ITV

Tag: Meesho

  • Meesho announces annual festive ‘Mega Blockbuster Sale 2023’ campaign

    Meesho announces annual festive ‘Mega Blockbuster Sale 2023’ campaign

    Mumbai: Meesho, India’s only true e-commerce marketplace, has announced its highly anticipated festive ‘Mega Blockbuster Sale 2023’ campaign. The new advertising campaign is conceptualised to highlight the core value Meesho offers to its valued customers by giving access to a plethora of quality products at the best prices, thereby enhancing the overall shopping experience.

    At the core of the advertising campaign is a captivating visual narrative featuring renowned celebrities like Kapil Sharma and Pooja Hegde. The captivating advertisements feature Pooja Hegde scrolling through an e-commerce application when the model (Kapil Sharma) emerges from her phone screen and asks her to check out the prices on Meesho before making the purchase. When she opens the Meesho application, she is shocked at the price difference. Through this campaign, Meesho aims to establish itself as the preferred choice for customers seeking the best prices and deals for their festive shopping needs. Meesho’s 0% commission model helps sellers provide lowest prices on the platform. Meesho has recorded 140 million annual transacting users. This forms a sizable portion of India’s internet population, and provides sellers with a wide customer base across the country. Enabling sellers to tap into a large and diverse customer base has boosted their earning potential.

    Commenting on the launch of the campaign, growth genral manager Nilesh Gupta said, “As the season of Diwali approaches, people are eagerly awaiting festive sales which encompass the best deals of the year. Indian consumers are becoming increasingly tech savvy and compare pricing across platforms before making a purchase. Our messaging, ‘Meesho check karo’ reinforces that customers can avail quality products at the ‘right’ prices on Meesho. With the adorable and quirky duo of Kapil Sharma and Pooja Hegde, we are enlisting humor to build a strong rapport with the audience and create a sense of relatability.”

    Commenting on his association with Meesho, renowned actor and India’s favorite comedian, Kapil Sharma, said, “Over the last couple of years, Meesho continues to be an ideal choice for customers looking at shopping from different geographies of the country. I am glad to be associated with a brand that takes diverse and ever-evolving customer needs very seriously and strives to provide them with the best shopping experience.”

    Pan-Indian star Pooja Hedge added, “As we embrace the festive spirit, I am delighted to partner with Meesho in bringing an extraordinary shopping experience for everyone. Meesho’s festive campaign is a testament to the joy of giving and receiving during this special time of the year. I’m excited to be part of a campaign that not only offers an incredible selection of products but also brings the magic of the festive season right to your doorstep.”

    The campaign will be amplified through television and social media platforms. With 120 million product listings across 30 categories, Meesho aims to ensure that customers across India have a plethora of affordable options to choose from this festive season.

  • “Social media is a cornerstone of elevating brand visibility within digital advertising”: Digidarts’s Siddhartha Vanvani

    “Social media is a cornerstone of elevating brand visibility within digital advertising”: Digidarts’s Siddhartha Vanvani

    Mumbai: DigiDarts is one of India’s leading digital marketing agencies. Founded by Siddhartha Vanvani in 2014, with eight years of experience that connects with customers through innovation-led insightful growth strategies. As a Google Premier Partner & Meta Partner, they excel in boosting performance and enabling growth by offering holistic performance marketing solutions including Branding, Creative Storytelling, Organic & Content Marketing, Marketing Automation, Media Planning & Buying, etc.

    They have a client list including Meesho, DealShare, Boddess, Industry Buying, GlobalBees, Gromo, Birkenstock, ASICS, Bombay Shirt Company, Swiss Beauty, Toms, and many more.

    Indiantelevision.com caught up with Vanvani, to know more about the ever evolving digital marketing landscape.

    Edited excerpts

    On strategies Digidarts employ to stay up-to-date

    We actively engage in meaningful dialogues with esteemed partners like Google, LinkedIn, Apple, Taboola, Snapchat, Hotstar, CRED, and Meta ads. Our approach involves active participation in webinars, seminars, workshops, and conferences that are exclusively tailored to the dynamic landscape of digital marketing. We stay informed and inspired by following distinguished digital marketing authorities, influencers, and thought leaders across various platforms including social media, blogs, and podcasts.

    Our commitment to growth is highlighted through our attendance at industry-centric networking events, both in the virtual realm and offline, creating valuable connections with peers, potential mentors, and collaborative allies. Furthermore, we uphold an ongoing practice of benchmarking against competitors across diverse verticals, ensuring we maintain a pulse on industry trends and remain proactive in our strategies.

    On Digidarts measuring the effectiveness and ROI of its digital marketing campaigns?

    Our approach is assessing effectiveness and ROI involves key strategies. Firstly, we prioritise SMART goal-setting as the foundation of our measurement efforts, encompassing objectives from website traffic to sales growth. Secondly, we employ robust tracking tools like Google Analytics, Google Tag Manager, CAPI (Conversion API) by Meta, and Facebook Pixel for meticulous user interaction analysis. In e-commerce, we utilise specialised tracking monitors for sales, order values, and conversions. A/B tests are done to refine strategies by comparing ad creatives and landing pages. We perform comparative analysis to benchmark campaign performance against industry standards, thus revealing the market position. To summarise, our comprehensive methodology includes SMART goals, advanced tracking, e-commerce metrics, A/B testing, and comparative analysis, capturing campaign effectiveness and ROI holistically.

    On the role social media plays in enhancing brand visibility in digital advertising

    Social media is a cornerstone of elevating brand visibility within digital advertising, which enables transforming the process into an authentic and relatable experience. It’s like a bustling marketplace where brands don’t just showcase products but also share their stories, values, and aspirations. This dynamic platform fosters a sense of connection and community, bridging the gap between brands and their audience. Through engaging content, real-time interactions, and even behind-the-scenes glimpses, social media paints a vivid picture of the brand’s personality.

    Moreover, the power of sharing can’t be underestimated. When users resonate with content, they willingly share it, creating a ripple effect that extends the brand’s reach beyond initial expectations. This peer-to-peer endorsement enhances credibility and trust, nurturing a loyal following.

    On data privacy regulation impacting personalised digital marketing practices

    Data privacy regulations in India have ushered in a new era of consideration and respect for individuals in personalised digital marketing endeavours. These regulations, such as the Personal Data Protection Bill, 2022, recognize the importance of safeguarding personal information and empowering users with control over their data. This shift has prompted marketers to adopt more transparent and ethical practices.

    While these regulations impose stricter requirements on data collection and usage, they encourage a more meaningful approach. Marketers now need to forge genuine connections with consumers, seeking explicit consent and providing clear explanations about data utilisation. This human-centric shift necessitates a departure from invasive tactics towards value-driven engagement.

  • Meesho appoints Divyesh Shah as vice president of engineering

    Meesho appoints Divyesh Shah as vice president of engineering

    Mumbai: Meesho, one of India’s fastest growing internet commerce companies, has announced the appointment of Divyesh Shah as vice president, engineering. He will lead the supply, monetisation and fulfillment & experience (F&E) engineering teams at Meesho. Shah will oversee Meesho’s efforts in using technology to build solutions that will further enhance user experience on the platform.

     Shah joins Meesho with over 16 years of work experience, having worked at companies like Google and Uber in the US. He started his career at Google building containers on Linux which are now utilized by most large Linux deployments, and later went onto build TV ads and Analytics for Google Fiber.

    More recently, his teams built the product platform for Google Assistant. In between these Google stints, he also worked at Uber where his teams solved complex problem statements related to marketplace health, adtech data & measurement and vehicle solutions.

     “Shah brings a wealth of experience to our talented Tech team and we’re really pleased to have him join us. Right from our very first conversation with him we could sense his enthusiasm towards our mission statement of democratizing e-commerce for every Indian and we’re confident that his skill set & leadership will help Meesho scale newer heights in the near future,” said Meesho founder and CTO Sanjeev Barnwal.

     “After spending the last 16 years working in the US, I was keen to return home and be a part of the Indian tech ecosystem. Of all the opportunities, Meesho stood out because of the scale at which it operates and the mission statement of democratizing e-commerce for everyone in India which also translates into the opportunity to serve a large underrepresented demographic.

    I’m absolutely delighted to join one of India’s fastest growing startups and look forward to understanding the behavior and needs of a user base that stretches beyond the country’s first 50-100 million internet users,” said Shah.

    The latest appointment will strengthen Meesho’s tech leadership team as the company looks to onboard more users and increase its presence in India’s underserved markets. Earlier this year, the company announced the appointment of Debdoot Mukherjee as chief data scientist to oversee their efforts to make every pillar of the e-commerce marketplace smarter and more efficient with the use of AI.

  • Meesho partners with ONDC to democratise internet commerce

    Meesho partners with ONDC to democratise internet commerce

    Mumbai: E-commerce company Meesho on Wednesday announced its integration with Open Network for Digital Commerce (ONDC) to help connect buyers with hyperlocal sellers and support India’s vision of creating an inclusive e-commerce ecosystem.

    In line with Meesho’s mission to democratise internet commerce for everyone, the integration will fuel the discoverability of products for consumers while creating a wider market for hyperlocal suppliers. The pilot will first be launched in Bangalore and gradually rolled out in other locations over the coming months.

    With 80 per cent of Meesho’s 14 crore annual transacting customers coming from tier-two+ cities, the company has been instrumental in boosting access for underserved users across the country.  More than eight lakh sellers are currently registered on the platform, of which 40 per cent are from tier two cities and beyond. Meesho has always focused on making e-commerce more inclusive and the integration with ONDC will amplify the company’s efforts in that direction.

    Meesho founder and CEO Vidit Aatrey said, “With a shared goal to empower small sellers and give a fillip to hyperlocal businesses, the integration will boost our efforts to democratise internet commerce for everyone. ONDC will also play an important role in expanding India’s e-commerce sector by bringing more consumers online. We have been working closely with ONDC to ensure that the integration is smooth and the user experience remains seamless.”

    ONDC chief executive officer T Koshy commented, “At ONDC, our aim is to create an open e-commerce ecosystem that caters to one and all. We are pleased to onboard Meesho, as its deep capabilities in small towns will set the network flywheel in motion and take ONDC closer to our goals. E-commerce is still small in India, and new-age platforms like Meesho will be strong network participants for ONDC in this journey.”

  • Nilesh Gupta to handle additional charge of branding and creative strategy at Meesho

    Nilesh Gupta to handle additional charge of branding and creative strategy at Meesho

    Mumbai: Meesho announced on Friday that senior director of growth Nilesh Gupta, who has been leading the company’s activation and acquisition arm for the past two years, will now be handling branding and creative services for the company as well.

    Gupta will be in charge of the team that manages brand building and creative strategy, as well as acquisition and activation at Meesho. His expertise in growth & marketing strategy, business analytics, and deep user understanding has greatly contributed to the company’s growth over the past few years. Under his leadership, Meesho became the most downloaded e-commerce application in the world.

    Prior to joining Meesho in 2021, Nilesh was with Kearney, where he primarily worked on the consumer and retail practice, including co-authoring a report with CII (Confederation of Indian Industry) to help unlock the full potential of retail growth in India.

    “Nilesh is strongly aligned with Meesho’s mission to “democratise e-commerce for everyone” and passionate about solving for Bharat,” said Meesho CXO of growth Megha Agarwal. “His experience in the arenas of acquisition and activation combined with retail will help contribute immensely to Meesho’s accelerated growth. As we further our mission to democratise e-commerce for everybody and bring the next billion users online, user growth will be a key area of focus for us.”

    Gupta strongly believes that Meesho has challenged conventions in the Indian e-commerce landscape. He adds, “Meesho has made significant strides towards democratising e-commerce in India, and I have been fortunate to witness this 10X growth firsthand over the last two years. I am thrilled to take up the branding and creative mandate in addition to my current responsibilities at Meesho. We have a clear vision and will continue to innovate to become India’s preferred e-commerce destination.”

  • Meesho clocks 87.6 lakh orders on day one of festive season sale

    Meesho clocks 87.6 lakh orders on day one of festive season sale

    Mumbai: Meesho recorded 87.6 lakh orders on the first day of its festive season event, ‘Mega Blockbuster Sale.’ This is the highest number of orders recorded by the company on a single day. It reached 80 per cent from day one of the previous year’s sale.

    On the first day of the ‘Mega Blockbuster Sale,’ tier two, three, and four cities accounted for 85 per cent of orders from Meesho. Reaffirming its continued commitment to underserved users with different needs around selection and affordability, the company saw consumers from deep corners of the country, such as Jamnagar, Alappuzha, Chhindwara, Davengere, Hassan, Gopalganj, Guwahati, Siwan, Thanjavur, and Ambikapur.

    With a wide assortment of Rs 6.5 crore active product listings at the lowest prices, the sale exemplifies Meesho’s mission towards democratising e-commerce for everyone.

    Fashion, beauty, personal care, home, kitchen, and electronic accessories were the top-selling categories on day one, while consumers bought everything from sarees to analogue watches, jewellery sets, mobile cases/covers, bluetooth headphones, choppers, and peelers in record volumes to fulfil their festive shopping aspirations.

    Meesho’s industry-first initiatives like zero commission and zero penalty have been instrumental in getting India’s small businesses online. The first day of the Meesho ‘Mega Blockbuster Sale’ saw a 360 per cent increase in seller participation from the previous year, with nearly 75 per cent coming from tier two markets and beyond. Ahead of the festive season, Meesho created a robust training programme on its supplier learning hub and is educating sellers on everything from demand forecasting to order volume management.

    Meesho chief experience officer of business Utkrishta Kumar said, “The ‘Mega Blockbuster Sale’ has started on a high trajectory with a very strong response on day one. This performance is a reflection of the unmatched value sellers and consumers get on our platform and a validation of our relentless efforts towards democratising internet commerce. We are humbled to have had a far-reaching impact in the deepest corners of the country, with 85 per cent of orders and 75 per cent of sellers coming from tier two or higher cities. We will continue to fuel the discoverability of hyperlocal businesses and products, empower MSMEs, and further boost accessibility and affordability for our heterogenous base of consumers.”

  • Meesho ropes in Ranveer Singh, Deepika Padukone for upcoming festive sale

    Meesho ropes in Ranveer Singh, Deepika Padukone for upcoming festive sale

    Mumbai: Internet commerce platform Meesho has announced its upcoming “Mega Blockbuster Sale” campaign that onboard nine celebrities including Ranveer Singh, Deepika Padukone, Rohit Sharma, Rashmika Mandana, Kapil Sharma, Trisha Krishnan, Karthi Sivakumar, Ram Charan and Sourav Ganguly. This is in line with the company’s efforts to go deeper and build local relevance with customers across Bharat.

    The campaign aims to position Meesho as India’s biggest marketplace where you can access a variety of products from local markets across the country. The idea was to create a visual world representing celebrities as sellers of various categories, spreading awareness about the company’s unique value proposition of quality products at lowest prices. Through these films, Meesho aims to showcase how shopping on the company’s app mirrors the enjoyable, real-world experience of physical markets. The nine celebrities have a pan-India fan following and are at the top of their craft and careers, aligned with Meesho’s values.  WIth a total of 12 films, each master is shot in Hindi, Tamil, Bengali and further amplified in other regional languages like Marathi, Malayalam, Kannada, Telugu and Gujarati.

    User Growth CXO Megha Agwarwal said, “Through this campaign we are not only looking to target the average 125 million existing monthly users on our platform but every Indian who is looking to shop for their festive needs at affordable prices without compromising on quality. Simultaneously, sellers will have the whole of India to cater to, giving them a chance to build on their customer base.”

    “The celebrities we are engaging with as part of the “Saal ke Sabse Kam Daam” campaign enjoy tremendous love and affection across the country, which helps us in communicating the offerings to our customers and the opportunity to our sellers in the best possible way,” she added.

    Commenting on his association with Meesho for the campaign, actor Ranveer Singh said, “Fashion has seen rapid evolution in the past two years. Everyone is now trying to experiment and develop their personal sense of style. In that light, I am elated to be associated with a platform like Meesho, which is helping local sellers across various different categories to bring their products forward. Not only will you be able to find the perfect gifts for your friends and family at the most affordable prices, there is also no compromise on quality. And through Meesho’s industry-first tenet, your choice will help make the festive season great for local sellers.”

    Cricketer Rohit Sharma said, “It gives me great pride to associate with Meesho and play a key part in supporting the local economy. The brand provides local sellers with a powerful platform to scale their business. Also, the wide range of products at pocket-friendly price points makes it the preferred choice for customers. I look forward to working closely with the team.”

    Meesho, recently strengthened its regional foothold by adding eight new languages on the app—Bengali, Telugu, Marathi, Tamil, Gujarati, Kannada, Malayalam, and Odia.

  • Meesho to strengthen its presence in the regional markets

    Meesho to strengthen its presence in the regional markets

    Mumbai: The fastest growing internet commerce platform, Meesho, has announced the addition of eight new vernacular languages to its platform in line with its mission to democratise internet commerce for everyone.

    The move comes just ahead of the festive season, when millions of users from all corners of the country are expected to transact on the platform.

    These additional languages are Bengali, Telugu, Marathi, Tamil, Gujarati, Kannada, Malayalam, and Odia. Meesho customers can now select their preferred language for accessing account and product information, placing and tracking orders, and making payments on Android phones.

    To ensure an accurate and authentic experience in these new languages, Meesho derived key insights from user research and worked closely with expert linguists. The team chose commonly used words over full translation to mirror everyday language and make the shopping experience seamless. For example, the literal translation for the word “required” in Hindi is “anivarya,” but “zaroori” is more widely understood. In total, around 33,000 English words were translated into each of these eight languages.

    Last year, Meesho introduced Hindi as a language option on the platform, which has seen a high adoption rate of 20 per cent so far.

    The majority of Meesho customers come from tier 2+ cities like Ahmedabad, Vadodara, and Jamshedpur and non-Hindi-speaking states, where English or Hindi may not always be the language of choice. Hence, this latest initiative will boost Meesho’s adoption in these areas and further simplify the online shopping experience for millions of customers.

    Speaking on of the development, Meesho founder and CTO Sanjeev Barnwal said, “It is important to note that 50 per cent of our users are new to e-commerce and have probably never transacted on such platforms before. By introducing vernacular languages on the platform, Meesho aims to eliminate language barriers. This is a natural step in our journey to becoming the single shopping destination for the next billion users in India. Our teams have worked tirelessly behind the scenes to ensure that the platform is 100 per cent accurate and relevant in all these 8 vernacular languages.”

  • Why startups facing strong headwinds with massive layoffs

    Why startups facing strong headwinds with massive layoffs

    MUMBAI: Social commerce startup CityMall became the latest startup to announce mass lay-offs. In a LinkedIn post on 19 June, the firm said that it has laid off 191 employees alluding to the current funding environment and a change in its business model as reasons. In addition, SoftBank-backed Unacademy laid off another 150 employees last week, after letting go of around 600 employees or 10 percent of its workforce in the beginning of this year. Around the same time, Coinbase sacked about 8 percent of its India workforce, amid a crash in digital assets. While crypto companies have taken a hit in 2022 because of uncertainties revolving around their legal validity in India, they aren’t the only ones to feel the chills of a market meltdown.

    Several Indian startups seem to be on a lay-off spree currently, after the hiring augmented for a brief period, leading to thousands of workers staring at an uncertain future amid heightened inflation & economic downturn, thereby, adversely impacting startups in the recent months. Startups that issued pink slips this year included unicorns such as Vedantu (laid off 642 employees in May), Cars24 (laid off 600 in May), Ola (laid off 1,200 earlier this year), Meesho (laid off 150 in April), MPL (laid off 100 in May), Trell (laid off 300 in March) and Unacademy (laid off 750 over the last few months).

    So far, over 10,000 employees have been laid off by 24 startups, based on media reports. The new-age sectors which have witnessed the maximum layoffs are edtech and ecommerce. Just a year back, several of these new companies were hiring robustly, offering ambitious pay packages, having raised intense funding, and expanding vigorously.

    Furthermore, Indian startups were the largest spenders during the IPL season, even leaving the heavyweight FMCG brands far behind in its ad spends. It is noteworthy that all the official sponsors of IPL this season comprised only startups. These majorly included fintechs and edtechs, such as Unacademy, Upstox, RuPay, and CRED, apart from Swiggy Instamart & Dream11, with each official sponsor shelling out excessive moolah.

    Gaming platform Mobile Premier League (MPL) was the official kit sponsor for the Indian Cricket Team while edtech brand, Unacademy was the official partner of IPL 2022 and sponsor of Kolkata Knight Riders team. E-comm brand Meesho was the sponsor of IPL’s official broadcaster Star Sports and the Gujarat & Rajasthan teams.

    What kind of challenges the Great Indian Startup is facing? Is the party finally over for startups? What is the current market scenario? Will startups recover and increase hiring in future? We spoke to the experts to understand the current situation of the market and future growth?

    According to Talent acquisition marketplace, FlexC founder and CEO Girish Kukreja said that most of the startups witnessed a sharp surge in demand for their products and services, when Covid was at its peak. “The market trend then showed a very bright upward growth. It multiplied the demand for human power to cater to the needs of current users and attract more consumers to the business. But most of these employees were hired probably in haste, with little to no solid plans for managing the growth and succession planning of these employees within the organisation.”

    However, when things moved to the pre-pandemic world, so did consumer’s behaviour also changed in many aspects. It, therefore, resulted in a setback for these firms. Hence, the layoffs happened, Kukreja believes.

    After a funding blitzkrieg that lasted for nearly two years, venture capital investments globally have gone down as technology valuations have taken a hit in 2022 in the post-pandemic economic situation, coupled with inflation and international unrest. As the startup ecosystem braces for a funding winter and subsequent slowdown, it is increasingly becoming clear that most of the players in the space hired too many & too soon.

    Despite that, Kukreja does not believe that it’s all over for ‘the great Indian startup party’. “In terms of overall startup employment, the current layoff numbers reported are a minor percentage- possibly five to ten per cent,” he states, adding, “Making mistakes and learning along the way is a part of every startup’s journey. The only mistake these startups made at that point was to hire many permanent employees.”

    The startup culture in India is pretty resilient and it will adapt & get back on track in no time, he says, citing the example of an edtech startup called Physics Wala that entered the unicorn club amid the layoffs.

    Some of these online-first edtech startups, such as BYJU’S and Unacademy are also reinventing themselves by moving to a hybrid model, with plans to open offline coaching centres, blending their online and offline teaching models.

    Several others have also resorted to curtailing expansion plans by closing down non-core verticals, moderating marketing and advertising spends, while going on a hiring freeze to tide over the bleak phase.

    Grapes CEO & cofounder Shradha Agarwal attributes the “mass layoffs” phenomenon against the startups experiencing a funding peak in 2021 to “the unplanned hiring spree in the rush to onboard talents”.

    “To achieve immediate results, startups experiment with new approaches that often misguide the management to formulate inadequate growth analysis. As a result, they expand into new growth plans and venture into new verticals which fails due to an unrealistic approach,” she says. This puts a lot of pressure on the workforce, and companies resort to cutting down on human resources as the only viable solution owing to its easily controllable factor compared to the other fixed costs, which are beyond their hands, Agarwal adds.

    Despite the glitch in the framework, the startup culture is there to stay given its business nature, Agarwal believes. “The industry is versatile where it has the ability to change and mould its business models according to the market conditions.” The startups must focus on proper recruitment strategies with specific skills hiring for longer sustainability, rather than being concerned about short-term goals, she states.

    Staffing solutions provider, Gi Group Holding India country manager Sonal Arora  does not see the layoffs being witnessed in recent times as necessarily being a sign of troubled times ahead for the Indian start-ups ecosystem. “Some of these start-up companies across various industries are in a process of consolidating their workforce. It is a strategic step that every organisation aiming to expand adopts,” she states. “In some cases, they have matured in terms of their business model and decided which are the products/ services they want to focus on, which will eventually result in better or improved services.”

    Experts highlight that layoffs are not a new phenomenon and have always been a part of various industries, considering that the layoffs are happening at a large scale around the same time in several startups is what has garnered a lot of attention.

    According to Arora, India continues to be the centre of emerging technologies. “This means that in the future we will continue to attract various series of funding and interest from venture capitalists,” she concludes.

  • Meesho celebrates Holi with a message of inclusivity

    Meesho celebrates Holi with a message of inclusivity

    Mumbai: Bengaluru based India’s e-commerce company, Meesho has curated a special Holi anthem ‘Anokhe Rang Meesho Ke Sang’ with a strong message of diversity and inclusivity. Capturing the essence of the festival, the song sung by acclaimed singer Sukhwinder Singh, aims to disregard stereotypical prejudice and unite people through colours.

    The campaign is live across Meesho’s social media handles.

    Conceptualised and executed by a digital-first marketing agency, DViO Digital, the campaign aims to instantly reach out to internet commerce platform’s consumers across the Indian Sub-continent with a feeling of absolute togetherness.

    “As a brand, it has always been our endeavour to conceptualise campaigns which our consumers can resonate with,” Meesho VP and head of brand marketing Lucky Saini said. “Considering that each community has its way of celebrating the festival of colours, we wanted to create an inclusive message. When we commenced work on the song, Sukhwinder Singh was our obvious choice for his earthy voice, which has the power to evoke strong emotions amongst audiences. This campaign lands perfectly on our message of celebrating the power of diversity, which empowers us and binds us together as a country.”

    The idea stemmed from Meesho’s core business proposition of connecting small businesses and individual entrepreneurs with pan-India customers in the brand’s ecosystem, said the statement.

    Commenting on the campaign, DViO Digital founder and CEO Sowmya Iyer said, “India is a land of diverse culture and festivities, each of them is celebrated differently across the country. The colours of Holi denote the various facets of life, moods, emotions, seasons et al and that’s when we suggested, ‘Anokhe Rang Meesho ke Sang.’ It not only represents the rich culture of India but also highlights the core nature of the brand.”