ITV

Category: Media and Advertising

  • “D2C businesses generate rich consumer data across the funnel”: Anupriya Acharya

    “D2C businesses generate rich consumer data across the funnel”: Anupriya Acharya

    Mumbai: MMA Global India and Publicis Commerce has launched their insightful report ‘D2C Advantage – Guide to Maximise ROI Of E-Commerce Investments’ with top leaders from various corporations in attendance, in addition to the Publicis Commerce and MMA Global India leadership team.

    This toolkit is the first of its kind with rich reference material for the C-suite and Brand Leaders on making D2C ventures a success by investing in sound strategies and having a clear value proposition, taking into considerations and capabilities required for profitability.

    MMA Global India & Publicis Commerce launched the toolkit in Mumbai on 5 March amidst a full house. The event kicked off with a welcome address by MMA Global India country head & board member Moneka Khurana followed by a keynote address by Publicis Groupe South Asia CEO Anupriya Acharya who was joined by Performics India CEO Lalatendu Das which is part of Publicis Commerce India. The toolkit launch followed shortly after.

    However, businesses that have seen success with D2C have done it primarily through clarity of proposition, developing consumer insights through data enrichment and utilisation and analytics and reporting, augmenting the consumer share of mind through unique and compelling shopping experiences, the right media and engagement and innovating on product UI/UX. While the path to profitability of D2C business is quite challenging when viewed independently, the true value of D2C investment is unlocked when insights from D2C businesses are connected to the overall e-commerce business. In a conservative estimate, when done right, D2C businesses have potential to deliver eight per cent + operating margin consistently.

    To gain insights into the full potential of D2C businesses, Indiantelevision.com caught up with Anupriya Publicis Groupe South Asia CEO Anupriya Acharya. In the discussion, she illuminates the challenges encountered within the D2C and e-commerce sectors, providing perspectives on how these industries can thrive.

    Edited excerpts

    On the need for creating this toolkit

    eCommerce in India is experiencing Turbo growth. Overall eCommerce market size is likely to grow at 19% CAGR starting 2022 to reach USD 400 billion by 2030. Within eCommerce, D2C plays the role of primary growth driver. In-fact, D2C ventures share of overall eCommerce investments in India has been growing over 49% CAGR over past three years.

    In spite, of the excitement surrounding D2C business, merely 12% of D2C businesses we surveyed reported to be profitable. This contradiction between D2C opportunity and sub-optimal profitability, encouraged us to write this report exploring various factors that affect D2C businesses and their path to profitability.

    In order to prepare this report, we conducted our primary research involving both quantitative approach (online surveys) and qualitative approach (in-depth interviews of practitioners). Further, we referred to industry trends data provided by our knowledge partner Google. Last but not the least, we leveraged our collective experience of Publicis Commerce and MMA to derive key insights articulated in the report.

    On benefits of D2C brands including traditional FMCG players venturing into omnichannel business

    Omnichannel businesses (including D2C as a channel) provide several advantages to businesses, such as

    ●    Complete control on customer experience across the lifecycle, thereby improving chances of sale.

    ●    Access to first party data about customers – drive product and experience innovation based on insights generated from customer data

    ●    Ability to drive richer engagement with customers, driving cross-sale and up-sell opportunities

    On India being drastically low in D2C sector despite being the 2nd largest base in e-commerce

    Below are some of the challenges in scaling D2C ecommerce in India

    ●    High customer acquisition cost

    ●    Complex last mile delivery and returns

    ●    Cost of managing supply chain, inventory and D2C operations

    ●    High spends on promotions and discounts to stay relevant in a highly competitive market

    On pricing being one of the key drawback for D2C businesses even though according to the eEconomy report, the growth of upper middle/high-income consumers is projected to increase from 117 million in 2022 to 200 million by 2030

    The above-mentioned growth in the upper middle/high-income consumer segment is likely to generate substantial disposable income. Substantial portion of this disposable income is likely to flow into D2C businesses with improvement in digital literacy and trust in digital payments. This shift in the market may allow D2C businesses to focus on fair value exchange with consumers instead of overly worrying about being simply price competitive.

    On your opinion on Das mentioning product innovation as a profit method for D2C businesses, considering the consumer hesitancy in India towards innovative approaches

    D2C businesses generate rich consumer data across the funnel. Using insights from this data, successful D2C businesses are innovating on product and experiences.

    Such innovations can come in the form of new products addressing unmet needs of specific customer segments or bridging gaps in customer experiences leading to better conversions and sales. In both scenarios – this is a win-win solution for both customers and D2C businesses,

    For example, ITC foods runs Yogabars brand to bring healthy snacks to consumers. Using insights from their D2C channel, they identified a gap (missing in peanut better segment) in their product portfolio. Based on further market study, they launches Yogabar Protein Peanut butter product, which added to the overall D2C sales and profits.

    On D2C channels provide the best way to capture first-party consumer data

    One of the core benefits of D2C channel is that the business retains complete control of experiences, technology and data (unlike Marketplaces, where the marketplace platform owns the data and selectively share some information with brands). Given the full control of experiences, D2C businesses can nudge customers to share additional details about them. For example

    ●    Businesses capture basic PII data (phone, email, address) on first purchase

    ●    Invite the customer to join a loyalty program (with appropriate value exchange) and in the process capture additional demographics, income and family data

    ●    Offer additional value-added services to customers through partner network (e.g. Co-branded credit cards, coupons etc) – in the process try to generate a profile of consumers habit, propensity to pay

    Using the above first party data, D2C businesses can further estimate customers potential life time value and offer appropriate product bundles to drive sales.

    On this toolkit impacting the landscape of D2C & e-commerce in India

    The D2C Advantage X toolkit addresses the profitability challenge of D2C businesses through

    Identifying key challenges and cost headers in running D2C business

    ●    Identifying new leavers using which D2C businesses can generate incremental value

    ●    Provides a set of actionable steps which businesses can take in their journey towards profitability

    The insights and recommendations in the report are applicable to both digital only D2C businesses as well as omnichannel players having D2C as a channel. Therefore, we believe a large segment of current eCommerce industry will significantly benefit from the report. 

  • Tummoc unveils #WomenDo campaign to celebrate women’s achievements in everyday life

    Tummoc unveils #WomenDo campaign to celebrate women’s achievements in everyday life

    Mumbai: In celebration of International Women’s Day, Tummoc, a transit technology platform, is proud to announce the launch of its #WomenDo campaign. This initiative is designed to celebrate and highlight the extraordinary achievements of women, breaking through the conventional narratives about their capabilities and accomplishments.

    Central to the #WomenDo campaign is the recognition of #TeamTummoc’s female members, hailed as the #SuperwomenOfTummoc. The campaign aims to share their stories, showcasing not only their professional achievements within Tummoc but also their personal victories, embodying the spirit of adventure, independence, and the joy of living a full life. Tummoc’s initiative seeks to inspire a broader appreciation for the women in our lives by showcasing these powerful examples.

    Speaking about the campaign, Tummoc, co-founder & CMO Monalisha Thakur said, “The #SuperwomenOfTummoc is the beacon of inspiration, demonstrating the relentless spirit and potential women have to make a significant impact both in their professional and personal lives. #WomenDo goes beyond celebrating International Women’s Day; it’s about recognizing and valuing the daily accomplishments of women. Through this campaign, we’re highlighting our commitment to a workplace that celebrates and empowers women every day.”

    The #WomenDo campaign encourages everyone to engage by creating their superhero profiles on social media, sharing stories of inspiration, or celebrating the women who make a difference in their lives. This participatory aspect aims to extend the campaign’s reach and impact, fostering a community of empowerment and recognition.

    Additionally, the campaign will offer a series of informative resources, such as safety app recommendations for women, solo travel tips, and ideal solo travel destinations. These resources are intended to empower women to confidently explore and experience the world on their terms.

    The #WomenDo campaign is not just a celebration for a day but a movement to acknowledge, appreciate, and applaud the everyday achievements of women. Tummoc invites everyone to recognize the value in women’s stories and to celebrate the diverse and impactful ways in which women contribute to our lives and society.

  • Makani Creatives creates #Don’tStop campaign for Shopper’s Stop to empower women

    Makani Creatives creates #Don’tStop campaign for Shopper’s Stop to empower women

    Mumbai: On the occasion of Women’s Day, Makani Creatives conceptualised a campaign – #Don’tStop for Shopper’s Stop that is aimed at dismantling the societal pressures and biases that women face in the realm of fashion and beauty. Women, often subjected to relentless scrutiny and judgment, find themselves questioning their choices and feeling underconfident due to unrealistic standards set by society.

    The #Don’tStop campaign urges women to embrace their choices fearlessly, encouraging them not to hold back. The video features a girl facing criticism for being deemed ‘Too Flashy,’ ‘Too Bold,’ ‘Too Revealing,’ ‘Too Tight,’ ‘Too Wild,’ and ‘Too Fake,’ mirroring the judgment many women encounter in every walk of their life.

    Taking inspiration from this insight, Shoppers Stop’s campaign challenges the status quo by empowering women to embrace their individuality and live authentically, without apology. In a society that constantly dictates what women should wear, how they should look, and how they should present themselves, #DontStop encourages women to break free from these confines and celebrate their uniqueness.

    Commenting on the campaign, Makani Creatives co-founder  Sameer Makani said “As long-standing creative partners of Shoppers Stop, we wanted this topical campaign to authentically reflect the brand’s ethos. Fashion being one of the most powerful forms of self-expression was our inspiration. The campaign serves as an empowering reminder to block out negative comments and make choices based on one’s personal preferences and comfort.”

    Shoppers Stop customer care associate and chief marketing and communication officer Shwetal Basu added “When team Makani presented the idea, we were struck by the power of simplicity in the storytelling and yet the impact it had on every woman in the room. It beautifully resonates that as a brand, we stand proud champions of confidence, determination, and inclusivity, paving the way for every woman to embrace her fashion journey.”

    The campaign film exudes just the right amount of intensity yet speaks to the audiences in the most relatable and honest manner. It is a commitment to embrace women’s individuality and let them live fearlessly without worrying or being judged.

  • Swiggy Instamart helps fathers save the day with the #SuperPapa campaign

    Swiggy Instamart helps fathers save the day with the #SuperPapa campaign

    Mumbai: Swiggy Instamart, India’s leading quick commerce grocery delivery platform, is set to captivate audiences with its latest campaign, ‘#SuperPapa’. Centered around the theme “Go from papa to super papa in 10 minutes,” the campaign featuring an endearing father-daughter duo exemplifies Swiggy Instamart’s commitment to delivering unparalleled convenience to every consumer in every situation.

    Starring Mukul Chaddha and Aurra Bhatnagar Badoni as the father and daughter, it portrays the special bond between fathers and daughters, as it traverses through relatable, slice-of-life situations and hiccups that are quickly resolved with Swiggy Instamart’s 10-minute deliveries.  

    The campaign hinges on a simple, yet universal insight: No matter how much we plan, something can always go wrong. The fridge breaks down in the middle of the night. Your teenage daughter remembers she needs something for school urgently. The list goes on.

    One of the TVCs showcases how the daughter faces a last-minute panic realizing that she forgot to buy a geometry box for school the next day –her father, though, has everything under control by getting it delivered via Swiggy Instamart. The second TVC shows a visibly upset daughter when she realizes she has run out of sanitary napkins. Sensing her distress, her father pacifies her by placing an order on Swiggy Instamart and getting it delivered in 10 minutes.

    These TVCs beautifully capture the essence of fatherhood, showcasing moments where fathers effortlessly tackle unexpected challenges with a little assistance from Swiggy Instamart. With Swiggy Instamart by his side, the father effortlessly manages to fix his daughter’s needs in a matter of minutes, earning him the title of #SuperPapa in her eyes. Through these heartening narratives, Swiggy Instamart reinforces its commitment to providing quick and reliable solutions for families, ensuring that no need is too big to overcome.

    “Raising a child can bring curveballs, making the parent the default fixer. This campaign embodies how Swiggy Instamart has parents’ backs no matter what the sudden ask,” said Swiggy VP, marketing Aparna Giridhar. “Swiggy is known for capturing everyday, relatable, slice-of-life situations and this campaign, capturing moments between a father and his teenage daughter is no different. With home needs across 30+ categories delivered in 10 minutes, Swiggy Instamart is his saviour, elevating him to a “super papa” in the eyes of his daughter.”

    With over 500 brands and more than 7000 products listed on the platform, Swiggy Instamart has offerings across 70-80 categories for almost any occasion.

    Tune in to witness the heartwarming tales of #SuperPapa and his daughter, brought to life by Swiggy Instamart.

  • Parag Milk Foods appoints Sumit Jain as president of finance

    Parag Milk Foods appoints Sumit Jain as president of finance

    Mumbai: Parag Milk Foods Ltd, a manufacturer and marketer of dairy-FMCG products, is delighted to announce the appointment of  Sumit Jain as president of finance. With an established presence as a key player in the dairy industry, this strategic move underscores Parag Milk Foods’  dedication to nurturing top-tier talent and fostering the next generation of leaders who will guide the company’s future success.

    With an extensive background in financial management and a track record of success, Jain brings a wealth of expertise to the organization. A chartered accountant, Jain achieved All India Rank 18 in 2012 and All India Rank 22 in Cost  Accountancy in 2013. He was twice recognized as one of India’s top 40 CA’s under the age of 40 by the Institute of Chartered Accountants of India.

    Jain’s previous role as head of finance at Reliance Luxury Lifestyles (Reliance  Brands) provided invaluable experience in leading financial strategies for over 30  luxury brands, including Armani, Jimmy Choo, Coach, Balenciaga, Michael Kors, and  Bottega Veneta. He has also worked with Parle Agro, Britannia, and Bauli India  Bakes.

    In his new role, Jain will play a key role in driving the company towards new heights of financial success. His strategic vision and proven leadership capabilities will be pivotal in shaping the company’s financial strategies and ensuring sustainable growth.

    Commenting on the appointment, Devendra Shah said, “We are pleased to welcome Sumit Jain to our team as President of Finance. His exceptional track record and expertise in financial management will be instrumental in guiding our company towards achieving our strategic goals. We look forward to working together  with Jain to accomplish new milestones and drive continued success for Parag  Milk Foods.”

    Jain expressed his enthusiasm for joining Parag Milk Foods, stating, “I am honoured to be part of the journey with Parag Milk Foods and excited to contribute to its financial success. I look forward to collaborating with the talented team at  Parag Milk Foods and leveraging our collective strengths to achieve our objectives. 
     

  • JioCinema & MS Dhoni pad-up for an encore with TATA IPL 2024

    JioCinema & MS Dhoni pad-up for an encore with TATA IPL 2024

    Mumbai: As the TATA IPL frenzy hits a fever pitch ahead of the 2024 season, JioCinema launched its campaign for what promises to be yet another exciting edition. The campaign features three ad films, the first of which stars MS Dhoni in a double role. All three ad films spotlight the collective excitement of watching the TATA IPL on digital. The campaign is built on the insight that an increasing number of Indians are now opting to consume live sport on digital, including the TATA IPL which saw a record reach of 449 million last season on JioCinema.

    The film, conceptualised by The Script Room and produced by Early Man Films, casts MS Dhoni in a unique double role of a grandfather and his grandson. It portrays the tongue-in-cheek story of a grandson glued to his phone screen as a riveting TATA IPL match unfolds, while the grandfather, also deeply engrossed in watching the same match on his phone, starts experiencing discomfort in his chest. On their way to the hospital in the ambulance, the medical attendant too now is seen watching the game on his phone while the grandfather and grandson humorously continue to watch the game on their respective phones at the back of the ambulance van. The plot takes a twist as the grandfather burps and they all realize the discomfort was due to a mere bout of gas. Just then a six goes off in the match, which cheers the three up, bringing the film to an end. The campaign will be breaking across TV, digital, social and print.

    “The campaign draws from one of the biggest consumption shifts we’ve seen among viewers in recent times, as they migrate to digital from linear avenues to catch their daily dose of live sports action,” said JioCinema’s creative marketing head Shagun Seda. The campaign idea ‘Sab Yahaan, Aur Kahaan!’ centre stages the ubiquity of watching the TATA IPL on digital, and JioCinema continuing to present the world’s biggest T20 tournament without any barriers to accessibility, affordability and language. Creatively, we attempted to present MS Dhoni in a manner that resonates with fans who cherish every minute of him in action.”

    “This is more than just a campaign for us, it’s what large agency heads call “a mandate”. And what a crazy mandate it was, from cracking the central idea of ‘Sab Yahaan, Aur Kahaan!’, to working closely with the JioCinema team and scripting out multiple films, to jamming with the production team and seeing it through, it has been a hectic and emotionally gratifying journey,” said The Script Room founder Ayyappan. “Thanks a lot to the JioCinema team for their trust and the camaraderie, couldn’t have asked for more. It also gives us great joy that they pushed us towards the best creative output. We are super happy with the work and hope everyone enjoys it.”

    TATA IPL 2024 will commence on JioCinema with the southern derby as MS Dhoni’s Chennai Super Kings face off with Royal Challengers Bangalore on 22 March 2024. Viewers will be able to catch the latest season for free in 4K across 12 languages including Haryanvi for the first time, multi-cam options including the much-hyped Hero Cam, and many more fan-engagement features including Jeeto Dhan Dhana Dhan.

  • #NurtureTheQueenWithin campaign launched by Krishna’s Herbal on Women’s Day

    #NurtureTheQueenWithin campaign launched by Krishna’s Herbal on Women’s Day

    Mumbai: Krishna’s Herbal & Ayurveda, a leading manufacturer of Ayurvedic preservative-free herbal products, has announced #NurtureTheQueenWithin campaign in the run-up to International Women’s Day. Dedicated to all modern-day women who seek a mentally and physically fit life, the campaign emphasizes upon the importance of imbibing Ayurveda in their daily lives. The week-long campaign by the pioneering Ayurvedic brand comprises various facets, including the sharing of daily queenly rituals, ayurvedic wisdom for women and myth busters, along with exciting discounts on special products curated exclusively for women.

    Excited to steer this women-centric campaign, Krishna’s Herbal & Ayurveda founder and CEO Shrawan Daga said, “This Women’s Day, Krishna’s Herbal is celebrating the Queens in our lives, not just for a day but for an extended duration. Through this campaign, women will understand their own importance, give more time to themselves and also make it a part of their routine. Based on the age-old wisdom of Ayurveda, the #NurtureTheQueenWithin campaign highlights how women can start self care rituals, deal with health concerns like stress, sleep and hormonal balance, and find solutions in ancient texts.”

    Even as the campaign honours the strength, grace and resilience that every woman showcases, it comes as a gentle tap to simply re-align their life to live to their fullest. The first phase of the campaign, Daily Queenly Rituals, has already been unveiled and refers to the virtues of waking early. Though many women already practice the same in the daily life, they devote little or no time to themselves. The need is for them to imbibe some daily self-care rituals, such as Nasya or oil pulling, self-massage like Abhyanga, meditation, yoga and reading. Besides, nature-oriented solutions like She Care Juice, Thyro Care Juice and Aloe Vera Gel must be incorporated in daily personal care regimen.

    The campaign will also cover Ayurvedic Wisdom for Women where experts will help them in finding Ayurvedic solutions for their health problems. The Myth Busters series, aimed at debunking common myths regarding women’s health and self-care, promotes evidence-based approach. There will be Live Q and A sessions with Ayurvedic practitioners too. Even as the first phase of the campaign is already garnering great interest, Krishna’s Herbal & Ayurveda aims to help women-led social impact organisations by contributing a part of their sales, thus truly reaching out to the Queens of the world.

     

  • Seasoul Cosmetics launches #InnerBeauty campaign to redefine beauty standards

    Seasoul Cosmetics launches #InnerBeauty campaign to redefine beauty standards

    Mumbai: In a world dominated by superficial standards of beauty, Seasoul Cosmetics is proud to announce the launch of #InnerBeauty, a groundbreaking campaign aimed at redefining societal perceptions of beauty. Scheduled to kick off on International Women’s Day, 8 March 2024, this initiative seeks to champion the concept of inner beauty and self-acceptance as the true markers of attractiveness.

    In an industry often preoccupied with unattainable ideals, #InnerBeauty sets itself apart by placing ordinary individuals at the forefront. The campaign’s core objective is to showcase the inherent beauty within each person, transcending conventional notions of attractiveness dictated by appearance. Rather than promoting unrealistic beauty standards, our campaign is committed to empowering individuals to embrace their unique qualities and celebrate their inner beauty.

    As the campaign unfolds, Seasoul Cosmetics will collaborate with individuals from diverse backgrounds, inviting them to share their personal stories of self-acceptance and inner beauty. Through a series of engaging narratives, the campaign aims to spark meaningful conversations about the importance of self-love and acceptance in today’s society.

    “At Seasoul Cosmetics, we believe that true beauty lies in embracing our authentic selves. With #InnerBeauty, we are not only challenging conventional beauty standards but also celebrating the beauty that resides within each and every one of us. We are proud to stand alongside individuals from all walks of life as they redefine what it means to be beautiful,” said Seasoul Cosmetics co-founder & Kerasoul Hair International beauty coach & educator Manisha Chopra.

    To further amplify the message of self-acceptance and inner beauty, Seasoul Cosmetics will leverage various platforms and media channels. From thought-provoking articles and inspiring visuals on social media to engaging influencer collaborations and community outreach programs, the campaign will utilise a 360-degree approach to reach and resonate with audiences worldwide.

    Through the #InnerBeauty campaign, Seasoul aims to instigate a paradigm shift in the beauty industry, one that prioritizes authenticity, inclusivity, and self-love. By highlighting the stories of everyday individuals and championing the beauty that transcends physical appearance, the campaign seeks to empower individuals to embrace their uniqueness and celebrate their inherent worth.

    Join us as we embark on a journey to unveil the beauty that lies within. Follow the #InnerBeauty campaign on our website and social media channels, and be part of a movement that celebrates authenticity, self-acceptance, and inner beauty.

  • Fello appoints Vamshi Krishna M R as head of engineering and Bhargav Prasad as business operations lead

    Fello appoints Vamshi Krishna M R as head of engineering and Bhargav Prasad as business operations lead

    Mumbai: Fello – India’s largest rewarding savings platform has announced the expansion of its leadership team with the appointment of Vamshi Krishna M R, as head of engineering; and Bhargav Prasad, as business operations lead.  

    Congratulating them on their new roles, Fello co-founder and CEO Manish Maryada commented, “We’re excited to have highly talented and transformative individuals in key leadership roles at Fello.  Vamshi, and Bhargav’s proven leadership skills, vast expertise, and innovative thinking will create new synergies of growth for us. Their appointment emphasizes our ongoing strategy to expand our team, and leveraging the same to offer our users the best possible outcomes.”

    Serving as the pillar, to bring forth scalable and effective fintech solutions, Vamshi as the engineering lead and technical architect at Fello, will be instrumental in designing the company’s technological path which seamlessly aligns with its strategic goals. Heralding this position, he will be overseeing planning and execution, whilst ensuring the development of high-quality, performant systems built with scalability in mind. Prior to his stint at Fello, he was principal engineer at Niyo Solutions.

    Speaking about his new role, Vamshi Krishna, said, “Joining Fello is an exciting move for me, marking my venture in the fintech world. I’m here to build, solve problems, and innovate, making financial services better for all. Bringing my tech passion to the team, I’ll be focused on contributing to Fello’s growth, product innovation, and customer satisfaction. Promoting technical excellence, I look forward to spearheading Fello’s mission of transforming the fintech landscape.”

    Bhargav Prasad, recently elevated to Fello’s business operations lead, will be leading the charge in streamlining operations and enhancing user experiences, whilst focusing on building customer success strategies and stakeholder management. A strong foundation in people management and the ability to juggle numbers and finance make him an invaluable part of Fello’s team, helping the company ensure customer satisfaction and operational excellence.

    “Being at Fello has empowered me to leverage my passion for operational excellence and customer satisfaction. With Fello’s team, I’m committed to making a difference, not just in the fintech world, but also in our customers’ lives. With the ability to understand and implement the right solutions, I am dedicated to ensuring Fello’s operations run smoothly and efficiently, ultimately driving growth and customer satisfaction.”, commented business operations lead Bhargav Prasad.

    With a focus on technological advancements, marketing strategies, customer acquisition, and stakeholder management, the new appointments showcase the company’s continued focus on strengthening its executive team with transformative digital leaders, who will lead the company into its next chapter of exponential growth. 

  • EMotorad’s ‘Daddy of E-cycles’ campaign featuring Upendra Limaye goes viral

    EMotorad’s ‘Daddy of E-cycles’ campaign featuring Upendra Limaye goes viral

    Mumbai: EMotorad – an electric cycle brand recently launched its ‘Daddy of all E-cycles’ campaign starring the famous Marathi actor, Upendra Limaye. The films have since then spread like wildfire, making the brand jump on the virality bandwagon and has spun a trend of its own that highlights the brand’s manufacturing strength and quality highlighted through its latest electric cycles Doodle V3 and T-Rex Air. Manufactured in Pune and exported globally, the brand embodies the essence of the ‘Make in India’ movement making it truly ‘Aatmanirbhar’.  

    The films are set in a mysterious warehouse, starring Upendra Limaye in the role of Daddy, accompanied by a group of mesmerised GenZs. Taking centre stage, he unveils the latest electric cycle, giving an ode to EMotorad’s creative capacity. EMotorad’s campaign establishes the brand’s commitment to inspire people by coupling the aspiration for a healthy lifestyle with sustainable mobility.  

    Commenting on the launch of the campaign, EMotorad CEO Kunal Gupta said, “Being a leading electric cycle manufacturer, we continue to push the boundaries of innovation with our impressive production capabilities. With ‘Make in India’ at the forefront of our vision, we offer fresh perspectives, in terms of mobility, by leveraging the power of our extraordinary products built with global standards. Our recent campaign is more than just a visual panorama, but a testament to our ability to blend ecycle riding with nuances of fun along the way.”

    The viral brand campaign has already made strides in the market, crossing over 1M views. Upendra Limaye’s star power and EMotorad’s unparalleled artistic spirit, have enabled the brand to solidify its position amongst the Indian masses, leaving a mark on the way the country views sustainable mobility.

    What was unique about the campaign was their style of delivery. Taking concepts like removable battery hain ‘kahin bhi charge karo, phone jaise!’, ‘paanch riding modes’ or ‘button ghumao, gear lagao’ largely appealed to the masses making the ad incredibly effective.

    EMotorad is emerging as the apex choice for urban commuters. To combat with rising fuel prices, traffic, and exorbitant cab fares – this start-up is revolutionalising mobility. Their ecycles start from Rs 25,000 and are available on their website www.emotorad.com.