MUMBAI: Betting on business just got a digital upgrade and it starts with a “Lagi Shart?.” Indiamart, the country’s largest online B2B marketplace, has dropped a cheeky new campaign that’s all bets, banter, and business. Titled ‘Kaam Yahin Banta Hai’, the campaign reimagines the age-old generational faceoff old-school dad vs digital-savvy son through a series of playful ad films that land one punchline repeatedly: when it comes to business, Indiamart just gets it done.
The campaign hinges on the classic Indian dare Lagi Shart? as the son consistently outsmarts the father by sourcing better deals, bulk buys, and trustworthy suppliers on Indiamart. The punchline: every bet ends in a win thanks to tech, transparency, and trust.
And the numbers back the brag. Indiamart now serves over 211 million registered buyers, connecting them with a massive network of 8 million plus suppliers across the country. With a staggering 119 million plus products listed, the platform ensures variety and depth like no other. Trust is baked in, too thanks to over 8 million product reviews and ratings, and the fact that 40 per cent of sellers are GST-verified. All of this has earned Indiamart a solid 4.8 rating on the Play Store, reinforcing its position as the go-to digital marketplace for Indian businesses.
The campaign cleverly flips the script on how Indian businesses traditionally operate, highlighting how shifting from offline chaos to digital clarity can be a game-changer. The creative brain behind the campaign, ART-E Mediatech, used this generational gap as creative gold, striking a tone that’s both nostalgic and now.
With nearly three decades of presence, Indiamart has evolved into more than just a listings site, it’s a matchmaking engine for MSMEs and large enterprises alike, connecting demand and supply with digital precision.
So, the next time someone challenges your sourcing smarts, you know what to say, Lagi Shart?
Mumbai: DigiBoxx, a made-in-India storage-as-a-service platform, is pleased to announce that Dinesh Gulati, chief operating officer at IndiaMART, has been appointed to serve on the company’s board of directors (the “Board”), effective 1 January 2024.
Dinesh is an established business leader who has played a pivotal role in transforming the telecom and online commerce businesses in the country. With his vision to make doing business easy, Dinesh has been one of the key leaders in the industry, involved in continuous innovation and digital transformation for businesses. His disruptive outlook and astute decision-making have not only made IndiaMART a one-stop expert solution, serving more than 100 million customers but has also unlocked huge value for all the stakeholders.
Before joining IndiaMART, Dinesh served as the group president at Indian Express, managing the entire operations and revenue streams. With a vast entrepreneurship experience spanning over 22 years, he has also worked with leading brands like Airtel, Reliance Communications, and Eastman Kodak in key roles.
“Dinesh is an exceptional industry leader, intrapreneur, and an investor and we are excited to welcome him to the Board,” said DigiBoxx founder and CEO Arnab Mitra. “Dinesh’s insights and experience will be an additional force to serve the Company well as we continue advancing our footprint as a world-class IT platform for both our enterprise and individual users, offering exceptional, frictionless, and seamless experiences while increasing efficiencies. We look forward to leaning on Dinesh’s experience in our journey to reshape and reimagine the way we provide services to our clients.”
“I’m excited to join DigiBoxx as a director at this juncture of their growth and to have the opportunity to work with a talented group of thought leaders,” said Dinesh. “I look forward to serving on the board of DigiBoxx and helping to take it to the next level of its digital and transformational journey.”
A management postgraduate from FMS Delhi with a bachelor’s degree in technology from HBTI Kanpur, Dinesh’s interests include reading, travelling and trekking.
Mumbai: IndiaMART has awarded its social media mandate to Noida-based full-stack agency, Art-E MediaTech. The partnership will be an essential step for IndiaMART in reinforcing its brand communication with its digital audience in a more strategic and effective manner.
This social media mandate was accorded to Art-E MediaTech in a competitive multi-agency pitch. As a leading independent digital marketing and technology consulting firm, Art-E MediaTech will now be in charge of IndiaMart’s social media strategy, influencer marketing, strategy formulation, and media buying.
Speaking about this partnership, IndiaMART, InterMESH chief operating officer Dinesh Gulati said, “We are pleased to partner with Art-E MediaTech for our social media handles with the aim of establishing a strong digital presence. This collaboration will significantly add value to IndiaMART’s brand awareness & loyalty and help us connect & engage with more potential customers.”
“Art-E MediaTech has an excellent team that can assist IndiaMart in fulfilling its mission and vision by bridging the gap between the target audience and the brand. The team’s ideals brilliantly overlap with those of IndiaMart, and thus, the collaboration is destined to produce notable results. ArtE understands how to make a brand’s voice heard and I am sure that will aid us to further strengthen our positioning,” he added.
Sharing his thoughts on the win, Art-E MediaTech co-founder Rohit Sakunia said, “IndiaMart pursues excellence in strengthening businesses in the MSME sector as the company’s major objective. The brand not only shapes the future of small businesses but also drives their business values. Hence, for ArtE, the partnership with IndiaMART is a testament to our expertise in providing result-oriented communication to the leading B2B companies of India while leveraging our detailed market insights.”
“We help brands create meaningful, long-lasting, and impactful communication that drives growth for their businesses through our creative and strategic prowess. With this collaboration, we are looking forward to creating innumerable insight-led campaigns for IndiaMART, driving remarkable results and achieving new levels of success in the digital space,” he concluded.
MUMBAI: Online marketplace IndiaMART that connects buyers and suppliers, has assigned its communication mandate to Happy mcgarrybowen. The agency, from the house of Dentsu Aegis Network, won the account following a multi-agency pitch.
IndiaMART provides a platform to over 4.6 million sellers to connect with over 55 million buyers to search from over 60 million products. Founded in 1996, the company’s mission is to make doing business, easy.
As part of the mandate, Happy mcgarrybowen will fuel the brand’s aggressive growth plans through multi-dimensional communication campaigns across outdoor, digital and social media platforms.
IndiaMART vice president of marketing Sumit Bedi says, “We were looking for a digital-first agency to drive our integrated marketing communication plan. Apart from our SME clients, this year we are also focussing on brand solutions and our new online payment gateway, ‘Pay with IndiaMART’. Happy mcgarrybowen clearly fits the bill as it understands the digital space very well. We hope that our association with the exciting team at the agency will help us create some highly engaging communication for our target audience.”
While Brand Solutions by IndiaMART offers enterprise companies to grow their distribution and sales network via the IndiaMART platform, Pay with IndiaMART enables easy low-cost instant payments through IndiaMART.
Happy mcgarrybowen MD PM Praveen Das adds, “For Happy mcgarrybowen’s new arm specialising in B2B, IndiaMART is a typical business that we want to take to the next level using a mix of digital and other communication formats that is calibrated to create a more favourable response. We are very happy to partner with IndiaMART to help accelerate their growth and leapfrog ahead with unconventional ideas using technology.”
The company has over 3600 employees located across 80 offices in the country. Its existing investors include Intel Capital, Amadeus Capital, West Bridge Capital, and Quona Capital.
MUMBAI: IndiaMART has launched its latest digital-led campaign that focuses on various benefits of Payment Gateway, Pay with IndiaMART.
By showcasing various real businesses from across the country which are listed on its platform, IndiaMART has taken an explanatory route to highlight how IndiaMART’s small and medium businesses (SMEs) have been able to grow their business by using the online payment gateway.
Unlike any other payment gateway, Pay with IndiaMART allows merchants to receive payment instantly in their account even on a bank holiday. Apart from this, the campaign also focusses on the benefits like the availability of EMI options, ability to accept advance payments and ease of operating across geographical limitations.
IndiaMART VP marketing Sumit Bedi says, “We realised that millions of SMEs in India are largely untouched by the benefits of fin-tech. Hence, Pay with IndiaMART, a payment gateway, was launched, which could cater to their requirements. We traveled across the country to collect feedback from the users of the service. These businesses told us how the features of Pay with IndiaMART was assisting them in growing and making it big, like the availability of EMI option and ability to collect instant payment even on a holiday. And thus, through a series of videos under the #BadaKhelJao campaign we want to highlight these success stories and urge businesses to go digital to aid their growth.”
Under the umbrella campaign of #BadaKhelJao, the video would be followed up by five more videos which would be launched in the coming weeks.
NEW DELHI: Zero in on the specifics is the new e-commerce mantra. A new digital ad campaign that highlights a unique value proposition of offering customized products to the buyers has been launched by the IndiaMART, online marketplace connecting buyers with suppliers
Conceptualised by ‘Bang in the Middle’, the film #JaisaChahiyeWaisaPaaiye depicts a hunt for an ‘exotic’ elephant to emphasise on how consumers no longer only seek products that are easily available in the market. The campaign uses humour and curiosity to strike a chord with the audience and shows India’s largest e-marketplace’s ability to tap into the inexhaustible possibilities of a buyer’s demands.
IndiaMART Vice President – Marketing Sumit Bedi said, “In the clutter of marketplaces, IndiaMART is the only one offering customized products as per the buyer’s need. Whether it is furniture for your office or handicrafts for home decor or machinery for your factory, we can fulfil any demand because of a strong base of more than 25 lakh sellers. We keep hearing from our buyers about how IndiaMART helps them get products tailored according to their needs and not just run-of-the-mill products. And, that is what inspired us to roll out this #JaisaChahiyeWaisaPaaiye campaign.”
Bang in the Middle chief strategy officer and managing partner Naresh Gupta said “IndiaMART is not the usual brand. It’s a pioneer and thought leader. It is the definitive place where the small business-owners come searching for growth and profitability. As a brand, IndiaMART has to build its expertise with the small business-owners, and yet come across as a warm and friendly place which powers millions of small businesses across the country. We have ensured that the market sees value in differentiated offerings of the brand”.
With technology at the heart of its business, IndiaMART’s success lies in its vision to provide enhanced and improvised solutions that meet market demands. The e-commerce platform has been at the helm of creating a simple but workable B2B ecosystem. A one-stop destination for connecting buyers and sellers, IndiaMART offers customized and full-service offerings.
NEW DELHI: Zero in on the specifics is the new e-commerce mantra. A new digital ad campaign that highlights a unique value proposition of offering customized products to the buyers has been launched by the IndiaMART, online marketplace connecting buyers with suppliers
Conceptualised by ‘Bang in the Middle’, the film #JaisaChahiyeWaisaPaaiye depicts a hunt for an ‘exotic’ elephant to emphasise on how consumers no longer only seek products that are easily available in the market. The campaign uses humour and curiosity to strike a chord with the audience and shows India’s largest e-marketplace’s ability to tap into the inexhaustible possibilities of a buyer’s demands.
IndiaMART Vice President – Marketing Sumit Bedi said, “In the clutter of marketplaces, IndiaMART is the only one offering customized products as per the buyer’s need. Whether it is furniture for your office or handicrafts for home decor or machinery for your factory, we can fulfil any demand because of a strong base of more than 25 lakh sellers. We keep hearing from our buyers about how IndiaMART helps them get products tailored according to their needs and not just run-of-the-mill products. And, that is what inspired us to roll out this #JaisaChahiyeWaisaPaaiye campaign.”
Bang in the Middle chief strategy officer and managing partner Naresh Gupta said “IndiaMART is not the usual brand. It’s a pioneer and thought leader. It is the definitive place where the small business-owners come searching for growth and profitability. As a brand, IndiaMART has to build its expertise with the small business-owners, and yet come across as a warm and friendly place which powers millions of small businesses across the country. We have ensured that the market sees value in differentiated offerings of the brand”.
With technology at the heart of its business, IndiaMART’s success lies in its vision to provide enhanced and improvised solutions that meet market demands. The e-commerce platform has been at the helm of creating a simple but workable B2B ecosystem. A one-stop destination for connecting buyers and sellers, IndiaMART offers customized and full-service offerings.
MUMBAI: Sunday celebrated fatherhood in India, and so did brands. With the heart warming and viral advertisements revolving around holy month of Ramadan, this Sunday has given other occasion to interact with audiences. Brands have released various digital campaigns on the occasions.
One of the most popular advertisement for Father’s day is BankBazaar.com first digital campaign viedo #ThankyouDad. The brand claims to pay an ode to fathers as the first port of call in a person’s financial decision making.
A father is the first person who taught the first lessons on financial planning and everyone turns to their father for all kinds of financial advice. The campaign is based on this insight. From the very first time we thought about saving to the first time we filed our taxes, fathers have been there to lead us through the complex financial maze. The brand, with this campaign, intends to strike a chord with the online generation in the age group of 25-40.
The new digital advertising campaign went live on June 15, 2016 and targeted various digital mediums. BankBazaar.com’s new digital advertisement campaign has been conceived and conceptualized by ad veteran Manoj Shetty, ex-Ogilvy Group Creative Head.
IndiaMART announced an exclusive digital campaign #CarryTheLegacy, celebrating the occasion. The campaign is a reflection of successive generation carrying on their father’s legacy and inheriting the responsibilities of their business from the head of the family.
Treading that line of thought, the company has collaborated with Bang in the Middle to launch the campaign via a one minute short film that is intended to celebrate and acknowledge every father who works hard to ensure a better future for his children.
The short film thoughtfully captures the sincerity and commitment of fathers across India, who built successful businesses on their own terms and proudly hand over the reins of their enterprises to the next generation. The scenes profoundly establish a father’s affection towards his children through those popular ‘Hari, Mehta, or Aziz & sons/daughters’ signboards. Showcasing the father-child bond, the video depicts how these duos work together to build a greater enterprise which carries their family name. Shot across various brick and mortar marketplaces, the campaign hopes to strike a chord with the audience and make them realize the importance of their father in their lives.
BITM executive creative director Anirban Sen said, “Whatever a father acquires in his life, it is always for his children. The same goes for whatever he builds and creates. Be it a home or business, the vision is always passing these down to his kids. Since we generally see signboards relaying names such as Mehta and Sons, Aggarwal and Sons, Singh and Sons everywhere, it gave us an idea to create a campaign that would make a nice, moving testimony of a father’s hard work and dedication being passed down through generations.”
Brands have also counted on twitter trending with their hash tag campaigns. These campaigns are interactive, and bind on people’s interactions and connections with their fathers.
Foodpanda has innovated #MyDadCEO (Chief Eating Officer) campaign where the brand introduced the campaign on their official twitter account and gave a timeline of different themes. People were asked to respond according to themes, as per their father’s. The first theme that rolled out with a graphic was ‘#MyDadCEO T1: Rajma Rice + Sugar? Share the weirdest food mismatch combos your Dad has ever made to win vouchers!’ Followers responded with their dad’s strange food combinations. The second theme was the dad’s favourite chakna, followed by third theme Favourite music while partying. Theme 4 asked for most ordered food. The best answers won food vouchers from Foodpanda.
Oxigen wallet started #ExcuseMeDad content on its twitter handle where it asked users to give unique excuses to ask money from dad. The best answer is offering a #winBig price from the wallet. The brand also promoted to like and share the campaign. It has received innovative responses.
Nutralite has rolled out #DaddyReceipe campaign, where it asked followers to send their dad’s hack tricks from kitchen to garage. Tweet the trick with hash tag and and a picture with father. The campaign has received quiet a lot of hacks from dad.
MUMBAI: Sunday celebrated fatherhood in India, and so did brands. With the heart warming and viral advertisements revolving around holy month of Ramadan, this Sunday has given other occasion to interact with audiences. Brands have released various digital campaigns on the occasions.
One of the most popular advertisement for Father’s day is BankBazaar.com first digital campaign viedo #ThankyouDad. The brand claims to pay an ode to fathers as the first port of call in a person’s financial decision making.
A father is the first person who taught the first lessons on financial planning and everyone turns to their father for all kinds of financial advice. The campaign is based on this insight. From the very first time we thought about saving to the first time we filed our taxes, fathers have been there to lead us through the complex financial maze. The brand, with this campaign, intends to strike a chord with the online generation in the age group of 25-40.
The new digital advertising campaign went live on June 15, 2016 and targeted various digital mediums. BankBazaar.com’s new digital advertisement campaign has been conceived and conceptualized by ad veteran Manoj Shetty, ex-Ogilvy Group Creative Head.
IndiaMART announced an exclusive digital campaign #CarryTheLegacy, celebrating the occasion. The campaign is a reflection of successive generation carrying on their father’s legacy and inheriting the responsibilities of their business from the head of the family.
Treading that line of thought, the company has collaborated with Bang in the Middle to launch the campaign via a one minute short film that is intended to celebrate and acknowledge every father who works hard to ensure a better future for his children.
The short film thoughtfully captures the sincerity and commitment of fathers across India, who built successful businesses on their own terms and proudly hand over the reins of their enterprises to the next generation. The scenes profoundly establish a father’s affection towards his children through those popular ‘Hari, Mehta, or Aziz & sons/daughters’ signboards. Showcasing the father-child bond, the video depicts how these duos work together to build a greater enterprise which carries their family name. Shot across various brick and mortar marketplaces, the campaign hopes to strike a chord with the audience and make them realize the importance of their father in their lives.
BITM executive creative director Anirban Sen said, “Whatever a father acquires in his life, it is always for his children. The same goes for whatever he builds and creates. Be it a home or business, the vision is always passing these down to his kids. Since we generally see signboards relaying names such as Mehta and Sons, Aggarwal and Sons, Singh and Sons everywhere, it gave us an idea to create a campaign that would make a nice, moving testimony of a father’s hard work and dedication being passed down through generations.”
Brands have also counted on twitter trending with their hash tag campaigns. These campaigns are interactive, and bind on people’s interactions and connections with their fathers.
Foodpanda has innovated #MyDadCEO (Chief Eating Officer) campaign where the brand introduced the campaign on their official twitter account and gave a timeline of different themes. People were asked to respond according to themes, as per their father’s. The first theme that rolled out with a graphic was ‘#MyDadCEO T1: Rajma Rice + Sugar? Share the weirdest food mismatch combos your Dad has ever made to win vouchers!’ Followers responded with their dad’s strange food combinations. The second theme was the dad’s favourite chakna, followed by third theme Favourite music while partying. Theme 4 asked for most ordered food. The best answers won food vouchers from Foodpanda.
Oxigen wallet started #ExcuseMeDad content on its twitter handle where it asked users to give unique excuses to ask money from dad. The best answer is offering a #winBig price from the wallet. The brand also promoted to like and share the campaign. It has received innovative responses.
Nutralite has rolled out #DaddyReceipe campaign, where it asked followers to send their dad’s hack tricks from kitchen to garage. Tweet the trick with hash tag and and a picture with father. The campaign has received quiet a lot of hacks from dad.
NEW DELHI: In a bid to establish its value proposition as a business facilitator of India, IndiaMART has launched a new campaign featuring versatile actor Irrfan Khan titled ‘India ki Khoj.’
IndiaMART has positioned itself as the platform that powers the ‘Khoj’ for growth, success, ambitions and legacy.
“It feels great to be associated with this brand and its campaigns that have been inspirational to millions of entrepreneurs as well as the buyers in fulfilling their needs, be it business or personal. Through this campaign, I am sure that it will generate a strong impact and encourage enterprising people across the country to come forward and put their ideas into action,” said Khan.
IndiaMART has built itself as the definitive market place for millions of Indians who come searching for other businesses to do business with. The campaign moves a step ahead by connecting entrepreneurs to their role models, who they idolise. The idea is aptly voiced by IndiaMART’s brand ambassador, Khan, capturing budding entrepreneurs and their dreams in a short 30 seconds story.
Speaking of the campaign, IndiaMART vice president Sumit Bedi said, “India’s economic prosperity is fuelled by millions of small and medium sized entrepreneurs. We give them the platform to grow and act as an enabler that they can trust. Through this campaign, we will be celebrating the spirit of enterprises found across the length and breadth of India. Thus, we have summed it up as ‘Khoj,’ for everything that they are looking for in life. We don’t just connect markets with opportunity; we connect individuals with their ambitions.”
The campaign has been crafted by Bang in the Middle and was shot in Mumbai.
Bang in the Middle managing partner and CCO Prathap Suthan said, “Every entrepreneur and every businessman starts his or her journey to follow a dream. The innate search and thirst to achieve a target, reach a landmark, and build an enterprise worthy of the dream in their minds. Our country is full of legends of people who have started small and made global successes, and those stories and surnames are driving forces for a country that’s now woken up. They are inspiration to those searching for their own footprints to leave behind. This campaign is a tribute to that entrepreneurial spirit, as much as the earthiness of Irrfan adds realness to the grit of these people.”
The campaign kick-started with a tweet by Khan and will also be amplified through his other digital platforms as well as television, press and radio promotions.
