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Tag: brand management

  • From codes to scents: BSC appoints Rohit Taneja as category lead for fragrances

    From codes to scents: BSC appoints Rohit Taneja as category lead for fragrances

    MUMBAI: In a world brimming with transformative journeys, Rohit Taneja’s story stands out as a masterclass in reinvention. Once immersed in the world of software engineering, Taneja has pivoted his career to become a seasoned product leader.

    Now, as Bombay Shaving Company’s newly appointed category lead for fragrances, he embarks on an ambitious mission to shape the company’s foray into the captivating world of scents.

    Armed with over a decade of expertise in marketing and brand management, Taneja is poised to craft a fragrant legacy that redefines the company’s expansion strategy.

    Taneja’s career began as a software engineer at Infosys. He then transitioned into marketing with DDB Mudra Group, leading brand perception studies for major clients. His tenure at The Goodyear Tire & Rubber Company as a sales manager saw him managing sales across Rajasthan, Madhya Pradesh, and Gujarat. In 2019, Taneja joined Bombay Shaving Company, serving as associate director of consumer insights & marketing. In this role, he focused on understanding Indian grooming and beauty preferences, translating data into actionable insights, and enhancing customer loyalty.

    Taneja holds a Post Graduate Diploma in Communications Management from MICA, where he was among the top students in Account Planning. He also earned a Bachelor of Technology in Electronics & Communication from Uttar Pradesh Technical University.

    In his new position, Taneja will lead the development and marketing of Bombay Shaving Company’s fragrance line, aiming to strengthen the brand’s presence in the men’s grooming market.

    Bombay Shaving Company continues to innovate in the grooming industry, offering a range of products designed to enhance the grooming experience for men across India.

  • Mamaearth names ex-Unilever Snigdha Anand as VP – marketing

    Mamaearth names ex-Unilever Snigdha Anand as VP – marketing

    Mumbai: Snigdha Anand has been appointed as the vice president of marketing for Mamaearth, Honasa Consumer. Prior to joining Mamaearth, Anand served an eight-year stint at Unilever, having joined the conglomerate in 2014 in the profile of brand management-HUL Home Care. She went on to handle business for Unilever’s Surf Excel, apart from sales and consumer marketing.

    Sharing the news on LinkedIn, Anand wrote: “Delighted to start a new journey as VP, Marketing, Mamaearth (Honasa Consumer). Looking forward to creating new brands, meeting emerging consumer needs and to work and learn with the most energetic and amazing team!

    Anand’s experience in consumer marketing, trade marketing, and sales in India and Sri Lanka aided her in developing a thorough understanding of consumers, trade, and strategies for managing a consumer products business.She lists as her skill sets: new business development, new media, e-commerce, marketing management, and marketing strategy, among other things.

    An MBA in marketing from the Indian Institute of Management, Lucknow, Anand has been previously associated with Godrej Consumer Products.

  • GUEST COLUMN: How can animation brands utilise communication tools to stay ahead

    GUEST COLUMN: How can animation brands utilise communication tools to stay ahead

    Mumbai: Animation brands have seen a considerable increase in the last three years. Animation is booming as a result of technological advancements and improved internet access. Through amusement and ingenuity, animated films and cartoons capture the interest of children of all ages. Animation is not only a terrific way to tell a story and interact with an audience, but it is also full of unlimited possibilities. People of all ages prefer animation since OTT sites such as Netflix, Disney+ Hotstar, and Amazon Prime Video cater to adults with animated material. People want to make a career in animation by mastering VFX and 3D animation and building a name for themselves. The Indian animation industry is expected to reach Rs 180 billion by 2024, with a 29 per cent annual growth rate. Animated content appeals to a wide range of age groups. Because of the shift in purchasing patterns, the industry has grown at an exponential rate. The Confederation of Indian Industries (CII) and the Boston Consulting Group (BCG) undertook a study of the Indian visual effects and animation business. It is predicted that this industry may potentially take 20–30 per cent of the global AVGC market. It currently accounts for only 10 per cent of the market. This has boosted competition in the animation sector, and brands are seeking new ways to reach a wider audience.

    The goal of public relations (PR) in animation brands is to raise brand recognition in order to pique the audience’s interest and establish thought leadership in the industry. Public relations firms are branding and communication specialists who understand how to make brands newsworthy and relevant to today’s audiences. They also provide crisis management planning and response services to help brands ensure that their message is not lost in translation. Animation Brands can employ tried-and-true public relations (PR) tactics and activities to foster positive attitudes and behaviours about their company, which will help convert interested consumers into customers. Public relations tactics are very cost-effective and often allow brands more control than more broadly targeted advertising efforts. Consider using these public relations tools to help a brand’s reputation.

    To keep them ahead, PR can benefit the animation industry in the following ways:

    Builds brand awareness

    Public relations (PR) are great for maintaining an image that will increase your audience reach. To keep ahead of the competition, animation brands can employ public relations strategies to raise brand awareness and assist them in gaining recognition. Any company or brand. They have the ability to use public relations tactics to effectively build an image and brand recognition. Public relations will help to increase brand awareness, reach, and consumer loyalty.

    Educating about brand/industry

    The animation industry is still relatively unknown, and many people believe it is primarily concerned with cartoons. However, with the advancement of technology and the internet, people are increasingly favouring animation. To keep the momentum rolling, public relations must invest in public relations. Public relations tools like blogs, newsletters, news feeds, social media posts, podcasts, and interviews can assist in educating the public about the animated film. Through public relations, brands may also inform people about how to create a career in animation and educate those who are interested in the profession.

    Better exposure and engagement

    Brand positioning and visibility can be achieved through public relations. The massive market makes it all possible; yet, one must comprehend the method for engaging the audience. Brands may use public relations to design campaigns that enhance engagement and awareness. PR techniques like press releases, social media platforms, and SEO can assist animation brands in reaching their target audience, resulting in increased brand exposure and engagement.

    Permanence

    Animation brands require longevity because they want to reach a broader audience and make their brand popular. Effective public relations techniques allow them to target their audience based on their target group’s interests, increasing their reach. Public relations can help animation brands achieve long-term success by establishing thought leadership in the industry.

    To summarise, animation brands can utilise public relations in a variety of ways to achieve their objectives. It will aid in increasing exposure, awareness, and persistence with the previously mentioned variables. If you want to generate interest in your business, you must increase spending in a profitable and friendly way.

    The author is Scenic Communication co-founder Anindita Gupta.

  • Heads Up For Tails appoints Samriddh Dasgupta as CMO

    Heads Up For Tails appoints Samriddh Dasgupta as CMO

    Mumbai: Homegrown D2C pet care company Heads Up For Tails (HUFT) on Thursday announced the appointment of Samriddh Dasgupta as chief marketing officer.

    In his new role, Dasgupta will be responsible for scaling growth across the levers of brand and marketing, partnerships, community culture and engagement, and product innovation, said the company in a statement.

    “We at HUFT have always focused on building teams that are able to bring in perspectives that help us push the envelope of how we think about our business today. We are very excited to have Samriddh join us in our growth journey,” stated HUFT founder Rashi Sanon. “In his past roles across D2C, FMCG, content, and media, he has a proven track record of building strong brands in large categories. Samriddh will be helping us expand our omnichannel brand presence and help take our purpose forward across various consumer touchpoints.”

    Dasgupta brings with him over 19 years of diverse leadership experience across sales, marketing and advertising and has worked on growing traditional and digital-first businesses across categories.

    Prior to HUFT, he led marketing and communications for Bombay Shaving Company as its vice president – marketing & new brands. Previously, he was head of marketing at Akiva Superfoods, Aakash Digital, Xynteo, a Norwegian sustainability firm, and Dineout. The first decade of his career was spent as an entrepreneur in advertising, where he supported the growth of emerging businesses across India, from industries as diverse as education, healthcare, diagnostics, FMCG, NBFCs, pharma, footwear, and infrastructure.

    “Heads Up for Tails is a formidable category creator brand in the pet-care industry and I am excited to be part of their vision of becoming a trustable go-to-destination for all pet parents,” said Dasgupta on his new role. “Rashi and her team have built a purpose-driven and innovation-led business bringing products and services to help pets and pet parents live their best lives, together. As a part of the marketing and communications mandate, we will be focussing on combining the richness of consumer insights and data intelligence in the system.”