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Tag: L’Oreal

  • Bumrah bowls over with Ralph Lauren Polo 67 debut

    Bumrah bowls over with Ralph Lauren Polo 67 debut

    MUMBAI: From the pitch to perfume, Jasprit Bumrah is switching gears as Ralph Lauren Fragrances unveils him as the new ambassador for Polo 67 in India. The cricket legend lends his signature dedication and discipline to the campaign, bringing athletic spirit to the iconic scent.

    L’oréal International Distribution Sapmena general manager Charles-Alexandre Boczmak said Bumrah embodies the “timeless yet vibrant and contemporary vision” of Polo 67. The fragrance celebrates those who champion their own self-expression, echoing the fast bowler’s relentless pursuit of excellence.

    Bumrah, known worldwide for redefining fast bowling with precision and poise, said the collaboration resonates with his journey. “Designing your dreams through determination and grit is a message I live by both on and off the field,” he added.

    Crafted by master perfumer Marie Salamagne, Polo 67 EDP blends warm woody notes with fresh, fruity accents including pineapple, cedarwood, and benzoin. Top notes feature pineapple accord, green mandarin, bergamot and cardamom; mid notes include sesame seed, cypress and lavandin; while vetiver, cedarwood and benzoin form the base.

    Polo 67 marks a reinvigoration of the Polo fragrance line, perfectly marrying sporting energy with timeless sophistication, and now, Jasprit Bumrah’s star power.

  • Animeta rolls camera on AI Film Studio to redefine storytelling in digital age

    Animeta rolls camera on AI Film Studio to redefine storytelling in digital age

    MUMBAI: Lights, camera, algorithm. Animeta, the Singapore-based creator tech company, has launched its brand-new vertical, Animeta AI Film Studio, in Mumbai, promising to shake up the way stories are told on screen.

    Billed as a first-of-its-kind hybrid studio, the venture combines human creativity with cutting-edge AI tools to deliver everything from slick promotional clips to full-length films. The aim is to help filmmakers, brands and creators merge original scripts, music and voiceovers with AI-driven visuals that preserve artistic intent while speeding up production.

    The studio is powered by Animeta’s patent-pending AI model and bolstered by its participation in Google Cloud’s startup programme, giving it access to Vertex AI’s veo3 video generation model along with copyright indemnity on content created through the platform.

    “For two decades, I have reimagined storytelling through animation. Now our AI Film Studio is here to push those boundaries further,” said Animeta founder Anish Mehta. “By blending creativity with AI, we are empowering storytellers to scale their vision faster, smarter and with greater confidence.”

    The new division builds on Animeta’s strengths in computer vision, natural language processing, video encoding and large language models. It also draws from the company’s experience producing award-winning influencer-led content for global names like Amazon, Starbucks, L’oréal, Tata Group and Mcdonald’s, powered by its tech platform Animeta Brandstar and a creator network of more than 400,000.

    With this launch, Animeta hopes to give creators a futuristic canvas where imagination meets innovation, ensuring that storytelling not only keeps pace with the digital era but stays one step ahead.

    Because in today’s content-hungry world, the future of film might just be part human, part machine, and all story.

  • Sujay Ray rises up the ranks at L’Oréal India as CX champ with content crown

    Sujay Ray rises up the ranks at L’Oréal India as CX champ with content crown

    MUMBAI: From spritzing Axe campaigns in Manila to stirring up Mauka Mauka magic back home, Sujay Ray’s marketing playbook has always mixed brains, buzz and bold moves. Now, the man with the digital Midas touch has levelled up at L’Oréal India.

    After a high-glam 3.5-year stint as chief digital officer for the Professional Products Division (PPD), Sujay has been handpicked to lead consumer experience, content and advocacy across L’Oréal’s multi-division powerhouse under the CDMO team.

    In May 2021, when the opportunity first came knocking, Sujay famously joked about being the “devil in beauty land.” 

    But that devil’s now wearing Prada —and steering everything from D2C & B2B strategies to DDX, CARE and CX. He credits the rise to strong leadership, a rockstar team, and partners who brought the glow-up.

    Before the world of shampoos and serums, Sujay was media royalty—scripting iconic digital runs at Star Sports (remember #LePanga?), AB InBev, Airtel and Mindshare. He’s sold sports, beer, bandwidth and even deodorants. And let’s not forget his early innings at ET and TimesJobs.com, where the pixels were as powerful as the prose.

    With this new move, Sujay’s mission is simple: craft experiences that don’t just sell beauty, but feel beautiful. 

    As L’Oréal doubles down on consumer-first innovation, expect Ray’s roadmap to deliver more punch than a Pro-Kabaddi slam. #OnwardsAndUpwards indeed.

  • Pooja Sahgal appointed global CMO at International Gemological Institute

    Pooja Sahgal appointed global CMO at International Gemological Institute

    MUMBAI: Pooja Sahgal has been appointed global chief marketing officer at the International Gemological Institute (IGI).

    Sahgal joins from Godrej Consumer Products, where she served as vice president and head of category direction since August 2023. She previously held CMO positions at Raymond Consumer Care (2021-2023) and Kaya Limited (2019-2021).

    Her career includes senior roles at L’Oréal as general manager for Maybelline New York India, and nearly seven years at Kellogg across UK and Indian operations. Earlier positions include stints at Marico, Unilever, JWT and Lowe and Partners.

    Sahgal holds an MBA in Marketing from Sydenham Institute and a Bachelor of Commerce from H.R. College.
    Known for her expertise in brand development, digital marketing and ecommerce, colleagues highlight her collaborative leadership style and cross-functional capabilities in the consumer products sector.

  • Charuta Saoji joins Viacom18 as Colors marketing head, leaving L’Oréal

    Charuta Saoji joins Viacom18 as Colors marketing head, leaving L’Oréal

    Mumbai: In a notable move within the marketing and media landscape, Charuta Ambardekar Saoji has joined Viacom18 as the vice president and head of marketing for Colors, the network’s flagship entertainment channel. Saoji’s transition from L’Oréal, where she served as marketing director, marks a strategic shift in her career towards the dynamic world of television.

    Saoji brings with her a wealth of experience in brand management, having successfully spearheaded campaigns for several high-profile brands at L’Oréal. Her appointment at Viacom18 comes as Colors continues to seek innovative ways to engage audiences and strengthen its market position in the highly competitive television space.

    Expressing her enthusiasm for the new role, Saoji stated, “I am thrilled to join the Viacom18 family and look forward to shaping the future of Colors’ brand strategy. It’s an exciting time for the channel as we explore fresh approaches to content and audience engagement.”

    This move comes at a crucial time for Viacom18, as the company aims to further consolidate its leadership position in the entertainment industry. Saoji’s expertise in consumer insights and her ability to craft compelling marketing narratives are expected to play a pivotal role in driving Colors’ growth trajectory. The channel, known for its wide range of popular shows, stands to benefit from her leadership in enhancing brand communication and expanding its reach across diverse audience segments.

    Prior to this, Saoji made significant strides at L’Oréal, where she led campaigns that bolstered the brand’s presence in the Indian market. Her experience in navigating the complexities of consumer behavior and brand loyalty will be instrumental in crafting Colors’ future marketing strategies.

    Industry insiders view Saoji’s appointment as a strategic hire that will add considerable depth to Viacom18’s leadership team. With her track record of executing successful marketing strategies, she is well-positioned to elevate the brand’s market presence.

    “Charuta’s appointment reflects our commitment to bringing on board marketing leaders who can drive brand growth through innovation and consumer focus,” said a Viacom18 spokesperson. “Her ability to understand consumer trends and create impactful brand stories aligns perfectly with our vision for Colors.”

  • Manashi Guha appointed L’Oréal consumer products division managing director – UK & Ireland

    Manashi Guha appointed L’Oréal consumer products division managing director – UK & Ireland

    Mumbai: L’Oréal announces a strategic leadership appointment in the consumer products division (CPD), with Manashi Guha nominated to a new assignment as managing director, CPD for L’Oréal UK & Ireland from 1 October. CPD holds a unique brand portfolio including its four iconic global brands of L’Oréal Paris, Maybelline New York, Garnier and NYX Professional Make Up.

    Guha was most recently a founding member of the South Asia Pacific Middle East North Africa (SAPMENA) Zone Management Committee, a new Zone formed in 2021 as a strategic growth region for L’Oréal Groupe. The region, home to 40 per cent of the world’s population, is one of the fastest-growing for L’Oréal worldwide and a global talent hub.  Guha established CPD’s strategic mission for the new zone, tapping into a huge market potential where 50 per cent of the world’s new consumers will come from.  

    Her growth strategy starts with people and she is known for trailblazing new growth paths and transforming with agility. During her tenure, SAPMENA has not only strengthened its iconic global brands, but also transformed L’Oréal’s go-to market in the region and set people foundations for exceptional results across all three years.  

    Guha’s new appointment reflects rising global leadership talent emerging from the SAPMENA region. With her leadership experience in emerging and fast-evolving markets, particularly the dynamic markets of India and Indonesia, Guha will bring to her new assignment in UK & Ireland an entrepreneurial mindset, consumer centricity, agility, passion for innovation and excellence.  

    Commenting on the appointment, Guha said, “It’s been an honor to lead an incredible team of passionate entrepreneurs in the set-up of SAPMENA. South Asia Pacific with the Middle East is leading the beauty revolution and consumer sophistication with diverse beauty ideals and a dynamic digital culture of on-demand, always-connected and hyper social; we can bring a lot to the rest of the world.  I hope to bring that learning into my new role. But more importantly, as an Asian Indian wo(mentor), I believe the world is our oyster – we create our reality by unapologetically being who we are. L’Oréal Groupe is an incredible place to create your own reality where I have been recognized and encouraged for bringing my true self to the table.” 

  • Kantar launches Sensory eValuate in India as a part of its Innovation testing suite

    Kantar launches Sensory eValuate in India as a part of its Innovation testing suite

    Mumbai: – Having worked with marquee clients like, Loreal, Colgate Palmolive, Coca-Cola, Nestle, Pepsi, Johnson & Johnson, Bayer, Diageo, and Unilever globally, Kantar, the world’s leading marketing data and analytics company announces the launch of Sensory eValuate in India as a part of Innovation testing suite. It uses sensory research to help evaluate consumer products using the human senses – touch, smell, sight, sound and hearing.

    Strong brands generate superior shareholder returns, are more resilient in times of crisis and recover more quickly – those investing in innovation saw their brand value increase by 273 per cent. Innovation is the foundation for a brand’s growth and it’s imperative in challenging times, however, most innovation fails. As per Kantar’s Innovation Guide 2021, 15 per cent of new product launches contribute to top-line growth, however, only 20 per cent of new product launches survive. It is therefore more essential than ever to keep the consumer at the heart of product development and understand their modern-day pressure points and desires.

    Driven by scientific expertise, Sensory eValuate helps to develop and optimise superior products; explore, design, or optimise new and existing products to drive consumer satisfaction, repeat purchase and brand loyalty – giving marketers the ability to protect and maximise the value of their brand equity. The solution covers a broad range of categories including food & beverage, fragrance, personal care and beauty, cleaning products, automotive, physical environments, and consumer goods. Catering to three critical stages of innovation aligned to growth – Identity, Build and Launch, Sensory eValuate provides insights through the process in a layered approach. The new offer complements other solutions from Kantar’s eValuate suite of innovation tools, including Idea eValuate, Concept eValuate, Pack eValuate and Product eValuate, to help clients identify growth opportunities. These solutions are highly flexible and can be customised according to client needs.

    Speaking about Sensory eValuate, Kantar lead – innovation, South Asia, insights division Ranjana Gupta said, “Understanding what product formulation best meets expectations requires specific sensory expertise and methods. Sensory eValuate brings insight into the detailed attribute level of formulations, empowering the R&D capability within client organisations for the creation of the ultimate sensory experience. Understanding how flavour, fragrance, surfaces, or sounds interact with consumer perception is crucial for the success of a product. Getting these elements right has the power to positively impact brand equity, demand a premium price, create memories, and establish a sensory signature that underlies long-term success in the market. Complimenting this with salience and a congruent total offer is the secret.”

    Kantar MD & chief client officer, South Asia, insights division Soumya Mohanty added, “Innovation requires continual, ongoing effort to ensure that your pipeline delivers the products that will create growth opportunities. Since 1998, Kantar BrandZ has consistently identified three qualities that are the hallmarks of the strongest brands- meaningful, different, and salient. With the launch of Sensory eValuate in India, brand owners will benefit from staying meaningfully different and ahead of the pack. With a 30-year history in sensory and technical innovation and a total of one million plus consumers surveyed across 90 markets, Kantar’s Sensory eValuate solution can revolutionise product development in India.”

  • “Maybelline New York is a brand that embodies diversity in everything it does”: Maybelline New York & NYX Professional Makeup’s Zeenia Bastani

    “Maybelline New York is a brand that embodies diversity in everything it does”: Maybelline New York & NYX Professional Makeup’s Zeenia Bastani

    Mumbai: Virtual reality (VR) is becoming all-pervasive and is making inroads into almost every aspect of our lives, in every possible way. Off late, it has become the choice of make-up and cosmetic brands too. Most recently, Maybelline New York (MNY), one of the world’s leading cosmetics brands, announced a collaboration with Microsoft that offers a new way to get ready for video calls with virtual makeup in Microsoft Teams.

    As per statistics, the size of the global beauty and personal care market amounts to $579 billion in the current year globally and is expected to grow annually by 3.53 per cent (CAGR 2023-2028) (Source: statista.com). In India, the market is estimated to be $16.8 billion in the present year and is expected to grow at a CAGR of 11 per cent (Source: livemint.com). And innovations like virtual make-up are seeming to expand this market.

    The Maybelline Beauty App in Microsoft Teams allows users to adjust their personal style quickly and easily from directly within a Teams meeting. The virtual makeup looks provide a low-barrier way to try out different styles with the goal of democratizing makeup and empowering people with self-confidence- especially at work. With this integration, Maybelline has taken its latest step into the digital makeup world.

    Powered by Modiface AI and developed in collaboration with the Geena Davis Institute, Maybelline has implemented the Virtual Makeup filters. Maybelline aims to provide users with a range of looks to best suit their meetings, while allowing them to explore different makeup looks they might not have otherwise tried out. Whether someone is working in-person or virtually, they should be able to feel good about themselves and put their best foot forward.

    It’s a ‘virtual makeup bag’, equipped with all the must-have digital makeup products for our increasingly digital world. With a simple click, users can choose from 12 makeup looks to complement their own natural look and effortlessly feel their best. This is a first for one of the brands in the L’Oreal Group. The virtual makeup looks are available as an option in Teams video calls to those with a Microsoft Teams enterprise license.

    In an email interaction, Indiantelevision.com spoke to Maybelline New York & NYX Professional Makeup general manager Zeenia Bastani about her tryst with the cosmetics mammoth for 14 years – the evolution and journey of the brand, the Maybelline Beauty App in Microsoft Teams, the vision behind this collaboration, the advertising and marketing strategy for Maybelline New York, and more.

    Edited excerpts:

    On being associated with the brand Maybelline New York for over 14 years, and your view on the brand’s evolution and journey

    With the onset of digitization and a shift in consumer demand, the brand has evolved tremendously over the years. While Maybelline is always at the forefront when it comes to product innovation, the brand is now also strongly leveraging technology with the introduction of virtual makeup filters on Microsoft Teams. In partnership with Modiface, Maybelline has launched a set of 12 curated makeup ‘looks’ that allow consumers to Get ready in a click!

    On the MS Team Virtual Makeup – the vision and thought that instigated this collaboration by the brand

    In the post-pandemic world, where working remotely has become more prevalent, we found an opportunity to provide our consumers with a unique and innovative way to boost their self-confidence and experiment with different makeup looks, in just a few clicks. Powered by Modiface AI and developed in collaboration with the Geena Davis Institute, Maybelline aims to provide users with a range of looks to best suit their meetings, while allowing them to explore different makeup looks they might not have otherwise tried out. With this, we want to help consumers confidently present themselves in a professional, polished manner during video calls.

    On the way tech-based innovations are changing the way beauty and make-up are perceived, purchased, and utilized

    The makeup space, like other counterparts in the industry, is undergoing a massive transformation owing to technology, with brands constantly innovating, in order to offer their consumers a unique experience. As brands continue to refine their offerings to allow the consumers to have a more personalized experience, there has been a shift in the consumers’ perception and expectation. Customers are more inclined towards making purchases that they believe are customized for them. Moreover, virtual Try Ons have now made shopping for beauty products a seamless experience wherein customers don’t have to try multiple shades physically before making a purchase decision. The virtual makeup filters by Maybelline, powered by Modiface is one such example of the many technological innovations that help to seamlessly incorporate virtual try-on experiences in the lives of consumers.

    On reaching out to young audiences and even slightly older audiences through the latest innovations

    At Maybelline, we are passionate about creating innovative and inclusive beauty experiences for all our customers. While our focus has always been on a younger target group, we firmly believe that beauty has no age limit. We aspire to celebrate the beauty of all target groups, regardless of their age. Our commitment to reaching out to young audiences is unwavering, and we’re constantly exploring the latest trends and technologies to ensure that we offer them exciting and relevant products and experiences. They can expect a dynamic range of products that cater to their ever-evolving beauty needs. We are dedicated to staying ahead of the curve by leveraging the latest innovations in the beauty industry, be it groundbreaking formulations, cutting-edge packaging, or immersive digital experiences. From vibrant and trend-setting makeup collections to “makeup in a click” with our Virtual Makeup on MS Teams, we aim to be the go-to brand for the youth of today. Our approach is all about inclusivity, ensuring that everyone can find products that make them feel confident and beautiful.

    On the advertising and marketing strategy for Maybelline New York in India

    Our advertising and marketing strategy for Maybelline New York in India is seamlessly integrated across both online and offline channels. We leverage our strong online presence through engaging content on platforms like Instagram, Facebook, and YouTube, alongside e-commerce integration for convenient product access. Simultaneously, we prioritize offline engagement by partnering with retail outlets and offering in-store experiences. Our approach combines these efforts into cohesive 360-degree campaigns, including innovative digital initiatives like AR try-ons and interactive beauty tools, to create a comprehensive and captivating brand experience for our audience. Incorporating influencer engagement into our strategy significantly enhances our ability to connect with the youth. Influencers are our integral partners that are effectively bridging the gap between our brand and the younger audience. Their creative content resonates with the youth’s aspirations, making our message more relatable and engaging. This approach not only captures their interest but also encourages active participation, creating a two-way conversation that cultivates a strong and lasting relationship with the youth demographic. Furthermore, our strategy emphasizes personalization, utilizing data-driven individual preferences. This not only enhances customer satisfaction but also strengthens our brand loyalty in the long run.

    On onboarding Suhana Khan, Ananya Birla, and Eksha Subba as faces of the brand

    Maybelline New York is a brand that embodies diversity in everything it does – from makeup for every look, style, skin tone; all the way to the people we choose to collaborate with. We are proud to have on our ‘squad’, a diverse bunch of women who are talent powerhouses in each of their fields – from film to sports to music!

    The Maybelline squad consists of bold, powerful, inspiring women who are also approachable and relatable. With this new squad, we expect to be able to build a stronger connect with and increased relevance for the Gen Z consumer in India.

    Introducing the four new faces on the brand:

    1.       PV Sindhu : Two-Time Olympic Badminton champion, PV Sindhu is one of India’s most successful sportspersons and is also the face of the Maybelline brand purpose Brave Together

    2.       Suhana Khan : A second-generation actor from the Khan family, Suhana is a graduate in film studies from NYU and is slated to make her on-screen debut later this year

    3.       Ananya Birla :  Singer, songwriter, entrepreneur- Ananya is multi-faceted. Juggling both business and music, Ananya has lent her voice to multiple albums and also advocates strongly for mental health

    4.       Eksha Subba : Model, Boxer, Police Officer; Eksha dons many hats and is a source of inspiration to young women across the country

    On the trends and innovations that are expected to disrupt the beauty and make-up industry in India

    Anticipated trends in the Indian beauty and makeup industry include increased focus on clean and sustainable products, augmented reality-driven virtual try-ons, personalized beauty solutions, and diverse representation in beauty campaigns. These innovations will reshape consumer preferences and experiences.

    On your vision and way forward for Maybelline New York India

    Our vision for Maybelline New York in India is to continue being a trailblazing force in the makeup space, offering innovative products that cater to diverse needs. Our forward path involves deepening online and offline accessibility, encouraging more conversations around mental health, embracing technology-driven experiences, and empowering self-expression through makeup for all.

  • For advertisers, the first half is for IPL, the second for Bigg Boss

    For advertisers, the first half is for IPL, the second for Bigg Boss

    Mumbai: Bigg Boss has proven to be a phenomenal franchisee, captivating audiences with its unique format and engaging content. The show, known for its blend of drama, entertainment, and strategic gameplay, becomes the centre of conversations for more than three months that it runs for. From CEOs of multinationals to society ladies to building watchmen, people across social strata, age groups and gender all want to know ‘Bigg Boss kya chahte hai’.

    Since its debut in 2006 on Sony TV, the franchise’s flagship, “Bigg Boss” (in Hindi), became a sensation. With the second season onwards, it switched to Viacom18’s Colors TV, where it continues to thrive.

    After years of triumph on traditional television, Bigg Boss made a bold leap to the Over-The-Top (OTT) realm with “Bigg Boss OTT” in the year 2021. This move strategically cemented the show’s standing in the digital sphere, reshaped its connection with a fresh viewer generation and gave advertisers an additional pre-season window.

    The show’s continued success can also be attributed to its ability to adapt to changing viewer preferences and content consumption habits. By utilising features such as live streaming, personalized content recommendations, and behind-the-scenes exclusives, Bigg Boss maximised its appeal to the digitally savvy audience. A potent mix of celebrities, meme-worthy content, and some smart digital marketing makes it a staple of online conversations and social media discussions for over 107 days that the show runs for. All this in addition to the ratings and reach the show garners on linear television!

    Delving deeper into the show’s insights, Indiantelevision.com in conversation with Colors revenue head Pavithra KR had a chat further on attracting brands, audiences connect, and much more…

    Edited Excerpts:

    On tentpole properties attracting a lot of brands as they are assured of better ROI and the brand’s connect with the consumer across geographies and demographics when it comes to in-brand integration

    Our approach to brand integration in Bigg Boss is to seamlessly weave it into the show’s narrative, creating authentic storylines that emerge naturally. Unlike obvious product placements, we incorporate brands into the show’s essence. For instance, with Hershey’s, we placed a chocolate box in the captain’s room with exclusive access for the captain. Contestants like Abdu Rozik attempted to steal them, organically shaping intriguing content and conversations.

    Bigg Boss uniquely offers this immersive experience due to its extended 107-day duration, airing during peak festive times. The show’s daily prime-time presence becomes a habit for viewers, making it an ideal platform for brands. We blend both passive and active integrations, ensuring engagement even in passive instances by sparking discussions. Our active integrations align with brand messages, creating resonant stories to captivate the audience. This holistic approach makes Bigg Boss a favoured partner for brands seeking intelligent, organic, and effective integration strategies.

    On brand building a strong understanding and affinity with the TG on long-running shows and the case studies where a brand has been with the show over the years

    Brands entering Bigg Boss view it as a long-term relationship, exemplified by L’Oréal’s 16-year association with the show. Their commitment showcases the value they find in this property, adapting strategies to changing consumer needs each year. For instance, L’Oréal’s branding aligns with personal care in the bathroom area, supplemented by engaging activities for Garnier Men.

    Similar to L’Oréal, brands like Vodafone (five years) and Appy Fizz (three years) also establish meaningful stays. Bigg Boss serves as both a launchpad and a sustained presence for brands. Much like IPL in sports, Bigg Boss stands as the entertainment equivalent, attracting brands that allocate resources for either half of the year. With 400 brands in the last three years alone, Bigg Boss’ significance is unquestionable, a trend we aim to magnify further this year.

    On doing innovative kind of branding making sure the in-branding is not being plain vanilla, and facilitating it as a channel so that the consumer also feels connected to the brand

    Bigg Boss is an unmissable experience, touching audiences through various avenues. It pervades diverse platforms – from social media like LinkedIn and Instagram to newspapers, billboards on streets, and beyond. The show’s ubiquity is its charm, reaching you wherever you are. In the era of TV+, Bigg Boss encompasses television, digital, outdoor, and social realms.

    A case in point was our collaboration with MyGlamm last season. We devised a contest with Salman Khan’s endorsement, revealing winners on TV while executing the mechanics via the MyGlamm app. Coupled with cutouts of Salman and Bigg Boss at notable MyGlamm points of sale, we provided a 360-degree approach. This comprehensive strategy sets us apart, moving beyond the TV-only approach. Brands choose us for our ability to offer holistic solutions in today’s multifaceted integration landscape. No other show can provide this in India.

    On the brand looking beyond an ROI for itself

    It depends on what the life stage of the brand is. For established brands like L’Oréal, the focus extends beyond awareness to consideration. Brands like MyGlamm emphasize both awareness and consideration. Our decisions are substantiated by studies done by external agencies like Kantar and Nielsen gauging brand fit, pre/post-show growth, and visibility impact. Bigg Boss leverages multiple studies to underscore its success in driving brand growth and opportunities.

    On the kind of response from brands and their level of investment on Big Boss as the festive season approaching with events like the Asia Cup and the ICC World Cup coinciding this year

    Asia Cup is before Bigg Boss and the ICC World Cup coincides with Bigg Boss, but the actual overlap to consider is only of the seven India matches. Even then, the matches start at 2:30 PM, while our show begins at 10 o’clock at night. So in terms of commensurate metrics, it’s more like seven days as compared to 107 days.

    On the spends

    I think what Bigg Boss can do for a brand, no cricketing or sporting event can because of how we showcase the brand inside the show. I mean, you can’t engage with the brand on cricket and can’t really show brand attributes. Brands pay for this expanded exposure and deep engagement.

    On how many brands are already on board, other than the usual

    We have a few new brands that have already signed in. We have a few more brands that will get signed in another two – three weeks. We’ve had a raging success last year and thanks to that success, we have a a tremendous interest this year.

    On the upcoming Bigg Boss season now on TV and digital, how will it play out

    This year onwards, Bigg Boss will stream for free on JioCinema in addition to the TV airing on COLORS. With this strategy and based on the numbers of last season on TV and the recently concluded Bigg Boss OTT Season 2, we’re expecting to touch a reach of 400 million across platforms. We’re very excited because I think this Bigg Boss is going to be the largest that anyone has seen.

    On the show reaching tier two/ three markets, and linear TV’s reach over there, and what are brands looking at from that market, especially on a show like Big Boss

    Bigg Boss cuts across all audience segmentations that one can think of. It’s not a show that’s only Metro-specific, it reaches out to each and every region, which is why we have so many brands lining up to be associated with the show. So if you have a premium brand like Hershey’s and L’Oreal, you also have a brand like MyGlamm which is trying to democratise makeup for the masses.

    On any BTL /ATL activities for brands in these markets

    It depends on the needs of the brand. For example, with MyGlamm, we did some point-of-sale marketing. With Appy Fizz, we ran a contest with Bigg Boss branded bottles. Based on the brand’s requirements, we customise the entire solution for the brand – it depends on the brand’s needs and the life stage that they are in and what they want to achieve.

    On Bigg Boss’ scale of growth this year

    BB16 reached out to 175 million viewers on television last year and the recently concluded BB OTT Season 2 (which ran for 6 weeks) reached out to 100mn viewers. For BB17 we are expecting to reach out to 400mn viewers across TV+Digital. We are also expecting 20% more brands to sign up for the upcoming season.

    On the shift towards connected TV and cord-cutting, with OTT gaining preference over linear TV, and this trend impacting your TV strategy

    It’s not a choice between TV or digital, but a harmonious blend of both. Bigg Boss reaches viewers on both platforms – TV and digital. The show caters to those who prefer TV and those who catch up digitally. With JioCinema’s contribution this year, the audience potential has grown significantly. Last year’s 174 million TV viewers + this year’s 100mn OTT reach will rise to around 400 million, combining TV and JioCinema’s reach. Bigg Boss is poised to surpass its past successes, promising a bigger and better impact than ever before.

    On revenue increase this year

    Absolutely! We had ~400 brands last year. We’re talking at least another 20 per cent increase this year.

    On you living this show and your feelings about it

    This moment is exhilarating, especially as a channel revenue head, with Bigg Boss representing our grandest endeavour. Our substantial investment and commitment make it a hallmark Colors production. Bigg Boss has become synonymous with Colors. Its allure lies in perpetual innovation – last year’s success stemmed from novel approaches.

    We tailor content for today’s snappy appetite, fostering virality. We tailor content for today’s audience, making it snackable and meme-worthy. Salman’s engagement transformed; his active presence within the house added new dimensions. The iconic Bigg Boss voice became more interactive. A diverse contestant mix, from celebrities to influencers like Abdu Rozik, kept the intrigue alive. MC Stan’s followers skyrocketed from 1 to 10 million, showcasing the show’s impact on participants.

    Exciting plans lay ahead, including a revamped house. With no scripting, Salman’s emotions are authentic. The show unravels human behaviour, and its charm is unparalleled. As we move forward, there’s a treasure trove of surprises waiting for you. Watch and witness the magic unfold.

  • Aseem Kaushik succeeds Amit Jain as L’Oréal’s new managing director for India

    Aseem Kaushik succeeds Amit Jain as L’Oréal’s new managing director for India

    Mumbai: L’Oréal announced the appointment of Aseem Kaushik as managing director for India on Monday. Kaushik took over for Amit Jain, who decided to retire at the end of the year.

    Jain will continue his association and assume the role of chairman for L’Oréal India to build on key stakeholder relationships in India.

    Since joining in June 2018 as country managing director, Jain, with 30 years of rich experience with renowned companies like ICI, Coca-Cola, Viacom, and Akzo Nobel, has held strategic leadership roles across the globe.

    During his 4.5-year tenure at L’Oréal, he doubled the growth of the company and took it to a position of strength, notably by building strong local leadership and evolving new digital capabilities to accelerate eCommerce.

    Speaking about his successor,  Jain said, “Kaushik was one of the pioneers who set up new businesses and laid the foundation for L’Oréal’s growth in India today. I am delighted to welcome him back after his assignments abroad and to hand over the reins to him. He is a born entrepreneur, and his transformative leadership will help take L’Oréal India to new heights.”

    Kaushik has been with L’Oréal for 27 years and has held many leadership positions within the group. He started his career in 1995 in the consumer products division of India, where he set up and expanded field operations. He then took on several leadership roles in the professional products division (PPD) and was instrumental in creating the modern salon industry in India and building a successful, sustainable business model with partners.

    Most recently, he led international teams in PPD; first in Asia Pacific (APAC) and then in the South Asia Pacific Middle East and North Africa (SAPMENA) zone, driving an ambitious online + offline transformation agenda for the professional hair industry of the future.

    “Jain leaves a strong legacy to follow. India is the next big frontier for the L’Oréal group, and I am looking forward to bringing the best of beauty and consumer experiences to a new connected world.  I’m excited to join a team of very talented people and keep creating a positive impact on the broader community,” said Kaushik.