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  • How brands celebrated #2020WaliDiwali on Twitter

    How brands celebrated #2020WaliDiwali on Twitter

    NEW DELHI: Every festive season, as people prepare to splurge, brands leave no stone unturned to position themselves in the front line of their consumers’ view. Twitter – given its conversational nature, diverse reach, and ability to seamlessly connect brands with the right audiences – sees a number of brands go all out with their communication efforts to keep their consumers engaged and the brand’s presence felt. 

    Brands use Twitter to establish their identity, connect and engage with their audiences, provide customer support services, and even launch new products. Brands become a part of culture on Twitter as consumers on the service are constantly redefining relationships with each other and brands at any given time.

    With #Diwali2020 inspiring an array of emotions in all of us, brands on Twitter struck a chord with consumers over a number of themes; some humane and some fun.  This year, as digital emerged as the go-to medium for both brands and consumers, Twitter gave brands a stronger reason and opportunity to connect with their audiences virtually. Responding to the call, brands from across sectors such as OTT, e-commerce, OEM, etc., rolled out meaningful and engaging content to connect with their audiences on the service. Here’s a look at what brands on Twitter had to say this #2020WaliDiwali: 

    Inspiring people to be kind and generous

    The uncertainties of this year led people to be thankful for their blessings. Subsequently, many instances of people coming together to help each other surfaced this year. In line with this sentiment, several brands encouraged people to be kind, and continue providing their support to those who need it. 

    Amazon India’s #DeliverThanks campaign, which used a Twitter conversation card to prompt audience to express gratitude towards everyone working behind the scenes, Vivo’s #SmileWalaDiya contest, asking people to ‘light up lives by bringing smiles to people’s faces’, Oppo’s video story of two little friends’ Diwali being brightened by their tutor, which was a heartwarming reminder to #BeTheLight in people’s lives, and Zomato’s #JabDilKare, aimed at granting some of people’s most heartfelt wishes through their @FeedingIndia project, were all testimonies to the goodness people carry within.  

     

     

     

     

     

     

     

     

    Finding comfort in family and togetherness
    Festivals like Diwali are the best times, and for some, the only times, when they get to come together with their family and friends to have fun, reminisce about the good gone days and make new memories. 

    This year, as many people could not spend Diwali with their families, Coca-Cola nudged its audience to welcome new relationships into their lives with #DiwaliWithCoke. VolkswagenIndia, by #DeliveringHappiness, also tickled the familial sentiments in people with a video that spoke about the importance of family on all occasions – whether its Diwali, or welcoming one’s first car. 

     

     

     

     

     

     

    Reinstating the spirit of unity

    Among many other things, festivals also bring out the diversity of India. As people gather in celebration, all differences of religion and rituals fade into the lights of festive cheer. 

    OnePlus celebrated Diwali with glimpses of celebrations in different cities across the country shot on the #OnePlus8T5G and showcasing the various colours of India. Morris Garages India’s #SoundsOfIndia, through an audio Tweet, encouraged people to recreate the MG Anthem with an Indian touch.

     

     

     

     

    What’s Diwali without some fun and entertainment? 

    Sure, family and gifts are important for celebrations, but where’s the fun without some entertainment? To top the festivities with some chill time, Netflix India, as part of its #NetflixMatchMaker campaign, served up festive film recommendations for those planning on ending Diwali day with a movie night. Disney+ Hotstar VIP also invited people to celebrate Diwali with the recently released #Laxmii, wishing them prosperity with #YehDiwaliLaxmiiWali. 

     

     

     

     

    Shopping and Gifting: It is the season to shop till you drop 
    No Diwali is complete without at least a little bit of shopping and oh, the gifts that we all look forward to. The festivities get everyone to lighten their pockets and wallets, and brands only add to the momentum with festive offers. While HSBC India and HDFC bank lured customers via attractive discounts, Havells India’s #GharWaliDiwali and SBI Card’s #ApnepanKaEhsaas used Conversation Cards to get people Tweeting about the gifts they were planning to exchange this season. 

     

     

     

     

     

     

  • Bigger and bolder, ISL 2020 kicks off today

    Bigger and bolder, ISL 2020 kicks off today

    New Delhi: The seventh season of Hero Indian Super League kicks off today and fans are counting down the minutes till their favourite teams descend on the field to fight it out for the much-coveted trophy.

    The first match will take place between Kerala Blasters FC and ATK Mohun Bagan at GMC Bambolim stadium. The 2020-21 season features 115 games amongst 11 teams, with the inclusion of Kolkata giants ATK Mohun Bagan and SC East Bengal.

    The matches will be telecast and live streamed in 82 territories across the world through five partners across TV and digital platforms.

    Official broadcasting partner Star Network will exclusively air ISL matches in India on Star Sports 1 SD & HD, Star Sports 2 SD & HD (English); Star Sports Hindi 1 SD & HD, Star Sports 3, Star Gold 2 (Hindi), Asianet Plus, Asianet Movies (Malayalam); Star Sports Bangla; Star Sports Kannada; Star Sports Tamil; Star Sports Telugu and Star Sports Marathi. Online streaming will be available on Disney+ Hotstar VIP and JioTV.  

    In addition to international markets, including USA and Australia, fans across continental Europe, Central Asia, Far East, South East Asia, and Asia Pacific can also tune in to enjoy India’s premier football league live.

    The organising committee and broadcasters are leaving no stone unturned to reach out to the audiences and connect with them. They began with a massive campaign ‘Let’s Football: Football will be back’ – a firm promise in the age of uncertainties, courtesy Covid2019.

    The film showcased the love of the players for the game and how audiences wanted this format of live sports to return. This year, the matches will be played behind closed doors. In order to step up the engagement, the organisers have created dedicated fan zones. They have installed two LED screens that will feature fans from the home team and the away team, thus amplifying the rivalry virtually in a bid to enhance the viewing experience. Along with this enhanced audio for the game, an additional mix of cameras and further access to the players through pre-and-post-match shows will ensure that fans remain close to all the action even beyond the field. A few select followers will also get the opportunity to interact with experts and special guests during the pre and post-match shows.

    Carefully targeted content curation in the form of glimpses of practice sessions, player interactions, team interactions and great goals have been deployed to maximise viewer engagement. This content is amplified via social handles of ISL, Star Sports, individual teams, and players. The trend hashtags such as #LetsFootball #isl have already gone viral with people keenly following them.

    If we examine Google trends, there has been a steady uptick in search activity around ISL, clearly indicating the love for the game among the Indian audience.

    And not just fans, but brands too are showing the league some love. Sponsors for this year include Hero MotoCorp, Byju’s, Dream11, Himalaya Drug, Apollo Tyres, Nivea and others. The Premier League, the wealthiest and most-watched football league in the world, has come onboard as strategic partner. This, perhaps, is the biggest vote of confidence the homegrown ISL could ask for with regards to its prospects as a global player of the future.

    The league has grown in leaps and bounds since the time it was launched by Reliance, AIFF, and Star India. It has started attracting international investors. The City Football group plonked down top dollar to acquire a 65 per cent stake in the Mumbai FC in November 2019. Then in mid-August 2020, ISL franchise Hyderabad FC struck a two-year partnership with German Bundesliga giant Borussia Dortmund (BVB), the twelfth richest football team in the world. The Hero ISL has also became the first league from south Asia to be inducted into the prestigious World Leagues Forum, which includes professional football leagues like La Liga, Bundesliga and Premier League, to name a few.

    At a business level, ISL is creating the right platform that football needs in order to grow in India. As per BARC reports, Hero ISL 6 had recorded a 51 per cent growth in viewership, with 28 billion minutes consumed, 168 million live match reach, 213 million video views and over 75 million interactions achieved. The brand is a hit across mediums, with the last season being aired on more than 20 TV channels, and clocking 19 million views on Disney+Hotstar.

    Since the launch, the organisers have stood for not just creating a league, but expanding the culture of football throughout the country. This has been a predominant theme in ISL’s advertising campaigns through the years. One step at a time, that are big strides nonetheless, it is focusing on creating an ecosystem for the game to thrive in. Initially, the idea was to create a platform, which was followed by bringing in the audiences to sample the game and make sure they stay on. Next came creating equity for the league with long standing partnerships and sponsorships. Earlier, football fever in India was only restricted to big ticket global events.

    But the ISL has now become an annual ritual for football lovers and the community is booming with every new instalment. It has created a podium where the domestic players can come forward and shine.

    ISL 2014: 

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    ISL 2019: 

    The ISL has always believed in playing offense. With the support of its sponsors and loyal viewers, it is only a matter of time before it drives India past the goal line and puts us well and truly on the world map of football.

  • Titan’s jewellery business clocks 15% growth in festive season

    Titan’s jewellery business clocks 15% growth in festive season

    New Delhi: The recently concluded festive season fared well for Titan Co. The jewellery division of the company witnessed a mid-teens growth (around 15 per cent) for the 30 day festive stretch from Dussehra till Diwali over the corresponding period last year, with a decent recovery in studded jewellery sales.

    The company includes brands like Tanishq, Mia, Zoya and Caratlane in its jewellery division business.

    Tanishq has over 270 stores in the country and it clocked almost Rs 18,600 crore retails sales in the last year. On the other hand, Caratlane products are available both offline and online. It is available across 90 stores in multiple Indian cities.

    Interestingly, the Titan company advertised its jewellery division to invite consumers to make purchases during Diwali. It came up with multiple ads for brand Tanishq during the festive season. However, on both the occasions, the creatives were attacked by netizens and the brand had to pull back the films.

    The first ad focused on promoting communal harmony, where it showcased a Hindu girl married in a Muslim family getting ready for a baby shower ceremony. The idea was extremely simple as the film was a nod to the peaceful co-existence of the two communities.

    The second ad featured four actors – Neena Gupta, Nimrat Kaur, Sayani Gupta and Alaya Furniturewala – talking about their Diwali plans. One of the protagonists spoke about not bursting firecrackers, leading to certain sections of social media taking offence at her personal opinion.

    In both instances, trollers pointed out that the ads had hurt Hindu sentiments.

    The ads were part of a campaign to promote Tanishq’s Ekatvam range of jewellery.

    Over the years, Tanishq has emerged as the biggest advertiser in the jewellery division of Titan company followed by Caratlane. The brand works with multiple endorsers across geographies to reach out to its audiences and create an appeal for its products.

    Titan company in an official statement further stated that the watches and wearables business also did quite well during the festive season, with recovery close to last year levels. Eyewear business has also witnessed good traction.

  • Word of mouth plays a crucial role in our marketing: Anuj Rustagi, Fabelle

    Word of mouth plays a crucial role in our marketing: Anuj Rustagi, Fabelle

    NEW DELHI: The chocolate market in India is estimated to be around Rs 11,000 crores and is primarily dominated by the FMCG segment which offers chocolates in conventional formats at popular price points. Having said that, a sizeable number of consumers also seek premium and international chocolate experiences.

    Home-grown luxury chocolate brand Fabelle, from ITC Foods, launched its first chocolate boutique to retail chocolates in the country in 2016 from Bengaluru and has expanded to 14 boutiques across the top six metros. To further extend these experiences to masses, the brand entered the premium mass segment in 2018 in two unique formats – center-filled bars called Fabelle Soft Centers, and multi-layered bars known as Fabelle Choco Deck. Now, it has added another product to its portfolio – the ‘Fabelle La Terre’, a creative reimagination of 100 per cent earth positive chocolate that is sustainably manufactured.

    According to ITC Ltd COO- (chocolate, coffee, confectionery and new category development – foods division) Anuj Rustagi, the expertise in understanding the Indian palate and delivery of luxury chocolate offerings at par with global standards have helped them build a loyal and strong consumer base across age groups. “Our network of boutiques and online presence through e-commerce platforms and food delivery agents like Swiggy and Zomato have enabled us to take our one-of-its-kind chocolate experiences closer to the consumers.”

    In the near future, the brand is aiming to become a significant player in the market, similar to what ITC has achieved in categories like atta, noodles, biscuits, and others, related Rustagi.

    Fabelle chocolate are priced in the range of Rs 350 to Rs 1,00,000 in the luxury segment, and Rs 25 to Rs 350 in the mass premium range. So far, it has been catering successfully to consumers across relevant age groups and SECs.

    The brand’s media choices have been to sharp target consumers in key geographies using digital as a key medium, Rustagi said. This enables the consumer to get more information and engage with brands directly, especially in the luxury segments. “The digital medium has also worked effectively for us in recent times and continues to do so. Besides digital, positive word of mouth has been a key part of our marketing communication mix in building the brand’s familiarity amongst the larger audience, alongside our new, trendsetting launches like Ruby Gianduja, Trinity Truffles, Fabelle La Terre and work with chocolatiers like Billie Mckay, Sarah Todd, etc have given Fabelle the desired visibility.”

    The brand is also using direct marketing to engage with UHNI and HNI consumers and creating customised experiences in gifting and for self-consumption.

    Rustagi went on to add, “We also leverage our strong network of boutiques across six metros in the country to drive the consumers’ attention towards the elaborate range of our chocolate offerings.”

    He shared that in the initial months of lockdown, the chocolate business was impacted due to the change in consumers’ purchase behaviour. People were more bothered about stocking essentials due to concerns about continued supply, driving demand for the category. Thus, indulgent and non-essential products, including chocolates, were severely hit.

    “However, as focus on the purchase of essentials has eased and the availability of goods has improved, consumers have resumed spending on indulgent categories. We are witnessing recovery and are expecting the festive months ahead to augment that momentum.”

    Rustagi explained that ITC Ltd’s Q2 report also indicated that the chocolatier is almost at par to the pre-pandemic level. “The economic data pointed towards resurgence and we are also experiencing a week-on-week recovery, and if the same continues, we hope to perform better than last year. If we are able to achieve the same, it will be quite an accomplishment, considering how the majority of the year has been.”

  • Byju’s launches #KeepLearning with TOI to empower parents, students, & teachers

    Byju’s launches #KeepLearning with TOI to empower parents, students, & teachers

    NEW DELHI: Times of India in association with BYJU’S has launched #KeepLearning campaign. The initiative intends to empower students, parents and educators with information and the best practices of online learning.

    With a key focus towards offering innovative, engaging and informative content for young students, the campaign platform will also offer guidance via discussions and one-on-one chats for parents and educators.

    The campaign will further delve into various topics, pertaining to education, curated by luminaries and stalwarts from the education sector including Artsphere & Soulsphere founder & director Anubha Doshi, Nehru World School director Arunabh Singh, Ophthalmologist Navin Sakhuja, Max Super Specialty Hospital  director and head Sameer Malhotra, Springdays School & Fountainhead Leaders co-founder Ramya Rajendiran among others.

    Some of the key topics include, new education policy, curriculum during Covid2019 and beyond, Blackboard to a digital screen, screen time – how much is too much, and many more.

    #KeepLearning is a holistic one stop platform solving all thee-learning pain-points faced by teachers, parents and students in today’s time. The platform includes: – 

    ·         Content on Online Education: Almost all topics related to online learning are covered through variety of articles, listicles and videos on the website

    ·         Discussion with Subject Matter Experts: There will be series of Webinars and Panel Discussions with subject matter experts on various topics throughout the 2 months duration of the initiative

    ·         One-on-One Connect with Experts: Registered users will also be able to connect one on one with key experts from multiple domains like Education System, Lifestyle Coaching, Child Psychology, Ophthalmology, Career Counselling etc. to answer their questions/queries

    ·         Discussion Forums: Registered users will also be able to participate in discussion forums on various topics and get perspective of top experts and other participants

    The campaign is also engaging with prominent celebrities and experts. The list includes known influencers like Rajiv Makhani, Anaita Shroff, Katerina Folkman, Momcom India and many others.

    TOI director brand Sanjeev Bhargava said, “The pandemic has brought about several drastic changes in the way we live our lives. One of the sectors that have seen sizeable change is the education sector, which has swiftly transitioned and adopted a digital approach. As a media platform, we have consistently been drivers of effective change in society, building and supporting movements; with this legacy, we bring an endeavour to empower parents and educators while providing them with the best guidance and knowledge in association with Byju’s. Bridging the gap between the knowledge of how to leverage the various digital learning tools that have been developed for us, #KeepLearning will help children, parents and educators alike.”

    TOI director response Sudha Natrajan has also shared a similar take on the initiative. She said, “Covid-19’s prevailing impact has forced people to live life indoors. The education sector has also moved from blackboards to digital screens, affecting the life of the students and forcing them to adapt to the digital way of learning. With TOI’s and Byju’s – #KeepLearning initiative, we aim to edify the parents and educators about how they can adapt to these changes and alsohelp students adapt to the changing times for a better future. By using different approaches and digital tools we intend to create a bridge between the parents and teachers to drive them towards a better future for the students.”

    Byju’s COO Mrinal Mohit said, “Learning and education are an important part of our lives. With the advancement of technologies and availability of several tools, it is necessary to expand the scope of learning at every stage and educate ourselves on how we can harness the presented opportunity. With the #KeepLearning campaign, in association with TOI, BYJU’S hopes to enlighten students, parents and educators about the ‘how-to’ of e-learning and bring about a change in the education sector.”

    Launched today, the campaign will garner a national presence via the media house’s extensive reach, further amplified digitally as well as with social media. Parents and children can visit the campaign microsite https://timeskeeplearning.com/ for a deep-dive into the world of e-learning.

  • Ferns N Petals launches FNP Media, a digital content company & production house

    Ferns N Petals launches FNP Media, a digital content company & production house

    New Delhi: Ferns N Petals has forayed into the digital video content segment with the launch of FNP Media, the brand’s new digital content house. FNP Media is a content company and production house that works to produce quality content for digital platforms. Given the fact that FNP has been a part of peoples’ lives from birth to marriage and even death, the journey of human emotion has been experienced from very close quarters, and it was but natural to translate that understanding on screen.

    FNP Media has three verticals, Live By FNP Media,Films By FNP Media and Music By FNP Media. The content in the form of short films, web series, storytelling etc. is hosted on YouTube channels of the respective verticalsthat showcases performing arts, films & shows and original music.

    Live by FNP Media is a platform for both aspiring and established artists to showcase their talent in multiple disciplines of performing arts. It brings in a plethora of new-age-content, an interesting mix of social media platforms, YouTube channel and live events. Live by FNP Media is truly an opportunity that performing arts as a whole needs. 

    “We are very excited to enter in this new segment. With the launch of FNP Media we see ourselves catapulting into the next phase of growth,” Ferns N Petals & FNP Media MD & founder Vikas Gutgutia said. “Digital will play a critical role in fueling this growth and we wanted to ensure that we had a strong offering and presence in the space. We have invested a lot of time and energy in creating and acquiring good content for FNP Media, which we hope our viewers enjoy.”

    The other vertical, Films by FNP Media is a completely integrated entertainment offering of original short format movies, which showcases unique content that is believed to have the power of changing people’s perception. The platform will also host content to address the entertainment demands of a New India that is increasingly digital savvy and globally connected, yet fundamentally rooted in its culture.

    Commenting on the occasion, FNP Media GM Ahmad Faraz said, “I believe the audience has become smarter and they want to see good meaningful content. We are concentrating on bringing the content which appeals to people and helps them change their perception. We are working with some new but very talented writers and directors from the industry right now. As a content company we have seen and observed that short format content appeals with audiences as well as brands and it is the future of the content industry. Having said that, we are also going to bring out some unique and never heard before concepts of web series as well in coming months."

    Music by FNP Media envisions to bring you original music content by upcoming and established artists. The platform will help independent musicians and performing artists to present original music under FNP Media’s label and for fans to discover hidden gems. The brand intends to bring out the best in every genre.

    FNP Media marks its entry into this segment with an original short film, The Hire. In addition to this, the platform also offers many other hard hitting films like Almariyaan– that deals with significant LGBTQ issues, Blue Sweater and many more.

  • HBO Max now available on Amazon Fire TV

    HBO Max now available on Amazon Fire TV

    NEW DELHI: WarnerMedia has revealed that HBO Max, the US streaming platform, will begin rolling out immediately on Amazon Fire TV streaming devices, Fire TV Edition smart TVs, and Fire tablets.

    HBO Max is WarnerMedia’s direct-to-consumer streaming offering, with 10,000 hours of curated premium content. The platform features content from HBO, Warner Bros, DC, Cartoon Network, Adult Swim, Turner Classic Movies, and more. As per media reports, the platform has nearly 38 million subscribers.

    The current subscribers of HBO through Amazon’s Prime Video channels will be able to log in to the HBO Max app with their Amazon credentials at no additional cost. The HBO app on Fire TV and Fire tablets will automatically update to become the HBO Max app; customers will be able to log in using their existing HBO credentials. New customers can also subscribe to HBO Max directly in the app. Additionally, all existing HBO Max customers – regardless of how they subscribe to the platform – can now access all of HBO Max via supported Fire TV and Fire tablet devices using their existing provider credentials.

    WarnrerMedia head of sales and distribution Tony Goncalves said, “We are very excited that Amazon customers will now be able to enjoy the best-in-class content that lives within HBO Max. Our continued goal is to make HBO Max and its unparalleled content available to customers across all the devices they love. Fire TV is a favourite among customers and we look forward to working with the Amazon team to engage and grow our existing subscriber base by showcasing all that HBO Max has to offer.”

    “We’ve worked closely with HBO for many years to bring their great content to Fire TV and to make it easier to discover and enjoy with features like search integration, Alexa and personalised recommendations. We are excited to continue that partnership with the launch of HBO Max to bring even more incredible content to customers on Fire TV,” Amazon Entertainment devices and services VP Marc Whitten said.

    With Amazon Alexa, at launch customers can navigate to the HBO Max app by saying “Alexa, find HBO Max” with Fire TV’s included Alexa Voice Remote or a paired echo device for hands-free control. HBO Max content is also integrated into universal search on Fire TV, meaning that its content will appear in searches such as “Alexa, find dramas” or “Alexa, find Game of Thrones.” Customers can also ask Alexa to start watching something specific; “Alexa, play The Undoing.”

    WarnerMedia has plans to energise the India ops with HBO Max. 

  • Gaurav Verma moves on from Zomato

    Gaurav Verma moves on from Zomato

    New Delhi: Zomato CMO Gaurav Verma has moved on from the organisation. He announced the development on his social media handle.

    Verma joined Zomato from Pepsico as CMO for the brand in 2019. Soon, he was elevated to global growth head for dining out for a brief period of six. Later, he was again given the mantle for marketing in April this year.

    He led the brand marketing activities for Zomato throughout the pandemic and spearheaded several interesting campaigns.

    Verma has 15 years of experience in the industry and has worked at multiple brands such as Pepsico, ITC, Lenovo, and Tata Tea. His longest stint was at Pepsico where he worked in different categories such as Tropicana, Lays, Kurkure, and others. 

  • Banijay retains Anne Van Sprang as HR lead

    Banijay retains Anne Van Sprang as HR lead

    MUMBAI: Banijay has confirmed that Anne Van Sprang will continue to lead its HR department as chief human resources officer. Based in Paris, she is the group’s global strategic departmental head, consulting on the company’s worldwide structure, operations and employee relations.

    Championing best practice, Van Sprang joined Banijay from Kering Group, where for two years, she was at the forefront of devising and implementing the business’ HR strategy, as well as overseeing the HR function for the technology and digital division across its 13-territory footprint. Prior to this, she was human resources director at Canal +, providing full HR support to the technical and IT division thus contributing to the digital transformation of the group. She has also held roles at TDF Group and Carrefour.

    A leading HR partner, Van Sprang has spearheaded Banijay’s integration with Endemol Shine Group, supporting chief executive officer, Marco Bassetti, and the global leadership team, in building a footprint comprising the world’s best creative entrepreneurs. Overseeing the department’s worldwide operations, she continues to collaborate with the footprint’s HR partners to combine teams and systems, and drive a joined-up, inclusive and responsible approach. 

    Marco Bassetti said, “Shortly after Anne joined us, we embarked on our acquisition of Endemol, and from the start, she has been a key player in the process. Guiding us on the integration and driving the successful merge of these two businesses, she has been an invaluable partner and voice in our biggest move yet. With her help, we are proud to be building one of the world’s most significant and innovative creative engines.”

    Anne Van Sprang said, “Talent has and will always be key to Banijay. Our creative community is at the heart of all we do and since the recent acquisition, we can categorically say we have 22 territories brimming with the most inspired minds in the business. And, with a great global HR team by my side, I am confident we can continue to attract, develop and retain the best talent in the content industry while driving new employee initiatives and best practice across our far-reaching operations.”

    Van Sprang reports to CEO Marco Bassetti in her new role.

  • Swaraj tractors launches new brand campaign with a ‘Josh’ manifesto

    Swaraj tractors launches new brand campaign with a ‘Josh’ manifesto

    NEW DELHI: Swaraj Tractors, a part of the USD 19.4 billion Mahindra group today launched a new brand campaign ‘Josh Ka Raaz Mera Swaraj’ to communicate how Swaraj tractors fuel the passion in its customers as true companions in their farmlands.

    This new brand campaign is a sequel to Swaraj Tractors’ – Mera Swaraj campaign, which successfully highlighted the feeling of ownership, pride, and togetherness among its stakeholders, especially its customers. It defined the long-standing and successful association of its stakeholders with the brand Swaraj.

    The new ‘Josh Ka Raaz Mera Swaraj’ campaign describes the passion within its stakeholders, which is the key to the success of the brand and its ability to outperform. To describe ‘Josh’, a new Swaraj Tractors’ manifesto has been released with this campaign. The manifesto exemplifies the passion of its stake holders to take on every new challenge and inspires Swaraj engineers to design powerful, rugged & reliable tractors.

    Swaraj Division CEO Harish Chavan said, “We believe Mera Swaraj brings out the Josh in each one of us and in everything we do. This Josh in turn is also reflected in the ability of our powerful tractors that perform the best in toughest conditions across the length and breadth of our country.”

    The new Josh Ka Raaz Mera Swaraj campaign is also an indication towards the changing face of Swaraj in times to come.

    The campaign has been crafted by FCB Interface.