Mumbai: Royaloak Furniture has launched its ‘Royal Festive Sale’ for the festive season. The campaign highlights discounts of up to 70 per cent on all products, offering families a chance to transform their homes for the holidays.
Conceptualised by Royaloak, the campaign emphasises creating lasting memories at home with the brand’s offerings. It encourages customers to upgrade their home furnishings and decor at affordable prices. The brand film uses wit to showcase the design and affordability of Royaloak furniture, playing on the envy of neighbors as a motivator to purchase new products.
Royaloak Furniture chairman Vijai Subramaniam said, “The festive season TVC encapsulates the warmth and joy of family gatherings, which are at the heart of every celebration during the festive season. Through Royaloak’s special offerings, we aim to make quality furniture accessible to everyone, ensuring that every family can create a home filled with love and memories.”
Mumbai: To mark International E-waste Day, Panasonic Life Solutions India has announced the fifth edition of its flagship #DiwaliWaliSafai campaign. According to a United Nations Trade and Development (Unctad) report published in 2024, India saw the highest 163 per cent growth globally in generating electronic waste from screens, computers, and small IT and telecommunication equipment (SCSIT) between 2010 and 2022. The campaign is Panasonic’s take on addressing the rising problem of e-waste management and sensitizing consumers around the need for responsible collection, disposal, and recycling.
As part of the #DiwaliWaliSafai campaign, starting 14th October, Panasonic is hosting an exciting contest on its social media platforms. The contest encourages consumers to take part in responsible e-waste disposal. Participants can visit the Panasonic’s authorised D2C website, where they can submit their details for free-of-cost home pick-ups of e-waste collection of large appliances or get assistance in identifying the brand’s closest e-waste collection centre. To express our gratitude, consumers who actively contribute to e-waste recycling will have the chance to win exciting Panasonic products.
Commenting on the campaign, Panasonic Life Solutions India, Panasonic Marketing India managing director, Fumiyasu Fujimori said, “E-waste, comprising of discarded electronic devices such as smartphones, computer parts, wires, circuit boards, calculators, gaming consoles, motherboards etc. is turning into a growing concern worldwide. The Global E-waste Monitor 2024 reports that 62 billion kg of e-waste was generated globally in 2022. At Panasonic, we are deeply committed to contributing to a sustainable future through our business operations. From leveraging eco-friendly technologies and promoting renewable energy sources to organizing environmentally focused initiatives like tree plantation drives and responsible e-waste awareness campaigns, every action we take is aligned with our goal of sustainability and societal development. We strive to make a positive impact on the environment while encouraging our consumers to do the same.”
Panasonic Life Solutions India head corporate communications and CSR, Pooja Garg Khan highlighted, “Initiated in 2020, with #DiwaliWaliSafai, Panasonic is calling upon everyone to proactively become agents of change and responsibly manage e-waste. At Panasonic, we are committed to building a sustainable future, aligning with Panasonic Green Impact’s principles, we have collected 55,272 metric tons of e-waste since the year 2020. Our campaign has been winning hearts for years now, and this year too, we have renewed it to build on the momentum and urge more consumers to join hands for a more sustainable future.”
Mumbai: The Dharampal Satyapal Group (DS Group) has awarded the social media and performance marketing mandate for the luxury Swiss Chocolate brand, Läderach to Brand Catapult, a 360-degree marketing company, headquartered in Delhi. This follows an extensive multi-agency pitch and rigorous selection process, emphasising Läderach’s commitment to strengthening its digital presence and engaging more effectively with chocolate enthusiasts across the country. As an exclusive partner of the luxury Swiss Chocolate brand, Läderach in India, DS Group aims to deliver an extraordinary chocolate experience to Indian consumers.
Brand Catapult known for its proficiency in digital marketing, influencer partnerships, and creative content development will further Läderach’s ambitious Indian expansion. The agency’s innovative strategies and in-depth comprehension of the digital realm made it an ideal partner for Läderach’s goals.
Sanskriti Gupta, Läderach India, said, “Läderach India is thrilled to award its social media and performance marketing mandate to Brand Catapult. DS Group’s partnership with Läderach highlights the dedication of delivering exceptional experiences to Indian consumers with a focus on quality which was understood well by the Brand Catapult team. We are confident that their ability to craft engaging and impactful content will help us connect with a broader audience and share our passion for high-quality chocolates.”
Brand Catapult’s founder Dhruv Goel, expressed enthusiasm about the new mandate: “We are honoured to be awarded the social media and performance marketing mandate for Läderach India after a competitive multi-agency pitch. Läderach is a brand that epitomizes luxury and quality, and our team is dedicated to developing a robust social media presence and performance-driven campaigns that reflect Läderach’s heritage and commitment to excellence.”
Mumbai: From the house of Marico, Saffola Oats, the Oats brand is excited to announce its latest campaign with new TVCs that showcase the versatility and deliciousness of oats beyond traditional porridge. The ads centred around the concept that oats are healthy but often considered boring and limited to porridge, challenge this perception by highlighting how Saffola Oats’ soft grains can elevate the taste of everyday dishes, making them ‘super-duper tasty’.
These two new ad films, conceptualized by Mullen Lintas, showcase two relatable stories. The first features a husband who is initially unenthusiastic about a bowl of plain oats. His wife encourages him to try it, assuring him it’s special. Upon tasting the oats, he’s pleasantly surprised by its creaminess.
The second TVC depicts a mother and daughter during a meal. The daughter is hesitant about the Chilla served to her. The mother urges her to give it a try, and the daughter is delighted by Chilla’s softness.
Both TVCs then reveal the key ingredient: Oats. Not just any oats, but Saffola Oats. The films emphasise the unique soft grains of Saffola Oats, which not only create a creamy texture but also easily blend into any regular dish, enhancing its taste further. Thus, becoming incredibly versatile for a range of recipes.
Marico Ltd. India & foods business, chief operating officer Vaibhav Bhanchawat said, ‘We aim to transform how people perceive oats, showcasing their incredible versatility and ability to elevate a wide array of dishes beyond traditional breakfast porridge. The secret of our oats lies in our unique soft grains, which create a creamy texture when cooked and seamlessly blend into everyday recipes, enhancing both taste and texture for a truly delightful experience. As India’s #1 Oats brand, we want to inspire people to explore the endless possibilities of Saffola Oats beyond just porridge ’’
“There are many ‘everyday’ dishes that no one looks forward to. To raise the mundane up to wonder, is Saffola Oats’ delightful brand purpose. There’s a secret, surprising side to these Oats – the fact that they blend in authentically and awesomely with almost any preparation. Our campaign takes the hard-baked cynicism of the eater and shows how the same dish evokes a new visceral response after the first mouthful. Because while our eyes might be quick to judge, our taste buds will be equally quick to know the difference” said Mullen Lintas chief creative officer Ram Cobain.
The new TVCs reinforce Saffola Oats’ brand promise of “Khana Banaye Healthy, Saath Mein Tasty”. The films also highlight that – Saffola Oats is a good source of fibre, iron, and protein – with the power of 3, making it a nutritious and wholesome choice for the entire family.
Mumbai: YÊU, Indian science-backed makeup brand, has launched TecCos (technology-enhanced cosmetics) along with Grace AI, a virtual beauty assistant, through the #BelieveInYEU campaign. The campaign celebrates individuality and diversity, with Grace, who started on Instagram, now becoming the brand’s face. This marks the first AI-led beauty brand launch in India, offering a personalized approach to the beauty experience.
YÊU co-founder Simran Bagga said, “This campaign is a celebration of self-love, inclusivity, and the beauty of individuality. Grace embodies everything YÊU stands for: innovation, understanding, and empowerment. Through her, we’re not just launching products—we’re building a movement that honors every person’s unique beauty journey.”
The #BelieveInYEU campaign by Experience Commerce highlights the journey of self-discovery and embracing individuality, reflecting YÊU’s focus on diversity and self-love. The brand’s launch of TecCos features science-backed formulas tailored to specific skin types, offering personalized solutions. From long-lasting blush to UV-protectant lip sets, YÊU aims to elevate beauty standards in India.
Mumbai: 82.5 Communications has won the creative mandate from De Beers Group to further ignite the passion for natural diamonds among Indian consumers.
Recognising the immense growth potential within the Indian market, De Beers aims to strengthen the emotional connection consumers have with diamonds, by emphasising the rarity, preciousness, and enduring value of natural diamonds.
“As a leader in the diamond industry, De Beers is focusing on growing the category,” said De Beers Group global SVP Shweta Harit. “Natural diamonds are rare and precious natural treasures with enduring value and we at De Beers are committed to connecting people to their unique attributes with our promotional campaigns. And this effort will be holistic – it will involve reaching out to consumers, working very closely with retailers, partnering with jewellery bodies, and empowering the entire industry. We are happy to have 82.5 with us in this journey”.
De Beers’ arsenal that helps in category development includes proprietary diamond verification technology to support the assurance of the authenticity of its products, and technologies that help in tracing diamonds to their source.
82.5 Communications CEO Kiran Ramamurthy added, “This isn’t just about creating compelling advertising; it’s also about understanding the nuances of the jewellery retail landscape and enabling effective retailer communication, and ultimately, driving tangible business impact for an entire category. We are honored that De Beers has entrusted this large a responsibility to us.”
82.5 Communications – South, executive VP & branch head, Naveen Raman added, “We are excited to partner with De Beers, a brand synonymous with luxury, heritage, and unparalleled craftsmanship. Together, we look forward to shaping narratives that will resonate with a new generation of diamond lovers.”
Mumbai: This World Sight Day, Titan Eye+, India’s leading eye care brand, takes a bold step to enhance road safety by addressing a crucial issue: compromised vision among professional drivers. The brand launched the ‘Eye Test Menu,’ a unique initiative aimed at improving eye care accessibility for truck drivers, rickshaw drivers, cab drivers, and delivery personnel across the country.
Recognising the critical need to address vision problems among those who spend long hours on the road, Titan Eye+ set up eye test camps at over 900 locations nationwide, including popular dhabas where truck drivers frequently stop. Instead of a traditional food menu, these locations featured the ‘Eye Test Menu’, a creative eye test disguised as a meal menu. As drivers interacted with the menu, it immediately highlighted potential vision issues, prompting them to undergo on-the-spot free eye exams.
Since June 2024, the initiative has screened over 7,000 drivers, helping detect vision problems and prescribing corrective spectacles when needed. Titan Eye+ partnered with platforms like Namma Yatri to expand free eye tests to other critical transportation members, such as rickshaw and cab drivers.
Titan Company, marketing head of the eyecare division, Maneesh Krishnamurthy commented, “Every year, World Sight Day is an opportunity for Titan Eye+ to draw attention to eyecare. This year we have taken the theme ‘Make Indian Roads Safe’ and our roads are only as safe as the people who drive on them. The ‘Eye Test Menu’ film created with the team at Ogilvy is an innovation we’re particularly proud of because it doesn’t just offer eye tests—it reaches people where they are and in a manner that catches their attention, shaking the apathy out of vision care.”
The ‘Eye Test Menu’ campaign addresses a pressing concern as studies indicate that one in three truck drivers in India suffer from poor vision, leading to accidents involving large vehicles. With over 25,000 truck-related crashes and 10,000 fatalities reported in recent years, the initiative aims to significantly reduce such incidents by making eye care a priority for drivers.
Mumbai: MasterChow, a popular ready-to-cook Asian cuisine brand, has spiced up the instant noodle market with the launch of ‘K-Chow’, a new line of Korean-inspired noodles infused with an Indian twist. Catering to the rising demand for K-culture in India, K-Chow brings together authentic Korean flavours and beloved Indian masala, appealing to Gen Z and Millennials eager to explore global cuisines.
The launch marks a strategic step for MasterChow to diversify its product offerings and strengthen its foothold in the competitive instant noodle and ethnic food market. As Korean culture gains traction among Indian consumers—encompassing music, entertainment, beauty, and now food—MasterChow aims to capitalise on this trend with its Korean Masala Noodles, combining traditional Korean heat and spice with flavours that resonate with Indian taste preferences.
To celebrate this exciting launch, MasterChow has rolled out the ‘Loudest Slurp Challenge’ with the tagline ‘5 min me 5 Lakh’. Participants stand a chance to win Rs 5 lakhs. The challenge kicked off on 11 October 2024, with a promotional trailer released across social media platforms. The challenge will conclude with an offline event where ten finalists compete in two or three rounds, and the contestant who produces the loudest slurp will win the grand prize.
K-Chow sets itself apart in the market with unique selling points such as MSG-free noodles and a specially developed texture that ensures a satisfying slurp. The fusion of tastes and textures is encapsulated in the evocative tagline, ‘From Seoul to Soul’.
MasterChow founder & director, Vidur Kataria expressed his excitement, stating, “K-Chow is set to address the rising consumer demand for ethnic flavours, offering a product that combines the best of both worlds—authentic Korean ingredients balanced with Indian spices. Our team, including chefs from Korea, has worked tirelessly to create flavours that resonate with the Indian palate while staying true to Korean culinary traditions. I am supremely confident that this latest addition in our scrumptious product portfolio will be a smashing hit with our consumers across the nation.”
Mumbai: Bombay Shaving Company has officially launched Razorpreneur 2.0, the second edition of its popular initiative aimed at finding ‘India’s Smartest Creator’. Building on last year’s success, Razorpreneur 2.0 promises a more thrilling experience with an array of top industry leaders, including Tanmay Bhat, Sahiba Bali, Revant Himatsingka, and Shashank Mehta, joining as Razorgurus. BSC’s founder and CEO, Shantanu Deshpande, will also be part of the search for India’s most talented creators.
Razorpreneur 2.0 is not just a search for top talent; it is a movement designed to empower the spirit of entrepreneurship across India. Hosted on ‘The Barbershop with Shantanu’ podcast and platform, the initiative emphasises the importance of content creation and monetisation as key elements for entrepreneurial success. The 30-45 day online drive will feature rich, engaging content that inspires user-generated content (UGC) for the brand. Razorpreneur 2.0 will also reach college campuses and city streets to demonstrate the power of content creation through the Sensi Smart 3 razor and reward outstanding creators.
The launch event kicks off with a masterclass featuring insights from accomplished entrepreneurs and creators like Tanmay Bhat, Sahiba Bali, Shashank Mehta, and Revant Himatsingka. Hosted by Shantanu Deshpande, the session delves into the evolving creator economy and offers practical advice on monetising content, equipping participants with essential skills for entrepreneurial success.
To encourage active participation, a nationwide challenge has been announced via social media and ‘The Barbershop with Shantanu’. Creators are invited to showcase their skills by producing impactful content featuring the Sensi Smart 3 razors. Top performers will earn recognition from the Razorgurus and win valuable rewards.
Rewards for Top Creators:
– Annual contract as a creator for Bombay Shaving Company campaigns – Mentorship by Shantanu and other Razorgurus – Cash prizes for top-performing content – Commission on razor sales – Opportunity to feature in the grand finale on *The Barbershop with Shantanu*
Bombay Shaving Company CEO, Shantanu Deshpande said, “We are incredibly proud of the success of the inaugural season of Razorpreneur, with our creative take on ‘selling’. With the second edition this year, we are shifting our focus to the art of content creation, recognising it as a critical skill for today’s entrepreneurs. At Bombay Shaving Company, we have always embraced an entrepreneurial spirit, and this initiative is designed to enable and reward that very spirit of India’s Smartest Content Creator”
Bombay Shaving Company, CMO, Gauri Malhotra added, “This season, we’re shifting our focus towards the powerful intersection of content and entrepreneurship. The SENSI SMART 3 Razor will remain central to this journey, encouraging participants to craft content that not only engages but drives results. We’re excited to see the creativity and passion this will inspire, and we look forward to supporting the growth of India’s next wave of creators and entrepreneurs”
Mumbai: Ghodawat Consumer, an FMCG wing of the conglomerate in India, Sanjay Ghodawat Group, has officially launched an evocative new campaign for STAR Refined Oil, starring acclaimed actress Raveena Tandon, perfectly timed for the festive season. The campaign, titled “Barso Ka Bharosa – Ab Nayi Pehchan Ke Sath” aims to connect with consumers and reinforce the brand’s dedication to quality.
For more than two decades, STAR Refined Oil has been a reliable option for cooking oil, maintaining a firm position in key markets such as Maharashtra, Karnataka, and Goa. The campaign features a brand refresh with a new logo and packaging design that enhances its premium appeal. The product line includes sunflower, soybean, and cottonseed oils in convenient packaging sizes of 1 litre, 5 litres, and 15 litres that cater to a variety of culinary demands. STAR Refined Oil has established a solid presence in key regions, including Kolhapur, Sangli, Ichalkaranji, Ratnagiri, Sindhudurg, Satara, Belgaum, Hubballi, Dharwad, Nashik, Pune, and Mumbai.
Ghodawat Consumer director Salloni Ghodawat emphasised the campaign’s goal by stating, “With our refreshed identity, we aim to connect deeply with families across India. STAR Refined Oil is not just a product; it’s a trusted partner in every kitchen, ensuring delicious and pure meals. We are focused on making STAR a Regional Champion in the next five years.”
Raveena Tandon is one of the most respected actresses and a Padma Shri awardee. Ever-green as the ‘Queen of Bollywood’ from the 90s creates a powerful emotional connection with consumers, making her an ideal brand ambassador. Shubham Shukla, marketing head at Ghodawat Consumer outlined the campaign’s strategic approach; “Our overall strategy allocates 20per cent of our marketing budget for creative production and 80per cent for platform distribution. Out of that, 60per cent will be dedicated to brand-building initiatives to foster long-term consumer relationships, while 40per cent will focus on sales promotions. Partnering with Raveena brings a fresh perspective to STAR Refined Oil, and her authenticity will strengthen our brand equity.”
STAR Refined Oil campaign incorporates a comprehensive multi-channel approach aimed at maximizing reach and engagement across various platforms. Engaging commercials featuring Raveena’s personal cooking experiences will air on TV and YouTube, while social media platforms like Instagram and Facebook will showcase interactive content, including live cooking sessions and user-generated contests to enhance community engagement. Targeted ads in regional magazines, alongside strategic hoardings in high-traffic areas, will further boost brand visibility. In-store displays and promotional deals are also set to encourage shoppers to try STAR Refined Oil, highlighting its quality.
As the festive season approaches, Ghodawat Consumer is confident that STAR Refined Oil will remain a preferred choice for families across India. With Raveena Tandon’s star power and Shubham Shukla’s innovative marketing vision, the brand is poised for significant growth and market expansion.
