Mumbai: The Pant Project, a menswear brand focused on custom-fit, high-quality pants, announces the launch of its latest ad campaigns, aiming to break away from traditional menswear advertising. Unlike the usual serious and formal tone, the new campaigns take a fresh approach, connecting with its male audience in a more relatable way.
In a shift from the seriousness of traditional ads, these campaigns use humour and engaging scenarios to highlight the versatility of the brand’s signature Power Stretch pants. They focus on how the pants effortlessly adapt to the dynamic lives of modern men. The campaigns are created in collaboration with Braindad.
Commenting on the launch of the campaigns, The Pant Project co-founder Dhruv Toshniwal said, “We’re excited to challenge the norms of menswear advertising with our latest campaigns. At The Pant Project, we believe in blending functionality with fun, and our power stretch pants are a testament to that. Through the campaigns we aim to showcase how our pants are built to keep up with every facet of a modern man’s life, all while adding a touch of humour and relatability.”
The first campaign, titled ‘Tug of War,’ takes a playful approach, moving away from the typical serious tone. Set in a park, two families compete in a tug-of-war using the dads’ pants, humorously showcasing the flexibility, stretch, and durability of The Pant Project’s power stretch smart casual pants. The film ends with the kids creatively using the pants, highlighting their stretch and playful interaction, reinforcing the pants’ versatility and durability.
The second campaign, ‘The Family Split Challenge,’ humorously features a split competition between a grandfather and father. As they exchange lighthearted banter about their youth and fitness, both attempt full splits. Meanwhile, their young son effortlessly performs a perfect split, stealing the spotlight. As the tension builds, the grandfather proudly reveals he’s not just stretching but doing a ‘power stretch’ in his pants from The Pant Project. The ad highlights the brand’s message that its power stretch pants offer durability, flexibility, and style for all generations.
The Pant Project co-founder & creative director Udit Toshniwal added, “As someone personally invested in every detail of our product development—right down to every stitch, fiber, and wear test. I believe in letting the pants speak for themselves. Our approach is all about ‘show, don’t tell,’ bringing our products to life through fun, engaging, and relatable stories that connect with our customers’ everyday lives. This campaign goes beyond showcasing our pants; it represents the values and craftsmanship that distinguish our brand in both comfort and quality.”
Through these campaigns, The Pant Project portrays how their pants “stretch more than your imagination” and “stretch more than your arguments.”
Mumbai: French menswear brand Celio celebrates the festive spirit with the launch of its new digital film, highlighting love, joy, and shared moments during the Durga Pujo and Dussehra festivals. The campaign showcases how Celio’s premium menswear collection helps you find your style match while celebrating togetherness.
This festive season, Celio brings its latest campaign to two culturally rich markets—West Bengal and Andhra Pradesh-Telangana. The brand has adapted the film in Bengali and Telugu to create a more relatable experience for local audiences. In Bengal, the digital film features actors John Bhattacharya and Ushasi Ray, while in Andhra Pradesh-Telangana, actor Akhil Sarthak and actress Pujita Ponnada bring the story to life. The film’s art direction, set design, and casting reflect the cultural vibrancy and regional flavor of each market.
Sharing his enthusiasm for the campaign Celio India CEO Satyen Momaya said, ‘’Festivals are a time to celebrate the bonds we share, and our new festive campaign perfectly captures the warmth, love, and spontaneity that make these occasions so special. We wanted to tell a story that resonates across India, while also paying homage to the unique cultural nuances of Bengal and Andhra Pradesh-Telangana. These two regions are very important to us, and this campaign is our way of deepening our connection with the people there. We aim to make Celio a part of festive celebrations, ensuring that no matter the occasion, one can find their love and style match with us. Through this film, we’re inviting everyone to embrace the festive spirit and celebrate in style with Celio, doing it your way’’.
Produced by Schbang Motion Pictures, the film brings a heartfelt story to life, drawing on real-life inspiration and leaving viewers with a smile as they connect with the essence of love, style, and festive cheer.
The digital film follows a young couple as they navigate last-minute festive shopping. Their playful banter centers on the husband’s procrastination, much to his wife’s amusement. As she takes charge and buys him a festive shirt from Celio, the story takes a twist when the husband surprises her by decorating their home and wearing the shirt she chose. Their shared taste in fashion becomes a symbol of their love, adding warmth to the festive celebrations.
Schbang group creative manager Simran Kulkarni said, “When writing this script, we drew inspiration from a real-life story that instantly brought us joy, and we knew it would do the same for others. It’s been wonderful to watch how our production team at Schbang Motion Pictures brought this story to life, capturing the emotions and warmth in a way that leaves you with a smile. It’s a feeling that everyone can relate to, and that’s what makes it so special.”
The festive film highlights Celio’s versatile collection, featuring stylish and comfortable items like loose denims, cargo pants, embroidered and flat knit shirts, soft-touch jeans, and polos—ideal for any festive occasion. Each piece combines fashion with comfort, enabling individuals to express their style while celebrating with loved ones.
Mumbai: Women’s power-dressing brand – Qua has announced its bold new pre-fall 2024 campaign, ‘Modern Heroine,’ featuring four of India’s most dynamic and inspiring young female cricketers—Jemimah Rodrigues, Shafali Verma, Shreyanka Patil, and Radha Yadav. A first of its kind, this campaign is a powerful fusion of fashion and sport, celebrating these female athletes as the new icons of inspiration, embodying the modern heroine for young women across the country.
In ‘Modern Heroine,’ Qua merges high fashion with the spirit of sports to redefine what it means to be a role model in today’s world. These cricketers represent resilience, strength, and individuality, values that are central to both their athletic journeys and Qua’s fashion philosophy.
“We wanted to collaborate with figures who truly represent our brand ethos—women who are breaking boundaries, challenging norms, and inspiring others through their journeys,” said Qua co-founder & CEO Rupanshi Agarwal. “As a women-led brand, we deeply understand the importance of showcasing real women who reflect the strength and determination inherent in every woman. These cricketers, who have broken into a male-dominated space, embody the core values of Qua, and we’re honoured to partner with these incredible athletes who are redefining what it means to be a heroine in the modern world.”
“The collection, much like these incredible women, is all about versatility, confidence, and owning your individuality,” said QuaA co-founder & creative director Divya Agarwal. “We designed each piece to reflect the complexities of power—whether it’s calm resilience or fierce determination. Collaborating with these game changers, who have shattered societal expectations, was an organic way to express that fashion can and should be about more than just aesthetics.”
Jemimah Rodrigues shared her excitement: “For me, power isn’t just about being strong on the field—it’s about the courage to pursue your dreams, no matter the obstacles. This campaign felt special because it gives us, as female athletes, a platform to show that strength comes in many forms, and that it’s okay to own who you are, both in sport and life.”
Shreyanka Patil added: “It’s exciting to be a part of Qua’s campaign that’s not only about fashion but also about challenging perceptions of what women in sports can be. We’re more than athletes—we’re women who push boundaries, take risks, and redefine what’s possible. This campaign reflects all of that.”
Shafali Verma, known for her fearless approach on the field, added:
“For me, being a part of this campaign is a chance to inspire other young women to pursue their dreams. Being a “Modern Heroine” is not just about achievements; it’s about being true to yourself and never backing down from a challenge.”
Radha Yadav echoed these thoughts: “The path to success is never easy, but that’s what makes it so rewarding. I loved being a part of this campaign because it brings this message to life.”
By collaborating with female cricketers, Qua not only breaks ground by merging fashion and sports but also challenges traditional ideas of who can be fashion icons. The campaign marks a cultural moment, where fashion meets empowerment, and where sport becomes a medium for redefining style and strength.
‘Modern Heroine’ is set to launch ahead of the T20 World Cup 2024, further cementing the collaboration’s relevance and tapping into the excitement surrounding women’s cricket.
Mumbai: In today’s digital world, contact centers face challenges from rapid technology evolution and changing customer preferences. High call volumes, driven by digital channels, lead to long wait times and lower satisfaction. Managing inquiries across diverse channels adds complexity, risking inconsistencies. Meeting customer expectations for personalized, timely responses while maintaining efficiency is a hurdle. Furthermore, ensuring data security and compliance amid sensitive information collection remains crucial.
Gen AI aims to provide valuable solutions to the challenges faced by contact centers in today’s digital landscape. They excel in contact centers by leveraging advanced technologies like NLP and DLLP to automate tasks, deliver personalized interactions, streamline operations, and enhance data security, ensuring contact centers thrive in the digital age.
The company also covers a complete automation and analytics experience encompassing omnichannel AI automation, voice biometrics, agent assist, and omnichannel analytics.
Indiantelevision.com caught up with Gnani.ai co-founder & CEO Ganesh Gopalan where he delved more into how Gen AI is tackling the challenges faced by contact centers and driving advancements in customer care automation in today’s digital era, ultimately aiming to enhance customer satisfaction.
Edited excerpts
How do you leverage generative AI to address the challenges faced by modern contact centres?
Generative AI can significantly address the challenges faced by modern contact centers. Gnani.ai’s product, Automate365 is a voice-first omnichannel automation platform that automates tasks like responding to common customer queries, generating personalized responses, and providing real-time assistance to agents during calls. Our product, Assist365 is a real-time agent assist tool that acts like a co-pilot and empowers customer service representatives with real-time insights and suggested responses based on contextual information and historical data, enabling more personalized and effective service delivery. Gen AI helps reduce operational costs, enhance customer experience, and improve agent productivity by offering instant solutions and suggestions based on historical data and context. It also enables predictive insights, helping contact centers anticipate customer needs, improve resolution times, and streamline workflow management, all while maintaining consistency across communication channels.
What specific advanced technologies do you use to ensure personalised customer interactions and improve efficiency?
At Gnani.ai, we use our proprietary small language Gen AI models that are tuned to specific domains. In addition, we have multiple patents in speech recognition, voice biometrics, handling multi-lingual conversations, speech activity detection and more. These innovations have significantly boosted efficiency and customer satisfaction in Gen AI-powered contact centers, improving overall consumer experiences. Notably, we helped one of India’s top 10 banks collect over $1B last year using our generative AI voicebots, achieving high conversion rates at reduced costs. Additionally, for one of the largest banks in India, our generative AI voicebots automate customer service, cutting costs by over 30 per cent while ensuring secure conversations through voice biometrics technology.
How does Gnani.ai differentiate itself from other players in the market?
Gnani.ai is a leading deep tech voice-first generative AI company with multiple patents that set it apart from competitors. We have patented unique technology solutions for handling multi-lingual conversations and speech activity detection for streaming speech recognition. Owning the entire conversational AI pipeline—from streaming audio to proprietary speech-to-text AI models, text-to-speech systems, small language generative AI models tuned for specific domains, —Gnani.ai stands uniquely capable of delivering the most accurate conversational AI systems with the lowest latency possible. Gnani.ai also uniquely offers multiple deployment options on public, private and hybrid cloud engagements. Our deployments are cloud-agnostic and can reside in any cloud platform in addition to on-prem deployments.
How does Gnani.ai’s omnichannel approach integrate with existing contact centre systems to streamline operations?
Gnani.ai’s omnichannel approach integrates seamlessly with existing contact center systems to enhance operational efficiency by unifying customer interactions across channels—voice, chat, email, and social media—into a single platform. Our Aura365, an advanced omnichannel analytics tool, provides detailed insights from these interactions, tracking key metrics, identifying trends, and enabling businesses to refine their strategies, personalize customer experiences, and drive growth. This comprehensive integration streamlines workflow, optimizes agent performance, and reduces operational costs, ultimately delivering a more efficient and satisfying customer service experience.
Data security and compliance are crucial for contact centres. How do you address these concerns while handling sensitive information?
We prioritize customer data privacy and hold certifications like ISO, SOC2, HIPAA, PCI-DSS, and more. We don’t store or use customer data on our cloud for AI model training. We are cloud agnostic and offer multiple deployment options for our end customers. Our voice biometrics platform enhances security for customer authentication during voice interactions.
We also offer multiple deployment models including private cloud options for our enterprise customers. With transparent data policies, we foster trust and confidence in our services.
We offer a bundle of voice biometrics along with our voice bots to add an additional layer of security for automated voice conversations and prevent voice phishing and other attacks.
With the contact centre software market expected to grow significantly, where do you see the biggest opportunities for innovation and growth in the coming years?
There are huge opportunities to redefine the customer experience space, both within and beyond contact centers. Traditional contact centers, as we know them, will evolve into something entirely new. Anonymous chatbots will soon be replaced by video avatars and contact centers will automate key tasks while using agent assist to address current challenges like training and hiring. Multi-channel engagement with customers will soon be common For instance, instead of just calling support for a laptop issue, you’ll soon be able to send a video of the damage and receive an automated solution. In short, customer experience will become more automated, personalised and multi modal.
Mumbai: As we focus on larger aspects of life, it’s common to overlook smaller items that may seem less important. To address this, the Bengaluru-based e-commerce giant will launch the ‘Big Sale of Small Things’ to highlight items people often forget when preparing for the Big Billion Days (BBD) sale. The campaign aims to remind shoppers of easily overlooked products, including fashion and lifestyle accessories, books, small electronics, home décor, and more.
Simply put, small things have big discounts on Flipkart’s ‘Big Sale of Small Things’. True to the distinctive tone of bizarre humour, this campaign has the internet in splits.
Speaking on the integrated campaign, FCB Kinnect CCO Neville Shah said, “We’ve always said, the idea comes first. And that’s what has won here. A simple thought that makes you think. What do we do when we need small things? Making that funny was a whole other story. But so much fun working on these with the team. Truly gratifying.”
FCB Kinnect & FCB/SIX India CEO Rohan Mehta added, “Being a fully integrated agency is what we set out to be – and this, our first campaign for Flipkart goes to show what we can do when we leverage all our offerings to service the idea best. A perfect example of how creativity can be an economic multiplier.”
Mumbai: LNJ Bhilwara Group’s flagship company RSWM recently unveiled its new digital campaign, “For All Reasons, For All Seasons,” celebrating over sixty years of enriching Indian lives through quality textiles. This initiative highlights the deep emotional connections woven into the fabric of everyday experiences, showcasing how RSWM’s yarns and fabrics have been a trusted companion through various life stages. The campaign features a poignant short film that captures the essence of these moments, from a baby’s first steps to a soldier’s bravery, emphasising the craftsmanship and dedication behind every thread.
Indiantelevision.com’s Arth Chakraborty caught up with RSWM’s joint managing director B.M. Sharma to discuss the primary objectives of the campaign, the creative process behind the film, the subtle promotion of RSWM’s products and more…
Edited Excerpts:
On the primary objectives behind launching the ‘For All Reasons, For All Seasons’ campaign, and its alignment with RSWM’s legacy and vision for the future
With this new campaign ‘For All Reasons, For All Seasons’, our aim was to celebrate RSWM’s 60-year journey and weave a stronger emotional tapestry with our customers. Our primary objective was to paint a vivid picture of how our brand has been a faithful companion through life’s myriad seasons, adapting to changing trends while staying true to our core values.
This campaign isn’t just about showcasing products; it’s about highlighting the human connections we’ve fostered over six decades. Picture a warm, familiar presence that’s been there for every milestone, every celebration, every quiet moment – that’s the RSWM story we’re telling. As we unfold this narrative, we’re also creating a sense of anticipation for what’s next to come. Our goal is to position RSWM not just as a manufacturer, but as a trusted companion on our customers’ journeys. This approach bridges our rich legacy with our vision for the future, reflecting our commitment to innovation and customer-centric values.
On the creative process behind the campaign’s film, and the significance of highlighting different stages of life through RSWM’s fabrics
The creative process behind our campaign’s film was truly a journey through emotions and time. We wanted to capture the essence of RSWM’s six-decade presence in people’s lives, showing how we’ve been there, like an invisible friend, through every stage and season. In a country where almost every festival is associated with clothing, as a manufacturer we have been part of every household witnessing their lives closely. Our film takes viewers on a journey through sixty years of moments – joys, sorrows, triumphs, and challenges. By featuring our fabrics in various life stages, from newborns to grandparents, we’re telling a story of resilience, innovation, and trust.
The significance of this approach is to show that RSWM is more than just a brand – we’re a companion and confidante. Our fabrics have been there for the first days at school, graduations, and countless other milestones. We’ve adapted to changing trends while remaining a constant presence in homes, hearts, and hopes.
This campaign isn’t just about our products; it’s about the stories woven into every thread. It’s our way of saying we’ve been there, unseen but ever-present, for all seasons and all reasons, and we’ll continue to be part of people’s life stories for generations to come.
On the subtle approach to promoting RSWM’s products in the campaign, and believing it enhances the viewer’s connection with the brand
In crafting our campaign, we made a deliberate choice to use thread as a ‘sutradhar’ or storyteller, rather than focusing on the product itself. This subtle approach was key to creating a deeper, more emotional connection with our audience. Instead of highlighting the features, functions, or USPs of our threads, we chose to showcase their applications and the emotional resonance they have with our target group. This strategy allows viewers to see beyond the physical product and connect with the role RSWM plays in their lives.
By weaving our threads into various life moments and stages, we’re demonstrating that these are threads you can trust for quality. They’re not just materials; they’re part of your life story. What’s interesting about this approach is its versatility. At first glance, many might perceive it as a B2C video. However, if you look closer, you’ll realize that it resonates at multiple levels – B2B, B2C, and even B2I.
We believe this approach creates a more lasting impression and stronger brand loyalty. It’s not just about what we sell, but about how we’ve been a part of people’s lives across generations. This emotional connection, we feel, is far more powerful than any product feature could be.
On the production process of the campaign film and the steps taken to ensure that the visuals and narratives effectively conveyed the campaign’s message
The production process for our campaign film was an exciting journey that began with a powerful script. The narrator’s voice instantly connected with our vision of telling an untold story. We presented this challenge to our production house, aiming to create something impactful without relying on celebrity endorsements. Casting was a crucial part of the process. We wanted to showcase the strength of our idea through talented, actors. It was a meticulous process – we filtered through 150 actors to find our final cast of 35, ensuring each could effectively convey the emotion and authenticity we needed. For shooting this video, we covered seven locations and 18 sequences in a hectic seven-day schedule, totaling over 80 hours of shoot time. Despite working with a conservative budget, everyone involved was so excited about the idea that they gave their 100 per cent. We paid attention to every detail to ensure our visuals and narratives effectively conveyed the campaign’s message.
To ensure our visuals and narratives effectively conveyed the campaign’s message, we paid attention to every detail. For instance, the music, which plays a crucial role in connecting with the audience, was originally composed in Rajasthani as a nod to our brand’s origins. However, we later re-recorded it in Punjabi for broader mass appeal. The music became an unseen hero of our campaign, instantly resonating with viewers. Throughout the production, our focus was on creating authentic, relatable scenes that would showcase how RSWM has been woven into the fabric of people’s lives across generations. By combining compelling visuals, emotive performances, and a carefully crafted narrative, we were able to effectively convey our campaign’s message of being there ‘For All Reasons, For All Seasons’.
On the digital marketing strategy for the campaign, and your plan to engage both long-time customers and a new generation of consumers through this approach
Our marketing strategy for this campaign was designed to be digital-first, aiming to engage both our long-time customers and a new generation of consumers. We focused on targeting only audience with relation to or with interest in the textile industry in our key cities across the nation. The objective of the campaign was creating high-quality, emotionally resonant content that could be shared across multiple digital platforms. Our main strategies included leveraging YouTube for video content, utilizing social media platforms for wider reach and engagement, and optimizing our website to handle increased traffic.
In terms of brand awareness, we’ve seen significant improvements. Our campaign reached three million people, garnered one million views on YouTube in just three weeks, and led to a 34 per cent increase in branded keyword searches. This increased visibility has helped us connect with a wider audience, including younger consumers who are primarily active on digital platforms. The engagement has been exceptional, with over three lakh engagements on social media. The campaign’s success is also reflected in our website traffic and overall brand sentiment. We experienced 190 per cent increase in users and sessions. This indicates that both our existing customers and new potential consumers are showing increased interest in our brand. Our engagement strategy focused on encouraging interaction across all platforms. For a brand doing this kind of campaign for the first time, these results are hugely encouraging and validate our digital-first approach.
Mumbai: BL Agro has launched a new television commercial (TVC) for Nourish Pulses. The TVC was premiered on the opening day of World Food India 2024 held at Bharat Mandapam in New Delhi by Shri Chirag Paswan, Minister of MoFPI.
The TVC is conceptualised and produced by Leads Brand Connect, a creative agency headquartered in Noida. It portrays how Nourish Pulses combine convenience, health, and affordability to cater to the needs of today’s modern households who value both quality and practicality.
The advertisement opens with a heart-warming exchange between a mother, played by renowned actress Himani Shivpuri and daughter. As the mother unpacks groceries, she reprimands her daughter for not bringing containers to store the pulses. The daughter proudly explains that containers aren’t necessary because Nourish Pulses come in innovative zipper-lock packaging. The packs can be sealed securely after every use, keeping the pulses fresh and protected. This simple exchange highlights the convenience and thoughtfulness behind Nourish’s packaging, making everyday life easier for busy families.
BL Agro managing director Ashish Khandelwal commented on the new TVC, saying, “We wanted to bring a shift in the brand image of Nourish and make it stand out – for the superior quality and the practical convenience. Our special zipper-lock packaging ensures that pulses stay fresh without the need for additional storage. It’s a smart and practical solution for today’s busy households.”
The ad further emphasises that Nourish Pulses are 100% unpolished, free from artificial colours or oils that are often used to make products appear more appealing. Instead, the pulses retain their natural texture, flavour, and taste, offering a healthier and more authentic choice. The vacuum-packed feature prevents moisture from seeping in. It guarantees that the pulses remain fresh and dry, reinforcing the brand’s commitment to premium quality.
Leads Brand Connect managing director Richa Khandelwal and the creative force behind the TVC, commented on the vision for the campaign: “Consumers are becoming more conscious about what they eat, and Nourish Pulses fit perfectly into that mindset. Our goal was to create an ad that presented the same. We wanted it to connect with the audience on a personal level. So, we conceptualised a relatable story that highlighted how Nourish Pulses deliver convenience, quality, and nutrition—all at an affordable price. The packaging innovation is at the heart of this message, and we’re proud to have brought that vision to life for BL Agro.”The launch of the TVC also aligns with the revamped image of the “Nourish” brand, which reinforces its core commitment to quality, hygiene, and nutrition for all. Through this new branding direction, Nourish seeks to assure consumers that its products offer the highest standards of health and safety, from sourcing to packaging.
The campaign was aired on all social media platforms to begin the new era of brand image. A refreshed image that appeals to the health-conscious modern family as it delivers nutrition-packed products that are convenient and affordable.
Mumbai: – FCB Ulka, part of FCB Group India, has announced the appointment of Ajay Ravindran as national planning director.
Ajay comes to FCB Ulka with remarkable breadth and depth of experience. He has a 360-degree view of brand strategy, having worked on the entire gamut from advertising to social media, content, media planning, and market research. He specializes in new-age planning, bringing together storytelling, social media culture, and technology.
In his previous role as head of brand marketing for Razorpay, Ajay oversaw numerous campaigns that seamlessly integrated technology, creativity, and storytelling, demonstrating his ability to deliver successful and innovative strategies. Over his career, Ajay has worked on brands like Unilever, Britannia, Colgate, Vodafone-Idea, Dell, Titan, TVS, 3M and many others. He is a multi-time EFFIE award winner. He has led planning teams in agencies like Ogilvy, VML, MullenLowe Lintas Group & Grey with distinction.
On the appointment, FCB Ulka CEO Kulvinder Ahluwalia said, “We are thrilled to have Ajay join us as our National Planning Director. His exceptional blend of creativity and strategic insight will play a pivotal role in enhancing our capabilities and driving impactful brand solutions for our clients. We believe his leadership will strengthen our strategic initiatives and inspire our teams to push the boundaries of creativity.”
“I believe the true power of Brand Marketing lies not just in creating ‘buzz’ or some fuzzy ‘brand love’ but unlocking hidden growth opportunities for businesses. And the new-age we live in provides us with an array of avenues to do this – technology, digital, data, content, CX. FCB Ulka provides the finest playground to practice this craft. An enviable client roster, entrenched relationships, and a burning desire to do the very best for the businesses we work on. Just a few minutes into the conversation with Dheeraj, Nitin, Kulvinder and Hemant, I just had one question: “When can I start?” Ajay expressed on his appointment.
Mumbai: PRtainment Media and Communications announced its appointment as the official PR partner for DRRK Foods’ flagship brand Crown Rice, a leader in the premium rice segment. This collaboration is set to enhance Crown Rice’s brand presence across India, driving greater awareness of its unique product offerings like 100% premium quality basmati rice.
PRtainment Media will lead an integrated PR strategy to highlight Crown Rice’s commitment to providing nutritious, flavorful rice options to today’s health-conscious consumers, ensuring the brand’s voice resonates across traditional and digital platforms.
Speaking on the collaboration, Vikram Marwaha, Joint Managing Director of DRRK Foods Pvt Ltd, said, “We are delighted to collaborate with PRtainment Media, a team that understands our passion for quality and innovation. Their deep understanding of our brand values and commitment to storytelling makes them the ideal partner to help us elevate Crown Rice’s market presence. With their expertise, we are confident that our unique product offerings will reach a broader audience”.
Further commenting on the collaboration, PRtainment Media and Communications PL director & co-founder Nidhi Sabbarwal stated, ” We are excited to take on the PR mandate for Crown Rice. This collaboration enables us to apply our expertise to highlight Crown Rice’s exceptional offerings. Our strategic approach will boost the brand’s visibility and strengthen its position in the premium rice market. We aim to engage a larger audience, enhancing its market presence while emphasizing its dedication to quality and innovation.
Mumbai: DS Group (Dharampal Satyapal Group), a multi-business corporation and an FMCG conglomerate, has unveiled a new campaign for its Ksheer Ghee range titled “Jab Khaana Bane Ksheer Ghee Se, Toh Gul Ho Jaye Boliyaan, Chatpataye Ungliyaan.” This campaign, developed with its agency partner, ^a t o m Network, aims to add a tasty twist to the way consumers perceive and experience ghee. The digital film will be amplified across multiple digital touchpoints, including Instagram, Facebook, YouTube, and various OTT channels.
The campaign’s tagline, “Jab Khaana Bane Ksheer Ghee Se, Toh Gul Ho Jaye Boliyaan, Chatpataye Ungliyaan” (‘When your food is cooked with Ksheer Ghee, conversations are gone, because licking fingers is on’), encapsulates the idea that the sheer deliciousness of food cooked with Ksheer Ghee adds a flavour which words cannot express. Targeting mothers and families, Ksheer Ghee offers more than just tasty food—it gives birth to a new language from the ‘lip-smacking’ sounds of your fingers because you can’t resist digging into the food and licking them off your fingers and one is engrossed in savouring the food, oblivious to everything else.
DS Group AGM Marketing, Dairy Pravin Roy said, “DS Group is excited to introduce the latest campaign which adds a delectable new dimension to our Ksheer Ghee range. This unique campaign beautifully captures how Ksheer Ghee transforms every meal, making the tongue dance with delight and the fingers eager to eat more.”
^a t o m Network CCO & co-founder Yash Kulshresth added, “We all have had food with family and friends, and some delectable meals left everyone speechless. We took the creative leap to show how a family has cracked a new food language because the desi khana was prepared in Ksheer Ghee’s richness.”
