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  • GUEST COLUMN: The changing dynamics of influencer marketing in a digital era

    GUEST COLUMN: The changing dynamics of influencer marketing in a digital era

    Mumbai: Influencer Marketing has evolved significantly over the past few years. As opposed to 2017, influencer marketing involves much more than finding people with the highest social media followings to promote the products. Today it’s performance and purpose-driven – that needs both art and science.

    Influencer marketing is projected to touch 2.85 billion by 2025 growing at a CAGR of eight per cent. Creator economy market size is estimated to reach $104 billion in 2022. The Indian market is becoming fairly regulated as well as digital marketing budgets are growing significantly. Having operated an influencer marketing company for the last four years, I have gathered the following insights and learnings in order to keep up with the rapidly changing dynamics of today’s influencer marketing:

    Setting the wrong goal for influencer marketing

    Most new marketers who get into influencer marketing sometimes consider it as a conversion play. It’s not. Influencer marketing is a brand awareness play. Obviously, this isn’t the ultimate goal, but if you compare the campaign to getting a return on every dollar spent, no purpose-driven impact will be achieved.

    Pursue long-term influencer partnerships

    A short-term, one-off social post is a thing of the past. Partnerships that are long-term and authentic are getting more traction right now. Treating influencers as brand ambassadors builds more trust between the brand, the influencer, and their followers. You get better audience engagement, more creative content, and your marketing budget works harder. As an influencer’s audience grows, your brand gets promoted continuously.

    Shifting from influencers to content creators

    Discovering the 20-30 top influencers is very easy, and brands with good budgets are all in to spend money on them. Basically, you’re treating these influencers like a newspaper or television show or a TV spot between IPL matches, but finding your niche is really important.

    Create open-ended briefs with lot of ideas

    The most unsuccessful influencer marketing campaigns are those in which brands force their thoughts onto influencers. Although influencers do that for money, the end result is a boring sponsored post on their feed. It’s not about telling the influencer what to do, but about giving them a detailed brief that helps and educates them about the brand. The ideas should be open-ended so that influencers can get something out of them that suits their audience, since not all influencers are great creatives.

    Focus on videos. Not always short form videos. Do what suits you

    Today, everything is snackable, but don’t we binge a long-form show with 10 episodes? Short forms are great, but it depends on the message you want to convey and what type of influencer you want to reach. It has to be entertaining, if not educational. When someone consumes the content, either of these works well.

    Using Influencers in co-creation

    Brands such as Zomato and Groww have had great success co-creating with influencers on their own channels. a no-brainer that we are living in 2022, where children these days want to become YouTubers rather than astronauts. Hiring influencers to create content that gets published on your own YouTube channel or Instagram feed gets your audience to consider you cool and progressive.

    Purpose driven influencer marketing are on the rise

    Today, our favourite influencers are those who stand for something, who just do not talk about how beautiful their life is but provide us with some value that is relevant to ourselves. Brands need to understand this well and keep this in mind while creating their influencer marketing strategy.

    Engagement metrics and comments quality dictates success

    While doing prospecting, it’s really important that we focus on engagement metrics more than followers. It is very important to inspect the comments on the last sponsored post so that we can ideally get a pattern of how sponsored posts perform on the feed of the influencer. Marketers often focus on the size of the influencer rather than the engagement they have.

    Affiliate marketing is abused and misunderstood

    Many brands are thinking that sharing revenue will lure influencers to work with them, but if your fundamental idea is that influencers’ audiences buy everything they promote, then that is a wrong assumption. It is the audience that can tell if an influencer is promoting something that generates no value and will instead push the brand down rather than up.

    Influencers in the Podcast Industry are going to be popping up more

    Audio is a great medium in today’s world because of the passive nature of it. We are all always busy, and influencer marketing in podcasts will be important for brands seeking a more meaningful long-term association with a large listening audience.

    LinkedIn is going to be the new home for a lot of content creators

    Writing is the next big thing, and LinkedIn as a platform has been really impressing a lot of professionals. It used to be a platform to seek new jobs, but now, along with the story features and great mobile experience, the infotainment content space is really serious on LinkedIn. Brands would ideally like to work with this set of influencers.

    Influencer marketing is the greatest invention for the advertising and marketing industry and we are heading towards an interesting decade where videos, NFTs, creator economy tools, etc. are going to change the way we promote our products. Every company will become a media company that creates content of their own and partners more with the creator side of influencer marketing.

    The author is Pulpkey founder Amit Mondal.

  • Content consumption on OTT apps increases the growth of smartphone users, finds ZEE5 Intelligence Monitor research

    Content consumption on OTT apps increases the growth of smartphone users, finds ZEE5 Intelligence Monitor research

    Mumbai: Over 50 percent of smartphone users in the metros are planning to replace their gadgets within the next six months, according to a research conducted by the OTT platform ZEE5.

    In its fourth edition knowledge series ‘ZEE5 Intelligence Monitor’ report, the video streaming platform highlighted the latest trends prevailing in the Indian smartphone industry.

    The ZEE5 research discovered the consumption of an exciting and wide variety of content on OTT apps is another new driver for this upward movement. The post-covid trend is to grab the latest model; with latest features’ scoring well above price as the key motivator.

    The research also found that brand reputation, features and technology are the leading factors that determine consumers’ preferences. Moreover, two out of five viewers intend to purchase a phone which costs Rs 30,000 or above; with a higher tendency among the 35-44 age group. Besides uncovering the fascinating new consumer behaviour and the contrasting preferences between metro and non-metro consumers in their smartphones’ purchase and usage, the ‘ZEE5 Intelligence Monitor – Smartphones Consumer Insights and Trends Report’ also highlighted the symbiotic relationship between smartphones and OTT platforms.

    Launching the report, ZEE Entertainment Enterprises chief operations officer – revenue Rajiv Bakshi said, “By deep diving into the smartphones segment, we have unearthed amazing new insights on user behaviour which can lead the brand marketers to attract millions of customers eager to upgrade and replace their smartphones. We hope this report will act as a guidebook for marketeers and smartphone brands and serve to be distinctive for the industry at large. Marketers and business leaders can use these findings to make smarter business decisions and hyper-target campaigns utilising the ZEE5 platform to connect with audiences in 12 languages.”

    The report also said that 70 per cent of the non-metro respondents are inclined to buy their next smartphone online. The research revealed that men are more brand conscious and have twice the share of women consumers in the Rs 50,000+ segment. Women appear price and deal-conscious & dominate the Rs 10,000 segment.  

    ZEE5 Intelligence Monitor report also uncovered transformative consumer behaviour, attitudes, and aspirations across multiple industries ranging from e-commerce, EdTech, and online gaming to smartphones, presenting an unmatched opportunity to advertisers to access a hyper-enriched predisposed audience cohort across multiple demographics and geographies.

  • Marketers underspending in media campaigns affecting ROI: Nielsen report

    Marketers underspending in media campaigns affecting ROI: Nielsen report

    Mumbai: Nielsen released its first-ever ROI report, which identified gaps in marketers’ budgets, channels and media strategies that are compromising returns on investment (ROI) on media plans. The global report reveals data and delivers insights on what drives returns on ad spends, how to measure the returns, and how to improve on the metrics brands already have, with content unique to advertiser, agency, and publisher audiences.

    According to the report, about half of marketers are not spending enough in a channel to get maximum ROI. While a poor ROI might cause brands to pull back on spending, Nielsen found that spend often needs to be higher to break through and drive returns. Nielsen’s “50-50-50 gap” states that while 50 per cent of media plans are underinvested by a median of 50 per cent, ROI can be improved 50 per cent with the ideal budget.

    Beyond budgeting, the ROI report delivers key insights and recommendations to deliver higher ROI across multiple marketing areas including:

    ● Full funnel marketing: It’s rare for channels to deliver above average returns for both brand and sales outcomes, with 36 per cent of media channels faring above average on both revenue and brand metrics. To grow ROI, brands should pursue a balanced strategy for both upper and lower funnel initiatives. Nielsen found that adding upper funnel marketing to existing lower and mid funnel marketing can grow overall ROI by 13-70 per cent.

    ● Emerging media: It’s difficult for brands to spend big amounts without proof that the new media works, but spending small amounts can make it hard to see if the media is working. Nielsen found that podcast ads, influencer marketing and branded content can deliver over 70 per cent in aided brand recall, and that influencer marketing ROI is comparable to ROI from mainstream media.

    ● Ad sales growth strategy: Ultimately, ROI will inform publisher pricing power. Publishers are not just competing against others in their channel, but also against other channels, so comparing channel ROIs can help set pricing strategy. The ROI report uncovered that social media delivers 1.7x the ROI of TV, yet social gets less than one-third of TV ad budgets.

    ● Audience measurement: Campaigns with strong on-target reach deliver better sales outcomes. However, only 63 per cent of ads across desktop and mobile are on-target for age and gender in the US, meaning that on the channels with the most exhaustive data coverage and quality, over one third of ad spend is off-target. To capitalise on opportunity and drive impact, advertisers should prioritise measurement solutions that cover all platforms and devices, with near-real-time insights. 

    “Nielsen’s 2022 ROI report serves as a guide for brands, agencies and publishers. In a time when there are more channels than ever to reach desired audiences, it’s critical that insights on ROI are attainable and easy to understand,” said Nielsen vice president, media & advertiser analytics Imran Hirani. “Brands can’t afford to waste valuable ads on the wrong audiences. By investing wisely and having a balanced strategy of both upper-funnel and lower-funnel initiatives, brands can reach the right audiences and maximise their ROI.” 

    This is the first ROI report produced by Nielsen. The ROI report findings were generated by Nielsen using a wide range of measurement methods including marketing mix models, brand impact studies, marketing plans and expenditure data, attribution studies, and Ad ratings collected in recent years. In most cases, Nielsen’s findings were organised into normative databases or meta-analyses across a sample of studies to produce insights that are representative of Nielsen’s experience, providing marketers, agencies and media sellers a more complete view of media effectiveness compared to a single company drawing from its own experience.

    Check the Full Report here: https://global.nielsen.com/insights/2022/roi-report/

  • Revex Media to expand into Canada and UAE in 2022-23

    Revex Media to expand into Canada and UAE in 2022-23

    Mumbai: Gurgaon-based agency Revex Media has announced its aim to double its client base by the end of the financial year 2022-23. The agency’s fiscal year objective is to expand into new markets in Canada and the UAE.  It has already roped in five new brands in the first quarter of this month and grew its workforce by 20 per cent.

    Revex Media offers business growth services for scaling brands’ top-line revenue via a digital-first marketing strategy. With its strategic and result-oriented approach, the agency aspires to enable at least 300 per cent growth within the next two quarters for 20+ brands working with them currently.

    Revex Media currently has a client base of 30 brands, and with the 100 per cent expansion plan in focus, the client base will grow to 60 by the end of the fiscal year. The marketing firm intends to focus primarily on the D2C space (selling consumer goods) where it hopes to increase its D2C-specific clientele by 50 per cent. Revex Media’s goal in the education space is to increase its clientele by 30 per cent and 20 per cent in different sectors – real estate, SAAS, and travel.

    Revex Media CEO & founder Utkarsh Arora affirmed, “At Revex Media, We are working hard to establish a strong foundational model for our clients to make them grow faster in the digital-first ecosystem. One of our primary focuses this year is to increase our firm’s talent density to improve our strategic and operational effectiveness to meet the audacious goals we have set for our clients. We have been recording an overwhelming response and our strategy for the ongoing fiscal is carved based on the same. Our maximum traction comes from the D2C space which over the period has become one of the expertise and we aim at expanding it further. Our team has been working diligently to establish a strong client base. It will not only help us grow as a brand, but it will also improve our operational effectiveness. As we expand, it becomes even imperative on our part to provide our clients with the opportunity to magnify their marketing and increase their revenue. Also, we will keenly work to strengthen our existing and new clients’ relationships.”

  • Dasvi and Matsyakand actor Shrikant Verma roped in for Netflix show CA Topper Tribhuvan Mishra

    Dasvi and Matsyakand actor Shrikant Verma roped in for Netflix show CA Topper Tribhuvan Mishra

    Mumbai: Gurgaon-based agency Revex Media has announced its aim to double its client base by the end of the financial year 2022-23. The agency’s fiscal year objective is to expand into new markets in Canada and the UAE.  It has already roped in five new brands in the first quarter of this month and grew its workforce by 20 per cent.

    Revex Media offers business growth services for scaling brands’ top-line revenue via a digital-first marketing strategy. With its strategic and result-oriented approach, the agency aspires to enable at least 300 per cent growth within the next two quarters for 20+ brands working with them currently.

    Revex Media currently has a client base of 30 brands, and with the 100 per cent expansion plan in focus, the client base will grow to 60 by the end of the fiscal year. The marketing firm intends to focus primarily on the D2C space (selling consumer goods) where it hopes to increase its D2C-specific clientele by 50 per cent. Revex Media’s goal in the education space is to increase its clientele by 30 per cent and 20 per cent in different sectors – real estate, SAAS, and travel.

    Revex Media CEO & founder Utkarsh Arora affirmed, “At Revex Media, We are working hard to establish a strong foundational model for our clients to make them grow faster in the digital-first ecosystem. One of our primary focuses this year is to increase our firm’s talent density to improve our strategic and operational effectiveness to meet the audacious goals we have set for our clients. We have been recording an overwhelming response and our strategy for the ongoing fiscal is carved based on the same. Our maximum traction comes from the D2C space which over the period has become one of the expertise and we aim at expanding it further. Our team has been working diligently to establish a strong client base. It will not only help us grow as a brand, but it will also improve our operational effectiveness. As we expand, it becomes even imperative on our part to provide our clients with the opportunity to magnify their marketing and increase their revenue. Also, we will keenly work to strengthen our existing and new clients’ relationships.”

  • GUEST COLUMN: How Micro-Influencers become creators for brands

    GUEST COLUMN: How Micro-Influencers become creators for brands

    Mumbai: Until recently, the concept of brand endorsements and the way brands reach their target audience has recreated the social media landscape. A newer concept of influencer marketing has emerged in the era of the creator economy. Considering the explosion of social media and creator tools in the market, the creator economy has grown from $1.7 billion in 2016 to $6.5 billion in 2019 further crossing $9.7 billion in 2020.

    Given the accelerated transformation of the advertising economy to the creator economy, it has become necessary for brands to develop relationships with influential personalities and promote their products and ideas. Creator economy is centered on creators becoming influencers, someone with 10,000 to 1 million followers or micro-influencers with 500 to 10,000 followers. Brands partner with influencers on a smaller scale to generate authenticity in brand promotion instead of focusing on sponsored ads or paying hefty to branded influencers for their stardom.

    Influencers vs Micro-influencers

    Influencer marketing is at its peak. It has gone beyond the brands partnering with people with thousands and millions of followers and promoting their product to their audience. Having said that customers are more likely to purchase from a brand they can connect with. That’s where influencer marketing comes into the picture as an effective tool for word-of-mouth marketing and increasing social media authenticity. Hence, brands pay macro influencers to create and publish content based on their products or sponsor their events, as large-scale outreach programs.

    Micro-influencers, on the contrary, have fewer followers and are extremely valuable for brands looking to increase their awareness within a particular niche. With the surge in the popularity of micro-influencers, younger generations are coming forward with their charismatic appeal and niche expertise, leading the brands to capitalize on the youth marketing techniques. For instance, go-to Gen Z fashion brand – Urbanic created a 150+ community of best-dressed campus students aka creators, who created some fabulous content and engaged in a variety of brand collaborations, drove meet & greets to drive brand sales, digital visibility and grow community size.

    Collaborating with the right influencers

    Influencers are appreciated for their real content. They are considered to be more authentic and community oriented than a brand or a celebrity promoting a product. Known for being more engaging with the TG, the influencers typically get more time to connect with their follower base. This helps in creating a loyal audience for the brand. Instead of having followers with varied interests, demographics or geographics, these influencers tend to be more specialized and niche specific.

    In the fast-paced creator economy, influencer marketing offers several benefits to brands. As social media algorithms continue to change, brands struggle to reach their audience in broader terms. According to the facts – influencers with more than 5,000 followers are usually responsible for 70 per cent of all reach in the influencer landscape. Hence, a smaller follower base of micro-influencers can actually create engagement for the brand by making the content appear right in front of the eyes of the target audience. Furthermore, it becomes more cost-effective to collaborate with micro-influencers as brands can share free product samples or coupons with micro-influencers.

    Strong community building

    Social media connects people on a global level. However, a community is built with like-minded people who have common ideas and thoughts to share. Though micro-influencers do not have instant name recognition, their narrower reach and specific content build a strong community of followers for brand endorsements. Even with a smaller reach, micro-influencers have higher credibility than some high-profile endorsements. This helps brands to create connections with the targeted audience with local interests that can have a huge impact on the brand’s marketing front.

    Brands experiencing growth

    Onboarding the right influencers and empowering them to create real content is always followed by long-term relationships that further depend on the success metrics of the campaign. However, brands still find it challenging to evaluate the results of a micro-influencer marketing campaign. Differentiating between real influencers and people who buy inorganic followers that can offer no guarantee of engagement or success remains the biggest concern of the brands. Those looking to experience growth and engagement need to explore different marketing perspectives and tools such as followers, profiles, quality of comments, profile visits and even previous experience of influencers as brand endorsers to evaluate results. They can prove to be important numbers to quantify success metrics and can work as great ROI predictors for brands as well as micro-influencers.

    The author is Sociowash co-founder Pranav Agarwal

  • TenderCuts rolls out father’s day campaign #madebydad

    TenderCuts rolls out father’s day campaign #madebydad

    Mumbai: Omnichannel meat and seafood D2C brand TenderCuts has rolled out a campaign for father’s day with cricketer Dinesh Karthik and chef Sanjay Thumma. The campaign was conceptualized in-house, and no agency was involved. It evokes a sense of nostalgia while cherishing the contributions of a father.

    As a part of the campaign, TenderCuts engaged with its customers on all social media platforms, encouraging them to share their unforgettable personal memories with their father. The best three videos will be awarded with a mini cricket bat autographed by Dinesh Karthik.

    The brand has released a video that revolves around Cricketer Dinesh Karthik sharing a short story about his experience on father’s day every year. He shares that every year on father’s day, his father would prepare mutton biryani for the family. This year, he plans to emulate his father by preparing a delicious mutton biryani himself. The video continues with Dinesh Karthik mentioning that he ordered fresh mutton from TenderCuts that is antibiotic free with the FSSAI and other safety certifications in place, which was also freshly cut only after the order is placed.

    https://www.youtube.com/shorts/OGrcsjFIeC0

    https://www.youtube.com/shorts/WnmSB8FuBto

    It continues with him reminiscing about how much he enjoyed his father’s mutton biryani and how his father wished the local markets were cleaner. The commercial ends with a scene of Dinesh Karthik enjoying a meal of biryani with his father.

    TenderCuts chief marketing officer Aruna Jathar said, “Fathers have always been characterized as sacrificing but are never acknowledged. This year, we wanted to showcase the caring aspect of a ‘father’ in his role to provide only the best for his family. This story comes alive with a real-life experience of our very own Dinesh Karthik. TenderCuts celebrates every father this Father’s Day through this story.”

  • GUEST COLUMN: How brands can leverage metaverse for connecting with consumers

    GUEST COLUMN: How brands can leverage metaverse for connecting with consumers

    MUMBAI : Through the years, what has been constant is how brands evolve with new tools and modes of communication to best connect with their customers and fulfill their wants. In fact, with the steady rise of mobile web and social media back in the 2010s, the way brands engage with consumers has undergone a massive transformation – witnessing brands building a community with their consumers. And the customers, in turn, enjoy these novel ways to connect with their brands.

    However, in 2022, we now stand at the precipice of an exciting new form of communication and experience – the metaverse. And perhaps the biggest challenge is understanding the metaverse and realising one crucial key point – “The Metaverse is Now.”

    Ascent of the Metaverse

    Blurring the lines between physical and digital, the metaverse is fast emerging as a new space for people to shop, be entertained and participate in virtual experiences. With the metaverse giving rise to this new ecosystem of virtual life, a resultant paradigm shift is underway. One is that the metaverse is revolutionising how brands and consumers engage – with both scrambling for tools to best connect in this unprecedented virtual space.

    But why should you become a metaverse brand to connect with its audience?

    The truth is, the metaverse has opened the floodgates to a variety of burgeoning benefits and connection opportunities for brands and consumers alike –

    1) Minimising geographical distance

    From our online presence on platforms like online games (esports), social media and even simple communication on messaging apps, the experiences and connections we value most often take place in a digital world over the physical world. For instance, unlike before, a significant number of people we daily communicate with live outside of a 15 km radius from our home or office.

    However, the metaverse allows you to build meaning around experiences even though people we value spending time with are out of our physical grasp. In fact, it can essentially replicate the real world – goods and experiences from your offline existence can now be imitated for people anywhere in the world. Want to go on a date with the person you just met in Hyderabad while based in Delhi? Want to meet and greet your favourite Bollywood Celebrity when you’re in Lucknow? You can do this and much more in the metaverse. A lot of restaurants too, have stepped into the metaverse so going on dates with a significant other just got easier.

    The barrier of geographical distance is eliminated, and brands can now capture a global consumer base by bringing their products immediately into the home of every person in the world.

    2) Metaverse & its commercial appeal

    The metaverse lets customers try out digital items and see them within a fully 3D world. Several brands are already utilising this capability today. Moreover, blockchain technology, cryptocurrency, and NFTs (building blocks of the Metaverse) are also empowering brands and consumers to interact in ways unlike before.

    For instance, Adidas’ claim to fame as one of the most crucial metaverse brands comes from NFTs (Non-fungible tokens). When people think of an NFT, it’s usually related to online images. However, it’s essential to understand that metaverse models also use digital artwork. As such, metaverse items can also be NFTs. Adidas uses that technique to sell wearables in the physical world and metaverse.

    Adidas Originals created an NFT campaign, “Into the metaverse.” For this, it partnered with three of the most renowned NFT brands – Bored Ape Yacht Club, PUNKS Comic and Gmoney for exclusive wearable digital items that can be used on various blockchain-based gaming platforms. The collaborative project launched in December 2021, when a limited amount of 30,000 NFTs were sold saw the company earn more than $22 million from the sales in a few hours! Buying an NFT gave owners access to special, physical goods, like a hoodie and tracksuit worn by the Bored Ape that Adidas owns and other upcoming digital experiences.

    Some companies benefit by tying their online and offline market together. Other companies can leverage it by creating a whole new type of store. These are digitally exclusive offerings. And all of this can be tied together with digital wallets within the metaverse, making it easy to buy and sell goods. It’s easy to see the metaverse’s commercial appeal.

    On the consumer products front, Coca-Cola launched an NFT collection that fetched $575,000 in an online auction. It relied on the power of its brand to push forward its collection and raise over $500.000 for charity within 72 hours!

    While the metaverse’s full potential reach will definitely increase & at a much faster pace in the near future years, it is clearly on its way to the very fabric binding people across the globe and connecting them. And with this tool at our fingertips, it is absolutely critical for brands to venture into this exciting virtual space that presents disruptive new ways to build deeper and more meaningful relationships with their audience.

    The author is Caleb Franklin CEO and Founder of HeyHey

  • Grapes Digital bags the digital AOR mandate for CP Plus

    Grapes Digital bags the digital AOR mandate for CP Plus

    Mumbai: CP Plus has signed Grapes Digital for its digital AOR mandate. The company has won the mandate following a multi-agency pitch and will service the account from its New Delhi office.

    As a result of this partnership, Grapes will look after the brand’s 360-degree digital presence, from social media creatives to digital campaigns. As per the mandate, the agency will be responsible for executing the digital duties of the brand, such as media planning and buying, creative and digital branding and strategy, and SEO. The collaboration is aimed at developing cohesive value for the brand with the help of earned initiatives.   

    Speaking on the development, CP Plus executive director Ananmay Khemka said, “Being one of the recognised brands in the advanced security and surveillance solution, our constant endeavour is to provide the best range of products and services catering to the security needs of India. In the last few years, CP Plus has witnessed unmatched growth. We are quite enthusiastic to expand our business. Thus, digital plays a crucial role in building the business. We are impressed with Grapes’ vision for our brand. We are quite optimistic that Grapes expertise and nuanced understanding of digital media will fuel our vision”.

    Commenting on the win, Grapes CEO and co-founder Shradha Agarwal said, “We are pleased to associate with CP Plus as their digital partner. It’s a market leader in the security and surveillance industry. The demand for cameras and other surveillance products has witnessed an uptick demand owing to safety reasons. Also, the consumer behaviour pattern is changing, and there is a lot of scope in the market to perform well in the coming year. With a strategic approach and creative thinking, we look forward to creating great work in new and unprecedented directions for the brand. With our expertise in digital solutions, we strive to increase the visibility of the brand and create top-of-the-mind recall value amongst consumers”.

  • Mamaearth launches TVC with Sara Ali Khan & Vihaan Samat.

    Mamaearth launches TVC with Sara Ali Khan & Vihaan Samat.

    Mumbai: Mamaearth has launched its latest national television advertisement featuring Sara Ali Khan and Vihaan Samat. The TV commercial highlights the brands’ ideology of bringing the traditional efficacy of onions as the best natural solution for hair fall.

    Conceptualized by Korra Worldwide, the TVC captures a fun banter between two friends along with capturing the essence of the brand’s unique proposition. The film opens with Sara entering and seeing her friend, played by Vihaan, sitting at the dining table with a lot of onions in front of him. She mockingly calls him ‘Onion ki Dukaan’ referring to the quantity of onion around him.

    Fussing and complaining about hair loss and concluding that he has performed an extensive search for the solution and onions are the most effective solution for hairfall.

    Sara interjects appreciatively saying, ‘Maa ka nuskha’ (Moms recipe) and Vihaan adds that he will make a hairmask out of the onions and apply that on his hair along with onion juice. Sara confidently takes out the Onion Shampoo from her bag and gives it to him. She then moves to the benefits of Mamaearth Onion Shampoo with the claim of reducing hairfall upto 60 percent in 4 weeks. Positioning Mamaearth Onion Shampoo as an easier & effective way to get the goodness of sulphur-rich onion and Plant Keratin, to give the best solution for your hair that’s as pure and toxin-free as your home remedy, just without the hassles. The film is a simple yet powerful representation of the brand’s philosophy and product proposition of goodness inside.

    Commenting on the campaign, Mamaearth’s Co-Founder and CIO, Ghazal Alagh said, “Onions extract has been an age-old remedy for hair fall and has been used in our household for generations. While traditional ingredients have great benefits, the process of DIYs can be extremely tedious and cumbersome. At Mamaearth, we realize the importance of these traditional recipes and are bringing together the best of nature and science, in convenient yet effective solutions for skincare and haircare needs. The film reflects this exact proposition. We hope this thought resonates with the millennials and they come forward and choose nature’s goodness with us and our products.”

    The TVC is a 35 second video that iterates the brand story in a crisp and impactful manner.