ITV

Category: Brands

  • Want to build stronger online, offline channels: L’Oréal Paris India GM

    Want to build stronger online, offline channels: L’Oréal Paris India GM

    MUMBAI: The festive season has finally kicked in and brands have tightened their seats to make sure they don’t miss out on reaching any potential consumer. Its the time when you see lights, colours, festivity and a lot of ads around you. Be it on outdoor medium, television or digital. For any girl, no celebration is complete without a good pair of dress and a little red bold lipstick! 

    Think of weddings or festive Indian wear, and Sabyasachi Mukherjee’s famed fashion label is among the first ones to come to mind. Though owning a Sabyasachi saree or lehenga might be a dream for many, women around the country can now own a piece of Sabyasachi in their beauty kit. French personal care and beauty company L'Oréal Paris has tied up with the ace designer to launch a new collection of beauty products, specifically for festive season. This is one of a first where the French beauty label has collaborated with an Indian designer.

    The L’Oréal Paris brand encompasses the four major beauty categories – hair color, cosmetics, hair care, and skin care – and includes such well-known brands as Excellence Crème, Total Repair 5 hair care, White Perfect, Fall Repair, Revitalift, Volume Million Lashes Mascara, Color Riche lipsticks, Superliners and True Match foundations among many others.

    In India, the beauty care giant has top Bollywood celebrities including Aishwarya Rai Bachchan, Sonam Kapoor, Deepika Padukone as Indian brand ambassadors. 

    The partnership seeks to showcase a beautiful blend of fashion and beauty inspired by the iconic cities of Paris and Kolkata.

    The collaboration kicks off with a festive campaign focussing on strong eye and mouth makeup accents curated by Sabyasachi and shot on the streets of Paris, against the beautiful backdrop of the Eiffel Tower with L’Oréal Paris global brand ambassador Aishwarya Rai Bachchan.

    https://www.instagram.com/p/BorXHFxhQXN/?utm_source=ig_web_button_share_sheet

    https://www.instagram.com/p/BorXTklh97g/?utm_source=ig_web_button_share_sheet

    The collection comprises of a range of 10 luxurious and intense lip colours, the quintessential black eye liner and a volumising mascara.

    The announcement of the collaboration came from both Sabyasachi and the brand putting out thoughtful creatives on their social media respectively. This is the first of many more campaigns that the company has chalked out.

    Indiantelevision.com caught up with L'Oréal Paris general manager Raagjeet Garg where he spoke about the collaboration, choice of Paris as the shoot location, way forward and more. Excerpts:

    Over the past many years, L'Oréal Paris has partnered with various ace designers but this is the first time where the brand has an Indian name on board. How did you pin it down to Sabyasachi?
    Yes, over the years, L'Oréal Paris has associated with a lot of international designers but this time, we wanted to look for an Indian designer who would align perfectly with what L'Oréal Paris stands for and also is a power house by himself. We looked around on when do people tend to buy cosmetics the most and tend to get ready and that’s when festive theme came in. Who comes to your mind when you hear the word festive? Sabyasachi was the perfect choice! He has an iconic design house and his brand values are exactly like ours. He is premium and a master when it comes it design thinking. 

    How long did it take for you to lock in Sabyasachi and roll out with the new line of products?
    I think it’s been a year because from the time we first met him to now has been a journey of us understanding each other’s brand, deciding what kind of make up and look do we want to create, deciding who should be the face of the brand and shooting the actual campaign.

    Why did you choose Paris? Why not focus on showcasing the Indian architecture and location since the collection is about festivals?
    We have shot campaigns in India in the past. For this particular campaign, when you have two strong brands, it’s important that both the brands’ value come together. The shoot location perfectly showcased our international collection and Sabyasachi’s saree and gown.

    L'Oréal has some strong female actors as the face of the brand. Why Aishwarya? 

    Well, it’s just the start of our campaign…

    So, will there be more names added to the list for this campaign?
    At this point, all I can say is that we are really happy to have Aishwarya on board. When it comes to festive make up that we really wanted to build, the Indian women really looks up to Aishwarya. That’s why we thought of starting off the campaign with her. 

    Sabyasachi broke the campaign on Instagram. Will this be a digital-first campaign?
    We deliberately launched it on digital first because we knew our customers are digital savvy who should be the first ones to know about the campaign. Now that we have launched it on digital, we will take it forward on television, print and outdoor. 

    Speaking of Out Of Home (OOH), Loreal Paris has been spending a lot of OOH. Is that going to be a focus for this particular range as well?
    L'Oréal Clay is a mass product where the reach was super important. Given the weather right now, the product actually speaks about what people are actually facing in the city. This particular campaign is all about engagement and we felt that it should be digital-first. Even though we will use outdoor extensively for this one as well, it will primarily be on digital.

    The product range starts at Rs 600 which is kind of mid-premium to premium. Are you targeting the urban consumer for this?
    Absolutely! As a company, we are still young and the idea is to target consumers in tier I and tier II cities as well. Owning a Sabyasachi product might be a dream for many there. This is a chance for them to be a part of the Sabyasachi family. 

    What’s your online v/s offline divide in terms of revenue?
    I think we are pretty balanced when it comes to the sale from both channels and our objective is to build both the channels.

    Will you be also using influencer marketing for this campaign?
    Yes, to a large extend. Even though technically Sabyasachi and Aishwarya Rai are two of the biggest influencers in the country, we would still use other influencers to promote the products.

  • Mondelez India Launches Cadbury Dairy Milk Crispello

    Mondelez India Launches Cadbury Dairy Milk Crispello

    MUMBAI: After making Cadbury Dairy Milk as one of India’s favourite chocolate brands for 70 years in India, Mondelez India has launched Cadbury Dairy Milk Crispello, its ‘made in India’ innovation in the Crispy-Eat segment. Banking on Cadbury Dairy Milk’s strong equity, Mondelez India is all set to expand its premium portfolio with this new product offering. 

    Mondelez India director for marketing chocolates category Anil Viswanathan says, “With rising disposable incomes, exposure to global cultures and extensive reach of mass media, the Indian consumers have been exposed to a global palette of food experiences. More specifically, recent work with Gen-Z consumers, a key consumer cohort for us, has shown a desire for multi-textured and complex experiences. This has been an important dimension for us as we have thought about our innovations.”

    “Cadbury Dairy Milk Crispello combines the much loved Cadbury Dairy Milk taste with crispy and creamy textures in a unique ready-to-share snappy format. Its snap and share capabilities further reinforce our shared values of togetherness and collective joy,” he adds.  

    Cadbury Dairy Milk Crispello, is covered with a layer of delicious Cadbury Dairy Milk, crunchy wheat crispies and smooth chocolate cream. As one bites in, the chocolate melts in the mouth and the wheat crispies underneath bring in the crispiness, giving consumers an immersive chocolaty and crunchy experience, all at the same time. The finger-bar format makes it easier to be shared with friends and family. 

    Cadbury Dairy Milk Crispello is priced at Rs 30.

    The launch will be supported by a 360-degree communication campaign that will include a new TVC and outdoor and digital campaigns targeting the brands core target audience i.e. youth. On-ground activations at point of sale and sampling at modern trade outlets will also be part of the campaign to drive awareness for the product.

  • Airtel rolls out #PassTheTorch campaign

    Airtel rolls out #PassTheTorch campaign

    MUMBAI: Bharti Airtel (Airtel), India’s leading telecommunications service provider, today launched an innovative digital campaign #PassTheTorch to mark the 11th edition of the Airtel Delhi Half Marathon (ADHM).  

    Gautam Anand, Chief People Officer (India & South Asia), Bharti Airtel along with Airtel employees, members from top running groups in the country and people at large lit a digital torch to launch the campaign at an event held earlier today, at the Airtel Headquarters in Gurgaon. The torch will now be passed digitally across the country over smartphones to take the initiative nationwide.

    The #PassTheTorch campaign celebrates the spirit of running and at the same time encourages people across India to make their run count wherever they may be and contribute towards the empowerment of underprivileged children in rural India.  Airtel has partnered with leading fitness mobile app, Mobiefit for the campaign.

    Mobiefit app will be branded as Airtel Mobiefit during the campaign period. Airtel will engage with over 400 top running clubs in the country to expand the reach of the campaign and clock in more kilometers on the app.

    The campaign is designed around the core philosophy of ADHM, which is to bring people together for a cause. It breaks barriers by taking take the spirit of ADHM to every corner of the country through the digital flame and providing a platform to citizens to make a positive impact on the society. As part of the campaign, runners can pass on the digital flame to the next individual or group. Corresponding to the number of kilometers accumulated by the runners, Airtel will empower underprivileged children in rural areas through digital literacy, which will include teaching them use of computers and internet.  

    To participate in the #PasstheTorch campaign:

    Download the Airtel Mobiefit app on your smartphone and register as an individual or group
    Click on the Torch (Mnemonic) Screen to go to the challenge page
    Click on the start icon
    You can now record your run. When you finish a kilometer, the torch (mnemonic) will turn green
    Once green, you can end your run and share or post your achievement across social media platforms like Twitter, Facebook, Instagram, Snapchat etc and encourage/challenge others to participate. 

    Airtel had roll out a similar initiative titled ‘Make Your Run Count’ in 2016, requesting people across the country to capture screenshots of their run on running apps and upload on social media platforms. Over 10K people in rural areas benefitted from the campaign and were empowered with digital literacy as they learnt the power of internet for the first time through the initiative.

    This year marks the 11th anniversary of Airtel’s association with ADHM, which is now one of the most prestigious running events across the world. The race is expected to witness participation from over 35,000 people this year who will run in 5 categories including the Half Marathon (21.097km), Great Delhi Run (6km), Open 10K, Senior Citizens Run (4.3km) and Champions with Disability (2.4Km).

  • MobiKwik to now offer instant loan in 90 secs

    MobiKwik to now offer instant loan in 90 secs

    MUMBAI: Indian digital financial services platform, MobiKwik has launched its breakthrough product, Boost, that offers instant loan approval and disbursal to MobiKwik users.

    This is the first-of-its-kind of credit disbursal product, wherein loans of up to Rs 60,000 are sanctioned as well as disbursed in a matter of 90 seconds.

    MobiKwik has partnered with a number of NBFCs to offer this service to its users. MobiKwik is the first wallet player to disburse loan amount in the user’s mobile wallet.

    Boost offers loans without any hassles of submission of paperwork or collaterals. The loan sanction decision will be taken in 30 seconds, on the basis of an innovative risk scoring model called ‘Mobiscore’, developed by MobiKwik.

    The real time underwriting has been possible only because of artificial intelligence and data analytics capabilities used in the entire loan journey.

    Users can apply for loans ranging from Rs 5,000 up to Rs 60,000 through the MobiKwik app. MobiKwik users who avail loans via the app will have the option to transfer their loan amount to their bank account. The amount credited can be utilised by the app users across a range of use cases including urgent purchases, marriage expenses, travel plans, hotel bookings, medical emergency, as well as payments to offline and online merchants.

    To avail the loan facility, users have to select Boost on the MobiKwik App, activate Boost for instant loan, insert PAN and other KYC details to view loan offer and accept loan offer to get instant disbursal.

    MobiKwik co-founder and director Upasana Taku says, “Our objective is to provide easy access to credit to each and every Indian, irrespective of his location. This is first of its kind of product that will totally revolutionise the way India avails credit. Our path-breaking product will enable Indians, located anywhere in India, to avail instant loans, whenever they require, within 90 seconds, via the MobiKwik app. In the initial months of piloting the offering, we have already crossed a portfolio of 100 thousand loans. We will be rolling out new products in the lending portfolio so as to cater to diverse credit requirements of customers. We are confident that lending will be a game changer and will establish us as clear leaders in the digital financial services domain in the country.”

    The loan amount is payable in easy instalments of six and nine months. They can either payback from the MobiKwik app or can enable MobiKwik’s partner to auto-debit the monthly EMI from their bank account. MobiKwik users are required to update their KYC with PAN card and other KYC details to avail the loan benefit.

  • Haier Kicks off The Festive Season with Exciting Consumer Offers

    Haier Kicks off The Festive Season with Exciting Consumer Offers

    MUMBAI: Haier, the global leader in Home Appliances & Consumer Electronics and World’s Number 1 brand in Major Appliances for 9 Consecutive Years*, has announced a range of attractive consumer offers, bringing joy to the festive celebrations this season. The promotion has begun with the festivities and will last till 7th November, 2018 across the country.

    Haier understands the evolving needs and preferences of the consumers and its product innovations are a testimonial of the same. Thus, boosting the consumer buying sentiment and adding to the festive fervor, the brand has announced a Fixed EMI offer with Bajaj Allianz to bring home any product from its premium range at INR 2018 only. Haier is also offering unique warranties on its range of products like 3-year warranty on all Haier televisions (80 cm and above) and 4-year extended complete warranty with free installation on Haier split air conditioner range for just Rs.999.

    Adding sparkle to your gaieties and to enhance the shopping experience of customers, Haier is offering attractive consumer finance options. Further, an array of attractive consumer offers will be available across all product categories where consumers will get exciting assured gifts on purchase of Haier products during the promotion period.

    List of Offers:

    Free cutlery set with a purchase of any Bottom Mount refrigerator
    Free Haier dry iron with any top mount refrigerator
    Free wine glasses with Haier wine cellars
    Free Haier steam iron with any Front Load washing machine
    A dry iron free with purchase of any Top load washing machine
    Absolutely free Installation on purchase of any Haier water heater

    Commenting on the launch, Mr. Eric Braganza, President, Haier Appliances (India) said, “We are extremely happy to announce the lucrative consumer offers for this festive season. With the core focus on our brand philosophy of customer inspired innovation, we aim to forge a stronger bond with our consumers by addressing their evolving needs and expect to have phenomenal festive season sales this year. Following a 360 degree approach this festive season, we will run our marketing initiatives via various platforms such as Electronic, Print, Digital and in-store branding etc.”

    Haier has put together a strong marketing strategy across categories to promote its products this festive season. The brand has devised consumer-insight based campaigns to target its audience across age groups and geographies. This year, Haier will be an associate sponsor of season 10 of ‘Kaun Banega Crorepati’ with its Bottom Mounted Refrigerator line-up on Sony channel. Other key sponsorships include – ‘Mega Icons’ on National Geographic channel, Dance Plus Season 4 on Star Plus, Sa Re Ga Ma Pa on Zee TV and Master Chef Australia on Star World. These partnerships are in sync with the brand’s philosophy of customer inspired innovation thus, increasing the excitement and brand recall amongst its consumers.

    This year, Haier also partnered with Unimoni Asia Cup 2018 as Official Global Partner & Associate Gold Sponsor. To bring cricket to a larger Indian audience, Haier ran a consumer contest #AsiaCupWithHaier through which fifty lucky winners stood a chance to travel to UAE to watch an Asia Cup match live. Additionally, the brand will also be sponsoring India-West Indies cricket series which will start from 4th October 2018 to 11th November 2018 to build a closer connect with the consumers and enjoy the spirit of cricket together.

  • Apple, Google & Amazon are world’s most valuable brands: Interbrand report

    Apple, Google & Amazon are world’s most valuable brands: Interbrand report

    MUMBAI: Apple, Google, and Amazon are the three most valuable brands of 2018, according to Interbrand's Best 100 Global Brands 2018 report.

    Facebook, mired in data breach controversies, fell to ninth place. 

    For six consecutive years, Apple and Google hold the top positions. Apple’s brand value grew by 16 percent to USD $214,480m, and Google’s by 10 percent to USD $155,506m. Amazon achieved 56 per cent growth and is the third brand to reach a 100-billion-dollar brand valuation (USD $100,764m), and is the top performer among 28 brands with double-digit percent growth. 

    Microsoft valued at $92.7 billion was fourth while Coca Cola valued at $66.3 billion came fifth followed by Samsung on sixth spot. Facebook's brand value has declined 6 per cent this year in the wake of the Cambridge Analytica data scandal.

    Interbrand global chief executive Charles Trevail says, “A decade after the global financial crisis, the brands that are growing fastest are those that intuitively understand their customers and make brave iconic moves that delight and deliver in new ways.”

    Spotify and Subaru made it to the global top 100 brand list for the first time. Elon Musk's Tesla made into the top 100 in 2017 but lost the race this time owing to several controversies around the brand and its future.

    When it comes to Apple, it has proved highly adept at maximising the value from its hero product, the iPhone, exemplified by its recent launches of the iPhone XS, XS Max and XR.

    "At the same time, it is tapping into the desire for useful apps and services, with sales from its services division growing by 23 per cent to $30 billion in the 2017 fiscal year," said Interbrand economics global managing director Mike Rocha.

    The Interbrand report values a company on the basis of the financial performance of the branded products or services, the role the brand plays in purchase decisions, and the brand's competitive strength and its ability to create loyalty.

  • BREITLING ANNOUNCES FIRST MISSION FOR ITS TRIATHLON SQUAD

    BREITLING ANNOUNCES FIRST MISSION FOR ITS TRIATHLON SQUAD

    The members of Breitling’s Triathlon Squad – Jan Frodeno, Chris “Macca” McCormack, and Daniela Ryf – are among the world’s most successful competitors in a famously demanding sport. Together with Breitling CEO Georges Kern, they will soon take part in a grueling endurance bicycle race in support of a South African charity that – fittingly – provides bicycles to people in communities with limited transportation options.

    Breitling is proud to announce the first Triathlon Squad Mission (#squadonamission). The all-star squad, made up of triathlon superstars Jan Frodeno, Chris “Macca” McCormack, and Daniela Ryf, will participate in the Coronation Double Century bicycle race in Swellendam, South Africa, at the end of November 2018.
    The triathletes will be joined by Swiss mountain biker, seven-time world champion, and multiple Olympic medalist Nino Schurter and Ironman champion and duathlon specialist Ronnie Schildknecht. In Swellendam, along with Breitling CEO Georges Kern and around 30 other Breitling cyclists, they will be raising money in support of a very worthy cause: Qhubeka.

    Qhubeka is a South African charity that moves people forward with bicycles – improving their access to schools, health-care centers, and places of work. The name Qhubeka means, appropriately, “to move forward.” Bicycles are remarkable agents of change – they allow their riders to get to the places they need to go and do things that are difficult without transportation, such as fetching supplies, traveling to school or work, or providing emergency relief after a disaster. Qhubeka’s programs include learn-to-earn programs for schoolchildren and work-to-earn programs for adults.

    Breitling CEO Georges Kern is proud of the initiative, saying, “We have so much respect for the work Qhubeka does. They donate bicycles to people whose lives are changed in meaningful ways. A bicycle can take someone to school or work or a clinic – these donations can be, literally, a matter of life or death, and we’re thrilled to be able to use our mission to support Qhubeka’s vision.”

    Anthony Fitzhenry, the founder of Qhubeka, is also excited about Breitling’s support. He said, “We are delighted that Breitling has come on board as a bicycle donor to Qhubeka. We completely buy into Breitling’s #squadonamission, where teams are fueled by camaraderie and driven by purpose. Like Georges Kern and his Breitling team, we also believe that more is accomplished working together than alone. This is why we partner with the private, public, and civil sectors to boost our ranks as we distribute the bicycles. To date, we have distributed 90,000 bicycles to help people travel further and faster, and carry more.”

    Breitling aims to generate enough funding at the Coronation Double Century to donate 500 bicycles to Qhubeka.
    There are also some unique opportunities for those who want to help Breitling in its support of Qhubeka. Anyone interested in learning how to join the squad on its Coronation Double Century mission or wishing to purchase one of 77 limited-edition Breitling Colnago C64 bicycles can e-mail cycling@breitling.com for additional information. The profits from the sale of each bike will benefit Qhubeka. It is also possible for individuals or groups of friends to support Qhubeka by buying the exclusive Breitling Q36.5 cycling clothing and undertaking their own missions to raise awareness and financial support for Qhubeka and their incredible work. These cyclists are invited to share the details of their missions on Breitling’s Strava club page.

    Breitling’s association with sport cycling can be traced back more than 60 years. From the early 1950s, the brand provided its timekeeping services to the most highly regarded competitions in the world, including the Giro d’Italia, the Milan–San Remo, the Tour de Lombardie, the Tour de France, the Tour de Belgique, the Flèche Wallonne, and the Volta a Portugal. Breitling worked with some of the sport’s true legends. One was Italian Fausto Coppi, “Il Campionissimo.” The world champion of world champions won the Tour de France twice and the Giro d’Italia five times. In fact, in 1948 and 1952, he won both races, a pair of victories known as the “Grand Boucle.” Breitling also worked with his fiercest rival, Gino Bartali, who won the Tour de France twice and the Giro d’Italia three times.

    The Breitling Triathlon Squad’s first mission will not only bring together some of the world’s fiercest competitors, but will also, with the help of Qhubeka, improve the quality of the lives of hundreds of people – an impressive start for this #squadonamission.

  • Madison starts its CSR journey by adopting Tanya Computer Centre

    Madison starts its CSR journey by adopting Tanya Computer Centre

    MUMBAI: Madison World has begun its CSR journey by starting an NGO namedMadison Resource Foundation, that has adoptedTanya Computer Centre. 

    Tanya Computer Centre was established in  2006 as a Computer Training Centre dedicated exclusively to training visually impaired people (all ages) in the use of Computers. The Centre has so far trained over 250 students almost all of whom have got jobs thanks to the Computer training received at Tanya Computer Centre.

    The Computer Centre uses a screen reading software called JAWSthat helps the visually challenged use computers. The Centre teaches Basic Computer Courses like Windows and MS Office. Students are given tactile books, and notes are provided in Braille, audio or large print, as per the requirement of the student. Training is almost individual and personal and the duration of the course is extended till the student is comfortable and confident of using computers.

    Tanya Computer Centre is led by Tanya Balsara, daughter of Madison’s Chairman Sam Balsara who is herself visually challenged and she personally trains all students.

    Says Tanya Balsara,“I congratulate all the students passing out  as well as all the 250 students who have passed out earlier for having the courage and determination to come forward and learn something new and different. I have always believed that disabilities create barriers but determination breaks them. Remember the visually impaired may not have sight, but they don’t lack vision”.

    Sam Balsara made theannouncement  about Madison World adopting Tanya Computer Centre at the 12th Convocation ceremony of Tanya Computer Centre and said “The Centre is looking to expand its activities in other parts of Mumbai and is looking for like minded socially committed individuals who can personally lead the Centre  and train its students.” He said “the Centre would be fully equipped with Furniture and Fittings, Computers, Software and entirely financed by Madison Resource Foundation in terms of both Capital cost and Revenue expenses including salaries”.

    On the occasion an inspiring talk was given by the Guest of Honour, Mrs. Shalini Saraswathi, a quadruple amputee who is unbelievably, a marathoner, who flew down from Bangalore for the occasion. In 2012, Shalini went on to lose all 4 of her limbs but her determination and never say die attitude has helped her take life head on and live a purposeful and fulfilling life.

    SaysShaliniSaraswathi,I’ve always said the reason for my success and strength has been the strong support system I have had, coupled with the fact that I had avenues to get back on my feet. It’s an honour to be associated with this event, because that is what this is – an empowerment. Congratulations to everyone who are passing out today and wishing everyone more strength and power!”

  • 64% consumers worldwide buy products on brand belief: Edelman report

    64% consumers worldwide buy products on brand belief: Edelman report

    MUMBAI: Today more than ever, consumers are putting their faith in brands to stand for something. Whether people are shopping for soap or shoes, they’re weighing a brand’s principles as much as its products. Opting out of taking a stand is no longer an option for brands.
    The 2018 Edelman Earned Brand study reveals that nearly two-thirds (64 per cent) of consumers around the world now buy on belief, a remarkable increase of 13 points since 2017. These belief-driven buyers will choose, switch, avoid or boycott a brand based on where it stands on the political or social issues they care about.

    The belief-driven mindset has gone mainstream. Belief-driven buyers are now the majority in every market surveyed, across all age groups and all income levels. Almost as many consumers aged 35-to-54 buy on belief as 18-to-34-year-olds, and the most impressive gains come from the older cohort, with an 18-point increase among people 55 years old and up.
    The survey of 8,000 people across eight markets found that consumers believe that brands are a more powerful force for societal change than government. More than half of people (53 per cent) believe that brands can do more to solve social ills than the government, and 54 per cent believe it is easier for people to get brands to address social problems than to get government to act.

    “This is the birth of brand democracy; as consumers are electing brands as their change agents,” said Edelman president and CEO Richard Edelman. “Brands are now being pushed to go beyond their classic business interests to become advocates. It is a new relationship between company and consumer, where purchase is premised on the brand’s willingness to live its values, act with purpose, and if necessary, make the leap into activism.”
    A brand’s stand drives both purchase intent and advocacy. Showcasing a brand’s principles or its products inspires purchase equally. Buyers are just as likely to express purchase intent after viewing a communication focused on a brand’s stand as they are after viewing a product-focused communication. And a communication focused on a brand’s stand has an even greater effect on a consumer’s intent to advocate for the brand than one focused on product features.

    A brand’s stand matters at every consumer interaction. Reminding consumers of the brand’s stand when they are about to buy is crucial: 60 per cent say brands should make it easier to see its values and its position on important issues at the point of sale.
    A brand can choose its stand across a spectrum of action from defining a clear purpose, to connecting to culture, to engaging in full-throttle activism. People’s belief in brands as a force for social good provides marketers with an opportunity — and an obligation — to help their customers live their best lives.

    “It’s no longer a question of whether to, but how to take a stand,” said Edelman US chair Brand Amanda Glasgow. “A brand must understand its audience and think long-term so that the stand it chooses authentically connects its values to its customers.”

  • Truecaller Launches Chat Feature Within Its App

    Truecaller Launches Chat Feature Within Its App

    New Delhi, October 3rd, 2018: Truecaller today announced the launch of its instant messaging (IM) platform ‘Truecaller Chat’. With the aim to make communication safer and to prevent fake news from circulating, the IM platform will allow users to report links, ensuring that fake news is not circulated unchecked by users.

    With social media’s rapid adoption across the country, fake news in India has been on the rise. Truecaller has helped erode spam calls faced by users through Caller ID and also strengthened SMS inboxes by filtering unwanted messages. As a step to curb the spread of erroneous information, Truecaller, with the help from its community, has launched this service as a shield against viral messages sent on its instant messaging platform. Users will be able to mark website links as spam if they suspect it to have incorrect information, which will then help chatters make a more informed decision about what information is false. With time, Truecaller also plans to apply machine learning and use the aggregated spam reports to predict any upcoming viral trends.

    Additionally, ‘Truecaller Chat’ is bundled with interesting features such as, auto-switch between SMS and Chat, which will help users keep conversations in one place. Other features include full media support and more, that will provide its users a polished and enjoyable experience.
    Commenting on the launch, Rishit Jhunjhunwala, VP Product at Truecaller, said, “As a one-stop communication platform, our IM service will help our users connect and also collaborate to combat the issue of spam. We’re confident that this foundation stone will help build a strong spam-free community.”

    India has been facing a major law and order problems caused by fake stories especially when they have led to mob lynching and mass hysteria. The Honorable Supreme Court has strongly expressed its stance and has directed social media platforms to take appropriate measures to suppress fake news. By providing a messaging service with capabilities to tackle fake links, Truecaller is taking a big step towards curbing the problems caused by spam and false information going viral.