Category: Media and Advertising

The Advertising Club’s annual digital review D:CODE to be presented by Google returns for the fourth edition

Mumbai: Following the phenomenal success of the first three editions of Annual Digital Review D:CODE, The Advertising Club now announces the 2024 edition of D:CODE, Presented by Google. Scheduled to take place on 28 November in Gurgaon at Google’s India HQ, the fourth edition of D:CODE will witness industry stalwarts debate and deliberate on the theme – ‘D:CODE THE NOW: How AI is Revolutionizing Creative, Media, and the User Landscape in India’.

The global marketing and advertising industry has continued to evolve in an accelerated manner since the advent of Artificial Intelligence (AI). Harnessing the power of AI has become increasingly important for brands and agencies in the digital world. D:CODE 2024 will bring together 9 industry experts, including a surprise speaker who will discuss how AI is impacting the marketing and user landscape. D:CODE 2024 will witness participation from tech giants, marketing wizards, market research agencies and advertisers and brands.

The following 8 leaders in addition to a surprise speaker will get 10 minutes each to share insights, present their case, showcase their work and their industry inspirations at D:CODE 2024:

1 Varun Mayya, CEO and Founder at AEOS
2 Jaspreet Bindra, Founder at AI&Beyond and Tech Whisperer Ltd
3 Manish Gupta, Director at Google DeepMind India
4 Kavita Nair, Strategic Advisor at Skewb Analytics
5 Soumya Mohanty, Managing Director and Chief Client Officer at Kantar
6 Siddharth Srinivasan, Head of India at ElevenLabs
7 Shubhranshu Singh, Chief Marketing Officer, CVBU at Tata Motors
8 Azeez Gupta, Founder at Rocket Learning

Speaking on bringing D:CODE back for its fourth edition, The Advertising Club president Rana Barua said, “The Advertising Club’s D:CODE was launched as an engaging knowledge platform that aims to inspire and inform the industry. As per market reports, over three quarter of CMOs are already using generative AI and over the next 3 years the adoption is inevitable. Therefore, it is imperative for us to plan for an AI ready marketing eco-system which is what D:Code aims to address in this chapter. We have curated the best minds who will be driving this narrative along with The Advertising Club for an AI positive future.”

D:CODE chairperson Mansha Tandon said, “AI is driving innovation, increasing efficiency and helping brands and agencies to explore new ways of consumer engagement and communication. With AI as the central theme, D:CODE’s 2024 edition will turn the spotlight on how our industry is leveraging the power of AI, thus helping brands to shine and create clutter-breaking narratives. Collaboratively our 9 distinguished speakers will cover a wide spectrum of all things AI. We look forward to an evening filled with learning and knowledge sharing at D:CODE 2024.”

November 14, 2024
Cloudnine Group of Hospitals launches new campaign

Bengaluru: On Children’s Day, Cloudnine launched a heartwarming campaign that emphasises the deep bond between doctors and mothers.

The campaign highlights the trust that expecting and postnatal mothers place in their doctors—many of whom honor this bond by naming their children after those who supported them throughout their pregnancy journey.

“Our doctors don’t just care for mothers; they form deep, lasting relationships, becoming an integral part of their lives,” said Cloudnine Group of Hospitals chief digital officer & chief marketing officer Suresh Pandiyan. “This campaign celebrates the unique bond between doctors and mothers, with many mothers choosing to name their children after their doctors as a symbol of the trust and care they received.”

The series features real-life stories of mothers who named their children after Cloudnine doctors, symbolizing the compassion, expertise, and unwavering support they experienced. Through this campaign, Cloudnine reaffirms its commitment to providing exceptional care, ensuring every mother and child receives the attention they truly deserve.

November 14, 2024
HDFC Bank Parivartan launches digital campaign #LittleSmilesBigDreams

Mumbai: HDFC Bank through its CSR initiative Parivartan, marked Children’s Day by commemorating its commitment to uplift and empower young minds across India through quality education.

Over the past 10 years, Parivartan has impacted the lives of more than 2.16 crore students, trained more than 20.22 lakh teachers, and supported over 2.87 lakh schools. The Bank unveiled a digital campaign #LittleSmilesBigDreams showcasing the bright young students at schools supported by HDFC Bank Parivartan.

One such inspiring story is from Jamapur, Varanasi district, Kalash and Komal, children of tribal daily wage laborers from Ranchi, Jharkhand, who chose to stay behind during the monsoon migration to continue attending the newly upgraded smart school. Once shy and hesitant, Kalash is now a top-performing student in Class V. Through the collaboration of HDFC Bank Parivartan and Ambuja Cement Foundation, the school now features digital classrooms, modern libraries, science labs, sports facilities, and water coolers. The improved environment has attracted regular attendance from disadvantaged communities, and for the first time, girls outnumber boys among the 148 students.

Looking ahead to 2025, HDFC Bank Parivartan has set clear objectives, as follows:

1) To ensure that 20 lakh students in intervention schools achieve class-appropriate learning levels.

2) To set up smart classes in 3,500 schools, embracing digital education and technology.

3) To provide scholarships to support 25,000 underprivileged students, ensuring access to continued education and a brighter future.

“At HDFC Bank, we believe that education is the cornerstone of a brighter and more equitable future for our communities. Through our CSR initiatives under Parivartan we are doing our part to help transform educational infrastructure, empower individuals, and cultivate resilient communities. We’re invested in building a future where every child can dream big and realise their full potential. This Children’s Day, we reaffirm our commitment to empowering young minds, equipping educators with the skills to inspire, and ensuring the infrastructure is in place for a more inclusive and promising tomorrow,” said HDFC Bank deputy managing director Kaizad M Bharucha.

“Children represent the future of our nation, and we are committed to providing them with the tools they need to thrive. This belief drives us to actively collaborate with government bodies, NGOs, and community organisations to ensure that educational resources and support reach those who need them most. By working in partnership, we harness collective strength to raise the standard of education in government schools, foster an environment that nurtures and supports student learning and paves the way for a brighter future for all,” said HDFC Bank, head, CSR, Nusrat Pathan.

HDFC Bank Parivartan’s educational programs are strategically aligned with the Government’s Sarva Shiksha Abhiyan to enhance the quality of education nationwide. These programs include teacher training, scholarships, career guidance, and infrastructural support, fostering innovation and improving educational quality through remedial classes, learning camps, and specific scholarships for underprivileged children. Parivartan has also introduced smart classrooms in various states, blending technology with conventional learning to create a more engaging and effective educational experience.

Since its inception in 2014, HDFC Bank Parivartan has invested over Rs 5,100 crore in sustainable socio-economic development. Promotion of Education is one of five key focus areas of HDFC Bank’s Parivartan. The other four are Rural Development, Skill Training and Livelihood Enhancement, Healthcare and Hygiene, and Financial Literacy and Inclusion. These pillars are also aligned with the 9 out of 17 United Nations Sustainable Development Goals (SDGs).

November 14, 2024
Coaching centre advertising guidelines drawn up by Indian government

MUMBAI: Coaching centres had better watch out. No more will their promoters be able to make wild claims in an attempt to lure naïve students to take up courses with them. Nor will they be allowed to force students to endorse their courses.

The Central Consumer Protection Authority (CCPA) has issued comprehensive guidelines to address the issue of misleading advertisements in the coaching sector. Guidelines for Prevention of Misleading Advertisement in Coaching Sector, 2024, aim to safeguard students and the public from deceptive marketing practices commonly employed by coaching centers, disclosed CCPA chief commissioner and secretary department of consumer affairs Nidhi Khare at a press meet on 13 November 2024.

The guidelines have been drawn up a by a committee that was chaired by the then chief commissioner CCPA which included representatives from the CCPA, department of personnel & training, ministry of education, Lal Bahadur Shastri National Academy of Administration (as a special invitee), National Law University (NLU) Delhi, law firm and industry stakeholders.

These guidelines are drafted in the wake of growing concerns about false/misleading claims, exaggerated success rates, and unfair contracts that coaching institutes often impose on students. Such practices have been found to mislead students, influencing their decisions by concealing important information, giving false guarantee etc.

Some of the Key Highlights of the guidelines are as follows:

Regulation of advertisements: The guidelines explicitly prohibit coaching institutes from making false claims related to the courses offered, their duration, faculty qualifications, fees, and refund policies; selection rates, success stories, exam rankings, and job security promises and assured admissions, high exam scores, guaranteed selections or promotions.

Truthful representation: Misleading representations about the quality or standard of their services are strictly prohibited. Coaching institutes must accurately represent their infrastructure, resources, and facilities.

Students’ success stories: In a notable move, the guidelines reportedly will prevent coaching centers from using students’ names, photos, or testimonials in advertisements without their written consent—and importantly, this consent must be obtained only after the student’s success. This provision is intended to reduce the pressure student’s face when enrolling, as they are often pushed into signing such agreements upfront.

Transparency and disclosure: Coaching centers will need to disclose important information, such as the name, rank, and course details alongside the student’s photo in an ad. Whether the course was paid for by the student that too must be clearly stated. Additionally, any disclaimers will need to be prominently displayed, with the same font size as other important details, ensuring that consumers are not misled by fine print.

No creation of false urgency: The guidelines will reportedly target the common tactic used by any person engaged in coaching, that is, creating a false sense of urgency or scarcity, such as implying limited seats or exaggerated demand, to pressure students into making immediate decision.

Convergence with national consumer helpline: Every coaching center will be required to partner with the national consumer helpline, making it easier for students to raise concerns or complaints regarding misleading advertisements and unfair trade practices.

Fair contracts: The guidelines are also said to address the issue of unfair contracts that students are often enter into with coaching centers. Coaching institutes will no longer be allowed to use successful candidate’s photographs, names, or testimonials without post-selection consent. This provision is intended to eliminate the pressure that many students face when enrolling in coaching centers.

Enforcement and penalties: Any violation of these guidelines will be treated as a contravention of the Consumer Protection Act, 2019. The Central Authority has the power to take stringent actions against offenders, including imposing penalties, ensuring accountability, and preventing further occurrences of such deceptive practices.

Khare, emphasised that CCPA seeks to work closely with industry stakeholders, consumer organisations, and regulatory bodies to ensure effective implementation and compliance with the guidelines in the interest of consumers and public. She further stated that misleading advertisement in coaching sector will be governed as per Consumer Protection Act, 2019 and the guidelines will bring clarity to the stakeholders and protect consumer interests.

November 13, 2024
The third edition of IAA’s ‘Voice of Change’ summit inspires industry to ‘Break the Bias, Together!’

Mumbai: The International Advertising Association (IAA) India Chapter hosted the third edition of its ‘Voice of Change’ summit, themed ‘Gender Portrayal from 30 Seconds to 3 Hours’, aiming to champion gender-sensitive and equitable content across media.

This impactful event featured an impressive lineup, including chief guest Smt. Smriti Irani, guest of honour Taapsee Pannu and prominent industry leaders such as Srinivasan K. Swamy, Neha Barjatya, Eashwari Deshpande, Anushree Bhattacharyya, Mitrajit Bhatacharya, Neena Dasgupta Anurag Agnihotri, Karthik Nagarajan, Zairus Master, Gautami Kawale, Janaki Amrite and Shreya Jain. The summit highlighted the critical role of the stakeholders of the industry in shaping gender representation and addressed the need to challenge biases.

The day began with a formal lamp-lighting ceremony graced by the chief guest followed by a welcome address by Srinivasan K. Swamy, IAA Mancom Member & Executive Group Chairperson at R.K. SWAMY Ltd.

The summit’s opening session, led by Nina Elavia Jaipuria and Megha Tata, Chairperson and Co-Chairperson of the IAA India Women Empowerment Committee, discussed the evolution of the ‘IAA: Voice of Change’ movement since its inception in 2021.

Reflecting on the initiative, Megha Tata shared: “This journey began four years ago, and it has become a powerful movement in our industry. When I was President of IAA, we launched ‘Voice of Change’ with the objective that, as communication professionals, we must be the change we want to see.” She emphasized the significance of their partnership with UNICEF and Google, which has provided critical data on gender portrayal in media, underscoring persistent stereotypes and the need for progress.

Nina Elavia Jaipuria added: “In the previous editions of IAA: Voice of Change, we covered advertising, television and OTT content, while this edition focuses on gender representation in Digital. Over the years, we have created awareness and sensitized stakeholders of the industry in shaping their perspectives and challenging stereotypes for a more equitable gender portrayal in content. Thus, having a positive influence on consumers and shaping the social narrative. We are delighted to have Google India continue to partner with us in this movement.”

The chief guest of the day, Smt. Smriti Irani, former cabinet minister, engaged in a lively and insightful conversation with Neha Barjatya, IAA Mancom Member and Marketing Director at Google India. Together, they discussed the transformative role content creators play in reshaping the portrayal of women in media and society.

Smt. Smriti Irani delivered a compelling keynote address, stating the lack of visibility and acknowledgement women face despite their contributions. She remarked: “Women do not have a problem speaking or showing up; what we lack is recognition for our contributions. It’s crucial to continue these conversations and support women who strive for their rightful place.” She also powerfully emphasized YouTube’s societal impact and remarked the platform does not just provide access but by giving women in Tier 2 and 3 cities a platform and an audience, we “democratize dreams”.

She spoke passionately about how women have always been present and impactful, yet their contributions are often overlooked, challenging audiences to not only see women but truly hear their voices. Addressing the pressure many women feel to downplay their achievements to avoid labels of arrogance or ambition, she urged women to own their successes openly. Irani noted a generational shift, celebrating young women today who express themselves boldly without apology, contrasting this with the constraints her own generation often faced. She underscored the responsibility that comes with content creation in the digital era, highlighting the need to dismantle stereotypes rather than reinforce them. Irani also reminded listeners that each woman’s journey is unique and deserves respect, calling for collective action to build a legacy where female voices are valued and celebrated, creating a world where all women can take pride in their contributions without reservation.

Neha Barjatya emphasized “At Google and YouTube, we are deeply committed to empowering women in the digital age. We have always fostered inclusivity across our platforms and as we’ve entered the AI era, our commitment continues. We are dedicated to building AI that unlocks creative possibilities and promotes economic opportunity for everyone. We are focused on developing AI responsibly, ensuring it is used to create a safe and equitable platform for all women. We believe that when women succeed, India succeeds.”

In a special address, UNICEF’s Geetanjali Master, Partnerships Specialist in Public & Private Sector Engagement at the UNICEF Delhi office, highlighted the pervasive impact of gender socialization on opportunities for girls in India, emphasizing the role of media and community engagement. She stated: “Gender socialization creates visible and invisible barriers—manifesting as limited educational opportunities, early marriages, and fewer job prospects for girls. As UNICEF engages across India, we see the profound impact media can have. It has the power to reinforce stereotypes or to challenge them. That’s why we’re working with organizations like the Geena Davis Institute to generate real-time insights on gender portrayals, and we recognize the importance of connecting with content creators not only in metros but also in smaller towns and communities. By doing so, we aim to inspire inclusive storytelling that can shift perceptions and unlock opportunities for young girls across India with our continued partnership with IAA: Voice of Change.”

Celebrating gender warriors: The event honored remarkable industry stalwarts who have tirelessly championed gender equity and led by example as protagonists of change. The first recipient of the Gender Warrior award was C.V.L. Srinivas, Country Manager of WPP India, recognized for driving transformative change in the industry. The second Gender Warrior, Smita Sharma, an acclaimed photojournalist and visual storyteller, was celebrated for her impactful work in human rights and gender issues. Through her powerful images featured in National Geographic, TIME and other publications, Smita has brought dignity to marginalized communities while challenging societal norms.

The day’s events were marked by thought-provoking insights, particularly during the first panel, “Conscious Creativity in Digital Content,” moderated by Eashwari Deshpande, Head of YouTube Ads Marketing & Industry Advocacy. Esteemed panelists included content creators Gautami Kawale and Shreya Jain, alongside Janaki Amrite, Associate VP of Content Syndication and OTT Partnerships at Pocket Aces.

The discussion emphasized the transformative role of technology in democratizing both access to content and aspirations, creating a space where everyone has a voice. Deshpande shared YouTube’s commitment to enabling creators to build sustainable careers, transcending barriers of language, literacy, and background.

Slayy Point & The Crash Pad founder Gautami Kawale highlighted the responsibility content creators hold when engaging with Gen Z audiences. Janaki Amrite spoke about Pocket Aces’ commitment to positive representation through channels like Dice Media and Filter Copy. Beauty influencer Shreya Jain discussed navigating stereotypes in the beauty and makeup industry, sharing her journey of maintaining authenticity while shedding light on makeup’s role as both an art form and a major industry.

The session underscored the importance of responsible creation and inclusion, inspiring attendees to reflect on their own creative roles and the potential of digital platforms to promote positive, diverse voices.

The second panel discussion at our event, titled “Digital Advertising through the Gender Lens,” was wonderfully moderated by Anushree Bhattacharyya, Editor, Education and Brand and Marketing, Financialexpress.com. This engaging panel featured industry leaders: Anurag Agnihotri (Managing Partner- Creative, Ogilvy West), Karthik Nagarajan (CEO, Hogarth), Neena Dasgupta (Founder & CEO, The Salt Inc.), and Zairus Master (Chief Business Officer, Honasa Consumer Ltd- Mamaearth).

Anushree kicked off the session by delving into how digital advertising is evolving with gender inclusivity in mind. Anurag Agnihotri discussed his approach to portraying women as strong, independent figures in advertising, especially in campaigns where the aim is to break away from traditional stereotypes. Zairus Master shared insights on Mamaearth’s consumer-centric branding, which places an emphasis on progressive storytelling that resonates with modern, urban audiences. Karthik Nagarajan tackled the topic of stereotypes in product marketing, especially within categories like beauty and personal care. Neena Dasgupta discussed how content creation on platforms like OTT and YouTube is contributing to a more nuanced portrayal of women. She noted that women-centric content often performs well on OTT platforms, reflecting a shift in audience preferences.

The panel closed with a shared sentiment on the importance of creating content that is aspirational, breaking stereotypes, and representing both men and women in roles that reflect today’s society. The discussion provided valuable insights on how advertising can be a powerful tool in reshaping gender perceptions and promoting inclusivity in brand storytelling.

The event was infused with energy and laughter, thanks to a special performance by renowned comedian Neeti Palta. Her sharp wit and relatable humor based on gender portrayals, biases and stereotypes brought a fresh, lively vibe, engaging the audience and drawing waves of laughter from the guests. With her unique perspective on everyday life and her natural ability to connect with diverse audiences, Neeti turned the event into a memorable experience, leaving everyone in high spirits.

The event wrapped up with an engaging and deeply inspiring fireside chat featuring acclaimed actor Taapsee Pannu, moderated by Mitrajit Bhattacharya, IAA Mancom Member and Founder of The Horologists. The session celebrated Taapsee’s fearless spirit, impressive body of work, and commitment to impactful storytelling. Reflecting on her career from her Telugu film debut to her success in Hindi cinema, Taapsee shared insights into her journey, the challenges of taking on complex, women-centric roles, and her drive to explore diverse characters. She spoke about her memorable roles in films like Pink, Mulk, and Saand Ki Aankh, which echo her commitment to challenging societal norms and advocating for women’s empowerment. In addition to her acting, Taapsee discussed her entrepreneurial ventures and her passion for breaking stereotypes.

Google India & Youtube were the presenting partners, while UNICEF the knowledge partner and TVS the associate partner for this event.

Republic Digital was the digital news partner & Crome Talkies, AdGully, Indian Television, Manifest, Mediabrief, MxM India were web media partners whereas Free Press Journal & Hindustan Times were the print partners for this event.

This edition of IAA: Voice of Change summit included powerful voices that engaged in meaningful and inspiring discussions making it another milestone in the journey of the movement, reinforcing our commitment to a more positive and inclusive gender portrayal in media.

November 13, 2024
Smytten celebrates ninth birthday with #TryItAll campaign

Mumbai: Smytten, an Indian product discovery and trial platform, marks its ninth anniversary with the launch of the #TryItAll campaign. Aimed at Gen Z, the campaign focuses on their desire for variety, personalization, and convenience, offering them affordable and risk-free ways to explore new products.

Understanding Gen Z’s preference for personalised experiences and fear of missing out (FOMO), Smytten allows users to try trending lifestyle products with 100 per cent cashback on trial packs. This lets them explore beauty, wellness, and lifestyle trends without commitment, making informed decisions with confidence.

To bring the campaign to life, Smytten has teamed up with youth icons Apoorva Arora, Taaruk Raina, and Kritika Bhardwaj for a series of short films. Each film follows a young protagonist discovering Smytten, where they can freely explore a wide range of products, reflecting the brand’s mission to empower discovery.

Smytten co-founder Swagata Sarangi shared, “When we founded Smytten, our goal was to change how people discover products by creating a platform that truly encourages exploration. Over the years, we have grown alongside our users, embracing their need for choice and personalisation. With #TryItAll, we celebrate this journey. Partnering with talented young artists like Apoorva, Taaruk, and Kritika for this campaign felt natural, they represent the same spirit of curiosity and openness that Smytten stands for. They bring our message to life, making the journey of trying and exploring products feel even more relatable.”

Smytten co-founder Siddhartha Nangia, “At Smytten, we understand that for today’s consumers, having the freedom to try is just as important as making the final purchase decision. We have created a space where discovery feels effortless and genuinely enjoyable. This anniversary is more than a milestone; it’s a reminder of our ongoing mission to redefine discovery and create new ways to bring excitement to the experience of choice.”

In celebration of its anniversary, Smytten also introduces special perks, including:

● Nine trial points for ₹199

● Freebies with every trial order

● Up to 90 per cent off on trending brands.

With a thriving community of over 20 million users, Smytten redefines product discovery in India, empowering an entire generation to make exploring new products as rewarding as choosing them.

November 13, 2024
Tops joins Horn OK Please festival as presenting partner

Mumbai: GD Foods MFG (I), the company behind Tops, has announced its partnership with the Horn Ok Please Festival as the ‘presenting partner’ for the 13th edition. The festival will take place on 16 and 17 November 2024 at JLN Stadium in Delhi, featuring a vibrant lineup of Punjabi superstars, rappers, and hip-hop icons.

As the presenting partner, Tops will play a key role in curating an exciting mix of food, music, and cultural experiences that reflect the energy of today’s youth. Known for its diverse range of products that combine taste, quality, and trendsetting appeal, Tops sees this collaboration as a great way to connect with a dynamic, culture-driven audience. The brand has been associated with the Horn Ok Please Festival since 2019.

“We are thrilled to partner with Horn Ok Please as the Presenting Partner,” said GD Foods vice chairman Dr Nitin Seth. “Our brand has always embraced the enthusiasm and creativity of young people, and this festival embodies that same spirit of innovation, self-expression, and cultural celebration. This association offers an exciting opportunity for us to engage with the vibrant youth of today, supporting an event that reflects their versatile talents and passions, and their love for music and food. We are committed to delivering a brand experience that resonates with the ever-evolving tastes of our consumers, and this collaboration aligns perfectly with our mission of delivering India ka top taste to our consumers.”

As part of the collaboration, Tops will also introduce a series of exciting activations and engagements at the event including a specially curated menu of delectable dishes prepared with Tops products, further enhancing the festival’s immersive vibe and offering fans a chance to engage with the brand in new and innovative ways.

November 13, 2024
Fireside Ventures appoints Adarsh Menon as operating partner

Mumbai: On 12 November 2024, Fireside Ventures, an early-stage venture fund focused on consumer brands, appointed Adarsh Menon as operating partner. This strategic addition aims to bolster the leadership team as Fireside Ventures continues its growth trajectory.

In his new role, Menon will serve on the boards of select portfolio companies, offering his expertise and strategic insights. With a robust 23-year career spanning sales and marketing leadership at esteemed organisations like Flipkart, Hindustan Unilever Ltd, and GlaxoSmithKline Consumer Healthcare, Menon brings exceptional skills in team building, mentoring industry leaders, and driving business growth.

Fireside Ventures, founder & managing partner, Kanwaljit Singh expressed, ‘We are delighted to welcome Adarsh to the leadership team and in the Fireside family. As we continue to grow and evolve as a fund, it’s essential to bring in leaders who share our passion for building sustainable, iconic consumer brands. Adarsh’s impressive track record in scaling businesses, coupled with his deep expertise in FMCG and e-commerce, makes him an invaluable asset to our team and portfolio companies. His appointment reinforces our commitment to supporting entrepreneurs with top-notch expertise, and we’re confident that his mentorship will help our companies navigate the complexities of the consumer landscape.’

Menon shared his enthusiasm, stating, “Fireside has built a strong niche and stature in the ecosystem by living and practising the value of ‘Good’ – being founder-first and helping brands do good to do well. The track record of building purposeful brands is truly inspiring! I am delighted to join Fireside and be a part of this amazing journey.”

November 13, 2024
Tata Tea Gold VitaCare unveils AI-driven campaign for Vitamin D Day

Mumbai: A 2021 study in the journal of nutritional science revealed widespread vitamin deficiencies in India, with 70 per cent of the population affected by vitamin D deficiency (VDD) and 53 per cent by vitamin B12 deficiency. These deficiencies are prevalent across age groups and regions, particularly in urban areas due to limited sun exposure.

In recognition of World Vitamin D Day, Tata Tea Gold VitaCare, from Tata Consumer Products, launched a campaign to raise awareness about Vitamin D deficiency and the need for convenient wellness solutions.

Tata Tea Gold VitaCare, enriched with Vitamins D, B12, B6, and B9, offers a simple way to meet 30 per cent of daily intake of these essential vitamins with just two cups of tea. Vitamin B6 helps reduce fatigue, Vitamin D supports bone health, Vitamin B12 aids energy metabolism, and Vitamin B9 supports blood formation.

Tata Consumer Products president – packaged beverages, India & South Asia, Puneet Das said, “With Tata Tea Gold VitaCare, we bring consumers a convenient way to consume a part of their daily vitamin intake in daily routine. We have been leveraging innovations to drive convenient & wellness options in tasty, everyday consumable beverages. This campaign underscores our commitment to making conscious choices accessible, convenient and delicious, enhancing the consumer experience.”

This awareness-driven campaign also highlights the first-of-its-kind acrylic mirror insert in print media, along with a digital AI filter ‘Face Test,’ to drive consumer engagement. These interactive elements aim to build awareness about vitamin D deficiency on the occasion of World Vitamin D day.

November 13, 2024
Slurrp Farm & Zepto partner for a special Children’s Day campaign

Mumbai: Slurrp Farm, India’s millet-based children’s food brand, has partnered with Zepto for a special Children’s Day campaign.

The collaboration builds on Slurrp Farm’s #DigTwistSlurrp initiative and marks the first time the brand includes an in-app experience, featuring a playful ‘Yummy!’ chime when Slurrp Farm products are added to the cart.

The campaign aims to expand the healthy snacking category and promote healthy eating habits. The campaign film follows Zepto’s delivery partner, Prakash, as he joins kids in a lively dance, showcasing the fun and fast delivery of wholesome products.

Wholsum Foods co-founders Meghana Narayan and Shauravi Malik shared: “At Slurrp Farm, we believe snacking should bring joy, not guilt. Our products are made with love and free of nasties like palm oil, refined sugar, and maida – and our noodles are never fried. This collaboration with Zepto reinforces our commitment to making nutritious, tasty snacks easily accessible. We’re especially delighted by Zepto’s playful sonic touch – a cheerful ‘yummy!’ every time a Slurrp Farm product is added to the cart – which perfectly captures the joy we associate with guilt-free snacking. By creating zero-junk options, we enable parents to offer kids their favourite treats while ensuring they stay healthy in the long run. Together, we’re redefining indulgence as something wholesome, fun, and worry-free.”

“As families in India become more conscious of the nutritional quality in children’s snacks, the demand for healthier, great-tasting options is driving significant growth in this category. I thank our Sellers for having enabled this. The partnership with Slurrp Farm is a response to this shift, combining Zepto’s speed with their zero-junk promise to deliver trusted, kid-friendly snacks to homes in minutes. Together, we are making it easier for parents to meet the nutritional needs of growing kids without sacrificing taste,” said Zepto chief brand officer Chandan Mendiratta.

Slurrp Farm meets the demand for healthy options with its zero-junk promise, offering over 55 wholesome products, including cereals, snacks, and superfoods. The range includes millet-based breakfast items like pancakes, dosas, and upma, as well as snacks like noodles, pasta, cookies, and puffs, making healthy eating easy for families. The products contain no additives, preservatives, or artificial flavors—just trusted ingredients that are good for you, the planet, and farmers. The campaign film was developed in-house by Slurrp Farm’s brand team.

November 13, 2024