ITV

Category: Brands

  • Digital the most lucrative channel for FMCG brands: Meta studies

    Digital the most lucrative channel for FMCG brands: Meta studies

    Mumbai: On the sidelines of Meta Marketing Summit – FMCG edition held in Mumbai, the company announced findings from several Meta commissioned studies with leading market research firms Nielsen and Kantar that show the growing relevance of digital for the country’s FMCG sector. Among the key findings, the studies call out digital platforms, especially Meta, a crucial pillar in driving brand imagery, equity, and higher return on investment across categories.

    Meta director and head (India), ads business Arun Srinivas said, “The FMCG industry is a leading contributor to the country’s overall ad-ex, and a marked shift in its media consumption patterns is going to be significant for the country’s creative ecosystem and the digital economy. The studies with Neilsen and Kantar clearly demonstrate the transformative power of digital channels for the FMCG sector. Catering to such an important industry, we are excited to see Meta platforms not only enhancing brand imagery and mindshare but also delivering exceptional returns on media investments.”

    The Nielsen study noted that the return on investment (RoI), which is the incremental revenue generated per Rupee invested is 1.42 for digital mediums vis-a-vis 0.95 non-digital mediums. Within this, the RoI from Meta is 1.76 for every rupee invested.

    On the other hand, the Kantar study reveals that the digital platforms, especially Meta, contribute significantly in building a brand. Meta has been instrumental in driving brand imagery where around 20 per cent of all media-led brand growth comes from Meta.  Furthermore, digital media channels led by Meta provide the highest ROI for building mind measures, according to the study.

    Both the studies highlight that the investment by FMCG/CPG brands on Meta poses stronger returns indexed to traditional channels across categories including food, household care, personal care, baby care, laundry, and health & hygiene.

    The summit was attended by prominent industry leaders and brands from the FMCG industry that shed light on the evolving consumer landscape and its effects on changing brand strategies, the use of Reels, AI and Business Messaging as new frontiers of marketing, and brands leveraging Meta platforms for enhancing their reach and growth.

    “In today’s fragmented ecosystem, quantifying the effectiveness of media strategies has become a daunting challenge. Cross-platform nuances require a laser focused approach to uncover what truly drives performance. Nielsen Marketing Mix Modeling (MMM) enables marketers to assess the impact of their investments, understand what is working, and unlocks several opportunities to increase ROI and drive profit, bringing accuracy and simplicity to an increasingly complex advertising environment in India,” said Nielsen, VP APAC – marketing effectiveness Abhinav Maheshwari.

    Meta commissioned Nielsen to conduct an FMCG Meta-Analysis for India, an extensive study covering MMMs for FMCG categories including food, beverage, personal care, home care, health & hygiene, and others. Nielsen leveraged the Nielsen compass repository of Marketing ROI norms, and looked at performance of all channels including TV, other traditional (radio, print and OOH), META, online video, and other digital (display and search). The learnings cover the role of media channels in driving sales, how ROIs compare across media channels, and how ROIs compare across categories. FMCG advertisers can greatly benefit from the Meta-Analysis insights to drive better marketing decisions, added Nielsen.

    Meta also released the findings from cross-media studies by Kantar. Cross Media is a Kantar-preferred and industry-accepted solution to evaluate the brand impact for a multi-media campaign. Kantar built the most robust Meta-analysis of cross-media studies in India covering more than 140 campaigns across industries from 2012 -2023.

  • Experience love through music with Hyundai Spotlight’s latest song ‘Laike Gaddi’

    Experience love through music with Hyundai Spotlight’s latest song ‘Laike Gaddi’

    Mumbai: Hyundai Spotlight, the platform known for its innovative musical creations, is thrilled to announce the release of its 5th song- “Laike Gaddi”, a mesmerizing love story brought to life through music.

    This enchanting composition narrates the heartwarming journey of love portrayed by the charismatic Jassie Gill, and his love interest, the talented Veera Takker. Set against the backdrop of vibrant Punjab, the song captures the essence of romance, longing, and the triumph of true love.

    Jassie Gill, a household name in the world of Punjabi entertainment, effortlessly embodies the passion and fervour of his character, delivering a performance that is both soulful and captivating. His portrayal of the smitten protagonist resonates deeply with audiences, evoking a range of emotions with every note.

    Reflecting on his thoughts, Jassie Gill shares, “Hyundai Spotlight is a great initiative and being a part of their exhilarating journey gives me immense Joy. It’s beautiful song that touches the soul, and I am grateful for the opportunity to lend my voice to such a lovely narrative.”

    Veera Takker, a rising star with a soulful voice, shines bright in her portrayal of the introverted yet enchanting Veera. Through her emotive performance, she brings depth and authenticity to her character, captivating listeners with her talent and charm.

    Veera expresses her excitement, stating, “Working on this song has been a dream come true for me. Collaborating with such esteemed artists and being a part of Hyundai Spotlight’s journey has been an enriching experience.”

    Hyundai Motor India AVP & vertical head, marketing, Virat Khullar shared, “Hyundai Spotlight continues to showcase unique musical creations and promote emerging talent across the country. Our collaboration with rising music artists underscores our commitment to providing a platform for them to collaborate with renowned musicians, exhibit their talents, and foster artistic growth. Hyundai Spotlight embodies our shared vision of pushing creative boundaries and delivering unparalleled musical experiences to audiences throughout the region. We are confident that Hyundai Spotlight will inspire many young artists to create music that resonates deeply with both themselves and their audiences.”

    Business head & SVP, UMG for Brands, India, and South Asia Preeti Nayyar stated, “I am delighted to witness the collaboration between Hyundai Spotlight and popular, much-loved artists like Jassie Gill, and Veera Takker. This partnership not only reflects our commitment to innovative storytelling but also underscores the power of music to transcend boundaries and connect with audiences on all level.”

    Hyundai Spotlight in collaboration between Hyundai Motor India Ltd. and Universal Music India (Universal Music Group for Brands, India), is a ground-breaking music series that celebrates exceptional musical talents from around the world. Through powerful collaborations, innovative compositions, and captivating performances, Hyundai Spotlight supports emerging and established artists, celebrating the richness and diversity of music.

  • ASICS Sportstyle debuts the new GEL-Quantum 360 VIII sneaker

    ASICS Sportstyle debuts the new GEL-Quantum 360 VIII sneaker

    Mumbai: ASICS SportStyle announces the launch of the GEL-QUANTUM 360 VIII sneaker. This shoe’s design is meant to help support advanced comfort for active lifestyles and exploring urban environments. The design inspiration for this project stems from supernatural forms and interlocking structures.

    For the upper construction, the shoe features 5D print details that resemble ergonomic shapes from elements found in nature. These details add a greater amount of depth to give the design a more layered aesthetic.

    The sneaker’s midsole structure was formed with new technologies, like DIVISION SPACE cushioning. This cushioning technology is meant to lighten the shoe’s overall weight while providing more impact absorption underfoot. This feature is also met with FF BLAST™ BIO cushioning, which includes at least 20 per cent biomass to help reduce waste and promote better durability.

    The GEL-QUANTUM 360™ VIII sneaker launches today Tuesday, 11 June on ASICS SportStyle online and in select stores for Rs 13,999.

  • We were never marketing heavy in the traditional sense: Kunal Popat

    We were never marketing heavy in the traditional sense: Kunal Popat

    Mumbai: R for Rabbit was conceptualized in the year 2014 in Gujarat, India by the power couple duo Kunal and Kinjal Popat. With a vision to become an“Amazing Baby Company” the brand offers a wide range of innovative baby products backed by research adhering to international quality and safety standards at accessible price points.

    Their premium baby products are backed with four key pillars namely Quality, Safety, Innovation and Exceptional Customer Support. Over 300 SKU’s under baby category like stroller, high chair, tricycle, bicycle, baby care products etc., the product range of the brand spans across Baby gear, Baby Diapers & Baby hair & Skin range.

    A VC Funded company (2 rounds), R For Rabbit is amongst the top five baby commerce companies with a pan-India presence. Consistently rated 4.5+/5 across all marketplaces and offline retail.

    Indiantelevision.com caught up with R for Rabbit founder Kunal Popat where he shared more interesting insights regarding his company.

    Edited excerpts

    On marketing strategies has R for Rabbit employed to establish itself as a trusted brand among over 2.5 million parents

    We were never marketing heavy in the traditional sense. So we always led with developing the right product and let our products do the talking. R for Rabbit products are made with 3 basic mantras – Safety, Quality & Innovation. Since the inception we followed these 3 mantras, and  our products got us customer loyalty and word of mouth.

    We were amongst the first ones to introduce many categories of products in India like car seats, electric cradle etc. When our parents saw all these products came with international US & European certifications, they realized that even at premium pricing the products were actually rightly priced.

    Being an EBITDA driven brand, we focussed marketing on activities that were ROI driven and clearly measurable. Hence digital was our first go to channel. We focused on digital marketing strategies so that we are able to be in front of customers through ads and promotion on various platforms like e-commerce, social media, digital news channels, emails, sms and many more such.

    Apart from digital we believed to be seen in the physical world through indoor and outdoor store branding that gave more trust to our target audience.

    Our social media channels are not shops but community building platforms where we regularly engage with our parents through useful and helpful content. This help us in making a closer connection with them and understanding their pain points.

    On R for Rabbit effectively communicating its commitment to safety, quality, and innovation in its marketing efforts

    Generating awareness plays a very important role as many parents are still unaware of safety in baby products. We try to communicate our 3 pillars of safety, innovation & quality by interesting  depiction of  each feature through our graphic language in branding and marketing assets. our communication will always be around safety and comfort across all the categories.

    Understanding pain points and then showing safety features as a solution also worked for us. Last year we did a “No Rash challenge” for our diapers which was a huge success. Highlighting how high quality products actually solve one of the biggest problems for babies.

    Even our CSR efforts are geared around increasing awareness, like the Child Road safety campaign we run since last 2 years.

    On leveraging digital presence to engage with parents and drive sales

    We usually engage with parents over social media by giving value based content and engagement kind of posts where parents comment, share and save the content. Getting more and more parents engaged with our social media helps us to be on the top of their mind and let them explore our products over our website and other ecommerce platforms.

    Apart from social media we are able to get good organic visibility on the ecommerce in the google search results.

    On customer testimonials and reviews playing a role in R for Rabbit’s marketing strategy

    Customer testimonials and reviews are actually not part of the marketing strategy for us. They are a natural push or outcome of the product quality and service that we offer. We organically get a lot of testimonials and reviews that help us across ecommerce platforms. We actively seek these and benchmark our products & services around it. This has helped us immensely as on each of the ecommerce stores  90% of the products have 4.2+ Stars on the product listings.

    On R for Rabbit tailoring its marketing messages to resonate with different segments of the parenting market

    From an outsider perspective it may look like one big segment of parents. But further cohorts get formed when you focus on the needs of the parents. Every parent has pain points that change as the age of the baby changes. Our products are tailored to solving these. The needs of parents with a baby in 0 – 6 months are different for that in 6 – 12 months. Similarly those of a child in the 0-3 yrs range are different from that of 3yrs – 6yrs.

    Since our focus is on the ‘problem- solution- benefit’ approach, it helps us in clearly and effectively communicating with every segment. The idea is to make the community of parents where R for Rabbit can play a prominent role in not just selling the products but can help the parents in some way or the other through information over different channels like social media, whatsapp, emails etc. 

  • After being accused of being too sexy, Janhvi names the culprit

    After being accused of being too sexy, Janhvi names the culprit

    Mumbai: RENEE has always been a frontrunner when it comes to innovation they are known for their unique product launches. They are creating waves again by rebooting 90’s foot-thumping number for the of launch RENEE Floral Fest, featuring Jahnvi Kapoor. The video shows Jahnvi being accused of being too sexy in a courtroom wherein she reveals the impeccable Floral Fest being the real culprit that compels her to become too sexy to handle!

    The new fragrance ‘Floral Fest’ will surely turn heads as it oozes with sexiness. While Floral Fest takes center stage, RENEE offers a wide range of captivating scents like Ombre Oudh, Citrus Blast, Aqua Bliss to complement your mood and personality.

    “I really believe fragrance is a powerful tool for self-expression,” said RENEE Cosmetics co-founder Aashka Goradia. “A spritz of the right scent can enhance your personality and confidence instantly. Floral Fest isn’t just a perfume, it’s an essence of that feeling. We wanted to create fragrances that imbibe confidence in our consumers, and Jahnvi’s charisma and elegance perfectly embodies what our new collection stands for.”

    Jahnvi Kapoor shared her excitement on the launch, “Floral Fest is a fragrance that makes me feel confident. I feel delighted that I got to be a part of this collaboration, it’s the perfect scent for any woman who wants to embrace her inner fire. It’s the feeling of owning the room, turning heads, and leaving a lasting impression. This perfume is truly irresistible and is a statement piece in a bottle!”

    Alongside Floral Fest, the collection offers diverse fragrances that cater to every mood and occasion. All the RENEE products are available on major platforms including Blinkit, Zepto, and Swiggy Instamart; customers can also find the collection on all leading shopping websites.

     

     

  • The Body Shop introduces Braille features at its Activist Workshop store in Mumbai’s Palladium Mall

    The Body Shop introduces Braille features at its Activist Workshop store in Mumbai’s Palladium Mall

    Mumbai: The Body Shop, the iconic British-born international ethical beauty brand, is commemorating its 18th anniversary in India with the introduction of Braille features at its Activist Workshop store in Palladium Mall, Mumbai. This innovative move, the first-of-its-kind by The Body Shop, will be a part of a phased approach across its stores countrywide, representing a significant milestone in the brand’s ongoing efforts toward inclusivity and accessibility in India.

    Inspired by suggestions from Disability Rights Activist and Youth Collective Council (YCC) member Virali Modi, the Braille features include category call-outs across the store, unlocking a holistically inclusive shopping experience. The YCC was launched in August 2023 to incorporate the voices of India’s emerging changemakers into The Body Shop’s business strategy, fostering a more youth-centric, sustainable, and inclusive approach. This new initiative expands the ambit of The Body Shop’s inclusivity beyond its gender-neutral product range and diverse staff.

    Given The Body Shop’s value system and the YCC’s directive strategy discussed early this year at the organisation, the brand is also prioritising gender inclusivity based on suggestions by Ankita Mehra, an activist for the LGBTQA+ community. This is reflected in the brand’s gender-sensitive approach to hiring, training, and management, ensuring the head office and store staff embody this ethos as well.

    The brand, which is a changemaker and a pioneer in the beauty industry, has 10 staff members who are a part of the LGBTQA+ spectrum and embrace gender sensitivity at all levels. Additionally, The Body Shop recently hosted an immersive Diversity and Inclusion workshop for all its employees. Through this, the brand enabled its staff to explore and understand what it means to be inclusive, encouraging them to create a space that is safe, welcoming, and inclusive for all, creating an equitable workplace.

    The Body Shop – Asia South chief brand officer Harmeet Singh shared her thoughts. “We’re very excited to announce Braille integration at our Mumbai Activist Workshop store, and this coincides with our 18 years’ celebration in India. From inclusive hiring to Braille incorporation, we’re making ethical beauty accessible. Our goal is to gradually ensure inclusive in-store experiences for all, aligning with The Body Shop’s vision.”

  • Weekend Unwind with: Designer Jewellery founder Dishi Somani

    Weekend Unwind with: Designer Jewellery founder Dishi Somani

    Mumbai: With another weekend upon us, it is time to unwind with the latest Q&A edition of Indiantelevision.com’s Weekend Unwind—a series of informal chats that peek into the minds of business executives through a fun lens in an attempt to get to know the person behind the title a little better.

    In this week’s session, we have DishiS Designer Jewellery founder Dishi Somani.

    Without further ado, here it goes…

    1. Your mantra for life

    Ans: – Embrace the journey, with all its ups and downs, is a fulfilling way to approach life. It’s about finding meaning and growth in every experience, no matter how challenging or unexpected it may be.

    2. A book you are currently reading or plan to read

    Ans: – Recently, I read the book “The Maid” by Nita Prose, which is a gripping thriller centered on a maid working in a luxurious hotel who finds herself engaged in a murder case. It provides an exciting blend of suspense and mystery that I was excited to explore.

    3. Your fitness mantra, especially during the pandemic

    Ans:  – In my fitness journey, I live by the mantra of strength over excuses. Every workout not only transforms my body but also fortifies my mind and determination. On my way to optimal health and strength, I welcome the challenge, push my past limits, and celebrate every small victory.

    4. Your comfort food

    Ans: – Indian cuisine, with its rich and diverse tastes, is my go-to comfort food, offering pleasure and emotion in every bite.

    5. A quote or philosophy that keeps you going when the chips are down

    Ans: – The philosophy that keeps me going when the chips are down is that “This too shall pass”. It’s a reminder that tough times are temporary, and with resilience and perseverance, I can manage every situation.

    6. Your guilty pleasure

    Ans:  – Having creamy chocolate ice cream is my guiltiest pleasure, which offers a sweet escape from the stress of the day.

    7. The last time you tried something new

    Ans: -I recently began on a journey of following a healthy diet, a completely new experience for me, where I’m consciously making healthier food choices.

    8. A life lesson you learned the hard way

    Ans: -A lesson that I learned the hard way is that treating ourselves with kindness, understanding, and acceptance is important for building resilience and emotional well-being.

    9. What gets you excited about life?

    Ans: Life ignites my enthusiasm through the channels of creativity, continual learning, and the promise of personal growth.

    10. What’s on top of your bucket list?

    Ans: At the peak of my bucket list is contributing to groundbreaking innovations in AI and technology, which will help me to drive positive change in both my business and society.

    11. If you could give one piece of advice to your younger self, what would it be?

    Ans: The advice that I would like to share with my younger self is to embrace setbacks as chances to learn and grow. Every mistake is a lesson, shaping you into a stronger individual. Adapt, persevere, and rise above challenges with determination.

    12. One thing you would most like to change about the world

    Ans: If I could get the chance to change one thing in the world, it would be to encourage greater empathy and understanding among every individual. Through empathy, we can bridge gaps, foster compassion, and collaborate to create a more harmonious and peaceful world.

    13. An activity that keeps you motivated and charged during tough times

    Ans: Yoga is my source of strength during tough times, recharging my motivation and energy. Its regular practice brings balance, clarity, and autonomy, guiding me through life’s challenges with strength and serenity.

    14. What lifts your spirits when life gets you down?

    Ans: – When life gets tough, the presence of friends, family, and as well as the excitement of travel uplift my spirits. Their companionship, support, and new experiences bring joy and renewal, helping me to overcome difficult times.

    15. Your go-to stress buster

    Ans: – Dance is my ultimate stress buster. It’s not just a hobby but it works as a therapy for me, lifting my mood and freeing my mind. Moving to the rhythm helps me shake off tension and find joy, no matter how bad the situation is.

  • Maximize efficiency: Space-saving office interior designs

    Maximize efficiency: Space-saving office interior designs

    A small, compact office space can often feel confining and stifling, hampering employees’ creativity and productivity. However, with thoughtful design elements, it’s possible to transform even a small area into an inspiring and energising environment. One powerful strategy is to employ the art of illusion. For instance, using warm, natural lighting can create a welcoming and spacious atmosphere. Light-coloured walls, such as a soft beige or pale yellow, can trick the eye into perceiving more expansive dimensions. Simultaneously, various space-saving techniques can be implemented to minimise clutter, foster an open feel, and cultivate an inspiring ambiance – ultimately boosting efficiency. Here are some approaches:

    1. Open layouts: In small offices, cubicles, and partitions can make the space feel even more confined and restrictive. This not only reduces the circulation area but also makes employees feel stuck in one place. Open layouts are ideal for such spaces. Businesses can create a more open, collaborative environment by eliminating unnecessary walls and partitions. Open-plan layouts enhance communication and teamwork while allowing for flexible furniture arrangements and the efficient use of available square footage.

    2. Optimising square footage: While decorating a small office with artwork and accent pieces can stimulate creativity, the key is to balance functionality and aesthetics. Specific layouts can significantly impact your mindset and workflow. Finding the right balance ensures that employees feel comfortable and motivated, using the available space optimistically. This can be a game-changer in compact offices, enhancing both efficiency and productivity.

    3. Modular furniture: Choosing the right furniture is crucial for maximising space efficiency in small office designs. Opt for functional, adaptable, and appropriately sized furniture. For example, a desk with a built-in filing cabinet can save space and keep documents organised. Multi-purpose pieces, like a storage ottoman that can be used as a seat, are excellent choices. Modular furniture systems, such as a desk that can be extended or reconfigured, can be easily adjusted to meet changing needs. Additionally, furniture with built-in technology integration, like a desk with built-in charging ports, can minimise clutter and maximise functionality.

    4. Efficient storage solutions: In small office spaces, organisation is essential for efficiency and productivity. Minimising clutter by keeping only essential items helps create a tidy environment. Utilising vertical space for storage makes use of areas that are often overlooked. Investing in efficient storage solutions enhances organisation and availability. Establishing a system for organising paperwork, appointments, and deadlines is crucial, as is maintaining cleanliness to boost productivity and reduce stress.

    5. Tech-savvy solutions for efficiency: Leveraging technology can streamline tasks and simplify work processes. From project management software to automated scheduling tools, many great tools can help optimise office operations. By incorporating technology, small office owners can enhance efficiency, allowing them to accomplish more in less time, ultimately leading to greater business success.

    6. Optimise lighting, colour selection, and biophilic design: Strategic lighting and colour choices can create the illusion of more space and enhance the overall ambiance of an office. Maximise the use of natural light whenever possible, as it not only makes the space feel more open but also promotes employee well-being. Choose light-coloured furniture and finishes that reflect light, creating a sense of spaciousness. Incorporate mirrors or glass partitions to reflect light and give the illusion of a larger area. Additionally, integrate biophilic design elements, which is the practice of bringing nature into the built environment, by adding plants and natural textures to bring the outdoors inside. This can improve air quality, reduce stress, and increase productivity.

    These design elements not only maximise the available square footage but also foster collaboration, minimise clutter, and streamline workflows. Creating an inspiring and productive work environment within a small office space sure requires thoughtful design strategies, but it is not impossible.

    A well-designed small office can ultimately cultivate creativity, boost employee motivation, and drive productivity, positioning businesses for success within their spatial constraints. Embracing these practical yet innovative approaches can unlock the full potential of any compact office, turning spatial limitations into opportunities for innovation and growth.

    The article has been authored by Eleganz Interiors MD & CEO Sammeer Pakvasa.

  • Re’equil launches its daily hydration serum

    Re’equil launches its daily hydration serum

    Mumbai: Re’equil, a leading personal care brand recognised for its scientifically backed self-care solutions, launched the new daily hydration serum. This powerful formula is lightweight and provides deep hydration, giving a plump and soft skin.

    The Re’equil Daily Hydration Serum contains a combination of powerful ingredients like hyaluronic acid, sodium hyaluronate, and niacinamide, which provide a range of benefits for all skin types. Hyaluronic acid and sodium hyaluronate act as humectants, attracting and retaining moisture to provide long-lasting hydration. This effective combination also plumps the skin, promoting an even texture. Niacinamide, a versatile ingredient, helps strengthen the skin barrier for better moisture retention. This leads to well-moisturised, smooth, and soft-looking skin with increased resistance to environmental damage such as UV rays and air pollution.

    Re’equil founder Vipul Gupta explained, “At Re’equil, we are dedicated to actively responding to the growing demand of our customers. Keeping the same in mind, our new Daily Hydration Serum comes with Hyaluronic Acid. It has exceptional moisture retention and skin elasticity benefits making it perfect for delivering deep, long-lasting hydration for supple and radiant skin.”