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DPA’s commitment to the experimental world of video advertising is ‘real’ and ‘rare’

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MUMBAI: Using video for marketing has been a very effective tool for brands are marketers. One can find numerous stats online indicating how video ads are the best in creating conversation around a brand, how they give an exceptional ROI, and how it can make the brand relatable to the consumer.

With the advent of new age platforms, the brands are getting even more creative and versatile with their video ads, playing around with concepts, durations, and the messaging they want to share. One fine example is Diamond Producers Association, which entered the Indian market around two years back and has already experimented with several formats of story-telling, including the small TVCs, 15-20-second-long digital ads, and a recent web series ‘Pyaar Actually’, streaming on Hotstar, to market the one real love—diamonds.

Diamond Producers Association managing director- India Richa Singh, in an exclusive conversation told Indiantelevision.com that as an alliance of the world’s leading diamond mining companies, DPA’s aim is to not sell a product but establish this ‘billion year old unique piece’ as an integral part of all the happy moments of a person’s life. And that is what gives them a larger play field to try out newer concepts, newer stories, and unique style of marketing.

Their marquee campaign, ‘Real Is Rare’, uses this idea of integrating diamond in little happy moments of life to create subtle yet emotional TVCs, which showed diamonds being a partner in celebration of events like a baby being born, or a simple romantic getaway of a married couple in the night.

Speaking about the campaign, Singh said, “When we entered the Indian market, we spoke to a lot of consumers to understand what diamond meant to them. And we realised that most of them see it as a symbol of love. And love to them meant something that is real and rare. And that became the whole genesis of this campaign.”

The campaign was also utilised online in form of 22 short ads ranging between 15 and 20 seconds. There were no dialogues but just emotions playing out on screen with diamonds playing an important part in the story without being on the face.

“We wanted to capture those unsaid and rare moments between people that are real. We created the TVCs and the smaller digital ads keeping in mind the distinct age groups and different mind sets,” Singh further elaborated.

With the same frame of mind to include newer and younger consumers for diamonds, DPA recently launched a web series on Hotstar, ‘Pyaar Actually’. The series comprises four videos with stories that aim to showcase love across generations and among different relationships. It emphasises on sharing joyous and blissful moments celebrated with diamonds, which play a pivotal role in expressing love and affection. The series stars renowned television personalities such as Bhumi Pednekar, Mandira Bedi, Ritesh Deshmukh, Saurabh Shukla, Supriya Pilgaonkar, and Dino Morea.

Talking about the series, Singh once again emphasised that the core idea behind the series is to promote diamond as a part of every happy moment of one’s life, no matter the age group, no matter the story.

Commenting on the initiative, Wavemaker India chief content officer Karthik Nagarajan said, “Real is Rare is one of the finest campaigns released in the recent times and we thought the short film route to take the thread ahead was the most impactful way ahead The journey of bringing this to life with handpicked creators and partners, who helped create this wonderful piece of content was exciting. We are lucky to have a client like DPA who is willing to push the boundaries on digital-first content, which addresses business challenges.”

When any association is experimenting with varied forms of storytelling, another question that arises is how they are balancing between the numerous agencies they are dealing with.

Singh is quite delighted to share that all her three agencies, BDH (thematic), Digitas (digital films), and Wavemaker (Pyaar Actually), are working in great synchronisation to deliver the best of the creatives.

“It’s (managing different agencies) a lot to do with what we do as a brand. We treat our agency teams as extended brand teams. We sit together in a room to brainstorm, and the larger idea behind any campaign is picked together. Then the duties of individual campaigns are handed over to the team that knows the audience best. Regional nuances make a big difference, so does the different medium,” Singh revealed.

She wrapped by saying, “For example, we recently tied up with the Star Group to deliver regional language shorts on their various channels. It is just to get to the right audience.”

Brands

Delhivery chairman Deepak Kapoor, independent director Saugata Gupta quit board

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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.

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Brnd.me enters Europe as haircare brands power global expansion

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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.

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Brands

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

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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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