Mumbai: E-commerce platform Snapdeal has announced its brand campaign called “Brand Waali Quality, Bazaar Waali Deal” in southern markets, including Karnataka, Andhra Pradesh, Telangana, Tamil Nadu, and Kerala. The campaign targets savvy, value-conscious buyers while communicating the e-tailer’s unique value proposition for high utility items, including fashion, accessories, homeware, and more.
The campaign takes a lighthearted dig at the burden users feel about desiring a “branded” lifestyle. Moving the humorous narrative forward, it showcases how the users are liberated from this burden when they discover the depth of high-quality, affordable selection available on Snapdeal. The campaign comes to life through a series of videos in Kannada, Telugu, and Tamil and will be live across all social media platforms like YouTube, Facebook, Instagram, Twitter, and OTT entertainment networks like Hotstar and MX Player.
However, taking a unique approach in the Malayalam speaking market, Snapdeal will run the campaign with Youtube Creator Promotions and Facebook Branded Content Ads only and has partnered with 30+ creators/influencers like Kalidas Jayaram, Ahaana Krishna, and Shamees Kitchen to create 100+ content pieces that will reach out to relevant audiences in Kerala & other southern states.
So far, many people believe that online shopping cannot match their experience of local shopping, which caters to their choices and sensibilities and assures them the comfort of buying from known places. While value retail has traditionally thrived in India’s bazaars and in more recent times through modern format value retailers, an online equivalent of the same was missing.
Speaking on the launch of the campaign, Snapdeal brand marketing director Soumyadip Chatterjee said, “With Snapdeal’s Brand Waali Quality Bazaar Waali Deal, we are breaking the myth that only expensive & branded products offer good quality. It also highlights our positioning as a leading value e-commerce platform. We also want to create awareness among people that good quality doesn’t have to cost extra, and they can now find many suitable options and choices online from the comfort of their homes.”
“Tamil Nadu/Karnataka/Kerala/Andhra Pradesh and Telangana are a significant customer base for Snapdeal, and the scope & potential to increase our reach in these markets is immense,” he added.
Earlier this year, Snapdeal had launched its Brand Waali Quality, Bazaar Waali Deal, for its Hindi speaking market with a series of 10 videos starring Bollywood actors Riteish Deshmukh and Genelia Deshmukh.
KOLKATA: Homegrown social commerce platform Trell has come up with a week-long #IMEMYWEEK campaign featuring lucrative deals on notable brands on the app. The campaign, that will run in the first week of every month, commenced on 1 May and will be running till 7 May, so as to enable its customers to treat themselves during their pay week.
#IMEMYWEEK refers to individuals in the first person to create a connection and drives the compelling notion that everyone should be open to splurging on themselves, guilt-free, from time to time. The campaign provides an opportunity to customers to finally fulfil their wishes by ticking items off their wishlist that they’ve been eyeing be it that new perfume, the lipstick in that trending shade, or the set of skincare products they’ve been contemplating to purchase for a while now.
Eminent makeup, grooming, skincare, health and wellness, and fragrance brands including Lakmé, Mamaearth, Bombay Shaving Company, Plum Goodness, Khadi Natural, OGX, and LetsShave and premier brands such as Mercedes Benz, Bentley, Jaguar, and Mirabelle Korea, amongst others, would be offered at attractive prices throughout the week. The campaign is aimed at encouraging people to indulge in what they wish for, post receiving their salaries, as they have earned that purchase and deserve to spend on themselves.
Trell co-founder & CEO Pulkit Agrawal said, “Trell’s #IMEMYWEEK is a way to convey to individuals that splurging on themselves is important in these tough times to keep themselves motivated and energised. Much to the contrary, it should be perceived as celebrating their professional achievements at the start of the month. With the concept of self-care gaining immense importance in recent times, Trell’s campaign is a way of encouraging people to indulge in some much awaited shopping for themselves, every month.”
The offer would be running on Trell Shop, which has over 500+ brands across categories for customers pan India.
NEW DELHI: Forever21 general manager and head of marketing Saloni Arora Nanda has moved on from the organisation. She announced the development on her social handle.
Nanda was leading marketing activities on the Indian front, including digital and social media strategy, store launches, strategy execution, and CRM programme. She spent over three-and-a-half years with the high street brand.
With over 15 years of industry experience, Nanda has worked in the marketing function of several brands such as Landmark Group, Fossil, GroupM, Radio City, and Weber Shandwick.
Mumbai: Concept Public Relations India (part of the Concept Communications Group), has recently bagged the communications mandate for Epigamia after a competitive, multi-agency pitch contested by the top public relations agencies in India. The brand will be managed from the Mumbai (Head Office) of the agency. Concept will be responsible for handling media relations, strategic communications and brand advisory services for the brand.
Commenting on the partnership, Siddarth Menon, Chief Marketing Officer, Drums Food International Pvt. Ltd. (Epigamia) said, “We are super kicked to have Concept PR partner us in our PR and Communication mandates. We look forward to leaning on their experience as we continue to increase our brand and geographic footprint”
On winning the mandate, Ashish Jalan, Director & CEO, Concept Public Relations added, “Epigamia is India’s leading branded fresh FMCG brand and we are truly honored to have been awarded this immense responsibility. Our primary objective will be to develop a compelling communications narrative and advise the brand in navigating this new age of exponential change, new age consumers and increase its brand resonance through the various communications channels available. Concept has always been at the forefront of ideation and we are happy that Epigamia has seen this in our thinking.”
The new client will help Concept Public Relations further augment its diverse client portfolio which spans across sectors such as Healthcare, BFSI, Auto, Lifestyle, Technology, Real Estate, Entertainment and Government. With experience in various verticals, enhanced emphasis on quality deliverables through innovative planning and execution successful campaigns, the agency envisions being one of the most reputed agencies in India in the coming years.
NEW DELHI- Diwali – the biggest festival that’s celebrated across India. At this time, celebrations are in full swing with everyone decorating their homes, exchanging gifts, indulging in delicacies and sweets, and spreading love and happiness.
However, the festive season is different this year, due to the Covid2019 pandemic. Though peoples’ spirits remain undampened, the celebrations will be a bit muted. To brighten up the festive mood, brands across categories like FMCGs, consumer durables, smartphones, automobiles, and others have launched ad campaigns, with the message of empathy and spreading joy front and centre.
We at Indiantelevision.com have created a list of such campaigns:
Lifestyle
Lifestyle India has launched #DilSeDiwali festive campaign inspired by the joyful feelings that the festival of light ushers in. The campaign takes a leap from 2019, to capture the heart of the celebrations in the context of recent times where everyone is looking forward to dressing up and dispel the gloom by celebrating Diwali in their own unique way.
This year, there will be many kinds of Diwali celebrations. There will be the ones who will keep the celebrations small and ones who will build on the festive occasion as an opportunity to reach out to their near and dear ones and share the spirit of the festival. Lifestyle’s new campaign considers all these different individual ways of celebrations, encouraging people to spread the brightness and joy in their own way. The campaign consists of two digital films with two-part storytelling, with two different Diwali Celebrations, accentuated by a memorable song. Young, vibrant and engaging, the film delivers the message of “celebrating the way your heart wishes” in a fresh new way.
Grofers
To support local artisans whose livelihoods have been severely impacted by the Covid2019 pandemic, Grofers has enabled local potters to sell their diyas on Grofers. The initiative called Ek Diye Se Do Ghar Roshan (One lamp lights up two homes) encourages consumers to shop for diyas made from local potters during this festive season, which can help lighten up Diwali for more than 200 potters and their families across Delhi, Gurgaon, Noida, Bangalore, Mumbai and Kolkata. The company will absorb the cost of delivery of the products and also ensure that 100 per cent of the contributions go directly to the potters.
Mankind Pharma
This Diwali, Mankind Pharma has come up with a campaign that emphasises on #SpreadingKindness and narrates the message of how kindness resides in all of us, we just have to find it for others.
The campaign is built on the importance of kindness and helping others in need and aims to encourage people to spread brightness and joy in others’ lives.
The video campaign reflects the story of a restaurant owner who has always always extended a helping hand to those in need. It then leads to the current situation where his wife is extremely unwell and how it has drained him of all his resources and it pushes him to sell his restaurant to make ends meet and pay for the medical bills. The video ends by showing a young guy who comes to his rescue by buying his restaurant and surprises him by gifting it back to him.
Tata Motors
Tata Motors rolled out the ‘Silent Diwali Film’, encouraging viewers to celebrate a silent, safe and pollution-free festival of lights with their loved ones. The video encourages people to protect the environment by opting for an electric mobility solution as a step towards building a sustainable future for India. Highlighting one of the important features of an electric car i.e. curbing noise pollution, this film draws attention to the underlying message – ‘the loudest statement will be the quietest one’.
The video begins with a young girl giggling at the excitement of lighting a firework. On the contrary, the second scene cuts to the chakras of nature spinning while pots of flowers are exploding into thin air, emphasizing the fact that nature suffers the consequences when human actions such as bursting firecrackers pollute the environment around us. Amidst all the noise showcased in the video, the final scene shows footage of India’s best-selling electric car, the Nexon EV, as it drives quietly with only a soft hum without contributing to any noise to its surroundings. An important point to note in this video is that the sound of the bursting crackers is replaced by the sounds of nature.
Paytm
Paytm launched an emotional digital ad film around Diwali celebrations. The film is receiving an overwhelming response due to its real slice-of-life depiction, at a time when many Indians are unable to meet their families or travel this festive season due to the pandemic.
This film captures the Indian sentiment around Diwali and how one can share happiness using Paytm with their loved ones, even from a distance. It is an extension of the company’s ongoing TV campaign highlighting the seamlessness of instant bank to bank transfers through the Paytm app. The TV ads had depicted various scenarios, ranging from a wedding ceremony to an everyday situation of a landlord and tenant, striking a chord with millions of Indians.
Haier
In its new digital film #LightUpAHeart, Haier celebrates the life of office people who work closely together but have drifted apart due to remote office and work from home setups. The ad seeks to play a vital role in nurturing office relationships and rekindle Diwali festivities with colleagues who despite efforts are not able to meet and celebrate the festival of lights together this year.
Through the campaign, the brand highlights how offices become a second home for office goers and how bonds transcend professional ties to become personal.
Vivo
Vivo India released a heart-warming campaign #SmileWalaDiya to celebrate the festival of Diwali. Based on Vivo India’s brand proposition of ‘Delight Every Moment’, the ad captures the nuances of the prevailing situation; the difficulty and stress that our dear ones have been facing in one of the toughest years of history. Through the #SmileWalaDiya campaign, the brand reminds us that one thing we can easily do amidst adversities is spreading smile and delight.
Through a thought-provoking video film, Vivo depicts the excitement of Diwali, the expectations a child has juxtaposed against the pressures faced by his father in the current backdrop of struggling businesses and tightened purse strings. Then, his other friends come together, surprise him, and cheer him up by undertaking cute, innocent acts like only children can. The film is a beautiful reflection of how, by just going the extra mile, we can all spread joy and delight every moment of our friends and family.
NEW DELHI: Lifestyle has launched its festive campaign #DilSeDiwali, which encourages people to celebrate the festival of lights in their own way. Conceptualised by Wunderman Thompson South Asia, the campaign is particularly relevant in today’s context where everyone is looking forward to dressing up and feeling good, to beat the pandemic blues.
The campaign consists of a two-part film series showcasing two kinds of different Diwali celebrations, with a memorable song as the background score. The films deliver the message of ‘celebrating the way your heart wishes’ with a fresh take.
Lifestyle senior VP marketing Srinivas Rao said, “The Dil Se Diwali films are a celebration of all the unique instances that come together in this festival. Whether you’re staying at home with your family or stepping out with your loved ones, the video will remind everybody of their favourite Diwali moments. Our all-new festive collection has also been designed and curated keeping in mind the occasions that Diwali brings forth and will ensure that no matter what the consumer mindset is, they will be dressed to stand out.”
Wunderman Thompson India NCD Priya Shivakumar said, “This year, the moods are many, sentiments are strong and everyone is looking for light and celebration to get rid of the gloom, but in a way that makes them comfortable. So Dil se Diwali comes back with a fresh new feel that is both relevant and offers the choice of celebration to the viewer with each of the two films calling out two contrasting ways to celebrate the festival of lights.”
NEW DELHI: While the onset of the great Indian festive season with Onam might not have been the exact point of revival for the beauty and lifestyle industry, as many of the players were expecting it to be, it surely has set the ball rolling into a more positive direction, concluded the eminent panelists on Indiantelevision.com’s Beauty and Lifestyle Virtual Roundtable, hosted and moderated by our founder CEO & editor-in-chief Anil Wanvari.
Present on the panel were VLCC Health Care Ltd chief business officer Ameet Kkatyal, Baggit head of marketing Atul Rohan Garg, Lotus Herbals Pvt Ltd head of innovation, development, and brand strategy Ispita Chatterjee, Myntra head of marketing Harish Narayanan, Max Fashion India SVP marketing Jiten Mahendra, Future Group India CMO-FBB Prachi Mohapatra, and mCaffeine director and co-founder Vikas Lachhwani.
Mohapatra noted that though the numbers are not completely black or white, meaning the spending was neither great nor completely muted. “It wasn’t a complete washout for us. In fact, 2018-19 were bigger washouts than this year, because of the floods. In 2020, I was looking at a far more muted response, sentiment-wise as well as number-wise, but the response has surprised us. We hadn’t set our numbers at a very optimistic level but the growth has been far more than what we had expected.”
The panel is now looking at the response as a better prelude for the months to come, expecting that the industry will start picking up from the second week of September and will continue to do so throughout the festive season. They all looked very positive about the fact that they are well prepared for it.
Lachhwani shared that luckily they were on the right side of the business during the pandemic and did not face as much loss as compared to other contemporaries. He added, “We spent these 4-5 months to think ahead and spend a lot of time on R&D. We are not itching to come out stronger than ever with new launches.”
Narayanan agrees with Lachhwani. He said that Myntra team too has spent a great deal of time on research and development and also launched interesting innovations via properties like Myntra Studio where they are trying to catch the customers. Going ahead, his focus will be to keep strengthening the company’s goodwill with not just the consumers but also brand partners and is looking at constant innovation to support that.
Mahendra elaborated that this time has helped them greatly in identifying their loyal consumers and create segmentations accordingly. “About 80-90 per cent of our revenues are coming from our loyalty base and we are doing a lot of work on segmentation.”
He added that the focus is on finding out which alternate channels that got relevant during these months will stay relevant post-Covid2019 and is working towards building their strengths on them. “Be it WhatsApp, vernacular content, or video calls, we are looking at all the possible channels that will help us. There is a lot of pent-up demand, I am sure and we will have to build our brand behaviour around customer surroundings.”
Chatterjee noted that being a resilient brand, they innovated a lot during the pandemic. “The first challenge that we faced was that our UG is very aspirational and with the whole sentiment being very negative, it was important for us to reach out to them. So, we invested a lot in influencer activities, especially micro and nano influencers. We also resorted to cold calling, which worked really well for us.”
She added that their tech and innovations team is working really hard to introduce concepts of AI, VR, etc. to make the space more inclusive and positive towards catering to the post-pandemic fears of the people.
Kkatyal insisted that the industry collectively should be working towards educating the consumers and make them believe that it is safe to go out and shop. “Consumer is scared to step out and needs a lot of hand-holding. We have to prove to them that our outlets are as safe as their homes. We have to break the ice.”
He suggested that it is imperative that the industry collectively runs positive campaigns and inspire customers.
Further, Wanvari raised an interesting question pertaining to the rise of many new local and small-scale brands during the lockdown and if the established players are seeing them as a threat.
To this, Kkatyal replied that out of a hundred brands that rose during the pandemic, only 10 per cent would have made a mark and only one per cent of them would stay. So, he is not threatened by the competition.
He also hinted that the industry might see a lot of brands evaporating or shrinking, or even looking for consolidations in the post-pandemic era and that can be a big opportunity for some of the established companies.
Narayanan noted that it is the best time for Indian consumers as more competition will translate into more innovation.
The panel looked quite hopeful about the future but maintained the coming two-three years are going to be the true litmus test for them. However, they are well-prepared to surf the tough tide.
MUMBAI: livingfoodz.com, the digital arm of food and lifestyle channel from the Essel Group LF, has hit the 3.2-million user mark in March 2020. The fastest-growing web portal, with over 7.2 million page visits according to Google Analytics, focuses on food, travel, culture and lifestyle. This has placed livingfoodz.com ahead in lifestyle over many legacy players owing to its unique content, its distinctive focus on trends and TV catch up.
“LF has always been a torchbearer for original content, its milestone moments like this that reinstate our belief in our direction and drive towards our curated content. It is humbling to have the support of our viewers, week on week. And we hope to continue keeping our viewers engaged and invigorated in the months to come. And would love to hear from them via our social media platforms on the kinds of stories, adventures, experiences and food sojourns they would like to experience,” LF business head Amit Nair said.
With reputed chefs and hosts and interesting concept-based shows, LF has managed to scale new heights. The channel has adopted offline and online experiences to connect with the people that make us the best in the business.
MUMBAI: Lifestyle, India’s leading fashion destination for the latest trends, today announced a strategic partnership with India’s leading eCommerce marketplace, Flipkart Group (Myntra, Jabong & Flipkart). The partnership between the leading fashion player and leading eCommerce marketplace will enable consumers to access the best in fashion, in a seamless manner across the country. This partnership will bring together the unmatched combination of the premium shopping experience of Myntra along with the reach of Flipkart Group, ensuring the right growth for Lifestyle’s wide fashion offering, from its successful portfolio of brands.
Consumers today are seeking a unified shopping experience. As leaders in their categories, both Lifestyle and Flipkart Group bring unique capabilities including relevant customer insights, Flipkart’s vast reach and Myntra’s deep understanding of the fashion business. Through this partnership, Lifestyle will take its wide selection of product ranges including its fashion private label brands across womenswear, menswear, kidswear, footwear, handbags, fashion and accessories, to newer geographies, while helping serve the over 160 million consumer base of the Flipkart Group.
Having completed 20 successful years in the industry, Lifestyle currently has a network of 78 stores in India and is growing rapidly by adding one store every 45 days, aiming to have 100 stores within the next two years. Flipkart Group’s expertise in using innovation and technology to create best-in-class customer experiences combined with an unmatched reach has helped establish it as the partner of choice for Lifestyle. The move also complements Flipkart Group’s strategy to bring a wide range of branded offering in important segments like women’s ethnic wear, kidswear and men’s formal wear. This partnership between the two players aims to provide a seamless shopping experience to customers, while exploring the strategic collaborations on loyalty programs and exciting customer engagement activations.
Speaking about the partnership, Mr. Vasanth Kumar, Managing Director – Lifestyle International Pvt. Ltd. said, “This collaboration brings together Flipkart Group’s extensive reach and Lifestyle’s high fashion offering, thereby enabling us to serve a larger number of fashion-conscious consumers, across the country. Our strong private label offering with a wide variety of styles and trends across categories of apparel, footwear and fashion accessories distinguishes us from the rest in the market. United by a common goal of providing customers with a unique & memorable shopping experience, we are confident this partnership will help to further expand our brands’ reach, catalyzing a sharper growth trajectory for these brands.”
Speaking about the strategic partnership, Rishi Vasudev, Senior Vice President and Group Head – Fashion (Flipkart, Myntra, Jabong) said, “At the Flipkart Group, we believe in collaborating with the best in the industry and this partnership with Lifestyle is a strategic move to enhance our customers’ shopping experience, by offering a seamless partnership between the country’s leading fashion retailer and India’s leading marketplace. With Myntra’s extremely engaging fashion-conscious customer and Flipkart’s pan-India reach, Lifestyle will be able to take their offerings to an even larger consumer base. Lifestyle’s wide range of brands across fashion categories which highly complement our platforms will enable growth for both players. This partnership further strengthens our position as the leading fashion destination in India and is a testament to our vision in bringing the best of fashion to millions of Indian consumers. We are very excited about this partnership”
Consumers will now be able to access the latest styles from Lifestyle on both Flipkart and Myntra.
Lifestyle’s private label brands are curated for addressing wardrobe needs of a wide consumer base, for every occasion. Melange, which is amongst the leading ethnicwear brands in the country, has been endorsed by leading celebrities in the past and currently by style icon, Taapsee Pannu. Melange offers contemporary ethnicwear and represents the style sensibilities of modern Indian women, whose fashion choices are eclectic and inspired by global trends. Ginger, a westernwear brand inspired by the young girl of today, caters to the wardrobe need for the bold, young and independent. While Forca, endorsed by Bollywood superstar Tiger Shroff, offers feature rich denim-wear at highly attractive price points.
MUMBAI: Lifestyle, India’s favourite fashion destination, has announced a month long 20-20 bash to celebrate 20-year anniversary of its operations in the country. Unveiling its 20-year celebration logo in a glamorous ceremony with Youth Icon Tiger Shroff in Mumbai, the brand announced a slew of attractive offers across categories that the customers will get to enjoy every weekend of April.
Every weekend of April, Lifestyle is offering its customers exciting offers across popular categories such as Menswear, Womenwear, Kidswear, Make-up, Footwear, Handbags and more. Each of these offers will be applicable on popular brands across the store and will allow customers to shop from the latest collection at a great value.
“This is a remarkable milestone for us” Mr. Vasanth Kumar, Managing Director – Lifestyle International Pvt. Ltd. said “Completing two decades of successful operations in the country, we feel humbled by the support we’ve received from our customers who have been a critical part of this incredible journey. We, therefore, are dedicating the whole month of April to our customers and inviting them to enjoy great offers every weekend on our new collection”.
“Lifestyle is a brand that has been a part of the fashion retail story for over two decades in the country. I love their fashion offering, especially denimwear brand Forca. I am happy to be here for this significant moment and wish them many more years of similar success.” added youth icon and Bollywood actor Tiger Shroff.
During the 20 years of its existence Lifestyle has significantly contributed in continuously improving the shopping experience of the customers in the country. Bringing together the latest trends from across the globe, leading national & international brands, curated fashion lines, friendly customer service and tech-enabled convenience, Lifestyle has served millions of customers across the country with delightful shopping experiences. In its endeavor to allow its customers the convenience to shop from anywhere anytime, the brand introduced omni-channel commerce in the year 2019 and currently has a country wide presence across 77 stores in 44 cities and delivers to over 26000 pin codes through its online store, www.lifestylestores.com .
