ITV

Category: Brands

  • Bonito Designs collaborates with Gauri Khan and Manish Malhotra to unveil “World Designs”

    Bonito Designs collaborates with Gauri Khan and Manish Malhotra to unveil “World Designs”

    Mumbai: India’s largest full-homes-only interior design brand, Bonito Designs has once again collaborated with design luminaries, Gauri Khan and Manish Malhotra to unveil a transformative concept ‘World Designs’. After the resounding success of their previous collaboration, this new chapter signifies an even grander story, promising to reshape the landscape of interior design. This innovative collaboration marks a groundbreaking step in interior design, combining diverse cultural influences, artistry, historical narratives, and architectural elements to create unique and personalized living spaces for clients across India.

    ‘World Designs’ transcends traditional boundaries by infusing international design elements into the Indian context, resulting in homes that seamlessly blend global aesthetics with local nuances. Gauri Khan and Manish Malhotra’s expertise is instrumental in interpreting the rich design heritage of different regions, creating interiors that are not just visually appealing, but also emotionally resonant. The partnership signifies a convergence of unparalleled design sensibilities. With an in-depth understanding of various design themes sourced from cultures around the world, the collaboration aims to offer a kaleidoscope of interior design concepts that resonate with the preferences and aspirations of their customers in India.

    ‘World Designs’, Gauri Khan said, “Design is my passion, and through ‘World Designs’, I am thrilled to continue this journey of crafting living spaces that resonate with beauty, culture, and emotions. Collaborating with Bonito Designs has been an inspiring experience, allowing both Manish and me to blend our design sensibilities to create something truly unique. Each space tells a story, weaving together global influences and personal aspirations. With ‘World Designs’, we’re excited to bring our vision to life once again, transforming houses into homes that exude warmth, character, and elegance.”

    The launch of ‘World Designs’ Manish Malhotra shared his thoughts on it as well. He said, “Collaborating with Bonito Designs has been a remarkable journey of innovation and creativity. Through this collaboration, we are not just designing spaces; we are crafting experiences that transcend time and trends. Design, for me, is a language that speaks of history, culture, and individuality and through ‘World Designs’, each design element tells a story, that reflects the unique essence of the homeowners. ‘World Designs’ is an exciting continuation of our collective vision, where we strive to turn dreams into reality, one design at a time.”

    Bonito Designs  CEO Amit Parsuramka said, “Celebrating the fusion of creative genius and artistic vision, ‘World Designs’ marks a defining moment in the evolution of interior design. This time the collaboration with Gauri Khan and Manish Malhotra transcends boundaries and redefines what it means to turn spaces into living stories. This partnership is not only a testament to our shared commitment to innovation but also a testament to the power of design to shape experiences. With ‘World Designs 2.0’, we are embarking on a journey to craft homes that encapsulate cultural narratives and timeless aesthetics, delivering unparalleled living experiences to our clients. This is a collaboration that goes beyond the ordinary – it’s a harmonious blend of design, inspiration, and imagination.”

    Bonito Designs CMO Rishi Sharma added, “At Bonito Designs, we believe that great design has the power to transform lives. Our collaboration with Gauri Khan and Manish Malhotra for ‘World Designs’ is a testament to our commitment to bringing exceptional design experiences to our clients. This partnership is more than just a collaboration; it’s a blend of design philosophies that transcend cultures and boundaries. ‘World Designs’ is not just about creating beautiful spaces; it’s about crafting unique narratives that reflect individual stories and aspirations. With Gauri Khan and Manish Malhotra’s design prowess and our innovative approach, we are set to redefine the very essence of interior design, making dreams come alive within the walls of homes.”

    Every project under “World Designs” will be a testament to the deep-rooted knowledge, creativity, and design prowess that Gauri Khan, Manish Malhotra, and Bonito Designs bring to the table. As trends evolve and new inspirations emerge, this collaboration is poised to revolutionize interior design, redefining spaces and experiences.

    From intricate Moroccan patterns to the refined minimalism of Scandinavian interiors, “World Designs” promises to transport clients into their own dreamscapes. Bonito Designs’ commitment to translating these global design themes into practical and aesthetically pleasing home environments, customized to meet the preferences of individual clients, sets a new benchmark in the industry.

  • Britannia NutriChoice & superstar Ranveer Singh team up, encourage consumers to #FeeltheFit

    Britannia NutriChoice & superstar Ranveer Singh team up, encourage consumers to #FeeltheFit

    Mumbai: Bollywood actor Ranveer Singh, has teamed up with Britannia NutriChoice, the segment leader in its category, to launch an inspiring new ad campaign, #FeelTheFit. This campaign, conceptualized by Lowe Lintas Bangalore, resonates with the brand’s commitment to making a good choice and aims to highlight the transformative power of even the smallest steps taken towards a good lifestyle.

    The #FeelTheFit campaign is designed to motivate individuals to keep up with their overall health & wellness journey by recognizing that every effort, no matter how small, is a step in the right direction. The campaign seeks to shift the conversation from being only about the single end goal to focusing on the positive feeling every time one makes a good choice.

    The campaign comprises two films that showcase Ranveer as an illusion, symbolising the ‘fit waali’ feeling that any individual experiences after making any good choice- like, picking NutriChoice as their choice of snack. The attitude that the TVC is trying to explore is that it only takes us a simple good choice to make us feel great about ourselves.

    Britannia Industries CMO Amit Doshi said, “In the contemporary world today, fitness is a state of mind, which transcends the appearance of a person. With this in mind, we have launched the #FeelTheFit campaign to celebrate every big and small effort that a person takes towards this journey – be it going to the gym or eating right. The idea behind the campaign is to motivate consumers to opt for a good choice, no matter what the scale of that choice is.”

    Singh said, “I am incredibly excited to be a part of the Britannia NutriChoice family. Teaming up with a trendsetting & iconic brand like Britannia NutriChoice that empowers its consumers to get started on a journey towards better living, is a perfect fit to my beliefs. One can choose multiple paths to achieve fitness, and any choice that leads towards that goal is a good choice. Thrilled to be a part of #FeelTheFit campaign, which seeks to inspire consumers in making a good choice that makes them feel fit from within.”

    Lowe Lintas Bangalore executive director & head of creative (copy) Arpan Bhattacharyya said “Most ads about fitness focus on the end result. We wanted to focus on the beginning. Because be it the first meal of a complete diet or the first day of a workout regime – every fitness journey begins with a small choice. Making that small choice makes us feel better and fitter, instantly. That’s what we wanted to celebrate with this campaign. Because a fitness journey well begun is half the job done.”

  • Palasa Creative House: Crafting success through 360° creative brilliance

    Palasa Creative House: Crafting success through 360° creative brilliance

    Mumbai: Palasa Creative House is an energetic hot shop with a clear focus on doing winning creative for our clients. As Raymond Rubicam once said, “The only purpose of advertising is to sell; it has no other justification worth mentioning.”

    The legend goes that Palasa is one of the seven most sacred trees with great cult powers in Indian mythology and a favourite flower of Goddess Durga. Palasa was set up in 2004 by Sandeep Bomble with a desire to work without limitations and explore new horizons. And we are definitely on one rocking trip!

    The company has successfully cultivated a breeding ground for young talent and has created the perfect mix of experience and energy for our clients to fly high. Palasa has been instrumental in the journey of brands from scratch to success.

    The agency has displayed its abilities across a wide spectrum of clients, ranging from technology to healthcare, fashion and lifestyle, service and consulting.

    The agency’s cutting-edge communication solutions have carved out a unique space for Palasa in the advertising arena. The agency has won numerous awards including New York Festival, ABBYs and significant features in ‘The Archive’. Palasa has won awards across categories such as Best TVC, Best Radio, Best Print, Best Corporate Identity, Best Activation and Best Packaging.

    A 360°communications agency with expertise in Brand Identity, ATL, BTL, Design, Activation, Packaging, Digital marketing, website development, and Brand Development Consultancy.

    Indiantelevision.com in an email interaction spoke to the founder & director of Palasa Creative Place Sandeep Bomble

    Edited excerpts

    On  Palasa Creative House standing out as a 360-degree communications agency

    Palasa Creative is based on a solid communication strategy that is implemented throughout from corporate identity brand positioning to digital to television communication and other mediums. Palasa Creative House distinguishes itself as a 360-degree communications agency through its comprehensive and integrated approach to servicing clients’ needs. The agency offers a full spectrum of services, covering branding, advertising, digital marketing, public relations, and more. This enables clients to access a cohesive suite of solutions under one roof, ensuring seamless consistency across all communication channels. Palasa’s ability to provide end-to-end solutions streamlines the process for clients and facilitates effective cross-channel strategies that deliver impactful results.    

    On Palasa striking a balance between strategic planning and creative innovation in its advertising solutions

     Palasa is extremely strong in creativity which is based on a strategic plan which in turn is result oriented. Palasa excels at finding the equilibrium between strategic planning and creative innovation by intertwining data-driven insights with artistic ingenuity. The agency starts by deeply understanding a client’s goals, target audience, and industry landscape. With this foundation, Palasa’s creative team crafts advertising solutions that not only captivate audiences with their originality but also align with the strategic objectives. Regular collaboration between the strategists and creatives ensures that each campaign resonates creatively while remaining strategically aligned, resulting in solutions that are both captivating and effective.

    On factors that Palasa considers when designing packaging solutions that resonate with consumers and convey the brand’s essence

    Palasa Creative is based on strong consumer insights therefore every design aspect of packing is based on logic, emotion, differentiation, and finally attractiveness. When designing packaging solutions, Palasa considers various critical factors to resonate with consumers and convey the brand’s essence. These factors include the target audience’s preferences, market trends, brand identity, and the product’s unique value proposition. Palasa carefully selects colours, typography, imagery, and materials that evoke the desired emotions and perceptions in consumers. The agency also ensures that the packaging design is functional, aligns with the brand’s messaging, and stands out on retail shelves. By combining aesthetics with functionality and brand storytelling, Palasa creates packaging that leaves a lasting impact on consumers.

    On Palasa embracing digital channels to effectively reach and engage target audiences in today’s digital landscape

    Digital communication is not about creating posts and bombarding them it still needs a strong communication strategy which is different from regular communication but it should fall under one brand umbrella whether it’s digital or non-digital. Palasa has adeptly embraced digital channels to reach and engage target audiences in the modern digital landscape. The agency recognises the prevalence of online platforms and tailors its strategies accordingly. Palasa employs data analytics to understand online behaviour and preferences, optimising content and campaigns for maximum engagement. The agency leverages social media, content marketing, email marketing, and search engine optimisation to create a comprehensive digital presence. By staying current with emerging technologies and platforms, Palasa ensures its clients remain visible and engaging across various digital touchpoints.

    On Palasa cultivating a breeding ground for young talent in the advertising industry

    Sandeep Bomble from Palasa comes from an experience from the best advertising agency Ogilvy and jwt, therefore, the training and exposure that the young talent gets is equivalent to the top company. Palasa has effectively cultivated a nurturing environment for young talent in the advertising industry through a combination of strategies and initiatives that prioritise learning, creativity, and professional growth.

    Mentorship Programs: Palasa offers structured mentorship programs that pair experienced professionals with young talents. This mentorship provides guidance, advice, and skill development opportunities, allowing newcomers to learn from industry veterans and gain insights into successful advertising practices.

    Internship Opportunities: The agency provides internships to students and recent graduates, offering hands-on experience in real-world advertising projects. Interns work closely with seasoned professionals, participating in brainstorming sessions, campaign execution, and client interactions. This exposure helps them understand the industry’s dynamics and apply theoretical knowledge to practical situations.    

    On Palasa helping clients understand and leverage the importance of branding in their marketing strategies

    Palasa excels at guiding clients through the intricacies of branding’s role in marketing strategies. The process starts with a comprehensive analysis of the client’s target audience, industry trends, and competition. By connecting these insights to branding principles, Palasa demonstrates how strong brand identity can differentiate a business and create emotional connections with customers. This understanding is leveraged to craft compelling brand stories, visuals, and messaging that resonate with the intended audience. Through workshops, presentations, and collaborative sessions, Palasa educates clients about how branding can enhance recognition, loyalty, and perceived value, leading to more effective marketing strategies.

    On investing in effective advertising positively impacts a company’s expansion and revenue generation

    Investing in effective advertising is a key driver of a company’s expansion and revenue generation. Well-designed and strategically placed advertisements increase a brand’s visibility, reaching a wider audience and boosting brand awareness. This heightened exposure often translates to increased sales and customer acquisition. Moreover, advertising can position a company as an industry leader, instilling trust and credibility among potential customers. By consistently engaging with target audiences through advertising channels, companies remain top-of-mind and experience higher customer retention rates, ultimately contributing to sustainable growth and revenue generation.

    On the advantages of incorporating advertising into the initial stages of operation to establish a strong brand foundation

    Incorporating advertising in the initial stages establishes a strong brand foundation by jumpstarting brand recognition and credibility. At this stage, businesses are competing for attention and establishing their place in the market. Strategic advertising introduces the brand’s unique value proposition, helping it stand out amidst the competition. Early exposure helps build a loyal customer base, enabling the company to gain traction quickly. By embedding the brand identity into the target audience’s consciousness from the outset, businesses can create lasting impressions that continue to pay dividends as they grow.

    On Palasa leveraging its established reputation to attract and retain clients across various industries

    Palasa’s established reputation serves as a testament to its expertise and track record, which significantly contributes to attracting and retaining clients across industries. The agency showcases its past successes through case studies and testimonials, demonstrating its ability to deliver tangible results. Additionally, Palasa’s reputation fosters word-of-mouth referrals from satisfied clients, further enhancing its credibility. By consistently staying updated on industry trends and adopting innovative approaches, Palasa reinforces its reputation as a dynamic and adaptable partner, capable of meeting the unique needs of diverse industries.

    On Palasa approaching the challenges of branding and identity in today’s competitive market

    In today’s competitive market, Palasa tackles branding challenges by prioritising research, innovation, and holistic strategies. The agency conducts thorough market research to identify trends and consumer preferences, ensuring that branding efforts remain relevant and impactful. Palasa’s creative team then focuses on developing unique and memorable brand identities that resonate with modern audiences. The agency also emphasises storytelling and emotional connections to cut through the noise of the competitive landscape. By staying agile and embracing emerging technologies, Palasa adapts its strategies to effectively address the evolving challenges of branding in today’s market.

    On the difficulties faced during his entrepreneurial career while setting up Palasa Creative House

    During its entrepreneurial journey, Palasa Creative House likely encountered challenges such as initial resource constraints, establishing a client base, building a talented team, and managing cash flow. Navigating the complexities of the competitive agency landscape and maintaining a consistent stream of projects can be demanding. Additionally, striking the right balance between creativity and client expectations, especially in the early stages, could have posed challenges. Overcoming these hurdles likely required careful financial planning, effective networking, continuous skill development, and a resilient mindset.

    On Palasa helping startups understanding the importance of investing in advertising from the beginning to fuel their growth

    Palasa educates startups about the vital role of early-stage advertising in fueling growth by emphasising its impact on brand awareness, customer acquisition, and market positioning. The agency showcases how a well-executed advertising strategy can help startups swiftly enter the market, gain recognition, and attract their target audience. Through workshops, consultations, and data-driven presentations, Palasa highlights how startups can maximise their limited resources to create a strong initial impact. By sharing success stories of startups that benefited from early advertising, Palasa encourages startups to view advertising as an essential investment rather than an optional expense.

    On techniques or approaches  that Palasa recommends to individuals or teams facing creative blocks during the brainstorming and ideation process

    Embrace Learning: As creators, we thrive on fresh insights and information. Learning is a never-ending journey. Attend workshops, take part in webinars, or read insightful books in your field. When it comes time to get creative, the more you know, the more resources you will have at your disposal.  Seek Feedback and Collaboration: As much as we enjoy working alone, working with other creatives can be incredibly rewarding. Bounce ideas off each other, brainstorm together, and be open to constructive criticism. Feedback not only improves your work but also helps you grow as a creative professional

  • 28 per cent share of the ads’ telecast on TV was endorsed by celebrities: TAM AdEx Report

    28 per cent share of the ads’ telecast on TV was endorsed by celebrities: TAM AdEx Report

    Mumbai: TAM AdEx has released its half-yearly report on Celebrity Endorsement from January – June’ 23. According to the report, in Jan-Jun’23, 28 per cent share of the ads’ telecast on TV was endorsed by celebrities. Film stars contributed more than 80 per cent of advertising during Jan-Jun’23, followed by sports personalities and television. Stars, who contribute 11 per cent and 6 per cent, respectively.

    As per the index growth of celebrity-endorsed ads for the last three years, in comparison to the period of Jan-Jun’21, celebrity endorsements witnessed a 21 per cent growth in share during Jan-Jun’22, and an 11 per cent growth in share during the same period in 2023. However, when comparing the celebrity endorsement figures from Jan-Jun’23 with those of Jan-Jun’22, there is a decrease of 10 per cent.

    When it comes to celebrity-endorsed ads by sector, more than 50 per cent of the ads endorsed by celebrities fall under the top three sectors and more than three-fourth of the ads fall under the top seven sectors. The food & beverages sector was on top during Jan-Jun’22-23.

    With gender dominance split in the top two sectors, during Jan-Jun’23, the top two sectors, namely Food & Beverage and Personal Care/Personal Hygiene were dominated by commercials backed by male celebrities (65 per cent) and female celebrities (71 per cent), respectively.

    Talking about the category of ads endorsed by celebrities, four out of the top 10 categories were from Food & Beverages sector. The top 10 categories accounted 39 per cent share of celebrity ad volumes whereas Toilet/Floor Cleaners was the top category with eight per cent share of celebrity ad volumes in Jan-Jun’23. Ecom-Gaming (33 celebrities) was the top category for which maximum celebrities from different professions endorsed brands under it followed by the Spices category (27 celebrities).

    Amongst the list of the top 10 most visible endorsers of Jan-Jun’23, Akshay Kumar was the most visible star, with an average visibility of 31 hours per day across all channels, followed by Amitabh Bachchan with 21 hours per day through TV sponsorships. There were equal no. of male and female celebrities in the top 10 list.

    As per the top 10 celebrities endorsing quantum of brands in Jan-Jun’22 vs. Jan-Jun’23, in Jan-Jun’23, seven of the top 10 celebrities, including Amitabh Bachchan, Alia Bhatt, Virat Kohli, Kareena Kapoor, Sourav Ganguly, Ajay Devgan, and Kiara Advani sponsored more firms than in Jan-Jun’22. Three out of the top 10 celebrities were from the sports profession.

    Amongst the top 10 celebrity couples endorsing in Jan-Jun’23, more than 40 per cent ads were endorsed by the top three celebrity couples – Akshay Kumar/Twinkle Khanna (29 brands), Amitabh Bachchan/Jaya Bachchan (40 brands) and Anushka Sharma/Virat Kohli (33 brands).

  • Upsilon launches first retail store at Ahmedabad airport

    Upsilon launches first retail store at Ahmedabad airport

    Mumbai: Upsilon, India’s homegrown leading premium perfume brand, is elated to announce the opening of its first retail store at Sardar Vallabhbhai Patel International Airport. Enjoying the venue that is only given to premium brands in the airport, Upsilon has flagged off initially with their line of existing products for men.

    Predominantly being a D2C brand since its inception last year, Upsilon has marked a substantial presence in the domestic perfume market. Its digital sales have been bullish month-on-month through its website and e-marketplaces partners including Amazon, Nykaa, Jio Mart, Flipkart, and others.

    Having gained traction for its unique fragrances, the founders Neeraj Bhensdadia, Vatsal Vachhani, and Ravi Dadhaniya ideated to reach the vast untapped consumer base through the brick-and-mortar format.

    Possessing a vision to provide the audience with a unique, premium yet cost-effective fragrance, the shop will soon see Upsilon’s new variants for men and an exclusive women’s fragrance range too.

    The trio was poised on introducing perfumes reflecting reality and making one stand out for their individuality. With two-year-long in-depth research on the Indian perfume market, the brand launched three premium fragrances – Wild Blue, Golden Sand, and Shooting Star for men. These perfumes are curated specially for everyday events, sportswear, and party wear.

    Upsilon co-founder Neeraj Bhensdadia said, “Having founded Upsilon just over a year ago, our first store at SVPIA at the International Departures gives us increased branding visibility to the Indian as well as foreign travellers travelling overseas to different locations. Ahmedabad being a key attraction sees many NRIs and foreigners from across the world to witness the city’s lively aura, culture, and food, among other attractions. We look forward to opening many more Upsilon stores in strategic destinations moving forward.”

    Inspired by the Greek Alphabet, transliterated as ‘U’, Upsilon symbolises that the path ahead for everybody is two-pronged and it is up to them to take the one that will liberate them to achieve their goals. The handcrafted elixirs keep them reminded of their unique goals and fill them with confidence in their demeanour to achieve them steadily.

  • HEFTY.art, Arzan Khambatta & Bangalore Watch Co honor INS Vikrant R11 legacy

    HEFTY.art, Arzan Khambatta & Bangalore Watch Co honor INS Vikrant R11 legacy

    Mumbai: In a first-of-its-kind collaboration that brings together art, history, and innovation, HEFTY.art, renowned sculptor Arzan Khambatta, and prestigious watchmaker Bangalore Watch Company have unveiled a groundbreaking collection paying homage to the legendary INS Vikrant R11.

    The new collection, crafted from the reclaimed metal of the revered warship, includes five exclusive sculptures designed by Arzan Khambatta and a limited-edition series of 70 wristwatches mindfully created by Bangalore Watch Company. The creations will be further fortified with HEFTY.art’s digital non-fungible tokens (NFTs), infusing them with authenticity and security in the digital realm.

    Arzan, the popular Mumbai artist, is recreating his existing sculpture of INS Vikrant at Lions Gate, Mumbai and will sculpt five unique representations of the monumental warship. These sculptures will be designed to attract the essence of the warship’s resilience and significance, invoking a deep appreciation for its role in Indian Naval history.

    Complementing the sculptures, Bangalore Watch Company’s limited-edition wristwatches will incorporate the warship’s metal, establishing a tangible connection between heritage and timekeeping. Each of the 70 watches will feature cases made from marine-grade steel, sapphire crystals for durability and a La Joux-Perret Swiss-made automatic movement with an impressive 68-hour power reserve.

    This collaboration further marks a revolutionary use of non-fungible tokens (NFTs) in the collectibles sector. The digital tokens, supported by HEFTY.art’s technology, will serve as unalterable certificates of authenticity and ownership. Their presence on the blockchain guarantees the perpetual integrity of these cherished creations, preserving their value and heritage.

    “The INS Vikrant R11, an emblem of India’s naval prowess, served as an essential protector of the nation’s seas during its tenure from 1961 to 1997. Notably, it was the first aircraft carrier in Asia, showcasing its significance in history. The collaboration seeks to memorialise this historic legacy by infusing its metal into the uniquely crafted art pieces that exceed multiple mediums,” said HEFTY.art co-founder Kanishq Chhabria on the remarkable feat of unveiling the collection.

    Sharing his thoughts on the initiative, Arzan said, “The 5 sculptures will create awareness with a wider audience about India’s Naval history and the INS Vikrant. As the NFT market continues to grow, it will undoubtedly facilitate a wider reach and open new opportunities to connect with a global audience of art enthusiasts, historians, and collectors.”

    Bangalore Watch Company co-founder and creative director Nirupesh Joshi voiced, “The watches are made by processing the hardened steel that was recovered from the erstwhile warship to be used as dials. This detailed process took several months to handle the special materials sensitively without damage, and we’re proud of what we’ve been able to achieve.”

    The exclusive collection will be available for reservations and purchases from the noteworthy historical day for India, i.e. 15 August 2023. The limited-edition wristwatches by Bangalore Watch Company will be priced at Rs 2,12,000/-, while Arzan Khambatta’s sculptures can be acquired by redeeming the corresponding NFTs on the HEFTY.art platform, priced at Rs 7,50,000/-.

    This collaboration is not only a celebration of artistry, craftsmanship and innovation but a symbolic representation of the endurance and legacy of the INS Vikrant R11, solidifying its impact for generations to come.

    https://www.hefty.art/INSVikrant

  • “We plan to boost our collaborations to 20000+ salons across India and Internationally”: Maison D’ Auraine’s Arpit Jain

    “We plan to boost our collaborations to 20000+ salons across India and Internationally”: Maison D’ Auraine’s Arpit Jain

    Mumbai: The hair, beauty, and personal care market is growing at an unprecedented rate – new brands are making inroads into the category, while established, legacy brands are finding ways to become more relevant to consumers with time. Sustainability is becoming a major factor when it comes to consumers deciding upon which brands to opt for.

    One such brand that has been part of the category for nine years is Maison D’ Auraine – it is a leading conglomerate that has revolutionised the beauty and wellness space by combining the best of science and beauty. With a bouquet of the most revolutionary, innovative and premium hair, beauty and personal care products under its umbrella, the company’s ethos is rooted in developing high-quality products that are both sustainable and scientifically advanced.

    Founded in 2014 by the visionary entrepreneur Arpit Jain, the brand empowers every individual to discover their authentic selves and step out with confidence by developing products & solutions that are vegan, environmentally friendly and crafted with impeccable formulations. With Maison D’ Auraine, beauty is not just skin-deep – it is a reflection of science, innovation, and a commitment to excellence.

    Indiantelevision.com had a conversation with Maison D’ Auraine founder & managing director Arpit Jain on the evolution of the brand, charting a unique path in a cluttered category, the brand’s vision, and more.

    A visionary entrepreneur, Jain has been extremely fascinated by the beauty industry and the science behind it since his management days at Western International University. Arpit has been at the forefront of bringing premium hair and personal care international brands to India.

    At a very young age, Jain strengthened the company’s footfold in India by partnering with the world’s biggest keratin-based hair care brand GK Hair, the only brand to possess the hidden treasure of patented ingredient Juvexin in 2014. Under his leadership, Auraine Botanicals has achieved significant growth in the professional beauty industry, serving as a trusted business partner to over 10,000 premium salons and spas in 250+ cities across India. With Jain at the helm, Maison D’Auraine has deftly established strategic partnerships with some of the most illustrious names in the beauty and personal care industry. Notably, he has collaborated with pH, a reputable Italian brand that offers eco-friendly and uncontaminated beauty products, as well as Keune, a distinguished Dutch hair cosmetics brand, to expand their global footprint to India.

    Jain’s journey has been marked by specific career milestones that have shaped his professional graph. He has not only achieved success but has also overcome numerous challenges that have contributed to his growth as a leader. Going forward, he plans to build and launch products with a focus on clean beauty and sustainability for over one billion consumers, service 20,000 pin-codes this year, and intends to start operations in the Middle East, Africa, and Europe.  His commitment to revolutionizing the beauty industry has driven him to curate innovative global brands, establish trends and education programs, and set up a state-of-the-art R&D and manufacturing facility in India and Europe.

    The dynamic industry leader has a grand vision of transforming the company into a global beauty industry leader. With operations spanning across India, the company holds dominance with five homegrown brands as well as multiple global brands in the beauty sector. Furthermore, his strategic decisions have led the company to achieve Ebitda positivity from Year 1. He has also launched a tech company, Alternativ Tech Labs, a software and app development company based out of Bangalore, to expand his digital offerings. Jain’s goal is to bring the finest global beauty and wellness brands to the Indian market while strengthening his partnership with international giants seeking to expand their reach in India.

    Edited excerpts:

    On the journey of Maison D’ Auraine – the evolution of the brand in nine years

    In just nine years, Maison D’ Auraine has become a dominant player in the premium luxury beauty segment, with a strong presence in over 10,000 salons. Our journey is driven by a vision to bring the highest quality hair care products and services to India, making Maison D’ Auraine the go-to choice for all beauty and personal care needs.

    We have been actively contributing to the growth of India’s beauty industry by introducing iconic international brands and taking them to a wider consumer base through strategic distribution networks and retail partnerships.

    With a focus on excellence, innovation, and customer satisfaction, we aim to shape the future of the beauty industry, inspiring beauty enthusiasts nationwide.

    On MDA charting out a differentiated path in capturing the consumer and the cluttered market

    At Maison D’ Auraine, we are carving out a unique path in the crowded personal care and beauty category. Our focus is on delivering exceptional experiences and introducing leading international brands to the Indian market. The brand selection is done meticulously on the basis of their quality and sustainability, ensuring that our customers receive the best. By partnering with the best of international brands, we bring a touch of luxury and excellence that sets us apart. Our strong presence in salons allows us to directly connect with customers and provide an extraordinary hair care experience.

    With our extensive experience in both offline and online channels, we gain valuable insights from the market and understand the evolving needs of our customers. By prioritizing customer journey mapping, we ensure that every interaction with our brand is meaningful and tailored to their preferences. Not just that, we go beyond industry norms by investing in our training academy and elevating the standards of the beauty industry.

    On MDA joining the bandwagon of sustainable and clean brands with its products and formulations

    We are proud to be a part of the sustainable and clean beauty movement at Maison D’ Auraine. Our products and formulations embody our commitment to environmental responsibility. They are 100% cruelty-free, clean, and developed using sustainable practices.

    In line with our dedication to sustainability, we have established unique research & development (R&D) centres in India and Europe. These centres drive the advancement of safe, high-quality beauty products through cutting-edge research and innovation. By combining green initiatives with scientific development, we ensure that our products not only deliver exceptional results but also minimize their impact on the environment.

    At Maison D’ Auraine, we believe that clean beauty and sustainability go hand in hand. Our focus on sustainable practices and investment in research and development reflects our commitment to providing our customers with products that are not only effective but also align with their values.

    On your associations with GKhair (Global Keratin) pH, and Keune

    The partnership with GKhair, Keune, and pH has been nothing but an exciting and fruitful journey, for both, the brands and us.

    GKhair, a global leader in hair taming, has revolutionized the way Indian consumers manage their hair. Its ability to deliver frizz-free, healthy and manageable hair has made it a sought-after treatment in the country, contributing to the growth of the beauty business and providing a solution for individuals seeking professional hair transformation. As their exclusive distributor in India, we provide their exceptional range formulated with JUVEXIN, an environmentally friendly keratin protein blend.

    Keune, with its 100+ years of experience, provides innovative and high-quality solutions, including color treatments, rejuvenating care essentials, and versatile styling products. Keune prioritizes sustainability, using lighter and recyclable packaging and promoting cruelty-free and natural ingredients. By addressing the specific needs and preferences of Indian market. Their focus on diverse hair types, natural ingredients, UV protection, anti-frizz solutions, scalp care, and professional support has contributed to the brand’s success in catering to the unique requirements of Indian hair care routines.

    pH, an avant-garde Italian brand, specializes in high-end hair products enriched with oils and floral extracts. Our exclusive partnership allows us to offer their unique range, known for captivating fragrances and a sensorial beauty experience. By focusing on maintaining the pH balance of the hair and scalp, pH hair products have gained popularity among Indian consumers. Their gentle and effective formulations, scalp care benefits, damage repair properties, suitability for sensitive scalps, use of natural ingredients, and customized solutions have contributed to their success in the Indian market.

    Through these collaborations, we ensure our customers have access to diverse, premium hair care solutions that are environmentally friendly and cruelty-free.

    On your upcoming sustainable brand launches

    Maison D’ Auraine is proud to introduce upcoming sustainable brand launches that align with our commitment to clean, sustainable, and cruelty-free products. One of the highly anticipated brands Keune, is known for its locally-sourced, natural ingredients. Keune is dedicated to reducing its environmental footprint through lighter and recyclable packaging and concentrated formulas that use fewer resources. Additionally, Keune upholds a 100% cruelty-free policy and offers a range of vegan hair products, including the popular So Pure line. These upcoming launches reflect our ongoing efforts to provide environmentally conscious choices without compromising quality. We look forward to introducing these sustainable brands to our valued customers, empowering them to make conscious decisions while enjoying exceptional hair care experiences.

    On MDA’s business strategy

    Maison D’ Auraine’s business strategy revolves around continuous evolution and adaptation to the dynamic market landscape. We have consistently stayed ahead of the curve by anticipating trends and embracing change.

    Our approach centres on creating an exceptional customer experience through an omni-channel model. We have established strong partnerships with salons, serving as retail outreach points, allowing us to directly connect with our customers. The seamless integration of online and offline channels ensures a convenient and hassle-free shopping experience.

    Our business strategy is focused on delivering excellence in every aspect of our operation and upholding the highest standards of quality and service that define Maison D’ Auraine.

    On the focus of the advertising and marketing strategy to promote MDA

    Maison D’ Auraine recognizes the importance of an effective advertising and marketing strategy to promote our brands and reach our target audience. Our strategy focuses on a multi-channel approach. Our marketing strategy encompasses a diverse range of channels, including digital platforms, social media, print media, influencers, events, and strategic partnerships. This multi-channel approach allows us to effectively engage with our audience across various platforms and maximize our brand visibility. Through our focused advertising and marketing strategy, we aim to position Maison D’ Auraine as a trusted and aspirational brand within our industry. By forging strong emotional connections, engaging in meaningful conversations, and staying at the forefront of innovation, we are committed to driving brand growth, customer satisfaction, and long-term success.

    On the media mix that you are planning to utilize to reach out to your TG

    Maison D’ Auraine recognizes the power and reach of digital platforms in today’s advertising landscape. We understand that digital channels provide a targeted and cost-effective way to engage with our customers, including those in tier II and tier III cities. Therefore, digital marketing will play a significant role in our media mix. However, we also recognize the influence of traditional media, especially TV, in reaching a broader audience. To ensure effective reach and engagement, our media mix will incorporate a blend of digital marketing, television advertisements, print media, and strategic partnerships with local influencers and regional platforms. This holistic approach will allow us to connect with our target audience in tier II and tier III cities, maximizing our brand exposure and driving engagement.

    On salon partnerships, and your plan to boost your collaborations to 20,000+ salons

    By focusing on value, market analysis, relationship building, education and training programs, support, and tailored partnership programs, we plan to boost our collaborations to 20000+ salons across India and Internationally. We are focused on reaching a wide network of salons across India, including tier II and tier III cities. Through our hyperlocal approach, we aim to bring premium international brands and exceptional hair care products to more customers nationwide. Our goal is to create a strong network of salon collaborations, ensuring that brands by Maison D’ Auraine become the go-to choice for salon professionals and customers alike.

    On revolutionizing the beauty industry with your Indian and international research & development centers

    Revolutionizing the beauty industry with Indian and international research and development centres requires a strategic approach and a commitment to innovation. We have built a strong team of experienced researchers, scientists, and experts in beauty, cosmetics, and related fields and ensured that our R&D team has a diverse skill set, including expertise in formulation chemistry, product development, sustainability practices, market analysis, and consumer insights.

    With a strong commitment to clean beauty and sustainability, our partnered products are 100% cruelty-free and developed using sustainable practices. Our research and development efforts prioritize environmental responsibility.

    By investing in these centres, we stay ahead of the industry, continuously improving and introducing new beauty solutions.

    On your vision and way forward for MDA

    Maison D’ Auraine’s vision is to bring premium international brands to every part of India, catering to the evolving needs of consumers in the beauty industry. We have embraced a hyperlocal approach, recognizing the changing dynamics and growing demand for luxury brands in tier II cities. Our focus is on expanding collaborations with over 20,000 salons across India, with a particular emphasis on tier II and tier III cities in the upcoming quarter of the fiscal year 2023-2024.

    Our strategic approach involves onboarding reliable and sustainable brands that meet our customers’ expectations. We are committed to offering products that are 100% cruelty-free and clean, while also adopting environmentally friendly practices. To further drive innovation and ensure the highest quality standards, we are investing in our own research and development center and manufacturing unit. Additionally, our pan-India Hairdresser Training Program is designed to enhance skill development and empower professionals in both metro and non-metro cities.

    To summarise, our way forward at Maison D’ Auraine revolves around expanding our reach, accessibility, and partnerships with salons across India, bringing the best of international beauty brands to our customers while prioritizing sustainability and skill development. With our vision, commitment, and focus on excellence, we are poised to shape the future of the beauty industry in India.

  • Sunfeast announces Shah Rukh Khan as the new brand ambassador for Dark Fantasy

    Sunfeast announces Shah Rukh Khan as the new brand ambassador for Dark Fantasy

    Mumbai: ITC’s Sunfeast Dark Fantasy, is thrilled to announce the beginning of an exciting journey with the “King of Fantasy”- Shah Rukh Khan- as the new face of the brand. 

    Sunfeast Dark Fantasy introduces its renewed brand proposition, ‘Sunfeast Dark Fantasy – Har Dil Ki Fantasy’ aiming to establish a profound connection with its consumers. This innovative concept springs from the universal yearning for a touch of fantasy in our everyday lives. With this new perspective, the brand seeks to resonate across diverse consumer segments, encouraging personal flights of fantasy anytime, anywhere. Shah Rukh Khan who is loved by everyone truly represents the fantasy of his innumerable fans across the world. This synergy between the two makes it a fantastical combination.

    This collaboration sets a new benchmark for the brand as the ‘King of Bollywood’ joins forces with the ‘King of Biscuits’. Sunfeast Dark Fantasy embarks on the journey of ‘Har Dil ki Fantasy’, and invites consumers to partake in an extraordinary adventure guided by Khan’s charm and delectable indulgence of its biscuits. This chapter not only redefines the brand but also elevates the concept of fantasy in the hearts of individuals nationwide. 

    ITC Foods Division COO biscuits & cakes cluster Ali Harris Shere shared his thoughts on the exciting partnership with Shah Rukh Khan: “We are supremely excited to have the King of Bollywood, Shah Rukh Khan, as the face of Sunfeast Dark Fantasy. He is an iconic figure. His charm, sophistication, and larger than life persona makes him the ideal choice to represent the brand. With this association, we are confident of elevating the brand’s presence and further reinforce its connection with consumers. Together, we aim to take people on an extraordinary journey that celebrates their fantasies, making it a memorable experience.”

    Khan, whose movies have brought joy to millions of hearts, expressed his views on joining hands with Sunfeast Dark Fantasy, “I am delighted to associate with Sunfeast Dark Fantasy, a brand that is truly loved by all of us. The brand’s new proposition of ‘Har Dil Ki Fantasy’ deeply resonates with me, as it encourages everyone to imagine, fantasize and live the extraordinary; an idea which I truly believe in. I am happy to be a part of this exciting and unique journey of fulfilling fantasies.”

    FCB Ulka national creative director Romi Nair expressed his joy on the exciting collaboration between Shah Rukh Khan and Sunfeast Dark Fantasy: “We know that everyone fantasizes and “Har Dil ki Fantasy” is born out of that insight. This campaign encourages everyone to take “flights of fantasy” and come back alive. And to bring this idea to life, who better than Shah Rukh Khan who is the Fantasy of India. The campaign brings Shah Rukh Khan in an avatar that we all love him for. He will charm India with this campaign.”

    The TVC, conceptualised by FCB Ulka, begins at a salon’s waiting area where a lady eagerly awaits her turn. To kill time, she enjoys a Choco Fills cookie, which instantly transports her to a fantasy. Khan magically appears and indulges her, styling her hair, applying makeup and tending her nails. She comes back with a smile, realising it was all in her fantasy and shares a cookie with a puzzled girl nearby. Shah Rukh Khan’s voiceover highlights the delightful experience, “Crunchy cookie mein molten choco”. The commercial concludes with Shah Rukh Khan exclaiming, “Har Dil Ki Fantasy” as a pack of the cookies is showcased.

    The campaign is set to launch across India in eight different languages. It will be broadcasted across digital, social media platforms and television channels, forming an integral part of the comprehensive pan-India media plan.

    Further, with the advent of this association and the brand’s new proposition, Sunfeast Dark Fantasy is all set to carve an everlasting place in the hearts of its customers by offering them an unmatched experience that blends fantasy with reality. 

    Amidst air of curiosity, the brand unveiled an enticing teaser starring Shah Rukh Khan, presented in Hindi, Tamil and various other languages across social media platforms through influential figures. This strategic move swiftly captured the public’s attention, sparkling widespread discussion. The teasers collectively garnered impressive traction across diverse social media channels, further amplified as fans enthusiastically shared the content across various platforms.

  • DrinkPrime launches #DrinkPrimeForPets campaign

    DrinkPrime launches #DrinkPrimeForPets campaign

    Mumbai: DrinkPrime, the pioneering Bengaluru-based startup lives up to its promise of providing safe drinking water to everyone by launching the #DrinkPrimeForPets Initiative. This groundbreaking campaign offers pet parents the opportunity to provide their beloved furry companions with the highest quality purified water, free of charge.

    As a part of the #DrinkPrimeForPets campaign, any DrinkPrime subscriber who is a pet parent can now avail themselves of a complimentary supply of 10 litres of DrinkPrime’s safest RO water. This announcement has ignited a robust dialogue across various digital platforms. 10,000 users have opted for this in a short span of time. 

     

     

    “It is our firm belief that pets deserve the same level of care and attention as any other member of the family. We are committed to raising awareness about clean water’s vital role in pets’ health and well-being. The #DrinkPrimeForPets initiative reflects our dedication to making a positive impact in the lives of pets and their caretakers,” said DrinkPrime co-founder & COO Manas Ranjan Hota.

    Urbanisation and rapid development have amplified concerns about water contamination, leading to apprehensions around the quality of water available for both humans and their animal companions. There persists a notion that pets possess harder digestive systems than their human counterparts, which has resulted in the practice of feeding tap water to pets.

    Challenging this misconception and aiming to drive genuine change, DrinkPrime’s visionary founders have taken the bold step of offering free purified water to all their valued pet-owning subscribers. This initiative not only seeks to educate but also actively engages pet owners in improving the health and longevity of their pets by providing them with safe, high-quality water.

    To gather momentum online and throughout communities, DrinkPrime’s #DrinkPrimeForPets initiative stands as a testament to the brand’s commitment to innovation, education, and the well-being of all creatures, great and small.

    Furthermore, the impact of this initiative extends beyond the confines of individual homes. Stray animals, particularly urban dogs, are heavily reliant on human support for sustenance. By encouraging responsible water consumption and care practices, #DrinkPrimeForPets has the potential to guide caregivers of these strays in the right direction, fostering a healthier and more compassionate environment for our four-legged friends.

  • Mahindra unveils a dynamic new visual identity for its new range of Born Electric Vehicles

    Mahindra unveils a dynamic new visual identity for its new range of Born Electric Vehicles

    Mumbai: Mahindra Electric Automobiles Limited (MEAL), a newly set-up subsidiary of Mahindra & Mahindra, pioneers of the SUV segment in India, has unveiled a powerful and distinctive new visual identity for its forthcoming range of Born Electric Vehicles.

    Revealed at the Mahindra Futurescape in Cape Town, South Africa – a showcase of Mahindra’s Go Global vision in Auto and Farm – the new visual identity was introduced for the first time on the ‘Vision Thar.e’. Along with the unveiling of the new visual identity, Mahindra also launched an inspiring brand anthem and sonic identity. These were masterfully conceived in collaboration with music maestro and Padma Bhushan and Padma Shri recipient, AR Rahman, winner of Oscar, National Films, Academy Awards, Grammies, BAFTA, Golden Globe to name a few.

    The new visual identity serves as a hallmark of quality and innovation for customers opting for electric vehicles. It symbolizes a blend of revolutionary engineering, cutting-edge technology, and environmental responsibility, offering a distinct and appealing option for those driven towards a sustainable future. It encapsulates Mahindra’s ambition to lead in the electric vehicle revolution, providing a clear and unique value proposition for modern, eco-conscious consumers.

    Mahindra & Mahindra Ltd. president – automotive sector Veejay Nakra said, “This new visual identity, symbolising Infinite Possibilities, is the proud embodiment of our Go Global vision, representing our exciting, energizing, and efficient range of electric vehicles where iconic design meets revolutionary engineering and intuitive technologies. In parallel, the new Anthem – “Le Chalaang” is a depiction of the new visual identity, creating a sonic representation to resonate with new-age customers who deeply care for the planet.”

    Mahindra & Mahindra  chief design officer Pratap Bose said, “The new identity is a visual exploration of different dimensions, proudly showcasing our all-new global electric range. The new visual identity will address a global audience with its deep symbolism. The infinity sign represents the constant flow of energy; the racetrack denotes our racing pedigree and the exhilaration of performance, and the circularity indicates intelligent sustainability, which is powered equally by science and creativity towards a positive planet. This new identity is future-facing, sustainable, distinctive, and fun!”

    Different dimensions of the new visual identity:

    ·         The infinity symbol – represents the constant flow of energy, the fluid synergy of the driver and the SUV in multisensory harmony.

    ·         The racetrack – highlights the racing pedigree imprinted in Mahindra’s DNA and the pursuit of exhilarating electrified performance.

    ·         The circularity of intelligent sustainability – powered equally by science and creativity towards a positive planet.

    ·         The Mahindra ‘M’ – rock-solid heritage reimagined for next-generation mobility.

    The brand anthem:

    Conceived in collaboration with music maestro AR Rahman, the brand anthem emphasizes the profound connection between music and the human experience. It defines the very concept of a “Chalaang” that symbolizes the spirit of Rise. With lyrics by Anvita Dutt Guptan (Hindi) and Kavingar Snehan (Tamil), the music is composed by AR Rahman, and sung by multiple award-winning artists, the brand anthem called ‘Le Chalaang’, represents the leap towards unleashing an electrifying future through a timeless exploration of new possibilities.

    ·         Lyrics: Anvita Dutt Guptan (Hindi), Kavingar Snehan(Tamil)

    ·         Music: A. R. Rahman

    ·         Singers: Alexandra Joy, Simran, Ria (Hindi), Alexandra Joy and Rakshita Suresh (Tamil)

    ·         Anthem name: Chalang