Category: Media and Advertising

ExamFactor ignites CUET preparation with nationwide radio campaign

Mumbai: ExamFactor, the pioneering AI-driven exam preparation platform, has unveiled a comprehensive radio campaign titled “Revise, Test, Achieve” on 93.5 FM, aimed at bolstering awareness and readiness among undergraduate aspirants for the common university entrance test (CUET). This initiative seeks to bridge the information gap and equip students with the tools they need for academic success.

CUET, a pivotal examination for students seeking admission to undergraduate programs in Indian universities, demands rigorous preparation and strategic planning. Recognizing the significance of this examination in shaping students’ academic futures, ExamFactor has taken proactive steps to provide comprehensive support through its innovative radio campaign.

Targeting a demographic crucial to the decision-making process, the campaign speaks directly to parents, addressing their concerns and ambitions for their children’s educational futures. By highlighting the platform’s comprehensive resources, including crash courses and mock tests, the campaign underscores the critical steps towards achieving academic aspirations—revision, testing, and achievement.

“At ExamFactor, we are committed to supporting students in their journey towards academic excellence,” said ExamFactor product and growth head Viney Dua. “Our mission with the ‘Revise, Test, Achieve’ campaign is to empower students and instill confidence, helping them navigate the challenges of CUET preparation. We believe in the potential of every student to excel, and through this campaign, we aim to support them in realizing their academic and professional dreams.”

Expanding beyond 93.5FM, the campaign also resonates through Bengal, Delhi NCR, Lucknow, and Patna, leveraging popular channels like Radio Mirchi and Friends FM to ensure widespread reach. Complementing the radio outreach, ExamFactor is enhancing its visibility through targeted print and digital campaigns, aiming to connect with aspirants across various demographics and geographies.

For additional information about ExamFactor and its comprehensive suite of exam preparation tools, please visit: https://www.examfactor.com/

April 12, 2024
OYO swings into cricket season with 6000 free stays and fun ad campaign

Mumbai: Cricket season is upon us, and global travel technology company OYO is adding to the excitement with an exclusive offer for fans– 6,000 free stays across its premium properties like SUNDAY Hotels, Palette Hotels, and OYO Townhouses across India.

OYO’s Free Stays League campaign invites cricket fans to participate in a daily prediction challenge. Participants who correctly predict the winner of each match in the ongoing T20 tournament will be entered into a daily draw. Every day, 100 individuals will be rewarded with a free stay at a premium OYO property of their choice, along with Amazon vouchers worth up to Rs 5,000. Every correct prediction will get OYO Rupee worth Rs 100 that can be used towards their next booking with OYO. The participant with the most accurate predictions throughout the tournament will win the grand prize – an iPhone 15.

As a part of this campaign, OYO has launched a new ad film which playfully addresses those who might try to leverage personal connections for a free stay. The lighthearted ad features characters boasting about their (fictitious) connections with OYO founder and CEO Ritesh Agarwal. In one scene, a character claims their father convinced Ritesh to join the popular TV show Shark Tank as a judge, while another hilariously fabricates a childhood friendship, saying they used to play cricket together as kids. The ad concludes by highlighting that only one’s cricket prediction skills, not their network, will unlock these incredible free stays during the T20 tournament.

“Cricket holds a special place in the hearts of millions of Indians. As the nation celebrates another exciting cricket season, we wanted to offer a little treat to all the cricket enthusiasts out there and share the joy of the game. Our special offer not only adds excitement to the cricket matches but also underscores our commitment to providing unique experiences for our guests.” said OYO founder and group CEO Ritesh Agarwal.

“Creating something special during one the world’s most watched cricket leagues can be a little tricky as all the brands out there want to capitalize on this and capture the audience’s attention. With Free Stays League, we knew we wanted to take it away from the typical cricket ad and make it about regular people. The insight that people never truly say that they got something for free, but rather brag about getting it in different ways, hit home for us. Following Shark Tank, there has been a huge buzz around Ritesh Agarwal’s name, and we knew we had to leverage this. We are thrilled that team OYO shared our vision and supported us throughout.” said Blank The Agency founder & CEO Nikhil Chaudhary.

As OYO continues to redefine hospitality experiences in India, this cricket season offer reaffirms company’s dedication to creating memorable moments for its guests.

To join the contest, download the OYO app, click on the Free Stays tab, and predict the winner of the cricket match.

April 12, 2024
L’Oréal India appoints Raagjeet Garg as director – consumer products division

Mumbai: L’Oréal India has announced the appointment of Raagjeet Garg as director – consumer products division (CPD). He will take over from Pankaj Sharma, who has been elevated to managing director – consumer products division, L’Oréal Australia and New Zealand.

In his new role, Raagjeet will be responsible for the accelerated growth of L’Oréal India CPD which houses L’Oréal Paris, Garnier, Maybelline New York, and NYX Professional Makeup. He will lead the company’s initiatives on market growth strategies such as developing innovative product offerings, ensuring effective marketing and distribution, delivering on both valorisation and democratisation missions.

Commenting on the appointment, L’Oréal India MD Aseem Kaushik said, “I am delighted to welcome back Raagjeet as Director, Consumer Products Division in India. His marketing and business prowess will strengthen our vision to be India’s beauty advisor. Raagjeet brings a pioneering spirit and data driven mindset that will support the transformation of L’Oréal India into a leading Beauty Tech company.

Over the last four years, Pankaj Sharma has played a vital role in shaping our strategic omni-channel direction and growth of our consumer products’ portfolio. He has a proven track record of leading teams to provide exceptional innovation and experiences for our consumers. We wish him success in his new assignment.”

Raagjeet has over 20 years of experience in personal care and beauty. He joined L’Oréal in May 2009, and successfully launched Garnier Men in India. Subsequently, went on to lead L’Oréal Paris in India where he developed the Ecommerce business for the brand, ensuring a double-digit growth through his tenure. Raagjeet had a stint with L’Oréal Australia in 2019 as the L’Oréal Paris General Manager and then moved to L’Oréal Vietnam as the business head – consumer products division.

L’Oréal India director – consumer products division Raagjeet Garg said, “India is where I began my career with the L’Oréal Groupe and I’m happy to be back. It is an exciting time to be here, given the growing possibilities of the Indian beauty industry. There is a strong consumption need for science backed and sustainable innovations. As I take on this role, I look forward to elevating standards, inspire trust, and redefine possibilities in the ever-evolving landscape of beauty in India.”

April 10, 2024
Radisson Hotel Group announxes new campaign ‘#RadissonRoadTrips’

Mumbai: The Summer season, accompanied by long weekends, presents the perfect opportunity to embark on an exploratory journey across the country. As an increasing number of people are opting for freedom and the excitement of discovering hidden gems along the way, there has been an increase in the trend for road trips. From beautiful landscapes and ancient temples to fascinating cultural sites, it is an ideal time to escape from the humdrum of our regular routines and explore new places.

Radisson Hotel Group understands this growing interest perfectly, strategically placing a Radisson Hotel every four hours of driving distance. Starting this summer, the Group takes away all the stress of booking a stay along the way, introducing its latest offering – #RadissonRoadTrips.

From the serene retreats of Kumbhalgarh in Rajasthan or the vibrant beaches of Goa to the stunning beauty of Srinagar, travelers are assured of incredible savings on road trips and an unforgettable hospitality experience.

For stays between May 1 and July 1, 2024, travelers can avail exclusive discounts of up to 25% on properties across India. Those booking via the Radisson Hotel app, get access to app-only rates which give them an additional 10% discount. Travelers can access this members-only and time-limited offering by booking stays until April 20, 2024. Radisson Rewards members can earn an additional 2,000 bonus points per stay, along with a multitude of other benefits. Members booking via the Radisson Hotel app for the first time earn an additional 3,000 bonus points.

Radisson Hotel Group’s Road Trips campaign aims to connect travelers to various serene destinations in India such as Goa, Karjat, Lonavala, Navasari, Pondicherry, Kumbhalgarh, Pahalgam, and Srinagar while showcasing the exceptional benefits of the Radisson Rewards loyalty program. As the most streamlined loyalty program in the hospitality sector, Radisson Rewards offers three tiers – Club, Premium, and VIP for seamless earning and redemption of points. The innovative Discount Booster feature allows members to tailor their discounts by adjusting the number of points earned which sets Radisson Rewards apart from regular loyalty programs.

April 10, 2024
Identifying the perfect influencer for your brand: Crafting a tailored marketing campaign

Mumbai: Influencers are everywhere these days! With millions of people creating content online and building dedicated followings, it’s no surprise that influencer marketing has become a huge industry. The market is expected to be worth over $22 billion by 2025! This shows the power that influencers have to connect with audiences and promote products. However, finding the right influencer for your brand’s marketing campaign can be a daunting task. With so many influencers, how do you know which is the appropriate fit for your brand?

First and foremost, it’s important to define your brand’s goals and target audience clearly. Before you start searching for influencers, take some time to identify what you hope to achieve with your marketing campaign. Are you looking to increase brand awareness, drive sales, or generate leads? Once you have a clear understanding of your objectives, you can then begin to look for influencers who align with your brand’s values and target demographic.

When searching for influencers, consider their reach and engagement metrics. While it may be tempting to partner with influencers who have millions of followers, keep in mind that reach isn’t everything. It’s also important to look at their engagement rate, which measures how actively their followers interact with their content. An influencer with a smaller but highly engaged audience may be more effective for your brand than one with a larger but less engaged following.

In addition to reach and engagement, pay attention to the type of content that the influencer produces. Ideally, you want to partner with someone whose content aligns with your brand’s image and messaging. For example, if you’re a fashion brand, you may want to collaborate with fashion bloggers or Instagrammers who regularly post about style and trends. Similarly, if you’re a fitness brand, you might seek out influencers who share workout routines and healthy living tips.

Another important factor to consider is the influencer’s authenticity and credibility. Today’s consumers are savvy and can easily spot inauthentic endorsements. Look for influencers who genuinely resonate with your brand and products, and who are known for providing honest and unbiased reviews. Authenticity breeds trust, and partnering with genuine influencers can help enhance your brand’s reputation and credibility.

When reaching out to potential influencers, be sure to personalize your approach. Avoid sending generic mass emails, and instead take the time to research each influencer individually. Reference specific examples of their work that you admire, and explain why you think they would be a good fit for your brand. Building a genuine connection with influencers can increase the likelihood of them wanting to collaborate with you.

Once you’ve identified potential influencers, don’t be afraid to negotiate mutually beneficial terms. While some influencers may charge a flat fee for sponsored posts, others may be open to alternative arrangements such as product exchanges or affiliate partnerships. Be transparent about your budget and expectations, and be willing to negotiate to find a solution that works for both parties.

Before finalizing any partnerships, be sure to review the influencer’s past collaborations and content to ensure that they align with your brand’s values and standards. Look for any red flags such as controversial or inappropriate content that could reflect poorly on your brand.

Finally, remember that building successful partnerships with influencers takes time and effort. It’s important to cultivate relationships with influencers and invest in ongoing communication and collaboration. By nurturing these relationships and working closely with influencers, you can create authentic and effective marketing campaigns that resonate with your target audience and drive results for your brand.

This article has been authored by KlugKlug co-founder and CPO Vaibhav Gupta.

April 10, 2024
Converse India launches ‘CWTU’ campaign celebrating musical diversity.

Mumbai: Converse India reveals “Connect with the Unexpected” – a vibrant journey that ignites the creative spirit across India, aiming to weave a grassroots network of emerging creatives. This campaign is a tribute to the rich tapestry of Indian music, celebrating culture and self-expression.

At the core of this special project is an amalgamation of diverse music genres: Hindustani Classical, Multilingual Rap, Funk, R&B, Jazz, and Blues, with dashes of Pop, Beatboxing, Desi Hip Hop, and Indie. This melting pot of sounds creates an alchemy of styles, giving birth to music that’s unexpected and entirely unique.

Delving deep into India’s underbelly of music, the campaign invites creators who embody raw, unfiltered artistry. These emerging artists, brimming with talent, join hands to create 4 original tracks that carry personal narratives of special journeys filled with strife and fearlessness. The compositions are a testament to the power of collaboration, where unexpected connections foster innovation and originality.

The campaign’s message is clear: there are no boundaries to creativity. Inviting artists from all walks of life who are reflective of Converse’s ideology of free-spirited expression and uninhibited ambition, we’re putting emerging talent on the map, introducing their music to a wealth of listeners the world over. The campaign alludes to the brand’s eye for untapped potential with a pulse on cultural currency and a proclivity to always speak to the zeitgeist.

Collaboration

Under the banner of Converse India’s ‘Connect with the Unexpected’, these collaborations highlight the diverse and dynamic nature of India’s contemporary music scene, bringing together artists of varied backgrounds and styles in a celebration of creativity.

Nanku x Karun

Nanku, a 24-year-old music maven from New Delhi infuses his unique brand of music with his experiences in remixing and songwriting about self-realization. His album “Nanku Sharma” remains a favourite, with hits like ‘Kaafizyada’ and ‘5 min’ demonstrating his innovative take on Indian Pop Music. Collaborating with Karun, a Delhi-born poet and songwriter, whose journey began with notebook scribbles and evolved into emotion-charged songs, this duo represents a creative force. Karun’s albums ‘Granth’ and ‘Qabool Hai’ showcase his versatility and vulnerability, making this partnership a blend of lyrical depth and inventive sounds.

The track is to be revealed on social media on 19 April 2024

Krameri x Dhanji

Krameri, a student of A R Rahman, brings a fresh perspective to music creation. With 10 singles, 2 albums, and 4 EPs since her 2019 debut, her sound is constantly evolving. Dhanji, an Ahmedabad city native, is known for his vivid, narrative-rich rap verses. His prolific output includes 7 mixtapes in 3 years and the upcoming album ‘Ruab’. This collaboration between Krameri’s innovative soundscapes and Dhanji’s rap artistry promises to be a unique musical experience.

The track is to be revealed on social media on 10 April 2024

Pho x Bagi Munda

Pho, a beatboxer, singer, and songwriter, has been immersed in the art world for most of her life. Her transition from beatboxing to songwriting and singing has made her a notable figure in the Delhi music circuit. Bagi Munda, a Chandigarh-based rapper and visual artist, is known for his impact on the local hip-hop culture. His album “Dusvipass” and his work with

UNDERPASS crew have made him a symbol of creative resilience. Their partnership is a collision of styles resulting in a high octane and gritty number.

The track is to be revealed on social media on 16 April 2024

The Siege x Aksomaniac

The Siege, a Mumbai-based rapper, has made his mark with the album “Bubble Car,” chronicling his personal growth. His influence in the underground hip-hop scenes of Mumbai and Delhi is substantial. Aksomaniac, an engineering student and trained pianist from Trivandrum, brings a mix of R&B, Jazz, Blues, and Pop to the table. This collaboration melds The Siege’s raw rap narrative with Aksomaniac’s melodious versatility, creating an intriguing musical fusion.

The track is to be revealed on social media on 13 April 2024

April 10, 2024
Frodoh World welcomes Shamsuddin Jasani as strategic advisor

Mumbai: Fast-growing AdTech firm Frodoh World, now welcomes advertising and digital stalwart Shamsuddin Jasani as a strategic advisor. Shamsuddin brings a wealth of experience in scaling businesses and driving innovation. His deep understanding of cross-border markets and strategic insights will be instrumental in propelling Frodoh World’s product innovation, as well as local and global expansion efforts. In addition to scaling the business and capitalising on emerging market opportunities, Shamsuddin will help in the team’s expansion plans. He will also play a pivotal role in the launch of Frodoh World’s Digital Retail Media platform.

Shamsuddin Jasani last served as chief executive officer at Wunderman Thompson South Asia. He launched Isobar in India in August 2008 and was also a part of the board of Dentsu Aegis Network’s management in India. In addition to being a seasoned industry leader in the advertising and marketing space, he has a long-standing proven track record in scaling businesses and fostering innovation.

Speaking on getting associated with Frodoh World, Shamsuddin Jasani stated, “I am really excited about the work we are doing at Frodoh World in bringing innovation to the ad tech space. Frodoh World is at the forefront of the Connected TV revolution, I am excited about working with Russhabh and his team on not only the Connected TV space but also the Digital Retail Media space and many more such avenues that will revolutionize our industry and our offering to clients.”

Speaking on the development, Frodoh World CEO Russhabh R Thakkar said, “Shams has always been a mentor to me and we believe that his invaluable expertise will catalyze Frodoh’s leadership in CTV innovation, Digital Retail Media and our overall company growth. With his strategic guidance, we are poised to pioneer groundbreaking advancements in the CTV space and new ventures in Retail Media further solidifying Frodoh World’s position as a frontrunner in the industry.”

Starting April 2024, this strategic addition to the team is poised to bolster Frodoh World’s capabilities, driving its endeavours to the forefront of innovation and facilitating its sustained growth. Known to provide cutting-edge solutions in the CTV ecosystem Frodoh World is poised for rapid expansion under Shamsuddin’s guidance.

April 10, 2024
IdeateLabs creates the Gallery of Unconditional Comfort for Nilkamal on National Pet Day

Mumbai: How does India’s favourite furniture brand have a point of view on furniture damage? That too damage in its cutest form? IdeateLabs, one of India’s leading digital solutions providers, have the answer.

The brand — Nilkamal Furniture. The occasion — National Pet Day. The idea – #TheGalleryOfUnconditionalComfort.

Stemming from the observation of pet parents, the campaign celebrates every cat & dog’s scratchy & toothy relationship with indoor furniture. At the heart of the idea is the fact that no matter how much damage our furry little friends do to our furniture, we ultimately accept it with a wry smile and a shake of the head.

But what if, it were showcased as a piece of art!

Created as a UGC activation, the campaign was announced through a series of digital assets such as behind-the-scenes footage of these cute fur babies creating their furniture art. Nilkamal is inviting audience to share photos of their pet(s) and the furniture they have used as a canvas, using Instagram’s trending Add Yours feature. On National Pet Day, all the entries will be converted to a digital film to reveal #TheGalleryOfUnconditionalComfort, filled with endless meows & bow wows.

View this post on Instagram

A post shared by Nilkamal Furniture (@nilkamal_ltd)

View this post on Instagram

A post shared by Nilkamal Furniture (@nilkamal_ltd)

Commenting on the campaign, IdeateLabs chief creative officer Raman R.S. Minhas said, “The moment the team came up with this idea, we knew we had to do it. The beauty of the idea is that it’s so real. Having been a pet parent myself, the initial disappointment of getting your table or sofa scratched soon turns into a smile, and eventually a memory to treasure. That emotion is what we are capturing and celebrating in the #TheGalleryofUnconditionalComfort!”

As they say, you can’t spell furniture without fur. Share away and make your furry friend a part of The Gallery of Unconditional Comfort.

April 8, 2024
Times of India wins the ‘Green Brand of the Year’ at IAA’s Olive Crown Awards 2024

Mumbai: The India Chapter of the International Advertising Association (IAA) hosted the 14th edition of its annual property, the Olive Crown Awards 2024, on 5 April at the ITC Grand Central, Parel, Mumbai. The awards acknowledged the remarkable work of those individuals and corporations who drove the message of sustainability or ‘green advertising’.

The event was attended by senior marketing, media, and advertising professionals from across the country. The event was supported by The Hindu Group & ZEE News; Blue Star Ltd was the cooling partner; Radio City was the radio partner; while Vijay Sales, Rajasthan Patrika, ASUS and News18 were the associate partners for the event. Laqshya Media Group was the outdoor partner & Awardor the strategic partner.

An eminent jury comprising renowned professionals such as Anupama Ramaswamy (Chief Creative Officer, Havas Worldwide India), K.V. Sridhar (Global Chief Creative Officer Nihilent Limited & Hypercollective), Prateek Bharadwaj (Chief Creative Officer, Lowe Lintas India), Tista Sen (Creative Brand Consultant), Carlton D’Silva (Co-Founder, Musemakers & House of Awe) & Mukund Olety (Chief Creative Office, VML) shortlisted the winners through a rigorous process.

Jury members being felicitated at the event (L-R) Tista Sen, Avinash Pandey (President IAA India Chapter), Mukund Olety, Janak Sarda (Chairperson, IAA Olive Crown Awards), K V Sridhar

Avinash Pandey, President IAA India Chapter said “I believe these awards are not just unique but also very special. Unique because they are a symbol of intra-industry collaboration. Even though this is an IAA India Chapter property, it was launched 14 years ago at the GoaFest which is jointly run by the Advertising Club and the Advertising Agencies Association of India. Even now, it is associated with the Asian Federation of Advertising Associations, thereby being the only property with a real reach in both the Eastern and the Western parts of the world.

Special, because these awards symbolize the commitment of the Marcom industry to be not just guardians of their respective brands, but also guardians of Brand Earth..”

Avinash Pandey, President, IAA India Chapter

Adds Janak Sarda, Chairperson, IAA Olive Crown Awards “Any awards are only as good as the jury that judges them. So let me begin by thanking our jury members who were a real asset to us.

Our event could never have been held without the help of our supporters. Some have supported us for the second and third time. This marks them as loyal supporters of the environment.

And then I would like to thank those who have sent in their entries from all over the world. Their active participation shows that the marcom industry is indeed populated with people who believe that what’s good is also good for business. Finally, I would like to thank each one who is here today. All true friends of the environment. Planet Earth needs you.”

Janak Sarda, Chairperson IAA Olive Crown Committee 2024

VML bags 9 awards across categories including the ‘Green Agency Of The Year’ & Green Campaign of the Year’- for ‘#UnplasticIndia’

Teams from VML receiving the ‘Green Agency Of The Year’ trophy

The Times of India wins the ‘Green Brand of the Year’- Gold

Team from The Times of India along with presenters

‘Corporate Crusader Of The Year’ – Gold bagged jointly by Mathrubhumi Printing and Publishing Co. Ltd for the work ‘Mathrubhumi SEED’ & The Times of India for their work ‘#UnplasticIndia & Saving Our Stripes’

Mayura Shreyams Kumar, Director-Digital Business, Mathrubhumi Printing & Publishing Company Ltd receiving the trophy

The awards were presented across 17 different categories, including the coveted title ‘Green Crusader of the Year’ award, which was presented to Padma Shri Jadav Payeng for his life’s mission to put the green agenda on not just top of their list but to make sure that the people around them have stood up and taken notice. He has a forest spread over 550 hectares after him – the Molai Forest in Jorhat, Assam. Popularly known as the Forest Man of India, Jadav “Molai” Payeng is an environmental activist and forestry worker from Majuli. Over the course of several decades, he has planted and tended trees on a sandbar of the river Brahmaputra turning it into a forest reserve.

(L-R): Avinash Pandey (President IAA India Chapter), Bittu Sahgal (environmental activist, writer, and Founder, Sanctuary Nature Foundation), Jadav Payeng, Srinivasan K Swamy (Chairman – AFAA) & Janak Sarda (Chairman – IAA Olive Crown Awards 2024)

Malhar Kalambe gets the ‘Young Green Crusader of the Year’. He has been conducting beach clean-ups in Mumbai for the past five years at Dadar Beach, Mithi River & Airoli Mangroves, Elephanta Caves & Carter Road at Bandra. He uses social media to draw attention towards his cause, create awareness about environment conservation and plastic pollution, and gather a community of volunteers to help him with on-ground clean-up activities every weekend. He is an environmentalist, founder of BeachPlease and has won accolades from the Government of India as well as is the recipient of U.N. “I am the change I want to see in the world.’

Malhar with presenters

Earth Brigade Foundation get Gold in the category ‘Green NGO of the Year’.

Team from Earth Brigade Foundation receiving the trophy

Ramesh Narayan honoured with the ‘Most Sustainable Marcom Personality Award’ by EARTHDAY.ORG

Karuna Singh of EARTHDAY.ORG honors Ramesh Narayan

The ‘International Green Campaign of the Year’ Gold was won by Grameenphone ltd & Grey Advertising from Bangladesh for their truly outstanding campaign – Green Solar Network.

A ‘Committee Special Mention Award’ was conferred upon an initiative that brought together singers, artistes, green custodians and actors to act on the menace of Plastic waste. Asif Bhamla (Bhamla Foundation), Neeraj Roy (MD, Hungama), Ricky Kej, Shankar Mahadevan and Armaan Malik are a few of those who contributed to the cause.

April 8, 2024
Two Brothers Organic Farms launches #MakeFarmingCoolAgain

Mumbai: Two Brothers Organic Farms has launched a new brand film to change the perception of agriculture as a profession among the young generation. The brand film, featuring a voice-over by actor and director Vijay Raaz, was officially premiered on the company’s YouTube channel. The narrative is based on the journey of the brothers and co-founders Mr Satyajit and Mr Ajinkya Hange, who left their high-paying city jobs at the peak of their careers to move back to their village to build a farm that has positively impacted the lives of over 20,000 farmers. The theme inspired by their personal journey was conceptualized to send the message that farming is a cool and noble profession, which is no less than others. Through storytelling, the film also highlights the disparity between hectic city life and therapeutic farm life, aiming to make the youth connect with it on a deeper level.

To commemorate the online launch, Two Brother Organic Farms hosted an offline screening on their farm in Bhodani, Maharashtra, and various farmers’ markets, promoting the virtues of sustainable farming. Through this brand film, Two Brothers Organic Farms seeks to inspire the new generation of farmers to explore the peaceful farm life. It also aims to position itself as a source of fresh, nutritious organic food that upholds quality standards and facilitates traceability.

Two Brothers Organic Farms co-founder Satyajit Hange, expressed his thoughts on the new brand film, stating, “Today’s youth is increasingly looking at farming as a profession with no future, limited economic gain, and zero social respect. However, the young generation should not see it as an avenue without a future; otherwise, nobody will be left to produce food in 20-30 years. Farming is a noble profession as it offers food to our table, and as fourth-generation farmers, we believe there is an urgent need to create a social change so that more new young people feel comfortable embracing it as a profession. Through our story, we want to tell them that farming as a profession is both socially and economically rewarding and offers us the choice to make a difference in the environment. By highlighting the social and economic benefits of organic farming through our lens, we hope to spread the message that farming is cool and inspire a new generation of farmers to embrace it as their profession.”

The company, which has worked with over 2000 farmers and trained over 16000 farmers in their farmer institution, aims to change the new generation’s perception. Through this new initiative, the brand expects to inspire the youth to adopt sustainable farming practices and connect with consumers who seek chemical-free organic and nutritious food.

April 8, 2024