Category: Marketing

  • ITC Aashirvaad gets fibre in the spotlight

    ITC Aashirvaad gets fibre in the spotlight

    MUMBAI: Looks like India’s finally talking roughage without getting rough around the edges. As part of Rashtriya Poshan Maah 2025, ITC Aashirvaad teamed up with the Institute of Home Economics (Delhi University) to host an engaging seminar on the role of dietary fibre in health.

    With digestive health concerns on the rise, recent surveys reveal that over 70 per cent of Indians fall short of daily fibre needs, women more than men. The findings, from Aashirvaad’s multigrain happy tummy survey covering eight lakh respondents, point to an urgent need for dietary awareness as low fibre intake is increasingly linked to obesity, diabetes, and heart disease.

    AIIMS dietitian Richa Jaiswal led the expert session, stressing how fibre-rich foods are vital for both prevention and management of non-communicable diseases. “There’s an urgent need to re-emphasise fibre’s role in maintaining gut health,” she said, urging future nutritionists to be champions of awareness.

    Reinforcing the brand’s commitment, Aashirvaad Staples and Meals, ITC Ltd. vice president & head of marketing Abhishek Mehrotra, said the initiative aligns with ITC’s ‘Help India eat better’ mission to empower consumers through nutrition education.

    Echoing this, ITC Ltd. vice president & head of food sciences Shantanu Das, added that the company continues to focus on science-backed dietary solutions to improve community well-being.

    The session wrapped up with a spirited Q&A and a creative inter-college recipe contest, where students reinvented traditional dishes with a nutritious twist, proving that when it comes to better health, the secret really is in the fibre.

  • Audi, Saatchi & Saatchi India launch artful festive campaign

    Audi, Saatchi & Saatchi India launch artful festive campaign

    MUMBAI: This Diwali, Audi isn’t just lighting up the streets, it’s lighting up minds. In a sparkling collaboration with Saatchi & Saatchi India, the brand has rolled out ‘Journeys of Imagination’, a festive campaign that’s part road trip, part art show, and all heart.

    Revving up Audi’s signature ‘Journey with Audi’ platform, the campaign celebrates the magic that happens when cutting-edge tech meets the warmth of Indian celebrations. The spotlight? Firmly on the sleek Audi q3 sportback, with star cameos from its luxe siblings, the q5 and q7, as they cruise through a Mumbai alive with festive fervour.

    But this isn’t just another glossy car ad. It’s a joyride powered by creativity.

    Enter AI artist Omkar Korade and renowned photographer Hashim Badani, two new-age creators who took the Audi Q3 on a journey through Mumbai’s glowing streets, capturing the soul of the city during its most spirited season. Think bustling lanes, swirling lights, and art that quite literally moves you.

    Their work turns every stop into a stroke of genius, transforming everyday festive scenes into imaginative digital artworks, all while showcasing Audi as more than just a car. It’s a co-pilot on a canvas, a muse for modern makers, and a companion in every moment of celebration.

    “Audi has always championed innovation,” said Saatchi & Saatchi India chief creative officer Kartik Smetacek. “And every new idea starts with a leap of imagination. So, for this year’s festive campaign, we collaborated with new-age creators Omkar Korade and Hashim Badani to reimagine how Mumbai celebrates the season. You will soon see their amazing AI art lighting up digital screens across the city.”

    Audi India head of marketing and PR Gaurav Sinha added, “Festivals in India are full of imagination and emotion, and we wanted this campaign to reflect that spirit in a way that feels fresh and modern. ‘Celebrating Journeys of Imagination’ is our tribute to how creativity, culture, and innovation come together during this time of the year.”

    And the strategy isn’t just about seasonal sparkle, Saatchi & Saatchi India executive director Atin Wahal pointed out that this partnership is built for the long road, “Our partnership with Audi is built on a shared vision of innovation and progress. It is focused on helping the brand connect meaningfully with audiences and drive creativity in the automotive space.”
     

  • Tribes roars loudest at Dragons of Asia 2025

    Tribes roars loudest at Dragons of Asia 2025

    MUMBAI: Tribes Communication has set the stage ablaze at the Dragons of Asia 2025, emerging as one of the most awarded agencies in the region and clinching the prestigious Red Dragon Network of the Year title.

    At the glittering ceremony in Kuala Lumpur, the Indian integrated marketing powerhouse swept multiple categories, picking up Gold Dragons for Havells India (brand trial or sales generation) and Kansai Nerolac (B2B marketing), along with Silver Dragons for Honda Drive Thru and Kansai Nerolac. To top it off, the agency bagged six more Black Dragons, marking a clean sweep across disciplines.

    “It’s more than just a win, it’s a celebration of passion and ideas that define Tribes,” said Tribes Communication chairman & managing director Gour Gupta. “Every campaign is a collective effort, and these honours reaffirm our teams’ drive to keep pushing creative boundaries and delivering measurable impact.”

    The Dragons of Asia Awards recognise marketing programmes that balance creativity with results, spotlighting the region’s best in brand innovation and performance. Tribes’ consistent wins highlight its prowess in blending experiential, digital, and B2B marketing with sharp strategic insight.

    With over 600 awards, 450 plus clients, and 17 offices nationwide, Tribes Communication has cemented its reputation as one of India’s most dynamic integrated agencies, proving that when it comes to roaring success, this Tribe leads the pack.

  • Asian Paints brings home the feels once again

    Asian Paints brings home the feels once again

    MUMBAI: Some stories never fade, they simply find new walls to speak from. Asian Paints has rekindled the magic of its iconic campaign Har ghar kuch kehta hai, returning with a fresh film that paints a touching portrait of the modern Indian home.

    Blending nostalgia with a contemporary lens, the new ad film explores how homes today are living, breathing reflections of the people who inhabit them. Each wall, colour and corner tells a tale of creativity, connection and comfort, whether it’s a young couple giving their walls personality, a food vlogger turning his kitchen into a studio, or a pet parent making room for a furry family member.

    Set to the familiar Har ghar poetry, the film gently reminds viewers that a home’s essence lies not in its structure, but in the lives it shelters, “har ghar chup-chaap se yeh kehta hai, ki andar isme kaun rehta hai.”

    Speaking on the campaign, Asian Paints MD & CEO Amit Syngle said, “Homes today are more dynamic, expressive and personal than ever before. With this new chapter, we celebrate how every corner carries meaning, through creativity, individuality or shared experiences.”

    Ogilvy India chief advisor Piyush Pandey added, “Homes have always spoken; what’s beautiful now is that they’re starting new conversations. This campaign captures today’s lives with honesty, humour and heart.”

    More than a revival, this film is a love letter to the spaces that shape us, proving that while styles evolve, the emotion behind every home remains timeless.

  • Byte-sized ownership: Bytepe turns smartphone dreams into subscriptions

    Byte-sized ownership: Bytepe turns smartphone dreams into subscriptions

    MUMBAI: Why buy when you can subscribe? Bytepe, India’s first tech subscription platform, is reprogramming the way Indians think about smartphone ownership, with a model that swaps EMIs for easy monthly subscriptions and outdated devices for yearly upgrades.

    Founded by serial entrepreneur Jayant Jha, the former Flipkart leader who co-founded and sold Yaantra to Flipkart, Bytepe promises to make premium smartphones, including the latest iphone 17 series, more accessible, affordable, and flexible than ever before.

    “With Bytepe, we’re democratising luxury,” said Jha. “After years of watching consumers get locked into long EMIs and old devices, we wanted to create a model that’s lighter on the wallet, better for the planet, and puts control back in the user’s hands.”

    The concept is refreshingly simple: pick your phone, pay a monthly subscription that’s lower than traditional EMIs, enjoy 100 per cent damage protection, and upgrade every year, no hidden costs, no long-term lock-ins. Bytepe also offers its own Bytepe EMI for non-credit card users, ensuring access for all.

    For instance, the new iphone 17 (256 gb), priced at Rs 82,900, can be subscribed to for a fraction of that monthly, with the option to upgrade, return, or own it outright after 12 months. For those who prefer to pay upfront, Bytepe offers 50 per cent assured buyback after 12 or 24 months, plus full insurance coverage.

    Starting with smartphones, Bytepe plans to expand into other tech categories including electronics and accessories, creating what Jha calls “a smarter, circular economy of ownership.”

    In a market where affordability often comes at the cost of flexibility, Bytepe is offering something refreshingly new: the freedom to stay up to date, without being tied down.

  • Jos Alukkas celebrates cultural pride at Miss South India 2025

    Jos Alukkas celebrates cultural pride at Miss South India 2025

    MUMBAI: Jos Alukkas brought a touch of gold to the 23 edition of Miss South India, held recently in Bengaluru, as Liz Jaymon Jacob claimed the title of Jos Alukkas – Garden Vareli Miss South India 2025. Aishwarya Ullas and Ria Sunil were named first and second runners-up, among 21 finalists representing the vibrant cultural diversity of the southern states.

    Jos Alukkas managing director Paul Alukkas said, “Miss South India 2025 is a celebration of individuality and tradition. Every contestant is a reflection of strength, elegance and cultural pride, values that align perfectly with what we stand for.”

    John Alukkas managing director, added, “At Jos Alukkas, we celebrate the spirit of womanhood. The pageant brings together confidence, creativity and fashion, while remaining rooted in the rich heritage each contestant represents.”

    The event showcased the innovation, grace and cultural vibrancy of Andhra Pradesh, Karnataka, Kerala, Telangana and Tamil Nadu, featuring a mix of performances and personal stories that celebrated the spirit of the South.

    Organised by Pegasus Global since 2002, Miss South India is one of the region’s most prestigious beauty pageants, highlighting empowerment and cultural heritage through rounds featuring ethnic wear, cocktail and gown segments.

    For over six decades, Jos Alukkas has been a trusted name in jewellery, known for its Bis-certified gold and Iso 9001:2000 recognition, the first of its kind in the industry. Led by chairman Jose Alukkas and managing directors Varghese, Paul and John Alukkas, the brand continues to redefine modern jewellery retail with innovation and integrity across its 60-plus showrooms and online presence.

  • Cdsl Ipf slams scams with witty investor awareness drive this Diwali

    Cdsl Ipf slams scams with witty investor awareness drive this Diwali

    MUMBAI: Marking world investor week 2025, the CDSL Investor Protection Fund (CDSL IPF) has launched a spirited awareness campaign titled ‘Sawaal karo, scams ko slam karo’, urging Indians to take a stand against financial frauds by doing one simple thing, ask questions before investing.

    Organised under the aegis of Sebi and the International organisation of securities commissions (Iosco), the week-long initiative (October 6–12) rolled out across multiple platforms, from digital films and Paytm sound boxes to railway announcements, turning everyday moments into gentle reminders to stay alert.

    Two specially produced awareness videos anchor the campaign, spotlighting how curiosity can be a powerful safeguard against scams. The message is clear: when in doubt, pause, verify, and question before you click, share, or invest.

    Adding an artistic flourish, a 20,000-square-foot rangoli by artist Shikha Sharma brought the campaign’s spirit to life, transforming a symbol of celebration into one of caution and empowerment.

    “Through our ‘Sawaal karo, scams ko slam karo’ campaign, we aim to inspire investors to question, verify, and invest wisely,” said Cdsl Ipf secretariat head Sudhish Pillai. “Awareness is your strongest defence, before you invest, pause and verify.”

    Cdsl Ipf has long championed financial literacy and investor empowerment through its nationwide Investor Awareness Programmes (IAPs). In FY 2024–25 alone, it conducted 2,526 sessions across 34 states and union territories, reaching over 1.47 lakh participants in 15 languages, a testament to its commitment to building an informed investor base.

     

  • Bolero gets a bold new gear at Raj Vehicles Mohali

    Bolero gets a bold new gear at Raj Vehicles Mohali

    MUMBAI: Old favourite, new swagger! The Mahindra Bolero is back on the road with a bolder look and a comfier ride. Raj Vehicles, Mohali’s authorised Mahindra dealership, has rolled out the all-new Bolero range, featuring top-end variants Bolero B8 and Bolero Neo N11.

    Priced between Rs 7.99 lakh and Rs 9.99 lakh (ex-showroom Mohali), the refreshed Bolero lineup blends rugged charm with modern touches. Think a redesigned grille, stylish diamond-cut R15 alloys, and a striking new stealth black colour that gives the SUV an unmistakable presence.

    Inside, the Bolero now pampers its passengers with 17.8 cm and 22.8 cm touchscreen infotainment systems, plush leatherette upholstery, Rideflo tech, and improved seat contours for all-day comfort.

    “The Mahindra Bolero continues to symbolise strength, trust, and versatility,” said Raj Vehicles Mohali managing director Rajvinder Singh. “With its modern styling and advanced features, the new Bolero and Bolero Neo set new benchmarks while retaining their iconic rugged DNA.”

    Celebrating 25 years on Indian roads, the Bolero remains a trusted companion for both city drives and countryside trails. Powered by the Mhawk75 and Mhawk100 diesel engines, the new models deliver power-packed performance with impressive fuel efficiency.

    Bookings and test drives for the new Mahindra Bolero range are now open exclusively at Raj Vehicles, Mohali, where strength meets style in true Bolero fashion.

  • Philips trims the taboo with Oneblade Intimate

    Philips trims the taboo with Oneblade Intimate

    MUMBAI: Looks like Philips isn’t beating around the bush, literally! The brand has launched the Philips Oneblade Intimate, a sleek, skin-safe grooming device designed to make “down there” care feel as normal as skincare or shaving.

    With India’s Gen Z leading a self-care revolution, Philips’ latest innovation answers a growing need for safe, irritation-free Intimate grooming. A recent Philips survey of over 6,000 young Indians found that a whopping 90 per cent already practise Intimate hair removal, but many still battle nicks, cuts and discomfort from products not built for sensitive zones.

    Enter Oneblade Intimate: a unisex, waterproof device made to trim and shave with precision, protection and peace of mind. Its triple-protection skin protect blade system and fast-moving cutter (100 times per second) promise a smooth, nick-free experience, while a 3mm comb and rechargeable battery make it travel-friendly too.

    To launch the product, Philips rolled out its cheeky Dontbeataroundthebush campaign with the tagline “Down there, done right.” From bush-shaped installations across Mumbai, Delhi and Bengaluru to influencer buzz and a vibrant event at Taj Lands End, Mumbai, the campaign turned Intimate grooming into a confident conversation about comfort and choice.

    “Today’s younger generations are rewriting the rules of self-care,” said Philips personal health India subcontinent head Smit Shukla. “Their openness inspired us to create an honest conversation and a product that delivers safety, comfort, and freedom of choice.”

    Priced at Rs 2,399, Philips Oneblade Intimate is available on Amazon, Blinkit, Instamart and Nykaa (which also offers an exclusive women’s edition with an exfoliating glove). Replacement blades range from Rs 899 to Rs 1,549.

    With its bold messaging and light-hearted honesty, Philips has managed to make grooming talk, well, a cut above the rest.

  • How to Make Bike Ownership Worry-Free in Indian Cities?

    How to Make Bike Ownership Worry-Free in Indian Cities?

    In Indian cities, bikes are a lifeline for quick, affordable travel, but they also demand careful ownership. Congested roads, unpredictable drivers, and regular wear and tear can make riding stressful. 

    The solution? A proactive approach. From choosing reliable cover and riding safely to maintaining your two-wheeler regularly, here’s how to turn bike ownership into a smooth, secure, and worry-free experience.

    Common Challenges of Bike Ownership in Cities

    Owning a bike in an Indian city can be convenient and cost-effective, but it also brings unique challenges. From maintenance to navigating daily traffic, riders often face hurdles that require planning and attention.

    1.  Frequent servicing and maintenance needs.

    2.  Rising fuel prices are impacting daily costs.

    3.  Limited availability of safe parking spaces.

    4.  Daily wear and tear from constant use.

    5.  Navigating busy roads and traffic congestion.

    6.  Dealing with unpredictable weather and road conditions.

    7.  Managing tight schedules while ensuring timely upkeep.

    8.  Small issues escalate into costly repairs without regular care.

    8 Easy Steps to Keep Your Riding Experience Smooth in Indian Cities

    Managing a bike in a busy city doesn’t have to be complicated. With a few simple habits and practical steps, you can reduce everyday stress and keep your two-wheeler running smoothly. Here are eight easy ways to make your ownership experience safer, simpler, and more efficient.

    1. Start with the Right Bike for City Use

    The first step towards stress-free ownership is choosing a bike that suits your daily needs. Not every bike is made for Indian city roads. You’ll need a model that balances power, mileage, manoeuvrability, and ease of maintenance. Look for bikes that offer:

    a.  Lightweight frame and easy handling

    b.  Good mileage and fuel efficiency

    c.  Upright seating posture for comfort in traffic

    d.  Decent ground clearance for uneven roads

    e.  Tubeless tyres for reduced puncture hassle

    2. Two-Wheeler Insurance: Your Everyday Safety Net

    City riding comes with unpredictability, bumper-to-bumper traffic, potholes, and narrow lanes, all of which increase the chances of minor accidents or damage. That’s where two-wheeler insurance steps in.

    a.  Covers repair costs in case of accidents

    b.  Protects against theft, vandalism, or natural disasters

    c.  Cashless repair options at network garages

    d.  Some policies offer roadside assistance and towing.

    3. Service Your Bike Regularly Without Waiting for Trouble

    Maintenance is often overlooked until a problem arises. But it shouldn’t be.

    a.  Refer to your owner’s manual and follow the suggested service timeline.

    b.  Get your engine oil changed on time.

    c.  Check tyre pressure every 10–15 days.

    d.  Inspect brakes, chain, and lights monthly.

    e.  Keep your air filter and battery clean.

    For those who ride daily, minor issues like brake pad wear or clutch stiffness can escalate if left unchecked. Preventive care saves you both money and stress in the long run.

    4. Master Safe Riding Habits for City Roads

    City riding is all about being alert and defensive. Unlike highways, you’re navigating a mix of pedestrians, autos, buses, and stray animals, often all at once. Urban riding tips every biker should follow:

    a.  Always wear a helmet and fasten it properly

    b.  Avoid weaving through traffic; it increases collision risk.

    c.  Use indicators early while turning.

    d.  Don’t ride too close to other vehicles.

    e.  Slow down during rain or on poorly lit roads.

    f.  Make visibility your priority, wear reflective clothing, and keep your headlights on, even during the day.

    g. Back Up with Comprehensive Insurance

    Even with safe riding, unforeseen events like accidents, theft, or natural disasters can still cause damage. A comprehensive two-wheeler insurance policy offers wide protection and acts as a financial shield against costly repairs or losses. It typically covers:

    i.  Damage from road accidents

    ii.  Loss due to man-made disasters like fire or vandalism

    iii.  Loss due to natural disasters like floods or storms

    iv.  Theft or total loss of the vehicle

    v.  Third-party liabilities for injury or property damage

    vi.  Optional add-ons for enhanced protection

    Having this cover ensures you’re prepared for unexpected expenses and can continue riding with confidence.

    5. Park Smart to Avoid Damage or Fines

    Finding safe parking in cities is a daily struggle. Parking in the wrong place can result in scratches, fines, or worse, towing.

    a.  Choose well-lit, secure spots, preferably near CCTV cameras

    b.  Use a front disc lock or handlebar lock for added security.

    c.  Avoid parking too close to cars or walls, as scratches are common.

    d.  In public lots, avoid corners or blind spots that attract theft.

    e.  For apartment parking, request a dedicated space if possible.

    6. Keep Important Documents Handy and Digital

    In case of an accident or police check, you don’t want to be caught off guard. Always have digital and physical copies of:

    a.  Registration Certificate (RC)

    b.  Driving licence

    c.  Pollution Under Control certificate (PUC)

    d.  Insurance policy

    e.  Emergency contact details

    Apps like DigiLocker are accepted by the traffic police and make document storage hassle-free.

    7. Plan for Emergencies Before They Happen

    City rides can throw up surprises, a flat tyre in the rain, a dead battery after office hours, or a minor skid in traffic. It helps to be prepared.

    a.  Portable tyre inflator or puncture kit

    b.  First-aid kit

    c.  Flashlight

    d.  Phone charger or power bank

    e.  Contact number of your regular mechanic or roadside assistance

    Even better, check if your bike insurance includes on-road assistance, which can be a lifesaver when you least expect it.

    8. Use Tech to Simplify Your Rides

    Technology has made city commuting smarter. From navigation to maintenance tracking, there’s an app or device for almost everything.

    a.  Navigation apps for real-time traffic

    b.  Fuel tracker apps to monitor mileage and fuel usage

    c.  Service reminder apps to keep up with maintenance schedules

    d.  Insurance apps to raise claims or renew policies

    e.  Ride-sharing apps (for pillion riders) to split fuel costs

    f.  Some bikes even come with built-in Bluetooth and connected dashboards, ideal for staying on top of alerts.

    Owning a bike in the city can be simple and stress-free. Paying attention to simple things like maintenance, safety, and smart habits can make everyday riding much easier. A little preparation helps avoid unexpected issues and keeps your journeys smooth. 

    New riders and seasoned commuters alike can benefit from staying informed and proactive to enjoy the convenience a two-wheeler truly brings.