ITV

Category: Brands

  • Onam to fuel growth of Kerala’s retail market

    Onam to fuel growth of Kerala’s retail market

    NEW DELHI: Onam celebrations in Kerala are about to begin and it is indeed a great time for brands and retailers to go big on promotional offers and campaigns. However, this year, the Covid2019 pandemic has brought the whole world to a standstill. The lockdown has impacted the brands, advertising and consumers spend alike. To talk about this and more, Indiantelevision.com organised The Comeback of Kerala: Onam returns virtual conclave.

    In the third session, panelists spoke on whether retail and local brands are ready to open and are consumers excited to spend. The panel was moderated by Star regional business EVP Ad Sales Dev Shenoy and the panel saw Seematti CEO Beena Kannan, Maitri Advertising Works (P) Ltd Raju Menon, MPlan Media CEO and founder Parag Masteh, Pittapillil agencies MD Peter Paul Pittapillil and Popular motors World Pvt Ltd CEO Sujith Chandran.

    Shenoy asked the panelists about the challenges and consumer behaviour change due to the pandemic. To which Kannan said, “The challenges faced by retail business today is that the mobility is still stuck even with Unlock 3.0. The market is slow and customers are not willing to spend. Although the government is managing the pandemic well there needs to more awareness so that the customers' sentiments are unleashed. There is a lot of fear amongst the customers currently. If one follows all the norms by the government then customers can also come to the store and buy their favourite outfit.”

    Kannan further added that due to the onset of festivities, they are expecting a 20-30 per cent growth.

    “There are limitations for everyone, for everything. People are facing issues adjusting to the current conditions due the the pandemic,” Menon responded.

    Consumers in Kerala spend significantly during Onam, especially on consumer durables. Talking about his outlook, Pittapillil said, “We used to get 35-40 per cent of retail during Onam season, but this year we are not expecting that kind of growth because of the current circumstances.  

    Chandran said, “Due to COVID2019, a lot of tweaking has happened. Print has come down in the last three to four months, TV has also seen a drastic drop. Digital has been extensively used by the auto industry. But on digital platforms, we have seen a lot of conversations. Around 25-30 per cent leads are coming through digital.”

    “In July, we have seen the auto industry come back to normal. Month-on-month, we have seen 20-30 per cent growth over the previous month and as of now, we have 18 per cent of retail value, the after-sale is almost 90 per cent. That’s the kind of traction we have been able to generate over the last few months. We are looking forward to Onam, during the festivity, as it gains momentum and traction,” he added.

    Chandran also highlighted that consumers are looking for personal transport rather than a shared vehicle. Two-wheeler vehicles have seen a great surge during the pandemic. There has been an inclination for used cars as well as new cars.

    To reach out to consumers, retailers are finding new ways. Kannan shared, “We are reaching out to them through TV or digital medium.”

    Retailers are also providing help to their consumers with virtual shopping and home deliveries too.

    Talking about whether advertisers should change their brand communications, Masteh said brands need to stick to their core values. “Many brands have realigned their communication to COVID2019 but brands need to stick to their core values. Lately, we are seeing healthcare brands who are using COVID2019 to sell their respective products.”

    Have advertisers come back? According to Masteh, e-commerce is booming and gaining traction, especially consumer electronics. There is good momentum for the apparel segment too.

    Whereas Menon says that real estate is showing movement. There is a higher level of demand for middle-level and lower-level flats.

    “B2B and B2C sectors have seen a surge, the aggregators model is doing extremely well. The entertainment space has garnered heavily during these times,” Chandran emphasised.

    The panelists concluded saying that they are expecting to bounce back in a span of four months and festivities will fuel the growth.

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  • Brands eager for Onam to help recover Kerala ad market

    Brands eager for Onam to help recover Kerala ad market

    NEW DELHI:  The first-ever virtual conclave by Indiantelevision.com, ‘The comeback of Kerala: Onam returns’, focused on the growth of the Kerala market post Covid2019. The first session 'The National Perspective – Are Brands & Consumers Ready' focussed upon how brands are looking at cashing in on the festive spirit of Onam.

    The session was moderated by TAM Media Research Pvt Ltd CEO LV Krishnan and the panelists were Wavemaker India VP Kishan Kumar Shyamalan, Zenith India COO Jai Lala, ITC Ltd head media and PR Jaikishin Chhaproo, Initiative India CEO Vaishali Verma and Godrej Consumer Products Ltd head of media Subha Sreenivasan.

    According to Chhaproo, “Things are not back to the normal level. With Onam coming up, we have not witnessed any spike in the sales. There are still challenges in logistics, demand in the market is still low and many are facing issues to have products in the market.”

    Sreenivasan said that things will pick up soon, but it’s not going to be an immediate curve. She adds, “We are not able to sense the bounce back really. Though, we have seen a recovery in the last two months across functions, it’s going to take some time to bounce back as the business has been impacted, it's going to take time to undo that part and as soon as that picks up, consumption will see a revival.”

    Verma shared that as sectors are opened up most of the advertisers are back including retail. The auto sector was completely shut down, but from July onwards there is a positive trend. However, the consumer sentiments have been low. 

    “We hope the next three months will contribute to a positive economy. In the offline market, there was a lot of pent up demand. From August onwards, planned purchase would continue to happen, however, ticket size or value might come down," she added.

    Shyamalan said that while there is a need to celebrate the fact that local retailers are back, it's not a great start to Onam. The large local retailers are not doing the level of business they usually do. National brands need to innovate and create sub-segments and media partners can help to sustain it better.

    Lala opined, “The need of the hour is to work together ever before; we need to get information at the ground level. The engagement has to be very deep; TV and newspapers have been impacted which need to get back to their pace."

    Experts believe that digital will see double-digit growth and hyper-local content will be bound to grow.

    Chhaproo said, “The sheer fact that original content was not available on television and disruption in availability of newspapers, everybody went to the digital medium. Hyper-local content and advertising will grow, there will be a significant surge in digital spends overall. We have also dabbled with local content partners in Kerala, which has helped us to connect better."

    Krishnan asked the panellists how the next quarter looks like.

    Verma said that with the announcement of IPL there is some bit of excitement. “There will be definitely a growth in this quarter over the last three months. As we exit 2020 December, our estimates see a deficit of 20 per cent over 2019. Even if the growth happens in the next three quarters, it is not going to compensate for the loss of the last three months. In a way, it’s a recession, but we hope there will be a revival in advertising. The coming months will define how the year would end up."

    Lala also affirmed that there will be a dent this year. “The next three months are very crucial; if things return to normal then there are chances of a normal 2021. Categories like retail and auto are dependent on the festive season and if that scales up then it will be positive for the economy and push forward for the next year.”

    He also pointed out, “If the brands are performing well in their respective market categories, then this is the right time to invest. But the problem is everybody does not have money to invest.”

    Kumar Shyamalan added, “The H2 impact will be far lesser, and the next three months will be extremely critical to see how many opportunities we have while working together.”

    Sreenivasan concluded, “As a brand, you need to think of a long-term rejuvenation to get out of the adversity that has stuck all of us collectively.”

  • ITC Savlon augments its Personal Wash portfolio

    ITC Savlon augments its Personal Wash portfolio

    New Delhi: With Unlock 2.0, the changes in consumer lifestyle and behavior is evident. Preferences have evolved with hygiene being pivotal to wellbeing. ITC Savlon extends its hygiene portfolio in personal wash with the introduction of Savlon Hexa Advanced Soap and Bodywash. Savlon Hexa hand sanitizer liquid for quick and persistent action was introduced in the first phase of the national lockdown to help consumers and frontline medical professionals alike.

    Savlon Hexa Advanced Soap and Bodywash with Hexa pro power are scientifically designed with experts to provide anti-viral and anti-bacterial protection.^* Savlon Hexa Advanced Bodywash crafted with Milk Proteins, challenges  the  category with an  offering of germ protection*, moisturization and soft skin.

    ITC Limited, chief executive, personal care products business Sameer Satpathy said, “The new normal has reconstructed everyday habits with hygiene taking precedence. Consumers are today more discerning about their choices in everyday life and are adopting stringent precautionary measures to ensure wellbeing. Savlon Hexa Advanced is an offering in the personal wash category, that combines a balance of germ protection* and skin cleansing & care.”

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  • White-Westinghouse forays into Indian market

    White-Westinghouse forays into Indian market

    NEW DELHI:  America’s largest consumer appliance brand White-Westinghouse announces its entry to the Indian market with the launch of its washing machines in India. Collaborating with the Indian manufacturing firm Superplastronics Pvt Ltd (SPPL) that is investing Rs 300 crore, the brand will launch its range of 7 kg, 8kg and 9kg, category, with price starting Rs 7499 on Amazon.in.

    The India brand licensee SPPL will further step up its operations with this launch as the firm is all geared up to set up a new manufacturing unit spreading over 300,000 square feet in Noida.

    Known for producing innovative appliances for over 100 years, White-Westinghouse is one of the most trusted brands globally and currently used under license by trademark owner Westinghouse Electric Corporation. The brand sells appliances in more than 45 countries world over and is a name to reckon with. White-Westinghouse enjoys exceptionally high equity for its well-engineered and reliable products.

    Timing its entry well; India’s appliance and consumer electronics (ACE) market is pegged to reach Rs 1.48 lakh crore ($ 21.18 billion) by 2025 according to IBEF’s ( India Brand Equity Foundation) recently released report: June 2020, https://www.ibef.org/industry/consumer-durables-presentation   
    White -Westinghouse is looking to tap the upsurge that has been caused in the country due to changing lifestyle and consumption habits. India’s white goods sector is under-penetrated and is on verge of a cyclical shift. Especially the rural market which is witnessing a reverse migration and therefore shift in the economy too. Analysts believe sales of consumer durables in small-towns and villages, as compared to urban markets, will see a larger potential in months to come.

    Elated about the brand’s entry to the Indian market as the country reels from COVID2019 pandemic and picks back up on its pent-up demand, SPPL senior vice-president Pallavi Singh adds, “These are unprecedented times, however, we are excited to bring a brand of global repute and equity to the Indian market. Positioned as a product for the masses, WWH aims at capturing over five per cent of the market share in the Washing machine category in just two years. We are hopeful about the Washing Machine segment and looking forward to adding an array of products to the brand.” 

    White Westinghouse entering the Indian market by launching its Washing Machines on Amazon.in on 6 August 2020.

    Amazon India category leader – large appliances Siddharth Bhagat says, “We are excited to partner with SPPL and launch America’s largest consumer appliance brand White-Westinghouse on Amazon.in. With this partnership, we continue to build a strong portfolio in the large appliances category providing customers with a vast selection, great value, fast & reliable delivery with easy exchange and installation. We are confident that quality appliances from White-Westinghouse will resonate well with customers on Amazon.in.”

  • upGrad partners with The Womb to transform learning landscape in India

    upGrad partners with The Womb to transform learning landscape in India

    MUMBAI: upGrad, India’s largest online higher education company in a most recent development, ropes ‘The Womb’ – a leading brand & creative agency/consultancy to chart out an impactful communication drive for the brand. The agency will be responsible for driving the brand communication strategy for upGrad, thereby propelling a long-term brand building by the power of creative and experimental storytelling.

    upGrad  CEO India Arjun Mohan said, “Given the COVID2019 sentiment, it is imperative for us to understand the evolving consumer preferences and derive actionable insights which in turn, will help us deliver appropriate results. We are excited to onboard 'The Womb' to spearhead our upcoming branding and communication drive. The agency, with its right balance of strategic and creative capabilities, will help us create a compelling business and brand proposition, thereby transforming the online learning landscape in India and overseas.”

    The Womb  founding Partner Kawal Shoor said, “From the era of doctors, engineers, and CAs, India’s come a long way, and is now firmly part of the global new age economy. The service sector is the fastest growing sector in the country.  New careers in the areas of technology, data and finance are now the way to grow faster in life. India’s traditional education system has struggled to keep pace with the needs of modern industry, and this is where new age education brands like upGrad have unique opportunities. As any young brand and business, getting it right early is crucial for transformative growth. And this is where we come in. There are no proven ways to communicate online education brands, and blank pages are what we like the most.”

    The Womb  founding partner Navin Talreja adds, “The team at upGrad believes in doing things that have never been done before. So it was a great culture fit with what we believe and the work we create. Having said that their faith and trust in us to award us the business without a pitch creates a huge sense of responsibility to ensure that the brand wins in the market. We are up for the challenge and excited. Look forward to this journey.” 

  • Qwikcilver launches ‘The Gifting Carnival’ for festive season

    Qwikcilver launches ‘The Gifting Carnival’ for festive season

    BENGALURU: Following participation from over 200 brands in 20 categories, Qwikcilver, a Pine Labs company, and a global leader in end-to-end gifting and stored value solutions today announced the launch of the second edition of ‘The Gifting Carnival’. Kickstarting in two phases, the first phase has already commenced from 1 August and will last till 8 August for Raksha Bandhan and the second phase will see Independence Day/week sales starting from 9th – 30th August.

    Pine Labs president – gift, prepaid and stored value Kumar Sudarsan said “Covid2019 pandemic this year has channelled a new socio-economic environment which in turn is accelerating the growth of digital gifting The gift card acts as a powerful tool for retailers with strong omni-channel presence to sustain their loyal customer base during these testing times. Besides, shift in consumer behaviour and increase in acceptance of digital gifting will add a new dimension to the festival season in the country this year when many are opting out of traveling yet want to make their loved ones feel special.”

    The Gifting Carnival showcases  the best of brands across categories for the consumers to gift to their siblings during Raksha Bandhan;  with a  unique platform to engage with consumers about their e-gift cards, and exclusive offers through their website, e-commerce stores, social media and  on www.woohoo.in/tgc-rakshabandhan.

    The Gifting Carnival has multiple phases, covering key festivals & gifting occasions with Raksha Bandhan, Dussehra & Diwali. For more details, please click here – www.qwikcilver.com/the-gifting-carnival

  • OkCupid rolls out new product feature Stacks

    OkCupid rolls out new product feature Stacks

    NEW DELHI: This week OkCupid is rolling out the biggest mobile app redesign globally in the brand’s history, including playful icons and a new matching system — “Stacks” —  that consolidates multiple discovery methods into one, making it even more fun to find the type of person you’re looking for.

    The new Stacks discovery experience shows you, people, in a focused, thoughtful way, and gives you choice and control over who you’re dating through a series of new categories:

    Recommended
    Question Pros
    Online
    Nearby
    New People (paid)
    Popular (paid)
    Match % (coming soon)
    We know that one of the hardest parts of dating is actually finding your person — so when we began reimagining what our platform could become, we kept that top of our mind. Now users can easily tap into each of the above categories to find someone based on who and what they’re looking for.

    Our Question Pros Stack is an industry first, recognizing higher-intent daters who, research shows, are

    more likely to want a meaningful relationship. Answering more questions is a sign of investment in the dating process and willingness to really get to know someone, which in turn signals that someone is ready to be in a meaningful relationship so we wanted to be sure to include a Stack category that celebrated these users. Our matching questions help us connect people with those they’re most compatible with, encourage people to really think about what’s important to them in dating and relationships, and localize and personalize the experience for our users around the world. And there’s been over 295 million responses to our matching questions this year (8+ billion responses since we launched).

    And Stacks really does work! Since we began testing Stacks, women on OkCupid started sending 2X as many likes as they were previously! And while women are more likely to use the Questions Pro Stack, the most popular Stacks are Online and Nearby.

    So whether you're looking to chat with someone who you have a high Match % with (which means we think you'll really like them), who’s Online Now or even Nearby, “Stacks” makes it easier and more fun.

    OkCupid CEO Ariel Charytan said: “We know that daters are looking for different things at different times, and we want to empower people on OkCupid to choose their own preferences as they match on what matters to them. Over the years, we’ve spoken to millions of daters and successful couples, and through these conversations we learned that people want control over their own path. When creating “Stacks” we aimed to put the power back into the hands of our daters. They’re in control, we just gave them the map to navigate their own dating and relationship journey.”

  • SVF Brands and ITC Nimyle collaborate to unveil the Nimyle Petathon campaign

    SVF Brands and ITC Nimyle collaborate to unveil the Nimyle Petathon campaign

    SVF Brands and ITC Nimyle have joined hands, yet again, for a new campaign launched today titled #NimylePetathon. This is an exclusive initiative to secure our beloved pets from any kind of germs by keeping the floors clean and safe for them.

    In these unprecedented times, these four-legged babies are also trapped inside the four walls of the house. To keep them as active as before throughout the day, Nimyle has announced their Petathon Campaign which is filled with fun and clean indoor activities for the pets. Since people are stepping out only for essentials, pets are not getting their time out with their owners. People are also often unknowingly carrying germs from the outside. The pets might eat items off the floor or lick filthy surfaces. ITC Nimyle has come up with the idea to set the seal on the needs of our pets with a 100% natural, herbal floor cleaner to keep them safe.

    To implement this idea, Nimyle in collaboration with SVF Brands has featured Priyanka Sarkar along with her two handsome babies – Hope & Shadow. She talks about the problems that she has faced during this lockdown being a pet parent and how ITC Nimyle being an herbal floor cleaner has made the floor completely safe for her pet to play indoor games and not worry about the disinfectant causing rashes and irritation for them. Pet hygiene is equally important and this initiate is designed to encourage safety precautions for our pets. With Nimyle Petathon, any pet parent can go online and search for #Petathon and download the fun games to be played on the floor. Everyone is invited to play these games and share pictures with their pets while tagging Nimyle in their posts. The genesis of this idea is from everyday observation about the struggles of our pets and hence, this brings a positive solution to the problem.

    Watch the campaign launch video here: bit.ly/NimylePetathon_PriyankaSarkar

    After a successful association with ITC Nimyle for the #FloorsAreFun campaign in the month of June with Tollywood’s top actress Srabanti, and her son, they have collaborated again for the Petathon initiative. Nimyle had previously teamed up with superstars Prosenjit Chatterjee, Ankush and TV and Radio personality Mir for the #FloorCleaningChampion campaign. Amid the essential protocols labelled to be followed, these initiatives tend to bring about a positive change. 

  • “We are focusing on ROI marketing spends”: EaseMyTrip’s Nishant Pitti

    “We are focusing on ROI marketing spends”: EaseMyTrip’s Nishant Pitti

    NEW DELHI: The travel industry had come to a standstill until domestic flights resumed. EaseMyTrip.com co-founder and CEO Nishant Pitti shares that the situation for the travel industry is slowly improving with a daily increase in the number of passengers for domestic travel. 

    “The fear of the virus is depleting, and people have started to accept the condition and travel ensuring precautions. We expect that a new normal shall emerge within this quarter itself and to remain constant till a cure for COVID2019 is developed, post which the whole sector will quickly grow to pre-COVID2019 level and further continue its growth from there,” he says.

    After the recent call by prime minister Narendra Modi for the 'Vocal for Local' campaign, the brand is aggressively promoting its localisation vision with the help of celebrities like Kangana Ranaut, Ajay Devgn, Emraan Hashmi and Gautam Gambhir. The 12-year-old Indian company has over 8.81 million customers and a strong B2B network of more than 52,752 registered travel agent partners and 10,477 corporate customers.

    Pitti says, “Many top celebrities, realising the need for VocalForLocal, came together and supported EaseMyTrip for being 100 per cent Indian which took the internet by a storm. With a huge reach through celebrities, the brand has been able to reach out to millions of people who will definitely consider supporting EaseMyTrip in all their future travel bookings.  This has further strengthened the trust of our customers on EaseMyTrip and given us an opportunity to attract new customers and retain them with our customer service and offerings.”

    While flights have resumed, customers are apprehensive about hotel stays. “The need of the hour for the whole industry is to understand the apprehensions of the customers and adopt processes that would calm their anxiety. Hoteliers should go the extra mile to ensure the health and safety of travellers at every touchpoint by adopting practices that would ensure maximum precaution from the spread of the virus. EaseMyTrip feels that there is a major role that OTAs will play in driving responsible and sustainable practices in the tourism industry,” he says.

    Pitti affirms that marketing plays a huge role in educating customers as well as staff members. He says, “Marketing mediums like digital, TV, newspaper, radio, etc., help in reaching out to the wider audience and alerting them with the required information to curb the spread of the virus. In addition to mass media, focussed marketing through audio-visuals for customers and staff can help in wider retention of information towards safe practices.”

    However, the brand has restructured its marketing plans for this year. Pitti says, “The travel market has reduced significantly, with only a percentage of bookings taking place. Our marketing spends have always been proportional to the revenues earned by the organisation and hence, we have restructured them with a greater focus on high ROI marketing spends.”

    Pitti feels until like last year, the festive season will not be the same for the tourism sector, though it will bring some positivity in the sector. “There will be an uptick in transactions, but this uptick would be very small in comparison to the splurge that was seen during the festivities of pre-COVID2019 times.”

    The brand has plans to come up with big campaigns once the travel sector is back in shape. The medium for the campaign shall be a mix of both digital and offline sources, with a focus on digital platforms.

  • Brands ride high on Raksha Bandhan ad campaigns

    Brands ride high on Raksha Bandhan ad campaigns

    NEW DELHI: Raksha Bandhan is a festival of love and bond between a brother and sister and is all about creating special moments. As businesses across verticals have started operations, brands are encashing the opportunity through campaigns over digital media. The foremost reason brands roll out campaigns during this time is to drive engagement with storytelling. In return, this helps the brand to have a long-term relationship with the customers.

    Every year, a number of campaigns are launched and this year, many brands are going a step ahead in creating something unique, which breaks the stereotypes and gives a powerful message to the mass audiences. Such campaigns not only resonate a better connection with the target audience but help them to connect at a deeper level.

    Mondelez India

    Mondelez India has come up with a campaign #CloserThisRakhi, TVC captures the playful relationship of a brother and sister wherein the sister is tying a rakhi to her brother while brooding over the fact that he has become everyone’s favourite sibling in the last three months of the lockdown by connecting with his extended family via video calls. Later when the sister asks him about his favourite sibling, instead of answering, he greets her with a piece of Cadbury Dairy Milk implying she is his favourite. It ends with them laughing and enjoying a box of Cadbury Celebrations showcasing a ‘Kuch Accha Ho Jaye, Kuch Meetha Ho Jaye’ moment of bringing people #CloserThisRakhi.

    Mondelez India director – marketing (chocolates) Anil Viswanathan said, “In spite of the challenging times, we will continue to inspire India to celebrate with their friends and family. With the focus on spreading happiness and banking on the proposition of ‘Kuch Achha Ho Jaaye, Kuch Meetha Ho Jaaye’, the new campaign #CloserThisRakhi aims to drive positivity and remind people to bond with their loved ones and cherish every sweet moment possible. The relationship between siblings is rather a special one and like every year, we aim to instil the same joyfulness this Raksha Bandhan and further strengthen the jovial connection between a brother and a sister.”

    Mankind Pharma

    Mankind Pharma launched a video campaign saluting the #RealHeroes. Through this campaign, the brand is saluting the selfless hard work done by the medical staff for the society. The video showcases a sister requesting the hospital staff to let her in so that she can tie a rakhi to her brother and when she wasn’t allowed. She wished the hospital staff a happy Raksha Bandhan and handed over the rakhi to pass it on to her brother. When her brother received it, he tied it on the wrist of the nurse who had been taking care of him at the hospital.

    Mankind Pharma CEO Rajeev Juneja said, “India now ranks third, in the daily increase in COVID2019 cases and this shows the rise in the responsibility of our medical staff, while we will be celebrating all festivities in the comfort of our home, the medical staff will be serving us and saving our lives. Through this campaign, we would like to thank these #RealHeroes and pray for their safety.”

    Tanishq

    Jewellery brand Tanishq has launched its latest Raksha Bandhan film which celebrates ‘sisters’; the ones who manage to be both, the most annoying as well as the most comforting presence in our lives and yet the ones who will always be there by our side through adversities and celebrations alike. The film beautifully pays a tribute to a special ‘sister’ who has been going out of her way especially in the wake of the current pandemic. The film is not only contextually relevant as it is high on emotions but is also true to the spirit of Raksha Bandhan.

    The film ends with a twist where one realises that the sister is also a nurse or a ‘sister’ as nurses are fondly called in India thus urging everyone to #CelebrateEverySister, including nurses, this Raksha Bandhan. The film is written & directed by Bhavesh S Kosambia and produced by Oneness Media.

    Usha

    Showing the love between siblings – the ’tere haathon ka banaa dal ka halwa’, the honest happy banter, and the doorbell that brings a thoughtful surprise in the form of a new Usha Food Processor that the sister needed. Tender moments that evoke love and longing for siblings lead up to a celebration of Raksha Bandhan over a video call, driving home the message that love means ensuring you keep your near and dear ones safe in their homes.

    Usha International president appliances Saurabh Baishakhia said, “Raksha Bandhan is all about the bond between siblings and we wanted them to celebrate that love, but in a responsible way in the times of Covid2019 – by staying safe at home. As for us, we are meeting them more than halfway by making all our products available online and ensuring safe delivery across channels so they don’t need to step out at all.”

    The Man Company

    Bollywood actor Ayushmann Khurrana and men’s grooming brand The Man Company have released a new digital film for Rakshabandhan that urges people to celebrate the tradition of tying a rakhi with a new perspective.

    The ad shows Ayushmann Khurrana tying a rakhi on his sister’s wrist as opposed to the norm of sister’s tying it on their brothers’ wrists. Sisters often protect their brothers from both physical and mental harm and are always a comforting presence when things seem to be going astray. With a subtle change, the Idea promotes the idea of gender equality.

    The Man Company founder and CEO Hitesh Dhingra said, “The #RakhiForSisters campaign is our attempt to acknowledge the protecting roles that doting sisters invariably play for their brothers. It is also our effort to convey that it is ok to relook at certain traditions and bring them in sync with the modern reality of gender equality.”

    Daawat Basmati Rice

    Daawat celebrates the unbreakable bond of siblings through the video, themed around ‘Khud ki raksha karke apno ki raksha karein’. This Raksha Bandhan, all the brothers would be eagerly looking forward to seeing their sisters who stay away and sisters would be even more anxious to tie rakhis. However, in the current situation, the true meaning of Raksha Bandhan is very different.

    The campaign showcases that both brother and sister celebrate the festival with social distancing as distance is the best protection one can provide to their siblings.