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Category: Marketing

  • Saraf Furniture unveils Independence Day freedom sale

    Saraf Furniture unveils Independence Day freedom sale

    Mumbai: In honor of Independence Day, Saraf Furniture has announced the launch of its highly anticipated Freedom Sale. This exclusive event offers customers the opportunity to enjoy remarkable discounts of up to 60 per cent on an extensive selection of premium furniture and home décor items. With a wide array of choices available, the freedom sale is the perfect occasion for shoppers to refresh their living spaces with stylish, high-quality pieces at unbeatable prices.

    Key highlights of the freedom sale:

    . Beds: Enjoy unbeatable prices on our extensive selection of beds and mattresses, designed for comfort and style.

    .  Sofas: Upgrade your living space with our range of stylish and comfortable sofas, now available at significant discounts.

    .  Dining sets and kitchen essentials: Elevate your dining experience with our elegant dining sets and kitchen cabinets, perfect for family gatherings.

     .  Lamps, carpets, and rugs: Brighten your home with our beautiful collection of lamps, carpets, and rugs, all offered at special prices.

     .  TV units: Create a functional and stylish workspace or entertainment area with our range of desks and TV units.

     .  Bookshelves and storage solutions: Organise your home effortlessly with our practical and aesthetically pleasing bookshelves and storage options.

    Saraf Furniture founder Raghunandan Saraf shared his enthusiasm, saying, “Our Freedom Sale is the perfect opportunity for customers to remodel their homes with high-quality furniture at unbeatable prices. It’s an ideal time for buying pieces that can improve your living area.”

    Customers will find the freedom sale both on the website as well as in the showrooms of Saraf Furniture in Bangalore, Delhi, Hyderabad, Surat, and Rajasthan.

  • The evolution of sunglasses trends and styles over the decades

    The evolution of sunglasses trends and styles over the decades

    Sunglasses have become more than just a functional accessory; they’re a fashion statement, a reflection of personal style, and a symbol of coolness. Over the decades, sunglasses trends have undergone significant evolution, influenced by fashion, technology, and cultural shifts. Let’s take a journey through time to explore how sunglasses styles have transformed, adapted, and remained iconic.

    In the early 20th century, sunglasses were primarily worn for practical purposes rather than fashion. Their main function was to protect the eyes from harmful UV rays and glare. Styles were basic, often featuring round or oval lenses with simple metal frames. It wasn’t until the 1950s and 1960s that sunglasses started to gain traction as a fashion accessory, thanks to Hollywood icons like Audrey Hepburn and James Dean, who popularized styles such as cat-eye and wayfarer sunglasses.

    The 1970s saw the rise of oversized sunglasses, these bold, exaggerated frames exuded glamour and sophistication, reflecting the disco-era aesthetic. Meanwhile, the 1980s ushered in a new era of experimental styles, with aviator sunglasses making a comeback alongside neon colors, mirrored lenses, and geometric shapes. It was a time of bold statements and daring fashion choices.

    As we entered the 21st century, sunglasses trends became more eclectic and diverse. Retro styles continued to dominate, with vintage-inspired designs making a resurgence. However, there was also a growing emphasis on innovation and technology, leading to the popularity of sporty sunglasses with polarized lenses and lightweight materials. In recent years, there has been a shift towards minimalist and understated aesthetics, with sleek, slim frames and neutral color palettes becoming increasingly popular. Classic styles like aviators and wayfarers have maintained their timeless appeal, while new trends emerge in response to changing tastes and preferences. From the resurgence of round frames to the rise of eco-friendly materials, sunglasses continue to evolve to meet the demands of modern consumers.

    One notable trend that has emerged in the past decade is the influence of celebrity culture on sunglasses fashion. With social media platforms like Instagram driving trends and shaping consumer behavior, celebrities and influencers have become powerful arbiters of style, celebrity endorsements have propelled certain styles into the spotlight and sparked widespread emulation.

    Moreover, collaborations between fashion brands and celebrities have led to a proliferation of limited-edition collections, further blurring the lines between high fashion and streetwear.

    Looking ahead, it’s clear that the evolution of sunglasses trends will continue to be shaped by a combination of factors, including technological advancements, cultural influences, and shifting consumer preferences. As fashion becomes increasingly globalised and interconnected, we can expect to see a fusion of styles from different eras and regions, creating a rich tapestry of diversity and creativity.

    In conclusion, sunglasses have come a long way as a utilitarian accessory. They have evolved into a symbol of style, status, and self-expression, reflecting the ever-changing landscape of fashion and society. Whether you prefer classic aviators or futuristic shield sunglasses, there’s a style out there to suit every taste and personality. So, as you step out into the sun, don’t forget to put on your shades and embrace the timeless allure of sunglasses fashion.

    The article has been authored by QUE co-founder & CEO Shashank Saurabh.

  • YesMadam onboards Shraddha Kapoor as a brand ambassador

    YesMadam onboards Shraddha Kapoor as a brand ambassador

    Mumbai: A recent viral video on Twitter, featuring an argument between two men on the Delhi NCR metro with one shouting “Har Expert, Salon Expert Nahi Hota,” has generated significant attention. This viral moment is actually part of a marketing campaign by YesMadam, India’s tech-enabled salon-at-home service provider. The bootstrapped startup has enlisted Bollywood actress Shraddha Kapoor as its brand ambassador for this campaign.

    The campaign, titled “Har Expert, Salon Expert Nhi Hota,” aims to emphasize the importance of choosing the right salon expert. It highlights YesMadam’s focus on providing professional at-home beauty and spa services, with features like hygienic practices, quality products, transparent pricing, and the option to use personal products.

    The video, featuring Shraddha Kapoor in a humorous context, is designed to increase YesMadam’s visibility and expand its user base. This initiative is expected to enhance the brand’s positioning and organic reach, supporting its goal of making premium beauty and spa services accessible across India.

    Commenting on the association, YesMadam co-founder and CEO Mayank Arya said, “Partnering with Shraddha Kapoor is a game-changer for YesMadam. Her aura and the perfect blend of elegance and approachability perfectly and seamlessly align with our brand values. Through our ‘Har Expert, Salon Expert Nahi Hota’ campaign, we aim to showcase how YesMadam brings truly professional and reliable salon services to every home. This collaboration will significantly boost our mission to revolutionize the at-home beauty experience across India.”

    Founder and CMO Akanksha Vishnoi added, “Collaborating with Shraddha Kapoor is a strategic move for YesMadam. Her influence will help us connect with a broader audience and strengthen our commitment to accessible, high-quality beauty services. We are also dedicated to empowering our service partners across various locations, providing them with financial stability and growth opportunities, which in turn creates a positive impact on society, and this collaboration will surely support us in actualizing the dreams of our wonderful service partners.”

  • Neutrogena launches visible repair range

    Neutrogena launches visible repair range

    Mumbai: Neutrogena, a skincare brand, has released its ‘Skin Rewind Survey’ highlighting gaps in knowledge on anti-aging solutions amongst women. The survey reveals that 95 per cent women are actively seeking anti-aging solutions, with two out of three women mentioning fine lines and wrinkles as a top skin concern related to aging.

    Interestingly, the survey also highlights that while 75 per cent of women recognize fine lines and wrinkles as early signs of aging, only 42 per cent are using specialised anti-aging solutions indicating the lack of consumer awareness about the right aging regime and the efficacious products to address aging signs. Additionally, 85 per cent of women wished they started addressing these skin aging issues sooner.

    According to a study titled, ‘Aging and the Indian Face: An Analytical Study of Aging in the Asian Indian Face’1 Indian skin ages 10 years faster compared to other skin types. While skin aging can be attributed to various external and internal factors, factors like air pollution and environment, prolonged sun exposure, lifestyle-related stress, inadequate sleep significantly impact skin, making it more prone to aging and degeneration of collagen.

    With an aim to address these growing skin aging concerns faced by Indian consumers, Neutrogena launches its new Visible Repair range, an innovation specifically formulated to visibly repair signs of skin aging, in just seven days.

    Comprising of three products, a serum, regenerating cream, and an under-eye cream, Neutrogena Visible Repair range combines fast-acting retinol and other powerful anti-aging ingredients that produces 48 per cent more collagen3 while maintaining the skin’s natural collagen to improve skin elasticity and firmness.

    The new range effectively tackles key pain points related to retinol often faced by consumers. Specially formulated for retinol beginners, 97 per cent new retinol users in a consumer study agreed that the visible repair range is mild and non-irritating, suitable for daily use and all skin types. Bringing its unique encapsulated technology, the visible repair range ensures better absorption in the skin to deliver improved results and efficacy.

    Commenting on the launch of Neutrogena Visible Repair range, Kenvue business unit head, essential and skin health & beauty and VP marketing, Manoj Gadgil said, “Skin aging is one of the leading skincare concerns faced by Indian women. With women becoming more health and skin conscious, they are actively seeking solutions to reverse signs of aging to give them younger looking skin. We are delighted to launch Neutrogena’s Visible Repair Range, a science-backed solution with efficacious anti-aging ingredients that is designed to address the unique skin aging needs of Indian women ensuring visible improvements along with a superior beauty experience.”

    “At Neutrogena, it is our promise to democratize access to knowledge and derm backed solutions to boost skin’s vitals.  With 30 years of experience and science around retinol, Neutrogena has built strong credentials in using stable retinol in its skincare products making it a brand recommended by doctors. With Neutrogena Visible Repair Range, we provide women with an effective yet gentle formulation suitable for all Indian skin types, even those new to retinol, to make them feel more confident in their skin”, he further added.  

    Dr. Jaishree, a board-certified cosmetic dermatologist with 24 years experience, explained, “As women, we share common concerns about fine lines and wrinkles. Most women rely on general skincare products such as moisturizers, sunscreens, and serums. We aim to enhance awareness and availability of effective anti-aging solutions. By educating women on early skin care intervention and the benefits of targeted anti-aging products, we can help them achieve their skincare goals. Neutrogena’s Visible Repair Range is specifically designed to meet these needs, offering advanced solutions for younger-looking skin.”

    Neutrogena’s new visible repair range has been launched in association with Nykaa. Along with Nykaa, the new range will be available across top beauty destinations.

  • Britannia Treat Croissant partners with Snapchat

    Britannia Treat Croissant partners with Snapchat

    Mumbai: Have you ever had trouble pronouncing ‘Croissant’? You’re not alone! To help you make Croissant roll off the tongue like poetry, Britannia Treat Croissant has teamed up with Snapchat to launch an exciting new lens that puts your pronunciation skills to the test with a twist. Introducing the Britannia Treat Croissant Pronunciation Challenge—a playful way to connect with friends while showing off your linguistic flair!. This collaboration comes as an extension of the ongoing efforts by the brand, after the ‘Croissant Pronunciation Expert’ internship, to help consumers in mastering the pronunciation of this tricky word.

    With this interactive lens, Snapchatters can say “Croissant” (pronounced: kva-sawng) and watch as a meter gauges their pronunciation. If you stumble, don’t worry! You can try again until you nail it. And when you do, you’ll be rewarded with a virtual croissant crown to flaunt in your selfies. Share your crowned moments with friends and see who can master the art of saying “Croissant” the best!

    Snapchatters are known for their love of innovative formats and gamified experiences that make interactions more engaging and fun, much like croissant lovers. This new lens perfectly taps into that spirit, offering a unique challenge that combines technology and entertainment, bringing them together over the joy of pronouncing ‘croissant’ correctly.

    Britannia’s chief business officer, bread, cake and rusk Yudhishter Shringi said “We are happy to partner with Snapchat, marking a unique collaboration that blends our innovative spirit with Snapchat’s dynamic platform. Both Snapchat and the croissant audience share a passion for creativity and trendsetting, making this partnership a perfect match. We have been seeing great traction for the lens where Snapchatters are actively sharing, saving and spending considerable time interacting with the lens. With Britannia Treat Croissant, we are committed to exploring unique avenues to connect with our consumers and elevate their experience. This initiative is not just about making ‘Croissant’ easier to pronounce; it’s about enhancing awareness and embedding Britannia croissants into the everyday lives of our consumers. Our goal is to make Britannia synonymous with delicious croissants, and this partnership is a significant step in that direction.”

    “We’re thrilled to partner with Britannia Treat Croissant for the Croissant Pronunciation Challenge on Snapchat. This innovative lens perfectly captures the fun and engaging spirit of our platform, allowing Snapchatters to connect and compete in a playful way. It’s exciting to see how technology can bring people together over something as simple and delightful as pronouncing ‘croissant’ correctly. We look forward to seeing Snapchatters across India embrace this challenge and share their crowned moments with friends”. said Snap Inc. head of advertising solutions – India Neha Jolly Sawhney.

    So, gather your friends, put your pronunciation skills to the test, and let the croissant crown battles begin, as this latest lens from Britannia Treat Croissant is another delightful way for Snapchatters to connect, laugh, and celebrate their unique talents.

  • Ujjivan Small Finance Bank launches its sonic identity

    Ujjivan Small Finance Bank launches its sonic identity

    Mumbai: Ujjivan Small Finance Bank (Ujjivan SFB), a small finance bank, has launched of its sonic brand identity, named ‘The Sound of Ujjivan’. The sonic identity aims to strengthen the connection with the customers through the strategic use of sound.

    At the heart of sonic identity is the bank’s sonic logo, crafted to capture fundamental values like opportunity and freedom which seamlessly resonates with what Ujjivan stands for – trust and progress.

    Conceptualised and created by Unmute, a Scandinavian sonic branding agency, the new sonic identity helps the customers connect emotionally with the bank. Unmute has used the ’Geneva Emotional Music Scale’ – a model designed to describe how humans respond emotionally to music. When adapting this method to the Ujjivan brand, a list of descriptors were defined and used as a common “language” throughout the creation process. As music is very subjective, it’s important to find ways to evaluate the sound from the brand’s perspective.

    The new sonic identity will be integrated across various customer touchpoints including phone banking, mobile banking applications, ATMs and the website.  

    Ujjivan Small Finance Bank executive director Carol Furtado said, “Since its inception, Ujjivan Small Finance Bank has been a partner in progress to millions of customers. To deepen this relationship, ‘The Sound of Ujjivan’ is a heartfelt endeavour to create a strong brand recall. The new sonic identity reflects our commitment to enhancing the customer experience, across all touchpoints both physical and digital.”

    Ujjivan Small Finance Bank CMO Lakshman Velayutham said “Music has the power to create an emotional connect with the customers and capture the true essence of a brand. The Sound of Ujjivan is not merely a branding initiative, but a reflection on the need to create a universal musical expression that captures the spirit of Ujjivan, making it both relatable and engaging for our diverse audience.”

    Commenting on the association, Unmute’s Simon Kringel, said “Ujjivan has really embraced their sonic branding and for us it’s been a fascinating collaboration. Coming from another part of the world we’ve had to learn so much about Indian music and culture; and by adding our own musical touch I think we’ve achieved a sound that is unique, distinctive and truly cross-cultural.”

  • Apsara launches new brand identity and packaging design

    Apsara launches new brand identity and packaging design

    Mumbai: Apsara, the flagship brand of Hindustan Pencils, has launched its new brand identity and packaging design. This transformation aims to redefine Apsara’s market presence with a fresh look that reflects the brand’s commitment to quality and innovation.

    Since its inception in the 1960s, Apsara has become a well-known name in stationery, elevating the simple pencil into a symbol of excellence. Through campaigns like “Extra Marks for Good Handwriting,” Apsara has set standards for students and professionals alike. Today, Apsara continues to innovate, demonstrating the impact of a well-designed product.

    Apsara has consistently updated its logo and packaging to maintain relevance. The latest rebranding modernises the typeface while preserving its recognition. This update introduces a unified visual identity across all product lines, including art materials, gifts, and stationery, bringing consistency to the brand’s overall presentation.

    In this revamp, a turquoise shade has been selected as the primary brand color, unifying Apsara’s diverse product range under a single identity. For the pencil and related categories, where Apsara has a strong legacy, subtle adjustments were made to preserve familiar visual elements and the existing color palette. The art materials and gifting segments now feature a bold yellow color scheme, improving shelf visibility and making it easier for customers and retailers to recognise the products.

    “Our new packaging is a testament to our dedication to delight consumers with designs that are as exceptional as our products,” stated Hindustan Pencils president Pradip Ughade. “This revamp not only enhances the customer experience but also strengthens Apsara’s market presence across a broader spectrum of products.”

    The agency behind the revamp – Almond Branding founder Shashwat Das added, “This transformation solidifies Apsara’s leadership in the market. The refreshed identity resonates with both our loyal customers and new audiences, reinforcing Apsara’s influence in the stationery and art materials markets.”

    Apsara continues to set industry benchmarks with its innovative approach and unwavering commitment to quality. The refreshed branding embodies the company’s vision of evolving with market trends while upholding the core values that have defined Apsara for generations.

  • Cross-channel marketing strategies boost conversion rates by up to 31 per cent: CleverTap report

    Cross-channel marketing strategies boost conversion rates by up to 31 per cent: CleverTap report

    Mumbai: CleverTap, the all-in-one engagement platform, released its market research report on “Unraveling the Cross-Channel Marketing Strategy”. The report highlights the necessity of tailoring marketing approaches to resonate with regional audiences while maintaining a cohesive global presence. It underscores the importance of understanding local and industry-specific nuances to optimise cross-channel strategies as businesses grow.

    The report has looked at more than 600 businesses across the globe and examined factors that could influence or shape the omnichannel strategy such as business growth stage, geographical nuances, industry dynamics, customer lifestyle milestones, and user retention. The cross-channel strategy of a business involves selecting the right number of channels and the right mix – depending on the stage of growth the business will be in at any given point in time and where the customer is in their lifecycle. A key indicator of the stage of growth a company is at is the number of monthly active users. It is observed that businesses witness up to 49 per cent increase in conversion rates by using four or more channels as part of their omnichannel strategies. 

    While email remains dominant in markets like the US and UK, SMS holds significant sway in regions like China and the US, and WhatsApp emerges as a powerhouse in South America and Asia. The report found that adopting an omnichannel marketing strategy impacted the following key areas: app stickiness, conversion rates, and onboarding rates.

    Key highlights include:

    Engagement:

    . 23 per cent uptick in engagement on Fintech platforms with email, push notifications and in-app messages.

    . 16 per cent increase in engagement for Subscription platforms with email, while combining it with other channels can take it beyond  20 per cent

    . 13 per cent elevated engagement in Gaming platforms with a combination of email, push-notifications, in-app messages and app inbox.

    Conversion rates:

    . Up to 31 per cent conversion rates in Fintech apps, where email, push notifications, and in-app messages are pivotal.

    . 16 per cent uptick in conversions in subscription apps from push notifications and in-app messages

    . 10 per cent increase in conversion in the gaming industry from push notifications and in-app messages.

    . Six per cent increase in conversions in e-commerce as a result of a cross-channel strategy incorporating in-app, app inbox, email and push notifications.  

    App-stickiness:

    . Over 28 per cent increase for Fintech platforms with more than three channels.

    . 30 per cent to 70 per cent increase stickiness in subscription platforms, such as streaming platforms,or grocery shopping, with two to four channels.

    . 32 per cent increase in stickiness in gaming platforms, with more than three channels.

    . 26 per cent increase in stickiness in e-commerce platforms, with more than three channels.

    Commenting on the report, CleverTap VP – data science Jacob Joseph said, “Many organisations often dive into customer engagement with a narrower focus, which, while important, can limit their effectiveness. Our latest report highlights the crucial need for a holistic approach to truly drive impactful results. By strategically utilizing a mix of channels, businesses can significantly enhance their engagement efforts. The findings demonstrate that a comprehensive, all-in-one MarTech stack is vital for marketers who must navigate the complexities of diverse channels. This approach not only addresses the numerous challenges but also amplifies overall engagement and effectiveness, ensuring that no customer touchpoint is overlooked and every interaction is optimised for success.”

  • Indian Racing Festival Partners with Go Fish Entertainment

    Indian Racing Festival Partners with Go Fish Entertainment

    Mumbai – The Indian Racing Festival (IRF) is excited to announce its new strategic partnership with Go Fish Entertainment pvt. Ltd., a leading force in entertainment marketing. This collaboration marks a significant leap in enhancing the Indian Racing Festival brand presence through strategic celebrity partnerships and an extensive media campaign.

    Go Fish Entertainment Pvt. Ltd. is a premier entertainment marketing agency from Mumbai, boasting nearly two decades of industry expertise. Renowned for its expertise in strategic partnerships and innovative campaigns, Go Fish excels in crafting impactful celebrity collaborations and media strategies. The company works with leading advertisers and celebrities, tailoring approaches to meet the diverse and dynamic demands of entertainment marketing. Go Fish Entertainment has played a pivotal role in strategizing, negotiating, and closing strategic celebrity partnerships for the Indian Racing Festival.

    Notable figures such as John Abraham, Sourav Ganguly, and Arjun Kapoor have partnered with IRF to own teams: John Abraham as the owner of the Goa Aces, Sourav Ganguly as the owner of the Kolkata Royal Tigers, and Arjun Kapoor as the owner of the Speed Demons Delhi.

    Go Fish Entertainment director Sajay Moolankodan expressed enthusiasm about the partnership: “We are thrilled to bring these celebrities into a strategic partnership with the Indian Racing Festival. Our goal was to align with celebrities who not only have a strong connection with the audience but also embody the spirit of motorsports. We believe these collaborations will enhance the Indian Racing Festival’s visibility and set a new benchmark in motorsports in India. We are excited to support Mr. Reddy’s vision for the Indian Racing festival and the growth of motorsports in the country.”

    The Indian Racing Festival conceived by Racing Promotion pvt Ltd chairman Akhilesh Reddy added, “This partnership with Go Fish Entertainment represents a new era for the Indian Racing Festival. The addition of such esteemed celebrities will undoubtedly enhance the festival’s profile and appeal. What sets Go Fish apart is not only their ability to secure strategic celebrity partnerships but also their expertise in crafting well-planned media campaigns that elevate our brand, alongside other strategic media partnerships.”

    Actor John Abraham shared: “Go Fish played a pivotal role in getting me on board with the Indian Racing Festival. They were relentless and very convincing. Their strategic approach in aligning me with the festival is truly commendable. I am thrilled to be part of this exciting journey with the Goa Aces team.”

    Ex-Indian cricket captain Sourav Ganguly commented: “The Go Fish team was persistent and persuasive over time, demonstrating how this partnership would benefit everyone involved. Their dedication and strategic vision ultimately convinced me to join the Indian Racing Festival as the owner of the Kolkata Royal Tigers team.”

    Actor Arjun Kapoor stated: “Their straightforward and transparent approach made the decision seamless. I am thrilled to be part of the Indian Racing Festival and can’t wait to see the campaign unfold.”

    In addition to the strategic celebrity partnerships, Go Fish Entertainment is launching a comprehensive media campaign across TV and in-cinemas, ensuring a wide-reaching impact for the Indian Racing Festival.

  • Aditya Roy Kapoor joins Himalaya Family as its official brand ambassador

    Aditya Roy Kapoor joins Himalaya Family as its official brand ambassador

    Mumbai: Himalaya PartySmart, a natural and wellness lifestyle brand, aimed at preventing hangovers, is proud to announce its collaboration with renowned actor Aditya Roy Kapur as its official brand ambassador. This strategic partnership marks a significant milestone for Himalaya PartySmart, reinforcing its commitment to reach a wider set of consumers and promote wellness and responsible social choices.

    At the heart of this collaboration is Himalaya PartySmart, a clinically-tested, herbal supplement designed to prevent hangovers. Its unique blend of natural ingredients which supports the liver and can be consumed before, after or during the session. As a single-dose capsule, PartySmart offers an easy way for adults to enjoy social drinking responsibly while supporting their well-being.

    Aditya Roy Kapur, celebrated for his versatility and charm on screen, embodies the spirit of Himalaya PartySmart perfectly. His widespread appeal among audiences of all ages and demographics makes him a promoter of the brand’s message of enjoying celebrations while taking care of one’s health.

    Speaking on this association, Himalaya Wellness marketing director – beauty & personal care Ragini Hariharan said, “We are thrilled to welcome Aditya Roy Kapur to the Himalaya PartySmart family. His widespread appeal and commitment to wellness perfectly align with our mission to promote responsible and enjoyable celebrations, especially as we establish ourselves as a more holistic lifestyle brand. With Aditya on board, we look forward to inspiring more people to prioritize their health while having a good time.”

    Aditya Roy Kapur shared his excitement about the collaboration, remarking, “I am super excited to be associated with Himalaya PartySmart, a brand that aligns with my belief in balancing enjoyment with wellness. I’m a big believer in living a balanced life, and that includes enjoying my social events and concerts without compromising my well-being. We’re working on some exciting upcoming initiatives and I look forward to contributing to their mission of promoting responsible celebration habits.”

    Fans can expect to see Aditya Roy Kapur featured in a series of upcoming marketing initiatives designed to inspire people to celebrate responsibly.