Tag: ITC

  • Indias path to Nation’s Future at Business Today’s India@100 Summit

    Indias path to Nation’s Future at Business Today’s India@100 Summit

    Mumbai: At the third edition of the Adani BT India@100 summit, held on August 20 at the Leaders’ Lounge, Bharat Mandapam in New Delhi, the discussions centered around strategies for India’s future as the country approaches the centenary of its Independence in 2047.

    Hosted by Business Today, the summit brought together over 300 delegates, including top government officials, policymakers, entrepreneurs, and business leaders, for a series of 14 insightful sessions. The summit was supported by Title Partner Adani, New Energy Partner Becquer Solar, Associate Partners NABARD and SECI, and Skilling Partner Skill India.

    Arvind Panagariya, Chairman of the Sixteenth Finance Commission, stated that India could become a $50 trillion economy by 2047 by focusing on sustainability, digital transformation, and public-private partnerships. He emphasized these areas as crucial for driving growth and establishing India as a global leader.

    Krishnamurthy Subramanian, Executive Director at the International Monetary Fund, took that number a notch up, saying with sustained investment in infrastructure, technology, and education, the country could potentially reach a $55 trillion economy by its centennial. He pointed out that this would require a 15-fold increase in the current economy, which stands at $3.3 trillion.

    Nivruti Rai, Managing Director and CEO of Invest India, outlined the country’s target of attracting $1 trillion in foreign direct investment (FDI) over the next decade. She identified sectors such as pharmaceuticals, textiles, renewable energy, and technology as crucial to this effort and stressed the need for India to strengthen its supply chain, simplify regulations, and invest in a skilled workforce.

    Addressing public sector inefficiencies, N.K. Singh, former Chairman of the 15th Finance Commission, called for regulatory reforms and modernisation, particularly in the telecommunications sector. He noted that issues like spectrum allocation and service disruptions during elections have hindered the sector’s growth and argued that reforms are essential for improving service delivery and ensuring public sector organisations contribute effectively to national growth.

    Shivraj Singh Chouhan, Union Minister of Agriculture & Farmers Welfare, presented a five-point strategy for the agriculture sector at the summit. He emphasized the government’s focus on increasing production, reducing costs, ensuring fair crop prices, addressing global farming threats, and diversifying crops beyond staples like wheat and rice. Chouhan highlighted Prime Minister Narendra Modi’s commitment to transforming India into a developed nation, particularly through advancements in agriculture.

    Ruchir Sharma, Chairman of Rockefeller International, provided a cautious perspective on India’s economic future, questioning whether the country could achieve developed nation status by 2047 without significant reforms and higher growth rates. He underscored the challenge of sustaining the necessary 10-12% annual GDP growth, noting that only a few countries, such as China and South Korea, have managed to do so over long periods.

    Employment and skill development were also key themes. Manish Sabharwal, Vice Chairman of TeamLease Services, highlighted the issues of low wages and skills mismatches, pointing out that nearly 85% of India’s workforce is in the informal sector. Jayant Chaudhary, Minister of State for Skill Development and Entrepreneurship, announced new skilling initiatives aimed at aligning vocational training with market demands.

    Ola Founder Bhavish Aggarwal emphasized the importance of data sovereignty and robust management policies to leverage India’s vast digital ecosystem. He introduced his AI initiative, Krutrim, as part of efforts to build India’s capabilities in artificial intelligence, stressing that the country must retain control over its data resources.

    Sanjiv Puri, Chairman & MD of ITC, discussed challenges facing the MSME sector, which accounts for about 30% of India’s GDP and employs over 110 million people. He highlighted the need for inclusive growth, climate action, and support for MSMEs, stressing the importance of intellectual property and innovation in maintaining India’s competitive edge globally.

    The summit also saw Congress leader Karti Chidambaram express concerns over lateral entry into the Indian bureaucracy, advocating for the preservation of social justice and affirmative action. His views were challenged by BJP leaders, who defended the current administration’s policy, arguing that it infuses new energy and expertise into the bureaucracy.

    Vikram Gandhi, a professor at Harvard Business School, discussed the financial challenges of achieving India’s net-zero carbon emissions target by 2070, pointing out that substantial international financial assistance and investment in green technologies are crucial for meeting these climate goals.

    As India approaches its centenary of independence, the Adani BT India@100 summit underscored the opportunities and challenges the nation faces on its path to becoming a global economic powerhouse.
     

  • SalesCode.ai announces the launch of ‘CPG CXO Conclave’

    SalesCode.ai announces the launch of ‘CPG CXO Conclave’

    Mumbai: SalesCode.ai, an advanced AI-powered platform for consumer packaged goods (CPG) sales, has announced the launch of its flagship event – the ‘SalesCode CPG CXO Conclave’ on the occasion of its tenth anniversary.

    With “10 Years Future Forward with AI” as its theme, the first-of-its-kind conclave is scheduled for 23 August 2024 at the Grand Hyatt in Gurugram.

    ‘SalesCode CPG CXO Conclave’, focused on future defining trends and disruptions that will shape the next 10 years of the CPG sector, is already attracting a lot of attention and anticipation from the senior leaders of the industry.

    Some of the notable special guests and industry leaders attending the event are Coca-Cola India and SouthWest Asia, president, Sanket Ray; ITC TM&D Division, CEO, Sandeep Sule; Britannia, CEO, Rajneet Kohli; DFM Foods, CEO & MD, Vipul Prakash; Avaana & Board of Directors, Nestle, founding partner, Anjali Bansal; Nexus, ex co-founder, Sandeep Singhal; G.O.A.T Brand Labs, founder, Rishi Vasudev; OTP Ventures, founder, Suhail Sameer (former CEO – BharatPe); Accenture, head of AI/Gen AI, Prashant Kumar (founder & CEO, Entropia); RP Sanjiv Goenka Group, president FMCG, Rajeev Khandelwal.

    The upcoming event will bring together 200 plus global corporate leaders, including CEOs, CXOs, start-up founders, and investors, to explore how sales and RTM (route to market) technologies developed in the last 30 years will be reinvented with AI and eB2B in the next three years.

    SalesCode.ai CEO and co-founder Ranjeet Kumar said, “There is a huge future defining disruption happening in CPG sales and RTM, with AI and eB2B. This has made it imperative for CPG companies to adopt these innovations to ensure future growth and competitiveness. However, while many companies are aware of this change, only a few can envision its impact and the risk of not taking action in the near future.”

    “With ‘SalesCode CPG CXO Conclave’, we intend to provide all the stakeholders with a platform to converge and discuss the changing dynamics, identify opportunities, and address challenges. This conclave is an extension of our commitment to make an impact and define the future of sales for the CPG industry. We will continue to deliver on our mission to empower CPG companies by reinventing Sales and RTM processes with AI and eB2B and guaranteeing sales uplift,” he added.

    Key topics and highlights:

    1    Coming of AGI and super intelligence! What Business Leaders must do!

    2    Unveiling industry-defining, future-ready technologies for sales

    3    NextGen Sales Team and RTM with GenAI and eB2B

    4    CEO and CXO Panel discussions on future defining trends and disruptions that will shape the next 10 years (AI, eB2B, D2C, Q-Comm, B2B2C)

    The conclave will commence with a grand opening reflecting on SalesCode.ai’s transformative journey over the past decade and its ambitious vision for the next ten years. Additionally, attendees will witness a series of innovation showcases and panel discussions featuring prominent CEOs and CXOs, providing deep insights into the transformative trends impacting the CPG sector.

    Among those, two key panel discussions are focused on the ‘NextGen Sales Team & RTM with GenAI and eB2B’ and ‘Future Defining Trends & Disruptions’. These discussions will delve into how technologies like AI and eB2B are accelerating change in the CPG industry, the evolving role of sales teams, and how parallel forces such as D2C, QCommerce, and B2B2C are reinventing traditional processes and shaping the future of CPG firms.

  • TAM AdEx: Top 10 brands contributed 10 per cent share of TV ad volumes

    TAM AdEx: Top 10 brands contributed 10 per cent share of TV ad volumes

    Mumbai: TAM AdEx India has released a television advertising half-yearly report for Jan-Jun’24.

    Jan-Jun’24 saw a minor three per cent drop in ad volumes on television over Jan-Jun’23.

    In Jan-Jun’24, ‘food & beverage’ (24 per cent) was on top followed by ‘personal care/personal hygiene’ sector with 16 per cent share. ‘BFSI’ is the only newly entered sector in the top 10 list during Jan-Jun’24. The top 10 sectors contribute nearly 90 per cent of the ad volume share in Jan-Jun’24.

    The top 10 categories together added 32 per cent share of ad volumes in Jan-Jun’24. In the period from Jan-Jun’24, the categories ranked third, seventh, eighth, and ninth showed a positive shift in rank compared to the same period in 2023. ‘Rubs and balms’ was the new entrant among the top 10 categories during Jan-Jun’24. Categories on rank three, seven and ten were from the ‘food & beverages’ sector.

    The ‘milk beverages’ category saw the highest increase in ad secondages with growth of 24 per cent followed by ‘rubs and balms’ with 40 per cent growth during Jan-Jun’24 compared to Jan-Jun’23.

    ‘HUL’ topped the list followed by ‘Reckitt’ during Jan-Jun’24. The top 10 advertisers together added 45 per cent share of ad volumes during Jan-Jun’24. ‘Reliance Jio Infocomm’ observed a positive rank shift along with ITC and Wipro.

    The top 10 brands contributed 10 per cent share of television ad volumes. During Jan-Jun’24, total 7.8K plus brands were present on television.

    Five out of the top 10 brands were from ‘Reckitt Benckiser’ and two were from ‘HUL’.

    During Jan-Jun’24, ‘GEC’ outperformed ‘news’ channels as the leading genre for advertising, similar to the same period in 2023. The top five channel genres accounted for more than 90 per cent share of ad volumes during both Jan-Jun’24 and Jan-Jun’23.
     

  • ITC Mangaldeep unveils ‘Dil se Karo Baat, Bhagwan Ke Saath’ campaign

    ITC Mangaldeep unveils ‘Dil se Karo Baat, Bhagwan Ke Saath’ campaign

    Mumbai: ITC Mangaldeep has announced its new campaign, ‘Dil se Karo Baat, Bhagwan Ke Saath,’ which translates to ‘Make God your close confidant.’ The campaign celebrates one’s divine connection with god. It illustrates the relationship between humans and god as that of between two friends where heartfelt conversations take place. With this campaign, the brand embraces a new positioning that encompasses a diverse set of lives, rituals, and ways of expressing beliefs.

    The ‘Dil se Karo Baat, Bhagwan Ke Saath’ embarks on a journey of strengthening the bond we share with god and persuades us to be transparent with him as he is our confidant. This joyful campaign reimagines this connection, fostering a personal and friendly bond with god. Inspired by everyday interactions where individuals share worries, seek solace, express gratitude, and celebrate events, the campaign emphasizes the human need for intimate communication with the divine.

    Being ‘an enabler of devotion and a sense of well-being’, the brand intends to be a part of both the grand festival celebrations as well as the prayers we do in between everyday moments. While Mangaldeep is an important part of temple visits, it also has a role to play in prayers which take place on the go, at workplaces, stadiums, and shops, when we are in need. The belief is that temples are the holy abode of our gods, but the brand also supports the perspective that god never leaves our side. Mangaldeep believes that prayers can bring our loved ones together while also strengthening our souls and creating a personal space of calm.

    Speaking on the launch of this creative communication campaign, ITC chief executive of the matches & agarbatti business (MAB) Gaurav Tayal said, “This campaign aims to illustrate our connection with god. Through this campaign, we move beyond the idea of god solely residing in places of worship and instead emphasize the possibility of experiencing the divine presence throughout our daily lives. Through relatable scenarios, we showcase how this connection fosters not just a sense of respect for god’s power, but also a sense of companionship.”

    To take this campaign to its target set of audiences, ITC Mangaldeep has launched a new ad visualised by Ogilvy India.

    Speaking about the campaign, Ogilvy India group creative director Rajesh Mani said, “Who do we have a heart-to-heart with? Usually, someone we feel really close to. There’s a sense of ease and comfort that we feel. In this campaign, we ask people to speak to that one person who is in all our hearts – god. He is the 24X7 friend, philosopher, and guide. He doesn’t mind how you pray or for how long, as long as it’s from the heart, he will listen. Mangaldeep brings forth this beautiful thought in a slice-of-life fashion expertly capturing the nuances and champions devotion and devotees. This film is a beautiful blend of tradition and modernity that is at the core of Mangaldeep.”

    In addition to the flagship TVC launch which will air from the 10 July in the states of Tamil Nadu, Andhra Pradesh, West Bengal, Arunachal Pradesh, and Kerala, Mangaldeep has a set of social media and influencer activities planned in line to promote this new positioning among its consumers.

  • Shah Rukh Khan ‘Ke Tiffin Mein Kya Hai’ is finally out of the bag

    Shah Rukh Khan ‘Ke Tiffin Mein Kya Hai’ is finally out of the bag

    Mumbai: The internet was abuzz with the question “What’s in Shah Rukh’s tiffin?” over the past few days. It is widely known to his fans that the King of Bollywood carries his own tiffin to the sets. However, no one really knows what he brings in the tiffin!

    From film pages to fan pages and celebrities like Farah Khan Kunder, Taaruk Raina, star Chef Sanjyot Kheer, popular choreographer Shehzaan Khan and influencer Aryan Kataria took to social media and shared their deep desire to know “What’s in Shah Rukh’s tiffin”.

    The conversation grabbed eyeballs with nine million views across social media. Fans enthusiastically shared the content, contributing to its viral success and setting the stage for the campaign reveal.

    While the internet kept wildly guessing from salads to biryani, SRK finally revealed that like many Indians, he too loves to end his tiffin on a sweet note and carries his favorite Sunfeast Dark Fantasy cookie in his tiffin. Filled with decadent molten choco crème, Sunfeast Dark Fantasy is the ideal post-meal dessert.

    Recognizing the universal craving for a sweet treat after a meal, Sunfeast Dark Fantasy has spotted a unique opportunity to enhance the tiffin experience. The brand tapped into the insight that people often end their meals with sweets/desserts at home or in restaurants.  This practice is however overlooked in lunchboxes or tiffins. With this unique insight, the brand has unveiled its latest campaign “Har Tiffin Ki Sweet Ending” starring Shah Rukh Khan. In this campaign, Sunfeast Dark Fantasy presents a convenient and indulgent solution that fits perfectly into any tiffin.

    Each Dark Fantasy cookie offers a molten choco experience at the center and is individually packed for easy inclusion in lunchboxes, making every tiffin’s end sweet and hassle-free.

    ITC chief operating officer, biscuits & cakes cluster, foods division Ali Harris Shere shared his excitement, “We are thrilled to unveil our latest campaign, ‘Har Tiffin Ki Sweet Ending’ with Shah Rukh Khan. With this campaign, we aim to redefine the way people look at their tiffin. We hope to enhance their consumption habit by offering a dessert experience in a convenient format which elevates their tiffin moments.

    FCB Ulka, Bangalore president & head of office Damodaran. M added that “As Indians, our behaviour has always been to satisfy our craving for something sweet after every meal. However, when it came to our tiffins, this behaviour was missing. And, that was an opportunity for us to position Dark Fantasy as the ideal fit for your tiffin’s sweet ending. Our product, in both form and taste, will complete every tiffin box that is being packed or opened across India”.

    The ‘Har Tiffin Ki Sweet Ending’ campaign will be rolled out across various digital media platforms across the country. The brand is confident that the campaign will resonate with consumers and inspire them to add Dark Fantasy Cookies in their tiffin, lunch and snack boxes as a dessert.

  • Posist transforms into Restroworks

    Posist transforms into Restroworks

    Mumbai: Posist, a pioneer in cloud-based restaurant technology solutions, announced a comprehensive rebranding as it changed its name to Restroworks. This new identity reflects the company’s transformation since its inception in 2012 from a Point of Sale (POS) provider to a unified technology platform serving global restaurant chains like Taco Bell, Subway, Nando’s, Buffalo Wild Wings, Belgian Waffle Company, and groups like Dabur, ITC, and Reliance across multiple formats, including food courts, IT parks, universities, food zones in airports, among other.

    Restroworks, a fusion of ‘Restro’ and ‘works,’ symbolizes the company’s commitment to encompassing the entirety of the restaurant technology domain. The new brand name embodies the company’s unified suite of products addressing all aspects of restaurant operations and technological requirements.

    With its renewed purpose of ‘making restaurants prosperous,’ the company has undergone rebranding by introducing a new company name, logo, website, and fresh identity to represent its unified technology platform  – including cloud-native POS software, inventory management software, a kitchen automation suite, analytics, digital ordering solutions, and integrations with over 400+ third-party solutions like delivery aggregators, payment gateways, loyalty programs, financial and accounting tools, and ERP solutions.

    “In 2012, we started Posist with the vision of making a mark in restaurant technology with our cloud-native POS solution. As we grew, we pushed the boundaries, driven by our vision to build products that can create a long-term impact on the bottom-line efficiency of global restaurants and make them prosperous. Our company’s evolution and expanded vision called for a new brand identity that allows us to articulate our progression as a unified restaurant technology platform. In sync with our vision, we have unveiled Restroworks – a name that symbolizes our commitment to providing comprehensive technology that seamlessly works across the entire restaurant ecosystem. This rebrand is more than just a name change; it reflects our strategic approach to building the company over the next decade as a pioneering force in restaurant technology,” said Restroworks founders Sakshi & Ashish Tulsian.

    Early this year, Restroworks (formerly Posist) cemented its market leadership and was named one of the top 50 APAC software companies in the prestigious G2 2024 Best Software Companies list. The company achieved over 80% year-over-year growth, reaching 20,000 customers across more than 50 countries.

    Over the last five years, Restroworks has significantly invested in expanding its global presence in the US, Middle East, Latin America, and Southeast Asia. The company also invested in high-quality infrastructure and upgraded security compliance to provide a scalable, enterprise-grade cloud platform for multi-national restaurant chains. Restroworks is certified with ISO 27001, ISO 27017, ISO 27701, SOC1 Type 2, SOC 2 Type 2, and GDPR compliant.

    To boost the industry’s technological prowess, the company has launched Restroworks Academy – a platform for customers and their frontline staff, equipping them with the knowledge to become more efficient and upskill their technology knowledge. The initiative is now being rolled out to impart skill development among hospitality students in various universities.

  • TAM AdEx: Rewinding 2023 for advertising in music genre

    TAM AdEx: Rewinding 2023 for advertising in music genre

    Mumbai: TAM AdEx India has released a report on television medium – reminiscing 2023 for advertising in music genre.

    Trends: Ad volumes/channel in music genre: 46 per cent rise in 2023 compared to 2019

    Ad volumes for movie genre per channel witnessed growth during 2021 and 2022 with 37 per cent and 42 per cent share compared to 2019. Whereas, 2023 observed growth in ad volumes by three per cent over 2022 for movie genre. Compared to Q’4 of 2023, there was growth in ad volumes of 17 per cent in Q’2 of 2023.

    Share of music genre in overall TV advertising: 2019-23

    Over the past five years, the music genre constituted a share of ad volumes ranging from 11 per cent to 13 per cent.

    Top five sub-genres of music genre

    Tamil and Punjabi Music sub-genre maintained their ranks in 2023 over 2022, with Tamil having 18 per cent share of ad volumes and Punjabi 13 per cent share in 2023. Together, the top five music sub-genres accounted for 55 per cent share of ad volumes in 2023.

    Leading sectors: Top 10 sectors added 95 per cent ad volume share for ‘music’ advertising

    In 2023, the F&B sector emerged as the top contributor to ad volumes within the music genre, accounting for a 26 per cent share. During 2023, the top eight sectors retained their respective positions compared to 2022.

    Leading categories: Toilet soaps (nine per cent) led the music genre’s category in 2023

    During 2023, the top 10 categories had a collective share of 42 per cent with Toilet Soaps leading the list. Tea entered the top 10 list of categories in 2023 with three per cent share of ad volumes compared to 2022. Out of the top 10 categories present in 2023, five of them belonged to Food & Beverages Sector.

    Top growing categories: 100 plus categories registered positive growth

    Toilet soaps saw the highest increase in ad seconds (55 per cent), while eye make up topped in terms of growth percent with eight times growth during 2023 compared to 2022 in music genre.

    Leading advertisers: 2023 – 760 plus players were present in the music genre

    Top 10 advertisers contributed 70 per cent share of music genre’s ad volumes. Reckitt Benckiser and HUL retained their first and second positions during 2023 with 24 per cent and 21 per cent share of ad volumes. ITC was the only new entrant during 2023 compared to 2022.

    Exclusive^ advertisers present in music genre: Y 2023

    Over 45 advertisers publicised exclusively in music genre during 2023. Juniors Fashion Week was the top exclusive^ advertiser in Music Genre followed by Jay EII Healthcare.

    ^ Present in music genre but not in other genres

    Leading exclusive advertisers: 2023

    Over 295 advertisers exclusively publicized during 2023 in the music genre. In the year 2023, Bacardi Martini India emerged as the leading exclusive advertiser over 2022.

    Present in 2023 but not in 2022

    Leading brands of 2023: Over 1,980 brands were present in music genre during 2023

    The top 10 brands contributed 17 per cent share of music ad volumes. Dettol Antiseptic Liquid secured the first position with three per cent share of ad volumes in 2023. The top five brands retained their respective positions during 2023 over 2022. Veet Pure, Santoor Sandal, and Turmeric & Surf Excel Easy Wash were new entrants in 2023 compared to 2022. Mortein Smart Plus was an exclusive brand that entered the top 10 list and secured ninth position in 2023 over 2022.

    Advertising share by time bands in music genre

    Prime time garnered highest share of ad volumes of 32 per cent followed by afternoon with 27 per cent in 2023. Primetime, afternoon & morning time bands together added 74 per cent share of music genre ad volumes.

    Ad size in the music genre: 2023 and 2022

    Ad size of 20-40 seconds was majorly preferred by advertisers in both 2023 and 2022 with 72 per cent and 69 per cent share of ad volumes respectively.

  • Jaikishin Chapproo: We will definitely be evaluating the big premieres on TV channels

    Jaikishin Chapproo: We will definitely be evaluating the big premieres on TV channels

    Mumbai: The power of movies on television often referred to as the ‘big picture’ has impacted how we consume entertainment, making it an essential part of our lives. Not only that, the synergy of movies and TV has also grown to be lucrative for brands who want to reach India at large and impact the general consumers’ daily lives. In a series of chats with marketers and media veterans, Indiantelevision.com founder, CEO & editor-in-chief Anil NM Wanvari discusses all things related to marketing, media and especially movies with ITC Ltd head of media & PR Jaikishin Chhaproo.

    Edited excerpts

    On early life and experiences

    I was born and brought up in Mumbai and did my schooling, and college here as well. I am also an engineering graduate. Then I realised that I can’t do this for the rest of my life. My friends were preparing for MBA and in the office during lunch hours they used to grab their food in 10-15 mins from the window and then they used to appear for the prep test for CAT. Once I was alone and one of my colleagues was doing this test, I picked up a book from the table and gave one aptitude test. When the test got over and this guy started rating me and he was like you have got beginner’s luck and you have scored better than me; also you did one level more advanced whereas I haven’t reached there. So I just took his notes and photocopied them like it used to happen in those days. I then appeared for my entrance exam, got admission and got into my MBA. I cleared from Somaya in ‘97. Somewhere during my MBA course, I decided that I have to make a career in advertising and choose media as a field. Out of 27 years that I have been working almost 17-18 years I’ve been at FMCG. Sometimes in broadcast and sometimes in e-com and telecom.

    The experience is good so far, nothing to complain about. Even today it’s said that if you enjoy your work it doesn’t look like work. For me every day is like a fun time even if I’m sitting at my home and opening up my laptop, the moment I get into my work it’s like I am a different person and for most of my friends, the worst person to call during working hours is me because most of the time my answer is I will call you back later.

    On engineering background helping your media career

    Somewhere education helps you everywhere and aids you in whatever you do. Having a background in engineering helps you be more analytical in numbers. From that perspective, it has been a comfort to be in the media. The newer experience helps you, being the best teacher.

    On your milestones so far

    In the last 27-odd years, I have been lucky enough to work in very good organisations and the bosses that I was put under. So I started with a company called Star Plus Channel which falls into the production of TV serials. I was into backend research and acquisition for new serials that the company would air. It was fun to work on the movies which were aired on Friday nights on DD. Then I moved to Wipro where it was undergoing a change of corporate identity to the new sunflower logo. Then I moved to Godrej, Unilever and then continued with Star in the middle east and continued to work there, moved back to India with Star and then Snapdeal and ITC.

    I remember one statement where one of my ex-bosses used to say that if you are really good at your work then you should work for Unilever. And the day I joined Unilever, I dropped a message to him saying I joined Unilever today.

    On being part of some memorable campaigns

    We did a first-of-a-kind advertiser-funded feature for one of the brands. At that time Surf had a tagline called “Each child has a right”. There was this concept that came from a renowned filmmaker and we just tweaked it around and released a movie around it. That was a satellite release.

    On being a movie buff and watching Hindi cinema

    I’m a hardcore movie buff. There are plenty of times I would pick up references from Hindi cinema, probably people would have watched it but when you kind of narrate that example and you are like “oh ya ya I remember this” stuff like that and I will remember songs on contextual incidents or some situations or stuff like that. Right now the definitions from movies has changed. Long there was a scenario where movies were used to showcase the reflection of the society. So you kind of have a situation where you are kind of taking inspiration from movies, at the same time learning from them. I think it works both ways.

    On leveraging movies in marketing by brands due to record-breaking box office title films

    There are two or three approaches. One is that some of the titles will not let themselves to allow you to do films in time, because some of the stories are cut in some manner that you wouldn’t want the brand to be seen in that space. The other thing is to do an association within the promotional level of the movie wherein you have co-branded promo with your brand, you end up promoting that and you have access to the stars and other things for getting a customized brand message. Then you support it in the cinema screens when the movie is being released.

    On TV being important for creating brand awareness

    Television continues to be an important medium for us. While digital is picking up and gaining traction, television still continues to kind of hold the roof for us. Another thing is, while digital is growing leaps and bounds it is also having its own set of challenges for marketers whether it’s for FMCG or non-FMCG. Everything needs proper syndicated data and ROI calculation to come in. Today on digital one of the key challenges continues to be that the maker, checker, and executor is the same person. If I have a plan to deliver 10 million impressions, I start an activity and I am still dependent on the platform to execute the campaign when it gets over. Also, the moment you start getting into a bit of sharp targeting, the challenges come in terms of frequency because you operate a frequency of 6 say for example, and you end up seeing the frequency reach is going to two or three digits. So those are the challenges that the media keeps facing. However, television over a period of time has evolved and you know that the data is not too wrong.

    On dividing market spends between all of these as prices are not that high

    There is no winning formula or a template for breaking down your spirit because depending on the category you’re operating in, If you’re in a mass category, your mix is most likely to be around 60 to 65 per cent television and the balance would be driven by digital today, you can kind of shave off two – three to five per cent, for some other activities, whether it’s print, whether it’s out of home or whatever. Within television, you can follow basic breakdown, again, depending on your category or breakdown could be parked 10 to 15 per cent for tactical buys, 5 to 10 per cent for your impact buys, and balances for your GRPs if I will put it that way. But as I said there’s no rule for anything. So if your TV spend is 100 rupees in total, ideally about 10 to 12 per cent is parked for an impact. 5 to 10 per cent is parked for tactical buys or something that you want to kind of consume as things happen. So, I would say about 75 to 80 per cent is your regular buys is that your regular plan.

  • Aashirvaad Svasthi ghee adds a love aroma to Ayodhya Ram Mandir Pran Pratishtha

    Aashirvaad Svasthi ghee adds a love aroma to Ayodhya Ram Mandir Pran Pratishtha

    Mumbai: During the sacred occasion of the Pran Pratishtha ceremony at the Lord Ram Mandir in Ayodhya on this month, Aashirvaad Svasthi, ITC’s Ghee brand, is set to spread and imbue the ‘Aro-Ma of Love’ in the Temple. In a gesture of devotion, ITC will be providing Aashirvaad Svasti pure cow ghee which will illuminate thousands of Diyas (lamps) during the auspicious day marking the homecoming of Lord Ram in the newly constructed Ram Mandir.

    Also, in celebration of the Ram Mandir’s inauguration in Ayodhya, ITC’s social investment program, Mission Sunhera Kal, has strengthened its collaboration with the Ayodhya Nagar Nigam. The Swachh ‘Teerth’ campaign has been launched encompassing multi-dimensional interventions. As part of this effort, over 1,000 dustbins made from recycled plastic have been distributed to local vendors. These vendors have taken a ‘shapath’ that is committed to a pledge to ensure the effective utilisation of these bins, contributing to a cleaner and more sustainable environment in the city.

    As part of the Swachh ‘Teerth’ campaign, more than 200 Plastic Collection Boxes, constructed from recycled plastic and with a capacity of 290 litres each, have been strategically placed at various locations. A team of over 200 trained volunteers will be actively involved in overseeing the waste collection process. ITC has been associated with Ayodhya Nagar Nigam and collaborates with the Urban Local Body under the Memorandum of Understanding (MoU) with the Government of Uttar Pradesh. In the coming months, the installation of composters and bio-gas units is planned with the support of Ayodhya Nagar Nigam.

    ITC Aashirvaad Svasthi Ghee takes pride in actively participating and enhancing the celebrations of the devotees during the Ram Nadir inauguration. To become a devotion enabler, ITC has collaborated with the Shri Ram Janmbhoomi Teerth Kshetra to contribute to the momentous occasion of the Nutan Vigrah Pran Pratishtha of Shri Ram Lallaji.

    In a warm gesture to welcome all devotees visiting the sacred city of Ayodhya, ITC Aashirvaad Svasthi Ghee has adorned prominent locations with banners and signages. These welcoming displays can be found at key locations such as the airport, railway station, entrance of the Ram Mandir and other significant temples across the city.

    The Pran Pratishtha ceremony in the New Ram Mandir, is a momentous event for Hindus, signifying the establishment of the life force within a deity’s idol. This transformative ritual endows the idol with divine essence, allowing it to receive prayers and bestow blessings on devotees. Believed to be enduring, the divine presence persists for eternity after the ceremony. The Ram Mandir signifies and is revered as Lord Ram’s birthplace, holds immense spiritual importance and is poised to become a key pilgrimage site, attracting devotees from across the world. 

  • ITC Sunfeast Baked Creations announces Milletverse

    ITC Sunfeast Baked Creations announces Milletverse

    Mumbai: Sunfeast Baked Creations, ITC’s gourmet bakery and desserts brand, launched Milletverse – an innovative new range of offerings that is an ode to the International Year of Millets, as well as gives consumers the choice of healthy, nutritious snacking options. The Milletverse range offers a variety of millet-based treats, including Finger Millet Caramel Brownie, Dark Fantasy Choco Fill Millet Brownie, Multigrain Millet Wellness Bread and Parmesan & Pepper Millet Sourdough Crackers with Pesto Dip. These delectable options not only satisfy cravings but also provide nourishment to consumers looking for both taste and nutrition.

    Each product in the Milletverse range has been thoughtfully curated with the deep knowledge that millets are more than just grains. The range comprises:

    1.    Finger Millet Caramel Brownie: The brownie is meticulously crafted and combines caramel flavour with finger millet flour’s nutritional goodness. Indulging in this brownie will surely please the taste buds, while offering a guilt treat that supports the health goals of our consumers.

    2.    Dark Fantasy Choco Fill Millet Brownie: This brownie stands out because of its topping made with Dark Fantasy Chocofill biscuits. It adds a combination of chocolate and crunchy goodness to every bite. The fusion of these textures and flavours coupled with the benefits of ragi millet make it an irresistible and enjoyable addition to millet-based treats.

    3.    Multigrain Millet Wellness Bread: This delicious and nourishing bread brings a medley of millets and grains in every slice. With jowar, navane, bajra, ragi and quinoa blended together, this bread offers a tasty way to include millets in the daily diet.

    4.    Parmesan & Pepper Millet Sourdough Crackers with Pesto Dip: These light and crispy crackers are carefully crafted with the goodness of millet and a bold, peppery flavour. Pair them perfectly with the delightful pesto rosso dip. By incorporating millets, these crackers align with Milletverse’s mission of offering healthy treats.

    These delicacies are available on Swiggy and Zomato in Bengaluru and Chennai.