ITV

Category: Digital

  • Manika Wadhwa joins Teads as industry director

    Manika Wadhwa joins Teads as industry director

    MUMBAI: Television, digital, and branded content sales – she’s done it all. And now Manika Wadhwa has transitioned to  the programmatic advertising platform side. She has hopped on to Teads – a leading cloud-based, omnichannel platform that enables programmatic digital advertising across a global ecosystem of quality digital media.

    As an end-to-end solution, Teads’ modular platform allows partners to leverage buy-side, sell-side, creative, data and AI optimization technologies. For advertisers and their agencies, Teads offers a single access point to buy the inventory of many of the world’s best publishers and content providers.

    Manika has joined Teads as industry director from November 2024.

    She has the pedigree: sales lead -west for ESPN Digital (ESNPcricinfo, ESPN Sports) at Disney Star India; national sales head for The Economist (at Zirca Digitla Solutions); manager – sales, monetisation, brand solutions – digital media at Sony Pictures  Networks India (for SonyLiv), assistant manager digital meida – Aidem Ventures and assistant manager -NDTV India.

    “Thrilled to join the team and contribute to this journey. Let’s aim for the stars!,” she said on Linkedin.  

    So be it!

  • Bold Care hacks the ultimate bro code with BH.ai chatbot

    Bold Care hacks the ultimate bro code with BH.ai chatbot

    Mumbai: Breaking barriers in men’s wellness, Bold Care launched their proprietary chatbot BH.ai – aapka bada bhai. It is an intuitive AI chatbot with a heart of gold and one that follows the ultimate bro code. Aptly named to embody the spirit of brotherhood, BH.ai isn’t just a chatbot; it’s your digital buddy, fluently conversant in Indian languages, especially Hindi, and always ready to lend an empathetic ear. Designed to foster open, judgment-free conversations, it offers an unparalleled, personalised experience. It blends modern day wit with age-old wisdom, feeling like a chat with your closest friend—someone who listens, contemplates, and offers impactful solutions with absolute discretion.

    To celebrate the launch, Bold Care’s co-founder Rahul Krishnan brought a playful twist with an innovative campaign on X (formerly Twitter). Users were invited to engage in intriguing conversations with BH.ai and share screenshots of the chatbot’s responses. With a prize pool of Rs 50,000, daily winners were awarded Rs 10,000 for their creativity and humor in their exchanges with BH.ai.

    In addition, Bold Care teamed up with influencer Bhavesh Manglani to create a compelling awareness video. The video captures Manglani having a candid wellness chat with BH.ai, accompanied by his father’s heartwarming advice. This blend of tech-savvy innovation and generational wisdom beautifully encapsulates Bold Care’s vision of creating an environment where men feel comfortable seeking and sharing guidance.

    Bold Care co-founder Rahul Krishnan said, “When you put your arm across your buddy’s shoulder and say, ‘Bhai hu tera, khul ke baat kar!’, this one statement means, ‘I’m here for you, bro!’ Just pour all your questions, concerns, and doubts to me, and I’ll dish out answers that help. Our goal through this was to redefine wellness support by making technology relatable, fun, and profoundly human. Men’s health has long been a taboo, and we wanted to change the narrative. BH.ai is our way of saying, ‘It’s okay to talk.’ On International Men’s Day and beyond, we’re empowering men with a confidant they can trust. BH.ai is not just AI—it’s bhai: your brother, your buddy, your safe space. So, to all the brothers out there, it’s time to stop bottling things up. BH.ai is here, ready to talk. Ready to listen. Ready to make wellness a team effort.”

     

     

  • Megha Kotian Kataria joins AppLabs.ai in UAE, India sales head role

    Megha Kotian Kataria joins AppLabs.ai in UAE, India sales head role

    MUMBAI: Megha Kotian Kataria has joined adtech firm  AppLabs.ai as sales head for UAE and India. Kataria holds an MBA in marketing and has  over a decade of experience in the digital media adtech industry.

    Throughout her  career, she has worked with a wide range of brands, agencies, and networks across multiple regions, including India, the Asia-Pacific, the United Arab Emirates, and the United States. Among them: Apnext, Veve,Siteplug, Affinity Global, Buzz-Meter, Manhattan Communications and Ogilvy & Mather.

    Said Megha on linkedin: “The ad tech space is evolving rapidly, and I’m thrilled to be part of a team that’s shaping the future of how brands engage with consumers. This is an incredible opportunity to work at the intersection of innovation, data, and digital marketing, where I’ll be leading the sales strategy and helping brands harness the power of advertising solutions Looking forward to collaborating and pushing the boundaries of what’s possible in digital advertising.”

    .

  • HSBC Mutual Fund launches ‘Naye Nazariye Ki Udaan’

    HSBC Mutual Fund launches ‘Naye Nazariye Ki Udaan’

    Mumbai: On the occasion of Children’s Day, HSBC Mutual fund has unveiled “Naye Nazariye Ki Udaan”, a digital film that aims to raise awareness about the significance of early financial planning and the role of mutual funds in securing a brighter future for children.

    Conceptualised and produced by TheSmallBigIdea, the film is an initiative to educate young parents about systematic investment plans (SIPs) in Mutual Funds. It highlights the importance of starting early and staying invested to achieve long-term financial goals. The film emphasizes how mutual funds can be a powerful tool to build a strong financial foundation for children, thereby enabling them to pursue their dreams and aspirations.

    This ad film captures a whimsical father-child duo as they challenge Sherlock Holmes to find misplaced keys. Through dynamic visuals and witty dialogue, it showcases children’s creativity and problem-solving skills. The narrative effortlessly links playful imagination to the importance of securing the future, paralleling the role of mutual funds. The voiceover reinforces this connection, fostering an emotional bond with families and highlighting the value of nurturing imagination.

    Speaking on the campaign, HSBC Mutual Fund CEO Kailash Kulkarni said, “With thoughtful planning, parents can create a strong financial foundation to help secure their child’s aspirations and future. Through the quirky narrative in our Naye Nazariye Ki Udaan film, we wish to reinforce the importance of early investments through an SIP and urge young parents to take this critical step forward to make their child’s dreams into reality.”

    Speaking on the ad film, TheSmallBigIdea COO & co-founder Manish Solanki said, “Children, with their unfiltered imagination, see the world through a lens of endless possibilities. Our goal was to capture this unique perspective and weave it into a narrative that resonates with parents and highlights the transformative power of early investment. By emphasizing the long-term benefits of SIPs, the film will inspire people to take charge of their financial future and secure a brighter tomorrow for their loved ones.”

    The film will run across all digital and social media platforms. HSBC Mutual fund will engage with investors via display ads, social media platforms including Instagram, Facebook, LinkedIn, YouTube., etc.

  • Hybrid media & digital surge redefine rural India: Rural Barometer report 2024

    Hybrid media & digital surge redefine rural India: Rural Barometer report 2024

    Mumbai: WPP’s media investment group, GroupM, and Kantar, a global marketing data and analytics company, have released the fifth edition of the Rural Barometer report. This report provides insights into rural India’s current sentiments, consumption patterns, and economic behaviors, along with the growing adoption of digital technologies and their impact on various sectors, offering a detailed view of the rural landscape.

    The 2024 Rural Barometer highlights a 60 per cent increase in the average FMCG basket size among rural consumers, rising from 5.8 in 2022 to 9.3 in 2024, driven by a preference for convenience products. This growth reflects lifestyle changes and rising purchasing power in rural areas. States like Jammu & Kashmir (39 per cent), Maharashtra (41 per cent), and Odisha (26 per cent) show moderate FMCG basket growth despite fewer financial concerns. This trend is supported by rising rural incomes and diversified income sources, including salaried income.

    The report also reveals a divide: 19 per cent of rural individuals rely solely on agricultural income, with 82 per cent of them facing financial concerns, while the remaining 81 per cent with diverse income sources report less stress and larger basket sizes.

    In media consumption, rural India increasingly adopts a hybrid approach of traditional and digital media, with 47 per cent following this trend, especially in areas with better digital infrastructure. States like Bihar, Jharkhand, Uttar Pradesh, Madhya Pradesh, and Chhattisgarh, however, remain less digitally connected, requiring targeted media strategies.

    GroupM OOH solutions in India MD Ajay Mehta added, “The rural landscape is no longer just a geographical space; it’s a digital frontier ripe with opportunities. As rural consumers embrace online platforms, brands must adapt their strategies to meet them where they are. By investing in digital initiatives that resonate with rural India’s aspirations, brands can  contribute to the nation’s development and tap into a burgeoning market that promises substantial  growth.”

    “2024 Rural Barometer report shows that rural consumers are experiencing rising purchasing power and evolving lifestyles, as seen in increased basket sizes and a preference for convenience products, despite ongoing financial concerns. Regional differences in financial resilience are linked to diverse employment opportunities. We are also seeing rural media consumption shifting toward a hybrid of traditional and digital formats, though digital access remains uneven across states,” said Kantar director – specialist businesses, insights division – Puneet Avasthi.

    As rural India evolves, digital platforms are becoming crucial for engaging consumers. From payments and e-commerce to gaming and lifestyle content, the digital landscape is expanding. While traditional media remains important, a hybrid approach combining online and offline channels is key to reaching rural audiences. By understanding rural consumers’ needs and preferences, brands can tap into this growing market.

    Rural consumers are increasingly interested in lifestyle content, such as fashion, health, and travel, reflecting their desire for topics that align with their daily lives and aspirations.

    The report also highlights a shift towards digital payments, now used by 42 per cent of active internet users, and e-commerce, used by 23 per cent. This indicates growing financial and digital inclusion in rural India.

    Highlights:

    1. Rural India has seen a marked increase in the average basket size from 5.88 in 2022 to 9.3 in 2024, driven by higher consumption in convenience categories like RTE, beverages, etc.

    2. States where rural consumers have less concerns on the current financial situation, largely have shown higher growth in basket size.

    3. Rural consumers with diversified income streams display the least financial concerns and have larger monthly category basket size.

    4. Rural India’s media consumption is increasingly hybrid, with nearly one in two of rural consumers exposed to both online and offline media.

    5. Telecom and digital can be effective in providing incremental reach in Hindi-speaking markets.

    6. Digital platforms for payments, e-commerce, and gaming platforms are gaining traction, while genres like fashion, travel and fitness are popular among rural online users reflecting a growing interest in lifestyle-oriented topics.

  • HT Media’s Q2 report reflects continued losses amid revenue gains

    HT Media’s Q2 report reflects continued losses amid revenue gains

    Mumbai: HT Media Limited reported revenue from operations of Rs 42,375 lakhs for Q2 of fiscal year 2025, a 7.5 per cent increase over Q1 (Rs 37,851 lakhs) and a 7.6 per cent increase year-over-year from Rs 39,399 lakhs. This upward trend reflects the firm’s aggressive digital strategy and market resilience. However, operating costs outpaced revenue growth, with total expenses rising to Rs 48,867 lakhs from Rs 46,544 lakhs in the previous quarter, driven primarily by material costs, employee expenses, and finance charges. The escalating costs reflect broader inflationary pressures impacting raw materials and payroll, challenging HT Media’s path to profitability.

    For the six months ending September 2024, HT Media reported consolidated revenue of Rs 90,638 lakhs, marking a 3.9 per cent rise from Rs 87,215 lakhs in the same period last year. Yet, with rising operational expenses—particularly in staffing and other essential areas—the company recorded a net loss of Rs 5,695 lakhs. The quarter’s EBITDA (Earnings Before Interest, Taxes, Depreciation, and Amortisation) stood at Rs 3,273 lakhs, although the profit before tax was reported as a loss at Rs 939 lakhs.

    The financial report underscores challenges in key segments. HT Media’s print and publishing revenue contributed the lion’s share at Rs 33,420 lakhs, but radio broadcasting and entertainment and digital segments also demonstrated resilience. However, employee benefits climbed to Rs 10,923 lakhs in Q2, a 7.5 per cent increase over Q1, impacting bottom-line growth.

    In line with its strategic restructuring, HT Media has sought to cut liabilities, including the partial disposal of investment property and reclassification of assets held for sale. The company’s long-term liabilities fell from Rs 25,303 lakhs in March 2024 to Rs 20,849 lakhs in September 2024, aided by asset sales and targeted debt management.  

    HT Media reiterated its commitment to recalibrate its portfolio, focusing on emerging revenue streams in digital content and radio. These areas saw significant audience engagement, with digital revenue climbing to Rs 5,551 lakhs, an increase of 18.7 per cent over the previous quarter.

    Looking ahead, HT Media remains focused on capturing digital market share, leveraging its audience reach across diverse platforms. Key challenges remain in managing operational costs amid inflationary pressures and aligning revenue generation with sustainable profit margins. With a current liability ratio of 0.85 times, the company plans to optimise cash flow by driving operational efficiencies.

     

  • AI, automation & beyond: Navigating digital advertising’s new frontier

    AI, automation & beyond: Navigating digital advertising’s new frontier

    Minor changes in the quickly changing advertising scene of today are as significant and upending as those resulting from automation and artificial intelligence (AI). Digital advertising has been transformed by these technologies, which have opened up new creative possibilities, efficiency levels, and precision levels. But as we enter this ‘new frontier,’ it’s critical to look beyond the technical aspects of automation and artificial intelligence and comprehend their wider effects on consumer trust, brand authenticity, and the strategic human touch that cannot be replaced. Here, I want to discuss the many opportunities and difficulties that modern advertisements face.

    AI-powered customisation versus real connection

    The irony of AI-driven personalisation is that, although technology enables brands to customise experiences like never before, there is a chance that the real human connection that serves as the foundation for customer trust may be lost. Ads are now targeted not just by demographics but also by micro-segments, behavioral data, and even real-time mood analysis thanks to AI’s ability to evaluate enormous data sets. As the chief revenue officer, however, I see an increasing need to strike a balance between this effective targeting and a genuine voice. Customers are astute; they prefer to feel understood by firms rather than taken advantage of. Instead of treating insights as a script, brands should think about how automation might help with authentic storytelling.

    Automation’s contribution to innovation beyond efficiency

    Automation is frequently boiled down to an efficiency tool that eliminates manual labor, saves money, and saves time. The true potential, however, is in how automation allows innovative and smart brains to push the envelope. Automating tedious processes frees up time for invention, testing out novel ideas, and trying out forms that weren’t previously practical. For example, advertisers may now run innumerable ad versions using dynamic creative optimisation (DCO), which reacts in real time to audience preferences. Beyond efficiency, this flexibility allows for genuine creativity in messaging, audience interaction, and campaign improvement.

    Transparency and ethics: AI’s hidden aspect

    Ethics is an important but frequently disregarded aspect of AI and automation in advertising, especially when it comes to data protection, transparency, and equity. It is our duty to make sure AI algorithms that determine which advertisements are shown don’t perpetuate prejudice or lead to unintentional exclusion. We must promote openness as stewards of a brand’s message, explaining to audiences how data is used and pledging to follow policies that protect their online privacy. Customers are becoming more conscious of their data rights, and businesses that can openly communicate the ways in which automation is used will gain a sustained competitive edge in terms of customer loyalty and brand trust.

    How to draw the line between automation and the human aspect

    Workflows can be made more efficient by automation, but not every part of digital advertising should be automated. Machines cannot replace the human empathy and insight needed to craft a message, especially during the strategic formulation stage of a campaign. Automation should complement, not replace, the human aspect in execution. In order to empower human teams to make better decisions, the emphasis should be on integrating tools that give them greater insights. Instead than replacing human creativity, consider automation as enhancing it.

    AI’s place in future-proofing techniques

    Future success depends on your ability to adjust to the rapid changes in digital advertising. Brands can remain ahead of the curve by using AI’s predictive skills to foresee shifts in consumer behavior before they happen. For instance, AI may assist in predicting future trends by evaluating past campaign data, enabling firms to make proactive strategy adjustments. Advertisers that can anticipate and adjust to changes in consumer demand will always be relevant, while those who only use historical data run the risk of lagging behind. This agility will define competitive advantage in the future.

    Creating cross-functional, agile teams with an AI mentality

    Companies need teams who can think across silos and work with a digital-first, AI-savvy mindset if they want to fully utilise AI. This is more than just employing machine learning or data science experts. Marketers who comprehend the potential and constraints of data, creatives who can generate ideas in dynamic, data-driven settings, and strategists who know when to rely on the machine and when to consult a human viewpoint are all necessary for the successful integration of AI and automation in advertising. Agile, cross-functional teams that view AI as a cooperative tool rather than a single, all-encompassing force are essential.

    The importance of continuous learning in the AI-driven landscape

    This digital frontier requires continuous upskilling and adaptability. Technologies in AI and automation evolve, and companies must nurture a culture of learning to stay relevant. As AI begins to shape our approaches to both media planning and creative ideation, the question shifts from how we use AI to how well we use it. Training in understanding data insights, interpreting AI-driven analytics, and maintaining ethical practices will become essential skills for teams navigating this space. For leaders, investing in this education will prove invaluable for staying competitive.

    Unquestionably, automation and artificial intelligence are revolutionising digital advertising. However, as leaders in this field, we need to carefully guide this change. We should make use of these technologies to create trustworthy, nimble, and morally sound brands. The goal of our work is always to interact with people in a meaningful and responsible way, even though this new advertising frontier is full of opportunities.

    The article has been authored by AdCounty Media co-founder and chief revenue officer Delphin Varghese.

  • ‘Credit on UPI’ fuels local shopping and offline purchases

    ‘Credit on UPI’ fuels local shopping and offline purchases

    Mumbai – This festive season, Indian shoppers demonstrated a strong preference for offline purchases, with a 30 per cent increase in spend-per-user, as revealed by Kiwi. The platform’s data reflects how communities came together to support local merchants and neighbourhood stores, with the majority of transactions taking place in small, local shops and general stores—a timely boost for India’s local retail sector during Dhanteras and Diwali.

    Local stores and merchants were at the heart of the festive shopping spirit, with General Stores alone seeing an impressive 55 per cent jump in spends. Jewellery purchases, a Diwali tradition, rose by 17 per cent, while other categories like Groceries, Dining, and Electronics also saw a rise, with spend-per-user up by 24 per cent, 18 per cent, and 24 per cent respectively. This broad pattern of spending shows the diverse needs of Indian shoppers as they prepare for celebrations, all while choosing to shop locally.

    Neighbourhood merchants benefited greatly, with spend-per-user at small stores growing by 31 per cent in tier-one cities and by 29 per cent in tier-two cities, much higher than the increases seen at larger retailers, which saw a 23 per cent rise in tier-one and 17 per cent in tier-two cities. This festive season, consumers clearly felt a pull to support small businesses within their communities.

    Distinct spending habits were also visible across regions. In tier-one cities, shoppers spent more on experiences, with dining up by 22 per cent and Jewellery by 18 per cent. In contrast, tier-two cities leaned towards essentials, with electronics purchases increasing by 41 per cent and general Store spending seeing a substantial 64 per cent rise.

    “Credit on UPI is truly a made-in-India solution that connects consumers with local businesses in ways that feel both seamless and meaningful,” said Kiwi co-founder Mohit Bedi. “This festive season, we saw the spirit of community shine through as people shopped at small merchants and enjoyed the freedom and flexibility that Credit on UPI brings.”

    With data gathered from 400 cities and a user base of one lakh, Kiwi’s Credit on UPI continues to bring the festive spirit to life by making shopping more convenient and helping consumers celebrate with their communities across.

  • Our AI growth engine gives brands the ability to scale their marketing with full confidence: Amitek Sinha

    Our AI growth engine gives brands the ability to scale their marketing with full confidence: Amitek Sinha

    Mumbai: We live in a digital era where everything is driven by data and analytics. With increasing competition, becoming visible to the intended customers has become very crucial for brands vying for the audience’s attention. In such a scenario, several digital marketing agencies are emerging on the scene. But the ones doing a commendable job at helping brands scale up their size and presence are far and few.

    Incepted in the year 2013, Etml is headquartered in Saket, New Delhi. Its founder & CEO, Raghav Kansal, was in his third year of college when he started his first venture, Edulution Technologies, with a couple of friends intended to be an online portal solely catering to engineering students and aspirants. It was started in 2010 and was operated till mid-2013. The ride wasn’t very smooth for the team and the business was not picking steam despite the website getting a decent traction. Raghav still wasn’t disheartened and decided to give entrepreneurship another go. The good thing that came out of his maiden venture was that in the process of promoting his business online, Raghav took up an active interest in the digital marketing space.

    Indiantelevision.com’s Rohin Ramesh caught up with Etml co-founder & COO Amitek Sinha where he discussed how data when coupled with a hyper growth attitude can radically transform the way companies acquire and grow with high value customers.

    Edited excerpts

    On some key factors that contributed to your success since the company’s inception in 2013

    Our success at ETML, since we started in 2013, comes down to one simple truth: it’s in our DNA. The core of everything we do revolves around People, Process, and Data. Data, especially, is what drives us—it’s the backbone of our approach and the reason we’ve been able to build data models and testing frameworks that deliver exceptional advertising ROI for our clients.

    The journey always starts with a solid data strategy and monitoring framework because, as we like to say, “what you can’t measure, you can’t improve.” It’s about digging deep into insights, studying customer behavior, and setting the right KPIs. Once we’ve laid that foundation, we focus on strategizing the best mix of audiences, channels, funnels, experiments, creatives, and messaging. And then comes the part where we bring it all to life with seamless execution—because without great execution, even the best plans fall flat.

    But it’s not just about data. It’s also the people behind the scenes—our team includes brilliant minds from IITs and top-tier engineering schools. Their expertise enables us to identify gaps, design smart experiments, and prescribe solutions that help businesses grow. Our process is rooted in a deep understanding of what works, and our track record shows it—whether it’s boosting revenue, improving ROI, or scaling brands across verticals.

    The businesses we work with have seen impressive results, from double- to triple-digit growth, and that’s what drives us to keep innovating. It’s a combination of building the right strategy, understanding the needs of the business, and executing flawlessly that has helped us become one of the fastest-growing digital agencies today.

    On technologies helping your clients achieve sustainable growth

    At ETML, we’ve built our success on innovation, and Adbytzz 2.0 is a perfect example of that. It’s our proprietary tool that brings together more than a decade of digital marketing experience, powered by both AI and human intelligence. Adbytzz 2.0 connects a brand’s data across all key marketing channels—campaigns, creatives, CRM systems, and more—into one central system. This allows us to deeply analyze and optimize every step of the customer journey, from the first click to the final purchase.

    What really sets Adbytzz 2.0 apart is its ability to continually fine-tune everything—audiences, platforms, creatives, you name it. This constant optimization has helped our clients achieve real results, like a 20% boost in revenue for a financial conglomerate and a 1.6x increase in leads for India’s top real estate group.

    Our AI growth engine gives brands the ability to predict and scale their marketing with full confidence. It’s not just about generating more traffic; it’s about growing smarter, optimizing budgets, and ensuring long-term success. In short, Adbytzz 2.0 allows us to take all the moving parts of digital marketing, streamline them, and deliver sustainable growth that our clients can rely on.

    On partnerships helping you stay ahead in the competitive digital landscape

    Being a Google Partner and Facebook Marketing Partner really helps us stay ahead of the game in the competitive digital landscape. These partnerships give us early access to new features, tools, and beta programs, which means we get to try out the latest innovations before they’re available to everyone else. This lets us offer our clients fresh strategies and cutting-edge solutions that keep them ahead of the curve.

    What’s also great is the direct support we receive from both Google and Facebook. When we’re tackling complex strategies or need quick solutions, having dedicated experts on hand is a huge advantage. It ensures that we’re always optimizing our campaigns to the fullest.

    Plus, these partnerships mean our team is constantly getting top-notch training, so we’re always up to date with the latest platform changes and best practices. All of this helps us deliver more effective, data-driven strategies that keep our clients ahead of their competition and drive real results.

    On the future of Etml

    We are targeting a very specific spot in the realm of digital marketing and we intend to grow in this niche. All our actions are planned and executed to progress one step at a time  towards our goal.

    Looking ahead, the next big step for Etml is international domination. We’ve already established a strong presence with offices in Dubai and Singapore, and we’re working with clients across the USA, Middle East, and beyond. But now, we’re aiming to really make our mark on a global scale. Our goal is to deepen our footprint in these regions, taking the success we’ve built and amplifying it across new markets. It’s not just about expanding geographically; it’s about bringing our unique blend of data-driven strategy, innovation, and flawless execution to a much bigger audience.

    As for the future of digital marketing, AI is definitely going to play a massive role, and we’re already preparing for that shift. But it’s not just about relying on AI. The key will be how we, as marketers, manipulate AI to work in our favor. We believe that while AI can do incredible things, it’s going to take sharp minds—our people—to harness it effectively. This is where we’re focusing our efforts, blending the power of AI with human intelligence to ensure it’s beneficial for our clients.

    At the same time, we know that data privacy and personalisation are two sides of the same coin. Consumers want more personalized experiences, but they also demand stronger privacy controls. Navigating this balance is going to be critical, and we’re already laying the groundwork by building systems and strategies that respect both. So, as we look to the future, we’re preparing to not just adapt but to lead the charge in this evolving landscape, ensuring that we stay at the forefront of innovation while continuing to deliver exceptional results for our clients.

  • Finolex’s Diwali film honours the Goddess Laxmi in every woman

    Finolex’s Diwali film honours the Goddess Laxmi in every woman

    Mumbai: Finolex Pipes & Fittings has launched a Diwali short film that redefines prosperity through women empowerment.

    What starts as a plumbing emergency during Diwali evolves into a story of divine intervention and entrepreneurial awakening. When a broken pipe threatens to disrupt a homemaker’s festival preparations, she meets a skilled female plumber who offers more than just technical help. Their interaction leads the homemaker to discover her hidden talent in apparel design, inspired by the plumber’s presence, akin to Goddess Laxmi’s grace, which shifts her from a domestic crisis to entrepreneurial success.

    The film draws parallels between traditional blessings and modern prosperity. Just as Goddess Laxmi brings abundance, this contemporary Laxmi in a toolbelt not only repairs pipes but also paves the way for self-realisation, motivating the homemaker to start her own apparel design business.

    Finolex Pipes & Fittings VP, marketing & communications, Sumit Bhatia expressed, ‘This Diwali, we aimed to create something beyond the usual promotional messages—a short film that resonates with the heart and soul. Through the intertwined stories of two remarkable women, we delve into the timeless values that Diwali embodies: hope, prosperity, and transformation. As their paths intersect in contemporary India, we witness how small acts of kindness can ignite significant change, much like the first diya that lights up an entire room. One woman’s journey from struggle to success mirrors the divine grace of Goddess Laxmi, illustrating that true prosperity is about empowering others and uplifting communities. The portrayal of a female plumber in our film is inspired by our dedicated CSR efforts. Through our partnership with Mukul Madhav Foundation, we have consistently supported and trained women plumbers, integrating them into the mainstream plumbing profession. This initiative has been actively encouraged by our founder, Prakash P. Chhabria. In this celebration of light over darkness, we are honored to be more than just observers; we are partners in India’s ever-unfolding story, connecting dreams, illuminating homes, and uniting hearts across generations.”

    The narrative aligns with Finolex’s brand values of trust and durability while conveying a broader social message. By featuring a female plumber as a modern embodiment of Goddess Laxmi, the film challenges stereotypes and celebrates the various forms of prosperity in our lives.

    As families across India light up their homes this Diwali, Finolex’s film reminds us that true prosperity comes from empowerment, breaking barriers, and fostering connections that enhance lives.