ITV

Tag: communication strategies

  • Priyanka & Suresh Raina’s ‘maate’ announces integrated marketing partnership with Laqshya Media Group

    Priyanka & Suresh Raina’s ‘maate’ announces integrated marketing partnership with Laqshya Media Group

    Mumbai: Laqshya Media Group has won the integrated marketing mandate for ‘maate,’ a premium babycare brand co-owned by Priyanka Raina and legendary cricketer Suresh Raina, in a multi-agency pitch. The group will be entrusted with 360-degree marketing duties, including OOH, TV, print, radio, digital, PR, live experiences, and beyond, for the brand.

    “We are delighted to partner with one of India’s most innovative marketing communications groups, Laqshya Media, as we strive to make ‘maate’ the premium and safe choice for mothers and babies worldwide. The agency resonates with our vision and has innovative ideas and communication strategies that will enhance brand awareness and establish the brand as a front-runner in the premium baby care segment. maate has grown organically on its own so far, but with Laqshya on board, we are hoping for more targeted marketing and to speed up our expansion plans. As a truly homegrown brand, ‘maate’ is committed to ensuring a superior and safe experience for new mothers and babyhood,” said maate co-founder Priyanka Raina.

    On this occasion, Laqshya Media Group managing director Alok Jalan said, “We are thrilled to join hands with ‘maate’ and are truly excited to work in this growing baby care category. ‘maate’ is among the few companies in the segment that have exhibited a long-term vision and have developed very premium and safe products for baby care. As a 360-degree marketing agency, Laqshya Media Group is committed to crafting out-of-the-box, purpose-driven integrated campaigns to build strong brand awareness and CTAs.”

    The development comes after ‘maate’ revealed a new brand identity to reaffirm its commitment to motherhood and foster a connection with couples who have recently become parents. It has also recently forayed offline with the launch of its entire range of products across Delhi NCR.

    Launched in 2019, ‘maate’ is a truly homegrown brand. When Priyanka Raina returned from Amsterdam to India after becoming a mother, she could not find safe and effective baby care products in the Indian market. This led to the birth of ‘maate,’ a consciously designed 360° wellness brand. All ‘maate’ products have been formulated with the highest quality natural ingredients after years of research and are completely safe and effective for babies. Motherhood is at the core of the company’s essence.  ‘maate’ products are completely natural, toxin-free, vegan, and cruelty-free. Inspired by the luxury of nature, the brand aims to bring the potency of the highest quality natural ingredients into an improved formulation through constant research and innovation.

  • Nearly 80% of urban consumers use ecomm portals for online product research: GroupM report

    Nearly 80% of urban consumers use ecomm portals for online product research: GroupM report

    Mumbai: WPP’s GroupM and Wunderman Thompson in partnership with Amazon Ads launched the ‘Content Strategies for the New-age Digital Consumer’ playbook. According to the report, nearly 80 percent of urban internet users in India use ecommerce portals for online product research, and 25 percent of them visit ecommerce portals for product research even for their offline purchases. 350 million Indian consumers are expected to make a purchase online in 2025, as per an MMA-GroupM report, which is a steep jump from 150 million online buyers in 2020.

    The playbook seeks to be a complete guide for building content/ creative communication strategies for the touchpoints in ecommerce networks, with the aim to help marketers and agency professionals in making efficient decisions around revamping their online content strategies. It covers key reasons why brands should have a separate communication strategy for ecommerce touchpoints. It also touches on ideas around content and engagement strategies to efficiently drive visibility and recall with millions of ‘intent’ consumers.

    GroupM South Asia president – growth and transformation Tushar Vyas said, “Brands have aimed to reshape their marketing strategies considering the consumer behaviour transformation that has taken place in the last two years. Before digital started dominating our lives, consumers preferred going to stores to make their purchases; but today, be it any commodity, it’s fascinating to see consumers doing thorough research online and then buying things online or going to stores. Digital Consumers are increasingly spending more time on emerging digital platforms and hence there is a need for a separate communication approach, which is why we’ve come up with this playbook with Amazon Ads and Wunderman Thompson to help marketers build stronger consumer connections.”

    The pandemic saw several long-term lifestyle and consumption changes in the last two years. All these changes, adaptations, and revelations took place with the massive rise of digital convenience. Be it researching, purchasing products or buying services like insurance, digital platforms have now become crucial partners. These ‘Digital consumers’ are more informed, participative, well-employed and more affluent than the average internet users in India. They have diverse interests and an evolved lifestyle and they rely on ecommerce networks for their product research and shopping needs.

    Wunderman Thompson South Asia chief digital officer Manoj Mansukhani said, “We saw an exponential growth of consumers moving to online shopping during Covid-19. The trend only continues to grow as more customers are coming online to shop from Tier 2 and Tier 3 cities. With marketplaces like Amazon becoming the first port of call for product searches, brands need to develop a separate content strategy to help engage with customers on these platforms. The playbook with Amazon Ads and GroupM showcases ideas for brands to help build the right communication strategy with consumers on these platforms.”

    Amazon Ads India director-ad sales Vijay Iyer commented, “Digital Channels are now an inseparable part of our lives and have forever changed why, how, what and where we buy. Ecommerce marketplaces are playing a crucial role in not just aiding, but shaping the brand and product discovery. Marketers have the unique opportunity to build connections with customers through an immersive content experience rather than restricting themselves to “advertising real estate”. This playbook will help marketers and agency professionals get ideas for building customized content marketing strategies for ecommerce touchpoints.”

    The playbook leverages audience intelligence resources to help understand a brand’s TG better through product research/shopping based deterministic affinity signals. It also covers content marketing levers for building integrated experiences and establishes retail readiness with optimal detail pages and innovates with immersive and integrated experiences through Stores.