Tag: Mrunali Dedhia

  • Weekend Unwind with Chtrbox’s Mrunali Dedhia

    Weekend Unwind with Chtrbox’s Mrunali Dedhia

    Mumbai: With another weekend upon us, it is time to unwind with the latest Q&A edition of Indiantelevision.com’s Weekend Unwind-a series of informal chats that peek into the minds of business executives through a fun lens in an attempt to get to know the person behind the title a little better.

    In this week’s session, we have Chtrbox vice president Mrunali Dedhia.

    Mrunali joined CHTRBOX in 2016 as its first team member and has since played a pivotal role in its growth. With over 8 years of experience in creator marketing, she has led multiple divisions and key partnerships, driving the company’s expansion into new markets. As Vice President, her expertise in influencer marketing and business operations has been instrumental in solidifying CHTRBOX’s position as a leading player in the industry. With her leadership, CHTRBOX is set to thrive in the evolving influencer marketing landscape.

    Without further ado here it goes…

    Your mantra for life

    “In a world where you can be anything, be kind!”

    A book you are currently reading or plan to read

    I’m currently reading “Ikigai: The Japanese Secret to a Long & Happy Life”, and I’m finding it incredibly interesting and insightful! The book offers a unique perspective on well-being and happiness & encapsulates the essence of finding purpose & joy in everyday life.

    Your fitness mantra

    In the midst of our hectic schedules, daily gym sessions or home workouts isn’t always realistic (for me). However, my nutritionist introduced me to a simple yet transformative fitness mantra where she asked me to aim for 7K to 10K steps every day. This small change has made a significant impact on my life. Doing these steps not only keeps me active but also makes me feel refreshed. It’s like hitting the reset button in the middle of a hectic day and gives my mind a much-needed break, allowing me to clear my thoughts and regain focus.

    Walking daily has been a game changer for me! I honestly feel it’s not about intense workouts but about finding sustainable ways to stay active while still prioritizing your health. And the best part? It’s something I can easily integrate into my day, no matter how hectic things get.

    Your comfort food

    Pav Bhaji – it’s my ultimate comfort food!

    A quote or philosophy that keeps you going when the chips are down

    “Everything happens for a reason.” While it may be difficult to see the purpose behind every setback or disappointment, this philosophy encourages me to trust in the greater plan of the Universe. Sometimes, challenges arise to teach us valuable lessons or redirect us onto a different path. Other times, they provide opportunities for personal growth and self-discovery. By embracing this perspective, we can find comfort and reassurance in knowing that there is a purpose behind every experience, even if it may not be immediately clear. It encourages me to have faith in the journey of life and to trust that everything unfolds as it should!

    Your guilty pleasure

    When I really want to unwind and escape reality, nothing beats a good binge-watch session of reality TV shows. It’s my guilty pleasure that lets me switch off for a while and just enjoy some mindless entertainment.

    The last time you tried something new

    Attended my very first concert – Ed Sheeran’s Mathematics Tour! The experience was beautiful, surrounded by fellow fans, singing along to every song – it was truly magical!

    A life lesson you learned the hard way

    I’ve had moments where I’ve looked back and wished I’d spent more time with the people I love. Understanding the importance of having a good balance between work and personal life has been challenging, but it’s what really changed things for me. It’s about finding that sweet spot where both parts of life feel fulfilling!

    What gets you excited about life?

    New experiences with friends & family, celebrating milestones, traveling to places I’ve never been before and so much more – the list is endless!

    What’s on top of your bucket list?

    Witnessing the Northern lights in Iceland and indulging in a luxurious self-care pampering session in Korea

    If you could give one piece of advice to your younger self, what would it be?

    Stop worrying too much & let go of the need to control, everything will work out eventually if you keep doing your best and your heart is in the right place. Take time out for yourself, your family & your friends. It’s important to invest in your personal relationships as much as investing in your work.  

    One thing you would most like to change about the world

    There are a lot of challenges around the world, and it’s difficult to pick one issue that I would resolve or change. However, if there’s one thing I would want to change in us, as humans, is for all of us to lead our lives with kindness, empathy and compassion – in every interaction & decision we make. A world where these values would drive us to lend a helping hand to those in need, to lift each other up; where our differences are celebrated, not feared, where diversity is seen as a strength, not a weakness.

    A world where instead of turning a blind eye, we come together as a global community to tackle the big challenges facing humanity. Whether it’s poverty, social injustice or environmental challenges – it’s all dealt with together actively instead of being considered as distant problems.

    An activity that keeps you motivated and charged during tough times

    Going for walks while listening to music has turned out to be an activity that’s been extremely helpful in tough situations and otherwise. It helps put my thoughts together, calmly evaluate things and doesn’t hurt that it’s a good habit to have!

    What lifts your spirits when life gets you down?

    Spending time with my loved ones – nothing lifts you up more than the people who truly love you, and I’m blessed with an entire army that I can rely on

    Your go-to stress buster

    It’s quite funny honestly but watching baby videos is my ultimate stress buster – I have an entire collection on IG dedicated to baby videos 

  • Chtrbox’s stellar 2023: Awards, mega brands, and influencer triumphs: Karan Pherwani & Mrunali Dedhia

    Chtrbox’s stellar 2023: Awards, mega brands, and influencer triumphs: Karan Pherwani & Mrunali Dedhia

    Mumbai: As we bid farewell to 2023, Chtrbox reflects on a year of resilience, growth, and innovation. The dedication and hard work of our team have led to significant achievements, including winning Entrepreneur India’s Influencer Agency of the Year Award and Best Brand Engagement Campaign for National Geographic India. Additionally, Mrunali Dedhia, vice president of Chtrbox, secured the Emerging Leader Award by Indian Television.

    Diversification and expansion defined our journey in 2023, as we welcomed brands like Kotak Life Insurance, SBI Card, ICICI, Piramal Finance, Samsung, and Vivo into our portfolio. Our strategic brand partnerships flourished, with highlights such as leading Warner Music India’s College Campus Ambassador program, resulting in a crossover brand collaboration with Flipkart Fashion for the exclusive Gen-Z collection, Spoyl and exclusive tracks released by WMI, ensuring both brands’ marketing objectives were met!

    For global tech giants like HP and Samsung, we spearheaded associations with leading Bollywood celebrities such as Kiara Advani, Varun Dhawan, Vijay Verma and more! Our tactical campaigns, such as the one for Pilgrim’s Hair Growth Serum, demonstrated our ability to drive a threefold increase in product sales. Furthermore, we mobilized 100 student ambassadors to amplify awareness for Bata’s ‘Sneaker Studio’ launch.

    Through ChtrForGood, we led strategic creator-led campaigns for Girl Effect, an international non-profit in the NGO sector dedicated to supporting girls through adolescence and empowering them to make positive choices about their health, education, and economic future. We collaborated with creators to curate impactful campaigns, particularly focusing on sensitive topics like sexual and menstrual health, to raise awareness and advocate for the well-being of girls in these communities.

    Chtrbox Represent onboarded over 30 creators in 2023, leading to impactful campaigns with brands like Estee Lauder, NYX Cosmetics, Tomorrowland, Coke Studio, and more. Our exclusive creators were part of groundbreaking campaigns, collaborating with celebrities and participating in on-ground events for renowned brands. For example, Shantanu Dhope was part of Estee Lauder’s ‘My Shade My Story’. The dancing duo Sonal Devraj and Nicole Concessao collaborated with celebrities like Hrithik Roshan for International Dance Day, Tiger Shroff for Heropanti 2 , Vicky Kaushal for Zara Hatke Zara Bachke and The Great Indian Family. Our creators from Represent were invited for on-ground events for brands like Nars, Tira X Hermes, Cerave, NYX, Benefit Fanfest Mascara Event, Rare Beauty, MamaMia x NMACC and Lancome.

    2023 witnessed brands increasingly delve into hyper-local strategies through campus ambassador programs, fostering relatability with Gen-Z audiences. Collaborations with nano-micro influencers are increasingly becoming a must-have in brand campaigns. A significant shift was observed as brands transitioned from traditional digital creatives to influencer-led content for performance marketing, humanizing communication and concurrently driving conversions.

    As we enter 2024, we anticipate a significant shift in brand strategies. Brands will increasingly recognize the impact of content creators and strategically appoint them as brand ambassadors to leverage their influence beyond traditional forms of creator-led content. Social commerce will gain momentum, transforming social media platforms into virtual marketplaces. Long-term partnerships with influencers will replace one-off collaborations.

    Under our newly launched social wing, ChtrSocial, we aim to empower brands to become creators. Collaborating with Spotify Premium’s India team and working with Tyaani by Karan Johar, ChtrSocial generated compelling content to boost engagement. Some other notable collaborations also include associating with Bata to design custom merch for their North Star Sneaker Squad and partnering with Tata Steel Nest-In to curate topical brand films.

    Looking ahead, we foresee an increase in AI-made hyper-personalized content in marketing. Advanced copy, video and image generation tools will make content interactive and more immersive. Humanized content will rule with authentic voices and relatable personalities driving engagement. Brands will need to collaborate with relevant creators, build personal brands and story tell to reach their target audience. Short-form content will continue to attract new audiences, but a growing emphasis on long-form content will be crucial for building brand affinity and loyalty. As the landscape evolves, Chtrbox remains committed to driving innovation and success for our clients in the dynamic world of digital marketing.

  • QYOU Media elevates Karan Pherwani & Mrunali Dedhia to vice president of Chtrbox

    QYOU Media elevates Karan Pherwani & Mrunali Dedhia to vice president of Chtrbox

    Mumbai: QYOU media subsidiary Chtrbox has announced the promotion of Mrunali Dedhia and Karan Pherwani to further strengthen its leadership team.

    Dedhia and Pherwani have both been crucial in building Chtrbox to its nationwide position as a leader in influencer marketing and creator talent management. In their new roles, they will further innovate and scale-up Chtrbox’s creator-powered marketing solutions across India while driving synergies with QYOU’s influencer marketing group in the US.

    Dedhia and Pherwani have been heading key growth and servicing divisions at Chtrbox, including managing a team of over 60 influencer marketing and creator content specialists. Their expertise in the domain has led to award-winning work and the successful execution of thousands of creator-led campaigns by Chtrbox over the past six years.

    Pherwani comes with over 10 years of strong experience in India’s new-age media and entertainment industry, including being the leader behind the 2021 launch of Chtrbox’s talent management unit, Chtrbox Represent.

    Dedhia was Chtrbox’s first team member in 2016, and through her six intrapreneurial years with Chtrbox, she has successfully grown multiple influencer marketing divisions, key partnerships, and responsibilities for the company.

    “I have had the fortune and freedom to grow with Chtrbox over the past four-plus years. With such talented creators and teams around us, we believe we’ve only scratched the surface of what lies ahead. I’m excited to co-lead the growth and create even far more compelling offerings for brands, creators, and audiences alike,” said Pherwani.

    While sharing her experience of working with Chtrbox, Dedhia shared, “It’s been a tremendous ride with Chtrbox, from helping build and grow the team from the ground up, to consistently working with some of the best creators and brands-P&G, Amazon, HP, Cred, etc. I am looking forward to this new role and scaling QYOU & Chtrbox’s great work further.”

    Chtrbox CEO & co-founder Pranay Swarup added, “We are ecstatic to elevate Karan and Mrunali to their new roles. As we grow towards increased international capabilities with the QYOU influencer marketing team in the US, they are perfect to lead synergies there as well as continue to grow depth with our India business. They are true influencer marketing experts and path-breaking leaders, and we believe they will thrive in their new roles.”