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  • Beyond Awareness to Advocacy: Unraveling the “E.V.O.L.U.T.I.O.N” Framework for Navigating Customer Journeys

    Beyond Awareness to Advocacy: Unraveling the “E.V.O.L.U.T.I.O.N” Framework for Navigating Customer Journeys

    Mumbai: As an experienced marketing and brand consultant, I’ve guided startups and SMEs through the ever-changing landscape of growth. In the journey from anonymity to advocacy, the crux of success lies in comprehending customer interactions. Each engagement with your brand influences their perception, loyalty, and advocacy.

    In this article, we embark on the concept of customer journey mapping offering actionable insights for startups and SMEs to refine their digital marketing strategies. Further, we touch upon key performance indicators at each juncture of the Evolution Framework.

    The Essence of the Customer Journey

    The customer journey serves as a foundation pillar of brand perception, harmonising an interplay between “touchpoints, emotions, and experiences” that guide customers from initial discovery to unwavering loyalty. Mapping this journey empowers businesses to comprehend the customer’s sentiments, motivations, and pain points at various stages.By doing so, startups and SMEs can develop strategies that resonate with their audience on a deeper level.

    The Framework “E.V.O.L.U.T.I.O.N”, laid out below helps as a guide to crafting the perfect customer journey experience for growth

    E – Embark on Awareness:  

    This is the stage where customers first become aware of your existence. From my experience, digital CONTENT marketing is your compass here. Crafting compelling stories through content marketing can set the stage. Cultivate Vlogs/blogs, videos, and social media content that not only educates but emotionally resonates. Consider metrics like website traffic, social engagement, and brand mentions as your guiding KPIs.

    Take the example of an innovative Indian startup disrupting the premium tea sector. By sharing the intricate stories behind each tea variety and its origin, it not only educates its audience but also kindles a sense of curiosity and awareness.

    V – Venture into Consideration:

    As prospects delve deeper, they weigh their options. My insights reveal that offering valuable resources can sway the tide. In the digital realm, prospects delve deeper into research. Valuable resources become your heralds. Leverage Influencer’s e-books, webinars, and informative educative posts to establish credibility. Your KPIs could include lead generation metrics, download rates, and social shares. Consider a prominent Indian health and wellness platform. With their fitness articles, workout videos, and expert advice, they guide users through their fitness journey, building trust and positioning themselves as credible authorities.

    O – Optimize for Decision:

    Nudging prospects towards a decision demands digital finesse. Simplify the path to purchase. Ensure your website’s navigation is seamless, prices are transparent, and user reviews are prominent. Conversion rates, cart abandonment rates, and time spent on product pages are metrics that will illuminate this stage.

    India’s leading food delivery app, exemplifies this. They ensure an intuitive interface, transparent pricing, and user reviews, empowering users to make informed decisions swiftly.

    L – Launch into Purchase:

    The moment of truth arrives. Your customer has chosen you. Based on my observations, a frictionless transaction is key. Optimize your checkout process, offer secure payment options, and provide real-time support. Conversion rates, average order value, and cart abandonment rates are crucial metrics to monitor.

    The leading  Indian startup in the travel and hospitality sector orchestrates this seamlessly. From flight bookings to hotel reservations, the process is intuitive, minimizing any hurdles and solidifying the purchase decision.

    U – Unleash Post-Purchase Engagement:

    Post-purchase, the digital realm offers countless opportunities to nurture relationships. Utilize email marketing, personalized recommendations, and loyalty programs. KPIs like email open rates, click-through rates, and repeat purchase rates will guide your strategy.

    the Indian e-commerce giant shines here. With personalized recommendations, follow-up emails, and easy returns, they extend the customer journey, fostering loyalty and repeat business.

    T – Transform into Advocacy:

    Transforming customers into advocates completes the journey. Often something that marketers neglect. In the digital age, advocacy thrives through social media and online reviews. Incentivize user-generated content, implement referral programs, and foster a community. Harness the pride in your product/service to transform your current customers into your most influential advocates – they can be!

    Consider launching customer contests where they can share creative content using your product and reward them with exclusive discounts or merchandise. Encourage customers to leave reviews and testimonials by offering them a chance to be featured on your website or social media. By involving them in your brand’s story, you’ll inspire a deeper connection.

    Metrics such as social media engagement, referral sign-ups, and Net Promoter Score (NPS) will showcase your success.

    An Indian fashion retailer leverages this strategy. Their referral program rewards customers for bringing in new business, amplifying their brand’s reach through word-of-mouth.

    I – Iterative Insights:

    An integral phase in the E.V.O.L.U.T.I.O.N Framework is continuous improvement. Regularly analyze data and feedback. Continuous improvement is your secret weapon. Leverage digital analytics tools to track user behaviour, A/B test campaigns, and gather qualitative feedback. Conversion rate optimization, bounce rates, and sentiment analysis are invaluable KPIs.

    A leading Indian ride-hailing service exemplifies this. By gathering ride reviews, they refine their service, showcasing their commitment to customer satisfaction.

    O – Orchestrating the Evolution:

    In orchestrating this evolution, Consistency is your guiding principle. Consistency in both, branding and the way content is released.  Consistency establishes a sense of coherence and familiarity, fostering trust and recognition among your audience. Maintaining a consistent look and feel across content ensures brand coherence, while a regular and predictable content release schedule enhances engagement and brand reliability. Maintain a cohesive brand identity across all digital touchpoints.

    N – Navigate Continual Growth

    Remember, the journey doesn’t stop at advocacy; it evolves into an ongoing cycle of growth that requires adaptability, innovation, and a deep commitment to meeting and exceeding customer expectations.

    Continuously measure your efforts and assess their impact on growth. Adjust strategies based on data insights to ensure a sustained upward trajectory. Foster a culture of innovation and customer-centricity within your organisation. Empower your team to contribute ideas for driving continuous growth. Maintain and enhance your advocacy initiatives. Offer ongoing rewards, recognition, and exclusive benefits to keep advocates engaged and motivated. Explore new markets, segments, or demographics that align with your brand. Leverage the credibility gained from advocacy to venture into untapped territories.

    Conclusion

    As you set forth on your journey armed with the E.V.O.L.U.T.I.O.N Framework, keep in mind that the digital realm presents unparalleled possibilities for crafting extraordinary customer experiences. From the initial stages of awareness to the pinnacle of advocacy, the KPIs I’ve detailed will light your path, empowering you to flexibly adjust, enhance, and fine-tune each phase. By seamlessly weaving your brand’s narrative into the digital tapestry, you stand ready to shape a journey that deeply connects, captivates, and propels substantial growth.

    The author of this article is Independent Brand and Marketing Consultant board member Shan Jaiin.

  • Sebamed unveils new campaign #pHmatters for their Hair Care portfolio

    Sebamed unveils new campaign #pHmatters for their Hair Care portfolio

    Mumbai: Sebamed, German personal care brand with a legacy of over 60 years, has announced the launch of its latest integrated campaign #pHmatters. The campaign re-affirms Sebamed’s commitment to highlight the importance of using pH 5.5 based products for healthy hair and skin. Sebamed products are made of highest quality ingredients with pH 5.5 benefits and are known worldwide to be highly efficacious backed by robust scientific research.

    The campaign #pHmatters leverages tongue in cheek humour, to highlight the importance of the role of pH 5.5 based products for healthy hair and scalp. In the campaign the spotlight shines on Sebamed’s Anti- Hairloss Shampoo with pH 5.5 and highlights its importance for healthy scalp and hair and its impact of good hair in consumer’s life. The campaign features a series of multilingual films in languages such as Hindi, English, Kannada, Marathi, Tamil, Telugu and Malayalam to reach consumers across India. To further boost the campaign’s reach and build excitement, the brand will also be promoting it across all media platforms including TV, Digital, social media, Print, Movie screens and out-of-home.

    Sebamed president – USV Consumer Products Shashi Ranjan said, “We are a purpose driven organization that has constantly challenged the convention and redefined the perspectives in the realm of personal care with singular focus on bringing positive impact in the lives of our consumers. #pHmatters campaign stands as a testament to our commitment, as we highlight the importance of pH 5.5 for healthy hair and scalp basis evidence-based science. As a brand committed to transparency and authenticity, we invite our audiences to join the conversation on the importance of pH 5.5 for healthy hair and skin.”

    Sebamed category head Abhinav Sebamed shared, “The launch of our new #pHmatters campaign reaffirms our commitment to enable consumers with new knowledge backed by science. The #pHmatters campaign leverages tongue in cheek humour to land the point that hair plays a very important role in our consumers life and pH 5.5 based hair care products help in maintaining healthy hair and scalp. The campaign highlights the criticality of using pH 5.5 based products for healthy hair and urges consumers to switch to Sebamed range of hair care products with perfect pH5.5.”

    The Womb creative head Suyash Khabya said, “The campaign has a unique presentation of humour, without trying too hard. It’s simple yet unignorable. In an absurdist situation of a funeral, a father is eulogising his son. However, as the ad progresses things take an interesting turn as he starts speaking about ‘regrets’ in the same breath as ‘hair loss’. The plot is engaging and the brand messaging bang on. Apart from the master film, there are interesting, witty 10 seconders, an OOH campaign and more digital ideas.

  • Shopping on Independence Day: What Indian customers craved for?

    Shopping on Independence Day: What Indian customers craved for?

    Mumbai: Affiliate network Admitad studied more than 650 thousand online orders that Indian users made in the two weeks of Independence Day celebrations and compared them with the results of July and Independence Day celebrations last year. According to the network, the total amount Indian users spent online in the last two weeks grew by more than five per cent compared to last year.

    However, the growth cannot be called record-breaking – it rather reflects the overall growth of e-commerce in the country. For example, shopping activity in July was on a similar level. The average check of purchases over the year increased by 9.24 per cent – from Rs 2220 to Rs 2425.

    The cities with the highest number of online orders during the holidays were Delhi, Mumbai, Bengaluru, Kolkata, Hyderabad, Chennai, Patna, Jaipur, Pune and Lucknow.

    A triumph of mobile shopping

    Users had no time to order from their computers during the festivities. The share of mobile orders in the country jumped from 48 per cent in July to a shocking 69 per cent during the holidays. Indians preferred to shop literally on the go, with a couple of clicks from their smartphone screen.

    Mitgo managing director APAC & India Neha Kulwal “Last year, the share of mobile shopping was also higher than on ordinary days – at over 52 per cent. The trend of mobile shopping during festive periods is increasing every year – brands should definitely look at how they are engaging with mobile shoppers and offer them additional benefits during the festival season.”

    Indians dressed up for the occasion

    According to Admitad’s calculations, almost half of all holiday orders this year came from the fashion industry – users shopped for outfits, shoes and accessories. Other popular categories were beauty products (12.2 per cent of orders), electronics (9 per cent of orders), food delivery (4 per cent), aeroplane tickets (3 per cent) and hotel reservations (2.5 per cent).

    The record-breaker in terms of order growth compared to the “ordinary” period in July was the category “Flowers and Gifts” – its online sales increased four times during Independence Day. The food delivery industry also experienced huge growth – Indian users ordered delivery as much as 46 per cent more often during the holidays. The travel industry was another leader, with Indian users booking hotels 20 per cent more frequently during the holidays.

    Contextual advertising, cashback and media attracted customers

    Brands were prepared for the holidays – this is evident in the sources from which customers came. For example, contextual advertising took the leading position in the number of attracted orders – it accounted for more than 25 per cent of all holiday online purchases. The marketers did a great job and were able to come up with ads that caught the eye of the Indian audience.

    Local shoppers also actively read articles on content platforms and online media – these attracted more than 15 per cent of holiday orders. Influencers on Instagram, YouTube and Facebook lured more than seven per cent of customers. Another four per cent of customers placed an order on the recommendation of channels on Telegram.

    Despite the holiday euphoria – Indians didn’t miss out on their gains. More than 13.6 per cent of orders were made using cashback. ten per cent of Indian shoppers used a discount coupon. Another four per cent of shoppers were tempted by lucrative loyalty programs.

    Affiliate marketing was also among the most effective tools, with a 15 per cent increase in the number of brands incorporating it into their holiday marketing strategy in 2023. Publishers also didn’t miss out on the opportunity to make extra money during the hype days – their revenues in August were up more than five per cent compared to July.

    Brands should definitely consider these insights as they prepare for an active fall season. Festival season, Black Friday and other large-scale events are ahead that are sure to attract millions of shoppers. But only those brands that make the right use of fresh trends will be able to win the battle for their attention.

  • Heartfelt Raksha Bandhan ad: PALMONAS’ touching ‘Thank You Bhaiya’ film melts hearts

    Heartfelt Raksha Bandhan ad: PALMONAS’ touching ‘Thank You Bhaiya’ film melts hearts

    Mumbai: PALMONAS, India’s first demi-fine jewellery brand has released a new film “Thankyou Bhaiya”, celebrating Raksha Bandhan. The film captures the essence of the relationship between siblings, depicting the unconditional love, strength and support of brothers and sisters towards each other. Interestingly, a brother-sister relationship always starts off with a tug-of-war and gradually develops into an unshakable companionship that endures forever.

    The film opens with a woman entering her new house that she has built with her own hard work over the years. While she recalls her journey she also credits her brother for his support throughout. Each scene unfolds to show a brother who doesn’t hold back his sister but encourages her to fly high. As she follows her dreams, her brother becomes her guide and constantly reminds her to chase her dreams.

    Through the film, PALMONAS showcases how a brother encourages his sister to pursue her dreams while being her biggest cheerleader and pillar of strength. The pledge of a brother to protect his sister is not about limiting or sheltering her; it is about enabling and empowering her to explore the vast skies of her dreams. This Raksha Bandhan, PALMONAS encourages viewers to celebrate the sibling relationship that nurtures, uplifts and inspires because when brothers become the wind beneath their sisters’ wings, they create a world where dreams have no limits.

     

     

    “This film is a tribute to all of the siblings for everything they do for one another throughout their lives. We wanted to make a video that emphasised the value that siblings bring to each other’s lives by encouraging each other to achieve their goals and always having one another’s back. The film captures the essence of Raksha Bandhan and aligns with our brand value of empowering women every day. With this film, we hope to inspire more brothers to support their sisters’ dreams and help them conquer the world”, said PALMONAS co-founder and CEO Pallavi Mohadikar.

    “We hope that ‘Thankyou Bhaiya’ will inspire more brothers to come forward this Raksha Bandhan to appreciate their sisters’ dreams and show them love and support. The film will appeal to the viewers because it highlights the bond between siblings and their distinct ways of showing affection for one another. We as a brand believe in creativity and deep relationships, and our superbly created 18K gold plated rakhis collection, crafted to symbolise the unique link between brothers and sisters, exemplifies this”, she added. 

  • Bandhan Bank unveils its sonic identity, ‘Call of Bandhan’

    Bandhan Bank unveils its sonic identity, ‘Call of Bandhan’

    Mumbai: Bandhan Bank announced the launch of sonic identity on the occasion of the Bank’s eighth-anniversary celebration. This sonic identity, ‘Call of Bandhan’, has been composed by renowned nationally acclaimed sound designer and renowned music composer, Amit Trivedi.

    This musical piece is more than just a tune; it is a melody representative of what Bandhan Bank stands for – empowerment, freedom, inclusivity and warmth. In a world where multiple media with various sensory cues help build recall, Bandhan Bank has added a sonic identity to its brand assets to remind audiences of the brand.  

    Sharing his thoughts, Amit Trivedi said, “It’s a matter of great privilege and honour for me to compose the ‘Call of Bandhan’ which will be a part of Bandhan Bank’s identity. I found Bandhan Bank’s story very inspiring. With such humble beginnings, today they are among the fastest growing in the country and this transformation is what I have tried to capture through the musical piece. I would urge everyone who likes my music and or appreciates music in general, to listen to it, share it, and live with it… because, well, this really is the Call of Bandhan!”

    Bandhan Bank head of marketing Apurva Sircar said, “Music has the power to evoke emotions without words. We live in a world where there is an overload of content and brands need to appeal to the audiences quickly by engaging several senses. The ‘Call of Bandhan’ has been composed keeping this objective in mind. We are deep-rooted in India and Indian culture, yet are a modern bank for all. Amit is a magician and he has captured this attribute of the brand very well. I am confident that the ‘Call of Bandhan’ will resonate with audiences and help us create a stronger recall.”

    Commenting on the association, Leo Burnett Orchard’s creative head Pravin Sutar  Bandhan Bank’s creative partner, said, “It is not every day that one gets to work on an assignment as important and exciting as this one. The key task was identifying what the ‘Call of Bandhan’ needed to capture. For us, it’s not just a tune, it’s a symphony of empowerment, inclusivity and warmth, the very emotions that Bandhan Bank embodies. I am happy that we worked with an artist like Amit Trivedi who knows the pulse of the Indian music lover.” 

    To hear the Sonic Identity, please scan the QR code below – 

  • Travel Buddy unveils expansion plans to enter SAARC & South-east Asia market by 2025

    Travel Buddy unveils expansion plans to enter SAARC & South-east Asia market by 2025

    Mumbai: Travel Buddy, a new-age social travel network and experiences marketplace, has unveiled its expansion plans of creating authentic experiences for users in Southeast Asia and the SAARC region by 2025. Home to over 2.5 million users, Travel Buddy is a one-stop platform designed to cater to the diverse needs of travel enthusiasts, whether you are looking for like-minded people for your next trip, localised information about a particular place or even travel-related service.

    With the active participation of 85,000+ travel suppliers and insights from 10,000+ travel influencers, Travel Buddy offers a fresh, localised and enriching perspective on exploring different parts of India. Boasting an impressive record, the platform has over 60,000 premium subscription members from 2,000+ cities, and within the first month of its launch, Travel Buddy had already facilitated the sale of over 250 unique travel experiences, redefining the way people engage with travel and adventure.

    Travel Buddy has established itself as a travel-friendly marketplace for both inbound and outbound travellers, and is further looking at strengthening its roots in every corner of the country. This will enable the company to build a strong brand that attracts and builds local influencers network for when it steps foot in the Southeast Asian and SAARC region.

    Speaking on the expansion plans, Travel Buddy founder and CEO Saurav Chakraborty said, ‘’Travel Buddy is on a journey to redefine how travellers experience destinations and their localised culture. We empower, both, explorers and locals to foster meaningful interactions and authentic experiences. Our immediate plan of action is to add 1000 more unique experiences by 2023 – that the travellers reminiscence for lifetime. We are more focused than ever and while we are passionately creating experiences in India, we have plans to build and drive the same experiences in the SAARC and in the Southeast Asian region in 2025, and we are very optimistic.’’

    Travel Buddy is swiftly aiming to cater to inbound travellers arriving in India, with immediate intent rather than waiting for the years 2024 or 2025. Their primary objective revolves around establishing a robust network of local influencers to enhance the experience of foreigners visiting India. Given the rapid growth of inbound tourism and its significance within the Indian tourism sector, Travel Buddy is deeply committed to contributing to and benefiting from this flourishing trend.

    As the global travel landscape evolves, Travel Buddy is positioned to contribute positively to inbound tourism in India, aligning with Prime Minister Modi’s vision to enhance the country’s appeal as a tourist destination. By offering verified and vetted local experts, Travel Buddy aims to boost the trust and confidence of international travellers. Travel Buddy’s uniqueness stems from its emphasis on local influencers who act as trusted guides, revealing the hidden gems and distinctive aspects of various destinations. With more than 10,000 verified local influencers across 150+ cities in India, Travel Buddy has already carved a niche for itself in the market. The initiative embodies the ethos of “Atithi Devo Bhava” – the welcoming nature of Indians – which is being extended globally to put India on the travel map.

    With a commitment to Environment, Sustainability, and Governance (ESG), Travel Buddy is also setting itself apart by proactively addressing the ecological impact of travel. The company’s advisory board, composed of seasoned industry experts, underscores its commitment to responsible growth and innovation.

  • Korean beauty meets Alkaline Hydration Laneige and Evocus team up for a refreshing partnership

    Korean beauty meets Alkaline Hydration Laneige and Evocus team up for a refreshing partnership

    Korean Skincare brand Laneige and Evocus clear alkaline mineral Water have collaborated to redefine how we approach holistic hydration. This innovative partnership brings the best of both worlds – Laneige’s expertise in skin hydration and Evocus’s revolutionary approach to body wellness create a comprehensive solution for all-around hydration and well-being.

    Laneige is well-known for its emphasis on skin hydration and has been conceptualised with the core purpose of promoting proper hydration for healthy and radiant skin. On the other hand, Evocus has gained recognition for its groundbreaking approach to maintaining body hydration.

    By merging these two areas of expertise, the collaboration aims to create a comprehensive solution that addresses hydration and well-being from a holistic perspective. The primary objective of this partnership is to underscore the importance of proper hydration, not just for the skin but for overall well-being.

    Many influential people, including, David Warner, David Miller, Sara Ali Khan, Malaika Arora, Karan Johar, Manish Malhotra, Gauri Khan, Kajal Aggarwal, Shruti Haasan, Dinesh Karthik, Sai Sudharsan and a few other celebrities & athletes, have also been seen spotted and praising Evocus Alkaline Water due to its health benefits.

    “This collaboration is an exciting fusion of our shared values and expertise. We believe that true beauty and wellness radiate from within, and with EVOCUS, we can now provide a comprehensive solution that caters to the hydration needs of our consumers from head to toe said AmorePacific Group assistant director and head of marketing and training Mini Sood Banerjee, ’’.

    “We are thrilled to join forces with Laneige for this remarkable collaboration. Together, our brands bring an unparalleled fusion of skincare expertise and hydration innovation. Get ready to elevate your skincare and hydration journey like never before, said PR, Evocus head of digital marketing & Zulkarnain Shaikh,’’.

    This Collaboration will feature the Laneige Water Bank Collection along with  Evocus alkaline clear mineral water. Evocus alkaline mineral water represents a remarkable blend of enhanced minerals and alkaline water, meticulously crafted to achieve a unique composition.

    Meanwhile, the Laneige Water Bank Collection is infused with mineral-enriched water, strategically formulated to restore and balance the skin’s inherent moisture barrier. This results in a complexion that is revitalised, supple, and radiant. Offering an array of products, including moisturisers, serums, and masks, the Laneige Water Bank range presents an ideal solution for those seeking to replenish their skin’s hydration and attain a vibrant, luminous appearance. Elevate your skincare regimen today with the exclusive range.

  • Happiness levels surge for urban Indians in August 2023: Ipsos IndiaBus Happiness Monitor

    Happiness levels surge for urban Indians in August 2023: Ipsos IndiaBus Happiness Monitor

    Mumbai: Happy tidings! Urban Indians have turned happier in August 2023, over the previous month and driving happiness levels up are particularly the family, health and economic and financial conditions, according to the August wave of the Ipsos IndiaBus Happiness Monitor, that gauges happiness levels of urban Indians overall and across a host of parameters.   So, 69 per cent of urban Indians claim to be happy! Displaying a one-point improvement over the previous month and across some of the key areas that define happiness.

    Parameters that define happiness and areas showing improvement

    Happiness levels have particularly surged around family 73 per cent (+2 per cent), health 67 per cent (+2 per cent), economic & financial conditions (54 per cent) (+3 per cent), while it has receded around the rest. Though the biggest contributors to happiness for urban Indians in the pecking order in August were: family (73 per cent), health (67 per cent), friends’ circle (62 per cent), employment or work (60 per cent), colleagues and business associates (57 per cent), economic and financial conditions (54 per cent), neighbours (53 per cent), situation of country (45 per cent) and situation of the world (39 per cent).

    Ipsos India group service line leader – public affairs and corporate reputation Parijat Chakraborty said, “We see an uptick in happiness of urban Indians in August 2023 and further, family, health and economic and financial conditions are turning up the happiness meter, conveying a pertinent message that the biggest sources of happiness continue to be close family ties, salubrious health  and financial security. Though work, colleagues, friends’ circle,  neighbours, situation in the country and around the globe, all these factors accentuate happiness for urban Indians.”

    “Happiness is not superficial. It manifests itself  in different areas that have a bearing on our day to day existence. And slippage in one area can impact all other areas,” added Chakraborty.  

  • The Moms Co partners with Neha Dhupia for its haircare category; launches a new digital video campaign

    The Moms Co partners with Neha Dhupia for its haircare category; launches a new digital video campaign

    Mumbai: The Moms Co., India’s leading toxin-free and natural personal care D2C brand, launches a new digital video campaign featuring Neha Dhupia for their Natural Protein Hair Care Range recognising the remarkable journey of motherhood and the changing needs that they go throughout the journey by supporting them with toxin-free hair care products made especially for moms.

    The campaign highlights how every mother faces moments where their hair becomes a joyful playground for their little ones, recognizing the devotion and sacrifices that define motherhood.  At The Moms Co., we understand these experiences and provide unwavering support throughout their journey with our Sulfate Free Natural Protein Hair Care Range, where we commit to care for each mother just as they care for their babies. The hair care range is infused with the enriching power of quinoa and wheat protein and promises to strengthen and nourish your hair by preventing hair fall as one embraces the transformative journey of motherhood offering our dose of care and indulgence.

    Speaking on the launch The Good Glamm Group CEO – Good Brands Co. Sukhleen Aneja commented, “At The Moms Co., we are committed to supporting the evolving needs for every mom through every change. With this new campaign launch, we aim to extend our support to every mother experiencing motherhood woes by crafting products that are formulated using the finest natural ingredients catering to their needs. We aim to provide mothers with the results they are in search of and the nurturing care they truly deserve and stand as companions on her remarkable journey.“

    Speaking about her association, actor and face of the campaign, Neha Dhupia commented,  “As a mother myself, I understand the transformative journey that comes with motherhood. This campaign is a heartfelt reminder that we as moms deserve the very best in the hair care range that understand and celebrate the different phases of motherhood. Joining hands with The Moms Co. for the hair care range is an empowering experience as the brands hair care philosophy stands for embracing the incredible transformation that motherhood brings where all mothers are beautifully cared for.”

    Speaking about the brand insight & idea, BBDO India CEO Suraja Kishore commented, “Becoming a mother is hard. It’s not all Instagram filters of perfection that people put out there. Culturally everyone gets over invested in the baby while the mom goes through an overwhelming experience full of complex emotions of joy, exhaustion, love, and worry, all mixed together. Therefore, when The Moms Co. briefed us, instead of looking for insights we chose to listen to confessions new moms had to share with us. It opened a flood gate of emotional data, like this one-  “…becoming a mother changes your fundamental identity – be it your skin or hair, the way your body looks and the way you look at the world too changes overnight…for a newborn…mom’s body is a playground…” Basis this we arrived at the positioning for the Moms Co to be an empathetic friend and a midwife that offers toxin-free products like this one is for hair-fall…by bringing alive real confessions the brand strikes an emotional cord by with every mom through every change!”

    With the latest campaign, The Moms Co. reiterates its vision to be there for mothers, every step of the way providing a nurturing foundation and enabling all supermoms to redefine the meaning of motherhood, weaving in self-care and empowerment with love. The campaign will debut on The Moms Co. social channels – YouTube & Instagram and will be further amplified across digital and mainline media. With the vision of fostering a smoother journey for mothers, The Moms Co. has also launched The Mompreneur Show India’s first-in-market reality show, empowering mompreneurs, and giving them a platform to spread awareness and make their business dreams a reality.

  • Ghoomer’s inspiring tale enthuses Mumbai deaf women’s cricket team at the PVR screening

    Ghoomer’s inspiring tale enthuses Mumbai deaf women’s cricket team at the PVR screening

    Mumbai: Cricket is India’s most popular game; nothing can beat the euphoria of watching our players own the game. The men’s and women’s cricket teams swell our chests with pride. Recently released “Ghoomer” is a poignant tale showcasing the achievements of differently abled athletes in the face of adversity. The plot revolves around Anina (Saiyami Kher), a gifted cricket player whose aspirations are shattered by a life-altering event. Regardless of the setback, Anina remains unyielding, and, with the guidance of her coach Paddy (Abhishek Bachchan), she embarks on a journey to make a comeback. The duo collaborates to create a unique bowling technique, Ghoomer, which becomes the cornerstone of Anina’s triumph. The movie is a potent reminder that no challenge is insurmountable if one has the courage to persevere.

    In a remarkable celebration of sporting determination and perseverance, PVR INOX hosted an exclusive screening for the Mumbai Deaf Women’s Cricket Team. The movie stands as a testament to the indomitable spirit of athletes who have triumphed over challenges in the realm of sports and served as a true tribute to the real-life sportswomen, who have stood against all odds. The eventful evening witnessed the presence of Abhishek Bachchan and Saiyami Kher, who added an extra layer of excitement for the attendees. The renowned star cast joined the Mumbai Deaf Women’s Cricket team for this special occasion, marking a true fusion of inspiration and recognition, and was amazed by the Team’s determined energy.

    The players were captivated by the stellar performances portrayed in the movie and took the opportunity to engage with the star cast in conversations that highlighted the dedication and hard work put into bringing the narrative to life.

    Commenting on the overwhelming response received for the film across the country, and during the screening, PVR INOX Ltd co-CEO  Gautam Dutta said, “Ghoomer stands as a profoundly moving cinematic piece, a testament to the unwavering commitment, resilience, and unyielding determination in the face of challenges. The narrative not only resonates with those who have triumphed over adversity but also resonates with all those who aspire to excel in the world of sports. It has been a privilege for us to extend our hospitality to the Mumbai Deaf Women’s Cricket team. Much like Anina’s character in the film, these exceptional athletes exemplify breaking boundaries and realizing ambitions. Their genuine appreciation for the film is truly gratifying, and we eagerly anticipate embarking on many more such meaningful initiatives in the times ahead.”

    Indian Deaf Cricket Association CEO Roma Balwani commented on the screening and the movie and shared, “Ghoomer is truly an exceptional film, and the thoughtful arrangement of this special evening by PVR INOX has been deeply appreciated by all of us, especially the team. The film possesses an inherent emotional resonance and strikes a chord not only with our women’s cricket team but also with athletes confronting similar challenges. It’s heartening to witness their stories of perseverance, dedication, and innate talent being acknowledged and celebrated. Our appeal is to help create awareness about disability sports & deaf cricket in India which will immensely help gain recognition from the GOI, Ministry of Youth Affairs & Sports in this category of cricket. We look forward to more support for this worthy cause of providing official recognition for this distinct cricket category.”

    Sharing his reflections on the evening, Actor Abhishek Bachchan, who portrays the role of Coach Paddy in the film, expressed, “Meeting these remarkable female athletes, who, much like Anina, have triumphed over adversities to achieve the extraordinary, is an immense privilege. Their genuine appreciation and recognition for Ghoomer hold a special significance. Being a part of this event brings me immense joy. In connecting with the women cricketers of IDCA, I earnestly hope that our film, akin to their journey, serves as an inspiration for aspiring cricketers and athletes at large. My heartfelt gratitude to PVR INOX for this opportunity.”