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Tag: brands

  • AcneStar face wash collaborates with music streaming platforms

    New Delhi: AcneStar face wash from the house of Mankind Pharma has collaborated with music streaming platforms- Gaana, Wynk, Spotify, and Saavan to engage with music lovers from different demographics and create high recall value for the brand.

    The new campaign is based on the #ThankYouHaters campaign, which was rolled out last year to fight against the rise in online trolling on social media. 

    The brand said it has come up with this month-long campaign, keeping in mind the current situation and growing popularity of audio streaming platforms. “This will help us to create high recall value amongst the people who are multi-tasking, switching between household chores and professional engagements, to the sound of music,” it said in a statement.

    As part of the campaign, it has roped in 50 influencers from different demographics to engage including Sanjana Singh, Shezali Sharma, Hashneen Chauhan, and Rehmat Rattan.

    Mankind Pharma, general manager- sales and marketing, Joy Chatterjee said, “Recoiled out of everyday drives, music has now arisen as the favoured stress buster for the large numbers of people who are working from home and playing a therapeutic role for these multi-tasking times. We all have observed how individuals prefer to stay active on audio platforms while relaxing, sleeping, or other activities. Audio streaming has grown to 30-40 per cent in India in 2020-21 and with the rise of internet connection there has been a rise of regional language music which now contributes 39 per cent of all streams.”

  • Dabur India appoints Rahul Awasthi as executive VP – manufacturing

    Mumbai: Dabur India has appointed Rahul Awasthi as executive vice president – manufacturing. Awasthi was head of planning, technology, and innovation at HUL.

    He has 27 years of experience in the FMCG industry in the manufacturing, technology, innovation, and supply planning domain. “With multiple strategic and execution roles across locations, brings in both local and global perspective on the table,” the company said while welcoming its new EVP.

    Dabur India is one of India’s leading FMCG Companies and among the world’s largest Ayurvedic and Natural Health Care companies.

  • RepIndia appoints Purnima Bali as creative director

    New Delhi: RepIndia on Tuesday appointed Purnima Bali as creative director. She will be tasked with leading the creative endeavour at RepIndia, and further grow the creative business across Delhi, Bengaluru, and Mumbai.

    Bali was previously working as the associate creative director at Interactive Avenues, Gurugram, where she headed the creative team and led the creative business for brands such as Honda Cars India, Hero Cycles, Havmor Icecreams, DishTV, and Oppo Mobiles.

    On her new role, Bali said, “In a very short period, RepIndia has managed to make its presence felt in a space that has long been inundated with network agencies. Their body of work, prestigious clients, and their feet firmly on the ground are the attributes that have stood out in the awards circuit, and even amidst brands that are eagerly and earnestly looking for effective creative solutions where brand-agency camaraderie is the only way work gets done. I’m excited to be a part of team RepIndia and looking forward to breaking new creative barriers and creating new digital milestones.”

    RepIndia founder Ayesha Chenoy said, “We have wanted to bring Purnima on board for years, her mad digital-first ideas and incredible drive are just what we wanted to add to RepIndia’s arsenal as we go on to have one of the best leadership teams across the country.”

  • Amazon, Apple emerge as most valuable global brands 2021: Kantar

    New Delhi: Multinational giant Amazon consolidated its position as the world’s most valuable brand, growing 64 per cent to $ 684 billion, Kantar said in its latest BrandZTM Most Valuable Global Brands 2021 ranking released on Monday.

    Amazon’s brand value grew by almost $268 billion this year and it became the first half-a-trillion-dollar brand, alongside Apple, at number two, valued at $612bn. The other brands that figured in the top ten most valuable global brands in 2021 were: Google, Microsoft, Tencent, Facebook, Alibaba, Visa, McDonald’s, and MasterCard.

    China’s TikTok and USA’s Tesla are among the brands that doubled their brand values during the pandemic. Tesla even emerged as the fastest growing brand and became the most valuable car brand, growing its value by 275 per cent year-on-year to $ 42.6 billion, said the report.

    Tech brands dominate global rankings

    Seven of the top ten brands are from the tech sector. Tech has also enabled non-tech brands to achieve significant growth, for example Gucci – harnessing the power of TikTok during the pandemic, and Domino’s – leveraging online and delivery services. New entrant Zoom was one of the big tech stories of 2021, with its ease of use and reliability driving momentum with business and personal users. It entered the ranking at 52 with a valuation of $36.9bn.

    World’s most valuable brands show record growth

    Despite the economic downturn brought by the devastating wave of Covid-19, the report found that the world’s most valuable brands experienced record growth. Their total worth reached $7.1 trillion – equivalent to the combined GDP of France and Germany. This was largely driven by confidence derived from vaccine availability, economic stimulus packages, and improving GDP outlooks, said Kantar Group.

    “Despite many facing a difficult year, our research has again proven that strong brands deliver superior shareholder returns, are more resilient, and recover more quickly,” said Kantar CMO, Nathalie Burdet. “With global e-commerce growing from 12 per cent to 15 per cent of all sales in 2020, it has been a positive year for brands involved in that value chain.”

    Apparel brands overtake M&E brands

    Despite reduced travel and lockdowns globally, apparel brands have collectively grown even more than media and entertainment brands in the ranking, as people redefined the boundaries between work and leisurewear. Adidas, Nike, and Puma all secured over 50 per cent value growth. Whilst, collectively, fast fashion did not grow as fast, notably, Uniqlo (+88 per cent) and H&M (+47 per cent) grew valuations significantly. The Top 20 retailers grew their brand value by a combined 48 per cent.

    Success of subscription-based models

    Microsoft innovated offers to adapt to new working environments and transitioned to subscription models to improve convenience and scalability, recording a growth of 26 per cent. Xbox (+55 per cent), Disney (+13 per cent), and Netflix (+55 per cent) all saw growth, while Spotify entered the ranking following a 454 per cent growth in subscribers from 2015-20 and a significant improvement in consumer brand equity.

    Reputation: A Key factor

    According to the report, reputation, especially for sustainable and ethical purposes, is increasingly a driver for brand growth. The luxury category saw 34 per cent brand growth with, predominantly, French and Italian luxury companies such as LVMH investing in their corporate reputation through pandemic-related initiatives, sustainable transformation, and support for social movements such as BLM. Similarly, L’Oréal Paris successfully bucked the trend across beauty brands in the pandemic, securing brand growth by flexing its assets and driving female empowerment.

    Emphasis on Trust and Reliability

    “Our analytics have uncovered that 70 per cent of what makes a brand successful is executing four fundamentals well: providing superior experience across consistently branded touchpoints, a range of well-designed and functional products and services, convenience, and exposure through great advertising. However, COVID-19 has emphasised consumer values such as trust and reliability. Those brands that are evolving their values, projecting leadership on these issues are demonstrating differentiation and standing out,” said Burdet.

  • GUEST COLUMN: B2B brands need to think beyond lead generation

    New Delhi: In business-to-business (b2b), marketing often comes to a halt at the lead generation funnel. Given the economic environment created by the pandemic, the stress on lead generation is not surprising, but working on the lowest hanging fruit is not a long-term strategy.

    In the aggressively competitive environment, B2B brands need to think beyond just lead generation for their content marketing strategy. Simply put, what is your answer to this? What are you doing to help your customers succeed?

    Your content marketing needs to be a method of helping your customers succeed. Under the pressure of an immediate lead and conversion, we tend to lack business empathy, and thus our content intended to be educational ends up being more transactional. I encourage B2B brands to use content marketing as a tool to support and help meet customer goals. That is what the purpose of your brand is in the first place. Keep connected to the roots of why you thought customers would come to you and choose your product or service.

    There is a specific problem that your business solves for your customers, and that should be at the heart of your B2B content marketing strategy. It’s a whole new ball game possibly from what most B2B organizations are doing currently. Here are a few things to consider. I have outlined must-haves, good to have, and great haves for your content marketing strategy.

    B2B Content marketing ‘must-haves’ 

    Blog: While all organizations have a blog on their website but usually, they are sparsely populated and more focused on SEO than on content value. The resources section is Important and needs its due.

    Case Studies: I recommend case studies that are not just a synopsis of what the process was and what the ROI was but also a customer’s point of view. It may take a lot more work but in this case, it is an excellent differentiator, a brand will earn 10X in credibility vs the increase in effort.

    White papers, guides, and research: What is on ‘top of mind’ for any business is ‘who else is in my boat’ and what are they doing to navigate a circumstance. White papers are must-have tools in the arsenal. Remember that being unique is the key. Creating content is fairly easy. Creating good content that isn’t ‘hard selling’ and provides customers with genuine value — that’s a tricky, time-consuming business.

    B2B Content marketing ‘good to haves’

    Webinars and events: Online webinars and events are a good way to get your product or service to your customers, it is also an opportunity to build an improved relationship with your customers, it can be the platform to create thought leadership. Profiling and targeted invites are a great way to reach customers with whom you may not have engaged in the past.  

    Training & courses: Training is an important part of the B2B marketing content strategy. If you understand your customer then I recommend that based on your customer persona, develop training and certifications which not just train customers on your product but also add skills and learning beyond your product.

    Co-Creation & collaborations: Customers are in the same storm, and very slightly different boats; they are stressed for leads and under pressure to build engagement. Create a partnership with your customer, build value with combined resources, co-host events, webinars, build joint resources, create PR opportunities. You will be surprised that in addition to goodwill and visibility, the value it builds for your business in hard number crunched ROI.

    No matter which tools you choose, remember the Everest of marketing is getting your communication right and that peak is scalable only if you know and understand your customer.

    (Ambika Sharma is the founder & MD of Pulp Strategy. The views expressed in the column are personal and Indiantelevision.com may not subscribe to them.)

  • Spotify names Taj Alavi as global head of marketing

    New Delhi: Spotify on Friday appointed Taj Alavi as the global head of marketing.

    Alavi was previously associated with Uber as senior director global marketing from March 2019 to August 2020 and Intuit as head of brand marketing. She has also worked with financial technology company, Chime as vice president, marketing and communications. According to her linkedin profile, Alavi started her career as an account executive with Edelman in 1998 and then went on to work with companies like Revlon and Johnson & Johnson.

    At Intuit, Alavi was the primary manager of creative, media and brand agency of record relationships and drove brand infrastructure, including but not limited to nomenclature, governance process and visual identity.

  • OnePlus ropes in Jasprit Bumrah as brand ambassador for wearables

    New Delhi: Premium smartphone brand OnePlus has roped in cricketer Jasprit Bumrah as the brand ambassador for its wearable category. The OnePlus wearables category includes the OnePlus watch and the OnePlus Band.

    The association will include a 360-degree campaign and will be kick-started by a OnePlus x Jasprit Bumrah digital film on OnePlus India, YouTube, and Instagram.

    “It’s really wonderful to see a young brand empower the tech landscape and rise to the challenge of delivering exactly what consumers want,” said Bumrah.

    According to the company, the partnership with Bumrah reiterates the brand’s philosophy of ‘Never Settle’ and the company’s pursuit of perfection. “For young India today, Bumrah represents a passion for a healthy, fit, and active lifestyle while believing in constantly becoming better, a philosophy that truly resonates with what OnePlus stands for,” the company said in a statement.

     “As a brand, OnePlus has always believed in challenging itself, constantly redefining standards and delivering on our promise to ‘Never Settle.’ A disruptor throughout his career, we see these ideologies reflected in Jasprit, his grit, and his determination,” a OnePlus India spokesperson

  • Ronaldo’s Coke snub kicks off a meme-fest

    Mumbai: What seemed like a simple act by Portugal footballer Cristiano Ronaldo of moving aside two bottles of Coke and replacing them with a bottle of water at a post-match presser quickly metamorphosed into a sponsors’ nightmare at the 2020 Euro football league. For one, it cost the beverage giant a staggering loss of valuation pegged at $ four billion.

    The incident also seems to have kickstarted a trend amongst the Euro 2020 players- with France’s Paul Pogba and Italy’s Manuel Locatelli following in the Portugal captain’s footsteps by taking a swipe at one of the official Euro 2020 sponsors and doing a ‘Ronaldo’. To the extent that the UEFA (The Union of European Football Associations) had to step in to ask the players to stop the ‘bottle removing’ trends.

    But that didn’t prevent the opening of social media floodgates to an abundance of memes on the entire episode! Riding on the frothy meme-tsunami triggered by the football legend’s snub to the aerated drink, brands too launched a flood of witty, cheeky campaigns on social media.

    There was of course, Amul topical doing what it does best – literally milking the matter – this time on ‘beverages and football…and on not bottling one’s feelings!’

    This round on moment marketing was however won by Fevicol for nailing it with their on-point post.

    Created by Schbang, the tagline featuring two bottles of the glue goes “Na bottle hategi, na valuation ghategi”

     
     
     

     
     
     
     
     

     
     

     
     
     

     
     

    A post shared by Fevicol (@fevicolkajod)

    Online trading platform Upstox had a word of warning to brands on the placement of their products and for those trading in stock markets: “Stock markets are subject to Ronaldo’s risks, place your brand carefully”. Taking a dig at the Cola giant, it added, “It’s not only defenders who need to be scared of CR7”.

     
     
     

     
     
     
     
     

     
     

     
     
     

     
     

    A post shared by Upstox (@upstox.pro)

    Portugal footballer’s healthy preferences found favour with diagnostic lab network Pathkind Labs, which posted : When a legend says it you do it. Stay hydrated. Adding a word of caution, ‘Summer is at its peak. Drink plenty of water and stay cool!’

     
     
     

     
     
     
     
     

     
     

     
     
     

     
     

    A post shared by Pathkind Labs (@pathkind)

    Needless to add, packaged drinking water brand Bisleri was completely in agreement with the famous footballer’s views on the water. Bisleri endorsed his act of holding up a bottle of water to the cameras and making an appeal to drink water instead of sugary drinks. Leveraging the act to its advantage, it hilariously wrote, tagging the footballer: Christiano choosing water over soft drinks since 1985.

    It also added, “Be smart like the G.OA.T -Quench your thirst with the right choice” possibly simultaneously taking a dig at another cola giant which had a tagline of ‘yehi hain right choice, baby’! Talk about hitting two birds with one stone, huh?

     
     
     

     
     
     
     
     

     
     

     
     
     

     
     

    A post shared by Bisleri (@bislerizone)

    Parle’s Rola Cola added its two cents on the debate of soft drinks – saying ‘have a solid rola cola instead’

    Manforce condoms too waded into the meme storm, with a creative saying ‘MAKE LEGENDARY CHOICES #Ifyouknowyouknow’

  • ICC signs GoDaddy as official sponsor for WTC 2021

    New Delhi: GoDaddy on Friday announced its official sponsorship of the International Cricket Council (ICC) World Test Championship 2021.

    As part of the partnership, GoDaddy logo and GoDaddy Pro sub-brand logo will be promoted on in-stadia LED panels, along the sides of the boundary line and on the mid-wicket area on-ground. The brand aims to drive conversations and encourage digital adoption in today’s new normal world by engaging with tournament viewers and cricket enthusiasts through the sport

    The announcement is a continuation of GoDaddy’s association with the ICC, starting with the Men’s Cricket World Cup.

    ICC chief commercial officer, Anurag Dahiya said, “We are excited to renew our partnership with GoDaddy and delighted to see them support the inaugural WTC Final.”

    GoDaddy India, managing director and vice president, Nikhil Arora said, “The ICC World Test Championship is the first international tournament where team India will play since the COVID outbreak. With cricket being one of the most favorite sports in India, we hope it instills a ray of good hope, positivity, and cheer, bringing in much needed respite and entertainment for everyone. As this event brings people together from across the world and showcases a strong spirit of nationalism and sportsmanship, it provides a perfect place for us to create awareness about the ease of building an online presence with GoDaddy’s online tools and solutions, especially in today’s increasingly digitised world.”

  • CARS24 expands operations to UAE and Australia

    New Delhi: E-commerce platform for pre-owned vehicles, CARS24 is set to disrupt the used automobile ecosystem around the globe. The company has launched its business in Australia and UAE and is gearing up to launch business in Southeast Asian and Middle East countries this year.

    As part of its expansion strategy, CARS24 will use its India playbook to expand globally and continue to invest in technology to transform the consumer experience in buying-selling cars, it said on Thursday. “In the last six years, we have worked very hard to revolutionise the way our consumers buy or sell their cars in India. Interestingly, the pain points of used car consumers across the globe remain pervasive. We are sure with our expertise and experience of operating in a diverse market like India, we will be able to cater to the needs of our new customers as well,” said CARS24’s co-founder and CEO Vikram Chopra.

    Elaborating on the company’s international expansion plans, Chopra said, CARS24’s launch in markets of UAE, Australia and Southeast Asia marks a milestone moment in its growth story. “CARS24 is well-poised for explosive growth internationally and we will continue to offer our burgeoning roster of offerings to newer markets that have been at the forefront of embracing new technology and innovation,” he added.

    CARS24 has earmarked an investment of over $100Million for international markets in 2021. These investments will be used to build the brand in these new territories coupled with a strong supply of cars for the platform, and a state-of-the-art workshop to recondition cars to ensure top quality, the company said in a statement.

    Currently, CARS24 is shipping cars to customers across Dubai, Abu Dhabi and Sharjah and to Brisbane in Australia, shortly followed by Sydney and Melbourne as well. “We are delighted to be spearheading the global expansion of CARS24 in the Australian market. Australia is a car-loving nation of consumers who have had no alternative to the traditional used car buying model – until now. Australians are truly ready to embrace 100% online car buying; and with the support of our founders, we have incredibly high expectations for our growth in this market.”, said CARS24 Australia, GM Australia, Olga Rudenko.

    Founded in 2015, CARS24 has grown rapidly over the years, using product, tech and data science, to fuel the growth in the Indian used cars sector and enabling a quality experience for sellers and buyers, completely online & from the comfort of their homes.