ITV

Category: Marketing

  • Hybe sets up India subsidiary, aims to localise K-pop in subcontinent

    Hybe sets up India subsidiary, aims to localise K-pop in subcontinent

    MUMBAI: Hybe Corp, the entertainment powerhouse behind global K-pop acts including BTS, Seventeen and Txt, has announced the formation of Hybe India, a whollyowned subsidiary set to begin operations later this year.

    The company announced on 30 June that this initiative is part of chairman Bang Si-hyuk’s“multi-home, multi-genre” strategy, aiming to export Hybe’s artist development blueprint to non-Korean markets. HybeIndia is expected to launch between September and October,following market research and corporate set-up.

    With a population of 1.4 billion, a median age of around 28 years, and one of the world’s fastest growing entertainment markets (estimated to grow at 8.3 per cent annually to Rs 3.45 trillion by 2028), India presents a significant opportunity for Hybe global ambitions. The plan is to replicate the K-pop model—training, storytelling, fan engagement—in local contexts. This mirrors earlier expansions in Latin America and the US, where Hybe America’s Katseye entered the Billboard Hot 100 within a year of debut.

    Hybe has great ambitions for India’s young populace. It says that it will get into:

    Localised music production: Hybe India will blend Indian languages and aesthetics with the K-pop system.

    ● Talent discovery and development: Audition-based programmes, mentorships and training camps are expected, possibly in partnership with Indian broadcasters.

    ● Live events and fan engagement: The expansion may lead to concerts by acts such as BTS and Seventeen in India.

    ● Cultural adaptation: Hybe’s production model must adapt to India’s musical landscape—from Bollywood to indie. Bang Si-hyuk previously said K-pop should be seen as a methodology, not merely a genre.

    ● Market infrastructure: India’s growing event infrastructure, seen in shows like Coldplay Live positions it well for large-scale performances.

    Hybe’s India entry follows its expansion into Latin America and China, adding to earlier success in Japan and the United States. The company tailors its approach—from talent sourcing to IP management—based on local needs.

    With Hybe India set to launch in September or October, the road ahead could feature BTS/Seventeen concerts, homegrown idol groups and Indian-language K-pop acts. While details are still emerging, Hybe’s focus on immersive fan experiences and localisation may transform India’s music scene.

    In essence, this is more than corporate expansion. It’s a step toward co-creating a next- generation Indian pop identity, rooted in the precision of K-pop and coloured with local culture.
     

  • Top marketer Somasree Bose Awasthi steps down from Marico amid shifting FMCG landscape

    Top marketer Somasree Bose Awasthi steps down from Marico amid shifting FMCG landscape

    MUMBAI: Somasree Bose Awasthi has stepped down as chief marketing officer at Marico Ltd, ending a nearly three-year stint at the helm of the company’s marketing function. The news was confirmed today by individuals familiar with the development.

    Somasree joined Marico in late 2022 after a distinguished 15-year career at Godrej Consumer Products, where she rose through the ranks and contributed significantly to brands such as Godrej Aer, HIT, Cinthol and Godrej No.1. At Marico, she focused on strengthening marketing capabilities, mentoring teams, and championing innovation across a wide portfolio.

    During her tenure, she was credited with bringing sharper consumer insight to the table and driving impactful brand work that resonated in an increasingly competitive FMCG landscape. Her approach combined strategic vision with deep empathy for the consumer—qualities that earned her recognition across the industry.

    Her departure comes at a time when Marico, like much of the sector, is navigating a complex retail environment shaped by evolving customer preferences and the convergence of digital and offline channels. The next marketing leader will inherit a strong brand foundation—and the challenge of building on it in a dynamic market.

    Somasree’s next move has not yet been announced, but industry observers and executive search firms will be watching closely.

  • India’s monuments get a colourful glow-up with Birla Opus campaign

    India’s monuments get a colourful glow-up with Birla Opus campaign

    MUMBAI: What do you get when a curious little boy meets an unclickable monument? A splash of imagination, a burst of colour and a nation reminded of its timeless beauty. Birla Opus Paints, under Grasim Industries of the Aditya Birla Group, has launched the next chapter of its “Duniya Ko Rang Do” story with a stunning new campaign titled Celebrating Colours of India.

    This time, the animated Opus Boy returns to brighten not just walls but history itself, beginning with the Gateway of India. In the film, a disheartened street photographer struggles to draw attention to the monument. That’s when our pint-sized hero steps in with a colourful transformation giving the colonial arch a vibrant makeover that captivates onlookers and rekindles national pride.

    The campaign showcases the power of paint to transform not only spaces but also perspectives. It builds on the emotional tone and animation style of the earlier brand launch, but dials it up to a national scale turning iconic monuments into canvases of creativity.

    “The film reinforces the influence of colours and our commitment to beautify spaces while contributing to the national spirit and pride,” said Birla Opus Paints CEO Rakshit Hargave.

    Taking the message a step further, Birla Opus Paints head of marketing Inderpreet Singh added, “By showcasing the potential of our paints with places of heritage and deep cultural significance, we aim to create a powerful story of hope reminding every Indian of the beauty around them.”

    Crafted by Leo India and brought to visual life by Brazil’s Zombie Studios, the film uses rich 3D animation to set an immersive mood. “The grandeur and timelessness of the Gateway make it a perfect canvas,” said Leo India chief creative officer Sachin Kamble. “It’s about inspiring viewers to see the familiar through a transformative lens.”

    The campaign is now live across TV, digital, print, radio, and OOH. And yes, the Gateway of India may be made of stone, but Opus shows us how it can still make hearts bloom.

  • Ipsos buys into behavioural brilliance with The BVA Family acquisition

    Ipsos buys into behavioural brilliance with The BVA Family acquisition

    MUMBAI : Ipsos has officially acquired The BVA Family, ticking off all regulatory boxes and marking a major move to bulk up its capabilities in customer experience, behavioural science, and public sector research. The deal, finalised after consultations with employee reps in France and competition greenlights, adds muscle not just at home, but also in the UK and Italy.

    With this acquisition, Ipsos gains a sharp edge in point-of-sale behaviour analysis and government services research — areas where BVA has carved a name for itself. Of particular note is BVA’s behavioural science-led approach and its globally respected packaging research arm, Prs in Vivo.

    Ipsos CEO Ben Page stated, “We are delighted to welcome The BVA Family teams to Ipsos. They now benefit from our global infrastructure, and the opportunities our scale brings them, while our clients will have access to new, innovative solutions. With our strong cultural fit and complementary set of services, we are poised to deliver even greater value to the businesses and organizations we serve.”

    The BVA Family chairmen Gerard Lopez and Pascal Gaudin added, “We are pleased to join forces with Ipsos, one of the world leaders in market research. This partnership allows us to leverage its international presence and solid competencies, significantly enhancing our capabilities to provide cutting-edge analysis and understanding of society and markets to our clients.” Ipsos France will now operate under the name Ipsos Bva, while the teams in Italy will use the name Ipsos Doxa. In the UK, BDRC will operate under the Ipsos brand.

    The acquisition allows Ipsos to scale up BVA’s methodologies and deploy them across its wider international footprint, signalling a serious intent to lead in the evolving landscape of human-centric research.

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  • Sunfeast Marie Light brings cool comfort to Rath Yatra with ‘Surya Vardaan’ caps

    Sunfeast Marie Light brings cool comfort to Rath Yatra with ‘Surya Vardaan’ caps

    MUMBAI: In a heartfelt tribute to faith and fortitude, Sunfeast Marie Light stepped into the spiritual fervour of Rath Yatra 2025 with a campaign that was equal parts thoughtful and innovative. Dubbed Surya Vardaan, the biscuit brand offered cooling caps to thousands of devotees walking miles under the scorching sun.

    Crafted with sandalwood and a unique menthol layer that activates on exposure to sunlight, the Surya Vardaan caps turned harsh rays into waves of soothing relief. As pilgrims followed the chariots of Lord Jagannath, Balabhadra, and Subhadra through Puri’s sweltering streets, the caps delivered more than just physical comfort, they became wearable symbols of care and community.

    ITC Ltd. chief operating officer, biscuits & cakes cluster, foods division, Ali Harris Shere commented “The sun, which symbolizes energy, vitality, and life, is central to our brand. At Sunfeast Marie Light, our biscuits are made from sun-kissed wheat, and we carry that spirit of warmth and care into everything we do. The Surya Vardaan cap is our way of honouring tradition while offering thoughtful comfort to the Puri Rath Yatra devotees”

    The experience zones set up along the route saw thousands gratefully donning the caps, embracing the blend of spiritual symbolism and smart design. Lending star power to the initiative was popular Odia actress Archita Sahu, who participated in the festivities and distributed caps to devotees with folded hands and a beaming smile.

    This quiet act of brand devotion, as much rooted in empathy as engagement, offered a timely reminder: sometimes, the smallest gestures like staying cool on a sun-drenched pilgrimage can carry the most divine intent.

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  • How Vijaya Diagnostics Offers Fast and Accurate MRI Scans

    How Vijaya Diagnostics Offers Fast and Accurate MRI Scans

    PUNE : Vijaya Diagnostics, a leading name in healthcare diagnostics, has been making waves in the medical imaging industry by providing fast, reliable, and highly accurate MRI scans to patients across Pune and beyond. With an emphasis on affordability, expertise, and convenience, the company offers advanced MRI imaging services at competitive rates without compromising on quality. As one of the foremost diagnostic centres in the region, Vijaya Diagnostics has been building a reputation for excellence, providing a seamless MRI scanning experience to its ever-growing customer base.

    The Importance of MRI Scans

    Magnetic Resonance Imaging (MRI) is an essential diagnostic tool used to get detailed images of the inside of the body. MRI scans are crucial for diagnosing a variety of conditions ranging from neurological disorders, joint issues, to muscle injuries, and more. Ensuring timely and accurate MRI results is vital for patients to get the treatment they need as early as possible. At Vijaya Diagnostics, they understand the significance of delivering accurate results quickly to assist doctors in making informed decisions about treatment.

    Why Choose Vijaya Diagnostics for MRI Scans?

    Vijaya Diagnostics stands out from the competition in several key areas. Here are some of the advantages that patients can expect when they choose Vijaya Diagnostics for their MRI scans:

    1. Affordable MRI Scan Costs

    Vijaya Diagnostics offers some of the most competitive MRI scan prices in the region, ensuring that patients do not have to break the bank to access high-quality imaging services. The centre provides transparent pricing, with no hidden fees, making it easy for individuals to make informed decisions about their health without worrying about the cost of the test. Whether it’s for a brain MRI, spine MRI, or any other body part, patients can be assured of receiving affordable and reliable diagnostic services.

    2. A Team of Highly Experienced Professionals

    Vijaya Diagnostics boasts a team of over 200 radiologists who specialise in interpreting MRI scan in Pune with a high level of accuracy. Their collective experience and expertise help ensure that all reports are comprehensive and precise, allowing doctors to make the best possible decisions for patient care. This collaborative approach between highly skilled professionals plays a crucial role in offering a complete diagnostic service.

    3. Convenient Location with Over 140+ Centres

    With a network of more than 140 diagnostic centres spread across 20 cities, Vijaya Diagnostics makes it easier for patients to access quality MRI scans. For residents of Pune, it is a matter of convenience to find an MRI centre near them. The extensive network allows the centre to cater to a wide patient base, reducing wait times and providing fast access to essential medical imaging services. Whether patients are located in the heart of the city or in surrounding areas, Vijaya Diagnostics offers accessible and dependable services to meet their needs.

    4. Home Sample Collection for Blood Tests

    In addition to offering state-of-the-art MRI services, Vijaya Diagnostics also provides home sample collection services for complementary blood tests. This means patients can complete their blood tests from the comfort of their homes, ensuring added convenience and reducing the stress associated with multiple trips to the diagnostic centre. This service is particularly beneficial for patients who may have mobility issues or those seeking a more convenient healthcare experience.

    Quality Assurance: Why Fast Results Matter

    At Vijaya Diagnostics, speed does not come at the cost of accuracy. MRI scans are carried out using cutting-edge equipment that provides high-resolution imaging and fast processing. The centre’s radiologists work diligently to produce accurate results quickly, ensuring patients don’t have to wait long for their reports. In a medical emergency, timely access to MRI results can be crucial in determining the best course of action for a patient’s treatment. With a strong commitment to providing swift yet precise diagnostic services, Vijaya Diagnostics is able to play an essential role in expediting healthcare decisions.

    Affordable MRI Tests: Transparent Pricing and Packages

    Vijaya Diagnostics understands that cost is an important consideration for many patients when seeking MRI services. The centre offers affordable MRI tests across various body parts, with transparent pricing structures for different MRI scans. Whether it is a brain MRI or an MRI of the spine, the prices are designed to be budget-friendly without compromising on the quality of the imaging service provided. This focus on affordability has made Vijaya Diagnostics a popular choice for those seeking high-quality yet reasonably priced MRI tests in Pune.

    Convenient Online Booking and Fast Appointment Scheduling

    In today’s fast-paced world, convenience plays a significant role in patient satisfaction. Vijaya Diagnostics offers a user-friendly online booking system, allowing patients to schedule their MRI scan in Hyderabad or Pune at a time that suits them best. This eliminates the need for long queues and waiting times. Whether patients need an appointment on the same day or at a later time, the centre’s efficient online booking platform ensures that appointments are booked quickly, and patients are attended to promptly.

    Locations Across India: Find a Centre Near You

    For those searching for a reliable MRI scan centre in their locality, Vijaya Diagnostics has a number of locations available for easy access. With multiple centres spread across the country, finding a nearby diagnostic centre is simple and convenient. Whether you’re based in the bustling centre of Pune or in its more suburban regions, Vijaya Diagnostics ensures that you can access their professional services with ease. If you’re looking for a diagnostic centre near you, simply visit the Vijaya Diagnostics website to find the closest location and book your MRI scan appointment in just a few clicks.

    The Growing Trust of Patients Across Pune and Beyond

    Vijaya Diagnostics has built its reputation on providing patients with high-quality imaging services they can trust. The centre’s focus on customer satisfaction, professional excellence, and affordable pricing has led to a growing base of loyal customers. Word-of-mouth recommendations from satisfied patients have contributed to the centre’s increasing popularity, not only in Pune but also in other cities where its centres are located. This growing trust in Vijaya Diagnostics highlights the commitment of the centre to consistently delivering excellent healthcare services.

    Conclusion: A Trusted Partner for Your MRI Scan Needs

    If you’re looking for a reliable, affordable, and professional MRI scan service in Pune, Vijaya Diagnostics is the name to trust. With competitive pricing, expert staff, advanced technology, and a vast network of diagnostic centres, Vijaya Diagnostics ensures that every patient receives fast, accurate, and affordable MRI services. For the best in diagnostic care, turn to Vijaya Diagnostics, where quality and convenience meet to support your health needs. 
     

  • Adani tops growth charts with 82 per cent brand value surge

    Adani tops growth charts with 82 per cent brand value surge

    MUMBAI: The Adani Group has gone from strength to superbrand, topping the growth charts with a jaw-dropping 82 per cent spike in brand valuation — the highest among India’s top 100 brands in 2025, according to Brand Finance’s annual rankings.

    Brand Adani’s value has surged from $3.55 billion in 2024 to $6.46 billion (Rs 55,000 crore) this year, marking an increase larger than its entire 2023 valuation. That’s not just growth — that’s compounding on steroids.

    The jump has propelled Adani three notches up the rankings, landing it at No. 13 on the coveted list, up from 16 last year. The report attributes this leap to the Group’s strategic clarity, resilience in the face of global volatility, and commitment to sustainable growth — a rare trifecta in today’s corporate climate.

    Meanwhile, Tata Group cemented its throne as India’s most valuable brand, becoming the first Indian brand ever to breach the $30 billion mark. It continues to lead the pack on sustainability perception value, while Infosys tops the charts in positive gap value – a measure of consumer trust outperforming expectations.

    Luxury hotel chain Taj held onto its title as India’s strongest brand with a AAA+ rating and a brand strength index (BSI) score of 92.2/100.

    Food delivery major Zomato also made its debut in the top 50, riding on strong brand equity among urban consumers.

    The 2025 edition of the Brand Finance India 100 saw double-digit growth across the top 10 brands, including Infosys, LIC, Hdfc and Reliance, indicating that India’s brandscape is not just expanding – it’s accelerating.

    In a year where perception met performance, Adani’s sharp rise signals that brand value in India is increasingly built on scale, strategy, and sustainable swagger.

    Speaking on the same, Brand Finance’s MD Asia Pacific, Alex Haigh said, “Adani emerged as the fastest-growing Indian brand in 2025. In our assessment, brand Adani’s rise is underpinned by its strong financial performance coupled with high brand equity scores. It is a clear reflection of their investment in integrated infrastructure and the renewables sector.”
     

  • Gold swap gets smarter with Indriya’s zero deduction exchange offer

    Gold swap gets smarter with Indriya’s zero deduction exchange offer

    MUMBAI: Why let your old gold gather dust when it can shine anew without losing a single rupee? Indriya, the Aditya Birla Group’s fine jewellery brand, has unveiled ‘Smart gold exchange’, a bold nationwide initiative that offers India’s only zero-deduction policy on old gold, starting from 14kt upwards. Whether it’s a well-worn 14kt trinket or a family heirloom in 22kt, customers can now exchange their pre-loved gold jewellery at full market value, with absolutely no hidden charges or deductions, a rare promise in an industry notorious for its fine print. The initiative reimagines the traditional exchange process with a sharp focus on transparency, trust, and transformation.

    “At Indriya, we believe trust is the most precious element in every piece of jewellery,” said Indriya CEO Sandeep Kohli. “With this initiative, customers can upgrade to our new collections without losing value. It’s seamless, smart, and sincere.”

    The exchange scheme is now available at all 25 Indriya stores across India, including:

    . Delhi (5)

    .  Hyderabad (4)

    .  Mumbai & Pune (3 each)

    .  Ahmedabad, Jaipur, Patna (2 each)

    . Indore, Surat, Andhra Pradesh, Uttar Pradesh (1 each)

    The campaign doesn’t just appeal to those seeking a style refresh, it targets a broader shift in consumer behaviour, where value retention and brand transparency are gaining currency. By removing deductions regardless of karatage and keeping the process fuss-free, Indriya is not just offering new jewellery, it’s offering peace of mind.

    With the Smart gold exchange, the brand adds sparkle not only to jewellery boxes, but also to the way Indians think about their old gold as an asset ready to be reimagined, not reduced.
     

  • Centerfruit gets tongues wagging with AI challenge

    Centerfruit gets tongues wagging with AI challenge

    MUMBAI: What do you get when you mix flavour, fun, and futuristic tech with zero internet? A rural marketing masterstroke. Centerfruit, from the house of Perfetti Van Melle India, has launched an industry-first voice-based AI campaign that’s got rural tongues wagging – quite literally.

    In a bold move to bridge the digital divide, Centerfruit rolled out the Tongue Twister Challenge in partnership with WPP, BharatGPT.ai, and Google Cloud. Targeted at audiences in rural Uttar Pradesh – where smartphone penetration is patchy and data access even patchier – this initiative lets users engage with the brand using nothing more than a basic feature phone.

    Sharing his thoughts on the campaign, Perfetti Van Melle India marketing director Gunjan Khetan said, “Rural Bharat is an important market for Centerfruit, and while we have been able to reach millions through Television, there are still pockets where narrating our brand story has been a challenge. However, the latest Voice AI tech activation is a game-changer, it allows us to not just reach but have conversations with people outside of the traditional digital ecosystem. By using AI and creative storytelling, we bring the Kaisi Jeebh Laplapayee spirit to life in a way that feels local, effortless, and deeply inclusive. We believe this is a powerful step toward ensuring that no consumer is left out of the conversation, no matter where they are or what technology they have access to.”

    As part of its ongoing ‘Kaisi Jeebh Laplapayee’ campaign, the brand deployed a hyperlocal Voice AI that dialled users directly. All they had to do was give a missed call, and they were in – chatting away in local dialects, tackling tongue twisters, and laughing through a gamified, fully voice-led experience.

    The backend was as sophisticated as the frontend was simple. Deployed on Google Cloud, the experience leveraged BharatGPT and CoRover’s desi LLM optimised for Indian languages and dialects. Users’ voices were streamed and converted in real-time, analysed by Gemini (Google’s AI model), and scored on clarity, pronunciation, and speed. No screens, no apps, just good ol’ vocal cords.

    But the experience didn’t stop at tongue twisters. Users could also ask questions in their native dialects via BharatGPT.ai’s ‘Ask Engine’ and receive instant responses, turning every call into a conversation.

    Google Cloud India VP and country MD, Bikram Singh Bedi added, “Google Cloud’s scalable cloud infrastructure will enable brands like Center Fruit to reach consumers in their native language and Gemini’s capabilities will enable real time scoring which will make the whole user journey exciting while creating more brand recognition. This is a testament to how technology can truly empower businesses and consumers around the globe.”

    Wavemaker CEO – South Asia, Ajay Gupte said, “We believe technology should be an equalizer, not a barrier. Our collaboration on the campaign along with BharatGPT.ai and Google Cloud is a powerful example of how voice-based GenAI can bridge the digital divide and bring playful, immersive brand experiences to audiences often overlooked by mainstream media. By combining creativity with scalable tech infrastructure, we’re proud to help create a campaign that’s as inclusive as it is innovative—one that speaks directly to people, in their language, on the devices they already use. This initiative is a step forward in redefining how brands connect with rural India—not just by reaching them, but by truly engaging them in ways that are local, personal, and deeply human.”

    Hogarth India CEO Karthik Nagarajan said, “This partnership between Perfetti Van Melle, WPP, Google Cloud, and BharatGPT wasn’t about tech deployment – it was about cultural engineering. We built AI not just to answer questions, but to reflect the wit, rhythm, and warmth of everyday Bharat. When creativity meets technology, you don’t just reach people – you resonate. As a content experience company, we specialize in delivering engaging, enriching brand experiences irrespective of the medium. In this case, we are very grateful to Perfetti Van Melle for providing a platform that enabled us to create such an experience at scale for its audience.”

    With this move, Centerfruit hasn’t just taken the road less travelled – it’s made it multilingual, hyperlocal, and powered by next-gen tech. Who said you need 5G to have fun?

  • K-skin wins again as Anua touches down on Nykaa’s beauty shelf

    K-skin wins again as Anua touches down on Nykaa’s beauty shelf

    MUMBAI: From Seoul to serum shelf, Anua the Korean skincare sensation with a minimalist soul has officially made its Indian debut, courtesy of Nykaa. With cult-favourite toners, gentle pore-cleansing oils and spot-busting serums, the brand promises skin that’s not just glowing but also grateful. Known for its “less is more” philosophy and a clean, calming approach to skincare, Anua lands as Nykaa’s latest K-beauty exclusive, reinforcing the platform’s first-mover status in bringing South Korea’s finest skin solutions to Indian beauty bags.

    Whether you’re battling breakouts or just looking for balance, Anua’s star lineup brings together natural ingredients with scientific sensibility:

    . Heartleaf 77 per cent Soothing Toner: Cult-favourite calming toner to soothe inflamed, sensitive skin

    .  Niacinamide 10 per cent + TXA 4 per cent Serum: Skin-brightening booster that targets dark spots and dullness

    .  Heartleaf Pore Control Cleansing Oil: Melts makeup and excess sebum without disrupting the skin barrier

    .  Heartleaf 77 Clear Pads: Pre-soaked toner pads that exfoliate, clarify and calm in one swipe

    “We’re thrilled to introduce Anua to the Indian market through our exclusive partnership with Nykaa,” said Founders Inc. CEO Ryan Lee, brand owner of Anua. “This marks a new milestone in our global journey and we’re here not just to launch, but to build a meaningful skincare community.”

    With Nykaa Beauty’s executive director & CEO Anchit Nayar calling it “clean, calming, and results-driven,” Anua joins an elite K-beauty club already represented on the platform including Dr. Jart+, COSRX, Etude, Aestura, and Laneige.

    Nykaa, which first mainstreamed Korean skincare in India, continues to lead the wave, offering Anua exclusively on its website, app, and across 230 plus retail stores.

    As India’s beauty buffs grow more conscious and curious about ingredients, textures and routines, Anua’s entry is a timely ode to gentler formulations that work hard without trying too hard. It’s glow time, minus the guesswork.