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Tag: E-commerce

  • Kit Global dials into Telegram Ads as official partner in India

    Kit Global dials into Telegram Ads as official partner in India

    MUMBAI: Talk about sending the right message. Kit Global has become the official partner for Telegram Ads in India, giving advertisers direct access to the fast-growing platform’s unique ad solutions.

    The international 360 degree marketing player is promising brands a smoother ride into Telegram territory with perks like local onboarding, multilingual support and real-time market insights. For marketers weary of crowded feeds and banner fatigue, Telegram’s opt-in channels are pitched as a fresher, cleaner way to reach audiences who actually want to hear from them.

    “At Kit Global, we’ve always been proud to be at the forefront of market change. We embrace innovation rather than relying on what’s already known,” said chief executive, Olga Dulinskaya. She added that the tie-up gives clients confidence that every campaign rides on opportunities designed for today’s fast-changing digital world.

    For Telegram, the move could broaden its appeal among Indian advertisers eager to cut through the noise. Instead of chasing disengaged scrollers, brands can speak directly to niche, interest-led communities. For Kit Global, which already runs high-performing campaigns across fintech, gaming, e-commerce and entertainment, the partnership reinforces its positioning as a future-ready marketing outfit.

    As India and Southeast Asia power the next wave of internet growth, Kit Global is betting that Telegram Ads will be a channel worth watching. After all, when it comes to winning engagement, sometimes it pays to be on the same wavelength.

     

  • Keval Parekh cuts through the clutter with promotion to GM – eBusiness at Victorinox India

    Keval Parekh cuts through the clutter with promotion to GM – eBusiness at Victorinox India

    MUMBAI:  After over 15 years of sharpening Victorinox India’s digital chops, Keval Parekh has officially levelled up—taking charge as general manager – eBusiness at the premium Swiss brand’s Indian operations.

    A mainstay at Victorinox since 2010, Parekh has played a pivotal role in scaling the brand’s online presence—liaising with e-commerce giants, crafting sleek digital campaigns, and securing B2B deals with multinational corporates. From handling marketplace strategy to steering website development, he’s been the digital Swiss army knife the brand needed.

    Before his Victorinox innings, Parekh built his financial edge at ICICI Bank, where he drove forex solutions for multinationals and managed rural micro-banking initiatives. Earlier stints at Kewal Kiran Clothing and Print Electronics gave him his grounding in retail and B2B sales.

    Now, as GM – eBusiness, Parekh’s challenge will be to take Victorinox’s digital operations to the next gear—navigating a cluttered marketplace with the brand’s signature precision and flair.

    The message is clear: Victorinox isn’t just about sharp blades—it’s now about sharper digital growth.

  • AFAA turns the spotlight on brilliance in advertising

    AFAA turns the spotlight on brilliance in advertising

    MUMBAI: The Asian Federation of Advertising Associations (AFAA) is turning up the creative heat with the return of its Brilliance Awards, inviting entries for its highly anticipated second edition. With ten top advertising categories in the spotlight, the awards aim to honour campaigns that don’t just win trophies but genuinely build brands.

    “Awards should celebrate advertising that works, not just ads made for awards,” said AFAA chairman Srinivasan Swamy. “That’s why our jury—comprising top advertisers from across Asia—will focus on real brilliance, the kind that makes an impact in the real world.”

    After a resounding response to its inaugural edition, the Brilliance Awards 2025 are now open for submissions across categories such as automotives, banking, consumer durables, food & beverages, e-commerce, fashion, pharma, real estate, telecom, and travel. Brands and agencies can submit their entries online before the deadline on March 31, 2025.

    In keeping with AFAA’s ethos that true creativity is priceless, there’s no entry fee, only a stage to showcase work that truly shines.

  • “AI-powered influencers are reshaping brand engagement” – Vinit Karnik

    “AI-powered influencers are reshaping brand engagement” – Vinit Karnik

    MUMBAI: The advertising landscape in India is on the brink of its most transformative year yet. With AI taking over marketing workflows, quick commerce redefining e-commerce, and connected TV (CTV) gaining an unprecedented foothold, brands are scrambling to stay ahead. The latest forecast from GroupM’s TYNY report outlines the trends that will shape 2025, and let’s just say, if you’re not innovating, you’re falling behind.

    AI agents take the wheel

    The machines are here, and they’re not just running ads—they’re planning, activating, and measuring entire campaigns. The rise of sophisticated AI agents will automate scheduling, reporting, and even basic content creation, freeing up human marketers to focus on strategy. By late 2025, expect AI-powered agents to handle customer service, hyper-personalised advertising, real-time campaign optimisation, and even vernacular content creation at scale.

    GroupM south Asia CSO Parthasarathy Mandayam (Maps) stated, “As consumer behaviour grows more complex, marketing measurement is rapidly evolving. With data privacy driving change, traditional analytical models are integrating AI and real-time analytics for better accuracy. Brands are adopting unified measurement frameworks to make smarter decisions. In 2025 we also see a rapid adoption of AI agents, going beyond automation and productivity enhancement to transform areas like customer service, vernacular engagement and real-time campaign optimisation.”

    GroupM south Asia CSO Parthasarathy Mandayam

    Quick commerce rewrites the e-commerce playbook

    E-commerce in India is growing at breakneck speed, and quick commerce (Q-commerce) is its turbocharged engine. The online digital commerce market is projected to touch Rs 167,000 crore by 2028, making up 9-11 per cent of total retail GMV. India’s advertising industry is keeping up, with ad revenue expected to reach Rs 1,64,137 crore in 2025, growing by 7 per cent. Digital media alone will account for 60 per cent of all advertising, an 11.5 per cent jump from last year.

    GroupM India president – data, performance, and digital products, Atique Kazi explained, “The convergence of brand and retail media is rapidly shaping a unified ‘One Commerce’ ecosystem. Marketers are quickly pivoting to connected commerce outlook bridging multi-channel commerce approach and how media investments in one channel influence or cannibalise the other. As quick commerce promises instant delivery and purchase gratification, it has also pushed the marketers and agencies to be quicker, agile, nimble, and war-footed.”

    GroupM India president – data, performance, and digital products, Atique Kazi

    Q-commerce brands are also experimenting with time-based advertising. Morning ads for dairy, late-night campaigns for desserts, and weekend promotions for snacks are becoming the new norm. As for marketing costs? “CPMs on Q-commerce can rival IPL rates,” the report notes, urging brands to negotiate smarter and automate their ad buys.

    CTV’s big leap

    India’s CTV (Connected TV) market is exploding. By 2025, over 65 million households—or 30 per cent of India’s TV viewers—will be watching content via CTV, making it a goldmine for hyper-personalised and programmatic advertising.

    “CTV has got the eyeballs; however, advertising spends haven’t matched the viewership in comparison to the audience reach it holds. Live sports have been an exception. The unlock for 2025 is not to get caught in measurement; blending strategies that are device-agnostic is key,” said Kazi.

    Advertisers are also getting smarter with CTV ads. From leveraging advanced ACR (automatic content recognition) data to hyper-target users based on past viewing habits, to innovating with interactive ad formats, CTV is redefining TV advertising. However, measurement remains a pain point. “A dual measurement approach is necessary until we get a unified industry standard,” experts suggest.

    Data privacy

    With India’s Digital Personal Data Protection Act coming into play, data clean rooms are becoming indispensable. These secure environments allow brands to collaborate on audience insights without directly sharing data. By integrating tools like Google’s audience data hub and Amazon marketing cloud, brands can now measure campaign effectiveness while keeping consumer privacy intact. Digital is expected to drive 60 per cent of India’s ad growth in 2025, accounting for Rs 10,225 crore of incremental advertising.

    GroupM Nexus president Priti Murthy highlighted, “With the rise of data clean rooms, marketers are now unlocking deeper audience insights while maintaining consumer trust—transforming data collaboration in a way we’ve never seen before. From enriched audience data and targeting to advanced analytics opportunities, we see DCR transforming marketing.”

    GroupM Nexus president Priti Murthy

    AI disrupts search

    Google searches as we know them are changing, thanks to generative AI. Instead of clicking through multiple links, users are getting AI-generated answers directly in search results. This is a game-changer for SEO, forcing brands to focus on structured content, semantic SEO, and featured snippets to stay visible.

    “Performance marketing will no longer be about driving clicks but about owning conversations, influencing AI-driven content discovery, and ensuring brands remain top of mind in a world where traditional SEO is being rewritten,” added Murthy.

    Influencers, but make them AI

    The influencer marketing game is getting a digital facelift. AI-powered influencers are gaining traction, offering consistent brand messaging, 24/7 availability, and endless scalability. Unlike human influencers, they don’t age, don’t demand higher pay, and don’t get involved in scandals (at least not yet).

    GroupM south Asia head of sports, esports, and live entertainment, Vinit Karnik noted, “The rise of AI-powered influencers is revolutionising how brands engage with audiences, blending technology and creativity to drive authentic, scalable interactions. As India’s 750 million smartphone users consume more immersive content, AR-driven campaigns are already delivering up to three times higher conversions for brands.”

    GroupM south Asia head of sports, esports, and live entertainment, Vinit Karnik

    With these seismic shifts in advertising, brands must embrace AI, double down on data privacy, and rethink their media strategies. The future belongs to those who can balance automation with creativity, scale personalisation without breaching privacy, and engage consumers across multiple channels.  

  • 2024: The year that was – A snapshot of the snacks & sweets segment

    2024: The year that was – A snapshot of the snacks & sweets segment

    MUMBAI: Snacks are some small nibbles you munch on just to satisfy your cravings sometimes. But it’s no surprise that consumption has surged in a big way  – in fact the growth has been unprecedented – in 2024. The increasing population, growing incomes of people, and the shifting priorities of consumers are increasing the demand for snacks. 

    According to a report by global market research group, Imarc  the Indian snacks market was valued at ?42,694.9 crore in 2023. It is expected to swell dramatically by more than doubling by 2032, reaching ?95,521.8 crore. 

    This impressive growth is being driven by consumers’ love for convenience, the increasing role of e-commerce, and improved food safety standards.

    festivals increasing demand

    Festivals Lead to Increased Demand

    The festive season brings  joy not only to consumers but also to the FMCG brands. During this time of the year, gifting, celebration, and indulgence in snacks and sweets are synonymous.

    Many brands launched new products this year and created special hampers to meet the festive demand with variety and innovation.

    According to logistics intelligence platform for online retailers Clickpost’s report, online sales in this year’s festival season surged by as much as 49 per cent through tier-2 and tier-3 cities. And for brands, it’s probably the perfect opportunity in recent times to garner new customers, boost sales, and even better their market reach in those relatively smaller towns and cities.

    Kush Aggarwal

    Rural Growth and online expansion

    Rural areas are now an important part of the growth of FMCG brands. NielsenIQ data reports that rural markets expanded by six per cent in the Q3 of 2024, a rate greater than that of urban areas, which grew at 2.8 per cent. Small producers, however, also appeared to recover, playing a big role in the overall growth of the industry.In the meantime, the e-commerce expansion has shaken the snack and sweets industry. In the past three years, India has acquired 125 million online buyers and expects to add 80 million more by end-2025. This trend is increasing the accessibility of snacks and sweets throughout the country by improving convenience and availability more than ever.

    Swiggy delivery
    Consumer Trends Shaping the Industry

    Consumer preference is one of the major drivers of innovation in the snacks and sweets segment. Younger generations (Genz, Gen Alpha),  along with the influence of western eating patterns, are raising the demand for quick, ready-to-eat options. Sustainability too is gaining priority. On the other hand, brands are adopting eco-friendly packaging using recyclable materials, compostable, and biodegradable materials as well. This is being done to protect the environment as well as to satisfy the so-called woke younger segments sensitivity to sustainability. 

    Looking Ahead

    The Indian FMCG industry, especially the snacks and sweets category, has shown resilience in a challenging economic environment. From festive sales and rural growth to online expansion and sustainable packaging, the sector continues to evolve to meet consumer demands. Brands are not just satisfying cravings but also creating delightful experiences, making snacks and sweets a key part of India’s dynamic food landscape.

    (The views in this article are the author’s and Indiantelevision.com needn’t subscribe to them)

  • Tata CLiQ rebrands as Tata CLiQ Fashion, elevating the shopping experience

    Tata CLiQ rebrands as Tata CLiQ Fashion, elevating the shopping experience

    Mumbai: Tata CLiQ, one of India’s leading e-commerce platforms, has unveiled its new identity as Tata CLiQ Fashion, transforming from a horizontal marketplace to a specialized fashion and lifestyle destination. This rebranding reflects a strategic focus on fashion-forward offerings across apparel, footwear, accessories, beauty, gadgets, and home categories.

    To mark this transition, Tata CLiQ Fashion has introduced a vibrant new brand manifesto, redesigned logo, dynamic color palette, and an enhanced app and website experience, catering to the evolving preferences of modern consumers.

    The new logo, featuring bold rose pink and cerulean blue hues, embodies a dynamic, contemporary appeal that resonates across generations. Every consumer touchpoint, from app interfaces to packaging, reflects this refreshing transformation, emphasising a seamless and elevated shopping journey.

    Tata CLiQ, CEO, Gopal Asthana stated, “Our new brand identity and positioning reflect our commitment to offering consumers the best of fashion curated for their evolving needs. It is a strategic pivot to drive growth and our leadership in the fashion category. By focusing on fashion and lifestyle, our goal is to elevate fashion as a powerful form of self-expression. We aim to empower consumers who value authenticity, individuality, and impact, helping them express their unique style in a bold and meaningful way. Driven by a vision of a future where fashion is not just worn but lived, we are committed to serving our customers with passion and offering a more refined, personalised, and cutting-edge online shopping experience.”

    Tata CLiQ Fashion continues to redefine the shopping experience with curated collections and innovative features, encouraging consumers to embrace individuality and express their unique style.

  • Fireside Ventures appoints Adarsh Menon as operating partner

    Fireside Ventures appoints Adarsh Menon as operating partner

    Mumbai: On 12 November 2024, Fireside Ventures, an early-stage venture fund focused on consumer brands, appointed Adarsh Menon as operating partner. This strategic addition aims to bolster the leadership team as Fireside Ventures continues its growth trajectory.

    In his new role, Menon will serve on the boards of select portfolio companies, offering his expertise and strategic insights. With a robust 23-year career spanning sales and marketing leadership at esteemed organisations like Flipkart, Hindustan Unilever Ltd, and GlaxoSmithKline Consumer Healthcare, Menon brings exceptional skills in team building, mentoring industry leaders, and driving business growth.

    Fireside Ventures, founder & managing partner, Kanwaljit Singh expressed, ‘We are delighted to welcome Adarsh to the leadership team and in the Fireside family. As we continue to grow and evolve as a fund, it’s essential to bring in leaders who share our passion for building sustainable, iconic consumer brands. Adarsh’s impressive track record in scaling businesses, coupled with his deep expertise in FMCG and e-commerce, makes him an invaluable asset to our team and portfolio companies. His appointment reinforces our commitment to supporting entrepreneurs with top-notch expertise, and we’re confident that his mentorship will help our companies navigate the complexities of the consumer landscape.’

    Menon shared his enthusiasm, stating, “Fireside has built a strong niche and stature in the ecosystem by living and practising the value of ‘Good’ – being founder-first and helping brands do good to do well. The track record of building purposeful brands is truly inspiring! I am delighted to join Fireside and be a part of this amazing journey.”

     

  • IAMAI gears up for 10th India Affiliate Summit in Gurugram

    IAMAI gears up for 10th India Affiliate Summit in Gurugram

    Mumbai: The internet and mobile association of India (IAMAI) is poised to host the milestone 10th edition of the India Affiliate Summit (IAS), set to unfold on 7-8 November 2024, at The Leela, Ambience, Gurugram. With vCommission as the title partner, IAS 2024 will bring together top marketers, thought leaders, and innovators to explore the latest trends and growth strategies in affiliate marketing.

    This two-day event will feature a dynamic lineup, including keynotes, masterclasses, panel discussions, and networking opportunities. Sessions will spotlight new insights and cutting-edge strategies across affiliate marketing, e-commerce, and D2C sectors. Industry heavyweights such as NP Digital, founder, Neil Patel; vCommission, CEO, Parul Bhargava; India Today Group CMO and IAMAI digital advertising council chairman, Vivek Malhotra; Indian Express Digital, CEO, Sanjay Sidhwani; and Adani Group, chief digital officer, Nitin Sethi will lead discussions on topics ranging from affiliate success strategies to influencer marketing and building resilient affiliate ecosystems.

    IAS attendees can expect valuable, actionable insights to optimise their strategies in affiliate, performance, and programmatic marketing. To mark the occasion, IAMAI will release a significant document on ‘Best Practices for Affiliate Marketing in India’ on 7 November.

    indiaaffiliatesummit

  • Social media has evolved from a brand awareness platform to now driving direct sales for consumers: Ruksheen Palia

    Social media has evolved from a brand awareness platform to now driving direct sales for consumers: Ruksheen Palia

    Mumbai: In the bustling lead-up to India’s festive season, the digital marketing landscape is set for a significant boost, with brands across e-commerce, retail, FMCG and small businesses are eyeing this time to connect deeply with consumers through digital avenues, aiming to capture the excitement and enthusiasm that characterises Diwali, Dussehra, and other festivals. As online engagement becomes the core strategy, brands are leaning into innovative digital marketing trends that make their presence felt and drive conversions.

    This season is also known for an uptick in consumer spending and has traditionally been the prime time for brands to invest heavily in advertising. It is primarily driven by the need to engage India’s increasingly digital-first population, where mobile phones are the primary medium for product discovery and purchases. Brands are setting aside significant budgets for click-to-WhatsApp ads, video content, and social media campaigns to capture consumer interest during this period of heightened shopping activity.

    Indiantelevision.com’s Rohin Ramesh caught up with Social Panga VP – business & strategy Ruksheen Palia, where she touched upon ad spends expected this festive season and some Key trends to look out for in digital marketing.

    Edited excerpts

    On the overall marketing budget are brands planning to allocate specifically for this festive season compared to previous years

    While budgets will differ industry to industry, marketers are upping their spends this festive season for campaigns. However the focus is changing from traditional to digital advertising with real time bidding AI generation, which will allow brands to maximise their spends.

    From the past years’ experience, brands are estimated to spend 25-30 per cent of their marketing budgets on festive campaigns which is similar to previous years but will be more focused on digital advertising strategies.

    On media channels (social media, traditional media etc) you are seeing the most significant increases in ad spend this festive season

    For 2024, the obvious answer would be the digital side of marketing is going to get the biggest ad spends this festive season. From social media, connected TV & retain media playing a huge part.

    On the anticipated ROI metrics for ad spending during this festive season

    Brands are optimistic this festive season & are targeting higher ROI metrics compared to last year. With enhanced AI, content personalisation & omnichannel strategies to make content creation especially of videos more efficient & cost effective.

    Brands are also focusing on emotional connections, convenience & innovative strategies to build more long term goals to acquire customers.  They are not just looking at short-term sales but also focusing on building lasting relationships and brand loyalty, which can pay dividends beyond the holiday season

    On importance of data analytics in shaping ad spend decisions for the upcoming festive campaigns

    A crucial role! With increasing competition & higher expectations from all consumers today, brands are relying extensively on targeting accurately. Data analytics help with personalisation & targeting, Real time optimisation, Channel selection & more data analytics to help improve strategies.

    This festive season, data analytics will play an important part in decision making, helping brands optimise both short-term & long-term goals to build consumer loyalty.

    On importance of personalised marketing during the festive season and strategies are brands using to create personalised experiences

    One of the ways to cut through all the noise this festive season, will be to adopt personalised marketing! Since personalised marketing helps in boosting engagement, enhances customer experience & increases likelihood of conversion a lot of brands should adopt this strategy. Few of the strategies that can be adopted by brands are: Personalised mailers, AI, Dynamic content websites & interactive and experiential marketing.

    On the role you foresee social commerce playing in festive marketing campaigns this year

    This year even more than before, Social commerce is going to play a huge role in festive marketing campaigns. With the integration of e-commerce & social media on platforms like Instagram, FB the role this would play for customers would be: Seamless shopping experience, quick on the go shopping, influencer led & testimonial based buying.

    On brands investing more in social media platforms for sales

    Yes, most definitely. Brands are significantly increasing their investments on social media platforms for sales, especially during the festive season. Social media has evolved from a brand awareness platform to now driving direct sales for consumers.

  • Pepperfry enters luxury furniture & home decor market

    Pepperfry enters luxury furniture & home decor market

    Mumbai: Pepperfry, an e-commerce furniture and home decor marketplace, has forayed into the luxury furniture and home decor category. This launch caters to customers seeking high-end, unique pieces.

    The luxury furniture segment offers over 650 items from 25 brands, including Freedom Tree, Orange Tree, and Ziba Homes. The home decor segment features over 1000 products from 30 brands like Jaipur Rugs, Noritake, and India Circus. The collection includes sofas, dining sets, carpets, lamps, and lights, crafted with premium materials.

    Pepperfry chief business officer Hussaine Kesury said, “Our leadership in the furniture, mattress and home decoer segment has always been fueled by innovation and a deep understanding of our customers’ evolving needs. Recent consumer insights show a clear surge in demand for premium furniture and home decor, with more customers seeking luxurious, high-quality options for their homes. Leading brands have echoed this demand, reinforcing the need for a dedicated luxury segment. With our vast omnichannel presence across 100+ cities and 150+ stores, expanding into this space was a natural progression. We are excited to offer discerning customers a curated selection of luxury furniture and home decor, further cementing Pepperfry’s position as the premier destination for all home furnishing needs.”

    In the next quarter, Pepperfry will expand its offerings by adding premium and luxury brands across its omnichannel platform. In response to growing demand for luxury goods, the brand plans to introduce over 5,000 exclusive products from national and international brands in the furniture and home decor category. This move strengthens Pepperfry’s position as a key destination for customers seeking premium home products.