ITV

Category: Brands

  • CASHe unveils its Super App; repositions itself as ‘Bharat Ka Money App’

    CASHe unveils its Super App; repositions itself as ‘Bharat Ka Money App’

    Mumbai: CASHe, a credit-led AI-driven financial wellness platform, has unveiled its super app with the tagline – ‘Bharat Ka Money App.’ Strategic repositioning underscores the brand’s aspirations to establish itself as a premier credit-centric financial platform, meeting the diverse financial needs of young working millennials in urban hubs and tier 2+ cities across Bharat. The new tagline captures the company’s steadfast focus on providing comprehensive financial solutions, seamlessly integrating credit, investment, and insurance-all customised to conveniently address the diverse financial needs of users on one unified platform.

    Simultaneously, CASHe has launched a revamped website (www.cashe.co.in) along with the launch of its mobile application, designed to expand its financial offerings to a broader audience and reinforce its national presence. The updated website visually embodies CASHe’s focus on innovation, further enriching the user experience. The refreshed mobile application, which was in beta mode for four months, is now accessible to all users and provides a distinctive experience for digitally savvy customers seeking a superlative digital encounter. CASHe’s super app encompasses various features in its credit suite, including personal loans, short and medium-term credit lines, TNPL (Travel Now, Pay Later), QR-led payments at merchant establishments, and educational loans. The Investment suite, powered by its wealth and InsureTech platform, Sqrrl, gives users access to a digitally enabled, mobile-first, bite-sized investment and insurance platform, enabling them to commence their investment journey with as little as Rs 100. The newly refreshed app aims to usher in a revolutionary new way to make finance easier, safer, and more engaging than traditional fintech apps.

    The strategic repositioning of the brand, coupled with the unveiling of the new website and app, comes in the wake of CASHe’s significant milestone of exceeding Rs 9,500 cr. in disbursements and achieving 50 million app downloads, fostering a monthly active user base surpassing 3.5 million. The company’s growth trajectory, combined with providing a range of financial solutions and the expanding reach of its user base across the country, had propelled this decisive move to position the platform as a symbol of its success and strengthen its commitment to staying at the forefront of global fintech innovation.

    CASHe CEO Yashoraj Tyagi said, “We are pleased to announce the launch of our new tagline, ‘Bharat Ka Money App,’ as a pivotal milestone in the evolution of CASHe. This strategic repositioning underscores our unwavering commitment to serving as a premier credit-centric financial platform for the young working millennials in urban hubs and tier 2+ cities throughout Bharat. The launch of our revamped website and mobile application signifies our focus on redefining the financial services landscape, providing a comprehensive and tailored financial solution to meet the diverse needs of our users. CASHe is not merely an application; it represents our commitment to delivering accessible, innovative, and empowering financial solutions to all.”

    Significantly, 75 per cent of CASHe’s user base originates from tier 2, tier 3, and small towns across India. The company has expanded its presence nationwide, covering over 18,000 pin codes. Furthermore, CASHe’s mission to provide financial inclusion extends to attracting new-to-credit customers and integrating them into the formal credit system, fostering greater accessibility and opportunities for previously underserved individuals, thereby enabling Bharat’s digital citizens to fulfil their financial aspirations.

     

  • 7UP onboards Ranbir Kapoor as the newest brand ambassador

    7UP onboards Ranbir Kapoor as the newest brand ambassador

    Mumbai: 7UP, a beverage brand renowned for its refreshing and effervescent appeal, onboards Bollywood star, Ranbir Kapoor, as the distinguished new face of the brand. This collaboration is poised to bring together the refreshing spirit of 7UP and the charismatic charm of Ranbir Kapoor – creating a perfect synergy that is set to unfold in the summer of 2024. Ranbir Kapoor along with 7UP, will be seen further elevating the brand’s new ‘Super Duper Refresher’ positioning in India.

    Ranbir Kapoor’s association with 7UP is yet another step by the brand towards creating a refreshing narrative that resonates with the audiences across the country. The collaboration is aimed at further deepening brand love and connect and set the stage for a super duper refreshing summer with 7UP in India.

    PepsiCo India category lead, cola & flavours Shailja Joshi said, “7UP has long been a driving force of refreshment in India, enchanting consumers with its quirky narratives and iconic TVCs. The Super Duper Refresher positioning, introduced earlier this year, has resonated with consumers nationwide, uplifting spirits and setting a new standard for refreshing experiences. As we culminate this remarkable year, it gives us immense pleasure to unveil Ranbir Kapoor as the newest addition to the 7UP family. His magnetic charm and widespread appeal perfectly align with the ethos of 7UP, and we cannot wait to create magic on-screen together in the upcoming summer season.”

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by 7UP India (@7upindia)

     

    Bollywood megastar Ranbir Kapoor shared his excitement for the association, “I am absolutely thrilled to join the 7UP family. There is a certain vibe to 7UP as a brand especially the positioning of super-duper refresher as this is actually something I personally relate to. A collaboration as exciting as this is a great way to start the new year, and I can’t wait for my fans to see me in an all-new avatar.”

    Ranbir joins Rashmika Mandanna and Anirudh Ravichander in the star-studded line-up of 7UP’s ambassadors in India and will feature in 7UP’s new Super Duper Refresher TVC that is set to take over traditional and digital platforms across the country soon.

  • Unlocking the power of data: How analytics drives performance marketing success

    Unlocking the power of data: How analytics drives performance marketing success

    Mumbai: “How much data is too much data?” is a question that I keep asking every day.

    The advent of better analytical tools and collaboration of inter-disciplinary approaches towards marketing both as a science and an art has enabled brands to have a new decision-making firepower in their arsenal.

    By unveiling actionable insights from this treasure of information from consumer behaviour, and preferences to the latest trends, data analytics offers organisations a glorious opportunity to stay ahead of the curve by delivering targeted, impactful, and laser-focused marketing campaigns that drive tangible results.

    Predictive Analytics in Marketing

    Predictive analytics is leveraged in marketing to forecast future trends and outcomes. By utilizing predictive models and algorithms, brands are able to gain valuable insights and make data-driven decisions to optimize their marketing strategies.

    The crucial benefit of predictive analytics in marketing is its capacity to enable businesses identify and target potential customers. By analyzing past customer behaviour and demographics, predictive analytics enables predicting which individuals are most likely to become paying customers. This allows businesses to focus their marketing efforts on the right audience, increasing the effectiveness of their campaigns (mROI).

    Competitive Analysis using Marketing Analytics

    Marketing analytics plays a crucial role in facilitating businesses to analyze and compare their marketing efforts with competitors. By leveraging data, businesses can gain valuable insights into their competitors’ strategies and use that information to enhance their own marketing strategies.

    A major benefit of using marketing analytics in this context is identifying gaps for improvement in marketing strategies. By competitors’ marketing campaign analysis, businesses can deep dive into what is working well and what is not. This further enables them to identify areas where they need to improve and areas where they have an advantage.

    Enhancing Marketing Automation with Marketing Analytics

    Marketing automation and analytics go hand in hand when it comes to optimizing a company’s marketing efforts. The relationship between these two elements is crucial to creating tailored and personalised marketing campaigns.

    When it comes to marketing automation, data-driven insights from marketing analytics play a significant role in enhancing its effectiveness. By analyzing customer data, marketers can gain valuable insights into consumer behaviour, preferences, and engagement patterns.

    These insights can then be used to create automated marketing campaigns specific to the needs and interests of individual customers.

    One of the main benefits of incorporating marketing analytics into marketing automation is the ability to deliver highly personalized experiences to customers. By utilizing data-driven insights, companies can segment their audience into different groups based on their characteristics, preferences, or behaviours. This segmentation allows marketers to deliver the right message to the right person at the right time, increasing the relevance and effectiveness of their marketing campaigns.

    Enhancing Inventory Management with Data Analytics

    Not all products contribute equally to drive performance, and data analytics helps brands segment their inventory effectively. By segregating products based on factors like demand, variability, seasonality, and margin contribution, brands can tailor their inventory strategies to each category. This translates to allocating more resources to high-demand, high-margin products while implementing cost-saving measures for lower-performing items.

    Conclusion

    “Data is the new oil” has been making its rounds across almost every conversation and these are a few instances where data can help fuel not only performance marketing but lead to overall sustenance and growth of brands and help sail through the variability in the environment.

    The author of this article is Adbuffs co-founder Abhishek Maity.

  • Myntra Beauty’s Virtual Try on feature drives adoption for leading brands enables 2X jump in conversions

    Myntra Beauty’s Virtual Try on feature drives adoption for leading brands enables 2X jump in conversions

    Mumbai: Myntra continues to record strong demand within the Beauty and Personal Care (BPC) sector, as beauty enthusiasts flank the platform for its assortment of leading homegrown and international brands, compelling value offers and its seamless tech-first end-to-end shopping journey. Riding on this strong demand, the platform has enhanced its Virtual Try-On feature, an offering that leverages Augmented Reality (AR) and Virtual Reality (VR) to personalize and improve the end-to-end shopping journey on the platform, enabling customers to discover and purchase the perfect shade across makeup categories. The feature on Myntra Beauty has enabled a 1.5X jump in consideration and 2X jump in conversion on the Makeup category styles using this feature on the platform.

    The Virtual Try-On feature has now also been extended to Makeup categories like lipstick, blush, eyeliner, eyeshadow, mascara, foundation, Contour, highlighter, and concealers, among others. The cutting-edge feature, working with ModiFace, an enterprise that solves for Augmented Reality (AR) technology in the beauty industry, has 11 Makeup brands live on Myntra with over 3000 styles, which include the likes of Lakme, Maybelline, M.A.C, L’Oreal Paris, NYX Professional Makeup, SUGAR, Faces Canada, Colorbar, among others. Lipsticks and Foundations were the most virtually tried products on Myntra Beauty. Technology also plays an imperative role in Myntra’s Beauty charter to enhance the overall experience with compelling features such as the Assisted selling tools like the AI Skin Analyzer (Skin and Hair) and Product Finder to truly simplify and personalize the shopping journey.  

    With a catalogue of a diverse range of more than 90000 SKUs across more than 1500 sought-after brands, Myntra’s BPC portfolio also includes more than 200 international brands, catering specifically to existing and emerging consumer needs and niches. Some of the popular brands on the platform include NYX Professional Makeup, Victoria’s Secret, Makeup Revolution London, Armani, Bath and Body Works, L’Oreal Paris, Lakme, Maybelline New York, Shiseido, Forest Essentials, M.A.C, and Phillips, among others.  

    Leading brands across the world continue to choose Myntra Beauty as the partner of choice to foray into the Indian market, with the likes of NYX Professional Makeup, Barry M, Jeffree Star Cosmetics, Caudalie, Etude, Benefit Cosmetics, Freeman, Paco Rabbane, Juice Beauty, Carolina Herrera, and Neal’s Yard Remedies having already impactfully reached Indian consumers via cohesive associations with the platform. Some of the recently on boarded brands include Victoria’s Secret, Farmacy, Olaplex, Sebastian Professional, among others. With D2C brands steadily gaining mindshare with beauty aficionados, Myntra Beauty has also enabled new age consumer brands in their growth journey, with brands like Plum, Foxtale, Villain, Minimalist, Renee, Arata, Sunscoop, Chemist at play, The Derma Co., MyGlamm, MARS and Re’equil, growing upwards of 80 per cent YoY on Myntra Beauty.

    Over the last year, Myntra Beauty has also witnessed a notable surge in men’s beauty and personal care purchases, particularly in self-skincare, acne and pimple care, hair removal spray, ingredients-led products like serum, face wash, and body wash, as well as foundation and concealer, with sheet masks for hydration and glowing skin also gaining popularity. Through the year, Myntra Beauty witnessed a 200 per cent YoY growth in men buying skincare products. As one of the few shopping destinations that has a healthy rate of fashion-forward, metrosexual male shoppers that flank the platform, Myntra observed men’s grooming trends such as a focus on hair removal and personal hygiene, a growing interest in skin minimalism, and an increasing popularity of DIY face masks, among others.

    Myntra Beauty has witnessed a 4X growth in selection in the last three years, with the platform constantly looking to strengthen its position as one of the go-to destinations for beauty, skincare, and personal care in the country, encouraging customers to ‘find their own beauty’. Emerging as one of the key players in India’s burgeoning beauty market, Myntra Beauty grew a whopping 3X of the market in 2023, with a high repeat rate on the platform. 

  • Saraf Furniture signs Jonty Rhodes as brand ambassador

    Saraf Furniture signs Jonty Rhodes as brand ambassador

    Mumbai: Saraf Furniture, is pleased to announce that it has onboarded South African Cricket Coach Jonty Rhodes as a brand ambassador to promote the Company’s product portfolio through in-store visual branding (electronic and print) along with digital media advertisements.

    Jonathan Neil “Jonty” Rhodes is a South African professional cricket coach, commentator and former Test and One Day International cricketer. He is regarded as one of the greatest fielders of all time and was the first South African cricketer to take 100 ODI catches. The public figure has recently shot a promotional video with the company which is being actively viewed on social media platforms

    As a part of this association, Jonty Rhodes will endorse Saraf Furniture’s brand products augmenting the Company’s reach across the country. Under the branding campaign, the company plans to undergo promotional activities through outdoor marketing, in-store visual branding (electronic and print) along digital media advertisements of its product portfolio. The company looks forward to having a long-standing alliance and strongly believes that the coalition will substantiate the brand philosophy.

    Commenting on the engagement, Saraf Furniture founder and CEO Raghunandan Saraf said: “We are delighted to have Jonty Rhodes as the face of our brand. Rhodes shares a strategic synergy with our brand. We believe this partnership will help us to connect better with our customers and communicate our brand’s philosophy. This association will also catalyze our geographical expansion and new product designs.”

  • How India Swiggy’d 2023- unwrapping India’s year in on-demand convenience

    How India Swiggy’d 2023- unwrapping India’s year in on-demand convenience

    Mumbai: If you’re reading this, chances are you already love Swiggy (don’t blame you; we are?), but as the year winds down, it’s time to wrap our heads around the year’s top tunes, look at search history stats (we also searched for ‘moye moye original song’), and, of course, look forward to knowing what food items ‘ate and left no crumbs’. Back for the 8th consecutive year, we’re ready to spill the beans on How India ‘Swiggy’d’ in 2023.

    Of course, you will see your personalised ‘How India Swiggy’d’ recap on the Swiggy app. However, going beyond personal ordering highlights, the insights are bound to reveal a unique self-realization of not just what we ate, but who we are.

    6,64,46,312 unique dishes on Swiggy’s menu across the country but the 5028 users who searched for ‘Swiggy’ on Swiggy, and the 1682 users who searched for ‘order’ didn’t find anything. For those who did, here is what they ordered –

    Binging on the biggest trends of 2023

    Opening with the biggest foodies of them all

    A user from Mumbai, who placed food orders worth ₹ 42.3 lakh (no, that’s not a CTC).

    Maximum orders were by user accounts in Chennai, Delhi, and Hyderabad who have placed more than 10,000 orders each.

    Chote chote sheheron mein, aise bade bade orders hote rehete hai

    The biggest party host came from Jhansi by placing an order with 269 items.

    With 207 pizzas ordered in a single day, it was no small pizza party at a household in Bhubaneswar. *tries to score an invite*

    What India relished

    Gulab Jamuns outshined the usual suspect Roshogollas with over 7.7 million orders during Durga Pujo.

    Alongside garba, Masala Dosa was the top favourite in veg orders for all nine days of Navaratri.

    Idli reigned supreme when a customer from Hyderabad spent 6 lakhs on them.

    Anime triumphed over K-pop, as Japanese cuisine saw 2x more orders compared to its Korean counterpart.

    Cake is the answer, no matter the question

    Bangalore believed in having its cake and eating it too. With 8.5 million orders placed for everyone’s favourite chocolate cake, the city was honoured as the ‘Cake Capital’.

    Love and temptation made for a perfect pairing during Valentine’s Day 2023, as India ordered 271 cakes per minute.

    A user from Nagpur ordered 92 cakes in a single day, and probably ate it for breakfast, lunch, dinner, and repeat!

    Savouring sensibly: Gourmet and Guiltfree Delights

    Love for babas, papas, abbus, pops, and babujis peaked this Father’s Day – with the highest orders on Swiggy Gourmet.

    With over 2.1 million orders for sugar-free desserts, looks like some stuck to their New Year’s resolution in 2023 by using Swiggy Guiltfree Vegans made an intense foray to become the most common dietary preference, as orders on Swiggy Guiltfree witnessed a significant rise of 146% for vegan orders

    2023 was the International Year of Millets and we saw a 124% growth in orders for millet-based dishes on Guiltfree and a 38% increase in search queries for them.

    Foxtail, buckwheat, jowar, bajra, ragi, rajgira, and amaranth were the most searched keywords in the healthy food category.

    The return of the Big B – Bringing comfort and indulgence all at once – BIRYANI – scored big, topping the charts as the most-ordered dish on Swiggy for the eighth straight year.

    India ordered 2.5 biryanis per second in 2023. For every 5.5 chicken biryanis, there was one veg biryani ordered.

    The love for biryani expanded with 2.49 million users making a debut on Swiggy with a biryani order. Very Yashasvi Jaiswal of these people.

    And just in case you’re still doubting the hype, biryani has been searched for a staggering 40,30,827 times on the platform.

    Every 6th biryani was ordered from Hyderabad and the champion of the biryani brigade was a Swiggy user from the city who ordered 1633 biryanis this year.  That is more than 4 biryanis a day. Phew!

    A Biryani-loving family in Chandigarh ordered 70 plates in a single go during the nail-biting India Vs. Pak World Cup match in October. Swiggy was clocking over 250 Biryani orders per minute during this match.

    2023 also delivered Swiggy One and One Lite users with over ₹ 900 crores in savings! Swiggy One is the country’s only membership program with benefits across food delivery, quick commerce, dining out, and pick-and-drop services. A single Swiggy One user saved ₹ 6.98 lakhs through free deliveries, discounts, and other benefits.

    Dineout Delights

    Saving the moolah is a native Indian trait – and Swiggy Dineout users put it to good use with jaw-dropping ₹ 300 crores in savings.

    A smart Hyderabadi used ‘IT’ing skills to eat out and still save. ₹ 5.58 lakh to be precise, thanks to the exclusive discounts and offers available through Swiggy Dineout.

    A person in Ahmedabad enjoyed dining out 300 times this year, exploring delightful dishes across 20 different restaurants, and making the most of 2023, even before the year is over!

    A Delhiwala gave the Amdavadi some tough competition setting a record for the highest single bill of ₹ 3,00,149.

    A lot can happen in 10 minutes: Swiggy instamart

    If you put all those who ordered from Swiggy instamart’s top five cities in a country, it would be the 17th most populated in the world- Welcome to Insta-pur!

    A gentleman from Jaipur placed 67 orders on Swiggy instamart in a single day. We’re not sure how big his party was but would’ve loved an invite!

    The single highest order was worth ₹ 31,748. This user from Chennai stocked up on coffee, juice, cookies, nachos, and chips.

    But the fastest delivery of the year? was in Delhi, where Swiggy instamart delivered a packet of instant noodles in 65 seconds. That’s about half the time it takes to make those noodles.

    The biggest mango lovers reside in Bangalore. The city ordered more mangoes than Mumbai and Hyderabad put together.

    Milk, followed by curd and onions was the most searched item on Swiggy instamart. Lucky for the 30 million who found milk unlike those who came looking for “Captain America” or “Anything”.

    In September 2023, Swiggy instamart introduced the bag opt-out feature. In just two months, close to a million deliveries have been made in an eco-friendly manner.

    Hamare asli Heroes cha gaye iss saal

    Swiggy’s delivery partner covered an impressive 166.42 million green kms using electric vehicles (EVs) and cycles, contributing to sustainable and eco-friendly delivery.

    Venkatasen, our delivery partner from Chennai, and Santhini from Kochi delivered a whopping 10,360 and 6253 orders each. Ramjeet Singh from Gurgaon delivered 9925 smiles while Pardeep Kaur made 4664 of her fellow Ludhianites happy with food deliveries.

    Going the extra mile, one of our delivery partners traveled 45.5 km to deliver some…wait for it- fast food! Each stat and insight uncovered in our revelations of 2023, is a testament to the diverse palates and evolving food and on-demand delivery culture across India and tells a story of a year well-Swiggy’d.

    As we continue to celebrate the unique flavours that define our Swiggy journey, here’s to many more delicious tales, gourmet delights, and exciting trends in 2024.

  • Say it with a Heart, Korean style with Mia by Tanishq: A mini Sarang Hearts assortment

    Say it with a Heart, Korean style with Mia by Tanishq: A mini Sarang Hearts assortment

    Mumbai: With millennials and Gen Z increasingly hooked on K-dramas and K-pop, there’s a lively wave of deep-rooted influence extending beyond fashion, beauty, and language, significantly shaping various facets of Indian cultural habits. Hopping on the trend, Mia by Tanishq fashionable jewellery brand is excited to introduce Sarang Hearts, a captivating mini-assortment that pays homage to the multifaceted allure of Korean culture, affectionately known as the Hallyu or Korean Wave, which has enchanted enthusiasts across India. This collection serves as a vibrant celebration of the diverse aspects of Korean influence, encompassing K-drama, K-pop, K-beauty, cuisine, fashion, and more.

    At the heart of SarangHearts lies the inspiration drawn from the iconic Korean finger hearts – a symbol universally recognized for its expression of love and connection. The Sarang Hearts Pendant – Earrings set, encapsulates the joyous spirit and diverse cultural influences, offering fans and followers an elegant and playful way to embrace their love for various facets of Korean culture in their everyday look.

    Our vision with Sarang Hearts was to encapsulate the joyful spirit emanating from the iconic finger hearts, representing the now global language of love and affection. The collection echoes the vibrancy and cultural richness that the Hallyu phenomenon brings, inviting enthusiasts to embrace and express their admiration for Korean culture.

    Sarang Hearts, with its playful and unique design, makes for a perfect expression of #KahoKuchSpecial, enabling individuals to share meaningful connections and moments with loved ones. Whether it’s gifting a token of affection or adorning oneself with a piece of cultural resonance, Sarang Hearts invites individuals to revel in this celebration and express their vibrant personality. 

  • “Myprotein plans to further its market expansion in India by continuing its three pronged approach”: My Protein’s Sudeshna Saha

    “Myprotein plans to further its market expansion in India by continuing its three pronged approach”: My Protein’s Sudeshna Saha

    Mumbai: MyProtein is one of the preeminent sports nutrition brands with an extensive range of excellent quality products, including protein powders, healthy high-protein snacks, vitamins, minerals and performance clothing. It is Europe’s No. 1 brand, founded in 2004 and currently operates in around 70 countries.

    It was launched with a vision to fuel people’s fitness ambitions across the world. To accomplish this, MyProtein provides a broad range of categories, including vegan-friendly, dairy-free, and gluten-free. The brand supplies a wide variety of products that contain zero animal substances, ensuring to play a part in improving general animal welfare and reducing toxic emissions.

    The brand is using fringe sports to build it’s presence in India. By moving away from the traditional pull of cricket, MyProtein has found significant success in India by collaborating with athletes in Taekwondo, Basketball, Football, Swimming, Boxing & MMA. Focusing on betting early and winning later in the athlete journey. Currently, the strategy has worked for MP, Some standout moments have been Sahal Abdul (Recorded as the second most expensive football transfer in Indian football history when he moved from Kerala to Mohan Bagan for 1.5 crore) & Afreen Hyder, Kashmir’s first female Taekwono athlete and gold winner in the Senior National Championship 2023-24, along with best female athlete.

    Indiantelevision.com on an email interaction with My Protein’s regional manager India Sudeshna Saha, discusses on its shift from traditional sports, to implementing strageties & facing challenges etc.

    Edited excerpts

    On Myprotein’s decision to shift its focus from traditional sports like cricket to less mainstream sports such as Taekwondo, Basketball, Football, Swimming, Boxing, and MMA in the Indian market

    Myprotein has identified an underserved market within India’s diverse lifestyle communities, prompting a deliberate strategic pivot away from conventional sports such as cricket. Discerning a notable void, our renewed focus is now directed towards niche sports including Taekwondo, Basketball, Football, Swimming, Boxing, and MMA. This strategic realignment is intricately tied to the burgeoning significance of fitness and nutrition within these sports, aligning seamlessly with the dynamic shifts in consumer preferences.

    Our steadfast commitment to the vision of elevating India’s fringe sports to international standards remains unwavering. This strategic transition underscores a conscious effort to synchronize our endeavors with overarching objectives for the country. By channeling our resources and expertise into these less mainstream sports, we aim to foster a paradigm shift in the Indian sports landscape, ultimately positioning them on a global scale.

    On implementing strategies to leverage its association with athletes in fringe sports to increase brand visibility in India

    Myprotein has strategically capitalized on its affiliation with athletes in niche sports to augment brand visibility within the Indian market. Through a meticulous analysis of the market landscape, we identified a discernible gap in less mainstream sports and subsequently initiated engagement with influential figures and athletes within these communities. Our emphasis on fitness and nutrition aligns seamlessly with the ethos of these sports, and we have fortified this commitment through activations with  Myprotein ambassadors and esteemed fitness influencers, such as Robin Singh, Ankit Kaliyar, Mukesh Gahlot, Jeet Selal and more.

    This comprehensive approach includes authentic product sampling and reviews, ensuring a genuine and impactful representation of Myprotein within these niche communities and targeted audiences. By adopting this strategy, we not only bolster our brand’s visibility in the Indian market but also resonate profoundly with audiences who are passionate about diverse sports and committed to embracing healthy lifestyles.

    On challenges faced in promoting its products and brand image through less popular sports compared to cricket in India

    To reach a wider audience beyond traditional sports like cricket and cater to diverse fitness interests, it’s essential to address the challenge of ingrained preferences. Successfully marketing products to a broader spectrum of athletes requires strategic approaches such as emphasizing personal fitness journeys and embracing various workout forms. Overcoming initial scepticism in less mainstream sports communities can be achieved by forming partnerships with influencers and introducing localized innovations. Building trust in these communities involves careful product planning, highlighting affordability, and consistently reinforcing quality and accreditation claims.

    On the brand engaging its target audience through the sponsorship or endorsement of athletes in fringe sports

    Through influencers to sample and review products and Myprotein ambassadors, we look to curate content that is informative and engaging. Emphasizing a micro influencer strategy, we tap into more engaged audiences that cater to regions not easily penetrable through mainstream media. This approach ensures authentic connections, fostering genuine endorsements that resonate with our niche market and reinforce the brand’s commitment to diverse fitness communities. By being visible at the right moment and the right platform, we are able to build our visibility and preference for Myprotein as a supreme nutrition provider.

    On Myprotein observing any shifts in consumer behaviour or preferences following its engagement with athletes from lesser-known sports in India

    Internally Myprotein has noticed heightened brand awareness, positive brand association, and a greater inclination among consumers to include Myprotein products in their buying choices. By spotlighting athletes’ unique journeys and personalized nutrition, the brand extends beyond traditional bodybuilding, fostering broader interest in diverse fitness and emphasizing nutrition’s crucial role across various sports.

    On expansion plans to continue leveraging market expansion efforts in India

    Myprotein plans to further its market expansion in India by continuing its three pronged approach. This includes sustained support for leagues, individual athletes, and associations. We as a brand planning to elevate product relevance through sustained athlete engagement and personalized marketing i.e catering to Indian preferences and utilizing influencers for authentic product sampling and reviews that seek to tap our target audience. Future plans include exploring new fitness forms, localized innovations, and maintaining affordable pricing to effectively target diverse consumer segments. This comprehensive strategy underscores our commitment to ongoing market expansion efforts in India.

  • 2023 unveiled: A tapestry of triumphs, challenges, and innovation in the world of technology

    2023 unveiled: A tapestry of triumphs, challenges, and innovation in the world of technology

    Mumbai: As we bid farewell to 2023, it’s time to reflect on the dynamic landscape of the brands digital marketing and technology industry, which has faced significant challenges, and unfolded new dimensions of innovation. The past year has been a roller coaster for marketing enthusiasts, with groundbreaking achievements, persistent hurdles, and the relentless pursuit of progress shaping the narrative. Let’s delve onto our industry experts who have placed their thoughts for the industry this year and are looking forward to the future.

    Yango Tech CEO & co-founder Max Avtukhov

    “The e-grocery and retail market in India is undergoing unprecedented growth, fueled by increased internet penetration and evolving consumer behavior that favors online shopping. This shift, coupled with the convenience factor, has spurred the convergence of technology and consumer demands. Personalized recommendations and enhanced last-mile delivery are key outcomes, fostering a dynamic and flourishing environment. Projections indicate that the India Online Grocery Market is poised to reach USD 130 billion by 2032, exhibiting a remarkable CAGR of 37%. Despite facing challenges in logistics, quality assurance, and competitiveness, the e-grocery and retail sector in India continues to thrive, fundamentally reshaping how Indians procure their daily essentials. The trends observed in 2023 affirm this trajectory. At Yango Tech, our commitment is unwavering. We are dedicated to empowering retailers and e-commerce platforms with cutting-edge technologies, enabling them to navigate the evolving landscape of customer behavior and seize a significant share of this burgeoning market.”

    Vinod Cookware director Sunil Agarwal

    “Cooking is an ever-evolving art, constantly improving with new ingredients, recipes, and cookware. In 2023, we’ve embraced transformation in how we approach the culinary world. As we stride into the future, we’re also witnessing a surge in demand for eco-friendly and sustainable kitchen solutions. Recognizing this shift, our commitment to offering products that balance innovation with environmental responsibility remains unwavering. Smart kitchen technology is another arena that’s shaping the landscape. We have incorporated smart features into our designs to make cooking not just convenient but also an immersive and enjoyable experience. This year marked the introduction of our  Zest Ceramica Collection, Vinod Connect, and Aluminum Die Cast Range, revolutionizing the modern Indian kitchenware industry. Apart from catering to the needs of our consumers we also ventured into the B2B sector with the launch of our Vinod Horeca Range to cater to the needs of hotels and cloud kitchens. Strategic partnerships with Sony’s Masterchef India and KBC showcase our dedication to impactful collaborations. In line with the booming global kitchenware industry, projected to reach USD 37.23 billion by 2027, we also expanded our reach with the launch of Vinod Cookware’s UK website, bringing our quality products to the UK and EU markets. As we navigate this era of change, 2023 underscores the importance of adaptability in today’s world be it at your workplaces, homes, and kitchens.”

    Abzo Motors co-founder Kanchi Patel

    “The EV industry has experienced substantial growth in the last few years, and 2023 has been no exception. In the first half of this year, EV sales reached 5.1 million units, on track to surpass 10 million units for the full year. Witnessing the surge in electric vehicle adoption has been an enriching experience, reaffirming the industry’s shift towards a cleaner and greener future. Several major automakers are investing in the Indian EV market, including Tata Motors, Hyundai, and Mahindra & Mahindra. In turn, the enthusiasm and acceptance from consumers have been overwhelming, highlighting the growing awareness and appetite for eco-friendly mobility options.  This year has proven to be a significant milestone for us as we proudly launched our first e-bike, a testament to our commitment to sustainable and innovative transportation solutions As co-founder of Abzo Motors, navigating through the dynamic landscape of 2023 has been both challenging and rewarding, and we look forward to continuing our contribution to the evolution of the EV industry, paving the way for a more sustainable and electrifying future.”

    Chimp&zInc co-founder & CEO  Angad Singh Manchanda

    “Marking a dynamic shift in marketing trends, 2023 has witnessed a complete transformation in the digital marketing front. With much anticipated augmented reality and social commerce to purpose-driven content, the industry has undergone a holistic revamp. Authentic storytelling has rightfully claimed the spotlight, placing a strong emphasis on forging genuine emotional connections with consumers. The fusion of personalization and technology emerged as a game-changer, reshaping our online experiences. Adding to our learning journey were new trends like Generative AI, Machine Learning, Customer Data Platforms, and Voice Search. Artificial Intelligence (AI) strategies gained substantial momentum, enhancing the intelligence behind digital experiences. Privacy rules became a prominent point of discussion showing the industry’s dedication to responsible practices. CGI trends, including Augmented and Virtual Reality, alongside the widely embraced generative AI, prominently graced the stage. Each of these trends ignited curiosity among marketing professionals, providing us with powerful tools to weave compelling stories. We’ve discovered that fostering a curious mindset, coupled with courage and a commitment to authenticity allows us to actively participate in shaping the future of digital marketing. Here’s to a year that not only pushed boundaries but also ignited creativity.”

  • Marriott & Singapore Airlines enhance partnership for member benefits

    Marriott & Singapore Airlines enhance partnership for member benefits

    Mumbai: Marriott International and Singapore Airlines (SIA) today announced the strengthening of their strategic partnership, which provides members of Marriott Bonvoy, Marriott International’s award-winning travel programme, and KrisFlyer, the SIA Group’s lifestyle rewards programme, with more ways to maximise their benefits.

    Starting today, eligible members of the two programmes may receive a status match and take advantage of an accelerated pathway to obtain a higher elite status. The expansion of this collaboration is in addition to the two-way points and miles transfer benefits for members of both programmes that were announced in January 2023, and allows them to convert their Marriott Bonvoy points into KrisFlyer miles and vice versa.

    Marriott International chief sales and marketing officer, Asia Pacific excluding China, John Toomey said: “We are thrilled to announce the expansion of our collaboration with Singapore Airlines, providing members with added value to make the most of their travels and enjoy exclusive benefits across Marriott Bonvoy’s extensive global network of nearly 8,700 hotels and resorts spanning over 30 distinct brands. This is a significant milestone that not only marks the extension of our global airline programme but also reaffirms our commitment to continuously enhance our approach to customer loyalty.”

    Singapore Airlines’ acting senior vice president of marketing planning Dai Haoyu said: “Strengthening our partnership with Marriott allows KrisFlyer members to unlock even greater benefits while enjoying more ways to earn and redeem their points and miles. This comes at an opportune time amid the strong demand for international travel. With this enhancement, our members can look forward to better value, as well as more accrual and redemption opportunities that match their evolving lifestyle interests.”

    Details of the enhanced benefits include:

    . Status match: Members will be able to enjoy elite status matches according to the elite tiers of both programmes. Solitaire PPS Club, PPS Club, and KrisFlyer Elite Gold members will receive a status match to Marriott Bonvoy Gold, while Marriott Bonvoy Platinum, Titanium, and Ambassador members will receive a status match to the KrisFlyer Elite Silver tier.

    . Marriott Bonvoy Elite status benefits may include room upgrades, late check-outs, bonus points, welcome gifts, and more. KrisFlyer Elite status benefits may include bonus miles, complimentary seat selection for customers flying with Singapore Airlines, complimentary lounge access, priority check-in and boarding, additional baggage allowance, and more.

    . Accelerated Pathways to Higher Membership Tiers: Eligible Marriott Bonvoy members can accelerate the upgrade of their KrisFlyer membership to higher tiers by completing as few as two to four flights with SIA within six months. Similarly, eligible KrisFlyer members can achieve accelerated status matches with Marriott Bonvoy by staying three to 10 nights at any participating Marriott Bonvoy portfolio of hotels, within six months.

    . Access to Exclusive Promotions: Marriott Bonvoy and KrisFlyer will periodically launch exclusive campaigns where members can earn both miles and points through their hotel stay and flights. More details will be announced in due course.