Category: MAM

  • Cultivating success: A deep dive into Hybrid India’s journey to growth & excellence

    Cultivating success: A deep dive into Hybrid India’s journey to growth & excellence

    Mumbai: Hybrid India is one name that is shining like a star in the evolving landscape of Indian digital advertising. From its humble beginnings in 2020, Hybrid India has grown to become a powerhouse of innovation and stability in the Adtech industry. As of May 2024, the company stands with a proud team of over 25 experienced staff members who demonstrate uncompromising dedication to quality and excellence.

    Hybrid India’s greatest strength lies in its “people-first” approach. Employees are not regarded as “just resources” but highly valued members. This sense of belonging has been the key factor for many team members who have been associated with the company for the last three to four years and have contributed to its growth and success.

    “Our “people” have been and will remain the most valuable asset of our company. Their long-term dedication and zeal are the main factors that made the brand grow and prosper during all these years. We strongly believe that a culture of trust and collaboration should be fostered, wherein every employee feels appreciated and encouraged to participate in the overall endeavour,” said Hybrid INSEA MD and co-founder Shreyas Saathe.

    Hubrid

    One of the reasons behind the brand’s success in India is its work-life balance approach. Hybrid India is an oasis of sanity in an industry that is known for its long hours and high-stress jobs. Recognising that a brand’s success is founded on a team of happy and contented employees, the organization constantly tries to provide the kind of support and resources that each team member needs to grow and develop personally and professionally.

    “Apart from building a culture that promotes a healthy work environment, we always prioritize employee renewal and team bonding by regularly organizing annual off-site events that provide a space for relaxation, team building, and rejuvenation. Fun Fridays, team lunches, and other activities also contribute to the camaraderie and create memories that extend beyond the office walls”–  Hybrid country head, India Gandharv Sachdeva.

    Recently, Hybrid India took a major step by relocating to a larger, modern office space in Gurgaon, Sector 58, establishing it as the new corporate headquarters. The new office not only stands for the company’s aspirations for growth but also reflects the trust that employees have in the leadership.

    The company’s unwavering commitment to its people, clients, and vision has propelled it to the forefront of the AdTech landscape and as it continues to evolve and expand, it remains looking for fresh talent to join its ranks. Be it a long-time professional or a recent graduate, Hybrid India offers unparalleled opportunities for growth, development, and personal fulfilment.

    What Employees Say

    “Hybrid fosters an environment of collaboration, respect, and growth. Here individuals feel valued, supported, and motivated to contribute their best. With open communication channels and development opportunities, the company nurtures personal and professional fulfilment.”–  Hybrid India associate director – publisher relations Garima Choudhary

    “The work environment in Hybrid is both dynamic and fast-paced but also friendly and supportive. It is a place where passion and purpose are combined and where each day is a new chance to learn, grow, and add value to the organization. I consider myself fortunate to be a part of such a great group and I cannot wait to write the next chapter of success.”– Hybrid India  director of sales, North  Sushant Chopra

    “Being part of Hybrid isn’t just about a job; it’s about being part of a community that cares deeply about your success and well-being. It’s a feeling of belonging that I cherish every single day, and I’m grateful to be part of such an inspiring journey”– Hybrid India emerging market lead Subhasish Maitra

  • Forging a sustainable path: Multifaceted efforts in renewable energy, carbon offsetting, and impact reporting

    Forging a sustainable path: Multifaceted efforts in renewable energy, carbon offsetting, and impact reporting

    India’s energy needs are growing, and the country is committed to a sustainable future of energy with green hydrogen gaining attention as an option for meeting diverse energy requirements while reducing its carbon footprint. The National Green Hydrogen Mission, which aims at making India a global hub for green hydrogen production, use and export by 2030, has been initiated by the government of India. This ambitious initiative has significant implications for the country’s energy landscape, and it is crucial to understand the roles and strategies of various stakeholders in driving this transition.

    State governments take the lead: Developing regional green hydrogen hubs

    The emphasis on subnational roles and strategies is one of the major elements of the Green Hydrogen Mission. The development of regional Green Hydrogen Hubs is expected to have a significant role to play by state and local authorities. These hubs will serve as centers of excellence, fostering innovation, research, and development in the field of Green Hydrogen. By leveraging their unique strengths and resources, states can create a conducive ecosystem for the production, storage, and distribution of Green Hydrogen.

    Private sector initiatives: Driving the adoption of green hydrogen

    In the success of the Green Hydrogen Mission, the private sector also has a key role to play. Ways to integrate green hydrogen into their operations are being explored by companies in different sectors, such as power generation and mobility. A key factor in its uptake will be the availability of affordable and reliable green hydrogen. Investments in research and development, as well as the creation of a robust supply chain, will be essential to bring down the costs and ensure the scalability of Green Hydrogen projects.

    Advait Infratech is one of the companies that has shown a high level of profitability in the green energy sector. The company reported a 139.10% year-over-year increase in Profit After Tax (PAT) for the quarter ended March 2024. In addition to this, Advait also won the SECI Electrolyser Manufacturing Tranche I bid and was awarded 100 MW earlier this trade. The potential for growth in the energy sector, as well as opportunities available to businesses that are capable of adapting to green energy markets, is highlighted by the strong financial results.

    Addressing the challenges: A collaborative approach

    The challenges and obstacles which might emerge must be addressed in the course of India’s journey towards a green hydrogen future. The availability of skilled labour is one of the main challenges. In order to make sure that workers have the right knowledge and skills for working with this new technology, a substantial investment in education and training will be required as part of the Green Hydrogen Mission. In order to develop the necessary talent pool, collaboration between industry, academia and government will be crucial.

    A supportive policy framework: Key to success

    The need for a supportive policy and legal framework is also one of the challenges. However, a coherent national policy providing clarity on issues like pricing, taxation and incentives will be important for attracting investment and driving the adoption of green hydrogen, although many countries have put in place policies to encourage Green Hydrogen. The government should also consider introducing measures to incentivize the use of Green Hydrogen in various sectors, such as transportation and industrial processes.

    Conclusion: A sustainable future for India

    An important opportunity for India to move towards a sustainable energy future lies in the National Green Hydrogen Mission. India can build a thriving green hydrogen ecosystem that will drive innovation, generate jobs and reduce carbon emissions through the synergies of state governments, private industry and workers. But addressing the challenges and obstacles that may arise, as well as working on a collaborative and coordinated approach involving all interested parties is crucial to achieving this vision. India can become a global leader in the green hydrogen revolution with proper strategies and investments, setting an example for other countries to follow.

    The article has been authored by Advait Infratech Ltd head – sustainability business  Avantika Gupta.

  • EMGEE Group appoints BigBrandTheory as its branding agency

    EMGEE Group appoints BigBrandTheory as its branding agency

    Mumbai: EMGEE GROUP, one of India’s premier real estate developers, has announced the appointment of BigBrandTheory (BBT) as its official branding agency. With a focus on strategic innovation and creativity, BBT will develop a comprehensive branding strategy that encompasses rebranding EMGEE Group and crafting communication for all upcoming luxury projects. This includes creating marketing materials, producing a brand film, digital marketing, media campaigns, and innovative ideas.  

    With over three decades of experience in luxury real estate, EMGEE has been raising the bar for luxury living with its blend of sharp design aesthetics, cutting-edge technology, and stellar innovation, constructing over 3 million square feet of residential and commercial real estate across Mumbai, Lonavala, and Goa, and emerging as one of the leading luxury real estate developers with a focus on branded Resorts and Residences in India. With exemplary expertise, guided by originality, human-centricity, and collaboration, and working with the likes of Architect Sanjay Puri and world-renowned global partners in the architecture and construction ecosystem.  

    Commenting on the agency’s appointment, EMGEE Group’s Founder & CMD Mudhit Gupta, said, “We’ve chosen to partner with BBT as they truly understand our company’s values and  vision, helping us to elevate our brand identity as we continue to expand our footprint in the real estate sector. The Luxury Housing segment holds a lot of promise, and our vision is to be the most preferred luxury real estate developer by the next decade. We are confident that  BBT’s expertise and creative approach will help us on this ambitious growth path.”

    BigBrandTheory founder Pravin Shah commented “We are happy to be brought on board as EMGEE Group’s trusted branding and creative partner. Our team is committed to delivering high-quality, results-driven branding solutions and crafting unique identities that enable brands like EMGEE to make a mark in a competitive market such as real estate. We  look forward to collaborating closely with EMGEE Group to bring their projects to life and  support their vision for growth and success.”

    Acclaimed as India’s premier design studio and with over two decades of unrivalled expertise and a remarkable streak of winning awards, BigBrandTheory (BBT) specialises in crafting distinctive brand stories and identities for a global clientele. The agency’s mission has always been to forge iconic brands through powerful storytelling, ensuring they remain relevant and impactful over time. BBT’s portfolio spans a wide range of projects, from revamping major brands to spearheading government initiatives and corporate rebranding efforts. 

  • EaseMyTrip turns 16 and celebrates its 16-anniversary sale with irresistible discounts

    EaseMyTrip turns 16 and celebrates its 16-anniversary sale with irresistible discounts

    Mumbai: EaseMyTrip.com, one of India’s leading online travel tech platforms, has unveiled its 16th Anniversary Sale, featuring significant discounts on various travel services. Running from June 4 to 11 June 2024, this special sale aims to provide travellers with an added element of excitement by offering irresistible deals on flights, hotels, bus tickets, cab rentals, and holiday packages.

    During the 16 Anniversary Sale, customers can expect discounts of:

    Up to Rs 7500 OFF on Flights

    Up to Rs 10,000  OFF on Hotels

    Up to 15 per cent  OFF on Busses

    Up to 12 per cent OFF on Cabs

    Instant cashback of up to 10 per cent on Trains

    Travel international under Rs 60,990/- on Holidays

    To access these amazing discounts, customers can make use of the coupon code EMT16 when booking through the EaseMyTrip app or website. Additionally, by booking with select bank partners such as ICICI Bank, BOBCARD, Amercian Express, RBL Bank, and HSBC Bank, users can avail of extra discounts, enriching their travel experience even further. To make this sale even more exciting, every transaction made during the sale period gives you a chance to win special gifts from select brand partners such as Wildcraft, PVR, The Man Company, Sam & Marshall, and Growfitter.

    Additionally, the top highest spender during the sale period will receive an iPhone 15 from EaseMyTrip’s Spendvesting Partner, Multiple, where you can Invest for your future travel spends and get mutual funds returns at a flat 12 per cent extra discount. The following highest spenders will have a chance to win prizes such as a OnePlus 12, OnePlus Nord, Bose SoundLink, and OnePlus earphones. A few lucky winners will also get the opportunity to win giveaways like trolley sets, Growfitter hampers, Sam & Marshall’s Griseo Vigour sunglasses, and discounts on PVR movie tickets from participating brand partners.

    Sharing his thoughts on the 16 Anniversary Sale, EaseMyTrip co-founder Rikant Pittie said; “As EaseMyTrip steps into its 16 years, I am excited to announce our specially curated Anniversary Sale for our valued customers for their continued trust and support. We’re offering unbeatable discounts on flights, hotels, buses, cabs, and holiday packages, to celebrate this feat as a gesture towards making travel more incredible and accessible.”

    EaseMyTrip has joined hands with several prestigious airline partners for this sale, where customers can enjoy discounted fares; Air India, Air Asia, Air Astana, Air Mauritius, Akasa Air, American Airlines, Air Seychelles, Air India Express, AF/KL/DL, British Airways, Cambodia Angkor Air, Egypt Air, Ethiopian Airlines, Fly91, Gulf Air, ITA Airways, Indigo, Japan Airlines, Kenya Airways, Lot Polish, Lufthansa & Swiss, Malaysian Airlines, Myanmar Airlines, Oman Air, Qantas Airways, Qatar Airways, Singapore, Saudi Arabia Airlines, Star Air, Spice Jet, Turkish Airlines, Virgin Atlantic, Vistara and VietJet.

    Selected hotel partners for this exclusive sale encompass renowned names like Tree of Life, Neemrana, Inde Hotel, Sterling, Spree, Byke, Justa, Vits, Brij, Royal, Orchid and Regenta, Suba Group, Pride, Club Mahindra, Clarks, Amritara, Cygnett, OTHPL, The Clarks, One Earth, Welcomheritage, Shrigo, Starlit, Beyond Stay, Le roi, Zone By The Park, The Fern, Fab hotel, Ramee Group of Hotel, Jain Group, Sumiyashee, Moustache Escape and Playotel

    To access the discounts, users need to book a Flight, Hotel, Bus, Cab, or Holiday for their chosen destination and apply the coupon code. Following each transaction, customers will receive an email confirming their booking along with multiple gift vouchers. These vouchers can be redeemed by clicking on the “Redeem Now” button associated with each brand in the email. This offer is available to both new and existing customers. Valid from June 4th to June 11th, 2024, the promotion applies to online confirmed bookings made through EaseMyTrip’s website and app.

    Additionally, customers can also participate in exciting giveaway rewards. By following EaseMyTrip’s official Instagram account, participating in the 16 Anniversary Sale Contest, and regularly checking Instagram stories for updates on the winners’ list, users stand a chance to win fantastic prizes. Winners will be announced exclusively on EaseMyTrip’s social media platforms post-sale.   

  • PepsiCo India makes a sweeping win at The ABBY Awards 2024

    PepsiCo India makes a sweeping win at The ABBY Awards 2024

    Mumbai: PepsiCo India, a company with a successful history of churning out award-winning campaigns across its food and beverage categories, has yet again made a mark in the marketing space by winning over 20 awards at the ABBY Awards held this year.

    Gatorade won a total of 11 awards with four golds, five silvers and two bronzes across categories such as digital, technology, PR, etc. for its innovative Turf Finder Initiative, making it the brand with the highest number of awards.

    Launched earlier this year, the initiative aims to foster a passion for sports amid the hustle and bustle of India’s metropolitan areas.  The recognition at the ABBY Awards further highlights Gatorade’s commitment to encouraging active lifestyles and nurturing a love for sports in densely populated cities.

    Meanwhile Lay’s bagged eight metals with three golds, two silvers and three bronzes in categories such as Green Award, Brand Activation and Promotion, Digital and so forth, for Smart Farm and the Biochar Project.

    Commenting on the occasion, PepsiCo India spokesperson said, “We are immensely proud of the recognition that Gatorade and Lay’s have received at the ABBY Awards 2024. These accolades are a testament to our unwavering commitment to support the community through innovative initiatives. Gatorade Turf Finder, Lay’s Smart Farm and the Biochar Project exemplify our dedication to leveraging technology and creativity to make a positive impact in our communities. We look forward to continuing this journey of innovation and excellence, making meaningful contributions.”

  • “For aspiring entrepreneurs, my advice would be to prioritize innovation, adaptability, and resilience”: Rajan Gupta

    “For aspiring entrepreneurs, my advice would be to prioritize innovation, adaptability, and resilience”: Rajan Gupta

    Mumbai: Started in 2010, 10x Make it Happen is India’s renowned management consulting firm that has helped more than 100+ companies multiply their sales and profitability. The firm multiplies its revenue and profits by building powerful consumer brands and high-growth Sales Ecosystems.

    10x Make it Happen is the only company that develops a 360-degree ‘make it happen’ blue-print encompassing everything needed to accomplish extraordinary growth and also works with clients to execute the same transformation projects in mission-mode, and deliver the results.

    It has pioneered the art and science of building fail-safe execution designs as part of its SPEAR framework. It has worked closely with more than 100+ companies including Ozone India, KEI Wires and Cables, Religare, Escorts, East Auto Power Limited. and many others.

    Rajan Gupta is an entrepreneur with multiple ventures, an investor, and globally renowned coach having helped thousands of enterprises and individuals to success. With more than two decades of experience, Rajan has been helping medium and large enterprises with critical transformations and mentoring start-ups and entrepreneurs until they stabilize their business model and are ready for scale-up funding.

    Indiantelevision.com had the opportunity of catching up with Make it Happen director Rajan Gupta. During the conversation, Gupta shared the fascinating journey and inspiration behind the inception of 10x Make it Happen.

    Edited excerpts

    On the inspiration to start 10x Make it Happen, and how has your journey been since its inception

    The inspiration to start 10x Make it Happen stemmed from a passion for helping businesses unlock their full potential and achieve exponential growth. Recognizing the common struggles that entrepreneurs face in scaling their ventures, we wanted to create a platform that provides strategic guidance, innovative solutions, and actionable insights. Our mission is to empower businesses to overcome obstacles and seize opportunities for remarkable growth.

    Since its inception, the journey has been enriching and transformative. We’ve had the privilege of working with diverse clients across various industries, helping them achieve substantial growth and success. Our team has continually evolved, embracing new technologies and methodologies to stay ahead of market trends. The success stories of our clients and the measurable impact we’ve made on their businesses fuel our drive and commitment to excellence. Each milestone reinforces our belief in the power of strategic growth and the potential of every business we serve.

    On embedding cash flow strategies into your clients business models

    Embedding cash flow strategies into clients’ business models involves optimizing revenue streams, managing expenses, and forecasting cash needs to ensure liquidity. This includes implementing efficient billing practices, controlling costs, and investing in high-return opportunities. By focusing on cash flow management, businesses can maintain financial stability, enabling them to seize growth opportunities and scale operations effectively. This is critical for achieving 10x growth as it ensures the company has the necessary resources to invest in innovation, expand market reach, and respond to market changes swiftly. Strong cash flow strategies provide the financial agility needed to support rapid and sustainable growth, making them a cornerstone of successful business scaling.

    On leveraging technology to drive growth for its clients

    Leveraging technology to drive growth for clients involves implementing advanced analytics, automating processes, and enhancing digital presence. By utilizing data analytics, businesses can gain insights into customer behavior, optimize marketing strategies, and make informed decisions. Automation tools streamline operations, reduce costs, and improve efficiency, allowing clients to focus on core business activities. Enhancing digital presence through SEO, social media, and e-commerce platforms expands market reach and boosts sales. Additionally, integrating CRM systems helps manage customer relationships and improve service quality. These technological advancements enable clients to scale their operations, increase productivity, and achieve significant growth by staying competitive and responsive to market demands.

    On your leadership helping carve a distinctive niche in the market for 10x Make it Happen

    As the leader of 10x Make it Happen, my approach has been rooted in innovation, agility, and a deep understanding of market dynamics. By fostering a culture of creativity and encouraging out-of-the-box thinking, we’ve consistently stayed ahead of trends and identified unique opportunities in the market. Our strategic vision has enabled us to carve out a distinctive niche by offering unparalleled solutions that address evolving customer needs. Through effective communication and collaboration, we’ve built strong partnerships and leveraged our expertise to deliver value-driven products and services. Our commitment to excellence and continuous improvement has earned us a reputation for reliability and innovation, further solidifying our position in the market. By consistently pushing boundaries and challenging the status quo, 10x Make it Happen has become synonymous with groundbreaking solutions, setting us apart from competitors and establishing a strong foothold in our niche.

    On advice would you give to aspiring entrepreneurs who wish to achieve significant growth in their ventures

    For aspiring entrepreneurs seeking significant growth in their ventures, my advice would be to prioritize innovation, adaptability, and resilience. Embrace change and continuously seek ways to improve your products, services, and processes to stay ahead of the competition. Build a strong network of mentors, advisors, and collaborators who can offer guidance and support. Additionally, never underestimate the power of perseverance and grit; setbacks are inevitable, but how you respond to them will determine your success. Stay focused on your long-term goals while remaining flexible enough to pivot when necessary. Finally, prioritize customer satisfaction and feedback, as they are essential drivers of sustainable growth.

    On your growth targeting for the next five years, and how do you plan to achieve them

    In the coming years, we aim to expand our collaboration with large corporations and emerging startups. Our objective is to provide them with strategic guidance to foster their growth. We are committed to remaining adaptable and evolving alongside our clients to respond to industry changes effectively.

  • The art Of storytelling: How marketing narratives drive project engagement and support

    The art Of storytelling: How marketing narratives drive project engagement and support

    Mumbai: “In the ever-evolving marketing landscape, amidst constant refinement of strategies and methods, one timeless instrument persists due to its enduring effectiveness: storytelling”.

    The art of storytelling transcends mere advertising; it involves the weaving of narratives that entice internal teams, engage broader audiences, forge emotional connections, and ultimately foster involvement and support for a project. This article examines the impact of storytelling on marketing campaigns, highlighting narratives as potent drivers of project success.

    At its core, storytelling surpasses the mere conveyance of information; it creates immersive experiences that resonate with audiences. Effective narratives captivate individuals by immersing them in a narrative where they become active participants. According to reports, 55 per cent of consumers are inclined to recall a narrative over a mere list of facts. This immersive element is crucial in marketing projects as it encourages deeper levels of participation and buy-in from stakeholders.

    One of the most important ways that story-driven marketing fosters project engagement is by simplifying and simplifying difficult ideas so that they may be understood by the audience. Whether it’s the introduction of a brand-new product, an endeavour to rebrand a company, or an initiative to have a positive impact on society, projects frequently involve complex ideas and goals.

    Moreover, storytelling evokes emotions, a vital component in garnering support for marketing strategies. By tapping into emotions such as empathy, joy, or inspiration, marketers can build connections with their audience, fostering deeper engagement and a sense of shared mission, especially in projects involving cross-functional teams.

    In addition to increasing engagement, narrative plays a pivotal role in building support and advocacy for marketing campaigns. When stakeholders, whether internal teams or external partners, develop an emotional attachment to the project’s narrative, they are more likely to advocate for its cause, offer their expertise, and actively participate in its success. This support network proves indispensable in overcoming obstacles, acquiring resources, and navigating the complexities inherent in any marketing project.

    Additionally, in a competitive market, the art of storytelling becomes a potent instrument for differentiation, enabling brands to stand out amidst the competition. They need to discover unique ways to attract attention in an era where consumers face an overwhelming array of choices. Differentiation comes through crafting a captivating narrative that infuses the brand with personality, authenticity, and meaning, resonating with customers on a deeper level. Marketers carve out a distinct identity and foster brand loyalty by aligning their efforts with a consistent narrative reflecting the brand’s values and connecting with their target audience. According to reports, businesses boasting captivating brand narratives experience a 20% surge in customer loyalty. This greater customer loyalty leads to increased sales and higher profits, making the brand narrative a powerful tool for businesses.

    Aside from that, the power of storytelling extends beyond traditional marketing platforms, permeating every aspect of project communication and execution. Narratives serve as guiding threads, weaving together disparate elements into a cohesive whole across various contexts such as internal meetings, social media campaigns, and customer interactions. Marketers who maintain clarity of purpose, alignment of efforts, and message continuity throughout the project lifecycle maximise its impact and effectiveness through consistent and captivating storytelling.

    Furthermore, narratives possess the exceptional ability to inspire action and drive significant change. They mobilise people toward shared goals, whether advocating for social justice, promoting sustainable practices, or garnering support for a cause. Marketers harness the collective energy and enthusiasm of their audience to effect positive change using storytelling as a tool for social impact.

    By weaving these elements into a compelling narrative, you can transform project communication from a chore to a strategic tool for driving engagement and securing support. Remember, storytelling is an art – so practice, experiment, and find the narrative that resonates best with your audience.

    In conclusion, the power of storytelling can be a game-changer for project marketing. By crafting narratives that connect on an emotional level, you can turn project stakeholders into enthusiastic supporters, paving the way for successful project outcomes.

    This article has been authored by CMO Rishi Sharma

  • A new, premium fragrance to mark the 25th anniversary of BOSS Bottled

    A new, premium fragrance to mark the 25th anniversary of BOSS Bottled

    Mumbai: To celebrate, The 25 anniversary of a fragrance icon, the original BOSS Bottled Eau de Toilette. The occasion in spectacular style, BOSS Fragrances is unveiling its latest launch: BOSS Bottled Elixir. The newest olfactive chapter within the BOSS Bottled family, BOSS Bottled Elixir is an elevated interpretation of modern masculinity.

    With one bottle sold every four seconds worldwide, the original BOSS Bottled is a quintessential fragrance in men’s grooming routines. This iconic, timeless scent is a tribute to innate sophistication, designed for the many facets of the contemporary man.

    The most highly concentrated BOSS Bottled composition to date, BOSS Bottled Elixir makes a luxurious addition to the BOSS Bottled family. With elegant refinement, it encourages you to find your inner light and be your BOSS.

    BOSS Bottled: An exquisite fragrance crafted with fine ingredients

    Propelling this admired signature scent into the premium realm, BOSS Bottled Elixir sees an icon newly interpreted with a vigorous statement promising unmatched intensity and an immersive wearing experience that inspires confidence, courage, and ambition.

    Intensity at its utmost

    The new Elixir is captivating, with a high concentration of opulent ingredients. Top notes of incense and cardamom essences emit a warm, vibrant impression while a heart of vetiver and patchouli entices with an earthy imprint. BOSS Bottled Elixir develops to reveal a base of cedarwood essence and labdanum absolute, serving a strong, woody charisma and a burst of bold masculinity.

    This new fragrance, crafted by the legendary master perfumer Annick Menardo – creator of the BOSS Bottled signature scent – in close collaboration with Suzy le Helley, celebrates the reinvention of a modern classic.

    Find your inner light

    The unique BOSS Bottled glass flacon highlights this new chapter, as its deep black lacquer gives way to a gleaming light in the centre, capturing the concept of BOSSes finding their inner light. A radiant ceramic finish and a brushed icy-gold cap further elevate the elegance of this new creation within the BOSS Bottled story.

    For 25 years, BOSS Bottled has inspired driven men to take on every challenge while staying true to their core values of honesty, integrity, and authenticity. Multi-talented Hollywood actor Chris Hemsworth, the global face of the BOSS Bottled franchise, stars in the new BOSS Bottled Elixir campaign. Internationally acclaimed, yet always humble, he is defined by much more than his success on the big screen. A multifaceted, inspirational archetype of the modern BOSS, Hemsworth makes for the perfect face of this iconic fragrance family’s next chapter.

  • How to conduct market research for informed decision-making in marketing?

    How to conduct market research for informed decision-making in marketing?

    Marketing and research seem inherently connected. But this connection goes deeper than just a modern necessity. For centuries, businesses, even in their most ancient forms, have intuitively understood the importance of understanding customer needs. From early branding efforts in Mesopotamia to potentially rudimentary surveys conducted by Romans, the core principle of market research has existed for millennia.

    Fast forward to the 20th century, and we see the birth of formal market research methods. Pioneering figures like Daniel Starch with his advertising recall surveys laid the groundwork for the sophisticated techniques we use today.

    Why is market research still crucial in today’s dynamic market landscape? Because even the most well-informed hunch can’t compete with data-driven insights. Market research empowers businesses to bridge the gap between what they offer and what customers truly desire. It minimises risks, optimises opportunities, and ultimately, informs sound decision-making in your marketing endeavours. Below are some of the most tried and tested methods to conduct market research that can help optimise decision-making.

    Never undermine the importance of data

    The foundation of effective market research lies in robust and accurate data. Data is the lifeblood of market research, providing the necessary insights to make informed decisions. Understanding data’s role in identifying and resolving customer needs and preferences is imperative. The process involves collecting, analysing, and interpreting data to gain a comprehensive understanding of the market landscape and how it deems to shape itself in the foreseeable future.

    In the current business environment, customers are aware and have easy access to a wealth of information. However, despite this, it remains essential for businesses to delve deeply into understanding exactly what customers are looking for. This understanding helps in aligning a company’s offerings with customer needs, ensuring that products and services are relevant and desirable. Such an outlook will help businesses withstand stiff competition without much hassle.

    Tune in to your customer’s needs

    One of the primary objectives of market research is to identify and resolve customer needs and preferences. This involves a multi-faceted approach, starting with gathering data from various sources such as surveys, focus groups, interviews, new-age AI tools and online analytics. Each method provides unique insights into customer behaviour, preferences, and pain points. These methods allow for a more nuanced understanding of customer needs and can uncover insights that quantitative data alone may not reveal.

    Identifying the market potential

    Market research not only helps in understanding current customer needs but also in assessing the potential of the market and identifying future trends. By analysing market data, businesses can estimate the demand for their products and services, pinpoint emerging trends, and anticipate changes in customer preferences. This futuristic approach enables companies to stay ahead of the competition and adapt to changing market conditions.

    In this context, understanding the potential of the product and the market becomes paramount. Market research helps businesses evaluate the feasibility of new products or services, and at the same time gives an understanding of the nature of upgrades the existing product base calls for.

    Targeting the right audience

    Another crucial aspect of successful market research is identifying the target audience. Knowing who the customers are, what they need, and where they can be reached is essential for effective marketing.

    Market segmentation, which involves dividing the market into distinct groups of customers with similar characteristics, is a key strategy in this process. Segmentation allows businesses to tailor their marketing efforts to specific customer groups, ensuring that their messages resonate with the intended audience. By understanding the demographics, psychographics, and behavioural patterns of their target audience, companies can create more customised and realistic marketing campaigns.

    Offer what your customer needs

    One of the significant challenges businesses face is the mismatch between what they offer and what customers need. Market research helps in highlighting these gaps and aligning the company’s offerings with customer expectations. This alignment is crucial for customer satisfaction and loyalty, as it ensures that the products and services provided meet the actual needs and desires of the customers.

    It would not be wrong to wrap up by saying  – that conducting effective market research is vital for informed decision-making in marketing. The importance of data in this process cannot be made more clear, as it provides the insights to take a multi-pronged approach to several hiccups. In today’s dynamic and well-informed market, businesses must continuously engage in market research to stay aligned with customer needs and remain competitive. By leveraging data-driven insights, companies can make strategic decisions that enhance customer satisfaction, drive growth, and ensure long-term success.

    The article has been authored by Hansgrohe India head of marketing Abhijeet Sonar.

  • Third-party logistics (3PL) providers – indispensable partners to accelerate growth for early-stage D2C brands

    Third-party logistics (3PL) providers – indispensable partners to accelerate growth for early-stage D2C brands

    Mumbai: In a recent report on the logistics landscape of new-age D2C brands, Redseer Strategy Consultants shared insights into India’s direct-to-customer (D2C) market, logistics requirements of early-stage D2C brands, and how third-party logistics (3PL) players are effectively catering to them.

    The report highlights the remarkable growth of D2C brands in India, surpassing the traditional retail markets. While the annual D2C shipments have skyrocketed from 0.1 billion in 2019 to 0.6 billion in 2023, estimates indicate that the market could reach $2.2-2.7 billion by 2028, growing at 35-40 per cent year-on-year from 2023 to 2028.

    A significant portion of these shipments is attributed to the services of the 3PL providers, who play a major role in delivering superior customer service. 3PL providers offer tailored and comprehensive end-to-end logistics services, including warehousing, inventory management, shipment intelligence, and transportation. These services have become crucial for young brands that now have access to advanced logistics infrastructure without the need for significant capital investment.

    To gain insights into the needs of early-stage D2C brands, Redseer Strategy Consultants conducted over 60 interviews with emerging brands in India. The survey revealed a growing trend of these brands partnering directly with 3PL service providers, recognizing their customized solutions approach. This strategy allows young brands to leverage 3PL expertise, adapt to their evolving logistical requirements, and concentrate on core business activities while solidifying their presence in today’s competitive brandverse.

    The report further underscores how 3PL logistics players are innovating to meet the increasing demands of new-age D2C brands. Some of the proactive measures undertaken include:

    ●  3PL providers are investing heavily in technology and infrastructure, offering accelerated delivery times, real-time tracking, non-delivery reports, and predictive analytics for returns.

    ●  They provide seamless cash-on-delivery (COD) solutions with swift remittance, typically within 48 hours, which is vital for the working capital of smaller brands.

    ●  They support new-age brands through offline market expansions, offering integrated logistics and supply chain solutions, including warehousing, express part-truckload and full-truckload freight and streamlined distribution to brick-and-mortar stores.

    ●  They ensure consistent service levels, prompt issue resolution, and personalized account management, making the logistics process hassle-free.

    “Third-party logistics (3PL) providers are integral to the value-chain of the new age D2C brands. They are continuously innovating to address the unique needs of these brands, fostering partnerships from the early stages of brand journey,” said Redseer Strategy Consultants partner Kanishka Mohan.

    Within the 3PL logistics landscape, Redseer has highlighted factors like brand and customer experience and operational efficiencies that are important for new-age brands when choosing their preferred partners. While both Delhivery and Bluedart stand out on overall metrics, Delhivery has outperformed in providing superior customer experience and features, as it provides a full stack solution.