Mumbai: Protium, an engineering-driven pan-India lending major, has launched its #TakeTheLeapBeTheLeap campaign to celebrate International Women’s Day and promote gender equity along with women empowerment.
The campaign’s primary goal is to motivate and empower female professionals while also advocating for greater industry support. Additionally, it seeks to raise awareness about prevalent health challenges faced by female professionals, stemming from various factors encountered in their day-to-day work life.
The campaign began with an insightful discussion focusing on PCOD, anemia, and thyroid issues led by Dr Krutika Ramdin, MBBS, DNB – Obstetrics & Gynaecology, a seasoned practitioner with four years of experience. The agenda was to have it as a reminder to check on these as a lot of factors lead to such problems, stress being one of it, greatly a part of working professionals. The session explored various health concerns affecting women, highlighting preventive measures they can adopt. Dr. Ramdin provided valuable insights and guidance on managing these conditions, empowering women to take proactive steps towards their health and well-being
Additionally, it featured a dynamic panel discussion titled “Women in Finance: Inclusivity and Prospects,” held at Protium’s headquarters in Mumbai. Industry experts Anshu Mohta, Snigdha Agarwal, and Yashasvi Jain, all managing directors overseeing various verticals within the company, shared their insights and experiences, making the discussion both enlightening and inspiring.
Protium MD – human capital Jasmine Bawa said, “Protium is committed to fostering an inclusive environment where women are not just supported, but empowered to thrive. Through tailored policies and ongoing campaigns, we strive to ensure every woman in our organization has opportunities and resources to excel and reach her full potential”.
Previously, Protium implemented six different policies tailored specifically to empower the female workforce, which have received widespread positive feedback and significantly impacted women at Protium.
Mumbai: Future Generali India Insurance marked International Women’s Day 2024 with the launch of a trailblazing initiative, the #DontBeAPlus1 campaign. Aimed at raising awareness about the necessity of having a comprehensive cover addressing the varied needs of women across different stages of her life, rather than being relegated to the status of a ‘plus1’ in a man’s health insurance policy, the campaign seeks to address gender disparity in health insurance.
Unveiling the #DontBeAPlus1 campaign, renowned author, columnist, and women’s rights advocate Twinkle Khanna emphasised the importance of women taking control of their health and financial well-being.
The campaign underscores the importance of women taking charge of their health and well-being by securing insurance coverage tailored to their specific needs. Future Generali India Insurance aims to empower women to prioritise their health and financial independence through this initiative, urging them to break free from the traditional norm of being added as a secondary beneficiary and opt for comprehensive health insurance plans.
Future Generali India Insurance CMO Ruchika Varma said, “At Future Generali India Insurance, Diversity, Equity and Inclusion is in our DNA, and all our efforts are aligned with this vision, be it at the workplace as an inclusive employer or as an inclusive insurer by way of the policies we design. Our market insights suggest that there is a gap between what women need in their insurance policy and what is currently being offered. Given their distinct anatomies, women’s health needs vary from those of men, their health protection requirements differ and hence they need products that caters to their unique needs. With #DontBeAPlus1, we are encouraging women to give due importance to their specific health needs while signing up for an insurance policy.”
With a view to bridging the demand gap, Future Generali India Insurance has launched a comprehensive insurance plan “HEALTH POWHER” to empower women and cater to their varied health needs.
Commending Future Generali India Insurance for spearheading such a significant initiative and encouraging women to prioritise their health by opting for comprehensive health insurance plans, Twinkle Khanna, said, “I think it’s great that Future Generali is helping women focus on their health by offering comprehensive women insurance solutions and they are leading the way in supporting their independence too. I’m excited to be part of this campaign, where women are taking care of themselves.”
Future Generali India Insurance’s latest film – A World full of +1s – showcases a literary award ceremony with the presenter on stage announcing the best author award going to Kumar’s+1. Reacting to this, Twinkle Khanna says, while it may sound a little absurd but it does happen, particularly in health insurance, wherein women get added as +1 in a man’s health insurance policies all the time. She then goes on to say women’s bodies and needs are different from men and hence it would not be right to settle for a health insurnace that is not designed keeping women’s needs in mind.
Mullen Lintas CCO Ram Cobain said “What looks jarring in fiction doesn’t raise an eyebrow in real life. We played on this absurdity to highlight how women are added as ‘+1s’ in men’s health insurance. Our idea was launched on Women’s Day with a social disruption. Twinkle Khanna, our brand champion, changed her Instagram bio to ‘Kumar’s +1’ before explaining why she did so, via the film. ‘Don’t be a Plus One’ isn’t just a campaign; it is a movement to get women to reconsider their health cover. After all, women’s bodies and needs are different from men – their health insurance better be, as well.”
Mumbai: In celebration of World Compliment Day, Pass Pass Pulse, a prominent hard-boiled candy brand from the DS Group, a multi-business corporation, and FMCG conglomerate, commemorated the occasion with a heartfelt campaign that paid tribute to the local heroes within the society. The ‘Pulse of Compliments’ campaign, this year, adopted a people-centric approach by extending compliments to individuals whose selfless actions serve as the foundation of communities.
DS Group’s Pass Pass Pulse, in collaboration with White Rivers Media, is currently showcasing billboards that feature The Late Trilochan Singh Ji (Founder, Veerji Ka Dera), Raji Ashok Ji (Chennai’s beloved ‘Auto Akka’), Aditya Kumar Ji (aka ‘Cycle Wale Guruji’), Anoop Khanna Ji (Founder, Dadi Ki Rasoi), Prince Mehra Ji (aka ‘Birdman’), and Ravi Shankar Ji (Founder, Roti Bank) in their respective cities of Delhi, Chennai, Lucknow, Noida, Chandigarh, and Bihar. Although these names may not be universally recognized, the deeds of these individuals eloquently convey the essence of humanity. Through this distinctive campaign, the brand offers a heartfelt tribute to the indomitable spirit of these exceptional souls who went above and beyond for the greater good of society.
Commenting on this collaboration, DS Group GM, marketing, DS Foods Arvind Kumar expressed, “Having celebrated World Compliment Day four years in a row, this time, Pass Pass Pulse approached it differently by directing focus towards individuals who exemplify selflessness. By harnessing the unique power of compliments, we aim to acknowledge the exceptional contributions of these remarkable individuals. It brings us immense joy to see them receiving the recognition they truly deserve.”
White Rivers Media co-founder and CCO Mitesh Kothari stated, “Our partnership with Pulse for World Compliment Day transcends traditional advertising. It’s about celebrating welfare heroes and promoting social change through advertising, igniting appreciation for acts of kindness that extend beyond city limits.”
The campaign was further amplified across social media platforms through compliment card templates on Instagram stories, encouraging users to participate and be the ‘Pulse of Compliments’ by tagging loved ones on their stories whom they wished to compliment. This user-generated content became an integral part of the campaign’s integrated approach, transforming it from a fleeting moment of recognition into a catalyst for change that ignited a ripple of compliments across digital communities.
Renowned brands like boAt, Magicpin, Ixigo, Dominos, Spicejet Airlines, Book My Show, CultFit, Meesho and Infinix India joined in to extend the Pulse of Compliments to these heroes, deepening the warmth of appreciation, and paying tribute to their exceptional contributions to our society.
If you happen to be in any of the cities mentioned, be sure to keep a lookout for these heartfelt billboards of our heroes. Let’s come together to honor their remarkable efforts by pausing to appreciate them. By keeping the compliments flowing, let’s continue to nurture a culture of positivity and kindness.
Mumbai: Well-known sports and wellness nutrition brand Steadfast Nutrition has launched a 360-degree campaign ‘Anaemia-Free She’ ahead of Women’s Day to raise awareness about the grave issue of iron-deficiency anaemia among Indian women. The campaign highlights the symptoms of anaemia- since they are quite insidious and therefore often remain overlooked and under-diagnosed until the disease becomes more severe, encourages women to visit a doctor once they experience symptoms, and urges them to fight anaemia through iron-rich foods and supplements. 57 per cent of women in the age group of 15-49 are anaemic, according to the National Family Health Survey 2019-21.
Steadfast Nutrition reached out to people through a narrative featuring a resilient woman’s struggle and victory over iron deficiency anaemia. The video strikes a chord with the audience through the emotive journey of the protagonist, a young woman with dreams who is passionate about her career and juggles work and relationships until an unexpected adversary threatens to cloud her ambitions – iron-deficiency anaemia. It highlights how she is pulled down in her career and personal life by the symptoms she is initially dismissive of until they become more severe leading to an inability to cope with day-to-day tasks. The video shows her transformation and empowerment after she visits a doctor, who diagnoses her with anaemia and advises her to take iron-rich foods and supplements. After a few months, she is able to once again become successful at her work and enjoy the pleasures of life with renewed vigour.
Steadfast Nutrition also conducted a drive in four NGOs across Delhi-NCR (Niveda Foundation, Sashakt Foundation, Sakshi-HUL Nutrition & Education Centre, and Setu Foundation) with a nutritionist educating around 400 adolescent and adult women about the causes, symptoms, and ways to treat iron deficiency anaemia and also about ways to prevent HPV, a leading cause of cancer among women in India. Four influencer athletes associated with the brand provided women with a holistic health plan and empowered them with confidence-building measures and ways to navigate their way in a patriarchal society. The company also distributed free iron supplements among the women in the NGOs.
Commenting on the campaign, Steadfast Nutrition founder Aman Puri said, “Anaemia is a silent and underdiagnosed problem that holds back the good health for women and girls in India and around the world. Many who are anaemic or have insufficient iron levels are unaware of their problem. Through the video and NGO drives, we wanted to raise awareness among women who grapple with this health condition and don’t realise that what they’re feeling – unexplained weakness, shortness of breath, heart palpitations, excessive hair loss, and pale skin – are signs of iron deficiency because the symptoms can be subtle or can be dismissed as being due to other problems. Our campaign also offers solutions to tackle anaemia through iron-rich foods, vitamin C that boosts iron absorption, and iron supplements. It will also contribute towards the national health goal of an ‘Anaemia Mukt Bharat’.”
Steadfast Nutrition also conducted a pan-India quiz through its social media handles to put the spotlight on anaemia by engaging audiences and highlighting preventive measures, nutrients, and supplements needed to overcome the health issue.
This is the third year in a row that the brand is conducting a campaign on Women’s Day raising awareness about iron deficiency anaemia and the nutritional support needed to treat it.
The campaign’s underlying theme of iron women every year emphasises the resilience and inner strength of women and the need to empower them with good health.
Mumbai: In line with Vedanta’s commitment to equality, diversity, inclusion at the workplace, and women empowerment as a whole, Vedanta Sesa Goa carried forward its nationally acclaimed initiative -#IronLadiesIndia2.0. on International Women’s Day within India and beyond. With fervent celebrations, Sesa Goa CEO Navin Jaju and Sesa Goa CFO Sourav Seksaria honoured the achievements of women achievers such as Dr Deepa Malik, Sakshi Kale, & Cecille Rodrigues. The campaign aims to spotlight stories of women achievers, honouring their exceptional contributions while paying tribute to the ‘Iron Will’ of women within and outside the organization. This year’s events also included the felicitation of those men, who have worked for the welfare and well-being of women viz. Arunendra Pandey from NGO Arz & Donald Fernandes from NGO Street Providence.
“At Vedanta Sesa Goa, we’re committed to creating an environment where women not only excel but lead on regional, national, and international stages. Our #IronLadiesIndia2.0. campaign epitomizes this dedication, celebrating the unyielding ‘Iron will’ of women within and beyond our organization. We empower women through various initiatives aimed at fostering economic self-reliance such as Project Jivika & SHGs, promoting inclusivity through sports such as Vedanta Women’s Football League & Sesa Football Academy, alongside technical skill development such as ITI & computer courses. Beyond professional achievements, we prioritize the holistic well-being of our female workforce, offering support such as sabbatical leaves for post-birth care and a ‘No Questions Asked’ work-from-home policy to ensure their mental and physical health. Proud catalysts of their metamorphosis, we shape personal and professional growth, nurturing sustainable societal advancement.” said Vedanta Ltd CEO- Sesa Goa Navin Jaju.
During the event, Arjuna awardee & para-Olympic silver medalist Deepa Malik stated that “I am honoured to be a part of the #IronLadiesIndia2.0 initiative of Vedanta Sesa Goa. Being termed an ‘iron lady’ is a matter of great pride for me and I will continue to demonstrate ‘ability beyond disability’ and continue to support women in their endeavours. My best wishes to the whole team of Sesa Goa for this campaign saluting the iron will of women.” As the recipient of prestigious accolades including the Padma Shri, Khel Ratna, and Arjuna Award, she has etched her name in the accounts of Indian sports history. She has also been working tirelessly to empower and enable underprivileged people with disabilities through her foundation Wheeling Happiness.
Cecille Rodrigues expressed her thoughts at the event and said that was a great experience to be a part of Vedanta Sesa Goa’s closing ceremony of the #IronLadiesIndia2.0 campaign. I urge all fabulous women out here to focus on themselves & undertake de-stressing activities from time to time, to care for their physical & well-being. Dance is one of those activities that helps so many people rejuvenate themselves, including myself.” Cecille is an incredible woman who has overcome incredible challenges and her participation in the dance reality show “DID Supermom” helped amplify her influence, earning her the moniker ‘Super Mom’ and garnering admiration nationwide.
Recounting on her experiences, Sakshi Kale expressed that “There is no shortcut to hard work & it is only with sheer perseverance that one can succeed at their chosen paths.” She also thanked Vedanta Sesa Goa for bestowing this honour & felicitating her. Sakshi Kale is a 19-year-old champion athlete from Usgao, Goa. She was the first blind athlete to win a medal for Goa at the Para Athletics National Championship in Bhubaneswar in 2022 and has become an inspiration for many despite being visually impaired.
Vedanta Sesa Goa chief corporate communications officer Sandhya Malik stated, “It has been an absolute honour to witness that the #IronLadiesIndia2.0 campaign has evoked unprecedented, genuine engagement & support from the #SesaGoaCommunity & beyond, which salutes the ‘Iron Will’ of women & is a celebration of their remarkable resilience & strength. For us, it has always been about recognizing women like Dr. Deepa Malik, Sakshi Kale & Cecille Rodrigues who’ve broken countless barriers to reach the pinnacle of their respective fields, the glass ceilings they have shattered, and the invaluable impact they have had in inspiring us all. Through this campaign, we want to commemorate these women as we aim to inspire a new generation of women leaders, innovators, and changemakers who are unafraid to challenge the status quo.”
The company launched a campaign on its digital and numerous communication platforms that demonstrated the laudable achievements of women from community and Vedanta Sesa Goa. Videos of Vedanta Sesa Goa employees and community women achievers highlighting their journeys, were shared on social media and through other communication platforms. Through this campaign, Vedanta extended an invitation to everyone to join in celebrating and saluting the ‘Iron Will of Women’ who inspire and empower countless others.
The event also saw several women employees of Sesa Goa being recognised by the Senior Management of Sesa Goa for their contributions namely Manali Turkar, Samantha Pereira, Rinki Patel, Swetha JS, Nilima Gadekar, Ananya G, Priyanka Baboria, Ms. Priyanka Naik, Saumyata Singh & Pradnya Sawant. The campaign has received an overwhelming response from employees and business partners of Sesa Goa as well as the community at large across all Sesa Goa locations in India and West Africa namely, Goa, Maharashtra, Orissa, Karnataka, Gujarat, and Liberia.
Vedanta Sesa Goa’s dedication to women empowerment extends beyond the workplace, with initiatives such as educational field trips and volunteerism activities aimed at empowering women in the community. Notable achievements include a significant increase in gender diversity ratios and recognition for excellence in diversity and inclusion at various national and international platforms.
The Vedanta Group demonstrates a strong commitment to diversity, equity, and inclusion (DEI), exemplified by recent initiatives such as the recruitment of women from defence services. Through DEI, the company fosters creativity, broader thinking, and fresh perspectives, contributing to enhanced performance and growth. Several programs have been designed to promote inclusiveness and develop women leaders, including initiatives in corporate and industrial security.
Mumbai: On International Women’s Day, Otipy, the pioneering agritech start-up is highlighting gender inequality within the industry. Through a powerful video campaign called ‘Annapoorna’ Otipy highlights the indispensable contributions of women to agriculture, particularly amidst the backdrop of increasing urban migration among men.
As urbanisation continues to draw men away from rural areas, women are stepping into vital roles within agriculture. They are cultivating crops, laboring on farms, and participating in related sectors such as animal husbandry, gardening, and post-harvest processing. These diverse contributions highlight the crucial role that women play in sustaining agricultural communities and economies.
Otipy’s ‘Annapoorna’ video campaign emphasizes that ending poverty necessitates the eradication of gender discrimination. It highlights how gender inequality deprives women of their rights and opportunities, perpetuating cycles of poverty. This cycle entraps women in a state of economic disadvantage, underscoring the urgency of dismantling gender-based biases and promoting equality.
Otipy founder & CEO Varun Khurana expressed the organization’s commitment to empowering women in agriculture. “At Otipy, we believe in the transformative power of empowering women in agriculture. The resilience, skills, and dedication that women bring to the sector are unparalleled. Through our campaign ‘Annapoorna’, we aim to reinforce the urgent need to dismantle gender-based discrimination, recognizing that true progress in ending poverty requires the full and equal participation of women in every facet of agricultural development.”
In line with its mission, Otipy announces plans to conduct monthly training sessions for women farmers. These sessions, facilitated by teams from various stratas of life at Otipy, will cover essential practical skills like internet navigation, creating safe finance management, using smartphones, watching out for underlying ailments, hygiene practices, etc. Additionally, Otipy is also trying to address societal taboos surrounding issues like menstrual hygiene and periods, ensuring that women can engage fully in agricultural activities without encountering discrimination or barriers.
Through these initiatives, Otipy reaffirms its dedication to fostering gender equality and empowering women in agriculture. By providing resources and support, Otipy is laying the groundwork for a more inclusive and sustainable future for women farmers.
Mumbai: L’Oréal Paris has unveiled its latest campaign showcasing the revolutionary Total Repair 5 range. This compelling campaign features the iconic Aishwarya Rai Bachchan, the global spokesperson for L’Oréal Paris, highlighting the exceptional prowess of L’Oréal Paris Total Repair 5 range to restore damaged hair. The campaign has been translated in 7 local languages in Hindi, English, Bengali, Marathi, Kannada, Punjabi and Telugu for better regional penetration.
The L’Oréal Paris Total Repair 5 haircare range is specifically designed to address the five signs of damaged hair– frizz, breakage, dryness, stiff hair and split ends, without weighing it down. Recognizing that damaged hair often lacks the essential natural cement that fortifies it, the L’Oréal Laboratories have pioneered the revolutionary Keratin XS technology. Powered by up to nine per cent repair concentrate + Keratin XS, L’Oréal Paris Total Repair 5 range offers a comprehensive solution for damaged hair. This technology replicates the hair’s natural cement by incorporating the smallest form of Keratin XS, which deeply penetrates the hair fibres for faster repair, ensuring stronger and healthier hair from the very first application.
On the launch of the campaign, L’Oréal Paris India general manager Dario Zizzi expressed his vision stating, “We are delighted to present our latest Campaign for the Total Repair 5 range. This campaign underscores our commitment to providing science-backed products to our consumers and celebrating beauty in all its forms. Total Repair 5 is an iconic franchise and has been loved by consumers for more than a decade for its repairing properties. It continues to live up to its promise of “five problems, one solution” and thus remains a strong pillar in our portfolio. Through this campaign, we aim to inspire women across the country to embrace their hair confidently and trust L’Oréal Paris for expert care for their demanding hair needs. We firmly believe that every woman deserves the utmost care, and she is truly worth it!”
The Total Repair 5 campaign will be launched across various digital platforms, television channels, social media platforms, in-store touchpoints and outdoor offering consumers an immersive and engaging experience.
Mumbai: Charged by Thums Up, the all-new beverage brand from The Coca-Cola Company, has unveiled its new campaign “Mind Charged, Body Charged,” featuring Aamir Khan and Darsheel Safary.
Along with its new packaging and flavour, new Charged promises to deliver an unmatched drinking experience that leaves consumers invigorated, both in mind and body.
Conceptualised by Ogilvy, the new Charged film features Aamir Khan and Darsheel Safary in a visually appealing narrative, with Aamir portraying various avatars throughout the film in larger-than-life situations. The creative is meant to show how Charged acts as the enabler to accomplish impossible, big achievements which require both physical agility & mental alertness. The campaign highlights the product’s invigorating effects, empowering Gen-Z to embrace and overcome life’s challenges.
Talking about the campaign, Coca-Cola India and South-West Asia senior category director, sparkling flavors Tish Condeno said, “With the introduction of the new Strawberry variant of Charged by Thums Up, our aim is to continuously innovate, providing invigorating experiences to consumers. With this campaign, we are thrilled to welcome the legendary Aamir Khan back to the Coca-Cola family after 17 years, embodying the essence of Charged alongside Darsheel Safary, evoking a sense of nostalgia and excitement.”
Aamir Khan, commenting on his association with the campaign, said, “It’s a really fun script, and I was really ‘charged’ by the concept, and I really enjoyed doing it. I’m happy to be a part of the Thums Up/Coke family. I am looking forward to the campaign going public and the audience response.”
Darsheel Safary, commenting on the association said, “It’s an absolute honour to be associated with the legendary Aamir Khan and reuniting on the screen with him after 17 years post Taare Zameen Par. As a young individual, I’m thrilled to embody the spirit of Charged, inspiring others to embrace life with vigor and passion, just like the beverage itself.”
Ogilvy India chief creative officer Sukesh Nayak said, “Mind charged, Body Charged is an anthem of possibilities. Aamir Khan and Darsheel reunite after 17 years to ignite a passion of being able to do anything and everything. Aamir was a delight to partner with and he truly pushed the team to go beyond the obvious. He has personally sat through each and every role and crafted them to perfection. Hat tip to Adavit Chandan, the director who made this vision come to life with such class and passion. Big thanks to the entire team who pushed all boundaries to make mind charged and body charged happen.”
Charged by Thums Up continues to push boundaries, ensuring that its offerings resonate with evolving consumer preferences. The campaign will be rolled out on TV, digital and social.
Mumbai: GoMechanic, a leading car service provider, has announced the launch of its innovative marketing campaign, “Nahi Karani Thi”. This campaign aims to redefine the car servicing experience by emphasizing the importance of choosing reliable and professional service providers.
The “Nahi Karani Thi” campaign features a series of captivating video advertisements that showcase real-life scenarios where individuals encounter unexpected car troubles due to the informed decision of getting their car serviced from an untrained mechanic. These relatable situations are presented with a humorous touch, featuring a character who questions the choice of service provider, reinforcing the campaign’s tagline: “Nahi Karani Thi – Car service toh GoMechanic”
Campaign aims to achieve multiple objectives:
1 Increase brand wareness: GoMechanic seeks to amplify its presence and establish itself as the preferred choice for car servicing, highlighting its commitment to reliability and trust.
2 Enhance credibility: By showcasing the consequences of choosing unreliable service providers, through the character of Bablu Bhaiya the campaign aims to position GoMechanic as a superior alternative in the market.
3 Drive action: Through engaging storytelling and relatable scenarios suited for various target audiences, the campaign encourages car owners to prioritize their vehicle’s health by opting for GoMechanic’s professional servicing solutions.
“We believe that car servicing shouldn’t be a regrettable ‘Nahi Karani Thi’ experience. Our campaign is a humorous yet earnest reminder to prioritize reliable and professional service. We’re not just changing oil; we’re changing the game, setting new standards for trust and excellence in the automotive industry. Your car deserves the best, and at GoMechanic, we’re here to redefine what ‘car service’ truly means.” – GoMechanic CEO and co-founder of commented on this new campaign.
With the “Nahi Karani Thi” campaign, GoMechanic takes a unique and impactful approach to revolutionizing the car servicing industry. The campaign not only emphasizes the importance of regular car maintenance but also establishes GoMechanic as the trusted partner for all car servicing needs. This reinforces GoMechanic’s commitment to exceptional service and its dedication to driving positive change in the automotive sector.
Mumbai: The power of movies on television, often referred to as “The Big Picture”, has impacted how we consume entertainment, making it an essential part of our lives. Not only that, the synergy of Movies and TV has also proven to be lucrative for brands who want to reach India at large and impact their daily lives. In a series of chats with marketers and media veterans, we discuss all things related marketing, media and especially movies. Indiantelevsion.com founder, chairman & editor-in-chief Anil Wanvari, discusses all things related to marketing, media and especially movies with Innocean Worldwide Communication Pvt Ltd executive VP B. Shridhar.
Edited excerpts
On your early life, educational qualifications and extra curricular activities
I was born in Delhi in a Tamil Brahmin household and spent my whole life in Delhi. My parents always emphasized the need for education but I was little better than an average student. Sports were a big deal for me. It was an escape from Mathematics especially. I studied at the Kirori Mal College, Delhi University and did BA Honors in Geography with the objective of appearing for civil services. Few of my friends got involved in the bandwagon of MBA so I also followed them because I was told you would be needing Maths at a working level rather than a scientist level. I also went into doing an MBA in marketing. When I was growing up in the late 1980’s, it was a great period for Indian advertising. I got a sense of freedom while working in the industry rather than getting clogged in a corporate suit. That’s me in a nutshell and I can say that despite being raised with old school values, I would say that sports have been a big deal in my life.
On your journey and milestones
When I started my career in 1984, I actually wanted to be a part of Account Planning because Mr. Santosh Desai used to be a faculty. Once he called me in his office while he was in Mudra and he said we have an opening in Media Planning but I said I wanted to do Account Planning. He said that taking Account Planning in the initial year is about going and doing research left, right, center. He reckoned that I will do better in media planning. So at the end of the day, I thought about doing some planning and I got pretty latched on to it, starting my career in Mudra. I used to mainly work on Nestle. I carried on and moved to McCann for a while. Then again I came back to do a second stint with Mudra and used to work mainly for Samsung. I was very happy that I was part of a company that was launching product after product every half year.
After a second stint with Mudra, I got an opportunity to work in Ogilvy. I used to have similarities in the work culture and the environment as such. The whole thing which I started of in my career as a lifestyle that the advertising professionals lead and I thought that would go to the next level. At Ogilvy, I used to work at Electroluxx and Dabur. GroupM came into India and the media divisions of Ogilvy contract, HTA etc got merged into the entity of GroupM. I also worked with Initiative Media where I used to work for many brands of ITC. 2006 is when I joined Innocean and worked in 2 parts. It was Hyundai’s group company. I used to drive the media functions for Hyundai Motors. I worked till 2015 for my first avatar in Innocean and then I went away for one and a half years where I was driving the strategy & insight lead for Initiative Media. Towards the end of 2017, I returned to Innocean this time to head the media function for KIA Motors. KIA Motors was just about to come in India, and they ultimately rolled out their first car in the middle of 2019 but all the proprietary work including building of the launch and corporate campaigns, I was like part of minus two years of KIA in India and it’s been a great journey.
On work life balance and initiatives which you are proud of
I had a good work life balance working at Innocean and it depends on how you understand the needs of clients so somebody is more strategy oriented and someone is more proactive or a good organiser, a good manager. The point is strategy is something we would tend to do together but depending on the domain of expertise. The other thing is that both Hyundai and Kia Motors need the efficiency and executional brilliance because at the end of the day proof of the pudding is being able to serve your audiences in their way. I would say stuff that works in the marketplace and not necessarily with the jury of XYZ awards. I am absolutely proud to say that I worked on many of the Santro campaigns and launches. Going forward from there, they also launched many products which worked well with the audience in terms of creating positive brand disposition towards the products of Kia. Point is like doing things efficiently that’s the way it has been for both Kia and Hyundai.
On initiatives which you are proud of
This is going back to 2007 and when IPL was going to start in 2008. At that time, people really didn’t think the IPL was going to be glorified domestically. I am very happy to say that I could get a sense of what this is because I had an interest in football and watching the English Premier League etc. I thought that this was something to be in that zone. I was able to recommend that to folks at Hyundai to buy into it and really walk into the hearts of Indian audiences because in India there’s cricket and there’s Bollywood. I am happy that I could push this through and get them to invest in the IPL. I felt that nobody knew how to price this at that time because nobody has sense of what it could turn out to be. We also took it to the next level in terms of associating with ICC. Hyundai was a partner with the ICC for a good five years starting with the 2011 World Cup which after the rest of the 4 years it went into global association. If you could go back to the time when Dhoni had hit that six to win the World Cup, as the ball goes to the stadium, just at the nick of time, you can see a digital poll which pops up Hyundai. These are a couple of things which I have been part of. Going forward from there working on Kia which came as a late entrant when the market was very mature with big players in the market, a way dominant. Here comes a challenge for the brand. The thing that they backed themselves was the product quality and design as the big deal and turned it around into business success. I have been a part of each and every thing of Kia since they came into India to roll out their first car. So we are happy the way Kia has been accepted in India for all their cars. I am glad that I am gonna continue the journey with Kia even for the next few years.
On marketeers leveraging the box office success movies like Pathaan, Gadar 2 etc and strategies they can use for the growth of their brands
Integration into content is the most important thing. Because you can do stuff over the promotion but being actually part of a movie and building synergy with the brand’s proposition and the movie’s plot. I dont watch many movies, but I remember one movie very vividly called ‘Road’. The car was such an integral part of the movie it seemed like a subject in itself. Therefore to be able to integrate meaningfully with the movie and it’s not so much about the screen time, it’s about the synergy. Then it’s about magnification of collaboration by way of promoting it together. To create a lot of shoulder content to it and create anticipation both for the show as well as the brand and depending on the life stage of the brand whether it’s gonna be a tease for the audience or showcase what a product can do. Those things can come alive with a lot of shoulder content that can happen around it. Secondly, creating a ripple effect to content like post production, audience engagement. These are the buzzwords for leveraging a movie.
On co-branding on promotional outlets whether its in retail outlet or digital-outdoor
If you can do this exclusively, that’s the best thing. You can possibly take it into the realms of AFP (Advertiser Funded Programs). If not, there has to be some kind of synergy between the brands also wherein you are pulling in together. For example Coke and Adidas have better synergies and Pepsi and Nike have better synergies rather than vice-versa. So even if there are other brands coming into picture, we have to see whether they compliment each other or crossover with each other. Exclusivity is best but if not synergy is important in any case.
Between Hyundai and Kia, Hyundai is a little bit formal, more reaching out to the demographic kind of audience, not going on the edge kind of brand. Similarly Kia, being a late entrant, being salient is more important so therefore going more to the edge and kind of collaborating with people who personify the identity of Kia. I would define Hyundai as more functional plus lifestyle, Kia is more attitude. Kia could host Elon Musk and Hyundai could host Mr. Tim Cook better if we put it that way.
On TV and OTT aggregating large audiences and brands leveraging big titles coming on TV.
Being able to be there as a presenting partner or co-presenting partner and therefore using the brands own assets and creating a post production content piece and thereby engaging with the contest and gamification can work well. In any case they would get eyeballs because people definitely value a content that is two months old after theatrical release and doing well in the theaters. As I said, presenting partnerships, being a part of backend part stories, doing joint production. That can be a good way of leveraging WTPs.
On strategy for movie genres and your ideal winning mix.
You will have a scenario as in your max investment goes into the hero movie of the month, but you can also have a sprinkling of surround inventory to that movie and catch audiences also and in any case even if you didn’t want to invest more on hero movie, you will get peripheral content also, therefore you will have presence in ROS so far which is fine ultimately when you do post campaign analysis of any metric of ROI, Hindi movies tend to do very well and besides only focusing on hero content, if you take a package, it becomes much more efficient and greater amount of GRPs on any metric. In a nutshell, I would say diversify the mix.
On TV playing important role in building brand awareness
Awareness is one point related to the mind metric to an audience. It’s not important that you know me or I know you but how well do I know you or how well do you know me that matters. Which means to say that awareness is one thing but do you build trust? Do you build confidence? Good amount of research has shown offline media, linear TV, newspapers, radio have greater trust and credibility than that in the digital space. Having said that, TV brings a lot of things other than basic awareness. It is trustworthy and credible. Therefore you will have a scenario of an influencer and the consumer of the product are all consuming the content at the same time. TV goes beyond the space of credibility and those kinds of mind metrics. Research has actually proven that it works very well from a brand’s lifecycle perspective also. Within the offline media space, TV was always a big thing. It is even bigger now. I would say generally even from my own practice, TV does continue to have its own importance and it’s not going anywhere.
