Mumbai: Blissclub, a homegrown activewear brand for women, is thrilled to announce the launch of its groundbreaking brand campaign, introducing the 100-day buy and try policy. This initiative aims to redefine the customer experience by offering a risk-free opportunity to try its activewear products for an extended period of time.
Research indicates that women find even the most expensive activewear starts to fade, lose shape and wear out after vigorous activity and multiple washes. To counter this problem, Blissclub has spent years engineering super technical activewear products that are insanely durable and look, feel & fit the same year after year. The newly introduced 100-day buy-and-try policy allows customers to purchase best-selling Blissclub products and try them for a full 100 days, without the pressure of commitment.
Blissclub’s 100-day buy and try policy is simple and hassle-free. If, within 100 days of purchase, a customer is not fully satisfied with their product, they can return it for a full refund. “We believe in the power of our products, and this policy demonstrates our commitment to customer satisfaction and confidence in our brand,” said Blissclub founder & CEO Minu Margeret.
The campaign that went live on 22 June consists of a film showcasing the journey of a woman who’s constantly tempted to shop via sales but is unable to because her Blissclub leggings look as good as new despite her best efforts to ruin them. On social media, the brand took to showing all the damages the policy does not cover, via hilarious films that show Blissclub products being microwaved, shredded, and more.
Mumbai: Sociowash, an integrated advertising agency, proudly presents SW AI Studios, a groundbreaking vertical that provides AI-led advertising solutions for brands. We currently are at the precipice of a new era, powered by AI. With SW AI Studios, Sociowash is stated to embrace this new era, to be ahead of the curve and offer a comprehensive suite of AI-led services, by pioneering India’s very first end-to-end AI advertising solutions agency.
“Our mission with SW AI Studios is to revolutionise the marketing landscape by unlocking the immense potential of AI, globally” stated Sociowash co-founder Pranav Agarwal. “We are extremely excited to bring these new solutions to brands and empower them by utilising advanced AI tools and services that optimise marketing activities with unbelievable TAT, cost-efficient benefits, and data-driven strategies.”
With the motto, ‘Crafted by AI, perfected by humans’, SW AI Studios leverages cutting-edge AI technologies to deliver a range of transformative services that enhance marketing campaigns.
The new vertical helps brands to create engaging content for social media, research papers, and more; enhance website development with thought-provoking & user-friendly website and landing pages. Improvise branding with next generation data-analysis, market research, and strategies for a personalised customer experience. Transform image creation with hyper-realistic visuals and future-led creatives. Redefine video creation for explainer to brand videos and much more, all powered by AI.
Going beyond just standard solutions, SW AI Studios will also help brands with bespoke solutions for more nuanced marketing requirements. This new vertical provides the perfect balance of using the intelligence of AI with the human touch of smart creative professionals, offering unparalleled time and cost benefits for brands.
SW AI Studios offers an invaluable time benefit, made possible through the power of AI-driven automation. Tasks that previously required significant human effort and time are now executed swiftly and seamlessly, allowing marketing professionals to allocate more time to strategy, innovation, and client engagement. The result? Enhanced productivity and exceptional campaign outcomes that leave a lasting impact.
In addition to time benefits, SW AI Studios introduces remarkable cost benefits for brands. By leveraging AI-powered tools and solutions, they can optimise their operations, reduce manual labour costs, and achieve higher levels of efficiency. This cost-effectiveness enables this vertical to provide competitive pricing while maintaining superior quality, giving them a distinct edge in the market.
“SW AI Studios represents a paradigm shift in the advertising industry,” emphasised Raghav Bagai, co-founder of Sociowash. “Our AI-led advertising solutions agency offers a transformative approach that empowers brands with unparalleled capabilities, enabling them to focus on strategic initiatives and exceed their expectations.”
As pioneers in AI-led advertising solutions, SW AI Studios is poised to redefine the marketing landscape in India. By seamlessly merging technology and creativity, this vertical empowers marketing professionals to unlock their full potential, delivering remarkable results for brands across various industries.
Mumbai: Canara HSBC Life Insurance is thrilled to be working with Amazon Ads for an innovative on-box advertising campaign. As part of the collaboration, Canara HSBC Life Insurance will use Amazon Ads’s unique on-box advertising #UnboxingHappiness to promote its latest savings-cum insurance plan, the “iSelect Guaranteed Future Plan”.
‘Amazon Ads’ On-box advertising is available on its delivery boxes and packages being delivered to customers. Canara HSBC Life Insurance is delighted to utilize this space to enhance awareness and effectively communicate the benefits of “iSelect Guaranteed Future Plan”. A unique QR code is placed on the box which customers can scan to reach the Canara HSBC Life Insurance online buying platform and enquire about or purchase the specific plan.
With delivery of the branded boxes directly to customers’ doorsteps, Canara HSBC Life Insurance aims to reach and connect with relevant audiences. The campaign will focus on key metropolitan cities including Mumbai, Delhi, Bangalore, Hyderabad, Kolkata, and Chennai.
Canara HSBC Life Insurance chief digital & strategy officer Rishi Mathur stated, “We are thrilled to work with Amazon Ads for this innovative advertising campaign. Amazon Ads’s on-box branding service is on point in helping us reach out in a unique and impactful way to our audience and showcase “iSelect Guaranteed Future” plan as well as further amplifying our digital presence across segments. The collaboration aligns perfectly with our goal of leveraging new opportunities to engage with our potential customers. We are confident the collaboration will drive product awareness and prompt customers to explore company’s digital offerings.”
Commenting on the association, Amazon Ads India director Vijay Iyer said, “We’re excited to collaborate with Canara HSBC Life Insurance on this on-box advertising campaign. With on-box branding, Amazon Ads is helping advertisers truly think ‘outside the box’. Though not out-of-home advertising in the typical sense, the boxes serve as mini billboards, allowing brands such as Canara HSBC Life Insurance to deliver relevant marketing at scale.”
Canara HSBC Life Insurance is committed to delivering innovative solutions that cater to the evolving needs of the customers; the on-box advertising by Amazon Ads is a step towards surprising and delighting customers.
Mumbai: Swiss Beauty has launched an exciting and ground-breaking campaign, ‘For all that you are. For all that you can be’. The campaign stars the remarkable actress and brand ambassador Taapsee Pannu, who embodies the essence of celebrating one’s unstoppable, distinctive, and fearlessly expressive personality. In a world where conformity or toeing the line often takes the lead, the brand aims to break barriers and unleash the authentic and uncomplicated beauty that resides within each one of us.
The campaign kicked off with Taapsee sharing the teaser, ‘Taapsee vs The World’, on her Instagram, which quickly gained traction on social media and created a sensational buzz in the entertainment industry. In just 5 hours, #TaapseeVsTheWorld became the top trending hashtag on Twitter, garnering over 14.7 million impressions. On Instagram the teaser was an instant sensation, with many notable bollywood paps and entertainment channels wondering what was Taapsee upto garnering Swiss beauty a cumulative reach of 54.1M reach
After taking social media by storm with the intriguing teaser, Taapsee unveiled Swiss Beauty’s innovative campaign by posting a captivating video on Instagram. In the film, Taapsee Pannu, known for her versatile roles and brave choices, perfectly embodies the spirit of the brand. She fearlessly adorns different shades and colours, using makeup as a powerful tool to express herself in the face of societal pressures. It is emblematic of Swiss Beauty’s consumers – vocal, authentic, and defining success on their own terms. The video highlights how the brand’s extensive range of high-quality products empowers individuals to be who they truly are and become who they aspire to be. From vibrant eyeshadows to bold lip colours, a diverse range of cosmetics enables individuals to unleash their creativity and showcase their unique personalities. The film is expertly produced by Yellawe Production, with the renowned cinematographer Ayananka Bose serving as the DOP and Anish Dedhia as the director.
Swiss Beauty CEO Saahil Nayar said, “We believe in the power of empowerment, self-expression and celebrating individuality. Through this campaign, we want to inspire everyone to embrace their true selves, fearlessly express their unique beauty, and confidently pursue their dreams. Swiss Beauty is not just a makeup brand but a platform for empowerment and self-discovery. We are excited to embark on this journey with Taapsee and arm individuals to be whoever they are today and become whatever they want tomorrow.”
Taapsee Pannu remarked, “Brands that matter are brands that have a story to tell. Swiss Beauty is all of it & more: grew from the ground up with a super strong aim of making makeup dependable, comfortable, yet high-performing. I’ve always been drawn to products that do more than they cost, and Swiss Beauty truly embodies this principle. Their makeup range offers a diverse set of choices & voices that speak to the youth & almost everyone!”
“Feels good to be attached to the brand, and look forward to working together to set new beauty standards that resonate with the modern outlook,” she added.
As a part of the campaign, Swiss Beauty will also conduct an OOH campaign to increase awareness across 25k retail touchpoints, as well as a 360-degree social media activation throughout the year.
Mumbai: Wavemaker India, has won the media mandate of KRBL Ltd, world’s largest miller and exporter of basmati rice. India Gate, the World’s No. 1 Basmati rice is the flagship brand of KRBL.
Headquartered in Noida, KRBL is known for its premium quality of basmati rice sold globally. The account will be managed out of Wavemaker’s Delhi office.
On this new partnership with Wavemaker, KRBL India head of marketing Kunal Sharma said, “KRBL with it’s flagship brand India Gate is focussed on playing the role of category captain in the basmati rice segment. While the brand has launched multiple new communications for specific markets pan-India, the need of a robust 360-degree media strategy and planning approach to support this new communication strategy was felt because of which a media pitch was called for. After a rigorous process of presentations and evaluation, we are happy to share that Wavemaker India has won the mandate to be our partner in this interesting phase of the category’s journey. With its strong team and multi-media capabilities, we feel that this relationship is going to be an extremely rewarding one.”
Wavemaker CEO – South Asia Ajay Gupte commented on the win, “We are thrilled to announce our exciting partnership with KRBL, a truly remarkable heritage brand with an illustrious 130-year old history and an indisputable stronghold in the market. With our extensive expertise in media and consumer journey, driven by robust data capabilities, we are supremely confident in our ability to bring the Wavemaker touch to KRBL’s marketing endeavours, thereby taking the brand to new heights of success and excellence.”
Commenting on the win, Wavemaker India chief client officer & head – North and East Mansi Datta said, “We are quite thrilled to have gained this mandate. KRBL’s conversations are rich in emotional connections with the audience. We are convinced that with our unique expertise on board, we will work towards campaigns which align with KRBL’s mission as a brand and generate interesting buzz and conversations, allowing it to continue to be a trailblazer as it has been for so long.”
KRBL’s remarkable journey began more than a century ago with two brothers. The legacy has grown to become the world’s largest Basmati rice brand. Their most popular brand – India Gate – is often rated as the world’s best basmati rice. KRBL is a worldwide trusted brand that offers a variety of quality products in the basmati rice, non-basmati rice, and health food segments that include Quinoa, Chia seeds, Flax seeds, Brown rice & Low GI Rice. With almost a century of industry expertise, KRBL Ltd has established itself as a world leader in the Basmati rice sector.
Mumbai: Suta, an artisanal brand best known for reviving heirloom crafts with a contemporary twist, unveils the face of its Pride campaign, who is also a rising super star in the LGBTQiA+ community – Sushant Divgikr aka Rani KoHEnur. The highlighted collection comprises unique, extravagant and head-turning pieces that defy convention and classification to showcase design at its interpretative, imaginative best.
Elaborating on this collaboration, the brand reveals that Divigikr embodies the combination of substance and inclusivity, as well as the brand’s core values of inclusivity and individuality. This makes Divigikr the perfect representative for Suta’s second Pride-themed collection, which is a celebration of individuality, beyond labels and prejudices. The collection comprises ornate sarees, statement blouses and designer pantsuits, harnessing materials as diverse as organza silk, viscose and denim. The fabrics and colour palette used are rich and luxurious, and each piece is embellished with hand-embroidered sequins, ruffles and other detailing to create a multi-dimensional, luxurious wearing experience. The designs are bold, avant-garde and head-turning – a testament to Suta’s wide-ranging design capabilities. Each of these pieces is made-to-order, and a true labour of love by Suta’s skilled artisans.
Speaking of the collaboration, Suta co-founder Sujata Biswas said, “Our Pride collection this year is inspired by individuality, in its truest sense. The pieces are extravagant, elegant and eloquent, appealing to the sensibilities of the contemporary wearer seeking statement-making festive and occasion wear. Inclusivity has always been a very strong part of the brand’s identity and is evident in its visuals, language and even its hiring practices. For us, Sushant Divgikr is the perfect fit as a brand campaign ambassador as they personify gender-fluid creativity with their signature sass. And we are all for it!”
“I’m excited to be the face of Suta’s Pride collection – This is ME. I love their designs and the impeccable detailing that goes into each of their statement pieces. As a garment, the sari is glamorous and versatile. The Suta team has been making waves since their inception and has made such a significant impact on the weavers’ community. I want to contribute my efforts towards showcasing our rich artisanal heritage through this collection, and ensure we all look and feel our uninhibited best,” said Divgikr.
Mumbai: MediBuddy, India’s digital healthcare platform, is constantly revolutionising the Indian healthcare sector through innovation in their core offerings of online video doctor consultations. MediBuddy’s vision is to make high-quality healthcare accessible to a billion Indians. The platform promises to deliver an online video consultation with a specialist doctor in 10 minutes, 24X7, 365 days a year.
The campaign focuses on creating a healthier India by launching a series of targeted brand films featuring Amitabh Bachchan. In today’s time, individuals are increasingly demonstrating an inclination towards adopting a health-conscious lifestyle. However, when people are unwell, they overlook the importance of seeking expert medical attention. This is due to common belief that they can self-treat or because they willingly accept unsolicited advice. MediBuddy aims to change this prevalent behaviour by making users realise that an online video consultation with an expert doctor can be availed from the convenience of their home or anywhere within 10mins.
Speaking about the campaign, MediBuddy co-founder & CEO Satish Kannan said, “It’s been our vision to make high-quality healthcare accessible to a billion Indians. We constantly invest in technology to bridge the urban and rural healthcare divide. Our platform will provide our fellow Indians with the convenience of consulting a doctor on video in 10 minutes, ensuring accessibility to expert doctors and healthcare services. This will help them make informed decisions, leading to a healthier community. We are confident that the desired message to raise awareness about the convenience and accessibility of online video doctor consultations will create a shift in existing mindset amongst people at large and enable them to make healthier choices.”
MediBuddy head of marketing, partnerships & PR Saibal Biswas added, “The new brand campaign is based on the fact that people usually make arbitrary decisions or procrastinate in seeking expert medical attention. It aims to create a top-of-mind recall for choosing online video doctor consultation actively challenging the accepted status quo. It emphasizes that accessing expert medical consultation can be as convenient as everyday online activities like banking, shopping, and food delivery. Mr. Bachchan’s portrayal in the ad films echoes MediBuddy’s positioning as an expert caregiver who is always there to assist users during their healthcare journey. In the ads, Mr. Bachchan pops out of the mobile phone magically in a never seen before avatar, as a buddy and a living personification of the MediBuddy app.”
MediBuddy’s services are available in 16 languages, making it accessible to people from diverse regions and linguistic backgrounds. Moreover, with 22+ specialties available, MediBuddy caters to various medical needs, making quality healthcare accessible to a billion Indians.
Mumbai: Daawat Basmati Rice has created a unique occasion for Biryani lovers across the World by celebrating World Biryani Day across the globe on the first Sunday of every July, this year on 2 July. Daawat Basmati Rice is providing an opportunity to all Biryani lovers to express their adoration for this dish that has distinctive Indian flavours but still enjoys universalized appeal across countries and cultures. This day calls for Biryani Lovers across the world to celebrate this exemplary dish by enjoying Biryani with their friends and family in their own inimitable ways and keep the Biryani mania going.
Many of the popular dishes from multiple cuisines have their own dedicated day. This has inspired Daawat Basmati Rice to coin ‘World Biryani Day’ to celebrate the world’s most favourite dish.
Speaking on the occasion, LT Foods Ltd. CEO- India & Far East Market Ritesh Arora said, “Biryani is more than a product, it is a celebration of being together. The love for Biryani is truly universal cutting across countries & cultures, transcending all age groups. As one of the leading Global Basmati Rice brands, Daawat believes Biryani should have a special day, an occasion to celebrate this delectable iconic dish, an appetite for which can almost never be satiated. LT Foods is committed to facilitate the consumers to celebrate World Biryani Day with its flagship variant Daawat Biryani and recently launched Daawat Biryani Kit. Biryani Day ko aaiye, jashn ke iss din ko biryani ke saath banaiyein aur manaiyein.”
To create awareness of World Biryani Day, Daawat Basmati Rice will be launching an extensive 360-degree multi-country digital campaign supported by a television, Digital, radio campaign, an outdoor and an influencer both national and regional marketing initiative, which will all culminate on 2 July with on-ground events as well.
Mumbai: In today’s busy life this campaign aims to capture the unstoppable spirit of mothers in protecting the dreams and aspirations of their children that enable them to live their life #ZindagiUnlimited.
Edelweiss Tokio Life Insurance established nationwide operations in July 2011 with an immovable focus on protecting people’s dreams and aspirations. Guided by customer insights, Edelweiss Tokio Life has been offering need-based and innovative life insurance solutions to help customers live their #ZindagiUnlimited. With a customer-centric approach, the company endeavours to build a multi-channel distribution network to effectively serve its customers across the country. As of March 2023, the life insurer has established 109 branches in 88 major cities
Abhishek Gupta is currently the chief marketing officer of Edelweiss Tokio Life Insurance. As the chief brand champion, Gupta manages the reputation of the company by promoting its diverse and innovative range of product offerings and services. Leveraging the power of storytelling and creativity, Gupta aspires to deliver inclusive and strategic communications that can make the brand stand out as a new-age life insurer. Helming a team of ambitious and creative minds, Abhishek has been harnessing the company’s product innovations and superior customer experience to set advertising benchmarks in the industry. He also leads the Customer Experience strategies for the company and strives to build a differentiated brand experience that can foster customer trust and advocacy.
Indiantelevision.com in an email interaction with Abhishek Gupta – CMO – Edelweiss Tokio Life Insurance. He spoke on the recent Mother’s day campaign, the robust changes in the Insurance sector and much more.
Edited excerpts
On the performance YoY and the challenges faced due to competition in this sector
The Life Insurance industry is witnessing robust growth due to the increase in awareness that was made apparent by the pandemic, an ease in the regulatory environment, and other macroeconomic factors. We are also observing dynamic changes in the guidelines of the Insurance Regulatory and Development Authority of India (IRDAI). These reforms enable the chance of new entrants in the life insurance space. Such changes will provide a healthy competition that is in fact needed. At the same time, it will make space for microinsurance that will cater to the minute needs of customers. An increase in the number of life insurance companies will only aid the sector to cover the protection gap that exists in our country. The Economic Survey 2020 demonstrated an insurance penetration of 4.2 per cent of the GDP in 2020, a clear markup from the 2.7 per cent recorded in 2001. These positive transitions will further bolster the efforts of the insurance sector to meet the IRDAI vision of insurance for all by 2047. The company has also achieved a Claim Settlement Ratio of 99.20% which is among the top quartile in the sector.
Given that the current FY is the first year that was not marred. by the pandemic it had proven to be a bright side for the insurance industry while several other sectors were adversely affected by the pandemic. Measures announced by the industry regulator such as the Sandbox models and an ease in limit for corporate tie-ups gave the industry a significant boost to recover from the challenges posed by the pandemic. Since its inception, the company has grown at a CAGR of 44 per cent and has doubled its business in the last five years. In FY 23, Edelweiss Tokio Life reported a 20 per cent YoY in its individual APE. This performance was complimented with a Net Promoter Score, an indicator of customer satisfaction, that has remained around 55 throughout the year.
On the new film/campaign showcasing the resilience of a mother and the brief to the agency
In our Mother’s Day film, we have aimed to capture the unstoppable spirit of mothers in protecting the dreams and aspirations of their children that enable them to live their life #ZindagiUnlimited. At Edelweiss Tokio Life, we have a strong insight-gathering process driven by our advisors and distribution partners that keeps us attuned to the customer’s pain points. The insights derived through this process have been captured in the film that portrays a true story of an Edelweiss Tokio Life customer who was deemed to take charge of the household and business post her husband’s death. While a life insurance claim enabled financial stability, she had to work towards overcoming several day-to-day challenges so that her limitations wouldn’t turn into her child’s limitations. This film is the first among a series of claim stories in which we intend to capture the objective of showcasing the human and real-life impact of life insurance claims.
Our brief to the agency was very simple, through the film we wanted to shift the spotlight onto the people who are behind the claim settlement numbers by sharing their inspiring stories of resilience and how they strive to overcome their limitations after experiencing life-altering events. By emphasising on these real-life experiences, we wanted to make known to all how life insurance plays a crucial role in facilitating financial stability during challenging times. We hope to place before all the true value and significance of life insurance by reminding everyone that is not just a financial tool but a lifeline that provides security and peace of mind in times of adversity.
On the strategy behind a series
As I have mentioned before, the film is the first among a series of claim settlement stories. The idea behind this is to bring to light the real-life impact of life insurance claims. By focusing on the real experiences of our claim settlements, we want to bring about the necessary awareness around the importance of life insurance and how it provides financial stability during challenging times. We also want to encourage people to fulfil their dreams and aspirations despite the loss of a loved one.
We have designed this series to not only put our work into perspective but also to evoke a sense of pride in our employees and our distribution partners who play a significant role in securing people’s lives.
On the misconception that claims take very long to settle as a company and the initiatives you will take to make it stress-free
At Edelweiss Tokio Life, the entire retail buying, and servicing experience has undergone a transformation in the last decade. With the ever-evolving and increasing consumer demand, brands are striving to recognize and keep up with the need of every individual. In order to meet the expectations of the customers, brands must leverage intelligent personalization tactics to keep consumers engaged and returning back for more. Edelweiss Tokio Life has continued its work towards the adaptation of changes to provide optimal solutions to our distributors and consumers.
As an effort towards the same, our claims process is completely digitalized. Especially during the pandemic, special efforts were made to digitally enable our customers to intimate and process claims. Our aim was to prevent customers from visiting branches in the middle of a public health crisis. Due to these efforts, we were able to achieve a claims settlement ratio of 99.20% in FY 23.
On the awakening when it comes to insurance
The Covid-19 pandemic has redefined the manner in which people perceive and address financial risks at individual levels. Though the uncertainties placed before them they were now made aware of the importance of life insurance in financial planning. People are now keen on term insurance as the necessity of a pure protection solution is apparent. We have also noticed more and more people opting for term insurance and guaranteed plans as it brings a sense of stability to a long-term financial plan. While there is an increase in awareness, we still have a huge penetration gap of life insurance in our country. We also face a situation of underinsurance which must be addressed.
The risk landscape has only been evolving with the emergence of natural disasters, health crises, economic uncertainties such as inflation, and so on. Hence, investing in life insurance provides a safety net for your loved ones as it brings about the needed financial security in case of misfortune.
As the insurance sector is evolving into a sunrise sector of the Indian economy. With the recent turn of events, the insurers are looking at not only expanding their presence but also scaling up. This will help in reducing the prevalent penetration gap. It will also become one of the top industries to provide employment opportunities to Indians. Aligning with these targets the insurance industry has taken on a journey of reorienting workplace strategies that will make the insurance sector more lucrative for employment.
Mumbai: DECIML, a micro-investing fintech platform aimed at inculcating the habit of investing among youngsters, has onboarded Ranveer Allahbadia as its investor. The company is looking for influencers to promote their app but got an interest from Ranveer Allahbadia aka Beer Biceps in becoming an angel investor. A hysterical video released by the company as a part of its brand awareness campaign shows how he was approached and decided to invest in the brand instead.
The brand gears up to announce more such epic investor collaborations with intriguing videos to be released soon. The creative agency that has conceptualized and written the campaign is Bare Bones Collective. Writers include Girish Narayandass, Anuya Jakatdar, and Sainee Raj. The excitement is about to reach astronomical levels.
DECIML is a platform that rounds up the user’s expense to the nearest ten and invests the difference so that they can invest as they spend. These small investments add up, and without straining their pockets, users can invest a substantial amount by the end of the year. The platform thus capitalizes on the power of compounding to help its users grow their money. It also helps them become financially disciplined and more aware of the benefits of investing.
