MUMBAI: Shoumyan Biswas, one of India’s most pedigreed marketing minds, has just hung his boots at Tata Digital and laced up for his next sprint—as the global chief marketing and strategy officer at Practo. The move puts him squarely in the driver’s seat of the healthtech player’s next growth phase.
Biswas, known for launching Flipkart Plus, scaling Big Billion Days, and making loyalty glamorous again, isn’t your average CMO. He’s also held P&L roles, built brands from scratch, and juggled strategy, product, and people mandates across unicorns and FMCG giants alike.
From starting out at Pepsi to orchestrating multi-million dollar brand lifts at Hindustan Unilever, scaling kitchen empires at Rebel Foods, advising ICICI Lombard’s board, and leading loyalty and growth at Flipkart and Tata, the man’s résumé reads like a marketer’s bucket list.
At Tata Digital, he wore three hats—CMO, business head, and chief of group loyalty. Now, at Practo, he’s sharpening his scalpel to carve out new-age healthcare narratives, with a dose of data and digital sorcery. With over two decades of shaping brands and boosting bottom lines, this boardroom giant is now gunning for a healthier, wealthier Practo.
Watch this space—Biswas rarely misses a prescription for impact.
NEW DELHI- Rebel Foods has launched a new campaign for Faasos. As part of #BoreNoMore, the company focused on its signature wraps which are a meal by itself and essentially exotic in-between meals option, bursting with the unexpected and flavourful combinations.
The campaign conceptualised by Wunderman Thompson centers around a young couple stuck in the lockdown bored of eating the same food. The film starts with the wife looking at a Faasos ad that pops up on her laptop and getting enticed to eat something out of the ordinary. She steps in the hall to ask her partner, ‘aaj khaane me wahi?’ (The same food to eat?)?”. He replies, yes! After a couple of times, the husband excitedly replies, No! And pops his arms out from behind his back to reveal two Faasos signature wraps. The girl gets a huge smile on her face, and her eyes light up with amazement.
Rebel Foods head of strategic alliances Shoumyan Biswas said, “The idea behind this advertisement was to pull out the consumers from their monotonous lives due to the pandemic and extend our EAT.SURE promise of safety with full flavor, care, and hygiene to them. The Wunderman Thompson team led by Samarth and Ajeeta has done a terrific job at conveying our message to the consumers.”
Wunderman Thompson senior VP & EBD Samarth Shrivastava said, “Most Indians are foodies and during the lockdown, our food palates are getting affected! With so much more to do at home, cooking is becoming a chore especially for millennials who live on their own and not in joint families. The strategy was to target these couples and indulge them with Faasos signature rolls – a welcome respite to indulge the food palate with a variety of international and Indian flavors. It brings back the variety with 12 great recipes and comes in a wholesome and convenient wrap. Ab bore no more!”
MUMBAI: According to a report from Psychology Today ‘Fathers and Their Impact on Children’s Well-Being’, children who have an involved father right from their birth are more likely to be emotionally secure, confident about exploring their surroundings, and, as they grow older, better social connections.
Indian society, since centuries, has had stringent gender roles when it comes to parenting – keeping the mother as the nurturer, the caretaker and the time-spender while the father has been the provider and the bread-winner. While patriarchs may simply state the ‘time is money’ adage to develop the rhetoric of “since I make the money, why do I need to give the time?”, this isn’t how a child sees it. What’s also unfortunate is that generations of fathers have subliminally considered it unnecessary, and themselves incapable, of having an involved, intimate everyday relationship with their children.
It has been proven beyond doubt that an everyday, involved relationship between the father and the child goes a long way in everything – from character building and social connections to emotional resilience for the child. Millions of young, new-born Indian fathers today are making this come alive by supporting their spouses and making that ‘idealistic’ parenting equation a reality. Through this, they are discovering a side to themselves that they never knew existed and ushering a change in the Indian social fabric.
For such a relationship to flourish, these dads choose to do it all for their children – right from braiding their hair and changing their diapers to singing them lullabies and finding a work-life balance to spend more time with them, every day. And it’s this cause of Progressive Dads that Flipkart has chosen to celebrate in its latest 360-degree brand campaign: #PenguinDad.
Flipkart vice president of marketing Shoumyan Biswas says, “Indians today are breaking old moulds, challenging stereotypes and breaking limiting beliefs to move forward as a nation. In the last 10 years, we at Flipkart have also been part of the movement to build a progressive India. In this journey, walking alongside progressive moms are today’s dads and our recent campaign is a celebration of these new age #PenguinDads.”
The male emperor penguin, interestingly, is considered one of the ‘best dads’ in the animal kingdom. The penguin child, actually is one of the few species on earth, that is raised equally by both mother and father, who take turns going into the sea to catch fish so that one is always with the child. Flipkart’s campaign takes a leaf out of the habits to recognise fathers in their own little human world, who’ve kick-started their journey as a #PenguinDad.
The campaign, conceptualised by Dentsu Webchutney, was launched with a musical directed by national award-winning director Ashwiny Iyer Tiwari. It is set to be followed up by multiple digital first initiatives to champion the community of ‘Penguin Dads’ even further.
Dentsu Webchutney senior creative director PG Aditiya adds, “As society evolves and becomes more progressive, dads will play a more crucial role. This, to me, is a film that celebrates those who choose to label themselves as a ‘parent’ before labelling themselves as a ‘dad’ and the power of that change in mindset can change society and nation at large.”
MUMBAI: Online fashion portal Flipkart has released its latest all-rounder campaign on making trendy fashion accessible and affordable. It will last for 10 weeks and connect with customers on all touch points like television, YouTube and social media.
The ad series reiterates Flipkart as the preferred destination for any kind of shopper, from celebrity fashion lovers or brand enthusiasts or exclusive fashion lovers or the fashionistas who hate repeating their clothes or even the divas who love especially curated looks.
As an extension to the campaign, ‘Be trendy. Always’ launched earlier this year, the latest campaign also features the Flipkart kids. The kids have made a memorable impact on the shoppers’ minds and have always succeeded in convincing consumers that shopping with Flipkart is always worthwhile.
Flipkart head of marketing Shoumyan Biswas says, “On the back of deep consumer research, we understood that every fashion shopper has a different method to get what they want from fashion. Being relevant to every kind of fashion shopper, Flipkart can be the best place for everyone to look their best. Our new campaign is centred around this insight and brings alive different fashion shopper archetypes in a fun and interesting manner.”
The campaign that went live on 26 December also includes a video series with Rohan Joshi (leading stand-up comedian) that will help fashion forward men discover what’s best for specific looks and tips on how to style and dress themselves. The campaign will also feature a game on YouTube where celebrities will be challenged to put together certain looks under themes by shopping on Flipkart. The series will be followed by Weekly Hues where fashion shoppers will be given tips on how to shop a look based on a theme like size, or trend or colour or occasion very much in line with the shopping experience offered on the platform itself.
Additionally, Flipkart has partnered with fashion magazine GQ, to showcase how to get trendy like your favourite celebrity by shopping on Flipkart.
MUMBAI: Flipkart has hired Lowe Lintas Bangalore to conceptualise its latest marketing campaign.
By launching Flipkart Fashion, it seeks to establish Flipkart as the destination for “affordable trendy fashion” by landing the proposition of being a one-stop solution to all fashion related confusions. Through Flipkart Fashion, the online player is providing a method to the madness of spotting the right trend by making trends – handpicked by top fashion experts, accessible to its consumers.
To communicate this new offering, Flipkart has unveiled a high decibel integrated campaign across India. The campaign would span the online and offline platforms and reach out to a cross section of the populace in various regional languages. The communication has been flagged off by the launch of two video films on both the online and offline platforms.
Conceptualized by Lowe Lintas Bangalore, the films promote Flipkart as the solution for all needs around fashion. The films have been shot based on the insight that even though fashion as a category has scale and accessibility on Flipkart, it is still not a go-to platform for trendy fashion in the minds of consumers. Flipkart Fashion aims to change this perception and position itself as a trendy yet affordable destination for its consumers.
Flipkart Commerce Platform marketing head Shoumyan Biswas said, “Flipkart is the market leader when it comes to fashion amongst e-commerce portals. Being a market leader, it is our responsibility to grow penetration of fashion across all consumer segments and need states. Also, fashion being a profitable segment with high growth, it is one of our top priorities. Our scale and depth in this category have helped us decode some key consumer truths. One of the biggest consumer aspirations is the desire to be “trendy”. We realized that this desire often goes hand in hand with “confusion” of finding out what is “in trend”. Basis this knowledge, we created a campaign around the proposition of “Being Trendy made Easy” by curating trendy selection by top fashion experts and offering them at affordable price points.”
The films highlight the confusions related to trends surrounding fashion and how Flipkart Fashion is an assured solution that one can rely on. Be it about the ever-changing fashion trends to conflicting advice on trends and having to choose between too many trends…there are many confusions that confound and disorient the consumer. But, with Flipkart Fashion that has over 100 stylists highlight emerging trends on the platform, users are to find only the best of the latest fashion. The films sign off with the line that ‘If it’s trendy, it’s on Flipkart’, which establishes the point that Flipkart Fashion offers users with only the latest trends.
Highlighting the creative idea behind the films, Lowe Lintas Bangalore executive director Rajesh Ramaswamy said, “Fashion is something so relative, that it’s near impossible to wrap your head around it. The confusion about ever changing trends and the fashion world in general is something that everyone experiences. And yet, we are all conscious about what we wear and also about all the judgement that will be passed by our peers in the case we get it wrong. In the film, we have captured this very confusion and fear and provided a solution for it. With over 100 top stylists picking the latest trends for you, Flipkart fashion clears all confusion and lets you simply choose.”
MUMBAI: Flipkart has hired Lowe Lintas Bangalore to conceptualise its latest marketing campaign.
By launching Flipkart Fashion, it seeks to establish Flipkart as the destination for “affordable trendy fashion” by landing the proposition of being a one-stop solution to all fashion related confusions. Through Flipkart Fashion, the online player is providing a method to the madness of spotting the right trend by making trends – handpicked by top fashion experts, accessible to its consumers.
To communicate this new offering, Flipkart has unveiled a high decibel integrated campaign across India. The campaign would span the online and offline platforms and reach out to a cross section of the populace in various regional languages. The communication has been flagged off by the launch of two video films on both the online and offline platforms.
Conceptualized by Lowe Lintas Bangalore, the films promote Flipkart as the solution for all needs around fashion. The films have been shot based on the insight that even though fashion as a category has scale and accessibility on Flipkart, it is still not a go-to platform for trendy fashion in the minds of consumers. Flipkart Fashion aims to change this perception and position itself as a trendy yet affordable destination for its consumers.
Flipkart Commerce Platform marketing head Shoumyan Biswas said, “Flipkart is the market leader when it comes to fashion amongst e-commerce portals. Being a market leader, it is our responsibility to grow penetration of fashion across all consumer segments and need states. Also, fashion being a profitable segment with high growth, it is one of our top priorities. Our scale and depth in this category have helped us decode some key consumer truths. One of the biggest consumer aspirations is the desire to be “trendy”. We realized that this desire often goes hand in hand with “confusion” of finding out what is “in trend”. Basis this knowledge, we created a campaign around the proposition of “Being Trendy made Easy” by curating trendy selection by top fashion experts and offering them at affordable price points.”
The films highlight the confusions related to trends surrounding fashion and how Flipkart Fashion is an assured solution that one can rely on. Be it about the ever-changing fashion trends to conflicting advice on trends and having to choose between too many trends…there are many confusions that confound and disorient the consumer. But, with Flipkart Fashion that has over 100 stylists highlight emerging trends on the platform, users are to find only the best of the latest fashion. The films sign off with the line that ‘If it’s trendy, it’s on Flipkart’, which establishes the point that Flipkart Fashion offers users with only the latest trends.
Highlighting the creative idea behind the films, Lowe Lintas Bangalore executive director Rajesh Ramaswamy said, “Fashion is something so relative, that it’s near impossible to wrap your head around it. The confusion about ever changing trends and the fashion world in general is something that everyone experiences. And yet, we are all conscious about what we wear and also about all the judgement that will be passed by our peers in the case we get it wrong. In the film, we have captured this very confusion and fear and provided a solution for it. With over 100 top stylists picking the latest trends for you, Flipkart fashion clears all confusion and lets you simply choose.”
MUMBAI: After eight years of existence in the Indian shopping landscape, Flipkart has now gone for a brand identity refresh.
Starting with a new logo, the brand has now been refreshed across all the elements.
Conceptualised and designed by the Flipkart design team and an external agency Umbrella Design – the new brand identity represents Flipkart’s vision of commerce in India by reinstating its focus on the mobile platform. The 3D design and contrasting colour palettes in the new logo helps break the clutter and stands out on the mobile platform.
The refreshed brand identity will reflect in all forms of the company’s messaging and engagement with customers. The brand aims to appear as ‘witty, youthful and sincere’ to all its stakeholders.
Flipkart senior director marketing Shoumyan Biswas said, “The refreshed brand identity, including the new logo, is a reflection of our promise to our stakeholders – youthful, innovative, fast and reliable. We have always been ahead of the curve in a rapidly evolving industry and the new brand identity honours the legacy that we have built over the last eight years and at the same time looks into the future.”
“While developing the new logo, we focused on three key elements – one, the new identity had to create a positive perception about our brand; two, the logo needed to be more inclusive in its appeal to all our customers and three, given our focus on the mobile platform it had to stand out on the app interface. With our new brand logo, I believe that we have achieved all of these.”
This activity dovetails with Flipkart’s business focus where in the coming year the brand aims to reach everyone who has a pin code and a smart phone.
MUMBAI: Indian E-Commerce venture Flipkart launched a social media campaign Flipkart thanks you to connect with consumers. The four film web campaign has been conceptualised and executed by Flipkart’s digital engagement partner Dentsu Webchutney Innovation Labs and produced by Native Films.
Speaking about the campaign Flipkart senior director, marketing Shoumyan Biswas said, “As individuals, while growing up, each one of us, have learnt some of our “life’s valuable lessons” from our closest relationships. These relations have come to define who we are and what choices we learn to make in life. And what better way to celebrate “the Flipkart Brand,” than with a campaign that pays a tribute and a heartfelt thank you to all such relations! But it just doesn’t stop there, it blends them perfectly into the various aspects of our business that make Flipkart the great brand that it is today.”
Speaking about the conceptualisation of the campaign, Dentsu Webchutney AVP, South, Innovation Labs Gautam Reghunath said, “We’re very proud of our effort on this project. There are simple everyday truths in these films which Omkar along with his team, Albin, and Native Films have been able to capture so wonderfully well. I remember a bunch of us sitting across a table throwing family stories at each other and we ended up with a series of heart-warming scripts in no time. Digital video content is an area we have been spending a lot of energy on recently and there is a lot more where this came from.”
“It was a simple insight – as all insights are – one that turned into stories about relationships and its’ value in our lives. It’s personal but at the same time universal – how I like my ads. Hopefully, everyone else shall too,” added Dentsu Webchutneycreative director Omkar Sane.
MUMBAI: Lowe Lintas & Partners has bagged the creative duties of online major Flipkart. The business was awarded to the company on the back of a multi-agency pitch process that lasted approximately two months.
Flipkart senior director Shoumyan Biswas said, “Our business landscape is rapidly expanding and our growth rates have been exponential – in this environment we need our brand to also evolve at the same pace. We felt the need to have a more strategic approach to be able to address a wider variety of consumers and markets. “
“With this is mind, we felt that we needed more than one brand partner to be able to deliver on this challenge with even greater commitment and rigour. We are thrilled to announce that Lowe Lintas + Partners with their strong planning rigour completing their creative abilities as shown across the brands they’ve built in the past, have emerged as the front runner,” he added.
The leading e-commerce player has been in the news this year for all the right reasons, from its announcement in March that it has crossed $1 billion in gross merchandise, a year before the target date of 2015, followed by the announcement of its acquisition of Myntra and more.
Lowe Lintas and Partners CEO Joseph George said, “We are privileged to be chosen as Flipkart’s partner in this epic journey going forward. The e-commerce game of today is akin to cola wars of yesteryears. The challenges, the excitement and the sheer opportunities that lay ahead of us in this category are both daunting and mouthwatering!”
“In a way, we’ve been the agency of choice for the Indian startups for a very long time. The addition of Flipkart to our portfolio should strengthen our equity in that direction further,” he added.
Lowe Lintas has built over 50 brands in India, right from their days as a startup. Some of the recent examples include Idea Cellular, Woodland, Croma, Pureit, ICICI Prulife, Titan Sonata, Tanishq, Fastrack, Micromax and Havell’s.
