Tag: advertising

  • Anant Rangaswami: A friend for life

    Anant Rangaswami: A friend for life

    Mumbai: It’s indeed a sad day when a dear friend passes. Friends aren’t easily made and acquaintances take years to qualify as friends. They are hugely cherished commodities. I, for one, cannot make friends easily. It takes me a long while to get close to someone. To let my guard down enough to let them into my space. They’re not easy to come by. 

    So, when one loses a friend, it’s like losing something really special. Words can never do justice to that kind of close connection or convey one’s feelings of grief sufficiently well but I must attempt to do so anyway. Anant entered my life many moons ago and I’m delighted that he did so. We started as colleagues at Star and unwittingly evolved into friends, for life. That day was so far back, almost three decades ago, that I can barely remember but I do recall that we had some fun times along the way. Anant was a great storyteller and was able to get people on his side as a result without offending anyone. He was innovative to the core and occasionally, ( read frequently ) broke boundaries in his quest for securing his relationships. He once turned up at my office with a great big cardboard box ( the size of a box that could carry a washing machine or a dishwasher ) full of airline tickets which he collected from a client of his instead of an outstanding payment for an on-air sponsorship of a cricket event worth a lot of money, even in those halcyon days. This was after Anant was being put under pressure to get his ‘collections’ under control. As an aside, the airline in question went bust shortly after and all we had to show for it was a boxful of airline tickets, which had neither value to man nor beast. I remember telling him that he should have at least got us an aircraft in lieu. His response was classic Anant- ‘well I could stick them with a few more sponsorships in that case,’ he said!

    I never once saw him lose his cool even after he was made to knock back spurious quantities of what we called ‘liquid refreshment’. I remember one evening when a group of us were out celebrating a milestone achievement (in those days we would celebrate everything as everything was a milestone ) and young Anant, like the rest of us, had a few too many and we were all getting ‘tired and emotional’. The club we were at was closing, in the early hours, well after closing time of course. Anant was sitting by himself (or he could have been sleeping ) by the exit door. Someone put him in the back of our car and drove him to the hotel he was staying at but as he couldn’t get out himself, he was carried into the hotel. The hotel manager came running out and refused to accept Anant in that state. Anant was made to sit out the night at the reception but bless him – he made it to his red-eye flight the next morning to Chennai and he was back at his office at the start of the day. That’s what made Anant special. He was dedicated to his work and was a great team player. He worked hard and played harder.

     

    He was a charmer during work hours and also after work. He was one of those chaps that could talk the hind legs of a donkey if he was convinced about something whilst also being able to be as stubborn as a mule if he didn’t want to do something. Even though there were times when I came close, I never pulled rank on him except, when at times, he simply never claimed his out of pocket expenses – something I could never understand. I would tell him that either he was being paid so much money that he was happy to fund his employer or that he was simply too lazy to attend to his finances. I’m afraid it was always the latter. 

    Many years later, Anant convinced me to write a book and had it not been for him I would never have done so. We argued incessantly about several aspects of it and to be fair I changed so much of what I had originally written thanks to his point of view. He persevered diligently and would remind and nudge me to get it done until I did. Over the years I thought of Anant as a confidant, a family member and a true friend. He was indeed a great ally and in my troubled times, he was the first one to stick his neck out and rally people in my support. He never stopped doing so. I am deeply touched by his actions and sentiments. He never needed to do that. He did that purely out of the goodness of his heart and never once did he ever expect anything in return. He owed me nothing but I owe him a lot. 

    Anant, I will miss you.

  • MADAME ropes in Tara Sutaria to promote brand’s summer collection

    MADAME ropes in Tara Sutaria to promote brand’s summer collection

    Mumbai: The fashion clothing brand MADAME has launched a video campaign featuring actress Tara Sutaria to promote the brand’s summer collection. The campaign is based on its new tagline ‘Make Now Yours’.

    The video campaign is crafted on a theme to live every moment to the fullest and enjoy every bit of it.

    Commenting on the new campaign, MADAME head of marketing and communications Sumedha Jain said, “With the Spring Summer’22 collection by MADAME, you can claim every moment as your own. We believe that there’s no better moment than now and there’s no better person than you to grab every fleeting opportunity to celebrate. Let the sun be your spotlight as you #MakeNowYours with MADAME.”

    Speaking of her collaboration with MADAME, the actress said, “I adore the collection by MADAME, a brand that has also been a favourite of mine for a very long time. I believe it reflects everything that an Indian woman stands for, courage, determination, freedom, and grace. I’m positive everybody will love this fabulous summer collection.”

  • SleepyCat launches a new campaign featuring comedian & actor Vir Das

    SleepyCat launches a new campaign featuring comedian & actor Vir Das

    The D2C brand SleepyCat has launched a new campaign for Ultima Mattress featuring stand-up comedian & actor, Vir Das.

    Designed with a revolutionary CoolTEC™ fabric and DeepTouch™ pressure Technology, the Ultima is India’s first mattress that keeps the user 4° cooler and provides 7-zone body support.

    The campaign is designed by Foodlooking Digital. In true Vir Das spirit, it highlights the superlative features of the product through a quirky representation of what comfort truly looks and feels like, with the Ultima mattress.

    The campaign kicks off with Vir Das sound asleep in a luxurious igloo and snuggling in the lap of comfort, alluding to the cooling element of the mattress. Suddenly, he is brought back to reality and finds himself sleeping in his bed, on a SleepyCat Ultima mattress.

    The simple yet visually stunning narrative brings out the cutting-edge technology of CoolTEC™ fabric of the Ultima Mattress, which is known to draw heat away from the body thereby keeping you up to 4° cooler.

    In the second film, Vir Das personifies the epitome of relaxation, on a massage bed in a luxury spa. Vir can be seen waking up with his alarm, only to find himself in his bed on the Ultima mattress. Each layer of the Ultima mattress is contoured according to the support required by different parts of the body using DeepTouch™ Pressure Technology. This helps the mattress provide accurate and responsive 7-zone support, akin to a calming massage that helps you get deeper, more restful sleep.

    As someone who is always on the go, touring the world and giving award winning performances, Vir Das truly understands the importance of sound sleep and unmatched comfort. Speaking about his association with the brand, he commented, “I have a love-hate relationship with sleep. I love it so much that I hate not having enough time for it.”

    He added, “So I have to make the most of the seven-eight hours I get. And having not just a good, but a freaking awesome mattress is a non-negotiable thing for me. SleepyCat has these super innovative products that cater to specific user needs, and I love that they’re looking out for us. What fascinated me the most about Ultima Mattress is that it keeps your body 4° cooler. And you know that the line I am in needs one to have a cool and collected head. It also gives you ample support like we all want, in a mattress and life in general! If I could, I would carry it with me wherever I go.”

    Commenting on the new campaign, SleepyCat founder and CEO Kabir Siddiq said, “With our mission to provide unmatched comfort and sound sleep solutions, we are always integrating advanced technology that pushes the envelope with each product we launch. The Ultima is set to revolutionize the standard of sleep.”

    Explaining the idea behind roping in Vir Das, Siddiq said, “Coming together with a creative powerhouse like Vir Das has been an amazing journey. He is the ideal representation of the young Indian- dynamic, discerning and appreciates the value of true comfort and mental health. Through this campaign, people will get to see the ‘other side’ of Vir’s life- a “lie-down” instead of a “stand-up”, as he truly enjoys the experience of rest. For Vir, the Ultima Mattress checks all the boxes and we’re sure that this will be the case for the rest of the country as well.”

  • ML & AI to play a key role for marketers in the third connected age: Rishad Tobaccowala

    ML & AI to play a key role for marketers in the third connected age: Rishad Tobaccowala

    MUMBAI: The world is now entering the third connected age and it is going to have a huge impact on various areas of advertising and marketing. Shifts are happening including data connecting to data, which is machine learning. Artificial Intelligence is fuelling everything including marketing, advertising services, and biotech.

    Advisor, speaker, and educator Rishad Tobaccowala who is also an author spoke at the MMA India seminar called ‘Impact India: The Future of Modern Marketing’ recently. While addressing at the event, he noted that the first shift going on in the third connected age is machine learning. The second shift going on in the third connected age besides machine learning is that there are much faster ways of connecting like Jio which has had a massive impact. “In the next few years, India will move faster and faster to 5G. It is very resilient and one can download a high definition movie in seven seconds or less. It will open up more things,” added Tobaccowala during his talks at the event.

    He also highlighted that mobility will not just be about the mobile device. It could be things like glasses, and headphones because the third shift will be about new ways of connecting. He gives the example of ‘Voice’ and this will continue as devices become smaller and more powerful. Also, augmented reality technology will become important. Virtual reality will also happen though it is in its early days. It will have a big impact on areas like gaming which is already bigger than movies and gambling. The fourth shift will be new trust currencies emerging and blockchain will be the key factor. This third connected age will build on the first and second connected ages and will change the way the world of marketing exists.

    He noted that 1993 was the first connected age with the world wide web where people connected to interact. That gave birth to businesses like search and e-commerce and to companies like Google and Amazon. In 2007 there was the second connected age which was about being connected all the time and it gave rise to mobile, and social media. Today, most traffic in the US comes from mobile and unlikely from the desktop. These three ages build on each other and they will not replace each other.

    He noted that Audience, Brands, Content, Data and Enterprise are now significantly shifting. Every marketer recognises that they do not just send messages to audiences. Increasingly, customers are becoming active rather than passive.

    He also spoke about the move towards re-aggregated rather than segmented marketing. In the latter, you take large audiences and make them smaller audiences like TV, newspapers including others. In the former, you are able to thrive in the digital age.  You start with an audience of one and re-aggregate him/her through things like decision engines.

    He mentioned three trends that will grow when one talks about brands. The first is that brands will increasingly become experiences. That is important as a great experience will result in people speaking about it and becoming loyal. Second, the brand’s purpose will become important. What does a company stand for? The third new trend is branding as employees. In the future, no company will survive without its employees and suppliers. “The most important advocate for brands even more than happy customers is happy employees,” he added.

    In terms of content, he noted that it is impossible to put content into a bucket. He gave the example of seeing an ad on Tiktok while travelling in a car resulting in him buying a product at a store. Is it ATL or BTL? Is it offline or online? Is it mobile e-commerce or social? Is it analogue or digital? It was all those. Content is morphing and so is marketing. Also, new content creators are changing pretty dramatically.

    He mentions the fact that more views and interactions are happening for Instagram, and Youtube creators than those who watch the Superbowl. New kinds of content will emerge. In terms of data, he said marketers must recognise that data alone is not the way brands are built. It is about how you extract meaning from data, and how you tell stories utilising data. The big mistake people make is thinking that data by itself is the differentiator. Connecting data to other things in a company is what will make the difference. Less than half a dozen companies have special data. So, it is how you use, and leverage data to tell stories. That is important because human beings choose with their hearts to make purchases. Then they use data to justify what they just did. That is what happens 7 out of 10 times.

    The future is about data-driven storytelling, not data-driven marketing. Marketers cannot be only driven by data numbers otherwise they will be out of a job, he warned.

    He stressed that marketing is about stories & insights and not just about data and algorithms. Pure numbers are not the answer.

    Enterprise, he said, is rethinking the way an organisation is set up for the future. The future, he cautions cannot fit into the containers of the past. The best marketing companies, he said, revolve around people speaking up freely and challenging each other. That is how ideas are born. Also, the best companies constantly reinvent themselves.

    So, how does one do this? First, constantly learn, he said and added that if marketers do not then they will fake it and will become irrelevant as individuals, marketers and businesspersons. Marketers must set aside an hour a day to learn new things.

    Also, marketers must build a case for the exact opposite of what they believe. That will strengthen an argument. Third, learn new technologies by doing things. “Learn, do, build the case for the opposite” he concluded.

  • 22feet Tribal Worldwide wins digital mandate for Porter

    22feet Tribal Worldwide wins digital mandate for Porter

    22feet Tribal Worldwide has won the digital mandate for India’s largest marketplace for intracity logistics, Porter. The mandate was awarded following a multi-agency pitch. 

    The primary focus of this partnership is to focus on brand awareness and community building. 22feet Tribal Worldwide will help Porter define a proposition and develop campaigns that will move the needle on awareness and consideration as the company continues to grow and scale.

    Currently operational in 15 cities across India, Porter is set to expand its presence to 35-40 cities by March 2023. With 22feet Tribal Worldwide as its digital partner, the brand hopes to tap into every logistics conversation and deliver on the promise of service and reliability.

    Porter AVP growth and marketing Mohit Rathi said, “Porter is built on the promise of quality, accessibility and affordability of the service. We plan to carry these values into our next phase of growth. We are excited to bring in 22feet Tribal Worldwide to lead our digital communication as we continue to transform the logistics space.”

    22feet Tribal Worldwide EVP and national head of business Ken Sekhar commented, “Porter has been on an incredible journey of growth since its inception. It has revolutionised the logistics category in the country and helped several small businesses thrive in the new normal. The brand has bigger ambitions now as it looks to cement its top spot in the market, and we are excited to partner with them in this mission. I’m sure we will create a beautiful story together.”

  • Weekend Unwind with: Deep Mehta, co-founder of DigiChefs

    Weekend Unwind with: Deep Mehta, co-founder of DigiChefs

    Mumbai: With the weekend upon us, IndianTelevision.com rolls over to the next in its series of informal, fun snippets that peek into the mind of corporate executives – akin to a virtual water cooler chat. An attempt to get to know the person behind the title a little better, by having them share their nuggets on life and their mantras to deal with the curveballs that life throws – not necessarily revolving around work life – and sometimes going beyond work.

    This week, we have on the hot seat the co-founder of DigiChefs- an independent creative agency based out of Mumbai. Deep Mehta calls himself a passion-driven entrepreneur who “helps startups scale their topline”. Having started the agency with his co-founder Marmik Ajmera in the later part of 2015, they have grown almost organically to a team size of 65 people in these six plus years and worked with over 300 clients.

    Here it goes:

    -Your mantra for Life
    There are three actually:
    You miss 100 per cent of the shots you don’t take
    Use your “fear of failure” to do incredible things in life
    Be kinder than is necessary

    -A book you are currently reading/plan to read
    The Psychology of Money by Morgan Housel.

    -Your fitness mantra, especially during the pandemic
    Cycle your way to a fitter you.

    -Your comfort food
    Chaat!

    -When the chips are down a quote/ philosophy that keeps you going
    You didn’t come this far to only come this far.

    -Your guilty pleasure
    Binge-watching movies & shows.

    -When was the last time you tried something new?
    I started playing table tennis (using a coach) last week. That’s going great, enjoying every bit of it.

    -A life lesson you learnt the hard way
    Never let success make you complacent. Always be on the lookout for potential falls and work towards minimising them. Learned this the hard way when we were so confident (a tad bit overconfident) of our sales skills, that we stopped sales once our bandwidths were exhausted for a good two months. This, instead of constantly nurturing leads in those months so that we could onboard projects once we do hire talent or complete older projects.

    -What gets you excited about life?
    The very fact is that you can make mistakes, and it’s completely okay, and, the sooner you fail, the faster you learn! You can only get better. This very thought gives me the confidence to keep taking bolder decisions and pick up more challenging work than we did yesterday.

    -What’s on top of your bucket list?
    Doing a Ski course in Gulmarg this coming winter.

    -If you could give one piece of advice to your younger self, what would it be?
    When in doubt, ask for help without hesitating too much. There are some genuinely good people out there waiting to help!

    -One thing you would most like to change about the world
    One: End civil wars/ fights and 
    Two: Make people kinder towards the animals around us

    -An activity that keeps you motivated / charged during tough times
    Gardening! I have 76 plants at my home, and I take care of each of them.

    -What lifts your spirits when life gets you down?
    Talking to my best friend (and now my wife) Poonam.

    -Your go-to stress buster
    Listening to some lo-fi music.

  • P&G to make brand advertising accessible to people with impairments

    P&G to make brand advertising accessible to people with impairments

    Mumbai: Procter & Gamble (P&G) India on Tuesday announced its commitment to improve the accessibility of brand advertising to people with sight and hearing impairments by 2024.

    “The initiative will make P&G brands more inclusive and accessible to all members of our community. P&G also announced that it will sensitize students pursuing advertising and marketing courses on accurate portrayal and representation of women in advertising,” the company said in a statement.

    P&G will partner with leading marketing and communication colleges to shape the next generation of marketers and advertisers. Along with this, P&G also reinforced its commitment to continue leveraging the voice of its brands to have conversations that bust myths, break biases & shatter stereotypes.   

    P&G’s chief marketing officer Sharat Verma said, “At P&G, we want to step up and use our voice to be a force for growth and force for good. We have made strong progress in the role our brands are playing to drive social and cultural change. Not only that, but we are also committed to enabling equal opportunities for women in the advertising creativity and production industry.

    “It is important that we make equality and inclusion a sustainable part of creativity. Therefore, we are seeking to work with the next generation of marketers and advertisers, to drive holistic change in imagery, and in turn, society. We are deliberate in our actions to advance equality and inclusion, so that we can accelerate the pace of change,” he added.

  • Mastercard launches campaign with CRED to make high-value transactions

    Mastercard launches campaign with CRED to make high-value transactions

    Mumbai: Mastercard and CRED on Monday launched a campaign that will enable Mastercard credit cardholders to make simple, secure tuition and rent payments for housing expenses using the CRED app.

    Cardholders will enjoy the convenience of making high-value transactions such as rent payments or paying maintenance and school fees for any type of education, from primary school to university, from any mobile device while benefiting from additional liquidity and enjoying exclusive cashback and credit card rewards.

    “By rewarding transactions and providing a seamless experience, we can enable more CRED members to use their cards for large value recurring transactions. Partnerships with ecosystem stakeholders like Mastercard encourage members to pay their monthly rent and education fee payments on their credit cards, enabling them to gain more credit card points and unlock greater liquidity. At CRED we are creating a system that strives to reward high trust and creditworthy individuals of India, inspiring others to be like them,” said Cred’s representative Akshay Aedula.

    Mastercard’s Vice President- Digital Partnerships, South Asia, Aditya Murthy said, “Mastercard technology offers simplicity and safety to cardholders with every transaction. This partnership with CRED opens convenient, new payment possibilities on credit card spend for millions of mobile-first users and facilitates greater choice for Mastercard cardholders.”

    “Enabling high value, recurring transactions such as tuition and rent to be paid on credit cards will make strides in accelerating India’s transition to a less cash economy. Through Mastercard’s longstanding relationship with CRED, cardholders will enjoy more secure, seamless checkout experiences,” he added.

  • Abby Awards Day 3: TLG India and Famous Innovations win for their creativity during Goafest 2022

    Abby Awards Day 3: TLG India and Famous Innovations win for their creativity during Goafest 2022

    MUMBAI: On day three of Goafest saw the grand finale of the event celebrating the best in advertising, marketing and media industries, with creative minds battling it out at the ‘One Show ABBY Awards’. TLG India (The Leo Burnett Group) walked away with the ‘Creative agency of the year Abby’, along with bagging the ‘Specialist brand activation and promotion agency of the year’ award. The Grand Prix was bagged by Famous Innovations in the Out Of Home (OOH) / Ambient Media Abby category. Good Morning Films won the ‘Specialist agency of the year’ in the video craft category.

    Famous Innovations ranked second in the ‘Creative Agency of the Year category’, FCB was third, followed by Enormous, Grey, Creativeland Asia, Havas, Cheil, Script room, and Mindshare.

    A total of 32 video craft Abbys, two radio craft Abbys, 29 branded content Abbys, 13 brand activation & promotion Abbys, four diversity Abbys, 17 OOH Abbys including one Grand Prix, 19 still print and still craft Abbys, four still digital Abbys, 20 Audio Visual TV/Cinema Abbys, 41 audio visual digital Abbys, one young Abbys, two red Abbys, 11 integrated Abbys and three Green awards Abbys were handed out to deserving winners on the final day of the adfest.

    Audio Visual Digital Abby Awards – 2022

    The category had six gold and twelve silver awards. First gold award was grabbed by GREY Group for Gillette India. Enormous Brands LLP won the second gold for their campaign Jaquar Bath & Lights. Other gold awards in the category was won by FCB Group India TLG India Private Limited.

    In silver awards, TLG India and FCB both won three awards each while the rest of the awards were picked by Sideways Consulting, Cheil India and GREY Group.

    Audio Visual TV / Cinema Abby Awards – 2022

    This category had two gold and nine silver. Enormous Brands LLP grabbed both gold awards and silver awards were bagged by TLG India Private Limited, Enormous Brands LLP, FCB Group India, The Script Room, and Creative Land Asia.

    Brand Activation & Promotion Abby Awards – 2022

    This category only had one gold which was picked by FCB Group India and three silver. VMLY&R won one of the silver awards and the other two were picked by TLG India.

    Branded Content & Entertainment Abby Awards – 2022

    In this category, there were four gold and ten silver. The first gold award was won by Enormous Brands LLP for Winkies. The other gold awards were bagged by Mindshare, GREY Group and FCB Group India.

    Four silver awards were won by Cheil India. Other silver awards in the category were won by Think and Learn, Handyyman, Tribes Communication, Enormous Brands LLP and Grey Group.

    Diversity, Equality & Inclusion Abby Awards – 2022

    This category didn’t have any gold. It has three silver Superfly Films for Tanishq, Grey Group for Gillette India and FCB Group India for Unaids.

    Green Abby Awards – 2022

    This category had one gold and one silver. Gold award was bagged by VMLY&R for Maxx Flash’s The Killer Pack campaign and silver was picked by Famous Innovations for Livpure’s Cutting Paani campaign.

    Integrated Awards – 2022

    In this category, there was one gold which was bagged by Grey Group and three silver awards bagged by Havas Worldwide India, TLG India Private Limited and FCB Group India.

    Out Of Home / Ambient Media Abby Awards – 2022

    In the search subcategory, Famous Innovations bagged a gold for its campaign titled Avoid Humans – Deceit for the Tadoba Wildlife Sanctuary and Irai Safari brand. The second gold in the category was won by TLG India for brand spotify for its campaign ‘There’s a Playlist for that’.

    There were four silvers given away in the category, of which two were won by FCB Group India, and two by Famous Innovations.

    Radio & Radio Craft Abby Awards – 2022

    Enormous Brands LLP won the silver for the brand Bharti AXA.

    Red Abby Awards – 2022

    Cheil India picked up the only gold in Red Abby category for the Mental Health brand.

    Still Craft Abby Awards – 2022

    Famous Innovations won gold for the brand Tadoba Wildlife Sanctuary and Irai Safari. All the three Silvers in the category were bagged up by the Famous Innovations too.

    Still Digital Abby Awards – 2022

    Cheil India, TLG India and Havas Worldwide India bagged the three silvers in the category. There was no gold Abby in the Still Digital.

    Still Print Abby Awards – 2022

    The Still Print Abby category saw six silvers, with four won by Famous Innovations and one each by TLG India and Havas Worldwide.

    Video Craft Abby Awards – 2022

    Eight golds were given away in the video craft category, out of it five were bagged by Good Morning Films, while three were won by Early Man Film. There were four silvers in the category- two were won by Early Man Film, one by Good Morning Films and Superfly Films won one silver.

    Young Abby Awards – 2022

    The Young Abby awards category saw FCB Group India pick up a gold for its campaign ‘Can an imaginary girl help’ for Parle G.

  • Lexar on-boards Advent PR as its strategic brand communication partner

    Lexar on-boards Advent PR as its strategic brand communication partner

    Mumbai: The global brand name in flash memory solutions, Lexar has announced the appointment of Advent Public Relations, an award-winning research-based PR Consultancy, as its strategic brand and digital communication partner.

    In its role, Advent PR shall be responsible for formulating and adopting an integrated communication channel route, aimed at enhancing and reinforcing the corporate leadership position in India as well as driving the consumer engagement through digital and influencer marketing, in a phased manner.

    Lexar has been a trusted global brand name in flash memory solutions for over 25 years, with its award-winning line-up of products including memory cards, USB flash drives, card readers, solid-state drives, and DRAM, committed to providing the right solution to fit everyone’s needs. All Lexar product designs undergo extensive testing in their quality labs with more than 1,100 digital devices, to ensure performance, quality, compatibility, and reliability.

    Talking about the development, Lexar’s Director Gaurav Mathur said, “The rising demand for the low-cost storage solution across various applications is emerging as one of the key factors for the growth of flash memory solution industry in India and this is where we see a huge potential for Lexar to grow in the Indian market.”

    “To meet our vision and required goal, it is imperative to on-board an expert consultancy in the field of Tech Communication, who with their expertise could devise and implement the right brand strategy to enhance our presence across print, electronic, online, and social media. Advent PR met our criteria and we are elated to have them on board as our prospective communications partner,” he added.

    Advent Public Relations Director Kheman Kumar said “We are happy to announce as the recognized communications and digital partners for Lexar for the Indian market. Advent Public Relations as an agency is committed to understanding the client’s needs and delivering the best. We look forward to working closely with the brand’s marketing team and designing result-driven strategies for the brand which shall boost & achieve brand objectives.”