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Tag: Hashtag Orange

  • Hashtag Orange unveils Monte Carlo’s 2024 winter campaign

    Hashtag Orange unveils Monte Carlo’s 2024 winter campaign

    Mumbai: Hashtag Orange has partnered with Monte Carlo to lead the concept and execution of its 2024 winter campaign, blending innovation and technology to enhance creative storytelling.

    For 40 years, Monte Carlo has been a trusted name in Indian fashion, evolving from luxury knitwear to all-season styles. The 2024 winter campaign aims to connect with audiences, offering stylish and comfortable fashion for the upcoming season.

    From concept to completion, Hashtag Orange brought the legacy brand’s vision to life, integrating Monte Carlo’s iconic tagline, ‘It’s the way you make me feel’. The agency also created an original song, now a brand asset, which has gained notable attention, marking a success for both teams.

    Hashtag Orange founder Mukesh Vij said, “Collaborating with Monte Carlo for their Winter Campaign 2024 has been an incredible journey for us. Our goal was to push creative boundaries while setting a new standard for the industry and we’re proud to have brought this vision to life. The positive reception so far is a testament to the hard work and innovation that went into every step of the process.”

    Hashtag Orange co-founder and chief creative officer Amit Shankar shared, “This campaign has been a defining milestone for both Hashtag Orange and Monte Carlo. From the drawing board to the finished project, our team poured their hearts into this campaign and the overwhelming response so far is a testament to that effort. The success we’ve achieved together has set a new benchmark for future collaborations. We are excited about what’s to come and look forward to continuing this momentum.”

    Monte Carlo executive director Monica Oswal said, “Collaborating with Hashtag Orange has been an absolute pleasure. Their strategic insights and creative flair have played a significant role in turning our aspiration for this campaign into an exceptional result. We look forward to partnering with them for more such projects in the future.”

  • Signify launches ‘Hum raaton mein sooraj ugaate hain’ campaign

    Signify launches ‘Hum raaton mein sooraj ugaate hain’ campaign

    Mumbai: Ahead of the festive season, Signify has unveiled a new television commercial (TVC) featuring brand ambassador Rahul Dravid. The campaign emphasises Signify’s commitment to innovation, leadership, tradition, and festivities, reflecting Dravid’s spirit.

    The high-energy TVC, titled ‘Hum raaton mein sooraj ugaate hain,’ showcases Dravid in various scenarios, highlighting how light impacts lives. From a bustling rooftop party to guiding a young hockey player and enhancing road safety at night, Dravid symbolises Signify’s dedication to bringing light and joy into everyday life.

    With an exclusive anthem, the TVC focuses on customer centricity, leadership, product excellence, safety, energy efficiency, and innovative lighting solutions. The campaign encourages consumers to make choices that improve their daily lives through light, contributing to a brighter and more sustainable future.

    Signify, greater India – CEO & MD Sumit Joshi remarked, “At Signify, we are committed to the well-being of our consumers, and with Rahul Dravid as our new ambassador, we are thrilled and confident that we will deepen the trust of millions of households. His unwavering commitment to excellence, his passion for the game, and his ability to inspire millions resonate deeply with our brand values. This TVC beautifully captures the power of light to illuminate not just spaces, but also lives and dreams across India.”

    Signify, greater India head of marketing, strategy, govt affairs & CSR – Nikhil Gupta said, “In today’s rapidly evolving lighting industry, Signify has consistently believed in pushing the boundaries of innovation. Our partnership with Rahul reinforces and our vision to creating a brighter future through cutting-edge lighting solutions. We are excited to bring this campaign ahead of the festival season in India as a celebration of the transformative power of light and how it can empower individuals and communities. Looking forward to seeing the phenomenal response from our customers as they continue to shower us with their trust, love and appreciation.”

    Rahul Dravid said, “I’m honored to be a part of the Signify family, Signify’s commitment to innovation, consumer well-being and sustainability resonates deeply with me on and off the field. This TVC showcases the incredible impact that light can have on our daily experiences, and I am glad to be a part of this journey contributing to Signify’s mission to illuminate the world sustainably.”

    The TVC will be aired across digital platforms and television channels across India. The conceptualisation of the film with captivating shots featuring Rahul Dravid are done by Signify’s creative agency Hashtag Orange.

  • Hashtag Orange unveils brand film for Loyka almond brittle gold

    Hashtag Orange unveils brand film for Loyka almond brittle gold

    Mumbai: Hashtag Orange, an integrated marketing agency has partnered with Loyka, a gourmet chocolate and nut-based delicacy brand, to craft their first-ever brand film. In addition to creating the film, Hashtag Orange will also helm its promotion, ensuring a comprehensive media push across multiple channels to maximise reach and engagement. The agency won this project following a competitive multi-agency pitch.

    The launch brand film aims to enhance the gourmet delicacy brand’s presence in the competitive food and beverage sector.

    Owned by August Assortments, Loyka has made a name for itself with its decadent nut-based chocolate treats. Over the past six years, the gourmet confectioner has seen remarkable growth fueled by their desire to bring these delightful creations to a wider audience, swiftly winning the hearts of consumers all around.

    Rooted in the joy of indulgence, the ad-film, conceptualised by Hashtag Orange, illustrates how Loyka’s signature product, the Almond Brittle Gold brings people together, adding a generous dollop of happy taste to all kinds of occasions. Timed perfectly for the festive season, Hashtag Orange’s creative vision establishes the Almond Brittle Gold as not just an indulgent treat, but also a symbol that reflects celebration, connection and the charm of shared moments.

    Speaking about the experience, Hashtag Orange founder Mukesh Vij said, “We’re excited to embark on this journey with Loyka, bringing their passion for gourmet delicacies to the forefront. This film beautifully captures the magic of indulgence. We’re confident that this collaboration will set a new standard in the category.”

    Hashtag Orange regional and creative head Gaurang Menon added, “The joy of launching a brand’s first-ever film is unparalleled. Having been in the market for six years, Loyka

    is a well-established brand that people really love for high-quality products. We really enjoyed pitching to them and conceptualising this film that brings out the sheer indulgence aspect of Loyka Almond Brittle Gold. It’s something that people of all ages enjoy no matter what the occasion is – and this is the insight that the film is based on.”

    Aanchal Loya, Founder & Director of Loyka said, “It’s been wonderful creating Loyka’s first brand film, and through it capturing the exceptional taste and consumption experience of our best seller – Loyka Almond Brittle Gold. We look forward to taking the Loyka brand further and to newer audiences and markets through this film and our growing retail presence. It was a pleasure working with Hashtag Orange. We hope the audience loves the film and millions more discover and enjoy Loyka – Life’s Happy Taste.”

  • “The one-size-fits-all approach is too old school for us”: Mukesh Vij

    “The one-size-fits-all approach is too old school for us”: Mukesh Vij

    Mumbai: In the fast-paced world of digital advertising, where innovation is the currency of success, one agency shines brightly as a beacon of creativity and forward-thinking strategies. Hashtag Orange, the powerhouse reshaping industry norms and leading the charge into new territories. Since its inception, Hashtag Orange has fearlessly challenged the status quo, establishing itself as a trailblazer in the world of digital marketing.

    Indiantelevision caught up with Hashtag Orange founder Mukesh Vij a trailblazer in the dynamic realm of advertising and digital marketing. With over 18 years of industry experience and a passion for technology. Vij has led Hashtag Orange to redefine brand promotion and online engagement. His people-first approach and commitment to delivering holistic digital marketing solutions underscore Hashtag Orange’s success in empowering clients to achieve their goals.

    In this Conversation, we delved deeper into what makes Hashtag Orange stand out, redefining engagement in digital advertising through its unique strategies and dynamic fusion of expertise.

    Edited Excerpt

    On  Hashtag Orange redefining engagement in digital advertising, and specific strategies or approaches setting it apart from traditional methods

    At Hashtag Orange, we are a collective of enthusiastic creators making it India’s leading new-age digital marketing agency. We are proactive rather than reactive with the perseverance that only the best strategies are implemented for our digital partners. Some of the strategies devised at Hashtag Orange are:

    ●   Cultivation of pro-digital mindset: The first step to thriving in a world where digital natives are taking over the markets slowly is to be open to all things digital. The realm of creativity is expanding constantly and the only way to exist is to keep up with it.

    ●   Targeting usage of the latest available technology: When working towards achieving the vision for our clients/partners, we incorporate the latest trends and technology to ensure we maximise our reach.

    ●   Ensuring digital savviness: As they say, “charity begins at home”; we believe disruption begins at our desk. With the group of digital-savvy creators at Hashtag Orange, we’re always ready for a new trend, a new tool, and a new challenge.

    ●   Syncing brand advocacy and business goals: The code one needs to crack in the digital world is to know that one must promote the brand’s ethos with a strategic

    We actively work towards the inclusion of such strategies to keep consumers engaged and satisfied. This also helps us be an enthusiastic partner for our clients on their digital journey. Success is subjective and dependent on the industry, target audience, and the goal of every campaign.

    At Hashtag Orange, what sets us apart is our effort to combine traditional and digital strategies effectively, leveraging their pros and eliminating their cons. Digital marketing offers global reach and detailed data, but traditional advertising can still reach specific language audiences well. The team at Hashtag Orange is using digital marketing wisely, while also learning from traditional marketing ideologies.

    On Hashtag Orange’s diverse expertise contributing to driving innovation in integrated agencies, and examples of successful collaborations or projects that showcase this dynamic fusion

    In today’s day and age, innovation is key to survival. The leadership that guides Hashtag Orange brings a diversified profile and experience from different industries to the table. Our experts encourage creative problem-solving and teamwork from traditional and new-age digital perspectives. By embracing their unique perspectives, experiences, and backgrounds, we’ve been able to tap into a wealth of ideas and unleash our full potential. The team at Hashtag Orange has been fortunate to be associated with clients with whom we could change the business landscape.  We emphasise the need for cross-functional collaboration and explain to clients the benefits of diversification. We’ve been quite fortunate to be working with brands that trust our vision in fulfilling their goals. This mantra has helped us to continue experimenting and innovating as we cater to a diverse set of brands from various sectors.

    On the common mistakes companies make in social media marketing, and Hashtag Orange addressing or avoiding these pitfalls in their campaigns

    We believe that everybody has their own learning curve. We’ve observed that sometimes agencies may fail to recognise the needs of their clients. That’s why we approach things differently, at Hashtag Orange. Every time we partner with a new brand, we step into their shoes and walk around in it to fully grasp their challenges and requirements. The one-size-fits-all approach is too old school for us. We believe in tailoring solutions to fulfil the needs of each brand specifically. We strongly believe scratching the surface won’t cut it so we dig deep into our clients’ businesses, using digital platforms, and deliver results.

    To share an instance, when we see potential in organic marketing, we’ll recommend it overpaid promotions. The goal is to prioritise our clients’ success over immediate profits. This approach is key to our success, ensuring our clients are well-guided and happy.

    On key challenges  that Hashtag Orange has faced in the journey and overcoming or adapting to them

    No story worth telling goes by without a conflict. That point of conflict in Hashtag Orange’s journey came with the COVID-19 pandemic. At that time, our primary clients dealt with retail business. We genuinely believe that our employees are our greatest strength, as they have always been. Our mutual belief in each other assured us that explore digital platforms. We extended the same assurance to our clients, building confidence that their brands are managed by a team with long-term strategies in mind. And we can say that it has turned out well!

    On Hashtag Orange measuring the success of its digital advertising campaigns, and key performance indicators (KPIs) that you prioritise to gauge effectiveness

    At Hashtag Orange, we set KPIs as part of the marketing strategy, which purely depends on the client’s goals. With the market dynamics evolving every day, having a clear focus on Key Performance Indicators is fundamental. These help us understand a snapshot of current performance and also guide the client for future strategies and decision-making processes. Our strategies yield the desired outcomes and provide a measurable return on investment. That’s why we have different KPIs for different brands, according to their business goals.

    On the Hashtag Orange USP playing a role in building and maintaining its reputation for excellence and innovation

    Integrated solutions, our unique selling proposition, have always been our core strength. It has enabled us to provide 360-degree solutions to our clients constantly. We believe in diving deep into data analytics. It helps us understand trends and patterns. But we also believe in having direct conversations with the consumers. That’s where our creative solutions come from. The solution could be an Influencer campaign or a community creation, a substance idea, or a digital campaign. In fact, we could even combine it with a mainline idea and technological integration.

  • Hashtag Orange appoints Su Yin Teh, ex-CFO of WPP, as advisor for international business expansion

    Hashtag Orange appoints Su Yin Teh, ex-CFO of WPP, as advisor for international business expansion

    Mumbai: In a strategic move to propel global growth and market penetration, the integrated marketing agency, Hashtag Orange, has announced the appointment of Su Yin Teh as their advisor for international business expansion.

    In her extensive career spanning over two decades, Su Yin Teh has worked with prominent organisations such as WPP, GroupM, Essence and Viacom, among others. Holding crucial finance positions across these companies, Su Yin brings with her a wealth of experience in developing and leading financial initiatives, making informed investment decisions, and analyzing and managing risks to ensure financial well-being. Especially in her role as EVP of Finance and Operations of Essence APAC, Su Yin worked closely with other functions to optimise financial operations and manage strategic financial objectives for maximizing commercial success across APAC.

    Leveraging this expertise in her new role as Advisor for International Business Expansion, Su Yin will be responsible for driving Hashtag Orange’s global market penetration and contributing to revenue growth. From developing growth strategies to conducting quarterly review meetings aligned with the business plan, her role will be pivotal in fulfilling the organization’s business expansion goals.

    Sharing his vision for the company with this appointment, Mukesh Vij, Founder of Hashtag Orange, said, “Having accomplished remarkable milestones in India within the past 6 years, we are now poised for a global expansion that echoes our bold ambitions. With an extensive array of services and customized client solutions, we’re confident that Su Yin’s addition to our team will accelerate business growth. Her expertise will greatly benefit us in making the right strategic moves at the right time, ensuring that our global aspirations are not only realized but surpassed.”

    Expressing her delight at the start of this new chapter, Su Yin Teh said, “I am thrilled to embark on this exciting journey with Hashtag Orange and contribute to their international expansion endeavours. By collaborating with the talented individuals that make up Hashtag’s ingenious team, I hope to leverage our collective strengths to drive strategic initiatives that enhance our market presence. I look forward to making impactful contributions that propel the company towards global success.”

  • Hashtag Orange expands its footprint to Hong Kong

    Hashtag Orange expands its footprint to Hong Kong

    Mumbai: Hashtag Orange, a prominent 360-degree digital advertising agency headquartered in Gurugram, India, has announced its expansion into the market of Hong Kong. This strategic move aligns with Hashtag Orange’s commitment to providing exceptional digital marketing solutions to clients worldwide and solidifying its presence in the Asia-Pacific region.

    Hong Kong’s strategic location makes it an ideal gateway to other high-growth Asian markets, including China and Southeast Asia. By establishing a virtual office in Hong Kong, the digital and advertising agency aims to meet the rising demand for innovative digital marketing services in the region. To spearhead the development, the agency has appointed Ishwarya Ganapathy Raman, a strategic marketer with over 11 years of experience, as the new business and strategy lead. She will lead the expansion in the South Asian market with her expertise and strategically manage accounts in India.

    “Hashtag Orange’s expansion into Hong Kong is a significant milestone in our journey of offering cutting-edge digital marketing solutions across Asia,” said Hashtag Orange founder Mukesh Vij. “We are committed to nurturing our global footprint, and this expansion is just the beginning. We envision more offices opening in the upcoming months as we continue to help businesses achieve their digital marketing goals worldwide.”

    Raman is a veteran strategic marketer with expertise in handling over 70 B2B, B2C, and D2C accounts as a Digital Marketing Consultant. Her expertise also lies in establishing start-ups by integrating both traditional and digital marketing approaches and maximizing business ROI. She has taught across various Business Schools and has nurtured brands with a 360-degree strategic approach. In her last role, she led the Digital Marketing and Marketing team at GMR Aerocity. With her proven track record, she will play a pivotal role in building strategic partnerships and ensuring the Hong Kong branch’s success.

    Raman shared her enthusiasm for the new role, stating, “I am excited to be a part of Hashtag Orange’s journey as we take our expertise in digital marketing to Hong Kong. I look forward to working closely with the talented team to achieve remarkable results for our clients in this dynamic market.”

    Since its inception, Hashtag Orange has created and launched various online and offline brand campaigns for national and international brands. The company caters to all business categories from B2B, B2C, and D2C, focusing on solving their business challenges with data and technology-driven digital solutions.

  • How India Shined At G20 Summit With Smart Marketing Techniques

    How India Shined At G20 Summit With Smart Marketing Techniques

    Mumbai: The G20 India Summit served as a global platform that brought the world’s largest economies together to address global economy, trade,  investment, and climate challenges. With India taking over the presidency of the summit, the country steered crucial discussions and left no stone unturned in demonstrating its leadership and marketing prowess to the world.

    The country utilized a mix of traditional and advanced digital marketing tools, promoting India’s economic potential, technological hold, and culture and heritage. In fact, the timely use of smart marketing strategies enabled the country to play a key role in promoting the summit and creating a buzz. At a glance, these strategies seem to focus on collaboration, economic stability, and effective governance. However, they also aim to project the nation as a key decision-maker and a force to reckon with.

    Let’s look at the digital marketing techniques used to promote the summit globally and showcase India as a global brand.

    Digital Marketing

    India leveraged the power of digital marketing and social media platforms to reach a global audience, creating a long-lasting impression. The strategy is to use digital media and social media platforms to create a digital presence, highlighting the event’s significance and India’s role in it on a global scale. These marketing strategies focused primarily on the dissemination of information and facilitating real-time engagement. Moreover, effective digital connectivity through proper marketing channels helped to generate immense curiosity around the event.

    Social Media Campaigns

    India used popular social media platforms like Instagram, Facebook, and X to share real-time updates and photos from the summit. This marketing strategy kept the public informed about the event’s developments and helped build engagement. As a result, social media was buzzing with G20 updates and piqued the interest of the audience from guest countries.

    The government of India also launched a social media campaign #G20India, and used it diligently to share photos and updates from the summit. This social media campaign also focused on sharing engaging videos and infographics highlighting our economy and the country’s commitment to fostering global cooperation.

    Use of Marketing Channels

    The mix of effective marketing mediums contributed significantly to promoting the event and its agendas. To begin with, India launched a multimedia ad campaign encompassing platforms like radio, print, and TV to reach more individuals. Additionally, collaborations with leading media outlets helped garner extensive earned media coverage in the form of feature articles and op-eds, in national and international media. These attempts stimulated interest in the summit and projected a positive image of the country as a powerful leader.

    Website Launch

    The Government of India launched a dedicated website for this G-20 summit that displayed details of the event, highlighting its agendas and information about the participating nations. The government used the platform proactively to promote India’s mission, culture, and heritage. Recognizing the effectiveness of digital media and its scope, the official website had a dedicated section for digital marketing. It primarily displayed information on how different enterprises can get involved and promote the summit.

    Traditional Marketing Methods

    Besides social media campaigns, digital marketing platforms, and active website engagement, India used traditional marketing methods to draw attention to the summit. For instance, the organizers used public relations and print advertising and set up multiple posters, banners, and billboards across several cities for the G-20 summit’s promotion. The government also hosted several programs, including a youth summit, a business summit, and a cultural festival to demonstrate India’s strength and attract more trade and investment opportunities.

    Conclusion

    The government of India enlisted the help of marketing strategies, including digital marketing, social media campaigns, and traditional methods to promote the G-20 summit at the domestic and international levels. The successful implementation of the strategies helped the summit garner global attention and projected the country as a potential hub for trade, investment, and tourism. The success of the G-20 Delhi Summit, coupled with the effectiveness of the marketing campaigns will continue to benefit India and help reach its potential.