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  • Mamaearth onboards Avinash Dhagat as VP- Operations

    Mamaearth onboards Avinash Dhagat as VP- Operations

    Mumbai: FMCG brand Mamaearth has appointed Avinash Dhagat as vice president, operations. In his new role, he will be leading the operations and supply chain for the brand.

    Dhagat is a seasoned professional with over 15 years of experience across automotive and FMCG sectors, most recently as head of supply chain at Loreal India’s consumer division. Over the years he has gained in depth understanding of Demand & Supply Planning, Inventory Management & Customer Service, in India and GCC markets. After graduating from NIT, Warangal, he pursued his master’s in supply chain and Logistics. With his pragmatic approach, he has been instrumental in making supply chain processes coherent and orderly, said the company on Tuesday.

    Talking about his new role, Dhagat said, “Mamaearth has displayed disruptive growth over the last four years and has displayed exceptional abilities in managing supply chain processes with scale up. It is extremely exciting to be a part of a brand which is on the upheaval, both on how to keep pace with the scale up and introducing newer practices to make the processes even more efficient in this journey. I look forward to working with the fastest growing brand in India and becoming a part of every household in the years to come.”

    Mamaearth co-founder and CEO Varun Alagh said, “I am delighted to welcome Avinash as vice president, operations. Avinash’s experience combined with his commercial and planning expertise over the last decade in FMCG, will help make Mamaearth supply chain processes more systematic and streamlined. We wish him great success in his new role.”

    Dhagat will be based out of the Gurgaon office. The appointment comes on the heels of other critical and strategic additions to the leadership team of Mamaearth. 

  • Brands ride high on the Crypto wave sweeping India

    Brands ride high on the Crypto wave sweeping India

    MUMBAI:Bitcoins and Cryptocurrencies have garnered a lot of buzz and popularity of late, dominating conversations globally. While it carries its own set of complexities like any other new technology, the digital asset has drawn increasing attention from the investors, customers, developers, and regulators.

    Yet, the intangible nature of cryptos has led many to believe that they do not have real value and that investing in cryptos is quite complicated. Some are unaware that one can purchase Bitcoins in fractions also, and that there are crypto exchanges that allow their users to buy Bitcoin with a minimum investment of just ₹100.

    To dispel such doubts in users’ minds, leading crypto exchange firms, CoinSwitch Kuber and CoinDCX have recently released ad campaigns aiming to position Bitcoin as a serious investment asset for the masses. The Cryptocurrency exchange space, which works in a similar way to the stock market where an investor can buy, sell or hold the cryptocurrencies, has seen these start-ups -WazirX, BuyUCoin, CoinSwitch Kuber, CoinDCX emerge, making it simpler for investors to buy and sell cryptos.  

    CoinSwitch Kuber, which was also the associate Sponsor for the 14th edition of the Indian Premier League (IPL) on the Disney-Hotstar platform April, released a three-film campaign during the event to cash in on the league’s popularity. With this rollout, it became the first brand in the Indian crypto space to launch an extensive campaign to bring the conversation to the center stage.

    Created by Nihilent, the ‘Trade Kar Befikar’ campaign consisted of three interconnected ad films that humorously represent an expectant couple’s journey through the birth of their baby and how investing in cryptocurrency could help them achieve their financial goals. 

    All three films feature actor Kunaal Roy Kapur hilariously donning multiple roles of the curious father-to-be, mom-to-be, doctor, and even the baby! The dad-to-be voices out loud several doubts that a new user would have about trading over the crypto exchange.  

    “With Trade Kar Befikar campaign, we aimed to showcase how it is a smart move to invest early in cryptocurrencies. Crypto has been the fastest-growing asset class of the last decade and the momentum is only growing stronger now. As a result of our campaign, our registrations went up by 4X”, CoinSwitch Kuber CEO and co-founder Ashish Singhal told IndianTelevision.com.

    The Indian Crypto market has flourished since the onset of Covid, CoinDCX CEO & co-founder Sumit Gupta recently told a publication, adding that the growth in trading volume from April 2020 to April 2021 has been incredible. CoinDCX has launched a digital campaign #BitcoinLiyaKya, with humorous storytelling and positioning top global cryptocurrency Bitcoin as the latest must-have investment asset for all.

    The ad film shows a royal Prince who can’t stop bragging about his numerous assets and purchases. While he goes on and on about his acquisition of lands, villages, and even a hill opposite his palace, his pride is stumped by a simple question “Bitcoin Liya kya?”. The film cheekily and aptly relays the point that no matter what your assets may be, it would not be enough until you buy a Bitcoin in today’s times!

    With prices of cryptocurrencies like Bitcoin skyrocketing over the past year, the transaction of cryptocurrencies in the country have already shot up as much as 30 per cent in volumes during the pandemic. More youngsters or first-time investors are looking to invest in cryptocurrencies in India. More retail investors are also interested in dipping their toes in the market, with many renowned investors funding many fintech start-ups to build the crypto space.

  • Mamaearth appoints Karan Bajwa as vice president- HR

    Mamaearth appoints Karan Bajwa as vice president- HR

    MUMBAI: FMCG brand Mamaearth has appointed Karan Bajwa as vice president, human resources for Honasa Consumer Pvt. Ltd.

    Bajwa has eight years of experience across talent functions like total rewards, business partnering and HR shared services in companies across telecom and FMCG.

    Mamaearth has grown exponentially over the past few years and is expanding at a rapid rate. Adding Bajwa to the team is part of their plans to identify and implement long-term strategic talent management goals, the company said on Thursday. Bajwa has years of experience at Airtel and Reckitt under his belt.

    Mamaearth co-founder and CEO Varun Alagh said, “Being the fastest-growing D2C brand, we don’t want to simply add to the volume of our workforce, but want to grow as a family. Mamaearth wants to ensure that our employees are well looked after, have access to benefits, and experience a happy company work culture. We’re excited to grow our family and are glad to have someone as experienced and able as Karan to help us achieve our goals.”

    Karan Bajwa will be based out of the Gurgaon office. The appointment comes on the heels of other critical and strategic additions to the leadership team of the brand.

    “Mamaearth is a brand that has made a difference, not just to the consumer market, but also to the way FMCG companies conduct business. I am honoured to be part of the management team and look forward to helping create an impactful talent strategy by streamlining existing processes in addition to implementing new initiatives for the positive growth of the company,” said Karan Bajwa on his new role. 

  • Garmin India signs Mandira Bedi as brand ambassador for its smartwatches & accessories

    Garmin India signs Mandira Bedi as brand ambassador for its smartwatches & accessories

    MUMBAI: Pivoting towards strengthening the brand reach, Garmin India, a has signed television presenter and fitness coach Mandira Bedi as its brand ambassador.

    The popular face of many TV shows, host of cricket matches and now an icon of fitness, Bedi will promote Garmin smartwatches and accessories in India across the mediums of print, television, online as well as creating buzz on all social media platforms.

    Garmin India director Ali Rizvi said, “Mandira Bedi is not only a star icon but also an inspiration to many fitness enthusiasts and women globally. We are thrilled to have her on board with us and are confident that this partnership will strengthen our brand reach and encourage more people to choose a healthier lifestyle.”

    Recently, on the occasion of International Women’s day, Garmin India launched an incredibly small, smart and modern smartwatch – ‘Lily’ with features designed by women, for women. The smartwatch offers women’s health features, including menstrual cycle tracking and newly launched pregnancy tracking feature sharing the mother-to-be a snapshot of their pregnancy alongside their other health, wellness and activity data.

    “Working out and staying fit is not only a passion but a choice of lifestyle,” remarked Bedi. “It’s an honour for me to be associated with Garmin- a brand that especially designs and manufactures its products to help fitness enthusiasts by providing the correct guidance and accurate data of their workouts. With their range of smartwatches, together we aim to reach out to more and more people to spread awareness on the need of a healthier lifestyle.”

    Garmin offers smart wearables across price points with dedicated devices for golf, running, swimming and cycling activities amongst a range of other products. Currently, more than 13 models including the recently launched ‘Lily’ and many more products are available through its online and offline channels pan India.

  • &pictures wins big at Global Digital Marketing Excellence Awards 2021

    &pictures wins big at Global Digital Marketing Excellence Awards 2021

    MUMBAI: &pictures began the award season on a high note by bagging three metals across ‘Global Digital Marketing Excellence Awards 2021’ for its innovative brand refresh campaign – On Nahi, Full On.

    At ‘Global Digital Marketing Excellence Awards 2021’ &pictures bagged three awards in prominent categories such as Best Brand Marketing Campaign, Best Digital Integrated Campaign, and Best Social Media Campaign.

    The campaign On Nahi, Full On was a strategic initiative to not just improve upon the brand resonance with their consumers but also reinforce the brand’s perception of being a fun and energetic destination. This was achieved through a well-rounded approach, highlighting the channel’s ideology through four-key brand pillars – Thrill, Feels, Punch and Masti. These brand pillars were exemplified through ‘&pictures Brand Shorties’ which showcased those strong moments in consumer’s lives where current reality and television viewership merged into a single entity.

    The campaign chain further connected the shorties to ‘Full On Bloc Party’. This unprecedented visual party was organised on &pictures social media channels where young and popular talents like Ishaan Khatter, Dolly Singh, Dhvani Bhanushali personified each of the brand pillars. To carry forward the inherent brand identity, the campaign was amped up through thrilling and fun-filled content blocks that played around three tenants – ‘Full On Blockbuster Premieres’, ‘Full On Thrilling Content’ and ‘Full On Hollywood’. Each content block catered to different needs and desires of the diverse audience set. This was further boosted through major movie premieres on the channel, culminating in the launch of an industry first initiative, a direct TV release of the &pictures original film Footfairy. 

    Leaving no stone unturned &pictures ‘On Nahi, Full On’ campaign delivered appealing engagement formats which resulted in striking the right chord with their target audience. The channel reaped major returns from the campaign, including 9.52 per cent increase in the channel GRPS and attainment of 67 million impressions across social media.

  • Asics signs Ravindra Jadeja as face of the brand

    Asics signs Ravindra Jadeja as face of the brand

    NEW DELHI: Japanese sports wear brand Asics India has signed Ravindra Jadeja as its new brand ambassador.

    With Asics’ brand philosophy of enabling ‘A Sound Mind in a Sound Body’, this partnership lends itself naturally to propagate a healthier lifestyle in order to connect with the technologically and momentum driven consumers, the company said.

    Asics India & South Asia MD Rajat Khurana said, “We are elated to announce our association with the stellar Ravindra Jadeja from the Indian cricket fraternity with Asics India. We deeply admire and respect the consistency and commitment with which he has played on the field, demonstrating the core spirit and essence of any tough sport – determination and versatility. Ravindra’s limitless energy & inspiring potential weave seamlessly with our brand ethos to encourage people to experience the transformative power of sport, not just on the body but on the mind.”

    Through this partnership, the brand hopes to support and encourage people to experience the transformative power sports has to change one’s life in a positive and immensely meaningful way, added Khurana.

    “Asics has an incredible track record for helping athletes across sports and enabling them to reach the peak of their sport,” said Jadeja. “I deeply cohere with their vision and philosophy and hope that together we are able to drive a more relevant and meaningful change in the minds and lives of young athletes. Our aim is to improve participation of Indian youth in sports and I am confident of catalysing a positive change in this direction with Asics.”

    Asics India’s partnership with Jadeja would further strengthen the company’s commitment, spread awareness about the diverse offerings and magnify the reach of the brand during the ongoing IPL season, it added.

  • CASE STUDY: How ABP Ananda put the ‘spotlight’ on Sunsilk for Durga Puja

    CASE STUDY: How ABP Ananda put the ‘spotlight’ on Sunsilk for Durga Puja

    Mumbai: Durga Puja marks the homecoming of goddess Durga and is the biggest festival in Kolkata. The grandeur and charm are no less in other parts of the country too and brands across categories release new campaigns to reach out to their target audience during this festive season. This past year the celebrations were somewhat muted due to the pandemic, however, ABP Ananda left no stone unturned to woo its audiences by lifting the pall of gloom with its special Durga Puja programming.

    Having partnered with a plethora of brands from diverse categories, ABP Network’s branded content division, ‘ABP Spotlight’ created several special integrations for partner brands such as Sunsilk to help achieve brand awareness and equity through interactive and customizable sponsor integrations.

    These properties have created exciting opportunities for brands to be involved in the channel’s programming in a meaningful way that doesn’t detract from its content, offering a high degree of presence and brand-building capabilities. For Sunsilk, ABP Spotlight created a five vignette series with each day defining a ‘Pujo look’. It shows the significance of all Pujo days from Sasthi to Dashami and the role of Bengali women in it.

    The vignette series brought together three talented and influential faces in Kolkata – upcoming model cum actress Darshana Banik, star hair-stylist Jolly Chanda and popular styling artist Sandip Jasiwal. Each of these vignettes features Darshana dressed up in new attire and look for each day of the Puja, aided by Chanda and Jasiwal’s professional expertise which make these vignettes even more interesting with their hair-do tips, anecdotes, and easy styling hacks that women can do at the convenience of their home. Thus, the essence of Girlgiri (Sunsilk positioning) and the mood of the festival have been synergized into creating this integration.

    Link : https://www.youtube.com/watch?v=2w3iuHhcEV0

    During the anxious Covid times, Sunsilk wanted to spread some festive cheer amongst its consumers. The haircare brand wanted to promote easy DIY hairstyles during the Durga Puja. Their current brand communication of “Tyohaar wali feel, tyohaar wali deal” was converted into the Durga Puja Look of the day series. It showed the significance of all Pujo days- from Sasthi to Dashami, and the role of Bengali women in it.

    https://www.instagram.com/tv/CGrP2jpLAQR/?igshid=1w6k9y8sn75je

    https://www.instagram.com/tv/CGwYeXCA6H0/?igshid=19afnc6xzwdo

    Sunsilk brand owner HUL’s Sandhya Poojary said, “We partnered with ABP Ananda on Parae Parae Serar Lodai (PPSL 2020) which is a fun Contest between Pandal Committees. As a part of the campaign, ABP Ananda is helping us reach out to our girls by creating beautiful short stories around the festive looks for the five days of the Durga Puja and encouraging them to gear up for the festive season under our ‘Tyohar Wali Feel, Tyohar Wali Deal’ campaign, through a series of vignettes.”

    Durga Puja is not just a religious or a social event for Bengalis, it is an event that is woven into the social fabric of the society. It has a grip on values, beliefs, cultural orientation, fun, and the social quotient. Poojary added, “We hope to further inroad into the Bengal market and create recall in the hearts of all Bengalis. We look forward to many such associations with ABP Network in the future.” Hence this special vignette has been created which beautifully blends in with the core features of the haircare brand, the festive revelry aspect of Durga Puja, and the overall celebratory bonhomie. 

    Through creative and authentic integrations in their content, ABP Ananda has created tremendous value for the brand to shine and stand out this festive season. It not just creates value for ABP’s viewers but also allows Sunsilk to create a distinct and recognizable voice through the inventive collaboration.  This creative offering has posed a unique opportunity for the beauty & personal care brand to leverage the reach & prominence of the news channel and engage effectively with their audiences at a crucial time when creating brand equity in the market is paramount. This innovative approach to creative integration urged the channel’s viewers to forget the pandemic and partake in the festivities, successfully implementing new-age influencer marketing techniques.

  • Thomas Cook’s Abraham Alapatt on looking beyond the pandemic

    Thomas Cook’s Abraham Alapatt on looking beyond the pandemic

    MUMBAI: Travel and tourism were among the first sectors to be hit in 2020, due to the outbreak of the Covid2019 pandemic and the resultant closure of borders. It has also been one of the most affected industries and probably will take the longest to revive, with both leisure and business travel taking the brunt. According to the World Travel and Tourism Council (WTCC), the pandemic is likely to cost the tourism sector almost $22 billion and 50 million jobs. Last year alone, India's hospitality and tourism sector suffered an economic wipe-out estimated to be up to Rs 15 lakh crore. And just when it began to show signs of recovery, the country is witnessing a resurgence in cases, dimming the outlook for the sector.

    Indiantelevision.com’s Anupama Sajeet spoke to Thomas Cook (India) president and group head of marketing Abraham Alapatt about how the travel industry plans to beat Covid 2.0 and assuage consumer fears. Alapatt also talked about the company's roadmap to deal with the large-scale disruption caused by the second wave of the pandemic.

    Edited excerpts:

    On the humongous challenge facing the tourism industry.

    The travel and tourism industry has been one of the hardest hit due to the Covid2019 pandemic. Given the vaccine rollouts, we are now witnessing a growth in positive consumer sentiment and are seeing fear being replaced with cautious optimism. In the short to medium term, the opportunity for tourism will be dominated by a few new keywords — safety and hygiene, clear focus on less crowded, more open space, sunshine-oriented destinations, and as a result possibly more unexplored, undiscovered, destinations and experiences.

    Going forward in the new normal, marketers have talked of the post-pandemic ‘3C’ customer, who is effectively going to be constrained — mentally, physically, and financially and will be connected to what’s happening in their country and the world. The post-pandemic customer is going to be defined by 4Ds, especially for travel:

    · Will Deliberate more on decisions on leisure travel

    · More Discerning about the choice of destinations

    · Demanding/Detail-oriented regarding all aspects of the travel programs

    · Discovery-oriented

    On marketing strategies for the upcoming summer holiday season.

    Summer is one of the primary seasons to travel for families given that most school vacations are during this time. While our marketing strategy in 2020 had been primarily digital, we have now reintroduced print to our mix of promotions. We believe in an omnichannel approach, giving the customer the choice to connect with us digitally, at our outlets, or via our toll-free numbers. Customers have now become more digital-savvy post-2020. We have seen an increase in the web traffic on our sites as well as walk-ins at our stores for final discussions and closures. We will continue to invest digitally and boost our retail network across the country.

    Also, we quickly adapted to the new normal and created products and services in line with the requirements of the Covid2019 era. The consumer wish-list had changed and our teams worked accordingly to create easy to book, practical holidays such as workations, staycations, drivecations, affordable luxury holidays. We focused on quick breaks to counter the stress of work from home and home chores at convenient short drivable distances.

    As international borders reopened, our teams negotiated deals with our vendors/partners to offer customers the best rates at Dubai and Maldives’ luxury and super-luxury resorts. The reopening of borders for additional countries has boosted outbound demand to destinations like Russia, Turkey, Egypt, and Seychelles. We have added the exciting Aurora Borealis/Northern Lights experience in Murmansk and launched our Nepal tours with a special offer. We are seeing growing confidence in international travel and the return of group travel. 

    On Thomas Cook’s roadmap for 2021 and beyond.

    We conducted a survey with over 2500 customers across India’s metros and tier-1 and tier-2 cities to understand key consumer behaviours and trends. Our Holiday Readiness Travel Report – Future of Travel post-Covid2019 revealed key drivers in this new era of travel. Health and safety ranks as the primary concern for 75 per cent of respondents. We took this challenge head-on and put together a three-pronged customer confidence-building program in the form of 'Assured-Insured-Secured', that covers every aspect of physical safety, as well as mental and financial security to give the customer complete peace of mind.

    We also launched the Assured Safe Travel Program and Doctor on Call 24×7 service in partnership with Apollo Clinics; a free-service offering expert guidance and assistance for safe holiday planning via a tie-up with ICMR accredited labs.

    Given the situation, the demand for virtual and contactless sales and services has accelerated. Our survey also revealed that given the prevailing uncertainty, a significant 71 per cent of respondents stated that they require the guidance of a holiday expert and preferred to visit an outlet/Virtual Store/video chat while planning their holidays. We introduced Virtual Holiday Store and our dedicated team of travel experts will be available over video chat to guide customers with contactless and convenient holiday planning. This is in addition to our retail outlets pan India, that are operational where permitted by local authorities.

    (In addition to Thomas Cook, the Thomas Cook India Group operates leading B2C and B2B travel brands including SOTC, Asian Trails, AlliedTPro (ATP), Australian Tours Management (ATM), Desert Adventures, Luxe Asia, Kuoni Hong Kong, TC Travel, Private Safaris East & South Africa and Sterling Holidays.)