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  • The pandemic had a phenomenal impact on the wearable space: Fire-Boltt’s Arnav Kishore

    The pandemic had a phenomenal impact on the wearable space: Fire-Boltt’s Arnav Kishore

    India’s wearables market grew 118.2 per cent year-over-year in the April-June quarter of 2021, shipping 11.2 million units according to the recent data from the International Data Corporation (IDC)’s India Monthly Wearable Device Tracker. In a market dominated by the likes of Apple & Fitbit, strong shipments from home-grown brands in earwear and watches fuelled this growth.

    ‘Made in India’ brand Fire-Boltt identified the gap and was quick to leverage this trend and align the device portfolio. The Indian brand entered at fourth position in just three quarters of starting its business in the smart wearables category, cementing its place among the top five brands in the already crowded market in the wearable tech space.

    Co-founded in 2019 by Arnav Kishore in partnership with Aayushi Kishore, Fire-Boltt currently has a presence in over 750+ cities across the country and emerging as a strong contender in the budget smartwatch brand segment.

    Backed by a strong DNA of wearable technology, having launched an AI-based wearable fitness startup- Boltt Sports Technologies Ltd in 2015, Kishore’s entrepreneurial journey began shortly after he completed his education. Awarded and featured under CNBC-TV18’s ‘Young Turks,’ co-founder Arnav Kishore aspires to take affordable, industry-first feature-packed smartwatches to the masses. The brand roped in cricketer Virat Kohli as its brand ambassador ahead of its global debut.

    IndianTelevision’s Anupama Sajeet caught up with the young visionary entrepreneur for a freewheeling conversation on being one of the early movers in the highly competitive and crowded domestic market. Kishore also shared his vision for the young startup, post-teaming up with Kohli.

    Edited excerpts:

    On the challenges faced as a home-grown brand to penetrate into the wearables sector

    While it is true that the Indian wearable market is cluttered with a plethora of offerings from several brands, the fact remains that there was a severe dearth of quality products at affordable price points till very recently. With decades-old DNA in the wearable space, we identified the lacunae and filled the same with premium offerings in the most economical range. Also, we ensured plenty of options to choose from, each conducive to the needs and liking of different individuals. This is how we grew as a home-grown brand and eventually as the main pilot of the booming Indian wearable market.

    To ensure that we established a long-term rapport with our existing as well as prospective customers, we onboarded reputed names like actor Vicky Kaushal and cricketing icon, Virat Kohli. This made the buyers trust our brand, and most obviously, we made sure that they always got something new and special from each of our offerings.

    On onboarding Virat Kohli as brand ambassador

    Rather than an endorsement, we have collaborated with the iconic cricketer on a long-term basis. Virat Kohli will be participating in different marketing, ad, and endorsement campaigns as our brand ambassador. Just days ago he unveiled our complete line for the UAE market, where we forayed recently. With the cricketer being amongst India’s most valuable celebrity brands, an association with him has definitely been a boost for our brand value. Also, we have not put any deadline on the association as of date.

    We have already taken the next big step by kick-starting our global expansion, post the onboarding of Kohli as our brand ambassador along with Vicky Kaushal. Within the next few weeks, we intend to further expand our presence across all Emirates, following which we will head towards other geographical regions.

    On the brand’s marketing strategies

    Fire-Boltt has grown as a formidable home-grown wearable brand owing to a strategic communication roadmap, which we have charted through our different marketing and communication partners. An omnichannel approach has made our products rank amongst the best-sellers on leading e-commerce platforms like Amazon, and has also enabled us to establish an offline presence across more than 750 cities across India.

    On the media mix, Fire-Boltt is looking to target

    We have always banked on an omnichannel approach, having a mix of different media such as print, television, or digital. In the past 18 months, the focus has definitely inclined towards digital, which is the buzzword in the new normal. Going forward too, we expect digital to rule the roost.

    On plans to leverage influencer marketing mode of advertising

    The impact of influencer marketing cannot be disputed. However, we take a little broader approach by collaborating with big celebrities rather than just endorsements of different products by different influencers or celebrities. We feel a lack of coherence in the same, hence we took an informed decision to take a rather traditional approach of getting brand ambassadors on board for the long term.

    On the difference in the brand’s consumer base, pre & post covid

    The pandemic has had a phenomenal impact on the wearables space, not only in India but across the world. The realisation of keeping a constant tab on health metrics along with physical activities has been the major catalyst for the growth of the wearable market. Even IDC mentions that the watch form factor has been appealing to the consumers over the past few quarters. This is the reason why the Indian wearable market registered a whopping 118.2 per cent YoY growth in the June 2021 quarter. As per the latest Counterpoint Research report, India’s smartwatch market registered a 293 per cent YoY in Q3 2021.

    On the brand’s current consumer demographic

    As per the latest Counterpoint Research report, Fire-Boltt has been adjudged as the fastest growing smartwatch player in Q3 2021, clocking QoQ growth of a whopping 394 per cent. This signifies that our reach is beyond the digital divide, age group, or geographical constraints. We started with an offline presence in nearly 350 cities, and within a year, we have expanded to over 750 cities. It goes without saying that the expansion was not confined to just metro cities but also to different tier 2 and tier 3 cities. Regarding catering to any definite age group, we understand that health metrics are intrinsic to everyone who wishes to lead a healthy and active life, thus we have crafted multiple timepieces sufficing the needs of people from different age brackets and demography.

  • GUEST COLUMN: How digital marketing is growing post Covid-19

    GUEST COLUMN: How digital marketing is growing post Covid-19

    Mumbai: Technology is fast infesting all of the world’s processes in today’s day and age. Digitisation has become the norm of the day and is fast-changing the way we see the world. The simplest and most regular of activities have now transitioned into a virtual format. In this scenario, the advertising and marketing arenas are no exception, as digital marketing has surfaced as the prime form of marketing in the 21st century.

    Even though digital marketing as an industry has been on the rise for the better half of the decade, one cannot overlook the significant contribution that Covid has made in accelerating its growth. As per a report by Statista, the Indian digital marketing industry that valued at Rs 47 billion in 2015 had reached the value of Rs 199 billion in 2020. The report further went on to predict that the industry will continue on this remarkable trajectory and reach a staggering Rs 539 billion by 2024.

    Since a principal reason for such paced growth of digital marketing as a field is the pandemic, one has to speculate its existence and growth after the pandemic is over as well. Especially with preventive vaccines rolling out and the probable end of the crisis approaching, an evaluation must be done with regard to what a firm operating in the industry can expect in the post-Covid era. Some trends as expected to dominate the landscape of digital marketing in the year 2022 are listed as follows-

    Growing importance of content quality

    ‘Content is king’ is a popularly accepted phrase now. A company is primarily known and recognised by the content that is available on various platforms under its name as that is what a large chunk of prospective customers interact with. Thus, it is vital for the content to be top-notch as a brand’s image and potential business largely depend on the first impression it makes. Good quality content will captivate the reader’s attention and lure them in to glance at the products and services that you offer.

    The quality of the content is, in fact, so crucial when it comes to making a mark on the potential customer and interesting them in your brand that it can prove to be a make or break factor for your digital advertising campaign’s success. Digital marketers are expected to note this steadily growing trend of content importance and capitalise on it in the approaching year to gain customer trust and attention.

    Influencer Marketing

    The attention span of people is reducing by the day in this day of technology and fast entertainment. Nowadays, the prime priority of consumers is quickness and efficiency in all fields of life. Additionally, as the internet population grows more diverse and scattered, it becomes increasingly harder to capture their attention, even for a limited time. There is thus a need for digital advertising to be done in a manner that conveys all vital information in a crisp and engaging manner.

    Additionally, there is also a need for marketing agencies to pick carefully the manner and the platform on which a particular offering will be advertised based on the target customer group. Influencer marketing is one tool that is fast picking up in today’s time due to its several benefits such as existing customer trust in their favourite influencers, affinity to popular platforms, and proven effectiveness. This trend is expected to escalate in the year 2022 as well owing to these and more perks that it carries.

    Growing need and importance of virtual assistants

    Technology is at the core of all innovation and is thus an integral part of ‘the way forward.’ AI has been ruling all industries for the greater part of this decade and is only expected to continue the streak. Automation and Chatbots have now made their way into most of the B2C communication that goes on in today’s date, thereby making these processes quick, efficient, and economic. It is critical for digital marketing firms to infuse the use of automation and AI in their daily processes to enhance their efficiency and results.

    Summing Up

    The digital marketing industry has experienced enormous growth in the wake of the Covid pandemic. However, as the pandemic is coming under control and drawing to a possible end, the industry is bound to undergo some substantial changes. In this scenario, it is important for a firm functioning in this industry to assess the trends that are expected to dictate the approaching times. Some of the principal trends as such were discussed in the scope of this article.

    (Amol Roy is the founder of The Shutter Cast. The views expressed in the column are personal and Indiantelevision.com may not subscribe to them.)

  • HUL maintains lead in week 44: Barc

    HUL maintains lead in week 44: Barc

    Mumbai: With ad volumes of 5074.45 (‘000s), Hindustan Lever Ltd (HUL) was the most prolific advertiser in week 44 (30 October to 5 November) according to Broadcast Audience Research Council (Barc) data. Reckitt Benckiser grabbed the second spot at 1480.15.

    At the third to ninth positions were Ponds India, Brooke Bond Lipton India Ltd, Godrej Consumer Products Ltd, Procter & Gamble, Amazon Online India Pvt Ltd, Cadbury India Ltd, and Colgate Palmolive India Ltd. Lakme Lever Ltd was the new entrant at the tenth spot with ad volumes of 416.15 (‘000s).

    Horlicks was the most advertised brand in week 44 with ad volumes of 443.06 (‘000s). At 319.42 Clinic Plus Shampoo was second. It was followed by Brooke Bond Bru Instant (260.48) at the third position.

    Amazon Prime Video, Lalithaa Jewellery, Amazon India, Surf Excel Easy Wash, Close Up Ever Fresh (new) Vaseline Intensive Care Deep Moisture Body Lotion (new), and Boost followed.

  • Bindu Nair elevated to sr vice president marketing at Star TV Network

    Bindu Nair elevated to sr vice president marketing at Star TV Network

    Mumbai : Star TV Network has elevated Bindu Nair to the position of senior vice president marketing. Nair updated her profile on LinkedIn late on Wednesday.

    A senior marketing professional with over 16 years of experience, Nair joined Star TV Network in March 2019 as VP marketing. Prior to this, she was working with Viacom18 Media as associate vice president – corporate strategy and data sciences.

    Nair has also worked at Star TV as assistant VP marketing in 2010 and later as marketing specialist in 2012, when she was involved in the creation and management of the operating plan for the launch of 22 new shows on the network.

  • Panasonic releases #PlayForABetterWorld campaign ahead of Children’s Day

    Panasonic releases #PlayForABetterWorld campaign ahead of Children’s Day

    New Delhi: Panasonic India has evoked the spirit of playful childhood and compassion with the launch of its #PlayForABetterWorld campaign marking this year’s Children’s Day.

    Recent studies showed that around 1.2 lakh children lost their primary/secondary caregivers in the past year due to unprecedented times. #PlayForABetterWorld campaign is an endeavor to help build a better tomorrow for the underprivileged children, the company said on Wednesday.

    Centered around building a comfortable environment for children, the latest campaign invites consumers to play a simple game of building blocks to generate a score of one million. Upon reaching the goal through collective efforts, Panasonic India said it will donate an entire range of appliances to non-profit organisations like Salaam Balak Trust, Khushi, and SOS Children’s Villages India, working towards child welfare. The building blocks game is LIVE starting 9 November till 19 November 2021.

    Panasonic India divisional head of consumer sales Fumiyasu Fujimori said, “As a brand, our products are designed to make lives better while creating a better world for every member of the society. Children are a treasure of society and through this campaign, we aim to support underprivileged children with a more comfortable living and growing environment. We hope that our wide range of appliances will contribute to their childhood with comfort, care, and compassion.”

    Panasonic India head-brand and marketing Shirish Agarwal said, “Panasonic stands by the philosophy of creating a better life and a better world, and our campaign #PlayForABetterWorld is an extension of the same. Through this campaign, we are using the power of play/ gaming for social good and encouraging consumers to be a part of this collective effort to help build a better future for underprivileged children, this Children’s Day.” 

  • toothsi onboards Arjun Kapoor for its new campaign

    toothsi onboards Arjun Kapoor for its new campaign

    Mumbai: Home-grown smile makeover service, toothsi has teamed up with actor Arjun Kapoor for their latest campaign on Clear Aligners.

    The advertisement, titled ‘You’re lucky, there’s toothsi,’ has the actor voicing his agony and displeasure at having to wear the inconvenient metal braces as a youngster, which lead to a bunch of insecurities and self-esteem issues during his growing up years.

    Taking an innovative and out-of-box approach, the ad film shows the usually composed actor throwing a fit on the set, even as he goes on to recount how metal retainers made his teenage days agonising, and how it would have been a piece of cake if he had the option of using toothsi’s clear aligners instead.

    toothsi is leveraging the campaign to enlighten young Indian customers about how fortunate they are to have the choice of using clear aligners instead of conventional metal braces.

    toothsi co-Founder and CEO Dr Arpi Mehta said, “Bracket tightening, wire replacements, and orthodontic appointments aren’t something that today’s youngsters look forward to. Nevertheless, with the arrival of toothsi’s smile makeover, straightening their teeth has gone from a dreaded necessity to a form of self-care. Since the foundation of toothsi, we have worked diligently to eliminate the problems surrounding conventional braces,” he added.

  • Kriti Sanon brings focus on desi Ingredients in Joy Personal Care’s new campaign

    Kriti Sanon brings focus on desi Ingredients in Joy Personal Care’s new campaign

    Mumbai: Joy Personal Care, an Indian skincare brand from the aegis of RSH Global has announced a new campaign for its winter-care product Honey & Almonds body lotion. The newly launched TVC featuring Kriti Sanon emphasises the importance of the two main desi ingredients, honey, and almonds in skincare products.

    Bengali actor Mimi Chakraborty will be seen endorsing the same campaign, targeted at the Bengal market.

    With this campaign, Joy Personal Care highlights the need for embracing desi ingredients and not looking at the West for answers to personal care needs. It aims to break the stereotype that products with ingredients from the west are of superior quality. Indians have a specific skin type that is accustomed to Indian weather conditions. Hence, relying on ingredients sourced from our own country is not only best suited for the Indian skin but is also highly nourishing in nature.

    RSH Global chief marketing officer Poulomi Roy said, “Honey and Almonds hold a special place in Indian culture and households due to their immediate relation with ‘nourishment.’ Through this campaign, we break another stereotype that exists in beauty and personal care – ‘not everything exotic and westernised is superior for the skin’. As the movement for supporting local products and ingredients gains more momentum by the day, we believe our audiences will resonate with the idea.”

    “With the winter season just around the corner, our skincare routine and product with nourishing components becomes an important consideration. Two such ultimate desi ingredients that stand for purity, nourishment and are intrinsic to every Indian are honey and almonds,” said Sanon.

    RSH Global chairman Sunil Agarwal said, “Honey & Almonds body lotion is our flagship product and is loved by our customers as well. Kriti and Mimi are beloved faces in their industries and will help us drive the message of using desi ingredients. With life returning back to normalcy, we are expecting demand to be strong in this category during the upcoming winter season.”

  • HUL becomes top advertiser in week 43: Barc

    HUL becomes top advertiser in week 43: Barc

    Mumbai: With ad volumes of 4600.63 Hindustan Lever Ltd (HUL) was the top advertiser in week 43 (23 – 29 October) according to Broadcast Audience Research Council (Barc) data. Reckitt Benckiser (India) Ltd (3121.31) and Godrej Consumer Products Ltd (900.75) were in the second and third positions, respectively.

    They were followed by Ponds India, Brooke Bond Lipton India Ltd, ITC Ltd, Cadbury’s India Ltd, Amazon Online India Pvt Ltd, Coca-Cola India Ltd, and Colgate Palmolive India Ltd.

    Among the brands, HUL’s Horlicks was the top performer delivering ad volumes of 473.75 (‘000s). Dettol Toilet Soaps, Lalithaa Jewellery, and Veet Men Hair Removal Cream grabbed the next three slots.

    Fanta was the new entrant at the number five. It was followed by Harpic Bathroom Cleaner, Amazon Prime Video, and Clinic Plus Shampoo.

    Debuting at number nine, was Tata’s new SUV Tata Punch. Dettol Antiseptic Liquid finished last.

  • Perfect time to invest, says Upstox in new short film

    Perfect time to invest, says Upstox in new short film

    Mumbai: Online investment platform Upstox (also known as RKSV Securities) has launched a short film urging individuals to invest as part of its #StartKarkeDekho campaign.

    This Diwali, the brand is asking people to take an auspicious step towards their financial journey and encourages them to invest in their future through a fun, quirky, and celebratory campaign. 

    The short film shows the main character Akash, a young man facing discouragement every time he takes any decision. The pandit ji he consults only has one thing to say to him – “muhurat sahi nahi hai.” Throughout his whole life, he’s been just about to do something he really wants, but pandit ji doesn’t let him by saying ‘muhurat sahi nahi hai’. It is only when he invests with Upstox, he knows and is confident that #YehMuhuratPerfectHai and does not feel the need for any approval.  

    EMBED: https://twitter.com/upstox/status/1454410014001565702 

    Through Akash’s journey, this Diwali, Upstox is urging all individuals to invest and conveys a message that there’s never a wrong time to take the first step towards your financial journey. Additionally, the brand has augmented its platform this Diwali with a suite of new features and intuitive design, is promising to make investments all the easier and effortless.

  • Great Learning’s Diwali campaign urges professionals to go for #NewBeginnings

    Great Learning’s Diwali campaign urges professionals to go for #NewBeginnings

    Mumbai: Ed-tech company for higher and professional education Great Learning, a part of the BYJU’S group has launched its Diwali campaign #NewBeginning highlighting the significance of upskilling for building rewarding careers.

    Conceptualised and created by Interactive Avenues, the social media campaign encourages professionals to upskill and give their careers a ‘New Beginning’ on the auspicious occasion of Diwali. 

    The ad film emphasises that while most of us buy new things and redecorate our homes during Diwali, it’s also a good time to give our career a fresh start by investing in upskilling ourselves. Targeted at working professionals, the campaign revolves around a young couple who is excited to celebrate the festivities by going on a shopping spree but eventually realise that it’s probably wiser to invest in their career first.

     

     

    “This campaign has a very simple message – there is no better time than the festive season to think about investing in your career. This is considered to be an auspicious time to make all kinds of big-ticket purchases – appliances, cars, homes, etc. However, the festival season also coincides with the mid-year appraisal season and hence, the perfect time to assess one’s career and take appropriate steps for future growth,” said Great Learning chief marketing officer Aparna Mahesh.

    The campaign is targeted towards the October appraisal cycle that many organisations follow and delivers the message of the need for lifelong learning and upskilling to power ahead in one’s career. The message will be further amplified through a contest on Great Learning’s Instagram, Facebook, and Twitter by asking followers to share their plans of #NewBeginning this Diwali. The nomination for this Diwali contest is currently live and each winner will have a chance to win Amazon vouchers worth Rs 6,000, it said.