Tag: Lyxel&Flamingo

Imbue Natural onboards Lyxel&Flamingo as digital marketing partner

Mumbai: Following a multi-agency pitch, personal hygiene and wellness brand for women Imbue Natural has onboarded Gurugram-based digital marketing agency Lyxel&Flamingo to manage its media marketing mandate.

The mandate entails search advertising, discovery and display advertising, platform-specific ads, SEO, influencer management, and digital media buying, said the statement. “The agency is entrusted with leveraging its collective creative, strategic, and media marketing skills to enhance brand recall, brand loyalty, digital footfall, engagement, and conversions,” it added.

“Recent consumer trends show that women are becoming more aware & vocal about their awkward needs,” Imbue co-founder Aastha Sharma said. “With the fast-changing nature of consumer outreach, emerging new business opportunities and in line with our strategy of being digital-first, we are very excited to partner with Lyxel&Flamingo and take forward our mission to de-stigmatise feminine wellness. We found Lyxel&Flamingo to have the right mindset to help us translate our strategy and vision into a new reality for our consumers.”

Imbue Natural is a female-first brand that draws inspiration, wisdom, and values entirely from nature, according to the company. “To be their voice and create a safe platform where we can initiate dialogue about issues related to women’s health that are often neglected or ignored for no greater reason than a mere inconvenience,” is the mission that drives the brand.

Lyxel&Flamingo chief operating officer Shreyansh Bhandari said the intimate hygiene and wellness segment is fairly nascent in the country and there is a huge scope to educate users and increase awareness amongst urban Indian women. “Our team of young and passionate professionals believe in the power of a holistic, well-rounded digital strategy to create a stronger brand recall and an increased engagement with a brand’s key consumer segments. Backed by our deep and extensive understanding of the digital marketing landscape, we will strive towards magnifying Imbue Natural’s digital communication and engagement to a wider scale,” he added.

April 5, 2022
GUEST COLUMN: AI-powered influencer marketing redefining the landscape in 2022

Mumbai: From Facebook recasting itself into a metaverse to marketers executing new lines of thought for sailing through yet another year amidst the pandemic, 2021 was indeed a roller coaster year for the digital marketing industry. However, one phenomenon which flourished all through was influencer marketing.

The thriving influencer marketing arena in India is expected to grow at a compound annual growth rate (CAGR) of 25 per cent till 2025 to reach a size of Rs 2,200 crore (Source: GroupM INCA’s India Influencer Marketing Report). Globally, the industry is set to increase by approximately $13.8 billion by 2022 end (Source: 2021 State of Influencer Marketing Benchmark Report). What’s more, the induction of AI into influencer marketing is going to completely change the dynamics of decisions & ROI from it.

With a plethora of types of influencer relationships and ongoing campaigns, supervising it the right way will be pertinent to a brand’s success.

Data and analytics are now at the centerstage with marketers focusing on when and where to run campaigns, what kind of influencers, and how many influencers to engage with. By measuring the impact and performance of influencer campaigns, Data-driven influencer marketing is not only helping marketers calculate the ROI, further optimise the campaigns but is also helping them identify new opportunities and shortlist key influencers for future collaborations- while keeping a close eye on consumer preferences.

As tools, artificial intelligence (AI), machine learning (ML), and natural language processing (NLP) are redefining the way brands conceptualise and execute influencer marketing by integrating quantitative and qualitative metrics in a relevant way. Such AI-driven influencer marketing campaigns will improve quality audience check and success measurements. Let’s deep dive into this…

The right Influencer: In the recent influencer campaign meetings ‘The right influencer’ term is being used by brands on a continuous basis and they need a more detailed understanding of the selection. This process is going to be governed by AI technology by the end of this year since it’s all based on the data & if we are able to process those calculations in microseconds instead of minutes then this hunt will certainly get more interesting.

With a few common filters we can easily narrow down the list but if we actually want to go in-depth for any decent-sized campaign, it consumes a lot of time and effort which can be easily tackled with AI-based tools. AI-based influencer marketing systems are steadily being leveraged to analyze the minutest of data from an influencer’s social media profile including every content piece posted by them.

Marketers are looking to partner with those influencers whose online persona and style resonates with their brand’s image- to ensure that those influencers’ audiences are more likely to engage with their brand. AI-powered influencer marketing is helping brands analyse the performance of multiple influencers across various social media platforms irrespective of the language being used. Such scalability will further expand this year as marketers analyse diverse metrics including the reach and engagement metrics of individual posts.

The Game of Fake Audience: While it can become really tricky to analyse the authenticity of the audience manually, AI is changing this game altogether. With the right algorithmic factors and by considering the step-by-step evolution of ML in this process, brands and agencies can make the right decision without too much time allocation.

Reporting: ML & AI can assist marketers by generating very insightful analysis. The industry stakeholders are seeking to understand the reach and impact of influencer campaigns on multiple levels, even when the campaign is not huge in scale. AI will definitely help in exploring the influencer marketing insights on a level that the market hasn’t explored before and hence add many layers to what brands and agencies are doing so far.

2022 will be a game-changing year when it comes to AI’s influence in the world of influencer marketing. It will play a crucial role in tracking sentiment to shortlisting influencers of all sizes and influencing brands in the way they define their goals and prioritise authenticity. The growing market of D2C brands in India is steadily increasing their budgets and now also want to control their data and creator relationships with the help of AI tools. 2022 will further raise the excitement with new influencer marketing trends unfolding for D2C brands, e-commerce companies, digital marketing, and advertising agencies.

This year will see an escalation of influencer marketing growth as digital marketers will combine innovative strategies with data-driven marketing.

(About the Authors: Shreyansh Bhandari is the Lyxel&Flamingo co-founder and COO; Veda Bashishtha is the LYRKL co-founder and CEO)

March 14, 2022
Lyxel&Flamingo promotes six leaders as partners amid business growth plans

Mumbai: Lyxel&Flamingo (L&F), a Gurugram-headquartered digital-first marketing agency on Tuesday announced major restructuring of its leadership team. The company has elevated six homegrown leaders as new partners to further strengthen the focus on scaling its business pan-India.

The company’s partner comprises of Nishant Singh (creative director – copy), Nishit Mohan (head of technology), Shivam Singh (team lead R&D), Hitanshu Gupta (solutions architect), Upesh Verma (head of e-commerce) and Ashish Sharma (delivery head). “The six newly-minted partners have already spent more than half a decade with the company and have risen through the ranks to now lead very important and profitable businesses within the L&F fold,” said the statement.

“We are incredibly proud to elevate six of ‘our own’ to partners as they represent what homegrown talent can do for the growth of any company. Having come up through the ranks, they embody & exemplify the strong cultural values our organisation is exceedingly proud of,” stated L&F co-founder and CEO Dev Batra. “A few of them began their professional careers with us and have soldiered on through thick & thin to have reached this pivotal point in their careers. They have demonstrated the same perseverance and other core values integral to L&F like any other partner has and hence, this elevation only makes natural sense.”

The four original co-founders, Dev Batra (CEO), Yesh Miranda (CCO), Shreyansh Bhandari (COO) and Priya Batra (director – people strategy and growth), shall dilute as much as 20 per cent of their equity in order to help more than 30 leaders within their company become partners over the next three years in an industry-first restructuring and organisation building process, said the company in a statement.

“As a team we have always had the unwavering belief that L&F has what it takes to grow into a globally relevant, multinational, marketing agency from India. To strengthen our mission of ‘Building For The Future’ and further build on our vision, the natural step was to groom the next generation of leadership within a structure where they hold more equity in the company & build on the momentum of growth & new competencies,” Batra further said.

“The company’s growth culture is an integral part of our outlook. We focus on doing things passionately and always pushing the envelope – yet giving complete independence to our people to decide their own growth and enabling this in a decentralised manner,” commented Priya Batra. “This is where the six new partners are going to bring their expertise to the table – Building For The Future in the process- for brands & for the organisations alike.”

In the last few years, L&F has established competencies across digital, social, analytics, tech, CRM and automation. The company has business spread across Gurugram, Mumbai, Bengaluru, Vancouver, Canada and Wyoming, US.

March 8, 2022
Dabur’s NewU onboards Lyxel&Flamingo as digital marketing partner

Mumbai: Ensuing a multi-agency pitch, NewU, the beauty retail business from the house of Dabur has partnered with Gurugram-based digital marketing agency Lyxel&Flamingo to handle an all-encompassing integrated digital marketing mandate.

NewU is the retail chain for beauty and personal care essentials. Operated by H&B Stores, a 100 per cent subsidiary of Dabur India, the brand operates 100+ stores across leading cities in the country, said the company.

“The awareness levels among consumers in India for Indian and global beauty products and trends, both current and emerging, continues to rise,” remarked NewU (H&B Stores) business head Manish Asthana. “We are delighted to associate with Lyxel&Flamingo to further elevate our brand’s digital presence and forge a deeper connection with discerning consumers. The agency’s creative thought process resonates with our brand’s ideology and together we are confident of scaling up our brand’s media footprint using a clutter-breaking strategy in this competitive industry.”

Lyxel&Flamingo will be managing the brand’s digital marketing duties, comprising social media marketing, website management and automation, SEO, influencer management and digital media buying. “The agency is tasked with leveraging its collective creative, strategic, and social media skills to enhance brand recall, boost brand loyalty, and drive digital footfall and engagement,” said the statement.

“Our team of young and exuberant professionals believes that a well-rounded digital strategy can exceptionally increase the conversion rate of consumers,” stated Lyxel&Flamingo chief operating officer Shreyansh Bhandari. “The beauty retail sector in our country is highly dynamic and against that background, we intend to bring in the ideal balance between creative digital communication and engagement to reach out to NewU’s audience at a wider scale.”

February 16, 2022
Lyxel&Flamingo wins social media mandate for AloFrut

Mumbai: Axiom Ayurveda has entrusted Gurgaon-based digital marketing agency Lyxel&Flamingo with the social media mandate for its fruit juice brand, AloFrut. The mandate was won post a multi-agency pitch.

The agency is tasked with leveraging its collective creative, strategic, and social media skills to enhance brand recall, boost brand loyalty, and drive digital footfall and engagement.

“AloFrut has created a niche for themselves in the juice category and have had an exceptional journey so far with their proposition to give customers a healthier alternative with AloFrut Juices, and tasty party drink options with Alofrut Mocktails.Lyxel&Flamingo is elated to be associated with AloFrut and be a part of their next phase of growth,” said Lyxel&Flamingo chief operating officer Shreyansh Bhandari, commenting on the brand win.

With the pandemic enabling the world to transcend the boundaries of the digital realm like never before, Lyxel&Flamingo has set the ball rolling for AloFrut mocktails with the digital extension of the launch. Lyxel&Flamingo is determined to translate that onto the digital canvas via innovation of thought, tangible performance indicators, and planning, execution, and management of campaigns, said the digital agency.

“We are excited about this collaboration and look forward to experiencing firsthand the values and ideas that the agency is known for. We hope our joint expertise can facilitate effective communication of what the brand has to offer,” AloFrut managing director Rishabh Gupta added on the new association.

December 7, 2021