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Tag: Bayer

  • Mavericks appoints Gaurav Tuli as new digital and tech director

    Mavericks appoints Gaurav Tuli as new digital and tech director

    MUMBAI: When brands talk clicks, The Mavericks wants to talk connections and its latest hire proves it’s serious. The integrated marketing communications agency has appointed Gaurav Tuli as director digital & tech, a move set to sharpen its AI-first, insight-led storytelling play. Armed with over 16 years of cross-market experience across India and Canada, Tuli has worked on marquee accounts including Bayer, Ford, Wendy’s, Jamie’s Italian, Pepsico, Swaraj Tractors, Hyatt, Interglobe, Oriflame, Luminous, and Himel. His track record spans sectors as varied as Auto, Healthcare, FMCG, Aviation, Hospitality, Banking, Alcobev, Education and Beauty blending tech with creativity to deliver campaigns that don’t just convert, but connect.

    At The Mavericks, Tuli will anchor digital transformation with new service lines built on Generative AI, predictive analytics, and automation. But for him, AI isn’t about replacing creativity, it’s about amplifying it. “The intersection of data, technology, and creativity is where the most exciting things are happening,” he said. “From Generative Engine Optimisation for AI discoverability to predictive performance models, these tools help brands move faster, listen smarter, and create more meaningfully.”

    The Mavericks India founder & CEO Chetan Mahajan echoed the sentiment, noting: “Integrated communications is no longer about channels ,it’s about cohesion. In the digital age, integration means agility, real-time impact, and context. Gaurav will be integral to building that ecosystem.”

    With brands now seeking outcome-driven communication rather than vanity metrics, The Mavericks’ appointment signals its ambition to push boundaries. For Tuli, the task is clear: keep brands discoverable, scalable, and emotionally resonant in an AI-led, digital-first world
     

  • Kantar launches Sensory eValuate in India as a part of its Innovation testing suite

    Kantar launches Sensory eValuate in India as a part of its Innovation testing suite

    Mumbai: – Having worked with marquee clients like, Loreal, Colgate Palmolive, Coca-Cola, Nestle, Pepsi, Johnson & Johnson, Bayer, Diageo, and Unilever globally, Kantar, the world’s leading marketing data and analytics company announces the launch of Sensory eValuate in India as a part of Innovation testing suite. It uses sensory research to help evaluate consumer products using the human senses – touch, smell, sight, sound and hearing.

    Strong brands generate superior shareholder returns, are more resilient in times of crisis and recover more quickly – those investing in innovation saw their brand value increase by 273 per cent. Innovation is the foundation for a brand’s growth and it’s imperative in challenging times, however, most innovation fails. As per Kantar’s Innovation Guide 2021, 15 per cent of new product launches contribute to top-line growth, however, only 20 per cent of new product launches survive. It is therefore more essential than ever to keep the consumer at the heart of product development and understand their modern-day pressure points and desires.

    Driven by scientific expertise, Sensory eValuate helps to develop and optimise superior products; explore, design, or optimise new and existing products to drive consumer satisfaction, repeat purchase and brand loyalty – giving marketers the ability to protect and maximise the value of their brand equity. The solution covers a broad range of categories including food & beverage, fragrance, personal care and beauty, cleaning products, automotive, physical environments, and consumer goods. Catering to three critical stages of innovation aligned to growth – Identity, Build and Launch, Sensory eValuate provides insights through the process in a layered approach. The new offer complements other solutions from Kantar’s eValuate suite of innovation tools, including Idea eValuate, Concept eValuate, Pack eValuate and Product eValuate, to help clients identify growth opportunities. These solutions are highly flexible and can be customised according to client needs.

    Speaking about Sensory eValuate, Kantar lead – innovation, South Asia, insights division Ranjana Gupta said, “Understanding what product formulation best meets expectations requires specific sensory expertise and methods. Sensory eValuate brings insight into the detailed attribute level of formulations, empowering the R&D capability within client organisations for the creation of the ultimate sensory experience. Understanding how flavour, fragrance, surfaces, or sounds interact with consumer perception is crucial for the success of a product. Getting these elements right has the power to positively impact brand equity, demand a premium price, create memories, and establish a sensory signature that underlies long-term success in the market. Complimenting this with salience and a congruent total offer is the secret.”

    Kantar MD & chief client officer, South Asia, insights division Soumya Mohanty added, “Innovation requires continual, ongoing effort to ensure that your pipeline delivers the products that will create growth opportunities. Since 1998, Kantar BrandZ has consistently identified three qualities that are the hallmarks of the strongest brands- meaningful, different, and salient. With the launch of Sensory eValuate in India, brand owners will benefit from staying meaningfully different and ahead of the pack. With a 30-year history in sensory and technical innovation and a total of one million plus consumers surveyed across 90 markets, Kantar’s Sensory eValuate solution can revolutionise product development in India.”

  • Infectious Advertising bags creative duties for multiple Bayer brands

    Infectious Advertising bags creative duties for multiple Bayer brands

    Mumbai: Infectious Advertising on Thursday entrusted with the creative duties of five brands of Bayer. Bayer is a global enterprise with core competencies in the life science fields of healthcare and agriculture. The accounts fall under Bayer’s crop science division and were won after a closely contested pitch.

    Infectious’ task will be to strategize and deploy creative campaigns for the brands Arize, Dekalb, Laudis, Nativo and Vayego in multiple tiers and markets across the country.

    Infectious Advertising director & co-founder Nisha Singhania said, “It is always an honour when a client trusts you with their brand and gives you both, the strategic and creative mandate. We are thrilled to partner with a trusted and respected company like Bayer for five of their brands and look forward to creating waves for them.”

    Bayer Crop Science VP Marketing (IBSL) Ravishankar Cherukuri added, “We are looking forward to taking up a transformational journey for some of our key brands with Infectious as our creative agency partners. The team’s ability to relate to the category nuances and mine out core insights gives us the confidence that this will be a fruitful alliance.”

  • Bayer names MediaCom as its global media agency

    Bayer names MediaCom as its global media agency

    Mumbai: Bayer has named WPP’s MediaCom as its global full-service media agency. MediaCom global client president and Team Bayer lead at WPP Costin Mihaila will head up the account, with full handover in the markets new to the agency taking place as of 1 January 2022. The pitch process was managed by MediaSense.

    The agency network will contribute to driving Bayer’s modernised marketing strategy, with best-in-class data and content integration as a key driver for business growth. The agency will also support the German multinational pharmaceutical company’s ongoing commitment to ‘Media For Good’, ensuring that both companies continue to develop their initiatives and leadership in I&D, sustainability, and brand communications suitability, said the statement.

    MediaCom will fully leverage WPP’s Choreograph to deliver the expertise and insight required for Bayer to lead the industry in the critical area of data-driven marketing, it added.

    “The agency proved that it shares our vision and commitment to create a customised data-focused solution that will help us deliver on our ‘media for growth’ ambition whilst also exceeding on its sustainability commitment and media for good vision,” said Bayer chief marketing & digital officer Patricia Corsi. “I am confident that together we will realise our ambition to be the best in our industry. While congratulating MediaCom I would like to also take this opportunity to recognise and appreciate the three partners involved in the review process for their professionalism, commitment and shared values with Bayer.” 

    MediaCom previously worked with Bayer across 65 markets, but this consolidation will add crucial markets such as Germany, China, and Russia to its remit and ensure further synergies for both companies. Consolidating the global business for the first time will also deliver enhanced best practice sharing, simpler ways of working, as well as consistency of approach, improved data, and reporting.

    “I’m thrilled that we have built on our existing strong relationship with Bayer.  We are now in a solid position to deliver a step-change in media thinking and activation that drives growth and celebrates the good that the company’s brands provide,” said MediaCom global CEO Nick Lawson. “Our new working relationship will enable us to see the bigger picture for Bayer and deliver smarter, more personalised, and relevant messages across the business.”