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Tag: marketing

  • “Leaked WhatsApp chat” gives a sneak-peek into Zomato’s birthday celebrations

    “Leaked WhatsApp chat” gives a sneak-peek into Zomato’s birthday celebrations

    MUMBAI: Known for its witty marketing campaigns, the food delivery app Zomato has once again sent social media into a tizzy, choosing an innovative way to give a sneak peek into the company’s birthday month celebrations.

    The Gurgaon-based food-delivery company turns 13 this month and has made big plans to celebrate its anniversary on 10 July. As part of its marketing outreach, the brand shared a screenshot of a purported “leaked WhatsApp chat”, that reveals conversations between its CEO and various departments, wherein they discuss their ideas to celebrate Zomato’s Birthday Month.

    The chat is a satirical take on the brainstorming sessions between the finance, marketing, and other departments with the company’s boss. The screenshot shared by Zomato shows the CEO initiating the discussion around the celebration with inputs from various teams. It depicts quite simply and hilariously how each department suggests a plan which doesn’t have a collateral effect on it, while also trying to thwart any suggestion which could potentially involve any risks for it or backfire on it later.

    While the marketing team merrily pitches a ‘ten-day holiday’ plan, the Boss puts in a timely reminder that it’s supposed to be a celebration ‘with the customers’. The growth team then generously comes up with a ‘BIG Discount’ idea to which the Finance team cautiously adds that it’ would be a good idea to have a discount ‘on the birthday’ only. But as the proposed discount gets bigger and gets extended to more number of days the finance team is no longer amused, till finally its unanimously decided to have an offer of “60 per cent OFF for the entire July ”. The chat ends with the finance team exiting the chat, declaring its disapproval.

    The screenshot of the quirky chat was shared by Zomato as a mailer to its customers as well as on the app’s social media handles across platforms. On LinkedIn, the post sparked a light-hearted banter between the company’s chief executive officer Deepinder Goyal, and its chief financial officer Akshant Goyal.

    This isn’t the first time that the Food delivery app has used this idea to draw users’ attention and start social media chatter. At the start of the year, Zomato had come up with a similar ‘leaked WhatsApp chat’ mailer, that ‘revealed’ conversations around ‘New year resolutions’ with the boss. The group chat, while fun to read, even managed to drive across the message that the delivery app is on point & prompt with its orders and deliveries.

    Now with its latest ‘leak’ revealing a “60 per cent discount”, the brand looks set to win more than just eyeballs for the month of July!

  • upGrad names Shreyas Shevade as Head of Creative & Content Marketing for India

    Mumbai: Higher ed-tech start-up upGrad on Thursday announced the appointment of Shreyas Shevade as the head of creative and content marketing. Shreyas’s role will be to integrate upGrad’s brand messaging across traditional and new media.

    An award-winning creative professional, Shevade brings with him over 11 years of experience in integrated advertising, digital marketing, PR, and relationship marketing. He has previously worked with leading and multi-national agencies such as MRM//McCann, Edelman, Contract Advertising, Rediffusion Y&R, and Grey Worldwide.

    Through the course of his career, Shevade has crafted clutter-breaking campaigns for brands like Volkswagen, Durex, Surf Excel, Dove, Bajaj Allianz, and IndiaFirst Life Insurance, which have won several national and international awards.

    On welcoming Shreyas to his new role, upGrad, CEO-India, Arjun Mohan said, “Smartly-crafted branded content and storytelling skills have the potential to connect with audiences at an emotional level. Shreyas’s rich marketing experience and cultural inclination will help us strengthen our brand presence across the country. We are thrilled to welcome Shreyas to the upGrad family.”

    Talking about his new role, Shevade, said, “Edtech is at an interesting juncture of revolutionising education, changing the norms of how, where, when, and who it is made accessible to, and upGrad is at the helm of this revolution. The fact that upGrad’s philosophy of Lifelong Learning matches my own, and that I get to work closely with entrepreneurs I’ve admired from afar, is what I’m pumped about the most.”

    Inclined to the tradition of imparting knowledge and education even outside of work, Shreyas gives guest lectures at Mudra Institute of Communications, Ahmedabad. He also works with home-grown businesses within his networks, to guide and mentor them in their marketing initiatives, said the company in a statement.

  • Blue Buzz ropes in Ayan Dutta as head – operations

    New Delhi: Blue Buzz, the full-service integrated marketing agency on Tuesday announced the appointment of Ayan Dutta as Head of PR Operations. In his role, Ayan will oversee business operations, including the execution of Blue Buzz’s goals and strategic initiatives.

    “The past few years Blue Buzz has witnessed immense success. Building a strong and experienced management team is a key part of our strategy”, said Blue Buzz, co-founder, Neha K Bisht. “We are delighted to welcome Ayan to Blue Buzz. This announcement is a testament to our commitment to realizing our vision and strengthening our support for Blue Buzz’s clients. Ayan brings a passion to his work that inspires teams and clients. His counsel will substantially help our clients that seek to enter or grow their presence in the market”.

    On his new role, Dutta said, “I am truly honored and excited to join Blue Buzz at a time of significant organic growth and expansion through business development. I look forward to working closely with Neha and our exceptional team here at Blue Buzz to capture the next wave of growth and help create significant value while serving our clients. Together we aim to provide the best career experience for our people”.

    Ayan brings with himself over years of agency experience in managing a broad range of communication mandates. He will be responsible for ensuring the business growth & in line with the agency’s strategy, providing leadership and counsel to the teams and clients, said the agency in a statement.

  • The SMC Group inks deal with ESSC to launch operations in India

    Mumbai: The U.K. headquartered entertainment marketing, The SMC Group has announced its operation in India in a strategic partnership with El Sol Strategic Consultants (ESSC), a full-service brand consultancy. Through this venture, The SMC Group aims to unite companies and talent together in India and establish brands via engrossing avenues of sonic marketing, gaming, and e-sports. ESSC’s founder & CEO Elisha Saigal will take on the baton to represent SMC in India.

    The association will enable The SMC Group to lay the groundwork for its initiatives in India whilst also providing ESSC clients access to a global network of artists and global talent from across countries.

    “We are forging an exciting partnership through this unison as SMC India – one that is essential to local industries to create valuable opportunities for brands from across sectors,” said The SMC Group CEO Maurice Hamilton. “With El Sol Strategic Consultants’ strong foundation and network in PR, social media marketing along with influence and celebrity outreach, SMC India will explore modern marketing via gaming, sonic, and e-sports. The workshop with El Sol Strategic Consultants is the first of many initiatives to strengthen our talent and our presence not only locally but also globally and we look forward to what the association has in store for us.”

    Speaking on the partnership, Saigal said, “We are elated to be partnering with the SMC group in a long-term association as SMC India. With the newly-formed SMC India, we are now adding a new vertical to our existing business. Keeping in mind the constantly evolving modern marketing trends, SMC India will introduce Indian brands to exciting facets of sonic, gaming & e-sports marketing and provide brands in India, access to talent from across 16 countries.”
    To kick start its operations in India, an introductory workshop on the latest trends and the various marketing, branding, engagement opportunities that can be leveraged by brands, and agencies through the medium of gaming and e-sports will be hosted on 30 June at 5pm.  

    The two-hour session will be conducted by SMC Gaming directors Nick Smith and Romain Tixier who bring with them a plethora of experience in the global gaming and esports space. 

  • Nissan’s latest campaign with Kapil Dev promotes Covid awareness

    New Delhi: As the country gradually unlocks, Nissan India has launched an integrated general awareness and safety campaign with cricketer Kapil Dev that aims to educate & empower India against COVID-19 through Cricket.

    The campaign draws parallels between preparing for a match and preparing to fight COVID-19, to amplify the message of safety by urging Indians to come together as the country faces one of its toughest matches yet on health and safety. The seven-video series campaign is available on all digital-led platforms, with a new video going live every third day.

    Sharing his thoughts on the collaboration, the cricketer said, ”I am pleased to be a part of an impactful campaign that impels each one of us to do our bit to win over COVID-19 as a nation. As part of Team India, I have won many battles on the field but this battle with COVID-19 has been the toughest. It is a plea from us to the people of India on what we can all do to move to safety to make India win over COVID-19.”

    Nissan Motor India MD Rakesh Srivastava said, “The auto industry has led from the front in making strong contributions towards combating the challenges of COVID-19. As the challenge continues, Nissan India has chosen cricket as a medium of choice to amplify the message on safety through precautions to win the battle over COVID-19 that we’re fighting as a nation. Towards this, who better than one of the most admirable icons in Indian cricket history that brought home the 1983 World Cup to lead to spread the message.” 

  • Pearson names Siddharth Banerjee as MD-India & Asia

    Mumbai: The UK-based education and publishing firm Pearson on Monday announced the appointment of Siddharth Banerjee as the new managing director (MD) for India and Asia, with effect from 6 July. He will be responsible for strengthening Pearson’s direct-to-consumer (D2C) strategy and digital proposition in the region while building a direct relationship with the education ecosystem in the region.

    Siddharth will be moving from Games24x7, a gaming company where he served as chief revenue and marketing officer. Over his career spanning 21 years, he has previously helmed senior-level positions at organisations like Facebook, Vodafone, and Unilever.

    “We are delighted to appoint Siddharth as our new Managing Director for Pearson in India and Asia,” Pearson’s global president-higher education, Tim Bozik said. “India is a key strategic market for Pearson and we are confident that his vast experience will be valuable as Pearson strengthens its focus on constructing a vibrant digital education ecosystem.”

    Commenting on his appointment, the new MD said, “These are exciting times for the education sector in India and Asia and I look forward to working with my team in transforming the region’s focus as a digital-first company. There is a huge opportunity for us to contribute to the emerging and evolving digital Indian education landscape and we have a job cut out for ourselves and I along with my team will leverage our strengths that are in line with the rise in online and digital learning, as well as addressing the workforce skills gap across the emerging economies in Asia.”

    An alumnus of La Martiniere College, Lucknow, Siddharth has earned his MBA from FMS- Delhi and coupled it with executive education from ISB-Hyderabad, IIM-Ahmedabad, and the Harvard Business School. He has also been a Chevening Scholar at the University of Oxford and a best-selling author.

  • BharatPe onboards Parth Joshi as chief marketing officer

    MUMBAI: Financial services company BharatPe on Monday announced the appointment of Parth Joshi as the chief marketing officer. Joshi will work closely with BharatPe’s group president, Suhail Sameer.

    Prior to joining BharatPe, he was the head of Marketing– Global Expansion Markets, Reckitt based out of Singapore. He has also held various marketing roles in GSK & L’Oréal. Parth is an alumnus of MDI, Gurgaon.

    This is the fourth key leadership appointment by BharatPe this year. The company has earlier appointed Gautam Kaushik (PAYBACK’s former MD & CEO) who leads the payments business, Sumeet Singh (Amarchand Mangaldas’ former partner) as general counsel and head of Corporate Strategy and Amit Jain as the chief risk officer.

    “Joshi will bring his in-depth understanding of brands, product development and marketing to fuel BharatPe’s continued growth. In the past, Joshi has played a key role in building many brands across geographies in multi-national companies,” it said on Monday.

    BharatPe co-founder and CEO Ashneer Grover said, “I am confident that Parth’s experience with FMCG giants will be instrumental as we aspire to build BharatPe as a preferred financial services and credit partner for tens of millions of merchants. Also, his in-depth understanding of consumer aspirations and behaviour would be key as we build products like BNPL (Buy Now, Pay Later) for the end customers and scale PAYBACK in India in the times to come.” 

    On his new role Parth said, “BharatPe has seen stupendous growth over the last couple of years. It is phenomenal how India has accepted digital payments and BharatPe has been at the forefront of this transformation. I am looking forward to building BharatPe as the preferred brand for our customers. We also have big plans for the consumer side and I am excited to lead and build this business with the team.”

  • Tiger Balm’s new campaign celebrates toughness of women

    New Delhi: Analgesic brand Tiger Balm has launched a new campaign – #ToughAsATiger to mark the release of the movie- Sherni on Amazon Prime Video.

    Vidya Balan starrer Sherni brings to light the story of a resolute female forest officer who beats all odds to fulfill her duty and Tiger Balm showcases the journey of strong-willed and tough Shernis everywhere with this campaign.

    The analgesic brand’s Instagram feed also mirrors that of ‘Sherni’ in a spirit of solidarity towards women who can not only endure the pain but win over it. The brand also launched #ToughAsATiger Sherni Moments contest for users to take part in the contest.

    Tiger Balm, as a brand, has transformed massively over a time of 100+ years across 100+ countries; all the while building a legacy of alleviating pain, discomfort, and their causes. The company’s belief is that no one should be constrained from leading a full and active life because of aches, pains, and everyday discomforts.

  • Zupee appoints Gaurav Mehta as CMO

    New Delhi: Zupee has announced Gaurav Mehta as the company’s new chief marketing officer. He was previously associated with GirnarSoft – the name behind the automotive market, Cardekho.com.

    A post-graduate in Brand Management and Media Planning from Mudra Institute of Communications (MICA), Ahmedabad, Mehta has diverse experience spanning 19 years, which includes 13 years as a digital business expert in a number of leading companies. “An analytics and research-driven marketer, Gaurav has been in the mobile marketing space since 2008,” said the company in a social media post.

    Mehta also shared the update in a LinkedIn post and added that he would be working alongside Zupee, founder and CEO Dilsher Malhi to enhance the skill-based gaming platform. He also thanked CarDekho’s chief executive officer and co-founder Amit Jain for the support he received from the company during his stint.

    In his career spanning over 19 years, Mehta has worked with OLX South Asia as chief marketing officer for four years and as chief manager at Yahoo.

  • Cashfree appoints Vaibhav Mehrotra as marketing head

    KOLKATA: Payments and API banking solutions company Cashfree has appointed Vaibhav Mehrotra as the marketing head to drive the company’s marketing strategy through its aggressive growth phase.

    He will be responsible for building the brand while instilling industry best practices across brand marketing, product marketing, digital and performance marketing. He will also build a strong marketing team under his leadership.

    With a career spanning over 13 years, he has worked in leadership positions at DLF Ltd, Max Group, Cognizant Interactive, and Photon Interactive. In his most recent role as the head of brand and marketing, Office Business at DLF, he led the marketing charter across six cities, launched various products and brand campaigns covering earned, owned, and paid media. He has also executed various award-winning campaigns for brand awareness and demand generation.

    Cashfree co-founder Reeju Datta said, “We are delighted to welcome Vaibhav onboard as the head of our marketing team at Cashfree. He joins us at a time when the fintech industry and Cashfree are going through massive disruptions. His understanding of the B2B business will help define strategic roadmaps and deploy marketing solutions for Cashfree”.

    Mehrotra said, “I am elated to join Cashfree, especially at an exciting juncture in the company’s growth journey. Fintech has truly emerged as one of the leading growth drivers in the country and across the globe. I am truly excited about building and supporting our growth and the continued improvements we are making in the payments space. This is an exciting time to join this innovative and vision-led organization.