Brands

‘Blogging’ on brand’s mind

Published

12 years ago

June 25, 2014

MUMBAI: If you are a blogger then you will definitely relate with Nora Ephron’s Julie and Julia. As portrayed in the film, blogging which was once upon a time considered as just a hobby is today the most sought-after platform.

The bloggers’ community has got its due recognition with social media becoming an integral part of our lives. What is interesting to note is that bloggers today are on priority list of many brand managers when it comes to drawing an online marketing strategy.

“Brands today are engaging with bloggers because they want to talk about experiences and the brand with their readers. Bloggers are respected for the various topics they write about and no one questions their credibility as well. Most importantly, blog posts are permanent advertisements. With search being an important function on the internet today, blogs become extremely useful for a consumer. Consumers are always searching for information, products, brands and services. And, if bloggers are not writing about you; you won’t figure in the consumer selection subsets,” elaborates IndiBlogger spokesperson.

Brands and blogging

According to the Business World-IndiBlogger report on the Indian blogosphere, 56 per cent bloggers claim that they influence buying decisions of their readers.

In the last few months, Indiablogger has hosted blogger events for brands across travel, consumer electronics, FMCG, education, finance, personal care and most recently entertainment sectors. SkyScanner, Nokia, Dove, Tata Capital, Asus, Kissan, Racold, Sunsilk, British Airways and British Council are a few popular brands that often associate with bloggers.

Recently, ahead of the new entertainment channel Zindagi’s launch, Zeel invited almost 500 bloggers from Mumbai and Delhi. The reason behind the exercise was simple: though it gave bloggers an opportunity to interact with scriptwriters, directors and actors of the show, it also helped the channel create enough buzz on the digital world.

Similarly, Imagica, the theme park from the house of Adlabs Entertainment, invited close to 30 blogging mothers to spend a day at the venue.

When asked how the activity helped the brand, Adlabs Entertainment CMO Harjeet Chhabra says, “If we have to measure the response through the excitement amongst bloggers and their experience at Imagica, then we can surely say that we had 30 happy women bloggers and their families at the end of the day. Such initiatives are not carried out for immediate results. They are done from a long term viewpoint as opposed to being tactical or promotional. These activities help drive conversations on the digital platform and builds social content with a long term standpoint. We believe that one of the key parameters for measuring success of activities such as these is the scale of engagement and involvement. Being an experiential destination, it is imperative that the influencers are provided the right experience and engagement platform which Imagica provides.”

The byproduct of these activities is the impact and reflection on social media. For example the number of tweets sent out by these influencers, the number of shares and eventually the number of people the message reaches out to. “We have also seen tremendous success in terms of the number of images being shared, including the trendy new fad of selfies. Such are the moments that actually define the success of any activity; however small or big. We are inspired to do more and more such events and are very soon going to be back with a food blogger’s event too,” adds Chhabra.

One of the biggest trends in the blogger’s space is the increased usage of video content on YouTube in the form of tutorials and reviews. When Maybelline New York India launched the Colossal Kohl Turquoise, popular blogger Rati Tehri Singh created videos that showcased different styling technique using the product. These video tutorials were then shared on the brand’s social platforms.

The shifting trend

While most brands have celebrities with a huge fan following as brand ambassadors, the rise of the influence of bloggers and their marketing strategies have helped brands in many ways.

“Blogs reach out to a wide range of audience and have a diverse group of fans. A blog entry related to your brand will be seen by a larger fan base whom you may have not targeted earlier thereby expanding the reach of your brand. Bloggers and influencer marketing strategies have truly transformed the decision-making process of consumers while purchasing products and services,” says FoxyMoron co-founder Harshil Karia.

Over time, brands are also realising that it is important to cherry-pick the bloggers so that relevant content is created for your brand. “A large fan base is not enough to amplify the brand’s message. Content that is relevant to the target audience and in sync with the brand’s philosophy increases engagement. In fact, bloggers are now entrenched in the larger community of fans and followers. Brands are not only reaching out to bloggers before a campaign begins but also establishing and maintaining long-term relationships with them irrespective of a campaign launch,” adds Karia.

With the blogger community getting popular in the online marketing business, it will be interesting to see how brands go ahead and engage them uniquely in the coming days.

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Brands

Delhivery chairman Deepak Kapoor, independent director Saugata Gupta quit board

Published

7 days ago

January 31, 2026

indiantelevision.com Team

Gurugram: Delhivery’s boardroom is being reset. Deepak Kapoor, chairman and independent director, has resigned with effect from April 1 as part of a planned board reconstitution, the logistics company said in an exchange filing. Saugata Gupta, managing director and chief executive of FMCG major Marico and an independent director on Delhivery’s board, has also stepped down.

Kapoor exits after an eight-year stint that included steering the company through its 2022 stock-market debut, a period that saw Delhivery transform from a venture-backed upstart into one of India’s most visible logistics platforms. Gupta, who joined the board in 2021, departs alongside him, marking a simultaneous clearing of two senior independent seats.

“Deepak and Saugata have been instrumental in our process of recognising the need for and enabling the reconstitution of the board of directors in line with our ambitious next phase of growth,” said Sahil Barua, managing director and chief executive, Delhivery. The statement frames the exits less as departures and more as deliberate succession, a boardroom shuffle timed to the company’s evolving scale and strategy.

The resignations arrive amid broader governance recalibration. In 2025, Delhivery appointed Emcure Pharmaceuticals whole-time director Namita Thapar, PB Fintech founder and chairman Yashish Dahiya, and IIM Bangalore faculty member Padmini Srinivasan as independent directors, signalling a tilt towards consumer, fintech and academic expertise at the board level.

Kapoor’s tenure spanned Delhivery’s most defining years, rapid network expansion, public listing and the push towards profitability in a bruising logistics market. Gupta’s presence brought FMCG and brand-scale perspective during a period when ecommerce volumes and last-mile delivery economics were being rewritten.

The twin exits, effective from the new financial year, underscore a familiar corporate rhythm: founders consolidate, veterans rotate out, and fresh voices are ushered in to script the next chapter. In India’s hyper-competitive logistics race, even the boardroom does not stand still.

Brands

Brnd.me enters Europe as haircare brands power global expansion

Published

7 days ago

January 31, 2026

indiantelevision.com Team

Bengaluru: Brnd.me, the global consumer brands company formerly known as Mensa Brands, has entered the European market following strong momentum across the Middle East, the United States and Canada.

The company has launched across the UK, Germany, France and Spain, with plans to expand into Italy, the Netherlands and Poland over the next year. The push is being led by its haircare and aromatherapy brands, Botanic Hearth and Majestic Pure, marking Brnd.me’s first structured expansion into Europe.

The European beauty market represents a total addressable opportunity of over $4 billion across haircare and aromatherapy, supported by high digital adoption and demand for accessible, performance-led products.

Brnd.me’s hair care and aromatherapy business currently operates at an annual run rate of around $6 million, with Botanic Hearth and Majestic Pure delivering roughly 10 per cent month-on-month growth, driven by expansion and rising repeat demand.

To support regional growth, the company has appointed a general manager based in Germany and is evaluating investments in warehousing and local team expansion.

Early traction has been strong. Within weeks of launch, Botanic Hearth’s rosemary hair oil ranked among the top five hair oils in Germany, signalling strong consumer pull in a competitive market.

Brnd.me founder and chief executive officer Ananth Narayanan, said Europe represents the next phase of the company’s international strategy. He added that the European business is expected to scale to a $10 million annual run rate by the end of 2026, with long-term ambitions to reach $60 million over the next six years.

The company’s Europe strategy centres on digital-first distribution, repeat demand and TikTok-led discovery, alongside direct-to-consumer expansion to strengthen brand equity and margins.

The move also aligns with growing EU–India trade engagement, supporting long-term sourcing and cross-border supply chains.

Brands

TechnoSport taps quick commerce with launch on Slikk’s 60-minute platform

Published

7 days ago

January 31, 2026

indiantelevision.com Team

NATIONAL: TechnoSport has launched on Slikk, the ultra-fast fashion app offering 60-minute delivery, as the activewear brand accelerates its push into quick commerce to capture Gen Z and young millennial shoppers.

The debut brings more than 150 high-performance styles to Slikk’s platform, with an average selling price of Rs 450, expanding TechnoSport’s reach across over 80 pin codes.

The partnership follows strong momentum for TechnoSport across Q-commerce channels, where the brand has recorded around 60 per cent volume growth over the past six months. The company expects quick commerce to contribute nearly 20 per cent of its revenue in the coming years as hyperlocal delivery gains scale.

Slikk, which recently raised $3.2 million in seed funding led by Lightspeed, has rapidly gained popularity among youth consumers seeking speed, trend relevance and impulse-led shopping experiences.

Activewear remains one of Slikk’s fastest-growing categories, driven by shoppers increasingly treating fitness-led fashion as an everyday essential. The platform has reported a 30-fold year-on-year increase in items sold, reflecting rising demand for performance wear that blends comfort with style.

TechnoSport chief executive officer Puspen Maity, said the collaboration would help the brand engage more closely with young consumers whose fashion choices are shaped by instant needs and lifestyle aspirations. He added that rapid delivery bridges the gap between intent and purchase, allowing shoppers to access activewear exactly when they want it.