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Tag: Grapes Digital

  • Rasna goes beyond drinks with #LoveURasnaRecipes

    Rasna goes beyond drinks with #LoveURasnaRecipes

    MUMBAI: Instant fruit-based concentrate maker Rasna has rolled out a digital forward strategy this summer season. Known for its I Love You Rasna tagline for years, the brans has chosen to expand its usage and involvement in the kitchen by expanding its campaign to #LoveURasnaRecipes.

    The brand has collaborated with a set of influencers to share and amplify the message to reach out to the target audience. To strengthen the its presence and increase market penetration, Rasna has associated with popular rapper Mellow D. The influencer created a music video to invoke nostalgia by re-creating childhood memories around I Love You Rasna.

    The brand has also joined forces with Bharatz Kitchen, Kanak Khathuria and MeghnasFoodMagic. Apart from this, the brand has gone one step ahead and has associated with famous regional influencers in the food category like Veg Village Food, Simply Swadisht and others like Tastee with Kiruthiga   and   Cooking with Benazir. The influencers and chefs explored unique recipes like Ice Lollies, Orange Sponge Cake and Rasna Mango Chocolate Balls, Rasna Flavored Jelly and Rasna Mango Shake in which Rasna was used as an ingredient other than just a fruit drink, to make this summer season more enjoyable.

    The videos were posted by the influencers on their social media platforms such as Facebook, Youtube and Instagram handle. The brand used the digital medium to create a personal connection and increase the brand value.

    Making things more interesting and engaging, influencers posed a challenge and invited the audience to participate by making their own unique recipes with Rasna. The brand will choose the top 10 winners and the best recipes will get mention in the recipe book.

    Grapes Digital founder & CEO Himanshu Arya said, “Rasna had to move beyond boundaries as “Recipes” has been the most searched category in 2020 during lockdown 1.0 and given the current scenario recipes is going to become huge in lockdown 2.0 too. Rasna also aspired to create something different this year, which involves them with consumers more than before. Also, Influencer marketing is one of the most effective ways to expand the brand’s reach and increase credibility in the market.”

    Rasna chairman Piruz Khambatta said, “Lockdown comes with a new normal and one new normal everybody is experiencing is the urge to become a cook. The urge to become a cook has opened doors for companies to innovate lots of products that can be used as cookery ingredients. How could Rasna be far behind?”.

  • Hindware appoints Grapes Digital to handle digital duties

    Hindware appoints Grapes Digital to handle digital duties

    NEW DELHI: Hindware (Bath Product Division) has appointed Grapes Digital to handle its digital duties. The account was won following a multi-agency pitch.  

    The agency's Delhi office will manage digital marketing, social media strategy, influencer management and content planning for the brand.

    Commenting on the partnership, Brilloca VP, head of marketing (bath products) Charu Malhotra said, “The new normal world has brought new challenges which require creative and thoughtful innovations to stand in the market. We found Grapes Digital’s work engaging and delivering on the parameters similar to our business objectives. We are looking forward to a great partnership with Grapes Digital to take Hindware to newer heights”

    Grapes Digital founder-CEO Himanshu Arya said, “We are delighted that our deep and extensive understanding of digital media and the strong team of creative minds have helped us win the mandate for Hindware in their digital outreach. It is an exciting opportunity and we are looking forward to delivering result-oriented strategies through the creative use of the digital world.”

  • TV ad volumes up; next challenge is lag between inventory & advertisers

    TV ad volumes up; next challenge is lag between inventory & advertisers

    NEW DELHI: Battling through a rough quarter with, television advertising is once again gaining momentum. As per a recent TAM AdEx data, the month of June 2020 witnessed an uptick of 46 per cent in ad volumes as compared to May 2020 and even the advertising duration picked up by 8000 hours as compared to the last month. While this looks like a positive trend indicating a better future for the TV industry, industry insiders feel that the medium has to still battle certain issues to get back to its older glory.

    Grapes Digital COO Shradha Agarwal shares that this increase in ad volumes is also because of the reason that certain slots for the spring-summer category were pre-booked by brands and those took up the ad slots as new programming began on certain genres. 

    “I have one client who had invested around Rs 2 crore for a big-budget campaign on television but before it could go on-air the lockdown happened. Now, as per the advertiser, they could not get their TV campaign cost back but instead got an option to put the campaign on hold, and that can be run later,” she notes. 

    As per mPlan CEO Parag Masteh most of the investments that television is enjoying today is from new investors and certain categories like healthcare and FMCG while big brands have still their marketing budgets slashed below 50 per cent. 

    “The current growth can be attributed to panic buying by certain categories and eventually digital is going to come up as a big challenge for television,” he insists. 

    As per TAM AdEx data, eight out of the top ten categories were from FMCG, including baby foods, vanishing creams, and artificial sweeteners. 

    Makani Creatives MD and co-founder Sameer Makani agrees that digital platforms like OTT will come up as a big challenge to television going ahead, “As brands are shifting their modes of communication from offline to online to broadcast, it may take time for TV ads to follow a smooth road. As digital advertising is cheaper as compared to others, it consumes the maximum share of advertising. 2020 has changed the strategies and approach of every advertiser and marketer and has forced them to increase the frequency of advertising.”

    The Media Ant co-founder Samir Chaudhary doesn’t think that digital will take TV's place anytime soon but as new shows come up, the medium is going to face big issues with the lag in inventories and advertisers eager to invest into television. 

    “As things normalise, other media will start getting their share back, and certainly TV will become stronger. But as ad inventories will go up with new content coming, there is going to be a lag in filling them up as (advertisers’) businesses will take another two to three months time to get back on their feet.” 

    He added that the only solution to this problem is what most channels are doing already, slashing inventory prices and offering discounts to advertisers. 

  • Grapes Digital wins digital mandate of Joy Personal Care, X-men

    Grapes Digital wins digital mandate of Joy Personal Care, X-men

    MUMBAI: Grapes Digital, the full-fledged digital and marketing agency, has won the digital mandate of two leading brands of Kolkata-based RSH Global. Grapes Digital will be involved in the strategic approach of the digital activities for two of RSH Global’s leading brands – Joy Personal Care and X-men.

    The agency will manage the social, creative and media aspect of these two brands. The mandate was awarded to it after a multi-agency pitch and will be handled by its Delhi team.

    Speaking on this win, Grapes Digital founder Himanshu Arya said, “We are glad to add Joy personal care and X-men from RSH Global to our client list and the entire team is looking forward on building innovative and exciting campaigns. FMCG brands always have greater challenges as their target audience is vast, and we are glad to take this challenge and deliver it.”

    Speaking on the partnership with Grapes Digital, RSH Global CMO Poulomi Roy said, “We were looking out for a digital agency that could creatively take our brand though forward in the digital space. In the pitch process Grapes digital’s approach made them a clear choice to partner with. They have done some really good work in the past for various brands. We are looking forward for a lot of cross category learning for them and hoping that as a team we deliver some interesting work in the FMCG sector.”

    Earlier, in an interview with Indiantelevision.com, Poulomi Roy had revealed that RSH Global is planning to go big on digital with the latest range of its products releasing. The brand is looking towards targeting a slightly younger consumer base with its Revive range and has web sensation Mithila Palkar as one of the brand ambassadors.

  • Grapes Digital expands Mumbai ops, strengthens core team

    Grapes Digital expands Mumbai ops, strengthens core team

    MUMBAI: Grapes Digital, a full-fledged digital marketing agency founded by Himanshu Arya has expanded its Mumbai operations and strengthened its core team.

    The Mumbai operations will be spearheaded by Rajeesh Rajagopalan and Nakul Pingale, who bring 10 years of experience in digital marketing. Rajeesh and Nakul have also had an entrepreneurial stint running their own content marketing company.

    Rajeesh has worked with leading brands, such as Godrej Consumer Products and Mahindra while Nakul has been with companies such as Digitas and Accenture.

    Along with winning mandates for 5 brands, Grapes Digital has also moved to a bigger office space at Kanakia Wall Street, Andheri East. It will now be handling digital marketing and social media presence for Bajaj Finance, Pantaloons, Mahindra First Choice Wheels, Axis Mutual Fund, and Indian Blue Book from Mumbai. 

    Commenting on this expansion, Grapes Digital founder and CEO Himanshu Arya said, “After building and strengthening our Delhi team last year, we are now all geared to expand our territories. Mumbai is a rapidly growing market for digital and offers us a very different clientele. We have identified the difference in requirements as well as trends in Delhi and Mumbai and are all excited to provide innovative solutions to our client.”

    “We are extremely excited to be part of the Grapes team. The talent we have on board is young, enthusiastic and comes with relevant experience. Our creative strength coupled with strategic prowess and a strong media background will help a lot of brands be disruptive in the digital space," said Grapes Digital Mumbai head Rajeesh Rajagopalan.

    Grapes Digital ECD-Mumbai Nakul Pingale said, “We don’t have employees, we have assets! Assets who are full of creativity as well as a vision, both at an organizational and at an individual level raring to head, lead and guide the Mumbai clientele. We are really excited and buckled up to be a part of the Grapes family.”

  • Maxxis Tyres launches campaign #TyohaarKaHumsafar

    Maxxis Tyres launches campaign #TyohaarKaHumsafar

    MUMBAI: Maxxis Tyres, a sub-company of Maxxis Group, a growing tyre companies, released its latest digital campaign to capture the mood of this festive season. An integrated digital marketing campaign, #TyohaarkaHumsafar reminds us of the movement from one place to another that makes any festive season come alive and Maxxis Tyres as a commuting partner.

    With this thought, Maxxis Tyres, rolled out its pan India festival campaign on 1 Nov 2018 across all its digital platforms. The campaign showcases the celebration of festivities across the length and breadth of the country and the festive journey is incomplete without having to travel around the city, hence one needs to have a companion who is their #TyohaarKaHumsafar.

    Commenting on the launch of Maxxis tyres first digital campaign, Maxxis India marketing and retail sales head Bing-Lin Wu said, “Our goal is to make touring around the city safer and comfortable for our users in India. Our extensive research and development has garnered trust, not just from the two-wheeler manufacturers and tyre dealers, but also from the end users in a very short time. We have a wide range of tyres in the segment, to deal with different road and weather conditions, geographies and demographics.” 

    Given the important role that tyres play in our day-to-day interaction with the city, it was about time for Maxxis to build an emotional connect with its users. “How and when were the two questions we had to find answers for,” said Grapes Digital COO Shradha Agarwal. “We noticed a trend. Despite all the convenience of shopping and socialising online, people, during festivals, actually prefer going to places to buy, celebrate and enjoy the festival. This insight became our ‘how’. ‘The when’ was clearly India’s biggest festival marathon, Diwali.”

  • VLCC disrupts festive skin care marketing with Animoji campaign

    VLCC disrupts festive skin care marketing with Animoji campaign

    MUMBAI: With the beauty and skin care category hugely cluttered in the Indian sub-continent, VLCC, along with Grapes Digital has launched a campaign leveraging a brand new feature on the latest Apple phones – the Animoji. 

    The festive season is a particularly busy time for marketers, when almost any conversation finds it difficult to drive recall. However hard they try, cutting ice with the consumer always becomes a challenge. 

    To address this challenge, the campaign has Shiny Aunty and Chaddaji, two very quirky characters, created by Grapes Digital, the creative agency for VLCC.

    By narrating stories and creating product usage contexts, these characters not only win the heart of the consumer, but also managed to create an industry first innovation.

    Speaking on the innovation, Grapes Digital COO Shradha Agarwal says, “Our agency solutions have always been founded on the pillars of creativity, innovation and technology. The Animoji innovation has managed to disrupt the category and stand-out strongly in the cluttered Diwali space making us the first brand to use it. Going forward, we will continue working towards creating more such innovations and conversations for the brand.”

    VLCC Personal Care digital head Ajeet Bawa adds, “Grapes has always led the game in terms of using innovative approaches to digital advertising. The current Animoji campaign only reinstates the trust that we have in them. We look forward to continued creativity and innovation from their stable for our brands.”

    Grapes Digital is a full-fledged digital marketing agency, founded by Himanshu Arya in 2009. Started as a technology driven agency it has moved towards being a digital first agency, aiming at helping brands embrace creative, technological and digital media evolution and revolutionising all aspects of their business as per the need of the digital age.

    It offers varied digital service like digital strategy & planning, digital content, creative – user experience, design & content, website/app design & development, social media marketing, search engine optimisation, experiential technology marketing, digital media – planning & buying, performance media – planning & buying and influencer marketing.