Mumbai: One Source has announced its partnership with Titan Capital-backed Boba Bhai, a key player in India’s bubble tea market. The strategic partnership will span digital & social media marketing, influencer marketing, corporate communication, and creative duties for Boba Bhai.
The mandate will be overseen from One Source’s Delhi office.
Boba Bhai operates across seven cities in India, with over 32 outlets and processing more than 60,000 orders per month. They aim to expand into several more tier one and two cities within the next six months, followed by rapid expansion into tier two and three cities. One Source will lead digital strategies for Boba Bhai, focusing on customer-centered creative storytelling and highlighting Boba Bhai’s commitment to transforming the bubble tea and Korean cuisine market in India.
Speaking of the partnership, Boba Bhai founder Dhruv Kohli stated, “At Boba Bhai, our focus has always been on delivering exceptional customer experiences. We are a young and passionate brand, and plan to disrupt the bubble tea market in India. Think Bubble Tea 2.0. One Source brings that same passion and enthusiasm to their work. Their vision for Boba Bhai is what we really appreciated and the company’s understanding of building our brand across digital & corporate communication platforms tipped the decision in their favour.”
One Source co-founder and co-chief executive officer Srishty Chawla added, “At One Source, our primary focus is on growing our clients’ businesses with measurable business impact. With a strong focus on consumer insights-driven strategies to drive meaningful campaigns, we aim to leverage our expertise across PESO platforms to augment brand visibility, recall, and love among consumers. The Bubble Tea category in India is growing at a rapid clip, and Boba Bhai is championing the journey. We are excited to continue our results-driven approach for the brand and are deeply honoured by their trust in us.”
Mumbai: India’s most desirable luxury car maker, Mercedes-Benz, today announced an organizational change in its External Affairs and Corporate Citizenship function. The company has appointed Dr Shyam Sunder as the head of external affairs and corporate citizenship, effective from 26 August 2024. Dr Shyam will report to Santosh Iyer, managing director & CEO. In his new role, Dr Shyam will lead Mercedes-Benz India’s government relations, public policy advocacy, and policy initiatives. He will foster close collaboration with policymakers and industry leaders, and work to build communities through Mercedes-Benz’s diverse corporate citizenship programmes.
Mercedes-Benz India managing director and CEO Santosh Iyer“We are delighted to welcome Dr. Shyam Sunder as the Head of External Affairs and Corporate Citizenship at Mercedes-Benz India. His extensive experience and deep understanding of external affairs will be invaluable in conveying our views to policymakers and actively participating in various industry associations. Dr. Shyam’s expertise aligns with our commitment to fostering close collaboration with policymakers and external stakeholders, and driving impactful corporate social initiatives at Mercedes-Benz.”
Dr Shyam Sunder holds a master’s degree in Econometrics and a Ph.D. in Economics. With an impressive career spanning approximately 24 years, he has held pivotal roles related to driving public policy & advocacy and Government engagements at prominent automotive OEMs in the past. He has also worked with the Federation of Indian Chambers of Commerce & Industry (FICCI), where he played a vital role in shaping public policy and fostering industry collaborations. His extensive expertise in public affairs, policy advocacy and strategic stakeholder engagements firmly underscores his adeptness in managing external affairs and navigating intricate regulatory landscapes for the company.
Mumbai: Harfun, the category creators of WorkWear 2.0, has onboarded actor Jim Sarbh for their ‘Pants That Time Travelled’ campaign. They are unveiling a product, the 2035 workday pants, work trousers that are – ‘from the future’. The campaign has positioned the pants as a leap forward in comfort and functionality, boasting features that feel a decade ahead.
The video features Jim Sarbh navigating a typical office environment. Yet, what stands out is his freedom of movement and comfort with these pants. He talks about the 2035 workday pants’ futuristic technology and design, like 20-hour wrinkle resistance, warp-knit construction, self-stretch, ultralight and breathable fabric, and the structured back yoke that provides excellent support and durability. All this adds up to a pair of pants that redefines the workwear experience.
The campaign goes beyond showcasing innovation. It embodies the evolving aspirations of modern professionals who demand more from their workday outfits. Harfun comes out as the flag bearer of comfort in a new era in workwear, creating something that is ahead of the curve and polarises consumers away from the traditional, stiff, and uncomfortable options in the market.
Speaking about the campaign, Harfun co-founder and CEO Saurabh Agrawal said, “The 2035 Workday Pants are laden with futuristic features and our home-grown fabric technology. The essence of the campaign is the future and we wanted someone whose personality and way of life matched it.”
Sr brand manager Palak Narang was spearheading the campaign and she brought in Jim. “Jim has been someone who’s chosen to do roles and brand associations that portray his passions and versatility. We’re very excited to partner with him for this campaign. When we reached out to Jim, he saw the future come alive in the 2035 Workday Pants and agreed to do the campaign. It feels as though a match made in… Harfun”, she said.
Mumbai: Pernod Ricard has announced its official partnership with Paris Saint-Germain. This new global partnership, the first of its kind for Pernod Ricard, will feature the entire portfolio of the group’s premium brands. The four-year agreement is set to begin this 24/25 season and will span across PSG’s professional teams; men’s and women’s football as the official partner and handball, as an official provider.
Pernod Ricard has been the official wine and spirits provider for PSG’s hospitality program for over a decade. With more than 218 million followers worldwide, PSG is a global club and iconic brand, ranked third in Deloitte’s Money League. Pernod Ricard is now a worldwide official partner and will exclusively supply champagne and spirits for the club, gaining dedicated visibility, communications rights, and the opportunity to create tailored experiences.
This partnership brings together two globally recognized brands with a shared mission to celebrate victories, sportsmanship, and human connections. Together, they will create on-the-ground experiences that reflect the values of French savoir-faire and culture on a global scale.
Pernod Ricard EVP global brands Philippe Guettat said, “In recent weeks the whole world has observed how sport is about audacity, passion, and coming together; values that fully resonate with Pernod Ricard’s purpose of being Créateurs de Convivialité. Through this partnership with Paris Saint-Germain, we want to celebrate the beauty of togetherness and achievement, through the magic of sport. We will be cheering on PSG and their great ambitions for the upcoming seasons.
Paris Saint-Germain director of partnerships and sponsorships Nicola Ibbetson said, “We are delighted to collaborate with Pernod Ricard, a prestigious partner that embodies the same passion for excellence, conviviality, and elegance as Paris Saint-Germain. This partnership is a perfect synergy, where each brand enhances the other, and together, we will elevate the PSG and Pernod Ricard experience to new heights on the international stage.”
Mumbai: Mankind Pharma, a pharmaceutical company has announced its entry into the topical analgesic market through its consumer business division. The company is introducing Nimulid Strong, a revolutionary gel and spray formulation specifically designed to address neck pain, a condition that significantly impacts overall body function.
Nimulid Strong boasts a unique selling proposition of containing two times the diclofenac concentration, promising faster relief for consumers suffering from neck pain. This strategic move is in alignment with Mankind Pharma’s commitment to expanding its consumer healthcare portfolio and addressing critical pain management needs.
The launch is accompanied by a compelling video campaign titled #GardanHilaateRaho that highlights the cultural significance of neck movements in Indian communication. The campaign, voiced in Hindi, intertwines the importance of unrestricted neck movement with the efficacy of Nimulid Strong in alleviating neck pain. Therefore, to address the problem, the brand came up with a powerful campaign of Nimulid Strong that focuses on “Kaam Chalate Raho, Gardan Hilaate Raho.”
The video narrative ingeniously connects various scenarios where neck movements play a crucial role in non-verbal communication, from expressing anger and love to showcasing progress and even celebrating national victories. It emphasises how Nimulid Strong, with its powerful two-times diclofenac formulation, ensures that neck pain doesn’t hinder these essential interactions.
Mankind Pharma Ltd vice president, sales and marketing head consumer business unit Joy Chatterjee shared, “Our entry into the topical analgesic market with Nimulid Strong marks a pivotal moment for Mankind Pharma’s consumer business. By focusing on neck pain, which can severely hinder daily life, we aim to empower millions of Indians to live and communicate more freely. Our innovative 2X diclofenac formulation, paired with a resonant video campaign, showcases how integral neck movements are in daily interactions. The campaign’s message, ‘Gardan dard ka specialist’ (Specialist in neck pain), positions Nimulid Strong as the go-to solution for this specific, yet widespread problem.”
Nimulid Strong will be available in both gel and spray variants, offering consumers flexibility in application. The product is set to be distributed across pharmacies and modern trade outlets nationwide, supported by an extensive marketing campaign across various media platforms.
With the topical analgesic market in India valued at Rs 1488 crore, according to IQVIA, Mankind Pharma’s launch of Nimulid Strong arrives at a pivotal moment. This strategic move aligns with the company’s commitment to delivering high-quality, affordable healthcare solutions. By focusing on specific pain management needs, Nimulid Strong represents a significant advancement in Mankind Pharma’s consumer healthcare segment, positioning the company to capture a substantial share of the expanding market through its established distribution network and strong brand reputation.
Mumbai: Ujjivan Small Finance Bank (Ujjivan SFB) announced the launch of its new brand campaign ‘Banking Jaise Meri Marzi, Ujjivan makes it easy-easy (Bank the way you want, Ujjivan makes it easy-easy)’. The campaign underscores the Bank’s dedication to giving customers the freedom to bank at their convenience, with a secure and hassle-free experience.
The campaign’s catchy jingle, ‘Banking Jaise Meri Marzi, Ujjivan makes it easy-easy,’ depicts a more easy and convenient way of banking with Ujjivan, saving time and effort. The film illustrates that banking with Ujjivan is both effortless and enjoyable, across phygital platforms. Ujjivan meets the diverse needs of its customers at their convenience, be it a working professional seeking accessibility, convenience, and personalisation or senior citizens seeking simplicity and trust in traditional banking.
The seven-week brand campaign commences on 2 September 2024, in eleven regional languages. This will be amplified across the web, OTT channels, and social media platforms through influencer engagement as well as at Ujjivan branches.
Ujjivan executive director Carol Furtado said, “As a responsible mass market bank, we are committed to creating a financial and digitally inclusive future for our customers. Our new campaign is an assurance to make banking easy, accessible – anytime, anywhere across phygital channels, in a secure and safe way. Our digital banking product suite aims to establish us as an easy and convenient Banking Partner.”
Ujjivan CMO Lakshman Velayutham said, “Customers perceive Banking as a necessary time-consuming chore. Our new campaign emphasises that banking with Ujjivan is now Easy-Easy. Our digital native customers have inspired this jingle and jig. We are confident that the film will make one hum and discover the easy way to banking and building better lives.”
The campaign has been conceptualised and created by Plan B Advertising. Talking about the campaign, Plan B Advertising, Bengaluru CEO Sunil Penugonda said, “There are banks and there are banks. Only rarely do you encounter a bank like Ujjivan. A bank that is deeply committed to keeping the customer at the centre. It is the first time we have seen a bank where customer service is a part of culture rather than a feature. Easy and Convenient is exactly what the film is attempting to capture. We believe that this proposition of easy banking will settle into people’s minds, thanks to the jingle, which is simple, direct, and memorable.”
Speaking about the campaign, Plan B creative director Karthik Venkataraman added “To communicate the plethora of products and services and their benefits, we chose to present them with a happy, hummable jingle. We then combined it with some fun, new age hook steps, choreographed in an easy and unique way! Together, they bring alive our offerings in a memorable manner.”
Mumbai: Tyroo, an ad tech platform in the APAC region, announced the appointment of Sumit Kumar, who has joined the Tyroo|CJ partnership as director – global growth programs.
Sumit Kumar brings a wealth of experience driving rapid growth and revenue within the AdTech industry, particularly in startup environments. With a distinguished career that includes leadership roles at InMobi, Mobext, Oxigen wallet and an earlier stint at Tyroo, Sumit has consistently demonstrated a strong track record in sales, business strategy, and team leadership. His appointment to Tyroo|CJ marks a strategic move to bolster the partnership’s global growth initiatives by leveraging his expertise in cross-border mobile and desktop demand and supply.
“Joining Tyroo|CJ is a thrilling opportunity to contribute to a company and a partnership that is spearheading the performance and affiliate marketing in APAC,” said Sumit Kumar. “I am eager to drive the success of the Tyroo|CJ partnership by focusing on expanding our market presence, optimizing our product offerings, and delivering exceptional client experiences on a global scale.”
Sumit continued, “Our mission is to generate substantial revenue growth by penetrating new markets, strengthening our collaboration with CJ, and ensuring that our clients in the US, UK, and EU fully benefit from our APAC capabilities. I look forward to leading these efforts and contributing to Tyroo|CJ continued success.”
“We are thrilled to welcome Sumit to Tyroo|CJ as our Director-Global Growth Programs”, said Tyroo CEO Siddharth Puri. “As more global brands look to expand their presence in the APAC region, they often face the challenge of needing local expertise and support to truly succeed. Our partnership with CJ is designed to bridge that gap, offering brands the regional insights they need. With Sumit on board, we’re further strengthening this commitment. His leadership and experience will be invaluable as we help these brands navigate and thrive in APAC, while also expanding our own global footprint.”
Sumit Kumar will be based in Bangalore and focus on driving Tyroo|CJ growth across key global markets.
Mumbai: Bold Care, a sexual health and wellness brand for men launches new quirky campaign #Sextember, dedicating the month of September to men’s sexual wellness. This campaign aims to spread awareness about Men’s sexual wellness across the country with multiple activities lined up in the whole month of September.
Bold Care co-founder Rajat Jadhav expressed his enthusiasm: “At Bold Care, we’re proud to be the ‘unofficial’ intimacy ally for millions of men across India. ‘Sextember’ is our way of celebrating all Indian men and helping them be bold, empowered, and informed. This campaign is more than just fun; it’s a commitment to making September the biggest month for awareness around men’s sexual health and wellness. We’re excited to take this journey forward and own the month of Sextember with activities that resonate with our mission.”
Bold Care’s #TakeBoldCareOfHer campaign had become the talk of the town for all the right reasons earlier this year. The fan-favourite ad films starred the dynamic duo of Bold Care co-founder and actor Ranveer Singh and internet sensation Johnny Sins, which created a banter to behold. Bold Care’s new campaign Sextember comes packed with the right template to create yet another iconic campaign that has the power to educate lakhs around the nation about men’s sexual wellness and health.
Mumbai CYLNDR India, a production company for creative, production and new-age content, has launched an impactful advertising campaign for Rollick Ice Cream, a heritage brand under Prestige Ice Creams Pvt. Ltd., ahead of the Durga Puja festivities. The campaign, spanning television, digital films, and print, is part of Rollick’s relaunch strategy as the brand redefines itself in its new avatar.
The #jomejabe campaign is a large campaign covering all channels including TV, Print, Digital, Social and OOH. The campaign features a TV commercial and two digital films, released in Hindi with localized versions in Bengali for key markets where Rollick Ice Cream has a strong presence. The campaign also includes print advertisements and out-of-home (OOH) placements, developed through in-house photoshoots and creative efforts by CYLNDR India. Designed to generate excitement and establish a strong media presence, the campaign leverages the festive spirit of Durga Puja to enhance brand visibility and drive consumer engagement.
CYLNDR India, known for its end-to-end production capabilities, managed the entire campaign from initial concept to final delivery through their state-of-the-art Mumbai studio. This comprehensive approach included conceptualization, scripting, pre-production, production, post-production, and a lifestyle photo shoot for the print campaign. The setting, an aesthetically designed Bengali home, captures the essence of Durga Puja with its wooden decor and traditional props, featuring a youthful Bengali-speaking cast embodying the vibrancy of pandal hopping.
Rollick Ice Cream Head of Brand Marketing Amit Paul expressed his enthusiasm for the campaign, stating, “The East of India brims with a rich culture, spanning all aspects of life. Rollick is a Born-in-the-East brand that creates new experiences, inspired by the joy of the familiar. Rollick strives to be the sweetest part of every occasion that this Eastern culture brings. This campaign celebrates the excitement of Durga Puja among young foodies who love the taste of their culture. CYLNDR India has been an exceptional partner in bringing our vision to life with creativity and precision. We are confident that this campaign will resonate deeply with our audience and support our efforts to expand our market presence as we relaunch Rollick Ice Cream with a refreshed perspective.”
The director behind the campaign Albin Jaison added, “Having worked with Rollick in the past on multiple projects, there was a certain ease and comfort. We had a strong understanding of their audience and brand values, which made it a fun experience. Doing a festive theme is always enjoyable. Shooting in Mumbai meant that we had to be spot-on with the locations, production design, and casting to get the aesthetic right. It is a proud moment to be able to execute the entire project in-house at CYLNDR India, from initial concept to final product.”
CYLNDR India business head Meera Ghare commented, “We are honoured to have taken on full creative and production responsibilities for this campaign with Rollick, building on our past successful collaborations. At CYLNDR India, we invested our utmost efforts across all aspects of the project—from casting to production—to deliver cutting-edge films that align with the brand’s ethos. We are grateful to Prestige Ice Creams for entrusting us with this opportunity and eagerly anticipate future collaborations that continue to drive innovative and impactful results.”
The #jomejabe campaign will be launched in East India, targeting key markets. It will be amplified across television, digital platforms, print, outdoor media, OTT channels, social media, and retail touchpoints, ensuring broad reach during Durga Puja and beyond.
CYLNDR India is renowned for its ability to deliver end-to-end content solutions for brands across various platforms and mediums. With this campaign, they have once again demonstrated their expertise in creating impactful, high-quality content that connects with audiences.
Mumbai: The Sleep Company (TSC), a Comfort-Tech brand, distributed around Rs 1 crore worth of free mattresses across major metros including Delhi, Mumbai, Chennai and Hyderabad. As per the press release, This makes it India’s first mattress brand to announce such a huge giveaway and is a testament to the leadership’s vision of helping India sleep better.
TSC recently launched its 100th COCO (Company-owned, Company-operated) store in India and celebrated the significant milestone with this offer, making it a unique opportunity for people across the nation to experience the unparalleled comfort and quality of its mattress at no cost.
The free mattress giveaway campaign received an overwhelming response from people nationwide on 31st August 2024. A total of 6000+ individuals visited the designated TSC stores across four cities to claim the free mattresses patented with SmartGRID technology, displaying a remarkable enthusiasm for its world-class product. The Sleep Company further delighted residents by offering 1000+ free pillows to those who visited its stores during the offer time, ensuring that more people experience the comfort of its products. Before the stores even opened, a long queue of eager customers had already formed, making a historic mark with the store packed with people.
To create awareness about the massive giveaway, The Sleep Company also engaged over 100 influencers by giving them a first-hand experience of its products at its stores and leveraged traditional print media to engage directly with city locals.
The Sleep Company co-founder Priyanka Salot said, “We are thrilled to celebrate the 100th store milestone by giving away 100 free mattresses across India in our mission to help people sleep better. The giveaway took place across Delhi-NCR, Mumbai, Chennai and Hyderabad. In the first phase, we conducted a similar giveaway in Bengaluru, making this India’s largest mattress giveaway worth Rs 1.25 crores. We are incredibly grateful to our customers, who have played an instrumental role in our growth journey and this is a true reflection of the strong bond we share with them. People across the key metros are often faced with sleep deprivation issues due to their busy lifestyles. Through this initiative, we want to provide people with an opportunity to take home our patented SmartGRID mattress and have an out-of-the-world sleeping experience for over a decade.’’
The Sleep Company chief marketing officer Ripal Chopda added, “This giveaway is our way of thanking our customers for their trust and loyalty, and we look forward to catering to more customers in the years to come. With the innovative and patented SmartGRID technology, our mattress provides deep and undisturbed sleep to individuals. Our omnichannel expansion across the country is to offer a superior and delightful experience to our customers and redefine the way people sleep and sit.”
The giveaway campaign took place across these stores – Kandivali, Thane, R City Mall and Bandra in Mumbai; Lajpat Nagar and Preet Vihar in Delhi; Golf Course Road in Gurgaon; Gaur City Mall in Noida; Nungambakkam, OMR, Anna Nagar, and Adyar in Chennai; Jubilee Hills, Kokapet, Sarath City Capital Mall, and Karkhana in Hyderabad.
