ITV

Category: Marketing

  • Whitemuds pioneers handcrafted shoes with a global design team

    Whitemuds pioneers handcrafted shoes with a global design team

    Mumbai: Whitemuds, the luxury brand in men’s footwear, proudly introduces its latest offerings – a meticulously crafted ready-to-wear collection and an exclusive made-to-order line. With a bespoke atelier nestled in the heart of New Delhi, Whitemuds combines the timeless art of handcrafting shoes with a commitment to meeting the everyday and special occasion needs of its discerning clientele.

    At the core of Whitemuds’ offerings are its unparalleled designs, curated by a talented team of designers spanning Bristol, Birmingham, and India. These designs go beyond mere fashion; they serve as a means for customers to express their unique style. Each design undergoes meticulous scrutiny, with carefully selected substrate choices and color combinations during the sampling stage. Only the most exceptional pieces make it to the hand-crafting production lines, ensuring that every pair tells a tale of sophistication and individuality.

    One of Whitemuds’ hallmarks is the ‘Goodyear Welted’ construction method, renowned for its ergonomic comfort and ability to retain the shoe’s original shape even under extreme usage conditions. This construction, both highly durable and refurbished, involves stitching the upper leather, lining leather, and welt to the ribbing bonded to the insole. The welt is then carefully stitched to the leather sole, providing exceptional strength and allowing for sole replacements when necessary.

    “We are elated to launch our ready-to-wear and made-to-order collections, representing the pinnacle of craftsmanship and luxury in men’s footwear. Whitemuds is dedicated to elevating your shoe experience, offering designs that go beyond the ordinary and constructions that stand the test of time,” said Whitemuds founder Dhruv Arya.

    Whether seeking the convenience of ready-to-wear or the personalized touch of made-to-order, Whitemuds invites men to discover the perfect blend of style, comfort, and longevity.

  • Sixth edition of Godrej L’Affaire to celebrate All Things Goodness

    Sixth edition of Godrej L’Affaire to celebrate All Things Goodness

    Mumbai: Godrej L’Affaire, a curated experiential luxury lifestyle platform by Godrej Industries Limited and Associate Companies (GILAC), today announced that more than 30 brands have collaborated with the platform for it’s sixth edition. Slated for Friday, 29 March 2024 at the brand’s headquarters in Vikhroli, Mumbai, Godrej L’Affaire will be celebrating ‘All Things Goodness’ at the soiree.

    Godrej L’Affaire is a brand-agnostic-owned media platform in the lifestyle space. Bringing together non-competing complementing brands in the lifestyle space, it was conceptualized to celebrate nuances of lifestyle in an experiential manner. With HSBC India, one of India’s leading financial services groups, collaborating for the sixth edition, an evening soiree will unfold with a three-pronged mission of crafting hyper-immersive experiences, building a community of lifestyle aficionados, and weaving a robust digital safe narrative for all the participating brands.

    Speaking about the sixth edition of Godrej L’Affaire, GILAC executive director and chief brand officer Tanya Dubash said, ”Creating personalized, immersive and authentic experiences for consumers in today’s ever-evolving world is imperative for any brand. Godrej L’Affaire was launched to provide these opportunities for our in-house brands as well as external non-competing brands in the lifestyle space. Our objective has been to create a community of lifestyle aficionados and drive meaningful conversations around the lifestyle space.”

    She further added, “Our theme for this year is Goodness and we aim to underscore the significance of deliberate good choices that minimise negative impact and contribute positively to society. We are extremely excited to make Godrej L’Affaire 2024 an unforgettable affair.”

    Commenting on its collaboration with Godrej L’Affaire 2024, HSBC India Arkaprava ‘Arko’ Ray, head of marketing strategy, said, “As the world’s local bank, we at HSBC passionately believe in creating meaningful conversations for nurturing relationships and building trusts with our customers. With Godrej L’Affaire also working towards creating a lifestyle community, we found a perfect synergy in providing our consumers with an experiential experience through the event. We are excited to collaborate with Godrej L’Affaire and look forward to an amazing evening.”

    Aligned to the guiding concept – ‘All Things Goodness,’ the event is thoughtfully mapped across eight zones aptly spelling out L’Affaire – Lifestyle, Awareness, Fashion, Flavour, Artistry, Innovation, Rejuvenation, and Environment.

    In sync with the same, the highlight of this lifestyle-centric soiree will be an exclusive fashion show by the renowned fashionista, Malaika Arora, showcasing her flagship brand – The Label Life. Marking an exclusive debut for the brand’s collection on the runway, Malaika would be showcasing the Spring Summer 2024 collection centred around the iconic Picnic, Party, Home, and Office look.

    The evening will also witness an electric performance by the band – The Bartender, the brainchild of Mikey McCleary – award-winning songwriter, composer and producer. Featuring Shalmali Kolghade, Medha Sahi and Kaprila Keishing, their eclectic mix of music sensibilities would be setting the tone for the evening.

    Food enthusiasts are also in for a treat. The event will mark the unveiling of the 7th edition of the Godrej Food Trends Report (GFTR), delving into the theme of “Provenance.” This insightful report delves into the deep connection between Indian cuisine and its origins, exploring the intrinsic link between ingredients, regional specialities, and traditional practices. With insights from over 350 experts, including chefs, bloggers, and food producers, GFTR 2024 sheds light on the rich tapestry of India’s culinary heritage.

    Godrej takes pride in nurturing emerging talent. Hence the event will witness the announcement of the top 25 content creators chosen through the premier influencer hunt Godrej L’Affaire Select. This program has scouted a pool of over 10,000 participants spanning 200 cities, towns, and villages across India. Mentored by internet sensation Ranveer Allahbadia, popularly known as Beer Biceps, the winners will be honoured and welcomed into the exclusive Godrej L’Affaire Select creators’ group.

    More than 30 partner brands have partnered with Godrej L’Affaire for its sixth edition. With HSBC India being the presenting partner, the soirée will offer experiences of top lifestyle brands such as D ‘Décor, The Label Life, Elior India, Women Company, KamaSutra, Cinthol, Park Avenue Perfumes, Goodknight, Aspri Spirits, Bombay Island Coffee Company, Dubai Energy, Godrej Properties, Godrej Professional and more.

    Other prominent brand partners include Godrej Capital, Godrej Yummiez, Moshi Moshi, Godrej Selfie Shampoo Hair Colour, Godrej Jersey, Godrej Magic Handwash, HIT, Godrej Agrovet (Combine & Rashinban), Godrej Real Good Chicken, Godrej aer and more.

    Bright Outdoor Media Ltd is the OOH Partner for Godrej L’Affaire 2024.

  • TiEcon Delhi 2024 lauds the power of resilience & innovation with awards across sectors

    TiEcon Delhi 2024 lauds the power of resilience & innovation with awards across sectors

    Mumbai: TiEcon Delhi 2024, the flagship startup event by TiE Delhi-NCR recognized the power of resilience and innovation in the startup ecosystem with awards & recognition across categories.Themed ‘The New Bharat: Confident | Bold| Inclusive’, the conference witnessed the celebration of entrepreneurial spirit, exclusive business networking opportunities, in addition to spotlight on exceptional startups.

    TiE Delhi-NCR & Power2SME celebrated the tenth season of the Spirit of Manufacturing Awards, honouring startups in the manufacturing domain for their remarkable achievements and innovations. The winners were awarded across four categories based on the innovative skills and the tangible impact showcased. Startups which won included: IT Adoption & Innovation: Indo Wings Pvt Ltd led by founder & CEO – Paras Jain;  Social Impact: Asli Ayurveda Wellness Pvt Ltd – founder & MD, Mohit Sardana; ·Woman Entrepreneur of the Year: Stuti Sidhu, founder, I-Gro energy Pvt. Ltd.; Young Entrepreneur of the Year: Dheeraj Kumar Tiwari, co-founder & CEO, and Himanshu Singh Raghuvanshi, co-founder & COO at CapGrid Solutions Pvt Ltd; Special Jury Award: Barbrew Beverages Pvt Ltd led by Ruchi Gupta, co-founder & CEO.

    Power2SME founder & CEO R Narayan said, “India’s ascent as a global hub for entrepreneurship owes much to its pioneering innovations, empowering start-ups and SMEs. Key government initiatives like ‘Make in India’ and ‘Skill India’ have significantly bolstered manufacturers and small businesses. The Spirit of Manufacturing Awards, now in its 10th season, remains steadfast in its mission to laud exceptional ideas, products, and entrepreneurs in the Indian manufacturing sector. This initiative underscores the vast potential inherent in India’s manufacturing landscape. Year after year, we pledge to spotlight and honour the ingenuity driving progress in this vital industry.”

    TiEcon Delhi 2024 also played host to edition 16 of the TiE-Lumis Entrepreneurial Excellence Awards, a platform that honours individuals who have demonstrated extraordinary resilience exemplifying prudence, agility & strategic vision. DigiBoxx led by the CEO, Arnab Mitra was recognized as the winner for exhibiting exceptional entrepreneurial skills in the digital industry.

    Lumis managing partner Sandeep Sinha commented, “Celebrating the 16th year of the TiE Lumis Entrepreneurship Awards fills us with immense pride. Over the years, these awards have recognized and honored the trailblazing ventures that have become category leaders, inspiring countless others in the entrepreneurial ecosystem. The TiE Lumis Entrepreneurship Awards have not only celebrated success but have also served as a beacon of hope for emerging startups, showcasing their potential and fostering a spirit of innovation. We look forward to continuing our journey of supporting and spotlighting more startups as they shape the future of entrepreneurship.”

    The conference also marked the 1st edition of the Startup CFO Awards in collaboration with Binary Semantics Ltd. The groundbreaking initiative was aimed at celebrating the exceptional achievements of chief financial officers (CFOs) in the startup ecosystem. These awards acknowledged the trailblazers whose transformative leadership are reshaping the trajectory of modern startups. The winners were awarded under multiple categories: Manufacturing Startup CFO of the Year – Ridhima Modi Agarwal, CFO of Kanpur Flowercycling Private Limited (Phool.co); Digital Enablement Startup CFO of the year – Shailesh Kaul of Signodrive Technologies Pvt Ltd;  Consumer Products, e-commerce Startup CFO of the year – Harsh Khaitan, CFO of Kwikpic; ·  Energy, Infrastructure and Cleantech Startup CFO of the year – Vaibhav Anant, representing Bambrew;  Governance and Compliance Excellence Startup CFO of the year – Ritika Khatua, CFO of Larkai Healthcare

    Binary Semantics growth and strategy leader Srijan Choudhary said, “India’s entrepreneurial growth story needs their continued focus on harnessing technology to build strong, sustainable startup ecosystems. At Binary Semantics along with TiE Delhi-NCR, we are proud to be part of a transformative journey of acknowledging and honouring the visionary CFOs shaping India’s entrepreneurial terrain. We congratulate the winners of this year. These recognize their spirit of innovation and strategic acumen driving the startup ecosystem forward”.

    TiE Delhi-NCR’s Assistive Solutions cohort comprising Neomotion, key2enable, NobaFlix put a spotlight on startups committed to advancing the quality of life for differently abled consumers.

    TiE Delhi-NCR executive director Geetika Dayal commented, “For the past decade, TiE Delhi-NCR has played a crucial role in offering a platform for founders to present their innovative ideas. We are proud to support and cultivate young businesses in India. We congratulate all the winners of this year for their unwavering commitment towards bolstering the flourishing Indian economy.”

    Edition 13 of Young Turks ‘TiE the Knot’ showcased high-potential startups pitching to a group of investors in a televised format. Startups with registered Indian entities in operations for at least three months, seeking equity investment between Rs 1 crore to 5 crore, participated in the event, demonstrating the dynamism and potential of the Indian startup ecosystem. The finalists included Nexus Power, Insurance Samadhan, CoutLoot, Degpeg, Travsie and NymbleUp which pitched to investors.

  • Centuary Mattress hosts India’s largest Qoolest sleep concert

    Centuary Mattress hosts India’s largest Qoolest sleep concert

    Mumbai: Imagine the audience being asked to doze midway during a concert. Although a swift departure from tradition, sleep concerts are becoming increasingly popular across the globe. These ‘sleep concerts’ are designed to curate an enriching and rejuvenating sleeping experience for the participants. In such concerts, falling asleep halfway through is not just acceptable – it’s actively endorsed. Thus, in a bid to raise awareness around the importance of sound sleep and its impact on overall wellbeing while helping people overcome their sleep issues, Centuary Mattress, India’s Sleep Specialist, proudly presents the country’s largest qoolest Sleep Concert, a one of its kind sleep inducing event set to take place on World Sleep Day, 15 March 2024 in collaboration with Big FM.

    Attendees will have the unique opportunity to unwind and rejuvenate to the tunes of Swaram Band, specially curated to induce deep relaxation and promote better sleep. Hosted in the vibrant city of Hyderabad, renowned for its rich cultural heritage, the event will witness the participation of hundreds of people in an immersive experience like never before.

    Addressing the occasion, Centuary Mattresses executive director Uttam Malani said, “In the present day and age, the need to practice and inculcate good sleeping habits has never been greater. With the medical community and even PM Modi in his recent influencer congregation backing the claim that 8 hours of sleep is a minimum physical requirement for the body, our Sleep Concert marks an endeavor to raise awareness regarding sound sleep through the medium of music. By seamlessly blending music and relaxation, this World Sleep Day we aim to underscore the profound importance of quality sleep in nurturing our physical and mental well-being.”

    The attendees attending the sleep concert can expect a serene atmosphere by the lake with soft lighting and dreamy fog, creating an unforgettable sleep experience.

  • Hostbooks onboard Aster Business Solution as platinum partner for fueling growth

    Hostbooks onboard Aster Business Solution as platinum partner for fueling growth

    Mumbai: HostBooks Ltd, an Enterprise Business Management Solution provider for mid, large, and premium Enterprises in India, is proud to announce its latest strategic partnership with Aster Business Solutions LLP, elevating the company’s distribution and service capabilities to new heights.

    Mohammad Ateeq, Managing partner of Aster Business Solutions LLP, leverages his extensive tech background, having carved a notable career before embarking on his entrepreneurial journey with Aster Business Solutions. His profound understanding of the challenges faced by various industries in India positions him uniquely to guide businesses through their digital transformation journey with HostBooks. Under his leadership, Aster Business Solutions LLP is set to spearhead adopting HostBooks’ comprehensive software solutions across mid, large, and premium enterprises, especially within the manufacturing, hotel & restaurant, and distribution sectors. Ateeq’s confidence in HostBooks to provide a singular, comprehensive solution is set to streamline operations and drive seamless growth by addressing the inefficiencies of enterprises using multiple software systems.

    Swetak Singh, AVP & Head of Chanel Business and Balaji Subramanian, Zonal business head of HostBooks Ltd  added, “The synergy between HostBooks and Aster Business Solutions LLP represents a pivotal moment for the industry. Together, we’re setting a new standard for how businesses manage their financials and compliance, paving the way for unprecedented growth and operational efficiency.”

    Expressing his enthusiasm about the partnership, Ateeq stated, “Joining forces with Hostbooks Ltd as a Platinum Partner is not just a business decision, but a strategic move towards empowering Indian enterprises alike. The potential for growth and the opportunity to streamline business operations with Hostbooks are immense. I am incredibly excited about what the future holds for our clients and the industry.”

    Echoing Ateeq’s sentiments, Abhijit Dutta, CSO and Advisor to Board of Director remarked, “This partnership with Aster Business Solutions LLP is a cornerstone in our mission to democratize access to top-tier Enterprise business solutions for mid, large and premium industries in India. We are thrilled to have Mohammad Ateeq and his team on board, bringing their unparalleled expertise and vision to our collective journey.”

  • Micro-influencers – for brands, smaller can be bigger!

    Micro-influencers – for brands, smaller can be bigger!

    Mumbai: What an interesting time to not have enough money to have Kim Kardashian do the marketing of your brand! With every endorsement, the persona of the celebrity goes larger, and so does their wallet, but using a big ticket money is not just money out from wallet, but may just be the noise of the noise bar.

    What brews better is catering to those who have a very niche followership – those who engage better with a smaller dedicated group!

    Sources like Emplifi have reported that micro-influencer-based sponsored posts on Instagram have an engagement rate as high as 91 percent. Micro-influencers may have ball park reach, but their relevance to the brand and to their audience builds the bridge of trust that no celebrity with millions of followers can.

    Celebrities including movie stars and sports stars may have a range of followers, but the demographics is better set for micro-influencers. Another aspect to consider is the fact that celebrities work with tons of endorsements, often many of them in the same time frame. But influencers are more tiered in that particular manner. Hence micro-influencers do not have to be people pleasers, because they just do not have to be.

    There is a certain wholesomeness that a public figure has to maintain that is not the shade to be followed by micro-influencers. It is practically given that these people may also be doing certain other side jobs to finance themselves. Another issue is that one can trust any micro-influencer faster than a celebrity. It is a known gimmick that the celebrity may not even be an actual user, or may not even have tried the product he or she is so enthusiastically promoting. Ultimately, no one believes that the beauty bar of film stars may actually be the ones used by them to actually take a bath. But seeing a how-to video of cheek contouring by a micro-influencer is believable and more credible. The fact that lot of micro-influencers also accept payment in goods improves the belief that they are users too.

    Marketers can articulate returns so much better with a micro-influencer than with another public figure. It can be counted transaction to transaction, with lot more effort expended on the big ticketers.

    Another beautiful thing about micro-influencers is that while brands will like to work with known names, and celebrities want to work with brand names, micro-influencers can work with brands, irrespective of their status and position in the market. Legacy and heritage need not be the deciding factors because finally Victoria’s Secret and Mamaearth will all be needing a little help from these folks. Micro-influencers are special because they are with the common man, and yet a pedestal above. They are like the boy/girl next door who are just like you but can teach one skill better than that inaccessible distant star you know.  Reachable, snuggly and credible, they create aspirations for people to build a community that loves what they themselves love doing!

    The article has been written by School of Commerce, SVKM’S Narsee Monjee Institute of Management Studies, Indore Campus Associate Professor Dr Shilpa Sankpal.
     

  • “Attention span is going less because of so much content in apps”: Vasuta Agarwal

    “Attention span is going less because of so much content in apps”: Vasuta Agarwal

    Mumbai: Glance has unveiled its 2024 Trends Report for India, revealing a significant shift in user engagement patterns towards personalised content discovery. With over 235 million active users, the emergence of ‘glancing’ has redefined how users interact with digital content, offering a refreshing alternative to traditional app-based browsing. This trend effectively addresses concerns such as information overload and app fatigue, allowing users to discover relevant content effortlessly.

    A noteworthy finding of the report is the active engagement of users with content in their preferred regional languages. On a daily basis, regional language content received an impressive 550 million ‘glances’, with 10 out of the top 25 pieces focusing on regional subjects like news, movies, and local interests. This surge in demand for personalised linguistic experiences is evident as users accessed regional content almost twice as much as English content.

    In terms of content consumption, national news, sports, and entertainment emerged as the top three categories, comprising 19 per cent, 18 per cent and 16 per cent of user interactions respectively. National events such as the G20 summit and the Chandrayaan mission garnered immense attention, with four billion and two billion glances respectively.

    Indiantelevision.com on the sidelines of the media roundtable conference held by Glance, caught up with InMobi Group business officer Vasuta Agarwal where she explained how this report would be beneficial from the brand’s perspective.

    Edited excerpts

    On sharing the brief of this report and the need to create one

    The report was about the user trends that we are seeing at Glance’s platform. We have been releasing similar reports every year because the intent is to capture the essence of the year on what’s been happening on Glance around the world. Last year’s report wouldn’t have been around the world because we were primarily in India and Indonesia at the time. This time we are gaining presence in other markets as well.

    On brands effectively targeting the diverse user base of over 235 million active Glance Smart Lock Screen users in India

    What we know broadly about the users is the demographic. We talked about 61 per cent being male and 39 per cent female. We know a little bit about their location and which cities they are in. We know what kind of content they are consuming like travel, who likes news, sports etc. Using all of these different elements, we create audiences which brand may want to reach out and that’s how the audience part happens. We bring in both interactivity and the engagement in the creatives.

    On the role of creativity in capturing the attention and interest of Glance Smart Lock Screen users

    I think it plays a big role. Attention span of the users is a huge challenge now because people have so much to consume and so many apps to go into. Capturing user attention has become a huge problem for brands because we have been present on the lock screen of the device. It becomes much easier for the brands to reach the users because you are right there on the first screen of the phone. Then comes the creativity like how you’re gonna hold the users attention, can you create some element of interaction, or some gamification like for example we talked about we used IPL live score to bring engagement. We used different color catalogs for American Tourister for interactivity. So different elements in the creative can help users to engage with brands.

    On attention span reducing more and more due to rapid advancement in technology

    Attention span is going less because of so much content in apps. The challenge at some times is that users themselves don’t know where to spend time. It is a combination of both. If there weren’t so many, users might not engage too much on the phone. That’s why it becomes important how you get the right information and content to the user so that their time is well spent. At Glance, we try to bring the right personalisation for users so what is useful for you might be very different then what’s useful for me and so on.

    On brands ensuring their content remains relevant with users

    There are a lot of things that brands need to do. One is that creators need to be continuously looked at because unless creatives keep with where the user is spending more time. For instance, five years back nobody was making videos on insta reels on the brand’s side. Until two and a half years back, nobody was making special creatives for brands because as users are spending more time on the platforms, brands also have to innovate and capture their attention. I think that’s a continuous thing that brands have to invest in. Now it’s much faster, earlier disruption would happen in ten years, now it happens every 6-12 months so we have to keep up with that pace. 

  • “We offer tailored assistance for growth in the creative and VFX sector”: London & Partners’ Hemin Bharucha

    “We offer tailored assistance for growth in the creative and VFX sector”: London & Partners’ Hemin Bharucha

    Mumbai: Standing as the driving force behind London’s economic expansion and tourism appeal, London & Partners embodies a commitment to sustainable growth aligned with the Mayor’s Economic Development Strategy. Through strategic investments, trade initiatives, and innovation, they prioritize “good growth” for the city, fostering prosperity for its residents. With a focus on attracting visitors and events, they elevate London’s global reputation and cultivate profitable partnerships for continued reinvestment. As they promote London to key markets such as North America, China, Europe, and India, their strategic endeavors fuel impactful economic development.

    Indiantelevision.com caught up with London & Partners country director Hemin Bharucha to talk about their creative delegation to India, collaboration opportunities and much more…

    Edited Excerpts:

    On the specific goals that London & Partners hopes to achieve through their creative delegation to India

    The creative trade mission aims to bring together three leading creative tech ecosystems in London, Chennai, and Mumbai. Our delegates from London will take advantage of this opportunity to showcase their innovative solutions and foster new partnerships with significant industry players and corporate partners in these markets.

    We offer tailored assistance to facilitate the growth of businesses by providing crucial market insights, business support services, and networking opportunities specifically within the creative and VFX sector. Utilising our extensive network of partners and stakeholders, we assist Indian companies in navigating the complexities of the London market, empowering them to establish strategic relationships and expand their international footprint. Furthermore, our comprehensive support extends beyond initial introductions, as we continue to provide ongoing guidance and assistance to ensure the sustained success and growth of our partners. Through our dedicated efforts, we aim to foster a thriving ecosystem of collaboration and innovation within the creative tech industry, driving positive impact and opportunities for all involved stakeholders.

    On the key activities planned for the delegation during their visit to India

    The visit will feature the participation of London-based companies representing various sectors. The delegation’s agenda comprises a diverse array of engaging activities, including studio visits, panel discussions, knowledge-sharing sessions, and exclusive business speed networking events. This mission seeks to unite three prominent creative tech ecosystems from London, Chennai, and Mumbai.

    On London and Partners envisioning collaboration opportunities between the London-based companies and their counterparts in India’s creative sectors

    Our organisation is dedicated to assisting businesses in high-growth sectors, particularly the creative and VFX industries, by facilitating their expansion and scaling endeavors. Furthermore, London and Partners offer specialised support and resources crafted to empower small and micro businesses in London, nurturing an environment conducive to their success. London’s esteemed global reputation underscores its pivotal role in fostering overseas economic growth through the establishment of partnerships and profitable ventures. Our goal is to optimise our impact and efficiently scale initiatives, thereby fostering a robust and dynamic business ecosystem for Indian creative and VFX companies.

    In doing so, we aim to foster a thriving community of innovation and collaboration, where businesses can flourish and achieve their full potential. Through strategic partnerships and tailored support, we endeavor to drive sustainable growth and create lasting value for all stakeholders involved.

    On the strategies being undertaken to leverage India’s large consumer base and its readiness to experiment with technology in the media, advertising, gaming, and entertainment sectors

    Our organisation is executing a multifaceted strategy to capitalise on India’s extensive consumer base and its receptiveness to technological experimentation within the media, advertising, gaming, and entertainment sectors. This strategy encompasses conducting market research, fostering collaborations, investing in technology-driven innovations, and actively participating in industry events. These efforts include exploring advancements in augmented reality (AR), virtual reality (VR), and other emerging technologies to enhance user engagement.

    Through these strategic initiatives, we aim to harness India’s vast consumer base and its enthusiasm for technological innovation in these dynamic sectors. By aligning with established companies in the UK market, Indian companies gain valuable insights, cultural understanding, and opportunities for expanding their business.

    On London and Partners perception of the current state of India’s creative economy, considering its recent downturn during COVID-19

    In the wake of the COVID-19 pandemic, the creative industry has experienced substantial changes. Digital transformation has become increasingly essential, with virtual events and online platforms gaining significant traction. In alignment with the sector vision outlined in the previous year, the UK government aims to bolster the expansion of the creative industries by investing £50 billion and creating one million new jobs in creative vocations by 2030.

  • Rasna ropes in actress Tamannaah Bhatia as their new brand ambassador

    Rasna ropes in actress Tamannaah Bhatia as their new brand ambassador

    Mumbai: Summer is here, we know it Coz Rasna’s new campaign is out! This year like every year Rasna has come out with a fresh new campaign that not only highlights their 21 vitamins and minerals that energise us but also highlights the emotions it stirs up that of vitamins of love, happiness, josh and success. On the basis of deep market research and blind product taste results, Rasna is reformulated as a vitamin, mineral, and glucose drink with real fruit extracts.  The new ad is a result of extensive market research done Pan India to help us understand our customers and their evolving needs. It focuses on the natural, healthier, and great taste aspects targeted towards sec A and B households and repositions it as a tastier, thicker, and healthier drink that satisfy rational aspects as well as working as a catalyst in providing energy, josh, happiness, and the most important vitamin, Vitamin love.  

    Today Rasna is not only the world-famous innovation Rasna soft drink concentrate, but also Rasna Instant powders, which come in many formats viz. 750gm pouch makes 33 glasses, 500 gm makes 22 glasses, 400 gm makes 17 glasses, sachet making single glass, sachet making 500 ml and so on. Rasna has also taken the lead to develop new-generation liquid concentrates like squashes and syrups. Rasna also has a full-fledged wellness range under its sub-brand Rasna Healthy Day comprising of pure honey, protein powders, honey/malt-based powders, chocolate spreads, instant soups and so on.

    This years’ highlight of the campaign of course is the onboarding of the sensational Tamannaah Bhatia, the face of youth and the heartbeat of many. In fact, Tamannaah has been a fan of Rasna and consuming Rasna since childhood, and has a distinct memory of herself as a kid saying Love You Rasna in actual life and that is why having her onboard was only natural. In fact, in the ad she herself has brought in the emotional situations of Rasna being the happiness giver, the success giver and of course Rasna highlighting the Love between family. This emotional magic of the ad could not have come about without Tamannaah’s creditable acting on the emotional front, only seeing the ad will prove the same.

    Commenting on the unveiling of Rasna’s new brand campaign and repositioning Rasna Group chairman Piruz Khambatta stated, “We are very proud that even a celebrity like Tamannaah Bhatia was so keen to endorse Rasna being her childhood favourite. Today Rasna does not only stand for the Love of the generations like celebrity’s but also of the common person, we are very proud that Rasna today is not only consumed by the super-rich, but also consumed by the real masses of India living in the villages. So Rasna today with its offerings ranging from Rs.1/- a glass to Rs.10/- a glass touches all walks of life. We are also very proud of the fact that Rasna with its direct inroads into supply chain especially in rural areas is ensuring that the farmers get double the value of their crops, in line with our Prime Minister’s vision of doubling their income. Rasna is a proud Make in India brand which is made with only locally sourced products as Rasna is one of the only companies using only Indian fruits and raw materials compared to competition in the sector which imports most of the fruits and ingredients. We have taken the lead, to develop better quality, value added natural products with vitamins and minerals meeting the ever-dynamic requirements of the customers.”

    Speaking on the partnership, Tamannaah Bhatia commented “There are brands and then there are legacies, Rasna is one such fine example from the heart of India. I take great pride in being associated with the most reputable beverage brand in the country. I understand now Rasna is fully formulated as a health drink with vitamins, minerals and glucose, I couldn’t be more excited to be a part of this campaign, as it will bring nutrition to millions. It is the first love of every child and embedded in my heart as my first love as well, I have never seen another FMCG brand with such a strong emotional connection. It is hands down the national beverage of the country.”

    Rasna boasts of a 100 per cent brand recall and 85 per cent market share in its category. It is the world’s largest soft-drink manufacturer, available in 1.6 million retail outlets in India with 12 state- of – art manufacturing plants in the country and availability globally in 60-plus countries, realising the dream of ‘Make in India, for the world’ every passing year.

  • ITC Bingo! introduces three Korean flavour variants a new brand song

    ITC Bingo! introduces three Korean flavour variants a new brand song

    Mumbai: ITC Bingo!’s latest offering Bingo! 2X Hot and Spicy Korean-style chips are all set to delight consumers with its three sizzling formats – Bingo! Original Style, Bingo! Hashtags and Bingo! Potato chips. Recognising the Indian consumers’ undeniable love for all things Korean, from K-drama to K-pop and now Korean cuisine, Bingo! is the first brand in India to launch Korean-flavoured savoury snacks.

    To amplify the launch and tap into the K-wave, Bingo! has collaborated with popular South Korean singer Aoora, for a new song – Maeun Maeun, which means Spicy, Spicy in Korean. The music video has been conceptualised and developed by Tonic Worldwide. The song is fun, catchy and energetic, set to resonate perfectly with the vibe of the brand. This strategic collaboration leverages the immense popularity of Korean pop culture (K-pop) amongst the target audience, creating a wider buzz around the launch of Bingo! 2X Hot and Spicy Korean-style chips.

    The brand is planning a 360-degree media campaign to connect with the audience. Bingo! will leverage social media to engage users and generate pre-launch excitement. The brand will tap into the relevant online spaces by being present on K-Pop and Gen Z music lineups across leading platforms like Spotify and YouTube. Bingo! will leverage music channels to organically position the song as an engaging content. Promotional spots featuring the song will be strategically placed across movie, music, and general entertainment channels. The brand has also partnered with approximately 15 influencers across regions, including Korean influencers in India, Indian influencers in Korea and food vloggers, to spread awareness about the new launch.

    ITC Bingo! has always been at the forefront of bringing differentiated and innovative snacking experience to Indian consumers. It has carved a niche for itself by bringing several ‘industry–first’ products such Mad Angles!, Hashtags! that takes consumers on an adventure of textures and flavours.

    Today, consumers are increasingly looking to experiment with products and flavours. Research shows that there is a growing interest among consumers to try Korean flavours and engage with Korean culture. According to the Mintel Report, this is more evident among GenZ consumers, with about 30 percent GenZ females showing interest in new Korean flavours.

    Having identified a gap in the market for a Korean-inspired product in the snacking segment, Bingo! Korean style delivers an authentic taste experience that perfectly blends the essence of fiery Korean-style flavours with Bingo!’s potato chips.

    ITC Foods VP & head of marketing, snacks, noodles and pasta Suresh Chand commented on the launch, “The Korean culture has significantly penetrated in India especially among the GenZ audience. We, too, noticed that our consumers are seeking Korean experiences in snacking. Catering to this demand, we have launched the all new first-of-its kind spicy, tangy Korean-Style Chips in the Indian market. Infused with Korean-inspired flavours tailored to the spice-loving palates of India, we are confident that this range will delight our consumers.”

    Spokesperson from Tonic Worldwide said, “This collaboration between Bingo and Aoora is twice as spicy. ‘Maeun’ means spicy in Korean. The new flavour is so spicy that we had to add another ‘Maeun’! As an agency, we are obsessed with the consumer, their behaviour, so when it came to launching a product that is for the GEN-Z, we wanted to do it in their language. K-Pop, is way beyond a music genre for the audience, it’s a part of their culture. The catchy song captures the core essence of the new flavours Korean style. Super excited!”

    The new range will be available across all markets in India in convenient and pocket-friendly packs.