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Tag: Krishnarao Buddha

  • Krishnarao Buddha bids farewell to Parle Products, looks ahead to new beginnings

    Krishnarao Buddha bids farewell to Parle Products, looks ahead to new beginnings

    MUMBAI: Even the best of friends must part at some stage. Parle Products  senior category head – marketing Krishnarao Buddha  has announced his departure from the company after a remarkable tenure of nearly 24 years where he built up various categories for one of India’s top biscuit and confectionery firms. .

    Reflecting on his journey, Buddha described his time at Parle as a deeply meaningful chapter in his career, marked by growth, challenges, and unforgettable memories.

    In a heartfelt message, Buddha expressed his gratitude to the organisation, which he described as more than just a workplace—a family that fostered his personal and professional evolution. He highlighted the mentorship, collaboration, and camaraderie that defined his experience, saying, “I’ve had the privilege of working alongside passionate and dedicated colleagues who became lifelong friends. The impact of this journey will stay with me forever.”

    During his tenure, Buddha contributed to the company’s success through innovative marketing strategies and was part of a team committed to excellence. While excited about the opportunities ahead, he acknowledged the bittersweet nature of bidding farewell to familiar faces, shared victories, and the camaraderie that made his time at Parle so special.

    Looking forward, Buddha expressed optimism and enthusiasm for the next phase of his career, promising to embrace new opportunities and challenges with gratitude and determination.

    “Stay tuned—this is just the beginning,” he concluded, leaving a sense of anticipation for his next professional endeavour.

  • Power of IPL on HD for brands

    Power of IPL on HD for brands

    Mumbai: The record-breaking growth of premium audiences on HD during cricket events drew a massive assembly of advertisers in 2023.

    The measurable growth of HD households and the viewership amassed by HD during major cricket events has given brands a clear choice this IPL. As per BARC, in just three years HD TV households have doubled from 36 million to a massive 71 million, accumulating over 215 million premium audiences. On the back of this growth, IPL 2023 on HD crossed the 100 million mark for the first time ever. HD drove a viewership of 113 million viewers, a spectacular 4X growth compared to IPL 2022. The towering growth was enjoyed by a plethora of brands targeting premium audiences. Both IPL and Cricket World Cup witnessed a massive turnout of brands like Mahindra Auto, Emirates, Visa, Blackberrys, Happilo, Renault, Skoda, Kent, and Spinny among others.      

    IPL on HD witnessed a massive growth in veritably young affluent cohorts:

    IPL 2023 on TV led by HD witnessed a massive influx of young and affluent cohorts as BARC reported a 37 per cent reach growth in Male A Urban viewers, 40 per cent in 15-30 AB Urban and 36 per cent in 15-30 AB 10 Lakh+ Cities. Additionally, the reach growth in English feed audience was an incredible 127 per cent on TV last year. The unmatched and seamless high-definition viewing experience that HD has dominated viewer preference. The scale of collective viewing that HD is a critical factor for premium advertisers and the improvement in key business goals of brands leveraging IPL on HD backs the choice.  

    Brands leveraging IPL and World Cup on HD in 2023 witnessed 4X uplift in business KPIs: Research Studies

    Digital BFSI brand: This brand was promoting a new premium offering and through its HD association with IPL on TV it witnessed a 35 per cent increase in top-of-mind awareness. To put that into perspective, it generated a 4.5X higher uplift compared to other mediums which claim to reach premium audiences. (Source: Hansa Research)

    Premium international brand: During the Cricket World Cup, the brand had launched a new campaign to solidify its position in the Indian market. A YouGov research showcased that the brand witnessed major uplifts across KPIs: ~2X uplift in awareness metrics, 3X uplift in daily active users on it’s app and a massive 4X growth in overall brand metrics compared to other mediums that claim to reach premium audiences. (Source: YouGov)

    Brands custodians on how they leveraged the power of cricket on HD

    Amit Doshi (Britannia) – “The good thing about live sports broadcasts is the multiple feeds that have been created, which are language feeds, HD feeds, and what it allows, brands to do today is to be far more intelligent, far more precise about how we’re using media. We’ve always seen good results.”

    Krishnarao Buddha (Parle Products) – In a recently concluded panel discussion, Buddha stated, “Last year during our association with Star Sports on IPL, while SD feed allowed us to instantly reach a large aggregation of masses, HD feed allowed us to reach a large sum of premium audiences. It became a great vehicle for us to reach the right audience for our premium offering Parle Platina.”  

    IPL on HD has showcased it can amass the largest gathering of affluent audiences in the shortest span, delivering scale with incredible efficiency. With cricket viewership on TV at an all-time high, IPL 2024 presents an unmissable opportunity for brands to drive high consumption among affluent audiences.

  • Sony YAY!’s The Giant Wheel Festival witnesses another resounding success in Delhi

    Sony YAY!’s The Giant Wheel Festival witnesses another resounding success in Delhi

    Mumbai: Sony YAY!, the leading kids’ entertainment brand, successfully concluded the third edition of The Giant Wheel Festival in Delhi last week. The festival attracted a heartening footfall of over 8.7K people, making the event a memorable experience for kids and families. The Giant Wheel Festival underscores our dedication to crafting lasting memories for both brands and families, strategically elevating our commitment to fostering enduring connections in the ever-evolving landscape of kids and family.

    Laughter, songs, dance and merry resonated throughout the festival grounds as all the families immersed themselves in a spectacular array of engaging experiences along with exciting games. This presented kids and families a chance to create timeless memories with their favourite YAY! toons, which transformed the venue into an extraordinary wonderland. The event kick-started the festive cheer for kids and families alike, ahead of the Christmas and New Year Celebrations.

    Renowned Bollywood celebrities like Shilpa Shetty, Jackky Bhagnani, and YouTube sensation, Flying Beast AKA Gaurav Taneja with his family, also participated and elevated the festive spirit as they gave their fans more reasons to rejoice. This unique blend of Entertainment and Engagement with a dash of star power also presented a great opportunity for brands like Parle Candy Culture, Weikfield, Mrs Bector’s Cremica, and Crax to get quality and relevant engagement with their TG, in a conducive ecosystem.

    Comments:

    Network Channel Sales –head- ad sales Sandeep Mehrotra

    “The Giant Wheel Festival in Delhi reflects our commitment to bringing brands closer to their relevant TG. With this magic recipe of the best entertainment and engagement for kids and family alike, we were able to bring brands a successful chance to connect with their audience organically in a meaningful manner.”

    Krishnarao Buddha –Sr. Category Head Parle Products-

    “Parle Candy Culture, the basket of iconic confectionery brands is delighted to have associated with the ‘The Giant Wheel Festival’ in the New Delhi leg. The Giant Wheel Festival created the right platform to reach our Target Audience, the kids. We were overwhelmed by the kind of buzz generated at the event, particularly at our stall. Not just the kids but even the adults savoured our brands at the fest. The celebrities further added to the attractions.”

    Wekfield vice president marketing Bimalendu Tarafdar

    “In a symphony of success, our recent event The Giant Wheel Festival with Sony YAY! unfolded like a masterpiece. The atmosphere was charged with excitement, laughter, and an undeniable sense of toon camaraderie. From the first moment to the final bow, the event sparkled with seamless organization and vibrant energy, and we as Weikfield loved being here.”

    Bector Food Specialities Ltd CMO Apoorva Singh Bais

    “We are glad to be part of the event where fun, laughter and unlimited energy of kids made it extremely special, in short it was just “Magical” and what could be more special than the kids loving the sumptuous, tasty cookies from the house of Mrs Bectors Cremica. Congratulations to Sony YAY! and team for this brilliant event.”

    Crax head of marketing Karan Gadhoke

    “Being a part of the Sony YAY!’s The Giant Wheel Festival, was a great experience for Crax. Our collaboration was a success that gave us an opportunity to spread the love for Crax amongst kids.”

    Wipro Consumer Care and Lighting  head of media Suman Pal

    “The recent partnership of Glucovita Bolts and Sony YAY! for “The Giant wheel Festival” was an astounding success. The atmosphere was full of excitement and laughter of kids, finding their sweet spots. The event was well-organized and had a lot of energy. We, Glucovita Bolts, were thrilled to be part of this engagement activity. The festival started with a bang and kept the audience captivated throughout. The high-energy games played across the stalls and stage with toon characters were impeccable. It was truly an unforgettable experience. From live performances to interactive games like the Glucovita Bolts challenge, there was something for everyone across age groups.

    The Giant Wheel Festival with Sony YAY! was a testament to the power of collaboration and creation of magic.”

  • After branded atta, Parle Products now forays into cereal category

    After branded atta, Parle Products now forays into cereal category

    Mumbai: After making its foray into the branded atta segment, Parle Products which specialises in biscuits, snacks, and confectionery has now announced its entry into the cereals category with the launch of ‘Hide & Seek Fills’.

    The company aims to produce highly nutritious cereals for an energising breakfast and strengthen its product portfolio for consumers in all age groups. The new product will take advantage of opportunities in the kids snacking market by providing 50 per cent premium chocolate filling to satisfy hunger pangs, serve as an immediate breakfast, and provide a quick sumptuous snack.

    According to the company, ‘Hide & Seek Fills’ will continue the rich chocolaty experience established by ‘Hide & Seek’, a kind of Chocolate Chip Cookies, which debuted in 1996. The company’s premium ‘Platina’ range will bring the new mix of healthy and indulgent offerings into the newly launched segment. With the new category introduction, Parle Products will bring innovation to the line of breakfast cereals while providing affordable products to customers without compromising on health or taste. Hide & Seek Fills, offered at Rs. 10 packs across India, is the first step in expanding the cereal category, it said on Thursday.

    Parle Products senior category head Krishnarao Buddha said the company’s deep knowledge of consumer behaviour and patterns has enabled it to meet the consumers where they are today. “Our understanding indicated that a lot of people prefer breakfast cereals as healthy options for themselves and their kids. By extending Parle’s portfolio, our goal is to provide consumers with choices on quick and healthy breakfast. Our entry into the niche breakfast cereal industry will give a fresh perception of the values and character represented by the ‘Parle Products’ name,” he said.

  • Parle weaves threads of empathy, prayer and charity with new digital film

    Parle weaves threads of empathy, prayer and charity with new digital film

    Mumbai: In an effort to celebrate solidarity and hope, Parle Products, India’s leading biscuits, confectionery & snacks & bakery manufacturer, has kicked off #EkBadiDua Ramzan campaign digitally during the holiest month in Islam to engage with Muslim audiences. The campaign aims to meaningfully build long-lasting consumer connections and drive growth.

    Ramzan is a sacred month marked by fasting from dawn to dusk, an emphasis on charity, sharing meals with loved ones and preparing for Eid al-Fitr, which marks the end of the fasting month. It is also the time of increased consumerism and elevated attention to shopping. However, Ramadan 2020 is faced with a pandemic that has disrupted movement, supply chains and businesses around the world. The pandemic has revealed the capacity and shortcomings of every nation. While daily wagers are struggling to make ends meet, we are seeing unemployment, salary cuts, enforcement of unpaid leave and significantly increased work hours of frontline workers that has made people more aware, empathetic towards others and conscious about safety.

    The campaign #EkBadiDua urges people to participate and highlight their efforts of goodwill to spread joy and positivity during these challenging times. The digital film showcases a father explaining to his son that no dua (wish) is small and this is a difficult time for everyone around us. The father wants to imprint his values of compassion, gratitude, empathy, and charity in his son.

    Parle Products senior category head Krishnarao Buddha said: “The Holy Month of Ramadan is a time when people reflect on what truly matters: health, family, wellbeing and human relationships. Today, we pray for the sick, the frightened, those who have died, and those who grieve. Through this digital film, we would also like everyone to lend a helping hand for those in need. At Parle, it has always been important for us to connect with our consumers, maintain open lines of communication and keep them informed at this challenging time.”

    The film will be released on social media platforms like YouTube, Facebook, Instagram, Twitter, LinkedIn and O.T.T Platforms. To view the video: Parle #EkBadiDua