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Tag: marketing

  • “Greenpanel sets itself apart by focusing on building a strong consumer-facing brand:” Arvind Joshi

    “Greenpanel sets itself apart by focusing on building a strong consumer-facing brand:” Arvind Joshi

    Mumbai: Greenpanel, the largest manufacturer of wood panels in India, is redefining its market strategy with a blend of innovative marketing and strategic partnerships. Known for its high-quality Medium Density Fibreboard (MDF), Pre-Laminated MDF, Wooden Flooring, and Plywood, Greenpanel is making significant strides to enhance brand visibility and engagement.

    Indiantelevision.com caught up Greenpanel VP of marketing Arvind Joshi to gain insights on Greenpanel’s innovative strategies and future growth plans, showcasing how the company is setting new benchmarks in the wood panel industry.

    Edited Excerpts:

    On some recent marketing investments and initiatives that Greenpanel has undertaken to boost brand visibility

    Greenpanel has been actively investing in strategic marketing initiatives to enhance our brand visibility and connect with a wider audience. One of our most significant partnerships has been with the Delhi Capitals team in the Indian Premier League (IPL), where we are proud to serve as the principal sponsors. This collaboration has allowed us to align with a sport that captures the enthusiasm and passion of millions across India, providing us with a powerful platform to engage with cricket fans nationwide.

    In addition to this partnership, we launched an extensive ATL campaign featuring a television commercial with popular Delhi Capitals players David Warner, Rishabh Pant, and Anrich Nortje. This campaign was strategically aired twice on national news channels to reach a broad audience and on regional news and movie channels to ensure maximum reach and impact across diverse demographics.

    Furthermore, we have launched Greenpanel MITR, an influencer loyalty app, to strengthen our connection with our influencer audience. This initiative is designed to engage and reward carpenters & contractors fostering a closer relationship and enhancing brand advocacy.

    These initiatives are part of our ongoing efforts to position Greenpanel as a leading brand in the wood panel industry.

    On Greenpanel differentiating itself from competitors in its marketing efforts

    Greenpanel sets itself apart by focusing on building a strong consumer-facing brand, especially in the MDF category. Unlike our competitors, we aim to create brand pull and recall not only among key influencers like architects, interior designers, contractors, and dealers but also directly with the end user. To this end, our marketing efforts are designed to create a lasting impression and establish a direct connection with those who use and appreciate our products.

    On Greenpanel tailoring its marketing strategies to effectively reach and engage consumers in tier two and three cities

    To effectively reach consumers in tier two and tier three cities, Greenpanel leverages a multifaceted approach. Our partnership with the Delhi Capitals in the IPL has significantly boosted our visibility in these markets, allowing us to connect with a broad audience through the widespread appeal of cricket.

    Additionally, we focus on strategic local placements to align with regional cultural and religious events. For instance, we have made targeted investments in high-visibility campaigns during Ganpati in Maharashtra, Durga Puja in West Bengal, and Navratri in Gujarat. We also executed prominent highway branding during the Ayodhya Ram Mandir consecration on key routes leading to Ayodhya, and local branding in Ujjain during Mahashivratri.

    These initiatives, combined with our efforts in highway wall branding and enhancing dealer point visibility, ensure that Greenpanel’s presence is both prominent and relevant in these important regions. By tailoring our approach to local contexts and celebrations, we strengthen our connection with communities and effectively engage with consumers across tier two and tier three cities.

    On Greenpanel leveraging emerging technologies such as AI, AR/VR, etc to enhance its marketing strategies and customer experiences

    Greenpanel is embracing emerging technologies to enhance our marketing strategies and provide superior customer experiences. We have integrated a 3D visualiser on our website, allowing customers to explore our aesthetic pre-laminated MDF and wooden flooring ranges. This tool enables users to visualize how our products will look in their spaces, offering a more interactive and personalized shopping experience.

    In addition, we are strategically exploring the potential of AI to optimize our marketing activities. Rather than rushing into the trend, we are thoughtfully considering how AI can genuinely add value to our campaigns and customer engagement. By doing so, we aim to deliver more targeted and effective marketing strategies while enhancing overall customer satisfaction.

    On collaborations or partnerships that have been particularly beneficial for Greenpanel’s marketing efforts

    One of our most impactful collaborations has been with the Delhi Capitals team in the IPL. This partnership has allowed us to connect with a broad audience across India, leveraging the widespread appeal of cricket to reinforce our brand presence and engage with consumers on a national scale.

    Another notable partnership has been with India Fashion Week, where our wooden flooring was prominently featured on the runway. This collaboration provided us with a unique opportunity to showcase our products, highlighting the quality and aesthetic appeal of our offerings. By aligning with a prestigious event like India Fashion Week, we were able to reach a discerning clientele and enhance our brand’s reputation in the premium segment.

    On Greenpanel’s upcoming marketing initiatives or campaigns

    Greenpanel is committed to building its brand in the consumer mindspace through a range of innovative marketing initiatives. In the near future, we will be placing a strong emphasis on digital marketing, recognizing its growing importance in reaching and engaging with consumers effectively.

    A key focus area will be launching a robust influencer campaign, leveraging the power of social media and digital influencers to connect with our target audience. By collaborating with influencers who align with our brand values, we aim to enhance our brand visibility and strengthen our relationship with consumers.

    On Greenpanel’s plan to expand its market presence both domestically and internationally in the coming years

    With the largest production capacity in the country, Greenpanel is well-positioned to expand our market presence. Our constant and consistent efforts are focused on exploring and venturing into new geographies to capitalise on growth opportunities. By leveraging our production capabilities and continuously innovating, we are confident in our ability to enhance our market presence and deliver high-quality products to customers.

  • Aristobrat announces #TheQuietLuxurySale

    Aristobrat announces #TheQuietLuxurySale

    Mumbai: Aristobrat, a leading apparel brand in men’s slow fashion, is delighted to announce its exclusive mid-summer sale, aptly named #TheQuietLuxurySale. This initiative is set to redefine luxury fashion by making it more accessible and affordable, inviting more men to experience the elegance and sophistication of slow fashion.

    With discounts of up to 40 per cent off, #TheQuietLuxurySale is a celebration of Aristobrat’s commitment to providing high-quality, luxurious apparel at attractive prices. The sale encompasses a wide array of garments, ensuring there is something for every gentleman.

    Featured collections in the sale:

    1   Shirts: A diverse range encompassing t-shirts, piqué shirts, and cotton sateen shirts, crafted for both comfort and style.

    2   Luxury dress ahirts: Upgrade your wardrobe with Aristobrat’s premium selection of specially tailored dress shirts, perfect for sophisticated occasions.

    3   Tencel cotton shirts: Experience the supreme in comfort and style Aristobrat’s tencel cotton shirts, blending sustainability with luxury.

    4   Pants and trousers: Choose from classic trousers to the innovative Tjamas and élite Trouser collections, designed to meet every gentleman’s needs.

    5   Everywear pants: Versatile and stylish, Aristobrat’s everywear pants seamlessly transition from casual to formal settings, ensuring you’re ready for any occasion.

    6   Classic boxer collections: Comfort and elegance in Aristobrat’s classic boxer collections, designed with the modern man in mind.

    Aristobrat’s dedication to slow fashion ensures that each piece is crafted with attention to detail, sustainability, and timeless style. The #TheQuietLuxurySale is not just a sale; it’s an invitation to embrace a lifestyle that values quality over quantity and sustainability over fast fashion.

  • “The time-tested art of storytelling will beat all trends and fads:” Anand Suspi

    “The time-tested art of storytelling will beat all trends and fads:” Anand Suspi

    Mumbai: Spending three decades in the advertising industry is no small feat, and Anand Suspi’s illustrious career stands as a testament to his creative genius. As the co-founder of AndAnd Brand Partners, a boutique agency known for its holistic advertising solutions, Suspi has consistently championed the spirit of partnership and collaboration.

    His 30-year track record includes serving as the creative head of Lowe, Delhi, and leading numerous successful campaigns. Beyond advertising, Suspi is also an acclaimed author, with his childhood memoir “Half Pants Full Pants” adapted into an award-winning series on Amazon Prime. His latest book, “The Bookseller of Mogga,” promises another captivating journey into the heart of storytelling.

    Indiantelevision.com caught up with AndAnd Brand Partners co-founder Anand Suspi to know more about his advertising journey, some timeless creative trends, role of AI in infusing a human touch into digital marketing, and more…

    Edited Excerpts:

    On your journey in the advertising industry, from leading high-profile campaigns to publishing acclaimed works like your childhood memoir “Half Pant Full Pant” and now your new novel “The Bookseller of Mogga”?

    Advertising has been a long journey of 30 years. Any long journey in any field for any person will always be a mixed bag. The same in my case – it’s been gratifying, frustrating and disappointing. All three. I’ve worked with some incredible people, worked on some exhilarating ideas, enjoyed several highs and many lows. But the two books are what will make me smile with contentment before I take off from the planet. The newly-published book is perhaps the most delightful book about books, ever written.

    On the ways in which brands can effectively leverage storytelling techniques that resonate with today’s audiences despite the rise of short-form video and shrinking attention spans

    In this age of short attention spans, storytelling needs to address the consumer need-states that remain largely the same. Such as, surprise me, entertain me, shock me, inspire me. Brands, depending on their personalities, need to constantly find newer storytelling forms and techniques that communicate their message or POV but also address these need-states.  

    On the timeless creative trends that are shaping marketing this year, and how has the global nature of creative work continued to evolve

    The time-tested art of storytelling will beat all trends and fads. Brands can engage on a daily basis using trends that are in vogue but to build a long-term sustainable brand, we need to go back to the basics of being authentic, interesting and persuasive. Whether in India or the world over, the most respected and admired brands that have been around for decades continue to do this consistently.

    On the role that AI can play in infusing a human touch into digital marketing

    AI stands to play a huge role at both ends of the spectrum – `the everyday throughput’ and `the unexpected output’. It can (and should be used) to handle a lot of the mindless grunt work so that brands and agencies can spend more time using human intelligence to do better and bigger things. At the other end, AI is also capable of generating the most unexpected ideas, expressions, executions etc. This requires a lot of playing around with it but is worth the effort.

    On the ways in which brands can seamlessly integrate user-generated content into traditional advertising

    Integrating it may weaken the might and magic of traditional advertising. That should remain pure and not muddy itself by integrating UGC. However, brands can surely do this: Influencer marketing started out as `voice of the consumer’ but has now become another form of brand-speak. UGC can be integrated with influencer marketing so that the mix comes across as authentic consumer-speak.

    On the strategies that brands can adopt to rise above the marketing clutter

    The strategies to cut through the marketing clutter are quite a challenge for brands at present. With a substantial increase in avenues, the marketing clutter is only expected to increase. Simultaneously attention spans will only decrease incrementally. At such a time, cutting through requires brands having increasing clarity about who they are and more importantly, who they are not. It will serve as the pillar helping them market themselves to the correct audience.  

    On the emerging creative formats that are poised to disrupt the marketing landscape in the coming years

    That would be Emotion AI and the Multiverse. It is only a matter of time before they become mainstream.

  • The art Of storytelling: How marketing narratives drive project engagement and support

    The art Of storytelling: How marketing narratives drive project engagement and support

    Mumbai: “In the ever-evolving marketing landscape, amidst constant refinement of strategies and methods, one timeless instrument persists due to its enduring effectiveness: storytelling”.

    The art of storytelling transcends mere advertising; it involves the weaving of narratives that entice internal teams, engage broader audiences, forge emotional connections, and ultimately foster involvement and support for a project. This article examines the impact of storytelling on marketing campaigns, highlighting narratives as potent drivers of project success.

    At its core, storytelling surpasses the mere conveyance of information; it creates immersive experiences that resonate with audiences. Effective narratives captivate individuals by immersing them in a narrative where they become active participants. According to reports, 55 per cent of consumers are inclined to recall a narrative over a mere list of facts. This immersive element is crucial in marketing projects as it encourages deeper levels of participation and buy-in from stakeholders.

    One of the most important ways that story-driven marketing fosters project engagement is by simplifying and simplifying difficult ideas so that they may be understood by the audience. Whether it’s the introduction of a brand-new product, an endeavour to rebrand a company, or an initiative to have a positive impact on society, projects frequently involve complex ideas and goals.

    Moreover, storytelling evokes emotions, a vital component in garnering support for marketing strategies. By tapping into emotions such as empathy, joy, or inspiration, marketers can build connections with their audience, fostering deeper engagement and a sense of shared mission, especially in projects involving cross-functional teams.

    In addition to increasing engagement, narrative plays a pivotal role in building support and advocacy for marketing campaigns. When stakeholders, whether internal teams or external partners, develop an emotional attachment to the project’s narrative, they are more likely to advocate for its cause, offer their expertise, and actively participate in its success. This support network proves indispensable in overcoming obstacles, acquiring resources, and navigating the complexities inherent in any marketing project.

    Additionally, in a competitive market, the art of storytelling becomes a potent instrument for differentiation, enabling brands to stand out amidst the competition. They need to discover unique ways to attract attention in an era where consumers face an overwhelming array of choices. Differentiation comes through crafting a captivating narrative that infuses the brand with personality, authenticity, and meaning, resonating with customers on a deeper level. Marketers carve out a distinct identity and foster brand loyalty by aligning their efforts with a consistent narrative reflecting the brand’s values and connecting with their target audience. According to reports, businesses boasting captivating brand narratives experience a 20% surge in customer loyalty. This greater customer loyalty leads to increased sales and higher profits, making the brand narrative a powerful tool for businesses.

    Aside from that, the power of storytelling extends beyond traditional marketing platforms, permeating every aspect of project communication and execution. Narratives serve as guiding threads, weaving together disparate elements into a cohesive whole across various contexts such as internal meetings, social media campaigns, and customer interactions. Marketers who maintain clarity of purpose, alignment of efforts, and message continuity throughout the project lifecycle maximise its impact and effectiveness through consistent and captivating storytelling.

    Furthermore, narratives possess the exceptional ability to inspire action and drive significant change. They mobilise people toward shared goals, whether advocating for social justice, promoting sustainable practices, or garnering support for a cause. Marketers harness the collective energy and enthusiasm of their audience to effect positive change using storytelling as a tool for social impact.

    By weaving these elements into a compelling narrative, you can transform project communication from a chore to a strategic tool for driving engagement and securing support. Remember, storytelling is an art – so practice, experiment, and find the narrative that resonates best with your audience.

    In conclusion, the power of storytelling can be a game-changer for project marketing. By crafting narratives that connect on an emotional level, you can turn project stakeholders into enthusiastic supporters, paving the way for successful project outcomes.

    This article has been authored by CMO Rishi Sharma

  • The powerful synergy: PR and marketing in India’s dynamic market

    The powerful synergy: PR and marketing in India’s dynamic market

    Public relations (PR) plays a vital role in shaping a brand’s image and driving growth in India’s ever-evolving market. It fosters relationships with key stakeholders, both internal and external, and influences their decision-making. By crafting the right brand story and disseminating it strategically, PR professionals build a positive reputation and generate organic public attention, particularly among the target audience.

    PR as a strategic communication channel

    PR acts as a direct line of communication between brands and their audiences. It addresses crises and manages communication during challenging situations, leveraging media relations to maintain a positive public image. PR experts strategically use industry-related news to create compelling narratives, incorporating quotes from brand representatives and contributing valuable content to media outlets. This approach generates “buzz” and excitement around the brand, highlighting its strengths and building trust with potential customers.

    Building brand identity: A core function of PR

    PR is instrumental in shaping brand identification – the public’s overall perception of a brand. A positive brand image resonates with a company’s values and fosters consumer trust. Here’s how PR contributes to strong brand identity:

    1   Media relations: Building relationships with journalists and securing positive media coverage about a company’s achievements and leadership.

    2   Reputation management: Proactively monitoring brand mentions and addressing any negative publicity to maintain a positive reputation. (Here’s where you can discuss strategies for reputation management, such as social media listening and crafting clear communication plans)

    3   Thought leadership: Positioning company spokespersons or the CXO as industry experts by securing speaking engagements, being part of industry forums, contributing thought leadership articles on the industry, or opinions on the trade the company dwells in.

    4   Corporate social responsibility (CSR): Leveraging a brand’s CSR initiatives to generate positive public perception and build trust with stakeholders. PR helps transform these initiatives into newsworthy stories.

    5   Crisis management: A well-equipped PR team can control potential crises before they escalate. This involves creating communication plans, informing the organization promptly, and acting swiftly to mitigate negative impacts.

    The amplifying effect: PR in 360° marketing

    PR is most effective when integrated into a comprehensive marketing strategy that includes content marketing, social media engagement, and paid advertising. This holistic approach creates a unified brand image and strengthens the overall marketing message.

    Marketing vs PR: A collaborative approach

    While marketing focuses on promoting and selling a brand, PR works on maintaining a positive reputation. However, these functions are not mutually exclusive. Effective marketing requires a strong brand reputation built by PR, and successful PR efforts can ultimately drive sales.

    PR professionals delve into a brand’s unique qualities, while marketing professionals develop targeted campaigns to generate sales. Social media, the modern version of word-of-mouth marketing, provides a platform for PR to connect with relevant audiences and industries. This allows brands to network, raise awareness, and identify potential customers and influencers.

    The future of PR: The power of AI

    In today’s fast-paced world, media monitoring is crucial for managing crises and reputations effectively. PR agencies like #NewtonPR are increasingly utilizing AI-powered tools to enhance monitoring capabilities. AI provides deeper insights by analyzing sentiment and facilitating personalized responses. This allows for faster and more precise crisis management.

    By strategically integrating PR into marketing efforts, brands can build meaningful connections, inspire trust, and achieve sustainable growth in India’s dynamic market. PR services by top public relations agencies, play a critical role in shaping brand perception, fostering consumer trust, and driving business success. Furthermore, by aligning brand messaging with current social trends and values, PR not only enhances brand relevance but also fosters goodwill and societal impact.

    The article has been authored by Newton Consulting India’s chief operating officer, Smita Khanna.

  • Indus Valley Cosmetics to invest ₹40 crores in marketing & research initiatives

    Indus Valley Cosmetics to invest ₹40 crores in marketing & research initiatives

    Mumbai: Indus Valley, a leader in ‘Organic and Natural beauty products’ for over five decades, aims to invest ₹40 crores towards marketing, and research. This investment underscores the company’s ambitious roadmap in India and signals a robust commitment to enhancing research and development (R&D) efforts, aligning with the esteemed ‘Made in India’ initiative. With a strong presence across major eCommerce platforms in India and a global reach spanning over 25 countries, this marks a pivotal moment in Indus Valley’s growth journey, with a focus on captivating GenZs and millennials.

    Indus Valley has risen prominently, selling over 50 million products to date and gaining significant traction in Europe. Today, it proudly stands as a market leader in its category within the US market, particularly on Amazon. With a customer retention rate exceeding 45 per cent and continuing to rise, Indus Valley remains steadfast in its commitment to quality, efficacy, and customer satisfaction. Currently, the brand is shipping over 300,000 units monthly, averaging 10,000 units per day.

    The investment strategy is twofold – the first would be to increase the brand equity and visibility through nationwide advertising and awareness campaigns, spotlighting its flagship product ‘Organic Gel Hair Colour’. The ground-breaking, organic gel hair colour is hydrogen-per-oxide free, PPD free and ammonia free and the brand wants to increase awareness about the effect of these chemicals on the scalp and skin. Already proving to be tough competition for industry giants, this product is set to revolutionize the market. The company will also emphasize its presence in South India through collaborations with influencers and vernacular advertising. It also aims to launch a tailored packaging for South Indian consumers that will further enhance brand resonance.

    Secondly, a portion of the investment aims to fuel research and development (R&D) initiatives, in personal care & beauty products tailored to Indian needs and leveraging scientific insights. With a focus on customized formulations informed by age-old herbal formulations and preferences, Indus Valley will cater to the needs and preferences exclusively of Indian consumers. The investment in marketing and R&D synergizes perfectly to amplify the brand’s presence and drive innovation, ensuring that the products meet and exceed the evolving needs of the customers.

    In response to the development, Indus Valley founder & CEO Shyam S Arya expressed, “We have an ambitious roadmap tailored for the Indian markets, especially focusing on our flagship products, which have garnered immense success globally. We’re deeply committed to formulating hair care and skincare solutions tailored to Indian conditions, enriching the experience of our Indian customers. Our vision is to craft products that genuinely address concerns and promote awareness about the benefits of adopting organic hair and skincare routines. To expedite this process, we’re expanding our R&D facility. Additionally, we’re allocating additional resources to develop safe and effective formulations and educate people about their advantages. Enhancing our supply chain efficiency is also a priority, ensuring our products reach customers within a mere two working days.”

    With production units in Himachal Pradesh and Faridabad, Indus Valley offers a diverse product range including hair care, skin care, and more, featuring 280 plus SKUs across several categories.

  • “We aim to deliver tangible value that transcends mere bill payments”: GoPromoto’s Anshul Gupta

    “We aim to deliver tangible value that transcends mere bill payments”: GoPromoto’s Anshul Gupta

    Mumbai: Behind the scenes of GoPromoto’s rise in the marketing realm is an entrepreneurial journey marked by resilience and vision. Founded by Anshul Gupta, the company thrives on a ‘Brand-First, Solution-Finding’ ethos, crafting a 360-degree marketing experience.

    Founded in 2018, GoPromoto has become a major player in the marketing and branding landscape, helping brands like Harley Davidson, Lenskart, and IndiGo connect with audiences through

    innovative and data-driven campaigns.

    Anshul Gupta’s journey, marked by personal challenges, has propelled GoPromoto beyond mere market share. From navigating personal obstacles to securing prestigious projects like London Fashion Week 2023, the story is a testament to both creativity and success in a fiercely competitive landscape.

    Indian Television caught up with GoPromoto founder and CEO Anshul Gupta to talk about GoPromoto’s establishment, his entrepreneurial journey, and more.

    Edited Excerpts:

    On the inspiration behind establishing GoPromoto and its vision differing from traditional marketing agencies

    The inspiration behind establishing GoPromoto stemmed from recognising the challenges within the traditional marketing agency model in India. We observed that there were numerous hurdles, such as intermediaries and complex processes, which made it difficult for new brands to access marketing services conveniently and affordably. This gap prompted us to envision a different approach. We aimed to create a space characterized by transparency, innovation, and efficiency, where we could bridge the divide between businesses and their target audience more effectively. Our vision revolves around implementing fresh, unconventional strategies that resonate with a broader audience, ultimately driving conversions and nurturing a thriving marketing ecosystem.

    On your entrepreneurial journey shaping GoPromoto’s culture and work ethic, and key achievements that stand out in overcoming such obstacles

    My entrepreneurial journey has been filled with personal and business challenges, which have profoundly influenced the culture and work ethic at GoPromoto.

    Starting from scratch without external assistance taught me invaluable lessons and shaped my character. I learned the importance of resilience, adaptability, and the willingness to learn from setbacks.

    Each obstacle became an opportunity for growth. I developed essential skills like time management, crisis management, and financial acumen. Embracing challenges early on allowed me to anticipate and navigate future hurdles more effectively.

    At GoPromoto, we’ve embedded these values into our work culture. We prioritize honesty, transparency, and intelligence, alongside hard work. We strive to impart these lessons to our team members, encouraging them to continually improve and evolve.

    Key achievements have arisen from our ability to overcome these obstacles. By embracing a culture of continuous learning and resilience, we’ve been able to navigate complexities and achieve milestones that have propelled our company forward.

    On on GoPromoto’s “Brand-First, Solution-Finding” philosophy and how it shapes your innovative approach to marketing

    At GoPromoto, our philosophy is rooted in “Brand-First, Solution-Finding.” This means that we prioritise our clients’ brands above all else, viewing them as sacred entities deserving of the utmost respect and authenticity.

    We begin by thoroughly understanding the fundamental needs and objectives of each brand, as well as their long-term goals. This allows us to tailor solutions that offer comprehensive growth within the allocated budget, whether in monetary terms or through barter arrangements.

    In influencer marketing, where issues like inflated numbers and fake reports abound, we remain steadfast in our commitment to integrity. Instead of chasing superficial metrics, we focus on aligning with influencers whose genuine engagement and relevance benefit the brand. Our approach is not merely transactional; we aim to deliver tangible value that transcends mere bill payments.

    By integrating both digital and offline strategies, we develop innovative solutions that are results-oriented and drive meaningful outcomes for our clients. This holistic approach ensures that our clients’ brands receive authentic, impactful representation across all channels.

    On GoPromoto achieving success without conventional promotion, in a landscape saturated with competition

    In a landscape saturated with competition, GoPromoto has achieved success without conventional promotion by adhering to a simple yet powerful principle: let our work speak for itself. We firmly believe that satisfied customers are the most effective advocates for our brand. By consistently exceeding expectations and maintaining honesty in all our dealings, we have earned the trust and loyalty of our clients.

    While the marketing industry may be crowded, we recognise the scarcity of truly exceptional and authentic work. This is where we stand out. GoPromoto has built its reputation on delivering consistently high-quality results to our clients, even in the face of challenges. We always have a contingency plan in place, ensuring that we can navigate any setbacks with ease.

    Remarkably, we have achieved this success without employing traditional sales tactics. Instead, the majority of our business comes through referrals and organic growth. This speaks volumes about the strength of the relationships we have cultivated with our clients over time. They have become our strongest advocates and brand custodians.

    On GoPromoto integrating technology and digital trends into its marketing strategies to stay relevant and innovative

    At GoPromoto, we prioritise the integration of technology and digital trends into our marketing strategies to remain relevant and innovative in a rapidly evolving landscape. Drawing from our technological background, we leverage inbuilt tools and advanced data analysis techniques to inform our approach.

    Our process begins with a deep dive into data, both from internal sources and provided by our clients. By conducting thorough audits and analysis, we gain insights into what works best for each brand. We then blend this data with current best practices and emerging trends to craft tailored, innovative solutions that meet our clients’ objectives effectively.

    This approach ensures that our strategies are not only informed by data but also incorporate the latest technological advancements and digital trends, keeping our clients ahead of the curve in their marketing efforts.

    On the strategies that GoPromoto employs to secure international projects

    Our strategy is straightforward: we take our work seriously and strive to deliver our best. We’ve received numerous inquiries from outside India via platforms like LinkedIn and our website, which has allowed us to gradually expand into the international market.

    Our initial forays were into markets like Nepal and Singapore, and recently, we had the opportunity to work on the London Fashion Week, specifically for the fashion show of Pepe Jeans.

    The most effective way to secure international projects is to consistently deliver value and meet deadlines. Ultimately, the quality of our work speaks for itself and word-of-mouth referrals play a significant role in our expansion.

    On your future expansion plans including team growth and strategic initiatives for global market penetration

    We currently have a team of 20 members, and we are continuously hiring to support our rapid expansion plans. We are seeking individuals who are passionate about making a difference in the marketing industry with their innovative ideas that resonate with the masses. By mid-year, we aim to establish offices in Mumbai and Bangalore to further strengthen our presence.

    Additionally, we are actively pursuing mandates this year and beyond, which will require us to recruit candidates for higher management roles. In terms of strategic initiatives, we are considering partnerships with global companies to facilitate effective market penetration, leveraging cross-functional abilities and skills. We’re excited to see what the future holds for us.

  • “I’ve always found it fascinating to consider a creative that is based on consumer insight”: Rishi Sharma

    “I’ve always found it fascinating to consider a creative that is based on consumer insight”: Rishi Sharma

    Mumbai: In today’s ever-evolving marketing landscape, Rishi Sharma stands as a seasoned chief marketing officer with a diverse background in managing brands across various sectors and business trajectories. His expertise lies in navigating the rapidly evolving digital landscape, emphasizing the importance of adaptability, technology integration, and speed to market.

    Rishi’s career journey began with a fascination for branding, leading him through advertising, corporate marketing at Samsung India, and diverse roles at Aditya Birla Group. His experience spans both established corporates and nimble startups, allowing him to appreciate the nuances of innovation and adaptability required in different organizational sizes.

    He shared a successful instance where tailoring marketing tactics, particularly focusing on content creation and digital channels, led to a significant increase in leads, conversions, and brand visibility.

    Indiantelevision caught up with chief marketing officer Rishi Sharma,

    Edited excerpts

    On initially sparked your interest in marketing, and on your transition into your role as a chief marketing officer

    My fascination with branding began at a young age; I’ve always found it fascinating to consider a creative that is based on consumer insight. I will never forget advertisements such as Hamara Bajaj and Kuch Khaas Hai. In addition, I began reading the A&M magazine that our neighbour was reading back then, and that’s when I made the decision to pursue a career in marketing. Fortunately, we were also given the opportunity to select a major after graduation, and I went with advertising and public relations.

    My experience working closely with product and brand managers for ten years in advertising has led me to believe that marketing is much more than just communication; many other factors contribute to a campaign’s outcome.

    To better understand the process of getting a product to market, I started spending more time with the sales and marketing teams. Eventually, in 2009, I was given the opportunity to work in the corporate marketing department at Samsung India. and it marked the beginning of my marketing career.

    I worked in three separate B2C, B2B, and B2B2C businesses at Aditya Birla Group after leaving Samsung after three years. While these were still in the marketing and communication domain, I began to appreciate and admire the advancements occurring in the tech/digital arena. I also launched digital marketing, worldwide outreach utilising digital, and numerous other activities. After working for Aditya Birla Group for nine years, I felt that I could accomplish more.

    So, I decided to start over and joined Zolo as a CMO, where I oversaw marketing, customer experience, communication, product, lead generation, and brand. A role that was more complex and substantial.

    At Bonito as a CMO, I’m in charge of the entire client journey and funnel, even with the capital-intensive category  challenges, as a member of the core team, I help find strategies and solutions that aids in the business growth. Our distinctive offering of celebrity-designed houses including Gauri Khan and Manish Malhotra  has helped the brand reach number three in a very short span. Our most recent “World Design”  campaign was well received by the well-travelled Indian customer who responded to the campaign warmly. Additionally, I have built a team that is business focused and have implemented a full-stack Mar-Tech infrastructure, which has started delivering lead flow, improved conversion rates, and lowered  CAC.

    On your balance your experiences working with both established corporations and nimble startups in your current role

    That’s a really intriguing question. It is comparable to drawing a comparison between a boat and a ship in the ocean. In a boat, the captain interacts directly with the companions, however in a ship, there is a hierarchy and the captain rarely meets the crew.

    Both are travelling in the same manner. The distinction lies in their ability to innovate quickly, even if both share the same goal. A ship will creep, but a boat will appear swift and quick. In a similar vein, a ship is responsible for hundreds of passages on board, whilst a boat can accommodate a handful. Last but not least, while a ship can withstand severe seas, a boat finds it challenging.

    However, they both have a captain with the same goal of staying afloat. Both need to get to the destination safely. As with any organisation, large or little, it is crucial to be committed, detail-oriented, and aware of the current circumstances as well as to make plans for unanticipated events. Cannot afford to lose focus on the objective when in the lead role.

    On staying informed about emerging platforms and changes in audience preferences to adapt your marketing strategies accordingly

    I have subscribed myself to various publications and forums. It gives me a regular dosage of the latest in tech and digital. I used to read books but lately, follow podcasts that talk about Martech and topics around it. There are various sites, and even Meta and Google create reports on the latest consumption trends.

    Can you share a particularly successful instance where tailoring marketing tactics led to significant results

    The ultimate measure of our campaign’s success was leads and shop visits with a CAC that was well within bounds; for this reason, I cut back on our print and outdoor spending. I also cut back on spending on lead-only performance initiatives that offered no guarantee of quality.

    As a result, my attention was drawn to content creation, increasing website traffic, dialogue, and display. I used programmatic, YouTube, Social Media, Display, and FM as part of my media mix approach. When combined with performance, this gave the brand a 360-degree appeal that was always in demand. It wasn’t just economical, but it also elevated Bonito to the status of one of the most well-known brands. We got, A noteworthy 100 per cent increase in leads and a 25 per cent improvement in conversion from shop visits are the outcomes of these measures. Sales increased dramatically as a result of the ripple effect, exceeding our highest revenue goals and making the brand positive in December.

    In what ways do you ensure that your marketing strategies remain agile and adaptable in response to technological advancements and shifting consumer behaviours?

    Continuous experimentations and pilots, in the digital age there’s no sure shot way without experiments and pilots. Like we learnt that young Indians don’t like calls and they are more comfortable with the text, we created a WhatsApp-based conversation module, and it is now contributing to almost 25 per cent of lead flow. With over 35 per cent qualification.

    On the key elements that you consider when designing marketing campaigns to engage customers across different industries

    Consumer Insights, the latest trends and shifting busying patterns across categories are good enough to get cues. Like EV sales reflect upon the need for sustainable options. Increasing travel will make the customer more demanding. More socialising at home would mean needing space optimisation solutions. These cues when embedded in a piece of communication subtly, it help connect with the larger audience base and help open the funnel.

    On ensuring consistency and coherence across various marketing channels within a single campaign

    Create a framework and see that everyone who is working in marketing sees and approves the campaigns through that framework.

    On some common pitfalls or mistakes to avoid in marketing campaigns, based on your experience

    Thinking of a solution before comprehending the problem, if there’s no sale the solution in not an “offer/promotion” but to understand what is behavioural shift

    On measuring the success and impact of a brand campaign beyond traditional metrics like ROI

    It is simple, in today’s age it is about Traction, Traffic on the website and what percentage of these customers visit your website and transact.

    On ensuring alignment between your marketing strategies and the broader growth plans and objectives of the organisation as a CMO

    CMO is equally responsible for business growth, the role is no longer only focusing on branding and awareness but on budget, awareness, lead generation, retention, conversion and CAC, each of the above is linked to the other and hence CMO needs to follow this through on a daily basis.

    Nowadays there is a trend where even campaigns are releasing trailers, your outlook on it

    This is a very super bowl approach, it used to be common in mega launches, like automobiles, movies etc. Even in the olden days when a celebrity was getting introduced… I think it is not going to last long… unless it is a content-driven campaign. Businesses are very conscious about CAC and long-tail campaigns cost a lot. In my view, it works where the campaign is content/story lead and has a direct impact on purchase behaviour.

    On the trailer for this campaign or ad film engaging with its target audience

    It only builds curiosity, but as I said, it largely depends on the category.

  • Fortune unveils plans for Ram Mandir consecration celebrations in Ayodhya

    Fortune unveils plans for Ram Mandir consecration celebrations in Ayodhya

    Mumbai: As the holy city of Ayodhya gears up for the consecration of Ram Mandir on 22 January, Adani Wilmar, one of the largest food & FMCG companies in India, unveils its plans to join the celebrations on this historic occasion.

    The company, under its renowned brand Fortune, has curated a series of delightful activities that promise to add to the festive spirit. Adani Wilmar MD and CEO Anghsu Mallick stated, “The consecration of Ram Mandir in Ayodhya is a momentous occasion for every Indian. In keeping with Fortune’s brand sentiment of ‘Ghar ka khana, ghar ka khana hota hai’, we are proud to be a part of this celebration, as this historical event is akin to a festival that celebrates the essence of being Indian. Just as one in three households uses Fortune, our presence in this significant moment is a testament to our commitment to nurturing traditions and mirroring the spirit of India through our products. This celebration is like the joyous gatherings around a traditional home-cooked feast. It’s a time to come together, share stories, and revel in the rich tapestry of our cultural heritage, much like the values Fortune upholds on a daily basis.”

    In keeping with Fortune’s brand sentiment of ‘Ghar ka khana, ghar ka khana hota hai’, the focus is on celebrating the joys of some traditional home-cooked specialties. Towards this, the brand has crafted some impactful and memorable activations to engage visitors:

    . Jalebi sampling spree: Over seven days, Fortune plans to distribute over 25,000 delightful jalebis shaped in the form of the ‘Bloom’, which is the ‘Fortune logo’. This innovative activation is poised to create a buzz during the celebrations, serving as a sweet ode to Lord Rama, whose favoured dessert was Jalebi.

    . Fortune special pakoda platter: Fortune will introduce a unique pakoda platter, made exclusively with the brand’s products, at 10 snack shops across the city. This 15-day campaign promises to add a delightful twist to the beloved local snack.

    . Fortune mega-bhog: Fortune is set to organise a one-day event of bhog on a grand scale. This’mega-bhog’ will feature a delicious feast, prepared with the brand’s products, for over 5,000 people.

    Additionally, plans are afoot for impactful below-the-line (BTL) activities such as gate branding, hoardings, shopboards, and kiosks to capture the attention of the large congregation of devotees who will gather in Ayodhya.

    Simultaneously, the brand is also leveraging television with its sponsorship for the entire duration of the Shrimad Ramayana, which coincides with the celebrations at Ayodhya. The sponsorship will integrate Fortune Master Brand, Chakki Fresh Atta, Soyabean Oil, Mustard Oil, Soya Nuggets, Besan, Rice Bran Oil, and Kohinoor Basmati Rice. Television commercials for all these categories will be on air for this duration.

  • Devyani Food Industries Ltd. launches premium Ice cream brand, INFINO

    Devyani Food Industries Ltd. launches premium Ice cream brand, INFINO

    Mumbai : Devyani Food Industries Ltd (DFIL), one of the leading players in the food and beverage industry and a part of the RJ Corp group, launches INFINO, a premium ice cream brand in INDIA. In a strategic move to capture the burgeoning market for premium ice creams in India, DFIL has collaborated with Liqvd Asia (LA) to spearhead the brand’s end-to-end marketing initiatives including creative, digital content, PR, digital media and offline media, ensuring a comprehensive and impactful launch.

    Witnessing the escalating demand for premium ice cream in the Indian market, DFIL identified an unexplored opportunity to diversify its offerings by introducing a Made in India premium ice cream. INFINO has been officially introduced in the market through Quick Commerce players in Mumbai, Kolkata, Delhi, Hyderabad and Bangalore, along with selective availability in Modern Trade outlets in Bangalore. Consumers in these cities can conveniently order the product through Blinkit, Zepto, or Amazon Fresh.

    INFINO presents a tempting selection of international flavors in sticks, cups and tubs, featuring delights such as Choco Hazelnut Marvel, Celestial Chocolate, Salted Caramel Galaxy, Crispy Chocolate Espresso and Comet Pecan, among many other exquisite options.

    Commenting on the brand launch DFIL Sudhir Chavan, CEO remarked – The Indian ice cream market has witnessed a notable shift towards premium preferences among consumers, indicating a growing demand for a high-quality and exclusive ice cream market. With changing consumer lifestyles and growing appreciation for high-quality products & desire for global ice cream flavours, our brand INFINO aims to fill a gap in the market for consumers who seek luxurious and extraordinary ice cream experience. Our robust manufacturing capabilities and connected distribution network provides us an edge over our competition. INFINO embodies the perfect balance of craftsmanship, high-quality ingredients, and delectable Flavors. Currently we’ve launched our portfolio with three formats – tubs, sticks and cups and in the future, we will be exploring more in terms of formats, flavours and SKU’s”.

    Liqvd Asia, as the agency partner, played a vital role in shaping INFINO’s brand narrative through a comprehensive 360-degree marketing strategy, covering aspects like the brand film, outdoor, PR, and digital content.

    Liqvd Asia business head spokesperson Monish Sanghavi added, “Partnering with DFIL on the launch of their premium ice-cream brand, INFINO, has been an exciting journey all across. The team at LIQVD Asia was excited to take up the challenge to launch this premium ice-cream brand in an already cluttered ice-cream market. With our go-to-market launch strategy and 360-degree media approach, we made an impact in the market, where we launched our product. Now, we are all set to take this partnership to the next level as the agency responsible for their creative, media and digital mandate, and create work that strengthens the brand image, disrupts the market and grows the segment.”

    INFINO ensures that the highest quality product is made available to customers at a competitive price, setting it apart from other competitors in the premium ice cream segment. With a commitment to providing unparalleled taste experiences using globally sourced ingredients, INFINO is poised to redefine the segment.

    As INFINO makes its mark on the premium ice cream landscape in INDIA, DFIL eagerly anticipates expanding its presence across various geographies and markets in India and establishing a distinctive position for itself in the premium ice cream market.