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Category: Brands

  • Poco unveils new identity with quirky ‘Made Of Mad’ films

    Poco unveils new identity with quirky ‘Made Of Mad’ films

    NEW DELHI: Leading online smartphone brand Poco India has come up with a new brand identity – ‘Made of Mad’, in a fun campaign created by DDB Mudra.

    The series of quirky films features the Poco’s new mascot conveying the brand story with unconventional and edgy visuals. The campaign attempted to go beyond just being a showcase of the superlative specs of the phone and highlights the brand ideology.

    At a time when the booming yet crowded smartphone category is witnessing sameness in advertising, specs, looks, and positioning, the campaign has tried to break through the clutter and appeal to the psyche of millennials and Gen Z. It has done that by using unconventional visuals and storytelling devices which could leave an impact in a world of high voltage celebrity endorsements.

    Poco India marketing head Raghav Chitra said, “‘Made of Mad’ is a creative rendition of what our fans and consumers can expect from a brand that imbibes a very unique, compelling philosophy behind its products. It is also a representation of our consumers who are driven by the spirit of mad: independent, ambitious, eccentric, and irreverent in their pursuit of perfection. Through this initiative, we want to build a belief system that enhances the overall Poco experience that our users find relevant.”

    According to DDB Mudra Group creative director Vishnu Srivastav, the effort was to differentiate Poco clearly in the minds of the youth. “Somewhere along the way, we heard from consumers that Poco must be mad to give such features at such a price. So, we wanted to celebrate this mad spirit in its way with work that’s both eccentric and entertaining,” he added.

    The #MadeForMad campaign is live on social media.

    Legend of Mad (main film) – https://youtu.be/VFX2l_SgtWM

    Mad is the light – https://youtu.be/YdMm26OPrn8

    When life gives you madness – https://youtu.be/GYuNJ6_9qQM

    Unboxing madness – https://youtu.be/VOeRRD7gRCE

    Madness is served – https://youtu.be/cGYu3BzMA9U

  • PhonePe goes all out for IPL 2021, inks 6 different sponsorships

    PhonePe goes all out for IPL 2021, inks 6 different sponsorships

    KOLKATA: In a bid to drive its reach and growth, digital payments platform PhonePe is betting big on the IPL by taking up six different sponsorships for this year’s edition. Besides being the official co-presenting partner for the television broadcast of IPL 2021 on Star Sports Network, PhonePe is also the associate sponsor for the digital broadcast of the league on Disney+ Hotstar. Additionally, the fintech start-up is also bankrolling four IPL franchises – Mumbai Indians, Chennai Super Kings, Royal Challengers Bangalore, and Delhi Capitals.

    This is the third year in a row that PhonePe is co-sponsoring IPL as the league continues to be the biggest sporting event in India, offering its advertising partners considerable national reach. This year, however, its IPL campaign will run equally aggressively across multiple platforms including TV, digital and social media platforms. 

    In the biggest-ever marketing push for the brand, its marketing interventions will run through the year with a focus on the upcoming IPL 2021. The crux of the marketing activities will largely be on expanding the user base from 280 million currently to 500 million by December 2022 and drive preference for PhonePe among millions of new-to-digital users.

    PhonePe founder & CEO Sameer Nigam said, “We are kicking off our most aggressive national marketing campaign ever, starting with IPL 2021 next month. We have invested even more heavily on IPL this year, taking up six different sponsorships. As the category leader, it is our vision as well as our ambition to bring digital payments to every Indian household. Our aggressive marketing efforts are in line with this strategic priority.”

  • IPL 2021: BKT Tires to sponsor 7 teams as official tire partner

    IPL 2021: BKT Tires to sponsor 7 teams as official tire partner

    MUMBAI: Balkrishna Industries has entered into sponsorship agreements with seven teams in the upcoming season of the Indian Premier League. BKT Tires will be the official tire partner for Mumbai Indians, Chennai Super Kings, Delhi Capitals, Royal Challengers Bangalore, Kolkata Knight Riders, Punjab Kings and Rajasthan Royals in the league. The season marks BKT’s first collaboration with Royal Challengers Bangalore, and the second consecutive partnership with the remaining six teams, following IPL 2020.

    Balkrishna Industries joint managing director Rajiv Poddar said, “We are elated to be a part of this huge cricketing event that is known to bind our entire nation, for yet another season, after key-collaborations with the biggest global leagues. As the premier league returns this year to India, we are sure that this will be a time of growing greatly together, as we all unite to celebrate one of the most popular sporting events of our times.”

    Indian multinational group Balkrishna Industries Ltd (BKT Tires) is a global player in the off-highway tire market. However, the tie-up with IPL is not its first partnership with sports leagues. The company has been a known supporter and follower of sporting events all over the world, courtesy its associations with a variety of games, be it cricket, football, or kabaddi. 

    It has been the official and exclusive tire manufacturer for American motor show Monster Jam since 2014 and has also been the title sponsor of several European football competitions.

    In India, the tire brand had a partnership with eight out of twelve teams of the Pro Kabaddi League in the 2019 season. IMG Reliance is the exclusive sports consulting agency for BKT in India.

  • Garnier goes green: Will ditch virgin plastic, lower carbon emissions

    Garnier goes green: Will ditch virgin plastic, lower carbon emissions

    MUMBAI: The Covid2019 pandemic seems to have accelerated the agenda for a greener and cleaner Earth. Sustainable living and environment-friendly actions are top of the agenda for consumers across the globe in 2021. An international survey commissioned by global beauty brand Garnier found that 81 per cent of global consumers want to be more sustainable in 2021, and 44 per cent respondents expect brands to facilitate this, thus proving the importance of green beauty offerings.

    With these findings in mind, Garnier has launched its #GreenerWithGarnier initiative which aims to stop using virgin plastic for all packaging by 2025. The company plans to use either reusable, recyclable or compostable materials in all packaging under its sustainability programme, thereby cutting down on 37,000 tonnes of plastic productions every year. Moreover, it has already reduced its CO2 emissions at its factories and manufacturing sites by 72 per cent, it said.

    The cosmetic brand further aims to achieve  an improved environmental profile for all its new products, transforming all its industrial sites into 100 per cent carbon neutral locations by adopting renewable energy.

    Calling 2020 ‘the wakeup call to protect our planet’ Garnier global brand president Adrien Koskas pledged in a statement to lessen the company’s impact on the planet and innovate for a sustainable future. “It will take time, but Green Beauty will transform Garnier, and we hope the beauty industry as a whole," he added. Moreover, from 2022, all plant-based and renewable ingredients used by the company for its products will be sustainably sourced, it noted.

    The cosmetics company hopes to usher a huge shift in the way that the beauty industry operates with the launch of the Garnier Green Beauty campaign. A complete end-to-end approach to sustainability, the campaign aims to transform every stage of Garnier’s value chain, thereby reducing its environmental impact in the following ways: greener and cleaner formulas, more recycled and recyclable packaging, more renewable energies; also more actions to fight plastic pollution, by having more empowered communities worldwide as part of its solidarity sourcing programme.

    Garnier India general manager Zeenia Bastani said that under the initiative, the company is also working with its suppliers and marginalised community. It has partnered with Plastics For Change to help with the social impact of plastic pollution. "Through this association, Garnier will support the holistic development of waste picker communities in India," it said. Plastics for Change supports education for children, healthcare, nutrition, financial literacy and empowerment of girls and women. By 2025, Garnier will empower 800 communities worldwide as part of its solidarity sourcing programme, she added.

    As Garnier India’s brand ambassador, Bollywood actor John Abraham also endorsed his commitment towards the cosmetic brand’s green initiatives. 

    “With the continuous depletion of our environmental resources over the years, we firmly believe that individual contributions leading to a larger united front will help achieve the set goals,” said Abraham. “Through the Garnier Green Beauty initiative, we are offering an opportunity to all young ambitious Indians to come forward and join us in making small changes in your life today, contributing to a sustainable tomorrow and a greener future.”

    The Green Beauty initiative also presents an annual global Sustainability Progress Report, offering complete transparency on Garnier’s commitments. The report can be tracked publicly via the Garnier website and states where Garnier stands today, mapping out the process of how the brand will reach its ambitious 2025 targets.

  • Organic brand Juicy Chemistry raises $6.3 million in funding round

    Organic brand Juicy Chemistry raises $6.3 million in funding round

    NEW DELHI: Organic brand Juicy Chemistry has raised $6.3 million in a Series A funding round led by Belgium based investment firm Verlinvest. This marks the largest Series A raise in the d2c beauty and personal care space. Veda Corporate Advisors was the exclusive financial advisor for the transaction.

    Starting from a 10×10 make-shift kitchen, with five thousand rupees and a dream to change how the beauty and cosmetics industry was perceived in India, Juicy Chemistry was founded in 2014 by husband-wife duo Megha and Pritesh Asher. The brand offers a complete range of certified organic products across face, body and hair care, formulated with quality organic ingredients sourced from around the world.

    “It is an incredibly exciting time for us. The investment will enable Juicy Chemistry to further strengthen its position as a leader in the clean and organic beauty segment,” shared Juicy Chemistry co-Founder & CEO Pritesh Asher. “We are keen to leverage this capital for the rapid expansion of Juicy Chemistry’s thriving e-commerce platform and omnichannel distribution capabilities, to reach new and existing geographies, to hire talent, for brand building and to cater to the increasing demand for products both domestically and in the international market.”

    Boot-strapped until 2019, the firm raised an angel round from investor Amit Nanavati, who believed in the brand and its unique product offering. This gave the much-needed resource to scale operations and dream bigger. The Coimbatore-based homegrown brand has seen a 300 per cent jump in revenues for this fiscal year with a growing customer base, who are torch bearers for the brand with high repeat cohorts.

    “Our colleagues at Juicy Chemistry have been the pillar of strength, and their sheer commitment and dedication to the brand has made this possible. It’s a privileged position for us to be in, as this new round of funding from the strongest purpose-led, consumer focused investor will tremendously accelerate our expansion plans and help us penetrate the market deeper and reach more consumers to spread the message of Organic beauty care. We look forward to building the brand full steam ahead, keeping the core ethos and values unaltered as we scale the business over the next phase,” said Juicy Chemistry co-Founder & COO Megha Asher.

    “We are excited to start our journey with Juicy Chemistry, which forms part of our global effort in backing unique digital-first beauty brands for the long term. Verlinvest looks for authentic and passionate entrepreneurs who are creating a consumer revolution using their product and brand stories and we saw like-mindedness with the way Pritesh and Megha are building their business,” remarked Verlinvest Executive Director Arjun Anand.

    “India is on track to become one of the largest beauty markets in the world. An increasingly conscious customer is shaping the trend towards clean beauty,” added Verlinvest Investment Professional Manvitha Janagam. “Megha and Pritesh, with their deep knowledge of organic beauty, have been able to craft the perfect beauty brand that strongly resonates with this conscious consumer. By emphasising on sourcing unique organic ingredients from across the world and manufacturing at highest ECOCERT standards, they are creating nothing short of a revolution in the organic beauty segment in India. I started my journey with Juicy Chemistry as a consumer a year ago and now I am absolutely thrilled to be a part of their future growth as an investor.”

  • Tata CLiQ Luxury & American Express tie up to dominate luxury market

    Tata CLiQ Luxury & American Express tie up to dominate luxury market

    MUMBAI: Tata CLiQ Luxury and American Express have inked an exclusive partnership aimed at premium and aspiring clientele of luxury experiences. This first of its kind strategic partnership between a global payments company and Tata CLiQ will capitalise on the demand for trusted and secure shopping experiences, especially with contactless shopping gaining prevalence and preference over the past year.

    Throughout the year, both brands will introduce initiatives to encourage luxury consumption across India, including access through the pan India distribution reach of Tata CLiQ Luxury. The partnership will offer unique experiences and thoughtfully curated services for American Express’ premium customers which include bespoke shopping experiences, access to stylish events, thought leadership gatherings, white glove delivery services, a dedicated concierge desk and unique privileges and including membership of Tata CLiQ Luxury’s exclusive by-invite-only privilege program – the Select Club.

    Special offers will be introduced to increase trials, services to promote online adoption of high-ticket purchases and conversations with taste makers around luxury trends. Additionally, centurion and platinum card holders will receive access to shopping on Tata CLiQ Luxury in a manner second to none. For example, the company said, Tata CLiQ Luxury will create a behind the scenes access to a special American Express desk for preferred / privileged customers.

    Tata CLiQ CEO Vikas Purohit said, “At Tata CLiQ Luxury, we are committed to nurture and foster the luxury market in India. It gives us immense pride to partner with American Express in bringing the best to Indian consumers. We aim to provide luxury consumers with benchmark (contactless) luxury experiences irrespective of where they reside. Our overall purpose is to make luxury accessible in hassle free manner and enable the luxury ecosystem in India take the leap.”

    American Express Banking Corp India, SVP & CEO Manoj Adlakha said, “Various industry reports peg India’s luxury market at $50 billion in 2020 and growing at 15 per cent plus annually. As a brand catering to premium lifestyle expectations, we are continually innovating and investing in capabilities and partnerships to enhance our card members’ experience. We are focused on delivering exclusive access and experiences to our card members, and this partnership with Tata CLiQ Luxury will further strengthen our suite of offerings. Providing a seamless omni-channel experience is critical for brands to build engagement and loyalty as customers increasingly crave experiences which foster connections and digital solutions that make their personal and professional lives easier.”

    Traditionally, demand for luxury retail has been in the main metros. With this partnership, both Tata CliQ Luxury and American Express will work together to enable luxury households across the far reaches of the country to enjoy iconic global and Indian luxury brands and labels.

  • Possible signs Sania Mirza as brand ambassador

    Possible signs Sania Mirza as brand ambassador

    NEW DELHI: Possible has roped in Indian tennis star Sania Mirza as brand ambassador to unveil its signature breakfast and snack box collection. Mirza will be seen promoting the brand's newly launched 'breakfast kit' and 'snacks kit'.

    Possible co-founder and chief operating officer Megha More said, “We are thrilled to launch the signature collection on Possible. This partnership is a conscious step towards our mission to help individuals live a disease-free life using food as medicine. We are extremely excited to have Sania Mirza come on board to launch the healthy snack kit collection and be a part of the Possible family. We are excited about the launch, and we have already received a great response on the product.”

    Mirza said, “As an athlete eating healthy is very important to me. But like everyone else, the taste and versatility of any snack are equally important for me too. That is why I have associated with Possible. We have created two signature collections for snacks and breakfast. I am sure you will love them as much as I love them.”

  • BL Agro signs Shilpa Shetty as brand ambassador for Nourish

    BL Agro signs Shilpa Shetty as brand ambassador for Nourish

    NEW DELHI: Edible oils and food products company BL Agro has roped in Shilpa Shetty as the face of its brand Nourish for its extensive range of flours, pulses and dry fruits.

    The company said that Shetty personifies fitness, health, and gels well with the brand Nourish, which also promotes nutrition and good health and aims to endorse the idea of eating good and staying healthy.

    Shetty will be seen in all the communication promoting Nourish’s range of flours, pulses and dry fruits.

    BL Agro Industries chairman & MD Ghanshyam Khandelwal said, “The company has now begun the journey to expand the markets and take Nourish to newer regions across the country. Hence, to promote such a nutritious and healthy food brand, we have been scouting for a personality who can represent the brand attributes in the most effective manner. And who better choice, than Shilpa Shetty.”

    “For a brand that comes with the promise of ‘Nutrition ka Vada’, the ambassador had to be of similar stature," said BL Agro executive director Industries Ashish Khandelwal.

    Nourish’s advertising agency Leads Brand Connect director Richa Khandelwal said, “The brand positioning targeted by ‘Nourish’ has many characteristics common with Shilpa. While Shilpa is seen as an ambitious and determined personality, Nourish is determined to provide nutrition to the fast moving Nation. Similarly, Shilpa is a fitness Icon and is among the top health and fitness influencers in India, while Nourish is also a brand with the promise of nutrition, health and fitness."

  • Bata ropes in Kartik Aaryan as brand ambassador

    Bata ropes in Kartik Aaryan as brand ambassador

    NEW DELHI: Bollywood heartthrob Kartik Aaryan is not only making waves at the box-office, but with brands too. After being signed on by PepsiCo’s Doritos chips, footwear brand Bata India has named the actor as the company’s new brand ambassador.

    Carrying forward Bata’s fashion-forward narrative, Aaryan will be seen promoting popular brands under the Bata umbrella. The association will begin with the launch of a new campaign by Bata. The actor will be seen in a series of advertisements across television, digital and other mediums.

    Bata India VP – marketing Anand Narang said, “We are happy to have Kartik Aaryan on board as our new ambassador. At Bata, we have been transforming the brand by making our stores more inviting and changing our portfolio to have more casuals, sneaker and fashion styles to attract more millennials. Kartik with his positive energy and easy-going approach relates very well with the youth today. Our association with Kartik will help in further strengthening our connection with the youth and bringing to fore our younger brands like Bata Red Label, North Star, Power and Hush Puppies.”

    “I am delighted to be associated with an iconic brand like Bata. As a child I remember Bata being the ultimate choice for footwear for everyone and the brand still has the same impact. It has always remained trendy and relevant to its time. I am impressed with the way Bata has revamped its image to emerge as a youth-centric, fashion-forward brand. I am excited to collaborate with Bata and create something special together,” Aaryan said.