Category: MAM

Quaker welcomes Kiara Advani and Sidharth Malhotra as brand ambassadors

Mumbai: Quaker, a trusted name and pioneer in the oats segment, proudly announces the addition of celebrity power couple, Kiara Advani and Sidharth Malhotra, as its newest brand ambassadors. This momentous collaboration signifies the fusion of Quaker’s 145-year legacy in advocating the ‘goodness of oats’ worldwide with the contemporary influence and appeal of Kiara and Sidharth.

The brand has been dedicated to delivering their valued promise of bringing oats to more people in more delicious ways and has pioneered innovative ways to uphold this commitment. As a modern nutrition brand offering a diverse range of oats-based options, Quaker continues to redefine how oats are embraced, establishing them not just as a breakfast choice but as versatile ingredients for a variety of tasty and nutritious meals.

Relaying her excitement, Kiara Advani, commented, “Oats have been a constant part of my diet, a delightful addition that I truly love. They’re my morning and evening essential, a wholesome choice with nutritious energy. Partnering with Quaker resonates with my belief in maintaining a balanced lifestyle without compromising on taste. I’m excited to collaborate with Quaker to highlight how oats, with their inherent goodness, effortlessly elevate everyday meals, making conscious eating both convenient and delicious.”

“Teaming up with Quaker feels like the perfect match, as oats have long been my go-to to get an energized start to the day. When it comes to a speedy, wholesome meal, they are my top pick; quick to make and filled with goodness. I look forward to showcasing how these versatile oats seamlessly fit into anyone’s schedule, transforming mindful eating into a delightful journey.” expressed Sidharth Malhotra.

In her remarks on the announcement of Kiara and Sidharth as brand ambassadors, PepsiCo India associate director and category lead – Quaker Sravani Babu said, “With Kiara Advani and Sidharth Malhotra joining the Quaker family, their vibrancy, relatability, and commitment to a balanced lifestyle complement Quaker’s ethos perfectly. Kiara’s vivacious energy and Sidharth’s active lifestyle resonate with today’s generation, making them influential advocates for a wholesome way of living. Their shared values align seamlessly with Quaker’s mission, enhancing the brand’s endeavour to inspire individuals to embrace oats as a delicious and beneficial dietary inclusion. Together, Kiara and Sidharth bring not only star power but also an authentic passion for wellness, making them ideal ambassadors to further champion the ‘goodness of oats’ message.”

The new brand ambassadors will play a pivotal role in forthcoming campaigns and launches, engaging audiences in the oat-a-licious journey.

December 22, 2023
SG Sports awards mandate for SG Mavericks Kites & Bengaluru SG Mavericks to Buffalo Soldiers

Mumbai: In a new chapter in sports marketing, creative agency Buffalo Soldiers has teamed up with SG Sports to boost the branding and social media presence of their elite tennis teams: SG Mavericks Kites and Bengaluru SG Mavericks.

The SG Mavericks Kites set to play at the Meteora World Tennis League (Season 2) in Abu Dhabi are prepped for an electrifying tournament. With stars like world number 2 and Australian Open 2023 winner Aryna Sabalenka, Spanish sensation Paula Badosa, Bulgarian dynamo Grigor Dimitrov, and world number 6 Stefanos Tsitsipas, the team is poised for a spectacular showcase of tennis prowess.

Buffalo Soldiers’ role in amplifying this excitement through innovative digital strategies is pivotal. Buffalo Soldiers co-founder & head of delivery Arnab Kundu of is enthusiastic about the partnership said, “Tennis is a sport that thrives on passion and precision, much like our approach to branding. We’re thrilled to bring our digital expertise to SG Sports’ teams, promising to create a buzz that resonates with tennis fans worldwide.”

On the other hand, Bengaluru SG Mavericks, fresh from their victory at the Tennis Premier League Season 5, are a testament to Buffalo Soldiers’ successful branding strategies. The agency’s involvement in crafting their online persona played an integral role in building momentum and fan engagement.

Owner of SG Sports Rohan Gupta is confident in Buffalo Soldiers’ abilities and said, “Our teams have incredible talent, and we needed a partner who could match that with equally impressive branding skills. Buffalo Soldiers was the obvious choice, and they have delivered beyond our expectations.”

This collaboration highlights Buffalo Soldiers’ diverse capabilities in handling sports branding, a domain that demands dynamism and innovation. Their work with SG Sports’ tennis teams and their chess team SG Alpine Warriors is a showcase of their ability to blend creative storytelling with sports enthusiasm.

Buffalo Soldiers’ strategy involves not only highlighting the teams’ achievements but also creating an engaging narrative that connects with the audience on a deeper level. It’s about bringing the thrill of the game to the forefront, making each match an experience to remember.

As SG Maverick Kites gear up for their upcoming tournament and Bengaluru SG Mavericks bask in their recent triumph, Buffalo Soldiers are ready to serve up some ace branding and digital play.

December 22, 2023
For Circa 2024, 87 per cent expecting better year: Ipsos Global Predictions 2024

Mumbai: Ipsos Global Predictions for 2024 shows a positive outlook emerging for the year 2024 with 87 per cent urban Indians and 70 per cent global citizens predicting it to be a better year.

And 8 in 10 urban Indians (84 per cent) say they are willing to make personal resolutions and specific changes for themselves in 2024. And 85 per cent Indians are also hopeful of the global economy doing better in 2024.

2023 was a bad year

The local and global verdict on the year 2023 shows a great deal of disappointment, with 65 per cent of urban Indians pronouncing it a bad year for India and 64 per cent calling it a bad year for them and their family. 70 per cent global citizens felt it was a bad year for their country and 1 in 2 global citizens (53 per cent) felt it was a bad year for them and their family.

The markets unhappy with 2023 were Argentina (88 per cent), Sweden (84 per cent), Turkey (84 per cent), Great Britain (per cent), Portugal (82 per cent), South Korea (82 per cent) and Hungary (82 per cent).

The survey captured views of citizens on a host of issues, with their predictions for 2024.

Economy

Most urban Indians expect cost of living to go up, with 71 per cent believing prices in the country will increase faster than people’s incomes.79 per cent global citizens echo similar views

7 in 10 urban Indians (70 per cent) further believe inflation will be higher in 2024 as compared to 2023. 68 per cent urban Indians expect interest rates to be higher in 2024 as compared to 2023. 66 per cent expect unemployment to be greater in 2024 versus 2023.

Technology

Impact of technology in 2024 is likely to be a mixed bag. 61 per cent urban Indians expect artificial intelligence leading to loss of many new jobs in the country. 56 per cent Indians fear their personal data being leaked on the internet in 2024. 67 per cent urban Indians expect doctors in India to use artificial intelligence regularly, to decide on treatments for their patients. Interestingly, 61 per cent urban Indians believe in 2024, robots will look, think and speak like humans. The biggest upside, 65 per cent urban Indians polled believe artificial intelligence will lead to many new jobs being created in the country. And 57 per cent urban Indians plan to use social media less in 2024.

Environment

Climate change has been wreaking havoc around the globe.

In 2024, 65 per cent urban Indians expect more extreme weather events in the country than seen in 2023. 60 per cent Indians also fear a natural disaster hitting a major city. And 70 per cent urban Indians expect the average global temperature to increase.

At the same time 67 per cent urban Indians polled expect the govt to introduce more demanding targets for reducing carbon emissions quickly in 2024. While 63 per cent urban Indians expect more restrictions to be introduced to reduce the amount people drive in their cars in the country.

Society

Predictions for 2024 are optimistic. 71 per cent urban Indians expect women to be paid the same as men for the same work. 71 per cent expect India to win more medals in the 2024 Summer Olympics than the last one. 66 per cent Indians believe people in the country will become more tolerant of each other.

69 per cent urban Indians predict office workers spending more time in the office than at home, in 2024. 86 per cent Indonesians held this view, 78 per cent Malaysians and 76 per cent Chinese.

63 per cent Indians expect the level of immigration into the country to increase in 2024. Markets predicting the most influx included Portugal (87 per cent), Turkey (82 per cent), Singapore (82 per cent) and Italy (79 per cent).

And 1 in 2 Indians (53 per cent) expect the total size of the population of the country to fall in 2024. For a country that has become the world’s most populous nation.

Ipsos India CEO Amit Adarkar said, “Majority of our citizens have a positive outlook for 2024, predicting it to be a better year for them. Though they are bracing themselves up for a tougher year in terms of inflation, rising prices, higher interest rates and higher unemployment. Year 2023 was a bad year is the majority verdict. The year saw many upheavals due to inflation, rise in prices of essential commodities, yo-yo of fuel prices, drought and floods and violence in certain parts of the country. The predictions for 2024 hinge a lot on optimism, of office workers going more often physically to work, govt taking stringent measures to reduce the carbon footprint, pay parity of women with men doing the same work, citizens becoming more tolerant of one another and India bagging more medals in its kitty in the summer Olympics. AI is expected to stave off some jobs and create new ones, so this will put a lot of emphasis on reskilling. Cautious optimism is the approach for 2024, as there is also fear of a new more severe pandemic and natural disasters.”

About the study

These are the results of a 34-country survey conducted by Ipsos on its Global Advisor online platform and, in India, on its IndiaBus platform between Friday 20 October to Friday 3 November, 2023.

For this survey, Ipsos interviewed a total of 25,292 adults aged 18 years and older in India, 18-74 in Canada, Malaysia, New Zealand, South Africa, Turkey, and the United States, 20-74 in Thailand, 21-74 in Indonesia and Singapore, and 16-74 in all other countries.

Africa, Turkey, and the United States, 20-74 in Thailand, 21-74 in Indonesia and Singapore, and 16-74 in all other countries.

Read the full report here:

https://www.ipsos.com/en-in/optimism-rife-among-urban-indians-circa-2024-87-expecting-it-be-better-year-ipsos-global-advisor

December 22, 2023

SOCIAL’s partnerships with Netflix and Spotify with a vision to bring people together

Mumbai : SOCIAL, India’s neighbourhood café announced its partnerships with global entertainment giants, Netflix and Spotify, with the vision to bring people together over their shared love for music, friendship and communities.The collaborations leverage SOCIAL’s offline presence pan-India to tap into emerging trends and deliver never seen before experiences that blend entertainment, dine in, and tech innovation.

Spotify X SOCIAL: Marrying Music and Mixology

Ahead of Spotify’s moment in the year, it has announced an exclusive partnership with SOCIAL unveiling special #SpotifyWrapped cocktails at select SOCIAL outlets. Guests are invited to bring their gang, showcase their listening personality card on the Spotify app to the server, and receive a custom personality cocktail. As an added bonus, patrons can savour these signature cocktails on the house!

#DisconnectToConnect with Netflix

In partnership with Netflix, SOCIAL Offline is set to launch a campaign centred around the film”Kho Gaye Hum Kahan.” Embracing the theme of “Disconnect to Connect,” this campaign will unfold across 41 outlets in key cities including Mumbai, Delhi NCR, Chandigarh, Bengaluru, and Pune. Patrons can anticipate a fusion of cinematic and culinary experiences as they engage with the #DisconnectToConnect challenge. As part of the challenge, guests who dine in at a SOCIAL outlet need to keep their phones inside a locked box for an hour, in an effort to inspire people to make real life connections with the ones around them. Resilient winners who manage to not use their phones during this time and engage with each other over fun and games, get to win a portion of shareable “Friendship Fries” on the house.

Commenting on the partnerships, Impresario Entertainment and Hospitality Pvt. Ltd chief growth officer Divya Aggarwal said, “Building quality partnerships that focus on synergies and impact are key to the growth of SOCIAL as a brand. The recent initiative with Netflix and Spotify doubled down on our commitment to reinvent and liven the social experience. From the enticing ‘Disconnect to Connect’ campaign with Netflix to the exciting #SpotifyWrapped Cocktails, we’re excited about working with collaborators and brands who want the audience to break free and embrace the extraordinary.”

#SpotifyWrapped outlets will be available at:

City	Outlet
Mumbai	Khar SOCIAL
New Delhi	Civil Lines SOCIAL
	Hauz Khas SOCIAL
	Saket SOCIAL
Bengaluru	Koramangala SOCIAL
Bengaluru	Indiranagar SOCIAL
Kolkata	Park Street SOCIAL

*The free #SpotifyWrapped cocktails will be available until 25 December 2023, and the #SpotifyWrapped menu will be available till 31 December 2023

#DisconnectToConnect will be active in following outlets:

City	Outlet
Mumbai	Carter Road Social
	Colaba Social
	Nesco SOCIAL
	Versova Social
	Goregaon Social
	Chembur Social
	Vashi Social
	Thane Social
	Vikhroli Social
	Capital Social
	Dadar Social
	Malad Social
	Powai Social
	New Cuffe Parade Social
	Nesco Social
	Ghatkopar social
	Khar Social
	Palladium Social
Delhi-NCR	Dwarka Social
	Nehru Place Social
	Cyber Hub Social
	Vasant Kunj Social
	Noida Social
	Aero City Social
	Civil Lines Social

IFC Social Gurgaon

	Sector 85 Social
	Saket Social
	Hauz Khas Social
Bangalore	Whitefield Social
	Churchstreet Social
	Koramangala Social
	Sarjapur Social
	Indiranagar Social
	New Bel Road Social
	Hebbal Social
	Nagavara Social
Pune	Viman Nagar Social
	FC Social
	The Mill Social
	Koregaon Park SOCIAL
Chandigarh	Sector 7 Social
Chandigarh	Elante Social

The #DisconnectToConnect campaign will run from 20 December 2023 to 4 January 2024 excluding 24 December 2023 and 31 December 2023

December 21, 2023

Asian Paints declares Ultima Protek the ultimate home lamination paint

Mumbai: In the pursuit of creating their beautiful homes, consumers seek a perfect & durable solution. For their home exteriors, they search for an effective paint that will protect it from severe weather & dust. Asian Paints is a brand that is synonymous with beautiful homes & has been consistently offering innovative solutions. Its revolutionary exterior wall paint Ultima Protek stands out as the ultimate ‘lamination paint’, offering the toughest of protection against severe rain, sun and dust.

With this new ad, Asian Paints reinforces the positioning that Ultima Protek is the best lamination paint. Featuring popular southern actor and comedian Sathish Muthukrishnan as ‘Chandru,’ the advertisement humorously showcases the exceptional features of Ultima Protek. The ad also highlights the cutting-edge Lamination Guard Technology which makes it the top choice for consumers.

Conceptualised by Ogilvy India, the TVC features the main lead, Chandru, a proud homeowner who recently painted his home with lamination paint, Ultima Protek. The film showcases various seasons, where neighbours approach him marvelling at his home’s stunning appearance after facing severe weather conditions. From scorching summer heat to incessant monsoon rains and heavy storms and dust, no matter what the home keeps shining. As the house stands firm and undamaged, and each neighbour is impressed in every situation, Chandru can’t wait to share the name of his lamination paint. However, every time he tries to reveal the name, a neighbour says it first. Everyone spontaneously states that he’s used lamination paint, Ultima Protek. With admiration, each neighbour refers to him as ‘Super Chandru.’

Speaking about the new Ultima Protek TVC, Asian Paints MD, and CEO Amit Syngle shared, “Our core concept for Ultima Protek comes from the simple insight that people laminate items they cherish. They do so to protect and extend their lifespan. Homes are one of our dearest possessions. This led to our consistent communication over the years about Ultima Protek as the best ‘lamination protection for your walls. This has resulted in consumers specifically asking for ‘lamination paint’, which is exactly what Ultima Protek delivers. In line with this messaging, our new TVC underlines the essence of lamination protection through the relatable narrative of ‘Super Chandru’. The ad film further solidifies Ultima Protek as the best lamination paint available today for your homes.”

Ogilvy India Chief Strategy Office Prem Narayan added, “Consumers in the region associate ‘lamination paint’ as a convincing barrier against adverse weather. Past campaigns made lamination paint benchmark for exterior paint. Adding to the same, the new campaign strengthens the association of Asian Paints Ultima Protek with ‘lamination paint’.”

With Ultima, Protek comes with a ten-year performance warranty. Homeowners can rest assured that their cherished homes will be protected from rain, heat, and dust for years to come with Ultima Protek.

December 21, 2023
Interactive Avenues wins e-commerce mandate for TTK Healthcare

Mumbai: Interactive Avenues, the digital arm of IPG Mediabrands India has secured the e-commerce mandate for TTK Healthcare, a diversified conglomerate with a wide range of healthcare and FMCG products. The account was won by the agency following a multi-agency pitch process and will be handled from their Chennai office.

Interactive Avenues will be responsible for elevating TTK Healthcare’s e-commerce presence and increasing sales across key marketplaces and quick commerce platforms. Their mandate includes e-commerce strategy, content creation, media activation, catalogue management, and more.

Commenting on the association, TTK Healthcare DGM – digital marketing & ecommerce Arjun Siva said, “We are delighted to appoint Interactive Avenues as our ecommerce agency. We’re confident their proven digital expertise will help us drive growth and efficiencies across ecommerce platforms, especially for our brands Skore & MsChief in the sexual pleasure category and Eva, our personal enhancement brand.”

Interactive Avenues EVP south Aparna Tadikonda added, “TTK Healthcare has significantly contributed to the advancement of India’s FMCG & healthcare ecosystem for over 6 decades, and is also a pioneer of the condom industry in India. We are thrilled to be working with them. We will focus on delivering a seamless customer journey and driving digital growth powered by our proprietary data-driven frameworks and tools.”

December 21, 2023
ESS Global partners with Shahrukh Khan’s Film ‘Dunki’ for an unprecedented collaboration

Mumbai: ESS Global, a renowned name in the immigration industry, is thrilled to announce its exclusive partnership with the highly anticipated film ‘Dunki’, starring the legendary Shahrukh Khan. This collaboration marks a significant milestone for both ESS Global and the film industry, as it brings together the expertise of ESS Global as legal and leading immigration experts and the captivating storytelling of Shahrukh Khan on the big screen.

‘Dunki’ is an enthralling film that explores the journey of a young immigrant and the challenges they face while pursuing their dreams. Through this partnership, ESS Global aims to shed light on the importance of immigration and the diverse experiences of individuals who embark on this life-changing journey. The film’s release on 21 December 2023, will undoubtedly captivate audiences worldwide, offering a unique and thought-provoking cinematic experience.

According to a spokesperson from ESS Global, “We are extremely proud to partner with Shahrukh Khan’s ‘Dunki’. This collaboration not only showcases our commitment to supporting legal immigrants but also highlights the power of storytelling in inspiring and creating awareness about the struggles faced by immigrants. We believe that ‘Dunki’ will not only entertain but also foster empathy and understanding among the audience, encouraging a more inclusive society.”

December 21, 2023
Singapore Tourism Board collaborates with Ananya Panday to throw light on the city’s unique

Mumbai: The Singapore Tourism Board (STB) has partnered with Bollywood actress Ananya Panday to showcase unique and surprising experiences that can only be ‘Made in Singapore’. Audiences will soon be able to watch Ananya in a 4 episode vlog series that promises to unveil a new, exciting and fun side of Singapore that will entice them to travel to the city. The series will shed fresh light on the city where ordinary experiences are made extraordinary in much unexpected ways.

Talking about the partnership, Ananya Panday said, “I have a great love for travelling, especially when it involves exploring hidden gems, discovering a different side of the city, and indulging the foodie in me. My recent adventure in Singapore was truly remarkable, providing unique experiences that made it an unforgettable journey that was truly one for the books. Each day allowed me to rediscover the beauty of this versatile destination and also reconnect with myself in the process. And I can’t wait to visit again soon.”

Singapore Tourism Board (STB) regional director, India, Middle East, South Asia & Africa GB Srithar on collaborating with Ananya said, “Singapore continues to be a top of mind destination, offering a rich tapestry of unique, exciting and memorable experiences to diverse travel segments, including the millennials. We are happy to collaborate with youth icon Ananya Panday as she explored Singapore’s refreshed and renewed experiences through an engaging travel vlog series. This series is an invitation to rediscover passions, reconnect with yourself, and create lasting memories. On any planned holidays, there are unscripted moments that make the holiday truly exhilarating. Singapore offers many moments to just immerse oneself and have fun. We hope Ananya’s vlog series inspires travellers to visit us soon and come to experience extraordinary offerings that can only be ‘Made in Singapore’.”

December 21, 2023
DRIM Global’s 2023 growth sets the stage for ambitious 2024 ventures in marketing: Yulia Aslamova

Mumbai: In the dynamic sphere of marketing, there is a singular name that serves as the guiding light – DRIM Global. With a collaboration of innovation, results, and a mission for success DRIM flourished in the year 2023 standing tall as a testament to the dedication to refining the influencer marketing landscape. 2023 reverberated with milestones, accolades, and a continued focus on a performance-driven approach for influencer marketing campaigns.

Revenue Boost

At the core of DRIM’s triumphs lies the success mantra – a 30 per cent surge in revenue in comparison to the year 2022. Innovation and the promise to deliver unparalleled results come into play as they root themselves deep into the performance marketing landscape.

Partnerships with Varying Ventures

In the pipeline of success lies the association with industry stakeholders – welcomed aboard were Myntra, Flipkart Health Plus, Urban Company, Medibuddy, and Skillmatics. In addition, their coalition with established names such as Domino’s, KFC, McDonald’s, Swiggy Instamart, Bankbazaar, Homelane Borzo, and WeFast also bore fruits of dedication and endurance.

Taking calculated steps and prudent business decisions, DRIM Global’s expertise was extended to cover new segments such as BFSI, Home Interiors, Medicine and Pharmaceuticals, Food Delivery Service Aggregators, and Educational Toys (Skillmatics).

Accolades and Acknowledgments

In the unwavering pursuit of excellence, DRIM was bestowed with prestigious Gold at Maddie’s 2023 for counting over 25,000 orders via an influencer–backed performance marketing campaign for McDonald’s South. DRIM Global has previously won the M3 awards, Brand Equity Influencer Marketing Awards, and IMA South, gathering testaments to the unwavering commitment to excellence.

Media Limelight

Amidst the awards and recognitions, the media landscape captured DRIM’s innovative campaigns. It reached across the corridors capturing a space in The Economic Times, Financial Express, The Times of India, HT Mint, Adgully, Social Samosa, Exchange4Media, Media News4U, and Business World Marketing. These coverages in black and white amplified the impact across the various industries involved.

Historical Milestone: CosmoFest presented by Forbes India

CosmoFest presented by Forbes India was a milestone that DRIM made history with in the year 2023. In today’s age, the consumer-centric approach adopted by the brands was a major topic for discussion taken up by Yulia Aslamova, the head of Asia at DRIM alongside Amitkumar Banka from Swiggy, delving deeper.

The audience got an opportunity to witness industry experts bust some myths around influencer marketing via an interactive session by DRIM’s Anwesha Sarker, head of growth, during the illuminating session – DRIM ConQuest. In addition, a delightful conversation about “The Power of Star Creators” took place among top-tier influencers – Divyanshi Singh, Vaibhavi, Vaishnavi, and Aditi elaborating on expediting brand growth.

In-depth trend-spotting strategies were discussed for influencer marketing and brand building by Shreya Sachdev, the CMO at PUMA India. Matching the celebration vibes of influencer impact, Arpan Biswas, head of marketing at AJIO introduced a note of caution. He reiterated the fact that AI is an interesting new entrant in marketing and brings an aspect of novelty but is incapable of swapping human connections fostered via real emotions – finally authenticating influencer-brand relationships.

Commitment towards Society

Beyond gaining the limelight, DRIM Global is committed towards the empowerment of women by offering them the opportunity to return to the workforce. They consciously focus on hiring and training eligible women candidates in the field of influencer marketing. This free training and certification highlights the values of empowerment and inclusivity that the organization stands up for in society.

Vision 2024: Sketching the Future Landscape

With the calendar pages reaching the mark of closure, DRIM looks forward to the next year with well etches plans to expanding its horizons. The visionary goal to double the revenue and increase the team strength by 30 per cent in 2024 mirrors their commitment to scaling up to match an upscaling graph in influencer marketing.

Ending 2023 on a strong note, DRIM Global cements it’s presence as the torchbearer of the performance-driven influencer marketing marathon. DRIM’s vision is a promise and a demonstration to bring in a platter of opportunities. In the symphony of marketing narratives, DRIM’s commitment remains to be a tale of innovation, influence, and a relentless pursuit of redefining the status quo.

December 21, 2023
PNB MetLife Junior Badminton Championship surpassed its own 2022 record

Mumbai: PNB MetLife Junior Badminton Championship (JBC) has concluded its seven editions achieving a record recognised by the World Record Certification Agency (WRCA). The seven editions secured the title of the ‘Most kids participating in a Badminton Championship in multiple cities,surpassing its own record set in 2022.

Launched in 2015, PNB MetLife JBC has evolved into one of the nation’s annual open platforms for young badminton enthusiasts, engaging over 41,000 participants in more than 28,000 matches over the past 7 editions. MetLife JBC, contributing to the growing anticipation around the event each year.

Journeying right from its humble beginnings in 2015 across four cities, the championship has expanded exponentially, covering 10 cities in the latest 7 edition. The anticipation builds annually as players and badminton enthusiasts eagerly await this event, contributing to its growing popularity. The 7 edition witnessed extraordinary participation of 8257 young champions, reflecting the championship’s commitment to fostering badminton talent at the grassroots level.

Asian Games Gold Medallists as Mentors: The 2023 edition saw the inclusion of Asian Games gold medallists, Chirag Shetty & Satwik Rankireddy, who have recently been nominated for the Khel Ratna as PNB MetLife JBC mentors. Their invaluable guidance and expertise significantly contributed to the championship, inspiring young talents to aim for excellence and enhancing the event’s prestige.

Beyond records and numbers, JBC remains a significant platform for aspiring young badminton players. Initiatives like the JBC Boot Camp, an online badminton academy offering tutorial videos by renowned coaches and badminton players, including U. Vimal Kumar, Vijay Lancy, Anup Sridhar, and JBC Mentors Satwik & Chirag covering topics such as badminton techniques, mental ability, fitness, and nutrition. These tutorial videos from badminton stalwarts, provide young athletes professional training across three levels – Basic, Intermediate, and Advanced.

Another initiative introduced was the JBC Virtual Dugout. This initiative was launched during Covid-19 that gave young shuttlers an opportunity to directly connect with the top badminton players and experts from the safety of their homes and seek advice and tips on how to stay fit and practice their skills to come-back strong post lockdown. These experts also encouraged the young athletes to ‘Eat Right, Play Hard’ and offered advice on how to retain focus and mental strength.

PNB MetLife MD and CEO Ashish K Srivastava expressed, “The PNB MetLife Junior Badminton Championship has evolved into a catalyst for talent development in badminton, nurturing emerging athletes into future stars. The extraordinary feat of securing the World Record for the highest number of participating kids in a badminton championship for two consecutive years underscores our commitment to shaping the future of badminton in India. As we look ahead to future editions, our focus remains on promoting sports and youth development on a broader scale, actively contributing to the growth and well-being of young athletes across the country.”

PNB MetLife head of marketing Sourabh Lohtia added, “As we celebrate the success of the 7 edition of JBC, our commitment to expanding its reach and impact in the future remains strong. The journey from a modest 300 registrations in 2015 to shattering the world record with 8255 participants in the 2023 edition illustrates the escalating interest from aspiring shuttlers, emphasising the prominent standing PNB MetLife JBC has achieved. We are confident in the continued success of JBC and anticipate even larger participation from young shuttlers in future editions.”

Rewarding Excellence: In the 7 seasons, Rs 30 Lakhs were awarded to the young champions across 10 cities. Furthering the mission to safeguard and empower Indian aspirations at the world stage.

Overview of PNB MetLife’s JBC Journey:

· 2015: Launched with 4 cities, witnessing over 3000 registrations.

· 2016: Expanded to 8 cities, with 5500 registrations.

· 2017: Reached 10 cities, with over 5800 registrations.

· 2018-2019: Continued growth, expanding to 10 cities and attracting over 8000 and 9500 registrations respectively.

· 2019: JBC Boot Camp launched, offering online training modules by renowned coaches and players.

· 2022: Expanded reach to 12 cities, attracting over 8000 registrations.

· 2023: Covered 10 cities, attracting 8257 participants.

· Overall: Since inception in 2015, PNB MetLife JBC has engaged over 49,000 participants, with over 34,000 matches played.

PNB MetLife believes that physical fitness is as important as the fiscal fitness of individuals.

As PNB MetLife continues its journey to promote badminton, the 7 edition of JBC stands as a testament to the championship’s evolution and its pivotal role in shaping the future of Indian badminton.

December 20, 2023