Category: Brands

Mumbai: With the ongoing Pride Month, it comes to our notice (which should actually come every day) that lesbian, gay, bisexual, transgender, and queer (LGBTQ+) rights in India have been evolving rapidly in recent years. Situations in India took a positive turn for the LGBTQ+ community with the Transgender Persons (Protection of Rights) Act, 2019 recognising the right to self-perceived gender identity. However, as we all are aware, India does not recognise same-sex marriage or civil unions yet, though same-sex couples can attain the rights and benefits as a live-in couple (analogous to cohabitation) as per the Supreme Court of India’s decision in August 2022.

Moving on to the brand and business side, several brands and agencies have begun showing their solidarity toward the LGBTQ+ community in every way possible. In the first part of this series, Indiantelevision.com explores how the perception of leading brands towards the community has evolved and the efforts that they make to stimulate inclusivity.

An evolution from the brand perspective

With so many brands talking about their support toward the LGBTQ+ community, the first and most obvious question that comes to one’s mind is – how has the perception of the LGBTQ+ community evolved from a brand perspective?

The Body Shop Asia South vice president – marketing, product, & digital, Harmeet Singh understands the fact that in recent years, there has been a significant shift in how brands view and engage with the LGBTQ+ community, which has also evolved. “Pride month, one of the most significant times of the year for the LGBTQ+ community, has become important for brands, too, to showcase their commitment to inclusivity. Globally, hundreds of major consumer brands have become regular sponsors of annual Pride events. This change is primarily driven by the influence of millennials and younger generations who believe that companies have a social responsibility that transcends their core business.

Unlike in the past, the LGBTQ+ community is no longer seen as a niche consumer segment but as an influential group whose voice grows stronger with time. As a result, brands now have a unique opportunity to redefine their approach and actively support the LGBTQ+ community.”

She goes on, “Historically The Body Shop has made business-critical decisions about recruitment practices, employee-resource groups, and marketing that embrace LGBTQ+ rights to fill the rainbow gap as we believe in being truly & authentically inclusive.”

Swiss Beauty CEO Saahil Nayar strongly believes that makeup is not limited to a specific gender and doesn’t dictate whether a man or a woman should use it. “Over the years, many brands have recognized the importance of diversity and have started including LGBTQ+ individuals in their marketing and advertising efforts. They are aware that respecting diversity not only represents their clients’ beliefs but also helps create a more welcoming and inclusive society. As a result of this change, LGBTQ+ people are now more frequently represented in brand communications.”

“In the recent past companies have become more vocal about D&I (diversity & inclusivity) and their efforts. LGBTQ+ inclusion has picked up pace post-Sec 377 being repealed in 2018 and Trans Inclusion post Transgender Act 2019. Godrej Properties Limited (GPL) has been an ally to the community way before this, considering we offered same-sex partner benefits and transgender affirmation policy in 2010 and 2015 respectively. Overall, recently brands have become more inclusive for LGBTQ with products catering to the community and commercials representing them too,” points out Godrej Properties Limited chief human resource officer Megha Goel.

Incredible Indriya (Eze Perfumes) director Kanishka Jain seconds Singh that the brand point-of-view towards the LGBTQIA+ community has witnessed a massive evolution. “It’s undergone an oceanic change from shying away in acknowledging the community due to societal norms, fear of backlash, or lack of understanding to surface-level gestures such as rainbow-themed logos or limited-edition products during Pride Month to the current meaningful and long-term engagement to promote it and address its issues through campaigns, partnerships, and initiatives.”

“In short, the evolution of brand perspectives towards the LGBTQIA+ community has seen a shift from silence and indifference to active support and engagement. They are recognising the importance of authentic representation and storytelling and feature LGBTQIA+ individuals and their stories in their marketing campaigns, advertisements, and other brand communications. This not only provides visibility, but also helps to create a sense of belonging and acceptance for the community and allies,” she adds.

Karan Pherwani, vice president at Chtrbox, an influencer marketing agency works with brands, influencers, and content creators on a daily basis, and as an agency, they have witnessed the transformative evolution in brands’ perception and approach towards the LGBTQ+ community. “From a lack of representation and understanding, we now see more brands recognizing the significance of inclusivity and catering to diverse audiences. Our agency plays a vital role in guiding brands to embrace inclusivity and understand the value of the LGBTQ+ community. We collaborate closely with LGBTQ+ individuals, organizations, and influencers to create authentic campaigns that positively portray their experiences and amplify their voices, enabling brands to engage with their target audience in a meaningful and inclusive manner. By prioritizing a sense of belonging, we work with brands to create inclusive environments where everyone feels accepted, supported, and empowered to contribute their best work.”

Wiggles chief marketing officer Prashant Kohli adds to the list by saying that from a brand perspective, the view towards the LGBTQ community has indeed witnessed a significant evolution in recent years. “I have observed this transformation firsthand and believe that it stems from a growing recognition of the importance of inclusivity and diversity in our society. In the past, societal norms and fear of backlash hindered open support. However, as awareness and acceptance grows, even in the legislative space, brands are now leveraging the value of inclusivity as both a moral obligation and a business opportunity through campaigns that authentically engage with the LGBTQ community, partnering with LGBTQ organizations, sponsoring pride events, and advocating for LGBTQ rights.”

“Several brands have successfully embraced LGBTQ-inclusive marketing and communication strategies. For example, the global beauty brand MAC Cosmetics has been a long-standing advocate for LGBTQ rights and has partnered with LGBTQ influencers and artists to create powerful campaigns. Mass-culture brands like Netflix, Bumble, Coke’s LGBTQIA+ content definitely help to integrate this community into the mainstream. At Wiggles, we are committed to embracing diversity and inclusivity in our marketing and brand initiatives. We actively collaborate with LGBTQ influencers, content creators, and organizations to amplify their voices and promote awareness. By doing so, we not only demonstrate our support for the LGBTQ community but also inspire others to join us in creating a more inclusive world,” he tells further.

Promoting a culture of inclusivity

Singh of The Body Shop brings out, “It is inspiring to witness the growing commitment among brands to provide equal employment opportunities and embrace diversity. At The Body Shop India (TBS), we believe that diversity, equity, and inclusion (DEI) are three pillars that are crucial for the growth and value of our brand. In line with this commitment, we have implemented various policies and initiatives that aim to enhance our HR practices and create an inclusive work environment.

Under our DEI policy, we have introduced two specific initiatives. The first is the ‘This Ability’ program, which focuses on increasing the hiring of candidates with special abilities in both our head office and stores. The second initiative aims to enhance gender diversity and inclusion, including representation from the LGBTQ+ community. Our initiatives reflect our sharp focus on inclusivity, and we are pleased to welcome members of the LGBTQ+ community into our front-end staff. Additionally, we are actively engaging in discussions with various organizations to expand our candidate pool and further promote LGBTQ+ representation within our workforce.”

She adds, “By actively recruiting and embracing individuals from diverse backgrounds, we aim to foster a culture that appreciates the richness of different perspectives, experiences, and ideas. We believe that a diverse workforce not only reflects the world we live in but also brings different perspectives, experiences, and ideas to the table, leading to better innovation and understanding.”

“More and more companies are actively showing their support for LGBTQ+ rights and addressing the concerns faced by the community. They are voicing their opinions on important issues such as anti-discrimination laws, transgender rights, and marriage equality. At the same time, brands also recognize the significance of representation and feature LGBTQ+ individuals in their advertising, marketing materials, and product packaging. Instead of relying on stereotypes, this portrayal highlights the diverse range of identities and experiences within the LGBTQ+ community,” states Nayar.

He articulates, “Swiss Beauty aims to create a safe and supportive space for people of all sexual orientations and gender identities. In the past, the brand has launched campaigns that promote inclusivity and represent the LGBTQIA+ community. One such campaign is #GlassitGlossit, which promotes makeup products for individuals of all genders and skin tones. The campaign features transgender and male models along with female models. Moreover, our products are suitable for all genders and skin types. And one of our latest campaigns also features a male model using makeup, aiming to challenge the stigma associated with men using makeup. This pride month, we are collaborating with LGBQ+ influencers, including Shivam Bhardwaj, Sayantika Majumder, Nick Prakash, Shashwat (Joy), Shubham Basankar, and Rajat Singh. This collaboration will provide more representation and opportunities and promote the importance of inclusivity.”

Pherwani of Chtrbox mentions, “We manage some well-known creators from the queer community, including Deep Pathare, Shantanu Dhope, and Rahil Sayed. These talented individuals bring their unique perspectives and experiences, helping brands authentically connect with the LGBTQ+ audience. By leveraging their influence and expertise, we further reinforce our commitment to promoting inclusivity and amplifying diverse voices in the industry.”

“The transformation, over the years, has specifically been seen in the world of perfumes; it has always been an inclusive one. For a product so subjective in its perception and preference, perfumes have always broken down gender norms by shunning definitions of what a certain gender should smell like; instead, they lay emphasis on choosing a fragrance that defines a vibe and personality. You’ll find that reflecting in our range of perfumes, too,” tells Jain of Eze Perfumes.

Kohli of pet cate brand Wiggles is clear in mentioning that promoting a culture of inclusivity is a top priority for them. “We believe that pets bring people together regardless of their backgrounds, and we strive to reflect this in our brand messaging and initiatives.We ensure that our marketing campaigns are diverse and inclusive, featuring people from various ethnicities, genders, ages, and abilities, interacting with their pets. #MyPetMyPride was one such campaign of ours that demonstrated a culture of inclusivity. This representation sends a powerful message that everyone, regardless of their differences, can find joy and companionship through pet ownership. We also actively support and collaborate with organizations that promote inclusivity and diversity within the pet community.”

He goes on, “Furthermore, we are committed to providing accessible and inclusive pet care resources. This includes creating content for all audiences, offering products suitable for pets with various needs, and ensuring our customer support is inclusive and empathetic. Overall, our goal is to create a pet care brand that celebrates diversity, fosters inclusivity, and encourages a sense of belonging among all pet parents. We believe that by embracing and promoting inclusivity, we can enhance the pet care experience for everyone, regardless of their background.”

Goel reveals, “At Godrej Properties Limited (GPL) we have a corporate culture driven by values and purpose and we say we have a culture of Pride. At GPL we want all our employees to contribute, collaborate and ultimately thrive at GPL, irrespective of their race, age, ethnicity, gender, gender identity, sexual orientation, disabilities, or any other factor that makes them a minority. We also recognize that individuals may come from different backgrounds and have varying levels of exposure. As such, it is our responsibility to foster better understanding among our diverse group of employees. Hence, we hold sensitisation sessions for all to cohesively work together.”

Mumbai:  Following the success of its childrens’ food brand Slurrp Farm, a 100 crore brand in 2023, health food startup Wholsum Foods recently launched its second brand Millé offering high plant protein, fibre-rich, millet-based health foods to customers of all ages. Combining the goodness of millets, lentils, and legumes, Millé is the perfect choice for health and fitness-conscious customers looking to enhance their meals with quality plant protein. With the increasing focus on wellness post-COVID-19, Millé’s range of delicious, nutritious products offers customers healthy food options with high plant protein and fibre, all-natural ingredients, and very low sugar. Its range of daily foods and snacks currently includes breakfast cereals, pancakes, cake mixes, and gluten-free grain alternatives to rice and wheat.

Wholsum Foods brand ambassador and Bollywood actor Anushka Sharma, who invested in the company in 2022 having been a customer of Slurrp Farm, took to Instagram to share glimpses of a typical day in her busy life. Known as an advocate of healthy living and sustainable eating, she shared how adding Millé to every meal is helping her stay active and light through the day, fight cravings, and enjoy healthy indulgences.

Launched in 2023 – the UN declared ‘International Year of Millets’, Millé is an innovative supergrain company actively promoting the consumption of the nutrient-rich, climate-smart grain which uses very little water and no fertilisers or pesticides. Working closely with a diverse group of stakeholders including leading Indian and international chefs as well as nutritionists and farmers, Millé is playing an important role in the movement to bring millets – known as the ‘mother of all grains’- back to contemporary food culture.

“Wholsum Foods has consistently brought us delicious millet-based foods over the last 7 years and the company has built a lot of trust. Millé offers the perfect combination of high plant protein and fibre that helps you eat right and live an active, healthy, fulfilled life at any age. We’re happy to be a part of the millet movement which is bringing this ancient climate-friendly supergrain back to the mainstream,” said Wholsum Foods investor, and Bollywood actor Anushka Sharma.

“Millé is a supergrain food company that brings the health-conscious consumer fabulous, sustainable food, which is backed by science, rooted in traditional knowledge and easy to prepare. Millé offers our customers healthy food options with increased plant protein which comes from the unique combination of millets with lentils and legumes. With rising diabesity, cardiovascular diseases and an unhealthy eating culture, Millé helps people make a positive change towards a holistically healthier, happier way to eat using ancient supergrains that are inherently good for you and good for the planet,” mention Wholsum Foods co-founders Shauravi Malik and Meghana Narayan.

Mumbai: Transformers: Rise of the Beasts, the latest blockbuster from the Transformers franchise, has recently hit the theatres. Inspired by the characters in the film, Hasbro has unveiled a new line of Transformers products (toys, apparel, backpacks to name a few) to go along with the movie.

 Returning with the action and spectacle that’s captured moviegoers around the world, Transformers: Rise of the Beasts takes audiences on a ‘90s globetrotting adventure with the Autobots and introduces a whole new faction of Transformers to the big screen – the Maximals – joining them as allies in the epic battle for earth.

 Hasbro India country manager Lalit Parmar said, “For years, Transformers has been an exciting powerhouse of rich storytelling and compelling characters. We are thrilled to bring to life the theatrical marvel ‘Transformers: Rise of the Beasts’ through an innovative collection of action figures and role play toys featuring robots and beast characters that convert! This range elevates the play experience for kids and fans across age groups and celebrates the thrilling appeal of the iconic Transformers franchise.”

 The range of toys from Hasbro includes “Beast Alliance Weaponizers,” which are up to 5-inch toys which convert in 5-7 steps, “Flex Changers,” 6-inch toys that convert from robot to Transformers sports car mode in 5 quick steps, “Titan Changers” that are 11-inch action figures perfect for staging larger than life Transformers battles. The exciting array of toys for ages 8 years and up, with prices from INR 1499 – 2699 and are available at Hamleys, a local toy store, and e-commerce platforms.

 Fans can also join in the battle for Earth with exclusive Transformers: Rise of the Beasts apparel. A meticulously designed collection featuring bold graphics and iconic imagery, captures the essence of the movie. These exclusive apparels are available from INR 1099 onwards on Shop The Arena.

“Transformers is a franchise that a whole generation has grown up watching. It is an emotion, and characters from the franchise have become classics in their own right.  The release of ‘Transformers: Rise of the Beasts’ has created a wave of excitement among fans worldwide, and now, through these remarkable Hasbro toys, you have the opportunity to own a piece of this phenomenal film. Get ready to unleash your imagination and experience the epic world of Transformers in a whole new way,” says Viacom18 Studios COO, Ajit Andhare.

The movie features character favorites like Optimus Prime and Bumblebee and Maximal characters like the powerful and commanding Optimus Primal, Cheetor, Rhinox, and Airazor – all who maximise to charge into combat!

Directed by Steven Caple Jr. and starring Anthony Ramos and Dominique Fishback, the film is now playing in theatres in English, Hindi, Tamil & Telugu in 2D, 3D, 4D and IMAX.

Mumbai: India’s most trusted plywood brand, CenturyPly, embarks on an innovative collaborative marketing campaign. Partnering with the Scam 1992 OTT team, CenturyPly launches a brand-new ad film which urges end users to ‘invest’ in its flagship product – the decades-old industry leader Club Prime. 

No one knows investments better than the Big Bull himself – Harshad Mehta. Pratik Gandhi, who brought Harshad Mehta to life for today’s generation in the OTT series Scam 1992, was roped in to resurrect his role. Getting Pratik on board was just half the story. CenturyPly & its advertising agency, Wunderman Thompson, decided to go all the way, onboarding the extremely talented director of Scam 1992, Hansal Mehta, and acquiring the rights to the iconic Scam 1992 title track. 

Produced by Small Fry, the film ‘The Best Investment’ is about an investment tip the protagonist, played by Pratik Gandhi, gives away for free. He uses investment speak to talk about the various attributes of Club Prime before signing off with a rhetorical question, “Ab isse better investment hai toh batao!!” [“If there’s a better investment, let me know!!”]  

Consumers are easily confused by the wide range of plywood options available in the market. They are at a loss and do not know which ply to purchase. Packed with a variety of features – boiling waterproof, borer & termite proof, fire retardant, duplicate proof, calibrated, E0 emission compliant, customer service in 48 hrs & 30-year warranty – Club Prime is indeed the best plywood to invest in. In the film, Pratik Gandhi urges consumers to put their faith in Club Prime from CenturyPly and enjoy complete peace of mind.

A 360-degree integrated marketing campaign is being planned to drive the message of ‘investment’. TV will be the lead medium, supported by print, OOH, POS and digital. The campaign has the potential to resonate with well-heeled end users who form the target audience for Club Prime. With post-pandemic India having opened up to trading, ‘investment’ as a word will strike a chord with affluent classes who are investing in the stock market in large numbers.

CenturyPly executive director Keshav Bhajanka said, “It’s very easy to get conned when buying plywood. A customer has a hard time, having to weigh the pros & cons of various brands of plywood in order to arrive at the right choice. CenturyPly has always kept the customer front & centre in everything that it does. In line with its corporate philosophy, this new advertisement for Club Prime is intended to give peace of mind to customers, helping them make the best ‘investment’”.

CenturyPly executive director Nikita Bansal said, “We have tried to ride on the new age practice of symbiotic collaborative marketing. Both CenturyPly and Scam 1992 are household names and will benefit from each other’s equity. By helping consumers recall the hit OTT series, the ad will immediately connect with them, driving home the point that Club Prime, with its host of unrivalled features, is the smartest ‘investment’ they could possibly make”.

Wunderman Thompson Kolkata VP & senior ECD Arjun Mukherjee said, ‘Who better to speak about investment in India than the Big Bull himself? Who better to recreate the imagery of Harshad Mehta than Hansal Mehta? Who better to enact that role than Pratik Gandhi? When one brings together all in a commercial, along with the iconic music, one can hope it’s going to be a memorable watch”.

Mumbai: Tata Consumer Products (TCP), the consumer products company uniting the principal food and beverage interests of the Tata Group under one umbrella, announced its entry into the ready-to-drink cold coffee category with the launch of Tata Coffee Gold- cold brew.  This latest offering aims to redefine the coffee experience by delivering a unique blend of cold brew maintaining a rounded taste profile without any bitterness.

Tata Coffee Gold is brewed with cold water to retain its smoothness, using only the finest ingredients and is available in three variants – Classic, Mocha, and Hazelnut. Free from any artificial flavourings, it offers an authentic and genuine coffee experience that is both refreshing and satisfying.

Beverages Ltd, Tata consumer products (the ready-to-drink business of Tata Consumer Products)  MD NourishCo Vikram Grover, said, “Our aim with Tata Coffee Gold- cold brew ready-to-drink coffee is to provide an unparalleled coffee experience to our discerning customers. We have meticulously crafted this beverage to cater to the needs of coffee enthusiasts who appreciate a perfect blend of taste, quality, and convenience. With Tata Coffee Gold- cold brew, we are offering a product that delivers a rich, rounded taste without any bitterness, while still providing a cold brewed coffee hit”.

Carefully crafted for those who appreciate the finer things in life, this new beverage steeped for more than 12 hours offers a strong, rich, velvety taste that will captivate coffee connoisseurs.  This well-crafted recipe ensures that each sip provides a perfect balance between indulgence and mindful consumption, making it an ideal lifestyle choice for coffee lovers. One of the key highlights of Tata Coffee Gold- cold brew ready-to-drink coffee is its low sugar content, catering to health-conscious individuals without compromising on taste. 

Mumbai: TAM Sports, a division of TAM Media Research, has released the Celebrity Endorsement Report for TATA IPL 2023.

As per the report, during the 16th edition of the IPL, the ad volume share of celebrity-endorsed ads experienced a growth of 8 per cent in comparison to the previous season, across all matches.

Film actors and sports persons together accounted for more than 90 per cent ad volume share of the total celebrity-endorsed ads. Among all professions, film actors led in brands’ endorsement with 49 per cent share of ad volumes, followed by sports persons with 41 per cent share during IPL 16. The share of film actors and sports persons endorsed ads per channel grew in IPL 16 by nine per cent and 32 per cent, respectively, as compared to IPL 15.

While the level of exposure of celebrities on television has risen, the count of overall and sports celebrities waned in IPL 16 over IPL 15. When compared to IPL 15, the number of overall and sports celebrities decreased by 29 per cent and 21 per cent, respectively, during IPL 16.

In both IPL 16 and IPL 15, Aamir Khan and Shahrukh Khan are in first place respectively. Aamir Khan was on top with a nine per cent share of ad volumes during all matches of IPL 16. During all matches played in both IPL 15 and IPL 16, two of the top five celebrities were present in both seasons’ overall celebrity list. Among the top five, Virat Kohli, Rohit Sharma and Hardik Pandya were common sports celebrities in both IPL 16 and IPL 15.

Two out of the top five categories endorsed by celebrities belonged to F&B and the other two categories were from the services sector during IPL 16. The top five categories and advertisers accounted for 75 per cent and 67 per cent ad volumes share of celebrity-endorsed ads in IPL 16.

Mumbai: Dabur India Ltd., India’s most trusted and leading Ayurveda personal care company, has roped in Bollywood sensation Nora Fatehi as the celebrity brand ambassador for its newly launched cooling oil, Dabur Cool King Thanda Tel. This blockbuster collaboration between an innovative new Ayurvedic product and a Bollywood starlet is all set to delight consumers with a new campaign this summer.

“We are thrilled to partner with Nora Fatehi, the epitome of cool energy and natural beauty, to launch Dabur Cool King, a new cooling hair oil with a unique innovation. It has a specially designed chill tube with peppermint and cooling crystals to deliver an unparalleled cooling experience. Nora Fatehi is the perfect brand ambassador for Dabur Cool King. She is young, vibrant, and stylish, and she embodies the cool, refreshing feeling that Dabur Cool King delivers. Nora will be instrumental in deepening our consumer connect, particularly in the Hindi heartland, as we look to expand the brand’s footprint,” Dabur India Ltd vice president – marketing Abhishek Jugran said.

Talking about her association with Dabur Cool King Thanda Tel, Nora Fatehi said, “I am thrilled to join forces with Dabur, a brand that has been trusted by consumers for generations. I am honoured to be the face of their latest innovation, Dabur Cool King Thanda Tel, a revolutionary new hair oil that uses a unique cooling technology to soothe and relax. I can’t wait to share this amazing product with my fans and the world.”

“Dabur Cool King Thanda Tel is a revolutionary new hair oil that uses a unique cooling technology to soothe and relax. The specially designed chill tube contains peppermint and cooling crystals that work together with the 11 Ayurvedic herbs in the oil to provide a refreshing cooling experience. In today’s fast-paced world, it can be difficult to find time to relax. However, it is important to take some time for yourself to unwind and de-stress. Dabur Cool King Thanda Tel can help you do just that. The cooling sensation of the oil will help to reduce stress and improve your overall mood,” said Dabur India Limited marketing head-hair oils Ankur Kumar.

Speaking on the occasion, Rediffusion national creative director Pramod Sharma said, “Nora is vivacious, she’s fun and she has turned in a dance performance in the commercial that is hi-energy and very entertaining. The Dabur brief to the agency was to create a TVC that would be very engaging and immersive for the Hindi heartland target audience and that is what we have delivered.”

“The cooling oil category has been dominated by a few players for years. However, Nora Fatehi’s electric presence in the Dabur Cool King Thanda Tel ad is going to shake things up and redefine the category. The ad is refreshing, engaging, and features Nora Fatehi at her best. It is sure to capture the attention of consumers and make them want to try Dabur Cool King Thanda Tel,” added Rediffusion joint president Kalyani Srivastava.

The Dabur Cool King Thanda Tel film was created by a creative team consisting of Ramendra Vasishta, and Rigved Sarkar. Puneet Malhotra directed the ad, and Lucifer Circus produced it.

Mumbai: Park Avenue Soaps is one of the pioneering brands in the Men’s soap segment. Park Avenue soaps are known for their performance-based natural ingredients and invigorating fragrance that gives long-lasting freshness. Hence the core proposition of ‘Refreshing soaps, crafted for Men’ differentiates Park Avenue from the competition.

Park Avenue Soap portfolio has four core variants – Good Morning (Everyday Revitalizing), Pure Luxury (Moisturising Indulgence), Cool Blue (refreshing Cool) and Lemon Storm (Freshness Burst). Each of these variants offers unique benefits along with a great fragrance that gives Men a long-lasting impactful freshness. 

The latest TV commercial is an attempt to highlight the brand’s core benefit of providing the “just showered” feeling that evokes incredible freshness. The unique fragrance and ingredients allow consumers to go about their day feeling refreshed and confident. Thus, offering an opportunity to always create an impact while enjoying the invigorating experience of Park Avenue soaps.

This is the first time ever Park Avenue soaps will be driving awareness among consumers with the core proposition of unmissable freshness and fragrance through communication. Today’s Men not just want to feel fresh but also want to look and smell refreshing so that they can create an impact on others in every possible opportunity they get. With this new campaign, Park Avenue aims to be a preferred choice of bathing brand for Men.

Park Avenue chief marketing officer  Pooja Sahgal said, “The idea of mesmerising Freshness that people immersively notice was a strong platform to bring alive the discriminator of Just Showered freshness.  Park Avenue Soaps with its unique fragrances and natural ingredients are customised to provide long-lasting freshness for men to help them create an impact as they take on the day. Park Avenue Soaps are on a growth trajectory, and we are sure this campaign will accelerate the momentum”.

Mumbai: Meesho, India’s only true e-commerce marketplace, has revealed a new brand identity to reinforce how the e-commerce platform helps every Indian derive absolute joy by making a value-first purchase decision. The company aims to strengthen its positioning as a one-stop horizontal platform that meets the everyday needs of millions of Indian shoppers. The brand revamp also aims to showcase the e-commerce platform’s inclusivity with a vast collection of value-first products, and how it’s helping consumers across income segments, geographies, languages, genders, and age groups realize their shopping aspirations.

The new colour palette features hues of ‘Jamuni’ and ‘Aam’, which encapsulate the vibrancy and grandeur of India’s diversity. According to colour theory, Jamuni has an association with aspiration while Aam is seen as inviting and welcoming. The refreshed colour palette aims to evoke personality traits of confidence and approachability among Meesho consumers and sellers. However, the logo retains Meesho’s iconic ‘M’, albeit in a more colorful and interconnected avatar – which has been strongly associated with the brand since its inception in 2015.

As part of this initiative, Meesho has leveraged auditory touch points to build an emotional connect with users. Built on the premise of ‘all good things arrive with a ting tong’, the company’s sonic identity beautifully captures the anticipation and excitement that one experiences while expecting the delivery of an online order. Meesho’s peppy signature track plays during all legs of the customer journey, from clicking on the e-commerce application to receiving a push notification to placing an order. The sonic identity will also be launched in eight languages (Hindi, Bengali, Telugu, Marathi, Tamil, Gujarati, Kannada, Malayalam and Odia) for a more authentic experience.

“We are thrilled to introduce our revamped brand identity, which symbolizes our transformation into a genuinely inclusive and egalitarian e-commerce platform. The new colour palette and sonic identity will add a powerful new dimension to our brand identity, a critical component of how people recognise Meesho today and in the future. We believe there is enormous opportunity for mass adoption of e-commerce in India, and the next wave of growth will come from making it pertinent for all shoppers. With this brand revamp, Meesho will progress further on its journey to become the go-to e-commerce platform for the next billion consumers in India.,” said Meesho Founder & CEO Vidit Aatrey.

“With e-commerce steadfastly gaining traction across geographies and socioeconomic backgrounds, Meesho continues to boost access and affordability for the country’s heterogenous customer base. Every design decision was evaluated from a consumer lens to arrive at a refreshed brand identity that signals the joy that consumers experience when interacting with the brand. We explored a wide range of possibilities before finally arriving at the chosen solution, which captures the brand’s ethos of inclusivity and aspiration. We believe Meesho’s brand experience is set to evolve in a myriad new and exciting ways. It was an absolute delight for Landor & Fitch to partner with the Meesho team on this brand transformation.” added Landor & Fitch managing director Lulu Raghavan.

Over the last eight years, Meesho has built a simple and easy-to-use e-commerce platform that’s helped millions of users and sellers come online. In 2023, as the marketplace continues to scale, this brand refresh will help the company retain its current identity while more accurately reflecting its current growth and scale.

With 140 million annual transacting users, 1.1 million sellers and ~100 million active product listings across 30 categories, Meesho aims to fuel discoverability of a wide assortment of products for both urban and Bharat consumers.