Category: MAM

Royaloak Furniture unveils ad campaign #FeelNahiAarahaHain this festive season

Mumbai: Royaloak Furniture, a furniture brand has launched a captivating ad campaign that has unquestionably resonated with the masses. Entitled #FeelNahiAarahaHain, the ad film emphasises Royaloak Furniture’s regal furnishings consisting of their sofa to enhance this year’s festive atmosphere in one’s home. The ad campaign masterfully captures the idea of upgrading one’s furniture during this festive season, with a focus on #getthefeelwithroyaloak. In its simplest form, the ad conveys that having the right furniture is essential for elevating the festive spirit and celebration. This well-timed campaign coincides with the brand’s ongoing festive season sale, offering a great festive sale with up to 70 per cent off.

As the festive season approaches, it offers us a wonderful opportunity to celebrate not only joy and togetherness but also to upgrade one’s space. This heartfelt ad campaign, crafted with love, beautifully communicates the significance of festivals, family, and health, all in one harmonious message. Furthermore, in celebration of the festive season in India, Royaloak Furniture has rolled out its latest furniture and home decor collections, featuring popular items like recliners, three-seater sofas, and dining sets, all at incredibly competitive prices as part of their great festive sale, available at all stores across the nation as well as their e-commerce portal royaloakindia.com.

Royaloak Furniture founder and chairman Vijai Subramanian said, “At Royaloak Furniture, our commitment is to provide the very best to our valued customers. This strategically timed campaign during our festive sale complements our festive offerings and reinforces our dedication to enriching the lives of our customers. Our objective is to create lasting, cherished memories through our exquisite furniture and decor, particularly during festive occasions, thereby offering a holistic experience. As we continue to build upon the remarkable success of our affordable luxury furniture, we eagerly anticipate the exciting journey that lies ahead.”

Royaloak Furniture’s #FeelNahiAarahaHain campaign has struck a chord with the masses, inspiring individuals to upgrade their furniture and create a warm and inviting atmosphere for this festive season. With unbeatable discounts and a wide selection of top-quality furniture, Royaloak Furniture is the perfect partner to help you make this festive season truly unforgettable.

November 21, 2023
Better Body Bombay (bbb) unveils personal care ranges for the ultimate spa experience

Mumbai: Better Body Bombay (bbb), the quintessential personal care brand is thrilled to announce the launch of seven exotic personal care ranges that promise a rejuvenating and pampering experience for all.

As a clean beauty brand committed to offering consciously curated products tailored to the Indian skin type, bbb has established itself as a trusted name in the realm of personal care. With a vision to provide holistic care from head to toe, bbb has introduced these new ranges to cater to the diverse needs of its discerning customers.

“Each of our new ranges is a celebration of Bombay’s rich culture and diverse landscapes, encapsulated in a bottle. We believe that self-care should be an indulgent experience, and our products are designed to make you feel pampered and rejuvenated,” said bbb CEO Sandeep Saxena.

The milk & forest honey range offers a delightful blend of milk and forest honey, enveloping you in a comforting embrace reminiscent of sunny days and sweet nostalgia. Meanwhile, the Aloe Vera & Coconut range nourishes your skin, leaving it supple and deeply moisturised, as if drenched by the soothing rains.

For those seeking to revitalize their hair, the Onion range provides the perfect solution, infusing your locks with the revitalizing potency of onion extract. The Tea Tree & Kaffir Lime range purifies and uplifts with its botanical medley, evoking the sounds of the woods and the freshness of nature.

Calm By The Sea, bbb’s Lavender & Chamomile range, transports you to a tranquil oasis of calmness after a hectic day, while the Blood Orange range energises your senses with its invigorating aura.

Lastly, the Pistachio & Argan Oil range offers pure goodness in the form of nourishing argan and pistachio oils, ensuring an instant boost that uplifts your spirits and prepares you for the day ahead.

At bbb, the launch of these new personal care ranges is a testament to their unwavering commitment to providing quality products that cater to diverse needs while promoting self-care and self-indulgence.

November 21, 2023
Nykaa strengthens its dermo cosmetic portfolio with the addition of CeraVe

Mumbai: Nykaa, India’s most preferred beauty and skincare destination, is proud to announce the expansion of its dermo-cosmetic portfolio with the addition of CeraVe, the dermatologist-recommended brand in the US. This addition reinforces Nykaa’s commitment to becoming the go-to destination for dermo-cosmetic brands, offering a comprehensive platform for Indian health seekers to access expert solutions, book dermatological consultations, and conveniently purchase dermatologist-recommended products.

Nykaa’s dermo-cosmetic portfolio extends beyond CeraVe, featuring 25 renowned brands such as Cetaphil, Sebamed, Neutrogena, Bioderma, Isdin, and Aveeno, all of which have experienced remarkable growth on the platform. Beyond onboarding brands, Nykaa has taken several innovative steps to establish itself as the foremost dermo-cosmetic destination, and this decision is deeply rooted in consumer insights and demands. The website and app feature a dedicated dermo-cosmetic environment, providing users with a seamless and specialised shopping experience. Additionally, a dermat-powered chatbot is available to assist consumers with their queries, showcasing Nykaa’s commitment to actively listen to consumer needs and offer valuable information and guidance.

Recognising the importance of community and expert guidance, Nykaa launched CSMS – a specialised four-step routine for Indian skin, created in partnership with 100 dermatologists across 13 cities. Building on the work done with dermatologists, Nykaa launched the Dermat Circle, anchored by some of the country’s leading skincare authorities such as Dr. Kiran Sethi MD, Dr. Aanchal Panth, Dr. Jushya Bhatia Sarin, and Dr. Madhuri Agarwal, to foster a safe space for shared knowledge and expert advice. Nykaa has also introduced the innovative Dial-a-Dermat feature, allowing consumers to easily connect with dermatologists, book appointments, and seek advice directly through the app.

“CeraVe has been one of the most widely requested brands on our platform and we are thrilled to welcome them into Nykaa’s dermo-cosmetic portfolio,” said Nykaa beauty executive director & CEO Anchit Nayar. “This addition made possible through our strong partnership with L’Oréal India and LDB (L’Oréal Dermatological Beauty), reaffirms our dedication to providing a comprehensive platform for dermatological care. The remarkable growth of the dermo-cosmetic category underscores the increasing demand for expert skincare solutions, and Nykaa is proud to lead the way in meeting the evolving needs of the Indian beauty consumer.”

November 21, 2023
Tier one town residents happiest at 86 per cent: Ipsos IndiaBus Happiness Monitor

Mumbai: The Ipsos IndiaBus Happiness Monitor of November 2023 shows at least three in four urban Indians (75 per cent) claim to be happy – a four per cent increase from the previous month. Interestingly, happiness has surged across all parameters used in the survey to gauge happiness.

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Who are the happiest?

Citizens residing in tier1 towns are the happiest at 86 per cent. Followed by tier2 towns (77 per cent), tier3 towns (72 per cent) and least happy were those living in the metros (68 per cent). Retired/ military/ prefer not to answer citizens (80 per cent) are the happiest, followed by full time parents and homemakers (79 per cent), self-employed (77 per cent), students (74 per cent), full/ part time employed (73 per cent) and the unemployed were least happy (53 per cent). SEC A (79 per cent) and SEC C (79 per cent) were happier than SEC B (70 per cent). Those with low education (76 per cent) were happier than those with high education (74 per cent). Interestingly, citizens in west zone were happier (83 per cent) than those in north zone (78 per cent). South zone (69 per cent) and east zone (67 per cent) were comparatively less happy – though both east zone and south zone have witnessed a double-digit increase in happiness levels over October 2023, of 16 per cent and 11 per cent respectively. Women were happier (78 per cent) vis-à-vis men (73 per cent). And students have seen a five per cent drop in happiness in Nov, from the previous month.

Biggest contributors to happiness – what makes Indians happy?

Happiness is not just an emotion or a state of mind. The survey shows happiness manifests in different aspects of life. Across all our happiness waves, family has been the biggest contributor to happiness and in the Nov wave as well, family is the biggest source of happiness (78 per cent), followed by health (72 per cent), friends’ circle (67 per cent), employment/work (67 per cent), colleagues, business associates (65 per cent), neighbours (63 per cent), economic/financial conditions (57 per cent), situation of the country (55 per cent) and situation of the world (51 per cent).

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Elucidating on the findings of the Nov wave of the Happiness Monitor, Ipsos India Group service line leader, public affairs, corporate reputation, ESG and CSR Parijat Chakraborty said, “Happiness levels have surged overall and across cities and demographics in November. From October end to mid-November, it was festival time which is a big mood booster. There are celebrations in the family, cities are decked up to radiate festive fervour, whether it is Durga Puja, Diwali, people wear their best clothes, bond with family and it is the time for shopping and family outings. Tier1 citizens are the happiest as they have the best of both worlds. Good jobs, income and recreation options of big cities, without the pressure of big cities or the higher cost of living of big cities (metros). Retired/ military & those preferring not to answer people are the happiest as they have the comforts of their savings and facilities abound, giving them enough personal time to relax and utilize the time to indulge in pursuits of leisure, likewise for full time parents and homemakers. Family remains the focal point of happiness for most Indians. Followed by health, friends, work etc. It is a package deal. Happiness is not just an emotion. It depends on several factors and disruption in one area can pull happiness levels down.”

‘It will be good to see if Indians can sustain the current momentum of happiness to the next month,” added Chakraborty.

Methodology:

Ipsos IndiaBus is a monthly pan India omnibus (which also runs multiple client surveys), that uses a structured questionnaire and is conducted by Ipsos India on diverse topics among 2200+ respondents from SEC A, B and C households, covering adults of both genders from all four zones in the country. The survey is conducted in metros, Tier 1, Tier 2 and Tier 3 towns, providing a more robust and representative view of urban Indians. The respondents were polled face to face and online. We have city-level quota for each demographic segments that ensure the waves are identical and no additional sampling error. The data is weighted by demographics and city-class population to arrive at national average. The data collection is done in every month and the results are calculated on two-months rolling sample.

November 21, 2023
“Our marketing strategy is comprehensive and tailored for both B2B and B2C segments”: Greenpanel’s Arvind Joshi

Mumbai: Greenpanel is the foremost wood panel manufacturer in India, renowned for their top-quality medium density fibreboard (MDF), plywood, and flooring. With state-of-the-art facilities in Uttarakhand and Andhra Pradesh, the company prioritises innovation and sustainability.

They take pride in crafting exclusively from 100 per cent renewable agro-forestry wood, thus exemplifying their commitment to environmental responsibility.

As the largest MDF manufacturer in India and Asia, the company’s annual production capacity exceeds 6,66,000 cubic meters and their extensive network of over 3,000 plus outlets ensures convenient access to our premium products.

Indiantelevision.com caught up with Greenpanel Industries Ltd VP & head marketing Arvind Joshi, to know more about their key analysis and marketing strategies they conduct at the company and more…

Edited excerpts

On competitive analysis to understand how Greenpanel can differentiate itself in the market

We carry out competitive analysis via customer and dealer level control groups and through random surveys to understand consumer needs and gaps thereof.

To address these gaps, we have developed our products with international technology and innovation, at our state-of-the-art facilities in Uttarakhand and Andhra Pradesh. Our products are based on 100% renewable agro-forestry wood.

We have best in class product offerings such as HDWR, FRMDF, Club Plywood, Laminated MDF and Wooden flooring, for various applications, distinguishing Greenpanel as a versatile and comprehensive choice for our consumers.

On resources and budget allocated to support this marketing strategy

Our marketing strategy is comprehensive and tailored for both B2B and B2C segments.

Our core marketing objective is to maintain top of mind awareness and own the leadership position in the MDF category and be synonymous to MDF.

On the B2C front, we leverage TV Campaigns for driving reach and awareness, while utilizing News and sports as a medium to drive reach and frequency. We are the principal partners of IPL’s franchise team Delhi Capitals for next 3 years, we also strategically advertise during high-impact events, such as the ICC Cricket Men’s World Cup and IPL with placements on prominent OTT platforms like Jio, Hotstar, ensuring maximum consumer outreach.

On the B2B front, we carry out Branding and visibility drive at dealer touchpoints and do one to one interaction with architects to understand the pulse of the market. We also do pan-India meets with contractor and carpenters every month.

We also drive brand salience through new age platforms like Social Media, WhatsApp and other digital platforms.

This 360 degree approach to marketing, ensures that we stay relevant on top of the consideration set for our audience.

On Greenpanel ensuring that the marketing investments align with the company’s overall business strategy

Based on overall company’s business strategy, Marketing is certain percentage of company’s turnover, our objective is to create ample awareness and make Greenpanel synonymous to MDF.

At Greenpanel, we ensure that marketing investments are closely aligned with the overall business strategy through our “AIDA” approach. This strategy focuses on educating consumers, emphasising responsible product use, and showcasing the superiority of our product range.

With a robust demand outlook, we maintain a strong emphasis on MDF business, setting higher growth targets, and implementing a focused strategy to ensure that marketing efforts are in harmony with the company’s overarching business goals.

On particular emerging trends in the industry that you are targeting or monitoring

Certainly! The MDF industry is experiencing some interesting trends:

1. Customization and Personalization: One emerging trend in the furniture industry in India is the growing demand for customized and personalized furniture. Consumers are looking for unique pieces that reflect their individual style and preferences. In the MDF category, various design trends have started gaining prominence like:

a. CNC carving – which allows intricate and precise patterns, textures, and decorative elements to be carved into MDF boards

b. Designer finishes, where it mimics the look of natural materials like wood, stone, or metal.

c. MDF can also be carved into various mouldings, including crown mouldings, baseboards, and chair rails.

d. The smooth surface of MDF is perfect for painting and thin MDF boards are often pasted on top of plywood as a means to achieve even surface

2. New Housing Projects in New Cities: Indian government has initiated several housing projects and programs aimed at addressing the country’s growing housing needs and promoting affordable and sustainable housing for all. For example the ‘Smart Cities Mission’ has been launched to develop and transform existing cities into smart and sustainable urban centers.

3. Smart and Sustainable Designs: With the development of new housing projects in emerging cities, there is an increasing focus on smart and sustainable interior design. This includes the integration of smart home technologies, energy-efficient designs, and the use of eco-friendly materials. Developers and interior designers are catering to the demands of modern homeowners who value sustainability and convenience.

4. Online Retail and Virtual Showrooms: The furniture and interior design industry in India has been impacted by the rise of e-commerce. More companies are establishing an online presence, making it easier for customers to explore and purchase furniture and decor. Additionally, virtual showrooms and augmented reality tools are becoming increasingly popular, allowing customers to visualize how furniture will look in their homes before making a purchase.

On specific marketing channels or platforms are you planning to invest in to enhance industry visibility

To enhance industry visibility, we plan to invest in a diverse range of marketing channels and platforms that align with the unique aspects of the Indian market. Here’s how we intend to leverage these channels:

1. Cricket Sponsorship and Advertising:

Given that cricket is akin to a religion in India, we recognize its immense popularity and emotional connect with the masses. We are the principal sponsors of Delhi Capitals in Indian Premier League (IPL) which has enabled us to gain visibility for Greenpanel on air as well as on-ground. We are also advertising on new age OTT platforms like Hotstar for the ICC Men’s cricket world cup 2023 and maintain brand presence through on-ground visibility in bi-lateral cricket series as well.

2. Television Campaigns:

TV remains one of the most powerful mediums to reach a vast and diverse audience in India. We intend to run 2-3 peak campaigns every year on television. These campaigns are strategically timed to coincide with major events and festivals across the year, maximizing our brand exposure and impact.

3. Digital Marketing:

Recognizing the importance of the digital landscape, we adopt a Hero, Hub, Hygiene approach to our digital marketing strategy.

We develop standout, high-impact digital campaigns that capture attention and resonate with our target audience. Through various digital platforms we aim to maintain a consistent online presence, while continuing with digital hygiene by responding to customer queries and feedback promptly.

4. Below-the-Line (BTL) Marketing:

BTL marketing will be a continuous and strategic part of our promotional activities. We plan to maintain regular presence in all dealer touchpoints. This includes point-of-sale materials, in-store displays, and experiential marketing activities that reinforce our brand’s presence and influence purchase decisions at the point of sale. This continuous bombardment approach will help keep our brand top-of-mind for potential customers.

November 21, 2023
Raj Kamble selected for D&AD 2024 jury

Mumbai: Famous Innovations founder and CCO Raj Kamble has been selected to be on the D&AD 2024 Jury. The prestigious D&AD Awards are the pinnacle of recognition in advertising and creativity.

Kamble, who was the first Indian to receive a D&AD in-book at the start of his career, will be on the Press & Outdoor Jury alongside several global stalwarts of the industry.

With over 150 awards to his name, Kamble is one of the most celebrated figures in advertising from Asia, and Indian to win the maximum D&AD Pencils, including one for his work titled ‘The Applegram’ last year.

The Awards are scheduled for May 2024 in London.

November 20, 2023
Accenture Song to drive content production transformation for Accor

Mumbai: Accenture (NYSE: ACN) has been appointed by global hospitality group Accor to support its content production capability, driving scale and establishing consistency in local and global marketing communications across its hotel brands, tailored to guests’ evolving needs.

Accenture Song, Accenture’s tech-powered creative group, created the ‘Content Atelier’, a new data-driven content supply chain model that aims to create personalized, flexible, efficient and high-quality marketing and communications content across every customer touchpoint, whilst reducing costs.

Accenture Song will support content production for all Accor brands

Spanning both physical and digital communications, the ‘Content Atelier’ will be available to all Accor marketing professionals worldwide, enabling content production management from the initial brief to performance measurement and content optimization. The service has been developed with leading design principles and utilizes Accenture’s SynOps platform for marketing and content operations, whilst being integrated into Accor’s infrastructure.

Against a backdrop of changing guest expectations and global macroeconomic shifts, the ‘Content Atelier’ uses a data-led approach to enable Accor brand marketers to focus on their most important activities, whilst aiming to increase the effectiveness of its digital marketing programs, drive more traffic to its branded website, and deliver exceptional customer experiences.

Technological innovation is key to the design of the service, with generative AI part of the strategic content production roadmap. In support of Accor’s commitment to shape the future of travel, sustainability sits at the core of all content production activities through brand and marketing strategy to marketing content activation.

The ‘Content Atelier’ supports Accor marketers deliver exceptional customer experiences.

Accor VP digital marketing & eCommerce, premium, midscale & economy brands Stéphanie Jaffré said, “Accor is committed to extending hospitality and inspiring new opportunities and experiences for our guests. So, it is crucial we have the right framework in place to reach our guests in the right way at the right time on the right channels, to inspire and support their travel needs and desires. Consumer attention is not agnostic, it spreads across multiple digital channels and we need be able to communicate with our guests on all relevant platforms, particularly at the research and inspiration stage of the customer journey. Hospitality is all about connecting with people and through our new digital content strategy we can better connect with, inspire and serve our guests.”

Accenture Song managing director Martial Viudes said, “Together with Accor, we have redesigned the experience for Accor marketing professionals, aiming to optimize efficiency on a global level and ensure locally relevant, ultra-personalized experiences for its guests. We are proud to support Accor in creating a new generation of content production, harnessing our deep industry, creative and technical expertise. The development of the ‘Content Atelier’ serves each brand within the group according to their marketing ambitions, delivering bespoke and creative points of delight worldwide.”

Accenture Song, which has been working with Accor’s marketing and content teams for almost four years, is already producing the Group’s content in multiple countries in Europe.

November 20, 2023
BOD Consulting and Orange Mantra announce a strategic partnership

Mumbai: BOD Consulting and Orange Mantra are proud to announce a strategic partnership that promises to combine their respective team strengths in strategy and design consulting with digital technologies to lead their clients into the future.

The partnership brings deep skills that provide strategic business and cutting-edge technology solutions to businesses to embrace digital transformation, stay relevant and ensure sustained growth. It also promises to revolutionise processes, enhance customer experiences, and optimise operations that will help its clients foster agility and navigate the ever-evolving digital economy successfully.

Orange Mantra CEO Vinit Choudhary expresses his enthusiasm by stating, “In this era of rapid technological advancements, our partnership with BOD Consulting marks a significant milestone in our journey to bring the strategic edge to our technology expertise. We’re proud to embark on this journey and look forward to showcasing our joint capabilities to our clients.”

Additionally, Orange Mantra will work as BOD Consulting’s preferred technology partner and BOD Consulting will work as Orange Mantra’s preferred strategy and design consulting partner. This marks their commitment towards creating opportunities for each other and working together to transform these opportunities into actual businesses that address the needs of the market more effectively.

BOD Consulting managing partner Saurabh Uboweja is confident that this partnership with Orange Mantra will fill a crucial need gap for their clients whereby the firm will be able to offer high-quality technology implementations that align seamlessly with their strategic interventions.

November 20, 2023
Indecraft handicraft brand unveils latest decor collection

Mumbai: Indecraft, a renowned name in the realm of exquisite handicraft accessories, is thrilled to showcase its exclusive multipurpose decor collection suitable for any occasion. Celebrating the essence of light and tradition, Indecraft presents a stunning range of tea lights, diyas, and lanterns that intricately blend contemporary finesse with a touch of traditional elegance.

Tea Lights:

Creating an ambiance that exudes warmth and tranquility is an art, and Indecraft’s tea lights are the perfect embodiment of this craft. Designed to infuse a sense of serenity, these delicately crafted tea lights bring about a twilight aura, enveloping any space with a unique sense of isolation and peace. Indecraft’s varied collection caters to diverse tastes and room aesthetics, with some pieces embodying a universal appeal that seamlessly integrates with any surrounding. Each tea light stand reflects the brand’s commitment to timeless aesthetics and traditional values, offering a minimalist yet commanding presence.

Diyas:

At the heart of its design philosophy, Indecraft believes in the harmonious fusion of aesthetics and functionality, a principle that resonates deeply within its Diya collection. Symbolizing growth, prosperity, and joy, these meticulously designed Diyas effortlessly complement the sanctity of any room while also serving as exquisite decor for various celebratory occasions. Every Diya is a testament to Indecraft’s devotion to both contemporary lifestyle sensibilities and the timeless essence of traditional craftsmanship. From the intricate detailing to the practical design that ensures the steady glow of the wick, each Diya embodies the essence of positivity and auspiciousness.

Lanterns:

Indecraft’s lanterns embody the perfect balance between subtle illumination and transformative radiance. Crafted with utmost precision, these lanterns serve as the focal point of any room, infusing it with a gentle yet captivating glow. Through the use of various materials that seamlessly blend contemporary aesthetics with nostalgic elements, each lantern stands as a symbol of peace and serenity. Indecraft’s dedication to creating an atmosphere of tranquility is reflected in every meticulously designed lantern, each serving as a source of light and nostalgia, creating an environment of timeless beauty.

Indecraft’s multipurpose decor collection is a testament to the brand’s commitment to excellence and innovation in the handicraft industry. With a focus on infusing every product with a sense of tradition and contemporary finesse, Indecraft continues to be a beacon of light, spreading joy and elegance in every season.

November 20, 2023
Boomlet Group unveils exclusive talent wing, BNext

Mumbai: Boomlet Group, an influencer marketing and crisis communication agency, has announced the launch of its exclusive Talent Wing, BNext. This pioneering venture is set to transform the talent management space in the influencer marketing landscape with its unique approach and innovative strategies. With a team of renowned content creators, including Mayank Agarwal, Harry Dutt, Abrar Teli, Amar Gogate, and Arun Dutt, BNext bridges the creative gap between brands and marketing, promising innovative and unique ideas and engaging campaigns.

The BNext talent pool consists of 85% of the creators exclusively from the Real Estate sector in India and will be expanded to other segments down the line. Out of the top 30 content creators in the real estate industry, BNext has signed 22 creators as exclusive talents, which will provide an edge to the real estate brands partnered with BNext for their campaigns. The agency will provide end-to-end services, such as brand partnerships and production, and has already partnered with top real estate developers, including Godrej, BPTP, Mahindra Lifespaces, under this talent wing.

BNext co-founder & CEO Danish Malik said, “BNext’s innovative strategy, driven by a client-centric approach, is set to reshape the influencer marketing talent management landscape. With a team of skilled content creators, they empower professionals to connect with broader audiences while crafting compelling narratives that deeply resonate with consumers. BNext’s vision for the future is strongly bolstered by the trust and established track record of Boomlet.”

Boomlet Group co-founder & managing director Preety Singh stated, “Today, we take a giant leap forward in the creator talent management arena. BNext is the dedicated talent pool aimed to transform the way influencer marketing is approached. By merging the power of technology with the expertise of top content creators, BNext will spearhead an era of interactive marketing campaigns.”

Boomlet Group plans to establish strategic partnerships with renowned builders and developers, curate intellectual property (IP), and unveil upcoming launch events, which will be announced soon.

November 20, 2023