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Category: MAM

  • “Innovation is indeed at the core of Dusaan’s strategy”: Simran Kohli

    “Innovation is indeed at the core of Dusaan’s strategy”: Simran Kohli

    Mumbai: Dusaan Retail Technologies, popularly known as Dusaan, is a leading online marketplace focused on home decor and was co-founded in 2022 by Simran Kohli and Moulshree Aggarwal. In a span of a year, Dusaan emerged as the fastest-growing e-commerce platform in the industry. Both founders share a common interest in home decor and drive inspiration from their personal experiences during home transformation projects.

    At present, the company features more than 200 brands and has collaborated with over 200 vendors to offer customers a wide selection of premium products. By making premium aesthetically pleasing home decor accessible to everyone, Dusaan aims to become a household name in India. On the other hand, by exploring strategic partnerships with esteemed international brands, it aims to enhance its global presence.

    The company is currently exploring how integrating Artificial Intelligence and other

    emerging technology can enhance their service and customer experience. With an unparalleled online shopping experience showcasing top-tier Indian brands, Dusaan aims to emerge as a brand that reckons with the public and their taste.

    Indiantelevision.com reached out to Dusaan co-founder Simran Kohli, where Kohli talked on lot of ongoing trends in the home decor industry, technological advancement, their integration of artificial intelligence and much more…

    Edited excerpts

    On share the inspiration behind founding Dusaan Retail Technologies and personal experiences influencing its inception

    The inspiration behind founding Dusaan Retail Technologies was deeply rooted in our personal experiences, specifically the challenges we encountered during our home transformation projects. My co-founder, Moulshree Aggarwal, and I recognized a significant gap in the Indian market for a centralized platform catered to premium and affordable home decor needs. This realization sparked our shared passion to revolutionize the home decor industry. Our ambition was to create a one-stop destination that would not only feature curated premium home decor but also embrace and promote a diverse range of brands. This vision was about democratizing access to aesthetically pleasing home decor, thereby transforming the way people shop for their homes. It was also about supporting the growth of local artisans and manufacturers, acknowledging the challenges posed by the vast and largely unorganized Indian home decor industry. Our personal experiences not only inspired us but also drove us to create a platform that would make a significant impact on the industry and support economic growth and cultural preservation. Furthermore, the Indian home decor market, being a multi-billion dollar industry with a large part still unorganized, lacked a comprehensive retail solution that effectively connected consumers with a wide array of products. This presented an enormous opportunity to streamline access, enhance consumer experience, and support the artisan community by bringing their unique creations to the forefront of the retail scene.

    On unique approach or strategy has contributing to your remarkable growth within such a short span

    Our remarkable growth within such a short span can be attributed to our unique approach of leveraging technology to provide a curated and seamless shopping experience, paired with a deep understanding of market gaps and consumer behavior. From the outset, Dusaan has focused on differentiating itself through an easy-to-navigate, user-friendly online platform that offers a curated selection of premium home decor items. This strategy, combined with our emphasis on empowering hundreds of homegrown brands and exploring strategic partnerships with esteemed international brands, has resonated well with our core audience. Additionally, our dedication to quality and the empowerment of brands have played crucial roles in our growth. We have been able to offer our customers a vast product range of more than 25k+ unique items, catering to the aesthetic needs of modern households, which has contributed to our rapid expansion and popularity among a robust customer base. This success also reflects the increasing consumer affinity towards investing in quality home improvements, demonstrating a shift in lifestyle preferences that prioritize well-designed living spaces.

    On Dusaan ensuring the quality and curation of its offerings to maintain customer satisfaction

    At Dusaan, ensuring the quality and curation of our offerings to maintain customer satisfaction is paramount. We accomplish this through a meticulous selection process that involves closely working with our vendors and artisans to ensure that every product meets our high standards of quality and aesthetic appeal. Our team is dedicated to empowering brands by providing them with a platform that values quality and design, thereby ensuring that our customers have access to the best products. Furthermore, we actively gather and incorporate customer feedback to refine and enhance our product range. This commitment to quality and customer satisfaction is at the heart of everything we do, enabling us to maintain a strong and loyal customer base.

    On shedding light on incorporatinng user feedback and technological advancements to enhance the shopping experience

    Innovation is indeed at the core of Dusaan’s strategy, and our recent website revamp is a testament to this commitment. We have incorporated user feedback and technological advancements to significantly enhance the shopping experience. The introduction of a revamped UI/UX design and the emphasis on user-generated content have made our platform more engaging and trustworthy. We have also enriched our website with a wealth of knowledgeable content, including tips and tricks, comprehensive guides, and detailed insights, to empower customers to make informed decisions. Additionally, we’ve implemented features like expert style guides, shop-the-look options, and personalized shopping experiences that cater to each user’s unique tastes and preferences. These features not only make our platform more intuitive but also help in aligning with the evolving needs of our customers, ensuring they find exactly what they are looking for in their pursuit of enhancing their living spaces.

    On the integration of artificial intelligence and other emerging technologies to further elevate customer service and satisfaction

    As Dusaan continues to expand its reach and product offerings, the integration of emerging technologies is a key aspect of our vision to elevate customer service and satisfaction. We are particularly focused on how AI can enhance personalization, offering hyper-personalized product recommendations that improve the shopping experience by analyzing customer data and behavior patterns. This capability allows us to cater specifically to individual preferences and predict future trends and demands, significantly enhancing customer satisfaction and engagement. AI also plays a crucial role in increasing the efficiency of our business operations, aiding our team members in decision-making processes, and speeding up our business cycles. This integration of AI not only positions us at the forefront of technological innovation in the competitive home decor market but also ensures that we continually offer unmatched value and convenience to our customers, significantly enhancing their overall experience with Dusaan.

  • IKKO Art Gallery unveils “Mediums of Enclosed Departures”

    IKKO Art Gallery unveils “Mediums of Enclosed Departures”

    Mumbai: IKKO Art Gallery, an experiential space for art based in Mumbai hosted their first-ever exclusive preview event titled “Mediums of Enclosed Departures”. Curated by Nilesh Kinkale, a renowned experimental contemporary artist, in collaboration with Ikko’s co-founder, Ar. Jasleen Changani, the show was a confluence of paintings and sculptural works from leading artists in the country. The preview explored the intricate interplay between memories and their expression in material explorations.

    IKKO, inspired by Punjabi word Ek meaning One, stands as an artist’s vision from a designer’s perspective. A brainchild of resident artist Narinder Kaur and her daughter, Ar. Jasleen Changani, principal architect at CY Corp, the gallery’s intent is to blend boundaries between art and architecture. Evolving the design process to reshape the discourse on residential redevelopment in Mumbai’s real estate sector is her constant endeavour. The artwork is made from castaway waste keeping in mind the concepts of reuse and recycle.

    Commenting on the occasion of the preview, Jasleen Changani said, “Furthering Ikko’s path to promote art that transcends traditional confinements of visual art discipline. Our space, a black box flooded with natural light and a green envelope, fosters an environment of artistic learning and unlearning, breaking through stereotypical barriers of style and taste. IKKO invites you to immerse yourself in the experience of art, to become ‘one’ with its profound essence. I am honoured and elated to be working with some of the finest names in the industry and it gives me immense pleasure to open the doors of the gallery to Mumbai.”

    “Mediums of Enclosed Departures” is a dialogue between materiality, memory, and identity. It showcases how contemporary artists navigate the intersections of personal experience, cultural history, and social critique. Through their diverse mediums, these artists contribute to a broader understanding of contemporary art as a reflective and reflexive practice, capable of encapsulating complex narratives of change, loss, and resilience. This exhibition, therefore, not only showcases individual talent but also illuminates the collective endeavour of contemporary artists to engage with the world in all its complexity.

    Having worked in Master Architect Geoffery Bawa’s office, Jasleen’s aesthetics were strongly influenced by his legacy of vernacular modern architecture. Integrating green building design principles within an Indian context is her forte. Lessons learnt in Sri Lanka, being mentored by Master Architect Anjalendran further fuelled her endeavour to bring the seamlessness with which Art and Architecture embody the built there, in her work.

    Along with Nilesh Kinkale, artists Smita Kinkale, Vinay Gusain, Rohit Varekar, Sadanand Shirke, Arjun Rathi, Narinder Kaur Gilotra, Ravi Teja Varma, Gurmeet Marwah, Mananpreet Singh Saluja also have their work come together in a homogenous creative alchemy that turns excerpts of life into a more tangible medium of expression.

    CY Corp, the key collaborator of IKKO Art Gallery, co-founded by Milind Changani, Yomesh Rao and Jasleen Changani is a one-stop consultancy firm comprising architects, engineers, valuers, lawyers, project management consultants with a singular focus on real estate design & development. The brand works with some of the leading developers like Godrej, Runwal Group, Shreepati, Lodha Group, Raymond Group and many others to provide consolidated & integrated liaison, design and advisory services on redevelopment and self-redevelopment.

  • IPL 2024 expected to drive 50 per cent surge in influencer marketing collaborations: Qoruz Report

    IPL 2024 expected to drive 50 per cent surge in influencer marketing collaborations: Qoruz Report

    Mumbai: As the Indian Premier League (IPL) continues to captivate millions, its impact on Social Media engagements is evident. The IPL is not just a cricket tournament, it’s a social phenomenon that brings fans together, creating a buzz that goes beyond the cricket field. With the rise of digital platforms, the IPL has become a hotspot for influencers to connect with their audience, sharing moments of thrill, passion, and celebration. This trend is only growing, as highlighted in a recent industry report by Qoruz, which forecasts a 50 per cent increase in influencer collaborations during the IPL 2024 season.

    The report examines the substantial growth seen last year, with influencer mentions during the IPL 2023 season showing a 45 per cent increase compared to 2022. This surge was led mainly by sports influencers, who made up 54 per cent of the influencer collaboration share, followed by those in entertainment, beauty, fashion, and lifestyle. Such dynamic interactions underscore the opportunity for brands to partner with the right influencers, leveraging trending content to enhance brand visibility and connection with audiences.

    Leading the influencer marketing initiatives during the 2023 IPL season, JioCinema achieved remarkable success with a staggering 75 million reach across 77 influencers, setting a new standard for social media engagement. Following closely, Dream11’s collaborations also garnered impressive results with 41 million reach from 15 influencers. Other brands such as Zee Music Company, Gugobet, JeetWin, KFC, Puma, Cricbuz, Adidas, Swiggy, Reliance Foundation, Zomoto, Myntra, and Ubon significantly contributed to the vibrant influencer marketing landscape, each leveraging unique strategies to enhance brand awareness and consumer engagement amidst the cricket excitement.

    Qoruz the co-founder and CEO Praanesh Bhuvaneswar highlights the changing dynamics, “The IPL’s widespread appeal and the engaging content created around it offer a prime opportunity for brands to make significant inroads in terms of visibility and engagement. As social media influencers continue to play a crucial role in shaping the narrative around the IPL, brands that strategically partner with these personalities stand to gain immensely.”

    “The ongoing IPL season transcends the boundaries of cricket, transforming into a cultural phenomenon that captures millions of hearts. It presents a golden chance for brands to engage in innovative storytelling and create authentic connections. Leveraging the right influencers during this vibrant period allows brands to amplify their voice, ensuring their message resonates with the audience’s enthusiasm for the game. With an evident surge in influencer collaborations this season, our focus is on crafting impactful narratives that echo with the audience’s passion, fostering a deeper connection with the cricket-loving community,” said Mothi Venkatesh, Head of Growth at Qoruz.

    The report anticipates a significant rise in influencer marketing activity during the ongoing IPL 2024, with a 50 per cent increase in influencer shoutouts expected. This highlights the growing importance of partnering with the right influencers to connect with fans engaged in the season’s excitement. With the IPL uniting both die-hard cricket enthusiasts and casual viewers, brands have a unique opportunity to leverage influencer marketing and reach a massive audience during this highly anticipated event.

  • Is Rajamouli RRR-egretting not upgrading to CRED UPI?

    Is Rajamouli RRR-egretting not upgrading to CRED UPI?

    Mumbai: The third in a series of celebrities facing existential dilemmas over UPI is none other than SS Rajamouli, who’s been spotted in CRED’s latest ad RRR-equesting David Warner for discounted match tickets.

    Warner presents him with an impossible proposition – let him helm Rajamouli’s next magnum opus (or more likely, a flop), or just upgrade to CRED UPI instead. Imagine what the legendary director must have been thinking or see for yourself in the latest ad for switching to CRED UPI – an upgraded payment experience in which users can earn cashback on every transaction and slash their credit card bills.

     

     

     

     

  • Nuberg EPC spearheads Chlor-Alkali project for Adani Group

    Nuberg EPC spearheads Chlor-Alkali project for Adani Group

    Mumbai: Nuberg EPC, a Global EPC and turnkey project management company, is to announce its latest undertaking – Chlor-Alkali project, commissioned by Mundra Petrochemical Ltd. (MPL), a subsidiary of the esteemed Adani Enterprises. This pioneering project is poised to make a significant impact in the industry with a capacity of 2200 TPD, utilising a 100 per cent NaOH process.

    Strategically located in the vibrant Mundra zone of Gujarat, the project stands as a testament to innovation and engineering excellence in providing Engineering, Procurement & Construction Management (EPCM) services including a review of a balanced Basic Engineering Package (BEP) of technology.

    The project was signed off with a high-profile meeting in Mumbai, graced by the presence of Adani Enterprises’ dignitaries, including Adani, vice president, Jayant Parimal, CEO, Jagan Kishore, project director, Upendra Varmora, techno-commercial head, and Nimai Charan, VP project manager, as well as Nuberg EPC’s luminaries, Amit Tyagi, director, and Rakesh Verma, chief business development officer.

    Nuberg EPC chairman and managing director (CMD) A. K. Tyagi, expressed gratitude upon being awarded the project, highlighting the company’s commitment to delivering projects punctually and with unparalleled quality, notwithstanding industry challenges.

    Tyagi underscored Gautam Adani, the founder and chairman of the Adani Group, as emblematic of entrepreneurial success, illustrating how dedication and strategic vision can lead to remarkable achievements. Adani’s journey, from modest beginnings to becoming a leading business magnate in India, exemplifies the transformative power of diligence and innovation. Adani’s legacy, characterized by significant milestones such as the establishment of Mundra Port in Gujarat, reflects his dedication to global expansion, innovation, sustainability, and social responsibility through the Adani Foundation.

    Adani’s journey offers valuable lessons for aspiring entrepreneurs, emphasizing perseverance, strategic vision, innovation, and social responsibility. His enduring commitment to growth and ethical practices serves as a testament to the importance of resilience and determination in achieving success, inspiring businesses and entrepreneurs worldwide.

    Committed to a swift 15-month delivery timeline, Nuberg EPC’s project scope encompasses the entire spectrum of EPCM services. This encompasses meticulous Detail Engineering across all disciplines (Process & HSE, Piping, Mechanical, Electrical, Instrumentation, Civil & Structural, Rotatory & Static Equipment, etc.), Technical Assistant services for procurement, Supervision Services throughout Construction, erection, Pre-commissioning, Commissioning, Performance Guarantee Tests, and technical review services for Other Contractors’ documents and inspection. The project entails EPCM services for a 2200 TPD Caustic Soda (100 per cent NaOH) Plant within the 1 MMTPA Green PVC Project in Mundra, Gujarat, India.

    “As we undertake this monumental Chlor-Alkali project, our endeavour extends beyond mere construction; we are establishing the groundwork for a greener, more sustainable future. Our dedication to technological excellence and extensive global execution experience form the cornerstone of our success, making this upcoming project India’s largest Chlor-Alkali Project upon completion. Executing the 250 TPD EPCM Caustic Soda Plant Project alongside Chemfab Alkalis Ltd., our participation in the 2200 TPD Caustic Soda Plant Project with Adani Group showcases our steadfast dedication to engineering excellence and our substantial role in propelling India’s industrial progress,” remarked  AK Tyagi, CMD, Nuberg EPC.

    Nuberg EPC boasts a distinguished track record, having completed over 25 Caustic Soda turnkey projects worldwide, showcasing robust in-house capabilities and a commitment to pioneering technology-driven endeavours. Recognized as the World’s No. 2 EPC Company for Chlor-Alkali, we uphold our responsibility as a global corporate citizen by leading innovation in top-tier technologies and processes.

    Our contributions extend across various sectors, including the establishment and operationalisation of multiple plants such as Sulfur Recovery Units (SRU) in chemicals & fertilisers, Hydrogen Fueling Station in energy & infrastructure, Den-sac Plant in nuclear & defence, and Sulphuric Acid Plant in steel industries. Leveraging our expertise, we actively engage in global projects promoting hydrogen-green, grey, and blue initiatives, 2G & 3G ethanol, water electrolysis, water-soluble fertilisers, and next-generation nutrients, solidifying our leadership in the international arena.

  • HostBooks partners with Circuit World as a platinum partner

    HostBooks partners with Circuit World as a platinum partner

    Mumbai: In a strategic initiative aimed at augmenting its market footprint and fostering innovation within the Business Management sector, HostBooks, a leading provider of Enterprise Business Management solutions, is pleased to announce a new partnership with Circuit World, as a platinum partner. This collaboration signifies a pivotal step in HostBooks journey toward industry leadership and technological innovation.

    Circuit World, renowned for its profound expertise and a commendable track record of success in the software industry, represents a vital addition to HostBooks mission of transforming Business Management services. The partnership is expected to have a lasting impact on HostBooks growth trajectory, leveraging the Platinum Partner’s extensive experience in driving innovation and growth.

    Circuit World founder and CEO Pankaj Vaid, commented on the partnership, stating, “Joining forces with HostBooks offers an exceptional opportunity to lead in the Enterprise Management sector. I am eager to apply my extensive experience to support Circuit’s progressive strategy, ensuring we remain at the forefront of industry developments and continue to fulfil the changing needs of our clientele.”

    HostBooks is distinguished by its dedication to integrating cutting-edge technologies, providing intuitive solutions, and adopting an innovative approach to meet the contemporary demands of businesses. The alliance aims to capitalize on the Platinum Partner’s in-depth knowledge of the ERP domain, accumulated through strategic roles and a remarkable history of enhancing user training, support, and migration strategies.

    “Our partnership with Circuit World underscores HostBooks commitment to excellence and innovation,” remarked HostBooks. “Their comprehensive expertise and strategic perspective are invaluable as we strive to improve our solutions and set new standards within the industry.”

    This partnership transcends mere growth objectives; it is about establishing new benchmarks for technological innovation in the financial sector. Through this alliance, HostBooks and Circuit World are set to redefine the financial and accounting solutions landscape, focusing on efficiency, regulatory compliance, and customer satisfaction. 

  • HYPHEN’s sundowner with co-founder and CCO Kriti Sanon was a stunning affair

    HYPHEN’s sundowner with co-founder and CCO Kriti Sanon was a stunning affair

    Mumbai: Celeb-preneur, Kriti Sanon, co-founder and chief customer officer of the new-aged skincare brand HYPHEN, which is making waves in the skincare industry, hosted a Beach-themed Sundowner at Estella in Juhu on Tuesday, 9 April 2024. Overlooking the vast Arabian Sea, the event spectacularly brought in the summer beachy vibes with the brand’s recently launched new Ultra Light Water Sunscreen SPF 50 PA++++ and marked the presence of renowned media personnel and influencers.

    At the sundowner, Kriti Sanon personally interacted with the beauty and skincare enthusiasts that the event brought together under one roof. The occasion saw the actor-turned-entrepreneur have productive discussions about skincare and beauty with them. This stands as a powerful testament to the brand’s dedication to understanding feedback and consistently striving to provide high-quality skincare products.

    Furthermore, the “Beachy Theme” of the event was perfect to welcome the summer season and was in line with the launch of HYPHEN’s Ultra Light Water Sunscreen SPF 50 PA++++. This launch comes after the success of the first sunscreen launched in July, wherein consumers demanded another variation in the sunscreen that is lightweight. The new sunscreen contains a 5 per cent antioxidant blend, 10 per cent Cica Extracts, Chamomile, and Aloe to calm the skin, and 1 per cent Hyaluronic Acid for hydration. It offers weight-less protection from UVA-UVB lights, is fragrance-free, and suits all skin types perfectly.

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by HYPHEN (@letshyphen)

     

    Kriti Sanon, in her role as co-founder & chief customer officer of HYPHEN, expressed, “Hosting the sundowner was such a great experience. It was amazing to interact with such beauty enthusiasts, have an in-depth discussion about skincare with them, and gain valuable insights to help the HYPHEN team develop effective skincare solutions for our consumers. I am so grateful for the wonderful customers who wholeheartedly share their honest feedback with us, which has supported us in enhancing our offerings. And I am also grateful for all the love HYPHEN has received these past months!”

    The Ultra Light Water Sunscreen is now available for purchase on the official website and leading e-commerce platforms, including Nykaa, Amazon, and Flipkart.

  • Ariel asks men, Is your HomeTeam as strong as your Dream Team?

    Ariel asks men, Is your HomeTeam as strong as your Dream Team?

    Mumbai: Over the last nine years, Ariel India has continuously sparked conversations around the unequal division of domestic chores within households and urging more and more men to #ShareTheLoad. As society progresses, men have increasingly recognized the importance of supporting their partners equally. Since we began this journey in 2015, the percentage of men who believed that household chores, like laundry, are solely a woman’s job has drastically decreased from 79 per cent to 25 per cent*. However, acknowledging the need for further progress, Ariel is driving the conversation forward to encourage men to not only accept the physical aspect of household chores but also to act as a team at home to share the mental load. This collective effort will significantly contribute to men earning the trust of their partners by stepping up, ensuring that they can confidently step out into the world. This year, Ariel poses a pertinent question – How strong is your HomeTeam? By urging men to #ShareTheLoad, Ariel aims to foster a culture of equal ownership and accountability of household chores between husbands and wives, seamlessly integrating both the physical and mental aspects of running a household.

    In our latest film, ‘HomeTeams #ShareTheLoad,’ Ariel aims to introduce the notion of fostering a team dynamic within the household, reiterate household chores as a collective responsibility. Additionally, Ariel is urging couples to recalibrate their roles and responsibilities – can men handle both the mental and physical responsibilities of running the household in her absence? If yes, what stops from this becoming a way of life? This introspection is crucial in fostering true equality within households.

    While the physical aspect of household chores may receive occasional recognition, the silent weight of the mental load often goes unnoticed for many women. As men increasingly take on certain tasks and some households opt for domestic assistance, it’s critical to address the unseen burden borne by women. Have we truly considered the relentless mental to-do lists carried by women, often without respite? A new study by an independent third party, commissioned by Ariel revealed a startling fact that three out of every four women (75 per cent) find it difficult to mentally disengage from household responsibilities. This imbalance not only undermines their health, relationships, and overall well-being but also poses a significant obstacle to their career advancement. As more women enter the workforce and nuclear households become more prevalent, the need to share the load becomes even more pressing. As the unceasing weight of household chores persists, looming over every aspect of life, it’s imperative to ask: Can men adeptly shoulder not just the physical but the mental responsibilities of household management in her absence, thus easing the burden and fostering a more equitable partnership?”

    Ariel’s latest film poses a vital question to men. The story follows Aisha, a professional balancing her career and home responsibilities. When offered a work trip to Singapore, Aisha’s apprehension stems from concerns about her ‘team’s ability to manage without her. Like a lot of women, she does not want to highlight the main reason that she knows her partner’s incapability to take on the responsibility of the household in her absence The, “team” in this case that she was referring to was the team at home.

    This concern reflects a common dilemma for women, with research showing that more than half of women occasionally decline work-related travel due to worries about their partners’ ability to handle household chores.

    Yet, in a heartening turn, Aisha’s boss nudges her to leverage her “HomeTeam” just as effectively as she does her work teams, emphasizing the potential for achieving larger objectives than she could manage alone. This underscores the profound influence of teamwork in both personal and professional realms. While some men serve as catalysts for change, others may need just a gentle push. In the film, the husband’s realization is sparked by simply overhearing a conversation between Aisha and her boss about her apprehension to go to Singapore and how the team back at her home will manage in her absence. The realization in him highlights how small moments can lead to significant shifts in perspective. It’s a testament to men who just need a nudge to genuinely aspire to be equal partners but may be hindered by societal conditioning or a lack of awareness.

    “In response to the evolving dynamics within households, driven by the increasing representation of women in the formal sector, we recognize the need to adapt our approach to laundry care. With higher incomes, increased mobility, and growing aspirations, households are experiencing changes in laundry patterns, time constraints, and a heightened demand for convenience. At Ariel, we are committed to creating an ecosystem at home that empowers women by easing their domestic responsibilities. Our mission goes beyond providing superior cleaning products; we aim to foster genuine partnership and equality within households. By understanding the evolving needs of consumers, we strive to rewrite the narrative of gender roles and empower both men and women to share responsibilities equitably. This year. We are attempting to spotlight the never-ending to-do lists, a sign of the mental load, that women continue to disproportionately bear. Together, through initiatives like #ShareTheLoad, our aspiration is to cultivate households where it’s equally common for men and women to not only share the physical chores like laundry but also share the mental load of household responsibilities.” said Mukta Maheshwari, Chief Marketing Officer, P&G India, and Vice President – Fabric Care, P&G Indian subcontinent.

    #ShareTheLoad is not just an advertising campaign; it’s a silent revolution that’s changing the way Indian society perceives household chores between couples. Each year we uncover a hidden truth. Our deep listening process, in collaboration with the team at P&G Ariel, helps us sense the mood of the nation, the home, and the individual. This year we are hearing more and more women say they are giving up on growth opportunities because of the mental and emotional load of domestic responsibilities. This holds many women back and stops them from achieving their full potential. But things are changing. There are so many moments in the film that show us this reality and how the shift is happening. In the end, the film captures the realization of the husband and the effort he puts in to ensure his wife doesn’t have to take a step back at work. A giant step for equality at home.” said BBDO India chairman & chief creative officer Josy Paul.

    Over these seven editions, we’ve consistently addressed this vital issue, emphasizing the importance of shared responsibilities within households. With each passing year, our commitment to promoting equality and sparking meaningful discussions remains steadfast.

  • Novamax Appliances unveils Ad Campaign

    Novamax Appliances unveils Ad Campaign

    Mumbai: Novamax Appliances, an electric appliances manufacturer, has launched its latest advertising campaign around Election in India. This 24-second commercial utilises the idea of elections to illustrate the burning heat that prevails throughout the election season.

    The brand tagline, ‘Ek Hei Naam Gunje Ga Jab Chalegi Hawa,’ aims to resonate with consumers and highlight the relief offered by Novamax Air Coolers in combating the summer heat. The mastermind behind the creative execution of the ad film goes to Dinesh Gupta Productions.

    Commenting on the Ad Film, Novamax Air Coolers founder & CEO Harshit Aggarwal stated, “With the ‘Election’ ad film, we not only capture the essence of the electoral season but also showcase how our products provide respite from the sweltering heat. We are hopeful that this campaign will connect the public with the ongoing election heat-up season while also increasing the brand’s recall value through our products’ engaging tagline.”

    In response to this, Dinesh Gupta Productions founder Dinesh Gupta said, “It has been a pleasure working with the Novamax team to bring their creative vision to life. The ‘Election’ ad film presented a unique challenge that we embraced wholeheartedly. Through impactful visuals and storytelling, we have crafted an advertisement that will leave a lasting impression on viewers.”

    Previously, the brand successfully launched another ad film ‘Newsroom’ which targeted consumers who are looking for a refreshing summer experience. Novamax Air Coolers continues to innovate in the air cooling industry, offering reliable and efficient solutions for consumers across India.