ITV

Category: Marketing

  • Portronics introduces Mopcop a compact and portable vacuum cleaner

    Portronics introduces Mopcop a compact and portable vacuum cleaner

    Mumbai: India’s most loved gadget brand, Portronics enters the vacuum cleaner market with the launch of its new product, the Mopcop. Designed for those seeking a solution more efficient than a broom but more affordable than a large cleaning appliance, the Mopcop is the perfect alternative. Its compact, cordless design and affordability make cleaning a breeze compared to traditional, wired vacuum cleaners.

    Powerful & Versatile

    The Mopcop’s strong 8000Pa suction power and multiple nozzles ensure deep, effective cleaning of various surfaces including car interiors, carpets, upholstery, and hard floors. It’s not just about getting rid of all the dirt and dust. The Mopcop comes with an eco-friendly HEPA filter that traps dust and allergens, preventing them from circulating and causing health problems for allergy and respiratory sufferers. The filter is washable and reusable, making it eco-friendly and easy to maintain.

    “We are thrilled to introduce our first vacuum cleaner, marking our entry into the home appliance segment. This launch reflects our commitment to providing innovative and reliable solutions that enhance our customers’ everyday lives. With its affordability, this vacuum cleaner stands out as one of the most cost-effective available, making high-quality home appliances accessible to all.” said, Portronics founder & director  Jasmeet Singh.

    Innovative and Convenient

    The Mopcop is designed with user convenience in mind. Its built-in LED Flashlight illuminates even the darkest corners and under furniture, ensuring a spotless clean. The device comes with a powerful, long-lasting, rechargeable battery that provides extended cleaning sessions without the need for frequent recharging.

    Pricing & Availability

    The Portronics Mopcop is available for purchase at an introductory price of just INR 1,399 on the company’s official website, backed by a 12-month warranty. You can also find the product on Amazon.in and Flipkart.com, as well as other leading online and offline stores.

  • Ghodawat Consumer announces Raveena Tandon as brand ambassador for “Star Brand”

    Ghodawat Consumer announces Raveena Tandon as brand ambassador for “Star Brand”

    Mumbai: Ghodawat Consumer, the Rs 1,600 crore FMCG arm of the Sanjay Ghodawat group, officially announces the association of actress Raveena Tandon as the brand ambassador for its “Star Brand” Refined Oil. This significant collaboration will cover all categories, including sunflower, soybean, cottonseed, and rice bran oils.

    The STAR Brand is to unveil its refreshed logo and new packaging for its Atta, Rice, Oil, and Salt products. The updated design features a dark leafy green colour, symbolizing the care of Mother Earth, farmland, high yields, and agricultural vitality, and reflects the brand’s commitment to freshness, sustainability, and environmental responsibility. Strategically designed to influence the decision-making of every household, STAR Brand has launched a smart marketing campaign titled “Barso Ka Bharosa, Ab Nayi Pehchan Ke Saath.” Raveena Tandon, whose appeal resonates with consumers across rural, urban, and semi-urban areas, is the ideal choice to endorse the product. This smart marketing campaign and its impactful tagline highlight the trust and commitment that STAR Brand has built over the years, showcasing its refreshed identity and dedication to superior quality

    Raveena Tandon expressed her gratitude, stating, “As a brand ambassador, I believe in the brand’s commitment to providing premium quality products, and I’m happy to be a part of this campaign. Healthy meals have always been a priority in my household. Now, as a mother myself, I understand the importance of using trusted ingredients for my family’s cooking. I have always given priority to products I can trust, and that’s what Star Brand refined oil is all about.”

    Star Refined Oil is distinguished by its essential qualities, making it a preferred choice among consumers. Enriched with polyunsaturated fatty acids (PUFA), it helps consumers feel light. Fortified with vitamins A, D, and E, it also boosts nutritional value. Ideal for all types of cooking, from deep-frying to sautéing, it offers unmatched versatility in the kitchen. Ghodawat Consumer is excited to launch a new television commercial featuring Raveena Tandon, complemented by promotional photos for various brand activities.

    Ghodawat Consumer Ltd director Salloni Ghodawat said “This partnership represents a significant milestone in the brand’s journey, and we are delighted to welcome Raveena Tandon to the Ghodawat Consumer family. This collaboration underscores a commitment to delivering superior products and deepening connections with customers. Moving forward, there will be a focus on ongoing innovation and expanding the product portfolio to meet the evolving needs of consumers”

  • The Sleep Company’s wake-up call for the mattress industry

    The Sleep Company’s wake-up call for the mattress industry

    Mumbai: In a world where restful sleep is a rarity, The Sleep Company has become a game-changer, revolutionising comfort with its SmartGRID mattresses. Founded in 2019 by IIM-Calcutta alumni Priyanka and Harshil Salot, the company’s journey began with a personal quest to find the perfect mattress—one that would finally provide the restful sleep Priyanka, a young mother, desperately needed. This quest has since grown into a mission to transform sleep culture worldwide.

    The SmartGRID technology at the core of The Sleep Company’s products offers a unique blend of comfort and support, adapting to various body types and sleeping positions. This innovation has propelled the company to the forefront of the sleep industry, establishing it as Asia’s first comfort-tech leader.

    With ambitious plans for global expansion and a focus on customer-centric innovation, The Sleep Company is setting new standards in sleep technology. From launching ergonomic furniture to integrating AI in sleep products, they are on a relentless mission to redefine how the world sleeps, one SmartGRID at a time.

    Indiantelevision caught up with The Sleep Company co-founder Priyanka Salot and talked about the company’s plans, including integrating AI into sleep products, expanding into new markets, and its commitment to sustainability.

    Edited Expert

    On the inspiration behind The Sleep Company’s inception

    The birth of our first child marked a significant turning point in our lives, but it also introduced a struggle with post-partum insomnia that worsened over time. Despite trying various mattresses, none provided the comfort and support I needed as a new mother. Our extensive research revealed that the quality of Indian mattresses was lacking compared to international standards, with foam and memory mattresses prevailing in the market.

    Recognizing that we spend nearly one-third of our lives in bed—about 26 years on average—we realised that the technology behind our mattresses, largely unchanged since the 1960s, needed to evolve. While past advancements mainly focused on cost reduction and online sales, we decided to prioritize addressing consumer needs and enhancing comfort. This led me to travel globally—from the US to Europe and Japan—to consult with experts in sleep science. During this journey, we collaborated with Dr. Tripathi, a former DRDO scientist with extensive experience in material science. Together, after rigorous research and testing, we developed our patented SmartGRID technology. This innovation led to the establishment of The Sleep Company in 2019, with the goal of revolutionizing sleep quality.

    Today, The Sleep Company offers the SmartGRID mattress, a premium product made from a super-stretchy polymer that adapts its softness based on body type, weight, and sleeping position. The technology behind it is based on advanced materials and sleep science, with raw materials carefully sourced from Japan to ensure durability and quality. By challenging traditional norms and focusing on consumer needs, we have set a new benchmark for mattress performance and quality. The Sleep Company represents our commitment to transforming how people experience sleep.

    On The Sleep Company’s SmartGRID technology’s differentiating aspect

    Developed in collaboration with Dr. Tripathi, a former DRDO scientist, our SmartGRID technology distinguishes us from competitors and represents a major breakthrough in sleep technology. As Asia’s first and only comfort-tech solution provider, The Sleep Company has revolutionised the industry. We exclusively produce, manufacture, and hold the patent for the innovative SmartGRID technology used in all our products. Unlike traditional memory foam, latex, or spring mattresses, SmartGRID features a unique grid-shaped hyper-elastic polymer. Certified by the All India Health Association for its orthopedic benefits, our SmartGRID mattresses contribute to a healthier and more productive population by improving sleep quality across India.

    On The Sleep Company staying ahead of industry trends and innovations in sleep technology

    We closely analyse consumer trends and leverage the ‘ROPO’ model—research online, and purchase offline. This insight shows that while consumers often research our products online, they prefer to experience them in our stores before making a purchase. Thus, our COCO stores help to engage our consumers by providing an exceptional customer experience, ensuring seamless delivery, and addressing queries and challenges directly. Innovation is at the core of our approach. We prioritise continuous product development to maintain a leading edge in comfort technology, keeping our offerings both cutting-edge and competitive. Our efforts to educate customers about the superior sleep experience provided by our SmartGRID technology further differentiate us in the market. As the sleep industry evolves, TSC will continue to stand out due to our patented SmartGRID technology, commitment to innovation, expansion of our omnichannel presence, and dedication to delivering exceptional customer experiences tailored to diverse regional needs.

    On The Sleep Company’s plans for expanding its product line or entering new markets

    We intend to incorporate an AI-based sleep tracker into their mattresses and pillows, which will monitor the quality of sleep for its consumers. The tracker’s unique algorithm will analyse each customer’s breathing rate, heart rate, number of hours slept, and other data to produce a sleep score on a regular basis. We will also add other features to these products soon. We are also focused on strengthening our position as a ‘House of Brands’ by expanding our product line and setting new industry standards. Integrating artificial intelligence (AI) into our future products will enable us to further elevate the customer experience and drive innovation. This year, we have also introduced ‘ErgoSmart by the Sleep Company’ for our line of ergonomic chairs for working professionals. Besides, we plan to expand beyond India, beginning with the United Kingdom, where we are investing to identify the right product-market fit. If successful, this will pave the way for further expansion into additional European and North American markets.

    On The Sleep Company approaching sustainability and environmental responsibility in its manufacturing process

    Unlike foam, the hyper-elastic polymer that we use in our products is highly recyclable and reusable. Additionally, we believe in sustainable sourcing of raw materials and building products that have good lifetime value.

    On The Sleep Company’s handling competition in the rapidly growing sleep technology market

    We believe we are continuously disrupting the comfort tech industry with our innovative product developments. Leveraging our patented SmartGRID technology, which offers unique support and comfort and distinguishes us from traditional foam mattresses, keeps us ahead in the market. With a strong R&D team led by experts and ongoing exploration of AI-based products, we constantly innovate to address customer problems and enhance our offerings. Securing patents in India and abroad protects our unique technology from replication, giving us a competitive edge. Additionally, our omnichannel strategy, with a new COCO store opening every 5–6 days, helps us grow rapidly and maintain our market leadership.

    On The Sleep Company planning to leverage digital marketing and e-commerce to increase brand awareness and sales

    We have implemented a multifaceted approach to our marketing strategy. Firstly, we focus heavily on performance marketing, leveraging digital platforms such as YouTube, Meta (Facebook, Instagram, etc.), and regional media, including print advertisements, to optimize reach and engagement. We tailor our media mix for each market, ensuring our messaging resonates effectively. Additionally, we invest significantly in influencer partnerships across bottom, top, and mid-funnel strategies. Currently, approximately 80–85 per cent of our expenditures are on digital platforms, with 20–25 per cent allocated to traditional media.

  • Muscle & Strength India expands its presence in multi-brand supplement market

    Muscle & Strength India expands its presence in multi-brand supplement market

    Mumbai:  After the success of its franchise business of multi brand supplement store, Muscle & Strength India, one of the retailers of fitness supplements & nutritional products has entered exclusive distributorship of renowned international supplement brands in India such as JNX Sport, Ryse Supplements, DY Nutrition, Unmatched Supplements, Universal Nutrition, VMI Sports, DarkLabs, Hawk Labz, Blackstone Labs amongst others. The world-class supplements and nutrition products from these companies have been proven over time due to their trusted quality, innovation and value to help consumers with the widest range of products for health, wellness, fitness & bodybuilding. Besides the domestic market, Muscle & Strength also plans to strengthen its presence in international markets like Nepal, Bhutan, Sri Lanka, Bangladesh and Myanmar soon.

    Muscle & Strength India currently has 25 stores spread across multiple cities in the country and has the widest range with over 1000 fitness supplements and nutrition products from 42 brands. These products are used for athletic performance, fitness and overall wellness. As part of the expansion plan, Muscle & Strength India will also partner with various gyms across the country, while introducing more products soon.

    “At Muscle & Strength India, we believe everyone is deserving of good health, and we are pleased to now offer world class supplements and advanced sports nutrition products to consumers. This next step in our growth is a testament to our hard work over the years, further enriching our diverse product offerings. We take immense pride in our association with these renowned brands and our partnership with them will enable us to fulfill our mission of providing high-quality products to fitness enthusiasts. We hope to see many other partnerships come to fruition in the near future and are also looking forward to the continued introduction of more such products to newer markets. We are excited about the opportunity that lies ahead,” said Muscle and Strength India founder Praveen Chirania.

    “The driving factor of the dietary supplements market is the increasing health consciousness and proactive health mindset amongst the consumers. However, it is important to make the distinction between genuine and fake supplements and hence one should buy them from genuine dealers of reputed brands. In a short span of time, Muscle & Strength India has already made its mark with its authentic and genuine products. Going forward, the company aims to further launch products in various variants, focusing on different health and wellness categories and segments. We now anticipate great business opportunities for growth with this new partnership and making a meaningful difference to improve the quality of life,” added Praveen.

    Founded in 2018 by Praveen Chirania, Muscle & Strength India is a leading brand in the supplements space today endorsed by renowned celebrities and athletes. The company offers a comprehensive range of genuine high-quality fitness supplements and nutritional products across categories such as proteins, vitamins, minerals and herbal supplements etc manufactured by international fitness brands under a single roof.

  • The Body Shop collaborates with Diana Penty

    The Body Shop collaborates with Diana Penty

    Mumbai: The Body Shop brings the strength of the natural world to your skin with its most-loved Edelweiss skincare range. Edelweiss flowers thrive in the harsh conditions of the Swiss Alps, thanks to their natural antioxidant, leontopodic acid, which helps them to protect and repair themselves. In fact, edelweiss extract has 43 per cent more antioxidant power than retinol2. Much like the flower’s power in nature, the Edelweiss skincare range leaves skin looking and feeling stronger, smoother, plumper, fresher and bouncier

    In this new digital film, Diana presents the simple, yet effective Edelweiss-based morning skincare routine. For a fresh-faced, post-lie-, pre-commute, healthy-looking glow in no time follow these steps:

       First up, have a good cleanse with The Body Shop’s Edelweiss Cleansing Concentrate. This will help wash away all that grime, pollution and makeup, so your serum works even more effectively.

       Squeeze 2-3 drops of the Edelweiss Serum Concentrate into your hand and gently massage into cleansed skin every morning (and night too!).

       Give it a few seconds to sink in before slathering on the Edelweiss Smoothing Day Cream to lock in moisture and help protect the skin from pollution.

    The Body Shop Asia South – chief brand of marketing, product, & digital Harmeet Singh commented, “The Body Shop’s edelweiss extract is harvested by a team of passionate experts in the Swiss Alps. These specialist growers responsibly source, manage and organically cultivate the edelweiss flowers, ensuring the highest quality extract is concentrated within the formulation. We are delighted to collaborate with Diana Penty to highlight this fantastic ingredient, the beauty industry’s best-kept secret, with 43% more antioxidant power than retinol!”

    Diana Penty said, “Caring for my skin is an essential part of my daily routine. The Body Shop’s most-loved Edelweiss Skincare range not only helps to protect my skin from pollution but also helps it look and feel stronger and smoother. This collection combines vegan ingredients with effective results, offering a perfect mix of self-care and ethical beauty.”

  • Bebe Burp secures Rs 8 crore in a pre-series A funding round

    Bebe Burp secures Rs 8 crore in a pre-series A funding round

    Mumbai: Bebe Burp, a certified baby food brand from Mighty Steps Pvt Ltd has announced the closure of its latest pre series A funding round, securing Rs 8 crore from the venture capital firm Gruhas Collective Consumer Fund (GCCF). This fund was launched by Gruhas in collaboration with Collective Artists Network earlier this year. This substantial capital infusion marks a pivotal milestone for Bebe Burp, setting the stage to propel the brand to new heights in the baby food industry and reinforcing its commitment to quality, safety, and nutrition.

    Mothers struggle to find consistent, healthy, and tasty baby food options that have home-made quality. Store-bought porridges often contain harmful chemicals and preservatives. Recognising the lack of safe and healthy baby food options in the market, parents Shruti Tibrewal and Bharat Tibrewal, along with Chirag Gupta founded Bebe Burp in 2018 with a vision to introduce nutritious alternatives that provide easy, healthy solutions for kids, making healthy eating a reality from birth. Utilising grandma’s secret recipes, developed by expert nutritionists and chefs, the company prepares instant mixes, cookies, and snacks like multi-flavoured porridge mixes, 100 per cent millet puffs, ragi cookies, organic jaggery powder, and more. These products harness the goodness of natural, high-quality ingredients sustainably sourced to provide optimal nourishment for children during their crucial growth stages. Bebe Burp has successfully delivered smiles to over 1,50,000 mothers and counting, enhancing the well-being of children and setting a new standard in the baby food industry.

    Bebe Burp followed its principle of ‘GIVES’, which stands for growth, involvement, visibility, efficiency, and stability to acquire this funding. The brand will utilise 60 per cent of the fund for growth, 20 per cent for operations, 10 per cent for product development, and the remainder for team building for a coherent production. The fund will be channelled into diverse aspects of the business like expansive market growth, advanced product development, targeted marketing campaigns, strategic hiring and talent acquisition, groundbreaking innovation and R&D, and seamless technology integration.

    It plans to allocate more resources to regions with higher market potential and strong competition to solidify its entry into the market. For a better ROI, Bebe Burp’s focal point will be scalable

    marketing channels and expansion strategies to widen the reach across potential markets. The funding will also aid in technological innovation in the baby food sector in the form of improved packaging, tracking, and faster delivery methods, proving beneficial for both consumers and the business.

    The baby food market is witnessing growth undercurrents with organic and natural product trends ensuing in the industry. Due to betterment in the standard of living with hyper-awareness regarding nutrition and a growing inclination towards organic foods, the next five years look healthy for the industry. It is estimated that by 2027, the industry will reach around $109 billion, growing at a CAGR of 6.1 per cent from 2021 to 2027. As for the Indian baby food market, it was valued at around USD 6.5 billion in 2023. During the forecast period between 2024-30, the market is estimated to grow at a CAGR of about 14%. Bebe Burp can capitalise on these trends due to its high-quality and organic baby food, and thereby, establish a dominant position in the market.

    Bebe Burp’s five-year growth strategy is ambitious and comprehensive, focusing on increasing brand awareness through robust digital marketing campaigns, strategic influencer partnerships, and active engagement with parenting communities. With a primary focus on tier-one and tier-two cities in India, specifically targeting millennials and working parents, the company plans to achieve substantial e-commerce growth and strong quick commerce penetration, establishing a formidable market presence. Besides, Bebe Burp is poised to enter major international markets such as the Middle East, Europe, and Southeast Asia, thereby extending its global footprint. Retail expansion is a key priority, with a target to establish a presence in over one lakh retail stores across India, complemented by significant R&D investments aimed at continuously developing cutting-edge products.

    Bebe Burp co-founder Shruti Tibrewal said, “We’re thrilled with the recent round of investments because it will significantly accelerate the growth of Bebe Burp. Being a mother, I have always found it difficult to find organic and healthy alternatives to the products already existing in the market. I wanted to bridge that gap by creating a brand like Bebe Burp. It’s been my vision to make healthy food alternatives accessible to mothers across the globe and, at the same time, inspire and promote the idea of women leading businesses. I consider this show of faith by our investors a win for my vision, and I will continue in my efforts to establish Bebe Burp as a major player in the baby food industry.”

    Bebe Burp co-founder Bharat Tibrewal said, “As a serial entrepreneur, I’ve always focused on creating innovative business ideas and understanding the market’s needs. Bebe Burp’s products have been created using traditional Grandma’s recipes, and the ingredients used are completely organic. It’s the need of the hour to shift focus towards healthier products without chemical combinations that help in infants’ overall development without causing side effects.”

    Bebe Burp co-founder Chirag Gupta said, “Our focus will be to expand into new domestic and international markets through the recently acquired funds. To increase brand awareness and visibility, we will employ diversified strategies ranging from influencer partnerships to creative campaigns. Bebe Burp has a vision in place to penetrate e-commerce and quick commerce to fortify its presence in the market while investing in R&D to improve innovation. This funding will pioneer our position as a leading Indian brand in the global baby food market, potentially attracting more international investment and interest.”

    Gruhas Collective Consumer Fund (GCCF) general partner and Gruhas co-founder Abhijeet Pai said, “We are excited to announce our investment in Bebe Burp, a startup whose natural, millet-based products are redefining the baby food industry. Bebe Burp combines traditional Indian recipes with modern quality standards to provide essential baby feeding options that are both convenient and nutritious. Founded by parents who deeply understand the importance of a healthy diet from their own experiences, Bebe Burp is set to lead the way in offering wholesome choices for infants and toddlers.”

    “With India’s young population and a growing global interest in healthy, natural foods, we believe Bebe Burp is uniquely positioned to make a significant impact on the infant food market worldwide. We are optimistic about Bebe Burp’s ability to enhance the well-being of countless children and proudly represent Indian innovation on the global stage.” Pai said.

    Collective Artists Network founder and group CEO Vijay Subramania commented, “At GCCF, we are deeply committed to fostering innovation and supporting visionary entrepreneurs like those at Bebe Burp. This funding round not only underscores the remarkable potential of Bebe Burp in the baby food market but also aligns with our mission to back ventures that bring significant value and positive impact to consumers. We are excited to see Bebe Burp’s journey unfold and are confident that their dedication to quality and nutrition will set new benchmarks in the industry.”

  • The rise of the “experience economy”: How beverage brands are creating unique customer experiences

    The rise of the “experience economy”: How beverage brands are creating unique customer experiences

    With the outbreak of what is known as the “experience economy” that focuses on experiences and engagements, beverage companies are creatively redefining between themselves and their customers. These companies are no longer satisfied with just producing a good that is well made; they proceed to create a memorable experience that a consumer can relate to on the emotional and social level.

    The emergence of experiential marketing

    That is why the concept of experiential marketing, which relies on direct and live communication between consumers and producers, is considered to be the keystone by which the beverage industry can develop. This goes beyond just placing an advert; the goal here is to engage the emotions of the audience in this case the customers. One can notice that the beverage sector is interest-related and has a rather deep cultural and social background, which will allow embracing this trend.

    Crafting memorable in-store experiences

    In-store promos form one of the most important channels through which beverage firms interact with consumers. The comfort and friendliness of retail areas, which are sweeping the globe, have become an important tactic among such strategies. What is more, these establishments personalize services and organize unique store designs, as well as focus on events that benefit the community, all of which add value to the brand as they are not just serving a drink.

    Immersive brand activations

    Another example of how companies engage an audience is through pop-up bars and other fully realized brand experiences. Brands have started with various tasting sessions of the products and production tours to the various production facilities. Such experiences enable the consumers to interact with the production process and the narrative of a brand first-hand, which creates trust.

    Based on the above analysis, the future of beverage experiences can be discussed in the following areas:

    It will be interesting to note how the experience economy will further develop but clearly, new strategies which integrate will be looked at by beverage companies. Effects such as virtual reality (VR) experiences, and AI-driven personalisation measures, and innovations such as interactive packaging are some of the trends that could shape the future consumer experiences with beverages.

    It is therefore evident that the adoption and advancement of the experience economy are conditioning beverage firms’ approaches and improving customer touch-points. It is proving that through establishing experiences that are easily memorable and that exist beyond the product, such companies realise deeper, more passionate connections whilst building more fan-centric associations. Thus, with the development of new technologies and growing consumer demands, the options are only vast for new and exciting experiences in the consumption of beverage products.

    The article has been written by Chai Sutta Bar co-founder Anand Nayak.

  • Regency Ceramics unveils new brand identity

    Regency Ceramics unveils new brand identity

    Mumbai: Regency Ceramics a ceramic manufacturing company has announced the implementation of its new corporate identity in its physical assets such as products, dealerships, and other customer touchpoints. In a strategic rebranding initiative, the company is ensuring unison in communication and imagery across all the company’s touchpoints such as customer interface and dealer branding. The new Regency logo is inspired by the groove-like marks left behind by the trowel on the adhesive layer during the laying of a tile. The logo is inspired by Pantone’s Color of the Year 2023 – Viva Magenta. The shade is rooted in nature descending from the red family and expressive of a new signal of strength.

    The company’s core values – Design, Innovation, Imagination and Sustainability will drive its commitment to providing customers with quality products. Aligned with the vision of a new evolving India, Regency Ceramics has taken an approach to business that acknowledges a new renaissance in art, design and style. The rebranding signifies a transformation that emphasizes the strong revival of the brand after a decade of hiatus in operations. In line with the company’s vision, the renewed brand identity is inspired by Nature, Art, Movement, and global design expressions, all reflected in Regency’s ‘Natural Tiles’. With design, femininity, and the end consumer at the core, the brand is deeply committed to involving women in tile-buying decisions, emphasizing design, colours, and nature as key appeals. The natural tiles are derived from materials like clay, talc, sand, feldspar, dolomite, calcite and water making the brand user-friendly. Products such as antimicrobial tiles and cool roof tiles are driven by innovation and technology. The brand’s imagery draws inspiration from the Renaissance paintings reflected across the brand’s collaterals and marketing assets.

    “We recognize that a strong corporate brand is crucial for success in today’s competitive business environment. The new brand architecture is a representation of our commitment to corporate excellence, setting the stage for enhanced trust and recognition among our stakeholders. All customer touchpoints shall be ready with the new brand Identity in time for the launch of Regency’s new range of products.” said Regency Ceramics managing director Satyendra Prasad Narala.

    Regency’s modern manufacturing facility, located in Yanam, will have state-of-the-art equipment to ensure that the tiles meet benchmark standards for quality, reliability, and design in line with the company’s vision. The company’s strength lies in its strong focus on innovation. Regency was the first to introduce 400mm x 400mm and 600mm x 600mm rectified tiles to the Indian market. The company has been a supplier for prestigious government projects, including those for Indian Railways, MES, NITs, and IITs. Additionally, it has established an industrial presence with major corporations such as Reliance Industries, Taj, ITC, and PepsiCo. This commitment to delivering innovative products year after year has made Regency one of the most sought-after brands. The company’s expansion into the states of Telangana, Andhra Pradesh, Odisha, Tamil Nadu, Pondicherry, Karnataka, and Kerala aligns with its commitment to sustainability. In this effort, the company is also experimenting with water-based inks, which eliminate the use of organic solvents, thereby reducing the inks’ carbon footprint and toxicity levels.

    Regency’s product portfolio includes Glazed Vitrified Tiles, Polished Vitrified Tiles, Wall Tiles, Parking Tiles, and specialized tiles for hospitals and clinics.

  • The role of creative content in performance marketing success

    The role of creative content in performance marketing success

    Mumbai: In the ever-changing sphere of marketing, it’s safe to say that performance marketing has been making headlines in driving brands. Going beyond conventional strategies, performance marketing capitalises on driving conversion, increasing sales, and maximising ROI. In tandem with the present dynamics of marketing, it catalyses on producing tangible and measurable results, marking a significant transition towards action-oriented growth and success.

    However, since performance marketing is a more quantitative marketing tactic, it does not take into account the creative content aspects that can be leveraged to boost customer engagement and brand awareness. Creativity is instrumental in creating marketing experiences as it serves as the parameter for distinction and innovation. This unique attribute positions creativity as an indispensable tool when it comes to determining the success of performance marketing strategies.

    While it’s clear that creativity has the potential to drive performance marketing success, marketers often struggle with executing this idea to perfection. At some point, every marketer comes across the phrase “Content is King”, producing the ultimate solution – Creative Content. Although it is a simple strategy that uses content to reach the target audience, the synergy between creative content and performance marketing wields the power to generate greater leads at a minimal cost.  

    As a result, this dynamic integration becomes a strategic imperative for creating, executing, and measuring the success of marketing endeavours.

    Expressive creativity drives performance

    The success of performance marketing strategies is contingent upon the quality of creativity that isn’t limited to visual aesthetics. This essentially means that creativity in the domain of performance marketing is typically thought to be associated with visual aspects; the reality however is that it extends beyond visual elements. With creative content, marketers can craft compelling ad copies or write impactful landing pages that bolster engagement. As a result, the power of interactive and expressive content can significantly boost click-through rates, lower bounce rates, and promote authentic relations with potential visitors.

    Capturing attention for conversion

    Within a crowded digital landscape, marketers find it challenging to capture the attention of the audience, especially when striving for conversions. This becomes a massive obstacle, primarily because conversions are essential for performance marketing success. Creative content once again emerges to the forefront as it engages users making them responsive towards the marketing message. From a catchy headline to a compelling script, creative content ensures the visibility of your marketing materials, guiding users directly towards the decision making process, thereby substantially driving conversion.

    Embedding data-driven creative content

    Content that has long been an art dedicated towards the skillful use of words, language, and tonality has undergone a poignant shift in the aftermath of technological advancements. Following the advent of data-backed marketing strategies, the world of content witnessed the infusion of SEO and data analysis. With SEO-friendly creative content performance marketers have been able to achieve high levels of success in terms of organic reach and rankings. At the same time, data analysis of creative content has enabled performance marketers to analyse the performance of each piece of content, thereby helping them understand what sort of content lands perfectly with the target audience.

    Final Thoughts

    The harmonious synergy between creative content and performance marketing isn’t just a marketing tactic; it’s a quantitative and qualitative skill. With an emphasis on understanding the target audience, crafting engaging narratives, and content optimisation and segmentation, this dynamic integration creates a holistic marketing strategy designed to boost tangible results. As the digital world continues to evolve, this integrated model will become paramount for achieving marketing success.

    The article is attributed to Adbuffs lead creative strategist Talia Praveen.

  • Adani Wilmar launches new Ilish pack for Bengali tables

    Adani Wilmar launches new Ilish pack for Bengali tables

    Mumbai: The Hilsa/Ilish season is upon us, and the kitchens of Bengal are bringing out their best recipes for the king amongst fishes. Be it the steamed bhaapa Ilish or the yogurt-based doi Ilish, nothing complements the Hilsa more than the pungent fragrance of mustard oil. Fortune Kachi Ghani Mustard Oil has announced the launch of a special edition packaging designed to celebrate this iconic culinary event. Available exclusively in West Bengal and Tripura, this unique packaging highlights the rich tradition and cultural significance of the Hilsa fish.

    The limited-edition pack features a striking design inspired by nineteenth-century Kalighat potchitro art, offering a visual tribute to the region’s artistic heritage. This initiative is complemented by a comprehensive promotional campaign that includes a television commercial, local cooking competitions, and various consumer engagement activities. To signify the artistic legacy of the region, the brand has decorated trams, which are traditional modes of transport in West Bengal with innovative paintings that showcase various traditions and practices associated with Hilsa. Kalighat art has been incorporated into these paintings to ensure they resonate with the local population. Additionally, these artistic trams serve to promote cultural pride and raise awareness about the rich culinary legacy of Hilsa in West Bengal.

    To connect with the audience on a deeper level, a series of user-generated content (UGC) focusing on Bengali art and culture has been posted. A variety of point-of-sale materials (POSM) are also on display in stores to attract consumers. Radio promotions have helped to further amplify the campaign to reach a wider audience.

    Senior vice-president of sales & marketing Mukesh Mishra commented on the launch, “We are excited to introduce our special Ilish pack during a season that holds immense cultural value for the people of West Bengal and Tripura. By incorporating the Kalighat-inspired design into our packaging, we aim to celebrate not only the Hilsa season but also the rich cultural traditions of the region. This initiative reflects our commitment to enhancing regional connections and resonating deeply with our consumers’ culinary traditions.”

    For outdoor promotions, Adani Wilmar has been engaging in various compelling activities like fish market branding, installation of giant pack cut-outs, branding AC buses and metro branding, and restaurant branding. Outdoor hoardings and digital screens (OOH) were used to promote the new pack further. Competitions were hosted as part of society and fish market activations, with winners being invited to a mega finale event in August. Participants showcased their culinary skills by cooking delectable Ilish recipes, and the final winners will be celebrated by some of the region’s prominent chefs.

    The special Ilish pack by Fortune Kachi Ghani Mustard Oil (KGMO) will be available for a limited time only during the months of July and August.