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Tag: Sanjay Sharma

  • Orkla India bulks up boardroom with quartet of new directors

    Orkla India bulks up boardroom with quartet of new directors

    MUMBAI:  Orkla India has given its board a significant makeover, welcoming four new non-executive independent directors and expanding its ranks to eight. The move aims to bolster the company’s strategic direction and strengthen its corporate governance.

    The new additions – Rashmi Joshi, Amit Jain, Shantanu Khosla, and Meena Ganesh – join the existing board members: chairman Atle Vidar Nagel Johansen, Maria Syse-Nybraaten, Per Havard Skiaker Maelen, and Sanjay Sharma. This expansion ensures a broad spectrum of expertise across multiple domains, a vital ingredient for Orkla India’s ambitious growth plans.

    “We’re assembling a dream team,” said an inside source, “a blend of seasoned pros and fresh perspectives to drive us forward.”

    The restructuring is a clear indication of Orkla India’s commitment to robust corporate governance, aligning with its strategic objectives. “This isn’t just about filling seats,” a company spokesperson explained, “it’s about building a powerhouse board, ready to tackle any challenge.”

  • Mother Dairy collaborates with Wavemaker and Radio City to launch #RishtonKiImmunity

    Mother Dairy collaborates with Wavemaker and Radio City to launch #RishtonKiImmunity

    NEW DELHI: The recently launched butterscotch flavoured Haldi Milk by Mother Dairy has already received huge positive response. To spread the awareness further, Wavemaker in collaboration with Radio City have launched the latest campaign #RishtonKiImmunity.     

    The campaign aims at celebrating the beautiful strong bond with mother and her child. Just as a mother shields the child against all odds, Mother Dairy Haldi Milk aims at building immunity with powerful turmeric extract combined with milk for strength in a delightful Butterscotch flavor.

    As a part of Radio City’s digital and on-air campaign, all RJ’s came together and shared their childhood golden moments, where they hesitated to drink Haldi milk and the various  tricks their moms used to pull out on them to convince. RJ Divya, through her popular show, urged moms of Delhi to send in their #RishtonKiImmunity stories and the tricks they used on their kids to feed things they dislike. 

    Mother Dairy  business head value added products Sanjay Sharma said, “As a customer centric organisation it has been our constant effort to bring out products that are aligned to the needs of consumers and our latest offering of Haldi Milk reaffirms our commitment. While the product has been an instant hit our campaign #RishtonKiImmunity too has struck the right chord with our target group. The relationship of mother and a child has beautifully encapsulated the caregiving nature of a mother while keeping up the taste preferences of her child. The campaign also helped us on building up the momentum by engaging consumers from all spheres."

    Wavemaker India managing partner Mansi Datta said, “Mother Dairy stands for its values of trust, care, love and warmth and they are also cognisant of the demands of today’s scenario – saluting their truly innovative product offering, bottled Haldi Milk that aims to improve immunity in such times. We, at Wavemaker, understand their values and conceptualised an interesting initiative around #RishtonKiImmunity, that captures the beautiful bond of mother and child while convincing the importance of super foods. I am sure this campaign will resonate with consumers very strongly.”

    Mother Dairy, Wavemaker along with Radio City also took this initiative a notch higher by taking up the role of a mother for the orphans and abandoned kids ensuring safety by distributing masks and sanitizers at various orphanages in Delhi NCR and at the same time distributed Haldi milk bottles to raise the kid’s immunity during these tough times.

    Radio City chief creative officer Kartik Kalla said, “We are glad to associate with Mother Dairy for the #RishtonkiImmunity campaign. Radio City has always taken a step forward for the benefit of the city and its citizens. With the current situation due to the pandemic, Immunity boosting is one of the most important factor to protect oneself from covid. We are certain that through this campaign we will able to spread in the vibe of positivity, hope and happiness amongst Delhiites”.

    The noble initiative story can be seen here:

    https://www.facebook.com/1876326852686027/posts/2639736753011696/

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  • Mother Dairy introduces ice cream – chocolate with new brand ROCKET

    Mother Dairy introduces ice cream – chocolate with new brand ROCKET

    NEW DELHI: Making an entry into the new category of Ice Cream – Chocolates, Mother Dairy a leading dairy player in India introduced a brand ROCKET, with two exciting flavors of French Vanilla and Belgian Chocolate.

    Mother Dairy with this launch has also created a brand mascot named Neila that is synonymous to the company house color Blue! “Simply out of the world” is how we can define this product just as the Mascot is out of the world.

    Mother Dairy business head dairy products Sanjay Sharma said, “Consumers prefer something new and unique, especially when we talk about a segment like Ice-cream. Classic flavors, new varieties, and something fulfilling for the taste-buds is how the segment is perceived to be. For these simple joys of our consumers, we thought of launching an exciting category of Ice Cream – Chocolates which are Extra Tasty, Extra Chocolaty, and Extra-Terrestrial, offering a rich mouthfeel and a delectable taste this season. The product will be available at an affordable price of Rs 20”

    The product is specially curated for the young and eventful audience- the teens and pre-teens. 

    Speaking on the idea of a brand Mascot, he further added, “Given the name, the unique flavor/format and the profile of the TG we felt the need to employ a creative device that will engage and excite the imagination of our young target audience. Thus came the idea of creating a brand mascot for our new ice cream brand ROCKET, who will fit well in the creative universe designed for this brand. This led to the creation of an awkwardly cute and adorable galactic alien-Neila."

  • Mother Dairy ups marketing spends by 50% for new “Rishton Ka Swad Badhaye” campaign

    Mother Dairy ups marketing spends by 50% for new “Rishton Ka Swad Badhaye” campaign

    DELHI: The ongoing economic slowdown is bugging a lot of brands and marketers out there but Mother Dairy is utilising the slight slump in the financial market to expand its footprints within the country. The brand has recently announced its new brand positioning with a fresh “Rishton Ka Swad Badhaye'' campaign and is also working hard to expand its distributorship. Speaking to Indiantelevision.com about coming out with a new brand positioning during such tumultuous times, Mother Dairy Fruit & Vegetable Pvt. Ltd business head – value added dairy products Sanjay Sharma said that big brands like theirs remain largely unscathed during times
    of economic stress.

    “What happens is that during such times of ambiguity, bigger brands like us normally try and do better because smaller brands do not have money to expand or advertise. Dairy is a category dominated by small regional brands. Most of the states have strong regional dairy brands except 2-3 national brands like Amul or Mother Dairy. In situations like this, these smaller brands usually suffer. That’s why we thought that this is the right time to hit the market and also
    expand the distribution to leverage more and expand,” he elaborated.

    The brand is taking this opportunity to penetrate deeper into the market and has increased its marketing budget by more than 50 per cent for the particular campaign. The campaign is expected to create awareness among the consumers and strengthen the image of the brand as
    a “caregiver”.

    Sharma elucidates that the brand is planning an extensive digital campaign to promote the new positioning. There has been a change in the packaging too, with 80-85 per cent already revamped. It will take another three to four months to change the look and feel of the complete product portfolio. New additions in the ice-cream category are also expected.

    Expanding further on the marketing strategy, Sharma stated, “The channels we are targetting are dominantly digital and in the next financial year, we are coming out with a TV commercial as well. The TVC will be running on family and kids channel because we are trying to reach out to young mothers. For ice cream and other such products, we will use digital. A lot of BTL campaigns will also happen for the segment including product samplings and reaching directly to the consumers. We are planning very exciting campaigns around our cheese products.”

    Sharma is also very excited to explore opportunities on music-streaming apps like Spotify and Gaana. “We are really gung ho (about voice-streaming services). The TG there is very right for products like cheese and ice creams.The millennials are no longer listening to radio and have
    moved to these apps.”

    He continued, “Our objective is very clear. We want to reach the millennials and what are the different touchpoints we can use for that; it can be digital, TV, radio, print, outdoor, and such apps. The consumer attention is very small now and it is very difficult to find out what is working and when you have such a big campaign, you have to focus entirely, 360-degrees.”

    Sharma is also planning to explore the realm of product integration in digital content to expand the reach of the new positioning and reach the millennial consumer. There are no active campaigns in the pipeline but he has definitely got that on top of his mind as well, he share

     

  • MTR Foods unveils new brand identity

    MTR Foods unveils new brand identity

    BENGALURU: MTR Foods Pvt. Ltd. announced the launch of its new brand identity with a new contemporary logo and packaging which will come into effect immediately, with the new packs hitting the market in May. MTR Foods is a subsidiary of the Norwegian conglomerate Orkla.

    As a part of its growth strategy the company also announced the opening up of its new eCommerce site that will give consumers a clear access to the entire range of MTR’s 140 plus products.

    MTR says that the rebranding reflects the company’s commitment to its dynamic key consumers, while personifying its transition to an innovative and relevant brand.

    Emphasizing on the need for rebranding, MTR Foods CEO Sanjay Sharma said “Today’s consumers have evolved quite a bit – both in terms of their food preferences as well their consumption patterns. They prefer Indian food but perceive it to be cumbersome and time-consuming. Our brand is the flag bearer of innovative, easy-to-make, nutritious and authentic tasting products that take away the time dimension from cooking and make Indian food more accessible to consumers.”

    “However, as a brand we needed to change to reflect who our key consumers are today. While the new brand identity better represents where the company is today, our detailed growth strategy will make MTR ready for the future. This is the new beginning for MTR Foods and we are confident that the changes we have undertaken and our new brand identity will make us a part of our consumers’ everyday lives,” Sharma explained.

    Orkla Foods executive vice president and CEO Atle Vidar added, “Over the last three years, Orkla Foods has transformed into a leading Nordic branded consumer company that will play a more active role in partnering the growth of MTR Foods. We are very proud to be the owners of a brand like MTR and will continue to contribute to the growth of the brand with a seamless transition of best practises and consumer insights. The launch of the new brand identity reaffirms our symbiotic partnership and the path we are going to charter together.”

    The brand also revealed a six-pronged growth strategy that it will execute for the next four years. This includes: A revamped communications strategy with increased emphasis on digital; Mega innovations that are category disruptive; increasing distribution by three times over the next four years; Investment of Rs 200 crore for scaling up manufacturing infrastructure; Exploring alternate channels of distribution; spending Rs 2 crore on sustainability and community building.

  • MTR Foods unveils new brand identity

    MTR Foods unveils new brand identity

    BENGALURU: MTR Foods Pvt. Ltd. announced the launch of its new brand identity with a new contemporary logo and packaging which will come into effect immediately, with the new packs hitting the market in May. MTR Foods is a subsidiary of the Norwegian conglomerate Orkla.

    As a part of its growth strategy the company also announced the opening up of its new eCommerce site that will give consumers a clear access to the entire range of MTR’s 140 plus products.

    MTR says that the rebranding reflects the company’s commitment to its dynamic key consumers, while personifying its transition to an innovative and relevant brand.

    Emphasizing on the need for rebranding, MTR Foods CEO Sanjay Sharma said “Today’s consumers have evolved quite a bit – both in terms of their food preferences as well their consumption patterns. They prefer Indian food but perceive it to be cumbersome and time-consuming. Our brand is the flag bearer of innovative, easy-to-make, nutritious and authentic tasting products that take away the time dimension from cooking and make Indian food more accessible to consumers.”

    “However, as a brand we needed to change to reflect who our key consumers are today. While the new brand identity better represents where the company is today, our detailed growth strategy will make MTR ready for the future. This is the new beginning for MTR Foods and we are confident that the changes we have undertaken and our new brand identity will make us a part of our consumers’ everyday lives,” Sharma explained.

    Orkla Foods executive vice president and CEO Atle Vidar added, “Over the last three years, Orkla Foods has transformed into a leading Nordic branded consumer company that will play a more active role in partnering the growth of MTR Foods. We are very proud to be the owners of a brand like MTR and will continue to contribute to the growth of the brand with a seamless transition of best practises and consumer insights. The launch of the new brand identity reaffirms our symbiotic partnership and the path we are going to charter together.”

    The brand also revealed a six-pronged growth strategy that it will execute for the next four years. This includes: A revamped communications strategy with increased emphasis on digital; Mega innovations that are category disruptive; increasing distribution by three times over the next four years; Investment of Rs 200 crore for scaling up manufacturing infrastructure; Exploring alternate channels of distribution; spending Rs 2 crore on sustainability and community building.

  • Draftfcb+Ulka celebrates boyhood with Hero

    Draftfcb+Ulka celebrates boyhood with Hero

    MUMBAI: Hero once again plans to capture the imagination of the youth with its latest commercial, conceptualised by Draftfcb+Ulka, that is a true celebration of ‘boyhood’ with the Hero Maestro – a scooter that’s made for boys.

     

    The idea is to bring out the behaviour of today’s boys and give an enjoyable, light twist and who better to play the role of the quintessential boy than Ranbir Kapoor. Continuing his long standing relationship with Hero, Ranbir brings his inimitable style and incredible talent to this story and makes it more memorable than ever.

     

    Draftfcb+Ulka Delhi group creative director Sanjay Sharma said, “We wanted to bring out the ‘boyish’ attitude which Maestro stands for in a way that is relevant to the contemporary society. It’s a new dimension – a light hearted take on the way future is dear to the girls and present to the boys.”

     

    The commercial has seen an overwhelming initial response. Draftfcb+Ulka Delhi COO Sanjay Tandon said, “Maestro is a brand built around boyish idiosyncrasies. To further reinforce the positioning success of the brand, Ranbir exudes his boyish charm through a typical “men are from mars. women are from venus” storyline.”

     

    Adding to this, Draftfcb+Ulka, Delhi VP Sharad Mathur said, “The aim was to play up the ‘boyish’ attitude through the product as well as in a setting which most of the youngsters can easily relate to. Ranbir effortlessly exudes a playful boyish charm which along with the music and setting brings out Maestro’s attitude and its celebration of boyhood.”

    Shot in Fort Kochi, Kerala, along the quiet roads and vibrant backgrounds, the commercial truly stands out for its visual style and witty dialogue.

  • Draftfcb+Ulka celebrates ‘boyhood’ with Hero

    Draftfcb+Ulka celebrates ‘boyhood’ with Hero

    MUMBAI: Hero once again plans to capture the imagination of the youth with its latest commercial, conceptualised by Draftfcb+Ulka, that is a true celebration of ‘boyhood’ with the Hero Maestro – a scooter that’s made for boys.

    The idea is to bring out the behaviour of today’s boys and give an enjoyable, light twist and who better to play the role of the quintessential boy than Ranbir Kapoor. Continuing his long standing relationship with Hero, Ranbir brings his inimitable style and incredible talent to this story and makes it more memorable than ever.

    Draftfcb+Ulka Delhi group creative director Sanjay Sharma said, “We wanted to bring out the ‘boyish’ attitude which Maestro stands for in a way that is relevant to the contemporary society. It’s a new dimension – a light hearted take on the way future is dear to the girls and present to the boys.”

    The commercial has seen an overwhelming initial response. Draftfcb+Ulka Delhi COO Sanjay Tandon said, “Maestro is a brand built around boyish idiosyncrasies. To further reinforce the positioning success of the brand, Ranbir exudes his boyish charm through a typical “men are from mars. women are from venus” storyline.”

    Adding to this, Draftfcb+Ulka, Delhi VP Sharad Mathur said, “The aim was to play up the ‘boyish’ attitude through the product as well as in a setting which most of the youngsters can easily relate to. Ranbir effortlessly exudes a playful boyish charm which along with the music and setting brings out Maestro’s attitude and its celebration of boyhood.”

  • Draftfcb Ulka creates a new campaign for 99acres ‘Sochna Bhi Mat’

    MUMBAI: Real estate portal 99acres.com entered mainstream marketing with its maiden campaign conceptualised by Draftfcb Ulka. The TVC for the campaign is produced by Boot Polissh Films.

    The focus of the campaign is on establishing 99acres.com as the one place to log on to for the best properties and deals. With a plethora of new entrants in the space the task of the next phase of communication was to showcase the various possibilities that the site offers in terms of buying, selling and renting properties.

    The TVC uses the set-up of a young man meeting his prospective father-in-law. With a healthy dose of humour weaved in, the film plays up the true to life insight that a father‘s foremost concern is whether the man proposing to his daughter owns a house or not. The commercial goes on to show the protagonist winning over his difficult to please father-in-law with the help of solutions provided by 99acres.com.

    All three offerings from 99acres.com have been woven into the script to highlight the gamut of services. The communication puts across the message that 99acres is the place to go to when looking for properties to rent, buy or sell. ‘Sochna bhi mat‘ is used as a punch line with variation in its connotation as the situations in the commercial change. The brand continues with the theme of ‘Sochna bhi mat‘ across other mediums as well, playing it up differently depending on the possibilities attached with each medium.

    Draftfcb Ulka-Delhi creative director Sanjay Sharma said, “It‘s a topical thing. Everyone is talking about rent, buy and sell. We just took it as a tactical exercise for the brand and have done it in a more engaging and entertaining manner.”

    Chief Operating Officer Draftfcb Ulka Delhi, Sanjay Tandon feels that “One of the important aspects of online brands is the need to project differentiation through brand personality. A charming insight coupled with a delightful storyline helps progress the brand 99acres.com in this short film.”

  • Yang bags Tradus.com creative biz

    MUMBAI: E-commerce portal Tradus.com has handed its creative duties to Yang Communications following a multi agency pitch.

    The media spend on Tradus is estimated to be in the range of Rs 100 million.

    Yang managing partner Sanjay Sharma said, “In the current environment of slowdown, e-commerce has been an exception. The barriers of shopping on the net are coming down and Indian consumers have started enjoying this experience and the price benefit that comes along. Tradus.com has been an early mover in this space and now the challenge is to create an engaging brand out of an existing business.”

    Yang managing partner Anil Verma said, “Online shopping is already becoming crowded and TV seems to be the playground. The creative opportunity is huge as most portals have not yet become well formed in the consumer’s mind. You will soon see a very engaging campaign on Tradus.”

    Tradus managing director Krishna Motukuri said, “We are really excited about partnering with Yang to tell our story. Our virtual doors have been open for over two years and we have over 1000 reputed sellers on Tradus.com selling everything from clothes and mobile phones to toys and even plants. With this mass-media campaign, we are looking forward to making a big splash and raising awareness about the wholesale prices customers can find on Tradus.com.”

    Tradus is a marketplace, where buyers and sellers mutually conduct transactions and offers a convenient shopping experience where one can buy a wide variety of products across 50 different categories ranging from the gadgets to hand-crafted jewelry. Since there are no retailers involved, the goods are available at wholesale prices.