Category: Marketing

Why athletes & celebrities are ditching regular water for black Alkaline water

Mumbai: In the world of health and wellness, staying hydrated is paramount, and celebrities are leading the charge with a new trend: black alkaline water. Known for its distinctive colour and unique health benefits, black alkaline water is quickly becoming a staple among top celebrities, including Anil Кароог, Varun Dhawan, Badshah, Malaika Arora, Sara Ali Khan, Kajal Aggarwal, Karan Johar, Trent Boult, Rachin Ravindra, Arshdeep Singh.

Anil Kapoor during his recent movies’ promotion was spotted with spoke Black Alkaline Water, he said “My fitness, my passion, my quest for more. Black alkaline water from the fighter in me to the fighter in you, trust me it works.”

Trent Boult, New Zealand’s International cricketer was spotted with Black Alkaline Water and when asked what was in his hand, he said “It’s Black Alkaline Water, in hot weather like this, you need to stay hydrated.”

Karan Johar, on being asked ‘Do you drink black water?’ He replied- “Sab peete hai mai bhi peeta hu. Healthy hai peena zaruri hai.”

Ranvijay Singha said “I moved to black alkaline water some time back and I’ve been extremely happy with it as it is multifunctional and more than just water. Its pH is more than eight which reduces the acid built-up in the body and the minerals flush out the toxins and detoxify the body. Never thought even water can be black in colour.”

Celebrity Nutritionist Pooja Makhija said “Staying healthy, staying hydrated with boosted immunity is quite the need of the hour. India’s first black alkaline water has 70 essential minerals which are derived from the core of the Earth and all these minerals have high potency, help you detoxify, reduce acidity and stay hydrated for longer duration.”

Celebrity Nutritionist Yasmin Karachiwala said, “As Evocus is loaded with minerals and high alkalinity, it continuously flushes out toxins from our body and provides detoxification. I started using it 30 days ago and I surely see a difference.”

This surge in popularity is not just a fleeting fad. Black alkaline water stands out in the crowded beverage market with clinical research backing its benefits. Studies have shown that black alkaline water can enhance hydration and reduce exercise-induced fatigue, it maintains the body’s gut health, and detoxification, making it a perfect fit for the active lifestyles of celebrities.

The appeal of black alkaline water among celebrities can be attributed to its functional benefits beyond simple hydration. As the demand for functional beverages grows, more individuals are seeking drinks that offer additional health advantages. Black alkaline water fits this demand perfectly, offering a unique composition that supports overall well-being.

In an era where health and fitness are paramount, the rise of functional beverages is undeniable. Black alkaline water’s unique properties, including its enhanced hydration capabilities and ability to combat fatigue, make it an attractive choice for those committed to maintaining peak physical condition.

July 25, 2024
Libas kicks off its annual flagship ‘Purple Days’ sale

Mumbai: Libas, a fast fashion omnichannel ethnic wear brand, has announced the return of its flagship sale – the Purple Days sale. Scheduled to run from 27 July to 4 August, this highly anticipated sale promises to deliver an exceptional shopping experience with exclusive offers and promotions. Designed to cater to the diverse tastes and preferences of Libas’ valued customers, this sale is an unmissable shopping extravaganza.

In a bid to offer a captivating user experience, the brand announced the sale through their official social media, featuring an interactive CGI campaign. Set against the backdrop of Qutub Minar, the video showcases a blimp flying through the sky, displaying a banner that announces the upcoming sale.

Libas has earned a stellar reputation for its trendsetting ethnic wear across their omni channel offerings. This year too, the Purple Days sale will be a shoppers paradise for fashion enthusiasts. Customers can look forward to unparalleled discounts, with the primary promotional offer being “Up to 70 per cent off + extra 15 per cent off*”. In addition, a range of enticing checkout and cart-level offers will be available, including “Buy four at 2199”, “five per cent off on 1499”, “10 per cent off on 1999”, and “15 per cent off on 2499”.

To further enhance the shopping experience, Libas has strategically partnered with influencers and brand ambassadors to amplify the reach and impact of The Purple Days sale. These influencers will share exclusive insights, providing customers with style inspiration and highlighting must-have items from the sale.

Moreover, Libas is delighted to announce special offline store activations throughout the sale period. Customers visiting the brand’s physical stores can expect an array of delightful surprises, including complimentary goodies from Wingreens World for purchases exceeding a specific value. These activations are aimed at creating a memorable and engaging shopping experience for the in-store customers.

Commenting on this year’s sale, Libas founder and CEO Sidhant Keshwani said, “We are incredibly excited for this year’s Purple Days Sale, which promises to be our most remarkable event yet. What sets this year’s sale apart is our comprehensive omnichannel approach, designed to ensure maximum consumer engagement both online and in stores. Our customers can enjoy the same exceptional discounts and offers, whether they choose to shop from the comfort of their homes or visit our physical locations. This seamless integration reflects our commitment to providing an unparalleled shopping experience, and we look forward to delighting our customers with the best of Libas.”

Libas remains committed to offering high-quality, stylish, and affordable fashion to its customers. The Purple Days sale is a testament to this commitment, providing an opportunity for shoppers to indulge in their favorite fashion pieces at unbeatable prices.

July 25, 2024
Babil Khan unveils Philipp Plein watches exclusive collection

Mumbai: Just Watches by Timex group, a one stop luxury watch destination recently saw the launch of the international watch brand Philipp Plein by noted actor Babil Khan. The launch of the new store at the prestigious Phoenix Mall of Asia Bangalore is a strategic step by Just watches to deepen its foothold in the retail space. The grand opening of this one stop luxury watches store was done by the young actor Babil Khan who unveiled the Philipp Plein exclusive range at the store. Just watches, the trusted home for luxury watches is known for showcasing its commitment to offering a curated selection of luxury and fashion watches to its esteemed customers across markets.

Spanning an expansive 569 sq ft, the new Just Watches store will be a destination for luxury watch enthusiasts. Along with Philipp Plein, a brand known for its bold, and extravagant designs that exude maximalist luxury, the store will also feature an impressive portfolio of renowned watch brands such as Versace, Guess, Gc, Plein Sport and Daniel Wellington, catering to a diverse range of tastes and preferences.

Expressing his enthusiasm Timex Group India MD Deepak Chhabra said, ” This launch of Phillipp Plein at one of the prime retail destinations of Bangalore is a great opportunity to give consumers an experience of luxury! Just Watches store in Bangalore offers an array of international brands and now houses the range of Phillipp Plein watches that boast of intricate details and edgy designs, creating a distinctive appeal. We look forward to maximizing our consumer base in the city and elevating the consumer shopping experience with the new addition of craftsmanship and design.”

“I am thrilled to launch the newest collection of Philipp Plein watches at Just Watches store in Bangalore”, said actor Babil Khan. “These watches are not just timepieces; they are a statement of style & luxury. I am excited about the Philipp Plein collection, which exudes luxury with its bold and edgy designs. I am sure the store will be a fantastic destination for all watch lovers.”

The opening of this new outlet is a significant milestone in the journey of Timex Group India Limited with a mission to become India’s ultimate destination for premium timepieces. Each new store strengthens their commitment to offering accessible and diverse watch options.

July 25, 2024
MICA and WebEngage introduces new course ‘Tech Tonic’

Mumbai: With brands shifting their focus to retaining existing customers instead of acquiring new ones, retention marketing and consumer tech has climbed up the priority list for marketers and media managers. Taking the digital leap, MICA Ahmedabad has introduced a course titled ‘Tech Tonic – Consumer Tech and Campaign Management’ that will equip students with key principles of Consumer Technology, Retention Marketing, and Campaign Management.

To design and deliver this course, MICA’s Media Entertainment and Sports Management Specialisation (MESM) Area has partnered with WebEngage, a leading MarTech platform and Retention Consultancy suite that simplifies user engagement at scale. Industry veterans will lead the eight-session intensive program which aims to bridge the gap between traditional marketing theory and the practical application of data analytics in today’s competitive consumer tech landscape.

Speaking of the collaboration, MICA Dean Prof. Githa Heggde, said, “Today, data and technology is redefining consumer journeys and experiences. Hence, gaining a deeper understanding of the technologies that are reshaping and reconfiguring consumption experiences, costs and availability of data, analytics and business intelligence in media business becomes imperative. This collaboration with WebEngage acknowledges the growing need for academic programs that reflect the data-driven nature of modern marketing and will equip MESM area students with skills to tackle critical issues.”

Spanning over five weeks, this course will help students delve into challenges faced by massive media platforms in India’s highly competitive market. They will gain deep insights exploring how such platforms analyse customer data, tackle user engagement, communicate effectively across channels, and ultimately acquire users and retain them in this dynamic environment.

Delving into the course structure, MICA Prof. Santosh Patra and Prof. Anirudh Kalia, from the MESM area said, “Media, both as a vehicle and as businesses, have pivoted sharply from B2B to D2C under the waves of technology. This change makes it imperative for our media, entertainment and sports management specialisation students to learn data in all its nuances, building and managing consumer journeys and tools for engagement and retention. TechTonic – Consumer Tech & Campaign Mgmt is one such course that will equip them with both understanding and tools needed to navigate this better.”

“The course curriculum will expose students with in-depth key marketing principles like data-driven campaign planning, customer segmentation, personalisation and hyper-personalisation and retail media measurement”, they added.

WebEngage chief growth officer Ankur Gattani said, “This initiative aligns perfectly with WebEngage’s commitment to nurturing future-ready marketing, user engagement and retention professionals. There’s a great demand for talent in this space and I’m excited that MICA is giving the students a head-start into this subject – blending practical knowledge with their academic rigour.”

The course will have experts including Omnicom Media Group chief media officer Rabe T Iyer, Ankur Gattani, and Omnicom Media Group chief growth officer Anand Chakravarthy share their insights with our students.

July 25, 2024
Parle tops charts as the most chosen in-home FMCG brand for 12th year in a row: Kantar Brand Footprint India 2024 report

Mumbai: Kantar has released the twelfth edition of its annual Brand Footprint India report. The report ranks the most chosen (in-home & out-of-home) FMCG brands based on consumer reach points (CRP’s). CRP considers the actual purchase made by consumers and the frequency at which these purchases are made in a calendar year.

Key findings: In-home segment:

1. With a CRP score of 7980 million, Parle holds the top spot for a record twelfth year in a row, followed by Britannia, Amul, Clinic Plus and Tata Consumer Products.

2. Consumer reach points (CRP’s) continue to grow, however is slightly lower than last year. Overall, CRP’s have increased almost 33 per cent in the last five years.

3. All sectors have seen a CRP growth slow down, except dairy:

4. Brands chosen more often have greater probability of growing in CRP:

5. Haldiram’s and Balaji are the only two brands in the 2024 top 25 in-home brand list to grow by more than 30 per cent in CRPs in 2023.

6. Sunfeast leads the way in biggest penetration gains in 2023 at 6.4. The following brands make it to the top 10 list:

7. Seven brands in the top 25 in-home rankings show more than 20 per cent penetration increase in the last decade. Britannia leads the way, followed by Surf Excel, Sunfeast, Haldiram’s, Patanjali, Brooke Bond and Vim.

Key findings: Out of home segment:

1. Britannia leads the way in the second edition of OOH brand rankings with 628Mn CRP’s. It is followed by Haldiram’s, Cadbury, Balaji and Parle. The top five rankings are all snacking brands and remain the same as 2023.

2. The five most chosen OOH beverage brands in India are Thums Up, Frooti, Amul, Maaza, & Bisleri.

Speaking about this year’s report and rankings, Kantar MD – South Asia, worldpanel division, K. Ramakrishnan said, “Consumer choice is very reliable strength test for a brand across market conditions and Brand Footprint has been a widely acclaimed ranking system to measure this for over a decade now. As we see over the years, consumers are making increasing trips for purchase and that adds their options and in-turn, their choice. This is reflected in the constant increase in CRP’s. We also introduced an out of home rankings last year as OOH consumption is on the rise and has different choice triggers.”

July 25, 2024
Navigating the digital landscape: Marketing insights for fintech startups

Mumbai: India’s fintech industry is seeing a significant change, driven by advanced technological breakthroughs, forward-thinking government legislation, and changing customer tastes. The dynamic nature of this environment is transforming the accessibility, delivery, and overall experience of financial services across the entire nation. India’s adoption rate of 87 per cent above the global average of 64 per cent, establishing it as a prominent fintech powerhouse.

The Industry’s Total Addressable Market is estimated to be $1.3 Tn by 2025 and Assets Under Management and Revenue is estimated to be $1 Tn and $200 Bn by 2030, respectively. The government has also played a crucial role through initiatives like Pradhan Mantri Jan DhanYojana, Aadhar, and Unified Payments Interface, which have improved financial inclusion and digital payments. Fintech funding has also grown significantly, with Indian fintech startups raising $5.65 Bn in 2022.

This fast-moving scenario in India’s Fintech is inviting many new market entrants, while the older players are integrating digital technologies for a wider audience outreach. Today’s Fintech landscape is characterised by a tech-savvy consumer base that demands seamless, personalised, and secure financial solutions.

In such a scenario, it is significant for Fintech companies to implement strong digital marketing strategies, which will enable them to reach millions of people cost-effectively. By utilising in-depth consumer insights, Fintech brands can create highly targeted and personalised campaigns that resonate with their audience. From mobile-first initiatives to engaging social media content, multiple digital strategies in Fintech companies are meeting their consumers where they are building trust and driving conversions.

Channeling the Power of Content and SEO

Content marketing is emerging as a cornerstone of Fintech digital marketing strategies. By creating valuable, informative, and educational content, Fintech companies are positioning themselves as thought leaders. Complementing this content-driven approach, Fintech firms are prioritising search engine optimisation (SEO) to enhance their online visibility and reach. Through keyword research, content optimisation, and technical website improvements, many Fintech companies are attracting organic traffic and staying ahead of the competition in the digital landscape.

Using Emerging Technologies

As the Fintech industry is at the forefront of technological innovation, it is also now getting reflected in the digital marketing strategies implemented by leading players. From artificial intelligence and machine learning to augmented reality and video content, fintech companies are embracing the latest digital tools to deliver personalised, engaging, and impactful experiences.

Using emerging technologies, Fintech brands can streamline their marketing efforts, optimise campaign performance, and provide their customers with cutting-edge financial solutions. Emerging technologies can be and should be implemented in digital marketing too, where hyper-personalization, consumer behaviour, their likes and dislikes, spending habits can be used to create specific target segmentation. Reaching out to the right kind of audience can lead to lead to better conversions and lead generation in a shorter period of time.

Implementing data analytics in an optimum way

Data analytics is vital for shaping successful social media campaigns in Fintech, by providing insights into engagement rates, click-through rates, and conversion rates. These metrics help marketers understand what content performs best, optimise posting schedules, and identify the most responsive audience segments. Data also aids in tracking brand reputation, allowing marketers to quickly address negative feedback. By utilising these insights, marketers can create highly targeted, effective campaigns that drive results, turning social media strategy from guesswork into a precise, evidence-based approach. Thus, companies should use maximum data, in the most effective way and without impacting consumer data breaches to create the most effective Fintech-led brand campaigns.

With the rapid evolution of India’s fintech industry, digital marketing has become essential for effectively reaching and interacting with specific target audiences. The fintech revolution in India showcases the profound impact of technology, creativity, and forward-thinking policymaking. Fintech companies are poised to revolutionise the way Indians access, manage, and engage with financial services by smoothly incorporating digital solutions into the financial ecosystem. The progress of the digital environment will have a significant impact on the future of India’s financial system, with the collaboration between fintech and digital marketing playing a crucial role. Through consistent backing from the government and the creative thinking of fintech pioneers, there is limitless opportunity for more change, leading to a financial future that is more inclusive, efficient, and empowering for everyone.

This article has been authored by DigiXpressions Media co-founder and CEO Mohd Saqib Khan

July 25, 2024
Shubman Gill & Preity G Zinta are set to revolutionize the Indian fitness market with DRIVE FITT

Mumbai: DRIVE FITT, a groundbreaking 24/7, member-based, world-class gym facility seamlessly integrating the world of cricket and fitness launches in India. Co-founded by Preity G Zinta, cricket star Shubman Gill, and Australian businessmen Mark Sellar and Deke Smith, DRIVE FITT uniquely blends state-of-the-art cricket training facilities involving high-tech bowling machines in the nets, yoga studios, comprehensive strength, conditioning, and cardio training with gym amenities and plans to open its flagship facility later this year.

Through its mission to ignite a passion for health and fitness through the love of cricket, the brand strives to offer the finest facilities for everyone passionate about fitness, health, and cricket. This innovative approach ensures that DRIVE FITT caters to everyone—from aspiring cricketers seeking professional training to fitness enthusiasts looking for a comprehensive workout experience using the world’s best sporting and cricketing technology and equipment. Members can enjoy these premium services for just a small weekly fee.

The aim is to expand its franchise business to 300 locations across India within the next three years. This rapid expansion is designed to make top-tier fitness and cricket training accessible to a broader audience, fostering a healthier and more active nation.

Speaking about the launch, renowned actress DRIVE FITT co-founder Preity G Zinta said, “I am excited to bring DRIVE FITT to India as it represents a unique fusion of fitness and cricket, two passions that resonate deeply with me and a lot of people in India. Our mission is to create an inclusive environment where people of all ages and fitness levels can come together to train, have fun, and stay healthy. I’m excited to bring this innovative concept to India and can’t wait to see how it transforms lives.”

Talking about his entrepreneurial venture, prominent and well-known cricketer DRIVE FITT co-founder Shubman Gill commented, “The seed of DRIVE FITT was my experience of a lack of accessible, quality training facilities. Growing up, this meant hours wasted in commuting between home, the pitch and the gym. DRIVE FITT will change this with a unique space that integrates world-class gym and fitness facilities with cricket-infused training. We understand the vital link between physical and mental well-being, and our goal is to help individuals, both aspiring cricketers and fitness enthusiasts, excel both on the field and in life. DRIVE FITT is more than just a gym; it’s a community to empower every Indian with the key to achieve their fitness and wellness goals.”

Talking about the launch, DRIVE FITT CEO & co-founder Deke Smith said, “With DRIVE FITT, we’re thrilled to bring a unique blend of cricket and fitness to India. With India’s fitness industry growing at an impressive 25-30 per cent year-on-year and cricket participation surging, DRIVE FITT offers a comprehensive solution for all fitness and cricket enthusiasts of every age. Our goal is to inspire a passion for health and wellness through the excitement of cricket, providing world-class facilities and training methods designed by cricketing experts.”

DRIVE FITT chairman & co-founder Mark Sellar shared, “DRIVE FITT represents a groundbreaking fusion of sport and fitness, tailored for everyone. It’s a place where people can train for cricket, have fun, and get fit and healthy any day of the year. With our state-of-the-art facilities and cricket training programs developed by Shubman Gill and Australian cricketers Chris Lynn and Ryan Harris, we aim to empower individuals to achieve their fitness goals while enjoying the spirit of cricket.”

Understanding the diverse schedules and demands of its members, DRIVE FITT facilities will operate 24/7. This ensures that individuals can access top-notch fitness resources and training programs at any time, promoting a flexible and convenient workout environment. Additionally, it also provides personal training, cricket coaching, group classes, and yoga, all utilizing cricket-infused training methods developed by renowned cricketers Chris Lynn, and Ryan Harris known for the powerful hitting in T20 leagues and the latter Australian cricketer known for his fast bowling and remarkable resilience.

July 25, 2024
Panasonic’s authorized Direct-to-Consumer platform witnesses 160 per cent surge in visitors since launch

Mumbai: Panasonic Life Solutions India achieved a milestone as its authorised Direct-to-Consumer (D2C) platform becomes one of the fastest-growing in consumer electronics and appliances sector in India. Since its launch in September 2022, the platform has experienced remarkable growth, with online visitors surging by 160 per cent, surpassing 4 million visitors in the past year alone. With the current season’s high demand, the platform has recorded four-fold growth over last year, quarter on quarter.

“The rapid expansion of our authorized D2C platform demonstrates customers trust in the brand, Panasonic’s strong commitment to embracing digital transformation, while significantly enhancing and personalizing customer experiences,” said Panasonic Life Solutions India business chief & director – E-Commerce, D2C (e-store) Business, Brand & Marketing Communication, Sushil Grover. “The platform is intuitive, easy to navigate, and represents the brand identity that meets our customers’ aspirational world. We have been continuously expanding our product offerings on the platform with the aim of providing the widest choice to our customers backed with proven reliability of Japanese technology. We recently launched Lumix cameras, and the response was tremendous. We sold cameras for over 2.5 lacs average price, which confirms our notion that consumers are moving toward premiumization. We are now focused to enhance product availability and service coverage across more cities backed with an efficient supply chain support.”

Currently, the platform is selling LED, Audio, Large & Small Appliances, Cameras, Lenses, Accessories and Lifestyle products attracting 13% repeat customers, with the highest user and conversion rates coming from the 25-34 age bracket followed by the Gen Z audience. Panasonic continues to broaden its lineup of high-end products, offering distinctive benefits in important categories such as bottom-mounted refrigerators, front-load washing machines and air conditioners. This year, they also launched India’s first Matter-enabled air conditioners that are powered by Miraie, marking a significant advancement in the realm of smart home technology.

Moreover, Panasonic’s authorized D2C online e-store provides a range of consumer financing options and product exchange programs aimed at broadening accessibility to high-value purchases. Furthermore, customers benefit from a convenient ‘service-on-a-click’ feature for registering service requests such as installation, repairs, or purchasing extended warranties for both new and existing products. The recent introduction of the ‘Call-Me-Back’ initiative has also been met with enthusiastic reception, providing customers with an improved personalized experience to address their inquiries regarding purchases or services.

July 25, 2024
Disney Consumer Products in India teams up with brands and retailers

Mumbai: To celebrate the release of Marvel Studios’ ‘Deadpool & Wolverine’, Disney Consumer Products India has collaborated with 25 brands across apparel, accessories, food and beverage, and technology to launch an array of themed merchandise locally. These brands include Adidas, boAt, Coca-Cola, Myntra, NESTLÉ POLO, The Souled Store, Wrogn and more.

For nearly 85 years, the Marvel Cinematic Universe has introduced diverse characters and compelling stories, transforming Marvel Super Heroes into pop-culture icons that are well loved in India. Deadpool joins the ranks of powerhouses like Iron Man, Captain America and Thor, and his sensational appeal has brands in India diving into the extended Marvel Universe with this latest and highly anticipated movie release.

Disney Consumer Products, India, director Priya Nijhara said, “Deadpool’s refreshing charisma and irreverent humour has amassed formidable fandom in India, particularly with the Gen Z audience. This reflects Marvel’s enduring relevance today and fuels our excitement as we join forces with exceptional brands to roll out an expansive line of Deadpool & Wolverine themed products in celebration of the movie release.”

Here are some of the Marvel Studios’ ‘Deadpool & Wolverine’ inspired merchandise to look out for:

Coca-Cola has launched limited-edition Coca-Cola cans and bottles featuring Deadpool & Wolverine, including 32 iconic Super Heroes from across the Marvel Universe. Illustrated with a balance of white, red, and black tones, each can is scannable and brings the character to life through an AR extension.

NESTLÉ POLO features Deadpool’s quirky persona on three limited-edition packs that fans can scan for a chance to win branded merchandise. The new red and black packaging debuted in India, and it embodies Deadpool’s signature colours.

Snacking brand Too Yumm! adds an extra kick to its Bhoot Karare and Karare Munchy Masala range with the bold personas of the Marvel Super Heroes, highlighting their appeal to the newer generation.

boAt has curated an audiowear collection themed after Deadpool & Wolverine, blending Marvel’s epic storytelling with its advanced technology. Inspired by their agility and resilience, Belkin introduces a portable wireless power bank with seamless charging and a built-in stand (available on Amazon.in from July 27).

Modern riders can embody their heroic spirit with AXOR’s limited-edition helmets showcasing Deadpool & Wolverine designs. Titan joins the buzz with dynamic eyewear and fashion accessories through Titan Eye+ and Fastrack respectively, incorporating the signature colours and elements from Deadpool & Wolverine.

Deadpool’s unfiltered charm and charisma is coveted by apparel brands looking to focus on young adults. Wrogn, endorsed by cricketing genius Virat Kohli, channels Deadpool and Wolverine’s rebellious spirit with a collection featuring iconic quotes from the movie and standout designs. The Souled Store unveiled a range of t-shirts, backpacks, and high-top sneakers, covering all essentials for any occasion. Bonkers Corner, Free Authority, Brand Studio Lifestyle, Myntra, Max Fashion, Pantaloons and WYM extend the excitement of Deadpool & Wolverine beyond the screen through custom collections, available in their respective retail stores and online platforms. Reliance has launched an extensive lineup through its sub-brands (Yousta, Azorte and Reliance Trends), offering everything from t-shirts and jackets to denims.

Alongside merchandise from 7‑Eleven, fans can also look forward to an exciting collaboration with Adidas set to launch in India in early August.

The latest merchandise from these brands and retailers aim to delight Indian fans and add to the excitement of the movie. Marvel Studios’ ‘Deadpool & Wolverine’ will release in India on 26 July in English, Hindi, Tamil and Telugu.

July 25, 2024
“Enabling our customers to express themselves is our brand purpose”: CaratLane’s Jennifer Pandya

Mumbai: #WearYourWins, a campaign recently launched by CaratLane, celebrates women recognizing and rewarding their achievements. The campaign encourages women to acknowledge every win, big or small, with the new PEAK collection. Featuring Cannes-famed content creator content creator Nancy Tyagi, the collection includes the unique ‘Everest Cut,’ symbolising each step of the wearer’s journey to success.

Indiantelevision.com caught up with CaratLane’s vice president – marketing & brand, Jennifer Pandya to gain deeper insights about their latest campaign and marketing strategies.

Edited Excerpts:

On the marketing strategies behind the #WearYourWins campaign

Enabling our customers to express themselves is our brand purpose. While most women are quick to appreciate their loved ones and their achievements, they are hesitant to acknowledge their wins – whether personal or professional. According to a study* we did with Quantum, only three out of ten women celebrate their wins. As a brand that champions expressions, we wanted to urge women to stop undermining their wins. Rather, we want them to acknowledge and reward themselves for these wins. We see this as a cultural movement rather than a campaign.

*Based on an external study by Quantum: 28-45 years old, NCCS A, female category buyers only.

On “Peak” collection’s unique features compared to other collections at CaratLane

PEAK collection was launched to celebrate the women’s story of strength, resilience, & the unseen journey to success. This collection is crafted with White Quartz and Amethyst and has incorporated the facets from the CaratLane logo and brand colour.

Peak collection features a unique (first of its kind) mountain-inspired Everest Cut as a testament to the journey of small or big milestones, shaping each stone into a symbol of success.

On ensuring the campaign appeals to both men and women and the strategies used to target these different demographics

CaratLane’s revenue growth strategy focuses on three main segments: women buying jewellery for themselves, women gifting other women, and men gifting women. The largest segment is women buying jewellery for themselves.

The idea was to create a cultural movement where women rewarded their wins by gifting themselves. More conversations will build confidence and trust, leading more men and women to discover the CaratLane brand. Further for men, we launched Postcards – where you can embed your video in the jewellery (rings category).

On the origin of this collaboration and Nancy Tyagi being the perfect fit for this campaign?

We have been working with content creators for a while and wanted to participate in the Cannes Festival because we knew many influencers would be there. When Nancy’s team reached out to us, what resonated with us was – her story. CaratLane has always been about accessibility, being the first brand to launch affordable diamond jewellery in the country. We want everyone to wear jewellery and have equal access to great diamond designs.

The collaboration with Nancy Tyagi, during Cannes, exemplifies this strategy. Supporting Nancy’s dream aligned perfectly with our brand values, highlighting CaratLane’s focus on accessibility and affordability. This partnership transitioned into the brand’s #WearYourWins campaign, celebrating women rewarding themselves for their wins.

On celebrities and influencers differing in their impact on conversions for CaratLane

Most of our marketing strategies are to achieve two key business objectives – building desire and driving conversion. Collaborating with influencers and celebrities who are known to share authentic feedback and offer good styling tips helps build trust. We also use user-generated content (UGC) and consumer reviews to build advocacy, resulting in better conversions.

Both these approaches allow CaratLane to connect with its audience on a personal level, leveraging the stories and experiences of its consumers.

July 25, 2024