Category: MAM

Atypical Advantage wins National Startup Award for transformative social impact

Mumbai : Atypical Advantage inclusive platform dedicated to generating economic livelihood for persons with disabilities has achieved a significant milestone by securing the prestigious National Startup Award 2023 from the Union Government in the social impact category. This recognition acknowledges the organisation’s outstanding efforts in providing livelihood opportunities to individuals with disabilities.

Amidst a competitive pool of more than 2300 entries, Atypical Advantage’s impactful work distinguished them, earning the top spot in the social impact category. Alongside this honor, the organization has been granted a prize of Rs 10 lakhs, further propelling its mission to empower and uplift the community.

This achievement not only reflects the dedication and talent of the team Atypical Advantage but also demonstrates their deep commitment to making a positive difference in the world.

The National Startup Award win serves as a testament to the potential of Indian startups in driving positive social change and contributing significantly to the nation’s progress.

January 18, 2024
TERI partners with Kaizzen for World Sustainable Development Summit 2024 outreach

Mumbai: The Energy and Resources Institute (TERI) partnered with Kaizzen, a leading integrated communications agency, to curate the media and social media outreach for the upcoming World Sustainable Development Summit (WSDS) 2024 to be held at India Habitat Centre, New Delhi in February.

The 23rd edition annual flagship event of the not-for-profit, policy research organisation is scheduled to be held from 7 to 9 February 2024. WSDS 2024 will focus on the umbrella theme: ‘Leadership for Sustainable Development and Climate Justice’.

Speaking on the occasion, TERI Senior fellow and associate director Dr Shailly Kedia said, “We are living in a time of Polycrisis. Key challenges confronting the world include planetary crises, sliding back of key sustainable development goals and the ever-growing conflict situation threatening world peace. It is more important than ever that environment stewardship is promoted at all levels and across all spheres. Today’s challenges for attaining sustainable development are complex and interconnected and will need everyone to work towards creating a more sustainable future. With this backdrop, the umbrella theme of the World Sustainable Development Summit 2024 is: Leadership for Sustainable Development and Climate Justice.”

Sharing views on the association, Kaizzen CEO Vineet Handa said, “WSDS (World Sustainability Development Summit) by TERI over the years has established itself as the most impactful and prominent summit on sustainability and environment around the globe. Key opinion leaders from across the globe share their vision on this platform which has had a clear impact on creating momentum towards impactful policy change. Relevance of all the topics deliberated during these summits are of immense importance for mankind and therefore it is a matter of pride for Kaizzen to continuously partner with WSDS for this flagship event.”

January 18, 2024
How sustainability trends can drive the future of the event marketing industry

Mumbai: In today’s time, it’s safe to say that environmental consciousness is no longer a trend but a necessity in every aspect of life. Sustainability has become more mainstream than ever before and it is now a defining principle that is shaping the future of the event marketing industry. It is now the need of the hour. In the wake of the COP28 held in Dubai, the spotlight on sustainability has been further intensified for brands and event marketing. This spotlight is evident from the fact that most prominent global events today focus on sustainability and climate change as a primary topic. World governments, global bodies and major businesses are now talking about sustainability as a primary issue. This is evident from themes like climate change and environmental consciousness being one of the primary topics of discussion in the World Economic Forum 2024 event being held at Davos.

Today, as more brands embrace green marketing to appeal to the modern, conscious and discerning consumer, event marketing has become a crucial part of the overall green branding strategy of major corporations. Moreover, since 2022, after the full fledged resurgence of in-person events, critical questions have been raised about the environmental impact of big scale branding events. As concerns over sustainability management, resource sharing, and waste management grow, it becomes vital to explore how sustainability trends can lead the way forward for event marketing.

The evolving sustainability trends in event marketing are driven by a collective understanding that our choices today shall influence the world we leave behind for future generations. Event planners are now taking notice, reimagining traditional methods, and integrating innovative and sustainable alternatives that align with the values of clients, attendees, stakeholders, and global governments in their event management plans. Here’s a closer look at the main principles that are influencing the industry today-

Zero-Waste Events: A New Benchmark

While reducing waste has always been a focus in sustainable event planning, a new benchmark has now emerged – zero-waste events. This ambitious approach aims to minimise waste generation at every phase of an event, from planning to execution and even post-event activities. This heightened commitment to waste reduction reflects the industry’s commitment to ensuring that sustainability is not a mere milestone but a continuous journey for them. Lollapalooza, the world renowned music festival, stands out as a prime example of how major events can champion sustainability and zero waste. With a commitment to minimising its environmental impact, Lollapalooza has implemented various initiatives such as waste reduction, energy efficiency, and eco-friendly practices in its event management and marketing strategies.

Local Sourcing and Technology Integration

The event marketing and management industry is also witnessing a growing trend towards supporting local economies and reducing carbon emissions by sourcing locally produced goods. This eco-conscious approach extends to all aspects of an event, from food and beverage catering to décor and promotional materials. The emphasis on locally sourced materials not only contributes to sustainability but also fosters a sense of community engagement.

The Role of Modern Technology

Modern technology plays a pivotal role in advancing sustainability in event planning. Digital platforms for hosting hybrid and virtual events are powerful tools that allow organisers to engage a global audience without the heavy carbon emissions associated with travel. Comprehensive data analysis tools have also become indispensable for tracking and analysing the environmental impact of events and providing valuable insights for refining future management strategies.

In addition to this, mobile event apps not only enhance attendee experiences but also actively contribute to sustainability by minimising the need for printed materials. From agendas setting options to real-time event information and networking opportunities, these apps offer a multifunctional and eco-friendly alternative to conventional methods.

Other Ways To Incorporate Sustainability In Event Marketing

It is essential to implement small pragmatic steps into event planning practices to successfully incorporate sustainability trends within event marketing.

The foundational step for this involves measuring baseline emissions for assessment purposes to provide insights into areas of event management that require attention. Mitigating the carbon footprint of events, especially those caused by travel, is also crucial. To aid this practice, there are a number of special technological tools that can calculate and offset attendees’ travel emissions. Another key aspect is integrating event suppliers and vendors as part of the strategy to turn sustainability into a collaborative effort.

Financial Benefits of Sustainable Event Marketing

Embracing sustainability for event marketing offers a multitude of business benefits, including enhanced brand reputation, cost savings through eco-friendly practices, and increased customer loyalty. Companies that align their strategies with environmental conservation initiatives are better positioned to thrive in evolving markets and economies where sustainability is a key consideration for consumers and stakeholders alike. This notion is exemplified by a recent study of NTT in which over 44% of companies surveyed reported an increase in profit due to sustainability programs, while 33% saw a reduction in operating costs.

The Future of Sustainable Event Marketing

As the events industry thrives and major brands continue to embrace event marketing as part of their promotional strategies ,the integration of sustainability into event marketing becomes increasingly vital. Sustainability is not just a trend but a strategic move to future-proof the industry.

Today, the event marketing industry stands at a pivotal moment where sustainability trends can drive positive change. Thought leaders, innovative technologies, collaborative efforts, and conscious decision-making on the part of stakeholders and the general public can pave the way for a future where events not only thrive economically but also contribute to the development of a greener world for the greater good.

The author of this article is Branding Edge Strategic Communication and Advisory LLP managing partner Rahul Tekwani.

January 17, 2024
Unstop expands globally, teams up with HR Tech for early talent revolution in the Middle East

Mumbai: In a landmark move set to transform the landscape of early talent acquisition and engagement in the Middle East, hrtech, a premier HR Technology Solutions and Analyst firm, has joined forces with Unstop, a talent discovery, community engagement and hiring platform for students and freshers, where talent meets opportunities. This strategic partnership is poised to reshape how businesses in the rapidly evolving Middle Eastern market discover and engage with emerging talent.

This alliance leverages hrtech’s deep market insights and consulting prowess alongside Unstop’s cutting-edge platform, offering enterprises and startups in the Middle East a unique solution for engaging and hiring early talent. The collaboration is uniquely positioned to bridge the gap between the region’s emerging talent and its burgeoning business sector, fostering a vibrant ecosystem encompassing Early Talent, Colleges, and Recruiters.

Unstop founder Ankit Aggarwal, expressed his enthusiasm about this collaboration, stating, “Our alliance with hrtech is more than a partnership; it’s a commitment to the Middle East’s future leaders. Unstop is dedicated to being an unstoppable force in talent development, and with hrtech, we are set to revolutionize how the Middle East discovers and nurtures early talent, aligning with our vision to provide innovative and localized solutions.”

hrtech founder & CEO Sriram Iyers shared his excitement about the partnership, saying, “Partnering with Unstop, renowned for their dynamic approach to talent engagement, marks a significant milestone in our mission. We are eager to redefine the HR landscape in the Middle East, confident that our combined expertise will introduce groundbreaking HR solutions tailored to the unique dynamics of this vibrant region.”

This partnership is more than a collaboration; it’s a catalyst for change in the Middle Eastern talent landscape, promising to bring innovative solutions and new opportunities to the region’s burgeoning workforce and dynamic business environment.

January 17, 2024
Rasayanam expands its wings in the retail market with Apna Chemist

Mumbai: Wellness brand Rasayanam is entering the retail market, starting with Apna Chemist, a medicine delivery company under Parsa Group, Genitech NSAN Pharmaceutical Pvt Ltd. This expansion is poised to not only enhance accessibility but also introduce a commitment to fast and reliable delivery through Apna Chemist outlets.

Rasayanam, a stalwart in the realm of holistic well-being, is known for crafting Ayurvedic formulations backed and proven by modern science. Now, individuals seeking natural and holistic wellness solutions can experience the added convenience of fast delivery, ensuring that Rasayanam’s products reach them swiftly through Apna Chemist outlets on the same day.

The expansion underscores the importance of authenticity and efficacy in holistic health solutions. Rasayanam’s commitment to creating formulations prioritising purity and effectiveness aligns seamlessly with Apna Chemist’s dedication to providing high-quality healthcare products quickly. This collaboration extends beyond transactions; it empowers consumers to make informed and health-conscious choices with the added assurance of prompt delivery.

“We are happy to share the news that Rasayanam is expanding its wings to the retail segments, beginning with Apna Chemist. Our customers should get their beloved products at the earliest. Whilst we are taking steps to enhance the same-day delivery experience, we decided to make it a minute delivery experience by expanding in the retail market.” Rasayanam founder Ayush Aggarwal

January 17, 2024
LS Digital launches marketing data infrastructure (MDI)

Mumbai: LS Digital, a leading independent digital marketing transformation (DMT) company from India, recently launched its innovative marketing data infrastructure (MDI), a comprehensive framework designed to unlock the vast potential of consumer data, as a part of LS Digital’s commitment to knowledge sharing and industry collaboration. The framework comprises three key components: collect, connect, and activate, aimed at facilitating seamless consumer journeys and empowering businesses with valuable insights to enhance products and services.

Through MDI, LS Digital will address industry challenges by aggregating data across systems (collect), triangulating data to establish consumer identity (connect), and leveraging data for substantial growth (activate). It will establish a robust marketing data lake, offering a consolidated perspective on consumers and fostering data-driven decision-making.

MDI distinguishes itself by being user-friendly, seamlessly integrating with existing marketing tools, and staying abreast of industry trends. It not only protects brands’ investment in existing MarTech tools but also enriches them, providing businesses with dynamic lead scoring, customer segmentation, brand sentiment analysis, marketing attribution models, propensity modelling, customer churn prediction, sales forecasting, and more. It fuels business growth through audience segmentation activation, facilitating a profound understanding of consumer cohorts.

LS Digital – Sr VP digital analytics & consulting business Vinay Tamboli said, “In response to the shifting tides of digital marketing, we are in the best position to introduce a suite of cutting-edge Marketing Data Infrastructure services based on our 12 years of experience of working with 700+ customers across industries. Businesses can now leverage expertise from our hands-on practitioners to construct a future-proof foundation for personalised and privacy-conscious marketing campaigns.”

LS Digital is steadfast in its commitment to staying at the forefront of marketing technology, adapting and evolving with industry trends.

Considering third-party cookie deprecation, the importance of first-party data is elevated. Building a robust marketing data infrastructure and making use of existing invested tools effectively is crucial for brands for their success in the market. MDI will enrich existing marketing tools rather than acting as a standalone product. Noteworthy achievements include activating audience segmentation by analysing several overlapping parameters. This augmentation approach fosters a deeper understanding of consumers, distinguishing our service in the market.

January 17, 2024

Ayodhya Kirana community readies for Ram Temple festivities: 70 per cent stock puja items

Mumbai: With the grand Ram Temple set to be inaugurated on 22 January 2024, the entire country is echoing the spirit of enthusiasm and looking forward to the celebrations just like Diwali. A recent survey conducted among retailers in Ayodhya by India’s largest Kirana Community, Kirana Club, also showcases a similar sentiment with local kiranas looking at the event with utmost fervour.

Lakhs of devotees are expected to participate in the Pran Pratishtha ceremony and Kirana owners see this as a great opportunity to enhance their sales. Accordingly, over 70 per cent of kirana stores are stocking up Puja Samagri including cotton wicks, ghee and oil, diya, camphor, rice and wheat, and honey among other things before January 22. Kirana owners are also stocking up Packed Mithai and chocolates, with 15 per cent retailers anticipating increased sales during the auspicious occasion.

The third-most stocked products at Kirana stores in Ayodhya are Chips and Namkeen. Over 9 per cent of retailers expect a heavy demand for these products as they prepare to welcome lakhs of devotees from across the country. Cold drinks and water as well as personal care products such as hair oil and soaps are some of the other categories being stocked up by kiranawallahs in the holy city.

Kirana Club founder Anshul Gupta said, “Our survey among kirana owners in Ayodhya showcases optimism and festive spirit ahead of the historic inauguration of the Ram Temple. Local kirana owners are seeing this as a significant business opportunity to increase footfall in their stores and anticipating increased sales of Puja Samagri, Packed Mithai and Chocolates. The foresightedness of these retailers reflects their understanding of the current market and consumer pulse as well as their commitment to cater to the needs of devotees who would want to pay reverence to Lord Ram in the Pran Pratishtha ceremony.”

Survey results:

Products	% of retailers
Puja Samagri	70.15 per cent
Packed Mithai and Chocolates	14.70 per cent
Chips and Namkeen	8.89 per cent
Cold Drinks and Water	3.53 per cent
Personal Care such as Hair Oil, Soaps etc.	2.74 per cent

January 17, 2024

2024 digital marketing landscape in HR: Exploring emerging trends and opportunities

Mumbai: In an era marked by rapid technological advancements, shifting consumer behaviors, and evolving regulatory landscapes, the field of digital marketing and human resource is undergoing a transformative phase. This year marks a pivotal moment in how HR professionals attract, engage, and retain talent, leveraging the power of digital tools and techniques that were once the exclusive domain of marketing experts. The boundaries between HR and digital marketing are blurring, creating a new paradigm where employer branding, candidate engagement, and employee communication are being reimagined through a digital lens.

The convergence of technology and marketing has never been more pronounced. In this dynamic environment, HR departments are not just adapting to changes; they are actively reshaping their strategies to harness the immense potential of digital marketing. This integration is revolutionizing the way organizations approach talent management, making it more efficient, data-driven, and personalized than ever before.

In this article, we look into HR and marketing trends that are pivotal for developments, offering insights and strategies for HR professionals to effectively harness the power of digital marketing in their practices. Understanding these trends is more than a mere exercise in knowledge gathering; it is a roadmap to navigating the future of HR through digital marketing successfully.

The rise of AI and machine learning:

In 2024, Artificial Intelligence (AI) and Machine Learning (ML) are no longer just buzzwords but integral components of digital marketing strategies. AI is revolutionizing marketing by enabling personalized customer experiences at scale. AI-driven tools can analyze large sets of data from various touchpoints to predict customer behavior and preferences, allowing for more targeted and effective marketing campaigns.

Employer branding through social media:

Social media platforms have become pivotal in shaping a company’s employer brand. Platforms like LinkedIn, Twitter, and Facebook are being used not just to post job openings but to showcase company culture, celebrate achievements, and engage with both potential and current employees. These platforms offer a window into the company’s soul, highlighting what it stands for and how it values its employees.

Data-driven recruitment:

Data analytics, a bedrock of digital marketing, is transforming recruitment processes. By analyzing data from various sources, HR professionals can identify the most effective channels for talent acquisition, understand candidate behaviors, and tailor their strategies accordingly. This approach not only streamlines the recruitment process but also ensures a higher quality of candidate fit.

Personalisation in candidate engagement:

Echoing the trend of hyper-personalization in digital marketing, personalized communication is becoming increasingly important in HR. From personalized job recommendations to customized email communication, these strategies make potential candidates feel valued and understood, greatly enhancing the recruitment experience.

Enhanced candidate experience with AI and chatbots:

Artificial Intelligence (AI) and chatbots, once predominantly used in customer service, are now making their mark in HR. These technologies can provide instant responses to candidate inquiries, guide them through the application process, and even assist in the initial screening process. This not only improves efficiency but also enhances the candidate experience.

Utilizing data analytics for talent acquisition

Data analytics, a cornerstone of digital marketing, is being actively utilized in HR. By analyzing data from various digital channels, HR professionals can gain insights into the effectiveness of their recruitment campaigns, understand where the best candidates come from, and refine their strategies accordingly. This data-driven approach enables a more targeted recruitment process, saving time and resources.

Conclusion

The 2024 digital marketing landscape in HR is vibrant and full of potential. By embracing these emerging trends, HR professionals can not only stay ahead in the talent market but also contribute significantly to building a strong, cohesive, and engaged workforce. The future of HR lies in its ability to effectively integrate digital marketing strategies, creating a more dynamic, responsive, and candidate-centered approach to talent management.

The author of this article is iXceed Solutions director & co-founder Yogita Tulsiani.

January 17, 2024
AdGlobal360 welcomes The BlueBeans to its fast growing family

Mumbai: Adglobal360, a MarTech service provider, has announced strategic alliance with The BlueBeans (and The Blue Digit), with a vision of powering its tech & data solutions with creative human strategies.

The alliance comes after five years of successful working relationships between the two companies on clients like Rivigo, DTDC, etc., aiming to deliver high-quality digital customer experience services for its clients and consumers. After careful consideration by both companies, the relationship is now cemented to produce a more comprehensive environment for the teams to bring dynamic growth for client partners. The alliance will benefit both Adglobal360 and The BlueBeans (with The BlueDigit) as they work towards setting innovative archetypes in the marketing technology industry.

Commenting on the partnership, Adglobal360 founder & CEO Rakesh Yadav said, “We are excited about adding The BlueBeans to our family, as it would humanize AGL’s digital offerings and provide our clients robust, tech-driven, and functional marketing strategies that help generate higher ROIs. With BlueBeans, we will be able to expand our expertise to serve a much wider set of clients, offering cutting edge MarTech tools and services to a segment that remains untouched.”

The BlueBeans co-founder Nikita Burman added, “We are delighted to collaborate with Adglobal360 to expand our portfolio in multiple industry sectors. The partnership offers us and our people an opportunity to learn, grow and leverage our strengths in the industry with technology at its forefront. We believe that this integration will add higher value for our clients together.”

The strategic alliance between Adglobal360 and The BlueBeans adds to AGL’s vision of accelerating its footprint in the Indian market. With the collaboration, the two companies will become leaders in creative and specialized martech solutions, offering a diverse spectrum of clients with result-oriented digital strategies that drive results. Headquartered in Gurugram, AdGlobal360 presently has 8 branches across the globe with a diverse strength of 1000 plus employees. AGL joined the coveted Hakuhodo International Family in 2020.

January 17, 2024
Disha Parmar & Rahul Vaidya use ‘Pampers Premium Care ‘diaper for their baby

Mumbai: India’s one of the diaper brands, Pampers, from the house of P&G, is worn by millions of babies every day, ensuring happy bottoms, happy babies, and happy parents across India. The company launched the new and improved Premium Care range of diaper pants, which has been voted by Moms across India as the #1 softest and #1 all-in-one diaper.

Choosing the right diaper is one of the most important decisions a new parent makes, as babies spend the majority of their day in diapers, often more than they spend in their parents’ arms.

Moms and Dads are always concerned about the baby’s skin and comfort. They want a diaper in which the baby can play and move comfortably all day and sleep peacefully at night. After all, play and a good night’s sleep are very important for a baby’s growth and development.

With its 360-degree cottony softness, the new and improved Pampers Premium Care Diaper is soooo soft, that it makes babies feel like they are wearing nothing at all, while getting all the benefits of the all-in-one diaper. It has an inbuilt anti-rash blanket and lotion with aloe vera to protect the baby’s delicate skin from rashes. While the 10 million micropores in each diaper allow the baby’s skin to breathe; the double protection via cuffs at the thigh area and magic gel offers up to 100 per cent leakage prevention keeps the baby dry all-day and night. The diaper absorbs 2x faster than any ordinary diaper. And when it’s time to change, the wetness indicator turns from yellow to blue!

Every feature of the diaper is developed and designed to enable parents to have a worry-free and easy diapering journey for their little ones.

Talking about this latest innovation, Procter & Gamble India vice president & category leader Babycare Chetna Soni said “ At Pampers, we strongly believe in learning from our consumers and creating products to ensure that both babies and parents have a happy diapering experience. As a result, over the years, we have been able to deliver on diverse consumer needs and create innovations which offer unmatched superior performance. When we spoke to parents, they shared with us that they seek a diaper that helps their baby play and move in daytime and have restful sleep at night, protecting their skin from any rashes or discomfort. This led to the launch of the new and improved Pampers Premium Care Diaper Pants.

With 360-degree softness and a host of other features, it is so soft and comfortable that babies will feel that they are wearing nothing at all while getting all the benefits of our newest all-in-one diaper. Our unwavering commitment to addressing parental concerns and continuous innovation has solidified Pampers as the #1 diaper brand, in India and globally, nurturing happy and healthy babies.”he added.

The launch event titled ‘India’s Softest Experience for Parents & Babies’ was attended by a celeb couple and new parents Disha Parmar and Rahul Vaidya, as well as other influencers, mommy communities and Pampers moms. Attendees enjoyed the first of its kind multi-sensory experience which included a ‘Diaper Walk’ showcasing every feature and technological innovation in detail to parents, to introduce them and assure them of Pampers’ superiority and innovations. This touch-and-feel experience curated by Pampers allowed parents to feel first-hand the softness of the new diapers and experience the different benefits.

There was also a 360-degree immersive audio-visual experience sharing the story of the brand and a play area created for toddlers and infants in partnership with Skillmatics, an innovative toy and game company dedicated to developing learning and play experiences for children of all ages.

Popular TV Actress and new Mom Disha Parmar. said, “As parents, we only want the best for our little Navya. Her skin is so soft and vulnerable at this stage that even the slightest discomfort can make her break out in a rash. We have been using Pampers Premium Care diapers from day 1, right from the hospital when she was born, and it has been our constant companion. It is so soft and ensures there is no leakage. Navya is at a stage when she is becoming very active. Our key priority is to ensure she can play and move around with utmost comfort. She happily spends her full day in the Pampers Premium Care diaper. Watching her comfortable all day and starting to be so active and playful when in her diaper, makes us truly feel like she is wearing nothing at all with Pampers Premium Care, while getting all the benefits of this amazing diaper.”

New dad, singer and host Rahul Vaidya added, “Both Navya and I enjoy diaper changing time. The new and improved Premium care diaper is sooo soft with its 360-degree cottony softness, that does not just protect her skin but also makes it a pleasurable experience for me when I change her diapers. I also love the wetness indicator. The moment it turns from yellow to blue, I know it’s time for a change, making diapering duty so easy especially for a first-time parent. Navya is playful and comfortable all day in them and as new parents, we couldn’t have asked for more.”

January 17, 2024