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Tag: Pooja Baid

  • Terribly Tiny Tales partners with Philips to launch ‘Bean There Done That’

    Terribly Tiny Tales partners with Philips to launch ‘Bean There Done That’

    Mumbai: India’s micro-content platform – Terribly Tiny Tales (TTT) has announced the launch of its latest IP, Bean There Done That, just in time for International Coffee Day on 1 October. This social-first initiative aims to unite coffee lovers nationwide, sharing their passion for the beloved beverage through stories, rituals, and personal experiences.

    TTT has partnered with Philips to kick off the inaugural season of this IP, featuring the innovative Philips Latte Go coffee maker. This cutting-edge machine brings café-style coffee made from fresh beans right into Indian homes, making it a must-have for all coffee aficionados.

    “We’re excited to collaborate with Philips on ‘Bean There Done That,’ a partnership that extends beyond International Coffee Day. Our goal is to cultivate a community of coffee lovers and inspire more people to experience the joys of the perfect brew,” said Terribly Tiny Tales CEO Anuj Gosalia.

    Versuni CMO Pooja Baid added, “Philips Latte Go Coffee machine is a perfect partner to the TTT’s initiative. As Indian coffee connoisseurs are gearing up to create their perfect brews at home, we capture this momentum by making cafe-quality beverages accessible at home at the touch of a button.”

    Bean There Done That invites TTT’s vibrant community to share their personal coffee stories, including at-home coffee rituals, favorite twists on classic brews, and how coffee enhances their ‘me time’. The campaign will feature a series of engaging social media posts, short videos, and interactive content centered around coffee culture, inspiring more Indians to share their coffee journeys, one cup at a time.

  • Versuni India launches dual-basket Air Fryer 3000 series with Varun Sharma

    Versuni India launches dual-basket Air Fryer 3000 series with Varun Sharma

    Mumbai: Versuni India has launched its latest kitchen innovation, the Dual-Basket Air Fryer 3000 Series in collaboration with actor and comedian Varun Sharma. The partnership aims to make cooking more accessible and enjoyable, showcasing the air fryer’s versatility and ease of use through a playful and relatable video featuring Varun Sharma.

    In the video, Varun brings his signature humour and energy, sharing how the Dual-Basket Air Fryer has made cooking simpler for him. Known for his witty charm, Varun recounts his journey from rarely stepping into the kitchen to now enjoying the convenience and fun of preparing meals with the air fryer. As a self-proclaimed kitchen novice, Varun humorously shows how the air fryer’s dual-basket feature allows him to cook multiple dishes at once, making even the busiest schedules manageable.

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by Varun Sharma (@fukravarun)

    Commenting on the collaboration, Versuni India Home Solutions Ltd’s chief marketing officer, Pooja Baid said, “We are thrilled to partner with Varun Sharma for a fun and versatile product like our Dual-Basket Air Fryer. His relatable charm and humour perfectly capture the essence of our brand, showcasing the ease and versatility this product brings to the kitchen. At Versuni India, we aim to simplify everyday cooking, and Varun’s authentic approach makes it clear that even the busiest individual and least experienced cooks can create effortless, healthy meals that taste just like mom’s homemade food. We’re confident this video will inspire more people to enjoy the convenience and joy of cooking with our latest innovation—and we’re sure consumers will love it as much as we enjoyed making it.”

    In the video, Varun highlights the air fryer’s dual-basket design, which allows users to cook different meals or larger portions simultaneously. He demonstrates how the synchronised cooking feature ensures that dishes with varying cook times finish together, saving both time and effort. With 8 preset settings and Philips’ RapidAir Plus Technology, the air fryer guarantees perfectly cooked meals, making the kitchen a place of fun and convenience.

    Philips first introduced air fryers to India in 2010, consistently leading with innovative cooking solutions. The Dual-Basket Air Fryer 3000 Series continues this tradition, offering a 9-litre capacity across two asymmetrical baskets, making it ideal for family meals. Its features include the TIME function, eight preset modes for popular dishes, and connectivity to the HomeID app for quick recipes, making it an ultimate tool for healthy, convenient cooking.

  • “Versuni is thrilled to enhance the joy of Valentine’s Day with our latest campaign alongside Terribly Tiny Tales”: Pooja Baid

    “Versuni is thrilled to enhance the joy of Valentine’s Day with our latest campaign alongside Terribly Tiny Tales”: Pooja Baid

    Mumbai: Versuni has a simple yet powerful purpose: turning houses into homes. As a global home appliances leader and with more than 900 patents on its name, the company develops innovations that are in tune with consumer demand and the connected world in which we live, across kitchen appliances, coffee, climate, garment, and floor care ranges. Products under the Philips brand include the Philips Airfryer, Espresso Machine with LatteGo, PerfectCare Steam Generator, Air Purifier and AquaTrio Cordless Vacuum. Their other brands are: Saeco, Gaggia, Preethi, Philips Walita, L’OR Barista and Senseo®. Versuni is headquartered in Amsterdam, the Netherlands, and has innovation, manufacturing, and commercial centers across the globe, with a footprint in over 100 countries. Its successful product ranges adhere to EcoDesign requirements and reflect the company’s commitment to sustainability best practices. Versuni is a former business division of Royal Philips and was formerly known as Philips Domestic Appliances.

    Versuni India Home Solutions Ltd. CMO Pooja Baid has over 14years of experience in building businesses from scratch and establishing brands through creative and unique marketing strategies. As head of marketing strategies, She is responsible for creating and accelerating the company’s marketing strategy and brands’ recognition across India. She is focused on driving the company’s purpose of turning houses into homes.

    Drawn to challenges, with the vision to push her limits and go beyond, Pooja has also built, run and divested an e-commerce portal in the food aggregation space, quite early on in her career. She enjoys working with and mentoring Start-ups to help them grow their business.

    Indiantelevision.com reached out to Baid, via email interaction, where she talked about their recent announcement of their new campaign on Valentine’s Day in collaboration with Tiny Terrible Tales.

    Edited excerpts

    On the inspiration Versuni India Home Solutions Ltd to collaborate with Terribly Tiny Tales for their Valentine’s Day campaign

    Our collaboration aims to highlight the genuine essence of love and celebration, countering the commercialization often associated with Valentine’s Day. Instead of lavish gifts, we want to spotlight sincere expressions of affection. Our inspiration stems from the belief that the most meaningful displays of love often revolve around simple acts, especially those involving food.

    Teaming up with Terribly Tiny Tales, we aim to encourage people to prioritize heartfelt gestures over material possessions. We aspire to foster the notion that genuine affection is best conveyed through personal efforts. Our campaign seeks to spark individuals’ culinary creativity, fostering lasting memories through the joy of cooking.  With a reach of over 3 million, TTT has a unique way of telling stories that resonate well with Versuni’s latest campaign – #MakeNotBuy.

    Embedded within our initiative is the overarching goal of positioning Versuni as a brand that champions love and enables consumers to make Valentine’s Day and the entire month of love extraordinary through thoughtful, homemade gestures. We aim to facilitate this through Versuni’s innovative range of domestic appliances, such as Philips Air fryers.

    On the brand planning to leverage the creative storytelling expertise of Terribly Tiny Tales in its campaign

    Our approach was to create a campaign that integrates both physical and digital elements, ensuring resonance across various platforms with our target audience. While physical installations in stores engage customers directly, we acknowledge the paramount importance of digital media consumption, especially among early to late millennials and early Gen Z individuals.

    Recognizing that traditional television advertisements may not effectively reach our desired demographic, we opted to collaborate with Terribly Tiny Tales (TTT), a platform catering to the same audience. Through this partnership, TTT played a pivotal role in crafting heartwarming story videos aligning with our campaign’s theme. These narratives are complemented by influencer collaborations and static content, enriching the campaign’s storytelling. Moreover, alongside our digital endeavors, we introduced experiential elements in select stores, such as the installation of a heart-shaped pizza at Vijay Sales outlets. This prompts customers to engage physically with our brand, capturing moments of love to share as part of our campaign.

    Ultimately, our goal is to convey the message that cooking embodies love made visible, inviting all who resonate with this sentiment to participate in our campaign by sharing their experiences and moments of connection.

    How does this campaign fit into Versuni’s overall marketing strategy

    At Versuni, for Kitchen Appliances, our overall marketing strategy revolves around 2 axis – strengthening relevance of our products in consumer lives and building Brand love as well as Top of Mind recall for Philips. The Valentine’s Day campaign is no exception.

    In a normal manner, few people will draw a connection between home appliances & V-Day. But we realized that we do have a very strong role to play. That got illustrated in the form of #MakeNotBuy.

    Also, as a brand, we always play Omni-Channel as we realize that our consumer expects us to engage with them though the funnel. Likewise, this was a phygital campiagn that had Digital & Shop floor legs to it.

    On leveraging the use of digital and emerging technology as a medium

    Leveraging digital and emerging technologies as a medium requires a strategic approach that aligns with audience preferences and behaviors. Firstly, understanding the target demographic enables tailored content creation and delivery. Integrating interactive elements like AR or VR enhances engagement and immersion.

    Utilizing data analytics helps refine strategies and optimize content for maximum impact. Platforms such as social media, podcasts, and streaming services offer vast opportunities for reaching audiences and fostering community engagement. AI-driven personalization ensures relevant and timely content delivery, enhancing the overall user experience.

    Remaining agile and adaptable to emerging trends and technologies is essential for staying ahead in a rapidly evolving digital landscape. Collaboration with tech innovators and prioritizing ethical considerations, such as data privacy and digital responsibility, are crucial for maintaining trust and integrity. By embracing innovation while focusing on audience needs, one can effectively leverage digital and emerging technology as a powerful medium for communication and connection.

    We at Versuni, are dedicated to leveraging cutting-edge features like adapting to digital transformation, data-driven strategies, and customer-centric approaches to stay in the competitive market. We have harnessed disruptive technologies like Artificial Intelligence (AI) and the Internet of Things (IoT) to create innovative smart appliances. Our products like Philips Airfryer with a connected app and the first all-in-one Air Purifier with AI are in tune with consumer demand. Digital platforms allow marketers to reach a broader audience compared to traditional methods.

    On the key trends in the domestic appliance market

    The domestic appliance market in India is witnessing some significant shifts and trends driven by urbanization, rising incomes, premiumisation, and a tech-savvy culture. There’s a noticeable shift towards premiumization. With increased exposure to global products and rising affluence, consumers are seeking better quality and premium offerings that deliver superior value. Secondly, there’s a growing adoption of smart appliances driven by the affordability of internet access and high internet penetration rates in India. This trend indicates a swift acceptance of technology among consumers, paving the way for the rapid integration of smart devices into households. Additionally, there’s a significant rise in health consciousness among consumers, particularly post-COVID. This is evidenced by the increasing demand for air purifiers as people prioritize clean indoor air quality. Healthy eating is also on the rise, with a focus on nutritious foods and cooking methods. The popularity of air fryers exemplifies this trend, as consumers embrace healthier cooking alternatives.

    Overall, these trends reflect changing consumer preferences and lifestyles, and they’re likely to shape the direction of the domestic appliance market in India in the coming years. We are grateful to play a pivotal role in this evolving consumer behaviour with our products and we believe will shape the way forward for the industry.

    On type of content customers expect from the Valentine’s Day campaign by Versuni India Home Solutions Ltd and Tiny Terrible Tales

    As a leading brand dedicated to transforming houses into homes, Versuni is thrilled to enhance the joy of Valentine’s Day with our latest campaign alongside Terribly Tiny Tales. We aim to add a heartwarming twist to the typical Valentine’s narrative, encouraging a shift from store-bought gestures to heartfelt homemade moments through #MakeNotBuy. We truly believe that genuine affection is best expressed through personal efforts, which is why our campaign emphasizes the beauty of culinary creativity. We’re inviting individuals to step away from the ordinary and explore the world of diverse dishes that can be effortlessly prepared with our innovative range of Philips Airfryers.

    With our digital film, we’re leveraging a digital-first strategy to reach our audience through various digital and social platforms, engaging them in a visually resonant experience. In collaboration with Terribly Tiny Tales, we’re encouraging people to share the delightful dishes they’ll be preparing for their loved ones this Valentine’s Day. This partnership not only amplifies the reach of our campaign but also fosters a community of individuals who celebrate love through the art of cooking.

  • Terribly Tiny Tales & Philips Airfryer celebrate love in #MakeNotBuy IG film

    Terribly Tiny Tales & Philips Airfryer celebrate love in #MakeNotBuy IG film

    Mumbai: It’s that time of the year, when cupid weaves love in mysterious ways. With Valentine’s day 2024 around the corner, Terribly Tiny Tales, India’s most revered storytelling platform, renowned for its heartwarming narratives centered around love and relationships, unveils an IG film titled #MakeNotBuy with the Philips Airfryer, featuring newlyweds Mukti Mohan and Kunal Thakur, urging viewers to express their affection by preparing a romantic homemade meal for their partners this Valentine’s Day. The campaign beautifully portrays the idea that homemade gestures of love are irreplaceable, whether it’s cooking a favorite meal from scratch, baking cookies with care, or crafting a handmade card.

    In our chaos-driven lives, we have almost forgotten to pause and reflect to embrace the simple pleasures of life. What alone happened to the charming old-school romance? The tiny acts of love, little surprises and intimate home dates over lavish outdoor spreads! High on nostalgia, the ad campaign is crafted to celebrate Valentine’s Day 2024 with a romantic culinary gesture with the  help of a Philips AirFryer, to  pleasantly surprise your better half and strengthen your bond. The essence of the love campaign is to add an extra layer of love, warmth and  personalization to Valentine’s Day 2024, igniting passion and affection in your relationship. It encourages viewers  to rekindle the romance this Valentine’s day by cooking a hearty homemade meal for your partner. The IG film features the recently married dance icon and actress Mukti Mohan and Indian Actor & Model Kunal Kapoor, for the first time as newlyweds, adding more authenticity and depth to the narrative.

    Cooking for your partner is perhaps the most underrated expression of love, that can revive bonds and add a fresh perspective to your relationship. The #MakeNotBuy campaign by TTT, for Valentine’s Day 2024, is crafted with love compelling audiences to ditch that elaborate outdoor dinner this Valentine’s and instead opt to cook for your special ones. Picture your loved ones’ faces lit up with that simple bowl of their favorite comfort food, laced with a homemade aromatic coffee.

    TTT CEO Anuj Gosalia, “ TTT has always celebrated the idea of romance and enduring relationships with every campaign. The #MakeNoBuy campaign for Valentine’s Day 2024, in collaboration with Philips AirFryer, celebrates the nuances of love and highlights the power of simplicity and warmth, in expressing love to your partners. With this campaign, we aim to inspire individuals to rediscover the joy of making for their loved ones, transcending beyond the conventional notions of romance. The campaign celebrates the charm of old school romance, and encourages viewers to go the old-fashioned way this Valentine’s. We believe that cooking for your partner, a seemingly ordinary act, holds immense power in conveying affection and strengthening bonds. We are certain that the campaign will be a success in stirring affection amongst partners and will encourage them to experiment with cooking. There couldn’t be a better collaboration than with Philips Air Fryer for the campaign to endorse this property, to weave a magical narrative that resonates deeply with our audiences.”

    Versuni India chief marketing officer Pooja Baid, shared her excitement, stating, ” At Versuni, we believe in the power of love and its seamless connection with the culinary world. The #MakeNotBuy campaign is not just about flavors; it’s a celebration of the heartfelt moments we create through the joy of cooking. The overwhelming response to our #TasteOfLove campaign last year was truly heartening. This year, we are bringing it back with even more passion and creativity. Our goal is to reach a wider audience, spreading the message that a thoughtful, homemade gesture can create lasting memories. With Versuni’s exceptional range of domestic appliances, we empower consumers to make this Valentine’s Day and the entire month of love extraordinary.”

    This Valentine’s Day is all about #MakeNotBuy. Here’s hoping we all wake up to baked muffins and coffee with our special one this Valentine’s.

     

  • Find out ‘What’s new on the menu’ with the Philips Airfryer’s latest campaign

    Find out ‘What’s new on the menu’ with the Philips Airfryer’s latest campaign

    Mumbai: Airfryer brand- Philips Airfryer has launched its new campaign ‘What’s new on the menu’ challenging the common misconception about the limited usage of the gadget when it comes to creating Indian recipes. The campaign emphasises on the appliance’s versatility in the Indian setting, showcasing a variety of traditional, everyday dishes that can be expertly and easily prepared using the Philips Airfryer.

    The campaign comprises three films which have been pivoted around some of the most basic ingredients like ‘besan’ (chickpea flour), chicken and readily available vegetables such as ‘gobi’ (cauliflower) that can be found in today’s kitchen and Philips Airfryer’s ability to turn them into appetising recipes. While the first film depicts two girls at the supermarket being amazed at the amount of recipes that can be churned out using ‘Gobi’ (cauliflower), the second commercial captures flatmates discussing the variety of dishes that can be made with leftover ‘besan’ (chickpea flour) and the last one showcasing a couple awakened by a hen’s clucking sound when the half-asleep husband begins with a monologue on chicken based munchies. All the flavours culminate into the Philips Airfryer, transforming everyday cooking into a wholesome experience.

    The films conceptualised by Lowe Lintas, also captures the Philips Airfryer’s unique rapid air technology which provides 360-degree cooking results, allowing users to explore a variety of dishes while cooking with up to 90 per cent less fat.

    Commenting on the new campaign, Versuni India Home Solutions Ltd (formerly known as Philips Domestic Appliances) chief marketing officer Pooja Baid said, “The essence of our campaign lies in inspiring more and more Indian households to use the Philips Airfryer in everyday cooking. The idea was to showcase its versatility even with the most ordinary ingredients that can be found in our kitchen’s today along with encouraging our consumers to explore a wide array of homegrown delicacies from crispy snacks to hearty meals, prepared in a healthier and a more convenient way. Our endeavour continues to be to establish Philips Airfryer as the new way of cooking for Indians.”

    Lowe Lintas regional creative officer Vasudha Misra added, “These commercials could have easily been for a food delivery service, or for a flavour-enhancing masala. Which is actually the point! An Aifryer commercial that breaks the codes of a typical Airfryer commercial. Whether it be showing college-going girls, or mouth-watering non-vegetarian dishes being prepared. Which we hope will help Philips Airfryer reach out to new and old audiences by making them look at the product in a new light. Of course, that the commercials also make you giggle, or chuckle, or (dare we hope) laugh, doesn’t hurt either.”

    The campaign will go live across digital, TV, and OTT platforms.

  • Philips Avent and WOOP collaborate to create community of new moms

    Philips Avent and WOOP collaborate to create community of new moms

    MUMBAI: Women of Opinion (WOOP), an engagement and advocacy platform, has collaborated with parenting and baby products brand Philips Avent with an aim to create the country’s largest community of pregnant and lactating moms. Through its gamified platform, WOOP will help Philips Avent engage deeper with expecting and new mothers to help them understand the concept of assisted breastfeeding.

    With its proprietary technology powering the platform, WOOP’s advocacy campaign will enable Philips Avent to reach out to millions of new mothers and pregnant women to educate them on the importance of breastfeeding and create awareness about the availability of products like breast pumps that can assist them in their endeavor to provide best nutrition to their baby.

    Speaking about the partnership with Philips Avent, WOOP co-founder and CEO Rashi Mittal Nair said, “It’s great to work with clients like Philips Avent that understand that true consumer advocacy is not a short-term campaign but an ‘always on’ brand strategy. The WOOP platform has been designed to identify, engage, and leverage advocates on an ongoing basis in a scalable and measurable manner.”

    She added, “Having used breast-pumps myself when my daughter was born, I can honestly say that if it wasn’t for this product, I wouldn’t have been able to provide her with mothers milk for the 18 months that I did. I’m really happy that with this program on WOOP, we get to spread this awareness and joy to more mothers in India and get them to experience how life-changing it can be.”

    Commenting on the program, Philips India business head, health & wellness, Pooja Baid said, “Philips is committed to the cause of breastfeeding in India. WOOP has given us a platform where peer support for nursing mothers and to-be moms will further drive awareness around the adoption of breastfeeding practices and the various solutions available to help prolong breastfeeding to the extent possible. This collaboration will also help us gain the scale we think this campaign deserves, and more importantly, we will be able to do it in a measurable manner.”

    As revealed in a press statetment, in a test run, the campaign witnessed mothers spending an average time of over 11 minutes with the brand. In addition, Philips Avent has also been able to drive actionable insights from the on-tap community they have built by asking for feedback in the campaign.

    Moms on WOOP can choose to advocate breast-pumps via either sharing their stories on social media, having conversations on trusted parenting forums, creating content for the brand, or even convincing other new moms to use breast-pumps. In the test run, over 50% of the moms helped spread the word and encouraged other moms to learn and try assisted breastfeeding; over 20% of moms created images, videos and stories around their experience of learning assisted breastfeeding. 

    Philips Avent plans to keep identifying, engaging, and leveraging these advocates, keeping the program ‘always on’. Campaign looks to reach out to millions of moms in the coming years. It has got off to a great start with over 30,000 moms already advocating the brand in just a few months of its first run.