ITV

Category: MAM

  • Warner Bros. World Yas Island unveils branded aircraft with Etihad Airways partnership

    Warner Bros. World Yas Island unveils branded aircraft with Etihad Airways partnership

    Mumbai: Warner Bros. World Yas Island, Abu Dhabi, the Middle East’s indoor theme park, is thrilled to announce a groundbreaking extension to its partnership with Etihad Airways, marking a monumental milestone in the theme park’s history. This exciting collaboration will bring the excitement of Warner Bros. World to the skies with the launch of the world’s first Warner Bros. World branded aircraft, taking guests’ pre-theme park experience to new heights.

    The first-ever Warner Bros. World branded aircraft was unveiled to the public on July 25 at a spectacular launch event held at Warner Bros. World. This reveal event was a grand celebration of creativity, fun and innovation, showcasing the unique partnership and setting the stage for an extraordinary journey.

    The partnership between Warner Bros. World and Etihad Airways represents the largest collaboration for the theme park to date. As part of this captivating initiative, an Etihad Airways aircraft – Boeing 787-10 Dreamliner – has been creatively wrapped with iconic Warner Bros. characters. On one side, guests will be greeted by the mischievous antics of iconic classic animation characters like the Looney Tunes and Tom and Jerry, while the other side showcases the heroic feats of beloved DC Super Heroes.

    Expressing his enthusiasm about the partnership,  Miral group CEO  Mohamed Abdalla Al Zaabi said: “We are absolutely delighted to partner with Etihad Airways to bring the first-ever Warner Bros. World branded aircraft to fans. This collaboration not only expands the customer experience but also extends the thrill of Warner Bros. World™ beyond our park’s walls, creating a super vacation with long-lasting unforgettable memories for passengers of all ages.”

    Adding to this, Antonoaldo Neves, Chief Executive Officer, Etihad Airways, said: “Building on the strong reputation we have built as a family-friendly airline, we’re thrilled to take our partnership with Warner Bros. World to the next level. Our Looney Tunes and DC Super Hero-themed aircraft will take our brands to destinations worldwide promoting one of Abu Dhabi’s many attractions. We look forward to welcoming more and more visitors inspired to visit our home, Abu Dhabi, and in particular, delighting our Little VIP guests while they journey with us.”

    What’s more, all young guests aged up to 10 years old, flying on Etihad Airways longer flights will receive brand new Warner Bros. World Kids Packs that are being rolled out across the network this summer. Bursting with creativity, these packs are designed to entertain young travellers with activities that inspire them to draw their favourite superheroes and engage in a variety of fun tasks throughout the flight, ensuring every moment is packed with adventure. Infants will receive a DC Super Hero-themed soft blanket, while juniors will receive goodies such as a branded backpack, Super Hero cape, water bottle and activity kit.

    Adding to the excitement, Warner Bros. World Abu Dhabi will also debut an exclusively branded, dedicated children’s lounge within the Etihad Airways Lounge at Zayed International Airport in Abu Dhabi. This whimsical lounge will transport travellers into the incredible universe of Warner Bros. World™ Abu Dhabi, offering a one-of-a-kind experience that brings the wit of the park to the airport, making every journey as delightful as a visit to the theme park itself.

     

     

  • Why athletes & celebrities are ditching regular water for black Alkaline water

    Why athletes & celebrities are ditching regular water for black Alkaline water

    Mumbai: In the world of health and wellness, staying hydrated is paramount, and celebrities are leading the charge with a new trend: black alkaline water. Known for its distinctive colour and unique health benefits, black alkaline water is quickly becoming a staple among top celebrities, including Anil Кароог, Varun Dhawan, Badshah, Malaika Arora, Sara Ali Khan, Kajal Aggarwal, Karan Johar, Trent Boult, Rachin Ravindra, Arshdeep Singh.

    Anil Kapoor during his recent movies’ promotion was spotted with spoke Black Alkaline Water, he said “My fitness, my passion, my quest for more. Black alkaline water from the fighter in me to the fighter in you, trust me it works.”

    Trent Boult, New Zealand’s International cricketer was spotted with Black Alkaline Water and when asked what was in his hand, he said “It’s Black Alkaline Water, in hot weather like this, you need to stay hydrated.”

    Karan Johar, on being asked ‘Do you drink black water?’  He replied- “Sab peete hai mai bhi peeta hu. Healthy hai peena zaruri hai.”  

    Ranvijay Singha said “I moved to black alkaline water some time back and I’ve been extremely happy with it as it is multifunctional and more than just water. Its pH is more than eight which reduces the acid built-up in the body and the minerals flush out the toxins and detoxify the body. Never thought even water can be black in colour.”

    Celebrity Nutritionist Pooja Makhija said “Staying healthy, staying hydrated with boosted immunity is quite the need of the hour. India’s first black alkaline water has 70 essential minerals which are derived from the core of the Earth and all these minerals have high potency, help you detoxify, reduce acidity and stay hydrated for longer duration.”

    Celebrity Nutritionist Yasmin Karachiwala said, “As Evocus is loaded with minerals and high alkalinity, it continuously flushes out toxins from our body and provides detoxification. I started using it 30 days ago and I surely see a difference.”

    This surge in popularity is not just a fleeting fad. Black alkaline water stands out in the crowded beverage market with clinical research backing its benefits. Studies have shown that black alkaline water can enhance hydration and reduce exercise-induced fatigue, it maintains the body’s gut health, and detoxification, making it a perfect fit for the active lifestyles of celebrities.

    The appeal of black alkaline water among celebrities can be attributed to its functional benefits beyond simple hydration. As the demand for functional beverages grows, more individuals are seeking drinks that offer additional health advantages. Black alkaline water fits this demand perfectly, offering a unique composition that supports overall well-being.

    In an era where health and fitness are paramount, the rise of functional beverages is undeniable. Black alkaline water’s unique properties, including its enhanced hydration capabilities and ability to combat fatigue, make it an attractive choice for those committed to maintaining peak physical condition.

  • Libas kicks off its annual flagship ‘Purple Days’ sale

    Libas kicks off its annual flagship ‘Purple Days’ sale

    Mumbai: Libas, a fast fashion omnichannel ethnic wear brand, has announced the return of its flagship sale – the Purple Days sale. Scheduled to run from 27 July to 4 August, this highly anticipated sale promises to deliver an exceptional shopping experience with exclusive offers and promotions. Designed to cater to the diverse tastes and preferences of Libas’ valued customers, this sale is an unmissable shopping extravaganza.

    In a bid to offer a captivating user experience, the brand announced the sale through their official social media, featuring an interactive CGI campaign. Set against the backdrop of Qutub Minar, the video showcases a blimp flying through the sky, displaying a banner that announces the upcoming sale.

    Libas has earned a stellar reputation for its trendsetting ethnic wear across their omni channel offerings. This year too, the Purple Days sale will be a shoppers paradise for fashion enthusiasts. Customers can look forward to unparalleled discounts, with the primary promotional offer being “Up to 70 per cent off + extra 15 per cent off*”. In addition, a range of enticing checkout and cart-level offers will be available, including “Buy four at 2199”, “five per cent off on 1499”, “10 per cent off on 1999”, and “15 per cent off on 2499”.

    To further enhance the shopping experience, Libas has strategically partnered with influencers and brand ambassadors to amplify the reach and impact of The Purple Days sale. These influencers will share exclusive insights, providing customers with style inspiration and highlighting must-have items from the sale.

    Moreover, Libas is delighted to announce special offline store activations throughout the sale period. Customers visiting the brand’s physical stores can expect an array of delightful surprises, including complimentary goodies from Wingreens World for purchases exceeding a specific value. These activations are aimed at creating a memorable and engaging shopping experience for the in-store customers.

    Commenting on this year’s sale, Libas founder and CEO Sidhant Keshwani said, “We are incredibly excited for this year’s Purple Days Sale, which promises to be our most remarkable event yet. What sets this year’s sale apart is our comprehensive omnichannel approach, designed to ensure maximum consumer engagement both online and in stores. Our customers can enjoy the same exceptional discounts and offers, whether they choose to shop from the comfort of their homes or visit our physical locations. This seamless integration reflects our commitment to providing an unparalleled shopping experience, and we look forward to delighting our customers with the best of Libas.”

    Libas remains committed to offering high-quality, stylish, and affordable fashion to its customers. The Purple Days sale is a testament to this commitment, providing an opportunity for shoppers to indulge in their favorite fashion pieces at unbeatable prices.

  • MICA and WebEngage introduces new course ‘Tech Tonic’

    MICA and WebEngage introduces new course ‘Tech Tonic’

    Mumbai: With brands shifting their focus to retaining existing customers instead of acquiring new ones, retention marketing and consumer tech has climbed up the priority list for marketers and media managers. Taking the digital leap, MICA Ahmedabad has introduced a course titled ‘Tech Tonic – Consumer Tech and Campaign Management’ that will equip students with key principles of Consumer Technology, Retention Marketing, and Campaign Management.

    To design and deliver this course, MICA’s Media Entertainment and Sports Management  Specialisation (MESM) Area has partnered with WebEngage, a leading MarTech platform and Retention Consultancy suite that simplifies user engagement at scale. Industry veterans will lead the eight-session intensive program which aims to bridge the gap between traditional marketing theory and the practical application of data analytics in today’s competitive consumer tech landscape.

    Speaking of the collaboration, MICA Dean Prof. Githa Heggde, said, “Today, data and technology is redefining consumer journeys and experiences. Hence, gaining a deeper understanding of the technologies that are reshaping and reconfiguring consumption experiences, costs and availability of data, analytics and business intelligence in media business becomes imperative. This collaboration with WebEngage acknowledges the growing need for academic programs that reflect the data-driven nature of modern marketing and will equip MESM area students with skills to tackle critical issues.”

    Spanning over five weeks, this course will help students delve into challenges faced by massive media platforms in India’s highly competitive market. They will gain deep insights exploring how such platforms analyse customer data, tackle user engagement, communicate effectively across channels, and ultimately acquire users and retain them in this dynamic environment.

    Delving into the course structure, MICA Prof. Santosh Patra and Prof. Anirudh Kalia, from the MESM area said, “Media, both as a vehicle and as businesses, have pivoted sharply from B2B to D2C under the waves of technology. This change makes it imperative for our media, entertainment and sports management specialisation students to learn data in all its nuances, building and managing consumer journeys and tools for engagement and retention. TechTonic – Consumer Tech & Campaign Mgmt is one such course that will equip them with both understanding and tools needed to navigate this better.”

    “The course curriculum will expose students with in-depth key marketing principles like data-driven campaign planning, customer segmentation, personalisation and hyper-personalisation and retail media measurement”, they added.

    WebEngage chief growth officer Ankur Gattani said, “This initiative aligns perfectly with WebEngage’s commitment to nurturing future-ready marketing, user engagement and retention professionals. There’s a great demand for talent in this space and I’m excited that MICA is giving the students a head-start into this subject – blending practical knowledge with their academic rigour.”

    The course will have experts including Omnicom Media Group chief media officer Rabe T Iyer, Ankur Gattani,  and Omnicom Media Group chief growth officer Anand Chakravarthy share their insights with our students.

  • Navigating the digital landscape: Marketing insights for fintech startups

    Navigating the digital landscape: Marketing insights for fintech startups

    Mumbai: India’s fintech industry is seeing a significant change, driven by advanced technological breakthroughs, forward-thinking government legislation, and changing customer tastes. The dynamic nature of this environment is transforming the accessibility, delivery, and overall experience of financial services across the entire nation. India’s adoption rate of 87 per cent above the global average of 64 per cent, establishing it as a prominent fintech powerhouse.

    The Industry’s Total Addressable Market is estimated to be $1.3 Tn by 2025 and Assets Under Management and Revenue is estimated to be $1 Tn and $200 Bn by 2030, respectively. The government has also played a crucial role through initiatives like Pradhan Mantri Jan DhanYojana, Aadhar, and Unified Payments Interface, which have improved financial inclusion and digital payments. Fintech funding has also grown significantly, with Indian fintech startups raising $5.65 Bn in 2022.

    This fast-moving scenario in India’s Fintech is inviting many new market entrants, while the older players are integrating digital technologies for a wider audience outreach. Today’s Fintech landscape is characterised by a tech-savvy consumer base that demands seamless, personalised, and secure financial solutions.

    In such a scenario, it is significant for Fintech companies to implement strong digital marketing strategies, which will enable them to reach millions of people cost-effectively. By utilising in-depth consumer insights, Fintech brands can create highly targeted and personalised campaigns that resonate with their audience. From mobile-first initiatives to engaging social media content, multiple digital strategies in Fintech companies are meeting their consumers where they are building trust and driving conversions.

    Channeling the Power of Content and SEO

    Content marketing is emerging as a cornerstone of Fintech digital marketing strategies. By creating valuable, informative, and educational content, Fintech companies are positioning themselves as thought leaders. Complementing this content-driven approach, Fintech firms are prioritising search engine optimisation (SEO) to enhance their online visibility and reach. Through keyword research, content optimisation, and technical website improvements, many Fintech companies are attracting organic traffic and staying ahead of the competition in the digital landscape.

    Using Emerging Technologies

    As the Fintech industry is at the forefront of technological innovation, it is also now getting reflected in the digital marketing strategies implemented by leading players. From artificial intelligence and machine learning to augmented reality and video content, fintech companies are embracing the latest digital tools to deliver personalised, engaging, and impactful experiences.

    Using emerging technologies, Fintech brands can streamline their marketing efforts, optimise campaign performance, and provide their customers with cutting-edge financial solutions. Emerging technologies can be and should be implemented in digital marketing too, where hyper-personalization, consumer behaviour, their likes and dislikes, spending habits can be used to create specific target segmentation. Reaching out to the right kind of audience can lead to lead to better conversions and lead generation in a shorter period of time.

    Implementing data analytics in an optimum way

    Data analytics is vital for shaping successful social media campaigns in Fintech, by providing insights into engagement rates, click-through rates, and conversion rates. These metrics help marketers understand what content performs best, optimise posting schedules, and identify the most responsive audience segments. Data also aids in tracking brand reputation, allowing marketers to quickly address negative feedback. By utilising these insights, marketers can create highly targeted, effective campaigns that drive results, turning social media strategy from guesswork into a precise, evidence-based approach. Thus, companies should use maximum data, in the most effective way and without impacting consumer data breaches to create the most effective Fintech-led brand campaigns.

    With the rapid evolution of India’s fintech industry, digital marketing has become essential for effectively reaching and interacting with specific target audiences. The fintech revolution in India showcases the profound impact of technology, creativity, and forward-thinking policymaking. Fintech companies are poised to revolutionise the way Indians access, manage, and engage with financial services by smoothly incorporating digital solutions into the financial ecosystem. The progress of the digital environment will have a significant impact on the future of India’s financial system, with the collaboration between fintech and digital marketing playing a crucial role. Through consistent backing from the government and the creative thinking of fintech pioneers, there is limitless opportunity for more change, leading to a financial future that is more inclusive, efficient, and empowering for everyone.

    This article has been authored by DigiXpressions Media co-founder and CEO Mohd Saqib Khan

  • Shubman Gill & Preity G Zinta are set to revolutionize the Indian fitness market with DRIVE FITT

    Shubman Gill & Preity G Zinta are set to revolutionize the Indian fitness market with DRIVE FITT

    Mumbai: DRIVE FITT, a groundbreaking 24/7, member-based, world-class gym facility seamlessly integrating the world of cricket and fitness launches in India. Co-founded by Preity G Zinta, cricket star Shubman Gill, and Australian businessmen Mark Sellar and Deke Smith, DRIVE FITT uniquely blends state-of-the-art cricket training facilities involving high-tech bowling machines in the nets, yoga studios, comprehensive strength, conditioning, and cardio training with gym amenities and plans to open its flagship facility later this year.

    Through its mission to ignite a passion for health and fitness through the love of cricket, the brand strives to offer the finest facilities for everyone passionate about fitness, health, and cricket. This innovative approach ensures that DRIVE FITT caters to everyone—from aspiring cricketers seeking professional training to fitness enthusiasts looking for a comprehensive workout experience using the world’s best sporting and cricketing technology and equipment. Members can enjoy these premium services for just a small weekly fee.

    The aim is to expand its franchise business to 300 locations across India within the next three years. This rapid expansion is designed to make top-tier fitness and cricket training accessible to a broader audience, fostering a healthier and more active nation.

    Speaking about the launch, renowned actress DRIVE FITT co-founder Preity G Zinta said, “I am excited to bring DRIVE FITT to India as it represents a unique fusion of fitness and cricket, two passions that resonate deeply with me and a lot of people in India. Our mission is to create an inclusive environment where people of all ages and fitness levels can come together to train, have fun, and stay healthy. I’m excited to bring this innovative concept to India and can’t wait to see how it transforms lives.”

    Talking about his entrepreneurial venture, prominent and well-known cricketer DRIVE FITT co-founder Shubman Gill commented, “The seed of DRIVE FITT was my experience of a lack of accessible, quality training facilities. Growing up, this meant hours wasted in commuting between home, the pitch and the gym. DRIVE FITT will change this with a unique space that integrates world-class gym and fitness facilities with cricket-infused training. We understand the vital link between physical and mental well-being, and our goal is to help individuals, both aspiring cricketers and fitness enthusiasts, excel both on the field and in life. DRIVE FITT is more than just a gym; it’s a community to empower every Indian with the key to achieve their fitness and wellness goals.”

    Talking about the launch, DRIVE FITT CEO & co-founder Deke Smith said, “With DRIVE FITT, we’re thrilled to bring a unique blend of cricket and fitness to India. With India’s fitness industry growing at an impressive 25-30 per cent year-on-year and cricket participation surging, DRIVE FITT offers a comprehensive solution for all fitness and cricket enthusiasts of every age. Our goal is to inspire a passion for health and wellness through the excitement of cricket, providing world-class facilities and training methods designed by cricketing experts.”

    DRIVE FITT chairman & co-founder Mark Sellar shared, “DRIVE FITT represents a groundbreaking fusion of sport and fitness, tailored for everyone. It’s a place where people can train for cricket, have fun, and get fit and healthy any day of the year. With our state-of-the-art facilities and cricket training programs developed by Shubman Gill and Australian cricketers Chris Lynn and Ryan Harris, we aim to empower individuals to achieve their fitness goals while enjoying the spirit of cricket.”

    Understanding the diverse schedules and demands of its members, DRIVE FITT facilities will operate 24/7. This ensures that individuals can access top-notch fitness resources and training programs at any time, promoting a flexible and convenient workout environment. Additionally, it also provides personal training, cricket coaching, group classes, and yoga, all utilizing cricket-infused training methods developed by renowned cricketers Chris Lynn, and Ryan Harris known for the powerful hitting in T20 leagues and the latter Australian cricketer known for his fast bowling and remarkable resilience. 

  • Valueleaf’s ‘Mitra – The Chanakya Way’: Fusing ancient wisdom with modern marketing innovation

    Valueleaf’s ‘Mitra – The Chanakya Way’: Fusing ancient wisdom with modern marketing innovation

    Valueleaf Services, a leading ad tech company with 18 years of experience, is renowned for offering innovative and creative end-to-end performance solutions. Specializing in over 15 categories, including Real Money Gaming, Banking & Finance, and Crypto, Valueleaf excels in user acquisition and unique marketing solutions for over 400 brands. With a focus on ROI-driven campaigns, fixed CPL, and no-risk engagement, Valueleaf adds significant value to businesses in the competitive online marketing landscape.

    Indiantelevision caught up with Valueleaf Group president Amitabh Bishnoi to discuss the thought process and inspiration behind their latest initiative, “Mitra – The Chanakya Way.” Rooted in the profound teachings of Chanakya, this event embodies strategic wisdom and foresight, aiming to foster a collaborative marketing community.

    Edited excerpt

    On the thought process and inspiration behind Mitra – The Chanakya Way

    Mitra – The Chanakya Way” is born out of Valueleaf’s unwavering commitment to cultivating a collaborative and dynamic marketing community. The inspiration behind this initiative stems from the profound teachings of Chanakya, the ancient Indian strategist renowned for his unparalleled wisdom and strategic acumen. Chanakya’s principles of foresight, knowledge sharing, and meticulous planning are seamlessly woven into the fabric of this event. Mitra – The Chanakya Way is not just a gathering it is a confluence of minds where marketing professionals come together to exchange ideas, foster partnerships, and propel the industry forward with a collaborative spirit.

    On the significance and rationale behind selecting the name “Mitra – The Chanakya Way”

    Mitra – The Chanakya Way” signifies the fusion of friendship and strategic wisdom. “Mitra,” meaning “friend” in Sanskrit, embodies our mission to create a warm, collaborative community. “The Chanakya Way” reflects our dedication to strategic thinking and innovation in marketing. This event encapsulates our vision of combining knowledge, strategy, and collaboration to elevate the marketing industry.

    As Satish and Srikanth, founders of Valueleaf, state, “Mitra – The Chanakya Way is our tribute to Chanakya’s timeless wisdom and our commitment to fostering a thriving marketing community through strategic collaboration and shared knowledge. It’s more than an event; it’s a movement towards a smarter, more connected marketing landscape.

    On of the key takeaways from Valueleaf’s Mitra – The Chanakya Way, featuring a panel of CMOs

    At “Mitra – The Chanakya Way,” marketing thought leaders highlighted how deep analytics is revolutionising marketing strategies. By leveraging AI and big data, marketers can achieve advanced targeting and personalization, ensuring messages reach the right audience at the right time. This data-driven approach allows for strategic foresight, enabling marketing leaders to anticipate trends and plan long-term. Cross-platform integration, powered by analytics, ensures a seamless customer experience with consistent engagement across channels. Furthermore, ethical data practices build transparency and trust with customers. The panel emphasized that understanding and anticipating customer needs through deep analytics is key to driving engagement and loyalty. This collaborative sharing of insights fosters a marketing community dedicated to growth and innovation.

    On the strategic reasons for choosing Macau as the international venue for the event

    Valueleaf’s decision to host Mitra 2024 in Macau was all about escaping the daily grind and letting the true personalities of industry leaders shine. Macau, with its unique blend of vibrant culture and tranquillity, was the perfect setting to leave behind the everyday hustle and focus on genuine connections. By choosing this location, Valueleaf aimed to create an environment where creativity and innovation could thrive. Away from typical corporate surroundings, attendees were free to relax, share insights, and engage in real conversations. This strategic move was designed to break down barriers and inspire fresh ideas, ensuring that Mitra 2024 was not just another event, but a memorable experience that made a lasting impact on everyone involved.

    On Valueleaf’s plans for future events and details about upcoming initiatives

    Building on the success of the Mitra – The Chanakya Way event in Macau, Valueleaf is set to elevate its influential initiative to new international heights, with a strategic vision to convene marketing leaders from across the globe. These forthcoming gatherings will offer a unique platform for professionals to connect, exchange insights, and foster innovation. The second edition of Mitra – The Chanakya Way, launching soon, will delve into pioneering advancements in martech, adtech, and immersive advertising, sharing essential knowledge for thriving in an ever-evolving digital landscape. Amitabh Bishnoi, President – Growth at Valueleaf Group, emphasized, “Our mission is to make Mitra – The Chanakya Way a hallmark event in the global marketing arena. We are committed to hosting more transformative gatherings in various international locales, enabling marketers to collaborate and stay ahead of the curve with shared knowledge.” Valueleaf’s unwavering commitment to advancing the marketing community fosters environments where professionals can build lasting relationships and stay abreast of industry trends, ensuring the sustained success and innovation of its clients and the broader marketing industry.

    On Valueleaf’s potential expansion into other industries for future Mitra – The Chanakya Way events

    Valueleaf is continuously exploring opportunities to expand its reach and impact across various industries. While Mitra – The Chanakya Way has firmly established itself as a premier community in the martech and ad tech spaces, our commitment to fostering innovation and collaboration remains strong. We are actively evaluating potential sectors that could benefit from the insights and connections facilitated by Mitra. As we plan future iterations, our focus will be on delivering unparalleled value and creating transformative experiences for all participants, ensuring that Mitra stands out as a hallmark community in the industry.

  • Yakult Danone India launches Yakult Light Mango Flavor

    Yakult Danone India launches Yakult Light Mango Flavor

    Mumbai: Yakult Danone India Pvt Ltd, a globally renowned probiotic brand, has announced today that it is expanding its product portfolio by introducing a new variant – Yakult Light Mango Flavour, on 25 July 2024. The launch event was graced by Bollywood star Sanya Malhotra, Mr Takashi Ariyoshi, Minister and Deputy Chief of Mission of the Embassy of Japan in India, Mr Eiji Amano, Managing Director of Yakult Danone India Pvt Ltd, and Dr Neerja Hajela, Head – Science and Regulatory Affairs of Yakult Danone India Pvt Ltd.

    Yakult Light Mango Flavour is a sister product of the signature Yakult. The new product contains the same unique probiotic, Lactobacillus casei Shirota (SHIROTA strain), in the same amount of 650 crores as the original and flagship Yakult. The original probiotic drink was invented by a Japanese medical doctor called Dr Minoru Shirota and was designed to take in the human-friendly bacterium that could reach the gut alive and impart tremendous health benefits. Saddened by the death of children caused by infections due to inadequate hygiene and poverty in Japan in the early 1900s, he emphasised on preventing diseases with the power of probiotics rather than curing diseases and infections after they occur. He embodied his ideal by launching the SHIROTA strain as a food in the market so that as many people as possible could get the benefit of the probiotic bacterium while enjoying the delicious taste. Through more than 90 years of research, the SHIROTA strain has been scientifically proven to help improve digestion and build immunity when consumed regularly. Based on Dr Shirota’s philosophy, the Yakult company in India came to launch Yakult Light Mango Flavour, a national-favourite-fruit-taste product, to contribute to the health of more people in India.

    The retail price of Yakult Light Mango Flavour is Rs. 100/—for a pack of 5 bottles, which will be available at retail outlets in 28 states and 5 union territories from 25 July 2024 onwards. Also, Yakult has a unique home delivery sales channel, where nearly 300 ‘Yakult Ladies’ deliver the products to the customers’ doorstep in Delhi NCR, Chandigarh, Jaipur, Mumbai, and Pune. Yakult products, including Yakult Light Mango Flavour, are also available through e-commerce.

    Speaking about the launch of Yakult Light Mango Flavour, Yakult Danone India Pvt Ltd managing director Eiji Amano said, “At Yakult, our core philosophy is to enhance the gut health of consumers worldwide using our unique probiotic strain “Lactobacillus casei SHIROTA strain”. With over 2 lakh bottles of Yakult consumed daily in India, we have become a household name, enjoyed by many families as part of their daily routine. With the launch of Yakult Light Mango Flavour, we are expanding our product portfolio to cater to the tastes and preferences of Indian consumers. This new variant maintains the same health benefits as our classic Yakult while introducing a delightful mango flavour that is widely loved. We believe this addition will appeal to our consumers who relish mango taste.”

    Taking centre stage at the launch, Bollywood actress Sanya Malhotra said, “I am super excited to be a part of this exciting launch. There is great concern about the increasing rise in lifestyle disorders due to erratic lifestyles, poor nutrition, stress, lack of adequate sleep, pollution and generally poor gut health. I take my daily dose of probiotics to keep my gut healthy, and Yakult has been an integral part of my diet for a long time now. Today, I am pleased that the company has introduced Yakult Light Mango Flavour, which tastes delicious and refreshing. I am sure it will be a favourite among all mango and Yakult lovers.”

    Yakult Danone India Pvt Ltd head of science and regulatory affairs Dr Neerja Hajela added that Lactobacillus casei strain Shirota (SHIROTA strain) is unique to Yakult, and is backed by more than 100 human studies conducted across the globe, including India. Probiotics are essential as they increase the good bacteria in the gut and reduce the harmful disease-causing bacteria. By doing so, they ensure better digestion of food, proper absorption of nutrients and stronger immunity to reduce the risk of infections. A decrease in probiotic bacteria in the gut, coupled with poor lifestyle, can lead to poor gut health and weak immunity, manifesting as fatigue, poor growth and development, malnutrition and repeated infections. To keep the gut healthy, it is essential to introduce probiotics into the daily diet through scientifically validated probiotic products.

  • Polarised views among Indians on Paris Olympic Games 2024: Ipsos Global Attitudes

    Polarised views among Indians on Paris Olympic Games 2024: Ipsos Global Attitudes

    Mumbai: The Ipsos Global Advisor Survey in 33 countries on the Paris Olympic Games 2024, displays polarised views among Indians for those interested (53 per cent) in watching the games versus those uninterested in watching the game (47 per cent). Though the interest in the Paris games was significantly high among most Asian countries, particularly in China (86 per cent), Thailand (77 per cent), Indonesia (75 per cent) and Philippines (71 per cent).

    The global sporting event is being held from 26 July to 11 August 2024.

    Favourite games

    Among all games, global citizens (28 per cent) and urban Indians (28 per cent) are most interested in watching football/ soccer. Other games Indians have evinced interest in, included, badminton (18 per cent), volleyball (14 per cent), tennis (14 per cent), cycling (13 per cent), boxing (11 per cent), basketball (11 per cent), among others. While global citizens were keen to watch athletics (26 per cent), gymnastics (24 per cent), aquatics (18 per cent), volleyball (17 per cent) etc. A whole array of sporting events causing frenzy among sports enthusiasts.

    Elucidating on the findings of the survey, Ipsos India CEO Amit Adarkar said, “While the Olympic Games in Paris is a global sporting event, India has not bagged many medals in the past, just a trickle, except in the Tokyo 2020 Olympics which was held 3 years ago in 2021 (one year delay due to Covid19),  when India bagged seven medals – one gold, two silver and four bronze medals – the highest ever medal tally. The stickiness is not as profound as it is for cricket. But the good news is that India is sending a large contingent of 171 athletes to Paris, with 72 athletes making their Olympics debut and there is a huge hope around them to potentially get a haul of medallions.”        

    Positive sentiment for the global sporting event, all pervasive

    Interestingly, Indians were seen to have a positive sentiment for the Olympics rating it high across a bunch of parameters: for instance, three in four Indians (75 per cent), held the view that the Paris Olympics is a good opportunity for the world to come together; 76 per cent Indians said the Olympics will bring the country together; 75 per cent Indians said seeing their Olympics team made them proud of their country; though 75 per cent urban Indians also felt that there was too much display of nationalism during the Olympics; 76 per cent Indians were of the view that govt funding should support our athletes are the Olympics; further there was a strong support among Indians for global events like the Olympics to be held  despite the climate impact of travel and construction, with 76 per cent Indians endorsing this view. 74 per cent Indians also believed that Paris Olympics should go ahead regardless of the world’s economy and conflicts, for example wars in Ukraine and the Middle East; and 76 per cent of the urban Indians polled build a strong case for Olympics, believing Olympics inspire tomorrow’s generation to participate in sports.  

    “The global sporting event of Olympics unifies the world, reaffirming the spirit of nationalism, especially just watching one’s contingent gives goose bumps. And let’s not forget, one gets to watch the best of breed players vying for the much-coveted medals. Now that we are closer to the event, with the event kicking off this week, more number of sports enthusiasts are likely to watch the event, with all the amplified hype built up at the local level,” added Adarkar.

    Check out the entire survey here: 
     

  • Adani Wilmar’s #MonsoonWithFortune billboard features a Pakoda-in-the-rain twist

    Adani Wilmar’s #MonsoonWithFortune billboard features a Pakoda-in-the-rain twist

    Mumbai: The onset of rain has inspired Adani Wilmar, an FMCG brand, to give an immersive, 3D twist to the newly launched #MonsoonWithFortune campaign. Crafted around its premier edible offering, Fortune Soyabean Oil, synonymous with quality and taste, is all set to welcome the monsoon season with a revolutionary new campaign.

    Building on the inherent joy of indulging in pakodas during rainy days, Fortune has installed innovative hoardings across key locations in Lucknow, Kolkata and Pune. These hoardings feature a unique mechanism that transforms an empty plate into a mouthwatering platter of pakodas with the falling of the rains.

    The eye-catching, bright yellow-and-green hoarding features an empty plate with the words, ‘Baarish Ka Intezaar’ (waiting for the rains) which instantly changes to ‘Pakode Hain Tayaar’  (pakodas are ready) with the pouring of the rains. It perfectly encapsulates the anticipation and excitement associated with the monsoon. This dynamic, interactive display is sure to garner attention and bring a smile to those passing by the hoarding.

    Fortune has also launched a heartwarming TVC to further amplify the monsoon mood, capturing the season’s essence. The TVC, featuring the catchy tagline – ‘Yeh baarish phir se aayi hai, saath apne pakode ka mausam laayi hai’ (this rain has returned, bringing with it the much-loved season of pakodas), focuses on the shared experience of enjoying pakodas made by our mothers during the rainy season.

    Adani Wilmar senior vice president of sales and marketing Mukesh Mishra said, “This innovative campaign is our way of celebrating the joy of monsoon and connecting with our consumers on a deeper level. We believe this creative approach will resonate with our audience and reinforce Fortune’s position as a brand that understands and embraces the traditions and flavours of Indian households.”

    As part of the campaign, Fortune is offering an irresistible deal: Buy five litres of Fortune Soyabean Oil and get 400 gms of Fortune Besan absolutely free! This special offer is valid for a limited period and is a perfect opportunity to stock up on the essential ingredients for delicious pakodas.

    With its innovative hoarding campaign and captivating TVC, Fortune is set to make this monsoon season truly memorable.