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Category: MAM

  • Re Sustainability’s green Ganesha pioneering eco-friendly celebrations

    Re Sustainability’s green Ganesha pioneering eco-friendly celebrations

    Mumbai: Re Sustainability Ltd (ReSL) has once again, partnered with 92.7 BIG FM for the 16 edition of the award-winning Green Ganesha initiative, #ReBIGGreenGanesha.

    Re Sustainability, a leading global circular economy firm, is closely sledging this initiative with Mission LiFE, announced by the hon’ble prime minister of India Narendra Modi at UNFCCC COP26, which aims to bring individual behaviours and local cultures at the forefront of the global climate action narrative. This initiative will reach communities across Hyderabad, Mumbai and Delhi. These clay Ganesha idols are embedded with seeds and fertilizers. Recipients can perform the #nimarjan ritual at home, in a flowerpot, giving rise to a new life in the form of a new plant.

    In Hyderabad and Delhi, it will involve the distribution of eco-friendly Seed Ganesha Idols, motivating citizens to adopt an eco-friendly alternative to celebrate the auspicious festival. This year, this partnership between Re Sustainability and 92.7 BIG FM taking the idea a step further. A used paper collection drive from communities across Hyderabad and Delhi has been kicked off, which will then be recycled into large eco-friendly Ganesha Sculptures. The drive will be followed by a seven-day mall activity including Ganesh Idol Sthapana & Arti along with sweets distribution.

    In addition, a series of engaging activities will also be held in Mumbai as part of the #ReBIGGreenGanesha campaign. Big FM RJs will encourage listeners to adopt an eco-friendly lifestyle by giving up the usage of plastic bottles. For listeners to donate to the cause, special collection points will be set up at Residential Welfare Associations (RWA). With the use of collected bottles, this effort hopes to create a community of “Plastic Ke Vighnaharta” (Guardians against Plastic) by creating a stunning art piece for pandal decorating. The gathered bottles will be artistically integrated into one of the RWAs’ displays and used to decorate the pandal.

    Volunteers will support Ganpati pandals in maintaining cleanliness and promoting eco-friendly practices during the Ganeshotsav. Finally, following the celebrations, the bottles will be properly recycled or reused to build a bench within the same community, providing a practical illustration of sustainable alternatives. Big FM RJs will take an active role in this exhibit and engage in meaningful conversations with the community’s people, further elaborating on the idea of living sustainably.  

    Re Sustainability managing director Goutham Reddy said, “Embracing sustainability is not an option but a necessity if we need to secure a sustainable future for ourselves and generations to come. Re Sustainability has made significant strides towards eradicating water pollution through groundbreaking initiatives like Re BIG Green Ganesha. This eco-friendly initiative is designed with the primary goal of raising awareness among the masses about sustainable practices that are essential for the preservation and conservation of our precious water bodies”.

    Re Sustainability CEO Masood Mallick said, “The Ganesh Chaturthi festivities bring along immense joy and positivity to all of us, across the country. This year, our flagship campaign takes the message of Responsible & Sustainable Celebrations to every home in India, while aligning with the key tenets of Mission LiFE. With beautiful Ganesha Idols that spring new green life and the associated paper & plastic recycling initiatives, we further strengthen our commitment towards a more sustainable and pollution-free India. This Ganesh Chaturthi, please welcome #ReBIGGreenGanesha to your homes and hearts.”

    Re Sustainability has distinguished itself in the field of environmental protection by advocating for a circular economy through its comprehensive services. Its significant contributions to revolutionizing waste management practices, marked by investments in cutting-edge technology and green initiatives, have been pivotal.

    Re Sustainability’s BIG Green Ganesha initiative serves as a testament to their heartfelt and conscious endeavour to mitigate environmental harm during festivities. 

  • Indian customers spent 11 per cent more during Rakhi festival in 2023

    Indian customers spent 11 per cent more during Rakhi festival in 2023

    Mumbai: The amount of money Indian customers spent during the Rakhi festival week this year increased by 11 per cent compared to the festival in 2022. The average order value was Rs 2,055. Admitad’s affiliate network analysed over 400k orders across more than 350 brands to understand how customers behaved during the Rakhi holidays last year, and how they changed their preferences this year.

    It can be seen that during the holiday week, many more people in the country chose to stay at home and shop using their computers – the percentage of mobile orders was only 45 per cent. In comparison, during the recent Independence Day, it reached 69 per cent, and on average during the “quiet period” – 48 per cent.

    What was purchased during the festival?

    Up to 40 per cent of orders this year were made on marketplaces – their influence has increased significantly since last year. The number of orders from major marketplaces during the festival jumped by more than 50 per cent. This could be expected, because many leading marketplaces prepare special sales, promotions and coupons for each holiday, and thus can maximize conversion among their customers.

    25 per cent of all orders during the festival were for clothes, shoes and accessories – the number of purchases in this category increased by 16 per cent compared to last year. Next came beauty products with 8.5 per cent of purchases. Six per cent of orders went to the category of home goods and four per cent to food delivery. Interestingly, the number of food and grocery orders at Rakhi Festival more than doubled compared to last year and this category was one of the leaders in terms of purchase growth.

    What attracted the shoppers?

    Speaking on the report, Mitgo managing director, APAC and India Neha Kulwal said, “According to Admitad’s calculations, this year’s leaders in attracting orders during the festival were cashback services – they accounted for up to 26.6 per cent of all orders. Interestingly, their popularity has almost doubled compared to the Rakhi Festival last year. Apparently, the major players in this market have put a lot of effort in preparing promotional campaigns this time.”

    17 per cent of the orders were brought to brands by content platforms and online media, which traditionally prepare reviews of the best gifts, dishes and ways to spend the festival. Indian shoppers do indeed pay attention to such articles, click on the links in them and buy the recommended products.

    Another 10.5 per cent of orders came from coupon services, 10.3 per cent from contextual advertising, 7.5 per cent from affiliate stores, 6.7 per cent from mobile applications, and 6.5 per cent from loyalty programs.

    The latter, by the way, were much more influential during the festival period than last year. Purchases based on recommendations of loyalty programs this year during the festival increased many times over. This trend, coupled with a significant increase in sales on marketplaces and through cashback services, makes one think that earlier big companies did not pay enough attention to the Rakhi holiday, but in 2023 they have fully included it in their agenda and made thorough preparations to spur user activity.

  • Ayushmann Khurrana becomes Agoda’s brand ambassador

    Ayushmann Khurrana becomes Agoda’s brand ambassador

    Mumbai: Bollywood star Ayushmann Khurrana is the new brand ambassador for Agoda in India, the digital travel platform announced today. The National Award-winning actor, who is currently celebrating the success of his latest hit Dream Girl 2, is revered for his versatility and eclectic film choices.

    Beyond the silver screen, Ayushmann’s passion for travel aligns seamlessly with Agoda’s goal to help travellers see the world for less. The Andhadhun star embodies a positive and refreshing spirit, a perfect match with Agoda’s user-friendly and colourful platform.

    “I am excited to partner with Agoda, a brand that shares my passion for travel,” said Ayushmann Khurrana. “I always make sure there’s an upcoming trip in my calendar to look forward to and it’s great to see I’m not the only one, given how tourism is booming in India. I’m hoping that together with Agoda I can encourage even more Indians to travel and see the world for less.”

    Sharing his thoughts on the announcement, Agoda country director of India, Sri Lanka, and Maldives Krishna Rathi said “We are ecstatic to announce Ayushmann Khuranna as the new face of Agoda in India. His genuine persona, versatility, and zeal to always deliver the best are perfectly aligned with what the Agoda brand aspires to be for Indian travellers.”

    The upcoming brand campaign in India featuring Ayushmann Khurrana is expected to launch in November and will be Agoda’s first ad in India since the successful ‘No More Drama!’ campaign.

  • Nissan’s eighth year as official partner for ICC Men’s Cricket World Cup 2023

    Nissan’s eighth year as official partner for ICC Men’s Cricket World Cup 2023

    Mumbai: Nissan announced its eighth consecutive year of partnership with the International Cricket Council (ICC) as the Official sponsor for the ICC Men’s Cricket World Cup 2023. This highly anticipated event will take place in India from 5 October to 19 November 2023 and will feature the Big, Bold, Beautiful Nissan Magnite as the official car of the World Cup.

    To celebrate and commemorate its enduring partnership with the International Cricket Council (ICC) and embrace the festive cricket season with great enthusiasm, Nissan Motor India has introduced the all-new Nissan Magnite KURO special edition.

    Nissan Motor India managing director Rakesh Srivastava said, “Nissan is pleased to be the Official partner of all ICC tournaments and is delighted to have the Big, Bold, Beautiful Nissan Magnite as the Official car of the ICC Cricket World Cup 2023. It is a proud moment for Nissan to introduce the Nissan Magnite KURO Special Edition in commemoration of its eight-year partnership, For this tournament Nissan will engage in multiple activities with millions of cricket fans on their deep passion for strengthening its bonds, especially in India where cricket is a festival.”

    As the official partner, Nissan will actively promote the ICC Men’s Cricket World Cup 2023, showcasing the Nissan car at the stadium, in addition to exciting on-ground engagement initiatives across the country.

    As a significant contribution to the ICC Men’s Cricket World Cup 2023, Nissan is also promoting the tournament Trophy Tour, currently on a journey across multiple cities in India, with the introduction of a 3D trophy in malls. This innovative initiative is designed to engage cricket enthusiasts by offering them exclusive access to the World Cup trophy, allowing them to capture 360-degree images with this iconic symbol of cricket excellence. Nissan will introduce and display the ICC World Cup Nissan Magnite during the trophy tour. Customers can click selfies with the Big, Bold, Beautiful Nissan Magnite and share to win tickets.

    Nissan Magnite has updated many safety features as standard across all variants such as an Electronic Stability Program (ESP), Traction Control System (TCS), Hill Start Assist (HSA), and Tire Pressure Monitoring System (TPMS). With the above safety features added and with a four-star safety rating for adult occupant safety by Global NCAP rating, the Nissan Magnite offers superior safety in its segment.

    The Big, Bold, and Beautiful Nissan Magnite is now exported to 15 global markets, including recent launches in Seychelles, Bangladesh, Uganda, and Brunei. In recent years, Nissan India has shifted its primary export market from Europe to Middle Eastern countries such as Saudi Arabia, the United Arab Emirates, Oman, Qatar, Bahrain, and Kuwait. 

  • PNB MetLife unveils seventh edition of Junior Badminton Championship

    PNB MetLife unveils seventh edition of Junior Badminton Championship

    Mumbai: PNB MetLife, one of India’s leading life insurance companies, is excited to announce the much-awaited seventh edition of the Junior Badminton Championship (JBC), a premier junior badminton tournament dedicated to nurturing young talent and cultivating a new generation of champions in the sport.

    The PNB MetLife Junior Badminton Championship has captivated audiences as a thrilling spectacle and competitive platform that hones the skills of junior badminton players. Since its inception in 2015, the league has successfully conducted six editions, with the impressive participation of over 40,000 aspiring players in more than 30,000 action-packed matches.

    This year, the championship will span ten cities across India, including Delhi, Mumbai, Bangalore, Guwahati, Kochi, Jalandhar, Ahmedabad, Hyderabad, Ranchi, and Lucknow. All badminton players and aspirants in these ten cities between the ages of seven and 17 are eligible to compete in PNB MetLife JBC 2023. The different categories include Under nine, Under 11, Under 13, Under 15, and Under 17. The match format will be singles and each participant can play in a maximum of two categories, as long as the maximum age limit is upheld. The State Winners will be invited to New Delhi for the grand finale and awards ceremony.

    PNB MetLife MD & CEO Ashish Srivastava expressed his excitement for the upcoming championship. “Over the course of six extraordinary editions, the PNB MetLife Junior Badminton Championship has brought together top young sporting talent from across the country, seamlessly crossing geographical borders and cultures. More than just a sports tournament, JBC is an arena for personal transformation – nurturing aspirations for the future, instilling sportsmanship, and sculpting the potential champions of tomorrow. JBC embodies the true essence of sports as a unifying force.”

    JBC is globally recognised as the world’s largest junior badminton tournament played across multiple venues, a remarkable achievement acknowledged by the esteemed World Record Certification Agency (WRCA). This recognition solidifies the league’s status as a trailblazer in promoting junior badminton excellence in India.

    Top players and coaches in India including PV Sindhu, Prakash Padukone, Ashwini Poannapa, Vimal Kumar and Chetan Anand support this initiative through the JBC Boot Camp. The JBC Boot Camp is an innovative online badminton academy that offers valuable insights and techniques, enabling young players to refine their skills and reach their full potential.

    The grand launch event of the PNB MetLife Junior Badminton Championship 2023 is scheduled to take place in Hyderabad on 15 September. This event will mark the commencement of an exciting journey across the ten states, where talented young players will compete for glory on the badminton court.

  • GoKwik saves eCommerce brands Rs 130 Cr in RTO losses for 2023

    GoKwik saves eCommerce brands Rs 130 Cr in RTO losses for 2023

    Mumbai: Brands on the network of eCommerce enabler GoKwik have saved up to Rs 130 Cr in losses from return to origin orders (RTO) in 2023 so far.

    According to data released by GoKwik, direct-to-customer (D2C) brands on its network benefited from its interventions to arrest RTO occurrences. Brands saved over 16 lac orders from being returned to origin. As a result, they also saved over Rs 24 Cr in reverse logistics costs owing to orders being returned while in transit.

    “We are constantly building deep-rooted intelligence & interventions that will help brands cater to the cash-on-delivery-loving shoppers while also mitigating RTO losses smartly. Our solutions are constantly committed to solving deep-rooted problems of the eCommerce industry at the source while also ensuring we contribute to becoming the eCommerce gateway of India. By seeing success stories of merchants, we are rest assured that we are heading in the right direction” said GoKwik co-founder and CEO Chirag Taneja.

    RTO or return to origin is when undelivered orders are returned before delivery causing a major setback to operations for e-commerce brands as they add to logistics costs, inventory blockage, loss of true conversions and leaking profitability.

    The chances of RTO are significantly higher in cash-on-delivery (COD) orders than in prepaid orders. GoKwik offers a range of solutions backed by data and analytics that can predict customer behaviour and help sellers prevent RTOs while ensuring expansive COD serviceability across regions.

    Through GoKwik-led interventions, brands also had over 16 lac products readily available to be shipped which would have otherwise been in transit for 20-30 days leading to inventory blockage and damage, data released by GoKwik shows.

    Fashion brands saved around Rs 15 Cr, electronics brands around Rs 61.7 Cr, beauty brands around Rs 2.75Cr, and footwear brands around Rs 5.5Cr in inventory blockage owing to GoKwik interventions. Moreover, among these categories, electronics saw the highest reduction in COD RTOs with 28 per cent. Fashion brands recorded an 11 per cent drop in COD RTOs, footwear recorded a 16.6 per cent drop, and beauty and personal care saw 10 per cent.

    Around 40 per cent of the brands in the GoKwik network continued to increase their COD share by 16 per cent and reduced COD RTO by up to 18 per cent.

    Homegrown consumer electronics brand boAt saw up to a 32 per cent drop in RTO rate and a four times increase in COD gross merchandise value with the help of GoKwik’s interventions. Footwear brand Attitudist also recorded a 15 per cent reduction in RTOs with these interventions. Boult Audio further brought down RTOs by 40 per cent and Fireboltt by 30 per cent respectively.

    Many other brands including Swiss Beauty, The Man Company, Neeman’s, Wallmantra, and Lenskart were able to expand their COD serviceability pan India while containing RTO rate.

    GoKwik’s smart suite of solutions helps brands start COD, expand COD, reduce return to origin and contain return to origin depending on the stage of COD serviceability their brand is in. GoKwik is committed to solving these problems at the source by risk-based interventions such as adding extra layers to order completion to avoid RTO, behavioural analysis of the shoppers, risk profiling and placing pre-order interventions such as COD captcha, COD confirmation prompts, prepaid discounts and more.

  • Anil Agarwal Foundation’s multimedia drive targets child hunger & malnutrition

    Anil Agarwal Foundation’s multimedia drive targets child hunger & malnutrition

    Mumbai: Anil Agarwal Foundation (AAF), the philanthropic arm of  Vedanta Limited has launched a campaign, to address the pressing issues of hunger and malnutrition. Beginning with a personal note from the Chairman, Mr. Anil Agarwal that was released today in print media, the multi-media campaign will include video and digital assets as well. Commencing in the month of September, also observed as the National Nutrition  Month or ‘Poshan Maah’, the campaign with the tagline ‘Agar Bachpan Se Puchha Khaana  Khaya Toh Desh Ka Kal Banaya’ propagates the need to end child hunger and malnutrition,  to nurture the untapped potential amongst the less privileged. The campaign represents the  Foundation’s dedication to building a better future for children and youth in India by ensuring the proper nourishment required for growth and development.  

    Commenting on the campaign launch, Hindustan Zinc Ltd. director, Vedanta  Ltd and chairperson Priya Agarwal Hebbar said, “Stemming from my father’s personal journey and experiences of hunger in his childhood, and his vision of ensuring food security for each child, the launch of this campaign marks the beginning of a movement that will involve and engage every citizen of India so that together we can give our future generations a fair chance to realize their dreams and take India to even greater heights. It’s our inherent belief that there is potential in every child that needs to be nurtured, not just for their sake but for our country’s future. Through Project Nand Ghar, we are positively impacting  children enrolled in our centers yet there’s a lot that needs to be done to help them realize  their true potential and for that, we must begin with the elimination of hunger and lack of  nutrition.”

    The campaign, designed and executed by McCANN Erickson (India), in its initial phase, strives to spread awareness among citizens to end hunger and malnutrition and provide equal opportunities to our future generation for a better tomorrow. With this launch, the Anil Agarwal  Foundation has also revealed its new logo, inspired by a growing sapling symbolising AAF’s philosophy that there is potential in everyone that should be recognised and nurtured to flower to its maturity.  

    McCann Worldgroup  India and chairman, Asia Pacific CEO & CCO Prasoon Joshi said, “When campaigns are born out of true-life experiences, they are authentic and strike a genuine chord with people. This is one such campaign which genuinely reflects a felt truth and a true connection. It also tries to shake one  out of inertia and move society towards positive action.”

    Sensitivity: Internal (C3)

    AAF through its flagship social impact project Nand Ghar, a collaborative project between  Vedanta and the Government of India is contributing to eliminating hunger and malnutrition across the country. It aims to develop and modernise over 29,000 Anganwadis across the country. It has already developed 5,500 Anganwadis into Nand Ghars so far and is impacting the community, especially children and women at the grassroots through holistic development opportunities. Aligned with the Government of India’s POSHAN Abhiyaan and this year’s  Poshan Maah theme of ‘Suposhit Bharat, Sakshar Bharat, Sashakt Bharat’, Nand Ghar has become a true personification of its vision to support health, education, and empowerment along with addressing nutritional needs of all beneficiaries.

    Nutrition forms one of the core focus areas of the Nand Ghar initiative. Considering that poor nutrition hampers growth among children, having long-lasting consequences on learning and productivity, the project supports this crucial need. Nutrition is also central to the achievement of Sustainable Development Goal Two of Zero Hunger. Nand Ghars have been successful in reducing malnourishment among preschool children and include almost 20 per cent fewer children in Severely Acute Malnourished (SAM) and moderately Acute Malnourished (MAM) categories as compared to the national average.  

    Nand Ghars have consistently demonstrated the ability to transform the lives of communities at the grassroots. Earlier this year, AAF launched a nutrition initiative for preschool children to provide multi-millet nutri bars across Anganwadis including Nand Ghars. These bars, rich in protein, fibre, and antioxidants have not only improved the daily nutrient intake of children,  but also boosted cognitive development, and reduced absenteeism in Anganwadis. 

  • Type Directors Club opens call for entries for global TDC70 Competition

    Type Directors Club opens call for entries for global TDC70 Competition

    Mumbai: The Type Directors Club, the world’s leading typography organization, has opened the call for entries for its prestigious TDC70 competition.

    As changed last year, the program is a single competition under the TDC70 umbrella consisting of three disciplines: Communication Design, Lettering, and Type Design.

    The Communication Design discipline encompasses any design or creation that uses type, lettering, or written language as a significant element, and is an expansion of what was previously the TDC Communications Design discipline. Typography includes graphic design, UI/UX, environmental design or architecture with typographic elements, film, animation and motion design, social media campaigns, new media, and anything else where typography is used.

    The dedicated discipline for Lettering is for work where the letters were created or modified.  This includes contemporary lettering, traditional calligraphy, sign painting, wordmarks and custom logos, digital or analogue distortions, eccentric display typefaces, and more.  This new discipline, now in its second year, has its own dedicated jury, made up of some of the world’s leading lettering practitioners and experts.

    Type Design is for entries showcasing the design of typefaces.  It also allows for entries of any thematically applicable code or software, such as software for creating or generating type.

    To be eligible, work must have been produced or published in the 2023 calendar year.  Early bird deadline for entry is 27 October, with entry fees increasing for the regular deadline of 8 December, and final deadline on 26 January 2024.

    Juries will be announced shortly.  Across the three juries, TDC70 will have native experts for writing systems spanning Arabic, Cyrillic, Indic, CJK, Thai, and select African scripts. While the competition always accepted international and multilingual entries, the addition of more judges in recent years was a reflection of TDC’s commitment to have a greater number of the most appropriate experts judging designs for which they have a deep knowledge.

    The TDC competition regularly receives entries from more than 60 countries.  To make TDC70 as accessible as possible on a global level, the organization is offering significant regional discounts on entry fees.

    Approximately half of the world’s countries qualify for a 60 percent discount, and another quarter of them receive a 20 per cent discount, with only the most economically prosperous countries and regions paying the full entry fee.  Additional discounts are also available to TDC members and students.

    Winners of TDC70 receive a Certificate of Typographic Excellence and digital seal certifying their work is among the world’s best of the year.  Winning work will also be featured in the highly respected TDC Annual, The World’s Best Typography, and showcased in eight exhibitions that travel to museums, schools and design organizations around the world.

    TDC70 winners are also part of The One Club’s prestigious Global Creative Rankings, earning points alongside winners in The One Show and ADC Annual Awards to chart the world’s leading independent creatives, ad agencies, production companies, and brands.

    This year’s TDC70 competition committee is chaired by Eric Q. Liu, typographer, editor, podcaster and writer with The Type in Tokyo, with support from TDC Advisory Board members John Kudos, managing partner, KUDOS Design Collaboratory and KASA Collective, New York, and Trisha Tan, design director, Brooklyn, NY.

    Branding for this year’s competition was created by Wolff Olins, with fonts generously donated by Neubau, based in Berlin.

    “Each year, the TDC has epitomized the essence of the current era,” said Wolff Olins global principal Thomas Wilder.  “This year, we wanted to challenge the all-too-common approach of looking to the future or to the past, and instead bring urgency and importance to the present moment.  We set out with the idea ‘Made For Now’ to design with the power of ephemerality in an ever-changing world.”

    “TDC’s annual competition strives to always remain relevant to the greater typographic community in all regions and cultures, and we’re excited to accept and celebrate entries in more disciplines and styles than ever before,” said Type Directors Club executive director Carol Wahler.  

  • Etihad Airways soars with Katrina Kaif as brand ambassador

    Etihad Airways soars with Katrina Kaif as brand ambassador

    Mumbai: Etihad Airways, the national airline of the United Arab Emirates, has announced its partnership with Bollywood superstar Katrina Kaif as the new brand ambassador. This collaboration marks an important milestone as Etihad strengthens its presence in the Indian market and reunites with one of India’s most celebrated Bollywood stars.

    Katrina Kaif, renowned for her global appeal and elegance, embodies the shared commitment to excellence as she reunites with Etihad. Her association with the airline will be unveiled through a captivating series of videos to be showcased across Etihad and Katrina’s social channels.

    Katrina Kaif shares her excitement about the association: “I am thrilled to be back with Etihad Airways, a brand synonymous with world-class travel experiences. The airline’s commitment to excellence and its dedication to bringing people together resonate with my own values. I am excited to be part of a team that aims to create thoughtful connections and memorable experiences. I look forward to representing Etihad and being a part of their journey.”

    Etihad Airways vice president of brand, marketing and sponsorship Amina Taher explains the significance of this collaboration: “We are thrilled to welcome Katrina Kaif to the Etihad Airways family as our brand ambassador. Our partnership with Katrina is far from ordinary, it embodies the spirit of innovation and sophistication our airline represents while celebrating our commitment to uniting cultures and communities. With her remarkable journey and global recognition, we’re not only showcasing Etihad’s offerings but also fostering authentic connections that genuinely resonate with Indian travellers and celebrating our commitment to India.”

    The new partnership builds on Katrina’s collaboration with Etihad in 2010 when she was featured as a discerning traveller showcasing Etihad’s travel experience. Her prior partnership showcased her appreciation for the airline’s commitment to comfort and top-notch service. Returning to partner again, Katrina and Etihad are showcasing Etihad’s strengthening relationship with Indian communities both domestically and in insignificant global markets such as the UAE, the United States, the United Kingdom, and Canada.

    As the brand ambassador for Etihad, Katrina will be featured in a series of creative and engaging campaign videos that highlight the airline’s commitment to unparalleled comfort, flawless service, and seamless global connectivity. Her partnership with the airline bolsters its foothold in the Indian market, where it currently serves 8 Indian cities, further solidifying Etihad as the preferred choice for travellers and aligning seamlessly with the airline’s strategy for sustained growth in India.

    The first video from the collaboration to be unveiled features Katrina Kaif on board Etihad’s newest A350 aircraft, offering a cinematic journey filled with emotions akin to a Bollywood film – featuring drama, love, and delightful surprises. The film also highlights the exclusive Armani-Casa dining wear, luxurious bedding, and complimentary in-flight Wi-Fly service, beautifully encapsulating the very essence of Etihad’s unwavering commitment to excellence. The captivating film can be seen on both Etihad and Katrina’s social media channels now.

  • Guest Article: Content marketing unleashed: Strategies for engaging your audience

    Guest Article: Content marketing unleashed: Strategies for engaging your audience

    Mumbai: In the ever-evolving landscape of digital marketing, content has proven to be the cornerstone of successful brand engagement and audience building. Content marketing, when executed effectively, not only establishes a brand’s authority but also fosters a genuine connection with the target audience. The key lies in unleashing the power of creative and strategic content to captivate, educate, and resonate with the audience on a profound level. In this article by branding area, you will delve into the proven strategies applied by Branding Area PR agency that can elevate your content marketing game and truly engage your audience.

    Understanding Your Audience

    Before embarking on any content creation journey, it’s imperative to understand your audience inside out. Demographics, preferences, pain points, and aspirations should be deeply ingrained in your strategy. Utilise analytics tools, surveys, and social media insights to gain a comprehensive understanding of your target audience. This knowledge serves as the foundation upon which all your content efforts will be built.

    Storytelling: The Emotional Connect

    Humans are hardwired for stories. They evoke emotions, create connections, and make information memorable. Incorporate storytelling into your content marketing strategy to make your brand relatable and memorable. Share real-life anecdotes, case studies, and customer success stories that showcase the impact of your product or service. Craft narratives that resonate with your audience’s experiences and aspirations.

    Quality Over Quantity

    In the age of information overload, quality prevails over quantity. Crafting high-quality, well-researched, and insightful content establishes your brand as a credible source of information. Whether it’s blog posts, videos, or social media updates, each piece of content should provide value, solve problems, or entertain. Engaging content leaves a lasting impression and encourages sharing, expanding your reach organically.

    Diverse Content Formats

    Diversification is the key to keeping your audience engaged. Different people consume content in different ways. Some prefer written articles, others enjoy videos, podcasts, infographics, or interactive webinars. Embrace various content formats to cater to a broader audience. Moreover, experimenting with different formats can inject novelty and excitement into your content strategy.

    Personalisation for Connection

    In the digital age, personalisation goes beyond addressing the audience by their names. Leverage data to tailor content to individual preferences, behaviors, and interests. Use past interactions and purchase history to recommend relevant products or resources. Personalisation enhances the user experience and fosters a deeper connection between the audience and your brand.

    SEO and Discoverability

    Producing outstanding content is only half the battle; ensuring it reaches the right audience is the other. Search Engine Optimisation (SEO) techniques are crucial for enhancing the discoverability of your content. Conduct thorough keyword research and optimise your content for search engines to increase its visibility. A well-structured SEO strategy ensures that your content surfaces when your audience searches for related topics.

    Engagement and Interaction

    Content marketing is a two-way street. Encourage audience engagement by inviting comments, questions, and discussions. Respond promptly and thoughtfully to comments on your blog posts, social media, and other platforms. Host Q&A sessions, polls, and live webinars to directly interact with your audience. When individuals feel heard and valued, their loyalty to your brand deepens.

    Consistency and Reliability

    Consistency breeds familiarity and reliability. Develop a content calendar and adhere to it diligently. Whether you publish daily, weekly, or monthly, ensure your audience knows when to expect fresh content. Regularity builds anticipation and keeps your brand on top of the audience’s mind. Moreover, reliability in delivering valuable content solidifies your brand’s authority.

    Incorporate Visual Appeal

    Humans are visual creatures, and incorporating visually appealing elements into your content can significantly enhance engagement. Use high-quality images, infographics, and videos to break up text and convey complex ideas more effectively. Visuals not only make your content more engaging but also help in conveying information quickly.

    Collaborations and Influencer Marketing

    Collaborations and influencer marketing are powerful tactics to expand your reach and credibility. Partner with influencers or other brands in your niche to co-create content. Influencers have established trust with their followers, and their endorsement can introduce your brand to a wider audience. Be sure to choose collaborators whose values align with your brand’s message.

    In conclusion, content marketing is a dynamic strategy that can truly unleash its potential when aligned with the preferences and needs of your target audience. Understanding your audience, telling compelling stories, delivering high-quality content, and fostering engagement are the pillars upon which successful content marketing rests. By continuously adapting to new formats, technologies, and trends, you can create a content marketing strategy that not only engages your audience but also drives long-term brand growth.

    This article has been authored by Branding Area director Rahul Mandal.