ITV

Category: Brands

  • Kiara Advani joins Mohey as its new brand ambassador

    Kiara Advani joins Mohey as its new brand ambassador

    Mumbai: Vedant Fashion Ltd.’s womenswear brand Mohey named Kiara Advani as its new brand ambassador with their ongoing campaign “#DulhanWaliFeeling.”

    The newly launched ad film, which was conceptualised and executed by Shreyansh Innovations, depicts the era of the modern-day bride and how weddings are a big day for them. Advani is pictured celebrating the new era of the contemporary Indian bride while wearing a gorgeous lehenga from Mohey’s most recent bridal collection.

    Kiara is seen replacing all the gifts she got for her wedding with her most prized possessions. She gets her first doll, her tennis racket that helped her beat her father, her old notebooks, and everything that holds more meaning and memories in her new home. With the help of her new husband and father-in-law, Kiara is able to replace all the new gifts that she finds meaningless next to her old possessions. While leaving in the car, her mother asks her why she is taking old items to her new house, to which Kiara joyfully answers, “Naye ghar ko apna ghar banaane.”

    The movie shows the cluster of emotions a bride experiences on her special day and how these old items hold a special place in their hearts. They want to carry their memories with them; it’s her “#DulhanWaliFeeling.”

    Speaking of her association with the brand, Advani said, “I am so excited to be associated with Mohey, a brand that not only celebrates weddings but also its brides and their individuality. Personally, I love weddings! I can feel the joy every wedding brings in the hearts of new brides, their families. It’s important that the brides feel comfortable in their own skin and be their true selves on their big day. This campaign beautifully encapsulates the “#DulhanWaliFeeling” and we hope it strongly connects with all the new brides.”

    “Advani, whilst deeply rooted with her tradition, is also the new age Indian woman that brings out our powerful messaging in the most confident manner. Mohey has been conceptualised for the confident and bold Indian brides who live life to the fullest, and we believe the essence of our “#DulhanWaliFeeling” has been beautifully portrayed by Advani,” Vedant Fashions Ltd. chief marketing officer Vedant Modi commented on the new brand ambassador.

    Shreyansh Innovations founder and director Shreyansh Baid said, “In keeping with the spirit of Mohey, we have yet again celebrated the views of a modern bride. Advani delivers a message of freedom and choice in a very simple way when she chooses to carry some unexpected things with her as she leaves for her marital home. But these seemingly meaningless things hold priceless memories for her. This film shows a modern Mohey bride who decides to carry the love and comfort of her maternal home into her new house.”

  • RS Sodhi relinquishes duties as MD of Amul

    RS Sodhi relinquishes duties as MD of Amul

    Mumbai: In what seems to be a sudden turn of events, Gujarat Cooperative Milk Marketing Federation (GCMMF) managing director RS Sodhi has stepped down from his role. At a board meeting of the company which manufactures the popular dairy brand, Amul, the members took the decision of replacing him, according to media reports. Sodhi stepped down from his role with immediate effect.

    Following Sodhi’s exit, Jayen Mehta who has been currently serving the company as chief operating officer, will temporarily take over the charge.

    Mehta has been associated with Amul for over three decades. Prior to his role as chief operating officer, he held various designations in the company – brand manager, group product manager, and general manager in the marketing function.

    Sodhi’s association with the company dates back to 1982, when he first stepped in as a senior sales officer. From 2000 to 2004, he played the role of general manager—marketing. 12 years back, in June 2010, he was elevated as managing director.

  • Lotus Organics+ releases new ad campaign with Dia Mirza

    Lotus Organics+ releases new ad campaign with Dia Mirza

    Lotus Organics+, a premium organic beauty brand, on Monday announced a new high-voltage brand campaign with a film primarily focusing on its brightening day crème. UN Environment’s goodwill ambassador for India and Bollywood actress Dia Mirza will appear in the newly launched campaign, which will run across various platforms.

    With this ad launch, the brand conveys the message of how the Lotus Organics+ precious brightening range ensures bright and glowing skin. The film reinforces the message that Lotus Organics+ is 100 per cent certified organic by highlighting the rare white peony flower extracts present in its precious brightening range. 

    With an extensive media plan, the campaign will play out on the brand’s social media platforms, such as Facebook, Instagram, and YouTube. The high-decibel campaign will also be aired on leading OTT platforms, including Disney+ Hotstar, where the brand film will be aired during the series Moving in with Malaika, in which actress Malaika Arora can be seen using Lotus Organics+ products. Through this powerful campaign, Mirza will reach out to a youthful audience of millennials, Gen Z, and her large fan base, many of whom are deeply concerned about organic beauty products and the environment.

    Commenting on the new campaign, Lotus Herbals chairman and managing director Nitin Passi says, “Lotus Organics+ is a brand that uses only 100 per cent certified organic actives in its products. We want our customers to be our ‘eco-responsible partner’ and adopt a sustainable lifestyle. In the new campaign, our brand ambassador Dia Mirza highlights the organic ingredients that go in our precious brightening range, the potency of the organic ingredients in achieving skincare goals, and the message to all of our customers to “Live Organic.”” 

    Further, Mirza elaborates, “Lotus Organics+ resonates with me as their products use only 100 per cent certified organics. I believe that it is important that our lifestyle should be natural, free of toxins, and healthy for the planet as well as ourselves. Everyone must do their bit for the environment, and these steps begin at home, especially, through the beauty care products we choose. Lotus Organics+ embodies the idea of a sustainable and healthy lifestyle.”

  • Tata to take over Bisleri

    Tata to take over Bisleri

    Mumbai: Ramesh Chauhan has done it again.  After selling his brands – Thums Up, Maaza, Citra, Gold Spot and Limca to Coca Cola almost three decades back, the 82-year old business tycoon and chairman of Bisleri International has planned to divest his stake in the company to Tata Consumer Products Ltd (TCPL) for an estimated sum of Rs 6,000 – 7,000 crore, as per media reports.

    The reports say that the current management will continue for two years as part of the deal. Bisleri brand’s turnover is estimated at Rs 2,500 crore with profit at Rs 220 crore for FY’ 23, reveal reports.

    Media reports cite that Chauhan’s motive behind selling the brand was the fact that he has no successor to expand and handle the brand. His daughter Jayanti isn’t too keen on taking care of it.

    Ramesh Chauhan-led Bisleri International functions in the segment with bottled water brand Bisleri and spring water Vedica. It is also existent in fizzy drinks with brands – Spyci, Limonata, Fonzo and PinaColada.

    The Tata Group runs its consumer business under Tata Consumer Products Ltd (TCPL) which also sells packaged mineral water under the brand Himalayan, and also has brands such as Tata Copper Plus Water and Tata Gluco+ in the hydration segment.

     

  • Samantha Prabhu’s Saaki eyes a growth of 80% revenue in the next 6 months

    Samantha Prabhu’s Saaki eyes a growth of 80% revenue in the next 6 months

    Mumbai: Samantha Ruth Prabhu and Sushruthi Krishna’s D2C ethnic wear brand Saaki aims to scale its revenues by 80 per cent in the next six months on the back of a growth strategy that includes category expansion and improving brand visibility through a consumer-centric approach.

    The brand, which will generate two-digit crores in revenue this fiscal year, sees its customers as the primary drivers of its growth.Since its launch in 2020, it has always taken its customers’ feedback and suggestions seriously. This consumer-centric approach has enabled the brand to grow exponentially in the last two years, with 70 per cent of business generated organically from its much-loved community.

    40-50 per cent of the brand’s sales are driven from metro and tier I cities, while the remaining are from tier II and III cities, where the adoption of online shopping is happening at an accelerated pace. Saaki entered the international market in 2021 and currently ships to 15 countries, including the USA, Canada, Australia, and New Zealand. With 25 per cent of the total revenue generated from international business, Saaki is on the road to strengthening their presence in the global market.

    The brand will soon expand into yoga wear and home categories. Saaki is rapidly expanding its distribution channels and plans to become a Rs 150 to Rs 200 crore brand in the next three years.

    Speaking about the future growth plans, Saaki co-founder Krishna said, “Saaki is totally built on consumer love and confidence, and we hope to reach the 100 crore club soon with their support. Our current focus is to expand our product line and ramp up our digital and social media presence. We aim to invest in customer-centricity to allow for optimal journey mapping, repeat business, and loyalty interventions.”

    Popular south Indian actor and Saaki co-founder Prabhu commented, “It’s phenomenal to witness Saaki’s growth in the last few months despite my absence—all credits go to Sushruthi and the team. Looking forward to actively participating in Saaki’s growth journey in the times to come.”

    Apart from the brand website, Saaki is available on the top 4 marketplaces: Myntra, Nykaa Fashion, Flipkart, and Amazon.

  • Nilesh Gupta to handle additional charge of branding and creative strategy at Meesho

    Nilesh Gupta to handle additional charge of branding and creative strategy at Meesho

    Mumbai: Meesho announced on Friday that senior director of growth Nilesh Gupta, who has been leading the company’s activation and acquisition arm for the past two years, will now be handling branding and creative services for the company as well.

    Gupta will be in charge of the team that manages brand building and creative strategy, as well as acquisition and activation at Meesho. His expertise in growth & marketing strategy, business analytics, and deep user understanding has greatly contributed to the company’s growth over the past few years. Under his leadership, Meesho became the most downloaded e-commerce application in the world.

    Prior to joining Meesho in 2021, Nilesh was with Kearney, where he primarily worked on the consumer and retail practice, including co-authoring a report with CII (Confederation of Indian Industry) to help unlock the full potential of retail growth in India.

    “Nilesh is strongly aligned with Meesho’s mission to “democratise e-commerce for everyone” and passionate about solving for Bharat,” said Meesho CXO of growth Megha Agarwal. “His experience in the arenas of acquisition and activation combined with retail will help contribute immensely to Meesho’s accelerated growth. As we further our mission to democratise e-commerce for everybody and bring the next billion users online, user growth will be a key area of focus for us.”

    Gupta strongly believes that Meesho has challenged conventions in the Indian e-commerce landscape. He adds, “Meesho has made significant strides towards democratising e-commerce in India, and I have been fortunate to witness this 10X growth firsthand over the last two years. I am thrilled to take up the branding and creative mandate in addition to my current responsibilities at Meesho. We have a clear vision and will continue to innovate to become India’s preferred e-commerce destination.”

  • Humans of Bombay becomes the storytelling partner of Chennaiyin FC 

    Humans of Bombay becomes the storytelling partner of Chennaiyin FC 

    Mumbai: Chennaiyin FC has signed the popular storytelling platform, Humans of Bombay, as their official storytelling partner for the on-going 2022–23 season.

    The partnership intends to bring the Chennaiyin fans closer, bolstering their bond with Marina Machans.

    The two-time Hero Indian Super League champions and Humans of Bombay will collaborate for a year to bring out the fascinating stories of their champion players, coaches, and stakeholders while also shining a light on the ups and downs of their journey.

    Established in 2014 by Karishma Mehta, Humans of Bombay showcases the unique, inspirational, and relatable stories of individuals from all walks of life. With a community of over 4.5 million people, the platform has lent voice to the voiceless with more than 6,000 stories so far.

    Speaking about this partnership, Humans of Bombay founder Karishma Mehta said, “We strongly believe that sport gives birth to some of the greatest stories. And from our interactions with the team until now, we’ve found some fascinating stories of grit and determination. We’re grateful that we can extend our expertise to bring forth these inspiring and heartwarming stories from Chennaiyin FC to the fans and our community. Fans will be able to see their players, coaches, and stakeholders from a very personal lens, and we hope our storytelling strengthens their bond with the team. Stories have the power to inspire a generation, and we hope to do that; it’s time for India to participate on a much larger scale in the sporting world, and that effort to become truly global begins here.”

    Chennaiyin FC have secured two victories and a draw from their five games so far in the on-going Hero ISL season. They will next take on Jamshedpur FC in a home fixture at the Jawaharlal Nehru Stadium in Chennai on Saturday.

  • Panasonic unveils a new brand action slogan ‘Create Today. Enrich Tomorrow’

    Panasonic unveils a new brand action slogan ‘Create Today. Enrich Tomorrow’

    Mumbai: Panasonic has unveiled its new brand action slogan, “Create Today. Enrich Tomorrow.” Through this slogan, Panasonic reiterates its commitment to providing solutions to enrich people’s lives at home and at work, enabling society to move forward and make progress towards a greener planet for tomorrow. As part of this branding initiative, Panasonic also launched a new video campaign focusing on delivering holistic well-being for people, society, and the planet.

    The new brand action slogan is symbolic of Panasonic’s mission of contributing to the well-being of people, society, and the planet. To fulfil this business mission, Panasonic aims to enhance the quality of life for people with its high-end appliances; for society, it will provide safe and secure living infrastructure; and for the planet, it will contribute to decarbonization and the creation of a circular economy through its environmentally friendly products and use of clean energy.

    Each word of the new slogan stands for something thoughtful:

    Create useful, high-quality products that improve people’s lives and make the world a better place. This is the essence of who Panasonic is.

    Today, our customers need us to develop technologies and engineer solutions to improve their daily lives and personal well-being. We deliver with relentless innovation and our commitment to sustainability.

    Enrich the world together. At the heart of everything we do is the well-being of our customers and our planet. Panasonic’s goal is to enrich the lives of those around us every day.

    Tomorrow, we will continue to enhance our products, services, and solutions to help our customers lead their best lives and to help our future environment.

    Commenting on the launch, Panasonic Life Solutions India & South Asia chairman Manish Sharma said, “”Create Today. Enrich Tomorrow”—the new brand action slogan is an extension of our purpose, representing our journey towards innovation and the development of sustainable technologies for a healthier planet. As a manufacturer, we are creating useful products that support our lives and well-being. At the same time, we are also working to enrich all our lives tomorrow by taking care of the environment and developing innovative technologies. Our in-house innovations, such as Miraie, nanoeTM, and ECONAVI, to name a few, are delivering a positive impact on our consumers’ day-to-day lives and on the world at large. Further, under our Green Impact Initiative, we are committed to achieving net-zero CO2 emissions from the business activities of all Group operating companies by 2030 and contributing a total of more than 300 million tonnes in CO2 emissions reductions by 2050.”

    According to recent Panasonic syndicated research, young adults in India are more environmentally conscious and likely to buy sustainable products, and almost 90 per cent of young Indian adults think sustainability is a key concern and should be addressed immediately. Taking cognizance of these consumer insights, the “Create Today. Enrich Tomorrow” slogan empowers Panasonic to create useful, high-quality products that improve people’s lives and make the world a better place. Today, consumers are also looking for products and solutions that offer them convenience through a connected ecosystem. Panasonic is developing technologies that improve people’s daily lives and personal well-being. With Panasonic’s continuous offering of innovative and sustainable products, solutions, and services, the brand’s goal is to enrich the world for a better tomorrow.

    Speaking from the marketing side, Panasonic Life Solutions India head-marketing communications Shirish Agarwal said, “Panasonic has been working towards the well-being of people and society since 1918. At Panasonic, well-being is divided into three categories: inner well-being, outer well-being, and spatial well-being. The company offers products and services to support all three areas of well-being. “Create Today. Enrich Tomorrow”—the new brand action slogan reinforces Panasonic’s values and commitment towards providing innovative and sustainable solutions for the future that will help our consumers, the overall community, and our planet—resonating with our target group of gen-z and millennials. Our marketing efforts will be focused around electronic and digital mediums to begin with, followed by a multi-media campaign in 2023.”

  • CavinKare partners with Ability Foundation for CavinKare Ability Awards

    CavinKare partners with Ability Foundation for CavinKare Ability Awards

    Mumbai: CavinKare, the FMCG conglomerate, is back with the 21st edition of the CavinKare Ability Awards, in collaboration with the Ability Foundation.

    The awards will honour the unwavering spirits of individuals with disabilities. The awards are presented to persons with disabilities to recognise their accomplishments in various sectors, in keeping with the organisation’s mission to provide basic necessities to people from all socioeconomic backgrounds.

    Nominations for the awards are open till 20 November 2022. Any citizen of India with a disability (as defined by the Rights of Persons with Disabilities Act, 2016) who has performed an incredible job in his or her chosen field is eligible to apply. An individual can be nominated for only one category. The nominations go through a short-listing, interviewing, and site-visiting process before a panel of eminent jury members selects the recipients.

    The awards fall under two categories, namely, the CavinKare Ability Award for Eminence and the CavinKare Ability Mastery Awards, which are given to specially chosen achievers from all around the nation.

    The CavinKare Ability Award for Eminence is presented to one individual with a disability who has shown a commitment to others that goes beyond individual success. The award includes a memento, a citation, and a cash reward of 2 lakh rupees. The CavinKare Ability Mastery Awards are presented to three individuals who have not let their disabilities stand in the way of achieving brilliance in their chosen fields. This category of awards is presented to those people with disabilities who have demonstrated proficiency in the field of their choice, set high standards for themselves, and also realised their personal goals. The award includes a memento, a citation, and a cash reward of one lakh rupees for each recipient.

    Since its establishment in 2003, the CavinKare Ability Awards have recognised 85 achievers with disabilities who have broken through conventional barriers to pursue their dreams.

    The CavinKare Ability Awards are a highly sought-after acknowledgment for the disability sector nationwide because they highlight the extraordinary feats of individuals and accentuate their outstanding achievements.

  • GUEST ARTICLE: Why do brands need to be more vigilant about brand infringement attacks?

    GUEST ARTICLE: Why do brands need to be more vigilant about brand infringement attacks?

    Mumbai: The meaning of brand safety has evolved over time for marketers. In traditional marketing, a marketer’s focus was to ensure their trademarks and copyrights were protected.

    When it came to brand safety, brands primarily focused on making sure their advertisements appeared in a safe environment.

    With the evolution of the digital era, things became complicated for brands. Today, brand safety is more than just safe ad placement. It has grown to the point where it is necessary to take the right measures to combat infringement attackers who target unsuspecting and trusting customers of the brand.

    The evolution of threats in the digital era

    As digital technology took a revolutionary leap, fraudsters also took bigger and smarter steps to con marketers. They have used the digital realm as a medium to steal the trademarks and intellectual property of brands and use them against them.

    In most cases, this digital theft leads to the theft of money or information from people who are loyal to the brand.

    The fraudsters look for one loophole to seep through the brand’s protected assets and use them for their own benefit. And with the evolution of the digital arena, fraudsters are becoming smarter. With time, infringement attacks have gone beyond just tampering with the intellectual property of a brand.

    Some of the evolving infringement threats looming on the brands are:

    ATO attacks: The fraudsters have mastered the skill to replicate and misuse the brand’s domain, website, and logo. They have broadened their level of attacks from just intellectual properties to stealing the brand’s consumer data.

    One of the highest-growing infringement threats to brands is account takeover attacks, where a fraudster gets access to a person’s online account. Generally, the fraudster takes over the account of the user and locks them out of their own account. According to a recent report, ATO attacks have increased by up to 90 per cent in the past two years.

    The consequences of the ATO attacks are not limited to consumer data leaks. It leads to the brand losing the trust of a loyal customer. When a user’s account is compromised, they are unable to access the brand’s website or services.

    The user’s data is a gold mine for fraudsters, as they use it to steal payment details and make purchases. Either the money is directly taken from the accounts or the points on shopping sites and apps are used to buy goods and services.

    While the pandemic has caused a surge in ATO attacks, it has also made it necessary for brands to be more vigilant to protect their consumers’ data. To bring trust and safety to the entire customer experience journey, brands must take charge and ensure consumer data protection.

    Fake customer care numbers: Fraudsters have hacked not only consumer data but also brand customer service numbers. With the growing demand for being online, brands have started putting their customer care numbers online. And the con artists have discovered yet another winning pot from which to profit.

    The number of cases where people have been duped by a fake customer care executive has increased. When a consumer searches for the number online, they find the customer care number available. But here is the catch.

    The fraudsters put fake customer care numbers under the name of a legitimate brand. And when consumers call on these numbers, they are often fooled into transferring money.

    Eventually, the fraudster gets the money, the consumer loses the money, and the brand name used to dupe them loses its reputation without their knowledge.

    Spam emails: The search engine is no longer necessary because fraudsters can now enter the inbox without raising suspicion. The fraudsters can use a brand’s email template, and logo to reach out to their consumers, just like a legitimate brand. In most cases, they lure users with things like an “extravagant offer” or an “urgent message” to take quick action.

    Usually, the user is either asked to share their personal information in exchange for the offer or asked to download an app or visit a website. When the user takes the action, the fraudsters get access to their information and can misuse it for their own gain.

    This is a wake up call

    As digital marketing is set to take new leaps, cyber risks are also looming in the digital era, which is going to impact both brands and their loyal consumers. And with the growing threats, the need for brands to incorporate a shield for their new digital world has become a necessity. Thus, the brands have to go beyond the traditional definition of brand safety. To uphold the brand’s reputation, the brands have to focus on a solution to protect not just their brand but also their consumers and stakeholders.

    The author of this article is mFilterIt director and co-founder Amit Relan.