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Tag: Amit Doshi

  • Britannia launches ‘Har Pocket Ab Dustbin’ campaign

    Britannia launches ‘Har Pocket Ab Dustbin’ campaign

    Mumbai: It’s easy to justify tossing our wrappers when there’s no bin in sight. What’s harder is holding onto those wrappers till you find a dustbin! In their latest for Britannia, Talented.Agency celebrates a milestone for the legacy brand – two years of 100 per cent plastic neutrality with a film on adopting a simple habit. Their choice of protagonist? An eight-year-old. The earnestness of a child is a striking reminder to do better, develop a conscience for cleanliness and be responsible for your own waste, if not everybody’s.

    Har Pocket Ab Dustbin (Every Pocket, now a Dustbin) is an attempt to encourage millions of Britannia consumers to be cognizant of their surroundings and join the brand in its commitment towards efficient plastic collection and processing, leading to 100 per cent plastic neutrality. Everyone can also join the pledge with Britannia at https://www.britannia.co.in/do-not-litter

    Britannia has been actively working around various measures such as sustainable sourcing of ingredients & packaging, enriching the products with vitamins and minerals, natural resources efficiency to minimise environmental impact and much more. One of many steps the company has taken is processing over 43,000 metric tonnes of plastic in FY 22-23 alone and being 100% plastic neutral for over two years.

    Commenting about the initiative of #HarPocketAbDustbin, Britannia CMO Amit Doshi said, “Britannia is on a mission to be known as a responsible global total foods company. With the efforts of all our functions, we have been 100% plastic neutral for over two years, and on the occasion of World Earth Day – we wanted to bring light to our efforts. We wanted to extend the initiative to all our consumers because despite working at this scale, the individual efforts that you and I can make cannot be undermined. #HarPocketAbDustbin is an effort to tackle the plastic problem together with our consumers.”

    On the campaign, CodeRed director Gajraj Rao added, “This is the first time we’ve crafted an entire film for a brand without ever showing their product. We had more products on the snack tray of this shoot than in front of the camera. Kudos to team Britannia on their efforts to be sustainable. I look forward to watching them continue on their path of plastic neutrality, not just because I’d like to make them more films for future milestones!”

    #HarPocketAbDustbin is a simple yet impactful plea to take ownership of our own litter through a habit many of us are not unfamiliar with.

    Shedding light on how the insight came to be, the team from Talented, Sanket Audhi, Balaji Padmanabhan and Pearl Alex commented, “We noticed many of us were already performing the ‘fold it, hold it, wait, dispose it’ with our own litter. We also noticed we started it young. #HarPocketAbDustbin is our attempt at compounding the effect this habit had on us and our surroundings, by keeping it going through a movement that kids and India alike can follow! How we deal with today’s plastic problem will take small actions like this and larger systems like Britannia’s efforts. This was a first taste at zero waste, and we’re glad to play our part in it!”

  • Britannia NutriChoice launches NutriPlus App

    Britannia NutriChoice launches NutriPlus App

    Mumbai: Britannia NutriChoice, one of India’s leading biscuit brands has announced its foray into health tech with its NutriPlus app. The NutriPlus app by Britannia NutriChoice is designed in partnership with Aktivo Labs, a pioneering technology company with expertise in building evidence-based health and wellbeing solutions.

    A recent report by the Indian Council of Medical Research (ICMR) highlights a significant trend in the prevalence of metabolic non-communicable diseases (NCDs) across the country. According to the findings, in 2021 alone, an alarming 101 million individuals were diagnosed with diabetes, while 136 million were identified as having prediabetes. Additionally, a staggering 315 million were found to be grappling with hypertension and other related conditions. This escalating burden not only imposes immense challenges on affected individuals but also places a substantial strain on the nation’s healthcare infrastructure, particularly in densely populated countries like India.

    Quantified health empowers people across cultures, languages, and geographies to live long and healthy lives. Aktivo Labs technology allows for continuous monitoring of health metrics, enabling early detection of potential health issues. By identifying health risks early, interventions can be implemented to prevent the progression of diseases, reducing the overall burden on healthcare systems.

    Developed by a team of esteemed doctors and scientists from Aktivo Labs, the NutriPlus app harnesses evidence-based technology to empower users in their pursuit of well-being.

    The NutriPlus app provides a daily NutriScore, which is a one-score indicator for users based on factors such as exercise duration, and sleep duration providing the users with an overview of their health status.

    This single health score highlights areas for improvement, giving individuals a clear understanding of their wellness journey. Notably, NutriPlus stands out by not relying on wearables; all that is required is a smartphone to track and manage one’s physical activity and nutrition. The NutriPlus app also offers a comprehensive weekly health assessment, empowering users with tailored insights regardless of their demographic.

    King’s College London, UK director of ageing research Prof Richard Siow commented, “The collaboration between Britannia and Aktivo Labs to develop the groundbreaking NutriPlus app has the potential to raise the awareness of millions in India about lifestyle interventions which can assist in reducing the risk of age-related NCDs. This will be achieved through providing democratized access to the science-backed NutriPlus platform to routinely track personal wellness scores. At the population level, this may contribute to slowing the increase in the incidence of non-communicable diseases in India and mitigate the associated societal and economic burden of health care.”

    Commenting on the launch Britannia Industries CMO Amit Doshi said “Britannia NutriChoice caters to the growing segment of consumers who actively seek better snacking options. Consumers can download the NutriPlus app by scanning a QR code across a range of Britannia NutriChoice packs, which reach crores of households in India. We believe in the invisible power of small, everyday choices and the NutriPlus app is one such step to partner millions of Indians in their pursuit of wellbeing and better lifestyles.”

    Aktivo Labs CEO & co-founder Gourab Mukherjee commented, “It is our endeavour at Aktivolabs to empower forward-thinking organizations like Britannia to deploy innovative technologies to improve the health of the community they serve. We are excited about the journey ahead and see how Britannia unlocks the power of real-time digital health data to help Indians lead healthier happier lives.”

    Furthermore, the NutriPlus app doesn’t just enable consumers to monitor their progress; it celebrates achievements and encourages participation. As users progress through different levels of NutriScore – Starter, Achiever, Star, and Pro – they unlock exciting rewards and incentives. From exclusive vouchers redeemable at popular fitness outlets to stand a chance of winning an international holiday upon reaching 20,000 points, the app ensures that every milestone in their wellness journey is met with well-deserved recognition and motivation.

    Download link: App Store, Play Store

  • JioCinema welcomes record 18 sponsors for TATA IPL 2024

    JioCinema welcomes record 18 sponsors for TATA IPL 2024

    Mumbai: JioCinema, the official digital streaming partner of TATA IPL 2024, has reported a record number of 18 sponsors and over 250 advertisers for the upcoming season. Notably, this season has not only witnessed advertiser interest for TATA IPL from conventional, digitally-inclined categories like automobiles, mobile handsets, banking, online broking & trading, credit card payment, and construction but also categories that typically invest in traditional mediums such as FMCG, evidencing shift in advertising dynamics in India. Last year, JioCinema booked a record digital ad revenue compared to that of any other live-streamed event previously.  

    JioCinema’s list of digital streaming sponsors for the 2024 TATA IPL season includes Dream11 as a co-presenting sponsor, while Tata Motors, PayZapp by HDFC Bank, SBI, Cred, AMFI, Upstox, Charged by Thums Up, Britannia, Pepsi, Parle products, Google Pixel, Haier, Jindal Steel, Vodafone, Dalmia Cements, Kamla Pasand and Rapido have joined hands as associate sponsors. Additionally, JioCinema is in advanced discussions with multiple other brands and more are expected to join before the first ball is bowled this TATA IPL beginning on 22 March.

    With the online fantasy gaming category leading the charge yet again this season, Dream11, MyTeam11, and My11Circle have put their faith in the power of live sport on digital streaming yet again to engage with the sports fans. In a striking shift, brands from the FMCG sector like Britannia, Parle products, Mars chocolates, Tata Consumer Products, and Havmor Ice Cream – typically known for their reliance on traditional channels, have enthusiastically embraced the digital wave as advertisers.

    Other major brands from the automobile category such as Maruti, Apollo Tyres, Ashok Leyland, and JK tyres are also driving in with JioCinema to maximize mileage on their advertising spend. In the competitive arenas of banking, payments, online trading, and credit card payments, brands like PayZapp by HDFC Bank, SBI, Cred, AMFI, ICICI Mutual Fund, and LIC are strategically placing their investments with JioCinema, leveraging the platform to connect with audiences in real-time.

    This year also marks the resurgence of the premium mobile handset category with upmarket brands like Google Pixel, Apple, Motorola, and Vivo, all poised to dial up their marketing endeavours to unprecedented heights. In the beverage category, the platform has witnessed increased spend this year with Coca-Cola taking the energy drinks category and PepsiCo locking out the cola category.

    The sharp increase in interest for advertising on digital not only stems from increased efforts by JioCinema to remove major barriers to advertising, but also its world-class presentation of the marquee T20 league through a 12-language presentation, including Haryanvi joining the line-up this year. Apart from this, JioCinema will continue offering the league for free to viewers, thus creating a mouth-watering proposition for advertisers to access the length and breadth of the country, especially smaller towns which are now adopting digital as a primary viewing medium.  

    “While last year showed us digital came of age, this season of the TATA IPL is telling us a story that digital is going to be everyone’s primary choice, be it for viewing or advertising. It is beyond doubt that India now prefers watching the TATA IPL on their mobile devices and Connected TV’s and advertisers have skewed their spends towards where the consumers are,” said a Viacom18 spokesperson. “The aggressive innovation that we are bringing to the TATA IPL viewing experience, coupled with the efforts we have invested in removing barriers to advertising on digital and democratising it, promises digital ad spending to only head on an upwards trajectory from here every season.”

    Speaking on the association with JioCinema, Parle Products VP Mayank Shah said, “TATA IPL on JioCinema is a fabulous opportunity for brands like ours to drive unprecedented awareness in India. With a significant shift that’s happening towards digital consumption, and Cricket consistently staying the most engaging content in the country, this partnership will help us take our brands to consumers when they’re most receptive to our message. Our strategy is to delight viewers with our creatives and embed the habit of celebrating their favourite sport with our offerings.”

    Commenting on coming on board with JioCinema, HDFC Bank group head, CMO, head-direct to consumer business Ravi Santhanam said, “HDFC Bank is planning to launch an integrated campaign for its digital payments app, PayZapp in the upcoming IPL season. Cricket is a religion in India with extremely high levels of engagement with customers and JioCinema has played a key role in enhancing the reach of TATA IPL through its platform. PayZapp in its new avatar is a very strong offering in the payments space providing consumers the choice to pay in the way they want, in the place they want, with the type of payment they want and it is backed by the trust & reputation of HDFC Bank. JioCinema offers its viewers multiple choices in the way they want to watch the IPL, be it camera angles, languages, or more and hence we feel it is an ideal match to deliver our brand promise. It does offer huge reach across handheld, web and Connected TV which along with our presence on traditional channels will ensure that we reach the consumers across multiple touchpoints in their TATA IPL followership. Together with JioCinema, we intend to deliver an innovative campaign that not only resonates with fans but also establishes PayZapp by HDFC Bank as the best payments offering in the market.”

    Dalmia Cement (Bharat) Ltd COO Sameer Nagpal added, “We are thrilled to partner with JioCinema as an associate sponsor for the TATA IPL 2024. The TATA IPL is a national phenomenon, uniting millions through their love for the game. This massive platform provides us with a unique opportunity to educate crores of aspiring home owners in India, about the importance of RCF (i.e. roof, column, & foundation) in ensuring that their dream house lasts for generations to come.”

    Sharing thoughts about their partnership with JioCinema, Haier Appliances India president N S Satish said, “We are delighted to return as an associate Sponsor with JioCinema for the TATA IPL in 2024.  The tournament’s unmatched viewership and energetic atmosphere provide an ideal platform to connect with cricket fans across India. We are excited to come back for the second year of our partnership, to tap the power of TATA IPL on Connected TV, a rapidly growing viewing platform. This targeted approach allows us to create a truly engaging brand experience for the fans and further strengthens our commitment to innovation in the Indian market.”

    “As the excitement of TATA IPL electrifies the nation, Britannia is proud to be a part of this exhilarating journey. Our partnership celebrates the shared passion for excellence and enjoyment of all sports lovers,” said Britannia CMO Amit Doshi. “Through this collaboration, we are excited to showcase our latest campaigns, like ‘Hungry For Gold’, reaching audiences far and wide on JioCinema.”

    TATA IPL 2024 will commence on JioCinema with the southern derby as MS Dhoni’s Chennai Super Kings face off with Royal Challengers Bengaluru on 22 March 2024. Viewers will be able to catch the latest season for free in 4K across 12 languages introducing Haryanvi for the first time, multi-cam options including the much-hyped Hero Cam, and many more fan-engagement features including Jeeto Dhan Dhana Dhan.

  • Britannia and Mindshare unveil AI-powered camera campaign for NutriChoice

    Britannia and Mindshare unveil AI-powered camera campaign for NutriChoice

    Mumbai: Britannia, one of India’s leading foods and beverages companies in collaboration with its innovative partner agency, Mindshare, is proud to announce a groundbreaking advancement in Brand Experience with the introduction of India’s first AI-powered Mixed Reality Smartphone Camera. The cutting-edge technology is built by Flam, an AI-powered mixed-reality content platform for marketing. This innovative platform opens up a world of engaging experiential advertisement and user-generated content for forward-thinking brands.

    With this innovative campaign, consumers will be able to scan the QR code on their smartphones leading to experiencing a video from Ranveer Singh within their smartphone camera experience. On scanning, the static image comes alive with a video that delivers the message that Britannia NutriChoice Digestive biscuit is the only digestive biscuit made with 100 per cent atta and zero per cent Maida*. This breakthrough experience will also soon be available at several retail touch points for consumers to experience, in addition to the print advertisement.

    At the core of this pioneering campaign lies an AI-powered mixed reality camera, seamlessly integrated with an instant app activated via QR codes. The Britannia NutriChoice campaign showcases unparalleled capabilities with an intuitive and compelling user experience. Utilising image tracking in 3D space, the camera employs feature points to generate immersive mixed-reality 3D content, delivering a captivating experience. With an impressive operating speed of 60 frames per second, the camera ensures smooth video playback, even during image translation or rotation. Powering this technology is the visual transformer, a deep-learning AI model engineered for similarity matching and image recognition.

    Britannia Industries chief marketing officer Amit Doshi shared, “The application of technology in marketing is deepening and it is exciting to build such novel consumer experiences. Users can now immerse themselves through their phone camera, without the need for app downloads or webAR. It is truly rewarding to have partners like Mindshare, who powered this innovation and brought it to reality. Together, we are pushing the boundaries of creativity and technology to engage consumers in unexpected ways”

    Mindshare CEO Amin Lakhani shared, “From personalized content experiences to real-time engagement opportunities, this AI-powered camera technology is set to transform how consumers perceive and interact with brands. Together, Britannia and Mindshare are not just disrupting the status quo; we’re pioneering a new paradigm — one that empowers consumers, amplifies creativity and unlocks limitless possibilities for brand engagement.”

    Flam founder & CEO Shourya Agarwal shared, “Our camera technology is engineered for effortless scalability, supporting billions of users and seamless compatibility across all devices. It delivers robust performance without requiring app downloads or web-based augmented reality. Our advanced AI-driven image recognition and tracking provide unmatched accuracy and efficiency. Starting with Mindshare & Britannia, we’re bringing experiential advertisements that are not just seen, but something you engage & create shareable stories with – for the first time in India. This innovative platform opens up a world of user-generated content for forward-thinking brands, allowing them to harness the creativity of their audience” 

  • JioCinema introduces brands for JioCinema brand spotlight at TATA IPL 2024 Opener

    JioCinema introduces brands for JioCinema brand spotlight at TATA IPL 2024 Opener

    Mumbai: JioCinema, the official streaming platform for the TATA IPL 2024, has announced the first-ever set of brands that will feature on its newly launched advertiser innovation, JioCinema Brand Spotlight. Charged by Thums Up, Parle, Britannia, Dalmia Cements, and PayZapp by HDFC Bank will debut their respective campaigns for the TATA IPL 2024 during the first five overs of the opening game between MS Dhoni’s Chennai Super Kings and Royal Challengers Bangalore, on March 22. As the nation aggregates to catch the start of the opening season of the TATA IPL, the five brands will be a part of this golden moment by showcasing exclusive spots of their campaign within the first five overs of the match on the opening day.

    In addition to having a priority spot to launch their engaging TATA IPL opening day blitz, JioCinema Brand Spotlight will facilitate a first-of-its-kind marketer’s moment for the five brands with the campaign makers and the brand custodians sharing exclusive insights and stories about how the campaign and brand film showcased on JioCinema Brand spotlight was conceived and built. These campaign stories will be available to viewers on an exclusive JioCinema brand spotlight rail on the JioCinema App.

    Brand Spotlight is one among a slew of innovations for advertisers around the upcoming TATA IPL season. The packages and offerings have been specifically designed to help advertisers across the board, no matter what the objective, category, and scale of business. Each proposition from JioCinema has been carefully curated to enhance the brand’s proposition and increase the potential of scale and targeting possibilities they can extract digitally.

    “The mood around the opening day of the TATA IPL has evolved over the years to become a moment where fans don’t just anticipate thrilling match action but also eagerly look forward to brands putting their best creative foot forward,” said Viacom18 Sports head of revenue, Anup Govindan. “With digital, it is possible to harness this euphoria into an actionable moment for advertisers and that is where Brand Spotlight comes to the fore. We are delighted to have Charged by Thums-Up, Parle Products, Britannia, Dalmia Cements, and PayZapp by HDFC Bank on board with us. The first five overs of the TATA IPL 2024 are going to be historical with the spotlight on these brands, and we believe Brand Spotlight is going to be an anchor offering in the coming years.”

    Speaking about partnering with JioCinema, HDFC Bank group head, chief marketing officer and head direct to direct-to-consumer business Ravi Santhanam said, “Our PayZapp campaign for the TATA IPL is built on the idea that customers can pay anyone, anyhow, anywhere and we felt this proposition synchronises almost perfectly with JioCinema’s vision for digital, which is to make digital omnipresent. Introducing this communication right at the beginning of the season under Brand Spotlight is going to help us give it the platform it deserves by taking it far and wide in the country.”

    Speaking about partnering with JioCinema, chief marketing officer, Britannia Amit Doshi said, “With Hungry For Gold, we aspire to instil pride in every Indian and inspire a nation hungry for victory in all areas. By partnering with six remarkable athletes and integrating an engaging gaming promotion, we are not only showcasing their incredible journeys but also fostering a deeper appreciation for various sports. We are excited to partner with JioCinema for Brand Spotlight to make this message reach millions.”

    On being part of the Brand Spotlight stable, Dalmia Cement (Bharat) Ltd COO Sameer Nagpal said, “We have tried to make our communication highly distinctive from the norms of the cement category. We have a differentiated consumer proposition and have presented it in a unique style using engaging visuals and music, along with one of the most unique stars of this generation, Ranveer Singh. We truly feel that JioCinema’s Brand Spotlight will do justice to our creative efforts by giving our campaign the kind of reach and scale that only TATA IPL on JioCinema can.”

    Commenting on being a part of Brand Spotlight, Parle Products VP Mayank Shah said, “The objective behind our TATA IPL 2024 campaign is to further our cause started in 2017-18 of positioning ‘Parle’ from ‘House of Brands’ to a ‘Branded House’ while building an emotional connect with consumers. Our TVC is packaged to deliver the message with classic elements of wit and humour but underscores the core thought of positioning Parle as a top corporate brand. We took that finished product to JioCinema’s Brand Spotlight, as in addition to giving us unprecedented reach and customization options, the Brand Spotlight rail on the app is a great platform to take viewers behind the scenes to talk them through this campaign in a never-been-done-before manner.”

    Fans will be able to catch the latest season of the TATA IPL for free in 4K across 12 languages introducing Haryanvi for the first time, multi-cam options including the much-hyped Hero Cam, and many more fan-engagement features including Jeeto Dhan Dhana Dhan.

     

  • Britannia Marie Gold chooses ‘an act over an ad’ with HerStore on International Women’s Day

    Britannia Marie Gold chooses ‘an act over an ad’ with HerStore on International Women’s Day

    Mumbai: Britannia Marie Gold, one of India’s leading biscuit brands today launched  HerStore, a unique digital ecosystem for women entrepreneurs honoring its commitment from 2023 of #LetsKeepGoing to celebrate women every day. With HerStore, it is furthering its commitment to empower women entrepreneurs with constant support throughout their journey.

    The tagline “Saath Judo, Saath Udo” captures the essence of the brand’s commitment to cultivating a supportive digital ecosystem where women entrepreneurs stand united, and uplift each other, so that they can do more and be more.

    HerStore, powered by Britannia Marie Gold has taken the initiative towards its commitment with the launch of a unique marketplace which lists both products and services  – all owned by women. The platform will also soon offer a comprehensive suite of training, workshops, and upskilling videos tailored to equip women entrepreneurs with the skills and knowledge needed to thrive in a dynamic market landscape. This will be complemented by a community to enable knowledge-sharing and mentoring among women entrepreneurs. The platform will also further fuel aspiring womenpreneurs with seamless access to Britannia Marie Gold Mystartup Contest Season 5.

    HerStore is built on learning from four immensely successful chapters of the Britannia Marie Gold Mystartup programme. The programme was initiated in 2019 to enable women to overcome barriers concerning finance and upskilling required to embark on their entrepreneurial journeys. Thus far, MyStartup Contest has provided seed funding of Rs. 10 lakhs each for over 50 entrepreneurs and equipped 50k+ women with the skills to start their businesses. More than 25 of the winners now have thriving businesses, and already over 10 winners have been onboarded on HerStore.

    The strategic design of HerStore with the proposition of ‘Shop | Be Inspired | Sell,’ is aimed at democratising an end-to-end ecosystem for women business owners. HerStore is a unique platform to list both products and services for Indian consumers at no additional cost to sellers and a zero-perc ent commission model. The platform will soon be available in several Indian languages such as Hindi, Kannada, Bengali, Tamil and many more. Currently, over 50 businesses have already been listed on the HerStore marketplace.

    Commenting on the launch, Britannia Industries chief marketing officer Amit Doshi said, “At Britannia Marie Gold, our unwavering commitment lies in empowering women entrepreneurs and nurturing their growth. This year, we decided to solidify our commitment by choosing not to do a brand advertisement, but by launching a digital ecosystem which will truly empower women – every single day of the year.

    With the launch of the marketplace as the first step, we are hopeful that the ease of managing a business on HerStore along with the extensive Britannia Marie Gold community in India will truly democratise the ecosystem for women entrepreneurs.”

    HerStore is conceptualised by MullenLowe Lintas group and the digital ecosystem has been built by Hash Connect.

    Subramanyeswar S. (Subbu), Group CEO, MullenLowe Lintas Group & Chief Strategy Officer – APAC, MullenLowe Global exclaimed, “Britannia Marie Gold has a strong emotional resonance among its audience –  the Homemakers or as the brand believes them to be – Everyday Athletes. Led by an inspiring purpose to make them  “Do more. Be more”, the new idea “HerStore” is a movement to empower and support womenpreneurs. ‘HerStore’ is also special to us as it’s the very first initiative from Lowe Lintas DX, our digital creative unit set up in collaboration with Meta. Their offering of advanced strategic and creative services, specifically designed for long-term brand building in the digital domain, was a perfect fit for this particular drive from Britannia.

    I do not doubt that ‘HerStore’ will help revolutionize the digital landscape on the web. It embodies the spirit of the brand to enable entrepreneurship and drive meaningful change in the lives of the Everyday Athlete!”

    Hash Connect chief strategy officer Vinod Kumar emphasised the project’s unique challenges. “Creating HerStore posed distinct challenges – our goal was to build a robust technology platform empowering women entrepreneurs as sellers. Simultaneously, we aimed to ensure a simple yet sophisticated user experience. Another element of uniqueness is that HerStore caters to not just e-commerce businesses with products, but services and local businesses as well. Leveraging our e-commerce knowledge and insights into Indian consumer behaviour, we’ve built a platform promising an excellent experience for sellers, buyers, and the brand.”

  • Cyrus Broacha’s ‘Cyrus Says’ explores Singapore’s local secrets

    Cyrus Broacha’s ‘Cyrus Says’ explores Singapore’s local secrets

    Mumbai: Get ready for laughter, self-discovery, and a unique exploration of Singapore as IVM Podcast’s popular show ‘Cyrus Says’, teams up with the Singapore Tourism Board (STB) for an exciting new series.

    This dynamic collaboration will see the witty and ever-curious Cyrus Broacha embark on a whirlwind adventure through the eclectic city-state of Singapore, uncovering hidden gems, experiencing local culture, and rediscovering his zest for life along the way.

    The collaboration with the Singapore Tourism Board offers an insider’s view of the city’s diverse culture, rich history, and modern marvels. The eight-episode podcast follows Cyrus as he explores iconic Singaporean landmarks, hidden gems and meets fascinating Singaporean personalities. Each episode promises a vibrant mix of humor, discovery, and “Made in Singapore” moments, from nature reserves to culinary delights and traditional crafts to modern innovations.

    Join Cyrus Broacha as he explores the breathtaking Jewel Changi Airport’s lush Shiseido Forest Valley and the must-be-seen-to-be-believed HSBC Rain Vortex, eats his way through the awe-inspiring Gardens By The Bay, and discovers the aromatic world of Haji Lane’s Sifr Aromatics, where the magic of crafting memories through scent comes alive. The podcast also delves  into the unique fusion of traditional Chinese medicine and craft cocktail culture at Synthesis Bar, and an exploration of the art of gin-making at Brass Lion Gin Distillery – an experience where Cyrus crafts his bottle for a distinctively Singaporean souvenir. Cyrus steps into the world of indulgence, Singapore-style, creating his own delectable chocolates at Bucket Chocolaterie. The journey continues with a dive into nocturnal secrets through the Night Luge experience and a captivating trip down history at the Intan Museum.

    ‘Cyrus Says’ has been IVM Podcasts’ longest running podcast, where Cyrus Broacha, the renowned comic and entertainment personality, gives his take on all kinds of topics. Commenting on his sojourn, Cyrus Broacha shared “The Singapore of today surprised me! Haji Lane’s aroma got me hooked, HyperDrive sent my adrenaline soaring, and crafting my own gin at Brass Lion Distillery. It was a truly sensory adventure through a city pulsates with life, innovation, and hidden delights. Join me and discover the new Singapore that’s left me wanting more.”

    IVM Podcasts- Pratilipi head Amit Doshi commented on the partnership “Podcasts can be a great companion to every kind of brand. It is heartening to know that the Singapore Tourism Board saw in us the potential of the kind of insight we could bring to the destination.  We aimed to cull out great episodes that do not conventionally showcase Singapore. Audiences will understand that once they tune into the podcast”

    Singapore Tourism Board regional director, India Middle East South Asia Africa Markus Tan said: “We are always seeking new ways to engage with the Indian traveller and showcase Singapore’s evolving destination offerings through immersive storytelling. Partnering IVM Podcasts and Cyrus Says was a natural choice to highlight how Singapore transforms the travel experience from ordinary to extraordinary, as Cyrus himself experienced.”

    The podcast’s first episode was dropped on 10 February 2024.

    Link to the first episode:

  • Power of IPL on HD for brands

    Power of IPL on HD for brands

    Mumbai: The record-breaking growth of premium audiences on HD during cricket events drew a massive assembly of advertisers in 2023.

    The measurable growth of HD households and the viewership amassed by HD during major cricket events has given brands a clear choice this IPL. As per BARC, in just three years HD TV households have doubled from 36 million to a massive 71 million, accumulating over 215 million premium audiences. On the back of this growth, IPL 2023 on HD crossed the 100 million mark for the first time ever. HD drove a viewership of 113 million viewers, a spectacular 4X growth compared to IPL 2022. The towering growth was enjoyed by a plethora of brands targeting premium audiences. Both IPL and Cricket World Cup witnessed a massive turnout of brands like Mahindra Auto, Emirates, Visa, Blackberrys, Happilo, Renault, Skoda, Kent, and Spinny among others.      

    IPL on HD witnessed a massive growth in veritably young affluent cohorts:

    IPL 2023 on TV led by HD witnessed a massive influx of young and affluent cohorts as BARC reported a 37 per cent reach growth in Male A Urban viewers, 40 per cent in 15-30 AB Urban and 36 per cent in 15-30 AB 10 Lakh+ Cities. Additionally, the reach growth in English feed audience was an incredible 127 per cent on TV last year. The unmatched and seamless high-definition viewing experience that HD has dominated viewer preference. The scale of collective viewing that HD is a critical factor for premium advertisers and the improvement in key business goals of brands leveraging IPL on HD backs the choice.  

    Brands leveraging IPL and World Cup on HD in 2023 witnessed 4X uplift in business KPIs: Research Studies

    Digital BFSI brand: This brand was promoting a new premium offering and through its HD association with IPL on TV it witnessed a 35 per cent increase in top-of-mind awareness. To put that into perspective, it generated a 4.5X higher uplift compared to other mediums which claim to reach premium audiences. (Source: Hansa Research)

    Premium international brand: During the Cricket World Cup, the brand had launched a new campaign to solidify its position in the Indian market. A YouGov research showcased that the brand witnessed major uplifts across KPIs: ~2X uplift in awareness metrics, 3X uplift in daily active users on it’s app and a massive 4X growth in overall brand metrics compared to other mediums that claim to reach premium audiences. (Source: YouGov)

    Brands custodians on how they leveraged the power of cricket on HD

    Amit Doshi (Britannia) – “The good thing about live sports broadcasts is the multiple feeds that have been created, which are language feeds, HD feeds, and what it allows, brands to do today is to be far more intelligent, far more precise about how we’re using media. We’ve always seen good results.”

    Krishnarao Buddha (Parle Products) – In a recently concluded panel discussion, Buddha stated, “Last year during our association with Star Sports on IPL, while SD feed allowed us to instantly reach a large aggregation of masses, HD feed allowed us to reach a large sum of premium audiences. It became a great vehicle for us to reach the right audience for our premium offering Parle Platina.”  

    IPL on HD has showcased it can amass the largest gathering of affluent audiences in the shortest span, delivering scale with incredible efficiency. With cricket viewership on TV at an all-time high, IPL 2024 presents an unmissable opportunity for brands to drive high consumption among affluent audiences.

  • Ravi Shastri shines in Britannia’s industry-first AI campaign

    Ravi Shastri shines in Britannia’s industry-first AI campaign

    Mumbai: Britannia on its way to revolutionize the way of connecting with the audiences by seamlessly integrating AI technology, introduced another campaign with cricketing legend Ravi Shastri. Britannia 50-50 Golmaal presents an innovative approach that allows users to engage with the cricket legend Ravi Shastri during the ongoing cricket season and receive Golmaal advice through personalized video responses. Embarking on an innovative journey, Britannia is ushering in a new era of audience connection reflecting the brand’s unwavering dedication to continuous innovation, all with a singular aim: to deliver unparalleled and unforgettable experiences to our cherished consumers.

    In collaboration with Mindshare India, Britannia brings together India’s passion for the sport with Ravi Shastri’s expertise offering witty and amusing responses to fans’ quirky questions. The core of this campaign is the brand’s commitment to celebrating its enduring connection with cricket and extending to the audience a heartfelt invitation to unleash their inner curiosity.  With this the brand offers consumers an exciting platform to ask cricket-related questions to the legend, eventually elevating the personalization experience. By immersing the audience in the context of cricket during the peak of this cricket season’s fervor, Ravi Shastri’s digital avatar comes to life, fulfilling fans’ desires to hear from a cricketing legend in an entirely novel way.

    Britannia has consistently harnessed the power of AI to create exceptional consumer experiences. On World Biscuit Day, Britannia embarked on a journey to transport audiences in the magical world of Britannia biscuits with the power of cutting-edge Generative AI and meticulous design to bring to life a fantasy land filled with Jim Jams, Bourbons, and other Britannia biscuits.  In a similar vein, on Independence Day, Britannia launched the ‘1947% More History’ campaign. This heartwarming initiative breathed life into the inspiring narratives of India’s few remaining freedom fighters. Through an Augmented Reality (AR) experience triggered by Britannia products found in households across the nation, the campaign film utilized generative AI technology to vividly depict the freedom movement’s historical visuals and recreate the youthful profiles of these heroic figures who shared their own stories.

    The new Golmaal AI chatbot campaign also distinguishes itself through its unique capability to generate fully AI-powered text-to-video responses of Ravi Shastri for user queries. This campaign represents a significant milestone in Indian advertising, as it seamlessly combines ChatGPT4 with a Text-to-Video engine, marking a novel approach where a consumer-facing marketing campaign provides AI-powered video responses from a celebrity for the first time. The campaign’s innovative team delicately crafted and trained a digital avatar of Ravi Shastri, allowing it to create automated videos based on text input, complete with voice and facial expression modulation offering a fun and personalized way for consumers to connect with the digital avatar of Ravi Shastri.

    Commenting on the campaign, Britannia CMO Amit Doshi said “Britannia’s commitment is to embrace new horizons and provide valuable experiences that resonate deeply with our audience. A mission that has been exemplified through our integration of AI across diverse campaigns, ensuring that consumers continue to enjoy innovative and unforgettable experiences. Bringing alive this vision of innovative user engagement, we are thrilled to launch Britannia 50-50 AI Chatbot.  Britannia’s profound connection with cricket and its rich history is woven into the fabric of our brand. This campaign is a celebration of our enduring dedication to the sport that unites the nation. This endeavor made possible through our strategic partnership with Mindshare India and the pioneering integration of AI technology, marks a remarkable journey towards forging an entirely novel connection with our valued consumers.

    He further added ‘The involvement of the legendary cricket icon, Ravi Shastri, in Britannia 50-50 Golmaal adds an exhilarating dimension to the campaign. Ravi Shastri’s digital avatar, powered by AI, allows us to seamlessly engage with our consumers, offering them insights and entertainment in a manner previously unexplored. We hope to continue exploring the transformative power of AI across all our campaigns.”

    Amin Lakhani, Chief Executive Officer, Mindshare South Asia, “In a world where AI is playing an important role across the marketing funnel, this campaign is truly a differentiated way of enhancing consumer experiences to drive brand growth.

    What makes this really innovative, is the bringing together of technologies and partnerships to tell the Britannia story. The content expertise of Mindshare and the giant strengths of ChatGPT4 and ‘Text-to-Video Engine’ has made this campaign really enduring and not just a passing fad.”

  • Britannia 5050’s game ‘Fourth Umpire’ puts fans in the Umpire’s seat, this cricket season

    Britannia 5050’s game ‘Fourth Umpire’ puts fans in the Umpire’s seat, this cricket season

    Mumbai: Renowned for its deep-rooted connection to India’s cricketing culture, Britannia 5050 is once again in the spotlight, launching the new ‘5050 fourth Umpire Game’ on Google Pay, as the biggest cricket tournament returns to home soil. This marks yet another cricket-inspired activation for the brand that has resonated with third-umpire decisions for nearly two decades now.

    In India, cricket goes beyond a mere sport, it’s a cultural phenomenon uniting generations on & off the screen. Britannia 5050 recognises this fervour and launches a unique game that transforms passive cricket viewers into active participants, providing an interactive and engaging experience. This innovative gaming experience is poised to enhance how cricket enthusiasts connect with the sport and with one another during the cricket season. The game offers a unique opportunity for people to step into the role of the fourth umpire and secure prized match passes and cricket merchandise, making it a cricket lover’s dream come true.

    What makes this campaign stand out is Britannia 5050’s keen recognition of the profound connection between cricket and the people of India. In a country where cricket is woven into the fabric of daily life, it’s a common sight for three generations to gather in front of the screen to watch matches. Britannia 5050 takes this connection to a new level through its collaboration with Google Pay, providing cricket enthusiasts with a unique and interactive experience directly via the Google Pay platform. This is the first-ever offering of such sort in India in collaboration with Google Pay in India.

    Adding a unique twist to this tradition is the audience’s active involvement in umpiring decisions. Considering the fact that almost every Indian household has a cricket umpire, pundit or expert, the aim was to leverage this insight and turn it into an involving game that is loved across the entire nation. This led to the creation of Britannia 5050 fourth Umpire, with the tagline, ‘This Cricket Season, fourth Umpire Will Take All Decisions’. This first-of-its-kind game has over 50 unique gameplay scenarios that will keep the audiences engrossed throughout. So far, this cricketing season, millions of fans have actively engaged with this exciting initiative.

    How to Play the 5050 Fourth Umpire Game:

    The game invites participants to become the Fourth Umpire, a role usually reserved for professionals. Cricket enthusiasts need to scan the QR code provided on the Britannia 5050 packs, and they can then dive into the action-packed ‘5050 fourth Umpire Game’ on Google Pay. Participants play the game, make umpiring decisions and focus on collecting eight distinct cards that unlock the door to exciting prizes, including cashback, match passes, cricket merchandise, and much more.

    Commenting on the campaign, Britannia chief marketing officer Amit Doshi said, “Britannia 5050 is proud to have been resonating with cricket and particularly third umpire’s decision in the past. With an endeavour to be at the forefront of engaging with our cricket-loving audience this season, we are glad to launch the ‘Britannia 5050 fourth Umpire Game’. This campaign is all about uniting fans during the biggest cricket season and providing them with an opportunity to win valuable prizes. All one needs to participate in this thrilling game is a Britannia 5050 pack & the Google Pay app. Over millions of fans have already engaged with us via this intriguing game, and we are hoping this is just the beginning, in a nation that has a ‘4th Umpire’ in almost every household. In today’s connected world, we felt unique ways of engaging with audiences like contextual gamification with the sport that unites millions of hearts, like the 5050 fourth Umpire, shall keep them hooked.”

    Schbang founder and managing director Harshil Karia expressed, “Collaborating on this exciting venture with Britannia 5050 has been an incredible journey for us. We are thrilled to be part of a campaign that taps into the passion of cricket and brings fans together in a unique and engaging way. With the ‘Britannia 5050 4th Umpire Game,’ we’re stepping into the hearts of cricket enthusiasts, elevating the traditional cricket-watching experience. It’s all about celebrating the fourth Umpire within each fan’s home, making them an integral part of the game’s action.”