan, creating a storyboard

Atish Singh January 25, 2026

Introduction

In publishing more commonly, the term “copy” refers to the text in books, magazines, and newspapers. In books, it means the text as written by the author, which the copy editor then prepares for typesetting and printing. This is also referred to as “editorial copy,” which is said to have two subdivisions, the body copy and the adjuncts to the body copy.

The term’s usage can be demonstrated in the way an editor decides to embed advertising material directly into the editorial copy, which means that the ad would use the same font, layout presentation, and feel as the editorial copy it is being integrated into. This concept underscores how the copy can also refer to the identity of the newspaper or the magazine since the method of composition and layout can define its brand and positioning.

In general, copy is written text of any kind in various genres. Many of you familiar with the HBO smash hit “Mad Men” knew that “copy” referred to advertising copy (or text). Ad copy means text written specifically to sell something. But there are other kinds of copy, including body copy and just plain copy.

A. Headline

Introduction

The headline summarizes the story’s main idea, which the lead expands upon. It should clearly express a complete thought. Headlines have become essential in today’s society; people tend to look only at headlines rather than reading complete stories. Writing headlines takes practice. You need to select words sensibly and use strong writing in order to motivate the audience to read the article. Create the headline after you finish writing the article so that you have a complete understanding of the story. Focus on how you can communicate the main idea in a manner that will capture the reader’s attention.

Headlines are crucial to your content. The famous advertising revolutionary, David Ogilvy, knew that headlines are the most important element of your copy. His famous quote is as follows: “On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”

Often described as the “Original Mad Man” and “The Father of Advertising,” Ogilvy is known largely for his advertising work while serving as the founder of Ogilvy & Mather. In addition to building a multibillion-dollar company, he also helped create hugely successful campaigns for clients such as Dove, Shell, and Rolls-Royce.

1. Go Big or Go Home

Don’t bunt. Aim out of the ballpark. Aim for the company of immortals. -David Ogilvy

The product you represent is depending on you, and if you allow yourself to take shortcuts or present a less than compelling argument, then you’ve failed. As an entrepreneur or business owner, you simply cannot afford bad copy. If you cannot achieve perfection on your own, then you should hire someone who can.

2. Do Your Homework

Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals. -David Ogilvy

Ogilvy spent years working for George Gallup, founder of the Gallup Poll, and it was during this time that he realized the true value that comes with knowing exactly what your target audience is thinking.

You cannot write copy unless you know:

Who you’re writing it for
How that person thinks
What that person needs

If you haven’t done your research, then you’re simply faking it, and it’s that type of copy that gets marketers in trouble, either with the government or with their boss.

To write great copy, you need to understand your audience to the letter so that you know how you can best serve them. Nothing else will do.

3. Never talk down to your customers.

A consumer is not a moron. She’s your wife. Don’t insult her intelligence, and don’t shock her. -David Ogilvy

This is a wonderful Ogilvy quote (for the video, click here), speaking on behalf of consumers everywhere. As excellent as your product may be, speaking down to your audience is going to turn them away, and as much as you’d love them to be infatuated with your charming pitch, understand that, at the end of the day, they simply want to solve a problem.

Treat your customer with respect and dignity. You’re on equal footing, or perhaps a bit lower, considering you’re the one who needs the sale. Please ensure that your copy accurately reflects that position.

4. The Headline is 80%

On average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar. -David Ogilvy

Headlines are as close to a magic bullet as you’re going to get, and if you’re going to be perfect in only one place, do it here. Write a strong headline that works.

Use headline templates, which are based on headlines that have worked in the past
Start with a compelling benefit that entices readers to continue.
If you can, split test different headlines to see what works best

5. Don’t Get Distracted from Making the Sale

If it doesn’t sell, it isn’t creative. -David Ogilvy

Couldn’t be truer. Marketers love to be adorable and funny, original and innovative, but it’s also dangerous.

People don’t set aside time to read ads; they are probably in a hurry, just taking a quick glance before they move on to something else. If your point isn’t immediately obvious, chances are they won’t get it, and you’ll lose them forever.

If you want people to buy, you need them to see your product in their hands and be able to envision how it’ll improve their lives. Everything else is secondary. If you can awe them with your words in the process, fine, but don’t do it at the expense of the sale.

6. Explain Why They Should Buy

The more informative your advertising, the more persuasive it will be. -David Ogilvy

You’ve got their attention with the headline and are telling them about the product, but before they buy, they want to know:

Why is the product important? Why is it a beneficial deal? Why should they be interested? Why should they buy it from you? Why should they buy it now, rather than later? Why should they trust you?

Consciously or subconsciously, all of those questions are going through a customer’s head. If you want them to act, you need to answer them, and that means making your copy informative.

7. Your Copy Is Important. Treat It That Way.

Like a midwife, I make my living bringing new babies into the world, except that mine are new advertising campaigns. -David Ogilvy

All too often, business owners treat their sales copy like an afterthought. They scribble down a few notes, have someone check it to make sure it’s grammatically correct, and send it out. Then they wonder why it doesn’t get results.

On the other hand, David Ogilvy treated each of his campaigns as if they were his own children. He nurtured them, fought for them, and helped them develop. And he produced some of the best-selling campaigns in the history of advertising.

The truth is, writing outstanding copy takes time and energy. Some of the best copywriters will spend weeks just crafting the headline, and they might take months to write the body copy.

It’s not because they’re slow. It’s because they know the importance of getting it right.

Are you committed to that type of excellence?

If not, you should be.

There are different types of headlines with different objectives to them; for example:

Current News Advertisements – Introducing a new product.
Identifying the product or service—telling the audience what the brand is selling and developing brand value.
Offers news—asking the audience to take action towards the advertisement.
Create interest—make the audience think about what the advertisement is really about.
Gives knowledge—telling the audience to get it NOW!
Offers an experiment—asking the audience to try it and see a difference.
Establish tone and emotions—evoke emotions in the audience.
Making a claim towards the benefit of the product—letting the audience know about what is best, why they should get it, and the results of the product.

B. Sub-headline

Introduction

A subheadline is a smaller, secondary headline that usually elaborates on the main headline above it. To simplify, subheadlines come in two common forms, subject to what type of content you’re writing. The rules are more or less the same, but the place and purpose vary. The headline could announce the launch of a new product, and a subheading could give more specific details about the product’s features.

After the headline, the next is the sub-headline. If the headline has rightly suggested the value of the product, the job of the subheadline becomes quite easier. A sub-headline helps the reader to have more knowledge about the product. For e.g., the sub-headline used in the Horlicks ad—Dudh Mein Horlicks Milao, Dudh Ki Shakti Badhao.

Here are three things that we do with our subheadline:

Describe extra. If your product or service requires a bit more description, then try to expand on it with your subheadline.
Tell benefits. Benefit-focused headlines are more effective. This is achieved by emphasizing how a product or service will enhance the user’s life.
Motivate action. A subheadline is also a great way to get consumers to do something. If you effectively inspire action, it’s only a short hop for them to pursue product and service.

The nature of your subheadline depends on your headline. You can choose one of the techniques above or split test different varieties to see which one is best for your users.

C. Layout

Introduction

Layout may be defined as the organizing of the various elements of advertising, such as illustration, text matter, product, and name of the company. A successful advertisement is a mixture of both copy and art.

According to Business Dictionary, a master plan or blueprint of a printed or published work (such as an advertisement, book, magazine, newspaper, or website) that lays out the arrangement of its different graphic elements (such as body copy, colors, headlines, illustrations, and scale). It establishes the overall appearance, relative importance, and relationships between the graphic elements to achieve a smooth flow of information (message) and eye movement for maximum effectiveness or impact. Often alternative layouts (called roughs) are prepared to explore different arrangements before the final layout is made for printing or production.

So layout is the way you use the space and where you place the various elements, how they overlap, what colors they are, how they contrast, and where the setup leaves the reader. Some important components of a good ad layout are as given below.

Border
Heading
Illustrations
Price
White space
Body copy
Signature
The one-second test
Colour
Creativity
Composition

Principles of Design and Layout

The following five principles of good arrangement are essential to everyone who makes or assesses the advertisement:

a. Balance

A layout may be called balanced if equal weights or forces are intermediate at a reference point. The principle of balance is inherent in nature. The reference point is the optical center of the advertisement. The artists with a given area or space are to place all the elements within this space. It is called the reference layout for the advertisement.

b. Proportion

Proportion is closely related to balance since it refers to the division of space among layout elements for a pleasing visual effect. If the major appeal in an advertisement is the product’s price. The price should be displayed in a proportionate space position.

c. Contrast and Emphasis

Contrast means variety. It gives life to the whole composition and adds emphasis to selected important elements. An advertisement with good contrast may attract the attention of customers Contrast may be visible in a number of ways. It may be witnessed through sizes, shapes, and colors.

d. Eye Movement

Eye movement is the design principle that helps move the eyes of the readers from element to element in the order given in the hierarchy of effects model for effective communication of the message in advertising. An effective ad uses planned eye movement and should follow the established reading patterns too, such as the tendency to start at the top left corner of a page and read through to the lower right corner. The eyes also move naturally from large items to small, from dark to light, and from colors to non-colors.

e. Unity or Harmony

Unity or harmony is another important design principle. Although each element should be considered as a separate unit in striving for balance, proportion, contrast, and eye movement. The complete layout or design should appear as a unified composition. Common methods of securing unity in layouts are

Use of consistent typographical design.
Repetition of the same shapes and motifs is another common method.
The overlapping of elements.
Use of a border to hold elements together.
Avoidance of too much space between various elements.

Functions of an Advertisement Layout

The main functions of advertisement layout are

a. Arranging different Parts or elements

The important function of layout is to collecting and arrange the various elements of an advertisement: illustration, headline, sub-headlines, slogans, body text, the identification mark, etc.

b. Opportunity of Change

The layout deals with the creative teams, agency management, and the advertiser and suggests change before its last endorsement and actual construction, and then production begins.

c. Estimating Costs

The layout estimates costs, and it monitors the engravers, typographers, and other craft workers to follow in producing the advertisement.

D. Body Copy

Introduction

The body copy of a print advertisement tells the complete story. It is a logical continuation of the headline and subhead. It also contains words that stimulate interest, desire, and action. It is usually set in smaller type sizes than the subhead. The text should relate to the campaign appeal and to the readers’ interest. It must explain the benefits the product has for the reader. It may concentrate on a single benefit (the big idea) or several benefits as they relate generally to the target audience. The body copy is written in a conversational style, as if one is talking to a known person. This will make the individual reader feel the personal effect of the message. It is important to note the following in writing a good body copy:

Don’t beat about the bush
Avoid superlatives/clichés
Be truthful and make truth fascinating
Be enthusiastic and friendly

Elements of the body copy

a. Lead-in paragraphs

Once the headline captures readers’ attention, the lead-in paragraphs shift their focus to the product by introducing the sales message.

b. Interior paragraphs: These offer evidence to support the claims and promises made in the headline. The key to an interior paragraph is credibility.

These provide proofs for claims and promises. The key to an interior paragraph is credibility. The proofs may come in form of research, testing, usage or guarantee

c. Trail close

This part of the body copy urges readers to make a purchase/buying decision before they get bored.

d. Close

The close asks readers to do something and tells them how to do it. This is the part of the print ad where a sale is made or prompted. The close can be direct or indirect. It can range from subtle suggestion to direct command. The final purpose of a close is to reinforce the readers’ positive thoughts concerning the product/service.

Types of Body Copy

Experts have identified 12 body copy types

Emotive body copy
Factual, hard-selling body copy
Factual, educative body copy
Narrative body copy
Prestige body copy
Picture and captive body copy
Dialogue and monologue
Gimmick body copy
Reader- and editorial-style body copy
Testimonial body copy
Quotation body copy
Back selling (black integration)

E. Types of copy and slogan

Introduction

Advertising copy is the specific wording of an advertisement of a brand of good or service, which highlights the ‘theme’ or ‘message’ the advertisement is intended to convey to prospective buyers or users of that product. Advertising copy may be pitched to appeal to consumers in general or targeted to attract the attention of a particular type of buyer.

The advertisement copies can be divided into six main types:

1. Human interest ad copy

Human interest copy attracts the emotions and senses of its potential customers. This advertisement copy describes the product to people instead of sticking to facts. Human interest copy gets to the selling part indirectly or unwillingly. It focuses on people’s unending interest in themselves, their families, and their friends. The most significant forms of human interest copy are humorous copy, fear copy, predicament copy, and story copy.

2. Educational ad copy

An educational ad copy tries to inform, update, and influence its clients to buy a product by educating the potential customers. It is planned to educate the public about the features of the product. Introductory ad copies are usually created in thiamongIt is the responsibility of every manufacturer to educate the prospects regarding the product and bear a sincere welcome among its clients. Such an ad copy indicates the benefits and special features of the product.

3. Reason why? ad copy

Why advertising Copy offers reasons as to why the consumers are likely to buy the product of a specific brand. The reason why copy appeals more directly to the intellect or the judgment of an individual than to the emotions. It tries to explain the product qualities and benefits by giving evidence in the form of testimonials, guarantees, customer experiences, and so on.

4. Institutional ad copy

Institutional copy doesn’t sell its goods and services. Institutional ad copy aims at promoting the selling house. It focuses on building a strong reputation for the selling house. The main objective of this type of ad copy is to create, maintain, and increase the goodwill through its philosophy, objectives, and policies so that the prospective customers register it in their minds. Institutional copy invites the target customers to the selling outlet. It is also called prestige or corporate advertising.

5. Suggestive ad copy

A suggestive copy suggests trying to deliver the message to the readers directly or indirectly and motivate them to purchase the product. Suggestive ad copy works best when the reader is confused regarding the quality of the product and is juggling with decision-making regarding his purchase.

6. Expository ad copy

Expository copy conflicts with the suggestive copy. An expository copy doesn’t hide anything about the product but instead reveals the facts that are clear and appropriate. It describes the product features, uses, merits, operation, and benefits of the products or services.

Characteristics of Advertising Copy

Attractive pictures
Attractive headlines
Innovation of the product
Uniqueness
Message size and position (how long, how short, how it is put, etc.)
Colour
Shape
Movement

Factors Affecting Advertising Copy

An advertising copy must be based on the following factors:

Is advertising believable?
Is advertising reliable?
Does it appeal to the consumers’ needs and wants?
Does it explain the benefits of a product realistically?
Is it based on creativity? etc.

F. Creating a storyboard

Introduction

A storyboard is a graphic organizer in the form of illustrations or images displayed in sequence for the purpose of pre-visualizing a motion picture, animation, motion graphic, or interactive media sequence. The storyboarding process, in the form it is known today, was developed at Walt Disney Productions during the early 1930s, after several years of similar processes being in use at Walt Disney and other animation studios.

Many large-budget silent films were storyboarded, but most of this material was lost during the reduction of the studio archives during the 1970s and 1980s. [citation needed] Special effects pioneer Georges Méliès is known to have been among the first filmmakers to use storyboards and pre-production art to visualize planned effects. However, storyboarding in the form widely known today was developed at the Walt Disney studio during the early 1930s. [2] In the biography of her father, The Story of Walt Disney (Henry Holt, 1956), Diane Disney Miller explains that the first complete storyboards were created for the 1933 Disney short Three Little Pigs.

According to John Canemaker, in Paper Dreams: The Art and Artists of Disney Storyboards (1999, Hyperion Press), the first storyboards at Disney evolved from comic-book-like “story sketches” created in the 1920s to illustrate concepts for animated cartoon short subjects such as Plane Crazy and Steamboat Willie, and within a few years the idea spread to other studios.

One advantage of using storyboards is that it allows (in film and business) the user to experiment with changes in the storyline to evoke a stronger reaction or interest. Flashbacks, for instance, are often the result of sorting storyboards out of chronological order to help build suspense and interest. Another benefit of storyboarding is that the production can plan the movie in advance. In this step, things like type of camera shot, angle, and blocking of characters are decided.

The process of visual thinking and planning allows a group of people to brainstorm together, placing their ideas on storyboards and then arranging the storyboards on the wall. This fosters more ideas and generates consensus inside the group.

What is a storyboard?

A storyboard is a group of cells that each represents an image and together relates a story or journey. Generally, storyboards were most regularly used in media or film production, but product developers are now integrating storyboarding into their processes. Producing a storyboard allows developers to think through a process in a step-by-step manner, allowing them to design efficient user experiences.

Why Is Storyboarding Important?

It helps you organize your thoughts.
It helps you plan your video more effectively.
It helps you communicate your ideas to other people.
It simplifies everything that comes later.

Steps of storyboard

1. Draw your blank thumbnails

The first step is straightforward—draw your storyboard thumbnails. Thumbnails are blank squares or rectangles where you illustrate the images that represent each stage of your story.

Don’t forget to leave room for the title, number your thumbnails, and have space underneath for you to name your scene and what action will be taking place within it. You can additionally add a space for the script, annotations, audio, or any other steps you want to include.

2. Add your title, scene name, action

Start filling out your blank thumbnails by first adding in your course title as well as the scene name, the action that will be taking place in each box, and any script that corresponds to the scene.

The action description should be a concise explainer that sums up what is happening in each scene. If you find it’s too difficult to explain the action, then perhaps you need to break that scene down into 2 or 3 separate thumbnails. Remember, it’s show, not tell, so it’s okay to have multiple thumbnails in your storyboard!

3. Start Sketching

Now you’re ready to start drawing the storyboard.

Here, you are mapping out how your idea looks visually. It doesn’t have to be highly detailed, but it should give an overall sense of everything that’s happening in each thumbnail.

Some suggested aspects you should include are the point of view from which the learner will be seeing the course and the characters, images, or words that will be featured on screen.

Don’t worry if you’re no Picasso; as long as you’re creating a clear picture, you’re on the right track. You can also pair your script, annotations, and audio at this stage too.

4. Critically assess and adjust

After you’ve finished drafting your storyboard, it’s clever to look at it with a critical eye. Rarely are storyboards perfect after the first attempt; therefore, it’s recommended you go back and ask yourself the questions suggested above again.

This also enables you to ensure your story makes sense or, if not, identify where it needs to be added to or edited. Just keep fine-tuning your storyboard until you’re happy.

5. Start production

Now it’s time for you and your team to start production!

It may seem like a lot of work or even a daunting task; however, storyboards can benefit you and your learners. Give it a try and see how they can work for you.

Have you ever used storyboards before? Let us know your tips and opinions in the comments below.

The significance of the Company signature, Slogan, Tagline, and illustration in advertising and radio commercial creation lies in their use of words, sounds, clarity, and coherence.

Atish Singh January 25, 2026

Company Signature: A company signature is professional business information that the company provides to consumers, helping them learn more about the product. It contains all the necessary information about the company, such as address, contact number, e-mail, etc. It makes it easy for the customers to come in contact with the brand.

D. Slogans

Introduction

A slogan is a memorable phrase used with the goal of persuading a defined target group. The Oxford Dictionary defines slogans as “a short and striking and memorable phrase used in advertising.” A slogan usually contains a quality of being memorable and appealing to the audience. It represents a single product.

Examples:

a. Panasonic: A Better Life A Better World

b. Subway: Eat Fresh

Importance of slogans in business advertising:

Brand emplacement and acknowledgement

A logo, slogan, and brand name are the three main aspects of the brand’s identity. Thus, having a really catchy slogan will help build a proper brand emplacement in the market for your product. A proper slogan and its tune will position your product in the market.

Building better relations

Slogans help in building better relations with the customers. Brands with eye-catching slogans help the audience to recall the business and create a positive attitude towards the brand.

Out of sight

A remarkable slogan helps in making your brand different from other brands in the market. It creates a unique identity in the minds of the people and helps them remember the brand even without reading its name. For example, “Melts in your mouth, not in your hands” immediately makes us think of M&M.

Makes the product attractive

A unique slogan significantly increases a product’s desirability, so brands should ensure they create one that stands out. A slogan is one of the ways that consumers evaluate a product. The slogans linger in the minds of consumers, provoking contemplation about the product.

Grabs attention

A slogan captures the consumer’s attention simply by being associated with the product. The consumer doesn’t even have to look up the brand name to figure out what the product is. So having a catchy slogan helps in gaining the attention of the public towards your product in the market.

E. Tagline

Introduction

A tagline is a short phrase or a short text associated with a product. It is especially used in advertising to have an impact on consumers. A tagline represents the business. Example:

a. Walmart: Save Money Live Better…

b. KFC: It’s finger-lickin’ good.

Importance of Taglines in Business Advertising:

Makes you isolated

In a market, many different companies often sell similar products with only slight variations, leading to competition among them. By creating a unique tagline, you can attract customers by differentiating your brand and meeting their specific needs. This approach will help you stand out from your competitors.

Renders the information to the customer

A tagline is responsible for rendering the information about the product to the customers. This helps customers understand how your product differs from those offered by competitors in the same industry.

Supporting the identity of the brand

A tagline reveals the identity of the brand, so when the consumer reads it, they come to know about your product in an instant. It will also show how determined you are toward the business and build trust between the brand and the customers.

Benefits the Company

An eye-catching tagline benefits the company by grabbing the attention of the customers. The more unique the tagline, the more customers it attracts. If the company attracts customers, it will continue to grow and benefit the business.

F. Illustration

An illustration is an interpretation or visual representation of a text or concept, designed in integration with published media such as posters, magazines, books, etc. It also means providing an example through writing or in a picture format. A brand illustration gives a business the ability to unfold the brand’s story in multiple forms. Example: Fanta Mashup.

Importance of illustration in business advertising:

A picture is worth thousand words

Illustrations are effective in ensuring the success of the advertising campaign. Other than taglines and slogans, an illustration is also important for a brand in advertising their company. A picture has the power to stick in people’s minds and capture their attention.

Efficient use of illustration

Illustrations play a very significant role in grabbing the attention of the public. Advertisers extensively utilize illustrations to promote the product. It helps in delivering the product’s proper message to the consumers.

Helps in expressing a message

If a company needs to deliver a message but struggles to do so, illustrations can simplify the process for them. It is a fact that the human brain can retain visual information more effectively than auditory information. There are many illustrations, such as posters, sketches, diagrams, etc., to advertise a product.

Seizes aid

The illustration helps seize aid (grab attention) of the customers in a much more possible way than any other element in advertising. The colorful posters, attractive images, and highlighted parts attract the customers more than any other thing does. Therefore, the presentation is much more important while advertising a brand.

Provides information in a fun way

An illustration helps in providing information to the public in a humorous way, which is through pictures and drawings. Even without knowing the brand, the customer can get to know the product by just looking at the illustration. By seeing the poster, the person can understand what the product or brand is about.

Creating Radio Commercial: Words, Sounds, Clarity, Coherence etc.

G. What is a radio commercial or radio advertising?

As we see commercials on TV, there is one more thing known as radio advertising. Just as some brands choose to advertise on television, others prefer to introduce their products on the radio as well. The most common type of radio advertisement is the “spot commercial,” which typically lasts no more than 1 minute, while longer advertisements that can run up to 1 hour are known as “infomercials.” Radio advertising can also be called word-of-mouth advertising.

Words, Sounds, Clarity, Coherence, etc.:

Words are vital when it comes to advertising. The three words are really very essential when it comes to advertising; that is,

Creativity
Specific
Simple

The brand must use proper words that would contain all the required information about the product for the customers. It should be, most importantly, creative; that is, it should be different as compared to other brands. It should be specific; that is, it should focus on the important part of the product, and lastly, it should be simple; that is, it should be sweet and efficient.

Sounds in the radio advertising should also be effective in order to gain the attention of the public because there is no visual representation the way it is done on television. The more use of attractive advertising, the more customers get attracted. Just by listening to the advertisement, the customers should get a notion of buying the product. This can be done through catchy slogans, taglines, jingles, etc., through radio.

Clarity is another aspect to be taken care of; that is, if a brand promises certain points, it is the responsibility of the company to take care of those aspects and to be way more clear about their product in front of the consumers. Create a sense of relationship with the public and provide them with all the clear information regarding the product.

Coherent A brand should also stay coherent, that is, consistent, and should not disappear in between. It should consistently promote the brand and maintain the relationship with the people. The advertisement should be able to make sense and reach the consumers and should provide proper knowledge about the product even through radio.

Social media and its impact on culture

Atish Singh January 25, 2026

How Is Social Media Shaping Cultural Norms and Values?

Social media has revolutionized the way we connect, communicate, and express ourselves. In India, a country known for its diverse cultural tapestry, social media platforms have become instrumental in shaping and transforming cultural norms and values. This section provides an in-depth analysis of how social media is influencing Indian culture, supported by recent and relevant examples. Additionally, it explores the ethical implications of this phenomenon from a journalism standpoint.

1. Cultural Reinterpretation and Expression

Social media platforms have become powerful tools for Indians to express their cultural identities. Youngsters are embracing platforms like Instagram and TikTok to showcase their unique fashion styles, music, and artistic talents. For instance, the Dalgona coffee trend during the COVID-19 lockdown went viral and exemplified how social media allows individuals to express their creativity and connect with others over shared cultural experiences.

2. Redefining Gender Roles and Empowerment

Social media has played a significant role in challenging traditional gender roles and empowering women in India. Influential female content creators and YouTubers, such as Kusha Kapila, Savi, and Vid, use platforms like Instagram and YouTube to promote body positivity, debunk stereotypes, and encourage women to embrace their individuality. This movement is redefining societal expectations and empowering women to break free from cultural constraints.

3. Social Activism and Awareness

The power of social media in driving social change and raising awareness cannot be ignored. Recent events, such as the #MeToo movement in India, gained momentum through social media platforms, giving voice to survivors of sexual harassment and challenging the prevailing culture of silence. The movement not only exposed the dark underbelly of Indian society but also triggered conversations that are reshaping cultural norms regarding consent, gender equality, and workplace harassment.

4. Influence on Political Discourse and National Identity

Social media platforms have become battlegrounds for political discourse and discussions on national identity. The 2019 Indian general elections witnessed an explosion of political campaigning and propaganda on platforms like Facebook and Twitter. Political parties leveraged social media to target specific demographics, shape public opinion, and even manipulate narratives. This has sparked debates about the impact of social media on the democratic process and the need for responsible journalism in combating misinformation.

5. Ethical Challenges in Journalism

From a journalism standpoint, social media poses ethical challenges. The rapid dissemination of information through platforms like WhatsApp and Twitter often leads to the spread of fake news and misinformation. Journalists must be vigilant, fact-check information, and verify sources before reporting. Maintaining integrity and impartiality in the face of online polarization and sensationalism is crucial to preserving the credibility of journalism.

In India, social media sites have become a major force in shaping cultural norms and values. From cultural reinterpretation and expression to challenging traditional gender roles and driving social activism, social media is transforming Indian society. However, this digital revolution also presents ethical challenges, requiring responsible journalism practices to combat misinformation and uphold journalistic integrity. As aspiring journalists, it is vital to traverse this landscape with caution, critical thinking, and a commitment to the truth. Only then can we harness the power of social media for positive societal change and preserve the integrity of journalism in the digital age.

A. Social Media and Body Image: Understanding the Impact on Self-Esteem

Social media platforms have become dominant forces in shaping societal perceptions, particularly regarding body image. In India, where traditional beauty standards often prevail, the impact of social media on self-esteem and body image is a pressing concern. This section delves into the intricacies of this issue, providing a detailed analysis of how social media affects body image in India. Additionally, it explores the ethical implications from a journalism standpoint.

1. Unrealistic Beauty Standards

Images of flawless bodies flood social media platforms, perpetuating unrealistic beauty standards. Influencers and celebrities with ‘perfect’ bodies often become the idealized benchmark, creating immense pressure on individuals to conform. This is particularly prevalent in India, where fairness and thinness have traditionally been considered desirable. Social media exacerbates these notions, resulting in body dissatisfaction and low self-esteem among individuals who do not fit these idealized standards.

2. The Filtered Reality

Filters and photo-editing tools have become ubiquitous on social media platforms, enabling users to present an altered version of themselves. The widespread use of filters creates an illusion of flawlessness, distorting reality and further reinforcing unattainable beauty standards. This digital alteration can contribute to a negative body image, as individuals compare themselves to highly curated and filtered representations.

3. Body Shaming and Cyberbullying

Social media platforms have provided a breeding ground for body shaming and cyberbullying. Anonymity and the ability to hide behind screens have emboldened individuals to make hurtful comments about others’ appearances. Body shaming on social media can have severe consequences on self-esteem and mental well-being. The constant exposure to negative comments and derogatory remarks perpetuates a toxic culture that erodes individuals’ confidence and self-worth.

4. Empowerment and Body Positivity Movements

Despite the negative impact, social media has also played a role in promoting body positivity and empowerment. Influencers and activists are using these platforms to challenge beauty norms, celebrate diverse body types, and foster a more inclusive society. Hashtag movements like #BodyPositive and #LoveYourself are creating spaces where individuals can embrace their bodies, inspiring others to do the same and challenging societal expectations.

B. The Role of Journalism: Ethical Reporting and Responsible Content

From a journalism standpoint, it is crucial to address the impact of social media on body image through responsible reporting and ethical content creation. Journalists must question and challenge the beauty standards perpetuated on social media platforms. They should amplify diverse voices, share stories of body positivity and empowerment, and expose the negative consequences of unrealistic beauty standards. By promoting accurate information and fostering critical thinking, journalists can contribute to a healthier dialogue surrounding body image.

The impact of social media on body image in India is complex and multifaceted. While it perpetuates unrealistic beauty standards and contributes to body dissatisfaction, social media also provides a platform for body positivity movements and empowerment. As aspiring journalists, it is necessary to traverse this landscape with sensitivity, promoting responsible reporting and ethical content creation. By raising awareness, challenging societal norms, and fostering a culture of inclusivity, we can help individuals develop a positive body image and promote a healthier society.

C. Social Media and Politics: Examining the Role of Online Platforms in Democracy

In the digital age, social media sites have become important places for political discussion, activism, and sharing information. In India, a country with a vibrant democracy, the role of social media in shaping political narratives and engaging citizens has become increasingly significant. This section provides a brief, analytical overview of the role of social media platforms in Indian politics, focusing on their impact on democracy. It also explores the ethical considerations for journalists reporting on social media’s influence on political discourse.

1. Democratizing Political Engagement

Social media platforms have democratized political engagement by providing a space for individuals to voice their opinions, mobilize communities, and participate in public debates. Platforms like Twitter, Facebook, and YouTube have enabled citizens to directly engage with politicians, government officials, and political parties. This direct interaction has the potential to enhance political transparency, accountability, and citizen participation in the democratic process.

2. Amplifying Political Movements and Activism

Social media platforms have been instrumental in amplifying political movements and activism in India. Hashtag campaigns, such as #JusticeForNirbhaya and #MeTooIndia, gained widespread attention and sparked important conversations about social justice and gender equality. These online movements have translated into offline protests, putting pressure on the government and institutions to address critical issues.

3. Dissemination of Information and News

Social media platforms have become primary sources of news and information for many individuals, especially the younger generation. With the rise of citizen journalism, users can quickly share and access news, breaking stories, and political developments. However, this democratization of news raises concerns about misinformation, fake news, and the need for responsible reporting and fact-checking by journalists.

4. Polarization and Echo Chambers

One of the key challenges associated with social media’s influence on politics is the creation of echo chambers and the exacerbation of political polarization. Algorithms and user preferences frequently expose individuals only to content that reinforces their preexisting beliefs. This can lead to the reinforcement of biases, echo chambers, and the reduction of diverse viewpoints. Journalists must address these challenges by promoting balanced reporting and fostering critical thinking among their audiences.

5. Ethical Challenges for Journalists

From a journalism standpoint, reporting on social media’s impact on politics requires ethical considerations. Journalists must navigate through a plethora of user-generated content, including misinformation, deep fakes, and online propaganda. Fact-checking, verifying sources, and providing accurate information become paramount in maintaining journalistic integrity and countering the negative effects of misinformation.

Social media platforms have transformed the landscape of politics in India, providing new avenues for political engagement, amplifying activism, and shaping political narratives. Social media can help people get involved and be open, but they can also spread false information and make politics more divided. Journalists play an important role in responsibly reporting on how social media affects politics, spreading correct information, and encouraging people to think critically. By addressing these challenges, journalists can contribute to the healthy functioning of democracy in India.

D. The Impact of Social Media on Relationships and Intimacy

In the digital era, social media platforms have transformed the way people connect and communicate with one another. In India, a country deeply rooted in traditional values and interpersonal relationships, the impact of social media on relationships and intimacy is a topic of increasing importance. This section provides an analytical exploration of how social media is shaping relationships and intimacy in India, highlighting the opportunities and challenges it presents. It also covers the ethical considerations for journalists reporting on this issue.

1. Redefining Communication and Connectivity

Social media has revolutionized communication, providing individuals with instant and constant connectivity. Platforms like Facebook, WhatsApp, and Instagram enable people to stay in touch, share experiences, and express affection regardless of geographical barriers. This constant connectivity has redefined the concept of distance and allowed relationships to transcend physical boundaries.

2. Digital Intimacy and Emotional Connection

Social media has created new avenues for emotional connection and intimacy. Couples separated by long distances can maintain a sense of closeness through virtual platforms. Platforms like video calls, messaging apps, and sharing personal moments on social media can help foster emotional intimacy and strengthen relationships.

3. Impact on Traditional Relationship Norms

The influence of social media on relationship norms in India is significant. Online dating platforms and apps have disrupted traditional methods of finding partners, providing a broader range of choices and breaking geographical and cultural barriers. The digital space allows individuals to explore relationships outside traditional societal norms, challenging traditional practices, such as arranged marriages.

4. Challenges to Privacy and Trust

While social media brings people closer, it also presents challenges to privacy and trust. Sharing personal information and experiences on social media can lead to privacy concerns and potential breaches. Moreover, social media interactions can also introduce a new level of jealousy, suspicion, and insecurity in relationships, as partners may be tempted to compare their relationships with others they see online.

5. Ethical Considerations for Journalists

From a journalism perspective, reporting on the impact of social media on relationships and intimacy requires sensitivity and ethical considerations. Journalists must respect the privacy of individuals and couples when covering personal stories. It is important to show both the good and bad sides of how social media affects relationships in order to give a fair picture. Responsible reporting means talking about privacy issues, giving advice on how to keep relationships healthy in the digital age, and encouraging open discussion about this issue.

Social media has undoubtedly transformed the landscape of relationships and intimacy in India. While it provides new opportunities for connectivity, emotional intimacy, and expanded relationship choices, it also introduces challenges such as privacy concerns and trust issues. As journalists, it is crucial to approach this topic with sensitivity, respect for privacy, and a balanced perspective. By responsibly reporting on the impact of social media on relationships, journalists can contribute to fostering healthy digital relationships and meaningful connections in Indian society.

E. The Rise of Influencer Culture: Exploring the Effects on Society

Recently, the rise of social media platforms has given birth to a new phenomenon known as influencer culture. Influencers, individuals who have amassed a significant following on platforms like Instagram, YouTube, and TikTok, wield immense influence over their audience’s purchasing decisions, lifestyle choices, and even societal norms. In India, a country known for its diverse culture, influencer culture has gained substantial momentum. This section critically examines the effects of influencer culture on Indian society, shedding light on its impact and ethical implications from a journalism standpoint.

1. Shaping Consumer Behaviour

Influencers have emerged as powerful marketing tools, capable of shaping consumer behavior in India. Through sponsored content and product endorsements, they influence purchasing decisions and promote certain brands or lifestyles. This phenomenon has transformed traditional advertising methods, creating a new form of consumerism driven by influencers’ recommendations.

2. Redefining Beauty Standards and Body Image

Influencer culture plays a significant role in redefining beauty standards and body image in India. Influencers often portray an idealized version of themselves, setting unrealistic beauty standards. Their curated and filtered images can lead to increased body dissatisfaction and self-esteem issues, especially among young and impressionable audiences.

3. Impact on Mental Health

The constant exposure to influencers’ seemingly perfect lives can have detrimental effects on mental health. The pressure to emulate their lifestyles, attain similar physical appearances, and accumulate a high number of followers can contribute to feelings of inadequacy, anxiety, and depression. It is crucial to address the mental health consequences of influencer culture, particularly among vulnerable populations.

4. Influence on Cultural and Social Norms

Influencers hold the power to shape cultural and social norms. Influencers introduce new trends, ideologies, and behaviors that their followers often adopt. Influencer-driven movements, such as sustainability, body positivity, and social activism, can have positive effects on society by fostering awareness and change. However, there is a need for critical examination of the authenticity and impact of these movements.

5. Ethical Considerations for Journalists

Journalists have a responsibility to report on influencer culture ethically. This involves critically analyzing the influence of influencers, questioning the authenticity of their content, and investigating potential conflicts of interest. Journalists should provide a balanced view by highlighting both the positive and negative aspects of influencer culture, fostering transparency, and promoting media literacy among the audience.

The rise of influencer culture has had a profound impact on Indian society, influencing consumer behavior, shaping beauty standards, and redefining cultural and social norms. While it has the potential to drive positive change and raise awareness, it also presents ethical challenges and negative consequences, particularly concerning mental health and authenticity. As aspiring journalists, it is essential to approach this topic with critical thinking, ethical considerations, and a commitment to providing a balanced perspective. By responsibly reporting on influencer culture, journalists can foster media literacy and contribute to a healthier digital landscape in India.

Case Study

The Emergence of GPT-3 and Its Impact on Society

The emergence of Artificial Intelligence (AI) has revolutionized various sectors, from healthcare to finance. One significant development is the advent of GPT-3 (Generative Pre-trained Transformer 3), a language model developed by OpenAI. This case study explores the social, economic, and cultural impacts of GPT-3 on society, highlighting its potential benefits and raising important considerations.

1. Social Impact

GPT-3 has had a profound social impact, transforming the way we interact with technology and information. Some key aspects include

a. Enhanced Communication

GPT-3 enables more natural and human-like conversations with AI systems. GPT-3’s ability to generate contextually appropriate and human-like responses has revolutionized communication with AI systems. Chatbots, virtual assistants, and voice recognition systems that use GPT-3 make interactions more interesting, personalized, and efficient, which improves user experiences and customer service.

b. Language Translation and Cross-Cultural Understanding

GPT-3’s language capabilities have facilitated real-time translation between languages, breaking down communication barriers and fostering cross-cultural understanding. It enables people from diverse linguistic backgrounds to connect, collaborate, and share knowledge more seamlessly.

c. Disinformation and Misuse

The widespread availability of advanced AI models like GPT-3 raises concerns regarding the potential for malicious use, such as generating convincing fake news, deepfakes, or automated social media manipulation. Addressing these challenges is crucial to safeguarding against misinformation and maintaining trust in online content.

2. Economic Impact

GPT-3 has serious consequences for the economy, disrupting various industries and creating new opportunities. Key aspects include:

a. Automation and Efficiency

GPT-3’s natural language processing capabilities can automate tasks like content creation, customer support, and data analysis. This automation improves efficiency and productivity in sectors like marketing, research, and customer service.

b. Job Market Transformation

While automation can enhance productivity, it may also disrupt certain job roles. Industries relying heavily on repetitive or rule-based tasks may experience workforce displacement, necessitating reskilling and job realignment to ensure a smooth transition. To make the transition as smooth as possible and have the least effect on workers, businesses and governments need to focus on reskilling, upskilling, and job realignment.

c. Innovation and Entrepreneurship

GPT-3’s accessibility has spurred innovation and the development of new applications. Startups and entrepreneurs can leverage GPT-3’s capabilities to create novel products and services, driving economic growth and technological advancements.

3. Cultural Impact

GPT-3’s cultural impact is multifaceted, influencing creativity, art, and societal norms. Key aspects include:

a. Creative Expression

GPT-3’s ability to generate coherent and contextually appropriate text has inspired new forms of creative expression. It has been utilized in generating poetry, storytelling, and even assisting in the creative process of music and artwork. Artists and writers have explored collaborative relationships with AI models like GPT-3, pushing the boundaries of traditional creative processes.

b. Ethical Considerations

The use of AI models like GPT-3 raises ethical questions, such as ownership of generated content, plagiarism concerns, and potential biases embedded in the training data. Ensuring responsible use and addressing these ethical considerations is vital to maintain integrity and fairness. Determining attribution and intellectual property rights for AI-generated works, as well as addressing potential biases embedded in the training data, becomes crucial. Transparent guidelines and ethical frameworks need to be established to ensure integrity, accountability, and fairness in AI-generated content.

c. Access to Information

GPT-3 has improved access to information and knowledge. It can summarize complex texts, provide answers to queries, and assist in research tasks. This democratization of knowledge has the potential to bridge information gaps and promote learning opportunities across different socio-economic backgrounds. It can summarize complex texts, provide answers to queries, and assist in research tasks. This accessibility can bridge information gaps, particularly in underserved communities, and promote learning opportunities across different socio-economic backgrounds. GPT-3’s ability to process and comprehend vast amounts of information can aid in educational endeavors and empower individuals to expand their knowledge horizons.

d. Cultural Perception and Representation

The integration of GPT-3 into media and entertainment platforms has implications for cultural perception and representation. AI-generated content may reinforce existing stereotypes or biases present in the training data, potentially perpetuating harmful narratives or excluding marginalized voices. Careful consideration and diversity in the data used to train AI models are necessary to ensure accurate and inclusive representations across cultures and communities.

The emergence of GPT-3 has had a profound impact on society, touching upon various aspects of social, economic, and cultural spheres. Its enhanced human-machine interaction, language translation capabilities, and potential for misuse pose both opportunities and challenges in the social landscape.

Economically, GPT-3 drives automation and innovation while necessitating the adaptation of the job market. Culturally, it influences creative expression, raises ethical considerations, and expands access to information and learning opportunities. As society continues to navigate the integration of AI technologies like GPT-3, it is crucial to address ethical concerns, establish guidelines, and prioritize inclusivity to harness the transformative potential of AI while ensuring that it aligns with human values and societal well-being.

Contracts and Negotiations: Revenue sharing model, Minimum guarantee model, Share in profits model

Atish Singh January 21, 2026

A. Contracts and Negotiations

Introduction

Contracts are the backbone of business and legal relationships in India, governed primarily by the Indian Contract Act, 1872. A contract is a legally enforceable agreement between two or more parties that creates mutual obligations. Negotiation is the process through which parties discuss, modify, and finalize the terms of a contract to ensure that the agreement is fair, clear, and mutually beneficial.

In India, contracts can range from simple purchase agreements to complex joint ventures, mergers, or licensing deals. Negotiations are critical because they determine the rights, duties, and remedies of each party, reduce the risk of disputes, and foster trust.

Key Features of Contracts in India

Offer and Acceptance: A valid contract requires a clear offer by one party and its unconditional acceptance by the other.
Consideration: There must be something of value exchanged.
Capacity: Parties must be competent (e.g., of legal age, of sound mind).
Legality: The agreement must be for a lawful purpose.

Examples and Case Studies

1. Reliance Jio and Facebook (2020):

Context: Facebook acquired a 9.99% stake in Jio Platforms.
Negotiation: Intense negotiations were held around price, governance rights, and digital collaboration.
Outcome: A landmark deal that set new standards for tech investments in India, with all terms documented in a detailed share subscription agreement and strategic partnership contract.

2. Vendor Agreement in IT Sector:

Example: Infosys contracts with global clients for software services.
Negotiation Points: Scope of work, payment terms, intellectual property rights, service-level agreements (SLAs), and dispute resolution mechanisms.
Impact: Well-negotiated contracts protect both client and service provider, ensuring project success and legal compliance.

3. Real Estate Lease Agreement Dispute:

Case: Delhi High Court’s ruling in DLF v. MCD (2012).
Issue: Disagreement over lease terms and maintenance obligations.
Learning: Highlighted the importance of detailed negotiations and clear terms to avoid litigation.

Summary:
In India, effective contracts and skilled negotiations are essential for business stability and growth. Notable deals (like Reliance-Facebook) and everyday vendor agreements demonstrate how thorough negotiation and clear documentation safeguard interests and reduce risks.

B. Revenue sharing model

Revenue Sharing Model in Contracts and Negotiations

A revenue sharing model is an agreement where two or more parties agree to divide the income generated from a business activity in a specified proportion. This model is widely used in sectors like technology, media, entertainment, franchising, e-commerce, and sports. Revenue sharing aligns incentives, reduces upfront costs for partners, and spreads risk.

Key Features

Percentage Split: Revenue is often split based on a pre-decided ratio (e.g., 70:30 or 50:50).
Scope: Applies to gross or net revenues, and the contract specifies what counts as “revenue.”
Duration: The agreement can be for a fixed term or tied to the lifespan of the venture/product.
Audit Rights: Parties may have rights to inspect books to ensure correct sharing.

Recent Examples and Case Studies

1. OTT Platforms and Film Producers

Example: Netflix & Dharma Productions (2022–2023)

Context: Dharma Productions licensed several films to Netflix India.
Revenue Sharing: Instead of a simple one-time fee, Dharma and Netflix agreed on a model where streaming revenue (from subscriptions/viewership) is shared in a set ratio, incentivizing both to promote the films.
Outcome: Both parties benefit—producers gain recurring revenue, and Netflix shares risk and reward.

2. E-commerce Marketplace Sellers

Example: Amazon India and Small Retailers

Context: Sellers on Amazon India agree to a revenue sharing model, where Amazon takes a commission (ranging from 5% to 25%) on each sale.
Negotiation Points: Commission percentage, payment timelines, promotional costs, and handling of returns.
Case: During the 2023 festive sales, Amazon introduced special revenue-sharing incentives for local artisans under its “Local Shops on Amazon” program, increasing their share for a limited period to boost participation.

3. IPL (Indian Premier League) – Broadcasting Rights

Case Study: BCCI & Broadcasters (2023–2027)

Context: The BCCI sold IPL media rights to Viacom18 and Star India in a multi-billion dollar deal.
Revenue Sharing: Broadcasters and BCCI share advertising and subscription revenue based on detailed contractual terms.
Impact: This model ensures the BCCI gains from the league’s growing popularity, while broadcasters are incentivized to maximize viewership and ad sales.

4. Music Streaming Platforms

Example: Gaana/Saavn & Independent Artists

Context: Indian music streaming platforms share revenue with artists/labels based on streams.
Model: A percentage of subscription/ad revenue is distributed to rights holders, negotiated individually or via collective rights organizations.

Summary Table

Sector	Parties Involved	Revenue Sharing Model	Recent Example/Case Study
OTT & Film	Producer & Streamer	Percentage of streaming revenue	Netflix & Dharma Productions
E-commerce	Marketplace & Seller	Commission per sale	Amazon India & Local Retailers
Sports Broadcasting	League & Broadcaster	Share of ad/subscription revenue	IPL Media Rights (BCCI & Viacom18)
Music Streaming	Platform & Artists/Labels	Pro-rata share of platform revenue	Gaana/Saavn & Indie Artists

In summary:

Revenue sharing models are now central to many Indian business contracts and negotiations, ensuring risk and reward are balanced between parties. These models are increasingly favored due to their flexibility and ability to incentivize long-term collaboration.

B. Minimum guarantee model

The minimum guarantee model is a contractual arrangement where one party (usually a distributor, platform, or licensee) commits to paying the other (often a content creator, producer, or rights holder) a fixed minimum amount, regardless of actual revenue or performance. If revenues exceed the MG, additional profits may be shared according to agreed terms. This model is common in entertainment, publishing, and licensing industries.

How It Works

Upfront Payment: The licensee/distributor pays a non-refundable minimum guarantee to the producer/content owner.
Recoupment: The licensee recovers this amount from future earnings (sales, subscriptions, box office, etc.).
Additional Revenue: If earnings surpass the MG, surplus is split based on a negotiated revenue-sharing ratio.
Risk: The licensee bears the risk if actual revenues are less than the MG.

Examples and Case Studies

1. Indian Film Distribution

Example:
A Bollywood producer sells theatrical rights for a new film to a regional distributor for a minimum guarantee of ₹20 crore.

The distributor pays ₹20 crore upfront.
If box office collections in that region exceed ₹20 crore (after costs), the surplus is shared as per contract (e.g., 50:50 split).
If collections fall short, the distributor absorbs the loss.

Case Study:
Baahubali: The Beginning (2015)

The Telugu film’s Hindi theatrical rights were sold to Karan Johar’s Dharma Productions with a substantial MG.
Dharma paid a high upfront MG, banking on the film’s pan-India appeal.
As the film became a blockbuster, revenues far exceeded the MG, benefiting both parties.

2. OTT Platform Acquisitions

Example:
Amazon Prime Video acquires exclusive streaming rights to a highly anticipated Tamil movie for an MG of ₹30 crore.

The producer receives this amount regardless of the film’s streaming performance.
If the film drives massive new subscribers, the platform can realize greater long-term value, but bears risk if viewership is low.

Case Study:
Soorarai Pottru (2020)

Amazon Prime Video reportedly paid a significant MG to acquire worldwide streaming rights, providing financial security to the producers during the pandemic when theatrical releases were uncertain.

3. Music Licensing

Example:
A music label sells digital rights for a new album to a streaming service for an MG of ₹5 crore.

The streaming service must pay this sum, regardless of the album’s performance on the platform.
Additional royalties may be paid if streams surpass a certain threshold.

Summary Table

Sector	Parties Involved	MG Application	Example/Case Study
Film Distribution	Producer & Distributor	Upfront minimum for theatrical rights	Baahubali, Bollywood deals
OTT Acquisition	Producer & OTT Platform	Upfront MG for digital rights	Soorarai Pottru, Amazon Prime
Music Licensing	Label & Streaming Service	MG for album/track rights	Major Indian label deals

In summary:

The minimum guarantee model provides financial assurance to content creators and shifts risk to distributors or platforms. It is widely used in Indian entertainment, with successful examples in film and digital content. Thorough negotiation of MG terms and revenue-sharing ratios is crucial to balance risk and reward for both parties.

C. Share in profits model

Share in Profits Model in Contracts and Negotiations

The share in profits model is an agreement where two or more parties agree to split the actual profits generated from a business activity, project, or intellectual property, according to a pre-agreed ratio. Unlike minimum guarantee or revenue sharing, this model focuses on profits (net of costs/expenses), so all parties are invested in both generating income and controlling costs.

How It Works

Profit Calculation: Net profit is calculated after deducting all expenses (production, marketing, distribution, taxes, etc.) from total revenue.
Profit Split: The remaining profit is distributed among stakeholders as per the contract (e.g., 60:40, 50:50 splits).
Alignment of Interests: Both sides are incentivized to maximize profitability, not just gross revenue.

Recent Indian Examples and Case Studies

1. Bollywood Co-production Agreements

Example:
Pathaan (2023) – Produced by Yash Raj Films, several distributors and exhibitors entered into profit-sharing agreements rather than flat-fee deals. After deducting costs, profits from box office collections were shared between the producer and key distribution partners, which incentivized both to invest in marketing and maximize earnings.

2. Actor-Producer Partnerships

Example:
In recent years, top actors like Akshay Kumar and Shah Rukh Khan have taken a share in profits instead of a fixed upfront fee for certain films. For instance, Akshay Kumar, for Mission Mangal (2019), reportedly opted for a lower upfront fee in exchange for a larger share of profits, aligning his compensation with the movie’s success.

3. OTT Originals (Web Series and Films)

Case Study:
Sacred Games (Netflix India) – The production house, Phantom Films, negotiated a profit-sharing arrangement with Netflix, where profits from international syndication and merchandise were shared, not just the initial licensing fee. This encouraged the production team to maintain high quality and cross-promotional efforts.

4. Franchise and Sports Leagues

Example:
Indian Premier League (IPL) franchises share profits with team owners, sponsors, and players through bonus pools, especially based on team performance and seasonal profits, ensuring all stakeholders benefit from the league’s commercial success.

5. Manufacturing: Tata Motors & Component Suppliers

Context:
Tata Motors, in some strategic partnerships for new vehicle launches, uses profit-sharing agreements with key component manufacturers, especially for electric vehicles.

How it Works:
Instead of a fixed payment, suppliers receive a percentage of net profits from vehicle sales. This incentivizes suppliers to maintain quality and innovation, as their earnings grow with the success of the vehicle line.

6.. Pharmaceuticals: Dr. Reddy’s Laboratories & International Licensing Partners

Context:
Dr. Reddy’s Labs has entered into profit-sharing arrangements with overseas pharma companies for co-developed or out-licensed drugs.

Details:
After deducting manufacturing and marketing costs, profits from drug sales in target markets are split between Dr. Reddy’s and the partner company, ensuring both share rewards and risks.

7. E-Commerce: Flipkart & Private Label Brands

Context:
Flipkart collaborates with private label brands on a profit-sharing basis for exclusive product launches.

Mechanism:
Instead of buying inventory outright, Flipkart agrees to share profits (after costs) from sales of the product line, encouraging both parties to invest in marketing, quality, and supply chain efficiency.

8. Media & Entertainment: Zee Music & Independent Artists

Context:
Zee Music often enters profit-sharing contracts with independent artists for digital releases.

How it Works:
After deducting promotion and distribution costs, remaining profits from streams and digital sales are split between the label and the artist, allowing both to benefit from a song’s popularity.

Summary Table

Sector	Parties Involved	Share in Profits Model	Example/Case Study
Film Production	Producers & Distributors	Profits post-expenses split among stakeholders	Pathaan, Mission Mangal
Talent Contracts	Producers & Actors	Actor receives % of net profits	Akshay Kumar, Shah Rukh Khan
OTT Originals	Producers & Platforms	Profit share from syndication/merchandising	Sacred Games/Netflix
Sports/Franchises	League, Franchise, Players	Profits shared as bonuses or dividends	IPL teams

In summary: The share in profits model is increasingly popular in Indian films, OTT, and sports, fostering collaboration, aligning incentives, and maximizing value for all parties involved. Thorough negotiation and transparent accounting are crucial

Methods of generating ideas and creating problem-solving

Atish Singh January 18, 2026

1. Six thinking hats

The six types or “Thinking Hats,” are

2. Brainstorming

The brainstorming method yields measurable significance by generating a large quantity of thoughts and ideas. This collection provides a diverse range of possible answers to the problem.

3. Problem inventory analysis

The problem inventory method is a method for obtaining new ideas and solutions by focusing on problems. Here, instead of creating new ideas, the consumers are provided with a list of problems and discuss them. After discussing various issues with consumers, this method either addresses all problems with solutions or helps develop an entirely new product and idea.

4. Focus group

In this technique, a group of individuals provide information in a structured format. Mediators lead a group through an open discussion and ask direct questions or ask for member responses and actions.

5. Reverse thinking

This problem-solving method or technique asks us to think differently. Instead of working on the problem in front of us, problem solvers work on the opposite of it.

6. Mind mapping

Mind mapping is a technique of presenting the information. It is very common in various creative fields. In this technique, an individual or leader writes down the problem on a whiteboard and then surrounds it with words that point out the things that you feel you may need in order to solve it.

7. Synectic

George M. Prince and William J.J. Gordon established this technique. In this technique, an individual takes a thing apart and then puts it back together. In this way, it helps to have a healthier idea of how things work. It is generally categorized as a creative problem-solving method along with lateral thinking and brainstorming.

8. Lateral thinking

Lateral thinking is a method of philosophy that looks for a solution to a determined issue through conventional methods that would generally be ignored by logical thinking. It may also be defined as a way to solve problems by an indirect approach.

OTT & Theatrical Synergy: Netflix, Amazon Prime Video, JioCinema, Hotstar strategies

Atish Singh January 16, 2026

OTT & Theatrical Synergy

Netflix, Amazon Prime Video, JioCinema, Hotstar strategies
Pre-release buzz vs. post-release engagement

Introduction

The entertainment industry has undergone a significant transformation with the rise of over-the-top (OTT) streaming platforms alongside traditional theatrical releases. OTT platforms, such as Netflix, Amazon Prime Video, and Disney+, deliver content directly to viewers via the internet, bypassing conventional distribution channels. Meanwhile, theatrical releases continue to offer the communal, big-screen experience that remains a cornerstone of the film industry.

The synergy between OTT platforms and theatrical releases represents a dynamic shift in content distribution and consumption. Rather than existing as mutually exclusive options, these two modes increasingly complement each other. Theatrical releases can serve as high-profile events that build anticipation and buzz, while OTT platforms offer films a longer lifecycle, reaching wider and more diverse audiences.

This synergy enables filmmakers and studios to maximize revenue, enhance audience engagement, and experiment with new release strategies, such as simultaneous or staggered premieres. As consumer preferences evolve, the collaboration between OTT and theatrical channels is reshaping the future of entertainment, offering greater flexibility and accessibility while preserving the unique value of both experiences.

A. NETFLIX, AMAZON PRIME VIDEO, JIOCINEMA, HOTSTAR STRATEGIES

Here’s a refined and structured overview of OTT & theatrical synergy, including strategic approaches by Netflix, Amazon Prime Video, and JioHotstar (successor to JioCinema and Hotstar), along with illustrative case studies and film examples.

1. OTT & Theatrical Synergy: A New Distribution Paradigm
OTT platforms and theatrical releases are increasingly viewed not as competing channels, but as complementary tools. Theatrical runs can build cultural impact and prestige, while OTT ensures wider reach and longer tail viewership. This synergy allows studios and platforms to optimize both revenue and audience engagement.

2. Netflix Strategies

Awards-Driven Limited Theatrical Runs
Netflix frequently employs short theatrical releases to qualify for awards while prioritizing streaming. Roma (2018), for example, premiered in select theaters across 42 countries just three weeks before streaming, earning 10 Oscar nominations and winning Big Three awards.
“Sneak-Preview” Hybrid Model
More recently, Netflix experimented with a hybrid model for Glass Onion: A Knives Out Story—a 17-day theatrical run in 696 U.S. theaters, followed by a blackout period before streaming.
Major Blockbusters on IMAX
In 2025, Netflix announced a pivot toward large-scale theatrical engagement with Greta Gerwig’s The Chronicles of Narnia reboot. The film will play exclusively on around 1,000 IMAX screens across 90 countries for up to four weeks before debuting on Netflix, supported by a robust marketing campaign.

3. Amazon Prime Video Strategies

Traditional Wide Release for Prestige
Amazon broke ground earlier with Manchester by the Sea (2016), which secured a wide theatrical release (over 1,200 theaters) before streaming, earning critical acclaim and Best Picture nominations.
Hybrid Releases with Short Windows
A more recent example is Red One, which had a 28-day theatrical window before streaming on Prime Video. The film grossed $175 million globally and maintained strong box office retention.
Expanding Indian Theatrical Footprint
Starting in 2026, Amazon MGM Studios plans to release 3–4 Indian films theatrically each year before streaming, signaling a renewed focus on theatrical-first strategies in India.

4. JioHotstar (formerly JioCinema & Hotstar)

Platform Consolidation and Vertical Integration
In February 2025, JioCinema and Disney+ Hotstar merged under the JioStar joint venture, launching JioHotstar, which now combines extensive content libraries and sports rights with vertical distribution control.
OTT-After-Theatrical Model in Indian Cinema
Several Indian films have followed a traditional theatrical-first release before transitioning to streaming on JioHotstar:

• Subham (Telugu horror-comedy) – theatrical release on May 9, 2025; OTT debut on JioHotstar from June 13, 2025.
• DNA (Tamil thriller) – theatrical release on June 20, 2025; OTT streaming from July 19, 2025.
• Ronth (Malayalam crime thriller) – theatrical release mid-June 2025; OTT from July 22, 2025.
• Sweetheart! (Tamil romantic comedy)—theatrical release March 14, 2025; OTT from April 11, 2025.

Direct OTT Releases & Mixed Strategies
Sarzameen (Hindi action drama) skipped theatrical release and launched directly on JioHotstar on July 25, 2025.
Soothravakyam (Malayalam suspense thriller) was released theatrically on July 11, 2025; its OTT rights were acquired by Lionsgate Play and Amazon Prime Video in August.

5. Key Insights and Comparative Analysis

Netflix focuses on prestige and cultural buzz through strategic theatrical windows, with recent expansion into large-scale blockbusters to amplify global impact.
Amazon Prime Video balances prestige (wide releases) with efficiency (short theatrical windows), especially in markets like India.
JioHotstar benefits from full vertical integration, enabling flexible release strategies—from traditional theatrical runs to direct OTT premieres—tailored to regional content and audience preferences.

6. Case Study Highlights

Roma (Netflix): Prestige-driven theatrical release, Oscar recognition.
Glass Onion: Hybrid sneak-preview model.
Narnia Reboot: IMAX-first strategy.
Manchester by the Sea (Amazon): Traditional theatrical-first success.
Red One: Short-window hybrid release.
Subham, DNA, and Ronth: Indian films with clear theatrical-to-OTT trajectories.
Sarzameen: Direct OTT premiere.
Soothravakyam: Theatrical release with multi-platform OTT licensing.

B. PRE-RELEASE BUZZ VS. POST-RELEASE ENGAGEMENT

Below is a structured analysis of OTT & Theatrical Synergy: Pre-release Buzz vs. Post-release Engagement, including international and national (Indian) case studies, film examples, and a summary.

OTT & Theatrical Synergy:

Pre-release Buzz vs. Post-release Engagement

1. The Concept

Pre-release Buzz:
The excitement and anticipation generated before a film’s release are driven by marketing, trailers, social media, star cast, and exclusive previews—especially through theatrical premieres.
Post-release Engagement:
The sustained interaction and discussion after the film’s release, primarily supported by OTT availability, social media trends, user reviews, memes, and repeat viewing.

Synergy:
Theatrical releases create event-like anticipation (buzz), while OTT ensures the film remains in the cultural conversation, accessible to broader audiences for a longer period (engagement).

2. International Case Study: Glass Onion: A Knives Out Mystery (Netflix, 2022)

Pre-release Buzz:
Netflix gave the film a limited one-week theatrical run in major markets before streaming. The star-studded cast, mystery genre, and director Rian Johnson’s reputation generated massive media and social media attention.
Result: Sold-out shows, headlines about Netflix’s rare theatrical move, and Oscar buzz.
Post-release Engagement:
After streaming began, the film trended globally on Netflix, sparking meme culture, fan theories, and extensive online discussion. The accessibility on OTT enabled viewers who missed the theatrical window to watch and discuss it, keeping the film relevant for weeks.

3. National (Indian) Case Study: Jawan (2023)

Pre-release Buzz:
Starring Shah Rukh Khan, Jawan had a massive promotional campaign, with trailers, music launches, and nationwide media coverage. The theatrical release was treated as a cultural event; advance bookings broke records.
Post-release Engagement:
After an extremely successful theatrical run, the film debuted on Netflix. The OTT release sparked renewed conversations, with fans dissecting plot twists, sharing clips, and introducing the film to new audiences who hadn’t seen it in theaters. The #JawanOnNetflix trend brought the film back into the spotlight, amplifying its lifecycle.

4. Comparative Examples

International:
- Roma (Netflix): Limited theatrical run for Oscar buzz, then global post-release discussion upon streaming.
- Dune (Warner Bros.): Simultaneous release in theaters and HBO Max. Pre-release anticipation for visuals, post-release engagement focused on accessibility and rewatchability online.
National (India):
- RRR (2022): Extensive theatrical campaign, followed by viral OTT popularity on Netflix and ZEE5, which reached international audiences and fueled post-release social media trends.
- Shershaah (2021): Skipped theatrical release due to COVID-19 but leveraged OTT (Amazon Prime Video) for post-release engagement, with songs and scenes trending long after launch.

5. Summary

Pre-release Buzz is most effectively built through theatrical events, media campaigns, and exclusivity, making the release an “event.”
Post-release engagement thrives on OTT platforms, which provide longevity and accessibility and encourage ongoing discussions, memes, and repeat viewing.
The synergy of these strategies maximizes both box office returns and long-term popularity, as seen in both international and Indian contexts.

In essence:
Theatrical releases ignite anticipation and cultural excitement, while OTT platforms ensure films remain relevant, discussed, and accessible—prolonging their impact well beyond opening weekend.

Designing Publicity Assets (Canva, Adobe Premiere Pro, CapCut, InShot)

Atish Singh January 15, 2026

Designing Publicity Assets

Motion posters, lyric videos, BTS reels
Tools: Canva, Adobe Premiere Pro, CapCut, InShot

Introduction

In the vibrant and diverse landscape of Indian cinema, designing effective publicity assets is a vital part of a film’s promotional strategy. Publicity assets encompass a range of creative materials—such as motion posters, teaser trailers, lyric videos, behind-the-scenes reels, and social media graphics—that are used to generate buzz and attract audiences both before and after a film’s release.

Indian films cater to a wide range of linguistic, cultural, and regional audiences. As a result, publicity assets must be crafted thoughtfully to resonate with different segments while maintaining a consistent brand identity for the film. These materials are not only designed to inform audiences about the film’s release but also to create excitement, establish visual identity, and connect emotionally with viewers.

With the advent of digital media and social platforms, the design and distribution of publicity assets have become more dynamic and interactive. Filmmakers and marketers now use advanced tools such as Canva, Adobe Premiere Pro, CapCut, and InShot to produce high-quality, engaging content that can be quickly adapted for various online and offline channels.

In summary, the art of designing publicity assets for Indian films plays a crucial role in shaping public perception, driving audience engagement, and ensuring a film’s commercial success in a highly competitive market.

Here are four movie case studies—two old and two new—highlighting the design and impact of publicity assets such as motion posters, lyric videos, and BTS (behind-the-scenes) reels, as well as the tools used in their creation:

I. MOTION POSTERS, LYRIC VIDEOS, BTS REELS

Here’s an analysis of motion posters, lyric videos, and BTS (behind-the-scenes) reels in Indian film marketing, with case studies of both old and new movies:

1. Motion Posters

Old Movie Example: “Ghajini” (2008)

Innovation: One of the first Indian films to use a motion poster for promotion.
Impact: The animated poster, featuring Aamir Khan’s muscular look and the film’s intense theme, created immense pre-release buzz and set a trend for dynamic digital promotional materials.

New Movie Example: “KGF: Chapter 2” (2022)

Modern Use: High-quality motion posters introducing lead characters were released online.
Impact: The visually rich and animated posters were widely shared on social media, attracting national attention and building anticipation across linguistic audiences.

2. Lyric Videos

Old Movie Example: “Dil Se” (1998)

Approach: Songs like “Chaiyya Chaiyya” were promoted through TV music channels with on-screen lyrics, though not as stylized as today’s lyric videos.
Impact: Made the songs accessible, allowing audiences to sing along and increasing recall value.

New Movie Example: “Pushpa: The Rise” (2021)

Strategy: Official lyric videos for songs like “Srivalli” and “Daakko Daakko Meka” were released on YouTube, featuring animated text and visuals from the movie.
Impact: These videos went viral, contributing to the songs’ popularity even before the movie’s release, and helping the film reach pan-Indian audiences.

3. BTS (Behind-the-Scenes) Reels

Old Movie Example: “Lagaan” (2001)

Method: Special behind-the-scenes TV features showcased the making of the cricket sequences and the film’s scale.
Impact: Helped audiences appreciate the effort and authenticity, enhancing the movie’s prestige and word-of-mouth promotion.

New Movie Example: “Pathaan” (2023)

Modern Approach: Short BTS reels were released as Instagram Reels and YouTube Shorts, highlighting action training, stunts, and candid moments with the cast.
Impact: Created a sense of excitement, allowed fans to connect with the stars, and drove engagement across digital platforms.

Summary Table

Asset Type	Old Movie Example	Impact	New Movie Example	Impact
Motion Poster	Ghajini (2008)	Created trend, built anticipation	KGF: Chapter 2 (2022)	Went viral, expanded reach
Lyric Video	Dil Se (1998)	Song recall, audience engagement	Pushpa (2021)	Viral reach, pre-release song success
BTS Reel	Lagaan (2001)	Built credibility, audience connection	Pathaan (2023)	Social media buzz, fan engagement

Conclusion:
Motion posters, lyric videos, and BTS reels have become increasingly sophisticated and vital to film marketing over time. Old films laid the groundwork, while new movies leverage digital platforms and innovative design to maximize reach, hype, and audience connections.

II. TOOLS: CANVA, ADOBE PREMIERE PRO, CAPCUT, INSHOT

Here’s how tools like Canva, Adobe Premiere Pro, CapCut, and InShot are used in the creation of publicity assets for films, with examples and case studies from both old and new movies:

1. Canva

Use:

Design posters, social media graphics, infographics, event invites, and simple motion assets.

Film Examples:

Old Movie (“Dilwale Dulhania Le Jayenge”, 1995):
- While Canva wasn’t available, similar graphic design tools were used for creating posters and lobby cards. If the movie were promoted today, Canva would be used for Instagram posts and fan engagement graphics.
New Movie (“RRR”, 2022):
- Canva was used by the marketing team for rapid creation of shareable social media posters, countdown graphics, and regional language promotional posts, helping the film’s pan-India appeal.

2. Adobe Premiere Pro

Use:

Professional video editing for trailers, teasers, motion posters, lyric videos, and BTS reels.

Film Examples:

Old Movie (“Lagaan”, 2001):
- Early digital editing suites like Adobe Premiere were used to cut trailers and TV promos, as well as to stitch together BTS featurettes aired on television.
New Movie (“Pathaan”, 2023):
- Adobe Premiere Pro was central for editing sleek trailers, high-adrenaline BTS reels, and music video teasers released across YouTube and social media.

3. CapCut

Use:

Mobile-friendly, quick video edits for TikTok/Reels, meme videos, short lyric clips, and influencer collaborations.

Film Examples:

Old Movie (“Kabhi Khushi Kabhie Gham”, 2001):
- While CapCut did not exist, similar short-form edits for TV spots were done with available tools. If promoted today, CapCut would be used for meme edits and Instagram Reels.
New Movie (“Jawan”, 2023):
- CapCut was widely used for snappy, viral BTS clips, dance challenges, and fan engagement reels, making the promotional content more accessible and shareable.

4. InShot

Use:

Quick edits, resizing videos for different platforms, adding text, stickers, and effects for Instagram Stories and Facebook posts.

Film Examples:

Old Movie (“Dil Se”, 1998):
- Modern re-releases or anniversary promotions use InShot for creating retro-style lyric videos and throwback content for social media.
New Movie (“Pushpa: The Rise”, 2021):
- InShot was used to cut and format lyric videos, dialogue snippets, and dance step tutorials for Instagram and YouTube Shorts, driving fan challenges and trends.

Summary Table

Tool	Function in Film Publicity	Old Movie Example	New Movie Example
Canva	Posters, social graphics	DDLJ (if today)	RRR
Adobe Premiere Pro	Trailers, BTS reels, lyric videos	Lagaan	Pathaan
CapCut	Short-form, mobile-friendly video assets	K3G (if today)	Jawan
InShot	Quick edits for stories, lyric cutdowns	Dil Se (modern promos)	Pushpa: The Rise

Conclusion:
Modern tools like Canva, Adobe Premiere Pro, CapCut, and InShot have transformed film publicity, making high-quality graphic and video content creation accessible, efficient, and tailored for a digital, social-first audience. Old movies relied on traditional editing suites, while new films leverage these tools for engaging and viral promotions.

Influencer & Celebrity Collaborations

Atish Singh January 15, 2026

Influencer & Celebrity Collaborations

Bollywood stars, regional influencers, YouTube reviewers.
Paid vs. organic buzz: leveraging fan clubs and fandoms

Introduction

Collaborations with Bollywood stars, regional influencers, and YouTube reviewers have become essential strategies in movie marketing. There’s a significant difference between paid promotions (official endorsements, paid appearances, sponsored content) and organic buzz (word-of-mouth, fan-driven trends, viral moments). Let’s look at how both approaches have been used in old and new movies:

Case Studies & Examples

Old Movie: “Dilwale Dulhania Le Jayenge” (1995)

Influencer/Celebrity Engagement:
- In the 90s, while digital platforms were absent, SRK (Shah Rukh Khan) and Kajol made multiple TV and radio appearances.
- Organic Buzz: Word-of-mouth and fan clubs, especially among young audiences, played a key role. Fans organized screenings and events, keeping the film alive in public memory—leading to its record-breaking run in theaters.
- Fandom Leverage: The film’s songs and dialogues were widely shared, and the cast’s charisma turned them into youth icons, encouraging organic fan-driven promotion.

New Movie: “Jawan” (2023)

Bollywood Star Power:
- Shah Rukh Khan collaborated with major YouTube reviewers and regional influencers to promote the movie.
- Paid Promotions: Official movie trailers and songs were released exclusively through popular YouTube channels, and influencers were invited to special screenings.
- Organic Buzz: SRK’s massive fan clubs created viral trends on Twitter/X, Instagram Reels, and Facebook, sharing memes, dance covers, and reaction videos.
- Regional Influencers: The film’s multi-language release led to collaborations with South Indian stars and influencers, expanding its reach.

Hybrid Example: “KGF: Chapter 2” (2022)

Regional Influencers:
- The producers engaged Kannada, Telugu, Tamil, and Hindi influencers for paid promotions and preview events.
Organic Buzz:
- Fan armies shared posters, created hashtag trends, and made fan edits—these were not sponsored but driven by genuine excitement.
- YouTube reviewers like Filmi Indian and BeYouNick reviewed and discussed the movie, blending paid and organic content.

Summary Table

Movie	Paid Promotion Example	Organic Buzz Example
DDLJ (1995)	TV/radio interviews by actors	Fan clubs, word-of-mouth, iconic scenes
Jawan (2023)	Influencer screenings, YouTube collaborations	Viral hashtags, fan content, meme culture
KGF: Chapter 2 (2022)	Influencer previews, regional tie-ins	Fan edits, social media trends, reactions

Key Insights

Paid collaborations ensure wide, targeted reach and control over messaging.
Organic buzz builds credibility and longevity, often driven by passionate fandoms and regional influencers.
The most successful marketing campaigns blend both, leveraging star power and fan enthusiasm for maximum impact.

Shocking Advertising & Controversial Advertising

Atish Singh January 3, 2026

A. Shocking Advertising

Introduction

Shock advertisements can be shocking and offensive for various reasons, and violations of social, religious, and political norms can occur in many different ways. The use of shocking content in advertising appeals has been widely adopted. It is effective and possibly leads to increased brand awareness and an increase in sales volume.

Shock advertising is defined as the use of intentional, offensive, controversial, and attention-grabbing advertising to sell a particular product or idea. Resulting from this definition, there are seven types of shock appeals that marketers can use to shock the audience.

Disgusting images that include images containing blood, killing, body parts, cavities, disease, parasites, death, or bodily harm.
The images may also contain sexual references, such as masturbation, nudity, or sexual acts.
Vulgarity/obscenity refers to the use of swear words, rude gestures, or racial captions.
Vulgarity applies to pictures/acts that are distasteful, lack sophistication, and are crude, for example, farting or nose picking.
Indecency, also known as indecency, refers to a breach of social decency and etiquette.
Moral offensiveness occurs when images depict innocent people or animals being harmed, showcase uncalled-for violence or sex, involve individuals who provoke violence (such as Mussolini, Hitler, or Mao Tse-tung), display unfair behavior, or feature children in uncomfortable situations.
Religious restrictions occur when marketers inappropriately use religious or spiritual symbols or individuals.

Impact of Shock on the audience

Advertisers, psychiatrists, and social scientists have long debated the effectiveness of shock advertising. Some scientists argue that shocking ads evoke stronger feelings among the consumers. One finding suggests “shocking content in an advertisement significantly increases attention, benefits memory, and positively influences behavior. Moreover, consumers are more likely to remember shocking advertising content over advertising content that is not shocking. But if a consumer finds a certain kind of advertising content threatening or disturbing, the message will be filtered out. An example of this is a heavy smoker who could be filtering out a picture of a cancer-sick lung since the content could be perceived as disturbing and uncomfortable.

Advertisements that exploit negative emotions to induce shock do not elicit positive emotions in the audience. Therefore, using shock advertising may evoke negative feelings whenever customers see the brand logo or company name, leading to discomfort alongside brand recall.

In case of a cause or an issue, using shock advertising can work by getting the attention the cause deserves and getting people interested in contributing or working for it. It can sensitize people to other cultures and ways of life. Causes like child abuse, domestic violence, lung cancer, AIDS, and animal rights (PETA) have used shock advertising very effectively in the international context. This implies that consumers will filter out advertising content they deem threatening or disturbing.

Shocking advertisements in India

BF. Controversial Advertising

Introduction

In their natural state, people don’t think many deep thoughts and keep themselves occupied with immediate tasks and mildly pleasant ideas that keep them safe from fear or worry whenever they can.

Advertising has long been recognized—and criticized—as an efficient way to persuade us to spend our money. But sometimes the “Mad Men” have chosen to take a risk, go beyond the “soft sell,” and seek to challenge the way we think.

They have flirted with race, religion, sexual orientation, and more to make people question their belief systems—and boost their brand at the same time. As any idea that is calculated to wound the feelings and arouse anger, disgust, or outrage in the mind of a reasonable person can be viewed as offensive, it’s not hard to see why one man’s controversial idea is another man’s offensive idea. As practically everyone thinks he/she is a reasonable person, it’s not straightforward to cross that fuzzy line.

The controversial advertisements can be shocking and offensive for a variety of reasons, and violations of social, religious, and political norms can occur in many different ways. They can include a disregard for tradition, law, or practice (e.g., lewd or tasteless sexual references or obscenity), defiance of the social or moral code (e.g., vulgarity, brutality, nudity, feces, or profanity), or the display of images or words that are horrifying, terrifying, or repulsive (e.g., gruesome or revolting scenes or violence).

Some advertisements may be considered shocking, controversial, or offensive not because of the way that the advertisements communicate their messages but because the products themselves are “unmentionables” not to be openly presented or discussed in the public sphere. Examples of these “unmentionables” may include cigarettes, feminine hygiene products, or contraceptives.

However, there are several products, services, or messages that could be deemed shocking or offensive to the public. For example, advertisements for weight loss programs, sexual- or gender-related products, clinics that provide AIDS and STD testing, funeral services, groups that advocate for less gun control, and casinos, which naturally support and promote gambling, could all be considered controversial and offensive advertising because of the products or messages that the advertisements are selling. Shocking advertising content may also entail improper or indecent language, like French Connection’s “fcuk” campaign. There are some controversial advertisements in India, as follows.

1. This Footwear Ad

Milind Soman and Madhu Sapre posed naked for this brand with nothing but shoes and a python on them. Social activists as well as animal rights activists caused a huge furor over this advertisement.

2. This denim print ad

To drive the concept of second skin home, a popular denim brand shot a print ad that featured three hot models clad in their jeans and skin-colored innerwear. At first glance, it seemed as if the models were topless. Furthermore, to promote this brand, Akshay Kumar asked Twinkle Khanna to unbutton his jeans when he walked the ramp at Lakme Fashion Week 2010.

3. Jewelry print ad:

Lastly, the ad was forced to be pulled down after receiving heavy criticism on social media for featuring a dark-skinned kid who is struggling to hold a parasol on top of Aishwarya Rai’s head. There have been accusations of the ad being racist in nature and promoting child labor.

4. Levis

In 2008, Kangana Ranaut in the Levi’s ‘Stuck On You’ campaign stopped people in their tracks. The fashionista appears atop a shirtless model in one of the photos.

5. Fair & Handsome Cream

Bollywood’s King Khan came under fire for endorsing a skin-lightening cream product a couple of years ago. The advertisement led to an online campaign titled Dark and Beautiful, which urged not only the star but also the brand to stop promoting and encouraging fairness creams. A lot of people backed the campaign’s cause, including Aamir Khan, who said that he would never promote such products. But King Khan kept mum on the whole controversy and still promotes the brand.

6. Candy Ad

A candy commercial got Big B in hot water when he was shown pelting stones at a mango tree. According to the Advertising Standards Council of India, children could imitate his actions, leading to dangerous consequences. The advertisement was later taken down.

Impact of controversial advertisement on society

When one thinks of advertising, one normally thinks of advertising that coerces or persuades one to try a product. But there is another form of advertising, used less often but used amazingly well in certain campaigns where immediate attention and discussion are needed, namely controversial advertising.

Defined traditionally as advertising that “deliberately, rather than inadvertently, startles and offends its audience by violating norms for social values and personal ideals.” Controversial advertising generally uses disturbing and graphic imagery and slogans that disturb in order to draw immediate attention to the issue at hand.

Causes or issues that require public opinion mobilization primarily employ controversial advertising. It can be used effectively to cut clutter, create buzz, and get a social service message across. In fact, public service campaigns and social issues use controversial advertising to the greatest effect. Causes like child abuse, domestic violence, lung cancer, AIDS, and animal rights (PETA) have used controversial advertising very effectively in the international context.

Some brands, like United Colors of Benetton, have also used controversial advertising to communicate social messages, thus associating the brand with a social image rather than keeping it purely a fashion brand. The advertising for this brand has been consistently provocative, with a newborn baby, a dying AIDS patient, and such images being used in its campaigns. The visuals often have no relevance to the product and are considered by some to be graphic, gory, and tasteless. In fact, Benetton is seen as the company that pioneered the concept of controversial advertising in the late 1980s.

Some controversial advertising might not use gory visuals but might use language or metaphors that are not acceptable culturally and which might be controversial. For instance, the fashion brand French Connection got its moment of fame when it abbreviated French Connection, UK, and got a word, FCUK, which it used.

The controversial advertising has been much discussed among media watchers and with those who study the psychology behind advertising. According to scientists, controversial ads bring out stronger feelings among consumers, with the ad getting more attention, remaining in the memory, and influencing behavior as well. Incidentally and not surprisingly, advertising that is controversial tends to be recalled better than regular advertising.

Shock advertising is a double-edged sword. It can generate interest in the brand, or it can generate extremely passionate and negative feelings towards the brand, which could impact the brand negatively. Benetton, for instance, used religious taboos (a picture of a priest and nun kissing), cultural taboos (the visual of a Black woman feeding a white baby), a death row inmate’s thoughts, and an AIDS patient on his deathbed. These images are ones that force the viewer to confront and deal with their inherent biases and prejudices and can result in negative feelings for the brand.

On the flip side, the advertising has resulted in positive feedback for the brand for talking about difficult issues and taking a stand on social and environmental issues. To quote Oliviero Toscani, the photographer for some of the most controversial ads Benetton produced, about the ad of the man dying from AIDS, his attempt was “to use the forum of poster advertising to make people aware of this [AIDS] tragedy at a time when no one dared to show AIDS patients.” At that point, when no one was talking about AIDS, this ad was considered radical.

Another brand that has courted international controversy is the Calvin Klein jeans ads, which had young models in very soft porn poses, with some models as young as 15. In India, the Tuff Shoes campaign, which showed models Milind Soman and Madhu Sapre with a snake wrapped around them, courted an obscenity case and controversy but definitely got attention. However, most advertising in India does tend to play it safe.

Shock advertising is used to effect in campaigns like anti-tobacco and smoking campaigns, where visuals of diseased lungs or of cancerous tumors are used to put people off smoking. Visuals of smokers’ faces and lips being hooked through with fishhooks were used to show that they were hooked on smoking. Other campaigns for Child Abuse Awareness, for instance, show disturbing visuals of an assaulted child to encourage awareness about this issue.

The Breast Cancer Fund internationally ran a poster campaign that showed women in lingerie in poses like lingerie ads, but with mastectomy scars in place of their breasts. Many publications refused to run these ads, but they were a shocking reminder to women to check their breasts regularly. For a brand, shock advertising is a little dangerous because of the potential negative fallout. But for a cause or an issue, using shock advertising can work by getting the attention the cause deserves and getting people interested in contributing or working for it or modifying their behavior accordingly.

The positive impact of shock advertising, when it deals with social and cultural taboos, is that it can sensitize people to other cultures and ways of life.

A negative fallout of shock advertising is that continuous exposure to it desensitizes us, and it becomes a blind spot. To remain relevant, shock advertising should constantly innovate, be topical, and be something that touches a core belief or value in a way that shakes up the viewer.

Consumer Advertising

Atish Singh January 2, 2026

Introduction

An advertisement is a communication that promotes a product or a facility or gives information to the public. Advertisements may take many forms, such as press advertisements in newspapers or magazines, television and radio advertisements, or signs in shops. Advertisements are mainly made to encourage consumers to buy exact products or services.

Advertising can be directed at the final user of a product or service, in contrast to advertising aimed at businesses and industries. Sometimes customer advertising is directed toward a purchaser of a product or service who will then pass on that product or facility to its ultimate consumer, as in the holder of pet food advertising. Most radio, television, newspaper, and magazine commercials and advertisements are customer advertising.

The consumer is the final user of a product or service. The consumer is not always the customer of a product. In the case of pet food, for example, the pet is officially the consumer because it is the final user, although of course the advertising is aimed at the pet owner.

Consumers are careful to be the users of the final product.

This format is in contrast to industrial advertising, which is particularly directed and marketed toward businesses. The aim of consumer advertising is to introduce, or sometimes re-introduce, products and services to families and private individuals for daily use and expenditure. These can be automobiles for family use, household appliances, home electronic devices, clothes, books, movies, and now just about anything else normally found in an individual or family household.

Advertising is often designed to be strategic and manipulative. By targeting a specific demographic, consumer advertising is able to connect with the common hopes, fears, dreams, and needs of that target group and use that correlation to create product desire. This is often seen through the use of sexuality and provoking images directed at certain genders, language and images pleasing to a specific age variety, highlighted beliefs and values planned to be held in common between manufacturers, businesses, and consumers, and several other methods of consumer advertising.

An effort is made to appeal to a consumer’s sense of self-image and wish to appear confident to other people, despite whether the product actually does what the advertising claims. Though the result may be somewhat misleading advertising, these methods are habitually quite effective.

Consumer advertising refers to advertising on purchaser-generated media. This phrase typically refers to sponsored content on blogs, wikis, social networking websites, and personal websites. This sponsored substance is also known as sponsored posts, paid posts, or sponsored reviews. The substance includes links that point to the home page or precise product pages of the website of the sponsor. Examples include Diet Coke and Mentos videos and Star Wars fan films.

This is advertising. Your mind is being sold to these advertisers. Advertising is the promotion of products or services. This process provides companies with a method to present their products to consumers, thereby maximizing their sales potential. Without advertisement, not a single firm or company can develop in this world of competition.

Like all other aspects, advertising has both positive and negative points. If it has positive features that impact society socially and economically, then it also has negative impacts. Advertising a public interest program positively impacts society, while featuring a sensationalized woman in an advertisement negatively affects societal perceptions.

Advertising can also be used to tell the public about social events like concerts and performances. Charities can use media to advertise about the illnesses and persuade people to offer assistance. Social organizations and NGOs can use the means of advertisement for promoting their campaigns. Looking for help through advertisement during epidemics or natural calamities can help a lot.

So, I can say that advertising has positive as well as negative impacts on society. We should focus more on balancing what is required and what is really not required. Advertisement can create satisfaction but can also simultaneously create unhappiness. Our society and the marketing of products depend so badly on advertisement that even its negative impact on society can’t compensate for the many positive social and economic effects.

Types of Consumer Advertising

A successful advertising campaign will spread the word about your products and services, attract customers, and generate sales. Whether you are trying to persuade new customers to buy an existing product or beginning a new service, there are many options to choose from. The following list is an introduction to an advertising campaign that you could use.

1. Newspaper: Newspaper advertising can expose your business to a wide range of customers. Display advertisements are to be found throughout the paper, while classified schedules are under subject headings in a precise section.

If your products require to be displayed in color, then glossy advertisements in a magazine can be ideal, though they are normally more expensive than newspaper advertisements.

3. Radio: Advertising on the radio is a fantastic way to reach your target audience. If your target market listens to a particular station, then regular advertising can draw new customers.

4. Television: Television has a widespread reach, and advertising this way is perfect if you supply to a large market in a large area. Television advertisements have the advantage of sight, sound, movement, and color to influence a customer to buy from you. They are mostly useful if you need to reveal how your product or service works.

Directories

Directories catalogue businesses by name or category (e.g., Yellow Pages phone directories). Customers who refer to directories have often previously made up their mind to buy; they just need to make a decision about who to buy from.

Outdoor and Transit

There are numerous ways to advertise outside and on the go. Outdoor billboards can be signs by the road or hoardings at sports stadiums. Transit advertising can be posters on buses, taxis, and bicycles. Large billboards can get your message across with a big impact.

Direct Mail

Direct mail means writing to customers directly. The more specific your mailing list or distribution area, the more of your target market you will reach. A direct mail approach is more personal, as you can choose your audience and plan the timing to suit your business.

Online

Other ways to advertise your business online include promoting your products or services on social media sites, blogs, search engines, and other websites that your target audience visits.

Elements of copy: Headline, Subheadline, Layout, Body copy, Types of copy and slogan, creating a storyboard

The significance of the Company signature, Slogan, Tagline, and illustration in advertising and radio commercial creation lies in their use of words, sounds, clarity, and coherence.

Contracts and Negotiations: Revenue sharing model, Minimum guarantee model, Share in profits model

Methods of generating ideas and creating problem-solving

OTT & Theatrical Synergy: Netflix, Amazon Prime Video, JioCinema, Hotstar strategies

Designing Publicity Assets (Canva, Adobe Premiere Pro, CapCut, InShot)

Influencer & Celebrity Collaborations

Shocking Advertising & Controversial Advertising

Consumer Advertising

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Elements of copy: Headline, Subheadline, Layout, Body copy, Types of copy and slogan, creating a storyboard

The significance of the Company signature, Slogan, Tagline, and illustration in advertising and radio commercial creation lies in their use of words, sounds, clarity, and coherence.

Representation of Dalits, Tribals and Economically weaker sections of Society

Representation of LGBTQ community in media