ITV

Tag: Manjari Upadhye

  • Welspun appoints dentsu X as its partner for integrated media solutions

    Welspun appoints dentsu X as its partner for integrated media solutions

    Mumbai: Welspun – a global leader in home textiles, has awarded its media duties to dentsu X – the data & tech-driven agency from dentsu India. The account was won following a multi-agency pitch and will be serviced from the agency’s Mumbai office.

    As per the mandate, dentsu X’s robust talent pool will intrinsically focus on offering pioneering solutions to enhance the brand’s business outcomes. It will cater to the entire gamut of integrated media services in the Bed & Bath and flooring categories, overseeing media strategy, planning, and buying for Digital and traditional media. The agency’s purpose-driven media expertise combined with the network’s strategic foray into practices like Martech (big data, analytics, CRM, CDP) gaming, Omni Channel commerce, and content is certain to empower the brand to further build upon revenues.

    It is pertinent to note here that Welspun’s brands have been highly active on digital and traditional media platforms, engaging with consumers across multiple touchpoints. ‘SPACES,’ known for its premium home textile offerings, has gained recognition for its exceptional quality and innovations, while Welspun, the mass Home textile brand, has consistently provided value-driven solutions that address real consumer pain points through innovative products.

    Welspun Global Brands, domestic business CEO Manjari Upadhye added, “The competition among the agencies was fierce, and each one presented fantastic ideas, strategies, and data, which made our decision quite challenging. However, dentsu X stood out with its innovative approach, comprehensive understanding of our brand, and compelling vision for our consumer-centric marketing strategy. Bed and bath categories are traditionally considered commodity-driven. Our challenge lies in differentiating ourselves and elevating the brand value within this segment. As the largest spender in the Bed & Bath category over the past 2-3 years, we understand the importance of a robust media strategy to drive our growth. We have chosen to partner with dentsu X due to their exceptional track record in handling similar categories, which will undoubtedly play a pivotal role in shaping our strategies moving forward.”

    Speaking on the win, dentsu media CEO, South Asia Anita Kotwani said, “Adding Welspun India to our clientele is a remarkable win. The network believes in going from pillar to post, fostering our strengths, and redefining practices for brands to supersede their targeted outcomes in the India market. I am proud of the team that has relentlessly worked on the pitch. Their innovative approach to catering to Welspun’s business objectives has led to this victory.  This is much in line with dentsu X’s proposition of ‘experience beyond exposure’ and I am certain of them achieving many new milestones with this partnership.”

    dentsu X India CEO Jose Leon added, “Relationships don’t just come from precise media exposures or stalking people programmatically. Relationships come from valuable experiences that all connect to tell amazing stories and this is what we would bring to foray at Welspun too. We aim to be laser-focused towards ensuring long-term & sustainable growth for the brand. Super excited to be part of this next phase of transformation with the team at Welspun.”

  • ‘Jaldi Sukhe…Jaldi Sukhaye’ Welspun’s new home décor national 3D campaign mantra

    ‘Jaldi Sukhe…Jaldi Sukhaye’ Welspun’s new home décor national 3D campaign mantra

    Mumbai: Welspun a renowned global leader in home textiles, has launched a fresh and innovative national 3D campaign for its new Quick Dry Towels. The collection has an apt tagline – Jaldi Sukhe, Jaldi Sukhaye – and is aimed at today’s aspiring Indians seeking value and quality. The range of Quick Dry Towels is made of 100 per cent cotton, is long-lasting and has a colour-lock technology to prevent colour fading. The national campaign has been launched across various out-of-home media outlets in Mumbai, Pune, Delhi, Kolkata, Chennai, Ahmedabad, Bangalore, Cochin and other metro cities.

    The creative 3D by OAP highlights the quick and efficient drying process by positioning a fan behind the towels to attract the attention of the ‘on-the-go’ consumer. Welspun, known for its inventive thinking, highlights numerous crucial components through its 3D visualizations. Instead of the traditional drying procedure of being placed either indoors or outdoors, the creative showcases the blue backdrop rays emerging from the fan to create an efficient drying process. The branding ‘quick dry’ is applied on the fan, aesthetically illustrating the underlying technology. Heat waves connected on both sides of the fan are additional features to demonstrate how quickly the towel material dries.

    Welspun Domestic Business CEO Manjari Upadhye said, “Quick Dry is a unique feature that Welspun towels offer and it was important that the outdoor creative brought alive that benefit in a simple and attention-catching way. OAP has brought this alive well, and we believe this campaign would make the brand memorable in the consumers’ minds”

    India’s leading home media specialist COO-BTL, OAP James Varghese stated, “The idea behind the campaign was to push our creative boundaries and bring out choice and value. The innovative phrase ‘Jaldi Sukhe..Jaldi Sukhaye’ caters to today’s consumers searching for quick cures even in home décor, and we want to carve out a position in that competitive field.”

  • Welspun launches digital campaign on water crisis

    Welspun launches digital campaign on water crisis

    MUMBAI: Welspun India Limited’s domestic brand, Welspun, has recently launched an innovative digital campaign to raise awareness around the decreasing groundwater levels across the country. The campaign is rolled out using digital ad banners backed by unique API integration, which shows the residents, the groundwater levels in their city on a real-time basis alongside highlighting Welspun’s range of reversible bed sheets that save up to 40 per cent of water during washing.

    NITI Aayog’s recent report highlights that the groundwater levels in some of the biggest Indian cities have fallen significantly. It states that the reasons for the rapidly depleting water supply across cities include increased urbanization, climate change and weak infrastructure. In the absence of proactive measures towards water conservation, 21 Indian cities are estimated to be on the brink of running out of groundwater in 2020. Taking cognizance of this, Welspun has launched an impactful campaign to shed light on the water crisis faced by the country.

    The innovative ad banners are served to users showing them the real-time groundwater level of their respective cities. They are curated using a specially designed API that allows the groundwater level data to be pulled from the official source and incorporated in the banner concurrently. The banners will also display Welspun’s two-in-one bed sheets as one of the immediate solutions to conserve water thereby urging consumers to do their bit.

    The campaign is currently live in Maharashtra, West Bengal, Kolkata, Kerala, Jharkhand and many more regions where the groundwater levels are severe.

    Welspun India Limited CEO domestic retail business Manjari Upadhye said, “Sustainability at Welspun India is not just a component of our business philosophy, but is also an ethos embedded in every aspect of our value chain. Taking cognizance of the depleting groundwater levels across the country, we have launched a digital campaign that adopts an innovative approach to sensitize the citizens about the prevailing water crisis. The API integrated ad banners not only give a real-time update on the city’s groundwater levels but also urges people to take a small step towards water conservation by using Welspun’s two-in-one bed sheets that saves 40 per cent water while being washed.”

    FoxyMoron media director Umesh Shashidharan said, “Using the API, we are making customers understand the criticality of the situation and enabling them to take action by providing a product which does make a difference. It works best for the brand as the education about the water crisis and integration of product is happening seamlessly. All this was also backed with customized and automated programmatic targeting.”

    “We hope Welspun’s efforts to bring awareness, are enabling much necessary change towards water conservation,” he added.

    Through this campaign, Welspun has reached more than two million users so far and is witnessing a click-through rate of 2.4 per cent, which is four times higher than 0.50 per cent industry average for mobile banners on programmatic.  Users who are in the critical ground water level zone have engaged 28 per cent more than those users in moderate and good ground water level zone.