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Tag: Hetal Khalsa

  • PivotRoots snags Bindu’s digital account, aiming to fizz up national expansion

    PivotRoots snags Bindu’s digital account, aiming to fizz up national expansion

    MUMBAI: Bindu, the South Indian jeera fizz sensation, has tapped PivotRoots, a Havas company, to handle its digital marketing, as it sets its sights on national domination. The company is aiming to turn Bindu into the “OG” of jeera beverages, and it is bringing in the big guns to make it happen.

    With India’s beverage market set to explode in 2025, Bindu is looking to ride the wave, and PivotRoots is tasked with crafting a multi-platform digital strategy to make it the go-to jeera drink. It is talking “culturally attuned, digital-first” approaches, which is marketing speak for “we’re going to get down with the kids.”

    Bindu Jeera Fizz  director of marketing Megha Shankar says: “Bindu has been a beloved name in South India for years, celebrated for its rich legacy and authentic taste. As a proud Make in India brand, we are now set to expand nationwide, introducing Jeera Fizz to a wider audience while staying true to our roots. Our focus is on bridging tradition with innovation to make the brand relevant for today’s Gen Z and millennial consumers. With this partnership, we aim to create engaging narratives that drive strong consumer connections and establish Bindu as the go-to choice for Jeera beverages across India.”

    PivotRoots co-founder & chief commercial officer Hetal Khalsa is equally enthusiastic: “We are excited to collaborate with Bindu and bring its legacy to a larger audience through strategic storytelling and digital innovation. Our goal is to reshape perceptions, deepen consumer engagement, and position Bindu not just as a beverage but as an essential part of everyday moments across India.”

    Bindu’s portfolio is more than just jeera fizz. The company has everything from ginger and lime sodas to fruit juices and even potato chips. It’s even dabbling in energy drinks, because why not? It’s a proper beverage bonanza.

    The agency aims to leverage content, emerging digital channels and product trials to get Bindu known and consumed across the nation. It’s a proper fizz-fest brewing.

  • ‘Everyone’s Talking Prime’, everywhere, all at once with PivotRoots’ hyperlocal campaign for Prime Video

    ‘Everyone’s Talking Prime’, everywhere, all at once with PivotRoots’ hyperlocal campaign for Prime Video

    Mumbai: Prime Video, India’s most popular video streaming service, and its long-term agency partner PivotRoots – a Havas company collaborated to shine a spotlight on the OTT platform’s impressive content gallery by creating more than 500 hyperlocal promos using Google’s Ads Creative Studio (previously, Director Mix) for contextual user experiences.

    [Director Mix Juhu]

    PivotRoots amplified the reach of the campaign through Google’s comprehensive advertising tool that was deployed to conceptualize and produce over 500 custom promos across YouTube and Meta. These hyperlocal promos were tailored to the user’s location by incorporating, among other parameters, references to famous local landmarks like Juhu, Bandstand and Carter Road in Mumbai, Jal Mahal in Jaipur, Taj Mahal in Agra, Japanese Garden and Sabarmati Riverfront in Ahmedabad and Sion City in Kolkata, to add a personalised touch. For instance, a user targeted in Mumbai’s Bandra would receive a creative referencing ‘Carter Road’ to make it contextually relevant to that user.

    The objective was to encourage users to indulge in the captivating world of movies and web shows that everyone is talking about. Elaborating on the relevance of hyperlocal campaigning in the current digital landscape, PivotRoots director – media Jinit Shah said, “Audiences are increasingly seeking personalised experiences. We delivered this with hyperlocal ads to every user who had seen the brand film, hence tying back to the theme of the campaign (Everyone’s Talking Prime), leaving users intrigued and with a sense of delight. “

    [Director Mix Bandstand]

    PivotRoots chief creative officer Hetal Khalsa emphasized the significance of maintaining a personal connection with the audience, stating, “Often with larger-than-life brand campaigns, the message tends to get lost as it trickles down to a wider audience, making the reach suffer. There was an innate need for a solution that delivered the brand message with utmost recall. The intent was to go as hyperlocal as we can with our custom brand messaging, targeting cities and towns across all 3 tiers and delivering it with a personal touch to elevate the impact.”

    [Director Mix Japanese Garden]

    Banner Ads

    To augment the campaign’s reach, dynamic banner ads were strategically placed across multiple sites. These ads were tailored to the time of day and adapted to the specific day of the week, ensuring a customised brand communication approach across various channels.

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    Prime Video’s ‘Everyone’s Talking Prime’ campaign marks a milestone in the streaming industry, setting new standards for engaging and hyperlocal brand communication. With its innovative use of technology and strategic partnerships with PivotRoots, Prime Video continues to solidify its position as the go-to platform for premium entertainment.