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  • Korra elevates Saket Vaidya as its CEO

    Korra elevates Saket Vaidya as its CEO

    Mumbai : Korra, a digital marketing agency, has elevated Saket Vaidya, a leader with a proven track record of driving business growth as chief operating officer (COO), to the position of chief executive officer (CEO). The announcement comes as the company gears up for its next level growth plans to expand in global markets.

    Saket Vaidya joined Korra’s leadership team in January 2017 and has played a key role in the company’s strategic direction and success. His promotion to CEO reflects his strong leadership skills and ability to drive innovation in the digital marketing industry. In his role, Saket will focus on continuing to drive business growth, and expanding market presence. With his extensive experience, Saket aims to lead Korra into its next phase of growth and success.

    Prior to Korra, Saket was associated with multiple businesses such as Webchutney and Indigo Consulting (a Leo Burnett company). Currently, his vision has established Korra as a leader in direct-to-consumer marketing. Vaidya’s leadership has been key to Korra’s successful evolution and consistent profitability.

    “Saket has been crucial to Korra’s success. He has built strong relationships with big brands like Airtel, Airtel Payments Bank, Meta, Sebamed, and Vivo. He has also onboarded clients like Mama Earth and Bata, which have played a key part in punctuating our journey. This has helped us grow, especially after the challenges of the pandemic.” said Korra chairman and MD Kumar Rajesh Raman.

    Commenting on his new role, Korra CEO Saket Vaidya shared, “At Korra, our focus is razor-sharp: to drive tangible business outcomes for our clients, not just deliver services. We’re committed to pushing the boundaries of creativity, fostering strategic partnerships, and deepening our client relationships. This isn’t just about growth – it’s about setting new industry standards and becoming an indispensable force in our clients’ success stories.”

    As CEO, Saket envisions Korra as a global marketing organisation by 2025, unbounded by medium and expertise. This promotion aligns with Korra’s recent business transformation, which includes the establishment of a center of excellence (COE) and the onboarding of a new leadership team focused on revenue and operations, growth and partnerships, strategy and service excellence, and analytics and data sciences.

  • Diataal ropes in Tamannaah Bhatia for #MyHeartlovesDiataalD campaign

    Diataal ropes in Tamannaah Bhatia for #MyHeartlovesDiataalD campaign

    Mumbai: Diataal D, the rising multivitamin brand, has joined forces with Tamannaah Bhatia in its newly launched campaign #MyHeartLovesDiataalD. Diataal D stands out as a highly effective and unique multivitamin that supports a healthy heart. Diataal D is marketed by USV consumers, which also markets the Sebamed range of personal care and baby care products in India. Diataal range of products is part of its newly launched food & nutrition division.

    The campaign #MyHeartLovesDiataalD leverages tongue-in-cheek humor, to highlight the importance of vitamin D for a healthy heart, as 2 out of 3 in India suffer from vitamin D deficiency. The campaign features Tamannaah Bhatia in a rapid-fire round with a reality show host, highlights the importance of vitamin D for a healthy heart, and encourages health-conscious people to switch to DiataalD daily. The campaign features a series of multilingual films in Tamil, Telugu, Kannada Malayalam, and English to reach consumers across India. To further boost the campaign’s reach and build excitement, the brand will be promoting it across both traditional and digital platforms

    Sebamed president, consumer Shashi Ranjan shared: As an organization, we are committed to fostering healthier and happier communities through science-backed beauty and wellness products. Our brand ethos is deeply rooted in trusting science and bringing positive changes in the lives of people. We are thrilled to have Tamannaah Bhatia as our brand ambassador and with her innate ability to win over the hearts of millions of people across age groups and geographies, will encourage them to embrace healthier choices

    Commenting on the association, Tamannaah Bhatia shared: I am proud to be associated with Diataal. The brand’s unwavering commitment to educating and empowering people about the benefits of vitamin D for a healthy heart is commendable and inspiring. Diataal’s approach to creating awareness about health and sharing it in a manner that can resonate with everyone got me really excited. I am looking forward to being an intrinsic part of the Diataal family and including Diataal D in my diet.”

    Marketing head for nutrition, Shardul Bist shared #MyHeartLovesDiataalD campaign launches with a reality show backdrop, using rapid-fire rounds to highlight the role that vitamin D plays in supporting heart health and general well-being. We are excited to have Tamannaah Bhatia as the face of the brand. With Tamannaah herself being an amazing wellness enthusiast and an accomplished actor, I am sure it will resonate extremely well with a health-conscious audience in Pan India across all age groups.

    The Womb head of account management Dhaval Jadwani shared: “In today’s day and age, nutrition and wellness have become an indisputable part of our lives. The issue around lack of vitamin D and heart health is a concerning one that the brand is taking the lead on. The #MyHeartLovesDiataalD campaign explains the criticality of vitamin D for a healthy heart in a manner that will resonate well with audiences across age groups. The rapid-fire round adds a nice tongue-in-cheek humor to bring alive the message.”

    Korra chief operating officer Saket Vaidya said “Diataal D is a multivitamin solution which augments nutrition and is fortified with the right proportion of this essential vitamin. Contextualizing this message to the Indians at large was very important here, and something the audience is familiar with is the association of the heart with desires. #DilChaaheSirfDiaatalD or #MyHeartLovesDiataalD amplified by Tamannaah’s appeal bridges the gap, educates the audience, and presents the solution in a way they can appreciate.  Super thrilled to see this campaign break out and make waves across mediums.”

  • Diataal ropes in Tamannaah Bhatia for #MyHeartlovesDiataalD campaign

    Diataal ropes in Tamannaah Bhatia for #MyHeartlovesDiataalD campaign

    Mumbai: Diataal D, the rising multivitamin brand, has joined forces with Tamannaah Bhatia in its newly launched campaign #MyHeartLovesDiataalD. Diataal D stands out as a highly effective and unique multivitamin that supports a healthy heart. Diataal D is marketed by USV consumers, which also markets the Sebamed range of personal care and baby care products in India. Diataal range of products is part of its newly launched food & nutrition division.

    The campaign #MyHeartLovesDiataalD leverages tongue-in-cheek humor, to highlight the importance of vitamin D for a healthy heart, as 2 out of 3 in India suffer from vitamin D deficiency. The campaign features Tamannaah Bhatia in a rapid-fire round with a reality show host, highlights the importance of vitamin D for a healthy heart, and encourages health-conscious people to switch to DiataalD daily. The campaign features a series of multilingual films in Tamil, Telugu, Kannada Malayalam, and English to reach consumers across India. To further boost the campaign’s reach and build excitement, the brand will be promoting it across both traditional and digital platforms

    Sebamed president, consumer Shashi Ranjan shared: As an organization, we are committed to fostering healthier and happier communities through science-backed beauty and wellness products. Our brand ethos is deeply rooted in trusting science and bringing positive changes in the lives of people. We are thrilled to have Tamannaah Bhatia as our brand ambassador and with her innate ability to win over the hearts of millions of people across age groups and geographies, will encourage them to embrace healthier choices

    Commenting on the association, Tamannaah Bhatia shared: I am proud to be associated with Diataal. The brand’s unwavering commitment to educating and empowering people about the benefits of vitamin D for a healthy heart is commendable and inspiring. Diataal’s approach to creating awareness about health and sharing it in a manner that can resonate with everyone got me really excited. I am looking forward to being an intrinsic part of the Diataal family and including Diataal D in my diet.”

    Marketing head for nutrition, Shardul Bist shared #MyHeartLovesDiataalD campaign launches with a reality show backdrop, using rapid-fire rounds to highlight the role that vitamin D plays in supporting heart health and general well-being. We are excited to have Tamannaah Bhatia as the face of the brand. With Tamannaah herself being an amazing wellness enthusiast and an accomplished actor, I am sure it will resonate extremely well with a health-conscious audience in Pan India across all age groups.

    The Womb head of account management Dhaval Jadwani shared: “In today’s day and age, nutrition and wellness have become an indisputable part of our lives. The issue around lack of vitamin D and heart health is a concerning one that the brand is taking the lead on. The #MyHeartLovesDiataalD campaign explains the criticality of vitamin D for a healthy heart in a manner that will resonate well with audiences across age groups. The rapid-fire round adds a nice tongue-in-cheek humor to bring alive the message.”

    Korra chief operating officer Saket Vaidya said “Diataal D is a multivitamin solution which augments nutrition and is fortified with the right proportion of this essential vitamin. Contextualizing this message to the Indians at large was very important here, and something the audience is familiar with is the association of the heart with desires. #DilChaaheSirfDiaatalD or #MyHeartLovesDiataalD amplified by Tamannaah’s appeal bridges the gap, educates the audience, and presents the solution in a way they can appreciate.  Super thrilled to see this campaign break out and make waves across mediums.”

  • CAMM Summit 2022: ‘Technology no longer just a vehicle to transmit content’

    CAMM Summit 2022: ‘Technology no longer just a vehicle to transmit content’

    Mumbai: Technology has evolved from a support system to an enabler and finally a driver of content consumption in the modern media landscape. Content and technology have become inextricably intertwined with the role of technology becoming more important in the media industry. At the Content-Tech, Ad-tech, Mar-Tech and More (CAMM) Summit and Exhibition 2022 organised by IndianTelevision.com co-powered by PubMatic and industry partner Adjust, the publishers, technology partners and marketers were part of a panel discussion on ‘managing content infrastructure to create a seamless content experience.’

    The session was led by CupShup co-founder Sidharth Singh, who was joined by Network18 Media and Investments group chief technology officer Rajat Nigam, Rezolve chief executive officer – India Sunder Madakshira, Korra founder and CEO Gaurav Nabh, Yotta Infrastructure vertical business head Jollydeep Kaur, and Rackspace Technology managing director Asia Pacific/Japan Sandeep Bhargava.

    Network18’s Rajat Nigam started the discussion by highlighting the constant pressure on publishers to keep innovating in terms of content. “Creativity is a continuous challenge and we need to keep being different. Society has become a co-producer of content. This has opened the field up to multiple players. Our focus is on two areas which are increasing creativity and reducing costs,” he said.

    Rackspace Technology’s Sandeep Bhargava spoke about tools that help brands control costs and innovate by leveraging data. “We use the term data gravity. Similar to how a denser planet has a greater gravitational pull, the more data that you have, the more costs build up and it becomes difficult to make sense of it. At Rackspace, we have a media accelerator that helps our clients optimise data, lowers the cost of keeping data and finds ways to monetise it,” he shared

    The discussion veered towards technical integration in content and dos and don’ts for marketers. “My first advice is to only look at technology as an enabler. It’s not about which technology is best but how you use it,” explained Korra’s Gaurav Nabh. A lot of clients ask me why we’re missing out on NFTs, metaverse or any new technology. But the question they should ask themselves is whether this technology is relevant to their business and is generating RoI.”

    Over the years the perception of technology has changed. “Technology is not just a vehicle for transmitting content but it can actually help the industry generate better insights and create better content,” remarked Yotta Infrastructure’s Jollydeep Kaur.

    Rezolve’s Sunder Madakshira observed that evolving technology must also be accompanied by better metrics to understand consumer behaviour. He noted, “Earlier, marketers used to measure performance in terms of market share. Then it became share of wallet. Today, we talk about share of attention because there is so much content out there that it has created clutter. Similarly, when we talk about revenues, we no longer speak in terms of ownership but in terms of subscription.”

    In a subscription economy, it’s no longer relevant to look at app downloads as a metric for success, according to Madakshira. “There’s no point if the app has become a dormant platform. The focus then should be on retaining attention,” he affirmed.

    Watch the panel discussion here:

  • Mamaearth’s assigns creative mandate to Korra

    Mamaearth’s assigns creative mandate to Korra

    NEW DELHI:  D2C personal care brand Mamaearth has appointed Korra as its creative and content partner. Korra won the mandate in a multi-agency pitch competing against well-known global network agencies.

    The communications mandate entails shaping the narrative for the Mamaearth brand and product campaigns. As part of its duties, Korra will provide strategic counsel for content creation and amplification across mediums. The new alliance will also include the agency working closely with the marketing team and other agency partners to create consolidated integrated communication programmes for the brand.

    The agency recently designed, produced, and released Mamaearth’s first brand initiative, a manifesto film about their philosophy of ‘Goodness Inside’. This is the first of many initiatives being planned to position Mamaearth as a leader in the personal care category in India.

    Mamaearth co-founder & CEO Varun Alagh said, “Korra demonstrated innovative thinking and a deep understanding of our brand philosophy. Being a digital-first brand for millennials, we were looking for a bright, young and talented set of individuals who reflect our philosophy. We are excited about our partnership with Korra and look forward to building the brand with them through meaningful and insightful communication”.

    Korra India founder & CEO Gaurav Nab said, “It’s not every day that you find partners that share the same core philosophies. We are excited to partner with Mamaearth. With the challenger DNA fuelling both brands, we look forward to delivering more path-breaking work in the times to come. We are working towards further strengthening the brand’s foothold in this hyperactive category through an innovative approach aimed at creative storytelling and targeted, digital-first campaigns that raise aspiration for the brand.”

    Korra director Raman Kumar remarked, “Mamaearth is a key milestone in the journey of Korra and a recognition of our capability and talent. We are excited about this partnership and look forward to working with the team at Mamaearth to make it the most preferred personal care brand in India.

    The creative strategy was led by Korra CCO Deepak Kumar who said, “Mamaearth is not just redefining the category but also redefining the way we look at products with their ‘Goodness Inside’ philosophy.  Mamaearth being a strong D2C brand, one can forge strong loyalty among the user base through multiple touchpoints on social media, app and web content. Our pitch had to bring this to life, and I am glad we did a winning job.”