ITV

Category: Brands

  • Little Black Book audience is very high intent, says founder & CEO Suchita Salwan

    Little Black Book audience is very high intent, says founder & CEO Suchita Salwan

    MUMBAI: Connecting more than 4 million users to about a hundred thousand brands across 10 cities in the country, Delhi-based discovery and recommendation platform Little Black Book (LBB) is leading a diverse route in the evolving world of content-led commerce. Probably the first home-grown brand helping the audience in exclusively discovering and recommending places and experiences around them, LBB today is an extremely popular reference in the vocabulary of Indian millennials.

    LBB founder and CEO Suchita Salwan told Indiantelevision.com that the concept of LBB has grown from a mere discovery and referral platform to a marketing support for SMEs and even larger brands. The platform is not only helping small and medium businesses get popular and increase footfall but is also creating enriching and interesting marketing campaigns for brands like Cadbury’s, W, and Fabindia.

    “We have grown tremendously and have secured more than $7 million worth of investments. But the mission of LBB is still the same, as it was when we started it in 2015. The core of LBB has always been about how to discover, what to discover, and for whom to discover. We have based our business on consumer insights, market dynamics, and as well as changing technologies,” she noted.

    The platform, which also is available as an app, at first glance might look like any other content platform online with well-written posts on eateries, tourist spots, experiences, and products aided with well-captured pictures and sharing options, but has a very different model of functioning.

    Salwan shared, “The content that you see on LBB is community-generated and not created in-house as other traditional content platforms host. That is our key differentiator. Secondly, we are not an entertainment platform like them, but an infotainment channel.”

    She added, “The audience that comes to LBB has very high intent. They land on our platform only when they are seeking authentic experiences or places, which they can put their money and time on. For example, someone watching how south Delhi girls talk is there for entertainment and not looking for some brand they might have plugged in.”

    This whole model helps the businesses and brands in getting authentic attention that eventually leads to increased recognition, popularity, and footfall in their physical stores or online channels.

    Salwan said, “We have two business models. The commerce side of it is very young and recent. For the past 3-4 years, we have been actively working with brands, of every size, and helping them get more eyeballs, and launch new products in a more targeted fashion. Our promise to a brand is better revenue and recognition. We work on multiple sides of the campaign to achieve this. We provide full-stack solutions to Indian brands that want to target the young Indian millennial audience.”

    The online platform is quite popular among the masses and has over 1 million app downloads and an average app rating of 4.6 on the Google Play Store, as shared by Salwan. Similarly, most of the brands now recognise LBB and are willing to spend some money on marketing through LBB.

    Speaking about how LBB markets itself into the B2B space, Salwan shared that the platform has been lucky in terms of recall. “We have recently grown our sales team and it is quite young. Fortunately, for us, a lot of brand managers are already LBB users and have our app on their phone. They know what our brand is about.”

    She continued further, “A large part of our marketing has been really organic. The referral rate on LBB is very high; people telling their friends to download the app as it is very useful. Other than that, SEO is huge for us. We spend a lot on optimisation on Google. Facebook and Instagram are the other recent channels that we use to get consumers on our platforms.”

  • Magicbricks signs Ayushmann Khurrana & Kriti Sanon as brand ambassadors

    Magicbricks signs Ayushmann Khurrana & Kriti Sanon as brand ambassadors

    MUMBAI: Magicbricks, India’s No.1 property site, today announced that it has signed up Bollywood actors Ayushmann Khurrana and Kriti Sanon as its brand ambassadors. The two popular actors will feature in various Magicbricks' campaigns in the future.

    At a time when the brand is delivering strong revenue growth and leading the category, the on-boarding of these two popular Bollywood actors points to a stepping up of marketing investments as the brand chases aggressive traffic and market share.

    Commenting on the occasion, Magicbricks marketing head Prasun Kumar said, “Being the category leader, Magicbricks has always been at the forefront of capturing consumers’ imagination driven by deep insights. With our scale and size we have now decided to associate ourselves with two leading actors to drive bigger consideration and preference for the brand. Both Ayushmann and Kriti have a huge fan following and that is going to help the brand penetrate newer segments. I welcome Khurrana and Sanon to the Magicbricks family and hope for a long and fruitful association.”

  • Flying Machine launches F-Lite collection in collaboration with BBoying champ Arif Chaudhary

    Flying Machine launches F-Lite collection in collaboration with BBoying champ Arif Chaudhary

    MUMBAI: Tonic Worldwide, an independent digital agency, has launched a campaign to introduce F-Lite, the latest collection from the popular denim wear brand Flying Machine, in collaboration with the reigning Indian BBoying champ, Arif Chaudhary.

    In this campaign, Arif is sporting the new F-Lite range, which gives denim a whole new perspective thanks to its super stretchable, flexible and extra light qualities. This latest collection from Flying Machine will resonate with today's youth, who are looking for clothing that scores high on style as well as comfort. The BBoying moves by Arif also help display the functionality of the new F-Lite collection.

    As part of this campaign, various digital media platforms have been employed to reach a wide audience. The campaign has also been witnessing high engagement on Tik-Tok.

    Tonic Worldwide managing partner Suraj Nambiar says, “We are extremely enthusiastic about the launch of the new F-Lite collection. Flying Machine has always led the way with launch of innovative products for the youth who follow their passion and in turn inspire others. The aim is to strengthen the brand proposition with the millennials and convert them into brand loyalists and this time Arif plays a key role for the same.”

    “Flying Machine lives and breathes youth culture. Their latest F-Lite collection is engineered to give its wearers a degree of flexibility and lightness that's been hitherto unknown in the denim world. The Indian youth is smart. They won't just believe if the brand just says its light and flexible. So, we decided to put the denim through its paces with Arif Chaudhary – India's biggest BBoy artist. ‘Hey, if it's good enough for BBoying, it's good enough for anything!’” says Tonic Worldwide managing partner & creative head Shourya Ray Chaudhuri.

  • Weddingz.in witnesses 480% revenue growth 12 months post OYO acquisition

    Weddingz.in witnesses 480% revenue growth 12 months post OYO acquisition

    MUMBAI: One of India’s largest wedding companies, Weddingz.in, recently announced its rapid expansion and growth in India. A year after its acquisition by OYO Hotels & Homes, Weddingz.in has witnessed 480 per cent growth in revenue.

    Backed by OYO’s operational capabilities, a unique offering of providing hassle-free wedding experience and 1500+ talented employees, Weddingz.in has become a household name for a great wedding experience. Weddingz.in has witnessed 636 per cent growth in bookings since August 2018 and enjoys high customer delight.

    Commenting on the growth, Weddingz.in CEO Sandeep Lodha said, “Weddingz.in was founded with the mission of adding value to the wedding planning experience of people and making it entirely hassle-free on a single platform. Weddingz.in a unique offering that guarantees a great event with thorough pre and event day checks, offers a one-stop-shop for all wedding services and ensures 100 per cent transparency with everything documented. In a span of 12 months, we have scaled great heights and expanded our presence witnessing 480 per cent growth in revenue. Since joining forces with OYO, we have witnessed dramatic growth in supply, which is one of our key drivers to growth. Today, our full inventory venues are managing over 3500 beautiful events, end to end, per month. We plan to tap the enormous opportunity the wedding industry offers and expand in India while being committed to our mission of simplifying wedding planning for Indians and adding value to our venues and partners.”

    Weddingz.in currently has 750+ venues present in 30+ cities which are completely managed by Weddingz.in. These venues offer the customer the ‘guarantee’ of a great event without any hassles or last-minute chaos. Weddingz also offers customers a one-stop solution for all their needs as post venue booking, they can book decor, photographers, makeup artists and more guided by a dedicated wedding planner, all at guaranteed best prices. Weddingz.in also has the largest reach and the highest engagement rates on social media in the wedding space globally on Instagram with 1.4 million+ followers.

  • Fevicol to spend Rs 20 crore on first leg of 60th anniversary campaign

    Fevicol to spend Rs 20 crore on first leg of 60th anniversary campaign

    MUMBAI: Marking its 60th anniversary in the Indian industry, adhesive brand Fevicol, from the house of Pidilite, is going to launch a new mega campaign capturing its bonding qualities. The 90-second-long campaign is not only going to be the longest by Fevicol ever, but will probably be the first campaign to run as a separate content on OTT platforms like Hotstar, SonyLIV, ZEE5, etc.

    The campaign was launched by Pidilite Industries Ltd MD Bharat Puri and Ogilvy chief creative officer worldwide and executive chairman India Piyush Pandey in Mumbai on Monday.

    Speaking about the long duration of the campaign in the world of 10-second long narratives, Puri said that if one has a story to tell, the writing is good and narrative is appealing, people will surely watch the whole ad. He insisted that to give the completion of 60 years of an iconic brand like Fevicol a greater impact, it was necessary to create a film and not just an ad film. And that is also why it is being hosted as a separate film on OTT platforms.

    The TVC tells the story of a two-seater sofa, covering its 60-year-long journey across households, generations, and families in Fevicol’s signature humorous and human fashion set against a peppy background score in Bihari dialect, written by Prasoon Pandey. The ad has simultaneously been created in six languages including Hindi, Bengali, Marathi, Tamil, and Telugu.

    Speaking about the storyboard of the ad, Piyush Pandey revealed that Fevicol has always had an integral approach to make its ads look inherently Indian. “I have been working with this brand for more than four decades and we have never subtitled the ads even for international festivals like Cannes. There are a few things that are cultural yet universal and Fevicol ads have been using that narrative in its ads since ever.”

    Puri added that Fevicol’s vocabulary has always been the one that brings out a sweet smile on the viewer’s face with its humorous approach and has never relied on laugh-out-loud intakes. He shared that the new TVC is built on the same core principles of keeping its Indianness and subtle humour alive.

    In its first leg, Fevicol has kept a budget of Rs 20 crore for the campaign which will go live on TV and digital platforms supported by radio and cinema.

    Pidilite Industries Ltd CEO Fevicol division Nitin Chaudhary told Indiantelevision.com that the ad will go live on genres on TV including news and movies with a major focus on GECs. Given the constraint of running a 90-second ad on TV, it might not be placed during sports events like one-day matches.

    He also shared that apart from TVC, several activities and campaigns have been planned for stakeholders in the B2B domain, while for consumers the TVC is the only marketing output.

    Puri, during the press conference, mentioned that they had also created a small prank campaign for the employees of Fevicol and Pidilite by duping into believing that the iconic elephants of the brand will be retiring on the 60th anniversary.

  • POPxo expands its fashion line by launching T-shirt collection

    POPxo expands its fashion line by launching T-shirt collection

    MUMBAI: POPxo, India's largest community for women, decodes millennial fashion by unveiling a new collection of cool T-shirts. This new millennial approved fashion line promises to take care of your glam as well as the ‘Gram. The designs are inspired by content that goes viral on POPxo channels. Operating on a ‘fast-fashion’ model with frequent drops and successful sell-throughs, the new launch further evidences the fact that the content-commerce model is working very well for the company.

    Offering thirty-four designs in high quality fabric and flattering fits, the launch comprises three collections. The millennial collection is perfect for women who seek versatility in their everyday fashion choices and are keen to give voice to their thoughts with on-point slogans. The Bollywood-inspired edit boasts of pyaar, dosti and magic in the form of trendy tees with popular Bollywood dialogues doing the talking for you and the uber cute PowerPuff Girls collection with the tiny superheroes offer a splash of nostalgia and a dash of superpower.

    Priyanka Gill, Founder & CEO, Luxeva Ltd says, “We are excited to launch our collection of T-shirts. They are perfect for the cool millennial woman who owns her goals – at POPxo we help her achieve them. Our mission is to create and sell content led products that our audience wants and loves – we are already getting a fantastic feedback on the designs.”

    Starting at INR 649, all the designs are available at POPxo SHOP in sizes S to XL in four fits such as the oh-so-breezy boxy fit, the season fave cropped style, the like-a-hug boyfriend fit and the fail-safe regular fit. The variety of fits has been designed keeping in mind that no two sizes or body types are the same.

    Happy Shopping at https://www.popxo.com/shop/clothing/t-shirts

  • Celio is apparel partner of soon to be released movie ‘Saaho’

    Celio is apparel partner of soon to be released movie ‘Saaho’

    Celio, the French menswear brand has been chosen to be the apparel partner for the movie ‘Saaho’ scheduled to release on 30th August 2019. Saaho is an Indian action thriller film written and directed by Sujeeth, and produced by UV Creations and T-Series.

    So for all the movie buffs out there, stand a chance to meet Saaho’s lead actor Prabhas by purchasing Celio at any of the brand stores or official retail partners. Details of the contest will be disclosed at the store. Celio will select four lucky winners for an exclusive meet and greet with their favorite superstar.

    So what are you waiting for?! Rush to a Celio store near you to choose from the trendy Autumn Winter 2019 collection and stand a chance to meet superstar Prabhas.

  • ASCI decisions binding on non-members too: Delhi district court

    ASCI decisions binding on non-members too: Delhi district court

    MUMBAI: On the back of the Consumer Protection Act passed in parliament recently comes a District Magistrate Court’s order that ASCI decisions are applicable to members as well as non-members. Until now a large number of advertisers avoided becoming members of ASCI under the mistaken notion that they would then not have to abide by ASCI decisions.

    In a landmark judgement by the Delhi district court (Tis Hazari), for a ruling, in the case of PRIMORDIAL SYSTEMS P. LTD. V. THE ADVERTISING STANDARDS COUNCIL OF INDIA, the court has given a verdict in the favour of advertising self-regulatory body, ASCI.

    The complainant advertiser (Primordial Systems), argued that being a non-member of ASCI, the self-regulation code laid down by ASCI is not applicable to them and ASCI has no jurisdiction over the advertiser. The court affirmed that ASCI, has the power to, after following due process, provide recommendations to the advertiser to modify or remove the advertisement containing claims that are considered as misleading by the ASCI’s independent Consumer Complaints Council (CCC).

    The court clearly stated that though the complainant is not a member of ASCI but is indulging in activity, viz of advertising, for which ASCI has made a self-regulation code and for breach of that, ASCI entertains complaints. Thus, if ASCI makes a recommendation and in pursuance thereto the advertising agency or the television channel refuse to air the advertisement of the complainant, they would be entitled to do so. No merit is thus found in the argument of the counsel of complainant being a non-member of ASCI and ASCI thus having no jurisdiction over the complainant.

    The court further reiterated that ASCI has been constituted as a self-regulatory body for the purpose of advertisements and the code drafted and changed from time to time by ASCI has been given a statutory flavour. It is already held by the Supreme Court of India that ASCI looks into specific complaints regarding violation of programme code hence prima facie it cannot be said that entertainment of a complaint is without due process.

    In such view of the matter court settled that ASCI has the power to regulate the advertisements as per guidelines laid down.                                                                                                                   

    ASCI chairman D Shivakumar said, “It is a very significant judgement passed by Delhi court as it clarifies that all advertisers come under the purview of ASCI’s guidelines. It also sends a clear message to the entire industry that investing in honest advertising is effective as dishonest advertising is not going to work. Clearly, for the consumers it is a big win as all the industry members whether they are part of ASCI or not, can no longer deceive them with misleading advertising.”

  • H&M TO LAUNCH ON MYNTRA THIS AUGUST !

    H&M TO LAUNCH ON MYNTRA THIS AUGUST !

    H&M, Hennes & Mauritz AB (H&M), the international retailer known for fashion and quality at the best price in a sustainable way, drums up to its launch debut on Myntra on 20th August 2019 at 8 pm.

    The coming together of one of the largest global fashion retailer and India’s largest e-commerce platform is a much awaited launch for fashion lovers across the country. With the H&M launch on Myntra, the brand strengthens its omnichannel strategy by being available in 42 physical stores, hm.com and Myntra.

    Millions of online shoppers across the country will have access to all H&M products on Myntra, the retailer has revealed its first ever campaign  featuring young faces from the world of films : Harshvardhan Kapoor, Aditi Rao Hydari, Diana Penty, Amyra Dastur and Aditya Seal give the audience a glimpse of the fashion looks  that will be available on the H&M store on Myntra. Customers will get a chance to win exciting vouchers through pre-launch engagement activities such as decoding celebrity styles and explore the exclusive H&M catalogue on Myntra 3 days before the launch. They can wishlist their favourite products to get ready for the big launch on 20 August, 8 PM.

    H&M’s online store on Myntra will offer over 15,000 styles of fashion items for ladies, men’s, teens and children. Special fashion collections such as Ariana Grande, Thank u next, merch drop, Richard Allan X H&M & Studio AW’19 will be part of the product assortment available to customers on Myntra.

    “We see huge potential in India and look forward to making our brand available to new customer’s across the country. Myntra will be an excellent complement to H&M’s existing physical and digital stores in India,” says Janne Einola, Country Manager, H&M India 

    Amar Nagaram, Head, Myntra Jabong, said, “Our association with H&M will allow millions of shoppers across the country, access to the latest trends from one of the finest global fashion brands. As the country’s leading destination for international fashion brands, we are focused on delivering the best of fashion from across the world, to the doorsteps of our discerning customers.”

  • Emami ropes in Superstar Katrina Kaif as the new face

    Emami ropes in Superstar Katrina Kaif as the new face

    Emami 7 Oils in One Non Sticky Hair Oil, one of the fastest growing brands in the buoyant light hair oils category, has roped in Superstar Katrina Kaif as its new brand ambassador. With her wide appeal across demographics and ages, Katrina Kaif’s inclusion as an endorser is set to blend perfectly with the ethos of the brand, aptly representing a modern woman who performs every role seamlessly and is an all-rounder just like Emami 7 Oils in One. Emami’s hair care portfolio contribution to turnover is around 30%.

    Developed in collaboration with International hair expert Tony Pearce & Indian hair expert/specialists, Emami 7 Oils in One from the house of Emami Ltd, offers an expert solution for repairing hair damage and making it 20 times stronger from inside & all day set from outside. It gives superior nourishment while keeping the hair light at the same time. This oil is a unique blend of 7 natural oils – Almond, Jojoba, Argan, Olive, Walnut, Amla and Coconut.

    The overall hair care portfolio size of Emami is INR 1220 cr. Which includes Kesh King oil and Shampoo, Navratna and 7 Oils in One.

    Speaking on the occasion Ms. Priti A. Sureka, Director, Emami Limited said, “As per industry estimates, light hair oil is the fastest growing segment with a CAGR of 25 per cent in the last 5 years. As a brand we have taken keen interest in the segment, established ourselves as a dominant player and have gained firm foothold in this dynamic space. We welcome Katrina to our Emami family. She is an epitome of beauty and is grace personified. She is a global figure who has carved her own niche with her sheer confidence and success. Her infectious charm only adds to her superstar repertoire. She fits the brand image impeccably and her involvement will surely have a positive connect with our consumers.”

    Commenting on her association with the brand, Katrina Kaif added, “I am extremely glad to be associated with Emami 7 Oils in One as a brand ambassador. Every girl wants a healthy, lustrous mane, but it becomes very difficult to achieve the feat given the amount of damage our hair is exposed to.

    My professional commitments ensure that my hair is exposed to a lot of heat and bright lights during shoots which causes extensive damage. Pollution also adds to the harm. With Emami 7 Oils in One, I have found the perfect all-in-one solution for all such problems. The ingredients are all natural oils that help repair hair damage, rejuvenate, nourish and boost hair strength and growth.”

    Emami 7 Oils in One is available in 200 ml, 100 ml, 50 ml and 3 ml packs, priced at INR 120, INR 63, INR 33 and Re 1 respectively. Light yellow in colour with a pleasant fragrance, the oil can also be used for styling due to its light texture.