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Tag: Campaign

  • “Impact is most effective when it is local”: Paisalo Digital’s Santanu Agarwal

    “Impact is most effective when it is local”: Paisalo Digital’s Santanu Agarwal

    Mumbai: Paisalo Digital Ltd, in celebration of India’s 77th Independence Day, launched a transformative campaign titled ‘Ab Rukna Nahi.’ This innovative initiative aimed to inspire a growth mindset and self-reliance among individuals, emphasizing the importance of taking action. Additionally, the company proactively supported women’s employment by offering special benefits to the first 77 women who applied to become Paisalo customer service providers (CSPs), further demonstrating their commitment to empowerment and financial inclusion.

    Delving deeper into the campaign, Indiantelevision.com in a conversation with Paisalo Digital Ltd deputy MD Santanu Agarwal spoke on their vision, their USP, changing market dynamics, co-lending solutions and much more.

    While pursuing his studies at Amity University in Noida, Santanu Agarwal embarked on a journey to transform his dreams into reality by working on the ‘Paisalo’ digital app. Launched in January 2018 under Santanu’s visionary leadership, Paisalo is a lending platform for MFI borrowers that streamlines the loan process and strategically addresses the needs of the customers. Santanu’s marketing expertise is marked by striking features such as cost-effectiveness, instant response, flexibility, convenience, and digital marketing.

    Edited Excerpts:

    On Paisalo Digital’s launch, the vision behind it and its USP

    Following the legacy of S.E. Investments (1992), Paisalo Digital Ltd was launched on 24 January 2018.

    At Paisalo, our promise is to empower India’s unbanked population through accessible and inclusive financial solutions. Our company is committed to bridging the gap between financial institutions and the underserved, thereby creating avenues for economic growth and social upliftment. We firmly believe in enabling individuals and communities to become self-reliant and nurturing an action-oriented spirit through our services and communication.

    Our vision is simple and unchanged: At Paisalo, our promise is to empower India’s underbanked and unbanked population through accessible and inclusive financial solutions. To that end, it is imperative that we run a healthy, vibrant and responsible company. In addition to traditional lending, we do a lot to help the communities in which we operate. This, in turn, provides the foundation for increased opportunity and prosperity for all. Together, we are actively building a financially inclusive India where every dream finds support and every endeavor receives the opportunity to thrive. With our relentless efforts and unwavering commitment, we are driving positive change, enabling the underbanked and unbanked population to unlock their full potential and contribute to the nation’s progress. Our goal is to be the lender of choice for all, and we want everyone to feel welcome here and be able to contribute to our core mission to the best of their ability. Looking forward, Paisalo envisions itself as the leading non-banking finance company dedicated to serving the underbanked and unbanked population of India.

    Paisalo’s USP lies in its ability to lend credit that drives awareness, accessibility and affordability.

    On Paisalo Digital’s evolution and adaptation to changing market dynamics and customer needs

    Reflecting on the past years, it becomes evident that our success lies in the core pillars we have steadfastly upheld. Our financial discipline has been unwavering, allowing us to navigate challenges and maintain stability. Our constant investment in innovation has enabled us to stay at the forefront of the industry, delivering cutting-edge solutions to meet the evolving needs of our clients. Most importantly, our dedication to helping clients and communities has remained the driving force behind our actions. We understand the profound impact we can have on the lives of individuals and the growth of communities, and this awareness fuels our unwavering commitment.

    Our achievements are not solely attributed to the strength of our financial offerings. It is our people who have been instrumental in our resilience and success. By continuously developing our workforce, nurturing their talents and providing them with the necessary support, we have cultivated a team capable of rising above challenges and delivering exceptional results. It is through their dedication and unwavering commitment to serving borrowers and communities that we have persevered throughout the years.

    Our success and accomplishments are deeply rooted in our commitment to our shareholders. We recognise that shareholder value can only be built and sustained by nurturing a healthy and vibrant company. This entails taking care of our customers, employees and communities. Neglecting any of these stakeholders would undermine the foundation of a robust organisation. We have learned through experience that it is possible to demonstrate compassion for our employees and communities while upholding shareholder value. Striking the right balance allows us to foster long-term success and create shared value for all.

    As we look toward the future, our vision remains clear. We will continue to uphold our financial discipline, invest in innovation, and develop our people, as these elements are the foundation of our unwavering dedication to helping borrowers and communities across the country.

    On Paisalo Digital’s contribution to the advancement of financial inclusion and co-lending practices in India

    The customer service manager, a role within Paisalo, primarily functions as a local ambassador to build and nurture relationships with the community leaders, women entrepreneurs and small businesses. We now have over 1377 such managers in underserved communities and intend to keep growing that number. Our managers have hosted more than 45,000 financial events with over 600,000 people participating. We want people who live and work in these communities to feel welcomed and included when they visit our touch points. We ask them to come as they are and bring family.

    At Paisalo, we have championed the essential role of co-lending in fostering community growth. We understand its power to unite people, empower companies and individuals to pursue their dreams, and serve as a source of strength. We often remind our employees that the work we do holds great significance and has a tangible impact. Through our financial solutions, we enable people and businesses to access the necessary funds to realise their aspirations. By uplifting micro, small, and medium- sized individuals, businesses, women entrepreneurs, and rural areas across the nation, we contribute to their growth and the overall development of our society.

    In addition to these guidelines, we have recently formulated a clear and concise purpose statement, “Bharat, Ab Rukna Nahi,” which combines our values with our everyday business practices, elucidating how we have conducted ourselves for many years. Celebrating the 77th Independence Day, we at Paisalo recently took a proactive step by introducing an initiative that aims at boosting women employment across India. To do so, the brand is offering special assistance and added benefits to the first 77 women who apply to become a Paisalo Customer Service Provider (CSP) across India.

    Furthermore, with the help of these practices, Paisalo has facilitated the generation of self-employment for more than 700,000 individuals, with over 600,000 being women entrepreneurs. The combined number of lives impacted stands at more than 1.5 million.

    On Paisalo Digital Ltd utilising technology to provide tailored co-lending solutions

    Properly regulated NBFCs like Paisalo are designed to safeguard and strengthen the financial system. They maintain transparency with regulators and work diligently to prevent terrorism financing and tax evasion by implementing know your customer (KYC) and anti-money laundering laws. Additionally, they assist customers in various ways – from safeguarding their data and minimising fraud and cyber risks to providing financial education. These NBFCs also must comply with social obligations, such as financial inclusion of micro markets, which mandates extending NBFCs services to lower-income communities.

    Meeting regulatory requirements is of utmost importance to us, with the Reserve Bank of India serving as our primary regulator. These regulations encompass various aspects, including stress testing, reporting, compliance, legal obligations and surveillance, among others. While the business functions as the first line of defense in addressing these matters, we have a dedicated team who actively work every day to ensure strict adherence to both the letter and the spirit of these rules. Additionally, our audit function serves as the final line of defense, further reinforcing our commitment to regulatory compliance.

    At Paisalo Digital Ltd, we harness our in-house technology to deliver enhanced co-lending solutions tailored to the unique needs of the underbanked and small income generation segment. Through our projects, we’ve successfully implemented a model that underwrites credit for underbanked communities in the country. Paisalo employs a co-lending approach with various banks, utilising ‘credit,’ ‘credential,’ and ‘character’ based underwriting. What sets this model apart is its utilisation of proprietary algorithms developed in-house, processed through BRE, historical credit data, and field data. This approach ensures efficiency, user-friendliness, and intelligence.

    The information technology model employs a high-touch, high-tech approach to connect with people across India, resulting in a scalable business model with risk mitigation. Leveraging proprietary algorithms developed under Paisalo’s leadership, our operations have scaled up, and we are successfully extending credit to over 19 lakh customers across 18 states through 1377 touchpoints.

    On the role of small business owners in the growth of India and Paisalo Digital’s aim to facilitate their success

    We need to consider the unique needs of communities across the country more thoughtfully. Companies of all sizes need to show up, listen and make the right investments and decisions to earn a neighborhood’s trust.

    “Impact is most effective when it is local.”

    A local bank branch, particularly in a low-income neighborhood, can achieve success only if it aligns with the community’s needs. This is why, over the past several years, we have redefined our approach to providing access to financial education and offering low-cost lending products and services. Our aim is to assist borrowers by ensuring that Paisalo is genuinely available, aware and affordable.

    We deliver this approach through our high tech–high touch model, which utilises unique spaces located at the heart of semi–urban and rural communities. Currently, we operate a total of 1377 touch points across 18 states. These touchpoints host grassroots community events, small business mentoring sessions and financial health seminars. We have welcomed community leaders and small business customers who have shared their sense of pride and optimism about what these touchpoints mean for their community. Our employees are always at the forefront and center of these events, connecting people to one another and forging new relationships.

    The customer service manager, a role within Paisalo, primarily functions as a local ambassador to build and nurture relationships with community leaders, women entrepreneurs and small businesses. We now have over 1377 such managers in underserved communities and intend to keep growing that number. Our managers have hosted more than 45,000 financial events with over 600,000 people participating.

    I have attended many touch point openings. The energy is vibrant. We’ve welcomed community leaders and small business customers who have expressed their pride and optimism regarding the significance of these touch points for their community. Our managers are consistently at the forefront and center of these events, fostering connections among people and cultivating new relationships.

    We understand that the sustainability of this effort hinges on measurable outcomes. Our company diligently monitors metrics such as the number of opened loan accounts, funded borrowers, the pace and scope of new small business loans, and various other indicators. This practice ensures that we not only attain results but also pay heed to feedback, allowing us to amplify our impact. Our specialised loans, designed to promote income generation, have gained significant popularity in rural and semi-urban markets, effectively addressing pressing financial requisites.

    Through our products such as the small income generation loans (Umeed, Pragati and Vikas) and Entrepreneurial loan (Udaan).

    Product Page Link: https://paisalo.in/home/products

    On instances of local entrepreneurs who have benefited from Paisalo’s brand film ‘Ab Rukna Nahi’ and these initiatives positively impacting their lives and the communities they operate in

    Our recently unveiled brand film, ‘Ab Rukna Nahi,’ showcases real-life stories of transformation that have the potential to rekindle hope and spark a growth mindset. It serves as an inspiration for individuals to overcome limits and succeed in their respective endeavors. Celebrating the action oriented spirit of Indians, this groundbreaking campaign cultivates a mindset of self-reliance, urging Indians to wholeheartedly embrace their potential to the fullest. The brand film is fueled by a genuine narrative of action oriented and unstoppable approach towards pursuing the small business goals.

    “From struggling to make ends meet to thriving in my business, Paisalo Digital Ltd changed my life forever,” shares Shashi.

    “My name is Shashi w/o Balvir and I run a small grocery store. For years, I struggled to make ends meet, barely earning enough to provide for my family. Later someone told me about Paisalo Digital Ltd, and it changed my life forever. I decided to take a chance and applied for a loan of Rs. 35,000. With this money, I was able to buy more inventory for my store and improve my business. And the results were almost immediate. My store started earning more money, and I was finally able to provide for my family in a way that I never thought possible. But it was not just about the money. This loan from Paisalo Digital Ltd gave me something even more valuable: hope. For the first time in a long time, I felt empowered and in control of my life. I was no longer just surviving; I was thriving. Now, my children can attend better schools, and I can provide them with the education they deserve. I am filled with gratitude for Paisalo Digital Ltd and the opportunity they gave me to improve my life. This experience has taught me that anything is possible if you have the courage to take a chance. It is easy to feel trapped in our circumstances, but we must never give up hope. With the right support and resources, we can overcome any obstacle and achieve our dreams. To anyone who may be struggling like I was, I urge you to take a chance and reach out to Paisalo Digital Ltd. They are more than just a financial institution; they are a source of hope and empowerment. Thank you, Paisalo Digital Ltd, for changing my life and giving me the opportunity to create a better future for myself and my family.”

    These endeavors have not only improved their lives but also uplifted the communities they serve, reflecting our commitment to empower individuals and drive positive change.

    For more testimonials, refer to this link – https://paisalo.in/home/livetouched

    On ‘Ab Rukna Nahi’ aligning with Paisalo Digital Ltd’s overall vision and mission and you envisioning on the film’s message resonating with both current and potential customers

    The recently formulated clear and concise purpose statement, ‘Ab Rukna Na,’ combines our values with our everyday business practices, elucidating how we have conducted ourselves for many years.

    While we take pride in our company and its pivotal role in driving economic growth, we recognise the significant advantages of being a purpose- driven organisation. Research has consistently demonstrated that companies with a strong sense of purpose achieve superior business outcomes and make a greater impact by prioritising the well-being of their customers, employees and shareholders.

    By documenting our purpose, our primary aim is to invigorate our employees, differentiate our company from competitors and inspire our organisation to foster innovation on behalf of our clients, colleagues and communities. We firmly believe that this clarity of purpose will propel us forward, enabling us to better serve our stakeholders and make meaningful contributions to their success.

    Celebrating the action-oriented spirit of Indians, the groundbreaking campaign, ‘Ab Rukna Nahi’ cultivates a mindset of self-reliance, urging Indians to wholeheartedly embrace their potential to the fullest. At Paisalo Digital Ltd, we wish to empower our customers through means (extend credit), communication and initiatives. The brand introduces a captivating campaign film that highlights the core motivation behind success, i.e. the continuous drive to take action. This notion reflects our belief that small business owners can sustain their enterprises for the long term, benefiting from lending and other resources.

    On additional components or initiatives associated with the ‘Ab Rukna Nahi’ campaign, such as workshops, events, or partnerships

    Commemorating the 77th Independence Day celebrations, we at Paisalo Digital Ltd undertook a significant step by launching an initiative aimed at enhancing women’s employment opportunities across states.  We are offering special assistance and added benefits to the first 77 women who apply to become a Paisalo customer service provider (CSP) across India. These women will be trained in offering banking services, provide financial literacy and financial inclusion in the country. This strategic move stands as a testament to the company’s commitment to championing and empowering women, encapsulating the spirit of the campaign.

    Being the lender of choice for all is our goal and we want everyone to feel welcomed here. And be able to contribute to our core mission to the best of their ability.

  • Mediker launches new campaign “Mediker On Juey Gone”

    Mediker launches new campaign “Mediker On Juey Gone”

    Mumbai: Mediker, an anti-lice treatment brand from FMCG major, Marico Ltd launched its new communication campaign – “Mediker On Juey Gone!”

    Lice infestation is a common problem for most households with young girls aged six to 15 years. According to a recent study conducted by IMRB, lice affect over 37 per cent of urban households in South & East regions and is an even bigger hair concern than dandruff*. The concept behind the ad film originates from a common worry among mothers regarding lice affecting their children’s hair, especially during school, at exam time & generally across Indian households, in hot and humid weather conditions.

    *As per Kantar IMRB Rider study’2020.

    The new communication attempts to educate consumers, that a mere lice comb is not enough to remove lice effectively. The conventional lice comb only targets the big lice, leaving behind small lice that stick to the scalp, inadvertently allowing further growth of their eggs and eventually new baby lice, which further become big and lay more eggs. Over time, this vicious cycle perpetuates, leading to a recurring problem.

    To address this persistent challenge, Mediker a market leader in anti-lice treatment, offers a safe-for-kids, doctor certified solution# Its breakthrough formula contains 100 per cent natural actives – Neem & Coconut, designed to break the life cycle of lice in just four weeks^.

    ^Use Mediker every Sunday for four weeks for effective lice removal #Mediker is clinically tested and safe to use. Basis Clinical Study, 2023

    Commenting on the importance of Mediker in the current context, Marico Ltd chief marketing officer Somasree Bose Awasthi stated, “Mediker’s new TVC encapsulates our commitment to providing effective solutions that address real-life challenges faced by our consumers Powered by 100% Natural Actives of Coconut & Neem, Mediker promises to solve the persistent issue of lice by breaking the life cycle from within thereby bolstering children’s self-assurance and overall well-being, something that is very important to every parent. We are thrilled to introduce this powerful solution that helps assure parents of their children’s well-being and nurtures healthy hair”.

    The TVC will make its debut in Telugu and Bengali, catering specifically to the vibrant markets of Andhra Pradesh, Telangana, and West Bengal. Through this compelling and informative brand film, Mediker aims to raise awareness about the comprehensive approach to lice removal and establish itself as a reliable partner in every family’s hair care journey.

    Speaking on the brand film, MYO founder Deepa Geethakrishnan said, “In a functional problem solution category, the big creative challenge was to demonstrate the expertise of Mediker while keeping the story authentic and something the mothers can instantly relate to, but with a smile”.

    Mediker is now available at all leading retail outlets pan India & e-commerce platforms such as Amazon, Flipkart.

  • Apollo Tyres celebrates the universal spirit of Raksha Bandhan

    Apollo Tyres celebrates the universal spirit of Raksha Bandhan

    Mumbai: Raksha Bandhan, the cherished festival that symbolises the bond of protection and care, is an occasion celebrated with zeal and fervor across India. This year, Apollo Tyres is delighted to unveil a heartwarming short film that captures the essence of Raksha Bandhan in a unique and inclusive way. “Raksha Bandhan is for everyone. Even Those Who Play the Part,” the film beautifully narrates a story that goes beyond the conventional notion of the festival. While Raksha Bandhan is widely known for celebrating the special connection between brothers and sisters, this film explores the profound meaning it holds for everyone, even those who seemingly play peripheral roles in our lives.

    In the film, a young girl embarks on her journey home on Raksha Bandhan day. However, her path takes an unexpected turn when she finds herself pursued by a truck, leaving her feeling uneasy. As fate would have it, her car suddenly breaks down, leaving her stranded in an isolated area along the highway. To her astonishment, the very truck driver she had apprehended as a potential threat emerges as her unexpected savior. Through their shared experiences and mutual support, they come to realize that the spirit of Raksha Bandhan transcends traditional boundaries, encompassing all who embody its essence.

    The film beautifully encapsulates how the festival resonates with people from all walks of life, reaffirming the belief that the spirit of protection knows no boundaries. Apollo Tyres, a brand synonymous with quality and performance, seeks to emphasise that the essence of Raksha Bandhan is deeply embedded in its commitment to ensuring safety and security on every journey.

    Join Apollo Tyres this Raksha Bandhan in embracing the true spirit of the festival – one that encompasses not only blood relations but also those who play significant roles in our lives. Let us remember that “Raksha Bandhan is for everyone. Even those who play the part.”

  • KFC India says ‘Isse Samjho Mat, Bas Khao’ in new campaign

    KFC India says ‘Isse Samjho Mat, Bas Khao’ in new campaign

    Mumbai: Some things in life can’t be understood. They just need to be loved. Like KFC India’s all chicken, no bun ‘Double Down Burger’. In KFC India’s latest campaign for the limited edition double down burger, Colonel Sanders has one clear message for chicken lovers – ‘Issey samjho mat, bas khao’. There are no questions to be asked about the Double Down Burger, and nothing else to be done except to indulge your cravings.

    KFC India & partner countries CMO Aparna Bhawal said, “Innovation, while being distinctive, is at the core of everything we do at KFC. When you talk to any chicken lover, they’ll tell you that more is more! The limited edition all chicken, no bun Double Down Burger is for this tribe. It is an offering where you just satisfy your cravings, no questions asked! Like the OG Colonel Sanders says in the new campaign, “isse samjho mat, bas khao”. We are already seeing great offtake for the Double Down Burger, as chicken lovers across the country indulge in this cult product.”

    The TVC features a set of identical twins, staring at the double down burger in front of them in amazement. There’s a volley of questions as they try and decode the all-chicken, no-bun burger in front of them. “Bro, cheez kya hai ye?”  asks the first, to which his twin replies “Bro, ye kya hai cheez?”  

    One insists “upar chicken, neeche bhi chicken”, while the other is convinced that the Double Down Burger has “neeche chicken, upar bhi chicken”. They debate on whether “chicken hi bun hai” or “bun hi chicken hai”. To which, the iconic Colonel Sanders playfully tells them that “yehi toh fun hai”.

    Ogilvy India CCO, North Ritu Sharda said, “The campaign idea came from the name itself. Double Down. And that’s what we played with. The double irony of a set of twins, discovering the marvel of the Double Down Burger in a really fun, crazy, way. To quote a dialogue from the film “Upar chicken, neeche bhi chicken! Nahi re. Neeche chicken, upar bhi chicken!” Which one is it really?”.

    The limited edition KFC double down burger has two juicy chicken fillets with delicious sauces (spicy & creamy dynamite mayo and sriracha), and crunchy veggies in between.

    The campaign will run on TV and digital platforms, along with a robust 360-degree plan.

  • MS Dhoni’s heartwarming father-daughter bonding in Zed Black TVC: ‘Mann Ki Shanti'”

    MS Dhoni’s heartwarming father-daughter bonding in Zed Black TVC: ‘Mann Ki Shanti’”

        Mumbai: Zed Black, a leading incense sticks brand, is thrilled to announce the launch of its latest TVC campaign for Zed Black 3-in-1 premium incense sticks featuring the cricketing legend and former captain of the Indian cricket team, MS Dhoni. The campaign aims to emphasize the importance of incorporating daily prayers into one’s routine for a balanced and fulfilled life.

    In today’s fast-paced world, where individuals often find themselves consumed by various commitments and responsibilities, the act of taking a moment to connect with oneself through prayer can be immensely grounding. Zed Black’s continued collaboration with MS Dhoni as a brand ambassador for the last six years seeks to encourage people to pause, reflect, and engage in a practice that fosters inner peace and spiritual well-being.

    “Mann Ki Shanti” is not just a TVC campaign; it’s a heartfelt endeavour to bring attention to the value of daily prayers in maintaining mental and emotional equilibrium. Dhoni, known for his exceptional leadership and unshakeable composure, resonates with the campaign’s message on multiple levels”, shared Mysore Deep Perfumery House & Zed Black director Ankit Agrawal.

    The TVC showcases Zed Black and MS Dhoni sharing a timeless message for all. In the latest TVC, the cricketing legend assumes the role of a doting father sitting for prayers as his playful daughter comes running. Dhoni emphasizes with a smile the importance of a regular prayer for ‘Mann Ki Shanti’. Dhoni, besides being a cricket legend, is also a complete family man. He does a perfect job of conveying the sentiment for all households. Add to this his legendary cool vibes and a relaxed smile, the message hits home!

    Zed Black TVC campaigns have always struck a chord with the masses & netizens. Be it the gamechanger commercial where the captain cool was spotted sporting a retro jersey look on the field for its flagship campaign ‘Prarthna Hogi Sweekar’ or MS Dhoni sharing the importance of viral prayers in a guruji avatar last festive season. Likewise, through this latest campaign, Zed Black aims to spark conversations around the benefits of incorporating daily prayers as a means to achieve balance and mental clarity.

    “We are honored to collaborate with MS Dhoni yet again, a true icon who embodies resilience and strength,” said Mysore Deep Perfumery House & Zed Black director Anshul Agrawal. “As a brand, we are committed to promoting holistic well-being, and we believe that this campaign will inspire individuals to carve out time for daily prayers, nurturing their spiritual growth.”

    The hallmark of Zed Black’s success lies in its commitment to sustainable manufacturing practices. Zed Black’s manufacturing unit, based in Indore, Madhya Pradesh has made history by becoming the world’s largest solar-powered raw agarbatti production facility. The company has successfully scaled its production capacity to an astounding 3.5 crore incense sticks per day, positioning itself as a major player in the global market. The company is today amongst the top three agarbatti manufacturers in the country.

    Conceptualised by Oberoi IBC the TVC will be promoted through a 360-degree approach across news & GEC channels for the festive season and will be accompanied by a robust social media and online engagement strategy, encouraging viewers to share their own experiences with daily prayers using the hashtag #MannKiShanti.

    MDPH has a plethora of top-notch quality products under its own household brands in categories such as agarbatti, essential oils, hand sanitizers, packaged tea, dhoop batti, confectionery, and more under its premium bestseller flagship labels Zed Black, Manthan, Samarpan, Orva and Din Din.

    Founded in 1992, at the heart of MDPH is its 4,000-plus workforce, of which 80 per cent are women who are involved in all aspects of incense sticks manufacturing–from perfume making to packaging. The company processes over three crore incense sticks every day at its 9,40,000 sq. ft manufacturing facility in Madhya Pradesh, comprising of four factories. It has in its kitty over 1,200+ products that are exported to over 40+ countries across six continents and 15 lakh packs of Zed Black incense sticks are sold daily.

  • Valencia CF and PUMA transform the city’s bus shelters into replicas of Mestalla

    Valencia CF and PUMA transform the city’s bus shelters into replicas of Mestalla

    Mumbai: Thanks to one of the most innovative marketing campaigns of the summer, residents of the city of Valencia have become very aware of the launch of the new Valencia CF home and away kits for the 2023/24 LALIGA EA SPORTS season. The club collaborated with the city and with Puma, its official kit supplier, to transform a number of bus stops and to make them Mestalla-themed.

    The walls and roofs of the selected bus shelters were decorated to make these bus stops look and feel like the stands of Mestalla, complete with seats like the ones in the stadium’s stands. The 2023/24 Valencia CF kits were also displayed at these bus stops, with lights even highlighting the new designs at nighttime.

    The initiative came about thanks to PUMA’s close collaboration with the club. As the kit manufacturer explained: “Each season’s launch of the new Valencia CF kits is planned with several objectives in mind: to present the new kits to Valencia CF fans in an original, different and eye-catching way, connecting sentimentally and emotionally; to maximise the visibility of these kits with actions that have great repercussion and impact at a local level, trying to integrate the fans in some way into that experience so that they become part of it; and to get involved with the club, the city, its people and its traditions and customs. We believe that the sum of all these points helps to improve the perception of the new kits and increase the willingness to acquire them.”

    The fans of the club were definitely made to feel involved, while men’s team player Thierry Rendall and women’s team player Marta Carro also visited one of the Valencia CF-themed bus shelters to enjoy the unique experience. Discussing the initiative, Thierry Rendall said: “I think it’s a very good idea, as the fans can feel like they’re at Mestalla, even inside the dressing room as if they were players.”

    In the words of the club: “Bringing Valencia CF out of the stadium with this marketing campaign and into moments in our fans’ daily lives, such as waiting for the bus or taking a walk through the city centre and finding a representation of Mestalla, is something that reinforces our emotional connection with the fans. It’s a shot of identification.”

    The club continued: “The same reaction that we saw in Thierry Rendall and Marta Carro when they saw the themed bus stops is what we’ve noticed in our fans and also in the tourists who visit Valencia at this time of year. They can enjoy an exciting and different experience while discovering all the secrets of our jerseys, which are on display at the bus stops. The action has been very well received in the media, giving great exposure to the club and PUMA, as well as among our fans.”

    Valencia CF and PUMA: A partnership based on constant collaboration

    This is simply the latest example of Valencia CF and PUMA working together to ensure fans of Los Che know about and are excited about the arrival of the new kit. In previous years, they’ve organised other street marketing campaigns, such as placing giant replica shirts around the city or organising photo machines with QR codes to allow fans to download an image of themselves wearing the new shirt. Last season, they even worked together on a New York streetstyle photo shoot in front of some of the most iconic landmarks of the Big Apple, making an impact in that international market.

    On the partnership, the club said: “Every year, together with PUMA, we carry out actions that usually involve the DNA and life of the city to present our shirts. This season they have very strong narratives: a tribute to the Mediterranean lifestyle (Home Kit); a concept of design, creativity and the future projection of our city (Away Kit); and a nod to the streets of the city of Valencia with a representation of the neighbourhood that surrounds Mestalla (Third Kit). We feel that the street marketing campaign of Valencia CF and PUMA is more and more appreciated each year, achieving greater identification from our fans.”

    It’s not just in summer at the time of the kit launch that the marketing departments of Valencia CF and PUMA work together. “The connection and work with PUMA is daily, so that the garments made for the club, the stores and all the merchandising breathe the VCF identity,” the club’s marketing and commercial director Jorge García pointed out.

    The club added: “Our way of working is based on fortnightly meetings, and thanks to a consolidated dynamic between both teams. Working with technical brands on a long-term basis – we’ve been with PUMA for five seasons and are building a great relationship – allows clubs to share with them the club values and culture, which leads to fans perceiving the stores as spaces where the shopping experience is very emotional.”

    By converting daily spaces such as bus stops into another source of pride for Valencia CF supporters, the club has certainly made an emotional impact with its fanbase with this year’s kit launch.

  • Moneycontrol launches #BullishOnIndia campaign

    Moneycontrol launches #BullishOnIndia campaign

    Mumbai: Moneycontrol, India’s leading markets and finance platform, has launched the ‘Bullish On India’ campaign to showcase India’s rising economic might, as it emerges stronger from the pandemic amid a sluggish world economy.

    The campaign aims to analyse the key drivers of India’s economic growth while fostering awareness about the unparalleled potential the nation offers at a time of a global economic slowdown.

    ‘Bullish On India’ will put a spotlight on India’s vast economic landscape to provide investors, businesses, and readers with comprehensive insights into the factors propelling India’s growth trajectory. With detailed analysis of macroeconomic factors like manufacturing, demography, economy, markets and India’s rising stand in the global leadership, ‘Bullish on India’ has been presented as a data backed campaign that underlines India’s resilient economic growth in a world grappling with recession.

    The platform has also launched an eBook which evaluates the main factors influencing India’s economic growth while raising awareness of the unprecedented potential the country has to offer.

    With the nation set to become the third largest economy soon, the campaign captures various facets of India’s growth story through a unique editorial series, which will see contributions from leading names from finance and policy.

    The campaign has also drawn applause from both India Inc and the government.

    Prime minister Narendra Modi reacting to Moneycontrol’s ‘Bullish on India’ campaign on 19 August called India’s economy a beacon of hope amidst global challenges. He remarked that the future holds promise, due to the nation’s steadfast determination.

    He also emphasised how important it is to continue on this upbeat path and ensure the well-being of the country’s 1.4 billion people.

     

     

    Congratulating Moneycontrol on launching the #BullishOnIndia campaign, minister of commerce and industries Piyush Goyal said, “Optimism is in the air and spirits are high, there is a newfound confidence in India. Thank you, Moneycontrol for your support to this optimism. I am an optimist, I believe each one of you is equally optimistic, equally confident, equally ready, and willing to fulfil your duties to make India the global superpower, make India amongst the top three economies of the world, and ensure that every Indian has a better future. Our generations ahead will remember this generation as the people who created the India story.”

     

     

  • Find out ‘What’s new on the menu’ with the Philips Airfryer’s latest campaign

    Find out ‘What’s new on the menu’ with the Philips Airfryer’s latest campaign

    Mumbai: Airfryer brand- Philips Airfryer has launched its new campaign ‘What’s new on the menu’ challenging the common misconception about the limited usage of the gadget when it comes to creating Indian recipes. The campaign emphasises on the appliance’s versatility in the Indian setting, showcasing a variety of traditional, everyday dishes that can be expertly and easily prepared using the Philips Airfryer.

    The campaign comprises three films which have been pivoted around some of the most basic ingredients like ‘besan’ (chickpea flour), chicken and readily available vegetables such as ‘gobi’ (cauliflower) that can be found in today’s kitchen and Philips Airfryer’s ability to turn them into appetising recipes. While the first film depicts two girls at the supermarket being amazed at the amount of recipes that can be churned out using ‘Gobi’ (cauliflower), the second commercial captures flatmates discussing the variety of dishes that can be made with leftover ‘besan’ (chickpea flour) and the last one showcasing a couple awakened by a hen’s clucking sound when the half-asleep husband begins with a monologue on chicken based munchies. All the flavours culminate into the Philips Airfryer, transforming everyday cooking into a wholesome experience.

    The films conceptualised by Lowe Lintas, also captures the Philips Airfryer’s unique rapid air technology which provides 360-degree cooking results, allowing users to explore a variety of dishes while cooking with up to 90 per cent less fat.

    Commenting on the new campaign, Versuni India Home Solutions Ltd (formerly known as Philips Domestic Appliances) chief marketing officer Pooja Baid said, “The essence of our campaign lies in inspiring more and more Indian households to use the Philips Airfryer in everyday cooking. The idea was to showcase its versatility even with the most ordinary ingredients that can be found in our kitchen’s today along with encouraging our consumers to explore a wide array of homegrown delicacies from crispy snacks to hearty meals, prepared in a healthier and a more convenient way. Our endeavour continues to be to establish Philips Airfryer as the new way of cooking for Indians.”

    Lowe Lintas regional creative officer Vasudha Misra added, “These commercials could have easily been for a food delivery service, or for a flavour-enhancing masala. Which is actually the point! An Aifryer commercial that breaks the codes of a typical Airfryer commercial. Whether it be showing college-going girls, or mouth-watering non-vegetarian dishes being prepared. Which we hope will help Philips Airfryer reach out to new and old audiences by making them look at the product in a new light. Of course, that the commercials also make you giggle, or chuckle, or (dare we hope) laugh, doesn’t hurt either.”

    The campaign will go live across digital, TV, and OTT platforms.

  • Cadbury Bournvita unveils new campaign ‘Faith Not Force’

    Cadbury Bournvita unveils new campaign ‘Faith Not Force’

    Mumbai: Cadbury Bournvita has launched a new campaign film, titled “Faith, Not Force,” with a strong reminder for society to recognise and nurture every child’s individual potential.

    Conceptulised by Ogilvy Mumbai, the campaign is a movement that aims to enlighten parents to take notice of their children’s true talent instead of forcing them into preset career moulds. It is supported by a high-decibel 360-degree marketing campaign, including print activations, partnerships with leading social media platforms, and influencer engagement.

    As a society, we’ve always dictated what our kids’ futures should be. Even though we have their best interests at heart, we force our kids towards a particular profession, often ignoring their natural inclination and talent.

    And to demonstrate this in a manner that registers and drives the point home, the brand has decided to do something audacious. It transformed the iconic Bournvita Jar, found in every household, and forced the jars to become something they weren’t destined to be—a toilet cleaner jar, an egg box, a tissue paper box, a glass cleaner bottle, a ketchup bottle, a soap box, a cooking oil bottle. These jars contain Bournvita powder inside them but don’t look like the Bournvita jars they were meant to be.

    The intent is to shock consumers when they reach out for the iconic Bournvita jar at shopping aisles and our direct-to-consumer website and notice these strange-looking packs, to help them draw a parallel to situations when children are also forced to follow a predetermined path that may work for others but may not be true to the child’s individual potential.

    The Bournvita Forced Packs are available at select Star Bazaar outlets as well as online. By bringing these jars home and sharing their pledge, parents can demonstrate that they, too, are opposed to forcing children and support “FaithNotForce.”

    For the launch, Cadbury Bournvita has partnered with Star Bazaar to feature the shocking avatar of jars in select stores and capture shoppers’ reactions in real-time.

    Commenting on the campaign, Mondelez India GCBM director of marketing Vikasdeep Katyal said, “Over the last seven decades, Cadbury Bournvita has successfully built a strong bond with parents by delivering on nutritional needs. While society continues to view career options as having a narrow range, we recognised the need to encourage parents to relieve themselves of the burden of passing on the same career choices to their children. Our idea is built on the simple premise of not overlooking a child’s true potential, and we are confident that the innovation in terms of the packaging will help parents take notice of the campaign along with the “FaithNotForce” pledge on www.thebournvitastore.in. We sincerely hope to gain support in our attempt towards instilling faith and celebrating every child’s uniqueness.”

    Speaking on the thought-provoking campaign, Ogilvy India chief creative officers Harshad Rajadhyaksha and Kainaz Karmakar said, “It took a long time and many test runs before we could get this project to the floor. Right from idea to execution, our creative team, Akshay Seth and Chinmay Raut, and the larger Bournvita team at Ogilvy have spared no effort. From the birth of the idea to planning the campaign ecosystem, designing the packs and e-commerce page, it has been an exciting journey. When people around saw the idea, the emotions it evoked was all the proof we needed, that we’ve hit upon a truth that needs to be told. Forced packs is an intervention; to stop pushing our ambitions onto our children.”

  • Reverie Language Technologies’ video campaign appeals for language equality

    Reverie Language Technologies’ video campaign appeals for language equality

    Mumbai: Reverie Language Technologies, a leader in Indian language localisation and user engagement technology solutions, has launched a video campaign to raise awareness about India’s digital language divide.

    Today, enterprises want to engage with the next billion digital citizens, but a majority of the non-English-speaking Indian population may find the internet has little to offer in the languages they speak at home. Reverie is bridging this gap with its state-of-the-art technology, powered by AI and ML, by providing all 22 official Indian languages with a presence on the Internet.

    The video highlights how most of the Indian population is unable to fulfil even their fundamental rights like the right to education and the right against exploitation because the internet is really siloed for them.

    The brand campaign is headlined by a video delineating how demarcated the Indian internet is for Indian language-literate Indians, limiting basic rights for almost 90% of the population.

    The New Education Policy 2020 recognises all Indian languages as ‘Bharat Bhasha’ and acknowledges the role of mother tongues in schools as a cornerstone in enabling access, retention, and preventing dropouts. Reverie Language Technologies aims to facilitate this by ensuring that the content is contextually localised, keeping in mind the aesthetics of Indian languages.

    “The video campaign is our humble effort to bring out that while the growth of the Indian Internet rides on our Indian-language literate digital citizens, the kind of Internet they deserve is a far cry. If we view the larger picture, the citizens are either categorised as browsers or ones that depend on OTP or QR verification, depriving them of the seamless Internet that English-literate citizens experience. Despite the massive strides India has made in the digital world, our natively literate citizens are still struggling to bridge the digital language divide and reap the benefits of the Internet and all it has to offer. Significant changes will not occur if languages on the Internet are not implemented through India-owned standards for our native languages. Through our campaign, we hope to build an equitable Internet for India,” said Reverie Language Technologies co-founder and CTO Vivekananda Pani.

    Amongst the nine pillars the government’s vision of a ‘Digital India’ infrastructurally thrives on are data, devices, and languages. With the advent of smartphones and cheap data plans, the first two have been achieved. However, language equality is the key to digital transformation – it must be accessible without any entry or engagement barriers.

    Imbalances in the information available in different native languages online affect who and what gets represented, and by whom. By partnering with businesses and government organisations, Reverie is filling this void by retaining the essence and nuance of all 22 official Indian languages across industries such as banking, fintech, education, healthcare, and gaming.