Mumbai: Paisalo Digital Ltd, a non-deposit-taking non-banking financial company (NBFC) registered with the Reserve Bank of India has proudly announced the launch of its new initiative ‘#PaisaloRakhegaKhayal.’ In light of the severe heatwave gripping Delhi and other northern regions, the NBFC’s drive is dedicated to the well-being of its on-field staff, ensuring they are equipped to work during the grueling heatwave.
As part of this initiative, Paisalo Digital Ltd will equip its on-field staff with strategies to manage their work and ensure safety during the heatwave. The company will distribute temperature-regulated water bottles to employees as a reminder to keep themselves hydrated during their work hours. These specially designed bottles maintain cool temperatures, acting as practical tools to help effectively mitigate the effects of extreme heat. This gesture underscores Paisalo’s unwavering commitment to the health and safety of its dedicated workforce.
In addition, Paisalo Digital Limited is harnessing the power of technology to bolster this initiative. An innovative IVR setup will regularly remind the workforce about heat safety measures. Through the company’s internal channels of communication, continuous updates and health tips will be disseminated to 2124 on-field working staff during working hours to help them manage their work during the heatwave.
Commenting on the initiative undertaken by the company, Paisalo Digital Ltd VP of marketing Nishtha Sharma shared, “We understand this heatwave can be tough on our on-field team. Paisalo wants to assure them that their well-being is a priority. During this heatwave, we not only take business updates from our on-field team but also prioritize their well-being through this initiative.”
Paisalo Digital Ltd is known for empowering the rural and semi-urban segments with uniquely customized loans tailored for small business owners. The company consistently seizes every opportunity to support the holistic growth of the people associated with it, ensuring they thrive in all aspects of their lives. By fostering financial inclusion and prioritizing the well-being of our on-ground staff, Paisalo remains committed to making a meaningful impact in the communities we serve.
Mumbai: Have you ever stumbled over the word ‘Croissant’ and wondered how it’s pronounced? You’re not alone! Britannia Treat Croissant, under Britannia Industries Ltd, India’s largest bakery foods company, embarked on the mission to settle this pronunciation challenge with their innovative ‘Croissant Pronunciation Internship’. This one-of-a-kind internship opportunity aimed to discover young extraordinary enthusiasts who can make ‘Croissant’ roll off the tongue like poetry.
From over 70,000 applicants, Britannia Treat Croissant found not one, but two Croissant Pronunciation Experts who were rewarded with a stellar stipend of Rs 3 lakhs each. Anshu Verma and Ronica Bajaj were hired as interns and they spent a fun and engaging day at Britannia, showcasing their enunciation prowess during their one-day internship with Britannia. The campaign was designed and executed by Britannia Treat Croissant in collaboration with Youngun.
“Britannia is always looking for creative ways to engage our audience and the success of the ‘Croissant Pronunciation Internship’ is a testament to our ability to create campaigns that are both impactful and memorable. This campaign has not only corrected a common mispronunciation but also helped us in engaging with our audience in a fun and meaningful way to create awareness for the product and the category” Britannia chief business officer – bread, cake and rusk – Yudhishter Shringi.
Within the first 24 hours of the campaign’s launch, 25,000 individuals had already applied for the internship opportunity. Overall, the campaign reached a significant audience of 50 million, generated over 18,000 comments on the post, and witnessed an impressive six-fold increase in the Instagram follower base. Additionally, the campaign inspired over 100 user-generated posts on social media, further amplifying its impact and reach. The campaign’s presence also expanded offline, with out-of-home advertising illuminating the streets of Chennai, Kolkata, Pune, and Bangalore. Collaborations with Internshala ensured the internship opportunity reached far and wide.
Britannia’s ‘Croissant Pronunciation Internship’ has indeed found its experts, proving that even the pronunciation of the trickiest words can be mastered!a
Mumbai: Tribes Communication proudly announces its collaboration with renowned Indian influencer Ankit Baiyanpuriya for an impactful influencer campaign promoting Honda Motorcycle and Scooter India’s most loved Shine 100 motorcycle. Leveraging Ankit Baiyanpuriya’s status as one of Bharat’s foremost ambassadors of fitness, discipline, and aspiration, the campaign highlights the Honda Shine 100 motorcycle’s key attributes: sturdiness, consistency, and efficiency.
The campaign aims to reach the target group through social media influencers, effectively communicating the product’s unique selling propositions. The target audience includes executives, business owners, and farmers who prefer economical, durable, and easy-to-use products, emphasizing performance, smart styling, and daily usability.
Influencers from various genres, including TV, films, entertainment, education, income, sports, auto, and farming, have been incorporated into the campaign across the target markets of Uttar Pradesh, Bihar, Rajasthan, Madhya Pradesh, Gujarat, Maharashtra, and Karnataka. By blending style, trust, and sustained performance with Ankit’s inspiring persona, the Honda Shine 100 has successfully reached its target audience, earning the trust of millions and motivating countless others.
Tribes Communication is thrilled to be at the forefront of such a dynamic campaign, showcasing the powerful synergy between the brand, influencer and the right target audience.
Mumbai: Bata India has appointed Meeru Gupta as head of legal. With over two decades of experience in navigating complex legal landscapes across India and emerging markets, Meeru brings strategic legal expertise and a customer-centric approach to her new role. Previously, she served as General Counsel at Varun Beverages – R J Corporation, where she led the legal practice, formulated litigation strategies, and managed cross-border acquisitions. At Philips India, as Director of Legal and Compliance, she was instrumental in key decision-making processes across the Lighting, Consumer Lifestyle, and Healthcare divisions.
Commenting on the appointment, Bata India MD & CEO Gunjan Shah said, “Meeru’s appointment marks a significant step for Bata India, aligning with the company’s commitment to excellence. I am certain that with her strategic legal acumen, she will proficiently steer the legal landscapes, contributing to business growth. With her passion for mentoring and empowering others, we look forward to having her in our Bata Family.”
Bata India head of legal Meeru Gupta added, “I am super excited to join Bata India, a company renowned for its rich legacy of trust and unwavering commitment to quality. As I take on the mantle of Head of Legal, I am committed to leading with compassion and fostering a collaborative environment. My goal is to empower my Bata family with my expertise in providing efficient legal counsel.”
Mumbai: PR Professionals, the flagship company of the PRP Group, announced the appointment of Wing Commander RD Deshpande (retired) as president of defence business and HR services. This strategic appointment marks a significant step in strengthening its leadership team and expanding the company’s expertise in the defence sector and HR services.
Wing Commander RD Deshpande joins PR Professionals following his tenure with Byju’s where he led the learning and development function and spearheaded critical initiatives aimed at organizational development. With a distinguished military career spanning 22 years, he brings a wealth of leadership experience and specialized knowledge to the existing, diversified, and experience-rich team at PRP Group.
A decorated military veteran, WinCo RD is a recipient of the prestigious “Chief of Air Staff Commendation” for exemplary leadership during his career in the Indian Air Force. He has also held leadership roles in esteemed organizations, such as; Reliance Retail Ltd., Byju’s, ISHRAE, and Critical Care Unified Pvt. Ltd. An alumnus of some of India’s most esteemed institutions, such as; IIM Ahmedabad, Air Force Academy, Air Force Administrative College, Air Force Intelligence School, and the National Defence Academy, WinCo RD has honed his expertise and developed niche through rigorous academic and professional training. Apart from these, he has also successfully completed courses from the globally renowned institutions, like; XLRI, Jamshedpur and Jack Welch Management Institute, Strayer University, U.S.
At PR Professionals, WinCo RD will lead its Defence business along with HR Services. It is aligned with the Vision of the Founder and Managing Director, PRP Group, Dr. Sarvesh Tiwari and this expansion marks the very thought-through and robust strengthening plans of the company.
Dr Sarvesh shared “We are delighted to welcome Wing Commander RD Deshpande to the PRP family. His extensive experience in defence and corporate leadership, coupled with his expertise in HR, PR and learning & development, will prove to be invaluable for the company as we expand our offerings and reinforce our commitment to excellence. His unique experiences and perspectives from the armed forces, sound knowledge and stellar educational background adds a professional flavor to the team. We are confident that his visionary approach and strategic insights will drive significant growth and innovation for our clients and the organization.”
With over 28 years of rich and diversified experience in “people functions”, WinCo RD is a visionary, strategist and an expert in defining policies, processes, and implementing reforms. He is a certified behavioral trainer, excelling in ‘outbound, facilitation, and experiential training’. He is also an ‘executive presence coach’.
Commenting on his appointment, Wing Commander RD Deshpande said, “I am thrilled to join PRP family and am eager to contribute to the company’s mission of excellence in Defence business and HR Services. I am excited and at the same time committed to drive impactful initiatives and support the growth of our clients and the organization.”
PR Professionals has significantly expanded its senior leadership team, further bolstering its ranks with seasoned professionals. Most recently, the company welcomed Nishant Singhal as president strategy. Furthermore, in the preceding year, PR Professionals made strategic appointments to enhance its leadership cadre. Varun Aggarwal was appointed as assistant vice president (AVP) for business development, bringing his wealth of experience and expertise to drive business expansion initiatives forward. Additionally, the company added Sanjay Singh to its team, a distinguished media and PR veteran, who assumed the role of vice president.
PR Professionals is an integrated communications company that has been delivering quality and excellence since 2011 and has also initiated several philanthropic activities. It provides end-to-end branding and customized public relations solutions that enable businesses to become market leaders. From humble beginnings, PRP today has 12 offices in India and six offices in offshore locations. The 150-member team shares Tiwari’s passion for doing extraordinary things in PR and making a difference to the underprivileged through philanthropic activities.
Menstrual hygiene is an indispensable aspect of women’s health, yet it remains clouded by stigma, taboos and misinformation. There is a critical need to start the conversation without any shame and initiate awareness programs on menstrual hygiene to break taboos, promote good hygiene and empower women.
The impact of Menstrual Taboos and Stigma can lead to differences in health, education, and social equality. In many regions, menstruation is believed to be impure or shameful, resulting in exclusion from society. Some regions ask women to use separate spaces like “menstrual huts,” not allowing them to enter the kitchen or holy places, completely isolating women and increasing their vulnerability.
These restrictions cause a lack of communication leading to an unfavorable environment for women. From an economic standpoint, menstrual taboos lead to restricted availability of menstrual hygiene products. In tier two & three cities, with a lack of knowledge and availability of menstrual products, women resort to unhealthy choices, resulting in severe health problems and vaginal infections. In tier one cities, while menstrual products may be more accessible, the stigma still prevents many from seeking necessary medical care resulting in untreated health problems that also affect the mental health of women.
“We believe that breaking taboos is essential for achieving gender equality and empowering menstruators. We can create a more supportive and understanding society by providing education and access to healthy and innovative menstrual hygiene products. Our initiative to break taboos is about empowering women to reject stereotypes and embrace their true potential” – Sirona.
Here are some key strategies contributing to the positive evolution of menstrual hygiene awareness:
1. Awareness campaigns: Through a variety of campaigns, Sirona Hygiene constantly seeks to change the conversation on menstruation by organizing training sessions with school, college, corporate, underprivileged areas. This Menstrual Hygiene Day (28 May), Sirona encouraged everyone to join “TheBloodyConversation” to normalize periods and break down the taboos around periods especially among men, emphasizing the importance of unfiltered, open dialogue.
2. Leveraging technology: The way we communicate knowledge about menstrual hygiene is being revolutionized by technology. Apps, websites, and social media platforms are now pivotal in educating and connecting menstruating individuals, making crucial information more accessible and fostering supportive communities. Smart menstrual cups and period monitoring apps are just a few of the Technology advancements that are transforming how women handle their menstrual periods.
3. Men as role models & fostering open dialogue: It is important to promote a more informed, empathetic, and equitable society where menstrual health is understood and supported. When it comes to periods, there is often a lack of awareness among men, making it crucial to have open and comfortable conversations about menstrual health. Men can play a significant role as role models in this regard. By openly discussing and supporting menstrual hygiene, men can help break down stigma and promote understanding. This can lead to more empathetic attitudes and behaviors towards women, creating a supportive environment.
4. Promote policy change: Advocacy for inclusive policies that support menstrual health is vital. Policies should ensure access to menstrual products, education, and facilities in public spaces, schools, and workplaces. Policymakers can address the issue of menstrual hygiene through training programs, campaigns and free distribution of Sanitary pads and menstrual cups in both urban (for the underprivileged women) and rural India.
By implementing these strategies, society can make significant strides towards breaking the taboos and promoting menstrual hygiene awareness. Empowering individuals with knowledge and resources leading to healthier, more confident, and equitable communities. Let’s continue to support and advance these efforts to create a future where menstrual hygiene is understood, accepted, and prioritised.
The article has been authored by Sirona Hygiene’s head of marketing Anika Wadhera.
Mumbai: L’Oréal Paris proudly showcases its revolutionary CGI out-of-home (OOH) campaign, ‘See Life in Panorama,’ starring global icon Kendall Jenner. This innovative creative is a part of the larger launch campaign of the much-anticipated Panorama Mascara in India, a global bestseller that makes eyes appear up to 1.4 times bigger.
The ‘See Life in Panorama’ campaign highlights the product’s promise of bigger-looking eyes by taking over larger-than-life touchpoints! This innovative CGI is integrated on a cluster of billboards at vibrant neighborhood of Bandra Turner Road followed by other physical billboard displays in other prominent locations in Mumbai such as Worli Sea Link, Juhu Tara Road, & Goregaon West driving strong cues of luxury.
The CGI aims to bring out the concept in a way that is larger than life itself, a one-of-its-kind, phygital integration with an actual physical billboard enhanced through digital amplification. This concept is strongly based on reaction that CGI video leaves viewers questioning, “Was it real?”
This OOH campaign vividly illustrates the mascara’s advanced formula that captures every lash, ensuring they are beautifully coated and defined. Enhanced with L’Oréal Paris’ exclusive five per cent STRETCHFLEX COMPLEX technology, the campaign emphasizes the product’s ability to volumize every lash for a fully fanned-out, panoramic effect.
Conceptualised and executed by Tonic Worldwide & Posterscope India, the CGI OOH campaign is a visual feast that brings the Panorama Mascara to life in a spectacular way.
L’Oréal Paris India’s general manager Dario Zizzi expressed his excitement, stating, “We are thrilled to unveil this innovative OOH campaign to launch the gold-star Panorama Mascara in India. Panorama Mascara, all wrapped in its glossy gold packaging is here to give a luxurious experience to all our consumers, with every coat. With the launch of this campaign, we aim to set new benchmarks for product & marketing innovation because we believe – you’re worth it!”
Experience the magic of the ‘See Life in Panorama’ campaign at Turner Road in Bandra, Mumbai, and discover more about this exciting new mascara offering, now available in India.
Panorama Mascara by L’Oréal Paris, priced at Rs 999, is available to shop at e-commerce platforms like Nykaa, Myntra and modern trade counters like Lifestyle, Shoppers Stop & Nykaa on Trend.
Mumbai: In a world where criticism and doubt sometimes weigh down creativity and ambition, Nestlé MUNCH has unveiled its “Utha MUNCH, Dikha Crunch” campaign, encouraging individuals to embrace their unique qualities and confidently pursue their passions. Each bite of MUNCH celebrates the “crunch,” symbolizing the inner strength and resilience within each person, reminding them of the delightful rewards that come from staying true to themselves and pursuing their dreams.
Commenting on the campaign, Nestlé India director, confectionery business Rupali Rattan said, “Through this campaign, we want MUNCH to be an ally in crunching all the noise from the doubters and not letting anyone stop you from being your authentic self. We are hopeful that the crunch of MUNCH will emerge as a formidable force, emboldening the teens of today to rise above the noise and triumph against all odds.
VML North managing partner Jaibeer Ahmad further added, “Through relatable narratives and seamless storytelling, set in the young and vibrant Indian towns, we have showcased how Munch’s crunch is a rallying cry for teenagers to embrace their individuality and keep moving forward with an unwavering winning attitude.”
The campaign includes a series of digital films released across North and South India.
Mumbai: In India, cricket is more than a sport; it’s a cultural phenomenon that unites generations across all demographics. Embracing this passion, Britannia 50-50 announces two quirky campaigns, including Britannia 50-50 T20 Golmaal with Ravi Shastri and a new TVC film for Britannia 50-50 Sweet and Salty. These initiatives feature cricketing icon and former Indian head coach Ravi Shastri, who has been associated with Britannia for the past two years.
Britannia 50-50 kicked off the season with a new TVC with Ravi Shastri in a dual avatar for Britannia 50-50 Sweet and Salty. Conceptualized by Lowe Lintas, the TVC captures the essence of the cracker by showcasing Ravi Shastri in a playful dual persona, conversing with doves. As he experiences the sweet and salty sides of the biscuit, his interactions with the doves mirror the distinct flavours. His persona softens when he experiences the sweetness, but his response takes a witty and playful turn when he encounters the salty crunch. Through this campaign, Britannia 50-50 delivers a perfect blend of sweet and salty sensations that cater to the discerning tastes of today’s snack enthusiasts.
Britannia takes it a notch further by introducing an initiative in partnership with Mindshare India, seamlessly integrating AI technology. The Britannia 50-50 T20 Golmaal with Ravi Shastri offers an innovative way for users to interact with Ravi Shastri during the ongoing cricket season and receive Golmaal advice. Building on last year’s chatbot, Chatbot 2.0 initiative now includes a new AR feature, presenting an animated Shastri avatar that answers “Golmaal” questions with unexpected humor, keeping fans entertained regardless of the game’s outcome. This innovative addition activates the user’s rear camera, projecting a digital avatar of Ravi Shastri onto their screen, allowing users to ask questions directly, thus making the interaction smooth and engaging.
Teams involved in development have delicately crafted and trained this digital avatar of Ravi Shastri, and have humanised it further by mapping the face details, adding mocap to match mannerisms and training the voice using multiple LLM’s. Physical appearance aside, even the personality, way of speaking, and words used have been created to emulate his mannerisms. The chatbot seamlessly combines the best nest of new technology – AR engines of 8th Wall, Conversational AI technology of InWorld, Gen AI voice technology of Eleven labs and Xtendr’s proprietary tech layer to take engagement and experience to the next dimension of “real-time two-way conversations in both voice and text formats.
That’s not all, users can also win* exciting Golmaal cricket hampers and match tickets to Australia by recording and sharing their best Golmaal conversations with Ravi Shastri on Instagram or Facebook, tagging the handle @britanniasnackInc.
“We are thrilled to launch two exciting initiatives that perfectly capture the spirit of Britannia 50-50 and our deep connection with cricket. The Britannia 50-50 T20 Golmaal with Ravi Shastri and our Sweet and Salty campaign, both featuring Ravi Shastri represent our commitment to exploring new horizons and delivering unique experiences to our consumers. With the cricket fever gripping the nation, these campaigns are exciting and unpredictable, much like the sport itself. Ravi Shastri perfectly embodies the essence of Britannia 50-50, and we are confident that both campaigns will resonate deeply with cricket fans and snack enthusiasts alike.” – Britannia Industries CMO Amit Doshi.
Speaking about the campaign, Ravi Shastri said, “Partnering with Britannia 50-50 has been an absolute delight. As someone who is deeply connected to cricket, I appreciate the passion and excitement that Britannia brings to the game through its innovative campaigns. The Britannia 50-50 T20 Golmaal with Ravi Shastri offers fans a unique, interactive way to engage with me, while the Britannia 50-50 Sweet and Salty mirrors the dynamic nature of the sport. Britannia is doing fantastic work in connecting with cricket lovers and snack enthusiasts across the country, and I am thrilled to be a part of this journey.”
Ravi Shastri first brought his distinctive charm to the iconic Britannia 50-50 Maska Chaska TVC in 2022, where he perfectly depicted the desi and videsi styles of watching cricket and the emotions evoked by the flavors in Britannia Maska Chaska. Additionally, Shastri was featured in five humorous films for Britannia 50-50 Golmaal, where a player approaches him for guidance in each film. In response, in his inimitable style, Shastri imparts the ultimate strategy of “Golmaal.” His dynamic persona perfectly matches Britannia 50-50’s spirit, celebrating the brand’s long-standing association with cricket.
“Britannia 50-50, Cricket and Ravi Shastri are such powerful ingredients that you have to craft the right balance, or one can easily overpower the other two. Also, when you have a long cricketing season you don’t want your ad to be an irritant, instead something people look forward to in the breaks. We feel the Doves and the Guturgoos may have just helped us land these two things right.” – Lowe Lintas India regional creative officer Sarvesh Raikar.
“Generative AI is revolutionizing brand experiences, creating deeper connections with audiences and becoming a cornerstone of our marketing initiatives. By integrating AI with cutting-edge technologies like AR avatars, Mindshare is pioneering experiences that are not just industry firsts, but world firsts. Britannia 50-50 T20 Golmaal with Ravi Shastri exemplifies this innovation, offering a sustained, evolving property that continuously delights consumers with fresh and engaging interactions. We are committed to pushing the boundaries of what’s possible, ensuring that each encounter with our brand is memorable and impactful.” – Mindshare, South Asia CEO Amin Lakhani.
“At Xtendr our mission has always been to augment human vision using spatial computing & AI. We have been blending technology, design and human imagination to make objects talk and narrate brand stories in an immersive manner. This partnership with Britannia and the team at Mindshare had us take branded content conversations to the next level of engagement – creating something that has never been done before. We made brand storytelling real-time & immersive about the moments that matter the most.” – Xtendr founder and CEO Anurag Sachdeva.
Steps to chat with Ravi avatar:
1 Click on the link: https://www.5050cricket.in/ 2 Verify your details 3 Ask or Type your cricketing queries to Ravi 4 Get live Golmaal responses from Ravi’s AR avatar 5 Record and share your Golmaal conversation with Ravi on Instagram or Facebook tagging @britanniasnackinc 6 Stand a chance to win* a trip to Australia to watch a match or exciting Golmaal cricket hampers *T&C applied
Mumbai: Infra.Market, a construction materials company, is thrilled to announce the launch of the “Ghar Dhadakne Do” campaign by its direct-to-consumer (D2C) brand IVAS. Rooted in the essence of acknowledging the deep connection between homemakers and their homes, the campaign celebrates the fact that our homes breathe and live, just as we do. It is aimed at the idea of nurturing our homes with the same care and devotion we give to our beloved family members.
IVAS reinforces that homemakers spend significant time of their lives at home, finding comfort and companionship in its corners. With a heart full of affection, they cherish their homes as their child, family member, or friends. Much like we all prepare themselves for special occasions, IVAS encourages the grooming and enhancement of our homes, acknowledging the emotional investment we put in them. Empowering homemakers, IVAS offers a complete range of home renovation products that encourage the creation of homes radiating comfort, beauty, and functionality, transforming homes into living beings, because ‘when you love your home, it loves you back.’
IVAS has joined hands with renowned actresses Shilpa Shetty Kundra and Genelia Deshmukh to evoke this sentiment within every homemaker. This partnership emphasizes the significance of embracing our homes as integral family members.
Emphasizing the campaign’s core message, ‘Ghar Dhadakne Do’, Infra.Market co-founder Aaditya Sharda said, “We believe that the idea of a home is not just a physical space but a reflection of one’s identity. Our campaign celebrates the emotional connection people build with their homes. It showcases how IVAS can be their trusted partner in building their dream abode.”
Shilpa Shetty Kundra, known for her compelling screen presence, expressed her excitement about the campaign, “Building a home is a deeply personal experience. As someone who is House Proud, I value the importance of a well-designed home. I believe products from the brand IVAS offer the perfect blend of style and functionality, enabling homemakers to easily create their dream home. Together, let’s celebrate the love we have for our homes.”
Genelia Deshmukh, known for her vibrant and aspirational personality, expressed her enthusiasm, “A home reflects one’s dreams and aspirations. IVAS understands the desires and challenges of young homemakers. Their innovative products empower them to transform their homes into a reflection of their personalities, making the process enjoyable and rewarding. When your home feels happy, it reflects on your personality.”
The core philosophy of the ‘Ghar Dhadakne Do’ campaign stems from the consumer’s journey that allows them to create a home that is uniquely theirs. IVAS is revolutionizing the home building and renovation space by offering a comprehensive range of stylish products including Tiles, Bath Fittings, Sanitary ware, Fans, Lighting, Appliances, Modular Kitchen and Wardrobes, Designer Hardware and much more all under the same brand.
The campaign designed by the leading global creative agency BBH, within the Publicis Group underscores the pivotal role that a HOME plays in the life of a HOMEMAKER. It encapsulates the essence of nurturing and caring for our homes, thereby recognizing its true significance in our lives.
