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Tag: Experience Commerce

  • Experience Commerce bags Parle Candy Culture’s digital storytelling mandate

    Experience Commerce bags Parle Candy Culture’s digital storytelling mandate

    MUMBAI: Experience Commerce, the integrated marketing powerhouse under the Cheil Network, has scored a sugary-sweet victory, clinching the digital mandate for Parle Candy Culture. Following a multi-agency pitch, the agency has been appointed as Parle’s official digital partner, tasked with spearheading social media marketing, media planning, and buying for the confectionery giant’s much-loved brands.

    Launched in 2020 as a digital-first initiative, Parle Candy Culture has been a vibrant platform connecting consumers with Parle’s iconic sweets, including Melody, Kismi, Londonderry, Mango Bite, Orange Bite, Mazelo, Poppins, Rol-a-Cola, 2 in 1 Éclair, and Kapi Candy. Now, with Experience Commerce at the helm, the brand is set to dial up its digital storytelling, creating immersive, engaging, and nostalgia-infused experiences for its audience.

    As part of its sugar rush strategy, Experience Commerce will lead always-on social media management, keeping the buzz alive with real-time content and trend-led campaigns. The agency will craft compelling product storytelling and festive campaigns, making Parle candies the centrepiece of every celebration. Additionally, SEO-driven YouTube optimisation will enhance discoverability and engagement, while high-impact influencer and celebrity collaborations will sweeten brand conversations and extend consumer reach.  

    By leveraging precision-targeted media strategies, the agency aims to maximise reach, minimise spillover, and drive stronger brand affinity.

    Parle Products vice president Mayank Shah said, “Parle Candy Culture is a digital-first initiative, and we needed a partner with strong expertise in digital marketing. With Experience Commerce, we have found the perfect collaborator—one that understands our vision and aligns with our objectives. We are excited to create content that truly connects with our audience and drives meaningful engagement. We look forward to the creativity and strategic value that EC brings in strengthening Parle’s legacy in the digital space.”

    Experience Commerce vice president for Growth Bhawana Daga stated, “Parle Products is a cherished and beloved brand with deep-rooted nostalgia among Indian consumers. We are thrilled to take on this mandate and look forward to crafting compelling digital narratives that enhance the brand’s connection with its audience. Our unique blend of data-driven insights, creative excellence, and precision media planning will ensure that Parle Candy Culture remains a leader in the confectionery space’s digital ecosystem.”

    With over 17 years of expertise in crafting award-winning digital campaigns, Experience Commerce is poised to redefine the confectionery industry’s digital landscape. As they gear up to celebrate India’s love for Parle candies in fresh, innovative ways, one thing is certain this partnership is bound to be a treat for the senses.

  • YÊU launches TecCos & Grace AI with #BelieveInYEU

    YÊU launches TecCos & Grace AI with #BelieveInYEU

    Mumbai: YÊU, Indian science-backed makeup brand, has launched TecCos (technology-enhanced cosmetics) along with Grace AI, a virtual beauty assistant, through the #BelieveInYEU campaign. The campaign celebrates individuality and diversity, with Grace, who started on Instagram, now becoming the brand’s face. This marks the first AI-led beauty brand launch in India, offering a personalized approach to the beauty experience.

    YÊU co-founder Simran Bagga said, “This campaign is a celebration of self-love, inclusivity, and the beauty of individuality. Grace embodies everything YÊU stands for: innovation, understanding, and empowerment. Through her, we’re not just launching products—we’re building a movement that honors every person’s unique beauty journey.”

    The #BelieveInYEU campaign by Experience Commerce highlights the journey of self-discovery and embracing individuality, reflecting YÊU’s focus on diversity and self-love. The brand’s launch of TecCos features science-backed formulas tailored to specific skin types, offering personalized solutions. From long-lasting blush to UV-protectant lip sets, YÊU aims to elevate beauty standards in India.

  • EC Studios is now CYLNDR: A global creative powerhouse

    EC Studios is now CYLNDR: A global creative powerhouse

    Mumbai: Experience Commerce, the digital agency under Cheil Worldwide Network, is pleased to announce the rebranding of its content production arm, EC Studios, as CYLNDR India. This strategic transformation marks a pivotal move towards global expansion, positioning CYLNDR India as a dedicated production studio catering to clients worldwide. The rebrand aligns with CYLNDR’s broader presence across seven countries, consolidating its position as a fast-growing content production powerhouse.

    CYLNDR is an established content production brand of BMB, which is an overseas subsidiary of Cheil Worldwide with its head office in London, UK. CYLNDR operates cutting-edge studios in London, North America, Eastern Europe, and Seoul and stands out as a tech-enabled, end-to-end production company renowned for delivering exceptional work in a cost-effective and agile manner.

    As a collective of directors, content creators, producers, editors, and audio experts, CYLNDR has access to the best talent in the industry. The state-of-the-art studio facilities allow CYLNDR to create diverse content, including film, mobile-first content, 360 videos, AR, AI, VR, and more.

    CYLNDR has successfully executed global campaigns for renowned brands such as Nivea, LinkedIn, Samsung, and more. This rebranding not only enhances EC Studios’ global expertise but positions it as a powerhouse, offering production services to brands and advertisers worldwide. CYLNDR India will deliver high-performing content solutions globally.

    BMB CEO Jason Cobbold applauds this move and says, “We are delighted to see the rapid evolution of CYLNDR, now establishing its presence in India. EC Studios has consistently demonstrated exceptional proficiency since its inception, delivering projects of impressive scale. We look forward to collaborating with them on our upcoming projects in London, North America, and other international markets. We are confident this move will not only contribute significantly to our revenue growth, but also elevate our business operations to the next level. The prospect of working with CYLNDR India is in line with our commitment to excellence and innovation.”

    “We are thrilled to share this exciting update as EC Studios transforms into CYLNDR India, marking a significant stride towards a broader global presence,” stated CYLNDR India and Experience Commerce CEO Umesh Bopche. “This rebrand opens up exciting new opportunities for all involved, promising a journey defined by innovation, creativity, and collaborative success. As we embark on a creative journey transcending borders, CYLNDR stands as the epitome of artistic excellence, where every frame is a masterpiece. United not just by locations but by passion, innovation, and a profound love for extraordinary storytelling, we invite our clients and peers to be part of the global revolution of Connected Production. At CYLNDR, we define it as Connected Production, where we are linked through data and technology, united by dynamic working, and now also connected through a global network.”

    In the wake of this transition, CYLNDR India plans comprehensive rebranding initiatives across various touchpoints and is in the process of migrating its website and email domains to cylndr.in.

  • Effective Production: The Art of Bringing Agency Scripts and Brand’s Vision to Life

    Effective Production: The Art of Bringing Agency Scripts and Brand’s Vision to Life

    Mumbai: Behind every successful advertising campaign/visual masterpiece lies an effective production process that weaves together the creative vision of the agency’s scripts and the brand’s identity.  In the dynamic world of marketing and advertising, a compelling script is the backbone of any successful campaign. It captures the essence of a brand’s vision and messaging, shaping the narrative that resonates with the target audience. However, turning these scripts into captivating visuals that align with the brand’s vision requires a well-planned and executed production process.

    It is the process where the creative ideas, concepts, and messages outlined in the agency scripts are transformed into tangible visual and auditory elements. The role of a production house goes beyond merely executing ideas; it is a strategic partner in the process of delivering impactful and memorable content to the target audience. The indispensable role of production houses in making a campaign successful requires meticulous planning, skilled execution, and seamless collaboration.

    The key elements of an effective production that breathe life into agency scripts and bring the brand’s vision to life are as follows:

    Collaboration and Communication: The Foundation of Success

    Effective production begins with strong collaboration and open communication between the agency, brand representatives, and the production team. All stakeholders must be aligned on the creative vision, messaging, and brand identity. A shared understanding ensures that the production process flows smoothly and that the final content resonates with the brand’s core values.

    Pre-Production Planning: The Blueprint for Success

    A well-planned pre-production phase sets the stage for a successful shoot. Develop a clear production plan that outlines the shooting schedule, required resources, and the overall vision. Thorough casting and auditions help find the perfect talent to breathe life into the characters, ensuring they align seamlessly with the brand’s image.

    Storyboarding and Visualization: Translating Ideas to Visuals

    Storyboarding is a critical step in visualizing the script’s narrative. It outlines each scene, shot composition, and camera movements, ensuring a cohesive flow of storytelling. A carefully crafted storyboard helps the production team understand the creative vision, creating a roadmap for translating ideas into powerful visuals.

    Location Scouting and Art Direction: Creating a Visually Engaging Atmosphere

    Finding suitable shooting locations that align with the brand’s identity is essential for creating an authentic visual atmosphere. Art direction plays a vital role in set design, props, costumes, and makeup, ensuring that every element enhances the brand’s vision and narrative. Attention to detail in art direction enhances the overall visual appeal and strengthens the connection between the audience and the brand.

    Quality Equipment and Crew: Elevating Production Standards

    Investing in high-quality cameras, lighting, sound equipment, and a skilled crew ensures that the production maintains a professional standard. A skilled crew, including directors, cinematographers, sound technicians, and production assistants, ensures that the vision is brought to life with finesse.

    Direction and Performance: The Heart of Authentic Storytelling

    The director’s guidance and collaboration with actors are crucial in evoking emotions and authentic performances. Bringing out the desired expressions and emotions aligns with the script and helps the audience connect with the brand’s message on a deeper level & evoking authentic reactions from the audience.

    Post-Production Magic: Elevating the Narrative

    The post-production stage adds the finishing touches to the content, where the raw footage is transformed into a cohesive and compelling narrative. Skilled editing, sound design, and visual effects breathe life into the visuals, creating a seamless and immersive storytelling experience.

    Music and Sound Design: Stirring Emotions

    Original music composition or sound design complements the brand’s image and enhances the emotional impact of the content. Engaging soundscapes create a memorable experience that resonates with the audience long after the content is viewed.

    Adherence to Brand Guidelines: The Hygiene Factor

    Throughout the production process, it is essential to adhere to the brand’s guidelines. Consistency in color palettes, typography, and overall brand identity ensures that the final product reinforces the brand’s image and messaging.

    Feedback and Revisions: Check masters & Brand Custodians

    Seeking feedback from the agency and brand representatives during post-production is essential. Incorporating revisions that align with their vision ensures that the final product meets the brand’s objectives.

    The role of a production house is an indispensable one in the success of an advertising campaign. By seamlessly executing ideas, embracing innovative storytelling, and optimizing resources, production houses elevate the impact of a campaign and leave a lasting impression on the audience. It ensures that the brand’s message is conveyed authentically, emotionally, and professionally, ultimately influencing how the audience perceives and connects with the brand. Working hand in hand with the agency and brand representatives, production houses play a crucial role in creating content that connects, engages, and drives the campaign’s success.

    The author of this article is Experience Commerce and EC Studios CEO Umesh Bopche.

  • Experience Commerce illuminates Diwali with new campaign for Wipro Lighting

    Experience Commerce illuminates Diwali with new campaign for Wipro Lighting

    Mumbai: As the radiant festival of Diwali approaches, Experience Commerce, a part of the Cheil Digital Network and the digital agency for Wipro Lighting, is delighted to unveil its latest Diwali campaign for the brand. This campaign features two captivating digital films within the framework of their ongoing #surprisinglyhuman campaign, crafted to highlight the innovative features of Wipro Lighting’s Smart Products.

    This festive endeavour shines the spotlight on Wipro Lightings’ innovative Smart Products, showcasing the brand’s dedication to fusing technology with tradition in a heartwarming celebration of Diwali. Through the campaign, Wipro Lighting extends a warm invitation to embark on a journey where cutting-edge technology harmoniously intersects with age-old traditions, elevating everyday life with a touch of brilliance. At its core, Wipro Lighting demonstrates that its Smart Products are not just innovative and intelligent; they are designed with a deep understanding of human emotions. This reinforces the trust and resonance the brand enjoys in the Indian market.

    Experience Commerce (EC) has orchestrated this comprehensive end-to-end production journey, from conceptualization to execution, making full use of its content production arm, EC Studios. These films have been released on prominent digital platforms, including YouTube, Facebook, and Instagram. Experience Commerce will also manage media amplification of these films across digital channels including OTT.

    The heartwarming films capture Wipro Lighting’s commitment to seamlessly infusing innovation into the fabric of daily life and the spirit of Diwali celebrations. In the first film, a young boy astounds his father by effortlessly transforming an ordinary device into a smart one using the Smart Plug. In the second film, he dazzles his eccentric grandfather with the brilliance of Smart Bulbs, capable of painting your world with a palette of 16 million colours, setting the stage for remarkable decorations.

    These films exude a light-hearted charm that perfectly encapsulates the essence of the Wipro Lighting brand – one that leverages technology to enhance celebrations and elevate the quality of daily life. It’s a celebration of smart products that are, indeed, surprisingly human.

    “WIPRO consistently leads in innovation, combining intelligence with a touch of humanity to cater to evolving consumer preferences. Our latest Diwali campaign underscores the enduring core values of love and celebration within our human experience, even as technology advances. We commend Experience Commerce for their exceptional in-house capabilities and brand understanding, enabling us to swiftly produce engaging Diwali content that resonates with families during the pre-Diwali buildup.”, said Wipro Lighting marketing head Jayaganesan Kandan

    “Wipro Smart Products – be it the Smart Plug or the Smart Bulb or even the Smart Doorbell, are designed to make your home smarter and your life easier. And these have been the products that have got the most enthusiastic response from our audience on digital over a couple of years. Hence, we felt it is vital to showcase how our audiences can practically use these smart products in their homes during the festive season and beyond. And that’s how these 2 slice-of-life films were conceived, with relatable characters and endearing moments. Thanks to the confidence Wipro Lighting had in our team and some incredible hardwork, we were able to turn these films around from paper to reality in just over a week.” said  Experience Commerce ECD Virindersingh Villkhoo.  

    “Wipro has been an integral part of our journey for over 7 years, and they have truly become like family. Wipro ‘s 2023 Diwali campaign holds a special place in our hearts as it was exclusively created in our newest state-of-the-art production studio in Mumbai, showcasing our commitment to innovation and excellence. We’re thrilled that WIPRO has again entrusted us with this festive campaign, and the exceptional outcome of these films reflects our dedication to crafting engaging, cutting-edge content. We extend our heartfelt gratitude to Wipro Lighting for this incredible opportunity.” said EC Studios business head Meera Ghare.