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Tag: Mirum India

  • Preetam Thingalaya joins Bullet as vp–marketing

    Preetam Thingalaya joins Bullet as vp–marketing

    MUMBAI: Looks like Bullet has fired its next big shot. Preetam Thingalaya has joined the newly launched micro-drama app as vice president marketing, bringing with him more than 20 years of brand-building experience across media, FMCG, tech, and entertainment.

    Preetam’s move comes at a time when Bullet, in partnership with Zee Entertainment, is aiming to reshape digital storytelling through bite-sized, vertical-format dramas designed for binge-watching.

    An industry veteran known for crafting digital ecosystems and forging creator partnerships, Preetam has previously led marketing at Eshtory, a premium original audio storytelling platform. Before that, he held key roles at Mirum India (a VML company), ZEE5, Mindshare, and Hindustan Unilever.

    With Bullet blending tech, storytelling, and creator energy, Preetam’s appointment signals the brand’s next act, making micro-dramas a macro trend.

  • Axis Mutual Fund launches its flagship investor awareness campaign #SochaSamjhaNivesh

    Axis Mutual Fund launches its flagship investor awareness campaign #SochaSamjhaNivesh

    Mumbai: Axis Mutual Fund has announced the launch of its flagship investor awareness campaign, #SochaSamjhaNivesh. This initiative aims to simplify investment concepts and empower new investors with the knowledge needed to make informed decisions. The first series focuses on educating investors about the benefits of Multicap funds through a comprehensive 360-degree approach.

    Equity markets have shown resilience, attracting more new investors. However, many are driven by confusion or FOMO, eager to maximise gains but unsure where to start. They often prioritize returns while being cautious of investing complexities. For these investors, Multicap Funds, which invest across large, mid, and small market capitalizations, can be a valuable addition to their portfolio. The #SochaSamjhaNivesh platform leverages this insight in its inaugural series to highlight the potential benefits of Multicap Funds for new investors.

    Axis Mutual Fund MD & CEO B. Gopkumar stated, “In today’s fast-paced investment landscape, investors can easily be overwhelmed by complex decisions and the allure of immediate gratification. #SochaSamjhaNivesh aims to provide investors with the relevant information needed to make investment decisions thereby, empowering investors to make informed choices. The current market landscape is such that there are relevant opportunities across all three segments (large, mid, and small). Therefore, by focusing on Multicap funds in our inaugural series, we aim to showcase a diversified and accessible equity investment solution without sacrificing simplicity.

    Building on the success of the #SochaSamjhaRisk series, which educated investors on the Risk Profiler and Riskometer, the #SochaSamjhaNivesh platform delves deeper into the emotional factors driving investor behaviour. The campaign’s TVCs focus on two critical emotions: FOMO and Confusion. In the first TVC, a protagonist’s desire to gain individual exposure to large, mid, and small caps is fulfilled through the strategic equity allocation offered by multicap funds. The second TVC highlights the confusion investors often face when determining equity allocations and shows how Multicap Funds, with their exposure to all three market caps, provide a simple and effective solution. The TVCs will be launched early next week.

    Axis Mutual Fund’s SVP & head – marketing, digital & direct sales – Boniface Noronha emphasised, “Axis Mutual Fund’s #SochaSamjhaNivesh is an insightful initiative that taps into the core emotional decision-making process of investing while encouraging investors to make informed decisions. The two slice-of-life films are crafted to capture everyday interactions, creating a deeper connection with our target audience.”

    Mirum India’s NCD and VP Naila Patel said, “When we did the Socha Samjha Risk campaign last year, we knew we’d hit something interesting with the term ‘Socha Samjha’, because that’s what mutual funds are about – investments that are well-thought-out, i.e., Socha Samjha. Additionally, it is an apt space for everything Axis Mutual Fund stands for – making well-thought-out, responsible investment decisions for the future. We knew it had the potential to grow as a long-term property for the brand, which is why we gave it more legs with Socha Samjha Nivesh. And this time around, it was about giving a risk-informed investor a solution to their specific investment needs – in this case, multi cap funds for the investor who wants multiple opportunities in equity. The films use everyday situations to speak to the audience, and it was crucial for us to maintain this simplicity while also highlighting the benefits of Multicap funds. What’s interesting about this campaign is that it doesn’t restrict itself to educating investors about multi cap funds – it’s a larger conversation about making a Socha Samjha Nivesh in a fund that aligns with your risk appetite, goals, and investment horizons.” 
     

  • Empowering brands with data-driven marketing: The 0101 Today approach

    Empowering brands with data-driven marketing: The 0101 Today approach

    Mumbai: In an age where the digital landscape is rapidly evolving, businesses are faced with an array of challenges—particularly in media buying and performance measurement. Navigating this complexity can be daunting, and that’s where 0101 Today steps in as a crucial partner for growth. With a strong focus on data-driven strategies, this agency is reshaping the way companies approach digital marketing.

    According to the ‘India MarTech & CommerceTech Report 2024’ by Mirum India and VML, the significant shift in budget allocation towards MarTech, with over 65 per cent of brands now investing more than 16 per cent, compared to only 18 per cent of brands doing the same in 2023. Further, into the report, multiple proof points indicate that the MarTech landscape has now matured. As per IMARC Group report, they expect the market to reach $2,130.6 billion by 2032, exhibiting a growth rate (CAGR) of 19.38 per cent during 2024-2032. It also stated that the rising demand for social media management tools, along with the widespread adoption of chatbots, is primarily propelling the market.

    At its core, 0101 Today operates as a conversion enabler, specializing in Martech (Marketing Technology), Adtech (Advertising Technology), data analytics, and effective communication strategies. The agency is committed to leveraging technology and data insights to optimize costs while ensuring that marketing KPIs are met efficiently. This approach has proven invaluable to leading brands such as Reliance General Insurance, Tata Capital, Aditya Birla Capital, and Adani Capital.

    In a discussion with the agency’s managing partners Jayraj Jadhav and Mihir Mehta, 0101 Today is at the forefront of driving digital transformation across diverse sectors. Their leadership is characterized by a deep understanding of digital strategies, enabling businesses to not only adapt to changes but thrive within them. Both have cultivated a culture of innovation, positioning the agency as a trusted partner for companies looking to harness the power of digital marketing.

    Both explained that digital transformation is more than just adopting new technologies; it’s about fundamentally changing how businesses operate and deliver value to their customers. 0101 Today excels in guiding companies through this transformation by providing insights into best practices and strategies tailored to individual needs.

    An element of digital transformation is gaining a deep understanding of the customer journey. By utilizing advanced analytics, 0101 Today helps brands identify key touchpoints and optimize the customer experience at every stage.

    The importance of data cannot be overstated. 0101 Today employs cutting-edge data analytics tools that enable businesses to make informed decisions based on real-time insights, ultimately leading to improved outcomes. Jayraj specifically mentioned that dark data can be challengingsince dark data refers to the information assets organizations collect, process and store during regular business activities, but generally fail to use for other purposes, such as analytics, business relationships and direct monetizing. Most companies today store vast quantities of dark data.

    The agency advocates for the seamless integration of various marketing technologies, which allows businesses to streamline their processes and improve overall efficiency. This holistic approach ensures that all marketing efforts are cohesive and aligned with business objectives.

    The digital marketing realm is in a constant state of flux, influenced by emerging technologies, consumer behavior shifts, and market dynamics. Jyaraj and Mihir provided valuable insights into the current trends that are shaping the industry. As consumers increasingly demand tailored experiences, brands are turning to personalization as a key differentiator. 0101 Today emphasizes the importance of utilizing data to create highly personalized marketing strategies that resonate with target audiences. Despite the technological advancements, content remains a crucial element of digital marketing. The agency focuses on creating valuable, engaging content that not only attracts but retains customers. By leveraging data, 0101 Today helps brands identify what content resonates most with their audiences, driving both engagement and loyalty.

    As digital marketing continues to evolve, businesses must remain agile and forward-thinking. The insights shared by Jayraj and Mihir during our discussion underline the necessity of embracing change and staying ahead of emerging trends. Businesses grapple with the complexities of the digital landscape, collaborating with an agency like 0101 Today can provide the necessary support to navigate these challenges. 

  • Franklin Templeton celebrates remarkable women in #WomenofProgress campaign

    Franklin Templeton celebrates remarkable women in #WomenofProgress campaign

    Mumbai: Franklin Templeton has launched “Women of Progress,” a video campaign showcasing inspirational women who have broken barriers, overcome challenges, and achieved remarkable success in their respective fields.

    The campaign created in collaboration with Mashable Middle East and being promoted by Mirum India, is aimed at showcasing the attributes of persistence, ambition, and innovation, that these successful women in the United Arab Emirates have embraced. It comprises four inspirational episodes, each centred around the journey of a remarkable woman who is the hallmark of progress in her field. Featuring women from various sectors like business and sports, these videos showcase the indelible impact these powerhouses have had on their respective industries.

    These are our standout “Women of Progress”:

    Curly Tales’ founder Kamiya Jani embodies the entrepreneurial spirit with her innovation and determination. Kamiya ventured into the unknown when she launched her food, travel, and lifestyle platform into the UAE market. Not content with merely creating a brand, Kamiya set out to establish a robust community where people could explore and share their love for travel, food, and unique experiences. Her story is one of innovation, showing how a hunger for growth and the willingness to take risks can lead to success in new markets.

    Latifa Bin Haider began her journey towards empowering women at the young age of 19. To realise her dream of leaving a positive impact on society, she founded Baytukum, a platform designed to offer women the necessary resources and knowledge to thrive in real estate investment, fostering financial independence. Latifa’s vision extends beyond just financial success; she is dedicated to creating a supportive community for women, guiding them towards personal and financial freedom.

    The founder and CEO of MENA speakers, Saana Azzam, exemplifies unwavering resilience and ambition. Faced with the choice between her roles as a mother and entrepreneur, skillfully balanced both, defying societal expectations. Her journey highlights her determination to break free from society’s barriers and chart her own course to success, serving as an inspiration to many.

    Brimming with passion for football since a young age, Areej Al Hammadi was determined to push aside society’s restrictive views about women in the sport, securing her place in the UAE women’s national team. Her story is a testament to overcoming societal barriers and pursuing one’s passion with determination, illustrating that true progress is made when we move beyond societal confines.

    Franklin Templeton director – marketing, CEEMEA Balaaji Vaidyanathan shared, “The ‘Women of Progress’ series celebrates the achievements of these extraordinary women who have embraced the spirit of progress and contributed to society’s growth. These stories are crucial in shaping and inspiring the next generation of leaders. Through these videos, we aim to inspire and motivate viewers by showcasing the remarkable achievements of these women. Their stories serve as a reminder that with courage, passion, and perseverance, one can overcome any challenge and make a significant impact.”

    Launched mid-March, the campaign will run through mid-April and viewers are invited to delve into these empowering stories on www.womenofprogress.com.

    The Women of Progress video series has been created and produced exclusively for Franklin Templeton by Mashable ME. This content is not an endorsement by Franklin Templeton of any company or business.

  • NXTDIGITAL appoints Sooraj Keswani as chief customer experience officer

    NXTDIGITAL appoints Sooraj Keswani as chief customer experience officer

    Mumbai: NXTDIGITAL, the rapidly growing digital media division of technology-led customer experience company Hinduja Global Solutions Ltd. (HGS), with a presence in digital television via cable and satellite, broadband, enterprise services, OTT aggregation and content syndication is in expansion mode – launching a slew of digital products whilst expanding its footprint across India.

    Focusing on changing consumer preferences and enhancing the quality of service to its customers, the group has appointed veteran communications and customer engagement executive Sooraj Keswani as its Chief Customer Experience Officer. With over three decades of experience in media, retail, marketing and enterprise consulting across leading companies like The Indian Express Newspapers, Madison, Concept Communication, Hansa Cequity and Mirum India, Sooraj will lead the organisation’s initiatives in enhancing customer experience across all product portfolios. He will work with the group’s large pan-India franchisee base to develop and deliver products customised to hyperlocal preferences. As an extension of his role, Sooraj will also manage the branding and marketing functions.

    Commenting on this appointment, HGS whole time director and head of the media group, Vynsley Fernandes said, “We are delighted to welcome Sooraj Keswani to HGS and the NXT Media Group. His diverse experience across media, communications, technology-led marketing and building customer experience aligns perfectly with our company’s digital vision for the future. We look forward to the exciting journey ahead with him at the helm driving delightful experiences for our customers.”

    Keswani said, “The Hinduja Group is known for its integrity and customer focus. NXT Media Group has aggressive growth plans across its business verticals and I am very excited to join them in this journey to scale customer experience and brands to the next level.”

  • Mirum India announces strategic partnership with Resulticks

    Mirum India announces strategic partnership with Resulticks

    Mumbai: Mirum, a Wunderman Thompson company and a part of the WPP Group, has announced a strategic partnership with Resulticks, an audience engagement platform.

    “We are happy to partner with Mirum, one of the leading digital and martech solutions agencies,” stated Resulticks CEO and CTO Mani Gopalaratnam. “Resulticks is a comprehensive, data-driven, and omnichannel marketing automation platform that supports all digital marketing requirements and gives users the ability to automate their core marketing activities. With the expertise of Mirum India added to the partner arsenal we are confident of delivering best-in-class managed services along with our platforms.”

    As a part of this collaboration, Mirum will be a solution partner for Resulticks and help the ‘real-time conversation marketing cloud’ platform to implement and integrate their martech stack for customers across industries and geographies, said the statement.

    “At Mirum, we understand the nuances that brands face while implementing and integrating a martech platform,” said Mirum India joint CEO Hareesh Tibrewala. “Resulticks is truly an omnichannel platform that allows marketers to plan, develop, deploy, and manage campaigns across channels like email, mobile, web, and social media while automating real-time & responsive communications. With our experience of over 12 years in ceaselessly delivering implementation projects, we are excited and look forward to our partnership with Resulticks.”