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Category: Brands

  • Wellbeing Nutrition unveils empowering wellness tea collection

    Wellbeing Nutrition unveils empowering wellness tea collection

    Mumbai: Wellbeing Nutrition is taking love for tea to a whole new healthy level with the launch of their revolutionary premium Wellness Teas. This collection seamlessly blends the art of tea with the science of nutrition. The brand aims to transform the traditional tea-drinking experience into a holistic journey of flavour and function while serving as a beacon of change by empowering the tea artisans at the Makaibari Estate.

    Sticking to its core values of delivering products that keep up with this fast-paced world, these Wellness Teas cater to individuals seeking a natural and effective way to improve their health. By harnessing the power of nature while keeping artificial chemicals at bay, each tea variant is designed by combining ancient wisdom with modern scientific research. The result is a collection that adds a healthy touch to the enjoyment of one of life’s simple pleasures. This offers regular and novice tea drinkers an easy way to begin their new health regimen.

    “We are thrilled to introduce a tea collection that embodies our core philosophy: merging the goodness of nature with the tapestry of tea,” said Wellbeing Nutrition founder Avnish Chhabria.

    Crafted with intention, the collection consists of six unique tea variants that target specific health issues. The Cleanse Adaptogenic Herbal Tea is enriched with 22 ingredients that work in synergy to support the body’s natural detox process. The Sleep Adaptogenic Herbal Tea contains melatonin along with 13 other soothing ingredients to promote relaxation and gently induce sleep. For those looking to increase their attention span, the Focus Adaptogenic Herbal Tea is perfect. It contains potent ingredients that work synergistically to rejuvenate the mind with every sip, while Her Care contains ingredients that help balance hormones, reduce testosterone levels, and improve menstrual cyclicity. Slim Adaptogenic Green Tea and Digest Adaptogenic Green Tea are the only two caffeine-enriched variants in the collection and come with their own distinctive benefits. The former helps boost fat burning, block sweet taste receptors, and support metabolic function, while the latter is infused with heat-resistant probiotics and a mixture of natural ingredients to nourish the beneficial bacteria within your gut.

    When it comes to empowerment and cultural enrichment, the sourcing method and community are equally crucial. The leaves are harvested by skilled artisans from the iconic Makaibari estate, one of the world’s oldest tea plantations. Tucked between six Himalayan ridges, this tea grows amid ancient forests that are home to a range of flora and fauna. All these components, along with a celestial calendar, add to the tea’s excellent flavour and aroma, resulting in a truly extraordinary tea experience.

    The women at the estate possess an inherent understanding of plucking the finest leaves and buds. This age-old artisanal technique has been passed down through generations, ensuring you reap its full benefits with every sip. While these artisans ensure that you get the maximum benefits of each ingredient, their valuable contributions don’t go unnoticed. Their dreams and ambitions are also nurtured, setting the stage for a more promising future. From ensuring their kids get access to high-quality education to guaranteeing comfortable homes and providing their families with comprehensive healthcare, every woman in this community is well taken care of.

    “This tea collection is also a tribute to those who cultivate them. It tells a story of strength, sustainability, and the promise of a better future,” said Avnish Chhabria.

    In addition to helping people from all walks of life ensure #AHealthierTomorrow, the brand also places a strong emphasis on sustainability. Its commitment to the planet is another unique property that makes the collection stand out from the sea of competitors. The teas are packaged in eco-friendly materials, which highlights the brand’s dedication to reducing its carbon footprint. Unlike other non-biodegradable nylon tea bags available on the market, Wellbeing Nutrition teas use a biodegradable tea bag made from corn starch. Wellbeing Nutrition is also known to prioritize transparency, and it’s no different with this new launch. Customers get detailed information about the ingredients used in each blend and the specific benefits they offer. This level of transparency builds trust among consumers who seek products aligned with their own wellness goals. With so many competitive advantages, it is no surprise that this new launch is already capturing the attention of health-conscious consumers.

    “The Wellness Tea collection was born through extensive research and a commitment to quality. They are more than beverages; they embody a holistic approach to wellness while celebrating the essence of tea culture.” Avnish Chhabria, Founder of Wellbeing Nutrition.

  • Motorola unveils lowest prices for Flipkart Big Billion Days 2023

    Motorola unveils lowest prices for Flipkart Big Billion Days 2023

    Mumbai: Motorola, India’s best 5G smartphone brand has announced massive discounts with the lowest-ever prices on its smartphones, ahead of the Flipkart Big Billion Days Sale. As of 28 September, 7 p.m. onwards, customers can buy most of the smartphones across the motorola edge, moto g, and moto e series, at incredibly attractive festive special Big Billion Days sale prices which have been made live early. Additionally, the highly anticipated Big Billion Days special, motorola edge 40 neo also goes on sale for the first time at an exclusive and limited period festive price of Rs. 19,999 for the 8+128 GB variant and Rs. 21,999 for the 12+256 GB variant.

    Starting with the Big Billion Days Specials, consumers can purchase the world’s lightest IP68 rated 5G* and the world’s first smartphone to be powered by the lightning-fast MediaTek Dimensity 7030 processor, the motorola edge 40 neo, which goes on sale for the first time at a disruptive price starting at Rs. 19,999. (including bank offer). The device features the segment-first 144Hz 6.55” curved pOLED display with 10-bit billion colours. The motorola edge 40 neo is a perfect combination of cutting-edge technology and a great value-for-money offering. It’s a true head-turner with its PANTONE™ curated trend-setting colours like Soothing Sea, Caneel Bay, and Black Beauty. The phone has an ultra-light and ultra-thin endless edge design and vegan leather finish. It also comes with a 50MP Ultra Pixel Night Vision primary camera with OIS, a 13MP secondary camera that supports an ultra-wide-angle lens along with Macro Vision and Depth segment in one camera itself. On the front, users are presented with a 32MP selfie camera with quad-pixel technology which guarantees remarkable selfies in all lighting conditions.

    Further strengthening Motorola’s 5G portfolio, the moto g54 5G, India’s most powerful~ 5G smartphone enables users to experience marvelous performance in the sub-20K segment at never-before-seen prices of Rs. 12,999 and Rs. 14,999 for 8+128 GB and 12+256 GB variants respectively, from 8 October. The moto g54 5G is also the segment’s 1st smartphone with a remarkable in-built 12GB RAM + 256GB storage configuration and the segment’s most powerful MediaTek Dimensity 7020 octa-core processor. Additionally, this device boasts two more segment-first features: the 50MP shake-free camera with OIS technology and the massive 6000mAh battery.

    At an enticing price of Rs. 16,999, the moto g84 5G becomes the first smartphone ever featuring the Pantone colour of the Year 2023 Viva magenta with vegan leather in the sub 20K segment to be launched in Pantone curated colours. Its vivid 120Hz 6.55” pOLED display with 10-bit colour depth and 100% DCI- P3 support delivers over a billion shades of film-quality colours and truly brings entertainment to life. India’s most loved smartphone with 8GB RAM and 128GB storage powered by Snapdragon® 680, the moto g32 is also available at an incredible price of Rs. 8,999. A rare find in this price range, the moto g32 presents users with a modern center punch-hole design on its super-smooth FHD+ 6.5-inch display & 5000mAh battery.

    India’s most affordable smartphone with 8GB RAM & 128GB storage, the moto e13 is available at a massively discounted price of Rs. 6,749. This device is backed by a strong 5000mAh battery to ensure long-lasting power and minimal downtime.

    Moreover, users can also purchase the world’s slimmest 5G smartphone with an IP68 rating, the motorola edge 40, at a Big Billion Day offer price which will be announced on 8 October. It is also the world’s first smartphone to be powered by the blazing fast MediaTek Dimensity 8020 Processor along with the segment’s first 144Hz 3D curved display with edge lights (6.55″ pOLED HDR10+). This device also has wireless charging support, making it the first of its kind in the segment. A power-packed smartphone for a price that’s set to leave the users in awe, making it a great value-for-money deal.

  • BigMuscles Nutrition signs Hardik Pandya as brand ambassador

    BigMuscles Nutrition signs Hardik Pandya as brand ambassador

    Mumbai: BigMuscles Nutrition, a leading name in the health and fitness industry has signed Hardik Pandya, renowned international cricketer, as the brand ambassador for its wide range of nutritional supplements. This collaboration between fitness icon Hardik Pandya and BigMuscles Nutrition highlights their shared commitment to promoting a healthier lifestyle through high-quality protein nutrition.

    Premium Gold Whey Protein, its marquee product which is Informed Choice certified, a global quality assurance program for dietary supplement products, provides 25 gm of protein and 11 gm of essential amino acids per serving. It is designed for fitness enthusiasts, gym goers and high-performance athletes who need global quality-assured products to meet their fitness goals.

    BigMuscles Nutrition MD Suhel Vats said, “We are thrilled to have Hardik Pandya, a high-performing international athlete on board as our brand ambassador. Hardik’s reputation, dedication and passion for fitness and his commitment to excellence, perfectly align with our values at BigMuscles Nutrition. Our products are aligned with our performance-personified ambassador and are a part of his workout regime.  Our campaign #PerformanceHiPehchaan reflects the high-quality performance of our products that makes them acknowledged market leaders.”

    Premium Gold Whey Protein, a derivative of milk, is a high-biological value protein that contains essential amino acids necessary for muscle building and repair, and recovery. This concentrated source of amino acids facilitates muscle protein synthesis, essential for athletes and gym goers who undertake high-intensity workouts.

    Commenting on his association with BigMuscles Nutrition, Pandya, said, “As a professional athlete, I am very particular about my fitness and dietary regime. BigMuscles Nutrition’s Premium Gold Whey Protein is the perfect protein companion for individuals focusing on high intensity muscle-building workouts and looking for global standards in their supplement. I am excited about this campaign and look forward to having fitness enthusiasts experience this high-performance video.”

  • Bisleri launches limited edition bottles featuring Thalapathy Vijay in ‘Leo’

    Bisleri launches limited edition bottles featuring Thalapathy Vijay in ‘Leo’

    Mumbai: Bisleri, India’s leading packaged drinking water, has partnered with the highly anticipated action-thriller film – Leo, starring the industry heartthrob Thalapathy Vijay. The partnership will see Bisleri limited-edition packs featuring the iconic ‘Leo’ coin. These limited-edition packs will be made available in 500ml, 1 ltr and 2ltr SKUs, catering to the discerning tastes of consumers across Tamil Nadu and Kerala.

    Commenting on the collaboration, Bisleri International Pvt Ltd head of marketing Tushar Malhotra said, “We are thrilled to announce our partnership with Leo, our eleventh limited-edition pack in the span of a year that connects with our consumers. These movies are a celebration of our rich cultural heritage that plays a big part of our consumers everyday life.”  

    Also, Lalit Kumar of Seven Screen Studio, commented, “We are thrilled to partner with Bisleri, a brand whose values seamlessly align with our movie’s narrative. The collaboration injects a fresh and innovative dimension into our film’s promotional efforts, igniting excitement among fervent movie lovers.”

    The limited-edition packs will be accessible across 40,000 retail outlets, encompassing both traditional and modern trade stores in Tamil Nadu and Kerala. Additionally, the special packs will be conveniently available on the Bisleri @Doorstep App for the utmost convenience of our valued customers.

     

  • PM Narendra Modi achieves an approval rating of 65 cent in September 2023: Ipsos IndiaBus Poll

    PM Narendra Modi achieves an approval rating of 65 cent in September 2023: Ipsos IndiaBus Poll

    Mumbai: According to the new wave of the Ipsos IndiaBus Poll, PM Narendra Modi has achieved an Approval Rating (AR) of 65 per cent among urban Indians. Seven per cent were neutral, 18 per cent disapproved and nine per cent were undecided.

    Ipsos IndiaBus Poll

    Zones, cities,  SECs, age groups, cohorts – How does Mr Modi stack up

    Zone-wise, the approval rating outcome showed Mr Modi achieving a higher rating in western India (80 per cent), eastern India (73 per cent), and northern India (72 per cent), though in southern India his approval rating was a measly 31 per cent. Likewise, his AR was higher in tier one (76 per cent), tier two (64 per cent) and tier three (62 per cent) vis-à-vis metros (58 per cent). Interestingly, his AR was almost the same across SECs – SEC A (69 per cent), SEC B (64 per cent) and SEC C (63 per cent).

    Approval rating across the two genders was almost at par – women (65 per cent) and men (64 per cent). A similar trend was noticeable across age groups where his approval rating was steady – 18-30-year-olds (66 per cent), 31-45 years (64 per cent) and 45 (64 per cent).  Also across the different cohorts, his approval rating was high – unemployed (75 per cent), students (69 per cent), employed (67 per cent) and full-time parent/ homemaker (63 per cent), with the exception of the self-employed (47 per cent).

    Notably, those with higher education gave a higher approval rating of 70 per cent to Mr Modi versus those with lower education, who gave an AR of 61 per cent.  

    ESG and CSR group service line leader, public affairs, and corporate reputation Parijat Chakraborty said, “PM Narendra Modi has achieved an approval rating of 65% on how Indians perceive his role as the prime minister of India. By and large across demographics Mr. Modi has received high approval ratings considering some respondents were undecided or neutral. His disapproval is less than 2 in 10, while his approval is 2 in 3 of those polled. Only the residents of the south zone and the self-employed seem disgruntled. Under his stewardship India has been shining on several fronts, recently he has gathered new feathers in his cap of Chandrayaan 3, Aditya L1 and India successfully hosting the G20 Summit. He also has the gift of the gab and connects with audiences across SECs and age groups.”      

    Methodology:

    Ipsos IndiaBus is a monthly pan India omnibus (which also runs multiple client surveys), that uses a structured questionnaire and is conducted by Ipsos India on diverse topics among 2200 respondents from SEC A, B and C households, covering adults of both genders from all four zones in the country. The survey is conducted in metros, Tier 1, Tier 2 and Tier 3 towns, providing a more robust and representative view of urban Indians. The respondents were polled face-to-face and online. We have a city-level quota for each demographic segment that ensures the waves are identical and no additional sampling error. The data is weighted by demographics and city-class population to arrive at the national average.

  • Kantar Brandz Report: Tata Consultancy Services retains its crown as India’s most valuable brand

    Kantar Brandz Report: Tata Consultancy Services retains its crown as India’s most valuable brand

    Mumbai: Tata Consultancy Services (TCS) has retained its number one position in the 10th anniversary edition of Kantar BrandZ Top 75 Most Valuable Indian Brands Report for the second consecutive year, with a brand value of US$43 billion. TCS continues to successfully capitalise on global demand for digital transformation, despite a tough year for the business technology category in general. HDFC Bank, Infosys and Airtel also hold on to their top four positions, while State Bank of India rises one place to enter the Top 5.

    India’s Top 75 brands have a combined brand value of $379 billion, a decline of four per cent from 2022 – a modest decrease given the ongoing economic volatility across most of the world. This is testament to Indian brands’ resilience, stability and consistency. The decline has been driven by brands in the Business Technology and Services Platforms category, which have a major presence in international markets, and therefore have been impacted by global pressures, recession threats and geopolitical instability.

    The Automotive category produced the Top 75’s two fastest risers: TVS (No.51; $1.90bn) and Mahindra (No.47; $2.01bn) and achieved the second highest category growth at 19 per cent. India’s automotive brands have quickly responded to changing consumer needs, notably the shift in preference from hatchbacks to SUVs, and the demand for electric vehicles.

    TVS gained 59 per cent in value and leapt 24 places thanks to a number of successful product launches and a 10-year partnership with BMW that gives it leverage in markets such as Europe, the US and Canada. Mahindra, which grew its value by 48%, has made itself incredibly meaningful in Indian consumers’ eyes, and has also significantly boosted its salience.

    The ranking’s 16 Financial Services brands contribute the biggest chunk of its total value. They grew six per cent, thanks to the boom in digital banking, led by Axis Bank (No.17; +28 per cent) and ICICI Bank (No.6; +18 per cent).

    Telecom providers also performed strongly, resulting in a 17 per cent rise in total brand value. Airtel (No.4; +29 per cent) took full advantage of the end of the price wars to focus on what makes it special and relevant to Indian consumers’ lives. This included offering differentiated digital services, such as the Xstream entertainment app and Wynk music app. Airtel has also successfully leveraged the rapidly increasing demand among businesses for data and connectivity related solutions, and digital products that enable the delivery of an enhanced omni-channel customer experience.

    There are four newcomers to the 2023 Indian brand ranking, plus two re-entrants. PhonePe – the highest entry at No.21 – has quickly become India’s leading digital payment app by investing heavily in the strength of its infrastructure, building connections with partner banks, and developing a huge network of merchant acceptance points. Also making their debut are fintech brand Cred (No.48; $2.0bn), photo and video sharing app ShareChat (No.67; $1.33bn) and entertainment platform Star (No.71; $1.30bn).

    2023 is the 10th ranking of India’s most valuable brands, during which time the Top 50 have increased almost fivefold in value, from $69.6bn in 2014 to $339.9bn in 2023. The last decade is a story of strength and resilience: 33 of the brands in the current Top 75 were also in the 2014 ranking. The companies behind India’s most valuable brands have consistently outperformed the key market indices – the SENSEX and the NIFTY50 – with share price growth over 10 years of 99.6 per cent compared with 83.2 per cent and 81.7 per cent respectively.

    Kantar BrandZ Top 10 Most Valuable Indian Brands 2023

    Kantar executive managing director- South Asia, insights division Deepender Rana says, “It has been India’s decade. Our GDP has almost doubled with an 82 per cent growth, while the world GDP has grown at 30 per cent. This delta is even more when it comes to the most valuable Indian brands, which have almost quintupled in value (4.9 times), compared to the most valuable global brands, which have grown by 2.4 times. So Indian brands are significant value creators for our economy. We expect this trend to accelerate in the next decade as Indian brands don’t just thrive in India, but also explore growth overseas in their quest to become true multinational giants. Our IT services brands have already done that, with TCS and Infosys already featuring in the Top 100 Most Valuable Global Brand list. The strongest Indian brands have forged powerful connections by consistently adding value to people’s lives, and consumers see them as different to their rivals in ways that really matter. Brands must keep investing in building equity to create future demand, even as they capture existing demand which requires a better balance between short- and long-term strategy.”

    Kantar managing director & chief client officer- South Asia, insights division Soumya Mohanty added, “There is great diversity within the India Top 75: they are a combination of established names and dynamic young brands, both global and local in footprint. What they have in common is their ability to be essentially Indian. Through a deep and detailed understanding of consumers in the market, and adopting the local culture and ethos, even huge international brands are seen and cherished as ‘homegrown’. The trust and loyalty this engenders has helped Indian brands to suffer less and recover more quickly from the storms that have buffeted them over the past 10 years.”

    Other key highlights from the Kantar BrandZ Most Valuable Indian Brands report include:

    ·         Sustainability credentials have a major influence on consumer decision-making – almost nine per cent of Indian brands’ Demand Power – a Kantar BrandZ measure of the ability to drive predisposition to buy – comes from perceptions around sustainability. However, only 8% of brands in India are seen as leaders in this area, compared to 11 per cent globally, indicating an opportunity for those that can do more.

    ·         Differentiation is key to commanding Pricing Power – the ability to justify price charged. Brands that have grown in both Demand Power and Pricing Power over the last year did so by being Meaningfully Different. There are different routes to being perceived as differentiated: a brand could be seen as distinct, to be a specialist, or to have purpose.

    ·         The strength of the domestic economy has acted like a shield – Overseas contribution for the Top 30 Indian brands accounts for 31 per cent of brand value, compared with 47 per cent for Japan, 59 per cent for the UK, and 85 per cent for France. This has protected the ranking from the worst effects of international volatility. 

  • Dia Mirza invests in BabyChakra

    Dia Mirza invests in BabyChakra

    Mumbai: Leading parenting community and babycare D2C brand BabyChakra, a part of the content-to-commerce conglomerate Good Glamm Group, has announced a new investment by actor and UN Goodwill ambassador Dia Mirza.

    Mirza’s decision to invest in BabyChakra stems from her deep belief that Indian mothers and children deserve nothing less than the finest, non-toxic, and superior care. As part of her role, Mirza will guide BabyChakra in incorporating sustainable and clean care principles into their product ranges.

    Working in collaboration with Mirza, BabyChakra will create products specifically tailored to meet the evolving needs of mothers. These products will be made using natural, dermatologically tested, toxin-free, and allergen-free ingredients, while adhering to the highest global safety standards.

    In addition, Mirza will engage closely with the 30 million+ mothers community of Good Community division, fostering connections among mothers, sharing personal stories of motherhood, understanding their transformations, and collaborating with doctors and care practitioners to provide comprehensive care to mothers and children across the country.

    Speaking on the announcement, Good Glamm Group group co-founder, & Good Community CEO Naiyya Saggi commented, “We are delighted to have Dia Mirza join us on this incredible journey. Her passion for sustainable and clean care aligns perfectly with our vision of providing the safest and best possible care for mothers and babies. Dia has been an inspiring and globally respected advocate of all things good, clean label and sustainable and reflects the aspirations of mothers across India for something exponentially better for themselves, their families and the planet. All values that are deeply rooted in the BabyChakra philosophy. We are excited to work closely with Dia as we grow out our range of products and solutions for families across India.”

    “We are thrilled to welcome Dia Mirza as an investor in BabyChakra, our leading parenting community and babycare DTC brand. Dia’s passion for sustainable and clean care aligns perfectly with our vision of providing the safest and best possible care for mothers and babies. We are excited to work closely with Dia as we grow our range of products and solutions for families across India,” added Good Brands Co, Good Glamm Group CEO Sukhleen Aneja.

    Mirza added, “As a new mother, I have experienced the transformative journey of motherhood first-hand and am extremely  excited to partner with BabyChakra: one of the first communities to recognise the ever-changing needs of mothers and facilitate authentic dialogues amongst mothers, doctors and experts on the evolving narrative of care for today’s parents. I deeply resonate with BabyChakra’s community first mission to co-create the safest, cleanest label care for children. The success of the products is a testimony to the approach of building with the community at its heart. I am also inspired by the transparency that BabyChakra has fostered in India for the first time through its ground-breaking National Label Literacy campaign: Label Padho Moms. I will be closely working with the teams at BabyChakra to further champion the voice of sustainable care for families.”

    BabyChakra is confident that their collaboration with Mirza will further enhance their commitment to offering exceptional babycare products and empowering mothers with the knowledge and support they need.

  • ASICS India onboards Hockey star Manpreet Singh as brand athlete

    ASICS India onboards Hockey star Manpreet Singh as brand athlete

    Mumbai: ASICS, the renowned Japanese sports performance brand, proudly announces the newest addition of Indian hockey sensation Manpreet Singh to its esteemed roster of brand athletes. With a shared commitment of the brand’s value, ASICS India is delighted to align with Manpreet Singh, a defender and the former captain of the Indian Men’s Hockey team.

    ASICS’ brand philosophy, “sound mind, sound body,” emphasizes the need to maintain a perfect balance between mental and physical well-being. The brand envisions to not only supporting but also encouraging the young talent of the country to achieve new heights and set benchmarks. Following the brand’s direction and ideation, ASICS India is onboarding Manpreet Singh as its newest brand athlete, considering his vision and dedication towards both sports and life aligns seamlessly with the brand philosophy.

    Manpreet Singh Pawar, one of India’s most celebrated hockey icons, has achieved remarkable success in his career. Under his leadership, India also won a Bronze medal at the 2018 Asian Games, Silver medal at the Champions Trophy and Gold medal at the Asian Champions Trophy. He led the team to earn a Bronze medal at the Tokyo 2020 Olympics, ending India’s 41-year wait for an Olympic medal in hockey. Singh has also been recognized for his individual achievements with the Arjuna Award and the FIH Player of the Year Award.

    ASICS India and South Asia MD Rajat Khurana,” We are delighted to announce ASICS India’s association with Manpreet Singh as our newest brand athlete. We are glad to share that Manpreet stands as India’s most revered Hockey icons and his inspirational journey shines as a guiding light for young athletes nationwide, perfectly embodying our brand philosophy of ‘Sound Mind, Sound Body. Together, we look forward to inspiring individuals across the nation to embrace a holistic approach of well-being, where mental and physical health go hand in hand. We are confident that this association will help us inspire more people to achieve their fitness goals.”

    Talking about this collaboration Singh commented, “As an athlete, my journey has been defined by unwavering commitment, teamwork and the pursuit of excellence. Joining hands with ASICS, a brand that shares my belief in the synergy of a ‘sound mind and a sound body’, is an exciting new chapter in my career. I am honored to be part of a brand that not only supports athletes but also encourages holistic well-being. Together, we aim to inspire and empower individuals to strive for their best, both on and off the field. I look forward to this incredible partnership and the journey ahead as we continue to champion the values of sportsmanship, resilience and balance.”

    As part of this association, Manpreet will wear ASICS apparel and footwear during his training and competitions. Last month ASICS India announced the onboarding of tennis star Sumit Nagal as well.

  • Expert speak: Traditional brands taking the unconventional, new-age route

    Expert speak: Traditional brands taking the unconventional, new-age route

    Mumbai: Technology and its advancement have been put to effective use across various domains. Much to everyone’s surprise, legacy and traditional brands are not lagging behind either in the optimal usage of new-age technology to communicate and engage with their cohort. From AR, VR to metaverse, chatbots, NFTs – brands have taken a sip of these and many more to make their presence felt and lure their target audience, and continue to do so. Considering that, there is no looking back ever since technological advancements have made inroads into the hearts of traditional brands; there is only one way to move with it – upwards.

    Indiantelevision.com spoke to some legacy brands that have made their mark in the country with their communication strategy and also illustrated their boldness in experimenting largely with new-age technology while putting together their advertising and marketing plans.

    The transition for legacy brands: From traditional to new-age technology-based innovative solutions

    When it comes to communication plans, the obvious question is how have legacy brands transformed from simply using traditional media to using cutting-edge new-age technology-based solutions which are innovative?

    One of the largest advertisers in the snacks and food category and also one of the first to experiment with technology-based innovations, was Mondelez, for its much-loved brand Cadbury. Mondelez India vice president – marketing Nitin Saini points out, “Traditional brands have historically relied heavily on TV advertising and the approach has also been to create a TVC first. However, the changing consumer landscape means that you can no longer rely on reach from TV alone. Today there are 700mn + internet users in the country and 350 Mn+ online shoppers. This shows that consumers not only have a choice to purchase off online platforms, but they can also research and learn about brands online. In fact, Digital has overtaken TV in terms of Ad Expenditure as more and more advertisers are coming on the digital platforms with an omni-channel approach. Large and evolved advertisers are putting more than 50 per cent of their media dollars on digital which is growing at a much more rapid pace. The other point to note is that consumer journeys are not linear and hence presence offline and online becomes imperative.”

    “Brands are embracing social media to connect better with their consumers through evolved targeted and personalized communication. Content marketing and influencer partnerships are moving brands into the creator economy which involves creating valuable, relevant, and consistent content to attract and engage their target audience. New age practices like Generative AI are helping brands create more frictionless communication that resonates with the consumer,” he adds.

    Maruti Suzuki executive director – marketing Shashank Srivastava understands that legacy and traditional brands have seen a major transition in terms of communication in recent years. “They have reduced the dependence on traditional media, such as print and television, and have embraced new-age technology-based innovative solutions like digital media (social, OTT, mobile & DTH), and cinema. This is due to the changing demographics of consumers and increasing demand for personalized experiences.”

    According to him, some of the ways in which new-age technology has been adopted in communication in recent years are:

    a.    Use of Customer Data Platforms (CDP) for personalized experiences: To cater to increasing demand for personalized content and experiences, CDP platforms help create unified customer view (SVOC), improved customer experience providing relevant and customized information and offers and helps improve marketing ROI by identifying and optimizing the media channels most effective for generating brand KPIs and sales.

    b.    Tailored media channels to reach new age consumers (Gen Z): Social media platforms like Facebook, Twitter and Instagram are now essential tools for brands to connect with new age Gen Z consumers. Video on demand (VOD) has sprung up in a big way and consumers today are increasingly watching content on OTT platforms. Brands are now creating media campaigns not only planning on TV but starting with TV+OTT as a base for media plans. This helps cater to incremental reach of OTT over TV.

    c.    Email, Mobile & WhatsApp marketing: Tools like WhatsApp and email are being leveraged to engage with consumers in more personalized and cost-effective way targeting consumers for both upper and lower funnel marketing activities like newsletters, promotional offers, DIY guides and other such updates.

    d.    Use of Innovative Cinema & OOH: Today brands leverage tools like 3D projection in cinema halls and Anamorphic displays in Outdoor campaigns to create mesmerizing experiences for their consumers.  

    MG Motor India head of marketing Udit Malhotra states that in the ever-evolving landscape of consumer behaviour, organisations are recognizing imperative ways to keep up pace with shifting consumer preferences in order to secure a competitive edge within their respective industries. “As businesses have transformed from traditional to technologically advanced platforms, AI stands out at the pivot of key marketing communication. MG Motor India Celebrates 100 Years of Innovation and Customer-Centricity and our latest ad campaign has reincarnated Cecil Kimber, who is talking about MG’s vision for India. These advanced tools like MG’s Mobile App, NFT and Metaverse are enabling customers to understand a brand with refreshed outlook. Through the digital, authentic, and relatable content MG tries to meet customer needs and drive traction to the brand. The momentum behind adopting such solutions is rapidly increasing and is poised to become the standard practice in the foreseeable future.”

    Opening the door to modern technology and tech-based innovations in communication

    What has made traditional brands such as these, open their hearts and minds to modern technology and tech-based innovations in their communication strategy?

    Srivastava says, “In today’s world, tech-based innovations are helping marketeers like us tailor made our communication, making it more relevant and useful for our TG.”

    He feels that these innovations are being mandated due to the following reasons:

    a.    Increasing media proliferation and consumption of different mediums

    b.    Need for contextual and personalized targeting.

    c.    Changing consumer demographics (rise of Gen Z consumers) where appointment viewership is on the rise.

    d.    Increasing Media ROI: Brands like us are increasingly being conscious and choosing to optimize our media mix thus staying both relevant and competitive in today’s business scenario.

    e.    Better creative optimisation: Now one creative for all the mediums does not work and both creative optimization and placements basis the media tools are required.

    Malhotra fathoms that in today’s world, modern technology enables brands to get unmatched global reach, facilitating heightened engagement. “This engagement, in turn, empowers brands to craft content of immense value, delivering education, entertainment, and solutions tailored precisely to their target audience’s needs. MG paves the way for personalized communication, enabling it to swiftly respond to customer inquiries and issues through MG Mobile Apps and chatbots. With the dynamic customer behaviour and a surge in connected car technologies, brands have the incredible opportunity to connect with consumers no matter where they are. This connection is further strengthened by real-time interactions through social media, instant messaging, and chatbots.”

    He goes on, “Moreover, the proliferation of smartphone users and the seamless integration of cutting-edge technologies, such as artificial intelligence, have prompted MG to introduce state-of-the-art innovations like MG AViRA and MG Metaverse. These advancements signify MG’s commitment to staying at the forefront of innovation and meeting the evolving needs of our customers. Ultimately, this contributes to the development of stronger and more meaningful customer relationships. KYC (Know your customer) is the center piece of our communication strategy, any initiative that supports us in this endeavour is always welcome. With the help of these innovations our latest campaign of “EVing is Living” is centred around the idea behind the overarching thought is manifested into “EVing is Exploring/Thrilling/Saving/Easy charging,” focusing on the myths about EVs, reassuring those who are indecisive about transitioning to EVs, while also alleviating any uncertainties they may hold regarding EV cars.”

    Saini reveals, “At Mondelez, we believe very strongly in being where the consumer is. The changing consumer behavior and landscape has made us also evolve our strategies to be more open to modern technology and tech-based innovation. As legacy brands we face competition not only from other traditional players but also from agile, digitally native startups, thus embracing technology allows us to level the playing field, differentiate ourselves, and stay competitive. Technology allows for better understanding of customer preferences and behaviors through data analytics. This, in turn, enables brands to deliver personalized experiences, products, and content, fostering stronger customer relationships. Today most of our campaigns are tech-enabled to create delightful consumer experience. We have increased using own understanding of consumers from our data capital and arrive at consumer insights that can further fuel our brands’ strong equity with consumers.”

    Enthusiastic about experimenting with modern technology

    As a traditional brand, when it comes to modern technology and tech-based innovations, what are they most enthusiastic about experimenting with, in their advertising and marketing strategy? And why?

    Malhotra emphasises that as an auto-Tech brand, innovation has always been a driving force for MG. “These innovations open more avenues to reach out to our customers in a focused manner, it is a source of competitive edge for us. We are always looking for the next big thing, new possibilities keep us excited. MG’s tech-first spirit is evident in its industry-leading initiatives, such as MG Xpert, Epay, MG VPhy NFT, and MGVerse and now our recent AI led 100 year of innovation and Customer-Centricity campaign as well as ZSEV ‘Eving is Living’ has made a profound impact on our marketing outcomes and our customers. It helps us personalize content for individuals and improves creativity to captivate customer mindspace. With this, we hope to embark on a new benchmark and keep up with the dynamic marketing activations, in the automotive realm.”

    “Today the avenues in technology are manifold. There is AR/VR that is becoming a very interesting space and allows consumers to have an immersive experience with brands. There are AI powered chatbots that are answering consumer queries and solving problems in real time and then there is Gen AI which is enabling personalized content creation at scale. All these are very exciting spaces to explore in the near future,” elucidates Saini.

    Srivastava tells,”Big data and analytics are no more a catch phrase but a reality. Augmenting its impact by further using AI is something we are very enthusiastic about. AI is still a relatively new technology, but it is rapidly becoming an essential tool for businesses of all sizes.”

    He concludes by pointing out that as AI continues to evolve, it is likely to have an even greater impact on the future of advertising and marketing. It can be helpful in:

    a.    Personalisation : Basis single view of customer, their past driving and purchase habits , we can personalize advertising campaigns based on interests, demographics, and past purchase history. This may be very helpful for repeat buyers as well as First Time Buyers based on their interests.

    b.    Community Creation : Very impactful in creating a sense of community around our brands, by sharing interesting content, responding to comments and questions, and running contests and giveaways.

    c.    Using AI and VR helps us in creating immersive and interactive experience for our customers. We are already working towards it with launch of ARENAVERSE and NEXAVERSE and use of oculus/ other tools in our dealerships.

    d.    Chatbots powered by AI: We are already progressing in this field with use of our MS Chatbots to help provide customer service, answer questions, and quell queries. Hence, its potential is immense ranging from precise targeting, experiential marketing, and moment marketing to self-serving ads and that makes us very enthusiastic about it.

  • PepsiCo India sparks a surge of energy with the launch of Sting Blue Current

    PepsiCo India sparks a surge of energy with the launch of Sting Blue Current

    Mumbai: PepsiCo India’s brand, Sting is all set to electrify consumers across India with the launch of its limited-edition flavour, Sting Blue Current, a captivating new addition to its Sting Energy lineup. The launch of Sting® Blue Current is accompanied by a quirky new brand campaign that reaffirms Sting’s mantra of electrifying energy with, ‘Sting Blue Current, Kamaal ka Current’ tagline – inviting consumers to experience the exhilaration of Sting Blue Current firsthand.

    The film starts with a young couple sitting under a star – lit sky. The girl hopes to see a shooting star to share her secret wish. The boy, in his quirky Sting style, decides to jolt himself up by getting a bolt of energy as he takes a sip of the new Sting Blue Current. He creatively turns himself into a shooting star as the girl closes her eyes to make her wish.  The film concludes with an electrifying note, echoing the brand’s tagline ‘Sting Blue Current, Kamaal ka Current’, igniting a sense of possibilities through Sting Blue Current’s ‘Can-Do’ energy.

    Speaking about the launch of Sting Blue Current and the new campaign, PepsiCo India associate director – energy & hydration Ankit Agarwal said, “Over the past few years, Sting has carved a special place in the hearts of consumers across India. Building on the love we have received in the Indian market, we’re adding Sting Blue Current to the line-up, a new variant that gives consumers the choice to experience Sting energy with a refreshing new flavour. Sting Blue Current embodies our brand’s core of energizing consumers and represents our commitment to giving our audiences an electrifying boost, all while staying faithful to the brand they’ve grown to adore.”

    The new Sting Blue Current TVC will be amplified through a 360-degree campaign across television, digital, outdoor, and social media.

    Sting Blue Current is available at Rs 20 at 200 ml in single serve packs across India. Sting’s red flavor will continue to be available in small single serve packs in 200ml and 250ml and multi serve pack of 500 ml across all modern and traditional retail outlets in India, as well as on leading e-commerce platforms.