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Tag: Aditya Kasyap

  • MRSI puts the power of ‘and’ at centre of 33rd annual seminar

    MRSI puts the power of ‘and’ at centre of 33rd annual seminar

    MUMBAI: The Market Research Society of India (MRSI) is set to bring fresh energy to Gurugram this month, with its 33rd annual market research seminar promising a heady mix of data, ideas and debate under the banner “The Power of And”.

    Dr Saurabh Garg, secretary at the ministry of statistics and programme implementation, will deliver the opening keynote on “Driving impact through data insights: harnessing public-private synergies for a Viksit Bharat at 2047”. His address will anchor two days of panels, papers and provocations at The Leela Ambience on 11–12 September.

    The line-up features Karthik Nagarajan of Hogarth, Aradhana Lal of Lemon Tree Hotels and Aditya Kasyap of Unilever, alongside sessions on navigating “many Indias” and a panel on the “joys and dilemmas of insight in the age of technology” with senior voices from HUL, Nestlé, Airtel, Kantar, Smytten and more.

    This year drew over 100 research paper submissions, with 22 shortlisted across four themes: bending and breaking methodologies, innovating at the edges, technology as an intersection, and the human mosaic of future leaders.

    “The seminar has long been the cornerstone of India’s research and insights industry,” said Rituparna Dasgupta, chairperson of the 33rd edition and EVP at Zee entertainment. “This year’s theme captures how our world is being shaped.”

    With Smytten Pulse AI as lead partner and heavyweights such as Kantar, Nestlé, ITC and Hindustan Unilever backing sessions, MRSI is positioning its flagship gathering as more than a talking shop.
     

  • Mindshare, Sunlight, Durga Pujo & the 60 foot Sphere

    Mindshare, Sunlight, Durga Pujo & the 60 foot Sphere

    MUMBAI: Kolkata is dotted with zillions of pandals during the Durga Pujo period. We all know that. Brands trip over each other to partner with the one that will give the maximum bang for the buck. Almost every one works hard get their individual pandal to be a standout.

    Media services agency under GroupM and WPP Mindshare came up with a unique innovation  for Hindustan Unilever Ltd (HUL)’s detergent brand Sunlight.  It  executed an unprecedented brand activation at the iconic Santosh Mitra Square Durga Puja. At the heart of this activation was a groundbreaking 60-foot-tall sphere, a first-of-its-kind installation in India, inspired by the world-renowned sphere in Las Vegas. 

    Utilising innovative LED loop technology, the Sphere displayed stunning visuals and graphics of Bengal’s iconic saree designs, such as kantha, garad, and jamdani, making it an extraordinary spectacle visible from afar. This celebration of Bengal’s rich heritage kicked off on 5 October.

    Powered by 100,000 LED pucks, the installation reinforced the brand’s long-standing commitment to preserving Bengal’s cultural legacy and served a visual treat to the throngs who witnessed this modern marvel. Supported by West Bengal’s leading media powerhouse, ABP, the event was amplified across various channels including print, social media, and digital platforms. The dazzling Sunlight Sphere attracted a host of influencers, who organically created content around the installation.

    The sphere was the highlight of the festive campaign that ran for the detergent this Durga Pujo, combining tradition with innovation. The campaign – Oithirjher Rong Natun Rakhe  (Keeping the Colors of Tradition Alive)  – embodied Sunlight’s commitment to preserving the vibrant colors of west Bengal’s cultural heritage. With Kolkata transforming into a vast public art gallery with thousands of pandals – boasting extravagant themes and artworks, the campaign gave pujo revelers a unique, larger-than-life tech experience.

    “Sunlight has been a part of West Bengal’s cultural fabric for over a century, and we are committed to keeping that legacy alive,” said HUL fabric cleaning unit head Aditya Kasyap. “Our promise of superior colour care for iconic fabrics, delivered through an innovative activation, celebrates both the timelessness of Bengali traditions and the freshness of modern creativity. The experience aims to inspire audiences and ensure the essence of Bengal remains vibrant for generations to come.”   

    Added Mindshare Fulcrum south Asia head Snehi Jha: “Our goal is to create memorable and impactful experiences that build iconic brands for our consumers. With Durga Puja being the most important cultural and religious celebration in West Bengal, there was no better opportunity for Sunlight to connect deeply with its audience. Our innovative Sunlight Sphere installation showcased the brand’s significance on a grand scale, unlike anything seen before in India.” 

  • Ogilvy & Sunlight launch campaign for Durga Pujo

    Ogilvy & Sunlight launch campaign for Durga Pujo

    Mumbai: Durga Pujo is a wardrobe refresh for all Bengalis. For five days, the city of joy witnesses a dizzying panorama of colourful apparel. As such, the days leading up to the festival are spent on diligent shopping. Oceans of crowds flood the malls and retail stores, big and small, looking for the perfect length, the ideal cut, and all the irresistible bright colours. For all intents and purposes, these shopping meccas are a rich pool of potential consumers. They lead to an untapped audience that can be persuaded, inspired and informed. That’s just what Sunlight did with its Pujo-shopping hack.

    All Sunlight had to do, without fuss or fret, was to hack unbranded shopping bags, umbrellas and gift boxes with the accompanying message: Notun jama kinun praan bhore, Sunlight rong rakhbe dhore (Shop for new clothes to your heart’s content, Sunlight will keep its colours as good as new). It is an assurance to shoppers who would otherwise think twice before investing in colourful choices. The aim was to encourage worry-free shopping, with the knowledge that Sunlight will retain the colours of these new clothes long after Pujo is over.

    To drive home the message, spaces outside shopping malls and retail stores with the most footfalls were hacked as well. Even local hawker chants were hacked to drive home the brand’s message effectively. Even outdoor spaces were hacked. Sunlight’s outdoor communications were placed right next to outdoors advertising new Pujo clothes. All the hacks came together to reinforce the brand’s message in unison.  

    Ogilvy senior executive creative director Sujoy Roy said: “It was an idea that was right there in front of our eyes. Durga Pujo is the annual Bengali wardrobe refresh. New clothes are bought, gifted and hoarded. As a fabric care brand we just had to assure people that we are there to take care of their new clothes and keep them as good as new after several washes. That’s it. All we had to do was hack all relevant media spaces with a single line. Sunlight took up the responsibility of protecting the new clothes that people would buy for Pujo and wherever we found a piece of communication asking people to buy new clothes we put up our communication.”

    Unilever head, fabric cleaning, Aditya Kasyap says: “Sunlight is Unilever’s oldest and West Bengal’s largest Fabric Care brand, with a legacy of over 130 years! Sunlight’s promise of superior colour care for fabrics is brought alive in an innovative way with a shopping hack this Pujo, reaffirming the brand’s identify in Bengals cultural fabric.”