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Tag: Rakesh Kaul

  • No strings attached as Livpure clears the air on purifier upkeep

    No strings attached as Livpure clears the air on purifier upkeep

    MUMBAI: Who knew ‘hassle-free hydration’ could be more than just a tagline? Livpure is making a splash minus the usual drip of maintenance woes. The brand has reimagined water purification with the launch of India’s largest range of maintenance-free purifiers, backed by a bold campaign reintroducing its iconic tagline: “Hathi Mat Palo”.

    Debuting during the IPL and across national and regional channels, the campaign tackles one of the biggest elephants in the room the Rs 5,000 annual cost of maintaining a water purifier. Livpure’s new range, including models like Allura, Sereno, Eterna and their premium variants, comes with up to 30 months of embedded maintenance service, sparing customers the pain of AMCs and surprise service bills.

    In a first-of-its-kind move for the Indian market, the brand has eliminated the need for add-on servicing entirely, allowing customers to experience purification without the pressure. It’s not just clean water anymore, it’s clean ownership.

    Speaking about this milestone Livpure managing director Rakesh Kaul said, “At Livpure, we are driven by a relentless commitment to enhancing the customer experience. The introduction of the embedded maintenance service marks a transformative milestone, offering our users effortless convenience and complete peace of mind. This initiative is more than just a feature, it’s a promise of trust, reliability, and long-term value. By eliminating the common hassles of water purifier maintenance, we aim to set a new benchmark in water purification and reinforce our dedication to making ownership truly seamless for our customers. This is a step towards reshaping water purifier industry standards and elevating the way water purification is experienced in India.”

    By embedding service directly into the product, Livpure is redefining what it means to be a category innovator. The company is eyeing a 60 per cent market share in this segment, fuelled by a mission to make water purification not just efficient, but effortless.

    In an era where convenience drives consumer decisions, Livpure’s refreshingly no-fuss offering may just be the sip of smart thinking the industry needed.

  • Livpure launches new TVC showcasing Allura Premia water purifier

    Livpure launches new TVC showcasing Allura Premia water purifier

    Mumbai: Livpure, a leading consumer electronics brand in India, launched a captivating television commercial (TVC) to introduce its new Livpure Allura Premia water purifier that comes with an embedded service of 30 months. The freshly introduced ad campaign, which will air on Star Sports during the T20 World Cup and other news channels (Hindi & regional), makes use of a light-hearted approach to highlight the complexities of maintaining a regular water purifier, by using elephant as a metaphor!

    The TVC opens with a man in different parts of the city proudly strolling with an elephant. Onlookers are making fun of him with reactions that perfectly capture the absurdity of the situation. He enters the home and his wife expresses her disappointment. The major reveal happens when we see he was all along carrying a normal water purifier.

    Just like the unexpected challenges of caring for an elephant, maintaining a normal water purifier can be a real burden. That’s where the Livpure Allura Premia steps in, offering a solution which is first time in the water industry.

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by Livpure (@livpurewater)

    Livpure’s brand ambassador Sachin Tendulkar arrives on the scene with a solution: the Livpure Allura Premia.  Sachin emphasizes the product’s key proposition – 30 months of free maintenance warranty. The commercial concludes with the couple happily embracing their new Livpure Allura Premia, leaving the elephantine burden behind.

    This March, Livpure launched a big game changer in the water purifier market through a never-done-before proposition of embedded service.  Allura Premia – the latest new launch in the water purifier category beyond its product benefits gives the consumer a 30-month free service warranty. This has already started to create a big impact in the market solving a big pain point of the Indian consumer around cost of maintaining a water purifier.

    Livpure emphasizes Allura Premia’s advanced 10-stage filtration process, ensuring the complete removal of viruses and bacteria. Additionally, the copper and alkaline features highlight the product’s commitment to not only clean but also healthy and refreshing drinking water. The TVC concludes with a clear message: “Choose Livpure Allura Premia for a convenient and superior water purification experience, leaving the maintenance hassles behind.”

    Commenting on the launch, Livpure MD Rakesh Kaul said, “At Livpure, we firmly believe that one’s access to clean water is everyone’s right. We strive for making water more inclusive and affordable to people at large. This is the reason why we developed the Livpure Allura Premia that comes with 30 months of free maintenance. It allows families to focus on what truly matters – enjoying the peace of mind that comes with pure, healthy drinking water for everyone in the household”.

    With a vision of providing products that are crafted for everyone’s well-being, Livpure offers a comprehensive range of water purifiers, air coolers, kitchen appliances, mattresses, and other sleep solutions.

  • Clix Capital salutes Indian MSMEs determination with Jazba campaign

    Clix Capital salutes Indian MSMEs determination with Jazba campaign

    Mumbai: Clix Capital, one of India’s fastest-growing new-age NBFCs, has announced the launch of a new campaign ‘Har Jazbe Ke Liye’, which celebrates entrepreneurial journeys and determination of MSMEs from across the country’s length and breadth, that has been made possible by its quick and accessible business loans, school financing, loan against property and healthcare equipment finance. Recognising that passionate business owners, entrepreneurs, and professionals often need access to timely and adequate finances to support their ventures and aspirations of supporting society, Clix Capital’s new campaign demonstrates how it stands firmly with individuals carrying the indomitable spirit, with the principal thought ‘Har Jazbe Ke Liye’.

    To announce the campaign, the company has launched three digital films on its owned channels i.e. LinkedIn, Twitter, and Instagram. The digital films are conceptualized and produced by House of Omnific in association with Clix Capital. Through this campaign, the company salutes the fighting spirit of entrepreneurs and small business owners who strive for excellence despite being financially underserved.

    The series of three ad films showcase the unwavering commitment of a doctor, who can procure a hi-tech CT scan machine at his clinic in a small town, a principal of a school who can promote girl child education and help students with digital skilling by adding a computer lab facility, and a woman entrepreneur who can scale her feminine hygiene products business to meet rapidly growing rural demand.

    India as a country is growing rapidly and is on its way, to being the third-largest economy in the world by 2027. Sectors like healthcare equipment, MSMEs, and education are the major contributors to the Indian economy and have played an integral role in employment generation. The sectors also support India’s dream of becoming a $5 trillion economy.

    With this campaign, Clix Capital aims to reaffirm its commitment to empowering Indian MSMEs with its array of financial solutions leading them on their path to success. It is this indomitable spirit that forms the cornerstone of Clix Capital’s ethos. This campaign is aligned with the purpose of the company i.e. being a responsible lender that is taking strides towards developing the India of the future.

    Commenting on the launch of the Jazba campaign, Clix Capital CEO Rakesh Kaul said, “We at Clix Capital are committed to the holistic development of the nation and creating a positive impact on the lives of thousands of entrepreneurs that are seeking loans to grow their businesses. With the launch of the Jazba Campaign, we aim to salute the courage of our customers who are ready to take the next step in their entrepreneurial journey. As a lender focused on meeting the financial needs of underserved MSMEs and entrepreneurs, we are constantly inspired by the resilience and passion of the people we serve. We truly believe in the India growth story and are proud to be a part of the journey of the ever-growing community of pool of homegrown businesses and enterprising ventures that building the future of the country.”

    Recently, Clix Capital entered into a co-lending partnership with Karnataka Bank to extend loans to MSMEs across India. The company had reported strong results in the H1’FY23 with over Rs 5000 crore AUM and a 200 per cent surge in PAT. The company also created a new milestone of disbursing over Rs 20,000 crore of loans in total, having supported thousands of deserving MSMEs and SMEs for their growth ambitions and in creating jobs for our economy. The company is expanding its Phygital coverage rapidly, with a presence in 28 cities and covering over 50 locations across India. With a workforce of over 650 employees, Clix Capital aims to make significant strides towards its 10,000 Crs AUM journey.

  • Clix Capital brings on board Rakesh Kaul as CEO

    Clix Capital brings on board Rakesh Kaul as CEO

    Mumbai: Clix Capital on Thursday announced the appointment of Rakesh Kaul as its new chief executive officer with effect from 16 August.

    As the CEO, he will be responsible for all business verticals, reporting directly to the board, the company said in a statement.

    A 24-year veteran of the financial services sector, Kaul specialises in retail banking, wealth management, insurance, and mortgages. He joins Clix Capital from RHB Malaysia, where he led the consumer banking business for the group covering Malaysia and ASEAN markets. Earlier, he was associated with Citigroup, holding several leadership roles.

    “Be it Product Development, Sales & Distribution, Corporate Strategy, Business Management, and Risk Management, Rakesh’scross-functional exposure has been deep and diverse,” said Clix Capital chairman Pramod Bhasin. “He has tremendous experience in leading teams, managing businesses through change cycles, building scale, and driving transformation.”

    “I’m thrilled to have Rakesh in this role and look forward to collaborating and advancing our founding vision of bridging the credit gap among underserved and unserved cohorts, including MSMEs and new-to-credit consumers,” said Clix Capital founder, Anil Chawla. “He holds a deep understanding of Retail and Corporate Banking along with stellar industry networking, all of which will be invaluable for the growth of our Company.”

    “Given his strong grasp of new-age technologies that are disrupting financial services coupled with robust domain knowledge, Rakesh will play an important role at Clix in building new platforms for growth,” added Apollo Management senior partner & head of India Private Equity, Utsav Baijal.

    “I’m honoured to accept this crucial role with Clix Capital as they continue disrupting and reshaping the NBFC sector,” Rakesh Kaul said. “We will focus on deploying cutting-edge technologies and insightful innovations in driving lending models responsive to end-customer needs. While significantly boosting financial inclusion, Clix Capital remains poised for rapid market expansion.” 

  • Hindware Atlantic Water Heaters launches first campaign

    Hindware Atlantic Water Heaters launches first campaign

    MUMBAI: Hindware Atlantic, one of the fastest growing water heater brands in the country, has launched its first ever TVC campaign for the Ondeo Series ‘Fresh Hot Water Saalon Saal’.

    The TVC highlights the industry-first and patented O'Pro Protection Technology and Titanium Core Shield of the Ondeo range which prevents internal corrosion, thereby enhancing the life of water heaters.

    Conceptualised and created by DDB Mudra, the film features Bollywood actor Mukesh Tiwari of Golmaal and Ganga Jal fame and captures how corrosion and dirty deposits impact the longevity of a water-heater in a light-hearted neo-mythological format.

    Hindware is taking a multi-prolonged marketing approach for the commercial through various platforms such as electronic and digital.

    For a wider reach, the TVC will be aired on key regional channels in languages like Bengali, Kannada, Tamil, and Telugu including prominent movies and news channels.

    The film focuses on the inner corrosion of water heaters and attempts to provoke a thought in a light-hearted neo-mythological manner with loveable characters. The commercial opens with a young man about to enter the shower encountering a “Zangraaj” – ‘God Of Dead Appliances’ who reveals how ordinary water heater gets corroded and dirty deposits are formed inside the tank over the years. Then he gets a solution in the form of Hindware Atlantic Ondeo range of water heaters.

    Evok Retail, HSIL Ltd president for consumer products division and CEO Rakesh Kaul says, “Over the past few years, the business has grown substantially and today is a key contributor to the consumer business. Through the TVC, we want to highlight our patented O’Pro Protection Technology which is a differentiated offering designed to ensure additional protection to the tank and heating element against corrosion.”

    Commenting on the commercial, DDB Mudra North executive creative director Subhashish Datta adds, “Most of us have never wondered about how the insides of a water heater look after years of use, or about the freshness of the water dispersed from the appliance. Our team actually did that. For our initial research, we split opened some old water heaters to gauge the situation inside and what we saw was unsettling. The view shocked us, and that is what we have tried to capture in our story line, but in a light-hearted way.”

  • Drink clean water, urges Moonbow

    MUMBAI: Moonbow, the umbrella brand from sanitaryware company HSIL Limited launched their TVC campaign ‘Ab India Peeyega Achcha’ for their water purifiers.

    The TVC narrates the story about the innocence of childhood as children from different socio-economic background play together and share water since ‘Accha Paani Share Karna Acchi Aadat Hai’. The new TVC visibly captures Moonbow’s initiative to highlight that everybody irrespective of their race, caste or creed is entitled to pure drinking water.

    Speaking on the new brand campaign, HSIL Limited president – consumer products division Rakesh Kaul said, “One of the biggest challenges in India today is access to clean drinking water. With this TVC, we perfectly capture the brands commitment towards providing consumers across India with clean drinking water. The TVC will play on primetime TV slots across general entertainment channels, select English and Hindi news and movie channels from 14 February.”

    Translating the product thought of ‘Ab India Peeyega Accha’ on to a story line came from the life insight, that children see no barriers. Marrying the same to the aspiration of the brand to make good drinking water accessible to all. The TVC celebrates and demonstrates the same through its story line. Invoking the emotions of oneness that is fuelled even more in the social fabric of the country today. It is a simple story that begins in the kitchen of a home where a kid takes off to play with a bottle of water from the Moonbow water purifier to the playing field. The kid sees a bunch of boys as spectators, and invites one of them to play, after a demonstration of his skill. Soon the other boys other boys are also invited to play. The TV commercial ends on a high note of sharing water because when you have something good you share it with others, instilling the spirit of oneness.

    According to the director Aman Sachdeva, whose recent work includes TVC’s for Oppo phones with Hrithik Roshan, Akash Digital, Nestle and Ministry of Power, said, “Films are as good as the teams involved in it. We made an honest film with a sublime message of how kids don’t have any prejudices when it comes to social class/ background differentiation. Authentic casting, convincing performances and emotional quotient of the film is just about in right balance as intended.”

    Quoting on the TVC, Team Contract said, “In a fairly cluttered market, where every brand spoke of technology and gave rationale to why their water purifier works seemed very similar to each other. The idea really qualitatively talks about the collective spirit with ‘Ab India Peeyega Achha’. While the broader theme was about Sharing is good, and with Moonbow Water Purifier, you share good water no matter who you are sharing it with.”