With firms considering squeezing their marketing budgets, digital channels have become the main mode of advertising and the number one go-to choice for small firms with a low marketing budget.

Social media, search engines, and emails allow firms to reach specific audiences without overspending, offering scalable solutions that fit diverse marketing needs. 

This trend underscores a broader shift in advertising priorities, favouring affordability and efficiency over intricate high-budget campaigns.

This year saw innovative viral campaigns that combined humour, technology, and personalised messaging to captivate audiences. These campaigns not only resonated with viewers but also demonstrated the innovative potential of digital marketing strategies. 

“More than 50% of startups operate on a low budget so they need to ensure their marketing techniques are targeted and serve a clear purpose. Poorly handled campaigns fail when they don’t understand their audience, misjudge cultural values, or make claims that are hard to believe. For example, using sensitive topics in a campaign without care or connection can seem insensitive and lead to criticism,” says Prady Kumaar, CEO and Co-founder, NP Digital India.

However, not all campaigns hit the mark, with many backfiring due to poorly conceived messaging or a lack of cultural sensitivity.

Such missteps led to negative sentiment on social media, with floods of criticism highlighting tone-deaf or offensive content. 

The backlash often forced brands to issue public apologies and address reputational damage, illustrating the thin line between innovation and insensitivity in modern marketing.

The allure of viral campaigns

Digital marketing has revolutionised how brands interact with their audiences. Successful campaigns can catapult brands into the spotlight through a variety of factors, including creating engaging and relatable content that resonates with audiences, deploying a multi-channel approach, and crafting campaigns that reach out to them on a personal level.

Brands like Zomato, YesMadam, and Bombay Shaving Company have all attempted to create impactful campaigns. While some succeeded, others faced severe backlash, illustrating the risks of navigating this space.

When marketing misses the mark

Marketing missteps often stem from poorly thought-out messaging or a lack of cultural sensitivity. Below are key examples of recent campaigns that sparked controversy:

YesMadam’s workplace stress controversy

The home salon services company faced public outrage for a LinkedIn post claiming it fired 100 employees for being stressed. The post, intended as a campaign to highlight workplace mental health, was criticized for its insensitivity. Following the backlash, YesMadam issued a statement clarifying its intent and apologised for the miscommunication.

Mayank Arya, Co-founder and CEO of YesMadam, issued an apology, acknowledging the misaddressed campaign and its unintended impact.

“Our intentions were rooted in addressing workplace stress and fostering a healthier work culture. However, we understand that the approach taken was inappropriate and led to unfavourable feedback. I deeply regret any confusion or discomfort caused by this initiative. There was no panic within the office, as everyone was informed about the campaign in advance. It was never our intention to harm or mislead anyone, and I extend my heartfelt apologies for any miscommunication,” he added.

“At YesMadam, we have always prioritised the well-being of our employees. The campaign was conceptualized with the genuine objective of raising awareness about mental health challenges in corporate and startup environments,” Mayank said.

Zomato’s chief of staff job posting

Zomato’s CEO, Deepinder Goyal, faced criticism for a job posting requiring candidates to pay a Rs 20 lakh fee in their first year. While the fee was intended to be donated to charity, it sparked debates about elitist and exploitative hiring practices. Critics argued that the unconventional approach alienated potential candidates, despite the company’s defence of the initiative as a filter for highly committed applicants.

Bombay Shaving Company’s misstep

In an ad meant to support Uttar Pradesh Class 10 topper Prachi Nigam, who faced online bullying for her facial hair, Bombay Shaving Company included the tagline: “We hope you never get bullied into using our razor.” The ad was criticized for being tone-deaf and exploitative. Despite the company’s defence, it was widely seen as lacking in empathy.

Poonam Pandey’s cervical cancer campaign

A death hoax campaign involving Poonam Pandey to raise awareness about cervical cancer also drew significant backlash. The digital marketing agency responsible later issued an apology, acknowledging the distress caused by their campaign.

Insights from experts

Marketing experts and influencers emphasise the importance of thoughtful and audience-centric campaigns.

Harish Bijoor, Founder of Bengaluru-based boutique consulting firm Harish Bijoor Consults Inc., warns against letting advertising overshadow brand strategy. 

“My big complaint with startups is the way they handle their marketing strategies today. Startups tend to mistake advertising to be strategy. It is important for the startup to appreciate that if there is a dog, the body of the dog is brand strategy and the tail is advertising. The tail must not wag the dog. The dog must wag the tail. Therefore marketing strategy comes first and advertising comes next. Unfortunately, a fair number of startups get excited by the sexy creative and get excited by moment marketing buzz and in the bargain, make the mistake of letting the tail wag the dog,” Bijoor explains.

In the age of social media, influencers hold a lot of sway over public perceptions, which in turn belies a responsibility that they have to be more discerning about the tone and goal of the marketing campaigns they choose to promote, believes content creator Dr Geetika Rawat, a dentist and content creator.

“As an influencer, I am trusted by many followers and at the same time I hold the ability to create meaningful conversations. If a brand’s campaign feels off, I can suggest changes or refuse to promote it. We should advocate for campaigns that are thoughtful and inclusive. Participating in ads that trivialise sensitive issues like mental health can feel like a betrayal to the audience. It’s better to step back than risk losing trust.” says Rawat.

“Transparency is the cornerstone of my work—I only endorse products I genuinely trust and always disclose partnerships or sponsorship. In addition, I prioritize inclusivity, authenticity, and respect in my content, avoiding stereotypes or exploitative messaging,” agrees Sunaina Rekhi, a yoga teacher and lifestyle influencer with half a million Instagram followers.

Vivek Goel, Founder and CEO of marketing firm Orange Owl, advises startups to focus on clear, data-driven go-to-market strategies that align with their target audience’s needs. Misaligned or misdirected messaging that doesn’t resonate with the audience can only lead to wasted budgets and missed opportunities, he cautions. 

“Startup marketing is about precision: 64% of successful startups target their audience strategically, while 86% of consumers prefer authentic brands. Choosing the right channels boosts engagement by 80%, and treating marketing as a conversation—not a monologue—enhances adaptability and trust, driving growth,” says Runki Goswami, Global Marketing Head at  Newgen Software.

Where to draw the line

Brands must tread carefully to avoid missteps that can harm their reputation. Some key principles to follow include:

Respecting sensitivities: Avoid exploiting personal or emotional topics for shock value or attention.

Transparency and authenticity: Ensure messaging aligns with the brand’s values and resonates genuinely with the audience.

Ethical data use: Avoid overly aggressive targeting or using customer data in invasive ways.

Testing campaigns thoroughly: Pre-test messaging with diverse audiences to identify potential areas of concern.

“Brands should avoid crossing the line into over-promising or being too aggressive in their campaigns. Authenticity is key—while pushing for conversions is important, campaigns should never mislead customers or use manipulative tactics. It’s important to ensure campaigns are consistent with the brand’s values and messaging, while also being respectful of the audience’s time and attention,” adds Goel.

Striking the right balance

Marketing in the digital age offers immense opportunities but comes with significant risks.

Brands must prioritise empathy, authenticity, and respect in their campaigns. By balancing creativity with responsibility, they can foster trust and build lasting relationships with their audiences. 

“Brands should know when to draw the line between a campaign that might be insensitive, misleading, or too intrusive. Campaigns should not take advantage of sensitive topics, make fantastical promises or cross the line in terms of personally invasive tactics, such as being too aggressive with targeting or using customer data in an unethical manner. A campaign’s approach should always be guided by transparency, respect and authenticity,” explains Kumaar.

“Ultimately, the line is drawn when a campaign risks damaging trust, harming the brand’s reputation, or alienating its audience,” he adds.

Hello,

If you’re a billionaire, you can build your own city.

In what is a real-life Cities: Skylines scenario, Elon Musk is planning to establish a city in coastal south Texas after he had earlier announced that he would shift SpaceX’s headquarters to Texas. His employees are now working hard to get the required support to create a municipality.

The name of the city? Starbase.

The large-scale project will help SpaceX lure talented employees, create infrastructure geared towards space exploration, and ease the tax burden on the company.

Such company towns have been in existence since the Industrial Revolution to give employees housing and jobs near their workplaces. India too has had a fair share of such industrial towns.

The most famous company town in India is Jamshedpur, which was created from the erstwhile village of Sakchi by Jamshedji Tata after he laid the foundation of India’s first steel plant in the city. Over 100 years later, it is now the largest city in Jharkhand.

Modinagar, located around 50 km from Delhi, is another company town founded by Gujarmal Modi in 1933 to establish the Modi Group of Industries. It is now home to around half a million residents.

However, company towns have a few downsides too as employees face extended working hours and limited job opportunities if the company declines.

In today’s newsletter, we will talk about 

• Marketing fails of 2024
• 2024: When drones dominated
• Building a big company from scratch

Here’s your trivia for today: According to Spotify Wrapped 2024, which was the most-streamed song of 2024?

Review 2024

Marketing fails of 2024

This year saw innovative viral campaigns that combined humour, technology, and personalised messaging to captivate audiences. However, not all campaigns hit the mark, with many backfiring due to poorly conceived messaging or a lack of cultural sensitivity.

“Poorly handled campaigns fail when they don’t understand their audience, misjudge cultural values, or make claims that are hard to believe,” says Prady Kumaar, CEO and Co-founder, NP Digital India.

Missing the mark:

• Home salon services company YesMadam faced public outrage for a LinkedIn post claiming it fired 100 employees for being stressed. The post, intended as a campaign to highlight workplace mental health, was criticised for its insensitivity.
• Zomato’s CEO, Deepinder Goyal, faced criticism for a job posting requiring candidates to pay a Rs 20 lakh fee in their first year. While the fee was intended to be donated to charity, it sparked debates about elitist and exploitative hiring practices.
• “Marketing strategy comes first and advertising comes next. Unfortunately, a fair number of startups get excited by the sexy creative and get excited by moment marketing buzz and in the bargain,” says Harish Bijoor, Founder of Bengaluru-based boutique consulting firm Harish Bijoor Consults.

Review 2024

2024: When drones dominated

More Indians are flying drones than ever before. The integration of drones into sectors such as agriculture, logistics, healthcare, defence, and construction has created a pressing need for skilled operators. 

“With a projected 40% increase in requirements by 2025, the demand for trained drone pilots is escalating rapidly,” Dhanashree Mandhani, Founder and CEO of Salam Kisan, tells YourStory.

Tech innovation:

• Awareness campaigns educate the public about the benefits of drones. Under the Namo Drone Didi scheme, women’s self-help groups will be educated on the operational benefits of drones, such as how to efficiently spray fertilizers and pesticides.
• Smit Shah, President of the Drone Federation of India, adds that the drone training ecosystem is generating high-quality jobs. “It’s especially impactful in agriculture, where drone spraying helps retain youth in rural areas.”
• “Technological advancements in drones, such as longer battery life, enhanced AI, and improved sensors, are driving new applications like precision farming, medical supply delivery, and large-scale infrastructure surveying,” says Prem Kumar Vislawath, CEO and Co-founder of Marut Drones.

Woman entrepreneur

Building a big company from scratch

Payal Nambiar’s journey into entrepreneurship began with a single spark amid the dotcom boom in the early 2000s, when she started a small business with her husband, PKD Nambiar, a software professional. This venture would lay the foundation for the B Square Group–an information technology-focused company that offers customer service and products ranging from IT to ERP solutions.

Business expansion:

• They started with two computers, with Payal pitching in with her expertise in marketing and communications and Nambiar focusing on software development.
• B Square Solutions diversified from CRM into multiple applications and a wide range of software solutions for small- and medium-sized businesses, automotive companies, manufacturing industries, car management software, ERP software for startups, and more. 
• Nambiar believes in emulating the government’s ‘Make in India’ policy to drive the company to newer heights. “This philosophy is at the core of what we do. We focus extensively on the manufacturing sector, working on industry-specific solutions.”

News & updates

• Snag: Japan Airlines said it was hit by a cyberattack, causing delays to more than 20 domestic flights but the carrier said it was able to stop the onslaught and restore its systems hours later. There was no impact on flight safety, it said.
• Workaround: Russia has started using Bitcoin and other digital currencies for international trade after legislative changes designed to counter Western sanctions. This year, Russia legalised the use of cryptocurrencies in international trade and began formalising Bitcoin mining operations. 
• Downturn: China’s finance and property companies saw their workforces shrink in recent years for the first time, reflecting the damage caused by a housing market collapse and regulatory probes. The financial industry had 12.4 million employees at end-2023, down 32% from five years earlier, according to economic census data. The number of people working for developers slid 27% to 2.7 million people.

According to Spotify Wrapped 2024, which was the most-streamed song of 2024?

Answer: Sabrina Carpenter’s “Espresso”.

We would love to hear from you! To let us know what you liked and disliked about our newsletter, please mail [email protected]. 

If you don’t already get this newsletter in your inbox, sign up here. For past editions of the YourStory Buzz, you can check our Daily Capsule page here. 

Once reserved for military use, drones are now becoming a staple across industries in India. From agriculture to logistics, these flying marvels are reshaping traditional practices and unlocking opportunities, especially in rural areas. 

This growth is partly powered by the support of government policies like the Namo Drone Didi scheme empowering rural women and acting as a catalyst for employment and economic progress. Now, more Indians are flying drones than ever before.

Growing demand for drone pilots

The integration of drones into sectors such as agriculture, logistics, healthcare, defence, and construction has created a pressing need for skilled operators. “With a projected 40% increase in requirements by 2025, the demand for trained drone pilots is escalating rapidly,” Dhanashree Mandhani, Founder and CEO of Salam Kisan, tells YourStory.

As of December 2024, the Directorate General of Civil Aviation had issued remote pilot certificates to 21,030 drone pilots, up from 8,680 in December 2023. 

To address the growing need, training programmes such as Indira Gandhi Rashtriya Uran Akademi, GATI Drone Pilot Training Programme, and Skill India Kisan Drone Operator Course have expanded into Tier II and III cities. “With over 116 remote pilot training organisations operational, drone education is more widespread than ever,” notes Agnishwar Jayaprakash, Founder and CEO, Garuda Aerospace.

According to Deepak Bhardwaj, Co-founder and Director of IoTechWorld Avigation, drone-as-a-service (DaaS) providers are offering attractive salaries to recruit talented pilots as the demand for skilled professionals continues to rise.

Training centres

As of December 2023, India had 76 RPTOs (remote pilot training organisations), which grew to over 150 drone training centres in 2024—a 97.4% increase. These facilities—offering theoretical and practical skills—play a vital role in overcoming regulatory hurdles and infrastructure limitations operators face.

India needs approximately 100,000 drone pilots by 2030 to support its ambition of becoming a global drone hub, Union Civil Aviation Minister Jyotiraditya Scindia had said earlier.

“Collaboration between companies and local governments has been key in establishing training centres and enhancing infrastructure,” explains Ankit Mehta, CEO of ideaForge. 

Awareness campaigns further educate the public about the benefits of drones, encouraging wider adoption. Under the Namo Drone Didi scheme, which provides drones to 15,000 women self-help groups for agricultural use, the women will also be educated on the operational benefits of drones, such as how to efficiently spray fertilizers and pesticides.

According to Surabhi Sanyukta, VP – Investments, BlackSoil, these training centres are instrumental in bridging skill gaps. “By focusing on Tier II and III cities, these programmes are creating pathways for scalable growth, especially for startups introducing drone-as-a-service models to reduce upfront costs.”

Smit Shah, President of the Drone Federation of India, also notes that minimal infrastructure is needed to set up a training centre. “The minimum requirement for setting up a training school is two drones, two instructors, two classrooms, and approximately two acres of land—what we call the ‘rule of two-to-two.’”

He also adds that the drone training ecosystem is generating high-quality, technologically advanced employment opportunities in rural India. “It’s especially impactful in agriculture, where drone spraying helps retain youth in rural areas. A 10th-pass individual with sound health and mind can complete a five-day, 40-hour training programme and start earning a minimum of Rs 30,000 per month.”

Government initiatives

India’s regulatory framework has advanced with the Drone (Amendment) Rules, 2024 allowing alternative identification methods for registration and de-registration. 

In Budget 2024, the government allocated Rs 57 crore for the drone manufacturing sector under the production-inked incentive scheme, marking a 72% increase from the previous year. Additionally, the Namo Drone Didi scheme had earlier received a separate allocation of Rs 1,261 crore for FY23-25.

“These reforms aim to generate over 500,000 jobs and contribute 1.5% to India’s GDP by 2030,” Mandhani adds.

The year of technological innovations

In 2024, drones became popular, with social media reels full of drone shows where hundreds of animated drones fly in formations to create stunning visuals. 

Drones are becoming smarter than ever due to advancements in artificial intelligence (AI), machine learning (ML), and IoT. AI-powered drones can autonomously analyse crop health, monitor soil conditions, and detect pests. “These capabilities optimise resource use and decision-making,” Sanyukta remarks.

Jayaprakash highlights trends such as DaaS models and 5G integration promise to revolutionise logistics and infrastructure inspection.

“Defence and logistics will dominate growth over the next decade,” predicts Sanyukta. “Innovations in combat drones, electronic warfare, and flying taxis for human transportation will redefine the sector.”

According to Prem Kumar Vislawath, CEO and Co-founder of Marut Drones, “Technological advancements in drones, such as longer battery life, enhanced AI, and improved sensors, are driving new applications like precision farming, medical supply delivery, and large-scale infrastructure surveying.” 

Despite significant growth, there was a 10.57% decline in funding for startups in 2024 compared with the previous year. According to Tracxn, the drone sector raised $100.1 million across 35 funding rounds in 2024.

Empowering women through drones

Programmes like the Kisan Drone Yojana make drones more affordable and accessible in rural areas, offering financial aid, training, and practical applications to integrate drone technology into farming, thereby enhancing productivity and income for farmers.

“Drones are empowering farmers by reducing costs and improving yields,” Mandhani adds.

Initiatives like the Namo Drone Didi scheme enable women to earn an additional income of approximately Rs 1 lakh per year by offering drone services on a rental basis to farmers. The government provides substantial financial assistance, covering 80% of the drone and accessory costs, up to Rs 8 lakh, to facilitate the acquisition of drones by SHGs.

Flexible training programmes accommodate household responsibilities, enabling more women to join this burgeoning field. “So far, we’ve trained 100 drone pilots and technicians, 25% of whom are women,” Mandhani shares.

Future of drones in India

The Indian drone market is expected to grow from $654 million in 2024 to $1.437 billion by 2029, with a compound annual growth rate (CAGR) of 17% during this period, according to Markets and Markets. The report also highlights that the volume of drones is projected to increase from 10,803 units in 2024 to 61,393 units by 2029.

The sector is set for transformative growth by 2025, driven by advancements in AI, ML, 5G technology, and evolving policy frameworks.

Jayaprakash roots for a stronger focus on indigenous development, local manufacturing, and leveraging AI to create “smart drones” with enhanced autonomy, improved battery life, flight time, and affordability.

Regulatory changes, including the approval of VLOS (visual line of sight) operations, are set to expand drone applications in medical deliveries, logistics, and disaster response, attracting significant investments, notes Bhardwaj. 

Vislawath adds that unmanned traffic management systems will ensure safe airspace integration, while state-certified drone testing facilities will expedite R&D and certifications. 

Additionally, experts believe eVTOL policies will pave the way for urban air mobility with drone taxis and swarm technology will enhance surveillance and inspections. Efforts in skill development will focus on indigenising drone components and state-level adoption of drones for firefighting and land mapping will grow, supported by regional policy incentives.