Brands
BrandVid 2018: Hyperlocal content a new opportunity for brands
MUMBAI: Time spent and attention levels are sliding down for digital as there is so much content to offer that if the content doesn’t have some uniqueness nobody will show interest. The answer to change this is branded content.
Speaking at Indiantelevision.com’s new video economy event BrandVid powered by Colors, Y&A Transformation co-founder and MD S Yesudas said, “Content is king because people don’t watch platforms, people watch content. So the belief system changed to 'content is king' but instead of meaningful content, distribution actually became god.”
The event was organised by Indiantelevision.com on 30 October 2018, for the brands, agencies, marketers, broadcasters, publishers and producers to understand how to work closely and create short form and long form content which will connect with the audience directly.
There is an ocean of opportunities for brands today to not just be extremely confined to certain predefined norms of looking at integrating brands with videos but start looking at the whole arena that hyper-local has to offer.
Talking about the difference in distribution channels from a traditional media perspective, Jagran Prakashan COO digital media Rachna Kanwar said, “We create content for nine websites which spans across news, media, lifestyle, education and many more. We being of the print legacy, are today competing with a lot of TV content put on digital platforms. How you are able to catch the user's attention is important and therefore distribution is very important. It is the key to give your content to the user. As content creators we have to reach wherever the user is and today actually the user is on search, social media on YouTube.”
According to Lokmat Media senior EVP and head- digital business Hemant Jain, content technology and distribution when synced in the right proportion will deliver growth to any business aspiring to attain scale in the digital space. The early belief of putting print onto a website is not exactly how an online publishing business typically works. Even the e-paper formats of today are a low hanging fruit according to him. From e-paper the traditional publishers went on to a journey which is now called as a very hyper competitive environment of news publishing.
GroupM business head- entertainment sports and live events Vinit Karnik said, “Content has always been the king and distribution is the god but the missing link between content and distribution is data. Data is the new oil.”
“I don’t think that the way you define your content strategy is going to remain the same which is very important for the creators and brands to take notice of. While video would definitely give a much better brand impact but you can’t keep distributions in isolation," Jain added. He even highlighted that Pune is a very important market for Lokmat. 50 per cent of traffic which is close to 4 million monthly active users comes from Pune.
The attention spans are increasingly reducing and one size fits all is not the norm anymore. From a one channel and couple of print mediums, the market has got into cluttered environment.
Talking about the tech interventions, Karnik said, “Tech interventions are absolutely important you just can’t ignore it, shorter the content size better ability for it to register. Today if you look at e-paper or app of the Lokmat or Jagran, the good old days of you going back to the audience to do a research to understand what they will consume is out of the park. Today, every app gives a consumer an option to choose the kind of interest level he/she has right there on the app and the owners will get the data in real time. Today news is also served to everyone based on their preferences,” Karnik added.
“Today it’s not like we are giving a big overview to the client or the buyer, we are slicing our data and giving them specifics about which is the time of the day that audience is going to be more receptive for a particular kind of content,” Kanwar added.
“From a content strategy perspective 20 per cent of the resources go into content creation and conveying and the remaining 80 per cent goes into distribution,” Yesudas added.
“Distribution is more complex now, if you want to optimise it right. Within the 80 per cent today you have to over emphasis on which platform to choose,” Jain concluded.
Brands
Delhivery chairman Deepak Kapoor, independent director Saugata Gupta quit board
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
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
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.
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